achievements
Synseal sponsors industry Oscars The G05 awards, now in their second year, are the equivalent to the Oscars in
new director for CMA Congratulations Bingley,
to
Dave
Conservatory
Operational Manager, on his
Synseal achieves prestigious listing on Sunday Times Profit Track for third year in a row For the third year running Synseal is listed in the Sunday Times Profit Track
Director of the Conservatory
100. Profit Track 100 ranks
Manufacturers
fast
appointment
Association
(CMA). Dave explains why he's on the board: “I care
rewarding the best of the best. Nick Dutton, Synseal's Sales and Marketing Director, explains the leading systems company's decision behind sponsoring the high profile awards: “Supporting events like G05 is important to show our commitment
to
recent
the window industry, celebrating and
growing
companies
unquoted by
profit
to
the
industry
especially
to
those
companies who are doing things well. Our sponsorship reflects our recognition of best practice, forward thinking and innovation,
ISSUE NO.16 Summer 2005
times thethe times just how lucky do you feel?
qualities that have underpinned Synseal's approach since we began. We're delighted
Systems companies used to be the fat cats of the
many redundant. Germany in particular is having a rough
industry, as safe and solid as Fort Knox, home to
time, and some international systems houses are up to their
represent fabricators and installers who often don't get a voice
period. Synseal is one of
the US gold bullion reserves. While others ran out
necks in a rising tide of red ink.
at this level. The CMA is dedicated to looking after the interests
only nine companies this
of cash and failed when times got tough, systems
of the conservatory industry especially in the face of potentially
year who has been in the
Dave Bingley
about the industry and want to
damaging legislation. Membership covers leading companies, including large retail and trade conservatory manufacturers and conservatory and roof systems companies. The aim is to ensure
growth over a three year
to be supporting the G05 awards this year.”
The Sunday Times as exceptional. In fact, Synseal is one
the government takes into account the views of manufacturers,
of only twenty companies ever to produce consecutive
installers and members of the public. I'm looking forward to
compound profit growth since Profit Track began.
representing the industry and helping to grow membership of this important association.” If you are interested call Dave now on 01623 443 200
Synseal reaches regional finals of The National Business Awards
polls of voters' intentions occupied the headlines. Whatever our views of the accuracy
market, ranging from a slowing housing market, higher
as swans. At least that was the image they
of such polls we are fascinated by them. But
interest rates and increased oil prices leaving consumers with
they are no substitute for the real thing. Even
fostered. Beneath the surface, the reality was
less to spend. There are also concerns about pensions, after
hardened cynics and the apathetic sit up and
often different, their legs paddling furiously to
election tax rises, and - specific to this industry - fewer
take note when the results of the poll of polls,
keep up.
casement windows left to replace.
Gary Dutton, Chairman and Founder of Synseal, says:
Now that image has been shattered with the sudden exit of
“Again we're delighted Synseal is in The Sunday Times
two PVC-U systems companies, Premier Profiles and Schüco,
Profit Track. Our growth has been consistent thanks to
and the merger of Deceuninck and Status with the loss of 80
our existing customers and their continued success, as
jobs. There are undoubtedly more sudden announcements
well as taking on new customers. Being listed three
to come, with a reported drop in UK demand of around 15%
years in a row shows our strategy has gone down well
in the first three months of 2005, and even weaker demand
in the conservatory market place. We listen to our
in Europe. Profine, an amalgamation of Kömmerling, KBE,
But the crucial question for fabricators is: how safe is your systems company? It's no good investing in the right things, and developing your markets, if your systems supplier suddenly does a runner. And this is no longer a remote
when the nation's voters put their voting forms in the ballot box, are announced. Continued on page 7
synseal
possibility. It's a racing certainty for some systems companies and a distinct possibility for others. You can bet on it happening to a good many fabricators this year.
Trocal and Knipping that was recently the subject of a
customers and continue to give them what they want,
buyout, is reported to have closed Knipping, and making
when they want it - a basic concept so often
Continued on page 3
overlooked in this market. Synseal is focused on the future with new products and innovations that add real
Glassex does it again for Synseal
value and reduce time and costs for our customers - so everyone along the supply chain makes the margins
“Synseal is delighted to have reached the finals of The National
they deserve. As the Profit Track reflects, Synseal is a
Business Awards Regional Programme for the Business
fast growing and innovative company - with serious
Innovation of the Year,” enthused Nick Dutton, Sales &
In the run up to the May General Election
There is much speculation as to the reasons for the weak
companies glided by - as serene and untroubled
list three or more times - an achievement described by
Synseal takes 20% of the vote in Premier Profiles' Exit Poll
see pages 4&5
ambitions to be No.1.”
