Defining Your Market Segment

Your market can be sliced and diced in multiple ways to create a market segment. You can identify:

- a specific geographic (neighborhood in your city, urban vs. rural, proximity to hospital, education, commercial area).
- a specific demographic (age, income, family size, career).
- a specific feature (country living, low maintenance, sustainable energy, square footage, handicap accessibility, age-in-place).
- a blend of any of these specifics.

This survey will help you to consider the most favorable segment on which to focus your marketing efforts.

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DEFINING YOUR MARKET SEGMENT

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Drilling down on your market segment

Describe your geographical market area

List five potential market segments you are considering and why you view each of these as a marketing opportunity.

Market segment #1

Why it is an opportunity

Market segment #2

Why it is an opportunity

Market segment #3

Why it is an opportunity

Market segment #4

Why it is an opportunity

Market segment #5

Why it is an opportunity

Select the three most promising market segments from the list above. Consider the size of the segment and the capabilities of your company to explain why you think each segment would be a good match for your company.

Market segment A

Why it is a good match for my company

Market segment B

Why it is a good match for my company

Market segment C

Why it is a good match for my company

Other Considerations

The choice of a market segment is not made solely on the basis of your internal strengths. You also have to consider external factors that effect your relationship with your market segment.

For each of the three market segments listed above, identify the most prominent competitor(s).

Market Segment A

Market Segment B

Market Segment C

Rank the three market segments above in terms of total annual segment sales.

Market Segment A

Highest Moderate Lowest

Market Segment B

Highest Moderate Lowest

Market Segment C

Highest Moderate Lowest

Choose ONE market segment

Select the ONE market segment which you think offers the most opportunity for your construction company. This is the segment on which you will focus your marketing efforts. Selecting one market segment does not preclude selling to other market segments, but those segments will be considered "flanker" segments to your primary focus. The flanker segments may ultimately represent significant sales opportunities.

My PRIMARY market segment

Why I chose it

What is it going to take to OWN that market segment?

Can you capture a proportion of the selected market segment large enough to meet your annual sales goals?

Yes (Explain how you know this in comments below.) No (Explain again why you selected this market segment.) I don't know (Discuss what you need to do to find this information and what you are going to do with the information once you have it.)

Describe the efforts and resources that will be necessary to capture an adequate portion of the selected market segment.

Are you willing to commit your company to expend the necessary efforts and resources described above?

Yes No

What are the first three steps in your marketing effort?

Step 1

Step 2

Step 3

Be sure to request a copy of the survey for your records, as Builder Academy does not retain this information.

🏅 Create a Business Worth Owning

📶 Integrated step-by-step program using all tools and systems

💡 Two coaching sessions per month

📊 Monthly scorecard to measure the journey

🛠️ Tools: All tools (Chart of Accounts, Cost Codes, BBOS Estimator, Builder Business Model Canvas, SubManager, ClientManager, Policy Handbook, Management Scorecard).

🤝 What we do together:

A 180+-day engagement covering financials, estimating, subcontractors, clients, and workforce.
Coaching sessions every two weeks to review your real numbers and coach policy implementation.
A monthly “Business Health Scorecard” that shows where you are strong and where to strengthen.
Focus on building a business system that allows you to:
- move out of day-to-day management;
- develop a valuable legacy enterprise; and
- create a business with significant market value.

💲 Investment: $3,500-$5,000.

🪜 Progression logic:

This is the capstone — combining all five prior steps into one system that builds a business worth owning.

🎯Outcome: "Now I control my business, not the other way around."

👷 Manage Your Workforce

👷‍♀️ Put the right people in the right position

📄 Create an Organization Chart and Position Descriptions

📄 Integrate employment policies

🛠️ Tools: OrgChart, Position Descriptions, Company Policy Template

🤝 What we do together:

Create a Company organization chart.
Create Job Descriptions.
Implement employee policy handbook
Identify inefficiencies in labor margins.
Discover hidden labor costs.

💲 Investment: $1,250-$1,500.

🪜 Progression logic:

Labor is usually the last controllable variable — now you are tackling optimization and efficiency.

🎯Outcome: "Now I am in control of the work that must be completed, and my employees understand their positions and accountabilities."

🗣️ Control the Client Relationship

📄 Client log, Change Order system

📄 Notice of Completion, Draw Requests

📄 Communication templates for disputes

🛠️ Tools: ClientManager, Client Contact Log, Initial Specifications, NAHB Residential Construction Guide

🤝 What we do together:

Implement a structured client management system.
Introduce the Client Contact Log.
Provide templates for change order and scope adjustments.
Train on reducing disputes and managing client expectations.

💲 Investment: $750-$1,250

🪜 Progression logic:

With the business financially stable and risk-protected, control of clients and their expectations ensures smoother operations and fewer profit leaks.

🎯Outcome: "Now I can manage clients and their expectations without projects spinning out of control."

🧯Identify and Manage Risks

🏠 Project Risks:

Site Risks – site injuries with no primary insurance coverage.
Reputational Risks – You don’t deliver what you promised because your subcontractors were not on the same page.
Capacity Risks – You can’t deliver what you promised because you don’t have the organizational structure to support your sales.

🔍 Management Risks:

Company Structural Risks – You don’t have the right people in the right positions.
Promotional Risks – Your market doesn’t know or care about your products.
Competitive Risks – You haven’t differentiated your company, so lowest price is the only way you can compete.
Market Demand Risks – a bad market cycle will cripple or destroy your business.

