Surfer rides cresting business plan

April Grover of MTV's Surf Girls launches a company in Hawaii that features clothing and a surf school.

MELBOURNE - When April Grover made her national television debut on MTV's Surf Girls, little did she know she would get a new product to sell: her name.

Apalila, which is Hawaiian for April, is the name of Grover's new company that covers many facets, including a surf school and a clothing line. Grover, who went to Melbourne High School and grew up beachside, is living on the North Shore of Hawaii these days, but she comes back to the mainland frequently to visit her family, surf with her friends and family, and get ideas for her company.

"I had no idea it would be so tough to start a business in Hawaii," said Grover, 22. "It's such a great place, and there is great surf, but it is really tough to start a company in a place that's far from home."

Hawaii, in particular, can be rough. Some of the challenges she's had to overcome include incorporating her company, getting the right insurance and marketing her products.

Grover is fortunate, she said, because she isn't doing it alone. She's getting a boost in starting her multipronged business from professors and fellow students at the University of Hawaii, where she's taking business-marketing classes.

"They are really supportive at the school, and I have a lot of things going through the university," she said.

Through her course work, Grover's surf clothing line may be seen on the racks of the prominent department stores sometime soon.

Kurt Barnard, president of Retail Trend Report, which analyzes trends in retailing, said Grover's efforts will not go unrewarded if she studies her marketplace.

"The surf retail industry is very competitive," he said. "She has to have the product that is different than that of most competitors, both in looks, quality, price and everything. But no matter what, nothing will help you unless you know who the target customer is."

Barnard said having a recognizable name is critical to success in a crowded field.

"You have to make sure you're producing the kinds of things you have customers for, and the customer you're reaching is the one you want," Barnard said. "You have to get the message out. You have to hit the trade shows, run ads and go to consumer shows. But most of all, make sure you have enough money stashed away to support your efforts."

Grover's parents, Linda and Dave, own Sun Harbor Nursery in Indialantic, and Linda Grover said her daughter's involvement in the plant-nursery business helped her gain the acumen for her surf company.

"April has grown up in business," Linda Grover said. "She has come with us to trade shows, and, over the years, has gone to the Surf Expo, so she has gained some strong business knowledge."

But Linda Grover put in many hours teaching her daughter more than business. She has taught her to love and respect the ocean and - most of all - taught her to surf.

This summer, April Grover plans to promote her clothing line through a University of Hawaii-sponsored fashion show, through working at North Shore surf shop Tropical Rush and by giving her customers surf lessons.

"The more she can keep her name out there, the better," Linda Grover said. "Since people recognize her name, that helps her promote her surf lessons and her other projects. And, with the help of the university, she can really focus in on her niche business."

From the MTV show, several contracts came April Grover's way.

Her sponsors include Hawaiian company Dakine, Jeff Ho Surfboards and Zephyr Surf Team of Venice, Calif. One of her most loyal sponsors is Aaron Chang swimwear.

"April is the kind of kid that, when she was 16, she developed a business plan for herself," Linda Grover said. "Early on, she made a resume for herself and profile of herself. She'd go to the Surf Expos, and brought the profile around and presented it to the various companies, and started getting sponsors. She learned that all on her own."

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