A service, which suits the need of all residential cleaning services in an environmentally sound, completely trustworthy, and professional manner.

Contents

Executive Summary.3

Objectives.3

Mission.3

Company Background.4

Services.6

Market Analysis.7

Market Segmentation.7

Target Market Segment Strategy.8

Competition and Buying Patterns.9

Strategy and Implementation Summary.9

Competitive Edge.9

SWOT Analysis.10

Sales Strategy.12

Sales Forecast.12

Risks and issues.14

Timeline.15

Management Summary.16

Personnel Plan.16

1. Executive Summary[GR2]

The region of Beau Bassin - Rose Hill (including Ebene) is full of young adults where both husband and wife works, making household chores a burden. Finding a reliable and trustworthy house cleaner has always been a challenge and with the growing demand, it is almost impossible to get one.

RG Cleaning Services' objective is to provide the customers with all residential cleaning services in an environmentally sound, completely trustworthy, and professional manner. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers

RG Cleaning Services (RGCS) is a residential house cleaning service serving families in Beau Bassin - Rose Hill region. Through generous human capital investments, RGCS will exceed our customer's expectations. We will be serving the single-income affluent households and affluent two-income households. These targeted families will be willing to pay a premium for our service because of the high level of professionalism and trustworthiness that we offer, not replicated by any of our competitor.

RG Cleaning Services' projected growth rate will be very high each year with respectable profit margins as a percentage of sales. RGCS will be a home-based business with John Smith as the sole proprietor. By the end of year one, RGCS will have six additional employees. This house cleaning business plan will help the owner navigate the startup, and subsequent management of the business.

RG Cleaning Services is owned and operated by John Smith. It will be formed as a sole proprietorship. There is no compelling need to incorporate. The advantage of incorporation, limited liability, can be offset by good insurance.

John Smith, founder and owner, has a spent three of his four years in college working for a Sanitation Management cleaning service. Sanitation Management was both a residential and commercial cleaning service. John worked on a cleaning crew with two other individuals. By the end of John's third year he was promoted to crew manager and was responsible for coordinating the jobs for that crew, as well as all customer interactions. John managed the 23-person organization for two years. His responsibilities included all facets of management including, hiring, training, customer service, inventory control, and purchasing.

2.2.3 The company background

RG Cleaning Services (RGCS), soon to be located in Beau Bassin, will offer residential home cleaning services. RGCS will offer a wide range of services to the residential client, from general room cleaning to child/pet disasters. We will be going after the upper end of the market, typically the affluent whose spouse does not have a full-time job but chooses to do other things with his/her time, or the two-income family who chooses not to clean their house themselves.

The business will be based out of John Smith's home. John will be responsible for scheduling, estimates, training, inventory, ordering, payroll and customer care management. The business organizational type will be a sole proprietorship, with six employees within the first 12 months.

According to sales forecasts, net profits within four months will be a respectable percentage of sales and will grow steadily through year three.

1. The Objectives

RG Cleaning Services' objectives for the first three years of operation include:

• To create a service based company whose #1 goal is exceeding customer's expectations.
• To increase our number of clients served by 20% per year through superior service.
• To develop a sustainable home-based business, living off its own cash flow.
• To use RG Cleaning Services on a regular basis by at least 30% of the leads that contact us for more information.
  1. The Business Model[GR3]

This part i need *

1. The company structure[GR4]

1. The hierarchy

1. Intellectual property rights

1. Ownership

John Smith had the idea of creating the cleaning services and decided to start the business alone, thus being the sole owner of the company. Being the sole owner, John will have full authority on the operation and strategy. It is much easier to take decisions and set the operation plan. RG Cleaning Services will be a company limited by shares and John Smith will own 100% of the shares.

Being a Ltd company, Mr Smith's will have to abide to all the current regulations, pay the required taxes and make sure to be work according to the authorities.

