FLEXIFORCE MAGAZINE #72
MAY 2017 GB
INSPIRATION! NEW MANAGEMENT SWISS MADE DOOR PANELS! NEW PRODUCTS SMART HOMES TECHNOLOGY
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FLEXIFORCE MAGAZINE #72
Harley Davidson Knucklehead created by the FlexiForce R&D team.
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CONTENT
• EDITORIAL by Hans Cramer 4 • NEWS & Updates
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• #FFin30s: If you cannot explain it in 30 seconds… 10 • INTERVIEW: Michelle & Marco Tognelli (Tecsedo)
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• SPRINGTIME 2.1! Mobile App for on-site support
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• SPOTLIGHT: ForceLC2 light curtain
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• INTERVIEW: Martin Heckman, Liftmaster. The future of home connectivity 18 • MARKETING: Red-carpet treatment for visitors 22 • FLEXIFORCE INSPIRATION CENTER Netherlands 25 • MARKETING: Social media tips&tricks 26 • INNOVATIONS: Ben Klaassen presents new products and future innovations 28 • AGENDA: Door exhibitions in Europe 35 The information presented in this booklet is subject to change. We regularly update, expand our product range, offer new services. We share all our news, even daily, with you via our website, our online product catalogue (no login needed!), our YOUTUBE/Vimeo channels, our Flickr-photo stream and through the FlexiForce social media platforms on Twitter (twitter.com/flexiforce), Facebook, Instagram and LinkedIn. Follow us to stay up-to-date with our news and information!
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EDITORIAL:
‘BACK’ TO SERVE
FLEXIFORCE CUSTOMERS HANS CRAMER, GENERAL MANAGER FLEXIFORCE EMEA
Please let me introduce myself. I am Hans Cramer. Last month I started as General Manager FlexiForce EMEA where I am responsible for the FlexiForce subsidiaries in the Netherlands, Hungary, Poland, Spain, Italy and Turkey. I have been working in several technical industries and in the past I was already employed by FlexiForce as Operations Manager in FlexiForce Group and as General Manager of FlexiForce B.V. in Barneveld. From the moment it was announced that I was appointed as General Manager for Europe, Middle East and Africa, a lot of people, inside and outside FlexiForce gave me the “welcome back!” phrase. I am honored that apparently some people still remember me after having left FlexiForce in 2009. It is also very clear to me that a lot has changed since 2009.
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When I look at FlexiForce today it is a totally different company. Let me try to share my view on that with you. What I do appreciate is the fact that the core values of FlexiForce; “hands-on”, “consistent”, “reliable” and “innovative” are still firmly in place. Since my new arrival I have talked with a lot of
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FlexiForce people. They all work hard and with passion to serve the customer. There is hardly any internal politics or hidden agendas. I clearly feel the “just-do-it” vibe, which was the main reason for accepting the responsibility in leading the European FlexiForce team. What is different compared to the past? FlexiForce has grown into a full service company. Today we offer not only hardware products. FlexiForce now serves the market with complete new smart modular systems like residential RSC and industrial ISC, and with new services like the Flatbed hardware sets. The product range is completed with “force” and “Liftmaster” door automation products and sectional door panels in stock at our local warehouses. Last but not least we provide easy access to the
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hans.cramer@flexiforce.com
“ The core values of FlexiForce; “hands-on”, “consistent”, “reliable” and “innovative” are still firmly in place.”
after sales market by offering spare parts via our IDD-Parts companies in the Netherlands and Germany. The company structure and organisation is more professional now. The LEAN production processes, the integrated quality systems, the seamless flow of orders and invoices. Just a few examples on how the company has improved its performance and professionalism. So, the way I see it, I am not “back” at FlexiForce, but I am excited to lead FlexiForce to new levels of customer
satisfaction. Together with our local managing directors; Julio, Julian, Gyula, Mert, Andrzej and Marco, Co and Arnold, we aim to serve you with “anything” and “everything” you need to stay or become successful in producing, installing and servicing residential and industrial overhead doors. This FlexiForce Magazine is a reflection of that ambition. You will read about our new products and we present interesting interviews with the people from Tecsedo and Liftmaster. And we share some
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pragmatic marketing tips & tricks with you. I trust you will enjoy reading this magazine and I look forward to your feedback and comments. We need your voice to tell us how to improve and expand! In my “first 100 days” at FlexiForce, I will try to learn as much as I can on the market, our customers and on what FlexiForce can do for you. I would love to talk to you in person, so do not hesitate to invite me for a visit or a call. My contact details are below! Best regards, Hans Cramer General Manager EMEA +31-(0)6-31 77 89 74
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NEWS & UPDATES IDD-Parts Germany At the end of last year we passed a major milestone in the history of IDD-Parts! Bart Goetzee (President of FlexiForce Group) and Johan van der Linde (Managing Director IDD-Parts) officially opened a brand new company in Germany! Closer to the customers in the German market, IDD-Parts in Kassel offers spare parts, panels and automation for all (!) brands overhead doors and docking systems, like Alpha Deuren, Hörmann, Faltec, Nassau, Novoferm, Condoor, Günther, Crawford, HAFA, Loading Systems. Local manager is Mr. Kay Tobjinski, whom has extensive previous experience in the door industry. Therefore, know-how and products are available on this address: IDD-Parts Deutschland Hilschen 1 34270 Elgershausen (Kassel) T: +49 56019290985 E: info@iddparts.de I: www.iddparts.de Find several movies on IDD-Parts on youtube.com/iddparts
New videos!
LEAN RSC department FlexiForce Netherlands
We think that the best way to introduce you to our news, updates, products and systems is through video. Find new video’s on our website, but also on our Youtube channel and on www.vimeo.com/flexiforce. Binge-watching all videos or albums could become very addictive. Your FlexiForce “Netflix” channel! Recent videos: • Company introduction • ISC installation • forceLC2 • Many #ffin30s video’s
The growing demand for RSC FlatBed garage door hardware sets has forced us to increase the efficiency of our assembly department in the Netherlands. With our in-house LEANexperience, we were able to re-route the production flow. The result is that we have a higher production capacity now, with the same amount of people and in the same production space. Ready for more growth!
