Considering the overall business strategy, this presentation recommends a brand management strategy for Matecumbe Machinery for the systematic development of brand alignment with a business strategy. This is a detailed and well thought out strategy plan to promote Matecumbe Machinery within its target market, drive brand awareness by 60% in its target markets, increase customer acquisition by 25%, and increase customer retention by 50%.
With the current state of the brand and market, along with the business strategy being used, this plan goes to layout how the brand should progress into the future. This plan goes into detail about the direction Matecumbe Machinery should go in order to best position their brand in the market.
With the current state of the brand and market, along with the business strategy being used, this plan goes to layout how the brand should progress into the future. This plan goes into detail about the direction Matecumbe Machinery should go in order to best position their brand in the market.
Executive Resume for Joseph P. Smith
Sales Organization Management in the Internet and Communications Industry.
Specializing in building and leading Sales Teams, Branch Offices and Regional Sales Forces.
A 360º degree rebranding strategy for Florida Keys landscaping company, Matecumbe Machinery. Leveraging existing brand equity to drive results in a fragmented market.
AdGenius - Chapman University Financing Entrepreneurial Startups PitchMason Thomas
I pitched these business idea in my Financing Entrepreneurial Startups class at Chapman University's George L. Argyros School of Business and Economics.
International marketing and communications agency specializing in Automotive, Motorsport and High Performance Technologies, based in Silverstone, UK and Detroit, US
Window Cleaning Business Plan [2024- Download PDF]Skyrocketbpo
A window cleaning business plan is a detailed blueprint outlining the strategies and objectives for establishing and operating a successful window cleaning service. This comprehensive document serves as a roadmap for the business's development, guiding decision-making processes and providing a framework for achieving long-term success.
1. Executive Summary: The executive summary provides a concise overview of the window cleaning business, summarizing its mission, vision, goals, and unique value proposition. It outlines the key points of the business plan, offering insights into the target market, competitive advantage, and growth potential.
2. Business Description: This section delves into the specifics of the window cleaning business, including its location, ownership structure, legal entity, and operational model. It outlines the history of the business, its founders, and the inspiration behind its establishment. Additionally, it describes the target market segments, service offerings, and competitive positioning within the industry.
3. Market Analysis: The market analysis section examines the window cleaning industry landscape, including market trends, demographics, and customer preferences. It assesses the demand for window cleaning services locally, regionally, and nationally, as well as the competitive environment and potential growth opportunities.
4. Services Offered: Here, the window cleaning business details its range of services, including interior and exterior window cleaning, screen cleaning, gutter cleaning, and pressure washing. It may also include additional services such as window tinting, glass restoration, and post-construction cleanup, depending on the business's expertise and market demand.
5. Marketing and Sales Strategy: This section outlines the window cleaning business's approach to marketing its services and attracting customers. It includes a marketing plan encompassing branding, advertising, online presence, networking, and customer relationship management. Additionally, it details the sales channels through which the business will acquire clients, such as direct sales, referrals, partnerships, and online booking platforms.
6. Operational Plan: The operational plan covers the day-to-day operations of the window cleaning business, including scheduling, staffing, equipment, and safety protocols. It outlines the workflow for servicing clients, managing appointments, and ensuring quality control. Additionally, it may include strategies for inventory management, vehicle maintenance, and compliance with industry regulations.
7. Financial Plan: This section presents the financial projections and budgetary considerations for the window cleaning business. It includes revenue forecasts, cost estimates, profit margins, and cash flow projections. Additionally, it outlines the sources of funding, such as startup capital, loans, or investor contributions, and the expected return on investment for stakeholders.
Executive Resume for Joseph P. Smith
Sales Organization Management in the Internet and Communications Industry.
Specializing in building and leading Sales Teams, Branch Offices and Regional Sales Forces.
A 360º degree rebranding strategy for Florida Keys landscaping company, Matecumbe Machinery. Leveraging existing brand equity to drive results in a fragmented market.
AdGenius - Chapman University Financing Entrepreneurial Startups PitchMason Thomas
I pitched these business idea in my Financing Entrepreneurial Startups class at Chapman University's George L. Argyros School of Business and Economics.
International marketing and communications agency specializing in Automotive, Motorsport and High Performance Technologies, based in Silverstone, UK and Detroit, US
Window Cleaning Business Plan [2024- Download PDF]Skyrocketbpo
A window cleaning business plan is a detailed blueprint outlining the strategies and objectives for establishing and operating a successful window cleaning service. This comprehensive document serves as a roadmap for the business's development, guiding decision-making processes and providing a framework for achieving long-term success.
1. Executive Summary: The executive summary provides a concise overview of the window cleaning business, summarizing its mission, vision, goals, and unique value proposition. It outlines the key points of the business plan, offering insights into the target market, competitive advantage, and growth potential.
2. Business Description: This section delves into the specifics of the window cleaning business, including its location, ownership structure, legal entity, and operational model. It outlines the history of the business, its founders, and the inspiration behind its establishment. Additionally, it describes the target market segments, service offerings, and competitive positioning within the industry.
3. Market Analysis: The market analysis section examines the window cleaning industry landscape, including market trends, demographics, and customer preferences. It assesses the demand for window cleaning services locally, regionally, and nationally, as well as the competitive environment and potential growth opportunities.
4. Services Offered: Here, the window cleaning business details its range of services, including interior and exterior window cleaning, screen cleaning, gutter cleaning, and pressure washing. It may also include additional services such as window tinting, glass restoration, and post-construction cleanup, depending on the business's expertise and market demand.
5. Marketing and Sales Strategy: This section outlines the window cleaning business's approach to marketing its services and attracting customers. It includes a marketing plan encompassing branding, advertising, online presence, networking, and customer relationship management. Additionally, it details the sales channels through which the business will acquire clients, such as direct sales, referrals, partnerships, and online booking platforms.
6. Operational Plan: The operational plan covers the day-to-day operations of the window cleaning business, including scheduling, staffing, equipment, and safety protocols. It outlines the workflow for servicing clients, managing appointments, and ensuring quality control. Additionally, it may include strategies for inventory management, vehicle maintenance, and compliance with industry regulations.
7. Financial Plan: This section presents the financial projections and budgetary considerations for the window cleaning business. It includes revenue forecasts, cost estimates, profit margins, and cash flow projections. Additionally, it outlines the sources of funding, such as startup capital, loans, or investor contributions, and the expected return on investment for stakeholders.
Social Media Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Social Media Marketing Proposal PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31IdQfX
Proposal For Measuring Business Performance PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Proposal For Measuring Business Performance Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/38ND4PM
Proposal For Analyzing Organizational Process Bottlenecks PowerPoint Presenta...SlideTeam
If your company needs to submit a Proposal For Analyzing Organizational Process Bottlenecks Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3f4aquA
Similar to Matecumbe Machinery Brand Strategy Plan (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. Table Of Contents
1
M A T E C U M B E M A C H I N E R Y
Brand Strategy Content and Plan Objectives
Market Category
Servicing Map
Company Story
Company Mission and Vision
Company Values
Business Description
Emerging Trends
Powerful Solutions
Market SWOT
Competitive Framework
Competitive Landscape
Customer Research
Target Audience
Target Audience
Customer Personas
Path To Purchase
Points of Parity & Points of Difference
Positioning Statement
Brand Mantra
Brand Promise
Brand Vision
Brand Elements
Brand Elements
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
23
22
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
45
44
Brand Elements
Brand Elements – Packaging
Brand Elements – Packaging
Brand protection Plan
Marketing Mix
Budget
Product Strategy
Product Strategy
Price Strategy
Distribution Strategy
Integrated Communication Strategy
Integrated Communication Plan
Integrated Communication Plan
Integrated Communication Plan
Communication Options
Communications Campaign
Communications Campaign
Relationship Marketing
Brand Equity Management System
Brand Equity Management System
Brand Equity Management System
Brand Dashboard
Brand Management Organization
Thank You25
24
46
47
48
49
3. Brand Strategy
Context & Objectives
Matecumbe Machinery is a machinery brand serving much of
the Florida Keys and providing a variety of landscaping and
hardscaping services.
The objective of this Brand Strategy Plan is to increase brand
awareness by 60%, customer acquisition by 25%, and customer
retention by 50% as measured by the amount of engagement
the company receives, increasing revenue and revenue per
repeat customer.
Currently, clients are acquired through word-of-mouth without
the aid of marketing strategies. Therefore, the services provided
are often associated with the owner rather than the company. To
correct this, we will create a robust brand image by building a
social media presence as well as by developing a livery for the
company's equipment.
The primary goal is to strengthen the connection between the
company's work and its brand by cultivating a rich brand image.
The secondary goal is to create new customer acquisition
avenues by sowing the seeds of an impactful and sophisticated
digital presence. 2
M A T E C U M B E M A C H I N E R Y
4. Market Category
3
M A T E C U M B E M A C H I N E R Y
Agricultural Services
Landscaping & Hardscaping
• Lawn Maintenance
Landscaping Installation & Removal
Beach Cleanup
General Machinery
Waste Management
Preconstruction Preparation
Matecumbe Machinery focuses on
general landscaping and hardscaping services:
• Tree installation & removal
• Beach cleanup
• Bobcat work
• Prep for paving companies (pre-construction)
Matecumbe Machinery is exploiting new
market trends:
• Artificial turf installation
• Dump trailer rentals (waste management)
5. Our Map
M A T E C U M B E M A C H I N E R Y
Matecumbe Machinery services the Florida Keys
Key Largo to Marathon.
Key
Largo
Islamorada
Marathon
The Lower KeysKey
West
4
6. About Matecumbe
Machinery
5
M A T E C U M B E M A C H I N E R Y
Matecumbe Machinery was incorporated in 2016
by Nathan Gasser, a Florida Keys Native with a
passion for hardscape and landscape design. After
growing up in the Florida Keys watching his Dad
run a successful bulldozing company, Nathan grew
an interest in machine and landscape work. With
several years of experience, Nathan has developed
many relationships and a wealth of knowledge
about the industry. Matecumbe Machinery is
continuing to beautify the Florida Keys one
residential and commercial site at a time.
7. Our Mission
Our mission is to offer high-quality, competitively
priced residential and commercial landscape and
hardscape designs, installations, and services that
enhance outdoor living spaces.
6
M A T E C U M B E M A C H I N E R Y
Our Vision
At Matecumbe Machinery, our vision is to grow and
expand our services throughout the Upper Florida Keys
by being locally recognized for our competitive pricing,
quality, attention to detail, and timely provision of
professional landscape, hardscape, and related machinery
services.
8. At Matecumbe Machinery, we pride ourselves on
going above and beyond for each of our customers.
We’re a locally owned family business with these
family values at heart:
Be Professional -- We pursue building genuine relationships and value
each connection we make. From answering a phone call to working in
your yard, our team prides itself on being professional and working hard
to win the trust of our clients so we can continue to be their first choice.
01
Be Resourceful -- We aim to include ingenious, inventive, and
imaginative ideas into every project to find a way to achieve our client’s
goals within their price range. We think creatively to generate ideas and
to identify alternatives to achieve the desired outcome because we are
committed to our results.
02
Deliver Exceptional Results -- We strive to deliver outstanding quality
in all phases of a project; Quality in our relationships, work ethic,
materials, plants, and services.
03
Our Values
M A T E C U M B E M A C H I N E R Y
7
9. Matecumbe Machinery
At A Glance
Business Description
Matecumbe Machinery is a family-owned and run business
Number of Employees: 2
Lines of Business: Landscaping Installation and
Removal, Dump Trailer Rental, Beach Cleanup,
General Machinery
Current Market Share: Approx. 5%
Ideal Market Share: 25%
Customer Breakdown:
75% Residential vs. 25% Commercial
8
M A T E C U M B E M A C H I N E R Y
10. Emerging Trends
Relevant Landscaping Trends in the Florida Keys
Landscaping maintenance costs continue to
escalate due in large part to rising utilities costs
Contractors refurbishing homes in wake of
hurricane damages need more flexible solutions
New and old Florida Keys residents require
services to continue rebuilding in wake of
recent hurricanes
9
The Challenges Our Customers Are Facing Include:
M A T E C U M B E M A C H I N E R Y
11. Powerful Solutions
Meeting the Landscaping Needs of Florida Keys Residents
Artificial Turf Installation provides solutions for
homeowners facing rising lawn maintenance costs
Dump Trailer Rentals provide contractors with
more user-friendly solutions versus traditional
rollaway dumpsters
Skilled Machinery Work means creating
flexible solutions for customers to get the job
done right, on-time, and at good value
10
M A T E C U M B E M A C H I N E R Y
12. S
O
W
T STRENGTHS
Lack of digital marketing channels
Logo/Brand name is not stamped on equipment when
rendering services
Maintaining competitive pricing
Total of two employees including owner
Forced to outsource for larger scale landscaping jobs
Faulty quote and billing system
SWOT Analysis
M A T E C U M B E M A C H I N E R Y
WEAKNESSES
OPPORTUNITIES THREATS Competitors in the market do not have sophisticated digital
marketing strategies
Potential customers use Facebook and Instagram,
representing new opportunities to find customers
Few competitors have equipment to access hard to reach
job sites
Homeowners and contractors appreciate more flexible and
less intrusive dumping solutions
New competitors in the target market
Existing competitors (3 out of 5) have more years of
experience
New pricing from competitors
Competitors selling short loads of rock/mulch to gain
profit
Strong connections with customers (small town)
Brand awareness through positive word of mouth
Flexibility in providing services
Access to key contacts such as sub-contractors
Detail-oriented
Efficient mangement team
Family business legacy
11
13. Taking a Dump: Specialized in
dump trailer rentals, charges less
per hour for machinery work
Gautier Tree & Landscape: Offers
full landscaping including
maintenance, emphasizes design
Juvier Trucking: emphasizes
hauling aspect of landscaping, aka
material sourcing/transport/delivery
High
Medium
High
Competitive Pricing / Price
matching
Offer Maintenance on top of
Landscaping
Charges below market level /
Undercuts competition
Competitive Assessment Framework
Profile Highlights Degree of Threat Rationale
M A T E C U M B E M A C H I N E R Y
Competitive Assessment Framework
12
14. Competitive Landscape
M A T E C U M B E M A C H I N E R Y
13
Matecumbe
Machinery
Gautier Tree &
Landscape
Juvier Trucking Corp
Taking a Dump Keys
15. Needs To Meet For Customer/Gaps
Need jobs completed promptly and on-time
Need less intrusive equipment on their job sites
Conscious of what kinds of people are working on their
properties
Need resourceful and innovative solutions for unique
properties and situations
Need landscapers that deliver honest work with quality
materials
Matecumbe Machinery Brand
Recognition
Locally-owned company that goes above and beyond
for their customers and will do what it takes to get the
job done within the customer's desired budget.
Consumer’s Preferences
Competitive and fair pricing
Transparency, honesty, and trust
Attractive trailers to remove debris
Clear and consistent communication
Experienced and resourceful landscaper
Equipment that has maneuverability and versatility
.
Competitor Brand Recognition
Local company that hires non-locals as crew
members, offers maintenance services, as well as
additional cheaper services because they skim a little
of customer purchased supplies (I.e., rock, mulch)
Customer Journey
Google search
Internet ads
Word of mouth
Convenience
Customer Research
M A T E C U M B E M A C H I N E R Y
14
16. Target Audience
Territory includes Upper to
Middle Florida Keys, beginning
with Key Largo and stretching to
Marathon.
G
Residential:
• Mix of locals and second-home owners
• Average homeowners
• Affluent and ultra-rich homeowners with
estates
• Clients include both male and female
homeowners
Commercial:
• Restaurants and hotels
• Subcontracting for construction
• Driveway prep for paving companies
D
15
M A T E C U M B E M A C H I N E R Y
Geographic Demographic
17. 16
M A T E C U M B E M A C H I N E R Y
• Homeowners rebuilding their
properties in wake of recent
hurricanes
• Homeowners and/or contractors
needing more efficient and less
aesthetically intrusive dumping
solutions
• Luxury property owners looking for
high quality work who are willing to
retain the right landscapers
B
• Business owners that need to maintain an
attractive storefront to attract foot
traffic and stay competitive or hotels
looking to improve comfort and lower
energy costs through strategic
positioning of landscaping
• Wealthy homeowners who live in or own a
second-home (vacation house) in a
specific neighborhood where attractive
landscaping is expected
• A hard-working homeowner with a family
who values well-maintained outdoor areas
and may not have the time do it
themselves or may not have the proper
equipment.
P
Behavioral Psychographic
Target Audience
18. Customer Personas
Age: 25-60
Assessed Property Value: $200,000 - $900,000
Location: Tavernier/Key Largo
Household Annual Income: $65,000-$150,000
Needs: Well-kept home, clean up entry
Age: 52-72
Assessed Property Value: $900,000 & above
Location: Islamorada/Lower Matecumbe
Household Annual Income: $200,000 & above
Needs: Keep a "status", host events
Type of business: Restaurants or hotels
Location: Lower Matecumbe to Key Largo
Needs: Attract customers, appeal to tourists
17
M A T E C U M B E M A C H I N E R Y
HARDWORKING HOMEOWNER LAID-BACK LUXURY HOMEOWNER BUSY BUSINESSOWNER
19. H A R D W O R K I N G
H O M E O W N E R
Values well—kept
entryway and
backyard
Usually, a young
couple with kids.
Both work full-time,
therefore need the
extra hand tidying
up the outside of the
home for kids
playground purposes
and for aesthetics
Need to maintain an
attractive storefront
to bring in
customers
Looking to improve
ease of access to
property for
customers
Hotels in search of
energy savings
techniques to lower
costs (placing trees
to create shade)
L A I D - B A C K
L U X U R Y
H O M E O W N E R
They usually live in
isolated
neighborhoods with
similar homes where
upscale exterior
design is expected
Likely to host large
events due to home
size therefore need
intricate landscape
design.
B U S Y
B U S I N E S S O W N E R
Path To Purchase
18
M A T E C U M B E M A C H I N E R Y
Brand Drivers:
Common reasons landscaping services are needed:
Seasonal (hurricane damage)
New homeowner/construction (re-design entry/backyard)
Need to replace beach sand
Need to add more pea rock to their yard
20. COMPETITORS' FEATURES:
Basic landscaping services
offered
Landscaping maintenance
services offered
MATECUMBE MACHINERY'S
FEATURES:
Mini Bobcat
Detail oriented outdoor
design
Proactive landscaper
Timely solutions
PROSPECTs' DESIRES:
Functional space
Outdoor design
Accessibility
Property attractiveness
Points of Parity (POP):
- Hauling materials
- Landscaping design
- Machine work
- Competitive pricing
- Locally owned/operated
Points Of Parity & Points Of Difference
Points of Difference (POD):
- Landscaping family legacy
- Nathan's reputation of trustworthiness
in landscaping the Keys
- Family-oriented business relationship
- Go-to neighborly service
- Design in small spaces - Mini Bobcat
- Strong emphasis on visual design
M A T E C U M B E M A C H I N E R Y
19
21. For Florida Keys homeowners and
businessowners, Matecumbe Machinery is the
landscaping company that offers both simple
and intricate landscaping designs for small
homes, luxury homes, and business properties
because of Nathan’s proven experience and
reputation, quality of work, and innovative
landscaping solutions in the Florida Keys.
20
M A T E C U M B E M A C H I N E R Y
Positioning
Statement
23. Brand Promise
"Making your vision a
reality with cooperative
design and
ethical business
practices."
22
M A T E C U M B E M A C H I N E R Y
24. Brand Vision
23
M A T E C U M B E M A C H I N E R Y
Physique
- Bobcat and other equipment
- Quality landscaping designs
- Keys native owner and operator
Personality
- Family-oriented
- Friendly and neighborly
- Honest and hardworking
Relationship
- Friendly Keys native
delivering quality landscaping
services you can trust
Culture
- Helping neighbors live their Florida
Keys dreams with a spirit of
collaboration, innovation, and
dedication.
Self-Image
- Easygoing and outdoorsy Keys
residents who love their island life and
enjoy spending time outside
Reflection
- Honest and hardworking
residents living the Keys lifestyle
The Landscaping Solution
for Your
Florida Keys Dreams.
25. Brand Name: Matecumbe Machinery
URL:
Brand Elements
Slogan: Leave The Dirty Work To Us!
www.MatecumbeMachinery.com
M A T E C U M B E M A C H I N E R Y
24
26. Symbols:
Brand Elements
25
M A T E C U M B E M A C H I N E R Y
Primary Logo:
OLD LOGO
SUGGESTED NEW LOGO
to demonstrate both the landscaping and
hardscaping elements of the company.
SECONDARY LOGOs
for smaller promotional
materials
27. Color Palette
Brand Elements
26
M A T E C U M B E M A C H I N E R Y
• #222160 • #82CEC9• #6d6a6a • #DCDCDA • #ffc40c• #4C4C4E
Fonts Blue Highway D Type
Headline Bold
Aa Aa Blue Highway D Type
Subheadline Semibold
Blue Highway D Type
Content Regular
Typography Style
28. Brand Elements - Packaging
27
M A T E C U M B E M A C H I N E R Y
01 Yard Signs for Current &
Completed Job Sites
02 Truck/Equipment Wraps
03 Company T-Shirts for
Employees & Customers
29. Brand Elements - Packaging
28
M A T E C U M B E M A C H I N E R Y
04 Stationary for quotes,
billing & thank you letters
05 Commercial signs &
Billboards
06 Business Cards
30. Matecumbe Machinery
Brand Protection Plan
Trademark: Matecumbe Machinery should trademark
the company name and logo in the United States to
legally protect the brand.
29
Google Alerts: Matecumbe Machinery should register
for Google Alerts to monitor the brand's website
mentions and internet searches. By doing so, it will notify
the company of copyright infringement and web
presence.
Employee Handbook: Matecumbe Machinery should
create an employee handbook to clearly outline
guidelines, procedures, and benefits.
Protect Web Content: Matecumbe Machinery should
create an account with the DMCA and display the badge
on their website to protect their web content.
M A T E C U M B E M A C H I N E R Y
32. Marketing Program Budget
• 2020 Budget will represent first year with a dedicated
budget for Marketing strategies.
• 2020 budget is $2,000, representing 2% of Total Revenue.
• Budget projection for the next 4 years: 10% of YOY
incremental revenue added to previous year's budget
• Budget projection accounts for 5% YOY increase in revenue
31
M A T E C U M B E M A C H I N E R Y
Budget Allocation by Channel:
• Google Search: 35%
• Facebook: 30%
• Instagram: 20%
• Google Display: 15%
33. Dump Trailer Rentals
Unique solutions that bring
value and flexibility to a job
site
General Machinery
Specialized equipment and
skilled operators provide
innovative solutions for
landscaping needs
Beach Clean Up
Neat and timely work that
delivers great value and results
Artificial Turf Installation
Work that customers can count
on with solutions only a
neighbor and Keys native
would know to execute
Product Strategy
32
M A T E C U M B E M A C H I N E R Y
Powerful landscaping solutions that meet the needs of Florida Keys residents
with family-oriented service you can count on every time.
34. Potential
Products
Augmented
Product
Product Strategy
Product Strategy Matrix
After-Marketing Product Reinforcement
33
M A T E C U M B E M A C H I N E R Y
Core Product
Basic Product
Expected
Product
Quality
Work
Timely
Work
Innovative
Work
Referral
Program
Customer
Satisfaction
Survey
Collateral
Extended
Landscaping Care
such as Irrigation
& Lawn
Maintenance
Various Kinds of
Machinery Work
for Different
Landscaping Needs
Quality Landscaping
Solutions
Landscaping
Home
Improvement
Target Product Perception
35. Price Strategy
Value Pricing
Matecumbe Machinery utilizes a value pricing strategy that falls in line with the local industry standard.
34
M A T E C U M B E M A C H I N E R Y
Show Up Pricing
• $300 for the first hour of work
required to begin job
• Includes two machines with
operators
Residential Hourly Pricing
• $150 per hour per machine
(includes operator)
Contractor Hourly Pricing
• $130 per hour per machine
(includes operator)
36. Distribution Strategy
M A T E C U M B E M A C H I N E R Y
Maintain an area of coverage that is accessible to
the team in a timely manner.
Ensure all needed materials/supplies are brought on
the day they are needed – overprepare rather than
underprepare amount of supplies
Perform services in the time required to do them
well – customer pays for productive hours only
Efficiency
Readiness
Regionality
35
Opportunities
Facebook and NextDoor referrals paired with our
proposed referral program will result in generating
more jobs and in turn new customers will post on
these social platforms referring us to more
potential customers.
37. 36
INTEGRATED COMMUNICATION STRATEGY:
MOVING CUSTOMERS THROUGH THE SALES FUNNEL
M A T E C U M B E M A C H I N E R Y
CORE MESSAGE
Tailored landscaping solutions with years of
proven experience and a legacy to back it up.
Increase Brand
Awareness by 60%
Increase Customer
Acquisition by 25%
Increase Customer
Retention by 50%
38. 37
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
Drive Customer
Retention
Drive Customer
Acquisition
Sales per repeat customer
(Organic and Paid)
Brand name mentions,
number of
recommendations
Conversion rates, Sales,
ROI
Engagement, Reach,
Mentions
OBJECTIVES Non-traditional Communication
channel
TRACKING
Drive Brand Awareness
39. MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
REACHING OUR
TARGET AUDIENCE
Businessowners are likely to
spend time on Instagram to
connect with their own
customers.
Luxury Homeowners usually
spend time on Instagram
scrolling for something to
catch their eye (newest trends).
Homeowners use Facebook as a
channel to keep in touch with
friends and get to know new or
existing neighbors.
Posting and advertising on
Facebook maintains the “family
friendly” environment while
staying present in any brand
name mentions.
M A T E C U M B E M A C H I N E R Y
New homeowners and
businessowners will Google
search for "Landscaping
service in the Keys."
38
Implementing Google Ads
can help the searching
process be an easier and
quicker path.
40. 39
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
NextDoor
o Engage with potential customers
who are looking for landscapers
o Post content of recently
completed jobs
Google
o Search Engine Optimization
Instagram
o Live posts about landscaping jobs
o Implement content marketing by
posting landscaping tips
#GettingDirtyWithNate
Facebook
o Post family-friendly landscaping
content
o One-on-one relationships with
customers
o Reply to customer experiences &
feedback
Google
o Google Display Ads
o Google Search Ads
Instagram
o Instagram Ads (Sponsored,
Story, Video, IGTV)
Facebook
o Facebook Ads (Lead
Generation, Post Engagement)
Organic + Paid
42. DAILY LANDSCAPING INSPO
WITH MATECUMBE MACHINERY
MATECUMBE
MACHINERY'S New Posts!
41
Communications Campaign
M A T E C U M B E M A C H I N E R Y
Organic Content
Marketing Strategy
44. Relationship Marketing
Referral Incentives
Matecumbe Machinery prides itself on quality work which leads
to repeat customers and referrals for various services including
hurricane debris removal, additions to existing landscaping,
landscaping renovations, and more. A 10% discount can be
offered towards existing customers' future landscaping projects
if they refer a new customer.
• Encourages customer loyalty
• Engages new customers
• Secures repeat business
5
Post-Service Questionnaire
Once the work has been completed, customers can be provided
with a short questionnaire inquiring about the quality of the
work, the speed, the customer service, etc.
• Emphasizes a desire to continually improve
• Provides customers with a chance to feel heard
M A T E C U M B E M A C H I N E R Y
43
45. Brand Equity
Management System
44
M A T E C U M B E M A C H I N E R Y
OBJECTIVES
Create a tracking dashboard that includes
Facebook, Instagram (engagement, mentions,
reach) and Google Ads metrics (organic & paid).
Google Analytics dashboard to track website
traffic conversion rates.
Track conversions and attributions to properly
attribute conversion to relevant marketing
communication channels.
46. Brand Equity Management System
• Internal Inventory will be performed annually based on the following ongoing research:
45
M A T E C U M B E M A C H I N E R Y
Research Type Frequency Method To Determine
Qualitative Bi-Annually Interviews with key accounts
Current areas of strength and areas needing
improvement per the customer
Quantitative Annually
Study patterns in social media
engagement
How social media engagement fluctuates
depending on the season
Quantitative Annually Study trends in job frequency
What months/seasons see increased/decreased
business
Quantitative Annually
Compare revenue trends by
year
What times of the year we have increased or
decreased revenue
Long Term Audit Plan
47. 46
Source Measuring Frequency Goal
Aggregate Job Revenue Revenue by customer type Quarterly
Determine what portion of
revenue comes from new vs
returning customers
Google/Facebook/Instagram
Engagement as measured as
impressions/clicks
Monthly
Determine which paid
advertisement method
delivers the most engagement
Google/Facebook/Instagram Cost per engagement Monthly
Determine which paid
advertisement method is
most cost-effective
Website Sessions/Bounce rate/Users Monthly
Determine website
performance and pages that
need improvement
M A T E C U M B E M A C H I N E R Y
Brand Equity Management System
Tracking - Short Term
48. 47
M A T E C U M B E M A C H I N E R Y
Consumer report
Brand Dashboard
49. Brand Management Organization
Matecumbe Machinery
As an independently owned and operated
local startup company, Matecumbe
Machinery owner, Nathan Gasser, controls
and manages all responsibilities and
operations associated with the company.
Matecumbe Machinery outsources some
operational responsibilities as needed.
48
M A T E C U M B E M A C H I N E R Y
Nathan Gasser
Brand Development
Activities
Brand Equity
Measurement
Brand Strategy Brand Protection
Marketing
Branding
Advertising
Pricing of Competition
Sources
Outcomes
Branding/Price
Customer Service
Generating Business
Legalities
Matecumbe Machinery is a small local
company with only two full-time
employees. Matecumbe Machinery
outsources work or hires independent
contractors on an as-needed basis.
