EXECUTIVE SUMMARY

The name of our business is Clean-Neat mobile cleaning and laundry services which is yet to be
started. Clean-Neat laundry services will be a residential, commercial and laundry and cleaning
services that will provide all kinds of cleaning solutions for properties. Hygiene is one important
thing that must be practiced with seriousness; as a matter of fact, it has to be a frequent practice
but academics and work sometimes make it difficult for people get to time to wash their clothes
and clean their homes and properties. We will be a registered laundry and cleaning facility that is
built to serve the people of Menengai east - especially the residential house and rentals houses
around.

Our Laundry and cleaning business will be located in the heart of Teacher’s Estate which is less
than 20 minutes’ drive from Nakuru town,. We are strategically positioned in a commercial
center and we are set to services the whole of the community as well as visitors and travelers
alike. This location makes our business clearly visible and the environment is also conducive.
Our goal is to address the needs of the customers who are looking for top notch cleaning laundry
services at reasonable prices for their homes or their workplaces.

This need of the customers will be addressed by providing them with the very best cleaning
services that will be conducted by highly skilled cleaning professionals. The characteristics that
will set our business apart from the rest will be the top quality of our services, the efficiency of
our workers and the first class hospitality treatment that our clients can expect from our
professionals every single time.

We currently, have not started operations but everything is set for it to kick start. This business
plan therefore captures everything about the business. The main target market of the business is
students and most of them are located in the area, also the place is closer to campus and clients
can easily locate us.

Objectives

Our objectives for the first three years of operation include:

 To create a service based company whose number 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.
 The utilization of our facility on a regular basis by at least 30% of the leads that contact
us for more information.

Our Vision Statement

Our Vision is to operate one of the most successful laundry and cleaning services in the country
and beyond.

Our Mission Statement

Our mission is to develop a highly successful and profitable laundry business with state of the art
facilities in the country; businesses that will not only meet the needs of her clients but also
supersede their expectations. Thus, we provide the customer 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 customer.

COMPANY SUMMARY
Clean-Neat mobile cleaning and laundry services which are yet to be started. Clean-Neat laundry
services will be a residential, commercial and laundry and cleaning services that will provide all
kinds of cleaning solutions for properties. The business is ready to be started; the location, target
market, pricing, marketing strategies have been determined.
We want to start as a small business and then grow it to a point where it becomes international.

COMPANY OWNERSHIP
The business is going to be a partnership business among the members of the group. All the
partners will have equal shares in the company.

STARTUP SUMMARY
Our start-up costs include equipment needed (to be detailed below), initial legal fees, marketing
fees, cleaning equipment and supplies, uniforms, and signs for employee vehicles. The office
equipment includes a computer system. Also required for the office are an additional Mobile
phone,. A few pieces of furniture will also be needed. The legal fees are used for the formation
of the business as well as reviewing/generating employee and client contracts. Marketing fees are
for the production of business cards and brochures.

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

Total start-up expenses including leasing of premises, legal costs, logo design, stationery and
related expenses approximate Kshs. ……….. Start-up assets required include: Kshs………….. in
long term assets which include leasing of building, washing machines, motor tricycles, Furniture
and Fittings, etc; Kshs……………… in initial cash to handle the first few months of operations
and Kshs………… to meet contingencies

SERVICES WE PROVIDE
Clean-Neat is a laundry and cleaning that will be equipped with state of the art facility
specifically positioned to become the market leader in the industry. Our major purpose of
starting this business is to provide a suitable and comfortable facility where people can easily do
their laundries at an affordable fee. Much more than providing a facility where people can do
their laundries, we also offer complementary services; services that will get our customers hook
to us. Bottom line is that we will go all the way to help our customers maximize their time when
they patronize our Laundry services. These are the services and amenities that will be made
available to our customers;

 Washing
  Dry cleaning services
 Ironing
 Folding and packaging of clothes
 Home delivery services
 Snack bar
 Free Wi-Fi
Our professionals will meet and exceed every expectation of our clients and make sure your
laundry receives the utmost care and attention. We believe in providing the highest quality
laundry service available. We also provide cleaning services to banks, schools, hotels, churches,
etc. The cleaning aspect of the business is divided into two; first is the commercial cleaning
service and the second is the residential cleaning service.

Commercial clients usually demands cleaning companies that can provide them with state of the
art janitorial services and garbage removal and disposal services. Residential clients on the other
hand look for cleaning companies that can provide comparatively less heavy duty services such
as carpet cleaning, upholstery, 6 hour maid services, vacuuming etc. Clients can subscribe to
daily or weekly cleaning services. With commercial cleaning services we will provide janitorial
services where we do general cleaning of the office area for clients. We will also provide
garbage removal and disposal services where we daily collect the waste and garbage of clients
for safe disposal. We provide a variety of office cleaning services to a wide range of clients.
From estate agent offices to computer service companies, we know that your office environment
projects the image of your company, it is important to project the kind of image that your clients
expect to be welcomed into. A clean working environment is paramount and your staffs will not
only work better but they will have fewer days off with coughs and colds if surfaces, telephones
and communal areas are kept clean and germ free. We also do window cleaning for both
domestic and commercial clients.

