At JPJ Technologies Inc., Training Is theCornerstone of SuccessOne of the hottest trends in the decorative concrete industry is the use of faux rock—a synthetic product molded from fiber-reinforced concrete, polymer-modified concrete, or other materials—to create durable, realistic landscaping and water features (see Faux Rock Expands Design Possibilities). A leader in the evolution of this market is JPJ Technologies—an Arizona-based company that educates contractors and homeowners alike in all the techniques and materials necessary to fabricate their own faux rock creations. It is this strong emphasis on training, rather than product sales, that JPJ hopes will set them apart from other synthetic rock firms that pitch the use of proprietary products.  Learn, earn, and save Jim Jenkins, the owner of the company, has been marketing, designing, and building faux rock elements for more than 20 years. Before he established JPJ in early 2000, he was involved in the training of faux rock methods and materials with the intention of selling products. However, he decided to shift the focus to training to give his customers the know-how to be self-sufficient. JPJ's philosophy is to "learn, earn, and save." "Our goal is to actually teach our customers to make the products," says Jenkins. To describe the difference between selling products and training customers to make products, he uses the metaphor of prepackaged salad-in-a-bag. "A shopper will purchase salad-in-a-bag at a grocery store because it's convenient. But in business, this approach is not profitable because of the high markup for premanufactured products. We teach our clients to make the 'salad' themselves using the most cost-effective ingredients available," he explains. Though JPJ doesn't sell products as a rule, they do recommend the use of certain materials and equipment they have found to be effective. In fact, they have established partnerships with several manufacturers and suppliers they have identified as having high-quality resources for synthetic rock construction, and they work with those companies to obtain lower prices for trainees. JPJ does not accept commissions from the companies they partner with, which allows them to tell students about all the products available for synthetic rock construction—not just those offered by partner firms. The primary objective is to give students the freedom to choose their own materials based on their needs, interests, and budget. "The materials we recommend using are very basic and generally are available across the country. If they aren't, we will find them for trainees," says Jenkins. The many ways to build a boulder JPJ offers a broad range of training options, from the most basic do-it-yourself instruction to an intensive hands-on class that covers everything from marketing and sales to faux rock texturing and coloring methods. For homeowners who just want to learn the basics, JPJ offers a series of do-it-yourself training videos providing easy-to-follow, step-by-step instructions. The next level of training is a mail-order course that covers all the methods of faux rock construction as well as marketing, estimating, and sales strategies. This self-paced course is a prerequisite for students attending the hands-on class but can also be taken alone. "We sell very few mail-order-only courses," says Jenkins. "Most people who come to us want the full hands-on training, which is really necessary to be successful." Hands-on courses are held year-round at JPJ's facilities in Arizona. Students who take the class are instructed to study the mail-order course at home at their own pace so everyone is up to speed on the various techniques before the intensive three days of hands-on instruction begins. "Our goal is to show students all the options in materials and methods that are out there. Having that preschooling is the only way we can train students in such a short time period," says Jenkins. Class sizes are limited to 14 students, and usually every class is full. During the training, students visit actual jobsites in the area and are put to work building synthetic rock structures. They also are introduced to various texturing and staining processes. All students who successfully complete the course earn a Master Builder Certification stating that they are educated in the 10 general methods of rock construction that JPJ teaches. The techniques applied in each class include making molds and casting from a mold, building with recycled materials, building with fiber-reinforced and synthetic concrete, using a gunite machine, building solid-fill rock, and much more. Trainees who want to try more advanced techniques on their own can refer to the training videos and detailed technical manual that come with the course. JPJ also provides full technical support to trainees once they get out in the field. Students who want to master specific skills can also arrange for one-on-one training from JPJ. Graduates put training into action How soon trainees can fully apply their skills after leaving the hands-on class often depends on how much experience they had prior to the training. Although students come from all backgrounds and regions of the country, approximately 65% of them are already involved in landscaping or pool construction. These students usually apply the methods they learn very quickly because they have the clientele, tools, equipment, and other resources