Greens Manicure Service
This sample marketing plan was created with Marketing Plan Pro software.
Greens Manicure Service is entering its first year of operation. Steve recognizes that marketing will be critical to develop a sufficiently large customer base. Greens Manicure offers residential lawn care with an eye for detail. The basic market need is a lawn care service that is reliable and professional.
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Greens Manicure possesses good information about the market and has comprehensive information about the ideal customer. This information will be leveraged to better understand who is served, their specific needs, and how Greens can better communicate with them.
|Suburban middle class||12%||325||364||408||457||512||12.03%|
Greens Manicure Service is providing the market with a professional, reliable, lawn care service. Greens is able to offer customers flexible service offerings, meeting whatever needs they may have. Greens seeks to fulfill the following benefits that are important to customers.
The market trend for lawn care has been a movement toward specialization. Five to 10 years ago, many of the residential lawns were serviced by a large landscaping/lawn service company that typically provided landscape design, tree and shrub installation and sometimes underground sprinkler installation. The typical company serviced both residential as well as commercial properties.
Recently however, the industry had undergone a focus on specific customers. It has become more unusual for companies to serve both residential and commercial properties. Additionally, the companies have also specialized on their service offerings in addition to specialization of target customers.
The lawn care industry has grown at a consistent 4% for the last eight years. This industry has generated over $986 million in revenue in the U.S. last year. Growth is forecasted to continue at approximately the same rate for the next three years.
There is high confidence in the forecasts for several reasons:
The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Greens Manicure Service.
The lawn care business can be divided into two types, residential and commercial. As a smaller company or start up, it is much easier to enter into the residential market compared with the commercial market. The commercial market is dominated by larger, established companies.
Within the residential market, there are two competitors: full-scale landscaping companies and basic lawn care services. The full-scale landscaping companies will generally be handling jobs outside of Green's range. They are servicing even larger homes that require other landscaping activities that need more equipment and higher-skilled employees. The margins are therefore larger for the full-scale companies because they can charge more for the higher-skilled work. The other competitor is the basic lawn care services, not unlike Greens Manicure Service. Within most markets, including Greens, the competition is not overwhelming and often lacks basic quality and professionalism.
More often than not, residential customers make purchasing decisions based on referrals and perceived professionalism and quality.
Greens Manicure Service will provide residential lawn care service that includes lawn cutting, edging and trimming. Optional services will include hedge trimming. The service is typically offered once a week in season, but Greens can create a custom schedule for clients.
Greens Manicure Service is still in the speculative stages as a start-up operation. Its critical issues are:
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