Boston Building Resources Project Proposal

Boston Building Resources Project Proposal

Creator: Alexandra Papermaster, Nadia Naeem, Teema Sawas, Eva Samper-Mateu, & Mitchell Lee

This project proposal for Boston Building Resources, located in Roxbury, demonstrates our thoughts on how our team would increase kitchen sales for their for-profit kitchen sales sector.

Boston Building Resources (BBR) has experienced declining kitchen sales for the past 2-3 years. Kitchen sales are the primary revenue driver for the consumer co-op. Our group will focus on working with the organization to increase its sales by gaining new customers. In addition, we will identify which additional services, such as home visits or installation, could reduce the mental hurdle of purchasing from BBR. Over the course of the project, we will be working with Sakheni Dlamini (sakheni@bostonbuildingresources.com).

Sources to help us better understand the social problem:

https://boston.curbed.com/2018/8/9/17665440/boston-housing-prices-august-2018

https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-customers- buying-process

https://blog.vendhq.com/post/64901827556/common-types-of-customers-retail-sell

https://www.metro.us/boston/boston-still-struggling-with-income-inequality-economic-segregation-report/zsJqbB—Nzwz38wBILva 

https://boston.curbed.com/2018/5/30/17404868/boston-housing-why-high

https://www.surveygizmo.com/resources/blog/market-research-types/

Initial thoughts about methods for collecting data:

  • Speaking with BBR representatives, specifically in kitchen sales, about the customer decision process, common customer types, current advertising strategies, and business differentiation factors
  • Analyzing Facebook and Google analytic data
  • Market Segmentation
    • What stage of life are people in when they decide to renovate their kitchen?
      • Two main customers
        • The architect/contractor who refers the homeowners to BBR
        • The Homeowner
          • “I have no timeline” – most common
          • “I need it right now” – Holidays – Thanksgiving, Christmas, Labor Day, Fourth of July, etc.
  • Research of other potential marketing strategies (contractor referral program, MBTA train/bus advertisements, radio and TV)
  • Surveys  
    • Brand awareness and reach
     
    • Satisfaction and loyalty analysis –
  • Industry and Competitor Analysis: Home Depot, Ikea, Lower, Metropolitan Kitchen, National Lumber, Cory Manufacturing, Discount Kitchen ETC, Norfolk Kitchen and Bath
  • Prizm → zipcode data