VS COMPETITORS

COMPETITIVE SNAPSHOT:

MOD BIT APPLICATIONS

FOR A 10 YEAR WARRANTY

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

Topcoat systems cost less: Fewer materials, less

labor for the job

Time value of money: With less time needed to

install Topcoat, you can move on to the next job

faster

Less Complicated: Topcoat system - 1 coating

product vs. Competitor H - 2 separate coating

products

Higher Quality Ingredients: Allow fewer gallons,

fewer coats

Less Disruption: Job completed faster, less

time and labor needed

Manufactured by GAF: North America’s

Largest Roofing Manufacturer, we understand

roofing!

CONTRACTOR TALKING POINTS PROPERTY OWNER TALKING POINTS

3 COATING LABOR HOURS

5.2 GALLONS NEEDED

3 COATS PER SQUARE

FABRIC INSTALLATION

REQUIRED: 2 LABOR

HOURS

TOPCOAT IS THE

BETTER VALUE

BECAUSE…

It’s not about the price per bucket, it’s about

the price per job

The expense is in labor, fewer coats means

getting on and off the job faster

Fewer gallons and no fabric means lower

overall price

TOTAL COST OF COATING &

COATING LABOR, PLUS FABRIC &

FABRIC LABOR ON A 10 SQ JOB

SAVINGS FOR USING GAF

TOPCOAT SYSTEM VS

COMPETITOR H.

$1728 47%

COMPETITOR “H”

Typical cost of a 10 sq job

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

Topcoat systems cost less: Fewer materials, less

labor for the job

Time value of money: With less time needed to

install Topcoat, you can move on to the next job

faster

Less Complicated: Topcoat system - 1 coating

product vs. Competitor U - 2 separate coating

products ( plus the primer)

Higher Quality Ingredients: Allow fewer gallons,

fewer coats

Less Disruption: Job completed faster, less

time and labor needed

Manufactured by GAF: North America’s

Largest Roofing Manufacturer, we understand

roofing!

CONTRACTOR TALKING POINTS PROPERTY OWNER TALKING POINTS

TOTAL COST OF PRIMER,

COATING, AND LABOR ON A 10

SQ JOB

*IF YOU INCLUDE

WARRANTY CHARGES

IN THE COMPARISON,

THE TOPCOAT SYSTEM

PROVIDES 13% IN SAVINGS.

EVEN THOUGH COMPETITOR

“U” IS 9% CHEAPER...

5.1 GALLONS NEEDED

(INCLUDING 1 PRIMER)

4 COATS PER SQUARE

(INCLUDING 1 PRIMER)

4 COATING LABOR HOURS

TOPCOAT IS THE

BETTER VALUE

BECAUSE…

It’s not about the price per bucket, it’s about

the price per job

The expense is in labor, fewer coats means

getting on and off the job faster

Only one coating product needed and no need

for primer

COMPETITOR “U”

$833 9%

13%

Typical cost of a 10 sq job

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

Topcoat systems cost less: Fewer materials, less

labor for the job

Time value of money: With less time needed to

install Topcoat, you can move on to the next job

faster

Less Complicated: Topcoat system - 1 coating

product vs. Competitor S - 2 separate coating

products

Project Cost: Cost to apply Topcoat is less per

square

Less Disruption: Job completed faster, less

time and labor needed

Manufactured by GAF: North America’s

Largest Roofing Manufacturer, we understand

roofing!

CONTRACTOR TALKING POINTS PROPERTY OWNER TALKING POINTS

TOTAL COST OF COATING &

COATING LABOR, PLUS FABRIC &

FABRIC LABOR ON A 10 SQ JOB

SAVINGS FOR USING GAF

TOPCOAT SYSTEM VS

COMPETITOR S.

TOPCOAT IS THE

BETTER VALUE

BECAUSE…

It’s not about the price per bucket, it’s about

the price per job

The expense is in labor, fewer coats means

getting on and off the job faster

Fewer gallons, no fabric, lower overall price

6.4 GALLONS NEEDED

4 COATS PER SQUARE

4 COATING LABOR HOURS

FABRIC INSTALLATION

REQUIRED.

2 LABOR HOURS

COMPETITOR “S”

$2396 62%

Typical cost of a 10 sq job

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

CONTRACTOR TALKING POINTS PROPERTY OWNER TALKING POINTS

Topcoat systems cost less: Fewer materials, less

labor for the job

Time value of money: With less time needed to

install Topcoat, you can move on to the next job

faster

Less Complicated: Topcoat system - 1 coating

product vs. Competitor T - 2 separate coating

products

Project Cost: Topcoat application cost less per

square and per 10 square job

Less Disruption: Job completed faster, less

time and labor needed

Manufactured by GAF: North America’s

Largest Roofing Manufacturer, we understand

roofing!

TOPCOAT IS THE

BETTER VALUE

BECAUSE…

It’s not about the price per bucket, it’s about

the price per job

The expense is in labor, fewer coats means

getting on and off the job faster

Fewer gallons, no fabric, lower overall price

11 GALLONS (3 COATING, 8

FIBER EMULSION SEALANT)

4 COATS PER SQUARE

4 COATING LABOR HOURS

FABRIC INSTALLATION

REQUIRED. 2 LABOR HOURS

COMPETITOR “T”

TOTAL COST OF COATING &

COATING LABOR, PLUS FABRIC &

FABRIC LABOR ON A 10 SQ JOB

SAVINGS FOR USING GAF

TOPCOAT SYSTEM VS

COMPETITOR T.

$1435 36%

Typical cost of a 10 sq job

ASSUMPTIONS FOR COMPARISON

BASED ON 10 YEAR WARRANTY

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR: 3 PEOPLE = 10 SQ PER HR PER COAT

LABOR RATE = $40 PER HOUR PER COAT

FABRIC LABOR: 3 PEOPLE = 5 SQ PER HOUR

FABRIC LABOR RATE: $50 PER HOUR

TOTAL COST OF COATING AND LABOR ON 10

SQ JOB (TO INSTALL COATING SYSTEM TO

SPECIFICATIONS FOR 10 YR WARRANTY)

2 COATING LABOR HOURS

$920

Typical cost of a 10 sq job

TOTAL COATING AND LABOR COST

EXCLUDING WARRANTY CHARGE COST

TO SPECS FOR A 5 YEAR WARRANTY

Topcoat has a greater solids percentage and

greater dry mil thickness per square

Better warranty options: Competitor K does not

offer a 10 year system warranty

Don’t go for a commodity product

Security: Competitor K only offers a 5 year

limited warranty on its coating, not 10 year

Competitor K has less percent solids by

volume and yields a smaller mil thickness

CONTRACTOR TALKING POINTS PROPERTY OWNER TALKING POINTS

3 GALLONS NEEDED

2 COATS PER SQUARE

COATING LABOR HOURS

TOPCOAT IS THE

BETTER VALUE

BECAUSE…

Security of robust warranty options

It has a greater mil thickness per coat

Competitor K is cheaper but is really a

commodity product

COMPETITOR “K”

$667

x 10 YEAR

WARRANTY

38%

EVEN THOUGH COMPETITOR K IS

APPROXIMATELY 38%

CHEAPER…

THERE IS NO 10

YEAR WARRANTY

AVAILABLE

Typical cost of a 10 sq job

COPYRIGHT 2012

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NOTE: THE CHARTS ARE A 2012 SNAPSHOT REPRESENTATION OF PRICES.

PRICES MAY VARY.

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