Marketing Director. The National Business Awards, sponsored by Orange, is promoted as the highest accolade that British Business can aspire to achieve. We reached the finals for the Midlands and East of England for several innovations which combine to create a radically different conservatory solution. of customers who have been able to compete more effectively in the market. The growth of these customers has driven Synseal's growth and taken us from a standing start three years ago to number two in the market at the end of last year, and within sight of becoming number one this year.”
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
FM 31451
BS7950/7413 KM 41324
If you would like extra copies of The Synseal Times for your sales teams, showrooms etc. Call Phil Else on 01623 443 200
rs to ct ries w s s
The effects of these innovations have attracted large numbers
e u m d o st pro e u c n
Nick Dutton, Sales and Marketing Director of Synseal, explains how getting the little things right really counts in business.
synseal
SynerJy, global and SHIELD all in one with launch of new look
NICK’S IN THE CHAIR
www.synseal.com
Following four months of development, Synseal has launched its new website which consolidates the
BROKEN WINDOWS In the last two years a number of large, high profile companies in this industry have either come to grief, or have caused customers grief. The upheaval has been massive. One large fabricator, near the end of his tether, commented that his supplier had not delivered a single complete order in the last three years. Another complained that his supplier didn't ask customers what they wanted in a new product or service, or listen to customers' replies when they did. Understandably some of these companies have lost customers, market share and reputation. The trade press, and sometimes the national press too, blamed over ambitious, poorly implemented distribution systems, hastily introduced computer systems, quality problems or service shortfalls. Every business goes through difficult problems at one time or another, and it's not just big companies that lose the plot. But there are always warning signs, and you can't help wondering how with all the brains, money and resources at their disposal large companies wait for a crisis before they react? When does someone know they're running late for a meeting? Ten minutes after the start time, five minutes before, or an hour before when they leave the office? The longer you wait the bigger the problem, and the more difficult and costly it is to solve. And they don't get much bigger than the problems the city of New York faced in the 1980s.
New York, New York! Twenty years ago New York was a city spiralling out of control. Gun crime was rife. Burnt out cars were abandoned on the streets. Central Park was littered with used needles. Broken windows and graffiti were everywhere. The authorities had focused on solving serious crime but had turned a blind eye to minor offences. In contrast, Mayor Rudi Giuliani initiated a zero tolerance policy, where no crime was too small to punish.
Giuliani doubled the number of police. They were visible everywhere. Property owners were forced to mend their windows and clean off graffiti. Beggars and street people were moved on. Rowdy behaviour was punished. By reducing petty crimes lost areas and streets were reclaimed. Minor crime was stopped in its tracks. Central Park was liberated. People stopped shooting each other. Serious crime rates fell, and kept on falling, even today. The experiment was a resounding success. It was tried elsewhere and, when implemented resolutely, worked just as dramatically.
People notice that no one cares Mayor Giuliani's actions were based on a 1982 report called 'Broken Windows'. Sociologists Wilson and Turner had studied the gradual decline of city neighbourhoods and the inexorable spread of crime. They observed that if a broken window is left unrepaired people notice that no one cares. It becomes a target for kids playing in the street who soon break some more. Gradually they become bolder and decorate the walls with graffiti, and the neighbourhood begins to run down. Squatters move in and drug dealers hang out. Cars are vandalised and abandoned. Prostitutes and pimps patrol the streets. Working residents move out to safer areas. Empty houses are unsold. Mugging and robbery become commonplace. Serious criminals openly claim the street. Murder rates rise. Intimidation and protection rackets squeeze the lifeblood out of the remaining shops and businesses. Like a disease, neighbouring streets become infected and follow it into decline. Attempts by the police to control serious criminals are ineffective. They barely manage to slow the growth of crime. Wilson and Turner said the effort to tackle serious crime was misplaced, and was doomed to fail. Instead, tackle the little things first, like broken windows, whenever they occur and you will reverse the decline or prevent it in the first place.
Clean Cars Giuliani and his team tackled the little things head on, in the streets and under the streets. Nothing escaped. There were no 'no go' areas. Graffiti was cleaned and broken windows replaced in the subways within two hours or the subway cars were taken out of service. The graffitists gave up spraying. Extra officers were drafted in. Tickets were checked and hundreds of fare dodgers were rounded up, arrested and fined on the first day, and on subsequent days. The subway became a safer place.
