TRANSCRIPT:
[00:00:00] Hi, and welcome to the Valorous Podcast, where I interview entrepreneurs, business owners, and we talk about success startup and next steps today. I’m really thrilled to have Adbeel with me. We’ll talk about the multiple companies here in just a moment. I’ve worked with ed, be for close to 10 years.
Adbeel’s just got a great story about how he got started in the metal building business and, uh, kind of how he’s grown that and how now he’s got a, a brand new entrepreneurial venture related to that. So we’ll kind of unpack that today and walk through Adbeel as we get started. Can you tell everybody just a little bit about yourself and then, uh, we’ll, we’ll jump into some history and how you got started in the business.
Yeah. Well, thank you, Jonathan. Uh, um, First of all. I hope you’re doing great too. but, uh, yeah, for, I started in the business in, uh, when I was like in high school. Um, there’s, [00:01:00] it’s kind of like a thing in, in, you know, in our industry, our kind of our family start working in the similar, uh, fields. And I started building metal buildings when I was in high school as a summer job.
And I liked it. And really enjoyed it. And then from there it just happened that I applied to work at the shop. I started bending, I started welding. Then from there, I went into like an office and this was a different company. This is a, a company, a competitor now that, um, I worked for almost probably close to seven years and, uh, I moved up the ladder and then.
From there. I, uh, I’m still here. I’m still doing the same industry. I just love it. And it continue to want to expand and grow the metal building business. Now I know your new venture is, is based in Texas. You’ve been up in Michigan and, and doing business around the Midwest and all that. Uh, [00:02:00] and if I’m not mistaken, the new venture is really focused on Texas and surrounding states down there.
Is that accurate ed? That is correct. Uh, so Wolf steel buildings is my new venture that I started this year. And, uh, it’s, it’s exciting. Uh, just coming back home. I was, um, in Michigan, uh, where I, you know, joined Midwest steel carports in 2017, I believe. Yeah. It’s 2017, April, 2017. And I helped grow that business to a $17 million.
Uh, company. And, um, and what was that five years ago? Cause I just resigned as CEO and president, uh, this, this year and, uh, to go off and come back home. So my whole family, um, you know, my, a lot of my relationships that, that I built when I was living in Texas. Uh, uh, it’s all here and I [00:03:00] want to, you know, establish a family and that’s why Wolf still buildings is my new venture.
And, and it’s exciting too, cuz I love, I love the startup phase of a business more than whenever it starts to, you know, to settle. Yeah. Well, and, and, and what a great experience to take the years of, of experience that you now have and, and restart. It reminds me of a, a quote I once heard from Henry Ford and somebody asked him in the heyday of, of his career, you know, what, what would happen if you lost everything?
And not that you have, but he said, well, yeah, I could rebuild it five times faster, cuz now I know all the mistakes and it strikes me that while you’re still involved. I know with Midwest steel carports that even though you step down as CEO, This new venture, you really have the opportunity to take all those amazing lessons you’ve learned over the last decade or so, and, and put them into not only a better business, but better serving your customers and, and really just advancing in the marketplace.
So it’s really exciting. You hit the [00:04:00] nail right at the, you know, at the spot because, um, that’s exactly what’s going on with Wolf. Seal is like, I already know I’ve already planned for the next, you know, four to five years, how I’m going to grow it. Um, with Midwest steel, I, I love the fact that I got to experiment.
I got to learn. I got, you know, from my failures and, uh, and also from the. Um, you know, how it, it happened and what was that, you know, um, the right ingredients to make that happen. And now with Wolf steel, it’s actually, you know, I feel a lot more of a clear vision, a lot more of a, you know, like I really know what I’m doing very clearly.
Um, but you know, there’s a level cuz with Midwest, we hit 17 million in revenue last year and. Now, you know, with woo still buildings. I know I can hit that, but how am I going to get it to a, another level? That’s where I [00:05:00] get to learn again and continue to grow. And that’s the only way to grow is, is to continue to learn and learn from our failures and, and also learn from others.
Oh, absolutely. Talk to us a little bit. Avial about the metal building business. I mean, um, I know when I first heard about it and didn’t know a lot about it, I was thinking, okay, these are the, you know, the metal carports that I see, uh, along people’s houses or out in the country and things like that. And it’s really just blown my mind to see the type of buildings and stuff that you put together a little bit.
