Window Tinting or if you prefer window film is what I do.

I analyze it, poke it, explore it turn it around in my hand like a Rubik's Cube

I am looking for the advantage; the extra yard required to win.

Winning means convincing the customer to trust your solution and say yes.

It means they have chosen my company over some other company or the choice (and it is one) of doing absolutely nothing.

That's why it struck a chord in me when I read this article in Window Film Magazine:

In particular the following paragraphs:

"Though the company is closing (two service centers, it remains completely focused on moving the window film industry forward in a positive manner. Fremont says that while the automotive film industry seems to be moving toward a commoditization model as an increasing number of offshore manufacturers move into the U.S. market, BSF is not embracing such a model. “We have said all along that the auto market was going to be commoditized away. That is why we are looking for a superior [architectural] product … it’s where we are focused,” says Fremont. “We did not embrace commoditization; we moved away from it.”

According to Kathryn Giblin, the company’s vice president of global marketing and technical services, one reason the architectural market has not succumbed to commoditization is because the barriers to entry are very different compared to automotive.

“The barriers to entry [have brought] legitimacy to the industry. We now have National Fenestration Rating Council (NFRC) certification and there are so many more regulations and certifications … customers aremore sophisticated and they are asking the questions.”

What complete gibberish!

Here's the real deal. 

Solar Gard and CP Films have done their absolute best to turn the car tinting business into the commodity based business these same folks bemoan.

They were mirrored imitated by SunTek and the Vampire Sun Gard (Dead-Not Dead-Should Have Stayed Dead) You can see it in their interchangeable management. 

The Same Guys Only OLDER!

How many dealers have they all "recruited" over the years?  Hmmmmm?

They invited them for a swim and now say the pool is too crowded?

When they ran out of new guys to set up they collectively attacked the new car dealers to convince them to tint in house.

They offered no rational basis for establishing their dealer hordes. Simply who could possibly buy a roll or two of tint?

• No requirements from a business perspective.
• No investment in terms of brick and mortar.
• No fiduciary responsibilities as long as that credit card goes through!

Boo Hoo.  They pee in that pool and now cry foul?

Are you serious??

Your business plan was a failure. Your tactical plan is all over the place and I am being kind.

Here's my advice to you:  SHOW SOME LEADERSHIP!

Before you jump out of your own spoiled waters and towel off in San Diego- -

THINK AGAIN!!

Slowly. . .turn around and survey the polluted waters you all created.

Clean Up Your Mess!!

Go Ahead - -It Can be Done!

Mike Feldman