Question

Topic: Strategy

Affordable Housing - Iso Container

Posted by Anonymous on 10/3/2007 at 11:38 AM ET 25 Points
A-Just Housing Corp. is a start-up company using eco friendly ISO Shipping containers and interior materials to provide affordable housing for people who are working poor, homeless, or looking for a low environmental impact living alternative. Benefits: affordable living units; ability to create equity, design options for high density high quality community living ; ability to stack and combine units to create larger living units. Challenges: “not in my backyard” attitudes; the public’s lack of understanding of the product; bias towards large living spaces in suburban sprawl; and challenges to valuing high density high quality living; bias against integration of different economic classes. ISO containers have been used for University housing and other housing projects, but few in North America. See https://fabprefab.com/fabfiles/containerbayhome.htm for examples. I’m looking for help on positioning, branding and strategic entry. Nice to be back!
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  • Posted on 10/3/2007 at 12:10 PM Author
    Randall,

    Wow, you are quick, thanks!

    Looking for more of a focus group type approach, would like suggestions and impressions from the group using the benefits and challenges information to help formulate positioning, branding and strategic entry concepts.

    I may find someone that impresses, that I could contract in the future; but as a start up we are presently bootstrapping with limited funds.
  • Posted by Jay Hamilton-Roth on 10/3/2007 at 12:50 PM Member
    The first question I would have is "What does my local building/planning department have to say about this?" Are there specific zoning issues with their use?

    If it's legal & acceptable to my area, then it becomes an issue of education/aesthetics. I'm sure you have a large portfolio of boxes that look great. Make it easy for me to see them. Your home page doesn't do that for me.
  • Posted on 10/3/2007 at 1:27 PM Author
    HI Jay ,

    High density housing requires special zoning but flexibility exists. City is interested in making more boxes to meet a crisis due to booming economy, we want to enhance quality of life options. Think Euro/Asian fusion using mini village urban infill; or connecting to existing city infrastructure from the edge of the city and providing a social or cultural destination. We have cold winters here a covered pedestrian friendly environment may make sense.

    Legality pertains to building code and safety standards. We can meet or exceed those.

    Survival is for life.

    We have not developed a web site yet, still in planning stage. This is part of the process.

    Affordable Housing and Homelessness are Hot button topics but the public still wants to distance itself from the weak and the poor. We believe diversity and inclusion can enhance many people's lives.

    Visual/graphics are great, for sure; but would good content be better here? This is really a thinking outside the box issue, dealing with social, cultural. economic and environmental import, around a complex problem. Does marketing truly have the power to create change in the public mindset and support public good??

    If they had 1000 point questions this may be one of them.
  • Posted on 10/3/2007 at 2:17 PM Author
    Note: the Website referenced is not ours. This is an international site for cargotecture/ISO container usage ideas.
  • Posted on 10/3/2007 at 2:45 PM Author
    Angela,

    Great!! THINK INSIDE THE BOX may not be a bulls-eye but you definitely have the idea.

    We have a huge market (Unless you consider wealth a compulsory component.) We are looking at how the poor can develop equity in their homes instead of rent for ever. A basic living unit is about $50,000 to $150,000 for a 3-4 bdr 900sq ft unit.; versus average $350,000 for a 3 bdr 1200 sq ft house in Edmonton. Realize this kind of choice is not for everyone.

    If you don't mind keep posted; as I believe that this might get interesting!
  • Posted on 10/3/2007 at 3:23 PM Member
    Have you considered approaching Boy Scout type camps or school and church camps. You offer a more maintenance free solution which would last longer than tents and cabins. Just a thought. It would also expose your product to a wide ranging audience.
  • Posted on 10/3/2007 at 3:31 PM Author
    This is one area that we have not recorded yet, good idea!

    You're right, this product has many other possibilities. We are being careful to keep focus. The only deviation from the mission is that the prototype is being placed in the trendy and busy area of our city on top of an upscale bike shop so that the product starts with a strong value proposition. The Ipod of Housing is the concept... notwithstanding copy write infringement :-O
  • Posted by Jay Hamilton-Roth on 10/3/2007 at 6:19 PM Accepted
    This is a similar problem that the prefab home industry has been going through. Initially, prefabs were thought of as homes for trailer-parks (no offense to any trailer park residents). Eventually, the quality / appearance of the homes increased, prices were affordable, and the "bad stories" a thing of the past.

