Professional Documents
Culture Documents
Table of Contents
Executive Summary ………………………………………………………… 3
1.0 Administrative Summary ………………………………………………. 4
1.1 Mission Statement
1.2 Strategic Goals
1.3 Personnel Plan
1.4 Business Structure
1.5 Startup Costs Summary
2.0 Products & Services Summary ……………………………………….. 7
2.1 Product Description
2.2 Product Solutions
2.3 Product Production Costs
2.4 Competitive Comparison
3.0 Market Analysis Summary ……………………………………………. 10
3.1 Market Segmentation
3.1.1 Demographics
3.1.2 Psychographics
3.1.3 Geographics
3.1.4 Behavioral
3.2 Market Trends
3.3 Market Growth
3.4 Market Needs
3.5 Competition & Buying Patterns
3.6 Main Competitors & Business Participants
4.0 Marketing Strategy & Implementation
……………………………..... 14
4.1 SWOT Analysis
4.1.1 Strengths
4.1.2 Weaknesses
4.1.3 Opportunities
4.1.4 Threats
4.2 Competitive Edge
4.3 FAB Analysis Summary
4.3.1 Features
4.3.2 Advantages
4.3.3 Benefits
4.4 Positioning Statement
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4.6 Marketing Channels & Strategy
4.7 Distribution Channels
4.8 Cost Analysis for Marketing/Advertising/Distribution
4.9 Visual Identity and Branding Strategy
4.9.1 Logo
4.9.2 Colors and Typeface
4.9.3 Slogan
4.9.4 Business Card Design
4.9.6 Website
4.9.7 Social Media Profiles
4.9.8 Video Marketing & Video Campaigns
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Executive Summary
EcoLux Tiny House is a tiny house design and drafting company. The company is
based out of Indianapolis, Indiana, and provides custom and readymade tiny house
blueprints and material lists for individuals planning to build a tiny house. Our approach
will focus on offering designs with an emphasis on small footprint living, minimalism, and
ecological luxury for today’s tiny home buyers, providing greater value for clients and
enhanced sustainability.
Market research indicates an emerging, specific need for the tiny house design services
that EcoLux Tiny House offers the market. The markets in the Midwest (Indiana, Illinois,
Kentucky, Michigan, Ohio) and throughout the US have a significantly growing interest in
tiny houses on trailers, and many people have a new interest in building, owning and
living in a smaller dwelling than where they currently reside, while remaining conscious
of the quality, appearance, and unique personal character of the building. This translates
into a growing trend of people building new tiny houses. The market strategy will be
based on demonstrating expertise and value, as well as providing welldesigned,
costeffective solutions, to reach this clearly defined target market.
The approach to promote EcoLux Tiny House will be through providing helpful
educational resources, establishing relationships with key people in the industry and
target communities, and then through referral activities once a client base has been
established. EcoLux Tiny House will focus on developing solid and loyal client
relationships offering quality design solutions based on the client’s vision, budget, use,
and goals for the building project. Our 1) customer service and unique client experience,
2) educational resources relevant to tiny houses, 3) design services, 4) value based
pricing and 5) our forward thinking, youthful, pragmatic viewpoint will differentiate
EcoLux Tiny House from the other options available in the region.
Our target client is segmented into two main categories, which includes but is not
exclusively limited to the following: “Baby Boomers” and “Millenials”. Our competitive
edge will be our modern, minimalist, even luxurious, and sleek designs. More
specifically, our tiny houses will not look like tool sheds or cabins, but they will be
designed to maximize space and comfort. They will have innovative and
technologicallysavvy features.
Sales in our first year are aimed at reaching $9,000 and increase to $20,000 by the
beginning of the third year of operation. The most significant challenges ahead include
developing marketing systems, building an online and offline presence, establishing an
initial client base, and positioning the company to have a strong presence in the larger
US market.
This business plan outlines the objective, focus, and implementation of the company.
