A Cut Above the Rest

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A Cut Above The Rest Lawn Care

Business Plan

Artesa Cooper, Michell Green, F. Michelle Harrison, Kevin Tiller

Principles of Marketing BBA 3113

Professor Phil Sturm

September 29, 2008

Table of Contents

1. Executive Summary……………………………..Page 3 2. History…………………………………………..Page 4 3. Situation Analysis……………………………….Page 5 4. Target Markets…………………………………..Page 6 5. Competitive Environment……………………….Page 7-8 6. Points of Parity & Difference……………………Page 9 7. Marketing Plan…………………………………..Page 10 8. Financial Analysis…………………………….….Page 11-12 9. Supporting Materials……………………………..Page 13

Executive Summary

A Cut Above The Rest (Cuts) is a residential lawn care service. Cuts focus on middle class residential homes with larger yards. A majority of Cuts customer base is in the Western Henrico neighborhood. Michell is a resident of Henrico County and will use her connection to the neighborhood to sign up customers. Having a basis in the community will help create a bond that will enable Cuts to develop the customer base it need for expansion. A Cut Above the Rest’s mission is to give customers excellent and affordable lawn care service at better than the rest prices. Cuts have a passion for beautiful looking lawns. Unlike most residential lawn services, A Cut Above the Rest operates year round. Cuts will target all homeowners, as they believe everyone would like a well-kept lawn. A Cut Above the Rest believe that the more lawns they are able to groom, regardless of income of the homeowner, the more income they will generate. For year one, A Cut Above the Rest will utilize the expertise of the four owners. This will create a four-person crew. By year two, Cuts will purchase another vehicle, more equipment and hire two more employees to form a second crew. A Cut Above the Rest is projected to reach profitability by month four and will have profits of $150,000 by the end of the third year. [pic]

History

Artesa Cooper, Michell Green, Michelle Harrison and Kevin Tiller established A Cut Above the Rest, Lawn Care Service, in September 2008. The owners met in March 2008 at Averett University, where they are currently enrolled and working towards a Bachelor of Business Administration Degree. During one of their study group meetings they discovered that they each shared a passion for looking at beautiful well-kept landscapes. This passion ignited an idea to pool together their training and financial resources to start a business that would offer other people an opportunity to enjoy the splendor of a beautiful lawn. The vision for the business came from each owner’s life experience of successes and failures of service organizations in the lawn care service business, and their desire to form an organization to service the needs of customers as though they were their own family members. Our mission is to give our customers excellent and affordable lawn care service at better than the rest prices without cutting our customers short. The business currently serves the Richmond metro area exclusively and it maintains a small base facility in Henrico County. The facility consists of a 2,400 ft. rental unit that has offices for the principals, a rest room area, an inventory storage area and a small conference room. As we branch outside of the Richmond metro area through word of mouth advertisement, the business has expanded and requires the purchase of a larger base facility, additional equipment and the hiring of several skilled workers.

Situation Analysis

A Cut Above the Rest is entering its first year of operation. Cuts recognize that marketing will be critical to develop a sufficiently large customer base. Cuts offer residential lawn care with a desire to create beautiful lawns. The basic market need is a lawn care service that is reliable and professional.

Strengths

• Based in a community...
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