Marketing Plan

Polyurethane Foam and EnergyStar Roof Coatings
Marketing Plan Texas

Polyurethane Foam
EnergyStar Roof Coatings Foam Insulation Written By: Lloyd Alex Gilmore
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Index
Executive Summary Introduction Polyurethane Foam Roofing EnergyStar Roof Coatings Sprayed Polyurethane Foam Insulation Situational Analysis SPF & EnergyStar Coatings Situational Environment Neutral Environment Competitor Environment Company Environment Target Market Problems and Opportunities Marketing Objectives and Goals Marketing Strategy Marketing Tactics Implementation and Control Summary Appendices References 5 7 15 25 35 37 38 41 41 41 42 42 42 43 44 45 47
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Executive Summary
Introduced in the 1960s as an alternative roofing material, Sprayed Polyurethane Foam (SPF) was touted as golden boy for the roofing industry. Initially SPF received a bad reputation due to several factors but mainly to installation error and not from the product itself. Early on, it received minimal share of the market; up to 3% for several years and then lost market share. Since early in the 1990s SPF has again made significant gains in market share. This is due to manufacturers and organizations like BASF, Dow, and SPFA (Sprayed Polyurethane Foam Association) instituting standards and certification processes for applicators. Installing foam on roofs allows building owners to repair, insulate, and structurally strengthen their building at a fraction of the cost of reroofing. It also qualifies as a green building product since it reduces construction debris in landfills and improves the energy efficiency of buildings its applied on. Compared to other sectors of the industry, qualified contractors of polyurethane foam represent less than three percent of all roofing contractors. In addition to roofing it can also be applied to new construction homes and commercial buildings as an insulator, vapor barrier, and an air permeance barrier. Since it is UV unstable, it requires an EnergyStar roof coating to be applied as a UV protector when exposed to the suns rays. EnergyStar roof coatings was introduced to the roofing industry in the 1990s as a way of restoring existing roofs that are sound (without structural damage) with existing leaks and high energy cost due urban heat island effect. Being composed of Acrylic, Urethane, or Rubber they can be installed on virtually every roofing system. Reflectivity as high as 97% and comprising a sacrificial barrier to weather and sun damage, they create a roofing system that saves energy cost and also provides a restorable system at a fraction of the cost of re-roofs. Demand is expected to increase for many years. Attributing to this demand is: (1) governmental regulations, (2) rising air-conditioning and heating cost, (3) Californias Title 24, (4) flaws in and age of existing roofs, (5) tax laws, and (6) demand for increased profitability for businesses. Entrance into the market is considered easy by business standards but out of reach for approximately 90% of existing roofing contractors. Entrance into the market costs range from $100k and up and require a different business structure than most roofing companies currently posses. The main difference is the type of sales force needed; consultative capable salesmen and not closers. Another factor to consider is qualified applicators of polyurethane foam. Since it is a very specialized application, acquiring a qualified applicator requires either recruiting or several years of training under the tutelage of a qualified applicator, applicator training courses, and years of on the job training. Considering these barriers of entry, upon successfully entering the market you can expect higher than normal profits for the next seven to ten years; 40% gross margin and higher. Polyurethane Foam and EnergyStar roof coatings can also expect an increase in market share, currently 3%, as many existing roofing systems fail and energy efficient systems are pushed to the for by savvy business owners and the federal government.
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Introduction
Polyurethane Foam Roofing
Sprayed Polyurethane Foam (SPF) was introduced as a low cost viable roofing system and a high R insulator in the 1960s. Weighing approximately .25 lbs per square foot, low cost and ease of installation as compared to other roof restoration systems, and installable over virtually every roofing system of its day foam was considered the golden boy of the roofing and insulation industry. Unfortunately, because of the lack of qualification standards from foam manufacturers and applicator error the industry received a less than desirable reputation from its onset. According to the Spray Foam Industry (SPI) the roofing industry in 1995 used 61 million pounds of SPF as compared to 1990s total of 35 million pounds; a 70% increase in just five years (Knowles 1996). Why the dramatic increase in demand. To understand this fully an examination of several areas is required. Urban Heat Islands According to Mark Decot of the Department of Energy urban heat islands are created when dark colored roofs and pavement raise the temperature of a city higher than the surrounding country. These urban heat islands also cause many other problems such as smog formation, high cooling cost, and human health cost due to the poor quality of air. Another significant effect is when water is heated and then drained from roofs and pavements it has disturbing effects on plant and animal life and creates mediums that promote the growth of bacteria. Cool roofs (insulated and reflective coatings) could save Los Angeles a total savings in energy (both indirect and direct), reduction of smog, and human health would approximately amount to $171 million a year in 1996 dollars (Mark Decot). When considering all the metropolitan areas in the US this estimate of energy savings becomes very significant. Energy Savings Texas A&M University at College Station Texas conducted a study of SPF roofing on more than eight million square feet of roofing resulting in the recouping of the cost of application from energy reduction in three and a half years (Texas A&M). This is due to the reduction of roof temperatures as high as 190 degrees, before the SPF and reflective coating application, to about 10 degrees above ambient temperature. If the interior of the building is maintained at 76 degrees its cooling equipment must overcome approximately a 114 degrees. Thus by lowering the roof temperature by as much as 90 degrees the amount of energy needed is significantly less. In addition, SPF also increases the over all R factor of the building envelope. Many factors affect heat transfer from the exterior to the interior of a building. Patrick Downeys article Energy Efficient Roof Design in the May 1995 issue of the Roof Consultants Institutes Interface magazine, addressed the problems associated with controlling interior temperatures by considering the factors involved in thermal transfer 7
Polyurethane Foam and EnergyStar Roof Coatings from the exterior to the interior of commercial buildings (RCI Interface Magazine). Avenues considered when evaluating energy-efficient roof systems were thermal bridging, surface profile and color causing high and low albedo effects, radiation, convection, conduction, thermal shock, thermal gain, and thermal loss. Downey also offered the following observations and recommendations associated with SPF roofs. Insulation is more effective above the roof deck. Thermal bridging problems occur when insulation is not continuous (voids within the insulation). Moisture condensation can occur between joints of insulation. Increased insulation R-value is favored where energy costs are primarily for heating. Dark-colored roofs can have surface temperatures 90 degrees F higher than ambient temperature. High albedo (heat reflective) surfaces are favored where energy costs are primarily for cooling (RCI Interface Magazine). On a typical hot summer day roofs dark colored membranes absorb radiant heat and the surface temperature thus rises (Texas A&M). Fasteners and gaps in the insulation conduct heat to the interior of the building via thermal bridges (thermal shorts). Insulation effectiveness value is reduced between 11.5% to as much as 31.5%; depending on thickness of insulation and number of fasteners (Interface Magazine May 1996). SPF works in several ways to reduce energy cost as listed below: SPF roofing systems are installed above the roof deck. The insulation and roof system are the same. Thermal bridging is eliminated by the SPF since it provides a monolithic layer over thermal bridges in the roof assembly. SPF aged R value is approximately 6.0 per linear inch of foam. Typically SPF requires a reflective coating as a sacrificial barrier for the roofing system. When ambient temperatures are 90 degrees surface temperatures on these reflective coatings range between 110 and 130 degrees F. Comparing dark roofs and reflective roofs the surface temperature can be between 50 to 90 degrees higher on dark colored roofs. Energy use in buildings is reduced due to SPF providing a continuous barrier against air and moisture infiltration through air leakage. Dew point problems are also minimized and as a result condensation within the building envelope is reduced. Lastly, heat movement in all directions is restricted thus providing reliable performance under varying conditions (Spray Foam 93). Polyurethane foam also saves energy in manufacturing cost over other insulation materials. A study conducted in 1991 by Franklin and Associates revealed polyurethane foam insulation saved 39.4 trillion BTUs manufacturing energy costs over glass fiber insulation in 1990 (Franklin Associates 1991). One trillion BTUs is almost equivalent to 179,000 barrels of oil. This constitutes 7 million barrels of oil or .12% of US total oil consumption 8
Polyurethane Foam and EnergyStar Roof Coatings for 1990; a small but significant savings (Power Labs 1996). Since 1990 polyurethane foam has increased in market share resulting in more significant energy savings. Durability 30 years or more of durability from SPF roofing is indicated by research and performance studies. Low maintenance, resistance to leaks from damage caused by hail, resistance to damage from wind driven debris, resistance to high wind blow off, and structural strength benefits make SPF roofing a wise choice for any building. One such study was performed by Dr. Dean Kashiwagi of the Del E. Webb School of Construction at Arizona State University on more than 30 SPF contractors and 1600 SPF roofs installed since 1983. Results of this study show: 97.6% do not leak 93.3 % have less than 1% deterioration 921 are not maintained Since the oldest roof in this study was installed 26 years ago (from 1996) and the average surveyed was 13 years old, Kashiwagi suggests SPF roofing can and should last well beyond 30 years with scheduled maintenance (Kashiwagi 1996). Extending the roof life cycle from 15 years to 30 years and more saves approximately $5.4 billion (1996 dollars) and 160 million cubic feet of waste taken to US landfills. These numbers would eliminate a 900 megawatt coal fired electrical plant; the amount of energy needed for 12 to 16 states (Mark Decot). The summer and fall of 2005 brought significant roofing issues to the US Gulf and Atlantic coastal cities from hurricanes. One such instance was from hurricane Katrina and the Louisiana Super Dome. SPF roofing serviced the Super Dome from 1974 to 2000 without sustaining any leaks or blow offs. Succumbing to local pressure the roof was partially removed and replaced with a white EPDM membrane. Recently, Brazos Urethane was contracted to reinstall a SPF roof back on the Super Dome with the installation being completed by August of 2006, just in time for its reopening for the start of football season. Picture 1 Louisiana Superdome after hurricane Katrina 2005.
Polyurethane Foam and EnergyStar Roof Coatings In 2004 Florida was pummeled by two hurricanes named Charley and Ivan. Resulting damage to existing roofs was significant with the exception of SPF roofing. The Roofing Industry Committee on Weather Issues Hurricane Charley Ivan Report findings show SPF roofs received 10% or less damage from either wind uplift or flying debris damage. This was primarily due to the monolithic fully adhered installation and moisture resistant closed cell nature of SPF roofing. The picture below, picture 2, shows a SPF roof installed over a modified bitumen roof comprising of 8288 square feet of roof on a condominium related structure. After sustaining 130 140 mph winds from the east damage was limited to 10%; due to wind uplift under the galvanized metal flashing used as foam stop edge. Compared to a, picture 3, modified bitumen mechanically fastened roof subjected to 130 140 mph winds from the east ending up as a total loss SPF is the clear choice for high wind prone regions (RICOWI). Picture 2 SPF Roof Fully Adhered
Picture 3 Modified Bitumen Mechanically Fastened
When damage is sustained moisture infiltration is not a concern. Due to the monolithic nature of SPF debris damage can be repaired easily with a caulking gun and unless the damage goes completely through the closed cell structure of SPF it will not leak. As shown in picture 2, when wind uplift damage does occur and the resulting repair is kept to a minimum.
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Polyurethane Foam and EnergyStar Roof Coatings Waste Stream Dr. Kashiwagis research also showed at least 70% of SPF roofing is installed over existing roof membranes. Since SPF is applied over the existing roof landfills will receive less construction refuse. Application of the SPF roof system significantly lessened debris created as compared to other roofing membranes. A typical 20,000 square foot SPF roof installation will produce approximately one pickup load of waste consisting of plastic, scrap foam, tape and up to four gallons of solvent of which can be easily reclaimed by reasonably priced portable equipment (Kashiwagi 1996). Renewable SPF roofs typically do not need replacement at the end of their usable life. This is due to only requiring a recoated and/or renewed reflective membrane; discussed further in the EnergyStar Roof Coatings section. Once renewed, warranties range from 5 to 10 years, however research shows SPF roofs are typically recoated every 8 to 15 years depending on a variety of reasons including: thickness of coating, physical properties, weathering, environment, and warranty requirements. Since it is very renewable it influences waste stream totals (Energy Conservation and Thermal Envelope Design Using Polyurethane). Environmental Impact The total Equivalent Warming Impact (TEWI) of greenhouse gases is comprised of both direct and indirect emissions on Global Warming. Energy consumption; caused by a building products use and manufacture is called indirect emissions and the release of greenhouse gases is called direct emissions. Carbon Dioxide contributed 55% of greenhouse gases from 1980 to 1990 affecting the future of Global Warming. Conversely, CFCs contributed 17%. Changing the blowing agent of SPF from CFC to HCFCs reduced the contribution by fluorocarbon gases up to 92%. Attributing to the increase in performance is: HFC emissions take 500 years for carbon dioxide to be purged from the atmosphere. HCFC emissions take 20 years to be purged from atmosphere. (Energy and Global Warming Impacts of CFC Alternative Technologies) The longer it takes for gas to purge the worse it is for global warming potential. Producing energy from the burning of fossil fuels forms large amounts of carbon dioxide (electricity, fuel oil, natural gas, etc). SPF roofing save energy by reducing the amount of fossil fuel burned to cool and heat buildings and thus reduces the amount of carbon dioxide produced (direct emissions).
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Polyurethane Foam and EnergyStar Roof Coatings Installation To alleviate failures that resulted in SPFs undesirable reputation in the 60s, it requires a highly trained professional to apply. Understanding of how temperature (ambient and product), sprayed foam pass thickness, humidity, wind, A and B component ratio, and delivery hose pressure ratio of A and B components is critical. The A component is comprised of isocyanate and the B component is polyol resin. SPF is sprayed through a mixing gun, attached by heater hoses to a spray foam reactor, onto the roof as liquids and then expanding 20 to 30 times there original volume to create a monolithic roofing system. Quality of surface texture and thickness is based on three principle factors: Proper equipment adjustment. Environmental effects (i.e., wind, temperature and humidity) Knowledgeable and skilled applicator. Thickness: The thickness and correct application of each pass is dependent on the metered output of the spray equipment and applicator skill level. SPF installation manual states the following (NRCA): Optimum pass thickness should be from .5 to 1.5 inches (13 to 38 mm). Single passes thicknesses greater than 1.5 inches (38 mm) are acceptable, provided special polyurethane foam formulations are used. However, the manufacturers recommended maximum pass thickness for the formulation being used should not be exceeded. Diagram 1
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Polyurethane Foam and EnergyStar Roof Coatings Humidity: SPF should not be applied under humid conditions when the roof decks temperature is less than 5 degrees Fahrenheit (3 degrees Celsius) above the dew point, as measured by a psychrometer. Moisture between the SPF roof and roof deck will occur resulting in blisters if not observed. Temperature Ambient: SPF should not be applied to a roof deck when the temperature is below 50 degrees Fahrenheit (10 degrees Celsius) unless temperature sensitive foam materials are supplied by the manufacturer. When temperatures are extreme, below 50 degrees Fahrenheit, or to hot, above 160 degrees Fahrenheit (roof surface temperature), foam physical qualities of texture and adhesion will be seriously compromised. Temperatures are to be measured by a pyrometer. Temperature Component: Both A and B component must be kept, in the delivery hoses from the foam reactor to the mixing gun, at manufacturers temperature requirements. Failure to do so could affect foam physical qualities of texture and adhesion. Wind: Wind adversely effects SPF in two ways: by over spray and by unacceptable surface texture. In wind speeds of 12 mph or higher require a wind shield to be used to avoid over spray and surface texture problems. Ratio: The ratio between the A and B component of SPF roofing is critical to proper installation. Delivery hose pressure must be equal and mixing gun properly adjusted for correct ratio installation. If the A and B components are off ratio resulting in an excess polyol (B resin) the resulting characteristics will be: slow or insufficient rise, soft or spongy texture, pinhole or blow holes, improper cell structure, light in color, mottled, or coarse surface. Contrariwise, if the excess is of the isocyanate (A) the condition will be more difficult to detect unless it is very excessive and the following characteristics are revealed: hard surface, dark color, irregular glassy cell structure, improper rise or yield, improper density, smooth, irregular glassy cell structure, brittle, or friable. When the ratio is off to the isocyanate but not manifesting the previous characteristics the result will be not enough A component to complete the project (NRCA). Mixing Gun Cleaning: Flush pot cleaning is applicators choice of methods in cleaning the mixing gun. Proper techniques are a must when cleaning a gun thoroughly. The following techniques are to be used for proper cleaning when using a flush pot. Clean one side of your gun at a time. (This requires a flush pot coupling with two manual valves). Clean the least viscous (thinnest side) first. This is usually the A side. Clean the other side next. Open both valves and flush both sides.
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Polyurethane Foam and EnergyStar Roof Coatings Table 1
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EnergyStar Roof Coatings

