Miravel : Market and Competitor Analysis

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Miravel offers autonomous urban gardens, specifically the 'Wall Garden,' as a plug-and-play solution for buildings to provide fresh, hyperlocal produce for their tenants. Their system focuses on sustainability and community building, offering a unique amenity that integrates agriculture within urban environments. Miravel's technology minimizes maintenance requirements, making it an easy-to-implement solution for building managers.

Company : Miravel

Industry : PropTechAgTechSustainability

Major Markets

United States

Canada

United Kingdom

Key Competitors

Infarm

Freight Farms

ZipGrow

Miravel Key Value propositions

Sustainability

Tenant Engagement

Urban Farming

Property Value

Miravel Latest news

Angelina Jolie Sells Her Stake in Château Miraval

... Miraval in 2014; Angelina Jolie has sold her ... Miraval has been a ... Stay on top of important wine stories with Wine Spectator's free Breaking News Alerts.

Religious gatekeeping in red-rock country - High Country News

Dec 22, 2021 ... Two years ago, when a Muskogee Creek elder and friend asked to visit a site of cultural importance ... But nobody, including Miravel, is qualified ...

Dr. Gregory Scott Brown'S The Self-healing Mind - Miraval Resorts

In a season of incessant news, careening markets, and record heat, Dr. ... Brown offers scientific proof these practices can increase important neurochemicals in ...

Brad Pitt, Jolie and Château Miraval story takes new twist - Decanter

Feb 22, 2022 ... Muse de Miraval 2021, the latest vintage of the estate's top cuvée, is expected to be released in April. Brad Pitt and the Perrin family have ...

Miravel SWOT Analysis

Strengths

Innovative, sustainable solutionEasy-to-implement, low maintenance systemAppeals to environmentally conscious tenants

Weaknesses

Relatively new company, limited track recordPotential for high upfront investment costsDependence on technology and automation

Opportunities

Expanding into new geographic marketsPartnering with property developers and architectsDeveloping complementary products and services

Threats

Competition from established players in urban farmingChanging regulations surrounding urban agricultureEconomic downturn impacting real estate investment

Top Marketing Strategies for Miravel

Value-Based Pricing Implementation

This strategy helps Miravel determine a price point that aligns with the perceived value of their urban gardens for property managers. This encourages adoption by highlighting the benefits of fresh produce, tenant engagement, and sustainability, appealing to their target audience's needs.

Personalized User Onboarding

This strategy helps Miravel engage new customers by tailoring their initial experience to their specific needs. By providing a seamless onboarding process, Miravel ensures user satisfaction and encourages them to utilize their Wall Gardens effectively.

Interactive ROI Calculator

This strategy helps Miravel showcase the tangible benefits of their product to potential customers by quantifying the return on investment. Property managers can easily understand the financial benefits of incorporating Miravel's Wall Gardens into their properties, making the decision to invest more compelling.

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Miravel User Persona

Name:

John Miller

Age :

45

Gender :

Male

Occupation :

Property Manager

Industry :

Real Estate

Education :

MBA, Finance

Preferred platforms

GOALS

Increase tenant retention rates by 15% within the next year by implementing innovative and attractive amenities like Miravel's Wall Garden
Secure a 10% premium on rental rates compared to competing properties by offering unique and sustainable living experiences
Enhance the property's brand image and attract environmentally conscious tenants through visible sustainability initiatives.

Frustrations

Dealing with increasing tenant complaints about lack of modern and engaging amenities
Struggling to differentiate the property from competitors in a saturated market
Facing pressure from rising operating costs and shrinking profit margins

Name:

Emily Chen

Age :

32

Gender :

Female

Occupation :

Sustainability Director

Industry :

Commercial Real Estate

Education :

Master's, Environmental Science

Preferred platforms

GOALS

Achieve a LEED certification for the building by incorporating sustainable practices and technologies like Miravel's urban gardens
Reduce the building's carbon footprint by 5% within the year by implementing eco-friendly solutions
Foster a stronger sense of community among tenants through shared green spaces and locally-sourced produce.

Frustrations

Facing resistance from building management hesitant to invest in sustainability initiatives due to perceived high costs
Finding it challenging to engage tenants in sustainability programs and initiatives
Lack of readily available and easily implementable solutions for integrating sustainable practices into existing buildings.

Name:

David Kim

Age :

55

Gender :

Male

Occupation :

Owner

Industry :

Residential Real Estate

Education :

Bachelor's, Business Administration

Preferred platforms

GOALS

Increase the overall value of his multifamily property portfolio by investing in modern and desirable amenities like Miravel's Wall Gardens
Attract and retain long-term, high-quality tenants who are willing to pay a premium for sustainable living options
Simplify property management operations and reduce maintenance costs associated with traditional landscaping and gardening.

Frustrations

Finding reliable and trustworthy contractors for landscaping and property maintenance
Dealing with inconsistent quality and rising costs of traditional landscaping services
Facing difficulty in attracting younger generations of renters who prioritize sustainable and community-oriented living.

Miravel Geographic and Demographic Insights

Geographic Insights: The United States and Canada are the top two markets with a combined market share of 75%, followed by the United Kingdom, Australia and Germany.

Top Countries

United States
60%
Canada
15%
United Kingdom
10%
Australia
7.5%
Germany
7.5%

Demographic Insights: The target audience is primarily between 25-44 years old. There's a slight preference for the business amongst males compared to females.

Age Distribution

Gender Distribution

Miravel Socio-economic Profile

Household and Income Insights: The target audience predominantly falls within the 'medium' income bracket, with a propensity for households of 2-4 people.

Educational and Employment Insights: The majority of the target users are employed full-time or are business owners. They are highly educated with a university or college degree.

Households Size

Income Distribution

Education Level

Employment Status

Miravel Behavioral Insights

Interest-Based Insights: Target audience is interested in real estate, sustainability, technology, property management and aspects of modern, sustainable living.

Technology and Social Media Usage: The target audience prefers LinkedIn, YouTube, and Facebook, primarily using desktops for browsing.

Interests

Real EstateSustainabilityTechnologyProperty ManagementArchitectureInterior DesignSmart Homes

Device Breakdown

Social Media Usage

Miravel Top Competitors

Competitor	Estimated market share	Top domains
Infarm	40%	Vertical Farming, Hydroponics, Indoor Agriculture
Freight Farms	30%	Container Farms, Hydroponics, Vertical Farming
ZipGrow	15%	Vertical Farming, Aquaponics, Indoor Growing Systems

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