Please find the attached case study file and excel file.

- Case Study file:

file:///Users/trankhanhlinh1909/Downloads/ACC306%20_T1%202023%20Assessment%203_Case%20study%20(3).pdf

- Excel File:

https://docs.google.com/spreadsheets/d/1rCWfHEsXuSlJo6969HxdcEZf5kutl3NXeJ5F2_5b1ng/edit?usp=sharing

Greatly appreciated you attach the answers as an excel file via google drive link or whatever easy way to download!

Thank you

BACKGROUND

In 2019, Tom and his wife, Cathy, started a lawn mowing business in West Perth.

After canvassing potential customers, Tom and Cathy determined that their business would focus on providing both basic mowing and premium gardening services.

She quickly provided a steady pipeline of job enquiries from potential customers on an online presence. Cathy managed a simple website and all questions or queries while Tom resigned as a building manager and focused on performing all the business's booked mowing and gardening jobs.

Following increased demand and the establishment of some repeat business, in 2020, Tom and Cathy began employing additional gardeners to help meet business needs.

Tom and Cathy are now seeking your assistance in evaluating the data they captured in their first three years of trading.

Data sets have been provided - Phase 1, which covers October 2019 to April 2020, and Phase 2, which covers May 2020 to January 2022. These may be found in the document

FEES CHARGED T

om's Mowing provides two services charged at different rates. The rates reflect the level of skill and care the premium service offers, including precision edging, hedge trimming, weeding and complementary soil boosters. Base fees charged by Tom's Mowing:

Standard service - $70 per hour

Premium service - $120 per hour

All work carried out (both Standard and Premium) are subject to a surcharge when performed in areas outside of West Perth. These surcharges have been set to compensate for the additional travel time and distance necessary. Taxes are currently applied to the total base fee charged for a job.

Northern Suburbs and Central Perth - an additional 10%

Eastern Suburbs and Southern Suburbs - an additional 20%

For example, a 2-hour Premium service undertaken in the Eastern Suburbs would be billed at: 2 hours x $120 x 120% = $288

PHASE 1 - OCTOBER 2019 to APRIL 2020

Throughout Phase 1, all jobs were completed by Tom, with the management of business operations provided by Cathy.

Cathy managed all inbound calls and collated all job details completed by Tom, and maintained the following records:

Exhibit A - Phase 1 Enquiries Register

Cathy recorded the Name and Location of each customer who enquired about the services provided by Tom's Mowing. Cathy then assigned a unique, sequential customer ID to each customer recorded. There were 523 unique customer enquiries, not all of which proceeded with job bookings

Exhibit B - Phase 1 Job Completion Register

From details provided by Tom, Cathy recorded details for each job completed including:

Customer ID

Date of completion

Service type provided (Standard or Premium)

Number of hours

Payment method (Cash or Card)

Amount paid by the customer

Business concerns

Cathy is concerned with understanding how well the business is converting enquiries into chargeable jobs and how well the business retains customers

Tom is concerned with understanding the business's seasonality (if any), the mix of services provided, which regions the business is generating its revenue from, and identifying the drivers of business growth.

PHASE 1

a) appropriate reports that will support the evaluation of data in Phase 1.

Many reports may be produced from the data provided. You are to select reports that will help address the proprietor's concerns.

Some reports that may support your evaluation could include the following:

o For each location, the number of jobs completed and total revenue

o A periodic summary (weekly/monthly/quarterly) of jobs completed and total revenue

o Identification of customers with repeat business

o Identification of queries that didn't result in a sale

b) For your report part in the above requirement, outline the steps to select, organise and format the report. This should be presented in dot-point format

c) a brief written summary of your evaluation of the data in Phase 1. Each of the reports that you have should be used as the basis for an expanded summary note, including:

o A statement explaining the information in your report (i.e., numerical)

o Why the information is essential to the business

o A description and explanation of a suggested improvement to the data collected (may relate to inputs, processes, or outputs)

d) Use charts or graphs to visualise the total revenue collected every month from October 2019 to April 2020 (Hint: use one chart or graph for each type of mowing service)

e) Identify the business's issues in converting a lead into a sale. What measures should the business take to achieve a higher conversion rate and expand it into other states in 2022?