Profile: Keith Smith
By SignCraft Magazine
Posted on Sunday, January 1st, 2017
When you work alone it can be hard to manage the workflow. It’s seldom just right and manageable. Either it’s a little slow and you’re trying to line up more work, or you’re overloaded and trying to get everything done on time and keep customers happy. I think it’s good to have staff to help with the production. It frees you up to keep ahead of the workflow.
Focus on design
I think it’s really important to offer well-designed signs. There are always going to be competitors who try to build a business on charging less than anyone else. They can’t afford to spend much time on design, and they use low-quality materials to keep their cost down. Sooner or later it catches up with them, and they don’t get the return business and referrals that you need to survive in the sign business.
We plan to continue being the not-your-normal-run-of-the-mill sign shop that we are. We’d like to get a little bigger and add some capabilities, but plan to remain a design-based sign shop. We like to focus on what we do best. Sooner or later most shops have the same equipment, but design gives you something worth selling.