Other than the moving truck ramming the house 2 weeks ago (more on that later), our move went pretty well. We declared Initial Operating Capability on the wood shop and are in the process of wiping varnish on the gun cabinet commission we posted about here and here. We have drying parts scattered all over the garage, so I’m a little reluctant to finish setting up the wood shop for fear of kicking up dust which could mar the finish. There is nothing like wiping finish on a raw piece of black walnut because it magically transforms the wood from a dusty light grey color to a lustrous, rich dark brown/grey. Once all the finish is dry, I’ll get to work putting the shop into its final configuration then we can declare Full Operational Capability.
I thought I’d take this opportunity to talk more about the design of a wood shop from scratch. I wrote about this earlier (click here), and my thinking has evolved some. We’ve had to move the shop three times now since we started Traughber Design in 2015 so we’re getting more experience in moving than I’d like! The diagram at the top lays out the overall scheme, and we’re going with a counterclockwise flow around the shop. The raw lumber will go immediately onto the lumber racks at the right of the garage when I return from runs to the hardwood dealer. The next tools that typically touch the wood would be the planer, track saw, and sliding compound miter saw, so I’ll have those next to the raw wood. Routing is usually near the end of the process so we’ll have the router table near the end of the loop. In the middle, against the house, will be the assembly table. At the very end, we’ll have some shelves to display finished pieces for visitors to the shop. One of the primary things I’ve learned over the years is to take advantage of the sun, fresh air, and view outside of the garage, so I’ll have the Festool MFT/3 (Multi Function Table) work table near the outer door since that’s where I do most of the work. In addition, I invested in an anti-fatigue mat, which has helped greatly with standing on concrete, and that will go in front of the MFT/3.
The picture at left shows the almost empty garage when we moved in. As you can see, the first thing we moved was the commission in progress (the cabinet) and the Festool MFT/3 work table so we could keep working on the project during the move. The tenants took good care of the garage before their move to Germany, so we don’t have to make many modifications.
This picture is of the workbench I built against the house. That was one of the first tasks after moving in because the workbench is an “enabler” which allows so many other tasks to be done. My pal, Tim Ferriss, talks about how it’s important to identify the “first domino” in any endeavor which knocks down all the others. The work bench is one of those first dominos, since it speeds up getting other tasks done. Luckily I had kept all the pieces from the workbench and marked them before dismantling it years ago at a tenant’s request since they wanted to move a boat into the garage. Putting it back together was a snap.
Once we get all the finish applied to the gun cabinet (five coats with sanding in between), we’ll put everything in its final configuration.
Back to the moving truck saga…I can’t get into the particulars too much since we are working the claim with the mover’s insurance company, but suffice it to say a lack of situational awareness caused the moving truck to be backed into our new house. All is well. The mover’s company said the claim was legit and we should be able to kick off the repair work soon.
What lessons learned have YOU had from setting up your wood shop?
I just got back from a 6,000 mile woodworking expedition to the Korean Furniture Museum in Seoul and learned several valuable entrepreneur lessons I’d like to share with you. OK, maybe that’s a stretch. We went to Korea for my day job and had some time to kill before our return flight and took the opportunity to research some woodworking designs. The mission’s intent was sound, but it quickly took some interesting turns. Here are a few lessons learned from the expedition:
Lesson #1: Surround Yourself with Positive, Like-Minded People
Given our government-mandated return flight time, we had some time to kill in Seoul, so I figured I’d tour the Korean Furniture Museum for some design ideas. The Lonely Planet Guide for Seoul recommended it and it seemed interesting. One of my colleagues, Rich Davis (see interview with him here), tagged along since we are both on artisan journeys: mine in woodworking and Rich’s in photography. Our first task was to figure out the Korean subway system. I’d ridden it a few years ago, but was a little rusty. Fortunately, the digital kiosks had an English option and we were able to quickly purchase a couple tickets and be on our way. A couple subway stops later we got off and started walking toward the museum which the Guide said was on a beautiful hilltop location. It was a pretty warm day and as we climbed, and climbed, and climbed we realized we weren’t seeing any more signs for the museum and were lost (more on that in #2 below).
At this point, Rich could have started cussing me out, but he understood it was all part of the journey. If I hadn’t had him along, I might have thrown in the towel and headed back to the subway station. That’s why it’s important to surround yourself with like-minded people. They will encourage you to keep pressing on.
Lesson #2: People Want to Help You
So there we were, lost in Seoul, but we saw a police “box” which is an extremely small outpost for a policeman or two to stand in. I figured “what’s the worst that can happen” and went to ask for directions. The two Korean policemen were extremely young, maybe around 18, and I had no idea if they spoke English. Luckily, even though they didn’t think so, their English was very good. One of them even drew a map on my guide book to the museum. We followed his map and ran into another police box. The policeman there gave us the final directions and we finally made it to the museum.
I’ve traveled to at least two dozen countries and have found that people, in general, are very friendly and are willing to help you out. This is a good lesson for entrepreneurs: if you are stuck, ask for help.
