Is a yet-to-be-launched dry-clean shops in Abu Dhabi- Al Reem Island
Our approach to Fresh House's was focused on honesty, quality, and customer service in an area in Al Reem island has no such facilities so far
5. 01- Executive summery
The Fresh House
Is a yet-to-be-launched dry-clean shops in Abu Dhabi- Al Reem Island
Our approach to Fresh House's was focused on honesty, quality, and customer service in an area in Al
Reem island has no such facilities so far
Our first shop location in Al Reem island will cover the location of the gate towers mall, near the sun , sky
towers , will serve 3050 flats In the gate towers , 550 Sky & Sun towers
Our goal to expand and cover the whole Al Reem Island in the coming three years from the time of
establishing the first shop in 2014, by adding shop2 & 3 plus drop and pickup desks POS
Due to the first establishment and the number of population living already there, we are expecting from
the first year to cover the capital investment money and we run 20% of growth , the second and third
year.
Meaning that the RIO of the investment will be 100% from the first entail year
A Calming spirit
design, combining simple geometric forms with a clean, sharp, Apart from our premium dry-
cleaning services, Fresh House will also provide exclusive, quality gifts items such as scented soaps to the
guests.
As unique approach to a unique area in Abu Dhabi
6. 02- The business
2-1- The mission statement
We will be the highest end laundry service in Al Reem Island Abu Dhabi , Our vision is the unique
service that we will provide, the products that we will use and the quality that will give to build
trust among the customers.
We will be involved with the society activities and share our knowledge in using eco friendly materia
l and products while doing our essential needs in safe and free hazard manner
7. 2-2 The company
Our company will be starting with one shop in Al Reem Island, big enough to operate a laundry business
and cover the main services that the residents really needs.
The company will be in form of LLC (limited liability company form) in the future when we will expand to
have main office and it will be between the investors up to
four people’s financial investors and operational investors.
Company it’s owned by all of them through a legal contract signed and approved under the UAE law
The business income 75% for the financial investors & 25% for operator investors after cutting the
expenses on monthly bases
The local sponsor and financial - investors they will be the silent partners only .
The first year to be run the as solo company to reduce the expenses and the paper work ..ect
8. 2-3 Main Activities, Location & Facilities
The shop 90 sqm will be located in the gate towers buildings or in the marina square area -
Abu Dhabi Al -Reem island
The gate towers will hold 3050 flats
Marina square will had 5000 flats
sun tower will hold 1050 flats
Total population of Al Reem Island is 200000 to 250000 persons .developing and growing .
Al Reem Island one is the fastest growing area
our shop will cover one of the essential service need that the resident and company are required which i
s laundering .
our activities will include
1-washing cloths 2-drying cloths 3-ironing cloths
4 -dry cleaning cloths 5-cleaning leather material such as bags, shoes, hats, belts
our service will have normal operation hours and 1 hour laundry service too
big activities like curtains , carpets, blankets will be with sub contractors doing the job for us in the first s
tage .
will do pickup and drop up service .
will use bio eco detergent products
scent on cloths will be fresh cotton
10. 2.4 Unique Features
Being the first laundry shop open in Gate /sun/ sky towers and Mangrove buildings areas
will give us the advantage to capture most of the new residents to be our clienteles in very
short period of time
clean /fresh/ soft- trust-
and customer care with sustainability ,its our aim of success and unique selling points USP
our key elements is providing the cleanest cloths covered by fresh scent and soft touch to our guest
the fresh scent and softness of cloths every time guest pick up it will be second to non in this business ( m
ost of laundry shops lose this touch after few months from opening to generate more profits ) we attend t
o keep it as signature approach to our services
our customers care service will be the biggest impact of this business
( listen and understand customers needs and concerns about their cloths ,will build something more than
just laundry service ).
membership cards with discount offer is good start to impact the guests with surprises
bags and gimmicks stuff as gifts to our customers end of each month will create loyalty customers to our
business
deliver what we promise on time and in the right way our main key element.
