A rapid-fire interview series featuring small business owners, investors and service providers. We dig into different industries, business models, and SMB topics. Hosted by Will Fry, founder of Mainshares. <br/><br/><a href="https://smb15.substack.com?utm_medium=podcast">smb15.substack.com</a>
Podcast Overview
A rapid-fire interview series featuring small business owners, investors and service providers. We dig into different industries, business models, and SMB topics. Hosted by Will Fry, founder of Mainshares. <br/><br/><a href="https://smb15.substack.com?utm_medium=podcast">smb15.substack.com</a>
Language
🇺🇲
Publishing Since
2/18/2025
1 verified contact email on file for SMB15
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Recent Episodes
October 22, 2025
Buying a 60-Year-Old Swiss Bakery with Dane Sawyer, Owner of Roland’s Swiss Pastry & Bakery
<p>Listen now on <a target="_blank" href="https://open.spotify.com/show/2N1glEn5ZLCNPkG5iuNjRx?si=e4ccbcd77e0f4e2c">Spotify</a> or <a target="_blank" href="https://youtu.be/lo9g7YsrGAc?si=I-NAnldO2WmHvSgB">YouTube</a>.</p><p>When Dane Sawyer came across Roland Swiss Pastry & Bakery, he wasn’t looking to buy a food business. In fact, he told every broker he wanted nothing to do with food.</p><p>But Roland wasn’t just any bakery. It was a 60-year Houston institution founded by a Swiss craftsman in the 1960s, someone who once rented a pizza shop’s oven at night to bake gingerbread houses because it was the only one he could find.</p><p>Today, Dane is the third-generation owner, running a 95% wholesale, 5% retail operation that supplies pastries and desserts to hotels, convention centers, stadiums, and coffee shops across the city.</p><p>In this episode, Dane shares how he stepped into a business with decades of history, why the bakery’s danishes “can’t be copied,” and what it really takes to keep an artisanal operation running day and night.</p><p>We talk about the challenges of managing inventory and labor in a 24-hour kitchen, how standing orders and smart pricing stabilized the business, and why owning a bakery is one of the hardest, but most rewarding, ways to build something that lasts.</p><p><strong>Key Takeaways</strong></p><p>* <strong>Artisanal moat:</strong> Unique, documented recipes + a veteran team (20–25+ year tenures) make the product hard to replicate.</p><p>* <strong>Wholesale first:</strong> ~95% wholesale / 5% retail; hotels, convention centers, and stadiums drive predictable volume.</p><p>* <strong>Operational rhythm:</strong> Offset shifts keep six stacked ovens humming; early crew starts ~2:00 a.m. for coffee shop runs.</p><p>* <strong>Volume at a glance:</strong> ~50 dozen jumbo muffins/day, ~100 dozen danishes/day, ~20 sheet cakes/day, plus handheld desserts.</p><p>* <strong>Inventory strategy:</strong> Standing orders (with a 15% discount) create baseline demand; extra buffer handles last-minute hotel spikes.</p><p>* <strong>Pricing to market:</strong> Benchmarking against broadline distributors and on-route intel unlocked price resets without churn.</p><p>* <strong>Distribution control:</strong> In-house delivery preserves freshness and quality control, harder, but part of the brand.</p><p>* <strong>Cost focus:</strong> COGS, labor scheduling, route optimization, and van maintenance are the weekly KPIs that matter.</p><p>* <strong>Owner reality:</strong> Bakeries aren’t “mailbox money”, expect time intensity, but also addictive fulfillment.</p><p>* <strong>Process over playbooks:</strong> No EOS; Dane leans on his Lean Six Sigma background to build living SOPs as issues arise.</p><p><strong>Where to find Dane Sawyer and Roland’s Swiss Pastry & Bakery:</strong></p><p>* Linkedin: <a target="_blank" href="https://www.linkedin.com/in/dane-sawyer-muffin-man-86babb1ab/">https://www.linkedin.com/in/dane-sawyer-muffin-man-86babb1ab/</a></p><p>* Website: <a target="_blank" href="https://www.rolandsswissbakery.com/">https://www.rolandsswissbakery.com/</a></p><p><strong>In this interview, we discuss:</strong></p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc">00:00</a> Origin Story of Roland’s Swiss Bakery</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=113s">1:53</a> What Makes Swiss & European Pastries Unique</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=210s">3:30</a> Why Buy a Bakery</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=304s">5:04</a> How Wholesale Became 95% of Revenue</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=421s">7:01</a> Supplying Houston’s Stadiums & Hotels</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=503s">8:23</a> A Day in the Life at the Bakery</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=604s">10:04</a> Production Volume & Operations</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=756s">12:36</a> Managing Costs & Delivery Logistics</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=846s">14:06</a> Building Culture with a Longtime Team</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=1036s">17:16</a> Optimizing Inventory & Standing Orders</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=lo9g7YsrGAc&t=1193s">19:53</a> Lessons from Owning a Bakery</p> <br/><br/>This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://smb15.substack.com?utm_medium=podcast&utm_campaign=CTA_1">smb15.substack.com</a>
