Chris Carroll
Chris worked as a home builder for over 20 years prior to starting his own business—Carroll Woodcrafts Unlimited. Like many entrepreneurs Chris’ business began as a hobby. He has always loved craft work as a hobby, usually making things and giving them away. Chris also always wanted to own his own business so when the housing market slumped Chris began planning his new venture. As a result of his planning efforts, Chris started Carroll Woodcrafts in 2009 and is now doing what he loves–creating a wide variety of items from wood from furniture to candlesticks. The tagline on his brochure is “If you have an idea, I can create it.”
When Chris started his business he realized that he needed to learn more about the basics of operating a business in order to be successful. Chris enrolled in a 6 week program through NC REAL, a nonprofit organization dedicated to help bring entrepreneurship and small business creation to North Carolina, to learn business basics and to develop a business plan. Chris is highly motivated to learn as much as he can about operating a business and feels that he learned a great deal through the 2 night a week workshops.
In addition to his educational efforts Chris is an amazing networker. Chris commented that “there is a story behind everything I make”, a testament to the success of his networking and the personal connections he makes. He is well known in Polk County where he operates his business. He tirelessly promotes his enterprise and networks and barters to find sources of materials. As a result of his efforts he has seen significant donations of materials and equipment. For example, a local tree trimmer delivers sizable logs to Chris’ workshop which can be milled into valuable lumber. He has also received a sawmill valued at around $40,000 as a donation. Chris may mill some lumber for the previous owner of the sawmill, if the previous owner needs the wood, otherwise there are no strings attached. Chris plans to build a solar kiln for drying the wood he mills. As a result of the sawmill, kiln, and donated logs, Chris will have significant control of the costs of materials.
Chris’ workshop is located at the Mill Spring Agricultural Development Center a facility that serves as a resource center for agricultural development, farmland preservation, education, community service and business development. Chris receives the benefit of affordable rent and utilities as well as the space that he needs to operate at the Center. There are other small businesses at this location and there will soon be a small store to display and sell their products which are mostly arts and crafts. The Center also hosts events that bring in the public which provide good exposure to the small businesses located there.
Chris’ primary marketing is trade shows and fairs. He would like to have more money to invest at attending these shows because he believes that this exposure is critical to the growth of his business. The shows are also a primary source of sales, both at the show and from customers who contact Chris later after seeing his work. Unfortunately the shows are expensive so he has to limit the number of shows he attends.
He often uses networking and bartering to enter shows. For example, a high-profile show—the Southern Highland Craft Guild—has a selection process requiring a professionally produced portfolio consisting of photographs of the craftsman’s work. Chris bartered with a local photographer to take the photos and produce a CD of Chris’ work in exchange for some of Chris’ products. A panel of guild members reviews the CDs from applicants and approves or rejects the entry. If Chris is selected he will be able to show his work at the Southern Highland Craft Guild show at the Asheville Civic Center. Exposure at such a high-profile show would be very beneficial for his business.
In addition to shows Chris would also like to have more money to advertise. He does some newspaper ads but would like to do more. Other marketing efforts include work on a future website.
Although Chris believes that the poor economy has hampered his growth, he is encouraged by the amount of business that he’s experienced in this economy and is optimistic regarding his future prospects. He would like to see his business grow enough to hire 5-6 employees and to provide a steady, long-term vocation.
