New England Forest Products SBA Presentation

8/9/2019 New England Forest Products SBA Presentation

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Fall 07Fall 07¶¶

Chair: Jennifer OmastaChair: Jennifer Omasta

Alternate Chair: Mahia ValleAlternate Chair: Mahia ValleResearcher: Jenna HuntResearcher: Jenna Hunt

Logo Design: Nick DegonLogo Design: Nick Degon

Editor: Luke FerreiraEditor: Luke Ferreira

Alternate Secretary: KrystinAlternate Secretary: KrystinDragonettiDragonetti

Power Power--Point: John GarrityPoint: John Garrity

SSPS Software: Jennifer RussoSSPS Software: Jennifer Russo

Secretary: Eric YoshikawaSecretary: Eric Yoshikawa

Spring 08Spring 08¶¶

Chair: Jennifer OmastaChair: Jennifer Omasta

Alternate Chair: Krystin DragonettiAlternate Chair: Krystin DragonettiSecretary: Eric YoshikawaSecretary: Eric Yoshikawa

Logo Design: Nick DegonLogo Design: Nick Degon

Researcher: John Dillon and JoeResearcher: John Dillon and Joe

FerrisFerris

Power Power--Point: Beth Ellis, AdamPoint: Beth Ellis, AdamMcClellan, and Lindsy GirardMcClellan, and Lindsy Girard

Editor: Taylor MichaudEditor: Taylor Michaud

Alternate Secretary: Jen GagneAlternate Secretary: Jen Gagne

Google Researcher: Chris LacailladeGoogle Researcher: Chris Lacaillade

Franklin Pierce UniversityFranklin Pierce University

Small Business Advisory GroupSmall Business Advisory Group

New England Forest ProductsNew England Forest Products



Description of the Business andDescription of the Business and

HistoryHistory New England Forest Products, located in Greenfield, NH, is a New England Forest Products, located in Greenfield, NH, is a

sawmill that specializes in retail and wholesale hardwoodsawmill that specializes in retail and wholesale hardwood products. products.

Owned by David and Deborah Buxton.Owned by David and Deborah Buxton.

David, a licensed professional forester, has been in the forestDavid, a licensed professional forester, has been in the forest

management industry for over 26 years.management industry for over 26 years.

Established in 1993.Established in 1993.





DescriptionDescription of the Business andof the Business and

History Cont.History Cont.

NEFP works with several logging and trucking subcontractors. NEFP works with several logging and trucking subcontractors.It employs 13 onIt employs 13 on--site workers.site workers.

Employs 4Employs 4--5 logging crews, over 50 independent loggers,5 logging crews, over 50 independent loggers,truckers, and many types of land owners throughout Newtruckers, and many types of land owners throughout NewEngland.England.

NEFP buys more than 5 million feet of wood annually. NEFP buys more than 5 million feet of wood annually.

Wood types include: red oak, soft maple, white ash, and birch.Wood types include: red oak, soft maple, white ash, and birch.



Description of the Business andDescription of the Business and

History Cont.History Cont.

ByBy--products from the mill are processed into bark mulch for products from the mill are processed into bark mulch for landscaping and sawdust, which is sold locally and made intolandscaping and sawdust, which is sold locally and made intowood pellets.wood pellets.

Lumber is also available for retail sales.Lumber is also available for retail sales.

Local customers purchase lumber for anything from barns toLocal customers purchase lumber for anything from barns toraised gardens and flower beds.raised gardens and flower beds.

The milled wood is often made into architectural millThe milled wood is often made into architectural mill--work work ± ± flooring, stair treads, cabinets to name a few products.flooring, stair treads, cabinets to name a few products.

NEFP is in the process of opening a retail outlet. NEFP is in the process of opening a retail outlet.



Current Economic ConditionsCurrent Economic Conditions

More difficult to buy logs.More difficult to buy logs.

More difficult to sell manufactured lumber.More difficult to sell manufactured lumber.

Increased foreign competition from China and South America.Increased foreign competition from China and South America.

China manufactures a lesser China manufactures a lesser--quality lumber than nativequality lumber than nativespecies.species.

Drop in lumber prices due to depressed real estate market andDrop in lumber prices due to depressed real estate market andoversupply.oversupply.



Economic Conditions Cont.Economic Conditions Cont.

http://finance.google.com/financehttp://finance.google.com/finance



Economic Conditions Cont.Economic Conditions Cont.

http://finance.google.com/financehttp://finance.google.com/finance



Background and the IndustryBackground and the Industry

Wood has been an important construction material since theWood has been an important construction material since the beginning of time. beginning of time.

