36 minute read
Taking the Food Service Industry to New Heights
Photos provided by Josiah Kopp
How Colton Shoults is Leading the Restaurant Industry and Beyond
Colton Shoults wasn’t always a business restauranteur and entrepreneur. Before launching multiple business ventures, Shoults was a product manager for a large industrial contractor. Despite beginning his career on an alternative path, Shoults had a certain entrepreneurial mindset that placed him on the road to success. Today, Shoults operates a multitude of businesses across the Bismarck-Mandan area, including Grand Junction Grilled Subs, Laughing Sun Brewing Co., The CraftCade, Northern Immersion and more.
By Grant Ayers
Colton Shoults, Owner of The CraftCade
Shoults’ History and Rise to Success
Years ago, Shoults may not have strived for technical training in the restaurant industry. However, that’s not to say he had any less of a reason for pursuing the position that he’s in today.
“I love eating, being hospitable and interacting with and meeting new people. I also love creating a good experience for somebody and making their day a little brighter. To be honest, I truly don’t enjoy cooking food at all; it's a nuisance to me,” Shoults said. “I'm a very methodical thinker and like to reverse engineer things, implement processes and see what works. With Grand Junction, I saw an opportunity that doesn’t come around too often that I knew I had to jump at, so I dove in headfirst. I love being able to interact with customers, solve problems and work with a solid team in the restaurant industry for long hours. It's really rewarding for me.”
With multiple restaurants taking off the ground and finding a unique niche in the Bismarck-Mandan restaurant market, it was safe to say that things were going well. That is, until the pandemic turned the world, and restaurant industry, upside down. Despite taking a hit at first, it became evident that Shoults was willing to take risks to find success during uncertain times.
“2021, surprisingly, ended up being a record year for Grand Junction, Laughing Sun Brewing Co. and The CraftCade. We bounced back really strong after that first wave in the economy. Within Laughing Sun, one of the best things that we did during the pandemic was get creative with axe-throwing lanes, which proved to be extremely successful and cost-efficient,” Shoults said. “We did astronomical sales, since the weapons and lumber were low-cost, and we already had the real estate for it. We had to learn a few new things, such as booking software and safety precautions for customers, and there's some time and money invested with additional insurance costs, but this is all relatively low compared to other aspects of the business. It was the perfect strategy that we came up with during COVID and it luckily really paid off.”
Highlighting Colton Shoults’ Many Business Ventures
Grand Junction Grilled Subs
Grand Junction Grilled Subs was first started by a Vietnamese immigrant named Vu Truong in Fargo, ND. Once Shoults tried and fell for the Grand Junction recipes and business model, the two teamed up with plans to franchise the business.
No matter how solid a business plan someone may think they have, it can still be painstakingly challenging to get a business off the ground. When Shoults was beginning his business venture into Grand Junction Grilled Subs’ franchising, there were countless obstacles to overcome, both big and small. “When we first started out, we originally began being funded by the banks for capital. I was turned down by two separate banks before the third one took us up on a chance with our first Grand Junction,” Shoults said.
Today, there are eight locations across the Midwest, ranging from the FargoMoorhead and Bismarck-Mandan areas to Grand Forks and beyond. Despite the success that came from spreading the Grand Junction brand across the Midwest, Shoults didn’t stop with one bold business venture.
Did You Know?
“All of Grand Junction’s fries are freshcut. I think of all the potatoes that we’ve cut by hand and how it would be so much easier to buy a bag of frozen fries, but that’s not what we’re here to do. We advertise quality food and it’s important that we deliver on that promise.”
- Colton Shoults
Laughing Sun Brewing Co. offers plenty of indoor and outdoor seating for even the busiest of days in the warmer months.
Laughing Sun Brewing Co.
Laughing Sun Brewing Co. is a brewery and BBQ restaurant located in downtown Bismarck. With a wide variety of brew flavors and meal selections, live music and axe-throwing lanes, Laughing Sun Brewing Co. has developed notoriety across the Bis-Man community.
