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ASK THE BUILDER ABOUT TREATED WOOD

Michael BeaudryDeck Builder, KOW/BTN Decks

Exec. V.P., NADRA

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The Market: Deck Builders

Many builders who will also build decks A growing number of “full time” professional

deck builders Major shifting from part-time deck builders

to Professional Deck Builders Archadeck, USA Hickory Dickory Decks, Canada

Residential Contractors looking for professional deck builders for their projects.

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The Good It does what it says it will. Its less expensive

than other decking materials. It is abundant.

Southern Yellow Pine – 3 Billion BD Ft used for decks – 40% of the market (Deck Builder March/April 2006 page 28)

Better Homes & Gardens outdoor living study – 47% of respondents want a wood deck (Deck Builder March/April 2006 page 29)

  Deck additions provide a healthy return on

homeowner’s investment, deck market is growing.

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The Bad Wet wood Disintegration, splitting at end cuts Improperly stored prior to delivery Grades confusingly marked Poorly educated warehouse personnel Poorly educated builders Increasingly negative consumer

perception

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PT: Shrinking Market Share Losing ground to:

Composite Cedar Ipe Mahogany Plastics Vinyls Aluminums Glass

…and most of all concrete (pavers, EP Henry)

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WHY IS THIS HAPPENING? Composite: Promoting it directly to the

homeowner – selling attributes: beauty, comfort, safety, low maintenance.

Cedar/Ipe/Others: Promoting use, beauty and benefits of material directly to homeowners.

…Pressure Treated Industry seems to be asleep at the wheel

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Notes from the LSU Treated Industry Analysis: 2004

"Twenty-three percent of respondents said that they stocked fiber-composite plastic decking in 2004. Of these, 86% said that, relative to 2003, they had somewhat or dramatically increased the volume of these products that they stocked."

"Perhaps the greatest threat to the competitiveness of treated wood in the building market comes from market penetration by treated wood alternatives."

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"With regard to sales, nearly 1/3 (31%) of shipments in 2004 was to end-users such as builders and contractors followed closely by national retail accounts (29%). Stocking distributors and wholesalers accounted for 17% and 14% of sales, respectively."

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Value Chain

Bene

fi ts

Costs

Who is really your customer? Who’s needs are you trying to fulfill? Who’s needs should you be trying to fulfil? What would make each of them more successful?

Red: denotes Channel Captain

Distributors

Dealers

Home Builders

Deck Builders

Consumers

Manufactures

Raw Material Suppliers

The “chain” of people, materials, activities and information, starting from an idea or need all the way to the final end user of a product or service.

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VALUE CHAIN MAKE EACH LINK MORE SUCCESSFUL WITH:

Raw Materials Suppliers

Forums to get them in front of Manufacturers and downstream to understand industry needs and opportunities

Manufacturers Driving code and specifications. Installation certification. Vision of future/industry. Drive adoption of product. Access to Pro deck builders

Distributors Info on purchasing habits. Understand where the industry is heading. Relationships with dealers and key deckbuilders.

Dealers Regional NADRA Chapters. Access to Pro deck builders

Homebuilders Ability to drive need for more decks. Access to subcontractors. Tools for deck sales. Product promotion from manufacturers

Deckbuilders Business education, skills, and assistance. Profitability tools, estimating forms, marketing tools, Insurance (health, workers comp).

Consumers Professionalism, Quality deck (looks, functionality, safety). Design program. Guarantee, Payback analysis

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Ad from Weatherbest: “Our products are made from a high quality composite that gives you the distinct look and feel of natural wood, with low maintenance, so you can spend more time enjoying your deck.”

“That means you can build your own backyard retreat with all of the qualities you love about traditional wood decks, but avoid the many of the hassles of having to maintain one”

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From “Bob Villa’s” website:

“High-End Deck MaterialsEighty-five percent of all single-family homes

have a deck or deck-like structure. The vast majority of these decks are made from pine and pressure-treated pine varieties. Many of these homes will replace that deck within ten years. High-end decking like cedar, redwood, and mahogany give homeowners beautiful long-lasting performance coupled with eye-catching beauty and elegance.”

