1. This work was presented to an actual client. Client’s names and information have
been removed or altered to present this as a free sample.
Sample Company Profile for Express Maid
Drafted by Valentine K Butale

2. Company Description
Express Maid is a start-up express home and office cleaning service which works by
dispatching well equipped cleaning maids to client addresses. Clients will be able to call
and book for a maid to be sent to them at their desired date, time and address. The maids
will be dispatched with all the required equipment as per client requirement within the
hour that the client has requested them or at a specified date and time.
The unique and easy dispatching service makes Express Maid the most affordable and
convenient way to get cleaning services for home and office areas. Clients will be given
an unprecedented level of access via a dedicated phone line as well as a dynamic website
where they can fill in a form requiring their addresses and other information.
The service-on-request aspect of Express Maid allows for maids to work part time and
only when they are required. This benefits the maid as it allows them to look for more
work elsewhere while it keeps Express Maid from taking on large overheads in terms of
monthly salaries. The maids are paid a performance-rate commission on each cleaning
job they are able to do.
Express Maid will be built around the consumer’s needs and abilities. Consumers will be
charged per clean-up request without the need to sign up for long term binding
subscriptions. However, for clients who want periodic or frequent services delivery there
will be an option to book the cleaners for long term periods. The online platform will be
built on a responsive website that can be viewed easily on a mobile device allowing for
clients to access it on either PC or mobile device.
Mission and Goals
During the next five years, Express Maid seeks to achieve the following financial and
non-financial goals:
 Financial Goals
1. Obtain financing to purchase cleaning equipment and supplies, build databases
and online presence, develop marketing strategies and implementation of these
strategies.
2. Reach break even point within 12 months after obtaining financing.
3. Reach BWP5000 revenue per month after 6 months after obtaining fianancing.
 Non-financial goals
4. Increase the services of Express Maid to other urban areas around the country
within the first 12 months of obtaining the required financial input. .
5. Develop a successful Internet site, while maintaining the call up service.
6. Develop other call-up services that can be added to the maid services.

3. CORE COMPETENCIES
Express Maid seeks to use its core competencies to achieve a sustainable competitive
advantage, in which competitors, potential or existing, will not be able to provide the
same value to consumers that Express Maid can. The director of Express Maid is a
seasoned entrepreneur who has built a successful business before. She has various
contacts that will be useful when piloting Express Maid. Express Maid has also acquired
the services of a graphic designer, web developer and marketing graduate who will be
ready to work on the marketing and promotional aspect of the business when required. As
soon as funding is secured Express Maid will be able start on professional level that will
communicate quality to potential clients.
By forming strong relationships with clients as well as the maid cleaning service
providers, Express Maid believes it can create a sustainable competitive advantage over
its rivals. No other call up cleaning company offers as much convenience and ease of use
to the client as Express Maid does.
SITUATION ANALYSIS
The marketing environment for Express Maid represents overwhelming opportunities.
It also contains some challenges that we believe we can meet successfully. Table A
illustrates a SWOT analysis of the Express Maid conducted by the marketing personnel to
highlight Express Maid’s strengths, weaknesses, opportunities, and threats.
Strengths Weaknesses
 Simple low cost business model
implies low reinvestment therefore
high profit potential.
 Brand is easy to remember and
communicates the service clearly.
 Phone and website address for multiple
access points.
 Business model can be replicated at
low cost.
 Requires substantial promotion and
trust building for clients to adopt the
service.
Opportunities Threats
 Can grow into a brand for immediate
cleaning services throughout the
country.
 A contact database can be developed
allowing for a future piloting of more
services (database marketing).
 Easy Word-of-Mouth advertising
generated by satisfied clients.
 Not enough barriers to entry for
competitors.
 Maids can sideline company for their
own benefit if not supervised.

