Fall 07’ Fall 07’ Chair: Jennifer Omasta Chair: Jennifer Omasta Alternate Chair: Mahia Alternate Chair: Mahia Valle Valle Researcher: Jenna Hunt Researcher: Jenna Hunt Logo Design: Nick Degon Logo Design: Nick Degon Editor: Luke Ferreira Editor: Luke Ferreira Alternate Secretary: Alternate Secretary: Krystin Dragonetti Krystin Dragonetti Power-Point: John Power-Point: John Garrity Garrity SSPS Software: Jennifer SSPS Software: Jennifer Russo Russo Spring 08’ Spring 08’ Chair: Jennifer Omasta Chair: Jennifer Omasta Alternate Chair: Krystin Alternate Chair: Krystin Dragonetti Dragonetti Secretary: Eric Secretary: Eric Yoshikawa Yoshikawa Logo Design: Nick Degon Logo Design: Nick Degon Researcher: John Dillon Researcher: John Dillon and Joe Ferris and Joe Ferris Power-Point: Beth Ellis, Power-Point: Beth Ellis, Adam McClellan, and Adam McClellan, and Lindsy Girard Lindsy Girard Editor: Taylor Michaud Editor: Taylor Michaud Franklin Pierce University Franklin Pierce University Small Business Advisory Small Business Advisory Group Group New England Forest New England Forest Products Products
Transcript
Fall 07’Fall 07’Chair: Jennifer OmastaChair: Jennifer Omasta
Power-Point: John Garrity Power-Point: John Garrity SSPS Software: Jennifer RussoSSPS Software: Jennifer Russo
Secretary: Eric YoshikawaSecretary: Eric Yoshikawa
Spring 08’Spring 08’Chair: Jennifer OmastaChair: Jennifer Omasta
Alternate Chair: Krystin DragonettiAlternate Chair: Krystin DragonettiSecretary: Eric YoshikawaSecretary: Eric YoshikawaLogo Design: Nick Degon Logo Design: Nick Degon
Researcher: John Dillon and Joe Researcher: John Dillon and Joe FerrisFerris
Power-Point: Beth Ellis, Adam Power-Point: Beth Ellis, Adam McClellan, and Lindsy GirardMcClellan, and Lindsy Girard
Editor: Taylor MichaudEditor: Taylor MichaudAlternate Secretary: Jen GagneAlternate Secretary: Jen Gagne
Google Researcher: Chris LacailladeGoogle Researcher: Chris Lacaillade
Franklin Pierce UniversityFranklin Pierce UniversitySmall Business Advisory GroupSmall Business Advisory GroupNew England Forest ProductsNew England Forest Products
Description of the Business and Description of the Business and History History
New England Forest Products, located in Greenfield, NH, is a New England Forest Products, located in Greenfield, NH, is a sawmill that specializes in retail and wholesale hardwood sawmill that specializes in retail and wholesale hardwood products.products.
Owned by David and Deborah Buxton.Owned by David and Deborah Buxton.
David, a licensed professional forester, has been in the forest David, a licensed professional forester, has been in the forest management industry for over 26 years.management industry for over 26 years.
Established in 1993.Established in 1993.
Description of the Business and Description of the Business and History Cont.History Cont.
““In 1997, there was a setback. On July 3, a freak tornado In 1997, there was a setback. On July 3, a freak tornado whipped through the area-leaving the newly renovated mill a whipped through the area-leaving the newly renovated mill a pile of rubble. With help from many local people the mill was pile of rubble. With help from many local people the mill was up and running again within 6 weeks. This was no easy task up and running again within 6 weeks. This was no easy task and the fact that mill was up and running again in 6 weeks, and the fact that mill was up and running again in 6 weeks, employees never having lost a day of work, and all markets employees never having lost a day of work, and all markets intact was a testament to what it takes to survive and succeed- intact was a testament to what it takes to survive and succeed- commitment and community.”-NEFP websitecommitment and community.”-NEFP website
DescriptionDescription of the Business and of the Business and History Cont.History Cont.
NEFP works with several logging and trucking subcontractors. NEFP works with several logging and trucking subcontractors. It employs 13 on-site workers.It employs 13 on-site workers.
