STAIN BUSTERS PENRITH
MOVING TOWARDS FIRST CLASS 2022 QUARTERLY REPORT 1 JANUARY – 31 MARCH 2022
IF YOU DON’T
KEEP SCORE
YOU DON’T
INTEND
TO WIN
SUMMARY AT A GLANCE • Breakeven
$ 67,155.77
• Total Revenue
$ 81,401.50
• No of Jobs
321
• Job Average
$ 253.59
• Van Average
$ 40,700.75
• Best Job
$ 1,600.00
• Best Day
$ 3,422.50
• Best Week
$ 10,710.50
• Conversion Ratio
83.48%
• Client Acquisition Cost $ • Client Retention Cost
$
• Client Lifetime Value
$
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
3
SALES AND MARKETING INITIATIVES ONLINE INITIATIVES GOOGLE / GOOGLE MY BUSINESS PAGE OBJECTIVE(S): 1. Receive at least 45 new Google reviews. 2. Create plan to update and maintain Google My Business page. OUTCOMES ACHIEVED: 1. 7 New Google reviews received. LESSONS LEARNED: 1. Updating Google My Business page must be made a priority. 2. Reviewing the monthly report sent by Google regarding this page is to be made an ongoing priority. 3. Regular maintenance of this page must occur, this keeps the content current, relevant and improves visibility through Google searches. 4. Plans need to be established to commence paid Google Advertising. INVESTMENT:
$0.00
# OF JOBS GENERATED:
15
ROI:
$3,845.00
%ROI:
100%
CAC:
$0.00
FACEBOOK OBJECTIVE(S): 1. 2. 3. 4.
Increase workflow and revenue centre from Facebook. Plan and schedule regular Facebook page posts. Prepare paid advertising to commence beginning of May 2022. Receive at least 21 new Facebook recommendations.
OUTCOMES ACHIEVED: 1. January saw increased workflow and revenue generated through Facebook with an increase in frequency of direct page posts only 2. Steve and Mike remain actively targeting community groups with regular offers and service recommendation requests. 3. 5 New Facebook recommendations received. LESSONS LEARNED: 1. Minimal increases in page activity have improved interactions and built reputation. 2. High quality reviews on Facebook are helping to convert prospective clients. 3. Engaging with prospective clients directly through messenger when they are seeking service recommendations has improved our overall outcomes, however this may also result in several unsuccessful conversions which may also negatively impact our overall conversion rate. 4. Ongoing planned activity needs to be implemented. 5. Before and after photos and videos are generating the best engagement from our audience. 6. More photos and videos are required from our field staff to ensure a good volume of ongoing engaging content. 7. Videos and photos need to be edited and uploaded more promptly to ensure ongoing engagement 8. Regular posting of our reviews assists in building prospective client confidence. INVESTMENT:
4
$0.00
# OF JOBS GENERATED:
28
ROI:
$8,615.00
%ROI:
100%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
CAC:
$0.00
ONGOING CLIENT RETENTION EMAIL SERIES (FILL MY SCHEDULE BY EMAIL) OBJECTIVE(S): 1. 2. 3. 4.
Maintain ongoing client retention and communication. Provide increased opportunities for clients to return to purchase additional services. Improved advice to clients regarding the various services Stain Busters perform. To generate and increase our repeat and referral bookings.
OUTCOMES ACHIEVED: 1. 229 Emails sent. 2. 54 Emails opened (23.6%). 3. 7 Unique clicks (3.1%). LESSONS LEARNED: 1. Further attention needs to be given to the reports within Mailchimp to understand client interactions 2. Appears to have a high bounce rate of emails (could have a similar problem as Servicem8 with emails bouncing). 3. Limited statistics or information available, emails have only recently started on this program within the last 6 months, further research and possible split testing needs to occur in due course. 4. Having a clear understanding of the reports and overall Mailchimp platform is to become a priority. 5. Ongoing accurate tracking of result through this medium is likely to be difficult and a plan to manage this needs to be established. 6. Additional training needs to be provided to scheduling staff ensuring they are asking all of the appropriate questions of clients booking in as a direct result of these cards and allocating the appropriate job category. INVESTMENT:
$241.74
# OF JOBS GENERATED:
????
ROI:
????
%ROI:
????
CAC:
????
