b'Understanding Start-up Technology for RoofingHeidi J. Ellsworth hje@ellsworth.usHJE Consulting Group Everyday contractors are exposed to promotions from start-upSometimes start-ups are not about new technologies technology companies.Whether it is emails announcing abut about how to use older technology in a new way.One new way of marketing using technology, ads in publications orcompany that was started in 2014 the large numbers of new exhibitors at roofing tradeshows, theby roofing contractors, has explosion of new technologies for roofing contractors can betaken a different approach overwhelming.to website development.According to The Kauffman Index Startup Activity NationalRoofing Brand (www.Trends Report, www.kauffman.org, the Startup Activity Indexroofingbrand.com) rose in 2015, reversing a downward trend that started in 2010provides an easy and in the middle of the Great Recession.The access of progressiveaffordable website technology and cloud based storage has made a number ofleasing option for new businesses focused on providing technology tools to helproofing contractors.automate traditionally manual activities. Yes, lease a website.For new contractors Early technologies in the roofing industry were focused onor contractors who how to make manual practices like measuring a roof or creatingjust are not happy with estimates easier for contractors, and they succeeded.Many earlytheir website, instead adopters of these technologies were able to find a competitiveof spending money on web advantage that has propelled the success of their roofing business.development, this start-up Now companies specializing in weather, customer relationscompany offers easy set-up and management and data management are taking a forefront in themaintenance for the same cost industry. every month.Roofing contractors areOnce the website is created, known for being skepticalusually within 48 hours, the company also updates directories of new technology for goodand social media in order to create reason. strong search engine optimization.There are several web development, social media and search Roofing contractors are known for being skeptical of newoptimizations companies out there, technology and many times for good reason.Not only haveso be sure to take the time to evaluate contractors seen failures with technology but also have witnessedwhat you need.You may not always need product failures that were touted as the newest technology forthe whole package of services but if a new the rooftop.As an industry, roofing tends to be more aboutwebsite is in your future, it is something prove it then earlier adopters.In this column, I would liketo check out. to highlight some new technologies that may be the next roofAlong the same lines of websites with a new twist, a company measurement or estimating technology and may just offerout of Pennsylvania is offering online training.The twist is the something that can differentiate your business. company works with industry experts to provide strong content As a disclaimer, it is critical to always do your research and askand then develop training courses that roofing companies can for referrals.With google, there is always a way to research newuse for their crews.Construct-Ed (www.construct-ed.com) was companies or technologies before diving in and spending a largealso the brain child of a roofing contractor who was looking amount of money.It is also important to ask other contractorsfor ways to offer ongoing training to his employees.The site if they have tried these new offerings.Roofing associations are aspecializes in all types of construction trades and has made great place to do research along with trade publications.Therelearning fun and easy.They are consistently looking for industry are also several online sources or forums where you can ask otherexperts share their knowledge.contractors for their opinion.Any company you are workingConstruct-Ed was created as a place for members of the with should be able to offer referrals with names and phoneconstruction industry to share their knowledge, skills and numbers.Although many of the following concepts may seemabilities.It is a resource where skilled workers who make their interesting, research is always necessary.continued on page 22www.mrca.orgMidwest Roofer 19'