Published October 17, 2024 • 5 Min Read
Erik Wigger grew FullMoon Autoworks slowly at first and then quickly expanded as opportunities presented themselves. By being ready for change and backed by a strong team, Wigger was able to build and grow a specialized, respected business.
TLDR
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Being ready for opportunities when they surface lets you capitalize on them for growth
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Relationships form the foundation of a successful business
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Specializing in a product or service lets you stand out in the market
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Strong, stand-out marketing goes a long way toward attracting clients
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Building a dedicated team is key, letting you focus on expanding your business
1. Seize opportunities when they surface
Erik Wigger started out as a solopreneur, doing window tinting, paint protection and other automotive film applications. When he took his business to Orleans, in the heart of car dealership territory, FullMoon Autoworks grew steadily. He gradually took on more staff as they attracted more clients. And when the owner of the unit he was subletting was looking to sell, he found a way to purchase the property. “I was a sole proprietor for a while, but we incorporated our business just over two years ago before applying for a mortgage. Our books looked really good. When the landlord who was selling the property was on a time crunch, we were able to make things work out quickly.”
When the opportunity arose to take on another unit and another business, Wigger’s forward-thinking outlook enabled him to make that expansion happen. “We had a tight window to go in and acquire the assets,” he says – an opportunity he wanted to jump on given the limited commercial space available in the Ottawa area. With the acquisition, he also expanded his business to rustproofing, which enabled him to address more client needs.
2. Build a business based on trust and relationships
At FullMoon Autoworks, they pride themselves on breaking the typical stereotype of automotive shops. Wigger insists on creating a culture that is grounded in trust and built on solid relationships – both with retail clients and the dealerships they work with. “We train our staff to go the extra mile to form relationships with retail customers. If someone’s in the waiting room, we want to strike up a conversation and really get to know them,” he says. He treats dealership clients the same way. “Although dealerships are big, fancy glass buildings, there are people in those businesses, and there are people in our businesses – it’s the relationships that keep them working with us.”
3 Business Planning Tips for Small Business Owners from Erik Wigger of FullMoon Autoworks
1. Create a business plan with projections
“When you understand your projections and make them as real as possible, you can check back later to see where you stand.”
2. Take calculated risks
“Sustainable growth is important and so is taking calculated risk – do one thing at a time, not too slow and not too fast.”
3. Know where you want to go
“When you can show how your business is doing, how it’s growing and how it can succeed with further growth, it’s easier to get financing to fund your goals.”
3. Invest in marketing
While much of their client base is made up of new car dealerships, FullMoon Autoworks also does a lot of work for the retail public. To attract customers, they invest in their brand. “We run a lot of marketing campaigns, and our branding is very important to us,” Wigger explains, sharing that their company colour – orange – is featured prominently in all their marketing. Their Google ads and landing page are effective digital tools that work hard at reaching prospects and converting them to clients.
4. Don’t be afraid to specialize
Wigger explains that the services they offer are often featured on longer lists of services provided by other general automotive companies. But by specializing in window tinting and complementary services, they are an outlier in their sector. As such, they keep up with trends and technology and focus on quality installation, which means they can offer a superior service compared to their closest competitors.
5. Build a strong team around you
Wigger credits his team for his company’s ability to react to opportunities and make the most of them. That’s why he consistently invests in their growth and development, compensates them fairly and shows them they are appreciated.
He also shares that bringing his external partners into his inner circle – including his lawyer, accountant and RBC team – has worked in his favour. As his RBC Relationship Manager, Diana D’Aoust says, “When we work together, we’re all trying to get to the same goal.”
6. Have a customer-obsessed business model
Where business owners often find themselves focused on the backend operations of the business, Wigger believes it is important to identify with the customer experience. “In customer service, we often find ourselves too product oriented,” he says. “Beyond specs and pricing, we also have to remember the customer’s time matters.” Accommodating busy lives while really listening to the customer’s priorities is FullMoon Autoworks’ recipe for success and repeat business.
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