4. COMPETTION ANALYSIS
There are various companies that offer home and office cleaning services in the country
such as BCD Cleaning Services, Bophepa and Customer Care Cleaning Service Providers.
Larger cleaning companies such as Bidvest Steiner, CleanAll, Clean Time and Global
Care Botswana also exist with extended services to Industrial clients. This indicates that
the home cleaning business has substantial revenue generating capabilities in Gaborone
and Botswana at large. These companies have taken the generic approach of designing
their business models around cleaning tenders and contracts. Their clients include small
businesses, commercial and industrial properties, and high income residencies.
In order to penetrate the market and grow into a market leader, Express Maid will need to
be innovative so as to stand out from the rest. There is a virtually unexplored niche for
prompt clean-ups that are carried out on a one-time basis by home owners and businesses.
Express Maid goes further by making these services easy to access and very affordable.
Dominating the niche of quick call-up cleaning will propel Express Maid into the brand
of choice when looking for a immediate cleaning services.
THE TARGET MARKET
The target market for Express Maid products are employed consumers between the ages
of 25 and 60—people who own, rent or spend much of their time in a home or office they
have responsibility for. In short, they like to keep their surroundings clean and
presentable and they are willing to spend to achieve this.
These consumers represent a demographic group of well-educated and successful
individuals; they are single or married and raising families or too busy to clean up up
their homes themselves. Household incomes are generally above BWP15 000 monthly.
Despite their comfortable incomes, these consumers are price conscious and consistently
seek value in their purchases and transactions. Regardless of their age (whether they fall
at the upper or lower end of the target range), they are probably out working for most part
of the day and may need some cleaning help. They are somewhat status oriented but not
overly so. They like to be associated with quality and sophistication but are not willing to
pay premium price for that so they would be happy to have control over how much they
spend for a certain amount of service delivery. Many of these people live in the city or up
market neighbourhoods.
THE MARKETING MIX
The following discussion outlines some of the details of the proposed marketing mix for
Express Maid’s services.
PRODUCT STRATEGY - Express Maid’s product will be well trained cleaning staff with
the required cleaning equipment and cleaning chemicals that will be sourced from reliable

5. suppliers. The call up service and website will are also products in terms of the
convenience they give to customers. These allow for the customer to access Express Maid
through their most preferred medium and communicate exactly what they need. Based on
the type of cleaning the customer requires, the maids will always have the right
equipment when they are delivered at the customer’s address.
DISTRIBUTION STRATEGY - Express Maid’s cleaning maids will be dispatched as
requested by the client. The maids will be dispatched to homes and offices in and around
Gaborone and will be delivered and collected by vehicle.
In addition, Express Maid plans to expand its cleaning maid distribution nationwide to
other urban areas such as Francistown and Selibe-Phikwe. This will be easier to do since
the business model is based on a call-up order service rather than a requirement to walk
into an office building. A call centre can be set up in Gaborone to serve the clean-up
requests and dispatch the cleaning maids in various areas.
PROMOTIONAL STRAGEY - Express Maid will communicate with clients about its
services in a variety of ways. Information about Express Maid—the company as well as
its services—will be available via the Internet, email newsletters, and via flyers delivered
by the maids. The firms’ promotional efforts also seek to differentiate its services from
those of its competitors.
PRICING STRATEGY. - Expressed Maid’s services will be priced with the competition
in mind. We will not set high prices to signal that we offer a luxurious or prestigious
service, nor will we set very low prices with a hope of getting as many services requests
as possible. Instead value pricing will be practised so that customers feel comfortable
paying for our services over and over again as long as something must be cleaned. Our
pricing strategy makes it worthwhile for maids to remain under our business while giving
us healthy revenues to continue in business. Each job will cost [state price] and the maid
will receive a commission of about [state amount]. Contracted long term cleaning will
have a lower unit price than single cleaning so as to incline clients to sign up for more
periodic long term service rather than one time cleaning. This will help us in better
predicting revenues and will allow us to receive bundled payments rather than haphazard
single payments.
BUDGETS
Prepared by accountant.