Colette and Andy Bell turned a niche market need into a booming business, achieving $113 million in sales by providing reliable services for small home projects.
From Basement Startup to $113 Million in Sales: How Colette Bell Nailed a Niche Market
Colette and Andy Bell discovered an untapped market and transformed it into a booming enterprise.
Colette and Andy Bell initiated their handyman venture in 1998, focusing on small household projects that larger contractors often overlooked.
They teamed up with Ace Hardware in 2018, leading to an acquisition just a year later.
Colette currently serves as the vice president of franchise development, steering Ace Handyman Services’ growth.
In Denver, Colorado, Colette and Andy Bell identified a critical gap in the handyman market when they launched their handyman service in 1998. They recognized that bigger contracting firms were uninterested in minor projects—like fixing a single sticky window—opting instead to push homeowners toward extensive renovations.
“Homeowners struggled to find reliable professionals willing to tackle small jobs,” Colette explained in a recent interview with Entrepreneur. “That was the niche we aimed to fulfill.” This sentiment reflects not only the immediate challenges homeowners face but also highlights the underappreciated potential in smaller-scale service markets.
Right from the start, Colette sensed they had stumbled upon something significant. "In our first year, the company took off like a rocket," she remarked, highlighting the immediate demand for their services. This early success also demonstrates a vital point: businesses addressing specific consumer pain points can see rapid growth if they effectively meet those needs.
Andy and Colette Bell. Credit: Ace Handyman Services
By 2001, they took the pivotal step of franchising their brand, originally named Handyman Matters. With Andy as CEO and Colette in multiple leadership roles over the years, including as chairman of the board, they nurtured the company’s growth. Their partnership with Ace Hardware solidified in 2019 when the latter acquired their business. This collaboration has not only amplified their market presence but also enabled them to leverage Ace's established brand recognition.
“This has been my lifelong career,” Colette stated. “For 28 years, I’ve dedicated myself to the handyman field.” Today, Andy holds the title of CEO and president of Ace Handyman Services, while Colette drives franchise expansion. Since the acquisition, they've expanded from 119 to 383 territories by April of this year. Such exponential growth raises questions about scalability and sustainability in a competitive market.
Fast forward to 2025, Ace Handyman Services reported a 12% growth in sales, surpassing $113 million that year. The trajectory is nothing short of remarkable, signaling an impressive mastery of market dynamics and customer needs.
Colette's insights throughout the interview reveal the strategic decisions underlying this impressive expansion. Her focus on remaining connected to the customers’ needs has propelled the company forward in what can often be a challenging industry to navigate.
Colette Bell. Credit: Ace Handyman Services
Insights on Market Gaps and Business Potential
The challenge of finding skilled professionals for smaller home projects isn’t just an inconvenience for homeowners; it reveals a significant void in the service market. This ongoing issue reflects not only consumer frustrations but a broader, systemic inefficiency in the contracting industry. Colette's recent interview highlights this persistent challenge, noting, “Homeowners had a really hard time finding somebody professional and reliable for small projects.” This encapsulates the essence of why their business model resonates: it aims to fill an essential gap while assuring quality service.
This underscores a pivotal understanding of consumer behavior. Increasingly, homeowners are seeking convenience and quality but are often met with barriers, particularly when it comes to smaller tasks that larger companies overlook. Businesses that can effectively address this gap stand to gain substantially in terms of customer loyalty and market share. This is where the opportunity lies.
If you’re working in this space, considering how to better connect homeowners with trustworthy service professionals could set you apart. Consumers are becoming ever more discerning; they want accountability and assurance in the services they engage. What this means for you is that innovating on customer engagement strategies—from online booking to timely service delivery—could dramatically enhance your standing in a competitive marketplace.
Future Outlook: Navigating Challenges Ahead
As Ace Handyman Services demonstrates, the trajectory for growth appears promising. However, this isn't without its challenges. The ever-shifting demands of the market, driven by changing consumer preferences and the rise of technology in service delivery, necessitate constant adaptation. Businesses must stay vigilant and responsive. The landscape of home services won't remain static.
Competitors may arise, drawn by the success of the Bell’s endeavors, leading to increased competition that can pressurize pricing and other market dynamics. Moreover, maintaining quality as they scale will be critical—expansion can dilute service standards if not managed carefully.
That said, Colette's experience suggests a potential roadmap. If businesses can continue prioritizing customer satisfaction and lean into technology to enhance service delivery, they can stay ahead of the curve. What we see at Ace Handyman Services could be replicable across various sectors, thereby indicating a significant shift in how smaller home projects are approached industry-wide. When companies deliver on their promises, they don’t just fill gaps; they build trust—an invaluable currency in any market.
