The Alimond Show
Welcome to The Alimond Show --join us as we share our entrepreneurial guests' stories, uncover their secrets to success, and explore the unique paths they've taken to build thriving businesses in our community.
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The Alimond Show
Pasi Verimo of W&OD Home Design & Remodel - From IT Telecom to Remodeling Maestro: Navigating Cultural Bridges, Perfecting Craftsmanship, and Igniting Entrepreneurial Momentum
Pasi Verimo, a Finnish entrepreneur and president of W&OD Homes, shares his incredible story of transitioning from the IT telecom field to mastering the art of interior remodeling. You'll learn how Pasi moved from handling small handyman tasks to leading large-scale residential projects, specializing in everything from kitchen and bathroom renovations to transforming screened porches into luxurious four-season rooms. With a lean team structure and a focus on finalizing designs before picking up the hammer, Pasi sheds light on the importance of meticulous planning and trusted partnerships in ensuring a seamless, low-drama remodeling experience.
Our conversation doesn't just stop at construction; we explore cultural contrasts between Finland and the United States, particularly the challenges that come with hiring and retaining talent in a new environment. Pasi opens up about the role of transparency, quality craftsmanship, and networking in the success of his business. We also discuss the philosophy that "you can't steer a parked car," emphasizing the necessity of movement and action as pathways to inspiration and progress. This episode is packed with insights on entrepreneurship, the nuances of cross-cultural business, and the ever-important journey of personal growth.
My name is Pasi Vorimo. I am the president of W&OD Homes. It's named after the bike path, and so we provide interior remodeling services in the area.
Speaker 2:I love it. I want to get into detail about those services that you provide, Like. Give me all the varieties of parts of the home that you can design and construct and all that good stuff.
Speaker 1:Yeah, so typical projects for us would be a kitchen remodel, a bathroom remodel, a living room remodel or a bedroom remodel. A basement is another area that we do. So a basement is another area that we do, and occasionally we convert screening porches or decks into four-season rooms and things like that, but by and large, we stay in the interior of the home.
Speaker 2:And it's mostly residential.
Speaker 1:All residential. Yeah, I'm a Class A residential building contractor so I don't do commercial work, Gotcha yeah.
Speaker 2:Got to have that clarification, thank you. I would like to ask you, before I get to the nitty-gritty of everything, your background and how you got started and what led you to where you are today.
Speaker 1:Were you always interested in woodworking and DIY stuff and learning how to do things, and I guess it's maybe somewhat genetic as well. My grandfather had a construction business, my father didn't, so I skipped a generation and then, after my first career was in sort of an IT telecom field and then I felt like I needed to do something where I have tangible products or things that I can touch and feel when I, when I uh with your hands.
Speaker 2:You like working with your hands.
Speaker 1:Well, I end up not working so much with my hands because we have crews and do everything else, but it's it's sort of having a tangible product that you can say, hey, we did that at the end of the day. So it it. It gives me a very good feeling when we, when we see the end result.
Speaker 2:Yeah, absolutely. I would like to talk about the process, because I know that your clients can be as much as involved as they want to be. Is that correct?
Speaker 1:Yeah, that's right.
Speaker 2:Talk to me about that.
Speaker 1:So one of the keys to success in a lot of these remodeling projects is to have the design nailed down before we start construction. So we have the design, the selections made, before we start ripping out walls and et cetera, cause that then makes the process go smoothly to the end. But it takes a lot of I don't know sometimes discipline or patience to make sure that we focus on the design, the design before we start. And so we work with the client and if they're not so sure about their own design sensibilities, we bring in designers to work with them.
Speaker 2:Yeah, no, that's awesome. You guys have everything right on hand for them and take all the stress away from clients. Yeah, exactly.
Speaker 1:Like all the stress away from clients. Yeah, exactly, and I mean that's the remodeling is a stressful time in anybody's life and you go through this cycle of euphoria and then despair and then, hopefully, the end result then gets you back to euphoria, yeah, yeah euphoria. I'll then get you back to euphoria, yeah, euphoria. And so you know there's a lot of emotions that you go through when you oh, absolutely Like especially when like the construction is in there and you're just like, oh, my house is a mess.
Speaker 1:There's only so much Chick-fil-A you can eat during a period of time.
Speaker 2:This is the second time we mentioned Chick-fil-A here in this podcast.
Speaker 1:I love it. Something's in there. Maybe I got to go get Chick-fil-A after this. You too Love it.
Speaker 2:And now, what is your team like? What kind of team do you have and how many people?
