Technical Solution Executive

Shivir Training Deck

Index of Topics Covered:
WHO IS A TSE?

WHO IS AN ARCHITECT?

ARCHITECTS AND
WATERPROOFING
COST ANALYSIS – CONSTRUCTION V/S
WATERPROOFING
CASE STUDY 1: ARCHITECT STORY OF BHATINDA &
PATIALA
CASE STUDY 2: ARCHITECTS STUDY OF SURAT

HOW SHOULD A TSE WORK?

ROLE PLAY – HOW TO DEAL WITH INFLUENCER

WATERPROOFING SURFACES AT AN ARCHITECT

SITE
HOW TO WIN – WHAT MAKES A TSE SUCCESSFUL?
Brief Introduction – Architects/ Engineers
(Influencers)
Type of Work
New Construction and Repair and Renovation

Consumer Segment
Premium IHB (New construction , Repair and Renovation)

Field Marketing Working Approach

New Construction – Influencer Connect/ Waterproofer Development
Repair and Renovation – Diagnosis/Waterproofer Development

Serviced by
Technical Solution Executives (TSEs)
LENSFED-BDEs (Kerala)
Brief Introduction of Influencers –
Architects/Engineer
1. Who is an Architect?
An architect is a person who plans, designs and oversees the construction of buildings. Architects are responsible for
creating functional and aesthetically pleasing designs that meet the needs and requirements of their clients while also
adhering to building codes, safety regulations, and environmental considerations.

They work on a wide range of projects, including residential homes, commercial buildings, public institutions, and even
landscape design.

2. Who is not an Architect?

Kothi Contractor or organization taking turnkey projects with labour and material is not an architect. However, in general,
anyone who has not studied and practiced architecture professionally or does not hold the necessary qualifications or
credentials to be considered an architect would not be an architect.

However, in some geographies (small towns), an engineer might be involved in the planning and designing stage and thus
would also be responsible for the design of the new construction building. In that case, he might be considered as an
Influencer.
Classification of Influencers

Type 2: Design, Supervision and Consultation Type 3: Design, Supervision,

Type 1: Design Only
Consultation and Execution

Types of Influencer
Different Types of Influencers
Design, Consultation, Supervision
Parameters Design Only Design, Consultation and Supervision
and Execution

Principal Architect (1), Junior Architect Architect – Principal (1), Junior(2-3),

Team Composition Architect, 2-3 Draftsman (2-3), 2-3 Draftsman, 1-2 Site 2-3 Draftsman, 1-2 Site
Engineer/Supervisor Engineer/Supervisor, Waterproofer

Design, Consultation, Supervision &

Services Offered Design Only Design, Consultation and Supervision
Execution

IHB – Residential, Small Residential - IHB, CHS, Government

Type of Work Undertaken End-to-end Turnkey Projects
Commercial Projects Projects, Commercial Institutions

Dedicated team for BOQs & technical Dedicated team for BOQs & technical
Specification Team Self
specifications specifications; Site Engineer/Supervisor

Might recommend but is unaware of

May or may not Recommends, has own waterproofers
Waterproofer Advocacy right application technique or
recommend and may/may not know correct way
applicator

WP Surfaces Terrace, Bathroom Terrace, Bathroom, DPC Terrace, Bathroom, DPC

What is important for an Influencer?
Trusted Applicators

Right Solutioning
They don’t want to deep-dive
Based on the type of
into product detailing, so they
surface/structure, they require
require genuine waterproofers
accurate diagnosis and right
who can take complete
solutioning.
responsibilities of their job.
BOQ/Specifications

Products specifications need In-house team/allied members

Development
Training and
training sessions. They need
Product

prior approval from Project Head

complete understanding of
for commercial sites of products with their USPs against
practicing engineers/structural other competition brands.
consultants.
Waterproofing Practice of Influencers

Future
Present Day Specification Out working is
Future with consolidation of
Type-2 and Type-3 Architect

Past Now Architect in Charge ,

Depends on Traditional WP
In past Mostly using Latex as
additives or for layer WP
Company Executive, Key
Dealer/WP is playing vital
roles
Currently using Latex or
Cementitious for most surfaces
Basement/Podium , Roof
Garden , Swimming pool WP ,
Exterior also needs to included
as part of WP
Example: Waterproofing Cost Calculation
Scenario : Potential of Residential Premium Bungalow of G+2 story of 2000 Sqft construction area on ground floor and 1500 Sqft each on 1 & 2
Floor.
Tentative
Per Sqft WP Total
Surface Condition Sqft Area Per No. of Units Total Sqft Products Used
Consumption Potential
Unit
Integral 200mL per bag of cement consumed 5000 Sqft 1 300 LW+ 70 21,000
9 Bathroom of 100 sqft each, 2 Wash
Bathroom & Wet Area areas of 100 Sqft, Balcony of 200 1300 1 1300 Fastflex 30 39,000
sqft
Terrace Terrace of 1.5K Sqft 1500 1 1500 Fastflex 30 45,000
UG + Overhead Water
Area of 5x5x4 ft 100 2 200 Fastflex 30 6,000
tank
Exterior 10000 Sqft per Unit 10000 1 10000 Raincoat Select 13 1,30,000
DPC 1600 Sqft 1600 1 1600 Bitufix 6 9,600
Wall above Plinth
4800 Sqft 4800 1 4800 Fastflex 30 1,44,000
Level
Total Sub Structure + Super Structure 3,94,600
Total Only Super Structure 2,41,000
Total Super Structure with DPC 2,50,600

