As Angela White takes over for Marshall Marinace as the new president of the Electronic Security Association, she expects both the alarm industry and ESA to experience solid growth over the next five years. Thanks to a rising customer base for alarm dealers and rapidly accelerating technological innovation, ESA member companies are poised for growth during White’s two-year tenure atop the organization.
“The residential penetration rate will increase, thanks in part to more affordable DIY systems and increased consumer demand for lifestyle enhancing features,” White says. “The largest consumer group wants the Internet of Things, and those ‘things’ fit comfortably in a well thought out, progressive business plan.”
White says this growth creates the perfect environment for technological innovation as millions of dollars are poured into the development of new products and solutions to serve security needs. “I think we will see exciting technologies coming to market in the form of video surveillance, access control, voice controlled solutions, wearable devices and remote management solutions,” she says.
DIY, in fact, is one of the top trends White will be watching —along with most of the ESA membership. The key is leveraging DIY to create new opportunities. “I’m monitoring the DIY market closely so that we can position our organization to take advantage of the new influx of security-savvy consumers that are being developed,” she says. “With new entrants into the market, we can monitor how they grow into the traditional security space.”
Instead of seeing DIY as a threat, White says she is excited about the opportunities that DIY systems bring to serve a new pool of consumers and expose them to security solutions. “We see many consumers getting excited about security and dipping their toe in with DIY products,” White says. “The goal is to offer the solution then maintain the relationship if and when they move to traditional security services.”
She notes that ESA members have provided DIY solutions for years; in fact, White — who is the executive vice president of Wisconsin-based Central 1 Security — moved her company into that space just this year. “Why not be the company that offers the solution they will ultimately find somewhere?” she figures. “At the end of the day, the security industry is growing and that is very motivating and exciting for business owners.”
Meet Ms. White
As she assumed the role of ESA president on July 1, White also celebrated her 30th year in the trades. She began in the commercial-industrial electrical space, completed an apprenticeship in Vermont, and transitioned into security in 1988. “The wires and the conduit are much smaller,” she laughs.
Her background is diverse — installation, service technician, sales, general management, financial responsibilities and ownership. As an equity partner and EVP for Central 1 Security, she is responsible for general management.
Previously, White was the founder and owner of Pro-Tech Systems of Vermont and the President of the Vermont ESA. She holds several fire alarm licenses and was the direct liaison to the state fire marshal during annual regulation updates. White holds several NTS accreditations and needs only complete student teaching to be certified to instruct CAT and FAIM courses.
If Marinace’s experience is a precursor, White is in for an amazing two years. “I had a lot of fun,” Marinace says. “I met a lot of people, many new faces.”
Shaping ESA Now and in the Future
White, the 42nd president of ESA, will serve from 2016-2018. Marinace knows the term of office can be grueling with the amount of travel, 10 hours a week on conference calls, and meetings with the Board of Directors. “It can be a demanding job, especially when you are running your own active business,” says Marinace, president of New York-based Marshall Alarm Systems Inc.
White is often asked what she expects to accomplish during her tenure. “The leader’s commitment must be first to the association with an understanding of the amount of energy and time necessary to effectively complete the tasks at hand,” she says. “A personal agenda is contraindicative to the mission.
“Our vision will be to remain committed in leading this industry for the benefit of our members, consumers and public safety,” White adds, noting that ESA has the remarkable fortune of having great volunteers at all levels who continue to serve tirelessly. “We have been equally as fortunate with the procurement of talented professional partners who are empowered and encouraged to contribute ideas, visions, and strategies that will benefit the association and those that are served,” she says.
To ensure continued success, the focus will be on retention, selection, and succession of engaged and talented individuals, in both the professional and volunteer arenas. “While we often use the word ‘engaged,’ it is imperative that we concentrate on that as a definitive barometer in our process and progress,” she says.
To that end, implementation of ESA’s new Mentorship Program with the Young Security Professionals (YSPs) is aimed at increasing participation with those who will become leaders in ESA. “We will embrace this group, learn from them, and adapt our way of operating, to ensure our existence and relevancy,” White promises.
Along with the Mentorship Program, ESA appointed a YSP to every committee, expecting to gaining the necessary influx of excitement in addition to teaching “Boomers” more effective processes.
