ISSUE NO.18 2005
and finally.....
times thethe times
new sales structure means even bigger team committed to customers
synseal acquires permacell finesse
As a dedicated customer service company, Synseal has now introduced a new internal sales structure. The newly created team of three members, Dave Jackson, Dan McKee and Paul Callaghan, are now responsible for looking after all existing customers. Dave Jackson, who previously worked with the company in a sales position, joins the two new recruits Dan and Paul.
synseal’s customers raise 12k for Charity We believe the growth we have achieved in 2005, As a dedicated customer service company, keeping customers happy is at the heart of everything Synseal does. From left to right; Kevin Harvey Director of sales, Bob Parsons, Dan McKee, Dave Jackson, Tim Armitage, Paul Callaghan and Andy Miller
have consolidated that lead. Synseal’s conservatory sales remain buoyant despite a difficult and demanding market. Our customers continue to do well and with their success our sales have increased significantly. If further proof of this was needed, then two different sets
synseal back in pole position at glassex 06
of trading results made the point. While Synseal
Synseal Extrusions Ltd is supporting the industry by taking pole position at Glassex for the third year in a row. “We go to Glassex when we have something to show and 2006 looks set to be another exciting year,” explains Nick Dutton. “We are launching global600, the new complete low pitch conservatory roof system. And after the successful Glassex 05 launch of SynerJy, the fourth generation fully sculptured suite that integrates windows, doors, patios and
Global conservatory roof sales for the first half year up
announced a storming 19.9% year on year growth in
conservatories, we’ve decided to use Glassex 06 as the launch pad for SynerJy in blue-white – SynerJy blu. There have been many changes in the market this year and we feel it’s important for market leaders in the industry to show our commitment to the future. Glassex gives us the perfect opportunity.”
to 30 September, another company announced a 25% drop in conservatory sales year on year and forecast a slowing of the rate of decline. Over the last few months the entire structure of our
We continue to listen to our customers and deliver
industry has undergone fast and dramatic change.
what they want, when they want it. Our commitment
Significant moves in ownership through our
to the conservatory market through continuous
acquisition of PFL and the sale of HW to Latium
research and development enables our customers to
Stop Press…. synseal's hat trick in 2005 construction marketing awards
represent the latest moves in a broad industry
keep ahead in the market. The launch of the innovative
restructuring. As reported on the front page of
global600 conservatory low rise roof system - see inside
leading plastics journal, PRW, Synseal is now the
- is sure to accelerate that growth and confirm Synseal's
largest PVC products manufacturer in the UK. The
Hot off the press, Synseal has just been shortlisted into not one, but three categories in the finals of the prestigious Construction Marketing Awards (CMA). The awards, organised by Interbuild and supported by CIMCIG (Chartered Institute of Marketing Construction Industry Group), are designed to reward marketing, business and product excellence and achievement within the construction supply chain. They were established to recognise creativity, innovation and effectiveness in the implementation and execution of a company's marketing and/or business development strategy. Phil Else, Marketing Manager, comments: “Synseal places such a great focus on innovative and consistent marketing, we're delighted that our efforts have been recognised by the CMA. We have reached the final in three categories: Best Use of Exhibitions/Events; Best Use of Direct Marketing and Best Small Budget Campaign. The awards will be presented in London at the end of November so fingers crossed that we can bring you even better news in the next issue of The Synseal Times!”
position as clear market leader in conservatory roof
acquisition of Finesse with its well known and well
systems as we
For those of you who like to plan ahead we’ll be right there at the entrance on Stand B070
SYNSEAL EXTRUSIONS LIMITED, COMMON ROAD, HUTHWAITE, NOTTS. NG17 6AD
TEL: 01623 email:
443 200
sales@synseal.com
FAX: 01623
550 243
www.synseal.com
© Synseal Extrusions Limited 2005
Children in Need was once again the favoured charity of Synseal. “After the donation we made two years ago we had great feedback from our customers. So once again this year rather than send out Christmas gifts to our customers we have made a donation to charity,” explains Nick Dutton.“Kevin Harvey presented the £12,000 cheque live on TV. Instead of the usual bottle of wine, customers will receive a certificate confirming the contribution, as well as the knowledge that their small contribution helped to make a big difference.”
respected Legend 70 brand moves us to clear
See centre pages
WITH THIS ISSUE A sample of XER3 our innovative starter bar.
www.synseal.com/ messyleadremovalkit
go into 2006.
market leadership in window systems. Acquiring the Permacell roofline brand also takes us into the cellular foam market for the first time.
