1. By: Chris Hamner, Alexis Younginer, Lateisha
Burney, Alex Mihai, Mariaha Sanborn
2. Objectives
Gross Margin 60% annually
Within 3 years, gain 20% market share of homes
$500,000 and up
Break Even in 2nd quarter
Become the go-to management service on the island
Become the most sought after company for design and
installs
Bypass Retail Channels
Retain long term customers through customer intimacy
3. Business Strategy
Focus Differentiation Strategy
Rationale:
Cater to narrow market segment
Focus on clusters of homes in selected neighborhoods
Word of mouth Referrals
People buy from people not businesses
Difficult for competition to imitate
4. Target Markets
Primary Market: $500,000
Focus on gated communities
Many homes are seasonal
Secondary Market: $850,000
Focus on gated communities
Main expertise will be yard enhancements
7. Differentiation
(Products)
Use of only Empire Zoysia turf
Use of hybrid plants
Use of top quality fertilizer
Use of decorative rocks/man-made shells to enhance
yard
Waterfalls/water streams with special LED lighting
Solar lighting to enhance the yard at night
Deciduous Trees
8. Differentiation
(Services)
Advanced knowledge of ideal Lowcountry plants
Know the in’s and out’s of effective irrigation
Service provided is within the customer’s budget
High creativity on yard transformations
Possessing a Chem-Lawn specialist
User friendly web-site so customer can oversee their
enhancements/bills/
Employees are always meticulous in yard enhancements
as well as maintenance
Follow up with customers face-to-face
Rewards programs for loyal customers
Professional dress
Immaculate machinery
10. Media Mix
• TV
• Newspaper
• Email marketing
• Event marketing
• Internet
• Plantation Magazines
11. Campaign Timeline
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
Radio
Television
Mobile
Email
Mail
Social
Network
Magazines
Billboards
Newspapers
12.
13.
14.
15.
16. Product Total Sales Gross Profit
Cut Above
• Silver
• Gold
• Platinum
Upper Edge-Design
and install
• A-Major Projects
• B-
Transformations
New Plantings
Weed out
• B-Lawn &
Shrubs
Freshen-up Service
Seasonal Accenting
Model Home
Gross Margin
20. People Talent
Frank Elliot (Site Design)
Landscaping Architect with site design, specifications,
items purchases, and quality control.
Bill Malphrus COO
Operations Supervisor but retired from Chem-Lawn where
he was Regional Operations Director.
Company will do Internships and training programs
SCAD
21. Dynamic Programs
Edge training program
Cross training
Certifications
Edge benefit program
PT0- paid time off
Invest in 401k program
Exclusive medical and dental insurance
Referrals and reward programs
Refer future customers and receive upgrades on
management services or discount on freshen up services.
22. Pay-for-Performance Systems
Piece- Work for “management crews” (not by the hour).
Job classification by type of work. (Design and Install)
Health benefits (group rates)
Retirement Program 401K
23. Multiplier Effect
Customer referrals
Referring friends
Engage in joint ventures
Ex. partner with fencing company
Teach classes at local nurseries
Model homes
24. Accelerated Growth
Gain alliances and further network
Execute strategic financial decisions
Balance projects
Work to retain loyal customer base
Become expert amongst competition
Have motivated management team
