TFM - Plan de Empresa - MODHOM

MODULO 7 / PRATICA FINAL PLAN DE EMPRESA RICARDO VIDAL KUME

01. EXECUTIVE SUMMARY

MISSION Creating sustainable and technological modular spaces with great mobility

VISION Designning and building homes, retail and service with the flexibility to be transported anywhere in the world and are able to be extended or modified according to the user needs

VALUES At MODHOM, we strive to create products that use our resources consciouslly, like water and energy. Materials that would otherwise pollute nature can be used for building functional and technological homes, respecting the enviroment, wherever they may be. This mobility and easyness of changing the place you live in, taking your home with you, was one of the driving forces in our decision to work with shipping conteiner to develop innovative and confortable living modules that combine all the functionality of a modern home with the respect for the enviroment that we hope our client feel when they purchase one of our houses.

Remember these rules: - Respect for the enviroment - Conscious use of water and energy - Easiness and confort for daily life with technology - Easiness for extending spaces - Mobility for transportation to anywhere in the world - Functionality and confort in small spaces

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02. BUSINESS IDEA

BUSINESS DESCRIPTION MODHOM is an idea born for a new era, where reduced spaces need to be utilized to the fullest.

Our approach is to design, build and market prefabricated modular spaces for home and retail, taking advantage of the latest technoligies available.

The business will be based in Tokyo, Japan, in a country where modular constructions are quite advanced, helping us develop our products in a market that already has an established consumer base and knowledge in the field.

COMPETITIVE ADVANTAGE MODHOM will based our business in modular construction, using shipping containers at first, but the goal is to expand to other types of construction.

With this in mind we are able to reduce production and market costs without sacrificing quality and technology for the customer.

BUSINESS OPPORTUNITIES - Designing modular home for private use - Designing temporary retail and office spaces that can be transported easily - Building and selling real state properties with prefabricated constructions - Developing new technologies for small spaces - Consulting in developing and constructiong modular projects - Consulting for designning small spaces for maximum funcionality - Consulting for government approval of temporary and permanet modularspaces - Offer flexible spaces for startup companies with future expandability in mind

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02. BUSINESS IDEA

PRODUCT RANGE

MH20

MH20 is the basic solution for small spaces. Using one 6m shipping container you have all you need for a small studio, including a kitchen a living/ sleeping area and a full bathroom Dimensions (LxWxH) 5,90x2,43x2,60m Area 14,5m² Features Full bathroom with shower Wood parquet floor External deck Full Kitchen

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External Deck

Deck

Full Bathroom

Bath

Kitchen

Living

Complete Kitchen

Floor Plan

Insulated Roof with waterproof membrane Split Heating and Cooling Inverter Double-Glazed Windows Gypsum board wall with Spray Foam Insulation Parquet Flooring Concrete Foudation

Section

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02. BUSINESS IDEA

PRODUCT RANGE

MH40

If you need more space, the MH40 offers one bedroom, living room, kitchen, japanese-style bathroom in a compact package inside a 12m shipping conteiner Dimensions (LxWxH) 12,2x2,43x2,60m Area 29,5m² Features Obe bedroom Living area Japanese style bathroom Wood parquet floor External deck Full Kitchen

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Deck

Dormitory

Double-Glazed Sliding Doors

Bath

WC

Japanese style bathroom

Kitchen

Complete Kitchen with full size fridge

Living

Floor Plan Ample living area

Section Concrete Foundation

ParquetFlooring

Double-glazed Windows

Insulated Roof with waterproof membrane

Gypsun board walls with Spray-Foam Insulation 9

02. BUSINESS IDEA

FEATURES GENERAL SPECIFICATIONS 40-Foot HC Shipping Container (MH40) 20-Foot HC Shipping Container (MH20) Walls: R-34 | Ceiling: R-23 | Floor: R-32 Electrical System: 200 amp Water System: Pex Piping (HDPE) Plumbing System: PVC (Schedule 40) STRUCTURAL COMPONENTS Internal frame in structural wood Insulating PU Spray Foam Gypsum Board Walls and Ceiling Everything-proof Barrier Layer: Fire, Water, Rodent, Insect, Mold

INTERIOR & EXTERIOR FINISHINGS Loft Ceiling Light System Eco-Friendly Treated Sub-Floor Eco-Friendly Wood Flooring Interior Low/No-VOC Paint Layer Exterior UV and Temperature Reducing Paint Layer

INTERNAL SYSTEMS Full Electrical Load System and Wiring Full PEX Water System Full PVC Plumbing System Wiring for Cable Hi-Speed Internet 2X Split Cooling and Heating Inverters

DOORS & WINDOWS Secure Energy Efficient Doors Energy Efficient Windows Custom-Made Patio Sliding Door Original Sealable Cargo Doors

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OPTIONS EXTENDED ROOF AND SOLAR LOUVRES

Extended roof and louvres protect from the sun and create shaded areas inside and outside

SOLAR PANELS

GREEN ROOF

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02. BUSINESS IDEA

CUSTOM PROJECTS

Utilizing the modular concept we can develop custom projects adapted to each client, according to their needs, wishes and land availability.

