Matthew Rolli, a 16-year, sign-industry veteran, operated his own shop, Adcraft Custom Signs (Hudson, WI), for eight years. At its peak, he employed 11 people. However, in the summer of 2008, he began noticing a significant drop-off in orders and timely payment. After several months of struggling to meet financial obligations, Rolli shuttered Adcraft in March 2009.
Three months later, he found a job with CD Products, a Waconia, MN-based shop that produces monument and building signage and digitally printed graphics, among other types. There, he serves as a sales rep and consultant. One mutual benefit, of his experience and CD Products’ resources, is the broadening of the company’s portfolio to include more 3-D, routed signage. Although he appreciates the lessons he learned as a business owner, he doesn’t seek a return to being his own boss.
“As an owner of my own shop, the things I enjoyed most were working with clients to see projects through to completion, exploring new solutions and possibilities, and growing new business,” Rolli said. “In my current position, I experience the same satisfaction, and my experience helps me make decisions with an eye towards profitability and efficiency. My stress level is a lot lower. My family agrees. What I miss most is the opportunities to travel and learn more about the craft through the Letterheads. I regard closing my own shop as the end of a chapter, and I’m happily moving on to new phase in my life and career.”