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PRICES TWO THOUSAND SEVENTEEN We have recently presented to you, in total five, dedicated price lists, issued for 2017: • HARDWARE PARTS • AUTOMATION • PANELS • RSC RESIDENTIAL HARDWARE SETS • ISC INDUSTRIAL HARDWARE SETS These lists allow you a good and clear overview of all FlexiForce products, systems and services, offered today out of FlexiForce subsidiaries in Europe, Middle East and Africa (EMEA). These books are available in printed version or as pdf-file. It makes it easy for you to select exactly the offer that fits your business model and your local market approach. It is our ambition to be the best supplying partner for everything needed to produce automated sectional overhead doors. Let’s grow our business together! If you want to receive (one of) these books, contact your sales team in FlexiForce!
Introduction: Marcel Cornelisse Marcel Cornelisse started per January 1st this year as our Product Development Director. Yet another sign that we take product development and innovation seriously. Marcel has a wide experience in R&D responsibility in high-tech production companies and he is ambitious in his plans for the FlexiForce R&D department and -projects.
CREATE RSC fully updated on new track sets To follow the changing demands in a changing market, we constantly adjust and expand our RSC garage door system range. We notice that in Europe, customers appreciate an almost unlimited choice when they configure the hardware sets for garage doors. Just as homeowners want unlimited choice
options! RSC is the bases for an expanding line of hardware systems for garage doors. To allow you to select and configure exactly the system that you need for your doors, we have now updated our Create RSC online configuration software. All new parts and tracks are included and so is a new way of calculating complete price matrices for you.
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Dieci anni! Forza FlexiForce Italia! 10 years ago we appointed Julio Gonzalez as our General Manager for what would soon become FlexiForce Italia Srl., our foothold in the Italian market. The aim was to bring our stock of product “close to you�, our Italian customers. Today FlexiForce Italy has a known and appreciated presence, out of a warehouse in Alfianello (Brescia), where Julio and his team support Italian door producers with hardware, automation, panels and solid support on any problem or demand they encounter. Congratulations to you and your team Julio!
Never ending obsession for quality Product quality is one of the highest priorities in FlexiForce. For those of you that are involved in quality control it will be no surprise that you constantly and obsessively have to check your procedures, your suppliers and of course, the products that come out of production. Bert van den Hazel, our quality manager is on it, as these pictures show him at our suppliers in China. Making product quality an integrated part of our R&D, outsourcing, production, distribution and customer installation.
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Door Art? Recently we found (and posted on Instagram) these doors in the Netherlands and in the USA. We think this counts as real garage door art? Please send your garage door art pictures to us! We will share these via our social media platforms.
New panel designs The surface finish design of panels is subject to fashion trends. More on this in the Tecsedo interview on page 12 of this magazine. Recently we introduced these new panel designs into our product range. Available in FlexiForce Poland. • panel fingersafe anthracite, smooth, single groove – 7016 (full range) • panel industrial dark silver – 9007 (only cut-to-size) For more details please contact the FlexiForce Poland sales department.
Our mission Marketing Communication Manager, Jeroen de Graaf, leaves no doubt in what our mission is!
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#FFIN30S
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IF YOU CANNOT EXPLAIN IT IN 30 SECONDS... …you don’t understand it well enough! It is a given fact that over 33% of viewers quit watching an online video after 30 seconds. The time in which we all want to get our information is limited. But at FlexiForce we also learned that pressing ourselves on making a explanatory product video as compact as possible forces us to drill down to the core of the product story and leave out all the less important subjects. So far we have released over 30 different “#FFin30s” videos. Short product explanation video’s that show you the product, the application and a glimpse of the installation. We post every week a new video on Instagram and on our Vimeo channel. We alert you via LinkedIn and Facebook on each release. Find all video’s we have made so far in one album on https://vimeo.com/album/4321287 This series of videos might be a reason for you to start following us on Instagram. You can watch daily pictures and videos, on your smart phone. Good for a quick impression or inspiration on doors, FlexiForce and product applications. On Instagram, search for #FFin30s. You will see all the 30 second movies on Instagram! Forget about Twitter, and start following us on: www.instagram.com/flexiforce
#FFin30s
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INTERVIEW WITH THE FOUNDERS OF TECSEDO PANEL COMPANY
SWISS MADE PANELS!
Michele Tognelli, General Manager
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As you have read in earlier magazines and online postings, all FlexiForce companies now offer overhead door panels to the market. This service is organized locally, allowing each FlexiForce location to offer the brand and stock that the regional market is asking for. One of our strategic partners in panels is the Swiss company Tecsedo. We recently had the opportunity to sync-up with the owners, the brothers Michele and Marco Tognelli. We talked about the company, the market and the cooperation with FlexiForce.
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Marco Tognelli, CEO
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Could you give us a short history lesson on your family involvement in the early days of the European overhead door market? As engineers, we’ve followed the family tradition started by our father Giorgio, who was a pioneer in the composite panel business in Europe since the middle of the ’60s of the last century. During the late ‘80s he was among the first who believed in the development of the sectional door market in Europe, by means of specific types of composite panels, as was the case in the USA. The turning point was his implementation in 1990 of a dedicated production line for these products, which - at that time in Europe - still represented a niche in the market of panels as building material. We worked with him for a decade; he taught us a trade and a style. We are deeply grateful for his legacy.
“ Swiss made is well known as synonymous of quality, precision, service and reliability.” commercialized panels in more than 50 countries all over the world, for all kinds of application. How do you benefit and live up to the “SWISS MADE” quality expectations? Marco: Swiss made is well known as synonymous of quality, precision, service and reliability. What can I add….”our word is our bond”. As a dynamic lean-structured company, innovation oriented, we are “listening” to the market needs and developing, day-to-day, new products as well as increasing quality and service. All the above is made possible through a reliable relationship and a close collaboration established with both customers and suppliers. Even in a price sensitive market customers know that what they pay is what they get, in terms of quality and service. Our policy is to have the best quality/price ratio on the market, Swiss made guaranteed. We have a loyal base of happy customers, which proves we deliver good quality panels.
When did you start Tecsedo and were you both involved from the start? Michele: The company was founded in Switzerland at the beginning of the year 2000 by both of us and we jointly worked, with different tasks, on the installation and start-up of the panel production line, which took place at the beginning of 2001. In 2011 we re-invested again by totally revamping and upgrading the panel line.
