Growth and Success from GC Handrail

Live with Alaska MEP

Join us for an insightful live interview with Stacey Dean, owner of GC Handrail.

Live Summary

Join Sami Jo Lewis from the Alaska MEP and eCommerce Evangelist for Manufacturers Curt Anderson - Founder of B2Btail as Stacey Dean, the visionary owner of GC Handrail shares her incredible journey of growth and success in the business world.

Discover how Stacey's unwavering determination, innovative thinking, and dedication have propelled her business to new heights. Tune in for valuable insights, inspiring stories, and lessons learned along the way. Don't miss this opportunity to gain firsthand knowledge from a thriving entrepreneur. Set your reminder and be part of this insightful conversation that promises to inspire and motivate.

Key Highlights

• Starting a business with a spouse, solving a market need for handrails. 0:00

• Simplifying the handrail buying process. 8:06

• Business growth and marketing strategies in Alaska. 12:49

• Entrepreneurship, growth, and marketing strategies. 19:41

• Doubling business growth and entrepreneurship. 23:11

Transcription

Curt Anderson 0:00

It's Friday Eve and what an honor and privilege First off, I got to spend I was with you all last week in person. We were hanging in Buffalo, New York. I know you got to do the Niagara Falls were some of the Maid of the Mist and you had such a wonderful time. And so we have a great conversation lined up your face. There she is. Stacey Dean is in the house and Stacey is the proud owner with her husband of GC Handrail. And Stacey Happy Thursday. How are you?

Stacey Dean 0:30

Good. How are you guys all doing?

Curt Anderson 0:32

We are doing so good. And so we've had the honor you and I've worked together for a past couple of years. I've actually been to your facility had a wonderful tour. And we have tons of talks about you are just such an inspirational entrepreneur, semi Joe let's take right into our questions for for Stacey.

Sami Jo Lewis 0:49

Perfect. Thanks so much Curt and thank you for being here Stacy. So for the first question, we just want to dive right into how did GC Handrail get started? And can you give us a little insight of what it's like owning a business with your spouse.

Stacey Dean 1:03

Okay, so Cody started up, Tony and I started our first business together in 1987. When we got married, and I moved to Alaska, all in the same time.

Curt Anderson 1:19

Also ask us get married start a business before coming to Alaska,

Stacey Dean 1:27

at that time I was living in Seattle. And he was living out here like a lot of anyway, so I came up we started our business. And it was it was definitely diving into the deep end of the pool between the business and getting married moving to Alaska because it's very different here. And so anyway, we did that. That was 97 We started our construction company which is still in operation. It's a home remodeling business, it's doing well. And we started our second business which is the one I'm here for which is GC handrail, which started out as part of product that we were manufacturing for our in house use because we didn't like what was on the market. So we decided we didn't like what was on the market because the quality was poor. The installation methods were awful. And lead times were very long and the cost was prohibitive. So we decided to do better. And we did and we had some time to evolve to come up with our own that we really liked and we started using it had been using it for over 10 years in our own business before we started manufacturing it to sell and when we decided we were going to sell we decided we really needed to be able to support it 100% Customer Service wise and Installation wise and be able to convey how to put it together easily because the other guy's all have terrible installation information. So that was our goal is you know that anybody could install it. It's not rocket science, and it doesn't need to be. So that's why we simplified it and made it straightforward. And that was our goal. So we had to do a lot of videos in order to get that information across. So yeah, so in order to make that all happen videos are like the cornerstone of our business and we broke everything into planning, buying and building three pages on our website. And so each page has the videos necessary to plan to buy and build. And so it I think it worked out great Cody and I had fun doing it. And you know, we just hung up, drop cloth in the shop on the walls and got the camera out and shot them and we didn't have any experience. We figured it all out. So yeah, that was fun.

Curt Anderson 4:05

Okay, so let's unpack a couple of things right there, Stacey. So first off, you know, what an inspiration, you know, move, get married, launch and start your business. You guys are in a contracting business and you see a need in the market. There's a problem and you say, Hey, we can't find a solution. You're gonna raise your hand and let's try to figure it out on ourselves. What let's go there for a minute like what was the learning curve on your part as far as like, you know, going there like what talk about like some of the UPS downs, maybe the oops, the hiccups and like, how did you start hitting victories?

