Will Sampson talks about ways typical custom woodworkers market their products, and how they might approach that differently. Then he resumes his interview with custom furniture maker Matt Buell recorded live at IWF Atlanta.
This episode of the Woodworking Network podcast was sponsored by FDMC magazine. FDMC magazine is your vital source of information to improve your woodworking business. Whether it is keeping you apprised of the latest advances in manufacturing, helping you solve your wood technology problems with Gene Wengert, or inspiring you with case histories about successful businesses and best practices, FDMC magazine is there to be the sharpest business tool in your shop. Learn more and subscribe for free at woodworkingnetwork.com/fdmc.
Woodworking Network is a home for professional woodworkers, presenting technology, supplies, education, inspiration, and community, from small business entrepreneurs to corporate managers at large automated plants.
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Intro music courtesy of Anthony Monson.
Welcome to this episode of the Woodworking Network Podcast. Join us as we explore the business of woodworking big and small and what it takes to succeed. I’m Will Sampson.
Today’s episode is sponsored by FDMC Magazine. Today our guest is Matt Buell, a successful custom furniture maker from Arkansas, previous 40 Under 40 honoree, and most recently the new host of our Young Wood Pro competition sponsored by Grizzly Industrial. We caught up with Matt earlier this year at the International Woodworking Fair in Atlanta. This is the second part in a two-part interview. But first I want to talk about:
Marketing custom woodwork
The classic story of getting started in custom woodworking is the guy who is working in a cabinet shop and starts to take on small custom projects the production shop doesn’t want to mess with. After a while, the small custom jobs start to add up, and the guy strikes out on his own, powered by existing customers, referrals from his old shop, and the power of “word of mouth” marketing.
There was no business plan, no serious thought about the work and how it could stand apart from the competition, no discussion about “disrupting” a current business model. It was just about making things. And maybe that’s good enough for a lot of folks. They might evolve into a specialty or a certain clientele. They might just continue on forever going from one job to the next.
Targeted marketing was never on the agenda. There was no time for a thoroughly researched business and marketing plan. Bigger jobs slowly paid for bigger machines and a better shop. Until someday there’s a decision to shut down or retire, and there was no exit strategy either. So, all that’s left is to call the auction house, sell the equipment and real estate, if any, and head off into the sunset.
I’d like to encourage young woodworkers to try for a different path. To think more seriously about their woodworking as an actual business. What is your unique selling proposition that sets you apart from being just another woodworker? How are you going to market yourself? Are their partnerships you can create with designers, architects, and other shops to create a steady flow of work? Can you build into your business model funding for research and development of new products, new markets, new equipment, new production personnel to grow your enterprise?
Think about creating a career rather than just a job or a series of projects. Think about building a life that includes not just woodworking but family and personal life outside the shop. Think about expanding your vision beyond just one job at a time.
I want to get back to our interview with Matt Buell, but first, let’s pause for a word from our sponsor:
FDMC magazine is your vital source of information to improve your woodworking business. Whether it is keeping you apprised of the latest advances in manufacturing, helping you solve your wood technology problems with Gene Wengert, or inspiring you with case histories about successful businesses and best practices, FDMC magazine is there to be the sharpest business tool in your shop. Learn more and subscribe for free at woodworkingnetwork.com/fdmc.