Talk to us a little bit, the audience that may not be familiar with metal steel buildings. Why, why are they so valuable in what makes them such a, a great product for you to be building a business around? Yeah. So, well, let me give you a little background from the Midwest perspective, and then what’s going on here in, in Texas, which is a whole different world.
Okay. So in the Midwest perspective, uh, very commonly known as the pole barn. So that’s the key term or the key word that everybody says, oh, I want to build [00:06:00] a pole barn. I want to build a, you know, um, a metal. Building or pole barn and the carport industry was seen as something more like just a, um, Just like a carport, like something like a tin, you know, they call it like a tin, uh, something to just like, you know, store something, not really a big warehouse or, or like a big metal building.
And, um, that’s where Midwest steel carports, uh, started to expand into starting to build more of a bigger warehouses and bigger buildings, um, using tubular. Tubes and, uh, framing instead of metal or, or instead of wood. I’m sorry. So that’s where, um, and then the, the, the faster lead times and the, and the way we’ve scaled the business to cut down the, the time that, that it takes to build them and to deliver, and also the [00:07:00] service, the full, complete process.
So that’s how Midwest has been very successful and the business in general. Um, and what I’m seeing here in, in Texas is a lot more competitive. It’s expanded more when it comes down to metal buildings, because there’s another type of structure, which is also called the, uh, the red iron beam structure that is also very popular as well as, um, Where it’s kind of like the pole barn over there.
It’s more wood in, in the Midwest and here is that. But the, the concept is, is that now it’s being used a lot for barn dominions. So it’s, it’s, uh, it’s a new challenge and I’m actually really excited for Wolf still buildings. Cuz if I can find a way to allow the, the consumer base to understand that my top product is also great for barn dominium.
It’s, uh, it’s going to be a whole different ballgame and [00:08:00] it’s starting it’s, I’m starting to feel it and it’s, and, and it’s looking good. So the future’s bright. Uh, what a, what a great concept. And I know, you know, all over, I see these barn dominiums popping up and lots of talk about ’em my, uh, my neighbors, even though I live out in the country, they just built one.
And, uh, it’s, it’s a beautiful structure. And, and, you know, you’d never know it was that quote unquote, you know, barn or pole barn or anything like that. It’s just, it’s amazing how they turn out and how great they look when it’s done. So very cool. Yeah. Cool. And, uh, my, uh, on my channel Wolf, still buildings for the YouTube channel.
I’m actually, um, visiting, uh, you know, some buildings and I’ve had two, uh, two barn dominions that I’ve already recorded and put on there. One of ’em is just. Phenomenal, uh, to check out. So I’ll send that out to you, Jonathan, to check it out. yeah, please do. We’ll put, we’ll put a link in the video description here so everybody can see that and check that out.
I know. They’re, they’re great to see those walkthroughs and, and what can be done nowadays. [00:09:00] so awesome. Talk to me about just success. Obviously you’ve been in the industry for a while. You’ve demonstrated some amazing success ad deal. What do you think is the key to what’s brought you success in, in what your ventures and, and what you’ve done.
I think a couple things. Um, first one I think is you master one thing. Like sometimes we’re trying to be all over the place or, you know, at least I, I was thinking that, and it’s just like, if you stick long enough with one thing, you’re, you’re gonna become such a master of. That this that’s where you start standing out.
So for me has been these metal buildings. Like I’ve done it since I was 16 years old. I’m 30 now. So I know a lot about these buildings and I still have a lot more to learn and I think that’s what’s um, that’s one, one key thing. Another thing is, um, I mean, success depends what we’re defining [00:10:00] success, right?
So success can be. Different things to me, success is, is, um, reaching new levels and in order to reach new levels for me has been to, to not be perfect. Just start, just go. And then from there, To be learning all the time. So how can I become excellent. Not necessarily perfect, but excellent. So how do I improve my service to be more, you know, more excellent.
How can I improve my performance to be more excellent, you know, to get closures to excellence and as you’re going through it, not necessarily waiting for the perfect moment. And that requires a lot of, uh, a lot of grit, a lot of, um, Pushing hard pushing, pushing, and just pushing until, you know, you just don’t give up, basically.
