Content about national sales manager

CHICAGO — The specter of ever-rising utility costs should be enough to spur the average laundry owner to track this expense and explore ways to minimize it.

In response to a series of questions from American Coin-Op, Gary Dixon, national sales manager for Huebsch, and Kent Walters, national sales manager for Maytag® Commercial Laundry, discuss the role that tracking energy usage and maximizing its effectiveness plays in a successful self-service laundry, and offer some important tips for corralling costs.

Often, the battle against rising utility costs starts with your equipment.

Q: How may a coin laundry owner track their operation’s level of energy efficiency?

Walters: Owners looking to determine their store’s level of energy efficiency need to compare the cost of utilities vs. revenue. If the cost of the store’s utilities is above the industry average—20-25% of total revenue—a store owner should investigate ways to decrease the cost of utilities, starting with equipment.

Dixon: First, I would suggest that the laundry owner establish a baseline. Many manufacturers, along with the local distributor, can provide an estimated energy usage per turn. The laundry owner could then adjust these calculations to reflect their specific energy costs and turns per day.

Second, compare utility bills after every change that is made to the store’s operation. If utility rates and the number of turns remain constant within the period in question, but you notice the bill increasing or decreasing, it is a quick indication that the changes you made may have had a negative or positive impact.

Q: Is tracking energy efficiency as simple as comparing this month’s utility bills to last month’s?

Dixon: It can be, but you will always have to wait for the bill to arrive. However, control technology has really advanced over the last five years. There are features such as advanced leak detection that can help you get an early jump on problems before they impact your utility bills.

Walters: No, comparing month to month isn’t the recommended way to determine a store’s energy efficiency. Usage varies by time of year and other factors. It is better to look at your utility bills over time and compare them to the net income and what percent of revenues the utilities make up.

Q: In your experience, how likely is it that a laundry owner is tracking his or her store’s efficiency?

Walters: Those who have become owners in the last four or five years seem to better understand the need to track a store’s energy efficiency, and how it affects the bottom line. The more efficient the operations, the greater the revenue for the store owner. The significant increase in utility costs has also caused long-time owners to pay attention to the costs.

Dixon: In the April issue of American Coin-Op, survey results indicated that “utilities” topped the list of problems causing business owners the most grief (State of the Industry: Operators Soldier On Amidst Lagging Economy, Increasing Costs). So, based on that feedback, I believe the majority of store owners are cognizant of the impact that utilities have on their bottom line. Yet, many are not tracking their store’s efficiency. I don’t believe it is because they do not want to, but more about how they can utilize available tools to do it effectively. Here is where a good relationship with a local distributor can be priceless.

Q: Why is it even important to track this?

Dixon: There are two reasons: first, there is the obvious impact on a store’s profitability. We can probably expect utility costs to continue to rise. Therefore, tracking a store’s efficiency is a variable that is important to monitor. The second is customers.

Again, in the April issue, survey results indicated that “lack of customers” and “equipment maintenance/repair” were on the top-five list of problems causing business owners the most grief. A great story to differentiate a business may be to announce that it is concerned about natural resources and is going “green.” This may attract customers who are like-minded. In addition, this may require the purchase of newer equipment that will allow the store owner to track and tweak energy consumption. Newer equipment certainly is more energy-efficient and may attract customers to a location. In addition, newer equipment tends to command a higher vend price.

Walters: Tracking energy efficiency is essential for store owners looking to increase revenue and improve their bottom line. By educating themselves on utility costs and what percentage of their current revenue is going toward energy, water, etc., an owner can determine the store’s energy efficiency.

Q: Discuss some of the laundry equipment features that contribute to greater efficiency today. What features have been improved over the years?

Walters: Regarding dryers, a tempered glass door, better seals, and a solid dryer drum help keep warm air in the drum, which forces more heated air through the load to reduce dryer use. Fast-drying axial airflow system, increased insulation and double-paned windows keep heat contained in the dryer basket, enabling clothes to dry more quickly with a lower Btu output.

Looking at washers, a higher spin speed, or G-force, removes water from clothes. The more water extracted during the spin cycle, the less time (and energy) is needed to dry a load of laundry.

Meeting energy- and water-efficiency standards (i.e. Modified Energy Factor (MFE), CEE Tier, Water Factor (WF) and ENERGY STAR® requirements) play a considerable role in washer energy efficiency.

Dixon: Laundry equipment has and will continue to evolve as technology becomes available. Today’s products use less electricity and Btu. Some of these changes have been mandated by government regulation, but most have been developed by manufacturers to offer product differentiation. However, the real excitement is in the control technology.

It is now possible to regulate up to 30 different water levels, the temperature of the water, spin speed and detect leaks. Auditing software makes it possible for the laundry owner to make changes quickly if necessary. You no longer need to wait for the utility bill to arrive to discover that you may have a problem.

