ISSUE NO.14Winter 2004

SYNSEAL

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Many of you may well have seen someof the window company profiles thatmake up our most recent advertisingcampaign in the trade press.

This popular series of ads feature case studiesof some well known industry names who haveswitched to Global and Shield and noticed animmediate and significant pick up in sales.What you may not know is that there are adozen of these case studies in which ourcustomers demonstrate with facts and figuresin their own words, just how much of a boosttheir businesses have had since switching toSynseal.

While anyone can say how good they thinkthey are, hearing it from the people whomatter, our customers, is really somethingspecial. That's why we've pulled together thecomplete series of case studies and publishedthem in a brochure so that everyone can seethe tangible benefits they too could beenjoying with Synseal. For your free copy,please call Phil Else on 01623 443 200.

in our customers'

words

new window suiterevealed

you have a datewith EVie…Conservatory roof fabricators consideringswitching to Synseal are invited to tour our

421,000 ft2

Synseal site in Sutton-in-Ashfield.Although everyone seems to go away impressed bywhat they've seen, many want their installercustomers to be involved in the process and co-ownthe decision to change. The EVie is a speciallydesigned vehicle that will be used to presentSynseal's Global conservatory roof system in thefield, wherever you are.

To prepare for an EVie date we send out a book soprospects get the most from the visit. The first half ofthe matt brochure runs through what EVie needs andwhat to expect. Considerations, like for example, herrequirement for a big space -11.5m x 5.5m - and apower supply is an advantage.

The second half of the book shows internal shots ofEVie in action. The pictures of the showroom areadisplays two roofs - one fully assembled and theother partially assembled to allow customers to get afeel for the ease of installation. It also featuresdemonstrations on specific areas of the roof, like thebox gutter, jack rafter sections and a choice of gutter

systems. Youcan also see thei n t e r a c t i v etouch screenwith trade andc o n s u m e rpresentations.And thea d j o i n i n gpresentation and meeting room that includes a dropscreen overhead projector presentation, soundsystem and climate control, aswell as meeting table andcatering facilities.

And, on the middle pages of thebook, just for fun you'll find anexecutive stress buster, a cardpress out of EVie. So you canbuild your own EVie… for yourdesk! Learn more about

SynerJy on pages 4 and 5

SYNSEAL EXTRUSIONS LIMITED, COMMON ROAD, HUTHWAITE, NOTTS. NG17 6AD

TEL: 01623 443 200 FAX: 01623 550 243email: sales@synseal.com www.synseal.com

Despite slower markets in the final few months of2004 it's been a good year for Synseal fabricators inwindows and conservatories. The strength of theShield system and service has enabled customers togrow when others are struggling. The conservatorygrowth that we have handled is unprecedented. Asrecently reported in the Financial Times, we movedinto second place during the year and with currentgrowth rates are poised to take leadership. One ortwo exciting developments in conservatories shouldhelp customers achieve this, but until 2005 they areunder wraps.

Regardless of how right or wrong the Chancellor’s bullish

predictions for the economy in 2005 may be, our launch of the

fully sculptured, single leg bead SynerJy suite will firmly tip the

balance in favour of Synseal users. From launch it is, without

exaggeration, the first complete window and conservatory

system in the UK, and it will give fabricators a clear advantage

in the market however tough things get. It does things

fabricators of other systems can only dream about, including

seamlessly integrating windows, doors, patios and

conservatories. Because conservatories are so important, I

believe window systems that do not make adequate provision

for conservatories are incomplete. Even if a couple of dedicated

sections are provided to zip them together, the visual impact of

sightline and colour synergy with a complete SynerJy system

cannot be matched.

SynerJy, our 4th generation system, is a step ahead as you'll see

from the detailed write up in this newsletter. It will make it

easier for our customers to fabricate, install and sell than any

other profile system. 2005 could be your best year yet!

Nick Dutton. Sales & Marketing Director

It's an expensive business designing a new window system

from scratch, so it's tempting to tweak a bit here and add a

few features there to extend the life of an existing product.

But over a period of time the addition of new features to keep

up with rival systems, and patching or fixing problems that

emerge in fabrication and installation introduce compromise

and complexity. A systems company may save by delaying,

but the cost is passed on to fabricators and installers who

have to adapt the way they work to get around the quirks and

limitations of the product. It's better to design a next

generation system.

