August 2008

August 2008
FALLOUT FROM NEW YORK
TIMES ARTICLE KEEPS MIA
VERY BUSY
It is a very challenging time for our industry as some misleading allegations
of two manufacturers of quartz surfaces got the attention of a leading
newspaper, and the hype that followed.
Since it appeared on July 24, MIA has
been fighting fallout from the New York
Times article. To complicate matters,
the U.S. EPA has recently tempered
some of its original statements made in
basic support of granite countertops.
While it is true that coverage and blog
postings have slowed somewhat in
early August, MIA has been extremely
busy identifying and developing
spokespersons and material needed to
defend our industry from this unnecessary panic. Unfortunately, we do not
expect the attacks on granite to end
soon. Opponents have learned that
partial truths, portrayed out of context
often gain media attention. What continues to frustrate MIA most, however,
is that the efforts by opponents/
competitors of granite seem less aimed
at truly protecting the public than simply destroying our industry and the jobs
we support.
Executives of the U.S. Environmental
Protection Agency did tell the Marble
Institute of America that the Agency
fully supports the MIA’s efforts to facilitate the creation of new scientific standards for the testing of granite countertops for radon.
Speaking to MIA representatives, the
Agency’s Indoor Environments Division
executives indicated support for the
industry’s effort, and indicated they will
consider becoming involved in the
standard-setting effort.
It appears to be no coincidence that
Cambria and Silestone both issued
advertisements and announcements in
the last week that their products are
“certified” to be radon-free just as the
public furor over this issue boiled over.
MIA is shocked and saddened that
anyone would attempt to prey on public fears, particularly those generated
through the dissemination of misleading information, to benefit financially
from the consumer panic.
MIA is fully aware that many members
are dealing with customer concerns,
and materials have been distributed
that can be of assistance. In addition,
MIA recommends that, if you wish to
refer customers to an independent web
site that provides a rational discussion
of the radon realities, you refer them to
http://www.radon.com/radon/
granite.html. You will find a special
page posted just last week by Air
Chek, Inc., one of America’s largest
providers of radon test kits. I think you
will find the page to be both useful and
calming to your customers.
MIA does not currently have the resources in place to undertake this kind
of aggressive defense of the industry.
The association needs financial support, and encourages all stone industry
firms to help us protect our industry’s
good name by writing a check to the
Marble Institute of America/Truth
About Granite Fund. You can send
those checks to Marble Institute of
America; 28901 Clemens Road; Suite
100; Cleveland, OH USA 44145. Over
100 companies from around the world
have already contributed, and that support is very much appreciated.
Jim Hogan of
Carrara Marble Company
of America is
MIA President
for 2008
The issue of radon and granite is
still being distorted and manipulated by those who would benefit
from the confusion. The MIA is the
gainsayer. We continue to confront
the nonsense, half-lies and questionable science of the hucksters
who are attempting to remove
granite as an option for the consumer’s kitchen.
The last week of July provided us
with the most recent examples of
media nonsense. It was a toss-up
as to whose presentation was more
sophomoric: Kate Murphy in the
New York Times or Harry Smith on
the CBS Early Show. I spent a
great deal of time talking with Kate
Murphy in an attempt to educate
her on radon and radioactivity in
natural stone. I also shared with
her the “questionable science” of
Continued on Page 10
President’s Message …………...….1
Technical Q & A ..……………….…..2
Monthly Quiz ..………………….…….4
Housing Market ...……………….….7
MIA Education …………...……….....9
Calendar of Events …………….….11
New Members of MIA …………….12
mm or cm ◄ ► My Opinion
Have a technical question? Check MIA’s Dimension Stone Design Manual VII first. If you can’t find the answer
there, contact MIA’s Technical Director, Chuck Muehlbauer at [email protected]. This FREE service
is for MIA members only! (Non-member charge—$85/hour) As a courtesy to other members, please limit phone conversations to ten minutes per call. All opinions and advice provided by Chuck Muehlbauer or anyone else from MIA are provided as
general information only. MIA assumes no responsibility and shall not be liable for any damages resulting from your use of this information. Any information provided by the MIA are the exclusive property of MIA and shall not be disseminated, republished, or reproduced in
any manner without the prior written consent of MIA.
Q:
You’re driving me crazy with
your use of mm whenever I read
your column. In the stone industry,
we’ve always used cm – it’s 2 cm
or 3 cm slabs, not 20 mm or
30mm! I’m always forced to convert between the two.
A:
Fortunately for you, the conversion only entails moving the
decimal point one place, so it’s not
like I’m forcing you to convert miles
per hour to furlongs per fortnight. I
would agree with you that most in
the North American stone industry
probably prefer the use of the unit
centimeter, particularly when referring to slab thicknesses. That’s
probably because our first taste of
metric in this industry was purchasing product from Europe, and in
Europe the centimeter is much
more commonly used. In other
parts of the world, the Far East for
example, it is more common to use
millimeters. Neither is right or
wrong. In the metric system, there
is a preference to use prefixes that
fit into the 103, or one thousand
times factors, so that pico-, nano-,
micro-, and milli indicate 10-12, 10-9,
10-6, and 10-3 respectively, and kilo
-, mega-, giga-, and tera- indicate
103, 106, 109, and 1012 respectively.
There are some exceptions to this
where other units are acceptable,
and the centimeter is one of these.
My preference for the millimeter
unit is simply that when used in
construction, the millimeter is usually the finest increment that one
needs to measure. It would be
very rare that we ever need to
measure in tenths of a millimeter,
and therefore I never need to use a
decimal point. Using decimal
points when one is preparing shop
2
August 2008
tickets is somewhat prone to error,
as the guy in the shop can’t always
determine if there’s a decimal point
or a flyspeck on the paper. I’ve
always chuckled when I see shop
drawings where the drafter used
the dual dimension feature in AutoCAD, and converted the metric
equivalents to tenths of millimeters.
A ream (500 sheets) of standard
weight photocopy paper measures
nearly exactly 50 mm deep, so a
tenth of a millimeter is nearly exactly the thickness of a sheet of
paper, that degree of accuracy is
not needed in construction plans!
