Business Plan. Page 1 of 24

Transcription

1 Page 1 of 24 Business Plan EasyPro Property Services, LLC Harrison Ave. Carrollton, KY Phone: Fax: info@eastpropropertyservices.com

2 Page 2 of 24 I. Table of Contents I. Table of Contents...2 II. III. IV. Executive Summary...3 General Company Description...4 Products and Services...6 V. Marketing Plan...8 VI. Operational Plan...14 VII. Management and Organization...16 XI. Appendices...20

3 Page 3 of 24 II. Executive Summary With close to 5 years experience providing exceptional Property Maintenance Services, I would like to introduce you to my company EasyPro Property Services. We take care of your Property Maintenance needs by providing you with the services you need to protect it. EasyPro Property Services is a full service Property Maintenance company that is fully licensed, insured and worker s compensation compliant. We perform our services in a professional manner and strive to build lasting relationships with our customers. We are here for YOU 24/7, 365 days a year. We offer year round services so that you can be comfortable in dealing with only one contractor. For residential customers we not only take care of your property, we give you that much needed extra time when your off work to go watch little Johnny s soccer game, or take your family out for the day. When you select us as your property maintenance company, you can rest assured that a friendly, professional uniformed staff will be treating your home as if it was ours! For our commercial customers; cleaning side walks and buildings not only give them their curb appeal back; it makes the property over all more inviting. We will be more than happy to sit down and discuss a 12 month property maintenance service to keep your property looking great year round. In closing, EasyPro is the only name you need to know when it comes to taking care of your property. We stand for three things: Quality, Professionalism, and Customer Service. You can count on getting the same great service year after year. We are here for you and strive to make your life EASY!

4 Page 4 of 24 III. General Company Description Mission Statement: To improve the IMAGE and CLEANLINESS of properties by providing QUALITY work, completed with the highest level of PROFESSIONALISM, backed by unmatched CUSTOMER SERVICE. Company Goals and Objectives: Our goals are to meet AND exceed our customer s expectations, leaving them with a more appealing property. Objectives are to do $100k in gross sales by Add first full time crew by Owner will no longer be doing technical work by 2018 Business Philosophy: Since the customer is the driving force behind a service company, this is our number one priority. We will make every stride to meet AND exceed their expectations. EasyPro Property Services will serve customers in the residential and commercial market. We also provide our services to property managers that manage apartments, condos, and commercial retail. The property maintenance industry is not a growing industry. But we see this as a good thing! There are not many companies that provide power washing, roof cleaning, window washing and our other services, never the less a company that combines them together for added convenience to the customer. In our current service area if there are one or two companies that try to form, our goal is to have such a hold on the market that there is no way for these companies to excise let alone succeed! The most important company strength is our attention to detail and our drive to always satisfy our customers. Our major competitive advantages are: A high level of professionalism when doing business. Advance technical methods that are new to the industry and that our competition does not have. We have the best customer service in the area! As the president of the company my experience, skills, and strengths are very important to the company. I have been working in the property maintenance industry for almost five years. I those years I have met and dealt with many new and existing customers. This has helped me develop my social skills and public speaking ability. I have studied

5 Page 5 of 24 sales extensively and am very confident in my selling ability. I am very confident that I have what it takes to make this company grow and succeed! Legal form of ownership: EasyPro Property Services is a sole member LLC. This is the best form of ownership for the company because it will allow the company to be taxed as if it were owned by a sole proprietor but when time comes to grow, the owners assets will not be at risk.

6 Page 6 of 24 IV. Products and Services EasyPro Property Services is a full service property maintenance company that offers several services conveniently bundled together. Our services are: Pressure Washing o House Washing, Concrete Cleaning, Gutter Cleaning, Building Washing, Awning Cleaning, Deck Restoration, Roof Cleaning o Safe low pressure roof cleaning Tile and Shingle Window Cleaning o Interior and exterior window cleaning up to three stories. Lawn Care o Weekly and 10 day lawn maintenance which includes mowing, trimming, edging, and blowing all clippings from paved surfaces. Landscaping o Bed Install and Removals, Lawn Installs Hydro Seeding and Conventional Seeding, Landscape Lighting, Irrigation, Hardscaping, Tree and Shrub install and removal, Bed Preparation, Bed Edging, Flowers Installation, Drainage, Sod Install, Fertilizing & Weed Control, Mulching, Weeding, Bed Edging, Shrub Trimming, Aeration, Power Seeding, Seasonal Cleanup, Sod Removal, Lawn Renovation Snow Removal o Plowing, Salting and Sanding, Side Walks, Drives, Parking Lots All services are offered to residential and commercial customers as well as Property managers

