This article is part of the America's Favorite Mom & Pop Shops series. Read more stories
Key Takeaways David and Michele Greene are the founders of Cape Water Tours.
They made a key pivot, informed by customer feedback, that changed the course of their business and helped it grow.
The “America’s Favorite Mom and Pop Shops” series sits down with entrepreneurs to learn how they built businesses that are meaningful to them and their communities.
Discover how Cape Water Tours transformed from a kitchen-table idea into one of Delaware’s most innovative family businesses on the new episode of America’s Favorite Mom and Pop Shops®. Founders David and Michele Greene shared a wealth of inspiration and practical advice for aspiring entrepreneurs seeking to turn their vision into reality—all while navigating setbacks, listening to customers, and embracing family support.
Lessons in Adaptation and Listening
The Greenes didn’t start their business by sticking stubbornly to a single plan. Instead, they learned to listen closely to what their customers truly wanted. Originally envisioning a water taxi service, the couple pivoted quickly when they saw more demand for eco tours, sunset cruises, and creative experiences like live music and murder mysteries. This ability to adapt and meet changing demand helped the business thrive even before critical infrastructure, like a new dock, was built.
Related: How Ditching Corporate Life and Chasing Adventure Led This Couple to Unique Sip-and-Soak Success
The Power of Family and Community
Family involvement is central to Cape Water Tours’ story. From making decisions at the dinner table to watching their daughter become a captain, the Greenes highlight how supporting one another and inviting loved ones into the business can multiply success. Their approach empowered the entire family and provided strength during challenging times.
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