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Franklin Pierce University

Small Business Advisory Group


New England Forest Products
Spring 08’
Fall 07’
Chair: Jennifer Omasta
Chair: Jennifer Omasta
Alternate Chair: Krystin Dragonetti
Alternate Chair: Mahia Valle
Secretary: Eric Yoshikawa
Researcher: Jenna Hunt
Logo Design: Nick Degon
Logo Design: Nick Degon
Researcher: John Dillon and Joe
Editor: Luke Ferreira
Ferris
Alternate Secretary: Krystin
Power-Point: Beth Ellis, Adam
Dragonetti
McClellan, and Lindsy Girard
Power-Point: John Garrity
Editor: Taylor Michaud
SSPS Software: Jennifer Russo
Alternate Secretary: Jen Gagne
Secretary: Eric Yoshikawa
Google Researcher: Chris Lacaillade
Description of the Business and
History
 New England Forest Products, located in Greenfield, NH, is a
sawmill that specializes in retail and wholesale hardwood
products.

 Owned by David and Deborah Buxton.

 David, a licensed professional forester, has been in the forest


management industry for over 26 years.

 Established in 1993.
Description of the Business and
History Cont.

“In 1997, there was a setback. On July 3, a freak tornado


whipped through the area-leaving the newly renovated mill a
pile of rubble. With help from many local people the mill was
up and running again within 6 weeks. This was no easy task
and the fact that mill was up and running again in 6 weeks,
employees never having lost a day of work, and all markets
intact was a testament to what it takes to survive and succeed-
commitment and community.”-NEFP website
Description of the Business and
History Cont.
 NEFP works with several logging and trucking subcontractors.
It employs 13 on-site workers.

 Employs 4-5 logging crews, over 50 independent loggers,


truckers, and many types of land owners throughout New
England.

 NEFP buys more than 5 million feet of wood annually.

 Wood types include: red oak, soft maple, white ash, and birch.
Description of the Business and
History Cont.
 By-products from the mill are processed into bark mulch for
landscaping and sawdust, which is sold locally and made into
wood pellets.

 Lumber is also available for retail sales.

 Local customers purchase lumber for anything from barns to


raised gardens and flower beds.

 The milled wood is often made into architectural mill-work –


flooring, stair treads, cabinets to name a few products.

 NEFP is in the process of opening a retail outlet.


Current Economic Conditions
 More difficult to buy logs.

 More difficult to sell manufactured lumber.

 Increased foreign competition from China and South America.

 China manufactures a lesser-quality lumber than native


species.

 Drop in lumber prices due to depressed real estate market and


oversupply.
Economic Conditions Cont.

http://finance.google.com/finance
Economic Conditions Cont.

http://finance.google.com/finance
Background and the Industry
 Wood has been an important construction material since the
beginning of time.

 Hardwood tends to come from broad leaved trees, produce a


fruit or nut, and can survive in the winter.

 Hardwood is of higher density and hardness than softwood.

 Hardwoods are used to build furniture, cabinetry, flooring,


utensils, etc.

 The hardwood industry in the northeast depends on private


forest owners for their raw material supply.
Future Goals
 An expansion project to turn workers’ 50 hour weeks into 40
hour weeks without sacrificing production.

 New computer equipment/software to tally production levels.

 Minimize waste, be efficient, and Green Focus.

 Focus on developing local market.

 Focus on developing new retail outlet on site.


Marketing Mix: 4 P’s
Product, Promotion, Price, Place
 Product: The SBA Group prioritized on hard wood products
for retail.

 Promotion: The SBA Group prioritized on website


development and logo design.

 Price: The SBA Group thematically emphasized competitive


pricing.

 Place: The SBA Group focused on developing a primary local


market in Southern NH, and a secondary international/global
market.
Website Design Layout
Suggested Home-Page Layout
Home-Page Suggestions
 Re-construct the format of the homepage.

 Create each page with a link back to the homepage, to help


simplify navigation.

 Create a short statement using keywords to welcome and


inform potential customers about New England Forest
Products.

