Академический Документы
Профессиональный Документы
Культура Документы
C mp s a n r a u L u dy
T iiac mp t e a l o amak t gp n Y uaew l met u eti h s o l e x mp f s e e rei l . o r e o o s h n a c s c ne t s g i w e p n i y u o nmak t ga ti s o tn a a u e h n l n g o r w d a n rei cvi . n it e T ce t amak t gp no y u o nt go y u b s e s p a e o rae rei l f o r w o rw o r u i s, l s n a n e c n i r u p p l Mak t gPa Pos f ae L anmoea o s e o r o u r rei l r ot r. e r r t d a n n w w wp l l . m. w .a a oc ot o
V rin1 . es o 10 $ 7 .5 1 99
L anmoea er r t
w wp lat.o w .ao l c m o
A o thsmak t gpa b u ti rei ln n N me , c t n , n n mb r i teoin l l ma h v b e c a g d a ds b tni p ro s fh oin l l tx ma a s l ai s a d u esn h r i p n y a e e n h n e , n u s t l ot n o te r i p n e t y o o ga a a a i ga a h v b e o t dt pe ev c ni nii a dpo r tr i omai . a e e n mi o rs re o f e t l n rpi ayn r t n t e d at y e f o G ieie o u igti pa ud l s n sn hs ln n Y uaew l met u etip na as rn p i t ce t y u o n b t o d n t a ep r si t rpo u e p bs , o r e o o s h l s t t g o to rae o r w , u y u o o h v emi o o e rd c , u lh c s a ai n sn i d tb t o e e c p tip na i x t h r. e u s fre r t a a e c s , n oh r i e n t no tis mp p n ir ue r v n o y h l st is ee R q e t o rpi s c d miu e a d te d s mi i fh a l l si s a es s n, s ao s e a s o l b e idt temak t gd p r n o P lAt S f aea mak t g a a oc m. o po u t fr t nv i u h u e mae o h d l rei e at t f a l ot r t rei @p l l . n me o o w n o t o F r rd c i omai it r n o so w b i a w wp l l . m o c l -0 -2 -5 6 e se t w .a a oc t o t o r a 18 02 97 2 . l
Confidentiality Agreement
The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.
Table Of Contents
1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 .2 .3 .3 .4 .4 .5 .5 .5 .6 .6 .6 .6 .6 .7 .7 .7 .7 .7 .7 .8 .8 .8 .8
Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . . . 2.1.4 Market Growth . . . . 2.2 SWOT Analysis . . . . . . . . . 2.2.1 Strengths . . . . . . 2.2.2 Weaknesses . . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . . . 2.3 Competition . . . . . . . . . . 2.4 Services . . . . . . . . . . . . 2.5 Keys to Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . Marketing Strategy . . . . . 3.1 Mission . . . . . . 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing . . 3.5 Positioning . . . . 3.6 Strategy Pyramids . 3.7 Marketing Mix . . . 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3.0
4.0
Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . . 9 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Controls 11 5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . 12 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 12 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.0
Campus Laundry
1.0 Executive Summary
Campus Laundry (CL) is a full-service coin-op laundry (washing, drying, and folding) service dedicated to consistently providing high customer satisfaction by rendering reliable machines and furnishing a clean, enjoyable atmosphere at a competitive price. There are several laundromats that currently serve the University of Michigan campus in Ann Arbor, however they tend to be quite run-down. In addition to having a clean facility that strives to ensure complete customer satisfaction, CL will be set up to provide an environment conducive to studying. This will be accomplished by having ample desks for customers to use while they are doing their laundry. CL will also provide a wireless digital subscriber line (DSL) solution for customers to use. The wireless DSL will be inexpensive to set up and maintain, yet offer significant value for the waiting students. CL will have a coffee shop with light food offerings to encourage people to stay longer and spend more money. The margins for the coffee shop are quite good so it will provide a good source of revenue. The on-staff laundromat operator will be able to service both the laundromat and the coffee bar at the same time. During peak times CL will have a second staff member serving the bar exclusively. Campus Laundrys mission is to provide the customer with the most pleasant laundry experience in the Ann Arbor area. We exist to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of the customers. Market research indicates that a clean, quiet laundromat is in large demand for the Ann Arbor area. Currently, most of the laundromats have a wait to use the machines, and have poor quality facilities and surroundings. Having a superior service will allow CL to quickly gain market share.
$250,000
$200,000
$150,000
$100,000
$50,000
Page 1
Campus Laundry
Table 1.0: Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Direct Cost of Sales Students Low income customers Subtotal Cost of Sales 2003 $65,225 $13,045 $78,270 2003 $22,829 $4,566 $27,395 2004 $165,443 $33,089 $198,532 2004 $57,905 $11,581 $69,486 2005 $187,887 $37,577 $225,464 2005 $65,760 $13,152 $78,913
Target Markets
Page 2
Campus Laundry
Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Students Low-income customers Total Growth 7% 5% 6.28% 2003 11,121 6,434 17,555 2004 11,899 6,756 18,655 2005 12,732 7,094 19,826 2006 13,623 7,449 21,072 2007 14,577 7,821 22,398 CAGR 7.00% 5.00% 6.28%
Campus Laundry
Internet access will allow customer to be productive with their laundry and other responsibilities.
