EcoBuilding company Karin Auslender Amine Choukir Aurlien Petit
Vincent Wurtz
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Idea/Concept Ecobuilding Integrated solutions High quality
services High architectural identity
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Opportunity A huge market 62% of europeans are homeowners A
favorable context Political context in France New building
standards environmentally oriented (eg High Environmental Quality)
begin to gain momentum 78% of french people would be ready to pay
more in order to have an ecological house[1] A non-well structured
market The interest for eco-houses and recourse to sustainable
development logics is relatively new No clear leadership is
established yet.
[1]http://programmes.france2.fr/legitimesdepenses/index.php?id_article=417&id_rubrique=141&numsite=136&page=articlehttp://programmes.france2.fr/legitimesdepenses/index.php?id_article=417&id_rubrique=141&numsite=136&page=article
Slide 4
The Product Projects point of view All in one solutions one
interlocutor Overall view of todays possibility in eco-houses Near
customers needs and expectations through partnerships with local
architects and suppliers Products point of view Healthier and more
comfortable lifestyle Benefits from energy savings Self
satisfaction: participation to the environment protection Customers
benefit
Slide 5
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Market analysis Private individuals house market Above all
regional 3800 constructors [2] Good in term of competition Worst in
term of development 562.000 new houses in 2006 = 12 billion
[1]Steady growth of 5% [1]Source: Crdit Foncier [2]
http://www.developpement-construction.com/txt_chiffres_cles_acteurs_maisons_individuelles.htmhttp://www.developpement-construction.com/txt_chiffres_cles_acteurs_maisons_individuelles.htm
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Financial Analysis Ecobuilding Sales & Client relationship
Partners and suppliers Project management and monitoring
Relationship with partners and suppliers Marketing Suppliers of
power systems local building companies Local architects Other
research consultancies Client Company structure
Slide 9
Marketing strategy Branding based on: High-quality and
knowledge in the ecological field General marketing MeansResources
needed Phase 1 Word of mouth communication (happy clients,
successful partnership,...) 0 Website (Hosting only)100 Punctual
actions on city places/supermarkets Do it yourself warehouse 1,500
(transportable stand of exhibition) + 500/action (flyers,
leaflet,...) Construction/building shows5,000/show Phase 2 House of
exhibition (60 m 2 )80,000/house Phase 3 Advertising
campaign100,000/campaign Additional features: Contract with
clients
Slide 10
Financial Analysis The french context is very positive towards
real estate market : GDP growth of 2% in 2006 Recent laws in favor
of new homeowners Tax shield for customers If we consider a growth
rate of 5% for the real estate market, we can expect a 12% growth
rate: Environment content : our differentiation, fashionable notion
Legal content : tax shield, subsidies for customers
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Good Scenario
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Bad Scenario
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Financial Analysis In both cases we are profitable We dont need
VC : we expect to raise individually the required capital : 40 000
per associate.
Slide 14
Risk Analysis Entry Barriers Economies of scale: Houses are not
replicas of each other. Still some franchise exist. Economies of
scale: Houses are not replicas of each other. Still some franchise
exist. Ecobuilding Switching costs:Huge you dont change your house
everyday. Access to distribution channel:partnership with
architects, equipment resellers, create franchise Costs
disadvantages independent of scale:Over cost of green building,must
convince customers of the gain on the long run Government
policy:Several laws to help people willing to buy a house and/or to
go green Team:Young, multidisciplinary, multicultural thus allowing
for multiple vies to consolidate the ideas. Capital
requirement:Founders, consultant, marketing.No machines, no workers
Differentiation:Our concept of Ecobuilding
Slide 15
Risk Analysis Competitors and positioning
Slide 16
Risk Analysis Risk factors Possible exit strategy Sale to a
bigger company (ex: leader of the market (Geoxia))