You are on page 1of 6

Clean n Tidy Limited

Professional Cleaning Services


Executive summary
Clean n Tidy is professional cleaning services firm with a team of
experienced cleaners. Our range of services include commercial cleaning,
residential cleaning, ironing and laundering, carpet and upholstery cleaning,
and fumigation and pest control. Our target customers include business
organization with ten (10) or more staff, schools, government, and wealthy
households that can afford to pay a premium for our professional services.
Clean n Tidy Cleaning Service's projected growth rate is over 100% per
year. Clean n Tidy will be a home-based business for the first six months
with Kehinde Abiodun as the Director. By the end of year one, Clean n Tidy
will have fifty additional employees.
Mission statement
Our mission is to provide top-notch cleaning services to our clients with highlevel of professionalism and honesty, while offering maximum convenience
and taking the environment into consideration. We exist to attract and
maintain customers. Our belief is that, if we adhere to this maxim,
everything else will fall into place. Our services will exceed the expectations
of our clients.
The Market
Market Needs
Clean n Tidy is providing its clients with a professional cleaning service.
Clean n Tidy seeks to fulfill the following benefits that are important to its
clients.

Professionalism: All employees will be well trained to


professionalism from all of their actions and conversations.

Convenience: Clean n Tidy will provide its services in the manner that
is most convenient to the client.

Trustworthiness: Many people have legitimate concerns regarding


cleaning services in their home and the possibility of theft and
breakage. These concerns have been eliminated or significantly
reduced through a comprehensive screening and training process for
employees. Additionally, Clean n Tidy carries insurance designed to
cover any loss that the customer may attribute to the company.

SWOT Analysis

convey

The following SWOT analysis captures the key strengths and weaknesses
within the company, and describes the opportunities and threats facing
Clean n Tidy.
Strengths

An enthusiastic company with a strong, contagious leader.

A well designed training program to share and capture intellectual


capital for the organization.

Experienced and dedicated employees.

Weaknesses

Labor-intensive industry.

Inherent time lag when building goodwill and trust.

The difficulty of establishing brand equity as a start-up company.

Opportunities

A large percentage of the market that is unaware of Clean n Tidy.

Reduction in patronage of random house maids due to increasing


security risks.

Shifts in consumer consumption habits that are moving toward


increased utilization of cleaning services.

A business model that is easily scalable.

Threats

Employee turnover.

Presence of serious competitors

Competition

Individuals: There are still some individuals who are housekeepers for
either one family or a couple families as well as those hired by smaller
organizations to manage their cleaning needs. These individuals not
only clean, but also take care of errands for the family/business. This
type of competition is a shrinking market segment.

Independent Cleaning Companies: These companies are similar to


Clean& Tidy and vary greatly in quality of service.

Market Trends
The market trend in cleaning has shifted from individual service providers to
companies. Years ago, most families had a single housekeeper who was
responsible for the cleaning of their home(s). This individual was often
considered a member of the family. Less and less families these days are
serviced by an individual housekeeper. The trend is moving toward having a
cleaning service come into the home weekly. Organizations as well no longer
handle cleaning activities on their own, rather they outsource the cleaning
activities to cleaning service companies.
This market shift has fueled the proliferation of different cleaning services.
There has been a shift from individuals to companies, as well as a shift from
having the same service providers for five to 10 years to going through many
different companies, unsatisfied with their services. This change in the
market has created a receptive environment for a cleaning service provider
whose goal it is to develop long-term relationships with clients.
Marketing
The company will be marketed through a three-pronged approach. One prong
is the distribution of a color brochure detailing our services. The distribution
of this document will be targeted to hit the chosen segment. This will be
done by setting up strategic relationships with organizations or clubs.
Examples of this would be higher-end athletic clubs, country clubs, wine
connoisseur clubs, etc.
The second prong of our approach will be through word-of-mouth referrals.
Clean n Tidy will offer an economic incentive (such as a free visit) to
customers if they bring in new business. This will be effective because the
financial incentive will motivate their behavior, and people naturally like to
share good deals with their friends.
The third prong will be an advertising campaign in two of the local
newspaper. The advertisements will appear in the weekly home section of
the newspapers and social media (Facebook, Twitter, and Instagram).
Objectives
Marketing Objectives

Increase repeat customers by 10% each quarter.

Decrease customer acquisition costs by 15% per year.

Develop brand equity so that Clean n Tidy is commonly known as the


premier cleaning service provider.

