WoodDefender Newsletter
May 2007
Standard Paint News
In last months newsletter we previewed two new pieces of equipment that were designed as additional options for applying Wood Defender products and bleaching older fences. Listed below is the “ST-JR.” and the “ST-2W”, if you have any questions regarding the newsprayers please feel free to contact us. The ST-JR., specifically designed for the application of the Wood Defender product line. This machine is built on a steel powder coated frame utilizing large pneumatic tires for ease of movement on uneven terrain. This design will use a Hannay hose reel with 100’of 3/8” hose, brass spray wand, gel cell battery, 16 gallon tank and 12 volt pump. This is an excellent piece of equipment for the startup business or contractor needing equipment at a lower price point. The ST-2W was primarily designed for the application of a bleach mixture on restoration jobs but can also be used for application of Wood Defender stains. This equipment is also built on a steel powder coated frame attached to ahand truck for mobility. Components include a 16 gallon tank, gel cell battery, 50’of 3/8” hose, plastic spray wand, 12 volt pump and all fittings are PVC to resist corrosion from the bleach. This is an excellent answer for those applying bleach with a pump garden sprayer.
ST-JR.: $1780.00
ST-JR. Package: $2058.00
(Includes: ST-JR, 25 gal. stain, training class)
ST-2W: $895.00
ST-2W Package: $1088.00
(Includes: ST-2W, 15 gal. stain, training class)
Tech Tips:
If ST-2W is used in the application of bleach it must be thoroughly cleaned out after each use. This machine runs off a ShurFlo 12 volt diaphragm pump which is susceptible to the corrosive properties of the bleach if not maintained. You may use the same clean out procedure as described for the Bleach Pump System in last month’s newsletter. It is recommended that you mix a pint of antifreeze with the clean water. The natural lubricity and anticorrosive properties of the antifreeze will deter a seizure of the diaphragm. Proper clean out procedures will insure your pump will last as long as possible.
Wood Defender Product Comparison – "Nothing Else Comparies"
Why use Wood Defender?
The Wood Defender product line has many attributes that contribute to it being second to none. With the products ease of application, coverage, cleanup and longevity…it is the contractor’s choice.
Application & Coverage:
Wood Defender products assure you of an even, uniform finish every time. This uniform finish is attainable with a one coat application, no back brushing is necessary, and there is no concern of lap marks. As evident in the pictures above, brand A& B will require copious amounts of back brushing to achieve the same look as the Wood Defender product. Our products are formulated to provide the easiest stain to work with, while producing the best fences on the block.
Cleanup:
The same properties that allow the easiest application in the industry also allow the Wood Defender products to prevail with regards to cleanup. The Wood Defender stains can easily be removed off any non-porous surface withWood Defender EZ Clean. Applied with a standard garden sprayer, this product will remove the stains off of windows, gutters, painted surfaces, etc. with minimal effort.
Wood Defender stains can be stored in equipment, a huge time saver. After using the equipment it is not necessary to completely clean the tanks, hoses, pump or spray gun saving valuable time. Not having to spend hours cleaning equipment, more time can be spent marketing your services to new customers.
Longevity and Recoatability:
All of the fences shown above were sprayed within weeks of each other. At the one year mark, the differencebetween products is apparent.
The fence with the Wood Defender product on it was stained at our March 24, 2006 training class. At that class, Semi-Transparent Sierra fence stain was applied. The uniform appearance of the stain is evident. The fence still has a slight sheen which will eventually flatten out as the product continues to age with the lumber. The fence has absolutely no signs of darkening from mildew growth on the product. Two years from now when it’s time for a recoat it will be a simple process of applying another coat of Sierra fence stain. No further prep will be necessary.
In the second picture (brand A) the runs and drips are visible along with obvious signs of mildew growth. In order to recoat this fence it will first be necessary to kill/remove the mildew from the surface with a bleach mixture. It will also be necessary to completely strip the previous “film forming” coating off the fence before a recoat is possible to insure proper penetration.
In the third picture (brand B) no noticeable darkening from mildew is visible however; the lap marks and overall unevenness of the product don’t lend itself as a contractors preferred product. This fence should have been completely back brushed to achieve a uniform finish. Recoating this fence will require the same stripping as needed on (brand A). Failure to do so will result in improper penetration along with the unevenness of the original product to show through the new application.
Marketing:
Fence MD: Tennessee
Marie Harvat called Standard Paints, Inc. toward the end of February 2007 inquiring about the Wood Defender business opportunity. During the first conversation it was evident that Marie had the charisma and passion to make whatever business she decided on a success.
As it turns out, we had met Marie’s cousin at the FenceTech ‘07 convention in Orlando, Florida at the end of January. Owning a fence company and knowing the need for the process, her cousin was intrigued in the opportunity. After returning home from his trip to Orlando, he called Marie to tell her about visiting with us at the show.
A few phone calls later, Marie was on her way to Texas to purchase the Pro Package and Fence MD was born. After the training class Marie was hooked up to her Pro Package and given a few trailer driving lessons. Soon thereafter, she was headed back to Tennessee to get started with her new business.
During our last conversation we were talking about the types of marketing she has been doing. While comical, she mentioned that the most successful way she has found to get new business has been to pull her Pro Package with her everywhere. This includes taking it with her to the grocery store. In fact, she said she has gotten four jobs while at theKroger in her town. She said she also makes it a point to mention her company and what she does to every person she meets. A perfect example of this is when she was applying for a city and county business license she ended upgetting her first job from the lady that was helping her with the paperwork. Shortly thereafter, that same lady called Marie back to stain her newly installed deck.
Marie is also diligent about targeting neighbors of completed jobs. She does this by physically knocking on doors and a door hanger campaign. On Fence MD’s last door hanger campaign, four resulted in signed contracts (NOTE: This is in an area with no stained fences currently). She mentioned that she is very excited knowing that once the four have been stained she can convince a higher percentage of the neighbors on her service. Marie also installs a yard sign in every yard the day that the customer signs up for the service and it will remain in the yard for one week following completion.
Considering that most households are dual income, Fence MD has focused its door-to-door efforts at a select demographic during typical business hours. Marie spends time in neighborhoods that have more of a retired age bracket. This is an excellent idea; these potential customers are more likely to be home during the day and less likely to want to stain their fence themselves.
Fence MD is offering them a great product and service at an excellent price to help them protect their investment. Fence MD has recently begun accepting credit cards as a form of payment. Marie opted for the wireless payment process citing the security of it is more attractive to potential customers. She has also added Visa & MasterCard logos to her Pro Package, brochures and yard signs to let people know that they are accepted forms of payment.
In her first full month of business, Marie used the 100 gallons of stain that came with the Pro Package and ordered an additional 220 gallons. Marie’s GOALis to have her second Pro Package up and running by the end of next summer.Taking into consideration her excitement for the business and marketing methods, that is a very attainable goal.
Aspen Fence Co.: Colorado
Before attending the training class in March 2007, Bill had decided that driving to Texas to pick up a Pro Package was out ofthe question. They ended up flying and we shipped the complete equipment package (ST-250, double hose reel, bleach spray package) directly to his shop in Colorado. After installing the equipment in their new enclosed trailer they had a vinyl wrap installed using the Wood Defender artwork. We wish you the best of luck Chris and Bill, and that is a sharp looking trailer!