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Table Of Contents
1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 . .
Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demo
3.0
4.0
Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . . 9 4.1 Brea
5.0
Campus Laundry
1.0 Executive Summary
Campus Laundry (CL) is a full-service coin-op laundry (washing, drying, and folding) servic
Annual Sales Forecast
$250,000
$200,000
$150,000
Students Low income customers
$100,000
$50,000
$0 2003 2004 2005
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Table 1.0: Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Di
2.0 Situation Analysis
Campus Laundry is entering its first year as a start-up business. The idea has been well re
2.1 Market Summary
CL has captured good information about the market and knows a fair amount about the target
Target Markets
Students Low-income customers
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Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Students Low-i
2.1.1 Market Demographics
The profile for the Campus Laundry customer consists of the following geographic, demograph
2.1.2 Market Needs
Campus Laundry is providing its customers with a quiet clean laundry facility that ensures
Campus Laundry
Internet access will allow customer to be productive with their laundry and other responsib
2.1.3 Market Trends
The market trends for laundromats are: • Increased automation: Technology has driven down t
Market Forecast
25,000
20,000
15,000
Students
10,000
Low-income customers
5,000
0 2003 2004 2005 2006 2007
2.1.4 Market Growth
The market growth for the self-serve laundry agency has seen 4% market growth. This growth
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Target Market Growth
7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Students Low-income customers
2.2 SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company, a
2.2.1 Strengths
• Well-trained staff to ensure optimum customer service. • Well thought-out business model
2.2.2 Weaknesses
• Competition, although there is a significant differentiation between the competitors. • A
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2.2.3 Opportunities
• Participation in a steadily growing industry. • Large target market. • Consistent market
2.2.4 Threats
• Seasonal market demand due to many students leaving during the summer. • Future/potential
2.3 Competition
There are several competitors, who serve the student and low-income market; facilities are
2.4 Services
Campus Laundry offers the following services: • Self-serve washers and dryers; large front
2.5 Keys to Success
CL’s keys to success are: • Superior customer service. • Clean, quiet and convenient facili
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2.6 Critical Issues
The critical issue that CL faces as a start-up is to ensure that it is balancing the debt l
3.0 Marketing Strategy
The marketing strategy will be using a combination of advertising, promotional efforts and
3.1 Mission
Campus Laundry’s mission is to provide the customer with the most pleasant laundry experien
3.2 Marketing Objectives
• Maintain steady, controlled growth. • Decrease customer acquisition costs by 2% per quart
3.3 Financial Objectives
• Double-digit growth for the first three years. • Reduce overhead by 3% per year. • Holdin
3.4 Target Marketing
The market can be segmented into one main group and one minor group. The main group is Univ
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3.5 Positioning
CL will position itself as a clean, customer centered laundromat that provides a reasonably
3.6 Strategy Pyramids
The single objective is to position CL as the premier laundromat serving the University of
3.7 Marketing Mix
Campus Laundry’s marketing mix is comprised of the following approaches to pricing, distrib
3.8 Marketing Research
CL used two forms of market research to gain insight into its proposed market. The first ty
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4.0 Financials, Budgets, and Forecasts
This section will offer a financial overview of Campus Laundry as it relates to the marketi
4.1 Break-even Analysis
The Break-even Analysis indicates that $8,666 is need in monthly revenue to meet expenses.
Break-even Analysis
$6,000 $4,000 $2,000 $0 ($2,000) ($4,000) ($6,000) $0 $2,896 $5,792 $8,688 $11,584 $14,480
Monthly break-even point
Break-even point = where line intersects with 0
Table 4.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even Monthly Sales
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4.2 Sales Forecast
The sales forecast indicates that growth should be fairly steady as more and more people be
Monthly Sales Forecast
$12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Students Low income customers
Table 4.2: Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Di
4.3 Expense Forecast
The Expenses Forecast will be used as a tool to keep the department on target and provide i
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Monthly Expense Budget
$4,000 $3,500 $3,000 $2,500
Advertisements
$2,000 $1,500 $1,000 $500 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Promotions Networking
Table 4.3: Marketing Expense Budget Marketing Expense Budget Advertisements Promotions Netw
5.0 Controls
The purpose of the marketing plan is to serve as a guide for the organization. The followin
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5.1 Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish
Milestones
Marketing plan completion
Advertising campaign #1
Promotional campaign #1
Advertising campaign #2
Advertising campaign #2
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Table 5.1: Milestones Milestones Milestone Marketing plan completion Advertising campaign #
5.2 Marketing Organization
Jason Cleanly will be responsible for the marketing activities. This will include assessing
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5.3 Contingency Planning
Difficulties and Risks • Problems generating visibility. • Overly aggressive and debilitati
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Appendix: Campus Laundry
Table 1.0 Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Dir
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Appendix: Campus Laundry
Table 4.2 Sales Forecast Sales Forecast Sales Students Low income customers Total Sales Dir
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Appendix: Campus Laundry
Table 4.3 Marketing Expense Budget Marketing Expense Budget Advertisements Promotions Netwo
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