What is your view on the “sustainability” of panels? Will we see different materials in the near future? Michele: Independently from the possibility to reuse the sections like insulation boards within other building material, today the European Union considers metal composite PUR panels as “just” a special waste (polyurethane foam without CFC, HCFC and HFC). Panels can be simply disposed of as a non-hazardous material, as per each country’s regulation. The metal sheets are certainly fully recyclable and I know that there are some ways to recycle the polyurethane foam with either a mechanical method, or a chemical one.
What is your approach to the market and how do you see product quality in a price sensitive market? Marco: Tecsedo, acronym for TECnologies for SEctional DOors, is specialised in production and international distribution of panels for insulated sectional doors, both industrial and residential. The production facility is located in Canton Grabunden (CH) – a geographical strategic position for distribution throughout all of Europe – on an area of 22.000 sqm (8.000 sqm covered). Our production capacity is 3 million linear meters of panels per year and from the start-up we have
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We hope that waste disposal companies will be obliged to choose these options more and more in future. On the other hand, I do not believe that other materials will easily replace the existing ones, which are optimal in terms of: price per square meter, long lasting physical barrier, aesthetic appearance and designs. Also, composite panels are light and combine a very low thermal conductivity together with good mechanical behaviour and dimensional stability. Of course, wood could be considered as “the” sustainable material, but the price, the weight and the maintenance demands make wood only popular in a niche market. Do you think that increasing the thickness of a panel to 60mm or 80mm will be the answer to the higher European energy efficiency demands on buildings? Michele: The insulation values depend on the thickness of the panels but also on the thermal conductivity of the specific insulation material (polyurethane foam). The type of blowing agent that is being utilized affects these values. Recently, a very promising (still ODP=0 & GWP < 10) blowing agent has been introduced. It has a 25% lower thermal conductivity than the existing foams. This means that a so-produced 40mm panel could achieve the same thermal transmittance of a 50mm one with the present system. The higher cost of this new product is compensated by the fact that now a 40mm panel, with available standard hardware, can be applied instead of thicker panels. On customer demand we could certainly consider integrating our panel offer accordingly. Another element for the evaluation of the energy efficiency of a door is related to the conception of the panel itself: the metal structure of the panel plays a relevant role for the determination of the U-value of the door. When panels have a “monoshell” design, a high thermal bridge between external and internal sides is inevitable, at male and female parts (the “joint”) of the panel. This fact has to be considered when calculating the total U-value, thus reducing in a significant way the insulation that could be obtained with a more “classic” panel design, like the ones Tecsedo offers. So there is more to it than just making the panel thicker!
“ Smooth, architectural panels have taken the place lately of the Georgian cassette’s type.”
The end-user is only interested in the outside of his door. What designs are very popular today and tomorrow? Marco: When we started there were just 4 models in 2 heights, all of them in 2 embossed finishes in a few RAL colours. Now we are producing 15 models in 3 heights with 5 finishes, leading up to 225 versions in at least 50 different colours. The necessity to follow market requirements also allows for the opportunity to propose new finish surface designs. The market has changed a lot in the past 20 years. Smooth, architectural panels, with
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different finishes like polygrain, sandgrain and wood imitations have taken the place lately of the Georgian cassette’s type, which is approaching the end of its career.
“ We are very pleased with the FlexiForce Group’s trust in Tecsedo.”
Request of colours is also changing: dark colours such as anthracite are on increasing demand. Our R&D is always involved in studying new products and we have also registered at WIPO a new 3D panel design that we presented during the last R&T in Stuttgart as a concept.
a good opportunity for us to become better known in the market through these FlexiForce relationships. We therefore have dedicated support to each FlexiForce sales team in terms of technical and sales training, so that they can better explain any concept on our panels and eventually suggest the best solutions. As for new customers, there is a mutual respect between FlexiForce and Tecsedo and in the end, we both want to always agree on what is the best solution for the customer. Whether that is buying from FlexiForce or buying directly from us. Both companies value “happy customers” highly!
How do you see the cooperation with FlexiForce? Michele: First of all we are very pleased with the FlexiForce Group’s trust in Tecsedo; we consider FlexiForce to have a strong “opinion leadership” in the sectional door market worldwide. Our aim is to work with all the FlexiForce subsidiaries and we are confident that our growing relationship still has many mutual opportunities. Given the fact that the FlexiForce companies are often closer to the customer than our plant, it is for the final customers convenient to know that FlexiForce has our products in stock. They offer it in small quantities like half a truckload, a few packs or even single panels sometimes already cut. So the customer has not any issue regarding delivery time, transportation costs, credit line, order bureaucracy, etc. This distribution service is very important and of course has a price. But the price is reasonable in relation to the offered service. In addition we understand that FlexiForce sales persons have longterm relationships with their small-mid buyers and we see it as
Contact your FlexiForce subsidiary to find out more on our local offering to you!
NB! FlexiForce offers door panels from various panel producers. And we work together with all panel producers in providing the needed hardware to fit available panels in the market. Furthermore, we cooperate with panel producers independently in CE testing and ITTR.
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SPRINGTIME 2.1! MOBILE APP FOR ON-SITE SUPPORT A door mechanic who is on-site to install a new door, to repair, or service an existing door is often very much left “on his own” when it comes to solving issues or finding solutions for technical problems. It is for that reason that FlexiForce introduced SpringTime.
Today SpringTime offers: 1. Easy identification of broken torsion springs. 2. A list of up-sell products. 3. Information on service tools and products. 4. News on installation, service or repair. 5. Checklists and standard maintenance contract templates etc. 6. Contact details of all FlexiForce and IDD-Parts companies in Europe.
SpringTime is a smartphone App that supports overhead door installers, service mechanics and repair companies with easy answers to questions and doubts that often arise while at a door site. “Is this a left or a right spring?” “What spring code I need to order?” “What can I offer or up-sell to this door owner during my visit?” “What to do when the cable is broken?” “Is there a check list on what to look at during maintenance?” “Which door or panel brand is it?” And more. SpringTime acts as your support team, with you to guide you through all the worries and doubts. On your mobile phone or tablet.