WORD OF MOUTH ONLINE OBJECTIVE(S): 1. To provide an online platform to generate testimonials and online reviews OUTCOMES ACHIEVED: NONE LESSONS LEARNED: 1. WOMO was established several years ago and has not been a platform utilised recently. Our last review was in September 2000. 2. Consideration needs to be given if we continue to utilise this platform or push all reviews to Google or Facebook only. 3. The annual service awards provided through WOMO may provide an opportunity to improve consumer confidence and generate greater workflows, this needs to be investigated further as we may be able to transition to other initiatives to achieve similar outcomes. INVESTMENT:
$236.00
# OF JOBS GENERATED:
0
ROI:
0
%ROI:
0
CAC:
0
ONLINE MARKETING CRITICAL NUMBERS INVESTMENT: RETURN ON INVESTMENT: GROSS PROFIT ON INVESTMENT: CLIENT ACQUISITION COST:
$ 477.44 $ 12,460.00 $ 11,982.56 $ 11.65
# OF JOBS GENERATED: % RETURN ON INVESTMENT: % GROSS PROFIT ON INVESTMENT: CUSTOMER LIFETIME VALUE
41 2,609.8% 2,509.8% UNKNOWN
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
5
OFFLINE INITIATIVES SALES ACTIVITIES BY MIKE OBJECTIVE(S): 1. 30 Meetings with prospective Property Management Partners or commercial clients. 2. Regular meetings with existing Property Management Partners to continually strengthen relationships. 3. Establish reporting processes for Mike to report back to Steve with outcomes. OUTCOMES ACHIEVED: 1. 9 Meeting(s) held with prospective Property Management Partners. 2. 7 Meeting(s) held with existing Property Management Partners for quality assurance and relationship building purposes. 3. 27 Email consultations with prospective Property Management Partners. 4. Reporting processes have been established through Hubspot with reports emailed automatically from Hubspot to Steve outlining sales activity. LESSONS LEARNED: 1. An effective relationship with a cake delivery supplier (or similar) that is happy to service the large area we cover needs to be established ASAP to ensure this touch point is not missed with prospective Property Management Partners. 2. Sufficient time MUST be allocated to follow up prospective clients after initial contact is made or meetings have been held and improved processes need to be established for follow up actions. 3. Sufficient time MUST be allocated to allow for planning and scheduling of meetings on a week-to-week basis to ensure consistency of sales activity. INVESTMENT:
$0.00
# OF JOBS GENERATED:
0
ROI:
$0.00
%ROI:
0%
CAC:
$0.00
FILL MY SCHEDULE CARDS OBJECTIVE(S): 1. 2. 3. 4.
Continually improve ongoing client experiences. Provide existing clients increased opportunities to interact and purchase services with us. Improved advice to clients regarding other services provided by Stain Busters. To generate and increase our repeat and referral bookings.
OUTCOMES ACHIEVED: 1. 397 Cards sent 2. 77 Repeat client bookings LESSONS LEARNED: 1. 2. 3. 4.
A more streamlined and automated system for sending these cards needs to be established ASAP. Greater reporting functionality is required with any updated system introduced. Prior to any new system being implemented Steve must continue to send these cards Advice from Mike and others is that these cards are a great way to continually improve repeat sales and to generate referrals. 5. Additional training needs to be provided to scheduling staff ensuring they are asking all of the appropriate questions of clients booking in as a direct result of these cards and allocating the appropriate job category. 6. Ongoing accurate tracking of result through this medium is likely to be difficult and a plan to manage this needs to be established. INVESTMENT:
6
$1,820.23
# OF JOBS GENERATED:
77
ROI:
$21,371.50
%ROI:
1,174.1%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
CAC:
$23.64
NETWORKING OBJECTIVE(S): 1. 2. 3. 4.