There is a very comprehensive
document available on the proper
use of the metric, or SI system. It’s
titled SI 10 – 2002, American National Standard for the Use of the
International System (SI) of units,
and is published by ASTM (visit
www.astm.org). And for anyone
who cares, a furlong is 1/8 of a mile,
and there are 24 hours in a day
and 14 days in a fortnight, so one
mile per hour equals 8 x 24 x 14,
or 2,688 furlongs per fortnight (or
2.688 kilo-furlongs per fortnight).
Q: Is there a specified maximum
length of time that water is allowed
to pond on a stone plaza after a
rain?
A: Actually, yes, but the length of
time would be zero. A conventional mortar bed set stone plaza
has to have aggressive surface
drainage over its entire surface to
perform. If you have an area that
is “ponding” then that area is not
draining at all. Elimination of the
ponded water by evaporation is
very slow, and much of the water
will seep into the setting bed. Repeated saturation cycles in the setting bed will eventually break it down,
and the performance and service life
of the pavement system will be significantly reduced.
Q:
We’ve got a wood frame floor
that doesn’t meet the MIA L/720 deflection recommendation. I see in the
Dimension Stone Design Manual that
L/360 is acceptable for concrete
floors. If I put a cement board over
the existing, I’m assuming that would
qualify as a concrete substrate, in
which case we don’t need the L/720?
A: No, the use of a cementitious
backer unit would not be considered
a concrete substrate. The recommended deflection limits would still
be L/720.
Q:
How thick does a granite paver
have to be for pedestal pavement
system?
A: That would be dependent upon
the flexural strength of the particular
granite, the span between the pedestals, and the anticipated loading. I’ve
done pedestal support granite pavement in all thicknesses from 1¼” to
6”.
The heavy weight of design excellence
by Deborah Burnett
Deborah Burnett, ASID is a registered interior designer and licensed building
contractor who appears on National TV with timely design segments and frequently teaches design pros and business owners on the power of COLOR LIGHT
TEXTURE and STONE! Find out more at http://www.deborahburnett.com
Here are the facts: Most top notch
designers are sticklers for color.
Most granite slabs vary in color;
therefore, the best way to select
granite is for the designer to view the
entire slab in natural light …but
here’s the rub: no way to provide
accurate color sampling throughout
the lengthy design process except
for small ‘hard to visualize ‘ stone
cuttings weighing in at 3- 5 pounds
each! So when you consider that
design pros are dependent on a
mountain of product chips, cuttings,
and samples all in an effort to color
coordinate the overall project, it’s no
wonder that so many designers are
now specifying engineered stone.
Could it be that the smaller, lighter
weight, and consistent colorations of
engineered stone samples are driving the trend? If so, then a touch of
old fashioned chivalry and an updated supply of oversized granite
samples throughout the process
could be all it takes to ensure that
natural stone products are specified
and installed! It’s as easy as:
1 Contacting design pros for current
projects
2 Identifying current color palettes
that they are specifying
3 Arranging for a showroom van to
visit the designer’s office or job site
outfitted with hefty 18 x 18” minislabs selected to compliment their
specified color palettes … who
knows, with regular visits and color
updates, granite and natural stone
could be specified in more areas
than originally intended!
Deborah
SAVE MONEY
PROCESSING
CREDIT CARDS
The MIA engages endorsed partner
programs within various sectors of
the business industry in order to
provide benefits to its members.
Given the current, difficult economic times, it is now even more
imperative for businesses to focus
on cost saving measures.
Through MIA’s partnership with
EMS Payment Solutions, several
members have saved thousands of
dollars annually with respect to
their credit card processing fees.
In a business where reduced costs
are the ultimate goal, EMS Payment Solutions, has additionally
provided superior expertise, consultation and support to many MIA
members.
In addition to lower
processing fees, EMS Payment
Solutions also offers alternatives to
the various ways you accept credit
cards. They provide state of the art
methods and equipment to accept
credit cards as a form of payment.
One such example involves MIA
member Best-Way Marble of Los
Angeles, CA. “EMS Payment Solutions provided a concise, easy to
understand rate comparison. They
were able to save us approximately
$1,000 annually on our credit card
processing fees and made changing processors seamless. On top
of everything, they were extremely
knowledgeable and genuine to
work with,” states Shelley Herrera.
EMS Payment Solutions provides
complimentary rate reviews for any
merchant currently accepting credit
cards and consultation for merchants looking to begin to accept
credit cards as a form of payment.
For questions or a complimentary
rate review and consultation,
please contact Ryan Bendure toll
free at 800.915.2406.
Paid Advertisement
August 2008
3
BRAZILIAN GRANITE MINING REGULATIONS
By Selma Tosta Silveira, SDL Consultoria E Representacoes LTDA
While reading a letter published by
the president of BuildClean®, I was
extremely surprised by the sentence,
“Worse yet, most of the granite imported into the USA comes from developing countries where laws and
regulations to protect the environment may be non existent or loosely
enforced.”
 The Environmental Crimes Law
Since the statement does not represent the truth or the reality about the
Brazilian granite industry, we would
like to share some very important
information on mining and quarry
regulation in our country.
citizen to propose a Class Action
against any person responsible for
the damaging act to the environment,
whether it be the government or a
private person, plus,
Brazil plays an important roll today in
natural stone market of the United
States. We are a consistent and
growing supplier to the US market.
We are a country of very modern and
strict laws in regards to the mining
and granite quarry extractions, always manageable.
The Federal Constitution of Brazil
has a specific, well-defined chapter
for this subject. The importance of
the environment is clearly a priority
given the number of mechanisms
which were created by our legal system in order to ensure its protection.
 The National Environment Policy
Law 6938 of August 31, 1981, consolidates the national policy.
 Brazil's National Environment
System, or SISNAMA, includes
CONAMA (the National Environment
Council), the highest ranking body
responsible for ruling, consulting and
taking decisions on environmental
issues
Quiz:
9.605/98, calls for criminal and administrative penalties in cases that
damage the environment.
 A specific Law-Decree for Mining
Activities (227/67).
