Safe Keeping
Strategy and Implementation Summary
Our marketing strategy is based on becoming a viable resource for people looking for a way to document their valuable possessions and make their place of business and/or residence more secure. Our marketing strategy is based on superior service in the following areas:
- Expert knowledge;
- Customer service;
- Strict confidentiality.
Our marketing strategy will create awareness, interest, and appeal from our target market for the uniqueness of what we have to offer our customers. Once our potential customers are aware of what we have to offer we believe they will take advantage of our services.
5.1 Sales Strategy
The primary sales strategy includes:
- To offer strict confidentiality;
- To show value for services rendered;
- Professional consultation for business and home security.
5.1.1 Sales Forecast
The sales forecast is broken down into two main revenue streams: video recording services and consultation services. The sales forecast for the upcoming year is based on a modest 5% growth rate for sales. Being a start up business we are projecting a modest rate of growth adding one new customer a week for both the video side, and the consultation side.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Video Recording Services | $52,800 | $56,000 | $60,000 |
| Consultation Services | $63,500 | $70,000 | $78,000 |
| Total Sales | $116,300 | $126,000 | $138,000 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Video Recording Services | $3,180 | $3,400 | $3,800 |
| Consultation Services | $2,300 | $2,600 | $3,000 |
| Subtotal Direct Cost of Sales | $5,480 | $6,000 | $6,800 |
5.2 Marketing Strategy
Our marketing strategy is based on becoming an option for businesses and homeowners looking for a way to document their valuables for insurance purposes and becoming more educated about securing their property. Our marketing strategy is based on superior performance in the following areas:
- Customer service;
- Security knowledge;
- Strict confidentiality.
5.3 Milestones
The milestone chart below is accompanied by a table which outlines key activities that will be critical to our success in the coming year.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Business Plan | 1/10/2003 | 1/25/2003 | $1,000 | John Walter | Management |
| Accounting Plan | 2/30/2003 | 3/25/2003 | $500 | Jim Dockins | Consultant |
| Marketing and Advertising | 5/20/2003 | 8/21/2003 | $1,500 | John Walter | Management |
| Website development | 9/15/2003 | 11/15/2003 | $1,000 | Fred Jones | Consultant |
| Totals | $4,000 | ||||
5.4 Competitive Edge
Safe Keeping’s affordable one time cost package is new to the security market. Traditionally a monthly fee to watch homes or businesses is more than a lot of people want to pay, or they do not feel the need for such comprehensive coverage.
Safe Keeping fills a untapped niche to help businesses and homeowners document valuables, and learn how to better secure their properties against possible theft. With trained law enforcement expertise on staff our company can help businesses and homeowners protect their properties at a minimal cost.
By 