Hardwood tends to come from broad leaved trees, produce aHardwood tends to come from broad leaved trees, produce a

fruit or nut, and can survive in the winter.fruit or nut, and can survive in the winter.

Hardwood is of higher density and hardness than softwood.Hardwood is of higher density and hardness than softwood.

Hardwoods are used to build furniture, cabinetry, flooring,Hardwoods are used to build furniture, cabinetry, flooring,

utensils, etc.utensils, etc.

The hardwood industry in the northeast depends on privateThe hardwood industry in the northeast depends on privateforest owners for their raw material supply.forest owners for their raw material supply.



FutureFuture GoalsGoals

An expansion project to turn workers¶ 50 hour weeks into 40An expansion project to turn workers¶ 50 hour weeks into 40hour weeks without sacrificing production.hour weeks without sacrificing production.

New computer equipment/software to tally production levels. New computer equipment/software to tally production levels.

Minimize waste, be efficient, and Green Focus.Minimize waste, be efficient, and Green Focus.

Focus on developing local market.Focus on developing local market.

Focus on developing new retail outlet on site.Focus on developing new retail outlet on site.



MarketingMix: 4 P¶sMarketingMix: 4 P¶s

Product, Promotion, Price, PlaceProduct, Promotion, Price, Place Product:Product: The SBA Group prioritized on hard wood productsThe SBA Group prioritized on hard wood products

for retail.for retail.

Promotion:Promotion: The SBA Group prioritized on websiteThe SBA Group prioritized on websitedevelopment and logo design.development and logo design.

Price:Price: The SBA Group thematically emphasized competitiveThe SBA Group thematically emphasized competitive pricing. pricing.

Place:Place: The SBA Group focused on developing a primary localThe SBA Group focused on developing a primary localmarket in Southern NH, and a secondary international/globalmarket in Southern NH, and a secondary international/globalmarket.market.



Website Design LayoutWebsite Design Layout



Suggested HomeSuggested Home--Page LayoutPage Layout



HomeHome--Page SuggestionsPage Suggestions

ReRe--construct the format of the homepage.construct the format of the homepage.

Create each page with a link back to the homepage, to helpCreate each page with a link back to the homepage, to helpsimplify navigation.simplify navigation.

Create a short statement usingCreate a short statement using keywordskeywords to welcome andto welcome andinform potential customers about New England Forestinform potential customers about New England ForestProducts.Products.

Less is more!!! Take away clutter and excess information onLess is more!!! Take away clutter and excess information onthe homepage, and add links to important areas.the homepage, and add links to important areas.



HomeHome--Page Suggestions Cont.Page Suggestions Cont.

Use a slogan for the homepageUse a slogan for the homepage

Delete existing opener Delete existing opener-- ³Practicing the highest level of ³Practicing the highest level of professional forestry´ professional forestry´

Add a new slogan; Here are some possibilities:Add a new slogan; Here are some possibilities: NEFP, locally grown, nationally used. NEFP, locally grown, nationally used.

Wood products from your own back yard.Wood products from your own back yard.

New England Forest Products committed to providing the finest New England Forest Products committed to providing the finestquality timber since 1993.quality timber since 1993.

Imagine what our wood could become.Imagine what our wood could become.

Professionalism with a touch of family.Professionalism with a touch of family.

Family ran, community built.Family ran, community built.

Branching out to you, for you.Branching out to you, for you.



HomeHome--Page Suggestions Cont.Page Suggestions Cont.

Create a short statement, using keywords:Create a short statement, using keywords:

Google advertising has generated some keywords that peopleGoogle advertising has generated some keywords that peoplesearch for in relation to purchasing wholesale or retail forestsearch for in relation to purchasing wholesale or retail forest

products. products.

To be an effective website, and also to boost popularity andTo be an effective website, and also to boost popularity andsearch ratings, NEFP must create a short statement informingsearch ratings, NEFP must create a short statement informingthe public about the company, using some of these keywords.the public about the company, using some of these keywords.



Google AdvertisingGoogle Advertising

http://http://www.google.com/intl/en/adswww.google.com/intl/en/ads//



Google AdWordsGoogle AdWords

You create your ads.You create your ads. You create ads and choose keywords (words or phrases related to your You create ads and choose keywords (words or phrases related to your

business). business).Get keyword ideasGet keyword ideas

Your ads appear on Google.Your ads appear on Google. When people search on Google using one of your keywords, your adWhen people search on Google using one of your keywords, your ad

may appear next to the search results. Now you're advertising to anmay appear next to the search results. Now you're advertising to anaudience that's already interested in you.audience that's already interested in you.

