Masserman noted that obstacles such as lower credit access and higher foreign competition had resulted in a declining trend for exports, even before the recession. And the U.S. already lags behind its competitors in the area. Only one percent of companies export their products, and 58 percent of those companies export to only one other country.

Focusing on these efforts to elevate exports will help in economic recovery, Masserman said. The NEI hopes to accomplish this by focusing on three main areas: education, improved access to credit, and enforcement of international trade laws.

The effort will particularly help small businesses who don’t have the resources to make the contacts they need. After a company makes an inquiry, the Commerce will help them out by searching for the right overseas business partner to meet their need. “It’s sort of like a matchmaking service for exports,” said Masserman. He added that 5,600 companies were helped last year, 85 percent of them small-to-medium-sized businesses.

The ultimate goal will be to double the amount of exports in five years. Masserman discussed how participating company Air Tractor in Olney, Texas grew its foreign sales from 10-45 percent, and stressed that any company could achieve a similar growth. “Look abroad, because the opportunities are there,” he said.

Keynote Speaker Mitt Romney encourages business owners to focus on hard work and ingenuity

Keynote speaker and 2008 presidential candidate Mitt Romney drew chuckles and applause from COMPOSITES attendees yesterday. He explained that, at the moment, he prefers to be in Las Vegas over the White House. After all, as the saying goes, what happens in Vegas, stays in Vegas. According to Romney the same can’t be said about politics in Washington D.C.—something he knows a great deal about.

The former Massachusetts Governor touched on topics ranging from healthcare and education reform to the need for an energy strategy.  Romney explained that though his career experience has varied with time in the private, public and volunteer sectors, he recognizes two things they have in common:  Americans are willing to sacrifice to make things work, and Americans work hard to make things successful.

He explained that, while many think the solution to the economic crisis is out of their control, that’s not the case. He encouraged business owners to focus on those attributes that have made America great from its inception. “The key ingredient to success in all of these areas is a step back to good ol’ American ingenuity. If you look at Alexander Graham Bell, Thomas Edison, Bill Gates and countless other unsung success stories, what defines our country is an innovative and pioneering spirit,” Romney said.  “Their ingenuity helped make America an economic success story.”

He urged business owners to take a stand. “In no industry anywhere in the world, can a country have a Tier 1 sector if it first does not have a Tier 1 economy. “ He encouraged attendees to get involved in government. “In the competition of nations I am optimistic. I believe in the future of America. Sure we face tough competitors in the world, but our future remains bright as people stand up and say what they want, which lends itself to our continued economic freedom and success.”

Preceding Romney’s keynote address, industry veteran and business analyst Ray MacNeil gave attendees an overview of the current economic climate and how it affects the composites industry. Since 1960, the U.S. composites industry has had six downturns, he said, but the one that continued last year was “very severe.” The good news: Composites companies have compelling reasons to be optimistic this year and beyond.

The composites industry—along with many others during the recession—has been “hammered” since late in 2007, MacNeil said, but he predicts it will grow 3 percent to 5 percent this year, then 8 percent  to 12 percent annually from 2011-2014.

MacNeil pointed out that history is on the industry’s side. Using economic charts as illustration, he showed that U.S. growth in composites has far outperformed GDP, as well as competing industries such as steel and aluminum—and it’s not even close. “We can still safely say it’s a growth industry,” he said. “We’ve certainly slowed down, but we haven’t observed the peak and rapid decline associated with a mature industry. Better yet, we’ve always ratcheted back up after periods of decline.”

He showed that two indicators from the Conference Board’s Leading Economic Index predict economic growth in the second quarter of 2010. “It’s more reinforcement that recovery is on the way,” he said.

MacNeil also discussed how trends and developments in industries important to composites manufacturing, such as automotive, construction and wind, should help the industry rebound. “We’re not a one-trick show, and we’re not dependant on one sector of the economy,” he said. Also, the inherent advantages of composites (lightweight, strong, non-corrosive) should help to spark new applications, he said, but it’s also important to monitor issues such as regulation and offshore competitors.

