4th Annual

Student Competition

Incubator Retail Facility

College of Architecture, Art, and Design

Brasfield

Gorrie&

Table of ContentsMarketing Research

Business Model

Site Plans and Estimates

Schedules

Site Research

Branding

Exterior Drawings

Exterior Renderings

Interior Drawings

Interior Renderings

5

7

9

11

13

17

21

23

25

27

2

Research

The results of the poll we gave are more than conclusive, and when you compare the results to the stores down town it is clear that a niche needs to be filled in the local product market. The number of shops is staggering with 33 retail facilities alone, yet only one of these shops downtown gives the slightest attention to locally made goods. We see that there is a market for this and given the demand that we pulled from our survey results, we strongly believe that hosting handcrafted and local artisans in this incubator retail facitlity would be a wise business move.

Downtown Starkville

Given the amount of retail facilities and surrounding businesses, we believe the need and support is there for a retail incubator.

Shops Downtown

Office

Real Estate

Restaurant

Banks

Retail

Services

13

8

14

4

33

2

Marketing Research

5

Our primary target market is geared towards young couples and families aged 18-35. Primarily focusing on the female gender and providing a pull-through to the male gender. The vendor stations will be geared more to-wards middle and higher middle class shoppers with a college or higher education. When 50 residents aged 20-35 were given a poll on the state of retail shopping in Starkville as a whole, all but two poll takers were in favor of bringing more local and hand-made goods to downtown. Also, most of the survey takers listed retail shops as there number onea shopping locations.

Target Market As one of the first incubator retailers in Starkville we plan to reach out to the arts community such as handcrafted and locally made products, raising awareness of the arts in Starkville. We plan to do this by getting involved in the community through local events such as the Farmers Market, local festivals, and reaching out to Mississippi State Universitys art program.

Intent

There are very few establishments in the Starkville area that focus on handcrafted and locally made products.

Unique Selling Point

We want our customers to be aware how purchasing locally made products and art can help our community thrive.

Call to Action

6

Business Model

The strategy that a company uses to generate revenue from its product or service offering.

Components:

Value proposition Market segment Value chain structure Revenue generation and margins competitive strategy

...a good business model draws on a multitude of business subjects, including economics, entrepre-neurship, finance, and marketing.

A business plan is just a set of business goals and the plans to reach them. The busi-ness model is a strategy for how you will make your money ranging from what you are selling, to who you are selling it to, finally, how you fit in the community both value wise and market wise.

First and foremost, our proposed busi-ness model is to grow incoming business while at the same time filling vendor slots, generating a symbiotic relationship between the facility owner and the small business owner.

What is a business model? Why is it not a business plan?

What is our business model?

7

We feel that our business model differs by offering more amenities to vendors, and in return, the vendors will help out the retail facility as a whole. For example, vendors can opt for a reduced rent on their stall in exchange for taking secretarial blocks at the facility. This saves the vendor money and gives them greater over-heads, but at the same time saves the facility owner an average of $30,500 per year or $14.50 per hour of operation. The facility can also service the community by converting the multipurpose studio space to a local gallery for artists or Mississippi State University CAAD students. This enriches the value system of the business and bridges the

gap between bridges the gap between the community and the vendors/business owners and creating a relationship that will help niche. thrive.

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Site Plans & Schedules

9

Public/ContractorParking

Hwy 12

University Dr.

Lafa

yett

e St

.S

Jack

son

St.

10

Site Plan

For this particular site, being efficient is key. We decided to use as little space as we could, so that we did not disrupt the surround-ing buildings as much. Delivery drop off location is marked at the front of the building because deliveries will be scheduled to happen by 7 AM. The temporary office is located inside of the space that is going to be renovated. Since this project is on a small scale, the superintendent will not be necessary on site for the entire proj-ect. When demolition and construction happen in that space he is utilizing for his office, he will have to move his table and and move all of his possessions to his truck and walk around the site.

