BuildKey marketing plan BuildKey is a multichannel (web, mobile)

BuildKey is a multichannel (web,mobile) workflow management tool for construction project leaders (architects,contractors, designers). BuildKey will bring together all the parties in a construction project and enhance problem solving, budgeting and scheduling anytime anywhere. BuildKey service description Different phases and life cycle of the data in construction project BuildKey four separate services Real estate control Strengths and weaknesses

Paule André Annika Koivu Gustavo Lopez Markku Suominen

19.12.2002

Company description

• Red Sun Consulting is a consulting and software development company based

in Brussels

• We provide innovative Internet and

mobile solutions for the management of construction companies and

construction projects

Our Team

• Markku Suominen, CEO

– 14 years IT experience, entrepreneur

• Paule André, Marketing & Sales

– Marketing professional, industry know-how

• Annika Koivu, Finance

– 7 years experience in financial responsibilities

• Gustavo Lopez, Technology manager

– 6 years experience, expert in Internet technologies

BuildKey – service description

• BuildKey is a multichannel (web,

mobile) workflow management tool for construction project leaders (architects, contractors, designers)

BuildKey will bring together all the

parties in a construction project and

enhance problem solving, budgeting

and scheduling anytime anywhere

BuildKey - examples

• See the status of construction project in real

time, schedules and documents are in one place

• Enhanced information flow between client and the contractors, everyone knows their

responsibilities

• Automatic project documentation, separate

construction diary is not needed

• Meet your schedule and budget

• All the parties involved save time and money

Creation of operational environment

Creation of agreements control of agreements

Contract / work control Flexibility in changing environment

Work specification Ask for tenders Slicing project to parts

Functionality structures, techniques

BuildKey - four separate services

• Real time CompanyInfo - "Company level" user

interface for every project

• DesignInfo – Guidance tool for project planning

• SiteInfo - For controlling functions and data

management of building phase

– SafetyInfo - For control of safety design

– BuildCam – Real time picture and picture collage of

construction project

• FacilityInfo - For data management of real estates From maintenance manual to maintenance calendar and user feedback

• All projects have a consistent user

interface

• Automatic collection and analysis of

project information (statistics, reports)

• Sharing information and documents

throughout multiple projects (document templates, instructions, etc.)

Construction phase

• Project information, message board,

document management and timetables make sharing the information easy

– Site diary

– Document control

– Dynamic schedule

– Compatibility with PDA devices

– Collecting of material for maintenance manual

– Real time pictures

Real estate control

• Material for maintenance manual can be collected

from SiteInfo during the construction phase Useful documentation and blueprints can be filed for later use

• FacilityInfo’s goal is to work as an Internet based real estate management tool and to be the pioneer in

development of real estate management

– Real estate maintenance manual

– Maintenance calendar

– Collecting material for maintenance manual during

construction phase

Strengths and weaknesses

– Market survey limited

– Small company with limited resources

Opportunities and threats

• Opportunities

– No equivalent service on the market

– Real market need

– Trend towards information technology services

Trends in the construction sector

• From project expertise to process expertise

• From production to service business

• From customer interface to management of

customer relations

• The construction cluster is becoming a significant user of information and communication

technology

• Business may be local, but competition is global

The European Council of Civil Engineers, June 7, 2002

The Market

• The Target Market

– Segments – Customers – Trends – Growth

• Industry Analysis

• IT priority topics in the industry

– End-user satisfaction – Process improvement – Standardization

– Biggest industrial employer

Market needs

• Need for proper tool for all the parties

• Need for accurate and frequent

communication

• Need for tracking of work being kept

“Today we only have minutes of our meeting and we use excel spreadsheet to track the status of the project”

quote from a Belgian Architect

Market Segment Strategy

• The housing estate will be the primary market target for BuildKey

• Similar houses - level of development

• One main contractor that subcontracts

• High number of customers

• Profile of house owner

Target market segment strategy

• BuildKey will target the housing estate in

Belgium

“Les Belges ont une brique dans le ventre”

Other reasons:

Good Market Experience Convenience Start point

– Different regulation in EU countries

– Trends towards more unified EU regulation

• The Construction Sector Network at the European Committee of Normalization (CEN)

• European Construction Industry Federation

– Product identity, quality, and novelty

– High employee motivation and good sales attitude

– Innovative and aggressive service options

Marketing strategy - Analysis

– Quality construction practices

– Project cost reduction?

– Fragmented Industry

– Establish a “Common Discipline”

• Marketing Research

– Observational Research

– Focus groups (project leaders and architects)

– Electronic suggestion card system

• Strategy Pyramids

– Premier product in Belgium

– Work toward building customer loyalty

Marketing strategy - Product

• Marketing Positioning

• On time

• On Budget

• With the best monitoring

• With the best service Web or any other tool

Marketing strategy

-Promotion

• Promotion Strategy

“Batibouw”

"Clef sur porte”

See it your self … www.buildkey.be

! "

• Media Summary

Marketing strategy

-Promotion

• Brand: BuildKey

• Communication Messages

– The FIRST ONE

– Key (we are the right key for customers) – Strong Follow up

Marketing strategy - Price

• Pricing options

Set up costs 150-200 Euro (one time fee) Normal costs

150 Euro/month, including 3 users

400 Euro/month, including 10 users

Establish Price Discrimination:

Q2, 2003

Q3, 2003

Q4, 2003

Q1, 2004

Q2, 2004

Q3, 2004

Q4, 2004

Alliances - Components

• Mobile integration

– Not Wired, http://www.notwired.com

– NotWired provides a complete, integrated email, contact

management and scheduling system to manage small and medium sized businesses NotWired will unify all communications.

• Other Future Possibilities:

– Design online systems to monitor buildings and construction strategies (no

project management)

– E-sites putting together construction professionals

– E-sites selling house plans online

– E-sites putting contractors on one single place for construction business

(B2B & B2C)

– Alliance with the government

– Alliance with possible construction companies

Project plan

May 2003 National Construction Industry Conference

Official product launch

May 2003 Marketing/Promotion Campaigns

April 2003 Initial Sales Activities

April 2003 Product Availability

March 2003 Web Site Up

March 2003 Product Beta Testing Complete

Time Phase

Conclusion

Thank you!

The product

Go to web template!

Analysis of IT-priority topics in

construction industry (EU)

• End-user satisfaction

– Communication between all parties

• Process improvement

– Improved working methods" and "appropriate

software tools to support production process

• Standardization

– Inter-operability of information

– Modeling standards for processes and results

From the Working Group "Information Technology“ report 1999 WG was

Target market segment strategy

• Cluster analysis:

– Several similar houses but at different level of

development– One main contractor that subcontracts (mainly toSME’s )

– High number of customers

– Profile of house owner in a housing estate

– Architect/project leader

market target for BuildKey.

Long-Term Development

• Goals

– We assume that the market will respond, and grow in the next 3 years

– New products as market

– Milestones per quarter

• (start with development TTM point - June 2003)