EnergyStar roof coatings (cool roofs) provide building owners and property managers an effective way to reduce operating costs. It also improves energy efficiencies of all cooling systems within the building envelope. Finally, it offers superior waterproofing system that is unsurpassed by its durability and renewability which is less damaging to the environment than any other roofing system with the exception of SPF roofing. In fact, when combined with SPF roofing no roofing system is comparable. A Cool Roof is a light colored roofing system that uses either titanium oxide or aluminum oxide as its reflecting compound to prevent heat and damaging rays from entering the building through the roof. The benefits it provides to the building are: Energy Conservation Renewability Life-Cycle Cost Savings Greater Comfort Building Maintenance Cost Reduction
There are over 400 different types of Reflective Roofing Coatings ranging from Polyurea, Polyurethane, Acrylic, Asphalt, and Rubber. The reflectance abilities of each EnergyStar Certified Coating, where you will find initial reflectance ratings as high as 99%, are published at www.energystar.gov. United States Green Building Council, Cool Roof Rating Council, Cool Communities & California Energy Commission, and the Energy Star Program are agencies and organizations directly related to the regulation of this segment of the roofing industry.
About ENERGY STAR

ENERGY STAR is a joint program of the U.S. Environmental Protection Agency and the U.S. Department of Energy helping us all save money and protect the environment through energy efficient products and practices. Results are already adding up. Americans, with the help of ENERGY STAR, saved enough energy in 2005 alone to avoid greenhouse gas emissions equivalent to those from 23 million cars all while saving $12 billion on their utility bills. (www.energystar.gov)
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COOL ROOF RATING COUNCIL

The Cool Roof Rating Council (CRRC) is an independent and non-biased organization that has established a system for providing Building Code Bodies, Energy Service Providers, Architects & Specifiers, Property Owners and Community Planners with accurate radiative property data on roof surfaces that may improve the energy efficiency of buildings while positively impacting our environment. (www.coolroofs.org)
About USGBC
The U.S. Green Building Council (USGBC) is the nations foremost coalition of leaders from every sector of the building industry working to promote buildings that are environmentally responsible, profitable and healthy places to live and work. Their more than 6,400 member organizations and our network of more than 80 regional chapters are united to advance our mission of transforming the building industry to sustainability. Core Purpose The U.S. Green Building Council's core purpose is to transform the way buildings and communities are designed, built and operated, enabling an environmentally and socially responsible, healthy, and prosperous environment that improves the quality of life. Guiding Principles At USGBC, they take how to make their decisions as seriously as the decisions themselves. Their Board of Directors has articulated a set of guiding principles to provide clarity and continuity in our decision making. (www.usgbc.org)
Cool Communities Mission Statement:

"Our mission is to promote healthy and livable communities by advocating urban heat island mitigation using sustainable cost-effective strategies for development, construction and existing structure retrofitting." (www.coolcommunities.org)
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Cool Attributes Cool roofing dramatically reduces the roof surface temperature as compared against different roof membranes. Graph 1 below demonstrates different roof membrane temperatures measured in Central Texas on a clear 90 degree Fahrenheit day. Reflective acrylic coating systems reflect sunlight and release heat (emissivity) best where as dark colored roofs and aluminum coatings do not fare so well. Roofing materials other than cool roof coatings absorb and retain the suns energy so that the surface temperatures reach as much as 200 degrees Fahrenheit. Graph 1
Roof Surface Temperature
200 199 160 162 172 178
120 110 80
r& Ta G ic yl cr te hi W A G v al iz an ed l ve ra Al um um in l ee St Bl k ac S e gl in C
Roof Surface Material
g t in oa
P ly
(Cool Roof Systems) By reducing the surface temperature of buildings roofs a subsequent savings will result in several areas. One such area is electricity directly related to air conditioning of the building; Scientist at the Lawrence Berkeley National Laboratory (LBNL), a research facility for the U.S. Department of Energy, partnered with the U.S. Environmental Protection Agency (EPA) and NASAs Global Hydrology and Climate Center to quantify the cost savings by reducing an areas Urban Heat Island. LBNL findings demonstrate since the 1930s, Los Angeles peak summer temperatures have risen about eight degrees Fahrenheit due to commercial buildings, pavement, and homes that replace indigenous vegetation. This replacement directly impacts air quality since smog in Los Angeles rises approximately 3% with every degree rise above 70 degrees Fahrenheit. This requires additional electricity to be generated by power plants that exhaust CO2 gas, which is a major contributor to Global Warming. Nationally, studies demonstrate widespread use of cool roofing technology could potentially reduce as much as $1 Billion in direct energy usage cost and peak demand charges. Peak energy demands are presently surpassing metropolitan electricity 17
Polyurethane Foam and EnergyStar Roof Coatings production capacity in the U.S. Another significant savings by electrical production companies would result from the delay of investments needed in order to assemble new power plants. Building owners would also benefit by the downsizing of their HVAC systems due directly from lower temperatures in the building (Cool Roof Systems). Graph 2 demonstrates the cool energy savings from different roofing membranes on a 50,000 square foot commercial building in four different cities. Graph 2
Annual Energy Costs ($)
120,000 100,000 80,000 60,000 40,000 20,000 0 Sacremento Tucson City Salt Lake City Philadelphia
Built Up Roofing Aluminum Coating White Acrylic Coating
(Cool Roof Systems) Solar Reflectivity Reflectivity simply put is measuring the percentage of the suns rays that is reflected away from the buildings interior. According to the ASTM D-1918 Test Method for Measuring Solar Reflectance of Horizontal and Low Slope Surfaces in the Field involves using a pyronometer: a device for measuring solar radiation, aiming it at the sun, then rotating it 180 degrees and aiming it at the roof surface. The ratio of reflected radiation to incident or direct radiation is solar reflectance and is measured as a percentage. Coatings must reflect all spectrums of solar radiation since not all energy from the emitted from the sun is in the visible spectrum as indicated by Graph 3 below. Reflectance Test (Picture 4)
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Graph 3
(Cool Roofing Jargon) Additional methods of measuring solar reflectance are: (1) Test Method for Solar Absorptance, Reflectance, and Transmittance of Materials Using Integrating Spheres, taken from ASTM E-903 and (2) Standard Test Method for Determination of Solar Reflectance near Ambient Temperature Using a Portable Solar Reflectometer, taken from ASTM C-1549 (Cool Roofing Jargon). ASTM E-903 method requires a delicate spectrophotometer to measure the amount of reflected light from the sample. While the sample size required is relatively small, the equipment needed is not suitable for field measurements. This requires a sample to be taken and sent to the testing laboratory (Cool Roofing Jargon). ASTM C-1549 method (previously know as the D&S method) uses a portable unit that contains a light source and photocell array to create and measure the reflected light from the sample. This method is widely used since the equipment is self contained, lightweight, and portable (Cool Roofing Jargon). On an added note, dark colored asphalt shingle roofs seem to degrade quicker than light colored ones having the same orientation and exposure. Causing this are dark colors absorbing more sunlight, specifically the infrared portion, which causes them to be hotter (Cool Roofing Jargon). The same applies to dark colored flat roofs. Another measure of solar reflectivity is emittance. It is described as the ratio of an objects radiance to that emitted by a black body radiator at the same temperature and at the same wavelength. Simply put it is the roofs ability to hold or release heat energy.
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Polyurethane Foam and EnergyStar Roof Coatings This is not the measure of a roofs surface ability to conduct heat into the building. As described previously, thermal shorts are voids in the roofs insulations and metal fasteners used to attach the roofs membrane. As shown from above, there is two values needed, solar reflectance and emittance, to determine the overall cool roof performance. ASTM has a method to capture both values into a single coefficient called: Practice for Calculating Solar Reflectance Index of Horizontal and Low Slope Opaque Surfaces, E-1980. This method is simply a mathematical formula, using the two experimentally attained coefficients, thermal emittance and solar reflectance, to generate a single number called the Solar Reflectance Index (Cool Roofing Jargon). These concepts will assist us in understanding Cool Roofing, however there is a greater value in realizing how these properties can affect roof durability and longevity. Reflectance plays a critical role since the higher quality roofing materials used then all spectrums of the solar radiation, both infrared (heat) and ultraviolet (destructive), is prevented from harming your roofing membrane. Subsequently, it also assists the building to operate more efficiently. Performance Roof coatings are much like the paint on your house, the more solids (polymers) per gallon, the potential of durability, years, it possesses. Since the reflective property is either Aluminum Oxide or Titanium Oxide, the higher percentage of the reflecting element in the cool roof coating extended longevity will be experienced. This will be true for both water and solvent based coatings. Solvent based coatings are a little more forgiving, when being applied, than water based since they are a primer free coating but they do not necessarily ensure better adhesion or weathering performance. The primary qualities necessary for an acceptable roof coating are: Low Moisture Absorption. Good Flow Properties At All Suitable Application Temperatures. Quick Skinning and Short-Cure Properties. Good Weathering Properties with Minimal Surface Chalking. Good Adhesion Properties to Prepared Surfaces. Consistency/Viscosity Suitable For Spray Applications. Compatibility With Surfaces Over Which Coatings Are To Be Applied. Acceptable Heat Resistance. Algae/Fungus Resistance.(Dick Baxter)
Since there is an absence of standard qualitative test methods, the only way to ascertain the best coating formulation for your application is by comparison; this will provide the qualities suitable for your roof. For instance, one companies coating test results were good weather ability, low moisture absorption, good flow properties, and good adhesion but would not skin over in less than six hours. In the Gulf Coast region of the U.S. any afternoon shower that comes along and rains will send the coating off the roof and into the storm drains. Contrariwise if you are where it rains less than 15 inches a year, it 20
Polyurethane Foam and EnergyStar Roof Coatings would be a good candidate. Acrylic based coatings have been determined to have virtually all the desirable properties listed above and can be used for a base comparison. Comparative testing will thus allow us to calculate how other coatings compare to an optimum formulation. Each of the properties above will be described in the following paragraphs. Flow Properties are a determined visually. It is critical for a coating to have good wetting out (flow) properties. When using a coarse bristle brush to apply coatings over smooth metal substrates the better coatings flows or wet out is needed to provide a uniform surface. On the other hand, with less desirable wetting out properties, whether applied by any method (brush, roller, spray), aesthetically pleasing finish will not be experienced. Skinning Over is the time required by a coating to cure so as to be unaffected by the sprinkling of water on a freshly coated surface. Since impending weather will cause roof maintenance to be delayed and possible coating damage, skinning over time becomes a very important property. A skin time of thirty to forty five minutes is desirable or coatings could be washed from a roof causing a major expense to the contractor by clean up and recoating expenses plus environmental damage. Short Cure properties are needed since foot traffic on the roof is needed for the application of a second coat. This time needs to be between 18 and 24 hours so as to not unduly delay the timeliness of the installation process. Good Weathering Properties are evaluated after 90 days by using film samples exposed to QUV in a weatherometer. Since the beginning thickness is known, ideally there will be minimal erosion and chalking on the surface of the test panel following exposure. Warning, weatherometer testing provides no validity to the potential longevity of the coating; it only indicates that one coating potentially performs better than another. Adhesion properties are qualitatively evaluated by applying a layer of coating to a section of glass and then peeling the coating away. Since glass is a very smooth surface superior coatings will need to be scraped off; on the other hand low quality coatings will smudge from thumb pressure. Warning, typically acrylic-based coatings will not develop their full adhesion properties for at least two days under optimum conditions. Thus it is wise to wait up to seven days to allow a full cure to occur with the coating. Also, the greater the depth of the coating the longer cure time is needed. Viscosity is a property of cool coatings that needs to be considered when determining the method of application. Two methods of choice are either (1) airless sprayer or (2) brush and roller. Because of this property some coatings will dictate spray application and others will require brush and roller. To test which method is needed a coatings of the right viscosity will flow through the spray tip evenly and wet out to a uniform thickness. Of course if the viscosity is low or if there is a risk of over spray because of high wind then brush and roller will be the method of choice.
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Polyurethane Foam and EnergyStar Roof Coatings Heat Resistance is compared by placing samples of various coatings under infrared lamps and raising the surface temperature up to 180 degrees Fahrenheit for seven days. Surface cracking, discoloration, or heavy oxidation is considered unacceptable. Algae and Fungus resistance is evaluated by placing coating samples in a warm water bath for seven days then visually inspecting them for any indications of algae or fungus. Installation Critical to the bonding of cool roof coating is proper preparation of the substrate. Additionally any surfaces contaminated with silicone (caulk etc) will never adhere any coating until contaminates are eradicated from the surface. Pressure washing is the cleaning method of choice by most of coatings manufacturers. Using a rotating head on the pressure washers wand is the best method for cleaning. However, be warned, care needs to be exercised when using a pressure washer since it can damage the substrate you are coating. Do not spray directly into flaps, seams, or flashings as damage and water inside the building may occur. Most times, a stiff bristle brush applying a strong cleaning agent followed by a thorough flushing of water over the entire roof will be more effective than pressure washing. Since roofs come in many different surfaces, it is necessary to conduct a peel test in order to determine whether the coating you choose will adhere to the substrate. Conducting a peel test is done as follows: Prepare a sample area by cleaning it thoroughly. Apply an initial layer of the selected coating. Embed a strip of fabric (4 to 6 inches in length) with a tail of 4 inches exposed. Allow to cure for three days. Then pull the exposed tail of fabric straight up.
If the coating is effectively bonding to the surface of the roof, it will not pull away before the fabric tail breaks or tears. If it fails try different cleaning methods, different coatings, or different primers until the test results are positive. TPOs: Installing acrylic based roof coatings over TPO roof membranes can be hazardous to your business health unless extraordinary precautions are done, before applying the coating, when preparing the surface. Even then most adhesives will not bond satisfactorily to TPO surfaces. Tests indicate that even roughing up the surface with sandpaper does not significantly improve the coatings ability to adhere. Primers are available that will bond coatings, with a high degree of success, to a TPO membrane but they will out gas a significant odor. The important point is: a little amount of testing will save money and embarrassment in the long run (Dick Baxter). APP-Modified Bitumen: Modified Bitumen roofs are applied either by torch down or cold process by installing layers of roofing materials and glued together with asphalt or tar with the top layer having mineral granules introduced or not. Most coatings have very few problems adhering to a granulated mod bit roof but they will not always adhere to a 22
Polyurethane Foam and EnergyStar Roof Coatings smooth surface mod bit roof. Solvent based asphalt aluminum roof coatings will typically bond to either smooth or granulated mod bit roofs. If an acrylic based aluminum coating is used care needs to be exercised since explosion hazards do exist. This will be discussed further later in the paper under Asphalt-Based Aluminum. Metal Roof Panels: Metal roof panels come in varying widths, designs, and types of metal. They also come in different finishes: Kynar 500, Galvalume , or Enamel. In addition the occurrence of rust requires consideration too. Kynar 500 is a Teflon-based paint that is applied to some metal roofing. Since not much will adhere to Teflon significant surface preparation is required. This can be accomplished by sanding to roughen the roof surface (Dick Baxter). Note: ER Systems has a product specifically made to adhere to this finish called KynaKote. Galvalume may have residual zinc in the galvanized finish that will inhibit adherence to the metal panel so pickling the surface with a mild acidic solution may be required. When rust is present on any of these surfaces a rust arresting primer will be required for adhesion of an acrylic coating to occur. However, when the cool roof coating is solvent based (Poly Urea, Polyurethane, and Liquid White EPDM) priming may not be necessary. Primers: Coating primers are necessary for inhibiting rust and for adhesion. Primers are divided into three categories: (1) intended to inhibit the expansion of rust contamination, (2) intended to facilitate adhesion to the roofs surface, and (3) to accomplish both. Primers purpose is to facilitate proper adhesion between the coating and roof surface. This adhesion can be unsatisfactory due to rust or factory finish; thus the correct primer is critical in the successful application and longevity of the cool roof coating. Epoxy based primers are usually the most effective in both problems and also the most expensive (Dick Baxter). Asphalt-Based Aluminum: This type of roof coating must be judged by the quantity of aluminum sulfate contained in each gallon. Because of the varying cost for this type of coating the amount of aluminum will vary significantly and have a direct correlation between the amount and price. Also true is the direct correlation between price and longevity or performance. Note: It is not possible to have more than 2 pounds (0.9 kg) of aluminum metal in suspension per gallon of coating. Container labels and data sheets only indicate the amount of aluminum paste per gallon that is contained but it does not indicate the amount of actual aluminum. Some interrogation with the manufacturers technical representative will be required to determine the overall quality of the coating (Dick Baxter). Asphalt based coatings comprise of either solvent or water carriers. The solvent type is essentially self priming and the surface only needs adequate cleaning (removal of dust and debris) before application of the coating. Surfaces that will receive a water coating are to be cleaned thoroughly and primed with an asphalt primer to ensure proper adhesion. As mentioned earlier water-carrier aluminum roof coatings need to be treated with caution since under certain conditions the aluminum metal and water contained (as a carrier) coatings may be explosive (Dick Baxter). It is not a good idea to save partial pales of this type of coating for the next contract. This is due to aluminum being a hydrogen liberator and since water contains a significant amount of hydrogen; partial
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Polyurethane Foam and EnergyStar Roof Coatings containers will allow a harmful amount of hydrogen to build up in the cavity and there by have explosive potential. Maintenance: Today, reflective roofs are hot topics in the roofing industry. Initially they can have as much as 93% reflectivity but will degrade from there as the life of the roof progresses; all due to several factors. EnergyStar.gov website shows an initial reflectance rating and also a reflectance rating after three years for every EnergyStar coating. A footnote indicates the manufacturer can have the roof surface washed prior to taking the three year measurement (www.energystar.gov). However, after much research, all reflective coatings will loose approximately two to six percent reflectivity only, over time, if cleaned on a regular basis. Contrariwise, many of the coatings indicate reflectivity losses of 22% to 35% on the website; this is an unwashed rating. Reflectivity degradation occurs from the build up of alluvia, dirt, pollution, and drainage conditions. It is then recommended that roofs be washed at regular intervals such as every two to three years to have its peak reflectivity and longevity. Odor: Of all the reflective coatings present in the market acrylic coatings emit the least offensive of odors during installation. However, the solvent based and polyurethane coatings can give off a significantly strong odor. Caution will need to be exercised as to when the coatings are applied and the location of fresh air induction ports. Educating the buildings occupants as to the possibility of odors entering the building before the contract commences would be prudent. In addition, placing obstructions over the air intakes, in the general location of the work being done, will alleviate many odors from entering the building.
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Sprayed Polyurethane Foam Insulation

