Sena Wheeler, Founder of Sena Sea

Empowering Entrepreneurs

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We "dive" into the world of fishing and entrepreneurship with our special guest, Sena Wheeler, the passionate force behind the family-run business that provides top-quality Copper River salmon to seafood aficionados.

Sena not only shares the lore behind the highly sought-after Copper River salmon, known for its rich omega threes, lush red color, and exceptional taste, but she also peels back the curtain on the logistics and timing that make this fish a seasonal spectacle. As these prized salmon make their challenging journey back for spawning, we discuss the bustling activity during the premium weeks of freshness in May alongside the strategic approach of offering high-quality frozen fish to sustain demand throughout the year.

In true entrepreneurial spirit, Sena delves into how her background in fish science and nutrition led her down the captivating path of fishing alongside her husband, Rich. They've coupled their expertise in quality control and commitment to maintaining standards to grow a business that not only sells fish but also honors the generational art of fish handling taught by Sena's Norwegian ancestry.

We talk about peaks, valleys, and the pivotal role of internet access in scaling their online business. With a clear vision for maintaining manageable growth, Sena remains grounded in efficiency and quality even as she dreams of the future, whether it involves scaling back or taking full advantage of ecotourism opportunities.

Be sure to visit Sena Sea for the true taste of the Copper River and subscribe for insider updates.

Personal Storytelling in Business: "A big part of what I do is I write these, email newsletters, and they're very very personal, very story based, and it's really about our journey and about us." — Sena Wheeler

Top Takeaways

1. **Quality Through Adversity**: The harsh environment of the Copper River requires salmon to develop high levels of omega-3 fatty acids, making them a premium product due to their fat content and taste.

2. **Anticipation Builds Demand**: The seasonality of the Copper River salmon creates excitement and demand, illustrating the value of offering a "first of the season" product in a business model.

3. **The Fresh vs. Frozen Debate**: Sena's business highlights that properly frozen fish can maintain quality akin to fresh fish, which becomes an important selling point during off-seasons.

4. **Scaling the Business Wisely**: Sena Wheeler advocates for controlled business growth, preferring efficiency to unchecked expansion, illustrating the need for balance in business development.

5. **Family Involvement & Legacy**: Sena imbues her passion for the business into the next generation, with her children actively involved in the business and highlighting the intergenerational aspect of entrepreneurship.

6. **Seasonal rhythms in Business**: Acknowledging the peaks and valleys of a seasonal business allows for strategic planning and personal time, as exemplified by Sena using slower periods for family activities.

7. **Logistics as a Superpower**: Sena Wheeler sees logistics, particularly efficient shipping, and portion control, as critical to the success of her business, emphasizing the importance of operational mastery for entrepreneurs.

8. **Educational Background Pivot**: Sena's shift from a focus on nutrition to a master's degree in fish science and eventually starting her own business showcases the adaptability required of entrepreneurs.

9. **Technology as a Business Enabler**: Despite initial hurdles with internet access, the importance of technology proved vital in reaching a bigger market and scaling the business effectively.

10. **Environmental Responsibility**: The technique of longlining taught through Norwegian ancestry and the emphasis on proper care in processing fish not only ensures product quality but also stresses sustainable fishing practices for entrepreneurs mindful of their environmental impact.

Memorable Moments

00:00 Entrepreneur links Alaska fisheries and health benefits.

05:22 Master's program acceptance due to fishing experience.

07:15 Fishing boat in Alaska, trips to Seattle.

10:07 Night shift, deck rotation, repetitive motions, full share.

15:36 Son-in-law joined family business, now fishes in Alaska.

16:41 Practical experience merges with geeked-out science.

20:39 Balancing family, online course, and poor internet.

24:07 Company considered buying plant.

26:16 Dock operation involves catching, cutting, and freezing.

35:11 Scaling business without adding extensive resources. Growth plans?

36:34 Transition from farmers' markets to online sales.

47:21 Logistics are my superpower.

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