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Eco-friendly strategy

Marketing-product firm shifts focus, eyes growth

Charlotte Business Journal - by Adam O’Daniel Staff writer

photo NANCY PIERCE

Showpiece Enterprises founder Lia Lucero decided about a year ago to target clients who were interested in promoting environmental conservation. Now she expects her firm’s revenue to jump to $1 million in 2009 from about $225,000 in previous years.

Showpiece Enterprises sells signs and trade-show displays made from recycled soft-drink bottles and printed with water-based ink. But the purpose of those products’ environmentally friendly traits is another shade of green.

“I’m not a tree hugger,” says Lia Lucero, Showpiece founder and chief executive. “I’m a businesswoman.”

About a year ago, Lucero made a strategic decision to adopt environmentally-friendly materials for her marketing firm’s promotional products, shifting from traditional items.

The four-employee company builds and sells signs, posters and display boards made from 100% recycled materials. The products also are 100% recyclable.

And they’re fueling rapid growth at her small firm.

Make Mine a Million $ Business Award

Lia Lucero, CEO of Showpiece Enterprises named a Winner at the Charlotte Make Mine a Million $ Business competition

Charlotte, NC – Business growth program, out of over 400 applicants, Make Mine A Million $ Business selected Lia Lucero of Showpiece Enterprises as an award winner at the Charlotte, NC event on October 7, 2008 at the Blake Hotel. The exciting event featured female entrepreneurs from North and South Carolina who competed for business development packages that include money, marketing, mentoring and technology assistance to help their businesses grow into million-dollar enterprises. The event also included educational and network opportunities in addition to keynote speeches by Secretary of State Elaine Marshall, Lieutenant Governor Beverly Purdue and Count Me In Founder, Nell Merlino.

Described as a cross between “The Apprentice” and “American Idol,” the competition provided the twenty finalists the opportunity to present their business in a 3 minute “elevator pitch” to a panel of business experts and a live audience. The winners were chosen by the audience and judges who collaborate on the selection process.

Belief in eco-friendly business could make a million

It's not Birkenstocks and burlap.

Today's environmentally aware consumer is all about recyclables and recycling. Nowadays, there's so much more available than you might think for the business community. Fabric and more made from recycled soda bottles and plastics; nylon-free recyclable material-so no off-gassing-for displays; recycled aluminum poles.

And Lia Lucero wants to turn her eco-friendly custom designs for trade-shows and exhibits into a million-dollar business.

Lucero, owner of Showpiece Enterprises on Highway 115 in Cornelius, competed successfully in the "Make Mine a Million $ Business" event in Charlotte Oct. 7. She receives perks as an awardee, including business advice and national exposure.

Lucero joins a network of women business owners who have declared their intent to grow their businesses into million dollar enterprises.