Hollenbeck Holds Profit-plonning Clinic for Kite-Areo Deolers

Paul R. Hollenbeck, founder of Lumber Service Company, Burbank, conducted a Profit Planning Clinic for retail lumber dealers March 24 in Riverside at the Mission Inn. Full treatment was given to open forum discussion of modern methods that will permit the lumber industry to arrive at more realistic pricing in relation to modern day merchandising.

The group convened promptly at 9:00 a.m. for a full day of concentration on problems pertaining to sound business principles of Modern Pricing Techniques for the Retail Lumber Dealer. Every pl-rase of ethical business procedure was covered, including sales, cost, price and profit. Graphic examples produced by Hollenbeck and his able assistant, Lynn Dawson, held the interest of the dealers until late altefnoon.

The educational conclave covered gross profit, mark-up, percentage of sales to profit planning and inventory breakdown. Overhead and its relation to gross sales and net profits to sales was thoroughly covered at the enlightening sessions. In fact, the executives of the retail yards were so interested in the educational value of the information they were receiving from the clinic discussions that only two short breaks were taken, for coffee and lunch.

Hollenbeck emphasized the necessity and importance of service to gross sales, and the effect of assets to inventory ratio on price and merchandise price planning. In {act, every category of lumber procurement and selling was covered at the day-long meeting.

Paul Hollenbeck is no neophyte in lumber marketing. He has sDent a lifetime as a market analizer in the wood products bnd allied materials field. He is a recognized authority on the problems involved in the realistic approach to modern-day retailing. He has a wide knowledge in management and sound business principles.

"No two businesses iu our industry are exactly alike. It is necessary to design the operation to fit the business, investment, percentage of sales and inventory turnover," he said. He covered the importance of costing all tickets all the time and emphasized the use of the daily report form and its importance to sound business management.

"Tl-re end product of your effort is reflected in the proper price you receive for your merchandise," he declared. "If you will apply the methods, and principles, we have discussed here today, we feel confident the results will show on the black side of the ledger," said Hollenbeck when the rneeting was adjourned at 4:30 p.m.

Dealers who attended the clinic at Riverside included Donald J. Derbes, Palm Springs Builders Supply; Clifford Rose, manager of McCoy Lumber Co., San Jacinto; H. J. Schmitz, credit manager of McCoy Lumber Co., Hemet; Earl Stephenson, Gibson Lumber Co., Victorville; George P. Loos, Gibson Lumber Co., San Bernardino; Neal Chadbourne, general manager of the Valley Lumber & Supply, Indio; R. E. Brenkman, Corona Lumber Co,; Kenneth E. Eckert, Coachella Valley Lumber & Supply, Indio; Buck Blair, Yorba Linda Building Materials; A. R. Thompson, controller, Peoples Lumber Co., Ventura; Ed Suverkrup, San Bernardino ; Fred Suverkrup and Herrick Schnurr. Suverkrup Lumber Co., Riverside, and Frank Knutson, San Gabriel Valley Lumber Co., Arcadia, California.

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