In this episode, Steve Larosiliere interviews Joey Kochlacs of Santa Cruz Sustainable Sawmill. Joey shares his journey in the wood industry, from milling and selling raw wood to crafting high-end furniture and premium guitar tops. Recently, he took a significant step by forming an LLC to expand his business, bringing on new team members in the process. While he primarily markets his products through Instagram and word of mouth, Joey is now seeking strategies to attract high-end clients, especially in a challenging economy. Steve suggests focusing on brand building, creating a strong community, and targeting affluent individuals and high-end furniture makers. You can find more about Joey's work at kochlacswood.com.
Key Takeaways:
Joey Kochlacs has operated under the name Cokeless Wood for the past 10 years and recently established his LLC, Santa Cruz Sustainable Sawmill.
He sources logs from tree services and property owners, milling them into high-end wood products, including furniture and guitar tops.
While Instagram and word of mouth have been his primary marketing tools, Joey is exploring ways to attract high-end clients during slower economic times.
Steve advises Joey to focus on building his brand, developing a community around it, and specifically targeting affluent individuals and high-end furniture makers to grow his business.
Chapters:
00:00 Introduction and Background
03:29 Marketing Strategies
05:24 Popular Wood Species
07:31 Current Marketing Channels
11:38 New Members and Shop Space
13:51 Strategies for Attracting High-End Clients
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