The Beginning of the Journey
The idea to create a foldable house sprang from my desire to offer an innovative solution for mobile living. I have always been driven to create something new. At the age of 30, I couldn't have imagined that one day I would be supplying our homes to the German government without being part of a massive corporation. Yet, this dream became a reality thanks to perseverance and a clever marketing strategy.
Market Research
A common mistake many architects make is developing a product first and then considering where to sell it. I made this mistake too. For two years, the house prototype was forgotten until we began market analysis. To identify where our product would initially be in demand, we meticulously studied regulations in eight European countries, which took about a year. Our initial plan to use foldable homes at festivals, fairs, and concerts turned out to be impractical. Finding the right niche and adapting our houses to the market took another year. We realised that our homes could address the issue of migrant accommodation in Germany and serve as year-round housing, which required us to insulate them and develop models with varying living spaces.
First Installation in Germany
With a product in hand, a target country, and a niche identified, it was time for our first sale. We made significant concessions and put in a great deal of effort to make this possible. Our first client was an innovator, which allowed us to navigate several regulatory restrictions and place the foldable house on railway tracks, influencing regulations on prefab regulations in Northern Germany.
Strategic Partnership
A key factor in our success was partnering with our permanent local expert Thorsten who was well-versed in the nuances of working in B2B(business) and B2G(government). His knowledge of negotiation ethics in Germany was immensely helpful.
Government Contract
Following the successful demonstration of our house, municipalities began to favour our foldable homes to address their temporary housing issues. Our homes solved practical problems and provided excellent PR opportunities for the municipalities.
Lessons and Adaptation
Our journey demonstrated the importance of understanding and adapting to market needs. Initially, we had only an idea, but through careful analysis and strategic decisions, we were able to turn it into a sought-after product.
Market Research
A common mistake many architects make is developing a product first and then considering where to sell it. I made this mistake too. For two years, the house prototype was forgotten until we began market analysis. To identify where our product would initially be in demand, we meticulously studied regulations in eight European countries, which took about a year. Our initial plan to use foldable homes at festivals, fairs, and concerts turned out to be impractical. Finding the right niche and adapting our houses to the market took another year. We realised that our homes could address the issue of migrant accommodation in Germany and serve as year-round housing, which required us to insulate them and develop models with varying living spaces.
First Installation in Germany
With a product in hand, a target country, and a niche identified, it was time for our first sale. We made significant concessions and put in a great deal of effort to make this possible. Our first client was an innovator, which allowed us to navigate several regulatory restrictions and place the foldable house on railway tracks, influencing regulations on prefab regulations in Northern Germany.
Strategic Partnership
A key factor in our success was partnering with our permanent local expert Thorsten who was well-versed in the nuances of working in B2B(business) and B2G(government). His knowledge of negotiation ethics in Germany was immensely helpful.
Government Contract
Following the successful demonstration of our house, municipalities began to favour our foldable homes to address their temporary housing issues. Our homes solved practical problems and provided excellent PR opportunities for the municipalities.
Lessons and Adaptation
Our journey demonstrated the importance of understanding and adapting to market needs. Initially, we had only an idea, but through careful analysis and strategic decisions, we were able to turn it into a sought-after product.