Segments Served

Our market will be segmented into two segments that have common needs in order to respond similarly to a marketing action. Therefore, to gain competitive advantage with a specific segment we need to link needs to actions. Owning and maintaining a home is really expensive. However, due either to our own ambitions or Mother Nature inevitably we find ourselves making home repairs or home improvements to our houses. In some cases we put on our own home improvement or repairs DIYer tool belts and do it ourselves. There are many requirements to a useful and effective segment, the segment we tend serve will be measureable; accessible or rather reachable; sustainable and will last for a long time; different that other segments and unique to help in matching the characteristics of the segment to the services DIY Consultant is to able to provide; and finally actionable meaning that the DIY Consultant is willing and able to serve those segments with all our facilities. At the present time with the market becoming more diverse there is a consistent need for innovation and DIY Consultant will accept that the market as heterogeneous and will not look at one form of segmentation separately. That’s why we will serve novice and regular DIYers. Because, not only regular DIYers, but also new homeowners or novice DIYers often plow ahead into unchartered waters and end up costing themselves time, money and frustration. Additionally, DIY consultants will offer additional expertise and advice to those homeowners who are already regular DIYers but may need assistance with a larger than normal project or who may simply need a refresher before they begin a particular home improvement project to avoid costly mistakes, and grow the company’s pool of DIY customers at the same time.
Personal Knowledge
One of the primary problems with inexperienced DIYer is that they fail to properly educate themselves on the specific requirements of the task at hand. Novice home improvement DIYers frequently jump into a project without the proper knowledge, experience or training. For example, watching a thirty minute home improvement show on building a deck is far from sufficient enough training to simply go out and grab a hammer and start mounting your own deck. Therefore, basic carpentry and roofing skills need to be acquired first to ensure the deck will be constructed properly in accordance with applicable building codes. Additionally, social media offers many options to obtain information on nearly every conceivable subject. Home improvement advice is readily available in these venues. For example, on YouTube an individual can find many videos on someone describing the proper steps to accomplish a particular task. However, the danger is that these “experts” may not be qualified to give such information, and since this outlet is not held to any particular standard, the information provided may note be factually correct – resulting in potential loss, damage, or injury for someone who does not have the DIY competence to undertake such a project.
Personal Skill Limitations
The failure to recognize one’s personal skill limitations is another potential pitfall for the novice or inexperienced DIYer. As stated earlier, novice home improvement DIYers often think they are qualified to tackle a home improvement project simply because they know how to hold a hammer or operate a table saw. It is crucial to know that there is a big difference between knowing how to hold a tool versus actually using it properly. In addition, every home improvement project may require peculiar skills, physical strength, or even multiple pairs of hands.
Another mistake novice DIYers make is not fully recognizing exactly how much time is truly going to be required to accomplish a particular home improvement project (Weintraub, 2012). Some of them probably start out with good intentions such as “I’ll spend the next 8 weekends and afternoons dedicated to a project” to complete it, but in the end fill half their weekends and afternoons with other activities. As a result, the homeowner will find that the project is still not complete months beyond the original estimated date of completion.
Planning and Preparation
Planning and preparation are vital ingredients to success in any endeavor (HomeGuide123, 2012). Undertaking a DIY home improvement project is no different. To achieve DIY success, DIYers need to develop a plan that leaves as few stones unturned as possible. Thus, the better they plan the project, the probability of a successful outcome will also be better. By using a DIY consultant during the initial planning phase of a project, the homeowners may be able to accurately forecast all associated requirements and avoid potential delays or excess expenditures.
Cost Estimation
It is human nature to want more for less - we are inherently programmed to think this way. Therefore, when planning a home improvement project, DIYers must remind themselves not to underestimate the costs of the project. However, novice DIYer may not fully comprehend all the potential variables that could cause one to underestimate the total expense of a certain project (Weintraub, 2012). Inspector schedules, inclement weather, and improper material planning can have a major impact on the project budget. By utilizing the services of a DIY consultant during the planning phase of a home improvement project, the novice DIYer may prevent underestimating costs for the project.
Another factor associated with cost estimation pertains to the potential need for the homeowner to obtain funds from a financial institution to afford the home improvement project. In this case, it is critical that the homeowner remains within budget or they may find themselves in worse financial shape than when they started the DIY project. Further, the homeowner may be more successful in obtaining the loan if a more formal plan of the project can be presented. For this reason, it may be wise to consult with a professional DIY consultant so that the homeowner fully understands the financial requirements for the particular project (HomeGuide123, 2012).
Building and Construction Permits
Due to the numerous safety and legal requirements that accompany all forms of construction, the DIY homeowner must be completely aware of all associated permit requirements. However, failure to obtain the necessary permits is one of the most common mistakes made by novice home improvement DIYers (Weintraub, 2012). Local legislation may require permits to prevent damage to city property, to fulfill safety requirements, or to ensure that the tax assessor is aware that the property may increase in value once the project is complete. If the homeowner completes a project without first obtaining the necessary permits, they may be required to accomplish additional work to meet a particular building code, or in the worse case they may need to demolish the project outright. In either case, this additional expense will be the homeowner’s responsibility. By obtaining the advice of a consultant before beginning a DIY project, the homeowner will become aware of any required permits and will avoid unnecessary delays due to this oversight.
Proper Tools
Many home improvement projects require special tools. In order to minimize costs, novice home improvement DIYers may be tempted to make do or improvise with other tools to complete the project (Weintraub, 2012). In these situations, more often than not they end up wasting time and materials due to the use of improper tools. A DIY consultant will be able to detail a list of the proper tools that will be required to complete a project, which will save time and expense for the homeowner since they will be able to procure the right items at the very start of the project.
Using the Correct Materials
Due to insufficient knowledge about undertaking a particular home improvement project, novice DIYers may use the wrong materials that can harm the function or safety of a project (HomeGuide123, 2012). For example, using the wrong screws or nails on a deck could result in leaving ugly stains on the deck surface. Using the wrong types of fasteners with certain materials could cause the project to collapse. Other materials are designed for interior or exterior use, and as such may result in function failure due to inappropriate use of those items. By using a DIY consultant, the home owner will be able to purchase the correct materials for the specific site and location and avoid costly repair expenses in the future.
Safety Concerns
Another significant problem with novice home improvement DIYers is safety. The novice DIYer may be tempted not to obtain the necessary safety items such as ladders, work gloves, safety glasses, and other items that will protect them from potentially dangerous conditions around the home improvement work area. By neglecting to obtain these items, the homeowner may create a hazardous environment, and potentially harm oneself or others in the process. The homeowner may be able to avoid costly medical bills and lost wages due to an injury by first discussing these requirements with a professional DIY consultant.

References:
Wientraub, E. (2012). Top 10 do it yourself home improvement mistakes. Retrieved from http://homebuying.about.com/od/investmentproperties/qt/DIYMistakes.htm

Homeguide123.com (2012). DIY - A do it yourself guide to home improvement. Retrieved from http://homeguide123.com/articles/DIY_A_Do_It_Yourself_Guide_to_Home_Improvement.html