By: Chris Hamner, Alexis Younginer, Lateisha Burney, Alex Mihai, Mariaha Sanborn

Objectives

Gross Margin 60% annually Within 3 years, gain 20% market share of homes

$500,000 and up Break Even in 2nd quarter Become the go-to management service on the

island Become the most sought after company for

design and installs Bypass Retail Channels Retain long term customers through customer

intimacy

Business Strategy

Focus Differentiation Strategy

Rationale: Cater to narrow market segment Focus on clusters of homes in selected

neighborhoods Word of mouth Referrals People buy from people not businesses Difficult for competition to imitate

Target Markets

Primary Market: $500,000 Focus on gated communities Many homes are seasonal

Secondary Market: $850,000 Focus on gated communities Main expertise will be yard enhancements

Positioning Statement

The most innovative developer of distinctive landscapes for the luxury homeowner

USP

A Cut Above

Differentiation(Products) Use of only Empire Zoysia turf Use of hybrid plants Use of top quality fertilizer Use of decorative rocks/man-made shells to

enhance yard Waterfalls/water streams with special LED lighting Solar lighting to enhance the yard at night Deciduous Trees

Differentiation(Services) Advanced knowledge of ideal Lowcountry plants Know the in’s and out’s of effective irrigation Service provided is within the customer’s budget High creativity on yard transformations Possessing a Chem-Lawn specialist User friendly web-site so customer can oversee their

enhancements/bills/ Employees are always meticulous in yard

enhancements as well as maintenance Follow up with customers face-to-face Rewards programs for loyal customers Professional dress Immaculate machinery

Pricing Strategy/Product Mix

PricingSilver (basic service)

$185/month

Gold (with fertilizer)

$225/month

Platinum (fertilizer + chem. Treatment)

$250/month

Media Mix• TV• Newspaper• Email marketing• Event marketing• Internet• Plantation Magazines

Campaign Timeline

  Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.Radio                        

Television                        Mobile                        Email                        Mail                        

Social Network

                       

Magazines                        Billboards                        

Newspapers                        

Edge Landscaping

Call now for a free quote!! 843/EDG-YARD

Edge Landscaping Your business, our craftsmanship Call to set up an

appointment: 843/EDG-YARD

Product Total Sales Gross ProfitCut Above• Silver• Gold• PlatinumUpper Edge-Design and install• A-Major

Projects• B-

Transformations

New PlantingsWeed out• B-Lawn &

ShrubsFreshen-up ServiceSeasonal Accenting Model HomeGross Margin

Sales (Year-End)

Cut Above (Management) Silver = 35 Gold = 98 Platinum = 25

Upper Edge = 12 projects, 46 transformations New Plantings = 55 Weed Out = 110 Freshen-Up = 80 Seasonal Accents = 105 Model Homes = 9

Profitability Projections

Gross Sales = $956,903 Gross Profit = $573,994 Gross Margin = 60%

Summary

People Talent

Frank Elliot (Site Design) Landscaping Architect with site design,

specifications, items purchases, and quality control. Bill Malphrus COO

Operations Supervisor but retired from Chem-Lawn where he was Regional Operations Director.

Company will do Internships and training programs SCAD

Dynamic Programs

Edge training program Cross training Certifications

Edge benefit program PT0- paid time off Invest in 401k program Exclusive medical and dental insurance

Referrals and reward programs Refer future customers and receive upgrades on

management services or discount on freshen up services.

Pay-for-Performance Systems Piece- Work for “management crews” (not by the

hour). Job classification by type of work. (Design and

Install) Health benefits (group rates) Retirement Program 401K

Multiplier Effect

Customer referrals Referring friends

Engage in joint ventures Ex. partner with fencing company

Teach classes at local nurseries Model homes

Accelerated Growth

Gain alliances and further network Execute strategic financial decisions Balance projects Work to retain loyal customer base Become expert amongst competition Have motivated management team