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I. Executive Summary

The Ozhouse Clean is a residential house cleaning service serving upper-class

families in Melbourne, Australia. Through generous human capital investments,
Ozhouse Clean will exceed our customer's expectations. We will be servicing the
wealthy single-income households and affluent two-income households. These
targeted families will be willing to pay a premium for our service because of the
high level of professionalism and trustworthiness that we offer, not replicated by
any of our competition.

The Ozhouse Clean’s projected growth rate is very high each year with
respectable profit margins as a percentage of sales. The Ozhouse Clean will be a
home-based business. By the end of year one, Ozhouse Clean will have six
additional employees. This house cleaning business plan will help the owner
navigate the startup, and subsequent management of the business.
I.1 Objectives
 Provide our customers with a professional and friendly service.
 To increase the number of clients by 20% in the first year of introducing
commercial cleaning services and 10% thereafter.
 Meet or exceed the expectations of customers.
 Implement best practice in cleaning operations, including environmentally
sustainable practices

I.2 Vision-Mission
Mission:
 To provide the highest quality residential and commercial cleaning services
available by exceeding the expectations of our clients.
 To protect the safety and health of all our people

Vision:

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 We are constantly working to establish ourselves as the most respected

and sought after contract cleaning and facilities support service in
Melbourne.
 We aim to offer true value for money on all our services offered.

Values:
 Respect: taking time to understand and value each person and respecting
their choices.
 Responsibility: acting with integrity towards our staff, our customers, the
community and the environment.
 Caring: a duty of care for our staff, customers and the environment.
 Excellence: to always look to provide the best quality experience with
regards to our cleaning and our customer service. Integrity: to act with
honesty, openness and do what we say we will do.
 Innovation: to be industry leaders

I.3 Keys to Success

To succeed in this business we must:
 Create a unique, innovative cleaning products that will differentiate us from
the rest of the competition.
 Tap all the resources.
 Clean it like it is your own.
 Provide 100% satisfaction to our customers and maintaining the level of
excellent services among other competitors.
 Create systems for every function: cleaning, laundry, supervision, reporting,
customer service, accounting and management. Get access to high-traffic
shopping malls near the target market.
 Promote good values of company culture and business philosophy

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II. Company Summary

What is OZHOUSE CLEAN?
Ozhouse Clean, soon to be located in some places in Melbourne, will offer
residential home cleaning services. Ozhouse Clean will offer a wide range of
services to the residential client, from general room cleaning to child/pet
disasters. We will be going after the upper end of the market, typically the
affluent whose spouse does not have a full-time job but chooses to do other
things with his/her time, or the two income family who chooses not to clean the
home themselves.

II. 1 Company Ownership

The Ozhouse Clean is a family business established in 2005 by James and Nancy
Anderson.

II. 2 Start-up Summary

As a start-up company, we understand that the cleaning service industry is one
that is overwhelmed with intense competition and rivalry. Some of the most
profitable companies in the Australia are the ones that are running a cleaning
services business, and therefore the margin of error for a new company like ours
is very little when considering the grander scheme of things.
The bigger cleaning service companies are known to successfully cater to
commercial clients, something that our company is aiming to do within the next
calendar year. The companies which are slightly smaller in stature and funding
generally serve clients from the residential sector.
The Ozhouse Clean’s start-up costs include equipment needed for a home-based
business (to be detailed below), initial legal fees, marketing fees, cleaning
equipment and supplies, uniforms, and signs for employee vehicles.
The home office equipment includes a computer system (with the following
minimum specifications: 500 mhz processor, 64 megabytes RAM, 6 gigabyte hard
drive, printer, and CD-RW). Also required for the office is an additional land phone

