S.

C Proficient
Cleaners
SRL
BUSINESS
PLAN

Company Presentation
Entrepreneur`s name :
Alexandru Victor ENEA

Concept :
`Proficient Cleanars` is a company that provides proficient
cleaning and maintenances services .
Motto : ` We make your life sparkle !!! `
Website domain www.proficient-clenears.com

Logo

Dream, mision and

ambition
Our dream and ambition is to become the number one
cleaning and maintenances service provider in Romania ,
Mission - ` Proficient Cleaners` tries to be the best choice of
clients by helping to ease their cleaning and maintenances
problems . Keeping in tune with the needs of the market,
utilizing the latest technology and trends, all while ensuring
the client receives the individual attention they deserve and at
same time creating predictable and professional working
environment to its employees and contracted vendors , is the
vision and daily mission of PrCl. We exist to attract and
maintain customers because our services will exceed the
expectations of our customers.

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

Strategic objectiv and

operational goals
Proficient cleaners - is a small business aimed at
the big time. In order to reach its lofty goals, PrCl. must
focus on the mission behind the vision . PrCl. try to obtain contracts with the firms
considered the best in their cleaning products offer in order to obtain different benefits
and discounts.

I.
II.
III.
IV.

The objective / operational goals manifest in four ways :

to create a service based company whose #1 goal is exceeding customer's expectations.
justly compensate employees ;
maintain excellent working relationships with vendors (cleaning products companies )
produce the same professional quality results , every time

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

Positioning in the value chain

Potential Customers - The company market is
a very large one . From family houses to
enterprises headquarters , from office buildings
to staircases , among others buildings and
institutes , all can be and will be future customers
.
Products suppliers Will have an important and
distinctive role in our organization activity . Our
proficient and expert services will be based on
the best cleaning products of the market . We will
have partnerships with companies which are the
best in producing cleaning products in order to
achieve the highest level for our services .
Competitors `Proficient Cleaners` will
continuous observe competitors services and
prices . Our county competitors are : SC
DaPROM SERV SRL ,SC Synerco Service
Management SRL .

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Costumers

Sc Proficient Cleaners
SRL

Products suppliers

Enea
Enea Alexandru
Alexandru Victor
Victor

Competitors

Product and
Services
Ecosystem

The company will own a personal domain on the internet :

www.proficient-cleaners.ro in order to inform , describe
and promote the services of the company . Also,
customers will have the possibility to contact us by email
for demanding our services, discussing the contract terms
and of course send us their feedback .
Our services will be addresed to any type of costumers :

From houses to enterprises , from offices to shopping

complexes and block association . The products used in
order to provide the cleaning services will be the best
ones in the market and furthermore product that protect
the environment.
To increase our proficient level of services in comparison
to competitors we will use some of the newest equipment
available on the market ( ex. Vacuum cleaners, daft cleaners,
mops , windows cleaners.

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

Target Market
Sc Proficient Cleaners SRL will have a big market to provide its
services : the Ramnicu Valcea City Area . Since we are a new
company in the cleaning sector our target strategy will be divided in
two steps :
Our first step will focus on clients which
lives in apartments , houses or mansions and
the block associations . This first step will
give the company trust for our customers and
will build a solid and proficient reputation .
Once we achieve the purposes explained
in the first step we will then concentrate on
the second target : obtaining partnerships
with enterprises and companies in the city .
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

Potential Market
Our 3 years potential market
strategy will include an expansion of
the company market . This expansion
will be concentrate on providing our
services in Bujoreni Town and Resort
City Olanesti , that are located at 4 ,
respectively 17 km from Ramnicu
Valcea Area .
1.

2.

Our first target will be Bujoreni

Village, located at 4 km from the Ramnicu
Valcea City , where there are
approximately 700 homes and mansions
seen as potential costumers.
The second target will be Resort Town
Olanesti that has more that 80 Hotels
where we can gain contracts with .

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

Olanesti

Bujoreni
Ramnicu
Valcea

Actual demands
The actual demands of the market
cleaning and maintenances services is
in continuous growth. More and more
romanian companies outsources there
cleaning needs to specialized firm in
these area of services.
Furthermore the number of new firms,
houses and blocks increased in
previous years because of the
economy growth.
The companies demands for cleaning
services are in continuous growth
because the companies realized that
the image is a very important fact for
their customers. The companies
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

perspective view on cleaning and

maintenance services transformed from
necessity to a visual impact of the
company from customers point of view.
We have to be aware of the global
economy crisis , and therefore we have
adapt our prices at crisis prices as we
like to say .