Lesson #3: Never Quit
We got the museum and asked the security guard about tickets. He made a chopping motion with one arm against his forearm. He was either a Seminoles fan or something was amiss. He was on older gentleman who didn’t speak any English and flagged down a co-worker. She told us the museum was closed! According to the guidebook, we were there during normal hours, but apparently they were going through some renovations or something. Rich and I laughed it off and starting heading back down the hill. We went back to our hotel and rehydrated with a couple of cold ones. Rich was able to climb the hill near the hotel at sunset and snap some cool time lapse photographs from the old city wall, so the day wasn’t a total loss.
This could have been a very disappointing afternoon, but the way we looked at, it was just one event in a very long journey to create. In addition, we’re likely to go back to Korea again next year and can give it another shot.
There you have it: surround yourself with like-minded people, ask for help when you need it, and never quit. And by the way, if you are ever in Seoul, please let me know how the Korean Furniture Museum is ; )
(Thursday night) We got kicked out of the house! Given that we’ve been banished, it seemed like an opportune time to update the blog. Some of you have asked “Jerry, what’s up with the blog?” Well, it’s three things. First, I’ve been busy keeping the world safe for democracy in my day job. Mrs Woodworker won’t let me retire, so we have 23 more months to go. Second, Traughber Design has been swamped with orders, which is a good thing. Third, we’ve been getting the house ready to sell so we can continue our minimalism journey. That’s the reason we got kicked out of the house tonight: our realtor told us to beat it for the open house. That actually turned out to be a blessing since we caught up on our Five Guys addiction and it gave me some time to update you on the happenings at Traughber Design.
As far as those commissions, many thanks to Lisa Love for the furniture repair commission, Jeremy Wood for the woodturning commission, and neighbor Dave Strong for commissioning two home base footstools. Dave also commissioned some baseball bat stools which we’re working on. And a huge thank you to Dr Steve Ford for his gun cabinet commission (see our first post about that commission here). Speaking of which…
The picture above shows the glue up we did today attaching the face frame of the gun cabinet to the cabinet itself. Believe it or not, it took almost 40 hours to get to that point. The cabinet involves over 70 pieces and it took some time to carefully select each piece to match grain and avoid knots in the raw boards. In order to maximize efficiency, I cut all the 70 pieces at once so I didn’t have to keep switching back and forth between tools later. Not that it wasn’t fun, though. I enjoy letting the wood talk to me and tell me what each part wants to be. It’s also important to finish sand certain parts before gluing since they won’t be accessible once they are glued together. When finish sanding with three grits (80, 120, and 180) it takes some time. Be sure you are not sanding where the joints glue together, however, or you won’t get a solid bond. In the next step we’ll cut the two back panels which consist of black walnut plywood. After that, we start working on the base molding and crown molding which will be three carefully routed pieces glued together in an intricate pattern.
While projects like Steve’s are drying, I flip over to the second project, in this case the baseball bat stool. Thanks to Jacob Hummitzsch for his engineering prowess on this one. We jerry rigged a frame to hold the bats in place and to get the angles right for the stools. Now I just need to drill the holes and dry fit everything together. With any luck, I’ll post an update with pictures when that stool is done.
This interview is our fifth in a series of interviews with entrepreneurs and makers, this time with magazine writer, blogger, and photographer Lisa Traughber, the Best-Sister-In-The-Whole-World. Lisa has been published in multiple magazines and also won several photography awards. Our readers may find her move to slash her work hours in order to create very interesting.
Thank you for doing the interview. You have many creative talents and I think our readers will be interested in how you were able redesign your life to shift your time from working to making. You only work 3 days per week and spend 2 days per week creating: writing for magazines, blogging, and doing photography. You made that shift some time ago, and how you made that shift might be very interesting to our readers.
You’re welcome. Thank you for your interest.
You started with writing for magazines and have had several articles published. Tell us a little about how you got started.
I took a week long class a number of years ago that was devoted to writing articles for inspirational magazines. The class was held at the beautiful Glen Eyrie located in Colorado Springs. The class taught me everything I needed to know to properly submit articles for publication.
How were you able to go from 5 work days per week to 3?
I changed job locations within the same organization. The location change was the right time to cut down my work hours so I could pursue other things. The change also gave me more time to spend with my family. The people in administration at the organization were happy because they wanted someone who would be flexible with their hours when they opened the new location.
Was that a difficult transition?
It was a very easy transition. I simplified my expenses and had my mortgage and car paid off, so I had more freedom in cutting down my work hours.
Tell us a little about the focus of your blog.
My blog is specific to nature at the Horicon Marsh in Wisconsin. This includes the Horicon National Wildlife Refuge and the Horicon Marsh State Wildlife Area. My blog focuses on wildlife and plants along with talking about photography. My main goal is to share the beauty, creativity, and artistry found in nature.
How did you get started in photography?
I have been interested in photography since I was in high school. I set up shots around the house and took pictures in the yard. Later, two of my favorite subjects were (and still are) my niece and nephew.
You’ve won some awards. What does it take to get to that level?
It takes practice and study. I have taken thousands of poor photos. That part is necessary to arrive at an exceptional photo. I have also taken online classes and done a lot of reading. That has been helpful in learning the technical aspects of photography that can improve a photo. I am still learning and I share mistakes with my readers so they can learn with me.
The blog is something new you added in 2016. How is that going?
The blog is going well. I want to do at least one post per week. This motivates me to get out and shoot regularly. The blog is a wonderful outlet for me to work on my photography and writing skills. I have new readers checking it out every week.
How often do you write?
