Professional Documents
Culture Documents
Laundromat Marketing Plan
Laundromat Marketing Plan
omatMar
ket
ingPl
an
CampusLaundr
y
Thisisacompleteexampl
eofamar ket
ingpl
an.Youarewelcometouset
his
contentasaguidewhenplanni
ngyourownmar ket
ingact
ivi
ti
es.
Tocreat
eamar ket
ingpl
anofyourowntogr
owyourbusi
ness,pl
ease
consi
derourpopul
arMarket
ingPl
anProsof
twar
e.Lear
nmor eat
www.pal
oalt
o.com.
Cr
eat
eamar
ket
ingpl
ant
hatget
sres
ult
s
Bes
tsel
li
ngs
oft
war
e.Now power
edbyDuc
tTapeMar
ket
ing.
“Si
mpli
fi
estheprocessofbui
ldingsuppor
ting •F
ocusonac
tionandr
esul
ts!
document
ati
onforyourmarketi
ngagenda.”
•Pac
kedwi
thadvi
ceandexampl
es
•Eas
yfor
ecas
ts&budget
s
“Cr
eateanact
ionplanforyour •Pr
esentyourpl
anwi
ths
tyl
e
market
ingt
ogrow yourbusiness.
”
•I
nst
antdownl
oad!
Versi
on11.
0
$179.
95
Lear
nmor www.
eat pal
oal
to.
com
Aboutthismar ket
ingplan
Names,locat
ions,andnumbersi
ntheorigi
nalpl
anmayhavebeenchanged,andsubst
ant
ialpor
ti
onsoft
heor
igi
nalpl
ant
extmay
havebeenomi t
tedtopreser
veconf
ident
i
ali
tyandpr
opr
iet
aryi
nfor
mati
on.
Guidelinesonusingthisplan
Youar ewelcometousethisplanasast ar
tingpointt
ocreateyourown,butyoudonothavepermissiont
oreproduce,publ
i
sh,
dist
ri
buteorevencopythispl
anasi texi
stshere.Requestsforrepr
int
s,academicuse,andot
herdissemi
nati
onofthissampleplan
shouldbeemai l
edtot
hemar keti
ngdepar t
mentofPal oAlt
oSoftwareatmar ket
i
ng@paloal
to.
com.Forproducti
nfor
mationvi
sitour
websiteatwww.pal
oalt
o.com orcal
l1-800-229-7526.
Copyr
ight©Pal
oAl
toSof
twar
e,I
nc.(
www.
pal
oal
to.
com)
.Al
lri
ght
sreser
ved.
Confidentiality Agreement
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
5.0 Controls 11
5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . 12
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 12
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 13
Campus Laundry
Campus Laundry (CL) is a full-service coin-op laundry (washing, drying, and folding) service
dedicated to consistently providing high customer satisfaction by rendering reliable machines and
furnishing a clean, enjoyable atmosphere at a competitive price.
There are several laundromats that currently serve the University of Michigan campus in Ann
Arbor, however they tend to be quite run-down. In addition to having a clean facility that strives
to ensure complete customer satisfaction, CL will be set up to provide an environment conducive
to studying. This will be accomplished by having ample desks for customers to use while they are
doing their laundry. CL will also provide a wireless digital subscriber line (DSL) solution for
customers to use. The wireless DSL will be inexpensive to set up and maintain, yet offer
significant value for the waiting students.
CL will have a coffee shop with light food offerings to encourage people to stay longer and spend
more money. The margins for the coffee shop are quite good so it will provide a good source of
revenue. The on-staff laundromat operator will be able to service both the laundromat and the
coffee bar at the same time. During peak times CL will have a second staff member serving the
bar exclusively.
Campus Laundry’s mission is to provide the customer with the most pleasant laundry experience
in the Ann Arbor area. We exist to attract and maintain customers. With a strict adherence to this
maxim, success will be ensured. Our services will exceed the expectations of the customers.
Market research indicates that a clean, quiet laundromat is in large demand for the Ann Arbor
area. Currently, most of the laundromats have a wait to use the machines, and have poor quality
facilities and surroundings. Having a superior service will allow CL to quickly gain market share.
$250,000
$200,000
$150,000
Students
Low income customers
$100,000
$50,000
$0
2003 2004 2005
Page 1
Campus Laundry
Sales Forecast
Sales 2003 2004 2005
Students $65,225 $165,443 $187,887
Low income customers $13,045 $33,089 $37,577
Total Sales $78,270 $198,532 $225,464
Campus Laundry is entering its first year as a start-up business. The idea has been well received
and marketing will be critical to the success of the business. CL offers a clean, convenient laundry
facility for those that do their own laundry, as well as those in need of optional services. CL will
lure customers in with excellent customer service, a study-conducive environment, and wireless
Internet services for the waiting customer.
CL has captured good information about the market and knows a fair amount about the target
customers. The facility offers self-serve laundry services as well as optional services such as full-
service washing, drying and folding.
