Project Overview
Nordic Hideouts is an online portal that connects buyers with small cabin and sauna makers, helping users compare models and manufacturers easily.
The Problem Statement
Finding manufacturers of small and affordable nature accommodations is difficult and time-consuming.
Opportunity
Nordic Hideouts aims to fill a gap in the market by curating manufacturers of small and sustainable cabins and saunas for buyers.
Project Goals
- Collect and analyze information about the market, including its potential customers, competitors, and the general business environment.
- Create an MVP (Minimum Viable Product) website that makes it easier to find nature accommodation manufacturers.
- Encourage and motivate users to build and live sustainably.
Market Research
To come up with solutions, I wanted to understand better the individuals interested in nature accommodations.
- Who are the primary target audiences within demographics seeking nature and wellness accommodations?
- What are the specific preferences and needs of individuals looking for breaks from constant connectivity?
- What categories and features are most important to the target market when choosing lodging options?
Drawing insights from both online and offline discussions and researchs, I pinpointed the fundamental findings:
- Post-pandemic, people have become increasingly interested in nature and wellness tourism, as many would like to recharge and focus on their mental and physical health.
- Especially, millennials and generation Z with demanding jobs are looking for a break from constant connectivity and digital noise. The pressure to always be productive is losing its grip.
- Sustainability is integral to nature and wellness tourism, individuals prioritizing it in their holiday choices. A significant majority prefers eco-conscious lodging options.
- Escapers want to explore the great outdoors and enjoy various activities, from hiking to stargazing, before relaxing and sleeping in comfortable beds.
- The growing preference for staycations has unveiled a previously untapped market for upscale camping accommodations and experiences like glamping (glamorous camping).
- Couple glamping has been the most popular form in the Europe glamping market. The 2-person camping type will dominate the market in revenue and is expected to grow at the fastest in the next six years.
- In luxury outdoor experiences, cabins play a key role. In addition to them, the most popular categories are pods, bell tents, and domes. Outdoor saunas and specially wood-heated hot tubs are in-demand parts of glamping and wellness travel.
- Cabins located in beautiful natural surroundings provide an ideal escape promising a unique mix of comfort and adventure.
- The concept of off-grid living has gained significant momentum recently, offering a more sustainable lifestyle. Off-grid cabin operates independently of public utilities such as electricity, water, or sewage systems. Instead, it relies on renewable energy sources like solar panels, rainwater tanks, and composting toilets.
Google Trends
User Personas
Bio
Aino & Jose, in their mid-30s, are a young couple living in Helsinki. After working for ten years in demanding jobs in finance, they feel it’s time to follow their passion and make their dreams come true.
Thanks to several vacations and business trips, they have seen a lot of different places to stay. They feel that it is time to do things better and launch their own business in the tourism industry.
Nowadays, they value every opportunity to disconnect from the hustle and bustle of city life. Nature and well-being are important values for them.
Interests
- Outdoor Activities, Wellness, Design: Aino loves hiking, camping, and exploring nature trails. She is interested in wellness activities like pilates, yoga, sauna & spa. She enjoys home decorating and sharing beautiful designs on social media.
- Travel, Experiences, Technology: Jose allocates a significant portion of his budget to travel and experiences. He values unique getaways that provide a break from his demanding job. He appreciates the latest technology and gadgets. While he values connectivity, he also recognizes the need for occasional digital detox.
Behavior
- Travel habits: Aino enjoys spontaneous getaways and prefers unique, off-the-beaten-path experiences. Jose appreciates destinations that offer a blend of nature and wellness. He is inclined towards off-the-grid experiences, seeking tranquility and a break from urban life.
- Social Media: Aino is active on Instagram and TikTok, and follows travel and design accounts for inspiration. Jose is semi-active on Instagram and YouTube. He uses these platforms to stay informed about travel & tourism trends, discover destinations, and accommodations.
- Accommodation preferences: Aino appreciates high-quality visuals. Clear information about accommodations, amenities, and sustainability practices influences her decision-making. Jose likes using online platforms and mobile apps for booking and check-in, he values a seamless and user-friendly experience.
