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home in a box

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Ben Stalker Charlie Shew 1000 Rim Drive Durango, Colorado 81301 12/06/13 Eric Jones VP Loan Officer 144 E. 8th street Durango, CO 81301 Dear Mr. Jones, We are writing you to talk to you about our business idea, Home in a Box. Our business would take intermodal shipping containers, and use them as a starting point for building homes, with the focus on being environmentally friendly, and cost effective. along with construction of homes, we are also going to offer a “one-to-one� program, where with each home we sell stateside, we will build a home for a family in need overseas. We have worked hard to put together a complete business plan to see the benefits, and drawbacks that a business like this would bring to the community of Durango, and we are pleased to say that we believe that this business would benefits outweigh the drawbacks significantly this town, and would benefit our area greatly. We hope you take the time to take a look at our research, and our business plan. You can get in touch with either one of us anytime, if you have any questions, we will be more than happy to answer them for you. We really hope you see the potential of this company in this community like we see, in our eyes this will be a thriving business, in a need for change in the housing market. Sincerely, Ben Stalker, and Charlie Shew Home in a Box.

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Contents Executive Summary 1 General Business Description 2 Market Research 6 Advertising Strategy 8 Conclusion 12 Appendices 13

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Home in a Box 1000 Rim Drive Durango, Colorado 81301 Phone: 970.Box. life

Executive Summary Management (see Appendix A for Resumes): Ben Stalker, Co-owner Has over ten years experience in the retail and service industry. Coming from a design family of an architect father, and the middle sibling of a trio of designers, he has been raised to understand good design and craftsmanship, having completed several housing projects to his name already. Charlie Shew, Co-owner With thorough background in the customer service industry via restaurants and landscaping, he has a keen interest in marketing and sales. As a stepchild of an Episcopal priest who lived in Kenya for ten years, and exposure to some extreme housing issues in povertous places, he has the mission to better the world’s housing situation, and, by obtaining business skills in an Entrepreneurship & Small Business Management Minor Degree, he looks forward to helping push the business towards a larger scale company. Mission: Our mission is to provide every person with sustainable, simple, earth-friendly housing by designing, building, and installing re-used shipping containers into personalized homes that support a sustainable lifestyle. With every home sold in the developed world, Home in a Box will build a home for someone in the developing world. Business Description: Our business is build sustainable, contemporary, fully customizable houses using shipping containers as the structural base, for the southwestern Colorado region first, then branching off into national distribution. It will provide homeowners with a cost-, space-, and and energy-efficient alternative to traditional housing. Our Customers: Our customers are the free spirited individuals that think differently, the trendsetters, the young and well educated people that are looking to make a change for the better, not just for themselves, but for the community, and world as a whole. Future of the Business: The future of our business is bright, with the changing of the American Dream, and a shift in focus toward a future that is more energy efficient, and more sustainable, people will be looking for ways that they can improve their lifestyle. People are already looking for alternative ways of living, and that trend will continue and grow into the future.

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General Business Description Introduction to Business Home-in-a-Box will take intermodal shipping containers, the ones you can see on trains traveling across the country, and use them as a structural base for building homes. We will use these containers as a starting point because for one they have much more structural integrity than is required by building codes around the country, and they are much cheaper than buying raw steel, and welding them in the same configuration. They come in several different sizes as well, so we can mix and match them to create the ideal sized home for our clients. Home-in-aBox will take these containers, strip them down to the frame, and create customizable cubes that we can use to build homes. We will offer options based on the size of home that the client wants, from studio to 3 bedroom homes. when we have established the size of the home that is desired, we will then offer several different styles of home, based on options such as siding, window size/color, roofing material, and trim color. When we figure out the exterior style we want, then we will move onto the interior spaces. We will offer interior styles ranging from ultra sleek and modern, to more rustic rough feel, we will accommodate the different needs and desires of the client by customizing each room individually, we will work with clients step by step to create a home that fits their present and future lifestyle. We plan on having a storefront as well as our building facility at the same location. Our facility will be made up of the same shipping containers that we will use to create our homes. Most people who look at shipping containers might not realize all the ways we can use them, so we want to show how versatile using these containers as building blocks can be, so our facility will be a very modern, mass of containers stacked in a random way to seem almost unorganized from the outside, but when you walk in, the space will flow nicely, and the unusual ouside proportions will make for very interesting interior spaces, giving our clients an idea of all thats possible with these containers. Our facility will be located near home improvement centers such as The Home Depot. We want to place our business near these other existing home centers, because we feel our clientele will be at these places already, they will be the do-it-yourself kind of people, potentially looking for alternative, new ways of living. Industry Analysis We have concretely related the information in a number of helpful sources to our business and our business’s motives. We believe these sources will help you understand our business plan and help us have a definitive understanding of our industry. We will synthesize our sources in a more accessible format than a bibliography, and include each source’s connection to our business as well as similarities – or different – with other sources. Using intermodal shipping containers we will cater to those in the housing market looking for sustainable alternative high quality housing, as well as helping countries in need of reliable housing. The sources collaborate to depict the housing industry’s current situation, a brief forecast of the industry and lastly a description of the issue of changes in Americans’ thinking and how that will affect potential success for our business. Current Situation: 2

