Founder: Lerno Esmaeilian (CEO)
Business: Sign Spot
Revenue/Month: $220K
Founders: 2
Employees: 14
Website: signspotla.com
Location: Los Angeles, California, United States
Founded: 2016
In the commercial heart of Los Angeles, an exceptional father-son business has quietly grown into one of the most innovative forces in custom sign manufacturing. Sign Spot, established in 2016, represents the fusion of generational expertise, family tradition, and technological innovation in the signage industry.
“We didn’t start with a massive announcement or flashy marketing campaign,” says Lerno Esmaeilian, CEO of Sign Spot. “The company began as a partnership between my father and me, building on his 30-plus years of specialized experience in the field.”
The foundation of Sign Spot rests on solid ground. The elder Esmaeilian initiated his career in 1986, concentrating on three-dimensional marketing materials—establishing the craftsmanship principles that would eventually become the hallmark of the company’s reputation.
“My father taught me that precision isn’t just a goal—it’s the baseline requirement,” Esmaeilian explains. “Everything we create reflects that philosophy.”
In 2020, a significant transition occurred when the younger Esmaeilian took full operational control of the business. Despite this leadership change, his father’s influence continues to shape the company’s meticulous attention to detail and unwavering quality standards.
“Taking the reins was about honoring what came before while pushing forward with new ideas,” Esmaeilian reflects. “It’s not just a company to me—it’s a continuation of something deeply personal.”
The Los Angeles operation specializes in interior and exterior architectural signage, providing services to clients throughout the United States across multiple industries. What sets Sign Spot apart in a fiercely competitive market is their completely customized approach.
“Nothing we produce comes from a template or catalog,” Esmaeilian points out. “Every project is fabricated specifically to client specifications, ensuring perfect alignment with their brand guidelines and visual identity requirements.”
This tailored methodology has yielded impressive results. The company currently generates $220,000 in monthly revenue and anticipates a 25% growth trajectory for 2022.
“Our growth isn’t accidental,” Esmaeilian states. “We’ve made strategic investments in cutting-edge machinery and infrastructure that have transformed our production capabilities and significantly reduced delivery times for our clients.”
Transforming a Legacy Business Through Innovative Leadership
Within the world of family enterprises, the handoff between generations often marks a critical turning point—a moment when tradition either calcifies or evolves. For Sign Spot, this transition arrived in 2020 when Lerno Esmaeilian took full control of the company. His approach would blend profound respect for established craftsmanship with ambitious vision, setting the stage for a significant evolution in how the family business operated and grew.
“Growing up in my father’s workshop, I absorbed everything through osmosis—watching techniques, understanding materials, seeing client relationships develop,” Esmaeilian recalls. “But I never assumed I’d automatically take over the business.”
His professional journey included substantial exploration across various industries before recognizing the unique opportunity within his family’s expertise. This diverse experience provided valuable external perspective that would later inform his leadership approach.
“Those years working outside the family business were invaluable,” he explains. “I developed relationship-building skills and business development strategies that complemented the technical foundation my father had established.”
The entrepreneurial instinct that had always characterized his approach found its perfect application in Sign Spot. When Esmaeilian stepped into the CEO role in 2020, he brought a clear vision for modernization.
“The signage manufacturing industry isn’t typically seen as cutting-edge,” Esmaeilian notes. “But I identified substantial opportunities for innovation and scalability that others had overlooked.”
This perspective—combining respect for traditional craft with ambitious growth targets—reflects his background in a family of creatives, where artistic vision and practical execution naturally coexist.
“Working alongside my father gives everything we do a deeper purpose,” he says. “That relationship provides both motivation and meaning that goes beyond typical business metrics.”
This personal connection fuels his business decisions, particularly those focused on efficiency and profitability improvements. Rather than radical reinvention, Esmaeilian’s approach centered on strategic refinement.
“We didn’t need to throw out everything and start over,” he emphasizes. “Our foundation was solid. What we needed was to build smarter systems on top of that foundation.”
His leadership tenure has featured targeted automation of in-house production processes, resulting in streamlined manufacturing operations. Equally significant has been his implementation of comprehensive systems across all business functions.