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line, fax machine, pager, and cellular phone. A few pieces of furniture will also be
needed.
The company employs 15 cleaners, all of whom are part - time contract staff
working between 10 – 15 hours a week. The company currently has
approximately 70 regular clients, based around Melbourne 's inner city. These
clients require regular home cleaning, either weekly or fortnightly for hours
ranging from 3 – 6 hours. A standard hourly rate of $40 per hour is charged. Staff
receive an hourly rate of $25 per hour with the cost of the products provided to
staff for cleaning, including equipment and ongoing supplies, works out to be
approximately $2 per hour on top. The company is also considering whether it
may be wiser to move to employing a number of full - time, permanent cleaning
staff. This is partly because there is a high turnover of casual staff and little loyalty
to the company. Staff costs for employing full - time cleaners are $55,000 per
cleaner per year including all superannuation payments. All cleaning supplies are
currently purchased from Total Cleaning Supplies in Melbourne. However, as this
company does not currently offer environmentally friendly products, a different
supplier needs to be identified. It is estimated that purchase of these products
will be an additional $10,000 per month. The products cost double the amount of
the non - environmentally friendly products. Sales revenue for the company in
the last financial year was $360,000 with a gross profit margin of $40,000. Labour
costs are a significant part of the business representing 70% of total costs.
Average debtor days are currently 40 days.
III. Products
The marketplace for janitorial products and services is changing, both in nature
and scope. The consumer is becoming more conscious of the environmental
impact of cleaners as the market expands.

The Ozhouse Cleans offers an innovative line of biodegradable, environmentally

safe, citrus cleaners to janitorial services, retail outlets and consumers.

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III. 1 Product Description

Services
The Ozhouse Clean Service will provide a residential house cleaning service
for the upper end of the market. We will have two target customers:
1. The affluent who has a spouse who does not work, but is not inclined to do
housework. To many a maid/house cleaner is a symbol of wealth, and this
idea symbolizes this group of customers.
2. The two-income households whose opportunity costs are too great to
spend time cleaning the house.

Ozhouse Clean offers house cleaning to these targeted customers. House

cleaning ranges from cleaning of standard rooms such as kitchen,
bathrooms, bedrooms, as well as more unusual jobs like small disasters
from children and pets.

III. 2 Competitive Comparison

Our competitive advantage will be based on our large investment in human
capital. Ozhouse Clean begins with a rigorous training program for new
employees. At the outset, employees with be trained on how to clean. Granted
everyone has some idea on how to clean, but we will show them a methodical
way producing a far cleaner home more efficiently. We will then be training
employees to work effectively on teams. While there are some households that
prefer individual cleaners instead of a team, a request that we are more then
happy to oblige, we generally work in teams as they are more efficient. Working
efficiently on a team takes training, and through this team training, we are able to
make significant gains in efficiency.
The next topic of training involves professionalism. We provide our employees
the tools necessary to impress our most affluent clients. Professionalism is a skill
that is used throughout the service call, from the way the employee greets and
interacts with the client, to the way they clean, to the way they act when they
break that priceless vase (which in the inevitable case that we do break

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something, we have specific guidelines for the employee to follow to resolve the
conflict).
We finally train our employees to know what the expectations of our clients
are. We will provide them the tools needed to exceed these expectations.
This extensive training, both up front, as well as continuously (called our
continuous learning system) builds a trust relationship between our company and
the client. It is the bond of trust that will not only earn Ozhouse Clean the loyalty
of that customer but also the referral of several more of their friends. Satisfied
customers like to tell their friends about service providers that they are happy
with, people like to "spread the wealth" with their friends.
Lastly we will emphasize our use of environmentally sound chemicals. Other
companies also use environmentally sound chemicals so this is not a huge
differentiation, but it is something that we are proud of, and will be mentioned.
We will also be creating the appearance of professionalism through the use of
uniforms and large magnetic sign affixed to the side of the vehicles we use.

III. 3 Sales Literature

The cleaning services market is dependent on loads of factors. The fact that it
helps to keep our environment clean makes people to patronize the business. As
a matter of fact, it is now common and trendy to find corporate cleaning services
companies leveraging on ‘Climate Change and Save Energy’ to market their
services.

Another common trend in the cleaning services industry is that in the bid to
survive global economic meltdown and to ensure steady flow of income to
effectively run the business, most corporate cleaning services companies engage
in other related services. Some of them even go as far as establishing a pest
control services, car wash, snow removal services and a carpet cleaning business
because they all fall within same line of business.

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III.4 Sourcing
a. Getting of clients
It is always a problem all businesses face when starting a from the scratch. In
order to get client, you have to build a good reputation so that people will
patronize you.
b. Looking for employees – Employing people is a difficult task because you have
to employ people that will do the work well, so that your clients will not go
complain.
c. Handling and managing of the business
It is not an easy task because you have to provide your service in ways that it will
suit your clients and at the same time managing and minimize your expenses so
that you will save money.

d. Getting a good location

Getting a good location is big challenge when starting a business, because you
have to select a place that is accessible to people, so that people can come and
book you.
e. It is a stressful – This business is tagged stressful because it requires physical
energy input. If you are not fit physically, you can do a house cleaning job.