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Impact of 2008’s Recession: The U.S. housing market is seeing significant changes since the economic downturn of 2008. A cover story in the September edition of Kiplinger’s Personal Finance called Cash in on the Housing Rebound backs this claim up. Whether buying or selling house, the author says that now is the time to act. The value of the housing market is back on the upward climb and the best thing to do, would be to watch your money grow. Perspective on the American Dream: According to several of our other sources, this claim is also supported by the idea that the “The American Dream” is changing, many people are willing to push away the typical white picket fence and a life in suburbia for a different style of life. These changes come with the understanding of what the American dream was before 2008, which was in many peoples minds, to have a large house, nice cars, and overall use too many resources in order to live the life they saw appropriate. These people that went after this dream were often the ones that were left suffering the worst when the market turned for the worse in 2008, and therefore have been forced to rethink the way they live, how they spend their money, and what they think is important now. In fact Money magazine’s review of the “50 Best places to Live in America” shows many similarities in the reasons for the towns’ successes. Included in those setbacks, as said by the author as “challenges due to [the town’s] own success, was the rise in housing prices. In the Time article, “Is the American Dream withering, or just changing?”, an in depth look is taken at the young people (25-35 year olds) looking to buy houses for the first time. What this means for our business: These individuals are showing less and less faith that their economic future will be better than their parents, and they are showing little faith in the social security program. These feelings are understandable seeing how opportunity has largely disappeared amid the poor job market, the wages that have stalled for the last 25 years, and the heavy debt that many students are carrying in this time. They will be drawn to these “best places” but have a different outlook on what kind and what price level of housing to pursue. In this opportune time, we hope to be on the forefront of the industry as a business that can mediate these things: the financial needs of house-buyers, the shift in American’s perspective towards owning a home, and ultimately the profit goals of our business. Industry Forecast: Where’s the industry headed? The forecast is changing as the American dream is changing for the public, We believe that this means that Americans will be looking for an alternative to the typical style house that they have grown used to. They will be looking for something that counteracts the situation that the housing market put this country into. Its a tricky and variable market, however. In fact, according to First Research Database’s industry overview of the residential housing construction industry, there is a competitive landscape with a bright outlook in the coming years. Globally, residential construction revenue has been flat and is not predicted to return to the industry's 2006 peak of $2.5 trillion in revenue until about 2015, according to IHS Global Insight.

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Key Industry Drivers: The key drivers of the residential housing construction industry are energy prices – as crude oil prices fluctuate and other form of energy, the housing industry will directly correlate with them – as well as construction and consumer spending. These could change rapidly and abruptly, making this industry a “high-risk, high-reward” industry to be involved with for realtors and construction companies. In fact, US home construction dropped 40 percent; from 1995 to 2005, it increased 75 percent; and from 2006 to 2011, it fell 65 percent (Grabouski, 2013). In local markets, changes in demand can be even more severe. With these variables that can drastically affect the industry, any construction company would ideally want to have this information in order to stay ahead of the curve and give consumers lasting options that act as a long-term, positive investments rather than a compulsory purchase. Our business model: By no coincidence, uses these driving factors as our staple selling points and will hopefully attract the majority of house buyers that follow this trend. In fact, the spending of 25-35 year olds over the last 5 years has changed, and younger people are starting to show different interests in the ways they spend their money. They focus more on how they spend their down time, meaning they are more focused on having options during vacations rather than being tied down to staying home and working on the house. These people want to have a home that is low maintenance, affordable, and can be adapted to their living situation. These potential clients also want the flexibility of being able to move, so our goal is to present these customers with the ideal home, one that can be fully customized, one that is affordable (Grabouski, 2013), one that can be added on to down the road to adapt to their ever changing living situation, and give them the flexibility to be able to move their home, without the negative aspects of living in a trailer home. Industry Issues: The housing industry must also work with the changes in the thinking of the American people, for years the housing industry has focused on providing a means for the people of this country a way to achieve what they thought of as the American dream, but since that dream has changed over the last 5 years, the practices of home builders, as well as what is being sold at home suppliers must match the demands of what people are going to need. These needs include the rapidly growing industry of green technology. The changes are being felt by realtors around the country, with the ramp-up of items such as weather stripping, water-saving shower heads, insulation being some of the major sellers in the recent figures. It shows the public's desire to have a more environmentally friendly home (Paterson, 2009). Another issue, in the global industry of housing, is that housing, or the lack thereof, remains one of the developing world’s leading oppressors of leading a healthy lifestyle. Researchers performed a study considering seven factors of sustainable housing in determining which method would best suit future construction in these places. According to the words of the researchers, the characteristics studied included minimizing resource consumption, maximizing resource reuse, using renewable or recyclable resources, protecting the natural environment, creating a healthy, 4

