Slippery Rock Gazette

Peter J. Marcucci

Photos  Courtesy Alpha Countertops

If you’re in the fabrication business, smile! COVID restrictions are easing up, interest rates are low, real estate sales are through the roof, and new home construction is going gangbusters, all adding up to one thing: higher production rocking and rolling out the door.    

You may be thinking about how to reach much needed higher production goals, and might have already begun searching the Slippery Rock Gazette or talking the talk with a few manufacturers, ready to put more giddy-up into your system, and the decision is just a phone call away. But before making that call, there are concerns that need to be addressed, such as return on investment, durability and training. But maybe the biggest concern should be, “Am I purchasing from a company known for standing behind their products and service, and for how long?”

It was with these concerns and more that we reached out to Sheri Pruitt, co-owner and operator of Alpha Countertops in Russellville, Arkansas. Alpha Countertops has been in business for 15 years with Sheri at the helm for the last six. She has a keen sense for eyeballing the present, while looking toward the future — a future of automation in the shop. 

“My dad, Frank Parson, owns a countertop company in Springdale, Arkansas, about three hours away. It’s also where my husband, Lucas Moore, worked. Then, in 2006, Lucas and I decided we really wanted to start our own company. So my dad partnered with us and became a 50 percent co-owner, and we started Alpha Countertops.”

Unfortunately, in 2010 Lucas was diagnosed with Leukemia and passed away in April of 2014. It was this devastating turn of events that would eventually leave the brunt of running the company on Sheri’s shoulders, she continued. “At the time, I was undecided if I wanted to step up and be an operator of a company. Prior to Lucas’ passing, I just thought I would have a couple of kids and be a mom, and just help out in the background.”

With her dad and a few dedicated employees now running the company, Sheri took the time to think about her loss as well as taking the big step. “It took me over a year to decide what I wanted to do, and that was to embrace it, learn it, and be the best that I can be running the company. That was in 2016.”

Alpha Countertops designed and installed this Leblon Quartzite kitchen for a Conway, AR retail

Better Ways on the Horizon

Fast forward to 2019. Up until this time, fabrication at Alpha Countertops had been quite slow, and meeting installation dates was sometimes quite uncertain. Better ways of doing things were needed, continued Sheri. “About one year prior, my dad had bought a BACA Robo Sawjet for his company, and he suggested I get in touch with them. So I called Nick at BACA, and he said, ‘Come to Michigan and look at the machine!’ So I went and took a couple of my employees with me. We met with Nick, and he showed us what the Robo Sawjet could do.

“At the time, I really wasn’t committed to any brand. My main concern was that I purchase from a company that I could trust and would take care of me. So, when we were researching brands, that’s just the feeling I got from BACA when I met with them. Nick, Lauren, Chuck (Russo, the owner of BACA) and everyone was super sweet and helpful, too, and said, ‘Anything we can do for you.’ I also based my decision on the positive feedback I got from others using the Robo Sawjet.”

The BACA Robo Sawjet is a two-table, combination saw and waterjet, capable of cutting and coring any slab material quickly and accurately.

After cutting components with the Robo Sawjet, such as an island countertops, they can then be edged by hand or by an additional, more automated machine. 

After purchasing the Robo Sawjet, Sheri continued to plan for building the future of Alpha Countertops. “Just a few months ago, we purchased our first CNC, a BACA Edge XL (a combo router, edger and polisher). We love both of our BACA machines and have only had a couple of issues with the Robo Sawjet.
Both issues were taken care of within 24 hours. 

“You can’t beat the customer service you receive from BACA, and I know that if there’s an issue, all I have to do is call and it’s taken care of. They are a very good company to partner with, you can just feel that.”

As for the learning curve, Sheri said, “When we purchased the Robo Sawjet, everyone was very onboard with the transition and learned very quickly while being trained by BACA technicians. Our people were frustrated with the old equipment that we had, and it not being dependable. There is always a little bit of pain with growth, but they embraced the vision of a better company and wanted the same thing I did.” 