Sprayed Polyurethane Foam (SPF) was initially introduced into the construction industry as a cheap and easy way to make buildings roofs watertight and add insulation to the building envelope. Soon manufacturers also realized it could be used as an insulator on the inside of structures such as Potato Cellars, Industrial Refrigerators and Freezers. Not long after that savvy individuals realized SPF would make a superior form of insulation for homes and buildings since it touted an R factor of 10 per inch initially and an aged R factor of 6 to 6.5 per inch. By industry standards of R13 needed in the walls only two to two and a half inches of foam would be required, however that was just the tip of the iceberg when we consider the other benefits: Meets air barrier requirements without extra materials and work. Perfect fit for irregular or hard to insulate spaces. Contains Ozone friendly materials. Contains no formaldehyde. No harmful emissions after installation or drying. Not a source of food or mold. Will not shrink or develop voids over time. Will not absorb water. Not damaged by water. Controls airborne sound transfer. No framing distortion. No settling or sagging. Enhances structure shear value. Will not leak water. Closed cell insulation. Reflects thermal conduction (U Value). Constant R Value above and below 70 degrees Fahrenheit. Resist thermal currents in insulation.
Table 2
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Understanding the above benefits will be demonstrated further from the consideration of how insulation and air barriers work to conserve energy usage. Note: (1) For the purpose of this Plan SPF insulation is for new construction only and will be installed during the insulation phase of construction, (2) The terms Home, Commercial Building, and Structure are virtually the same when considering polyurethane foam insulation benefits. Understanding Air Barriers Buildings require the control of physical elements and the environment to operate efficiently (energy) and have a long service life. They are comprised of heat flow, air flow, and moisture flow plus solar and other radiation. Since air flow has significant influence on heat and moisture it requires precise understanding. Moisture is carried into buildings by air flow and because it impacts structural integrity and building materials long-term performance it necessitates control (Understanding Air Barriers). Such control is facilitated by air barriers. Air barriers are the part of the building envelope system that separates each units conditioning space from others; controls air flow between conditioned space and unconditioned space. It can also separate units in structures that contain multiple dwellings and offices. Air barriers also define pressure boundaries of the structure (Understanding Air Barriers). There are several approaches to facilitate air barriers. Typical configurations are illustrated below: Air Barrier Systems Figure 1a Single Family Detached Figure 1b Townhouse
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(Understanding Air Barriers)
Figure 1c Multi-Story Building
Figure 1d Office Space
(Understanding Air Barriers) Figure 1e Apartment Unit Figure 1f Apartment Unit
(Understanding Air Barriers)
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Polyurethane Foam and EnergyStar Roof Coatings Pressure differences are the physical force that facilitates the operation of the four flows; heat flow, air flow, and moisture flow plus solar and other radiation. Typical systems used to combat these flows are: Gypsum Board (drywall) Exterior Sheeting Material (plywood or OSB) Flexible Barriers (plastic or vinyl sheeting) SPF can effectively replace all three and in addition eliminate the need for insulation. Note: Gypsum Board, or drywall, will still be required to facilitate an aesthetic appearance on the interior walls of the structure. SPF can be either externally applied covering the structural elements of the building or internally within the cavities of the structures envelope. Since correctly installed SPF is a closed cell structure it effectively isolates outside air from inside air thus creating an air barrier and restricting the four flows including the wind-washing effect. Air barrier systems should be: Impermeable to air flow. Continuous over the entire building enclosure or continuous over the enclosure of any given unit. Able to withstand the forces that may act on them during and after construction. Durable over the expected lifetime of the building. As seen in figure 2, air leakage can occur in many places within a building. SPF will create a complete sealed envelope within the whole building whether it is a house, commercial building, or a metal frame metal building. Figure 2
(Dik McGlaughlin)
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"With the best insulating value per inch, along with its soundproofing and strength benefits, foamed-in-place polyurethane insulation is an attractive alternative for residential wall construction." Dik McGlaughlin
When is an R-Value not an R-Value? Insulations R-value is accepted as the standard of measure for a wall, ceiling, or floors ability to contain heat in the winter and cool in the summer. It is in fact a fairy tale that is not known for being as such. Actual performance of insulation is virtually impossible to define with a single number. This makes it imperative that we know more than just a single number. The term R-value has been perpetuated down through the years because it obviously favors fiber insulation. If the fiber insulation was submersed in water or exposed to a 20 mph wind its R-value would virtually go to zero (David B. South). Given the same test SPF insulation (solid insulation) R-value would remain constant. Thus Rvalue is a fictitious number that supposedly indicates a materials ability to resist heat loss. To derive this number you take the k value of a product and divide it into the number one. K value is determined by an ASTM test. This test was constructed by a committee to give us the measurement values of something meaningful; hopefully. As indicated earlier, a major part of this flawed test is the favoring of fiber insulations such as: fiberglass, rock wool, and cellulose fiber and has very little input from solid insulation such as: foam glass, cork, expanded polystyrene, or urethane foam. This is due to the test not taking into account the movement of moisture (water vapor) or air (wind). Thus we see it does not reflect real world conditions. Fiberglass insulation, based on this test, would have an Rvalue of 3.5 per inch if tested with zero wind or zero moisture. Small amounts of moisture or wind would in effect cause the R-value to drop as much as 50% or more (David B. South). When you come right down to it fiberglass works better as a filter (on air conditioner or heater) than as an insulator. Graph 4 below best describes R-value at specific temperatures and zero wind. Graph 4
R-Value vs Temperature For Loose-Fill Fiberglass
20 18 16 14 12 10 8 6 4 2 0 1 2
R-Value
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Tem perature
45F -18F
32F
19F
9F
-4F
(David B. South) Heat loss, or migration, in insulation is a little understood subject but needs to be covered in order to better understand how SPF works and at what thickness is best since it has an aged R-value of 6 to 6.5 per inch of thickness. Graph 5 shows that at one inch thickness of SPF stops 70% of the heat loss and at two inches it increases to 90%. After two inches you get what is termed a Diminishing Rate of Return because for each additional inch the benefit reduces dramatically. Graph 5
Reduction in Overall Heat Loss 120 100 Percent of Heat Loss 80 60 40 20 0 1 2 3 4 5 6 7 Inches of SPF Urethane
(David B. South)
Synopsis: Polyurethane foam prevents most heat loss with only a couple of inches (David B. South).
Since SPF is applied during the insulation phase of construction it has many other benefits other than just as insulation. These are considered below: Perfect fit for irregular or hard-to-insulate spaces: Since SPF is applied by spray method it will encapsulate the cavity by becoming the exact shape of the cavity. Contains no formaldehyde: Formaldehyde is not used to produce SPF unlike fiberglass, either batts or blown in, and mineral wool. No harmful emissions after installation or drying: Within minutes of application SPF is completely dry and thus out gassing will cease. Not a source for food for mold: SPF uses no water as a blowing agent or formulation of the product; one of the agents essential for mold production. It also encapsulates and 30
Polyurethane Foam and EnergyStar Roof Coatings seals the cavity virtually eliminating any air infiltration; another agent essential for mold production. SPF will not shrink over time: SPF expands some 20 to 30 times its original size; filling the cavity and attaching itself to the walls of that cavity. SPF will not absorb or leak water: Since it is petroleum based and has a closed cell structure it virtually will not absorb or leak water through its structure. SPF is not damaged by water: Since it is petroleum based and has a closed cell structure it is virtually not damaged by water within its structure. SPF controls airborne sound transfer: Since it has a closed cell structure sound finds it very difficult to radiate through it. SPF has no framing distortion: Since SPF is sprayed into a three walled cavity the expansion pressure is relieved by the open side of the cavity. SPF cannot be used as a retrofit for an existing structure unless the cavity it is being applied to is opened on one of the four sides. SPF will not settle or sag: SPF expands some 20 to 30 times its original size; filling the cavity and attaching itself to the walls of that cavity virtually eliminating any sagging or settling. SPF adds shear value to structure: Since SPF fills the cavity, attaches itself to the walls of the cavity, and becomes a rigid structure when applied at two inches and more it provides excellent shear enhancement of the structure. SPF resists thermal currents: Other forms of insulation posses a phenomenon called thermal currents. Since other forms of insulation are not closed cell in structure thermal currents, or air movement, results by convection within the insulated space. This does not occur with SPF.
Description of Equipment Needed For SPF Applications

