; Laundromat Marketing Plan Marketing
Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out
Your Federal Quarterly Tax Payments are due April 15th Get Help Now >>

Laundromat Marketing Plan Marketing

VIEWS: 667 PAGES: 17

A Marketing Plan helps guide businesses in making efficient decisions based on relevant statistics, which allows for the Marketing budget to be better spent on effective campaigns and strategies.

More Info
  • pg 1
									This document provides an outline that can serve as a marking plan for any business
product or service. It provides a sample marketing plan for a hypothetical company
called Suds & Duds Laundromat. The marketing plan provides a complete layout for
environment and internal analysis, a SWOT analysis, marketing strategy, financial
projections, and implementation controls. A product manager should use this form to
properly analyze the current market need for the product or service before launch. This
form can be modified to include additional information to best fit the needs of company
seeking to develop a marketing plan for a new product or service.
                                Marketing Plan
                                [Suds & Duds Laundromat]




                                    Fiscal Year [20XX]
                                Prepared by [Your Name]




© Copyright 2013 Docstoc Inc.                              2
                                        Confidentiality
The reader acknowledges by examining or possessing this packet that the information within this
marketing plan is confidential. The reader agrees not to disclose any of this information, without
the express written permission of [Suds & Duds Laundromat]. The reader acknowledges that any
information in this marketing plan is confidential in nature, unless otherwise in the public
domain, and that to disclose any of the information within may cause serious harm or damage to
[Suds & Duds Laundromat], and may result in legal action being taken.


Upon request, please return this document IMMEDIATELY to:


___________________________________________________




© Copyright 2013 Docstoc Inc.                                                           3
Table of Contents
I. Executive Summary……………………………………………………………………5
       Introduction……………………………………………………………………... 5
       Purpose & Objectives…………………………………………………………… 5
       Marketing Opportunities………………………………………………………… 5

II. Environment Analysis………………………………………………………………...6
Customer Analysis……………………………………………………………………….. 6
Ideal Customer…………………………………………………………………………… 6
Needs…………………………………………………………………………………….. 6
Trends……………………………………………………………………………………. 6
Growth…………………………………………………………………………………… 7
Competition Analysis……………………………………………………………………. 7

III. Internal Analysis……………………………………………………………………..8
Performance……………………………………………………………………………… 8
People…………………………………………………………………………………….. 8
Infrastructure & Delivery………………………………………………………………… 8
Competitive Edge…………………………………………………………………………8
Product…………………………………………………………………………………… 9
Price Rationale…………………………………………………………………………… 9

IV. SWOT…………………………………………………………………………………10

V. Fundamental Marketing Strategies………………………………………………….12
Mission…………………………………………………………………………………… 12
Marketing Objectives…………………………………………………………………….. 12
Supply……………………………………………………………………………………. 12
Demand…………………………………………………………………………………... 12
Competition……………………………………………………………………………… 12
Position…………………………………………………………………………………... 13
USP & Key Differentiators………………………………………………………………. 13

VI. Implementation & Control…………………………………………………………..14
Implementation…………………………………………………………………………... 14
Control…………………………………………………………………………………… 15

VII. Financial Forecast…………………………………………………………………..16
Break-even Analysis……………………………………………………………………... 16
Sales Forecast……………………………………………………………………………..16
Cost of Marketing………………………………………………………………………... 16

VIII. Conclusion…………………………………………………………………………..17



© Copyright 2013 Docstoc Inc.                        4
(This template features instructions for each section (in italics); as well as, sample text for some
sections. Any instructions, example text, or charts are meant to guide you and should be removed
or changed before presenting your plan.)


Executive Summary

(In this section, briefly describe the company, where it stands in the market, and what
opportunities are available. Although this appears first in the document, you may wish to wait
until later to write the Executive Summary, as it is intended to summarize the main points of your
plan. If you have a business plan, you can use parts of your Executive Summary from that
document to fill this out.)

Example: Suds & Duds Laundromat is a family business operated by two generations of the
Miller family, and our doors have been open for 19 years. We have recently added a customer
lounge area, featuring coffee and snacks, comfortable chairs, and two televisions. Our
Laundromat is a block away from a university and is one of four in a two-mile radius, not
counting onsite facilities in some of the dorms. As we enter our twentieth year in operation, we
have significant opportunities to grow our share of the market by focusing on what drives our
key demographics.

Purpose & Objectives

(In this section, briefly outline the purpose of the Marketing Plan, including company objectives
and strategies that are being suggested based upon the research you have conducted to create
this plan.)