    If there's not a political reason why a box can't be built in my community, then the next is focusing on how things CAN look. People will initially think of shanties. You need to make people think, HMMM, that's pretty cool. That means it needs to be seen. Words won't sell it.

    "Think Inside the Box" is good. I'd also suggest, "Think Outside the Box. Live Inside It."

    Show how quickly an attractive home can be built. Show the cost savings of a stick frame home vs. a box. Show me what a box looks like in 30 years (how much upkeep?). Show me lots of happy faces of leading edge people who've taken the plunge and moved in.
  • Posted by CarolBlaha on 10/3/2007 at 6:29 PM Accepted
    The decision of where and if to have low or affordable housing comes from local governments. In Denver (I've worked wtih them as I am a rep in the building industry) its the Housing Authority-- a very simple stand alone building marked NDH (N Denver Housing). Because its a government entity -- they build green. The criteria they'll want to know is in most cases is based on the USGBC.org LEED rating system. (I was a founder of the Colorado Chapter).

    USGBC is considered by the Feds to be the most reliable rating system and so is recognized by many states. Green Globes (from Canada) is its nearest competitor. They may not go to the extent of certifying the building, but they will build to the criteria.

    Another niche I'd pursue is resorts. In Colorado, the only way the resorts can attract help is by offering housing. They send recruiters to different countries to present the opportunity-- these kids have to be housed. Even the resort area McDonalds has to go this route for managers. Affordable housing is a huge challenge in these high rent areas. These groups also tend to be very green in building.

    Marketing to the masses is a shotgun approach and as you've discovered-- not an easy sell. To the developer there is no incentive-- why put affordable when he can build a higher price and make more $$. Go to the people in pain!

    Hope that helps, Carol
    Sell Well and Prosper tm
  • Posted by CarolBlaha on 10/3/2007 at 6:40 PM Member
    Another thought is have you worked with Dwell magazine? They're often doing projects with prefabs. And did you see this conference and the prefab home at west coast green?https://www.westcoastgreen.com/

    Carol
    Sell Well and Prosper
  • Posted on 10/3/2007 at 11:46 PM Author
    Jay,

    We are following your advise and I have to agree that the impact of graphic representation is very powerful. We will be diligent in the cultural and aesthetic issues within the constraints of affordability.

    Quick build time, systems and automation go hand in hand. We are looking for a good engineer.

    Good Comments!
  • Posted on 10/3/2007 at 11:57 PM Author
    Carol,

    We are looking at these living units as support to a number of services and industries in the future. These will form discrete business units with individuated partnering. Had not thought about resort though. Considering the baby boomers and gen-X work practices this is very reasonable. Big RV's are just costing too much.
    LEED certification is available in Canada through the Canadian counterpart at www.cagbc.org. I believe that there is a grant system per living unit that meets standards. One of our associates is the president of the Alberta chapter.

    Great forum with some really talented people. Thanks
  • Posted on 10/4/2007 at 12:04 AM Author
    Carol,

    del.icio.us web site thanks :-)
  • Posted on 10/4/2007 at 12:34 AM Author
    Gidday Mate. Some of my relatives are from down under.

    Thanks for the input, the sites show the real versatility of cargotecture. Not though, the type of thing we would put in a Canadian city no matter what you been told :)

    Cantainer City in London and Tempo Housing in Amsterdam are the closest but still do not look at meeting over all community housing needs for persons who due to wealth, health or status issues are excluded and or homeless.

    We really need architects and urban planners with vision to step up to the plate. This is an emerging market and as Avi Friedman (a pretty smart Canadian architect that we can't afford) has forecast, metal buildings are the buildings of the future due to some of the exact things you have said.

    Cheers and thanks for the help eh!

    Survival is for Life tm

    dale
  • Posted by Chris Blackman on 10/8/2007 at 8:04 AM Member
    Dalton

    Have you looked at approaching the social service organisations like Red Cross, St Vincents, St. John, Little Sisters, soup kitchens, or whoever cares for the marginalised people in your city?

    ChrisB
  • Posted by Chris Blackman on 10/8/2007 at 8:05 AM Member
    ...or FEMA?
  • Posted on 10/8/2007 at 11:53 AM Author
    Chris,

    Thanks for the input

    Most of these organizations do not adress the housing aspects specifically in Canada that I am aware of.

    I am looking at places like Habitat for Humanity, and the Mennonite Social Housing Committe as they have done specific work here in Canada providing housing.

    I beleive that FEMA has a number of mobile units that are still not being utilized; and as a start up we are not ready to move into the US quite yet!

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