October 8, 2025
From Backyard Installs to Scalable Lawn Care: How Nick Thompson Built Grounded Lawn
<p>Listen now on <a target="_blank" href="https://open.spotify.com/show/2N1glEn5ZLCNPkG5iuNjRx?si=e4ccbcd77e0f4e2c">Spotify</a> or <a target="_blank" href="https://youtu.be/JMi96-TZcKM">YouTube</a>.</p><p>When Nick Thompson launched Grounded Lawn, it started as a side hustle doing backyard installs, sod, rock, and hardscape projects for new Colorado homes. By 2021, he realized there was a bigger opportunity. Recurring maintenance wasn’t just steadier income; it was a more sellable business model.</p><p>In this episode, Nick shares how he turned Grounded into a profitable, scalable operation without relying on paid marketing or debt, while keeping a six-person team working year-round. </p><p>We talk about the realities of cash flow in a seasonal business, how reputation can grow through simple Google reviews, and why Nick believes buying a business is often easier than building one from scratch.</p><p><strong>Key Takeaways</strong></p><p>* <strong>From installs to maintenance:</strong> Grounded started with project-based installs (median $20K–$30K jobs) before shifting to recurring lawn care for predictable revenue.</p><p>* <strong>Recurring revenue wins:</strong> Weekly mowing (27–30 visits per client per year) turned one-off projects into year-round contracts.</p><p>* <strong>Smart seasonality management:</strong> Winter months are filled with installs and snow removal, keeping W2 employees fully staffed year-round.</p><p>* <strong>Route density = profitability:</strong> Each worker runs solo routes, covering 2–3 properties per hour, maximizing efficiency and reducing payroll bloat.</p><p>* <strong>Tech + transparency:</strong> Using Lawn Buddy for routing, tracking, and customer communication helped streamline ops without marketing spend.</p><p>* <strong>Culture of servitude:</strong> Grounded’s three values, Responsibility, Quality, Servitude, drive how they operate and win referrals.</p><p>* <strong>Selling the business:</strong> Nick’s now preparing for an exit. His main lesson: zero to one is hardest—and buying an existing “engine” can be smarter than building one.</p><p><strong>Where to find Nick Thompson and Grounded Lawn:</strong></p><p>* Linkedin: <a target="_blank" href="https://www.linkedin.com/in/nick-thompson-b6915587/">https://www.linkedin.com/in/nick-thompson-b6915587/</a></p><p>* Website: <a target="_blank" href="https://www.groundedlawn.com/">https://www.groundedlawn.com/</a></p><p><strong>In this interview, we discuss:</strong></p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM">00:00</a> From backyard installs to Colorado lawns</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=45s">00:45</a> Landscaping vs. hardscaping 101</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=80s">1:20</a> Learning installs from his dad’s DIY projects</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=125s">2:05</a> Targeting new builds during the COVID boom</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=180s">3:00</a> Job sizes: $3K to $75K, most in the $20Ks</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=220s">3:40</a> Why recurring maintenance beat one-off projects</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=265s">4:25</a> Keeping six W-2 employees through winter</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=305s">5:05</a> Snow removal as the off-season bridge</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=360s">6:00</a> Over-communicating with customers</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=405s">6:45</a> The 2021 pivot to recurring revenue</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=450s">7:30</a> Route density: solo crews > teams</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=495s">8:15</a> How Lawn Buddy powers daily ops</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=540s">9:00</a> Splitting commercial vs. residential routes</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=580s">9:40</a> Smarter gear: ramp racks, standers, no trailers</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=630s">10:30</a> Lessons from late-night R&D</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=680s">11:20</a> Grounded’s three values: responsibility, quality, servitude</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=720s">12:00</a> Growth without marketing—just Google reviews</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=765s">12:45</a> Nick’s role today: payroll and check-signing</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=810s">13:30</a> Preparing Grounded for sale</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=855s">14:15</a> “Buying is easier than building”</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=900s">15:00</a> How to know if you’re wired to build</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=JMi96-TZcKM&t=945s">15:45</a> Final lessons on leadership and honesty</p> <br/><br/>This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://smb15.substack.com?utm_medium=podcast&utm_campaign=CTA_1">smb15.substack.com</a>
