Driving Success: FullMoon Autoworks Founder Has Grown by Being Bold and Being Smart

Erik Wigger grew FullMoon Autoworks slowly at first, and then quickly expanded as opportunities presented themselves. By staying ready for change and building a strong team around him, he transformed a one-person operation into a respected specialty automotive business.

Two years after we first profiled him, we checked back in with Wigger to see what he’s learned since. While many of the principles that helped him build FullMoon Autoworks remain just as relevant today, experience has given him a new perspective on what it takes to keep growing. Here’s what he’d tell other entrepreneurs now.

1. Seize opportunities when they surface

Many of FullMoon Autoworks’ biggest milestones can be tracked back to one thing: recognizing opportunities when they appeared and being prepared to act on them. It’s a lesson Wigger says continues to define how he thinks about growth today.

Erik Wigger started out as a solopreneur, doing window tinting, paint protection and other automotive film applications. When he took his business to Orleans, in the heart of car dealership territory, FullMoon Autoworks grew steadily. He gradually took on more staff as they attracted more clients.

Then two things happened. His lease was expiring just as the units he occupied were about to go up for sale. He had to find a way to buy the space or move out and start somewhere new.

“I was a sole proprietor for a while, but we incorporated our business about two years before applying for a mortgage. Our books looked really good thanks to our financial mentor’s help, so when the timing got tight, we were able to work things out quickly,” says Wigger.

Working with RBC, he financed the purchase of two units, securing the space his business already called home.

That alone was a narrow window. But while the purchase was underway, a friend pointed out another opportunity. The rustproofing department next door was closing, and the space was available.

Already stretched, Wigger took a second leap, seeking a startup loan through the federal Canada Small Business Financing Program (CSBFP) at nearly the same time as his property purchase. The financing allowed him to acquire the neighbouring unit and add rustproofing to his lineup, expanding the services FullMoon Autoworks could offer its customers. “It was the best suggestion I ever got from a friend,” he says.

2. Build a business based on trust and relationships

At FullMoon Autoworks, they pride themselves on breaking the stigma of the typical automotive shop. Rather, Wigger insists on creating a culture that is grounded in trust and built on solid relationships – both with retail clients and the dealerships they work with. “We train our staff to go the extra mile to form relationships with retail customers. If someone’s in the waiting room, we want to strike up a conversation and really get to know them,” he says.

He treats dealership clients the same way. “Although dealerships are big, fancy glass buildings, there are people in those businesses, and there are people in our businesses – it’s the relationships that keep them working with us.”

3. Invest in marketing

While much of their client base is made up of new car dealerships, FullMoon Autoworks also does a lot of work for the retail public. To attract both audiences, Wigger has consistently invested in building a recognizable brand.

“We run a lot of marketing campaigns, and our branding is very important to us,” he explains, sharing that their company’s signature orange colour features prominently in all their marketing. Their Google ads and landing page are also effective digital tools that work hard at reaching prospects and converting them to clients.

4. Don’t be afraid to specialize

Wigger explains that the shortlist of services they offer is often featured on longer lists of services provided by other general automotive companies. But by specializing in window tinting and complementary services, they are an outlier in their sector. As such, they keep up with trends and technology and focus on quality installation, which means they can offer a superior service compared to their closest competitors.

5. Build a strong team around you

As FullMoon Autoworks has grown, Wigger says one lesson has become clearer than ever: you can’t scale a business alone. Building a capable team has allowed him to spend less time working in the business and more time working on it.

He credits his team with giving the company the ability to react to opportunities and make the most of them. That’s why he invests in their growth and development, compensates them fairly and shows them they are appreciated.

“My approach is to get out of the way and have a bit of faith,” he says. “Let mistakes happen – it’s a natural part of the cost of scaling. Team retention is as easy as taking the time to listen to your people and ask for their input. Eventually, as you step out of certain roles, their input becomes more informed than your own.”

Over the years, Wigger has developed a clear philosophy on hiring and keeping good people. His advice to other owners:

• Hire slow. Interview at least five candidates for any role. Take the time to picture the qualities that make someone right for it.

• Hire for attitude. A positive outlook and a willingness to learn matter more than anything. The best people deliver their best because they take pride in their work.

• Set expectations early. Establish clear job responsibilities up front. Clarity and communication make people effective.

• Don’t micromanage. Once you’ve delegated, resist the urge to take work back, even when mistakes happen.

• Compensate fairly at every stage. Pay your team as well as you can for their skill level, and keep growth opportunities open for them.

Wigger also shares that bringing his external partners into his inner circle – including his lawyer, accountant and RBC team – has worked in his favour. As his RBC Relationship Manager, Diana D’Aoust says, “When we work together, we’re all trying to get to the same goal.”

6. Shift where you spend your time

When we first spoke with Wigger, he was still closely involved in nearly every aspect of the business. Today, perhaps the biggest change isn’t FullMoon Autoworks itself, but the role he plays within it.

After seven years in business, he’s handed off much of the day-to-day to a team he trusts, which has given him the flexibility to focus on where he adds the most value: signing new accounts, coordinating with their marketing agency, managing suppliers, upgrading the facility and building the systems that keep everything running smoothly.

“Any business owner can do it, as long as they have the margins and the courage to keep hiring for roles they haven’t delegated before – and to build the systems to train people for them,” he says. He’s quick to add that stepping back isn’t stepping away – the time he’s reclaimed goes into making sure the business keeps adapting and keeps generating enough work for the team he’s built.

7. Have a customer-obsessed business model

As his role has evolved, one thing hasn’t changed: Wigger’s belief that every business decision should start with the customer. For him, a customer-first business comes down to paying attention – accommodating busy lives while really listening to the customer’s priorities, and standing behind the work. That’s the formula behind FullMoon Autoworks’ success and repeat business.

It starts with the little things – Wigger encourages his team to remember the details about the previous visits that show a customer they’re known and valued. “Whenever we remember the details, it’s a good way to build a connection.”

This dedication is also tested when things don’t go as planned. Wigger sees those moments as a chance to prove what the company is made of. “Sometimes it’s what you do when things are going badly that shows a company’s true colours,” he says. “Our customer loyalty is built on honesty and commitment.”

As FullMoon Autoworks continues to grow, Wigger believes success still comes back to the same fundamentals: staying open to opportunity, investing in people and putting customers first.