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Clients who ask us to perform these types of projects are usually
interested in determining the marketing opportunities within a specific
marketplace. We provide data and market intelligence that determines
the strengths and weaknesses of existing building material suppliers in
the marketplace in order to best position our clients for success.
These projects are often conducted in situations where clients are
looking to increase market penetration at their existing location,
looking to re-design an existing location or considering the possibility
of adding a new location. We also assist clients in developing start-up
operations. Some of the key elements of these projects include the
following:
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- Site selection.
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- Site planning.
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- Facility design and specification.
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- Equipment requirements and procurement.
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- Personnel needs and job descriptions.
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- Inventory assortment.
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- Proforma P&L budgets.
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- Initial capitalization requirements.
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Phase one of a Marketing Research project usually involves extensive
market research to determine the market demographics that indicate the
potential for business opportunities. This includes census data,
employment and wages, the value of housing, housing units by building
permits, and the sale of building materials and hardware within the
market. We then provide a thorough analysis of the competition to
determine sales estimates, facilities, inventory levels, service
capabilities, pricing analysis and public image. This analysis allows
us to determine the strengths and weaknesses of all local competition
and to determine those vulnerabilities that would allow for the
potential penetration of the market. We conduct a thorough customer
analysis to determine how builders and contractors buy, what they buy,
what motivates them to buy, where they buy and what special needs could
represent unfulfilled opportunities.
Our consulting report enables our clients to compete more effectively
within the marketplace. It gives them a better understanding of what
portion of the business they are currently earning and how they might
gain additional market penetration. We help our clients determine what
particular niches they should focus on to earn an optimal return on
their investment.
In situations involving site planning, we begin phase two of the
project. This phase includes establishing projections for the building
and land requirements. If relocation is involved, we assist our clients
in searching for the ideal property to the extent that they need
assistance. This includes developing an analysis of the actual hard
costs involved to move in the most efficient manner.
Also included in this second phase of the project is a proforma or
budget for planning purposes. We assist in the development of initial
capitalization requirements and business plans since these are
particularly important to gain lines of credit and bank financing. We
also assist in determining equipment needs and other capital
requirements.
The third phase of the project often involves designing the lumberyard
once the property or land requirements have been established. This
includes the final facility design, specifications and specific
equipment requirements. The building and warehouses will be designed in
such a way as to facilitate efficient inventory receiving, handling and,
of course, selling.
Norville Spearman has extensive experience conducting these types of
projects. Fee structure is determined based on the scope of the
project. CAD time is invoiced at cost.
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