Women-Owned Construction Companies

"Building Plan Women Owned construction firms are still thought of as non-traditional, but that is changing with business such as White Crane"

ST. PAUL PIONEER PRESS
Nov 2003.............................................................................................

While Susan Denk was a senior at MIAMI UNIVERSITY in Ohio, she thought she would use her degree in public administration for a career in politics. That was 24 years ago. A summer job as a laborer sorting scrap lumber at a San Antonio construction company changed the course of her life. "I got out of college and I wasn't sure what I was going to do," said Denk, now 46.

During her summer job, she felt drawn to the complexities of construction management and ended up working for a commercial builder for 22 years, starting in Texas and ending up in Minnesota. On her way up the executive ladder, she also earned a master's in business administration.

Last year, Denk left that financially secure job to start her own home remodeling company: WHITE CRANE CONSTRUCTION of St. Louis Park. Her business partner is Kris Gunderson, a former staff carpenter at Regions Hospital in St. Paul. Denk is the chief executive officer and handles the company's marketing, expenses and business management. Gunderson, 48, manages projects in the field as chief operating officer and works closely with the employees and subcontractors.

Like many entrepreneurs who launch a business, the women wanted more control over their livelihoods and lives. "Having control of your schedule and over the projects that you take on -- besides having a happy homeowner -- is gratifying," Gunderson said.

Four years ago, the women met at a meeting of WOMEN IN THE TRADES in Minneapolis and started planning their own company. They saw a need in construction for people with an eye for detail, tidiness, and multitasking skills. "We understand how important it is to keep your home neat and clean," Denk said.

Gunderson and Denk represent the increasing number of women starting their own construction companies. Wendy Danks, marketing director for the Builders Association of the Twin Cities, said there are three new women-owned construction companies in the area. From 1997 to 2002, the number of women-owned businesses in construction rose 35.5 percent compared with 14.3 percent of all women-owned businesses, according to the WOMEN'S BUSINESS COUNCIL.

"I think women who are going into non-traditional industries, a lot of them are looking at niches and seeing a need," said Julie Weeks, executive director of Women's Business Council in Washington, D.C. Women are opening plumbing and electrical businesses and are pursuing jobs as general contractors, said Dede Hughes, executive vice president for the NATIONAL ASSOCIATION OF WOMEN IN CONSTRUCTION.

In the past, women in construction typically inherited nontraditional businesses. Today, women are entering the industry as engineers or managers and are developing business skills to create their own companies, Weeks said. "The difference is they're starting it themselves rather than coming into it by inheritance," Weeks said. "The third wave is going to be dispelling the term 'nontraditional business owner.' "

For now, White Crane is based out of Denk's ranch-style home in St. Louis Park. So far, the company has worked on a dozen projects including basement and attic finish-outs, garage renovations and additions, and kitchen and bathroom remodeling jobs. Projects cost from $20,000 to $60,000. Their customers are a mix of women and men. In a few years, White Crane plans to expand into commercial construction projects, but for now the company of four will stay small. "It's a good place to start so we can grow," Denk said. Denk and Gunderson expect revenues to reach $300,000 to $500,000 for 2003 and up to $1.5 million by next year.

Though the construction industry is male-dominated, Denk and Gunderson said their customers have been receptive to a women-owned company. Only one potential customer declined working with them because of their gender, Denk said. "Although construction has a lot to do with pounding nails and cutting boards, it is a ballet in terms of the pieces coming together to produce the outcome that you're looking for," Denk said. "I'd like to think that we deliver things with grace."

The main challenges the company faces are finding enough skilled, motivated workers and making its presence known in the marketplace, Denk said. Much of White Crane's business comes from word of mouth and referrals from customers. "You still have to get the phone to ring, have people knock on your door and want to call you back," Denk said. Owning a business also comes with a great deal of responsibility. "It keeps you up at night and you wake up in the morning and realize that it's truly a labor of love," she said. "I'm having a great time and I'm hopeful and confident about our long-term success."