Entreprenuership

CareFare Express Click to edit Master subtitle style

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Introduction

Our Companys name is CareFare Express. We specialized in home cleaning services that cater to everybody, especially the young couples and elderly. Our Motto: To provide a clean and comfortable living environment for our valued customers. Our Slogan: We Live To Clean!

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Market Research
Market Description

Total population in Singapore is 4,608,167. employed residents aged15 to 54 seniors aged 55 and above with spending power People aged 15 to 54 represent 76.5% of the total population in Singapore (76.5% refers to 3,526,819). People aged 55 and above represent 8.7% of the total population in Singapore (8.7% refers to 399,010).

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Survey Results
Primary data collated through a total of Location of Demographics market40 surveys.
Employed Level Age Income Level Education Level Sengkang Dual income earners 31-40 years Punggol Dual income earners 31-40 years Jurong Dual Income 31-40 years Earners $3000-$5000 > upper secondary 4 room flats education 5 day week $3000-$5000 > upper secondary 4 room flats to education executive flats 5 day week $1500-$3000 Home Ownership Work-Week Patterns 4-5 day week

>upper secondary 5 room flats education

Bedok North

Dual income 31-45 years earners

$3000-$5000

<upper secondary 3 room education flats

5-6 day week

*Results shown are based on 10 surveys on each neighborhood 5/5/12 estate.

Employed Residents Aged 15 years and over by age and sex

Age ( In Years ) In Thousands 2006 Total 15 20 25 30 35 40 45 50 55 60 65 - 19 - 24 - 29 - 34 - 39 - 44 - 49 - 54 - 59 - 64 & Over 1,796.7 28.8 139.6 201.9 237.7 241.4 256.1 253.0 203.2 135.8 54.8 44.4 5/5/12 2007 1842.1 33.7 129.9 204.6 246.1 249.5 255.3 253.5 212.6 145.4 64.7 46.6

Employed and Unemployed Status of Senior Citizens

Employment Status Total % 55 to 64 years Total Employed Unemployed Economically Inactive Male Employed Unemployed Economically Inactive Female Employed Unemployed Economically Inactive 100.0 28.2 5.8 65.9 100.0 40.9 7.9 50.8 100.0 16.7 3.8 79.5 100.0 43.8 7.5 48.7 100.0 60.2 10.1 29.4 100.0 27.7 4.9 67.4 65 to 74 years 100.0 14.6 5.3 80.1 100.0 22.2 6.8 71.0 100.0 7.8 4.0 88.2 75 & above 100.0 4.2 1.5 94.3 100.0 8.0 2.4 89.6 100.0 1.5 0.9 97.6

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Employment Level
Thus,

Market contains the majority of employed residents, Who are the sustenance to Singapores economy. Potential demand for goods and services specially catered to seniors An important market to tap on for economic prosperity.

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Industry

Average Monthly Nominal Earnings Per employee by industry

2005 2006 TOTAL MANUFACTURING CONSTRUCTION SERVICES Wholesale & Retail Trade Transport & Storage Hotels & Restaurants Information & Communications Financial Services Business Services Real Estate & Leasing Services Professional Services Administrative & Support Services Community, Social & Personal Services

2007

SSIC 2005 C15-36 F45 G-V G50-51 H52-56 J58 K60-63 L65-66 M-O M70-71 N73-76 O78 P80-V99

Singapore Dollars($) 3 444 3 554 3 773 3 495 3 618 3 764 2 513 2 517 2 646 3 498 3 615 3 862 3 017 3 101 3 262 3 507 3 525 3 797 1 360 1 381 1 442 4 553 4 745 5 018 5 949 6 291 6 768 3 207 3 314 3 518 2 732 3 053 3 355 4 231 4 383 4 633 2 196 2 238 2 368 3 704 3 831 4 074

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Monthly Income Level of Employed/ Unemployed Seniors

Monthly Income (All Sources) Total Age Group % 55 to 64 years Total None Less than $500 $500-999 $1,000-1,999 $2,000 and above 100.0 1.9 36.2 32.3 20.6 9.0 100.0 0.7 25.3 33.1 28.2 12.6 65 to 74 years 100.0 1.2 44.1 35.0 14.2 5.5 75 & above

100.0 6.7 55.8 24.9 8.7 3.9

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Income Level

Employed residents have fairly high disposable income, thus, higher spending power. However, employed and unemployed residents have lower disposable income

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Employed Residents Aged 15 Years and over By Highest Qualification Attained and Sex Qualification Attained / Sex Highest In Thousands
2006 Total Primary & Below Lower Secondary Secondary Upper Secondary Polytechnic Diploma Degree 1,796.7 281.8 223.0 433.4 226.3 207.7 424.4 2007 1,842.1 276.8 230.9 438.4 234.7 223.4 438.0

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Education Level

Market consists of employed residents who are welleducated and well-informed.