Serving with White will be vice presidents Tim Creenan, CEO of New York-based Amherst Alarm, Chris Mosley, president of New Jersey-based Complete Security Systems, and G. Thomas Eggebrecht, Ph.D., president and CEO of Phoenix-based Bonds Alarm. Jon Sargent, government affairs specialist with Tyco, will serve as secretary. Marinace, will serve on the ESA Executive Committee for two years as immediate past president.
Top Issues
Beyond DIY, White has a full plate. On the legislative side of the equation, ESA’s Government Relations team works to monitor lawmaking efforts at the federal and state levels. “There is a great deal of legislative activity as our industry evolves and legislation plays catch-up to the advances in installation practices and technology,” White notes.
ESA currently is developing model legislation. The premise is to draft the most ideal state legislation to govern the electronic security industry, that will then be provided to regulators.
As president of the Vermont ESA, White is no stranger to legislative efforts; in fact, she co-authored a state licensing plan. “Low voltage licensing and background checks still are not mandated in Vermont, and like most legislative initiatives, this will probably end up a reactive focus rather than proactive,” she says.
“The Governance Task Force will help drive the Association to be more relevant to the membership,” Marinace adds, noting the Task Force was one of his greatest accomplishments as ESA president. Still a work in progress, the Directors have approved the idea and it will go to the membership for a vote soon.
Recruiting is another top issue for White and ESA. “As technology changes and the skills of our staff evolve, I’m trying to figure out what our employee of the future looks like,” White says, noting that IT skills are increasingly important.
“We have to make decisions on how to bring those skills in house,” White says. “Do we hire dedicated IT staff? Do we invest in training existing staff? Do we look to partner with other companies that focus on IT to work with our installation and service departments?”
Those questions are at the forefront of her mind and cry for strategic development to position the business for continued success. “The workforce development initiative that we embarked on in 2015 will continue to be a focus throughout my term as we work to bring a new pool of candidates into our industry,” White promises.
She notes a drive to reach outside the security industry to educate those who should consider security as a viable career choice. “You will see a significant public relations campaign that ESA will use to drive candidates to member companies over the next couple of years,” White says. ESA also has a dealer toolkit with resources like customizable job descriptions, recruiting best practices and a commercial on the industry members can post on their website and social media channels.
In addition, White intends ESA to be a resource for cybersecurity education and training. “Cybersecurity is an area that we all need to be paying close attention to,” White says, noting the need to educate customers and train staff on proper network protocol and cybersecurity best practices.
Advice to ESA Companies
White’s advice to ESA members is to look ahead by taking a step back and evaluating their current business plan. “We see a multitude of go-to-market models succeeding, and that trend will continue to grow,” she observes. “Members need to decide where their passion is, focus on their niche and do everything they can to provide the best possible customer experience.”
Of course, that could mean something different for every company — adding new solutions and product lines, changing how to market the business and who to target, or sticking with what is working extremely well.
“I believe that as our market grows, there is going to be a place for all types of businesses that provide a myriad of services and solutions to consumers and commercial end-users,” White says. “Members need to keep an open mind and never allow themselves to stop learning.”
There are a variety of services ESA provides that White recommends for member companies, including taking advantage of the education and networking offered at the ESA Leadership Summit and ESX show. After taking in as much information as possible, “make the best decisions for your business and your unique goals along with ideas and products” she advises. “These events foster models and provide invaluable networking opportunities.”
Other examples of what White calls “the intrinsic and financial value” provided to ESA members include:
• ESA’s National Training School (NTS), which continues to evolve to accommodate the needs of technical, sales staff and owners/managers;
• ESA Insurance Solutions, where, in addition to general liability and E&O insurance offered through Security America RRG, dealers can now access health insurance, workers comp, business auto insurance, commercial property insurance, home, auto, and life insurance.
• Additional events, including the Day on Capitol Hill and the YSP Rising Leaders Forum.
“I have never been more excited about the future our industry and my role to serve the members of the Electronic Security Association,” White concludes.
Curt Harler is a technology writer and regular contributor to SD&I magazine. He can be reached at [email protected].