“From operations to administration, we’ve created organizational infrastructure that can support sustainable growth,” Esmaeilian states. “That’s how you transform a craft business into a scalable operation without sacrificing quality.”
Building Systems That Scale: The Operational Revolution
In manufacturing industries, exceptional companies distinguish themselves not just through superior products but through the sophisticated systems that create those products consistently and efficiently. For Sign Spot, developing robust operational infrastructure became the essential foundation for expanding from a local Los Angeles operation to a national presence, all while maintaining the craftsmanship that defined their reputation.
“When I looked at our operation critically, I saw incredible talent and quality, but processes that wouldn’t scale beyond a certain point,” Esmaeilian explains. “We needed to preserve what made us special while building systems that could handle much larger volume.”
The transition to his leadership brought immediate focus to Sign Spot’s behind-the-scenes functions. Esmaeilian prioritized establishing systematic processes that would support their core strengths in design, creation, and delivery. This operational restructuring reflected his assessment of what would enable sustainable expansion across the United States.
“Simplification and modernization became our twin imperatives for growth,” he says. “We analyzed every workflow, every handoff point, looking for opportunities to streamline without compromising quality.”
Lean manufacturing principles guided this transformation. The company’s business model, centered on individually manufactured custom signs, presented unique operational challenges that off-the-shelf solutions couldn’t address.
“Custom manufacturing is inherently complex,” Esmaeilian points out. “No two projects are identical, which makes standardizing processes particularly challenging. We had to get creative.”
His solution involved transitioning from manual product development to automated processes enabled by cutting-edge equipment. The results proved dramatic—with product development timeframes shrinking from a full day to just 15 minutes.
“That efficiency revolution translated directly to customer value through faster turnaround times,” he notes. “Clients who previously waited weeks could suddenly get their projects completed in days.”
The company’s relaunch strategy leveraged significant competitive advantages while addressing key weaknesses. The elder Esmaeilian’s extensive industry knowledge provided critical expertise for launching Sign Spot effectively, while long-term client relationships—some spanning decades—offered a stable foundation.
“Having Sheraton Hotels in our portfolio gave us instant credibility,” Esmaeilian says. “But we weren’t effectively showcasing these relationships online. Our initial website failed to reflect our capabilities or highlight our impressive client roster.”
Bringing marketing functions in-house gave Sign Spot creative control and ensured their digital presence evolved alongside their operational capabilities. Notably, this growth occurred without external funding—the company remained entirely bootstrapped through personal savings.
“Every dollar of profit went right back into the business,” he emphasizes. “That forced us to be extremely selective about where we invested, focusing only on improvements with clear ROI.”
The learning curve proved steep, with Esmaeilian acknowledging the inherent complexities of custom manufacturing, where numerous variables often remain beyond direct control.
“In this business, you’re dealing with countless moving parts,” he admits. “The solution came through technology integration and systematic approaches to tracking these variables. By meticulously defining each business process step, we created a framework for both operational optimization and enhanced customer communication.”
Strategic Client Acquisition: Building Visibility in a Specialized Market
In the specialized world of architectural signage, finding and securing the right clients requires sophisticated strategies that go beyond traditional marketing approaches. Sign Spot developed a multi-faceted approach that leverages both digital presence and physical showcases, creating a virtuous cycle where completed projects become powerful marketing assets for attracting new business.
“Our revitalized website became our digital showroom,” Esmaeilian says. “We prominently feature projects for nationally recognized brands, which serves as powerful social proof. Prospective clients can immediately visualize our capabilities through completed work.”
This digital presence is amplified through strategic investments in Google search engine optimization and pay-per-click advertising, ensuring visibility when potential customers actively seek signage solutions.
“When someone searches for custom architectural signage, we want to be front and center,” he explains. “That visibility at the exact moment of need is invaluable in our industry.”
Improved production efficiency directly impacts customer satisfaction through faster delivery timelines. However, Esmaeilian recognized that the project-based nature of signage work creates inherent challenges for customer retention.
