able services marketing plan

1

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

Tom Slone, CEO of Touchstone

2

Able Building Maintenance

Service at Work

3

Presentation Overview

• Internal Situation Analysis• Customer Expectations

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

4

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

5

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

6

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.

7

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

8

Market Expansion (Phase 1)

North Texas(DFW)

South Texas(Austin/Houston/SA)

9

Market Expansion ( Phase 2)

Seattle/ Portland

Phoenix Charlotte/Raleigh

10

Marketing Deployment Timeline

11

Brand Enhancement

Digital Marketing

Trade Advertising

Public Relations

12

Website Redesign

13

Marketing Collaterals

14

Marketing Department

• Senior Marketing

Executive

• Market Level:

Marketing Director

15

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

16

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

17

Growth StrategyAcquisition

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

Horizontal Growth• New market barrier removal• Local knowledge advantage

18

Growth StrategyUpsell Program

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

19

Growth StrategyPromotions

20

Incentive Program Financing

• Incentive: 3-6% annual

compensation

• Expected unit growth:

15%

• Incremental revenue:

$20M

• Program budget:

$430,000

21

Able Conference Weekend

Esperanza Resort, Cabo, Mexico

22

Trade Advertising

23

CRM

Enhance Salesforce to CRM model

24

Public Relations

• Market Expansion

• Major Contracts

• Employee

Development

25

Financial Projection

26

Financial Projection

27

Financial Projection

28

Financial Projection

29

“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