From making cabinets in Northern California to helping women across the country build the kitchens of their dreams, Camille Fina knows what it takes to turn a brick-and-mortar shop into a successful online business.

Camille is a kitchen designer and cabinet maker with over 35 years of experience. Through her online program Kitchen Remodel Rockstar, she’s helped thousands of women learn how to talk to contractors, develop a detailed budget, and create a design plan for their dream kitchen. 

Camille is also the host of the Kitchen Sink Podcast and the creator of the Carpentry U Scholarship Fund. Every year, she donates $100,000 to women and girls who want to work in the trades. 

Know Your Customer

From day one in her cabinetry business, Camille knew exactly who she wanted to serve. While most cabinet makers work with builders and market to men, Camille decided to target women and sell direct-to-consumer. Specifically, she wanted to work with “regular families” – the ones who couldn’t afford to spend $75,000 on kitchen cabinets but still wanted the job done right. 

Camille zeroed in on $12-20k kitchen remodels, a sweet spot that was faster, easier, and more profitable than the larger projects her competitors took on. She developed a sales strategy that spoke to her target market and the business quickly took off.

Transitioning to an Online Business Model

As Camille’s 50th birthday approached, she felt it was time for a new adventure. She decided to launch a podcast to share what she’d learned from decades in the kitchen industry. The show was a success, and it wasn’t long before she had women contacting her from out of state for help with their kitchen remodels.

Since she was serving the same target audience, Camille applied the strategies that worked in her cabinetry business to the podcast. She used Facebook ads to drive traffic and started selling virtual kitchen design packages, helping clients plan, measure, and assemble their dream kitchen. 

And if they need cabinets as well, Camille proudly ships nationwide.

Enjoy this episode with entrepreneur Camille Fina…

Quotes

“Without customers, you don’t have a business. It’s that simple.”

“My marketing brain started thinking, ‘I wonder if I could design a kitchen for someone in Georgia.’ Could I apply the things I do in my regular world?”

“I wanted a way to be there digitally without being there physically.” 

“There were a lot of failures in there that didn’t work. But enough of it worked to keep me going.”

“Everything I’ve ever done in any business, I’m always trying to make an impact. I’m always trying to change the industry in some way–it’s personal to me. The kitchen design industry for me is personal, with women and empowerment and not getting taken advantage of.”

Links mentioned in this episode:

Visit Camille’s website: https://kitchenremodelrockstar.com/ 

Send Camille an email: [email protected]