Speaker 1:So we're a lean and mean company. So there are two of us full-time on W&OD homes, so we provide the oversight, the project management, the coordination for our projects. And then we have trusted partners that we've vetted so that we can sleep well at night, yes, you know, so that they're housebroken, trained and so they don't mess things up when they're there, keep things clean.
Speaker 2:I love that. And now, when starting this business, was it a challenge for you to get it up and going, or did you have everything just like planned and ready to go? Tell me about your experience as an entrepreneur.
Speaker 1:Yeah, so the initial start was focusing on small handyman type of jobs and kind of feeling was a lot of coordination for tiny projects. And then, you know, having gone through several training programs on you know kind of the latest greatest bathroom remodeling techniques and everything else, I sort of felt a pull toward that and then going through some training on aging in place and universal design types of projects, you know that was kind of where I wanted to take it, yeah, and so we kind of pivoted and then went down the remodeling path.
Speaker 1:Very nice, yeah, love it. I'd like to ask you about marketing and then went down the remodeling path.
Speaker 2:Very nice, yeah, love it. I'd like to ask you about marketing and how you're getting your name out there. Are you putting yourself online? Are you going to any B&I groups? Is it word of mouth?
Speaker 1:Yeah, talk to me about that. So I am a member of a B&I group and I try to attend several other networking groups. There's a group, nova Home Services, where a lot of trades meet once a month, some chamber events, and I still have to focus more on some of the online marketing, but a lot of it ends up being referral and word of mouth yeah, I love it.
Speaker 1:That's great. No word of mouth is the best kind that you can get. It's. It is good, um, but it's always good to expand. Expand, yeah, exactly absolutely.
Speaker 2:Um. Speaking of trends, um, how do you stay up to date with the latest trends of what's going on there so you can be knowledgeable, because maybe sometimes you'll have clients you're like oh, I want this, I saw this on Instagram. Can you do this? Can? You do that.
Speaker 1:So I guess two answers to that. One is kind of what's beneath the surface in terms of structural integrity and making sure that, for instance, a shower is waterproof before towel goes on or whatever you end up finishing it with. But a lot of people don't realize that there's a good way and not so good ways of doing a shower, and so being current on the best practices in the industry today is vital, yeah, and so a lot of vendors provide workshops, training sessions, and I go to those quite a bit. National Tile Association is a great one to make sure that you use the right waterproofing membranes, right motors, et cetera, and how things fit together. Yeah.
Speaker 2:I know.
Speaker 1:And then there's kind of the design trends, things that come and go. Those come and go, but there are timeless designs as well, but there are timeless designs as well, and so we work with designers and the clients and I have my own perspectives on things. Yeah, and it's a collaboration, communication in terms of you know what maintains the structural integrity and makes it functional and sound and nice at the end of the day. So it's, you know, a lot of collaboration and communication between the parties.
Speaker 2:Oh yeah, that's so important, especially remodeling a house. You've got to have that clear communication. You've got to make sure that you're listening, but also being realistic and setting expectations.
Speaker 1:Yeah.
Speaker 2:It's hand in hand, yeah, being realistic and setting expectations, yeah.
Speaker 1:Hand in hand, yeah. And then you know, quite often there's a design that looks good but then it may not translate to the client space as well as it does on like a Pinterest picture or something.
Speaker 2:Yes, you're right about that. And then for your location, do you guys have an office or where are you guys working from?
Speaker 1:So we're virtual. I work from home, love it. You guys have an office or where are you guys working from? So we're virtual, I work from home, love it.
Speaker 2:I have my office at home. That's great, love it. Have you ever thought about maybe getting an office, or is that?
Speaker 1:expanding. Yeah, it'll probably come in about two years' time if we meet our growth expectations.
Speaker 2:Love it. How exciting. I hope you guys do that would be nice to have like an office and like, yeah, no, this will be your neighbors here in leesburg, so oh, we would love to have you here more the merrier love it. And then, um, I'd like to ask you what are some common misconceptions in your industry that you've found, whether it's with, maybe, employees, your clients or remodeling? Can you share some of those with us?
Speaker 1:Sometimes people feel that they get ripped off. Uh-oh, you know, I think you know there's a good labor is worth the money, and so it makes all the difference.
Speaker 1:You don't want to make shortcuts. Quite often I get a little concerned on a lot of the Facebook groups where people ask well, somebody quoted me this much, oh, I only paid a third of it or half of it. And then they don't necessarily know what's behind those numbers. Because you know, good work isn't cheap and cheap work isn't good and a lot of people focus maybe too much on the price and there's a value in doing things right. And then I think people get misled by a lot of these home improvement shows.
