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Miles Garden Carpentry
Strategy and Implementation Summary
Miles Garden Carpentry’s strategy is simple and ambitious. First, build its base with new home construction that is planned in the Old Town area. From this secure footing, Joan will begin to market her specialization skills to new customers. Miles Garden Carpentry is uniquely positioned to successfully market its services to women in the area. Women are the most significant customer group for garden carpentry services. Currently, Miles Garden Carpentry is the only woman-owned construction firm in the Old Town area.
5.1 Competitive Edge
Joan Miles’ reputation for quality work and excellent customer skills has been a hallmark of her work history in construction. Starting her own company is just another step in her quest to deliver services to customers that were second to none. As a woman in the male-dominated construction profession, it has always been Joan’s competitive edge that has pushed her ahead with customers and employers. Her focus on creative integrated deck schemes now places her in a unique situation. Many of the new homes in the Old Town area will demand garden carpentry services. Joan’s history of project successes has made her a valuable resource to the area’s builders.
5.2 Sales Forecast
The first three months of operation will focus on projects with new home construction. Miles Garden Carpentry will then turn to marketing to new customers. The following table will outline Miles Garden Carpentry sales forecast data.
|Year 1||Year 2||Year 3|
|New Home Construction||$248,000||$280,000||$320,000|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|New Home Construction||$68,600||$80,000||$92,000|
|Subtotal Direct Cost of Sales||$87,000||$110,000||$125,000|