These projects can take many shapes and sies according to the demand of the client and spacial possibilities.

Typical configurations can range from a few mocules arranges together to many conteiners stacked together in a multi-stories system. Aditional engeneering may be required for more complex configurations.

Using conteiner modules speeds up construction and cuts costs, achieving agile and cost efective building with endless possibilities.

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03. MARKET ANALYSIS

The japanese market is well advanced in the filed of modular construction, and these companies already offer prefabricated houses on the market.

TRADITIONAL PREFABRICATED HOUSES This a very competitive market, with some big companies offering their products from small to large houses.

Some companies highlighted are: Asahi-Kasei, Misawa, Toyota Home and Sekusui Home.

Their method of construction follows the traditional japanes method of timber construction, with modules pre assembled in a factory and final assembly on site.

Most of the brands have large showrooms where they build all their models. Potential buyers simply search for the showrroom closest to them and schedule a visit with the company They also advertise healvily on magazines and TV, giving away their catalogues on streets and newstands across the country.

Prices range from $200.000,00 for a 90m² house and can go up to $800.000,00 for a three bedroom house.

Because of their price, buyers of theses types of houses are mainly young families looking for their first home or elders leaving the city for a quieter life on small towns outside the capitals.

Although all brands make an effort to diferentiate their products, it is hard not to look at them and fell they are all very similar.

ADVANTAGES • • • • •

Support of a large company They are in the market for a long time Reconigzed brands Consolidated infra structure of fabrication and marketing High speed of on site construction (the structure can be build on one day)

DISADVANTAGES • • • • • •

Same cost as a normal house (on site construction) No mobility Not expandable Traditional design High price for a single person Targeted at young families and elderly people

Left to right: Asahi-Kasei, Misawa Right page, top to bottom: Toyota Home, Sekusui House 14

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03. MARKET ANALYSIS

SHIPPING CONTAINER HOMES There are no companies in Japan offering prefabricated houses made out of shipping containers.

There are, however, initiatives that use shipping containers as temporaty constructions that can be deployed for disaster relief, such as earthquakes or tsunamis.

These are mostly experimental or used in very specific circunstances.

EX-CONTAINER EX-CONTAINER is an initiative created by architect Yasutaka Yoshimura and the idea is to build temporary shelters that can be stocked and deplu=oyed whenever the need arrives.

They have a simple construction using the shipping container module, being easily transported to where they are needed.

However, these projects are yet to be used in disaster areas.

Price for a stardard model based on two conteiners is around $32000,00 and go up to $41000,00 for a triple module.

SHIGERU BAN Famous japanese architect Shigeru Ban has designed several tyoes of constructions using shipping container for disarter relief, ranging from single unit houes to apartments comprising several units stacked.

They were used during the tsunami in Japan and are currently being used in several countries where natural disasters occur.

The Characteristics of multistory temporary housing: » shorten the construction period by usage of existing containers » possible to build up tp 3 stories and to be build in narrow sites or slope lands » placing containers in a checkerboard pattern and create a open living space in between » excellent seismic performance » can be used as a permanent apartment

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03. MARKET ANALYSIS

DIFFERENT DESIGN MUJI

Japanese lifestyle retailer MUJI has entered the prefabricated house market with three offerings.

Their appeal is a minimalistic approach to the design, adapting the brand style.

Their price, however, is higher than other prefabricated constructions due to their different design.

Social Networks Facebook: 142000 followers Instagram: 395000 followers Youtube: 45000 followers Product Range: 3 Models ranging from 100m² a 200m², with prices starting at $180.000,00 up to $223.000,00 Sales: - Online and MUJI stores throughtout Japan, including selected locations with MUJI Houses built for visit - MUJI houses sold only in Japan

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03.MARKET ANALYSIS

SHIPPING CONTAINER ARCHITECTURE IN JAPAN

There are many examples in Japan of constructions using shipping containers.

