Jan-Pro’s mission is to be the commercial cleaning company of choice for customers and potential franchisees. We will treat our clients as we treat each other: with respect, integrity and honesty. We will strive to maintain an atmosphere of education and innovation within our organization.
SWOT Analysis
Strengths:
• #1 commercial cleaning franchise
• Over 10,000 franchisees
• Well designed training program
• Eco-friendly
Weaknesses:
•Labor intensive
•Hard to maintain franchise loyalty
•Business model can be copied easily
Opportunities:
•Increasing GDP
•Growing ecological awareness
•Emerging markets
•Technological innovations for faster work
Threats:
•Market entry barrier is low
•Change in economical conditions
•No switch cost for substitute services
Target Market
Primary Target: Businesses (Automotive Dealerships, Banks, Medical Centers, Business Offices, Government, Fitness Centers, Retail, Financial Institutions, Restaurants, etc.)
Secondary Target: Hotels, Homes (Not currently but depending on expansion strategies, hotels and homes can be a secondary target)
Value Proposition
"JAN-PRO Sets Standards in Commercial Cleaning"
JAN-PRO’s Signature Clean® process defines our commitment to quality commercial cleaning. Our franchise owners undergo an intensive 5-week JAN-PRO brand standards certification program that reinforces OSHA safety requirements and methods of cleaning to improve efficiency and air quality. Plus, we back up our cleaning with the strongest guarantee in the industry: We will respond to and promptly resolve any service issues within one business day. If we fail to meet this obligation, you get a complimentary cleaning.
JAN-PRO Tracker® System measures quality. Using a 50-point checklist for onsite inspections, our franchise support teams confirm that any service issues are addressed immediately. We conduct surveys after the initial visit and after 30-days, and do periodic visits to ensure your continued satisfaction.
Marketing Objective
• Increasing brand awareness
• Building brand equity
• Franchisee acquisition
• Customer acquisition
• Building brand equity
• Franchisee acquisition
• Customer acquisition
Marketing Plan
+ Website
UX Improvements:
1. Website has subdomains such as sandiego.jan-pro.com, carlsbad.jan-pro.com but you have to enter your zip code to go to the location based pages. Instead of using a manual entry method, website needs to be optimized for directing people to location optimized pages. Because customers like to get a service from a local company, also all the queries will be delivered to the right location.
2. Call to action method consists of only the phone number. People are more likely to send an email instead of giving a call, when they just want to ask some questions about the company and the services. A “contact us” call to action method should be added.
+ SEO
+ Website
UX Improvements:
1. Website has subdomains such as sandiego.jan-pro.com, carlsbad.jan-pro.com but you have to enter your zip code to go to the location based pages. Instead of using a manual entry method, website needs to be optimized for directing people to location optimized pages. Because customers like to get a service from a local company, also all the queries will be delivered to the right location.
2. Call to action method consists of only the phone number. People are more likely to send an email instead of giving a call, when they just want to ask some questions about the company and the services. A “contact us” call to action method should be added.
+ SEO
Search Engine Ranking Position (SERP) for jan-pro.com:
Keyword -- Position
Commercial cleaning services -- 31 (3rd page)
Cleaning services San Diego - N/A
Janitorial franchise -- 5 (1st page)
• Auto redirecting to localized pages system is a mandatory requirement for the to be shown with the location keywords.
• SEO score is 69/100 (seositecheckup.com)
• Off-site SEO should be boosted with articles in new sites / higher pageranked sites. “prweb.com” is a good source for press releases and boosting SEO.
+ Social Media
Social media is a great way to build brand awareness.
• When we look at Facebook and Twitter pages of the company we see that total reach amount of the post is so low, so do engagement level.
• Posts should be organized to get attention of the people and discussions should be started by “company created fake profiles”.
• Complimentary groups should be created related to sanitary, hygiene /green hygiene products. People are more likely to involve in group pages rather than company pages. Companies can promote their services in these kind of groups.
+ Advertising Channels
• Online advertising (Both for end customers and franchise)
• E-mail marketing
• Brochures
• Billboards (Both for end customers and franchise)
• TV ads (Franchise)
• Radio commercials (Franchise)
All advertising channels should point to target market:
• Property management companies
• Business owners
• Administrative office workers
• Online advertising (Both for end customers and franchise)
• E-mail marketing
• Brochures
• Billboards (Both for end customers and franchise)
• TV ads (Franchise)
• Radio commercials (Franchise)
All advertising channels should point to target market:
• Property management companies
• Business owners
• Administrative office workers
+ Special Events
Fairs: This is the best way to reach target market. There are special franchise market fairs, this is also a good option for promoting the franchising operations.
Fairs: This is the best way to reach target market. There are special franchise market fairs, this is also a good option for promoting the franchising operations.
Regional Meetings: Franchisees should be collected in an hotel once a year or 6 months for training purpose and celebration. This helps building franchise loyalty and a good way of ear-to-ear spreading.
Activity Sponsorhips: Sponsorship of activities such as local businesses baseball league.
+ CRM
Customer relationship management is so important because it is the way of managing a company's interactions with current and future customers.
Current customers’ satisfaction level should be tracked and results of the surveys should be examined for giving better service which will lead references from them.
Promotions can be given such as “refer a company, get discount” and tracked via CRM system.
Potential customers’ list can be organized via CRM system and promotional materials, advertising materials can be delivered them via a well organized tracking system.
Customer relationship management is so important because it is the way of managing a company's interactions with current and future customers.
Current customers’ satisfaction level should be tracked and results of the surveys should be examined for giving better service which will lead references from them.
Promotions can be given such as “refer a company, get discount” and tracked via CRM system.
Potential customers’ list can be organized via CRM system and promotional materials, advertising materials can be delivered them via a well organized tracking system.
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Author
Burak T. Dogan
San Diego
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