“Remember, we are in quite a hole,” MacNeil said. “We took a nosedive in 2009, and we’ll be struggling to get out of that for a couple years. But we will get there.”

Then again, he might be among the first to admit that predicting economic matters isn’t an exact science. In a touch of levity that drew audience laughter, he presented his definition of an economist—”an expert who will know tomorrow why the things he predicted yesterday didn’t happen today.”

Felix urged attendees to take advantage of the  good year ahead and years of success moving forward. One way to take advantage of their current positions is through education. He urged attendees to participate in as many COMPOSITES 2010 education session as they could. “Those that progress in business will be those that seek out new target markets, are innovative and get involved. And that comes by taking advantage of as many learning opportunities as you can,” he says.

Yet Felix’s opening remarks were more than a package of good cheer; they were a call to action. He urged companies and individuals to get involved in an area that matters to them. “Find an area of the industry you are passionate about and be an active participant,” he challenged. “If you want to increase the value of your product, get involved in a committee that will allow that to happen.” He promised that as attendees involved themselves in the industry, outside day-to-day business dealings, they would be better business leaders and have the ability to motivate the industry for growth–something that would benefit all. “It is also important to let your Congressman know who you are and what your company is all about,” he explains. “For years we’ve been forced to play industry defense in politics, but finally with the Composites Caucus we have a way to play offense.”

The composites industry—along with many others during the recession—has been “hammered” since late in 2007, MacNeil said, but he predicts it will grow 3 percent to 5 percent this year, then 8 percent to 12 percent annually from 2011-2014.

MacNeil pointed out that history is on the industry’s side. Using economic charts as illustration, he showed that U.S. growth in composites has far outperformed GDP, as well as competing industries such as steel and aluminum—and it’s not even close. “We can still safely say it’s a growth industry,” he said. “We’ve certainly slowed down, but we haven’t observed the peak and rapid decline associated with a mature industry. Better yet, we’ve always ratcheted back up after periods of decline.”

He showed that two indicators from the Conference Board’s Leading Economic Index predict economic growth in the second quarter of 2010. “It’s more reinforcement that recovery is on the way,” he said.

MacNeil also discussed how trends and developments in industries important to composites manufacturing, such as automotive, construction and wind, should help the industry rebound. “We’re not a one-trick show, and we’re not dependant on one sector of the economy,” he said. Also, the inherent advantages of composites (lightweight, strong, non-corrosive) should help to spark new applications, he said, but it’s also important to monitor issues such as regulation and offshore competitors.

“Remember, we are in quite a hole,” MacNeil said. “We took a nosedive in 2009, and we’ll be struggling to get out of that for a couple years. But we will get there.”

Then again, he might be among the first to admit that predicting economic matters isn’t an exact science. In a touch of levity that drew audience laughter, he presented his definition of an economist—”an expert who will know tomorrow why the things he predicted yesterday didn’t happen today.”

ACMA's director of Composites Growth Initiative John Busel asks, "Why Composites?" in Tuesday's General Education session.

Most composites manufacturers, suppliers and distributors can rattle off the advantages of the material—it’s stronger than steel, lighter than aluminum, more corrosion-resistant than both and so on. But John Busel believes the industry still struggles to define itself and answer a simple question posed by engineers and others in the marketplace: “Why composites?”

Busel, director of the Composites Growth Initiative of the American Composites Manufacturers Association (ACMA), began his COMPOSITES 2010 educational session with a point that caused many attendee heads to nod in agreement—the composites industry has plenty to promote. “Our materials protect troops, make bridges resistant, reduce pollution from coal-burning plants, makes homes beautiful and affordable and convert wind into electricity to power millions of homes,” he said. “The question is, how can we explain our value more effectively?”

Part of the industry’s challenge was exemplified by a show of hands. Only a few of the approximately 60 composites professionals in the room said they have been in the industry for more than 15 years (the vast majority had less than five years’ experience). And, of course, the composites industry itself is relatively new compared to traditional industries such as steel, aluminum and plastics.

