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Environmental analysis and target market for a company

I need help in developing an environmental analysis and target market for a cleaning company. I am trying to focus on it from a social, economic, technological, competitive, and regulatory standpoint as well as to whom I will be selling. I am supposed to describe my target market demographically, geographically, psychographically and the benefits sought and usage rate.

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Environmental Analysis Definition -

Study of all external factors that may affect a company or its marketing plan. Environmental analysis is a basic marketing function used to help marketers identify trends or outside forces that may impact upon the success or failure of a particular product. Marketers will look at the economy, political situation, cultural forces, social conditions, competitors, and legal and ecological factors when affecting an environmental analysis.

Here is a Business plan that will be able to answer your questions and provide you further information:

Executive Summary

Mother's House Cleaning Service (MHCS) is a residential house cleaning service serving upper-class families in Cleanly, WA. Through generous human capital investments, MHCS will exceed our customer's expectations. We will be servicing the wealthy single-income households and affluent two-income households. These targeted families will be willing to pay a premium for our service because of the high level of professionalism and trustworthiness that we offer, not replicated by any of our competition.

Mother's House Cleaning Service's projected growth rate is very high each year with respectable profit margins as a percentage of sales. MHCS will be a home-based business with Sarah Tookleen as the sole proprietor. By the end of year one, MHCS will have six additional employees. This house cleaning business plan will help the owner navigate the startup, and subsequent management of the business.


Mother's House Cleaning Service's objectives for the first three years of operation include:

To create a service based company whose #1 goal is exceeding customer's expectations.
To increase our number of clients served by 20% per year through superior service.
To develop a sustainable home-based business, living off its own cash flow.
The utilization of Mother's House Cleaning Service on a regular basis by at least 30% of the leads that contact us for more information.


Mother's House Cleaning Service's mission is to provide the customer with all residential cleaning services in an environmentally sound, completely trustworthy, and professional manner. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Company Summary

Mother's House Cleaning Service (MHCS), soon to be located in Cleanly, WA, will offer residential home cleaning services. MHCS 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.

The business will be based out of Sarah Tookleen's home. Sarah will be responsible for scheduling, estimates, training, inventory, ordering, payroll and customer care management. The business organizational type will be a sole proprietorship, with six employees within the first 12 months.

According to sales forecasts, net profits within four months will be a respectable percentage of sales and will grow steadily through year three.

Company Ownership

Mother's House Cleaning Service will be a sole proprietorship, owned by Sarah Tookleen.

Start-up Summary

Mother's House Cleaning Service's start-up costs include equipment needed for a home-based business (to be detailed below), initial legal fees, marketing fees, cleaning equipment and supplies, uniforms, and signs for employee vehicles.

The home office equipment includes a computer system (with the following minimum specifications: 500 MHz processor, 64 megabytes RAM, 6 gigabyte hard drive, printer, and CD-RW). Also required for the office are an additional land phone line, fax machine, pager, 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.

Cleaning equipment must also be purchased with one set of equipment per employee. The major per employee expense is a commercial vacuum cleaner (consumer models will not withstand continuous use) and assorted brooms, mops, and chemicals (biodegradable).

Uniforms will be used to give off a professional image.

Lastly, we will have a few magnetic company signs made to turn the employee car into the appearance of a company car.


Mother's House Cleaning Service will provide a residential house cleaning service for the upper end of the market. We will have two target customers:

The affluent that has a spouse who does not work, but is not inclined to do housework. To many a maid/house cleaner is a symbol of wealth, and this idea symbolizes this group of customers.

The two-income households whose opportunity costs are too great to spend time cleaning the house.

MHCS offers house cleaning to these targeted customers. House cleaning ranges from cleaning of standard rooms such as kitchen, bathrooms, bedrooms, as well as more unusual jobs like small disasters from children and pets.

Market Analysis Summary

Mother's House Cleaning Service (MHCS) will target the upper end of the house cleaning market. It would appear, at least if you opened the yellow pages, that there is not a need for another house cleaning service. Make no mistake however; there is a need for a quality, honest service. MHCS is ...

Solution Summary

This solution provides a sample environmental analysis and target market report for a cleaning company.