Rocksters Roofing Systems (RRS) is a vibrant player in the Ghanaian SME sector, specializing in providing high-quality roofing solutions tailored to the unique needs of residential, commercial and industrial sectors, with a strong focus on durability, affordability, and aesthetic appeal. The company has carved out a niche in the roofing industry by combining innovative technology with skilled craftsmanship.
The company’s commitment to quality, competitive pricing, and community development has positioned it as a key player in the SME sector, making it a go-to choice for developers seeking reliable roofing solutions.
The Industry Focus
TVA: The SME sector is known to be the biggest sector in Ghana and contributing about 70% to the country’s GDP. As a renowned player in the sector, what are some of the challenges confronting the sector in Ghana?
RRS: The challenges facing the SME sector in Ghana can be looked at from two broad perspectives. These are External Factors needing government and other stakeholders’ interventions and Internal Sector issues, arising from lack of capacity and the resources to address them.
Under external factors, we have:
- Unfair competition & trade Practices: Lack of regulation, especially on imports in various sectors operated by SME’s, has led to influx of inferior quality products with similar characteristics and functions as original products on the market. This false representation of goods and services coupled with the extent of false advertisement from our media houses and other advertising platforms target vulnerable populations with little or no knowledge of the technical specifications of the products they are buying.
For majority of this population, price is the only factor determining their choice of products. Ethically compliant local SME’s investing huge sums into their human capital, product research and production facilities to manufacture quality products in compliance to manufacturing standards are unable to fairly compete with these non-compliant competitors on price. This often leads to revenue loss and subsequently folding up of most SME’s.
- Regulatory Compliance: Navigating compliance requirements such as, licensing acquisition, industrial permits and industry specific regulations sometimes pose a threat to the sustainability of some of these SME’s. In addition, excessive tax regimes where government is comfortable increasing tax rate rather than the tax net increase cost of production resulting in high pricing.
These frustrate some SME’s into non-compliance. The penalties, reputational damage and legal disputes that ensue usually threaten their operations and sustainability.
- Financial Risks: The SME sector in Ghana often faces challenges with finances. High inflation rate, currency fluctuations and inability to secure substantial credit facilities and the high interest rate for those who qualify, affect their cost of operations and capacity to compete with other foreign competitors in similar fields.
Under internal factors, we have
- Internal factors: Some of the internal factors affecting SME’s in Ghana is their exposure to various operational risks, including supply chain disruptions, equipment breakdowns, production delays, quality control issues and inadequate infrastructure. These risks can lead to production disruptions, increased costs, customer dissatisfaction and reputational damage and in turn affect their sustainability and continued operations.
TVA: In your own view, what can be done to make the sector gain enough recognition from stakeholders?
RRS: Some of the recommendations are as follows:
- Sound legal and regulatory systems are needed to fight unfair trade policies and practices. These can only be achieved with government’s backing and support. SME’s must come together under industrial umbrellas to present a united front in lobbying, negotiating and influencing government policies and decisions affecting their sectors. This will also help them to develop policies and regulations to keep their sector participants in check and in compliance to issues of their common good.
- SME’s must stay informed about regulatory changes and seek professional advice and support from regulatory agencies to prevent non-compliance and its resultant challenges.
- SME’s must also have contingency plans to prevent disruptions in their operations and maintain reliable supplier relationships. This can be achieved by investing in building strong workforce through effective recruitment, training and employee engagement and continuous research into their operations.
- In order to reduce barriers to financial assistance, SME’s must maintain accurate financial records and regularly monitor their cash flows as these information usually form the basis for consideration for financial assistance. Diversifying their customer base and exploring market opportunities is also a step in the right direction.
The Company Focus
TVA: Rocksters Roofing Systems has established itself as a key player in the SME sector, known for its quality roofing solutions. Can you tell us about the origin of Rocksters Roofing Systems and what inspired its establishment?
RRS: Rocksters Roofing Systems Limited was established in 1993 as an aluminum hollow ware manufacturer to feed the local market. This was the major focus of the establishment until 1997.
Then, the Company realized a potential in the Roofing Industry and was in possession of the basic technical know-how to venture into the market. Thus, Rocksters ventured into the production of roofing sheets in 1997. With dedication and research, the Company famously launched the double star brand of standard cut plain galvanized roofing sheet in 2005.
Rocksters has always been an innovative company following trends and market dictates to inform its product offerings. Thus, realizing the potential in the roofing business at the time, Rocksters began the importation of prepainted roofing materials to manufacture its roofing products. This replaced the existing process of spraying the plain roofing for customers who wanted the coloured roofing.
Rocksters, inspired by a desire to serve the best quality to the market, has since then taken a leading role in introducing new products and innovations in its roofing operations.