“Unlike subscription businesses, we have to reconnect with clients when they have new signage needs, which might be years apart,” he notes. “The company countered this industry limitation by developing maintenance programs and implementing systematic follow-up protocols to maintain relationships between projects.”
Word-of-mouth referrals drive significant business for Sign Spot, underscoring the importance of exceptional customer service paired with superior products.
“Our best marketing happens when a client is thrilled with their sign and tells others about their experience with us,” Esmaeilian states. “But we also create marketing opportunities through strategic placement of our work.”
The company’s installation of signage in high-visibility locations—Ray Ban on Abbot Kinney Boulevard, Cookies on Melrose, Sheraton Hotel in Universal Studios—creates powerful marketing assets through public display.
“These prominent placements function as passive advertisements,” he points out. “When people see a striking sign for a brand they recognize, they often wonder who created it. That curiosity generates inquiries from potential clients who want similar quality for their own businesses.”
Weathering Industry Storms: Growth in the Face of Supply Chain Challenges
In today’s manufacturing sector, companies face unprecedented hurdles in maintaining consistent output while navigating global supply disruptions. For Sign Spot, these external pressures haven’t slowed their expansion but instead have prompted innovative strategies that transformed potential obstacles into competitive advantages—creating a business model specifically designed to thrive amid uncertainty.
“When supply chains started fracturing globally, we saw many competitors struggle to fulfill orders on schedule,” Esmaeilian explains. “We recognized immediately that we needed to rethink our entire approach to materials acquisition and inventory management.”
The current state of Sign Spot reflects substantial momentum despite these challenges. Esmaeilian reports strong profitability, allowing for continuous reinvestment in advanced machinery and software solutions.
“We’re in an exceptionally healthy financial position,” he states. “The period since I stepped into the CEO role has yielded significant growth coupled with operational refinements that have strengthened our foundation.”
Perhaps most importantly, all production now occurs in-house using automated equipment—a strategic advantage in an industry where quality control and turnaround time create competitive differentiation.
“Bringing everything in-house wasn’t just about controlling quality,” Esmaeilian points out. “It also shields us from the volatility that comes with depending on external vendors who might be dealing with their own supply issues.”
Looking forward, Sign Spot’s strategic priorities center on process simplification and digital presence expansion. Longer-term objectives include reducing material waste, improving profit margins, and extending their national market penetration.
“We’re constantly asking: how can we do more with less?” he says. “Every piece of waste represents inefficiency that impacts both our bottom line and our environmental footprint.”
This growth trajectory faces headwinds from inflation and global supply chain constraints—challenges that have prompted proactive material sourcing strategies.
“We’ve completely revamped our purchasing approach,” Esmaeilian reveals. “The company now places advance orders to ensure sufficient inventory to meet customer demand without production delays. It ties up more capital, but the alternative—telling clients we can’t complete their projects on time—simply isn’t acceptable.”
The evolution of Sign Spot under Esmaeilian’s leadership illustrates how traditional manufacturing businesses can successfully incorporate modern business practices while maintaining their core strengths.
“By focusing simultaneously on production excellence and digital visibility, we’ve created multiple avenues for sustainable growth despite macroeconomic challenges,” he notes. “The key is maintaining flexibility—rigid systems break under pressure.”
Digital Transformation: Reimagining a Traditional Craft Business
For established companies in traditional industries, the digital revolution represents both tremendous opportunity and existential challenge. Beyond merely establishing an online presence, true transformation requires fundamentally rethinking how the business operates, communicates, and delivers value—a complex journey that Sign Spot has undertaken with remarkable results, converting an artisanal craft business into a technology-enabled manufacturing operation.
“Building a compelling online presence initially felt like learning a foreign language,” Esmaeilian admits. “As craftspeople, we knew materials and manufacturing intimately, but the digital world operated by completely different rules.”
This digital learning curve proved initially challenging for Sign Spot, as did developing an in-house creative team with the necessary skills. These parallel efforts represented significant learning experiences for Esmaeilian.
“I now recognize these digital capabilities as absolutely essential to our success,” he says. “The decision to bring these functions in-house delivered a form of operational autonomy that I’d characterize as power—specifically, complete control over how we present ourselves to potential clients and the broader market.”