 A very efficient law allows any
 An enormous number of resolutions and uniform decisions added as
regulations.
Another small but very effective
example of how Brazilian law covers real needs is contained in the
Brazilian Federal Constitution, article 225, §2º we have the written
requirements how the entrepreneur
will recover and reforest the environment where mineral resources
were quarried.
By law, granite mining activities in
Brazil are conducted with loving respect for our land, the richness of our
rivers, and the surrounding animal
habitat. The law demands that one
must first obtain legal authorization
from the National Department of Mineral Production before commencing
mineral survey and viability analysis.
Licenses are demanded in specific
stages: Previous License (LP), Installation License (LI) and Operation
License (LO). The Previous License
concerns the very basic concepts of
the project: location, environmental
viability and lays out the basic re-
For years the Brazilian granite industry has advanced social and
health conditions in conjunction
with our national government policy. We have held seminars,
courses and lectures covering topics from optimization of responsible
mining activities to block transportation, and from slab handling to
individual protection equipment
and much more.
Moisture Barrier
(answer on page 11)
August 2008
We have governmental agencies
supervising quarries for their entire
life-time, with accompanying administrative, civil and penal responsibilities, a set of surrounding laws
for the rightful consolidation of justice.
With an extensive list of requirements and procedures, Brazilian
laws focus first to assure that mining
activities will accomplish the social
purpose as defined by the Johannesburg 2002 Report of the World Summit on Sustainable Development,
which is, preserving the environment
and enhancing human dignity.
What will happen if you do not install a moisture barrier
between the sub-floor and the setting bed in a slab-on-grade
project?
4
quirements for the next licensing
phase. Once the initial project is
detailed and the proper environmental protection measures are
defined, we must pursue the Operation License in order to initiate
any construction or settling of
equipment. Finally, the Operation
License will allow us to initiate operations.
Our purpose is to end wrongful
ideas about our commitment to
sustainable development. We observe strong and modern national
laws. Thousands of families enjoy
a strong and modern granite mining industry as their honest livelihood. All levels of our industry
work effectively with maximum effort to please and provide remarkable products to the USA construction market.
POSTER SCAMS HIT FIRMS OF ALL SIZES AND
TYPES
Employers know that the law requires them to display the state
and federal labor law posters, but
many businesses have lost money
to poster scam artists.
Ashley Kaplan, compliance attorney for Poster Guard Compliance
Protection, explains how the con
works. “A scam artist visits a business posing as a government
agent, or mails an official-looking
solicitation to a business. Business
owners are led to believe that the
labor law posters they are displaying are not in compliance with the
current regulations and are then
strong-armed into paying excessive fees for outdated or unnecessary posters.”
Kaplan offers there tips for busi-
ness owners to know they are dealing
with a legitimate provider.
1. When choosing a provider, check
with the Better Business Bureau to
verify the seller’s quality and service standards.
2. Choose a provider that understands both state and federal laws,
employs labor law attorneys and
interpret regulatory changes and
guarantees unlimited protection
from fines.
3. Ask for written assurance that the
posters meet exact agency specifications for font, size, poster size,
color and layout.
4. Be suspicious of misleading poster
offers that appear to be from the
government.
5. If you are visited by someone
posing as a government agent,
ask to see credentials.
6. Be sure to report fraudulent
incidents to the state attorney
general.
To obtain posters or for more information about poster requirements
or other compliance assistance
matters, contact the U.S. Department of Labor by telephone at 1888-9-SBREFA [972-7332], by email at [email protected] .
Note: Several of these posters are
available at Costco Business Centers and at the Business Center on
costco.com
MIA GOING
PAPERLESS
The Marble Institute of America is
taking a major step this month to
make virtually all of its communications with members paperless.
Beginning with this issue, the
monthly MIA newsletter and inserts
will be sent electronically to all international members.
Domestic members have an option
to receive the Cutting Edge and its
inserts either electronically or by
mail. The either/or option begins
with the September edition.
“These are the first steps which we
eventually hope will lead to total
electronic distribution of the newsletter,” said Gary Distelhorst, executive vice president of MIA.
“Many associations are now communicating with their members in
this manner and it makes sense for
a lot of reasons for MIA to move in
that direction.”
Paid Advertisement
August 2008
5
CONTRACTOR PROFIT REPORT PREPARED FOR
FABRICATORS — WATCHING PROFITS SLIP AWAY
MIA members have made significant strides in recent years in
terms of management sophistication. Even so, profits continue to
lag. Despite the advances at the
top of the organization, decisions
continue to be made at the bottom
that systematically erode profits.
This article explores the issue of
how profits continue to slip away,
usually without even being noticed. It does so by looking at two
specific issues:
 Determining the Magnitude
of the Profit Reductions—Many
of the profit losses are unseen, so
it is only possible to develop an
appreciation for how profit is undermined. In doing so, the focus
will be on the sales force. The
reality is that most of the profit
challenges originate with pressures on the sales force.
 Eliminating Profit Erosion—
Realistically, the problem of profits
slipping away will never be entirely
resolved as there will continue to
be a massive number of activities
associated with each individual
job. However, both employee
education and better sales tracking can go a long way in reducing
the problem.
Determining
the Magnitude of the
Profit Reductions
There is no
line item on
the income
statement
that measures how
much profit
is lost due to
ineffective
decisions.
By their very
nature, the
6
losses are invisible, almost defying
management to do something about
them. Addressing the issue requires
that a more detailed analysis of profit
be generated within the firm.
Based upon the latest numbers available, the typical MIA contractor firm
has the following key operating characteristics:
Net Sales
Typical Job Size
$3,000,000
$5,000
Number of Jobs
600
typical contractor has both fixed
expenses and variable expenses.
Fixed expenses are overhead expenses that tend to be difficult to
shed as sales fall. Variable expenses, including things such as
commissions, interest, bank-card
charges and bad debts, are expenses that rise and fall with sales
volume. For analysis purposes,
variable expenses are assumed to
be 7.0% of sales.
The second column of numbers
looks at what happens when the
size of the typical job declines by
5.0%. This does not represent a
price reduction. Instead, it might
be a move to lower-quality materials or possibly a situation where all
of the potential add-ons to the project are not suggested.
