March/April 2000

industry Insiders
people in the news



Dee Berge-Morse Featured
in Women’s World

Dee Berge-Morse, NWRA vice president and owner/operator of Dee’s Windshield Repair, Westminster, Calif., was featured in the April 18 issue of Women’s World. Berge-Morse was recently reunited with her sister, Pat, after being separated as small children.


IGA Names
Tim Smale

The Independent Glass Association (IGA) has appointed Tim Smale as its chief executive officer. Smale, who was formerly a consultant for the IGA, will be responsible for developing and implementing new programs to help the association’s members and assist the board of directors. Before joining the IGA, Smale served as operating excellence manager for Pilkington LOF’s Pacific region and its director of sales for the Eastern Region.


Olson Named Brand Awareness Program Head

Jim Olson, a 20-year veteran of Minneapolis-based NOVUS Windshield Repair, has been appointed to the newly created position of director, national accounts and market development of the company’s Brand Awareness program. Olson, director of training since 1980, will lead the initiative to educate insurance companies, fleet operators, rental agencies and others about the benefits of professional windshield repair, a technology developed by NOVUS 28 years ago.

“We’ll educate the various publics when repair is appropriate, when it’s not; the problems and dangers of using inferior repair technology and shoddy workmanship; the benefits of repair to car owners, insurance companies, fleet operators, auto rental agencies,” Olson said.


Trana Instructs on How to Succeed in Business by Really Trying

Donovan Trana, president of Express! Auto Glass in Muscatine, Iowa, and current president of the Independent Glass Association, has developed the new Express! Auto Glass Removal Tool. The tool features an 18-volt battery, charger, carrying case and one-tempered steel blade, and is designed to make windshield removal portable and less demanding physically. Below, he shares his thoughts on the process of introducing a new product, and discusses the Trana 12-Step Program to entrepreneurial success.

1. Have the idea. Too many people stop here.

2. Don’t think, “I have the idea, but someone else will probably do it.” Mediocrity is the standard.

3. Excellence is what pushes you forward. You need to believe in yourself.

4. You must have realistic expectations. Don’t look for your ship to come in. Ask yourself if the product can help your business. If it succeeds wildly—that’s extra.

5. The testing stage—putting together a prototype. This is the fun part. You get to be the inventor.

6. Identify people who can help. Form “strategic alliances” with machinists, engineers and particularly attorneys. You need business consultants who are a truthful sounding board.

7. Testing involves a wide range of feedback from many different views—remember objectivity.

8. Financial, legal and product development challenges are the major stumbling blocks. This is where your support system comes in—family and co-workers. For me, it was my six kids ranging in age from 13-24. They encouraged me not to give up.

9. Develop a knack for not giving up. You must stay focused.

10. Bring it all together—fuse legal, marketing, distribution, etc.

11. Follow up! Go to trade shows. Work with the bank, attorney, accountants, etc.

12. Re-invent your product service. You cannot relax at this point; you need to set aside time each day to review your strategy. Enjoy what you’ve done.


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