Building with light glass blocks - forward tasmania - Window Energy Rating Scheme
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economy
how many houses does
australia need to build?
legal
keeping it in the business
people
a clearer view summer 2014 are you really listening?
building
with light
glass blocks
forward
tasmania
sustainable school
of thought
support your awa supplier members AWA Supplier Members support our industry. Visit awa.org.au and use the ‘Advanced Search’ Let’s get together and support them. feature for your product and service requirements. Images courtesy of Hanlon Windows, Azuma Design, AW Window Transport and Viridian Glass. Get the new app from the Australian Window Association. From your mobile phone or tablet device, access: • WERS • Key Messages • AS 1288 Glass Selection Tool
11
features
awa board nominations
represent your industry in 2015
12
case study
forward tasmania
30
ask an expert
choosing glass for your home
this
Cover Twin Chainwinder.indd 1
02 10/11/2014 10:23:17 AM
regulars 16
summer chairman’s words doric racing
04 18
member profile legal
glass block keeping it in the business
international
20
06 marketing
compliance 7 steps to advertising success
parliamentary
friends of
manufacturing
24
news
windows magazine is a
quarterly publication
08 28
from the Australian people matters
products
Window Association
are you really
cover listening?
Narrabundah ACT 32
Monaro Windows
directory
Page 24
14
contents page economy
DN400 Twin Chain Winder
Doric Products
how many houses
does australia need
magazine design to build?
Stephanie Grigg
www.awa.org.au
info@awa.org.au
Sydney Melbourne
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chairman’s | words
W
elcome to the Summer edition of Windows. Whilst South Australian non-residential activity
As another year has simply flown by! continues to decline, all other states and territories
are bouncing back or enjoying moderate growth with
It appears we are starting to feel the initial a national aggregate forecast in expenditure pushing
uplift in the market. With residential expenditure still through $35 billion in 2014 to just below $40 billion by
forecast to grow at an annual growth rate of 2.3 per 2022. Great news for those members of the AWA who
cent, this upturn in expenditure will result in strong operate in the commercial sector.
growth in the residential building and renovation
sector before moderating around 2017 to 2019. Add to So with an encouraging outlook for 2015, on behalf
the mix interest rates at a record low, our businesses of the AWA Board of Directors I’d like to wish all our
are going to continue to experience an increase in members a Merry Christmas and a prosperous New
michael
demand for manufacturing capacity. So now’s the time Year. I also ask that you join with me in thanking the
o’keefe to get your ‘house in order’! great team at the AWA for their excellent work and
efforts during 2014.
Chairman Additionally, non-residential expenditure is also
of the Board forecast to show moderate growth in the short to Enjoy your well-earned end-of-year break, and we’ll
medium term, with spending in health and aged care, see you next year.
accommodation and entertainment driving much of it.
W
elcome to the final edition of the magazine are also forecast to improve in 2015 to a lesser extent,
for 2014. The year seems to have passed with an estimated 15 per cent growth.
by in a blur, with the AWA busy responding
to members’ needs and our members busy with the The Queensland/Northern Territory residential work
improving market and the work that brings. dropped considerably in 2013-2014 but is set to more
than recover next year with over $2 billion of work
Recent reports show the value of building construction in the pipeline. Unfortunately, the picture is not as
activity in Australia is in an upward trend, with clear for Western Australia and South Australia with
residential leading the charge. This is by far Australia’s residential construction starts with individual houses
biggest building sector and is forecast to grow by 13 still outnumbering apartments and units.
per cent, but the stories vary from state to state.
tracey Please remember that it is that time of the year
gramlick New South Wales, including the Australian Capital again for AWA board nominations and Scholarship
Territory, appears to have the busiest and strongest applications. You will find information regarding both
Executive growing residential building market, particularly in inside.
Director the multi-unit area. Next year, it will account for 30
per cent of the national market and it has the most I would also like to wish you and your families a merry
consistent upward trajectory. Victoria and Tasmania and bright Christmas and, importantly, a prosperous
2015.
W
ell, here we are already at the Summer valuable commercial information and David Esler
issue of Windows, our final edition for 2014. continues his communication series with, ‘Are you
I would like to take this opportunity to really listening?’.
sincerely thank all of our advertisers and contributors
to Windows this year. Your continued support has Our 2015 Scholarship program is now open for
certainly improved the content and appeal of our submissions. Make sure to apply if a family member
magazine. is eligible. As always, we have case studies, new
products, news and AWA directory sections.
This edition includes a great member profile on
Glass Block Constructions in Western Australia, Don’t forget to download a copy of the media kit for
Tracey Gramlick continues her articles on the fight 2015 and ensure you submit your case studies, news
gary smith and new products for each edition of Windows. Visit
for industry compliance, Viridian look at choosing
glass for your home and Harley Dale discusses the www.awa.org.au and look under the News tab.
Marketing &
question, ‘How many homes does Australia need to
Communications I wish everyone a very merry Christmas and a
build?’. Don’t miss important legal advice from Bryan
Manager wonderful New Year.
Pickard regarding the steps you should take to protect
2 Australian Window Association Summer 2014
Summer 2014 www.awa.org.au 3
member profile | glass block technologies international
Glass
Blocks
building with light
A new wave of glass block
designs and technologies offers
unlimited opportunities to
creative designers.
Glass blocks have been used for niche architectural features since the
1850s. Thanks to renewed interest in creative design involving light and
texture, this fascinating product sector is enjoying a renaissance.