Nick Dutton Sales & Marketing Director
system specific bridge packer... For many years Synseal has sought to design, manufacture and supply value added products for customers to help them stay one step ahead of their competitors. These products create a complete range including inline patio doors, gaskets and conservatory roofs - and many of the component parts.
FM 31451
BS7950/7413 KM 41324
Our latest component is a glazing bridge packer, used in every window installation, but overlooked by conventional profile extruders. The new packer
If you would like extra copies of The Synseal Times for your sales teams, showrooms etc. call Phil Else on 01623 443 200
is available for both SynerJy and Shield. Continued on centre pages.
rs to ct ries w s s
The new initiative means we have a team that focuses fully on looking after our existing customers, ensuring that as we grow, every fabricator can take advantage of our full marketing and sales support. As well as day to day advice and helping to keep everyone updated, the team will also be responsible for informing customers of any new products across the whole Synseal product range of roofs, hardware, patio doors and kits.
when many systems companies were falling back, will
e u m d o t s pro e u c n
synseal
customer stories classic conservatories provides a safe haven for sick children
Manchester's Pendlebury Hospital recently faced the difficult problem of how to quickly and safely move two wards of very sick children away from danger in the event of fire. Moving any bed restricted people can be dangerous, but when the patients are paediatric bone marrow and high dependency children who are extremely vulnerable to infection, you have a big challenge ahead.
Classic Trade Frames, part of the Absolute Window Group, used Synseal SynerJy and global roof to provide the answer. “A U-shaped external SynerJy corridor now links the two wards together to ensure the children have a quick escape route which completely avoids the need to go outside. The corridor is sealed off by two sets of fire doors providing a perfect safe haven. And the solution to the problem of the wards being situated on the first floor - the corridor simply sits on stilts,” explains Tony Marsden, Managing Director of Classic. “It was certainly a challenge we hadn't faced before. The importance of keeping the children in a safe and sealed environment was everyone's top priority. The hospital was delighted with our solution.”
new century windows safely lands nottingham east midlands airport contract
lancashire double glazing knows the way to an installer's heart just select global
Poole
1971.
The
company
recently
global roof system. Jeremy Beling, Managing
Director
at
Coastal
comments: “It's been a difficult year
offices of facilities departments Units 33 and
for many window companies. In the
34 included 135 Synseal Shield Windows, five
As a quality focused company, with three
experienced serious problems with two previous
past conservatories were considered
French doors and a single door. “New
accreditations under their belt including BS7950,
suppliers. One of them supplied us with aluminium
the icing on the cake, but now
Century Windows have always been trade
Lancashire Double Glazing was determined to
finials and crestings that pitted and discoloured, and
companies simply can't afford not to
fabricators,”
find a roofing system supplier who could match
the other gave us PVC-U woodgrain cappings that
be in the conservatory market. The
the quality of their windows. Nine months have
twisted in the sunlight.
number of conservatories we now sell
explains
Robert
Cassidy,
Managing Director. “But recently we have been looking at getting into contract work. This was the first tender we’ve submitted and we were obviously delighted to win the first contract we ever tried for.”
“England is clearly a more saturated market than Scotland, so introducing new products early on here means we can steal a march on the competition. No doubt our competitors will see the benefits and want to carry the new suite as well. I certainly wouldn't want to be competing against SynerJy!”
