BUSINESS PLAN

CLEAN MAID SERVICES

Entrepreneur Team Name SHWETA JHA 19 VIPIN NAIR 35 PRABHAT SAGAR 47 KARTIK SINGH 98 SAJAL BELEL - 62

VIVEKANAND EDUCATION SOCIETYS INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

1.0 Executive Summary Introduction Clean Maid Services (CMS) is a residential maid service company serving upper middle class and middle income families in Mumbai. We will be servicing the current age busy working couples, working women and housewives in middle and upper middle class families. In the busy world we live in today, people are so busy with their jobs and family that they don't want to spend their free time cleaning. And most don't have the time. So they are forced to hire outside help for cleaning. These targeted families will be willing to pay a price for our service because of the high level of professionalism and trustworthiness that we offer. Vision Vision is an aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future Vision of Clean Maid Services is to become a recognized and an organized brand in India, provide quality services and create an enriched employment for the whole CMS family.

Mission Mission statement is a sentence describing a company's function, markets and competitive advantages; a short written statement of your business goals and philosophies The mission of Clean Maid Services is to lend a helping hand to the customer in completing their household chores by providing an efficient workforce in a completely trustworthy and professional manner. Our services will exceed the expectations of our customers. Objectives It is an end that can be reasonably achieved within an expected timeframe and with available resources. They serve as the basis for policy and performance appraisals. Objectives of Clean Maid services are as under:

 Respect: Spread equality and provide dignity to our employee class Responsibility: Be accountable for rendering services that leave a happy mark. To be accountable for incorporating a sense of dignity in our employees. Reticulation: Distribute our services through an efficient network, and thereafter take ourselves from national to global level. Recognition: Develop a brand image so that CMS earns recognition and is commonly known as a premier maid service provider.

Keys to Success The key to success is making yourself as useful as possible to others. Thats it. Making yourself as useful as possible to others. Here we are stating certain pointers that will help others to realize the value they will get from us. By doing this we aim to attract more people to come to us. These new people will also realize the value they get from us and they will attract even more people to come to us. In this manner the virtuous will begin and CMS will now be on its way to success. With this principle in mind, we aim at increasing our usefulness to others. We do that in the manner stated below: Create an environment of employee empowerment from day one of operation to ensure that the employees feel self reliant and self sufficient and thus do their job efficiently. Pay attention to the needs of the clients and communicate this information effectively to our staff Listen to the needs of the needs of our staff and address them so as to inculcate a sense of belongingness amongst them Maintain professionalism and provide quality work Choose our employees well and train them effectively Provide services that exceed client expectations

Company Summary Clean Maid Services (CMS) will be opening its branches in two polish areas of Mumbai. One is going to be located at Chembur and the other one at Vashi. The reason for choosing these areas is because of the population residing here. These are sophisticated and upper middle class areas and so they would be willing to pay a premium for our services. CMS will offer a wide range of services to the residential client, from general room cleaning to child/pet disasters. We will be going after the upper end of the market, typically the affluent whose spouse does not have a full-time job but chooses to do other things with his/her time, or the two income family who chooses not to clean the home themselves. We will appoint administrative staff in these areas and they will be responsible for scheduling, estimates, training, inventory, ordering, payroll and customer care

management. To generate business, these employees will go from door to door to explain our service model. The business organizational type will be a private limited company with five owners being involved. There would six trainers in all (including groomers and language trainers) with two employees within the first 12 months. We would recruit sixty maids in both these areas and they would be covering jobs in that particular area. These sixty maids would include four head maids (two head maids per area). The head maids would be appointed based on their experience and the jobs they have done.

Company Ownership CMS will be a private limited company with the five partners being Prabhat Sagar, Vipin Nair, Shweta Jha, Kartik singh and Sajal Belel. The company would be registered with ROC. Start-up Summary Maid Services start-up costs include rent for office spaces of approx 200sq. ft, initial legal fees, registration fees of the maids in police station and other legal expenses, marketing

fees, stationery, computer systems, office supplies, uniforms, and GPS enabled mobile phones for employees, trainers fees and training material. The office equipment includes a computer system. Also required for the office is an additional land phone line, fax machine, and cellular phone. A few pieces of furniture will also be needed. The legal fees are used for the formation of the business as well as reviewing/generating employee and client contracts. Marketing fees are for the production of business cards and brochures. Uniforms will be used to give off a professional image. Lastly we will have a mobile phone for every employee to track them in case of theft of any other crime. Trainers would be needed to groom our employees and at the same time training material will also be needed.

Proof of concept A proof of concept or (POC) or a proof of principle is a realization of a certain method or idea(s) to demonstrate its feasibility, or a demonstration in principle, whose purpose is to verify that some concept or theory has the potential of being used. A proof-of-concept is usually small and may or may not be complete. Clean Maid Services is entering its first year of business as a start-up organization. There is no proof for it as of now. But once we are registered with the ROC we will produce the registered documents. Also our logo would be understand the imperative need for a comprehensive copyrighted. marketing plan to We help

ensure profitability. CMS offers a comprehensive residential cleaning service that is both professional and trustworthy.

Market Summary Existing and potential customers fall into particular groups or segments, characterised by their 'needs'. Identifying these groups and their needs through market research, and then addressing those needs more successfully than your competitors, should be one of the key elements of your marketing strategy. Market summary helps identify our strengths and matches them to the needs of the customers we want to target. CMS possesses good information about the market and knows a great deal about the common attributes of its most prized customers. Clean Maid Services will leverage this information to better understand who is served, their specific needs, and how we can better communicate with this group. Market needs Clean Maid Services is providing its customers with a professional, residential house cleaning service, aimed at the upper echelon of the market. CMS seeks to fulfill the following benefits that are important to its customers.

Professionalism: All employees will be well trained to exude professionalism from all of their actions and conversations.

