Guess what Lots of consumers are spending many dollars remodeling their existing bathrooms Lots of other consumers are spending cubic dollars building new luxury homes with bathrooms that rival the facilities at big time day spa facilities- Jack SweetApril 1 2007 Reeves Journal

Warm things in the bathroom are very popular Whether itrsquos an electric floor warming system tubs with similar systems built in or even a good old towel warmer people are going for warmth at every opportunity- Jack SweetApril 1 2007 Reeves Journal

More than 50 of occupants in US homes are unhappy with their thermal comfort systems Consumers had three major complaints indoor air qualityparticles in the air uneven temperatures and high utility costs- Supply House TimesFebruary 2 2007

Consumers want towel warmers and warm floors in the new American home- Supply House TimesFebruary 2 2007

One of the primary

drivers contributing to radiant heat market gains is

the simple fact that radiant heat is more comfortable than forced air heat

Radiant heating systems provide heat in an ideal ldquotemperature curverdquo that results in temperatures that are more in tune with the human body

- M Scott GreggJanuary 1 2007

Towel Warmer Stock Types Offered Sales Channel

Brand of Styles

of Sizes

of Finishes $ Range Hydronic

ElectricHard Wired Soft Wired

TypeWall Mount

Free standingCustom Sell Direct Outlet

wwwwarmrailscom18 18 4 up to $500 No Hard amp Soft Wall amp Free No No Yes

wesaunardcom8 122 6 up to

$10000 Yes Hard amp Soft Wall amp Free Yes No Yes

wwwmrsteamcom11 11 10 up to

$4000 Yes Hard amp Soft Wall amp Free No No Yes

wwwmysoninccom8 74 7 up to

$6000 Yes Hard amp Soft Wall amp Free YesYes

Blemished ONLY

Yes

Jeeves 8 8 up to $1000 No Hard Wall No No Yes

wwwzehnderamericacom3 14 8 up to

$3000 No Hard amp Soft Wall No Yes Yes

wwwruntalnorthamericacom7 18 111 Yes Hard Wall No No Yes

wwwwarmlyyourscom3 3 up to

$1000 No Hard Wall No Yes Yes

wwwlazzariniradiatoriit20 Alot 161 Yes Hard amp Soft Wall No No Yes

Competitor Analysis

Towel Warmer Stock Types Offered Sales Channel

Brand of Styles

of Sizes

of Finishes $ Range Hydronic

ElectricHard Wired Soft Wired

TypeWall Mount

Free standingCustom Sell Direct Outlet

wwwwarmrailscom18 18 4 up to $500 No Hard amp Soft Wall amp Free No No Yes

wesaunardcom8 122 6 up to

$10000 Yes Hard amp Soft Wall amp Free Yes No Yes

wwwmrsteamcom11 11 10 up to

$4000 Yes Hard amp Soft Wall amp Free No No Yes

wwwmysoninccom8 74 7 up to

$6000 Yes Hard amp Soft Wall amp Free YesYes

Blemished ONLY

Yes

Jeeves 8 8 up to $1000 No Hard Wall No No Yes

wwwzehnderamericacom3 14 8 up to

$3000 No Hard amp Soft Wall No Yes Yes

wwwruntalnorthamericacom7 18 111 Yes Hard Wall No No Yes

wwwwarmlyyourscom3 3 up to

$1000 No Hard Wall No Yes Yes

wwwlazzariniradiatoriit20 Alot 161 Yes Hard amp Soft Wall No No Yes

Competitor Analysis

Website AnalysisTop Websites Brands Carried

wwwdesignerplumbingcom

Mr SteamJomarJeeves

MysonThermastone

wwwsignaturehardwarecomPrivate Label

wwwsitincomfortcomPrivate Label

wwwthehardwarehutcom

MysonMr SteamWarmrails

Wesaunard

wwwfixtureuniversecom

JeevesWarmrails

MysonMr Steam

wwwcomfortchannelcom

WesaunardMr Steam

Warmly Yours

JeevesWarmrails

wwwamazoncomWarmrails

wwwtotalhomecomfortscomWesaunardMr Steam

Myson

JeevesWarmrails

Top Websites Brands Carried

wwwplumbingsupplycom

Myson

wwwqualitybathcom

JeevesMr Steam

Artos

wwwatrendyhomecom

Warmrails

wwwstacksandstackscom

Private Label

wwwabsolutehomecomMr Steam

wwwbathroomluxuriescom

JomarMyson

WesaunardWarmrails

ZehnderAMBA

wwwplumbingworldcom

MysonWesaunard

Zehnder

MarketsType DiY New Construction

ResidentialNew Construction

Commercial Remodel

Electric Soft Wired X X

Electric Hard Wired X X X

Hydronic X X X

The heating system types are electric and hydronic Which you choose often depends upon where you will install the towel warmer and how you currently heat your home

The electric models are often the right choice for remodelling situations or where the entire space relies on electric heat Installation can be very easy Hydronic (hot water) models are a great heat source They are usually installed in new construction and remodeling projects Some contractors use two gallon electric water heater others connect using the hot water boiler steam boiler (using condensate) connection dedicated hot water heater circulation loop or the radiant heat system A contractor should be consulted for installation of either type

