Eco‐Lux Tiny House Business Plan

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) value­based pricing and 5) our forward­thinking, 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.

1.1 Mission Statement Our mission is to be a leading online supplier of tiny house blueprints, enabling individuals to build and pursue a tiny house lifestyle. We are dedicated to developing, designing and providing tiny house blueprints, while achieving profitable growth through excellent customer service, quality, innovation, commitment and careful management. We offer designs with an emphasis on “small footprint living” and “ecological luxury” for today’s tiny home buyers. We are committed to the values of responsibility, integrity and ethics, and our company’s long­term strategies and goals will be molded by these core values.

1.2 Strategic Goals The objectives for the first one to three years of operation include: 1. To develop a start­up, online­based tiny house design company that will grow to

profitability by the end of Year 1. 2. To generate sales of $9,000 in 2015 (Year 1) and $20,000 in 2016 (Year 2). 3. To develop and implement an effective, successful marketing and sales system,

resulting in 100+ leads within Year 1. 4. To introduce 4­8+ tiny house blueprints into the market by the end of Year 1.

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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

Stephanie Israel, Owner and Director of Business Development & Marketing

$TBD $TBD $TBD

Elizabeth Israel, Owner and Lead Designer

$TBD $TBD $TBD

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Design Assistants / Clerical Staff for Customer Service

None $TBD $TBD

Total # of People 2 3 3

Total Payroll $TBD $TBD $TBD

1.4 Business Structure Eco­Lux Tiny House will be set­up as a limited liability partnership (LLP) established in the State of Indiana between the partners and owners, Stephanie Israel and Elizabeth Israel. A partnership agreement will be written and signed between the partners, determining roles and legal responsibilities.

1.5 Startup Costs Summary The estimated cost of establishing our business is around $500. This amount includes the cost to of company registration and filing fees with the Secretary of State, website domain registration and hosting, and attorney’s legal consulting fee. Our goal is to operate as a debt­zero business for the first year of operation, in order to minimize risks. The following table details the initial start­up costs:

Item Amount

Filing Fee for Registration of LLP with State of Indiana, Secretary of State Department

$85.00

Filing Fee for Certificate of Assumed Business Name $11.00

Minimum Deposit Necessary for Establishing Company Business Banking Account

$100.00

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.

2.1 Product Description A “tiny house” is a small, mobile house on wheels. Most are less than 400 square feet, with the current national average being about 186 square feet. They are built on trailers ranging from 12 feet long all the way up to 28 feet long. The houses are made mobile, as opposed to having a solid, permanent foundation, in order to bypass most local housing code enforcement agencies, that require a minimum square footage. Our primary points of differentiation offer these qualities:

Innovative designs for small spaces with space­saving solutions Creative designs inspired by different international cultures and trends Outstanding customer service for our clients High­quality, thoughtfully­crafted blueprints

2.2 Product Solutions Our product will aim to provide solutions to a number of problems faced by many current and future homeowners. These solutions include:

1. Housing Affordability. With the costs of housing on the rise, many people are looking for alternative housing solutions. A tiny house is one such option. Typically costing between $30,000 and $50,000, and sometimes as high as $85,000, tiny houses still only end up being a fraction of the cost of a normal size house, which can cost anywhere from $110k and higher.

2. Freedom from Debt. Seventy­eight percent of tiny house people own their home

and 68 percent of those have no mortgage. Not only that, but 55 percent of tiny house people have more savings than the average American, with the median of about $11,000 in the bank. Eighty­nine percent of tiny house people have less

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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.

2.3 Product Production Costs We will be selling primarily a digital product that we develop and create in­house. We will design and prepare detailed tiny house blueprints and materials lists for prospective tiny house clients, who will purchase the digital blueprints for using and printing on their own. The production cost, therefore, will be $0, yet it will involve an upfront investment of development time and research of the company’s two personnel. Elizabeth will be developing the designs and list of materials, and Stephanie will be pricing out the materials.

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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.

2.4 Competitive Comparison Our competition is primarily from other tiny house blueprint providers and tiny house builders. In particular, the competition includes US­based companies specialized in selling a fixed range of tiny house buildings that are delivered as built and readymade. Looking at the broader picture, the company also faces competition from general builders, carpenters, contractors, and DIY people (with no prior experience or design training) who want to construct the tiny house themselves.

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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 Market Segmentation There are four aspects of our market: demographics, psychographics, geographics, and behavioral. By better understanding these, we can better market our product and reach more potential clients.

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.

3.2 Market Trends A general trend toward financial stability among U.S. consumers plays an important role in the recent growth in tiny houses. Additionally, such factors as a desire to reduce environmental impact, for something more unique, provide a good selling opportunity for tiny houses.

3.3 Market Growth From March 2004 to December 2013, there has been a 687% growth rate of online searches. During 2013 alone, the keyword “tiny house” was searched online 452,174 times. In 2014, that number was over a million. We see this growth as positive for our business. There is clearly a demand out there that has only slightly been tapped into. We think we can become a strong player in the tiny house design industry.

3.4 Market Needs As of now, there are no known tiny house designers or builders in Indiana, and only one in the Midwest. Yet, there is interest in the Indianapolis, Fort Wayne and South Bend areas, and likely areas beyond this, as evident by newspaper articles, news clips, and personal interactions with people in these locations. We see this as a potential opportunity to establish and become part of a growing tiny house movement in the Midwest.

3.5 Competition & Buying Patterns Competition in the industry of tiny house design (blueprints or custom design) is generally weak yet emerging. There are designers and builders ranging from home­based, no formal architectural training individuals to more established, formalized office­based companies with trained building designers and certifications. In many

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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.