Schedule

Public Parking Plan

Estimates

12

LEVEL 1 GROUP ELEMENTS LEVEL 2 GROUP ELEMENTS Level 3 Elements SUBSTRUCTURE A10 FOUNDATIONS Subtotal, Division A10, Foundations $3,269.04 $2.24 5.42% A1030 Slab on Grade Concrete In Place Lightweight, 110# per C.F., 2-1/2" thick floor 1542 S.F. $1.24 $0.88 $2.12 $3,269 A20 BASEMENT CONSTRUCTION Subtotal, Division A20, Basement Const. SHELL B20 EXTERIOR ENCLOSURE $8,035.89 $5.50 13.32% B2020 Exterior Windows $852.44 Storefront Alumin. Frame, Clear 3/8" plate glass 36" x 72",comm. Grade 36 S.F. $21.00 $2.68 $23.68 $852.44 B2030 Exterior Doors $7,183.45 Garage Doors Aluminum Fab., Pivot w/ Std. Glass 1 OPNG. $2,660.00 $840.00$3,500.00 $3,500.00 Storefront Alumin. Framed Entrance Doors and Frame , 3' x 7' Door 5 OPNG. $495.00 $66.69 $561.69 $2,808.45 Add door closer 3 EA Material + Labor= $150.00 $450.00 Add door lock 3 EA Material + Labor= $75.00 $225.00 Add emergency panic bar 1 EA Material + Labor= $200.00 $200.00 B30 ROOFING $0.00 $0.00 0.00%C10 INTERIOR CONSTRUCTION $19,910.95 $13.64 33.00% C1010 Partitions Type 1 3-5/8" Metal Stud Walls, 5/8" Drywall Both sides, < 10' 832 S.F. $0.99 $1.20 $2.19 $1,824.33 Type 2 Glazed Curtain Wall, Aluminum, Single Glazed 132 S.F. $51.00 $7.80 $58.80 $7,761.60 Type 3 2' x 4' x6' treated Lumber 1920 M.B.F. $700.00 $25.00 $725.00 $696.00 Type 4 Bookcase Shelving Dividers 148.5 S.F. $0.60 $0.49 $1.09 $161.87 C1020 Interior Doors Type 1 Lauan face, smooth, hollow core, 4' x 6' 8" 3 EA $126.00 $43.00 $169.00 $507.00 Add door lock 1 EA Material + Labor= $75.00 $75.00 C1030 Flooring Cork Flooring Interlocking Cork Flooring System, Light 026 S.F. $3.98 $4.68 $8.66 $8,885.16 C20 STAIRS $0.00 $0.00 0.00%C30 INTERIOR FINISHES $4,673.59 $3.20 7.75% C3010 Wall Finishes Wall Paint 1 Coat Primer, 2 Coat finish, eggshell finish 2337 S.F. Material + Labor= $0.40 $934.80 Metal Channel Furring 7/8", Galvanized, 24" O.C. 166 S.F. $0.20 $0.51 $0.71 $118.36 Drywall 5/8" Thick, on walls, Standard, Taped & Finished, (level 4) 166 S.F. $0.32 $0.40 $0.72 $120.30 Cabinets C3020 Floor Finishes Sealed Concrete Spray on Stain ( 1 Coat ) 504 S.F. Material + Labor= $0.20 $100.80 C3030 Ceiling Finishes Suspended Ceiling 1-1/2" Carriers, 7/8" channels, 24" O.C. 1542 S.F. $0.34 $1.00 $1.34 $2,066.28 C3040 Countertops Wall Mounted , Hardwood, 12" Deep 30" Wide with 2 doors 3 EA $227.00 $29.50 $256.50 $769.50 Plastic - Laminate - Clad Stock, 24" wide w/backsplash, min. 19.5 L.F. $16.65 $12.25 $28.90 $563.55 D10 CONVEYING D20 PLUMBING $8,400.00 $5.75 13.92% D2010 Plumbing Fixtures Includes D2020, D2030, D2040, D2090 Lavatory (Sink) Type 1 Wall Mounted Sink, Handicap Acce., 20-1/2" x 27" 1 Per Fixture Material + Labor=$1,200.00 $1,200.00 Type 2 Stainless Steel, 1 Compartment, 18" x 18" 12" Bowls 1 Per Fixture Material + Labor=$1,200.00 $1,200.00 Water Closet (Toilet)

