Synseal - Committed to Sustainable Development
INSPIRA TIONAL MARKETING EXPANDING ALL AREAS Conservator y SUPPOR T Synseal don’t just provide inspirational products, we provide inspirational marketing support too. Our latest selection of promotional material is being distributed to customers with a perforated section displaying the price you would pay for a product. The section is perforated so you can simply tear it off and sell the item on to your customers. Material has already been produced in this way for the new door and shootbolt locks and air conditioning unit. Details on all of these products are featured in this edition of the Synseal Times.
Calendar
2003
You should by now have received your copy of the Synseal Conservatory Calendar. All our customers have been sent a varnished full colour calendar consisting of conservatory prints from the ‘Imagination’ book. The dates on the calendar are detachable from each page so that the prints can be used as display or showroom material.
Synseal’s growth over the last two years has been well documented. Also well documented is the fact that we put a good deal of this growing income back into the business. The total investment by Synseal over the last three years was £10million. That’s quite some spending to constantly update and improve the products and service we offer. The total amount was invested into people, new equipment, expanding factory space and continuous improvement of products and marketing support.
2002-03. Achieving sales like this naturally requires significant amounts of investment. To celebrate this expansion we held a Grand Opening event in February this year, with Rt Hon Geoff Hoon, MP for Ashfield and Secretary of State for Defence, as guest of honour. Local, national, trade press, radio and TV were all invited.
THANK YOU
You may have seen in the trade press that Synseal managed to raise £15,000 for last year’s Children in Need appeal. We would like to take this opportunity to thank our 400+ customers for foregoing their usual Christmas gifts allowing us to contribute more to this important appeal. This cheque combined with Synseal’s donation to the BBC Radio 2 online auction of a signed, framed picture of Michael Schumacher and a child-sized, electrically operated 5ft replica of his 2000 Ferrari F1 Grand Prix racing car raised over £15,000. (Incidentally this auction lot, which was online for the week of Children in Need, has proved more popular and raised more money than Graham Norton’s jacket, Geri Halliwell’s yoga mat and an opportunity to meet Ronan Keating!)
The Awards, presented in December, are for marketing and business development best practice. Kevin Murphy, Divisional Managing Director of Emap Construction Network said: "the number and quality of entries was truly inspiring."
THE SYNSEAL TIMES 99.5% Complete IInssThis ue The latest Benchmarks repor t from Reputations Plus shows customers’ ratings of their own suppliers’ deliveries have declined compared with the previous two years. A statistic that is confirmed to our sales for ce when speaking to fabricators of other systems
market share
Departmental photo...Departmental photo... The Conservatory Department... Revisited!
"We are thrilled with these results," comments Nick Dutton. "We always put our customers first and design and develop our products with them in mind, but it’s nice to know from an independent source that you’re happy with what you’re getting from us."
Tracking the Market Keeping track of market size growth rates and your share of the market is critical. Nick Dutton, Sales and Marketing Director of Synseal, whose Shield Conservatory took the market by storm in 2002 comments: "Using growth rates and conservatory market predictions in Robert Palmer’s latest release we’ve calculated our share of the conservatory market at the end of 2002 as 10%.
If you’re not in this statistic, you’re probably a Synseal customer. We always aim for 100% in our quality and service, and are delighted to announce that recent figures show that we provide our profile customers with complete deliveries 99.5% of the time.
And that’s no mean feat with 400 fabricators to supply, more than any other system in Great Britain, according to Windowbase, the authoritative independent database of fabricators and installers.
Marketing Awards
Synseal is launching a new profile to give fabricators a further benefit to sell on to the installer and homeowner.
A
G1 G3 G5 G2 G4
C
S2
F
S4
S1
D
S5
S3
B
E
Although we have visited the Conservatory Department before, we are revisiting it in this issue because so much is happening in conservatories it’s hard to keep up! Dave Bingley operations Manager explains, "We have more than doubled the number of office staff in conservatories to maintain our high standards while the volume of sales continue to increase. There are now 16 of us in the department and it won’t be long before it’s growing again with the launch of Global.