7 Page 7 of 24 This difference between our services compared to our competition is our high level quality and some technical differences. Our exclusive soft washing techniques used for building and house washing uses a custom blended detergent and low pressure that allows us to cut our time on the job by over half compared to using high pressure and no detergent. Another advantage is that we are able to sell against companies using high pressure. High pressure damages siding and can cause water intrusion to occur behind the siding. We are also one of the only companies in the area to offer edging to our lawn care customers. As far as roof cleaning is concerned, we are the ONLY roof cleaning company in between Louisville and Cincinnati. Our pricing structure is very profitable. Most jobs are billed on a net 30 fashion with residential jobs normally being paid for at completion of the job.

8 Page 8 of 24 V. Marketing Plan Economics Facts about your industry: Our market right now consists of the counties of Carroll, Gallatin, Boone, Grant, Owen, Henry, Trimble, Oldham, and Shelby in Kentucky and Jefferson and Switzerland County in Indiana for power washing, landscaping and roof cleaning. For lawn care we serve the counties of Oldham and Carroll in Kentucky and Jefferson in Indiana. We look to push right to the edge on the Cincinnati and Louisville markets. This will allow us to be very dominant with little to no competition. Locally we are one of only two companies that offer our variety of services. The other company is not really a company, it is a sole proprietor that does lawn care, landscaping, and pressure washing. We have a competitive advantage over this person because of the other services we offer such as roof cleaning and window cleaning. We can use this to our advantage to get in with his customers and eventually take them over. We are the ONLY company between Louisville and Cincinnati that offers roof cleaning. This is good because we get to set the pricing, info, and most importantly we are the only ones to call. In the counties that we serve we have only found one other company that offers most of our services. We do not feel that these two companies we have mentioned are a threat because we do not feel these are companies or businesses these are simply people that own equipment! What is the demand in our market? The demand for our services is very high. From experience, we have seen that most people and businesses find it easier to deal one company. We have utilized this in our business model by offering several services that a person or business could use to increase the curb appeal of their property. It is easier to choose us then trying to deal with three or four doing different task on the property. We are marketable to not just one group of people but rather to a range of customers. Trends in target market there will always be customers needing their lawn maintained, windows washed, building/home cleaned and snow removed. Our task is to find these customers and exploit them to the point that we are the go to company. As stated above there are very few companies in our area that

9 Page 9 of 24 provided our services grouped together. We look to take a big percentage of the market so that if a company does happen to form it will be impossible for them to over through us. Growth potential and opportunity for a business of your size As of now EasyPro Property Services consist of one full time employee (the owner) and a couple helpers. By year 2010 we look to add our first full time crew and be at the $100k/year revenue point. By 2012, we want to have a large hold in the commercial and residential markets in Oldham County Kentucky and Jefferson County Indiana. These will be our primary markets that we feel we can be most profitable in. By 2015, the goal is to have an owner pay out of $100k. What barriers to entry do you face in entering this market with your new company? Product o High cost of advertising do to a high volume of advertising o Consumer acceptance o Company recognition Our number one concern will be the cost of advertising. We want to be the one and only company that comes to people s minds when they think of property services. To do this we are going to have to do a lot of gorilla marketing. We are going to have to hit people with every type of advertisement possible. This ties into our second and third barrier Consumer acceptance and company recognition. We are going to have to be at the top of our game to keep customers happy so that they will accept us and continue to use us. We also hope that word of mouth will carry us after year five. Features and Benefits Pressure Washing Our pressure washing services can help you rid your property of pollutants, thus giving your property more curb appeal. Our advanced foam washing technology helps prevent damage from occurring when cleaning building exteriors. On most building surfaces (i.e. vinyl siding, dryvit, and stucco) excessive pressure can cause water intrusion into or behind the surface which could in turn cause paint to crack, and mold to grow in un seen places.