Re-join Nepean Business Network and Business Referral Group, both Penrith based networking groups Re-establish existing relationships Build new relationships Attend meetings regularly to build strong ongoing relationships, consumer confidence and to explore referral opportunities
OUTCOMES ACHIEVED: 1. Nepean Business Networking annual membership completed (Annual Payment) 2. BRG Penrith annual membership completed (Paid per month) LESSONS LEARNED: 1. Referral groups are all about initiative and giving. We need to take the approach that the more we offer the more we will receive in all of our networking opportunities 2. Be aware of other services within the group, ensure we do NOT cross over our services during the meetings that have a conflict (e.g. pest control) INVESTMENT:
$270.00
# OF JOBS GENERATED:
4
ROI:
$1,070.00
%ROI:
396.3%
CAC:
$67.50
OFFLINE MARKETING CRITICAL NUMBERS INVESTMENT: RETURN ON INVESTMENT: GROSS PROFIT ON INVESTMENT: CLIENT ACQUISITION COST:
$ 2,090.23 $ 22,441.50 $ 20,351.27 $ 25.81
# OF JOBS GENERATED: % RETURN ON INVESTMENT: % GROSS PROFIT ON INVESTMENT: CUSTOMER LIFETIME VALUE
81 1,110.8% 973.6% UNKNOWN
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
7
MARKETING CRITICAL NUMBERS COMPARISON JANUARY – MARCH 2022 Inbound Calls
BH
AH
Total Investment
Missed Calls
BH
AH
$ 2,567.97
Repeat Jobs
81
$ 5,316.00
Referred Jobs
26
Total Value Added Return on Investment % Return on Investment
$ 34,901.50
Gross Profit
$ 32,333.53
% Gross Profit
1,259.1%
Real Estate Direct Jobs Real Estate Referral Jobs # Real Estates Serviced
1,359.1%
Client Acquisition Cost
59 7 20
New Client Jobs
103
Client Retention Cost
Client Lifetime Value
TOP 5 REVENUE CENTRES SERVICE
NO. OF JOBS
% OF JOBS
REVENUE
% OF REVENUE
Carpet Cleaning
102
31.8%
$ 22,771.00
28.0%
Upholstery Cleaning
80
24.9%
$ 13,879.50
17.1%
Restoration Services
18
5.6%
$ 11,325.00
13.9%
Upholstery Warranty Cleaning
81
25.2%
$ 9,875.00
12.1%
Pest Control
24
7.5%
$ 4,865.00
6.0%
JAN - MAR
2021
+/-
Total Investment Total Value Added Return on Investment % Return on Investment
% Missed Calls (BH)
UNKNOWN $5,805.00
- $489.00
- 8.4%
UNKNOWN
UNKNOWN
% Gross Profit
UNKNOWN
Client Acquisition Cost Client Retention Cost
UNKNOWN UNKNOWN
+/-
%
UNKNOWN
Repeat Jobs
78
3
3.9%
Referred Jobs
26
-
-
54
5
9.3%
22
- 15
- 68.2%
23
-3
- 13.0%
126
- 23
- 18.3%
Real Estate Direct Jobs Real Estate Referral Jobs # Real Estates Serviced New Client Jobs Client Lifetime Value
UNKNOWN
Gross Profit
2021
UNKNOWN
TOP 5 REVENUE CENTRES JANUARY – MARCH 2021
8
SERVICE
NO. OF JOBS
% OF JOBS
REVENUE
% OF REVENUE
Carpet Cleaning
148
43.5%
$ 27,758.50
32.7%
Restoration Services
14
4.1%
$ 10,375.00
12.2%
Upholstery Warranty Cleaning
85
25.0%
$ 10,303.50
12.1%
Upholstery Cleaning
57
16.8%
$ 8,900.00
10.5%
Commercial Carpet Cleaning
11
3.2%
$ 7,600.00
9.0%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
CRITICAL NUMBERS COMPARISON JAN - MAR 2022
STATISTICS
Total Revenue
$ 81,401.50
Jobs Completed
321
Van Average
$ 40,700.75
Weekly Average
$ 6,783.46
Average Job Value (Overall)
$ 253.59
Average Job Value (Guardsman)
$ 121.40
Average Job Value (Residential - Ex GA)
$ 298.57
Average Job Value (Commercial)
$ 580.15
Best Job
$ 1,600.00
Best Day
$ 3,422.50
Best Week
$ 10,710.50
Booking to Call Conversion Ratio
JAN - MAR 2021
83.48%
+/-
%
- $3,551.95
- 4.2%
- 19
- 5.6%
$42,476.73
-$1,775.98
- 4.2%
$7,079.45
- $295.99
- 4.2%
Average Job Value (Overall)
$249.86
$3.73
1.5%
Average Job Value (Guardsman)
$120.90
$0.50
0.4%
Average Job Value (Residential – Ex GA)
$271.78
$26.79
9.9%
Average Job Value (Commercial)
$579.72
$0.43
0.1%
Best Job
$3,300.00
- $1,700.00
- 51.5%
Best Day
$3,735.00
- $312.50
- 8.4%
Best Week
$9,348.50
$1,362.00
14.6%
Booking to Call Conversion Ratio
83.55%
- 0.07%
- 0.1%
Total Revenue Jobs Completed Van Average Weekly Average
STATISTICS $84,953.45 340
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
9
RECORDS Understanding of our records provides us with clear challenges to beat
ALL TIME THIS YEAR
REVENUE
WHEN
Best Job
$ 1,600.00
$ 5,405.00
Dec 2018
Best Day
$ 3,422.50
$ 4,542.00
Feb 2020
Best Week
$ 10,710.50
$ 13,507.00
Feb 2020
Best Month
$ 28,903.00
$ 37,407.00
Feb 2020
Best Quarter
$ 81,401.50
$ 89,929.70
Oct – Dec 2021
$ 310,832.50
2020
Best Year
TOP 10 CLIENTS Knowing who our top performing clients are provides us critical information to understand competing priorities and provides guidance on where our sales and marketing efforts should be focussed to attract similar clients in the future.
