| 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 Management Summary 10
7.1 Personnel Plan 10
1.0 Executive Summary
Sunshine Lawn Care is a residential lawn care service targeting homes within the Washington County area which the owners cannot care for well on their own. Many families in Washington County who have chosen to buy homes are unprepared for the level of care such lawns require, and end up with small gardens near the house, weeds and overgrown yards further away. 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.
Sunshine Lawn Care will start out as a partnership, owned jointly and equally by Casey and Nicholas Pate. For the last five years, Nicholas has worked as head landscaper at a local landscaping company. With this experience he now has the design and lawn-care expertise, as well as the management experience, to begin his own business. Casey has been a graphic designer and master gardener. His skills will be extremely useful in creating the look of our marketing materials, from brochures to business cards to newspaper ads. Casey will continue to work in his current job while Nicholas manages the day-to-day details of the company. 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