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Tomorrow we will add: 7. Easy identification of door panels and door brands 8. Easy system selection for your build-in situation (w x h, headroom, obstacles, etc.) 9. More news and updates, pushed to you via the app symbol alert To profit from this new FlexiForce and IDD-Parts communication channel download SpringTime for free from the Apple iPhone app store (iOs) or from Google Play (Android). Find a movie on SpringTime on: vimeo.com/flexiforce
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SPOTLIGHT: FORCELC2 LIGHT CURTAIN
Recently we have upgraded forceLC2 with: • Length of the total curtain is now 2.640mm. • Active height is 2.520mm. • Distance between LED’s above the 500mm decreased from 195mm to 180mm. • Additional mounting holes in the light curtain to save mounting space. • Not necessary to change polarity of the transmitter with door width <4000mm. • Different LED’s, easier to align the light curtain. • No error codes when door is stopped half way or during opening. • Possibility to close the door from any random position. • Blanking function only requires a covering of last 2 activated LED’s
A power operated door that automatically closes needs to be stopped when it hits an obstacle or person. To obtain this safety, there are different safety edge systems for industrial doors available and approved in the market: • Safety light curtain class2 • Opto-sensor system • Pneumatic safety system • Loop detection • Photocell safety The choice between these systems is often done on personal experience arguments. But going for experience only will withhold you from trying what is perhaps even the safest and easiest solution: ForceLC2 light curtain! The sales of our Class 2 light curtain forceLC2, is growing rapidly. Apparently, the market not only recognizes the need for safety solutions but also appreciates the convenience and the economics of a light curtain versus complex safety edge systems.
People that already installed forceLC2 will understand the benefits of these upgrades. People that have not bought the forceLC2 yet: Contact us to hear all the advantages of using it! forceLC2 Class 2 light curtain € 365,- (complete system)
ForceLC2 (type 2 device) can be applied as stand-alone safety device because it is self-testing. ForceLC2 covers the bottom 2.640 mm of the door opening and with that fulfils all requirements of EN12978 and EN12453. A unique feature of the forceLC2 is that it is completely self-contained and connects directly into the OSE input of the controller of any door operator brand. So, no adaptor or interfaces required.
Find more details in our website catalogue or find a movie on: vimeo.com/flexiforce.
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“ The industry’s biggest challenges are awareness and acceptance.”
Martin Heckmann
www.flexiforce.com
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INTERVIEW
THE FUTURE OF HOME CONNECTIVITY An interview with Martin Heckmann, Director, Emerging Business, Chamberlain Group.
We have touched upon the subject before, but now we feel we need to step into it again, since the developments of “SMART HOMES” is accelerating in such a way that every day new appliances, platforms and future ideas are launched. We are lucky to be in a solid partnership with a leading company in this field, Chamberlain LiftMaster. Today we sit down with their “go-to”-man on connected product apps and services, Mr. Martin Heckmann. LiftMaster was ‘early’ to the market with internet-connectivity of garage door openers, with its MyQ technology. Can you tell us how that started and where it is now? In 2011, LiftMaster, and parent company Chamberlain, was the first company to connect the garage door and gate opener to smartphones when they launched their MyQ technology. With MyQ technology, users have the ability to open, close, and monitor their garage or gate from anywhere in the world, and receive alerts of door activity. Since the garage door often serves as the main entry point to the home in North America, MyQ addresses that moment we’ve all experienced when we drive away from home and then wonder: “Did I forget to close my garage door?”
Martin, could you please introduce yourself? I was born and raised in Stuttgart, Germany, and came to the U.S. 18-years ago when I received an athletic scholarship to play soccer for Rollins College. Since earning both my bachelor’s and master’s degrees, I’ve worked with Fortune 500 companies in both Europe and the U.S. My responsibilities have spanned product, channel and brand marketing. At present, I live in Chicago and am Chamberlain’s Director, Emerging Business. How did you get involved in smart home technology? I began working on smart home tech in 2008-2009 while at Black & Decker. At the time, the concept of IoT (FF: Internet of Things) was very raw and there were very few home products that connected to your smartphone. When I took on a new position at Hunter Fan, I led a team that worked on building a connected thermostat, which at that time was a concept that hadn’t been done before in this configuration. Well, just as we were finalizing a commercial plan for our connected thermostat in October 2011, Nest beat us to the punch by announcing their first-generation thermostat, which effectively reshaped the entire smart home industry.
Our technology gives homeowners access and knowledge. Users can access and monitor their garage or gate when they are at home or when they are away. They gain valuable insights into who is coming and going from home, such as their spouse leaving for their work or their kids coming home from school. MyQ delivers value to their everyday lives. We’ve come a long way these past 6-years: we’re adding new MyQ devices and customers to our system every day and delivering close to 1 billion push notifications every year. In addition, we’ve announced partnerships with Apple, Nest, Wink, Comcast and Samsung SmartThings, and we are considered a
Since my work at Hunter Fan, I knew I wanted to continue working in connected-products category. It’s been rewarding as I’ve witnessed connected tech become disseminated throughout the entire house.
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“ Delivering close to 1 billion push notifications every year”
The real utility of many of these devices needs to be experienced. We’ve found that once people have used a connected garage door or gate opener, they quickly come to rely on it on a daily basis and can’t imagine their lives without it.
major player in the connected-home category. I find working in this space very exciting and a privilege.
Are there any security risks in applying these technologies? LiftMaster’s brand and reputation are built on a heritage of delivering safe and secure products to consumers. Because our MyQ technology controls the main entry point to the home for many people, we take safety and security very seriously. It’s absolutely our number one priority. Our security processes include using industry-leading encryption technology that is also implemented by financial and healthcare industries.
How do you see the future of Smart Homes in general? Will it become widely accepted and used? Without a doubt, smart homes will become more widely accepted and adopted by consumers. As tech becomes more affordable and manufacturers provide more competitive price points, in time, it will become more available to a growing segment of the population. There are millions of connected devices in consumer homes today, and analysts expect about 30 billion devices to be deployed in just the next five years.
What role do consumers play in making sure their home is safe and secure? While LiftMaster applies multiple security layers to its MyQ technology to ensure the strongest levels of security,
Right now, since we’re still in the early adopter stage, the industry’s biggest challenges are awareness and acceptance.
