Batten-Hatchez Security

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Security Guard Business Plan

Strategy and Implementation Summary

The key strategy for Batten-Hatchez Security is to build their operations and marketing around buildings and retail stores that are large enough to have permanent, on-site security needs, but not so large that they can save significant money by developing security staff in-house. To achieve this strategy, Batten-Hatchez will:

  • Train guards well for permanent check-in, patrol, and surveillance positions
  • Use advertising and targeted lists to locate and market to these customer markets
  • Focus specifically on guard services and high-level consulting audits, while outsourcing or referring to vendors for security equipment and system needs

Competitive Edge

Batten-Hatchez Security will built a competitive edge through high levels of customer service and assurance. The company will strive to not be a broker between clients and contracted security guards, as some security guard providers become, but instead be a partner in the security and protection of client's assets, with security guards as a major tool in that protection. This strategy will require Chindit Batten to carefully audit a client's security situation and to work with them on plans to upgrade and maintain that security. He will continually check in with clients and with the guards sent to client sites to learn about the challenges they are facing.

Marketing Strategy

To reach its target markets of building management companies and large retail businesses, Batten-Hatchez Security will use the following tactics:

  • Development of a basic "brochure" website with services and contact information
  • Advertising in trade publications read by managers in these two industries
  • Advertising online with Google AdWords around keywords for security services and security guards, especially associated with these two types of customers
  • Business cards and brochures for Chindit Batten to distribute on appointments and while networking with Coastalburg-area business networking groups
  • Direct selling work based on purchasing or developing target lists
  • Direct mail of brochures and letters to these target lists of potential clients in Coastalburg

Sales Strategy

Chindit Batten will be the primary salesperson for Batten-Hatchez Security. He will meet with clients at their buildings to perform an initial consultation and will create proposals for security services based on the client's needs. Batten will track sales prospects and clients with ACT!, a client management database system. 

Batten's sales strategy will be to listen carefully to the needs of the client and to provide assurance through stories of his experience and a canny understanding of their needs and concerns. While his proposals may not be the lowest cost bids a potential client receives, he will follow up with care and the same personal attention that clients will receive if they move forward with using Batten-Hatchez Security.

Sales Forecast

Security guard sales will be recurring. Assuming a client retention rate of 90% annually, based on Chindit Batten's track record in the business, total sales will escalate quickly. Sales will be a combination of clients requiring 24/7 coverage and those with only daytime coverage. 40% of sales in dollars are expected from 24/7 clients. Sales are expected to meet the objective of $1.75 million in the third year.

Direct costs of sales consist of supplies specific to each job, such as uniforms which must be purchased. Uniform may be a branded Batten-Hatchez uniform, or contain the customer's branding to provide the visible presence of security at the job site. Additional sets of uniforms must be purchased by the guards (at a discount) from the designated uniform provider and laundry and cleaning of uniforms is the responsibility of the guards as well. Job supplies will include materials related to security audits and specific equipment purchases for a job as well.

Sales Forecast
Year 1 Year 2 Year 3
Security Guards $814,010 $1,221,015 $1,770,472
Security Audits $69,619 $97,467 $136,453
Commissions $49,370 $69,117 $96,764
Total Sales $932,999 $1,387,599 $2,003,690
Direct Cost of Sales Year 1 Year 2 Year 3
Job Supplies $40,701 $61,051 $88,524
Other $0 $0 $0
Subtotal Direct Cost of Sales $40,701 $61,051 $88,524


The budgets for creating the brochure/stationery and website come out of the start-up expenses, while the other marketing costs detailed here come out of the first year operating budget as they occur after the business launch date. Chindit Batten will manage all marketing and sales activities while Viipuri Hatchez will set up accounting and operating systems and interview potential guards.

Milestone Start Date End Date Budget Manager Department
Website Development 11/1/2009 12/1/2009 $2,000 CB Marketing
Buy Industry Publication Ads 12/1/2009 12/15/2009 $2,000 CB Marketing
Create Brochure/Stationery 11/1/2009 12/1/2009 $3,500 CB Marketing
List Development 11/1/2009 12/1/2009 $1,000 CB Marketing
Direct Mail 12/1/2009 12/15/2009 $2,000 CB Marketing
Totals $10,500