Answer extracted from the Forum Focus podcast — listen to the full episode below.
How do minority-owned construction firms break into new markets?
The biggest barrier for minority-owned construction companies is overcoming the assumption they lack competence. Being listed on a minority set-aside register does not automatically bring work—firms must first build credibility through relationships and demonstrated expertise that goes beyond simply being qualified.
When Cordell Sawyer started Sled Rock Construction in 2009, he faced an immediate hurdle: potential clients had no idea who his company was. Despite his strong background—ten years as a union carpenter and an associate's degree from Balls Park Community College—initial bids received no response whatsoever. When feedback finally came, the message was consistent: prospects simply did not know his firm.
The challenge runs deeper than visibility. Credibility in construction markets depends on established relationships, not just qualifications. A contractor can be fully qualified, properly licensed, and registered on minority vendor lists, yet still struggle to land work because decision-makers lack confidence built through prior interactions or referrals. As Sawyer discussed in the episode, the path forward requires sustained effort to establish those crucial business relationships that many minority contractors find harder to access outside traditional industry networks.
"Leveraging the relationships that we have built and maintained over these 11 years has been the key to growth."
Cordell Sawyer — Founder, Sled Rock Construction. Sawyer grew up in University City and worked as a janitor while pursuing wealth-building education. He became one of the first apprentices in Balls Park Community College's carpenter's associate degree program and spent a decade as a union carpenter before founding Sled Rock Construction during the 2009 recession. He bootstrapped the company by channeling carpenter wages into real estate investments, then leveraging that equity to launch his construction business.
The solution, according to Sawyer's experience, centers on persistence and strategic relationship-building. His first major commercial project—the Love Travel Stop in 2013—came only after years of establishing credibility. The full story of how Sled Rock broke through those early market barriers reveals how continuous networking and delivery of quality work eventually opened doors that minority set-aside status alone cannot unlock.
For minority-owned construction firms entering new markets, the real work begins after qualification. Minority contractor certifications and set-aside programs exist to level the playing field, but they do not replace the foundational step of establishing trust with clients and partners. This requires extra outreach, more direct relationship-building, and a long-term commitment to proving capability through completed projects and strong referrals.
See also
What was the size and nature of the first commercial project for a startup construction firm?
The Love Travel Stop project on North Broadway in 2013 was the first commercial job, where the company performed most of the interior carpentry work.
How did a carpenter transition from union work to starting a commercial construction company?
Cordell Sawyer worked as a union carpenter for 10 years, obtained an associate's degree through Balls Park Community College, and attended a business entrepreneurship program before founding his own firm in 2009 during the recession.
What are the three main paths to acquiring wealth that a carpenter should consider?
According to Cordell Sawyer, the three paths to acquiring wealth are real estate, owning your own business, or investing in the stock market.