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homeowners need to understand they have an important role to play as well. One of the most important things homeowners can do is secure their Wi-Fi networks by using strong passwords and security settings. The industry seems to be still searching for the universal or winning platform on which to connect. How does Liftmaster make sure to “bet on the right horse”? I don’t anticipate there will be an outright winner, but instead the co-existence of multiple platforms. People don’t walk into a home improvement store because they want to connect all of their electronic devices. On the contrary, consumers are seeking a specific product or technology to meet a particular need, not necessarily a platform that to unite a whole host of devices, at least not at the outset. It’s interesting to know that more than 50% of users still have a single point solution, and it’s really the early adopters, a small subset of users, who are looking for that ecosystem that can connect all of their devices. At LiftMaster, our goal is to bring users a best-in-class experience, providing them a unique level of access and control that meets their needs as they come and go through the garage or gate every day. What is LiftMaster’s niche and area of expertise? Clearly, it’s access controls and the knowledge that comes with it. This is where we want to focus our energy, address all relevant segments of the market, and provide meaningful solutions to end-users. How does MyQ fit in to the IoT world that is now offering thermostats, locks, lighting, garage door openers, security camera’s, refrigerators? Since we are the largest manufacturer of garage door openers in North America, we have a great opportunity to increase our footprint within the home. We have lighting products that integrate with our garage door openers as well as partnerships addressing relevant use cases such as video and security system integrations. We’re looking at other adjacencies that fit with securing the perimeter of the home, and finding there are many ways we can integrate with other companies and devices.
a commercial site with 15-20 dock bays that need to be opened and closed, we’re identifying lots of opportunity to save sites significant money. What will be the next step for LiftMaster? Will you expand to other products? What new features will MyQ offer? LiftMaster’s goal is to make smart, strategic connections with other devices and platforms that will provide more control, convenience, safety, and peace of mind to people’s everyday lives. We are definitely looking to expand into other products and enter new categories where it makes sense. Regarding new features, in the next months, we’ll deploy our Family Sharing feature, which allows up to three MyQ users to easily access and control their MyQ devices. This new functionality ensures that family members, guests, even the dog-walker or nanny, will always have access to the garage door and gate when they need it.
Is LiftMaster happy with the implementation rate of MyQ? Is that different in Europe versus your home market USA? We have an actively and rapidly growing user base in Europe and the U.S. The European and North American markets are quite different. Europe has a more fragmented market, with a mix of gated communities and detached garages. North America is more of a garage market. From an opportunity standpoint, Europe is just as large as the U.S., and we’re working diligently in both areas to identify and implement various strategies that make sense for each region.
In addition, we’re gearing up to launch a new version of our MyQ technology that is fully integrated with Apple HomeKit, and currently slotted to launch in Europe later this year. We’re very excited about the HomeKit integration as it will allow users to open, close, or check the status of their garage door and other third-party devices using the Home or MyQ app, using Siri voice control.
We talk a lot about “Smart Homes”, but commercial/industrial sites will have the same demands and wishes? Do you foresee this and how do you play a role in that? Strategically, increasing our footprint within the industrial sector makes good sense, as we already know many of the distributors and customers in this industry. We’re currently running pilot programs with various players in the space, and we’re finding that our solution is being very well received. When you think of
Find more information on MyQ and the Liftmaster Evolution garage door openers in our online catalogue and on www.flexiforce.com
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MARKETING TIPS & TRICKS
RED CARPET By Jeroen de Graaf, Marketing Communications Manager EMEA
www.flexiforce.com
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GUIDELINES FOR WELCOMING CUSTOMERS A dream of every supplier is to have customers visit her facilities. It is a unique opportunity to show your customer your expertise, your people, your know-how, your products. In other words, a customer visit is a unique moment to present the company and distinguish from the competition. That is why in FlexiForce we have made our own guidelines to make sure customers and other visitors experience a visit really as a “red carpet treatment”, worth their time and travel. We present you these guidelines openly, to allow you to profit from our ideas and approach, obviously free of obligation. Just “pick our brain” on this if you want. Most of the things are of course very obvious, but as you know from your own experience, not all companies did remove that dead plant or dirty coffee cup from their showroom before you entered. Feel free to steel with pride from us!
RED CARPET TREATMENT FLEXIFORCE To make sure that we all welcome our customers in a proper, effective and consistent way, below the “do’s” and “don’ts” we have as instruction for our people.
DON’TS No parking space free for visitors, while you have one or more parking spaces for “Management”. No personal welcome, but a closed room, in which only a telephone, and a sign: “Call 234 for reception”. A sign on the desk “No sales people without appointment!!!!!”
GOAL OF A CUSTOMER VISIT Strengthen the relationship. Increase the business with this customer.
hare our know-how (production/ S logistics/R&D/LEAN/marketing/product/ application). Learn from the customer on what he/she needs. Offer specific solutions. Meet with the FlexiForce team. Deliver some “wow!”. A visit to FlexiForce must always inspire customers with new ideas, directions, solutions and impressions.
DO’S Invite customers to visit! Confirm the appointment clearly Offer a route-description or public transport connections. Offer a personal pick-up at the railway station or airport. Offer to book a hotel room (normally to be paid by the customer himself). Choose hotels that you know well, which are respectable but not over the top. Suggest collecting the customer from his hotel in the morning (make sure your car is clean).
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Make sure the customer feels welcome when entering Parking place for visitors should be available and not be used by FlexiForce staff. Building and entrance must look tidy and clean. There should be a welcome sign in the reception area/hall, with customer name and logo. Fresh flowers and the latest FlexiForce Magazines available. Arrange that the people at the reception know who is coming. Recognition is a good welcome. Make sure you are in your office (reachable) when the visit arrives. Book the showroom/meeting room/ inspiration center for your meeting.
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Arrange with the production leader to have a clean and tidy factory. Turn radios down. Follow a fixed tour with subjects you would like to show.
I nform the FlexiForce people beforehand that you want to engage in the visit with the right customer information, pending matters, special interests, specific goals of the meeting. Make sure your showroom is up to date: no missing parts, old items, dusty products, dead plants, half empty coffee cups, etc. Present on the presentation screen in the meeting room a welcome to the customer (first page of general FlexiForcepresentation) with customer name and logo. Have FlexiForce note blocks and pens on the table. Proper documentation. FlexiForce coffee cups/glasses, etc. Agree with the visitor on the time schedule and agenda; get structure in the meeting before it wanders off in all directions. Exchange business cards at the beginning of the meeting and present your position in the FlexiForce organisation. Turn of your mobile phone!
Guided tour Through your facilities, reception area, showroom, factory/warehouse. Now it gets serious. The customer will really see what our company is all about. Therefore make sure you prepare. Let everybody know who is visiting. Motivate employees in office and factory to greet the customer and engage in explanations, respond to questions. Make sure company management is available to join (partly) the meeting. As the guide, avoid surprises: pre-walk the route in the morning, check the locations. Maybe there is an order being prepared for this customer in production or warehouse?
www.flexiforce.com
For safety reasons, make sure the visitors wear yellow safety vests and instruct them to stay on the designated green pathways. Show in the R&D-center the latest developments. Although sometimes still a secret, the visit is a unique opportunity to hear the voice of the customer on our projects. No pictures allowed here.