You just don’t give up. Well, I think that’s great advice and it’s, it’s [00:11:00] something I know I’ve seen in our business a lot recently too. And that’s the power of becoming an expert in a specific niche versus trying to be everything to everybody because mm-hmm , you can’t. The scales inside internally for operations and delivery and all that.
And you can’t deliver consistent product to your customers. If you’re doing something new, every single order that you get. So that expertise that focus, I certainly think is critical. And I love your concept too, of continuous improvement versus perfection out the door. I think so many entrepreneurs get stuck in I’ll start tomorrow, but I need to improve this first while I think most successful entrepreneurs would say.
Once we had a core concept, we started knowing we were gonna continue to improve that, but we had to start in order to build that momentum to build that growth. Um, there’s never, it’s I, I always joke. There’s never a perfect time to have a kid. Um, there’s never a perfect time to do a lot of things. And I think, you know, with business, it’s the same.
We need to just so many times [00:12:00] we need to begin that process begin moving and then. As you talked about adjust and shoot for excellence and an increase in that excellence with every customer, with every project. So great advice. I, I really love that. Talk to me a little bit about hurdles. We also know that that entrepreneurial journey can be filled with some hurdles.
Uh, and I know you’ve had some of those as well. Can you share any of those hurdles that you’ve run into and maybe how you’ve overcome any of those ADBI yeah. Um, well, I’ve, I’ve gone through a lot of hurdles. Um, And I think it’s the first step is like just how you take that perspective of it. So I, I don’t really call ’em hurdles, I guess it’s just challenges to me.
Like, that’s just, okay. It’s a challenge. Um, but it is a hurdle, so it’s a challenge, but, um, Some of them have been like, for example, when I first started with, with Midwest was, um, low cash, no, uh, you know, low cash or you have to be efficient with your marketing. You [00:13:00] have to be efficient with your decision making.
Another thing was with low cash was for us was low inventory. Like, you know, we have to be so accurate with the amount of inventory we purchase cuz uh, inventory to us is about, uh, 40 to 50% of. Of our, um, P and L so like, okay. You know, so it, it, it really makes a, a big difference in how, when we first started in, in Midwest steel.
So that was a big hurdle, um, to manage that inventory and become really, really precise and accurate and, and not have any ways, um, Another challenge is just, uh, now here in Wolf, still buildings, for example, it’s very competitive out there. So the product can be seen as a commodity. And so how can we improve our sales?
You know, how, how can we improve our sales pitch and our sales presentation to, to, to win [00:14:00] those customers. Um, and that can come within the marketing. That is more, I think is becoming a lot more, more stronger than, than your sales. It’s like marketing is, is really very, very important. So those are some of the hurdles that, that I’m going through right now with Wolf steel and that I’ve gone through with Midwest steel.
No. And I, I think again, really good share to, to talk about that. It is, you know, I think we all find ourselves when there’s always competitors. In fact, I, I think I’d be scared if I was starting a business and there weren’t any, uh, that had missed something. But then it’s how do you set yourself apart?
What have you found in that setting either through Midwest steel, carports or through Wolf steel, what have you found to help you and help your customers choose you over your competitors? How have you made yourself stand the part. So one of the biggest challenges for example, with Midwest was, um, the service within the industry has not been [00:15:00] great.
So it’s just, just focusing a lot on the service and, uh, and providing amazing service and amazing leadership, um, to, to be able to provide that, um, that great service to their customers. So that’s been one, um, and also educat. To me, it’s been a lot of education. So educating our customers and that’s using, you know, a lot of, uh, like YouTube and guys.
Um, uh, a lot of social media with a lot of transparency, um, has been another key factor to, um, to be being able to stand out, uh, when it comes down to, uh, Midwest and I’m kind of applying the same thing. Wolf still, uh, buildings. I’m just going a little bit to another level of using, um, a little bit more of, of, uh, a lot of education, but also putting a face to, uh, to the organization, which is me.