3.6 Main Competitors & Business Participants Current competition in the tiny house industry, and more generally in the U.S. housing industry, include the following:

Tiny House­Specific Builders: There are 76 builders listed on the websites

tinyhousemap.com and tinyhousecommunity.com that offer tiny house building as part of their range of services. Builders make profit off of markup of building construction materials, in addition to the costs of time and labor involved. However, their costs are usually reasonable, as it ends up saving the client significant time and effort involved with DIY­ing the construction.

Standard Builders (of all kinds): This includes any house builder across the United States, and the market for this is quite broad. Many builders would likely offer a one­off building of a tiny house for a client, yet they may not have the specialized knowledge of tiny house specific issues, such as building on a trailer bed.

Tiny House Providers ­ This includes providers of “readymade” houses that a client may be able to customize to some degree, yet are generally providing a fixed range of designs. Some of the more established companies include Tumbleweed Tiny House Company, Four Lights Tiny House Company, Tiny Home Builders, and Humble Homes. While there are many competitors in this growing industry, there are only a few in the Midwest and none in Indiana.

Tiny House Designers: There are only a handful (3­4) of known tiny house designers with a visible Internet presence. These designers offer custom design services specifically oriented to tiny house. Some of these designers also live in a tiny house, and some do not have technical architectural training, only experiential knowledge.

Traditional Homeownership: Many people who are considering a tiny house already own a home, apartment, or condo. They may be considering whether to downsize to a smaller house, or whether to do a more dramatic lifestyle change of owning a mobile home such as a tiny house or other alternative dwelling type.

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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.

4.2 Competitive Edge Our competitive edge will be our modern, luxurious, sleek designs. Our tiny houses will not look like tool sheds or cabins. They will be designed to maximize space and comfort. They will have innovative and technologically­savvy features. Our designs will be inspired by Scandinavian and European designs. Having worked with clients in over 30 different countries, we can use our expertise to become a leader in the tiny house design world. We will offer new ways of presenting our products, such as 3D renditions and “digital fly­throughs.” This will provide potential clients with a

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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.

4.3 FAB Analysis Summary

4.3.1 Features ‐ (of our blueprints product) Features of our blueprints will include a full set of architectural drawings which include floor plan, loft plan, framing plans, exterior elevation views, internal elevation views, stair details, sections, and door and window schedules. Our product will also include a material list. A third feature will include 3D renditions and “digital fly­throughs” of the design.

4.3.2 Advantages ‐ (specifically of our blueprints) The advantage of providing potential clients with detailed drawings, 3D renditions and “digital fly­throughs” is that the customer can have a realistic look into what one of our tiny houses would look like in real life. They will be able to preview and digitally walk around the tiny house to explore the design.

4.3.3 Benefits ‐ (of our blueprints product) This advantage will provide the customer with peace of mind. They will know exactly what they are getting and how it will look. There will be no surprises. They will also be able to see if there are details they would like to customize.

4.4 Positioning Statement For the future tiny house homeowner who seeks to build a unique tiny home perfectly suited to their needs and taste, Eco­Lux Tiny House is the best source in the Midwest for client­oriented tiny house design and drafting services. Our designs are innovative, modern, ecologically sustainable, and sleek, and Eco­Lux Tiny House provides a combination of creative vision, comprehensive knowledge of the tiny house industry, and functional, affordable solutions. We deliver designs that meet our clients’ specific circumstances, improve their quality of life, and offer the greatest possible value for the invested time and money. In this way, the name “Eco­Lux Tiny House” tells clients: our tiny house looks innovative, has great attention to detail and function, is sensitive to the environment, and it will help us live a sustainable, debt­free lifestyle.

4.6 Marketing Channels & Strategy 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. 4.6.4 Secondary Marketing Channels

The following channels will serve as secondary methods through which to establish identity and awareness for our company’s products and services, to connect and engage with targeted audiences, to share knowledge, and to generate leads.

1. Social Media a. Instagram. b. Facebook c. Pinterest d. Google+

2. Professional Industry Websites a. Houzz

3. Live Events a. Tiny House Conference b. Workshops and Seminars

4.7 Distribution Channels Website. The primary source of distribution in order for our product to reach the right prospective target market will be through our website. We will post our blueprint designs on our company website, and we make them available for sale through online commerce tools. As customers visit our page, they will have an opportunity to purchase one of our designs.

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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.

4.8 Cost Analysis for Marketing/Advertising/Distribution

Marketing Tool Amount

Website (Low cost ­ already calculated in start­up cost analysis)

Youtube Free

Twitter, Instagram, Google+ Free

Stationery, Print Media, Etc. Business cards Stationery, letter paper, envelopes, etc. Bumper sticker Embroidered polo shirt

$200

Advertising through Facebook Ads, Google Ads, Indiana­based newsletters, and other channels to be considered.

TBD Approx. budget initially ~$200.

Total Marketing/Analysis/Distribution Costs $400

4.9 Visual Identity and Branding Strategy

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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4.9.2 Colors and Typeface The Eco­Lux Tiny House marketing materials primarily make use of colors in the green color range. The one color most commonly used is the Eco­Lux Green, combined with white and grey tones. For vivid accents, other colors may be used like yellow and blue. Use black, white and shades of gray in support of the primary colors for most materials.

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4.9.3 Slogan “Live your Life” ­ plus ­ Eco­Lux Tiny House | Tiny House Design and Drafting

4.9.4 Business Card Design

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**

4.9.8 Video Marketing & Video Campaigns**

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