(Quoted from: http://www.sprayfoam.com/spps/ahpg.cfm?spgid=9) They are: Proportioning Machines Spray Guns Heated Hoses Auxiliary Equipment Mobile Spray Rigs (Complete Unit)
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Spray foam is applied using commercially available plural-component proportioning equipment. It should be applied by trained, professional contractors. SPF can also be applied using pre-packaged cans or larger pressurized bottles for smaller applications. The polyol resin and isocyanate material components are typically supplied in 55gallon drum sets. The materials must be shipped and stored according to specific procedures. Once in use on the jobsite, they are transferred from 55-gallon drums to the machine using special pumps called transfer pumps. (Quoted from: http://www.sprayfoam.com/spps/ahpg.cfm?spgid=9) Typical equipment used to apply SPF has two metering, or proportioning pumps (one for each component) that heat and proportion the isocyanate and polyol resin through heated hoses to the spray gun in a 1:1 ratio. The two materials are kept separate through this entire system until they come together in the gun, where they are mixed and spray applied to the substrate. Proportioning machines come in all shapes and sizes from several manufacturers. There are several major distinctions to consider when specifying and purchasing a machine: type of drive system, output and pressure capacity, heating capacity, and electrical system are the majors. Maximum and minimum hose lengths may be affected by the choices made in these major component areas. Pump Drive System: The drive system is what forces the metering pumps to go up and down, or back and forth. The metering pumps are the pumps that proportion, or ratio, the materials and move them out through the machine and hoses to the gun. Most drive systems are pneumatically, electrically, or electric-hydraulically driven. Pneumatically driven machines are typically less expensive, but because air is compressible, hydraulic drives are considered to be of higher performance. Output & Pressure Rating: A machines output rating is a measurement of how much mixed foam the machine will dispense in any given time period. Output is typically classified in pounds per minute, gallons per minute, or kilograms per minute. The machines pressure rating is a measurement of how much pressure the machine will generate to mix the chemicals at the spray gun. Pressure is typically classified as pounds per square inch (psi.) or bars for metric pressure measurement. Keep in mind that equipment manufacturers often classify their machines maximum pressure rating as a static pressure. Operating pressure is often less than what is rated. It is important to make sure that your spray guns output and pressure ratings are matched to your machine. Heating Capacity: Most spray foams are commonly processed at 140F150F. This temperature requirement is primarily to lower the viscosity of the
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liquid chemical components to assist in pumping and mixing. Often times the temperature of the material can affect spray pattern development and the physical properties of the finished foam product, so it is very important to assure the machines heating system is in good working order, and of enough capacity to keep up with the output of the machine. Electrical System: Most proportioning machines have heaters and control systems which require an electrical connection. Hydraulic machines use an electric motor to power the hydraulic drive system, which also requires electricity. Proportioning machines can typically be ordered by the (Quoted from: http://www.sprayfoam.com/spps/ahpg.cfm?spgid=9) manufacturer to operate anywhere in the world. Common electrical voltages are single-phase 220v, three-phase 220v and 380v. Know where your machine will be used and be sure it is compatible with the available electrical system. Most every commercial Polyurethane Foam Spray Gun uses impingement-mixing technology to mix the chemicals inside the gun. Pouring and injection applications can incorporate a variety of different mixing technologies including static and dynamic mix, however, in this section we will focus on spraying. It is important to understand that once the two materials come together inside the gun to mix, they begin to react immediately as they mix and exit the spray gun. If all of the reacted material is not expelled from the gun once the trigger is released, the material will set-up and harden inside the gun, rendering it non-usable. The design function within the spray gun that assures this does not happen is called purging. There are three basic purge systems offered by the various manufactures that offer different degrees of advantages and disadvantages, mechanical purge, air purge and solvent purge. Solvent purge is not that common in spraying foams as it is in coatings. Mechanical Purge: Mechanical purge serves two functions in a spray gun. A valving rod is set inside the mixing chamber of the gun. When the gun is not triggered, the valving rod remains static and closes of the two chemical ports. When the gun is triggered, the valving rod withdraws, opens up the two chemical ports to let the polyol resin and isocyanate materials into the gun to mix and spray. When the trigger is released, the rod comes forward closing off the two chemical ports and mechanically purges the remaining mixed material out of the gun. Air Purge: Air purge guns work similar to mechanical purge guns, except they purge the material from mixing chamber and gun block using a quick blast of air. Solvent Purge: Solvent purge is not that common and requires flushing of a cleaning solvent through the gun to neutralize the chemical reaction and the wash out the inside of the gun. This not favorable due to the fact that solvents
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cost additional money, they need to be properly disposed of (costing more money), and they can be harmful to the operators and the environment. However, the most common SPF applications are in the construction market with commercial roofing and perimeter wall insulation leading the pack. It is not always practical to lift the machine and all its auxiliary components onto a roof or into a residential home. For this reason, most SPF machines use several hundred feet of hose to deliver the raw materials to the spray gun for applying to the remote roof or wall surface. As mentioned previously, SPF needs to be heated to 140F-150F for optimum processing. Heating the material is the job of the pre-heaters located on the proportioning http://www.sprayfoam.com/spps/ahpg.cfm?spgid=9) (Quoted from: machine. Heated hoses are used to maintain the chemicals at the required temperature until they are mixed and applied with the spray gun. In any given SPF application, you will typically find much more equipment and power utilities in addition to the proportioning machine, spray gun and heated hoses. Many different power tools are used to prepare the substrates and perform set-up, operational and clean-up duties. This auxiliary equipment, in addition to the proportioning machines need electrical power to run and are typically powered by a mobile generator, unless power is available at the jobsite or building facility. The generator needs to be sized to handle the full load amperage draw of all jobsite equipment it is intended to power. The transfer pumps that supply the material to the machines from the 55-gallon drums are typically air driven and require a supply of compressed air to run. Most every spray gun is air actuated, which requires yet more air. Pneumatic machines also require compressed air in specific volumes to drive their pump drive systems. A large capacity air compressor located on the jobsite or OEM facility typically satisfies these air requirements. Mobile Spray Rigs integrate all of the necessary tools and equipment needed for SPF application into a turnkey trailer system. Most of these trailers are tag along style; however, you will also see them integrated into a box truck style as well. The benefit with a mobile spray rig is that all equipment is always set-up and stored in one place. The power utilities are also included in the rig so you always have electrical power and air. (Quoted from: http://www.sprayfoam.com/spps/ahpg.cfm?spgid=9)
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Situational Analysis
Situational Environment (SPF and EnergyStar Roof Coatings)
Both the new construction and re-roof categories of the roofing industry demonstrate a continual growth for the years of 2006 to 2012. Projections indicate no change in market percentages between the re-roof versus new construction categories (Surveying the Roofing Market). Currently the Texas roofing market for SPF and EnergyStar (liquid applied) is displayed in Graph 6 below. Graph 6
SPF and EnergyStar Roofing Texas Low Slope Re-Roof Market
46 Value in Millions 45.5 45 44.5 44 43.5 1 2 2006 2007 3 2008 4 2009 Year 5 6 2010 2011 7 2012
(Note: Statistical methodology is described in the Appendix) However, an opportunity exists where capturing other markets in which the cost of SPF and EnergyStar roofing would cause the market price to become elastic as a less expensive substitute. These are: APP Modified Bitumen 35
Polyurethane Foam and EnergyStar Roof Coatings Built Up Roofing Asphalt Built Up Roofing Coal Tar Built Up Roofing Cold Process CSPE Hypalon EPDM Metal Structural Other Single Ply Poly Vinyl Chloride SBS Modified Bitumen TPO
Since there are over 400 coatings with an EnergyStar rating and they have the ability to renew and restore many low-slope roofing types available in the market, SPF and EnergyStar roofing is presented with the opportunity of a potential market approximately 20 times its current one as illustrated below in Graph 7. Graph 7
Other Viable Markets Texas Low Slope Re-Roof Market
$805.00 Value in Millions $800.00 $795.00 $790.00 $785.00 $780.00 $775.00 $770.00 1 2006 2 2007 3 2008 4 2009 Years 5 2010 6 2011 7 2012
(Note: Statistical methodology is described in the Appendix) Social and cultural factors influence the move in the industry to SPF and EnergyStar roof coatings. Growing demand for more environmentally friendly products and processes of application have recently taken SPF from being an HFC blown polyurethane foam to an HCFC blown foam; due to HFCs taking 500 years to be purged from the atmosphere versus HCFC taking 20 years (Energy and Global Warming Impacts of CFC Alternative Technologies). Additionally, SPF roofing reduces the amount of energy used by commercial enterprises and requires less energy to manufacture than fiberglass insulation (Franklin Associates 1991) resulting in less greenhouse gases released into the atmosphere from electrical energy production plants (Power Labs 1996).
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Polyurethane Foam and EnergyStar Roof Coatings Demographics of the market contain all low-slope and no slope buildings of 2000 square feet of roof deck and larger with either APP Modified Bitumen, all types Built Up Roofing, CSPE Hypalon, EPDM, Metal Structural or Architectural, all types of Single Ply, Poly Vinyl Chloride, and TPO. In Texas this would include approximately 303,000 commercial buildings, as of the year 2002, requiring restoration or replacement over the next 30 years (2002 Roofing Industry Economic Census). Also included would be steep slope architectural and structural metal roofing since some of the EnergyStar coatings and SPF also posses the ability to restore them; this market is not reflected in the above graphs. Finally, existing roofs with SPF and EnergyStar roof coatings would be included since this type of roofing is a renewable system requiring maintenance, cleaning every three to five years and recoating every 5 to 12 years depending on physical forces and original installation mils (installed thickness). Economic and Business conditions also influence the demand for these products. As the cost of energy elevates, oil and natural gas, businesses are adjusting their business models to reduce operating cost. Since Texas is one of the southern most states, businesses domiciled there have energy costs that are mostly affected by the need for cooling. SPF and EnergyStar roofing materials both reflect heat and insulate the buildings, thus providing significant reduction in the amount of energy required to combat the physical forces subjected to them (Texas A&M). Additionally, both products posses tax implications (discussed later). SPF and EnergyStar roof coatings market is basically homogeneous. The state of technology is relatively stagnant since both have been in the roofing industry market for many years and all the manufacturers products are similar in composition with minor variations; SPF has variations as to density of the foam rated in pounds (weight) per cubic foot and EnergyStar roof coatings having a base composition of either polyurethane, acrylic, of liquid rubber. Politics, laws and industry regulations also favor these products (discussed later).
Neutral Environment (SPF and EnergyStar Roof Coatings)

