By Ted Stubbersfield A LITTLE BIT OF SOUL SEARCHING Before asking HOW we get more support we need to ask WHY we should be supported A LITTLE BIT OF SOUL SEARCHING Socrates An unexamined life is not worth living ID: 560668
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TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
By
Ted StubbersfieldSlide2
A LITTLE BIT OF SOUL SEARCHING
Before asking HOW we get more support we need to ask WHY we should be supportedSlide3
A LITTLE BIT OF SOUL SEARCHING
Socrates – An unexamined life is not worth livingSlide4
A LITTLE BIT OF SOUL SEARCHING
The answer should not be “because my product is 5 cents per m less expensive”Slide5
A LITTLE BIT OF SOUL SEARCHING
Do my/your products deserve more support from the designers?Slide6
There is a non timber or imported timber substitute for everything we makeSlide7
A LITTLE BIT OF SOUL SEARCHING
Do you have a passion for your productSlide8
Have Integrity
Be prepared to refuse an order
We would have refused
This order as there is too
m
uch wrong with itSlide9
Have Integrity
Be prepared to refuse an order
My biggest order came
t
hrough refusing to quote
o
n a job that failed
Prematurely. Next time
around, “Ted show us how
It is done”Slide10
Do Your Homework
Understand your product intimately
This is what you are paid forSlide11
Do Your Homework
Understand your product intimately
Know what it is capable of
320
metre
suspension
Bridge in
Japan with
Deckwood
deckingSlide12
Do Your Homework
Understand your product intimately -
Know its strengthsSlide13
Do Your Homework
Know its LimitationsSlide14
Do Your Homework
Know its WeaknessesSlide15
Do Your Homework
If you do not know your material
Be certain that your designer does not eitherSlide16
Know Your Competitor
They will know and exaggerate your weaknesses
Conventional timber
decking
will soon crack and splinter
and become a. hazard. Recycled
plastic decking
will not shrink,
swell or cup, is not attacked by
insects and will not splinter or be
affected by dampness
Could add – no toxic chemicalsSlide17
BUGGY WHIPS
Our grandparents knew the relative merits of different styles of buggy whipsSlide18
BUGGY WHIPS
Our grandparents knew the relative merits of different styles of buggy whips
Do you know who made the best buggy whip?Slide19
BUGGY WHIPS
Our grandparents knew the relative merits of different styles of buggy whips
Do you know who made the best buggy whip?
Who cares?Slide20
BUGGY WHIPS
Are you making buggy whips and offering them to designers? Slide21
BUGGY WHIPS
Are you making buggy whips?
This planer is from the 1880’s but are our products from the 1880’sSlide22
BUGGY WHIPS
Are you making buggy whips?
This planer is from the 1880’s but are our products from the 1880’s
Will our grandchildren say who made the best treated timberSlide23
BUGGY WHIPS
IS THIS MELODRAMATIC?Slide24
BUGGY WHIPS
IS THIS MELODRAMATIC?
Yellow Pine Association website said that they would loose 25% of their decking market to plastics by the end of the decade (US context)Slide25
BUGGY WHIPS
IS THIS MELODRAMATIC?
Plastic has not made large inroads in Australia
YET
But there is a large number of plastic decking manufacturers or resellers in the country Slide26
BUGGY WHIPS
IS THIS MELODRAMATIC?
Why will they make big inroads?Slide27
BUGGY WHIPS
IS THIS MELODRAMATIC?
Archicentre's statistics show that approximately 6% of Australian homes have a timber balcony or deck and that about 2% of these were potentially fatal. This figure indicates that there could be as many as 8,000 of these dangerous balconies or decks throughout Australia.
12/03/2003 Slide28
BUGGY WHIPS
IS THIS MELODRAMATIC?
That is 8,000 life threatening decks – not dodgy decks.
Slide29
BUGGY WHIPS
IS THIS MELODRAMATIC?
But that is Oregon Pine
Slide30
BUGGY WHIPS
IS THIS MELODRAMATIC?
Yes, Now some are selling inappropriate hardwoods – same outcome longer period
Slide31
BUGGY WHIPS
IS THIS MELODRAMATIC?
We went to the YPA with our patented decking and decking system– “Yes it will sell but we do not know how to market it!!”
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BUGGY WHIPS
IS THIS MELODRAMATIC?
Senior Koppers US Executive “we (i.e. the American timber industry) have lost the art of marketing. All plant owners can do is see how we can shave a few cents off the treatment cost”
Slide33
BUGGY WHIPS
IS THIS MELODRAMATIC?
If we are not smart innovators and marketers we will find we have been producing buggy whips
Slide34
BUGGY WHIPS
IS THIS MELODRAMATIC?
Sam Throckmorton invested
heavily in buggy whipsSlide35
BUGGY WHIPS
IS THIS MELODRAMATIC?
The only tip you need is to be prepared to invest in smart marketing and smart products.
Hyne I beamSlide36
BUGGY WHIPS
IS THIS MELODRAMATIC?
The only tip you need is to be prepared to invest in smart marketing and smart products. Slide37
21st Centaury Products
Know what you are selling
I DO NOT SELL TIMBERSlide38
21st Centaury Products
Know what you are selling
I DO NOT SELL TIMBER
I AM SELLING LIFESTYLE!Slide39
21st Centaury Products
Know what you are selling
What do you sell
Not framing-
It’s a home
With all the emotional associationsSlide40
21st Centaury Products
Learn what you should be selling
What do you spend on research?Slide41
21st Centaury Products
Learn what you should be selling
What do you spend on research?
Everyday people are spending
$15,000 to $35,000 to join a
Lawn Mowing franchise and pay
5-7% of turnover to FranchiserSlide42
21st Centaury Products
Learn what you should be selling
What do you spend on research?
Everyday people are spending
$15,000 to $35,000 to join a
Lawn Mowing franchise and pay
5-7% of turnover to Franchiser
There may be companies here that put less recourses into high volume products than into a lawn mowing franchiseSlide43
21st Centaury Products
Learn what you should be selling
What do you spend on research?
There is so much innovation possible in our industrySlide44
21st Centaury Products
Learn what you should be selling
What do you spend on research?
There is so much innovation possible in our industry
Be prepared to pay someone to think – we are all probably too busy to do itSlide45
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERSSlide46
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your productSlide47
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethicallySlide48
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethically
Understand your product Slide49
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethically
Understand your product
Know your competitorsSlide50
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethically
Understand your product
Know your competitors
Have products relevant for the 21
st
centaurySlide51
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethically
Understand your product
Know your competitors
Have products relevant for the 21
st
centaury
Invest in your productsSlide52
Conclusion
TIPS FOR GAINING MORE SUPPORT FROM BUILDING DESIGNERS
Have an infectious passion for your product
Trade ethically
Understand your product
Know your competitors
Have products relevant for the 21
st
centaury
Invest in your products
Have smart marketing