The Hurdle Episode 8 | Scaling Smart (Not Fast)

<1 min. read

Updated March 3, 2025

In Season Two, Episode Two of The Hurdle podcast, Jade and Max sit down with Seth San Filippo, founder of Urban Lumber Co. and owner of Urban Hardwoods, to explore his journey from teenage hobbyist to the owner of two successful businesses.

Seth shares how his weekend passion for crafting custom longboards evolved into thriving custom furniture companies and a tree service. He opens up about the bold decisions that shaped his path—including refinancing his house and launching his first commercial space at just 25. A pivotal moment with a design firm then sparked his shift from selling raw wood to creating custom furniture.

Seth also reflects on the challenges of acquiring a company during COVID, merging cultures, and building a business that runs smoothly without his constant involvement. He discusses hiring a skilled team, learning to delegate, and planning for long-term success.

Tune in for insights on growth, adaptability, and achieving a sustainable work-life balance.

Watch the episode

LivePlan Team

Here at Palo Alto Software, our goal is to help small businesses succeed. We believe that small businesses are the engine of our economy and that if we can help more companies survive and thrive, we will all be better off. After all, we're a small business ourselves and we understand what it takes to start from zero, with no outside investment, and build a company from 1 to 70 employees. We understand that challenge, and we also know what it takes to be successful. Through our flagship product, LivePlan, we are committed to providing that knowledge, experience, and expertise to as many other small businesses as possible.