Financial Environment: Currently only Austin Energy offers low interest loans and grant money for the retrofitting of buildings located in their service area. These include lighting, windows and doors, insulation (including roof insulation) and reflective roofing. Government Environment: In Texas there exist a current bill, SB 982, that would require, before construction or any major renovation to State of Texas Government Buildings begin, to be compliant to all energy reduction standards and such certification be presented to the state of Texas Energy Conservation Office. Section 1331 of the Energy Policy Act of 2005 179D provides a deduction with respects to energy efficient commercial buildings. Several areas are cited as attaining this deduction but our concern is of the building envelope deduction. The purpose of the deduction is to achieve a 50% reduction in energy cost. Once qualified the maximum deduction is $1.80 per square foot. Another federal government tax implication is a re-roof on a commercial building is a capital improvement and requires amortization at a 39 year schedule; however reflective 37
Polyurethane Foam and EnergyStar Roof Coatings coatings are a maintenance issue and are therefore expensed in the year it is realized (Instructions Schedule C 2005). An argument can be made that SPF does not add value or extend the life of the structure and could also be expensed in the same year but this is yet to be determined. Media & Special Interest Environment: Due to the manifestation of Global Warming, both environments favor any process that is more environmentally friendly.
Competitor Environment (SPF and EnergyStar Roof Coatings)

