UglyDeck.com is a Deckorators® Certified Pro Elite and premier deck builder based in the Twin Cities metro area and cofounded by Josh Paden and Bill Barton. The company specializes in providing quality, maintenance-free decks, spiral staircases and pergolas ‒ serving homeowners and contractors alike. Josh and Bill tailor to DIY enthusiasts specifically by offering a unique service that provides DIY deck-building guidance and expertise.
Q: What motivated you to start your own company?
A: We both had experience in the home improvement industry. Josh worked in installation, while I focused on estimating and sales. We enjoyed seeing projects develop and building something from scratch. We wanted to create a better business and focus on growth, efficiency, and providing a great work environment for our employees. So we decided to start our own company, initially named All Season Building Company, before rebranding to UglyDeck.com in 2010.
Q: How did you come up with the name UglyDeck.com?
A: Well, when we started the company in 2006, we had a generic name, All Season Building Company, but we wanted something more memorable and descriptive. One day, people kept coming into our showroom and commenting on their "ugly deck." So, Bill came up with the idea of buying the URL UglyDeck.com, and it stuck. It simplified our name, made it more memorable and conveyed exactly what we do.
Q: Could you describe the roles you both play in the company?
A: I'm more involved in the field, going to job sites, and assessing projects. Bill takes on more of a CEO role, focusing on strategic planning and finding better ways to run the company. We both handle HR and split other responsibilities based on our strengths. For example, I handle banking, while Bill takes care of payroll. We collaborate on important decisions to ensure they align with our goals and values.
Q: How many projects do you typically handle in a year?
A: We handle a variety of projects through our different divisions. Our residential install division works on a couple hundred projects per year. The contractor division services another couple hundred projects, where we either supply materials or handle the installation. Additionally, our DIY division completes around 150 projects per year. Overall, we typically handle around 500 to 600 projects annually.
Q: How many employees do you have?
A: We employ around 25 to 30 people, depending on the time of year. This includes salespeople, production team members, warehouse staff, delivery drivers and various crews. We also work with subcontractors for some projects. The number of employees fluctuates based on the season and project demand.
Q: Have you faced any challenges in finding skilled employees?
A: Like many others, we have experienced challenges in finding skilled employees. To address this, we added a DIY division, where we teach homeowners how to build their decks. This approach not only empowers homeowners but also allows us to serve a broader range of customers. Additionally, we have established partnerships with local trade schools and vocational programs to identify and train potential employees. While finding skilled workers remains a continuous effort, we are proactive in seeking out talent and providing opportunities for growth within our company.
Q: What value does the showroom provide? Why is it important for your business?
A: The showroom is an experience for people. When they come in, they can touch and feel the materials and take samples to maneuver them around. It creates a vested interest in our products. It brings legitimacy to our business and allows customers to come to a physical location, knowing that someone will be there to help them through their project. We also update the showroom whenever manufacturers come up with new product lines, which keeps us up to date and shows customers that we are constantly striving to provide the best options for them.
Q: Can you tell us about your approach to selling and installing materials?
A: Initially, we focused on selling materials as a side part of our business. But over time, we realized that it was becoming harder to find skilled labor. So, we started teaching homeowners how to build their decks through our DIY division. We have a separate salesperson who acts as a coach and guides customers through their projects. This approach allows us to help a broader range of customers, both through our professional installations and by providing support to DIY enthusiasts. It has been a significant avenue for growth for us.
Q: How did you come across Deckorators and what makes the products appealing to you?
A: We initially came across Deckorators through their spindles, which were aluminum balusters. We found the products to be of good quality and started using them. When Deckorators introduced their decking line, it was a natural progression for us to explore their offerings. What makes Deckorators appealing is their ability to check all the boxes. They have good color selection, various price levels and a product that performs well. We trust their brand, and our customers trust us, so it's a mutually beneficial relationship.