Unlocking Growth Potential
Local Security Companies Booming

By Lawrence Silver, Freeman Staff
Published: July 2, 2007

BROOKFIELD, Wis. - Changed priorities have unlocked massive growth opportunities for Bonafide Security Solutions, a security system installation and service company. The 22-employee firm has doubled sales during the last eight years to about $3 million annually.

On Monday, Bonafide opened a new service center in New London to serve a growing number of clients in northern and central Wisconsin. The company would like to open another service center in Madison in the next couple years.

Bonafide President Mike Egan said changed attitudes since 9-11 and more recently a massive shooting at Virginia Tech have been a major contributor to the company's growth.

"Since Sept. 11 and Virginia Tech, it has changed the way people look at things," Egan said. "People are more security conscious."

Changing attitudes toward security in the post-Sept. 11 era have been a boon to local security companies.

Chris Utter, owner of Sentra Protection Services in Pewaukee, said his company doubled annual sales to about $4 million in the last six years.

In January, Sentra merged with Stevens Point security firm Horgan Sales and in August the company plans to acquire another Eau Claire firm.

Utter, who also is vice president of the Wisconsin Burglar and Fire Alarm Association, said before Sept. 11, business owners viewed security systems as an alarm system that alerted others to burglars when they were away.

Today, Utter said, people want to know employees are safe while at work and are looking for physical barriers to prevent unwanted people from entering the building.

"The highest demand is for limited access to certain areas," Utter said. "People want to record who comes in and out of the buildings."

A new priority

Egan said Bonafide's clientele, which include Kohl's Corp., Roundy's Inc. and Carroll College, always wanted security.

But since Sept. 11 and the Virginia Tech shooting, security has moved from the bottom of the priority list to the top, he said.

Following Sept. 11, Carroll College asked Bonafide to install electronic card access systems for dormitories and other campus buildings.

"Every time a terrible event happens, it makes us look at what we have and what we are doing," said John Harbeck, Carroll director of campus security. "Things like that make us re-examine and make sure we are where we should be."

Egan said many of Bonafide's customers wanted to re-evaluate their security systems after Sept. 11.

He said many of them turned to the company's service technicians to see if the company could offer a higher level of service.

"Our people and our service are the keys to our success," Egan said. "They are our frontline sales people."

Service the key

Linda Bautz, who, with her husband, owns Auto Integrity, an auto service center in Waukesha, said she wanted a security system to protect the cars while in the shop.

She said Egan came to their business and really told them what they needed.

Egan said many of Bonafide's customers are similar to Bautz.

"Many people come to us and they don't know what they want to do," Egan said. "Everybody has unique needs and we try to tailor it to people."

(Lawrence Silver can be reached at lsilver@conleynet.com)
Copyright, 2007, Lakeshore Newspapers, LLC. All Rights Reserved.
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