Bruce Severson & Architectural Arts
The ART of building a business with Bass Wood, Cardboard, Paper and Paint
In many peoples minds working on bass wood models might lead to a career in architecture or construction. For Bruce Severson it was just the opposite. Bruce was an architect working for Sieger Architects when he began doing freelance work building architectural models. In 1988 the Elvehjem Museum (what is now the Chazen Museum of Art) asked him to do a series of models for an upcoming Frank Lloyd Wright exhibition entitled “Frank Lloyd Wright in Wisconsin”. That exposure lead to additional jobs and he found he truly loved the work. “I was able to stay in the field of architecture but employ my artistic skills in a new way”, he says.
Paper blueprints are the starting point. Bruce then visualizes the structure in his mind, works though a host of issues relating to geometry, materials, and technique. He tackles each model project with a unique approach. Always on the look out for new materials and ways of doing his work, Bruce pulls away from routine or standardized approaches. He’s very imaginative with materials, textures, and space. Bruce is also a visual artist in drawing, painting, and sculpture. A collection of his oil paintings hangs on the walls of his studio suite at Main Street Industries in downtown Madison. He blends his artistic skill and his architectural expertise to build in a different way. You can tell he loves what he does.
It’s obvious that Severson loves both his work and owning his own business. Jazz music and the smell of sawdust permeate the air of the studio as he intently works on his model. “I make my own schedule, my own mistakes, my own rewards”, he says, adding “I’ve been successful because I consistently provide a very high level of quality”.
Starting his business in the Madison Enterprise Center business incubator was critical. Moving his fledgling business out of his home increased his productivity, and positively impacted people’s perceptions of his business; He was viewed as professional. The environment of the Madison Enterprise Center was very supportive and Bruce was able to tap into the expertise and experiences of other entrepreneurs that had gone through similar issues in building their businesses. The goal of incubator programs is to add successful and financially viable businesses to the local economy. Incubators have been very successful in achieving this goal; In fact, studies by the National Business Incubator Association (NBIA) indicate that the success rate for incubator graduates is 87 percent meaning that businesses that have graduated from an incubation program are more than four times more likely to survive than businesses that aren’t incubator affiliated. Clearly the incubator environment can play a key role in a start-up company’s survival and success. Architectural Arts was housed in Common Wealth Development’s first-stage incubator the Madison Enterprise Center from 1991-96. When he “graduated” from that facility he stayed in the neighborhood and moved to Main Street Industries – Common Wealth Development’s second-stage incubator. Main Street Industries is a former Greyhound bus depot that Common Wealth renovated in 1996 to create permanent space for neighborhood businesses.
When asked what advice he has for would-be-entrepreneurs, Bruce laughs and sounds like everyone’s high school guidance counselor) “You’ve got to be doing something you really like doing. If you’re passionate and love what you do you will never have to go to work”. Good advice indeed.
Why is this man so full of energy?
Burke O’Neal and Light Energy Systems
Burke has always been concerned with energy use and our country’s dependence on foreign oil. He remembers President Carter delivering his 1977 television address on energy policy wearing a cardigan sweater to demonstrate what individuals could do in their homes (turn down the heat). In college Burke studied mechanical engineering, hoping to get into the energy conservation field. A burgeoning revival in renewable energy technology in California led Burke to spend 4 years working for California-based Light Energy Systems (LES) doing renewable energy work. He anticipated a growing market in the Madison area and with improved technologies, higher energy costs, and incentive programs he saw an opportunity to return to his hometown of Madison and do what he truly loved. He and his brother Mark pulled together $11,000 in cash and a whole bunch of tools and formed Light Energy Systems of Madison (affiliated with LES of California) in 2002.