CL’s market information will be used to better understand who is served, their specific needs, and
how CL can better communicate with them.
Target Markets
Students
Low-income customers
Page 2
Campus Laundry
The profile for the Campus Laundry customer consists of the following geographic, demographic,
and behavior factors:
Geographics
• The immediate geographic target is the city of Ann Arbor with 138,090 people.
• A seven-mile geographic area will be served.
• The total targeted population is 17,555.
Demographics
Behavior Factors
• Prefer to be productive while they are doing their laundry, a relatively frequent and time-
consuming exercise.
• Although they cannot afford their own laundry facilities, they do appreciate a clean, quiet
facility instead of the common noisy, low-quality landromats that currently serve the Ann
Arbor community.
Campus Laundry is providing its customers with a quiet clean laundry facility that ensures
customer satisfaction, as well as providing an environment that is conducive to productive
activities such as studying. CL seeks to fulfill the following benefits that are important to its
customers.
• Top-level customer service: The target customers have a fair amount of discretionary
income and appreciate good customer service. CL will provide a service that will appeal to
these customers.
• Clean facilities: A comfortable, stylish location and furnishings that offers clients a higher-
quality alternative than is currently available.
• Study conducive environment: Because doing laundry occupies a fair amount of time in
a person’s week, there is value in being able to be productive while you are doing your
laundry. Offering an environment that is supportive of studying with high-speed wireless
Page 3
Campus Laundry
Internet access will allow customer to be productive with their laundry and other
responsibilities.
• Increased automation: Technology has driven down the costs of equipment that offer
technological efficiencies. Using technology reduces the dependence on human labor.
• Industry consolidation: Large corporations are constantly buying up mom and pop
operations.
Market Forecast
25,000
20,000
15,000
Students
Low-income customers
10,000
5,000
0
2003 2004 2005 2006 2007
The market growth for the self-serve laundry agency has seen 4% market growth. This growth
rate is supposed to be maintained for the next three years.
Page 4
Campus Laundry
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Students Low-income customers
The following SWOT analysis captures the key strengths and weaknesses within the company, and
describes the opportunities and threats facing Campus Laundry.
2.2.1 Strengths
2.2.2 Weaknesses
Page 5
Campus Laundry
2.2.3 Opportunities
2.2.4 Threats
• Seasonal market demand due to many students leaving during the summer.
• Future/potential competition from a large franchised business.
• A large increase in homes built in the area that will decrease the reliance on laundromats.
2.3 Competition
There are several competitors, who serve the student and low-income market; facilities are
similar, dirty, noisy, with low-end services. Some competitors offer additional services beyond self
serve laundry, but most just offer self serve machines.
2.4 Services
• Self-serve washers and dryers; large front load washers, top load washers, normal and
large commercial dryers are available.
• Full service washing, drying, and folding.
• Relatively quiet environment for studying.
• Wireless Internet access for customers with laptops and wireless cards (WI-FI).
• Coffee bar with light food menu.
Page 6
Campus Laundry
The critical issue that CL faces as a start-up is to ensure that it is balancing the debt load
adequately with the revenue stream, ensuring economic sustainability.
The marketing strategy will be using a combination of advertising, promotional efforts and word-
of-mouth programs.
3.1 Mission
Campus Laundry’s mission is to provide the customer with the most pleasant laundry experience
in the Ann Arbor area. We exist to attract and maintain customers. With a strict adherence to this
maxim, success will be ensured. Our services will exceed the expectations of the customers.
The market can be segmented into one main group and one minor group. The main group is
University of Michigan students. The minor group low-income individuals and families that do not
have laundry abilities at their home/apartments.
Page 7
Campus Laundry
3.5 Positioning
CL will position itself as a clean, customer centered laundromat that provides a reasonably quiet
facility for studying or Internet-based research/surfing. The desired positioning will be achieved
by leveraging its competitive edge of a customer-centric facility. The storefront is relatively quiet
and always clean, creating a atmosphere conducive to getting work done.
The single objective is to position CL as the premier laundromat serving the University of Michigan
students of Ann Arbor. Campus Laundry plans to quickly increasing market penetration through
superior service offerings. The marketing strategy will first seek to build customer awareness
regarding the services provided, then develop the customer base, and finally work toward
gathering a loyal following.
The message that CL seeks to communicate is that its clean and quiet facility is orientated toward
students. This message will be communicated by various methods. The first method will be
advertisements placed in the student newspaper. The second method will be a promotional effort
based primarily on coupons. The third method of communication will be networking. Networking
will be used to generate the word-of-mouth referrals.
Campus Laundry’s marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service.
CL used two forms of market research to gain insight into its proposed market. The first type of
research was a survey that was distributed to students. The goal of the survey was to determine
the most important elements, or value, that a laundromat has for students. The results of the
survey were quite illuminating.
