Welcome to "Morgan Entrepreneur Spotlight," our monthly-ish showcase where we shine a light on Northeast Ohio's entrepreneurial superstars. Each feature delves into the journeys of individuals who have participated in our programs and are harnessing their learnings to fuel impressive growth and innovation.
Hunter Cooper is the owner of Turtlepond Woodworking. He has engaged with several Morgan Foundation–supported growth programs, including the NEOLaunchNET program at John Carroll University, the Morgan Startup Grant program, and several networking events.
About Your Business
Please tell us a little about your business.
“Turtlepond Woodworking enhances other people's brand image with custom woodwork. We sell handmade promotional products with personalization to emphasize quality and prestige. We use 100% locally sourced hardwood. And every step of the process, from a tree all the way to our products, is done in the USA. This will be my 4th year in business. I started in my great-grandfather’s barn near Pittsburgh with modest woodworking tools while I was in high school and then continued it in Cleveland. I travel between my home shop, which I have built up and invested profits over the years, and Cleveland, where I attend John Carroll, to continue running and scaling my business.”
Tell us a bit about the growth or entrepreneurship programs in which you’ve participated and any key takeaways.
“Participating in the LaunchNET program, the Morgan Startup Grants, and networking events has provided me with opportunities to gain exposure through pitch competitions, purchase equipment for my business with the grant money, and grow my business by tapping into a network of brilliant entrepreneurs.
I’ve learned that there’s always something you can learn from the people around you. Always be ready to learn and connect with others.”
Tell us about any growth, milestones, or key wins you’ve experienced since participating in a Foundation-supported program or other growth program.
“Burton D Morgan has done a great job at facilitating a space where I can grow my mindset and drive growth in the business. The biggest win so far has been narrowing down my product offerings and selling B2B instead of B2C. Through this change, I have been able to focus my efforts in the shop on more profitable jobs, and higher value clients. Referrals have been a lot more successful because I am reaching not only the company I am working with, but all of the recipients of a Turtlepond Woodworking product gift or award.”
What has been your biggest challenge in growing your business, and how did you navigate it?
“The biggest challenge is finding a specific niche to sell products in. I have found success in the golf space.
Another ongoing challenge is differentiating yourself from the competition. This market is saturated, but targeting specific markets that are willing to pay for quality work is key. Not everyone is your customer. I’ve found that you must be intentional around how you market your product and cater to specific groups of people.
On the craftsmanship side, making the actual products is enjoyable, and I really like the problem-solving aspect of figuring out how to make various products unique.”
What are one to three goals you hope to achieve in the next twelve months?
“In the next 12 months, I plan to start outsourcing some parts of the manufacturing process so that I can scale my business. In the next couple of months, selecting a product and identifying processes that I can outsource or automate will be key. There is only so much I can do with my own hands, so discovering how I can continue the quality and customization of Turtlepond Woodworking while starting to outsource is crucial. I plan to partner with Dixon Ellis Woodcraft and possibly others within the next 12 months to achieve this goal.”
How do you define success — for yourself or your business?
“When I have systems in place to handle large volume orders, I am successful. Success isn’t just about hitting numbers, it’s about making an impact in your industry and improving your customers’ experience in all facets.”
What motivates you to keep going when things get tough?
“A frame I really like is thinking from a state of gratitude…when things get tough, it's a blessing that I have these ‘problems’.”
Who has been an important mentor, partner, or supporter in your journey?
“John Carroll University’s LaunchNET program has such a great network that has shaped my entrepreneurial mindset and my business(s).
I have had many great people help me along the way. I couldn't list them all here, but my dad has always supported my vision.”
How does your business contribute to your community or industry?
“I am able to enhance people's brand image with a high-quality wood product. When a product from Turtlepond Woodworking is gifted to an employee, business partner, vendor, or generous donor, it carries significance and signals genuine appreciation.”
What advice would you offer to entrepreneurs just getting started?
“You learn more by failing rather than getting things right.”
Personal Reflections
What role does innovation or creativity play in your business?
“In a saturated market like woodworking, it is crucial to have your own spin on things. Different product designs and a more personalized customer experience through every step of the process.”
What book, quote, or resource has most inspired you?
“Alex Hormozi, is the owner of Acquisition.com and has a large social media presence. He is very insightful, and I learn a lot of practical business tactics from him. He says, ‘Do so much work that it would be unreasonable for you not to be successful’.
I forget who said the quote about it taking 20 years to build a reputation, but 5 minutes to destroy it; this shows just how powerful your reputation is.”
What legacy or long-term impact do you hope to build through your entrepreneurial work?
“My goal is to have real impact in my industry, provide jobs/opportunities for others, and be trusted and depended on.”
To learn more about Morgan Foundation sponsored programs and opportunities for startup entrepreneurs, contact Angela Evans.
If you have participated in Morgan Foundation sponsored programs and are interested in being featured in the Spotlight, contact Gina Dotson.