Confidential Business Plan: Do not distribute or copy this document without permission 6
The core purpose of the website is to close deals and process transactions from leads generated on the
website for construction contractors and their suppliers. It will do this by being a valuable tool for
consumers by supporting the following functions:
Hardware, tools, plumbing and electrical supplies: The hardware and tools provided will range from small
household purchases to hammers, screwdrivers and other household items that individual consumers
would need for home repairs. This expands our market into the average homeowner or property manager.
This is the main category that our sales will be directed towards.
Building materials: The building materials segment will include of smaller items such as insulation or
smaller fixtures. The company will not carry products at the complexity level of sand/lumber/glass or
other materials that require large storage and logistics.
Paint and sundries: We will provide mainstream paints that both the contractor and the residential
homeowner segment. Paints will range in brand and quality when obtained from suppliers.
The hardware industry is reflected based on consumer spending and the housing market. The sector
growth is expected to increase at 2% annually on average, however we anticipate revenue growth of 10-
12% per year.
Our key demographic are homeowners in Moncton and general contractors, particularly
smaller and independent ones. The current competition for hardware stores in the city only consist of a
Our target market of residential homeowners make a median household income of $60,750 and spends
an estimated $6,000 annually on household improvement or maintenance related expenses.
the revenue growth forecasts for the retail hardware industry by IBIS World Industry Research and
increases in North American market, we anticipate this number to grow steadily within the next six years.
Multiple research sources suggest that home owners spend $4,000 on average annually on home
Within Moncton, $3,597 is dedicated towards household operations and $2,194 on
household furnishings and equipment. There are 138,669 people in Moncton, with 58,761 households.
This would value the Moncton home improvement market at $230M, which would contribute to the
total market non including residential contractors.