After 30 years of manufacturing industrial wood drying vacuum kiln technology, the next generation at Vacutherm stepped in to take over the business. The new CEO wanted to take a fresh look at the last 30 years and develop a plan for the next 30. Warhawk partnered with Vacutherm to employ clever marketing strategies to both connect with their buyers and identify the most successful path forward.

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The Result

Years of customization led to the perfect moisture content for classical instruments, baseball bats used by the MLB, and guitars made by Taylor and Fender. This created a premier product that became unattainable by the little guy. Capital requirements, staggered payment schedules, and the sheer scale and complexity of the operation made  high-volume industrial production needs extremely difficult.

Marketing, partnerships and outreach to the buyer base identified a clear demand for smaller scale, less customized kilns. The iDry division of the business was born, providing a viable option for specialty furniture makers, custom lumber yards, and up-and-coming artists. Financing options and higher volume production led to more reliable manufacturing and cash flow.

iDry continues to grow as a business and maintain their newly discovered open dialogue with their buyer.

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"Mike has helped put our business on the map thanks to his approach to social media and marketing strategy. I think we might value his consultation on business strategy as much as the sales resulting from his PR and Marketing approach." – Jim Parker President iDry/Vacutherm

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