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Career Transition
Name: Matt Lifter, 36.
Education: Techincal degree in graphic arts, Oakland Technical Center, 1991.
Last career: “For 15 years, I worked for the Handleman Co., a music distribution company. I was promoted seven times in that period, and I worked in a variety of areas, from account manager and distribution to field sales, and I was the merchandising and communications director.”
New Career: Owner of Motor City AutoSpa, an auto detailing center. “I got into auto detailing in ’88, and I continued to do that during my weekends. I quickly developed a client base.”
Why he decided to change careers: “When Handleman imploded and I was left without a job, I decided to start the business properly.”
How he made the transition: “I started the business at the end of 2008, which was tough because that was when the economy suffered the downturn. I found a great location in Royal Oak. I already had a few clients and I built on that. Don Summer, the founder of the Meadow Brook Concours D’Elegance, gave the company his endorsement and that helped a lot. He’s a car legend. In 2009, we won WDIV-Channel 4 Best Auto Detailing Company. The transition was fluid, despite the fact that I was starting from scratch. I had to learn the nuances of starting a new business. Finding the perfect location was a big step and I did that. Then it was all about the nooks and crannies-a menu of items that we offer to customers, a training guide for my employees, etc.
“I focused on where we can be unique compared to other detailing shops. It came down to the building and the quality of our work. We can offer that new-car feel. Ultimately, it felt natural to start my own business doing what I love, as opposed to working for the “big man” again.”
Obstacles overcome: “The state of the economy was and is the biggest obstacle. What we offer isn’t for somebody struggling with money. It’s a luxury, like getting your hair done. What we have in our favor is that people are buying their leases out, so they want to maintain their cars. We can help keep it looking great and new.
“March to March, our revenue is up and a lot of that is down to word of mouth. We rely on the ‘wow factor,’ and we ask our customers to refer us. We appeal to a demographic that has more flexible income.”
Advice for others: “You have to have a solid business plan in place. Your marketing plan is important. Customer service is also important, so do the job properly. If you treat your customers right, it’ll pay you back tenfold.
“Be patient in the first year, because it can be tough. There’ll be a steep learning curve, as you learn about things like zoning and city codes that you might not have expected. Those things cost money, so be sure to have extra capital in place. Starting a business will almost certainly cost more then you planned.”
-Brett Callwood
