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July 6, 2026
MARSHFIELD – Just a few years into ownership, Malachai Anderson said he is putting his own stamp on a longtime hometown business.
The Spencer native said his ownership of Northside Computers & Cellular and a recently opened Boost Mobile store on Marshfield’s north side reflects both his entrepreneurial mindset and ability to adapt in a rapidly evolving technology industry.
Though Northside Computers & Cellular has served the community for 30 years, Anderson said he became involved with the business about five years ago before taking ownership roughly three years ago.
He said his path to entrepreneurship began at a young age, with a clear vision of the career he wanted to pursue.
“As a senior in high school, I knew I wanted to do something in technology – and what better way to [do that than by] owning my own business, see how much I like it and take the risk,” he said. “It’s been working pretty well so far.”
Anderson said he officially took over Jan. 1, 2023, after buying out the previous owner amid industry shifts affecting U.S. Cellular agents.
“We were U.S. Cellular, and then we ended up with the transfer they’re doing with T-Mobile and U.S. Cellular stores, and I bought the old owner out when I was a senior in high school,” he said.
Strategic pivot
Anderson said this transition forced a strategic pivot.
Historically, he said the business focused heavily on cell phone sales, with computer services on the side.
When he took over, Anderson said he flipped that model.
“The business’s history was mostly in cell phone sales, and we did computer stuff on the side,” he said. “We then transitioned to focus more on computer repair and sales. I built that up to be its own base and be on its own.”
Instead of operating cellular and computer services as a single business, Anderson said he made a strategic decision to separate the two.
“That way, they don’t fully depend on each other,” he said.
Today, Anderson said Northside Computers & Cellular emphasizes repair and sales of computers and related devices, while the newly opened Boost Mobile store next door focuses exclusively on wireless service.
He said the dual-business model took shape following a relocation back to the north side of Marshfield in 2025.
“Location is the reason for the [change],” he said. “We have better visibility with signage, and you can see our business when driving by. We also have parking outside our business – before it was only streetside.”
Anderson said the move also created opportunities for expansion, including the launch of the Boost Mobile store next door in October 2025.
He said its grand opening coincided with his third anniversary of ownership.
Equally important, Anderson said, is addressing a gap in the local market.
“We were having good luck with [our] partnership with Boost Mobile and saw a growth opportunity with them as there are no Boost Mobile stores by us,” he said.
Focused on relationships, accountability
Despite the expansion, Anderson said Northside Computers & Cellular remains rooted in customer service and repair expertise.
“We’re mainly known for computer repair and our quick turnaround time,” he said. “If someone has any issues with their phone, tablet or computer, we’re known to be able to fix it.”
Anderson said this reputation has helped draw customers from well beyond Marshfield.
“Customers come from anywhere in Wisconsin if they hear about us,” he said. “We’ve had people come all the way from Rice Lake and Baraboo. The biggest thing is word of mouth.”
Anderson said the appeal lies partly in the store’s straightforward repair pricing model.
“We don’t charge by the hour,” he said. “We charge by the job, so we get it done correctly and as fast as we can.”
Anderson said he credits much of the business’s success to a focus on relationships and accountability.
“What sets us apart is customer loyalty and satisfaction,” he said. “We pride ourselves on solving customers’ issues and giving them a good experience. We do our best to solve any issues. And if something does go wrong, we fix it so the customer is satisfied with the experience.”
Behind the scenes, Anderson said operations remain lean, with one full-time employee on the computer side, and one full-time and one part-time employee at the Boost store, while he works across both businesses.
Though he acknowledges he has a full plate, Anderson said he credits having the right people in the right roles for keeping operations running smoothly.
“There’s a lot of responsibility in [owning two businesses],” he said, “but I put a lot of trust and faith in the employees I have, and I get it back in return.”
‘Intuitive layout’
Anderson said recent renovations at Northside Computers & Cellular have improved the customer experience by creating a more open, intuitive layout.
He said the redesigned layout makes products, services and the service counter immediately visible upon entry versus making people follow a path to find them.
Beyond daily operations, Anderson said he is focused on staying visible in the community.
“The biggest thing [for creating brand awareness and sales] is just staying active, whether in the community doing events, or on social media like Facebook and Google page updating,” he said.
Community involvement, Anderson said, will always be a priority.
“It’s nice to give back to the community and keep the local dollars local,” he said.
Anderson said some of the store’s efforts include supporting the Clark County Humane Society and the Marshfield Area Pet Shelter.
Gradual growth
Looking ahead, Anderson said he is focused on steady, sustainable growth rather than rapid expansion.
“My focus is on sustainable growth, especially after the remodel and putting up a brand new store,” he said.
Anderson said his long-term vision includes refining operations, growing the Boost brand locally and potentially opening another location in the next few years.
For now, he said the goal is simpler: keep building trust, one repair and one customer at a time – with perhaps a little help from Marley, the shop dog, who has been the “Employee of the Month” for the past three years.
