HodgePodge Sealcoating Company
Strategy and Implementation Summary
HodgePodge will be aggressively courting new customers by leveraging their competitive advantage of superior customer support. In an industry that is not known for their customer support, it is quite easy to stand out with good customer service. During the initial estimation phases, HodgePodge employees will be able to professionally respond to any questions that the customer may have. This meeting also gives HodgePodge the opportunity to provide the customer with a written pamphlet of information that explains information about HodgePodge the company, offers general information about sealcoating, the pros and cons of sealcoating as well as what expectations the consumer can reasonably have about a sealcoating service provider. This initial interaction will give HodgePodge an opportunity to show off its stellar customer service, which will turn the prospective person into a client.
5.1 Competitive Edge
HodgePodge’s competitive edge is outstanding customer service. This begins with the initial interaction when providing the customer with an estimate. The next chance to shine is the time when the company is on-site laying down the sealcoat. Upon finishing the job an employee will briefly speak (or leave written documentation if the customer is not home) with the customer detailing what was just done to their driveway, what needs to be done in regards to curing, what are some reasonable expectations in regards to the service and what to do if they have any problems or questions.
The employees will be specifically trained on how to interact with the customer so HodgePodge will feel comfortable in letting the employees who are laying down the sealcoating be HodgePodge’s representative with the customer.
5.2 Sales Strategy
HodgePodge’s sales strategy will be based on impressing the customer with excellent customer service when HodgePodge’s representative meets with the prospective customer. The sealcoating costs between all of the different competitors are going to be quite similar. Regardless, it is difficult to compete on price.
With this in mind, HodgePodge will compete on superior service. HodgePodge will give the customer detailed information about sealcoating, what the advantages and disadvantages are, and what are reasonable expectations consumers should have. HodgePodge will arm the prospective consumer with information to make a more educated choice. HodgePodge believes that by providing the customer with as much information about the service, they will choose HodgePodge’s because they appreciate HodgePodge attempt to benefit the consumer.
5.2.1 Sales Forecast
There will be no sales activity during the first month so this time will be used to set up the work area and the office. The next month will be used to line up initial customers as well hire and train employees. By the third month, HodgePodge will begin sealcoating driveways. Business should steadily grow through September when the season will begin to wind down. Profitability will be reached by month seven.
|Year 1||Year 2||Year 3|
|Middle to upper class||$30,129||$85,474||$92,454|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Middle to upper class||$3,013||$8,547||$9,245|
|Subtotal Direct Cost of Sales||$5,968||$16,873||$18,260|
HodgePodge will have several milestones early on:
- Business plan completion. This will be done as a roadmap for the organization. This will be an indispensable tool for the ongoing performance and improvement of the company.
- Office set up.
- Hiring three full-time employees and training them.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Business plan completion||2/1/2001||3/1/2001||$0||ABC||Marketing|
|Office set up||2/1/2001||3/1/2001||$0||ABC||Department|
|Hiring three full-time employees and traing them||2/1/2001||4/1/2001||$0||ABC||Department|