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Table of Contents

1.0 Executive Summary ……………………………………………………………………………..………………….. 3

2.0 Situation Analysis …………………………………………………………………………….…………………….. 3

2.1 Market Analysis Summary ……………………………………………………………………………… 3

2.1.1 Market Segmentation ………………………..……………………………….…………….…. 3

2.1.2 Market Needs ………………………………………………………………………………….... 3

2.1.3 Target Market Segment Strategy …………………………………………...………………. 4

2.1.4 Service Business Analysis ………………………………………………...………………… 4

2.1.5 Competition and Buying Patterns ……………………………………………………………4

2.2 SWOT Analysis …………………………………………………………………………………………..…4

2.2.1 Strengths ……………………………………………………...…………………………….…… 5

2.2.2 Weakness …………………………………………………………………………………….….. 5

2.2.3 Opportunities ……………………………………………………………………………....…… 5

2.2.4 Threats …………………………………………………………………………………...………. 5

2.3 Competition …………………………………………………………………………………………….….. 5

2.4 Services ………………………………………………………………………………………………….…. 5

2.5 Keys to Success ………………………………………………………………………………………...… 6

2.6 Critical Issues ………………………………………………………………………………………...…… 6

3.0 Marketing Strategy ………………………………………………………………………………………..………… 6

3.1 Mission …………………………………………………………………………………………….……….. 6

3.2 Marketing Objectives …………………………………………………………………………….………. 6

3.3 Financial Objectives ……………………………………………………………………………………… 6

3.4 Target Markets …………………………………………………………………………………….………..7

3.5 Positioning ………………………………………………………………………………………….……… 7

3.6 Strategy Pyramids ……………………………………………………………………………….…………7

3.7 Marketing Mix ……………………………………………………………………………………………… 8

3.8 Marketing Research ……………………………………………………………………………………… 8

4.0 Financials ………………………………………………………………………………………………………………9

4.1 Break Even Analysis ………………………………..………………………………………...………….10

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4.2 Sales Forecast …………………………………………………………………………….…………..….11

4.3 Expense Forecast ……………………………………………………………………….………..…….. 13

5.0 Controls …………………………………………………………………………………………….………..……… 14

5.1 Implementation …………………………………………………………………………….……..………14

5.2 Marketing Organization …………………………………………………………………….……….…..15

5.3 Contingency Planning ………………………………………………………………………….………..15

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1.0 Executive Summary

is a personal concierge, assistant, and life style management team serving the market of seniors, parents, and busy
professionals in Atlanta, Georgia and surrounding suburbs. The company is able to do almost any errand the clients
need from the pickup of dry cleaning to event planning. Clients will welcome our service as it will free up their time
allowing them to spend it on what really matters.

The most important objectives for the first three years include: increase our number of clients served by 20% per
year through superior performance, aggressive networking, and word-of-mouth referrals.

2.0 Situation Analysis

HM is in the beginning stages of their first year of operation. A strategic and focused marketing plan is required to
bring the business to profitability. The basic market need is for an affordable personal concierge, assistant, and
lifestyle management service. There are several concierge firms in the area, but none that are within the price range
of those who truly need the service.

2.1 Market Analysis Summary

HM possess good information regarding the Atlanta market and the various individuals that are in need of
competitively priced personal concierge service. This information will be leveraged to allow HM to better understand
their target customer, their needs, and the best method of communication to achieve the desired result. HM will target
seniors, busy professionals, and parents. These individuals often have extremely busy schedules, including a great
deal of travel time. This service will allow them to concentrate on work and family life with the comfort of knowing the
things that they typically do not have time for, they need not make time for as it will be handled at their convenience.

Target Market Forecast

Potential Customers
Seniors
Parents
Busy Professionals

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Table 2.1 Target Market Forecast

Potential Customers Growth 2010 2011 2012


Seniors 3% 120 124 128
Parents 6% 180 191 203
Busy Professionals 6% 180 191 203

Total 15% 480 506 534

2.1.1 Market Segmentation

The target market for HM is broken into three segments:

 Busy professionals who are willing to pay for someone to handle the mundane tasks of everyday living
while they concentrate on their careers
 Parents who recognize that they cannot do it all, but are yet unwilling to sacrifice time spent with their
family.
 Seniors who are not as mobile, yet have daily business affairs and errands that require attention.

