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“People are creatures of habit. People want to work with people.”

Tom Slone, CEO of Touchstone

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Able Building Maintenance

Service at Work

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Presentation Overview

• Internal Situation Analysis• Customer Expectations

Overview• Strategy Formulation• Tactics• Financial Analysis• Implementation Controls

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Strengths and Weaknesses

Current Strengths Current Weaknesses

•Relationships•Service offerings•Quality of service•Technology

•Business development•CRM•Branding•Cost of Sales•Management planning•Legal expenditure•Financial system

Post Strengths Post Weaknesses

•Relationships•Service offerings•Quality of service•Technology•Branding•Cost of Sales•Business development•CRM

•Additional Costs•Management planning•Legal expenditure•Financial system

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Customer Insights Primary Research

0%

10%

20%

30%

40%

42%

14%8% 0% 3% 8%

22%3%

Information Source

72%

28%

Quarterly Promotions

Yes No

40 responses from targeted executives

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Marketing Strategy

Our strategy is to achieve sustainable growth by enhancing and re-positioning

Able Building Maintenance’s brand as a top quality, people-driven, outstanding

customer satisfaction janitorial service company.

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Strategy Timeline

2014 –

Phase 1

•Brand enhancement

•Restructure internally

•Capitalize in Primary Market

2015 –

Phase 2

•Nurture brand equity

•Increase client relations

•Expand into Growth Market

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Market Expansion (Phase 1)

North Texas(DFW)

South Texas(Austin/Houston/SA)

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Market Expansion ( Phase 2)

Seattle/ Portland

Phoenix Charlotte/Raleigh

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Marketing Deployment Timeline

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Brand Enhancement

Digital Marketing

Trade Advertising

Public Relations

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Website Redesign

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Marketing Collaterals

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Marketing Department

• Senior Marketing

Executive

• Market Level:

Marketing Director

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Senior Marketing Executive

Senior Marketing Executive

• Lead national and market level

programs

• Design and implement strategic

marketing plan

• Develop budget for campaign planning

• Strategic management skills with long-

term vision

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Market Level: Marketing Director

Marketing Director

• Minimum 5 years B2B marketing

experience

• Ability to manage several projects and

budgets simultaneously

• Take charge of client relationship

management

• Creative & analytical thinking

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Growth StrategyAcquisition

Vertical Growth• Medical service is growing• License & knowledge transfer

Horizontal Growth• New market barrier removal• Local knowledge advantage

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Growth StrategyUpsell Program

Rewards• Cash Incentive • Sales Champion Retreat• RecognitionMeasurement• Revenue Growth• Customer Satisfaction

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Growth StrategyPromotions

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Incentive Program Financing

• Incentive: 3-6% annual

compensation

• Expected unit growth:

15%

• Incremental revenue:

$20M

• Program budget:

$430,000

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Able Conference Weekend

Esperanza Resort, Cabo, Mexico

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Trade Advertising

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CRM

Enhance Salesforce to CRM model

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Public Relations

• Market Expansion

• Major Contracts

• Employee

Development

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Financial Projection

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Financial Projection

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Financial Projection

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Financial Projection

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“Even if your brand is the industry leader today, the moment you stop reinventing yourself, you already sealed your fate for tomorrow.”

Steve Andelman, BIC America