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non-toxic environment, pursuing quality in the built environment, and promoting socio-economic sustainability. These practices, while often utilized in our American society, are essential to improving the lives of those less fortunate, and ultimately improving our progress and health as an interconnected global society. We, as a business, will stand by these characteristics to ensure Americans that we are building reliable and sturdy homes as well as address the issue of the lack of sufficient housing. Strength of our Business Strengths: Our business is needed not only in this community, but throughout the country, and even across the world. Our strength is the freedom of customization that we offer, as well as the plow rice point we can offer. We will be able to create an alternative to the traditional home in which first time home buyers often invest. We will be able to fill a hole that is in that market for this demographic, that hole being customization. Challenges: In most starter homes, buyers are getting cookie cutter homes, with cheap amenities that tend to fall apart quickly. That being said, we have weaknesses. Our idea is new, and has not been tested. While it may be fairly developed hypothetically, this method of building and selling homes has not yet been implemented into the mainstream of home selling, and for a reason we are unsure of. We can hope that people will flock to this idea of fully customizable homes, but we don't know for sure if first time homebuyers, or any other demographic for that matter, will trust this concept and be willing to invest in this mode of alternative housing. Opportunities: If everything goes according to plan, our opportunities are huge, and we believe that if the idea that we are pitching can work in the southwest there is no reason that it can't work everywhere around the country, and the world. With our one for one program, we see immense potential as well, if we can build a home in a developing country to house a family in need, with every new home we build, we can put a huge dent in the fight to end homelessness. Mission Statement Our mission is to provide every person with sustainable, simple, earth-friendly housing by designing, building, and installing re-used shipping containers into personalized homes that support a sustainable lifestyle. With every home sold in the developed world, Home-in-a-Box will build a home for someone in the developing world. Conclusion: For our business, we want to capitalize on the changing ideas of The American Dream, we want to be ready for the influx of homebuyers that are looking for a fresh idea of what a dream house looks like, what amenities will be included. We welcome potential homeowners that want to invest in a home that has environmental benefits, but also all of the modern comforts they are used to as well. We hope that you will support us in our goal of building the new generation of Americans “Dream home�. This new direction in home will be financially, environmentally beneficial, and we hope the impact that these homes make in the community will encourage more changes that will impact the housing industry in a positive light. 5

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Market Research We write this next section to show how our research on Durango’s local economy and type of audience will optimize our business’ profits and production. Our business is comprised of designing and building custom homes, using the base structure of used shipping containers, with the added benefit of having a “one for one” program that builds a home for a family in need. We have drafted a number of different modes of research to help paint a picture of how, where and with who our business will best fit in. Local Economy: In Durango, Colorado we are lucky to have a thriving economy, mostly based around the tourist industry. The affordability of homes will be less in the years to come, Home prices have increased at a race that has outpaced the income growth of potential homebuyers. Another issue is that mortgage interest rates will be increasing as well, interest rates for a 30 year fixed rate mortgages increased to 4.49 percent in september, up from 4.46 percent in August of 2013. Rates are at the highest level since July of 2011. (realtormag.realtor.org) These rising interest rates, as well as the income of people in the market for buying homes will make it more difficult for them to get into the home they are hoping for. The Government shutdown that we went through in October of 2013 will also have a negative affect. Although not a long term problem, the shutdown delays tax transcripts needed for loans.(realtormag.realtor.org). According to data we collected, from the data we collected, the largest demographics of people in Durango, are from 20-35 years old, and also the senior citizen range also spikes. The younger demographic will be looking for smaller, affordable homes to live in, while the older market will also be looking for something smaller, and easier to maintain. Target customer: Our target customers will be individuals exiting college, looking for their first home to buy that is clean and modern, adjustable to their lifestyle. These people are also interested in the greater good, they are looking for ways to help the less fortunate, and are not only “ok” with living the alternative lifestyle, but embrace it and are proud to live differently and more simply. The median income of first time homebuyers nationwide was $64,000 dollars(realtormag. realtor.org), The median income of first time homebuyers in Durango is $78, 906.(http://suburbanstats.org), this figure has to be re worked though because Durangos cost of living is much higher than the national average. So even though it might look as though people in durango is better off than most of the country in terms of being able to buy a home, in reality people are struggling to get into a home that is affordable and well built. We will focus on providing homes to the people that are looking for a way out of renting homes and essentially throwing their money away, we will be looking for the people who want to make a good investment for the future, with a well constructed home. We conducted a survey to learn more about our target audience. We asked questions that would help us derive within what demographics our audience fits. Our survey concluded with interesting results. We found that seven of ten professors were living in their second or greater owned home. Eighty-five percent of these seven grew up and live in a home greater than 1500 square feet. This tells us that our target audience doesn’t match up very well to the older generation in Durango because they live in bigger homes. We are glad to know this, as it falls in line with our target audience of younger singles or couples who will more probably live in 6

