The deadline for the annual International Achievement Awards presented by the Industrial Fabrics Association International (IFAI) has been extended to the end of this month—June 30, 2013. For the 2013 awards, there are thirty categories.

Since many former entrants expected the traditional IAA deadline of July 15, as it has been for years, the deadline is now extended to June 30. No further extensions will be given.

To participate:

• register at ifaipublications.com/iaasubmit.
• log in to your account.
• submit your project and registration fee.

Share your expertise with IFAI. Sign up to be an IAA judge.

Source: IFAI

The 2013 American Boating Congress Legislative Conference, slated for May 8-9 in Washington, D.C., is once again a true, all-industry event this year co-hosted by some 30 organizations. The hosts, who support ABC by contributing time and assisting in program development, include the American Boat Builders & Repairers Association, BoatUS, the Marine Retailers Association of America and the National Marine Distributors Association, among others.

The program will feature a lineup of experts available to answer industry and policy-specific questions. Register by phone at +1 202 737 9752.

Ten marine companies were cited in February for innovative achievement by the NMMA and the Boating Writers International (BWI) at the 72nd annual Progressive Insurance Miami International Boat Show & Strictly Sail. Eight products took home 2013 Innovation Awards and two others received honorable mentions.

The awards, organized by NMMA and judged by BWI, recognize products that best meet the following criteria: innovative distinction from other products currently being manufactured; benefit to the marine industry and/or consumer; practicality; cost-effectiveness; and availability to the consumer within 60 days of award receipt.

Award winners were Raymarine, SmartPlug Systems, Boat Outfitters, Harris FloteBote, Sea Ray, Torqeedo, Yamaha WaterCraft, Boston Whaler; honorable mentions went to Navico and Belzona.

The National Marine Manufacturers Association has honored Bob Long, owner and CEO of Marine Concepts, with the 2013 Alan J. Freedman Memorial Leadership Award.

NMMA’s Accessory Manufacturers Division introduced the award in 1984 to recognize individuals who, throughout the course of their careers, have made outstanding contributions to the marine accessories industry through leadership, creativity and personal motivation.

Long has spent more than 40 years in the marine industry as a leader, innovator and champion for boating.His work includes time spent at the helm of Starcraft and Crestliner, a 17-year reign at Wellcraft Marine, and currently as owner and CEO of Marine Concepts.

The Georgia Legislature is currently considering a bill, crafted with the support of the governor, that would establish mandatory boater education, mandatory life-jacket wear for children, lowers the legal blood alcohol content to .08, and prohibits those under 16 years old from operating a personal water craft without on-board adult supervision.

A recent forecast indicates a 2013 growth of 8 percent in the American boating industry.

In light of an improving consumer outlook, more than half (51 percent) of survey participants said the best time to increase inventory levels is right now to be fully stocked for the spring selling season, according to results released by GE Capital, Commercial Distribution Finance.

When asked which trend will have the largest impact on the boating industry this year, 32 percent of respondents pointed to the popularity of low-cost or “base” models, up from 23 percent last year, and 30 percent expect long production lead times, compared to 21 percent last year. Aluminum boats, fiberglass fishing boats and recreation boats are the top three types, respectively, that the industry believes will be in demand this year.

The National Marine Manufacturers Association recently commented on proposed U.S. Coast Guard updates to the Code of Federal Regulations. In consultation with the American Boat and Yacht Council, NMMA identified several standards that are currently outdated. Thousands of U.S. boat manufacturers and foreign importers are relying on outdated information and thereby misapplying critical safety standards. Read NMMA’s full comments online.

In February, U.S. Sen. Joe Donnelly (D-Ind.) and Rep. Mike McIntyre (D-N.C.) joined the U.S. recreational boating industry’s Congressional Boating Caucus as co-chairs. The pair join Republican counterparts Rep. Candice Miller (R-Mich.) and Sen. Richard Burr (R-N.C.).

Recreational boats are uniquely American-made, with 83 percent of powerboats sold in the United States made domestically. The caucus is an informal, bipartisan group of U.S. senators and representatives formed by NMMA in 1989 to advocate the interests of the recreational boating industry. Members seek to improve economic conditions that have a negative impact on the industry, protect the nation’s waterways for the estimated 83 million American boaters who use them each year, address boating safety and create international trade opportunities.

The National Marine Manufacturers Association (NMMA) in March named Nicole Vasilaros director of regulatory and legal affairs to replace Cindy Squires, who is moving to the International Wood Products Association as executive director.

Previously NMMA’s manager of state government relations and legislative counsel, Vasilaros has contributed to state lobbying efforts for the recreational boating industry. She also has managed state, legal, and regulatory efforts for the Personal Watercraft Industry Association and in 2012, steered efforts that resulted in NMMA events at the Democratic and Republican presidential conventions.

Launched to promote the marina industry and its role in boating, National Marina Day has joined forces with Discover Boating to promote the entire marine industry and the boating lifestyle in one nationwide event. Welcome to the Water on National Marina Day is scheduled for June 8, 2013.

Since the first event in 2001, National Marina Day has grown and evolved; the variety of events held expands each year with the creativity of participating marina operators.

My-Villages, the company facilitating an online marine industry collaborative, announced in April that it has moved from its former Alexandria, Va., headquarters to the Jupiter–Stuart, Fla., area to be situated directly within the largest U.S. boating market and major marine industry hub.

My-Villages aims to improve the boat ownership experience and transform how boats are operated and serviced through an electronic community or “digital village,” using web and mobile technology. More than 30 brand-name marine companies now serve as My-Villages partners, helping to craft products that serve both owners and industry; many are in Florida.

Marine Fabricator | May 2013

By Marc Hequet

OK, you’re afloat in the Bahamas. The enclosure protecting your pilot house blows out. You need a fix right away.

Wind, waves, weather—it happens all the time, but replacement isn’t always easy. In many such cases, an enclosure must be fitted carefully to your specific boat.

So, stuck there in the Bahamas, you contact the people who made your enclosure and ask for a new one as soon as possible. Some providers might say it will take a couple of days or longer to find your particular design and build a new one for you.

