The Shutter Factory (actual sales using DuraShutter model)

$2,973,534.00 factory order desk sales (no shop at home) 18-months of DuraShutter products Feb 2003-Nov 2004

+ $812,394.00 installation sales

During this time there were 2238 different customers, average sale was 121 square feet for a total of 270,798 square feet.

$744,960.00 Upgrades.

Upgrade break down

31.7% Clear View (Traditional)

16.6% Hinging

9.8% Slider B/O

9.4% Delivery

6.6% 2” Frames

6.0% T-Post

5.6% White Hinge

4.8% Rush

3.6% Mid Rails

2.2% Build Out frames

1.2% French Door

1.4% Corner Post

0.3% Double Hung

0.9% 3” Frames

At the beginning of the period the Shutter Factory was selling standard basswood shutters. They painted in either white or off white. The Shutter Factory did their own painting on site. With the introduction of the DuraShutter product the sales of the basswood shutter rapidly declined. Within 3 months the basswood shutter was discontinued and the paint booth was put into storage. DuraShutter had completely replaced the original basswood shutter. If fact the DuraShutter was given the same name as the basswood shutter when the basswood shutter was discontinued. Customer response to the change was overwhelmingly positive. The original DuraShutter was basically a traditional style shutter with some differences in style. When the DuraShutter was introduced it immediately began to outsell the basswood shutter. The customers were very impressed with the scratch and dent resistant features of the product. Because of the lower material prices The Shutter Factory was able to lower the price substantially compared to the basswood shutter. The introduction of the CRT to the DuraShutter was a big hit with customers. Initially it was offered as an upgrade to the standard DuraShutter. Over 31% of the customers took the upgrade. Eventually the traditional style DuraShutter was phased out in favor of the CRT based DuraShutter. Again customer response was overwhelmingly positive. Customers were very impressed with the improved view through the shutter louvers; the ability to remove louvers to clean them and the light blocking features of the CRT based design.

Thank you Karl Von Hoffman GM