W
ith the availability of an immense Ian’s retirement 12 years ago. Distribution E glass between the two halves which are
range of colours, textures, arrangements are in place to service the then filled with argon gas on both sides,”
finishes, thermal performance needs of clients in Australia, New Zealand explains Bill.
characteristics, light transmittance and noise and as far afield as Eastern Europe, France,
insulation options, these multifunctional the Middle East, India and Africa. In this regard, glass blocks can function as
blocks are a stylistic treasure trove for mini Insulated Glazing Units (IGUs) on outer
walls or as more decorative elements of
inventive glazing and building professionals. about the blocks
interior spaces like bathrooms, kitchens or
One of Australia’s pre-eminent suppliers Historically, glass blocks used for feature walls.
of glass blocks, Glass Block Constructions, architectural applications in Australia
Perth, Western Australia, is at the cutting have been of a uniform size of 190 x 190 x Outcomes are limited only by one’s
edge of glass block applications for both 80mm, which Bill says is an optimal size to imagination. “For example, we have 327
commercial and domestic settings. ensure strength, quality and evenness of different blocks in our range,” Bill says. “That
construction. However, larger or smaller sizes includes a huge selection of colours and
Managing Director, Bill Burke, started the are also available for particular needs. patterns of different configurations, including
company with business partner Ian Judge in corner blocks.”
May, 1980. Over the ensuing decades, the “Each block is made of two halves of
company evolved into a specialist enterprise pressed glass,” Bill says. “The halves are applications
dealing with all aspects of glass block supply annealed to stop the stressing then they
and installation. Operating from a dedicated are joined together under extreme heat. Glass blocks are not designed to function
warehouse and showroom built in Malaga This gives them a partial vacuum to prevent as structural or load-bearing features.
five years ago, the business is now run solely condensation. There is even an ‘energy Nevertheless, modern installation
by Bill and a team of expert staff, following efficiency’ range consisting of a sheet of Low techniques allow for glass block features of
considerable size and sophistication.
4 Australian Window Association Summer 2014
“With our silicone installation system, which residential uses are now becoming more As a means of harnessing natural light while
has a stiffener bar between each course, adventurous with the selection of vibrant maintaining privacy, adding visual interest
either horizontally or vertically, you can go colours or patterns consisting of differently to a property and diversifying mainstream
externally to 10 metres (i.e. 52 linear glass coloured blocks.” glazing features, glass blocks have the
blocks) in height,” Bill explains. “And based capacity to deliver a ‘point of difference’ in
on restrictions to do with wind loading, it is In terms of finishes, customers can choose an energy-efficient manner.
possible to go perhaps three metres or 3.4 from an array of traditional patterns
metres wide.” or configurations designed to allow for For more information, contact
directional lighting (towards a ceiling, for Glass Block Technologies International/
Designers, however, should be aware of instance). Glass Block Constructions (Aust) Pty Ltd
dimensional caveats due to fire rating www.glassblockconstruction.com
restrictions: “With mortar, you can only go Floor and ceiling paving made from glass
six metres in any one direction because blocks is also becoming increasingly popular
of the expansion between the mortar, the as a means of illuminating unavoidably dark
steel reinforcing and the glass. But with fire spaces.
ratings, we are restricted to a maximum area
Glass Block Constructions can advise clients
of nine square metres.”
on the multitude of products now available
Within these parameters, there is still plenty to achieve aesthetic and performance
of flexibility to achieve design outcomes goals. The company can also recommend or
of originality and artistic flair. Bill says, oversee professional installation processes
“Commercial applications tend to use for long-term satisfaction in different
plain clear or frosted glass blocks, whereas applications and climatic conditions.
Summer 2014 www.awa.org.au 5
compliance | tracey gramlick
tracey
gramlick Parliamentary Friends
AWA Executive
Director of Manufacturing
O
n 29 October, co-convenors, I spoke about the building products My main points, when I honed in on windows
Senators John Madigan and Nick sector that we, as the AWA, interact with and glazing, included:
Xenophon, invited the AWA collectively. The window industry represents • The ability for windows and doors to
to attend the inaugural meeting of the approximately 16,000 employees and withstand site wind pressures and resist
Parliamentary Friends of Manufacturing - contributes $5-6 billion to Gross Domestic water penetration is crucial to their
extending me the privilege of being their first Product (GDP); the Building Products longevity and amenity.
speaker. Innovation Council (BPIC) members
represent approximately 160,000 employees • The use of appropriate glass being crucial
The Senators invited parliamentarians, staff contributing $50-60 billion to GDP and the to human safety and vital for energy
and key industry representatives to join Furniture, Cabinetry, Joinery Alliance (FCJA) efficiency.
them to find the answers to the big questions represents another 130,000 employees • Failure can be glass breakage, excessive
facing our manufacturing sector: What is the contributing $30-40 billion to GDP. water damage, gross deflection, hot
biggest hidden threat to our building and box effect – often leading to irreparable
construction industry? What are the factors damage to the building envelope, people
that make some companies successful and getting cut (even fatally) or running costs
others not? What are the global trends that prohibitively high.
are working in Australia’s favour?
This is a combined product • Companies testing to standards and
The attendance numbers were higher than industry sector total of undergoing audits realise much higher
expected and I was asked to specifically costs to comply than those that don’t,
approximately 275,000
highlight the issue of compliance within the with non-compliant products not being
building sector and the impact of low cost employees that contributes picked up until an event occurs.
non-compliant products on our conforming approximately $85 billion to • The growing number of fraudulent
manufacturers. Identified in 2004 as an
GDP. documentation that is hard for surveyors
emerging issue, the supply and use of non- to identify. Many overseas laboratories
conforming building products is considered are now testing to Australian Standards
to have now reached the point of market but their reports have identified major
or systemic failure, with the potential for testing and reporting flaws.
significant replacement and rectification
of newer buildings, fixtures and fittings by Image: John Madigan opens the meeting in • In 2003, with almost 300 member
2020. Parliament House companies, the AWA received three
6 Australian Window Association Summer 2014
requests a year to deal with product or installation issues.
