There are still ups and downs for Kateryna and Alex Karasyk when it comes to running Elephant Signage & Display.
After fleeing their war-torn home country of Ukraine in 2017, forcing them to restart their successful 20-year custom signage business from scratch, the company has since completed more than 300 signage and installation projects nationwide.
While business has been operating steadily, growth has slowed in the past six months, according to Kateryna, who serves as managing director.
“We need to scale our business, but to go to the next level, you have to have more working capital,” Kateryna told the Business Journal.
One of Kateryna’s focuses is increasing their in-house capabilities by investing in more production equipment and obtaining an installation license.
“We are not a production company,” Kateryna said. “We are still working like sign experts and consultants.”
She is also concentrating on reducing their prices to better compete in the market.
Kateryna said they’re priced higher than competitors because of the personalized service she provides to clients.
“If you go to Vistaprint or online printed shops, they’re going to be cheaper,” she said. “But customers understand they can come to me. I pick up the phone after 6 p.m. on Saturday and Sunday. They appreciate my time and my effort, so they pay more than they would for a regular printed shop.”
Currently, Kateryna handles all direct sales herself, but says she’d like to hire more people once the company “improves its financial situation.”
Other ongoing challenges include delays in project approvals.
“The permitting process here is much longer than people like,” Kateryna said.
City fees to approve a sign can cost up to $1,500, plus another $1,500 for sign production and $1,500 for installation, Kateryna said, making it difficult for small businesses to afford.
One of the company’s clients is a small, women-owned bakery that is paying around $6,000 for a primary sign.
“It’s really a big price for clients,” Kateryna said. “A big challenge for me is how I can reduce the price for my clients but not lose margin and profit for myself.”
Giving Back to the Community
Within the community, the company is a foundation sponsor of Love Mission Viejo, a group of churches, businesses, nonprofits and city leaders working to address local needs.
Love Mission Viejo on May 16 is hosting its third annual citywide volunteer event, which will feature projects focused on city beautification, school enhancements and helping senior citizens.
Additionally, Kateryna has been a board member of the Mission Viejo Chamber of Commerce for nearly seven years. She says she runs the organization’s marketing and communications to support and promote local women-owned businesses.
“It takes a lot of effort, but I’m happy to give back to this community,” Kateryna said.