They range from comercial spaces to schools and their design differs from other traditional constructions due to their special aesthetics based on the exposed materials of the containers.

These constructions are not meant to be mobile, their goal was to reduce costs and speed up desig and construction.

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Sugoroku Office Daiken-met Architects Gifu, Japรณn 2011

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CC4441 Tomokazu Hayakawa Architects Tokyo, Japรณn 2014

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OA Kindergarten Hibinosekkei + Youji No ShiroYokoSaitama, Japรณn 2016

Bayside Marina Hotel Yasutaka Yoshimura Architects Yokohama, Japรณn 2009

Farm in Tokyo ON Design Tokyo, Japรณn 2010

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03. MARKET ANALYSIS

REFERENCE COMPANIES There are some companies in other parts of the world offering interesting and cost affective houses. These can be installed anywhere in the world and transported easily.

Their differential is using a modern design to develop and market their product.

HONOMOBO

www.honomobo.com This canadian company has a large range of products on offer, from a small bar that can be installed anywhere to full 3 bedroom homes.

They have designs based on shppping containers and wood frame, generating flexibility for the customer depending of what type of construction they want.

Prices range from $38000,00 for a single container unit up to $120000,00 for a three bedroom home Social Networks: Facebook: 14.400 seguidores Twitter: 1500 seguidores Instagram: 28400 seguidores Youtube: 8000 seguidores Sales method: Online and also in showrooms in San Francisco and Seattle

Product Range: 8 Models ranging from 25m² to 145m² Construction in Shipping Contaner and Tmber Frame Finishes and Upgrade Options Delivery: 6 to 12 months

MIMA

www.mimahousing.com Based in Portugal, MIMA offers four styles of houses, from a basic container sized unit to a large with two bedrooms.

They modern design draws a lot of attention and they offer very beatulful homes at an affordable price.

They use wood frames for their construction projects.

Social Networks: Facebook: 13200 seguidores Instagram: 5200 seguidores Sales method: Online sales and showroom in Portugal

Product Range: 5 Models ranging from 21m² to 211m² Timber frame construction Custom architecture projects Partnership with construction and finishes companies Delivery: aprox. 9 months

MEKA

www.mekaworld.com MEKA offers many types of products, ranging from single family homes to multi stories modular apartment buildings using a modular design and structure.

A single family homes start at $85000,00 and can go up to $260000,00 for a two stories modular house.

Social Networks: Facebook: 326 seguidores Instagram: 79 seguidores Youtube: 69 seguidores

Product Range: 6 models, starting at 30m² at $85.000,00 to 178m² at $315.000,00 Custom architecture prpjects

Sales method: Online

Delivery: aprox. 6 months

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HONOMOBO H04

MIMA HOUSE

MEKA WORLD ALP 320 25

04. STRATEGIC ANALYSIS SWOT MATRIX EXTERNAL ANALYSIS THREATS

OPPORTUNITIES

POLITICAL - ECONOMIC - Changes in building code - Competitive market - Need for innovation on products

POLITICAL - ECONOMIC - Quickness to adapt projects to new codes - Develop new techologies that can be sold as consulting

SOCIAL - Misundestanding of consumer about product - Rejection of type of construction - Ageing population

SOCIAL - Design for older people with acessibilty in mind - Educate consumers on new types of construction methods

TECHNOLOGICAL - Obsolecence of old technologies - Rapid evolving market

TECHNOLOGICAL - Invest in R&D and sell new technologies - Export japanese technology for other markets

ECOLOGICAL/ LEGAL - Sustainability and energy efficiency are in high demand - Consumers expect ecological design

ECOLOGICAL/ LEGAL - Develop sustainable and energy efficient buildings and construction methods - Adapt sustainable initiatives for all new projects

INTERNAL ANALYSIS WEAKNESS ECONOMIC - Not many financial resources - Need to maintain steady monthly income - Need for construcccion partners

ECONOMIC - Abillity to apply for bank loan as new company - Generating fixed income with unit rentals

FORMATION/ TECHNOLOGY - Adapting to an unknown market - New company in a competitive market - Selling a new product

FORMATION/ TECHNOLOGY - Not bound to a single business model - Ability to adapt to the market needs

PERSONAL/ EXPERIENCE - Not many qualified people to build with shipping containers - Need to build firts prototype - Building a recognized brand

PERSONAL/ EXPERIENCE - Experience in traditional building - Experience on construction and modular design