I write for the blog at least once a week. I also write in a journal occasionally. My focus is on the blog rather than writing magazine articles now. I enjoy the creative freedom that writing for a blog provides. When you write for magazines, you have to follow their writer’s guidelines. You may also receive more rejection letters than acceptance letters. That becomes discouraging. When you write for a blog, you may receive immediate feedback and, in my experience, it has been encouraging. Bloggers are often good cheerleaders for each other.
What have you learned on your blogging journey?
Prior to starting the blog, I took the class “Creating WordPress Websites” through Moraine Park Technical College. It is a 6 week online class. I learned everything I needed to know to get a website up and running. Knowledgeable instructors answered all of my questions. I highly recommend it.
Any big plans for 2017?
I plan to take the class “Writing Effective Web Content” (www.ed2go.com/mptc) to help me to develop my writing skills. I also plan to watch a photography DVD series I purchased a while back to improve my photography skills.
Tell us a little bit about your creative process.
My blog is photography driven. I will go for a drive or hike at the Horicon Marsh and whatever happens to be there that day can become the subject for my blog. I develop the written content from the photos. I try to include interesting, educational content as well as personal insights. At times, I will decide to look for something specific, like macro shots. I may also talk about the process of taking the photo if I think it is helpful for my readers.
What advice do you have for beginning bloggers or photographers?
I recommend taking classes, reading, and talking to other bloggers and photographers. You can avoid a lot of mistakes by learning what has worked for others.
Anything else you’d like to share with our readers?
Don’t be afraid to jump in and start your own blog. It is a great opportunity to learn and to meet others who share the same interests.
Thank you, Lisa!
For our other posts in the entrepreneur interview series:
Amazon best selling author Lawrence Colby, write of The Devil Dragon Pilot: Part 1 and Part 2. Colby has finished his draft of his second book, The Black Scorpion Pilot. Stay tuned for another interview with him after the book is available on Amazon.
This is our interview with our fourth entrepreneur in our interview series, Haleigh Heard, owner of S’Cute Petite bakery.
Tell us a little bit about your company.
I am a home bakery which specializes in cupcakes.
What else do you make?
You make other things besides cupcakes.
You made a cake.
I made a cake for a birthday party.
You made a cake for us, too.
Yes, I did. I don’t normally do cakes.
What is your biggest seller?
My biggest seller is my chocolate chip cupcake with butter cream or cream cheese frosting.
Is that the triple chocolate one or is that a different one?
It’s a new one. I’ve improved on it. It’s pretty good, you should try it sometime.
I should. Valentines Day is coming up. Can I place an order?
Sure. If you buy twelve, you get one free.
I’ll buy twelve then. Can you make twelve for us?
Sure, no problem.
How did you get started in baking?
I think I found my passion for baking about 4 years ago. Every Saturday afternoon I would go on Pinterest and I’d find something to bake. I’d bake it and bring it to Sunday School. I’d give it to the people in Sunday school class and say “try this.”
That was probably a ready audience.
I’d say “Did you like it? Did you not like it? What can improve? Is it good?”
Tell us a little bit about your creative process.
My creative process is pretty much I go on Pinterest a lot. I look at things. That’s how I got my chocolate chip cupcake. I forgot a couple ingredients in the recipe, and I decided to throw a handful of chocolate chips in it. It was probably the best chocolate chip cupcake and everyone was talking about it.
What are some of your entrepreneur lessons learned so far?
I’d have to say, you can never ask too many questions. I’ve asked my Dad a million questions like how should I sell my cupcakes? How to price them? My delivery system? How I should deliver? And then I think, just have fun with your business. You started it for a reason. It’s not a chore you have to do. I think that’s what I thought in the beginning was I had to have the perfect cupcake when I deliver it. It has to be perfect, and when it’s not I had a meltdown. I threw the cupcake away and I started again. That’s just the way my mindset was, that it had to be perfect. Now I’m having fun with my business. I’m getting more opportunities to promote myself.
Just have fun.
Or else, why do it?
Why do it? You have fun, right?
Absolutely. My time in the wood shop is a lot of fun.
Really, have you ever stabbed a finger? Did you ever miss?
I stabbed myself with the jigsaw the other day. It wasn’t too bad. I rinsed it off, slapped a bandaid on it and kept going.
Shake it off, right?
What advice do you have for beginning entrepreneurs?
Have fun. You started your business for a reason. Don’t make it a chore.
Anything else you’d like to share with our readers?
I am planning on doing coupons and gift certificates, for things like Valentines Day, Mothers Day, and Fathers Day.
That will be a big seller, I think. Try it. If it doesn’t work, move on to something else. Where can we learn more about your company?
You can can go on Facebook and type in “S’Cute Petite” (click here to go to Haleigh’s business Facebook page). I’m trying to figure out more options.
Are you going to have a website besides Facebook or is Facebook going to be the primary?
Facebook is going to be the primary because you can go straight to Facebook Messenger and let me know what you’d like.
Thank you for your time, Haleigh. We love the cupcakes. Readers, go to Haleigh’s FB page and order some!
