Lab lessons: Roadcase.com VP shares how ASU's SMB Lab fueled growth and efficiency

The Arizona-based audio/visual equipment case manufacturer gets expert guidance on improving talent retention and streamlining operations, setting the stage for a record-breaking year.

The W. P. Carey School of Technology, Innovation, and Entrepreneurship's Small and Medium-sized Businesses (SMB) Lab, established in 2022, brings together ASU faculty, business leaders, economic development professionals, and Southwest Valley Chamber of Commerce (SWVCC) members to address the challenges faced by local companies. The lab has become a valuable resource for helping small businesses thrive by offering tailored, actionable solutions. Read about the SMB Lab's origin by clicking here.

Austin Engstrom is vice president and partner at Roadcase.com, a customizable case manufacturing operation focused on producing audio/visual equipment cases for the entertainment industry. Based in Buckeye, Arizona, the company has experienced steady growth since 2020. Engstrom says the SMB Lab helped Roadcase.com identify and retain talent and improve operational efficiency, and the organization is on track to make 2024 its most profitable year yet.

Question: How did you get involved in the SMB Lab?
Answer: My business partner — Roadcase.com President and CEO Eric Gilbert — was invited to participate in the lab by Sergio Cardenas and Tiffany Zettler from Comerica Bank. We were excited to be invited!

Q: Why did you want to participate in the lab?
A: We wanted to gain access to valuable resources, collaborate with ASU experts, and connect with other local businesses. The SMB Lab offered us opportunities to engage in innovative problem-solving, foster meaningful partnerships, and contribute to the growth of Arizona's small and medium-sized business ecosystem.

Q: What issues did you discuss?
A: We explored several of Roadcase.com's business challenges, including making our manufacturing process more efficient and identifying ways to use more sustainable materials in one of our key products. We build some of our cases using fiberglass and gel coating, and we wanted to focus on exploring more sustainable, cost-effective, and structurally sound alternatives. Another topic we discussed during the lab was our workforce — specifically, ensuring the right people are in the right roles and cultivating strategies to boost employee efficiency, engagement, experience, and motivation.

Q: What solutions did the lab present, and what were their outcomes?
A: The lab produced many great ideas, mainly focused on attracting and retaining talent. W. P. Carey students also completed capstone projects based on our business challenges, and the main solutions presented were related to our manufacturing flow. The students presented their projects in our facility and focused on inefficient spots in our operations, specifically the area where we cut and install foam in our cases. The students identified many ways to improve our operations and calculated our cost savings based on their solutions.

Q: Why is the SMB Lab a unique resource?
A: The lab is a great opportunity to get expert feedback on your business. Sometimes you are so busy working in the business that it's hard to step back and work on the business. The lab is also a free resource, which is particularly helpful and brings a lot of value to small business owners. We also appreciated the opportunity to have a positive impact and be a resource for the students to experience real-world business challenges and solution applications.

Q: What advice would you give to future participants?
A: Lean into the help and ask questions. Sometimes it is difficult to stop and find the time to answer student questions, but remember that they are here to help, and you will get out of it what you put in.