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EntreprenuershipCareFare Express
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Introduction
Our Companys name is CareFare Express. Wespecialized in home cleaning services that cater toeverybody, especially the young couples and elderly.
Our Motto: To provide a clean and comfortable livingenvironment for our valued customers.
Our Slogan: We Live To Clean!
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Market Research
Market Description
Total population in Singapore is 4,608,167.
employed residents aged15 to 54 seniors aged 55 and above with spending power
People aged 15 to 54 represent 76.5% of the totalpopulation in Singapore (76.5% refers to 3,526,819).
People aged 55 and above represent 8.7% of the totalpopulation in Singapore (8.7% refers to 399,010).
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Survey Results
Location ofmarket
Demographics
EmployedLevel
Age Income Level Education Level Home Ownership Work-WeekPatterns
Sengkang Dual income
earners31-40 years
$1500-$3000 >upper secondary
education
5 room flats 4-5 day week
Punggol Dual incomeearners
31-40 years
$3000-$5000 > upper secondaryeducation
4 room flats toexecutive flats
5 day week
Jurong Dual IncomeEarners 31-40 years $3000-$5000 > upper secondaryeducation 4 room flats 5 day week
Bedok North Dual incomeearners
31-45 years $3000-$5000
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Employed ResidentsAged 15 years and over
by age and sexAge ( In Years ) In Thousands
2006 2007
Total 1,796.7 1842.1
15 - 19 28.8 33.720 - 24 139.6 129.925 - 29 201.9 204.630 - 34 237.7 246.1
35 - 39 241.4 249.540 - 44 256.1 255.345 - 49 253.0 253.550 - 54 203.2 212.655 - 59 135.8 145.460 - 64 54.8 64.7
65 & Over 44.4 46.6
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Employed andUnemployed Status of
Senior CitizensEmployment Status Total %55 to 64years
65 to 74years
75 &above
Total 100.0 100.0 100.0 100.0
Employed 28.2 43.8 14.6 4.2Unemployed 5.8 7.5 5.3 1.5EconomicallyInactive
65.9 48.7 80.1 94.3
Male 100.0 100.0 100.0 100.0Employed 40.9 60.2 22.2 8.0
Unemployed 7.9 10.1 6.8 2.4EconomicallyInactive
50.8 29.4 71.0 89.6
Female 100.0 100.0 100.0 100.0Employed 16.7 27.7 7.8 1.5Unemployed 3.8 4.9 4.0 0.9Economically
Inactive
79.5 67.4 88.2 97.6
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Employment Level
Thus,
Market contains the majority of employed residents,
Who are the sustenance to Singapores economy. Potential demand for goods and services specially
catered to seniors
An important market to tap on for economic prosperity.
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Average Monthly NominalEarnings Per employee by
industryIndustry 2005 2006 2007Singapore Dollars($)SSIC 2005 TOTAL 3 444 3 554 3 773
C15-36 MANUFACTURING 3 495 3 618 3 764
F45 CONSTRUCTION 2 513 2 517 2 646G-V SERVICES 3 498 3 615 3 862
G50-51 Wholesale & Retail Trade 3 017 3 101 3 262
H52-56 Transport & Storage 3 507 3 525 3 797
J58 Hotels & Restaurants 1 360 1 381 1 442
K60-63 Information & Communications 4 553 4 745 5 018
L65-66 Financial Services 5 949 6 291 6 768
M-O Business Services 3 207 3 314 3 518
M70-71 Real Estate & Leasing Services 2 732 3 053 3 355
N73-76 Professional Services 4 231 4 383 4 633
O78 Administrative & Support Services 2 196 2 238 2 368
P80-V99 Community, Social & Personal Services 3 704 3 831 4 074
hl l f
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Monthly Income Level ofEmployed/ Unemployed
SeniorsMonthly Income(All Sources)
Total Age Group %
55 to 64years
65 to 74years
75 & above
Total 100.0 100.0 100.0 100.0
None 1.9 0.7 1.2 6.7
Less than $500 36.2 25.3 44.1 55.8
$500-999 32.3 33.1 35.0 24.9
$1,000-1,999 20.6 28.2 14.2 8.7
$2,000 and above 9.0 12.6 5.5 3.9
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Income Level
Employed residents have fairly high disposableincome, thus, higher spending power.
However, employed and unemployed residents have
lower disposable income
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Employed Residents Aged 15 Years anover
By Highest Qualification Attained andSexHighest Qualification Attained / SexIn Thousands
2006 2007
Total 1,796.7 1,842.1
Primary & Below 281.8 276.8
Lower Secondary 223.0 230.9
Secondary 433.4 438.4
Upper Secondary 226.3 234.7
Polytechnic Diploma 207.7 223.4
Degree 424.4 438.0
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Education Level
Market consists of employed residents who are well-educated and well-informed.