2. Industry Analysis

1. Industry analysis

RGCS is focusing on these people because they appreciate a professional, reliable, trustworthy, and immaculate house cleaning service, and are more than willing to pay for this. While Beau Bassin has several different cleaning services, we are the only one that targets the affluent exclusively. The wealthy are consistent customers. Whether they have a house, cleaning service does not depend on the finances each month. These groups always have the money for our services, just as they always need/want a clean house.

The affluent desire quality and are willing to pay a premium for a service that that they can trust 100% that extrudes professionalism, and allows them to forget that they have to deal with whatever it takes to get a clean house. We do all of this in a seamless, customer centric manner.

We will market our company through a two-pronged approach. One prong is the distribution of a color brochure detailing our services. The distribution of this document will be targeted to hit our chosen segment. This will be done by setting up strategic relationships with organizations or clubs whose members fits our targeted customer profile. Examples of this would be higher-end athletic clubs, country clubs, wine connoisseur clubs, etc. We will gain access to these clubs membership through deals where the club owners will receive our services for themselves to test the quality so they then feel comfortable with helping us by being a "cheerleader" for our service.

We will also have a well detailed website which will include all our services and prices. Online booking will be made available along with online payment facilities. The website will also showcase all the different products and equipment which are used. All the existing customers will have a testimonial posted on the website and it will be updated every quarter.

The third prong of our approach will be through word of mouth referrals. We will offer an economic incentive (such as a free visit) to our customers if they bring in new business for us. We believe this will be effective because the financial incentive will motivate their behaviour, and people naturally like to share good things with their friends.

1. PESTEL Analysis
   1. Political - There are several regulations, taxes and registration fees to be borne by the company upon creation and yearly fees. The government controls all the chemical products in the market, thus all the products being used will be purchased from registered companies with good standard.

1. Economic - Mauritius being a developing country, the growing economies offer wide-ranging growth opportunities to RG Cleaning Services. A well-developed infrastructure facilitates the business environment and increases the growth potential of the company.

1. Social - Changes in demographic patterns like aging population, migration trends and socio-economic variables have paramount importance for RG Cleaning service. The figures of working couples - who are career oriented - continue to grow, creating a space in the market to penetrate as this category of citizens have to means to pay but no time and energy to clean their house.

1. Technological - Social media marketing is key to the success of RG Cleaning services. Even though the targeted segment are very busy in their daily life, they do have time to browse on social media as a hobby. Having all the required information on social media platforms will help in the exposure of the products and services.

1. Environmental - The new trend in the world is to be eco-friendly and use natural products to save the environment. RG Cleaning Services will predominantly favour eco-friendly products and use the minimum water possible to clean.

1. Legal - RG Cleaning Services must follow the employee/labour health and safety laws to provide a secure working environment for the employee. The data protection has become an important issue due to consumers' privacy and security concerns. RG Cleaning Services need to study data protection regulations to protect the customer data. Intellectual property regulations are designed to protect the companies' patents and valuable ideas. Inability to protect intellectual property rights can result in losing competitive advantage, which may weaken the positioning of the company against other market players.

1. SWOT Analysis

RG Cleaning Services conducted a SWOT analysis at the management level analyse the strength, weakness, opportunities and threats the company is facing or may face in the future.

1. Competitors Analysis

4.5.1 Direct competitors

Rent A maid

Rent A Maid was incorporated in 2012, with main objective to reduce the burden of housekeeping for individuals. The reason of their incorporation was the lack of trust people had in individuals which they wanted to employ as maids and also the difficulty they had in finding them. Their services starts at Rs 3,800. They offer other services like painting and babysitting.

Alpha Cleaning

One of the biggest and first cleaning company in Mauritius. Their focus are corporate jobs and their prices for house cleaning are quite high. They will only offer daily only to house with a minimum area. Since they are a well established group, if they ever decide to have a department to focus on house cleaning, they will become a major competitor in the market.

4.5.2 Competitive advantage

RG Cleaning Services will be able to offer the following advantages over their competition:

• Professional and friendly service at affordable prices.
• Owner who will interact with each client on a weekly or monthly basis to ensure they are completely satisfied with their cleaning service. Owner will ask for any constructive criticism in order to implement strategies beneficial to client retention and referrals.
• A referral program where clients can earn a free cleaning for every household they recruit.
• A training program for each employee to ensure they are fully qualified to perform the highest cleaning standards for any business or household.

