Sierra Wall
NEW AGE Labs began as a mobile laboratory, providing soil and water testing services for the Department of Defense (DOD) and NASA. The business relocated from Benton Harbor to South Haven in 2009, and introduced sap analysis and food safety into their services.
Sap analysis became a core offering for NEW AGE Labs, differentiating them from competitors. Through their customer service based business model, innovative equipment and outstanding employees, the company could ensure faster turnaround times and more accurate results. Our competitors are in the UK so we saw the need for someone here in the US to conduct faster turnaround.
My tenure at NEW AGE Labs began organically, starting with roles in office management and laboratory operations. Given my family’s involvement in the business, it was a natural progression. In April 2024, I was appointed Chief Operating Officer (COO), marking a significant milestone in my career.
Over the past three years, NEW AGE Labs has been implementing an internal succession plan, fostering a more organic growth approach. I joined the team in 2023 to enhance marketing efforts and strengthen customer communication.
Market Penetration and Challenges: The company’s biggest challenge has been educating both internal and external stakeholders about the benefits of sap analysis. Despite this, NEW AGE Labs has seen significant growth, with weekly sample intake surpassing 1800 in 2024, as compared to 2023 with the highest weekly sample intake of 1500.
Marketing and Branding: Recognizing the need for a more effective marketing strategy, NEW AGE Labs has shifted away from external services and is now handling its own marketing and website. This has allowed them to better control their messaging and tailor their content to their target audience.
Expansion: NEW AGE Labs tests all crops, including cannabis but not THC percentage. We just test the leaves as we would for any other plant. With the necessary permits, NEW AGE Labs now can receive and import leaf tissue from almost any country. The sap analysis process is the same no matter the crop.
Beyond Business: While NEW AGE Labs has been open since 1998, it’s important to note that the company continues to have a passion for learning and personal growth. This commitment and continuous improvement has undoubtedly contributed to the company’s future.
“As a family-owned business, I’ve had the privilege of working closely with my family members and staff. Our shared values and goals have fostered a strong and collaborative work environment. Our focus has been on two key areas: sap analysis and food safety. This shared vision has been instrumental to our success. We have 13 employees who make this international company function. Without their passion and focus we would not be here,” says Wall.
Joining the South Haven Region Business Hub
A year ago, I met Debi Howe, who introduced me to the South Haven Region Business Hub. I was excited to find a local business organization, and Debi invited NEW AGE to a podcast. I’m so glad I went. The HUB provided a supportive community of small business owners, and I immediately felt a sense of belonging in my new home town.
One of the most valuable aspects of the HUB was the opportunity to connect with other entrepreneurs. I learn from their experiences, share my own challenges, and build lasting relationships. It was a refreshing opportunity to support and receive support from area small business owners.
Key Strategies and Results
To navigate the challenges and opportunities of business growth, we (Scott and Sierra) sought guidance from industry experts via South Haven Region Business Hub resources. Steven C. Cummings of SPC Consulting, provided invaluable advice on operations, succession planning, and personal/business separation. Steven was a great listener and provided insightful questions and discussions to help us grow and anticipate this next transition in our live/business.
Another key advisor referred to us by the HUB was Angela Schultz, a fractional CFO of Value Added Accounting Services. Her expertise in financial management, assessing business health, and planning for expansion has been invaluable. Angela fills an important role in housekeeping our larger accounts and accounting, and it’s obvious how much she cares for her clients.
Key takeaways from my experience:
- Continuous Learning: The business landscape is constantly evolving, and staying informed is essential. I’ve learned that the best entrepreneurs are always looking to learn new things.
- Openness to Feedback: Embrace criticism as an opportunity for growth and improvement. I’ve found that the most successful businesses are the ones that are willing to listen to feedback and make changes.
- Team Collaboration: Surround yourself with people who challenge you. I’ve learned that a strong team is essential for success.
- Invest in Yourself and Your Team: Prioritize employee development and well-being. I believe in investing in our employees and in return, they invest their best selves to the company as they are all part of its success and growth.
By following these principles, I have been able to successfully navigate the challenges of business growth and contribute to the creation of a thriving company. I’m excited to see what the future holds for New Age Labs, and I’m confident that our best days are still ahead.
Additional words of wisdom for our entrepreneurs (or mentors)?
- If you’re “the smartest person in the room” you’re in the wrong room. Get with people who will challenge you and drive you. Invest in yourself – and invest in your team equally important.
160 Veterans Blvd, South Haven, MI 49090