Strength in Steel—and Strategy: How the SBDC Helped Power Eddie White Sales
Beyond the Shiny Objects
There’s a lot more to metal components in construction than meets the eye. Behind every copper panel, aluminum detail, or stainless-steel finish lies a world of design nuance, durability demands, and performance considerations that most homeowners—and even many professionals—never think twice about. Fortunately, Eddie White has built a career on understanding those details inside and out.
Eddie’s fascination with the metal heartbeat of construction began in his early twenties. With a background in remodeling and building, he gravitated toward the sheet-metal elements that quietly make structures work. Over the years, he developed expertise in architectural metals and tools, eventually specializing in international sales.
In 2020, faced with major changes during a company restructuring, Eddie seized the moment. He stepped out on his own as an independent sales representative—a trusted connector between buyers and manufacturers navigating the complex world of architectural sheet metal.
The Matchmaker of Metal
Architectural sheet metal plays a role in both residential and commercial projects, and while it may look like just another shiny material, every choice affects longevity, performance, and design. With countless products on the market, buyers often struggle to find the right fit. That’s where Eddie comes in.
He saves both sides—buyers and sellers—time, money, and countless hours of research. By representing manufacturers directly, he eliminates the need for an internal sales team and ensures their products reach contractors, suppliers, hardware stores, and beyond. His two-tier payment model, blending a monthly retainer with commission, keeps everyone aligned and ensures brands are represented with integrity.
A Business Built on Innovation and Connection
When Eddie first imagined turning his idea into a full-fledged business, he headed straight to the Lakes Region Chamber of Commerce. Through them, he met Leslie Sturgeon of Women Inspiring Women, who immediately encouraged him to connect with the NH SBDC.
That introduction paired Eddie with SBDC advisor Julie Glosner—and that’s where things really took off.
Eddie is an idea machine: innovative, fast-moving, and endlessly creative. Julie helps him channel that energy, sort out which ideas to prioritize, and map out strategic next steps. He records their meetings and assigns himself action items to stay accountable. Eddie relies on Julie not just for expertise, but for her steady, measured guidance and the space she provides for honest brainstorming.
Julie also connected Eddie to the LeAF Program for legal services, where attorney Amy Cann helped him develop solid agreements and formal structures to support his work as an independent rep.
Growing With Purpose
Eddie is deeply grateful for the SBDC’s support as he brings his business to life. Launching a company comes with overwhelming challenges and endless decisions, but the SBDC has helped him stay grounded, intentional, and forward-focused.
Eddie White Sales soft-launched in August 2025. With Julie’s continued guidance, he’s gearing up for a full-scale rollout this fall.
Next on his to-do list: hire a bookkeeper (“because metal is my passion, not math!”), build a website and social presence, and continue expanding his network across New England. Rooted in strong relationships and deep product knowledge, Eddie is excited to watch the ripple effect of his work grow.
Eddie White stands by this product for essential safety protocols in the industry. Metal Plus LLC brackets are essential tools in the roofing industry, designed to provide safety, efficiency, and versatility during the installation of standing seam metal roofs, solar panels, chimney masonry or dormer siding carpentry. Their unique patented design makes the bracket easy to use and their non-penetrating designs with the rubber pads to prevent scratching on metal roof panels make them an indispensable asset for roofing professionals.