Shooting for the stars: Spirit of ’76 taps into global market with expert guidance from the International Trade Center at the Trulaske College of Business

This article originally appeared in the Fall 2024 issue of Trulaske Magazine.

When John Bechtold, B.S.B.A. ’94, set his sights on expanding his thriving fireworks business to international markets, his first step was to seek expert advice from the International Trade Center at the Robert J. Trulaske, Sr. College of Business. 

The ITC, known for leveraging student interns, faculty expertise and leading market research databases, tailors its research to meet the specific needs of Missouri businesses aiming to enter global markets.

As the owner and president of Spirit of ’76 Fireworks, Bechtold was eager to begin exporting his products but was uncertain about where to start. During the fall 2023 semester, the ITC assigned a team of four students who not only provided the answers Bechtold needed, but also offered insights that far exceeded his expectations.

“The students were absolutely amazing,” Bechtold said. “What they did in a semester would have taken us much longer to do on our own.”

Thanks to the students’ work, Bechtold and Robert Smith, vice president of Sprit of ’76, are now collaborating to establish partnerships with distributors in Mexico and Canada. These connections were made possible through the students’ comprehensive research and insightful recommendations. 

“They weeded through tons of information that prevented us from going down pathways that would not have benefitted us,” Smith said. “In essence, they provided us with a clear road map.”

Getting off the ground

Bechtold’s entrepreneurial journey began at just 16, selling fireworks from under a 20-by-40-foot tent. 

With the support of his father, Bob Bechtold, he set up the tent in the parking lot of their family’s Midway Travel Plaza, located seven miles west of Columbia off Interstate 70. This prime location proved to be a significant advantage for the young entrepreneur, who continued to operate a seasonal firework stand throughout high school, college and his 20s. At one point, he managed up to five stands in a single season. 

Today, Bechtold has transformed Spirit of ’76 fireworks from a seasonal operation into a leading importer and distributor of consumer fireworks, employing 50 people and serving more than 10,000 customers. His business now includes a retail store behind the travel plaza and a 150,000-square-foot warehouse in Boonville, Missouri. Additionally, he has developed his own fireworks brand, Sky Bacon, Tako and ’76 Pro Line. Expanding into international markets seemed like the logical next step in building his fireworks business. 

“I thought reaching out to the ITC would be the best place to start,” he said.

Reaching new heights

Each semester, the ITC works to recruit four companies interested in expanding their sales internationally and 16 undergraduate student interns to conduct the research and data analysis necessary to support these projects. According to Jackie Rasmussen, assistant teaching professor of management and director of the ITC, businesses that collaborate with the center are better positioned to strategically enter new markets and expand their global presence.

“The participating students gain direct hands-on experience in connecting with business leaders,” she said. “They also develop insights into the complexities of identifying and evaluating potential markets while enhancing their project management, global market research, data analysis, communication and teamwork skills.” 

Since fall 2014, more than 110 company projects have been completed, involving more than 400 student interns. 

Smith said students working with Spirit of ’76 toured the company’s facilities, engaged with employees and had full access to company records. Starting with a list of 20 potential countries, they narrowed the field to five through thorough research. 

“From there, they did a deep dive into each country, examining factors such as economic conditions, political stability, tax implications, costs and possible markets for consumer and professional fireworks, such as resorts, stadiums and sports teams,” Smith said. “Their final report was comprehensive, breaking down each country and ranking them to identify the best target areas for us.”

Additionally, each country came with at least four points of contact and references for distribution. 

Earlier this year, Smith acted on the student team’s recommendation by completing the Heartland Express Accelerator Course, a comprehensive, multi-week, virtual training program sponsored by the Kansas City Chamber of Commerce. This course equips businesses to thrive in the global marketplace by guiding them through the development of a robust export plan, addressing essential sectors such as finance, logistics, marketing and legal considerations. Smith’s participation in the course put him in contact with the Missouri Department of Economic Development, which has introduced Spirit of ’76 to the plethora of services on the state and federal level for businesses looking to expand into international markets.

“We had no idea there was so much support on the state and federal levels for businesses importing and exporting,” Bechtold said. 

Continuing to grow

The ITC has maintained close communication with Spirit of ’76. Recently, Matthew Rhinehart, purchasing and product line manager at Spirit of ’76, completed the Certified Global Business Professional (CGBP) training, an annual program offered by the ITC to help trade professionals earn this prestigious certificate. The CGBP is a professional credential endorsed by NASBITE International, the leading authority and industry standard for global business education, trade credentialing, training and practice.

“Our experience with ITC has been incredibly positive,” Bechtold said. “If you’re running a business and considering exporting, I highly recommend reaching out to the Trulaske College of Business. It has made all the difference for us.”

For more information about the ITC, contact Rasmussen at rasmussenj@missouri.edu or Krista Hinrichs, manager of the ITC, at hinrichsk@missouri.edu