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Our Mission Statement

Cleat America is an importer and distributor of equipment in North America. We are a new company exploiting all of the innovations, new ideas and new technologies of our time to bring new equipment to market in a direct and economical way.

Our mission is to;

• Find and support equipment-based technologies of economic and environmental benefit.
• Partner with small companies internationally to commercialize their innovations in North America.
• Create product demand and awareness in North America by 'taking a product to the street' and using and selling it.
• Exploit 'revenue generating' marketing to minimize the financial risk of exploring the North American market.
• Create distribution that is intelligent, efficient and focused on presenting the best products at the best possible price.

We are based in Waterloo, Ontario, Canada and serve Canada and the United States of America.

An Example of Our Process

CLEAT America imports, markets and supports the Astencook Super-043 Portable Asphalt Mini-Plant & Recycler in North America.

The Astencook Super-043 Portable Asphalt Mini-Plant & Recycler is patented by Tanaka Giken Co., Limited of Kyoto, Japan and introduced to North America in 1996.

The Astencook is a very successful implementation of a patented small-scale asphalt recycling process. Previous attempts by other companies to develop asphalt recycling resulted in equipment that at best was problematic, time-consuming to operate - in some instances downright dangerous - and didn't produce an acceptable asphalt. In short, the market perception of this type of equipment was legitimately negative.

The Astencook solved everything. It appeared, "too good to be true". It is fast, environmentally clean - in visible emissions, odour and sound -, reliable, easy to operate, portable, robust and easy to maintain. Best of all, the Astencook consistently produces evenly heated, homogenous hot-mix asphalt with little loss of Asphalt Content and restoration of the Air Void Percentage essential for compaction. It features hand or mechanical loading and unloading of the exact amount needed at temperatures well over 150° C in conditions as cold as -10°C.

The Manufacturer's Challenge was to find a dynamic marketing partner who could change the market perception and create a market for the ASTENCOOK without a limitless budget in complex and costly market research and marketing campaigns. The need was to find a North American partner willing to believe in the Astencook and to invest the time, effort, intellect and funds to make this all happen without having to gamble a fortune. Enter CLEAT America.

The Marketing Challenge was understand every facet of the niche and to create the proofs, credibility and knowledge necessary to overcome these perceptions and to find a marketing approach that would succeed.

Directed by sound marketing principals, we at CLEAT America 'rolled up our sleeves' and put the Astencook to work in every possible working situation right across North America. We listened to every frustration and complaint. We listened to every wish list from anyone willing to offer an opinion. (There are lots of opinions out there.) Then we stayed right on the street and put the Astencook against every challenge. We experienced every problem, challenge and success that our propective clients would. We experimented and explored and took the time to research the theory and apply it in practice so that our solutions were sound and credible. We solved the problems before the Astencook reached the client. We took Video and photographed, spoke with everyone from the industry experts to the guy on the street who would run it. We got their input - and took it to heart.

We proved 'by doing it' that the ASTENCOOK delivered on its promise, that it does make sense and it does money. We came to know absolutely everything about the Astencook - what it can do, how it does it and what it needs from the client - so that if they called on us for assistance, they can be confident that we've been in the field and know what we're talking about. Most importantly, we are absolutely candid with our prospects about the Astencook and what it can and cannot do.

For manufacturers looking to enter the North American market, we would like you to consider our services. We're a 'hands-on' organization willing to take on projects that are new and innovative. We take a positive 'how-can-we-make-this-happen' approach to every product. We're willing to take some risks, to search out markets and market niches. We are believers.

If we take your product on, be assured that your product won't sit on a shelf. For the small manufacturer, innovator or inventor we can take a 'boot-straps' approach to getting you into the market. Consider our marketing approach a 'rough draft' that gets you into the market, gets you the information you need to exploit the market and provide the market with all the information, proofs, pictures, videos, web sites and support that you could possibly require. It may be a bit rough around the edges but we get the job done.

You may wish to visit through our site to see the effort we have placed in the Astencook, an innovation that we have backed and promoted. For more information please click here to contact our head office to learn more about how we can help you.

Equipment Information

For contractors, municipalities and DOT operations looking to purchase an Astencook, you may select from the menu on the left. We also invite you to visit the Asphalt Dispatch site to see the Astencook in action.

For contractors interested in starting a business around the Astencook, you may wish to consider Asphalt Dispatch. Asphalt Dispatch was established to prove the commercial viability of a small-area asphalt repair service (pothole-patching service) centered on the Astencook. It's a very interesting success story showing how you can get into a manageable growing asphalt repair business with a modest amount of capital, equipment and effort. If you're a contractor - sealcoater, landscaper, property maintenance firm or an eager individual looking for self-employment, we can provide everything you need to start a successful business.

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Content copyright © 2004 1610325 Ontario Limited, Ontario, Canada.
May be referenced or used where authorship is acknowledged.
CLEAT America Logo and Name and
Asphalt Dispatch Logo and Asphalt Dispatch (2004) Inc. Name
are Trademarks of 1610325 Ontario Limited, Ontario, CANADA.
Astencook™ Super-043 is a Registered Trademark of TANAKAGIKEN Co., Ltd., Kyoto, JAPAN