serve point marketing plan

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servepoint.inOnline Home Services

Marketing Plan

Pilot Project

(January 23, 2012)

Submitted by

Submitted to

Abhishek Ranjan (11030241049) Mr.Ganesh Janvale

Mayank Garg (11030241063)

Renuka Gorthi (11030241073)

Ruchika Barapatre (11030241074)

Shresth Rastogi (11030241093)

Index

Executive Summary

Revenue Model


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Services

Marketing Strategy

Marketing Objective

Target Market

Positioning

Marketing Mix

Marketing Research

Servepoint.in Survey Questionnaires

SWOT Analysis

Importance of SWOT Analysis

Advantages of SWOT Analysis SWOT Framework

SWOT Matrix

SWOT / TOWS Matrix

SWOT Interactions

Strengths

Weakness

Opportunity

Threat

Executive Summary

Servepoint.in is an online integrated online venture to provide home

services like electrical, plumbing, gardening, water proofing, carpentry,

painting, polishing, apartment maintenance, corporate house/retail chain

maintenance, pest control, renovations, repairs, housekeeping, security

services, faade cleaning etc. ServePoint is specially for working

executives in an urban community to provide timely and cost effective

services in the most professional way possible.

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Revenue Model

The starting working capital will come from the individual investments of the

business partners initially. Efforts will also be done to take term loans from

banks willing to accept our business plan. Networking skills of our

experienced business partners will be used to tie up with corporate and

government organizations to get larger contracts and annual maintenance

contracts. The current business will fuel the revenue initially during

expansion and as we move towards the completion of the project, the new

model will then be self sustaining and capable of challenging any other

business alone.

Services

a) Electrical

b) Plumbing

c) House Painting

d) Carpentry

e) Water Proofing

f) Mosquito Mesh

g) Fabrication Works

h) Housekeeping Services

i) Pest Control

j) Security Services

k) Apartment Maintenance

l) Customized solutions for Homes & Offices

Marketing Strategy

The home services market (Electricity, plumbing, carpentry, housekeeping

etc.) is a highly networked industry where everyone knows everyone and jobcontracts are won or lost. With this in mind, OUR COMPANY will have to work

hard to establish itself as an experienced, professional service provider

which is concentrating on the residential societies and small shops in PMC

and PCMC market. This will be done in part through networking with all of

the home builders and developers.

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Marketing Objectives

Increase repeat customers by 10% per quarter.

Ensure 100% satisfaction with every job.

Decrease customer acquisition costs by 8% per year.

Target Market

Servepoint.in will target the working class urban households who are tired

of the unprofessionalism shown by local service technicians. It will target

societies, residential and commercial complexes. According to the initial

market survey, servicepoint.in does not have any concrete competitors as

of now and this will have an added advantage in capturing the current

market.

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Positioning

Servepoint.in will be positioned as a professional, customer-centric serviceorganization that specializes on urban residential households.

Servepoint.in will leverage its competitive edges to achieve this desired

positioning.

Servepoint.in has two competitive advantages that it will leverage to gain

market share:

Professionalism

Quality

Marketing Mix

Servepoint.ins marketing mix is comprised of the following approaches to

pricing, distribution, advertising and promotion, and customer service

Pricing- Margins are tight in the industry, so Servepoint.in will

offer competitive pricing to avoid being shut out.

Distribution- Servepoint.in will be able to service any job within 60

miles of the center of Pune Advertising and Promotion- Advertising in the well read local Home

Builder's Guide and productive marketing will be used to gain

market share.

Customer Service- The Company will be set apart from its

competitors because of its concentration on ensuring customer

satisfaction.

Marketing Research

Servepoint.in maintained records of the observations regarding the

industry and which business models would be most successful. This

information provides a good groundwork of information on which

Servepoint.in could work.

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Also a questionnaire is prepared and a survey is conducted by Servepoint.in as a

part of Marketing Research.

Servepoint.in Survey Questionnaire

This form is intended for the academic business plan data collection and

market analysis.

Please help us by filling this survey which will help us in our market research

and understand customer requirements regarding basic home services like

carpentry, electricity fixtures, plumbing etc.