You attract customers.You attract customers. People can simply click your ad to make a purchase or learn morePeople can simply click your ad to make a purchase or learn more

about you. You don't even need a webpage to get startedabout you. You don't even need a webpage to get started -- Google willGoogle willhelp you create one for free. It's that easy!help you create one for free. It's that easy!





Getting PaidGetting Paid

How do I get paid?How do I get paid? You get paid whenever someone on your site clicks on one of theYou get paid whenever someone on your site clicks on one of the

AdSense ads. Advertisers can also bid to appear on your site on a CPMAdSense ads. Advertisers can also bid to appear on your site on a CPM(cost per thousand impressions) basis. Both CPC and CPM bids compete(cost per thousand impressions) basis. Both CPC and CPM bids competein thein the AdWordsAdWords program to ensure that you optimize your ad revenue. program to ensure that you optimize your ad revenue.

Electronic Fund Transfer (EFT)Electronic Fund Transfer (EFT) Google has an EFT payment system available in a number of countries,Google has an EFT payment system available in a number of countries,

which will help get your AdSense earnings delivered directly to your which will help get your AdSense earnings delivered directly to your bank account every month without any additional effort. bank account every month without any additional effort.

How much do I get paid?How much do I get paid?

How much you earn depends on a number of factors including how muchHow much you earn depends on a number of factors including how muchan advertiser bids on your sitean advertiser bids on your site ---- you'll receive a portion of what theyou'll receive a portion of what theadvertiser pays. The best way to find out how much you'll earn is to signadvertiser pays. The best way to find out how much you'll earn is to signup and start showing ads on your web pages.up and start showing ads on your web pages.



Suggested Google TermsSuggested Google Terms

American forest productsAmerican forest products

Building materialsBuilding materials

Certified forest productsCertified forest products

Forest productForest product

Forest productsForest products

Forest products companyForest products company

Hardwood productsHardwood products

Lumber Lumber

Lumber companyLumber companyLumber pricesLumber prices

Lumber productsLumber products

Kiln Dried WoodKiln Dried Wood

Lumber Lumber supplier supplier

Lumber yardLumber yard

MillMill

Millwork Millwork

RetailRetailWholesaleWholesale

Wholesale lumber Wholesale lumber

Wholesale productsWholesale products

WoodWood

Wood forest productsWood forest products

Hardwood Lumber Hardwood Lumber



Deborah Buxton¶sDeborah Buxton¶s

Suggested TermsSuggested TermsTimber Timber

ForestryForestry

StumpageStumpage

TSPTSP

LogsLogs

CordwoodCordwood

FirewoodFirewood

Licenseced forester Licenseced forester

Forest managementForest management

Timber appraisalTimber appraisal

Log buyer Log buyer Procurement forester Procurement forester

Tree farmTree farm

KD Lumber KD Lumber

Kiln dried lumber Kiln dried lumber

Grade stakesGrade stakes

TSITSI

Current useCurrent use

Management planManagement plan

Logger Logger

HardwoodHardwood

SoftwoodSoftwood

LoggingLogging

SawdustSawdust

ChipsChips

Millwork Millwork

Retail lumber Retail lumber Wholesale lumber Wholesale lumber

SustainableSustainable

SustainabilitySustainability

Buy localBuy local

Buy greenBuy green

Bark Bark mulchmulch

Lumber Lumber

BoardsBoards

Custom sawingCustom sawing

Veneer Veneer

FAS/1FFAS/1FSelectSelect

1 common1 common

2 Common2 Common

3A Common3A Common

Sound 3BSound 3BCantsCants

GreenGreen

Rough cutRough cut

S2SS2S

Stair treadsStair treads

FlooringFlooring



HomeHome--PagePage

Recommended TextRecommended Text New England New England ForestForest ProductsProducts is ais a lumber lumber supplier supplier seeking toseeking to

meet your meet your forestforest product product needs. Whether it be a small or largeneeds. Whether it be a small or large

project, our diverse project, our diverse wholesalewholesale andand retailretail selections of selections of

hardwoodhardwood andand softwoodsoftwood allow us to do our job to ensure everyallow us to do our job to ensure everycustomer leaves as a satisfied one. We specialize incustomer leaves as a satisfied one. We specialize in kiln driedkiln dried

woodwood andand hardwood lumber productshardwood lumber products. Our . Our millmill andand retailretail

outlet is located on Route 31 in Greenfield, New Hampshire.outlet is located on Route 31 in Greenfield, New Hampshire.