Nick Dutton, Synseal’s Sales and Marketing Director
Getting the little things right Getting the little things wrong in business creates a downward spiral too. Just as on the streets of New York, minor crime creates the conditions for major crime to flourish. Unexplained delays, incomplete deliveries, tolerance of quality shortfalls, watered down commitments and broken promises tell staff and customers you don't care. Not caring, and tolerating such problems paves the way for major disasters. It's a sickness that affects companies of all sizes, brought on by an internal focus, lack of consideration, and short term thinking.
online presence at www.synseal.com. Online Synseal visitors - currently in excess of 300 per day - can now get all the information they want on one site, whether it's the latest on the highly successful Shield and Global systems, or an introduction to SynerJy, the first complete fourth generation system that seamlessly integrates windows, doors, patios and conservatories. Visitors will also of course Synseal Times, company history, people profiles and the
Recently, Synseal, in Reputations Plus'
latest job opportunities. Customers will continue to have
Benchmarks poll of window fabricators
access via this address to Syntek, the passworded online
views, was voted top as 'on its way to
resource that keeps them up to date with the latest
becoming market leader'. Interesting as this
product developments.
is, it's no substitute for a real vote, when fabricators actually change system, as they
Phil Else, Marketing Manager, comments: “With so many
marketing. Early feedback tells us that we've achieved the
product and marketing developments on the go, we wanted
balance between keeping it easy to use and navigate, while
to make it easier for customers and prospects to get the
having lots of information in one place. All existing domain
information they need via one convenient website. We've
addresses are still active and now simply direct to the
revamped the design to give the site more of a fresh, image
particular part of the new Synseal web site.”
driven look to bring it up to date with the rest of our
did en-masse in Premier Profiles' recent exit poll. About one hundred and nineteen Premier Profile fabricators were told of the company's intention to shut up shop and given just a few weeks to find another supplier. Nearly 20% (23) voted for Synseal, a remarkably close match to the net percent of fabricators who said Synseal was on its way to becoming market leader in the Benchmarks poll. Two of the fabricators who voted for Synseal were asked why they chose Synseal. Mark
Powell,
Managing
Director
of
Hereford Trade Frames Ltd, explains: “Synseal is a forward thinking company. They got us up and running very quickly and took a lot of the pain out of the changeover, Synseal are super-efficient with
We get used to lack of follow through, watered down commitments, unexplained delays and broken promises. We are often disappointed. But a business that keeps its word shines out like a beacon to customers and potential customers. Your word is your sharpest weapon. We know that prevention is better than cure: it is better not to let things slip in the first place. But if they do, start with the little things. Mayor Giuliani started with the broken windows and graffiti of New York and reclaimed the city. Stick to your promises, keep things simple, show customers respect, take zero tolerance to heart and choose suppliers who believe in the same things you do. It may not seem much, but your competitors will soon be reeling.
Continued from page 1
have access to the latest and archived news, editions of The
Broken promises
Unexplained delays, incomplete deliveries, tolerance of quality shortfalls, watered down commitments and broken promises tell staff and customers you don't care. glass age/2005
existing suite of websites into one easy to navigate
Synseal takes 20% of the vote in Premier Profiles' Exit Poll
their roofs and it's no different when it comes to windows. Being able to offer a whole conservatory, as well as windows, definitely helps our customers.” Duncan Murray of Conservatory Trade Centre chose Synseal for the complete package:
“It
has
one
system
for
conservatories and windows in one colour. It's the best option for both our trade and retail customers.” “It's not often you get a chance to see a large number of fabricators having to weigh
photo gallery now on line
up all the options and choose just one
Our customers can now view and download images from our extensive image library. Simply log onto our website, go to Syntek and click onto image gallery. From here you will be able to view thumbnail images and download the photographs you require.
and puts things into perspective. These
system company out of more than twenty in just a few weeks,” comments Nick Dutton, Sales & Marketing Director of Synseal. “It certainly sharpens their focus, fabricators wanted all the things they'd been promised and hadn't had - up to date, innovative, quality products, including integrated window, door and conservatory systems, freedom from discoloration, and a great service.”
synseal
absolutely fab After 10 years of using another leading system, Absolute Windows Ltd of Bolton changed to Synseal's newly launched SynerJy suite at Glassex. Synseal's Shield is already the preferred choice of its sister company, Classic Trade Frames.
