"I am having trouble getting where this
window company fits into the whole scenario..They are very large and respected business..but window sales and cabinet sales are so far apart in the industry in just about every facet"
This is exactly correct. They aren't a fit. Doesn't mean they couldn't be, but in their current model they are not a fit at all. Keep in mind that they are essentially a franchise company. Nationwide implementation for a company like this is extremely difficult.
"Etc. brand cabinetry orders exceeding $40,000 have been completed"
JD is pretty well connected in the community it seems. At 600-2000 a pop as specified in the CC, its not too hard to get to 40k with some friends and family business.
"Additional shipments with a combined value of over $100,000 are expected to ship in the coming week(s). These shipments are commercial, or residential in nature. The company expects $350,000 plus in etc. brand cabinetry sales by year end. The company anticipates multi-million dollar orders by year end. These anticipated orders will most likely affect 2nd quarter 2010, in terms of sales and positive financial impact"
Hate to beat a dead horse here veno, but Expo PRs that say expected and anticipate might as well say they probably arent going to happen. The dollar figures in Expo PR's mean squat.
"Glenn Harrs, CEO, stated, "We are progressing at a pace in line with management's expectations. However, interest has increased over the past two weeks. We have our initial negotiation with a major home-center chain scheduled for this week. This home-center chain approached the company unsolicited. Additionally, we are preparing for further negotiations with one of our existing larger customers. The company continues to expect light distribution in 2009, with heavier distribution beginning in early 2010. Further updates will be issued."
These negotiations probably didn't go as planned. Obviously there was zero distribution because we cant find it for sale anywhere.
"Etcetera IS a viable business with a product line that is gaining market acceptance, and yes the national retailer is real"
Taking anything Brian says seriously is a mistake. This statement just proves it. If window world was the company they were talking about they are not a nationwide retailer. If it wasn't window world, then the passing away of the window world CEO would not matter to the rollout.
My take on the situation is that JD wanted to sell this product to retailers and distributors as an easy to install DIY product. This type of marketing was obviously a failure as it is not a "no tools required" project. Retailers also would have seen through this. They would have also seen the complete lack of marketing support coming from the manufacturer.
So where would that have left JD? Take his ball and go home? I doubt it.
He would have needed to find a new approach. Enter Window World. His own update admits difficulty and then the complete lack of marketing efforts for etc. would fit with Window World being the main focus. Why care about website updates or how high you come up in searches if you are going to be moving to a Window World sales concept?
Build some mini etc. cabinets and send people door to door. An installation team gets rid of any question mark about whether or not they are actually easy to install.
Such a rollout would take a very long time, because as I said they are franchisees and licensed sellers not corporate governed nationwide.
All of this is of course IMO.
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