oportunidades en estados unidos para materiales de construcción
TRANSCRIPT
Construc)on Materials in the United States
Proexport Colombia
Tony L. Callahan MBA, CPSM, CSCP, CGP
CIRM, CPIM, C.P.M., A.P.P., MCIPS
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Agenda
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• Introduc)on • Market Overview • Key Players • Trends & New Products • Value Proposi)on • Market Entry Strategies • Wrap Up
My Background
• Relevant experience in manufacturing, distribu)on and homebuilding
• NVR (NV, Ryan, Fox Ridge Homes) • Beazer Homes
– Chief Procurement Officer
• Licensed Residen)al/Light Commercial Contractor
• Registered Appraiser • Served on Pro Dealer Conference Board • Served on Big Builder Conference Board • Home Improvement Industry
Presidents Council advisory board • Speaker (Housing Leadership Summit,
Big Builder, Pro Dealer Conference, Builder Exchange Residen)al, etc.)
• Masters degree in Business Administra)on
• Cer)fied Professional in Supply Management (CPSM)
• Cer)fied Supply Chain Professional (CSCP)
• Cer)fied Purchasing Manager (C.P.M.) • Cer)fied Green Professional (CGP) • Cer)fied in Integrated Resource
Management (CIRM) • Cer)fied Produc)on and Inventory
Management (CPIM) • Accredited Purchasing Prac)oner
(A.P.P.) • Member of the Chartered Ins)tute of
Purchasing and Supply(MCIPS)
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Size & Market Poten)al
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• 2014: – 1,108,000 New home starts – 11,487,955 Remodel projects
• United States popula)on is projected to grow 1% annually for the next 10 years
Source: Metrostudy
Metric 2013 2014
Growth in Total Starts 18% 20%
% of MSA’s with Growth in Starts 67% 80%
Growth in New Home Sales 16% 20%
% of MSA’s with Growth New Home Sales 79% 85%
Growth in Remodeling & Replacement 8% 4%
% of MSA’s with Growth in Remodeling 99% 97%
Market Growth
MSA = Metropolitan Sta)s)cal Area
0
500
1,000
1,500
Single Family Mul)-‐family
2,500
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
2016
Forecast
Source: Commerce Department; Metrostudy Forecast
Starts History & Forecast
2014 Market Outlook
• The Portland Cement Associa)on predicts an 8% increase in construc)on this year
• FMI's forecast calls for – Office market to go up 4% – School building up 4% – Health-‐care up 6%.
Key Players
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Understanding Your Target Customer
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• Who drives the specifica)on of products in your category: – Track builders and custom builders – Remodelers – Distributors – Retailers – Designers and architects – Trades (installers) – Homeowner
Homebuilders
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2012 Rank Company Closings Sales in millions
1 D.R. Horton 19,954 $4,722
2 Pulte 16,505 $4,820
3 Lennar 13,802 $4,105
4 NVR 9,843 $3,193
5 KB Homes 6,282 $1,560
6 Hovnanian 5,356 $1,806
7 Ryland 4,809 $1,308
8 Beazer 4,428 $1,006
9 Meritage 4,238 $1,194
10 MDC 3,740 $1,203
Source: 2012 Hanley Wood
Remodelers
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Rank Company Sales in millions
1 Belfor $1,260
2 DKI $1,219
3 Window World $413
4 Champion Window $209
5 Power Home Remodeling $167
6 Four Season’s Home Services $110
7 American Technologies $109
8 Bath FiDer $77
9 ABC Seamless $63
10 1-‐800-‐HANSONS $57
Source: 2012 ForResiden)alPros.com
Building Product Distributors Company Headquartered In Sales in millions LocaCons
ABC Supply Beloit, WI $4,651 455
ProBuild Denver, CO $3,600 423
Beacon Roofing Supply Peabody, MA $2,040 228
Allied Building Products East Rutherford, NJ $2,000 195
84 Lumber Eighty Four, PA $1,620 255
L&W Supply Chicago, IL $1,145 155
Builders FirstSource Dallas, TX $1,070 97
Roofing Supply Group Dallas, TX $950 60
Stock Building Products Raleigh, NC $942 59
BMC Boise, ID $880 85
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Source: 2012 ProSales
Building Product Retailers Company Headquartered In Sales in millions LocaCons
Home Depot Atlanta, GA $66,022 1,965
Lowe’s Mooresville, NC $49,366 1,715
True Value Chicago, IL $16,603 4,569
Ace Hardware Oak Brook, IL $10,008 4,104
Menard Eau Claire, WI $8,441 273
Tractor Supply Brentwood, TN $4,664 1,176
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Source:2012 Kantar Retail
Plumbing/HVAC Distributors Company Headquartered In Sales in millions LocaCons
Wolseley Newport News, VA $11,400 1,274
Watsco Miami, FL $3,430 573
Hajoca/EMCO Ardmore, PA/London, ON N/A 32 states
WinWholesale Dayton, OH $1,940 548
Johnstone Supply Portland, OR $1,400 375
F.W. Webb Bedford, MA $765 78
R.E. Michel Glen Burnie, MD N/A 240
Morrison Supply Fort Worth, TX $605 93
W.W. Grainger Lake Forest, IL $540 582
Interline Brands Jacksonville, FL $468 91
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Source: 2012 MDM.com
Key Players -‐ Associa)ons
