Young at Heart; Solid Gold Future
- By Ralph C. Jensen
- Nov 01, 2014
There are myriad of cool things about
Columbus, Ohio. On a list you might
place The Ohio State University Buckeyes
and a downtown that boasts Nationwide
Insurance. You might also include the
two Heisman Trophies won by the only two time
winner Archie Griffin (1974 and 1975).
These and many other things make Columbus
a nice metropolis. But, who keeps all this stuff safe
and secure? It’s a good question, and the answer is
Xentry Systems Integration.
Xentry is young at heart in the installation
business, but not when it comes to security. They
have quickly established themselves as a leader in
designing, installing and maintaining technology
systems to keep people and property protected
and secure, increase efficiency, mitigate risk and
ensure compliance. Xentry began as Matrix Systems,
an electronic security solution provider
with over 35 years of experience in the security
industry. Matrix Systems has provided electronic
security solutions to some of the largest and most
challenging facilities in the United States, including
Miami International Airport, Texas A&M
University and Cleveland Clinic.
In April, Matrix Systems created Xentry as
a stand-alone company to focus specifically on
building technology systems. Also in June, Xentry
acquired AcreeDaily, a fellow integrator with more
than 30 years of experience not only in security
systems but also healthcare communication, fire
alarm, electronic asset management and intercom
and paging technologies.
Now established as an integration leader, Maxtrix
officials cleared the deck for a well-known
management team with decades of experience.
“We look at the growth of the healthcare industry
and we’re excited to be part of it,” said John
Nemerofsky, president and CEO of Xentry. “The
security business is busting at the seams with millions
of dollars being spent on solutions.”
Nemerofsky is quick to see the vision of security
integration. He does after spending several years
as a vice president at Stanley Security Systems and
president of SST, a security service provider.
“We focus on our clients and bringing them new
technology and solutions to correct any problems
they might be having,” Nemerofsky said. “Our offices
are set up for the customer so that can do an onsite
analysis, and we’re setting up a laboratory to test
all types of technology and engineering updates.”
It is easy to understand why the future looks
like solid gold to the management team. Xentry
currently works with 633 customers, and they have
a plan where they target potential clients, then go
out and visit these future clients to explain and
show how the Xentry model works and how it will
increase security and deliver positive outcomes.
Of course, Nemerofsky doesn’t run the show alone.
Andre Greco is the company vice president, and
is responsible for recruiting and building a sales
team, training and presenting Xentry thoughts at
the C level. Greco’s background comes largely from
the integrator market, including Johnson Controls
and Ingersoll Rand Security Technologies.
“When we target accounts, we look at the higher
education market, transportation, healthcare
and municipal markets,” Greco said. “We have to
know our competitors and know the local market.
We have to be hands-on professionals in everything
that we do.
“Xentry’s go to market focus is on delivering
business outcomes through technology.”
Joining Greco at the VP level is Scott Cooley.
At first glance, Cooley is somewhat of a prankster,
but don’t let that fool you. He has security written
on everything he does. He is the vice president of program management for the company
and has a portfolio of impressive
security achievements, including
“One of the high pressure security
landscapes nowadays is a secure
campus,” Cooley said. “We attack security
on the campus by the theory of
not selling just any technology that
comes along. We install what best
suites the client, and what brings the
best security system to that campus.”
Xentry’s management team also
includes Mark A. Ring, senior director
of operations; Dan Blend,
the regional president for greater
Ohio; Brian Blend, vice president
of finance. This management team
has been working double time to get
everything up to speed, including
ordering 27 new work vans for the
Columbus area, the Ohio Valley and
Upper Great Lakes States. This is an
area of integration that Nemerofsky
fondly refers to as a Super Regional
integrator. It doesn’t stop there however,
as Xentry is busy in South Florida,
and has existing customers in 35
of the 50 states and Canada.
One of the most talked about installs
can be found in College Station, Texas,
home of the Texas A&M Aggies.