1. Marketing Plan[GR5]

5.1 Market Gap

Beau Bassin currently do not have a range of different residential house cleaning services, from independent companies to franchise services. No one else is specifically targeting the wealthy. We will be targeting two wealthy populations:

Wealthy one-income households.

Affluent two-income households.

Both of these targeted groups appreciate a professional, reliable, trustworthy, cleaning service and are willing to pay a premium to get this top shelf level of service. We will be marketing our service to these people through word of mouth referrals.

5.2 Market Segmentation

RG Cleaning Services will be focusing on two upper socio/economic groups. The first is the affluent where only one spouse works. Although the other spouse is at home and has time to clean, he/she chooses not to. This spouse would rather volunteer for a public interest organization, play tennis and golf, or just spend time how he/she chooses to. They have no desire to clean the house. To them that is not enjoyable and they have the money to pay someone to do that kind of work. This market has a monthly income above Rs 150,000 and live in expensive houses. The region has approximately 100 families that fall into this category, this group reliably uses cleaning services.

Our second segment of the market that we are targeting is the two-income family. Over the last couple of decades, the number of two-income households have increased, to a point where in parts of the country they exceed one-income families. Our target customer is two income families whose combined monthly income is over Rs 125,000. These families do not really have the time to clean, can afford a cleaning service, and choose to hire a service because the opportunity costs are too high to waste time cleaning their house. These households are typically age 30-55 and live in houses valued over Rs 7,500,000. Beau Bassin has approximately 300 families that fall into this demographic. It is this segment, which has tremendous potential for us. Nearly 80% of dual income households use an outside cleaning service for some of their house cleaning.

5.3 Marketing Mix

1. operation plan[GR6]

7.0 financial p planning[GR7]

8.0 risk planning & strategies[GR8]

1. Human Resource planning

Company Background

RG Cleaning Services' start-up costs include equipment needed for a home-based business, initial legal fees, marketing fees, cleaning equipment and supplies, uniforms, and signs for employee vehicles.

The home office equipment includes a Laptop (with the following minimum specifications: i5 processor, 8GB RAM, 500GB hard drive and printer/scanner). Also required for the office is an additional land phone line and cellular phone. A few pieces of furniture will also be needed.

The legal fees are used for the creation of the business as well as reviewing/generating employee and client contracts.

Marketing fees are for the production of business cards, brochures and any other marketing strategies, which will follow.

Cleaning equipment must be purchased with one set of equipment per employee. The major expense per employee is a commercial vacuum cleaner (consumer models will not withstand continuous use) and assorted brooms, mops, and chemicals (biodegradable).

Uniforms will be used to show and maintain professionalism.

Lastly, we will have a few magnetic company signs made to turn the employee car into the appearance of a company car.

Expenses	Cost (MUR)
Legal	10,000
Stationery etc.	2,500
Brochures	7,500
Insurance	15,000
Uniforms	5,000
Cleaning Equipment	50,000
Office Furniture	15,000
Communication Equipment	10,000
Computer Equipment	25,000
Magnetic Car Signs	3,000
Cleaning Supplies	10,000
Total	153,000

Services

RG Cleaning Services will provide a residential house cleaning service for the upper end of the market. We will have two target customers:

1. The affluent who has a spouse who does not work, but is not inclined to do housework. To many a maid/house cleaner is a symbol of wealth, and this idea symbolizes this group of customers.
2. The two-income households whose opportunity costs are too great to spend time cleaning the house.

RGCS offers house cleaning to these targeted customers. House cleaning ranges from cleaning of standard rooms such as kitchen, bathrooms, bedrooms, as well as more unusual jobs like small disasters from children and pets.