10 Page 10 of 24 Roof Cleaning Roof cleaning services can be performed on both commercial and residential properties. Roof cleaning can save the customer thousands of dollars. By educating our customers we can show them that most roofs don t need replaced they just need cleaned. Cleaning your roof can increase curb appeal, increase the value of a home or building, and could keep your roof from prematurely failing. Lawn Care & Landscaping Our lawn care and landscaping service is targeted specifically to high end residential customers and commercial properties. We provide high quality lawn care and landscaping services at a premium price. Choosing EasyPro Property Services as your lawn maintenance company will add outstanding curb appeal to your property and add to the value of your home! All services are covered by my personal satisfaction guarantee! One of the main parts of this company s ability to succeed is outstanding customer service. With that said I will do everything in my power to keep my customers happy! Customers Our target customer base is high end residential and commercial retail and residential. Of the residential market, we will concentrate on house holds with a combined income of 90k + per year. These customers will be in a 30 mile radius from Carrollton, KY. The main areas to be targeted are Madison, IN and Oldham County, KY. We will focus on couples in their 30 s 40 s and 50 s. Commercially, we will turn our focus to property owners and managers of retail space and residential. Retail space consists of strip malls, shopping centers, amusement parks, and office space. Commercial Residential is a mix of apartments, condos, HOA, and patio homes. Commercial work will be with in a 30 mile radius of Carrollton, KY.

11 Page 11 of 24 Competition What products and companies will compete with you? List your major competitors: Chowning s Property Services, Carrollton KY Jeramie Chowning will be our competition in lawn and landscape, pressure washing, and snow removal. Although he provides the same services as us, we will have a bigger hold in the residential market. Chowning has two or three big (volume wise) accounts that keep him busy. When it comes to pressure washing our advanced methods make us impossible to compete with. Enviroscape, Madison Indiana Enviroscape is our biggest competitor in the Lawn Care & Landscaping division. Although they do a lot of work in town locally and also in Madison, I am doing a lot behind the scenes to really bust into Madison! We have the first page of Google pretty much covered up. We are also planning a huge campaign for the first of the year. We have several competitive advantages over the competition. First off being that we sell on value. We let the customer know the benefits of using our services. Secondly we have top notch equipment, and special methods and techniques unique to our company only. Third we want/will build a relationship with our customers. We want them to know that from year to year we will be there for them. Finally, EasyPro Property Services is a company not a job. I as the owner will continue to hone our processes and make us more systematic and profitable. The only major disadvantage I can see my company having is being perceived as being young and incapable of completing task in the customer s eyes. Niche Our niche is to provide customers with superior work in both the residential and commercial markets. This work will be backed by professionalism that can be found no where else. All employees will be courteous and uniformed! We will dominate the property service market with a goal of 80% hold.

12 Page 12 of 24 Strategy We will use a combination of direct mailing and cold calling to reach customers. Once they are our customer, we will max out the dollars possible from said customer. We will let our work speak for itself, which mean we will also rely on referrals. Promotion We will reach our customers by direct mailing campaigns, cold calling, and by doing presentations for offices. We feel that direct mailing will be our best option for marketing. Our marketing plan goes like this: Week 1: Send out intro letter to select customers with magnetic business card Week 2: Customers will receive a post card; this will mix with seeing our truck in and out of the neighbor hood giving estimates and doing jobs. Week 4: Customers will receive a flier, this will be the final piece to go out and these customers will be the smaller portion of the neighbor hood. Most work will be done between weeks 2 and 3. This is a proven method used by several other successful businesses in the industry. This type of marketing is more expensive that usual but I feel it will have a better ROI. To combat with the high price of direct marketing we will do e mail blast along with SEO work to get ranked better on Google. As of now we are number one for all our services in the areas we work in. We are one the whole first page for roof cleaning in our areas. This is all done for only $12 a month which is for hosting fees with yahoo. We want to be the Porsche of our industry. With that being said we will make sure to back the name up with the high quality work people expect from a big price tag. A study showed that 79% of people relate high price to high quality. We want those customers. In addition to advertising, we have company uniforms, letter heads, logos, and lettered vehicles.

