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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.

Mission

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.

Marketing Objectives

  • Increase repeat customers by 15% per season.
  • Decrease customer acquisition costs by 8% per season.
  • Increase brand equity evidenced by unsolicited service requests.

Financial Objectives

  • Reach profitability by the first season.
  • Decrease the labor hours to complete a benchmarked job by 5% a year.
  • Generate sufficient revenues to maintain the seasonal nature of the business.

Target Marketing

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.

Positioning

Greens will position themselves as a local, residential lawn care service. In order to achieve the desired positioning, Greens will leverage its competitive edges:

  • Greens Manicure Service's competitive edge will be based on quality of professionalism. During the first year Steve will be doing all of the lawns with only one other employee. This provides him with direct supervision of the employee and direct involvement with the job. This will ensure customers receive a quality job. Steve knows what quality work is, based on previous experiences to be detailed under the Management section.
  • Greens' second competitive edge is professionalism. Steve will ensure that all interactions with the customer ooze professionalism.

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.

Strategy Pyramids

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.

Marketing Mix

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

  • Pricing: Greens will be able to offer competitive prices because of a low overhead structure.
  • Distribution: Services will be offered within a five-mile radius.
  • Advertising and Promotion: A combination of networking and advertisements will be used to develop a customer base and build brand equity.
  • Customer Service: 100% customer satisfaction will be targeted for every transaction. This will be instrumental in developing repeat customers and referrals.

Marketing Research

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.

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