Type 1 Commercial , Low- Flush, ADA Approved 1.6 gpf 9.1 x 6.1 1 Per Fixture Material + Labor= $1,200.00 $1,200.00 Floor Drain Type 1 Cast-Iron, 5(127) Diameter, 4 Pipe Size 3 Per Fixture Material + Labor= $1,200.00 $3,600.00 Water Heater Type 1 Rheem RTE 13 Electric Tankless 4 GPM Water Heater 1 Per Fixture Material + Labor= $1,200.00 $1,200.00 D30 HVAC $2,599.45 $1.78 4.31% Type 1 36,000 BTUs Cooling/ Heating, Quad-Zone 1 EA Material + Labor $2,599.45 $2,599.45 D40 FIRE PROTECTION Includes D4010, D4020, D4030, D4090 1460 1 SFBA Material + Labor = $0.65 $949.00 $0.65 1.57%D50 ELECTRICAL Includes D5010, D5020, D5030, D5090 1460 1 SFBA Material + Labor = $7.00 $10,220.00 $7.00 16.94%E10 EQUIPMENT $0.00 E20 FURNISHINGS By Owner F10 SPECIAL CONSTRUCTION F20 SELECTIVE BUILIDNG DEMOLITION $2,279.78 F2010 Building Elements Demolition Ceiling Demo Remove Ceiling Tiles and Grid 1 LS All Inclusive $300.00 $300.00 HVAC Demo Remove HVAC Unit and Ductwork 1 LS All Inclusive $300.00 $300.00 Back Exterior Wall Demo Remove CMUs where Garage door will go 3 C.Y. $4.24 $5.80 $10.04 $30.12 Plumbing Fixtures Demo Remove all Plumbing Fixtures from building 3 EA $- $36.50 $36.50 $109.50 Exterior Facade Demo Remove Stucco and Existing hardware 1 LS All Inclusive $1,500.00 $1,500.00 Interior Partition Wall Demo all interior walls, except wet wall. 4 C.Y. $4.24 $5.80 $10.04 $40.16 G10 SITE PREPARATION $0.00 $0.00 0.00%G20 SITE IMPROVEMENTS $0.00 $0.00 0.00%G30 SITE MECHANICAL UTILITIES $0.00 $0.00 0.00%G40 SITE ELECTRICAL UTILITIES $0.00 $0.00 0.00%G90 OTHER SITE CONSTRUCTION $0.00 $0.00 0.00%HARD BUILDING COST $60,338 $41.33 96.22% GENERAL CONDITIONS Supervision Superintendent In the Field 1 L.S. All Inclusive $32,500.00 $32,500.00 Cell Phone Data Charge Allowance 2 Per MonthAll Inclusive $100.00 $200.00 Waste Disposal 20- Cubic Yards, Open Top Container, 21 x 8 1 L.S. All Inclusive $622.00 $622.00 Temp. Utilities Includes Power for heating, cooling, lighting 2 Per Month All Inclusive $500.00 $1,000.00 Signage All Signs, 6 Months total 6 EA All Inclusive $30.00 $180.00 Temp. Barricades Plywood, Steel legs, 32 Wide w/ Reflective signage 4 EA $99.50 $99.50 $398.00 Traffic Cones Traffic Cones, 18 High 10 EA $10.00 $0.00 $10.00 $100.00 Porta-Johns 1 Per Every 10 Persons, 6 Month Lease 2 Per Month All Inclusive $90.00 $180.00 Storage Container Steel, 8 x 20 1 L.S. All Inclusive $670.00 $670.00 GENERAL CONDITIONS COST $96,188 $65.88 FEES Architect Fee 4.9% of Hard Building Cost $2,956.55 General Contractor Fee 4.5% of General Conditions Cost $4,328.45 Graphic Design Fee $40 per hour 16 Per Hour All Inclusive $40.00 $640.00 Interior Design Fee 4.3% of Hard Building Cost $2,594.52 Required Permits .5% of Hard Building Cost $301.69 TOTAL COST $107,009 $73.29