West Yorkshire Windows chooses Synseal's complete conservatory system
Andrew Glover and Mathew Glover of West Yorkshire Windows
Crystal celebrate 10th anniversary
The Conservatory Village from West Yorkshire Windows has switched to Synseal after extensively trialling the complete Shield conservatory system last year. “Our conversion rates are up since we started offering Shield,” explains Matthew Glover, Director of West Yorkshire Windows who recently won Wakefield Junior Chamber International (JCI) Business of the Year. “Most homeowners don't realise that conservatories are made up from components from different companies. But with Shield you get everything something our sales staff and homeowners seem to prefer. Sourcing all the components from one supplier is so much easier than getting the profile from one and the roofs from another.
company) Crystal now employs over 100 to service its 450 clients of various sizes across the country.
easy. We wanted our customers to be completely happy with the change so we took them along with their customers to Glassex and
“We put Synseal to the test last year and our sales are up 25-30%. We are converting more sales than ever and our customers are delighted. Sales this year will top £6 million. In addition to Shield we're also taking SynerJy, the first complete fourth generation system that seamlessly integrates windows, doors, patios and conservatories to give extra choice to our customers. We are adding an extra shift in the factory and expanding into trade sales too. 2005 is going to be a very exciting year.”
Taylor Made celebrates 20th birthday in style
Since the introduction of the Shield system and subsequently the
Anyone travelling past the M5/M6
Shield conservatory roof, Crystal conservatory sales have grown
interchange since August last year will
dramatically with last year's figures showing a massive 35% increase!
have seen the Synseal Shield hoarding
Martin Manning, Crystal Clear's Sales Director, says: “Like most
on the side of Taylor Made's offices.
companies that have been around a while, Crystal has seen many
Ideally located, the company has been
others come and go. Our customers know that we are always here
around for 20 years and 2005 marks
and constantly giving them exactly what they need!"
the start of Taylor Made's birthday celebrations. “Sales have topped £3 million in the first two months of 2005,” says Alan Fowler, Taylor Made's Managing Director. “Since taking on
who have to change suppliers at short notice,
foresight and we predict a bright and profitable
judgements formed long ago. They risk
future for both companies.”
jumping from the frying pan into the fire,
particularly
if
they
go
badly.
So who is safe? Well we can't point the finger at who we think is at risk, but you can see for yourself which systems companies are doing well and which are
Quality Roofing Systems, QRS, is set to double its work
not. Synseal fabricators will be comforted
force over the next 18 months following its £900,000
by the independent third party recognition
relocation to brand new 16,000sq ft purpose built
that underlines Synseal's performance: one
Established in 1999 by current directors David and Elaine Buttery, QRS' turnover of £2.6 million in 2004 is on target to double by the end of 2005.
of only 9 firms in the UK this year to appear more than three times in succession in the Sunday Times Profit Track 100, our repeat appearance in this year's Sunday Times Rich
QRS Director Dave Buttery explains the move: “Since switching to Synseal in 2004, we have enjoyed fast growth
Martyn Reed, Head of Certification at the British Board of Agrément, presented the Corby Windows Group with its BBA certificate at Glassex 05 for the Global Plus Conservatory Roof. Corby has been producing conservatory roofs for over 10 years.
across our national trade customer base for both the Global
The company started with the Shield roof when it was first introduced after being impressed with the 70mm Shield PVC-U window and door profile system. Corby was also the first fabricator to gain BBA accreditation for the Shield roof. Jason Wilder comments: “The advantages of the Shield conservatory roof and particularly its significant fitting benefits for installers have made it an important part of the wide Corby product selection. For even greater versatility, we have developed the CWG Global Plus roof that is compatible with just about any other PVC-U systems including all those fabricated by the company. With this prestigious BBA accreditation, our installer customers can be assured of continuing top quality plus a high standard of service and performance.”
roof, and our own exclusive aluminium powder coating roof
List; a Financial Times review of the conservatory market putting us in second place and on our way to number one; and
system Allure, developed in conjunction with Synseal. As a
our top ratings in the Reputations Plus
conservatory roof fabricator at the quality end of the market,
Benchmarks survey for 'on its way to
we needed a top quality manufacturing facility to match,
becoming market leader'. More tangible
and space to grow even more. The £900,000 investment
evidence is perhaps the number of Premier
will allow us to do just this.
fabricators who recently swung behind
Nick Dutton congratulates QRS: “It's fantastic to see quality
Synseal (see the story in this newsletter),
companies like QRS investing in the future, especially at a
and the continuous stream of new
time when less forward thinking
customers, with Pearl Window Systems and
firms are battening down the
Absolute among the most recent.
hatches and finding it hard to grow. The winners will be firms like QRS who tool up for growth and offer something a little bit different like the Allure system.”
