Decorative Diversification?

With such a huge interest and demand for decorative glass products in the architectural and design communities, it would not be surprising to see more and more players start to emerge within the supplier realm. I can see this being somewhat of a double-edged sword. It’s good because we’re likely to see the demand increase and we’ll need more companies that can meet those needs. But on the other hand, it might not be so good if these start-ups don’t completely plan out their decorative glass strategy.

Like with any new business, there’s got to be a plan in place. How are you going to get your new product into the hands of your target customers? What do you need to know about this business? I asked Scott Surma from DecoTherm what advice he would give a company thinking about venturing into the decorative market. He shared some key points to think about.

For starters, the route you follow to get the product to market. You must understand who the customers/stake holders are and how they can best be reached.

Next, is strategic fit. “Diversifying just for the ‘sake of diversifying’ is dangerous and can quickly make the entire business sick if not properly planned and rolled-out,” Scott told me.

Next up, is it a tactical fit? In other words, do you have the customer service capabilities for the new business? “Decorative glass requires more hand-holding, custom sampling, etc. compared to standard/commodity products,” Scott said.

And don’t forget the importance of the right production environment and mindset. “Decorative glass is more of a ‘job shop’ mindset rather than a high-volume commodity production line operation,” Scott added.

Don’t get me wrong. Decorative glass products are exciting … they are vibrant, colorful and energetic. I can see why companies would want to get involved. But like with anything else, it’s good to make sure you understand exactly what you’re getting into. I’m sure we’ve all found some hobby or two we just knew we’d love—be it rollerblading, snowboarding or tap dancing. We go out and spend tons of money on equipment and supplies and then we end up using the rollerblades, snowboard or tap shoes once or twice. We lose interest, realize maybe it really wasn’t what we wanted to do, or just get too busy with everything else. And then what? The rollerblades, snowboard and tap shoes are all gathering dust in the garage.

OK, maybe that comparison is not to the same extreme as starting up a decorative business, but you get my drift. What do you think of all this? As always, I’d love to hear your thoughts on the decorative glass business and where you see it going.

And you know, I’m actually starting to feel a bit inspired … and it’s snowing … wonder if that old snowboard is still out in the garage …

What If?

You don’t have to look too far to see what this miserable economy is doing to the construction market, both residential and commercial. Just this week alone USGNN.com™ ran a story about how Traco is selling off its vinyl window division; how PPG is exiting the IG sealants business; and today Republic Windows & Doors shut its doors costing about 300 employees their jobs. These times are rough, my friends.

As I write this “Always Look on the Bright Side of Life” from Monty Python’s Life of Brian is ringing in my ears. But that silver lining I’m always trying to find is just looking a little tarnished.
I have talked to a few people of late who say that while yes things are bleak, it can also be a good time to focus on the direction they want the company to go. For some, right now is turning out to be a good time to focus on differentiating. Every company out there these days is fighting for the same little bits of business that are available. And one of the best ways to ensure those buyers are going to pick you and your business over the competition is if you can offer up something nobody else can—and that’s most likely going to be different for every company.

A down market can also be a good time to think about starting a new business. Here’s an interesting story I read online that lists the top 5 businesses to start in a down economy. I think the key is to take what you already know—what you already do well—and apply it to something different.

Some of you may be familiar with Jeff Tobe. He’s been a presenter at a number of industry association meetings and he’s sometimes called the “Coloring Outside the Lines” guy as he wrote a book by that name that shares thoughts on being creative when its comes to certain business tactics.

At any rate, he often talks about the power of two little words: What if? If you get a bunch of people together and start asking, “what if we did this?” or “what if we did that?” You’re eventually going to come up with a lot of really good ideas. And some of those good ideas what be just what you need.