Example: This Marketing Plan for fiscal year 2012 outlines our goals for growing our customer
base and increasing revenue, and it details the approach we plan to take in order to achieve these
goals.

Marketing Opportunities

(In this section, go into more detail about current market conditions. Explain to the reader what
opportunities arise out of these conditions, and describe how your company can take advantage
of them.)

Example: As people’s lives get busier, they need to be able to combine tasks. Thus, they are
attracted to opportunities to do so and to businesses that help them accomplish this. Since we are
located close to a university, we have kept this in mind when designing our customer lounge.
Every year, the university increases its enrollment by three to four thousand students, and many
of them live on campus or in apartments that satellite out from the university. We offer them the
chance to do their laundry while socializing with each other or studying for their classes, which
are the two things that students have indicated are the most important to them in several recently
published studies.
© Copyright 2013 Docstoc Inc.                                                            5
Environment Analysis
Customer Analysis

Ideal Customer

(In this section, describe your ideal customer. Discuss their income, age group, spending habits,
lifestyle, geographic location, frequency of purchase of your product/service, what percentage of
their income goes towards your product/service, media and social networking habits, brand
loyalty, and other traits that affect how they perceive and purchase your product/service. You
may find that you have several kinds of ideal customers. Separate them and discuss them
individually, since their differences may affect how you approach marketing to them.)

Example:

Students – Men and Women age 18 - 25

This category is mostly unmarried and living in dorms or in apartments with roommates. Many
are living alone for the first time and are suddenly required to do their own laundry. They want
an environment that is comfortable and familiar, and they will often do laundry with a friend or
significant other. They tend to have at least some amount of disposable income and will pay
more for laundry services if it means having somewhere to sit comfortably and socialize or
study.

Bachelors – Unmarried Men age 26-45

Women – age 26-65

Needs

(In this section, discuss the needs of your ideal customer that are not currently being met by the
market, with an eye toward taking advantage of these needs.)

Trends

(In this section, discuss any trends in the market, like changes in household incomes, new
technologies, world events and shifting cultures that affect the way you do business or currently
reach your customer.)

Example: With the recession and the mortgage crisis, more and more families are moving into
apartments, many of which do not have onsite facilities or in-unit washer/dryer hookups. Many
more people are finding that they cannot, for the moment at least, afford to fix or replace broken

© Copyright 2013 Docstoc Inc.                                                           6
laundry machines. In addition, the local university is growing their enrollment by several
thousand per year, and as other young people graduate from high school and move out of their
parents’ homes, they will need somewhere convenient to wash their laundry.
Growth
(In this section, discuss projected growth in the market and important variables that adversely or
favorably affect it.)

Competitor Analysis

(In this section, discuss your competition. Separate each into their own paragraph or set of
paragraphs, and outline their market share as well as a brief overview of their company history,
the products/services they offer, and their target market.)

Example: Pretty much any Laundromat in town could be considered competition, but we are
focusing on the three that are within a two-mile radius of the university, since the majority of our
business comes from students.

Larry’s Laundry – Located on the corner of Walnut Street and Vine Avenue. They have about
the same square footage, but with ten more washers and five more dryers than we have. Most of
their machines are much older and thus harder on clothes. While it is difficult to accurately
determine their exact market share, from observation, it seems they do about half the business we
do. They charge $0.50 less for their single-load washer and charge the same price as we do for
their front-loading washers and dryers. They do not offer drop-off/pick-up service. Their
customer base appears to be mostly lower-income families living in the neighborhood.

Chin’s Coin Laundry

Baker Street Laundromat




© Copyright 2013 Docstoc Inc.                                                           7
Internal Analysis

Performance

(In this section, give a brief overview of your company’s performance with a general (and
concise) look over the life of the company and a more critical focus on the past one to two years.
Detail the market share that the company currently holds.)

Example: Suds & Duds Laundromat is a family business and has been open for 19 years. In the
past two years, we have upgraded half of our dryers to nearly new models we purchased from a
closing Laundromat in Bakersville, and we added five new front-loading washing machines in a
part of the building that was recently renovated to economically use our space. Six months ago,
we added a customer lounge area in a part of the building that had been previously used for
storage. The lounge features coffee and snacks for sale from 9am to 10pm, numerous
comfortable chairs, and two wall-mounted televisions.

Since adding the lounge, we have seen a growth in revenue of 2.75% up from last year, which is
surprising considering the economy, and we believe that with more aggressive marketing,
especially on-campus and in the surrounding neighborhood, we will be able to grow that number
significantly.

