WSA reshapes its business plan

Friday, October 1, 2004

MANALAPAN, N.J. - Fire product company WSA Manufacturers is reshaping its business on multiple fronts - changes that are expected to make the company a stronger player in not just the fire market, but also in other fields.

One of these changes include the addition of a regional sales force that is not only selling to WSA’s long-standing clientele but also pursuing business from customers of SafeTech International, a Lenexa, Kan.-based fire panel manufacturer WSA bought late last year.

That deal gave WSA access to a line of analog, addressable and fire alarm panels for the first time, plus peripheral items, such as digital displays. WSA had already established itself as an annuciator provider.

“We’re courting an existing dealer base that we obviously have as a result of acquisitions, and we have the feet on the street knocking on doors and cultivating new business,” said Bill Neogra, vice president of operations at WSA.

The additions are expected to have a significant impact on WSA’s business, which some could say has been operating under the radar until recently.

“We have a small portion in regard to the overall market,” said Thomas Broere, vice president of sales and marketing about the company’s fire business. “However we have a real aggressive, fast track program in place to more than quadruple our sales in the first year.”

Broere declined to release revenues for the privately owned company, but said it plans more growth thanks to a new line of products the company plans to launch in the future.

According to Neogra, those products include digital video technology that is now in development, as well as a time and attendance system to be deployed before the end of the year. The company currently offers access control and a visitor management line of products.

The goal, said Neogra, is to become a one-stop provider of security and fire products. And to become that, Neogra said WSA will consider additional acquisitions as a way to further grow the business in the future.