The leadership journey has catalyzed personal growth as well. Esmaeilian notes his evolution toward more strategic thinking patterns.
“I process information, conduct analysis, and conceptualize solutions with increased sophistication now,” he reflects. “Leading through this transformation changed not just how I run the business but how I think about problems and opportunities.”
This cognitive development translates directly to improved decision-making capabilities that strengthen both the Sign Spot brand and its underlying business operations.
“We don’t just execute client designs anymore,” Esmaeilian emphasizes. “The company now offers a comprehensive value proposition encompassing creative development, efficient production, and strategic implementation—a full-service approach that distinguishes us in an increasingly competitive marketplace.”
This evolution represents a fundamental shift in how Sign Spot positions itself with clients.
“We’re consultants and strategic partners now, not just fabricators,” he says. “When clients come to us, they’re getting decades of industry expertise channeled through modern systems and creative thinking. That combination is incredibly powerful—and extraordinarily rare in our industry.”
The Entrepreneurial Mindset: Passion as a Prerequisite
In the complex ecosystem of business creation, technical knowledge and market awareness represent only part of the success equation. The psychological and emotional components—determination, resilience, and authentic enthusiasm—often separate ventures that thrive from those that merely survive. For entrepreneurs contemplating their own journey, the Sign Spot story highlights how these intangible qualities form the essential foundation upon which technical skills and market strategies can effectively build.
“Entrepreneurship isn’t just about having a good idea or spotting a market opportunity,” Esmaeilian emphasizes. “It demands a profound level of personal investment that most people honestly aren’t prepared for when they start.”
He speaks candidly about the all-encompassing nature of business ownership—a constant requirement for hands-on involvement, adaptability, and creative problem-solving.
“There’s no clocking out mentally from your own business,” he says. “Even when you’re physically away, part of your mind is always processing challenges, considering improvements, thinking about what’s next. That’s why genuine passion isn’t optional—it’s absolutely essential.”
Given the significant portion of life devoted to work, aligning professional pursuits with personal interests creates sustainable motivation over the long haul.
“I consider myself incredibly fortunate,” Esmaeilian reflects. “Working with my father, creating something from nothing, watching our designs transform spaces—these aspects bring me authentic joy. That alignment allows me to bring my complete energy and attention to Sign Spot’s development, even during difficult periods.”
The manufacturing sector presents particularly formidable challenges for new entrants. High startup costs, complex operational requirements, and intricate supply chains create substantial barriers to entry.
“Manufacturing isn’t like launching a software startup or consulting practice,” he points out. “The capital requirements alone can be prohibitive. Then you need physical space, specialized equipment, skilled labor—and that’s before you’ve produced a single item.”
Success in this domain requires comprehensive understanding of numerous interconnected elements that extend far beyond the core production process.
“You need to master everything from material sourcing to production processes to quality control systems,” Esmaeilian stresses. “The importance of developing this foundational knowledge before launching a manufacturing venture cannot be overstated. Without it, you’ll burn through capital solving problems that more experienced operators would avoid entirely.”
This perspective extends beyond manufacturing to entrepreneurship generally. Each industry presents unique obstacles and opportunities, making thorough preliminary research invaluable.
“Do your homework before you risk your savings,” he advises. “By understanding sector-specific challenges in advance, you can develop appropriate strategies and realistic expectations—critical factors for sustainable business growth.”
Sign Spot’s evolution from a father-son partnership to a technologically advanced national signage provider illustrates how passion, expertise, and strategic vision can transform a traditional craft business.
“What we’ve built bridges generations,” Esmaeilian says with evident pride. “We honor established techniques while embracing modern operational approaches. That combination—preserving craftsmanship while incorporating efficiency and scalability—creates something truly distinctive in today’s market.”
For aspiring entrepreneurs across industries, this integration of tradition and innovation offers a compelling blueprint for sustainable business development.
“Start with what you truly care about,” Esmaeilian concludes. “Then build systems around that core passion that allow it to reach more people. That’s the essence of what we’ve done at Sign Spot—and what any entrepreneur with a craft or skill they love can achieve with the right approach.”
