First-Time Business Owner Establishes Herself in Male-Dominated Space
At first, Amy Schmidt expected to be disadvantaged as a woman running a fence business. Today, after four years as a Superior Fence & Rail franchisee, her doubts have vanished. “As our only sales representative in the first year, I remember thinking, ‘Who is going to buy a fence from me? Not only do I know nothing about fences, but I’m also a woman who knows nothing about fences!’ I quickly learned I was wrong,” says Schmidt, who previously worked as a speech-language pathologist at an elementary school.
“I now know that women in a male-dominated field are a refreshing, welcome change of pace for consumers. My experience nurturing my students and my own kids was applicable to my selling fences to homeowners. I needed them to know we can be trusted, we will do what we say we’re going to do, and most importantly, we care.”
Schmidt was a stay-at-home mom to her two children until her son started attending school full time in 2021. She and her husband, Joshua, planned for her to run the business while he continued working in corporate America. “We knew we had the work ethic to do well, but we wanted the support of franchising, given my lack of business experience at that time. We also wanted to be in the home services space where we could disrupt the market with exceptional customer service. Based on our own experiences, we knew contractors often don’t show up, don’t do what they say they’re going to do and simply don’t care,” Amy says.
“Our goal was to prove this stereotype wrong, and when we met with Zach Peyton [then brand president of Superior Fence & Rail] in 2022, we knew it was the right fit,” she adds. The couple was drawn to its proprietary software systems, extensive in-person and online training, national supplier relationships and clear roadmap for success based on conversations with other franchisees.
Multi-Unit Ownership
They purchased five territories in the major Milwaukee metro area. “Our first year, 2022, we focused primarily on two to three territories. That was my hardest year personally and professionally. There was no playbook for how to mentally overcome the stress, time and workload that comes with being a first-time business owner.”
Her husband’s peerless support plus Peyton’s accessibility helped her push through. “Zach was always a phone call, email or text message away when needed. He helped us work through unexpected challenges.” The Schmidts slowly expanded their presence among all five territories. After approximately 18 months, Joshua joined her in day-to-day operations. And this past year, they partnered with a colleague and opened a Superior Fence & Rail location in Pittsburgh.
Joshua and the co-franchisee mostly operate that Pennsylvania business, but Amy plans to become more involved, schedule permitting. Schedule flexibility has been a key benefit with Superior Fence & Rail, part of Empower Brands. Most mornings start early with handling emails and preparing for the day ahead. She takes her kids to school, picks them up afterward and drives them to extracurricular activities. While they’re in class, she’s generally in the office, although she occasionally volunteers in their classrooms and chaperones field trips. “Once the school day ends, I’m back to being Mom until after dinner. Sometimes nights are late in the home office after my kids’ bedtimes, but the flexibility to be Mom first is totally worth it.”
She’s fulfilled by the rewards of her hard work in the business and by community involvement: The Schmidts donate to schools, sports organizations and community scholarships. “But the absolute best feeling about owning the business is getting a five-star Google review,” she says, “especially when the customer outlines all your values in their own experience with your team.”
Learn more about the Superior Fence & Rail franchise opportunity.