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smaller, more energy efficient homes. Of the three younger professors, they all were willing to spend well within the price range of what our homes will sell for, and not much more. Everyone’s point of view on the housing market has changed since 2008, but the younger professors hold less importance of the American Dream now than the older professors. This survey showed our predicted target audience as accurate. We now expect, with reason and statistics, that young people in the town of Durango will be our primary clients. This will help us properly shape our marketing and advertising to appeal to them. Niche: We are striving to bring something else to the table that is needed in our business, something that our competitors have not done yet. we have seen other companies offer a similar product to their customers, but we believe that our use of offering customizable design while being affordable to a first time homebuyer, start to finish personalized expertise, as well as offering the buyer the opportunity to help a family in need, will entice more potential customers in our direction. Currently homes are designed to fit all of the modern amenities inside, with plenty of extra space to lounge around. We want to completely rethink the way that homes are designed, we want to design a home based around what you need, not what you want. A home should be a place where you can come home and relax, not be more stressed than when you came in. We want to change the current thinking of people in the market of buying a home. We will work with not just first time home buyers/customers ready to change their living situation to a simpler, more cost effective and green solution. Our customers will be energy conscious, and aware of problems such as homelessness and are wanting to their part to help. These customers might already have a home, or be first time homebuyers that currently are not finding what they are wanting in the housing market, they are looking for a home that will meet their needs of being cost effective, long lasting, environmentally friendly, within a company that puts energy toward those who are less fortunate. Our customers can expect a professional experience when they choose to work with us, they will receive guidance every step in the process of designing the home, finding the site to construct, shipping the home, as well as showing how their purchase has helped a family in need. We will work from start to finish to ensure that the customers needs are fully met.

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Advertising Strategy

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This section describes our plans on advertising our business. We have researched the best, most efficient and cheapest ways to reach our audience. Ideally, if we successfully advertise our business and give off the right impressions, we could be well on our way to a successful and expansive home builder/seller. Below is see our chosen methods of advertising and the justification behind those decisions. We will utilize social media primarily, as well as television and radio advertisements. Target Audience Our target audience is a young, progressive one. We have altered our different mediums of advertising and our messages to address couples or single people, between the ages of 25 and 30. We have observed that this audience utilizes social media extensively, as well watches television. They also occasionally listen to radio on the way to and from work. These observed characteristics determined our methods of most effective advertising. We have also taken into account the peak times and places our target audience can be accessed by our advertisements. These people are often in their first jobs, working from 9 a.m. to 5 p.m., and tend to check relax after work. On their way to work, commuters often enjoy listening to National Public Radio or the local pop radio stations. During their time of relaxation, this demographic enjoys watching sports channels, prime time television, and surfing social media like Twitter, Instagram and Facebook. With these mediums of media, our advertisements can reach an amazing amount of individuals, that we can pinpoint with extreme accuracy. Paid Advertising We will run one television ad around noon each weekday, for those who stay at home, or watch television on their lunch breaks. This ad will look have many animated designs of how a community of our homes will look. While the narrator gives the description of our business we will take our viewers through a virtual tour of a hypothetical community full of our designed, constructed, and shipped homes. This will give the viewer a visual of how our business is not selling trailer park homes, but modern, sophisticated and attractive homes. We will run one television ad on weeknights each hour from 5 p.m. until 11 p.m. We will also run one thirty-second radio spot on weekday mornings every 30 minutes from 6 a.m. to 9 a.m. We will hire two staple actors to represent “the voices” of our business. There will be a of distinctive young couple gossiping casually about each other — the listener hears a sense of competition between the couples. Questions are raised like who has the best housing, the nicest car, the happiest relationship — and comically, another voiceover comes in with an announcement saying: “There’s a new house on the block! Home in a Box, the new style of modern and sustainable living is here in Durango! Stop by the Home in a Box innovative store front for a free consultation. Select your style of housing, and further design specs, and the rest is on us! Your new home will be shipped to your desired location and BOOM! All that couple competition can leave your head!” This will impact our audience because it is a common and relatable aspect of relationships,that will encourage our audience to listen to our advertisement and potentially come by our business.

