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How to pivot from coffee to demolition.
An interview with Kent Sheridan, Owner of Swift Demo.
Bryan Shankman
March 20, 2025
Welcome to this week’s edition of The Workbench, a resource-rich weekly newsletter and podcast for home services entrepreneurs.
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For this edition of The Workbench we spoke with Kent Sheriden (@kent.fyi), Owner of Swift Demo - a demolition business based in Atlanta. We explore his shift from film and coffee to a successful demolition business. Key takeaways include the importance of being open to new opportunities, fostering a positive company culture, and starting lean for smart growth.
The 8 Key Takeaways
Below are the 8 most essential insights from my conversation with Kent that you can apply to your home services business today.
1. From Cameras to Coffee to Demolition
Kent’s path into demolition wasn't something he foresaw, as he originally started in the film industry. Frustrated with the industry's direction, he left film and ventured into the coffee business, where he learned valuable lessons about culture and branding.
However, after his coffee venture faced cash flow issues and shut down, his mother-in-law suggested trying out demo work.
Initially skeptical, Kent took a chance on this new direction, which turned out to be a viable and successful venture. His journey from film to coffee, and finally to demolition, illustrates the unpredictability of entrepreneurship and the surprising, but rewarding, turns it can take.
I came out of the coffee business feeling defeated. My mother-in-law suggested demo work and though skeptical, I figured, why not? I drafted a pro forma and saw its potential—it was straightforward, positive cash flow, and I was hooked after the first year.
2. Building a Strong Company Culture
Drawing from past experiences, Kent emphasizes a strong company culture, which leads to exceptionally low employee turnover.
This is not only a testament to his leadership but also a clear business advantage. By fostering a supportive and positive work environment, Kent builds a team that is as invested in the business's success as he is.
Such an approach ensures sustained productivity and satisfaction among employees. A positive culture not only retains employees but enhances service delivery in a home service business.
The biggest thing I brought from the coffee business was culture—creating a vision and workplace where negativity isn't tolerated. We're here to serve, and that means an uplifting environment.
3. Start Small, Grow Smart
Starting with just the essentials allows for growth without burdensome overhead. Kent learned quickly and built his business model around simplicity and efficiency.
This lean approach meant he could adapt and scale without being encumbered by unnecessary expenses, ultimately maximizing profitability.
Home service owners can benefit from this by staying agile and financially sound during the early stages of their business.
I showed up probably dressed wrong, lacking the right gear, but I was ready to learn and committed to focusing on it for two years without getting distracted by other opportunities."
4. Residential vs Commercial Revenue
Swift Demo balances its revenue streams between residential and commercial projects, ensuring a near-equal distribution that mitigates risk and capitalizes on diverse market demands.
Both sectors operate primarily within a B2B model, focusing on partnerships with general contractors and builders rather than direct consumer sales. This approach allows for streamlined operations and consistent workflow, enhancing reliability and predictability in revenue flow.
By maintaining diverse income sources and cultivating strong business relationships, Swift Demo is well-positioned to handle market fluctuations and leverage varied opportunities, ensuring long-term stability and growth.
We were around 54% residential and 46% commercial. This diversification helps us manage fluctuations and maintain steady growth. We’re in business with the GCs, not just the homeowners, and that's how we get most of our recurring jobs. It's about balancing streams to manage fluctuations and maintain steady growth.
5. Getting Creative with Marketing
While digital marketing grows, Kent finds traditional methods like yard signs and cold calling immensely effective.
These methods create a personal touch, allowing the business to build relationships that digital ads might not. This direct form of outreach not only helps in acquisition but also strengthens community ties and local recognition.
In an industry reliant on trust, such grassroots strategies can cultivate lasting client relationships.
Yard signs and cold calls have been surprisingly effective. They're unexpected for a demo company and really capture the interest of GCs.
6. Brand Building in Demo
Kent leveraged branding expertise to distinguish Swift Demo in an industry not known for modernity.
By creating an image that breaks conventional norms, he positions Swift Demo as a forward-thinking and reliable partner in the demolition space.
This modern branding appeals not just to clients but also future employees who wish to work for a contemporary firm. Effective branding, therefore, acts as a catalyst for recruitment and client attraction alike.
We worked with an agency to create a sophisticated look. It breaks the mold and communicates professionalism, which is rare in this space.
7. The Valley of Despair
Navigating challenging business periods is critical; persistence often precedes growth and success.
This challenging phase, commonly experienced by new businesses, tests resilience and adaptability. Kent's experience shows the importance of believing in your business model and being patient for the compounded efforts to bear fruit.
The ability to endure these tough times can set a business apart and solidify its foundation for future growth.
You just have to push through because nobody knows who you are. That word of mouth hasn't taken effect yet. It's real and it's hard, and it keeps a lot of these guys who get started, get excited. And then, you know, they go through that dip, that season where, you know, for me, it was always like, I never realized this for years
8. Effective Hiring and Team Building
Hiring for cultural fit and potential is prioritized over direct skill matching, ensuring alignment with company values.
This proactive approach ensures that new team members enhance rather than disrupt the workplace environment.
By cultivating a team aligned with Swift's vision, the company ensures long-term organizational harmony and sustained growth.
Employee engagement and retention are therefore ensured through deliberate and thoughtful practices.
My first hire in 2022 is still with me today as a demo person. And so are my second and third hires. We've had almost no turnover, no negative turnover, only, you know, weeding some people out. And I don't know how we do it, honestly. It's kind of crazy because demo's hard. It's like roofing; it beats you up. Somehow we've just created a culture that people stick around and they love what they do. Obviously, we pay well also, but I'm super blessed to have the guys that have just stuck with Swift.
Looking Ahead
Kent plans to organically grow his business by expanding services and stepping into larger demo projects. He's focused on scaling thoughtfully, ensuring that each new venture is aligned with his company's capabilities and market demand.
By targeting full-scale demolition in Oregon and tapping into the abundant commercial opportunities in Atlanta, Swift Demo aims to broaden its service offerings while maintaining high-quality work standards.
In Oregon, we want to explore full-scale demolition. In Atlanta, there's a lot more commercial opportunity, which we’re excited to tap into.
Wow! You made it to the end; thanks for sticking with us.
The full interview with Kent is available on YouTube below, Spotify here, and Apple Podcasts here.