Anas Chihab

Rajae Driouich
Ismail ElMahdi

Business Concept

Ironyourclothes is a business concept that is inspired by the American system communities

where universities facilitate basic services for students. Ironyourclothes is a company located
in building 36 laundry room that irons clean clothes for AUI students, faculty, and staff. Our
service can be classified as a diversification in the market place as its a new service in a new
market. Throughout the years, AUI students do not access to ironing service and they easily
buy their own iron or take their clothes to the laundry service in Marche which is really
expensive compared to the budget of the students. Today, ironyourclothes will solve this
problem and fill this gap in the market by creating a service suitable for AUI students both
financially and in terms for the quality they deserve. On another dimension, Ironyourclothes
understands that there are both direct and indirect competitors that can be concluded by the
following table :
Type of competition Detail
Direct Competition - Laundry place in the Market of Ifrane

Indirect Competition - People who buy their own irons

- People who iron their clothes using the
heater

Business model
A Business model is the process a company adopts using its resources, capabilities, and core-
competencies to create value. Ironyourclothes team are dividing the business model to 9
components in order to have a clear idea about the business value to the customers.

Value proposition: Since the VP answers the question of what are you serving and for who.
The answer will be Ironyourclothes solves the need of wrinkled clothes by ironing clothes
safely in a short time period.

Customer segments: The customers of Ironyourclothes will be AUI students, faculty and
staff who wear formal clothes, dresses, and any time of clothing that can easily be wrinkled.

Channels: Ironyourclothes, with the corporation of the maintenance department, will be using
building 36 to connect directly with the customers. Building 36 happens to be near both the
housing and academic areas.
Customer relationships:

Strategy Action
Attract Customers Ironyourclothes is promoting the service
using social media and word of mouth
Marketing.

Keep Customers - Maintaining a high quality ironing while

using minimum time.
- Being flexible, diplomatic and nice to
customers
- Maintaining a cheap price
Grow Customers - if we manage to keep our customers, the
word of mouth marketing will be beneficial
for us.
- Partnership with maintenance department
who already have customers who use the
laundry
- Networking

Revenue model: Answering the question of how are we going to make money. Therefore, we
will divide the revenue model to both Revenue stream and pricing. For revenue stream, the
customers will pay the service by cash for every 5 items they want to Iron. For the pricing
strategy, Ironyourclothes will use a fix pricing based on volume.

Resources: Ironyourclothes are using necessary assets to maintain the business. We are using
a high quality safe iron and a table to help the employees work efficiently. Moreover, as we
have an agreement with the maintenance department, building 36 laundry room is the room
from where we are operating.

Partners: Since our service is basic and does not need suppliers, we will talk mostly about
our main partner. The maintenance department agreed to give us the necessary help in our
business.

Activities: Since our service is basic, we dont have any major activity.
Costs: In this project, we dont have a fixed cost and the only variable cost will be based on
the help of a labor woman that will be calculated as 30% of sales revenues.

Business Strategy
For our company, and since there are many business strategies to reach the long term direction
of the company, we chose to illustrate the strategies that are suitable to our conditions.

Sources of competitive advantage: Our main competitive advantage will be the pricing since
we are using cheap labor. Because of this method, our service pricing will be 5 times cheaper
than going to the market

Porters five forces

New Entry Substitution Buyer power Supplier power rivalry

There is no new The only Usually, the AUI No supplier Our direct
entry for this substitute will community can rivalry will be
Domain in be students afford the from the laundry
Ifrane using the room pricing of our place in the
heater to iron service since its market that is
the clothes much cheaper actually using a
than our main higher quality
competitor machines.

External environment : Since our company has a limited time and is protected by both DSA
and maintenance department offices, the 6 macro-environment forces will not affect the
company at all.
Difference between Business Concept, Model, strategy, and plan

The business concept is actually an illustration of an idea while giving basic information
about the service/product, target market, and competitors. Business model is a demonstration
of the key activities of a business and its methods for maximizing net profit. Business strategy
is actually a detailed vision about the competitors, target segments and macro environment.
Taking a clear example, Myspace and Facebook had the same business model and concept
which are about connecting a specific kind of people. However, Facebook believed that they
can target not only students but all citizens while myspace thought only people interested in
music will be interested. Today, we can see that myspace is dead while facebook is living its
best cycle life. A business plan is actually a detailed document that defines a business and its
strategies to achieve its goals. The business plan includes business concept, model, strategy,
marketing, financial, feasibility, and other methods to have a clear vision about the business
and the road for its success.