Top of Form

1. Name : *

2. Occupation

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Student

Employee of private firm

Government employee

Business man/woman

Other:

3. What is your monthly Expenditure? *

< 5000

5000 to 10000

10000 to 15000

15000 to 20000

more than 20000

4. Will you prefer the professional services like carpentry, plumbing etc to

name a few, if given at your address on just a single phone call? *

no

5. If yes, which services will you prefer to take, from following?

Plumbing

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Carpentry

Electricity fixtures

Painting

Gas installation and service

Pest control

Premise up-keeping

Maid services

Electronics devices repair

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6. What is the rough amount you are spending on services: plumbing,

carpentry and electricity related services? *

< 200

200 to 500

500 to 1000

more than 1000

7. Which is the current mode by which you are getting above services? *

By real estate contractor

By your own personal contact

By professional services

Other:

8. Do the services you receive meet most of your needs? *

9. Do you get requested services on time and in the way you

prefer? *

10. Are you satisfied with the quality of service provided by your existing

service provider? *

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11. What more add-ons do you expect that we can provide in comparison

with the existing service provider? *

Better trained and skilled workers.

Workers with a more professional attitude, more respectful and amiable

Workers arrive on time and finish the work in one go.

Other:

12. Which mode of service will you prefer?

On contract

On demand(Single service)

13. Do you need flexible timings for the services, reasons being yourworking schedule, appointments or any other?

Yes

No

14. In which kind of residential place are you living in? *

Society

Flats

Individual bungalows

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Hostel / guest house / any of this kind

Other:

15. Any suggestions you want to give regarding our offering of basic home

services? You can mention any problems you are facing with current

conditions of you getting these services and also suggest betterments for

the same.

Send me a copy of my responses.

Submit

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Market Survey Data

Using the above market questionnaire, a market survey conducted. The total

people who responded were 81 in number. The people who participated

were categorized as students, business man/woman, employees of private

firms, government employees and others. It can be seen from the above

graph that the maximum people were who worked in employees of private

firms.

The questionnaire was circulated amongst the network of people who were

in our contacts.

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Expenditure Distribution

Further the respondents were categorized on their basis of monthly

expenditure according to the sections given in the above pie chart. It was

found that the maximum people belonged to the expenditure category of Rs

10,000-15,0000 followed by the less than Rs. 5000 group.

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Data was collected from the people who wanted to opt for professional

services like those to be provided by servepoint. The above graph depicts

who the category of people who responded with either a yes or no. The

people are categorized according to their monthly expenditure and their

occupation.

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This graph is the depiction of the type of services a particular category ofpeople would want depending on their monthly expenditure. The type ofservices include carpentry, electronics device repair, gas installation andservice, maid service, painting, pest control, plumbing, premise up-keeping

etc. SWOT Analysis

One of the most popular tools in business planning and strategic planning isSWOT Analysis.

What is SWOT Analysis?SWOT stands for:

Strengths factors that are good in the business now.

Weaknesses factors that are bad in the business now.

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Opportunities factors that could be good in the future.

Threats factors that could be bad in the future

The SWOT Analysis lets you summarize a business strategy and the majorissues so that it can be understood quickly and simply. A SWOT matrix itis usually presented in four sections is therefore a common element inbusiness plans prepared for bank managers and other financial providers.

The Importance Of SWOT Analysis

A SWOT Analysis is important for both the person doing the strategicbusiness planning and for anyone reading the business plan and thinkingabout investing money or time in the business.

For the business manager who is preparing the strategy or the businessplan, SWOT analysis helps to avoid a positive bias. An entrepreneur can getexcited about an idea and fall into the trap of focusing on the opportunityand the available strengths.

There are important and it is important to play to your strengths but peopleoften fail to implement their business plans because they dont stop toconsider what could go wrong. How weaknesses can prove to be critical andif the gap is closed, then the plan hits a brick wall. Or how external threatscan come along and change expectations of the future.

Advantages Of SWOT Analysis

The advantages of doing a SWOT Analysis are:

It is relatively simple to start although it often needs challenging andrefining to produce something of value.

Preparing a SWOT analysis is a collaborative exercise and helps to getother management team members involved because it looks acrossthe entire business. Operations people can feel left out when talkingabout customers and marketing needs but SWOT brings the issuestogether.

Its a strategic planning tool that is relevant to small businesses andhuge organizations and they can both get something out of thinkingabout strengths, weaknesses, opportunities and threats.

SWOT is very flexible and can be done for a business or even anindividual thinking about changing jobs.

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The SWOT Framework

SWOT Analysis Framework

Environmental Scan

/ \

Internal Analysis External Analysis

/ \ / \

Strengths WeaknessesOpportunities Threats

SWOT Matrix

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities(overextending).

Rather, it may have a better chance at developing a competitiveadvantage by identifying a fit between the firm's strengths andupcoming opportunities.

In some cases, the firm can overcome a weakness in order to prepareitself to pursue a compelling opportunity.