Mike Garrison maintains he can pull up the plan for your enclosure on his computer and have the pieces cut, assembled and shipped the same day.

What’s he got that the others don’t?

Some shops still use paper plans, says Garrison, who is CAD (computer-aided design) manager with Canvas Designers in Riviera Beach, Fla. Such fabric makers still rely on “a room full of patterns,” he thinks. To rebuild something for a boat, he claims, they must “rifle through all these patterns for hours just to find one.”

Having plans immediately accessible on computer files is nothing new, but when it comes to marine-fabric design these days, that’s only the beginning. Garrison makes a point of watching for and trying out the latest technology, and other shops contact him for tech advice on boosting productivity and more quickly turning around their own projects. Meanwhile, fabric makers line up at seminars—including IFAI shows—to find out more about such techniques.

Some boats have unique designs; others are fairly standard. Say you use a technology called Proliner to measure a cover for the popular Sea Ray 180 boat model. In this case, once you have that design for the 18-foot boat, you can use it as often as needed for other Sea Ray owners. Canvas makers “have that pattern forever,” says Drew Thornton, who works in sales and training for Prodim, the maker of Proliner. Prodim, based in the Netherlands, has a U.S. training center in Fort Pierce, Fla.

Downside?

Andy Moon uses Proliner with software called AutoCAD and MPanel to speed up pattern work and allow for quicker production of items. You can store such patterns on your computer “instead of in a box taking up space,” notes Moon.

Technology’s down side? “Learning curve,” says Moon, owner of Baraboo Tent & Awning in Baraboo, Wis.—and you “need a tech-savvy person” to run the software.

Then there’s the cost. Take a deep breath: Proliner starts at $27,600—but consider the payback: 15 minutes to measure a boat, claims Prodim’s Thornton. And Thornton maintains Proliner isn’t hard to learn. “We can teach somebody to run Proliner in half a day,” he says.

How long it takes beginners to learn a new technology depends, says Canvas Designers’ Garrison. “If they have any drafting experience—which they should after dealing with patterns on the table—they can learn the essentials in a week to two weeks,” he estimates.

What’s next for tech hound Garrison? He’s considering a handheld digitizer that uses infrared light to map a boat deck. The device looks a little like a paint gun, he says. You squeeze the trigger, and it maps the area where you want to attach a cover.

He’s not ready to spring for it just now. “The technology isn’t quite there yet for what we want.”

Still stranded in the Bahamas? That’s not the worst place to be. Yet you’re supposed to be someplace else pretty soon. So having access to a fabricator who can help quickly is a big deal. And with technology, marine fabricators are going places.

Marc Hequet is a freelance writer from St. Paul, Minn.

Marine Fabricator | May 2013

By Janice Kleinschmidt

Steve Jobs started Apple in his parents’ garage. Amazon, Google, Hewlett-Packard, Mattel and Microsoft also began in garages. Dell and Facebook began in dorm rooms. And Virgin Group’s humble beginnings trace back to an old church crypt.

Like Jobs, Larry Schneider founded a company in his parents’ house—though in the basement. The owner of Homestyle Custom Upholstery in Milwaukee, Wis., started an automotive upholstery business at the age of 17 in 1973 (a few years before Jobs founded Apple). He also worked at a few auto-trim shops and an upholstery factory making bags and tents.

“I learned efficient sewing techniques before being hired by a marine store to open a boat canvas and upholstery shop,” Schneider recalls. “I worked there for 3½ years and learned that I loved to work on boats. That’s when I opened my first shop in 1983 in Oak Creek, Wis. I was there for 26 years until the landlord died and the family sold it to a developer. I moved to a 4,000-square-foot shop. Two years into my three-year lease, I knew I had to own my own property. The rent was eating me alive, and I was too far from the water. I rehabbed a blighted building near downtown Milwaukee in Bayview near five marinas and boat-storage yards.”

Schneider opened his business with five sewing machines and five employees. Today he has 10 sewing machines, six employees, a bender, a crowner and a welder.

“We are in my dream shop right now,” he says.

Also following that humble-beginnings pattern, Mike Erickson founded Canvas Designers in 1985 on his back patio with a used Adler lockstitch, walking-foot sewing machine and one employee. Today, his company has 42 employees, 27 sewing machines, a hot-wedge machine, an RF welder, a cutter/plotter, an automated CNC machine and 27,500 square feet of shop, office and showroom space in Riviera Beach, Fla. Erickson even owns the 35,000-square-foot building housing his business and leases the space he doesn’t currently need.

In 1996, Mike Johnson started Mike’s Marine Canvas in Virginia Beach, Va., in his garage with a Juki sewing machine, an 8-by-7-foot table and a few hand tools.

“Cordless drills just came out 17 years ago, which helped a lot out on the boats,” Johnson says. “Also, getting a shop finally [in 1998] and then a second sewing machine was a big help.”

Mike Bennett began Bennett Custom Canvas of Toronto, Ontario, in the bedroom of a house he was renting “with a bunch of friends” and started booking orders for the coming season before he even had a shop.

“I was walking out on a limb,” he admits.

After four months of booking orders in the off season, Bennett moved into a 1,600-square-foot space that served not only as his shop but also as his residence for two years. He still has his shop there, but now lives in an apartment above it.

It’s not just size that matters

While size might matter in boats, shop square footage—in and of itself—is not necessarily the holy grail. “Larger” considerations include convenience for the shop and its customers, an efficient layout and a workable operation for the shop owner and employees.

“I love my shop,” Bennett says. “I love being able to go downstairs and work when I want.”

His first piece of equipment was an industrial sewing machine that failed to be the right fit for his business. He subsequently purchased three Reliable sewing machines, a Crownarc bender and a Bendarc wall bender, but he says the equipment that has made the biggest impact on his business is a foam cutter that allows him to explore more opportunities in upholstery. And he credits his decision early on to put all his cutting tables and equipment on casters as a wise decision.

“If I need a certain amount of space, I can change the configuration of my shop,” Bennett says. He’s begun “building up” with shelving, and he loves having a 500-square-foot showroom. “Customers can go through material samples,” he says. “And we have won a few awards, so they’re put up on the walls.”