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for every home purchased , a home is built for a family in need Fully customizable Sustainablie design

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There’s a new house on the block

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Free Advertising Theses methods, as effective as they may prove to be, do however come with a price. We will also implement cheaper advertising through social media sites like Twitter and Facebook and Instagram. Our pages on each respective site will be simple, attractive and interactive for the targeted audience. These advertisements will utilize our logo, tagline, a small amount of body text and effective negative space. This will be our main target because it is cheaper and easier to reach potential clients through social media than any other medium of media. While we don’t want to be intrusive in our approach, we do need to let the clientele know that we are a legitimate business and can help put them into their next home. These forms of advertising will be helpful to us when we first start our venture, but we believe the best form of advertising that will benefit us will be word of mouth. In a small town such as Durango, the best way to get the word out about a new store is by telling people, and if they like what they hear and see, they will tell others. With this approach, we ensure that we are delivering a positive impression to every person that walks in our door. We will need to make sure that every step of the customer service process is efficient, enticing and flawless. By going above and beyond in each of these advertising mediums to ensure a solid image, customers will have nothing negative to say about our business. Our Image We want to convey the image of clean, sleek home building design to our customers. We want our clients to associate our brand, with simplicity and ease of use. Buying a home is often times a difficult process, and building a home can be even more complex, but we want the people that come into our design center to feel that they are in good hands, that the process will not be stressful, and actually the process can be fun. We want our customers to look at our logo, and feel that they are in good hands, that the people they are dealing with are professional and stand behind their product. Business Graphics Our logo has simple lines, portraying a “diffracted” or “distorted” house, and three basic colors — light green, dark green and gray. These intentional aspects included in our logo help portray a clean cut, fresh image. We stayed away from an illustrated cartoony logo that tends to try to sway a customer from another brand. In our case, we are not interested in swaying people from another brand. A home is a huge purchase — people are going to shop around — we are interested in showing people that we build simple and efficient homes that they can depend on. for a much lower cost. The point when our audience comes to realize that they can get a top quality home for so much less than the competition, we will win over our clients. We wanted to keep the design of our logo simple, just like the design of our home — sleek and modern — simplicity is the key. The colors we chose are to put the clients minds at ease, the use of green can signify our approach to the “green” living movement, but our logo is rigid and solid enough to show that our business will be around for our customers for the years to come.

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Conclusion Home in a Box is dedicated to the building, of sustainable, earth friendly homes, for people who are interested in making a difference in the world while they lessen their impact on it. We are a company that strives to achieve the highest quality craftsmanship, while using the highest quality materials, to build a home that not only looks great, but will also last through the years. While we are focused on building the highest quality homes, we also see the housing needs and difficulties being faced in countries less fortunate than our own, it is our vision to help put every family that needs a home in a struggling country, into one of ours, that is why with every home that we build stateside, we will build a home for a family in need elsewhere in the world with our “one-to-one� program. Our goal is to be at the forefront of a new wave of change that is happening in America, where the ideas of consumerism are becoming less prominent, where new ways of thinking about housing is embraced, we want to be the leaders paving the way to the new American Dream.

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Appendices Appendix A

Charlie Shew Academic • • • • •

Decatur High School (DHS) GPA 4.095200; AP courses- 9; DHS ranked Top High School in state (#8)

Key Club (Service, student led): President 12th, V.P. 11th, Inducted member 10th National Honor Society: President 12th, Member 11th, Inducted by faculty 10th Student Government Association: Senator 12th-11th, 9th; Renfroe Middle School Class Rep 8th-6th Scribbler: Carpe Diem Magazine: Staff Editor 12th; Writer 11th Gifted Student Program (City Schools of Decatur) 12th-2nd grades

Experience 21st Century Leaders: Selected Youth Advisory Board member & Ambassador; Community Service Committee representative 2012-2013 Revolution Donuts: Baker- ran early shift, on-call assistant Summer 2012- current Zest Atlanta: Catering server – waiter at business and social events Summer 2012- current Oakhurst Market: Grocery clerk – ran cash register, stocked shelves Summer 2012 Crossings Counseling Center: Janitor- managed building cleaning 2009-2012 Burnt Fork BBQ: Dishwasher- restaurant shift cleaner, prepared meats Summer 2011 Youth Baseball Camp: Created, implemented & managed youth camp Summer 2011 Douglas Fir Plants: Assist, commercial plant installations 2007- current Sports Basketball DHS: Varsity 12th-11th, Team 4th in Region & State Playoff qualifier 11th; J.V. 10th-9th Baseball DHS: Varsity Starting outfielder 12th-10th; J.V. 9th; Honors Decatur Rotary Scholar Freshman year at Fort Lewis College (FLC) Academic Honor Roll 12th-10th Community Service Recognition Program DHS 12th-9th Scribbler: Scholastic Press Association award winner Superior Sports Feature Story11th; 13

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Carpe Diem state top award winner (DHS- General Excellence winner) National Young Leaders: Conference selection invitation 11th National Society of High School Scholars: Nominated member 11th, 10th Community EarthCare- Leadership Challenge for the 21st Century: Selected participant Summer 2012 Community Volunteer: Episcopal Charities, MLK Workdays, Hunger, AIDS Walks 12th-6th Youth Group: Participant, activities, community service projects, service trips 10th- 6th

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www.BsTalkerdesign.com Ben@BsTalkerdesign.com 307.200.1748

