A Cut Above the Rest
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
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