Every industry in the U.S. has at least one trade associa)on. Some of the more relevant are: • NAHB – Na)onal Associa)on of Homebuilders • NKBA – Na)onal Kitchen & Bath Associa)on • NARI -‐ Na)onal Associa)on Remodeling Industry • AIA – American Ins)tute of Architects • PCA -‐ Portland Cement Associa)on • ABC -‐ Associated Builders and Contractors
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Compe))on
Countries • China • India • Mexico • Canada • Sweden • Indonesia • Brazil • Malaysia • South Korea • Portugal
Brands • Varies by product
category but Private Label brands are a big push by many distributors and retailers.
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• Germany • Italy • Switzerland • Turkey • New Zealand • England • France • Poland • Japan • Spain • Etc., Etc., Etc.
Faucet Compe))on Example Faucets • China • Germany • Mexico • Italy • Portugal • Switzerland • Turkey • New Zealand • England • France • Poland
Private Label • Pegasus (Home Depot) • Glacier Bay (Home Depot) • Ikea (Ikea) • AquaSource (Lowes) • Mirabelle (Ferguson) • Tuscany (Menards)
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Faucet Compe))on Example cont. • Faucet companies that manufacturer in U.S. • U.S. faucet companies that own manufacturing facili)es over seas
• U.S. faucet companies that purchase abroad • Retailers that purchase faucets and private label them
• Compe))on is significant
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Trends
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Trends
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• Universal design -‐ more Americans want to “age in place” rather than move to a new house. I.e. main floor masters, low maintenance exteriors, etc.
• Energy Efficiency and water conserva)on – beDer sealed, more insula)on, LowE windows, smartlow faucets, shower heads and washing machines
• Healthier homes – indoor air quality: zero VOC paint and stain, hardwood/laminate/)le flooring instead of carpet, MERV and media filters
– Germ spread minimiza)on: touchless faucets, microbial quartz surfaces, etc.
• Smaller homes with open concept floor plans and more ameni)es
Trends
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• Convenience Technology -‐ smarter refrigerators, powered window shades, central audio, etc.
• Remote home monitoring -‐ close garage door, lock/unlock doors, turn lights on/off, adjust HVAC temperature, adjust water heater, security alarm on/off, camera surveillance
Trends
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• Greater emphasis on durability and aDrac)ve design. – Example: high end appliances are becoming more like furniture that is to be seen than appliances that are to be hidden.
• Pet friendly products – Example: High end laminate flooring that looks like hand scraped wide plank distressed wood but will not scratch.
Recycled Material Innova)ve Products
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Slate shingles Made from 100% recycled Plas)c
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Composite Decking Made From Rice Husks
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Bricks & Pavers
• 37% post-‐industrial recycled material
• up to 81% less energy to manufacture
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Transparent Materials Innova)ve Products
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Transparency Glass Shower Walls, Clear Faucets
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Using Glass Walls to Bring the Outdoors In
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Labor Saving Innova)ve Products
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Stone Veneer
• Saves Labor
• Installed by Lower Skill Level Team Member
• Add “R” Value
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Flashing Products • Saves labor
• Eliminates caulk
• Provides excellent air sealing
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Deck Bolts Does Not Require Drilling
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Home Comfort Innova)ve Products
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Sound Reducing Paint
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Doorbell with Built-‐in Facial Recogni)on
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Germ Spread Minimiza)on
Innova)ve Products
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Touchless Technology Flushing Toilets, Faucets
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Energy Conserva)on Innova)ve Products
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Smart LED Light Bulbs with Mobile Control Mo)on Sensor Switches
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Fireplace that Heats Water
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Indoor Air Quality Innova)ve Products
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System Lets Owners Know When to Let In Fresh Air
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Smart Hardwood Flooring Improves indoor air quality up to 85%.