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1.0 Administrative Summary
EcoLux Tiny House is a company that provides tiny house blueprints and material lists
for individuals planning to build a tiny house. Our responsibility as tiny house specialists
is to understand the goals and ambitions of tiny house owners and to utilize our skills
and resources to exceed the client's expectations for customer service, value,
functionality and beauty. The company has a high level of knowledge in architecture and
residential design, and is dedicated to increasing our knowledge and expertise in tiny
house buildings and lifestyle.
The website www.ecoluxtinyhouse.com will be used as the primary way to communicate
the products and services available and will provide informative, wellwritten articles
about tiny houses. The business will begin as an onlinebased business and is expected
to remain in this structure through the first two years of operation.
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1.3 Personnel Plan
The company will begin and will operate for the first year with two employees the two
partners Stephanie and Elizabeth.
Stephanie Israel will be the coowner and director of business development and
marketing of EcoLux Tiny House. Stephanie is pursuing a Bachelor of Business
Administration degree from Saint Mary’s College in Notre Dame. She is also studying
marketing and political science, and has extensive work experience in fastpaced
customer service roles in the food and retail industry. She has a passion for tiny house
living and is currently planning to build her own tiny house to live in after graduating from
college. With her new role at EcoLux Tiny House, Stephanie will oversee aspects of
business development, networking with industry professionals, establishing and
implementing the marketing goals, writing content, and bookkeeping.
Elizabeth Israel will be the coowner and lead designer of EcoLux Tiny House. Elizabeth
received a professional Bachelor of Architecture degree from the University of Notre
Dame and is pursuing AIA licensure. She is based in Europe, and over the past three
years, she has established her own practice and has worked independently with clients
on building projects across the UK, Australia, US, Canada, and over 30 other countries
around the world. Prior to this, she has worked for architecture firms in Miami, London,
and Riga. With her new role in EcoLux Tiny House, Elizabeth will operate all aspects of
the design process, client communications, business negotiations, and will assist
Stephanie with marketing and outreach efforts.
In our second year, we will consider adding a third employee, such as an assistant
designer or assistant clerical staff to help with virtual office tasks and customer service
needs.
The following table summarizes our personnel expenditures for the first three years of
operation.
Personnel Plan Year 1 Year 2 Year 3
Elizabeth Israel,
Owner $TBD $TBD $TBD
and
Lead Designer
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Design Assistants / None $TBD $TBD
Clerical Staff for
Customer Service
Total # of People 2 3 3
Filing Fee for Registration of LLP with State of $85.00
Indiana, Secretary of State Department
Filing Fee for Certificate of Assumed Business Name $11.00
Minimum Deposit Necessary for Establishing $100.00
Company Business Banking Account
Legal Attorney Consulting Fee $250.00
Website Domain Name Registration $9.88
Website Domain Hosting $11.99/month
Wordpress Premium Theme Design $49.00
Paypal Account to Receive Payments $0
Total StartUp Expenses $506.88
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2.0 Products & Services Summary
During year one of operation, EcoLux Tiny House will focus on developing and
designing a product line of tiny house blueprints and material lists, available for purchase
through the Internet. We will aim to establish a strong online presence and online
marketing and sales system. We will also connect with the realworld tiny house
community through the year, and we will help prospective tiny house clients learn about
tiny house construction and lifestyle.
In addition to our blueprints and design services, we also provide educational tools and
resources, both free and paid, that help people get clarity, make decisions and move
forward with their tiny house projects.
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credit card debt than the average American, with 65% of tiny house people have
zero credit card debt. All of these are indirect benefits of the decision to live in a
tiny house and pursue a more conscious lifestyle and careful financial
management. Freedom from debt can create a more peaceful mind and happier
lifestyle.
