Recently we were deciding whether or not to add a new perfect touch solid color that matches Arauco to our line. A team mate asked "Well why don't we add 3 colors instead of just one to enhance our chances". Below was my response.
There are 5 criteria I'd add to deciding on a new color.
1. Board matching. When we match boards it is tapping into an existing market created by having the edgebanding, board and thermofoil all in coordination. We look at the distribution strength of that board company as well as the quality of the match.
2. Cross pollination. For a solid color there may be already matches in the market , however, if there are other matches it won't necessarily hurt our sales. In reality the more people out pushing a color the more likely demand for that color will rise. In addition, some door makers may prefer to deal with Dackor and some may prefer to deal with a competitor.
3. Cash flow. If we invested into 3 colors it may be better to do one right. The reason is that we can fully commit to that color and unlike many competitors, we are less likely to discontinue an item. In addition we are not spreading out the investment across more colors to see what sticks but instead on good matches when we can that are in demand, especially for board matching stock colors.
4. Operations. When we add a new color it involves warehouse management, samples, marketing , sales management and other operational people. Lots of people get tapped whenever we add a new color .
5. Sales. The more colors we have the more our efforts are spread over those items so it can become a distraction to push an item that does not have the overall marketing legs.
This email is about the Dackor culture, how we came into existence and what I believe is the right attitude.
Before I created Dackor, I worked in various jobs and went above and beyond with websites, brochures, came in early, left late, worked on the weekends, helped co-workers, studied at night, read books to sharpen my knowledge and generally just went all out. My employers benefitted from having a hard working employee that went above and beyond and I benefited because I learned valuable skills that built both myself AND contributed to success. As my success grew, so too did my confidence. What I learned was to add value for the sake of adding value and striving to improve rather than simply demanding instant payment in a transactional mentality. I did not become resentful that other employees did not contribute the same level of effort because I know that in order to stand out you have to be willing to go above and beyond. When you go above and beyond it stands to reason that not everyone else will. But "Your attitude will determine YOUR latitude."
When we opened Dackor in the US in 2003, I wanted to create an environment where people could grow, a place that attracts people with good attitudes but also a place where we reward exceptional results. Not everyone on our team will go above and beyond however, I believe that Dackor rewards people who create exception results. Whether it is rewarded by overtime, salary increase or commission, we are looking to create an environment where the cream rises to the top, but not an environment of tit for tat where every action is rewarded as if the company does not pay a base salary.
Sometimes it takes time to see results. When you are on a mission for growth there are times you will head down the wrong path. Working extra hard may not always generate exceptional results that will immediately lead to rewards. What I have learned is that hard work instead gives me the opportunity to figure out where to invest my time. Through trial and error you will learn what the best use of your time is and how to create phenomenal results with the best leverage of your time. It takes time to figure this out and in some case years. Most seemingly overnight successes are never done overnight.
I hope as I share the above you know it comes from a place of personal experience but also it can be a new attitude for some. Since you are an adult, can you say you've always done your best? Have you always given 110% to your work? I will tell you that it's never too late to start.
Below are examples of having the right attitude versus the wrong attitude.
1. That's not my job
2. Am I going to be paid extra for that
3. That's not fair that I am doing all the work
4. Why aren't others contributing the same as I am
1. That is my job, if it helps grow the business or helps my co-workers
2. I am going to contribute with the best use of my time because I know it will pay off eventually in increased sales and/or recognition.
3. I am the best person to do it because I go the extra mile. I'm not going to gear down to match someone else's attitude.
4. I realize that not everyone will go above and beyond but I do because that's a winning attitude !
The above is not being written for any one specific person, it's written FOR YOU. Part of a winning attitude is to take personal responsibility for yourself. And as I always say "We don't have control of others....we only have control of ourself and our actions."
This article will discuss the process which Peelstix is sold to multi family apartments .
As we know, when apartments and cabinets are installed they use new cabinetry. The cabinets can be made local or off shore and then imported. Within new construction of cabinetry our product may be used for the doors however for the cabinets its more common that paper or melamine board be used for the cabinet sides. The reason is due to cost and secondly Peelstix main benefit is that it is used to refurbish cabinet boxes, hotel doors, etc. Peelstix saves money when remodeling however in new cabinet construction typically is not cost beneficial in multi-family.
In multi-family, the owners typically hire a design firm although some developers do design in house. Dackor raw 3D and 2D films may be specified in new construction however it then goes out to bid by a cabinet company to win the job. In this case the Kitchen cabinet company may contact Dackor to find a door maker if this Kitchen manufacturer does not have a membrane or vacuum press in house.
MULTI FAMILY REMODELING:
When apartments wish to remodel, the property manager may seek out approval from corporate to do new cabinetry. In this case the firm could use a designer however often the property manager will decide to get bids from cabinet companies to rip out and install new cabinets, countertops, etc.
With Peelstix, the idea is to educate the property manager on the benefits of refacing instead of having a traditional kitchen company bid out the remodel.
The benefits are:
- Less down time as a kitchen can be done in one day for an apartment
- Less dust and debris since not tearing out the existing boxes
- No smell or harmful VOCs that can be incurred by painting.
- Less cost since the existing boxes can be reused, possibly the countertop can be kept in place
- Less cost due to less dumpster fees, no electrician needed, no plumber needed and no drywall repair or tile repair needed that would normally be associated with a complete tear out
We mentioned above that cabinets may be replaced but that it takes more time, has more dust but also costs more. One other option is to paint the cabinets. Painting has different levels of quality however the biggest complaint in painting is that its often a temporary solution. Painting the doors that are handled by the tenants can sometimes not hold up. In a residential a more quality paint job could be done however usually this level of painting is not cost effective for multi family.
It should be noted that some companies when wanting to do white may opt to spray the boxes white and then simply buy new doors that will more hold up to the rigors of having tenants. Some challenges may be:
- Having to deal with both a painter AND a company to hang the new doors
- The smell created by painting as well as the time to set up to tape off the area
The main purpose of Peelstix films, accent planks and Natura Stone are to resurface existing surfaces. The nature of Peelstix is that it adds value by going over existing surfaces. Refacing is a cost effective solution that has the quickest turn around and causes less disruption for the tenants.
Design Life blog
Color inspiration from around the world, backstories on design inspiration and informative articles about marketing, membrane pressing and personal development. Author Mark Viers delivers fresh content that will help you and your business grow and thrive.
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