While Shoults, his partners and his employees have all seen immense growth and success over the past year despite a radically-changed economy, there’s no cause for celebration just yet. Shoults detailed some of the many plans that he has in store for the everincreasing Laughing Sun Brewing Co. empire.
“I plan to focus on increasing the businesses that we have. Laughing Sun Brewing is now distributing in four states;
Did You Know?
Laughing Sun Brewing often partners with different organizations for events for custom products. They create custom beer and labels for any event ranging from alumni events to golf tournaments. For anyone interested in taking their event to the next level and with their own branded beer, Laughing Sun Brewing Co. will work with them on what beer they want and then we have our in-house graphic designer making an optimum label with their brand. North Dakota, South Dakota, Montana and Minnesota. We’ve got plenty of room for growth across the country, so the sky's the limit with the brewery. We can be everywhere in essence,” Shoults said.
Looking beyond the goals of distribution and sales, Shoults has some impressive plans up his sleeve for the physical space in Bismarck. “We have some exciting plans of purchasing the building when the time is right. We're going to be moving the brewery to the other side of the building to allow our stage and concert area. It'll be much bigger with a private green room for the bigger artists that we're booking. That way, we can have much bigger shows and increase the venue capacity to roughly 700 people,” Shoults said. “Right now, we just don't have the space to be able to fully open up and be the venue that we want to be. With this expansion, we’ll be able to do bigger events and have bigger artists. We truly feel like it will be the best music venue in town. I feel that Bismarck is lacking in music venues when compared to Fargo and we want Laughing Sun to fill that gap. We’re looking forward to essentially tripling the size of Laughing Sun Brewing as part of our three-year plan. Last year may have been the best year that we’ve had at Laughing Sun, and we're poised to beat it this year, so it's something exciting to be a part of, but it's going to be a really special place by 2025.”
Laughing Sun is known for far more than just their brews. They’re also known for their food, live music and weekly events!
The CraftCade is packed with plenty of games that span decades for all customers to enjoy over a meal or beverage.
The CraftCade
The CraftCade, a popular restaurant and bar in downtown Bismarck, opened in the Spring of 2019 to immense praise for its unique dining and retro-styled entertainment concept. The restaurant offers the same premium flavor that his other ventures carry, yet brings a wildly different range of meals, beverages and experiences to the customers.
“The CraftCade is very well-known for its arcade lineup. We have a wide range of titles, both old and new, that grab everyone's attention. From sci-fi games to racers and classic throwbacks, all of the games are getting plenty of use in the restaurant,” Shoults said.
Within a few months of opening, The CraftCade was voted “Best Place to Have a Beer” by the Bismarck-Mandan community, and placed second for “Best Place to have a Date”. In 2021, The CractCade was voted “Best Pizza” in the Bismarck-Mandan area.
Did You Know?
While The CraftCade is a 21+ older establishment during the majority of business hours, they do offer Sunday Family Fundays, in which the food and games are available for all ages.
Did You Know?
“At The CraftCade, we have a second floor upstairs that can be rented out and reserved for closed, private events. The area is filled with plenty of seating and fun games that everyone can play. It's a great spot for 40 people to get together and celebrate, meet up or any other reason for gathering.”
- Colton Shoults The CraftCade offers a self-serve beer wall, where customers can serve as much as they’d like by the ounce, blend flavors and make each drink customized to your taste!
Colton Shoults is pictured here with one of Northern Immersion’s Bitcoin miners.
Northern Immersion
In addition to his long list of successful restaurant models, Shoults set forth on a new path that led him to something wildly different. Founded in 2020, Northern Immersion is a Bitcoin mining company that installs and services data centers to utilize North Dakota’s flare gas and transform that energy. “I started my company when I saw a fantastic opportunity here in North Dakota. In my opinion, North Dakota is going to be a top three Bitcoin mining state in the country. Bitcoin mining uses these highpowered computers that utilize a lot of energy,” Shoults said.
The Bitcoin industry is relatively new when compared to other aspects of the economy. Despite this, Shoults is taking his knowledge and breaking new ground. Using forward-thinking techniques, Northern Immersion is on the rise and paving the way for other companies with their new processes for Bitcoin mining.