 Less is more!!! Take away clutter and excess information on


the homepage, and add links to important areas.
Home-Page Suggestions Cont.
Use a slogan for the homepage
 Delete existing opener- “Practicing the highest level of
professional forestry”

 Add a new slogan; Here are some possibilities:


 NEFP, locally grown, nationally used.
 Wood products from your own back yard.
 New England Forest Products committed to providing the finest
quality timber since 1993.
 Imagine what our wood could become.
 Professionalism with a touch of family.
 Family ran, community built.
 Branching out to you, for you.
Home-Page Suggestions Cont.
Create a short statement, using keywords:

 Google advertising has generated some keywords that people


search for in relation to purchasing wholesale or retail forest
products.

 To be an effective website, and also to boost popularity and


search ratings, NEFP must create a short statement informing
the public about the company, using some of these keywords.
Google Advertising

http://www.google.com/intl/en/ads/
Google AdWords
 You create your ads.
 You create ads and choose keywords (words or phrases related to your
business).
Get keyword ideas

 Your ads appear on Google.


 When people search on Google using one of your keywords, your ad
may appear next to the search results. Now you're advertising to an
audience that's already interested in you.

 You attract customers.


 People can simply click your ad to make a purchase or learn more
about you. You don't even need a webpage to get started - Google will
help you create one for free. It's that easy!
Google AdSense
 Maximize your site's revenue potential with contextually
targeted ads.

 Customize ads to complement the look and feel of your site.

 Track the success of different formats and locations with


online reports.
Getting Paid
 How do I get paid?
 You get paid whenever someone on your site clicks on one of the
AdSense ads. Advertisers can also bid to appear on your site on a CPM
(cost per thousand impressions) basis. Both CPC and CPM bids compete
in the AdWords program to ensure that you optimize your ad revenue.

 Electronic Fund Transfer (EFT)


 Google has an EFT payment system available in a number of countries,
which will help get your AdSense earnings delivered directly to your
bank account every month without any additional effort.

 How much do I get paid?


 How much you earn depends on a number of factors including how much
an advertiser bids on your site -- you'll receive a portion of what the
advertiser pays. The best way to find out how much you'll earn is to sign
up and start showing ads on your web pages.
Suggested Google Terms
American forest products Lumber supplier
Building materials Lumber yard
Certified forest products Mill
Forest product Millwork
Forest products Retail
Forest products company Wholesale
Hardwood products Wholesale lumber
Lumber Wholesale products
Lumber company Wood
Lumber prices Wood forest products
Lumber products Hardwood Lumber
Kiln Dried Wood
Deborah Buxton’s
Suggested Terms
Timber TSI Bark mulch
Forestry Current use Lumber
Stumpage Management plan Boards
TSP Logger Custom sawing
Logs Hardwood Veneer
Cordwood Softwood FAS/1F
Firewood Logging Select
Licenseced forester Sawdust 1 common
Forest management Chips 2 Common
Timber appraisal Millwork 3A Common
Log buyer Retail lumber Sound 3B
Procurement forester Wholesale lumber Cants
Tree farm Sustainable Green
KD Lumber Sustainability  Rough cut
Buy local S2S
Kiln dried lumber
Buy green Stair treads
Grade stakes
Flooring
Home-Page
Recommended Text
New England Forest Products is a lumber supplier seeking to
meet your forest product needs. Whether it be a small or large
project, our diverse wholesale and retail selections of
hardwood and softwood allow us to do our job to ensure every
customer leaves as a satisfied one. We specialize in kiln dried
wood and hardwood lumber products. Our mill and retail
outlet is located on Route 31 in Greenfield, New Hampshire.

Green- Google Keywords


Red- Deborah Buxton’s Keywords
Blue- Google & Deborah Buxton’s Keywords
“About Us” Link
 Rather than have a major link labeled “mission” on the
homepage, an “About Us” link would be more strategic.

 Should be more condensed.