Albeit better than a patio, Canvas Designers’ first shop—moved into six months after the business began—was a mere 1,000 square feet.

“Then we grew to 2,500 square feet four or five years later,” Erickson says. “Another four or five years later, we went to 15,000 square feet—all broken up. Then five years later—I tend to have a five-year itch, I think—we moved into 15,000 square feet. It was a parallel move [in square footage], but it was a larger warehouse with high ceilings and open room—a more efficient layout. Then I purchased the 35,000-square-foot building and moved into 27,500 square feet of it.”

The shop that has scratched Erickson’s most recent five-year itch is divided into interconnected 5,000-square-foot bays. One is dedicated to machining metal, welding and sealing. The next is filled with sewing machines and tables for the canvas operation, then the RF welder and heat sealer. The next bay houses the offices, lunchroom, showroom and fitters’ room for patterning. Next comes a bay for foam fabrication, upholstery sewing and stapling. A 5,000-square-foot, longer and narrower bay running along the back of those areas houses the technology used in multiple operations.

“The last 2,500 square feet is called, in humor around here, ‘the man cave,’” Erickson says. “It’s where I keep my personal tools and shop and some of my own toy projects and where customers’ boats come in.”

About eight years ago, Tom Matson and Greg Smith started a canvas shop owned by a marina in Afton, Minn. Afton Marina & Yacht Club has three sewing machines, a hot-wedge vinyl welder and a tubing bender.

“We have a pretty decent-sized shop,” Matson says. “And if we are working on big enclosures, we have three machines and a third person we can pull in for repairs. Our sewing area is 60 feet by 120 feet, and there’s a huge service bay behind us to pull boats into.

“We actually have a dream shop. I am sitting here overlooking the St. Croix River. Aesthetically, it’s one of the best shops I have been in. And because we are employed by the marina, we can use their services.”

Johnson moved into his current shop in 2003. Mike’s Marine Canvas is “right down the street” from three marinas, he says, “so it is very convenient and a big time saver. In addition, there are several other marinas within 20 to 30 minutes. That’s a big reason we stay where we are.”

Jay Hanks started Allerton Harbor Canvas in Hull, Mass., in 2004 with a Juki straight-stitch, walking-foot sewing machine. Today, he has two more Juki sewing machines, a bender, a crowner, three employees and a 1,500-square-foot shop.

“We are in a fairly new building, which we set up four years ago with equipment we had or knew we were getting,” Hanks says. “We planned it so we would have a staging area for the bending-frame setup and more table space.

“The thing I like about my shop is that I am right on the water, so people can come to the marina and I can work on their boats while they’re here,” he says.

Seth Hetherington started Mobile Marine Canvas in Harpswell, Maine, in 1994 with a Consew walking-foot sewing machine, then bought two more Consews. Today he has two employees. He dedicates 75 percent of his 3,500-square-foot shop to tables for canvas assembly. Another 20 percent is used for tube bending and welding and the remainder for Hetherington’s office.

“Our shop is two floors, both 25 by 40 feet,” he says. “We also have a building—22 by 40 with 120-foot ceilings—to put boats into.”

Schneider bought a circa-1890 building to house his upholstery business, which includes a 2,000-square-foot barn into which he can pull boats, a 1,000-square-foot “breakdown room” with five work stations and room for two vehicles or boats, a 3,000-square-foot sewing room and a 1,000-square-foot office and showroom area.

“We also have a warehouse where we keep spare sewing machines,” he adds.

The shop at Mike’s Marine Canvas is 16 feet wide by 70 feet long; the office and showroom take up the front 11 feet.

“Go through the door and there is a rolling table, 8 feet by 8 feet, that one can walk around for trimming patterns or finishing curtains and receiving repairs, freight, etc.,” Johnson says. “Then the shop is filled with a table that is 8 feet by 26 feet to one side with just enough room to walk past on the right. On the left is another walkway, but with 2 feet by 12 feet of storage bins of fabric rolls standing up, then two sets of 18-by-48-inch Gorilla shelves and another set of shelves 12 inches by 48 inches.

“The sewing machines are placed about 3 feet from each end of the long table, one on the left, one on the right, with about 8 feet by 8 feet between the two. That way, two people can sew curtains at the same time without interfering in the other’s space. At the back end of the shop are eight cardboard shipping tubes for 40-gauge vinyl tubes, cut in half, standing on end in a 2-by-4-tube pattern. We use them to store full and partial sheets of vinyl during production and after.

“Every square inch of wall space has 12-inch shelving, and several have 8-foot pieces of PVC track on the bottom, in eight rows, in order to slide completed curtains as we finish them. That’s 64 feet of track—enough for two large enclosures.”

What customers want

Canvas-shop owners have their ideas and ideals about their operations, but what their clients consider essential is critical, as well.

“Overwhelmingly, the most important thing is attention to detail and dialog with the customer,” says Peter Deri, manager of SkipperBud’s—Milwaukee marina and a client of Homestyle Custom Upholstery. “By attention to detail, I mean the seam lines are straight, there’s not an excess of material used, there’s not an excess of backside flap. And, also, the canvas shop stands above and beyond the rest by being able to adapt to almost any situation—any request within reason.

“The other thing is that if it’s good, a canvas shop offers options in materials and color,” he says. “The size of the shop has to be adequate to meet our needs. Ultimately, we expect them to have adequate machinery and manpower. How they get there is up to them. I am concerned mostly with the finished product.”

Mike Hebert of Marshfield, Mass., and a customer of Allerton Harbor Canvas, looks for timeliness and quality service at a reasonable price.

“It helps if the shop is local, as I will give local vendors the first look both for convenience … and to help others in my community,” he says. “So location is important, but not everything. I believe the appearance of the shop and its employees is a clear indication of whether or not the work will be done on time and in a quality manner. Obviously, a quality shop will be busy; but if it looks like an episode of Hoarders, with everything strewn about in disarray or if the employees take notes about your requests on the back of their takeout lunch bags, that’s usually a deal-breaker for me …. In order, I would rank reputation absolutely first, followed by location, appearance, size, equipment and number of employees.”