2.1.2 Market Needs

HM’s primary market has certain needs that are outlined below.

 They often find that their stress level is high because of burning the candle at both ends.
 They have errands that require handling, yet due to the lack of mobility it turns into a time consuming
and daunting task.

2.1.3 Target Market Segment Strategy

The best way to develop the company is to make our service necessary and accessible to the public. By
facilitating their needs easily, we offer a great service at little inconvenience to them in a time where
convenience matters the most.

In its broadest definition, the American shopping market consists of every American who needs to buy
goods and services for themselves and their families. Although it is the aim of HM to eventually reach out to
a wide range of shoppers, including corporations and people looking for "hard to find" items, the company
will focus first on seniors, parents, and busy professionals.

2.1.4 Service Business Analysis

HM offers the service of facilitating and handling the logistics of time consuming tasks as well as the
purchasing and delivery of such items to the customer's residence. The primary attraction of such a service
is that it significantly cuts down on shopping time for busy customers who wish to utilize their time for other
purposes. With the advent of computers and the Internet, it is believed that this service can be offered at a
low cost, and can be enhanced through the use of an established-customer database to track individual
preferences.

2.1.5 Competition and Buying Patterns

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This is a luxury service being provided at an affordable cost allowing HM to maintain clients and keep their
needs constant. This requires being aware of economic changes, as well as alterations in trends.

At the moment, there are few services like this in the Atlanta area. Therefore, there is a tremendous
opportunity to build and retain significant market share. Customers choose and retain services like this often
through word-of-mouth, when the company is able to achieve a high level of customer satisfaction. Although
it is the aim of HM to significantly lower costs of this luxury service, at this time, cost does not play a
significant factor in how customers choose a shopping service. The bottom line is establishing a strong
intimate relationship with customers to capture the long-term profits through repeat business and create the
enthusiasm among customers that will spur on word-of-mouth marketing.

The market trend for the personal concierge industry is consolidation and full-service offerings. In today’s
economy, firms are also under pressure to offer a wider range of services at a price that is so competitive
that it would not make sense financially to not invest in such a service. The reasoning behind this trend is
that the firms will be able to capture more business if they offer a one-stop-shopping solution that will relieve
prospective clients from current obligations and responsibilities they currently do not possess the time
to address. This last trend certainly improves convenience, but by outsourcing numerous resources
available within the HM database, it becomes effective and allows for time for additional pursuable clientele.
By anticipating and addressing the needs of future clientele, HM will concentrate on their core
competencies, addresses market needs, and set the standard within the personal concierge industry in
Atlanta, Ga.

2.2 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company and
describes the opportunities and threats facing HM.

2.2.1 Strengths

 Knowledgeable employees with notable experience


 Low operating cost which translates into low affordable prices for clients
 Ability to accept client request over the internet which renders a convenient experience
 Highly trained employees in customer service & personal care

2.2.2 Weakness

 Lack of brand awareness as a result of company newness


 At start up limited services offered
 Client services only accessible in Metro Atlanta & surrounding areas
 Inadequate budget for marketing HM to create awareness

2.2.3 Opportunities

 Help clients manage their personal tasks by assisting with home and work duties which creates more
private time for family and friends
 Develop a stronger client base by networking and maintaining positive customer feedback
 Create a user friendly website which makes company/client interaction easier

2.2.4 Threats

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 Economic downturn which may give the assumption that our services are less needed
compared to other personal needs
 Competition from businesses that are already recognized

2.3 Competition

HM’s main competition comes from globally recognized companies:

 Tasks Everyday
 2 Places at 1 Time
 Longer Days

2.4 Services

HM will help its customers make the most of their valuable time. The company will help clients manage their
busy schedules by taking care of their personal errands. The goal is to make life easier, no worries.

 Care for pets & plants


 Buy gifts
 Supervise home repair, delivery and cleaning contractors
 Purchase groceries
 Obtain tickets to entertainment events
 Organize bills & mail
 Plan parties & other events
 Do laundry & pick up dry cleaning
 Schedule car repair and wash car

2.5 Keys to Success

Keys to success will be:

 Attention to detail
 Professionalism
 Promptness
 Creativity
 Results

2.6 Critical Issues

HM is still in the provisional phase as a service provider. Its critical issues are: to build brand awareness
which will drive customers to the business and to continue to take a reasonable financial approach to
business operations

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3.0 Marketing Strategy

3.1 Mission

The mission of HM will be to provide the customer with superior concierge services. Our goal is to add
valuable hours back into the customer’s life. It is our sincere desire to surpass any expectation that the
customer may have of our service.

