Mother's House Cleaning Service
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Mother's House Cleaning Service is entering its first year of business as a start-up organization. Sarah recognizes the imperative need for a comprehensive marketing plan to help ensure profitability. Mother's offers a comprehensive residential cleaning service that is both professional and trustworthy.
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Mother's possess good information about the market and knows a great deal about the common attributes of its most prized customers. Mother's House Cleaning Service will leverage this information to better understand who is served, their specific needs, and how Mother's can better communicate with this group.
|Wealthy one-income families||11%||1,876||2,082||2,311||2,565||2,847||10.99%|
|Affluent two-income households||13%||3,444||3,892||4,398||4,970||5,616||13.00%|
|Assorted "well-off" households||6%||2,876||3,049||3,232||3,426||3,632||6.01%|
Mother's is providing its customers with a professional, residential house cleaning service, aimed at the upper echelon of the market. Mother's seeks to fulfill the following benefits that are important to its customers.
The market trend in house 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.
This market shift has fueled the proliferation of different house 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 customers.
The market for residential house cleaning services has exploded within the last five years. The industry is now a $323 million dollar industry. The growth rate for this market is forecasted to stay at 9% for the next four years.
The market is likely to maintain better than average growth due to the lifestyle Americans have developed within the last five years, working longer and longer hours. The effect of the longer work week is that people have less time to take care of the personal maintenance responsibilities such as house cleaning. Instead, people will work and longer hours and pay someone to take care of other, less important or less desirable responsibilities.
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Mother's.
Mother's House Cleaning Service will provide a residential house cleaning service for the upper end of the market. Mother's will have two target customers:
MHCS offers house cleaning to these targeted customers. House cleaning ranges from cleaning of standard rooms such as kitchen, bathrooms, bedrooms, as well as more unusual jobs like small disasters from children and pets.
The keys to success are:
Mother's is still in the speculative stages since it is a start-up company just beginning operations. The critical issue that Mother's faces is to continue to take a modest fiscal approach; expand at a reasonable rate. Expansion should only occur if there is sufficient demand and the quality of services is not diminished.
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