(9 Total References)
STEVEN FIELD |PRESIDENT|SMF ...
STEVEN FIELD |PRESIDENT|SMF CONSULTING
Before becoming president of Invincible Associates Inc. eight years ago, Field was in the fashion industry.
He owned a chain of 45 clothing specialty stores in the Northeast and manufactured apparel and shoes.
Invincible Associates employed 27 and posted revenue of $1.5 million when Field became president.
Another Tough Season
For Steven Field, president and CEO of Largo, Fla.-based Invincible Associates, a roofing company, and Performance Exteriors, Invincible's sister company that handles all other exterior work, this is particularly troubling news.Field says he has millions of dollars of work still remaining due to hurricane damage during last year's devastating storm season, and the coming months could be particularly challenging if major storms again hit his area."Our first obligation is to take care of the work from last summer and fall," he says.But he'll have to balance that obligation with his "regular" business and, if predictions hold true, repairing damage caused by 2005 storms.
The upcoming hurricane season, predicted to be active, could cause various difficulties for remodelers and homeowners.Field
has learned some lessons from last year, when three hurricanes ripped through Florida in a matter of weeks, causing billions of dollars in damage.For one, should the storms hit, he'll cap his
backlog at three or four months and not hire unqualified people to meet the nearly unlimited demand."I'm taking only the amount of work that I know we can handle without sacrificing quality," Field
haste to help people who needed it last year, he
ended up overextending himself, and the quality of work suffered."It happened to everyone," he
says, speaking of other Florida contractors.
The Tampa Business Journal
Steven Field brings style to roofs, windows
The membrane comes in a variety of colors, but Field
wanted something that would appeal to more customers.Working with an Israeli company, he
designed a membrane with a shingle-like appearance in colors such as tan and terracotta.
"I brought a little fashion to the roofing industry," he
The price of the membrane roofing system, which carries a lifetime guarantee, usually falls between shingles and tile roofing, he
said.Invincible Associates offers financing through the company itself and two banks and six finance companies. Field
said the company receives no fees or incentives when customers get financing.About half of the company's sales are financed.
The company owns its marketing and administration headquarters on 75th Street North off Bryan Dairy Road and a 6,000-square-foot warehouse nearby.Field
said the company is debt-free.
"The hardest part was getting people to believe and buy into this roofing system and my vision," he
LARGO -- Steven Field
brought a sense of style to the roofing industry, one that sets his
company apart from others and drives profit making. Before becoming president of Invincible Associates Inc. eight years ago, Field was in the fashion industry.He
owned a chain of 45 clothing specialty stores in the Northeast and manufactured apparel and shoes. Field
applied what he
describes as aggressive sales techniques and business creativity to Invincible Associates
"You're always looking for a niche in the fashion industry," he
said."We have a niche in the roofing industry."
The company focuses on only one type of energy-efficient roofing and one type of window system.The roofing system includes some color and design changes that Field
pioneered. Invincible Associates employed 27 and posted revenue of $1.5 million when Field became president.
The company now employs 115, and revenue increased from $10.7 million in 2001 to $16 million in 2002.
"We control our own destiny," Field
said."We don't wait for people to come to us.We're proactive."
That translates to marketing costs for Invincible Associates
of approximately $500,000 a year, Field
Invincible Associates offers free video roof inspections, which Field
said pays off by showing customers what they usually cannot see and demonstrates a need, he
The company offered only roofing until Field
decided to diversify and tapped into its customer base to also sell energy efficient windows.
TCPalm: Local News
Invincible CEO Steven Field, who wasn't at Friday's meeting, said the purpose of returning the deposits was to provide an option for homeowners waiting for new carports and storage sheds.Field said he wasn't going to be able to fulfill all of the 146 contracts in a timely manner because of a lack of work crews.
"We were probably naive" about the demand for manufactured home components, Field
said."We got backed up on aluminum jobs, and I got very uncomfortable having all these deposits.Barefoot Bay was one of the largest areas where we were flooded." Field
accompanied each deposit with a letter to the homeowners explaining the delay problem.Almost all the checks have been cashed, he
"I wanted to give the people a chance to find another contractor rather than wait for four to five months on us," Field
The New Workforce
The Largo, Fla.-based contractor launched a nationwide recruiting campaign at the end of last summer to double its workforce to 300 in order to handle the repair work that Invincible's president, Steven Field, is anticipating after the recent hurricanes that tore through the state.