We'd categorise Shield as a successful 3rd generation system.

According to Windowbase* more fabricators use it than any

other in the British Isles. Their growth - Synseal was the fastest

growing systems company in 2003 as listed in The PVC-U

Window Profile Industry in the UK** - took us rapidly into

equal third place with 26,000 tonnes of PVC. So rather than

tinker with Shield, our starting point for designing a new

system was our customers' wish list, the benefits they wanted

to fuel their future growth and profits.

a major advanceThe result is a 4th generation system that is a major advance onother Synseal profile systems, and I believe on other profilesystems too. That is some claim, so where is the evidence? Wehaven't thrown the baby out with the bathwater: whereappropriate we retained the best of the Shield system, and addedmany new developments. What is unique is that, becauseconservatories are an important part of most companies' salesmix, windows, doors, patios and conservatories, must fabricateand install seamlessly. They must look good, but more than thatthe look and the lines must carry through across the range formaximum consumer appeal.

with the benefit of SynerJyCommitting to the wish list at the start of the design processproduced a real synergy that is not possible if the conservatory,for example, is kept separate. Put simply, synergy is where thecombined effect of many benefits working together exceeds thesum of their individual effects. Most people recognise synergywhen they see winning teams punch above the weight of theirindividual team members. The formula 2 + 2 = 5 says it all.

Adopting this fundamentally different approach led to greaterbalance in the overall design, and a number of delightfulsurprises. The solution to one feature pointed to seeminglyobvious, simple and elegant solutions elsewhere. Synergy described the process and the design that emerged, so thesystem practically named itself. We simply changed the 'g' inSynerJy to a 'j' to highlight one of the key benefits: a single leg,

s impl ic i ty and e legance in des ign with :

In many product sectors, from computers to cars, the rate of product development appears to be

accelerating. But few 'new' products are truly new. Look under the skin and a number of 'new' products

turn out to be mutton dressed as lamb, existing products refreshed with one or two new features.

T h e n e w s y s t e m c a n b e s e e n a t w w w. s y n e r j y p r o f i l e . c o . u k*The authoritative independent database of fabricators and installers

**Published by Michael Rigby Associates in conjunction with Godfrey Arnold Associates

Synseal don't just go to Glassex year inyear out. We only go if we've gotsomething to say. Last year we tookGlobal, the conservatory roof for allsystems, and launched Global Blue, ourblue white roof colour matched for themain blue white profiles in the market.We had to call in reinforcements thestand was so busy and ended up withfourteen people manning the stand.

So how are wegoing to top that?We are launching SynerJy, the newwindow and door suite, as an additionto the Synseal family of products. Andwe're taking Global too. The Globalexhibit will be shown in EVie, our stateof the art exhibition vehicle. EVie takesup 550 ft2 but it's so easy to set up. Justdrive in, and in ten minutes everythingis ready for action. The whole stand isover 3,000 ft2. And, you won't miss usas we've booked B070 - right by theentrance.

So come and see for yourself the newSynerJy window and door suite or simplymarvel at the wonders of EVie. See youthere!

or J bead, that just knocks in thus simplifyinginstallation.

The system is 70mm front to back. And it's fullysculptured with an elegant but simple shapecarried through to every section, including doorprofiles. The upstand is mirrored precisely in thedesign and height of the bead to give identicalsightlines throughout the suite. And you don't findyourself looking through the window at the back ofa bead or upstand. Designed to house 28mm glassunits only, the sealed unit sits exactly central in theframe. There is one casement sash so the same t-vent can be used for externally beaded windows.Equal V notching, even with reverse butt weldedjoints for internal glazing, achieves an elegantbalance. The result is a visually balanced, stunningwindow.

There is only one bead for the whole suite, whetherinternally beaded casement, tilt and turn, or doors.So life is simpler for fabrication and stockholding.

designed to savetime and moneyThe system is pre-gasketed to simplify, and savemoney, in fabrication. The same lo-line gasket isused on both bead and profile. And there is a fulleurogroove throughout. So, fabricators can specifythe hardware they choose - simplicity again. There

are positive steps at both ends of the shaped profileand bead - we call it easy-manufacture sculpture -to give start and finish points for corner cleaning.It's a simple feature with big benefits in handfinishing, semi-automatic or fully automatedcleaning, so no additional machinery is required.

