COLUMN: ON THE JOB

Richard M. Farland

Director of product engineering

Hyde Tools, Southbridge

Age: 43

Family: married, four children

Town of residence: Sturbridge

Native of: Sturbridge

Time in current job: 10 years

What do you do?

"I'm involved in bringing new products to market for this company. It's primarily products related to the paint and wall-preparation industry. That would encompass drywall tools to wallpapering tools. We have masonry and flooring tools but our primary market is the paint industry. We don't sell paint but we provide tools that painters use."

What makes a successful hand tool?

"It's got to be simple. We only have a short amount of time to sell to a customer. It has to be obvious what the intention of the product is. They also have to last and be durable. The biggest market is the do-it-yourself market, but our focus has been on the professional who really cares about their tools ... but we sell to both markets. A good tool has to solve a problem. We're dealing with a mature product line. The putty knife and scraper haven't changed a lot in the past 50 years. Our major focus is to bring to market things people haven't seen before."

What role do tools play in successful painting?

"We like to say for a great finish start with Hyde. If you haven't prepared your surface well, the paint will really exaggerate the error. Our job is to provide tools that create the perfect surface."

What are some recent successes?

"The Wet and Set hole patch kit for drywall has been good. The PaintMiser has become popular. It's a product that enables the person to use more of the paint - either in the can or on the roller. It's a "green" product because it keeps paint out of landfills. It was a product that was not immediately embraced until the price was right."

Have you become adept at using paint preparation tools?

"I do some drywall work and paint work. I'm not an expert at any of them. But it does give me a respect for the experts that do it."

Do you talk to the professionals using your tools?

"We will share with all the contractors in the area. We go out in the field. We stand and watch and ask questions while they're working."

Good ideas don't necessarily mean success, right?

"Some products never get to market for a variety of reasons. Maybe we can't make the product economical. Maybe we can't impress the customer. Sometimes it may not be a product in our industry. We take things we're good at and try to expand on them. We have about 850 SKUs right now. We're constantly trying to add new ones. In a year we might introduce 25 to 50 new things."

How does a product go from the drawing board to the store shelf?

"The interesting part of the product development cycle is that it's a circle. You start with a concept. Then you build a prototype. Then you test it. At that point, you go back to the design, then you test it. Maybe it's only a couple of times around the loop."

What skills are needed for this job?

"I call on my engineering background but we're analyzing market research and data as well as getting feedback from users. I do a lot of work with cost and pricing. I deal with suppliers overseas. I just got back from China a few weeks ago."

How did you get into this field?

"I graduated from WPI in 1987 and then I went to Pratt and Whitney for a few years. After that, I went and designed golf clubs for Spalding in Chicopee. That was a change and it was a lot of fun. They later got bought out."

What's the best part of your job?

"I like my work. I like being involved in a tangible industry. We see a direct response. It's not like building a tube for a jet engine. In this business, you put a product out and you get immediate feedback."

Compiled by: Business reporter Bob Kievra

To be featured in or to suggest a job profile, send information to Bob Kievra, Telegram & Gazette, Box 15012, Worcester, MA 01615-0012, or send an e-mail to rkievra@telegram.com.

ART: PHOTO

CUTLINE: Creating the perfect surface is what it's all about for Richard M. Farland, who is responsible for bringing new products to market for Hyde Tools in Southbridge.

PHOTOG: T&G Staff/PAUL KAPTEYN