1. Cold Patching Product Manager
Crafco HP Cold Patch
Presented by:
Jim Slatten
Cold Patching Product Manager
welcome everyone to my presentation on Crafco HP Cold Patch products

2. Introduction Jim Slatten
Product Manager for the HP Asphalt Cold Patch and the HP Concrete Cold Patch
Area of responsibility - US & Canada
20 years of experience in cold patch products and packaging
Review a little early history with Crafco and my 20 years of experience with Lafarge and Oldcastle

3. Objectives of this Meeting
Explain Crafco’s GOALS
Updates on the Crafco HP Products
Exploring NEW Outlets & Markets
State all three topics with comments like this is a Crafco Goal
Explain that with the Crafco goal is reach that helps them with their personal Crafco Goals
Review the HP products that will be discuss
Be excited about introducing new outlets & Markets This truly will be saving the best for the last, for this presentation

4. The Sales Team Goal
Increase annual sales of cold patch products (HP Asphalt & Concrete) 200% in three years.
Expand into new areas with these products.
Expand our Customer Base.
Expand our Resellers for this product line.
Current Distribution.
NEW Distribution.
Remind them that this is a Sales Team Goal
Explain how we can do this together with results will lead into a expanded customer base that grows our sales
The same approach will also help expand into our resellers, current distribution and even new distribution
Stating again that this will only work if we work together!!!!
Let’s make this a personal goal as well as a company goal!!!

5. MARKETING EVOLUTION AND COMPETITIVE ENVIRONMENT
The FHWA in 1999 and 2001 had the only published information about potholes on US roadways at any given time and that number was then 500,000,000 potholes.
They also stated that at that time agencies spend upwards of $800 million-1 billion dollars per year fixing potholes.
WOW do you know how big this market is????
Expand the size from the FHWA point of view
Now Expand again on how big this market could be by just adding additional customer like Utilities, Gas, light water etc.

6. Competition
The cold patch market is large and diverse with many products, brands, bulk and packages.
The current market for bagged cold patch is estimated to be over 18 million bags annually.
Estimated Cold Patch Bags by Brand:
QPR = 3,000,000
Quikrete = 3,000,000
UPM = 3,000,000
Perma-Patch = 2,000,000
E-Z Street = 2,000,000
Sakrete = 1,500,000
All Others = > 3,500,000
The current wholesale market price for high performance bags is $7.10 per bag making this market $125 to $130 Million.
Review the competition in just bag sales Yes this market is larger that the 18 million bags and growing everyday
Crafco’s market only 290,000 bags in 2016
We will have no problem growing this market and meeting our sales team goals
By adding two truck loads a year per sales person we will exceed over 1,000,000 bags the first full calendar year

7. The Sales Team Goal Lets do it in TWO years!
!Now! that you see the SIZE of this market…
You should know that our current sales are less than 1% of the national market for cold patch.
Increasing the annual sales of cold patch products (HP Asphalt & Concrete) by 200% in three years… is too small of a goal.
After reviewing how large this market could be for CRAFCO
Knowing our current markets and with the addition of new market
4 TL for each person.  Any combination of Asphalt & Concrete HP to make the 4 t/ls 72 pallets for each person each.  Remember that is growth. 
So the guy that are already selling some need to grow this much
NO REASON to not make this goal in two years.
Lets do it in TWO years!

8. The Crafco HP Cold Patch Products
34977 HP Asphalt Cold Patch
34969 HP Concrete Patch
34966 HP Dark Concrete Patch
Still Experimental
Explaining how this presentation will go into more detail on each product

9. What Is Cold Patch?
It is a plant-produced cold mix which is a blend of quality construction aggregate and liquid cutback asphalt cement that is used for patching both asphalt and concrete pavements.
Cold patch, also known as cold mix, was first recognized as a way to make road repairs quickly because it can be applied right from the container without heating.
Go into some of the history of cold patch
explain in more detail on plant produced cold patch
Explain why they call it cold mix

10. Why Cold Patch?
Cold Mix does not require any special heavy rolling machines or special applicators as it can be shoveled or poured into a pothole or utility cut and tamped down with a hand tool.
It can be used for emergency repairs or for temporary repairs.
Opens to traffic immediately.
Convenient and easy!!!
Explain the features and benefits
Easy to use
Ready available any time day or night
Open to Traffic immediately

11. What is High Performance Cold Patch???
Crafco Uses a Propriety Asphalt Binder for their High Performance Asphalt Cold Patch.
They produce the HP Asphalts ONLY in Hot-Mix Asphalt Plants. Not in “pug mills”.
When produced in “pug mills” it is called an “Ambient Mix” and results in a poor bond between the asphalt blend and the stone.
Ultimately what this means is that the material could fail when you need it to perform the most.
You can make material less costly this way, but not better. Crafco HP meets or exceeds DOT’s specifications.
At Crafco, Quality is more important than Price. 
From our Customer’s point of view:
Perceived Value = Cost = Expected Performance =
Manpower needed to make Repairs
Explain Test show poorer performance associated with inexpensive cold mixes / temporary repair will result in greater overall costs
Customers Precede to believe a higher cost a better value