3.2 Marketing Objectives

 Increase customer base at a rate of 15% per month for the first year.
 Contract experts in our key service fields.
 Saturate our target market with intense advertising and word of mouth referrals.

3.3 Financial Objectives

 Triple the preferred vendors list with the best professionals in most requested services.
 Turn a profit within the first six months of business.
 Reach a 50% growth rate within the first 18 months of business.

3.4 Target Markets

 This company will target seniors, single parents, and working professionals. The advertising for the active
seniors will be placed in senior centers, restaurants that offer senior discounted menus, medical facilities
and drug stores throughout the greater Atlanta area. The advertising medium to target busy parents and
working professionals will be seminars, daycare centers, social media outlets like Facebook, Twitter and
Linked-In. Each advertising medium will be used to list the services provided for the specific needs of the
target audience.

Advertising: Networking Initiatives, Referral programs, pamphlets, mailers, website, Adwords, and internet
will be used to enhance our presence to our customer base.

3.5 Positioning

HM’s founders will position themselves to network amidst each market segment and present the elite
personal concierge service of the Greater Atlanta area.

 Specialized skill set: HM will compile a preferred vendors list of professional stylists, makeup
artists, nail technicians, handymen, information technology professionals, landscaping companies, and
caterers. This will afford the business an opportunity to service various clients per day and generate
income without incurring the expense of hiring additional employees.

 Flexibility: Maintaining a large database of top notch professionals in various fields will allow HM
to multi-service clients based on their particular needs. It also affords the company an opportunity to
schedule various services using multiple professionals from our database. Many of our competitors will
not have the professional resources of HM which allows us to inundate each target market and supply
their various needs.

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3.6 Strategy Pyramids

HM is destined to be known throughout the Greater Atlanta Area as the affordable personal concierge
service. HM’s long term business goal is to foster long term relationships the personal service needs of the
people of the Greater Atlanta Area. We have adopted the Inverted Pyramid philosophy of Nordstrom the
leader in Customer Service. The inverted pyramid philosophy places those we serve at the top of the
pyramid reminding us that we must keep their needs first and that we must work with integrity to provide the
best service possible to maintain their business. Just a level below our valued clients is our preferred
vendors who work with us because of our professional business practices and commitment to professional
acquiescence.

The marketing strategy that HM will follow is to cultivate professional relationships with each segment of our
target markets and then encourage customer referrals for loyalty discounts or complimentary services.

The motto of our business is, “No Worries” and we will work to nurture professional associations with our
patrons so that they will trust their cares HM and know that whatever the task it will be completed in a timely
fashion, by courteous and competent professionals.

It is the aspiration of the founders of HM that our company provides extraordinary service with every
interaction in the hopes that the professional veracity of our vendors will encourage our clients to refer our
services to other parents, seniors, athletes, celebrities and business professionals. While HM aspires to
grow the client base we would also like to be respected as one of the premier companies for elite
professional to associate with in business.

Although word of mouth referrals is one of the most respected forms of advertising HM will also use social
media outlets such as Facebook, Twitter and Linked-In, television and radio advertisements, as well as, paid
print advertisements in the Wall Street Journal, Local Newspaper and market segment specific periodicals to
attain new clients.

3.7 Marketing Mix

A satisfied customer experience is the ultimate goal of HM. Mixing the utmost customer service, various
advertising mediums and a fair flat rate service price point will position HM above the competition.

 Pricing: An hourly flat rate fee of $25.00 per hour for each service provided with a minimum purchase
of two hours will be paid to HM. There will be additional charges of $0.25 per miles for extended travel
of our preferred vendors. HM will offer loyal customer discounts.
 Advertising and Promotion: HM’s founders will take advantage of Social and Professional networking
opportunities to advertise. Social networking sites to advertise for maximum exposure at a minimal
cost.
 Customer service: Establishing and nurturing customer relationships will not only grow our customer
base but will also prove to be profitable with repeat business from our valued clients.