The window and door suite is complete at launch,so fabricators will not have to wait for additionalsections. There are three outer frames, three Ttransoms, two dedicated door sashes, a tilt andturn vent and even a second intermediate odd legsection to provide specific sections for specificfunctions. Other profiles and trims ensure completeand seamless compatibility with the conservatoryroof and patio door.

designed to make selling easyIt's not easy designing something this simple.Complex is easy. You just add features higgledy-piggledy, and leave the unresolveddesign problems to someone else. Thecost and compromises emerge infabrication, installation and selling,which are that much harder. Theyinvariably affect the look of the windowtoo. Those who have seen SynerJy say itis stunning.

a completeconservatorysystemMore than that, because conservatories areso important to fabricators now I believe thatwindow systems that do not takeconservatories into account are not reallyviable.

SynerJy is the first complete system, and onethat has been shaped by a whole new designphilosophy. The result is a true 4th generationsystem that seamlessly integrates windows,doors, patios and conservatories. It will seriously affect your sales.

Conservatory companies know how

unpopular tie bars can sometimes be with

the homeowner, particularly five way tie

bar systems.

Synseal's solution is a new tie bolt - a security

bolt for conservatory roofs. When it's used in

the calculated positions with the new

stainless steel eaves beam cleat, the tie bolt

enhances the structural performance of the

conservatory. With expected availability in

March, it will not only remove the need for

five way tie bars, but potentially three way

tie bars in 90% of cases - making our

conservatory products more attractive and

easier for installers to sell to homeowners.

The 13mm M8 bolt incorporates a grub

screw that simply screws up through the

head of the bolt and bites into the glazing

bar. This simple development achieves a

phenomenal performance.

At our testing facility in Huthwaite we hung

almost 1.5 tonnes in a sheer 90 degree drop

from one of the security bolts! Alternative

systems failed at just over the 1 tonne mark.

This simple evolution of just one tie bolt has

cut the excessive cost of five way tie bar

systems and it's much quicker to install.

Appearance and performance are improved,

making the conservatory more saleable to

homeowners.

new starterbar houses

lead trim trayThe new Global starter bar saves

even more time on the

installation process but that's

secondary to the finish in the

most specialised area, lead

flashing. When the glazing bar

has been fastened to the wall the

lead flashing simply drops into

the glazing bar. The sculptured

top cap knocks on, exactly the

same way. The starter bar leaves

a perfect lead flashing line

seamlessly connecting house and

conservatory. The new improved

product incorporates the soaker

tray and the lead dresses directly

into it, not over the top. Because

the drainage channels in global

glazing bars are never drilled the

water can safely drain directly

through the channel into the

gutter.

the times

1.5tonnes

new ‘tie bolt’ toreplace most tie bars

Synseal has just added a 35mm glazingoption to our conservatory product range.But it's a 35mm glazing option with adifference, and one that we believe outstripsothers available on the market. Rather thantaking the short cut used by some whosimply use the same glazing bars and justreduce the depth of the top cap, Synseal hasincreased the height of the glazing bar toaccommodate the extra 10mm of glazingwhilst using the same top cap as the 25mmoption. Benefits include the elimination ofthe usual 'squat' top cap on top of thepolycarbonate. This was an importantconsideration in the design, because as withall our new product developments, weresearched what the market wanted, andthe squat top cap was flagged as the mainreason people were shying away fromgreater polycarbonate depths.

The other obvious benefit to theincreased bar height is that evengreater spans can be achieved.By using 35mmpolycarbonate with anincreased glazing barheight, we are able to offereven greater spans thanour current structuralrecommendations, justby upgrading theglazing specification!Of course as well as theadditional performance interms of strength and heatretention, customers choosingthe 35mm option will also be wellplaced to stay ahead of potentially morestringent regulations on the thermalefficiency of conservatories.

new business for Eurotech

New Global fabricator Eurotechknew it had to change from itsleading roof supplier to keep itscompetitive edge. Mark Lynch,Managing Director of Eurotech,explains how sales have improvedsince changing to Global: “We havecustomers all over the UK andfabricate 30 roofs a week. Sales haverocketed and we've gained far morenew customers since we changedfive months ago. Our customershave had their first and second roofsand they're confident in the system.Not only have we picked up newcustomers through our marketing,but the level of recommendationshas gone up too.