| = Opportunity Size
Only Bathroom/Wet Area Waterproofing 39,000
₹ 1.11 Lacs
Tentative Waterproofing Cost per
₹2.41 Lacs
per IHB
Tentative Waterproofing cost per
IHB without Exterior Units with Exterior
Architect Consultation Charges in India

A B C

Only Design: Design & Supervision : 2-10% of Design, Supervision and Turnkey: 10-
25K – 3 Lacs Construction Cost 30% of Construction Cost
 Let’s Play a Game

Surat Lucknow Delhi

Bangalore Chandigarh

Calculate potential of Cementitious and Exterior Business of following 5 towns by forming a team of 5
Potential of Premium IHB in India
Approx. New home % Premium IHB Tentative potential Tentative Potential
New Town name Population % IHB Construction
Required construction (Cr) W/o Exterior (Cr) With Exterior

Delhi 150 112259 20 30 74.76 162.33

Bangalore 85 63716 20 30 42.43 92.13

Surat 45 33762 30 30 33.73 73.23

Jaipur 30 22846 50 30 38.04 82.59

Lucknow 28 21128 60 20 28.14 61.10

Vishakhapatnam 20 14676 30 30 14.66 31.83

Coimbatore 19 14121 50 30 23.51 51.05

Faridabad 14 10605 50 40 23.54 51.12

Chandigarh 14 10521 80 50 46.71 101.43

Mysore 10 7513 80 30 20.01 43.45

Thiruvananthapuram 10 7513 80 30 20.01 43.45

 Understanding Cost of Waterproofing in an IHB
Town Name Percentage Cost of WP
Particulars
2-10 Lac Towns 10-40 Lac Towns >40 Lac Towns against
Sq. Area of 1 IHB 5000 Sqft 5000 Sqft 5000 Sqft

Prevailing per Sqft Sales Rates 5000 ₹/Sqft 10000 ₹/Sqft 20000 ₹/Sqft
Sales Value - Avg 0.40%
Construction Cost – Avg 1%
Sales Value of Unit 1.5-2 Cr 2.5-3 Cr 4-10 Cr

Per sq ft Construction cost 1500 ₹ 2000 ₹ 3000 ₹ Imagine a scenario where the biggest
pain for an architect is
Construction Cost per Unit 75 Lacs 1 Cr 1.5 Cr waterproofing. Will they adopt the
right waterproofing with such low %
WP cost per IHB for Wet Areas, Water
Tank and Terrace
1.1 Lacs 1.1 Lacs 1.1 Lacs Sales Cost or Overall Construction
cost?
% Cost as part of Overall Sales Value 0.55% 0.37% 0.28%

% Cost as part of Construction Cost 1.47% 1.10% 0.73%

Various Stakeholders at a Premium IHB
Homeowner

Consultant (PMC/
Architect-Engineer) Dealer

Waterproofer Contractor (Kothi,

Painting and Plumbing)

Turnkey Contractor
(Labour + Material)
Identifying Key Decision Maker at Premium IHB Site
1 Homeowner
On few sites, the homeowner is
actively involved in the day-to-
day decision-making regarding
purchase and product selection.
3 Turnkey Contractor
On few sites, Civil Contractors take
up work on Labour + Material and
define BOQ. Site execution is then
done as per BOQ only.
2
Architect/Engineer
Often in premium IHB, architects and
engineers considered as experts for
recommending the right system and
products.
4 Contractor – Kothi/
Painting /Plumbing
On few sites, waterproofing is
recommended by few early adopters
of waterproofing.
 Case Study 1: Work on Architects - Bhatinda and Patiala

Sourcing Profiling & Connects Relationship Meets Align Waterproofers Regular Business

Sourcing of Various enablers like Before the meets, Post-Meet follow up Post Architect Meet,
Architects of the Nirmaan Kits are Architects would be with Influencers is we have seen success
right profile – great way to visited by TSEs with done by the TSEs. in having >50%
 Design & approach the a physical print of the Architect Conversion
Supervision Architects where they Invitation Card. TSEs would also link with regular business
 Design, feel TSEs have respective influencers coming from them.
Supervision and approached them to An email and a with WPs
Execution make them aware WhatsApp reminder (CWP/SWP) for site
about the solution to for the same is shared servicing thereby One-to-One Connects
their problems, and with the Influencers. creating a service with Architects are
in turn build relation. ecosystem. captured on mPower.

