About Us

Over steaming pancakes and coffee one morning at the International House of Pancakes,  two friends thought of a way to revolutionize the purchasing and servicing of commercial fire equipment by businesses both big and small:  an online, worldwide, comprehensive catalog of fire equipment with speedy delivery to the purchaser at the lowest possible prices with an eventual network of local affiliates to service and install the equipment.  In a word . . . revolutionary.  Thus was born, FireDot.com.

Soon the idea blossomed into 20 hour work days, little sleep,  countless hours before the computer and on the telephone.  In the end, we have developed what is the most comprehensive and important tool in the history of fire equipment delivery and service:  FireDot.com. While our families may barely recognize us, we are certain that you will recognize the value and significance of this website.  

FireDot.com was established to develop and operate a Business-to-Business E-Commerce site on the World Wide Web. Our goal is to become the one-stop shopping site for commercial, industrial and professional fire safety equipment and supplies to companies involved in production or other activities that must be done in controlled environments or whose employees are exposed to fire hazards. We believe that this market is attractive because:

The Business-to-Business market available to Internet sellers is thought to be much greater than the Business to Consumer Market. 

Businesses are generally further along, as a group, in accepting E-Commerce and Electronic Data Interchange than is the consumer market.

The targeted industry segment is large and being serviced in a very fragmented way by the current entrants.

A significant part of the selling effort now done in these segments is done through the distribution of catalogs and brochures. The Company believes that the Internet offers an ideal substitute for and improvement to traditional catalogs.

The identified market niches are currently served by a large number of small companies. These companies do not appear to have the motivation, expertise or resources to create a state-of-the-art E-Commerce Site or establish a flexible strategy to meet changing needs. 
The business model employed by FireDot.com is designed to take of a new business model offered by the Internet as a selling medium. FireDot.com believes that the Web significant opportunities in the areas of E-Commerce, including the ability to reach a potential market. The ability to reach a worldwide market means that even a small of penetration results in a high level of sales revenue. 

FireDot's strategic plan is to:

Become a significant factor in the marketplace by becoming the Internet seller for a wide array of available products, in effect being the Internet Independent Sales Representative for industries that it serves and will serve.

Utilize and modify technology in an effective, user friendly way.

Develop and employ a flexible selling policy designed to meet the changing needs of customers.

Use the real time nature of the Internet to provide timely and accurate customer service. 
The Company believes that industrial safety products that are well received or sold through traditional printed catalogs are uniquely suited for sale on the Internet. To be profitable, the Company also believes that fixed costs must be kept to a minimum. In other words, profitability for Internet ventures is directly related to operating leverage. The principal advantage of using the Internet as a selling vehicle is the ability to do so without incurring significant levels of fixed costs. Many Internet retailers do not achieve profitability because they operate their ventures much as they would traditional stores. The Company believes that Internet retailers should implement a strategy that minimizes fixed costs in order to achieve profitability. 

     Neil Rockind:  Co-Founder, President:

    Until that fateful morning at the International House of Pancakes, Neil was merely considered one of the finest trial attorneys/litigators in Detroit, Michigan.  A graduate of the University of Michigan and Wayne State University Law School, Neil spent 3 1/2 years in the Oakland County Prosecutor's Office.  During his final year, he achieved international recognition and fame for prosecuting Jack Kevorkian, the high-profile assisted-suicide advocate and defending his heritage when Kevorkian gave Neil the "Heil Hitler" sign.  After appearances on a number of television shows, etc., Neil left the prosecutor's office for greener pastures and a Southfield, Michigan law firm.  During the following three (3) years, Neil developed himself and as his reputation as one of the finest trial lawyers in Detroit, Michigan.  

    Over pancakes, Neil's life changed dramatically when he and Alan struck a deal to develop FireDot.com.  Neil has brought far more than a legal background to this venture:  he has been a driving force behind the project working 20 hour days in an effort to bring FireDot.com to the world.  With Neil's legal and contemporary perspective along with his intelligence, communication skills and energy, FireDot.com grew from a mere idea to a reality.  Neil, the chief operating officer, is responsible to the daily operation of the business.

    Neil is excited about the future at and with FireDot.com and with his partner, Alan.  The two enjoy a wonderful and admirable working relationship and undying friendship.

    Neil is married to Karen Ann-Bove Rockind and the two have a beautiful baby daughter, Aliya Paige.  When he has a moment (which is never) Neil enjoys golf, reading and exercise.  Most of all, he enjoys spending whatever time he has with his wife and daughter.

Alan Ross:  Co-Founder, Vice-President:

    An engineer by education, but a fireman at heart, Alan spent years in New York City developing his keen business sense before returning to suburban Detroit (Michigan) where entered into the fire equipment industry with Gallagher Fire Equipment.  In a few short years, Alan rejuvenated the company into Detroit's leading fire equipment provider.  However, Detroit was merely the first step in Alan's long-range plan.  Having recognized the value of the internet years ago, Alan toyed with idea of a fire equipment website that could and would cater to businesses, businesspeople and purchasing agents.  FireDot.com is the second-generation of that basic idea.

    To Alan, FireDot.com represents the future of fire equipment and the fire equipment industry.

    Alan is married to a lovely woman, Rebecca Ross and is a recognized art and food connoisseur.  In his spare time, Rebecca and he scour cities, both foreign and domestic, looking for pieces of artwork to add to their collection.  When not working or shopping for artwork, Alan enjoys creating electrical and moving things with his hands.

    Together Neil and Alan have developed the most remarkable development in fire safety and fire equipment in recent memory.  Additionally, the pair has labeled, distributed and is now selling to the public, the most extensive line of fire retardants for professional and personal use: Firebuster fire retardants.  Check out this line of fire retardants on this website or at www.firebuster.com .