Lunch/diner Offer lunch in-house or in a restaurant. In the evening offer dinner and touristic tour if appropriate and appreciated.
Closure/after care Summarize the discussed subjects with the customer. Make note of agreements, promises and action. Say when you are doing the actions.
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Ask the customer on his impression of FlexiForce. Are there any subjects that are not clear? Should we improve on what? Fix time for new appointment (next year, next month). Give the customer a FlexiForce give-away present as a souvenir. Hand over documentation, samples and FlexiForce goody bag. Make a group picture and if allowed, share the visit on FlexiForce Social Media platforms. Bring the customer to hotel, station, airport or to his car.
Afterwards Send a message to thank for the visit and confirm actions. Make sure you or your inside sales team sends the customer the agreed docs, quotes, etc. Report on your meeting with relevant people inside FlexiForce international. Clean up the showroom. Thank everybody involved at FlexiForce for his or her participation in making it a successful visit.
MAY 2017 GB
FLEXIFORCE INSPIRATION CENTER NETHERLANDS With our pay-off “INNOVATIONS FOR OVERHEAD DOORS”, we decided to support this slogan by creating a true “Inspiration Center” in our headquarters in Barneveld. The Inspiration Center is a place where FlexiForce marketing and R&D departments and customer meeting rooms and showroom come together. Allowing for interaction and exchange of innovations, ideas and direct customer feedback. Some of the things we did to make a visit more inspiring, fun and impressive are: • Door center. All our latest products in their application situation: on doors! • Working automation solutions like MyQ internet access for garage door motors connected to a NEST CAM. • Demonstration kit for spring tensioning. • Inspirational quotes and pictures on doors and in hallways. • Clear signs and display cases for products. • FlexiForce cups, plates, glasses. • Good coffee (Nespresso)! • Free Wi-Fi (of course). • Comfortable, spacy and clear meeting rooms. Air-conditioned (of course). • Good presentation tools/beamers/screens. • Fun by foosball table made out of garage door parts, checkers board from rollers, etc. Most of these things do not cost a lot of money, but they show our attention to making the visit one to remember. Concluding, a visit to FlexiForce should be fun and inspiring. Because……. if it is not fun, why do it?
Feel free to contact us on helping you to create your own red carpet plan for our company. Or feel free to visit us in any FlexiForce subsidiary in Europe and do check if all of the above is true!
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MARKETING: SOCIAL MEDIA TIPS&TRICKS We can say from experience (and we do hope that many of you, being our followers, agree on it) that using social media, as part of our communication with our customers can be very effective and valuable. FlexiForce posts regularly news and updates on Facebook, Twitter, LinkedIn and Instagram. We use YouTube, Vimeo, Flickr and ISSUU for providing content like movies, manuals,
magazines, high-res pictures and product overviews. But our followers appreciate mostly the fact that we are continuously connected with them. For those of you that are not yet, with your company, very active on social media, we have gathered some tips & tricks. Far from complete, but it might give you some directions. Feel free to contact us for more advise or support.
4 Steps social media approach
1. Who are you and what do you want to share with who? 2. Where (on which platform) is your audience 3. Post regularly, relevant updates
On social media, the strategy is:
CONNECT CONVERT COLLABORATE
92%
of consumers only trust peer-recommendations. That is: word of mouth and recommendations from friends or people they follow/admire/trust.
4. Measure and analyse the results Adapt where needed
Video killed the radio star Not ony that, video is
80% of B-to-B social
killing printed media and long texts as well. Internet users love video. They are 40% more likely to share. The average person is watching 206 video’s per month online. “If you want viewers to fall in love with your brand, use video!”
media leads come from LinkedIn.
Video: Keep it short and simple 33% of the viewers leave your video after 30 seconds. 45% is gone at the minute. And in two minutes you have lost 60% of the viewers.
Since the majority (72% in 2016) of social media posts and videos are being viewed only on a smart phone and since 94% of users keep their smart phone vertically only, you might consider making square or vertical video’s and pictures. Landscape for desktop and tablet, portrait for phones.
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94%
MAY 2017 GB
CONTENT = Relevant content depends highly on who you are. Successful content is: personal, transparent, news, interesting, thoughtleading, funny (but in style), creative, varying, surprising. Start thinking like an editor: Look around you and think: What would interest my customers.
My name is: CONTENT! If a company is present on social media, the audience expects regular postings and news. A LinkedIn page without at least a weekly post, is like a crowded theatre where nothing happens on stage. Soon the theatre will be empty…
Ideas: orders ready for shipment in your warehouse, a group picture with your customer, new products, your technical team working on something nice, doors you have installed, customers that are happy with their new door, the weather outside your office, Xmas celebrations with your team, something that went wrong,
Take it personally!
Like!
There seems to be a big gap between the management strategy of companies and the social media postings. This is often because management (often middle aged or older) doesn’t have any feel or experience for social media, so posting is left to the marketing assistant or secretary or somebody that happens to be the company expert on social media. To avoid the risk that the company’s strategy and culture (tone-of-voice) is not communicated through social media, management should consider becoming more active in personal posts and company posts.
Get more followers An active approach on increasing the number of followers leads to high quality results. More followers means more conversion to your website, which means better ranking of your website in Google, which means more finds, which means…etc.. To get more “quality” followers: • Have as many people inside your company share and like your posts • Promote your messages with small amounts (f.e. in Facebook 15 euro will
When your company posts a message or a video, feel free to like it and share it on your personal profiles. That will increase the “reach” of a message big time! If CEO’s, management or sales people post personally, followers will recognize their pride in their company. This could be seen as a peer-recommendation!
give you massive reach already), target the promotion by: region, friends of your friends, or type of business. • Invite every “like” to also like your company page • On all your other communication (email signature, invoices, presentations, adverts, service-vans, etc.) highlight your presence (and URL) on Facebook, LinkedIn or Instagram. • Become as company active in following other companies (customers, suppliers). Like and share their messages.
