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 …