I recently caught up with Joe Earwicker, owner of Quickstart Computer in Bend, Oregon. Joe started his computer repair business in 2002 and has successfully grown his LLC through all six stages of the startup process. You’ll enjoy hearing Joe’s stories and secrets for running a profitable small business.
A Serial Starter
Kate:
Thanks for taking the time to talk about Quickstart Computer and dissect it a bit today. I understand you’ve been repairing computers in Bend, Oregon for over 20 years! If you can take us back to the beginning of your entrepreneurial journey, what inspired you to open a computer shop?
Joe:
Thank you for having me. Actually, I’ve always had a bent toward starting new businesses. Long before Quickstart–back in my 20s–my wife and I set up a dark room in our house to hand-develop wedding and portrait photography. It was just a side hustle while I was getting into selling cars, but to this day, we’re still getting requests for prints from those old customers!
As the car business quickly became successful, we phased out photography. I sold cars from home and then from a local lot I owned for many years. In the late nineties, we sold that business, with no real estate, no inventory–just the business–for $300k.
That was a fun time – I was in my early 40s with all my kids still at home, so we took time to travel, gave a lot to our church, and I had time to think through our next season.
In 2002, I looked around and could see an opportunity in technology. Selling is my skillset, so I figured whatever people have a demand for, I’ll be able to sell them the answer to their problem.
Kate:
Oh wow, so twenty years in selling computers is just the most recent venture! You’ve been at this for forty-plus!
Joe:
Yeah, and I didn’t even mention selling auto parts at my dad’s shop before all that. It’s been a wild ride with plenty of ups and downs, but I’ve always had a passion for learning new things and turning them into profit.
In the Beginning
Kate:
When pivoting from cars to computers, what were some initial challenges to starting something new, and how did you overcome them?
Joe:
Cash flow is always the initial challenge when starting something new. We’ve never had outside investors when starting a business. To generate more cash, we’d work our side hustles to adjust the dials.
In the early days at Quickstart, I would pick up and deliver computers since I didn’t have a proper location to have customers in. When we grew a little and could see the potential to scale, I rented a small space for a storefront. Within five years, we had grown to a staff of eight, including a business partner.
Kate:
That’s amazing. What kind of marketing did you leverage to launch Quickstart Computer? And what kind of marketing do you do now?
Joe:
I started with flyers and word of mouth, monthly yellow page ads (remember the Yellow Pages?!), and lots of local newspaper ads. Once the internet was a viable way to advertise, I invested in online advertising.
Nowadays, I rely heavily on social media and online reviews to attract new customers. I contract with Sure Marketing to keep the website updated, email our customers regularly, and run promotions.
Changing Technologies
Kate:
Technology has changed a lot since 2002. Nokia was the primary cell phone, MySpace was the biggest social media platform, tablets were just being invented, and Blockbuster had way more than the one store you guys still have in Bend! How has changing technology impacted your computer repair business over the years?
Joe:
The changing technology has definitely impacted our business over the years. We’ve had to adapt to new software, hardware, and especially security threats. When tablets were becoming popular, we even wondered if we’d still have a market to repair computers anymore. But with a small store, I’ve been able to pivot pretty quickly as technology changes.
Kate:
You’re now in your 60s, getting close to retirement. How have you been able to stay ahead of your peers on digital trends? And has this contributed to your ability to help your generation (and those on both sides of you) with their tech issues?
Joe:
I’ve stayed ahead of my peers by learning from the technicians we hired, reading a lot, and ultimately through hands-on experience over twenty years. But I’ve always had a keen interest in all things electronic. I continue to test and personally use the current devices, whether it’s Windows, Apple, Linux computers, or Apple & Android phones and tablets.
I’m an early adopter and also enjoy trade-ins, so I get to fiddle with all kinds of stuff that customers bring through the store. And yes, being able to help people of all ages with their tech issues has been a source of pride for me.
Overcoming Challenges
Kate:
What are some of the biggest challenges you’ve faced while running your business? (financial or otherwise)
Joe:
The biggest challenge we’ve faced over the years was probably the 2008 recession. It hit us hard, and we had to make some tough decisions to stay afloat. But we weathered the storm, and I learned a lot about financial management during that time.
Kate:
How has the COVID-19 pandemic changed how you do business today?
Joe:
The pandemic has certainly changed how we do business today. Initially, we had to implement new safety protocols, and we moved to an appointment-only model that I actually prefer to drop-ins. But we were able to adapt quickly and continue serving our customers throughout the pandemic. I think I’m better positioned afterward.
Profitability
Kate:
Give me a ballpark on Quickstart’s profitability.
Joe:
We’ve been consistently profitable over the years. It’s always a question as to how profitable, but I’ll bring in six figures in pre-tax profit each year.
Kate:
You’ve told me previously you used to have a whole team but now you prefer to work solo. Is that part of your profitability strategy?
Joe:
Exactly. As a solopreneur now, I’ve been able to keep my costs low and focus on the most profitable services I offer. People need knowledge-based help, and after all these years I’m able to help them effectively and profitably. The season with my growing team was a lot more stressful than what’s happening now. I’m making more with my small operation, and just about every week I look around and just feel blessed to be able to keep this going so well.
Lessons Learned
Kate:
Looking back, what would you have done differently in building and running Quickstart Computer?
Joe:
That’s a hard one. Sometimes I wish I wouldn’t try to build a mid-size small business, with all the headaches and challenges. But then I remember so many of the lessons learned then have helped me be as successful as I am today. So, I guess maybe just practicing better financial management, before I was forced to in the 2008 crash.
Kate:
I like that you don’t regret all the hard stuff and can see how it’s made you more successful! So, what advice would you give someone who wants to start their own business today?
Joe:
Stay focused on your vision, but also be willing to adapt and pivot as needed. Surround yourself with a strong support system and never stop learning. And most importantly, be passionate about what you do, because that will keep you going even during the tough times. Be encouraged, there are many business ventures out there that do not take a lot of capital to get started. But don’t quit your current job until the next thing is working for you.
Kate:
You’ve got a lot to teach up-and-coming entrepreneurs, not just how to keep up with the times, but how to stick with something until it produces what you envisioned for it. I appreciate your time and advice, and know that our readers will benefit from this great counsel!
Joe:
It’s been a pleasure!
In conclusion, we would like to extend our gratitude to Joe for taking the time to share his insights and experience with us. It’s truly inspiring to hear about the journey of a serial solopreneur who has successfully built and run a business for over twenty years. From the challenges faced in the beginning to the strategies employed to ensure continued profitability, the lessons shared will be valuable to anyone who is considering starting their own business or looking to take their existing venture to the next level.
To learn more about Joe Earwicker or to check out his work at Quickstart Computer, visit www.quickstartcomputer.com.
