clean freak
TRANSCRIPT
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CLOTH WASHING SERVICES
Clean Freak-your smartness, our Pride
Compiled By: Grishma Chedda
Apoorva Kedia-419
Nidhi Narsaria-430
Akshay Saraf -442
Rahul Totla
DIVISION D
The word laundry means the removal of stains, washing and finishing (ironing and
finishing) storage of all types of clothes and articles
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Reasons for laundering clothes
1. To remove perspiration which if not removed may damage the garment.
2. To remove dirt and grease which may discolour the garment or cause them to
smell.
3. Launder clothes for hygienic purposes. Dirty clothes may carry germs which
bring about diseases e.g. skin diseases.
4. Well laundered clothes maintain their color better
5. Garment which are frequently and properly laundered last longer becau
perspiration is not given time to damage fibers.
6. Laundered and well ironed clothes stay clean for a longer period as dust does not
stick on the smooth surfaces.
7. By ironing clothes, insects and germs which get on to the clothes as they dry are
killed
8. To give clothes good a shape and to make them look as new as possible.
The process of laundry ensures the care of clothes and other items made of textile fibers
of different types. For efficiency in laundry work, the basic equipment apparatus and
appropriate cleaning aids are essential. Equipment and aids have continually been
developed to make laundry work easier and more enjoyable. Despite the presence of this
equipment, there is needed to understand the properties of the fabrics in common use to
facilitate the choice of methods for the general care of clothes.
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Introduction
Clean Freak is a concept of Cleaning Services available to individuals and
families, including dry cleaning and laundry. Clean Touch intends to offer affordable
"luxury" cleaning to all. Quality is made available to everybody. Clean Freak is the best
service provider. The core business is the cleaning of clothes. Our professional team is
taking care of each item with a great respect. Removal of the spots, small repairs, high
quality finishing are some of the features that make Clean Freak different.
Situation Analysis
Clean Freak service is entering its first year as a start-up business. The idea has been well
received and marketing will be critical to the success of the business. Clean Freak offers a
clean, convenient laundry facility for those that do their own laundry, as well as those in
need of optional services. It will lure customers in with excellent customer service,
membership and discount facility, a pick and drop service of clothes.
Market Summary
We have captured good information about the market and know a fair amount about the
target customers. To determine the actual demand for the service a market research
survey. We see many people are interested and have great demand for the offering we are
going to deliver through our laundry service. The services are given by other companies
are not as good as people demand. The facilities offered to customers like picking the
clothes from home and deliver it back to homes as well as optional services such as full
service washing, alteration of clothes and 24 hours clean box service, very affordable
prices and also guarantee of usage of very good washing material are highly admired
from the respondents. CFs market information will be used to better understand who is
served, their specific needs, and how CF can better communicate with them.
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Market TrendThe market trends are
Now a days people become more conscious about their dressing and they wanttheir self more prominent due to their clean and shining clothes.
Media has also performing a very clear role in the dressing sensitivity of the
people.
Now the large numbers of people are doing jobs and they are professional so their
executive environment demands that they should dress up mannerly.
Technology has driven down the costs of equipment that offer technological
efficiencies.
Using technology reduces the dependence on human labor.
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7 PS of Services Marketing
1. PRODUCT
CLEAN FREAK
CONCEPT 1:
Product and Services:
Dealing with all type of laundry works and cleaning
Types of wash:
Dry cleaning
Wet cleaning
Dyeing
Hand Wash
Machine Wash
Wash to InstructionsOther Services:
Repairing
Ironing
Starch
Have :
Machine wash and Steam iron.
Washing all types of clothes.
Timing:
Morning 6.00 am to evening 11.00pm.
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Delivery services and and timings:
Free Pick-up and drop service.
Normal wash:
Maximum 6hours
Urgent wash:
Within 2 hours or free, with a premium of rupees 100 per order that is urgent
apart from the regular costs are applicable.
USP Of Our Service
Easy to Use Scheduling System and Services
Incredible Convenience
FREE Pick-up & Delivery
Monthly Cost-Saving Specials
Guaranteed Reliability
Newsletters with Tips on Fabric Care
Dry Cleaning
Incase of the pick up and delivery service, we plan to have a pick up from the houses of
all the customers from 12 in the afternoon to 2 in the evening. We will set up a small box
on each floor where our customers are located and provide them with a laundry bag, in
which they can put their clothes and put it inside the box. Our person will collect the bags
and take it to our location where we will carry on the process. He bags will reach back to
the customers between 6-8 in the evening.