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FLEXIFORCE MAGAZINE #72
NEW PRODUCTS AND INNOVATIONS By Ben Klaassen, Product Manager EMEA
I am very happy to introduce you to a lot of new and exciting FlexiForce products and systems. First let me introduce myself. I am Ben Klaassen, working for FlexiForce since 2015 as Product Manager for the European region. In the past two years, I have met several of our customers in Europe, getting to know the door market and present and discuss upcoming product launches.
Almost since the start of FlexiForce, innovation has been a main priority. Continuous product improvements, which must potentially lead to: • growth of the business for our customers by adding new products • enabling simple and fast installation • reducing use of material to reduce costs • providing a safer installation and use of the door • energy efficiency and sustainability solutions • enabling customers to produce doors in line with legislation
At FlexiForce, a product manager is the liaison between: • the market: our customers represented by our sales teams in all FlexiForce locations. • the supply chain: our suppliers and factories, represented by our purchasing teams. • the R&D department and quality teams • the marketing communication department • the P&L responsible management. I see it as my mission to translate customer demands into innovation projects with a clear scope on what needs to be developed or produced. In a two weekly Product Council, all stakeholders come together to make sure our development projects get the proper priority, planning and the desired end result.
The red line in all our innovation projects are the market drivers: Design, Sustainability, Convenience, Safety, Security and of course economic values versus costs. Please let me update you on our latest introductions.
www.flexiforce.com
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NEW PRODUCTS – AVAILABLE FROM STOCK Let me start with some small products, each with their own specific advantages:
LED-BAR-R – Warning LED light in bottom section A great upsell product that is really easy to add to the door is the LED-BAR-R. A warning signal indicating the door is moving prevents trucks/forklifts or people go through the door. Simple addition helping to prevent damage of the door in daily use! See #ffin30s movie!
9700W – Wireless keypad for access control The 9700W is a complete keypad lock for use on residential and industrial doors and gates. The 9700W is a wireless alternative for the 9700V12/24. It offers a complete and wireless kit that is easy to install, use and maintain. Without the need for extra wires it can cover a distance of approx. 30m, has a strong plastic cover with a stainless steel finish, and is equipped with a durable 9V battery, making sure it will last a long time before it needs to be replaced. Very low-maintenance, which makes it the perfect addition to any door and gate as a quick upsell.
9700TAG – Magnetic access tag for 9700V24 Easy access without entering the code, with a personal access tag. This access tag is a small magnetic tag, which can be easily carried on any key ring that limits the risk of losing it. Programming the 9700TAG is as easy as the 9700CARD, which makes it easy to replace! A great addition to your (after-) sales offerings. See #ffin30s movie!
ISTT-family expands The “way-above-expectations”-sales numbers of ISTT, our Industrial Spring Tensioning Tool, proved to us that we took the right decision introducing it to the market. Also the easy trolley, ISTT-GO, is a major success. Now we follow up on additional demands from our customers, by introducing in April 2017 an ISTT-125 for doors equipped with a 1¼” shaft. Besides that, we offer some spare parts for the device, the ISTT-PEN-A (for 2” and 2,63” springs) and the ISTT-PEN-B (for 3,75” and 6” springs). This way the health and safety advantages of this tool become available for all doors!
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FFVL18 – Upgraded cable drum Step by step we are upgrading our cable drums. Once the expensive tooling needs to be replaced, our R&D department takes a close look at how to improve the drum before we order the new tooling. Better tolerances, less aluminium and better dimensions are the result on the new FFVL18. This is a running change.
USA-8 – Improved bearing plates We have updated our universal bearing plate USA8. With this update, we increased the length of the slotted hole, to increase the flexibility in installation to overcome wall differences. The USA8 is available in a left and right hand version, which makes it possible to use the USA8 as a side bearing plate as well. Commonly used as a center bearing plate due to the universality in heart distance: 76-152mm.
TS417L/R - Top roller carrier This is a new top roller bracket that is applied in our RSC-T 2.0 system. The dedicated design of this bracket allows the cable to run inside the track, which is a save solution! The update on the TS417 are the additional slotted holes. These make the positioning of the bracket more flexible whilst keeping 4 screws to mount the bracket. Convenient for the installer! Soon available: the white version of this top roller bracket!
421AC - Adjustable bottom bracket We have introduced an adjustable residential bottom bracket, suitable for max 4mm cable. Easy to adjust the cable length to exact length. The 421AC is suitable for tracks with springs in front and springs in rear, with a maximum door weight of 160kgs.
61LP – Adjustable lock plate A new adjustable lock plate in our range: 61LP. This plate allows you to punch a lock hole in the track with bigger tolerances. This way, the installer can easily install the lock, by adjusting the final position of the lock plate. This is convenient for the installer in aligning the lock plate exactly to the lock position. It prevents additional hole drilling on site, which keeps the track as nice as you delivered it. See #ffin30s movie!
325B – Smart bearing retainer Our 35 year old 325 bearing retainer has been upgraded to 325B. This new bearing retainer contains 2 pre-pressed M8 bolts, which eliminates hassle with loose bolts and nuts during industrial bearing plate and shaft installation. Your mechanic will love it! See @ffin30s movie!
www.flexiforce.com
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SYSTEM UPGRADES AND NEW PRODUCTS logic way. This way it is easy to recognize the profile and track selection in the article code. Your sales team can help you to change to the new coding, so you are up to date in your product selections! See #ffin30s movie! On top of all that information, we introduce some new products to RSC:
Our residential systems, RSC are just reintroduced to you in the PRICES RSC book that you have received on your desk and that is available via our website or ISSUU pages. Clarifying all the systems and the almost unlimited number of choices to make RSC really your personal system. With this reintroduction, we took the opportunity to synchronise our article codes in a
RSC Block door brackets In order for our customers to be able to produce a block door (pre-assembled door), we have launched 2 brackets helping transportation of the door. Fixation of the track to the panel is very important when transporting the door completely pre-assembled. These universal brackets support in that. We also created a quick manual how to use these in combination with our RSC(-T) systems. See #ffin30s movie!
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RSC-T Tension spring brackets In order to provide the option to limit the stock of tracks in your warehouses, we provide the RSC-T brackets as separate parts in bulk. The dedicated pulley bracket and spring connection bracket can be easily mounted to the 915VL tracks (RSCVT/RSCVTC) to transfer them to RSC-T tracks.
