From debris to opportunity

Bob and Brian Madden learned the importance of quality products and customer service 27 years ago when they joined their father in developing a neighborhood mulch business to help earn money for college.

In the process, Bob and Brian learned that, regardless of what they sold, they had to seek out customers through low-cost, direct marketing and make sure customer satisfaction was a priority.

Over the years, they’ve continued to emulate their father’s consistent model of going the second or third mile for customers – and doing it with a smile. The efforts led the two to establish Madden Brothers, a multi-service, multi-product business in Brunswick, Ohio, that includes portable wood waste grinding.

Interestingly, they didn’t set out to develop a grinding business.

“Our firewood business led us to identify local people and businesses who needed to dispose of wood that was suitable for firewood,” Brian says. “By contacting area tree companies and offering to take the debris they generated, we began stockpiling wood we could resell. What we didn’t realize is that, over the course of a year, people often hauled in wood that contained debris. We ended up with such a massive pile of wood that we used skid-steer front-end loaders to try and pull out the logs we needed.”

Golden opportunity

When the Maddens’ township board required them to dispose of the growing pile of wood scraps and debris, they found themselves in a dilemma. Environmental Protection Agency regulations prohibited open burning of the debris.

“In our search for a solution, we found a garbage company with a tub grinder we could use to grind up our pile of debris,” Brian says. “Our initial thought was to grind the material and use a dozer to push it up and over a hill on our property so it wouldn’t be visible to the public. It could quietly deteriorate.”

As their grinding plans progressed, the brothers realized their mountain of debris was really a mountain of financial opportunity.

“We were looking at a pile of money,” Brian says. “Ground up, the debris could be used for mulch. We ended up grinding the pile and selling the mulch for $8 a yard. We could barely keep up with the demand for it.”

For the next five years, the Madden brothers continued to stockpile wood suitable for firewood products and grind any added debris to sell for mulch. After contracting with a grinding company each year, they decided it was time to purchase their own grinding equipment.

“We have always loved equipment,” Brian says. “What guy doesn’t love equipment? We demoed a Morbark 1300 tub grinder for three or four days and cut a check to buy it.”

The tub grinder, manufactured by Morbark Inc., combines heavy-duty construction with the latest grinding technology. An integrated control system allows operators to monitor critical machine parameters. Featuring a full breakaway torque limiter system, hydraulic augers and a laser-cut hammer mill, the 1300 tub grinder is designed for easy maintenance, according to Morbark. The machine’s replaceable, one-piece anvil and tub floor wear plates reduce downtime, the company adds.

“Our expectation was that, with that great big machine sitting in our parking lot, our phone lines would automatically blow up with requests to hire the machine,” Brian says. “That’s not what happened.”

So the Madden brothers returned to the marketing techniques they used in their first days of mulch sales.

“To find our first customers when we were still teens, we made fliers and handed them out door to door in our neighborhood,” Brian says. “We cut letters for the fliers out of newspaper ads and pasted them onto white paper. From that point, we made photocopies of the flier and put fliers in mailboxes.”

The Maddens also take advantage of social media to get the word out about their services and products.

Using fliers, social media and a “smile and dial” campaign, the Maddens reached out to other mulch businesses, compost facilities, power companies and others.

“Before we knew it, we added a new division to our mulch business,” Brian says. “We were part of the grinding industry.”

To further build their network of influence, the Maddens visited regional compost sites and offered feedback on ways to refine and improve composting activities and sales. Many of the relationships built through their activities lead to new or additional business for them.

Molding the business

Over time, the Maddens added support equipment such as loaders and excavators. Staff members are dedicated to operating and repairing grinders, according to the brothers. Their work takes them across Ohio and into Kentucky, Indiana and Pennsylvania.

In addition to private companies and individuals, the Maddens contract with state organizations and agencies for grinding services. They currently operate six locations in Ohio.

With their success in the grinding business came the challenge to remain competitive without compromising quality and service. Careful examination of how they were approaching customers and marketing their services revealed a customer need for education.

“There were times when we were hired to compost products like wood and we knew the facility, landscaper or individual we were working for could make more money by producing a different type of end product,” Brian says. “With that information, we started looking at all our projects to see how we might help customers solve product problems and generate the most revenue. On every job, we provide information about all the customer’s product options so they can make the best decision for their bottom line.”

Madden Brothers also makes customers aware of the details and final cost of a grinding project instead of only providing a per-hour grinding rate.

“We make sure our cost estimates are broken down so customers understand exactly what our charges represent,” Brian says. “Our overall approach to making customer needs our priority has really solidified customer loyalty. We no longer see ourselves as just in the business of grinding material. We’re helping the people who hire us make the most of their products and business, too.”

The Maddens say they have stayed with their Morbark 1300 tub grinder because it gives them the efficient production rates they need to succeed. They also appreciate the machine’s mobility.

“You need permits to move it but the 1300 is self-loading and is a very versatile piece of equipment,” Brian says. “It’s reliable and durable and has served us very well for the past 15 years.”

While Brian and Bob both have college degrees that prepared them for much different careers, the brothers found their love for operating a personal business is what drives them to provide quality services. Not everything they tried along the way worked out. But a passion for their current business activities is reflected in their success.

“I think it’s important for people to do what they love,” Brian says. “Our passion for giving people what they need has turned into a profitable business for us. We typically have a 30- to 60-day waiting list to get to a grinding location. We have a fleet of semis that deliver our firewood, mulch and topsoil to wholesale and retail customers. If our grinders aren’t busy making material for customers, we use them at one of our own locations.

“Our approach to our business is never about us, it’s always about our customers,” Brian adds. “Tell us what your business or product problem is and we’ll help find a way to resolve it.”