SWOT / TOWS Matrix

To develop strategies that take into account the SWOT profile, a

matrix of these factors can be constructed.

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The SWOT matrix, can be changed into what is known as the TOWS

Matrix that is shown below:

S-O strategies pursue opportunities that fit well the company's

strengths.

W-O strategies overcome weaknesses to pursue opportunities.

S-T strategies identify ways that the firm can use its strengths to

reduce its vulnerability to external threats.

W-T strategies make a defensive plan to prevent the firm's

weaknesses from making it susceptible to external threats.

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TOWS Analysis Strengths Weaknesses

Opportunities S-O Strategies W-O Strategies

Threats S-T Strategies W-T

Strategies


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SWOT Interactions

1. Strengths:-

a. Service with a Brand Name

i. Servepoint.in - A name that requires no introduction, no

explanation and very little advertising to give it clout

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ii.Servepoint.in is one of the most powerful forces in

branding, marketing and advertising. It is at once the story

about what makes us different from our competitors and

the emotional tug that connects us with our audienceall

in one or a few words

iii.Servepoint.in that wields that much power can only

come through a powerful positioning strategyone that

keys in on the kind of appeal that can touch the hearts and

minds of our market in a way the world may have never

seen. Serve point can do this and own the talk of an

industry.

iv.Servepoint.in is a trademark which is intended to

identify the products or services of one provider or group

of providers, and to differentiate our product and services

from those of competitors. Our brand has functional and

emotional elements which create a relationship between

customers and the product or service.

b. Quality Assurance Trust

i. Quality is achieving customer satisfaction. Servepoint.in

provides best quality services to the customers.ii.We at Servepoint.in has developed quality plan in which

we set quality goals like

1. We provide faster service to our customers.

2. We provide timely service to our customers

3. Our Employees work dedicatedly so that no mishaps

occurs which in turn reduces rework.

iii.We measure our present level say time for delivery of

services, customer waiting time if anyiv.We set goals for next month or two.

v.We fix the task to specific skilled person from the locality

in which service need to be provided. We assign task or

process owner.

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vi.We avoid wasteful, waiting process service.

vii.We measure time, effort for each process service to

improve it further and give best services to our customers.

viii.We perform Defect Analysis for

1. Identifying defects in our services.

2. We classify them as critical, major, and minor. We

prepare checklist to analyze.

3. For critical and major we find Root Causes.

4. We eliminate the root causes in time frame.

ix.Customer Feedback This is major resource for us. We

analyze the customer feedback regularly and share the

feedback with the staff and find means of improving the

customer satisfaction.

1. For providing better services we study customer

profile and details like age group, professional

identity, family factors, income level, etc

2. We set parameters based on customer details and

train our staff in learning and providing qualityservice.

Since service provided by Servepoint.in involves lot of human work,process control is tough. So each process we identify criticalparameters and them we work on them to provide better servicequality to our customers and satisfy our customers. Achievingcustomers satisfaction makes Servepoint.in a Quality serviceprovider

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c. Professionalism

i.Professionalism starts with simple things like uniformed

technicians, but it extends to every interaction with the

customer.

ii. The improvement is the result of hard work aimed at

increasing the professionalism of the business and our

team by focusing on both simple elements of appearance

and manner and the overall approach to customer

interaction.

iii.By paying attention to our customer details, our

employees and service providers can collectively elevate

the status of our profession.

iv.We provide timely service and as per our customers

convinces.

v.We do the selection of an independent contractor or a

labor providing professional services usually depends on

skill, knowledge, reputation, ethics, and creativity.

vi.We take care of prices for services, even within the same

field, vary greatly.

vii.Servepoint.in do not provide services at fixed rates for

projects, while we define the price only after assessing the

work involved.

d. Reliable Service

i. Serve point Consistently offers the same standard of

service over and over again.ii.Our services are worthy of reliance or trust.

iii.We conform to fact and therefore worthy of belief.

iv.Our services are worthy of being depended on.

v.Our service is reliable with respect to

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1. Accessibility - Service is available when desired

(when the customer wants to use it)

2. Continuity - Customer has uninterrupted service over

desired duration.3. Performance - Meets the customers' expectations.

4. Value - Negotiate a contract with the customer that

places a value for a certain level of service

requirement.

5. Needs customer participation or input from a global

perspective.