3. Mobility.
One advantage to living in a tiny home is that its structural foundation is
built on wheels. This is intentional to avoid housing codes that require houses
with a solid foundation to be a minimum size. Since a “tiny home” is considered a
temporary structure, building codes generally do not apply. There is no minimum
size requirement for a house built on wheels. This ability to move locations offers
owners a renewed sense of freedom and adventure. Some owners have taken
advantage of their mobility by traveling from state to state with their tiny house.
4. Reduced Carbon Footprint. Tiny homes use less lumber and other building
materials, they have smaller and fewer appliances, have less space to heat and
cool, and reduce overall electricity and fuel use. A smaller space forces you to be
selective with what you consume, and to eliminate waste or clutter from your life.
A mass transition to tiny homes could have a dramatic, positive environmental
impact.
5. Overall Freedom. The primary asset that a tiny home provides is freedom;
freedom to move locations, freedom from excessive clutter, and freedom from
debt. This freedom provides the owner with more resources, like time and
money, to pursue other activities and goals.
At EcoLux Tiny House, we understand that tiny homes may not be the right solution for
everyone, but for many people, tiny houses provide a smarter way of living. They offer
greater affordability and happiness. They help improve environmental impact, quality of
relationships, and overall quality of life.
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Optionally for an additional cost, we will offer the service of printing and shipping a
physical copy of the blueprints to the client. This will be done on an asrequested basis,
so the production cost (printing, shipping and handling) will not be incurred until a
product is sold.
In the future, our longerterm company goal is to build (at the least) one tiny house for
demonstration and showcase purposes. We would like to achieve this within the next
three years, and company profits from Year 1 and Year 2 will be allocated for
constructing our own company tiny house.
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3.0 Market Analysis Summary
EcoLux Tiny House will cater to a wide range of people. People who want to own their
own home without the mortgage, people who are environmentally aware, people who
want to downsize their material possessions, and people who want to live differently.
Such customers vary in age and income level. Our online presence will be able to reach
this market, wherever and whoever they may be. Our market research shows that what
these people sacrifice in square footage, they make up for in quality. They want quality
building materials, quality appliances, and quality designs. They want designs and
strategies to maximize their space. By providing clients with good, quality work, can we
expand our clientele through referrals. EcoLux Tiny House will focus on markets in
Indiana and the Midwest and, more broadly, the United States. Our target market is
broad enough and conducive to having a sustainable product.
3.1.1 Demographics
Our target demographics will be individuals or couples, male or female, aged
2460, with an annual income of 85k and higher. They are single, they are young
and married and without children, they are older, married couples who either
have no children or whose children have grown up and left the house.
3.1.2 Psychographics
Our target market will be those people who are “green.” They are ecoconscious,
they want their impact on the earth to be small, and they want to engage in
sustainable living. Our target market will be those people who are “offbeat.” They
are adventurous, trendy, active and outdoorsy. They are “doityourselfers.”
They are down to earth. They are smart, and educated. They are thrifty and
smart consumers. They are hermit types, peaceful, connected with nature, and
serene. They reject the standard system. They are not materialistic. Our target
market are those people who are “financially aware.” They may already have
student loan debt and are not looking to take on any more debt. They want to
own their own home, but do not want a mortgage. Our target market are the
innovators.
3.1.3 Geographics
Specifically, our target market will be prospective tiny house homeowners in
Indiana and the Midwest. However, as we are offering a digital product and
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onlinebased services, our target market also includes individuals anywhere
within the United States.
3.1.4 Behavioral
Our target market are the type of people to shop at Whole Foods grocery store or
local farmer’s markets. They are the type to support local “mom and pop” stores,
over big chain companies. They may ride their bikes to work and recycle
whatever waste they can. They are conscious, or are becoming more conscious,
about their own lifestyle and how it impacts them physically, mentally, emotionally
and spiritually. They like to live in the present, but have longterm goals. They like
to build and maintain meaningful relationships with other people and their
communities.
