Do You Have a Simple Strategic Plan?
Most business owners I work with cringe at the mention of a business or strategic plan. It doesn't have to be so painful, really! A few simple steps and a basic outline will get you started.
The strategic plan after all is the road map to your success. Think of it like you would the training wheels on a two wheeler. You just know you can do it and eventually ride that bike without them. But in the beginning (and especially in the beginning), you need them to guide you to your goal of riding all by yourself. So here's a very simple 4 step outline to get your plan started:
- Who is your Target Market? It's necessary for you to know to whom you will be selling your services before you begin the rest of the steps. You may have several segments of the population that you want to target, but it is important to identify the key demographics of the main base to whom you are promoting your business.
- What is your Mission? What are you selling to this target? Are you selling services that appeal to a higher income prospect? Are you appealing to the moderate income level prospects or are you planning to achieve volume business with lower prices attracting prospects of lesser income. Know what your mission is and what you are selling.
- What is your Pricing Structure? Will you charge higher prices than the competition and if so, how will you add value that will support a higher price? Will you be charging whatever you can get in your market? Or will you promote discounts, specials and sales as a permanent pricing structure. Your pricing strategy must fit the demographics of your area in order to be successful.
- What Marketing will you use to get to your target? Match the marketing and advertising to the prospects and demographics of your target. If you are appealing to a higher end prospect, you would not put advertising on tray liners at a fast food restaurant. You would choose outlets such as Chamber of Commerce Directories, country club advertisements, local community charitable organizations. Direct your marketing efforts to reach your target clients.
By chasing business without a target in mind you will waste money and time. Having a plan defines your direction and eliminates spinning your wheels running after prospects who don't meet your target criteria and who probably aren't interested in doing business with you.
Take the time to work on these simple 4 steps and you will see the rewards of your planning quickly.
Sharon L. Cowan, CBSE is the former CEO of a multimillion dollar regional commercial and residential12cleaning company. A 25 year veteran of the industry, Sharon is a popular speaker and workshop leader. She has been a guest speaker and seminar leader for BSCAI and ARCSI and a two time award winner from the BSCAI. Sharon holds workshops throughout the country for cleaning business owners. She is a designated Industry Expert for The Janitorial Store and has written industry eBooks and white papers. Sharon conducts seminars for Jon Don Stores, is on staff at Indian River State College and a Board member for Cleaning For A Reason. Sharon can be reached at 772-563-7320 or www.cleaningbusinessconsultinggroup.com