TVA: Rocksters Roofing Systems is known to offer a variety of products and services. Can you provide an overview of the key products and services that Rocksters Roofing Systems offers?
RRS: At Rocksters, we seek to be a holistic Roofing Solutions Provider. We offer a variety of roofing solutions in various designs and profiles as well as material offerings. Our profiles include the standard IBR, IDT, and snaploc designs.
Our material offerings include 100% aluminium and the original Galvalume (Aluzinc) sheets. To ensure the quality of our materials, we source our raw materials from production facilities licensed by BIEC of USA, the worldwide licensor of the technology and know-how associated with 55% Al-Zn coated steel.
Our product offerings include: Rocksters Premium Coated 55% AL-ZN Roofing sheets and Accessories, Pre-Coated Aluzinc Roofing Sheets and Accessories, Premium Aluminum Roofing Sheets and Accessories, Light Gauge Steel Trusses and Accessories, Plaster Board and POP Accessories, Ceiling Joists.
We are currently in the process of introducing the production of Cable Trays and Acoustic Ceilings to the Ghanaian Market.
In terms of services, we offer:
- Free estimates: Our ever-dependable estimators travel across the length and breadth of Ghana and beyond to take measurements for free at no cost to the customer.
- Free delivery services: Customers in Greater Accra, parts of Eastern region and the Western region enjoy free delivery when they purchase from us.
- Quick Production period: We offer the shortest production time in the roofing industry. Our roofing sheets are produced within 3 to 5 working days, thus customers do not have to wait for several days or weeks for their items to be produced and delivered.
- Technical Assistance: Our technical team offer comprehensive advice and technical assistance to our valued customers whenever needed by assessing technical drawings, and providing advice pertaining to installation and maintenance of sheets and trusses.
- After Sales Service: We build equitable relationship with our clients, thus our services do not end at the point of purchase. Our field coordinators visit the various sites after installations are done to ensure that roofs are properly installed with all the accessories fixed appropriately to suit customer’s expectation and satisfaction.
- Post Installation Services: Although, roofs provide defense against wind, rain, heat and severe weather conditions, they are exposed to weather hazards and other elements, all of which contribute to its damage and deterioration. The primary cause of most roof problems is lack of maintenance. As a measure to help customers enjoy value for their projects, we provide Post Installation Roof Maintenance Services at affordable rates.
TVA: How are these products and services tailored to meet the needs of residential, commercial and industrial sectors?
RRS: Technically and aesthetically, certain design profiles are created to fit the purpose and environment in which they are used. The material requirement and design specification for buildings in residential, commercial and industrial areas cannot be the same in most cases. Whereas, the focus in residential projects usually dwells on aesthetics, commercial and industrial projects are aimed at mitigating negative environmental and atmospheric conditions. The different concentrations of chemicals and the nature of risks associated with the environments in each of these cases influences the choice of product.
Industrial environments with high concentrations of chemicals are likely to cause deterioration of the roof when the material composition is not tailored to it. Likewise, activities such as mining and quarrying in the environment, will also determine the thickness of the material to be used. Also, certain design requirements have a great impact on the extent of finances to be committed to a project. Thus, all these different environmental and financial factors are taken into consideration before a recommendation is given and tailored for each project.
TVA: Can you walk us through some of the notable projects Rocksters Roofing Systems has undertaken since its establishment in building construction industry?
RRS: Some of our notable projects undertaken include: Lakeside Estates Buildings, Amandi Construction Roofing Projects, Rehoboth Properties Roofing Projects, Lutton Engineering Roofing Projects, Calvary Baptist Church Roofing Project opposite Accra mall, Modern KOSA Roofing Projects, Ghana Ports and Harbors Authority Roofing Projects at Takoradi, Integral and Associates Roofing Projects, Kabore Constructions Roofing Projects.
TVA: It is established that the SME sector faces various challenges in their operations. Narrowing it down to the Roofing Industry, what are the most significant challenges facing SME’s in the roofing Industry?
RRS: The most significant SME challenges facing the Roofing Industry Include:
- Lack of enforcement of standards in the industry: The lack of enforcement of standards in the industry has resulted in an influx of numerous sub-standard products on the market that compete on price with standard quality products. This has led to a heavily fragmented industry with a resultant slowdown in volume growth for companies seeking to do the right thing.
- Currency Fluctuations: For an industry that relies mostly on importation of its raw materials, the current fluctuation in foreign exchange is having adverse effect on price competitiveness, sales margins and profitability. Projected cash flows are not being achieved and this is affecting some major operational levels within individual organizations.
TVA: Being a market leader, how does Rocksters Roofing Systems, as a company address these challenges?