11. 2.5 Key Management and Staffing Strategy
The shop will operate as the following
Co founder and GM 1( handling day to day operation-
customer service / looking over all of the operation / opening and closing dealing with customer and bui
ld relationship with them- putting the marketing & promotion plan on place follow through &
monitor the business cash flow and employees performance day to day operation
Laundry supervisor 1 in charge of the process of cleaning / washing / pressing of all items with assistance
of 5 staff he
will insure the standard of cleaning applying , the performance of the staff are met and productivities on
place
Guest relation and customers service 1 a good looking female will be in charge to deal with clienteles
answering the phone and welcoming the customers , handling the cloths and make sure the count of ite
ms are correct before the customer leave the shop. she will be the contact person when customer comin
g to collect his items or to send the driver to drop finished cloths to customer house
12. • four Laundry team members they will assist the laundry supervisor pressing person, marker / checker
person , dry cleaner person, attendant
to do the job on daily bases to make sure that no pending jobs will be for the next day
•Driver 1 will assist in pick up, deliver and dropping the cloths from and to the shop
•accounting person part time on monthly bases
•will do the monthly closing /opening of all bills, the balance sheet statement and profit and lose sheet , b
reak even ..ect
•engineering part time contracted
for any assistance need to the equipments and machines requirements .
•driver
•recruiting will be basically from Philippine except the customer service and driver
•customer service female ( Arabic / east Europe )
•driver from Nepal / Indian / Philippine
2.5 Key Management and Staffing Strategy
13. 2.7 Business Relationships
will be mainly with products suppliers companies
shops around us
buildings operators managements
staff and employees in the shops to advertise our place to their clienteles
14. 2.6 Advisers
PRO to handle the government related issue till opening
contactors to build and decorate the shop
company equipments suppliers
lawyer for the legal papers and contracts
banker to advise of opening shop account and staff salary transfers
accounting to follow through the opening expenses etc
15. 2.8 Past & Present Performance
N/A
3.0 Products & Services
3.1Description
Laundry shop
cleaning / drying / folding service for all type of cloths and fabrics
using bio eco products
scent fragrance all the time
handling the difficult stains such blood, rust, inks, heavy dirt .
cleaning leather materials bags , belts, shoes, hats
doing 1 hour service cleaning
hand wash option for delicate cloths like silk available
money return grantee of result not satisfying policy .
deliver and picking up cloths from and to the shop where ever the guests in Al Reem Island
23. 3.2 Opportunities/Future Developments
Al Reem Island the 150,000 200,000 population has a lot of potential business .
expand to each area after the first year is our priority to gain bigger share market
putting selling points in each mall will increase our control of the market in the Island
point of sale in sun towers
point of sale in marina square area
point of sale in each groups of residents buildings
This strategy
will make us hold the business Laundry of Al Reem island from now till 7 years in future
24. 3.4 Threats
Delay of opening
competitor investment and size of shops
well established names of competitors to inter the market before we open well reduce our
chance to speed up building our clientele loyalty
prices of well established competitor might be very low to take the share market for them
35. 5.2Customer Profile
our TARGET clienteles is
age of 30 to 60 years old
average salary from 15000 up to 50000
living in the island , buying from Galleria mall
spending money on Waitrose shopping market
The are eating outside in coffee shops restaurants and having ability to spend on our services
36. 5.3 Strategy
our service is essential to everyone no matter the age , gender, nationality ,specially working familie
s , singles , family with children
our service serve all because its the essential in the modern life style .
will focus on the residents people who are livings around us
will TARGET basically the business people and singles their works take most of their time and give th
em pickup and delivery service in perfect manner , frame of time and reasonable price
no one will be disappointed that the laundry didn't finish on the day stated or the hour been mentio
ned, this our key element to gain our guests.
