Project 03 of 35
Entice HP+
- Company
- C.R. Laurence
- Role
- Product manager, stage-gate lead
- Year
- 2024
- Discipline
- Entrance systems
- Status
- Launched; post-launch review
- Images
- 9
Entice is CRL's all-glass entrance system, launched in 2015. Customer feedback on the original pointed to air, water and wind-load performance: the center-hung pivot door left a 3/16" gap at the top and bottom of the frame.
Entice HP+ re-engineers the door around a continuous geared hinge and an automatic drop-bottom seal. That closes the gaps, raises structural performance and allows larger doors. I joined the program during development and carried it through launch, the first production order and the post-launch review.
- Full-scale structural rating, up from 20 psf
- 30+ psf
- Entice line growth, 2022 over 2021
- +25%
- Segment size
- >$100M
- Viable under California's energy code
- Title 24
Overview
- Problem
The original center-hung Entice door had 3/16" gaps top and bottom, letting air and water through.
- Solution
A continuous geared hinge in place of the pivot, plus an automatic drop-bottom seal. Together they improve sealing and wind-load resistance and allow larger doors.
- Customers
Architects and Division 8 contractors, for commercial offices, government buildings, retail and hospitality.
- Value
For architects: Title 24 viable, high thermal performance, and freedom in scale and aesthetics.
- Competition
U.S. Aluminum Mojave 250T, FHC Aspire, Assa Abloy ThermaGuard.
- Launch
The first order shipped in 27 business days against a 20-day standard. We used it to tighten the production flow for the orders behind it.
My role
I joined Entice HP+ during development and carried it through launch, the first production order and the post-launch review at Gate 5. I tracked the first orders through the plant, gathered feedback from sales and the field, and fed it into the transom and sidelite program that followed.
Stakeholders I coordinated
- Testing
- Full-scale air, water and structural testing
- Manufacturing
- Los Angeles plant, made to order
- Internal teams
- New product development · Product testing · Marketing · Sales and service centers · Sourcing and purchasing · Demand planning · Master data
- Gate committee
- VP Engineering · VP Product Design & Development · VP Sales · VP Marketing · Head of Product & Innovation
Stage-gate progress
- G0 Concept Feb 2023
- G1 Define Jul 2023
- G2 Develop Sep 2023
- G3 Validate 2024
- G4 Launch 2024
- G5 Post-launch 2025
Research
Entice line sales, indexed
Four years of the original Entice (2021 = 100). HP+ was built to extend this trend with a higher-performance option.
Indexed from internal sales data; actual figures withheld.
How open HP+ projects are specified
33 open or won HP+ opportunities at the time of the transom and sidelite program. Most name HP+ as the basis of design.
Where HP+ leads come from
Same 33 opportunities, by lead source. Architect outreach and continuing-education presentations feed the pipeline alongside inbound email and web forms.
Challenges and resolutions
-
01
Challenge
The first production order shipped in 27 business days against a 20-day standard.
ResolutionWe walked the order through the plant with production, documented where it stalled, and tightened the flow so the orders behind it shipped closer to standard.
-
02
Challenge
Sales were losing HP+ specifications on projects that needed sidelites and transoms.
ResolutionThe Gate 5 review turned that feedback into a funded follow-on program, Entice HP+ Transom and Sidelites.
-
03
Challenge
Some HP+ door-rail SKUs were missed during the company's move to SAP, so a few configurations couldn't be ordered.
ResolutionWe audited the full configuration list against what existed in SAP and submitted the missing items in one request, rather than discovering them order by order.
Gallery