Stacey Dean 4:40

So when I started making handrails for our own use, it was the profile the shape of the actual posts that we played around with lots of different profiles to find the correct profile, that we could get the repeatability and the strength that we needed. The next big problem that we had is there's generally 10 holes per post. We had to not just invent the product, you know what we wanted to use? We had to invent our own manufacturing methods. So we actually made our own machinery so that we could drill a lot of holes really rapidly without going CNC because the cost just pour so much more than you could ever make. So you have to look at your return on investment. If I spend millions on this machinery and equipment am I going to be able to and you can't pump that much out drilling one hole at a time. So yeah, so we actually invented quite a few things. We made our own punch presses. So that we compress our our plates and everything. So we had to really find a lot of different things we had to figure out if we really wanted to use aluminum or if we want to use stainless or steel or whatever it may be. We even tried wood. We try quite a few different things and and it's been fun. We'd like to play around in advance and test things. I mean, that's that's if you're going to be in business. You got to be into testing things. And you got to be willing to fail.

Curt Anderson 6:12

Yeah, I absolutely love that. Yeah. Same with Java. Let's keep it rolling. I know you've got a bunch of great questions from Steve, what's next on your

Sami Jo Lewis 6:19

list? Perfect. So can we hop into why did you decide to serve this particular market? Why handrails I know you have the construction business but what led you to handrails?

Stacey Dean 6:28

handrails are a problem in a lot of homes built prior to 1990 the old handrail code in most homes allowed for six inch openings. The new code started in about 91 I think required four inch openings. So if you have a house from the 80s or from 70s or 60s, chances are when you go to sell your house you have a problem the holes are too big. So we know there's a part that we get a lot of calls on, you know, what can I do or this style is ugly. People did things really rapidly here in the 70s and 80s things were happening. They threw houses together and without any thought to anybody living in them long term, or how they would look so we wanted to do something that was simple and easy. Initially, my husband just wanted to do decks and that was it. And I was like no, we have to do interiors too. And that's when we hit on the whole split level house, you know, changing entry of a split level house and all of a sudden, you know, bringing a house into a current style. So I think if you just sell a product that's one thing, but you really have to address how the customer is going to implement it, and how they actually will use it. It's great to make a piece of literature and this is what you think. But getting that feedback and really having seen what people can can do with your product is really so you can move it to the next point. I think

Curt Anderson 8:06

that's fantastic. And so for anybody listening in Alaska and you have a home prior to 1990 you need to reach out to GC Handrail. Stacey has your solution has your she's your savior, right. And it's to Stacey you're hitting it right on the head. Aesthetically you have a much, much more pleasing solution. It's attractive. It's a conversation piece safety and then again, it's code compliant. So I love what you guys did you understand the market, you listen to your customers, and you come in with a powerful, wonderful solution. And again, I've had the honor and privilege of seeing these firsthand. at your shop you have a radon display, who's caught by visit Stacy and Cody and they can show you some really wonderful solutions here. So I love the I love the origin story. St. Joe we love hearing like how you got this party started. What do you have next senator lists for states?

Sami Jo Lewis 8:58

Yeah, and I just want to echo what you were saying her I've also seen them and I am obsessed with them. So they are definitely very appealing and very attractive, so everyone should go check them out. I want to hear the next question we have for you is what separates you from your competitors and like what makes your product the best Why should Why should people choose juicy handrail?

Stacey Dean 9:20

It's simple.

Love it. It's, you know, I mean, we didn't make it complex to install. We didn't make it complex to buy. And, you know, we didn't make it complex to maintain so we made it easy to buy. We made it easy to get in touch with customer service. We make it easy. You get a quick our lead time is two to three weeks. So everything is simple. And yeah, so that's I think that what we really tried to do is simple

Curt Anderson 9:53

Nope. So stay tuned. Let's hit on that because I know sometimes we want to make things easy and simple, but sometimes you know they're not right. And what I absolutely love, I heard this line St. Joe, I heard this line this year, and I love sharing it. I love repeating it and see if it resonates with anybody out there. Somebody shared on one of our webinars and might have been on the live show here. He said you know what? It's dumb. Not to dumb it down. It's dumb, not to dumb it down. And so you've said it repeatedly, Stacy. We simplified the process. We made it easy so you're giving the easy button. Can you share a little bit Was there something from a previous life? Was there something from your professional career? How did you and Cody just come in with just this relentless strive to make it easy for your customer?