In 2013, with more than 600 member companies, the AWA
received three requests a week.
• The issue is getting worse, not better, and more compliant
companies are closing as they can’t compete.
• We have a robust National Construction Code with the
BCA, so we don’t need more regulation. We have Standards
and verification paths and some associations, like ours, have
accredited inspection agencies with mandatory audit processes.
Work is being done. In fact, the industry is working as a collective as
never before. We have the AiG report and AiG working committees
to identify solutions to governments and industry. There is now the
APCC Procurement Guide to minimise the risk of purchasing non-
conforming products. Political engagement is active with a pending
round table between industry leaders and the Department of
Industry. The MBA has run a forum and achieved QLD Government
(QBCC) on line support. Joint FCJA and AusIndustry industry
leaders’ forums are still running in major cities. We are pursuing
facts and figures from states and territories, we are educating and
we are communicating.
I believe what is not working for the building and construction
industry includes:
• The current system.
• Voluntary industry compliance.
• Clear, consistent understanding of minimum requirements by all
players.
• The increasing reliance on paperwork.
• The decreasing reliance on site inspections.
• A receptacle for documented issues that can and will be dealt
with by a body with authority.
I believe what we need to pursue includes:
• Policing of conformance to current regulated requirements.
• Penalties for not complying.
• Responsibilities defined at point of sale and certification.
• Equity, or what we commonly term a ‘level playing field’.
• Licensing.
• At a minimum, regulatory or government endorsement of
accredited industry schemes.
Rest assured, the AWA will remain at the forefront of this and keep
you abreast of outcomes.
I would be remiss to conclude without noting the other guest
speaker for the event, Peter Roberts, who is a leading journalist.
In 2013, he founded the LinkedIn Australian Manufacturing Forum
which is now the country’s largest social media networking and
discussion group focused on the manufacturing sector. Peter
gave a splendid presentation about talking up the manufacturing
industry in Australia, its abilities and innovation, and provided
some wonderful overviews of Australian companies doing some
incredible things.
Summer 2014 www.awa.org.au 7
HALF VERTICAL - AZUMA TESTING KIT.indd 1 10/10/2014 1:30:26 PM
people matters | david esler
Are You
Really Listening?
David Esler
Principal
Kaizen Executive
I
n the Spring edition of Windows, I talked cannot focus on what our customers are for changes in voice tone. It takes a whole
about sales professionals either not asking saying because we are still trying to process lot more effort to listen than it does just to
the right questions or asking questions what happened at the last sales call or the hear. It has also become a rare gift; the gift
that really do not add value to the required discussion we had between sales calls on the of slowing down and taking time to listen
outcome or their customers. But what is phone. What we end up doing is just hearing properly.
even worse than that? Yep, that’s right, what our customer says but not really
asking a very good or well crafted question listening and understanding what they mean This is all nice information, but what does
and not listening to the answer. A number of or are searching for. Yep, I know. You’re it mean when selling? When actively
you are shaking your head and asking, ‘how saying, ‘so what is the difference?’ listening, we build relationships faster, solve
could that happen’? Whilst the majority of us problems more quicky, understand issues
(including me, I might add), are nodding our Hearing, quite simply, is a passive process in more detail, resolve conflicts with more
head and saying quietly to ourselves, ‘yep, that occurs without paying any attention ease and improve our ability to react to our
I’ve done that before’. How do you feel when at all. You may hear something, but you customer’s needs and requirements in a
you mentally arrive back and tune into your are really not listening; a technique used more efficient way. Wouldn’t it be great to be
customer, only to find them looking at you in extremely well at home when our partners able to do all this just by changing one thing
anticipation of engagement regarding their are telling us something they think is you do, listen more?
answer and you do not even know what the important and we are trying to relax after a
hard day at work. Also, to understand the type of customer
answer was! Doh!
we are working with, we need to listen for
In the high tech, high speed and high stress Listening is different. It is an active, yes the key to how they learn and understand
sales environment we work in, it is easy to active, process involving both mental and information. Most people have one more
have too much information going through observational behaviour that includes dominant learning style and they will let you
our brains. At times, we almost overheat and watching the person if they are with you, or know this through the way they answer some
if you are talking over the phone, listening of your questions. They are:
For more information, contact David on 0420 905 580 or visit his website at www.kaizenexec.com.au
8 Australian Window Association Summer 2014Auditory
These types of customers learn through listening and think in words rather than in pictures.
They will process information better through discussions and talking things through. From the
seller’s perspective, we need to be listening for clues, such as statements like:
• I hear what you are saying...
• Tell me more about...
• Can you please explain...
Visual
A customer who is a visual learner will engage through seeing and thinks in pictures. They
will either need to create a vivid mental image of the product or service and/or be shown. To
engage them, use presentations, pictures, videos or practical samples. The clues for these
types of customers will be statements like:
• I see what you mean...
• Show me how to do that...
• Will it look like...
Kinaesthetic
This type of customer will engage and learn through activity or doing. They will process
information by interacting with the product or service they are seeking. They also need to
get a sense of ‘feeling’ for what they want to purchase. Your clues for this type of buyer are
statements like:
• I would have to experience
that to...
• Can I get a grasp of that
concept before...
• Would you mind if I tried that...
