Local Michigan focus Target builders and fabricators within Michigan, especially near Grand Rapids, with tailored steel reinforcing products and construction supplies to leverage their regional footprint and long-standing local presence.

Mid-market scale Position as a reliable supplier for small to mid-sized projects where Van Laan can compete on service, availability, and expedited delivery, bridging between larger distributors and small firms.

Rebar and mesh strength Highlight core product strengths in reinforcing steel, wire mesh, patching, and repair products to upsell bundles for ongoing projects, concrete pours, and maintenance programs.

Service and speed Emphasize high service levels, competitive pricing, and fast fulfillment as differentiators to win recurring contracts with local general contractors and specialty subcontractors.

Digital partnerships Leverage existing tech stack (WordPress and eCommerce integrations) to implement streamlined quoting, online ordering, and supplier portals to attract new customers and simplify procurement for repeat buyers.