Employs 4-5 logging crews, over 50 independent loggers, Employs 4-5 logging crews, over 50 independent loggers, truckers, and many types of land owners throughout New truckers, and many types of land owners throughout New England.England.
NEFP buys more than 5 million feet of wood annually.NEFP buys more than 5 million feet of wood annually.
Wood types include: red oak, soft maple, white ash, and birch.Wood types include: red oak, soft maple, white ash, and birch.
Description of the Business and Description of the Business and History Cont.History Cont.
By-products from the mill are processed into bark mulch for By-products from the mill are processed into bark mulch for landscaping and sawdust, which is sold locally and made into landscaping and sawdust, which is sold locally and made into wood pellets.wood pellets.
Lumber is also available for retail sales.Lumber is also available for retail sales.
Local customers purchase lumber for anything from barns to Local customers purchase lumber for anything from barns to raised gardens and flower beds.raised gardens and flower beds.
The milled wood is often made into architectural mill-work –The milled wood is often made into architectural mill-work –flooring, stair treads, cabinets to name a few products.flooring, stair treads, cabinets to name a few products.
NEFP is in the process of opening a retail outlet.NEFP is in the process of opening a retail outlet.
Current Economic ConditionsCurrent Economic Conditions More difficult to buy logs.More difficult to buy logs.
More difficult to sell manufactured lumber.More difficult to sell manufactured lumber.
Increased foreign competition from China and South America.Increased foreign competition from China and South America.
China manufactures a lesser-quality lumber than native China manufactures a lesser-quality lumber than native species.species.
Drop in lumber prices due to depressed real estate market and Drop in lumber prices due to depressed real estate market and oversupply.oversupply.
Background and the IndustryBackground and the Industry Wood has been an important construction material since the Wood has been an important construction material since the
beginning of time.beginning of time.
Hardwood tends to come from broad leaved trees, produce a Hardwood tends to come from broad leaved trees, produce a fruit or nut, and can survive in the winter.fruit or nut, and can survive in the winter.
Hardwood is of higher density and hardness than softwood.Hardwood is of higher density and hardness than softwood.
Hardwoods are used to build furniture, cabinetry, flooring, Hardwoods are used to build furniture, cabinetry, flooring, utensils, etc.utensils, etc.
The hardwood industry in the northeast depends on private The hardwood industry in the northeast depends on private forest owners for their raw material supply. forest owners for their raw material supply.
FutureFuture GoalsGoals An expansion project to turn workers’ 50 hour weeks into 40 An expansion project to turn workers’ 50 hour weeks into 40
hour weeks without sacrificing production.hour weeks without sacrificing production.
New computer equipment/software to tally production levels.New computer equipment/software to tally production levels.
Minimize waste, be efficient, and Green Focus.Minimize waste, be efficient, and Green Focus.
Focus on developing local market.Focus on developing local market.
Focus on developing new retail outlet on site.Focus on developing new retail outlet on site.
Product:Product: The SBA Group prioritized on hard wood products The SBA Group prioritized on hard wood products for retail.for retail.
Promotion:Promotion: The SBA Group prioritized on website The SBA Group prioritized on website development and logo design. development and logo design.
Price:Price: The SBA Group thematically emphasized competitive The SBA Group thematically emphasized competitive pricing.pricing.
Place:Place: The SBA Group focused on developing a primary local The SBA Group focused on developing a primary local market in Southern NH, and a secondary international/global market in Southern NH, and a secondary international/global market.market.
Home-Page SuggestionsHome-Page Suggestions Re-construct the format of the homepage.Re-construct the format of the homepage.
Create each page with a link back to the homepage, to help Create each page with a link back to the homepage, to help simplify navigation.simplify navigation.
Create a short statement using Create a short statement using keywordskeywords to welcome and to welcome and inform potential customers about New England Forest inform potential customers about New England Forest Products.Products.
Less is more!!! Take away clutter and excess information on Less is more!!! Take away clutter and excess information on the homepage, and add links to important areas.the homepage, and add links to important areas.