So in my YouTube channel, you’ll [00:16:00] probably see that I’m, uh, I’m out there. I’m speaking about these buildings. I’m putting a phase to, to, to these buildings because. There’s a, there’s a bad thing going about contractors, for example, for Wolfville buildings or the way I see it is I’ve, I’ve seen an opportunity and the opportunity is contractors are not seen as great service, you know, or great, you know, um, Uh, great service to the customer.
So I’ve actually taken it to where I’m using YouTube to that. I’m the contractor, but I know my stuff. And we’re also providing great service and educating the customer to make them have a different, um, view of the contractor norm. Or how would you say that Jonathan? You know what people say? I, I can’t think of that word.
No, I think I know where you’re going. And I’ve seen you do it through the years where you’re you share your knowledge and you share your expertise because it has demonstrated [00:17:00] that you are a trusted resource then in the industry, you’ve not necessarily tried to hold everything close to the vest and go, wow, I’m not gonna tell you.
You’ve always been very open to share here. Here’s how we do things here is how we build this. Here’s what makes this building different because by sharing that again, you’re creating tremendous expertise. Through my eyes as the customer, looking at you and going, okay, I can now trust Midwest steel or Wolf steel buildings to build the building that I want and to do it the right way, because I think the biggest fear as a consumer, especially when it comes to construction projects like that, that we don’t know about is my goodness.
That’s a big investment. Yes. We, we know what we want and we want it to be done. Right. The worst thing that could happen would be to have it done and then done improperly. And so I think being able to create that trust that you’ve done such a. A great job about to me is so important. And I appreciate you sharing that.
I think that’s, that’s a critical part of anybody’s success. So yes. Talk to me a little bit about maybe a interesting story. Um, [00:18:00] has anybody we try to keep it family friendly, but has anybody ever, uh, asked you to build a building for something that surprised you or you ever found anything during a construction project that, uh, might, uh, dazzle an maze or at least surprise any of our podcast listeners?
Like, uh, a story about a customer. Uh, yeah. Yeah. I mean, without any names, but, you know, I mean, uh, I don’t know, you know, did, did you ever, you know, put up a building only to find out that, you know, before marijuana was legal, it was supposed to be a grow room or anything like that, you know? And I don’t know, I’m just, I’m guessing it stuff here.
Um, I mean, there’s just a lot of interesting stories. Uh, most of all, like. I have customers that still reach out to me. So for example, yesterday or last week, I’m sorry. Um, one of my very first customers when I first started, um, you know, with Midwest I, and I’ll mention his name. He’s, he’ll be okay with it.
His name is problem. He’s out of, uh, he’s out of Howell, Michigan. [00:19:00] And, um, he always just reaches out to me and I love that. Like, that’s just the best part of this. This is like, when you help a customer, they’re super happy. You know, he, he reached out to me last week. Hey, I got someone here on the phone right now that wants to, but another metal building and, and I told them, I showed him the building that you built and it’s.
And, uh, you know, he loves the building so well, you know, one of the things we love to ask ed Beal is advice. You’ve obviously demonstrated, you know, some proven growth and, and you’ve been successful if you’re speaking to someone who’s looking at either starting up a business, maybe for the first time, or maybe they’re there they’re a couple years in, but they’re trying to figure out how do they transition from a job to a business?
What advice would you give to that entrepreneur? Yeah, so, um, There’s a couple. So the first one, so depends on if it’s a startup or they’re in the business, but if it’s a startup, um, what I mentioned is don’t wait to be perfect. [00:20:00] Just, just go ahead and start, just start and you’ll fit and start paying attention to the customer.
That’s it just pay attention. What are they saying? What are the things that you’re, that you’re not delivering to them? And then from there, you just start. Okay. You just start, you just start figuring out a way, uh, based on what they’re telling you. And don’t be afraid to ask your customers for advice on why you lost that sale or what is it?
That’s not convincing them to go with you. So ask them the questions and most of them will share. And, uh, I’m going through that with Wal still buildings right now is I asked a customer what didn’t convince you to go with us. And that way I can start improving. My branding or my marketing or my education to make them feel that they can trust me there.
That would be on the startup aspect. Uh, if you’re, if you’re already startup and you’re kind of stuck. One of the biggest things to me was like, as [00:21:00] long as you’re driving sales, you’ll figure out the rest. So how do you drive sales is you focus on marketing and you focus on sales. Like if you drive, you learn those things and that should always be in your hands.