Stacey Dean 10:42

Well, we both have experience working for manufacturers for being in just working in distribution, and also having a construction company to and also of course being user so we had a lot of different areas. And then I have a degree in manufacturing, oddly enough. But anyway, so we had you know, a broad exposure to things. And so the thing that we looked at was just our experience dealing with the public, you know, what kinds of questions they have, you know, how can we make this simple. And so we came up with a kit versus trying to break down into pieces and parts and that was one of the big things that so many people get frustrated when they get this huge bill of materials volleys, nuts and bolts and things that they need when they talk to other people and it's like, they don't care how many bolts they need. Just send them what they need. You know, do you really need to get that detail? The Bill of Materials goes to the shop, the pick ticket, you know, a customer doesn't need to see that quote. Yeah, you know, I think also so many manufacturers want to push everybody to going out into our website and plugging the measurements into a website. And I think that's a mistake. Because especially interior handrails are far more complex than that. And you really need a couple of photos and you really need the human touch. But you can do a quick takeoff without I just hate to see people being forced to to draw on line and do their own takeoff. I think that's I think that's a software direction. I don't think we would go in Okay,

Curt Anderson 12:35

and then real quick, you know, when when I had the honor privilege, you know, you had a program that you've worked with through the last MEP, and I've had the honor and privilege of getting to know you and your business I just really admire so much what you've done. videos we constantly preach to Sami Jo. We're constantly preaching videos, videos, videos, we're here doing a live stream here at elastic AP, very powerful tool. What inspired you and Cody were like, was there an aha moment? Or again, like, did you just like, Wait, it's just not that complicated. It's super simple. Let's just start doing some videos to help our clients get inspired to video direction.

Stacey Dean 13:12

I honestly don't remember. We thought of taking pictures and you know, because a lot of manufacturers they do that pictures and you read through the guidance point one and they'll have a picture of something and a couple of little drawings and tell you and my husband are looking at that going. That just really doesn't help people. And yeah, it was just one of those things we just kind of fell into and it was kind of accidental, I gotta say but it has been the way to save. You know people though. If we can sell them. Watch XYZ video. That'll fix your problem. Yeah. So,

Curt Anderson 13:56

again, check out GC Handrail, check out their YouTube channel, go through their website, it says they have great examples, wonderful videos, and it's just a step. by step process, CME. Joe, what do you have next? Interesting questions.

Sami Jo Lewis 14:09

Yeah, and I just want to say I love I wanted to highlight the human touch. I also think that's very important and the fact that you're still like willing to go that like extra mile and deliver that to your customers. I always think goes a long way. So I know I always appreciate that. Okay, so next we want to talk to you. So what have been the reasons or contributors to your dramatic growth and long term success?

Stacey Dean 14:35

Well, we do something a little different. We rent our tools versus selling them everybody else wants to sell you their tools. We rent them, and they're expensive if you go by, so why not rent up. They have a nice toolbox. They ship all over the state for about 40 bucks by Priority Mail. So when I get them back, whether somebody's here locally or wherever when they get them back, I asked for photos of their project. Before during after and then I give them a gift card for $50 to the local record store. And yeah, so I that's all my photos come from Instagram, Facebook, our website. And so people love sharing their ideas, whether it's a contractor or homeowner, and they love Shep sharing their home because it's been such a huge transfer transformation for them. And some of the people just, you know, I have one guy posted his photos. And his wife popped up and said, yes, my husband did that for me for Christmas. That's my house. Exactly. We won't be able to Alaska's a big small town. You can bring the human factor in it changes everything, I think, well, I say

Curt Anderson 16:00

your your business acumen, your entrepreneurship. What am I saying? It's me, Joe, like, your instincts are just off the charts and I just love it. And you think like you know, next life safe family, what's more and more important, right? Your home where you spend all your time you're home, and you're making that emotional connection, beautifying their home again, safety code compliant, and just a wonderful and you've thought of like every single little step like, Gee, I'm gonna buy these tools and then use them once. Well, no, I can rent them from Stacey and then send them back. And now you're gonna give me a gift card to send you a pitcher. Thank you very much. I'd be honored to send you a pitcher. And now you're going to show off my my baby my beautiful home here. And so I just I love your strategy. Absolutely. Brilliant. Kudos to you, Sammy. Joe, what's your takeaway? What do you think of this?

Sami Jo Lewis 16:48

I love that I especially love when you said Alaska is a big a small town because like that is so true. I mean, we are so big and vast, but I gotta say it's almost like everyone knows everyone or like they can just kind of connect. You're just running into people all over the state. And so the fact that they're able to connect in that way, I think it's beautiful. I love that.

Stacey Dean 17:07

Yeah, it is nice. Yeah. So

Sami Jo Lewis 17:11

so the next question I wanted to dive into so I know we have been super honored to have relationship with you via Alaska MEP. I've been working with you for a number of years now. So can you talk about some of the resources you have used or give examples to others out there that may be a benefit to that you've been able to take advantage of?

