Question

Topic: Strategy

Small Company With New Construction Echnology

Posted by Anonymous on 7/4/2009 at 9:36 AM ET 250 Points
We are a startup engineering company, launching a new galvanized steel decking technology that allows for maintenance-free stone finishes to be applied (www.evolution-deck.com).

As a startup, our funds are limited and have been directed at R&D, building the manufacturing capability and protecting our intellectual property.

Commercialization has been slow in this economy, and we are focusing on reaching deckbuilders, home builders, and select retail channels.

We are interested in learning about inexpensive techniques on building awareness of our technology to consumers and our target groups.
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  • Posted on 7/4/2009 at 12:22 PM Author
    Thanks Phil, we appreciate the response, but I should add more information to clarify.

    The market trend in decking is towards low maintenance systems, with over 20% of the 2.5 billion square foot market today. But there has been a poor performance record with composite materials as they warp, discolour, and require maintenance. Our decking system with natural stone is only 25-35% more expensive than a composite deck installed; equal in cost to a composite deck with a less expensive concrete paver; and less expensive in all cases over the life-cycle (as it requires no maintenance and appreciates with the value of the house).

    We launched at the Toronto home show and have received a very good consumer response. Our issue is limited funding to develop the market, and are seeking advice on how to leverage our resources in this area. Thanks.
  • Posted by telemoxie on 7/4/2009 at 7:16 PM Accepted
    if I were marketing the product, I would not go after home owners or deck builders or retail outlets. I would focus my efforts on commercial architects, hospitals, commercial buildings, and so forth.

    I think you're much more likely to invent a hotel or a restaurant to invest in your products rather than a homeowner.
  • Posted by Jay Hamilton-Roth on 7/5/2009 at 9:11 AM Accepted
    I'd suggest a two-fold approach: press releases and/or articles to higher end building magazines (https://www.finehomebuilding.com/, for example) as well as connecting with local home designer showcases (where vendors take over a room and redo it to showcase their skills).

    The magazines will wind in the the right hands: architects, builders, and home owners who care about higher-end/latest products/technology.

    Showcase attendees attract both higher-end homeowners and designers (looking for the latest thing).
  • Posted by CarolBlaha on 7/7/2009 at 9:36 AM Accepted
    I would start by building a network of independent manufacturer reps. They are totally performance based and choose those who have the established contacts of who you want to target. I would also include the A/D (architects, designers) community. They will be much more aggressive than passive advertising in a magazine.

    I maintained a rep agency twice, just closing it a week ago with a move from CO to GA. And some of my principals want me to establish one here. I sold a decking product.

    To find good reps, you can go on MANAonline.org-- this is the creme of the crop who go thru that professionalism. Home Center News runs classifieds also that will hit your target.

    But as an established rep, I rarely read those ads. My manufacturers found me by asking their target clients for a referral for one. They knew that I had the contacts with the clients they needed, and that I actually work.
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