Fanning the flame on markets, uses

While the fire industry is the backbone client for Ventry Solutions, you might say that the flame has been fanned to customers both domestically and abroad.

The Hauser Lake company, which manufactures Ventry all-terrain ventilation fans and Lentry portable light towers with legs, was the lone local firm that participated with 18 other Idaho companies during a recent trade mission to Taiwan and Vietnam.

"The Idaho trade delegation opened doors for us that we could not have unlocked," said James Neils, Ventry Solutions CEO, who went on the trip with company salesman Chris Nelson.

Neils, a mechanical engineer, praised trade mission organizers for managing logistics so the companies could get down to business.

"The delegation cared about our business success and were able to provide important assistance in understanding the culture, how to approach each company and, more important, were able to give us insight into how we can move forward and work with these companies in the future," he said.

Nelson described Taiwan and Vietnam as "good fits for our company," adding that the trip marked a breakthrough into the Taiwan market.

"We met with major distributors in Taiwan, including for fire, police, military and utilities," Nelson said.

Neils said that with the narrow streets of Vietnam, where thousands of residents and business employees ride scooters to get around, the light weight and portability of his company's products are an advantage.

The fans weigh from 57 to 90 pounds. Most models of lights weigh 48 to 80 pounds and are carried in two parts — the generator-and-leg portion and the light-and-pole portion.

Ventry's fans, which overcome common obstacles such as snow stairs, hills, brush and water, sell for between $2,000 and $5,000 depending on the model. The portable light towers range from $2,500 to $9,500. They put out as much power as a unit that's towed to construction sites but costs less than half as much.

Taiwan, Vietnam connections

Taiwan was the third-largest overall foreign market for Idaho goods and services in 2016, with exports up 20 percent from 2015. Idaho took advantage of Vietnam’s strong economic growth by increasing exports to that country by 55 percent from 2015 to 2016.

The trade mission was Ventry's latest reach into foreign markets, which grew to about 20 percent of the company's business in 2017.

See FANNING, 18

FANNING

from 16

"2017 has been our best year in company history of international sales," said Joan Rodman, the company's communications and marketing representative and Neils' sister.

Ventry, a combination of the words “ventilate” and “entry” referring to firefighting, sold products to 15 countries in 2017, including newcomers Vietnam and China.

"Exports are looking good," said Rodman, adding that Mexico, Ecuador, Canada, Sweden, Australia and France are among the countries the company has exported to.

Neils said exporting can be difficult and delicate in some countries, especially at first, but once the process becomes defined, it pays off.

"If your products show up in North Korea, for instance, we'd be in big trouble even if we didn't have anything to do with it," he said. "There are a lot of pieces to exporting to make sure you are compliant."

The North American Free Trade Agreement, meanwhile, has made exporting to Canada relatively easy, he said.

"When you start going overseas, there's a lot of parts to overcome," Neils said, adding that's why trade missions help.

Idaho House Speaker Scott Bedke, who accompanied representatives of the Idaho companies on the trade mission, also reported positive feedback from the trip.

"It can be extremely difficult to break into foreign markets, but state-led trade missions are a proven tool to speed up market access," Bedke said. "I am honored to have been a part of helping open doors for Idaho companies to expand internationally."

The mission was coordinated by the Idaho State Department of Agriculture and the Idaho Department of Commerce. Participants represented a variety of industries, including potatoes, wheat, beef, cheese, hay, livestock genetics, defense equipment, erosion control materials, aerospace solutions, medical equipment and communications equipment.

"Idaho continues to set the bar with our commitment and dedication to building strong business relationships in Taiwan and Vietnam," said Celia Gould, ISDA director. "With both new and experienced exporters joining us for the mission, it was great to see these international partnerships flourish. I am confident that this trade mission will have a positive impact for the state in the months and years to follow."

Idaho Department of Commerce Director Megan Ronk said Idaho companies were "welcomed with open arms in both countries."

Meetings were in Taipei, Taiwan; Ho Chi Min City, Vietnam; and Hanoi, Vietnam. Destinations were selected based on feedback from companies about what markets they seek to expand in, as well as current trade relationships with Idaho companies.

"Taiwan has been a long-standing partner with Idaho," Ronk said. "The United States is now Vietnam’s largest export market and, conversely, Vietnam recently became the United States’ fastest-growing export market. There could not be a more opportune time for Idaho companies to develop strengthened, meaningful trade relations in both Taiwan and Vietnam."

Each company on the mission had personalized itineraries to pursue potential business contacts, honor current business partners, as well as to enhance familiarity with the target country’s market, business practices and culture.

Having high-ranking Idaho officials lead the mission provided critical access to decision-makers overseas and will create sales leads more quickly, Nelson said. Other benefits to participating companies included the potential for finding distribution, representation, investors and logistical help in new global markets.

Sara Hite, the company's operations representative, said Ventry was chosen to go on the mission because she had been collaborating with the Department of Commerce on exporting and international sales.

See FANNING, 27

FANNING

from 18

"Idaho Commerce would continually suggest training and events that may be of interest to Ventry and myself," she said. "In order to show that we were interested in attending the trade mission, we had to first register for it, then receive approval from Idaho Commerce. Basically, if it wasn’t for us working directly with Idaho Commerce on various (efforts), we would have never known about the trade mission."

Expanding uses

Ventry was started by Neils' and Rodman's father, John, in 1989. All three have been in the volunteer Hauser Lake Fire District. John built the company's first fan thanks to inspiration from local firefighters Lynn Borders and Myron Richardson to have a product blast smoke from scenes to help responders see more clearly.

In addition to expanding foreign markets, more industries are finding uses for Ventry Solutions' products.

In addition to firefighting, the fans are used on farms and hot-air balloons.

The light towers are used by utility companies, construction firms, first responders, the military and at sports fields. Nelson said Avista Utilities and Kootenai Electric Cooperative are testing the product.

Local customers have included fire departments at Hauser Lake, Coeur d'Alene, Newman Lake and Spokane.

"Our products are in a lot of smaller volunteer fire departments in the area because of word of mouth," Rodman said. "But more and more companies are finding us on the web. Search engine marketing has become more important to us recently, but the challenge is that search terms change from industry to industry."

Neils said Ventry has enjoyed steady and sustainable growth since it formed in 2009. Its six employees are the most the company has had. He said there's a two- to three-day turnaround on the products on small orders from the time they are purchased.

"We try to get them out the door quickly," Neils said.

Spot-welding, including the fan guards and product frames, along with assembly of the products is done at the 3,000-square-foot Hauser Lake shop. The patented kevlar-fiberglass-wood composite propellers made with red cedar are light and safe. They’re cut with a machine at the business.

Neils said features that set Ventry's fans apart are that they stay in one spot (where some other fans tend to move due to vibrations), are durable, light and compact, and are safer if an object gets into a fan. Metal fans, if penetrated, can cause sharp metal fragments to fly out, much like shrapnel.

Wheels are optional on all models of fans. All models also have side handles for carrying.

"We've had people just buy the safety propeller," Neils said. "It's all about safety."