“We're focused on capturing stranded energy. When gas is flared, it puts methane into the atmosphere. We capture that gas, run it through a natural gas generator and we're able to then harness that energy,” Shoults said. “We then calculate that energy and use significant amounts of it to run the Bitcoin miners. We work with a gas capture energy expert, a power generation expert and we have the data mining center. We created this effective solution and partnered with, in my opinion, the best in the industry.”
While Shoults may not have been the first to dive into the world of cryptocurrency, he did pick up the trend earlier than most, allowing him to have a leg up in the field on others.
“I've always been very aware of what North Dakota has to offer. There are only about three of us locally that are serious about taking this to the next level while these big companies are coming in. I'm in a group with these other local miners that are passionate about coming together, collaborating and doing wonderful things for North Dakota,” Shoults said. “Interestingly enough, the reason why we got into this is that all of our restaurants are mining Bitcoin. We're then able to write off the electricity that we utilize. As we mine Bitcoin, we aren’t taxed on it until we sell. When we decide to sell it back, tax implications are significantly less than income tax.”
Having studied the ins and outs of the industry, Shoults encourages everyone to, at the very least, look into the industry and consider implementing it within their business to a certain extent.
“I highly recommend that North Dakota business owners try to understand what Bitcoin is. Northern Immersion will probably have some opportunities down the road for North Dakota business investors to get involved,” Shoults said. “Our mining operations are strictly going to be in North Dakota, as we're 100% focused on working with local people that want to see their community succeed. Once we get the next few steps in place, we're going to have a very solid model that we can open up to North Dakotans and give them an opportunity to get involved.”
A Substantial Success!
Recently, Northern Immersion closed on two deals that allowed them to launch two new mining sites with 600 Bitcoin miners under their management.
Looking Ahead
“The average company at our age is only running at 1 megawatt, but we’re already running at 3 megawatts. Our goal for the end of the year is to be running at 5 megawatts, with a goal of an additional 20 megawatts with 5,000 Bitcoin miners by the end of 2023.”
- Colton Shoults
Keys Please Properties
Keys Please Properties is a 47-unit trailer park that's professionally managed by a local property management company. While the property is an impressive asset, it was a long road for Shoults to work his way up to owning that large of an investment.
“I purchased my first duplex when I got my National Guard bonus at 21 years old. Once the deal went through, I completely renovated it myself while working full-time to afford school. Naturally, that evolved into another duplex and another after that,” Shoults said.
When Shoults decided to sell his portfolio of duplexes, he had an interesting idea of what to do with them.
“I decided to sell my portfolio of duplexes to my managers within our different business models and brands to help them get into an asset where they
Shoults’ Business Advice
can be business owners through renting,” Shoults said. “I truly believe that if you create opportunity for others, that creates opportunity for yourself in return. That's what I did with those duplexes, which led to Keys Please Properties in September of 2014. We wanted to diversify into something that we felt was recession-proof. If there was the slightest chance of another recession, this would be a really solid investment.”
Shoults behind the scenes of the Laughing Sun Brewery, which will look radically different in the coming years. Over the years, Shoults has picked up a wide range of business tips and advice from his entrepreneurial journey. While some may have been learned from mentors or others that influenced him, much was developed through trial and error, personal experiences and overcoming obstacles on his path.
Surround yourself with the right people
I tried to position myself around people that push each other to be better, work well together and offer a very unique skill set. With all of these different restaurants and ventures, we’ve basically built this nucleus of North Dakota business leaders that are seriously some of the best in the state’s restaurant industry, in my opinion. There's not a single restaurant concept you could throw at us that we wouldn't execute at a high level. Every brand has two to three core members running the specific business and then some oversee the array of operations. We have a core that I’m really proud of and I think that's the most important aspect of our success.