October 1, 2025
Giving Fire Trucks a Second Life with Brian Reyburn, Owner of Firetrucks Unlimited
<p>Listen now on <a target="_blank" href="https://open.spotify.com/show/2N1glEn5ZLCNPkG5iuNjRx?si=e4ccbcd77e0f4e2c">Spotify</a> or <a target="_blank" href="https://youtu.be/8NZSOkzaOH8?si=Ripo1zkY8F-DFgDw">YouTube</a>.</p><p>When Brian Reyburn’s father left the Air Force fire service to start a landscaping company, no one could have predicted it would lead to refurbishing fire trucks for the U.S. military and fire departments across the country.</p><p>In this episode of SMB15, Brian shares the 20-year journey of building Fire Trucks Unlimited, from a “dumb idea” combining old landscaping mechanics and fire service connections into a thriving 50+ person operation.</p><p><strong>Key Takeaways</strong></p><p>* <strong>Market creation:</strong> Fire Trucks Unlimited applied military refurbishment practices to municipal fire departments after the 2008 crisis, inventing a market where none existed.</p><p>* <strong>Economics:</strong> A new ladder truck can cost $1.2M–$2.5M. Refurbishment? Less than half that.</p><p>* <strong>Funding model:</strong> They avoid debt and floor plan financing by collecting 50% deposits up front.</p><p>* <strong>Trust in sales:</strong> Photo journaling refurbishments created transparency and built trust across fire departments nationwide.</p><p>* <strong>Family business lessons:</strong> Respect isn’t automatic, Brian had to earn it with his team, even as the founder’s son.</p><p>* <strong>Exit wisdom:</strong> “Get as much money day one” when selling to PE; earnouts favor the buyer.</p><p>* <strong>Personal balance:</strong> After selling, Brian shifted into sales-only to prioritize family time during his kids’ last years at home.</p><p><strong>Where to find Brian Reyburn and Firetrucks Unlimited:</strong></p><p>* Linkedin: <a target="_blank" href="https://www.linkedin.com/in/brian-reyburn-7bb84746/">https://www.linkedin.com/in/brian-reyburn-7bb84746/</a></p><p>* Website: <a target="_blank" href="https://www.firetrucksunlimited.com/">https://www.firetrucksunlimited.com/</a></p><p><strong>In this interview, we discuss:</strong></p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8">0:00</a> Brian’s family roots in business</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=60s">1:00</a> From landscaping to fire trucks</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=120s">2:00</a> First big break with the military</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=210s">3:30</a> 2008 crash creates a new market</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=270s">4:30</a> Fire truck economics: $2.5M new vs half the cost refurbished</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=330s">5:30</a> How the industry consolidated to 3 big players</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=390s">6:30</a> Early projects, big losses, key lessons</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=465s">7:45</a> Funding projects with customer deposits</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=540s">9:00</a> What “refurbishment” really means</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=600s">10:00</a> How long fire trucks actually last</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=660s">11:00</a> Anyone can buy a fire truck (and people do)</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=720s">12:00</a> Wildest sales stories: ISIS, war zones, remote islands</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=780s">13:00</a> Photo journaling turns into a sales engine</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=960s">16:00</a> Family business: challenges + respect on the shop floor</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=1050s">17:30</a> Lean manufacturing lessons from Tesla to fire trucks</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=1200s">20:00</a> What Brian learned from selling businesses (twice)</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=1320s">22:00</a> Advice for sellers: get paid upfront, beware earnouts</p><p>* <a target="_blank" href="https://www.youtube.com/watch?v=8NZSOkzaOH8&t=1380s">23:00</a> Life after the sale: shifting into sales, focusing on family</p> <br/><br/>This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://smb15.substack.com?utm_medium=podcast&utm_campaign=CTA_1">smb15.substack.com</a>
34 total episodes available
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