GreenGreen-- Google KeywordsGoogle Keywords

RedRed-- Deborah Buxton¶s KeywordsDeborah Buxton¶s Keywords

BlueBlue-- Google & Deborah Buxton¶s KeywordsGoogle & Deborah Buxton¶s Keywords



³About Us´ Link ³About Us´ Link

Rather than have a major link labeled ³mission´ on theRather than have a major link labeled ³mission´ on the

homepage, an ³About Us´ link would be more strategic.homepage, an ³About Us´ link would be more strategic.

Should be more condensed.Should be more condensed.

Other Layout SuggestionsOther Layout Suggestions

Should have links along the side of the page (or top or bottom)Should have links along the side of the page (or top or bottom)

to the following related areas: Mission, History, Meet Theto the following related areas: Mission, History, Meet TheStaff, Location/Directions, Careers, and In the News.Staff, Location/Directions, Careers, and In the News.



³About Us´ Link ³About Us´ Link

Recommended Edited TextRecommended Edited Text

New England Forest Products is a retail and wholesale lumber producer. We are a New England Forest Products is a retail and wholesale lumber producer. We are ahardwood mill focusing on quality northern hardwoods, such as red oak, maple,hardwood mill focusing on quality northern hardwoods, such as red oak, maple,white ash, and birch. Our customers purchase lumber for various projects, includingwhite ash, and birch. Our customers purchase lumber for various projects, includingraised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds,raised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns, custom flooring, stair treads, and cabinets. By barns, custom flooring, stair treads, and cabinets. By--products from the mill are also products from the mill are also

processed into landscaping products, including mulch and sawdust, used for wood processed into landscaping products, including mulch and sawdust, used for wood pellets. That we are a green company that cares for the environment, and we apply pellets. That we are a green company that cares for the environment, and we applysustainable practices ensures high quality products.sustainable practices ensures high quality products.

³We like to think of this company as one that is involved with the practice of ³We like to think of this company as one that is involved with the practice of forestry involving many different aspectsforestry involving many different aspects ± ± from educating and working withfrom educating and working withlandowners who share our mission of conscientious management of a sustainablelandowners who share our mission of conscientious management of a sustainable

and important resource, to the manufacturing of a product actually made here in theand important resource, to the manufacturing of a product actually made here in theUnited States.United States.There are many changes happening in the industry.There are many changes happening in the industry. More products are beingMore products are beingmanufactured outside of this country.manufactured outside of this country. The term µexotic woods¶ sometimes translatesThe term µexotic woods¶ sometimes translatesto endangered species and illegal logging.to endangered species and illegal logging. The products we manufacture here areThe products we manufacture here are being produced as part of good forestry, and we are proud of that fact. being produced as part of good forestry, and we are proud of that fact. ByBy practicing good forestry and good business, we are hopefully leaving a better world practicing good forestry and good business, we are hopefully leaving a better worldfor the future!´for the future!´--NEFP Website NEFP Website



³Mission´ Link ³Mission´ Link

Recommended TextRecommended Text NEFP needs a mission statement NEFP needs a mission statement

None exists on the website None exists on the website

An example of a possible mission statementAn example of a possible mission statement Our mission at New England Forest Products is to provide our Our mission at New England Forest Products is to provide our

customers with the highest quality wood products, at a competitivecustomers with the highest quality wood products, at a competitive

price, using environmentally friendly practices. price, using environmentally friendly practices.



³History´ Link ³History´ Link

Recommended Edited TextRecommended Edited Text New England Forest Products was established in 1993. The mill was formerly the site New England Forest Products was established in 1993. The mill was formerly the siteknown as M.E. Smith¶s mill. Dave Buxton, owner of the mill, is a licensed professionalknown as M.E. Smith¶s mill. Dave Buxton, owner of the mill, is a licensed professionalForester (LPF#180) for the State of New Hampshire. After graduating from theForester (LPF#180) for the State of New Hampshire. After graduating from theUniversity of New Hampshire with a degree in forestry, Buxton worked as countyUniversity of New Hampshire with a degree in forestry, Buxton worked as countyforester for Hillsborough and Coos counties. Eventually, he earned the position of forester for Hillsborough and Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for the University of New Hampshire.Marketing and Utilization Specialist for the University of New Hampshire. He left theHe left the

University system and began to work in the private sector.University system and began to work in the private sector.

