MIDWEST UNLIMITED
SMALL business JIM KRUPICKA, OWNER, MIDWEST UNLIMITED
75 Years in Contractor Supply
MIDWEST UNLIMITED CREDITS EFFICIENCIES FOR LONGEVITY Marking its 75th year, Midwest Unlimited, a family-owned Lincoln-based small equipment supply shop, has grown into a global distributor of contracting equipment and supplies, rigging, fall protection and safety equipment, tools, hardware, and workwear. Owner Jim Krupicka, an employee who bought the firm in 1999, credits its longevity to taking the time to understand customer needs and explaining the many products and solutions available. “What we’ve built this business around is tower (cell) erectors, linemen, contractors, arborists, and rigging, general sporting professionals with fall protection, rigging and tower safety equipment and protective workwear,” Krupicka said. The 15-employee firm, headquartered in 20,000 square feet at 1750 West O St. in Lincoln, earns about half its annual revenues from the sale and leasing of fall protection equipment.
Investing in Tech Midwest Unlimited took an important growth step in 1992 by affiliating itself as a distributor of personal fall protection equipment from Alabama-based Elk River. “Back in the ‘90s, as we grew, our customers ranged from
Lincoln area roofers to bridge contractors,” Krupicka said. Since then, Midwest Unlimited has invested heavily in the technology that enables it to sell or lease equipment to customers from throughout the U.S., the Caribbean, Mexico, and beyond. That geographic market expansion is also augmented by the annual production of a 200-page product catalog with a press run of about 20,000 copies. Krupicka, a native of Wilbur, said Midwest Unlimited was on track for profitability in the early ‘90s as a three-employee firm in a 5,000-square-foot building when the decision was made to invest in the emerging online technology. “Eventually the implementation of software enabled us to sell beyond the local roofer and contractor,” he said. “Eventually we were selling to customers all over the world.” By managing sales in-house, including accounts payable, Krupicka found the technology could be used to get to know the newest customers and for Lincoln-based personnel to use weekly calls to foster growing relationships. However, he said Midwest Unlimited has also harnessed technology to improve its operations day-to-day.
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