For our other posts in the entrepreneur interview series:
Amazon best selling author Lawrence Colby, write of The Devil Dragon Pilot: Part 1 and Part 2
We just made another deal last weekend to make some baseball bat themed footstools and bar stools, which was terrific. Then I did the math on our total backlog and it’s over 100 hours! Remember, this is a part time gig until I retire (Mrs Woodworker won’t let me retire) and I can only comfortably do about 6 hours per week in the wood shop, especially given work travel. That means my backlog works out to about 17 weeks or 4 months, which is too long for my taste. Why? Because there are a few other commissions I’ve been discussing with potential clients that I’d really like to build. They look like really fun projects. Doing these new deals is not about bringing in new business, but about making things that are interesting. How does an entrepreneur manage their backlog when it gets too big? Read on!
#1: Throttle Back on Marketing, But Not Completely
An entrepreneur needs to maintain the flow of business, because the backlog could be gone at some point. We always want new business walking in that door, but not too much or quality will suffer, or we’ll have to turn away too many clients. To give you a specific example, you may have noticed I’ve started to tweet here and there with some updates on what is going on in the shop (follow us at Twitter handle @TraughberDesign). I could be tweeting a lot more, but decided to just tweet occasionally until we’ve worked off more of that backlog. We also have a Pinterest account and could be doing a lot more other on the social media front with apps like Instagram. At this point, though, we need that time in the shop.
Something else to start thinking about is what is your ideal backlog number? That number could be in hours or number of projects to ship, or some other metric. Then work towards that metric you’ve set. Over 100 hours is too much right now for Traughber Design, but once I’m doing this full time, that number may be too low if I work a 40 hour week in the wood shop. What’s the right number for your business? Have you thought about that? You want enough of a backlog to keep yourself gainfully employed for a while, but how long? How frequently does new work typically come in the door? As I mentioned earlier, this backlog will take me 4 months and I can estimate pretty well how much new work we’ll get in that time period. That will determine how much effort (or not) we spend on marketing. We’ve already had 4 commissions this year and it’s only February so we need to manage the incoming and outgoing flow.
We just talked about investing less (time) in marketing, where should the entrepreneur invest?
#2: Invest in Capital Expenditures that Make You Faster
Maybe buying tools should always be the default answer! One can never have enough tools, I suppose, unless you’re traveling a minimalist journey as Mrs Woodworker and I are. But what do I mean by “buy more tools”? I mean to look for opportunities where a tool or jig will make you faster or more efficient in whatever your creating enterprise is. To give you an example, I anticipate we may be making a lot of the baseball bat themed foot stools and bar stools. Is there a tool I can buy that will speed up production while maintaining or improving the quality? Is there a jig (a specially made apparatus to hold pieces in place to make cutting/sawing/drilling/etc. easier) I can make that makes positioning the bats easier to speed things up? Yes, of course there are. I’ve made one prototype foot stool from three bats and can see the value in making a jig for the bar stool to precisely align the bats and drill holes for the cross pieces that will hold the bats in place in the stool. If I make the jigs now, we’ll reap the benefits in the long run with time savings on every piece.
So we can speed things up with capital expenditures, but how about allocating our time wisely?
#3: Reallocate Your Time
As I wrote about earlier in the post Get Out of the Rat Race: How to Manage the Transition from Career to Maker, entrepreneurs have tremendous freedom to decide where to focus their efforts. That’s one of the reasons we start these journeys: freedom and creativity. Not only is it about allocating time after the day job is over, but occasionally an entrepreneur will run across some “bonus time.” There was a bit of serendipity with this holiday weekend. We had planned to go cross country skiing in West Virginia, but the snow forecast was abominable. We cancelled and went out with friends at least one night, but that freed up the entire weekend for some making every morning. I’m the lark, or early riser, in the family so I naturally get up to write a little then hit the wood shop before every one is up. Then we spent the rest of the day together. I try not to work in the shop late in the day because fatigue and power tools don’t go together. I’d like to keep my fingers. If you are an entrepreneur, look for opportunities like that to do a little extra making. For you, would that be early in the morning? Stealing some time during the day? Late in the day? Using a portion of a holiday weekend?
As we’ve written about earlier, if you don’t have enough time you can always pull out that time creation machine we wrote about in the post Time is not Finite and make some time.
#4: Enjoy the Ride
When you run across a “problem” with a backlog like this, it’s important to step back for a minute and do a couple things.
One thing is to pat yourself on the back for having a backlog in the first place. Remember when you started as an entrepreneur? You had zero backlog and were just hustling for revenue. Now that you have one, congratulate yourself. Mo Johnson, the owner of Better Display Cases, discusses that more in our entrepreneur interview series.
This is Part Four, the last portion of our interview with Mo Johnson, the owner of Better Display Cases. For Part One click here, Part Two, click here, and Part Three click here.
I want to be respectful of your time, I know you’re busy. Last question. Anything else you’d like to share with our readers?
One thing I want to say is vets have a big leg up. I don’t know if people understand that. There is a lot to being successful on Amazon and on the Internet. Of course, you need to have a good product. The most important thing of all is your reviews by customers. So that’s super duper important. So generally speaking, people want to help out a vet. That’s what I put on every product we sell, which has a little slip of paper in there explaining who we are. The business was started by a vet. We get a lot of good feedback. You’ve probably seen those things. We just get a lot of good feedback. We have a good product, and we have outstanding customer service. I believe that vet thing really is the difference. The key thing that has put me over the hump. It’s the difference maybe between 90% positive and 99% positive. That difference is everything.
