Group 7

Case Study #7

Ultimate Garage provides residential garage owners with unique custom storage and
organization solutions. It is based in Calgary, Alberta and in Montreal, Quebec. To Jamie Hutton, the
purpose of garage renovation is so that “homeowners take pride in having a garage that is a visual-
showcase and expression of their lifestyle.” Ultimate Garage is a retailer that sells garage storage
solutions and garage renovations. Hutton believed that homeowners should take pride in their home,
even the garage through organization, functionality, and long lasting storage. Started in 2003 by Jamie
Hutton but changed owners to Terry Tout in 2012. With new ownership came the new name of Proslat
and the new location in Montreal.

Our operations:

1. Making an order -> appointment through online, call, or in person (office or showroom)
->located in Calgary and Montreal
2. Making an estimate -> Designs

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3. Choosing products (themes) -> flooring, cabinets, walling and speciality racks
4. Estimate time to be compete -> roughly within a week, up to 2.5 weeks on average

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Our strengths for Proslat are that Proslat provides their own products, 3D Print Model, Financial

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Service, Warranty, supplies their products to big companies (RONA, Home Depot, Lowe’s), Provides wide
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variety of customization. Our weakness is that we have high cost and weak online presence.
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Opportunities Proslat have are changes in technology, local/global events, social factors (people are
becoming busier and there is a demand to be more organized) and high market for home renovation.
The threats for Proslat include new competition and possible changes to the economy.
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For our target market we will look at Car collectors, as well as families that wants a visually
appealing and cluster free garage, in the stats Canada we found a total of 381, 845 families in private

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households. In a 2016 statistic from info house, 51% of planned home-related activities is renovation. We
also want to target home-based businesses. According to stats Canada 52,835 people work at home out
of 740,235 (14%)

These are our competitors: Specialized Garage, Planit Builders and Garage living. Garage living
right now is our biggest competitor

What makes Proslat better from our competitors, is the unique services they provide to their
consumers. Proslat provides a unique and effective way of allowing their customers to see a visual
representation of their project through a 3D rendered design. Another unique service Proslat offers to
their customers that our competitor don’t is the ability to help finance their dream project, through
Accord D. Proslat, also offers their own high-end products such as: wall panels, steel cabinets, flooring
and more. Proslat also offer a guarantee warranty for products. ProRacks and Edge cabinets have life
time warranty, in addition their flooring products have 20-year warranty and all other Proslat accessories
have 10-year warranty.

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Marketing Mix

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Products:
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Proslat provides garage owners with a custom, high-end storage and organizational at-home
service. This service includes: estimates and measurements, a 3D rendered sample design, and expert
installation with factory trained installers with years of experience.
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Not only do they provide custom installation services, but also a wide variety of furniture used to
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help design your dream garage. Proslat offers a wide select of: slat walls, cabinets, racks, lifts and
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flooring

Slat wall Cabinets Racks Lifts Flooring

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PVC Slat Wall Edge Series Pro Rack Hoist Polyaspartic

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Aluminum Slat Classic Series Tire Rack Powered Lifts

Wall
Fusion Series Double Hook
Elite Series Optional Shelf
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Ball Organizer

Price:
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Even though most of their items are quite pricey, they offer flexible payment options. With
Accord D Financing it provides consumers with quick and flexible financing, monthly payment schedule,
and amounts ranges up to $50,000. The installation service price all depends on situational factors such
as the size of your garage, the products being installed etc. The national average price to build a garage is
$26,000, the low end being $6000 and high end about $56,000 based on home advisor

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Slat wall Cabinets Racks Lifts Flooring

PVC Slat Wall Edge Series Pro Rack Hoist Polyaspartic
($2,012.76 – ($6,999.99 - ($399.99 - $79.98 N/A
$144.99) $379.99) $104.99)
Aluminum Slat Classic Series Tire Rack Powered Lifts
Wall ($2,999.99 - $71.99 ($299.99 -
($199.99 - $159.99) $579.99)
$349.99)
Fusion Series Double Hook
($4,399.99 - ($29.99 -
$349.99) $14.99)
Optional Shelf
$99.99

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Ball Organizer

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$44.99

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Distribution: rs e
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Proslat have two main ways of distribution. Proslat have two showrooms located in Calgary
(1679 32nd Avenue NE, Calgary, Alberta) and Montreal (225 Industrial Blvd, Chateauguay). These
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showrooms allow potential customers to preview all of the different finishes and colors available and
also meet with qualified specialists to help you on your dream design. The second is their website,
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www.proslatgarage.com, where consumers can select through a variety of different products

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Promotion:
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Social media:
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We currently have an active Facebook, Twitter, YouTube and Instagram page. We want to treat
these platforms as a “showcase”, and also a way to obtain feedback and interact with our customers. We
hope to use our social media presence to reach out to potential consumers by posting more showroom
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designs on our social media platforms. We also use these platforms to alert consumers of upcoming
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event or special deals. We hope to create an engaging audience through customer interaction by
creating polls, and giveaways which will allow us to create a more active community.
Radio:
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We want to reach our target through radio advertisements to help our consumers to understand
the need of this service. We will help create a mental imagine of having a dream garage that is cleanly
organized while they are in their car. The ad will be played on 98.5 virgin radio.
Billboard advertising:

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With our radio advertisement, this will help complete the visual design in the consumer’s mind. We will
be placing our ad at 28 Kingview, this place averages 12,441 daily views
Word of mouth:
This is one of our most effective ways of advertising. In order to create an effective word of
mouth outcome, we will have to focus on our customer service, and quality of work. Our main objective
is to exceed our customers’ expectations, not only to create a loyal customer but to get that customer to
recommend this company to his friends/family.
Tradeshows
We will be attending different tradeshows that will attract our specific target market,
such as automotive trade shows. World of Wheel in Edmonton attracts 1000 – 3000 visitors
Product Addition, there are 3 products we want to implement: 1. Car lift, on average ~$4,000 2. Garage
Doors (~$1150 - $2500) depending on material 3. Heated driveway, On average $12-$21 per square foot
~3800 -7500

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