Marketing plan for Home Interior Majesty

Just ask and we will beautify your next task

OWNED AND OPERATED BY: STEPHANIE D. REDMOND

Created by: Medaille102

Table of Contents

Executive Summary ................................................................................ page 2 Mission Statement ................................................................................... page 2 Current Market Situation ........................................................................ pages 3-4 Competitor Analysis ............................................................................... pages 5-7 SWOT Analysis ...................................................................................... page 8 Marketing Plan Objectives ...................................................................... pages 9-10 Marketing Strategy ................................................................................. pages11-12 Action Programs ..................................................................................... page 13-14 Revenue ................................................................................................... page 15 Budget ..................................................................................................... page 15 References ............................................................................................... page 16

Executive Summary
Home Interior Majesty, Inc. is a locally owned business that provides home interior design and floral arrangements for residential and commercial properties. This marketing plan for H. I. M. is to increase commercial clients and broaden its customer awareness in the interior design community. Increasing revenue by 10% annually for the next 3 years is also a priority. Obtaining this will be accomplished by designing her business website, advertising in the local community newspapers and submitting request for proposals for city contracts. By introducing the brand in several different ways its target market will increase drastically, which will allow steady bookings.

Mission Statement
Home Interior Majesty specializes in elegant home and commercial dcor at competitive prices while exceeding the customers needs.

Current Market Situation

Home Interior Majestys office is located at 3267 Bailey Avenue in Buffalo New York. This location provides street parking, displays of finished products, and meeting space with prospective clients. Although, the current location is not convenient for walk-ins, H.I.M. travels to potential clients residential or commercial properties to meet and showcase before and after photos of previous customers. At this meeting an assessment can be performed to determine the cost of the project and gain further details regarding the clients needs. H.I.M. has plans to move to another location that will provide more opportunities for new clients.

H.I.M. receives clients through word-of-mouth marketing. Most of the clients have been residential, churches, and a few commercial properties. H.I.M.s goal is to increase the number of commercial clients that operate small to medium size businesses. The current location is within the 14215 zip code. Unfortunately, the demographics for this zip code do not promote an increase in commercial clients. For example this zip code includes mostly African American single women with a median household income of $27,338 (Inc., 2012). There are 478 businesses documented in the 14215 zip code, but H.I.M. Services are not known by those businesses. Therefore, in order to penetrate the commercial market H.I.M. must increase its visibility. Small to medium size businesses interior design needs vary. The primary goal is to provide superior service at or below the budget request of the clients request, within a reasonable schedule.

The use of interior designers has become a part of the main stream media as many reality television series showcase the convenience and value of their work. The department of labor anticipates the job outlook for interior designers to increase by 19 percent from 2010 to 2020
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(Labor, 2012). With most interior designers performing commercial designing for for architectural, engineering, and related services industries (Labor, 2012) H.I.M. endeavors to capitalize on this growing market. Commercial property clients require quality and affordable interior designing services. They also may require the designer to work non-traditional hours as not to impede the businesses daily operations. These clients are investing in their interior design to promote an experience for their customers to encourage further business. Understanding these needs is what commercial property clients are searching for when hiring interior designers.

H.I.M. offers a variety of dcor products. Products include glamour dolls, centerpieces, and interior decorating. The interior decorating promotes painting, floor tiling, color scheming, furniture redecorating, among other services. With a staff of up to five, H.I.M. can meet the needs of their clients while remaining within the clients budget. Pricing for items vary due to the nature of interior designing, and is determined based on each individual projects. Pricing also incorporates the costs of supplies and labor. Distribution of the services of H.I.M. is direct in that it flows from the supplier to the end user with no intermediaries.

Competition Analysis

The two competitors for H.I.M. are Pro Paint of Western New York Inc. and Darling Paint Company for commercial property projects. As H.I.M. seeks to increase its commercial clientele by 30% these two companies offer the greatest competition in that each of these businesses provides services to primarily commercial properties. The perception of a smaller interior design company being able to perform as competent as a larger interior designing company is one hurtle H.I.M. will encounter.

Pro Paint of Western New York Inc. is located on 6189 Blossom Court, East Amherst, New York 14051. This company offers:

Painting Wallpapering Dry Wall Repairs Power Washing Siding Restoration Deck Refinishing Water Damage Textured ceilings (Pro Paint of Western New York Inc., 2012).

The component that presents the greatest competition is Pro Paint of Western New Yorks painting and wall papering services. Pricing for the services they offer is not listed because it varies based upon the clients needs. To display the quality of their designing Pro Paint of Western New York Inc., uses before and after pictures on their website and testimonials
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of previous customers to validate their expertise. Distribution for this company is directly to the end user with no intermediaries. Their advertising methods involve printed media ads and ads on their website using the slogan WNYs interior and exterior painting professionals (Pro Paint of Western New York Inc., 2012).

Darling Paint Company is the other major competitor of H.I.M. They offer an array of interior and exterior services such as:

Latex and oil painting Hardwood repair, restoration, and refinishing Ceiling and wall repair Textured Ceilings or walls (Knockdown, Orange Peel & Popcorn) Drywall repair or installation Plaster wall repair and resurfacing Wallpaper removal, repair, and installation Wall covering application (paneling, wallboards) Wood and trim repair, restoration, and refinishing Cedar shake repair, replacement, staining and painting Deck staining and sealing Residential window glass replacement glazing & Caulking Power-wash painting preparation Additional surface-related construction (Darling Paint Company, 2012)

Darling Paint Company once located on Bailey Avenue in Buffalo has recently relocated to 60 Boxwood Lane Cheektowaga, New York. They advertise quality service with a portfolio
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available for viewing on their website. Darling Paint Company employs between 18 to 21 people at a time, including contractors and painters. Advertising methods include printed media, commercials, and a spotlight on AM Buffalo My Local Lookup (MyLocalLookup, 2011).