Having a keen understanding and listening Lastly, my top five tips for developing active listening skills:
for these clues will not only help you in 1. Always keep an open mind and focus on your customer.
determining what type of customer you are
trying to engage and sell to, but also what 2. Listen to the words and try to picture what they are saying.
method or approach you may want to use. 3. Ask questions to clarify and to show you are listening.
This will build rapport quickly and have
4. Don’t interrupt or propose a solution early; sit tight.
your customer actively involved in the sales
process. 5. Pay attention to what is not being said, the non verbal clues.
Stay tuned. I will talk more about these non verbal clues in the next edition of Windows
Magazine. Happy selling.
Summer 2014 www.awa.org.au 9The 2015 Australian Window Association Scholarship
Program is now open.
The Scholarship is a one year, non-renewable scholarship
Award
of $2000 towards an engineering, technical or design field
of study or apprenticeship. The Scholarship may be used at
any accredited college, university or vocational technical
institution in Australia.
The AWA Scholarship Program was established to provide
Purpose
the families of employees of Australian Window Association
members with an opportunity to obtain financial aid for
higher education and to encourage the growth of the
building products industry. This scholarship was also
established to indirectly support educational institutions
nationwide.
To be eligible, students must intend to commence tertiary
Eligibility
or vocational study at any level of university, accredited
non-profit college or vocational technical institution in 2015.
2015
Students must be dependent children of employees of AWA
member companies in good standing.
Australian Window Association
For more information and to download an application form,
Scholarship Program
visit the Members Only section of the AWA website:
www.awa.org.au/members.
Applications Open Applications must be submitted by January 30, 2015.
The scholarship will be awarded by February 27, 2015.
AWA
WISHES EVERYONE A
MERRY
CHRISTMAS
& GOOD HEALTH &
HAPPINESS IN 2015
10 Australian Window Association Summer 2014board nominations | awa
Represent Your
Industry in 2015
The AWA represents the interests of Australian manufacturers and
fabricators of residential and commercial window and door products
and their component suppliers.
T
he AWA is a co-operative run by its Composition of membership may be disadvantaged
members, large or small. Any member if they do not have representation
Board of Directors
can influence the direction of the on the Board of Directors. The
Association by nominating themselves for 10.1 The Board of Directors shall appoint appointment shall be for such
the Board of Directors. Board members are a Board Nominating Committee to period and on such terms as the
expected to commit to attend meetings, ensure that the composition of the Board considers appropriate in the
take an active role in projects and sub- Board of Directors is maintained in circumstances.
committees and to travel at their own accordance with these Rules.
expense. 10.5 No two Board of Directors members
10.2 The Board of Directors shall be can belong to the same body
Nominations for 2015 will open in December composed as follows: corporate, company, corporate group
2014. Voting opens 23 February 2015 and or similar.
(a) Eight shall be members who have
board members will be announced at the
qualified for membership by virtue 10.6 In the event that the Director
Annual General Meeting on Monday 2 March
of being Manufacturers; is not a natural person (such as
2015.
(b) Two shall be members who have a body corporate, company or
In 2015, there are five seats vacant: qualified for membership by virtue corporate group) then that directors’
• Two seats for East. of being Suppliers; representative on the Board of
Directors must be the Chief Executive
• One seat for West. (c) The Executive Director.
or other executive director of that
• Two seats for Suppliers. 10.3 Further to composition of the Board Director.
of Directors as provided for in Rule
If that representative is not available
How to Nominate 10.2, a geographical balance must also
to attend any meeting of the Board
be maintained, namely by drawing a
Nomination forms will be available on the of Directors, then the Director may
representative number of directors
AWA website from Monday, 8 December deputise another person to act as its
from Australia as follows:
2014. Nominations close on Friday, 20 proxy, on the basis that the person:
February 2015. For more information, visit (a) Northern Australia (QLD, NT)
(a) Is of sufficient seniority and
www.awa.org.au or contact the national (b) Southern Australia (VIC, SA, TAS) experience within the Director for
office on (c) Western Australia (WA) that person’s contribution to the
p: 02 9498 2768 e: info@awa.org.au meeting to be of value; and
(d) Eastern Australia (NSW, ACT)
(b) Has the Director’s proxy to act
10.4 The Board of Directors may appoint with the authority of the usual
additional directors where it representative.
considers that particular sector of the
Summer 2014 www.awa.org.au 11case study | aluminium industries
Forward
Tasmania
sustainable school
of thought
I
n February and March, University of engineers researched and modelled the cold around the frame.
Tasmania students unpacked their bags apartments to meet those standards. They
and made themselves at home in the placed emphasis on insulation, windows and Preliminary testing indicates the energy
newly completed Newnham Apartments in façades to keep the rooms cool in summer efficiency performance of the building is as
Newnham, Tasmania. GP Glass fabricated and warm in winter. they expected.
the thermally broken aluminium window
GP Glass fabricated and installed the “We were trying to get a five star green star
and door systems for the 180 apartment
aluminium window and door systems for building,” Andrew said. “And were able to
complex.
the apartments. To meet energy efficiency achieve some of the Energy outcomes.”
GP Glass worked with managing contractors, performance standards specified for the
Elements related to construction, the short
Fairbrother, on the $16.8 million project, one apartments, GP Glass needed a thermally
time frame of the project and geographic
of four the University has undertaken as part broken window system with Low E double
distance, ultimately cost the project the five
of the National Rental Affordability Scheme glazing.
star rating.