Remodel

Do it yourselfCommercial

REsidential

Trade Publications - Towel Warmers

Radiant amp HydronicsACHR News

Plumbing amp MechanicalSupply House Times

The WholesalerPlumbing Engineer

PHC NewsReeves Journal

Sales Method

DIRECT OUTLET

Pro Con

bull Control over sales and inventory

bull Higher profit margin

bull Can target individual end-user

bull Potential to hurt relationship with sales reps

bull Time and effort spent settting up website to handle orders

bull Need to establish brand and website

bull Costs of directing traffice through advertising SEO

bull Compete with other established websites for sales

bull Questions arise to include other Jomar products increasing planning and logidistics

Pro Con

bull Go to market quickly Sales channels have been established

bull Drop shipping will yield smaller inventories

bull Keep Lazzarini name as being synonomous with quality

bull Compete direct with competitors to highlight equality to towel warmer giant Myson

bull Can target the individual end-user

bull Exposure of brand on a multitude of websites

bull Dealing with third party constraints

bull Need to create ldquoAmericanrdquo version of Lazzarini website (English and metric conversions)

bull Provide showroom samples

Steps to TakeDecide whether to private label towel warmers or to keep Lazzarini name - Private labeling (using Jomar towel

warmers) will require work on a more robust informational website as separate from the Lazzarini site but will not effect our current status as a towel warmer distributor

- Retaining the Lazzarini name will carry the same appeal to quality but may change our status as a towel warmer distributer if we decide to sell direct

Decide whether to sell direct or through existing sales channels via websites

- Selling DIRECT will require more time and effort to establish sales

- Selling through OUTLETS will bring towel warmers to market more quickly with minimal effort

However both can be accomplished in which case due to the ease of selling through outlets we should attempt to sell through outlets first

DIRECTbull Create website to handle

ordersbull Order inventorybull Advertisebull Direct traffic to site (Google

AdWords)

OUTLETbull Establish criteria for online

sales through third party - Negotiator of terms - Max Discount

(Multiplier)bull Gather pictures and

information from Lazzarini to pass onto third party

bull Advertise

1 2

reg reg

Conclusion

Given the quality and range of product offered by Lazzarini Jomar can easily gain equal footing with Myson the leading manufacturer of towel warmers and establish itself as a dominate force in the market

By choosing to sell through existing channels via the internet Jomar can quickly provide the growing market a high quality towel warmer with an unmatched variety of types sizes and colors to dwarf itrsquos competitors in direct comparison

A plan to establish ordering and shipping logistics with Lazzarini and contacting the leading online sales websites to negotiate a sales strategy along with a committment to the time money and effort for promotion is all that is holding Jomar from repeaing the rewards of this market

Once a plan has been agreed upon let the competitors beware

Trade Publications - Towel Warmers

Radiant amp HydronicsACHR News

Plumbing amp MechanicalSupply House Times

The WholesalerPlumbing Engineer

PHC NewsReeves Journal

Sales Method

DIRECT OUTLET

Pro Con

bull Control over sales and inventory

bull Higher profit margin

bull Can target individual end-user

bull Potential to hurt relationship with sales reps

bull Time and effort spent settting up website to handle orders

bull Need to establish brand and website

bull Costs of directing traffice through advertising SEO

bull Compete with other established websites for sales

bull Questions arise to include other Jomar products increasing planning and logidistics

Pro Con

bull Go to market quickly Sales channels have been established

bull Drop shipping will yield smaller inventories

bull Keep Lazzarini name as being synonomous with quality

bull Compete direct with competitors to highlight equality to towel warmer giant Myson

bull Can target the individual end-user

bull Exposure of brand on a multitude of websites

bull Dealing with third party constraints

bull Need to create ldquoAmericanrdquo version of Lazzarini website (English and metric conversions)

bull Provide showroom samples

Steps to TakeDecide whether to private label towel warmers or to keep Lazzarini name - Private labeling (using Jomar towel

warmers) will require work on a more robust informational website as separate from the Lazzarini site but will not effect our current status as a towel warmer distributor

- Retaining the Lazzarini name will carry the same appeal to quality but may change our status as a towel warmer distributer if we decide to sell direct

Decide whether to sell direct or through existing sales channels via websites

- Selling DIRECT will require more time and effort to establish sales

- Selling through OUTLETS will bring towel warmers to market more quickly with minimal effort

However both can be accomplished in which case due to the ease of selling through outlets we should attempt to sell through outlets first

DIRECTbull Create website to handle

ordersbull Order inventorybull Advertisebull Direct traffic to site (Google

AdWords)

OUTLETbull Establish criteria for online

sales through third party - Negotiator of terms - Max Discount

(Multiplier)bull Gather pictures and

information from Lazzarini to pass onto third party

bull Advertise

1 2

reg reg

Conclusion

Given the quality and range of product offered by Lazzarini Jomar can easily gain equal footing with Myson the leading manufacturer of towel warmers and establish itself as a dominate force in the market

