824: Kaitlyn Wolfe: Rapidly Scaling a Successful Design-Build Business
11/08/22 • 62 min
1 Listener
Today With Kaitlyn Wolfe:
Welcome to A Well-Designed Business! Today we have on Kaitlyn Wolfe, founder, general contractor, and principal designer at Iconic by Kaitlyn Wolfe, a Scottsdale, Arizona-based design-build firm that Kaitlyn has grown from the ground up.
Kaitlyn gives us a peek behind the curtain, speaking to what the past few years have been like for her business—one that started as a solo side hustle and has quickly grown to an award-winning firm with more than 15 employees. She shares how she strategized on the fly, but also how she has thoughtfully grown her team with intention and implemented organizational systems along the way.
Pick It Apart
[4:30] Kaitlyn shares how she fell in love with construction by working with interior designers, architects, and general contractors, all of which gave her well-rounded knowledge of the industry.
[12:51] Kaitlyn admits that things could have backfired but remained confident in herself.
[25:20] Kaitlyn shares how diversity within the team adds to each project.
[31:30] Kaitlyn explains what she has learned from growing her team.
[38:05] Kaitlyn discusses what open communication with her team looks like.
LuAnn Nigara and Kaitlyn Wolfe's Ah-Ha Moments
“...having more of the construction knowledge is super important. I think it helps you collaborate with builders more. I think it just helps you be a better designer.” – Kaitlyn Wolfe
“The reason we're changing so fast, or changing things all the time is because we're growing.” – Kaitlyn Wolfe
“I feel like I work for my team...Where can they grow? How can I provide opportunities for them? What are their goals and how can I help them get there within this company?” – Kaitlyn Wolfe
More About Kaitlyn Wolfe:
From an early age, I knew interior design was something that I absolutely loved and resonated with. In addition, my father was an electrical engineer so I was always helping with any home improvement project I could get my hands on. I was born in a small town outside of Dallas, Texas where I lived until I was 8 years old. My family picked up and moved us to London, England, where I lived until I was 11. Looking back, I think having exposure to European architecture at such a young age and traveling all over Europe, really shaped me. When we left London, we moved to a suburb of Philadelphia, Pennsylvania. I ended up staying in Pennsylvania until I decided to move to Arizona to pursue my Masters in Business Administration. I gained experience working for an interior designer and an architect, as well as a general contractor. I felt that my skills were really well-rounded and it was time to create something of my own. In 2016, I started Iconic Design+Build (although I started as KaityMac Interiors and re-branded in 2018). I worked on my own for the first few years and gained an assistant in 2019. I now have a team of 16 of us and I've really focused on cultivating the best team, the best work culture, and attracting the clients that we really feel aligned with. I pursued interior design and construction because I often noticed there was a lack of communication between the design and the build-on projects I had worked on. Getting my contractor's license allows us to execute the construction for our clients looking for a remodel or TI buildout and it allows us to communicate better with builders and architects that we partner with for custom home designs. We are a full-service luxury interior design firm as well as a general contractor, with projects ranging from residential to commercial. We design everything from residential remodels and new construction custom homes to boutique retail and hospitality spaces. We specialize in mixing styles such as Scandinavian, vintage, brutalist, industrial, minimalist, and mid-century modern spaces, all with an organic desert feeling. I want to inspire others to follow their passion and to design with intention. I pursued interior design when all odds were against me, but I knew that this was my purpose in life. When it comes to intention, I want people to see there was a reason for every single design detail and element we include in a space. We always focused on functionality for our client's, at the same time pushing them out of their comfort zones creatively. In my free time, I absolutely love vintage shopping, traveling, and visiting National Parks!
Connect with Kaitlyn Wolfe
What’s new with LuAnn Nigara
http://www.luannnigara.com/cob
Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free
Today With Kaitlyn Wolfe:
Welcome to A Well-Designed Business! Today we have on Kaitlyn Wolfe, founder, general contractor, and principal designer at Iconic by Kaitlyn Wolfe, a Scottsdale, Arizona-based design-build firm that Kaitlyn has grown from the ground up.
