Glacier Insulation, LLC

Foam it.Seal it.

Forget it.

Versatility in Insulation

• Foam Insulation

• Air Infiltration Systems

• Soundproofing

• Attic blowing

• Fiberglass Batts

• Environmentally Safe Options

• Commercial and Residential

Training

• Construction Networking

• Sales Tools• Business

Management• Marketing Strategies• Equipment Training

• Foam application • Safe handling of

material• Material Composition• Estimating guide• Insulation calculation

Quality and Experience

• Properly installed insulation lowers energy costs considerably.

• Superior quality at a reasonable price.

• Highly trained professional installers.

• Guaranteed Bids with multiple insulation options.

Full Service Installation

From Prep to Clean Up and everything in between, we provide all aspects of

insulation. No contracting of work to Sub-contractors.

Equipment

• We utilize only industry proven Equipment.

• Equipment to handle any job.• Less Down Time means less

time per job.• Higher quality Foam with a

larger yield translates into less product used without compromising insulation quality or R-value.

The Foam Advantage

• Application process creates a seamless, water-proof, durable building envelope

• Eliminates drafts by completely filling seams, crevices and cracks

• Reduces energy use • Provides high R-values • Resists water, mildew and

fungus • Adds structural strength • Provides stability -- does not

shrink or settle • Reduces noise .

Company Goals

Provide Highest quality insulation at reasonable price.

Acquire Market Presence in the High End Home Market.

Obtain “No-Bid” contracts with Builders through Higher Quality work.

Marketing StrategyWidespread marketing in order to

saturate the market.We are targeting contractors,

builders, architects and engineers. We have created a website and are currently listed in the Yellow

Page directories.Provide “At-Cost” small jobs for first time Large Scale customers in order to demonstrate superior

quality.

Target Market

Targeted Contractors

Builders who serve Big Sky area

Customer Base• Median income over $100,000• Male and Female clients• Age Distribution over the age

of 55• Professional and Retired

Customers living in Big Sky area

65 up

45 - 64

25 - 44

18 - 24

Under 18

Age Distribution in Montana

Behavioral Segmentation

• Functional needs are met by giving the consumer a well insulated home

• The benefits are situation specific• Our insulation is met with a favorable interest

and attitude • There is a positive ongoing relationship with the

consumer• Each customer is as unique as there home• We offer a complete information packet in order

to make our customers feel comfortable with our product

Geographic and Demographic Segmentation

• Geographic: “We come to you”, letting Glacier Insulation serve a wide area with a concentration in Big Sky

• Demographic: Upper middle and upper class, age 55 and up, retired or semi-retired with a professional or retired background, median income range greater than $100,000

Consumer Dimensions

• Attention: Increase brand awareness through word of mouth and local advertising

• Interest: Offering a superior insulation product and superior customer service

• Desire: Offering “At Cost” jobs for large scale customers

• Action: Yellow pages, professional and personal selling, mail, word of mouth

Sales Dimensions

• Superior Customer Service

• Quality and Sustainability

• Individual professional consultations

• Ongoing relationships through referrals and repeat business

• Service after the sale

Consumer Decision Making Process

• Problem Identification

• Gathering Information; solutions

• Presenting alternative solutions

• Appropriate solution

• Evaluating the decision

Decision Making Process

• Problem Identification: The consumer wants a superior product that meets their needs in the best way possible.

• Gathering Information: The consumer will gather information from their contractor who is building the house, word of mouth, Yellow Pages and our website.

Decision Making Process

• Alternative Solutions: The consumers alternatives are to go with one of our other products or solutions.

• Appropriate Solutions: A consumer will choose our product because we offer superior customer value, and superior customer service.

Decision Making Process

• Evaluating the Decision: The consumer will know they have made the right decision because Glacier Insulation will meet and exceed their expectations. Their positive experience will be shared with other prospective clients generating new business for our company.

Marketing Mix

ProductPlace

PromotionPrice

Product

• Attributes• Properly installed insulation lowers energy costs• Superior Quality Insulation• Guaranteed• Multiple Installation Options• Less Installation Time With New Equipment

Professional Insulation Service

Product

• Physical AttributesLong Lasting

High Quality

Energy Efficient

Reduces Noise

Provides Structural

Stability

Water Resistant

Product

ValueLess stress

Done right the first time

Developing a trusting relationship

Getting everything you want

Timely service

No sub-contractors

Different Options

We come to you

Perceptual Map Professional

Glacier

Competitor

Late Finish On-Time

Amateur

Brand Positioning Statement

Foam It.

Seal It.

Forget It.

Providing the Highest Quality Insulation Service in the

Business.

Place

Low Cost Us Quality

Provider Service

Highest quality service and on time delivery. Service after the sale.

Place

• Come visit it us at our retail location at 1234 Grand Ave, Bozeman, MT, 59101

• Call us toll free at 1-800-555-1234 for a free consultation or schedule an appointment

• Try our website www.glacierinsulation.com from more information on products, services, and appointments

Promotional Strategy

• Widespread advertising to saturate the market. This would include our newly created website and our listing in the Yellow Pages Directory.

• Direct mailings to our target market. • Attend promotional and publicity events such as Home

Improvement Shows and the Home Builders Association. • Offer Brand quality insulation for brand recognition. • Training to our workers and staff for consistent and

accurate information for our customers. • Have ongoing contact with our customers and maintain

those relationships.

Promotion

• AIDA– Attention– Interest– Desire– Action

Promotion

• Attention– Increase brand awareness through word of

mouth and local advertising– Brochure

• Interest– Superior insulation product and superior

customer service– Website

Promotion

• Desire– “At Cost” jobs for large scale customers

• Action– Yellow Pages– Professional and Personal Selling– Mail– Word of Mouth

Price Objective

Sales and Service OrientedGrowth in the Market Share

We provide a quality insulation service for consumers. We pride ourselves in offering the

finest insulation product, installation and service in the business.

Price Strategy

Penetration

Elite Market-People are willing to pay for quality

Sell to a specific target market in Big Sky of consumers with a higher than average

income in Montana

Price Strategy

• Average Competitor Price

$4000/set of insulation

$80/hour installation

• Our Price

$4500/set of insulation

$80/hour installation

Price Advantages

• Quality Installation Service

• Service After the Sale

• Individual Professional Consultations

• Less Job Time Resulting in Less Spent in Labor Costs for the Consumer

Price Incentives

We will provide “At-Cost” small jobs for first time Large Scale customers in order to

demonstrate superior quality.