Another Allerton customer, Bill Schmid, points out that he doesn’t own a 65-foot, custom-built racer that may command the attention of many canvas shop owners. “Can you do something with my 30-foot, 5-year-old, leech-line sailboat and not make me feel unworthy?” he posits. But that’s just one question. Schmid offers a thoughtful laundry list:

“Is the shop in proximity to the water? Does it feel like it is part of the maritime activities that surround it? Can you see where the work is done and get a look at those people ‘behind the curtain’ who will be toiling over your precious sail and canvas? Is the shop involved in the community that supports it? Does the shop have an open and amiable ambiance? Is there somewhere in the shop that touts the work that has been done and reflects the current satisfied customer base that has contributed to the shop’s success?

“Of course, you have to know the shop is capable of handling the jobs that you require,” Schmid continues. “This confidence will come less from a technical inventory of equipment and assessment of the girth of the operation than from the reputation the shop has acquired and the feeling of trust and confidence that is conveyed when you meet the proprietor.

“So, if the shop has the right feel and I can meet the person who is running the shop and he assures me he has the requisite talent, experience and correct tools to get the job done in a timely manner at a reasonable price, then we move forward.”

Another Allerton customer, Ray Kasperowicz, also wants a connection with the owner.

“The most important thing I look for is the likelihood that I can personally work with the owner and his people and that they are responsive,” says the owner of a 40-foot sailboat. “A neat shop, well laid out, obviously reinforces the feeling that I’m dealing with an effective and efficient operation.”

Tony Tobias, sales manager for the Erickson Marine boat dealership in Hastings, Minn., takes all his canvas jobs up the St. Croix River to Afton Marina. “We work with several different manufacturers, and most of our boats come with canvas from the factory,” he says. “A lot of customers want a full enclosure. Rather than go back to the manufacturer, it’s easier to go to Afton Marina.”

While location is a major consideration for Tobias, he also looks “for somebody who can get something done in a timely manner.” His list of criteria is simple: location, price, quality and timeliness. Not so important is how the shop is equipped.

“I am in the boat-selling business. I wouldn’t know a sewing machine from a punch press,” he says. “To me, it’s the end result and the price.”

Smooth sailing

Regardless of the amount of square footage they have under a roof, wise shop owners find ways to keep their businesses running like a well-oiled machine.

As the name Mobile Marine Canvas suggests, Hetherington offers off-site services, carrying a tube bender to locations in his van. “We go to the site and install frames and patterns, then go back to the shop to sew them,” he says. “We custom designed and manufactured a tube bender that allows us to do the frames, and I built my own tube crowner. My design system is adjustable to any width, can bend right and left in one step and can make repetitive frames for production orders very accurately.”

Canvas Designers has converted from clutch/belt/pulley systems to electronic servo motors. “That was a big changeover,” Erickson says. “It helped quality and operator control of the machine.” He considers many elements critical to a well-run shop.

“My priority would be equipment first,” he says. “Second would be processing and flow. Location—you want to be near enough to your customer base, but you don’t have to be right on the water as a canvas shop. Size, to get an efficient layout, I find to be really important. Size was important for our growth. Our tables are large; we want big areas.”

Moving from 15,000 “broken up” square feet to 15,000 open square feet, Erickson notes, “made a huge difference in our productivity. We could create a better flow for manufacturing the products we make.”

Janice Kleinschmidt is a freelance writer from San Diego, Calif.

By Janice Kleinschmidt

There are beds in Canvas Designers’ Riviera Beach, Fla., showroom, but they’re not for dreaming (though Mike Erickson won’t deny they provide a place to crash after a long day). Instead, they are intended to highlight the shop’s offering of custom springs and foam mattresses for the boating industry.

The company also sells custom 3-D toolbars and CAD equipment packages.

Companies making digitizing equipment “are not designing to our particular market,” says Erickson.

“Over 15 years, we were driving technology and having to create fixes to use [equipment on the market]. … We have created some of the technology, and what better way to improve our industry and drive technology than to sell it into our industry?”

Janice Kleinschmidt is a freelance writer from San Diego, Calif.

By Janice Kleinschmidt

Shop owners who have built up businesses from the garage, patio or basement can be proud of their accomplishments. But by their very nature, entrepreneurs rarely stop dreaming.

“I would like more shaded space outside for customers’ boats, because I have run out of space inside. We are looking at permits for that,” says Mike Erickson, owner of Canvas Designers in Riviera Beach, Fla. This year, Erickson plans to buy embroidery and quilting machines (operations he has been outsourcing). But he has another item on his wish list.

“We always need talent,” he says. “I can’t keep up with what’s coming in my door.”

If he could have another piece of equipment in his Afton, Minn., shop, Tom Matson says he’d like an automated tubing bender to replace the hand bender that allows room for error. “It would be nice to slide the tube in and program the computer and stand back and watch,” he says.

In Harpswell, Maine, Mobile Marine Canvas owner Seth Hetherington’s ultra-dream shop would have a Carlson plotter/cutter to store patterns for future replacements and the cutting of fabric specific to the custom projects he builds. He also would have a building that was at least 80 feet long to accommodate the plotter/cutter. “And right across from the plotter, you would have layout tables,” he says. “You would have different work stations: biminis, dodgers, enclosures and upholstery. … The shop would be located on site at a local boatyard with deep water and a travel lift to haul in boats.”

Allerton Harbor Canvas owner Jay Hanks also longs for a CAD plotter/cutter. But he finds the cost prohibitive and says, “I might have to add a mezzanine” to his Hull, Maine, operation.

Hanks’ ideal shop would include a garage that could accommodate large boats. “I rent from a space that has a garage, but often they’re filled,” he says.

“The one thing I have always wanted and never been able to spend the money on is a long-neck sewing machine. But we have always gotten along without it,” says Larry Schneider, owner of Milwaukee’s Homestyle Custom Upholstery.