Speaker 2:Oh yeah.
Speaker 1:Where it's a little unrealistic in terms of how fast things appear to happen.
Speaker 2:It's the whole movies and production A lot of editing. Making it look nice. It's always like that right, but there's realities of that, yeah, there are realities. That must be hard sometimes because it's like so that's a show on HGTV. It's actually more complicated than that. It's just good to educate the client, because sometimes it can mislead you and make you think a certain thing, like for, for example maybe sometimes people are like being a realtor is easy. All I have to do is sell a home but no, there's work.
Speaker 2:There's a lot of work behind that, exactly so educating and letting people know like, hey, these are the expectations and we'll get it done right, but just know that if you want something done well, it won't be. Rome wasn't built in a day, you know. As they say. So, yeah, and then, um, as far as your employees that you have with you, what do you look for when you hire people to come on board with your team?
Speaker 1:um, somebody who's skilled, um, knows their craft, um and uh, is pleasant to work with. We're a low drama company. We wanted to be comfortable and nice and collegial throughout the project, and so I look for people who are good with people. Right, absolutely. And then where do you see yourself and grow the company that way?
Speaker 2:Yeah.
Speaker 1:So that's kind of the desire.
Speaker 2:I love it. And then, what are some of your favorite projects to work on or just to oversee? Is it maybe? Are you sometimes? Or just to like oversee? Is it maybe like a whole house? Is it the bathroom? Is it the kitchen? Do you like seeing the tiles Like what are?
Speaker 1:some of your favorites Kitchens and baths are the favorite is always a little more satisfying because there's a little more mental gymnastics that we get involved with in terms of the layout and the waterproofing and how things go together. I particularly like the incorporate the universal design and aging in place principles into the project, if I can. So, whether you know, curbless, showers and making it functional for the long term. If there's ever a case where you have limited mobility, you're able to go through your home with crutches or walkers or wheelchairs. Yeah, and quite often it's not a matter of if, it's when things happen.
Speaker 2:Yeah.
Speaker 1:So, whether it be permanent or temporary, Okay, Love it.
Speaker 2:Yeah. And what do you like to do in your free time? Like to give yourself a break from work and all that?
Speaker 1:good stuff, so I do some exercise. I have a kettlebell program, simple and Sinister, look it up Simple and Sinister.
Speaker 2:That sounds like sinister.
Speaker 1:I'm on the simple part right now. So, working up to that, I do bike riding, so that's why w and od has been near and dear to my heart. Okay, lately it's been more indoor riding on uh, swift why'd you change it up? Uh, because it's so convenient, you know wake up and go yeah, or if I'm working late and then at night I can jump on the bike there go. It's pretty good. I bought a loom recently so I can. I'm learning how to weave.
Speaker 2:Yeah, what is a loom? I'm sorry, I'm not familiar with it.
Speaker 1:So you make fabric with it so.
Speaker 2:Wait, I think I do know. I'm sorry. There's this company, it's called Loom L-U-M-E and they make like I think I was confusing you but the loom like, is it like a wheel or something?
Speaker 1:No, Well, that could be a spinning wheel, but like loom is where you make cloth or, you know, scarves, towels, oh my gosh that's so cool.
Speaker 2:Yeah, I feel like that's a lost art.
Speaker 1:It is. Well, it's. Yeah, there are a lot of people. I'm actually the treasurer of the Fiber Guild of the Blue Ridge, Look at that. So there's a guild group here if anyone's interested in handcrafts A lot of knitters, weavers, spinners that participate.
Speaker 2:What got you interested in that? I'm very curious because it's very different from home remodeling. It is.
Speaker 1:No, I'm always curious on how to do things, yeah, and so that was on the back of my mind, and so I had an occasion to acquire a loom, and so I've played around with it a little bit.
Speaker 2:Okay, no, that's wonderful. I love that you're finding other things to keep your mind busy, but also at peace with things that you, you know like work is work, but also you've got to have your passions too, and maybe work is your passions too, but everyone's different and I love hearing everything that lights them up and I love that you're inspired by the trails and named your company that yeah I love it.
Speaker 2:And then, um, let me see, is there anything that maybe I have not touched on that? Maybe you're like, hey, I want to talk about this, let's talk about it. It Whether it's in regards to yourself, your business, anything in life going on.
Speaker 1:I don't know. I'm a family man. I was born in Finland, oh cool, hence the name. It's a little different. I ended up in Virginia because I married a Virginia girl. Okay, been here a long time now.
Speaker 2:That is so cool. I was going to ask you, I was like how did you end up in Finland? How?
