Page 19 - CMA PROfiles Winter 2021

FEATURED SHOP: HEARTWOOD CUSTOM WOODWORKS

“We carried that mindset all the way into the late 2000’s,” Beyond those basics, you have to master the art of selling and
he says, “but when the Great Recession hit, things changed. strategy.
We were doing whole house packages, where we did all the • Know your true costs and learn how to price your work,
cabinetry, doors, and trim, and it really put a strain on our which is a crucial part of selling. “Profit is not a nasty word,”
business to be that diverse. We were not big enough.” Jordan says. “You have to make a profit in order to succeed
They decided it was time to rethink their business model. and carry on. That profit allows you to grow.”
• Get new machinery and stay competitive. “When I started,
“You see shops that only do doors or only run trim or cabinets,” it was all classic woodworking machines and hand-crafting.
he says, “and the Great Recession got us to see that our We still do a lot of hand-crafting but we’ve also invested in
wheelhouse was cabinetry. We still take on a few non-cabinetry technology such as a CNC router, software packages, etc. It’s
projects — a special front-entry door, a unique ceiling, or a necessity to stay competitive and give your clients the best
paneled rooms where it’s all grain-matched veneers or the quality.”
doors have the grain running through them matching the
paneling. We’re well-suited to those kinds of special projects.”
That lesson is one he now shares with people who are starting
out, advising them to think from the very beginning about how
big or small they want to be and make their business decisions
accordingly.

In short, he says, “be careful of taking on too much.”
Starting a business is not for everyone, and it can be tough to
acknowledge that if you’re dreaming of being your own boss.
“There are a lot of skilled woodworkers out there, but
someone who is a great craftsman may not be such a good
business person,” Jordan says. “We have spawned many
shops started by employees who worked here. Some are
still in business today, and others realized, ‘Hey — my love
of woodwork is one thing, but taking that and trying to be a
businessman is not the right fit.’”

For those who do go out on their own, he has advice about the
business nuts and bolts:
• Learn the language of business and bankers. It’s a whole
different skill set.
• Hire a great accountant and pay your taxes.
• Pay your bills on time.
• If you’re not good at the paperwork and managing the
general bookkeeping, hire someone to handle that. “Even
if you supply someone with a beautiful kitchen, sloppy
bookkeeping and poor habits can reflect as badly on you as
poor woodwork quality.”
• Put your agreements in writing. “The days of the handshake
deal are definitely gone. There are clients we’ve worked with
for years and have a lot of verbal communication with, but
we still execute contracts with one another. They may agree
with you at that moment, but things change — and there’s
always the possibility that you may be dealing with someone
else down the road. If something goes wrong, you have the
contract to fall back on.”

CABINET MAKERS ASSOCIATION 17