Show your circle mutual trust
All of these brands are essentially housed under the same ownership, so we have the ability to shift willing people around that are involved in multiple of them. For example, my brother is a partner in both Laughing Sun Brewing Co. and Grand Junction. Don James is a partner with me at Laughing Sun, as well as a partner in The CraftCade. We're able to grab people from one system and bring them to another if they're up for the challenge. As they start to do that, pay naturally increases for them. We have intelligent, hardworking and smart people within each business and their track record is only proving what’s going to come next for us. By collaborating with a reliable support system, we’ve found some amazing ways to create more revenue, create a better culture, make new menu items and continue opening other businesses. I have full faith in them and confidence that everything is handled. If a situation does work its way up to me, it's usually a major situation that needs my attention to be taken care of.
Don’t let a lack of capital scare you
Don't focus so much on the capital that you need to make something happen. You shouldn't get intimidated by capital, but there's always somebody out there that does. Oftentimes, people will get stuck when they start crunching the numbers and realize how expensive it could be. It's important to really focus on your business plan and how you're going to execute that idea. I think there are a lot of younger, aspiring entrepreneurs that have great ideas, but they stop before they execute them, which is everything.
Connections are critical
You also have to be connected to a certain degree to make a name for yourself. You have to have some connections and try to reach out to other people that you can learn from. If they see that you have a legitimate business plan, have a good business mindset and your idea has merit in the marketplace, everything else will follow suit. When it comes to any young entrepreneur, they have to follow it all the way through. If you have the right connections and mentors, you'll be blown away by the doors that open. You just have to be open-minded, pursue that opportunity and reap the benefits of your hard work in due time.
While it’s evident that Shoults has made great strides in the Bismarck-Mandan business community and beyond in recent years, it’s also clear that he’s not slowing down. With plans to expand his existing businesses and improve on those for customers and clients, there’s plenty to be excited about in the near future for Shoults and his endeavors.
Support Grand Junction (Bismarck)
Phone: (701) 751-0375 Email: bismarck@grandjunctionsubs.com Web: grandjunctionsubs.com Facebook: @GrandJunctionBismarck Twitter: @eatGJSubs LinkedIn: linkedin.com/company/grandjunction-grilled-subs Address: 4303 Ottawa St Bismarck, ND 58503
Support Laughing Sun Brewing Co.
Phone: (701) 751-3881 Email: info@laughingsunbrewing.com Web: laughingsunbrewing.com Facebook: @laughingsunbrewing Twitter: @LaughingSunBrew LinkedIn: linkedin.com/company/laughing-sun-brewing Address: 1023 East Front Avenue Bismarck, ND 58504
Contact Northern Immersion Support Grand Junction (Mandan)
Phone: (701) 595-SUBS Email: mandan@grandjunctionsubs.com Web: grandjunctionsubs.com Facebook: @GrandJunctionBismarck Twitter: @eatGJSubs LinkedIn: linkedin.com/company/grandjunction-grilled-subs Address: 4524 Memorial Hwy Mandan, ND 58554
Support The CraftCade
Phone: (701) 450-1414 Email: bismarck@thecraftcade.com Web: thecraftcade.com Facebook: @TheCraftCadeBismarck Twitter: @TheCraftCade Instagram: @TheCraftCade LinkedIn: linkedin.com/company/thecraftcade Address: 405 N 4th Street Downtown Bismarck, ND
Marketing Ideas for Growing Your Small Business From the VBOC
By Wendy Klug, Program Manager, and Julie Hinker, Veterans Business Specialist, Veterans Business Outreach Center (VBOC)
About the VBOC
The Veterans Business Outreach Center (VBOC) program is designed to provide entrepreneurial development services such as business training, counseling, and resource partner referrals to transitioning service members, veterans, National Guard & Reserve members, and military spouses interested in starting or growing a small business. SBA has 22 organizations participating in this cooperative agreement and serving as Veterans Business Outreach Centers (VBOC).
S
Starting and running a business is no easy task! It takes a lot of time, determination, and passion. Not only do you have to perfect your offering, but you have to create and implement the right marketing strategy. Keep in mind, that no matter how great your product or service is, people won’t be able to buy it unless you market it correctly. Marketing is an essential piece of establishing your brand, generating leads, and reaching your target market.
COVID-19 has completely changed the way we reach our customers and the only small businesses that will make it are the ones that are willing to change too. News flash… the world has changed and as society begins to adjust, so should our businesses. If you have not shifted your business model to incorporate some aspect of an online presence, then you need to.
