MeTecno USA Benchmark Division: Barrier Busters

Manufacturing
Written by Eric Slack
Thursday, 31 January 2008
Leading this architectural wall panel manufacturer takes more than just engineering expertise. Jeff Irwin explains. Construction is one of those industries where outside opinions matter. Fortunately for MeTecno USA’s Benchmark Division, carving out successfulrelationships with clients, engineers, and architects comes naturally. Jeff Irwin, CEO “We affectionately say architects will never directly purchase a thing, but they can make you or break you because a successful bid generally starts with their project specifications,” said CEO Jeff Irwin. “Our product is architecturally specified. We show architects how our products and systems fit within their design and then help them with specifications as it relates to our products and services.” Based in Columbus, Ohio and formerly known as Benchmark Architectural Systems, MeTecno-Benchmark manufactures foamed-in-place and laminated custom architectural wall panel systems. It is one of four divisions of MeTecno USA, the American subsidiary of Tribiano, Italy-based MeTecno SpA. MeTecno is one of the largest insulated composite panel manufacturers in the world. Irwin put Benchmark together in 1990 after heading up the purchase of the assets of a private, Western Pennsylvania company. After turning the company into a national player, it became a division of MeTecno in 1997. Although the division still runs as a stand-alone business, developing its own strategic plan and running day-to-day operations, its status as part of a global company provides MeTecno-Benchmark with more access and additional business opportunities than it had on its own. “All four divisions are separate companies,” said Irwin, “but we’re integrating and sharing resources, such as material purchasing, marketing, and sales resources.” The other divisions, MeTecno-API, MeTecno-Morin, and MeTecno-Aluma Shield, specialize in different aspects of panel manufacturing. API makes foam core composite building panels and operates in the Western US, Western Canada, and the Pacific Rim. Morin manufactures single-skin metal walls and roof panel systems out of its plants in Connecticut and California while Aluma Shield manufactures foam core composite insulated panels for industrial/commercial and cold storage markets. The relationship as separate entities under one umbrella allows each to benefit from the other’s knowledge, experience, and resources whenever necessary. This gives each division a chance to grow within their individual niche, while MeTecno’s American operations capture more of the industry’s overall marketshare. It is the ability to be specialists within a diversified organization that is one of the Benchmark division’s biggest strengths. According to Irwin, the company is solely focused on the architectural wall panel sector of the industry. The company specializes in institutional and commercial projects, with some light industrial work as well. It is an important distinction because the company’s products aren’t necessarily applicable to the needs of every construction project. By having a clear picture of what its potential customers need, MeTecno-Benchmark can be sure it is selling itself to the right segment of the market. With years of experience, the company can then use its cumulative knowledge to attract customers who often need customized solutions. “The value of what we do is added in fabrication, with custom widths, curves, bends, and folds,” Irwin said. “Industrial panels are more of a vertical application for large manufacturing or cold storage facilities, as well as those companies needing high-speed, low-cost solutions. Our core competency is high-end, high-aesthetic, customized wall panel applications.” Forward thinking Although MeTecno-Benchmark only has a handful of direct competitors, it has several other types of competitors, such as companies that manufacture brick, concrete, and other types of architectural wall panels. In general, the competition for business is fierce. The company is also in the unusual position of using one of its main competitors as a supplier. The reasoning is simple. According to Irwin, there are very few suppliers of this type of service in his immediate area. Realizing that sometimes the best business decisions are the hardest ones to make, he feels MeTecno-Benchmark can balance the arrangement in its favor. “Even though they’re a major competitor, we deal with a separate division, run by separate people, under the same umbrella,” Irwin said. “They have the equipment, service, and locations we need. It would be hard to replace what they do for us.” To keep the pressure on the competition, the company constantly invests in product improvements. The more the company has grown, the more it needed to invest in product development to meet project codes and specifications. Each job helped refine and improve its products. The company also diversified product lines enough to reach out to all types of institutional and commercial clients, whether they are looking for the highest end products in the industry or for more economically valued engineered solutions. The company now has six different series of its Designwall panel product lines. The Designwall 4000, the most advanced of its signature products, was launched in 2003. The company also offers custom window and louver systems that integrate with the Designwall line. Its Granitstone product allows clients to choose a finish option that gives the appearance of sprayed stucco or smooth precast concrete. The majority of MeTecno-Benchmark’s panels are constructed at the company’s plant in Ohio. Although this is the company’s only manufacturing facility, its extensive sales network and roots with architects, engineers, and contractors allows the company to establish relationships with clients around the country. “We do everything from schools, sports facilities, and low-rise office buildings to a lot of custom applications. We’ve always had the philosophy that whatever you need, if it can be done, we’re the ones to work with,” Irwin said. “The only way manufacturers prove how good they are is by how they deal with, and correct, a problem. We have built our company job by job through customer service and quality products.” As it enters the second decade under MeTecno’s banner, the Benchmark division continues to establish its own identity and credibility through successful projects. With a deep pool of cross-trained product engineers, the addition of a second shift on its production line, and a tiered distribution network of company direct salespeople and independent reps, MeTecno-Benchmark has the tools in place to generate business and the flexibility to meet client demand. “Our philosophy is to build strong relationships and keep our partnerships blossoming as our business grows. You can’t produce these customized products without educating the design community and trying to increase the market.” said Irwin, adding that Benchmark’s primary vendors essentially become business partners as the company grows. “We make a specialty, niche product, and we are trying to help the market grow through marketing, education, and technology.”

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