The reality is that to generate
$3,000,000 in annual revenue, the firm
must complete a lot of jobs. Each job,
in and of itself, is relatively small.
However, small problems with each of
them can multiply into a crisis for the
entire firm.
Exhibit 1 looks at the nature of the unseen slippages by focusing on sales
force activity. The first column simply
presents the profit results for a typical
MIA member. The numbers reflect the
results identified above. On the
$3,000,000 in revenue the firm produced a gross margin of 38.0%. The
bottom line was 3.5%, or $105,000. It
is reasonable performance.
The impact on profitability of 5.0%
less revenue per job is often
grossly underestimated because
there is no way to measure how
much profit was lost job by job. It
is only after this occurs several
times that total firm profits are suddenly smaller. As can be seen in
the exhibit, though, the firm’s profit
has fallen to $58,500 or 2.1% of
sales. This is a reduction in dollar
profit of 44.3%.
Like every firm in every industry, the
Exhibit 1
The Impact on Profitability of a 5% Reduction in the Size of the Job and a 5% Price Cut
Job Size
Number of Jobs
Net Sales
Cost of Goods Sold
Gross Margin
Variable Expenses
Fixed Expenses
Total Expenses
Profit Before Taxes
Profit Margin
August 2008
Typical
Job
$5,000
600
5% Smaller
Job
$4,750
600
5% Price
Reduction
$4,750
600
Both at the
Same Time
$4,513
600
$3,000,000
1,860,000
1,140,000
210,000
825,000
1,035,000
$105,000
$2,850,000
1,767,000
1,083,000
199,500
825,000
1,024,500
$58,500
$2,850,000
1,860,000
990,000
199,500
825,000
1,024,500
-$34,500
$2,707,500
1,767,000
940,500
189,525
825,000
1,014,525
-$74,025
3.5%
2.1%
-1.2%
-2.7%
The third
column
examines
an even
more troublesome
scenario: a
5.0% price
reduction
on each
job. In this
situation,
the sales
decline is
identical to
the sales
reduction
associated
with doing
Continued on next page
CONTRACTOR PROFIT REPORT
FOR FABRICATORS continued from previous page
smaller jobs. After that, though, everything changes very quickly.
Since only the price is being reduced
and not the size of the job, the cost
of goods remains constant. As a
result, gross margin falls dramatically. This works its way to the bottom line in a very negative fashion.
The reasonably profitable operation
quickly becomes a losing operation.
In the case of the typical firm, the
loss is $34,500 or 1.2% of sales.
Both of these represent real-world
situations. With diligence, it is possible to pick up most of the major price
reductions. However, the vast majority of the minor ones slip by unnoticed. In contrast, the failure to generate as large a job as possible is
extremely difficult to control under
any circumstances.
The final column of numbers indicates what would happen if both a
reduction in the typical job size and a
price reduction occurred at the same
time. It should be almost self-evident
that two negative scenarios combine
to make a terrible one. With such a
combination in effect the firm faces a
massive profit challenge.
Eliminating Profit Erosion
It will never be possible to completely
capture all of the potential profit on
every job. There will always be too
many activities per job to monitor
each one closely. However, there
are two significant steps that management can take that should help
alleviate the problem.
 Profitability Education—The
vast majority of sales employees, as
well as much of the management
team, probably has a very poor understanding of how profitability is
generated (or undermined) in the
firm. For example, when asked
about the impact of a 5.0% reduction
in job size, most employees would
suggest that profit will fall 5.0% to
10.0% percent. There is no under-
standing of how traumatic this situation quickly becomes. No firm wants
to turn all of its employees into cost
accountants. However, a more thorough understanding of how seemingly
inconsequential actions dramatically
impact profits is essential to success.
 Better Monitoring Systems—
Traditional accounting systems do
little to help firms control the issues
identified in Exhibit 1. However, new
database programs do provide a relatively easy means to undertake such
an analysis. It is essential to begin to
track key profit drivers, such as the
average size of the job booked, by
sales person over time. Without
measurement, there is no basis for
improvement.
Moving Forward
Most firms routinely experience reductions in profitability without even being
aware of it. Such slippages are not
limited to the sales area. They occur
throughout the business. In order to
achieve truly high-profit performance,
the typical MIA member must begin to
educate its employees on the nature
of profit relationships. In addition, it
needs to implement a tight control
system that regularly tracks each of
the key profit drivers in the firm.
About the Author:
Dr. Albert D. Bates is founder and
president of Profit Planning Group, a
distribution research firm headquartered in Boulder, Colorado.
©2004 Profit Planning Group. MIA has
unlimited duplication rights for this manuscript. Further, members may duplicate
this report for their internal use in any way
desired. Duplication by any other organization in any manner is strictly prohibited.
NOTE: Wholesale slab distributors
are urged to participate in a new
benchmarking survey administered by
Profit Planning group. Contact MIA for
more information.
HOUSING
MARKET: SAME
REFRAIN
If the monthly Cutting Edge housing
column is beginning to sound like a
broken record, there’s a good reason. The words and lyrics are pretty
much the same – bad, and there’s
not much hope that the tune will
change anytime soon.
We could probably just get by with
the headlines, and you fill in the
blanks:
“Existing home sales skid in June.”
“Builder confidence declines in
July.”
“Single-family housing starts and
permits decline in June.”
“June construction slips one percent.”
“New home sales edge down in
June.”
“Fannie, Freddie rescue put at
$25B”
“Foreclosures filings more than doubled in second quarter.”
“Home prices fell in May.”
“No end in sight to three-year housing slump.”
About the only piece of good news
was the fact that residential building, including multi-family rose two
percent, largely because of three
projects in New York valued at $366
million and one in Salt Lake City
valued at $139 million. Combined,
they pushed the multi-family category up 11 percent. On the flip side,
single-family slipped an additional
one percent. All of this courtesy of
McGraw-Hill Construction.
Stay tuned.
