Brightwork Inc.
2008 Business Plan
Purposes:
Guidance in growth of the company & people within the company.
Maintaining & improving quality of workmanship, efficiency & organization.
To keep company & people within the company on task and focused on the goals we have set for ourselves.
To give ourselves a standard & timeline by which to measure success & progress.
To give everyone involved with the company an opportunity to grow within the company so that the company can grow with them.
Goals for 2008:
Refer to this document at least once a month & track progress.
Written work instructions for each technician task.
Instructions for operation of equipment including troubleshooting & clean up.
Procedures & corrective action.
Customer relations
Written work instructions for each secretarial task.
Phone scripts.
Record keeping procedures.
Tracking
Written work instructions for each managerial task.
Timekeeping, and supervisory duties.
Progress reporting
After action reporting
Corrective action.
Written work instructions for each Marketing related task.
Setting a budget
Marketing Plan by Market Segment
Tracking & targeting
Web site development
Content development.
Implementation.
Written work instructions for each Sales related task.
Sales goals weekly, mothly, quarterly & annually
Job cost analysis
Written proposal preparation
Customer Relations
Follow up procedures
Equipment selection & revision.
Vehichle cost & capacity
Productivity & versatility of equipment
New purchase cost/benefit analysis
Service profitability analysis
Focused marketing of the 3 most profitable services
Goals for 2008 (Continued):
Standardized forms
Invoices
Service agreements
Written proposals
After & corrective action reports
Accounting
Monthly Profit & Loss Analysis broken down: Overall, By Service, By Vehichle
Break down of where the money went & came from.
Analysis of trends.
Product Selection & Inventory
Carpet cleaning production & spotting
Ceramic Tile & Stone cleaning & sealing
VCT Stripping & Refinishing
Purposed Time Line for Implementation & Delegation:
Jeremy -
Work Instructions: For all positions mentioned above completed & distributed by March 1st, 2008.
Product Selection & Inventory Management - Ongoing Progress reporting due quarterly
Generation of Standardized Forms - After & corrective Reports action due by March 1st.
Equipment Selection (with the aid of Matt &/or Greg) - Ongoing progress reporting due quarterly
Andrea -
Acounting: Tally, Average & Record all sales & expenses monthly.
Assist Alicia in marketing efforts through identifying prospect accounts.
Alicia-
Marketing: Identify decision makers, generate letters, save records accordingly.
Greg &/or Matt:
Consult with Jeremy on the topics of “Progress & Strategic Planning” on a regular basis. At a minimum of once per month.
Proof read & critique newly generated Standardized Forms.
Assist in Equipment Selection.
Sale of add on services & service bundles.
Development of the “next great idea” for our marketing materials.
Notes:
Sales Goals
Annual Sale Goal: Gross sales of $75,000 in 2008
2 year goal: $120,000 in gross sales in 2009
2008
Average Gross Quarterly Sales of $18,750
Average Gross Monthly Sales of $6,250
Average Gross Weekly Sales of $1,500 (50 weeks a year)
Average Daily Sales of $300 (5 day week)
Average hourly earnings of $37.50 (8 hour day)
2009
Average Gross Quarterly Sales of $30,000
Average Gross Monthly Sales of $10,434.79 (11.5 months per year)
Average Gross Weekly Sales of $2,400 (50 weeks a year)
Average Daily Sales of $480.00 (5 day week)
Average hourly earnings of $60.00 (8 hour day)
Now the only question that remains is:
How do we make it inevitable that we meet & exceed these goals.
1)
2)
3)
4)
5)
6)
7)
8)
9)
Marketing Plan
2008
Annual Budget: $7,500.00
Quarterly Budget: $1,875.00
Monthly Budget: $625.00
Weekly Budget: $150.00
Daily Budget: $30.00
How do we make this limited budget work for us?
By maximizing the value of our marketing dollar.
By servicing the client in an exceptional manner & standing behind our work once completed. This will build trust in the brand & confidence in our service
By targeting our marketing efforts to accounts “worth servicing”. This means cherry picking accounts. Find the most profitable jobs & pursue them with a vengeance.
Look for people that are looking for us. Key indicators being square footage, the need for a clean appearance and the need for regular maintenance.
By focusing on a few market segments with similar needs so as to tailor the marketing specifically to them.
By pre-qualifying the prospects in a market segment. Make sure these are place we want to work in.
By identifying just whom at the prospective clients place of business needs to see the materials prior to sending them. This ensures (or at the least increases the chances of ) our materials reaching the decision maker.
By offering discounted service bundles to each and every customer. This maximizes the lifetime value of the customer while giving us predictable cash flow.
