Security Sales & Integration March 2022 - 44

EXCLUSIVE!
Executive Interview
CertaSite Proceeds
With Certainty
It helped at least set the foundation for how
we supported our company, how we continue
to focus on innovation and development of
our processes. We didn't lose sight of that, even
though there was a massive impact to our economy,
to the people, to the lives we were supporting.
We came together as a team. It's still a
lot to navigate.
As a leadership team, since we've started,
It is gratifying
that we've been
able to take this
business and start
it from zero to
build it where it is
today in just a
little over three
years.
- Jeff Wyatt, CEO
" We aim to attract individuals
who want to do their best work
with a high level of integrity
while having some fun, " says
CMO Kelly Henderson.
we've been predominantly remote. When we
first started there were two executives and a
lot of us traveled and worked from home. We
were excited just as the pandemic was hitting
to have an actual corporate office, and then we
shut down. We ultimately came together under
one corporate headquarters. During COVID
we hired the most employees, from finance
to human resources to marketing to sales, and
now we're all under one roof. That has helped
us come together as a team and work more collaboratively.
Could
you highlight some of CertaSite's
leading services and technologies?
Wyatt: Our No. 1 area of business we do every
day is fire extinguishers. Every commercial
building out there has got fire extinguishers
and many of the companies we have acquired
had significant bases of fire extinguisher customers.
When we think about that on the inspection,
maintenance and new products basis,
our second-largest area is fire sprinklers. Fire
alarm is our third-largest area for inspection,
test, maintenance, and we also heavily install
fire alarm systems.
Additional areas include suppression and fire
protection products, and industrial systems.
Another area we are focusing in on is alarm
monitoring, which is great for recurring revenue,
or RMR. We are putting a major emphasis
on the growth, both organically and inorganically,
for the alarm monitoring business, particularly
commercial fire monitoring. We love the
idea of expanding how we can impact our customers'
lives, and so adding more monitored
accounts is an important initiative.
It's a nice advantage that recurring monthly
revenue is not as reliant upon technicians
as installations or service. You're providing a
monitoring invoice to a customer, quarterly or
annually, whatever it is. Yes you have to install
and maintain it, but we don't have to rely on a
tech every day to generate that RMR. We see
that as a real benefit in the world we're in today
with the labor struggles most see. It's good
to have an area of nontech-based revenue as a
priority for us.
We have such a large opportunity to grow
our business still, when I look at our fire alarm
and sprinkler customers and the percentage
monitored. We have a lot of room to grow from
a monitoring cross-sell perspective. Then with
the acquisitions we're doing, many with a nice
amount of accounts, presenting the opportunity
for us to add that piece of the business. Then
there's also cross-sell opportunities in other areas
such as video monitoring. There are many
possibilities through monitored services today.
Henderson: I think about CertaSite making
a difference for the customer - in our facility
managers, environmental health and safety leaders
that are running health care facilities, property
management groups, manufacturing plants,
all the way into the utility space - these individuals'
livelihoods and responsibility to manage
and adhere to all the regulatory requirements for
not only fire protection but also things unique to
their unique vertical. They work in highly supportive
roles where lives are at risk with core responsibilities
to ensure their fire protection and
security systems are up to code.
We asked them for feedback as we were
forming CertaSite. We wanted to know what
was important to them and what was painful
about managing fire and life safety from their
perspective. We built our products and services
around what they wanted, so everything
from the experience of doing business with us
to the solutions we provide would be as easy,
efficient and effective as possible. CertaSite
44
Security Sales & Integration MARCH 2022
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Security Sales & Integration March 2022

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