Stacey Dean 17:30

The first thing is I didn't feel like I was alone. You know, just I took SBA classes when we first started our business 26 years ago, I took a lot of SBA SPDC classes, and but it was everybody that was in there and in all kinds of businesses and at the time was a contractor. I didn't really connect with a lot of people in the rooms. It's really nice to go and say okay, manufacturing, you know, that's really a salad corn thing. And it's really nice down people say, Yeah, well you really want to grow this segment of Alaska's market. And so it was really nice to hook up with you guys and hear all those issues that that we're all on the same page, but to listen to what our complaints are, and what things have worked for us, the infrastructure that's needed to facilitate growth of manufacturing in Alaska to but the thing that's been really helpful is all the classes, all the seminars, many of them were over many weeks of time so that you could really develop your ideas over a period of time instead of a two hour seminar which I've done those two, but for me personally every other week. Over a period of, you know, a couple of months, works really well because it gives me the time to really percolate and really grow over time. And you guys have really done that on the sales and marketing part of things, the SEO, whatever it may be all those things have just really helped tremendously. Selling in my my existing business and residential remodeling is one thing, selling in the home. handrail business is totally different. You know, because I'm selling to a DIY or a contractor that's installing my product versus me going in their home and doing the install. So it's a different kind of customer. Yeah, so the classes just really showed me that I'm still learning.

Curt Anderson 19:41

Well, again, that's your entrepreneurial instincts. Absolutely love this, Stacey. And so again, I've had the honor and privilege of working with you through our friends at the last MEP in I'd say total inspiration and in on top of everything else, you talking about customer service, making it simple, making it easy and understanding everything that you just mentioned. I love your materials, the eagerness to be the active learner. You know, it's entrepreneurships is an entrepreneur where you really almost never have it figured out. And I just love how you know, you've come down to Kenai for workshops that we've done a night. You've been online with our cohorts. I know you're friends with Wesleyan, she's coming up. She's gonna be in Alaska. There and hey, we've got some Megan's here today. Man. We get to spend I got to spend time with Meghan and buffalo Megan sending you tons of love. What an inspiration you are. She's dropped in a couple of comments here. And so again, great resources here at the last MVP Dr. Alyssa Rodriguez, new team members, we've got Qassam Bentley Peyton's now a full time employee, Meghan just joined the team and of course, my esteemed partner in crime. Amy Jo Sammy, what's next in our list for the questions here.

Sami Jo Lewis 20:55

Thank you Karen. Thank you so much, Stacy, for your wonderful words. I know we've really enjoyed getting to work with you these last few years and even super excited because you are now a member of our board and we always appreciate your insight. So thank you, Stacy. So lastly, I mean, one of my favorite questions to ask is what are you most excited about for the future of GC handrail?

Stacey Dean 21:15

Well, we purchase two and a half acres of industrial land out in cheeky. Amazing. We've got the well in unfortunately, we went through two coal seams. So we're trying to figure out how to deal with coal in the water but we're getting Lanza clear the septic is going in. Yeah, so we're getting close. We'd like to to get a building and starting next year. So unfortunately, I think it's snowing. down to what 2000 feet today. So Fall is here. So I don't think we'll be getting a foundation anytime soon. Yeah, that's our next direction is building a commercial building. Moving manufacturing to a bigger place is

Sami Jo Lewis 22:03

amazing. Now like your growth that is coming. I mean, it might not be starting right this second but in the near future. You have it too bad Winters is coming too soon annoys us. But that is so exciting. I'm super happy for you.

Stacey Dean 22:18

Well, it's nice to be able to build our own.

Sami Jo Lewis 22:21

Yeah, no, absolutely make it exactly how you want it and get it designed perfectly.

Stacey Dean 22:25

Yeah. So it's really nice. Yesterday, I had so many combiners wanted to sell me countertops, they are new fabricator here in town. And you know, I chatted with her for a little bit and I said you know, you really need to get in touch with me pls sca and meet with them and find out how they can help you market your business and sell your product. And get you out there and really how to connect with people so that you can expand things and she just thought, oh my gosh, that's great. I didn't know there was these resources. So and that's been really nice to be able to refer people your way. And I hope more people come away because you guys do have a lot of options for people to get involved and up their game.

Curt Anderson 23:10

Yeah, that's fantastic. Thank you, Stacey. And again, being a board member as Alaskan MEP. You know, being a great advocate and friend of the organization is just wonderful. I know when we were together in person in June, we read a little workshop you shared that you've had wonderful growth through 2020 23. And just share a little bit like if you want to talk about like what's been happening at the business through 23. And again, with a new building the growth talk a little bit about like what's the outlook looking from a sales standpoint, you what you're super excited about on top of the new property?

