All in One
From panels to glazing to netting, ASI Building Products offers every specialty exterior product for a home.

HP: Please tell us about ASI Building Products.

C.W. “Cookie” Brinkman, Vice President of Marketing: ASI Building Products (ASIBP) opened its doors in 1966 as Aluminum Services Inc. The company started out with just one location—Tampa, FL—and four employees. It started in a facility on Chestnut St. with only 3,200 square feet of warehouse space and one pick-up truck in its fleet.

HP: What hurricane protection products did you handle initially? What products do you handle today?

Brinkman: ASIBP did not originally carry hurricane protection products of any kind. Now, however, we carry a full line of storm panels and shutters, and ASIBP is the exclusive nationwide distributor of the CAT5 Hurricane Net (www.hurricane-net.com). ASIBP also carries a full line of impact glass windows and doors.

HP: Give a percentage breakdown of these products. What one product or line stands out above the rest?
Brinkman: Aluminum and steel storm shutters make up 50 percent of our current storm protection sales. Impact glass (40 percent) and netting (10 percent) are quickly becoming popular choices.

HP: What is your approximate sales volume? What was it after your first year in business?

Brinkman: ASIBP is projected to close out 2006 with approximately $95 million in sales. Our first year’s sales were approximately $300,000

HP: What best describes your niche in the marketplace?

Susan Hefley, Marketing Director: ASIBP’s niche is that we offer a “vegetable wagon” approach where you can get every specialty product you need for the exterior of the building with only one stop.

HP: What are your strengths in the marketplace?

Hefley: ASI has 12 locations, good inventories of products, knowledgeable sales people, longevity and good service. And, in all, 40 years in business.

HP: What distinguishes you from the competition?

Hefley: ASIBP has a reputation in the industry that expects us to be accountable, loyal and ethical. ASIBP sets the industry standards of helping not only its customers succeed through support and training, but its employees as well.

HP: What are some of the key factors involved in your growth and success?

Brinkman: ASIBP’s growth was definitely enhanced by the hurricane seasons of 2004 and 2005. Happily, sales have remained up in 2006 without an active hurricane season.

HP: Who are your customers? What parts of the country do you service?

Brinkman: ASIBP’s customer base in made up largely of general contractors, remodeling companies, custom home builders, roofers and window companies.

Currently, ASIBP services the Southeast United States through its 11 Florida locations and two locations in the costal regions of Alabama and Mississippi. However, the CAT5 Hurricane Net is being sold nationwide.

HP: How many salespeople do you employ?

Hefley: ASIBP employees an outside sales team of 23 and an inside counter sales force of approximately 30.

HP: Is your business computerized? Do you have a company Web site, and how is it used to communicate with customers?

Hefley: All of the company’s daily activities, from accounting to warehouse fulfillment, are performed via computer.
ASIBP also has a Web site that is accessible for viewing purposes only (www.asipb.com). Electronic communications with customers is used through ASIBP’s e-mail system with a newsletter called In the Loop.

HP: How has your segment of the industry changed since you first began?

Brinkman: A lot of our building products have gone from aluminum to vinyl. Our service model and standards have remained the same. “Deliver it once correctly.” We have gone from a paper system to computer for every warehouse function, order taking and invoicing.

HP: What trends and cycles do you see occurring in the industry? How is your business addressing them?

Brinkman: In storm protection, I see a trend toward impact glass windows and netting for protection!

HP: Where do you see yourself and your company five years from now? Are there additional areas within the industry that you would like to get involved in?

Brinkman: We will continue to change our product offerings as the dynamics of the markets demand it, as our customers require it, and as our products run their product cycles. Hopefully, staying in front of the cycles.

HP: What advice would you give to other hurricane protection professionals?

Brinkman: Only use the best products, give the consumer a good job and always personally inspect all of your jobs.

HP: What other products, if any, do you offer?

Hefley: Quite a few: siding and soffits; metal roofing; windows and doors; patio and pool enclosures; vinyl, metal and composite fence, deck and rail; and exterior specialty items.

ASI Building Products
4720 E. Adamo Dr.
Tampa, FL 33605
(813) 247-4667
fax: (813) 549-3932
www.asibp.com