Financial Objectives

Attain double digit growth rate for the next three years.

Reduce overhead costs by 5% per year.

Attain profitability within year one.

Marketing Mix
Clean n Tidys marketing mix is comprised of the following approaches to
pricing, distribution, advertising and promotion, and customer service.

Pricing: Clean & Tidys pricing scheme will be based on the


anticipated number of hours per project.

Distribution: Services will be provided within a 30km radius.

Advertising and Promotion: The most successful activities will be


brochures and a targeted advertisement campaign. These activities will
complement a referral system that is currently in development.

Customer Service: Clean n Tidy recognizes that the secret to


success will be exceeding customer expectations. To achieve this
objective, the employees will be equipped with a fair amount of
discretion to remedy most issues that may come up.

Positioning
Clean n Tidy will be positioned from the outset as a professional and
trustworthy cleaning service provider. Clean n Tidy will leverage its
competitive edge of human capital investments to achieve the desired
positioning.
We will begin with a rigorous training program for new employees. At the
outset, employees will be trained on how to clean. Granted everyone has
some idea on how to clean, but they will be shown a methodical way
producing a cleaner home more efficiently. We will then be training
employees to work effectively on teams. While there are some clients that
prefer individual cleaners instead of a team, Clean n Tidy generally works in
teams as they are more efficient. Working efficiently on a team takes
training, and through this team training, we will be able to make significant
gains in efficiency.
The next topic of training involves professionalism. Employees are given the
tools necessary to impress the most affluent clients. Professionalism is a skill

that is used throughout the service call, from the way the employee greets
and interacts with the client, to the way they clean, to the way they act when
they break that priceless vase (which in the inevitable case that something is
broken, Clean n Tidy has specific guidelines for the employee to follow to
resolve the conflict).
Clean n Tidy will train the employees to know what the expectations of the
clients are. They will be provided the tools needed to exceed these
expectations.
This extensive training, both up front, as well as continuously (called the
continuous learning system) builds a trust relationship between the company
and the client. It is the bond of trust that will not only earn Clean n Tidy the
loyalty of that customer but also the referral of several more.
Lastly, Clean n Tidy will emphasize the use of environmentally sound
chemicals. Other companies also use environmentally sound chemicals so
this is not a huge differentiation, but it is something that Clean n Tidy is
proud of, and will be mentioned.
Clean n Tidy will also be creating the appearance of professionalism
through the use of uniforms and large magnetic sign affixed to the side of
the vehicles used.
Strategy Pyramids
The single objective is to position Clean n Tidy at the top of the cleaning
market, commanding a large market share within four years. The marketing
strategy will first seek to create customer awareness, develop the customer
base, and work toward building customer loyalty and referrals.
This message will be communicated through a variety of ways. The first is
through printed materials (a color brochure) that will be widely distributed.
The second method is through an organized word-of-mouth referral system.
The last method of communication is through a targeted advertising
campaign in the two local newspapers in a section that guarantees
maximum publicity.
Break-even Analysis
Sales Forecast
The first month will be used to set up the business. It is unlikely much/any
business will be officially transacted during this month. In addition to dealing
with legal and accounting issues for the business, office equipment will be
purchased and set up. Once the physical office is ready the employee policy
and procedure manual will be developed. Then the training program will be

constructed. This will take a bit of time therefore it is very important it is set
up at the outset, ensuring that it is completed and done properly when there
are far less time constraints.
The second month will begin to see some activity. Clean n Tidy will begin to
field inquiries over the phone and expect to turn some of those into
contracts. The first week of jobs will be done as a team. As the number of
contracts begin to pick up, additional employees will be hired to form the
first employee team. By the time there is enough demand, a new team will
be trained and begin working. We hope to have a head-count of as many
employees as possible to ensure maximum efficiency.
The sales forecast is based on the assumption that increased demand will
occur at a steady pace.. This forecast is on the conservative side, it is
possible that because Clean n Tidy is superior to competing services that
things really take off, however, it would not be prudent to take that
aggressive side of a forecast. It is always better to error on the side of
caution.

Expense Forecast
The marketing expenses will be budgeted so that they are increased at first
in order to generate visibility for Clean n Tidy. The expenses will then lower
and remain steady until theres increased demand for our services.
Controls
The purpose of Clean n Tidys marketing plan is to serve as a guide for the
organization. The following areas will be monitored to gauge performance:

Revenue: monthly and annual.

Expenses: monthly and annual.

Repeat business.

Customer satisfaction.