Overview:
My client is a small software company specializing in 3D design
software for architects. Their product is well-known for being the
most intuitive, easy-to-use graphic design tool on the market. It
allows designers to quickly and easily sketch out their 3D ideas as if
on a blank sheet of paper, and then add special effects like lighting,
zoom-throughs, etc. that are very effective for presentations. The
product sells for $499 per seat.
They are interested in expanding their reach beyond the architecture
market (and larger construction firms) down into the do-it-yourself
market. They have had many requests for a $99 version from individual
users such as cabinet-makers, remodelers, deck builders, etc. Client
is also in serious discussions with Ron Hazelton (www.ronhazelton) who
does the Housecalls remodeling show. The DIY market is huge and
growing. The challenge, however, is that we don?t want to target basic
DIY?ers who would probably buy a $20 design tool with lots of
pre-existing templates (at least not at the present time, as we'd need
to make too many revisions to the existing product).
We?ve segmented this market into 3 distinct classifications which
could be viewed in a pyramid: At the top are designers (like
architects, professional construction firms, game designers, etc.).
This is a small market but currently the sweet spot for their
business. Right below this group are the Craftsmen: individual pros
and serious hobbyists in remodeling, wood-working, cabinetry, etc. At
the bottom of the pyramid are Joe DIY?ers; the folks who have no real
design skills and might just be trying to build a deck for the first
time.
The Assignment:
We need to find out the size of the Craftsmen market and the overall
DIY market in total numbers (ie. individuals), not revenue. Re: the
DIY market, we clearly don?t want the folks who are doing faux finish
painting, etc. This is strictly limited to those who need to sketch
out an idea in 3D. I?d prefer data more recent than, say, 2002. Please
include the source information. Where you got it, when it was
published, etc. The more info the better on the Craftsmen: ideally
broken out into various segments, and any specifics on each segment
the better (like how much they spend per year on home improvement or
building supplies, demographics, etc.). Our primary focus is on the
Craftsmen, but would like to know basic info on the lowest-level DIY
group as well. |