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Design Innova)ve Products
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Tile made from Concrete and Tile
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4 Door Refrigerator
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Appliances Showed Off Like Furniture
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Bathtubs New shape Comfortable & Conserves Water
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Remote Access Innova)ve Products
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Smart Phone Ac)va)on Fireplaces, Ranges, Door Locks
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Value Proposi)on
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Value Proposi)on
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• What can Colombian companies do to be successful in the market?
• Differen)ate
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Areas of Differen)a)on
Service Innovation Cost Product
Installation Brand
Recognition
• New • Different • Not
available elsewhere
• Lead-‐)me • Technical
assistance
• Price • Rebate • Other
incen)ves
• Adver)sing • Public
rela)ons • Sales
organiza)on • Word of
mouth
• Labor required
• Material u)liza)on
Quality is not a differen)ator. It is the cost to admission. You must have it.
Differen)a)on
Your product needs to check some of these boxes otherwise a buyer has no incen)ve to change from their current source.
ü Innova)ve (nothing else like it) ü Costs less ü Requires less labor to install ü Lasts longer ü Is available in greater variety ü More readily available
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Example -‐ Innova)ve
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Example – Costs Less
$52.91 $30.33 $59.95 $37.54
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$16.33 $48.01
Example – Saves Labor
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Example – Greater Variety
• Coca-‐Cola Freestyle • Available in 125 flavors
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Example – More Readily Available
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Verizon 4G Network
Market Entry Strategies
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Support strategies
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• How do you get to the distribu)on channel and the final consumer?
Manufacturer Distributor Installer Builder Homeowner
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• High quality • Price • Rebates • Flexible payment terms • Knowledgeable factory representa)ves • Short lead-‐)me • Low minimum order quan))es • No hassle return policy
Distributor
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• Good quality • Easy to install • Good material yield • Compe))vely priced • Technical support available when they need it • Reasonable pack quan))es
Installer
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• Good quality • Rebates • Free or discounted model home material • Marke)ng support • Logical upgrade path of products • Larger builders will want price transparency
Builder
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• Good quality • ADrac)ve design and colors • Brand recogni)on is a plus
Homeowner
Market Entry Strategies
Push Strategy Pull Strategy • Incen)ves to large
produc)on builders who can specify your product to the channel
• Depending on the product…Trades do not like to use mul)ple brands (spare parts, training, etc.)
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• Incen)ves to distributors who can promote your products to Builders and Trades
Partnering
• Consider partnering with a company • Someone that can provide you (and you can provide them) a compe))ve advantage
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Partnering Example
Woodgrain Moldings
Eastman Coa)ng
technology
Prefinished molding
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Acquisi)on
• Consider purchasing another manufacturer, distributor or installer who is already established in the market
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Acquisi)on Ver)cal Integra)on Example
• Liberty Hardware
• Behr Paint
• Merillat Cabinet
• Milgard Windows & Doors
Masco Contractor Services
Masco Contractor Services
Masco Contractor Services
Masco Contractor Services
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Acquisi)on of a Compe)tor Example
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Plycem
Maxi)le Allura
James Hardie has 85%
market share in fiber cement
siding Formerly CertainTeed
ElemenCa Polanco México
Review
DifferenCate • Innova)ve • Costs less • Less labor to install • Lasts longer • Greater variety • More readily available
Understand the Channel • Manufacturer • Distributor/Retailer • Trade/Installer • Builder/Remodeler • Homeowner
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Select Strategy • Push • Pull
Ques)on &
Answer
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Tony L. Callahan
MBA, CPSM, CSCP, CIRM, CPIM, C.P.M., A.P.P., MCIPS
President, CEO
WWW.CALLAHANCONSULTINGGROUP.COM
770-‐715-‐5036
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