The other market research that was conducted was a competitive analysis of the different players
in the market. CL studied what their product offerings were, how they differentiated themselves,
how much demand they had, and how they interacted with customers. Both marketing research
efforts were very helpful to CL in validating its idea and gave it the confidence to move forward
with the project.
Page 8
Campus Laundry
This section will offer a financial overview of Campus Laundry as it relates to the marketing
activities. CL will address Break-even Analysis, Sales Forecasts, Expenses Forecasts, and how
these activities link with the Marketing Strategy.
The Break-even Analysis indicates that $8,666 is need in monthly revenue to meet expenses.
Break-even Analysis
$6,000
$4,000
$2,000
$0
($2,000)
($4,000)
($6,000)
$0 $2,896 $5,792 $8,688 $11,584 $14,480
Break-even Analysis:
Monthly Units Break-even 1,083
Monthly Sales Break-even $8,666
Assumptions:
Average Per-Unit Revenue $8.00
Average Per-Unit Variable Cost $2.80
Estimated Monthly Fixed Cost $5,633
Page 9
Campus Laundry
The sales forecast indicates that growth should be fairly steady as more and more people become
aware of CL and the services offered.
$12,000
$10,000
$8,000
$6,000 Students
Low income customers
$4,000
$2,000
$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales Forecast
Sales 2003 2004 2005
Students $65,225 $165,443 $187,887
Low income customers $13,045 $33,089 $37,577
Total Sales $78,270 $198,532 $225,464
The Expenses Forecast will be used as a tool to keep the department on target and provide
indicators when modifications need to be made to ensure proper implementation of the Marketing
Strategy.
Page 10
Campus Laundry
$4,000
$3,500
$3,000
$2,500
Advertisements
$2,000
Promotions
$1,500 Networking
$1,000
$500
$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
5.0 Controls
The purpose of the marketing plan is to serve as a guide for the organization. The following areas
will be monitored to gauge performance.
Page 11
Campus Laundry
The following milestones identify the key marketing programs. It is important to accomplish each
one on time and on budget.
Milestones
Advertising campaign #1
Promotional campaign #1
Advertising campaign #2
Advertising campaign #2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Milestones Plan
Milestone Start Date End Date Budget Manager Department
Marketing plan completion 1/1/03 2/1/03 $0 Jason Marketing
Advertising campaign #1 2/1/03 6/30/03 $6,820 Jason Marketing
Promotional campaign #1 2/1/03 6/30/03 $1,544 Jason Marketing
Advertising campaign #2 7/1/03 12/30/03 $13,800 Jason Marketing
Advertising campaign #2 7/1/03 12/30/03 $2,580 Jason Marketing
Totals $24,744
Jason Cleanly will be responsible for the marketing activities. This will include assessing the
investment of each marketing effort with the return it provides. A return on investment analysis
will be conducted, to the degree possible, to determine if these campaigns merit repeating in the
future.
Page 12
Campus Laundry
Page 13
Appendix: Campus Laundry
Table 1.0 Sales Forecast
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Students $525 $782 $1,202 $1,551 $1,753 $1,937 $2,103 $2,170 $2,450 $2,532 $2,795 $3,029
Low income customers $105 $156 $240 $310 $351 $387 $421 $434 $490 $506 $559 $606
Subtotal Cost of Sales $630 $938 $1,442 $1,861 $2,104 $2,324 $2,523 $2,604 $2,940 $3,038 $3,355 $3,635
Page 1
Appendix: Campus Laundry
Table 4.2 Sales Forecast
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Students $525 $782 $1,202 $1,551 $1,753 $1,937 $2,103 $2,170 $2,450 $2,532 $2,795 $3,029
Low income customers $105 $156 $240 $310 $351 $387 $421 $434 $490 $506 $559 $606
Subtotal Cost of Sales $630 $938 $1,442 $1,861 $2,104 $2,324 $2,523 $2,604 $2,940 $3,038 $3,355 $3,635
Page 2
Appendix: Campus Laundry
Table 4.3 Marketing Expense Budget
Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Advertisements $1,000 $1,120 $1,300 $1,500 $1,800 $1,000 $1,200 $1,400 $2,000 $2,500 $2,800 $3,000
Promotions $200 $224 $260 $300 $360 $200 $240 $280 $400 $500 $560 $600
Networking $100 $112 $130 $150 $180 $100 $120 $140 $200 $250 $280 $300
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $1,300 $1,456 $1,690 $1,950 $2,340 $1,300 $1,560 $1,820 $2,600 $3,250 $3,640 $3,900
Percent of Sales 72.22% 54.31% 41.02% 36.67% 38.93% 19.58% 21.64% 24.46% 30.95% 37.44% 37.98% 37.55%
Contribution Margin ($130) $287 $988 $1,507 $1,567 $3,016 $3,126 $3,016 $2,860 $2,393 $2,590 $2,851
Contribution Margin / Sales -7.22% 10.69% 23.98% 28.33% 26.07% 45.42% 43.36% 40.54% 34.05% 27.56% 27.02% 27.45%
Page 3