Youthful optimism and a gung-ho attitude were the keys to franchisee Stephen Pendura’s success in the Wise Cracks system
By Kym Wolfe
When he launched his Wise Cracks business in Kelowna, B.C., in 2019, Stephen Pendura’s appearance would cause some homeowners to ask warily, “How long have you been doing this?” Being an entrepreneur can be challenging, he says, because people might doubt your ability based simply on your age—especially when they’re trusting you with their house, likely their biggest investment.
Pendura was happy to reassure potential customers that he had over 15 years of experience in the construction industry, and that Wise Cracks, a leader in the foundation and waterproofing industry since 1991, often backs up its work with a lifetime warranty, depending on the service. The franchise specializes in structural repair, basement waterproofing, and sump pump installation.
But being young definitely has some advantages too, Pendura adds, especially “when working in tough areas like crawl spaces, and handling the long labour-intensive hours that some jobs require.” Youthful energy was also helpful during his business’ start-up phase, since he continued working full-time as a cement specialist for a pool business. On weeknights, after designing and pouring cement for in-ground pools during the day, he was doing estimates for Wise Cracks and completing these projects on the weekends. “I did this for close to a year until I felt busy enough to focus solely on Wise Cracks,” he says. “Now Wise Cracks is full-time, all year.”
Building on experience
In previous construction jobs Pendura had laid weeping tiles for drainage, waterproofed foundations on new-construction builds, installed sump-pumps, and operated heavy equipment, which has come in handy when he’s required to excavate foundations for older structures that need exterior waterproofing. “I have a solid understanding of how water behaves around basements, and how to minimize its impact on foundations,” he says.
Pendura had also worked with a variety of construction waterproofing materials and was drawn to Wise Cracks in part because of the quality of the proprietary technology and products that he has access to as a franchisee. “The resin that Wise Cracks has developed is the best in the business,” he boasts.
Although he already had a solid foundation of construction skills and experience, Pendura was eager to learn as much as he could during his initial two-week training at corporate head office in Halifax, Nova Scotia. “I was fairly new to foundation injections, and I’ve always learned best doing things hands-on,” he says. “I also learned a lot by shadowing experienced Wise Cracks franchisees and seeing how they interact with customers, do estimates, handle invoicing, etc.”
Pendura feels that having a strong work ethic and providing excellent service are also keys to his business success. “My role is to solve my customers’ problems as efficiently as possible,” he says. Returning phone calls and voicemails promptly, being punctual for estimate appointments, sticking to the initial quote without any hidden extras, ensuring that the client fully understands every aspect of the project, showing up on time to do the work, getting it done right and on schedule, and leaving the job site clean—all those things build trust, and they mean a lot to Pendura’s clients.
His efforts are paying off: the excellent reviews that he received garnered him Kelowna’s 2024 Consumer Choice Award for Business Excellence in Waterproofing & Foundation Repair. “This prestigious award is particularly meaningful because it’s based on client feedback, reflecting their satisfaction from initial contact to project completion,” he explains.
Putting trust in the experts
When you’re a solopreneur, it can be hard to find enough hours in a day to consistently maintain that high level of client contact, complete the actual jobs, and also look after the behind-the-scenes administration and paperwork, plus marketing and promotion tasks. Pendura hired a bookkeeper, accountant, and lawyer to work with him from day one, and about six months in he started to outsource social media tasks, hiring another small business to handle creating Facebook and Instagram content. But he was still handling all the hands-on work and client contact himself.
“My biggest challenge was trying to do everything myself, which eventually led to burnout,” he says. He hired a couple of summer students and started subcontracting parts of some projects, and says, “Finding a couple of great employees I can rely on has made a huge difference in how much work I can handle, and the overall success of the business.”
Pendura appreciates that he’s never felt like he was flying totally solo. He says being part of the Wise Cracks concept feels like being part of a happy family—one whose members are spread from coast to coast. “Even with the significant time difference between Halifax and Kelowna, I always feel supported by head office,” he notes. “They respond promptly to calls, texts, and emails. Their years of experience and wisdom are invaluable. They’ve seen it all, so even if I’m stuck on a more challenging project, sending them a picture often leads to quick solutions. Their expertise and proven track record help reassure customers that they’ve made the right choice with Wise Cracks.”
Andrea Mackey, Wise Cracks president and CEO, notes that franchises can provide younger entrepreneurs with guidance and proven methods for running a successful business. “Many of our older successful franchisees often comment that they wish they had found our opportunity when they were younger,” she says.
There is also a strong sense of community among Wise Cracks franchisees, who regularly connect and share ideas through monthly Zoom meetings. “We’re a tight-knit group,” says Pendura. “We talk about what is working well, where we’re facing challenges, and materials and products that are proving effective. It’s a collaborative space where everyone contributes to helping each other’s business grow successfully.”
Mackey adds that there are currently opportunities to join Wise Cracks in six provinces. For those interested in ownership, the franchise is looking to enter markets in Manitoba, P.E.I., Quebec, and Saskatchewan and expand the brand’s presence in Alberta and Ontario, particularly within Northern Ontario communities, where their services are often needed.
When Pendura first started thinking about running his own business, he chose to go the franchise route and looked for a company that would complement his existing skills and allow him to keep growing as he learned from them. “What attracted me to join a franchise was the sense of security that comes with their knowledge and professionalism right from the start. It removed the fear of building a brand-new business from the ground up.”
Although he admits that starting and running your own small business can be nerve-racking at times, Pendura enjoys being his own boss and making his own decisions. He would encourage other young people who are exploring business ownership to look at franchise options.
“Don’t be afraid or nervous about taking the first step toward working for yourself,” he advises. “Do your due diligence on the franchisor, and ensure you feel confident in the level of support you will receive from head office.”
Learn more about franchising with Wise Cracks
