Post on 21-Mar-2018
transcript
Maynard Akkerman CEO/President Akkerman
04/22/15
Presentation Outline • Company Overview • Infrastructure Synopsis • Akkerman Equipment Systems • Marketing Plan Summary
– Target Audiences – Marketing Objectives & Goals
• Situation Analysis • Strategies & Tactics to Increase Market Share • Evaluation Metrics • Results To Date • Questions
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Company Overview • Akkerman, a recognized
worldwide competitor, manufacturers a full range of pipe jacking and tunneling equipment
• Sales and service offered domestically and internationally
• Founded in 1973 by D.H. Akkerman
• Privately held, family-owned and operated currently transitioning to its third generation
• Equipment is engineered and manufactured at its corporate headquarters in southern MN in a 65,000 sq. ft. facility
• Currently have 14 equipment representative agreements around the world
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Company Overview • Vision Statement: Goal driven
for customer success • Mission Statement: We develop,
manufacture, market and support quality equipment that accurately installs a variety of underground infrastructure
• Core Values: • We provide high quality
engineered products to our customers at competitive pricing
• We provide a safe and secure workplace for our employees
• We honor our warranty • We solicit input from our
employees, customers and suppliers
• We are committed to meet and exceed customer expectations with integrity, diligence and without compromise
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Infrastructure Synopsis
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Infrastructure Synopsis
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Infrastructure Synopsis
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Infrastructure Synopsis
Open Trench Pipe Installation Trenchless Installation
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Akkerman Equipment Systems
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Akkerman Equipment Systems Pipe Jacking & Tunneling Systems • First manufactured in 1973 • Installs 48”-168” OD pipe • Ideal in ground conditions where
personnel entry is permitted • TBMs have a rotating drum and
a cutter head appropriate for project soil conditions
• Excavator shields extract spoil with a digging type machine at the face of the bore
• Passive laser guided and manually controlled for accuracy
• Both systems use conveyors and haul units for soil removal 04/22/15 10
Akkerman Equipment Systems
Microtunneling Systems • First manufactured in 1995 • Installs pipe from 30”-94.5” OD • Typically used in ground
conditions below the water table; personnel entry prohibited
• Operated from a control console in a container alongside shaft (see photo)
• Minimizes ground surface settlement
• Active laser target system • Soil cuttings are mixed with slurry
and circulated to and from a separation plant in a closed circuit
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Akkerman Equipment Systems Guided Boring Machine (GBM) Systems • First manufactured in 2001 • Installs 4”-48” OD pipe with
grade and alignment precision • For use in various ground
conditions • Lots of versatility with many
ancillary tooling options to maximize the customer’s investment
• Active theodolite guidance system
• Soil cuttings are sent to the shaft for removal by way of augers
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Akkerman Equipment Systems Earth Pressure Balance Machine (EPBM) Systems • First manufactured in 2005 • Installs pipe from 102”+ OD • EPBMs monitor and maintain
earth pressures by balancing the machine advancement and excavation rates to minimize ground settlement
• Soil cuttings are mixed with foam slurry and removed through conveyors and a haul unit system
• Each EPBM system is custom configured for project specifications
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Marketing Plan Summary • Term Fiscal Year 2012 – 2015 (October 1 – September 30) • Focus on regions for domestic and international sales
emphasis in North America, Mexico, Columbia, Brazil, Australia and the United Kingdom
• Marketing Plan is based only on the GBM equipment line due to: – Versatile nature of equipment, conducive to multiple project
applications in a variety of geology – Minimizes social impacts in densely populated regions – GBM equipment purchase establishes brand trust and
creates a pathway for additional Akkerman equipment acquisitions
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Marketing Plan Summary: Target Audiences • Primary audience: Defined as a privately-held,
growth oriented contractor with long-time core staff, minimum of 2-3 million annual business turnover, previous pipe jacking experience and a high tolerance for risk
• Secondary audiences: municipalities, engineers and academia; need to educate about our equipment methods in order to create competitive bid opportunities in the market place
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Marketing Plan Summary: Marketing Objectives & Goals • To increase our market share • Establish, maintain and expand current relationships • Provide a directive for our sales and marketing
resources in conjunction with the strategic plan initiatives: – Define and pursue ideal geographic markets – Build and maintain customer relationships – Optimize pricing strategies
• Continuous education about trenchless pipe jacking methods