Alpha Countertops employs 17 hard-working folks. Three operate the shop while two 2-man crews handle the installations. One person handles CAD operation, one controls inventory, and there’s one dedicated templator. Additionally, there are three to handle sales. The remaining employees are managers,  including Sheri, of course. The company’s radius of service is approximately a one-hour drive time in all directions from Russellville, and they serve a demographic consisting of 40 percent retail walk-in, 50 percent builders, with the remainder being upscale designers. Alpha Countertops does not do any big box fabrication, at least not anymore, said, Sheri. “We quit doing big box four years ago. We felt we could make more money and have less stress working in retail and with builders, so we went after those. This was one of the best decisions we ever made.” 

According to Sheri, before purchasing the two BACA machines, they averaged fabricating 800 square feet per week, and are currently averaging 1,100 square feet per week production, although, the BACA Saw can cut more. “We are maxed out on what the XL Edger can do, right now,” said Sheri. “Our fabrication and installation just can’t handle anymore production right now.” As for the ROI, Sheri said that per year they are able to produce an additional 13,000 square feet for an additional revenue of $635,000 dollars, adding up to a profit increase of $240,000, and a return on investment of 75 percent payback over 1-3/4 years. Additional shop equipment consists of a Farnese Mitre Excel capable of doing precise miters on small to large pieces, and a Marmo Meccanica LCV 711 used for straight, polished edge finishing. 

Above: Alpha Countertops in Russellville,  Arkansas is looking to the future and expanding fabrication production with the help of a BACA Systems Robo Sawjet and a BACA Edge XL CNC

Above: Installation, setup and training on the BACA Systems Edge XL.

Above: The Alpha Countertops fab shop operates a BACA Robo Sawjet, the BACA Edge XL, a Farnese Mitre Excel and a Marmo Meccanica LCV 711 Straight Edge Polisher.

Above: Alpha’s two-table Robo Sawjet in action. Sheri Pruitt: “As for those looking to automate their production line, do your research, talk to others in the industry, and in the end chose who you think is going to take the best care of you. Find someone you trust, because the relationship is very important.”

Higher Production Equals Bigger Discounts on Material Purchases

As a plus, because they now produce more, higher production allows Alpha Countertops to save money on inventory, said Sheri. “We are now able to buy in bulk, which saves money.” Sheri keeps an average of 35 colors in full bundles in stock. Sales are approximately 50 percent granite, 25 percent marble, and 25 percent quartz. To acquire sales, the company is very actively keeping their website current. Social media and word-of-mouth are also important drivers of customer awareness, but there are a few more reasons and one very special attraction, said Sheri. “One big thing that sets us apart from most other countertop companies, is that we are female-owned and operated. There are some groups that this appeals to, such as designers. The other thing that helps us stand out is we focus on customer service, and some people come back and say something like, ‘You cost more, but we really liked the feeling we got here. We felt like you would take care of us, or you were nicer, or you answered my questions.’ Additionally, it’s the quality of what comes out of the shop as well as our installations. I have some great fabricators, and great install crews who reassure the customers, and make sure they’re happy before they leave. So all of these factors are just part of good customer service. There are other companies in the area, but our goal is to not focus on our competition. We just try to be the best we can be at what we do.” 

Above: Mitered Matte Black Cambria table for a local designer’s commercial lobby and coffee area. Below: Steel Gray granite island and tops for a Russellville, Arkansas retail

Above: Alpha Countertops fabricators, installers, sales and management at a recent company picnic.  They are a close-knit team who share a vision of steady growth for the future of the company.

Sheri Pruitt

Innovating and Elevating with Great People and Automation

“Our greatest strength is our employees who share a vision with me and help keep this company moving forward,” continued Sheri. “They are what make our company what it is, and we couldn’t be where we are today without them. They are very loyal to me and to the company, and I care deeply for all of them. I’m most proud that we had the ability to come back and survive. We lost the backbone of this company, my husband, Lucas, who ran it, and we pulled through and grew, and came back better. It wasn’t just because of me. I give credit to God, most of all, my dad and business partner, and a few key employees who stepped up when it was needed. I could have never done it on my own. 

“As for the next five years, our plan is to just continue growing, and to expand our market area. We’ve never grown fast, but we’ve always grown steadily. Sometimes it’s just chasing one bottle neck after the other. I get one thing ironed out and production gets up, then we are going to have to sell more, and that’s what I do every day; chase whatever the next thing is!

“As for those looking to automate their production line, do your research, talk to others in the industry, and in the end choose who you think is going to take the best care of you. Find someone you trust, because the relationship is very important. We’ve found a great partner with BACA.”

For more information please visit www.alphacountertops.net .