1. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

2. Agenda
This
slide
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its
contents
are
the
intellectual
property
of
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Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Introduc)on
• Market
Overview
• Key
Players
• Trends
&
New
Products
• Value
Proposi)on
• Market
Entry
Strategies
• Wrap
Up

3. 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)
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

4. Size
&
Market
Poten)al
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• 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

5. 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

6. 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

7. 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%.

8. Key
Players
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

9. Understanding
Your
Target
Customer
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Who
drives
the
specifica)on
of
products
in
your
category:
– Track
builders
and
custom
builders
– Remodelers
– Distributors
– Retailers
– Designers
and
architects
– Trades
(installers)
– Homeowner

10. Homebuilders
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
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

11. Remodelers
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slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
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

12. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Source:
2012
ProSales

13. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Source:2012
Kantar
Retail

14. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Source:
2012
MDM.com

15. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

16. 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.
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Germany
• Italy
• Switzerland
• Turkey
• New
Zealand
• England
• France
• Poland
• Japan
• Spain
• Etc.,
Etc.,
Etc.

17. 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)
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

18. 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
This
slide
and
its
contents
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the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

19. Trends
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

20. Trends
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• 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

21. Trends
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• 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

22. Trends
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• 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.

23. Recycled
Material
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

24. Slate
shingles
Made
from
100%
recycled
Plas)c
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

25. Composite
Decking
Made
From
Rice
Husks
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

26. Bricks
&
Pavers
• 37%
post-­‐industrial
recycled
material
• up
to
81%
less
energy
to
manufacture
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

27. Transparent
Materials
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

28. Transparency
Glass
Shower
Walls,
Clear
Faucets
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

29. Using
Glass
Walls
to
Bring
the
Outdoors
In
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

30. Labor
Saving
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

31. Stone
Veneer
• Saves
Labor
• Installed
by
Lower
Skill
Level
Team
Member
• Add
“R”
Value
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

32. Flashing
Products
• Saves
labor
• Eliminates
caulk
• Provides
excellent
air
sealing
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

33. Deck
Bolts
Does
Not
Require
Drilling
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

34. Home
Comfort
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

35. Sound
Reducing
Paint
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

36. Doorbell
with
Built-­‐in
Facial
Recogni)on
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

37. Germ
Spread
Minimiza)on
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

38. Touchless
Technology
Flushing
Toilets,
Faucets
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

39. Energy
Conserva)on
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

40. Smart
LED
Light
Bulbs
with
Mobile
Control
Mo)on
Sensor
Switches
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

41. Fireplace
that
Heats
Water
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

42. Indoor
Air
Quality
Innova)ve
Products
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

43. System
Lets
Owners
Know
When
to
Let
In
Fresh
Air
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

44. Smart
Hardwood
Flooring
Improves
indoor
air
quality
up
to
85%.
This
slide
and
its
contents
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the
intellectual
property
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the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

45. Design
Innova)ve
Products
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slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

46. Tile
made
from
Concrete
and
Tile
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slide
and
its
contents
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the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

47. 4
Door
Refrigerator
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

48. Appliances
Showed
Off
Like
Furniture
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slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

49. Bathtubs
New
shape
Comfortable
&
Conserves
Water
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slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

50. Remote
Access
Innova)ve
Products
This
slide
and
its
contents
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the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

51. Smart
Phone
Ac)va)on
Fireplaces,
Ranges,
Door
Locks
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slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

52. Value
Proposi)on
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

53. Value
Proposi)on
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• What
can
Colombian
companies
do
to
be
successful
in
the
market?
• Differen)ate

54. This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Areas
of
Differen)a)on
ServiceInnovation 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.

55. 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
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

56. Example
-­‐
Innova)ve
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

57. Example
–
Costs
Less
$52.91
$30.33
$59.95
$37.54
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
$16.33
$48.01

58. Example
–
Saves
Labor
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

59. Example
–
Greater
Variety
• Coca-­‐Cola
Freestyle
• Available
in
125
flavors
This
slide
and
its
contents
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intellectual
property
of
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Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

60. Example
–
More
Readily
Available
This
slide
and
its
contents
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Verizon
4G
Network

61. Market
Entry
Strategies
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slide
and
its
contents
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property
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Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

62. Support
strategies
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• How
do
you
get
to
the
distribu)on
channel
and
the
final
consumer?
Manufacturer
Distributor
Installer
Builder
Homeowner

63. This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• High
quality
• Price
• Rebates
• Flexible
payment
terms
• Knowledgeable
factory
representa)ves
• Short
lead-­‐)me
• Low
minimum
order
quan))es
• No
hassle
return
policy
Distributor

64. This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Good
quality
• Easy
to
install
• Good
material
yield
• Compe))vely
priced
• Technical
support
available
when
they
need
it
• Reasonable
pack
quan))es
Installer

65. This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Good
quality
• Rebates
• Free
or
discounted
model
home
material
• Marke)ng
support
• Logical
upgrade
path
of
products
• Larger
builders
will
want
price
transparency
Builder

66. This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Good
quality
• ADrac)ve
design
and
colors
• Brand
recogni)on
is
a
plus
Homeowner

67. 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.)
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
• Incen)ves
to
distributors
who
can
promote
your
products
to
Builders
and
Trades

68. Partnering
• Consider
partnering
with
a
company
• Someone
that
can
provide
you
(and
you
can
provide
them)
a
compe))ve
advantage
This
slide
and
its
contents
are
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intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

69. Partnering
Example
Woodgrain
Moldings
Eastman
Coa)ng
technology
Prefinished
molding
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

70. Acquisi)on
• Consider
purchasing
another
manufacturer,
distributor
or
installer
who
is
already
established
in
the
market
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

71. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

72. Acquisi)on
of
a
Compe)tor
Example
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Plycem
Maxi)le
Allura
James
Hardie
has
85%
market
share
in
fiber
cement
siding
Formerly
CertainTeed
ElemenCa
Polanco
México

73. 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
This
slide
and
its
contents
are
the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.
Select
Strategy
• Push
• Pull

74. Ques)on
&
Answer
This
slide
and
its
contents
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the
intellectual
property
of
the
Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.

75.
Tony
L.
Callahan
MBA,
CPSM,
CSCP,
CIRM,
CPIM,
C.P.M.,
A.P.P.,
MCIPS
President,
CEO
TONYC@CALLAHANCG.COM
WWW.CALLAHANCONSULTINGGROUP.COM
770-­‐715-­‐5036
This
slide
and
its
contents
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intellectual
property
of
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Callahan
Consul)ng
group,
LLC,
and
not
to
be
used
without
the
wriDen
permission
of
CCG.