Expanding from the one-man band
By Jon Vanstone, chair, Certass Trade Association.
Glazing is full of hardworking, talented individuals who often start as solo operators.
They build a solid reputation, attract clients, and soon find themselves at a critical crossroads: How do I scale my business from a one-man band into a larger enterprise? It’s a question that I often hear, requiring careful planning, smart hiring, and strategic marketing. The growth path isn’t always easy, but it is manageable with the right approach. Here are a few ideas to help navigate that journey.
Identifying growth opportunities
If you’re thinking about expanding, the first step is understanding where your business growth opportunities lie. For installers, this often means looking beyond residential work and expanding into commercial projects, new constructions, or expanding further in the renovation market.
Commercial projects, for example, can provide larger contracts that justify bringing on a team. These jobs are often more complex, however, they can provide a more consistent and profitable workflow.
For those well-established in the renovation market, start by identifying higher-value opportunities in renovation work. Homeowners are increasingly looking for energy-efficient upgrades, which creates growing demand for energy-efficient glazing, like triple-glazing or solar-control glass. Offering these premium products allows you to increase the value of your services and capture a clientele willing to pay more for quality.
Another path is specialised and bespoke project work. High-end renovations often require custom architectural glass installations – think floor-to-ceiling glass walls, glass staircases, or frameless glass extensions. These projects elevate your brand and provide opportunities for higher profit margins. This premium space allows you to leverage the skills and reputation you’ve already built.
With any new technology and products, a need to ensure your competency is required, so undertake the acquisition of the relevant skills and be aware of related regulations. Failing that, develop relationships with skilled contractors who can do some of the work.
Establishing strategic partnerships
Another powerful growth avenue is through partnerships. Builders, contractors, and architects are always in need of skilled glazing specialists for their ongoing projects. If you’re not already working closely with these professionals, now is the time to form strong connections.
Consider partnering with property management companies or real estate developers, who may have multiple properties requiring renovation or improvement. Aligning yourself with professionals who need regular services creates a pipeline of recurring projects, which helps justify team expansion.
Building the right team
Once you’ve secured a steady workflow, the next logical step is to expand your workforce. Hiring for the right roles at the right time is essential. Start by bringing in a skilled installer who can work independently and take on some of the workload, allowing you to focus on managing and growing the business. This provides freedom to step back from the day-to-day and focus on expansion.
An apprentice or junior installer can take on more labour-intensive tasks, freeing up more senior members of your team. This builds a pipeline of talent within your business, ensuring that as demand grows, you can meet it.
Another important consideration is the administrative side of your operation. As you take on more jobs, tasks like invoicing, scheduling, and customer communication will demand attention. An office manager or virtual assistant can handle operational tasks and keep things running smoothly.
Streamlining operations
Scaling up your business isn’t just about bringing more people on board – it’s also about improving efficiency. One of the biggest challenges businesses face during growth is maintaining quality and consistency. Streamlining processes is key to ensuring your team operates effectively without sacrificing standards.
A job management software or a CRM system handles everything from scheduling jobs to tracking client interactions and invoicing. Automating tasks ensures nothing falls through the cracks.
Marketing and lead generation
With a larger team and efficient operations, the next step is to generate a steady stream of leads. Marketing plays a crucial role in expanding reach and ensuring a consistent flow of work. If you’ve been relying on word-of-mouth referrals, now is the time to invest in a stronger online presence.
Make sure your website is up-to-date which highlights your portfolio and customer reviews. Online reviews are essential, especially for local businesses, so encourage satisfied clients to leave feedback on platforms like Google, Certified Competent or Trustpilot.
Social media can be a powerful tool for growth. Posting before-and-after photos of projects on Instagram showcases work quality and engages potential clients.
Certass TA provides several resources to help you implement all the above, and the member’s forum to discuss growth ideas and opportunities.