As we enter this new world of technology and online presence, we must find new ways to market our products or service. When you are trying to get visibility for your small
Wendy Klug, Program Manager
Photos Courtesy of VBOC of th e D ak ot a s
business, creating value through content marketing can position your brand as an industry leader.
So, let’s get to it!
1. Re-engage customers with email newsletters
Email is not dead! It is one of the most cost-effective digital marketing strategies to reach your target audience in a personalized and affordable way. Emails can keep your customers informed on what is going on with your business. You could share information about a new product, a special offer, or maybe just pop in and share any news from the recent weeks. Additionally, email marketing is extremely easy to measure which then gives you a better understanding of how your email campaigns are working. You can track specific data like click rates, open rates, bounce rates, unsubscribed rates, etc. Lastly, it is affordable! We do not always have a large marketing budget to spend from, so these email campaigns will cost you less than pennies per message.
2. SEO
Ever since the pandemic, the need for SEO has risen exponentially. SEO is important because it gives you the capability to be an expert in your field and helps drive traffic to your website, while also helping you promote your business for free and organically. As consumers continue to shift to an online mindset, businesses will also need to make the shift into the digital space. SEO gives you the power to be the answer to potential customers’ questions. You MUST build a website that is optimized for both the search engines and conversions. SEO is also a valuable tool for brand awareness, building relationships with prospective customers, and positioning yourself as an authoritative and trustworthy expert in your field. It will take time and patience to build this trust, but this authority will do wonders for your brand. Julie Hinker, Veterans Business Spec ia lis t
3. Functioning Website
Is your website user and mobile-friendly? Is it easily found on Google? If you answered no to any of these questions, then your website is due for a makeover! Your marketing efforts begin and end with your website. A website helps your small business increase flexibility, branding, control and credibility. Instead of relying on someone else to tell others about your business and story, you get to frame that narrative on your website for all to see. Additionally, a functioning website gives you endless opportunities for growth and success like an online store, social media integration, online reservations and appointments, portfolios, testimonials and so much more! Lastly, user experience for online websites and stores should be one of your top priorities. Search engines don’t just consider content when determining your rank; they also take into account how easy your site is to use. Double-check that your website is mobile-friendly, concise and organized, and your pages load quickly.
4. Boost engagement with video content marketing
Have you spent much time on Facebook, YouTube, or any other social platforms watching live or recorded videos? Video is expected to make over 80% of the consumer traffic online this year. Online shoppers, specifically those using a smartphone, prefer to engage with a business through video content. In many cases, this is because the content is more interactive and enjoyable for people who don’t have the time to sit and
read through long posts or blogs. The first way to boost engagement is by sharing your video content across multiple social media platforms. Posting your video in one place just isn’t enough anymore. Consider creating accounts for Facebook, YouTube, Instagram, Twitter and possibly TikTok depending on your demographic. Diversifying your social media presence can help you generate a new audience who had never heard of your brand until they found your videos. Live video events are another great way to engage your audience and interact with them in real-time. Here are a few fun and effective types of live video events: Giveaways, Product Demonstrations, New Product Releases, Ask Me Anything (AMA) Sessions and in-person events. The purpose of these live events is to help grow your audience and improve engagement across your social platforms. If you can connect with them during a live video, then there is a higher chance for them to visit your website, subscribe to your email list, or perhaps make a purchase.
5. Generate word of mouth with a referral program
Have you ever had such an amazing experience at a restaurant or another business that you couldn’t wait to share it with someone else? If so, you engaged in word-of-mouth marketing and this tactic can help your business grow! Any time a customer talks positively about your product or service to friends, family, co-workers, etc. either online or in-person, that is considered word-of-mouth marketing. Consumers want to trust a brand before they make a purchase and one way to do that is through referrals. Lots of research has been conducted to show that the majority of people tune out or block traditional ads. But when friends, family, or online influencers share their experiences about a product or service they love, people listen. They trust that whatever their friend or family told them is true and genuine. Social media is an excellent platform to start a referral program. Your program needs to give your customer a reason to share your products or services with their friends, so incentivize sharing! Consider cumulative incentives, two-sided rewards, premium features, etc. Next, make social sharing easy. Make sure your links are instantly shareable and everything is mobile-friendly. Less is more. Lastly, target customers who already believe in your brand because they will be the most likely to share your content first. Need some inspiration on what referral program will work for you? Check out these successful companies to give you a bit of inspiration: Harry’s, Native, Tesla, Smile Direct Club and Purple.