Ben

Stalker

Education Fort Lewis College 2006-Present. Graphic Design Sheridan High School. Graduate 2006

Skills Adobe CS6: Illustrator InDesign Photoshop iWeb Microsoft: Word Powerpoint Exel Google Sketch up

Work

Experience

The Service Cycle LLC. 2010-Present Owner/Operator Bicycle Service and Sales. Clif Pro Cycling 2010-2011 Professional bicycle Racing team. Head Mechanic Bahati Pro Cycling 2010 Professional bicycle Racing team. Head Mechanic

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Appendix B Survey Instrument We gave this survey to ten professors on Fort Lewis campus to get a picture of their perspective on home buying and if they would be interested in our product. Hello there! Home-in-a-Box is a home design and construction company offering Durango residents an alternative means of housing. We are looking for your input on the housing industry so we can better our product - sustainable, stackable, movable homes. Doing so will allow you one free consultation in our new warehouse where you can design your next home! The survey is 17 questions and should take no more than 5 minutes of your time. Thanks! 1. Do you own the home you live in? Yes__ No__ 2. Are you planning on buying a home in the next 10 years? Yes__ No__ I don’t know__ 3. What age group do you fit in? 18-24__ 25-34__ 35-44__ 45-54__ 55-64__ 65-older__ 4. What type of home are you living in currently? Apartment__ Single Family__ Duplex__ Mobile home__ Other__ If other, what would you call it?____________ 5. Do you own a car? Yes__ No__ 6. When you hear the term “American Dream,” what types of reactions first come to mind? Happy/Proud__ Sad/Ashamed__ 16

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Misunderstanding__ Fake__ Impossible__ Depressed__ 7. On a scale from 1-10, 1 being least important, and 10 being most important, how important is the American Dream to you? 1

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8. Would you be more likely to buy a product if you knew that it would help someone in need? Yes__ No__ I don't know__ 9. On a scale from 1 to 5, 1 being least likely, 5 being most likely, how likely are you to purchase a home that is Leed Certified (environmentally friendly building method )? 1__ 2__ 3__ 4__ 5__ 10. What size house did you grow up in? 0-999 Square feet(small apartment)__ 1000-1499 Square Feet(Mid-size apartment or small house)__ 1500-1999 Square Feet(Large apartment or mid-size house)__ 2000-2499 Square Feet(large house)__ 2500-2999 Square Feet(very large house)__ 3000- and up(mansion)__ 11. What size house do currently live in? 0-999 Square Feet 1000-1499 Square Feet 1500-1999 Square Feet 2000-2499 Square Feet 2500-2999 Square Feet 3000- and up 12. What size house do you dream of living in? 0-999 Square Feet__ 1000-1499 Square Feet__ 1500-1999 Square Feet__ 2000-2499 Square Feet__ 2500-2999 Square Feet__ 17

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3000- and up__ 13. How much are you willing to spend on a home? $0-$49,000 $50,000-$99,000 $100,000-$199,000 $200,000-$499,000 $500,000- and up 14. Have your feelings on the housing market changed since the housing crash of 2008? Yes__ No__ 15. Have your feelings on bank loans changed since the housing crash of 2008? Yes__ No__ 16. On a scale of 1 to 10, one being completely oblivious and living under a rock, ten being an expert. how familiar are you with green technology? 1

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17. When will you be planning on purchasing a home? currently in the market 1-3 years__ 3-5 years__ 6-15 years__ 16-30 years__ never__

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Appendix C Logo

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for every home purchased , a home is built for a family in need Fully customizable Sustainablie design

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Appendix D Advertising Document

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Appendix E References Included in this section is an annotated bibliography that helped us propose with merit the business idea of building sustainable housing using intermodal shipping containers. Esswein, P., & Gerstner, L. (2013). Cash In on the Housing Rebound. (cover story). Kiplinger's Personal Finance, 67(9), 46-52. http://0-web.ebscohost.com.opac.fortlewis.edu/ ehost/pdfviewer/pdfviewer?sid=da7285e2-80ae-45ef-b724-5f13e222154b%40sessionmgr115&vid=13&hid=125 Summary: According to this article, whether buying or selling a house, now is the time to act. In the six-year rise of the market since 2008, it hasn’t proven to seize it direction. Since the values will only increase, the ideal thing to do would be to sit back and watch your money grow. The author advises what to do from each vantage point in the market. Pertaining to the sellers, he said to price the house right, make it stand out, and weigh the offers. Assessment: This article appeared as a cover story in a September, 2013 Kiplinger’s Personal Finance magazine, an established and accessible medium of financial information. It aims to to evoke people’s actions to buy or sell a house in order to optimize any potential earning they might get and ultimately stimulating the American Economy. It also implies, however, that the future of housing also holds a promising economic outlook. Application: Ideally, our goal as a business is to find our place in the market at the right time in the right place.We feel fortunate that our business is formulating at such a “high-stimulus” time and in such a progressive housing market such as durango. First Research Database. (09/15/13). Residential Construction Contractors. In First Research Database. Retrieved from http://0-mergent.firstresearch-learn.com.opac.fortlewis.edu/industry. aspx?pid=19&chapter=0 Summary: The industry of residential housing construction has a competitive landscape with a bright outlook in the coming years. Globally, residential construction revenue has been flat and is not predicted to return to the industry's 2006 peak of $2.5 trillion in revenue until about 2015, according to IHS Global Insight. The key drivers of the residential housing construction industry are energy prices – as crude oil prices fluctuate, the housing industry will directly correlate with them – as well as construction and consumer spending. These could change rapidly and abruptly, making this industry a “high-risk, high-reward” industry to be involved with for realtors and construction companies. In fact, US home construction dropped 40 percent; from 1995 to 2005, it increased 75 percent; and from 2006 to 2011, it fell 65 percent. In local markets, changes in demand can be even more severe. Assessment: This profile is an accurate, current depiction of this industry’s recent history, current status, and forecast. Updated every quarter, First Data Research has built credibility as being a pertinent information provider for most industries. This profile exposes the essential information about who, what and why things are changing and going on. 21