Who doesn’t want to support a vet?
Yeah, all things being equal. On Amazon, the difference between ranking #1 and #10 is everything. #1 gets 90% of the sales, and #10 gets no sales. #2 maybe gets, 10% of the sales. That vet thing is huge and I don’t know if vets really understand that. I just point that out. Especially if you’re competing in a big way. I’m sure people like to help vets locally, too, but I’m not sure there are a lot of vets that sell locally. It’s a good thing. I just stumbled on this, I didn’t know. I’m competing against big sellers all across the country and when the buyer looks at two things all they know about it is “vet” or “no vet.” It’s a really big advantage I think. A lot of people comment on that and say “thank you for your service” so I know it’s a pretty big deal. I know it’s not much of a difference between the good sellers and the outstanding ones, as far as the metrics go. It’s not just Amazon, it’s eBay, it’s Walmart, Etsy, all these places we’re on now. That’s been a really important factor.
If you have more thoughts, send them my way. This is probably going to be a two or three parter, which is good. Thanks!
Mo Johnson sent the following thoughts via E-mail after the live interview:
Hey Jerry, thanks for the interview. Love the blog you are doing — great idea. One thing we didn’t talk about is how we came up with the motto: “display your story”. That happened after I was floored by customers contacting me, sharing very personal stories about how much our cases meant to them. Usually it involved an item that they were displaying that had belonged to a loved one who had passed away. I mean people have called me, literally crying and telling me they wanted me to know that our cases were much more than just a display case. That all really surprised me and changed the way I thought about the business. We weren’t just in the business of creating, manufacturing and selling a product. Rather, it is more about the item the customer is displaying. More about their story. Displaying their story. That’s really what it’s about. We are helping people to display (and thereby tell) their life stories, the things most important to them.
OK, so that’s one thing I wanted to mention. Also, one point of that is that once you start down the entrepreneurship road, you really don’t know where it will lead. So, that’s both scary and exciting.
Another thing, related to that, is I think you and I spent a good amount of time with me dwelling on the negatives of entrepreneurship — the long hours and stress of it. And the impact of that. That’s definitely true and important to understand. I was tired yesterday so thinking more about that side of things 🙂
On the other hand, it is also very rewarding to know that you are building something from nothing to what it has become. The impact that it has on so many people. It may sound corny but in its own way, Better Display Cases has changed the world — for the better. Many display cases we design, make and sell are new and different and never been seen before. Most were things customers asked for. They are being used to display people’s stories that maybe would never have been told otherwise.
That’s what I was getting at when I mentioned before that I work all the time. That’s true. The business is on my mind pretty much all the time (unless something more urgent replaces it) — but my mind is always wandering to what we can do better and solving problems. And, I have piles of notes and calendars and audios — all with notes of ideas I’ve had that I wrote down or recorded and need the time to go over again and implement. I also have a never-ending flow of emails and online blogs, audios, articles, etc — all with ideas, tools, etc that can improve the business in one way or the other.
Right now I’m initiating a huge change that hopefully will put all our selling channels on one place where we can change all listings from one central locations if we want to make changes and also keep track of inventory — and also do shipping. Part of that is negotiating a better deal with FedEx — anyway, all that is a long story, but just a small example of the kind of things I’m always working on. Many things you try don’t work. So, it’s not a straight line. Which is part of why the process of innovating and getting better is never ending. Each one of those things involves not only the technology but the people and the partners and all the issues that go with all that.
Then, as a small business owner I’m also building manager (yesterday just before you got there, a pipe burst that I was dealing with). I’m chief technology officer (anything breaks, my problem). Chief tax officer (have a part time accountant, but I still have to gather all the info for her which is the most time consuming part). Custodian (thinking of hiring a cleaning crew, not sure if worth the money). Head of HR. On and on. There’s no substitute for the owner. Only the owner cares like an owner.
Theres nothing as hard, or rewarding, as starting and building a small business. So, there is not enough time in the day to do all I would like to do. Which is why, there’s never a spare moment because I always have good stuff I could be doing. That’s the working all the time piece.
But, importantly, I don’t think of it as work at all. It’s just me. It’s who I am and what I do — as much as I can. There’s almost no where I’d rather be than in my office, “working”. So, I both work all the time and not at all — if that makes sense. It’s very cool to wake up every day and know that your time will be spent building something of your own — rather than something that belongs to someone else.
Another thing — I mentioned how being a vet is a big advantage for me. The other thing that has really helped is that I have little competition. The reason for that is that my business is a terrible business in many ways. When I started, I mentioned those groups I was part of that were looking at importing from China. I mentioned my idea to them. Unanimously — everyone said it was the stupidiest idea they’d ever heard. “Of all the things you could import from China, why pick something so large, expensive to ship, and so likely to be damaged in shipment — nightmare.”
I replied: “yes I agree, show me something else I can import that has the same profit margin”
So, I gave it a shot (by the way the profit margin has turned out not to be as great as I thought when I started, but still, fortunately, it’s good) .
Really that is a common thread in the business. Most of the important things I’ve done that have proven to be really successful were things I was told not to do.
