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Daren Tracey and his business partner, Chris Kelly, are hoping they will soon be walking all over their competition. Their months-old, Halifax-based company, Remarkable Surfacing, is aiming to cement itself in the firmly established and very crowded world of contract paving.
"I think we have a very unique product to offer the market here," Mr. Tracey says, referring to paving patterns and imprints that can be placed on any surface that would normally accept conventional asphalt, concrete or stone base overlay.
Along with residential driveways, Remarkable Surfacing hopes to capitalize on the construction boom in local industrial, institutional and commercial complexes. "New buildings are going up all over the place and they are all going to require parking lots, drive-ups and drive-throughs," Mr. Tracey says. "And as older sites get revamped, their road surfaces will need to be upgraded as well, especially after the long, harsh winters."
Indeed, Mr. Tracey and his partner recognize the opportunity that comes with each spring thaw. "Halifax roads become an obstacle course of potholes and present a real danger to drivers and their vehicles," he says. "Our surfaces dry quickly, which slows down the formation of ice, and they are unaffected by salt. Plus, they are smooth, with no trip points and little potential for damage by snowplows.
"And," he adds, "at about one-third of the cost of conventional paving, they could save the City of Halifax hundreds of thousands of dollars in road repair work each year."
Despite his conviction, Mr. Tracey says making a name in a smaller market that already boasts more than 100 competitors has been a challenge. "Sure, we have picked up a few residential jobs here and there through word-of-mouth referrals, but for the most part, nobody knows who we are or what we have to offer."
Finding a good mix of skilled, full-time employees who can oversee project layout and design, as well as a part-time crew to handle the heavier labour, has also been a major concern. "Even hiring students on for the summer has been a real challenge," he says.
"If we want to grow our business here, and eventually across other parts of Atlantic Canada," he says. "We could really use some direction in these areas."
WHAT THE EXPERTS SAY
Don Veinish is the vice-president and creative director of Cossette Atlantic, a Halifax-based marketing and communications firm. He says he believes the first step to growing any business is to understand the marketplace. "It is vital that they are clear on who they are eyeing as customers," he says.
Once a target market has been established, Mr. Veinish recommends rebranding the business accordingly. "If they call themselves 'Remarkable,' then their materials should better reflect that than they currently do. Their website, business cards, letterhead, signage, brochures, fliers, advertising materials and trade-show gear must clearly convey who they are."
But a corporate makeover isn't enough to attract customers. "Potential clients have to be educated on the company's competitive advantages," he says. "What is it that makes the company remarkable? ... What is in it for the customers?"
After establishing a simple and concise message, Mr. Tracey and his partner must look at advertisingstrategy. "For residential customers, I would recommend using a mix of media," Mr. Veinish says. "At the core would be a large display advertisement in the local phone book, supported by strategically placed collateral ads in newspapers, home and lifestyle magazines and perhaps even area cable television stations."
Going door-to-door with business cards, brochures and fliers - especially in newer neighbourhoods is also a cost-effective way to get the word out. "And make sure that signage is visible when you are out on a job," he says. "You never know who is going to be watching from their doorstep or driving by."
For commercial and industrial properties, Mr. Veinish says it is all about who you know. "Get out there and schmooze," he says. "Ads in trade publications are good, but developing partnerships with contractors, construction firms, developers, design companies, engineers, architects and real estate agents is a more effective way to keep their company top of mind with sector insiders. Signing on with industry associations will give them instant credibility with these people as well."
It also might help them with their ongoing labour issues, says Andre Lambert, co-owner of Lambert Brothers Paving in Calgary. "These business organizations have become invaluable, especially when it comes to sharing best practices in the field of human resources," he says. Mr. Lambert, who handles much of his company's sales and marketing initiatives with his younger siblings Paul and David, says younger companies like Remarkable Surfacing need both veterans and rookies on the job.
He says he believes there are a number of options open to entice and retain full-time employees.
"Slightly higher-than-average sector wages - even just a couple of dollars per hour more - combined with a health plan that offers basic coverage is a good start and likely more than the competition is offering," he says. "Bonuses for performance, safety record and length of employment are also excellent incentives for keeping people, as is the opportunity for them to upgrade skills through company-sponsored courses, seminars and workshops."
Professionalism will likely leave a positive impression upon job seekers. "Having the most up-to-date gear will show candidates how serious the company is about competing in the marketplace," Mr. Lambert says. "And formal safety and first-aid training are an absolute must."
Developing a personable environment will also help to create a sense of belonging. "Little things like monthly lunches, weekend softball games or holiday get-togethers will help to foster a family environment," he adds. "In this sector, keeping good people is as much about job satisfaction as it is about earning a good living."
In a nutshell
Positioning: Rebrand the company to appeal to its target market.
Messaging: Develop and deliver a concise and simple message to residential markets through a mix of creative and directive advertising media.
Networking: Involvement with industry associations will generate opportunities for commercial-industrial work and offer possible solutions for labour issues.
Attraction & Retention: A competitive, bonus-laden package and a professional, personable company environment, will lure and keep employees.
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