Greens Manicure Service
This sample marketing plan was created with Marketing Plan Pro software.
Greens Manicure Service's segment will be initially targeted by canvassing the neighborhood and offering a free estimate and cut. Steve will be basing the business out of his parent's home, right in the middle of a target neighborhood. Steve will walk the neighborhood and leverage his relationship in the community to gain a foothold. Although some people are put off by solicitors, Steve is their neighbor and they will recognize him so he will generally be able to make his spiel.
Steve will also run advertisements in the local community paper to gain a foothold in different neighborhoods.
Get practical ideas and good models with dozens of examples of successful
marketing plans with Sales and Marketing Pro.
Greens Manicure Service's mission is to provide the customer with professional lawn care. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
Greens Manicure Service will be targeting one specific group of customers, the suburban middle class. Greens is targeting middle-aged homemakers as they are more likely to rely on a lawn service. Younger homemakers are more likely to do their lawn themselves. Greens will also be targeting homes that do not have teenage children likely to help out with the lawn.
The median income is $60-$120k, just enough to have disposable income for the care of their lawn. Greens Manicure Service will be targeting larger size lawns, from 4,000-7,000 square feet. This is done because the margins are higher with larger lawns once you factor in transportation time and costs. Lastly, white-collar families will be targeted instead of blue collar families as the blue collar families are more likely to do the lawn themselves.
Greens will position themselves as a local, residential lawn care service. In order to achieve the desired positioning, Greens will leverage its competitive edges:
Steve truly believes that professionalism and quality are the factors that attract and maintain customers. Consequently, Steve will be truly vigilant in ensuring that his competitive edges are always apparent to the customer as his livelihood is dependant on this.
The single objective is to position Greens as the premier residential lawn care service. The marketing strategy will seek to first create customer awareness regarding services offered, then develop the customer base, and finally work toward building customer loyalty and referrals.
The message Greens seeks to communicate is that it offers professional, flexible residential lawn care services. This message will be communicated through a variety of different methods. The first method will be a networking/canvassing campaign. Steve will cover the neighborhood and introduce his neighbors to his new lawn care service.
Steve will also rely on advertisements in the local community newspaper to increase visibility for Greens.
Greens' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
While in the process of writing both the business and marketing plan, Steve circulated a questionnaire. The purpose of the questionnaire was to solicit the thoughts and perspectives of various typical customers. Steve handed out a total of 100 questionnaires and had a return rate of 40%. The high return rate was a function of the fact that Steve distributed the questionnaires by hand and included a coupon for his service.
The questionnaires provided Greens with a wealth of information. Some of the information were assumptions already held, while other information were things that Steve did not previously have any insight into.
Get practical ideas and good models with dozens
of examples of successful marketing plans