Coastal
announced it was offering Synseal's
Midlands Airport. The total contract for the
“Synseal has the ability to deliver quality products consistently, mile after mile of perfect stock, on time, every time. Their products always provide great value for money, which coupled with the huge benefits that SynerJy brings - it looks good, is designed for 28mm and has attractive sightlines - will maintain their position as a leader in quality and design innovation. But it's about more than just products - they are great people to do business with too.
fabricator
the market since they first started in
safely landed a contract at Nottingham East
Having been a Synseal customer for 11 years, Mark Watson, Owner of The Advanced Group, was delighted to add the SynerJy window and door suite to their product range. “SynerJy in my opinion is taking windows to a new level. The suite was launched with impeccable timing, just when the industry needed something fresh and different to offer. It has certainly helped us to take the trade market by storm, with sales literally doubling in the last six months.
based
Windows, has seen lots of changes in
Synseal fabricator New Century Windows has
synerJy helps the advanced group to take the trade market by storm
coastal chooses to go global
Mr Robert Cassidy-Managing Director of New Century Windows Ltd Mr David McInerney-Facilities Manager Nottingham East Midlands Airport
has increased so much that we needed
now passed since the company manufactured
a quality, reliable supplier. The global
their first global roof and they simply haven't
This was unacceptable for us as a professional
looked back. Bill Forsyth, Managing Director at the
company with a reputation to maintain - we have
company explains: “The fitters simply love global;
been in business for 18 years, twice the time of our
it's just so easy and quick to install. We were
guarantees - precisely because we keep our
impressed with the endless benefits that global
customers happy. Thanks to global's fantastic
offers. The fixing really is a brilliant idea - one bolt
quality, we'll continue to do this.
factory in Poole, where Synseal
for the tie bars takes away the need for checking; all
“Manufacturing global also means there are fewer
brought along the EVie exhibition
pre drilling ensures no short cuts are made; the
components, which in turn cuts down the
vehicle. “Customers could see the
capping fits with just one push; and the ridge
processing time. One other major consideration for
quality of the global roofs in “real life”
covering is in one run eliminating any worry of
us in selecting Synseal was their commitment to
and discuss their requirements with
leaking. Having watched Synseal go from strength
research and product development. Their work has
Synseal's staff face to face. The day
to strength in the trade press, it wasn't a difficult
simply catapulted them way ahead of other
choice to make. Their reputation preceded them.
competitors in the market and Lancashire Double
Dealing with a professional supplier whose products
Glazing is delighted to be associated with them.”
are top quality is really important to us, having
roof system from Synseal has met these needs.”
At
Coastal's
recent
open
day,
customers were invited to visit the
was
a
great
success
with
our
customers and well attended,” added Jeremy.
product update bridging the gap Our latest component is a glazing bridge packer, used in every window installation, but overlooked by conventional profile extruders. The new packer is available for both SynerJy and Shield.
Features and benefits: o The simple clip in design enables factory fitting if required saving installation time on site.
o Simple instructions on the packer show which direction to use the packer for different bead types
o It incorporates a screw port so it can be secured in uprights to ease the toe-and-heel installation process for the installer.
o The packer is also designed to touch the inside edge of the bead so the beads are kept in place in a fabricated unglazed frame in transit.
o It provides a flat bed straight across the top of the profile upstand so the unit doesn't sit on an uneven base. o Removes the need for the additional flat packer to create the flat glazing surface
o The notched ends mean that the bridge packers can be fitted right into the corner of a welded frame without the profile upstand pushing it away and not able to support the ends of the glass unit.
mind. It's fixed from the inside, making it safer and quicker to fit. The pitch of the roof is as low as 2.5° using a 35mm polycarbonate. At the end of the glazing panel there's a co-ordinating sculptured deep-drip end closer to stop water tracking back towards the building. By taking a full system approach, with dedicated wall plates and coordinated profiles, we've been
should be - but with contemporary
able to design in several advantages that would not have been possible if
global roof -
flair. We know the UK housing stock is
we'd taken the standard approach and assembled a collection
designed on imperial measurements,
of fairly standard components. A custom-
order to delivery in three days
so we designed a conservatory roof to
built wall plate has been designed
So, to make sure Synseal's customers have this competitive edge, we have invested in improving our infrastructure. Sales order processing, IT and manufacturing management systems have been made even more efficient. And we've invested in highly productive state of the art manufacturing equipment, so when our customers place an order on Tuesday, the roof will arrive on Friday.