Mike Bennett is happy with his Toronto location, which is at the axis of major highway arteries and is about two blocks from Lake Ontario, but would like a long-arm sewing machine and a boat that he could use to service his clients on Toronto Island (he now uses a ferry to reach them). He’s got two full-time sewers and an assistant to help him off-site in the summer and considers himself lucky to have found people who “fit the mold” for his operation.

“This type of business requires an aptitude, and it requires foresight—an ability to visualize things in many different dimensions,” he says. “To find people that are capable of that and also interested in producing something of a higher quality—for me, that would be the No. 1 thing that makes the dream shop.”

“I’m happy with my shop, but it was too small the day we moved in back in 2003,” says Mike’s Marine Canvas owner Mike Johnson in Virginia Beach, Va. “We really need twice as much space to be really efficient, but not paying that extra rent has saved us a bunch as the economy has shriveled. So we make do with what we have. If I had more room or a second shop next door, I would get a heat sealer for doing waterproof seams and porch-style curtains.

“My dream shop would be at a busy marina with enough employees to get the job done, but not so many to worry about keeping them busy—plus a huge barn to drive the boats inside when weather strikes and three times the square footage we currently have—for the same rent. Keep dreaming!”

Janice Kleinschmidt is a freelance writer from San Diego, Calif.

Marine Fabricator | May 2013

By Barb Ernster

Like all things, marketingproducts and services have changed over the past decade. A typical marketing campaign of yesteryear for a small business involved direct mail, print ads, radio and billboard advertising, flyers, posters and listings in the Yellow Pages. Today, 98 percent of consumers search online for products, services and businesses. The term Search Engine Optimization, or SEO, is not something to ignore. In fact, your website is the center of activity where lead generation is concerned, especially if it is optimized to attract visitors through search engines, the blogosphere and social media.

The Yellow Pages have been replaced largely by websites and location-based Internet search services. Facebook, with more than a billion monthly active users, and more than a trillion page views every month, drives 85 percent of online shopping. It has helped 67 percent of business-to-consumer (B2C) and 41 percent of business-to-business (B2B) companies to generate business, according to HubSpot.com. Twitter has assisted 42 percent of companies on its portal to bring in new customers, and 57 percent of company blogs are credited with such acquisition. Such “inbound” strategies, through which you “get found” by people who are seeking information or are shopping in your industry, often are less costly than outbound marketing and are growing in use. And they offer the ability to directly target your audience, especially local customers, and see more immediate results.

All roads lead to your online presence

Mark Hood, a marine fabricator for 30 years, says he used to attend boat shows and place small classified ads to promote his business, always looking for the least-expensive route with the best results. Today, he primarily uses his website and Facebook to attract customers. Hood Marine Canvas in Merrimac, Mass., comes up third in a Google search for “marine canvas in Massachusetts.” To attain that prized position in the top 10 on a Google search takes time and attention, but it is Hood’s principal lead generator for new business.

“As far as a website goes, you need to spend time with it,” he says. “If no changes are made to a website, Google doesn’t consider it active and it won’t get a top rank. If you’re not doing SEO and you’re not appearing on that first page, you might be missing jobs. I would rather spend a little more time on social media and my website because it gets your name out there and gets people calling you and then you can choose what jobs you want to do.”

Hood uses Google Analytics to view how people are finding him, what pages they’re visiting and how long they’re on the page. His SEO tactics include using keywords—the words people use to search a topic—on his home page, landing pages, and in individual page descriptions. He also posts links on his site as a service to customers, which also draws more traffic. These include links to yachting clubs, marinas, boat-repair services and even other canvas shops that have a different customer base.

“People use my website to find links to other sites,” he says. “If they need to find a frame bender or other suppliers, I tell them to go to my links page. That helps my rating. The more they come to your site, the better ratings you get.”

Social media

Social media has forever changed the face of marketing. Consumers now initiate 150 million conversations with brands each day on such social media sites as Facebook, Twitter and LinkedIn. These mediums allow business owners to monitor, facilitate and participate in online conversations about their brand, industry, product or services, and better identify their customer base.

Hood spends as much time on his Facebook page as on his website, primarily posting photos of his work and links to his website. More and more companies are driving online search traffic to their Facebook pages where potential customers can interact, leave comments and become a “fan,” all of which increases brand loyalty.

It takes time, however, to build up Twitter “followers,” Facebook “likes,” and LinkedIn endorsements. After several years of working it, Hood has about 130 “likes” on his Facebook page. “I see so many people start up Facebook accounts and then it sits. They don’t actively post stuff,” he says. “Don’t put up a Facebook page unless you’re going to post on it.”

It has been a challenge to get the older, more affluent customer base on Facebook, notes Charlene Clark, co-owner of Signature CanvasMakers in Hampton, Va. Still, it is no cost to have one, it offers a place for conversation with customers, and it establishes credibility for the business, she says.

At age 30, Alan Woodyard, new owner of W Marine Canvas in Annapolis, Md., is of the generation that grew up with technology and the Internet. His main marketing focus is online and his primary marketing tool is his website with multiple layers to that strategy that include social media outlets.

“Twitter and Facebook are just another road leading to my website and my business,” he says “The results of a presence on these networks are hard to quantify, but they provide a way to connect with the boating and sailing community.”

Another way he connects is through his blog, a tool that helps him spread content onto other forums and networks and potentially improves his site’s ranking on search engines. The biggest benefit of blogging is the reach and the permanence.

“If someone walks into my shop and asks me a question, why not use my public pulpit to answer that question for the rest of the people who might wonder or even search for that specific answer online,” Woodyard asks. “The reach that the Internet allows for and the fact that everything I publish is available, whether someone is searching now or in two years, means my return on investment in the time spent blogging only increases over time.”

Aside from his blog, just being present, available and responsive online helps to create the community of evangelists and establishes one as an expert, Woodyard adds. “Like the old saying, 90 percent of success is just showing up.’”