This type of roofing contains many competitors in the Texas. These are: All Quality Roofing Beldon Roofing Brazos Urethane Centimark Roofing Systems Mascon Inc. Milagro Reflective Coatings Texas Ceramic Coatings Texas Fifth Wall Thermal Guard Incorporated
Of these the internet only provides information concerning: All Quality Roofing, Beldon Roofing, Boyd Inc., Centimark Roofing Systems, Dallas/Fort Worth Urethane Inc, and Texas Fifth Wall. All Quality Roofing: They are a 30 year old roofing company that is primarily involved with installing polyurethane foam/gravel foam and modified bitumen membrane roofs. In addition to focusing on the Texas market they are also involved with completing projects at Guantanamo Bay, Cuba, Middle East, The Virgin Islands, Guam, and Guatemala for the U.S. Government. Since they appear on the Austin Energy Commercial Rebate Program Participating Companies List for Roofing Contractors their experience and capitalization would be significant (Austin Energy Commercial Rebate Program Participating Companies). The SPF and reflective coatings used by them is undeterminable at this time. Another relevant point is their website mentions coatings and foam installation services just briefly. More than likely they are using the direct sale method via salesmen. Boyd Inc.: Started in 1974, they are a commercial roofing company located in Mansfield Texas. Their website provides some information about the company, specifically their size. Operating currently from a 7500 square foot office and warehouse they have a full compliment of equipment such as: roofing asphalt tankers which include 7.5 ton roofing 38
Polyurethane Foam and EnergyStar Roof Coatings tankers, 6 ton roofing tankers, 37 ton roofing tankers and 50 ton storage tanker. Their website, www.boydbonedry.com, provides information about jobs accomplished; illustrating pictures of some jobs extraordinary in size. This reflects significant capitalization abilities as well as expertise in the SPF and reflective coatings market. Also, their website lists ER Systems as their only coatings and SPF supplier. Brazos Urethane: Recently was the sole bidder of the Louisiana Superdome SPF roof installation. Consisting of $35 million it was accomplished in record time; just in time for their season opener in September 2006. Locating information was difficult since no website exist. Completing the contract for millions it is reasonable to assume they are capitalized very well.
Edward B. Dunlap started D&Bnation wide and definitely they are the industry leader in in the basement of his Centimark: Being Laboratories in 1967 as a part-time industrial cleaning business Texas in the home. In 1968, with $1,000 seed money from D&B Laboratories and one associate, Dunlap started Northern Chemical commercial and industrial roofing industry. Being a publicly traded company, they are Company. This upstart building maintenance products and services business produced first year sales of $98,500.
capitalized very well and boast a 5A1 Dun & Bradstreet credit rating with a net worth in excess of $88.1 million. Their website, www.centimark.com, boasts both SPF and In response to customer needs, Northern Chemical Company became involved in roof maintenance. In the 1970s, the oil reflective coatings. They roofing market that was dependent on crude replacement roof crisis negatively impacted the built-upalso offer a full compliment of new and oil for asphalt. The quality of asphalt systems that include: EPDM, extract as much oil from crude as possible and the price of decreased as oil companies were pressed toPVC, Modified Bitumen, BUR, and Metal Roofing. asphalt
increased, resulting in higher roofing prices. Concerned about the quality of bituminous materials used in built-up tar and asphalt roofs, CentiMark began marketing and installing single-ply rubber (EPDM) roof systems. The newly developed EPDM polymer was both durable and waterproof. It was a cost-effective and energy-efficient solution to the increasing costs associated with built-up roofing. In the late 1970s and early 1980s, rubber polymer was one of the fastest-growing roofing products and accounted for almost 40% of new and replacement roofs on commercial and industrial properties. The company, with corporate headquarters in Pittsburgh, PA, grew through geographical expansion, diversification of product line and an aggressive National Accounts Program. In 1987, the corporate name was officially changed to CentiMark Corporation. Each decade brought a new milestone: revenue of $1 million in 1974; $10 million in 1984 and $100 million in 1994. In 1991, CentiMark was the first roofing contractor to be rated 4A1 by Dun & Bradstreet based on a strong credit appraisal and net worth. In 2000, CentiMark became the first and only roofing contractor to achieve a 5A1 rating from Dun & Bradstreet based on a strong credit appraisal and net worth in excess of $50 million. By year 2003, revenues exceed $247 million. CentiMark, with 65 offices in the United States and Canada, is the largest commercial roofing contractor in North America. Moving into the 21st century, CentiMark continues to make strides in the roofing industry with strategic business partnerships, relationships with group purchasing organizations and thousands of National Account customers. CentiMark leads the roofing industry with comprehensive roofing portfolio databases and e-commerce and web-based initiatives. To better serve customers, CentiMark has always kept abreast of new trends and technologies. New CentiMark Roofing Solutions include: single-ply EPDM, fleece-back TPO thermoplastic, copolymer rubber coatings, metal roofing and wall panels, spray polyurethane foam and steep slope shingles. CentiMark is the only coast-to-coast provider of commercial steep sloped shingles and the largest spray polyurethane foam roofing contractor in the United States. In response to today's energy concerns, technological innovations and customer-demands, CentiMark is moving forward with solutions for energy efficient roof systems to increase R values and reflectivity. Energy solutions include the 39 increased use of spray polyurethane foam, photovoltaic solar panels and environmentally safe, "green" roof solutions. It's the near future -- not the distant future -- when we'll see rooftops doubling as urban gardens and grasslands or as miniature electronic generating stations.
(Taken from http://www.centimark.com/aboutus/history/history.html)
Dallas/Fort Worth Urethane Inc.: Organized by John Ewell and Bengy Hurd in 1986, DFW Urethane installs SPF and reflective roof coatings. Between the two they have installed over 1500 SPF roofs across the United States. Over the last seven years they have also installed over 150 roofs consisting of about 2.5 million square feet of elastomeric, acrylic, and urethane reflective coatings valued at about $5 million. Their expertise is significant for installation, boasting a 97% customer satisfaction rating, and their website promotes both SPF and reflective coatings which is better than other companys websites. This indicates they are very well capitalized and are only using the direct sale method of advertising. Francis Brothers Inc.: They are a SPF and reflective coatings installer located in Amarillo Texas. Their website, www.francisbrosinc.com, has significantly more information about the market than most and promotes them very well. Conklin is their reflective coating manufacturer which, at the writing of this plan, has three coatings registered at EnergyStar.gov website. Capitalization abilities were not determined at this time. Schmidt Roofing Services: Located in Beeville Texas and ran by Paul Schmidt, they install both SPF and reflective coatings with Conklin products being cited on the website www.schmidtroofingservices.com. Determining capitalization strength and other facets is difficult to accomplish since their website has not been updated since November 2001.
Company Environment
Provider Construction was formed in 1979 by Drake Bellomy as a residential home contractor. In 1988, after constructing over 800 homes, Provider began focusing on insurance claims concerning damage assessments, repair, and reconstruction primarily focusing in roofing. In 1992, Provider expanded its operations from primarily residential construction to include, multifamily, homeowner associations, commercial, hotel/motel, industrial, institutional, and churches. In 2005 they began to enter the SPF and Liquid Applied roofing niche market. Application expertise of both SPF and EnergyStar roof coatings has not been attained yet; either by training or acquisition of qualified installers. This places the niche market outside their core competency. Some training from one of their suppliers of reflective 40
Polyurethane Foam and EnergyStar Roof Coatings coatings, APOC, has been received on a 400 square roof but this was limited to the application on an R panel roof with an acrylic coating. Currently Provider Construction has several suppliers for reflective coatings with the use of products from only one; APOC. The others are: Topps, ER Systems, Karnack, and UCSC. These suppliers provide varying products for different application: Polyurea, Polyurethane, Acrylic, and Liquefied Rubber. Provider Construction has a better than average reputation with their clients for a roofing company. They receive many referrals from previous clients which consist of about 1% of their new business. Over 80% of their new business is directly related to Yellow Page advertising. Provider Constructions Strengths: Established Roofing Contractor Standing Seam Installation Single-Ply PVC Installation Composition Shingle Installation Capitalization Storm Restoration Sales (Closer) Licensed Contractor In Multiple States
Provider Constructions Weaknesses: Lack Of Consultative Sales Experience Lack Of a Qualified SPF Applicator Lack Of Business Plan Lack Of Dedicated Sales Force to the Market Lack Of Marketing Plan Compliance
Target Market
Texas is the second largest state in size and fourth largest in the roofing industry revenue generation in the union with over 300,000 commercial buildings 2000 square feet of floor space and up. With the exception of standing seam metal and PVC roofing, new roofs have 10 to 15 years of usable life before replacement or major repairs are needed. Considering the amount of viable contractors in the market and the market size, the market is not being satisfied and above average profits potential is available for the next three to ten years. SPF and EnergyStar roof coatings can be applied to virtually any existing roofing system. These include: Modified Bitumen, all types Built up Roofing, CSPE Hypalon, EPDM, Metal Structural or Architectural, all types of Single Ply, Poly Vinyl Chloride, 41
Polyurethane Foam and EnergyStar Roof Coatings and TPO. These types of roofs vary in usable life of 10 to 30 years with either a reroof or a recoat needed at the end of that period.
Problems and Opportunities

SPF requires significant skill for a quality and successful installation. This creates difficulties in finding and acquiring qualified applicators. It also causes significant difficulty with applicators in training successfully completing the training. With the large amount of commercial buildings and small amount contractors installing SPF and EnergyStar coatings domiciled in Texas, any entrants into this market would be considered a first mover; this would only apply until a savvy contractor developed strategies to acquire a large share of the market. An opportunity of securing and holding a large segment of this market presents itself for as short as three months to up to three years. This is due to current advertising and sales strategies being conducted by the contractors in the market; non existent. Of course this can change rapidly since others may already be pursuing strategies of similar nature.
Marketing Objectives and Goals