(NRAS), an initiative to create low income
housing options. They chose the U-MAX™ 100 front double
“Being that we were in Tasmania, it was
glazed suite with an awning sash, a unique
quite difficult to get recycled materials and
Reflecting the University’s commitment to arrangement for this particular product
the transport,” Andrew said. “So it was not
best-practice sustainability was a critical consisting of a fully revealed window,
necessarily the energy efficiency that cost
element of this project and drove the design factory glazed with a captive wedge system.
us in the end, it was more about timing and
and construction standards. The exciting part about the system, from
being so far away from the mainland.”
a fabrication and manufacturing point of
“It was always our client’s intention that, view, is that the work is done in the factory, Electric heaters were installed in the rooms,
where possible, with things like windows making it a lot less labour intensive than however, they were reduced in size due to
and insulation, that we maintain the green work completed on site. the temperature control achieved in the
star principles,” said Andrew Blackberry,
apartments through insulation, windows and
Engineering Solutions Tasmania. “And we’ve In this configuration, the timber reveal aids
façade.
done that through the project.” in the overall performance of the window
system (by allowing for sealing of the sides), In addition to meeting their commitment to
Although not a five star green star rated reducing gaps, airflow and radiating heat and sustainable building practices, the University
building, the project’s architects and
12 Australian Window Association Summer 2014DOOR and
WINDOW
wanted this project to engage the Tasmanian construction
community. The tender was only open to local companies.
Fairbrother awarded the contract to GP Glass due to their
ability to meet the requirement for thermally broken systems.
Brian Imlach of GP Glass began his career in the industry in 1969 REPLACEMENT HARDWARE
as an apprentice joiner at Joinery Products Sales (JPS). GP Glass
was established in 2004 when the glass and aluminium division
of JPS was separated from the joinery division. From modest
beginnings, GP Glass developed to become one of Tasmania’s
largest window and door manufacturers. Today, GP Glass leads
with energy efficient thermally broken framing systems.
EDGE Architectural Glazing Systems, a division of Aluminium
Industries, developed and manufactured the U-MAX™ thermally
broken framing systems. The research and development team
at EDGE Architectural provided GP Glass with comprehensive
documentation and testing data validating the thermal
performance of the frames. In turn, GP Glass supplied the
design, engineering and construction team working on the
apartment project with information illustrating how their
fabricated windows and doors could meet the required energy
efficiency and insulation standards.
Modern and private, these self-contained single occupancy
studio apartments boast their own kitchen and bathroom.
Located on the northern end of University’s Newnham campus,
the complex is grouped into four three-storey buildings, with
courtyards and pathways linking them.
• Screen Wire, Supplies, and Tools
• Storm Door and Window Supplies
• Commercial Door Hardware
• Insulating Glass Supplies and Tools
• Patio Door Hardware
• Home Security Hardware
• Residential Window Hardware
• Shower Enclosure Hardware
The Newnham project represents the first of four the University OVER 700 PAGES OF DOOR AND
is to complete as part of the NRAS scheme. The West Park WINDOW REPLACEMENT HARDWARE
Apartments, with 40 apartments in Burnie, are scheduled for Get our new 83R DWH DOOR and WINDOW
completion in January 2015. The Inveresk Apartments, with 120 REPLACEMENT HARDWARE Catalog.
Order, View or Download at crlaurence.com.au
apartments in Inveresk, and the Melville Street Apartments, with
430 units in Hobart, are scheduled for completion in 2016.
AUSTRALIA
A ®
crlaurence.com.au
JAB297B_3/14
Engineer: Engineering Solutions Tasmania C.R. LAURENCE OF AUSTRALIA
Glazier: GP Glass
PHONE: 1 800 424 275 FAX: 1 800 813 013
Framing System: EDGE Architectural Glazing Systems
Summer 2014 www.awa.org.au 13economy | harley dale
How Many Homes
Harley Dale Does Australia Need
HIA Chief Economist
to Build?
I
t is widely accepted by a majority of expect everybody to be able to count this situation with the wide divergences of
companies, organisations and individuals accurately. To return briefly to the NSW possible economic growth trajectories, and
involved with the residential construction example – it is, frankly, insulting to the also considering the potential changes in the
industry that Australia accumulated a residents of the state to suggest there is an way households utilise housing, highlights
considerable shortage of housing over the adequate supply of housing available. that there are seemingly infinite possibilities
last decade (or a little more). That doesn’t for what Australia’s actual demand for new
mean there has been (or still is) a shortage We came to the view some time ago that home building could look like over this
of dwellings everywhere around Australia. a different perspective and approach is projection horizon.
Indeed, research undertaken by HIA required to assess whether or not the nation
Economics prior to the last Census showed is on track to adequately house its growing The research that HIA Economics undertook
there were many markets in Australia that and ageing population in the decades over many months has taken the challenge
were not undersupplied. ahead, irrespective of what one makes of of recognising this vast array of outcomes
the starting point. In the Foreword to the ‘by the throat’, so to speak. The research
Australia has, however, recently come out of research HIA Economics recently released ultimately yielded an extensive database
the longest aggregate trend decline in new reflecting this new approach, I highlighted of possible scenarios in terms of new home
home building activity in its post war history. the following point: building activity over coming decades, all
This decade plus experience incorporated or some of which can be made available if
a considerable period of time when the It is not about ‘where we are’ or ‘where required. The analysis has been conducted
rate of population growth in Australia was we have been’, the focus needs to be on at both a national level and for each state
accelerating. This was also a period, not meeting the future demand for additional and territory. The model allows for further
coincidently, when the new home building housing. disaggregation to be undertaken. That’s
sector and the wider housing market in New enough bedtime reading and research to
This new research, Housing Australia’s
South Wales (NSW) suffered considerable keep somebody awake (or maybe help them
Future, plugs a gap left by the now
weakness. New dwelling commencements in get to sleep) for many a year.
disbanded National Housing Supply Council.
