Year 1 - 3

Target Market

In the first year, we would target middle-class/above middle-class clients for our main design and manufacturing projects. The reason for this is mainly due to the cost of bespoke pieces we will 3D print. Our clients need to be able to afford what we offer and to make as much profit/gain in the first year, in preparation for the second year.

 

As we move into the second and third year, we expect our clientele to stay the same, but also change to big property/council owners. This is because we need people who can and have done large scale projects as we are looking to do extensive refurbishments of old grids. Throughout the three years, our side products/manufacturing open to people who want to 3D print and manufactures we supply. The clientele is open to anyone with an interest in using our machines and design services. We help clients build on top of pre-existing derelict structures, with the use of recycled material collected from the site, making it environmentally sustainable as well as cost-effective.

 

How will we promote the firm?

First-year – ADAPT studio set the standards for architectural elements and modular adaptations of pre-existing structures such as staircases. We work with you from design to installation to create the perfect solution for you providing quality bespoke solutions for any room in your home, forming a space that is truly yours.

We can adapt any designs to any of your rooms, and our designers will work with you to provide individual solutions that are uniquely yours because everything will be made exclusively to fit your home. We will precisely check your room dimensions to ensure it meets giving you total peace of mind.

Once you are happy with the design, our in house CAD experts will produce technical drawings in detail for our production team to start the work as we will then provide modern technology to get things done to the best standard and best price.

 

Cost of advertising will be £300 per month, however, will vary according to what extra things we would like to add.

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How to keep clients informed:

By targeting people in the information-gathering stage, we allow our potential clients to develop liking and trust with us before they ever meet the firm.

• Satisfaction surveys (every client we work with to know what we could improve on and what is successful about our firm)

• Team meetings (discuss anything we need to work on, updated sessions to understand where we are, what we are doing and if everything is running smoothly)

• Client meetings

• Evaluations and considerations per project

• Offer the public invitations to our conventions, conferences and presentations

• Website and social media giving updates on our projects; this will be a significant factor as it will help push our client base further and keep people engaged with our firm. Also, it will help us identify which clients we want to work with and who is engaging with us the most

• Keeping in contact and promoting charities to do with green design, environment, sustainability and recycling

 

Reputation

• Client relationship

• Social Media, Image and accounts

• Relationship with consultants and local councils

• Relationship with surrounding social communities and at headquarters and around projects

• Cooperate and build on reputation with charities and construction firms – also the potential for reaching out to government housing and environmental schemes

• Attend conventions and presentations to raise awareness

• Partner up with companies, schools, council, and Universities

• Encourage creative, environmental, sustainable, and cost-effective projects with these companies, schools, council and universities

• Provide placement opportunities to students from schools and universities

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Short- and Long-Term actions (Reputation over the three years):

• Launch Facebook page, twitter account and Instagram account 

• Maintain image presence

• Re-enforced by yearly events where future clients and past clients are invited to socialise with the team and members of the council of the city 

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Competitions

• Raises awareness of the brand

• Use profits made to enter the competitions 

• Offer prototypes to charities, e.g., homeless

• Award entries and competitions

• Prizes to focus on winning 

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Short- and Long-Term actions (Competitions over the three years):

• In the first three years, enter as many competitions to gain maximum recognition in the market. However, in the third-year focus more on the clientele and reduce the number of competitions as we will have more clients to work for

• Grow as a firm

• Clientele from social media, through trade shows and projects

• Maintain image presence

 

Tradeshows:

Environmental and Technology

• Feature these aspects in leaflets and brochures as well as panels

Products and panels to be seen from a distance

• Touch, see, interact

• Need product samples, want to see, feel, touch and understand products.

• Year 1 do as many trade shows as possible, however, each year start to decrease the amount and focus on charitable work and promoting company through personal projects and partnerships

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Social media:

• As a company developing and creating many projects year by year, we post stages of the projects. This may be something that we could aim to improve, so it can help the firm advertise and attract people.