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We will provide a different colored bag in case the person wants to get the product dry
cleaned or dyed or repaired. In that case we will contact the customer to ask him or her
for the color, which she can choose from the color chart that we will be providing to them
initially.
Another advantage of our service is that the people who are working or the students, they
can make the best use of it. As they are very busy with their work and studies they often
find it difficult to give and take clothes. But in this case we have overcome this problem
and will be able o service this need of theirs.
WashingClothes
Ironing
Free Pick up andDelivery
Urgent
Service
Repair
Services
Wet
Cleaning
Starch
Hand Washing
Dry
cleaning
SUPPLEMENTARYSERVICES
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CLEAN FREAK COMPARISON WITH OTHER OPTIONS
Clean Freak plans
Other Branded Laundry
ServicesDhobi
Clean Freak Services will have
a set up of around 500 sq feet at
strategic locations in Pune :
Low Rental
Good Reach
Need at least 300 sq. ft store
front with high rentals
No ability to move it customer
demand not as per
expectations.
No Retail outlet Trust
becomes as issue, as
customer doesnt know
where to go if there is a
delay/ misplacement of
clothes.
2-6 hours delivery time due
Completely Self-contained
booth
The washing, drying and ironing
facilities are all provided, thusmaking it completely self-
sufficient while still having a
very small footprint.
2-3 days for delivery due to
Centralized Laundry washing
The laundry collected is sent to
a centralized place involvinglogistics costs and delay.
Clothes collected and
washed centrally.
High-quality washing and water.
We use high-quality detergents
such as Ariel for all the washing
and potable water used is for
washing. The customers can see
No guarantees
As the centralized cleaning
facility is used, there is no
guarantee on the kind of
detergents & water used and
cleaning conditions. Thus,
exposing customers to
Cheap detergents and
non-potable water used.
Further, the dhobis beat
the clothes which damage
them further.
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the washing & ingredients being
used, thus building trust on the
quality of wash.potential hygiene risks.
Set up in an area where there is
ample of water supply.
No such technology
Not required
They use river water or
any available type of
water.
Drying facility in-built the
which gives 100% drying.No such facility.
Sun-drying in unhygienic
places
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PRICE
1. Double-digit growth for the first three years.
2. Reduce overhead by 3% per year.
3. Holding spending, as a percentage of revenues, at a steady level.
The cost for the various types of clothes is as under :
S.no. MEN RATES WOMEN RATES
1 Suit(3pcs) 230 Duppatta(cotton) 15
2 Suit(2pcs) 200 Duppatta(silky) 25
3 Coat 100 Duppatta(kamdar) 20
4 Jackets 90 Shawl 505 Leather Jackets 150 Lehenga(banarsi/kamdar) 130
6
Leather Jackets(with
polish) 300 Saree 150
7 Trouser/Pants 25 Ghagra(banarsi/kamdar) 125
8 Shirt(cotton) 25 Blouse(silk) 30
9 Shirt(silk) 30 Shalwar suit(cotton) 35
10 Shirt(linen) 35 Shalwar suit(silky) 60
11 Over coat 100 Shalwar suit(kamdar) 50
12 Tie 25
13 Track suit(2 pcs.) 6014 Sherwani 175
15 Waist coat 60
16 Handkerchief 5
17 Under garments(per piece) 10
Curtains rates
short 70
medium 135large 175
S.no. Linens Rates
1 Blanket(double) 250
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2 Blanket(single) 175
3 Bed sheet(double) 40
4 Bed sheet(single) 25
5 Bed cover 45
6 Quilt(double) 140
7 Quilt(single) 1608 Table cloth(large) 20
9 Table cloth(small) 30
10 Napkin 10
11 Pillow cover 10
12 Sofa cover 40
13 Car seat cover 40
14 Towel 10
Carpets(Rs./Sq.ft) 3.5
Children(up to 12 years) half
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Financials:
Finance is the back bone of every business. There is no business without the finance and
usage of finance in efficiently manners is also very important because this is the thing if
we do not use properly we are just flop. So keeping this into our mind we planned our
usage of resources very carefully and also got help from some experts to tell us the right
allocation of our resources. On the other hand on the basis of our cost we set our prices
and service fee so this section is planned very carefully so that we can also fulfill the
target of profit we want to get back from our precious investment.