Convenience: CMS will provide its services in the manner that is most convenient to the customer, including arranging for visits when the owner is not home.

Trustworthiness: Many people have legitimate concerns regarding cleaning services in their home and the possibility of theft and breakage. These concerns have been eliminated or significantly reduced through a comprehensive screening and training process for employees. Additionally, CMS carries insurance designed to cover any loss that the customer may attribute to the company.

Market Trends The market trend in house cleaning will slowly shift from individual service providers to companies. Years ago most families had a single housekeeper who was responsible for the cleaning of their home(s). This individual was often considered a member of the family. Less and less families these days are serviced by an individual housekeeper. Nowadays there are domestic helps who come for a fixed time and charge a fixed amount. They work in various households and operate in an unorganized manner. The trend is moving toward having a cleaning service come into the home daily and providing professional hassle free service. This market shift has fueled the proliferation of house cleaning services. There has been a shift from fixed individuals to maids, as well as a shift from having the same maid for five to 10 years to going through many different maids, unsatisfied with their services. This change in the market has created a receptive environment for a cleaning service provider whose goal it is to develop long-term relationships with customers. Market Growth The market for residential house cleaning services has exploded within the last five years. The market is likely to maintain better than average growth due to the lifestyle Indians have developed within the last five to six years, working longer and longer hours. The effect of the longer work week is that people have less time to take care of the personal maintenance responsibilities such as house cleaning. Also since we Indians are aping the west we have an affinity to work hard and party harder when we get time. So nowadays people will work for longer hours and pay someone to take care of other, less important or less desirable responsibilities. A SWOT analysis is performed to find out the various strengths, weaknesses that we posses and the different threats and opportunities the external environment has to offer. The same has been explained in this plan at a later stage.

Launch plan Our launch plan will be divided in three stages, namely: 1) Pre-launch 2) Launch 3) Post launch Pre launch would generally involve activities which create hype for our business. Our management staff will go from door to door to explain our service model. We will distribute pamphlets in kirana stores and through local newspapers. We will set up tents in residential complexes to create awareness among the residents. Launch of our services will be a grand affair with a local politician coming in to attend it. At the same time all the domestic helpers we are planning to target, housewives as well as working couples will be invited for the launch event. There would be ads in television and radios to highlight the event and our services. We would also register ourselves with just dial and yellow pages and other such search directories Post launch is wherein we will focus on early demand and try to convert the potential customers into loyal customers. We will be providing free trials to the customers to showcase our expertise and professionalism. There would be success interviews, success stories, reviews and testimonials. The launch plan can be summarized with the help of the following diagram

STAGE 1 PRE - LAUNCH

STAGE 2 LAUNCH

STAGE 3 POST LAUNCH

READINESS/ SIGNUPS
First hint Awareness Anticipation/buzz Readiness validation Campaigns and tents in housing complexes

DRIVE ACTION/ SALES

Grand opening Launch event Social proof Sales ramp Television ads Press releases Registration with just dial and yellow pages

EARLY DEMAND
Introductory special offers Free trials Success interviews Reviews and blog posts Success stories testimonials

1.1 Business proposal Services: CMS offers professional Cleaning Maid Service for every household. We provide full time or part time maids (as per requirements), who are responsible for performing various chores in the houses of our clients. They are well screened, trained, profiled and then selected. They have clear track records. Hygiene is a top priority for us and so we recruit individuals who understand the value of hygiene in cleaning They are highly dedicated and hard working and do their task with efficiency.

Services to be offered by CMS will include:

House cleaning (dusting and cleaning of all surfaces, sweeping and mopping of floors, and cleaning of doors and walls as needed)
Dusting Remove cobwebs Vacuum all carpets Change sheets if needed Dust ceiling fans Clean mirrors and glass surfaces Wipe window sills Clean glass doors Clean prints on windows/doors Remove all garbage Wash all floors

Washing clothes
Soaking clothes Using starch to wash clothes party wear regular wear

Drying clothes 9

 Bathroom cleaning Clean/sanitize sinks Clean/sanitize tubs, shower, toilet Clean mirrors Dust light fixtures and bulbs Wash Floors

Kitchen area cleaning

Clean all counter tops Clean inside/outside microwave Wipe down cabinet facings Clean all appliances outside Polish stainless steel appliances Clean glass doors Clean/sanitize/polish sinks Wash floors

Furniture cleaning Clean wall hangings Clean doors Clean baseboards Remove books from bookshelves and clean Clean tile Clean cabinet facings

Washing utensils Unusual jobs like cleaning small disasters from children and pets.

The services will be designed to meet client specifications. The maids selected will have indepth knowledge about the various cleaning services. Also training will be given to any new maids joining in to enhance their work efficiency and provide satisfaction to our clients in every aspect. Our services are costlier than relying on the neighborhood bai, but people will understand that they are being charged more for convenience- a trained, reliable helper with the promise of replacement in case of unsatisfactory service or on the maid's off days.

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Some important features of our services:

A centralized check in system which will record daily attendance, daily working hours, check- in and check-out customers time of the maids from the place of residence of our

Registration of every maid in the local police station Daily system supervision by the administrator Proper uniform for the maids Mobile phones with GPS to keep a track of the maids in case of thefts or other such situations

At the same time we will stick by our commitment to be at the scheduled place at the scheduled time - if someone is sick or needs a leave there will be back-up staff to fill in. We will take care of every domestic need so that you don't have to worry about anything. Being in any business including a cleaning business, takes a self motivated and business savvy person to be successful. Running an efficient cleaning service can be done only if one is committed to staying organized and providing excellent service to the clients.

