1. business and industrial
2. advertising and marketing
3. marketing

Confidentiality Agreement
The undersigned reader ac knowledges that the information provided by _______________ in this
marketing plan is confidential; therefore, reader agrees not to disc lose it without the express written
permission of _______________.
It is ac knowledged by reader that information to be furnished in this marketing plan is in all
respec ts confidential in nature, other than information which is in the public domain through other
means and that any disc losure or use of same by reader, may cause serious harm or damage to
_______________.
Upon request, this document is to be immediately returned to _______________.
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
This is a marketing plan. It does not imply an offering of securities.
Copyright 2008 Palo Alto Software
www.paloalto.com
Page 2
Table of Contents
1.0
2.0
3.0
4.0
5.0
6.0
7.0
Marketing Vision......................................................................................................................................1
Ideal Customer ........................................................................................................................................1
Remarkable Difference ...........................................................................................................................2
Product/Service Innovation .....................................................................................................................2
Lead Generation Plan .............................................................................................................................2
Lead Conversion Plan.............................................................................................................................3
Service Experience .................................................................................................................................3
7.1 Loyalty Product/Service Offerings .................................................................................................3
8.0 Critical Numbers ......................................................................................................................................3
8.1 Sales Forecast ..............................................................................................................................4
8.2 Marketing Expense Budget ............................................................................................................6
8.3 Key Marketing Metrics ...................................................................................................................8
Copyright 2008 Palo Alto Software
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1.0 Marketing Vision
Business Goals
Increase revenue by 50%
Hire admin staff
Launch franchise program
Purpose - We want to be known as the company that takes the work out of and puts the fun
and passion into a chore most everyone hates.
Visual - We have 10 trucks out in the neighborhoods working at full capacity and our 10th
franchisee just signed up. Our window cleaning products can be found online and in every
groc ery and hardware chain in America.
Table: Gap Dashboard
Gap Dashboard
Business
Revenue increase
Cleaning crew truck purchases
Tactical
New admin staff hours/week
Other
Strategic
Franchises launched
Other
FY 2009
FY 2010
FY 2011
$1,230,390
2
$1,312,000
2
$1,353,000
3
215
0
2,000
0
2,400
0
0
0
0
0
1
0
2.0 Ideal Customer
Our ideal customer is a homeowner in one of about 15 ZIP codes with the home value and
income to afford to have their windows cleaned at least twice a year. In most cases these are
professionals who are either too busy to do home maintenance or prefer to use their free time to
entertain or travel.
Caring about cleanliness is a must. While there is a status feeling attac hed to our service, the
primary driving force is a need to have things clean. One look inside a prospec t's car can offer
clues about this force.
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3.0 Remarkable Difference
Our difference is rooted in a passion for doing this work. We make our own cleaning solution,
sell it in groc ery markets and our technicians are the friendliest, most trustworthy folks we can
attrac t.
We really take professionalism to new heights for our industry and make clean-up after the
work as important as the work itself.
Our core message speaks volumes - "Your Pane is Our Passion."
4.0 Product/Service Innovation
Our biggest innovation is that we do sell our cleaning products in stores - leading to a brand
name for our services - and direc tly to our customers when we clean their windows. This leads
to significant loyalty and referral as well as ac ting as a nice profit center.
5.0 Lead Generation Plan
Advertising
Trucks, job site signs, neighborhood flyers
Public Relations
Church cleaning, non-profit cleaning - clean church windows to let the holy spirit shine through and get referrals from congregation.
Product plac ement - give away product to influencer - real estate agents
Referrals
Top remodeling and new home contrac tors - we clean homeowners' windows at a deep
disc ount first time to ac quire them as a customer.
Neighboring home coupons - When we clean a home we pass out coupons to neighbors.
Gift certificate mailing to existing customers - they pass the gift cleaning certificates on and
earn gift cleaning bucks.
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6.0 Lead Conversion Plan
Our lead conversion plan is that all calls are funneled to one appointment maker who is also a
sales associate. Our incoming calls are sc heduled and educated on what to expec t - we know
current customers from our CRM database and can sc hedule and network based on notes (our
techs get the kids and pet names in conversation and we mention them). We always offer
product.
All customers are put on a 3-month call bac k sc hedule to remind them that it is time to re- clean.
We send out quarterly newsletters that offer gift coupons to give away or use on their own
homes.
7.0 Service Experience
Our service experience is:
1. Lead technician greets the homeowner and goes over the plan for the home
2. Lead disc usses our proc ess briefly and assigns teams to work - all team members are
dressed in branded work attire
3. Work is started by first setting up and staging any interior areas to protect work areas
4. Lead offers progress update if all-day job
5. Lead offers to tour completed work to assure satisfac tion
6. Lead offers invoice with special referral offer
7. Follow-up call from home office two days after completion
7.1 Loyalty Product/Service Offerings
Our primary loyalty and WOW tools are our:
1.
2.
3.
4.
Professionalism compared to the industry
Cleaning and education proc ess
Clean-up after the job proc ess
Follow-up before and after the cleaning
8.0 Critical Numbers
All leads, sales and referral come through our central sales office. Our marketing department
will trac k PR mentions and each customer will be offered the option to create a testimonial during
their follow-up calls.
Copyright 2008 Palo Alto Software
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8.1 Sales Forecast
We have projec ted sales growth which reflec ts the seasonal nature of our business.
