On grit, determination CEO builds stone venture
SPACE looks warmer with an accent wall of stone cladding
Gary James Go came home after graduating from college in 1990 to work as general manager of his father’s construction and manufacturing businesses.
Armed with an economics degree from California State University, Northridge in Los Angeles, Go thought he was prepared well to take on the huge responsibility of running his father’s firms.
His background and experience, however, could not prevent the manufacturing firm from closing down in 2004.
It just did not make business sense anymore to, among others, produce accessories for appliances and cars.
So Go had to find another venture, and the idea came from an unlikely source.
One day, while observing a residential project his father’s construction company was involved in, Go saw how one wall was being covered with stone finishing without using quarried rock. The novel material gave the house a distinctly warm and inviting texture.
He talked to the installer, who explained that the stone cladding was made of composite materials cast in metal molds.
The worker added that with a long list of projects, he couldn’t keep up with the demand.
Unknowingly, he gave Go the idea which later gave rise to GT Stoneworks.
GT Stoneworks started small, with just a table display at the first Wilcon Builder’s Depot in Balintawak of different kinds of flat bricks.
These were produced using two machines from China and Australia that he had bought using a bank loan.
Go shares that GT Stoneworks went through many high and low points and that it turned mistakes such as lapses in color and design, pricing strategy and store locations into chances to learn more and strengthen the company.
“Our successes were born out of learning from mistakes,” says Go, who now oversees several factories catering mainly to local demand for building materials.
Faux stone
GT Stoneworks’ strength lies in its ability to manufacture materials that replicate the color and texture of real stone like marble and granite that can be quite expensive.
Because GT Stoneworks’ products are made of composite materials, the materials come out cheaper. Plus, the manufactured stones are easier to manipulate or incorporate into designs compared to real stone.
“Filipinos like to customize their designs so we give them options,” says Go.
GT Stoneworks’ flat brickstone starts at P800 a square meter. Granite wall cladding, on the other hand, is sold at P1,500 to P1,800 per square meter.
But if clients want the real stone, GT Stoneworks can also provide these at a lower cost. In the market, a slab of Greek volakas marble costs P20,000.
GT Stoneworks, meanwhile, processes the marble into panels and sells them at just P10,000 per square meter. Indian slate and quartzite, a composite of quartz and sandstone, can be had for P2,500 to P3,000 a square meter.
Then there’s decorative concrete stamping for flooring with patterns or textures as well as artificial grass.
By word of mouth, architects and contractors started using GT Stoneworks products and have continued to place orders.
FAUX grass makes the poolside more inviting.
Growing up and out
Instead of talking about numbers, he describes the company growth as both vertical and horizontal.
On vertical growth, Go says his company has gained revenues from outside stone manufacturing and stone processing.
Horizontal growth, meanwhile, is reflected in the development of new products such as adhesives for concrete and sealers to protect surfaces and roofing.
“We listened to what people are looking for. It gave us ideas on how to develop markets by offering new products,” he says.
Ninety-five percent of the roofs in this country, for instance, are covered with galvanized iron sheets.
GT Stoneworks provides alternative roofing materials such as asphalt shingles; the more expensive and long-lasting cement roof tile, and stone-coated steel roofing. These materials add to the resale value of the house.
Then there are imports: Nichiha is a Japanese brand of decorative cement panels that mimic wood, stone and other natural surfaces.
Go says the horizontal growth occurred when GT Stoneworks expanded its network after attending big trade shows such as Worldbex, The Philippine World Building and Construction Exposition.
“Business has become Manila-centric. There are opportunities in high-density areas in the provinces,” says Go.
Keeping mum about the size of his network, the entrepreneur explained that GT Stoneworks’ dealership program provides merchandise display and other support.
Go also prefers not to reveal the size of his workforce. Suffice to say that they must live close to the workplaces so that they are not late and they don’t work overtime.
“I’m a stickler for punctuality,” he says.
His next move is to venture into export. GT Stoneworks has received foreign inquiries from its website. Also, Filipino architects with offshore projects recommend using its products for the finishes.
Solutions
Go doesn’t use sales growth—which he also refuses to divulge-as a measure of success.
“My motto is to keep improving. We listen to the customer, especially on issues of quality control,” he says, “Customer service is the opportunity to promote our company.”
He also cites the importance of attention to detail and communication.
To illustrate, Go talked about a complaint the company had received because of an unfinished wall.
An architect had asked for a quote for a wall and an account executive proceeded to service the request, just by going by the architect’s “guestimate” instead of visiting the site to take actual measurements.
The order turned out to be insufficient, not enough bricks were ordered to cover the wall.
But instead of getting into the blame game, Go called the attention of his colleagues and underscored the importance of attention and communication.
“I always tell my people, if you make a mistake, don’t repeat it,” says Go.
Instead, learn from it, just like what GT Stoneworks did.
