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What is the 5-in-5 Label Program?

In early 2015, the MBI Board of Directors embarked on a mission that they felt would both unify and benefit the entire membership of the organization. The goal was to focus resources and efforts on the goal of increasing the market share of the commercial modular building industry from its estimated 2.5% to 5% percent of all new construction starts by the year 2020. Essentially this means the board set a goal of doubling the market share over the next five years.

The first step in this effort was to get a better handle on the current market share. Through a series of interviews, discussions, and surveys sent to seventy-five North American modular manufacturers, MBI was able to get a more accurate reflection of market share.

MBI estimated that the total value of new permanent modular construction (PMC) projects put in place in 2014 in North America at US$3.813 billion. Comparing industry data to data from CMD (formerly Reed Construction Data), MBI determined that the market share for PMC in 2014 in North America was 2.93 percent of the value of new construction projects put in place.

The next step was to identify key markets for PMC going forward and to determine the current market share of each. MBI calculated the market share for PMC projects in key markets as follows:



Overall, the total market share for PMC in 2014 in North America was 2.93 percent of the value of new construction projects put in place.

MBI's focus now shifts to identifying growth barriers and opportunities in these key markets, while factoring in regional differences. The board recognized that there is not going to be a single, one-size-fits-all solution to growing market share and that key markets most certainly differ by geographic regions. There is also a recognition that if this effort is to succeed, it will require greater participation and support from the entire industry.

The next step is to develop specific plans to address and minimize regulatory barriers, maximize exposure, and identify relevant trade shows, speaking opportunities, and professional development needs. These plans need to be targeted and region specific, and supported and driven by the companies in those regions. This may require hiring a professional government affairs representative in one region to address a barrier, or marketing modular construction in a regional publication or website targeted for high growth potential. It could mean the further development of training resources identified by the industry such as the recent “Introduction to Commercial Modular Construction” developed with Clemson University. But it will certainly require better economic and forecasting data.

In the past, these programs and services were funded by revenue from the MBI Seals program. The challenges with continuing to fund this ambitious goal in that manner are numerous, including limited participation from manufacturers and a lack of region-specific plans of action.

As such, we are asking ALL MBI members to support the Five in Five initiative not just manufacturers. Manufacturers will still be asked to support the effort based on production figures and will be sent an invoice in the second quarter of the year based on prior year production.

Additionally, fleet owners, contractors, suppliers and associates will be asked to support the program at a flat participation fee of $500 annually. All participating companies will be recognized on the MBI webpage as well as in special email and enhanced outreach campaigns. But the primary benefit all companies should expect to receive is more business as a result of this effort.

Funds generated by this effort will be allocated to MBI’s four main committees for implementation: Public Relations (PR); Government Relations (GR); Business Development (BD); and Professional Development (PD). Funds may also be allocated to specific research opportunities that have high yield / high exposure potential for the industry. Active and engaged committees will also be key to this effort (all committees are open for any member to participate).

Summary:

Currently the industry is just under 3% of all new commercial building construction starts with a goal of reaching 5% by 2020. MBI will track progress and report regional results in its annual PMC report published mid-year with a goal or reporting 5% market share in the 2020 PMC annual report. Additionally, progress will be reported annually at MBI’s World of Modular Conference. This is an ambitious goal on the part of the association and its leadership, and will require greater input, involvement, and participation from the membership at large to be successful.