As a veteran, entrepreneur, and CEO of Ravenox, I’ve seen firsthand how certification and digital procurement open doors for small and diverse-owned businesses. Selling directly to consumers has always been part of our story, but a significant portion of Ravenox’s growth now comes from working with commercial and government buyers through Amazon Business.
In June 2022, I had the opportunity to share strategies in Supply Chain Dive on how certified businesses can use digital procurement to reach new customers, strengthen operations, and expand into new markets.
Ravenox’s Journey: From Rope to Retail Expansion
Ravenox started with a single product line: rope. Today, thanks in large part to Amazon Business, we’ve grown into categories like hardware, pet products, and more. Certification as a Service-Disabled Veteran-Owned Small Business (SDVOSB) positioned us to serve government agencies, while Amazon Business provided the digital infrastructure to connect with buyers who might never have found us offline.
Ravenox began with rope but expanded into multiple categories through Amazon Business.
Why Certification Matters
Certifications can feel time-consuming, but they unlock powerful opportunities. The U.S. federal government spent over $145 billion with small businesses in 2021, and procurement spend devoted to certified suppliers is growing across the private sector.
For Ravenox, certifications helped us stand out in a crowded marketplace and gain visibility with buyers committed to supporting diverse and veteran-owned businesses. Amazon Business amplified this by giving us a searchable profile and an easier way to showcase our qualifications to potential partners.
Ravenox CEO Sean Brownlee emphasizes the value of certifications for small and diverse-owned businesses.
Three Strategies for Small and Diverse Sellers
Through experience, I’ve learned that certification alone isn’t enough. To fully take advantage of digital procurement, small businesses need to:
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Pursue and Maintain Certifications
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Certifications are a gateway to opportunity. Leverage Amazon Business’ resources and local organizations like Small Business Development Centers (SBDC) or Procurement Technical Assistance Centers (PTAC) for support.
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Embrace High Standards
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Amazon Business sets strict expectations for customer service, delivery, and responsiveness. By following these best practices, Ravenox became not only a better seller, but a stronger business overall.
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Leverage Data for Growth
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Robust analytics tools allowed us to discover untapped niches and expand our product catalog. By responding to data-driven insights, we’ve grown well beyond our original product offerings.
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Why Digital Procurement Levels the Playing Field
Digital procurement removes barriers that often make it difficult for small businesses to compete. Instead of chasing government contracts one by one, we now attract commercial, nonprofit, and federal buyers through a single platform. It’s a system that works the way buyers already shop in their personal lives: familiar, convenient, and transparent.
For Ravenox, the benefits are clear:
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Increased visibility and brand recognition
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Larger, repeat orders from commercial and government buyers
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Stronger customer retention through standardized digital processes
Looking Ahead
Being featured in Supply Chain Dive was not just recognition of Ravenox’s success, it was a chance to share lessons with other business owners. My long-term goal is to continue advocating for certified small and diverse sellers, showing how we can harness tools like Amazon Business to scale sustainably, improve visibility, and strengthen our communities.
For entrepreneurs navigating today’s complex marketplace, the message is simple: certification plus digital procurement creates growth opportunities that weren’t possible a decade ago.