Market Research & Customer Analysis

📍 Local Market Demographics

Area Population Key Demographics Storage Potential
Te Puke ~9,000 Rural, farming, lifestyle blocks High - boats, farm equipment
Te Puna ~2,500 Rural residential, orchards Medium - lifestyle storage
Papamoa ~30,000 Coastal, retirees, families High - boats, RVs
Tauranga Rural ~15,000 Lifestyle blocks, farmers High - equipment, vehicles

Total Addressable Market: ~56,500 population within 20km radius

🎯 Target Customer Segments

Primary Segments (70% of revenue)

Boat Owners • Ages 35-65
• $75k+ income
• Need winter storage
• Value security
RV/Caravan Owners • Retirees
• Seasonal travelers
• Limited home storage
• 6-9 month storage
Classic Car Enthusiasts • Collectors
• Need covered storage
• Pay premium rates
• Long-term contracts

Secondary Segments (30% of revenue)

Tradies • Equipment storage
• Materials overflow
• Flexible terms
• Price sensitive
Farmers • Seasonal equipment
• Hay/feed storage
• Large spaces
• Rural preference
Moving/Transition • Short-term needs
• 1-3 months
• Quick access
• Various sizes

📊 Market Size Estimation

Category Estimated Units % Needing Storage Target Customers Our Share Goal
Registered Boats (20km radius) ~2,500 20% 500 20 (4%)
RVs/Caravans ~1,200 25% 300 15 (5%)
Classic/Extra Vehicles ~3,000 10% 300 20 (7%)
Farm/Trade Equipment ~800 15% 120 10 (8%)
Total Potential Market 1,220 65 (5.3%)

🔍 Customer Research Findings

What Customers Value Most (Survey Results)

Factor Importance Our Position Action Required
Security ⭐⭐⭐⭐⭐ 🟡 Planned Install cameras, lighting
24/7 Access ⭐⭐⭐⭐⭐ ✅ Yes Gate keypad system
Price ⭐⭐⭐⭐ ✅ Competitive Monitor and adjust
Location ⭐⭐⭐⭐ ✅ Excellent Signage for visibility
Covered Storage ⭐⭐⭐ ✅ Available Highlight in marketing
Online Booking ⭐⭐ 🟡 Future Add when viable

📈 Market Trends & Opportunities

Growing Trends

  • RV Boom: 30% increase in RV ownership post-COVID
  • Downsizing: Retirees moving to smaller homes
  • Remote Work: People buying recreational vehicles
  • Housing Density: Less storage in new builds
  • Boat Ownership: Coastal lifestyle popularity

Market Gaps

  • Affordable Boat Storage: Limited options locally
  • Flexible Terms: Most require 12-month contracts
  • Rural Convenience: City storage too far
  • Large Vehicle Access: Many sites too cramped
  • Personal Service: Corporate facilities lack touch

🎯 Marketing Channel Effectiveness

Channel Cost Reach Conversion Priority
Facebook Local Groups Free High 15% 🔴 High
Word of Mouth Free Medium 40% 🔴 High
Roadside Signage $500 High 5% 🔴 High
Google Ads $200/mo Medium 10% 🟡 Medium
Local Paper $150/mo Low 3% 🟢 Low
Boat Club Partnerships Free Targeted 25% 🔴 High

💡 Key Market Insights

  • Seasonal Demand: Boat storage peaks April-September (winter)
  • Price Sensitivity: $10/week difference can swing decisions
  • Trust Factor: Local ownership matters to rural customers
  • Convenience: Easy access more important than fancy features
  • Growth Potential: Market underserved, room for 2-3 facilities
  • Network Effect: Boat owners refer other boat owners

📋 Action Items from Research

  1. Immediate: Join local Facebook groups and boat clubs
  2. Week 1: Create referral program with incentives
  3. Month 1: Install professional signage on main road
  4. Month 2: Partner with local boat dealers/repair shops
  5. Month 3: Launch targeted Facebook ad campaign
  6. Ongoing: Build relationships with RV dealers