“We started looking at Global at thebeginning of the year. We werespurred on to make our decisionwith the ongoing changes andimprovements to the system. Theroof is very good technically.Synseal constantly revises theproducts and the range it offers andnow, for example, being able tooffer a traditional style guttersystem as well as the swing fit keepsour customers happy.”

Larkhall, 17 miles south of Glasgow, is

home to Clyde Windows and

Conservatories Ltd. Clyde Windows has been

a Synseal Shield profile customer for four

years, but was still using another conservatory

roof system until seven months ago. Dax

Duckett, Managing Director, explains why

they made the change this year: “Our

previous supplier was doing very little for us

and we felt abandoned up here. Synseal had

always been a good supplier and a fabulous

company to deal with, so when we decided to

change, there was no reason to look

anywhere else. Having all the components

from one supplier is excellent. Everything

matches perfectly and our customers are

happy with the new system.

“In the last three years we've increased our

factory space from 1,500 ft2

to 18,000 ft2,

now producing about 240 frames and 20

roofs a week. Changing to the Shield roof

system has been superb. The biggest

difference is the number of roofs we can make

in the factory. Because Synseal's computer

programme is spot on, we can just cut, prep

and box roofs before shipping out. Previously,

with our old supplier, we had to make most of

them in the factory to check that everything

lined up. Now, it's just the most complicated

roofs that we make in house. Synseal have

got it right.”

new 35mm glazing option- with a difference

the times

spot on

the times

Synseal customer since 1 August 2004, Space AgePlastics Ltd Poole branch wasamong the first to enjoy anEVie visit. ..

Jason Yeo, Sales Manager of Space Age, tells us

why he was so impressed by EVie: “Nick

Dutton had shown us the proofs for this

unique vehicle in one of our first meetings so I

knew the attention to detail that had gone

into its design. I was expecting to be

impressed, and I was. EVie is amazing. It's got

everything - literally all the features and

benefits of the Global roof inside one vehicle -

wherever you are in the country. When you

add new products for customers it's a big

decision for them. They don't necessarily want

to change to a new system overnight, and

that's fair enough. EVie helps us get round this

because installers can see the whole roofs, not

just the samples. They can see first hand

Synseal's commitment to the system. We

brought 16 existing and potential customers

to see EVie and over 90% are already ordering

Global. If I could have it outside Space Age

once a month I'd fill it with customers every

time.”

In September The Conservatory Factory and Swift Frame formed

a strategic alliance to increase the business and further improve

the service of both companies. The Conservatory Factory supplies

Synseal's Global roof system directly to Swift's window customers.

Richard Iles, Sales Director of Swift Frame, an independent systems

and fabrication company, explains the benefits of the relationship with

the Conservatory Factory: “We wanted to tie up with a roof fabricator

so our customers could offer a complete package. With The

Conservatory Factory our customers get all the technical expertise

they need. Installers like the Global range because it's fitter friendly. If

necessary, The Conservatory Factory can take ultimate responsibility

for the project. They tell us the design of the roof and the spacings

and we make the doors and windows to suit the roof. For complicated

conservatories, The Conservatory Factory will even come to site to

survey. It was important to us to find a company who can offer the

same high level of service as our customers are used to.”

Bob Lilley of the Conservatory Factory

adds: “Since moving to Global we have

doubled the number of roofs we make

to in excess of 50 a week. The biggest

advantage of dealing with Synseal is

that they really listen. We did our

homework before joining the Synseal

Global network and they haven't let us

down. We are a service orientated

company and, like Synseal, we're good at what we do. We recently

joined forces with Swift Frames - they recommend us for conservatory

roofs and we recommend them for windows. We deal directly with

their customers and, although it's early days, the strategic alliance has

brought in new business for both companies. We expect sales to go

through the roof next year - no pun intended!”

EVie goesspace age

Bob Lilley of The Conservatory Factory

strategic alliance

Sole supply agreements have been creeping into the industry. Nick Duttonexplores why they aren't always good news for fabricators or suppliers.