NSW fell to a recessionary level in 2005 and
Namely, one of the Council’s remits was The Housing Australia’s Future report, which
remained there for six out of the subsequent
to quantify the stock of dwellings that the was released on 12 October, represents
seven years.
nation will require to house the population in the starting point of the deeper story. It is
That NSW experience is the unfortunate the future. an accessible report because it makes an
catalyst for many involved with the assumption regarding how many people
To have a successful stab at this
industry understanding the meaning of the there will be per household and from that
quantification, which we believe we have
words ‘housing shortage’, not to mention base narrows the analysis down to a range of
done, it is important to recognise a couple
comprehending the adverse consequences possible new home building levels.
of starting parameters. Firstly, there is a very
this situation brings with it.
wide range of possible population growth Allowing for variation in the rate of
Not everybody agrees that Australia had/ trajectories Australia could experience over population growth and growth in real
has a housing shortage. I suppose we can’t the years to 2050. Secondly, overlaying household income, while leaving the number
14 Australian Window Association Summer 2014of people per household constant, the In 2013/14, Australia commenced 180,648 The responsibility of addressing this
report suggests that the average number dwellings, so we nearly got there! challenge rests with governments of
of homes required to be built each year Unfortunately, a match of this kind between all levels. Federal, state and local level
between now and 2050 lies within a range of what we need to build and actually build governments need to implement policy
135,795 (see Series C in the table below) and (or near-match to be totally accurate), is settings that will enable alignment of
248,186 (see Series A in the table below). an aberration - throughout much of the demand and supply to persist over the long
last decade there was a considerable term by taking into account the variations in
The report finds that, in aggregate in 2013/14, mismatch between the level of demand demographic requirements for housing and
the additional housing demand required to for housing and the amount of new home the fluctuations in economic cycles. That’s no
accommodate newly formed households building undertaken. Indeed, over the last 20 easy task, but governments can sit back and
and the demand for additional housing from years the average number of new dwelling observe an accelerated decline in the growth
existing households implies there was a need commencements has been around 156,500. in Australians’ living standards if they’d
for the construction of between 182,000 and rather. I can’t imagine that latter outcome
187,000 homes. The magnitude of the policy challenge, ultimately securing political success.
plugging that housing supply gap, implied
Under this ‘likely median scenario’, around in the previous paragraph, is not universal Enquiries regarding this demographic research,
151,129 homes would provide housing for across Australia. The report illustrates that including the Housing Australia’s Future report
new households, while a remaining 35,626 fact very clearly and transparently. It is, (which is free to HIA members), can be directed to
dwellings would offset demolished homes nevertheless a massive national challenge to Kirsten Lewis on 02 6245 1393 or k.lewis@hia.com.au
and satisfy the demand for additional confront.
housing attributable to a rise in real
household incomes. That gives you a ‘base
case’ scenario of 186,391 homes per annum!
population growth scenario
Series Series Series
A B C
Population in 2012 22,721,995 22,721,995 22,721,995
Population in 2050 41,939,543 37,593,636 34,349,728
Implied annual population growth rate 1.6% 1.3% 1.1%
Additional dwellings required per annum 195,293 151,129 118,164
required annual build rate
Low real income growth 212,924 168,760 135,795
Medium real income growth 230,555 186,391 153,425
High real income growth 248,186 204,022 171,056
Source: HIA
Summer 2014 www.awa.org.au 15doric racing
The Doric Racing family of drivers enters
the final part of the season on a high
after winning the Bathurst 1000 for the
second year running.
Touring Car Masters V8 Supercars
#18 John Bowe #5 Mark Winterbottom, #6 Chaz Mostert and #9 Will Davison
Doric legend and ambassador, John The Doric sponsored Ford Performance FPR team mate, Mark Winterbottom,
Bowe, continues to defy his age and Racing (FPR) went back to back at Bathurst had a challenging endurance season and
leads the Touring Car Masters series. with young gun Chaz Mostert and co-driver, is now second in points heading into the
JB, in his 42nd year of racing has won Paul Morris, making history by starting last last two rounds of the season. With the
races at Sandown and Bathurst. and finishing first in the 2014 edition of the championship a long shot, Frosty will be
Bathurst 1000. looking to finish the season on a high.
JB will be looking to seal his third
Touring Car Masters championship at In an intense and emotional battle, Mostert Doric ambassador, Will Davison, capped off a
the final round of the season at Phillip passed series leader Jamie Whincup on the great day for Doric at the Bathurst 1000 with
Island in November. Check out JB’s last lap to take his first Bathurst 1000 victory a fourth place finish, just missing out on the
facebook page to keep up to date with and cement his place as one of the sport’s podium. Will was also on track for a top five
all of his news. rising stars. finish at the Gold Coast but car failure put
an end to that result. Will sits tenth in points
as we enter the final straight of the season.
Support the Doric Racing family of
ambassadors by following Doric Racing
on Facebook!
www.Facebook.com/doricracing
All the best images are available on
Instagram, just search for ‘DoricRacing’
Images: (top) Chaz Mostert and Paul Morris
after winning the Bathurst 1000; (bottom) on
the track at the Bathurst 1000.legal | bryan pickard
Keeping it in
the Business
What can you do when your top Sales Rep leaves and Bryan Pickard
sets up down the road in competition to you - where
Greenhalgh
they take away your customers and beat your quotes for Pickard Solicitors
work? and Accountants
W
hen a person is an employee, the law requires that they must act in their
employer’s interest and, other than in the course of their employment, not
disclose their employer’s confidential information. These terms are implied
by common law into all employment contracts, except where excluded by agreement or
legislation.
Confidential information (sometimes referred to as trade secrets) can take many forms.
