#5 – Before the Launch: Planning a Smart Business Expansion (Lessons from a cabinet maker exploring a new market.) | Over the Bull®
So you want to expand your business or you have a new idea, but you don’t know exactly how to go about it. There are so many choices and so many options. Oftentimes, getting things started is a very different…
So you want to expand your business or you have a new idea, but you don’t know exactly how to go about it. There are so many choices and so many options. Oftentimes, getting things started is a very different challenge compared to maintaining momentum for something that already has traction. In this episode, we explore a real-world scenario with a long-time client—a cabinet maker with over a decade of experience—who wants to branch out into custom storage solutions. From pantries to mudrooms, his vis…
Our client owns a large building off an interstate with prominent signage reading “Custom Cabinets,” which has effectively attracted customers for years. He also benefits from a strong online presence, with SEO and Google Business optimizations contributing to steady leads. However, he’s now looking to lease additional space next door and wonders how to market this new offering. He brought several questions to the table: Should the storage line have its own website? Should he adjust the signage to …
Balancing Price Points and Customer Perception
What makes this case unique is the price differential between his cabinet work and the proposed storage offerings. Custom cabinets come at a premium—they’re handcrafted to the inch, built with high-end materials, and installed with precision. The storage solutions, while still custom and well-made, are inherently less expensive. Our client feared that combining the two offerings on one site might dilute his high-end image and confuse potential customers. After all, would someone shopping for luxury c…
This isn’t just a branding problem—it’s a strategic decision that could affect customer acquisition, conversion rates, and ultimately, the bottom line. The reality is that people often judge a company by its digital storefront. Mismatched offerings, unclear messaging, or perceived inconsistencies can erode trust. On the other hand, maintaining two separate sites creates more complexity, costs, and potential duplication of effort. The key is understanding how his audience shops and what message the br…
From a digital perspective, we discussed redirect strategies, such as using a 301 redirect from a secondary domain to a dedicated section on the main website. This maintains brand cohesion while allowing marketing efforts to segment the audience based on interest—those seeking cabinets can navigate the core content, while storage leads can go directly to a niche landing page. It also preserves any residual traffic or marketing equity associated with the original storage-focused domain.
Choosing Between a Microsite or Unified Strategy
There’s no one-size-fits-all solution, and our client’s input was essential. He understands his market well and knows his clients expect quality and attention to detail. That’s why we proposed two pathways. Option one: merge both offerings under one domain but carefully segment the messaging. Use the homepage and main nav to guide users to their area of interest. Highlight the craftsmanship and customization common to both services, while keeping pricing and positioning distinct. Option two: build o…
Ultimately, we leaned toward combining them. The benefits of shared trust, SEO strength, and streamlined management outweighed the risks. Paid advertising would drive storage-specific traffic directly to a landing page. We’d monitor performance, and if needed, pivot to a standalone site later. We also reviewed sign strategy. The word “storage” can be ambiguous—many associate it with storage units rather than home organization. So we discussed more descriptive terms like “Custom Closets & Pantries” t…
Marketing strategy is never static. It’s about launching, testing, learning, and iterating. This client was ready to grow and needed clarity, not just on digital tools, but on how customers experience his brand across physical and digital touchpoints. From paid ads and SEO to Google Business and signage, every detail matters. Our job is to provide perspective, not dictate a one-size-fits-all template. And for this client, the path forward was a combination of focused messaging, lean testing, and strategic direction.
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#5 – Before the Launch: Planning a Smart Business Expansion (Lessons from a cabinet maker exploring a new market.) | Over the Bull®
So you want to expand your business or you have a new idea, but you don’t know exactly how to go about it. There are so many choices and so many options. Oftentimes, getting things started is a very different challenge compared to maintaining momentum for something that already has traction. In this episode, we…
So you want to expand your business or you have a new idea, but you don’t know exactly how to go about it. There are so many choices and so many options. Oftentimes, getting things started is a very different challenge compared to maintaining momentum for something that already has traction. In this episode, we explore a real-world scenario with a long-time client—a cabinet maker with over a decade of experience—who wants to branch out into custom storage solutions. From pantries to mudrooms, his vis…
Our client owns a large building off an interstate with prominent signage reading “Custom Cabinets,” which has effectively attracted customers for years. He also benefits from a strong online presence, with SEO and Google Business optimizations contributing to steady leads. However, he’s now looking to lease additional space next door and wonders how to market this new offering. He brought several questions to the table: Should the storage line have its own website? Should he adjust the signage to …
Balancing Price Points and Customer Perception
What makes this case unique is the price differential between his cabinet work and the proposed storage offerings. Custom cabinets come at a premium—they’re handcrafted to the inch, built with high-end materials, and installed with precision. The storage solutions, while still custom and well-made, are inherently less expensive. Our client feared that combining the two offerings on one site might dilute his high-end image and confuse potential customers. After all, would someone shopping for luxury c…
This isn’t just a branding problem—it’s a strategic decision that could affect customer acquisition, conversion rates, and ultimately, the bottom line. The reality is that people often judge a company by its digital storefront. Mismatched offerings, unclear messaging, or perceived inconsistencies can erode trust. On the other hand, maintaining two separate sites creates more complexity, costs, and potential duplication of effort. The key is understanding how his audience shops and what message the br…
From a digital perspective, we discussed redirect strategies, such as using a 301 redirect from a secondary domain to a dedicated section on the main website. This maintains brand cohesion while allowing marketing efforts to segment the audience based on interest—those seeking cabinets can navigate the core content, while storage leads can go directly to a niche landing page. It also preserves any residual traffic or marketing equity associated with the original storage-focused domain.
Choosing Between a Microsite or Unified Strategy
There’s no one-size-fits-all solution, and our client’s input was essential. He understands his market well and knows his clients expect quality and attention to detail. That’s why we proposed two pathways. Option one: merge both offerings under one domain but carefully segment the messaging. Use the homepage and main nav to guide users to their area of interest. Highlight the craftsmanship and customization common to both services, while keeping pricing and positioning distinct. Option two: build o…
Ultimately, we leaned toward combining them. The benefits of shared trust, SEO strength, and streamlined management outweighed the risks. Paid advertising would drive storage-specific traffic directly to a landing page. We’d monitor performance, and if needed, pivot to a standalone site later. We also reviewed sign strategy. The word “storage” can be ambiguous—many associate it with storage units rather than home organization. So we discussed more descriptive terms like “Custom Closets & Pantries” t…
Marketing strategy is never static. It’s about launching, testing, learning, and iterating. This client was ready to grow and needed clarity, not just on digital tools, but on how customers experience his brand across physical and digital touchpoints. From paid ads and SEO to Google Business and signage, every detail matters. Our job is to provide perspective, not dictate a one-size-fits-all template. And for this client, the path forward was a combination of focused messaging, lean testing, and strategic direction.