Goals
- Relaxation, Adventure, Disconnect: Aino values relaxation and stress relief in natural settings. She loves hidden gems and enjoys outdoor adventures. She finds it important to disconnect from digital distractions and enjoy the simplicity of nature.
- Rejuvenation, Memorable Experiences, Digital Detox: Jose finds it important to recharge and rejuvenate mind and body during getaways. He seeks memorable experiences, including a sauna and immersive encounters with Nordic nature. He values disconnecting from the digital world during nature escapes.
Challenges
- Work-life balance, Decision fatigue, Support: Balancing work and personal life, Aino has limited time for her passion project. She finds the plethora of options overwhelming and seeks curated service providers. She might encounter challenges or have inquiries while searching for information.
- Limited Leisure Time, Stress and Burnout, Trust and Authenticity: With a demanding job, Jose might have limited time for his passion activities. Given the demands of his career, he may grapple with stress and potential burnout. With the rise of online platforms, trust becomes crucial. He may be concerned about the authenticity of the services showcased on websites.
SWOT Analysis
Strengths:
- Niche focus on unique off-grid accommodations
- Local focus on Nordic manufacturers
Weaknesses:
- Limited global reach and relatively smaller user base
- Limited variety in accommodation types
Opportunities:
- Expansion into new countries
- Collaborate with local brands and manufacturers
Threats:
- Niche focus limiting overall market reach
- A long-lasting recession when companies are unable to invest in sustainable construction
Branding
Mission
The mission is to reconnect people with nature.
Vision
The vision is to create a platform to offer small, unique, and sustainable nature accommodations.
Values
- Wellbeing: Recognizing that Nature has profound benefits for health, Nordic Hideouts aims to provide spaces where people can unwind, de-stress, and reconnect with their well-being.
- Freedom: Hideouts helps to break free from the daily constraints providing an escape, where people can disconnect, unwind, and revel in the freedom of being surrounded by unspoiled nature.
- Sustainability: Environmentally friendly practices in cabin selection and operations. From the use of renewable energy sources to waste reduction, sustainability is at the core of our approach.
- Authenticity: Offering genuine and unique experiences that reflect the essence of Nordic nature. Each handpicked cabin model and manufacturer is a value proposition to the authenticity we promise.
Voice
- Warm and Inviting: Communicating in a friendly and approachable manner, making users feel welcomed.
- Nature-Inspired: Using language that reflects the beauty, tranquility, and authenticity of nature.
- Empathetic and Understanding: Speaking directly to the user personas and acknowledge their need to realize their dreams and follow their passion.
Visuals
- Earthy Tones: Using colors like greens and greys to evoke the natural landscape.
- Nature-Centric Imagery: Showcasing stunning visuals of Nordic forests, cabins, and serene landscapes.
- Modern Simplicity: Choosing clean, sans-serif fonts that represent modern design principles, ensuring readability across digital platforms.
Unique Value Proposition
Nordic Hideouts seeks to differentiate itself by offering not just cabins but a holistic experience that harmonizes with nature, promotes well-being, and provides a unique retreat into nature.
Heading: Create Your Dream Cabin Retreat
Partner with local cabin & sauna experts to bring your nature escape vision to life.
Subheading: Sustainable Prefab Cabins & Tiny Houses for Sale
Discover curated prefab cabins, outdoor saunas & tiny houses from top Nordic manufacturers.
Summary
Nordic Hideouts is an online platform that connects buyers with prefab cabin and sauna makers across the Nordic region and beyond.
Recognizing the difficulty in finding small, affordable, and sustainable nature accommodations, Nordic Hideouts aims to bridge this gap by connecting buyers with eco-conscious manufacturers of small cabins and saunas.
The project focuses on understanding the growing demand for nature and wellness tourism, particularly among millennials and Gen Z who seek breaks from digital connectivity and prioritize sustainability.
Nordic Hideouts is launching an MVP website that makes it easier to find manufacturers and encourages sustainable living and spending more time in nature.
Market research reveals a rising interest in eco-friendly lodging options, particularly glamping, staycations, and outdoor wellness experiences like wood-heated saunas and hot tubs.
The goal is to create a platform that caters to these preferences while supporting local manufacturers.
