The company, once a leader in the cement roofing industry, lost market share to competitors and diversified into new products. It launched InstaBuild, a line of prefabricated modular structures that offer faster, cheaper and more durable construction compared to traditional methods. The company aims to target customers living just above poverty and gain early mover advantage in this new market segment before competitors enter. It is promoting InstaBuild's benefits like speed, strength and environmental friendliness to institutional customers initially and plans broader retail sales and partnerships with banks and disaster relief agencies going forward.