Description QTY UNIT Mat. Inst. Unit # TotalCost/Bldg.

SP % of Total Description QTY UNIT Mat. Inst. Unit # TotalCost/Bldg.

SP % of Total

Assembly Cost Assembly CostLEVEL 1 GROUP ELEMENTS LEVEL 2 GROUP ELEMENTS Level 3 Elements

Site Research 14

Design

A niche is defined as a place or position suitable or appropriate for a person, it is also de-fined as the position or function of an organism in a community. Our main points that we pulled from the idea of niche were: to promote individuality, to encourage community involvement and growth, to bring a unique approach to retail business, specifically in Starkville, MS, and to launch budding entrepreneurs in a supportive, engaging atmosphere.

Branding

17

Signage & Wayfinding

We, as a group, made the decisions for the wayfinding and signage of the facility based purely on one thing: Contrast.

We felt the color and shape of the signage would contrast well with the more neutral tones and perpendicular lines throughout the building, while still being pleasing to look at. Our typographical choice to be used throughout all of the branding was Future Medium, and this was chosen for its clean lines and read-ability at multiple distances.

vendor(VENDOR LOGO)

pay here(Please.)

Open.RESTROOM

losed.

horsMon r a.. p..

Sa a.. p..

no son.

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Identity Standards

The niche. primary logo is comprised of Didot Bold, with a small cap n. The logo is used in black if on a light colored background or in white if on a dark colored background.

The logo is used interchangibly with the hexogonal n lettermark if the full niche. logo is too small or too busy to be easily legible in any way. (i.e. business cards, advertisement space, sponsor logos)

Never alter, distort, or redraw the primary or secondary logos. Only use it as it is given. If the full name does not fit, use the hexogonal mark.a

Logo Usage

19

niche. has two associated pantone spot colors that are used accross the branding identity from the hexogonal logo to the necessary signage in the facility. The colors are as follows:

Coated Substrates:Darker Orange - P 37-16 CLighter Orange - P 37-15 C

Uncoated Substrates:Darker Orange - P 37-16 ULighter Orange - P 37-15 U

Color and Typography

The secondary typography choice for the niche. brand is Futura Medium. This choice was made based on the fact that the clean lines and sharp points of Futura contrast well with the serifs and flow of Didot bold. Futura Medium will be used on letterheads, business cards, and advertisements throughout the identity.

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Exterior Drawings

21 22

Concrete Masonry Unit

Aluminum Mullion

Glass Door

Light Gague Aluminum 4 x 4 Column

Glass Garage Door

Continuous Angle Mounted

Garage Door Track

Concrete Masonry Unit

Light Gague Aluminum 4 x 4 Column

Construction Detail 1

Construction Detail 2

S Lafayette St.

Exterior Site Plan

Exterior Renderings

23 24

Interior Drawings

25 26

Rendered Floor Plan

1/8" = 1'-0"1LONGITUDINAL SECTION

Interior Renderings

27 28

Studio Views

Project Team Members

Austin EdwardsAnna Leigh Richards

Sydney AshmoreCristen Richard

Phillip Vance Savannah Harvey

Devin CarrMegan Vansant

Works Citied

www.sbs.govwww. indeed.comwww. investinganswers.comwww. startupjunkies.com