Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
23innoVation23thatgotDawngoing.JoesayshetakesprideinwhatDawnx19ssubsequentrecoveryrevealsabouthisfatherx19sfundamentallysoundbusinessmodel.x1cMostcompaniesjustkindoffolditx19sanunbelievablytraumaticandadevastatingprocessbutatDawnwehadstrongvaluesandexcellentproductsthatwecouldholdonto.Thefactthatwenotonlyrecoveredbutexplodedinthewakeofinsolvencyjustacoupleofyearsdowntheroadsaysalotaboutthekindofcompanywex19vealwaysbeen.x1dDawnbeganwithjustasingleemployeeandnowprovideswell-paidmanufacturingjobstomorethanthirtypeople.ThecompanyhasrecentlybegunexploringoptionswithKishwaukeeCollegetodevelopanapprenticeshipprogramtotrainyoungpeopleinmanufacturingandheavyindustry.Joeisfrustratedbywhatheseesasaself-ful6llingprophecyx1cStudentshaveheardtheirwholelivesthattherex19snomanufacturinginAmericaanymoresotheyarenx19tinterestedingoingintoit.Wecanbuyabunchofsophisticatedequipmentbutitx19shard6ndingpeopletooperateit.Ifwetellourselvesthatmanufacturingisdeadthenitwillbe.x1dJimMargaretandJoeBassettwhohaveweatheredthedarkestnightofbusinessknowthatmanufacturingisnotdead.Itx19sDawninSycamoreamomentfullofpromise.Dawnhascreatedoverthirtywell-paidjobsinourarea.Wehaveacompletelytransparentrelationshipwithourcustomers.Theyhateitwhenyoupretendyoudonx19tmakemistakes.Youx19rebetteroffbeinghonestandjustsayingx18Lookherex19stherealityofthesituationandthisiswhatwex19regoingtodoaboutit.x19x1dThiskindofservicemeanscustomerscanexpecttocallandspeaktoJimorJoeorothersalesstaffevenoutsideofnormalbusinesshours.ItmeansthatwhenyouhaveaproblemyouaregoingtogetsomeonefromDawnatyourfarmifneedbe.Thesamesalesandsupportstaffalsocarrytheproductlinetomorethan20farmshowsand6elddemonstrationsthroughouttheyear.JimhaspersonallyputthousandsofmilesonaseriesofDodgetruckstravellingfromtheDakotastoOhiotointroduceDawnproductsandtocultivaterelationshipswithloyalcustomers.NotAlwaysanEasyRowtoHoeJoemakesapointofmentioningthatDawnlikemanyofitscustomerswentthroughsomesevere6nancialdif6cultiesinthelate1990scallingitx1canimportantpartofourcompanynarrative.x1dAtthatpointJimhadtoreexaminethecompany.Hepurchasedallofthecompanyx19soutstandingsharesandgotbacktothebasics