INFRAESTRUTURA - Need for office, employees

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STRENGTH

COMUNICACION/ MARCA - Ability to create new brand - Ability on social media

04. STRATEGICAL ANALYSIS

CAME MATRIX OBJECTIVES Correct the Weaknesses Adapt to/Adjust to the Threats Maintain the Strengths Explore the Opportunities

REORIENTING STRATEGIES (Oportunities + Weakneses) SURVIVAL STRETEGIES (Threats + Weakneses) DEFENSIVE STRATEGIES (Threats + Strenghts) OFFENSIVE STRATEGIES (Opportunities + Strenghts)

REORIENTING STRATEGIES - Seek governemt incentives for new companies - Create a strong online presence with the help of low cost ads and website construction - Study the japanese market for new homes - Study japanese building code for opportunities where taxes are lower - Build first prototype for experience and use it as showcase for future products

SURVIVAL STRATEGIES - Save on fixed costs, find office outside city center - Use coworking space to start - Build firts prototype on family-owned land - Find good deal on used containers - Find low-cost materials - Renting units for fixed income

DEFENSIVE STRATEGIES - Develop own style for diferentiation of other companies - Keep constructions costs as low as possible for competitive final price - Use local construction knowledge to find collaborators and suppliers - Developing market awareness through social network presence - Create online marketplace for selling products directly to customers

OFFENSIVE STRATEGIES - Participate on constructions fairs for brand recognition - Advertise online on important websites - Target young customers based on low final price - Use built houses as showcases to new customers

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04. STRATEGICAL ANALYSIS

CRITICAL SUCCESS FACTORS (CSF) COMPANY GOALS Create affordable and high quality modular homes Customer satisfaction Develop new products with sustainable and energy efficient solutions Add new technologies to products, like solar panels, smart home systems and water recycling Sell new technologies to other constructions companies Champion the market for shipping container construction Create efficient cost control for construction management

BALANCED SCORECARD STRATEGIC GOALS FINANCIAL - Build 3 units for rental and create fixed income - Search government incentive for small companies - Cost control - Find new construction opportunities to build and sell/ rent units - Search for consulting opportunities for other companies

CLIENT - Advertise on social networks - Create promotions on rental/ selling of new units - Make client feel special through the quality of the product

PERSONAL - Keep motivation with new projects - Broaden profesional network - Make partners in the construction field - Organize workshop with suppliers and collaborators PROCESS - Build units to test new technologies - Optimize construction time and cost - Optimize internal process in the company to lower operational costs

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04. STRATEGICAL ANALYSIS

INITIAL INVESMENT

Brand and Company Registration Contracts Website construction Social Network management total

$500 $200 $5.000 $1.000 $6.700

total

$500 $2.000 $3.000 $5.500

total

$10.000 $90.000 $100.000

Office and Infrastructure Furniture Eletronic equipment Remodeling

Construction Projects and approval Construction (3 Units MH20)

TOTAL INVESMENT

$112.200

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30

$50

$$$-

$50 $10

$1.000 $50 $2.130

4. Personal 4.1 Salary 5.1 Seguro TOTAL

$30 $50 $20 $70 $800

MO 1

3 Marketing 3.1 WEB 3.2 SEO

2. Infrastructure 2.1 Phone 2.2 Electricity 2.3 Water 2.4 Internet 2.5 Rent

EXPENSES 1.1 Office material

INCOME Unit Rental Projects TOTAL

FINANCIAL PLAN

$50

$$$-

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

MO 2

$50

$$$-

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

MO 3

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

$50

$3.000 $$3.000

MO 4

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

$50

$3.000 $3.000 $6.000

MO 5

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

$50

$3.000 $$3.000

MO 6

$1.000 $50 $2.130

$50 $10

$30 $50 $20 $70 $800

$50

$3.000 $$3.000

MO 7

$2.000 $50 $3.130

$50 $10

$30 $50 $20 $70 $800

$50

$3.000 $$3.000

MO 8

$2.000 $50 $3.130

$50 $10

$30 $50 $20 $70 $800

$50

$6.000 $3.000 $9.000

MO 9

$2.000 $50 $3.130

$50 $10

$30 $50 $20 $70 $800

$50

$6.000 $$6.000

MO 10

$2.000 $50 $3.130

$50 $10

$30 $50 $20 $70 $800

$50

$6.000 $3.000 $9.000

MO 11

$2.000 $50 $3.130

$50 $10

$30 $50 $20 $70 $800

$50

$7.000 $$7.000

MO 12

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