• If you make a great connection with a lead during the show, connect with them on Instagram right away and send out a “Great meeting you, John!”

• Social media is a great, non-threatening way to connect with a lead.

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Social media follow up strategy

The week after a trade show everyone is still reliving the great time they had, the great companies they met and the relationships they built. Keep that good feeling going with your Social Media strategy.

• Track tradeshows #, before, during and after show

• See who talks about it after events are over and gage in conversation with clients, we want to work with

• Have posts uploaded regularly

• Polls and questions to show how clients experiences were and whether they would like to come to more events, “raise your hand if you’d be back at ADAPT studio right now!”

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Strategies to get clients:

Public Speaking

This strategy isn’t for everyone, but if you want the most effective strategy for winning architecture clients now and to successfully marketing architecture firm.

• Find an opportunity to speak about an area of your expertise to a group of your potential clients.

• When you speak to a captive audience, you’re positioned as an in-demand expert.

• When potential clients see your expertise, many will naturally want to work with you.

• Speaking venues can be industry conferences and tradeshows, or you can organise and host a workshop.

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Pros

• Speaking to a group of your potential clients changes the selling dynamic because it puts you in the position of authority and expert.

• You leverage your time by getting your expert message in front of many potential clients at once.

• In contrast, imagine how long it would take for you to make your presentation individually to each person in that audience.

• By speaking to a group, you’re able to build a relationship with many people all at once!

• You’ll find that meeting people face-to-face can result in many unexpected opportunities.

• In addition to getting clients now, it is also an excellent long-term strategy because it increases your firm’s brand recognition and reputation.

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Strategic plan:

Our firm is client-driven, however, may tailor what we do for markets within the area.

Once a sense of identity and direction has been agreed upon, we will engage in branding to express the benefits you offer our clients while instilling those values in the firm internally:

• Branding spreads into all the firm’s public relations and informs the positioning activities of business development and marketing.

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Sales and Business:

Once a marketing plan has been established as a foundation, it should inform the business development or sales activities, which involve prospecting for opportunities.

• Prospecting includes market research and networking, which ultimately leads to contact with potential clients, and it often results with valuable information. The information can lead to advantageous teaming arrangements in pursuing new work

Some firms attend conferences sponsored by associations serving a variety of clients such as:

• museums

• historic buildings

• libraries

• higher and lower education

• facility managers for several industries

• the federal government

• developer community.

We will use an existing client base to cultivate new clients.

• Most conferences offer opportunities for trade shows

One effective way to get recognition at a meeting is to present a paper or give a lecture.

• This activity allows your principals and senior staff to contribute their time and expertise to show how the firm has worked with and supported its current clients

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Public relations

Public relation - While it may sound obvious, many architects would benefit from a clear definition of whom they are when communicating their image to the public.

In addition to performing the tasks required to get published in the trade press, newspapers, and other media, PR duties include managing firm’s Website, photoshoots, award submissions, firm newsletters, special events, and advertising.

PR activities usually performed by the architects themselves include serving on design juries; writing for journals, magazines, or books; belonging to professional and charitable organisations, and participating in leadership and speaking roles at industry events.

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Membership and Association

• RIBA Membership

• ARB Accreditation

• Market research

• Association with Nottingham City Council

• Public Relations

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Short- and Long-Term actions (Members and Association over three years):

• Ensure that all directors and employers are members of the RIBA

• Ensure that we follow and meet the ARB qualifications for the firm collectively and each employer

• Assign a market research project per year to ensure that we meet the needs of the market and forecast any necessary changes

• In the third year and yearly after that, create a complete market analysis and evaluation of the firm to ensure that we maintain an advance standing with our competitors and any new emerging technologies in the built environment

• Through attending events, ensure that the firm remains in current with the news and with happenings in the surrounding industry

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Why Choose us?

We help clients design the homes and spaces they want using architecture as a tool.