Check back Monday for Part 2!

RIPON, Wis. — Alliance Laundry Systems has promoted William Bittner to vice president of Customer One, the company’s global initiative focused on customer service and satisfaction, and selected Dan Bowe to replace Bittner as national sales manager of Speed Queen’s commercial division.

“Bill has been a valuable asset to this organization for many years and his experience with sales and customer relations made him an ideal candidate for this role,” says Mike Schoeb, president and CEO of Alliance Laundry Systems. “I am confident that Bill will be a positive driving force leading Customer One on a global scale.”

Customer One is the cornerstone of Alliance’s customer service strategy, demonstrating a commitment to maintaining a customer-focused culture by consistently meeting customers’ demands for superior product quality and reliability while providing comprehensive and responsive service. The program ensures best practices in manufacturing, provides essential services and offers continuous training.

Bittner has been with the company for more than 13 years, holding various senior positions. He was instrumental in reclaiming Speed Queen’s position as the premium brand in the vended laundry space, Alliance says.

“I look forward to leading one of Alliance’s most highly regarded programs,” says Bittner. “Putting the customer first is more than a slogan; it is the way we do business.”

Bowe will oversee regional sales managers, develop policies and procedures, cultivate distributor partnerships, and participate in the development of new Speed Queen products and services.

Since joining Alliance in 1996, he has held a variety of senior sales and marketing positions. He has particular expertise in manufacturing, distribution services and advancements in card technologies, according to Alliance.

“We welcome Dan’s broad experience and in-depth industry knowledge and look forward to having him at the helm of the Speed Queen brand,” says Jeff Brothers, senior vice president of North American sales.

CHICAGO — Simply put, an outlook is an expectation for the future. But no one has the ability to see the future, so the best you can hope to do is to gather as much pertinent information as possible, prepare yourself for what you think will come, then have the flexibility to adapt your business to what actually comes your way.

There are reasons to be optimistic that the self-service laundry industry will continue to bounce back in 2012. But that optimism will be tempered by a lagging economy and ever-present high unemployment rates.

In speaking with experts around the industry, it’s clear that an operator’s best course of action in 2012 will be a continued emphasis on running an efficient operation and taking whatever opportunities are available to promote their business.

DEMAND FOR LAUNDRY SERVICES

Renters—the primary users of coin laundries—are a fast-growing population segment and thus a reason to be optimistic about the demand for laundry services remaining high. According to the 2010 Census, of the 116.7 million occupied housing units, 40.7 million—or 34.9%—were occupied by renters. In the 2000 Census, 31% of the nation’s households were renter-occupied.

“The good news is that the apartment industry is doing great, and that many younger people are going back to work,” says Dick Ruel, national sales manager for Whirlpool and Maytag Commercial Laundry.

Raymond McMurry, owner of Pat’s Washtub in Lawton, Okla., predicts his Oklahoma laundry will see 5% growth next year. “Due to the number of new customers we are seeing and retaining in the last half of 2011. … Unemployment creates new customers.”

“I think the economy will continue to be slow as we adjust to the reality that we have shipped many of our jobs overseas,” says Larry Larsen, who has more than 30 years of experience in the ownership, management and construction of Laundromats. “I don’t see any political proposals that will greatly increase demand for non-government workers. I think the current status will continue as long as unemployment benefits blunt the effect of the lack or loss of jobs.”

“Until California can make some headway on the unemployment problems we are facing, especially in the Southern California marketplace, we are in for another bumpy year in 2012,” says Andy Wray of ACE Commercial Laundry Equipment.

ATTRACTING BUSINESS IN 2012

Larsen says laundry owners must concentrate next year on reducing operating costs and coming up with promotions that will draw more people away from the washers and dryers located in their apartment buildings.

Ruel suggests getting back to the basics. “Keep the store clean and safe. If you have not been advertising, now is a good time to start, and make sure you are taking advantage of all the free social media. At the very least, make sure you have a website.”

Setomatic Systems’ Jeff North, who owns the Newport (N.H.) Car Wash and Laundromat, agrees. “This is the way that today’s youth communicate, and it cannot be overlooked. In addition, a website is going to be a must. Direct mail (target mailing) can also help with exposure. Laundry customers are a transient group, and it is important to continually get the word out about offerings and hours of operation.”

Wray urges laundry owners to resist the temptation to lower their operating standards. “When times get tough, it’s easy to neglect maintenance issues or skip repairs, but now is the time to be running your store better than ever.”

“Be 100% different from your competition,” McMurry suggests. “Do not be afraid to be the highest price in town. Customers only compare top loads. Get rid of top loads, therefore no price comparisons.”

Every new customer to McMurry’s store receives a free gift. “Show the customer they are the most important thing in your life.”

Click here for Part 1.