President of Management Consulting Firm in Columbus, Ohio Earns National Recognition Advising Fortune Small Business Makeover Family

    COLUMBUS, OH, December 04, 2009 /24-7PressRelease/ -- Columbus-based management consulting firm, Metcalf & Associates, earned national recognition when President and Founder Maureen Metcalf was featured as a consulting expert for Fortune Small Business's makeover for a local family and their patio-paving business.

Metcalf, with 23 years of experience helping leaders transform themselves and their organization to thrive, grow and deliver sustainable results, advised Duane and Isabel Draughon, founders of PaverStone, in Powell, Ohio. The couple earned a Fortune Small Business makeover and was seeking a marketing strategy to maximize their network of loyal customers and emphasize that PaverStone is a family-owned and operated business.

"Despite the fact that PaverStone ranked well in search engines for keywords like 'patio design in Columbus,' their Web site doesn't tell the family's story or accurately depict the Draughon's business," Metcalf said. "It's a nightmare for homeowners to find reliable contractors- but Duane is a Marine veteran and a family man. He is trustworthy and he gets the job done, on time. People want to know this when they are seeking a contractor."

Metcalf recommended the Draughon's utilize the PaverStone Web site to share the origins of the family business. The fact that Duane grew up just a few blocks away from the city's meanest streets, and his father put him to work mowing lawns to keep out of trouble, builds credibility. Add that Duane turned an after-school job into a $120,000-a-year landscaping business before joining the Marines. He eventually returned home, married and established a patio-building business. According to Metcalf, the homeowner seeking a contractor will get to know the Draughon's and their work, building trust and reliability.

In addition, Metcalf advised the couple to update the Web site with photos of themselves, and stop using stock images. She encouraged them to add testimonials from satisfied customers, with photos of them lounging or dining on their new PaverStone patio. Along with these photos, the Draughon's should create a section on the site for before-and-after shots of backyards transformed by PaverStone.

"I was honored to represent Metcalf & Associates for the Draughon's Fortune Small Business makeover," Metcalf said. "So many small business owners struggle to effectively share their personal brand and their business's capabilities to customers. For the Draughon's, they have to remember they aren't just selling a paved patio, they're selling the idea of a beautiful place to relax with friends and family."

Along with emphasizing that PaverStone is a family-owned and operated business, the Draughon's were encouraged to remember they are running a business that needs to be profitable. In addition to Metcalf's expertise, the Fortune Small Business makeover provided the insight of Michael Jokerst, a financial expert from CFO Financial in Columbus, Ohio. Jokerst suggested the family "calculate costs to the penny, or you could be working for nothing." Jokerst also recommended the company negotiate better terms with suppliers, build a cash reserve during the busy spring and summer seasons to fund expenses during the slower winter months, and try to find a complimentary business that would pull in needed revenue during the winter.

For more information about Maureen Metcalf or Metcalf & Associates, visit www.metcalf-associates.com.

About Metcalf & Associates
We are a management consulting firm grounded in the principle of service and committed to our clients' satisfaction, increased business success, and growth in personal and organizational-wide competence. We work as your partner; we identify opportunities, help resolve current problems, diagnose and address causes, and build your capacity. Our team is comprised of individuals with a proven track record in leadership development and business consulting, many having served Fortune 500 companies and Public Sector institutions as employees of the world's market leading consulting firms. Our lead consultants test at or close to Level 5, which puts them in the top 5% of leaders.

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