THE SHIELD TEAM
A Dave Bingley
THE GLOBAL TEAM
Conservatory Operations Manager
S1 Chris Boyington
B Mark Carter
Shield Supervisor
Global Supervisor
S2 Allan Graham
G2 James Froggatt
Conservatory Order Processor
Conservatory Order Processor
Conservatory Technical Manager
C Dave Boaler
G1 Aaron Housley
S3 Carl Fettis
G3 Craig Hill
Conservatory Order Administrator
Conservatory Order Administrator
S4 Mark Richardson
G4 Richard Ford
Conservatory Quotation Administrator
Profile Batching Administrator
Conservatory Quotation Administrator
F Matt Barnes
S5 Jo Tomlinson
G5 Carl Patrick
Profile Batching Administrator
Customer Service Co-ordinator
Profile Batching Administrator
D Debbie Bradon Polycarbonate Administrator
E Amy Painter
S Y N S E A L EXTRUSIONS LIMITED, COMMON ROAD, HUTHWAITE, NOTTS. NG17 2JL
TEL:
(01623) 443200
email:
nickdutton@synseal.com
FAX:
(01623) 550243 www. s y n s e a l . c o m
"But using figures from Michael Rigby Associates who are currently working on an update of their authoritative Conservatory Report gives a more realistic snapshot of our position. MRA believe the market is significantly bigger than the Palmer numbers. Still, based on MRA’s figures we have a 7.5% share, which we’re delighted with after just a year from launch."
If you would like extra copies of The Synseal Times for your sales teams, showrooms etc. Call Phil Else on 01623 443 200
This newsletter was printed on material from a sustainable forest.
Synseal and ‘Children in Need’
FEATURE
The New Look Sculptured SHIELD
New Profile
Continued on page 2...
Technical Support
"The Award for Best Use of PR is for PR programmes that changed perceptions and made a measurable difference, and we certainly did that," commented Managing Director of MRA, Mike Rigby. "We thoroughly enjoy working with Synseal, such an innovative company, and ar e proud of the results we have achieved together."
. Introduction of New Products . Innovation . Competitive Prices
. On their way to being market leaders . Perceived as gaining
Synseal is one of the largest employers in the Suttonin-Ashfield area. Turnover has grown from £29 million in 2000-01 to £37 million in 2001-02 benefiting from the launch in March 2002 of the Shield conservatory system. Projected sales are £52 million+ for
Construction Industr y Marketing Awards FINALISTS Synseal was delighted to reach the finals of the Best Use of PR category in The Construction Industry Marketing Awards 2002 on their first attempt. With our PR agency Michael Rigby Associates we achieved dramatic results with the new Shield Conservatory System, capturing a significant slice of the conservatory market and reaching fourth position in a crowded market within eight months of launch.
Synseal came top again in the latest Benchmarks report from Reputations Plus. Synseal came first for:
Fabricators who knew something of Synseal put them 1st for:
Read more about the event in the next Synseal Times.
ISSUE NO.7 Winter 2003
ANOTHER BENCHMARK PERFORMANCE
New Customers: Trade Frames Homewise Inspired Products
THE NEW BOX GUTTER Towards the end of 2002 the Synseal Research and Development Department created a box gutter to supply the benefits of the existing design, with new ones to boot. What’s more is that this is achieved without the need to run a PVCu gutter within the aluminium section. Continued on page 2...
Home Safe Home.
In this edition of the Synseal Times we return to our New Customer feature, to welcome Trade Frames and Homewise to Synseal.
TRADE FRAMES
NICK’S IN THE CHAIR
PUT YOUR SUPPLIERS UNDER THE SPOTLIGHT
Keith Matthews Managing Director of Trade Frames was one of the many visitors at Glassex last year. He was so impressed with what he saw on the Synseal stand he called to make an appointment. "I don’t enter into relationships just like that though," explains Keith, "just like my customers need to trust me, I need to be able to trust my supplier. "When Nick Dutton came to show me in more detail what they had to offer, he had to pick me up off the floor! I realised I could make a 30% saving on a product that was a complete package. "I’ve got many years experience as an installer, so I could immediately see the innovation that would make the Shield Conservatory easier and quicker to install. And I haven’t been disappointed. We always offer to help customers to install a conservatory for the first time if it’s different from what they’re used to. So from first hand experience we know that the Shield Conservatory saves up to half a day when installing Victorian and Edwardian styles. Once the eaves are put up it only takes 30 minutes to one hour to fit the rest of the roof.
