A Cut Above The Rest
...Kevin Tiller
Principles of Marketing BBA 3113
Professor Phil Sturm
September 29, 2008
Table of Contents
1. Executive Summary……………………………..Page 3
2. History…………………………………………..Page 4
3. Situation Analysis……………………………….Page 5
4. Target Markets…………………………………..Page 6
5. Competitive Environment……………………….Page 7-8
6. Points of Parity & Difference……………………Page 9
7. Marketing Plan…………………………………..Page 10
8. Financial Analysis…………………………….….Page 11-12
9. Supporting Materials……………………………..Page 13
Executive Summary
A Cut Above The Rest (Cuts) is a residential lawn care service. Cuts focus on middle class residential homes with larger yards. A majority of Cuts customer base is in the Western Henrico neighborhood. Michell is a resident of Henrico County and will use her connection to the neighborhood to sign up customers. Having a basis in the community will help create a bond that will enable Cuts to develop the customer base it need for expansion.
A Cut Above the Rest’s mission is to give customers excellent and affordable lawn care service at better than the rest prices. Cuts have a passion for beautiful looking lawns.
Unlike most residential lawn services, A Cut Above the Rest operates year round. Cuts will target all homeowners, as they believe everyone would like a well-kept lawn.
A Cut Above the Rest believe that the more lawns they are able to groom, regardless of income of the homeowner, the more income they will generate.
For year one, A Cut Above the Rest will utilize the expertise of the four owners. This will create a four-person crew. By year two, Cuts will purchase another vehicle, more equipment and hire two more employees to form a second crew. A Cut Above the Rest is projected to reach profitability by month four and will have profits of $150,000 by the end of the third...
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