CLIENT
REVENUE
1.
Guardsman Australia
$ 9,875.00
2.
Response RE Penrith
$ 3,540.00
3.
LJ Hooker Commercial Penrith
$ 3,187.00
4.
Donna Jacob
$ 2,420.00
5.
Response RE Riverstone
$ 1,330.00
6.
Sue Swan
$ 1,120.00
7.
Corinthian Doors
$ 1,065.00
8.
Kathy Abou Antoun
$ 1,065.00
9.
Richardson & Wrench Blackheath
$ 1,002.50
10. Helen Siapis TOTAL
10
$ 974.00 $ 25,578.50
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
REVENUE SCORECARD Month
Target
Actual
+/-
Running Goal
Actual
+/-
Trend
January
$31,900.00
$24,597.50
$7,302.50
$31,900.00
$24,597.50
$7,302.50
$295,170.00
February
$33,000.00
$27,901.00
$5,099.00
$64,900.00
$52,498.50
$12,401.50
$314,991.00
March
$40,700.00
$28,903.00
$11,797.00
$105,600.00
$81,401.50
$24,198.50
$325,606.00
April
$29,700.00
May
$39,600.00
June
$37,400.00
July
$37,400.00
August
$39,600.00
September
$39,600.00
October
$37,400.00
November
$44,000.00
December
$39,600.00
TOTALS
$449,900.00
JOBS SCORECARD Month
Target Actual
+/-
Monthly Job Avg
Running Goal Actual
+/-
Trend
Overall Job Avg
January
116
103
-13
$238.81
116
103
-13
1236
$238.81
February
120
106
-14
$263.22
236
209
-27
1254
$251.19
March
148
112
-36
$258.06
384
321
-63
1284
$253.59
April
108
May
144
June
136
July
136
August
144
September
144
October
136
November
160
384
358
-26
144 December Adjustments for demo cleans, floods, quotes, etc
13
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
11
COMPLETED JOBS BY SOURCE Category
12
Completed
% of Jobs
Invoice Amount
BNI - Penrith
3
0.9%
$580.00
0.7%
Commercial
1
0.3%
$220.00
0.3%
Email (General)
6
1.9%
$1,870.00
2.3%
33
10.3%
$8,615.00
10.6%
Follow Up
7
2.2%
$0.00
0.0%
Furniture Store
6
1.9%
$760.00
0.9%
15
4.7%
$3,845.00
4.7%
Guardsman
82
25.6%
$9,955.00
12.2%
Guardsman Referral
18
5.6%
$3,682.00
4.5%
Neighbour Letter
1
0.3%
$130.00
0.2%
Nepean Business Network Referral
1
0.3%
$490.00
0.6%
Real Estate (COMMERCIAL)
8
2.5%
$4,377.00
5.4%
Real Estate (DOMESTIC)
51
15.9%
$14,496.00
17.8%
Real Estate Referral
7
2.2%
$1,820.00
2.2%
Referral
22
6.9%
$5,280.00
6.5%
Repeat
77
24.0%
$21,371.50
26.3%
Repeat Commercial
4
1.3%
$2,495.00
3.1%
Self
12
3.7%
$455.00
0.6%
Van
1
0.3%
$200.00
0.3%
Total
321
$ 81,401.50
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
% of Revenue
JOBS BY SOURCE NOTES: ‘Guardsman’ and ‘Guardsman Referral’ work has a negative ‘skew’ on our job statistics, particularly when reviewing our job source as a percentage of overall work. This is particularly noticeable with our ‘Real Estate’, ‘Real Estate Referral’, ‘Repeat’ and ‘Referral’ statistics. Removing ‘Guardsman’ and ‘Guardsman Referral’ work from these statistics has a dramatic impact: 321 – 100 = 221 jobs Repeat: 77 ÷ 221 = 34.8% Referral: 22 ÷ 221 = 10.0% Real Estate: 59 ÷ 221 = 26.7% Real Estate Referral: 7 ÷ 221 = 3.2% Removing our ‘Real Estate’ and ‘Real Estate Referral’ work from our statistics also has a dramatic impact to our overall ‘Repeat’ and ‘Referral’ statistics: 221 – 66 = 155 jobs Repeat: 77 ÷ 155 = 49.7% Referral: 22 ÷ 155 = 14.2% Based on these observations our overall ‘Repeat’ rate for the 1st Quarter of 2022 was approximately 4.8% above the Stain Busters benchmark*, while our overall ‘Referral’ rate was approximately 10.0% below the Stain Busters benchmark*. This statistic does NOT include our ‘Repeat Commercial’ jobs. Our ‘Referral’ rate continues to be below our benchmark and additional referral strategies need to be actioned to improve this area. * Benchmarks set at Repeat 30%, Referral 20%. Figures include our ‘Real Estate’ and ‘Real Estate Referral’ statistics
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
13
CLIENT SATISFACTION Stain Busters have always tracked Client Satisfaction by the number of ‘Repeats’ and ‘Referrals’ that are received. We believe that not only meeting our client’s expectations but having them onboard as our advocates is essential to the long-term health and viability of this business.