Online ads

Woodyard says he sees stacks of Yellow Pages outside his apartment building whenever the new ones come out and believes 90 percent of them end up in the trash. Because of this, he doesn’t advertise in them. Radio ads are cost-prohibitive and offer more of a shotgun-blast approach to targeting the right audience. Google AdWords or Bing Ads can provide a granularity of targeting that cannot be found in print advertising. “This same granularity can provide an abyss of a time-sink if one is not careful,” he says. “But for those with more money than time, Google also offers AdWords Express directly aimed at local small businesses.”

Businesses make an average of $2 in revenue for every $1 they spend on Google AdWords, according to Google’s latest Economic Impact Report. Clark says Signature CanvasMakers has been running a paid search campaign with Google AdWords since 2009, and over time they’ve been able to optimize their keywords and their cost-per-click strategy to maximize exposure.

“I have a maximum daily budget set and a maximum cost-per-click that I want to pay,” she says. “Once the daily budget max is reached, my ad will no longer show up for the remainder of the day. So, I’ve adjusted it over time to make sure that I don’t drop off. Aside from word of mouth, our AdWords campaign is our second biggest source of referrals.”

Clark advises companies to do their research first. Paid search is not a “set-it-then-forget-it” form of marketing. “Google makes it fairly easy to set a campaign up initially, but in order to really maximize your money and your exposure, these campaigns have to be continually monitored and adjusted,” she says. “I am always looking at our keyword list and adding new words, removing words that aren’t producing and increasing the click value on those that are producing.”

Hood suggests starting with a small budget of $5 a day to see how it works. Google Analytics will provide a graph of how many hits your website is getting so you can gauge the ad’s effectiveness. “If you spend $200 or $300 a month, but you get two $10,000 jobs with it, it’s worth it.”

Beyond Google AdWords, Clark says she takes advantage of every free online listing she can through location-based services (LBS). Research has found that being near a store drives action by the consumer, and LBS marketing can deliver those customers. Sites like Foursquare, Yelp, Merchant Circle, Google Patch (now Google Local), Yahoo Local, Bing Local and Patch all are places to register your business so that it can be found. With mobile technology on the rise, this also allows your business to be located via mobile apps.

“It takes a while to fill in information, photos and contact details for each one of these, but if any of these services provides even one customer per quarter or per year, my efforts are recouped quite quickly, and the ROI is much greater than comparable local business and marine directory advertising that is available in print,” says Woodyard.

Traditional marketing still works

Traditional marketing methods like direct-mail campaigns are not out of the question for Woodyard to connect with people who have contacted him, or email marketing campaigns to reach a more targeted consumer.

Clark says one of the easiest ways to market yourself is to drive around in a vehicle that has your company name and phone number on it, or wear clothing with your logo. “There’s always an opportunity for an inexpensive way to get your name out.”

Hood believes the most effective means of getting a job is word of mouth. “The important thing is to do good work and that gets around. All these boaters talk to each other.”

Hood also advocates keeping up with current trends and being knowledgeable about your trade by joining the Marine Fabricators Association and attending conventions. “You can learn an awful lot if you go there, especially if it’s a national convention,” he says. “You know the best of the best attend. After 30 years, I always walk away with bits and pieces I never knew, so the learning never stops.”

Barb Ernster is a freelance writer from Fridley, Minn.

By Mark Hood, MFC

At Hood Canvas, as with any marine canvas shop, we like our tops to be tight and wrinkle-free. To accomplish this, certain rules must be followed in order to get consistent results, regardless of fabrication style.

Fabric terminology

Getting tops to fit correctly with the proper tension requires an even pull of the fabric fore and aft. Our drawing illustrates the fabric terminology associated with a roll of fabric.

Notice that the selvage edge is the same as the warp of the fabric. The least amount of stretch occurs when the selvage edge runs fore and aft. For this reason we always seam our tops along the warp or selvage edges down the center line of the boat. All of our associated pockets and visors are seamed in the same manner maintaining the same fabric orientation as our top. We stagger our seams so they are not stacked on top of each other.

We almost always preload our stainless frames with a strap down the center line of our frame. Pull tight on this strap against the straps or bars at each end of the frame. This action will flex the bows of the frame inward. After we pattern, fabricate and install our top, the frame preload will push the top outwards at each end creating a tight fitting top. Do not preload an aluminum frame, but rather immobilize with strapping tape instead.

Fabric stretches more in the center as the distance is greater, and less as you get to the sides as the distance is less. This is why marking the seam line correctly at each end of our top is essential for an even pull and a tight top. We start marking our seam line on the side of our frame below the corner radius. Holding our marker halfway between the side and the back of the frame, we start drawing our line. We transition over the corner radius to almost the top of the frame still drawing our line. It should be a nice smooth line over the corner radius. Continuing across the crown with our line just below the top of the frame, we repeat our transition on the opposite corner radius to finish. We find a 10-inch radius bender is just about perfect for all frames and will yield a smoother fitting and better looking top.

When designing a frame, it is important that there are 90 degrees between frame pieces for optimum tensioning. Frames that try to reach too far with greater than a 90-degree angle between bows will not tension correctly and will not look good. We mount our frames with an approximate 45-degree angle to the deck. Tom Hunter, MFC, the creator of the EZ–Frame program for bending frames, has an excellent book on frame design titled Frame Design for Boat Tops that we highly recommend.

We pull out all seams throughout the fabrication process. We call this the “Natural State” because all the seams and sides will be pulled out under tension when the top is installed on the boat. Therefore it is important to maintain this state throughout the fabrication process.

We mark the forward edge of the mid bow by holding a marker against the bow at an inward angle from the underside of our top. This results in an angle on the mid bow which is the same as the angle on the forward and aft bows, contributing to an even pull.

Ease off all mid pocket ends by ½–inch. Only the center of the pocket needs to be tight. Failure to do so will result in a diagonal ripple in our top. We have mentioned this in previous articles, but is worth repeating.

