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101118.Agetek.Grandcare.Webinar.Understanding Cepro Channel11 18 10

Laura Mitchell
Laura Mitchell

Julie Jacobson from CE Pro\'s presentation on 11-18-10 Weekly GrandCare Aging/Technology Webinar! Great work Julie!

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息 2010 EH PUBLISHING Home Technology Integrators Understanding the Channel Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson
息 2010 EH PUBLISHING About Us CE Pro www.cepro.com Launched 1994 40,000 print subscribers 700k pv per month CEPro.com Audience: Low-voltage integrators Custom Electronics specialists Security dealers Audio, video, other low-voltage installers EH Publishing www.ehpub.com CE Pro (trade) Electronic House (consumer) Commercial integrator Electronic House Expo Research Plus: Robotics, Pro Sound, Logistics
息 2010 EH PUBLISHING Agenda The people: Understanding the CE pro The custom business: size, scope Distribution: How CE pros buy product CE pros and the Agetek market Why/how to get involved with CE pros Moving forward: CE pro and Agetek
息 2010 EH PUBLISHING What is a CE Pro? Custom Specifies, sells, installs, integrates and services Electronics specifically for the home Home automation Home theater Distributed audio and video Lighting control Security Energy management Remote home monitoring & management Home networks Telecom Professional High touch Long-term service contracts
息 2010 EH PUBLISHING What is a CE Pro? AKA Custom Electronics Professional (CE Pro) Home Systems Integrator CEDIA Dealer Home Automation Professional Electronic Systems Contractor (ESC) Custom Installer A/V Specialist Low-Voltage Guy Home Technology Integrator D/I (Dealer/Installer) CI (Custom Installer)
息 2010 EH PUBLISHING CE Pro Purchasing Power # of firms $ value of product purchased "Market Size" billed value of installations 2005 13,500 $4.8 billion $12 billion 2006 14,637 $5.3 billion $13.5 billion 2008 13,173 $6.3 billion $15.7 billion 2009 12,119 $5.5 billion $13.7 billion Source: 息 EH Publishing 2010 Custom Electronics Installation Business Survey (CEIB) www.cedataonline.com
息 2010 EH PUBLISHING Company Revenues 2010e Revenues 2010e % Integrators < $250k 30% $250k - $500k 18% $500k - $1M 15% $1M - $2.5M 20% $2.5M - $5M 10% $5M - $10M 4% > $10M 3% MEDIAN $567,000 AVERAGE $1,602,500 Source: 息 EH Publishing CEIB 2010
息 2010 EH PUBLISHING Typical Job Size & Volume 2010e 2011e MEDIAN 25 35 AVERAGE 95 114 2010e 2011e MEDIAN $15,000 $17,500 AVERAGE $26,676 $34,631 Revenue Per Installation Number of Installations Source: 息 EH Publishing CEIB 2010
息 2010 EH PUBLISHING Reach Dedicated CE pros touch more than 1.3 million homes per year --- Larger community touches 5 million+ --- Very long term relationships Customers for life Source: 息 EH Publishing CEIB 2010
息 2010 EH PUBLISHING Business Sectors High-end integrators [2,000- 3,000 dealers] Low-volume, high-cost installations 5-20 homes/year $50,000+ installations Install : highly integrated, all subsystems, extensive home theaters Mainstream integrators [8,000 12,000 dealers] 40-200 homes/year $8k - $40k installations Install: mass customization, all subsystems; modest theaters High-volume integrators [2,000 3,000 dealers] 300 1,000+ homes/year $2k - $10k installations Install: infrastructure wiring, security, distributed audio, lighting control, energy management, surround sound systems Shift expected due to ADT, others entering home control business Source: 息 EH Publishing
息 2010 EH PUBLISHING Business Sectors Home theater specialists [1,000 2,000 dealers] 5 25 homes/year $10k - $1,00,000+ Install types: Mostly single-room theaters, from fairly modest to ultra-high end High-volume specialists [50,000-75,000 dealers] Single area of expertise but other low-voltage attachments Security dealers Electrical Contractors AV Retail IT Source: 息 EH Publishing