RRS: As a market leader, we recognize our unique role in influencing some of the occurrences in our industry. We continue to push for the regulation of the industry and have partnered with some government and private agencies to develop a roadmap specification for importation of raw materials and machinery for operations in our sector.
Additionally, we continue to explore avenues including educational procedures and capacity building for our staff to ensure the general public is made aware of and looks out for the correct products, thus curbing some of these deceptive tactics employed by some in the industry.
As a Company, we employ sound financial management principles and subject ourselves to regulatory oversight to ensure the sustainability of our operations.
TVA: Access to finance is one of the key problems confronting the SME sector in Ghana. Considering this as a big barrier to your production, what do you expect stakeholders to do, especially financial institutions, to ease access to finance for companies, such as Rocksters Roofing Systems?
RRS: Government continues to be the most important stakeholder in SME development and profitability. Most of the SME’s have poor financial management and poor business plan. SME owners who apply for loans and are not able to provide these documents are denied.
- There should be a national policy on SMEs by the government to educate the owners and managers in the efficient and effective financial management of their businesses in order to sustain their business to grow into much bigger industries in the near future. Establishing a common fund for SME’s by the government will enable easy access to finance to support operations.
- Secondly, Fintech solutions to simplify the process of automating, accounting, and invoicing and expense management must be introduced to these SME’s.
- Also, most SME’s like, Rocksters, are willing to access loans from the banks, but due to the high interest rate charged by the banks, we are unable to apply for large amounts of loans from the banks, as we use the greater part of the business earnings to settle these debts. As such, the central bank should minimize the prime rate to allow financial institutions to reduce their rates, thereby increasing SME’s chances of being able to pay off the loan and still remain profitable.
- The financial institutions should also create separate departments to handle the development of SME’s in their portfolio to enable them grow into profitable businesses.
TVA: Ensuring the quality and durability of roofing products is crucial in the construction industry, where longevity of materials directly impacts customer satisfaction and safety. How does Rocksters Roofing Systems ensure the quality and durability of its roofing products are above its competitors?
RRS: Product quality and durability begins with material sourcing. As a company, our policy is to source our raw materials from only the best in the world. Thus, we only source from suppliers that have been licensed by the patent holders of the materials in question and also subject our processes and procedures to scrutiny by the regulatory agencies in the country.
- Secondly, we invest in the most appropriate modern technology for any given product we manufacture in the industry. We continuously research proper and improved methods in our field of operation and make conscious investments in that direction.
- Human capital development cannot be overlooked in any high performing industry. Thus, at Rocksters we make conscious effort to develop our human resource through continuous learning, engagement sessions and trainings to keep them abreast with changing trends in the industry and improve the customer experience.
TVA: Understanding and meeting customer needs is essential for any business, especially in the SME Sector, where personalized service can make a significant difference. Can you describe the company’s approach to understanding and meeting the specific needs of customers?
RRS: Customer satisfaction can only be achieved by aligning the needs of the customer to the offerings of the company. In most cases, customers rarely understand the kind of products they request for as they dwell on general information out there. We have put in place client engagement processes and procedures that help our staff to offer tailored solutions to each client in our portfolio.
Although, the economic situations in the country has affected the choice of products offerings on the market, we at Rocksters have remained resolute in our bid to offer the highest quality roofing products in the industry and have also focused on developing add-on services that has made the brand more appealing to clients. This dexterity and resilience in our operations has endeared our brand to many who understand the price of value in the long term.
TVA: Affordability, without compromising on quality, is a delicate balance that many SME’s strive to achieve, especially in competitive industries like roofing. How does Rocksters Roofing Systems balance affordability with high quality products, especially for low budget clients?
RRS: We at Rocksters recognize that clients are not simply looking for the cheapest option but are rather seeking the best value for their money. They are willing to invest in quality products and services that deliver lasting values.
We conduct market research and innovate to find more cost-effective production methods to deliver the same or better functionality of our products.
Through our client engagement sessions, we are able to segment our clients and proffer solutions that are in alignment with their budget and requirements.
We also employ a tiered payment plan with terms and conditions for each group of our segmented clients that are in the best interest of the client and also the company.
TVA: In a competitive market, staying ahead of industry trends is vital for maintaining a company’s edge and ensuring long term success. How does RRS stay ahead of industry trends and maintain its competitive edge in the market?
RRS: To begin with, we employ long term strategies that guide our business in the direction to go and have major influence on company decisions and actions. We pursue activities that are in alignment with the vision and mission of the company.
Our business strategy includes regularly conducting market research, industrial insights and investing in technology that helps us gather data and information to better understand our target audience and their changing needs.