6. Offer value through blogging
We’ve all heard the phrase “Always over-deliver on the value”, and this rings true when blogging. We should strive to provide value in every possible way. The purpose of blogging is to share as much of your knowledge, experiences and insights as often as you can while building customer relationships and generating sales leads. The first way to over-deliver on the value thing is by helping your readers find solutions to their problems. Use your product or service to drive your problem-solving content. Next, be transparent and honest with your readers. Believe it or not, people like to see the real you behind your brand. Share your successes, failures, and challenges, plus sprinkle in humor every so often too. It’s also important that you allow your blog to be interactive. A blog that allows comments and questions will draw more attention than those that don’t. Make sure to incorporate your blog on your website and social media platforms. This will help increase traffic on your site too! Lastly, monitor and analyze the traffic you gain from your blog. This will allow you to see which posts are performing the best, so you can continue to incorporate those topics in future write-ups.
7. Track and refine your performance
As you implement your social media strategy or refine your existing one, be sure to consistently track what is working and what is not. These metrics clearly define what your audience wants, which helps you refine your products, services, customer support, and more to maximize your customers’ experience, as well as enhance your revenue and bottom line. Every social media platform has its own way of generating analytics that you can dive into. Most of the platform’s analytic tools are user-friendly! If you are not sure where to start, ask Google for a little assistance. When your social media metrics continue to improve, but your business goals aren’t being met, it’s time to rethink your strategy. At the end of the day, if you track your metrics and change your social media strategy accordingly, you’ll get a much better return on your investment and grow your business!
Whether you are a startup, franchise or scaling business, just remember that social media is valuable for businesses of any size or industry. And regardless of your target audience or prospective customers, you can use various social media strategies to expand your small business reach and growth.
So, what’s next? If you have a small business, try using some of the tactics above to enhance your brand, increase sales and reach your marketing goals. Also, reach out to us. Our team at VBOC of the Dakotas provides no-cost advising tailored to your business. We can help walk you through the steps of putting together a marketing plan that will help you reach new audiences and generate more revenue.
For more information, email Dakotas.vboc@und.edu or sign up for advising:
sba-vboc.ecenterdirect.com/signup
Women You Should Know: Andrea Birst
By Lotus Midwest
Written and photo provided by
Ladyboss Midwest
Q. Tell me about your business.
A. I took over Glance Spa and Salon in October 2009 and it’s been an amazing ride. I have a current staff of 16 and we offer all hair, skin, lash and nail services. We are the only team-based salon in Bismarck. It’s been really fun transitioning to a team-based culture in the last six years.
This last year, I bought the Hair Academy with a business partner, the only hair school in Bismarck. The Hair Academy is passionate about education and teaching which wholeheartedly aligns to what Glance is all about. Coaching is one of my favorite roles, experiencing young students in school and helping them grow is fulfilling.
Q. You are committed to giving back to your community. Can you tell me more about the work you do and why it’s important to you that your employees volunteer?
A. As the salon has grown over the years, we’ve started to focus on, “What do we want? What are our values? What do we stand for?” Giving back and community has become a part of who we are. We genuinely take volunteering seriously. My team volunteers every month. We take turns
giving back at Heaven’s Helpers Soup Café and give free haircuts quarterly at Ministry on the Margins as a part of community outreach. Another thing we are doing this year is Glance Glambush Makeovers. It’s a campaign where we give makeovers every quarter to deserving, hardworking, selfless individuals in our community. The community nominates women who are deserving of a full day of pampering.