The customers will be free to choose the services and frequency of visits, the services will be as follows:

1. Monthly services:

• 4 hours of work per day
• Monday to Friday only - Excludes Sundays and public holidays
• Offered at Rs 20,000 per month
• All cleaning products and equipment included
• Services will include cleaning of kitchen, bedrooms (4 maximum), bathrooms (3 maximum), garden (maximum 20m) and ironing.
• A contract of at least 12 months has to be signed.

1. Weekly services:

• 3 days a week
• 4 hours of work per day
• Excludes Sundays and public holidays
• Offered at Rs 3,000 per week
• All cleaning products and equipment included
• Services will include cleaning of kitchen, bedrooms (4 maximum), bathrooms (3 maximum), garden (maximum 20m) and ironing.
• A contract of at least 12 months has to be signed.

1. Daily services

• 4 hours of work per day
• Excludes Sundays and public holidays
• Offered at Rs 1,000 per day
• All cleaning products and equipment included
• Services will include cleaning of kitchen, bedrooms (4 maximum), bathrooms (3 maximum), garden (maximum 20m) and ironing.
• Booking to be done 36 hours prior to intervention and upon availability

Risks and issues

A proper risk and issues log will be created and updated regularly according to the operations and changes happening in the environment.

Below is a list of some identified risks, the list is not exhaustive and need to be fine-tuned at a later stage of the project.

Risk	Rating	Mitigation factors
Employees quitting the job	Medium	Do regular 1-1 meeting with staff to better understand their daily routine and state of mind
The price of cleaning equipment increasing	High	Sign long-term contracts with suppliers at fixed costs. Always have a plan B for equipment
Theft at customer's place while providing service	Medium	Do proper background check before employing staffs Add clauses in contracts to protect the company Subscribe to an insurance policy
Pandemic restrictions	High	Provide all sanitary equipment to staff

Timeline

RG Cleaning Services will have several milestones early on:

1. Business plan completion. This will be done as a roadmap for the organization. While we do not need a business plan to raise capital, it will be an indispensable tool for the ongoing performance and improvement of the company.
2. Set up the office. This will be done within the first month. This includes setting up the physical office where business will be transacted.
3. Set up the supply room. This will be done in John's garage. It will occur in the 3^rd month and will be the place where all of the bulk, environmentally sound, chemicals will be mixed into the proper concentrations.
4. Training program. This will be the development of a training program for the employees. The employees will receive initial sessions of training up-front, but will undergo constant training, part of our constant learning process.
5. To verify if the operations are aligned to the strategy.

Personnel Plan

The staff will consist of John working full time for RGCS. Initially John will be working in both the office as well as on jobs, by the end of month two he will be working only in the office and will have hired an additional employee. Month five will see an additional two people hired, and month six will see two more hired for a total of six employees.

We will be paying our employees a competitive hourly wage, quite a bit more than minimum wage. This is calculated to attract a much higher calibre employee that is not looking for temporary employment, but a stable job environment. This is compounded by the fact that in order to make our training cost effective for us, we need this person to be a part of the company for an extended period of time, not just a few months until a better job comes along. In addition to paying an above market wage, we will be offering extensive training. This personal development will be another attraction for the high calibre employee. The need for the higher class employee is necessitated because of the upper end clients that we serve. In order to exceed the customer's expectations of our services, we need to have the right employee that has been properly trained and feels a sense of empowerment on the job.

John will be paid a monthly salary. The rest of the profits will remain within the business.

[GR1]To make it the "Vision" add " to be the leader on the market etc, reflect the long term vision

[GR2]Should be page no 1

[GR3]Business model canva

[GR4]IPR + ownership

[GR5]Market description

Marketing mix 8Ps physical evidence philosophy

Marketing trend

[GR6]Site plan

Product service details - blueprint

End user process

Resource planning

Quality control

Gant chart

R&D

HR process - recruitment process, training plan

Job description - in annex

Performance appraisal

Risk planning

Growth strategies

[GR7]Key finanicial indicators

Cashflow forecast

Revenue cost summary

Forecasted income statement & balance sheet

Ratios bearing, profitability ratio

[GR8]Few types of risks

Growth strategies - new products (gardening etc)