KBB - March 2013 - (Page 18)

KBIS SPECIAL SECTION Evolving Your Business Model A designer discovers how to win business in a tough market Kitchen and bath designer Gloria Graham Sollecito just finished her best year yet. It’s not often we hear that today, especially not from a kitchen and bath designer who’s been practicing for more than 18 years. How did she do it? Diversification. Financial advisors tell us all the time, “Be sure to diversify. Be sure to rebalance your portfolio.” Sollecito decided to employ that advice in managing her business. “I realized my customers wanted what I had to offer in terms of design but couldn’t always afford the custom or high-end cabinetry lines I was carrying,” she said. “I knew I could bring solutions, but I didn’t have much price flexibility so I had to change my model.” After researching the market, Sollecito determined she wanted three relationships: a custom millwork shop, a high-end cabinet line and a quality-made component or ready-to-assemble (RTA) line.“I know it sounds odd to mix such a diverse range but that has been the ticket,” she noted.“Our customers want our design insights and project management expertise. They don’t really care whose product is used as long as it is the right product for their situation. That’s where we add real value.” So, armed with this model in mind, Sollecito joined forces with local South Florida custom cabinet and furniture shop Brendan Donovan Furniture & Cabinet Co. She brought on the Holiday Kitchens line of cabinets for clients interested in a factorybuilt line and rounded out the assortment with the River Run line of imported RTA cabinetry.“Now I can get creative,” Sollecito said.“I can bring in unadorned prebuilt cabinets and have our shop create the crown molding and millwork details. Or I can offer a less expensive, but quality RTA product for a second bath or laundry and still provide design services as well as facilitate the ordering and specifying of other finishes. Mixing capabilities and components gives clients choices from one design source.” It’s also enabled her to offer pricing flexibility, which previously was not possible. This mixed portfolio has encouraged Sollecito to expand and diversify her design offering, too. Now she’s able to provide closet design, as well as cabinet re-facing services. The strength of the closet-outfitting segment has proven a pleasant surprise. In the more utilitarian spaces she’s even found clients are happy to try their hand at installing the RTA cabinetry themselves. “Clients are willing to spend money on my design and specification services then save some expense by installing themselves,” Sollecito noted. “I recently heard about the concept of the ‘IKEA effect,’ where DIYers tend to be more forgiving of their work—even proud of the job despite the fact that it isn’t perfect. Had we installed it, they most definitely would have called us back to make adjustments! 18 + K BB neworleans_kbis sectionNEW.indd 18 Not having to attend to callbacks is another cost saving for us.” A commitment to “being out there” is also an important part of Sollecito’s evolved model. Three years ago, having decided to deepen her online involvement, she started the design blog Kitchens For Living (kitchensforliving.net), which turned out to be an effective marketing tool for her work. As an active blogger, Sollecito was invited to be a part of Brizo’s Blogger 19, exposing her to a number of other kitchen and bath design pros. Moreover, her commitment to the NKBA as VP of communications for the South Florida Chapter keeps her well networked and tuned in to all of the industry happenings. Sollecito also feels strongly other design and construction alliances are smart. For example, a recent connection with a general contractor brought her and Donovan into a number of projects, including the American Red Cross Designers’ Show House in Palm Beach, FL, which they just completed work on. “I keep hearing that our evolved business model is trending,” Sollecito said. “I know it’s working for us. Our numbers tell the story.” Sollecito, formerly of Masters Kitchen Gallery, has been collaborating with Brendan & Co. as a designer for more than 15 years. She has received AKBD certification from the National Kitchen & Bath Association and served as VP of Communications for the South Florida Treasure Coast Chapter’s Board of Directors. Her work has appeared on This Old House as well as in Florida Design Magazine and the Palm Beach Post. She is co-author of The Complete Idiots’ Guide to Remodeling Your Kitchen, Illustrated, as well as a freelance writer contributing occasionally to the Sun Sentinel in the area of kitchen design. Sollecito currently authors the Kitchens for Living blog and is a proud member of the Brizo Blogger 19, as well as the Blanco Design Council. ■ —Sherry Qualls March 2013 / www.kbbonline.com / The Official Sponsor of KBIS www.kbis.com 2/13/13 5:46 PM http://www.kitchensforliving.net http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - March 2013

KBB - March 2013
Contents
Online Contents
Editorial
Show Director’s Note
KBIS Special Section
Web Savvy
Trends
Products
Design Feature: Beach Formal
Design Feature: Luxury in the Large
2013 Brand Preference Study
Ad Index
Last Word

KBB - March 2013