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Name: Backyard Birds N.J.

Type of business: Retailer of wildlife attracting products

Address: 547 Route 22 East, Whitehouse Station

Telephone: (908) 823-3320

Web site: www.backyardbirdsnj.com

Founded: Nov. 2007

Number of employees: 0 (it's a mom and pop business)

Top officers: Carolyn and Jim Moore, owners

How would you describe your business?

"We sell products to homeowners that attract beneficial animals, insects, and birds to their backyards," said owner Carolyn Moore. "We carry items such as birdhouses, feeders, baths, seed, suet, bat houses, toad houses, butterfly houses, plus wildlife publications, wildlife audio and video products, nature-oriented gifts and gift certificates especially for people who have everything."

What makes your business special?

"We are unique in the northwest and central New Jersey area. We not only sell wildlife attracting products, but we service and install them. We are the primary source for birdseed in this area. We also provide expertise to homeowners who ask for it. We do speaking engagements for adult groups wishing to learn more about attracting songbirds to the backyard. No other type of store can do what we do. We will examine pictures of your backyard or come to your home and suggest where and what to install to attract butterflies, hummingbirds, and bees to pollinate the garden. No other type of store can do what we do."

What goals do you have for the business?

"Our goal is to be primarily known as a retailer who carries quality products that aren't seen in big box stores, and for our personal attention to customers. We spend a lot of time with our customers -- trying to envision what is the best scenario for the birds and butterflies they wish to attract. Since there aren't honeybees everywhere, we carry bee boxes for solitary bees that gardeners rely on as pollinators."

How has your business changed?

"When we started, we carried products that we knew and recognized as beneficial for birds, insects, and animals. Now we carry products our customers asked us to get for them. We also make an effort to carry higher quality products that are manufactured in the United States."

What was your most important deal?

"Opening our business two years ago was important to us. Getting a Web site, being on Google, and joining the Hunterdon Chamber of Commerce helped our business to reach new customers throughout New Jersey. We insist on selling our products only from our store location. We don't sell anything online because there are a number of businesses that are already in that market for several years and we didn't feel it was an appropriate way to compete. Most people like to see and touch what they will purchase, and we are the same way when we searched for quality feeders and houses -- they weren't available all the time. And getting something over the Internet doesn't guarantee that it's what you expected it to be in terms of size and quality."

What changes do you expect in your business in the next 10 years?

"We simply plan to be known to more nature lovers as the years go by so that they can enjoy nature as much as we do."

What is the most important thing you've learned in your business?

"We have learned that some people love nature and we are working to help others do so as well. We have also learned that customers like to be treated with respect and pampered. Any business that does not care about its customers is destined to fail."

What advice would you give to someone considering your line of work?

"The most important factor in starting any business is having access to money you will need to keep you going until you become profitable. Also, a retail business is successful only if it provides a wanted service or product. The location of the store is important as well, and offering something to your customers that differentiates you from your competition is invaluable."

Is there anything else you would rather be doing?

"We have chosen this business because besides it being our livelihood, we can share our love of nature with our neighbors and we can help people understand that we must be stewards of our planet and its wildlife."