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1
WETC AST HARDSC APES ARE THE NE X T BIG THING
Demand for manufactured
stones and boulders is
expected to post the
fastest growth of any type
of landscape product over
PROJECTED CATEGORY GROWTH (2012-2019)
300%
292%
250%
28.5%
the next 10 years.
200%
This expected growth is
due to customers wanting
more natural looking
landscape products that
cost less to install than
150%
Over two-thirds of all
hardscape products
are made up of
concrete products
(54%) and stones and
boulders (12.9%)
100%
50%
natural stone.
0%
Rosetta’s wetcast hardscape
CONCRETE PIPE &
BLOCK
PRECAST CONCRETE
HARDSCAPE
PRODUCTS DEMAND
STONES & BOULDERS
MANUFACTURED
STONES & BOULDERS
products comprise the
most complete line of
manufactured stones and
boulders currently available.
ANNUALLY THROUGH 2017
7.1%
$1.2 BILLION
5.9%
$1.6 BILLION
Ahmad, “Precast Concrete
Manufacturing in the US”, IBISWorld,
October 2014
Carter, “Concrete Pipe & Block
Manufacturing in the US”, IBISWorld,
April 2014
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2
BILLION
5.7%
$1.2 BILLION
SOURCE:
1
“Freedonia Industry Study #3045”,
Landscaping Products, July 2013
2
$2.1
REGIONAL LANDSCAPING PRODUCT GROWTH
8.2%
$2.5 BILLION
The residential market
was the largest user
of concrete products
in 2012 and will grow
to 45% of all concrete
hardscape sales in 2017.
$1.2
BILLION
Hardscape
products currently
account for 28.5%
of the landscaping
products industry.
66.9%
Driven by the trend of
creating outdoor living
spaces, hardscape product
sales are forecast to rise 9.8%
per year through 2017 to $2.1
billion—By far the fastest rate
of growth among landscape
product categories.
45%
Demand for concrete
hardscape products is
forecast to increase more
than 10% per year through
2017 to nearly $1.2 billion.
Demand will be driven
by the continuing growth
in popularity of concrete
pavers for use in creating
patios and walkways.
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—Mason Cooley
The market value of concrete is radically
affected by the mold it’s cast in.
4
5
MARKET TRENDS
Over the last many years, access to skilled labor has decreased
dramatically in many regions. At the same time, customers have
become more and more demanding. These competing trends
create a gap between what customers want and what contractors
can economically install. Rosetta products bridge this gap.
Increasing
Customer
Demands
A
B E T T E R
ROSETTA
OUTPERFORMS
INDUSTRY SALES
By creating products that meet these trends,
growth at our regional hardscape production
facility has dramatically outpaced that of the
industry as a whole over the last seven years.
P R O D U C T
599%
600
500
% CHANGE
C R E A T E
Rosetta Sales vs. ICPI vs. NPCA (Precast Association)
400
300
ROSETTA
MI Plant Sales
200
NPCA
Industry Total Sales
100
ICPA
Industry Total Sq. Ft. Pavers
2007
2008
2009
2010
2011
2012
2013
Decreasing
Skilled
Labor
Availability
Consistent
TIME
HARDSCAPE PRODUCTS
Traditional
Concrete
Products
dimensions make
increases installation
installation fast
speed and safety
and easy
Highly attractive texture,
color, and shape
EASY
This chart represents the hardscape products marketplace.
Traditional Concrete Products are typically high on the ease-of-use
axis, but relatively low on the attractiveness axis. On the contrary,
Natural Stone is typically highly attractive, but relatively difficult to
install or engineer. Rosetta products as easy to use as Traditional
Concrete Products and as attractive as Natural Stone.