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IV. Market Analysis Summary

Ozhouse Clean will target the upper end of the house cleaning market. It would
appear, at least if you opened the yellow pages, that there is not a need for
another house cleaning service. Make no mistake however, there is a need for a
quality, honest service. Ozhouse Clean is offering a high quality, totally
trustworthy service for high income households. Our service will ooze
professionalism. We are perfectionists and this will be clear by our service.
Melbourne currently has quite a range of different residential house cleaning
services, from independent companies to franchise services. No one else is
specifically targeting the wealthy. We will be targeting two wealthy populations:
1. Wealthy one-income households.
2. Affluent two-income households.
Both of these targeted groups appreciate a professional, reliable,
trustworthy, cleaning service and are willing to pay a premium to get this
top shelf level of service. We will be marketing our service to these people
through word of mouth referrals as well as through membership lists from
Melbourne's exclusive membership clubs.
Melbourne, like most cities, has lots of cleaning services. Although there
are lots of competitors, we are the only company to go after the upper
socio/economic class exclusively. Demand for an upper-end cleaning
service will allow us to have steady growth.
IV. 1 Market Segmentation
Ozhouse Clean will be focusing on two upper socio/economic groups. The first is
the affluent where only one spouse works. Although the other spouse is at home
and has time to clean, he/she chooses not to. This spouse would rather volunteer

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for a public interest organization, play tennis and golf, or just spend time how
he/she chooses to. They have no desire to clean the house. To them that is not
enjoyable and they have the money to pay someone to do that kind of work. This
market has annual incomes over $200,000 and live in expensive houses. While
Melbourne only has 650 families that fall into this category, this group reliably
uses cleaning services.

Our second segment of the market that we are targeting is the two income family.
Over the last couple of decades, the number of two-income households have
increased, to a point where in parts of the country they exceed one income
families. Our target customer is two income families whose combined annual
income is over $125,000. These families don't really have the time to clean, can
afford a cleaning service, and choose to hire a service because the opportunity
costs are too high to waste time cleaning their house. These households are
typically age 32-55 and live in houses valued over $250,000. Melbourne has
approximately 10,000 families that fall into this demographic. It is this segment
which has tremendous potential for us. Nearly 80% of dual income households
use an outside cleaning service for some of their house cleaning according to the
Australia Department of Commerce.

IV. 2 Target Market Segment Strategy

Ozhouse Clean is focusing on these people because they appreciate a
professional, reliable, trustworthy, and immaculate house cleaning service, and
are more than willing to pay for this. While Melbourne has several different
cleaning services, we are the only one that targets the affluent exclusively. The
wealthy are consistent customers. Whether they have a house cleaning service
does not depend on the finances each month. These groups always have the
money for our services, just as they always need/desire a clean house.

The affluent desire quality and are willing to pay a premium for a service that that
they can trust 100%, that extrudes professionalism, and basically allows them to

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forget that they have to deal with whatever it takes to get a clean house. We do
all of this in a seamless, customer centric manner.

We will market our company through a two-pronged approach. One prong is the
distribution of a color brochure detailing our services. The distribution of this
document will be targeted to hit our chosen segment. This will be done by setting
up strategic relationships with organizations or clubs whose members fits our
targeted customer profile. Examples of this would be higher-end athletic clubs,
country clubs, wine connoisseur clubs, etc. We will gain access to these clubs
membership through deals where the club owners will receive our services for
themselves to test the quality so they then feel comfortable with helping us by
being a "cheerleader" for our service.
The second prong of our approach will be through word of mouth referrals. We
will offer an economic incentive (such as a free visit) to our customers if they
bring in new business for us. We believe this will be effective because the
financial incentive will motivate their behavior, and people naturally like to share
good things with their friends.
IV. 3 Market Needs
We are quite aware that there are several top notch cleaning services companies
that are in full operation in Melbourne and environs and we know that there are
competition in the cleaning industry hence we are able to carefully craft – out the
benefits that our esteem customers stands to gain when the hire our services. We
are certain that all those who patronize our services are going to get value for
their money.
These are the benefits that a client stands to gain when they hire our cleaning
services:
 Quality cleaning services delivery
 Timely cleaning services delivery
 Competitive prices and discounts based on loyalty and referrals
 Flexibility of service delivery to fit into the schedule of our customers
 Professionalism of the highest order from our staff members (cleaners,
supervisors and management)
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IV. 4 Industry Analysis

The global maintenance and cleaning services (another segment of the wider
business services sector) can be divided into two sectors, namely consumer and
commercial. The former encompasses home cleaning services and outfits
specialized in cleaning for which there is less demand, such as window and carpet
cleaning. The commercial sector involves outfits providing a wider range of
services that are usually geared towards businesses for long-term service
provision.