Number of Jobs
Revenue
% of Overall Workload
Repeat Residential
77
$ 21,371.50
24.0%
Referral Residential
22
$ 5,280.00
6.9%
PROPERTY MANAGER PARTNERS Stain Busters have always focused on providing world class service to our property management partners. We believe that not only meeting our client’s expectations but having them onboard as our advocates is essential to the long-term health and viability of this business. It continues to be our policy to provide our property management partners with priority service and to ALWAYS meet and exceed their needs and expectations at every opportunity.
Number of Jobs
Revenue
% of Overall Workload
Real Estate Direct
59
$ 18,873.00
18.4%
Real Estate Referral
7
$ 1,820.00
2.2%
Total Number of Property Management Partners Serviced
20
There are currently an unknown amount of Property Management offices listed in the Penrith Region. A complete list of offices and contacts is needs to be established. We have met with 9 existing and approached 12 prospective Property Management Partners throughout April. Our existing Property Management Partners have all indicated that they are currently very happy with our level of service and quality with many of them advising they will refer us to their cleaning teams. The meetings with prospective Property Management Partners are yet to result in established any ongoing relationships with productive workflows, however nurturing of these new relationships will be a primary step in building our business into the future. We have successfully completed 1 complimentary clean for 1st National Collective Camden during March with excellent feedback being received. We anticipate this relationship will continue to build and develop into a strong ongoing partnership in the coming months. We have been successful at developing a relationship with 1 new Property Management offices this quarter. We have an ongoing program to visit and provide support material such as Stain Charts and Discount Vouchers for their tenants. In addition to meeting with these prospective Property Management Partners meetings or introductions were also held with 3 preschools or early education centres.
14
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
ADDITIONAL CENTRES OF REFERRAL In addition to our established property management network, we continue to develop additional centres of referral by providing these partners with priority services and to ALWAYS meet their needs. These include (but are not limited to): Cleaners, Strata Managers, Commercial Real Estate Managers, Defence Housing Australia, Guardsman, Christ Mission Possible, Hotels, Furniture Retailers, BNI, Nepean Business Network and Other Networking Groups.
Client / Type
# of Jobs
Revenue
% of Overall Work
1. Direct Jobs from Guardsman
82
$ 9,955.00
25.6%
2. Guardsman Referrals
18
$ 3,682.00
5.6%
3. Cleaners Referrals
0
$ 0.00
0.0%
4. Direct Jobs from Defence Housing Australia
0
$ 0.00
0.0%
5. Direct Jobs from Christ Mission Possible
2
$ 435.00
0.6%
6. Direct Jobs from Commercial Property Managers
8
$ 4,377.00
2.5%
7. Direct Jobs from Strata Managers
0
$ 0.00
0.0%
8. BNI Penrith
3
$ 580.00
0.9%
9. Nepean Business Network
1
$ 490.00
0.3%
10. BRG Penrith
0
$ 0.00
0.0%
11. Other Networking
0
$ 0.00
0.0%
12. Furniture Stores
6
$ 760.00
1.9%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
15
CONVERSION RATES (TARGET 85%)
Understanding our conversion rates provides insight into our performance converting enquires into bookings. Improving our conversion rates improves our Return on Investment without additional expenditure requirements.