necessary. But most students, whether they come to JPJ as novices or with prior experience, are able to build impressive synthetic rock features immediately after the hands-on training. Paul Harrell, owner of Clear Springs Pools, San Antonio, Texas, had experimented with synthetic rockwork before attending the class, but he wanted to hone his skills and learn new techniques. Within three weeks of completing the training, he successfully bid a job to build a rock swimming pool. "After taking the course and actually working hands-on, I have taken on bigger jobs and have a lot more confidence," he says. For people who are starting fresh in the industry, such as Mike Wear, owner of Falls Anywear, Lynchburg, Va., it may take more time to acquire the resources and customers necessary to launch a business. When Wear attended the hands-on class over a year ago, he was a mechanical engineer with some experience building aquatic facilities, but no experience with synthetic rock. Now he has a successful business building faux rock waterfalls and water gardens for residential clients. "The training gave me enough confidence to go ahead and start my own business," says Wear. To attract customers, his first project was to build a rock waterfall on his own property. "No one else was doing this sort of thing in the Central Virginia area. I wanted to be able show people what I could do," he says. Kirby Kilfoy, owner of Sweetwater Pools, Oklahoma City, Okla., also became the first contractor in his area to do synthetic rockwork. Soon after taking JPJ's class, he started a spin-off company named Faux-Stone, and he claims he is the only contractor within a 200-mile radius to do this type of work. The most useful technique he learned was how to make rubber molds of natural rock formations so he could realistically replicate their texture and shape. Once trainees begin practicing their techniques in the field, only their imagination and resources limit the types of rockscapes they can build. Elaborate water features, synthetic rock swimming pools, and rockscapes for theme parks are popular applications. But students also use their skills on a smaller scale to create outdoor furniture, sculptures, ponds, stand-alone boulders, and many other design elements. "The techniques that Jim teaches can be used for a wide variety of applications," says Wear. One of the most unique applications is a line of illuminated synthetic boulders, developed by Kilfoy. After learning from JPJ the techniques for making hollow rock, Kilfoy dreamed up a way to house fiber-optic lighting and spinning color wheels inside his boulders to add soft night lighting of ever-changing color to outdoor spas and gardens. Support services help ensure success It takes more than mastering synthetic rock construction techniques for trainees to become successful. They also must learn how to market and sell their newly acquired skills and be able to meet the needs of customers who are after one-of-a-kind creations. That's where JPJ's expertise in the industry can be of the greatest assistance. The technical manual all students receive has an extensive marketing section, but even more useful are the marketing pointers they learn from Jenkins during class. "I believe marketing is the most important thing in making a company successful," he stresses. "During the class, we not only cover the best ways to get your company name out there, but also how to make the sale once the phone rings." Perhaps the most useful marketing tool students receive is an extensive 30-page photo portfolio showing completed synthetic rock projects. For each project pictured, JPJ provides job costs; the time, materials, and labor required to build it; the price the job sold for; and the profit made. "Students who are new to this and don't know what a particular feature might cost to build can look in the book and find a similar project to determine what it should sell for," explains Jenkins. As part of the training, students become associates of JPJ for one year. As an associate, they receive full technical support and field consultation as well as access to the company's extensive stores of technical information and training materials. Whenever trainees need help finding certain materials or adapting the techniques they learned to a specialized application, they can rely on JPJ for assistance. For an annual fee, trainees can renew the association membership to continue receiving these support benefits. JPJ is seeing a growing interest in their school of faux rock construction and the opportunities the industry has to offer. Last year alone, JPJ trained 280 students. And this year, they expect to graduate even more trainees. JPJ will soon have a short video available for potential trainees showing them what the hands-on training involves and how much they can learn by attending. "It's hard to explain to people everything we offer in the hands-on class, so we feel the video is the best way to do that," says Jenkins. JPJ Technologies Inc.  Anne Balogh writes feature articles each month for The Concrete Network (www.concretenetwork.com). She is a freelance writer based in Glen Ellyn, Ill., and a former editor of Concrete Construction magazine. Find a Concrete Contractor 23 Services in 200 Metros -- U.S. and Canada © 2008 ConcreteNetwork.com None of this site may be reproduced without written permission |
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