It is good to see that Synseal fabricators and therefore Synseal - are doing better than most. We're taking control of our future, investing and innovating to make
Synseal's Shield conservatory system
certain our customers have an edge over
last August everything is going great
their competitors. And we are continuing
guns. Our installers like Shield because
to win new business in both windows and
it is far easier and safer to install. Even
conservatories. No nasty surprises there,
the Health and Safety Executive came and were impressed that unlike other systems, Shield is
then.
designed to allow most of the work to be done from the inside so there's no clambering over the roof. We've got lots planned to celebrate our birthday this year. In January we gave away a free cane suite with every conservatory. In February we entered our customers in a prize draw for a £5000 spa, and in March we're giving away free weekends in Dublin. Existing sales and forecasts are up thanks to Shield and celebrations are a way to say thank you to our customers for their Nick Dutton, Sales & Marketing Director
continued support over the years.”
Crystal Clear’s Sales Director Martin Manning and Synseal’s Sales and Marketing Director Nick Dutton
on
and doing it all over again if they choose
premises on a flag ship business park in Hartlepool.
BBA Certification for Corby's Global Plus Conservatory Roof
It's a high risk situation for those fabricators
were impressed. “Synseal is a company with
Quality Roofing Systems £900,000 relocation due to expansion with creation of 30 new jobs
Jason Wilder & Stuart Hull of Corby Windows Group, Martyn Reed of the BBA and Gary Dutton, Chairman of Synseal.
now operates from purpose built high tech factories in Letchworth,
Continued from page 1
through, the decision to change for us was
Nick Dutton on the Synseal stand at Glassex 05 with Tony Marsden of Absolute
of trading this week. From humble beginnings a decade ago Crystal
From the six original staff members (all of which are still with the
says: “Because the quality of SynerJy shines
You don't get a mismatch of different whites. All Shield components are made from the same blend of PVC-U so everything matches perfectly windows, doors, roof and trims.
Hertfordshire based Shield fabricator Crystal Clear celebrate 10 years
producing thousands of products every week.
Tony Marsden, Director of Absolute Windows
just how lucky do you feel?
Elaine and David Buttery of QRS
synseal
glassex 2005
SynerJy designed for ease of installation according to the winners of the Glassex Challenge 2005 The new SynerJy window was really put to the test at the NEC in March when it took centre stage at the Glassex Challenge which saw installers from around the country, competing to fit a door, flat window, bay window, conservatory roof and sliding sash.
“In the lead up to Glassex a number of people were talking about flat markets and lack of confidence,” says Nick Dutton. “But based on our experience the people who came onto our stand were full of enthusiasm for new products and new markets. Things were so busy we didn't
The SynerJy system was supplied courtesy of Corby Window Group who sponsored the challenge. Performance was judged by independent experts, taking into account speed, and finish as well as health and safety. The overall winners were Hampshire based Romsey Conservatory Company. Jo Cornell, Director of Romsey Conservatory Company had this to say: “Winning at this national level is an invaluable third party endorsement of the quality of our workmanship. We're delighted for our installers, Laurence Wood and Gavin Stainburn, who completed all the tasks exactly as they would in a real customer's home. They had never installed SynerJy before, but fitted it more quickly than anyone else in the competition, which shows how a top team of installers combined with a system that's designed to go together, make a winning combination.”
get off the stand to see whether others had this experience. Global is going from strength to strength attracting lots of interest from companies anxious to switch to a roof that sells. And SynerJy, the first complete 4th generation system that seamlessly integrates windows, doors, patios and conservatories, surpassed even our high expectations. But it's not just down to innovation - exhibiting new products that are available now rather than later in the year may have contributed to that. “I know many others were counting leads during the show - I'm happy they found time to count them. All I can say is, from our count today, we've had in excess of 200 quality enquiries. Everything that happened at Glassex was a true endorsement of our complete conservatory concept - especially the overwhelming response to the SynerJy system and the Global roof with the SynerJy trim pack.” Synseal’s ‘revolving’ conservatory
One of 5 new products revealed at Glassex
Nick Dutton comments: “We designed the SynerJy suite with fitters in mind. To coincide with the launch at Glassex, having this fourth generation system as part of the Glassex challenge meant installers could see first hand how easy it is to install - and so save installers time and money.” Inside EVie, Synseal’s Exhibition vehicle