Transcript
By: Chris Hamner, Alexis Younginer, Lateisha Burney, Alex Mihai, Mariaha Sanborn
Objectives
Gross Margin 60% annually Within 3 years, gain 20% market share of homes
$500,000 and up Break Even in 2nd quarter Become the go-to management service on the
island Become the most sought after company for
design and installs Bypass Retail Channels Retain long term customers through customer
intimacy
Business Strategy
Focus Differentiation Strategy
Rationale: Cater to narrow market segment Focus on clusters of homes in selected
neighborhoods Word of mouth Referrals People buy from people not businesses Difficult for competition to imitate
Target Markets
Primary Market: $500,000 Focus on gated communities Many homes are seasonal
Secondary Market: $850,000 Focus on gated communities Main expertise will be yard enhancements
Positioning Statement
The most innovative developer of distinctive landscapes for the luxury homeowner
USP
A Cut Above
Differentiation(Products) Use of only Empire Zoysia turf Use of hybrid plants Use of top quality fertilizer Use of decorative rocks/man-made shells to
enhance yard Waterfalls/water streams with special LED lighting Solar lighting to enhance the yard at night Deciduous Trees
Differentiation(Services) Advanced knowledge of ideal Lowcountry plants Know the in’s and out’s of effective irrigation Service provided is within the customer’s budget High creativity on yard transformations Possessing a Chem-Lawn specialist User friendly web-site so customer can oversee their
enhancements/bills/ Employees are always meticulous in yard
enhancements as well as maintenance Follow up with customers face-to-face Rewards programs for loyal customers Professional dress Immaculate machinery
Pricing Strategy/Product Mix
PricingSilver (basic service)
$185/month
Gold (with fertilizer)
$225/month
Platinum (fertilizer + chem. Treatment)
$250/month
Media Mix• TV• Newspaper• Email marketing• Event marketing• Internet• Plantation Magazines
Campaign Timeline
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.Radio
Television Mobile Email Mail
Social Network
Magazines Billboards
Newspapers
Edge Landscaping
Call now for a free quote!! 843/EDG-YARD
Edge Landscaping Your business, our craftsmanship Call to set up an
appointment: 843/EDG-YARD
Product Total Sales Gross ProfitCut Above• Silver• Gold• PlatinumUpper Edge-Design and install• A-Major
Projects• B-
Transformations
New PlantingsWeed out• B-Lawn &
ShrubsFreshen-up ServiceSeasonal Accenting Model HomeGross Margin
Sales (Year-End)
Cut Above (Management) Silver = 35 Gold = 98 Platinum = 25
Upper Edge = 12 projects, 46 transformations New Plantings = 55 Weed Out = 110 Freshen-Up = 80 Seasonal Accents = 105 Model Homes = 9
Profitability Projections
Gross Sales = $956,903 Gross Profit = $573,994 Gross Margin = 60%
Summary
People Talent
Frank Elliot (Site Design) Landscaping Architect with site design,
specifications, items purchases, and quality control. Bill Malphrus COO
Operations Supervisor but retired from Chem-Lawn where he was Regional Operations Director.
Company will do Internships and training programs SCAD
Dynamic Programs
Edge training program Cross training Certifications
Edge benefit program PT0- paid time off Invest in 401k program Exclusive medical and dental insurance
Referrals and reward programs Refer future customers and receive upgrades on
management services or discount on freshen up services.
Pay-for-Performance Systems Piece- Work for “management crews” (not by the
hour). Job classification by type of work. (Design and
Install) Health benefits (group rates) Retirement Program 401K
Multiplier Effect
Customer referrals Referring friends
Engage in joint ventures Ex. partner with fencing company
Teach classes at local nurseries Model homes
Accelerated Growth
Gain alliances and further network Execute strategic financial decisions Balance projects Work to retain loyal customer base Become expert amongst competition Have motivated management team
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