Enea
Enea Alexandru
Alexandru Victor
Victor

Core selling position

`Proficient cleaners` will provide the best

cleaning services to their costumers at the
best market prices . Therefore our service
portfolio and prices will include :
- general cleaning 0.80 / sqm
- cleaning after constructor 1,10
/sqm
- windows cleaning 0.54 / sqm
- carpet cleaning - 0.95 /sqm
other services prices will be negotiated with the
costumer

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Also PrCl will have standard

packages for our customers :
1. Occasionally cleaning package :
- studio : 60 ;
- apartment 1ch. - 80 ;
- apartment 2ch - 100 ;
- apartment 3ch - 125 ;
- apartment 4ch 160 .
- houses will ne individual negotiated

depending of its surface .

2. Monthly subscription package : - will be
individual negotiated ( depending on how
many times of a month are needed ) .
3. Enterprises/Institutes package will be
individual negotiated, depending of the
complexity and how many times per
week/month are needed.
Enea
Enea Alexandru
Alexandru Victor
Victor

10

Sales Forecast ( 3 years )

Label is a view of contracts concluded by Proficient Cleaners with costumers

Number Of Contracts
Pessimistic

Normal

Optimistic

Potential Costumers

Year 1

Year2

Year 3

Year 1

Year 2

Year 3

Year 1

Year 2

Year 3

Apartment Contracts

48

52

56

48

56

65

48

60

75

House Contracts

18

20

22

18

22

27

18

24

32

Companies Contracts

10

10

12

78

86

70

86

102

70

92

120

11.42%

10.25
%

22.85
%

18.6%

31.42%

30.43%

Total Contracts
Year growth
AVEREAGE GROWTH

SC
SC Proficient
Proficient Clenears
Clenears SRL
SRL

70
-

10.35%

22.72%
Enea
Enea Alexandru
Alexandru Victor
Victor

30.92%
11

Marketing mix strategy

Our marketing mix strategy will be one adapted for a new company on the market, respectively
a market penetration strategy .
The market strategy will combine 4 principals in the best way for
attracting new costumer :

Price Strategy : - Prices are a key factor in the marketing mix strategy . We will apply a
penetration price strategy , based on lower prices in comparison with competitors while
providing a better and a more proficient way of our services .

Distribution Strategy : - Since we are a company that provides services , we will adopt a direct
strategy of selling services to our final customers or through intermediary ( agents ). The marketing
channels used will be direct sales .

Advertising - the advertising strategy will be based on distribution of flyers all around the city :
to companies and also to householders . Furthermore , we will have an commercial TV spot that will
be difused by the local channel . To complete the advertising strategy we will post 5
publicity panels to the most important and circulated places in the city.

Product/ services - our product and services portfolio will make the difference between us and our
competitors . We will focus on providing the best services in the market at the best possible price ,
with the newest and ecological equipment . Also, we will have a large range of promotions for our
costumers , in order to attract them to use our services .

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

12

Production Strategy

Since we are a company that

provides services , we wont have a
product of our own to produce it . We
will deliver our services to the
costumers spaces . In order to
execute promptly our costumers
demands our cleaning team will have
a vehicle to transport the necessary
equipment .
We will gain contracts with our
suppliers for cleaning products, the
most ecological that exists in the
market , and also our mission will be
gaining contract with companies that
provides the best technical
equipment for cleaning services
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

13

Human Resources
Strategy
Since we are a small company the
Organizational chart will be a simple
one :
- In the CEO/Manager/
Entrepreneur position will be Enea
Alexandru Victor .
- Also their will be an Assistant
Manager in order to offer our clients
the best support and information that
they need .
- The cleaning team will be at the
beginning in number of 1 , with 2
people each . The number will increase
at the same time with the company
development

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

14

Internet Strategy

Our internet strategy will be developed on

our website www.proficient-cleaners.com
where costumers will be able to find our
services portfolio , and also the list
of prices .
Since we are a new company in the market,
we will gain contracts with our suppliers in
order to put our Logo on their own
websites.
Also , we will have an support email for
our costumers
office@proficient-cleaners.com and our
telephone line where they can contact us
and discuss contract and other information
Also the different discounts will be offered
on our website , and the costumers will
have to check our website for the weekly
discounts.
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

15

Swot Matrix
Strong
points

Week Points

Opportuniti
es

Threats

- Employers
Proficient level

- Lack of
experience

- flexibility in
spatial planning
and services
range

- Competitors
reaction

Accessible
prices for any
costumers

- Direct
competitors

-Placing our
company in a
continuous
growing
economical area

- Market fluctuation

- Superior quality
services

- Indirect
competitors

-the possibility of
partnerships with
various hotels,
institutions,
commercial
centers etc.