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The Ugly

Copper Alternative Pressure Treated/Fastener Compatibility Critical Question of how long will a fastener

resist corrosion when installed in copper alternative pressure treated wood?

Lack of Standard Testing of Fastener to Treated Wood Compatibility

Testing Conclusions must take into account the effect of moisture exposure to the rate of decomposition

Railing Breakaway Conditions Currently being tested at: Washington University

and Virginia Tech, among others.

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The Corrosion Issue

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Code Conformance Issue

Conformance of Codes not consistently enforced.

Public safety officials lacking knowledge of applicable codes and regulations:

American Wood-Preservers Association (AWPA)

International Building Code (IRC) Residential Building Code (RBC) State and local codes

Codes themselves do not always consider newer materials in use today.

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The Lawyers are circling

Advertisements all over the web asking for clients with deck problems

Several class action suits on their way.

Choice is to be Proactive OR Reactive…

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Now that I’ve bored you with what you already knew…

Here is what we would like to do with support to make a difference…

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NADRA Deck Safety Month - May

This year -- May 2006 Promote deck safety and awareness Reduce number of injuries

Future Continue residential awareness program Expand to building code community Expand to professional inspection

community

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Pressure Treated

Lumber can be a

beautiful choice for

a deck…

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Consumers and Pro Deck Builders Need to see the Beautiful Truth…

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Deck Industry and Wood Treaters Can Help Each Other

Promote long term beauty, safety and comfort of Pressure treated products by way of public relations and advertising.

Provide Pro Deck Builders with materials/incentives to sell PT decking

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Some Suggestions… Provide beautiful brochures showing high

end PT decks Provide pre-stained PT products

Like mahogany is doing in conjunction with Cabot.

Work with coating companies to develop lines of stain so PT that arrives on jobsites looking like rich exotic wood.

Offer Awards for best PT deck built in 2006 and some runner ups.

Be an advocate for the Deck Safety Program

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Penofin ad:

“Penofin's entire color line brings a beauty to pressure-treated wood previously not possible. “

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NADRA is the Voice of the decking industry…We can:

Disseminate information to the Pro Deck Builder via: Bimonthly Magazine (Professional

Deck Builder Magazine) Newsletter and emails Website promotions Direct conduit to the end-user (deck

builder and homeowner)

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NADRA Certification Outline Qualifications

Professionalism Experience Education

Levels CDRA: Certified Decking & Railing Applicator CDRF: Certified Decking and Railing Foreman CDRS: Certified Decking and Railing

Salesperson CDRC: Certified Decking and Railing Company

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Course #1

Orientation to Occupational Safety & Health for workers Course designed for construction workers,

foremen, superintendents, and Project Management.

Qualifies for CDRA and CDRF designations. Scheduled to be initiated May 2006 Offered Regionally at Sponsoring

Lumberyards

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Benefits MEDICAL INSURANCE PROGRAM TRAVEL RELATED DISCOUNTS LEAD GENERATION FROM NADRA WEBSITE FORUMS FOR MEMBERS 12 COMMITTEES REPRESENTING MEMBERS

INTERESTS REPRESENTATION IN CODE PROCEDURES AT ASTM

AND ICC LOCAL CHAPTER OPPORTUNITIES DECK SAFETY MONTH US/CANADIAN PROGRAM EDUCATION HELP DESK FOR MEMBERS AND GENERAL PUBLIC NETWORKING WITH THE BEST IN THE INDUSTRY

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Builders, Suppliers, Manufacturers and Retailers working together…

to provide a quality outdoor living experience for every home in America.

It’s a beautiful thing...

Our sincere thanks to AWPA, we look forward to working together in the years ahead.

www.nadra.org