Giving back is important. I believe every person and every business has a responsibility of giving back and taking care of our communities. It changes personal development, team culture and business culture. This changes teams for the better. Some of my team had never volunteered before coming to Glance. Just to see how their hearts are touched and changed is the whole reason we do what we do.
A. We spend most of our time at our workplace and at times more than we do at home with our families. So, why not create an environment and culture that makes people want to get up and be excited to come to work? I am so thankful we have been able to develop that at Glance. It’s important to make your people feel loved, valued and respected. They will take pride in the work they do, perform better and have an overall greater well-being. Happy employees = great quality of life.
A. We spend most of our time at our workplace and at times more than we do at home with our families. So, why not create an environment and culture that makes people want to get up and be excited to come to work? I am so thankful we have been able to develop that at Glance. It’s important to make your people feel loved, valued and respected. They will take pride in the work they do, perform better and have an overall greater well-being. Happy employees = great quality of life.
Q. What challenges have you faced?
A. I was young when I bought Glance Spa and Salon and I wasn’t entirely sure what I was doing. I had great mentors and a spirit to learn and have learned so much along the way. I have dealt with a lot of big challenges, just like we all have. The biggest hurdle is learning to overcome the stress of daily business life and recognizing everything happens for a reason and remembering to be grateful for those life lessons.
Q. What challenges have you faced?
A. I was young when I bought Glance Spa and Salon and I wasn’t entirely sure what I was doing. I had great mentors and a spirit to learn and have learned so much along the way. I have dealt with a lot of big challenges, just like we all have. The biggest hurdle is learning to overcome the stress of daily business life and recognizing everything happens for a reason and remembering to be grateful for those life lessons.
Q. What advice would you give to new business owners?
A. My advice to new business owners is to find people in the community that can help you build your business and help you navigate every aspect of it. Make sure those people— whether attorneys, banking or brand consultants—are people that align with your company values. Don’t be afraid to ask for help and look within your own team. I have been amazed by the leadership growth and willingness to lead within my own company! It’s been amazing!
Q. How do you make sure you’re incorporating a healthy work/life balance?
A. I have learned to ask others for help. I can’t do everything alone and allowing others to help and take things off my plate has been a huge stress reliever. I try to be present when I am at work and leave work at work when I am with my family. My motto is "work hard, play hard". I try to carve out time for travel with my team as well as with my family. At the end of the day, it boils down to church, travel and wine!
Photos Courtesy of The Good Kids
Support Glance Spa & Salon
Phone: (701) 751-1893 Web: glancesalon.com Email: hello@glancesalon.com Facebook: @glancespasalon Instagram: @glancespaandsalon Address: 407 N 4th St, Bismarck, ND 58501
JJim Letzring is a veteran of the Army National Guard, in which he served for 27 years. While on active duty, Letzring was involved in a motorcycle accident that required a tedious recovery. However, it was during that recovery process that Letzring became interested in mobile sandblasting through commercials for dustless blasting. That passion grew and grew until eventually, Letzring founded Blitzkrieg Blasting, LLC, a mobile blasting business that will take on any surface preparation needs, ranging from paint removal to coating removal, as well as surface etching. Letzring discussed a wide range of topics with us, including his service experience, how that impacted him as a business owner over the last two years and much more.
What led you to military service?
I wanted to learn construction equipment, mechanic skills and I also wanted the funds to help pay for school.
Tell me a bit about Blitzkrieg Blasting.
I thought that it would be an interesting change for starters. I looked into the field, as well as the cost of the new systems, and they were a bit out of my reach at the time. I kept looking at it as an alternative to the current land surveying career that I had been doing for around 20 years at the time.
As life goes on and things change, we ended up moving from Gillette, Wyoming, where we were currently living, back to Bismarck, North Dakota. I was looking around to see how the sandblasting business would be in the area because I was still interested in the change in career from land surveying. After a couple of job changes, as well as a bilateral hip replacement as a result of the motorcycle accident, I worked for roughly six months on a pipeline project that allowed me to save up some money to launch the business.
While still looking at the blasting business, I was able to find a few used units available to begin work. At last, after the pipeline project was done and I was on a temporary layoff (getting some much-needed time at home), I found a used system in March of 2020, right at the beginning of the COVID-19 outbreak.
