Why CNCROi.com Isn’t Just a Laser Shop

Running CNCROi.com is kind of like running a circus — except instead of juggling flaming swords, I’m juggling CNC laser, CNC router, CNC waterjet, CNC plasma, and 3D printing technologies while trying not to slice, melt, or blast anything unintentionally.

Most shops pick a lane: they’re a “laser shop” or a “plasma cutter” or they ride the 3D printing wave like it’s still 2012. But me? I took the hard route. I decided that CNCROi.com was going to master all the major digital fabrication technologies under one roof. Why? Because every project is different, every client has different needs, and quite frankly, it’s way more fun and gives me a better excuse to buy cool toys that make loud noises.

This synergetic, multi-platform fabrication strategy makes a lot of sense technically — but try explaining it to someone searching Google for a “laser cutting service” when what they really need is a combination of CNC routing and waterjetting with a side of GMAW and maybe a touch of 3D-printed flair. SEO, anyone? Most customers don’t search for a “CNC fabrication powerhouse with a comprehensive suite of digital production solutions.” They search for “cut wood with laser” or “metal engraving near me.” So I’m constantly fighting the marketing war of explaining that CNCROi.com isn’t just a laser shop — we’re a CNC-driven custom fabrication firm that just happens to have a really good laser…and waterjet…and router…and printer… and plasma… and well, there is always one more toy to be had.

You’d think having all this awesome gear would make life easier, right? Nope. The reality is that most people can wrap their heads around one tool per company. You’ve got laser shops, router shops, plasma cutters, and 3D print farms. But when you do it all, you’ve got to explain why each job needs a specific process and how you can combine those technologies for best results without summoning Skynet.

I’ve had clients come in asking for a job to be laser cut in stainless steel — until I tell them that the plasma cutter is faster, cheaper, and better for the job. Mind blown. It’s like I’m a CNC therapist, guiding people gently to the right solution while their assumptions cry softly in the corner, wondering what went wrong.

But don’t get me wrong, I love this work. Running CNCROi.com means I get to experiment, prototype, and produce across a huge range of materials — wood, metal, acrylic, foam, composites — you name it. The cross-pollination between technologies has opened up possibilities I never would’ve imagined when I started. Except with more dust and fewer berets. But again, the marketing challenges are real.

SEO for laser cutting is different from SEO for CNC routing or waterjet services. And don’t even get me started on social media. Instagram likes pictures of shiny things; LinkedIn likes words like “optimization” and “workflow”; YouTube wants everything in 10 minutes or less with a killer thumbnail and preferably a surprise explosion.

That’s actually one of the reasons I wrote my book, Mastering CNC and Digital Fabrication: The Ultimate Practical Guide to CNC Routing, Laser Cutting, Plasma, Waterjet, 3D Printing, and Welding. It’s a survival guide, a love letter, and a business card all rolled into one — and far cheaper than therapy.

I wanted to demystify this world, show people how all these tools can work together, and maybe help another fabricator avoid the head-on collision with a branding nightmare I’ve dealt with. Whether you’re a maker, educator, or small business owner, the book lays out what each CNC technology does best and how to use them together without losing your sanity — or your margins — or your eyebrows.

It’s been a wild ride growing CNCROi.com into what it is today: a synergetic, multi-tool custom fabrication workshop that solves complex problems with a healthy dose of creativity and a pinch of industrial-grade sarcasm. I could have taken the easy path and focused on just one machine. But where’s the challenge in that? Where’s the fun? So yeah, I’ll keep doing it the hard way — and if you’re curious how it all works (or want to steal a few ideas), go grab the book on Amazon.

Get my latest book Mastering CNC and Digital Fabrication at https://amzn.to/4lh8Qqm

Because in a world of one-trick ponies, I’d rather be the whole dang circus — with lasers.