“The loans we received from Pursuit have been essential for building out our brick-and-mortar retail space,” says Malcolm Keim, founder and owner of Rainbow Cammo in Rochester, NY. “And the business advisory services have been a phenomenal additional benefit.”
Here’s how two loans from Pursuit – from the Main Street Capital Loan Fund and SBA Microloan financing – funded Malcolm’s vision, while Pursuit’s Business Advisory Services are helping him create a stronger foundation for long-term success.
A course assignment leads to a new self-care product line
“Following service in the U.S. Marine Corps, I worked in different roles before returning to college to study Clinical Laboratory Sciences at Nazareth University. I had a great professor who made class more interesting by giving us creative challenges – one of which was to create an artistic representation of a scientific concept,” Malcolm explains about his start in self-care products. “My approach was to create soaps that visually represented the concept and everyone loved them. It was a happy accident and I haven’t stopped making them since.”
Malcolm primarily gave the soap and other products as gifts but soon, the positive response led him to try selling at markets and through an online-subscription service.
“It was still a side hustle with low-volume sales for a while, but when we participated in Rochester’s Pride event after the pandemic, that changed everything,” he says. He formalized the business as a sole proprietorship in 2021 and today, Rainbow Cammo is a Certified LGBT Business Enterprise and 100% veteran-owned.
Building an experience with a brick-and-mortar storefront
Malcolm says that while retail sales are important for the storefront, revenue-generation isn’t the primary driver of opening Rainbow Cammo’s new location. “Rochester has a vibrant and diverse queer community, and our shop is an intentional and creative celebration of that,” he says. “It’s primarily also designed as an experiential lab and event space.”
He continues, saying, “I’m committed to working with small businesses here, including other queer-owned and minority-owned businesses. We partner with local and regional artists on items like handknit washcloths, handmade ceramic soap dishes, works by local artists, and even a local chocolatier who is creating offerings in conjunction with our products. If something’s not locally sourced, then I do my best to vet suppliers to ensure my supply chain is aligned with the ethics and values important to our vibrant and diverse community and our customers appreciate that. They can tell the difference between store brands versus the intentionality that goes in Rainbow Cammo products.”
To achieve his vision of a lab-style storefront in which guests can create their own personalized scented products, as well as purchase Rainbow Cammo’s pre-made products – like their best-selling leather-scent soaps and colognes – Malcolm needed financing.
Learning about Pursuit leads to two loans
Malcolm learned about Pursuit and the Main Street Capital Fund Loan through a webinar sponsored by the Michael R. McNulty Veterans Business Center and presented by Pursuit AVP and Senior Business Development Officer Keri Pratico.
“Working with Pursuit and Keri and receiving the funding has been incredible,” Malcolm says. “Our financial projections are pretty conservative but, even still, I know that things don’t always go as planned. The Main Street loan’s interest-only payments for the first year mean that I have financial breathing room to focus on the products and customer experience, while learning more about back-office operations.” Malcolm also applied for SBA Microloan financing to complete the build-out.
“Helping Malcolm secure the funding isn’t just about a loan – it’s about fueling opportunity, supporting dreams, and ensuring that businesses like this can thrive,” says Keri. “At Pursuit, our mission has always been to empower small business owners not only with financing, but also with guidance, resources, and encouragement to succeed. Rainbow Cammo is creating a vibrant space for the community, uplifting local artists, and celebrating inclusivity. Seeing it flourish reminds us that the impact of small businesses reaches far beyond the bottom line.”
Pursuit’s Business Advisory Services provide essential support
Pursuit created the Business Advisory Services team (BAS) – expert consultants who work with small business owners on critical areas, such as marketing and financial management, at no cost to borrowers – to provide access to the resources and expertise they need.
Keri introduced Malcolm to Pursuit VP and Senior Business Strategist Malini Krishna. In her role, Malini gets to know business owners and their goals and challenges, then sets them up with expert consultants. She’s helping Malcolm get guidance on selecting and setting up financial systems for growth, and Malcolm is also enrolled in a group coaching program with the marketing firm, The Marketing Drill.
“I can’t say enough about the advisory services and I’m so grateful for the opportunity,” Malcolm says. “I have a lot of creative ideas for products and partnerships and how to engage and inspire our community, but there are some areas of business ownership in which I struggle. The BAS team is helping me fill those gaps.”
Regarding the work that the BAS team and consultants are doing with Malcolm, Malini says, “Malcolm’s passion for his business is inexhaustible; it’s his lifeblood. Like most entrepreneurs, he’s tenacious and focused, but what’s truly inspiring is his growth. Every week, he leverages more resources and experience as the business expands.”
She continues, adding, “Malcolm’s learning to focus on high-value activities and build a network of advocates and ambassadors for his brand. Working with the BAS team, he’s getting support on financial management and technology to ensure he has the right systems to support growth. I’m always excited when I get a call or text to discuss his new opportunities – and I know that Rainbow Cammo is already making a significant impact.”
With additional support and help from his partner, Michael, the grand-opening celebration for Rainbow Cammo’s new store was in early August, with hundreds of people in attendance.
Pursuit can help you, too
“I got the financing I needed and so much more. It’s really amazing how committed Pursuit is to business owners and our success,” Malcolm says.
With loans from $10,000 to $5.5 million, we can help you secure financing for working capital, equipment, the purchase or construction of commercial real estate, to refinance business debt and more for businesses in New York, New Jersey, Pennsylvania, Connecticut, Nevada, Illinois, and Washington. And our Business Advisory Services are available, at no cost, to eligible borrowers.
Contact us to learn more.