1. go into the acrylic display case business 2. sell them on Amazon 3. make cases without mirrors 4. make cases with silver risers (in China they told me “no body like silver; everybody want gold” — this is what I began to tell you at one point yesterday — if one of my competitors wanted to do something like sell with silver risers — first they’d have to convince their supplier to go to the manufacturer and then the manufacturer would have to agree to make them. Plus, the big supplier in the U.S. is HUGE and orders millions of cases many months in advance. So, probably won’t even listen to a small seller. We are small, nimble, responsive, willing to take risk. We cut out the middle man and design/manufacture ourselves and sell direct to the customer.. Anyway, China was wrong. Lots of people want silver risers. 5. make cases with black risers (see 4 above)
So for me, it’s truly been the road less traveled that made all the difference. Well, that should about cover it I think. Again, thanks for the interview. Talk to you later
Sorry, one more thing, then I’m done.
I didn’t talk much about all the customization work we do. I’d say about half the cases we ship require some major customization — changing riser color or mirror or turf, etc. You probably had the impression we just ship what we receive from China. But, because we have soooo many options, it doesn’t usually work out that way. Which is a huuuge challenge.
Many thanks to Mo for not only his time during the original interview, but also taking the time to document and send his thoughts after the interview. I don’t know about you, but I learned a lot listening to his story of success!
Last week we passed 1000 readers of the blog! Many thanks to all of you for spending the time here and your support. As you can see from the picture, the blog seems to be really taking off, which is encouraging since we just launched on September 8th.
We’ve learned many things about blogging and launching this digital side of Traughber Design which I’ll share in a future blog post, but just wanted to mark this milestone and pass along my thanks to all of you!
One day, Mrs Woodworker decided that she needed one of those gargantuan stainless steel refrigerators to spruce up the kitchen. I reckon’ I don’t have a problem with that, since the other appliances were already stainless steel or were about to be upgraded to stainless steel to jazz up the kitchen. Being the awesome husband that I am, I told her to buy whatever she wanted. She’s pretty frugal so I figured this was a low risk offer. So she did some serious refrigerator reconnaissance, ordered one she liked, and the company delivered it. Lo and behold, it didn’t fit in the alcove in the kitchen! Now if I was buying a refrigerator, I’d measure the opening and buy an appliance that fits the hole. But that’s not how the mind of Mrs Woodworker works. She thinks “Aha, I’ve got a husband that makes things and has really awesome Festool tools. I’ll buy whatever I like and he’ll figure it out.” Which is what we did. Thank goodness we had invested in good tools. Here are 3 reasons you should invest in the best tools you can afford:
Reason #1: Speed
All sarcasm aside, it was fun to whip out this project over an hour or two last weekend. We had to knock out some of the drywall to the left of the fridge when we installed it, and there was an ugly jagged edge there where the drywall was missing. Given how close the refrigerator was to the wall, we couldn’t just slide the refrigerator out and replace the drywall. Using the planer, track saw, mitre saw, and router, we were able to cut moulding as shown in the pictures to 1/4″ thickness, 1″ width, and then routed the edges with a 3/8″ round over to make it blend into the wall a little. In addition, I mitered the upper corners to make it look nicer. After a coat of paint to make it match the walls, we were done. That sounds like an incredible amount of work, but it only took and hour or two.
There are a couple ways that buying into a system of tools increases your speed. One is that if you have the entire core of tools, you don’t have to jury rig something to make the desired cut, which I’ve had to do in the past. You already have the right tool for the job and can get right down to the work. In addition, if I had had a myriad of tools that weren’t part of a system, switching the dust vacuum back and forth between tools could be an issue which would reduce our speed. For example, with the Festool system you can very quickly switch the vacuum from tool to tool. Speaking of the dust vacuum…
Reason #2: Your Health
I can’t emphasize enough the importance of buying quality power tools along with a dust collection system. For this project, I was able to shift the dust collector from the sliding compound mitre saw, to the track saw, to the router in no time flat. Unfortunately, the planer generates a ton of shavings and dust so I just did that outside. When cutting small pieces like this moulding there is usually plenty of ventilation outside, but for planing large boards, use a mask. But most of the work you do will be inside, and that’s where a HEPA dust collection is so important. Those tiny particles you are generating with all those tools will lodge in your lungs over the long haul and you will be incapacitated. I have read multiple articles over the years about woodworkers who didn’t think carefully through this and developed lung issues. No one wants that. Get the dust collection system.
Reason #3: Simplify Decision-Making
I was giving a shop tour to a young fella the other day who was trying to get some ideas for setting up his own shop and was deciding whether to invest in Festool. If he does go that route, he’ll have the advantage of owning great tools much earlier in life. I didn’t start buying my high end tools until 2014. Now when I buy tools, I don’t have to agonize over it. I’ve bought into a system of tools that interconnect and have proven themselves in the shop. If I need a new tool, I just buy Festool if they have that tool.
Truth in advertising here, I’m not a Festool affiliate and receive no compensation from them. I’m just a Festool Fan (see our post here about why I love Festool and our post here about tools and minimalism).
As we said in the title, buy the best tools you can afford. They will increase your speed, save your health, and simplify your decision-making. You won’t regret it.
This is the Part Three of our interview with Mo Johnson, the owner of Better Display Cases. For Part One click here. For Part Two click here.
So how was that transition going from the military to being an entrepreneur? Although, I suppose you always were one, weren’t you?