3.8 Marketing Research

At the time that the idea of HM was conceived several market segment specific focus groups were
conducted to evaluate the needs of each market segment and the value they placed on specific tasks. With
the information that was obtained the decision to bill at a flat rate of $25.00 per hour with additional cost
incurred from outside vendor.

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Facebook and Twitter surveys were posted to compile data regarding the tasks that were the most
unfavorable and the amount of money an individual would spend to eliminate that task from their to do list.
The information obtained through the survey assisted in the decision to create a group of preferred vendors.
Compiling a database of preferred vendors enhanced our presence in each market but would not cost the
business benefits that would be paid to employees.

4.0 Financials

In the following section, HM one will find a financial overview addressing the break-even analysis, sales forecast,
and expenses associated with marketing HM.

4.1 Break-even Analysis

The break-even analyses determined that 715 billable hours are needed on a monthly basis for the company to
achieve its break-even point.

$10,000

$5,000
$17,863

$0

($5,000)

($10,000)
$0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000

Break-even analysis:

Monthly unit break-even: 715 hours

Monthly sales break-even: $ 17,863.76

Assumptions:

Average per unit revenue: $ 25.00

Average per unit variable cost: $ 9.25

Estimate monthly fixed cost $ 11,254.17

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4.1 Sales Forecast

During the first month, HM’s owners, who will be in charge of managing the business, will be focused solely
on setting up the company’s operation. Brochures will be mailed to prospect customers in the Atlanta area
and suburbs. Ads will be circulated on local newspapers and a website will be created in order to promote
the services offered by the company. Management expects to start providing service to customers during
the second month of operation and to be able to keep growing monthly. The goal is to reach 1,200 billable
hours by the end of December of 2010 and to increase total billable hours by 20% during the second year
and by 30% during the third year.

Monthly Sales Forecast

$30,000.00

$25,000.00

$20,000.00

$15,000.00

$10,000.00

$5,000.00

$-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Seniors W orking Professionals Parents Others

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Table 4.2: Sales Forecast

Sales Forecast
Sales 2010 2011 2012

Seniors $ 34,500 $ 44,712 $ 62,431

Working
Professionals $ 115,000 $ 149,040 $ 208,104

Parents $ 57,500 $ 74,520 $ 104,052

Others $ 23,000 $ 29,808 $ 41,621

Total Sales $ 230,000 $ 298,080 $ 416,208

Direct Cost of
Sales 2010 2011 2012

Seniors $ 12,765 $ 16,146 $ 22,066

Working
Professionals $ 42,550 $ 53,820 $ 73,554

Parents $ 21,275 $ 26,910 $ 36,777

Others $ 8,510 $ 10,764 $ 14,711

Subtotal Cost of
Sales $ 85,100 $ 107,640 $ 147,108

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4.2 Expense Forecast

Marketing expenses will be incurred throughout the entire first year; however, advertisement expenses are
forecasted to be higher in the first four months and decrease after this period based on the belief that word
of mouth promotion will be successful. The graph below shows the amount budgeted for marketing
expenses during HM’s first year of operation.

Monthly Expense Budget

4,500.00

4,000.00

3,500.00

3,000.00

2,500.00

2,000.00

1,500.00

1,000.00

500.00

-
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Table 4.3: Marketing Expense Budget


Ads on newspaper Brochures Internet

Marketing Expense Budget 2010 2011 2012

$ $
Ads on newspaper $ 23,000 23,000 23,000

$ $
Brochures $ 8,750 7,500 6,250

$ $
Internet $ 3,300 3,300 3,300

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Total Sales and Marketing $ $
Expenses $ 35,050 33,800 32,550

Percent of Sales 15.24% 11.34% 7.82%

$ $
Contribution Margin $ 144,900 190,440 269,100

Contribution Margin/Sales 63.00% 63.89% 64.66%

5.0 Controls

The purpose of this marketing plan is to document HM’s marketing strategy and to serve as a reference for all
marketing related decisions made by management. The following controls will be implemented in order to monitor the
company’s performance towards the achievement of the marketing goals.

 Comparison of actual versus forecasted sales revenue (monthly and annual)


 Actual versus budgeted variable and fixed cost
 Analysis of contribution margin
 Comparison of actual versus forecasted profit margin
 Monitoring the number of customers
 Analyses of number of sales by customer and sales revenue by customer
 Calculation of financial return on advertising campaigns, by marketing channel.