Proof that you don't need to compromise on quality, price or service.
match. The 600mm (2ft) glazing
which is simply offered up to the
centres perfectly match standard UK
wall along a guideline, again for
window sizes making the overall
ease of installation. For added
structure easier on the eye and
strength the fixings pass through a channel
allowing more light in too. Other roof
and fit securely into the brickwork. The polycarbonate is dropped into place and a single nut locks each end.
systems are based on the metric
The prepared components come in environmentally friendly single
scheme for ease of calculation with doors and windows underneath is difficult. No-one would put in a pair of French doors one metre wide, even though that's what matches with the glazing bars on a standard system.
Following the enormous success of Global EVie, the Synseal state of the art exhibition vehicle, we are pleased to announce that the SynerJy-Global EVii vehicle is also about to hit the road. “Both the Global roof system and SynerJy, the fully sculptured suite are on display,” explains Nick Dutton. “The new livery of the vehicle sports the black of the Global logo next to the white of SynerJy. It looks stunning and will prove to be a show stopper.”
As with all Synseal roofs, global600 has been designed with the installer in
recreates the way a conservatory
500mm intervals. Trying to match up
EVii hits the road
global600, the new concept in low pitch roofing designed specifically for the UK market is now available. global600
The market is tough for conservatory installers. Homeowners have high expectations and when they've made a decision they want their conservatory as quickly as possible. Installers need to be able to source and install quicker than their rivals.
synseal
or double packs to avoid any waste, and come ready
hits the market
and complete for quick and simple onsite installation.
When fully extended the tardis like vehicle expands to a full 30 square metres providing ample room for full sized samples to be displayed. And as previously featured in the global EVie, customers can use the interactive touch screen to view trade and consumer presentations. The meeting room inside EVii also has the latest technology and facilities; a drop screen overhead projector for presentations, fully integrated sound system, climate control, and catering facilities. Taking global on the road in EVie allowed us to travel round the country to show new fabricators and installers the benefits of the system without them having to make a trip to Suttonin-Ashfield. Fabricators and installers appreciate the fact that we are aware how valuable their time is and that we make the effort to go to them.
For those of you who missed Nick's most recent article in Glass Age's Nick's in the Chair series, The Synseal Times has re-printed his article on over-capacity
NICK’S IN THE CHAIR
WHY DID WE GO TO ABILENE? Why did we go to Abilene?
Abilene Paradox
Meeting the needs of the market
Some economists say that overcapacity is a feature of modern economies once they get to a certain stage. Most markets find that supply and demand get out of balance for short periods. Suppliers may add a little more than demand requires, and prices weaken. At other times demand surges, manufacturers struggle to supply, and prices rise. But in most healthy growing markets imbalances don't last long and either supply or demand soon catches up.
In 1974 management psychologist Jerry Harvey created what is now known as the Abilene Paradox to explain how companies, even entire industries, can make big, bad decisions time after time.
There is overcapacity in the window industry - too much for demand. But overcapacity isn't the whole story. It is not a general industry malaise - although the industry as a whole suffers - it is a more localised sickness. In simple terms manufacturers with significant overcapacity or unused capacity are those whose products no longer meet the needs of the market.
In less healthy markets overcapacity and oversupply can persist for long periods of time with disastrous consequences for prices, profitability and employment prospects. And the overhang - the amount of overcapacity or oversupply can be large. The longer the period of market distortion, the bigger and more painful the eventual correction.