will attract them with our price against our quality service
with our delivery on time
with the grantee money return policy if they are not satisfied
with the scent we ad d to their cloths
with our customer service
with our modern unique approach to this business starting from sending sms as awareness that the
cloths ready to pick up
to membership monthly ,yearly and never end up of sharing our income with society to help in hum
an causes as we part of this community
37. 5.4 Key factors influencing market
our share of market is so huge if we look at it in today business
3050 flats in gate towers
550 flats in sun towers
5000 flats in marina square
plus the coming towers around the gate , more than 2000 flats too
our clients after studying the market we found out the average person drop 20 to 25 pcs of clothes per
month in laundry no matter what the circumstances is .
our clients are ready to spend 200 to 250 dhs laundry on monthly bases
they use laundry on weekly bases 4 to 8 times a month in average
they tend to change their shirt every day and suit every 3 days, they have spare to cover all the week
38. 5.0 Marketing
5.1The Market
looking to high end residents people living in Al Reem islands
singles
families
companies workers
offices people working in Al Reem Island
39. 5.5Pricing Policy
Our price will start stable and in line with market prices .
it will match the market prices
of Abu Dhabi and similar to the high end laundries around the island or in Abu Dhabi City
40. 5.6 Competition
some competitors works
Bianco dry clean
Mr clean
Black and white
41. 5.7 Advertising & Promotion
our strategic plan it's to brand the place and have our name known in the island rapidly .
creating website to the place
face book page ,twitter, Instagram
sms campaign of our special offers ( discount, raffle draw, prizes)
flyers at the buildings and information desk of the malls
sponsoring some events related to clothing's and fashion shows in malls
putting our self in yellow pages
email blast campaign to create fast awareness to all the residents in the Island
using publicity method magazine well read it such as Abu Dhabi week
uniform of the staff with the logo of the shop
Gift bags with the logo
covers with the logo
using stickers on the van
membership cards monthly , yearly with discount offers
42. 5.8 Sell & Distribution
our service selling will aim on product by piece finishing
each item has different price depend on the work , size , market prices comparison
our service selling will be coming from the sum total of items .we attend to collect from the customers
we well sell our services based on trust, speed, time frame that we committed our self with, quality of fini
shing the service.
the product that we use to do the service starting from the customers service to the delivery of products
44. 6.0 Industry Analysis
6.1Overview
laundry services is growing sector over UAE, the nature of the life style and the demand of this kind of
service , make the market still open to hold more shops and companies . the new residents area such
Al Reem Island , Al Raha beach Area, Al reef area, , the new Cities such Mohamed bin Zayd city and Kh
alifa Cities , plus the growing in population of Abu Dhabi will never end up or limited this sector of serv
ice the competition start to become more challenging due to the investment that already done by ma
ny companies , the Machines that brought up to be more faster , more economics and power saver wit
h more options and better solutions
45. 6.2 Industry Characteristics
Abu Dhabi Holds
50 laundries
arranged by locations and area
Al Reem island non till now
46. 6.3 Trends
the trend that most big laundry shops seems to have one main shop covering all the business and so
me sub point of sale to expand
also the trend show that most shops are limited with employees, like to work
as self operators without advertisement because they
covering a residents area and they know no chance to
a competitor to come and open the same in the same place .
most of customers like to
use laundry to save time and effort of washing and pressing ...etc specially if the laundry good in clea
ning , pressing ,cheap .
47. 6.4 Price Sensitivity
The prices of products might be changeable due to market prices , it might be increased 5
to 10% from year to year, and that can effect the profit as well .
the prices and the cost of utilities will be determine by the equipments that will purchase ,
eco friendly , power saver is our solution to have better profit on the long run .
48. 7.0 Financial Information
7.1Current Position
7.2Income & Expenditure Projection
7.3Profit & Loss
7.4Balance Sheet
7.5Cash flow Forecast
7.6Breakeven Analysis