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EXPERIENCE 198 | Creating a Vibrant Business from an Innovative Product in Hibernation - Ryan Reed-Baum with TruLog, Maintenance Free Steel Siding
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My conversation today was with Ryan Reed-Baum, CEO and Owner of TruLog, a company founded by his father, Ted, but that Ryan basically re-launched years later. To set the stage, we need to add some context.
In the mid-80’s, Ted worked for Knudson Manufacturing, building and servicing gutter and steel siding manufacturing machines. By the mid-90’s, he’d started his own business (R & B Home Improvement) doing every kind of siding, additions and remodels, and also building log homes from scratch. Logs look great - but they’re a pain-in-the-butt to maintain, and very expensive to build with. So - Ted invented and patented a technique to create roll-steel log-look siding, and installed the product on several local projects while Ryan was studying business and marketing at CSU. By 2011 however, the product had not caught traction, and TruLog was effectively hibernating - it was too complicated for lumberyards and home improvement stores to carry with sufficient margin, and the home improvement business carried on.
Enter Ryan in 2012, when he invested $16,000 of his own money for a direct-to-consumer marketing campaign on Facebook, and sold a project for delivery to New Mexico - and executed every step of the customer journey! Custom fit, box-shipped with instructions, log-look siding, to cover up or replace your lap siding or finish your new construction project with a fire resistant and maintenance-free finish.
Growth was rapid from there, 10x for 2013 and well into 8 figure revenues today. Still a family business, and still built on the values they had from the start: High quality products, honesty, hard work, customer service, and family.
Quite a journey, and quite a guy, and I’m proud to introduce our listeners to Ryan Reed-Baum and TruLog, the best natural look metal siding on the market - built right here in Northern Colorado, brought out of hibernation and grown by innovative marketing and customer service.
The LoCo Experience Podcast is sponsored by: Logistics Co-op | https://logisticscoop.com/
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