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Executive Summary
Pure will change the way consumers clean their homes and businesses. Pure's focus on health and well-being combined with an environmentally conscious approach is both timely and sophisticated. As consumers search for a healthier alternative to their current lifestyle, Pure will be available to make the transition seamless. Pure will be the way of the future, providing a clean, pure environment, making our homes, businesses and the earth a safer place. Market research indicates a specific and growing need in the Charleston, SC area for these services.
Within the next 12 months, Pure intends to introduce itself to Charleston and begin to acquire market share to reach a minimum of 4% of the cleaning industry in the city. Pure will begin operation by providing services for residential homes and move into small hospitality businesses. Green Seal Certification will be essential to the growth of the organization and will be accomplished in the first year. Pure will reach 1.5 million in sales and will see an increase of 10% in the business clients and 2% in the residential client during the first year the service is introduced to the public.
Promotional Strategy
Pure's promotional strategy is engulfed in the communication of the service. We will be focusing on our core message of green service through print media, direct mailers, and eco seminars. We need to sell the service experience, not the basic service.
Pure will distribute introduction packets to all in the targeted area via mail, new home contractors, and real estate agents. The introduction packet is an amazing source of information and provides an exp ...