How do you manage to lead a traditional craft business successfully into the future?

Our graduate, Johannes Forstner, knew early on that he would take over the family business. However, to make the company sustainable, he quickly realized that he needed more than just manual skills. Therefore, he decided to study Marketing & Sales at FH CAMPUS 02 to acquire the necessary skills in sales and customer loyalty.

In our interview series “Graduate of the Month,” he talks about how his studies helped him grow as an entrepreneur and successfully take his business to the next level.

What made you decide to study the Bachelor's program in Marketing & Sales at FH CAMPUS 02? 

It was clear to me early on that I wanted to take over our family's carpentry business one day. After completing compulsory school, I decided to attend the HTL Villach, specializing in furniture construction and interior design. After graduating, I immediately began working for our company, initially in production to learn the trade from the ground up. Gradually, I also took on office duties, particularly in work preparation and project management.

While I felt very confident in my technical skills, I realized that I lacked both in-depth knowledge and practical experience in sales. I wanted to acquire precisely this knowledge to successfully run our business in the future. Therefore, I decided to pursue the Bachelor's degree program in Marketing & Sales at FH CAMPUS 02.

Can you share a special memory or highlight from your time studying?

A highlight took place right at the beginning: the get-to-know-you days. These days together were not only an opportunity to make initial contacts, but also the perfect start to growing together as a group. Another milestone was the implementation of a market research project directly for our family business. This practical application of the acquired knowledge was not only exciting for me, but also particularly valuable. It was a fantastic opportunity to combine theory and practice while creating real added value for our company.

The content of individual courses also piqued my interest, such as the lecture on buyer behavior. It gave me deeper insights into customer decision-making behavior—knowledge I actively apply today in our company.

Which skills or knowledge that you gained during your studies have helped you the most in your career? 

When I began my studies, I would never have imagined that I would one day confidently stand in front of a group and speak freely. The mere thought of it made me nervous. But this is precisely where my studies at FH CAMPUS 02 helped me enormously. The courses focusing on presentation techniques and communication skills, in particular, helped me overcome my shyness. Over time, I developed increasing confidence in presenting my ideas and projects convincingly. This skill accompanies me in my everyday professional life. Whether in client meetings or internal meetings – presenting clearly and confidently is a skill that is required in almost every situation.

What did your career path look like after graduation? What stations did you go through?

Even during my part-time studies, I was actively involved in our family business. While this dual responsibility was challenging, it gave me the opportunity to directly apply what I had learned and continuously develop our business.

After graduating, I was able to fully focus on continuing and expanding our company – with impressive results: Within just a few years, we grew from five to 18 employees, built a modern production facility, and significantly expanded our customer base. Today, our clients include not only private clients but also public institutions, which has significantly expanded the range of our projects. At the same time, I completed my first residential construction project and am currently completing the real estate trustee course at WIFI Klagenfurt.

You took over management of the family business about two years ago. What challenges have proven particularly challenging?

The takeover was primarily a formality, as my mother had given me management responsibilities early on. In a small company, individual performance counts more than standardized processes. It's therefore all the more important to build a motivated team that you can rely on while also giving them freedom. This process takes time—it took me several years. However, once you've got your team ready, there's almost nothing you can't accomplish together!

Has the company's appearance or brand identity changed since the acquisition? If so, why and how?

After taking over our family business from my mother, née Schneider, it became clear to me that the look and brand identity needed an update. My goal was to present the business in a more modern and attractive way for potential customers and future employees.

A key step was the renaming: "Tischlerei Schneider" became "Schneider Forstner Interior." This new name not only reflects the continuation of the family tradition, but also expresses our expanded range of services. In addition to traditional carpentry, we now focus on topics such as interior design, project management, and the trade of goods – from high-quality appliances to interior design. The term "interior" perfectly summarizes this modern and diverse offering.

Are there specific trends or developments in the field of Marketing & Sales that students should keep an eye on?

There are numerous trends in marketing and sales that can help companies position themselves successfully in the market. However, from the perspective of a craft business, two key factors remain as important as ever: authenticity and customer relationships.

Authenticity remains the key stylistic element for a company's virtual presence. Whether it's a website, social media, or other digital platforms, it's all about conveying a company's values ​​and uniqueness in a credible and approachable way. Especially at a time when customers are increasingly researching and comparing online, an authentic appearance is a key to building trust and standing out from the competition.

In sales, however, something else takes top priority: the personal customer relationship. A good relationship with customers goes far beyond the sales process itself. It not only ensures customers return time and again, but also makes working together more pleasant and efficient.

How important do you think further education and lifelong learning are in this field?

Continuing education and lifelong learning are extremely important in today's professional world – and this is especially true in the areas of marketing and sales. Customers are much better informed today than they were 30 years ago. Thanks to digital media and the constant availability of information, they have a much broader overview of products, services, and markets. They expect us not only to have in-depth specialist knowledge, but also to be familiar with and able to apply the latest developments.

What advice would you give to students who are thinking about taking over a family business?

Taking over a family business is an exciting but also demanding challenge. I took on responsibility early on – both for the financial aspects and for the well-being of our employees and customers. This responsibility requires not only professional knowledge but also a high degree of personal maturity. Many of the skills I possess today I have developed over time by working my way through the various tasks. Those who are willing to take on responsibility, take calculated risks, invest the necessary time, plan for the long term, and pursue their work with passion will always be rewarded as entrepreneurs.

Auf ein paar Worte mit Johannes:

I still have from my time at university...

• … a planter I built for a presentation.

Who has inspired you?

• My colleagues

If I were to study again, I would...

• … postpone my career goals for a year so that I have a little more time for my studies.

My studies in 4 words:

• Night shifts
• Friendships
• Corona
• Descriptive statistics