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Toolbox for the Trades Culture

A $48 Million Mission to Make the Garage Door Industry Sexy

⏱️ 31:29 🎀 Jackie Aubel, Carrie Kelsh
AUDIO EPISODE
A $48 Million Mission to Make the Garage Door Industry Sexy
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Chapters

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  • 0:00
    Introduction to Carrie Kelsh
    Host Jackie Aubel introduces Carrie Kelsh, CEO of A+ Garage Doors, and outlines the episode's discussion points, including business growth and industry rebranding.
  • 0:28
    Decompressing After Work
    Carrie shares her preferred way to unwind after a busy day, which involves spending time with her husband and playing board games like Catan.
  • 4:46
    Entry into the Trades
    Carrie recounts her unconventional entry into the garage door industry, transitioning from a mortgage broker to building a business for her children's future employment.
  • 8:27
    A+ Garage Door's Growth
    Carrie details the impressive growth of A+ Garage Door, reaching $48 million in revenue, and attributes much of this success to her team and strategic initiatives.
  • 10:21
    Gamifying Revenue Goals
    Carrie explains how she incentivized her team by gamifying revenue goals, giving everyone a bonus based on revenue, leading to significant growth and engagement.
  • 15:45
    Overcoming Self-Doubt
    Carrie discusses her initial belief that women couldn't succeed in the garage door industry and how her CFO helped her embrace her role as a female business owner.
  • 28:23
    Embracing Discomfort for Growth
    Carrie shares her philosophy on growth, emphasizing the importance of stepping outside one's comfort zone and embracing imposter syndrome as a sign of progress.
  • 34:51
    Making the Industry 'Sexy'
    Carrie elaborates on her mission to professionalize and improve the perception of the garage door industry, transforming it into an attractive career path.
  • 41:27
    Private Equity Partnerships
    Carrie discusses her experience partnering with private equity, highlighting what she looks for in a good partnership and how Gild Garage Group aligns with her values.
  • 50:09
    Family in Business
    Carrie shares her insights on integrating family into her business, including the challenges and rules necessary to maintain both professional and personal relationships.

Speakers

J
Jackie Aubel
Host
C
Carrie Kelsh
CEO and founder of A+ Garage Doors

Key Takeaways

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Implement gamified goals, like ringing a bell for every million dollars in revenue and offering bonuses tied to company-wide revenue, to foster team unity and drive financial growth.

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Challenge limiting beliefs about your industry or your role within it; seek external perspectives (like a CFO's data-driven insights) to understand your true value and potential.

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Embrace discomfort and imposter syndrome as signs of growth; consistently push yourself and your team to take on new challenges to expand capabilities and confidence.

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Invest in professionalizing your company culture and operations; setting a high standard can inspire other businesses and attract talent, elevating the entire industry.

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When considering private equity, prioritize partners who value relationships, humility, and listen to existing leadership, ensuring cultural alignment and mutual growth.

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If family works in your business, establish clear boundaries and expectations, treating them with accountability while also nurturing their individual growth and professional development.

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