Stacey Dean 23:47

I think next year we can double again. It's yeah, I think so. Um, you know, the real trick is going to be putting in a building quick enough that we can utilize it that we are just bogged down in construction, and that we can get moved into it relatively quickly, really to lots down from three phase power, which is a big deal. And so we can do that relatively easily. The permitting process and should be etches way easier than it is in Anchorage. So I'm looking forward to that. But yeah, I mean, it's going to be I think we'll double again next year, we doubled the first half this year we did over double what we did all of last year. So yeah, it was it's been really nice. It's been really nice.

Curt Anderson 24:37

Well, Sami Jo, how about another huge round of applause for Stacey. An inspiration you are embroiled right? It's here so why Sami Jo. We'll start winding down here. So first off, Stacy, we salute you we applaud you. We commend you, you and Cody thank you for being such an inspiration. You know what a great community steward you are for Anchorage and for all of Alaska and just you know, driving great solutions for people's homes, beautifying their homes, helping them with, you know, improving their coats. Or their standards. And so we really commend you for what you're doing there in from an entrepreneurial standpoint. Why if you're just if you're catching us now or anything that you missed it that rewind button, and this was really a masterclass on, you know, anywhere that you're struggling in, in your business. You know, here's a seasoned veteran entrepreneur that can tell you like, Hey, we've made some mistakes. And even at this stage of the game stays what I really admire is how you're just an eager learner, of like how people learn ourselves. And no surprise that you're doubling your business every year. Right that So, hats off to you. We just salute you applaud you, Sammy John, what an honor and privilege it is for us, you know, weekend and week out month in month out to be around just folks of inspiration like Stacey, what a gift this is right.

Sami Jo Lewis 25:58

Yeah, absolutely. It's definitely a gift. We so appreciate you Stacey. I feel like there was multiple moves. We'll make drops during this conversation, some goal that you are giving and just like the different ways that you've persevered and kept pushing to now be doubling your business to be getting a commercial property. I mean, that is incredible and inspiring. So I really appreciate you taking the time to get on here and share that with everyone. Thank you for

Stacey Dean 26:23

having me on the show. I really appreciate it. And I do want to thank my husband for being a fantastic business partner. Yeah, I 26 years as business partners and married for 26 years. He's just been fantastic guy, you know, just always coming up with new ideas. You got to divide and conquer or work together however it works and making it happen. That's for sure.

Sami Jo Lewis 26:53

Beautiful partnership in business and in life. You're very lucky like that. It's just amazing.

Stacey Dean 27:00

It's we are looking

Curt Anderson 27:02

well, let's put this in perspective. And we won't get into like the marriage success rates. You know, we probably have an idea of how that but you know, 26 years of marriage, I just celebrated my 25th So I'm one year behind you. But you know, let's put this in perspective four out of five businesses fail every in the first five years. Four out of five businesses fail in the first five years and then that number just completely, completely keeps going down with every five year cycle and put this in perspective CC. You've survived that cycle five times you're the survival rate of a business, surpassing 26 years, I believe is something under like 4%. So yeah, I'm almost under 4%. So you know, you and Cody, how about tonight? Why don't you guys go out and have like a little special dinner or maybe whatever your favorite drink is? You guys clink classes tonight and celebrate each other for you know, being relentless entrepreneurs and surviving that cycle because you are really you are in a very slim, survival rate of entrepreneurs. And again, that's nothing to take lightly. So once again we just saw you we applaud you for doing such a wonderful job. So Stacey, thank you, Sammy. Jo, why don't you close us out take us home. We appreciate everything here today. This was just what a what a what a gift and this was awesome.

Sami Jo Lewis 28:24

Now this was amazing. Thank you Stacy. I agree with Kurt, you should definitely go cheer some champagne or whatever your favorites is. I did want to say we do have an upcoming sales training opportunity it is in person. It will be hosted by Wesleyan Grier it is a two day in person sales training in Anchorage you can find out about it and get registered right on our website. We're super excited. And those dates are coming up October 10 and 11. So hopefully you guys can take advantage of what's seen being in person and get some great sales training tips and strategies. I know Stacy has previously went through a course with Wesleyan virtually and I think that this is just such a gift to be able to get her to come to Anchorage in person and deliver this training. So we're super excited. did want to give that and we do these lives every other Thursday. So we'll see you in two weeks. Thank you. Thanks so much. Thanks me

Curt Anderson 29:28

allowed to do that was she is amazing, isn't she? Yeah,

Sami Jo Lewis 29:33

I feel like that one was just one of the best ones yet. I don't know.

Curt Anderson 29:39

I don't know.