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cases, clients also simply DIY the design of their tiny house. However, when a client
decides to purchase a full set of blueprints or hire a designer for custom services, the
client makes the provider decision based on these four criteria:
1. Demonstrated quality and ability to provide professional service
2. Past work and testimonials from satisfied clients
3. Trustworthiness and expected “relationship” with the designer/company
4. Price and Value Delivered
Each of these factors influence the prospective client during the decisionmaking
process, and understanding these are key to the marketing and sales strategy.
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Although traditional homeownership is not a direct competition, it is a decision
that is likely relevant to anyone considering building a tiny house.
● Alternative SmallSpace and Mobile Dwellings: This includes RVs, yurts,
shipping container homes, mobile trailers, boats, and any other kind of
alternative, portable dwelling. Someone who may be considering a tiny home
may also come across these potential dwelling types and could end up going with
one of these other options rather than a tiny house.
● OnlineOnly Providers
of Blueprints:
There are a few small online companies,
or places where you can get custom design easily. This includes: Arcbazar
(crowd sourced designs), Houseplans.com, Natural Building Blog, PinUp
Houses, and Tiny House Design.
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4.0 Marketing Strategy & Implementation
4.1 SWOT Analysis
The following analysis captures the key strengths and weaknesses relating to the market
analysis summary and describes the opportunities and threats facing EcoLux Tiny House.
4.1.1 Strengths
A strength of our product, tiny house designs, is its ability to address a growing
need in an emerging market. There is currently no tiny house designing or
constructing company in Indiana, and only one tiny house company in the
Midwest. With more and more people becoming interested in tiny houses, a
business will need to rise to address the demand. Our product will have the
advantage of already being established in the market.
Another strength is its availability. Being based online, we are not limited to one
area or region. Our designs can be bought over the internet from anywhere in the
world.
A third strength is its scalability. Multiple buyers can buy the same design. This
will save time, as we can then focus on more and more models.
A fourth strength is our internal skills to make the product. We do not need to
outsource the product development to another person or company. Our
designers have the proven ability to establish excellent client service and
communication and to work under deadlines and within the resources available.
4.1.2 Weaknesses
A weakness of our product is that it is relatively unknown. Being a new,
developing company, we are not established in the market and are still working
on branding ourselves within the market. Our product is unknown because we
are unknown. Over time this will diminish as we become more wellknown.
Another weakness is our narrow product line. As a new company just starting
out, we will only have one or two designs.
4.1.3 Opportunities
One opportunity is our ability to produce multiple designs and blueprints. Not only
that, but over time, as we obtain customer feedback, we can tweak and improve
upon existing designs.
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Another opportunity is brand recognition. Over time, as we become more
wellknown, we will develop a stronger brand name and image. We will also
develop stronger relationships with our customers. This will help generate
customer referrals and even more potential for new clients.
Other opportunities include changes in legislation or housing codes. Current
uncertainty on where to place a tiny house can deter a potential client from
purchasing blueprints. If legislation and housing codes changes in favor of tiny
houses, it will make it easier for a potential client to decide to want to live in one.
Likewise, legislation and housing codes can pose as a threat if the decision is
made against tiny houses, such as making them illegal for example.
One more possible opportunity is obtaining financing or insurance. Finding
financing for a tiny house can be challenging as some banking institutions are not
sure what to classify “tiny houses.” Insuring a tiny house can be equally
challenging and near impossible to find. However, as the demand for tiny houses
grows, and if the acceptance of tiny houses grows, then bank institutions and
insurance companies may tweak their current rules and policies.
4.1.4 Threats
A threat to our product is other companies who are also selling tiny house
designs. Making sure our designs are unique, and unlike any other, will be key to
differentiating ourselves within the market.
As mentioned above, a threat could include current legislation and housing
codes. Uncertainty in where to place a tiny house can deter potential clients from
purchasing blueprints.
Another threat, as mentioned above, is current financing and insurance. A
potential client may not proceed with buying blueprints if they cannot find
financing or insurance for their tiny house.
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realistic perspective of what one of our tiny houses would look like in real life, and
provide peace of mind to the buyer.