息 2010 EH PUBLISHING What CE Pros Install Source: CE Pro Reader Survey, 2006 34% 46% 70% 44% 61% 51% 58% 74% 74% 75% 27% 46% 46% 72% 76% 65% 71% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Central Vacuum Systems HVAC Controls Home Automation Systems Burglar & Fire Alarms CCTV Computers and Monitors Telephone Systems Netw ork Hubs/Routers Wireless Netw orking Structured Wiring Systems In-House Gaming Systems Home Theater Furniture/Seating Satellite TV Systems Home Theater Receivers Flat Panel Displays Audio Hard Drives/Media Servers Distribution Amplifiers In-Wall, In-Ceiling Speakers % of Dealers That Install Audio Video/Theater Networks, Telecom, IT Security Controls
息 2010 EH PUBLISHING How they Buy Percentage of Products Bought Through: Direct from Manufacturers 47% Distributors 42% Electronics/Appliance Retailers 6% Building/Home Supply Retailers 6% Source: 息 EH Publishing
息 2010 EH PUBLISHING Wholesale Channels National Distributors Multi-location Single location Regional Distributors Regional Distributor Groups Rep Distributors Buying Groups
息 2010 EH PUBLISHING CE Pro Growth Markets In which of the following areas will your company likely see growth in the next 12 months? Source: 息 EH Publishing CEIB 2010
息 2010 EH PUBLISHING CE Pros & Aging in Place Electronic House Expo 4 years with Home Health Technology Pavilion First educational track for home health 2010 [SRO] CE Pro magazine Enhanced coverage Wildly popular Webinars
息 2010 EH PUBLISHING Why CE Pros Embrace AIP Mkt Customers for life are aging Demographics are there Resolve from government, insurance cos New outlets for their existing skillset Customer base Service infrastructure Core tech competencies: automation, lighting, security, communications, audio, video CE Pro & EHX are relentless
息 2010 EH PUBLISHING What CE Pros Do Know Demographics Government, insurance companies investing in independent living PERS Grandcare Closeby Networks (Control4) That guy that Julie always writes about (Jason Ray, SimplyHome) EHX is doing home health technology We gotta be in this space
息 2010 EH PUBLISHING What CE Pros Need to Learn Who are the decision makers? Who pays? Government, insurance reimbursement Vertical markets Which trade shows to attend Best organizations to join Product choices and opportunities Liabilities
息 2010 EH PUBLISHING Beyond Whole-House Care Lighting for the elderly Single-purpose devices PC-free email senior-friendly computers Communications/videocon Music
息 2010 EH PUBLISHING Who are the Players & Payers Consumers themselves Caretakers family Caretakers professionals Visiting Angels, Comfort Keepers, Family Caregiver Alliance, Geriatric Care Managers Homeowners Associations (HOA) MDUs & other master-planned communities (55+ active adult) Physician Practices Family medicine, psychiatriasts, gerontoligists Rehabilitation Senior Housing Assisted living facilities, nursing homes, continuing care retirement communities (CCRC) NAHB CAPS professionals
息 2010 EH PUBLISHING Why CE Pros are Good for AIP Vendors Touch 1.3 - 5 million+ homes/year CE Pros spec the products (or highly influential) Technical competency in key categories Reduce tech support burden on vendors High touch, customers for life Ensures optimal consumer experience, from install to training the customer Access to and influence with homebuilders, developers, architects, interior designers, others Excellent feedback for product development
息 2010 EH PUBLISHING Advice to AgeTek Vendors Recurring Revenue?! Training Dealer programs Explore distribution Industry trade shows & associations Form factors: Think equipment rack & entertainment centers
息 2010 EH PUBLISHING 2011 Trade Shows & Events CES (CE retailers) Jan. 6-9, Las Vegas Silvers Summit & Expo www.cesweb.org Electronic House Expo (CE integrators) March 17-19, Orlando, Fla Seniors Pavilion and AIP curriculum www.ehxweb.com CEDIA Expo (CE integrators) Sept. 7-10, Indianapolis www.cedia.net/expo ISC West (security) April 5-7, Las Vegas www.iscwest.com
息 2010 EH PUBLISHING Thank You Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson

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101118.Agetek.Grandcare.Webinar.Understanding Cepro Channel11 18 10

  • 1. 息 2010 EH PUBLISHING Home Technology Integrators Understanding the Channel Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson
  • 2. 息 2010 EH PUBLISHING About Us CE Pro www.cepro.com Launched 1994 40,000 print subscribers 700k pv per month CEPro.com Audience: Low-voltage integrators Custom Electronics specialists Security dealers Audio, video, other low-voltage installers EH Publishing www.ehpub.com CE Pro (trade) Electronic House (consumer) Commercial integrator Electronic House Expo Research Plus: Robotics, Pro Sound, Logistics
  • 3. 息 2010 EH PUBLISHING Agenda The people: Understanding the CE pro The custom business: size, scope Distribution: How CE pros buy product CE pros and the Agetek market Why/how to get involved with CE pros Moving forward: CE pro and Agetek
  • 4. 息 2010 EH PUBLISHING What is a CE Pro? Custom Specifies, sells, installs, integrates and services Electronics specifically for the home Home automation Home theater Distributed audio and video Lighting control Security Energy management Remote home monitoring & management Home networks Telecom Professional High touch Long-term service contracts
  • 5. 息 2010 EH PUBLISHING What is a CE Pro? AKA Custom Electronics Professional (CE Pro) Home Systems Integrator CEDIA Dealer Home Automation Professional Electronic Systems Contractor (ESC) Custom Installer A/V Specialist Low-Voltage Guy Home Technology Integrator D/I (Dealer/Installer) CI (Custom Installer)
  • 6. 息 2010 EH PUBLISHING CE Pro Purchasing Power # of firms $ value of product purchased "Market Size" billed value of installations 2005 13,500 $4.8 billion $12 billion 2006 14,637 $5.3 billion $13.5 billion 2008 13,173 $6.3 billion $15.7 billion 2009 12,119 $5.5 billion $13.7 billion Source: 息 EH Publishing 2010 Custom Electronics Installation Business Survey (CEIB) www.cedataonline.com
  • 7. 息 2010 EH PUBLISHING Company Revenues 2010e Revenues 2010e % Integrators < $250k 30% $250k - $500k 18% $500k - $1M 15% $1M - $2.5M 20% $2.5M - $5M 10% $5M - $10M 4% > $10M 3% MEDIAN $567,000 AVERAGE $1,602,500 Source: 息 EH Publishing CEIB 2010
  • 8. 息 2010 EH PUBLISHING Typical Job Size & Volume 2010e 2011e MEDIAN 25 35 AVERAGE 95 114 2010e 2011e MEDIAN $15,000 $17,500 AVERAGE $26,676 $34,631 Revenue Per Installation Number of Installations Source: 息 EH Publishing CEIB 2010
  • 9. 息 2010 EH PUBLISHING Reach Dedicated CE pros touch more than 1.3 million homes per year --- Larger community touches 5 million+ --- Very long term relationships Customers for life Source: 息 EH Publishing CEIB 2010
  • 10. 息 2010 EH PUBLISHING Business Sectors High-end integrators [2,000- 3,000 dealers] Low-volume, high-cost installations 5-20 homes/year $50,000+ installations Install : highly integrated, all subsystems, extensive home theaters Mainstream integrators [8,000 12,000 dealers] 40-200 homes/year $8k - $40k installations Install: mass customization, all subsystems; modest theaters High-volume integrators [2,000 3,000 dealers] 300 1,000+ homes/year $2k - $10k installations Install: infrastructure wiring, security, distributed audio, lighting control, energy management, surround sound systems Shift expected due to ADT, others entering home control business Source: 息 EH Publishing
  • 11. 息 2010 EH PUBLISHING Business Sectors Home theater specialists [1,000 2,000 dealers] 5 25 homes/year $10k - $1,00,000+ Install types: Mostly single-room theaters, from fairly modest to ultra-high end High-volume specialists [50,000-75,000 dealers] Single area of expertise but other low-voltage attachments Security dealers Electrical Contractors AV Retail IT Source: 息 EH Publishing
