At Work... Kate's Covers

   Name: Kate's Covers

   Type of business: Specialists in measuring and fitting custom radiator enclosures.

   Address: 66 Whitney Drive, Berkeley Heights

   Telephone: (908) 490-1400

   Website: www.katescovers.com

   Number of workers: 2

   Founded: 2003

   Top officer: Kate Lillis, President

   "We are a retail business specializing in custom radiator enclosures that are made in our family factory in Pennsylvania," said president Kate Lillis.

   "We sell custom radiator covers through the internet. If you type in radiator covers on Yahoo, Kate's Covers comes up first with the statement, 'Affordable radiator covers.' We have been providing custom-made radiator covers for over 50 years.

   "Our product transforms an unsightly, dangerous heating element with a safe, attractive, and energy-efficient piece of furniture that prevents heat damage to walls and draperies.

   "Our custom radiator enclosures are made of heavy gauge metal, have four coats of baked-on enamel, insulated and hinged tops for easy access to valves, recessed grills, rounded corners, and double beveled sides for safety.

   "Our units cover radiators and protect children, adults, and pets. Much of our business is in older homes with young families. A mother contacted us after her son's friend burned his hand while reaching for a toy under the radiator. She needed the covers so the situation wouldn't happen again. We are also called in by social workers from the Division of Youth and Family Service (DYFS) to create a safer environment for a family about to adopt or become foster parents."

   "Our customer service. Most people find us through the internet. We are also seen in person with our product at street fairs and at Raritan Center when they have the Home Show. Mini samples of our product also can be seen in several plumbing and hardware stores. They will either call or contact us. We ask them to measure their radiators following the instructions on our internet site. We offer a free online quote once they give me their measurements. We mail back the dollar amount based on the measurements they sent in online or gave in their call.

   "Once the quote is agreed on and the order is placed, [we] make a trip to the house to see that the measurements are correct for the radiators. Sometimes we have to change the measurements because there is a pipe that comes out of the wall, or an overhanging windowsill, and the measurements have to be adjusted to cover the pipe and adjusted to the window sill. Our policy is to come to the house to recheck every measurement when the covers are ordered and return to install them when completed at no charge.

   "Once the covers are made to specification, we go to the factory in Pennsylvania to pick them up. We can put 30 covers in our Ford van with the logo Kate's Covers. Then we deliver them to the home and install them.

   "We're not like other companies on the internet, sending a package to assemble. One customer told of her experience with an internet company when she ordered a radiator cover. She had not measured correctly, and the cover was too short by five inches. Not only did she have to put the cover together, but the wood was raw and needed to be painted as well. She wound up throwing it out in the garbage. We came in and put a nice one in for her. By the time she paid for the shelf and shipping charges, the cost was the same as ours, so she paid double for her mistake."

   "Our goal is for people to immediately associate Kate's Covers with quality radiator covers and exemplary service. We want people to immediately think Kate's Covers for their radiators."

   "By having most of our leads come from the internet. When we started, we advertised in magazines geared to young children. Now more of our advertising in on the internet and through word of mouth."

   "We did a home in Sea Bright where we sold 14 covers to an owner we never met. He left a key to his home in a spot on the back porch and we came to measure the radiators. When we returned to deliver the covers, we had to use the key again to enter so the covers could be installed. We were in communication only by phone. But the largest amount of covers we made was 19 for a home in East Orange ."

   "Everyone thinks that radiator covers are a dying business, but manufacturing radiator covers has been the family business for the three generations. It's very expensive to replace a heating system. Hot air is still the coziest heat because it's steady not like forced hot air.

   "I expect changes to come from the internet. The business will continue through its search engines of Yahoo and Google."

   "To keep your word. One of the things customers are amazed at is that we always show up in the time that we give them. If we are going to be late, I'll call and tell them that. But we usually come when we say we will. We don't tell them we will come between nine and five. Parents are very busy and can't spare the time."

   "Starting a business takes hard work-- and discipline and money. It may take a few years before there is a profit. For this work, you need excellent communication skills."

   "The job I have now, as Director of Advancement for St. Dominic's Academy --a girls high school-- in Jersey City is life-fulfilling. I'm giving back to the community, and I feel good about it because it was my high school. But as a non-profit organization, I need Kate's Covers to supplement my salary. I feel good about Kate's Covers too. It nice to have your own business, and being able to work your schedule as you see fit. I work Monday through Thursday, allowing my husband and I to play golf on Friday instead of Saturdays, avoiding the crowd. The schedule allows us to work in the evening and weekends--measuring or assembling radiator covers -- when customers who work during the week are home."