The cleaning service market has been benefiting from rising demand as people
have busier lives and less time to clean and tend to domestic chores. The industry
caters to a wide range of customers with various demands such as laundry
service, oven cleaning and a host of specialized cleaning solutions. Successful
market players tailor their services to meet the specific demands of private and
corporate clients. Cleaning needs may be suited to services on a daily, seasonal or
occasional basis.

Within both the consumer and commercial cleaning market segments, service
providers seek to secure long-term cleaning contracts and strong long-term
relationships with their customers.

IV. 5 Main Competitors

The commercial cleaning industry is very fragmented with no one company
owning more than 6% of the market. Franchises account for 10% of the market
and local companies account for 90%. Top franchises include JAN-PRO Cleaning
Systems, ServiceMaster Clean, MTOclean, the Cleaning Authority, and
MARBLELIFE. Economies of scale for franchises are obtained through unified
operations systems, national marketing campaigns, and somewhat through
volume discounts from suppliers.

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Customers seek out cleaning services based on a combination of reputation, price,

and depth of services offered. While large offices value depth of services more so,
smaller firms put a greater value on price.

V. Strategy and Implementation Summary

Ozhouse Clean will be courting the high income families in Cleanly,
Melbourne. We will be attractive to these customers because of our commitment
to professional, trustworthy service. We will achieve this high level of service
through extensive training and a continuous learning process. Ozhouse Clean will
be qualifying leads over the phone with estimates and more importantly, with in-
house meetings. This sales strategy should yield a steady increase in jobs starting
from month two.

V.1 Competitive Edge

Our competitive advantage will be based on our large investment in human
capital. Ozhouse Clean begins with a rigorous training program for new
employees. At the outset, employees with be trained on how to clean. Granted
everyone has some idea on how to clean, but we will show them a methodical
way producing a far cleaner home more efficiently. We will then be training
employees to work effectively on teams. While there are some households that
prefer individual cleaners instead of a team, a request that we are more than
happy to oblige, we generally work in teams as they are more efficient. Working
efficiently on a team takes training, and through this team training, we are able to
make significant gains in efficiency.
The next topic of training involves professionalism. We provide our employees
the tools necessary to impress our most affluent clients. Professionalism is a skill
that is used throughout the service call, from the way the employee greets and

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interacts with the client, to the way they clean, to the way they act when they
break that priceless vase (which in the inevitable case that we do break
something, we have specific guidelines for the employee to follow to resolve the
conflict).
We finally train our employees to know what the expectations of our clients
are. We will offer them the tools needed to exceed these expectations.
This extensive training, both up front, as well as continuously (called our
continuous learning system) builds a trust relationship between our company and
the client. It is the bond of trust that will not only earn Ozhouse Clean the loyalty
of that customer but also the referral of several more of their friends. Satisfied
customers like to tell their friends about service providers that they are happy
with, people like to "spread the wealth" with their friends.
Lastly we will emphasize our use of environmentally sound chemicals. Other
companies also use environmentally sound chemicals so this is not a huge
differentiation, but it is something that we are proud of, and will be mentioned.
We will also be creating the appearance of professionalism through the use of
uniforms and large magnetic sign affixed to the side of the vehicles we use.

V.2 Sales Strategy

The sales process will begin through the qualification of leads generated from our
marketing campaign. The marketing campaign will primarily generate leads
through interest sparked from our brochures. Someone will call to receive more
information about our service, while we will be able to give them an estimate
over the phone, we would prefer to be able to get into their home and speak with
them. On one hand we would be able to offer them a more accurate estimate.
More importantly however, it provides us an opportunity to impress them with
our company. We feel confident that since we are dealing with the affluent, who
for many services are less price sensitive, are more likely to be impressed with our
professionalism, "feel" an immediate trust bond forming, and sign up for the
service.