Traditionally, processes and formulae only known to the employer were regarded as trade
secrets. However, information about customers, sales, pricing, costing and accounts has come
to be regarded as confidential information.
An employee can be restrained from
For information to be regarded as The information will not be regarded as disclosing confidential information by using
confidential it must: confidential if it is: the implied duties in the employment
• Not be publicly available. • Trivial. If it is information that is contract while they are an employee. This
secret but incidental to the business includes information an employee may
• Be information that, if disclosed to prepare or collect in anticipation of leaving
a competitor, could cause real or and its use or disclosure would not
compromise or threaten the employer’s the employer. But what about the employee
substantial harm to the employer. who has left, gone to the competition down
business.
• Be information that the employer has the road and is using your customer lists and
taken steps to secure and employees • Information or know-how that an pricing information?
have been made aware that the employee acquires through the work
information is confidential. they perform for their employer. Courts will restrain an employee from using
• Information that can be obtained from a former employer’s confidential information
sources other than their employer. where it can be proven that the employee
has taken the information from their former
employer, and it is what the law regards as
being confidential. Proving that the former
employee has the information is often
difficult. While legal process provides a
means to obtain an order for searching for
the information, it is an onerous task and
opens an applicant for an order for damages
if the search or the restraint action is not
successful.
18 Australian Window Association Summer 2014E N T IAL]
FID
[CON
So what steps should you take to protect your valuable commercial information from
walking down the road with your former employees?
1. Have an employment contract that carried out by the employee such as review. This includes monitoring emails,
restrains an employee on leaving your sales or providing estimates to existing copying of files, lists and other documents
employment from approaching and customers. and transferring information from work
soliciting your customers or working for The restraint should be clear, computers to their own.
a competitor within your market area unambiguous and reasonable. It should 4. When the employee submits their
for a period of time. A restraint will be be negotiated before the employee resignation, cut off or limit access to
enforceable where it can be shown that commences employment and the computers and sensitive information.
it is not against public interest (in other employer should regularly remind Have them return any company
words to have a competitive market) the employee of what it regards as laptops, phones, and tablets. Keep the
and is limited to protecting a legitimate confidential information and the necessity information from those devices so if it
interest of the employer. to not disclose that information. becomes necessary, you can have the
In considering what is reasonable, a 2. Identify your confidential information. files examined to determine if they
court will consider the extent of the Make sure it is made available to those have been copied. If they use their
geographical area of the restraint, the who need it. Mark it ‘Confidential’. own appliances, have them provide an
period for which it will apply and the Conduct regular audits to see who has undertaking that they have deleted all
activities it restrains. The geographical access to the information and how it is employer information, software etc and
area should be no larger than the area of being used. not retained copies. Have them produce
your market. The time should take into the devices to check removal.
account the character of the confidential 3. Monitoring the employee, especially
when it appears they are becoming 5. Act quickly when you suspect breaches of
information that you want to protect, the employee’s confidentiality obligations
such as currency and use. The activities dissatisfied with their work, appear to
be applying for a new job or there is a and start gathering evidence.
restrained should be limited to the tasks
What if a director of the company has left and set up down the road and is using confidential
information taken from the company? There are provisions in the law regulating companies
that makes it an offence for a director to use their position for their own or someone else’s
advantage. It is also an offence if they fail to exercise their duties honestly and/or not in the
best interest of the company. Where a director commits an offence of this type, a civil claim
for breach of duty can be brought against them for loss sustained by the company and/or
restrain them from using the confidential information.
There is one thing that you should take away from this article. It is better to act to protect
your commercial information at an early stage than try to recover your business after the
employee has bolted.
Summer 2014 www.awa.org.au 19marketing | stephanie dale
7 Steps To
Advertising Success
Stephanie Dale
Managing Partner
DMC Advertising Group
A
1
dvertising is an essential for the Once this is established the trick is to
success of any growing business. So test against it. See if you can improve the Offer a Premium Version
often, however, businesses believe response ratio. Do not test with a completely
that they can’t afford to advertise or, worse different concept as this is too far removed Price isn’t always the main focus for
still, they create ad hoc campaigns and then from your control. Change the headline or your customers and clients. Often
wonder why they don’t work. The key to the offering. Make sure you can track the many will pay a higher price to receive
successful advertising is consistency. If you results effectively. a premium product or service. By
only have $1000, it is better to spend $100 adding a more flexible range to your
ten times than ‘blow’ the lot all at once on Small businesses have an advantage over products or services, you can boost
one major push without testing or qualifying big business – they can change quickly and your total revenue.
your market, your offering or even your respond to the demands of their customer
base in order to capitalise on the market Try combining a range of your
creative. products or services together in a
opportunities.
special premium package and offer
Test and measure is the key The trick is to avoid the many pitfalls that so it at a premium price. Value-add the
many companies fall into along the way. services so that the package you are
Always use your marketing budget wisely to
offering has an increased appeal to
test the waters and determine what exactly Advertising is a straight forward process. your audience without necessarily
works. This is done by establishing what is And when you follow the rules, you will gain costing you any more. For example,
called ‘a control’. This is the advertisement, success – step by step. Remember, though, it as an advertising agency we offer free
mail pack, email broadcast, social media rarely happens overnight. activity reporting with our website
message, press advertisement, radio or
packages and a free email broadcast
television commercial, or whatever medium To get you started, here are seven simple
announcing the launch of the new site.
you choose that gains results for you. It may steps to follow when putting together your
This offering gives us a competitive
be an existing one or one you have created. campaign. If you stick with them, you will be
edge and the additional costs are
The point is, this is where you start to well on your way to success.
minimal, however, the perceived value
measure your results. Record the responses,
to the customer is sufficient for them
feedback or ‘hits’ you receive from this
to view our proposal favourably.
advertisement – your ‘control’ piece.