Success Factors: Why Did Sign Spot Succeed?
- Family expertise and legacy craftsmanship – The foundation built on the elder Esmaeilian’s three decades of specialized experience provided critical technical knowledge and craftsmanship standards that became central to the company’s reputation.
- Strategic leadership transition – Lerno Esmaeilian’s assumption of leadership in 2020 brought fresh perspective while preserving core values, balancing tradition with innovation.
- Operational modernization – The transformation from manual processes to automated systems dramatically improved efficiency, reducing product development time from a full day to just 15 minutes.
- Complete in-house production – Bringing all manufacturing in-house using automated equipment created quality control advantages and insulated the company from supply chain disruptions.
- Systematic process development – The meticulous creation of standardized workflows and business processes enabled scalability while maintaining quality.
- Digital transformation – Developing a strong online presence and bringing marketing functions in-house gave Sign Spot control over its brand presentation and expanded visibility.
- Strategic client portfolio – Relationships with prestigious clients like Sheraton Hotels provided credibility and served as powerful social proof for new prospects.
- High-visibility installations – Strategic placement of signage in prominent locations (Ray Ban on Abbot Kinney, Cookies on Melrose) created passive marketing opportunities.
- Proactive supply chain management – Anticipating materials needs and placing advance orders ensured production continuity despite global supply challenges.
- Authentic passion and purpose – The personal connection between father and son created deeper meaning and sustainable motivation that fueled business decisions.
- Continuous reinvestment – Remaining bootstrapped and consistently reinvesting profits into advanced machinery and software solutions built capacity without external funding.
- Evolution to consultative partnership – Moving beyond simple fabrication to offer comprehensive services (creative development, production, implementation) distinguished Sign Spot in a competitive marketplace.
Key Lessons to Learn
- Honor tradition while embracing innovation The balance between preserving craftsmanship and implementing modern systems demonstrates how businesses can evolve without abandoning their core identity. Sign Spot maintained quality standards while dramatically improving efficiency through technology.
- Strategic leadership transitions matter The handoff between generations was handled thoughtfully, with the younger Esmaeilian bringing new perspectives while respecting established expertise. This approach avoided the common pitfalls of either radical reinvention or rigid adherence to outdated methods.
- Operational excellence drives competitive advantage Sign Spot’s focus on streamlining production processes (reducing development time from a day to 15 minutes) shows how back-end improvements directly translate to customer benefits through faster turnaround times.
- Systematic processes enable scaling The meticulous development of standardized workflows created the foundation for growth beyond a small local operation. This demonstrates how craft businesses can expand without sacrificing quality.
- Vertical integration provides resilience Bringing all production in-house using automated equipment not only improved quality control but created significant advantages during supply chain disruptions, illustrating how self-sufficiency can be a strategic asset.
- Digital presence is non-negotiable Even in traditional manufacturing, developing strong online visibility proved essential. Sign Spot’s transformation of their website into a digital portfolio showcasing prestigious clients demonstrates how online presence affects credibility.
- Strategic physical placement creates marketing opportunities The installation of signage in high-visibility locations (Ray Ban on Abbot Kinney, Cookies on Melrose) turned completed projects into passive marketing assets, showing how the product itself can generate leads.
- Proactive adaptation to external challenges Rather than being derailed by supply chain issues, Sign Spot developed advance ordering systems to ensure continuous production capability. This illustrates how anticipating problems can convert industry-wide challenges into competitive advantages.
- Passion sustains the entrepreneurial journey Esmaeilian’s emphasis on aligning business with personal interests highlights how authentic enthusiasm provides the resilience necessary to overcome inevitable obstacles in building a company.
- Relationships provide foundation and purpose The father-son partnership demonstrates how personal connections can provide both practical expertise and deeper meaning, creating motivation that transcends purely financial objectives.
- Bootstrap growth forces disciplined investment By growing without external funding and reinvesting profits, Sign Spot developed financial discipline that focused resources only on improvements with clear returns.