August 2008
7
CAMERON’S RESTORATION TIP OF THE
QUARTER: LIPPAGE REMOVAL AND
OVERLAPPING…...Cameron DeMille, DeMille Marble & Granite
This is the first of an ongoing series
titled, "Restoration Tip of the Quarter.”
This article will cover a minor detail
that can potentially create a huge
problem; lippage removal and overlapping. Whether the job is big or
small, the last thing you want to do is
go backwards. Restoration and refinishing seems to be the fastest growing aspect of the stone industry
these days, and paying close attention to these issues will set your work
apart from the rest.
that are left. These will be the
darker, or shiny spots at the edges
of the tiles. Take care to make your
marks on the very edge of the tile
right against the grout joint, otherwise it won’t do you any good. Make
sure you use a color (red, white or
black) that contrasts the stone so it
will stand out through the water
when you are grinding. The water
will not wash away the markings, so
you grind until the markings are
gone. Now you know the tiles are
truly flush.
When you make your first cut on a
floor to remove lippage, most likely
you will not remove all the lippage on
the first shot. You will need to go
back over those areas to make sure
it gets nice and flat. With all the water and slurry on the floor, it is impossible to tell whether or not you've
completely eliminated all of the remaining "shiny spots." This is where
one of my favorite pieces of equipment comes in, the china marker.
Overlapping, as anyone associated
with restoration knows, is a critical
part of the process. Marking your
edges in between grits gives you a
clear cut path to follow when moving on to your next stage, ensuring
that you're overlapping the right
amount without any guess work.
Marking in the correct spot is just as
important as the grinding and honing itself. Rogue scratches on the
outside of the scratch pattern must
also be eliminated.
After you've made your first pass, the
floor should dry out fairly quick.
Make your way around the floor and
carefully mark all of the low spots
There you have it, the cheapest tool
in the tool box can make life easier.
This can also serve as a training
tool for the new tech on the crew.
Hope this helps and thanks for tuning in.
MIA
WORKING ON
INSURANCE
PROGRAM TO
COVER RADON
MIA’s insurance advisors are in the
process of negotiating a policy that
will be made available through the
Marble Institute of America for the
benefit of its member natural stone
companies. The carrier will be a
national player and coverage will
predominantly provide defense
reimbursement in the event that a
lawsuit is initiated that claims radon emissions from stone caused
damages.
The insurance industry previously
provided similar insurance coverage for other groundless class action claims which, despite the ultimate outcome of the case, may
cost substantial amounts of money
to defend. The cost of the insurance would not be outrageous, it is
anticipated that annual premiums
would range between $1500 $3000 per shop.
Watch for more details in the
weeks ahead.
8
August 2008
(e.g. member in good standing,
years in industry, etc - refer to
MIA/CEU program handbook).
MIA Expands CEU Program to
help Members Conduct Natural
Stone Presentations to the Design Community
Odds are you have been asked to
give (or have considered giving) a
presentation to architects, kitchen
& bath dealers, and others in the
design community. When you conduct an architect lunch-and-learn
or host an NKBA chapter event at
your facility, it is a great way to
provide much needed education
about natural stone and become a
stone “expert” in the eyes of the
design community.

Attends a train-the-trainer session.

Adhere to the program guidelines as outlined in the program
handbook.

Sign an annual commitment
form.

Pay a $250 annual program participant fee and individual session administrative fees (when
appropriate).
MIA will:

Maintain provider status with
AIA.

Conduct the train-the-trainer session for members.

Provide approved powerpoint
presentation for member to use.

Assist member with necessary
forms required for each presentation.

Submit forms to AIA and maintains all records based on guide-
lines.
There are slight variations for the
NKBA model, but the basic process
is the same. To learn more about this
program, members are encouraged
to:

Obtain a copy of the MIA/CEU
program handbook – go online
to: http://www.marbleinstitute.com/education

Attend the train-the-trainer session that will be conducted at
StonExpo.

Contact Jim Hieb at the MIA office if you have any questions.
Other Education News:
Registration is now open for the
“Making Money in a Tough Economy” Webinar Series (see schedule
below). This online series addresses
controlling costs, aggressive marketing efforts, and maximizing sales
efforts.
The StonExpo education program is
set and offers a wide array of seminar & workshop programs – see insert.
“ON-THE-ROAD” AGAIN WITH MIA
Countertop & Floor Repair
August 13-14, 2008 – San Leandro, CA
OSHA / Stone Shop Safety Seminar
One missing link is how to provide
continuing education units (CEU)
or learning units (LU) to those attending. The major associations
(AIA, ASID, NKBA, etc) that represent the design community all require their members to acquire a
number of continuing education
credits. In 2005, the MIA launched
a pilot program to provide CEU
credits to architects, and this program is being expanded beyond
the initial test group.
Using the architect model, here is
a quick summary of how the program works:
Member will:

Meet qualifying components
August 20, 2008 – San Diego, CA
Making Money in a Tough Economy
Webinar Series
(4 or 5 great programs for 1 low price)
Making Money in a Tough Market – September 10, 2008
Marketing - Yellow Pages and Online Search: Being in the Right
Place When Customers Look for a Stone Contractor
September 17, 2008
Insurance and Your Bottom Line-Insure or Not to Insure
September 24, 2008
Understanding Your Countertop Fabrication Costs
October 1, 2008
Growing Revenue — October 8, 2008
August 2008
9
JIM HOGAN ON DEALING WITH
THE RADON ISSUE….Continued from Page 1
DIRECT MAIL
AD PROGRAM
Sarah Selberg, BuildClean, Consentino/SileStone, and Cambria. Evidently the subject matter was beyond
her comprehension and she made
no effort to sort through the difference between fact and fiction. But
so it goes for the New York Times:
conclusions first, evidence and facts
later.
The Marble Institute is committed
to helping its members aggressively battle to win over every potential new customer. Our efforts
on the national level are unprecedented and now we’re bringing that
same support to the local level.
Next up: Harry Smith, a morning
show host who is so verbally incontinent that he seemed to have rendered even the charlatan Stanley
Leibert incoherent. Stanley was introduced as the resident radon and
granite oracle and then proceeded to
break every rule you remember from
eighth grade science, eventually confusing radon with radioactivity as if
they were declensions of the root
word radio.