NEW BOX
.....Continued from page 1
In short the base of the new box has TWO skins of aluminium, creating an air void between the external ‘weather’ skin, and the internal face, eliminates even more the risk of internal condensation. And if that’s not enough there is an anti-drip adhesive beneath the gutter. Of course the removal of a PVCu gutter inside the box vastly
For those of you who missed the latest in the Glass Age series of articles “Nick’s in the Chair”, here’s another chance to see Synseal’s Sales and Marketing Director ‘Put your Suppliers under the Spotlight’article.
HOMEWISE Homewise became a Synseal customer twelve weeks ago, at the time of writing. "I started looking around for another system because I just wasn’t getting the service, in particular deliveries, I expect and rely on from my supplier," comments Peter Thakam, Managing Director of Homewise.
"As soon as I became unhappy I approached several systems companies to investigate what else was available. Synseal definitely came out on top. They
can supply us with a complete conservatory system of a much higher quality but for the same price as the one we used previously. "But it’s not just the product that’s helped me improve my business, it’s their service too. Everyone is so friendly and the technical back up is second-to-none. We haven’t had any problems at all with the change over – Synseal make everything so easy for fabricators and installers."
increases the capacity of the box gutter. The aesthetics are where it really scores. Due to its only needing a single design of box gutter adapter, which fixes mechanically inside the aluminium box, the normal guttering section can still appear to run inside the box. Once again simple design techniques eliminating the need for excessive components, and installation time, whilst producing better looking finished results.
The New Look Sculptured SHIELD .....Continued from page 1
One of the latest trends we are witnessing in the market is the increasing demand for more decorative windows. Homeowners not only want their windows to perform well, they are increasingly searching for products that look the part too. The new profile is designed to match the ovolo bead that incorporates the ‘lo-line’ gasket feature.
This eliminates unsightly black gasket lines and is particularly popular with homeowners. It will fit with the existing range seamlessly. Above all this option will give our customers the choice to make the most of market trends.
The window industry is facing one of the most significant phases in its history. Despite increases in volume and value, with tonnage up 14% in 2001 over 2000*, saturation is starting to affect replacement window volume. Conservatories are in full flood and are more than making up the difference, but over-crowding and over-capacity mean casualities will be inevitable along the entire supplier chain. As an ambitious and tuned in fabricator or installer you should be planning ahead for your business survival and growth. One of these key growth markets is conservatories. According to the latest Conservatory Quarterly Trends Reports by Michael Rigby Associates 46% of fabricators now use more than 25% of their windows and doors to make conservatories. But what about your suppliers? Are they as prepared as you are? Are they pointing in the right direction and in shape for the challenges of the next 5 years?
Invest in Progress As a business owner you should know the health of your accounts, your sales’and costs’ forecasts and history. But how strong are your suppliers’ balance sheets? Some look paper thin. How will they be performing in 5 years time? Will they be there at all? With several systems companies actively up for sale, will your supplier be just another brand in a bigger group? The future of your supplier affects your future. If they aren’t planning ahead now, investing and growing their business, then the chances are they won’t have the money to invest in their future and they’ll be less competitive. You’ll be less competitive too.
* The PVC-U Window Profile Industry Report UK and Republic of Ireland 2001 Market and Forecasts
glass age/2003
Freedom from Compromise: A supplier checklist
USAor Eastern Europe? Don’t forget – in big groups capital expenditure all comes out of the same pot.
Innovation
Consistency Consistent strategy and a consistent approach are vital for any supplier serious about supporting and servicing its customer base in the long term. The yo-yo strategy some large groups have adopted with the constant recycling of management teams give relationships and trust little chance to thrive. New faces every year, at every level in the organisation, heading off in different directions before they even know your name or how your business works. High flyers brought in from other industries to appease the City. They might know about power tools, but what do they know about windows?