Created By Chris Brown Facebook Guardsman Referral Referral Repeat Self Jayne Brown Email (General) Facebook Follow Up Furniture Store Google Guardsman Guardsman Referral Neighbour Letter Nepean Business Network Referral No Category Real Estate (COMMERCIAL) Real Estate (DOMESTIC) Real Estate Referral Referral Repeat Repeat Commercial Self Yellow Pages (Online) Mike Carlton BNI - Penrith Commercial Facebook Google Guardsman Guardsman Referral No Category Real Estate (DOMESTIC) Real Estate Referral Referral Repeat Van Steve Brown Facebook Guardsman Real Estate (DOMESTIC) Real Estate Referral Repeat Self Total
16
Converted 12 0 4 1 4 3 266 9 5 5 7 15 82 9 1 1 0 11 37 4 14 61 5 0 0 75 3 2 22 2 3 5 4 6 4 8 15 1 31 7 1 9 1 4 9 384
Not Converted 5 1 1 0 3 0 46 21 5 0 1 2 2 2 0 0 2 0 5 2 0 2 0 1 1 11 0 0 7 0 0 1 2 0 0 0 1 0 14 12 0 2 0 0 0 76
Conversion Rate 70.59% 0.00% 80.00% 100.00% 57.14% 100.00% 85.26% 30.00% 50.00% 100.00% 87.50% 88.24% 97.62% 81.82% 100.00% 100.00% 0.00% 100.00% 88.10% 66.67% 100.00% 96.83% 100.00% 0.00% 0.00% 87.21% 100.00% 100.00% 75.86% 100.00% 100.00% 83.33% 66.67% 100.00% 100.00% 100.00% 93.75% 100.00% 68.89% 36.84% 100.00% 81.82% 100.00% 100.00% 100.00% 83.48%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
MOST POPULAR SERVICES Understanding the services our clients are purchasing provides us valuable information on marketing and value adding opportunities to our client base. No.
% of Jobs
$
% of Revenue
102
31.8%
$ 22,771.00
28.0%
1)
Carpet Cleaning
2)
Commercial Carpet Cleaning
7
2.2%
$ 2,517.00
3.1%
3)
Upholstery Cleaning
80
24.9%
$ 13,879.50
17.1%
4)
Upholstery Warranty Cleaning
81
25.2%
$ 9,875.00
12.1%
5)
Tile & Grout Cleaning
6
1.9%
$ 2,569.00
3.2%
6)
Pest Control
24
7.5%
$ 4,865.00
6.0%
7)
Rug Cleaning
42
13.1%
$ 2,070.00
2.5%
8)
Stain Treatments
4
1.3%
$ 520.00
0.6%
9)
Leather Cleaning
-
-
-
-
10) Restoration Services
18
5.6%
$ 11,325.00
13.9%
11) Mattress Cleaning
3
0.9%
$ 445.00
0.6%
12) Little General
11
3.4%
$ 330.00
0.4%
13) Protection Services
1
0.3%
$ 100.00
0.1%
14) Car Cleaning
1
0.3%
$ 150.00
0.2%
15) Discounts
95
29.6%
- $ 2,430.00
- 3.0%
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
17
VALUE ADDING Adding ongoing value to our clients through the cross promotion of our other services ensures greater customer lifetime value and increases client retention rates.
Combined Totals
Number of Jobs
Total Value
47
$ 5,316.00
Extra Carpet / Rugs
18
$ 1,250.00
Upholstery
16
$ 1,882.00
Pest Control
5
$ 950.00
Tile & Grout
1
$ 784.00
Carpet & Fabric Protection
1
$ 100.00
Other Products & Services
9
$ 350.00
35
$ 3,849.00
Extra Carpet / Rugs
15
$ 1,055.00
Upholstery
9
$ 835.00
Pest Control
4
$ 755.00
Tile & Grout
1
$ 784.00
Leather
Chris Brown
Leather
Carpet & Fabric Protection
1
$ 100.00
Other Products & Services
8
$ 320.00
8
$ 695.00
Extra Carpet / Rugs
3
$ 195.00
Upholstery
4
$ 470.00
1
$ 30.00
4
$ 772.00
3
$ 577.00
1
$ 195.00
Mike Carlton
Leather Pest Control Tile & Grout Carpet & Fabric Protection Other Products & Services Steve Brown Extra Carpet / Rugs Upholstery Leather Pest Control Tile & Grout Carpet & Fabric Protection Other Products & Services Jayne Brown Extra Carpet / Rugs Upholstery Leather Pest Control Tile & Grout Carpet & Fabric Protection Other Products & Services
18
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
COMPLETED JOBS BY POSTCODE Evaluating our most popular postcodes allows us to identify our most active market segments and target our sales and marketing efforts into the areas which are likely to yield the greatest results for our efforts.
Postcode 2119 2126 2137 2142 2144 2145 2147 2148 2152 2153 2154 2155 2160 2162 2163 2167 2168 2170 2171 2173 2176 2557 2558 2560 2564 2565 2566 2567 2568 2570
Completed 1 1 1 1 1 3 1 1 2 3 1 4 3 1 1 3 2 3 2 4 6 3 1 8 1 4 1 4 2 21
Invoice Amount $236.00 $0.00 $130.00 $137.50 $0.00 $1,235.00 $730.00 $0.00 $200.00 $930.00 $475.00 $855.00 $830.00 $0.00 $137.50 $260.00 $235.00 $395.00 $1,111.50 $542.50 $822.50 $835.00 $88.00 $1,285.00 $300.00 $707.50 $0.00 $267.50 $577.50 $3,395.50
2571 2572 2745 2747 2749 2750 2752 2753 2754 2756 2757 2759 2760 2761 2762 2763 2765 2767 2768 2770 2773 2774 2776 2777 2779 2780 2782 2783 2785 Total
4 1 26 30 11 48 3 1 3 8 2 5 17 2 7 3 14 3 3 6 2 11 6 15 3 5 8 2 7 321
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
$1,195.00 $355.00 $5,755.00 $7,670.50 $1,851.00 $10,810.00 $445.50 $137.50 $537.50 $1,331.00 $275.00 $572.50 $4,020.00 $275.00 $1,210.50 $365.00 $4,404.00 $357.50 $290.00 $1,300.00 $242.50 $2,850.00 $1,025.00 $3,222.50 $200.00 $1,990.00 $1,425.00 $338.00 $1,942.50 $81,401.50
19
REVIEWS AND TESTIMONIALS Number of New Reviews
Total Number of Reviews
Overall Rating
Servicem8
1
38
7
44
(4.9)
5
36
WOMO
0
29
SERVICEM8
Anonymous Loving the smell and new look of the rugs Not too mention Mike a true professional GOOGLE
Rodney Mackander Awesome service from Stain Busters.Mike did a super job bringing our lounge back to life.cant reccomend Mike and the stain buster team highly enough Noreen Galee To all potential customers of Stain Busters Penrith, save yourself the headache of further research. This company is extremely professional and Mike performed an outstanding job cleaning the grout and tiles of our entire house. He also did a great job cleaning our carpet. Mike was punctual, professional and knowledgeable. The job was reasonably priced and the results were beyond our expectations. We sincerely highly recommend Mike to provide an exceptional service. Joanne Bondarenko So thankful I went with my gut and hired this company. I felt at ease and delighted to not see my children's Spontaneous master pieces on my carpet, rugs and fabric lounges any more xo Highly recommend them. Amy Thompson Couldn’t be happier yet again. Mike is always conscious of health and safety by putting a fan at the front door to make sure no fumes entered the house and always does a thorough job, ensuring we are happy with the finished product. Thanks again! Bobbie-Jane Wilkinson Great service, Mike was so helpful and professional will be using them again. Rose Fuller Stain busters will be my go to from now on, very professional & friendly service with great cleaning results :) David Sparks Very personalable, did an excellent job and for a great price.
20
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
Jane Louise I highly recommend Stain Busters. Mike did an amazing job on my fabric lounge. He got every single mark and stain off and it looks brand new. He was very professional and a very nice person. I will be using Stain Busters again in the future for my carpets. Thank you so much. Sarah Lucas 100% Recommend Mike from Stain Busters. I posted on Facebook about finding some really good carpet cleaners to get in my house done, I had quite a bit of comments but Stain Busters were the ones that stood out the most for me. Their reviews were really good so I took a chance and I’m so glad I did. My carpets turned out amazing and Mike was even able to get stains out of the carpet that were there when we previously moved in, I was honestly so surprised. Will definitely be a regular customer and can’t wait to have the pest control done next Thursday too. Nathan Logue We had our lounge and rugs done, and was able to be here within two days, very friendly and done an awesome job! Thanks so much and would definitely recommend! Stephanie Skinner I’ve been burned by so many carpet cleaners, from property damage to just plain lazy, Mike ISN’T one of them! Mike was amazing. He took the time to do an amazing job and I’ll definitely have them back regularly. 5 Stars! Kym Berry Fantastic Experience. Mike was extremely professional, cleaning our rugs, and later carpets before we moved and rented our house out. He was punctual (right on the dot both times), took great care with our carpets and he obviously takes pride in his work. He went ‘above and beyond’ before he left, as he found 3 women struggling to put a treadmill into a shed. He was right in there to help and thankfully, got that job done as well! Would highly recommend this company and Mike in particular.