NICK’S IN THE CHAIR

Nick Dutton, Synseal’s Salesand MarketingDirector

glass age/2004

The call from BigCompany RoofSystems' sales director came out ofthe blue. “We'd like you to comeup to review your tradingrelationship. We've discoveredyou're selling OtherBrandconservatory roofs and we cannotallow it.” Peter Willoughby'seyebrows shot up. His cheeksreddened. Not many people spoketo the MD of FastGrow TradeFrames like that. “It's not a secret.We've promoted both brands inour advertising for months, leavingthe choice up to customers. If youwant to see me you can comehere.” The meeting did not goBigCompany's way. “My customersare choosing OtherBrand's roofsinstead of BigCompany's. Webelieve in giving customers achoice, and our total sales haverisen considerably since we addedOtherBrand. I'd be stupid to dropthem. If you force me to choose,you'll be losing a lot of roofs.” Itwas an unhappy end to therelationship.

Most of us want our customers togive us all their business. We'd bedaft not to. We all want long-termone-to-one relationships where weare the supplier of choice, the onlyone in the frame. It's not just ego.Research shows conclusively that -as in our personal lives - long-termsole-supply partnerships do best.Each partner has the opportunityto learn about each other, worktowards keeping each other happyand build up trust between them.But there is a world of differencebetween willing relationships andenforced relationships. Researchalso proves conclusively thatrelationships break down morefrequently when one partnerhandcuffs the other to preventthem straying. If things aren'tright, if one party neglects, cheats,bullies or forces itself on the other,if the relationship is lop-sidedwhen it comes to rewards it can'tlast.

Onerousrestrictions There are examples ofsuppliers trying to imposeonerous restrictions ontheir customers all aroundus. Most accept that win-win relationships, whereboth sides feel they aregetting an equal deal arebest. But equality looksdifferent when one sideholds most of the cards.The temptation to be a little too clever,or to take a short cut when you can, isvery tempting.

An offer they couldn'trefuseTake Unilever. To improve thedistribution of its Birds Eye Wall's (BEW)ice creams, Unilever supplied 'free'freezer cabinets to its stockists. Aseemingly generous offer, but it came ata price. The customer could only usethe cabinet for Wall's ice creams. Mars,the competition, was not happy, andnor were shops who wanted to offer achoice. Unilever suggested rivals couldsupply their own freezer cabinets, whichMars was happy to do, but many smallshops didn't have room for anothercabinet. In 1993 the CompetitionCommission got involved and BEWagreed to change the wording in itsterms of trade that prevented customersoffering a choice.

In the window and conservatoryindustry there has been an increase inrestrictive sole-supply agreements.Some agreements are genuine efforts toprovide stability to build properpartnerships. But most agreements toprevent competition are a sign ofweakness, reactions to increasing levelsof competition. Suppliers who are losingout fear the worst and try to tie in asmany customers as they can.

Fear of competition What goes wrong when fear is themotive? Once customers sign up,suppliers may take them forgranted. Once the relationship isgoverned by fine print, and definedby contractual obligations andrestrictions rather than shared goalsand mutual attraction, complacencybegins to replace enthusiasm andemotional commitment.

What if circumstances change? Whatif service slips and their promises areunfulfilled? What if productdevelopment is put on hold for thethird year running, or their productsare no longer competitive? What ifthey are overpriced and pad outtheir price rises? What if you pay ontime but breach your credit limitsbecause you are growing fast? Willthey be flexible and understanding?Will they listen? What if they don'tkeep their side of the bargain andfall short of expectations? What ifthey start selling direct to yourcustomers? You are locked in. Youmay become uncompetitive becausethey fail to keep up.

The Synseal wayWe believe in fairness and opendealing - it's better for everyone inthe long run. Competition ishealthy, it sharpens us up. Solesupplier agreements sound good intheory but can be unhealthy forboth supplier and customer.However you dress it up you cannotbuy loyalty, you have to earn it. Youcan only buy the appearance ofloyalty.

And what happened to FastGrowand BigCompany? One is continuingto grow; the other is struggling tokeep its customers. No matter howbig you are, you can't impose yourown rules on a relationship if theygo against a customer's bestinterests.

To find out more call Nick Duttonon 01623 443200Most agreements to

prevent competition are a sign of weakness.

Loyalty is earned, not bought.