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Application: Our business will benefit from the knowledge of what First Research Database had to say about Local Market Construction forecasting: “The profitability of a residential construction company is closely tied to future demand for new housing in a particular market. The time from land acquisition to home sale can be 12 to 24 months. With the profit margin on construction relatively low, changing market conditions can quickly erode profits. Up markets can cause material and labor shortages, while down markets can require lowering prices to move completed units.� We will keep this in mind when considering our expanse as a business and be sure to exemplify our uniqueness in the industry as being one of few that is sustainable, comfortable, modern and globally charitable. Grabowski, G. (2013, May 9th). Millenial’s Leisure Trends, Mintel. http://0-academic.mintel. com.opac.fortlewis.edu Summary: The article Millennial Leisure Trends, deals with the ways that people in the 25-35 year old range are spending their money. Assessment: The information is very current, it is from May 9th of 2013. The information used is from reputable sources.The article was written by Gretchen Grabowski, a travel and leisure analyst, who has worked with several different analytical companies, and has a Master of Arts degree in political science from Illinois Wesleyan University, and the university of Illinois at Urbana-Champaign. The source seems very accurate, it is very different from the other sources we found, but there were some similarities with certain numbers that the different sources had to make us believe that this was an accurate and reliable source.The Article was put together to show how young people are spending their money. Application: We will use this source to further our research into how the atmosphere of spending has changed and if people are spending things such as housing, and more specifically alternative housing. IANA. The Intermodal Association of North America. (n.d.). IANA. The Intermodal Association of North America. Retrieved October 4, 2013, from http://www.intermodal.org/index.php Summary: The Intermodal Association of North America is an organization that promotes, administers and records the status of the intermodal freight industry seeks to educate the legislature and other industries it touches on the benefits of the use of these containers. Assessment: As the industry's leading organization of its kind, it has a name for itself and stays up-to-date and in the loop on the happening of the industry. It compares to few other sources in that its links to current legislature being processed at both the state and the federal level are accessible through their Industry issues page.

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Application: Although primarily intended for the use of shipping incentives, we feel that the appeal of an established business using their products as a “reused” and sustainable means of a living environment will be a selling point for this industry. The information on this website allows us to understand the current status and issues of a real-world establishment that could potentially collaborate with our business one day. Kadlec, D. (2013, September 26). Is the American Dream Withering or just Changing? TIME. http://business.time.com/2013/09/26/is-the-american-dream-withering-or-just-changing/ Summary: The article follows the path of current Americans and how their views have changed of the American dream. Assessment: The information in this article is very recent, from September 2013. Mr. Kadlec is journalist who has written about personal finance for 25 years. Although the journalist might have some biases represented in the article, the information given is similar to other sources we looked at though. The purpose of the article is to inform on how the American Dream is Changing and the ways people are thinking about what's important to them. Application: We will use this source to show the changing economy and how it has affected the values of people potentially building homes, or renovating homes. McAllister, E. (2013, October 1). Insight: Americans eye cheap home refueling from natural gas cars. Reuters. http://www.reuters.com/article/2013/10/04/us-naturalgas-home-refueling-insight-idUSBRE9930D120131004 Summary: The article goes over how Americans are more willing to buy gasoline efficient cars and alternative housing in light of the more expensive cost of foreign oil. Assessment:The article was written by Edward McAllister October 1, 2013, so it is very recent, and very relevant. Application: We will use this source to further strengthen our claim that people are looking for affordable housing, and are willing to look for alternative ways of living if that means that they can loosen the grip that oil companies have on them.

