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These were the guys that would open up on a Sunday morning just to
help out a good customer.
If there was to be a new network of trade counters, these are the type
of people you would want involved.
Some two and a half years ago Danny Hague and Chairman Ian Moran began
to set out their strategy.
They decided against setting up their own trade counters in favour of
offering a turnkey business package.
They described it as 'a franchise without the franchise'. They knew
that many of Advantage's existing
customers were themselves acting as wholesalers - selling on frames
to local builders and installers.
They correctly predicted that the retail market would get tougher and
many window companies would
need to look for new opportunities and as they began to research the
market potential they discovered
that the UK trade counter market was worth £5oo million per year.
Work began on producing a fully comprehensive Window Installers Warehouse
manual in early 2005.
Danny and Ian knew that the manual was a vital sales tool. It had to
provide answers to every question a
business person looking to set up a trade counter themselves might ask.
It needed to cover everything
from legal agreements to van stickers and window samples to where to
get your coffee machine.
The manual took a full year to put together but when it was done it
was clear, simple and comprehensive.
It was so good it potentially allowed a new trade counter to be opened
in only 10 days from the client
finding premises and signing the agreements.
As the Window Installers Warehouse marketing campaign began to roll
out in January 2006, the first
few branches were soon up and running. Some of Advantage's oldest customers
had had prior warning
of the new initiative and wisely decided to get in early. According
to Danny Hague, a true cross section
of different people enquired about joining the scheme. He says:"
the initial interest was incredible.
We had all types contact us, from those already working in trade counters,
to people running retail
window companies looking to diversify into trade supply. We even had
an enquiry from a bank manager.
The overriding factor in who we took on was whether we believed there
could be a genuine partnership."
The success of the marketing campaign was recognised at last years
G06 industry awards where
Advantage was shortlisted in the 'Marketing Initiative of the Year'
category. It was, according to Danny
Hague: "recognition that we, as a company, demonstrated a clear
understanding of the marketplace
and how it was changing. Our message was clear and simple - if you
want a new business, talk to us.
We've done all the preparation, we've sourced the top suppliers and
we've negotiated the best
prices - so you don't have to! We offered a new route to market
just when the industry was looking
for new opportunities."
Just one year from launch, there are now over 25 Window Installers
Warehouse branches up & running
and the plan is to have around 70 branches by the end of 2007. This
is an ambitious target but according
to Danny Hague, one that is certainly achievable. He says: "we
have been gradually improving & refining
our service by adding one or two new suppliers and implementing a new
funding package.
Our marketing campaign has been stepped up this year and now we have
a good spread of branches
open we actively encourage prospective new customers go in and take
a look at a working trade counter."
Reflecting on the first full year of the Window Installers Warehouse
initiative, Danny Hague is more than
happy with the progress so far but is still very ambitious. He says:
"if you ask me how far we can take this
business then my answer is that there's no reason why we can't have
a Window Installers Warehouse
in every town and city in the UK.
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WINDOW INSTALLERS WAREHOUSE - FIRST ANNIVERSARY
