It's time to bring niche work back into the real world. Maplewood, MN-based Sparks Car Care is a great place to start. The Sparks' model for niche riches: Forget about fast bucks or hooking your sail to the next big thing. Time-proven values such as hard work and preparation will bring opportunity to you.
Those notions account for the very founding of Sparks. Owner John Marks Jr., a 15-year industry veteran and ASE-certified master technician, purchased his shop four years ago using financing provided by his employer — a wealthy consolidator with a yen for helping talent-rich/cash-poor techs get their mitts on their own businesses.
Like any new owner, Marks faced a host of challenges. The shop he bought was plagued with a terrible reputation. That factor could only hinder meeting his most formidable chore: building a customer base. Fortunately, years of service while operating a home business would supply an answer.At his previous job, Marks put in 10-hour workdays, like many techs. Unlike most of his contemporaries, Marks polished off his day with an additional four hours of labor in his own shop — his own specially converted garage.
"When I opened up Sparks, I was able to carry over all my customers from there," he says, "Those people began sending in their friends and relatives and so on." By his second year in business, Marks' shop was rolling along.
Vehicle owners weren't the only folks who had gotten wind of Sparks's work; competitors had as well. This factor helped open the door to Sparks's niche industry. Sitting on an auto mile 15 minutes from downtown Minneapolis, Sparks takes on work handed to it by nearby dealerships and franchise shops. Sparks's specialty — they do the heavy lifting, performing engine, transmission and complete rear end rebuilds, along with electrical repairs and other complex chores.
"We do steady work for eight or nine other shops," says Marks, "They send them in. We diagnose, repair and send them back. Those shops mark up the repair cost, and give [the vehicles] back to the customers."Marks explains the shops are willing to send out work for two reasons. One, they'd rather concentrate on maintenance. Two, and more significantly, Marks says there simply aren't enough qualified techs in the area.
Sparks fills this gaping void with perhaps the most unassuming, hardest working operation possible. Sparks is three-man operation with Marks and one other tech performing all repairs while Sparks's father, John Sr., a former truck driver, handles the service desk. The shop utilizes just four bays.
Still, with a limited space and crew, Sparks manages to do the work of other shops, along with its own stream of steady customers. The shop repairs on average 100 vehicles a week, churning out $3.5 million in annual sales. In a typical 40-hour workweek, Marks says he actually books over 180 hours of work. His secret? He has none.Again, Marks relies on hard work, along with some gifted time management: "We work smart and fast," he says. "I've worked in other shops, and to tell you the truth, I really don't know why others aren't able to do this."
Whether or not others try to match his success isn't a concern for Marks, who prefers to stay focused on his own business. For now and the immediate future, that means growing his shop as the market and good business sense permit.
"We think about opening up additional bays. As we add business, we'll need the space. But we're pretty content with moving gradually," he says. If history is any indication, this attitude will keep customers rolling in and keep Sparks prepared for its next niche opportunity.
About the Author
Tim Sramcik
Tim Sramcik began writing for ABRN over 20 years ago. He has produced numerous news, technical and feature articles covering virtually every aspect of the collision repair market. In 2004, the American Society of Business Publication Editors recognized his work with two awards. Sramcik also has written extensively for Motor Age and Aftermarket Business World. Connect with Sramcik on LinkedIn and see more of his work on Muck Rack.