1. Getting innovative products to market by David Foster Director of Environmental Affairs Canadian Home Builders’ Association June 4, 2008

2.  Large-scale production builder/developers.  Small and mid-sized production builders.  Custom & niche builders.  Professional renovators.

3.  Direct to builder/renovator.  Via supplier/retailer.  Via electrical contractor.  Via design professional.  Through participation in a green labeling program.  Through participation in HBAs.

4.  Clearly define the benefits and costs.  Address installation requirements and trades support.  Provide effective, efficient technical and warranty support.  Provide the builder/renovator with tools to support customer service staff.  In short – see beyond the sale.

5.  Many/most operate design centres.  Design centre product selection process varies: some direct, some indirect.  You need to get your product into the design centre, need to connect with the builder to make this happen.  You need to make sure design staff are equipped to sell your product’s benefits effectively.

6. Large-scale builders  Entry-level homes based on entry-level products: cost issues.  Many builders assemble packages and require full spectrum of solutions.  Price/margin will always be an issue.  Expect to cost-share on display and samples.  Expect smart builders to ask for staff training/orientation.  “Green” an emerging trend, gaining momentum. Challenges and Opportunities

7.  More likely to work with a local supplier.  Often set allowance for lighting and send customer to the supplier.  May not specify supplier, but leave the customer free to source anywhere.  Alternately, may install “builder grade” fixtures and assume the buyer will switch out later.

8. Small/mid-sized builders  May not have effective selling environment.  Suppliers will often be key players.  You have to convince both builder and supplier it’s worth it.  If they are “green” you have an obvious advantage. Challenges and Opportunities

9.  May not participate in lighting decisions, providing allowance or opting for customer supplied.  Higher-end custom builders often work with/through a design professional.  “Green” niche builders offer a more natural target market.

10. Custom & niche builders  Some may avoid lighting selection altogether.  For many, price is less an issue, décor and performance are key.  Have to connect them with a supplier.  Builder more involved in product selection, has greater influence on customer.  Again, if they are “green” there is an advantage. Challenges and Opportunities

11.  Similar situation to customer builders.  Scope of projects varies tremendously, but most require lighting solutions.  Most renovators are not directly involved in lighting selection, use supplier, designer or owner-supplied fixtures.  Emerging “Green” renovator segment may create opportunities.

12. Professional renovators  May not want to be involved in lighting decisions.  Cost less of an issue, quality matters.  Timely sourcing, seamless supply key issues.  They need to be able to sell the concept to the homeowner.  “Green” becoming more important. Challenges and Opportunities

13. Green label programs  Get involved – this is the most obvious entry point for energy efficient fixtures.  Where pick lists are in place, get your product category listed.  Program builders are prime target market.  Best programs publish product catalogues and lists, and provide educational opportunities.

14. Home Builder’s Associations  Opportunities to connect with builders and renovators at all three levels.  Local Associations offer variety of services: technical sessions, presentations, etc.  Many provincial Associations are involved with green programs.  Nationally, the CHBA Manufacturer’s Council represents major product and material companies.

15.  Green building and renovation well established and gaining momentum.  Innovations also need to be solutions.  Your product is one “piece of the puzzle”.  ENERGY STAR ® a significant asset in getting the industry’s attention – trusted and understood.

16. David Foster 613.230.3060 foster@chba.ca