Speaker 1:did you end up here in Virginia?
Speaker 2:Like what made you want to say but yeah, your Virginia girlfriend, that'll do it.
Speaker 1:Yeah, exactly.
Speaker 2:I love that. Oh my goodness, tell me a little bit about life in Finland. I'm curious is that very different from here?
Speaker 1:It's not necessarily too different, but a slightly different lifestyle. Maybe there's a study that they run where Finland is being now ranked the happiest country on earth, for several years in the row in the role, in role and so. But I I think it's just people are maybe a little bit more I don't know relaxed. They say that their, their expectations and what the reality is are maybe closer to each other than most places, some other places yeah and so that, yeah, and so that's how you know.
Speaker 1:No, that's so wonderful, but they're very stoic people. They don't talk much, okay. Yeah, that's crazy, like see everyone.
Speaker 2:We need to talk less so we can be happier too right, that's right.
Speaker 1:yeah, that's the secret, right there.
Speaker 2:No, I love that. Oh, my goodness, have you had any challenges when it comes to hiring, because I know I want to talk about that subject. For entrepreneurs, when they have a business, that's sometimes hard and can be a challenge, because the retaining and then training. Talk to me about that process and how it was like for you.
Speaker 1:So, yeah, there's been a little bit of, I guess, luck involved in kind of finding the right people. One thing I would say and this is always a hard one is that when you this concept of hire fast, fire fast, or you know if, if someone's not working out and you see it immediately, then there's no sense in continuing. If it's, if you can tell this is not going to be, yeah, a fit, yeah, um, and that's I. I I hate to fire anybody, but that needs to happen. You just can't afford to.
Speaker 2:Yeah, no.
Speaker 1:It's not fair for anybody.
Speaker 2:I agree.
Speaker 1:But to find the right people is also just interview, maybe do some hands-on, you know. Can you show me how you do this?
Speaker 2:Yeah.
Speaker 1:Try to.
Speaker 2:Just scope them out and see if it'll be a good fit.
Speaker 1:Yeah exactly yeah, and you can see. And then again a lot of conversation. I think sometimes you get desperate and you just hire sooner than you probably should have, so taking time and talking.
Speaker 2:Absolutely no, thank you.
Speaker 1:And then talking to other trades who they like for different things, recommendations. Sometimes clients say, oh, I had this guy who did a great job. Oh, okay, Can I have his?
Speaker 2:Let me a great job. Oh, can I have his? Let me have his info.
Speaker 1:Yeah, exactly yeah.
Speaker 2:So cool, I love it. And now let's see. I want to go back to the subject of your company. I'd like to, I guess, extend my microphone to you and if you want to leave a message for anybody who's looking to remodel their homes why they should come to you, give me that good answer.
Speaker 1:So we are very transparent in our process. So our objective is to make the home functional, aesthetically pleasing and structurally sound, and that's going to drive the value of your home up. We have great craftsmen who produce high-quality work. Our proposals are transparent. You'll see exactly what things cost, what my overhead is, what my profit is. So if we need to start tweaking numbers, we have all these levers to pull from and then it's completely open. So there's no mystery, you know exactly what you're paying for. No mystery, you know exactly what you're paying for. Yeah, and yeah, we are always eager to work with clients who want to collaborate.
Speaker 2:Take their home to the next level.
Speaker 1:Take their home to the next level or just update certain things. Yeah, we kind of pride ourselves in being, like I said, low drama, good to work with, love it.
Speaker 2:That's probably like that stoic Finland vibe. That's right, no drama we'll get the job done. If you want to talk, we'll talk, but if not, that's cool.
Speaker 1:Yeah, I love it.
Speaker 2:Thank you so much. Oh, my last question I like to ask everybody Do you have a quote or a saying or maybe a mantra that you heard or read or someone told you that has inspired you?
Speaker 1:Could you share that with us? I like the saying. You can't steer a parked car and sometimes you just have to take steps to get to where you end up or you want to end up, yeah, and it's so hard to get inspiration if you're not going, starting to go in some direction.
Speaker 2:Yeah.
Speaker 1:Because you can always change direction, but you got to keep moving.
Speaker 2:Exactly. You can't stay stagnant. You got to always keep it going, otherwise nothing will happen.
Speaker 1:Nothing will happen, yeah.
Speaker 2:Thank you, that was a great one.
Speaker 1:Thank you.
Speaker 2:Good reminder for myself too, Cause sometimes I'm like stuck, I'm like, uh, keep going, yeah. But thank you so much, we really appreciate you being here Pleasure.