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Housekeeping Services
NCII

Quarter 3
Self-Learning Module 2
LO2. Recognize the potential customer/market
in housekeeping services

Module Title: Market for Housekeeping Services

Writer: Maria Elizabeth N. Villabroza

Reviewer: Sarah Minette M. Reyes

EXPECTATIONS

At the end of this module, the learners should be able to:

A. Identify the major player/competitors within the Housekeeping Services
Industry;
B. Understand the different products/services available in the market for
housekeeping services; and
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C. Conduct a consumer analysis to identify the customer’s needs and wants for
housekeeping services.

PRETEST
Direction: Write the word True or False before the number.
________1. Before one goes fully into business, it is important to find out first what
kind of product or service you will offer.
________2. Dry Cleaning and Laundering is not a service under the Housekeeping
services that can be considered for business.
________3. Commercial Cleaning is the most common service offered in the cleaning
industry.
_______4. No company dominates the cleaning service industry, thus there are plenty
of opportunities even for small businesses.
_______5.The first major component in customer analysis is identifying target market
segments.

RECAP
The past module highlighted the importance of housekeeping in the hospitality
industry. It also provided an understanding of Housekeeping Services NCII as a
subject that identifies the core competencies of a Housekeeping Attendant that are
required before one earns a national certification. Likewise the module gave a
checklist on the Personal Entrepreneurial Competencies (PECs) as a tool to examine
if one intends to go into business. What are these competencies of a successful
entrepreneur?

LESSON

Market for Housekeeping Services

Players/Competitors in the Cleaning Services Industry

The cleaning industry is a diverse industry consisting of businesses that provide
cleaning and restoration services to both the residential and commercial markets.
The most common services include cleaning home and office interior spaces,
windows, carpets and upholstery. Individual cleaning industry businesses often
provide unique or specialized services to set them apart from the broad range of
competitors in this industry.

Business formats range from sole proprietorship, corporations, partnership and

franchise; most engaged in outsource businesses arrangements with clients. Hotels
have in-house housekeeping departments whose staff are on the payroll of the
company, some regularly maintained while others are under contractual services.
Small hotels outsource housekeeping and janitorial services to keep their overhead
cost low. A large number of cleaning and housekeeping service businesses cater to
big commercial establishments due to higher revenue potentials. However, if services
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is on contractual basis, their contracts are renewed annually or on a period agreed

upon with clients.

Housekeeping services likewise covers other areas like laundry services for linen and
clothing apparel with growth of business rising with the increase in condo living. The
year 2019 has been an interesting time for the cleaning, laundry, and sanitation
industry because of the increased demand for these services.
Research study shows that the cleaning industry is fragmented and that no business
owning an overwhelming majority of the market. This means that there’s plenty of
room for new and expanding franchises and independent businesses to avail of
opportunities in the market (www.franchiseopportunities.com).

Product and Services for Housekeeping and Cleaning Services

Some of the most common business models in the cleaning industry include:
Commercial Cleaning: This is the most common service offered in the cleaning
industry. Types of services offered here are for offices, schools, and healthcare
institutions.

Carpet and Upholstery Cleaning: Carpet and upholstery services segment is a

high-end cleaning service due to the high cost of carpets and upholstery invested
by commercial and residential owners.
Clothing Dry Cleaning and Laundering: The dry cleaning and laundry facilities
industry offer a range of specialized fabric cleaning and restoration services.

Damage Restoration: Franchises in this service provide fire and water damage
restoration, mold and mildew removal and biohazard cleanup.

Green Cleaning: Companies here offer environmentally friendly services to meet

the demands of consumers and businesses that insist on green alternatives to
achieve the same results as traditional processes.

Pool and Outdoor Cleaning: These are services for outdoor cleaning needs of
both residential and commercial clients.

Residential Cleaning: These are services for the residential market with
strategies that emphasize dependability and convenience for homeowners.

Specialized Services: The number of specialized cleaning applications is

limitless. Services vary from commercial hood exhaust cleaning, barbeque grill
cleaning, window cleaning, and solar panel cleaning.

The industry serviced by small businesses is growing with many more residential
clients preferring to outsource cleaning services due to a number of reasons lack of
time to clean, allergies, outsourcing to save money from buying cleaning equipment,
specific trouble spots, necessity to maintain standard of cleanliness, and age which
hinders full ability to clean.
Consumer Analysis to Market Business Products and Services

Before one goes fully into business, it is important to find out the needs and wants
of your intended customers thru the process of customer analysis. A customer
analysis (or customer profile) is a critical section of a company's business plan or
marketing plan. It identifies target customers, ascertains their needs and then
identifies how the needs will be satisfied by the product offering. Bottom line of
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customer analysis is matching customer’s behavioral profile (why your product

matches a customer’s lifestyle) and a demographic profile (describing a customer’s
demographic attributes) with your product
(https://www.acsbdc.org/resources/small-business-topics/marketing/customer-
analysis).

 Behavioral Analysis (Customer Buying Criteria)

A behavioral analysis of customers (or psychographic profile) seeks to identify
the factors or buying criteria for the customer’s choice for the product over its
competitors. The four major criteria that customers use to distinguish competing
products are: price, quality, convenience and prestige.

 Customer Demographics
The second major component in customer analysis is identifying target market
segments that are predisposed to preferring your products over those of your
competitors. The segmentation of the market is used in the advertising
campaigns. Gender, age, ethnicity, geography and income are all market-
segmenting criteria based on demographics.