We make most of our tops flat without being raised in the center as many shops do. There is nothing wrong with having the mid bow slightly higher than the forward and aft bows. Most shops have been taught to do it this way, and from time to time we do it ourselves. However, we like our tops flat for the most part due to simplicity of fabrication and patterning. It enables our one-step patterning system so we can pattern our top and sides at the same time as in the photo. Additionally, we leave our mid bow lower than the forward and aft bows, as in the photo. This way, when we pattern, the mid bow does not enter into the equation and we are fitting only between the forward and aft bows. In the final step, we raise our mid bow up until it just deflects the pattern and mark the forward edge before we remove the pattern. There might be some distortion on the sides of our pattern now with the mid bow raised level with the other bows. No need to worry, any distortion will disappear and equalize to center when the top is fabricated and installed under tension.

Mark Hood, MFC, and his wife, Deb, own and operate Hood Marine Canvas and Hood Marine Canvas Training Workshops in Merrimac, Mass. For more information and to purchase the large binder seen in these articles, visit www.hoodcanvas.com, email mark@hoodcanvas.com or visit the Facebook page.

By Rebecca Kennedy

In our first how-to article, we demonstrated Trevor’s method for fabricating cushions from scratch by making new patterns. We discussed how this strategy gives the fabricator total control over the quality of the finished product; however, it is labor intensive and also requires all new materials, which can make it cost-prohibitive in certain instances. On the flip side, we also see a lot of reupholstery projects on which we work within an existing framework. Some jobs involve reusing at least some of the upholstery materials, such as mounting boards or foam, that are still in good working order as a way to hold down the total cost. The fabricator’s challenge is to make the resulting product look as good as new.

For this particular project, Trevor is working on board-mounted cockpit cushions for a 44-foot Tiara. To get started, Trevor removes all the old vinyl from the cushions and confirms that the foam and backing boards are in good condition. Normally, the old vinyl could be used as a pattern, but in this case it was badly ripped, so Trevor had to make his own.

Since the cushion he is going to reupholster has a round corner with a bolster in the front, Trevor is going to use vinyl to make the pattern. Unlike paper or plastic, the stretchable quality of the vinyl makes it easier to negotiate around the curves where other materials would bubble. Trevor saves leftover vinyl from previous projects for use as patterning material, and it is important to use the same type of vinyl to make both the pattern and the cushion because they need to have the same amount of stretch.

Next he maps out the blueprint for the cushion’s seams directly onto the foam with a pencil. Then he tacks what will become the stapled end of the vinyl pattern to the foam with T-pins to hold tension while he transfers his seam lines from the foam to his pattern for each piece of the cushion. Once he has all the pattern pieces, Trevor fine-tunes the bolster corner by pinning those pieces onto the foam and stretching them to assess how much “play” is in the vinyl. He eliminates any excess fabric, usually 1/2 inch to 3/4 inch, depending on the length of the cushion, so the corners will fit snugly for a tailored look.

At this point the pattern is finished, so it’s time to sew all the pieces together and finish with a top-stitch. Before the new cushion cover is stapled on, Trevor pulls out a little trick commonly used by upholsterers: Using a steamer, he heats the foam so it swells back to its original size and shape. The newly plumped foam pushes out the vinyl for the desired tight look.

Most important, all work, no matter the scope, needs to attain the same level of resulting quality because most people will never know what obstacles you had to work around. But a great looking cushion will speak for itself no matter how you get there.

Rebecca and Trevor Kenned own Kennedy Custom Upholstery in Ocean City, N.J.

Marine Fabricator | May 2013

By Rebecca Kennedy

Imagine this: You’re surfing the web some morning, and a flurry of negative posts about your business or product line pops up. The criticism could come from a consumer website, a blog, a social-media discussion or from any one of many other web sources.

It could happen to you.

Your response to online criticism can influence public opinion toward you, positively or negatively. It’s good business to be prepared. So if you stumble on negative online comments, keep these tips in mind as you prepare your response:

Listen and understand. If possible, contact the individual making the critical post before you post your response. Ask for details and, if the individual needs assistance or guidance, offer to provide it.

Be authoritative. Put yourself in a position of responsibility by placing your name and title in your post.

Get your position upfront. State your views in the first or second line of the response. This helps ensure that casual readers at least know where you stand. Readers engaged in the issue can read through the post, as you expound on the details.

Remain positive and upbeat. When you respond online, many people are watching, including current and prospective customers. Your online demeanor should convey the same sense of courtesy, sincerity and openness that you’d display to your very best customer.

Say thanks. It’s OK to offer online gratitude for sincere criticism. And because a thank-you is an expression of your interest and concern, it’s good business as well.

Admit mistakes. If you goofed up, better to say so upfront and publicly. Most customers will understand. Better yet, offer a convenient way to fix the problem. Or at least share your plans for fixing the problem. Your customers will appreciate this.

Educate. If the online criticism is unfounded, or due to misunderstanding, take the opportunity to compose an educational response: a step-by-step guide to the workings of a product or links to useful information, for instance. Links to solid FAQs on your website are especially appropriate; they provide solid information and assure customers that you value support.

Illustrate. If the issue is technically or emotionally complex, illustrate your position. You might, for example, post a diagram, relate an anecdote, offer a testimonial or provide links to specifications.

Offer to communicate. One of the all-important statements you can make in an online response to criticism is an offer to answer additional questions or provide more information. A convenient email address and telephone number should accompany your posts.

Ask questions. As part of your response, you might pose one or two strategic questions. You might, for instance, ask customers to evaluate your product attributes or training. Or explain how they solved the thorny problem your negative poster related. Probing questions, of course, can open you up for more criticism—but they can also open up an incredibly productive and profitable dialogue.

Reassure. As you close your response, reiterate your public commitment to excellence. And invite customers and prospective customers to contact you with their needs in the future.

Disagree politely and concisely. Occasionally, you might encounter harsh or rude criticism. Never attack, and don’t respond with insults and low blows; you’ll be perceived as lowering yourself to the poster’s standards. Instead, offer your response clearly and succinctly, without rancor. You might see other readers springing to your defense.

Act fast. The online world runs at a frantic pace. Information that appears online can be quickly perceived as fact if it’s not countered promptly. If you see a negative post, respond as quickly as possible—within 24 hours on the outside.

Don’t dodge the issue. Attempting to pressure a website host or blog owner to delete a negative post can easily backfire on you. Ditto for anonymous posts that “go negative” on the original poster.