And what a spectacle it was: Stanley
selling snake oil and Harry as his
carnival barker. Like many of you, I
am already on the jobsite or the plant
during broadcast of these morning
shows. So I had to watch this later
on the CBS website. As this segment was playing out on my computer screen I was unsure if I was on
the correct website. I thought perhaps I wandered on to National Enquirer.com (with apologies to the
National Enquirer). In any event,
10
August 2008
among Kate Murphy, Harry Smith
and Stanley Liebert it was a bad
week for honest reporting, sound
science, and facts. Caveat Emptor
is the watchword for the daily consumer of mainstream media.
So what is the MIA doing about all
this? First of all, we are fully engaged. Other newsletter articles will
enlighten you as to our actions.
Second, visit our website; we have
added a micro website on our
homepage that will allow you, with
one click of the mouse, to immediately access all information available regarding radon and granite
and the most current engagements
of the MIA on this subject. Third,
we are continuing to work with the
scientific community to establish
standards for testing and data interpretation that will allow all of us –
from quarrier, to fabricator, to distributor and eventually the consumer – to put the issue to rest by
confirming the safe use of granite in
the home.
Paid Advertisement
Jim
This issue of our newsletter contains information about a brand
new, member-only, direct mail
marketing program; the kind of
initiative fabricators have asked
MIA to undertake on their behalf.
In light of the recent attacks upon
the natural stone industry by engineered stone competitors, MIA
executive director Gary Distelhorst
says this type of aggressive, grass
roots marketing campaign can be
just the thing to win back business
for your company. “This program is
designed to help our members
capture their share of the billions of
dollars worth of remodeling and
new construction projects that will
be starting in the coming months,”
said Distelhorst.
Each participant will be able to
customize two full pages of an
oversized, glossy, four page color
mailer with their own photos, copy,
logo, and contact information. MIA
is providing layout, coordination
and mailing services at no additional charge. Participants can use
their own mailing lists or MIA members can purchase lists based on
the fabricators’ marketing specifications. For those participants who
are new to direct mail or who want
more detailed demographic analysis, MIA is offering access to exclusive research information to help
fabricators identify and locate their
best customers and prospects.
“Instead of flooding the market
hoping to find a few customers, we
can help you pinpoint your mailing
so it goes only to the people who
are most likely to do business with
your company,” said program coordinator Marty Gould.
Continued on next page
Stone Industry
Calendar
August 26-29, 2008—Cachoeiro 2008 Stone Fair, Cachoeiro de Itapemirim,
Espirito Santo - Brazil. +(55) 27 3337.6855, www.cachoeirostonefair.com.br
September 9-12, 2008—Remodeling Show 2008, Baltimore Convention
Center, Baltimore, MD, 800.681.6970, web: www.theremodelingshow.com ***
October 15-18, 2008—StonExpo 2008 & MIA Annual Convention, Mandalay Bay Convention Center, Las Vegas, NV. This is THE Stone Industry
Show, 972.536.6440, web: www.StonExpo.com ***
January 20-23, 2009—The International Builders Show, Las Vegas Convention Center, Las Vegas, NV. 800.368.5242; www.BuildersShow.com
February 2-5, 2009—Surfaces 2009, Sands Expo and Convention Center,
Las Vegas, NV Phone: 800.547.3477; Fax: 972.536.6401
www.SurfacesExpo.com. ***
February 10-13, 2009—Vitória Stone Fair, Pavilion of Carapina - Serra Espirito Santo - Brazil. +(55) 27 3337.6855; [email protected]
February 19-21, 2009—Surface Fabrication & Design Expo, Orange County
Convention Center, Orlando, FL. Phone: 800.827.8009, www.SFDExpo.com
April 21-24, 2009—Coverings, McCormick Place Convention Center, Chicago, IL. 866-285-3691, e-mail: [email protected] ***
April 30-May 2, 2009—American Institute of Architects Convention &
Expo, San Francisco, CA, 617.406.4000, e-mail: [email protected]
April 30-May 3, 2009—National Kitchen & Bath Association (KBIS), Georgia World Congress Center, Atlanta, GA. 800.843.6522; www.nkba.com ***
Here and There
On the occasion of the 20th Anniversary
of the Maryland Small Business Development Center, Janan Broadbent of
Stone Exotics, received one of five
Special Appreciation Awards. Stone
Exotics, located in Baltimore, was
founded in 2002 as an importer/fabricator/installer of natural
stone products for residential and commercial development. The award from
the MDSBDC was given to Dr. Broadbent to recognize her hard work and
commitment to developing her business
within Baltimore.
Dimensions of Marble (DoM), a nonprofit organization created by local leaders to honor the history and artistry of
the people who carved out an international market for the Vermont marble
industry, has announced a May 2008
launch for a series of educational, cultural and historic events designed to
reinforce civic pride throughout the
State and underscore the creative economy marble has long supported in Vermont. Projects already in development
include a cultural heritage DVD, an international symposium of sculptors that
involves a partnership with Sias International University in China and the launch
of The Vermont Marble Trail, complete
with web-based interactive educational
materials.
DIRECT MAIL
AD PROGRAM
Continued from previous page
Answer to Quiz:
Moisture may travel to the face of the stone from the
ground or structural slab, carrying salts with it and causing
the stone to darken. Salts in the cement in the structural
slab will percolate to the face of the stone pavers. The
floor may fail.
“I urge you to review this program and
incorporate it into your fourth quarter
marketing plans,” said Distelhorst. “It
will not only generate new business for
your company, it will send a message
across the country that natural stone
remains the most desired, reliable and
safe solid surface product on the market
today.”
Sign up by September 15 and save
$300 on your participation cost. Details
and enrollment forms can be found inside this month’s newsletter or online at
www.marble-institute.com.
