Dirk Smith has no fear of high expectations. And considering the depths from which the company he runs – Milwaukee-based Super Steel – has emerged over the last several years, the lofty future goals are a suitable second chapter to what’s already been a quite compelling rags-to-riches business tale.
“In 2010, we did about $27 million (in revenue). This year, we’ll probably do about $68 million,” he says. “We turned the company around. We got it back on stable ground. I would say the turnaround is behind us and we’re back into rebuilding foundation, gaining market share, gaining brand awareness and creating a culture of winners and folks here that want to be a part of a greater solution. We really have a solid strategy to get the company back to $100 million by 2017.”
To read more about the strategy behind Super Steel’s aim for $100 million return, check out the March issue of Business World Magazine.