That’s why it’s hard. I never really decided to be one. I never finished that story of how I got into display cases. I always had the idea of being an entrepreneur. I applied for other (government) jobs and none of those panned out. In retrospect, I spent a lot of time applying for jobs. I guess it was a waste of time. So I was separately doing different tracks. I’m not crazy; it’s not like I said I’ll never work for the government. It wasn’t like that. It just happened. I had a website which might still be up called Zero Risk Internet Marketing, and I was going to help small businesses improve their internet marketing and get paid for that. My zero risk concept, which I still think is a good concept, but it didn’t work for me…that’s what I was saying, things that work you invest more, and if they don’t you’ve got to quit. My concept with that is that I would work for free for people, but we would split the profits of whatever sales I was able to increase. Obviously there is a real problem with tracking that. How do you know what your impact was on a sales increase? I never really solved that problem. I worked for a couple people and helped them out, but they never paid.
I can see that would be a problem.
It was, what do you call it, a non-profit situation. So I was helping a lady, she was doing a website to help vets start businesses which is kind of, what’s the word?
Ironic? (both laughing)
That was me (a veteran), but she didn’t want to pay me. So I stopped that project. If you went to that website it looked pretty good and I never made a penny out of all that effort. I had a few months there where I still had government pay. At that point I decided I’d be a realtor. Not a bad idea. Maybe that would have worked out well. I have a website called PWCVA.com which I used to put a lot more effort into. It’s all local in Prince William County. So my idea was I would use that to market and be known. I would focus on representing military buyers, which is a great, great market if you can get ’em, because they are easy: they have guaranteed income. They can get the loans.
You can link up with USAA and their transition program.
They move a lot, so it’s high churn. All that sounded really good. I’ve always really liked real estate. I loved visiting houses and seeing what they’re like. I love that, actually. It was kind of fun for me. So that was what I was going to do. And I was beginning the process of studying for the real estate exam. One day, I don’t know why, for some reason, I searched Google for NFL Fatheads. I used to rank high for that search term with SECSportsfan. I think I was just curious. At that point I had given up on the idea of making money on the Internet. That’s impossible. And up popped somebody’s store on eBay. Like #2 or #3 in Google. I was like wow, that person’s doing pretty good. They’re getting a lot of good searches. Wonder how they’re doing it. So I went to their store. I wouldn’t have ever pursued anything except I would have figured well, somebody just got lucky. Maybe they put a lot of money into it. Maybe they know somebody. Maybe the New York Times wrote an article about them and that’s why they’re ranked. Who knows. I wouldn’t have thought anything of it, except the guy who owned that page, I knew. He used to be a partner of mine. So I was like, if he can do it, I can do it. I know him. Right at that moment I had picked up the phone, and I called Fatheads. I said I want to sell Fatheads; how can I become a distributor? Luckily I got Lindsay Fraterolli. That’s the person I talked to. She signed me up, and she gave me a lot of tips along the way. I never would have made it without her. I started selling them on eBay, and it worked. I sold a lot of Fatheads that Christmas. That was December 2013. I had no job. I had nothing going for me. I did this thing with Fatheads. I was just amazed. I had tried so hard and gone through so much and it had just all just fallen apart really. They had a cash register. It used to go ka-ching, ka-ching. And I was just amazed. It was ka-ching, ka-ching. Ten, fifteen, as it got closer to Christmas is was twenty times a day. To me, that was amazing. I was making, I don’t know, ten or fifteen bucks on each one. You add that up it’s a few hundred dollars a day.
Not bad. Not bad.
The only limit was they had limits on the eBay account. They had limits on how much you could sell. I would hit that limit every day and kept calling them every day and ask for exceptions. They kept trying to make it better. Once that happened, it was working. That’s it. I was on to that. One thing leads to another. I started selling Fatheads on eBay. I started selling football helmets on eBay. I found a guy who was a distributor wholesale. All this stuff I wasn’t buying, I was just getting the sale and it was drop shipping. Fathead was shipping it. I was making the money. I was selling a good bit. Growing, growing, growing. Then in January, eBay called me out of the blue and said “Hey, we see you’re selling sports-related stuff, do you have any display cases?” I said “What are you talking about?” They told me “People put collectibles in display cases, and we have a lot of demand for them and not a lot of supply so can you help us out?” I said ” I don’t have any, but I’ll look into it.” I looked around a lot. I tried to do the same thing I was doing with Fatheads and football helmets. I tried to find somebody I could buy them from and resell them. I just couldn’t really find anyone. I had a hard time with that. At the same time, I was looking for the next thing. I was in a lot of Facebook groups at the time. Somehow, I was involved in people talking about importing from China. That was big. It was just starting back then. The idea is you buy stuff in China, import it, resell it. I was already trying to figure out what I could do. It sounded like a good idea. Then I get this call from eBay out of the blue. I know there’s a good demand for it, and not much supply. It’s a pretty credible source if eBay is calling you.
Seems like a no-brainer.
