Habitable | Application Preview
Habitable is seeking government grant funding to support its growth strategy. The funding will primarily be allocated towards technological expenses, which include hiring data scientists for data analysis and visualization, as well as covering maintenance costs for MailChimp subscriptions, Instagram ads, and a social media editor. Additional expenses may involve enhancing the risk assessment tool and providing small salaries for the founder and editor.
The business plan focuses on leveraging organic social marketing and storytelling to engage Gen Z and Millennials, who are increasingly concerned about climate risks associated with real estate. This demographic represents 62% of home buyers and sellers. Initially, Habitable plans to sell detailed risk reports before expanding its services to realtors and increasing data coverage beyond the United States and Canada.
With a request for $100,000, Habitable emphasizes that this lean amount is crucial for launching its operations and that the proposed strategy has the potential for rapid revenue generation, enabling substantial growth within the first year.
In terms of competition, Habitable identifies two primary rivals—First Street Foundation and Climate Check—both of which are non-profits focused on data analysis. However, the founder believes their approach lacks the branding and accessibility necessary for effectively communicating climate risk information to the target audience. Habitable aims to present this information in a more engaging manner, drawing on the founder’s background in branding and journalism.
The competitive advantage lies in the founder's unique combination of commercial and consumer insights, which are not present in competitors' models. Habitable’s risk reports are positioned to resonate more with consumers, suggesting a strong potential for market penetration and success against existing non-profit competitors.
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General Information
Business Registration Number: 027564730
Location: germantown, NY, United States
Length of Operation: 1-5
Number of Employees: 1-10 Employees
Annual Gross Income: Less than $100k
Annual Gross Expense: Less than $100k
Open to Loans: YES
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Funding Usage
The funds will cover tech costs which are mostly for data scientists and data visualization work. Other costs for maintenance for the MailChimp subscription instagram ads to grow the audience and for a social media editor. Other costs may include further refining the tool and paying small salaries to the founder and editor.
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Business Plan
My go to market strategy will start by using organic social marketing and storytelling strategy to build engagement with the core audience of Gen Z and Millenials who represent 62% of those who buy and sell a home who are most concerned about climate risk. We will sell the reports and then branch out to realtors. We intend to expand the data coverage of our risk reports (right now in US and Canada) internationally. The upside is limitless. $100k is a really lean amount to launch a business. My plan is a great one to fund because it has a revenue stream that will kick in almost immediately. With the security of this money in the bank, we would be able to achieve hockey stick growth in potentially the first year.
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Self Identified Competition
My top two competitors are not-for-profits - First Street Foundation and Climate Check. Both are approaching this audience from a data scientist lens. I'm a brander and journalist and i know how people need to receive this climate risk information - in a way that is branded and friendlier and not so scientific. I have expanded on both of their data and will be presenting information in a way that is digestible and useful. Neither of my competitors know how to monetize or brand this, nor do they know or have experience with this audience segment. I have proven success launching to this demographic. I answered this above. I have commercial and consumer expertise that is missing in both of my competition. My habitable risk reports will eat their lunch! :)
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