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ASK THE BUILDER ABOUT TREATED WOOD Michael Beaudry Deck Builder, KOW/BTN Decks Exec. V.P., NADRA The Market: Deck Builders Many builders who will also build decks A growing number of “full time” professional deck builders

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Ask the builder about treated wood l.jpg

ASK THE BUILDER ABOUT TREATED WOOD

Michael Beaudry

Deck Builder, KOW/BTN Decks

Exec. V.P., NADRA


The market deck builders l.jpg
The Market: Deck Builders

  • Many builders who will also build decks

  • A growing number of “full time” professional deck builders

  • Major shifting from part-time deck builders to Professional Deck Builders

    • Archadeck, USA

    • Hickory Dickory Decks, Canada

  • Residential Contractors looking for professional deck builders for their projects.


The good l.jpg
The Good

  • It does what it says it will. Its less expensive than other decking materials. It is abundant.

  • Southern Yellow Pine – 3 Billion BD Ft used for decks – 40% of the market (Deck Builder March/April 2006 page 28)

  • Better Homes & Gardens outdoor living study – 47% of respondents want a wood deck (Deck Builder March/April 2006 page 29)

  • Deck additions provide a healthy return on homeowner’s investment, deck market is growing.


The bad l.jpg
The Bad

  • Wet wood

  • Disintegration, splitting at end cuts

  • Improperly stored prior to delivery

  • Grades confusingly marked

  • Poorly educated warehouse personnel

  • Poorly educated builders

  • Increasingly negative consumer perception


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PT: Shrinking Market Share

  • Losing ground to:

    • Composite

    • Cedar

    • Ipe

    • Mahogany

    • Plastics

    • Vinyls

    • Aluminums

    • Glass

      …and most of all

    • concrete (pavers, EP Henry)


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WHY IS THIS HAPPENING?

  • Composite: Promoting it directly to the homeowner – selling attributes: beauty, comfort, safety, low maintenance.

  • Cedar/Ipe/Others: Promoting use, beauty and benefits of material directly to homeowners.

    …Pressure Treated Industry seems to be

    asleep at the wheel


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Notes from the LSU Treated Industry Analysis: 2004

  • "Twenty-three percent of respondents said that they stocked fiber-composite plastic decking in 2004. Of these, 86% said that, relative to 2003, they had somewhat or dramatically increased the volume of these products that they stocked."

  • "Perhaps the greatest threat to the competitiveness of treated wood in the building market comes from market penetration by treated wood alternatives."


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"With regard to sales, nearly 1/3 (31%) of shipments in 2004 was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."


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Value Chain was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

The “chain” of people, materials,

activities and information,

starting from an idea or need

all the way to the final end user

of a product or service.

Consumers

Deck Builders

Home Builders

Dealers

Distributors

  • Who is really your customer?

  • Who’s needs are you trying to fulfill?

  • Who’s needs should you be trying to fulfil?

  • What would make each of them more successful?

Benefits

Manufactures

Raw Material Suppliers

Costs

Red: denotes Channel Captain


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Ad from Weatherbest was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively.":“Our products are made from a high quality composite that gives you the distinct look and feel of natural wood, with low maintenance, so you can spend more time enjoying your deck.”

“That means you can build your own backyard retreat with all of the qualities you love about traditional wood decks, but avoid the many of the hassles of having to maintain one”


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From “Bob Villa’s” website: was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

“High-End Deck Materials

Eighty-five percent of all single-family homes have a deck or deck-like structure. The vast majority of these decks are made from pine and pressure-treated pine varieties. Many of these homes will replace that deck within ten years. High-end decking like cedar, redwood, and mahogany give homeowners beautiful long-lasting performance coupled with eye-catching beauty and elegance.”


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The Ugly was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

Copper Alternative Pressure Treated/Fastener Compatibility

  • Critical Question of how long will a fastener resist corrosion when installed in copper alternative pressure treated wood?

    • Lack of Standard Testing of Fastener to Treated Wood Compatibility

    • Testing Conclusions must take into account the effect of moisture exposure to the rate of decomposition

  • Railing Breakaway Conditions

    • Currently being tested at: Washington University and Virginia Tech, among others.