12. 34977 Crafco HP Asphalt Cold Patch
A high performance cold patch typically contains about 5% oil and 95% aggregate.
The oil is a blend of Asphalt and special additives.
The workability is controlled by the amount of “cutter stock” used in the oil.
Uses an asphalt cutback with special anti-stripping agents.
Uses a 5/16” clean, fractured aggregate.
Available in 50 lb. easy open plastic bags.
Explain the specification that go into the bag of Crafco HP cold patch
Explain the proprietary blinder that Crafco uses for their HP asphalt

13. HP Asphalt Cold Patch Value
Works in all weather conditions
Quick installation that minimizes delay to motoring public
No tackcoat is needed
No mixing required
Bags are easy to use and will eliminate the need for special equipment
Less waste than bulk product (Ground lost from stockpiles)
Multiple vehicles can carry bags which will increase the production of the patching operation
Cost-effective solution that allows “In-house” staff to perform patching
Approved and used nationwide
Explain the many cold patch values

14. Target Markets Many Others!
Governmental Agencies – Townships, Cities, Counties, DOTs, etc.
Airports (Non-Runway areas such as taxiways, parking lots, etc.)
School Districts
Property Managers/Property Maintenance Companies
Tribal Communities
Military Bases
Contractors – Landscapers, Snow Removal, Seal coaters, etc.
Tollways, Parking Facilities, Recreation Departments
Utility Departments
Many Others!
Explain how each market needs to be contacted and why
Explain how the utility markets gas, light, water and cable use more than any other markets and why
Fine new markets Golf courses, playgrounds, large sporting facilities, zoos, theme parks,
Can you call on a major wholesaler, local or national account? Yes your can!!!!

15. Product Demonstrations
If they are a potential user, determine their needs and don’t be discouraged if they buy bulk material. Often times bagged product compliments their patching operations.
By utilizing minimal equipment and multiplying their patching crews, they can patch more holes and realistically get to them before they become so large that they require their own zip code!
Explain that this is a great slide for planning any type of demos
Explain how this works well for HP asphalt and concrete demos
Explain the three steps

16. Easy Installation Steps
Clean debris from the area to be patched by sweeping or blowing it out.
(REMEMBER, the product will adhere to the first thing it comes in contact with).
Pour HP Asphalt Cold Patch into the hole.
Level the patch, distributing the material so it is slightly higher to allow for compaction.
Compact it by hand tamping, driving over it or other mechanical means.
Open to traffic.
6. DONE!!
Explain and review the 5 steps of pothole patching
Do Not skip any steps for a successful demo

17. 34969 Crafco HP Concrete Cold Patch
HP Concrete Patch Composition
A thermo-elastic polymer resin binder
Specially selected aggregates
HP Concrete Patch is unique
Gray in colored
Cold applied
Single component
Concrete patching material
Crafco HP Concrete Patch is a unique, gray colored, cold applied, single component patching material used for repairing potholes, spalls, cracks and other confined voids and distresses over 1 inch wide and greater than ½ inch deep, in portland cement concrete pavement, slab and deck surfaces. It can be used to repair roads, highways, streets, airport pavements, parking lots, bridge and parking decks, sidewalks, walkways and floors.

18. HP Concrete Patch Attributes
Gray color is aesthetically pleasing in concrete pavements
Aggregate graded to improve performance
Can be applied in all weather conditions
Load bearing
Long lasting flexibility
Simple and fast installation
No special equipment
Ready to use
No cure time required
Highly adhesive
No mixing/no waste
One man operation
Economical
HP Concrete Patch is composed of a specially designed thermoplastic binder and a unique aggregate composition that produces an easy to use durable patching material that is a gray color like portland cement concrete
HP Concrete Patch is the easiest to use and has the fastest installation of all types of concrete patching materials. To use, HP Concrete Cold Patch is simply removed from the bag, placed into the prepared area to be patched, leveled and then compacted. Because there is no need to heat or mix material, repairs can be completed within just a few minutes. The installation can be done with as few as 1 or 2 workers and does not require special equipment.

19. HP Concrete Features & Benefits
FEATURE: Gray color
BENEFIT: Aesthetically pleasing in pavements
FEATURE: Aggregate graded to improve performance
BENEFIT: Load bearing
HP Concrete Patch an be applied any time during the year and used in most weather conditions. It will adhere in cold and damp conditions unlike many other products.
The gray color of HP Concrete is much more aesthetically pleasing than the black of an asphalt repair.
This product makes repairs simple and installation is quick. No additional curing time is needed.

