The Growth Problem
The business needed to scale while balancing two distinct divisions: an e-commerce platform for standard hidden doors (HDS) and a highly profitable, fully custom engineering division (CHE) that required 10x more client hand-holding.
The challenge was bridging the gap between high-end manufacturing and consumer sales without creating an operational bottleneck at the executive level.
“This occurred with CHE and HDS and we got like six deals out of people that had not been responded to eight plus months ago.”
The Strategic Fix
Sales Triage & Scoping
- Personally managed high-complexity custom engineering inquiries from intake to technical scoping
- Translated client visions — like a 143.5-inch seamless "speakeasy" bookcase wall — into actionable build specs
- Created standardized intake workflows that qualified leads before they reached the founder
Strategic Prioritization
- Shifted focus to elevate the custom engineering division (CHE) where competitors couldn't follow
- Capitalized on a market segment with dramatically higher margins and defensible positioning
- Rebalanced resource allocation between standard e-commerce and high-touch custom work
Process Delegation
- Authored and executed a comprehensive operational handover to systematize routine workflows
- Implemented Asana hygiene protocols, weekly check-ins, and standardized intake processes
- Freed executive capacity for high-signal technical approvals and strategic decisions
The Outcome
Grew both revenue and profit by 50% since the start of 2024 over the prior period. Maintained a high-volume inbound referral engine while systematizing the pipeline to manage hundreds of active orders.
50%
Revenue & Profit Growth
20+
Qualified Custom Leads / Month
100s
Active Orders Managed
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