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Population In Singapore
Population in Singapore and in HDB Flats
0
1000
2000
3000
4000
1960
1970
1980
1990
2000
2007(Ma
r)
Years
Population('000)
Estimated ResidentPopulation in Singapore
Estimated Resident
Population living in HDBFlats
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Work-Week Patterns
According to the Conditions of Employment Survey byMinistry of Manpower,
39.6% of employees work 5 days,
7.2 % work 5-day with regular Saturday off
15.3% work 5day
2.2 % work 6-day with regular Saturday off 16.4 % work 6-day
17.2 % work shift work
2% work other hours
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Market Research
Market Opportunity
Demographic
CareFare Express targets consumers who are employed
adequately educated consumers.
consumers who come from a middle income to high income family.
Our service packages would be much more affordable to dual-
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Market Research
Market Opportunity
Psychographic
v Consumers with/who:
Numerous hobbies and commitments, such as family, work or studycommitments.
Hectic lifestyles
Belong to working class to high class
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Market Research
Market Opportunity
Behavioural
Consumers who desire efficiency and quality cleaning of theirhomes.
Brand loyal, constant and heavy users of a home cleaning andhouse keeping services
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Market Research
Market Opportunity
Establishment of our target market
Concentrated marketing to choose our target market.
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Market Research
Market Opportunity
.Our
TargetMarket
Dual incomeyoung couplesand affluent
employedseniors amongthe employed
residents(aged 15-54)and seniors
(aged 55 andabove).
Well educated andinformed with aminimum of a
secondaryeducation and
Minimumhome
ownership by
the targetmarket isHDB flats and
above.
Work-weekpatterns of
mostly 5 daysand shift work.
Employed withan averageincome of
$3731
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Market Research
Market Opportunity
How is our home cleaning services different from othercompetitors?
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Market Research
Market Opportunity
-Affordable packages -Professional and Friendly domestic workers
-Efficient and well-informed domesticworkers
-Grace-In-Motion Monthly Campaign
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Competitor AnalysisCompetito
rs
Address Product/
Service
Place Price Promotio
n
HouseKeepersManagement
Services
49 JalanPemimpin,
#06-10 APSBuilding,
Singapore577203
HomeCleaning,
OfficeCleaning,
SpringCleaning,
Childcarecentres
Homes,
Offices,
ChildcareCentres
3 hrs once a week,from $218 per 4
sessions3 hrs twice a
week, from $408per 8 sessions3 hrs thrice a
week, from $608per 12 sessions
4 hrs once a week,from $278 per 4
sessions4 hrs twice a
week, from $548per 8 sessions
5 hrs once a week,from $348 per 4
sessions5 hrs twice a
None of that isstated
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Competitor Analysis
Company AddressProduct/Services
Place PricePromotio
n
CareXpress107, JalanHitam Manis,Singapore278512
HomeCleaning,
OfficeCleaning,
Spring
Cleaning, PostRenovationCleaning,
Move In/OutCleaning,
Before/AfterParty Clean
Ups
Homes,
Offices,
Real Estates
Refer to annex
Customized
Cleaning StyleMagazine
(SimplyHer)
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HDB Condo/Private Apartments Landed Houses
3-Room S$300 1-Bed S$300 < 2000 sq ft* S$350
4-Room S$300 2-Bed S$300 2000-3500 sq ft# S$450
5-Room S$300 3-Bed S$300 Chip Bee Landed S$288
Exec Apt* S$350 4-Bed* S$350Chip Bee Landed(ironing)*
S$350
Exec Mas* S$3503/4 Bed (> 1400sq ft*
S$350 Others Quote
HDB Condo/Private Apartments Landed Houses
3-Room S$500 1-Bed S$500 < 2000 sq ft S$520
4-Room S$498 2-Bed S$4982000-3500 sqft#
S$720
5-Room S$520 3-Bed S$520Chip BeeLanded
S$520
Exec Apt S$520 4-Bed S$520Chip BeeLanded(ironing)
S$520
Exec Mas S$5203/4 Bed (> 1400sq ft
S$520 Others Quote
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Competitor AnalysisCompetito
rs
Address Product
/Service
Place Price Promotio
n
A Team Amahs &Cleaners
No specificaddress given EnquiryHotline
North, EastCentral
(+65) 68469245 / 6846
9247 South, West,
Central(+65) 68460428 / 6846
9247
Part-TimeMaid/Housek
eeping
BabysittingHomes only
Weekdays -From $10/hr
Sat/Sun/PH/Weekday nights -
From $12/hr
Weekend
nights - From$15/hr
None that isstated
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Competitor AnalysisCompetito
rs
Address Product/
Service
Place Price Promotio
n
Just Relax HomeAnd Laundry
Services
Main Office-53 Ubi Avenue1 #03-43 Paya
Ubi IndustrialPark Singapore
408934
LaundryOutlet
- Blk 718,Bedok
Reservoir Rd,#01-4590,Singapore470718Tel:
-6448 3638-6256 0171
Home, Office,Showroom
Cleaning andMaintenance,
Laundry and DryCleaning,
Carpet/Upholstery Cleaning
Homes
Offices
Showrooms
For Home,Office,
Showroom
Cleaning andMaintenance
Laundry andDry Cleaning,refer to annex
CarpetShampooing
-$2 per sq ftUpholsteryCleaning
- $35.00 perseaterSteam
Sanitisation
- A $5voucher foruse on ourLaundry or
HomeServices upon
cardapplication.