RSC Thermal Efficiency
1088TF
1088TF
1088TF
RSC Thermal efficiency: The best residential seals! Thermal efficiency becomes more and more important for homeowners in Europe. Besides the panel insulation, seals have a big impact on the thermal transmittance, and with that the U-value, of the door. With introducing the RSC tracks, we have launched 2 new seal options allowing you to offer different configurations. A standard 1088 side seal, and two thermal break side seals 1088T(F), with an air chamber on the seal increasing the thermal value of the seal with 27%.
1035SR 1030
ISC â&#x20AC;&#x201C; Industrial products We are working hard to introduce our new industrial hardware set system, ISC, to the market. At this stage, all products and technical information on ISC is available to all of our customers. In other words, you are today already able to profit from the advantages of ISC, by making your own hardware sets in your own production area. Below you will find more details on this. The release of the CREATE ISC online configurator will be communicated to you via our website news.
www.flexiforce.com
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ISC Smart bearing plates, 3111FL/Retc. These are really smart new side bearing plates for our industrial systems! Easy installation and providing lots of smart improvements! These side-bearing plates allow you to use the strong part of the building and limit the need for additional mounting surface. The side bearing plates are mounted in line with the vertical angle profile, which limits the mounting surface above the opening of the door. And we’ve added more smart innovation to the side bearing plates: • Easy hook in for the shaft • Smart hole pattern, prepared for bearing retainer and chain hoist fixations • Positioning options for horizontal alignment • Lateral adjustment scale indication for HL and FHL systems Springs are mounted from outside-in, which makes it possible to mount the spring break device to the side bearing plate. This prevents the need of additional drilling to the wall when the shaft is already on its position. In this way, it is always in the right position! The operator can be connected to the side bearing plate with our new operator bracket 300PB. This way, no additional holes to the wall and the operator is always perfectly aligned with the shaft position = no hassle! The side bearing plates come in three sizes for heart-distances: 111mm, 127mm and 152mm. See #ffin30s movie!
ISC Technical Support In order to provide system support to our bulk-customers, we have composed a clear and compact ISC TECHBOOK, showing all the dimensions and details of our currently available Lift Systems: NL, HL, VL, FHL and FTR. Upcoming systems as LHR will be added when available. This document helps determining the products needed for track sets, and provides system details. We continuously improve this document, so we have published this file online. Download it from www.flexiforce.com. In addition to that, production manuals for the track sets are available on our website. On top of that, find a clear and detailed ISC INSTALLATION MOVIE on our channel on www.vimeo.com/flexiforce.
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ISC Thermal Efficiency
But, that is not all. Even more interesting than the new products that we have introduced so far, are the products and systems that are now “live and kicking” in our R&D department. With the risk of raising direct interest in products that are still in the development process, I would like to share openly with you are bigger future innovations: - Thermal break Reflection - Pass door in Reflection - ISC-LHR - Renovation solution for RSC Ask for details about these innovations to your sales representative.
Concluding As you conclude from all these new products and plans, FlexiForce is determined to keep and expand her leading position in the market for overhead door hardware, automation and panels. Not only in sheer size of our turnover, but also in aiming to be the most innovative company in this market. I am happy to play a solid role in this FlexiForce ambition, as “your” product manager. Please do not hesitate to contact me on any idea, demand and question or remark you might have on our products or services. I like to learn more from you in order to make sure that our next introduction is exactly what you need to grow your business. Ben Klaassen Product Manager FlexiForce EMEA +31(0)6 51 967 964 ben.klaassen@flexiforce.com
www.flexiforce.com
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1036DN
1088IT
1088IT
ISC Thermal efficiency: The best industrial seals! With upcoming demand for higher insulated doors in industrial/commercial buildings, we offer different solutions in our new ISC configuration. With an additional side seal 1088IT we provide the opportunity to improve the U-value of the door. The additional air chamber designed in the profile, provides a 30% better U-value compared to the standard 1088I side seal. This side seal is available in 3 standard lengths. In the coming year, we continue to search for good alternatives to improve the thermal values of the door, to meet regulations in the coming years, without compromising on strength, application and aesthetics of the door.
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AGENDA: DOOR EXHIBITIONS IN EUROPE This year, FlexiForce will only exhibit on the IDA EXPO in the USA. In Europe we have started our preparations for the R+T 2018 in Stuttgart, still Europe’s main door event. But we do visit lots of national or regional exhibitions. So we are always open for a meeting on one of these shows. Below the year agenda!
“Door” Exhibitions second half of 2017 Country
Show
City
Start
End
Website
Turkey
Turkey Build
Instanbul
23-05-17
27-05-17
http://www.yapifuari.com.tr/en-GB/
Spain
Construmat
Barcelona
23-05-17
26-05-17
www.fira.es
Czech Rep
For Arch
Prague
19-07-17
23-07-17
www.forarch.cz
Turkey
Turkey Build
Ankara
05-10-17
08-10-17
http://www.yapifuari.com.tr/en-GB/
Portugal
Concreta
Porto
23-11-17
26-11-17
www.concreta.exponor.pt/
France
Batimat
Paris
06-11-17
10-11-17
https://www.batimat.com/
UAE
The BIG5 show
Dubai
26-11-17
29-11-17
www.thebig5exhibition.com
Switzerland
Swissbau 2012
Basel
16-01-18
20-01-18
www.swissbau.ch
Belgium
Polyclose
Gand/Gent
17-01-18
19-01-18
www.polyclose.be
Poland
Budma
Poznan
30-01-18
02-02-18
www.budma.pl
Germany
Bautec
Berlin
20-02-18
23-02-18
http://www.bautec.com
Germany
R+T
Stuttgart
27-02-18
03-03-18
www.messe-stuttgart.de/cms/
France
Nordbat
Lille
11-04-18
13-04-18
http://www.nordbat.com
Russia
WolrdBuild
St Petersburg
17-04-18
19-04-18
www.interstroyexpo.com/ru-RU/
Please note ! All dates are subject to changes. Contact organizers for more information before making arrangements.
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HEALTH AND SAFETY IN DOOR INSTALLATIONS!
Tensioning the torsion springs of industrial doors has always been a severe and risky job. When you ask older and experienced installers they will tell you that muscles in their shoulders and arms are worn or hurt by the forces applied during door installation
flexiforce.com flexiforce flexiforce
in all those years. We think that is the main reason that our ISTT spring tensioning tool is so well received in the market today. If you have not tried it, this is the moment to do it!