In 1993, he purchased the current business site located on Route 31. Over the years, heIn 1993, he purchased the current business site located on Route 31. Over the years, hehad established relationships with landowners interested in good forest management, ashad established relationships with landowners interested in good forest management, aswell as local loggers.well as local loggers. These relationships are an integral part of the success of NewThese relationships are an integral part of the success of NewEngland Forest Products.England Forest Products. Dave expanded the businessDave expanded the business -- upgrading the equipment toupgrading the equipment toincrease efficiency and productivity of the mill.increase efficiency and productivity of the mill.

In 1997, the was a setback.In 1997, the was a setback. On July 3, a freak tornado whipped through the areaOn July 3, a freak tornado whipped through the area ± ± leaving the newly renovated mill a pile of rubble.leaving the newly renovated mill a pile of rubble. With the help of NEFP¶s neighbor With the help of NEFP¶s neighbor across the street, American Steel; a local builder, Norm Shephard, as well as manyacross the street, American Steel; a local builder, Norm Shephard, as well as manyfriends, the mill was up and running again within 6 weeks.friends, the mill was up and running again within 6 weeks. This was no easy task andThis was no easy task andthe fact that the millthe fact that the mill waswas up and running again in six weeksup and running again in six weeks ± ± employees never havingemployees never havinglost a day of work, and all markets intactlost a day of work, and all markets intact ± ± was a testament to what it takes to survivewas a testament to what it takes to surviveand succeedand succeed ± ± commitment and community!!commitment and community!!



³Meet the Staff´ Link ³Meet the Staff´ Link

SuggestionsSuggestions Since it is a small family ran company, people would like aSince it is a small family ran company, people would like a

meet the staff section.meet the staff section.

The SBA Group believes it will benefit the company as it willThe SBA Group believes it will benefit the company as it will

show the consumer that they care about family values andshow the consumer that they care about family values and

employees.employees.



³Directions´ Link ³Directions´ Link

SuggestionsSuggestions Located on Route 31 (also known as Sawmill Road) inLocated on Route 31 (also known as Sawmill Road) in

Greenfield, N.H.Greenfield, N.H.

Give directions to the mill from major cities/towns throughoutGive directions to the mill from major cities/towns throughout

Mass and NH.Mass and NH.

Include a mapInclude a map



³Careers´ Link Suggestions³Careers´ Link Suggestions

We recommend that the About Us page should include a directWe recommend that the About Us page should include a directlink to career opportunities at the mill.link to career opportunities at the mill.

We recommend that the About Us page include the In theWe recommend that the About Us page include the In the News section and Testimonials of buyers, suppliers, and other News section and Testimonials of buyers, suppliers, and other stakeholdersstakeholders.

³³In the News and TestimonialsIn the News and Testimonials´́

Link SuggestionsLink Suggestions



OtherWebsite SuggestionsOtherWebsite Suggestions

NEFP needs pictures of the finished products prices below it. NEFP needs pictures of the finished products prices below it.

Show average comparative prices to prove that NEFP pricesShow average comparative prices to prove that NEFP pricesare lower, amplify this to gain a competitive advantage.are lower, amplify this to gain a competitive advantage.



Rules for obtaining the highestRules for obtaining the highest

³quality website´ in the³quality website´ in the

perception of Googleperception of Google

Minimize the number of links on homepage.Minimize the number of links on homepage.

Use routing links to navigate between homepage and minor Use routing links to navigate between homepage and minor

pages. pages.

Maximize the number of unique pages within the website.Maximize the number of unique pages within the website.

Link every minor and routing page back to the homepage.Link every minor and routing page back to the homepage.



CreateWikipedia AccountCreateWikipedia Account

This is a perceived as an impartial overview of a specific topic.This is a perceived as an impartial overview of a specific topic.

This allows you to show yourself in a positive light to theThis allows you to show yourself in a positive light to the

public in a very simple format. public in a very simple format. All Wikipedia pages follow the same basic outline and characteristics.All Wikipedia pages follow the same basic outline and characteristics.

The most important aspect is that the entry is written in anThe most important aspect is that the entry is written in an

impartial third person perspective with little to no opinionsimpartial third person perspective with little to no opinions placed in the entry. placed in the entry.

Monitor regularly for needed changesMonitor regularly for needed changes



You TubeYou Tube

Create videosCreate videos

Edit videosEdit videos

Place videosPlace videos

Monitor You Tube forums relevant to NEFPMonitor You Tube forums relevant to NEFP

Add upAdd up--date videos as new staff happensdate videos as new staff happens



New England Forest ProductsNew England Forest Products

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New England Forest Products SBA Presentation