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I asked how much backlog she has right now. She said she’s But there might be another more lucrative market. There are
almost finished with her current project: a custom American people who would pay $6,000 for a flag just to tell their friends
flag made from wood, with the 13 stars routed out with her how much they paid for it or because they appreciate fine
new CNC machine. The fee is $600. The machine, more than workmanship and can afford to pay for it. The technical term
that. Hours into the project exceeded 40. Backlog zero. for this segment of our nation is “rich people”. They have the
disposable income to pay good money for great work. Often,
My advice was to open a title survey business. You’ll be able they buy for what seems like a high price and, a few years later,
to charge the same $600 fees but you only have to spend 20 they sell for 10 times that amount. This concept would apply to
hours a project to earn that. art, high-end cars, and even houses in high-end communities.

Or, make $600 hammer handles for NASA. They were paying Can she make a wooden flag that is so much better than
that much back in the 1960s. anything else on the market, and then find a way to advertise it

When I was done telling jokes to wealthy segment of society? In her
that I thought were funny but A business is like a second case, I suspect the answer is yes. She
A business is like a second
she didn’t, I got more serious. family that y ou also hav e to would have to up her game, probably
family that you also have to
The first thing I told her is that car e just as much about. spending 120 hours per flag, going
care just as much about.
the only reason I would open for top-level craftsmanship and out-
a business is that there’s a lot of-the-box creativity. The market just
got very small, only the 1% or 0.1%,
more opportunity to make good but maybe that just makes the marketing work more focused.
money as an owner than there is being an employee. The Tripling the cost of making the product but increasing the fee
trade-off is the time you’ll have to spend and the stress that by a factor of 10 just might work.
goes along with taking those risks. Everyone has stress about
doing their part to take care of the family. A business is like a So what does all of this have to do with our profession? Who
second family that you also have to care just as much about. cares? I’m retired. No, I didn’t mean to say that. What I should
have said is that, while much of what we do every day is price-
The next thing I said is that selling your product or service is oriented commodity work (think clients like title companies
probably the most important part of running a business. You or governmental agencies that don’t care about anything above
can make the most beautiful creations ever seen but if no one minimum standards), maybe some of us can still find markets
knows about them, you’re going to die a pauper. Selling means where quality is the most important aspect of the client’s need
spending more of your time not producing, or hiring someone and the client is willing to pay for that. We can make plenty
to do it. It also likely means spending money on marketing of money doing commodity work but I’ve just always felt that
materials and advertising. All tough things to do when you’re the high-end stuff is more rewarding as a career.
starting out with no money.
If you have a foot in that door, great for you. You’re probably
I asked how she thinks she can make a profit selling wooden set up for a healthy retirement someday. Or maybe you’ll never
flags for $600 when it takes 40 hours to produce one. She want to retire because you love what you do every day and
suggested that she would become more efficient when she gets you’re contributing to society.
more expert at the new tools she bought. I countered that if Best of luck either way. Meanwhile, I can’t wait to see which
she wants to net $80 per hour after costs while keeping that direction my former employee goes. I’m putting away some of
price, she will have to finish the flags in about 6 hours, not 40. my Social Security check each month in case I need a $6,000 flag.
This led to a discussion on pricing and market selection.
About the Author:
Personally, I wouldn’t pay $60 for a wooden flag, let alone Gregory J. de Bruin retired at the end of 2020, after
$600, even though they look great. It’s just not a place I’d want 45 years in the Land Surveying and Engineering
to spend that kind of money. I bet I’m in the majority. But, professions. He was a principal in the firm that
since she has sold two of them, there is a market for them. I is now known as GdB Geospatial, LS. Greg is a
think it’s pretty small. But most of us non-rich people would former president of: NYSAPLS, Nassau Suffolk Civil
probably settle for buying an American flag, probably made in Engineers, Nassau County Chapter of the NYSSPE
China, for $59 from Amazon. My point was that competing and the Long Island Branch of ASCE.
with the huge mass-producers is going to be an uphill battle.

EMPIRE STATE SURVEYOR / VOL. 57 • NO 5/ 2021 • SEPTEMBER/OCTOBER 27