Suzo is a startup architectural studio for Tyler T. Moore which will provide Architecture & Construction Management services in the single family home market nationwide. We utilize advanced digital and virtual technologies in a friendly and approachable manner to eliminate distance as a factor in the ability to communicate and deliver design projects.
Within these technologies we are able to access and manage unprecedented levels of project information for real-time construction management. We believe being partners in project execution from start to finish is key to our competitive advantage.
Single family home design and construction is stuck in old ways. From a Design perspective, Architects are still using decades old CAD software that relies on a clients understanding of 2d plans, and static 3d images of select areas. Often times much of the design is left to be worked out ‘in the field’ with the construction team.
This old methodology extends to the construction phase. With basic architectural plans, the construction teams are left to create estimates with little information. Oftentimes the building systems are not even designed and left completely to the tradesman. Imagine multiple tradesman designing their systems on the fly as the project is under construction. This methodology is standard operating procedure with home building.
Single family home design and construction is stuck in the 90’s while modern design tools have greatly surpassed the capabilites of the old. We want to bring these modern tools to this market. Tools like Virtual and Augmented Reality, Building Information Modeling, real-time virtual walkthroughs and the like. These tools have been available and perfected within the commercial markets and are ready to be rolled out with home design and construction.
Experience That Elevates
Suzo is founded by a licensed Architect with over 21 years of vast building industry experience. Included in this experience is both design & construction of custom single family homes as well as design of very large hospital and commercial projects. This array of experience and viewpoints leaves Suzo with a unique opportunity to bring the advanced design tools used in the commercial world to home design and construction.
Another advantage is the startup: Suzo does not need to train a staff on updated technology and tools, nor do we need to change the culture of an office in order to implement new tools. At Suzo, we are starting two steps forward, not finding ourselves trying to make up ground. We expect to be leaders in redefining what the design and construction process looks like for homes.
Show what the design process looks like now, what it can look like with us. 2d plans, static 3d images, etc… to virtual walkthroughs, 360 images, 360 image tours, BIM…
There are three questions that you can answer in a demo: what, how, and why. Don’t waste time on “why.” You should have answered this already with your Overview and Problem/Opportunity slides.
You need to focus on “what” and “how.” Whether you emphasize “what” versus “how” depends on your product. Generally, if you do something that’s never (or seldom) been done before, then focus on “what.” If you do something that has been done before, but you do it much easier, faster, or cheaper, then focus on “how”
Suzo’s initial marketing strategy will focus in two areas: 1) Harnassing existing relationships & 2) Producing & marketing digital educational material for prospective cutomers.
Suzo is in a unique position to harnass existing relationships in multiple states. We intend to market directly and intimately to these relationships which encompass general contractors, former clients, & related design professionals. We want to show our ‘friends’ what the capabilities are and become a partner in future projects.
It is estimated that 93% of consumers considering a construction project are not ready to hire a professional, they are simply researching the possibilities and options. We believe by producing helpful educational material that eases the fear of home construction we can reach many more clients. Marketing these materials will be done primarily digitally through Google Ads & similar pay per click platforms.
Competition on a national level is difficult to quantify. Most multi-state architectural firms are engaged in industries outside of single family construction. What is more important is looking at the competition key markets with existing relationships: Summit County, CO.
Within Summit County there are a two primary players: Bhh Partners & Allen-Guerra. Each of these firms are designing 30-40 custom homes a year in the area. Beyond the two largest players, there are a handful of mid-level firms estimated to design between 6-12 a year: O’Bryan Partnership, Arapahoe Architects, Todd Weber, & Gunson Custom Mountain Architects. Beyond that there are easily another dozen or so that produce a few design a year as well as non-local Architects that do one-off’s in the area from time to time.
The primary revenue stream will come from design contracts. These contracts are priced either as a percentage of construction, or a fixed price per square foot based on the complexity of the home. Design contracts can last from project conception until construction begins. Clients for design contracts tend to be end users or developers.
Another vital revenue stream are construction management contracts. These contracts are geared towards providing accurate project and material information to the home builder as well as managing this information throughout the design and construction lifecycle. A construction management contract is not contingent on also providing design services.
Suzo’s forecast for the first three years is simple: to start small and create consistent growth in a minimum of two markets. We estimate being able to land at least one substantial project in each market in year one, three in year two, and five in year three.
Currently Suzo is looking for up to $10,000 in return for an ownership stake at 1% per $1,000 invested. The money will be utilized to invest in necessary software, hardware, & marketing expenses as well as necessary legal, insurance and travel expenses.
Suzo anticipates three primary phases of implementation:
Beta Testing: Necessary to get all software and hardware tools online and work out the kinks. Estimated to take 10 weeks.
Marketing Begins: Once Beta Testing is completed, we intend to begin our marketing strategies and continue them on a consistent bases for at least 3 months.
First Substantial Customer: The target for our first substantial customer sign-up is 6 months. A substantial customer is defined as a minimum contract price of $15,000.
Team. This the infamous team slide. You may wonder why it’s not earlier in the pitch. After all, you’ve heard and read that investors invest in teams, not simply products, services, or markets. The problem is that at the point of investment, it’s hard to truly “know” that a team is good. If this was possible, then investors would only back good teams, and every investment would pan out.
The fact is that your team isn’t proven or complete—this is why you’re raising money. If you were Steve Jobs, John Chambers, Steve Case, Larry Ellison, Howard Schultz, Jeff Bezos, or Bill Gates, you (a) wouldn’t need outside money and (b) you could simply make one or two phone calls to get it. You certainly wouldn’t be reading about how to make a good PowerPoint pitch.
The most likely case is that you can show that your backgrounds are relevant to the market that you’re serving and the technology that’s necessary to build. For example, it’s a stretch to think that a bunch of friends from Home Depot are going to find the cure for cancer. But it is believable that they could create a DIY advice site sponsored by Home Depot with ads from Orchard Supply with a freemium model that requires membership to receive answers to questions.
Don’t let this depress you. The people who founded the great tech successes—Apple, Microsoft, Facebook, Cisco, YouTube, and so on—were hardly proven entrepreneurs. In fact, you could make the case that these companies represent unproven teams in unproven markets with unproven technology. In other words, they were zero for three according to what “professional” investors say they are looking for.
This is why the Demo slide is earlier in the presentation than the Team slide. A mind-blowing demo makes up for a lot of shortcomings and objections. I’d rather see a great demo than a great presentation. Ideally, you’ll have both.
Business Organization. CO, WI & Future expansion.
Architect and others ownership to be determined on a state by state basis. No guarantee on work in states out of CO and WI yet.