August 2008
11
Welcome New MIA Members
CONTACT
Executive Vice President & CEO
Garis Distelhorst: [email protected]
Special Projects Director
Jim Hieb: [email protected]
Technical Director
Chuck Muehlbauer: [email protected]
Meetings, Events, & Awards Director
Helen Distelhorst: [email protected]
Membership Director
Cathy Mayer: [email protected]
Accreditation Program Manager
Garen Distelhorst:[email protected]
Office Administration
Marcie Becker: [email protected]
Membership Relations Manager
Jeff Handley: [email protected]
Industry Information & Research Manager
Mike Loflin: [email protected]
COMPANY
Nick Goumas
Austin Yavorsky
Dan Vieira
Ray St. Gelais
Claudio Sandrini
Zeynep Acar
Anthony Stock
Tom Breeding
Jay Rauton
Jason Galek
Rosalie Hershfield
Grant McGrenera
Brandon Fish
Joe Pieri
Donald Truetken
Kenny Laymons
Mark Heitman
Ravikumar Gaddam
Michelle Monaco
Price Wills
Mark Hari
Joe Blackmon
Maria Albuquerque
Richard Pease
Michele Bernardini
Mark Zografos
Attila Secchin
Greg Eshbach
Zachary Hallberg
Massimo Perinelli
Beatriz Olivera
Filippo Tedeschi
Giuseppe Telara
CITY/STATE/COUNTRY
Nik-A-De Granite
Dominion Granite & Marble
Diamant Venturi
TWD Surfaces
Pemagran-Pedras
IZFAS-Izmir Fair
Australian Stone Advisory Assn
Levantina USA (MD)
Melcer Tile Co., Inc.
SL Laser Systems L P
Waterworks
Levantina USA (IL)
Levantina USA (GA)
Levantina USA (LA)
Progressive Stone Specialists
Durcon Inc.
Durcon Inc. (MI)
Southern Rocks Pacific Ltd
Shell Fab & Design, Inc.
Montana Tile & Stone
Technical Cabinetry & Millwork
Myrtle Beach Granite & Marble
Canada Stone Inc.
Contempo Ceramic Tile
Pietra Fina
Italian Marble & Granite Inc.
Gramil - Granitos E Marmores
Malsnee Tile & Stone
TAB India Granites Pvt Ltd.
Tutto Marmo, Inc.
Mendoza Marble & Granite
La Ponte Marmi SRL
La Ponte Marmi
Wadsworth, OH
Ashburn, VA
Deerfield Beach, FL
Bridgewater, MA
BRAZIL
Izmir/TURKEY
AUSTRALIA
Jessup, MD
North Charleston, SC
Charlotte, NC
Danbury, CT
Bensenville, IL
Lawrenceville, GA
Folsom, LA
McCordsville, IN
Taylor, TX
Canton, MI
NEW ZEALAND
West Seneca, NY
Bozeman, MT
Cedar Knolls, NJ
Myrtle Beach, SC
BC/CANADA
Salt Lake City, UT
Hayward. CA
Clarence, NY
BRAZIL
Leesport, PA
INDIA
San Diego, CA
Wharton, NJ
ITALY
Freehold, NJ
Office Assistant
Megan Knight: [email protected]
NATURAL STONE FABRICATOR
CogswellStone-Palmyra, VA, Creative Countertops-Las Vegas, NV, Ferrazzoli
Imports of New England-Middletown, CT, Great Lakes Granite and MarbleRedford, MI, Innovative Surfaces, Inc.-Hastings, MN, Johnson Granite, Mt.
Airy, NC, Malisani, Inc.-Great Falls, MT, Marble Emporium-Northbrook, IL,
MARBLEX, Fairfax, VA, NBC Solid Surfaces-Springfield, VT, Premier
Surfaces-Alpharetta, GA, Radtke Tile and Marble-Carson City, NV, SolidtopsEaston, MD, Stone Interiors-Loxley, AL, Stone Interiors East-Gaston, SC,
Surface Products, Inc.-Cornelius, NC
COMMERCIAL B CONTRACTOR
Grazzini Brothers & Company-Eagan, MN
** = Newly Accredited
12
August 2008
New Economic Environment = New Business Strategies
Business Owners... Are You Ready?
Today’s ever-changing business environment demands that stone companies stay ahead of the
competition. The MIA will be introducing a new webinar series offering stone industry owners
and key executives the skills and strategies needed to be out in front regardless of the economic
conditions. Controlling costs, getting aggressive with marketing efforts, and maximizing sales
are all critical components that will be addressed in the upcoming webinars. Five new business
owner-oriented webinars (interactive, 60-minute seminars conducted online) will be offered
in part through the generous support of the Kohler Company.
“Business owners need to tackle the tough decisions in today’s economy. This program will
provide you a convenient and affordable way to access valuable professional development and
networking opportunities without taking time off from work or paying travel expenses!”
– MIA Vice President Guido Gliori, Grazzini Brothers & Company
Four Great Ways to Participate!
1
Just $49 per webinar
for MIA members.
Take advantage of the
Webinar Package for
JUST $199
(includes live events,
archive make-ups, & CD Box Set)
SAVE $175
September 10, 2008
Making Money
in a Tough Market
September 17, 2008
MARKETING Online Searches &
Yellow Pages Placement:
Being in the Right Place
When Customers Look
for a Stone Contractor
Live Webinar
$49/webinar for members
$69 for non-members
You can have an unlimited number of participants
from your company join you in your office or
conference room. Participants will have an
opportunity to ask the instructor questions through
the online webinar messaging system. The webinar
will be streamed so just turn up the speakers on
your computer. If you are concerned about your
busy schedule and the webinar times, we recommend that you take advantage of the 5 webinar
package offer which includes a CD Box Set of all
5 seminars.
Webinar
2 Archived
$49/webinar for members
$69 for non-members
The MIA Webinar Series:
• Addresses topics for business
owners given today’s economy
• Requires no travel
• Allows for five sessions at
ONE LOW COST
• Includes tips that can be
implemented immediately
All LIVE events will occur at:
3:30pm (ET) • 2:30pm (CT)
1:30pm (MT) • 12:30pm (PT)
Additional webinars may be
announced. Watch for additional
offerings on the MIA website.
This is the same class we conducted live. While
you won’t have the opportunity to ask questions, you'll see the same great presentation and
hear what questions were asked by the live audience. The archive webinar provides you and
your team with up-to-10 opportunities to watch the class online.
