Interested in starting your own entrepreneurial journey in home care but unsure what to expect? Then read up on our interview with Matt Capell, Owner of Capell Flooring and Interiors, Inc., located in Meridian, ID, USA.

What's your business, and who are your customers?

We are a local flooring retailer in the Boise, Idaho area. We sell all types of carpet, hardwood, laminate wood, LVP flooring, and other types of flooring and laminate countertops. We were established in 1974 by my mother, Bonnie Capell. A flooring sales cycle can be anywhere from 7-12 years on average, but in the past 48 years, we have had a lot of repeat and referral business come our way due to enough time passing by. We help the person remodeling their house and wanting to update their flooring. We service the new construction audience too because new homes, of course, need floors. We also like to do smaller commercial projects where we work with the actual small business owner, which is more relationship-building for the long term.

Tell us about yourself

I've been the business owner since 2008 and my wife Patty, but some of my earliest memories are working/helping my mother hold a measuring tape and later when I could write being her scribe on flooring measurements. I have always had an entrepreneurial mindset, though. I look at a situation and try to understand how a business works, how they make their money, and if there is anything in their industry I can incorporate into mine.

I find motivation in knowing we are providing an excellent service for our customers, clients, and friends in the Boise, Idaho area. There is nothing quite like taking a home that is aging and then with new carpet, flooring, and a little paint making it look brand new again. The smiles it brings to customers are tremendous feeling and help motivate me daily. I'm also super inspired by my team of employees and those that install for us. It is a significant responsibility to provide employment for others, ensure that they are taken care of financially, and be in a working environment where they enjoy coming to each day.

What's your biggest accomplishment as a business owner?

That is a tricky question because it isn't something I spend a lot of time thinking about because I try not to rest on previous successes. My company and I try to do good for everybody we work with. I believe that shows in our online presence and the reviews our company ultimately receives from others. Across all online review platforms, we have over 800 positive reviews and close to 300 on google alone, which is our most significant accomplishment. We have won several awards locally and have been voted Idaho's Best Flooring store locally and statewide for the past three years, which we are super happy about as well.

What's one of the hardest things that come with being a business owner?

Being a business owner is challenging because a lot of the ultimate pressure falls on your shoulders. If times are challenging, my wife and I pay us last and ensure our people are cared for no matter what. There is the financial risk and, at times, long hours, which might not be for everybody.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

If I were to give some tips before starting, I would recommend that you read "The E-Myth Revisited." That will help you see and decide why you are really going into business. That book also lets you realize that you cannot be a solopreneur for long or will burn yourself out and ultimately fail.

The 2nd tip, I would say, is to map out your process from beginning to end, including how you keep in contact with your customers after the sale too. In my case, since it can be 7-10 years later, we have had to get creative doing that, but one way we do it is with our newsletter that goes out weekly. Also, do not be afraid to change what isn't working, and consistently, always work on tweaking and refining the process.

The last thing I would say is to make sure you have good people working for you, and if you have to pay a little more to get them, then try to make that happen if you can afford it.

Is there anything else you'd like to share?

Yes, always think long-term when making a decision. We have had to constantly upgrade and change things, learn new techniques, and ensure we are staying ahead of the curve. If you say, this is how we have always done it; you are not doing yourself any favors. Change is good in business, and it is vital to stay up on things, read books and make sure you are open to learning and bettering your business and yourself.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.