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Kaufman and Broad Home Corporation e-Business Strategy Recommendation
As Chief Technology Officer for Kaufman and Broad Home Corporation, one of
the nations largest homebuilders, I recommended a strategic e-Business plan that
enhances several aspects of the company's KB2000 business model / initiative.
The strategy revolves around the use of virtual technology to support the sales effort
and expand business operations through strategic alliances with key business
partners. Virtual
technology permits a potential buyer / customer to:
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tour any Kaufman and Broad
development from a virtual vehicle;
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select an available lot;
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select an available
home model suitable for the particular / selected lot;
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select / apply an exterior
elevation (color, facial style, etc.) to that home model;
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select / apply structural
options available on / for the home model (bonus room, bedrooms, fireplaces,
etc.); and
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select / apply internal options (type of wood, counter tops, title,
carpet, appliances, etc.) to the home model.
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After each selection, the potential buyer may view / virtually tour the
customized home model. The purchase
price is dynamically calculated as each option / feature is selected. Once the
potential customer completes the customization process, a proforma purchase
agreement may be prepared and the lot may be "reserved" for
twenty-four hours. Prior to expiration of the "reservation", the
customer must contact the sales agent and schedule a visit to the
development.
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The sales agent uses the customer's stored home model in
qualifying the purchase through a business-to-business link to
Kaufman and Broad Mortgage Company or a mortgage financier of the
customer's choice. Through the B2B link, K&B Mortgage can provide
"conditional approval" for a mortgage loan within 60 seconds.
Once the customer and K&B consummate the purchase, the customer's home
model is secured by encrypted joint passwords provided by the customer and
K&B sales agent.
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The customer's home model detail is then electronically
passed / interfaced to K&B's ERP and Construction Scheduling Systems.
Construction status is electronically posted/maintained on the secured Web site
including projected walk-through and move-in dates. In essence, the Web site
becomes the preferred means of communication and information exchange with the
customer. |
This e-Business model offers K&B several important advantages:
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Sales
agents and Showroom personnel support the customer's purchase by viewing / using
the same software / system as the customer,
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New revenue streams are generated by an expanded business-to-consumer
relationship that offers
new/additional product (such as offering furniture sales, ability to order
utility services, etc.) to K&B's customer,
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Long term customer
relationship is enhanced by using the e-Business solution to maintain post sale
interaction between the customer and the product vendors involved in
delivering / building the home (appliance vendor, HVAC vendor, electrical vendor,
et. al.) and
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K&B's ability to continually survey customer satisfaction
through this e-Business solution.
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This e-Business recommendation was accompanied by a joint venture proposal
for the initial phase of development between K&B and a top / leading
technology company (name may not be disclosed, under non-disclosure agreement).
The joint venture partner is to provide technology expertise; K&B is to
provide business expertise. |
The recommendation was favorable received by the CEO.
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