Nick Dutton, Synseal’s Sales and Marketing Director
Independence To react quickly to changing markets and customer needs –especially relevant to our market now suppliers need independence and autonomy. In the window industry achieving any degree of independence from holding companies or HQs somewhere abroad can be surprisingly tricky for some suppliers. How often have you been told when you want a new product, or better marketing support, that your request is in the ‘planning system’or in the queue for Capex (capital spending proposals)? Not only can this take forever but you are never sure what priority was given to your request against competing proposals from other divisions of your supplier. Did your need for a new system lose out to someone in the
They might know about power tools, but what do they know about windows?
New challenges facing our industry demand new innovation. And there is little point in looking for innovation from a supplier who has never innovated. There’s also little point in asking for innovation from a supplier who simply can’t react quickly enough. It takes years for some promised products to see the light of day. No matter how good their design, product development, marketing or R+D teams are, innovation will be thwarted if decisions to bring product to market take forever to get approval. If your supplier doesn’t get an edge over its competitors, how can you hope to compete?
Relationships matter Who you buy from matters. Synseal’s track record in innovation, consistency and independence suggests we’ll be around and growing with our customers. Anyone reading this could think: " Well, you would say that wouldn’t you?" But then also ask yourself how many system companies are truely independent from a holding company or shareholders? How many profile suppliers have a board and senior management team that has been together for over 10 years? How many suppliers can listen to customer needs, decide today, and begin work next week? Time is of the essence. It is no use being given yesterday’s weapons for the battles of today. It’s time to take a long cool look at your suppliers. Are they up to the task you face?
Security is an increasing concern for the homeowner. At the time of writing there is a debate in the news about burglaries no longer being a priority for the police. So when you phone the police after a breakin you are likely to be told there’s nothing they can do. It is our responsibility to make the products we supply as safe and secure as possible. Towards this aim we are launching two new locks – one for our windows and one for our doors. Both with a 10 year manufacturer mechanical warranty. Our new door lock has two opposing hooks that assure the homeowner of the additional security by eliminating the likelihood of the door sash being jacked away from the frame. The lock also has a 25mm throw on centre latch, which coupled with the deep latch for added security.
HOME
SAFE
HOME
SYNSEAL P VC - U PR O F I L E SY S T E M S F O R Q U AL I T Y W I N DO W S , D O O R S & C O N SE R V A T O R I E S
to fabricate. The shootbolt also has a small gearbox case width, which means less routering is required allowing increased productivity. A further feature of the lock is that it has a brass follower and reverse gears within the gearbox, which means it won’t rust so will last and last.
The window shootbolt also comes with benefits for the fabricator. It has onepiece corner shootbolt keeps, so the fabricator only has the cost of one keep as opposed to two. It’s also easier and quicker
BS7413 KM 30983
FM 31451
Sample Hardware Cases We are sending out specially manufactured sample boxes, displaying our range of hardware. Our customers can see first hand the quality of the products we are offering, and the specially reduced prices that we have negotiated on their behalf. These prices even apply to the new door and shootbolt locks. See above.
Climate Control T o Heat Up Your Sales Synseal makes it easier for installers to sell into the home because we go that one step further than other suppliers. The latest in our range of inspirational products is the Debon air conservatory air conditioning unit for conservatories. This unit allows installers to sell a conservatory that truly can be used all year round because at the touch of a button it’s cool in summer and warm in winter. The homeowner gets a complete conversion. The conservatory really is an extra room to live in, whatever the weather, like any other room in their house. But it’s not just easy to sell. We’re offering a product that’s also easy to install. Fitted into the dwarf walls when the conservatory is being built, the unit is then simply connected to the mains supply, with no plumbing required. It can also be fitted into existing conservatories by cutting a hole through the wall. An installation/sealing kit is supplied with the unit.
BS7950/7413 KM 41324
SYNSEAL EXTRUSIONS LIMITED, COMMON ROAD, H U T H WAITE, S U T TO N - I N - A S H F I E L D , NOTTS. NG17 2JL
TEL: (01623) 443200 FAX: (01623) 550243 email: nickdutton@synseal.com
w w w. s y n s e a l . c o m