Manufacturing Success Story: Panhandle Fabrication & Machine

Business Advisors Marketing Project Creates New Business, Expands Operations

Company Profile: Panhandle Fabrication & Machine, owned and operated by Danny and Penny Goodman, provides engineering solutions for process and manufacturing design, machine design, tooling, and fabrication. Located in Pensacola, Florida, Panhandle Fabrication & Machine first opened their doors in February 2017 as a new business with one additional staff member. They offer top-shelf talent with total combined experience of over 60 years in metalwork and fabrication.

Situation: Danny and Penny knew they needed to increase market penetration and grow their business but were not sure how to get started. They contacted the University of West Florida/FloridaMakes Business Advisors to help them map out a business plan to increase sales.

Solution: As members of the Northwest Florida Manufacturers Council, Danny and Penny completed a CoreValue Discover Assessment to find gaps in their current strategy. The assessment uncovered that a growth and marketing plan was needed to ensure reliable revenue. Working with their advisors, they drafted a plan which determined their first course of action was to increase their efforts in advertising. At the advice of the business advisors, Danny and Penny set up a free Google advertisement online. Within three days, the advertisement had generated $150,000.00 in new business.


  • $150,000 in new sales
  • $500,000 in retained sales
  • 3 retained jobs

Testimonial: “We were referred to the Northwest Florida Manufacturing Council by Lance Cook and met University of West Florida/FloridaMakes business advisors who helped us map out a roadmap for success. I truly recommend the University of West Florida/Florida Makes business advisors to any manufacturer,” said Danny Goodman, President of Panhandle Fabrication & Machine.