It seems to me that the World Wide Web continues to be the primary agent of change for most businesses. Older business models are being swept away by newer, more efficient models. One good result of this change is that businesses are looking for ways to take out costs that do not really add value. Our business is no different.  

In the “good old days,” Braxton-Bragg had a good business selling Ghines CNC tooling.  Ghines failed to keep up with new technology and we dropped the line five years ago. We have spent the last four years really studying stone CNC tooling and were able to identify significant duplicate costs and inefficiency in the way that CNC tooling is produced, marketed, and distributed.  

We also discovered that CNC tooling prices had not dropped by the same percentage that other diamond tooling for stone has dropped. In other words, costs are higher than necessary and profits are higher than a competitive market will support.  

We have developed a line of Viper CNC tooling aimed at giving customers an option that they now lack. The essential marketing question boiled down to this: “How can we equal the quality and performance of ADI tooling at a significantly lower price?”

By examining the supply chain, questioning assumptions, and extensive testing, we are now able to offer the six most popular edge profiles at a very significant savings. As with everything that we sell, we offer a 30-day, unconditional guarantee. If these tools don’t out-perform the CNC tooling that you are now using, we will buy them back. Because 30-days may not be long enough to really judge tool performance, we are extending our satisfaction guarantee for Viper CNC tooling to 90 days. And, If you order before September 30, we will EDM your tools for the life of the tool for only $50/tool.

I hope that you enjoy this issue, be sure to read how a lawn mower company used power, money and lawyers to pressure Superabrasive into changing the name of Toro-B and Toro-F.

Have a good read,

Rich Hassert

Email responses to:publisher@slipperyrockgazette.net