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Population In Singapore
Population in Singapore and in HDB Flats P opulation('000) 4000 3000 2000 1000 0
19 70 20 00 19 60 19 80 19 90 20 07 (M ar )

Estimated Resident Population in Singapore Estimated Resident Population living in HDB Flats

Yea rs

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Work-Week Patterns

According to the Conditions of Employment Survey by Ministry of Manpower,

39.6% of employees work 5 days, 7.2 % work 5-day with regular Saturday off 15.3% work 5day 2.2 % work 6-day with regular Saturday off 16.4 % work 6-day 17.2 % work shift work 2% work other hours
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Market Research
Market Opportunity
Demographic

CareFare Express targets consumers who are employed

adequately educated consumers.

consumers who come from a middle income to high income family.

Our service packages would be much more affordable to dual5/5/12

Market Research
Market Opportunity
Psychographic

Consumers with/who:

Numerous hobbies and commitments, such as family, work or study commitments.

Hectic lifestyles

Belong to working class to high class 5/5/12

Market Research
Market Opportunity
Behavioural Consumers who desire efficiency and quality cleaning of their homes.

Brand loyal, constant and heavy users of a home cleaning and house keeping services

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Market Research
Market Opportunity
Establishment of our target market

Concentrated marketing to choose our target market.

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Market Research
Market Opportunity

Work-week Dual income patterns of young couples mostly 5 days and affluent and shift work. . employed Our seniors among Minimum Target the employed home Market residents ownership by (aged 15-54) the target and seniors market is Well educated and Employed with flats and (aged 55 and HDB informed with a an average above. above). minimum of a income of secondary $3731 education and 5/5/12

Market Research
Market Opportunity How is our home cleaning services different from other competitors?

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Market Research
Market Opportunity

-Affordable packages -Professional and Friendly domestic workers -Efficient and well-informed domestic workers -Grace-In-Motion Monthly Campaign

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Competitor Analysis
Competito Address Product/ rs Service Place Price Promotio n

Home Cleaning,

HouseKeepers Management Services

49 Jalan Pemimpin, #06-10 APS Building, Singapore 577203

Office Cleaning,

Homes,

Offices,

Spring Cleaning,

Childcare Centres

Childcare centres

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3 hrs once a week, from $218 per 4 sessions 3 hrs twice a week, from $408 per 8 sessions 3 hrs thrice a week, from $608 per 12 sessions 4 hrs once a week, from $278 per 4 None of that is sessions stated 4 hrs twice a week, from $548 per 8 sessions 5 hrs once a week, from $348 per 4 sessions 5 hrs twice a

Competitor Analysis
Company Address Product/ Services Place Price Promotio n

CareXpress

107, Jalan Hitam Manis, Singapore 278512

Home Cleaning, Office Cleaning, Spring Cleaning, Post Renovation Cleaning, Move In/Out Cleaning, Before/After Party Clean Ups

Homes, Offices,

Real Estates

Customized Cleaning Style Refer to annex Magazine (SimplyHer)

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HDB 3-Room 4-Room 5-Room Exec Apt* Exec Mas* S$300 S$300 S$300 S$350 S$350

Condo/Private Apartments 1-Bed 2-Bed 3-Bed 4-Bed* S$300 S$300 S$300 S$350

Landed Houses < 2000 sq ft* S$350

2000-3500 sq ft# S$450 Chip Bee Landed S$288 Chip Bee Landed S$350 (ironing)* Others Quote

3/4 Bed (> 1400 S$350 sq ft*

HDB 3-Room 4-Room 5-Room S$500 S$498 S$520

Condo/Private Apartments 1-Bed 2-Bed 3-Bed S$500 S$498 S$520

Landed Houses < 2000 sq ft 2000-3500 sq ft# Chip Bee Landed Chip Bee Landed (ironing) Others S$520 S$720 S$520

Exec Apt

S$520

4-Bed

S$520

S$520

Exec Mas

S$520

3/4 Bed (> 1400 S$520 sq ft

Quote

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Competitor Analysis
Competito Address Product rs / Service Place Price Promotio n

No specific address given Enquiry Hotline North, East Part-Time Central (+65) 6846 Maid/Housek eeping 9245 / 6846 9247 A Team Amahs & Babysitting South, West, Cleaners Central (+65) 6846 0428 / 6846 9247