Uh, in my opinion is like grab that marketing and that sales take control of it own. And learn what it takes to drive your sales and the rest you’ll figure it out. Cuz if you’re most businesses that start they’re, you’re a great plumber. You’re a great builder. You’re great at, uh, you know, making websites basically.
That’s how I’ve seen most entrepreneurs start and it takes something different, which is learning business to be able to grow it. And so you’ll, if you can learn sales and how to drive your market, And then from there, you’ll figure out the rest, your operation you’ll figure it out, um, right behind it, cuz uh, you’ll, you’ll have to catch up with all that growth.
So, oh, that’s that would be my, [00:22:00] my suggestion. Absolute gold there. No, I, I couldn’t agree with you more Adbeel it’s, uh, it is so true to watch. If there’s sales there, then there’s always revenue and income to, to pay for the things you need to do to deliver on it. Um, you know, especially when you’ve got your margins and the appropriate spot and all that, I think that’s just really, really good advice, you know, combined with the, just.
Get started and, and get moving. I think two great pieces of advice for anybody no matter where they’re at in the process. Yes. So, uh, I really, really do appreciate that. One of the other things we kinda love to do, and this one, uh, actually we ask a random question and this one may or may not be relevant to you being kind of in the construction field, but, uh, have you ever been electrocuted electrocuted?
Yes. I mean, getting a really good shock maybe from an electrical outlet when you were doing an install or a build. Yes. And yeah, but they’re very, very, very minimal, but I’ve been, I’ve been close to an electrocution, which is, uh, I was [00:23:00] constructing. and, um, when we level we don’t, we don’t back then when I was in like high school, we weren’t really, uh, using laser like now.
Okay. You know, you lose laser to level out, uh, you know, your buildings. And, uh, we used a string and so we tightened that we were tighten, trying to met strung all around the building. And, uh, I’m normally supposed to. Using it from or viewing or stretching the strength from the inside of the building. So if it pops, it pops away.
Well, it was, I was still learning, so that like popped right in my eye and left me like a, my, like a Mar yeah. And it was loud and I felt like close to an electrocution in a way, but not necessarily the feeling, but it was just like, And, uh, whenever you mentioned that about construction, it remind me of that.
Like, it was scary, you know, that strange IST, like pop, um, oh, I bet we stressed it out too, too much. And, uh, but yeah, that was a [00:24:00] good memory. oh, that is one of the other, you mentioned laser leveling and, and one of the things I love to ask people in the trades is talk to me about the tools you use. Do you have.
Particular brand that you like a particular tool that you find yourself going to time and time again, that, uh, you could share with at all? Well, um, I haven’t been in construction for a while, like actually doing it and a lot of my work is being, um, uh, subcontracted. So I don’t really have a specific tools that I’m very, very fond of, but.
The one that’s very, very common that I see on, uh, all our subcontractors and, um, is DeWalt. Um, okay. That’s just, that’s just a common one that I see a lot and very, very popular. But specifically that, that we have no, not, not for me because I don’t build with my hands as much anymore. That’s just well, and that’s, yeah, you’ve moved beyond that.
You’re now running the business instead of out there doing that, which is [00:25:00] admirable at, at all levels. But, uh, you always love to laugh. We talked to a commercial plumber the other day and, and he’s big, big in the Milwaukee and loves the Milwaukee stuff. And his team loves the Milwaukee stuff and sometimes it’s DeWalt and.
Not that it matters per se, cuz we don’t sell any of it. But it’s just always a curious question to ask and see what type of things are there. You mentioned the laser levels and one of the big improvements that you’ve seen as far as technology, are there any other things that have changed in the last number of years from a technological perspective that have helped, uh, helped you or your crews install, buildings, more effect.
N not necessarily from the construction aspect. Um, there are some, you know, um, changes within the industry that have improved, um, you know, from like we used to, for example, back then we used to like carry the, um, you know, heavy roll doors or trusses sometimes with, you know, all manual. And, um, now we use like these, uh, electric, [00:26:00] um, pulleys to just do the work for, or like, you know, raise them all up.