We at CMS are going to follow certain pointers mentioned below: Proper Licensing Before we start our business we will need to obtain a business license in Mumbai. A business license will be acquired by going down to the city offices and obtaining the necessary paperwork from the business licensing department. There will more than likely be a fee associated with submitting the business license paperwork. Get Clients We will advertise our business with flyers, door hangers, business cards, postcards, etc. we will put marketing materials wherever we think residential house cleaning clients will be. We will also run a small ad in our local newspaper over the weekend. Weekends are good because that's when readership is at it's highest.

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Deliver Excellent Service People will pay for a something over and over again if they feel they are getting excellent service. We will arrive at all our cleaning appointments on time and be ready to work. We shall leave the house spotless and smelling clean in order to assure the clients that we are delivering the absolute best service there is. If we have to move around any belongings or furniture to get the job done well be sure to put them back exactly in the place we fo und them. Keep Supplies Stocked Keep extra maids. This will help us to avoid running out of supplies during a job as well as wasting time having to leave in the middle of working. Stick To A Schedule We will set up a set cleaning schedule for all our clients and stick to it. The easiest way to do this is to schedule to see clients at same time on every day of the week. This will help us and the client remember when it's their time to have their home cleaned.

Service Package for employers will include: Consistent quality Justified and consistent wages/cost per maid No lapses in service delivery or unexpected absences Tailored services based on their individual household needs Healthier maids, which leads to better service industry Refund for the customer if any precious item is broken or misplaced (glasses, vase) Proper spic and span work Work will be customized to meet customer needs Maids will be replaced if their performance is not satisfactory Since out targeted customers are working couples we will maintain a set of key of every household with us. It will be ensured that no item will be misplaced from their houses. Also we guarantee the safety of their houses. Benefits package for maids will include: Employment regulation 12

Free out patient, in patient services and free medicines for the maid and her family of five. One holiday per week Compulsory health screening for maids every month Life insurance, gratuity, mediclaim and short term savings schemes for all maids Employee provident fund and pension plan for those employees who are with the company for more than 10 yrs. Crche service, education vocational training for all maids and her children Free notebooks, covers and bags for the children of our staff Access to Womens rights protection services. Gifts per month for five best workers. Gifts would include renovating their houses painting their houses, buying them kitchen appliances or tv sets etc Monthly scholarship for the children of the best worker (maid)

Value creation for customers The purpose of offering maid services is our ability to understand the needs of our target customers. We know that they need efficient workers who maintain transparency in work and at the same time are professional. Keeping this in mind, we will create value for our customers by maintaining high levels of professionalism. We will train our employees to imbibe in them traits necessary for impressing our most affluent clients. Professionalism will be used throughout the service call, from the way the employee greets and interacts with the client, to the way they clean, to the way they act when they break that antique vase (which in the inevitable case that we do break something, we have specific guidelines for the employee to follow to resolve the conflict). We will also be creating the appearance of professionalism through the use of uniforms. Our employees know what the expectations of our clients are. They will thus ensure that their services exceed these expectations. We will strive to builds a trust relationship with our clients which will not only earn CMS the loyalty of that customer but also the referral of several more of their friends. Satisfied customers like to tell their friends about service providers that they are happy with, people like to "spread the wealth" with their friends. It is the bond of trust that will earn Clean Maid Services (CMS) a large percentage of loyal customers who would be satisfied with our services and would prefer using our maids to any other. These satisfied customers would be

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vocal about our services to their friends and families and would spread the word by referring our services to them.

1.2 Production process and development stages: The production process refers to the stages (phases) required to complete a media product, from the idea to the final master copy. The process can apply to any type of media production including film, video, television and audio recording. The stages in each medium vary; for example, there is obviously no storyboard in an audio recording. However the same general concepts work for any medium. Idea generation: Idea Generation is often called the "fuzzy front end" of the NPD process In India, systems of servitude have historically existed because of feudal social structure. Newer trends of migration of young women from tribal areas to cities to do (live in) domestic work have become a dominant feature in the urban labor landscape. In India, in every household we find Domestic helps, otherwise known as bai or maids who are employed to help with daily household chores, cooking, looking after children, elderly family members and/or pets.. Despite being such a common occurrence, there is no formal channel to hire them and yet their work is referred to as the informal sector as if it were scarcely any work at all. The wages they receive is appallingly low. In addition, domestic helps find it difficult to source jobs for themselves, and do not get recognition of a formal labor sector, and are even excluded from labor laws. The combination of these factors leads to many undesirable outcomes for both maids and employers alike, such as lack of standardization of salaries, questionable treatment, variable quality, and lax accountability and few if any benefits and perks. The exclusion is just a short distance to abuse: long hours, bad pay, inhuman treatment, physical and sexual harassment. Ultimately, these factors have lead to an unstable and unhealthy work The above factors led to the emergence of Clean Maid Services Idea Screening In this stage we found out that apparently, domestic labor is one of our largest job categories next to farming and construction. There are over 100 million domestic workers in India, more than 50 times the number of people working in the software industry. Low wages, exploitative conditions at work and a series of rights violations led 14

to the organizing of domestic workers in various states. Also with more and more working couples these days there has been a constant rise in demand for quality maid. We realized there was a lot of scope for us to grow in this area. Research showed that in this unorganized market there was no standardization in terms of skills and wages and the service was irreregular. People depend on depend on informal networks to source such workers. There were also security and trust issues. Also worker retention was very low.

Idea development:

INPUTS Experienced maids sourced locally Initial investment (uniforms, computers, mobile phones, location) Office space

PROCESS Training the maids Empowering them to do the jobs Keeping a tab on regular activities and schedules

OUTPUT Clean houses, sparkling floors, shining utensils, clean and bright clothes Happy smiling customers

So finally CMS was developed with an aim to lend help to the working couples, working women and housewives and also to meet the growing need of a standardized house help. We take into account the vulnerabilities of domestic workers and make provisions not only to hedge against exploitation, but also raise accountability for both employer and employee. CMS aims to uplift the maid-class, provide better employment and better standard of living to them. The only major resource that we need is labour our employees the maids. We will source them locally. Maids usually have a particular common area or a place of location where they all reside. We will visit these areas and persuade them to join our organization. Better pay packages, better amenities and a dignified status will attract them towards us.

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Market Trends The market trend in house cleaning has shifted from individual service providers to companies. Years ago, most families had a single housekeeper who was responsible for the cleaning of their home(s). This individual was often considered a member of the family. Less and less families these days are serviced by an individual housekeeper. The trend is moving toward having a cleaning service come into the home weekly. This market shift has fueled the proliferation of different house cleaning services. There has been a shift from individuals to companies, as well as a shift from having the same service providers for five to 10 years to going through many different companies, unsatisfied with their services. This change in the market has created a receptive environment for a cleaning service provider whose goal it is to develop long-term relationships with customers.

Most of the houses cleaning service provider companies have been catering to these households however ignoring the highest composition of the population that is the middle class section of the society which form the biggest section of the society.

Market Growth The market for residential house cleaning services has exploded within the last five years. The industry is now a industry. The growth rate for this market is forecasted to stay at 13% for the next four years. The market is likely to maintain better than average growth due to the lifestyle Indians have developed within the last five years, working longer and longer hours. The effect of the longer work week is that people have less time to take care of the personal maintenance responsibilities such as house cleaning. Instead, people will work and longer hours and pay someone to take care of other, less important or less desirable responsibilities

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Strategy Pyramids The single objective is to position CMS at the top of the house cleaning market, commanding a large market share within four years. The marketing strategy will first seek to create customer awareness, develop the customer base, and work toward building customer loyalty and referrals.

Target Market and Customer Base: The target market of CMS is the upper middle class and the middle class section of the Indian society which is available and willing to consume the services provided by CMS. The consumer base would be the household having working women/housewives who want skillful and professional cleaning services at affordable rates. These households would consist of dual earning or efficiently wealthy costumers that can communicate effectively in English as well as colloquial languages like Hindi and Marathi. The customer base can be categorized into two: The first is the affluent where only one spouse works. Although the other spouse is at home and has time to clean, he/she chooses not to. This spouse would rather volunteer for a public interest organization, go to kitty parties, or just spend time how he/she chooses to. They have no desire to clean the house. To them that is not enjoyable and they have the money to pay someone to do that kind of work. This market has annual incomes over rs 6,00,000 and live in expensive houses. Our second segment of the market that we are targeting is the two income family. Over the last couple of decades, the number of two-income households have increased, to a point where in parts of the country they exceed one income families. Our target customer is two income families whose combined annual income is over rs300, 000. These families don't really have the time to clean, can afford a cleaning service, and choose to hire a service because the opportunity costs are too high to waste time cleaning their house. These households are typically age 32-55 and live in houses valued over rs 30,00,000. CMS will position themselves as a professional, trustworthy, residential house cleaning service. CMS will leverage their competitive edge of human capital investments to achieve the desired positioning. Lastly, CMS will emphasize the use of environmentally sound and economical chemicals. Other companies use environmentally sound chemicals so this is a huge differentiation, and it is something that CMS is proud of, and will be mentioned. .

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Competitor Analysis: Domestic maids: The major competition comes from the domestic maids who work in the households at reasonable and flexible wages without taking any extra leaves or incentives. This is a threat to CMS to convince the customer to buy our services instead of these domestic maids by acknowledging the benefits provided by CMS and the limitations of having a domestic maid. Competing companies: There are many cleaning service companies which cater to the higher income groups of the society and have the wealthy households as their customers. Hence there are no competitors in this particular segment of market till date.

Market Size and Potential: Forming almost 20% of the population of india the upper middle and the upper class of the economy are a huge market for these services. As the Indian household has a concept of having maids for the purpose of cleaning and cooking there is an increasing market potential that this target audience can be easily converted to customers by creating brand awareness and promising best performance to ensure customer loyalty. Current Population of India - India, with 1,220,200,000 (1.22 billion) people is the second most populous country in the world, while China is on the top with over 1,350,044,605 (1.35 billion) people. The figures show that India represents almost 17.31% of the world's population, which means one out of six people on this planet live in India. Although, the crown of the world's most populous country is on China's head for decades, India is all set to take the numerous Uno position by 2030. With the population growth rate at 1.58%, India is predicted to have more than 1.53 billion people by the end of 2030. More than 50% of India's current population is below the age of 25 and over 65% below the age of 35. About 72.2% of the population lives in some 638,000 villages and the rest 27.8% in about 5,480 towns and urban agglomerations. The birth rate (child births per 1,000 people per year) is 22.22 births/1,000 population (2009 est.) while death rate (deaths per 1000 individuals per year) is 6.4 deaths/1,000 population. As CMS has chosen to start its operations in Mumbai, a detailed analysis is done in these market demographics. Population of Mumbai - Mumbai is one of the most populated cities in the world. The business capital of India is home to more than 12478447 people. Like other metros of India, the population of Mumbai has also grown rapidly in last 20 years. It is one of the largest cities of India in terms of population, business and trade activities. A large majority of Mumbai's population are migrants from other states of India. This migrant population who come and stays here in search of better employment opportunities is one of the significant factors in rising population of Bombay. According to 1991 census, the population of Mumbai was only 12.5 million; So Population of Mumbai has grown almost double in the last 20 years. This population explosion in Amchi Mumbai has caused serious health related problems for the government officials. A large number of Population in Mumbai city lives in Slums and other residential areas. Mumbai has a Population density of 30,000 persons per 18

square

kilometer

which

is

relatively

very

high.

Mumbai Population Growth Mumbai - one of the India's leading cosmopolitan city is home to more than 12478447 people. There has been significant rise in population of Mumbai in the last 20 years. There are several factors which contribute to the population growth like migration of population and health measures taken by the government. Awareness of population programs especially in the slum and remote areas can help check the rising population. Check out Population of Mumbai in the last 50 years.
H East H West K East K West L M East M West N P South P North Khar/Santacruz Bandra Andheri (East) Andheri (West) Kurla Chembur East Chembur West Ghatkopar Goregaon Malad 580,835 337,391 810,002 700,680 778,218 674,850 414,040 619,556 437,849 796,775 42,929 29,211 32,688 29,956 49,006 20,765 21,233 23,866 17,915 41,651

CMS would initially cater to only chembur for the initial month and in the coming months would provide its services in the region of Vashi in the Navi Mumbai region of Mumbai. The expansion plan of CMS is to go pan India i.e. providing cleaning services in other parts of India. Competitive Advantage: The unique selling point of CMS is the concept of utilizing the same labor available in the market and also to make them efficient and skillful for improvement of services. The target market of the upper and upper middle class has been untapped by the existing service providers in the market which differentiates it from others.

Sales: Being a service company the sales here would comprise of the cleaning services provided by the company which include from washing clothes, utensils, dusting, brooming, and so on. The price of these services would be determined after taking into consideration the cost of services provided by the maids along with the cost of products used to provide these services. The sale price of services shall vary depending on the following factors: 1. Area of the house 2. Number of members in the family

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3. The time required to provide these services 4. Time taken to reach the destination 5. Travelling cost

Sales forecast: The first month will be used to set up the business. It is unlikely much/any business will be officially transacted during this month. In addition to dealing with legal and accounting issues for the business, office equipment will be purchased and set up. Once the physical office is ready the employee policy and procedure manual will be developed. Then the training program will be constructed. This will take a bit of time therefore it is very important it is set up at the outset, ensuring that it is completed and done properly when there are far less time constraints. The second month will begin to see some activity. CMS will begin to field inquiries over the phone and expect to turn some of those into contracts. The first week of jobs will be done as a team, with few employees. As the number of contracts begins to pick up, probably at the end of the second month, an additional person will be hired to form the first employee team. By the end of month four there will be enough demand that a new team of two will be trained and begin working. We then forecast that there will be 100 clients for the 1st year, 150 for the 2nd year, 250 for the third year, 300 for 4th year and 600 for 5th year. This forecast is estimated on the basis that CMS will go pan India in its 3rd year of operation. This would increase the number of maids working with CMS which are as following 60 for 1st year, 80 for 2nd year, 100 for 3rd year, 120 for 4th year and 200 for 5th year. Year 1 2 3 4 5 No. Of Maids 60 80 100 120 200 No Of Clients 100 150 250 300 600

Marketing and Communication: Unique selling point (usp):

A centralized check in system which will record daily attendance, daily working hours, check- in and check-out time of the maids from the place of residence of our customers Registration of every maid in the local police station Daily system supervision by the administrator 20

Proper uniform for the maids Mobile phones to keep a track of the maids in case of thefts or other such situations

At the same time we will stick by our commitment to be at the scheduled place at the scheduled time - if someone is sick or needs a leave there will be back-up staff to fill in. We will take care of every domestic need so that you don't have to worry about anything. Where other competitors cater to different sections of the society at higher rates they do not guarantee continuous service to the client. CMS wishes to convert the weakness of its competitors into its strength.

Marketing and Communication tools for CMS: 1. Word of mouth: The most efficient and traditional method of marketing and communicating your brand is word-of-mouth which will be followed by CMS as the target audience belongs to that section of society which may not have all the advanced technological equipments to collect the latest trends. 2. Radio stations: The next tool of marketing would be the local radio stations to create a bond among the people. This ensures that a greater population gets the awareness of the brand and its scope of work. 3. Commercial ads: Giving ads in regional tv channels would be less expensive as well as fruitful to cater to the household women who connect themselves emotionally to the tv serials or the actors (esses).This creates a sense of belongingness in the minds of customers and converts a potential market into a loyal customer in a short period of time. Creating presence of CMS on various news channels would lead to mass awareness among the young and career oriented women who are sophisticated and perfectionists. This also implicates that the company follows various industry standards and adheres to provide customer satisfaction as their basic aim. 4. Print media: The print media though not so effective the current scenario may be used in time intervals on monthly basis to make mass awareness of the brand CMS. Local magazines like Saheli and Chitralekha can be used to capture these markets. D. Supply chain management (SCM) is management of a network of interconnected businesses involved in the provision of product and service packages required by the end customers in a supply chain. Supply chain management spans all movement and storage of raw materials, work-in-process inventory, and finished goods from point of origin to point of consumption. There are four major decision areas in supply chain management: 1) location, 2) production, 3) inventory, and 4) transportation (distribution), and there are both strategic and operational elements in each of these decision areas.

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Distribution for CMS: The distribution channel would follow the supply chain method where the steps followed are as following: Inbound logistics: The information about the potential customers shall be collected from the staff i.e. maids available who have worked for these customers before. Then these customers can be approached by sending pamphlets, door to door marketing or by telephonic conversations. The database and information about the available labor shall be collected first along with the available customer base.This would include a search for labor which consists of staff as well as employees.This would lead to the process of interviewing the available and willing aspirants for various jobs provided by CMS.Getting the information about the potential customer and collecting the database for the same would be done by finding the existing customers of cleaning services which shall be done by door-to-door questionnaire interview. Operations: The staff shall be trained in the areas of following the attendance system, cleaning the customer premises, rules and regulations to be followed, and the method of communication with customers, company and among themselves to provide the services to the customers.The distrubution of labor to the clients on regular basis is the major operating activity which requiers allocation of avilable labor to the clients who place an order for a maid. Distribution channel : The order is placed and recieved from a customer which is accepted through a telephonic conversation where all the details of the customer regarding their residential address, contact number, requirement of cleaning services.Depending on the location of the client the employee would be contacted and given the customer details.The contact details of the employee would be given to the customer.The order has to be placed 24 hrs prior to the requirement of the same.The payment has to be made to the office of CMS before the services are availed by any medium of payment i.e. Cash, cheque or debit/credit cards. Outbound logistics: The employees of CMS would travel from the CMS offices to their particular clients to provide services.

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Marketing mix: The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point (the unique quality that differentiates a product from its competitors). 1. Product: this includes the services that are provided by CMS which include:

House cleaning (dusting and cleaning of all surfaces, sweeping and mopping of floors, and cleaning of doors and walls as needed) Furniture cleaning Washing utensils Washing clothes Drying clothes Bathroom and kitchen area cleaning Unusual jobs like cleaning small disasters from children and pets.

2. Price: Particulars Rate Base Price (1bhk- Additional (per month) 500sqft, per month/5 Per sqft Per Per furniture/3 people) furniture person 700 700 150 500 200 40 100 complimentary 50p 50p 5 60 50 10 10p ----

House Cleaning Brooming & Mopping Dusting Furniture cleaning Washing Utensils Washing clothes Drying clothes Bathroom and kitchen area cleaning Unusual jobs like cleaning small disasters from children and pets.

*Disclaimer: Prices are subjected to change according to the area. Price varies for customized service. **No one maid would provide all the services from the menu in one household. 3. Place: The initial positioning of CMS services it would be in Chembur and Vashi in Mumbai in the state of Maharashtra for first 3 years of the operations of CMS.The reason to choose these locations was to cater to a part of population which is ready to buy these services at the given price. CMS will diversify its services in its 3rd year of operations to 23

one branch in Pune in Maharashtra and one branch in Gujarat. The exact location of the branch to be put up in Gujarat would be decided after conducting a market research in that region. 4. Promotion: The tools of marketing have been used which include: 1) Word of mouth-This means that CMS will employ a staff of 1 or 2 people who will spread the awareness of the brand and services provided by CMS.This will be done by communicating with the local kiranawala's, watchmans, dhudhwala's, newspaperwala's etc.This helps to reach a large market at no cost.This is the best and effecient method of communication of the brand along with no operating cost and infact helps in increasing customer base. 2) Print media: As CMS is in its initial stage, the budget for print media would be minimal to avoid non-operating expenses.Hence pamphlets would be distributed in regional newspapers and magazines. 3) Advertisements The promotional strategies would remain regional as it has to connect to the common public and ensures a greater brand recall as the target audience belongs to upper middle class of the society.The advertisements would consist of tv commercials and announcements on radio channels.Posters can be put up at public places like railway stations or bus stops.

Marketing Strategy: This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth. Ansoff's matrix offers strategic choices to achieve the objectives

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CMS uses the product development strategy of the marketing strategy as it plans to produce or provide service of cleaning maid services at different rates in the existing market of cleaning services. It may be noted here that the market that is considered here is only the organized sector and not the unorganized sector. Marketing Model: The growth of the service sector may also be viewed as a manifestation of the changes brought by the information revolution, which has brought revolutionary changes in computing, data storage, and communications. Information technology is a key enabler to help rms collect and analyze data on consumer activities, and to make interaction with individual customers economically viable. In a more direct way, the information revolution brings about the growth of the service sector, as it results in the growth of information services in such areas as computer software, nancial products, telecommunications, and entertainment. Principal Areas of Research in Service and Relationships 1. Customizing service 2. Customer satisfaction and relationships 3. Managing service 4. Financial impact interest occurred.

1.5 Company Structure 1.5.1 Management Organisational Structure: President

Branch Head Head Supervisor Head Administrator r Maids

Branch Head Head Supervisor Head Administrator

Branch Head Head Supervisor Head Administrator

Maids

Maids

The organisation would be formed on a simple top-to-down structure. The company would be headed by the partners. There would be a centralised call-centre to take orders from customers, and correspondingly, pass on the requirement to the pertaining areas database to allot a maid to the customer. Each area of the city will have a database established of the 25

maids available nearest to the customers address. The database centre or the Branch office shall facilitate proper movement and allocation of any particular maid. The database shall be initially established through rigorous data collection, promotions etc, to appeal to maids to register with CMS and hold a better employment.

President: Role: Initial Capital Investment, Organising, Goal and Objective setting, Chief Execution, Managing and Directing, Operation Strategy Planning, Marketing Strategy Planning, Initial Staffing Planning. Expertise: Strong Planning skills, Leadership skills. Procurement: They would be the owners of the company Salary: Salary will be distributed according to the profit sharing ratios.

Branch Head: They would be Heading each Branch office situated at main areas of the city. They shall be our secondary customer contact point. Role: To look after the operations and functions of the Branch is carried out properly. Training needs of the employee Customer interaction and attending their needs Delegating organisational objectives and goals to Head Administrator and Maids of the branch. Expertise: Strong communication skills to interact with the customers and maids Good knowledge on Training and motivation

Procurement: Through Online Job portals. With some help from recruitment consultancies.

Salary:

The Training Team: A separate team responsible for proper training of maids, to sync them with CMS standards, shall be provided by a special established team. Each area would have a separate team, and shall be designing a training program so as to uprate local maids to a professional one. 26

A new joinee will have to compulsorily undergo two week of such training before going onjob, and a regular employee shall undergo with a 3-day training programme after every 3 months initially for first year. Consequently, every employee will be provided with training according to their performance, experience and improvement rate. The training team shall include following: 1. Groomer and Trainer 2. Language trainer There shall be one training group comprising of 1 Groomers and 1 Language Trainers for each of western, central and harbour line areas.. . Administrative Head: They would be handling the administration and resource management for the branch. Role: To keep financial records for the branch. Can appoint junior accounts and administration associates. Keep attendance tracks. Reporting and allocation of different resources that will be employed such as uniforms, training kits, childrens education help kit. Expertise: Proven Administration and financial skills. Good resource allocation related decision making skills.

Procurement: Through Online Job portals. With some help from recruitment consultancies.

Salary: Every branch can appoint 2 junior accountants and 2 administration associates. Maids: They would be our core expertise and asset. They are the people whom we shall employ to deliver cleaning services as asked by our customers.

Head Maids: She shall lead a team of 5-10 maids, along with providing cleaning services service in person, our core resource and competency. They shall be our primary contact point with customers. . Role: 27

Cleaning Also responsible for administrative work for her group, like attendance, reporting of absenteeism or other resources required. Delegate companys objectives and goals to her team. Shall report to head administrator and Head supervisor. Responsible for optimum efficiency of her team.

Expertise: Proven Administration and motivational skills. Good team handling and communication skills.

Procurement: We will initially have to pool women already engaged as maids to join our organisation. Salary:

Maids: She shall be the person who would be providing the cleaning service in person, our core resource and competency. They shall be our primary contact point with customers. Role: Skills: Good nature and morale. Efficient at work. Cleaning

Procurement: We will initially have to pool women already engaged as maids to join our organisation Salary: Customer help centre: A call centre to handle customer, orders, and grievances shall be outsourced. The main functions of the call centre would be to: To take down the details of a customer and enter into our database. To take down orders from the customers, their order specification, the services they want to avail, and special requirements if any. To register grievances, if any, faced by customers. Any help required, or if they want to modify on the services. To pass down the orders, specifications, grievances to the respective branch offices to be acted upon.

Initially, as there will be few orders, the job will be directly handled by branch head. 28

1.5.2 Legal Status CMS is owned and operated by Prabhat Sagar, Vipin Nair , Shweta Jha , Kartik Singh , Sajal Belel. It will be registered as a Private company. The firm can leverage upon the advantage of incorporation, limited liability, can be offset by good insurance. The CMS logo shall be registered and copyrighted as a trademark by applying with the Trademark Attorney.

1.6 Risks Financial Risk: The New Venture Loan that would be taken from bank to start up the business. Low profit margin initially may not meet the expected ROI.

Strategic Risk Finding and locating our maid workforce, and proposing them for a work. The maids, since they already are employed in a job of similar kind, could turn down our proposal to work through our organisation. Initial estimation and determining of Demand. Low work-force initially to cater to the demand.

Economic Risk Existence of a large unorganised sector.

Health and Safety Risks Heath of maids, as they would be mostly be from a unprivileged family.

Risk Management: Risk management is the process of identifying risks either to the business or to its client partners, evaluating the potential consequences of the risk and then determining the most effective method of either controlling the risks or at least minimising their effects. The main objective of the strategy is to endeavour to minimise disruption of any undesirable events that can adversely affect the business of CMS in any way be it financial, reduction in service, reputation or standing.

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CMS bases its Risk Management Strategy on the following four processes:

1. 2. 3. 4.

Identification of Risk. Analysis of Risk. Control of Risk. Monitoring and Regular Review of Risk.

Identification of Risk. All tasks involve an element of risk and it is therefore imperative that a systematic approach of identification is used. By identifying areas of risk prior to issues arising ensure that steps can be taken to either prevent the issue arising, or minimising its effect.

Analysis of Risk Once areas of potential risk are identified; they will need to be assessed accurately by qualified or experienced managers. This assessment will be based on: Probability of risk (likelihood) Severity of risk (how bad it is) Cost of risk (can be financial cost or how many others it can affect)

Control of Risk Risks cannot be eliminated totally but by controlling the risk by taking action prior to the event happening, allows us to minimise the likelihood of it occurring and reducing the severity o the event if it should occur. The control is based on: Avoidance (not undertaking task) Reduction (taking steps that will reduce the risk) Transfer (removing liability via insurances or using service providers)

Monitoring and Regular Review of Risk Regular reviews must be taken to ensure that: The risks identified have not changed. The control of risk has been implemented correctly. The control of the risk is being effective.

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It is the view of CMS that all our employees, suppliers and client partners should not only contribute to a Risk Management Strategy; but should also seek to share best practice with regards to any potential or inherent risks involved in their business.

CMS has promised to educate its employees as well as staff who can after training speak fluent English, hindi and other local languages. Education makes a man a gentle man so would be in the case of women. A blend of education and soft skills would help her stand in the society and put her point across various platforms. This leads to a better educational cultural sophisticated society which will ensure successful and eminent future.

How Risk Management can be done? 1. To identify the hazards, the manager:
o o o

looked at HSEs website for free health and safety advice and guidance for the cleaning industry and at guidance for employing agency workers pose potential risks and taking HSE guidance into account; talked to workplace health and safety representatives and cleaning staff about the risks, taking into account the needs of any particular staff members, such as whether they are pregnant or aged under 18; ; walked the areas where cleaning staff will be working, noting things that may

talked to the client company and agreed issues such as:

lines and frequency of communication between the cleaning company and the client company; the client companys own standard of housekeeping, eg clear walkways, spills cleared up immediately etc; facilities and equipment available to the cleaners, including the amount of storage space available, location of sinks and taps etc; the system for reporting near-miss accidents and risks discovered by cleaners, eg damaged floor tiles, that can cause accidents in the client company;

the security of cleaning equipment and substances, to ensure only trained cleaners can access and use them; and making sure that all cleaners know what they must do if there is a fire.

2. The manager wrote down who would be harmed by the hazards and how. 3. For each hazard, the manager wrote down what controls, if any, were in place to manage these hazards. The manager then compared these controls to the good practice guidance set out on HSEs website. Where existing controls were not

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considered good enough, the manager wrote down what else needed to be done to control or eliminate the risk. 4. The manager discussed the findings with the staff cleaning those offices, making sure they understood the risks of the job and how these risks would be controlled and monitored. One cleaner, whose first language was not English, had difficulty understanding this, so the manager arranged for a bi-lingual cleaner from another team to translate. The manager pinned a copy of the risk assessment in the cleaning cupboard for all staff to see. When putting the risk assessment into practice, the manager decided to prioritise and tackle the most important things first. This included identifying when the actions should be done and who would do them. As each action was completed, they were ticked off the plan. 5. The manager decided to review and update the risk assessment every year, or straightaway if major changes happened in the workplace including changes in the use of equipment or chemicals.

1.7 SWOT Analysis

STRENGTHS Care and respect for employee and their family. Advertisement and promotions about the company. Involving maid and working force into administration and management. Competing and gaining expertise on core job of cleaning job that a middle class generally demand for, and keeping the services range low initially (targeting one territory at a time).

WEAKNESSES Availability of experienced workforce.

OPPORTUNITIES Availability of large potential market. Increasing number of working women in the upper-middle class and middle class family. Need and desire for improving standard of living in the underprivileged class. 32

THREATS No proper labour law, protecting the labour class of maids and cleaners. Hard to penetrate already existing unorganised sector of maids.

3. THE SUSTAINABILITY IMPACT

1. THE FINANCIAL PLAN:

4.1 Income statement

Income Statement Income From Operations Others Total Income Expenditure Salary Advertising Stationery Rent Total Expenditure EBIDT Depreciation Expense Interest Expense EBT (PBT) Service Tax (@12.36%) PAT Balance carried Balance Sheet forward to 134089 1284004 4405666 7872409 16978856 1st yr 2nd yr Rs. Rs. 1912000 4302000 134089 1912000 4436089 3rd yr Rs. 7170000 1284004 8454004 4th yr Rs. 8460000 4405666 12865666 5th yr Rs. 17208000 7872409 25080409

684000 630000 20000 425000

1896000 630000 20000 425000

2352000 630000 20000 425000 3427000 5027004 0 0 5027004 621338 4405666

2808000 630000 20000 425000 3883000 8982666 0 0 8982666 1110258 7872409

4632000 630000 20000 425000 5707000 19373409 0 0 19373409 2394553 16978856

1759000 2971000 153000 0 0 153000 18911 134089 1465089 0 0 1465089 181085 1284004

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4.1 Balance Sheet

Sources of Funds Equity Capital Less: Withdrawls Total Equity Retained Earnings Previous Year Balance P&L Account Total Retained Earnings Total Networth Outside Liabilities Secured Loan Unsecured Loan Total Outside Liabilities TOTAL LIABILITIES

1st yr Rs. 3000000 0

Rs.

2nd yr Rs. 3000000 0

Rs.

3000000

3000000

134089 134089 3134089

3074089 1284004 4358093 7358093

0 3134089

0 7358093

Application of Funds Rs. Fixed Assets Gross Block Laptop 60000 Total Gross Block Less: Accumulated Depreciation 0 Net Block Current Assets Cash & Bank Balance Accounts Receivable / Debtors Inventory Prepaid Insurance Prepaid Rent Total Current Assets Current Liabilities Deferred Tax Total Current Liabilities

Rs.

Rs.

Rs.

60000 60000 0 60000 60000 60000

3074089 0 0 0 0 3074089

7298093 0 0 0 0 7298093

0 0

0 0

34

Net Current Assets TOTAL ASSETS Sources of Funds Equity Capital Less: Withdrawls Total Equity Retained Earnings Previous Year Balance P&L Account Total Retained Earnings Total Networth Outside Liabilities Secured Loan Unsecured Loan Total Outside Liabilities TOTAL LIABILITIES 3rd yr Rs. 3000000 0

3074089 3134089 Rs.

7298093 7358093 4th yr Rs. Rs. 3000000 0 3000000

3000000

7298093 4405666 11703760 14703760

14643760 7872409 22516169 25516169

0 14703760

0 25516169

Application of Funds Rs. Fixed Assets Gross Block Laptop 60000 Total Gross Block Less: Accumulated Depreciation 0 Net Block Current Assets Cash & Bank Balance Accounts Receivable / Debtors Inventory Prepaid Insurance Prepaid Rent Total Current Assets Current Liabilities Deferred Tax Total Current Liabilities

Rs.

Rs.

Rs.

60000 60000 0 60000 60000 60000

14643760 0 0 0 0 14643760

25456169 0 0 0 0 25456169

0 0

0 0

35

Net Current Assets TOTAL ASSETS Sources of Funds Equity Capital Less: Withdrawls Total Equity Retained Earnings Previous Year Balance P&L Account Total Retained Earnings Total Networth Outside Liabilities Secured Loan Unsecured Loan Total Outside Liabilities TOTAL LIABILITIES

14643760 14703760 5th yr Rs. Rs. 3000000 0 3000000

25456169 25516169

25456169 16978856 42435024 45435024

0 45435024

Application of Funds Rs. Fixed Assets Gross Block Laptop 60000 Total Gross Block Less: Accumulated Depreciation 0 Net Block Current Assets Cash & Bank Balance Accounts Receivable / Debtors Inventory Prepaid Insurance Prepaid Rent Total Current Assets Current Liabilities Deferred Tax Total Current Liabilities

Rs.

60000

60000

45375024 0 0 0 0 45375024

0 0

36

Net Current Assets TOTAL ASSETS

45375024 45435024

Notes of Account Assumptions and estimations: 1. Demand were forecasted to be 100, 150, 250, 300, 600 for 1st, 2nd, 3rd, 4thand 5th year respectively. 2. Number of maids employed were assumed to be 60, 80, 100, 120, 200 for 1st, 2nd, 3rd, 4thand 5th year respectively. 3. Number of operating branches were assumed to 2, 4,6,6,6 for 1st, 2nd, 3rd, 4thand 5th year respectively. 4. All the unexpected additional cost due to expansion are not projected.

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