For more information, contact Stephanie: t. 02 9912 4400 e. sdale@dmcadvertisinggroup.com.au w. www.dmcadvertisinggroup.com.au
20 Australian Window Association Summer 2014Be Brave
Be Unconventional
23 4
Be creative in your approach to
your marketing methods. Look for
unconventional marketing methods
to gain your customer’s attention. You
may discover some highly profitable
ways to generate sales and avoid
competition.
For example, send out your marketing
message on a mini CD that then links
through to the new section of your
Don’t Advertise Like a
Major Enterprise
Large corporations have large
advertising budgets which mean they
Put your Product
or Service on Trial
You will come up against people who
are unwilling to pay the market price
for your product but still want high
quality. And there are those who
are not interested in the quality and
are simply focussed on the price.
Try offering these customers a basic
version for an introductory price. You
are still able to make the first contact
with them which gets them into your
sales loop and protects them from
wandering off to your competitors.
can gain significant market awareness
website. Or, print your best small ad Once they have experienced your
7
through large scale campaigns. Small
on a postcard and mail it to prospects product or service (provided you
businesses can’t afford this approach.
in your targeted market. A small deliver a superior service), they will be
Instead small businesses need to
ad on a postcard can drive a high reluctant to leave.
have advertising campaigns that will
volume of traffic to your website or
guarantee sales NOW.
generate a flood of sales leads for a
very small cost. Do not be restricted Make a special offer to those people
by standard advertising practices – be responding to your advertisement and
bold. Remember you must capture the make it very easy for them to respond
attention of your target market and with a coupon, a 1800 telephone
Your Customers Are Your
6
‘wishy washy’ approaches will create a number or email address. The easier
‘wishy washy’ response. you make it to respond, the more Gold Mine. Start Mining
5
people will do so. Them!
Traditionally, your regular customers
are already supporters of your
products and services. They are
Co-Promotion familiar with your organisation and
Other non-competing businesses in happily use you. And yet, you are
your area will have the same customer probably overlooking them in the
profile as you. So why not help each advertising process. Take advantage
other out and halve the costs. Why not of the established relationship and
Size DOES Count offer your product as a promotional create special packages for existing
element for their customers. They customers. Broaden their commitment
Instead of having one large
look good and you are receiving much to you by introducing them to other
advertisement, run a number of
needed promotional opportunities. services and products that they have
smaller ones. You will get better
not yet experienced. Announce new
retention of your brand and people
products and services to them before
will start to recognise your ad. Some
you announce them to the general
of your smaller ads may even generate
market.
a better response than their larger
versions. Give your customers a reason to
promote you and they will become
your best sales team! Develop an
incentive for them to tell others about
the value of your products or services.
Stephanie launched DMC Advertising Group in 1996. It is a full service advertising agency and
production house including graphic design, web design, campaign development, corporate branding,
strategic development, copywriting, database management, relationship marketing, direct marketing,
mail production, print management and sales promotion development, software, and management.
Summer 2014 www.awa.org.au 2122 Australian Window Association Summer 2014
Summer 2014 www.awa.org.au 23
news
Narrabundah House
monaro windows
T
his architecturally inspired residential Adam Dettrick worked closely with the
home is located in Narrabundah, a highly experienced local window and door
small suburb of the Australian Capital manufacturer, Monaro Windows, to ensure
Territory (ACT). The surrounding leafy a perfect window and door solution for this
mature trees and vast bushland are the home. Elevate™ Series 704 Sliding Doors
backdrop for this amazing project. were used at the back of the property
to open the indoor living spaces to the
Adam Dettrick Architects were chosen to backyard. As the Elevate™ systems are
We’ve Moved design this home. The brief was to create
an open plan living space, whilst maintaining
custom made, this gave the architect the
opportunity to include a large custom sliding
privacy in the bedroom and bathrooms. door that takes up almost the entire back
As of 24 November 2014, our new Sydney The clients also required a home that wall of the home.
address will be: accommodated entertaining as well as being
easily closed off for privacy. ThermalHEART™ Series 726 aluminium
Australian Window awning windows were used above the
The architects designed this home spatially; thermally broken Series 731 Sliding Doors
Association it is defined by the separation of living areas to ensure cross ventilation throughout the
Pymble Corporate Centre from sleeping areas with a central hallway. home.
Suite 1, Level 1, Building 1 The prominent living area is shaped like
20 Bridge Street an angular ‘bow tie’ which is offset by a Sustainability principles and simple
Pymble NSW 2073 bedroom and bathroom wing separating passive design techniques underpin the
them from the main living spaces. The environmental performance of this home.
p. +61 2 9498 2768 garage, laundry and storage spaces are also The design incorporates good orientation,
f. +61 2 9498 3816 separated by a wing. sun shading, double glazing, heavy insulation
and non-toxic materials that combine to
The climate in Narrabundah is known for provide year round comfort and liveability.
its cooler temperatures year round. The The house design has strong order through
living areas open to the north at the rear, the use of materials yet softness through the
harnessing the winter sun and addressing an visible landscape and colour choice.
elegant eucalypt. The walls and roof extend
beyond the living areas at each end of the This project has gone on to win the 2014
house. From the living areas and terraces, ACT Architecture Awards for Residential
the architects have captured the views of Architecture - Houses (new).
trees and landscape, while retaining a private
backyard. Architect: Adam Dettrick Architects
Glazier: Monaro Windows
24 Australian Window Association Summer 2014You can also read