Home-Page Suggestions Cont.Home-Page Suggestions Cont.Use a slogan for the homepageUse a slogan for the homepage
Delete existing opener- “Practicing the highest level of Delete existing opener- “Practicing the highest level of professional forestry”professional forestry”
Add a new slogan; Here are some possibilities:Add a new slogan; Here are some possibilities: NEFP, locally grown, nationally used.NEFP, locally grown, nationally used. Wood products from your own back yard. Wood products from your own back yard. New England Forest Products committed to providing the finest New England Forest Products committed to providing the finest
quality timber since 1993. quality timber since 1993. Imagine what our wood could become.Imagine what our wood could become. Professionalism with a touch of family.Professionalism with a touch of family. Family ran, community built.Family ran, community built. Branching out to you, for you.Branching out to you, for you.
Home-Page Suggestions Cont.Home-Page Suggestions Cont.Create a short statement, using keywords:Create a short statement, using keywords:
Google advertising has generated some keywords that people Google advertising has generated some keywords that people search for in relation to purchasing wholesale or retail forest search for in relation to purchasing wholesale or retail forest products. products.
To be an effective website, and also to boost popularity and To be an effective website, and also to boost popularity and search ratings, NEFP must create a short statement informing search ratings, NEFP must create a short statement informing the public about the company, using some of these keywords. the public about the company, using some of these keywords.
Google AdWordsGoogle AdWords You create your ads.You create your ads.
You create ads and choose keywords (words or phrases related to your You create ads and choose keywords (words or phrases related to your business). business). Get keyword ideasGet keyword ideas
Your ads appear on Google.Your ads appear on Google. When people search on Google using one of your keywords, your ad When people search on Google using one of your keywords, your ad
may appear next to the search results. Now you're advertising to an may appear next to the search results. Now you're advertising to an audience that's already interested in you. audience that's already interested in you.
You attract customers.You attract customers. People can simply click your ad to make a purchase or learn more People can simply click your ad to make a purchase or learn more
about you. You don't even need a webpage to get started - Google will about you. You don't even need a webpage to get started - Google will help you create one for free. It's that easy!help you create one for free. It's that easy!
Google AdSenseGoogle AdSense Maximize your site's revenue potential with contextually Maximize your site's revenue potential with contextually
targeted ads.targeted ads.
Customize ads to complement the look and feel of your site. Customize ads to complement the look and feel of your site.
Track the success of different formats and locations with Track the success of different formats and locations with online reports. online reports.
Getting PaidGetting Paid How do I get paid?How do I get paid?
You get paid whenever someone on your site clicks on one of the You get paid whenever someone on your site clicks on one of the AdSense ads. Advertisers can also bid to appear on your site on a CPM AdSense ads. Advertisers can also bid to appear on your site on a CPM (cost per thousand impressions) basis. Both CPC and CPM bids compete (cost per thousand impressions) basis. Both CPC and CPM bids compete in the in the AdWordsAdWords program to ensure that you optimize your ad revenue. program to ensure that you optimize your ad revenue.
Electronic Fund Transfer (EFT)Electronic Fund Transfer (EFT) Google has an EFT payment system available in a number of countries, Google has an EFT payment system available in a number of countries,
which will help get your AdSense earnings delivered directly to your which will help get your AdSense earnings delivered directly to your bank account every month without any additional effort.bank account every month without any additional effort.
How much do I get paid?How much do I get paid? How much you earn depends on a number of factors including how much How much you earn depends on a number of factors including how much
an advertiser bids on your site -- you'll receive a portion of what the an advertiser bids on your site -- you'll receive a portion of what the advertiser pays. The best way to find out how much you'll earn is to sign advertiser pays. The best way to find out how much you'll earn is to sign up and start showing ads on your web pages. up and start showing ads on your web pages.
Home-Page Home-Page Recommended TextRecommended Text
New England New England ForestForest ProductsProducts is a is a lumberlumber suppliersupplier seeking to seeking to meet your meet your forestforest productproduct needs. Whether it be a small or large needs. Whether it be a small or large project, our diverse project, our diverse wholesalewholesale and and retailretail selections of selections of hardwoodhardwood and and softwoodsoftwood allow us to do our job to ensure every allow us to do our job to ensure every customer leaves as a satisfied one. We specialize in customer leaves as a satisfied one. We specialize in kiln dried kiln dried woodwood and and hardwood lumber productshardwood lumber products. Our . Our millmill and and retailretail outlet is located on Route 31 in Greenfield, New Hampshire. outlet is located on Route 31 in Greenfield, New Hampshire.