Light Energy Systems does design, installation, and repair of solar thermal and solar electric (photovoltaic) systems, as well as renewable energy site assessments through Focus On Energy. In plain English this means that they harness solar and wind energy to produce electricity and to heat domestic hot water. External factors, such as fuel prices and incentives, determine to a large extent the market and customer demand. When asked who his typical customer is, Burke laughs, and replies “ever-changing”. Currently his commercial work tends to be for non-profit housing providers, as they tend to think longer term. For example, he designed a solar hot water system for Common Wealth Development’s 60-unit Yahara River View Apartments at 1459 E Main Street. His residential customers tend to be folks in their 30s and 40s planning to stay in their homes. Environmental awareness plays a key role but Burke feels that “many people just want to be in control of their energy use”. A federal tax credit introduced this year will create new benefits for everyone to consider energy improvements.
Light Energy has been successful due to their high level of technical expertise. With three mechanical engineers on staff, a dedication to high quality installation, a strong design aptitude, and multiple awards and certifications, Light Energy is poised to make a real difference. And for Burke, that’s what its all about. Dedicated to expanding the use of renewable energy, Burke is the embodiment of loving what he does. He says he wakes up and looks forward to going to work every day, and that “if I couldn’t earn a living doing this, I would do it part-time as a hobby”. Having fun is a big part of what he does. Burke states that, “As a small nimble company we can do fun projects like converting a 1990 VW Jetta to make it run on vegetable oil. This will be our company car.” And fun it is… where else can you find a 15-year-old company car powered on Crisco? Having felt pigeonholed working in the corporate world, Burke now loves working directly with customers, along with the variety and flexibility of work that being an entrepreneur provides. The challenges “keep me on my toes” he says.
Burke is very excited to be located inside the Madison Enterprise Center (MEC). As a matter of fact he considers it a milestone for his business. The MEC is Common Wealth Development’s business incubator at 100 S Baldwin Street, which provides affordable rent and business support services to its business tenants. The MEC gave Burke the opportunity to move his business out of his house and into a real business space. The light-industrial nature of the building gave him the opportunity to have space with an office as well as a full workshop with a fume hood: “This place is ideal; some warehouse-type spaces are cheaper but they wouldn’t allow us to do what we do here”. A loading dock, a forklift, and the ability to glean wisdom from other businesses that have experienced similar issues is a huge bonus. Burke gives kudos to Sarah Hole for creating a small suite when there wasn’t one available. He’s sharing one half of a suite with longtime tenant Wildwood Productions. He appreciates the flexibility and helpfulness of Common Wealth staff – something he hasn’t found with other landlords.
What advice does Burke have for would-be-entrepreneurs? “My philosophy is to approach it in whatever way is comfortable to you. Myself – I enjoy building my business slowly and in a debt-free manner. You should definitely do what you love. I also suggest Small Business Development Center classes”. For would-be-entrepreneurs that are afraid to take the leap – Burke says that fear is normal and also that “there is more than one way to start a business. You can do it part-time and keep your job for instance. But overall the point of owning a business is to do something you truly enjoy”.
Light Energy Systems was awarded Focus On Energy’s 2005 Market Provider of the Year Award.
Is the Midwest the next Middle East?
Tony Hartmann and Great Lakes Biofuels
Tony Hartmann has a vision. He sees municipalities with fleets of bio-diesel vehicles: fire trucks, police cars, snowplows with highly efficient engines fueled by bio-diesel fuel. He envisions the US increasing the percentage of diesel vehicles from the 3% currently in use to 50% (what Europe has in use now). “The Midwest can be a net exporter of energy” says Tony Hartmann, CEO of Great Lakes BioFuels (GLBF), “with its rich farmland and the capacity to grow corn, soy, and canola crops that can produce fuel oils”. Jamie Derr (COO) chimes in “Yeah the Midwest is long on protein; short on energy”. That’s what he and other farmers have always said. Jamie is a farmer but a rather unconventional farmer; He’s a farmer that is also a biodiesel pioneer and grassroots organizer. Since 2002, he has conducted conferences and workshops throughout the country explaining and promoting the many benefits of biodiesel. And as a driving force behind the Wisconsin Soy Growers Association he has testified on behalf of the Wisconsin Clean School Bus initiative before the state legislature, and has been an active e member of the National Biodiesel Board (NBB). Tony Hartmann with over 25 years of management, sales, marketing, and training experience has worked in alternative energy, computer hardware, commercial real estate and communications – where in 1996 he founded his own training firm – CommunicArts. Most recently Hartmann worked for the hydrogen technology start-up Virent Energy Systems. He also has a master’s degree in International Management from the Garvin School of International Management. The experience of the two men is vast and complimentary.