- Evolution from vendor to strategic partner The company’s transition from simply executing client designs to offering comprehensive services shows how businesses can expand their value proposition to secure stronger market positions.
Opportunity Matrix
Founder Background
- Lerno Esmaeilian: Combined entrepreneurial mindset with exposure to signage industry through family business
- Father Esmaeilian: 30+ years specialized experience in three-dimensional marketing materials starting in 1986
- Lerno explored various industries before recognizing opportunity in family business
- Complementary skills between founders: technical expertise (father) + business development/relationship building (son)
- Family of creatives where artistic vision and practical execution naturally coexist
Problem Identification
- Traditional signage industry lacked modernization and operational efficiency
- Manual processes created bottlenecks in production (full day for product development)
- Industry generally failed to leverage digital marketing effectively
- Project-based nature of signage work created customer retention challenges
- Complex custom manufacturing required better systems for tracking variables
Market Opportunity
- Growing demand for custom architectural signage across multiple sectors
- Clients require perfect alignment with brand guidelines and visual identity
- National market for both interior and exterior architectural signage
- Opportunity to differentiate through faster turnaround times
- High-value, specialized service with $220,000 monthly revenue potential
Competitive Landscape
- Established but antiquated industry practices among competitors
- Few companies offering comprehensive services (design, manufacturing, installation)
- Limited competition capable of handling prestigious national clients
- Competitors vulnerable to supply chain disruptions
- Many competitors outsourcing production, creating quality control issues
Market Research
- Identified existing clients willing to transition to new venture
- Recognized prestigious accounts (like Sheraton Hotels) as credibility builders
- Analyzed industry-wide inefficiencies in production processes
- Identified limitations of project-based business model
- Recognized strategic value of high-visibility installation locations
Business Model
- Custom manufacturing of architectural signage for corporate clients
- Wholly bespoke approach—each project fabricated to exact specifications
- Evolution from pure fabrication to consultative partnership
- Systematic follow-up protocols to maintain client relationships between projects
- Maintenance programs to create recurring revenue streams
- Current revenue: $220,000 monthly with 25% growth trajectory for 2022
Initial Capital
- Bootstrapped through personal savings
- No external funding sought or received
- Profits consistently reinvested into business
- Strategic equipment purchases to enable automation
- Cost management through carefully selected improvements with clear ROI
Product/Service Development
- Transition from manual to automated manufacturing processes
- Implementation of cutting-edge machinery and software
- Comprehensive in-house production capabilities
- Streamlined production reduced development time from full day to 15 minutes
- Focus on both quality craftsmanship and production efficiency
Marketing Strategy
- Website as digital showroom featuring prestigious completed projects
- Strategic investments in Google SEO and pay-per-click advertising
- Word-of-mouth referrals through exceptional service and quality
- Installation of signage in high-visibility locations (Ray Ban on Abbot Kinney, Cookies on Melrose)
- Bringing marketing functions in-house for complete creative control
- Showcasing relationships with nationally recognized brands
Milestones
- Founded in 2016 as father-son partnership
- Leadership transition to Lerno Esmaeilian in 2020
- Implementation of comprehensive automation
- Transition to fully in-house production
- Development of national client portfolio
- Established systematic business processes across operations
- Reached $220,000 monthly revenue
Scalability
- Automated equipment enabling increased production capacity
- Standardized workflows and processes supporting growth
- Comprehensive systems for tracking production variables
- Strategic material sourcing to ensure continuous production
- Operational infrastructure designed for national expansion
- Digital presence capable of attracting clients throughout US
Potential Risks and Challenges
- Supply chain disruptions affecting material availability
- Inflation increasing costs of raw materials
- Project-based nature creating uneven revenue streams
- Competition from other modernizing manufacturers
- Capital requirements for continued technological investments
- Industry-specific knowledge barriers when entering new markets
Key Performance Indicators/Metrics
- Monthly revenue ($220,000 current)
- Annual growth rate (25% projected)
- Production efficiency (development time: 15 minutes vs. previous day)
- Material waste reduction
- Profit margins
- Customer retention rates
- New client acquisition costs
- Turnaround time for client projects
- Geographic expansion metrics