Weekdays From $10/hr

Sat/Sun/PH/W eekday nights From $12/hr

Homes only

Weekend nights - From $15/hr

None that is stated

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Competitor Analysis
Competito Address rs
Main Office -53 Ubi Avenue 1 #03-43 Paya Ubi Industrial Park Singapore 408934

Product/ Service

Place

Price

Promotio n

For Home, Office, Showroom Cleaning and Maintenance

Home, Office, Showroom Cleaning and Laundry Just Relax Home Maintenance, Outlet And Laundry Laundry and Dry - Blk 718, Services Cleaning, Bedok Carpet/Upholster Reservoir Rd, y Cleaning #01-4590, Singapore 470718 Tel: -6448 3638 -6256 0171

Homes Offices

Showrooms

- A $5 Laundry and voucher for Dry Cleaning, use on our refer to annex Laundry or Carpet Home Shampooing Services upon -$2 per sq ft card Upholstery application. Cleaning - $35.00 per seater Steam Sanitisation

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Services & Price List

Clothings Shirt Blouse Jacket Sweater/Cardigan T-Shirt Jeans/Trousers/Pants Skirt Dress:short/long(min) Evening Gown Baju Kurung Punjabi suit Kebaya Saree Winter Coat(min) Trench Coat/Overcoat

Call 6255 4222 for your laundry needs! Laundry $3.50 $3.50 $5.00 $3.50 $3.00 $3.50 $3.00 $5.50/$7.00 $10.00 $12.00 $5.00/KG Minimum $10.00 per load.

Dry Clean $4.50 $4.50 $6.00 $4.50 $3.50 $5.00 $4.00 $7.00/$9.00 $16.00-$30.00 $12.00 $12.00 $12.00 $12.00 $15.00-$18.00 $12.00

Load Wash (Wash & fold only. No sorting and ironing)

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Household Items Comforter/Quilt(S/Q/K) Quilt Cover(S/Q/K) Bedsheet Bedspread/Bed cover Pillowcase/Bolster case Towel Blanket Curtain Cushion Cover(S/M/L) Sofa Cover(S/M/L) Carpet/Rug Stuff Toys

Laundry $8.00/$10.00/$12.00 $5.00/$6.00/$7.00 $3.00/$4.00/$5.00 $8.00 $1.00 $5.00-$7.00 $5.00 per kg $3.00/$4.00/$5.00 $12.00/$16.00/$20.00 $2.00 per sq.ft Call 6255 4222 for your laundry needs!

Dryclean $10.00/$12.00/$14.00 $7.00/$8.00/$9.00 $5.00/$6.00/$7.00 $10.00 $2.00 $8.00 $6.00 per kg $4.00/$6.00/$8.00 $14.00/$18.00/$22.00 $8.00-$50.00

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S/no Packages Available 1

Steam cleaning & disinfecting

Mattresses - Single bed + 1 pillow - Double bed + 2 pillows Sofa (per seater)

Prices (S$) S$ 25.00 S$ 35.00 S$ 25.00

Other areas Please call for enquiry (Minimum charges of $80.00 per trip)

Window cleaning & maintenance

S/no 1 2 Packages Available Prices (S$) Ad-Hoc Service (For 800sq ft) Fr S$ 98.00 Contract cleaning (6 month contract) Fr S$ 528.00 (06 mths) - Once a month Fr S$ 264.00 (06 mths) - Once every 2 months

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S/no 1.

Packages Available Contract housekeeping Live Life Once a week package

Prices (S$)

Fr S$ 288.00 per month

No Worries Twice a week package (Based on area no more than 1200 sq ft) Fr S$ 498.00 per month

S/no Packages Available 1 Ad-Hoc Service

Prices (S$)

Take a Breather one time Fr S$ 128.00 general housekeeping (Based on area not more than 1000 sq ft) S/no 1. Packages Available Spring cleaning / After renovation cleaning / Premoving in/out cleaning (Based on area not more than 1200 sq ft) Prices (S$) Fr S$ 288.00

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Competitor Analysis
Competito Address rs Product/ Service Place Price Promoti on

HomeWorz

FreshenCare - Spring cleaning $250 onwards - Post for 1,100 sq ft renovation/move InstantCare out or pre move-in -$125 onwards for cleaning 950 sq ft - single session ExtraCare home cleaning -$140 onwards for - Customers - constant home who book 1000 sq ft - No specific Homes and cleaning online ConstantCare address given Offices - shampoo for -$300 for 1500 sq receives a carpet, rugs, and 10% discount ft mats CarpetCare -steam cleaning -$1.50 per sq ft - Anti-dust mite UpholsteryCare cleaning -Refer to annex - Corporate office AllergenCare cleaning Refer to annex