20. HP Concrete Features & Benefits
FEATURE: Can be applied in all weather conditions
BENEFIT: Adheres even in cold, damp climates
FEATURE: No cure time required
BENEFIT: Ready for traffic immediately after compaction
HP Concrete Patch can be used in many pavement distresses, including asphalt surfaces. Opportunities are there for HP Concrete even in places that you might not normally think of. Think “outside the box” for HP Concrete solutions!

21. Target Markets Counties State DOT’s Bridge Maintenance
Highway Maintenance
Independent Highway Organizations
Parkways, Thruways, Turnpikes Interstates, and Toll roads
Counties
Cities and Towns
Airports
Utility Companies
Paving and Pavement Maintenance Contractors
Property management companies
Military Bases
Let’s first look at some target markets for HP Concrete Patch. In some regions, most bridges are constructed out of concrete, so the state departments of transportation (DOTs) are a great avenue to sell HP Concrete Patch. State agencies are good sales candidates when they also manage highway maintenance.
Counties, cities and towns may be smaller but they still have problem areas that are prime candidates for patching.
Airports always have concrete – aprons, parking lots and runways, which need repairs as the concrete surfaces age.
Utility companies are great because they are always out re-patching and doing emergency repairs. The same is true with pavement maintenance contractors.
Military bases will have concrete surfaces as well, which require the same type of maintenance.

22. 34699 Crafco HP Dark Concrete
HP Dark Concrete material is experimental today!!!
It is just like our HP Concrete in performance and price.
Color is more like Salt and Pepper.
This new material has the appearance of an aged concrete surface.
Explain that the many features and benefits on our standard HP concrete apply to our HP Dark concrete patch
Explain the color is more like a salt and pepper appearance
Today we are in the final stages of our testing therefore we must consider this to be a experimental product
We are open to passing around sample bags to test in your area

23. CAN YOU CALL ON ALL THE POTENTIAL CUSTOMERS?
To be successful with the growth of these products we need to find more resellers.
What can THEY do for YOU?
More salespeople for wholesale and retail
More inventory locations
Increase customer convenience
Explain how the additional sales personal will add to your overall sales
This additional sales group will add to your inventory reducing transportation cost
This add to increases in your customer service

24. Finding New Outlets Building Materials Wholesalers Catalogs Retail
Building Material wholesalers are the supply hub to local and regional retailers. They have relationships with hundreds of retail outlets that rely on them for many of the building material products that they carry in there stores and many of the product that they only sell as special order. If you can get in with a Wholesaler you are reach hundred potential customers.
Catalog companies. Companies like Granger sell to agencies and businesses around the world. Opening up these door is a great opportunities to reach a broad audience.
Other Retailer, let Fastenal, have sales people calling on business locally in most markets. Finding them and building a relationship with them to support there efforts to market Crafco products multiplies your sales efforts.
This is where the team comes together. Now is the time for branching out to those new markets. Let’s look at the largest market to call on like your local Building Materials Wholesalers. They have regional areas and in some cases combine two or three state locations find that store manager that needs our cold patch products and solicit our HP asphalt and concrete products. They will help you locate their buyer for their department
Also reaching out to the local stores of the national chains increases the opportunity to become a national brand with those chains Your contact information forward back to Crafco could lead to our national program
This is true with many of our retailers as well
Retail

25. North American Building Material Distribution Association
Website address:
Lists all the Wholesalers in the US and Canada.
These people service many of the local hardware stores.
This is the opportunity to build our brand of HP cold patch products and to build a brand with to their accounts that they service nationally. Go on line and find the Wholesalers in your area and follow up on a sales call to their locations. Make that local contact and again find their HQ purchase department that will help us supply our Crafco and HP cold patch on a national level.

26. The Major Catalog Groups
Just a few of the many catalog groups that you need to follow up on a sales call to their local store for a contact to their national HQ so Crafco Corp may make that call to set up that national account

27. Retailers
Just a few of the many retailers that you need to follow up on a sales call to their local store for a contact to their HQ so Crafco Corp may set up that national account

28. Direct Sales? Wholesalers?
Review
What is the GOAL?
Direct Sales? Wholesalers?
What is YOUR plan to build sales?
Review the Goal of Increase annual sales of cold patch products (HP Asphalt & Concrete) 200% in two years
Review the plan on revisiting with current customers, distributors, to set goals and show how we will help them achieve that goal on with their HP Asphalt and Concrete sales
Review the plan on making local calls on local wholesalers, National brands local stores and providing a contact for Crafco to become a national brands with those stores.

29. HANDS ON DEMOS We will see our product and the competition's products.
We will go over how to do a demo.
It is your responsibility to observe, touch, feel, ask questions and participate.
Close with an update on the pothole session set up for Wednesday 9/21 from 1:30-4PM
Location to be ?
Explain that this is a hands on with everyone and you will have a opportunity to have a hands training of all of your HP cold patch products
A session on our competition products that will be demonstrated as well
Do not miss this outside event!!!!!!

30. Questions?