Problem
Ultimate Garage has been providing discerning residential garage owners with custom, high-end storage and organizational solutions since 2003. When Hutton attended the Bachelor of Applied Entrepreneurship program at Mount Royal College, he had a very clear concept for his business plan class. He envisioned incorporating the latest computer-generated interior design software, top-of-the-line storage and organizational systems, and expert professional craftsmen in its residential and commercial garage projects. Following extensive research, including demographic analysis of garage owners in the Calgary area, and home renovation analysis, the venture was launched.
Extensive costing had been prepared, and promotional venues, such as trade shows, were booked. Clients followed. It is now trendy in Alberta to "gussy up your garage" according to Jamie Hutton, co-owner of Ultimate Garage, a successful Calgary-based company that builds custom, high-end storage and organizational solutions for discerning residential garage owners. "The garage is really the last frontier in home renovations," says Hutton. "Homeowners are buying into the fact that an eye-appealing garage that is clean, well organized, and functional is going to add value to their property and enhance their quality of life." Hutton says garages are no longer the place to dump stuff that does not fit elsewhere in a house. "Homeowners are taking real pride in having a garage that is a visual showcase and an expression of their lifestyle."
Hutton was also quick to point out that it is not just the car collector or carpenter hobbyist leading the charge in remodelling garages. "There are a wide range of renovators from the family that wants a visually appealing and clutter-free garage, to the ultimate gardener, the sports enthusiast, the fitness buff, the wine collector, the games room player, and, increasingly, the home-based business."
The array of top-of-the-line garage products and services available can be mind boggling to the average homeowner, who in a fast-paced Alberta economy does not have the time and patience required to do it himself, preferring instead to rely on experts such as Ultimate Garage. "We make this process as painless as possible," says Hutton. "Initially, we meet with the homeowners, determine their specific needs, select products to achieve their objectives, and then create a computer-generated drawing of what the garage will look like when done. From that point forward, modifications can be made and the garage transformation is ready to start."
Communication is key to any successful renovation. It is important for the homeowners to know what products are available and best suited to their specific needs. "We work from the floor up," explains Hutton. "Our clientele are educated about the types of floor coverings and floor mat systems, storage cabinets, shelving, wall brackets, work stations, ceiling storage racks, lift system (for automobiles, motorcycles, and garden tractors) and lighting. We provide a complete wall-to-wall package."
A new garage and workplace floor covering with a 20-year limited guarantee is also available.
"Our new resin-based flooring system is ideal for those that want a new garage floor in a day," says Hutton. "Previously, resurfacing an existing garage floor took several days. For a typical two-car garage, we are able to install and cure the floor on the same day. This allows homeowners to leave for work in the morning and come home in the evening to a brand new garage floor."
Hutton pointed to several features that make this system the ultimate long-term garage floor solution for Albertans:
1) One-hour cure time for liquid applied resin-base flooring
2) Installers are trained and approved contractors
One application, seamless system
3) 100 percent reactive resin; solvent-free
4) Available in a variety of colours incorporating pigmented, quartz, and flake systems
5) Waterproof and stain resistant
6) Superior UV resistance
7) Resistant to chemical attack, mechanical abuse, and abrasions
8) Different levels of slip resistance are possible
9) Easy to clean and maintain
Some clientele want a specific look and feel to their garage. "Themed garages are growing in popularity," says Hutton. "As an example, for the ultimate garage mechanic, we offer a complete line of 'automobilia' products such as vintage signage and electric wall signs. When it is done, people will literally stop their cars in the middle of the street to gawk at your new garage."
"Our business has been growing steadily," says Hutton. "Anyone can mount a bracket on a wall. What makes Ultimate Garage different-and one of the main reasons for our success is because we work very hard at creating the right lifestyle enhancements for our discerning customers that ultimately improves the value of their property-we take the extra time to educate them en route to designing and delivering a sophisticated storage and organizational solution that is right for their needs."
Directions: read through the case study "The Ultimate Garage" and answer the questions below.
A. What marketing strategy is Ultimate Garage pursuing? Which target markets do you think the company is pursuing?
B. Evaluate your local market to determine if a similar service is available. If so, compare the advertising communication. Which firm is more effective?
C. How could Ultimate Garage expand its services?
D. Assess the franchising potential for the venture. Would you recommend that Ultimate Garage expand through franchising?