  • 12. 息 2010 EH PUBLISHING What CE Pros Install Source: CE Pro Reader Survey, 2006 34% 46% 70% 44% 61% 51% 58% 74% 74% 75% 27% 46% 46% 72% 76% 65% 71% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Central Vacuum Systems HVAC Controls Home Automation Systems Burglar & Fire Alarms CCTV Computers and Monitors Telephone Systems Netw ork Hubs/Routers Wireless Netw orking Structured Wiring Systems In-House Gaming Systems Home Theater Furniture/Seating Satellite TV Systems Home Theater Receivers Flat Panel Displays Audio Hard Drives/Media Servers Distribution Amplifiers In-Wall, In-Ceiling Speakers % of Dealers That Install Audio Video/Theater Networks, Telecom, IT Security Controls
  • 13. 息 2010 EH PUBLISHING How they Buy Percentage of Products Bought Through: Direct from Manufacturers 47% Distributors 42% Electronics/Appliance Retailers 6% Building/Home Supply Retailers 6% Source: 息 EH Publishing
  • 14. 息 2010 EH PUBLISHING Wholesale Channels National Distributors Multi-location Single location Regional Distributors Regional Distributor Groups Rep Distributors Buying Groups
  • 15. 息 2010 EH PUBLISHING CE Pro Growth Markets In which of the following areas will your company likely see growth in the next 12 months? Source: 息 EH Publishing CEIB 2010
  • 16. 息 2010 EH PUBLISHING CE Pros & Aging in Place Electronic House Expo 4 years with Home Health Technology Pavilion First educational track for home health 2010 [SRO] CE Pro magazine Enhanced coverage Wildly popular Webinars
  • 17. 息 2010 EH PUBLISHING Why CE Pros Embrace AIP Mkt Customers for life are aging Demographics are there Resolve from government, insurance cos New outlets for their existing skillset Customer base Service infrastructure Core tech competencies: automation, lighting, security, communications, audio, video CE Pro & EHX are relentless
  • 18. 息 2010 EH PUBLISHING What CE Pros Do Know Demographics Government, insurance companies investing in independent living PERS Grandcare Closeby Networks (Control4) That guy that Julie always writes about (Jason Ray, SimplyHome) EHX is doing home health technology We gotta be in this space
  • 19. 息 2010 EH PUBLISHING What CE Pros Need to Learn Who are the decision makers? Who pays? Government, insurance reimbursement Vertical markets Which trade shows to attend Best organizations to join Product choices and opportunities Liabilities
  • 20. 息 2010 EH PUBLISHING Beyond Whole-House Care Lighting for the elderly Single-purpose devices PC-free email senior-friendly computers Communications/videocon Music
  • 21. 息 2010 EH PUBLISHING Who are the Players & Payers Consumers themselves Caretakers family Caretakers professionals Visiting Angels, Comfort Keepers, Family Caregiver Alliance, Geriatric Care Managers Homeowners Associations (HOA) MDUs & other master-planned communities (55+ active adult) Physician Practices Family medicine, psychiatriasts, gerontoligists Rehabilitation Senior Housing Assisted living facilities, nursing homes, continuing care retirement communities (CCRC) NAHB CAPS professionals
  • 22. 息 2010 EH PUBLISHING Why CE Pros are Good for AIP Vendors Touch 1.3 - 5 million+ homes/year CE Pros spec the products (or highly influential) Technical competency in key categories Reduce tech support burden on vendors High touch, customers for life Ensures optimal consumer experience, from install to training the customer Access to and influence with homebuilders, developers, architects, interior designers, others Excellent feedback for product development
  • 23. 息 2010 EH PUBLISHING Advice to AgeTek Vendors Recurring Revenue?! Training Dealer programs Explore distribution Industry trade shows & associations Form factors: Think equipment rack & entertainment centers
  • 24. 息 2010 EH PUBLISHING 2011 Trade Shows & Events CES (CE retailers) Jan. 6-9, Las Vegas Silvers Summit & Expo www.cesweb.org Electronic House Expo (CE integrators) March 17-19, Orlando, Fla Seniors Pavilion and AIP curriculum www.ehxweb.com CEDIA Expo (CE integrators) Sept. 7-10, Indianapolis www.cedia.net/expo ISC West (security) April 5-7, Las Vegas www.iscwest.com
  • 25. 息 2010 EH PUBLISHING Thank You Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson