Window of opportunity
October 1st 2008

Julian Davies of Window Cleaning Warehouse talks products,poles and the value of independent advice to Gerardine Coy

Julian Davies was formerly in the merchant navy and Steve Fox still works in the film industry as well as at Window Cleaning Warehouse. So how did these two from such different backgrounds come to start a window cleaning firm, and then go on to form WCW? "Basically we needed to make some money," laughs Davies. "We built up quite a large window cleaning business, and we had a need to buy gear for ourselves.We had trouble getting decent suppliers so we decided it would be easier to supply ourselves, and to supply other people.We started it as a separate business and it's been going over the last four years." The market for equipment suppliers is crowded but what sets WCW apart is this link to a window cleaning business. "We know everything that we are selling.We've either used it or tested it. And that's everything from your simple hand tools like squeegees to rope access/abseiling specialist equipment." Davies says customers appreciate advice from a company that has window cleaning experience, especially when making the move from being a traditional window cleaner to buying a water fed pole system.This is one of the biggest purchases window cleaners ever make so it has to be carefully researched. "Customers can phone us up, come down and talk things through with us.We're not just sales people,we know how they work, the advantages – and the pitfalls – because nothing does exactly what it says on the tin." The fact that WCW is independent means it can provide a genuine best fit solution."We won't try and sell customers something that's not going to suit them.We don't need to."

What's going on As an independent,WCW is in a good place to gauge what's currently happening in the marketplace.At the moment poles are selling well.

"Since we started, people want lighter poles, but they also want them to be more robust." The split in sales between traditional products and water fed poles for WCW is around 50/50. And though rope access is still a niche market, Davies thinks that as people look to spend less on maintenance of buildings, they will turn to it.Davies says portability of the systems is another issue. "People who have invested quite heavily, say £20,000 in a van, and a system which is just one vehicle, are now realising as their business grows, they've got to spend another £20,000 on a system, which is a little bit of a drawback." So it makes sense that WCW is currently promoting the Ultra Pure Inter Lock system which circumvents this type of problem.

"It's an American machine that offers the ability to have a static system, a mobile system, or a van mounted system all in one unit. It can grow with your business. Instead of having to buy the whole new van and system again, you just buy another unit, which is about £3000." Training is the next focus for WCW. "It is a new area for us as a business, but something as window cleaners we've always been into." Davies feels that the training courses on offer for window cleaners are often not tailor made for the market so WCW is making inroads. "At the moment we're sponsoring a course by the Federation of Window Cleaners,we're providing rope access courses here in Wales, and we will look to provide other services as we get feedback from our customers." To make training accessible,WCW is considering a number of different possibilities, such as offering training with equipment.

WCW has another, possibly controversial, safety concern. Although it agrees water fed poles have many advantages, the company thinks that under certain circumstances, they may introduce other risks into the marketplace."A guy on the ground with a pole 60ft long above his head, in a windy place or a crowded street, is definitely not a safe thing.Getting it up there causes a multiple of manual handling questions," says Davies. In WCW's opinion these potential handling issues are likely to cause a build-up of problems."We think in years to come employees may be looking to employers for back injury, neck injury, aches and strains," he says. "I wouldn't be surprised if in the future there is legislation to limit the length of pole used, and I think actually there should be."

WCW is gradually expanding its customer base, selling into Europe, and looking into the developing market in South Africa.Any complications are mostly logistical.Davies says the American market is there, but logistically quite difficult. He reckons the UK is a bit of a niche market for domestic window cleaners, and that people don't tend to have window cleaners to regularly clean their homes in many other places in the world. "They either do them themselves or they don't do them.With the American market, they might have them done twice a year and pay a fortune for it, but they make a booking with someone, it's not somebody who just turns up once a fortnight." He thinks the personal touch is lacking in that particular arena, with window cleaning largely faceless and corporate, unlike the UK market which definitely depends upon the individuals involved.

Secrets of success The most important element for a window cleaning business? "It's got to be motivation.You start off, you've got to work for yourself, you've got to be motivated in all areas.You only get out of it what you put in. And you can get as much out of it as you want to put in.

Motivation is the absolute key." Davies' can do attitude doesn't accept anything less than pure effort. He believes everything is achievable, even for a complete beginner. "There's no specialist knowledge or anything you can't learn along the way." And with all his talk about customers being able to contact the company and come in for a chat, it's not surprising when he adds one other ingredient to his ideal business mix – communication. "Good communication skills are important because if people like you they'll keep you." (Off the record Davies also conceded that the WCW staff's good looks were probably also a factor in the company's success).

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