Prefabricated modular design and construction have made notable inroads into such sectors as industrial, residential, hospitality and, more recently, office and healthcare. But Dafna Kaplan thinks that what’s held back the modular building industry from even greater market penetration has been suppliers’ insistence that they do everything: design, manufacture, logistics, land prep, assembly, even onsite construction. “That’s been their Achilles’ Heel.”
Kaplan is CEO and Founder of Cassette, a Los Angeles-based startup that designs and sells stackable apartment-living pods with move-in-ready 80-sf kitchens, 60-sf bathrooms, 130-sf bedrooms with double wardrobe, and 162-sf living rooms. Last October, Cassette unveiled its 600-sf, one-bedroom model unit designed by Craig Hodgetts and Ming Fung of HplusF Design Lab in Culver City, Calif., at a popup showroom open for tours.
Cassette started in 2019, but was stalled for a while by Covid-19 restrictions. During that lull, Kaplan—who previously worked in an advisory capacity with ConXTech and MATT Construction—did a lot of consulting. The Covid period also saw some high-profile modular manufacturers stumble and fall, which gave Kaplan insight into what did and didn’t work. During the year before Cassette introduced its product, Kaplan also benefited from conversations with industry leaders like RAD Urban’s Co-founder Randy Miller and FullStack Modular’s CEO Roger Krulak.
Her main takeaway from all this: “We learned not to do too much.”
Savings from modular construction come from process improvements
Proponents have long touted modular as an answer to helping lessen America’s chronic housing shortage and rising construction costs, and Kaplan is no different. Cassette’s “mission” is to reduce the cost of multifamily housing construction by 30% in three years, and double the speed of housing production. By focusing half of the building design toward a fixed product/fixed price model, Cassette would bring more predictability to construction.
“The trick to reducing construction costs is to get the entire system to function in unison,” Kaplan tells BD+C. The cost savings will come, over time, from process improvements “and getting better with every iteration.”
Hodgetts of HPlusF Design Lab, who holds two modular patents, adds that great design “doesn’t have to be expensive,” and asserts that Cassette’s formula of developing a product through a lens of manufacturing and prefab will “make modular construction a practical reality.” (The designers and Nick Butcher, Cassette's COO, knew each other previously and had worked together before. “It was a mind meld of mutual respect,” says Kaplan.)
Modular building units in production in 2023
Kaplan says that what separates Cassette from its competitors starts with price transparency. Modular suppliers are often circumspect about comparing their prices with conventional design and construction. Cassette states its pricing upfront, and while it doesn’t require minimum orders, discounts are available when customers buy more, ranging from $170,000 per unit for orders under 15 units, to $140,000 with orders of 101 to 300 units, with incremental price reductions in between.
Pricing covers predevelopment design team coordination, interior design, floor-to-ceiling window/sliding door systems, 100% preinstalled waterproofing, major appliances, tankless water heater, all fixtures and finishes, a split HVAC system evaporator coil, and onsite delivery, installation, and structural hookup.
When interviewed in November, Kaplan said her company was “in discussions” with a half-dozen general contractors. Cassette also has manufacturing contracts with factories in Malaysia and South Korea, and was in discussions with a factory in Mexico. (Kaplan notes that the supply chain, and not the logistics, is the most critical part of the modular business.) From order to delivery will take about six months, she estimates.
The 14.5x43-foot product is sized so that “you don’t need a police car on the road to transport it,” says Kaplan. The pods are stackable up to six stories and include bracket support for attaching balconies and corridors. (Sitework includes elevators and stairs, and there are extra costs for roof slope and membrane, foundations, public circulation areas, and additional exterior façade.)
Late last year, Cassette was taking orders, and Kaplan fully expects to be building projects in 2023. She didn’t reveal much, except to say that one project in Los Angeles County will be 30 units, and another 200. Cassette eventually plans to expand its assortment to include studio and two-bedroom pods. Kaplan is also keeping an eye on renter demographics to gauge future demand for different apartment sizes and features. “It’s all about good architecture and design,” she says.
Related Stories
Multifamily Housing | Apr 28, 2015
Mace and Make work on London's 40-story residential tower
The tower is one of six residential high-rises planned near London’s City Road, which is undergoing a mini construction boom.
Multifamily Housing | Apr 27, 2015
The empire strikes back: George Lucas proposes new affordable housing complex he'll finance alone
The latest plans are seen by some as payback for community opposition to his past real estate ventures.
Wood | Apr 26, 2015
Building wood towers: How high is up for timber structures?
The recent push for larger and taller wood structures may seem like an architectural fad. But Building Teams around the world are starting to use more large-scale structural wood systems.
Multifamily Housing | Apr 22, 2015
Condo developers covet churches for conversions
Former churches, many of which are sitting on prime urban real estate, are being converted into libraries, restaurants, and with greater frequency condominiums.
Green | Apr 22, 2015
AIA Committee on the Environment recognizes Top 10 Green Projects
Seattle's Bullitt Center and the University Center at The New School are among AIA's top 10 green buildings for 2015.
Multifamily Housing | Apr 16, 2015
3 award-winning affordable multifamily developments
San Francisco's Bayview Hill Gardens and the Broadway Affordable Housing complex in Santa Monica, Calif., are among the multifamily developments to be honored in AIA's 2015 Housing Awards.
Multifamily Housing | Apr 16, 2015
Seattle’s size restriction on micro apartments blamed for rise in rents
Seattle’s city planner recently said that the council’s new rules have made small apartments more expensive to build and charged the board with “overreaching” and not giving micro-housing “a fair shake.”
High-rise Construction | Apr 16, 2015
Construction begins on Seattle's Tibet-inspired Potala Tower
Construction on the 41-story Potala Tower in Seattle finally kicked off following a ground-breaking ceremony seven months ago.
Hotel Facilities | Apr 13, 2015
Figure-eight shaped hotel to open around PyeongChang 2018 Winter Olympics Facility
Just three miles away from the Olympic stadiums, the hotel will be a hub of its own.
Multifamily Housing | Apr 9, 2015
Multifamily development and transactions haven’t taken a breather yet
Despite predictions about an impending softening in multifamily construction, builders and developers continue to expand their market reach and portfolios.