People

(In this section, discuss the staff and leadership in your company. Depending on the marketing
strategies included in this plan, you may want to discuss how easily staff can be trained, how
connected staff is to the local community, etc.)

Example: The owner and his son are the only full-time employees, and they both perform
maintenance on the machines. We have two part-time employees over the weekend to run the
coffee/snack bar. Right now, revenues do not justify hiring another employee to run the
coffee/snack bar for weekday hours.

Infrastructure & Delivery

(In this section, discuss the infrastructure of your business, including physical locations and your
online presence. Discuss how you deliver your product/service to your customers. If you sell
through a third-party (retail store, Amazon.com, etc.) list them here.)

Competitive Edge

(In this section, discuss your competitive edge. What it is that you offer to your clients that your
competition does not or cannot? Discuss strategies designed to respond to and outrun your
competition in the future.)



© Copyright 2013 Docstoc Inc.                                                             8
Example: Our machines are a lot newer than most of the other Laundromats in town, and we
perform regular preventative maintenance to keep the machines in great shape. We regularly
clean our Laundromat, and we check at least once per hour to ensure that no one has left a mess
for other customers. With the addition of our lounge, we have increased the comfort and
attractiveness of our Laundromat for people who are looking to multi-task. Our prices are
competitive, usually no more than $0.50 more per load. We are situated directly behind several
apartment complexes that are geared toward students, and we place flyers in their lobbies on a
regular basis. As we believe our facilities are some of the nicest in town, we will focus on
continuing to monitor our competition’s prices as a means of staying on top.

Product

(In this section, outline your products/services with descriptions and alignment to your ideal
customer(s).)

Pricing Rationale

(In this section, explain your pricing rationale and why it is an appropriate strategy for the
market. Also discuss how you will continue to monitor this strategy for effectiveness. Are you
working with a low-cost/high-volume system, a high-cost/low-volume system, or an alternative
system?)




© Copyright 2013 Docstoc Inc.                                                          9
SWOT
(In this section, lay out your strengths, weaknesses, opportunities, and threats as a business.
Writing about these will help you to understand the factors that affect your business from within
and without.)Example:

               Strengths                      Weaknesses
                   Location                     Fewer machines
                   Clean Facilities             Debt on machines
                   New machines                 Debt on customer lounge
                   Well-maintained
                      machines
                   Competitive prices
                   Comfortable
                      environment




               Opportunities                  Threats
                  Growing enrollment             Onsite laundry facilities in
                    at local University             student housing
                  New student housing            Rising cost of utilities
                  Green Technologies             More students and young
                                                    adults living at home




(Give detail here for each bullet in the SWOT diagram, and take this opportunity to explain how
your business will utilize its strengths and opportunities to eliminate weaknesses and threats.)




© Copyright 2013 Docstoc Inc.                                                          10
Strengths
       Example: Location: We can attract students who do not have a washer/dryer in their
        dorm/apartment and can attract students who want to do laundry with friends who live
        outside of their building.

Weaknesses
       Example: Debt on new machines: To combat the expense, we raised our prices by 25
        cents per machine when we purchased additional appliances during renovations six
        months ago. This increase will cover the expense in one year.

Opportunities
       Example: Growing enrollment at university: A larger student body means that more
        students are living in on-campus apartments, many of which do not have on-site laundry
        facilities.

Threats
       Example: Onsite laundry facilities in student housing: While most on-campus dormitories
        provide washers and dryers, there are only four to six sets per building. With an average
        of 200 students per building, a majority of dorm residents will still prefer the convenience
        of our Laundromat.




© Copyright 2013 Docstoc Inc.                                                           11
Fundamental Marketing Strategies
(This is the most important part of your Marketing Plan, and you will need to spend some time
with it to make sure that your plan is grounded and viable.)

Mission

(In this section, state your mission with regards to the outcome of this marketing plan.)

Example: Suds & Duds’ mission with this marketing plan is to increase awareness of our
customer lounge, the cleanliness of our facilities, and the fact that our machines are in good
working order so that we can increase our customer base and generate a reasonable ROI.

Marketing Objectives

Supply

(List your marketing objectives that will involve increasing (in actuality or in customer
perception) products or services.)

Example: Our customer lounge will offer coffee and snacks for sale, and it is intended to
enhance the experience of doing laundry, driving more customers to use our facilities.

Demand

(List your marketing objectives that will involve increasing demand for your product/service,
either by identifying a problem that your product/service solves or by reaching out to new
customers.)