We will also provide after construction cleaning services where we will clear debris in newly
constructed buildings. Our services will offer immense of benefits to clients. We help clients
save much time to concentrate on their studies and work to increase their productivity.

Also, clients do not have to bring their clothes to us, all they need to do is to give us a call and
we will attend to them immediately. We do not just provide any service to clients but we will
ensure our services are quality to meet the expectation of clients and even exceed their
expectations. We also make sure that we pick-up clients clothes on time and return them on time
and clean their homes and offices quickly. Efficiency is our hallmark; we do dirt free clean
making sure that not even a perk of dirt is left. Treating clients’ properties with care and respect
is something we do not take lightly. This means that those properties are safe in our hands. We
will save clients a great deal of their time and make them convenient since they do not have to
worry about their cleaning chores. Our aim is to put our clients first, and we are always flexible
to help satisfy your cleaning needs.

MARKET AND INDUSTRY ANALYSIS

The overall size of the cleaning industry is quite huge in Ghana. Cape Coast is one of the major
locations in the industry mainly because it is becoming an industrialized and commercialized city
where cleaning services have become a necessity in nearly every neighborhood that is flocked
with commercial complexes and residential buildings. A lot of tertiary institutions also abound,
where students and lecturers sometimes get so busy with academics that they can afford the time
to clean their properties and do their laundry. Also a lot of constructions are being carried out
which need an after construction cleaning. The analysis of the cleaning and laundry industry can
be easily divided into two categories due to the distinct nature of the two kinds of services that
cleaning companies in this industry concentrate on. The first is the commercial cleaning service
and the second is the residential cleaning service. The market analysis for both of them was done
separately because the nature and intensity of the demand in both of them are highly different.
Commercial clients usually demands cleaning companies that can provide them with state of the
art janitorial services and garbage removal and disposal services. Residential clients on the other
hand look for cleaning companies that can provide comparatively less heavy duty services such
as carpet cleaning, upholstery, 6 hour maid services and vacuuming.

MARKET SEGMENTS IN THE CLEANING INDUSTRY

Most cleaning companies do not provide an all-encompassing service. The cleaning service itself
can be divided into various segments, and the demand for these segmented services in the
commercial or residential market is quite different from one another. Some of the most common
segmented services include janitorial services, maid services, window cleaning services, carpet
cleaning services, dry cleaning, vacuuming, furniture polishing, washroom cleaning, waste
removal and disposal etc. We understand the diversity in the demand for these services across
various platforms. For example, it would be erroneous for us to assume that the market demand
for window cleaning in commercial complexes is the same as the market demand for window
cleaning in residential homes. We have decided to enlarge our scope in the market by adding
laundry services to take care of the clothes of busy clients.

TARGET MARKET AND CUSTOMERS

One of the more impressive aspects of the cleaning industry is the endless possibilities it
provides when it comes to the target market and customers. Sure, each cleaning company that
establishes itself in the cleaning industry has its own niche and therefore its own target market
and clients. However, for a start-up company like ours, we had the luxury of choosing from a
wide selection of target customers. In the commercial sector, businesses ranging from small
companies to large corporations are all in need of cleaning services of one kind or the other.
Schools, colleges, libraries and other variants of educational institutions too require the
assistance of cleaning companies to provide a cleaner, safer and health hazard free studying
environment for the bright minds of tomorrow.

In the residential sector, there are those living modern day busy urban lives who hardly have
time to make their bed and keep their shoes aligned. For them, maid services are perfect to
restore some order in their homes and their lives. Then again, there are clients within the
residential sector who are looking to provide their newborn children with a cleaner and safer
abode. This is when they call upon the cleaning service companies to help make their homes a
better place for their children to live in. As far as our operations are concerned, we are looking to
cater for the commercial clients, students and lecturers, and the general public. Since we are
equipped with the right size of cleaning staff and the appropriate cleaning equipment, we believe
that we can cover massive office spaces as long as the clients appoint us a reasonable deadline.
Window cleaning services, janitorial services and waste removal services in collaboration with
the city authorities will be the major concentration areas of our business going forward. With that
being said, we will be keeping a watchful eye on the residential sector and always be open to the
idea of expanding our business if lucrative opportunities present themselves. Whether or not a
client will express their interest to subscribe to a cleaning service company will depend on two
things. The first is the expertise and experience of the cleaning service company which is known
to people in the neighborhoods, city or the country. Secondly, the effectiveness and the efficacy
of the marketing and advertising strategies that are created by the cleaning company.

