Chapter 1 Marketing Strategy Assignment

 

For this assignment I used two different services as examples, for I’m still deciding which business to start with.

 

• Landscaping business 

 

Considerations

Product type: Physical/labor

Client type: both B2B and B2C

Price: $30/hr

LTV: $39,000

 

Buyers: homeowners/real estate owners/commercial business owners

 

Buyer persona

Who: Decision maker, User

What: landscaping

When: day time

Where: Residential/commercial land

Why: land needs remodeling and/or maintenance 

Challenges:

• Obstructions
• Aesthetic
• Maintenance

Solutions:

• Blue print
• Labor
• Equipment/tools (lawnmowers, weed eaters, chainsaws, rakes, truck, trailer, etc.)
• Materials (mulch, tarp, woodchips, etc.)
• Decorations (rocks, cement blocks, plants, etc.)

Objections:

• Not worth the price
• Looks don't matter
• Not enough land to need service
• Low experience

 

Primary conversion goal

Purchase/sale:

Starting cost - truck down payment ($2000), trailer ($300), zero turn mower ($500), push mower ($300), weed eater ($60), chainsaw ($300), rake ($20), shovel ($20), total ($3,500)

Monthly cost - Truck monthly payment, mulch, tarp, wood chips, decorations, labor, mower blades, saw blades, trimmer line, gas, labor, total ($5000)

Month 1 goal - Break even ($3000)

Eventual monthly goal - $5000 profit

Leads:

Month 1 goal - 60 residential

Eventual monthly goal - 1 commercial, 10 residential

Non Monetary actions

Monthly website visits - 100

Monthly app downloads - 30

• Car detailing business

 

Considerations

Product type: physical service

Client type: B2C

Price: $80 per job

LTV: $125,000

 

Buyers: car owners

 

Buyer persona

Who: user

What: car cleaning/detailing

When: day time

Where: Residence

Why: Messy car/keep new look

Challenges:

• Time consuming
• Tedious
• Expensive car (careful)

Solutions:

• Specialized equipment
• On the go services
• Spot free water/chemicals

Objections:

• I can clean my own car
• You won't steal my car?
• Timmy will do it for $10

 

Primary conversion goal

Purchase/sale:

Starting cost - $1500

Monthly cost - $500

Monthly goal - $5500 ($5000 profit)

Leads:

Monthly goal: 15

Non Monetary action:

Download the app - 30

Visit the website - 60