BUSINESS SUPPORT NICHE MARKET
Pursuing a niche in the construction industry can feel daunting, but the risks could well be worth the rewards CARVE OUT YOUR NICHE
P ursuing a niche construction companies – as it means saying no to general building work in favour of a narrower, more specialised section of the market. “The biggest concern was that there’d be a lack of enquiries given the niche product,” says Gary Finnie, Managing Director of FMB member Garden Rooms & Glamping in Scotland. “But I soon realised the spin-off market can be a big decision to make – especially for smaller products would carry me through the quieter days or turn into a secondary business if growth allowed.”
to something I could have tighter control of by supplying smaller buildings but still being involved with innovative design and construction methods. With garden rooms and holiday lodges, I can carry out most job functions myself, from ground works to joinery and painting if required. “I only call in subcontractors for electrics and plumbing for a complete installation or if I need to pull up the slack if my team is behind. I rely much less on others to complete a contract. If growth demands that I expand the team, the simpler design means things are easier to control.”
For example, in addition to Finnie’s main work of designing and building garden rooms and glamping pods, he has created a second trading brand, Ground Screws Scotland, to provide foundations more sustainably for domestic and commercial projects by reducing installation time when compared with concrete, while also minimising disruption to the environment. It’s worth pointing out that Finnie’s additional spin-offs are in markets that are even more niche: sauna units, cinema rooms, BBQs or pop-up kitchen pods, toilet and shower units, and solar power units.
Going niche, Finnie explains, has been a positive experience. “We have created a seamless modular building process that is innovative and non-invasive. The installation of a client’s garden studio is quick and hassle-free. And the experience is one of collaboration and communication to ensure their bespoke garden studio is exactly as they want it to be, with the best craftsmanship available.” Searching for control Before specialising, Finnie was working as a general contractor on renovations and extensions. “My main motivation was to downsize
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Master Builder
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