Ten percent of the existing market, (SPF and Liquid Applied) and cross over market (Mod Bit, EPDM, Structural and Architectural Metal, BUR, PVC, Hypalon, Etc) of the SPF and EnergyStar roof coatings market entrance is a the three to five year goal. Initially the first goal is to within the first year secure 1/2 percent of the existing market plus training and certification of applicators. In addition, locating and training adequate sales force to meet the above sales goals.
Marketing Strategy
Each category (SPF, EnergyStar, and Foam Insulation) will have essentially the same strategy; Market of One and Product Differentiation strategy. This will consist of: (1) Sales Force, (2) Internet Based advertising, (3) Direct Mail advertising, (4) Outdoor Advertising, and (5) Yellow Pages. These five areas will form Provider Constructions Marketing Communication.
Marketing Tactics
To achieve a Market of One the following tactics will be followed. Illustrated below is how each area will follow the strategy. Sales Force: Divided into two groups consisting of: (1) Appointment setters via of the telephone and (2) Sales persons via direct contact. Appointment setters will solicit over the phone commercial enterprises with 2000 and more square feet to determine if they 42
Polyurethane Foam and EnergyStar Roof Coatings posses roofing issues. Once roofing issues are identified, they will determine, if possible, what type of roof the commercial enterprise possesses and then hand off the contact and information to the direct salesman. The direct salesman will not only pursue leads provided by the appointment setters but will also cold call prospective business identified by scouting their assigned territory. Specific Marketing Communication concerning each type of roof found in the market will be developed by the Marketing Department and will follow a need satisfaction theme. To effectively follow a Market of One strategy it is essential to only communicate information concerning their roof type and problem. Also, this type of sell is a consultative sale requiring relationships to be formed with the building owner and may take several months to close. Internet Based: This will be conducted by both a website and web based searching of potential contracts. An optimized and functional website is to be developed. Optimization will enhance a search engine based solicitation. Functionality of the website is essential and this will be accomplished on the three click method with many forms of PDFs of Provider Constructions print based Marketing Communication. Additionally, the Marketing Department will register with websites of the following enterprises purchasing departments: State Offices Cities Offices County Offices School Districts Federal Government Custom Home Builders (insulation) Roofing Contractors (not entered the market) Other Large Organizations
Direct Mail: This will be facilitated by mailing directly to building owners with Marketing Communication that is request from the website or from mailing lists. A database of such will be developed for either the phone solicitors or the direct salesmen to follow up. Outdoor Advertising: This consists of vehicle signage, yard signs, and the use of billboards. Yellow Pages: This will be used on a limited basis in large metropolitan areas. Note: Five databases will be developed to continue relationship development. First a master contact database containing all the commercial buildings in Texas 2000 square feet and up. Second a database with all the names of the first list that has been contacted with any information acquired by either the phone solicitors or direct salesmen. Third a database of all contacts made that requested marketing communication indicating which types. Fourth will be a database of all contacts made by the direct salesmen and resulting information gained. Fifth a database of all sales made for maintaining marketing communication for maintenance and recoats at the end of the roofs service life. 43
Implementation and Control

Implementation will follow the following sequence: 1. 2. 3. 4. 5. 6. Form a marketing department. Research and write the marketing plan. Develop marketing communication. Develop strategies for the sales force and identify hydrogenous type of salesman. Hire and train salesman, telephone solicitors, and qualified applicators. Start campaign.
Each member of the sales force will maintain a contact and activity log with a minimum of 40 initial contacts plus 100 cultivation contacts per week for the salesmen and 1500 contacts a week for telephone solicitors. In addition, each week the phone solicitor will develop 30 viable leads. Each week on Monday and Wednesday a sales meeting will be conducted for 30 minutes to get feedback, report status of sales, and provide additional training. Both the salesmen and phone solicitors will not miss in excess of two meetings a month. The marketing department will develop spreadsheets to benchmark each application project. These will set inventory levels, to be verified, for each quarter phase of the project to ensure product is being applied at correct thicknesses.
Summary
Presently all three niche markets are extremely viable; SPF roofing, Reflective Coatings, and Foam Insulation. Rises in the price of energy and the populations attitude toward environmentally friendly products is causing both homeowners and commercial building owners to find alternative, energy efficient, building products. With relatively few companies in the market above average profits will be realized for the next five years or more. Lower energy expenditures are the most significant driving force behind this market. A large number of markets in the U.S. economy are in the mature stage of the product life cycle. Since this demands a strategy of low price leader reduction of fixed operating cost is necessary to realize normal profits for businesses. All three niche markets will satisfy this need. SPF roofing, Reflective Coatings, and Foam insulation installation have, by business standards, relatively few barriers to entry. Capitalization is minimal but out of reach to approximately 90% of all roofing contractors. The most significant barrier to entry is qualified applicators since spraying polyurethane foam requires significant expertise and training. 44
Appendix
Statistical Methodology
2006-2012 Re-Roofing Market Projections:
Baseline sales data is derived for the years of 2002 and back. For the purpose of this Marketing Plan only the state of Texas is considered and provides us with the total value of the Roofing Market in Texas for the year 2002 (2002 Roofing Industry Economic Census). The areas of the Texas re-roofing market that is a direct market for SPF and EnergyStar roof coatings are: Liquid Applied Sprayed Polyurethane Foam The areas of the Texas re-roofing market that is an indirect market, possible capture, for SPF and EnergyStar roof coatings are: APP Modified Bitumen Built Up Roofing Asphalt Built Up Roofing Coal Tar Built Up Roofing Cold Process CSPE Hypalon EPDM Metal Structural Other Single Ply Poly Vinyl Chloride SBS Modified Bitumen TPO
45
Polyurethane Foam and EnergyStar Roof Coatings A survey, conducted by the NRCA, of roofing contractors percentages devoted to each category of the roofing industry and broken into to New Construction and Re-Roof divisions gives us our percentages to be applied to projected values of each category of the re-roofing market (Surveying the Roofing Market). All statistics given in this category are to be considered 80% reliable and in no way precise.
46
Intentionally Blank
References
1996 Roofing Contractors/Systems Performance Information, Dr. Dean Kashiwagi. Ph.D. P.E. 2002 Roofing Industry Economic Census, U.S. Census Bureau, U.S. Department of Commerce, Issue December 2004 Austin Energy Commercial Rebate Program Participating Companies List for Roofing Contractors, October 18, 2006, http://www.austinenergy.com/energy %20efficiency/programs/rebates/commercial/commercial %20energy/participatingCompanies.pdf Comparative Energy Evaluation of Plastic Products and Their Alternatives for the Building and Construction and Transportation Industries, Final Report 1991 prepared for The Society of the Plastics Industry by Franklin Associates, L.T.D. Cool Roofing Jargon, William A. Kirn, RRC, September 2004. Cool Roof Systems, National Coatings, August 22, 2006, http//:www.nationalcoatings.com Energy and Global Warming Impacts of CFC Alternative Technologies, Executive Summary, 1991, Alternative Fluorocarbons Environmental Acceptability Study, U.S. Department of Energy. Energy Conservation and Thermal Envelope Design Using Polyurethane. Spray Polyurethane Foam Mason Knowles. Assistant Director: SPUSPFD, presented at NCSA Construction Materials and Technology Institute 1996 University of California, Berkeley California. Energy Efficient Roof Design, Patrick Downey President of Merik Inc, RCI Interface Magazine May 1995. Factors Affecting the Field Performance of Spray Applied Thermal Insulating Foams, presented at Spray Foam 93 by M. Bomberg, Ph.D. P.E. and R. Alumbaugh, Ph.D. P.E. Field Study On Whole House Air Infiltration, 1997, Dik McGlaughlin. August 12, 2006, http://www.spray-foam.com/questions.html
47
Polyurethane Foam and EnergyStar Roof Coatings Instructions Schedule C 2005, IRS, Page C-5, Line 22, October 18, 2006, http://www.irs.gov/pub/irs-pdf/i1040sc.pdf#search='Schedule%20C%20instructions' NRCA Sprayed Polyurethane Foam Based Roofing Manual, 2003. Power Labs Oil Consumption Chart 1996, http://powerlab.fsb.hr/OsnoveEnergetike/1999/bpstat/tables/oilcon2.htm R Fairy Tale: The Myth of Insulation Values, David B. South, October 16, 2006, http://www.monolithic.com/plan_design/rfairy/index.html RICOWI Roofing Industry Committee On Weather Issues Hurricane Charley Ivan Report March 1996. Roof Coatings For Better or Worse, Dick Baxter, May 2006 http//:www.professionalroofing.net SPF as a Green Building Material, Mason Knowles Assistant Director, SPYSPFD, presented at University of Floridas Green Building Material Conference, June 1996. Surveying the Roofing Market, Carl Good, Professional Roofing Magazine, NRCA, August 12, 2006, http://www.nrca.net Texas A&Ms SPF Roofing Experience presented at Spray Foam 94 by Sam Cohen, P.E. Physical Plant Department, Texas A&M University. Thermal Conductivity in Mechanically Fastened Roof Systems, Mike Watts CST. CDT. Interface Magazine May 1996 issue. Understanding Air Barriers, Building Science Corporation 2005, Joseph Lstiburek, Ph.D., P.Eng. Urban Heat Islands, Mark Decot, Department of Energy, presented at Oak Ridged National Laboratories, Sustainable Low Slope Workshop, Oak Ridge Tennessee, October 1996.
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Polyurethane Foam and EnergyStar Roof Coatings

Marketing Plan Texas

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Picture 3 Modified Bitumen Mechanically Fastened

Polyurethane Foam and EnergyStar Roof Coatings Table 1

Polyurethane Foam and EnergyStar Roof Coatings

EnergyStar Roof Coatings

About ENERGY STAR

Polyurethane Foam and EnergyStar Roof Coatings

COOL ROOF RATING COUNCIL

Cool Communities Mission Statement:

Polyurethane Foam and EnergyStar Roof Coatings

Roof Surface Material

Built Up Roofing Aluminum Coating White Acrylic Coating

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Sprayed Polyurethane Foam Insulation

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

(Understanding Air Barriers)

Figure 1c Multi-Story Building

Figure 1d Office Space

(Understanding Air Barriers) Figure 1e Apartment Unit Figure 1f Apartment Unit

(Understanding Air Barriers)

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Description of Equipment Needed For SPF Applications

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

Neutral Environment (SPF and EnergyStar Roof Coatings)

Competitor Environment (SPF and EnergyStar Roof Coatings)

Polyurethane Foam and EnergyStar Roof Coatings

(Taken from http://www.centimark.com/aboutus/history/history.html)

Problems and Opportunities

Marketing Objectives and Goals

Polyurethane Foam and EnergyStar Roof Coatings

Implementation and Control

Polyurethane Foam and EnergyStar Roof Coatings

Polyurethane Foam and EnergyStar Roof Coatings

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