129 40 124 76 22.83 Lacs

Results: Profiled Architects Unique Active Architects Leads Generated Leads Converted Business Generated
Case Study 1: Work on Architects - Bhatinda and Patiala

FY24 Q1 Performance

72% ↑
FY23
Performance 56% 50% Dr. Fixit Pidifin 2K
2 Year CAGR for Cementitious Range Growth over LY Cementitious Base
38% ↑
Dr. Fixit Fastflex
 Case Study 2: Work on Architects - Surat

Sourcing Profiling and Connects Use of Technical Help Desk Follow Up and Review

Site Leads were

Sourcing of Key Dealer
linked Architects
Meeting the right kind of
Architects with the
various enablers for
Field helped build
relations and generate
requests for Site Visits.
Building an ecosystem of Waterproofers
BOQ led working with
generated from the post-
Project Management
meet. Daily rigor was
Consultancy (PMC) gave
developed in TSE
access to premium IHB
working with TSEs
(Luxurious Bungalows)
working on select set and
sites.
ensuring continuous
business.

Aligning CWPs and SWP and linking them with architects ensured the architect leads were serviced by the best
applicators with correct product knowledge and way of application. Further, QAE Support for audit helped in ensuring
that right waterproofing practices are followed at each stage of construction.

185 99 126 113 170 Lacs

Results: Profiled Architects Unique Active Architects Leads Generated Leads Converted Business Generated
Case Study 2: Work on Architects - Surat

FY24 Q1 Performance

FY23
Performance 94.2% 101.3% 69% ↑
Dr. Fixit Fastflex
2 Year CAGR for Cementitious Range Growth over LY Cementitious Base
Technical Solution Executives – Ways of Working

1. 2. 3.

Profiling of Architect – Sharp choice making on Adopted

Listing of Architects as per Norms Continuous Evolvement of Set of Architect
Architect Profiling

4. 5. 6.
Continuous Engagement with
Identifying and Meeting with Driving Specification Stakeholders – Sampling &
Key Decision Makers
Training

7. 8. 9.

Additional Product/ New Surfaces

SWP/CWP Support for Execution Site Audit Support of Application with Influencer
Let’s Play a Game

There are 12 Surfaces we have identified at any IHB Site

which can be a Potential Surface of Application.

Can you identify

them all?
Waterproofing Opportunity at various surface in Architect Site

Beam/Column (on-site) DPC

Plaster Retaining Wall

Exterior Walls Bathroom

Swimming Pools OV & UG Water Tank

Exterior Texture Balcony

Terrace Kitchen
Role Play

Arch Accounts Architect using

Architect
Visited after Latex range –
Accounts given
getting Data from pitch for
by
Local Association upgradation/premi
Dealer/Waterpro
& using umization and
ofer – Architect
Competition additional surfaces.
using Competition
Product
Product
Scenario A Scenario B Scenario C
How to Win – What to Pitch to an Influencer

Resources Enablers Act as a Consultant Documentation

 Best-in-class site support  Usage of Technical Help  Behave as a consultant and  Warranty certificates
via TSE – Desk not as salesman.  Product Superiority of our
Recommendation of  SWP Service – Capable  Pitch right construction products compared to
systems Waterproofers who can practices , right competition –
 TE Support for complex execute quality jobs at waterproofing practices, Cementitious (Fastflex
waterproofing needs of competitive rates overall budget vs cost of against cementitious
builders and QAE for site waterproofing, initial cost products of competition
audit vs repair cost analysis. brands, Raincoat against
 Training of site  Give a system cost of acrylic exterior range of
supervisors/engineers/wa waterproofing and give a paint brands)
terproofer on how to comparison of escalations  QAE Audit Support
ensure quality execution. of systems cost.
How to Win – Enablers on Ground
Products Enablers
 Retail billing of Advanced  Cured Samples
1 Range
 Pidifin 2K & Fastflex Bulk 3  THD Support for
Architects
5
Pack for competitive cost  Nirman Kits & Quarterly
Gifts

Systems Training
 Architect PPT, Kit and Brochure
 Creation of Architect profile in Resources  Site Supervisor/Engineer Meet
mPower to give visibility of
Architect Segment  SWP for Quality Execution  On-site training for Site Supervisor &
 Scorecard linked to TSE Roles and  QAE Support for SWP Engineer
Responsibilities 2  Centralized Data base of 4  Dedicated consumer segment out
Architect Projects training
How to Win – Enablers on Ground
Scorecard Visibility and mPower Functionality Enablers like Cured Samples and Nirman Kit SWP and TE Support
for Quality Execution
at Architect Site

Architect Data - PropEquity Nirman Brochure for

Architects
Cementitious Bulk Pack for Competitive
Rates
What makes one a Successful TSE?
Soft Skills
 Those who will invest time in
understanding consumer segment well.
 Those who will build their internal
capability by working on their technical
knowledge and presentation skills.
 Those who will behave as consultant first
than as a salesman.
Technical Skills
 Those who will take knowledge of local
construction practices, understand their
systems and costs, & suggest waterproofing
solutions based on the Architect’s
requirements.
 Those who will build long-term
relationships by delivering quality and
timely service to architects.
 Those who will work Influencer out instead
of working site out.
Thank You!
Any Queries?