Small-business owners, what are you doing to stand out from the crowd? Each week, we focus on an entrepreneur who has lessons to share that we think will resonate with other small-business owners.

Zeke Adkins, co-founder of luggage forwarding service, Luggage Forward, answer our questions:

What are you doing to stand out from the crowd?
While our customers like being able to skip the hassle of dealing with their luggage at the airport, they also like the fact that we guarantee delivery. Even if there’s a delay, we'll provide a refund and cover up to $500 in incidental expenses.

What's the best part about owning your own business?
Hearing that our service has changed the way some people travel never gets old.

What's the biggest challenge of owning your own business?
Deciding what not to do. Even though we’re growing, we neither have the time nor the resources to take advantage of every opportunity that crosses our path.

Name: Zeke Adkins
Business: Luggage Forward, a door-to-door luggage delivery service.
Industry: Travel
Location: Boston
Year founded: 2004
Number of employees: 30
Web address: www.luggageforward.com

What's the biggest hurdle you've overcome?
Luggage Forward started out as nothing more than a concept — no brand, no track record and no credibility. We were asking people to not only spend money, but also entrust an unknown company to deliver their luggage to their destination. Fortunately, we were able to attract early adopters. We then made certain to deliver on our commitment to them. 

What's the biggest mistake you've made?
Overanalyzing every aspect of the company. As a result, it took us longer to roll out changes or service offerings. In retrospect, the benefit of this additional scrutiny and tweaking probably did not outweigh the benefit of an earlier rollout.

What's the best business advice you can offer?
If you stay true to your mission and focus on delivering your customers the best possible experience, you will put yourself and your company in a position to succeed.