Target market has been described as a combination of buyers looking to downsize, those who want to spend more time outdoors, those who want to belong to a community and those who want to be mortgage-free while living an urban community of like-minded individuals. This target market is almost entirely understood as psychographic. As with any complex of dwellings, there will be people of all shapes, sizes, stripes and colors living at Slice of Heaven. The key is to understand why they are living there, or why they would.
A specific challenge with determining this target market is that the concept is new, almost entirely without precedent. There are some relatively weak precedents with respect to "communities of like-minded individuals" but those are so entirely niche market as to be nearly meaningless in this discussion. The one trait that can be gleaned from such communities is that such individual genuinely value the community aspect, and reject the disconnect that often exists between neighbors in the modern urban environment. The challenge is that these corollaries are in rural areas, not urban. That said, the importance of community cannot be understated. These are people who will self-select to be here. The key to marketing will be to figure out, roughly, who these people are and make sure that they receive the message.
The second characteristic is that the target market consists of people who are more into the outdoors, and general "earthiness." This is a somewhat vague notion, but these are do-in-yourself people who like to build things, like to grow things, and like to be in a place where their neighbors all work together towards common goals. These are people who do not buy their way out of problems, but build them.
As such, they are more likely to be intelligent, though may not have formal education; they may be in the trades. They may have unusual careers, either on the artistic side or the trades/hands-on side. In many cases, such individuals will prefer a smaller living space, with fewer possession. To a certain extent, the target market has checked out of the consumer economy, or they prefer to or aspire to. The target market has a sense that the world is bigger than they are, and thus seeks to have a smaller footprint. But they are pragmatic, and they live in the city because they have a job there, or they just prefer the urban lifestyle.
They are more likely to ride bicycles than they are to drive a car. They are more likely to eat organic, though they will not necessarily do so. Other alternative dietary regimes are going to be more common. Certain activities like yoga or meditation are more likely, as well, though again there are no absolutes. Another trait of the target market is that they may have the financial means to own much bigger, but prefer not to. This is not designed as a trailer park for people on disability -- to be somewhat blunt about it -- but rather as a place people opt into for lifestyle reasons, not financial.
The market is believed to be...
SWOT analysis. The first is that this is a relatively new, untested concept. Tiny homes are a niche, and while they have piqued some interest, the market for them is, well, tiny. The idea of a tiny home community is even less tested. The biggest critical issue therefore revolves around how Slice of Heaven will be marketed. It could be packaged as an economical solution, which would appeal to
Competitive Analysis: Tiny Home Market Montainer is one of the more popular entrants in the tiny home market. It offers a relatively low price point for container homes. According to its website, a base module in the form of a recycled and refurbished shipping container is only $65,000, well below the price of even the most inexpensive homes, and installation runs $10,000-$20,000. The homes can be located anywhere the customer has
Slice of Heaven and Associates Tiny Homes Market Plan Slice of Heaven Marketing Plan Product Description Value Proposition Critical Issues Market Macro Environment Market Size and Growth Market Trends Target Market Segments Competitive Analysis Direct Competition Indirect Competition Marketing Marketing Objectives Financial Objectives Positioning Strategy Product Strategy Pricing Strategy Distribution Strategy Integrated Marketing Communications Strategy Advertising Sales Promotion Direct Marketing Public Relations Branding Strategy Market Research Revenue Break-Even Analysis Sales Forecast Expense Forecast Marketing Marketing Implementation Controls Marketing Organization Contingency Planning Appendix 1 Positioning Map Appendix 2 Marketing Organization Executive Summary Goals Founded in 2016, Slice of Heaven is a community of small economic homes set in an urban setting that
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