Article Number : 2668 |
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| Date | 11/12/2007 8:43:12 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2668 |
| Abstract | By Matthew Spieler Minneapolis—StarNet unveiled a new slogan, logo and way of thinking at its Fall Membership Meeting, here, in a move to better showcase its growing international interest and ability to form alliances with different levels of the industry... |
| Article | By Matthew Spieler Minneapolis—StarNet unveiled a new slogan, logo and way of thinking at its Fall Membership Meeting, here, in a move to better showcase its growing international interest and ability to form alliances with different levels of the industry. The commercial flooring cooperative will now be known as StarNet Worldwide Commercial Flooring Partnership. Bob Sabosik, StarNet’s chairman and president of M.E. Sabosik Associates in Point Pleasant, N.J., said the new look is a way “to show the industry that StarNet has grown up. Fifteen years ago, who would have thought that a group of contractors could come together in one room and act as one? When we started, no one gave us a chance to succeed. Now we are getting interest from other parts of the world. Also, the concept of partnership is what StarNet has always really been about.” He added the term does not just apply to how the group’s members interact with each other. “This is a way to show respect to our vendors and let them know they are part of this organization as well. Let’s face it, this is a people business—something we try to press upon all the time—so partnership is really just the next step in our evolution.” Jeanne Matson, StarNet’s president and CEO, said in a legal sense, “We haven’t changed who we are,” in that, legally, StarNet is still a cooperative. Rather, this is more a change in how the group projects itself to the rest of the industry. “The word partnership is a harder working term than cooperative and is a true testament to the organization’s success.” As for the addition of worldwide, she noted StarNet has recently expanded its membership into Canada and it “signals our interest and expansion potential to other parts of the world.” Carl Franzella, president of Sun Interiors in Metairie, La., added, “The strength of the organization is in the group itself—members and suppliers working together.” The new logo, he added, “is reflective of the constant need for innovation and change. We are in a new global paradigm and this shows StarNet is ready to participate.” Cautious approach While StarNet has “opened the door to global opportunities,” Matson said the group is taking a cautious approach. “We are being approached by contractors and suppliers of flooring about becoming a part of StarNet. But we have to make sure it is good for StarNet before making any major commitments.” Over the last few years, StarNet has experienced huge growth, yet has been able to maintain a spirit of camaraderie within the membership and among its suppliers. Many will say it has actually strengthened its partnerships. “StarNet members have lead the charge in improving business relationships and selling value in what they do, and we see it,” said Milliken’s Bob Baird. “We want to keep working closer with you and grow together because we are all after the same goal.” Carmen Pastore, vice president of marketing for Johnsonite, said from the beginning StarNet has shown loyalties to its suppliers, noting how the company was the second vendor asked to join “at a time when Johnsonite was not a big name. We have never forgotten the faith it put in us and we continue to work together to share a value story.” Working together was also a theme spouted by Al Kabus, president of The Mohawk Group, as he noted how the company has committed all of its commercial brands to StarNet. “We’re all trying to fight wars but we can accomplish much more by working together.” Focus on members Part of StarNet’s new approach is to provide more support to the membership at the local level. From public relations and marketing support to education and training opportunities the group is devoting more resources to promoting the individual members. “No one buys floor covering from StarNet,” Matson explained. “We are an endorser of products and services and a provider of knowledge for our members.” With that, she said the plan is to “provide local marketing support for members that StarNet will help fund.” This includes helping to create events in a member’s market that will allow them to get closer to end users, and creating educational events that will make them the go-to source for knowledge, value and service in their local areas.” Recognizing each member and market is different, Matson said StarNet’s approach will be to make these offerings flexible so members can pick and choose which ones they feel will be most suitable. The new strategy also includes utilizing the “vast amount of knowledge within the group to help educate other members,” Sabosik said. This was put on display during the breakout sessions at the membership meeting as members led classes in topics ranging from back office techniques such as “Planning Incentives for Your Sales and Administrative Staff” and “Evaluating Potential Projects to Maximize Profits” to broader topics on “Reclamation: Making it Work for Your Business,” and “Marketing Your Company at the Local Level & Strengthening Your Business Development Activities.” “Our biggest asset is networking,” Sabosik concluded. “We sell commodity items, which means we have to bring value to the process. To bring this value we need to show our expertise—knowledge, experience and dedication.” |