5.1 Implementation

The following implementation plan identifies the key milestones that will be used to ensure the
accomplishment of the marketing plan.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing plan completion

Website completion

Advertising campaign 1

Advertising campaign 2

Advertising campaign 3

Table 5.1: Milestones

Plan

Milestone Start Date End Date Budget Manager

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Marketing plan completion 1/1/2010 1/31/2010 $0 All Owners

Website completion 1/1/2010 2/28/2010 $210

Advertising campaign 1 1/1/2010 4/31/2010 $15,773 All Owners

Advertising campaign 2 5/1/2010 8/31/2010 $11,707 All Owners

Advertising campaign 3 9/1/2010 12/1/2010 $7,360

Totals $35,050

5.2 Marketing Organization

All four owners will be responsible for the marketing planning and implementation.

5.3 Contingency Planning

Difficulties and risks

 Low acceptance of company’s services by the customers


 Inability to generate enough sales revenue
 Difficulty to control cost increases
 Impact of economic recession

Worst case risks may include:

 Company continuously generating financial losses


 Irreparable damage affecting company’s image
 Having to end business activities

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Appendix: Hakuna Matata

Table 4.2 Sales Forecast

Sales Forecast
Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Seniors $ - $ 750 $ 1,500 $ 2,250 $ 2,625 $ 3,000 $ 3,375 $ 3,750 $ 4,125 $ 4,125 $ 4,
Working Professionals $ - $ 2,500 $ 5,000 $ 7,500 $ 8,750 $ 10,000 $ 11,250 $ 12,500 $ 13,750 $ 13,750 $ 15,
Parents $ - $ 1,250 $ 2,500 $ 3,750 $ 4,375 $ 5,000 $ 5,625 $ 6,250 $ 6,875 $ 6,875 $ 7,
Others $ - $ 500 $ 1,000 $ 1,500 $ 1,750 $ 2,000 $ 2,250 $ 2,500 $ 2,750 $ 2,750 $ 3,
Total Sales $ - $ 5,000 $ 10,000 $ 15,000 $ 17,500 $ 20,000 $ 22,500 $ 25,000 $ 27,500 $ 27,500 $ 30,

Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Active Seniors $ - $ 278 $ 555 $ 833 $ 971 $ 1,110 $ 1,249 $ 1,388 $ 1,526 $ 1,526 $ 1,
Working Professionals $ - $ 925 $ 1,850 $ 2,775 $ 3,238 $ 3,700 $ 4,163 $ 4,625 $ 5,088 $ 5,088 $ 5,
Single Parents $ - $ 463 $ 925 $ 1,388 $ 1,619 $ 1,850 $ 2,081 $ 2,313 $ 2,544 $ 2,544 $ 2,
Others $ - $ 185 $ 370 $ 555 $ 648 $ 740 $ 833 $ 925 $ 1,018 $ 1,018 $ 1,
Subtotal Cost of Sales $ - $ 1,850 $ 3,700 $ 5,550 $ 6,475 $ 7,400 $ 8,325 $ 9,250 $ 10,175 $ 10,175 $ 11,

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Appendix: Hakuna Matata

Table 4.3 Marketing Expense Budget

Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Ads on newspaper $ 2,760 $ 2,645 $ 2,645 $ 2,530 $ 2,185 $ 1,955 $ 1,840 $ 1,610 $ 1,150 $ 1,219
Brochures $ 1,050 $ 1,006 $ 1,006 $ 963 $ 831 $ 744 $ 700 $ 613 $ 438 $ 464
Internet $ 396 $ 380 $ 380 $ 363 $ 314 $ 281 $ 264 $ 231 $ 165 $ 175

Total Sales and Marketing Expenses $ 4,206 $ 4,031 $ 4,031 $ 3,856 $ 3,330 $ 2,979 $ 2,804 $ 2,454 $ 1,753 $ 1,858
Percent of Sales 0% 81% 40% 26% 19% 15% 12% 10% 6% 7%
Contribution Margin $ - $ 3,150 $ 6,300 $ 9,450 $ 11,025 $ 12,600 $ 14,175 $ 15,750 $ 17,325 $ 17,325
Contribution Margin/Sales 0% 63% 63% 63% 63% 63% 63% 63% 63% 63%

Notes: Contribution margin = Revenue - Variable Cost.


Marketing expense was considered fixed cost and not variable.