ASUL's rigorous prototyping and testing process revealed three major desires within the modern home market.

Customization: Clients aren't interested in selecting a home from various models of static designs. Instead, clients want to customize their home based on site, locality, lifestyle, aesthetic, and budget.

Affordability: Clients with budgets of $125 to $200 want to purchase a modern, custom home but the traditional architect / contractor process is often cost prohibitive.

Predictability: Clients don't have unlimited resources and are deeply concerned with cost-containment. Additionally, sustainability and functionality of the home are critical to this market. Clients want their home to be built on-time, in-budget, and to perform as intended.

ASUL seeks to serve these goals through the Mass Customization business model. The result is increased customization without an inordinate increase in cost.