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For those clients whom we are only able to speak with over the phone, we will
initially quote them a price. Because they are less price sensitive then the general
population, we will then detail why our service is priced a bit higher than most.
Ozhouse Clean will explain all of the different training systems and methodologies
that each employee goes through, and what expectations are reasonable for the
customer to form about our superior service. This conversation will leave the
prospective customer the impression that Ozhouse Clean is indeed different from
the run of the mill residential cleaning services and that the price differential is
justified.

Lastly, we will be qualifying the leads by explaining up front that our service is
more expensive. This is not a fact that we are trying to hide. We are setting up an
expectation for the customer that they can indeed expect more with our service.
This "angle" is based on the assumption that many people are not thrilled with
their current cleaning service. Sure they clean adequately, but there is not a trust
bond formed as if you had the same house cleaner for 20 years who helped raise
your children. This is how we will differentiate ourselves and ultimately win over
new customers.

V.3 SWOT Analysis

Strength
Most of the start-up cleaning companies have their sights set on the residential
sector, mainly because of their lack of confidence and belief to compete with the
major players in the commercial sector. This will not be the case with our
company.
We will become one of the very few start-up companies in the state of Illinois
which will focus all of its finances, resources and marketing strategies in climbing
up the ladder in the cleaning industry and rapidly acquiring larger portions of the
market share.

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We will not have to compete with a big number of start-ups in the commercial
sector, therefore our progress or advancement into the big leagues of the
industry will not be hindered by too many competitive obstacles or hurdles in the
way.
Our major advantage however lies in the incredible amount of expertise and
experience that our principal owner will be bringing into the equation. As an
entrepreneur who has had her fair share of successes and failures in the last
decade, the owner will have a clear understand of the strategies and tactics that
are required to get us across the finishing line ahead of others and avoid major
disasters that our competitors may push us into.
The fact that we will be assembling a cleaning team of experienced professionals
blended enthusiastic and energetic college students will allow us to achieve a
working dynamic that will push our efficiency higher than that of other
companies. Basically, our company will form a cleaning staff that will strive to
outwork and outsmart employees of other cleaning companies.
In an industry which is heavily reliant on service, the key is to employ workers
who are willing to put in the best performance within the shortest period of time
available. Our extensive and rigorous training programs will allow our workers to
develop themselves, sharpen their skills at all times and stay updated with the
latest developments in the world of cleaning products and equipment. Our
training facility for the workers will turn out to be a game changer and a breeding
ground for the best workers in the cleaning industry in the country.

Weakness
Our key competitive weaknesses stem from our lack of experience being a start-
up company. We may have the best cleaning staff in the country assembled, but
that will not allow us to strike deals with numerous clients at the same time.
Therefore, our availability is something that may compromise our revenue and
income generation. We have a limited number of workers who will not be
overworked severely according to the company policy.

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Therefore, it will not be possible for us to bring in a massive number of clients

every month. We hope to tackle this problem by finding ways to maximize our
income and profit generation. That will allow us to employee more workers, even
individual contractors with a part time schedule, and we can plan on increasing
our portfolio of monthly or annual clients.
Since our current business plan (which is based on the current financing and
funding that is available to us) only allows us to operate within the boundaries of
the state of Illinois, our company will have limited reach unlike the other major
corporations in the industry which are willing to provide their services all across
the country.
Therefore, we will be missing out on a major chunk of the industry market which
is outside the state of Illinois and that will result in a series of missed
opportunities that could quite possibly hurt our finances considerably in the long
run.
If we are to compete with the major names in the industry, we must generate
enough income to expand our business beyond the borders of Illinois and give
clients around the country an opportunity to be impressed by our top notch
services.

Opportunities
The room for success in the cleaning industry is quite vast. As the number of
commercial buildings and residential homes increase, the demand for cleaning
services is likely to enhance along with it.
Furthermore, Ozhouse Clean is in charge of advocating eco-friendly business
practices makes it quite a necessity for businesses around the Melbourne to

