PHILOSOPHY

IDEAL ALUMINUM’S PHILOSOPHY

The following core principles guide our actions.

1. Focus on the customer and everything else will follow.

We know that to distinguish ourselves from the competition, we have to provide the best customer experience possible. Different than others, our customer focus is not solely about increasing our revenue, nor is its purpose only for our benefit. Our focus is aimed at truly benefitting our customer. Whether we are assembling residential fence panels, welding gates, or building railing, we know that we ultimately serve you. We put on our “customer glasses” every day to see our business through your eyes.

2. Do what we do better than everyone else.

Quite frankly, there are many fabricators of fence, gates and railing. We believe that our business is not about the next great idea or the most unique technology. More broadly, we believe that you can close your eyes, open up the Yellow Pages (if anyone still uses them) to any business, and point to it – and if you do that business better than anyone else, you will be successful. Ideal Aluminum will execute better than all others in our industry in quality and on service.

3. Faster is better.

We understand that the need for fence by our customers may not have much lead time. We also understand that projects start and stop, and we know that when they restart, the window for completion may be closing rapidly. We intend to deliver faster and better than anyone else in the industry. A good example of that is our Quick Ship program, in which we promise to deliver certain styles of fence to our customers in a “best in industry” five days.

4. We can make money and our customers can make money, too – and not at the expense of each other.

Our goal is to team with our customers to help them build more profitable businesses. Our business is not about selling to our customers at the highest price possible, thereby destroying their profitability. Similarly, our objective is not to sell to our customers at the lowest price possible, thereby destroying our own income. We won’t be in business very long operating that way. There is enough room in the market to build mutually respectful relationships with our customers where we both can be successful.

5. There is always someone out there who will do it cheaper.

We don’t intend to compete on price. The fact is that in any business, there are people out there who will sell something for a lower price. Ideal cannot be the very best in the industry if our only distinguishing factor is price. We believe that people will pay for the quality, service, delivery, experience and creativity of Ideal.

Leadership

Doug Brady - Owner

Doug Brady is the co-owner of Ideal Aluminum, and led the acquisition of the assets of the company out of bankruptcy in August 2010.

Doug was most recently the CFO of Baker Distributing Company in Jacksonville, Florida. Baker is a $750 million revenue subsidiary of publicly listed Watsco (NYSE: WSO) and is engaged in the marketing and distribution of air conditioning, refrigeration and heating equipment parts and supplies. As CFO, Brady was responsible for stewardship, operations, and strategy for Baker.

Prior to joining Baker, Doug was CFO of RMC USA, a $1.8 billion revenue subsidiary of the UK listed company RMC Industries. Prior to that, he was the Vice President of Finance for Ytong Florida, Ltd. Doug has almost 20 years of experience in the building materials industry.

Doug received a Master's degree in Business Administration from Florida Southern College and a Bachelor of Science degree in Accounting from the University of South Florida. He is a Certified Valuation Analyst.

Michael Siegel - Owner

Michael Siegel is the co-owner of Ideal Aluminum, and joined the company full time on January 1, 2011.

Michael was most recently a Managing Director in Houlihan Lokey’s Atlanta office, where he was a member of the firm’s Financial Advisory Services business. He has over two decades of experience providing transaction advisory services in all stages of the transaction lifecycle, including buyside and sellside due diligence, negotiation support, valuation analysis, structuring and purchase price adjustments. He has consulted with multinational corporate and private equity clients concerning the U.S. tax and transaction ramifications of mergers, acquisitions, dispositions and other strategic matters.

Before joining Houlihan Lokey, Michael served as a partner in Ernst & Young’s Transaction Advisory Services group and led its Southeast region transaction tax services practice.

Michael is a graduate of the University of Georgia School of Law and the Terry School of Business. He is a member of the State Bar of Georgia, the American Institute of Certified Public Accountants and the Georgia Society of Certified Public Accountants.