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OfficeCare

UpholsteryC are
1) Curtain

Small piece - approx size $15.00 of 1.5m x 2m Medium piece - approx size of 1.8m x 2.5m $25.00

Large piece - approx size $40.00 of 2m x 3m single seater

2) Sofa set

$20.00 $35.00 $55.00 $45.00 $15.00

double seater triple seater day bed per seat

3) Dining Chair

Steam cleaning can also effectively perform sanitization for toilets and window panels
4) Toilet 5) Window Panel

per unit per unit

$45.00 $20.00

AllergenCa re
1) Mattress

Up to super single size and beddings (bolster and $20.00 pillows) Queen/King size and beddings (bolster and pillows) per seater $30.00 $15.00

2) Sofa set

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SWOT Analysis of CompetitorsWeaknesseOpportuniti Company Strengths

s

Threats

es

Standard cleaning Competitors services who are using Do not offer Established and Fairly Cheap Rate more cleaning services well-known brand, technologically No agency fee, cleaning on Sunday can enter a new fee, and contract. advanced international HouseKeepers Have insurance liabilities cleaning Do not offer market Management for cleaners and homes equipment promotions Full Cleaning Equipment Services

Quality and efficient cleaning services

HomeWorz

Offer customised cleaning style to home cleaning services

Competitors Established and have grown and well-known brand, are established Insufficient can enter a new as well promotions international Competitors market constantly Fairly expensive Target a new develop 5/5/12 market segment rates

SWOT Analysis of Compan Strengths Weaknesse Opportunitie Competitors s y s

Just Relax Home And Laundry Services
Do not have a Versatile as they offer cleaning niche, services for all types differentiated of locations cleaning service

Threats

Able to enter into Increased mergers, strategic competitiveness in alliances with the industry related services Lack of companies for subjectivity in profits competitors Versatility marketing encourages activities investors to invest

A Team Amahs & Cleaners

Conventional cleaning services Lack variety of such as part-time cleaning packages maids, to meet changing housekeeping, needs and wants babysitting and confinement nannies

Generally cheaper than other home

Target a new market segment shifting its preference to undifferentiated home cleaning services

Competitors having promotional packages

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Booming of the economy

SWOT Analysis of Compan Strengths Weaknesse Opportuniti Competitors s y es

Threats

Efficient Cleaning services Offer customised cleaning style to home cleaning services

Variety of Packages

CareExpress

No agency fee, cleaning fee, and contract.

Expensive rate is leading to lower demand of their home cleaning Consumers aware services, thus, consumers of companys switching to cleaning services Promotion can go at cheaper Do not offer alternatives cleaning services a larger scale with the given position in on Sunday the market

Have insurance liabilities for cleaners and homes

Full Cleaning Equipment

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SWOT Analysis of CareFare Express

Strengths Weaknesses Opportunities Threats

Standard cleaning services

No unique or special cleaning services

Increasing number of residents needing cleaning services

Have a website; able Increasing to attract customers worldwide competitiveness in the FREE additional Lack of available cleaning industry Targets on areas that cleaning if customer funds finds service are not focused by Better promotion and Equipments used are unsatisfactory other companies advertising by not technologically competitors Liaise with the media Have insurance advanced More experience liabilities for cleaners to promote and and homes advertise cleaning competitors services

Offers 2 packages Normal and Senior

Lack of cleaning experience

Current and future upcoming similar cleaning services company

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Business Operations
Location

Company based at 2 Topaz Road, Topaz Mansion #0203. business is starting out small, less equipment located in central Singapore, thus it is convenient to get to any place

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Producton/Service Process

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Equipment

5 sets of cleaning equipment. broom, mop, sponge, bucket, cleanser, bleach, rags, towels, dishwashing liquid, duster, vacuum, furniture polish, disinfectant, window polisher, window wiper and the OSIM iEcologi. estimated cost is $6740.

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How to keep track of our inventory?

Our Operations Manager would keep track of our equipment by utilizing a check in/out system. This means that whenever any staff takes any equipment out to work, they are to write their name, equipment set, time and sign on the check in/out booklet. Failure to do so would result in deducting 50% of the staffs salary for the day. Operations Manager would do a weekly count of our equipment and check if they are in good condition. our company would give out $200 every month to the best housekeeper of the month
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Staffing

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