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improve sanitation and hygiene standards in their workplaces which compels

them to seek the services of cleaning companies.
Therefore, Ozhouse Clean offers us terrific growth potential, which we are
planning to capitalize on with all our expertise and ambition. Ozhouse Clean may
not be the largest in the country, but it is certainly one where a newcomer like us
will receive abundant opportunities to register progress in leaps and bounds as
long as we have the correct business philosophy and are implementing the right
business strategies.
Threats and Risks
As a small cleaning firm that will be taking baby steps towards growth and
development for at least the foreseeable future; we do not anticipate any major
reactions from our future competitors upon the entry of our business in the
industry.
We are expecting that our introduction into the industry will remain a low profile
one and is likely to go unnoticed by some of the more major corporations which
rule the cleaning service industry. We also do not think that some of the lesser
known cleaning service companies that have been in the industry far longer than
us will be have any distinct reactions to the initiation of our business.
However, in the case that they formulate plans to drive us further away from
competition, we have come up with contingency plans of our own that will help
us survive the threat of expulsion from the industry and assist us to overcome the
risks that are associated with engaging in fierce competition with the experienced
business owners of established commercial sector cleaning companies.

V. 4 Marketing Programs
The marketing strategy adopted by Ozhouse Clean is going to be driven by
excellent customers service and quality service delivery. We want to drive sales
via the output of our jobs and via referral from our satisfied customers. We are
quite aware of how satisfied customers drive business growth especially
businesses like cleaning and related services.

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Our sales and marketing team will be recruited based on their vast experience in
the industry and they will be trained on a regular basis so as to be equipped to
meet their targets and the overall goal of Ozhouse Clean.

Our goal is to grow Ozhouse Clean to become the leading corporate cleaning
services company in the whole of Melbourne which is why we have mapped out
strategies that will help us take advantage of the available market.

Ozhouse Clean is set to make use of the following marketing and sales strategies
to attract clients;

 Introduce our cleaning services business by sending introductory letters

alongside our brochure to corporate organizations, households and key
stake holders in and around Melbourne.
 Print out fliers and business cards and strategically drop them in offices,
libraries, public facilities, train stations et al.
 Use friends and family to spread word about our business
 Post information about our cleaning services company and the services we
offer on bulletin boards in places like schools, libraries, and local coffee
shops et al
 Place a small or classified advertisement in the newspaper, or local
publications about our cleaning services company and the services we offer
 Attend relevant expos, seminars, and business fairs et al to market our
services
 Engage in direct marketing approach
 Encourage the use of word of mouth marketing from loyal and satisfied
students
 Join local chambers of commerce and industry to market our services.

V. 5 Positioning Statement
Ozhouse Cleab begins with a rigorous training program for new employees. At the
outset, employees with be trained on how to clean. Granted everyone has some
idea on how to clean, but they will be shown a methodical way producing a
cleaner home more efficiently. Ozhouse’s will then be training employees to work

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effectively on teams. While there are some households that prefer individual
cleaners instead of a team, Ozhouse's generally works in teams as they are more
efficient. Working efficiently on a team takes training, and through this team
training, Ozhouse Clean is able to make significant gains in efficiency.
The next topic of training involves professionalism. Employees are given the tools
necessary to impress the most affluent clients. Professionalism is a skill that is
used throughout the service call, from the way the employee greets and interacts
with the client, to the way they clean, to the way they act when they break that
priceless vase (which in the inevitable case that something is broken, Ozhouse
Clean has specific guidelines for the employee to follow to resolve the conflict).
Ozhouse Clean will train the employees to know what the expectations of the
clients are. They will be provided the tools needed to exceed these expectations.
This extensive training, both up front, as well as continuously (called the
continuous learning system) builds a trust relationship between the company and
the client. It is the bond of trust that will not only earn Ozhouse Clean the loyalty
of that customer but also the referral of several more of their friends.
Lastly, Ozhouse Clean will emphasize the use of environmentally sound chemicals.
Other companies also use environmentally sound chemicals so this is not a huge
differentiation, but it is something that Ozhouse Clean is proud of, and will be
mentioned.
Ozhouse Clean will also be creating the appearance of professionalism through
the use of uniforms and large magnetic sign affixed to the side of the vehicles
used.

V.6 Sales Strategy

The sales process will begin through the qualification of leads generated from our
marketing campaign. The marketing campaign will primarily generate leads
through interest sparked from our brochures. Someone will call to receive more

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information about our service, while we will be able to give them an estimate
over the phone, we would prefer to be able to get into their home and speak with
them. On one hand we would be able to offer them a more accurate estimate.
More importantly however, it provides us an opportunity to impress them with
our company. We feel confident that since we are dealing with the affluent, who
for many services are less price sensitive, are more likely to be impressed with our
professionalism, "feel" an immediate trust bond forming, and sign up for the
service.

