CaptainTreeYak29
CASE 2 THE ULTIMATE GARAGE Ultimate Garage has been providing…
CASE 2
THE ULTIMATE GARAGE
Ultimate Garage has been providing discerning residential garage owners with custom, high-end
storage and organizational solutions since 2003. When Hutton attended the Bachelor of Applied
Entrepreneurship pro- gram at Mount Royal College, he had a very clear concept for his business
plan class. He envisioned incorporating the latest computer-generated interior design software,
top-of-the-line storage and organizational systems, and expert professional craftsmen in its
residential and commercial garage projects. Following extensive research, including
demographic analysis of ga
rage owners in the Calgary area, and home renovation analysis, the
venture was launched.
Extensive costing had been prepared, and promotional venues, such as trade shows, were
booked. Clients followed. It is now trendy in Alberta to “gussy up your garage” according to
Jamie Hutton, co-owner of Ultimate Garage, a successful Calgary-based company that builds
custom, high-end storage and organizational solutions for discerning residential garage owners.
“The garage is really the last frontier in home renovations,” says Hutton. “Homeowners are
buying into the fact that an eye-appealing garage that is clean, well-organized, and functional is
going to add value to their property and enhance their quality of life.” Hutton says garages are no
longer the place to dump stuff that does not fit elsewhere in a house. “Homeowners are taking
real pride in having a garage that is a visual showcase and an expression of their lifestyle.”
Hutton was also quick to point out that it is not just the car collector or carpenter hobbyist
leading the charge in remodelling garages. “There are a wide range of renovators from the family
that wants a visually appealing and clutter-free garage, to the ultimate gardener, the sports
enthusiast, the fitness buff, the wine collector, the games room player, and, increasingly, the
home-based business.”
The array of top-of-the-line garage products and services available can be mind-boggling to the
average homeowner, who in a fast-paced Alberta economy does not have the time and patience
required to do it himself, preferring instead to rely on experts such as Ultimate Garage. “We
make this process as painless as possible,” says Hutton. “Initially, we meet with the
homeowners, determine their specific needs, select products to achieve their objectives, and then
create a computer-generated drawing of what the garage will look like when done. From that
point forward, modifications can be made and the garage transformation is ready to start.”
Communication is key to any successful renovation. It is important for the homeowners to know
what products are available and best suited to their specific needs. “We work from the floor up,”
explains Hutton. “Our clientele are educated about the types of floor coverings and floor mat
systems, storage cabinets, shelving, wall brackets, work stations, ceiling storage racks, lift
system (for automobiles, motorcycles, and garden tractors) and lighting. We provide a complete
wall-to-wall package.”
A new garage and workplace floor covering with a 20-year limited guarantee is also available.
“Our new resin-based flooring system is ideal for those that want a new garage floor in a day,”
says Hutton. “Previously, resurfacing an existing garage floor took several days. For a typical
two-car garage, we are able to install and cure the floor on the same day. This allows
homeowners to leave for work in the morning and come home in the evening to a brand new
garage floor.”
Hutton pointed to several features that make this system the ultimate long-term garage floor
solution for Albertans:
One-hour cure time for liquid applied resin-base flooring
Installers are trained and approved contractors
One application, seamless system
100 percent reactive resin; solvent-free
Available in a variety of colours incorporating pigmented, quartz, and flake systems
Waterproof and stain resistant
Superior UV resistance
Resistant to chemical attack, mechanical abuse, and abrasions
Different levels of slip resistance are possible
Easy to clean and maintain
Some clientele want a specific look and feel to their garage. “Themed garages are growing in
popularity,” says Hutton. “As an example, for the ultimate garage mechanic, we offer a complete
line of ‘automobilia’ products such as vintage signage and electric wall signs. When it is done,
people will literally stop their cars in the middle of the street to gawk at your new garage.”
“Our business has been growing steadily,” says Hutton. “Anyone can mount a bracket on a wall.
What makes Ultimate Garage differentand one of the main reasons for our success is because
we work very hard at creating the right lifestyle enhancements for our discerning customers that
ultimately improves the value of their propertywe take the extra time to educate them en route
to designing and delivering a sophisticated storage and organizational solution that is right for
their needs.”
QUESTIONS
1) What marketing strategy is Ultimate Garage pursuing?
2) How could Ultimate Garage expand its services?
Note: Please answer each question within 250 words only
