Junior Cole Service-Benzing stumbled upon a business idea last summer that is proving to be extremely successful.
Benzing’s grandfather started a business about three years ago creating wooden templates for electric guitars, sending them off to companies like Gibson and Fender. Benzing helped his grandfather with the marketing aspect of the business.
“I noticed that there was a lot of scrap because he just doesn’t use all of it and the standards are pretty high for these templates,” Benzing explained. “I was looking online and stumbled upon these cutting boards. It’s easy to do, and I can use the scraps to do it.”
Professor of Marketing Susan King became familiar with Benzing’s idea after he took the ‘How to Start and Manage a Small Business’ seminar last semester.
“Due to the extreme scrutiny in the selection of wood used to produce the guitar bodies, significant amounts of wood are not used,” King explained. “In an effort to re-purpose this wood, Cole began using it in the production of the boards. By manufacturing green, handmade, and organic products, this product has the ability to appeal to a specific, growing target market.”
Benzing, a finance major, decided to start a company of his own selling recycled, all-natural, organic, handmade cutting boards almost on a whim. With the time and resources at his disposal for very little cost, he took a “why not” attitude and went for it.
“We have two cornerstone principles: a commitment to being unique and a dedication to providing value to our customers,” Benzing’s website explains. “We believe uniqueness cultivates a culture that promotes progress and diversity. That’s why every board is hand-stamped and individually numbered.”
The unique nature of the boards is evident in each one produced.
“The artistry of the boards is what appealed to me personally,” King said. “The fact that he uses food-grade mineral oil and natural, organic beeswax to finish the boards adds to its charm. Due to the unique nature of this product, I have encouraged Cole to seriously consider expanding this business following graduation.”
Benzing has sold approximately 300 blocks through word of mouth and placement in local boutiques. Sass in Adrian, MI, the first store to sell his blocks, features only Michigan-made goods. Benzing said placement in the store increased the knowledge in his community about his business and sparked support for his product.
“The community has been very receptive, very helpful,” Benzing said. “They offer a lot of feedback.”
When Benzing returned to school after winter break, he began focusing more on the marketing aspect of the business.
“Over Christmas break, I kind of hit a stand still,” Benzing explained. “But ever since I’ve been back at Hillsdale, I’ve started a website, I’m on Instagram and Facebook now, and I’ve partnered with my grandpa and my mom.”
He has also taken himself out of the production aspect of the business, his grandfather and mother taking over those operations. Benzing was happy to be out of the dust-filled workshop.
Looking forward, Benzing doesn’t expect to continue intense work with the business after he graduates. He is passing the reigns to his grandfather and mother to do with the business what they want.
The team is currently looking to expand production and get placement in bigger-named stores like Williams-Sonoma and Field and Stream. They need to work out details of production and supply before they get into a bigger market.
“It’s kind of hard to keep up with demand because there’s not very many of us working on it,” Benzing said. “Right now, they’re trying to build up and inventory, create some connections with different stores, and see if they can keep up with demand.”
Overall, Benzing is very satisfied with how things have worked out. Initially looking to make a little extra money on the side to help defray miscellaneous college costs, Benzing has created a viable business that has great potential.
“I had the resources; I had the time during the summer,” Benzing said. “I’ve been pouring a lot more time into it, and it’s been really rewarding. I wanted to do something on my own. I don’t have anything to lose. For the amount of work I’ve put into it, it’s been very successful. I’d say there’s a lot more room for growth.”