6. Billing operational issues are considered.

e. Punctual service delivery

i.Our core business is providing a high quality service. We

pride ourselves on the values you expect and deserve - a

quality service delivered by punctual, uniformed staff who

understands that customer satisfaction key.

ii.We offer a range of services to suit you. Whether you need

a one-off clean to assist at a busy or stressful time in your

life or if you would like regular attendance we're happy tohelp.

iii.We also have staff with substantial experience in working

for the elderly or infirm and client confidentiality and total

discretion is assured.

iv.Like all our services whether your requirements are

occasional or regular we can help.

v.We provide timely service and perform/execute without

delay.

f. Consumer Connect

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i.We create more meaningful relationships with our

consumers and experiencing significantly higher growth as

a result.

ii.We believe that great brand grows as they do becausethey connect deeply with people.

iii.Whatever your needs, all our staff are supported and

managed to ensure that we deliver the best possible level

of service. Our managers undertake regular trips out with

our staff to review performance, adherence to our

stringent codes of practice and to check for compliance

with our policies on health, safety and the environment.

Our small friendly office team is contactable through the

day. When the office is closed a 24-hour answering service

ensures that your call is given prompt attention on our

return.

g. Established Customer Base

i. Should you have any questions on how we can help please

feel free, without any obligation, to ask. Serve point is

happy to answer any query and look forward to working for

you.ii.We analyze the customer feedback regularly and share

the feedback with the staff and find means of improving

the customer satisfaction.

iii.We provide timely service and as per our customers

convinces.

2. Weakness:-

a. Working with a pool of skilled yet illiterate people

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i. It may lead to difficulty in understanding customers

requirement.

ii.Factual accuracy may be compromised due to out-of-date

information, incomplete information or difference inunderstanding level.

iii.There may be possibility of communication problem.

b. No management experience as yet

i. No experience in running a business

You simply dont know anything. You dont know how tomake a contract, you dont know how to rent office

space, and you dont know how to talk with customers.

Maybe you learned something, but nothing compares to a

few years of real life experience.

ii.No Business connections

Sometimes is not a matter of what you do, or how you do

it. Sometimes is a matter of who do you know. It opens

doors; it gets you customers and might get some help in

for you.

iii.Hard to get financing

you have no credit history, no money put aside, no

relevant experience. You cant even put a your house as a

collateral (because you dont own one.

iv.Harder to get big contracts

This is the result of point 4. You need to have credentials,

good standing financial power, or simply years of

experience. Hell, you might not even know what youre

doing well enough to respond to the demands of a big

contract.

3. Opportunity:-

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a. First Mover Advantage

i. Servepoint.in has gained first-mover advantage or

FMA by the initial ("first-moving") significant occupant of

a market segment by providing home services like

electrical, plumbing, gardening, water proofing, carpentry,

painting, polishing, apartment maintenance, corporate

house/retail chain maintenance, pest control, renovations,

repairs, housekeeping, security services, faade cleaning

etc.

ii.First-mover advantage can be instrumental in building

market share of our company.

iii.It will help us to reach people and capture market.

b. Huge Potential to tap into this unorganized sector

i.As this is a new and unorganized sector, we as a service

provider have many opportunities to grow in the market.

ii.We can create our monopoly by our quality services,

brand name and satisfying our customers requirement.

c. Growing Market

i. As market is growing day by day steps should be taken to

introduce value-added services and provide service

packages. This will lead to a greater presence and

flexibility in the market place along with opportunities in

the field of brand building.

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ii.Addition of more services like cleaning and ironing, etc in

future will lend further strength - both in terms of

utilization of resources and presence in the market place.

d. Multiple Avenues to Explore

i.As we are the first service provider for the household

services, there is a broad way and huge market to capture.

ii.Initially we are providing this service in few areas, as the

time passes by in next phase we can start providing our

services in more area and can broaden it to entire city.

4. Threat:-

a. Availability of cheaper option

i. In future there may be possibility that the business of

providing home services get started and our competitors

may provide lower cost for the services.ii.Local labor may provide the service in cheaper cost.

b. Government regulations

i.There might be possibility of setting fixed price for the

services by the government.

ii.Government regulations may decrease our market reach

and will be a threat for growing exponentially.

c. Labor unions

There may be opposition of our services from the Labor

unions as we will take over their market and work.

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d. Taxations may hit margins

Tax rates and increase in tax rates may affect our profit

margins. We need to revised our prices for the services asthere will be change in customers income also due to

increase in tax rates.

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e. Employee attrition

i. A reduction or decrease in numbers, size, or strength of

our employees / labor will introducea high rate ofattrition

because so many members have moved away which in

turn may affect our services and growth.

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serve point marketing plan

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