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Good Earth Resources personnel will call on hauling firms to advise them of GER's facility, and provide maps to the site, hours, and pricing.

GER will offer similar tipping fees charged by other landfills, yet emphasize time and fuel savings, wear and tear savings, and longer operating hours to all users. GER will consider contractual incentives in certain instances and circumstances to increase profitability. Hauling waste with GER road tractors should provide financial incentive to St. Louis waste collection firms. This is a simple, intuitive solution, not employed by other landfills.

GER will attempt to secure tonnage from eastern seaboard and Midwestern cities. GER will offer price incentives in order to win long-term contracts with many of these municipalities. Both Martin Creek and Barton will each be able to handle in excess of 1,000 tons per day hauled into the respective rail spurs. Generating an import stream will be accomplished by the previously mentioned tactics as well as an advertising campaign within industry publications.

Mission

Good Earth Resources' mission is to provide the highest quality landfill experience. We exist to attract and maintain customers. When this maxim is adhered to, success will be ensured. Our services will exceed the expectations of our customers.

Marketing Objectives

  • Maintain a constant revenue stream.
  • Increase the amount of out of state refuse by 2.5% a quarter.
  • Improve the local public perception of GER's facilities.

Financial Objectives

  • Generate new revenue sources.
  • Holding spending as a percentage of sales at a specific level.
  • Increase profits by 1% a quarter.

Target Markets

Landfills or transfer stations are selected, if dumping fees are the same, solely due to the proximity of the waste hauler's route to their facility. Most likely, Martin Creek or Barton will not capture the business from hauling firms whose facilities are more than 100 miles distant, unless they need to dump their load after the closing hours of the other facilities. On the other hand, the hauling firms whose routes are close to the landfill will find these locations a boon to their business.

Both Martin Creek and Barton will accept waste on Saturdays. Small trucks and local residents will utilize the facility during this time. Rates for this type of waste are generally higher than for commercial waste hauling firms.

The target market can broken down into three potential customer groups, small haulers, "big three" haulers, and private haulers.

Positioning

GER will position themselves as a clean, convenient landfill serving the St. Louis metropolitan areas as well as out of state sources. Good Earth will leverage their competitive edge to achieve the desired positioning.

GER intends to offer clean facilities with easily accessible paved roads as opposed to dusty or muddy, foul-smelling landfills. GER will maintain the same price structure as competing landfills, but with longer hours of operation. The savings to the waste collection companies will be driving time, fuel, wear and tear on the vehicle, and longer hours of operation.

Strategy Pyramids

The single objective is to position Good Earth Resources as the premier landfill operator serving the St. Louis area. The marketing strategy will seek to first create customer awareness regarding the services offered, develop the customer base, and work toward building solid, long-term relationships with the customers.

The message that GER seeks to communicate is that they operate the finest landfill in the area. This message will be communicated through a variety of different methods. The first method will be a phone based networking/sales campaign. This method will help GER develop relationships with perspective customers that will lower the customer conversion costs.

The second method of communication that will be used is several different sales promotions. The sales promotions will be financial incentives used to generate new customers to try GER's facilities.

The last method of communication will be a targeted advertising campaign. Because of a limited marketing budget, GER must be resourceful with their money. Advertising in industry publications will be a cost effective method of communication because the readership demographics of the industry journals are representative of GER's potential customers.

Marketing Mix

Good Earth's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. 

  • Pricing- The basic pricing metric is a per ton charge.
  • Distribution- All of GER's services will be performed at the two facilities that they operate.
  • Advertising and Promotion- Good Earth Resources will be using three different tactics to accomplish their advertising goals: phone soliciting/networking, sales promotions, and advertisements.
  • Customer Service- Exceptional customer service will be necessary to develop long-term, mutually beneficial relationships with customers.