Green-Green- Google Keywords Google KeywordsRed-Red- Deborah Buxton’s Keywords Deborah Buxton’s Keywords
Blue-Blue- Google & Deborah Buxton’s Keywords Google & Deborah Buxton’s Keywords
““About Us” LinkAbout Us” Link Rather than have a major link labeled “mission” on the Rather than have a major link labeled “mission” on the
homepage, an “About Us” link would be more strategic.homepage, an “About Us” link would be more strategic.
Should be more condensed.Should be more condensed.
Other Layout SuggestionsOther Layout Suggestions Should have links along the side of the page (or top or bottom) Should have links along the side of the page (or top or bottom)
to the following related areas: Mission, History, Meet The to the following related areas: Mission, History, Meet The Staff, Location/Directions, Careers, and In the News.Staff, Location/Directions, Careers, and In the News.
““About Us” Link About Us” Link Recommended Edited TextRecommended Edited Text
New England Forest Products is a retail and wholesale lumber producer. We are a New England Forest Products is a retail and wholesale lumber producer. We are a hardwood mill focusing on quality northern hardwoods, such as red oak, maple, white hardwood mill focusing on quality northern hardwoods, such as red oak, maple, white ash, and birch. Our customers purchase lumber for various projects, including raised ash, and birch. Our customers purchase lumber for various projects, including raised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns, garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns, custom flooring, stair treads, and cabinets. By-products from the mill are also processed custom flooring, stair treads, and cabinets. By-products from the mill are also processed into landscaping products, including mulch and sawdust, used for wood pellets. That we into landscaping products, including mulch and sawdust, used for wood pellets. That we are a green company that cares for the environment, and we apply sustainable practices are a green company that cares for the environment, and we apply sustainable practices ensures high quality products. ensures high quality products.
““We like to think of this company as one that is involved with the practice of forestry We like to think of this company as one that is involved with the practice of forestry involving many different aspects – from educating and working with landowners who involving many different aspects – from educating and working with landowners who share our mission of conscientious management of a sustainable and important resource, share our mission of conscientious management of a sustainable and important resource, to the manufacturing of a product actually made here in the United States.to the manufacturing of a product actually made here in the United States.There are many changes happening in the industry. More products are being There are many changes happening in the industry. More products are being manufactured outside of this country. The term ‘exotic woods’ sometimes translates to manufactured outside of this country. The term ‘exotic woods’ sometimes translates to endangered species and illegal logging. The products we manufacture here are being endangered species and illegal logging. The products we manufacture here are being produced as part of good forestry, and we are proud of that fact. By practicing good produced as part of good forestry, and we are proud of that fact. By practicing good forestry and good business, we are hopefully leaving a better world for the future!”-forestry and good business, we are hopefully leaving a better world for the future!”-NEFP WebsiteNEFP Website
““Mission” Link Mission” Link Recommended TextRecommended Text
NEFP needs a mission statementNEFP needs a mission statement None exists on the websiteNone exists on the website
An example of a possible mission statementAn example of a possible mission statement Our mission at New England Forest Products is to provide our Our mission at New England Forest Products is to provide our
customers with the highest quality wood products, at a competitive customers with the highest quality wood products, at a competitive price, using environmentally friendly practices.price, using environmentally friendly practices.
““History” Link History” Link Recommended Edited TextRecommended Edited Text
New England Forest Products was established in 1993. The mill was formerly the site known New England Forest Products was established in 1993. The mill was formerly the site known as M.E. Smith’s mill. Dave Buxton, owner of the mill, is a licensed professional Forester as M.E. Smith’s mill. Dave Buxton, owner of the mill, is a licensed professional Forester (LPF#180) for the State of New Hampshire. After graduating from the University of New (LPF#180) for the State of New Hampshire. After graduating from the University of New Hampshire with a degree in forestry, Buxton worked as county forester for Hillsborough and Hampshire with a degree in forestry, Buxton worked as county forester for Hillsborough and Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for the University of New Hampshire. He left the University system and began to work in the the University of New Hampshire. He left the University system and began to work in the private sector. private sector.