Pricing for projects are performed one on one with a Darling Paint professional that asses the size and complexity of the project. They encourage their clients to obtain three estimates to compare prices and quality before making a commitment to contract with them. Darling Paint slogan is No job is too small (MyLocalLookup, 2011). The reputation of this business is what they rely on for word-of-mouth marketing. They advertise their employees mandatory certification and compliance with the Environmental Protection Association and the Occupational Safety and Health Act guidelines. The distribution method for this company is directly to the end user with no intermediaries.

The strengths of both Darling Paint Company and Pro Paint of Western New York Inc., is that they have successfully built a brand, reputation and penetrated the commercial property market for interior design. H.I.M. seeks to do what these two companies have been doing for years. Weaknesses associated with these competitors is that they may charge a higher price for smaller projects based on their reputation and successful brand, whereas, H.I.M. would not be compelled to charge a higher price.

Marketing Plan Objectives

Short Term Goals: Created and paid for a four week advertisement in the local suburban Bee newspapers to increase potential customer awareness.

Created H.I.M. Website using GoDaddy.com, which will referenced on new business cards and Ads.

Revised Mission Statement

Created a business Facebook, which included a free Ad that will show up as a link for users. *All short term goals were done to increase revenue by getting her name out to the general public.*

Long Term Goals: Referred client to take advantage of free Small Business Administration grants for Women owned businesses and finance counseling services. These grants can help with possible relocation of the store front in the future and the ability to hire more employees.

Our group set up a meeting with SCORE that will help her long term vision for her business become obtainable which is to enter the commercial market for bigger and more lucrative contracts.

Our group has researched and requested H.I.M. to respond to open request for proposals for the local and county government contracts for the new Canalside project to obtain more commercial business.

Concerns: There is still concern regarding her competition, they are staffed better and they have name recognition.

Time management is a huge hurdle since the client can only schedule contracts after 2pm on weekdays due to her fulltime job obligations.

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Marketing Strategy

The marketing strategy is based on establishing H.I.M as the choice of people in need of interior design and products. Its the best choice for people that want the job done fast and affordable. Once the job is done the client will be pleased with H.I.M. It will be found that H.I.M will be the best choice to decorate homes or offices that is inviting and inspiring. H.I.M is known for: Excellent services Product choices specifically Superior consulting services

Positioning
Someone who is looking for a unique look for their home or offices will find H.I.M to be the best choice for their design needs. Clients will be impressed with how quick the project will be done and the superior quality of work. Unlike other interior design businesses, H.I.M will ask how much the client wants to spend and the products will be purchased.

Product
The product strategy is based on quality products. These can be products purchased from H.I.MS store location. H.I.M is best known for unique products made by owner.

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Pricing
Product Pricing is based on overall interior design market. The pricing will be based on what services are needed. For a basic room size of 12x15, the price would be $225-$250.

Distribution
The primary source of distribution is through the store location.

Promotion
The promotion strategy is to get referrals through new and existing clients. Newspaper Advertisements: Suburban Bee Social Networking: Facebook Website: Godaddy.com/H.I.M.

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Action Program
We have assisted H.I.M, Inc with several short-term goals and provided information for long-term goals as well. Short-term goals: First, revised the mission statement which was provided with the help and approval of Stephanie Go Daddy website was completed and a 4 week subscription with Suburban Bee community newspaper was purchased Face book page was set up displaying current and past photos of work performed along with business hours and days of operation Long-term goals: H.I.M will be involved with the SCORE association (Service Corporation of Retired Executives) in about two weeks. Score members are trained to serve as counselors advisors and mentors to aspiring entrepreneurs and business owners. These services are offered at no fee, as a community service. August 23, H.I.M will be involved with e-mail marketing, a webinar that can help improve response rates. The business will have the opportunity to learn to: Create great content and subject lines Learn the importance of colors, branding and design Expand the business reach with social media When to send and who-to send it to, this will give H.I.M the opportunity to hear how one company increased sales and gained 1,400 fans by using face book.
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Presenter- Azure Collier, constant contact and Lisa Boles. Duration- 1 hour Host: Score Association We also suggested that H.I.M utilize loans and grants search tools to get a list of financing programs and along with that H.I.M will write a proposal for request somewhere in the near future.

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Revenue
The past three years revenue has been averaging $9,167.00 on a part time bases, H.I.M. is looking to increase revenue in the short term by 10% for the next 3 years in hopes the profit will be around $12,000 yearly.

Budget
The budget was very small for this plan; we focused on small tasks we could accomplish in a six week time frame. $100 was paid toward the four week AD in the suburban Bee newspaper. $10 spent on 100 new business cards via Vista Print

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References

Darling Paint Company. (2012). Our Services. Retrieved from www.darlingpaint.com: http://www.darlingpaint.com/services.html Inc., N. L. (2012, August). Retrieved from www.neighborhoodlink.com: http://www.neighborhoodlink.com/zip/14215 Labor, D. o. (2012, July 11). Interior Designers. Retrieved from www.bls.gov: http://www.bls.gov/ooh/arts-and-design/interior-designers.htm MyLocalLookup. (2011, May 18). Darling Paint on Local Proud. Retrieved from www.youtube.com: http://www.youtube.com/watch?v=qBPa2jQHtiY&feature=plcp Pro Paint of Western New York Inc. (2012). Our Services. Retrieved from www.propaintwny.com: http://www.propaintwny.com/content/pages/our-services

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