Open Book: 3 Joinery Designers on Reducing Risk, Rebranding & ROI
Three joinery designers, six questions – discover the challenges, turning points and must-have tools for these pros
In this monthly story series, Houzz goes behind the scenes with three joinery designers to hear about their greatest business challenges, breakthroughs and the best professional advice they’ve received. This month, Houzz caught up with Nathan Wundersitz, founder and creative director of Space Craft Joinery; Gary Wang, director of Jayen Innovations Kitchens and Joinery; and Jack Avison, director of Nosiva Custom Cabinetry.
Gary Wang, director of Jayen Innovations Kitchens and Joinery
- Gary Wang: As the business grew in the third year, we realised more skilled trades were required. This process was difficult to manage as a company’s greatest asset is its employees. The industry is challenging when growth comes unexpectedly, so working with the right people proved itself to be most important.
Jack Avison, director of Nosiva Custom Cabinetry
- Jack Avison: Taking the first step when starting the business full-time and leaving my old job was definitely a leap of faith. I had no prior experience of running a business and had only the hope of finding more work to sustain me.
2. How did you trade out of it?
- Nathan Wundersitz: Ellen worked for 18 months four days a week outside of the business to help with cash flow. We simultaneously undertook a complete rebrand of the business and developed a new responsive website to spearhead the company’s next stage of evolution.
- Gary Wang: To move forward, we realised that people’s attitudes need to align with the company’s vision. A skill can always be taught, however a willingness to grow with the company is of greater value. As such, we aim to grow this type of culture within the business.
- Jack Avison: The things I could control such as my customer service, quality of work, positive attitude and work ethic would always see me through any challenges.
3. What brought about a major turning point in your company?
Social-media platforms such as Houzz have been a really important tool in showcasing our content, thereby growing brand awareness and connecting with potential clients.
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- Nathan Wundersitz: The rebrand and development of the new website, which focuses on showcasing our work, has been instrumental in turning our business fortunes around.
Social-media platforms such as Houzz have been a really important tool in showcasing our content, thereby growing brand awareness and connecting with potential clients.
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- Gary Wang: When we invested in the design software Pytha and a Biesse CNC router machine, we became capable of manufacturing in a large volume while still keeping our high standards.
- Jack Avison: Initially, we were taking on every job that came through. After a few hurdles trying to please everyone, we made the conscious decision to try to attract projects that we enjoyed and work with clients who allowed us to be at our creative best.
We also worked on how we presented ourselves to the public, and by updating our social-media platforms and project photography we were able to reflect the direction we were going as a company.
4. What’s the best tool your business uses?
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- Nathan Wundersitz: We have a custom-designed database (designed in-house by Ellen, who is a closet FileMaker nerd), which enables data capture on so many levels and assists with project managing multiple jobs in various stages at the one time. Because it’s in-house, we can adapt and evolve as new functionality requirements are identified.
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- Gary Wang: We use an iPad to show clients the different details we offer. We also use Pytha for design and construction drawings.
For marketing, we use the Houzz project gallery to show clients our work.
- Jack Avison: Our everyday drawing software is Google SketchUp for its sheer simplicity and ease of use, and the program integrates well with rendering and VR packages such as Enscape, which helps my clients visualise their space.
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5. What do you think are the challenges ahead for the industry?
The other major challenge will be as automation and robotics become more widespread, which can be a good thing as long as it’s not at the expense of trades-people learning the basics of cabinet making.
- Nathan Wundersitz: Lowest-cost-denominator cabinet makers are stripping the value out of the industry.
The other major challenge will be as automation and robotics become more widespread, which can be a good thing as long as it’s not at the expense of trades-people learning the basics of cabinet making.
- Gary Wang: We rarely find young workers in the trade. The industry now competes with many other industries that appeal to younger generations, so seeking workers to invest in has proven to be rare.
- Jack Avison: The business world in general has moved out of retail and shifted to online shopping and services, and I predict that a lot of our standard business processes for custom cabinetry – such as showcasing designs, customer material selections and ordering – will be available as an online platform.
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6. What’s the best professional advice you’ve been given?
- Nathan Wundersitz: Take risks and be true to your vision. Stay small and nimble, and nurture your team like family.
- Gary Wang: Steadily manage each project without spreading yourself too thin.
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- Jack Avison: Back yourself up for a worst-case scenario and make sure all communication is documented.
Your turn
Which insights in these interviews resonate with your own professional experience? Tell us in the Comments below, like this story, follow these design professionals, and join the conversation.
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1. What was the most challenging time in your business?
- Nathan Wundersitz: Five years into business, we had a builder go bust on us, which put our business in a financially precarious position. Ellen had to go back to working in her previous area of studio management in graphic design, which meant I was left to design, quote, project manage, as well as administer the business on my own (Ellen had previously managed all the finance and admin). We learnt some valuable lessons in risk management and making sure clients are vetted and a good fit before agreeing to do work for them.
The other ongoing challenge is managing growth and recruitment of highly skilled craftspeople.