We take all the managing, coordinating and monitoring of your project from concept through to completion, giving you a stress-free time through your journey with ADAPT studio. We listen to your ideas, create a brief and form relationships to create a positive outcome which satisfies you to the maximum. A broad range of disciplines come together when we are working on an architectural project including resource management, technical expertise, sustainable design and interior design using bespoke and modular elements. Each of these disciplines is embedded into our design process to help create a bespoke, tailored and considered project for you.

We create spaces that are reflective of their use, that convey a sense of vitality, innovation and value. We do not design from a pre-set menu of forms but, we create a place of comfort, of belonging, of purpose, of identity, specially tailored to your personality. We are in the business of creating beautiful buildings which are unique and made especially for you, and that is what we do.

We feel that our ethos for a sustainable business will be the main reason why clients might choose us as we can offer them their dream home tailored to them at the fraction of the price of a standard home on the market whilst also promoting a serious issue.

 

Gap in Market

There is a gap in the market for this business. 3D printing is becoming more and more popular as a better sustainable option for construction, mainly due to its reduced waste of materials on site. We are taking it a step further by using recyclable material and pre-existing structures to produce these environmental, sustainable and cost-effective housing. Our business allows people to design their dream house at a reduced cost while also saving the planet.

There are so over 600,000 unused buildings and 200,000 derelict structures in the UK., with existing grids that are strong enough to utilise and redesign over to create a building or extension which can be used.

The Idea of expanding to commercial buildings in our 3-year plan might be successful as it could bring in much retail value. If we push the technological aspects of 3D printing, it could further attract our target market to invest in 3D printing.

3D printing; process, technology, use of materials, construction and environmental aspects. If we claim to be directors that possess these skills in 3D printing and aim to develop it, then the firm can keep responding effectively to new developments in the market.

Our business fits in very well as we are not destroying the Nottingham community, history and culture. In the first year, we work closely with our clients to make sure they get the best quality of design and manufacturing with the latest high-tech technology and services. In return, if the clients choose to let us publicly post their projects, it can bring new attention to the city. As a business our main aim is to re-use, re-furbish and renovate the old pre-existing grids of old buildings, we are not limited by location but as a Nottingham based firm, we bring a lot of good things to the community. This is because we keep the existing grids that preserve the history and culture going as we are not getting rid of it but breathing new life and letting it grow with time and technology.

 

Looking at the research I have done, there is no firm in Nottingham doing what we offer, there is only one firm that does 3D printing but not what we are proposing, so we have no competition locally. However nationally we may have some firms that we will be competing with an aim to be better by having the most up to date technology and resources.

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Future Market trends

Marketing management / directors (how often are you going to meet, are you as a director What do we have to show what we are achieving e.g. a checklist showing what we are doing and whether or not we are achieving it, so we have a strategy and we know what we want to achieve in 3 years so we need benchmarks to achieve that we achieve it.)

• Marketing management will be meeting with the directors regularly in order to discuss every detail and stage of the project to allow the client to have a stress-free time and make sure everything is running smoothly.

• We must communicate and make sure the client is fully updated with every stage of the work to ensure they know what is going on with the project and if any alterations need to happen through the process.

• you know their requirements an what they want so you can tailor for that

These factors could affect the target market as it narrows down the market and we have to be aware of the implications which would come such as the cost of the projects, the needs of individual clients…

we need to be mindful of the price, clients, promotion, process, place and competitions.

• We need to maintain visibility

• Website

• Social media

• We concluded that we value sustainability and the re-using of materials close to the site and waste rubble to make sure cost are low and that we have a low carbon footprint. We aim to focus on bespoke elements, especially in the first year and when we move forward to more extensive refurbishments if the clients wish to do so. We agreed that we aspire to maintain a high reputation as a business by focusing on the following fields;

 

We discussed the critical policies that would apply to our business plan which we need, and which ones may help our reputation. Firstly, we need to have health and safety policies that are essential for how we carry out the process of our projects and manufacturing. Next, we need to consider environmental management strategies which are crucial to keeping up a high reputation of an eco-friendly business. Quality assurance policy that will aid in keeping our reputation high of producing quality final projects/products which meets the requirements of customers. We aim to take an approach that aims to achieve quality by organising every process to get the product right the first time

Having an excellent understanding of 3D printed services and the very best and most up to date available to use for our clients.

