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Ostrich farming to sign making is natural progression for Bertrand entrepreneur

While the career path of an entrepreneur may seem illogical and confusing to someone on the outside, Sondra Smith’s journey from a degree in animal science to an ostrich farming venture to owner of Those Blasted Signs in Bertrand makes perfect sense.

“I come from a long line of entrepreneurs, and I always intended to own my own business,” says Smith.  “I had ostriches for eight years, but when an opportunity arrived to sell out of the ostrich business, I sold.”

Although ostriches were Smith’s first venture into an entrepreneurial business, drawing, oil painting and working with designs always interested her and led her to where she is today: with a thriving small business in the design and production of virtually all kinds of banners and signs.

An ideal arrangement

Those Blasted Signs was started by Shelley Fastenau, in Bertrand in 1991. In 2002, Fastenau hired Smith to assist her in the business. After working with Fastenau for two years, Smith bought the business.

“I bought name, phone number, and equipment,” says Smith. “Our customers experienced no downtime when the business transferred from Shelley to me.”

Smith’s decision to own her own business stemmed from her desire to work from her home.  “I wanted to stay home, raise my children and be on-call for my farming husband, George,” she says. “We have no hired man, and when George needs transportation or someone to drive the tractor for half a day, I want to be available to help him.”

The business works well for Smith because it can be easily located in her spacious home and the work involves computer graphic design. All she needs to satisfy most of her customers’ needs is a basic personal computer with graphic design software, a plotter that cuts sign vinyl, and a printer.

It's not 'Those Gosh-Darn Signs'

Although the name may sound confusing at first, it all comes clear when Smith explains that one of Fastenau’s first ventures was in making sandblasted redwood signs for clients.

But, says Smith, “I may be purchasing a sandblaster soon and returning in part to the original work of the company. I think it would be fun to design and work with sandblasting on limestone rock.”

In the meantime, Smith makes all types of signs including aluminum and painted business signs, banners, truck/trailer lettering, custom stall cards, ranch signs, window decals, and magnetic signs. One staple of her business is signs for semi-trucks, because every commercial truck is required by state law to have the name, town and DOT number on the cab.

“If someone can think of something they want in the nature of a sign, I can make it,” Smith said. As an example, she said a furniture restoration expert asked her to help replicate a painted design on a piece of old furniture before he restored it.  Smith photographed the design and made a stencil, and he painted the design to match the original perfectly.

Key is 'giving people what they want'

Smith attributes her success in business to giving her customers what they want. 

“People in our area like original designs and I try to put ideas together that are appealing to the eye,” says Smith. “People here like down-to-earth, and cost effective signs that get their message across and catch attention.”

Because Those Blasted Signs has developed a reputation for handsome, well-priced and timely design work, effective marketing is mostly word-of-mouth.  

“I make some special signs for community events, such as the Bertrand rodeo and bull riding to help get my name out,” says Smith. “But for me, a good way to advertise is by having a sign with my name on my vehicle.”

Advantages of rural Nebraska business

While a rural business may create some challenges, it also has advantages.

“Relationships in rural regions often stimulate additional business,” Smith said. “I have done sign work in Holdrege, Arapahoe, Cambridge, Red Cloud, Juanita, and many other local communities. Through word of mouth I have expanded to larger towns such as Kearney, and the high schools in Lincoln. Lincoln Southwest has ordered banners for their senior football players from me for two years now.”

What’s more, she says, the competition is not so “dog-eat-dog” as it is in the city.

“In rural Nebraska we cooperate often with our competitors,” she said. “Some signs are too big for me to manufacture so I will design the sign, and contract the construction to Mike at M&J Signs in Elm Creek. He has been a great mentor and friend to help me in my business.”

About her own business, Smith particularly appreciates the flexibility of being her own boss and that the nature of her work allows her to pursue a career from home.

“Most of my contact with customers is via E-mail so I don’t usually have to drive a lot of miles every week,” she said. “But I work alone here, and I miss discussing ideas with another person.”

An eye on the future

Smith says she is busy enough now to be hiring an assistant, but hasn’t done so yet.

“My son helped last summer,” she said, “but he is off to college this year to study agriculture engineering.”

Although whether she can turn Those Blasted Signs into a family dynasty or not remains to be seen, Smith plans continued growth. For one thing, the ethanol plants being built in the area should be a windfall.

“Ethanol plants bring trucks, and the more trucks there are, the more business for me,” she said.

Her advice to others who have dreams is simple.

“Go for it!” she said. “I’m a risk taker. I don’t want to be one of those people who end up wishing for something they never tried to get.” But, she cautions, “Get your ducks in a line. When you go to a bank to ask for a loan, bring a business plan to show you have done your research.”

Like Smith, you have to keep an open mind. For a true entrepreneur, ostrich farmer to sign maker is just not that strange a journey.

Who To Contact...

Those Blasted Signs
Sondra Smith
43759 Rd 729
Bertrand, Nebraska 68927
308-472-5066
signs@atcjet.net

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