Simple lifting tool
ATTRACTIVE
Interlocking Lugs make
walls easy to engineer
Natural
Stone
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7
T H E M O S T C O M P L E T E L I N E
H A R D S C A P E P R O D U C T S O N
O F W E T C A S T
T H E M A R K E T
S & ACCESSORIE
S
CAP
NG
NI
AI
E
IR
RE
T
S
PIT
ALKWAYS
&W
PATIOS &
PAV
ER
S
S
EP
ST
LLS
WA
FIREP
LAC
E
S&
F
8
9
W H Y
P A R T N E R
You
VALUE
COST
PR
O D UCTS & SUP
HOW IT ALL BEGAN
met with success on a local level. Since
2007, several Rosetta manufacturers have
joined the Rosetta team—covering select
markets in the United States, Canada,
Europe, Asia, and the Middle East.
Rosetta Hardscapes launched in
Charlevoix, Michigan in 2007—The
brainchild of three brothers who
had spent their entire careers in the
construction industry.
GROWING AND INNOVATING
Responding to the need for a hardscape
product that mimicked the colors, textures
and shapes of natural stone the first
product Rosetta developed was the
Outcropping Collection.
WETCAST
TECHNOLOGY
W
R O S E T T A
T H I R D G E N E R A T I O N F A M I LY B U S I N E S S
CTURING & S
UFA
AL
N
A
ES
M
NE
W I T H
PO
RT
As a larger scale wall solution that
creates grand walls that truly capture the
look of natural stone, Outcropping was
Generation 2
Jim, Mark, and Ben Manthei
create MDC Contracting
Beginning with the Outcropping
Collection, early advances included
the development of a complete line of
hardscape products.
The complete line of Rosetta wet-cast,
concrete products gives Rosetta an
appeal in every market—within the
landscape architecture community,
among the landscape contractor
market, and even in the do-it-yourself
homeowner crowd. This creates an
opportunity to promote Rosetta across a
range of specifiers and customers.
Rosetta’s innovative engineering
resources include on-staff engineers,
wall layout software, design charts,
construction details and much more.
These resources are available both in
print and online and are constantly being
improved and updated.
Rosetta’s full-time R&D department is
constantly striving to find opportunities for
product improvement and development.
1930
1968
Generation 1 :
Ted & Ernie Manthei
Growing Strawberries
7 W AY S L I C E N S I N G R O S E T TA H E L P S YO U
1. HIGHER CHANCE OF SUCCESS.
We manufacture and sell a significant quantity Rosetta products
ourselves in Michigan every year. This experience has helped us to
figure out what works and what doesn’t, which greatly increases
your chance of success.
2. SHORTER TIME TO MARKET
We have developed a proven, plug-and-play system that will
get you up and running and generating income much faster
than would ever be possible starting from scratch.
3. INITIAL TRAINING AND ONGOING SUPPORT
We have a deep bench of talented staff ready to provide
manufacturing training, sales training, marketing resources,
and much, much more.
4. SELLING POWER OF A NATIONAL BRAND
The Rosetta brand is becoming well known nationally as both
innovative and trustworthy.
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5. NATIONAL ADVERTISING
AND LEAD GENERATION
We nationally advertise to both installers and specifiers in
both print and on-line media. This effort provides us with
valuable leads to pass on to our licensed customers.
2007
Rosetta Hardscapes is founded
6. PERFECT BLEND OF
AUTONOMY AND SUPPORT
Our license structure allows for independent, entrepreneurial
manufacturers to run their business the best way they see fit,
while giving them access to cutting-edge R+D, best practices,
and world-class support.
7. NETWORK OF INNOVATIVE MANUFACTURERS
Join an exciting network of innovative concrete products
manufacturers with an incredible wealth of experience
and expertise that are collectively changing the hardscape
industry for the better
Generations 3 and 4
Jeremy Manthei continues
to lead Rosetta into the future
2012
MOVING INTO THE FUTURE
Rosetta is committed to continued innovation—with exciting
developments coming from the R&D Department. Stay tuned
as Rosetta continues to lead the wetcast hardscape industry by
creating beautifully engineered, artistic hardscape solutions.
11
DiscoverRosetta.com/MakeRosetta
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