4.6.1 Website
The website of EcoLux Tiny House will be used as a digital platform for the
purpose of 1) offering our product and services and 2) providing clientcentric
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informational content. It is a primary marketing tool as part of our overall online
strategy. More specifically, the purpose of the website is to:
● sell our blueprints and material lists directly to the client;
● help people discover who we are, what we do, our UVP/competitive edge,
and how to contact us;
● provide valuable, helpful information to educate our target market we are
trying to reach;
● generate leads and get people interested in what we offer;
● answer the 59 most common questions people have about tiny houses.
Here is a simplified outline of how we plan to utilize our website:
1. Bring visitors to our website. Use social media outreach, video marketing
through Youtube, search engine optimization for our articles, and possibly
advertising. We will also keep up local persontoperson networking.
2. Add content to our website that helps people learn about tiny houses. We
will divide that content into three broad categories: “beginning/just
looking,” “seriously interested/ready to start,” and “immediate/advanced
topics”.
3. Provide a call to action that invites our prospects to interact with us/the
website. The critical focus is engagement. We will do this through a email
newsletter, blog comments, videos, and social media profiles.
4. As prospects get more serious about pursuing their tiny house dream,
and have chosen us to be their trusted advisor, they will contact us for
custom services or readymade blueprints.
4.6.2 YouTube
We will have an EcoLux Tiny House Youtube channel through which we share
our knowledge and expertise about tiny house designing, building, living, and all
the decisions related to tiny houses. Our focus is to generate leads and position
our company as a goto source for educational, informative videos for
prospective tiny house homeowners.
1. Tactic 1: Create a video series called “Tiny House TV.”
a. We will feature short Q & A videos.
b. We will spread the word about new episodes through our other
social media channels.
c. We will leverage our website’s blog and write articles that connect
with the video topics, and provide more indepth information.
2. Tactic 2: Create tiny houserelated travel vlogs aka special edition video
blogs
a. For example, we will create videos featuring the Tiny House
Conference events and our experience there.
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b. We will also create “special edition” videos of interviews, other
tinyhouse events, demonstrations, etc.
4.6.3 Twitter.
Through our EcoLux Tiny House Twitter account, our marketing strategy will
focus on increasing awareness and image regarding our company and tiny house
services, as well as on establishing connections with targeted markets and
individuals. The key point is to provide value to others interested in tiny houses.
Some examples of how we will use Twitter:
● We share updates and news events;
● We will display dynamic realtime updates about our tiny
houserelated activity;
● We engage in twoway, interactive communication with other
people on twitter;
● We will share interesting articles and helpful content to our
followers;
● We will announce new videos, new blog posts, etc when they are
posted live.
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On a secondary basis, a source of distribution will be through direct inhouse sales
systems, where we work on an individual basis with clients through email, telephone or
in person contact.
Website (Low cost
already calculated
in startup cost
analysis)
Youtube Free
Twitter, Instagram, Google+ Free
Stationery, Print Media, Etc. $200
● Business cards
● Stationery, letter paper, envelopes, etc.
● Bumper sticker
● Embroidered polo shirt
Advertising through Facebook Ads, Google Ads, TBD
Indianabased newsletters, and other channels to be
considered. Approx. budget
initially ~$200.
Total Marketing/Analysis/Distribution Costs $400
4.9.1 Logo
The EcoLux Tiny House logo is the most central and recognizable element of
the business. Its consistent and thoughtful application is the cornerstone of a
strong identity. Only the words “EcoLux Tiny House” may appear within the logo
element.
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4.9.3 Slogan
“Live your Life” plus EcoLux Tiny House | Tiny House Design and Drafting
4.9.5 Bumper Sticker Design
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4.9.6 Website **
**Our distribution channels are in early‐stage development with a lot of
behind‐the‐scenes work going on to get them up and running.
Main website with blog:
www.ecoluxtinyhouse.com
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4.9.7 Social Media Profiles**
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