Box Set
3 CD
All 5 Webinars $129 for members • $169 for non-members
You’ll receive a CD Box Set with all five webinars (shipped following the conclusion of the
fifth webinar). The CD Box Set allows for unlimited views.
September 24, 2008
Live Events + Archive Make-ups + CD Box Set Package
4 Five
$199 for members (SAVE $175! Best Value!) • $249 for non-members
Insurance and
Your Bottom Line:
Insure or Not to Insure
You’ll be registered for each of the live webinars. If you can’t participate in the live webinar, you’ll
automatically receive an email with a link to participate in the archived event (similar to a
make-up class from your school days). AND you’ll receive a CD Box Set with all five webinars.
October 1, 2008
Understanding Your
Countertop
Fabrication Costs
October 8, 2008
Growing Revenue
Through Diversification
Register Online:
All registration is done online. Simply go to www.marble-institute.com.
Discounts are available if you purchase 2-4 webinars - go online for more information.
28901 Clemens Road • Suite 100 • Cleveland, OH 44145
Ph: 440.250.9222 • Fax: 440.250.9223
www.marble-institute.com
THE BEAUTY OF STONE
THE POWER OF TEAMWORK
MIA MEMBERS, BUILD YOUR BUSINESS AT
STONEXPO/MARMOMACC AMERICAS!
Meet and learn from the best at StonExpo/Marmomacc Americas—where fabricators, installers and
designers all come together to sharpen their skills. As a member of the MIA, receive additional discounts
on educational sessions, conference packages and MIA events when you register by September 25!
MIA EVENTS
Official Show Sponsors
American Monument Association
Building Stone Institute
Canadian Stone Association
Elberton Granite Association
National Building Granite Quarries Association
Northwest Granite Manufacturers Association
„„ Gala Reception
Thursday, October 16
5:30 pm - 6:30 pm
„„ Awards Luncheon
& Annual Meeting
Friday, October 17
12:00 pm - 2:00 pm
„„ President’s Reception
Friday, October 17
6:00 pm - 7:00 pm
Official Endorsers
CONFERENCE OCT 15-18, 2008 | EXPO OCT 16-18, 2008
MANDALAY BAY CONVENTION CENTER | LAS VEGAS, NV
Register Today at www.StonExpo.com
Help a Young Industry Colleague!
MIA created the MIA Natural Stone Scholarship
Fund to provide educational opportunities for
individuals relatively new to the natural stone
industry and interested in furthering their
careers within it. The scholarship will cover
travel and registration costs to StonExpo for the
person(s) selected.
Your Contribution is Needed
Your financial contribution to the MIA Natural
Stone Scholarship Fund will enable MIA to send
one or more individuals to StonExpo and the
MIA Annual Meeting, where they can glean
valuable technical and practical knowledge from
educational programs, meet and network with
leading stone professionals, and deepen their
commitment and potential for future leadership
within the natural stone industry.
The Scholarship Selection Process
Each year, interested fabricators, installers, and
administrative apprentices with fewer than five
years of experience in the stone industry will be
invited to submit an application for consideration.
Applicants will be reviewed by a committee of
the MIA Board of Directors, MIA staff, and
industry veterans. The number of scholarships
awarded annually will depend on the level of
industry support through contributions.
“Winning the MIA Scholarship broadened my perspective
and exposed me to new ideas and leaders within the
stone industry. The MIA is an invaluable resource and
this award has given me new goals to achieve within
the industry.”
Alberto Garcia, 2007 Recipient
Maintenance Machanic and Fabricator
Castle Rock Marble and Granite, Inc., Bronx, NY
Please Send Your Contribution Today!
I’d like to support the 2008 MIA Natural Stone Education Scholarship Fund Drive!
✔ Yes,
Enclosed is my credit card info or check made payable to: Marble Institute of America Scholarship Fund.
Complete Contact Information
Contact Name:___________________________________________________________________________________
Company Name: _________________________________________________________________________________
Address: ________________________________________________________________________________________
City: ________________________________________ State: ____________________ ZIP: ___________________
Phone: ______________________________________ FAX: _____________________________________________
E-mail: ________________________________________________________________________________________
Select Form of Payment ❑ Check (Payable to MIA) ❑ MasterCard ❑ VISA ❑ American Express
Credit Card No.: ___________________________________ Verification Code: ___________ Expiration:________
Signature:_______________________________________________________________ Date: __________________
If credit card billing address is different than address above please list info below:
Company Name: _________________________________________________________________________________
Address: ________________________________________________________________________________________
City: ________________________________________ State: ____________________ ZIP: ___________________
Send your tax-deductible contribution to:
Marble Institute of America
28901 Clemens Road • Suite 100 • Cleveland, OH USA 44145
Phone: 440.250.9222 • Fax: 440.250.9223
Your Shipping Connection
“AMJ Supply has been saving thousands
of dollars in shipping costs with the MIA
Discount Shipping Program through
PartnerShip. I ship to multiple stone
professionals every day from both my
Atlanta and Denver locations via FedEx
Ground®. The money I save on my
shipments pays for my MIA membership
many times over. I’d recommend the
services of PartnerShip to any MIA
member. Even if you ship only
occasionally, the MIA Discount
Shipping Program is free to
MIA members and is no hassle at all.”
– David Howard, President, AMJ Supply
Join the 600 MIA members who saved over $982,800 using the
endorsed MIA Discount Shipping Program, a member benefit provided
by PartnerShip and the Marble Institute of America.
31%*
20%
10%
Enroll online today at
PartnerShip.com/27MIA
For more information, call
PartnerShip at 800-599-2902.
or simply complete and fax back the enrollment
form (on reverse) to PartnerShip at 800-439-8913.
*Includes a bonus 5% online processing discount. Full details available at www.partnership.com/27mia/discounts.asp
For eligible FedEx services and rates, contact your association or PartnerShip. All FedEx shipments are subject to the applicable FedEx Service Guide. FedEx service marks used by permission.
PartnerShip LLC, an independent transportation broker, produced this flyer.
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