  • Slide15 l.jpg

    The Corrosion Issue was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."


    Slide16 l.jpg

    • Code Conformance Issue was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

      • Conformance of Codes not consistently enforced.

      • Public safety officials lacking knowledge of applicable codes and regulations:

        • American Wood-Preservers Association (AWPA)

        • International Building Code (IRC)

        • Residential Building Code (RBC)

        • State and local codes

      • Codes themselves do not always consider newer materials in use today.


    The lawyers are circling l.jpg
    The Lawyers are circling was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

    • Advertisements all over the web asking for clients with deck problems

    • Several class action suits on their way.

      Choice is to be Proactive OR Reactive…


    Now that i ve bored you with what you already knew l.jpg
    Now that I’ve bored you with what you already knew… was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

    Here is what we would like to do with support to make a difference…


    Nadra deck safety month may l.jpg
    NADRA Deck Safety Month - May was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

    • This year -- May 2006

      • Promote deck safety and awareness

      • Reduce number of injuries

    • Future

      • Continue residential awareness program

      • Expand to building code community

      • Expand to professional inspection community


    Slide21 l.jpg

    Pressure Treated was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

    Lumber can be a

    beautiful choice for

    a deck…



    Deck industry and wood treaters can help each other l.jpg
    Deck Industry and Wood Treaters Can Help Each Other Truth…

    • Promote long term beauty, safety and comfort of Pressure treated products by way of public relations and advertising.

    • Provide Pro Deck Builders with materials/incentives to sell PT decking


    Some suggestions l.jpg
    Some Suggestions… Truth…

    • Provide beautiful brochures showing high end PT decks

    • Provide pre-stained PT products

      • Like mahogany is doing in conjunction with Cabot.

    • Work with coating companies to develop lines of stain so PT that arrives on jobsites looking like rich exotic wood.

    • Offer Awards for best PT deck built in 2006 and some runner ups.

    • Be an advocate for the Deck Safety Program


    Penofin ad l.jpg
    Penofin ad: Truth…

    “Penofin's entire color line brings a beauty to pressure-treated wood previously not possible. “


    Nadra is the voice of the decking industry we can l.jpg
    NADRA is the Voice of the decking industry…We can: Truth…

    • Disseminate information to the Pro Deck Builder via:

      • Bimonthly Magazine (Professional Deck Builder Magazine)

      • Newsletter and emails

      • Website promotions

      • Direct conduit to the end-user (deck builder and homeowner)


    Nadra certification outline l.jpg
    NADRA Certification Outline Truth…

    • Qualifications

      • Professionalism

      • Experience

      • Education

    • Levels

      • CDRA: Certified Decking & Railing Applicator

      • CDRF: Certified Decking and Railing Foreman

      • CDRS: Certified Decking and Railing Salesperson

      • CDRC: Certified Decking and Railing Company


    Course 1 l.jpg
    Course #1 Truth…

    • Orientation to Occupational Safety & Health for workers

      • Course designed for construction workers, foremen, superintendents, and Project Management.

      • Qualifies for CDRA and CDRF designations.

      • Scheduled to be initiated May 2006

      • Offered Regionally at Sponsoring Lumberyards


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    Benefits Truth…

    • MEDICAL INSURANCE PROGRAM

    • TRAVEL RELATED DISCOUNTS

    • LEAD GENERATION FROM NADRA WEBSITE

    • FORUMS FOR MEMBERS

    • 12 COMMITTEES REPRESENTING MEMBERS INTERESTS

    • REPRESENTATION IN CODE PROCEDURES AT ASTM AND ICC

    • LOCAL CHAPTER OPPORTUNITIES

    • DECK SAFETY MONTH US/CANADIAN PROGRAM

    • EDUCATION

    • HELP DESK FOR MEMBERS AND GENERAL PUBLIC

    • NETWORKING WITH THE BEST IN THE INDUSTRY


    Slide30 l.jpg

    Builders, Suppliers, Manufacturers and Retailers working together…

    to provide a quality outdoor living experience for every home in America.

    It’s a beautiful thing...

    Our sincere thanks to AWPA, we look forward to working together in the years ahead.

    www.nadra.org