HOW TAP HELPED A FENCING BUSINESS BREAK BARRIERS

Louis E. Page Inc., a fencing and specialty wire mesh distributor based in Whitinsville, Massachusetts, has been serving contractors, installers, and purchasing managers since 1893. Now in its fourth generation, the business is led by Debbie Page, who stepped in to help her husband run the company in 2011 and became the sole owner after his passing.

A nurse and lactation consultant by training, Debbie brought a personal passion for service and a professional drive to modernize the company’s operations. She digitized core systems, implemented Fishbowl and QuickBooks, and began planning for long-term sustainability. But by 2024, supply chain disruptions, manual processes, and rising debt had created roadblocks that demanded outside expertise.

That’s where TAP came in.

A DEEP DIVE FOR A COMPLEX CHALLENGE

TAP supported Louis E. Page through a Deep Dive consulting engagement — a multi-month, high-touch program that pairs two consultants with each small business owner to deliver customized support. The goal was clear: help stabilize operations, restore profitability, and chart a path for either growth or eventual succession.

PRE-TAP CHALLENGES

When Debbie began working with TAP in late 2024, her business faced several strategic and operational challenges:

• Revenue had declined significantly from its peak in 2020

• Substantial debt across multiple sources of financing

• Customers lacked access to online ordering, requiring phone or email communication to place purchases

• Some vendors had begun bypassing the distributor to sell directly to end clients

• High costs, debt obligations, and limited storage capacity were placing pressure on profit margins

• Facing a pivotal decision—grow, exit, or lay the groundwork for both.

  
  

TAP's FOCUS AND RECOMMENDATIONS

Over the course of four months, TAP consultants Laurie Dennis and Kristen Santora worked closely with Debbie to deliver customized, actionable strategies. Areas of focus included:

• Guiding the selection of a Shopify developer to build a fully functional e-commerce site

• Consolidating and streamlining multiple digital properties into a single core brand domain

• Leading a cash flow analysis and forecasting exercise to improve financial visibility

• Advising on strategic debt repayment to reduce financial pressure

• Conducting a vendor contract analysis and supporting a pivot from Chinese to Italian suppliers

• Helping plan and launch a targeted outreach campaign to 350 existing franchise buyers

MEASURABLE IMPACT

TAP’s engagement led to immediate action and renewed momentum:

• Paid off a large portion of high-interest debt in a single payment

• Launched development of a new e-commerce site in collaboration with a Shopify expert

• Invested in overhauling and unifying the company’s online presence

• Initiated a targeted outreach campaign to re-engage top B2B customers

• Improved vendor relationships, securing better pricing and higher-quality products through renegotiation

• Adopted stronger financial discipline, including scenario planning to support long-term decision-making

• 
  

CLIENT REFLECTIONS

“It was incredibly favorable to have these hour-long meetings with my TAP consultants Laurie and Kristen. Being face-to-face with them for an hour was both empowering and enlightening, and I feel that these were crucial parts of the TAP program. Also, their business backgrounds brought tremendous experience and expertise.”

— Debbie Page, Owner, Louis E. Page Inc.

CONSULTANT REFLECTIONS

“Building supplies is a new industry, so I found it super interesting. Debbie was very engaged in the Deep Dive and was happy to teach me about the building supply industry.”

— Laurie Dennis, TAP Consultant

“One of my first projects! I felt that Laurie and I had a good combo of finance and marketing insight.”

— Kristen Santora, TAP Consultant

LOOKING AHEAD

With a new e-commerce site underway, stronger vendor relationships, and clearer financial discipline, Louis E. Page Inc. is entering its next chapter with renewed confidence. Whether scaling for long-term growth or preparing for a future transition, Debbie is focused, future-oriented, and no longer navigating alone.

READY TO GROW BUSINESS?

With over a decade of experience working alongside small business owners, TAP provides trusted, no-cost services designed to help you navigate challenges, seize opportunities, and grow with confidence.

Are you a small business owner looking for expert support at no cost?

Apply for a free one-on-one consultation to access personalized support and take your business to the next level.