- Large portfolio
services offered
- The best
cleaning
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL
equipment

Enea
Enea Alexandru
Alexandru Victor
Victor

16

Income Statement

Period ending
31 , 2014
Total Revenue
Cost of Revenue
Gross Profit

Dec 31, 2012

21995

Dec 31, 2013

31935

41390

2345
19650

Dec

3230
28705

4080
37310

Operating Expenses
Rent
Utilities
360
Personal
4800
Personal Taxes
900
Accounting
400
Promotional Materials
Office suppliers
Total operating expenses
Operating Income or Loss
11535

1440

1440

1440

360
5400

360
5400
1012.5

1012.5

500

600

130
85
8115

150

250

85
8947.5
19757.5

100
9162.5
28147.5

Income from Continuing Operations

Earning before Interest and Taxes

Income before Tax
Income tax Expense
NET INCOME

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

11535

19757.5

28147.5

11535
1845,6

19757.5
3161.2

28147.5
4503.6

9689,4

16596.3

23643.9

Enea
Enea Alexandru
Alexandru Victor
Victor

17

Balance Sheet

Period ending
Assets

Dec 31, 2012

Dec 31, 2013

Dec 31,2014

4000
1600

2500
5000
8000

2000
7000
13000

Current Assets

Short Term Investments

Net receivables
Inventory

TOTAL Current Assets

Long Term Investments

Property Equipment
Goodwill
Intangible Assets
Accumulated Amortization
Other Assets
Deferred Long Term Assets Charges
TOTAL Assets
10600

Liabilities
Current Liabilities
Accounts Payable
Short / Current Long Term Debt
Other Current Liabilities
Total Current Liabilities
Long Term Debt
TOTAL Liabilities

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

5000
10600

15500

\23000

3500

5000

600
-

19600

1000

28900

2000
6500
1000
2000

8500

900

3000
4500

7000
2100

1500
3500
8000
Enea
Enea Alexandru
Alexandru Victor
Victor

5100
12100
18

Period Ending

Cash Flow
Statement
Dec 31, 2012

Dec 31, 2013

Net Income
9689.4
Operating activities , cash flows provided by or used in

16596.3

Depreciation
Changes in Accounts Receivables
Changes in Liabilities
Changes in Inventories
Changes in Other Operating Activities
Total Cash Flow From Operating Activities

Investing activities , cash flows provided by or used in

Capital Expenditures
Investments
4000
Other Cash Flow From Investing Activities
Total Cash Flow From Investing Activities

Financing activities , cash flows provided by or used in

Dividends Paid

Sale Purchase of Stock

Net Borrowings
5000

Other Cash Flow From Financing Activities

Total Cash Flow From Financing Activities

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Dec 31, 2014

700

23643.9

1500
1600

9000
600

1500
6500

9000

16000
1000
200
12100

23000
1500
800
25800

5000

5000
800
4800

1500

2000

6500

7000

8000
5000

2400
37400

8500
-

8000

Enea
Enea Alexandru
Alexandru Victor
Victor

8500

19

Valuation
Strategy

Company

Sodexo S.A. (SDXAY.PK)

Heritage-Crystal Clean, Inc (HCCI)

Price to Earnings
(Market cap / Earnings )
(11.26B/804.504M)
13.996
(213M/5,642M) 37,752

Price to op. cash flow

(Market cap./Op. Cash
Flow )
(11.26B/ 1.32B) 8.53
(213M/2.16M) 96.611

Programmed Maintenance
Services Ltd. (PRG.AX)

(232.2M/ 56M ) 4.146

(232.2M/ 5.28M) 43.977

Swisher Hygiene Inc. (SWSH)

(754.61M/14.193) 53.308

(754.61M/21.64M) 34.871

Price to earnings for Proficient

Cleaners

Price to op. cash flow for Proficient

Cleaners

104.2235

45.9972

SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

20

Reason not to do

Lack of experience

Risk of loosing the amount invested

The lack of money to initiate the

business
SC
SC Proficient
Proficient Cleaners
Cleaners SRL
SRL

Enea
Enea Alexandru
Alexandru Victor
Victor

21