Busel’s point: Collecting momentum in the composites industry (and getting customers to adopt composites instead of traditional materials) requires first connecting with itself. As companies develop key talking points about the benefits of composites, he said, they should consider simple questions such as, “Who’s the competition?” and “What is the real problem you’re trying to solve?”

Busel also said composites professionals should better prepare answers that challenge the perceived limitations of composites. “For example, when prospective customers talk about high materials costs, we should bring up lower installed costs. When they bring up lower stiffness, we need to explain how it’s less expensive compared to other fibers.” He also told attendees the industry needs to reconsider codes, standards and specifications, and to consider new designs that don’t simply imitate the form and function of conventional products such as the steel I-beam.

COMPOSITES 2010 Attendees lined up at registration on opening day

Attendees began flocking to COMPOSITES 2010 this morning like an Elvis impersonator on a jumpsuit sale. Attendees from around the world, a few tired from either jet lag, a few rounds of slot machines or both,  lined up to register at the Mandalay Bay Convention Center in Las Vegas.  Cast polymer and solid surface manufacturers also have the opportunity to participate in the International Countertop Expo (ICE), which co-located this year with the COMPOSITES 2010 show. “This is my first time here and I already love it,” says Ishmael Rahamut, managing director of Trinidad and Tobago-based Top Décor. “This is a great place for us to network and with ICE next door, I think it will be a great show.”

The first day of the convention will focus on education, including education sessions on lean manufacturing, closed molding and CCT (certified composites technician) tutorials.  In addition, there will be six new networking receptions designed to allow attendees to make the most of the three-day event. The new receptions will focus on emerging markets, pultrusion, infrastructure, building and construction, architecture and ICPA.

Later today, composite consultant Ray MacNeil will address attendees in the general session on the economic outlook of the composite industry and keynote speaker Mitt Romney, Republican presidential nominee in 2008 and former governor of Massachusetts, will focus on key business developments affecting the composites industry.

For up to the minute highlights of COMPOSITES 2010, follow Composites Manufacturing magazine on Twitter.

A former Lamborghini employee himself, Feraboli recently spoke with Composites Manufacturing magazine about why the famous automotive company is moving forward with composites as its key technology for the future. To read the full interview, visit the CM Blog.

Mitt Romney

Mitt Romney will be a keynote speaker at Composites 2010 in Las Vegas on Tuesday,   February 9, 2010.Romney was a candidate for the Republican presidential nomination in 2008 and governor of Massachusetts from 2003 to 2007. He also served as President and CEO of the 2002 Winter Olympics.

Composites 2010 will be held Feb. 8 – 11. More information about registration and education sessions can be found at acmashow.org.

Follow the only official Composites 2010 show coverage at composites2010.com

At Composites 2010, MacNeil will give a presentation titled Recovering from the Great Recession: The Outlook for Composites in 2010 and Beyond, during which he’ll explain what made the recession so severe for the composites industry and what to look forward to in the coming year. “The general expectation was that we would start to see improvement in the second half of 2009,” he says. “The overall signs of manufacturing activity in the county have started to pick up. We in composites industry s seem to be lagging a little bit behind. What had been normal inventory was too much and customers in the supply chain have been working down their inventories. That has been the biggest drag in the last several months.”

MacNeil also plans to give attendees tools to help them forecast on their own. “I do usually provide the audience with data and statistics and some of the key indicators that we can watch, such as industrial production, housing starts, automotive builds, and I suggest a few places people can go to find those numbers,” he says. “Good business planning and forecasting are generally a key to success in most business. It’s difficult, but it’s a business discipline that all managers need to practice, to forecast demand coming up three months from now, six months from now, because companies have to make decisions about hiring, purchasing of materials and equipment. If they’re not prepared, they’ll miss opportunities when they appear, or they’ll be caught with too much inventory and people, and that will cost them profits.”