In the Long Star State, football is king
and the university makes significant
investments to protect its students,
sports fans and faculty. As a member
of the Power 5 conference, only
the best security will do. Xentry has
provided plenty of knowledge and
physical equipment as part of the
university’s access control system.
Texas A&M’s unified access control
system can be easily decentralized
to meet specific departmental and
agency needs, and can also be used to
standardize access control to improve
safety procedures across campus.
“This is all part of bringing new
technology to the client,” Nemerofsky
said. “We want to be their technology
partners. We want to participate
in their 5-year plan, based
on a budget, and we want to get our
clients exactly where they want to be
Another impressive client is The
Ohio State University, also a football
bastion. Four decades ago, Archie
Griffin won the Heisman Trophy, not
once, but twice back to back. Both
trophies are in Columbus; one at the
Ohio Union on campus, and the other
at the Buckeye Hall of Fame Grill
just outside the campus. Now, the
trophies are securely in place, thanks
to Xentry. At the Buckeye Grill, the
trophy sits in a Plexiglas case, and
has every conceivable security device
fashioned and attached to it.
Making it All Work
Xentry has an interesting business
model. They list about 25 percent of
their business as recurring revenue,
and the finance people at the company
see this as a monthly infusion
of cash up front and an exceptional foundation on which to grow the company. Again, the targeting strategy
comes in to play as potential customers are examined for RMR, which is a key
ingredient in the company’s growth strategy.
RMR is part of the service contracts that Xentry signs with it client base.
Like everything else in a growing business, this is a revenue stream that management
hopes to increase year over year.
“Everything we do is team centered by meeting set milestones,” Cooley
said. “In this industry, the number one complaint is service. We don’t ever
want to be caught with this complaint. We want our customers to know they
are buying an outcome. We want to be nimble enough as a company to understand
our customers’ needs and make it happen.”
Nemerofsky is clear about the company and its success. Saying, as long as
Xentry sticks to its mission and offering best-in-class service, they will find
success. He is even certain about the element of technology as they are currently
looking for a technology leader to join the management ranks.
“The company will grow when you build on trust,” Ring said. “We build on
consistent processes from group to group within the company. It really is all
about teamwork. It is the technology of customer retention and hitting our goals.”
Similar to other companies, growth is critical and to win that game, Xentry
plans to grow through organic means and acquisition, and, of course, using
technology to leap into other vertical markets. Currently, there are two purchase
offers in the pipeline. Time will tell when and how those negotiations turn out.
One thing that will remain the same is the method of service by installers and
the back office staff, who look at daily efficiencies throughout the company.
Though the company name of Xentry is new, the merger of Matrix and
AcreeDaily created a formidable installation firm. The company currently has
428 open projects that the service staff are keeping up with. Xentry has projects
ranging from $27,000 to $5 million. The Columbus office and warehouse
is adding 5,500 square feet of additional space to the already 16,000 square
feet. Warehouses are located in Miamisburg, Ohio and Miami, Fla.
Xentry also employs a data mining expert to look for additional service
opportunities, and management is considering an investment into the size of
the sales team.
“I believe our individual team members can take on more responsibility
through proper time management techniques,” Nemerofsky said. “We need to
optimize our existing relationships, meet with our customers and see how we
can increase business from that perspective.”
The method of attracting new business is pretty simple. Nemerofsky said
that if Xentry can get in front of the security decisionmaker, they ask for the
opportunity to give them a service call, proving what they can do, and how
they have invested in a quality, go-to service staff.
“We go in on a consultative perspective,” Nemerofsky said. “We want to be
able to show that we can deliver the service to the customer, and that they can
feel comfortable with our technology and technicians.”
As a super-regional installer, Xentry has about 82 employees, half of which
are located in Columbus. Other staff is located in Miamisburg, Miami, Cleveland
This article originally appeared in the November 2014 issue of Security Today.