Business Motivation: the Use of Reclaimed Wood by CounterEv

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Even a small startup has always chances to grow the business into a multi-national chain business. A sample case that can be business motivation comes from CounterEv. Founded by Jim Malone largely by accident, the business began as a small woodworking and log-home business. But actually, Malone did not know much about the world of woodworking.

However, Jim Malone tried to innovate by experimenting with reclaimed wood for his log home. He made use of internet technology to promote his creations, like a simple table and bench. Then, he observed how local people responded to the products. The products unexpectedly get well reception by the customers.

Business Motivation: What Makes CounterEv Successful

Given the positive response, Jim Malone decided to switch from the cartoon business into woodworking and furniture. A number of factors contribute to the success of CounterEv.

business motivation

Focus on Business Future

The founder of CounterEv kept thinking about the future of business. The woodworking and furniture business now has two shops, one in Catskill and another in Brooklyn. He tries to expand the business and reach more homes. For this, he then built an e-commerce and focused on his B2B until now. With e-commerce, every customer in the world now has access to CounterEv products.

Sustainability and Innovation

Another business motivation you can get from what Jim Malone did to grow the business is his caring about sustainability and innovation. These are two interrelated words. To build a sustainable business, it should innovate. Jim Malone had a commitment that he would not stop simply by using the beautiful reclaimed wood into furniture. There should be something more.

In 2004, Jim Malone still ran CounterEv by his own. About 15 years later, he now has a team, which consists of 15 craftspeople. The team works in Kingston workshop to design and produce different furniture products for businesses. Now, among the most popular products are Sweetgreen and Shake Shack. These two products are made of recycled wood.


Malone has a great concern on the unique values of furniture products. He loves vintage heart pine. Therefore, he could spent substantial amount of time to experiment with the material and create something unique. In 2004, no business had used reclaimed bowling lanes. They mostly ended  up in a landfill when the bowling facility was damaged or demolished.

Now, the furniture made of reclaimed and recycled wood can be found in many fast-food restaurants across America. Malone’s emphasis on the use of environmentally friendly materials has made him a center of attention, particularly in restaurant chain industry.

Business Motivation: Using Reclaimed Material

Of course, CounterEv is faced with a number of challenges. Using reclaimed materials is a labor-intensive business. It requires considerable labor costs, making the use of reclaimed materials generally more expensive. In addition, rarity nature of the materials can be a challenge in the future. However, Jim Malone tries his best to keep the stockpile enough.

The owner of CounterEv only knows one thing: he tries to make the business a truly sustainable and innovative. When these two aspects are met, price would not be a huge problem. The furniture and woodworking business now relies upon more savvy customers.

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