 

We are striving to be the best in the industry for the re-use of materials and cost-effective green manufacturing methods.

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SWOT ANALYSIS

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Strengths                

• Use of recycled materials to 3D print

• Every project will be customizable according to the client’s preferences and explained and guided through each step to make their life stress free

• 3D printing architecture ensures our product turn over time will be quick

• The speed of 3D printing provides fast delivery for clients especially to those with short deadlines and fast requirement to move in

• Unique as no competition or firm is doing what we do in the area

• Quality of service

• Fully qualified employers and advanced technologies

• Many social media accounts to engage and keep clients updated

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Weaknesses

• Using recycling materials can be

• Keeping updated with multiple social media accounts as well as different events

• We plan to stay updated with new technologies to use for our design work; we risk falling behind on new technologies.

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Opportunities

• Our company is providing a unique design service to the East Midlands, so we will not need to be as concerned with competition from other firms on local projects.

• East midlands have many art institutes, universities and colleges meaning we will be able to engage and help with community and use it as a way of marketing our firm

• Several significant events in the East Midlands such as Detonate and Splendour to help provide us with local opportunities to showcase our work

• Using recycled materials is a new market in the area

• The need for residential housing is rising due to the increase in population as well as migration into the UK

 

Threats

• Despite the lack of similar firms in the area, we can still expect them to be selected for the project over our business due to lack of resources as a start-up company

• 3D printing is becoming more straightforward for people to use without needing any qualifications and therefore, it will become harder to maintain a client base

• The design industry is already heavy competitive and saturated, so we risk losing our unique image once we’ve tried to expand our company

• Despite the value of the events industry in the UK, the possibility of a recession is a potential threat as festival organisers may be less likely to use their budget to invest in our services

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SMART

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Specific

• We can adapt any designs to any of your places, and our designers will work with you to provide individual solutions that are uniquely yours because everything will be made exclusively to fit your home. We will precisely check your room dimensions to ensure it meets giving you total peace of mind. Once you are happy with the design, our in house CAD experts will produce technical drawings in detail for our production team to start the work as we will then provide modern technology to get things done to the best standard and best price. All our products are 3D printed using recycled waste materials which creates a particular market within the affordable market section.

• Since environmental awareness and the increased need for lower construction costs and low carbon emission, the 3D printing market has been on the rise and provides a new market with opportunities for new firms. 

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Measurable

• To maintain our success and track our progress, we have devised a system in collaboration with the Administrative Director, that encourages employers to work efficiently by giving them targets and a financial bonus incentive at the end of each year. Our Financial Director is also responsible for keeping track of the financials of the company ensuring that we are always in a safe zone and aware of our expenses.

• Our marketing strategy also involves conducting primary research yearly into the market to ensure that we remain competitive and focused on client demands as part of our company, ethos. 

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Attainable

• I am responsible for maintaining and ensuring a professional relationship and voting on all necessary decisions made between the client and designers/ architects to make sure the clients have an easy stress-free time with our firm and any issues are dealt with as soon as possible.
   

Relevant

• After conducting the market research analysis found ( Please refer to the marketing research page) as a firm, we believe that our targets are realistic and appropriate to the current and future market trends and are supported by our financial estimate.

Time-bounded

• We have designed a time-scaled action plan that helps us understand when we will be able to achieve our goals as well as keeping track of all our records using contracts, policies and fees to ensure we hit all our projects and targets at dedicated times to ensure we do not fall behind schedule. By combining that with a Financial analysis and a Market analysis, we have set our goals on how we want to progress as a firm within the three years of our business and any long-term goals