Kaitlyn gives us a peek behind the curtain, speaking to what the past few years have been like for her business—one that started as a solo side hustle and has quickly grown to an award-winning firm with more than 15 employees. She shares how she strategized on the fly, but also how she has thoughtfully grown her team with intention and implemented organizational systems along the way.
Pick It Apart
[4:30] Kaitlyn shares how she fell in love with construction by working with interior designers, architects, and general contractors, all of which gave her well-rounded knowledge of the industry.
[12:51] Kaitlyn admits that things could have backfired but remained confident in herself.
[25:20] Kaitlyn shares how diversity within the team adds to each project.
[31:30] Kaitlyn explains what she has learned from growing her team.
[38:05] Kaitlyn discusses what open communication with her team looks like.
LuAnn Nigara and Kaitlyn Wolfe's Ah-Ha Moments
“...having more of the construction knowledge is super important. I think it helps you collaborate with builders more. I think it just helps you be a better designer.” – Kaitlyn Wolfe
“The reason we're changing so fast, or changing things all the time is because we're growing.” – Kaitlyn Wolfe
“I feel like I work for my team...Where can they grow? How can I provide opportunities for them? What are their goals and how can I help them get there within this company?” – Kaitlyn Wolfe
More About Kaitlyn Wolfe:
From an early age, I knew interior design was something that I absolutely loved and resonated with. In addition, my father was an electrical engineer so I was always helping with any home improvement project I could get my hands on. I was born in a small town outside of Dallas, Texas where I lived until I was 8 years old. My family picked up and moved us to London, England, where I lived until I was 11. Looking back, I think having exposure to European architecture at such a young age and traveling all over Europe, really shaped me. When we left London, we moved to a suburb of Philadelphia, Pennsylvania. I ended up staying in Pennsylvania until I decided to move to Arizona to pursue my Masters in Business Administration. I gained experience working for an interior designer and an architect, as well as a general contractor. I felt that my skills were really well-rounded and it was time to create something of my own. In 2016, I started Iconic Design+Build (although I started as KaityMac Interiors and re-branded in 2018). I worked on my own for the first few years and gained an assistant in 2019. I now have a team of 16 of us and I've really focused on cultivating the best team, the best work culture, and attracting the clients that we really feel aligned with. I pursued interior design and construction because I often noticed there was a lack of communication between the design and the build-on projects I had worked on. Getting my contractor's license allows us to execute the construction for our clients looking for a remodel or TI buildout and it allows us to communicate better with builders and architects that we partner with for custom home designs. We are a full-service luxury interior design firm as well as a general contractor, with projects ranging from residential to commercial. We design everything from residential remodels and new construction custom homes to boutique retail and hospitality spaces. We specialize in mixing styles such as Scandinavian, vintage, brutalist, industrial, minimalist, and mid-century modern spaces, all with an organic desert feeling. I want to inspire others to follow their passion and to design with intention. I pursued interior design when all odds were against me, but I knew that this was my purpose in life. When it comes to intention, I want people to see there was a reason for every single design detail and element we include in a space. We always focused on functionality for our client's, at the same time pushing them out of their comfort zones creatively. In my free time, I absolutely love vintage shopping, traveling, and visiting National Parks!
Connect with Kaitlyn Wolfe
What’s new with LuAnn Nigara
http://www.luannnigara.com/cob
Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free
Previous Episode
823: Power Talk Friday: Duke Renders: A Case Study For a Successful Business Plan
Today With Fernando Duque:
Welcome to A Well-Designed Business, it’s Power Talk Friday! Today’s episode is sponsored by Duke Renders. They are a 3D Render studio based in beautiful Tulum, Mexico, and specialize in Interior Design and Architectural photorealistic imaging.
Fernando Duque is here today to talk about how they have built Duke Renders in 2 years to over 100 employees and more than 500 interior design accounts. Make sure to grab your pen and paper!
LuAnn Nigara and Fernando Duque's Ah-Ha Moments
"We were very clear that we needed to get in place a good management team in order to get where we wanted to go." - Fernando Duque.
"I think it was Tony Robbins who said that books are 10 or more years of an author's life compressed for 9.10 bucks." - Fernando Duque.
"I've mentioned Tony Robbins before, I'm a big Tony fan, and I love when he says that the secret of living is giving, I really like that phrase." - Fernando Duque.
