Page 10 - CMA PROfiles Winter 2021

The Evolution

OF BUSINESS
Outsourcing

CHOOSING OUTSOURCING OVER AN IN-HOUSE SOLUTION by Joe Knobbe
When Amanda Conger Randy doesn’t outsource pre-finished components/doors
approached me about the because custom finishing is part of what makes the company
2021 theme, we talked about unique; the business often provides whole-house trim packages
the ways that businesses that they pre-finish as well. Randy’s has a full-time finisher on
can evolve and overcome staff.
challenges — whether
external, such as COVID-19 They also outsource some drawer boxes from CCF.
and recession, or internal, like On some projects (often for insurance claims), they outsource
family changes or financial hits. face-frame cabinet components from Cabinotch. They like the

I immediately thought of one of the most effective fast lead time, low cost, and efficiency, and Niewind says this
game-changing strategies I’ve seen in my decades in the allows them to take on projects they would normally have to
industry: Outsourcing. pass on due to short turnaround times.
Many people are attracted to woodworking and its many Randy is currently outsourcing an entire kitchen to another
offshoots because they love the craft and tradition. They love CMA member — the job called for frameless, high-gloss acrylic
making things with their hands. panels, and the shop doesn’t have an edgebander.
Sometimes this translates to woodworkers taking what you The company has had experiences where outsourcing didn’t
might call a “purist” approach, committing to their products work out well. At one point, Randy’s took on commercial
being entirely made in-house.
jobs, but subbed the work out. Unfortunately, the sub proved
I understand the motivation, but most people who want to to be undependable so Niewind decided to stop taking on
make a living in this industry have to take a hard look at the commercial jobs and stick with a focus on residential.
philosophies they brought into their businesses and recognize
which ones are holding them back — or pulling them under. Matt Krig

Early in my career, I worked with a company that made Northland Woodworks — Blaine, MN
everything. It’s mind-boggling to think back on the Krig’s outsourcing strategy is one that many CMA members
time-consuming lengths we would go to for a single project. take advantage of.
Although the company had many talented craftsmen, it was “I outsource all of my problems and questions to this amazing
always struggling financially and eventually shut down. With the service called the CMA,” Krig says. “The turnaround time and
benefit of hindsight and experience, I can say with confidence
that its refusal to outsource was one of the major reasons it quality is always on point and leaves me wondering how they
failed (not focusing on sales was its other Achilles heel). do it. The CMA has many locations throughout the country
and is continually growing. Its people are all super helpful and
Fortunately, you don’t have to take my word for it. Here are
insights from other CMA members who share their business friendly no matter what I need or who I get ahold of.
models related to outsourcing. “If you haven't tried outsourcing your issues, I'd highly
recommend trying it,” he adds. “I know I’ll never solve my own
Randy Niewind problems again.”
Randy’s Cabinets and Woodwork — Grand Rapids, MN Although Krig's take on outsourcing may sound a little
Niewind has been in business since 1999 and has been light-hearted, he says he couldn’t be more serious.
outsourcing since 2003; 95 percent of his work involves
face-frame cabinets. He uses doors from Walzcraft and “Our company has way less overhead as a result of the advice
outsources anything you need a shaper or molder for, such as and counsel we’ve gotten from fellow members and through
corbels, crown molding, legs, and turnings. CMA shop tours and educational events.”

8 PROFILES WINTER 2021