🛠️ Tools: SubManager, Organizing for Success, Builder Business Model Canvas, Budgeting Forecasts

🤝 What we do together:

Implement Terms and Conditions, Scopes of Work, and Inspection Reports for all Subcontractors.
Review how you track subcontractor insurance and compliance.
Analyze your organizational structure to optimize production capacity.
Review your business model.
Create “Expected Case”, “Best Case”, and Worst Case” budgeting scenarios.

💲 Investment: $1,000-$1,500

🪜 Progression logic:

After financial clarity and profitable estimating, risk management provides the next layer of company stability.

🎯Outcome: "Now I can reduce or transfer risk exposure; identify and appeal to my primary market; and plan for any type of economic environment."

🧮Price with Confidence

🔍 Audit your estimating process

🔎 Review all active projects monthly for budget-to-actual performance

🔍 Debrief every completed project for profitability and work flow

📶 Install a margin-tracking dashboard

🛠️ Tools: BBOS Estimator, Overhead Calculator, Completed Project Profitability Report

🤝 What we do together:

Audit your current estimating process.
Benchmark your margins against industry and market standards.
Optimize estimating margins for maximum profitability.
Track true budget-to-actual expenditures.

💲 Investment: $750-$1,250

🪜 Progression logic:

Once finances are stable, you can sharpen your pricing to stop leaving money on the table.
You’ll know the margin to use to make sure overhead is allocated profitably.

🎯Outcome: "Now I can bid jobs knowing I'll profit, not just hoping for profit."

💰90-Day Financial Reset

🗄️ Rebuild Chart of Accounts on NAHB Model

🗃️ Rebuild Cost Codes on CSI model

🛠️ Tools: Accounting platform, NAHB Chart of Accounts, CSI Cost Codes, Management Scorecard

🤝 What we do together:

Access to your accounting platform is required.
Rebuild your Chart of Accounts for project-level profitability.
Create and align Cost Codes so estimating, job costing, and reporting all “speak the same language.”
One-on-one coaching call every two weeks during the program to interpret your numbers.

💲 Investment: $1,500-$3,000

🪜 Why start here?

Without financial clarity, nothing else matters.
The reason you are in business is to make a profit.
Do you KNOW if you are doing that?

🎯Outcome: "Now I know if my business is profitable and my business model is sound."

You will be re-directed to the Home Page where you can use the menu to access Courses, Memberships, or Application Portals.

Defining Your Market Segment

When submitted, form responses are sent to the email addresses provided and then deleted. IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.

DEFINING YOUR MARKET SEGMENT

Drilling down on your market segment

List five potential market segments you are considering and why you view each of these as a marketing opportunity.

Select the three most promising market segments from the list above. Consider the size of the segment and the capabilities of your company to explain why you think each segment would be a good match for your company.

Other Considerations

Be sure to request a copy of the survey for your records, as Builder Academy does not retain this information.

🏅 Create a Business Worth Owning

📶 Integrated step-by-step program using all tools and systems

💡 Two coaching sessions per month

📊 Monthly scorecard to measure the journey

🛠️ Tools: All tools (Chart of Accounts, Cost Codes, BBOS Estimator, Builder Business Model Canvas, SubManager, ClientManager, Policy Handbook, Management Scorecard).

🤝 What we do together:

💲 Investment: $3,500-$5,000.

🪜 Progression logic:

🎯Outcome: "Now I control my business, not the other way around."

👷 Manage Your Workforce

👷‍♀️ Put the right people in the right position

📄 Create an Organization Chart and Position Descriptions

📄 Integrate employment policies

🛠️ Tools: OrgChart, Position Descriptions, Company Policy Template

🤝 What we do together:

💲 Investment: $1,250-$1,500.

🪜 Progression logic:

🎯Outcome: "Now I am in control of the work that must be completed, and my employees understand their positions and accountabilities."

🗣️ Control the Client Relationship

📄 Client log, Change Order system

📄 Notice of Completion, Draw Requests

📄 Communication templates for disputes

🛠️ Tools: ClientManager, Client Contact Log, Initial Specifications, NAHB Residential Construction Guide

🤝 What we do together:

💲 Investment: $750-$1,250

🪜 Progression logic:

🎯Outcome: "Now I can manage clients and their expectations without projects spinning out of control."

🧯Identify and Manage Risks

🏠 Project Risks:

🔍 Management Risks:

🛠️ Tools: SubManager, Organizing for Success, Builder Business Model Canvas, Budgeting Forecasts

🤝 What we do together:

💲 Investment: $1,000-$1,500

🪜 Progression logic:

🎯Outcome: "Now I can reduce or transfer risk exposure; identify and appeal to my primary market; and plan for any type of economic environment."

🧮Price with Confidence

🔍 Audit your estimating process

🔎 Review all active projects monthly for budget-to-actual performance

🔍 Debrief every completed project for profitability and work flow

📶 Install a margin-tracking dashboard

🛠️ Tools: BBOS Estimator, Overhead Calculator, Completed Project Profitability Report

🤝 What we do together:

💲 Investment: $750-$1,250

🪜 Progression logic:

🎯Outcome: "Now I can bid jobs knowing I'll profit, not just hoping for profit."

💰90-Day Financial Reset

🗄️ Rebuild Chart of Accounts on NAHB Model

🗃️ Rebuild Cost Codes on CSI model

🛠️ Tools: Accounting platform, NAHB Chart of Accounts, CSI Cost Codes, Management Scorecard

🤝 What we do together:

💲 Investment: $1,500-$3,000

🪜 Why start here?

🎯Outcome: "Now I know if my business is profitable and my business model is sound."

When submitted, form responses are sent to the email addresses provided and then deleted.
IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.