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‘ONE’ ROOF Boasting a blend of seasoned, savvy staff
W Writer: Roxane B. Salonen michael k. Smith photography
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| areawoman.com
hen a prospective customer walks into the Floor to Ceiling Carpet One store in Fargo, she might feel overwhelmed at the myriad choices, but she won’t leave feeling that way. The store embraces a unique business model designed to simplify decisions and guide the customer through a project from start to finish — a process that has evolved over time through consumer directive. “Our business model focuses on project coordination, so we’re not general contractors, we’re general coordinators,” said co-owner Steve Hoffman.
A general coordinator helps the customer think through a project, from exterior to interior, assisting in everything from color, lighting, and plumbing choices to forging connections with contractors and builders. The consultation “is just part of our service,” Hoffman added, “with the goal of selling our main products — cabinets, flooring, countertops, and window treatments.” At Floor to Ceiling Carpet One, projects range from entry-level apartment remodels to million-dollarhome construction consultation. The target consumer, according to co-owner Marcus Roman, is Mrs. Consumer. “And she’s got no time. She’s too busy taking the kids to soccer and running the family house. So we provide that idea of coming to one place and helping her with her project start to finish.” Brandi Youngmark, designer, added that it’s natural for women to take the lead in such projects since they tend to be more expressive and inclined toward taking pride in their homes. A mother herself, Youngmark understands the dilemma of the modern woman. “I don’t have time to go from store to store to select things