O’Donnel, F. (2013, April). American Lifestyles 2013: Five Years Later. Retrived from Business Source Complete, Mintel. Retrieved from http://0-academic.mintel.com.opac.fortlewis.edu

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Summary: The article “American Lifestyles 2013: Five years later” goes into depth on how Americans have changed since the recession of 2008. The article shows spending habits that Americans have now, and what they had in 2008, and reasons why people spend on certain things. Assessment: The source is from this year, so it can't really be much better as far as being up to date, it was published in April of 2013. Fiona O’Donnel is the author of the article; she is a Senior Lifestyles and Leisure Analyst. The information presented is reliable; the other sources in our research also had some of the same information in it, showing the similarities between the other sources show its accuracy.The document shows, in detail, how Americans spent money in 2008, and how those ways of spending changed by 2013. The Author has very little to no bias on the subject, she uses graphs and statistics from several different reputable sources to show the information she is talking about. Application This article fits perfectly into our research, we were looking to see how the lives of people have changed over the last 5 years in order to see the effect that those changes have made on home ownership, home construction, as well as the style of new and upcoming homes as well. We will use this source to show the ways that people have changed in the last 5 years to strengthen our point on how those changes will be good for our business. Patterson, B. (2009, February). DIY in a Down Economy. Retrieved from Mintel. http://0-academic.mintel.com.opac.fortlewis.edu/display/393553/?highlight=true#\ Summary: In the article, “DIY in a Down Economy”, the writers explain how during a recession, like the one the United States was faced with in 2008, the home improvement retailers were forced to re-think the ways they sold products to the public, focusing on more value for the customer as well as a better quality product. The article goes into depth on how each retail chain around the country went about doing this. Assessment: The information is from February 2009, which isn’t all that recent. It is, however, after the economic downturn, so it is relevant for our purposes, and recent enough to still be useful. The analyst that produced this report is Senior Market Analyst, Mr. Bill Paterson. Patterson is a contributor to the media in th industry of market developments. Patterson has worked with USA Today, MSN, CBs, New York Times as well as other major news sources to talk about the impact of the recession.The information is reliable, although this is the only source that talks about DIY home improvement, the information given matches up with our other sources in many ways. The purpose of this article is to inform readers of the effects of the recent recession. There are no biases that I can see, it was very thorough and didn’t seem to favor one business over another at any point. Application: This article and the information presented will fit into our research needs by giving us informa24

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tion of how the minds of people changed because of the recession, how people changed their lives and possibly the way they think about things such as quality of craftsmanship, environmentally sustainable material, cost of materials, etc. This source really just made our thoughts on the topic more solid, we had an idea of how people had changed since the recession, and this reiterated it. Poppick, S., Crews, V., Mangla, I., Max, S., Richardson, V., Rosato, D., & ... Van Noordennen, P. (2013). 50 Best Places to Live in America. Money, 42(8), 56. Summary: The top ranked places to live in America all have similar histories, demographics, average incomes and job security levels. The criteria used in this study, which is done annually, shows the progressiveness of the housing and school systems in each town, but references potential challenges the town might face due to its own success. These potential challenges included the rise of housing prices, particularly since 2008. Assessment: This article, found in Money Magazine, a credible and established publication read and followed by many Americans, was published in September of 2013. This annual review shows readers the trends of what makes the best American towns. It speaks to the concern of cost of living and the economy, a prominent issue in our society. Application: We plan to target these types of towns that have primarily open-minded, progressive people with our business plan – that of which will offer an extremely lower cost of living and a global connection that will push these town and the far-off villages they’re assisting to be even better. Ross, N., Bowen, P., & Lincoln, D. (2010). Sustainable housing for low-income communities: lessons for South Africa in local and other developing world cases. Construction Management & Economics, 28(5), 433-449. doi:10.1080/01446190903450079. Retrieved from http://0-web. ebscohost.com.opac.fortlewis.edu/ehost/pdfviewer/pdfviewer?sid=da7285e2-80ae-45ef-b7245f13e222154b%40sessionmgr115&vid=18&hid=120 Summary: Housing, or the lack thereof, remains one of the developing world’s leading oppressors of leading a healthy lifestyle. Researchers performed a study considering seven factors of sustainable housing in determining which method would best suit future construction in these places. According to the words of the researchers, the characteristics studied included minimizing resource consumption, maximizing resource reuse, using renewable or recyclable resources, protecting the natural environment, creating a healthy, non-toxic environment, pursuing quality in the built environment, and promoting socio-economic sustainability. Assessment:This study done by professors from University of Cape Town, South Africa is a credible and thorough depiction of what the current state and issues are in terms of housing in many povertous communities. Although the study was performed in May of 2010, the credibility still stand due to their focus on future years of construction in the developing world. Application:This source is extremely useful because it looks at real-world examples of com25

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munities in need with which we could potentially coordinate helping. We will use this study on these villages and towns as a sort of “prototype� with which we can incorporate our business plan. We will then be able to effectively use the found information to more efficiently and positively ompact our profits as well bitch the home buyers in both America and the developing world.

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