Commercial cleaning and janitorial marketing plan introduction. The initial marketing plan is focused on Medical accounts for a 10 mile radius of our home based business. Medical consists of all doctors, dentists, clinics, service businesses. We provide full service night janitorial, day porter, carpet cleaning, floor waxing, restroom sanitation.

1. Marketing Plan
Summary
Right Step commercial cleaning is a full service janitorial and commercial cleaning business located in
Tampa FL. The initial marketing plan is focused on Medical accounts for a 10 mile radius of our home
based business. Medical consists of all doctors, dentists, clinics, service businesses.
We provide full service night janitorial, day porter, carpet cleaning, floor waxing, restroom sanitation. The
min service requirement is 3 day week service but primarily 5 day week accounts or more. 1x specialty
services (carpet, floor, tile) will be provided on a case by case basis but the goal is selling packages of
min 2x year service.
Marketing will be a mix of cold calling using phone, email, direct mail and advertising. Starting date of
Sept 1 st 2016 and will run for the next 6 months until March 1 st 2017 when an evaluation will be
completed. The goal is $10,000 in monthly service contracts and $2,000 in misc specialty services at the
end of 6 months.
Budget is $1,500 per month which equals 1:8 return on marketing dollar spent. Monthly service contract
gross profit margins are as follows – Large accounts = 45% gross profit Medium accounts = 50% Small
accounts 60% and specialty cleaning= 70%
Target Market
The goal is 5 day a week accounts, currently are 765 Medical businesses located in 10 mile radius that
have 10,000 sqr ft of office space or more. The theory is at 10k sqr ft or more the business is big enough
to warrant 5 day a week service. Out of 765 businesses 247 businesses have 50k sqr ft or more, this will
be our primary target and 10k to 50k sqr ft businesses will be secondary target.
The average price in our market is $1.20 per sqr ft annually for commercial cleaning. If we can close .5 %
of our target base practically speaking that will be 1 large account (50k sqr x $1.20 = $60k) and 3 small
accounts (10k sqr ft x $1.20 = $12k x 3 accounts = $36k) We can reach our goal of $10k per month in
contract cleaning work.
No local commercial cleaning competitors focus on medical industry exclusively. Currently are 300
competitors mainly mom/pop shops with 3 national franchises and 1 big independent. Medical industry
locally is one of the fastest growing in number of building space according to a recent study by Tampa
Chamber of Commerce, this makes medical a great prospect going forward when you think about an
aging population and growth of medical specialists.

2. **** NOTE this is your personal situation and completely made up
STRENGTHS
Examples:
- Background in sales/ marketing
- Low cost home based
- Technical skills
- Great training skills
- Strong relationships within the industry
WEAKNESSES
Examples:
- Lack of brand name
- Few employees currently
- Little management experience
- Lacking admin skills
OPPORTUNITIES
Examples:
- Growing local economy
- Growing target
- High contractor turnover
- Service in demand regardless of macro
economy
THREATS
Examples:
- New competitors constantly
- High employee turnover
- Market saturation