In fee determination the following factors playing important role.
Building Rent
Furnishing of Shops
Machine Cost
Maintenance Cost
Gas & Electricity
Laundry Supplies
Delivery and Collection Expenses
Packing Expenses
Staff expenses / Salary
These are the major Price determinants.
The Initial Investment is as under :
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Initial Investment
Particulars No. Cost/unit Total
Monthly rent of place in
pune(advance) 5 20000 100000Machinery cost 15 100000 1500000
Bikes(on installment) 5 5000 25000
Furnishing 5 20000 100000
Security Deposit 5 70000 350000
TOTAL 2535000
Our working capital requirement will be as explained under :-
Working Capital
Particulars No. Cost/unit Total
Maintainence cost of
machine 15 1500 22500
Electricity bills 5 20000 100000
Bikes Installment 5 1500 7500
Fuel charges 5 700 3500
Packing of clothes 5 5000 25000
Staff salaries 20 3000 60000
Rent/month 5 20000 100000Cleaning material 5 10000 50000
Water charges 5 5000 25000
TOTAL 66700 393500
Cost/shop 78700
Our expected revenues would be on daily basis :
Particulars
No. of
pieces Cost/piece TotalSaree 3 150 450
Suit(3pcs) 2 230 460
Suit(2pcs) 2 200 400
Shirt(cotton) 15 25 375
Shirt(silk) 6 30 180
Shirt(linen) 14 35 490
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Trouser/Pants 20 25 500
Shalwar
suit(cotton) 4 35 140
Track suit(2 pcs.) 3 60 180
Shalwar
suit(silky) 3 60 180
Total 3355
Thus we get following data on monthly and yearly basis :
Minimum expected
revenue/day/shop 3355
Minimum expected
revenue/month/shop 100650
Total revenue/month 503250
Yearly revenue 6039000
(Turnover)
Our Profit and Loss for the year would be as follows :
Sales 6039000
Less: Variable cost 4722000
Contribution 1317000
Less: Fixed cost 507000
PBT 810000
PAT @ 70% 567000
We assume a growth rate of 5% on yearly basis.
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PLACE
We have researched the market for "door2door personal laundry services" and the results
leave no doubt about the market opportunities. There is a growing demographic
population of students and working people with so much to do and so little time. Their
activity-based life style leaves less time for household chores. A reliable door to door, no
hassle service is a very welcome and valuable option. In fact, a convenient delivery and
collection service, for laundry and dry cleaning, has never been made available to these
"on-the move" high potential customers. We have decided to launch our services in Pune,
where we have targeted certain locations (Aundh, Pimple Saudagar, Wakad, Magarpatta,
Koregaon Park, Chinchwad) which are industrial and educational hub. Apart from these
locations, our target destinations would also be IIMs , IITs and other campuses where
colleges offer residential programs. We selected these areas very carefully so that we can
cover this huge populated city and get maximum market can share through easy access to
our customers. Here we are planning to have tie ups with the institutions where we will
have an automated machines ofCLEAN FREAKin the space allotted to us in the campus
wherein we will be working in two shifts i.e. at noon and around 6.00p.m. The students
will be informed that our employees would be coming twice in a day and they are
supposed to drop their dirty clothes in the laundry bag kept near the machine. The clothes
given at noon will be returned in the evening at 6.00 pm and the clothes given in theevening will be returned next day in the afternoon.
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ADVERTISING AND SALES PROMOTION
In this case we need to consider our target market, when we go for advertising and sales
promotion.
The different advertising tools we will be using in this case are:
Print media: Inserts in the news paper. All the people we are targeting will be
reading news papers and thus this advertisement as news paper inserts will really
help us in creating awareness about the product.
Banners: We are also using banners for advertisement because it has
low price and can make attentive our services on the roads
22
and squares. The banners we are using having a size of 3
meter x 6 meter each.
Hoardings: We will make use of hoardings around the corporate offices and
around residential areas. We will also make it a point to have a hoarding around
colleges like symbiosis, where a large number of students stay in hostels.
Radio: We will have announcements on the radio about our product being
launched.
1. We will have 3 slots in the morning from Monday to Saturdays.
2. We will also have evening slots in the evening whenthe office hours get
over and the college too is done. That will be from around 5.00 pm to 8.00
pm. We will have 3 slots during that period too.