Marketing Research

All of GER's marketing research has been based on the management team's first hand empirical observations and experience from within the industry.  Their experience is as follows:

Co-founder Don Smith currently owns and operates Smith Environmental Services, one of the largest subsurface soil remediating businesses in Missouri with contracts throughout the state. Smith built a transfer station in Wellston, Missouri, a St. Louis suburb that accepted waste, removed recyclables, baled and hauled it to the same landfill in Washington County that GER has under contract, Martin Creek. At that time, he obtained the landfill-operating permit from the Missouri Department of Natural Resources and commenced operation. The facility was fully operational 16 years ago. After a partnership dissolution and the subsequent closure of Martin Creek, Smith became manager of three landfills in Chicago, Illinois for Land and Lakes, Inc. Prior to his departure, however, the business was fully operational and generating a reasonable cash flow.

Smith has a full operating familiarity with all of the equipment to be used in GER operations. He has worked with the companies who manufacture various components and suggested numerous design changes in their equipment, many of which continue to be in use to this day.

After his departure from the original Martin Creek operation, Smith took a position with Land and Lakes, Inc. of Chicago and eventually supervised the operation of three Chicago landfills for the company. All three of these landfills were in permit violation by the Illinois State Department of Natural Resources prior to Smith's involvement. Within months under his supervision, all permit violations were cleared. Additionally, he stopped the landfills pollution of the Little Calumet River. This river is no longer polluted and is safe for fishing and boating. Later he worked for D & D Disposal to operate their Gary, Indiana landfill. During these periods he became familiar with all forms of disposal, tire shredding, hauling, and landfill problems.

Between 1994 and 1999 Smith operated a hazardous waste treatment, storage, and disposal facility (TSD) for Industrial Fuels & Resources, Inc. Through his stewardship in this venture, the business went from a $600,000 annual loss prior to his joining the company to an $800,000 net profit on gross sales of $6,000,000+ in the first year, and growing from 33 employees to 130 employees. The business was sold in 1999 to Environmental Services of America, Inc. (Missouri Division). Smith continued to operate the facility through 2000.

After leaving he founded Smith Environmental Services that he currently owns and operates. Smith Environmental has remediated several hundred sub-surface tank sites and hazardous waste spills throughout Missouri, both private and municipal owned.

Co-founder John App met Smith in 1984 and has maintained a business relationship since that time. App owned several mobile home parks, one in House Springs, Missouri. Others were in Tucson, Arizona (four), and Las Vegas, Nevada. App also owned and operated Corporate Pension Funding, Inc. a licensed California Mortgage Brokerage firm. This business operated during the late 1970's and early 1980's and funded many mortgages with millions of dollars in private pension money.

Recently App was International Marketing Manager for a computer Compact Disk (CD) Duplicating Tower manufacturing firm based in Rome, Italy. App has a sales and management background both in business and the military, where he was an officer and Marine Aviator for the U.S. Marine Corps and served as helicopter pilot and maintenance test pilot in Vietnam. He was extensively trained in maintenance procedures and is an asset to GER with his extensive engineering and marketing experience. He was educated at Brown University, Providence, Rhode Island.

App will operate the sales and marketing team for GER as well as perform management duties as administrative principal.

G. Calvin Rathbone serves as Corporate Counsel and is a member of the California State Bar. He has specialized in civil litigation, including commercial, products liability, toxic litigation, and environmental issues. Rathbone served in the U.S. Marine Corps as a Marine Aviator and Marine Air Group Operations officer in the Republic of Vietnam. Prior to entering law, he was a professional airline pilot with a major airline and manager of sales and marketing for a manufacturer of severe service control valves for use in the exploration and production of oil and gas. He is a graduate of Carnegie Mellon University and Western State University College of Law. Rathbone will assist in the New York City marketing effort where he has numerous business and personal contacts.

Curtis E. Smith will be one of the landfill supervisors and has 23 years experience in all aspects of landfill operations. He worked for Resource Recycling 1984-1985 and assisted his father, Don Smith, constructing the facility, installing equipment, and starting the recycling center in Wellston, Missouri. He managed the second shift during that period. He is a certified Harris Press baler operator (the compactor/baler GER intends to install at each location). Between 1989 and 1994, he was supervisor of operations at D & D Disposal, Chicago, IL where he managed 45 laborers performing recycling and waste baling.

This extensive industry experience has provided GER will invaluable market research.

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