| Dimension | What they actually sell | What prospects believe they're buying |
|---|---|---|
| Product | Steel frame kit-set spanning two shipping containers | Complete, finished container building |
| Containers | Sold separately (no price advantage) | Included |
| Installation | Customer arranges third-party installer | Handled by Contained |
| Foundation | Screw piles sold separately (min. 100 from China) | Included |
| Starting Price | $14,950 for the frame kit only | $14,950 for a complete building |
| Total Project Cost | $40K-$100K+ all-in | Under $20K |
Every touchpoint says "buildings." The product is a frame kit. The customer sources containers, finds installers, arranges foundations, and manages the project themselves. That's not a building company. That's a component supplier.
The brand tries to be three things at once:
"Fully Enclosed Container Storage. Stronger. Smarter." "Do you provide installation services?" "Yes." Sounds like a building company. Isn't one.
"Innovative Steel Frame Kitset Systems." Frame only, from $14,950. This is the actual product.
"We offer shipping containers of all sizes." Competing in a commodity market with zero advantage. Jack Richards: "They always go 'oh I got a cheaper price' because there's so many people selling containers."
| Touchpoint | Message | Problem |
|---|---|---|
| Landing Page | "Transform your shipping containers into... buildings" | "Transform" implies they do the transformation |
| FAQ | "Yes, we offer installation services" | Confirms done-for-you expectation, but reality is referral to third parties |
| Brochure (post-lead) | Starting price $14,950 | Price shock: prospect expected complete building, gets frame-only price |
"A lot of people seeing it thinking it's going to be a really cheap solution."
- Jack Richards, QLD Distributor
"They always go 'oh, no, I got a cheaper price' because there's so many people selling containers. There's no market advantage."
- Jack Richards
Every touchpoint says "buildings." The product is a frame kit. Trust is broken on the first sales call before the conversation even starts.
$14,950 starting price looks affordable. Real project cost: $40-100K+. Most prospects select "Up to $20K" budget on the form. The real cost is 3-5x higher.
Many leads want standalone containers (commodity, no advantage) or small screw pile orders (minimum: 100 from China). These are listed on the website but aren't core offerings. Leads arrive, can't buy what they came for, and leave.
Four independent state distributors. No CRM. No automation. No standardised process. No centralised tracking. Follow-up is a manual email with a brochure attachment. No qualification, no nurture, no pipeline.
This product category doesn't exist in most prospects' heads. They search for "container sheds" and land on something they've never seen before. The funnel does nothing to educate them on what a kit-set system is, why it's different, or why the premium is justified.
Position as: "We build enclosed container structures, delivered and installed."
What changes: Full project responsibility: containers, frame, install, foundation. Price: $40-100K+. Distributors become project managers.
Pros: Eliminates expectation gap. Justifies premium. Higher deal values.
Cons: Requires operational capability the business doesn't have. Higher risk per project.
Impact: 60-70% fewer leads. Much higher conversion. $40-100K+ per sale.
Position as: "We supply engineered steel frame kit-sets for container buildings. You supply the containers and install."
What changes: Messaging says exactly what's included and what's not. Target: builders, contractors, commercial operators with their own install capability.
Pros: Honest positioning. Qualified B2B buyers. No operational complexity. Simpler sales process.
Cons: Smaller market. Abandons B2C entirely. Needs installer referral partnerships.
Impact: 70-80% fewer leads. 10-20x higher conversion rate. $15-50K per sale.
Position as: "Enclosed container building systems. Supply-only or full project management available."
What changes: Two pathways. Path 1: Kit-set supply for builders. Path 2: Full project coordination for end-users (with clear total pricing).
Pros: Captures both markets. Flexible.
Cons: Two sales processes. Continued confusion risk. More infrastructure needed.
Impact: 40-50% fewer leads. Mixed conversion improvement.
"Engineered steel frame systems that turn shipping containers into enclosed buildings. Supply only. You build, we engineer."
Current: "Fully Enclosed Container Storage. Stronger. Smarter."
Rewrite: "Steel Frame Kit-Sets for Container Buildings. Engineered in Australia. Shipped Nationwide."
Current: "Australia's Most Comprehensive Enclosed Container Building System"
Rewrite: "Container Building Frame Systems for Builders, Contractors, and Commercial Operators"
"We supply engineered steel frame kit-sets that connect two shipping containers into a fully enclosed building. Our system includes the frame, roofing, and cladding. You supply the containers and arrange installation. We can connect you with certified installers in your state."
| Issue | Fix |
|---|---|
| Shows starting price of $14,950 with no context | Show "Frame kit from $14,950. Typical complete project: $45,000-$80,000 including containers and installation." |
| No clear "what's included" breakdown | Add a clear scope table: what's in the kit, what's not, what's available as add-ons |
| No project timeline or process | Add a "How It Works" section with clear steps from enquiry to completion |
| No social proof | Add 2-3 commercial project photos with brief case study (units deployed, industry, location) |
| No installer information | Add: "We connect you with certified installers in your state. Or supply your own." |
This is the process that should be on the landing page, brochure, and explained on every sales call. Remove all ambiguity.
| Item | Who Supplies | Indicative Cost |
|---|---|---|
| Steel frame kit-set (frame, roof, cladding) | Contained Australia | From $14,950 (1 bay, 5m) |
| Shipping containers (2 per bay) | Customer or Contained (optional) | $3,000-$8,000 each |
| Foundation / screw piles | Customer or Contained (optional, min 100) | Varies |
| Installation labour | Customer's builder or referred installer | $5,000-$15,000 |
| Delivery | Contained Australia | Varies by location |
| Typical Total (1-bay project) | $30,000-$50,000 | |
| Typical Total (2-bay project) | $50,000-$80,000 |