Online communication is based on openness. Your willingness to engage in online dialogue is a powerful testament to high-quality support and service. By inviting questions, comments and dialogue, you enter the world of your customers—and position yourself as honest, approachable and interested. That’s an enviable position, one that can easily lead to new business opportunities.

Source: www.featuresnow.com

How big is your shop?

I work entirely out of my home. The area used in my basement is 400 square feet, taken up mostly by my 6- by 16-foot table and sewing machines. I also have another room in the house with a serger and a portable sewing machine that I can take to marinas for small repairs. Another spare bedroom and some garage space are used for storage.

What is your product focus?

I try to focus on marine covers and the vast majority of my jobs are mooring and cockpit covers for small recreational and fishing boats. I also do complete enclosures, seat covers, biminis, etc. Due to shop size limitations, it would be difficult to stock inventory and supplies for upholstery. Occasionally, I will take on some upholstery work for the slower winter months.

Who are your main customers?

Mostly individuals. I live in a resort community of small inland lakes and Lake Michigan. Local marinas also refer their customers to me. I prefer to work directly with the customer so I can find out firsthand what they are looking for in their specific project.

Describe your shop layout.

I have two sewing machines that are built into my layout table. My main storage area is under my layout table. It is a very small space that also contains typical basement fixtures like the stairs, furnace, freezer, and assorted canned goods.

What unique design elements are built into your products?

I use only top-quality marine fabric and UV-resistant thread on all new marine projects. I also finish raw edges with a commercial serger to prevent fraying.

What is your work-flow process?

As a small, one-person shop, my work flows as quickly as I can get it out. When I receive a call for an estimate, I go to the boat to meet with the customer, get measurements, and show samples. Once the customer gives me a deposit, I order materials and schedule the job. About 50 percent of my jobs are done at the boat while the other 50 percent come to my yard. I usually try to pattern a job and then go to the shop to fabricate it as soon as possible. I prefer working on one job until it is finished and installed. Occasionally, I will pattern two or more at a location before going back to the shop to begin fabrication. I try to remain flexible because sometimes I have to wait for fabric orders or weather.

How do you deal with scheduling and handling customers?

New jobs are scheduled when the deposit is received. Repairs are usually done, as they come in, when time allows between new fabrication jobs. Since my shop is in my home, I have a strict “no dirty canvas” policy.

What other products do you produce?

I fabricate some products for a local ski resort. I fabricate padded covers for snow guns, poles and other obstacles on the ski slopes. I also make straw-bale covers in bright colors that are used as barricades in the beginner’s area. They have to remain dry or they will freeze as hard as rocks.

Do you create a product that you consider your specialty?

I fabricate canoe skirts for a local canoe builder. They are fabricated from patterns and installed by the OEM.

Guildford, Conn.-based STA-LOK Terminals, manufacturer of stainless-steel rigging hardware, has introduced new stemball self-fit terminals for terminating yacht shrouds. Using standard stemball cups (ordered separately), the head size of the reusable stemball self-fit terminal can be increased to fit any mast and spreader attachment. Additionally, it can be hand fitted instead of machine swaged and easily installed with hand tools. No pre-measurement of shroud lengths is required.

DuroAir Technologies of Burlington, Ontario, has developed portable air-containment and -filtration technology that fully filters and recycles industrial contaminated indoor air and returns it safely to the indoor air environment. The development has significant environmental and cost-saving implications for several industries including automotive and industrial coatings; clean rooms; swine and poultry barns; as well as applications in the aerospace, military, pharmaceutical and food preparation industries.

When combined with a new array of retractable or fixed shelters or booths, DuroAir can provide almost any customer that has an Indoor Air Quality (“IAQ”) issue a cost-effective, and environmentally beneficial solution.

Forbid, recently developed by Mira Loma, Calif.-based Enduratex, delivers a topcoat for enduring beauty and performance for vinyl products. Forbid dramatically increases stain resistance, while preserving the integrity of the fabric luster and softness.

Although it will be the featured topcoat on many Enduratex lines, Forbid does not replace the Enduratex product Produratex, which increases cleanability and abrasion resistance for vinyl products. Forbid and Produratex topcoats are available through Enduratex distributors nationwide.

Sailrite’s unique new SnapRite System Complete Kit snap-fastener system features a set of four dies that work with any standard rivet gun to install button, socket, stud and eyelet snap fastener components with improved ease, speed and precision. The Complete Kit comes with all needed tools (except snap fasteners).

The color-coded dies work in pairs to install snap components on site for accurate positioning. The key to this system is the use of a SnapRite mandrel and using snap components that have a hole in the center. The SnapRite System requires use of SnapRite buttons and gypsy studs, but installs all other standard snap components in the most common Ligne 24 size. Dies screw into the rivet gun’s nosepiece and must be used with a SnapRite Mandrel (included). Position fasteners, punch the mandrel through the fabric assembly, and rivet the fasteners in place.

The 2013 American Boating Congress, May 8–9, is the boating industry’s premier opportunity to engage lawmakers and federal policymakers on crucial issues facing the industry. Register here to take advantage of this important opportunity and ensure that your voice is heard on Capitol Hill.

Once you’ve registered, take advantage of ABC’s preparation webinar on Thursday, April 18 from 2:00–3:00 p.m. EDT to learn about the most important policy issues impacting our industry and how to best communicate them to your legislator during ABC. The webinar will cover:

• The state of the U.S. recreational boating industry: how economic conditions affect marine jobs, sales and production.
• Developments on ethanol policy and the ongoing legal challenge against the Environmental Protection Agency.
• Tax issues that will affect your bottom line.
• Information on work surrounding access issues such as Biscayne National Park, Everglades National Park and the Florida Keys National Marine Sanctuary.

Register here for the 2013 American Boating Congress pre-conference issues briefing.

Date: Thursday, April 18, 2012

Time: 2:00–3:00 p.m. EDT

After registering you will receive a confirmation email containing information about joining the webinar.

Questions? Contact Lauren Dunn at ldunn@nmma.org or +1 202 737 9752.

Source: American Boating Congress