If Jimmy Buffett were magically turned into a cool, laidback boutique, it would probably look a lot like Barefoot Beach Bums.

In late August, Barefoot Beach Bums celebrated its first anniversary as a brick-and-mortar shop in downtown Parkville. And the Goulds have already opened a second storefront in Overland Park’s Oak Park Mall. The shops specialize in beach-themed apparel and home decor.

Owners Lynn and Mark Gould have a simple formula for their success: big hairy audacious goals plus the ability to take a series of smaller calculated risks.

When the couple first went into business in 2012, they simply wanted to create and sell their own designer T-shirts. But their business adviser encouraged them to expand their product line.

They originally sold their goods online, but that led to a series of booths at county fairs, chili cook-offs, the Just For Her expo and other events.

“People were looking at our business and asking, ‘Where is your retail location?’” Lynn Gould said.

The Goulds’ experience with selling at events showed them that customers were more likely to buy if they could see and touch Barefoot Beach Bums’ merchandise.

“You can take a picture all day long, but you’re not going to get what it’s like (until you see it) in person,” Mark Gould said.

The Goulds decided to take the risk of opening a physical location. They eventually settled on Parkville, and it’s been ideal. The Main Street Parkville Association and other groups do a great job marketing the area and regularly host events that bring in big crowds. When the weather is right, the riverfront neighborhood even feels a little like Key West.

Plus, Barefoot Beach Bums is right across from a major parking lot in the neighborhood—practically everyone who comes to Parkville’s downtown will walk by the storefront. That foot traffic brings in a reliable stream of curious people who either buy something or refer their friends.

As healthy as downtown Parkville’s foot traffic is, it’s a fraction of what’s available at Oak Park Mall, one of the region’s largest shopping centers.

“The mall puts about 18 million people outside my door every year,” Mark Gould said.

There’s also more competition for all those mall shoppers, which means they’ve had to up their store-window game. Even so, the Goulds are starting to see the same reactions that followed the opening of Barefoot Beach Bums’ Parkville location: an early stream of curious passersby, followed by a regular flow of people who’ve heard about the store through the grapevine.

“We’re starting to see that ripple effect,” Lynn Gould said.

The Goulds shared a couple pieces of advice with other up-and-coming small businesses.

>> If you don’t have a business adviser or mentor, get one. If you already do, stick with that person. The Goulds went through the E-Scholars program at the University of Missouri-Kansas City, and it was invaluable, they said. They’re still in regular contact with their E-Scholars advisers.

>> Be willing to set goals that seem so big that a casual observer might question your sanity. And be willing to consistently work toward that vision through a series of small risks. As Lynn Gould said, “You don’t have anything if you don’t try.”