1

32

REGIONAL LANDSCAPING PRODUCT GROWTHANNUALLY THROUGH 2017

5.9%$1.6 BILLION

8.2%$2.5 BILLION

7.1%$1.2 BILLION 5.7%

$1.2 BILLION

W E T C A S T H A R D S C A P E S A R E T H E N E X T B I G T H I N G

Hardscape products currently account for 28.5% of the landscaping products industry.

Driven by the trend of creating outdoor living spaces, hardscape product sales are forecast to rise 9.8% per year through 2017 to $2.1 billion—By far the fastest rate of growth among landscape product categories.

Demand for concrete hardscape products is forecast to increase more than 10% per year through 2017 to nearly $1.2 billion. Demand will be driven by the continuing growth in popularity of concrete pavers for use in creating patios and walkways.

The residential market was the largest user of concrete products in 2012 and will grow to 45% of all concrete

hardscape sales in 2017.

Over two-thirds of all hardscape products

are made up of concrete products

(54%) and stones and boulders (12.9%)

$2.1BILLION

$1.2BILLION

28.5%

66.9%

45%

STONES & BOULDERS MANUFACTURED STONES & BOULDERS

0%PRECAST CONCRETECONCRETE PIPE &

BLOCKHARDSCAPE

PRODUCTS DEMAND

50%

100%

150%

200%

250%

300%

PROJECTED CATEGORY GROWTH (2012-2019)Demand for manufactured stones and boulders is expected to post the fastest growth of any type of landscape product over the next 10 years.

This expected growth is due to customers wanting more natural looking landscape products that cost less to install than natural stone.

Rosetta’s wetcast hardscape products comprise the most complete line of manufactured stones and boulders currently available.

292%

SOURCE: 1 “Freedonia Industry Study #3045”, Landscaping Products, July 2013

2 Ahmad, “Precast Concrete Manufacturing in the US”, IBISWorld, October 2014

3 Carter, “Concrete Pipe & Block Manufacturing in the US”, IBISWorld, April 2014

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—Mason Cooley

The market value of concrete is radically affected by the mold it’s cast in.

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C R E A T E A B E T T E R P R O D U C T

Rosetta Sales vs. ICPI vs. NPCA (Precast Association)

% C

HAN

GE

599%

2007 2008 2009 2010 2011 2012 2013

100

200

300

400

500

600MARKET TRENDS

TIME

IncreasingCustomer Demands

Decreasing Skilled Labor Availability

Over the last many years, access to skilled labor has decreased dramatically in many regions. At the same time, customers have become more and more demanding. These competing trends create a gap between what customers want and what contractors can economically install. Rosetta products bridge this gap.

HARDSCAPE PRODUCTSThis chart represents the hardscape products marketplace. Traditional Concrete Products are typically high on the ease-of-use axis, but relatively low on the attractiveness axis. On the contrary, Natural Stone is typically highly attractive, but relatively di¨cult to install or engineer. Rosetta products as easy to use as Traditional Concrete Products and as attractive as Natural Stone.

EASY

ATTRACTIVE

TraditionalConcreteProducts

Natural Stone

ROSETTA OUTPERFORMS INDUSTRY SALES

ROSETTAMI Plant Sales

NPCAIndustry Total Sales

ICPAIndustry Total Sq. Ft. Pavers

By creating products that meet these trends, growth at our regional hardscape production facility has dramatically outpaced that of the industry as a whole over the last seven years.

Highly attractive texture,

color, and shape

Simple lifting tool

increases installation

speed and safety

Interlocking Lugs make

walls easy to engineer

Consistent

dimensions make

installation fast

and easy

98

CAPS & ACCESSORIES

STEPS & WALKW

AYS RETAINING WALLSFIREPLACES & FI

RE PI

TSPA

TIO

S &

PAV

ERS

T H E M O S T C O M P L E T E L I N E O F W E T C A S T H A R D S C A P E P R O D U C T S O N T H E M A R K E T

10 11

7 W AY S L I C E N S I N G R O S E T TA H E L P S Y O U

1930

W H Y P A R T N E R W I T H R O S E T T A

HOW IT ALL BEGANRosetta Hardscapes launched in Charlevoix, Michigan in 2007—The brainchild of three brothers who had spent their entire careers in the construction industry.

Responding to the need for a hardscape product that mimicked the colors, textures and shapes of natural stone the first product Rosetta developed was the Outcropping Collection.

As a larger scale wall solution that creates grand walls that truly capture the look of natural stone, Outcropping was

met with success on a local level. Since 2007, several Rosetta manufacturers have joined the Rosetta team—covering select markets in the United States, Canada, Europe, Asia, and the Middle East.

GROWING AND INNOVATINGBeginning with the Outcropping Collection, early advances included the development of a complete line of hardscape products.

The complete line of Rosetta wet-cast, concrete products gives Rosetta an appeal in every market—within the landscape architecture community,

among the landscape contractor market, and even in the do-it-yourself homeowner crowd. This creates an opportunity to promote Rosetta across a range of specifiers and customers.Rosetta’s innovative engineering resources include on-sta® engineers, wall layout software, design charts, construction details and much more. These resources are available both in print and online and are constantly being improved and updated.

Rosetta’s full-time R&D department is constantly striving to find opportunities for product improvement and development.

1968Generation 2Jim, Mark, and Ben Manthei

create MDC Contracting

2012Generations 3 and 4Jeremy Manthei continues

to lead Rosetta into the future

2007

Rosetta Hardscapes is founded

MOVING INTO THE FUTURERosetta is committed to continued innovation—with exciting developments coming from the R&D Department. Stay tuned as Rosetta continues to lead the wetcast hardscape industry by creating beautifully engineered, artistic hardscape solutions.

Generation 1 : Ted & Ernie Manthei Growing Strawberries

T H I R D G E N E R AT I O N FA M I LY B U S I N E S S

1. HIGHER CHANCE OF SUCCESS. We manufacture and sell a significant quantity Rosetta products ourselves in Michigan every year. This experience has helped us to figure out what works and what doesn’t, which greatly increases your chance of success.

2. SHORTER TIME TO MARKETWe have developed a proven, plug-and-play system that will get you up and running and generating income much faster than would ever be possible starting from scratch.

3. INITIAL TRAINING AND ONGOING SUPPORT We have a deep bench of talented sta® ready to provide manufacturing training, sales training, marketing resources, and much, much more.

4. SELLING POWER OF A NATIONAL BRANDThe Rosetta brand is becoming well known nationally as both innovative and trustworthy.

MANUF

ACTURING & SALES

NEW PRODUCTS & SUPPORT

You

WETCAST TECHNOLOGY

VALU

E

CO

ST

5. NATIONAL ADVERTISING AND LEAD GENERATIONWe nationally advertise to both installers and specifiers in both print and on-line media. This e®ort provides us with valuable leads to pass on to our licensed customers.

6. PERFECT BLEND OF AUTONOMY AND SUPPORTOur license structure allows for independent, entrepreneurial manufacturers to run their business the best way they see fit, while giving them access to cutting-edge R+D, best practices, and world-class support.

7. NETWORK OF INNOVATIVE MANUFACTURERSJoin an exciting network of innovative concrete products manufacturers with an incredible wealth of experience and expertise that are collectively changing the hardscape industry for the better

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