An analogy used to depict the greater and deeper potential to be discovered in untapped market space is a “Blue Ocean.” It is large, deep, and strong in terms of generating lucrative growth. It all comes down to creating and seizing the uncontested market arena by igniting new demand. Peer comparison is irrelevant because the industries are nonexistent. The strategy capitalizes on the new demand by introducing unique items with cutting-edge characteristics that set them apart from the competition. The approach advocated by Blue Ocean claims to work within the emerging market and rejects the idea of outperforming the competition. By analyzing demand and fulfilling it, FlexScreen implements the Blue Ocean strategy to become the world’s first and only flexible window screen.
FlexScreen is a stylish, sleek, and long-lasting window screen solution available in various mesh types and built specifically to the customer’s exact size. FlexScreen, with its PVC-coated spring steel frame, is a robust and low-profile window screen that easily snaps into the screen pocket, where it disappears, allowing for an unobstructed view of the outdoors. Unlike aluminum screens with fragile frames, FlexScreen’s high carbon, oil-tempered spring steel frame has no attachment hardware and easily flexes into the window screen track, where it is firmly held by tension. This design effectively resolves issues with older-style screens, particularly regarding durability and ease of installation. FlexScreen is an ideal solution for those seeking a simple, almost indestructible window screen.
The inception Story
The design of aluminum window screens, which are prone to damage and difficult to install and remove, has remained essentially unchanged for over a century. Homeowners have been frustrated by the flimsy nature of these screens and their high failure rate, which has been a constant source of annoyance. Standard window screens have several flaws that can cause damage and make them unusable much sooner than desired. As a result of ongoing complaints from users dissatisfied with their aluminum window screens, a solution was sought.
“That frustration began to trickle down to me, and I started to feel more like a customer service liaison than a salesman, and frankly, I just got tired of hearing about the problems. It was time to fix it, and I knew there had to be a way,” says Joe Altieri, Inventor and CEO of FlexScreen. During his 20 years as a window industry salesman, nothing frustrated him more than the constant customer complaints about the problems associated with old-style aluminum window screens. So, he experimented in his garage until he emerged a few years later with what he calls his “bubble gum and duct tape” prototype, and FlexScreen was born.
The industry Expert – Joe Altieri
Joe Altieri developed his independence early, learning from his father and grandfather, who both ran businesses. By age 12, he was already seeking ways to work and earn money. At 15, he started selling flowers curbside and was so successful that a local flower shop owner visited his stand to investigate. Joe believes he was born an entrepreneur with a strong desire to improve situations and find solutions.
Joe conceived the idea for FlexScreen, gathered a team of experienced business partners to help him launch it, and FlexScreen quickly grew and began to transform the window industry. In its short history, the company has won many prestigious awards, appeared on the hit reality show Shark Tank™ twice, and grown from one to seven manufacturing locations across the US and Canada. Joe believes his primary responsibilities as a leader are to empower and develop others, foster leadership, and ensure that his teams have the necessary resources to achieve their best work. He adds, “I love what I do and look forward to getting up every day and going to work.”
Game-Changing Technology
FlexScreen currently holds 13 patents, and there is no other window screen in the world with its unique attributes. Driven by innovation, there is nothing conventional about FlexScreen. From its award-winning product to its “edgy professional” branding and social media presence, FlexScreen has set itself apart in an otherwise very traditional market.
The world’s fastest and most efficient window screen line, the FlexScreen Automated Manufacturing Line, was recently introduced. By collaborating with the leading automation business in the sector and making significant financial investments, FlexScreen was able to streamline its previously complicated and expensive manufacturing process. Thanks to this breakthrough, FlexScreen can now license its technology, which is a game changer for them and the window industry. Joe says, “We have more innovative ideas coming down the pipeline that I can’t talk about yet, but look for some exciting new, cutting-edge FlexScreen products very soon! Innovation is ingrained in the DNA of FlexScreen, and we will never settle for ‘good enough.'”
Core Values
Five ideals guide Joe’s decisions at FlexScreen and in his personal life, helping to ensure integrity in everything he does; passionate, healthy, grateful, honest, and adventurous. A personal mission statement that he created and keeps in front of him at all times reads, “My purpose is to use all of my gifts and life experiences to serve and inspire others to live their best lives.” These “true norths” in Joe’s life help guide his success.
Support From Family
Joe’s family has been the most significant contributor to his success. Without their support, he wouldn’t be where he is today. When he had only a functional prototype and some positive feedback, it was a difficult decision to leave his job, use his life savings, and potentially risk his financial future to pursue FlexScreen. However, his family had confidence in both him and his product. Their love and support were essential, along with Joe’s passion for and belief in the product he had created. He has often heard entrepreneurship described as “jumping off a cliff and building a parachute on the way down,” and he says that is precisely how it feels.
Success Paradigm
The success of FlexScreen is attributed in part to its experienced leadership and capacity to let people breathe. Joe rejects micromanagement at all levels and empowers his people to think creatively, carry out unorthodox ideas, and make their own errors, believing that they will develop and learn as a result. He provokes, “If you don’t trust a person, they shouldn’t be working for you, and if you decide to keep them, you should trust them.” He has made it a point to surround himself with individuals who are more intelligent and skilled than him in many areas, and he enjoys seeing them put their abilities to use. Occasionally, an organization may require a heroic deed, but teams keep the business going. At FlexScreen, the talented, dedicated, and hard-working people who show up and give their best day in and day out are the heroes.
A Guiding Light To Budding Leaders
FlexScreen inspires leaders to have the mindset that they’re there to serve the people they lead, not to be served. “Your people have chosen to use their time, gifts, and talents to grow your company and further your goals,” says Joe. “They could be working somewhere else, but they’ve chosen you. Don’t take that lightly.” A Zig Ziglar quote is one of Joe’s favorites and sums it up nicely; “The way to get what you want is to help other people get what they want.”
Written by Steve Sanchez.