So there’s been a lot of improvements that have been, uh, done on the job site, but what’s really helped a lot in the construction side has been like, uh, Com configuration. So like for, for metal buildings, now, customers can go on, on online and you can just build your metal building, design it the way you want from doors and windows, and really have the specs of like, you know, how far you want it from, from, from the edge, your corner and all that, which then makes your dream, you know, very real.
And we simply manufacture it. We quote it out for you. I’m sorry. First. We first quote it for you, then we, uh, manufacture it for you. And then from there, the builder that’s going out there knows specifically where that door is going, where that window is going and, and what specific [00:27:00] measurements. So that technology has really shaped the industry to make it even simpler and more, um, more like for the customer to be able to make their dreams a reality.
Oh, no good share. And that’s, I can imagine you being able to visualize that building prior to probably also really helps in setting expectations properly because then, you know, when you’re that building exists and it matches that drawing, it’s really difficult for somebody to go, oh, I envision something different because you’re both looking at that model and able to see that I can say that just be a huge game changer, probably as far as change orders and, and fixes and things like that too.
I would. Oh, yeah, it is like minimize change orders and, and make sure that we’re on the same page. Um, so that technology has really, really, really helped the, the industry in general. So Adbeel, any, any parting advice for, uh, business leaders like yourself? Uh, uh, you obviously given us. A number of great things too, that come [00:28:00] to mind immediately are, you know, just get started.
And then obviously, uh, and now I, of course totally lost the second one as we’re talking, but get started focus on the niche niche and, uh, you know, move from there. Anything else you’d like to share with, uh, with our viewers today? It’s? Uh, well, no, I mean, I think, uh, if I reflect back, uh, for example, my Midwest journey, um, I think the best part was always the journey.
Uh, yeah, the best part now I think about it is, and I reflect on it and I love it is just the journey. You know, that’s really what, you’re, what you’re. I remember the most, not necessarily hitting 17 mail. We were part of the ink 500, uh, list, um, last year, two years ago, uh, fastest growing companies in the us and, um, wow.
Congratulations. You know, trophy, right? Yay. Yeah. But at the end of the day, I think I [00:29:00] remember more the, the challenges, the, the relationships built, um, the, the, the small hurdles that you’re going through. Um, yeah. I even even remember when we were in the office when we were first starting. Like, uh, we only had one phone, so we would say, you know, can you please hold?
And we’d put him on mute and we’d throw the phone to, to, to, you know, to me, or to, um, person that was with me. Um, and that would be like transferring the call. Cause we only had one phone. So like those little memories, you know, those little memories, uh, Those are really what really stays to me now. And, uh, it start something that now in my new journey is like, I’m, I’m taking the moment to really be proud of the journey that I’m going through.
And that every step of the way means a lot and, uh, not get to focus on. You know where I’m gonna be like, oh, you know where I [00:30:00] wanna be. That will come. That will come. So great, great stories, great advice, uh, great feedback all the way around. We just wish you the most blessings with your new business. And I hope it, uh, continues to scale well, while I know you still have some involvement at Midwest.
So exciting to see you, you grow and expand and, and candidly, I wanna just thank you again for sharing your knowledge and your experience. It’s truly valuable to everybody. We’re gonna go ahead and put a link here for Wolf steel building. So people can go check out the brand new website and make sure that if they’re in the area, they can reach out to you.
Um, if anybody’s got questions about. Metal buildings and that type of stuff. Uh, is it fair game for them to reach out to either Midwest or Wolf steel for any questions? Absolutely. Absolutely. So, um, you know, reach out, um, I will, if you want, also, you can, I can put my, my personal email address. I love helping.
I, I love helping. I love sharing my knowledge so I can even help and then connect them with whether, if they’re [00:31:00] in the Midwest, connect them with Midwest too. Um, and then if you’re in Texas, uh, you can connect over here with Wolf steel buildings. So, um, both organizations or amazing organizations and we love serving.
And that’s what we’re all about is about serving and, uh, and really educating to make sure. That we’re the right fit as well for you, and that we can help you in your journey, uh, with the metal buildings. So, awesome. Adbeel again, thank you so much for your time today. Uh, have a great day. Thank you, you too.