There can also be a third factor in the mix, and that is the company’s ability to impress their
clients during trial periods of service, if there are any on offer. Our company, being a start-up
cleaning business, will lack the experience and renown that is required to draw in new clients.
However, what we lack in experience, we will make up with the high quality of services during
the trial cleaning sessions that we will offer to our clients and also through the dynamism and
strong appeal of our outbound and inbound marketing campaigns. We hope to build a brand that
can consistently influence the buying decision of the customers in the industry.

COMPETITIVE ENVIRONMENT
From our recently concluded feasibility studies and market survey, we observed that there are
several cleaning and laundry businesses scattered all over the city of Cape Coast, as a matter of
fact, there are two or more laundries in same locations in some areas. This goes to show that
there is stiffer competition in the industry. Before launching our Laundry, we have critically
studied the market and we know that we will have some form of competitive edge. Our
competitive advantage is that we will have a standard Laundry and cleaning facility that offers
additional complementary services that will definitely help us attract and retain customers. With
time, we will be having state of the art Laundry facility with latest and easy to use laundry
machines (washing machines, dryers, industrial irons e.t.c.

MARKETING PLAN
Socialization will be at the centre of our marketing strategy. We believe that in order for our
business to thrive, we must reach out to people and give them genuine reasons to subscribe to our
services. Our brand of marketing will be an aggressive and effervescent one, where we will
strive to convert every potential prospect into a client within a period of 30 days. This is the
reason why we will be channeling our resources towards inbound marketing, as it allows us to
connect with potential clientele and stay in touch with them at all times. Not only will we be
having our own website, blog and newsletter programs, but we will also be taking our business to
the social media platform, where the goal would be to change people’s general perception
towards laundry and cleaning service businesses and keep them informed about the advantages
and benefits of hiring a cleaning service company, using both a direct and indirect approach.
OUR CLEANING BUSINESS ADVERTISING STRATEGY
Our advertising strategy will be no less exuberant than our marketing strategy. We believe that it
is all about forming a brand and enticing people to associate them with the brand in ways that
appeal to them the most. Unlike other cleaning companies, we do not simply want to sell services
that people can make use of. Instead, our goal is to sell experiences that people can thoroughly
enjoy. For example, our janitorial service advertisements will be specifically addressing the
needs of those business owners who want to provide a wonderful working environment for their
employees and thus curb down the number of complaints about their
Company’s working conditions.

SALES STRATEGY
Once a client shows interest in our cleaning service, our sales team will be implementing a
number of different tactics to retain the interest of the client and make sure that a contractual
agreement is reached. In order to do this, we will be offering our first time customers with
various unknown complimentary services and discounts that will turn out to be a surprise
package for them and will thus intensify their desire to contractually obligate us to clean their
Offices. The idea is to make the clients feel that they are getting more than what they are paying
for.

PUBLICITY
Our approach to generating publicity for our business will be divided into three steps. The first
step is to convince trade magazine to publish a feature on our start-up company and the potential
of our services to change offices across the neighborhood. The second step is to send our
representatives to the local radio stations to promote our business and educate listeners on what
we have in store for them. The third and final step is to partner up with manufacturers of
cleaning products and provide discounts on our services to people who purchase their cleaning
products. Short videos will also be circulated to create the awareness of the general public. We
will also open our business with a party and free trial for all our visitors for the first three days of
launching the business. We will also do door to door advertisement; sharing stickers and posters,
make use of attractive hand bills to create awareness and also to give direction to our facility. We
will also position our signage/flexi banner at strategic location to create awareness.

SERVICES
Our services are going to be driven basically by making available standard and safe Laundry
facility, excellent customer service and provision of complimentary services. We will work hard
to build a loyal customer base; customers that will always patronize us over and over again and
as well help us use word of mouth publicity to get their friends and acquaintance to patronize us.
We want to drive sales via making available easy to use washing machines, dryers and industrial
irons et al. We are quite aware of how satisfied customers drive business growth especially
businesses like Laundry and cleaning services which is why we will always ensure that our
customer service and facility are top notch.
PRICING
Our pricing system is going to be based on what is obtainable in the industry, we don’t intend to
charge more (except for premium and customized services) and we don’t intend to charge less
than our competitors are offering. However, we would use penetration pricing for the start where
our pricing is very lower than that of our competitors then later switch to completion based
pricing where we would not charge more than our competitors; either the same pricing or a bit
lower but not as lower as it was at start. Be that as it may, the management has put plans in place
to offer discount services once in a while and also to reward our loyal customers especially when
they refer clients to us. The prices of our products (snacks, detergents et al) will be same as what
is obtainable in any part of the country.

PAYMENT OPTIONS

Payment policy is going to be all inclusive because we are quite aware that different people
prefer different payment options as it suits them. Here are the payment options that will be
available in every of our clients.
 Payment by cash
 Payment via bank
 Payment via Mobile money
In view of the above, we will choose banking platforms that will help us achieve our payment
plans without any difficulty.

We will offer door to door pick up and return of clients clothes. This will alleviate that burden on
customers to bring their things to the place. Quick response to clients when called to clean their
offices and homes.