JRM Enterprises — Business Feasibility Study

Need Identification

A rising lifestyle trend — people converting vehicles into mobile homes — was creating demand that existing companies weren't fully meeting. Most vendors sell generic conversion kits for specific vehicle models, forcing customers to visit multiple shops for different modifications. There was no "one-stop shop" offering fully custom, luxury, client-specific conversions from consultation to delivery.

JRM Enterprises was conceived to fill that gap: provide unique vehicle modifications designed around each client's specific lifestyle of on-the-road (and off-road) living.

The Venture

Location: Salt Lake City, Utah — chosen for its proximity to outdoor recreation markets and lower commercial real-estate costs.

Value proposition: Centralized, custom luxury conversions. Instead of sending your van to three different shops, JRM handles everything — design consultation, mechanical work, interior build-out, paint, and detailing — under one roof.

Vehicles: Primarily Class B (small) motorhomes, aligning with the industry shift away from large Class A RVs. The rising electric vehicle market was identified as a future growth vector requiring new conversion products.

Industry & Marketplace

The recreational vehicle industry is mature but shifting:

• −0.1% projected annual growth through 2027 for the overall market (IBISWorld).
• A clear shift from Class A to Class B (smaller) motorhomes — the segment JRM targets.
• Rising EV adoption (post-2020 acceleration, per Statista) creating demand for conversions compatible with electric drivetrains.
• 43.4% of the market is individual shops; Thor, Berkshire Hathaway, and Winnebago hold ~53.4%.

Key competitors included Outside Van, Freedom Vans, Nomadvanz, EarthRoamer, and two Salt Lake City–based shops (Vertical Vans, Off Highway Van). JRM's price point (~$32,000) was competitive with the general conversion kit market, but with the added value of consolidation and design expertise.

Revenue Model

JRM proposed a tiered pricing structure determined during a design consultation:

• Tiered project pricing — tier determines raw-material budget; prices fluctuate based on vehicle type and specialty requests. Clients can supply their own base vehicle or JRM sources one.
• Subscription service ($100/month) — modeled on RV insurance (~$1,500/year), covering most repairs and general maintenance through the shop.
• Merchandising — future revenue stream as brand awareness grows.

An income statement was projected to demonstrate profitability within the first operating period.

Startup Requirements

Location

8,000 sq ft building at $10.56/SF/year = $84,480/year (LoopNet)

Labor

~10 employees at $30/hr average, 260 days/year = $1,872,000/year (Indeed)

Equipment

$42,000 — 10,000 lb car lift ($4K), welding ($5K), mechanic tools ($5K), wheel changer ($4K), mini paint shop ($23K), detailing ($1–2K)

Recruitment

$2,000

Customer Acquisition

$10,000

Total Startup

$2,025,000

Team & Roles

Each co-CEO owned a functional area:

• Michael Dattolo — Design Consultant: Works directly with customers to find a design that meets the needs of their lifestyle, determines appropriate pricing tier. Qualifications: product design background.
• James Mirvish — Financial & Capital Manager: Oversees company finances, capital goods, and pricing strategy. Qualifications: economics and budgeting.
• Jonah Kaiser — Marketing & Operations Manager: Runs marketing campaigns, manages the shop floor, ensures quality standards. Qualifications: car wrapping, detailing, basic mechanics, marketing.

Key roles identified for hiring: general mechanics, social media/tech manager, operations assistant, IT/data specialists for vehicle specification databases, and additional design consultants.

Decision

All three team members concluded the business was feasible and profitable. However, Michael and James elected not to pursue it further — profitable isn't the same as passionate. Jonah expressed interest in returning to the idea in the future as he develops expertise in the automotive field.

For the portfolio, this project demonstrates the ability to think beyond design artifacts — to evaluate markets, margins, staffing, and startup economics with the same rigor applied to product design.

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