By marketing our most profitable services. Example: Stripping & refinishing VCT usually grosses about 45.00 per hour while burnishing usually grosses well over $100 per hour. Why strip a floor if it will never be burnished? Sell the follow on services or price the one time service much higher in order to maintain profitability.
In keeping with the above principles here is my plan:
Assuming a cost of $2.00 per piece for commercial sales packets (including labels, flier printing, gift certificate printing, letter preparation, paper & envelopes) and our budget of $7,500.00 : I purpose to spend roughly half of our budget on targeted sales letters. This should give us 1,875 letters to prospects at a cost of $3,750.00.
These letters generally pull above a 5% response rate. Which should bring in approximately 90 or so hot leads. Assuming an (low) average ticket of $225.00 & an (extended) 8 month repeat interval this should gross a conservative $30,000.
I would like to jump start the year with a small mailing of 200 pieces in February, and a large “mass mailing” in March of 1000 pieces. The remaining 675 letters to be sent out in quarterly mailings of 225 pieces in April, Mid-June & early October.
The remainder of the budget ($3,750.00) will cover expenses for demonstrations - gas, labor, cleaning solutions, etc.), postage for the left over post cards from '07, a website ($450.00), replenishing stocks of business cards & brochures and perhaps a print ad in a Louisville Area Periodical Publication or Radio. These avenues of marketing are less targeted & untested so the return on investment is unpredictable. However, they will reach more prospective clients and cast a wider net. Properly executed they should at least “break even”.
While interacting with the clients the opportunity to sell service bundles (service agreements), and add-ons (protector, upholstery cleaning, etc.) will present it's self. Capitalize on it! This is where we make the “easy money” & keep the client happy by protecting their investment.
A word of caution: Don't be pushy. Act in the clients best interests: Be their consultant. If we can not help them in an ideal manner refer them to someone who can. Make suggestions & recommendations that are good for their bottom line & ours. Don't over sell anything. That said, resist the temtation to bundle too much i nto one proposal. Sticker shock can kill a great deal in about 1 second. Sell them what they want when they want & need it. No more, no less.
I welcome any & all suggestions. In fact I purpose to “ear mark” up to $400 dollars for implementing your ideas immediately. However, I do ask that you have a complete plan in place prior to presenting it. That said, I will give 10% of the the profits traced directly to the campaign to the individual that comes up with our “next great idea”.
Notes & Suggestions:
Your Great Idea
Overview/Theme:
Implementation Details:
Estimated Cost:
2008 Business Plan
Purposes:
Guidance in growth of the company & people within the company.
Maintaining & improving quality of workmanship, efficiency & organization.
To keep company & people within the company on task and focused on the goals we have set for ourselves.
To give ourselves a standard & timeline by which to measure success & progress.
To give everyone involved with the company an opportunity to grow within the company so that the company can grow with them.
Goals for 2008:
Refer to this document at least once a month & track progress.
Written work instructions for each technician task.
Instructions for operation of equipment including troubleshooting & clean up.
Procedures & corrective action.
Customer relations
Written work instructions for each secretarial task.
Phone scripts.
Record keeping procedures.
Tracking
Written work instructions for each managerial task.
Timekeeping, and supervisory duties.
Progress reporting
After action reporting
Corrective action.
Written work instructions for each Marketing related task.
Setting a budget
Marketing Plan by Market Segment
Tracking & targeting
Web site development
Content development.
Implementation.
Written work instructions for each Sales related task.
Sales goals weekly, mothly, quarterly & annually
Job cost analysis
Written proposal preparation
Customer Relations
Follow up procedures
Equipment selection & revision.
Vehichle cost & capacity
Productivity & versatility of equipment
New purchase cost/benefit analysis
Service profitability analysis
Focused marketing of the 3 most profitable services
Goals for 2008 (Continued):
Standardized forms
Invoices
Service agreements
Written proposals
After & corrective action reports
Accounting
Monthly Profit & Loss Analysis broken down: Overall, By Service, By Vehichle
Break down of where the money went & came from.
Analysis of trends.
Product Selection & Inventory
Carpet cleaning production & spotting
Ceramic Tile & Stone cleaning & sealing
VCT Stripping & Refinishing
Purposed Time Line for Implementation & Delegation:
Jeremy -
Work Instructions: For all positions mentioned above completed & distributed by March 1st, 2008.
Product Selection & Inventory Management - Ongoing Progress reporting due quarterly
Generation of Standardized Forms - After & corrective Reports action due by March 1st.
Equipment Selection (with the aid of Matt &/or Greg) - Ongoing progress reporting due quarterly
Andrea -
Acounting: Tally, Average & Record all sales & expenses monthly.
Assist Alicia in marketing efforts through identifying prospect accounts.
Alicia-
Marketing: Identify decision makers, generate letters, save records accordingly.