Through consumer analysis, you can understand your market better and will
allow you to make a decision what types of business you will setup. It is also
important to know the area or locality your cleaning service business will
operate. Consider your local area and what types of clients you are most likely
to reach in the area, and this can help you determine whether to focus on
residential or commercial cleaning, or a combination of the two.

ACTIVITY
GET TO KNOW YOUR MARKET!
Let’s conduct a market analysis of the market for cleaning services using the Market
Survey Questionnaire below. Do a survey of your customers by making a survey of
your classmates. Your classmates will assume/pretend a role of someone who may
need a housekeeping and cleaning services. You may do the survey online and email
the form or redo the form in FB Messenger poll or Survey Monkey or Survey Heart
Apps. Tabulate the data and analyze the market profile. Write an analysis of your
survey and submit the result to your subject teacher. Be sure to describe the kind of
market that you surveyed.
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MARKET SURVEY QUESTIONNAIRE

In order for us to serve our customers better, we would like to find out what you think
of us. Please take a few minutes to answer the following questions. Your honest
opinions, comments and suggestions are extremely important to us. Thank you,
INSTACLEAN Services.

Please put a check mark of the following that pertains to you:

A. CUSTOMER PROFILE:
Gender (choose one only)
________ Female
________ Male
Age (choose one only)
________ 18 -25 ________ 41 - 47
________ 26 - 33 ________ 48 - 54
________ 34 - 40 ________ 55 - 61
________ 62 and above
Are you:
________ Professional
________ Student
________ Business Owner
________ Others: Pls specify:_____________

Average Monthly Income (choose one only)

________ below Ph 25,000
________ 25,000 - 50, 000
________ 51,000 - 100, 000
________ 101,000 - 200,000
________ 201,000 and above
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B. ABOUT OUR PRODUCTS AND SERVICES

1. About Housekeeping and Cleaning Services (choose one only)
Kind of facility you will hire housekeeping and cleaning service:
________ Residential
________ Commercial (business)
________ Office
________ Factory
________ School
________ Others: Pls specify:_____________
2. How often will you hire housekeeping and cleaning services ? (Choose one only)
________ Once a week
________ Once a month
________ Twice a month
________ Others: Pls specify:_____________
3. What kind of housekeeping and cleaning services will you get?
(Choose as many as applicable)
________ General Cleaning
________ Carpet and Upholstery cleaning
________ Deep cleaning
________ Pool and outdoor cleaning
________ Green Cleaning
________ Damage restoration
________ Linen and Drapery Laundry
________ Others: Pls specify:_____________

WRAP-UP

DIRECTIONS: Identify the terms described in the following sentences. Write the
words in the space before the number. Words to fill in are given in the word bank.
___________________1. It seeks to identify the factors or buying criteria for the
customer’s choice for the product over its competitors.
___________________2. Gender, age, ethnicity, geography and income are all
examples of these.
___________________3. It is a critical section of a company's business plan.
___________________4. Services directed towards customers who want to have
environmentally-friendly alternatives for cleaning.
___________________5. These are services for outdoor cleaning needs of both
residential and commercial clients.

Word bank
Market-segmenting criteria Customer analysis Pool and outdoor cleaning

Psycho graphic profile Green Cleaning

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VALUING

Entrepreneurship is important as it has the ability to create employment for others, create
wealth and improve the standards of living of people. Not all big business we see in our
community started big, some started small. What do you think can you start at your level as
students in the area of cleaning service?

POSTTEST

Direction: Write the word True or False before the number.

________1. The customer analysis identifies target customers, ascertains their needs
and then identifies how the needs will be satisfied by the product offering.
________2. Dry Cleaning and Laundering is an example of a service under the
Housekeeping services that can be considered for business.
________3. Commercial Laundry is the most common service offered in the cleaning
industry.
_______4. There are many businesses already established in the cleaning service
industry, thus it will be difficult to get into this kind of business.
_______5 .The four major criteria that customers use to distinguish competing
products are: location, quality, convenience and prestige.
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KEY TO CORRECTION

5. False 4. False 3. False 2. True 1. True

Post-Test

5. Pool and outdoor cleaning

4. Green cleaning
3. Customer analysis
2. Market-segmenting Criteria
1. Pscychographic Profile
Wrap-up

5. False 4. True 3. True 1. False 2. False

Pre-Test

References
Internet Sources:

https://www.universalclass.com/articles/business/current-supply-and-demand-
of-your-cleaning-business.htm Retrieved Nov. 12, 2020
https://www.franchiseopportunities.com/industry-profile/cleaning-industry.
Retrieved Nov. 12, 2020.

https://www.universalclass.com/articles/business/current-supply-and-demand-
of-your-cleaning-business.htm. Retrieve Nov. 12, 2020.
https://www.franchiseopportunities.com/industry-profile/cleaning-industry.
Retrieved Nov.12, 2020.

https://www.acsbdc.org/resources/small-business-topics/marketing/customer-
analysis retrieved Nov. 12, 2020

https://encrypted-
tbn0.gstatic.com/images?q=tbn:ANd9GcSzvspaC5WSpTqs8R_J_PxjF9fJBGJhb2ot6
g&usqp=CAU

https://lccs.com.ph/wp-content/uploads/2019/08/slider-imge3r.jpg

https://www.stylemotivation.com/wp-content/uploads/2019/08/Cleaning-
Recommendations-Before-You-Leave-for-Holidays.jpg