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Basement Specialist Looks to Market Crack Repair Product

Published March 05, 2019

When Jim Pouwels decided to start a business with his brother-in-law in 1975, he had a simple goal. There was no written business plan, and he was just a few years out of high school. "I was making $2.50 an hour at the time and that was not going to do it," Pouwels said. "This gave me the chance to support a family. I had no doubt I could handle the pressure and had more than enough drive." He also had experience as a poured wall laborer and decided to go ahead with what he knew. Pouwels Basement Specialists, LLC, (www.pouwels basements.com) was the result. Pouwels said he was a perfectionist and was confident that he could pour the best wall in the area. The skills he lacked were on the financial side of the business. "I had no idea what was to come as far as the bookkeeping and payroll and that type of thing," Pouwels said. "But I have a very smart wife and she was brought up on a farm so she had the work ethic. She was able to take care of those jobs to help out." And everything has worked out. Pouwels took over as sole owner soon after starting the business and now works with his two sons, Adam and Ed. The business has evolved, and in the 1980s, he added foundation repairs and transitioned from pouring walls to being a top-rated foundation repair specialist. In the process, he created a product called "Channel Pro Crack Repair." He says the product allows a wall to shift naturally without compromising the repair. "I got it patented in 1999, and that was huge. It is so successful that we never have to worry about callbacks, and it is 100 percent effective. I am now in the process of evaluating what I can do to get my product out to the public," Pouwels said. That is what brought him to see Green Bay SCORE mentors Paul Carron and Dick Hopfensperger. For the first time in his long business career, he is considering a written business plan as the best way to gain wider access to his crack repair product while he plans for Adam and Ed to take over the business. His sons have worked in the business since they were youngsters, and Pouwels boasts that they have 100 years of experience in the basement business between them. "Nothing would be possible without them," he added. To solidify the business, he says he is taking any advice he can get from SCORE mentors so he can get wider distribution of the Channel Pro product. He is considering franchising, including training franchisees on proper installation, and the possibility of a do-it-yourself kit. Pouwels plans to focus on the product while his sons take care of the repairs part of the business. He will also continue to help by traveling to appointments, diagnosing problems, and giving bids. He says that the ability to correctly identify a problem often means a lower cost. "It all comes down to confidence and experience in this business," Pouwels said. "This is about helping people. When a homeowner has a problem and thinks it will cost a certain amount, at least 50 percent of the time we can save them money by pinpointing what’s going on. Our crew has been in place for about 30 years, and you can’t replace experience." While he has the know-how to do repairs, he is hoping that he will learn more about how to best promote and market the crack filler product as he works with the SCORE mentors. He recognizes the need for a better marketing plan if he is going to successfully expand the business. The company has a target area that is within a 50-mile radius of Green Bay, and it has relied mostly on word of mouth. He is considering a plan that incorporates paid advertising and social media. Sales calls also will be part of the equation. It all ties in with his original desire — the one that had him start the business 44 years ago. "What you need," he said, "is confidence, a strong work ethic, and a stubborn streak. With that, I believe you can start a business." Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.
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Green Bay Press-Gazette

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