Example: We will advertise our Laundromat as a place where students can multi-task by doing
laundry and studying at the same time. We will also advertise it to young families and mothers of
any age as a place where children can comfortably wait for laundry to be finished. These ideas
will be conveyed through a flyer campaign on campus and in apartment complex lounges, as
well as large banners hanging in the windows of our Laundromat, visible to the road.

Competition

(List your marketing objectives that will serve to mitigate certain advantages that your
competitors currently have. Don’t forget to include how you will let your customers know that
you have done this.)

Example: For the time being, the only real advantage our competition appears to have is price.
As we have chosen to give the customer more for their money, rather than slacking on the quality
of our Laundromat in order to drop our prices, we will communicate and demonstrate to people


© Copyright 2013 Docstoc Inc.                                                           12
that our facilities are clean and up-to-date, focusing on how this protects their clothes, which are
a significant investment, from unnecessary damage.

Position

(List your business’ current position in the market in relation to your competition, and describe
the position you want the business to hold. Then, detail how your marketing objectives will either
allow you to hold that position (if at the top) or reach the desired position.)

USP & Key Differentiators

(USP is your business’ Unique Selling Proposition. This is what your business does for the
customer that gives you an edge over the competition. Refer back to this when developing the
message you want this marketing strategy to convey to your customers.)

Our USP: Example: We offer a comfortable, tidy environment to our customers where they can
socialize, study, or relax while their clothes get clean.

Key Differentiators are specific things that your product/service does to back up the USP.

Our Key Differentiators:

            New and nearly-new machines that are routinely serviced
            Customer lounge and coffee/snack bar
       Tidy and spotless environment




© Copyright 2013 Docstoc Inc.                                                            13
Implementation and Control

Implementation

(Use this table to outline the specific actions (include dates and the roles and responsibilities of
key players) that will be used to implement your marketing strategy.)Example:

Role - Responsibilities         Owner              Oversight       Deadline/Frequency

Flyers – details about          J. Miller                          March 01, 2012
updated facilities
     - Design                   Graphic            J. Miller       February 15, 2012
                                Designer

     - Print                    J. Miller                          February 20, 2012


    -   Distribute              J. Miller, S.                      March 01, 2012
                                Miller

Window Banners –                J. Miller                          March 01, 2012
Announcing updated
facilities

    -   Design                  Graphic            J. Miller       February 15, 2012
                                Designer

     - Print                    J. Miller                          February 20, 2012

    -   Hang                    S. Miller                          March 01, 2012

Customer Satisfaction           S. Miller                          February 01, 2012
Cards




© Copyright 2013 Docstoc Inc.                                                             14
Control

(Use this table to outline how your company will evaluate the effects and effectiveness of your
plan.)Example:


     Activity                   Performed by                Frequency

     Evaluate Customer          J. Miller                   Weekly
     Satisfaction Cards

     Compare Revenues           S. Miller                   Monthly
     to Last Year

     Employee                   J. Miller                   Annually
     Performance Review




© Copyright 2013 Docstoc Inc.                                                          15
Financial Forecast

Break-even Analysis
(Use a table, graph or chart that can accurately capture your business’ break-even analysis.)
Example:

Operating Expenses

Fixed Costs                                                1,000,000
Variable Costs                                                    40%

Break-even Revenue – rounded                               1,670,000

Required Total Revenue                                     1,670,000
Assumed Product Revenue                                         75%
Required Product Revenue                                   1,272,500



Sales Forecast

                 Dec              Jan          Feb           Mar            Apr
SALES

Detergent        $8,000           $10,000      $12,000       $12,500        $12,500

Dryer Sheets $2,000               $2,500       $3,000        $3,500         $4,000

Soap             $650             $700         $750          $800           $850
Total Sales      $10,650          $13,200      $15,750       $16,800        $17,350



Cost of Marketing

       Year                2010             2011            2012              2013
Spending                   $313             $487            $722              $981
Growth                                      55.6%          48.3%              35.9%




© Copyright 2013 Docstoc Inc.                                                         16
Conclusion
(Add two or three sentences to wrap up all the information and bring this plan to a close.)

Example: We have considered our situation as a business, and we have identified the revenue we
reasonably believe to be attainable. By examining our position in the market, by identifying our
customer base and viable ways to reach them, and by creating a plan to notify them of the
changes we have made, we have identified a successful way forward.




© Copyright 2013 Docstoc Inc.                                                          17

								
To top