Other Layout Suggestions


 Should have links along the side of the page (or top or bottom)
to the following related areas: Mission, History, Meet The
Staff, Location/Directions, Careers, and In the News.
“About Us” Link
Recommended Edited Text
New England Forest Products is a retail and wholesale lumber producer. We are a
hardwood mill focusing on quality northern hardwoods, such as red oak, maple, white
ash, and birch. Our customers purchase lumber for various projects, including raised
garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns,
custom flooring, stair treads, and cabinets. By-products from the mill are also processed
into landscaping products, including mulch and sawdust, used for wood pellets. That we
are a green company that cares for the environment, and we apply sustainable practices
ensures high quality products.

“We like to think of this company as one that is involved with the practice of forestry
involving many different aspects – from educating and working with landowners who
share our mission of conscientious management of a sustainable and important resource,
to the manufacturing of a product actually made here in the United States.
There are many changes happening in the industry.  More products are being
manufactured outside of this country. The term ‘exotic woods’ sometimes translates to
endangered species and illegal logging.  The products we manufacture here are being
produced as part of good forestry, and we are proud of that fact.  By practicing good
forestry and good business, we are hopefully leaving a better world for the future!”-
NEFP Website
“Mission” Link
Recommended Text
 NEFP needs a mission statement
 None exists on the website

 An example of a possible mission statement


 Our mission at New England Forest Products is to provide our
customers with the highest quality wood products, at a competitive
price, using environmentally friendly practices.
“History” Link
Recommended Edited Text
New England Forest Products was established in 1993. The mill was formerly the site known
as M.E. Smith’s mill. Dave Buxton, owner of the mill, is a licensed professional Forester
(LPF#180) for the State of New Hampshire. After graduating from the University of New
Hampshire with a degree in forestry, Buxton worked as county forester for Hillsborough and
Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for
the University of New Hampshire.  He left the University system and began to work in the
private sector. 

In 1993, he purchased the current business site located on Route 31. Over the years, he had
established relationships with landowners interested in good forest management, as well as
local loggers.  These relationships are an integral part of the success of New England Forest
Products.  Dave expanded the business - upgrading the equipment to increase efficiency and
productivity of the mill.

In 1997, the was a setback.  On July 3, a freak tornado whipped through the area – leaving the
newly renovated mill a pile of rubble.  With the help of NEFP’s neighbor across the street,
American Steel; a local builder, Norm Shephard, as well as many friends, the mill was up and
running again within 6 weeks.  This was no easy task and the fact that the mill was up and
running again in six weeks – employees never having lost a day of work, and all markets intact
– was a testament to what it takes to survive and succeed – commitment and community!!
“Meet the Staff” Link
Suggestions
 Since it is a small family ran company, people would like a
meet the staff section.

 The SBA Group believes it will benefit the company as it will


show the consumer that they care about family values and
employees.
“Directions” Link
Suggestions
 Located on Route 31 (also known as Sawmill Road) in
Greenfield, N.H.

 Give directions to the mill from major cities/towns throughout


Mass and NH.

 Include a map
“Careers” Link Suggestions
 We recommend that the About Us page should include a direct
link to career opportunities at the mill.

“In the News and Testimonials”


Link Suggestions

 We recommend that the About Us page include the In the


News section and Testimonials of buyers, suppliers, and other
stakeholders.
stakeholders
Other Website Suggestions

 NEFP needs pictures of the finished products prices below it.

 Show average comparative prices to prove that NEFP prices


are lower, amplify this to gain a competitive advantage.
Rules for obtaining the highest
“quality website” in the
perception of Google
 Minimize the number of links on homepage.

 Use routing links to navigate between homepage and minor


pages.

 Maximize the number of unique pages within the website.

 Link every minor and routing page back to the homepage.


Create Wikipedia Account
 This is a perceived as an impartial overview of a specific topic.

 This allows you to show yourself in a positive light to the public


in a very simple format.
 All Wikipedia pages follow the same basic outline and characteristics.

 The most important aspect is that the entry is written in an


impartial third person perspective with little to no opinions
placed in the entry.

 Monitor regularly for needed changes


You Tube
 Create videos

 Edit videos

 Place videos

 Monitor You Tube forums relevant to NEFP

 Add up-date videos as new staff happens


New England Forest Products
Logo Designs
Questions

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