European car park In the car industry the correction is causing widespread pain. Fiat is broke and Mercedes, Jaguar and Saab are all reporting market share losses. Car sales fell again in May for the fifth month in a row and the European car industry is currently saddled with 30% overcapacity. Unsold cars on lots and airfields stretch for miles. But while some are doing badly, BMW's share of sales was up 23% and Audi were up 17.2%. The effects were notorious in the chemical industry in the 1970s, when it lurched from one period of massive overcapacity to another and wrecked the profitability of the industry. Industrial psychologists were asked to explain how the best brains in companies such as Shell and Esso got things so terribly wrong.
glass age/2005
On a hot afternoon visiting in Texas, a family is playing dominoes, wondering what to do for the day. The father-in-law suggests a trip to Abilene (53 miles away) for dinner. Although the drive is long and hot, and some privately think that they must be out-of-step with the group, everybody agrees. The drive is hot, dusty, and long. When they arrive at the cafeteria, the air-con is on the blink and the food is as bad. Hot, sweaty and bad tempered, the recriminations start on the way back.
Nick Dutton, Synseal’s Sales and Marketing Director
The mother-in-law says she went along to keep the others happy. The wife says, "I don't like Abilene, but didn't want to stand in your way." The father-in-law says he suggested it because he thought the others might be bored. It was a bad idea, and no one's idea, but everyone went along with the crowd thinking someone must have a good reason to go.
Dumb and Dumber It's easy to laugh. We couldn't be that dumb… but if companies like Esso and Shell and most of their big rivals - can add massive amounts of capacity at the same time, not just once, but time after time, then others can too. Adding capacity when there's already loads of capacity, and doing it without thinking what your rivals are doing, doesn't make sense.
even entire industries, can make big, bad decisions time after time.
conservatory gallery Fabricator: P yramid Profile s Ltd Size: 12m x 10 m Style: SHIELD Application: Extension to tea rooms Location: Wol verhampton.
Supplied to trade custom er, Country installed the View Conserv Shield roof to atories Ltd a who then cu stomer's exis extension and ting tea room joining two bu s, providing an ildings situat ed in a vineya rd.
Industry fallout
Choose your supplier with care. The wrong systems company can damage your business; and choosing a new supplier when the last one let you down or failed is a big decision. Jumping from the frying pan into the fire can be fatal. There is a reason why some systems companies have excess capacity. Some do invest in capacity ahead of demand, but it is more sensible to keep in step. More often they failed to satisfy their customers, who left to find what was missing, or their customers could not compete effectively in the market with their products and lost sales as a result. As a systems company's sales fall, the amount of its spare capacity grows. Be careful who you get into bed with. A one night stand might be fun but can have serious consequences. You might think you've got into bed with a BMW but wake up with a Fiat!
conservatory gallery Some of the conservatory projects our customers get involved in are out of the ordinary in terms of application, location or size. So we're introducing a regular feature on unusual projects which demonstrate how flexible and innovative global and SHIELD are.
In the car industry companies that get customer needs wrong and produce cars that consumers no longer want have trouble giving them away - as airfields full of unwanted cars demonstrate. And many car companies are in deep trouble.
Many systems companies are also in deep trouble. Some have already packed it in or put themselves on the market. Whatever the spin that accompanies such announcements it doesn't disguise the brutal reality. They failed or are sold because not enough fabricators want their products, or are prepared to pay much for them.
synseal
Limited
t eritage Dorse Fabricator: H .9m Size: 6m x 10 ardian SHIELD Edw Style: Synseal ol Swimming po Application: Forest. Location: New
enclosure
built himself at the owner th ty er op pr ainst the especially as tory butted ag conservatory, e th h it w The conserva ed e are delight previously. “W e is no sign twenty years here and ther n w do g in ur en po onnor at the rain has be used Mike O'C ly al tu ac ve all. I ha trade of any leaks at the building in g in be s, 20 year ng Heritage for e double glazi him for all th on ll ca s ay d myself. I alw ht it time I ha ents so thoug em ir qu re ry to and conserva ly bigger roof anted a slight w e w lly ia it h planning. one myself. In problems wit d ha t bu 9m x10. e's plenty than the 6m right and ther st ju is ze si e t th As it turned ou eowner. ains the hom of room,” expl
We've selected a couple for this edition, but if you'd like to join the showcase in future issues of The Synseal Times, please contact Sarah Newsome at Michael Rigby Associates on 01453 521621.