INDUSTRY FACES Metalcaster’s Fourth Generation Brings Fresh Ideas
In May 2012, Megan Kirsh joined the family business, an iron job shop in Beaver Dam, Wis, making her the fourth genera- tion to punch the clock at Kirsh Foundry Inc. since it was opened by her great grandfather in 1937. To the outsider, joining the com- pany, led by her father, Jim, and uncle, Steve, might have seemed like an obvious destination. Megan, however, took a bit of
to build knowledge about metalcasting and the company’s specific capabilities that debut earlier this year. “Since I’ve been here, I’ve been work- ing hand in hand with Jim Kirsh, my father, on where he wants the company to go,” she said. “What are the priorities that are important to us? Where do we see ourselves in five or 10 years?” Asking those questions, which some
Megan Kirsh (center) joined her father, Jim, (left) and uncle, Steve, in the family business.
a circuitous path to Beaver Dam. After receiving a master’s in marriage and family therapy from Northern Illinois Univ., Dekalb, Ill., she took her first steps in pursuit of a career—only to grow disenchanted with her field. Te prospect of switching gears and joining the family business grew more appealing, until she finally seized the opportunity. “For me, it was a huge opportunity to be a part of some-
thing that’s really cool,” Megan Kirsh said. “I pulled a 180 [to] see how I liked it. I stayed tentative for about a year. I always thought I could go back and do what I was doing. But so far, I’m still here. I’m still really excited.” Te director of marketing and sales, Kirsh has been focused
primarily on the company’s value proposition. To this end, she has overseen an overhaul of the company’s website to be more client-oriented and distinguish Kirsh Foundry from other met- alcasting facilities that offer similar products and services. Kirsh also has developed Foundry 101, a customer education program
PERSONALS Michael Hanley has joined the
board of directors of Shiloh Indus- tries Inc., Wilmington, Del. Te board appointed Hanley to the audit, compensation and strategic planning, and technology committees. Mike Mills joined Aerodyne Al-
loys LLC, La Mirada, Calif., as the territory manager for the company’s southeastern region. Guardian Software
Systems Inc., Ocono- mowoc, Wis., appoint- ed Jeffery Kroneberg its new president. B&L Information
Systems, Bridgman, Mich., announced the addition of Connie Lesch as a project consultant. Atlas Copco Construction Equipment, Commerce City, Colo., added Marty Molthen as district
Jeffery Kroneberg
sales manager, southwest, and DeAnna Wells as area sales man- ager, East Texas and Louisiana. Te Foundry Educational Foun-
dation has selected Brian Lewis as its new executive director. He will replace
OBITUARIES William Brewster Mehlenbeck
died Sept. 9, 2014. He was 63. Mehlen- beck owned Cast Technologies Inc., Peoria, Ill. He started working for CTI while still in college, then named Brass Foundry Co. Mehlenbeck was a mem- ber of Non-Ferrous Founders’ Society and the American Foundry Society. John William Wasem died Sept.
27, 2014. He was 85. A longtime AFS member, Wasem worked as a plant engineer for Massillon Steel Cast- ing, Massillon, Ohio, for 15 years, and American Steel Foundries, Chicago,
Bill Sorensen, who has held the position since 1983. Te California Metals Coalition,
El Dorado Hills, Calif., announced Sandra Johnson Baros as its new director of membership services.
where he retired in 1995 as the director of plant engineering. Robert L. Fenton,
died Oct. 12, 2014. He was 79. Fenton worked in the met- alcasting industry for decades and owned and operated two metalcasting facilities, Acme Foundry in Blackwell, Okla., and National Aluminum & Brass Foundry, Inde- pendence, Mo.
John W. Wasem December 2014 MODERN CASTING | 11
companies may avoid doing, can allow a metalcaster to better position themselves in the market. If price is similar among a
few potential suppliers, a properly crafted message about value and additional benefits can lead to new customers. “Asking yourself, ‘What makes our foundry different? What makes our company better than one very similar to us?’ opens an entire conversation,” she said. “It allows you to develop a script on what you can offer and why you’re different. Once you get that set, you can more easily develop a roadmap for a marketing plan.” Bringing an outsider’s perspective to a business with genera-
tions of experience and knowledge, Kirsh hopes to help guide Kirsh Foundry along a path of sustainable growth and continued stability. As for her training in family systems therapy? “It comes in handy every now and again,”
she said.
ONLINE RESOURCE: Scan the QR code or visit the link for the full interview between Megan Kirsh and marketing expert Mark Mehling.
http://bit.ly/1zeEk6g
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