Pamphlets: We will also distribute pamphlets to the homes,offices and the hostels of the universities and also some privates hostels. Through
this source we can easily show the benefit and create awareness about our very
advance and beneficiary service. For this purpose we will hire some people and
make it sure
that they are delivering pamphlets to the exect locations.
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SALES PROMOTION
We will also be using sales promotion to increase turnover:
Bulk Discount:
Discount:
1. Sales above rupees Rs 500 we will offer a discount of 5% on the total amount.
2. Sales above rupees Rs 1000 , we will offer a discount of 8 %.
Free Coupons: We will be distributing coupons in malls and near offices, college in
order to make people try out our service
Promorional budget for each year
Particulars Amount in Rs
Pamphlets 25,000.00
Out Door Media 160,000.00
Banners 100,000.00
Radio 1,50,000
Sales promotion 25,000
Total 460000
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PRINT ADVERTISEMENT
Before:
NOW:
GIVE IT TO CLEAN FREAK , ITS OUR JOB
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PEOPLE
Doing Good enabling sustainable livelihoods:
We believe in the ensuring that all our employees share in the growth of our company we ensure that our employees see the clear benefits of working with CLEAN FREAK
Laundry Services. These benefits include:
(a) Skill development Most of the front-end staff that we recruit are under-skilled/ un-
skilled, having minimal/ no formal education or training. On joining, we give 7-days
training to each of them which includes both operational training on process for good
quality washing and personal grooming, communication, customer marketing. So at the
end of the training, the person has the skills to work in a more professional manner.
(b) Financial security There is a direct correlation between business performance and
employees salary, our front-end staff salaries have no ceiling - higher the business, more
is their monthly salary
(c) Personal each of our front-end staff is provided with Personal accident insurance
cover free of cost, also they will get motorbikes so that they can travel in relative comfort
to & from their place of work
GROWTH OPPORTUNITY IN THE ORGANIZATION.
Promoting from within from operator to manager
Along with the benefits we also actively look to promote from within our organization.
The aim is to reward our best performers with higher responsibility and salaries. Further,
this also gives the front-end staff the confidence that unlike in other organizations, at
CLEAN FREAKlaundry Services, they have an opportunity to become managers and
that theres no glass ceiling in the organization.
Our employee will be initially appointed as the operator who will be provided training of
7 days which includes both operational training on process for good quality washing and
personal grooming, communication, customer marketing. Because of this training they
will be able to work in a more professional manner.
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After having the complete knowledge about the operational part, we will send them for
on-field job. The only purpose of sending the employees for on-field job is customer
building and customer retention. Customer building and customer retention is possible
only when the employees start building rapport with the customers and customer start
developing trust on the employees. The customers are rest assured that they are giving
their clothes in the safe hand and that the employee wouldnt lose or damage their
clothes.
Operational work and customer building is not the end of the employees growth in our
organization. He will be promoted as the area manager to oversee different locations in
the vicinity and will also be given increment in the salary. So from an operator, he will
now become a manager, who handles and teaches other people on how to run the
business and will set an example for other operators.
The employees will be working in two shifts i.e. one from 6.00 am to 2.30pm and other
from 2.30 pm to 11.00 pm. There will be two shifts because we are working for around
17 hrs.
All the employees wont be given holiday on the same day because we cannot keep our
organization close for the entire day, so all the employees will be given different days as
weekly off.
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PHYSICAL EVIDENCE
Customer in a service sector attempt to take cues about the service providers capabilities
and the quality of service offered from physical evidence. Physical Evidence is the
material part of a service. Strictly speaking there are no physical attribute, so consumer
tends to rely on material cues. The major elements of physical evidence includes the
physical environment, the modes and content of communication, service personnel the
tangible elements accompany the service and the brand. There are many examples of
physical evidence.
Packaging: It is the way how we pack our ironed clothes and give it to the customers. All
the heavy clothes would be packed with paper between each fold so that the ironing
doesnt get spoiled.
Paper work: Monthly bills will be provided to our creditors and also the account of the
same will be maintained. For one time customers, individual bills will be given. Different
brochures have been published so as to acquire new customers.
Uniform: Our employees will be given two pairs of uniforms each year. According to the
policy of our organization, each employee has to wear the uniform during the working
hours.