"We are on a mission, we have a very clear mission of making this industry a better industry." - Fernando Duque.
More About Fernando Duque:
Born in Venezuela, MBA Babson College. Serial Entrepreneur, founded more than 5 companies.
I cofounded Duke Renders with my brother Enrique in March 2020 in the middle of COVID 19, since then it has been a skyrocket growth with more than 100 team members today and no outside investment.
We are a 3D Render studio based in beautiful Tulum, Mexico. We specialize in Interior Design and Architectural photorealistic imaging.
We serve busy Interior Designers with 100% Accurate Photo-Realistic 3D Renderings of their Creative Designs.
We make You and Your Clients feel Proud, Confident and Empowered at Every Single Step of the Design Process.
I live in Tulum with my wife Mina, our newborn daughter Penelope and our doggy Lulu.
Fun Facts:
- I love going to the beach at 5am and do it every day!
- Traveled the world backpacking for 2.5 years
- Loves cooking Moroccan Food for his Moroccan Wife
Connect with Fernando Duque
What’s new with LuAnn Nigara
http://www.luannnigara.com/cob
Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Purchase LuAnn’s Books Here:
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
Connect with LuAnn Nigara
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
Other Shows Mentioned:
Other Resources Mentioned:
A Big Thank You to Today's Sponsor:
Thank you to Duke Renders for sponsoring this show!
Next Episode
825: Power Talk Friday: Cheryl Clendenon: The Design Paradigm - Creating a Strong Framework For Your Interior Design Business
Today’s Show is Sponsored by the “The Design Paradigm”:
Welcome to A Well-Designed Business. For today’s sponsored show, I’m joined by Cheryl Clendenon of In Detail Interiors. Cheryl has been coaching other designers to success since 2017. Now, she’s launching a program called The Design Paradigm to give business owners everywhere a strong, solid framework for a thriving business. Today, she’s sharing how to lay the foundation for your business to grow, succeed, and thrive.
Pick It Apart
[2:38] Cheryl discusses the places she sees most designers struggling today.
[13:20] Cheryl and LuAnn discuss why having an established process matters so much.
[16:58] Cheryl talks about the importance of weaving marketing into every phase of your business.
[20:22] Cheryl shares how defining your product opens the doors for your business.
[36:22] Cheryl breaks down the details of the Design Paradigm and how it can help your business.
LuAnn Nigara and Cheryl Clendenon's Ah-Ha Moments
“I think that sometimes in the excitement of these new programs or new approaches, we forget that we need to sell the creative vision and not the independent parts and pieces that make up the creative vision.” -Cheryl
“There’s a crisis in confidence in how to charge and how to determine fees—that’s a direct result of not understanding your product and the benefits you bring to the project.” -LuAnn
More About Cheryl Clendenon:
Cheryl is casual and funny about many things but serious about business and marketing.
22 years of full-time, non-stop running a successful business -with a team for 21 of those 22 years. Prior to that, she was the sales and marketing manager for 2 Gannett-owned radio stations where she learned at the feet of some of the best sales trainers in the country.
She was promoted to be the youngest manager in the company at the time and the youngest to be awarded salesperson of the year.
She will tell you sales, marketing, and running a small business are as much of a passion for her as design.
A well-known writer in the industry for several years and honored to be the 2021 Person of the Year from KBB Magazine. Her firm employs 9 people, has a retail boutique showroom, e-commerce, Candle Studio, and has been coaching since 2017.
Her approach is from a creative stance always- and is unapologetic about often saying what others think.
Her ideas and insights in running a business and then-- promoting it-- work for those who commit to leading, want to put the work in, are not afraid to go against conventions, and are passionate about growth in some way or another.
Liz brings a different dynamic to the party by being the VP of Everything at the firm and an accomplished designer in her own right. She and Cheryl are the yin and yang of the company.
Connect with Cheryl Clendenon
Other Shows Mentioned:
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/a-well-designed-business-interior-design-business-podcast-43833/824-kaitlyn-wolfe-rapidly-scaling-a-successful-design-build-business-24744477"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to 824: kaitlyn wolfe: rapidly scaling a successful design-build business on goodpods" style="width: 225px" /> </a>
Copy