Market Forecast
25,000
20,000
15,000
Students
10,000
Low-income customers
5,000
Page 4
Campus Laundry
7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Students Low-income customers
2.2.1 Strengths
Well-trained staff to ensure optimum customer service. Well thought-out business model addressing market demand. Differentiated facilities.
2.2.2 Weaknesses
Competition, although there is a significant differentiation between the competitors. A limited marketing budget needed to create brand awareness. Loan is required to start the business up.
Page 5
Campus Laundry
2.2.3 Opportunities
Participation in a steadily growing industry. Large target market. Consistent market demand due to the reoccuring need to clean clothes.
2.2.4 Threats
Seasonal market demand due to many students leaving during the summer. Future/potential competition from a large franchised business. A large increase in homes built in the area that will decrease the reliance on laundromats.
2.3 Competition
There are several competitors, who serve the student and low-income market; facilities are similar, dirty, noisy, with low-end services. Some competitors offer additional services beyond self serve laundry, but most just offer self serve machines.
2.4 Services
Campus Laundry offers the following services: Self-serve washers and dryers; large front load washers, top load washers, normal and large commercial dryers are available. Full service washing, drying, and folding. Relatively quiet environment for studying. Wireless Internet access for customers with laptops and wireless cards (WI-FI). Coffee bar with light food menu.
Page 6
Campus Laundry
2.6 Critical Issues
The critical issue that CL faces as a start-up is to ensure that it is balancing the debt load adequately with the revenue stream, ensuring economic sustainability.
3.1 Mission
Campus Laundrys mission is to provide the customer with the most pleasant laundry experience in the Ann Arbor area. We exist to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of the customers.
Page 7
Campus Laundry
3.5 Positioning
CL will position itself as a clean, customer centered laundromat that provides a reasonably quiet facility for studying or Internet-based research/surfing. The desired positioning will be achieved by leveraging its competitive edge of a customer-centric facility. The storefront is relatively quiet and always clean, creating a atmosphere conducive to getting work done.
Page 8
Campus Laundry
4.0 Financials, Budgets, and Forecasts
This section will offer a financial overview of Campus Laundry as it relates to the marketing activities. CL will address Break-even Analysis, Sales Forecasts, Expenses Forecasts, and how these activities link with the Marketing Strategy.
Break-even Analysis
$6,000 $4,000 $2,000 $0 ($2,000) ($4,000) ($6,000) $0 $2,896 $5,792 $8,688 $11,584 $14,480
Table 4.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even Monthly Sales Break-even Assumptions: Average Per-Unit Revenue Average Per-Unit Variable Cost Estimated Monthly Fixed Cost 1,083 $8,666 $8.00 $2.80 $5,633
Page 9
Campus Laundry
4.2 Sales Forecast
The sales forecast indicates that growth should be fairly steady as more and more people become aware of CL and the services offered.
Table 4.2: Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Direct Cost of Sales Students Low income customers Subtotal Cost of Sales 2003 $65,225 $13,045 $78,270 2003 $22,829 $4,566 $27,395 2004 $165,443 $33,089 $198,532 2004 $57,905 $11,581 $69,486 2005 $187,887 $37,577 $225,464 2005 $65,760 $13,152 $78,913
Page 10
Campus Laundry
Advertisements
$2,000 $1,500 $1,000 $500 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Promotions Networking
Table 4.3: Marketing Expense Budget Marketing Expense Budget Advertisements Promotions Networking Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales 2003 $20,620 $4,124 $2,062 -----------$26,806 34.25% $24,070 30.75% 2004 $25,000 $5,000 $2,500 -----------$32,500 16.37% $96,546 48.63% 2005 $28,000 $5,600 $2,800 -----------$36,400 16.14% $110,152 48.86%
5.0 Controls
The purpose of the marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance. Revenue: monthly and annual, based on plan compared to actual sales. Expenses: monthly and annual, based on plan compared to actual expenses. New customer percentage, that meets or exceeds stated expectations. Customer satisfaction, that generated repeat purchases and referrals.
Page 11
Campus Laundry
5.1 Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.
Milestones
Advertising campaign #1
Promotional campaign #1
Advertising campaign #2
Advertising campaign #2
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Table 5.1: Milestones Milestones Milestone Marketing plan completion Advertising campaign #1 Promotional campaign #1 Advertising campaign #2 Advertising campaign #2 Totals Plan Start Date 1/1/03 2/1/03 2/1/03 7/1/03 7/1/03 End Date 2/1/03 6/30/03 6/30/03 12/30/03 12/30/03 Budget $0 $6,820 $1,544 $13,800 $2,580 $24,744 Manager Jason Jason Jason Jason Jason Department Marketing Marketing Marketing Marketing Marketing
Page 12
Campus Laundry
5.3 Contingency Planning
Difficulties and Risks Problems generating visibility. Overly aggressive and debilitating actions by competitors. Worst Case Risks Include Determining that the business cannot support itself on an ongoing basis. Having to liquidate equipment to cover liabilities.
Page 13
Page 1
Page 2
Page 3