For those clients whom we are only able to speak with over the phone, we will
initially quote them a price. Because they are less price sensitive then the general
population, we will then detail why our service is priced a bit higher than most.
Mother's House Cleaning Service will explain all of the different training systems
and methodologies that each employee goes through, and what expectations are
reasonable for the customer to form about our superior service. This conversation
will leave the prospective customer the impression that MHCS is indeed different
from the run of the mill residential cleaning services and that the price differential
is justified.

Lastly, we will be qualifying the leads by explaining up front that our service is
more expensive. This is not a fact that we are trying to hide. We are setting up an
expectation for the customer that they can indeed expect more with our service.
This "angle" is based on the assumption that many people are not thrilled with
their current cleaning service. Sure they clean adequately, but there is not a trust
bond formed as if you had the same house cleaner for 20 years who helped raise
your children. This is how we will differentiate ourselves and ultimately win over
new customers.

V. 7 Website Marketing Strategy

The website will be marketed through search engine marketing and search engine
optimization. Search engine marketing will require bidding on keywords relevant
to residential cleaning for the local market, with Google Adwords. Like Ozhouse
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Celan will retain the services of a search engine marketing firm to set up and
optimize its Google Adwords account.

Search engine optimization will be based on the initial design of the website to
make it search-engine friendly, and on building links over time from other related
websites to increase its Google ranking. Content will also be added to the
website, including informative articles about carpet cleaning, written by the
company founders and other experts, in order to increase the website's standing
on the Internet as a resource for information on residential cleaning.

VI. Management Summary

Ozhouse Clean is based in Melbourne and offers professional, residential cleaning
services, including regular home cleans, as well as spring cleans. The company is a
family business established in 2005 by James and Nancy Anderson. James and
Nancy are the Director s of the company. Their daughter, Sarah is employed by
the company in the role of Administration Manager; and you have been employed
in the role of Operations Manager. The company sees its point of difference from
competitors as being a small family business with a focus on quality and happy
and content staff and customers. The management team understands this point
of difference may need to change as the business grows. There may a need for
more management staff to be employed, for example, while Sarah man ages
marketing, she is not skilled in this area and is very busy with the administration
side of the business. A skilled marketing officer may be needed. Currently target
customers are located in the greater Melbourne area. Target customers are

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people who want a professional, trustworthy and immaculate cleaning service.

Pricing reflects that of competitors.
The company employs 15 cleaners, all of whom are part - time contract staff
working between 10 – 15 hours a week. The company currently has
approximately 70 regular clients, based around Melbourne's inner city. These
clients require regular home cleaning, either weekly or fortnightly for hours
ranging from 3 – 6 hours. A standard hourly rate of $40 per hour is charged. Staff
receive an hourly rate of $25 per hour with the cost of the products provided to
staff for cleaning, including equipment and ongoing supplies, works out to be
approximately $2 per hour on top. The company is also considering whether it
may be wiser to move to employing a number of full - time, permanent cleaning
staff. This is partly because there is a high turnover of casual staff and little loyalty
to the company. Staff costs for employing full - time cleaners are $55,000 per
cleaner per year including all superannuation payments. All cleaning supplies are
currently purchased from Total Cleaning Supplies in Melbourne. However, as this
company does not currently offer environmentally friendly products, a different
supplier needs to be identified. It is estimated that purchase of these products
will be an additional $10,000 per month. The products cost double the amount of
the non - environmentally friendly products.

VII. CONCLUSION
The company has established products and services in established distribution
channels. Funding is needed to support the marketing programs as previously
outlined for the company to drive sales to projected levels.

There are a number of positive factors relating to the company's position that are
not reflected in the analysis in the marketing section. The most important in this
regard is the company's attractiveness to other companies as an outlet for access.

The marketing analysis is based upon what is currently in-house. As the company
and its founder of OzHouse Clean Service attracts significant opportunities on a

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regular basis, it is pertinent to assume that the profit potential possibilities

through marketing new products, whether private, labeled, or not, and/or
services, and accessing new less costly lines of distribution.
The attractiveness of the company's youth at risk program generates interest
from companies wishing to co-promote their services and/or become involved in
solving the gang problem. The cleaning services and the television show, as the
major marketing thrust of the company is unique in the industry and positions the
company to control its destiny.

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