2010 Hurricane Season Ends-My Bad Luck Continues
Imagine a business that had experienced incredible growth throughout the late 1990's into 2006 based primarily on the threat and reality of hurricane mitigation?
The 2010 Season is ending this month and despite an unusual number of storms, the USA has dodged every single one of them !
When I was the 3M Window Film guy nearly 40% of all the flat glass film we sold in the USA was in the state of Florida. To say that the 3M Window Film Dealers in those days were living high is an understatement.
They weren't the only window film guys living FAT. The LLumar and Armorcoat Dealers were driving Jags, and even the MIA Madico folks had a dealer or two making some noise!
Florida's hurricane luck has become a death knell for hundreds of window tinting shops and coupled with this never ending recession a cruel fact of life for this decades old business.
(I'd hate to imagine being a hurricane shutter business by the way. Window film companies offer thick films that provide protection but nothing as strong as a shutter that meets large missile testing! Their sales numbers these last 4-5 years have tanked so badly it has resulted in a wave of business failures throughout the state!)
The New Driving Force
This combination of limited storm activity and stagnant economic growth, foreclosures and bankruptcies has resulted in a redefined and a much smaller window film market.
This is the reality that Advanced Film Solutions confronts every day.
The new reality can be summarized by the following:
This is rather like a "Darwinian struggle" of the survival of the fittest.
The limited hurricane activity and horrible economy has ironically been our ally.
There are no easy orders, no give me's.
If there was never another Florida hurricane we wouldn't complain! Our clients wouldn't complain either!
Call us at Advanced Film Solutions
Toll Free 877-575-3456
Now think back these last 5 years since Hurricane Wilma ?
The 2010 Season is ending this month and despite an unusual number of storms, the USA has dodged every single one of them !
When I was the 3M Window Film guy nearly 40% of all the flat glass film we sold in the USA was in the state of Florida. To say that the 3M Window Film Dealers in those days were living high is an understatement.
They weren't the only window film guys living FAT. The LLumar and Armorcoat Dealers were driving Jags, and even the MIA Madico folks had a dealer or two making some noise!
Florida's hurricane luck has become a death knell for hundreds of window tinting shops and coupled with this never ending recession a cruel fact of life for this decades old business.
(I'd hate to imagine being a hurricane shutter business by the way. Window film companies offer thick films that provide protection but nothing as strong as a shutter that meets large missile testing! Their sales numbers these last 4-5 years have tanked so badly it has resulted in a wave of business failures throughout the state!)
The New Driving Force
This is the reality that Advanced Film Solutions confronts every day.
The new reality can be summarized by the following:
- Cost savings solutions like or energy reducing window films are the number one motivating factor for window film purchases. Documented window film performance using the NFRC Ratings has leveled the playing field for consumers. Unsupported claims like 3M's 97% IR rejection or their purported working better at angles can be easily dismissed as marketing hyperbole or worse.
- Green may be topical but purchases for lowering carbon footprint takes a distant second to bottom line cost savings.
- Rebates from local power companies offer compelling reasons for window tinting purchases.
- Brand power has lost it's shine. Consumers are able to do their own research on the Internet and can't be fooled by big name window film that offers less intrinsic value and weaker performance.
- Price points have been lowered based upon the economic hardships consumers face. This development can be seen as good for consumers but it has opened the door for dealers who promote inferior window tints while making false claims that "all films are exactly the same."
Quality and durability continue to have value no matter the state of the economy. Consumers have to be cautious when they are presented with these private label or imported films. - Manufacturers are in upheaval trying to develop successful business models to counter their huge decline in sales.
Their battle is relevancy.
Price erosion, increased competitiveness and cannibalizing their own portfolios are huge obstacles to sustainable growth. - Lower new car sales has choked the profitability of the entire car tinting market which remains the lifeblood of the larger manufacturers.
- Radical changes in distribution and corporate management have blurred the strategic focus of the key players in the industry. Consistency is in short supply. Radical shifts in tactics create chaos throughout their own channels.
- Cash Flow is the key ingredient of success for independent business owners. The inverse situation of facing poor cash flow results in business death.
- Manufacturers have lost touch with their channel. This is a direct result of poor planning, limited staffing and the cast of personnel they have in place as their sales representatives. This environment might be understandable in 2007 when the recession first hit the market. As we approach 2011 the continuation of their strategies is untenable and inexcusable.
- This is not a question of right versus wrong, or good versus bad. The inability to develop sound business strategies is a result of these field conditions combined with a failure to respond and adapt to this new reality.
- We differentiate by offering more and better choices than any other window tinting company.
- We educate our clients concerning the nuances between these films and how one solution may be the better choice for that particular client.
- Our installations are precise and we fix any mistake. No arguments, no debates!
- We are responsive and react quickly to all inquiries and estimates.
- We cover a wider area because we recognize the weakness of our competition not only here in Tampa or Orlando but throughout the entire state and the USA.
- We are extremely competitive having represented only one brand (3M) for 33 years. Now having the ability these last four years to represent solutions other than 3M, has been liberating.
This is rather like a "Darwinian struggle" of the survival of the fittest.
The limited hurricane activity and horrible economy has ironically been our ally.
There are no easy orders, no give me's.
Each client is important. Every installation critical.
If there was never another Florida hurricane we wouldn't complain! Our clients wouldn't complain either!
Call us at Advanced Film Solutions
Toll Free 877-575-3456
Posted by Mike Feldman at 11/13/2010 7:23 PM 
Categories: Hanita- Impact Film, Armorcoat Solar Gard, Vista, Hurricanes
Tags: hurricane tracking window film Vista armorcoat madico llumar Safety window film florida security shatter film
Categories: Hanita- Impact Film, Armorcoat Solar Gard, Vista, Hurricanes
Tags: hurricane tracking window film Vista armorcoat madico llumar Safety window film florida security shatter film
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