Greens Manicure Service
Executive Summary
Greens Manicure Service (Greens) is a residential lawn care service. Greens will be targeting suburban middle class homes with larger yards. A large grouping of this demographic is located in Steve's neighborhood. Steve will leverage his connection to the neighborhood to sign up customers. Having a basis in the neighborhood helps create a trust bond that will be leveraged when Steve is trying to develop the customer base.
Greens Manicure Service's mission is to provide the customer with professional lawn care. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
Greens Manicure Service is a seasonal business. All revenue activity occurs from April through the November. Greens Manicure Service will be targeting one specific group of customers, the suburban middle class. Greens is targeting middle-aged homemakers as they are more likely to rely on a lawn service. Younger homemakers tend to be more likely to do their lawn themselves. Greens will also be targeting homes that do not have teenage children to help out with the lawn.
The median income is $60-$120k, just enough to have disposable income for the care of their lawn. Greens Manicure Service will be targeting larger lawns, from 4,000-7,000 square feet. This is done because the margins are higher with larger lawns once you factor in transportation time and costs. Lastly, white-collar families will be targeted instead of blue collar families as the blue collar families are more likely to do the lawn themselves.
For year one, Steve will have one employee in addition to himself. This will create one two-person work crew. By year two Steve will purchase a second vehicle, more equipment, and hire two new employees to form a second work crew.
Greens Manicure Service is projected to reach profitability by month six and will have profits of $13,000 by the end of the third year season.
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