b'11Business Tips for2011 Proceedcaution in 2011. This was aydeliveredthe withke messageat "President\'s Forum-Viewsthe Future of the Roofing Industry a About," new session offered at the 61stNational ConferenceIndianapolis. Annualin Thisforum featured presenters Bob Seeley, president and well-attended vice CEO of Performance Roof Systems, Inc.; Fred Stephan,president and general manager ofManville\'s Roofing Systems; Mike Vall, president Johns ofBuilding Products Company, LLC; and Brian Whelan, seniorice Firestonevpresident of Sikaaof Sika Corp. Although arecoSamafil,divisionhugevery inthe comingear is unlikely,panel of experts noted severalspots y thebright of the and provided these tips for making the most out2011 marketplace. W for market consolidation atch through 2011. "Every single element of the distribution channelto justify its needs value to maintainistence," Seeley says. its exMove slowly and thoughtfully insolar the Focus area.on the entire building envelope, including sky-lighting products. Expect investment capital spending to ramp up in 2011. Whelan stressed that business is j starting to pick upa ustafter challenging business climate over the summer. pending Expect building owners to start s now, 2010 "was so given that business inn\'tbad" butareuncertain for 2011. forecastsstill To penetrate new market segments, be flexible and try new membrane types. E w ain new construc I\'mveryoptimisticcommercial roofing. It\'s an impresvenithslowdownabout tion throughout 2010, m all types embranes ofsive industry that consistently shows single-digit growth, with increased 7%-10% through September 2010. This compares to 20%-30% increases fromno significant downturns. It\'s a terrific industry to be." in2001the market tanked in 2009. "There\'s until- Fred Stephan ofManville Roofing Systems caution ahead for 2011," said Stephan. HeJohns str that APP Modified Bitumen Roofing essedr ulationstransportation will come intoWatch for a shakeout in the solar eg in Membrane is a "standout"; BUR [Built-Upplay inand 2012w affect thepanel industry. Expect ato 2011andilltimepushown oofing]mbra comebac that truckers spend on the road. Also expectrooftopin the next 5SteR Me ne, which saw ak through the 1990s, will see aincreasespaceyears,phan 20%increases in truck mileage standards and driversaid. Building owners wantsystems and in 2011; and SBS Modified Bitumen Roofingsolar safety rules.roofing systems that have compatable 20- to Mem will continue "toconsistent." branebeSearch beyond the Caucasian-male30-year lif spans.ronmentally friendly Consider oil and transportatione"Enviworkforce. When ithiring, get cre roofing is here to stay," Vall said. "We must comes to issues. Stephan said to expect the beginningsative, said Seeley.eof diverse ethnicnot give roofing real estate to others." In a Hir people ofation, particularly forimportant infl oil-anbackgrounds. Consi women employees, kidsflat economy,ng owners will be looking developmentan industry that uses oil-basedderbuildiforout of college, retired workers, or semi-retiredfor quality reroofing, so focus onmderivatives in products.newsellingore Meanwhile,workers.products, such as insulation,square foot. per 8Midwest ValuesBusinessResourcesNetworking'