I searched on Ali-Baba for display cases and lo and behold, and I didn’t know this, but China makes all the display cases in the world, for the most part. I got a couple samples from a couple different people. I ended up selecting a company to go with. That’s a whole story in and of itself. Part of the way that worked, I bought an ebook online from someone that had been an importer all their life. They wrote an ebook about it and they put in there if you buy my ebook I’ll help you out personally you can contact me with any questions. It’s pretty scary, the first time you’re sending somebody a $30,000, $40,000 check and you have to trust that it’s going to come. That’s a big deal. That’s why I’m saying, I was very fortunate. There are many places along the way where I was lucky. That’s why I wouldn’t tell someone to be an entrepreneur. I know where I’m at and it’s a good place, but it’s a risky place and could still fall apart. I know the stress and difficulty. That’s why I wouldn’t tell somebody to be an entrepreneur. You’ve got to be lucky. I chose one, but I wasn’t sure, there was something questionable about the payment they were asking for. I had this guy with the ebook and he looked into them assured me they look credible and go with them. And it worked out. They’ve been great. They’re a great partner. They make a great product and stand behind it if there are problems. I just haven’t ever had any problem, and obviously that’s crucial. So that’s how I got into display cases. So I still sell those, those are my three products. The display cases are the growing part of the business, because I can control it the most. I design them myself. All the cases are things I made up. I didn’t just copy someone else’s. I got generally speaking, ideas, but I set the measurements; they’re mine. No one makes them exactly the way we do. Once we started going then it’s been the feedback from the customers and also my employees who’ve come up with a lot of great ideas. That’s what’s really propelled the company. First it was just the basic products, which by the way at first, I stored in my house and shipped then from my house. Then I got a storage facility, Dumfries Self Storage. At first I started with one storage facility, when the first container from China came, it’s not going to fit in there. Luckily, and again I keep saying this word, it just so happened, because usually that place is full. They had another storage place right next to the one that I had already got open. So I was able to that day to go down and get both of them, and I needed both of them and so we filled up both of those storage places. I worked out of there for about a year, I guess. No electricity, no heat, no lights. That was difficult, in retrospect. That’s why I always, when ever people complain here, I’m like…
This is ten times better.
You have no idea. They’ll say we’re not going to have space for the next shipment. Believe me, we have space.
We’ll figure it out.
The things I did, no employee would ever do. Everything had to be stuffed in there. I didn’t have enough space. I’m not stupid. I know what stuff sells the most. I’d put the stuff that sold the most in front. But still, every once in a while a customer would order something that was way in the back. So my choice was either to pull everything out, or I would take my shoes off and climb on my stomach like a snake and go all the way to the back. I would be sweating like a pig coming out of there. I just remember all that. That’s helpful when you are growing to look back where you were and give yourself a pat on the back and realize how far you’ve come. You have to enjoy the ride. Otherwise it’s no fun at all.
It seems like the business is doing really well. You have a couple employees I met on the tour, and then you talked about a vacancy, and there’s a lot of turnover. How do you deal with all of that? That’s one of the challenges, right?
Yeah, that’s one of our biggest challenges is keeping employees. I have two great employees now and we had two other great ones. They were missionaries and they were called by God into the mission field.
You can’t really argue with that.
I can’t compete with that. I lost them. We’re just trying to replace them. There was so much we could do when Wayne was here. He did a listing on Indeed, I think it was. It was a great listing. Better than I ever could have done. I wouldn’t have thought of how to present the job in such a positive light as he did. We got flooded with applications. I was shocked. I always thought we would have a really hard time finding anyone. We got hundreds of applications. That was a lot of time to wade through that and talk to people. We went through that whole process. We picked somebody. He didn’t work out. I had to fire him, actually. We went to the next guy. It took awhile to figure out that he wasn’t going to work out. Then I got rid of him. Then we brought in our second choice guy, he was still available. He was great. Then his family moved to Arizona. The other people have not been so good (laughing). They just didn’t like the job, I guess.
You said some people don’t want to work. Which is kind of surprising.
Some people don’t. Everyone has a different story. Hopefully I’ll find somebody good. That is the biggest challenge by far. Honestly, there a lot of options. That’s one of the nice things about having a business: you have a lot of options. We could ship more to Amazon. We could change things so that we ship everything just to Amazon and we have Amazon fulfill our individual orders. They already do a lot of that if you have Amazon Prime and we have the products there, they come from Amazon. Right now, we’re so far behind. We got wiped out over Christmas. Everything got sold. What happens then is we have the listings both ways, you can buy them Amazon fulfilled if they have them, or we ship them. Right now we have nothing there in stock which means everyone is buying direct from us. With one guy, basically, and me helping, we’re doing all we can just to fulfill the individual orders. We need somebody to work full time on shipping to Amazon so we can get caught up. If we ever did get caught up, and we got everything in to Amazon then we could change things and have Amazon do everything and fulfill individual orders. But that costs a good bit. I would rather hire someone and do it from here. It would be more cost effective. We already have a warehouse, the facility. A lot of people don’t. Some people do this stuff in their home office sitting in their underwear, they have nothing. Some people, believe it or not, buy stuff from China they ship it direct to the Amazon warehouse and all they’re doing is sitting on the computer passing money around and telling Amazon what to do. Our product requires a lot more attention, I think. That would be hard for me to imagine.
Maybe one of our readers is looking for a job and they can contact you.
I’m trying to transition everything to Made in the USA and I hope to be able to do that this year. I’ve been working with a guy in North Carolina for a while and gradually having him make more and more of the cases. I’d love to be 100% “Made in the USA” by the end of 2017.
Stay tuned for Part Four, the last section of our interview with Mo…