What were your friends’ and family's reactions when you told them you were pursuing service, and what were their reactions when you told them about your business?
Many of my friends had already signed up for the National Guard, so my family was fully supportive of my decision to pursue the military. Along with that, everyone was also very supportive of my decision to start Blitzkrieg Blasting. I have actually done blasting for family and friends in the past, as they needed some things painted that I was able to help with.
The arrival at the barracks on the first day of basic training is something that a person will never forget. The anticipation starts the moment you get in the cattle car, which is a trailer that’s used to transport troops. Another unforgettable moment was when we got off the trailer and received the first introduction in front of the barracks. No matter who you are, you get your butt worked off for what seems like hours.
I was very nervous the first time I helped out my first paying customer. However, not too long after I got there, started getting the hose laid out and getting to work, I felt pretty relaxed. In the end, everything went great.
What made you decide to turn Blitzkrieg Blasting into a career?
In my eyes, I’m still trying to get it to the level of a full-time business for me. The COVID-19 outbreak has been a challenge for the business, just like any other business today. The economic situation brought on by the pandemic has made it very challenging for Blitzkrieg Blasting to fully take off, and is the reason that I still have a full-time job alongside Blitzkrieg Blasting.
Do you think that you would have been able to start a business without your military experience?
Probably not. I don’t think that I would have had the selfconfidence and drive to at least give it a try and pursue it.
What does a normal day on the job look like for you?
On a normal day, I’m making return calls to potential customers or going to different site locations to blast a variety of projects. To date, I’ve blasted everything from riding lawn mowers and cars, to anhydrous tanks and lawn furniture, among many other items.
How has your service experience changed your business mindset?
It has helped me perfect how I make a plan, schedule my time and how I make a split decision when it comes down to critical thinking and planning.
What skill that you learned in your military service do you use most in your business career?
I think that the ability to plan has been instrumental in Blitzkrieg Blasting’s successes.
What made you want to choose Wilton, ND to start Blitzkrieg Blasting?
With Blitzkrieg Blasting being a mobile business, I was actually able to start the business anywhere. We moved after my hip surgery because we had a camper, car trailer and a couple of vehicles that required a bit more outside area and space around our house. That’s how we ended up settling down in Wilton.
What was the hardest challenge for you when opening Blitzkrieg Blasting?
My hardest challenge would probably be just recently. I have been having trouble getting my air compressor repaired for the business. The shop has been working with the manufacturer and they are having a difficult time diagnosing the issue. With that being said, the cost of the repair bill is going to be the hardest challenge since starting for the business.
What does being a veteran symbolize to you?
To me, three of the biggest characteristics that symbolize being a veteran are someone who’s hard-working, dependable and honest not only in their field, but also anything that they set their mind to.
Blitzkrieg Blasting, LLC’s Specialities
• Paint Removal • Surface Preparation • Blast Cleaning • Stone and Concrete Etching • Graffiti Removal • And Much More!
Many veterans struggle with finding a sense of purpose when reintegrating into the civilian world. How can getting involved in the business community help with that reintegration process?
Being able to run your own business gives you a personal sense of accomplishment. My business may not be to the level of a full-time job yet, but when I get a blasting job done and the metal is there all clean and ready for coating, I feel good about what I do.
What words of encouragement do you have for a fellow veteran nervous about taking the plunge into entrepreneurship—or maybe a veteran who started a business and is struggling?
The only way to know whether or not you can succeed is to start. You’ll never know how it would turn out if you don’t do it. If you can, pursue it as a side job to begin, if possible, while working a regular job. This is what I currently do and it’s a great way to pursue it but not rely on a lot of unknowns. But if you don’t start, you will always be asking yourself if you could have, or what would have happened if you did take that leap.
Support Blitzkrieg Blasting Today
423 Mclean Ave, Wilton, ND 58579
701-400-2258
blitzkriegblasting@gmail.com
blitzkriegblasting.wixsite.com/ blitzkriegblasting
Photo provided by Jim Letzring