By choosing to sell through existing channels via the internet Jomar can quickly provide the growing market a high quality towel warmer with an unmatched variety of types sizes and colors to dwarf itrsquos competitors in direct comparison

A plan to establish ordering and shipping logistics with Lazzarini and contacting the leading online sales websites to negotiate a sales strategy along with a committment to the time money and effort for promotion is all that is holding Jomar from repeaing the rewards of this market

Once a plan has been agreed upon let the competitors beware

Sales Method

DIRECT OUTLET

Pro Con

bull Control over sales and inventory

bull Higher profit margin

bull Can target individual end-user

bull Potential to hurt relationship with sales reps

bull Time and effort spent settting up website to handle orders

bull Need to establish brand and website

bull Costs of directing traffice through advertising SEO

bull Compete with other established websites for sales

bull Questions arise to include other Jomar products increasing planning and logidistics

Pro Con

bull Go to market quickly Sales channels have been established

bull Drop shipping will yield smaller inventories

bull Keep Lazzarini name as being synonomous with quality

bull Compete direct with competitors to highlight equality to towel warmer giant Myson

bull Can target the individual end-user

bull Exposure of brand on a multitude of websites

bull Dealing with third party constraints

bull Need to create ldquoAmericanrdquo version of Lazzarini website (English and metric conversions)

bull Provide showroom samples

Steps to TakeDecide whether to private label towel warmers or to keep Lazzarini name - Private labeling (using Jomar towel

warmers) will require work on a more robust informational website as separate from the Lazzarini site but will not effect our current status as a towel warmer distributor

- Retaining the Lazzarini name will carry the same appeal to quality but may change our status as a towel warmer distributer if we decide to sell direct

Decide whether to sell direct or through existing sales channels via websites

- Selling DIRECT will require more time and effort to establish sales

- Selling through OUTLETS will bring towel warmers to market more quickly with minimal effort

However both can be accomplished in which case due to the ease of selling through outlets we should attempt to sell through outlets first

DIRECTbull Create website to handle

ordersbull Order inventorybull Advertisebull Direct traffic to site (Google

AdWords)

OUTLETbull Establish criteria for online

sales through third party - Negotiator of terms - Max Discount

(Multiplier)bull Gather pictures and

information from Lazzarini to pass onto third party

bull Advertise

1 2

reg reg

Conclusion

Given the quality and range of product offered by Lazzarini Jomar can easily gain equal footing with Myson the leading manufacturer of towel warmers and establish itself as a dominate force in the market

By choosing to sell through existing channels via the internet Jomar can quickly provide the growing market a high quality towel warmer with an unmatched variety of types sizes and colors to dwarf itrsquos competitors in direct comparison

A plan to establish ordering and shipping logistics with Lazzarini and contacting the leading online sales websites to negotiate a sales strategy along with a committment to the time money and effort for promotion is all that is holding Jomar from repeaing the rewards of this market

Once a plan has been agreed upon let the competitors beware

Steps to TakeDecide whether to private label towel warmers or to keep Lazzarini name - Private labeling (using Jomar towel

warmers) will require work on a more robust informational website as separate from the Lazzarini site but will not effect our current status as a towel warmer distributor

- Retaining the Lazzarini name will carry the same appeal to quality but may change our status as a towel warmer distributer if we decide to sell direct

Decide whether to sell direct or through existing sales channels via websites

- Selling DIRECT will require more time and effort to establish sales

- Selling through OUTLETS will bring towel warmers to market more quickly with minimal effort

However both can be accomplished in which case due to the ease of selling through outlets we should attempt to sell through outlets first

DIRECTbull Create website to handle

ordersbull Order inventorybull Advertisebull Direct traffic to site (Google

AdWords)

OUTLETbull Establish criteria for online

sales through third party - Negotiator of terms - Max Discount

(Multiplier)bull Gather pictures and

information from Lazzarini to pass onto third party

bull Advertise

1 2

reg reg

Conclusion

Given the quality and range of product offered by Lazzarini Jomar can easily gain equal footing with Myson the leading manufacturer of towel warmers and establish itself as a dominate force in the market

By choosing to sell through existing channels via the internet Jomar can quickly provide the growing market a high quality towel warmer with an unmatched variety of types sizes and colors to dwarf itrsquos competitors in direct comparison

A plan to establish ordering and shipping logistics with Lazzarini and contacting the leading online sales websites to negotiate a sales strategy along with a committment to the time money and effort for promotion is all that is holding Jomar from repeaing the rewards of this market

Once a plan has been agreed upon let the competitors beware

Conclusion

Given the quality and range of product offered by Lazzarini Jomar can easily gain equal footing with Myson the leading manufacturer of towel warmers and establish itself as a dominate force in the market

By choosing to sell through existing channels via the internet Jomar can quickly provide the growing market a high quality towel warmer with an unmatched variety of types sizes and colors to dwarf itrsquos competitors in direct comparison

A plan to establish ordering and shipping logistics with Lazzarini and contacting the leading online sales websites to negotiate a sales strategy along with a committment to the time money and effort for promotion is all that is holding Jomar from repeaing the rewards of this market

Once a plan has been agreed upon let the competitors beware