The formation of Great Lakes. Great Lakes Biodiesel was formed in 2005 to “produce, promote, and sell carbon-neutral fossil fuel replacements. Jamie Derr, a self-described “renewable energy geek” met Tony Hartmann and Rich Path at a “National Bio-Diesel Board” conference in 2005. At that time petroleum crude-oil prices were at an all time high and the federal government began offering a federal tax credit of up to $1 per gallon for every gallon of biodiesel produced. This was the first time that market forces converged to make biodiesel an economic alternative to petroleum-based fuels. The three saw an opportunity to turn Wisconsin crops into energy.
What is “Biodiesel”? Biodiesel is a clean burning ester-based alternative fuel produced from domestic renewable resources such as soy oil, canola, oil, recycled restaurant fryer grease or animal tallow. Biodiesel contains no petroleum, but it can be blended in any ratio with petroleum diesel to create a biodiesel blend or it can be used in its pure form. Biodiesel can be used in any diesel engine with no major modifications – cars, buses, trucks, construction equipment, boats, generators, or oil home heating units. Biodiesel is simple to use, biodegradable, nontoxic, and essentially free of sulfur and aromatics. The benefits of biodiesel include:
- Reduced exhaust emissions
- New markets for Wisconsin grown seed-oil
- The recycling of waste-streams into high-value fuels
- Renewability and reduced foreign oil dependence
- Safety, reduced flammability
- Improved lubricity for engine components
Where does it come from? Biodiesel is produced from crops grown right here in Wisconsin; crops such as soybeans, canola or corn. It can also be made from recycled oils such as restaurant fryer grease.
In the spotlight. Right now alternative fuels are getting a tremendous amount of publicity. The price of fuel combined with Middle East instability and global warming has created a strong will to look seriously at fuel alternatives. Perhaps more importantly there is a true bipartisan interest in alternatives. Tony Hartmann says he “feels a bit like the flavor of the month” with all the attention. Hartmann said, ““We live in the land of excess and we cannot produce our way out of it”. He sees a true grassroots movement to alternatives with biodiesel playing a big part.
Challenges and Success. Tony & Jamie believe that to be successful GLBF needs to focus on which profit centers make the most business sense. There are opportunities in retail, distribution, production, research & development, and in education & training. Hartmann believes that the success they’ve experienced thus far is due to the “fairly intelligent American public” who have embraced the concept of fuel alternatives. Success, Hartmann feels, is “determined by sheer perseverance”. And he feels that GLBF has the work ethic, the knowledge, and the expertise to be wildly successful.
Incubators can help. GLBF’s office is located in the heart of what some might call the “Crunchy Crowd” or “ Green Crowd” neighborhood. This neighborhood is filled with what Hartmann calls the “early adopters” or folks who are quick to adopt new technologies and new methods. Madison Enterprise Center at 100 S Baldwin Street houses 12 start up businesses offering everything from coffee roasting to web development services. The Madison Enterprise Center is Common Wealth Development’s business incubator, which provides affordable rent and business support services to entrepreneurs. The light-industrial nature of the MEC building gave Hartmann the opportunity to get into a business environment and to have a space to do research and testing of their biodiesel processes. A loading dock, a forklift, and the ability to glean wisdom from other businesses is an added bonus. The affordability of the space and the location sold Hartmann. Since they’ve located their offices at the MEC he’s been impressed with the credibility and connections that the facility provides. He’s found that their business gets additional credibility from State of Wisconsin staff and other business-assistance-providers when they find out that they’re located in the Madison Enterprise Center incubator. Everyone seems to know MEC! Credibility and validation for new companies can be crucial. Staff at the MEC has also set up meetings with Wisconsin Entrepreneurs Network staff to help Hartmann and Derr plan the successful development of their business.