Greg &/or Matt:
Consult with Jeremy on the topics of “Progress & Strategic Planning” on a regular basis. At a minimum of once per month.
Proof read & critique newly generated Standardized Forms.
Assist in Equipment Selection.
Sale of add on services & service bundles.
Development of the “next great idea” for our marketing materials.
Notes:
Sales Goals
Annual Sale Goal: Gross sales of $75,000 in 2008
2 year goal: $120,000 in gross sales in 2009
2008
Average Gross Quarterly Sales of $18,750
Average Gross Monthly Sales of $6,250
Average Gross Weekly Sales of $1,500 (50 weeks a year)
Average Daily Sales of $300 (5 day week)
Average hourly earnings of $37.50 (8 hour day)
2009
Average Gross Quarterly Sales of $30,000
Average Gross Monthly Sales of $10,434.79 (11.5 months per year)
Average Gross Weekly Sales of $2,400 (50 weeks a year)
Average Daily Sales of $480.00 (5 day week)
Average hourly earnings of $60.00 (8 hour day)
Now the only question that remains is:
How do we make it inevitable that we meet & exceed these goals.
1)
2)
3)
4)
5)
6)
7)
8)
9)
Marketing Plan
2008
Annual Budget: $7,500.00
Quarterly Budget: $1,875.00
Monthly Budget: $625.00
Weekly Budget: $150.00
Daily Budget: $30.00
How do we make this limited budget work for us?
By maximizing the value of our marketing dollar.
By servicing the client in an exceptional manner & standing behind our work once completed. This will build trust in the brand & confidence in our service
By targeting our marketing efforts to accounts “worth servicing”. This means cherry picking accounts. Find the most profitable jobs & pursue them with a vengeance.
Look for people that are looking for us. Key indicators being square footage, the need for a clean appearance and the need for regular maintenance.
By focusing on a few market segments with similar needs so as to tailor the marketing specifically to them.
By pre-qualifying the prospects in a market segment. Make sure these are place we want to work in.
By identifying just whom at the prospective clients place of business needs to see the materials prior to sending them. This ensures (or at the least increases the chances of ) our materials reaching the decision maker.
By offering discounted service bundles to each and every customer. This maximizes the lifetime value of the customer while giving us predictable cash flow.
By marketing our most profitable services. Example: Stripping & refinishing VCT usually grosses about 45.00 per hour while burnishing usually grosses well over $100 per hour. Why strip a floor if it will never be burnished? Sell the follow on services or price the one time service much higher in order to maintain profitability.
In keeping with the above principles here is my plan:
Assuming a cost of $2.00 per piece for commercial sales packets (including labels, flier printing, gift certificate printing, letter preparation, paper & envelopes) and our budget of $7,500.00 : I purpose to spend roughly half of our budget on targeted sales letters. This should give us 1,875 letters to prospects at a cost of $3,750.00.
These letters generally pull above a 5% response rate. Which should bring in approximately 90 or so hot leads. Assuming an (low) average ticket of $225.00 & an (extended) 8 month repeat interval this should gross a conservative $30,000.
I would like to jump start the year with a small mailing of 200 pieces in February, and a large “mass mailing” in March of 1000 pieces. The remaining 675 letters to be sent out in quarterly mailings of 225 pieces in April, Mid-June & early October.
The remainder of the budget ($3,750.00) will cover expenses for demonstrations - gas, labor, cleaning solutions, etc.), postage for the left over post cards from '07, a website ($450.00), replenishing stocks of business cards & brochures and perhaps a print ad in a Louisville Area Periodical Publication or Radio. These avenues of marketing are less targeted & untested so the return on investment is unpredictable. However, they will reach more prospective clients and cast a wider net. Properly executed they should at least “break even”.
While interacting with the clients the opportunity to sell service bundles (service agreements), and add-ons (protector, upholstery cleaning, etc.) will present it's self. Capitalize on it! This is where we make the “easy money” & keep the client happy by protecting their investment.
A word of caution: Don't be pushy. Act in the clients best interests: Be their consultant. If we can not help them in an ideal manner refer them to someone who can. Make suggestions & recommendations that are good for their bottom line & ours. Don't over sell anything. That said, resist the temtation to bundle too much i nto one proposal. Sticker shock can kill a great deal in about 1 second. Sell them what they want when they want & need it. No more, no less.
I welcome any & all suggestions. In fact I purpose to “ear mark” up to $400 dollars for implementing your ideas immediately. However, I do ask that you have a complete plan in place prior to presenting it. That said, I will give 10% of the the profits traced directly to the campaign to the individual that comes up with our “next great idea”.
Notes & Suggestions:
Your Great Idea
Overview/Theme:
Implementation Details:
Estimated Cost:
