This business plan is for a cleaning business. The company will provide various cleaning services for both residential and commercial clients, including office cleaning, furniture cleaning, floor cleaning, and window cleaning. The target customers are homeowners and businesses located in suburban areas. Key competitors offer similar services and have 30-60% of the market share. The company aims to gain market share through high quality services and competitive pricing. Regulations from OSHA will be followed. The plan outlines marketing strategies, pricing structures, and sales plans to target potential customers and grow the business.

1. Running head: BUSINESS PLAN 1
BUSINESS PLAN 5
Business Plan
Erica Chidester
Business Plan
1.1Company Description and executive summary
Partners Daniel Yu and Mike Jersey own Christian based Coffee
shop company. It is a limited liability Company with a warm
and inviting place to hold small group discussions with the
psycho-socially affected people. The company has a market size
of 70000 people and has a unique way of blending its product,
which is coffee beans. The company will offer a variety of
services, such as community-based outreach services in an
attractive style. Additionally, it targets all classes of people
from fourteen years and above, and any color or culture origin.
It also has trained personnel that provides all services of

2. demand. The driving force is the need to assist the psycho-
socially affected people in our community with a vision to
become the area’s first choice of quality products and to earn
the country’s top company respect. The mission is to provide an
awareness platform of all community concerns.
1.2 Competitors and Market Share
The company derives its economic measure for establishment
through compiled tasks frameworks. Customers are won from
active industries including medical, banking as well as financial
ones. Further, tireless and hard work is maintained too keep all
the consumers. Competitive strategies include a vast segment of
highly maintained cleanliness to outshine our competitors.
However, the weakness of the company is determined by the
inputs by the proprietors.
1.3 Pricing structure
The business values employee and develops designs to revise
payments and product prices according to the industrial
provisions. Customers will also receive discounts on products
purchased. To grow, the business regularly awards all
employees based on performances aimed at profit maximization
(Tatarynowicz, Sytch & Gulati, 2015). Recommendation letters
are issued to the employees as a sign of recognition. Workshops
and seminars will be conducted to the employees for the
required standard of operations. All intellectual rights are
reserved according to the operations codes of the company.
Researches based on modern coffee services as well customer
priorities are conducted to ensure constant service delivery.
1.4 Growth and Salesforce strategy
There is a challenge in the market for growth and needs a
standard strategy to create consistent operations and services.
Therefore, efforts required nationally to compose task factors
and to develop the capacity of limits. The targeted market
includes medical, financial industries including banking
operators. The company introduces products to this market and
maintain it through referrals and recommendations (Lee, Kim,
Seo & Hight, 2015). The company also penetrates the market in

3. vertical expansion by offering the same product at different
market levels.
Conclusion
Distribution of personnel plan with short, medium- and long-
term strategies require favorable marketing options. These
ensure product awareness in the market through promotions and
personal selling. The use of brochures and catalogs, as well as
product advertisement, also open a wide range of customer
engagement with the product owner (Slama et al., 2015).
Formulation of sales strategies to assist in sales especially
through the technological advancements is an easy way to run
proficient business having all the current customer connections
References
Lee, Y. K., Kim, S. H., Seo, M. K., & Hight, S. K. (2015).
Market orientation and business performance: Evidence from
the franchising industry. International Journal of Hospitality
Management, 44, 28-37.
Slama, D., Puhlmann, F., Morrish, J., & Bhatnagar, R. M.
(2015). Enterprise IoT: Strategies and Best practices for
connected products and services. " O'Reilly Media, Inc.".
Tatarynowicz, A., Sytch, M., & Gulati, R. (2015). Scaling:
Organizing and Growth in Entrepreneurial
Ventures. Academy of Management Annals, 11, 640-668.

4. CAPSTONE PROJECT UNIT 3&4
CAPSTONE PROJECT UNIT 3&4
Erica Chidester
Capstone
Unit 4
UNIT 4
4.1Products and services
Administrations to be obtainable by Clean Office Specialists
will focus unequivocally on office spaces and include: Office
cleaning (counting rubbish expulsion, tidying and cleaning
everything being equal, clearing and floor wiping, and
scrubbing of doorways and dividers as required) Furniture

5. cleaning, waxing of floors, stripping as well as settling,
cleaning of carpets, Window cleaning, cleaning of bathroom and
kitchen area. Later on, Clean Office Experts will give office
association and de-jumbling administrations through an inside
architect. Clients search out cleaning administrations dependent
on a mix of notoriety, cost, and profundity of administrations
advertised. While substantial workplaces esteem profundity of
administrations all the more thus, littler firms put a more
noteworthy incentive on cost.
Items will be utilized via vehicle washes, houses of worship,
nourishment benefit outlets, healing centers, producing
organizations, and schools. Various cleaning items will be
accessible from retail outlets and any item can be acquired from
the organization's protected site. The security of cleaning items
is of more concern today than any other time. Shoppers need to
know whether the item they are utilizing harms the earth. This
business is focused on giving safe items that secure the earth.
4.3 Pricing structure
Our business will value our employees. We will design and
revise our payments and product prices according to the
provisions of OSHA. Discounts of ill on retail products will be
given to our customers. e.g all cleaning will be charged at an
affordable price of $5whereby cleaners render their services at
$10. Discounts will be given to those people who will be
frequent customers, early arrivers between 6.00 am to 10.00 am
and late hours between 7.00 pm to 8.00 pm.
Service life cycle
In order to grow, our business will regularly award our
employees based on their performances. These performances
should be aimed at profit maximization. Recommendation
letters will be issued to the employees as a sign of recognition.
Workshops and trainings will be conducted to train the
employees for them to attain the required standard of service.
This will involve recruitment of the right manpower. We will
incorporate technology during our cleaning services as well.
4.4 Intellectual property rights

6. Our cleaning business will uphold the standards and ethics as
provided in the OSHA rules and regulations. We will assign our
properties in patterns, copy rights and trademarks because we
are a monopolistic venture.
4.5 Research and development
We will conduct researches on modern cleaning services as well
customer priorities. We will dig deeper into the use of modern
machines for cleaning to curb the pace of our competitors.
Reference
Lee, Y. K., Kim, S. H., Seo, M. K., &Hight, S. K. (2015).
Market orientation and business performance: Evidence from
franchising industry. International Journal of Hospitality
Management, 44, 28-37.
Lovelock, C., & Patterson, P. (2015). Services
marketing.Pearson Australia.
Running head: UNIT 2 HW CAPSTONE
1
UNIT 2 HW CAPSTONE

7. 3
Unit 2 HW Capstone
Student’s name
University affiliation
Unit 2 HW Capstone
1. Industry
1.1 Industry description
The business under focus is a cleaning business which is
classified under the cleaning industry. The business will provide
cleaning and maintenance services which meet residential
needs. The cleaning industry is among the growing industries in
the United States. As of 2017, there were more than 3.25
million people working in this industry whereby they were
making a mean annual income of $27,900 (Statista website).
The industry is regulated by the Department of Labor’s
Occupational Safety and Health Administration (OSHA)
(CleanLink website). Globally, the cleaning industry includes
manufacturers, distributors, service providers, and other service
providers who ensure promote green cleaning and prevent
environmental pollution.
1.2 Resources
Statista website.
https://www.statista.com/topics/2201/commercial-cleaning-
services-industry-in-the-us/
CleanLink website. How to Comply With OSHA Regulations
And Training. https://www.cleanlink.com/hs/article/How-To-
Comply-With-OSHA-Regulations-And-Training--15218
2. Customer Analysis
2.1 Explanation
The cleaning industry is a rapidly growing industry since more
people opt to outsource cleaning services as they spend their

8. time on other activities. The primary target market for this
industry are persons who are 45 years and above. This
population has a high income and they spend between 22
percent and 32 percent more than average on such services
(Byers, n. d). Most members of this population are married
couples and have families. The secondary primary target for
this business include the residential clients between the age of
25 and 45. This will include housewives, married couples,
college graduates, bachelors and spinster. These people are
already working and have a fixed or high income.
2.2
Table
Primary
Secondary
Age Group:
45+
Age Group:
25–45
Income:
High
Income:
Medium, moderate, to high
Sex:
Female
Sex:
Male or Female
Family:
Children living at home
Family:
0 to 2 children
Geographic:
Suburban
Geographic:
Suburban
Occupation:
Housewife, working class

9. Occupation:
Varies
Attitude:
Security minded
Attitude:
Security minded, energy conscious
References
CleanLink website. How to Comply With OSHA Regulations
And Training. https://www.cleanlink.com/hs/article/How-To-
Comply-With-OSHA-Regulations-And-Training--15218
Perry Byers, (n. d). Cleaning Services. Retrieved from
http://www.sbdcnet.org/small-business-research-
reports/commercial-residential-cleaning-services
Statista website.
https://www.statista.com/topics/2201/commercial-cleaning-
services-industry-in-the-us/
BUSINESS PLAN
[Your Name], Owner
Date
1. EXECUTIVE SUMMARY
1.1 Product
1.2 Customers
1.3 What Drives Us
2. COMPANY DESCRIPTION
2.1 Mission and Vision Statements

10. 2.2 Principal Members at Startup (In Unit 7 you will expand on
this section to include medium and long term personnel plans
for all team members, including the line staff.)
2.2.1 Using chapter 10 of your text, write the plan, using the
section in Chapter 10 that shows how to introduce each team
member and describe their background and responsibilities. You
will start with the leaders and managers, then discuss other
employees as needed for your company to grow.
2.2.2 Use this spreadsheet to show the planning
Leaders/managers (unit 1)
When needed (number of months/years after opening)
Outside Services Needed
Key Functions

11. Add line staff (Unit 7)

13. 2.3 Legal Structure
3. MARKET RESEARCH
3.1 Industry (from SBA, Business Guides by Industry -
https://www.sba.gov/managing-business/business-guides-
industry, and Bureau of Labor Statistics -
https://www.bls.gov/iag/tgs/iag51.htm, )
3.1.1 Industry description
3.2.1 Resources used
3.2 Customers (from SBA site fill in worksheet, then use text
for spreadsheets and follow-up explanations)
Add SBA part here
Then:
Fill in spreadsheet using this example from the text:
Housewife:
Married Couple:
Age:
35–65
Age:
35–55
Income:
Fixed
Income:
Medium to high

14. Sex:
Female
Sex:
Male or Female
Family:
Children living at home
Family:
0 to 2 children
Geographic:
Suburban
Geographic:
Suburban
Occupation:
Housewife
Occupation:
Varies
Attitude:
Security minded
Attitude:
Security minded, energy conscious
Older Couple:
Elderly:
Age:
55–75
Age:
70+
Income:
High or fixed
Income:
Fixed
Sex:
Male or Female
Sex:
Male or Female
Family:
Empty nest

15. Family:
Empty nest
Geographic:
Suburban
Geographic:
Suburban
Occupation:
White-collar or retired
Occupation:
Retired
Attitude:
Security minded, energy conscious
Attitude:
Security minded, energy conscious
Explain who you are targeting and where they are located
beginning with the heading “Customers.” Insert information
here using these guidelines:
Information About Your Target Market – Narrow your target
market to a manageable size. Many businesses make the mistake
of trying to appeal to too many target markets. Research and
include the following information about your market:
Distinguishing characteristics – What are the critical needs of
your potential customers? Are those needs being met? What are
the demographics of the group and where are they located? Are
there any seasonal or cyclical purchasing trends that may impact
your business?
Size of the primary target market – In addition to the size of
your market, what data can you include about the annual
purchases your market makes in your industry? What is the
forecasted market growth for this group? For more information,
see our market research guide for tips and free government
resources that can help you build a market profile.
How much market share can you gain? – What is the market
share percentage and number of customers you expect to obtain
in a defined geographic area? Explain the logic behind your

16. calculation.
3.3 Competitors (from SBA site fill in worksheet, then use text
for spreadsheets and follow-up explanation)
Then:
Fill in spreadsheet using this example from the text:
Estimated Market Share
Competition 60%
Home Improvements Inc. 30%
Product Line
4
5
Quality
4
5
Technology
4
5
Advertising
2
5
Sales Force
3
5
Distribution
3
4
Price
4
4
Installation

17. 4
5
Ease of Use
4
5
Appearance
3
5
Design
4
5
Useful Life
4
4
Responsiveness
3
5
Availability
1
5
Technical Expertise
4
5
Repair Service
3
5
Efficiency
3
5
Guarantee/Warranty
5
5
On Time Capability
4
5
Industry Reputation

18. 3
5
Write an explanation of your findings using information from
the spreadsheet using these guidelines:
· Market share
· Strengths and weaknesses
· How important is your target market to your competitors?
· Are there any barriers that may hinder you as you enter the
market?
· What is your window of opportunity to enter the market?
· Are there any indirect or secondary competitors who may
impact your success?
· What barriers to market are there (e.g., changing technology,
high investment cost, lack of quality personnel)?
3.4 Competitive AdvantageRead: Sustainable competitive
advantage or temporary competitive advantage: Improving
understanding of an important strategy construct.
3.5 Regulation (use SBA site to fill in blanks, and use
https://www.sba.gov/managing-business/business-law-
regulations as a resource)
4. PRODUCT/SERVICE LINE
4.1 Product or Service
4.2 Pricing Structure
4.3 Product/Service Life Cycle

19. 4.4 Intellectual Property Rights
4.5 Research & Development
5. MARKETING and SALES
5.1 Growth Strategy
· A market penetration strategy.
· A growth strategy. This strategy for building your business
might include: an internal strategy such as how to increase your
human resources, an acquisition strategy such as buying another
business, a franchise strategy for branching out, a horizontal
strategy where you would provide the same type of products to
different users, or a vertical strategy where you would continue
providing the same products but would offer them at different
levels of the distribution chain.
· Channels of distribution strategy. Choices for distribution
channels could include original equipment manufacturers
(OEMs), an internal sales force, distributors, or retailers.
· Communication strategy. How are you going to reach your
customers? Usually a combination of the following tactics
works the best: promotions, advertising, public relations,
personal selling, and printed materials such as brochures,
catalogs, flyers, etc.
After you have developed a comprehensive marketing strategy,
you can then define your sales strategy. This covers how you
plan to actually sell your product.
5.2 Your overall sales strategy should include two primary
elements:
· A sales force strategy. If you are going to have a sales force,
do you plan to use internal or independent representatives? How
many salespeople will you recruit for your sales force? What
type of recruitment strategies will you use? How will you train

20. your sales force? What about compensation for your sales
force?
· Your sales activities. When you are defining your sales
strategy, it is important that you break it down into activities.
For instance, you need to identify your prospects. Once you
have made a list of your prospects, you need to prioritize the
contacts, selecting the leads with the highest potential to buy
first. Next, identify the number of sales calls you will make
over a certain period of time. From there, you need to determine
the average number of sales calls you will need to make per
sale, the average dollar size per sale, and the average dollar size
per vendor.5.3 Communication Strategy
5.3.1 Internet Strategy (from the text)
5.3.1 Tracking ROI form website
5.3.2 Discuss how you will assure ethical practices are being
used in your marketing and selling.
6. FINANCIAL PROJECTIONS6.1 Profit & Loss
Year 1
Year 2
Year 3
Sales
Costs/Goods Sold
GROSS PROFIT
OPERATING EXPENSES

21. Salary (Office & Overhead)
Payroll (taxes, etc.)
Outside Services
Supplies (Office & Operation)
Repairs & Maintenance
Advertising
Car, Delivery & Travel
Accounting & Legal
Rent

22. Telephone
Utilities
Insurance
Taxes (Real Estate, etc.)
Interest
Depreciation
Other Expenses
TOTAL EXPENSES

23. NET PROFIT BEFORE TAXES
Income Taxes
NET PROFIT AFTER TAX
Owner Draw/Dividends
ADJUSTED TO RETAINED
6.2 Cash Flow Complete section 6.3 of your business plan
outline
Pre-Startup
EST.
Year 1
Year 2
Year 3
Cash on Hand

24. CASH RECEIPTS
Cash Sales
Collections from CR Accounts
Loan/Cash Injection
TOTAL CASH RECEIPTS
TOTAL CASH AVAILABLE
CASH PAID OUT

25. Purchases
Gross Wages
Outside Services
Supplies
Repairs & Maintenance
Advertising
Car, Delivery & Travel

26. Accounting & Legal
Rent
Telephone
Utilities
Insurance
Taxes (Real Estate, etc.)
Interest

27. Other Expenses
SUBTOTAL
Loan Principal Payment
Capital Purchase
Other Startup Costs
Reserve and/or Escrow
Others Withdrawal

28. TOTAL CASH PAID OUT
CASH POSITION
6.3 Balance Sheet
Assets
Start Date:
End Date:
CURRENT ASSETS
Cash in Bank
Accounts Receivable
Inventory
Prepaid Expenses
Other Current Assets

29. TOTAL CURRENT ASSETS
FIXED ASSETS
Machinery & Equipment
Furniture & Fixtures
Leaseholder Improvements
Land & Buildings
Other Fixed Assets
TOTAL FIXED ASSETS
(net of depreciation)
OTHER ASSETS
Intangibles
Deposits

30. Other
TOTAL OTHER ASSETS
TOTAL ASSETS
Liabilities & Equity
CURRENT LIABILITIES
Accounts Payable
Interest Payable
Taxes Payable
Notes, Short Term (due in 12 months)
Current Part, Long-Term Debt
TOTAL CURRENT LIABILITIES

31. LONG TERM DEBT
Bank Loans Payable
Notes Payable to Stockholders
LESS: Short-Term Portion
Other Long-Term Debt
TOTAL LONG-TERM DEBT
TOTAL LIABILITIES
OWNER'S EQUITY
Invested Capital
Retained Earnings
TOTAL OWNERS EQUITY

32. TOTAL LIABILITIES & EQUITY
Customers6.4 Break-Even Analysis
DIRECT COSTS
Fixed Costs ($)
Variable Costs (%)
Cost of Goods Sold
Inventory
Raw Materials
Direct Labor
INDIRECT COSTS
Salaries
Supplies
Repairs & Maintenance

33. Advertising
Car, Delivery & Travel
Rent
Telephone
Utilities
Insurance
Taxes
Interest
Depreciation
Other Costs
Total Fixed Costs
Total Variable Costs

34. BREAK-EVEN SALES LEVEL:
6.5 Financial Assumptions
6.5.1 Assumptions for Profit and Loss Projections
6.5.2 Assumptions for Cash Flow Analysis
6.5.3 Assumptions for Balance Sheet
6.5.4 Assumptions for Break-Even Analysis
BUSINESS PLAN
Name
Running head: BUSINESS PLAN 1
BUSINESS PLAN 4
4th Dec, 2018
EXECUTIVE SUMMARY
Christian based Coffee shop is a limited liability company
owned by two partners Daniel Yu and Mike Jersey. The
Company a warm and inviting place to hold small group
gathering with discussions that help people suffering from a
number of social pressures or struggles. The company uses a
unique way to blend coffee beans, and the market size for this
product is about 70000 people.1.1 Product

35. The Christian Based Coffee shop will offer a wide variety of
services, such as community service and outreach programs,
platform to make awareness about community concerns as well
as providing a cup of warm coffee in an attractive style. 1.2
Customers
Target Segment: All people
Age group: 14 years and above
Geography: Anyone with any color, culture or Origin.
Geographical Places: Dallas fort worth area in Texas.
Tagline: Trained employees in the company provide the
necessary services to customers.1.3 What Drives Us
The need to help people suffering from a number of social
pressures in our community drives us to start this business so
that we can provide a platform to make awareness about
community concerns.2. COMPANY DESCRIPTION
Christian Based Coffee shop is a start-up company that will sell
high-quality coffee as well as providing warm and inviting
place to hold a small group of people gathering with the
discussion that will help people suffering from a number of
social pressures. The market size for this product is about 70000
people and we hope to have a market penetration of about 15%
in the first three years. Christian Based Coffee shop will offer
its customers the best prepared high-quality coffee in the area
that will be served in a unique style for visitors to enjoy their
visit. 2.1 Mission and Vision Statements
2.1.1 Vision statement
Our vision is to become the first choice of quality products in
the area, and a respected company across the country. Our
values are vital to our future success. They offer a strong
foundation to our company, defining who we are, and makes our
company unique from our competitors. These values are as
follows: Integrity, performance, and teamwork
2.1.2 Mission statement
The Christian Based Coffee shop mission is to provide a
platform to make awareness about community concerns, friendly
customer services, and products of consistently high quality

36. creating.2.2 Principal Members
2.2.1 Members
Our team members are made up of two directors, Daniel Yu and
Mike Jersey final year university students, and the Manager,
Gifty Ofori-Adu who is an entrepreneur with a booming
business in online shopping. We also have a motivational
person, Priscilla Synaepa -Addison who also doubles as a
financial manager. She has a good background in statistics and
computer science. We also have two engineers in our team they
are Kofi Dwomoh Ababio and Moses Obeng who have a
passion for programming. Both of them have worked for big
companies in the country. In addition to the team, we also have
10 staff members. Additionally, we have two baristas at the
startup.
2.2.2 Personnel plan
Leaders/managers
When needed (number of months/years after opening)
Salary at start-up
(total per year)
Outside Services Needed
Key Functions
Directors (2)
At start up
$50,000
Yes
Manager
At startup
$28,000
Yes
Motivational person
At start up
$41,000
Yes

37. Baristas (2)
At start-up
$40,000
No
Engineers(2)
5 months
$40,000
No
Staff members (10)
At start-up
$120,000
Yes
2.3 Legal Structure
Christian based Coffee shop is a limited liability company. The
company has registered as LLC to protect assets in case the
business run into problems.
UNIT 3
3.3 competitors
3.3.1 Market share
Administrations to be obtainable by the Clean Office Specialists
will concentrate explicitly on office places and comprise:
cleaning of office (counting rubbish expulsion, tidying and
cleaning everything being equal, clearing and spongingof floors,
as well as cleaning of entryways and dividers as
required)cleaning of furniture, waxing of floors, stripping as
well as floor fixing, cleaning of carpets, Window cleaning,
cleaning of bathroom and kitchen. Later on, Clean Office
Specialists will give office association and de-jumbling
administrations through an inside architect. This administration
will be given as an up pitch to this establishment of
administrations.
This administration will be given as an up pitch to this
establishment of administrations. The business cleaning
industry is exceptionally divided with nobody organization
owning over 6% of the market. Establishments represent 10% of

38. the market and nearby organizations represent 90%. Top
establishments incorporate JAN-PRO Systems of Cleaning,
ServiceMaster Cleaners, MTOclean, Cleaning Authority as well
as MARBLELIFE.
Economies of measure for establishments are gotten through
brought together tasks frameworks, national promoting efforts,
and to some degree through volume limits from providers. We
will win customers from various active industries such as
medical, banking and financial industries and tirelessly work
harder to keep all the consumers that we would have secured
and encourage them through referrals as well as
recommendations.
3.3.2 Our Marketing Budget
As a corporate cleaning service provider, we have set as ide a
good amount of capital to account for advertisements. About
$100,000 will be generated for this purpose. However, in the
subsequent years, 10% of the annual revenue will be used to. It
is extremely crucial that cash is put aside for the sole reason for
publicizing our services. This is Because of what we have set to
accomplish as a corporate cleaning administrations organization
our promoting spending will be put at 50,000 US Dollars
between our first long periods of tasks and along these lines we
mean to commit between 5 – 15 percent of our yearly income to
showcasing of our cleaning administrations.
3.3.3Competitive Strategies
Strengths
A vast segment of the start-up cleaning associations have their
sights set on the private part, predominantly as a result of their
non attendance of assurance and conviction to equal the huge
players in the business territory. This won't be the circumstance
with our association.
We will end up one of the specific couple of fresh organizations
in the region of Illinois which will think the dominant part of its
assets, resources and exhibiting frameworks in scaling the
venturing stool in the cleaning business and rapidly anchoring
greater bits of the bit of the general business. We won't have to

39. fight with a noteworthy number of new organizations in the
business fragment, as such our headway or movement into the
significant relationship of the business won't be discouraged by
an exorbitant number of centered obstructions or impediments
in the way.
Our significant leverage anyway depends with the extraordinary
measure of ability and capability that our chief proprietor
Stephanie Ryder brought into the condition. As a business
person who had a considerable amount of achievements and
disappointments in the most recent decade, Stephanie drive have
an unmistakable comprehend of the techniques and help us
thrive the strategies end goal in front of others and maintain a
strategic distance from real calamities that our rivals may drive
us into.
Weakness
Our noteworthy use in any case depends with the extraordinary
extent of limit and experience that our focal proprietor
Stephanie Ryder will bring into the condition. As an expert who
has had a ton of achievements and thwarted expectation in the
most recent decade, Stephanie will have a verifiable handle of
the frameworks and strategies that are required to get us over a
definitive target before others and keep up a key partition from
authentic debacles that our enemies may drive us into.
References
Lee, Y. K., Kim, S. H., Seo, M. K., &Hight, S. K. (2015).
Market orientation and business performance: Evidence from

40. franchising industry. International Journal of Hospitality
Management, 44, 28-37.
Running Head: MARKETING AND SALES 1
MARKETING AND SALES 2
MARKETING AND SALES
Erica Chidester
5. MARKETING AND SALES
5.1 Growth strategy
Strategies for market penetration
No cleaning organization has ever been able to occupy more
than 6% of the market. This creates a challenge in introducing
and penetrating the market. Therefore, the organization will use
promotion efforts nationally, compose task frameworks and
creation of volume limits. The targeted market will include
medical, financial industries including banking sectors. The
organization will be able to introduce its products to this market
and maintain it through referrals and recommendations (Lee,

41. Kim, Seo & Hight, 2015).
The growth strategy will include internal strategies like ways of
increasing manpower, acquisition of new businesses,
franchising or horizontal strategies while providing the same
line of services. The business will also penetrate the market
through vertical expansion where it will offer the same product
to the market at different levels. The organization will provide
recommendation letters and awards to the best employees to
encourage better performance (Tatarynowicz, Sytch & Gulati,
2015).
Distribution of the products will be done through OEMs which
is made up of retailers, distributors and the internal sales group.
These branches will ensure product awareness on the market
through promotion, personal selling, apply the use of brochures
and catalogs and finally advertisement of the product (Slama, et
al, 2015).
5.2 SALES STRATEGY
Salesforce strategy
The organization will establish a sales force which will ensure
the good and adequate sale of the products on the market. The
organization will use the internal sales force with aid from
outsourced sales force of 20 persons to oversee the function in
the first face. This is because the product is not new on the
market and to gain easy penetration the sales team will have to
give the advantages of the products to the customers. The
organization will recruit the sales personnel through recruiting
agencies to ensure well-experienced personnel is considered
without bias. The experience for the sales persons will be 5
years with an exemplary track record. The sales personnel will
be trained by the senior management in the sales department.
Workshops will also be used in training of the new staff. The
organization will also employ the use of technology in the
provision of their services to outdo their competitors. The team
will be paid a monthly salary with the commission of the total
sales.

42. Sales activities
The organization has formulated some sales strategies will
assist in sales. These activities will include the prices of the
products, estimated sales per unit with priority to the certain
reliable customers with potential to purchase the products and
finally the amount of money to be generated from sales by each
vendor. The organization estimates the in the first face, the
number of calls per customer to be 5 at maximum. Repetitive
customers will have an extended number of calls of 10 because
their probability of purchasing the product is relatively high.
The price per product will be set at $5 with repetitive customers
being given a discount on repeated sales. Each vendor will be
required to make 30% of the total sales per month. This
estimate will apply for the first one year from the time of
launching the product in order to track the product sales and
make necessary adjustments (Lovelock & Patterson, 2015).
5.3 COMMUNICATION STRATEGY
5.3.1 Internet strategy
The organization will set up an organizational email and
website for the purpose of the product. The email will be
provided to customers for feedback and referrals. Another email
will be established to allow communication among the sales,
and everybody involved in the process of launching and
ensuring the smooth flow of sales of the product. The website
will be customized to allow customers to book for services
online and even make payments through the same portal. This
will help in communication in strengthening the customer
business communication bond (Blakeman, 2018).
5.3.2 Tracking ROI form website
The organization will have to monitor the progress of the
product throughout the first face to see if it requires any
adjustments and how the adjustments need to be implemented.
Through the website, the organization will be able to track this
product on the market. The payment for the product will be
through online payment and cheques, this will allow the
organization to track the income generated throughout the first

43. period and whether the return on investment has been realized.
The website provides a portal for each vendor and they access it
through signing in with their email and unique password, this
will help track their sales record and determine whether their
contribution towards the overall profit is substantial.
5.4 Ethical practices
The organization would like to ensure that its sales personnel
and the staff, in general, uphold the set-out rule and guidelines.
This will include the ethical practices provided by the copyright
and trademark bodies. This will be done by giving out the
guideline’s brochures to the sales team as well as the staff to
ensure all of them adhere to them. The organization will
strategically erect a notice board where one can be able to see
the ethical guiding at any time. This will be possible because of
the organization which is a monopolistic body (Loe & Ferrell,
2015).
References
Blakeman, R. (2018). Integrated marketing communication:
creative strategy from idea to implementation. Rowman &
Littlefield.
Lee, Y. K., Kim, S. H., Seo, M. K., & Hight, S. K. (2015).
Market orientation and business performance: Evidence from

44. the franchising industry. International Journal of Hospitality
Management, 44, 28-37.
Loe, T. W., & Ferrell, O. C. (2015). Ethical climate's
relationship to trust, market orientation and commitment to
quality: A single firm study. In Proceedings of the 1997
Academy of Marketing Science (AMS) Annual
Conference (pp. 61-63). Springer, Cham.
Lovelock, C., & Patterson, P. (2015). Services marketing.
Pearson Australia.
Slama, D., Puhlmann, F., Morrish, J., & Bhatnagar, R. M.
(2015). Enterprise IoT: Strategies and Best practices for
connected products and services. " O'Reilly Media, Inc.".
Tatarynowicz, A., Sytch, M., & Gulati, R. (2015). Scaling:
Organizing and Growth in Entrepreneurial
Ventures. Academy of Management Annals, 11, 640-668.