13 Page 13 of 24 Promotional Budget Our budget for 2009 is going to be right at $20k A large majority of that will be spent at the begging of the year to help push our name and to buy initial marketing materials. Close to 5k will be spent with in March and April. After that we will target a new area each month. This will help with the cost and keep our business steady. Pricing Our pricing will vary from one side of things to the other. As of now our pricing structure is very solid. We are covering all expenses and making good margins on profit. We are one of the highest priced companies, but as stated before that is because our price tag is backed with high quality and professionalism! We sell on benefits and value to our customer so price is really not an object and is one of the last things I speak about when selling. Customers shopping based on price are not our customers. With our pricing is a 100% satisfaction guarantee! We also bill accounts in net 15, 30, and 60.

14 Page 14 of 24 VI. Operational Plan Production We are a service based business so the job is taken care of at the work site. Location As of now the company is ran from my house. This doesn t mean we will not grow and need a location in the future, there for we will add this to our budget. Legal Environment Describe the following: We have state and city licenses All OSHA requirements and standards are followed and met. We have 1 million dollars worth of insurance per occurrence Personnel 1 full time (owner) 1 part time We will find employees when the time comes for them through temp agencies. The staff will be required to wear uniforms and Intro Pay is $10/hr with a $2 raise after one year. The owner salary is taken out weekly and for next year will be $200 Employees will be given a training day which is where they will learn about the equipment and will learn to use it. OJB will follow the next day I handle all office work such as the books and scheduling For certain functions, will you use contract workers in addition to employees? YES

15 Page 15 of 24 Suppliers Identify key suppliers: Pressure Tek Pressure washing and roof cleaning supplies Net 30 and next day shipping Very Reliable Craig s Do-It Center General Supplies and Lawn Care Supplies Net 30 and Local store pick up Reliable John Deere Landscape Landscaping supplies Cash and Carry or Net 30 Great Service Credit Policies We accept credit cards, and also provide net 15, 30 and 60

16 Page 16 of 24 VII. Management and Organization I will be managing the business for the first five years. On the sixth year I will hire an operations manager to take my place in the field. I have over 3 years in the property maintenance industry. I have also studies sales as a hobby and feel very confident in my ability to sell work. For the first few years we will be running as a solo operation with helpers. When the time comes to grow and hire employees, they will be hired on through a temp agency.

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18 Page 18 of 24 Professional and Advisory Support Management advisory board o Jeff Mud SCORE Representative Louisville, KY Attorney o Nicholas Marsh Monk and Marsh PSC. Carrollton, KY Accountant o Dennis Raiser Raiser, Zap, & Woods CPA Carrollton, KY Insurance agent o Mark Smith Mark Smith State Farm Carrollton, KY Banker o Matt Lipe Farmer s Bank of Milton Carrollton, Kentucky

19 Page 19 of 24 Mentors and key advisors o Ken Fenner Pressure Pros, Inc. Philadelphia, Pennsylvania Business Management and Marketing o Michael Kreistle First Choice Power Washing Lexington, Kentucky Residential Pressure Washing & Roof Cleaning o Carlos Gonzalez California Heartlands Bay Area, California Lawn Care & Landscaping o Russ Spence Pro Kleen Power Wash Birmingham, AL Commercial Pressure Washing o Jeff LeCours JL Pressure Washing Myrtle Beach, SC Condos, HOA, and Apartment Pressure Washing

20 Page 20 of 24 VIII. Appendices Company Flier Digital Designs Logo Letter Head Truck Winter Ad

21 Page 21 of 24 EasyPro Property Services is your easy solution for professional property services! Our services range from commercial to residential, and include: House/Building Washing, Lawn Care & Landscaping, Roof Cleaning, Concrete Cleaning, Gutter Cleaning, Kitchen Exhaust Cleaning and More!

22 Page 22 of 24 Every Landscaping Job Gets a Detailed 3-d Render of Their Property

23 Page 23 of 24 LOGO Letter Head Truck Decals

24 Winter Ad Page 24 of 24