Practical Ecommerce Features Motor Book Store Founder

Luis Hernandez, Jr., the owner and CEO of auto repair manual provider The Motor Bookstore, was recently interviewed by Practical eCommerce as part of their “Lessons Learned” series.

Hernandez first put up The Motor Bookstore back in 1995 and the initial service was basically an electronic counterpart of a motor bike repair and restoration magazine. Using this medium, he was able to sell some motorcycle books and then this retailing aspect just grew from that starting point. Hernandez managed to break into the e-commerce part of his business in 1997.

Hernandez fondly looks back on his first sale using the then-new e-commerce platform (which was still named MotorcycleBooks.com): “I still remember setting up the site, which was fairly easy through Viaweb,”Hernandez says. “The first order came in that same day, in the evening. I sold a Ducati book — MotorcycleBooks.com was a real business.”

The DeBary, FL-Based company grew enough to accommodate automotive-related material and books as well by 2002. That was when it became TheMotorBookstore.com. An estimated gross revenue of $2.2M was hauled in by the company in 2007, at its peak. Last year, the site grossed some $1.5 million in revenue.

“When we first started the magazine online, it was me, my ex-wife and one part-time employee. It was a little challenging of course financially, but since I am the kind of person who escrows for pretty much everything, I always had enough to cover all expenses and even save some money for future projects. That's how I was able to purchase my first office.

“We kept growing and at one point we had six employees. We’re now reduced down to four. As far as management, I subscribe to the theory of hiring tough and firing easy. We are like a family, where everyone is respected and allowed to do their job. Our people contribute to our goals because they know what we're about. The golden rule I've always had is to hire nice people. We can teach anyone how to sell technical automotive books, but we cannot teach them to be nice. That's something you learn at home.”

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