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Call 6255 4222 for your laundry needs!
Clothings Laundry Dry Clean
Shirt $3.50 $4.50
Blouse $3.50 $4.50
Jacket $5.00 $6.00
Sweater/Cardigan $3.50 $4.50
T-Shirt $3.00 $3.50
Jeans/Trousers/Pants $3.50 $5.00
Skirt $3.00 $4.00
Dress:short/long(min) $5.50/$7.00 $7.00/$9.00
Evening Gown - $16.00-$30.00
Baju Kurung - $12.00
Punjabi suit $10.00 $12.00
Kebaya - $12.00
Saree - $12.00Winter Coat(min) $12.00 $15.00-$18.00
Trench Coat/Overcoat - $12.00
Load Wash(Wash & fold only. No sortingand ironing)
$5.00/KGMinimum $10.00 per load.
Services & PriceList
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Household Items Laundry Dryclean
Comforter/Quilt(S/Q/K) $8.00/$10.00/$12.00 $10.00/$12.00/$14.00
Quilt Cover(S/Q/K) $5.00/$6.00/$7.00 $7.00/$8.00/$9.00
Bedsheet $3.00/$4.00/$5.00 $5.00/$6.00/$7.00
Bedspread/Bed cover $8.00 $10.00
Pillowcase/Bolster case $1.00 $2.00
Towel Blanket $5.00-$7.00 $8.00
Curtain $5.00 per kg $6.00 per kg
Cushion Cover(S/M/L) $3.00/$4.00/$5.00 $4.00/$6.00/$8.00
Sofa Cover(S/M/L) $12.00/$16.00/$20.00 $14.00/$18.00/$22.00
Carpet/Rug $2.00 per sq.ft -
Stuff Toys - $8.00-$50.00
Call 6255 4222 for your laundry needs!
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S/no Packages Available Prices (S$)
1 Mattresses- Single bed + 1 pillow- Double bed + 2 pillows
Sofa (per seater)
Other areas(Minimum charges of $80.00
per trip)
S$ 25.00S$ 35.00
S$ 25.00
Please call for enquiry
Steam cleaning &disinfecting
S/no Packages Available Prices (S$)
1
2
Ad-Hoc Service (For 800sq ft)
Contract cleaning (6 monthcontract)- Once a month- Once every 2 months
Fr S$ 98.00
Fr S$ 528.00 (06 mths)Fr S$ 264.00 (06 mths)
Window cleaning &maintenance
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S/no Packages Available Prices (S$)
1. Contract housekeeping
Live Life Once a week package
No Worries Twice a week package(Based on area no more than 1200 sq ft)
Fr S$ 288.00per month
Fr S$ 498.00per month
S/no Packages Available Prices (S$)
1 Ad-Hoc Service
Take a Breather one timegeneral housekeeping(Based on area not more than1000 sq ft)
Fr S$ 128.00
S/no Packages Available Prices (S$)
1. Spring cleaning / Afterrenovation cleaning / Pre-moving in/out cleaning
(Based on area not more than1200 sq ft)
Fr S$ 288.00
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Competitor AnalysisCompetito
rs
Address Product/
Service
Place Price Promoti
on
HomeWorz- No specific
address given
- Spring cleaning- Post
renovation/move-out or pre move-in
cleaning- single sessionhome cleaning
- constant homecleaning
- shampoo for
carpet, rugs, andmats
-steam cleaning- Anti-dust mite
cleaning- Corporate office
cleaning
Homes andOffices
FreshenCare $250 onwardsfor 1,100 sq ft
InstantCare-$125 onwards for
950 sq ft ExtraCare
-$140 onwards for1000 sq ft
ConstantCare-$300 for 1500 sq
ft CarpetCare
-$1.50 per sq ft UpholsteryCare-Refer to annex
AllergenCareRefer to annex
OfficeCare
- Customerswho book
onlinereceives a
10% discount
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1) Curtain
Small piece - approx sizeof 1.5m x 2m
$15.00
Medium piece - approxsize of 1.8m x 2.5m
$25.00
Large piece - approx sizeof 2m x 3m
$40.00
2) Sofa set
single seater $20.00
double seater $35.00
triple seater $55.00
day bed $45.00
3) Dining Chair per seat $15.00
Steam cleaning can also effectively perform sanitization for toilets and windowpanels
4) Toilet per unit $45.00
5) Window Panel per unit $20.00
UpholsteryCare
1) Mattress
Up to super single sizeand beddings (bolster andpillows)
$20.00
Queen/King size andbeddings (bolster andpillows)
$30.00
2) Sofa set per seater $15.00
AllergenCare
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SWOT Analysis of
CompetitorsCompany Strengths Weaknesses Opportunities Threats
HouseKeepersManagement
Services
Standard cleaningservices
Fairly Cheap RateNo agency fee, cleaning
fee, and contract.Have insurance liabilitiesfor cleaners and homes
Full Cleaning Equipment
Do not offer
cleaning serviceson Sunday
Do not offerpromotions
Established and
well-known brand,can enter a newinternational