Advice to entrepreneurs. Hartmann’s advice to would be entrepreneurs is to do your homework; to know your market; and to develop a relationship with lenders. “You must have a compelling story to tell and you need early adopters and testimonials” says Hartmann. Hartmann is also a firm believer in the ”80/20 Rule”. This rule states that you should never wait until you are 100% to make decisions because then you never will. You should act when you are 80% sure.
The future. Based on Hartmann’s past successes there’s no doubt that he will take Great Lakes BioFuels to the next level. After all who doesn’t want to ride a city bus powered by recycled cooking oil? Who doesn’t want a cleaner healthier environment, with lower emissions? Now that I’m at least 80% sure of.
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Did You Know?
What are business incubators?
Business incubators nurture the development of entrepreneurial companies, helping them survive and grow during the start-up period, when they are most vulnerable. Incubator programs provide their client companies with business support services and resources tailored to young firms. The most common goals of incubation programs are creating jobs in a community, enhancing a community’s entrepreneurial climate, retaining businesses in a community, building or accelerating growth in a local industry, and diversifying local economies.
How many business incubators are there?
Today, there are about 1,000 business incubators in North America, up from only 12 in 1980. There are about 4,000 business incubators worldwide. The incubation model has been adapted to meet a variety of needs, from fostering commercialization of university technologies to increasing employment in economically distressed communities to serving as an investment vehicle.
Are you an entrepreneur looking for space?
The Madison Enterprise Center (MEC) is the ideal place to BUILD YOUR BUSINESS. The MEC offers light industrial and office spaces at very affordable rates in the heart of the Williamson-Marquette neighborhood in downtown Madison. One of the great benefits of locating your business here is that you get a built-in support system of other entrepreneurs. These folks can provide you with advice, connections, and answers to your business questions. The MEC provides a fun lively atmosphere with a wide variety of businesses. Also provided are high-speed T-1 Internet access, shared conference room, on-site manager, and business assistance and referral services. We currently have spaces ranging from 707-3,864 square feet.
Main Street Industries (MSI) provides a supportive environment for more established businesses. Offering light industrial and office space at affordable rates just one mile east of the Capitol. This 50,000 square foot building offers 19 well-insulated, air-conditioned, accessible spaces also in a great business environment. Provided are protected loading bays with scissors lift and pallet jack, shared conference room, business assistance and referral services, on-site parking, and more. We currently have suites ranging from 930 – 1,887 square feet.
For detailed current availability call 256-6565 or sarah@cwd.org
Meet our Businesses!
Madison Enterprise Center Businesses
Main Street Industries Businesses
Thank You to Our Funders
Common Wealth Development sincerely acknowledges Madison Gas & Electric (MG&E) for providing support for the Madison Enterprise Center. MG&E, the building owner, generously leases the historic Gisholt building at 100 S Baldwin Street to Common Wealth Development for a nominal charge.
Both incubators – The Madison Enterprise Center and Main Street Industries - were made possible through the generous support of many donors:
- Madison Gas & Electric
- City of Madison Community Development Block Grant
- Common Wealth Development Trust
- Associated Bank
- U.S. Department of Health and Human Services, Office of Community Services
- U.S. Department of Housing and Urban Development, Demonstration Neighborhood Program
- City of Madison Capital Revolving Loan Fund
- Madison Community Foundation
- Mayor’s Neighborhood Initiative
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