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2
CASE CARES
consumer industry
Case in the Media
Features & ColumnistsConsumer and Industry
Industry Influence
Industry Advisory Boards Real Estate Seminars
Specializing in•Design/Build•Kitchen / Bath•Remodeling•Handyman Services
•Weekly Video Insights•Remodeling Pulse•National Speakers•Associate Memberships
SOME THOUGHTS…
Our Approach to quality/energy efficiency
remodeling industry
Total Remodeling Expenditureson Owner‐Occupied Homes (in billions)
108121
136162 172
231
274
236
0
50
100
150
200
250
300
1995 1997 1999 2001 2003 2005 2007 2009 (p)
Source: Joint Center for Housing Studies – Harvard University; 2010
Spending by Homeowners (2009 estimates)
5.7%
15.3%
19.4%
13.4%11.7%
8.7%
15.4%
10.5%Disaster RepairsProperty ImprovementExt. ReplacementSystems UpgradesKitchen ProjectsBath ProjectsOther Additions/Alt.Interior Rep't
Source: Joint Center for Housing Studies – Harvard University; 2010
Industry Dominated by Small/Non‐payroll Firms
(652,000 Total Remodeling Contractors)
43%
12%
24%
21% Special Trade Remodelers‐ Self EmployedGeneral Remodelers withPayrollsGeneral Remodelers, SelfEmployedSpecial Trade Remodelers‐ w/Payroll
Source: Joint Center for Housing Studies – Harvard University; 2010
Key Business Structure Considerations
Practice vs. Business (owner’s role)Specialty vs. Full ServiceShowroom vs. In Home Sales In House Crews vs. SubcontractedSize/type of remodeling projectsLead generation methods (marketing vs. word of mouth)
Day in the Life of a Remodeler
Diverse DayAdminSalesProductionEtc.
Mobile – on road 50% of timeTime Starved – reactiveEase of Entry – competition, 3 of 5 out of business in 5 yearsCash Flow Dynamics
6,0003,000$75
$703,000
Sales
Design
Regulations and Codes
EstimatingProduction
11
2
12
14
18
12
02468
101214161820
Cardboard Scrap Metal Office Paper
90%78%
67% 64% 63% 60% 57% 57% 53%44% 39% 34% 30%
16% 15%7% 5%
Source: NAHB Survey of Remodelers, August 2009
SOME THOUGHTS…
Our Approach to quality/energy efficiency
remodeling industry
Homeowner
• Their Sanctuary
• Intangible• Invasive
Remodeling Industry
• Fragmented• Poorly Regulated
All
• Competing Priorities
• Complexity
Homeowner’sValue
Proposition
Short Term Return(s)
Tangible
Money or Heath or
???
Carrot vs. Stick
Simple/Easy
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