In 1993, he purchased the current business site located on Route 31. Over the years, he had In 1993, he purchased the current business site located on Route 31. Over the years, he had established relationships with landowners interested in good forest management, as well as established relationships with landowners interested in good forest management, as well as local loggers. These relationships are an integral part of the success of New England Forest local loggers. These relationships are an integral part of the success of New England Forest Products. Dave expanded the business - upgrading the equipment to increase efficiency and Products. Dave expanded the business - upgrading the equipment to increase efficiency and productivity of the mill. productivity of the mill.
In 1997, the was a setback. On July 3, a freak tornado whipped through the area – leaving the In 1997, the was a setback. On July 3, a freak tornado whipped through the area – leaving the newly renovated mill a pile of rubble. With the help of NEFP’s neighbor across the street, newly renovated mill a pile of rubble. With the help of NEFP’s neighbor across the street, American Steel; a local builder, Norm Shephard, as well as many friends, the mill was up and American Steel; a local builder, Norm Shephard, as well as many friends, the mill was up and running again within 6 weeks. This was no easy task and the fact that the mill running again within 6 weeks. This was no easy task and the fact that the mill waswas up and up and running again in six weeks – employees never having lost a day of work, and all markets intact running again in six weeks – employees never having lost a day of work, and all markets intact – was a testament to what it takes to survive and succeed – commitment and community!!– was a testament to what it takes to survive and succeed – commitment and community!!
““Meet the Staff” Link Meet the Staff” Link SuggestionsSuggestions
Since it is a small family ran company, people would like a Since it is a small family ran company, people would like a meet the staff section.meet the staff section.
The SBA Group believes it will benefit the company as it will The SBA Group believes it will benefit the company as it will show the consumer that they care about family values and show the consumer that they care about family values and employees.employees.
““Directions” Link Directions” Link SuggestionsSuggestions
Located on Route 31 (also known as Sawmill Road) in Located on Route 31 (also known as Sawmill Road) in Greenfield, N.H.Greenfield, N.H.
Give directions to the mill from major cities/towns throughout Give directions to the mill from major cities/towns throughout Mass and NH.Mass and NH.
Include a mapInclude a map
““Careers” Link SuggestionsCareers” Link Suggestions We recommend that the About Us page should include a direct We recommend that the About Us page should include a direct
link to career opportunities at the mill.link to career opportunities at the mill.
We recommend that the About Us page include the In the We recommend that the About Us page include the In the News section and Testimonials of buyers, suppliers, and other News section and Testimonials of buyers, suppliers, and other stakeholdersstakeholders.
““In the News and Testimonials” In the News and Testimonials” Link SuggestionsLink Suggestions
Other Website SuggestionsOther Website Suggestions
NEFP needs pictures of the finished products prices below it. NEFP needs pictures of the finished products prices below it.
Show average comparative prices to prove that NEFP prices Show average comparative prices to prove that NEFP prices are lower, amplify this to gain a competitive advantage. are lower, amplify this to gain a competitive advantage.
Rules for obtaining the highest Rules for obtaining the highest “quality website” in the “quality website” in the
perception of Googleperception of Google Minimize the number of links on homepage.Minimize the number of links on homepage.
Use routing links to navigate between homepage and minor Use routing links to navigate between homepage and minor pages.pages.
Maximize the number of unique pages within the website.Maximize the number of unique pages within the website.
Link every minor and routing page back to the homepage. Link every minor and routing page back to the homepage.
Create Wikipedia AccountCreate Wikipedia Account This is a perceived as an impartial overview of a specific topic. This is a perceived as an impartial overview of a specific topic.
This allows you to show yourself in a positive light to the public This allows you to show yourself in a positive light to the public in a very simple format. in a very simple format. All Wikipedia pages follow the same basic outline and characteristics. All Wikipedia pages follow the same basic outline and characteristics.
The most important aspect is that the entry is written in an The most important aspect is that the entry is written in an impartial third person perspective with little to no opinions impartial third person perspective with little to no opinions placed in the entry. placed in the entry.
Monitor regularly for needed changesMonitor regularly for needed changes
You TubeYou Tube Create videosCreate videos
Edit videosEdit videos
Place videosPlace videos
Monitor You Tube forums relevant to NEFPMonitor You Tube forums relevant to NEFP
Add up-date videos as new staff happensAdd up-date videos as new staff happens
New England Forest ProductsNew England Forest ProductsLogo Designs Logo Designs