Table: Sales Forecast
Sales Forecast
Sales
Residential cleaning
Commercial cleaning
Product
Franchise Fees
Total Sales
Direct Cost of Sales
Labor
Product used in cleaning
Direct costs for Product Sales
Subtotal Direct Cost of Sales
Copyright 2008 Palo Alto Software
FY 2009
FY 2010
FY 2011
$1,080,320
$120,345
$29,725
$0
$1,230,390
$1,135,000
$142,000
$35,000
$0
$1,312,000
$1,152,000
$151,000
$40,000
$10,000
$1,353,000
FY 2009
$600,333
$24,013
$14,268
$638,614
FY 2010
$638,500
$25,540
$16,800
$680,840
FY 2011
$651,500
$26,060
$19,200
$696,760
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8.2 Marketing Expense Budget
Expenses are up a bit due to increased labor costs.
Table: Marketing Expense Budget
Marketing Expense Budget
FY 2009
FY 2010
FY 2011
Advertising
Sales
Fixed
$32,400
$42,000
$18,000
-----------$92,400
7.51%
$0
$0
$0
-----------$0
0.00%
$0
$0
$0
-----------$0
0.00%
Total Sales and Marketing Expenses
Percent of Sales
Copyright 2008 Palo Alto Software
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8.3 Key Marketing Metrics
Our lead generation and conversion efforts will be affected by seasonal sales, but overall we
projec t increases over the year as we make our outreach and CRM efforts more systematic.
Table: Key Marketing Metrics
Key Marketing Metrics
Revenue
Leads
Leads Converted
Avg. Transactions/Customer
Avg. $/Customer
Referrals
PR Mentions
Testimonials
Other
Copyright 2008 Palo Alto Software
FY 2009
$1,230,390
1,500
28.75%
2
$1,500
120
24
12
0
FY 2010
$1,312,000
1,750
35.00%
2
$1,550
150
26
15
0
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FY 2011
$1,353,000
2,000
38.00%
2
$1,600
175
30
20
0
Page 8
Appendix
Table: Sales Forecast
Sales Forecast
Sales
Residential cleaning
Commercial cleaning
Product
Franchise Fees
Total Sales
Direct Cost of Sales
Labor
Product used in cleaning
Direct costs for Product Sales
Subtotal Direct Cost of Sales
Copyright 2008 Palo Alto Software
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
0%
$176,780
$165,440
$151,085
$60,155
$42,435
$11,800
$2,385
$2,955
$19,100
$65,900
$177,000
$205,285
0%
0%
0%
$14,600
$4,600
$0
$16,500
$4,000
$0
$14,200
$1,900
$0
$10,500
$1,200
$0
$1,900
$600
$0
$300
$100
$0
$160
$100
$0
$300
$125
$0
$3,885
$3,300
$0
$10,600
$4,200
$0
$15,400
$4,600
$0
$32,000
$5,000
$0
$195,980
$185,940
$167,185
$71,855
$44,935
$12,200
$2,645
$3,380
$26,285
$80,700
$197,000
$242,285
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
$95,690
$3,828
$2,208
$101,726
$90,970
$3,639
$1,920
$96,529
$82,643
$3,306
$912
$86,860
$35,328
$1,413
$576
$37,317
$22,168
$887
$288
$23,342
$6,050
$242
$48
$6,340
$1,273
$51
$48
$1,371
$1,628
$65
$60
$1,753
$11,493
$460
$1,584
$13,536
$38,250
$1,530
$2,016
$41,796
$96,200
$3,848
$2,208
$102,256
$118,643
$4,746
$2,400
$125,788
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Page 1
Appendix
Table: Marketing Expense Budget
Marketing Expense Budget
Advertising
Sales
Fix ed
Total Sales and Marketing Expenses
Percent of Sales
Copyright 2008 Palo Alto Software
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
$2,700
$3,500
$1,500
-----------$7,700
3.93%
-----------$7,700
4.14%
-----------$7,700
4.61%
-----------$7,700
10.72%
-----------$7,700
17.14%
-----------$7,700
63.11%
-----------$7,700
291.12%
-----------$7,700
227.81%
-----------$7,700
29.29%
-----------$7,700
9.54%
-----------$7,700
3.91%
-----------$7,700
3.18%
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Page 2
Appendix
Table: Key Marketing Metrics
Key Marketing Metrics
Revenue
Leads
Leads Converted
Avg. Transactions/Customer
Avg. $/Customer
Referrals
PR Mentions
Testimonials
Other
Copyright 2008 Palo Alto Software
Jul
$195,980
195
Aug
$185,940
185
Sep
$167,185
96
Oct
$71,855
54
Nov
$44,935
19
Dec
$12,200
10
Jan
$2,645
8
Feb
$3,380
58
Mar
$26,285
151
Apr
$80,700
199
May
$197,000
253
Jun
$242,285
272
24.00%
2
$1,500
26.00%
2
$1,500
27.00%
2
$1,500
27.00%
2
$1,500
28.00%
2
$1,500
28.00%
2
$1,500
29.00%
2
$1,500
30.00%
2
$1,500
30.00%
2
$1,500
31.00%
2
$1,500
32.00%
2
$1,500
33.00%
2
$1,500
13
2
1
0
15
2
1
0
4
2
1
0
2
2
1
0
2
2
1
0
2
2
1
0
2
2
1
0
8
2
1
0
13
2
1
0
15
2
1
0
21
2
1
0
23
2
1
0
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Page 3
Appendix
Table: Gap Dashboard
Gap Dashboard
Business
Revenue increase
Cleaning crew truck purchases
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
$195,980
$185,940
$167,185
$71,855
$44,935
$12,200
$2,645
$3,380
$26,285
$80,700
$197,000
$242,285
0
0
0
0
0
0
0
0
1
0
0
1
10
0
10
0
10
0
10
0
10
0
10
0
10
0
15
0
25
0
25
0
40
0
40
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Tactical
New admin staff hours/week
Other
Strategic
Franchises launched
Other
Copyright 2008 Palo Alto Software
www.paloalto.com
Page 4