Furnishing: We operate in clean surroundings. We keep our premises free of dust, dirt orany other materials that may sully the clients' clothes. We also do not allow smoking so
that the items retain its fragrance from the wash.
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In
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The Service Process of Laundry Services:
The process begins with the customer placing the service request, over the phone,
for the collection of the linen from his residence. Here the details about the
customer are recorded and queries, if any, are attended to by the Executive.
Based on the service request, the van arrives at the customers residence & the
delivery boy visits the house. This is the first face to face with the customer.
The delivery boy now collects the linen by tagging the garments & placing them
in the collection bags. He also gives the customer an acknowledgement receipt.
These collection bags are then brought to the laundry where the actual process
starts
o First, the clothes are sorted based on parameters like colour i.e. whites,
light coloured & dark coloured.
o Treatment is applied on the areas with stains/ dirt (such as collars)
o The linen is then soaked in water along with the detergent. The duration is
usually 30 minutes to 1 hour.
o This is followed by washing of the linen in a high-performance washing
machine.
o They are then placed in the dryer for 45 to 60 mins
o They are then taken out and some those not needing ironing are folded are
the rest of the linen is sent for ironing.
o Lastly, the linen is packed in plastic bags and are then ready for delivery
The Invoice is prepared and sent to the customer along with the delivery of the
linen
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The process ends with the delivery of the linen to the customer and the collection
of payment from them.
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PRODUCTIVITY AND QUALITY
We at CLEAN FREAKlaundry services make sure that the customers items are treated in
the best way possible. We consider client satisfaction and trust as one of our most
important motives.
We give our customers surety that once they hand over the clothes to our employees, they
are in the safe hands and wont hamper the quality of their clothes. Maintaining the
quality of the clothes is what we believe in along with timely delivery of the clothes to
the customers.
One of the things that give us competitive advantage over others is delivering the clothes
to our customers at their convenience. Being pick and drop providing services, we
usually drop clothes at a fixed time but there are certain customers who are working till
late in the evening so as per their convenience we will go and drop their clothes at
specified time.
Our USP being ON TIME delivery and delivering WITHIN 120 minutes for the clothes
needed on an URGENT basis, we assure the customers to deliver it before time without
giving up the safety and quality factor.
Quality is one of the concerns the customer has while handling over their clothes to theservice provider. But at CLEAN FREAK, there is no need for the customers to worry
about the quality of their clothes. Quality is given due importance at CLEAN FREAK.
At CLEAN FREAKwe believe in following things:
Preserving fabric quality. We classify the different items that the the customers give us
so that each are washed in its proper setting. For example, silks are washed differently
from lyocells. This kind of handling is necessary to ensure that all the items are kept in
good condition. It is also a very good method to make sure that fabrics will last longer
and look its best.
Proper handling of items. Laundry services with good standards operate in clean
surroundings. We keep our premises free of dust, dirt or any other materials that may
sully the clients' clothes. We also do not allow smoking so that the items retain its
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fragrance from the wash. Additionally, quality laundry service is done by trained
personnel who take all the necessary steps to care of the clients' items.
Be efficient and timely. Time translates to resources, and the sooner the items are
returned to the clients the better. A good launderette can perform its washing services at a
minimum of three hours per visit. We do the job as soon as possible for the convenience
of the client and also to get more jobs done, a mark of a serious business. We provide
same-day collection and return services to even bulky items like rugs and carpets.
Competitive rates. All clients want services that are worth what they are paying. Some
launderettes may offer services at a cheap price but have a shoddy output. But on the
other hand, high price may not always mean quality service. So what the customers
would like to look for is a launderette that gives quality service at the minimum price and
we at CLEAN FREAKbelieve in providing quality service at minimum price.
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SWOT ANALYSIS
Strengths:
Free pick up and delivery
Better accountability
Reliability
Quick Service
Service timings from 6 am- 11pm, 9 pm being the last call being taken.
Hygiene
Use of quality products
Weaknesses:
Cost a little higher as compare to the dhobis.
We have no walk-in services available
We are new entrants in the field and do not have a brand name to back us.
Opportunity:
We have a lot of scope for expanision as we are starting off only with Pune, wecan target all the metros and other tier two cities.
We can have a walk in facility at our store.
In case of the self service concept we can have a pick up and drop for the students
too.
Threats:
The concept of pick up and delivery will soon be copied by the other laundries.