market
Competitorswho are using
more
technologicallyadvancedcleaning
equipment
HomeWorz
Quality and efficientcleaning services
Offer customisedcleaning style to home
cleaning services
Insufficientpromotions
Fairly expensiverates
Established andwell-known brand,can enter a new
internationalmarket
Target a newmarket se ment
Competitorshave grown andare established
as well Competitors
constantlydevelop
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SWOT Analysis ofCompetitorsCompan
y
Strengths Weaknesse
s
Opportunitie
s
Threats
Just RelaxHome AndLaundryServices
Versatile as theyoffer cleaning
services for all typesof locations
Do not have aniche,
differentiatedcleaning service
Able to enter intomergers, strategic
alliances withrelated servicescompanies for
profitsVersatilityencourages
investors to invest
Increasedcompetitiveness in
the industry Lack of
subjectivity incompetitorsmarketingactivities
A Team Amahs
& Cleaners
Conventionalcleaning servicessuch as part-time
maids,housekeeping,babysitting and
confinement nannies
Generally cheaperthan other home
Lack variety ofcleaning packagesto meet changingneeds and wants
Target a newmarket segment
shifting itspreference to
undifferentiatedhome cleaning
services
Competitorshaving promotional
packages
Booming of theeconomy
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SWOT Analysis ofCompetitorsCompan
y
Strengths Weaknesse
s
Opportuniti
es
Threats
CareExpress
Efficient Cleaningservices
Offer customisedcleaning style tohome cleaning
services
Variety ofPackages
No agency fee,
cleaning fee, andcontract.
Have insuranceliabilities for
cleaners and homes
Full Cleaning
Equipment
Do not offercleaning services
on Sunday
Consumers awareof companys
cleaning servicesPromotion can go ata larger scale with
the given position in
the market
Expensive rate isleading to lower
demand of theirhome cleaningservices, thus,
consumersswitching to
cheaperalternatives
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SWOT Analysis of CareFareExpressStrengths Weaknesses Opportunities Threats
Standard cleaningservices
Offers 2 packages Normal and Senior
FREE additionalcleaning if customer
finds service
unsatisfactory
Have insuranceliabilities for cleaners
and homes
No unique or specialcleaning services
Lack of cleaningexperience
Lack of availablefunds
Equipments used arenot technologically
advanced
Increasing number ofresidents needing
cleaning services
Have a website; ableto attract customers
worldwide
Targets on areas thatare not focused by
other companies
Liaise with the mediato promote and
advertise cleaningservices
Current and futureupcoming similar
cleaning servicescompany
Increasingcompetitiveness in the
cleaning industry
Better promotion and
advertising bycompetitors
More experiencecompetitors
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Business Operations
Location
Company based at 2 Topaz Road, Topaz Mansion #02-03.
business is starting out small, less equipment
located in central Singapore, thus it is convenient toget to any place
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Producton/Service Process
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Equipment
5 sets of cleaning equipment.
broom, mop, sponge, bucket, cleanser, bleach, rags,towels, dishwashing liquid, duster, vacuum, furniture
polish, disinfectant, window polisher, window wiperand the OSIM iEcologi.
estimated cost is $6740.
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How to keep track of ourinventory?
Our Operations Manager would keep track of ourequipment by utilizing a check in/out system.
This means that whenever any staff takes any
equipment out to work, they are to write their name,equipment set, time and sign on the check in/outbooklet.
Failure to do so would result in deducting 50% of thestaffs salary for the day.
Operations Manager would do a weekly count of ourequipment and check if they are in good condition.
our company would give out $200 every month to the
best housekeeper of the month
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Staffing
top related