| 2011 |
| Marketing PlanPrinciples of MarketingCasey Pate
Sunshine Lawn Care |
This is a fictional Marketing Plan for Principles of Marketing 3113. |
Table of Contents
1.0 Executive Summary 1
1.1 Goals 2
1.2 Mission 2
1.3 Keys to Success 2
2.0 Company Summary 3
2.1 Company Ownership 3
2.2 Start-up Summary 3
3.0 Services 4
4.0 Market Analysis Summary 4
4.1 Market Segmentation 4
4.2 Target Market Segment Strategy 5
4.3 Service Business Analysis 5
4.4 Competition and Buying Patterns 5
5.0 Strategy and Implementation Summary 6
5.1 Competitive Edge 6
5.2 Marketing Strategy 6
5.3 Sales Strategy 6
5.4 Sales Forecast 7
6.0 Milestones 9
7.0 ...view middle of the document...
Over the first summer, Nicholas will be the primary employee, with some part-time help from his friend, Aaron. Aaron has worked with Nicholas at a local landscaping company and will continue to help out at Sunshine in the summers.
In the coming spring, we will hire an additional landscaper for seasonal work, and may hire another if demand warrants. In mid-summer of Year 2 we will purchase additional equipment, including a second trailer and used truck. As a business with largely seasonal profits, we will use the high summer revenues to support the business through the winter's leaner months. We will have a modest profit in the first year, but expect profits over $10,000 in the second fiscal year and over $15,000 in the third year.
Three year projected Income
The goals of Sunshine Lawn Care for the initial three years of operation are:
* Have a serviced based company that exceeds all customers’ expectation.
* Initially secure yard service contracts for thirty different residential homes.
* Increase business by 3% per year.
* Become a home based business, sustained and maintained by its own cash flow.
Providing the best, top-quality residential lawn care services, is the mission of Sunshine Lawn Care. Always striving to attract, sustain and maintain a broad customer base by providing excellent services in a timely, quality manner. Services will exceed customer expectation, to provide 100% customer satisfaction.
1.3 Keys to Success
* Small size, direct oversight of all projects, employees and contracts by management.
* Solid commitment to superior quality, professionalism on all tasks and jobs.
* Solid foundation of experience, skills and excellent customer service skills.
2.0 Company Summary
Sunshine Lawn Care will offer residential and commercial lawn care service, including lawn cutting, trimming, edging, and removal of the clippings. Most customers will use our services once every week or every two weeks, depending on the amount of rain we get. In this area, lawn care needs vary greatly depending on the weather, and normal rain levels mean faster-growing grass and weeds and more frequent lawn care.
2.1 Company Ownership
Sunshine Lawn Care will start out as a partnership, owned jointly and equally by Casey and Nicholas Pate. As the business grows, the owners may consider re-registering as a limited liability company or as a corporation, whichever will better suit the future business needs.
2.2 Start-up Summary
Start-up Requirements |
Start-up Expenses |
Legal | | $500 |
Ads | | $50 |
Brochures/Business Cards | | $150 |
Home Office | | $3000 |
Accounting Software | | $100 |
Other | | $0 |
Total | | $3800 |
| | |
Start-up Assets |
Cash Required | | $6200 |
Other Current Assets | | $2500 |
Long-Term Assets | | $7000 |
Total | | $20700 |
| | |
Total Requirements | | $24500 |
Fescue & Sons Yard Care's start-up...