In today’s competitive world, the deciding factor in the choice of product does not rely solely on product quality but also on the customer experience. Guided by organizational values that focus primarily on delivering the best experience for our customers, we create a positive and memorable experience for our customers at every touch point, from the initial inquiry to post-sale support. We invest in our human resources and assets to be able to use data to personalize interactions and listen to customer feedback. We aim to create a loyal customer base to help us build a competitive advantage, thus, set us apart from the competition.
Also, in any human institution, there are bound to arise problems beyond the organization’s control as we employ the services of subcontractors and others. With this in mind, we have in place processes and procedures that ensure that lasting solutions are provided in the face of such challenges with our clients.
TVA: What differentiates Rocksters Roofing systems from the competition?
RRS: In an industry infiltrated by unfair competition and deceptive trade practices, we set ourselves apart by our Integrity. Our team was founded upon the principle of integrity and respect and this guides our every action. We believe that healthy relationships start with respect and doing the right things for our clients and our people. We go the extra mile to ensure we provide only the best quality at an affordable price for our clients.
TVA: The roofing industry is continuously evolving with new technologies and techniques being introduced. What innovative technologies or techniques do Rocksters Roofing Systems Incorporate in its roofing solutions?
RRS: The evolution of the roofing industry is a testament to the transformative power of technology as traditional practices, which were once labor-intensive and time-consuming, are giving way for innovative solutions that are more efficient and safer. Drone technology is a game-changer in the roofing industry in terms of boosting efficiency and safety.
At Rocksters, we have piloted imaging technology to revolutionize site inspections aimed at eliminating the need for manual labor to inspect roofs. These aerial vehicles, equipped with high-resolution cameras and sensors, provide thorough and accurate inspections of rooftops, identifying issues that might be invisible to the human eye. We aim at eliminating the need for workers to physically climb onto rooftops, reducing the risk of accidents and injuries.
We also recognize that Software solutions are revolutionizing the roofing industry, thus we have equipped our professionals with innovative software’s with project management, estimation, and scheduling capabilities to enhance their performance, precision, and decision-making and also streamline operations.
TVA: What does the future hold for Rocksters Roofing Systems in the face of technology evolution?
RRS: As with many industries, the roofing business is continually evolving, driven by changing trends and demands and consumers are becoming more environmentally conscious. This shift towards sustainability will continue to influence material choices, installation techniques and maintenance practices. We recognize that embracing these changes and adapting their practices accordingly will give us a competitive edge in the industry.
As a forward-thinking leader in the Industry, we look forward to embracing and integrating these innovative technologies and aligning with trends as they emerge. We will invest in the latest advancements to stay at the forefront of delivering exceptional roofing solutions to our clients. In the face of technology, the future looks bright for Rocksters Roofing Systems.
TVA: Mindful of the advent of AfCFTA, which seeks to make the African continent one big market, how has the introduction of such market been to your organization since Ghana is a Signatory to the agreement?
RRS: AfCFTA provides a huge opportunity for companies, especially from countries like Ghana with relatively smaller populations, to have access to larger populations to help with growth and expansion. At Rocksters, we have embarked on two main goals: First, we are actively expanding our product offerings to include products that are exportable to other African markets. Long span metal roofing sheets are not so easily exportable because of the bespoke nature of it. However, there are other products within the building industry that are exportable, and these are some of the products we are adding to our portfolio to enable us take advantage of the AfCFTA.
Also, AfCFTA allows importers to bring in materials at reduced import duties once they are coming from other African countries under AfCFTA. As a result, we are realigning our supply chain to replace input products that come from outside Africa with those that can be sourced within the AfCFTA region, in order to lower our costs and pass on the benefits to our customers.
TVA: What are some of the challenges confronting your participation in this market?
RRS: I think the biggest challenge to AfCFTA is the challenge of member-countries trying to put up subtle barriers to entry in their markets while pushing for products from their countries to enter other markets. This has been a major problem to previous attempts of free trade within the West African sub region. The success of AfCFTA will largely depend on how the secretariat deals with these barriers to trade.
TVA: The intention of every organization is to transition into a bigger firm. As Rocksters Roofing Systems continues to grow, strategic planning for future expansion is crucial. What are the Company’s future plans for growth and expansion to become a larger corporation?
RRS: Our plan for growth is to increase our portfolio of products within the building material space. We originally started with roofing sheets and then, we added metal trusses and later ceiling products. We currently have twelve branches across Ghana and are able to do projects anywhere in Ghana. Moreover, we also see growth potentials in communities that we currently do not have offices and establishing in those places.
TVA: Any specific intention to diversify into other areas of operation as the Company Expands?
RRS: Rocksters is a company which is in the building and construction industry and so we consider several opportunities within this space as potential opportunities.