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Situation Analysis
Market Position • Akkerman is the market
leader for domestic GBM equipment and in 3rd place in the international market
Our Competitive Advantages • We are the only domestic
manufacturer of our variety of equipment
• Our equipment’s performance is superior due to separate torque and rotation capabilities
• We offer strong aftermarket support and can quickly expedite experienced field technicians and parts to all areas of geographical sales emphasis
• We offer a unique assortment of specialized tooling with our equipment packages
Competitor’s Overview • Main competition is owned
by large parent companies with vast resources whom offer appealing financing terms
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Situation Analysis
Strengths • Akkerman is a long-time
market leader and innovator with a well recognized name/brand/reputation for quality
• The GBM name is synonymous with the market nomenclature for the method
• We offer four diverse product lines to fit nearly all geological profiles
Weaknesses • Akkerman is a small
company with limited resources
• We are not always able to match our competitor’s terms and conditions
• Challenges associated with supporting four diverse product lines
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Situation Analysis
Opportunities • There should always be a
need for our equipment due to aging infrastructure, increased population growth and opportunities in un-and under-served markets
• Competitive opportunity amongst contractors due to tolerance specifications in bid packages
Threats • Many smaller international
manufacturers (4th position in market) are creating similar products very inexpensively
• Used equipment availability threatens new sale opportunities
• Market can be volatile based on government’s willingness/ability to invest in infrastructure
• Equipment system sales are based on project awards
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Strategies & Tactics to Increase Market Share • Strategic Initiative 1: Define and Pursue Geographical Markets
– Initiate Gold Key Service (completed in 2012) – Make site visits to representatives in defined regions of
sales emphasis and as often as possible in secondary representative regions
– Encourage representatives and their customers to visit Akkerman for plant tours and demonstration events
– Exhibit/present at premier tradeshows and in conjunction with representatives
– Offer representatives equipment on consignment – Annual representative evaluation
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Strategies & Tactics to Increase Market Share • Strategic Initiative 2: Build and Maintain Customer Relationships
– Internal customer information sharing through a CRM program – Develop comprehensive equipment presentations – Collaborate with customers to present case studies during educational sessions at
premier tradeshows – Author trade publication articles and newsletter project updates featuring customer
projects – Formal and informal surveying of customers for information on quality of products,
new product development and quality of customer service (in process) – Social media engagement with customers based on their projects, activities and
achievements – Invitations to open houses and demonstration days – Host educational webinars – Continuous website updates; drive traffic to site; rollout out a mobile responsive site
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Strategies & Tactics to Increase Market Share • Strategic Initiative 3: Optimize Pricing Strategy
– Define what the market will bear – Continuous review of competitor’s quotes – Offer flexible financial terms and conditions – Make apparent used equipment offerings – Establish a trade-in/buy back program (in
process) – Continuous reassessment
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Evaluation Metrics
• Qualitative and Quantitative Assessment through:
• Sales in all areas of all equipment categories; especially in areas of geographic sales emphasis
• Quote to sale conversions • Sales averages • Tradeshow exhibition and/or attendance • Web traffic • Customer and representative feedback • Customer satisfaction/experience surveying (in process) • Quarterly and year-end discussions, evaluation and
reassessment 04/22/15 23
Results To Date: All Sales
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Results To Date: Sales by Category
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Results To Date: Quote to Sale
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Results To Date: Average Sale
FY 10-11 FY 11-12 FY 12-13 FY 13-14 FY 14-15 YTD
Average Sale Amount
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Results To Date: Tradeshow Exhibition and Attendance
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Results To Date: Web Traffic
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• 50% increase in representative site visits and Akkerman plant tours
• An average of 30/per year formal and informal presentations to various constituencies
• Hosted Demonstration Days and 40th Anniversary Open House; well attended by customers and nearly half of equipment representatives
• Hosted equipment webinar series in 2013; well attended; good sample of audiences
• Active social media presence and engagement on Facebook, Twitter, YouTube and LinkedIn
Results To Date
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Maynard Akkerman (800) 533.0386 | makkerman@akkerman.com