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
21
NOTES During the first quarter of 2022 we missed our turnover target by $24,198.50, our number of jobs completed by 63 and our job average target by $21.41. Whilst we have had challenges with Covid related isolation protocols and significant rainfall during this period ultimately these shortfalls have been attributed to insufficient marketing or promotional activities being undertaken during this period. We have seen an increase from Facebook in both our job numbers and revenue in recent months. This is likely due to an increase in regular posts on our Facebook page and active involvement from Steve and Mike in local community pages. Further activity in this area is planned to include strategic scheduled advertising posts within the local community pages and paid advertising within the coming months to continue increasing our engagement and revenue from this platform. Whilst our repeat rate remains above our benchmark our referral rate has been consistently below benchmark levels. Our referral rate remains an ongoing concern and action must be taken to improve our ongoing referral activity. Our Real Estate and Real Estate Referral work has remained similar when compared to the same period during previous years. Guardsman continue to provide us ongoing work however the workload has dropped when compared to the same period during previous years. This is consistent with results seen over the 2020 & 2021 periods. Mike recently met with Supreet, Guardman’s local call centre manager, to discuss our ongoing relationship and the drop in workflow. Supreet advised that this was as a direct result from COVID-19 related concerns, including having their staff working remotely from home which saw a significant decline in their call staff performance. During this meeting Mike updated Supreet with our current service area as well as advising of all other services performed by Stain Busters. Overall this meeting was very positive and we will continue to monitor the workflow provided by Guardsman throughout the year. Due to the ongoing drop in overall workflow from Guardsman Mike has planned a follow up meeting with their team in the coming weeks to re-assess this situation. During the phone consultation to establish the meeting Mike was advised that Guardsman have experienced a large staff turn-over and ongoing relationship building is likely to be required for some time to come. Attention needs to be given to our ‘Additional Centres of Referral’. These ongoing referral centres are likely to be areas which would yield strong outcomes. Steve and Mike will discuss this during our next sales and marketing meeting. Our conversion rate remains strong at 83.48% overall, however is currently below our target of 85%. Our conversion rate will continually be monitored throughout the year and additional training will be provided should it become evidently required.
22
Our value adding to clients requires improvement if we are to achieve our annual target of $30,000. Whilst Chris’ performance in this area has improved significantly over recent months Mike’s performance in this area has dropped significantly and will be addressed with him accordingly. If we are to achieve our annual target Steve and Jayne will also be required to add value to clients during the booking process. There is a significant difference in our top 3 revenue centres and our remaining services, both in number of jobs completed and overall revenue. This is consistent with results throughout 2020 & 2021. Attention needs to be placed on underperforming revenue centres to increase sales in these areas. A number of these underperforming services are our highest profit producing revenue centres and sales in these areas need to be improved as a matter of priority. Critically important figures need to be established ASAP to ensure maximum profitability within our business. These include our breakeven, client acquisition cost and client lifetime value figures. Key sales and marketing initiatives need to be undertaken ASAP; these include: 1. Updating Google My Business page 2. Plan to regularly maintain Google My Business page needs to be established 3. Paid Google advertising needs to be re-investigated 4. Prepare high quality video and photo content for various social media posts 5. Plan and schedule regular Facebook posts 6. Prepare paid advertisements for Facebook 7. Plan and schedule regular offers to Facebook community group pages 8. Establish relationship with reliable cake delivery supplier (or similar) capable of servicing our large service area 9. Establishing an improved, automated system for FMS cards 10. Sending FMS cards through Send Out Cards until an automated system can be established 11. Establishing an accurate system to track clients returning via FMS cards or emails, including additional training for call taking staff 12. Discuss our referral rate with peers and establish a plan moving forward to improve accordingly 13. Establish plans to increase underperforming revenue centres Key improvements have been made to our existing reporting processes to include significant and relevant information around our sales and marketing initiatives. These reports are likely to continue evolving over time to ensure all relevant information is captured accurately and monitored closely. This will ensure that appropriate and decisive action can be taken promptly to rectify any key areas identified to be of concern.
“A GOAL WITHOUT A PLAN IS SIMPLY A WISH”
IS A
ONCE YOU SEE THE IMPROVED RESULTS FROM YOUR ASTUTE PLANNING –
IT BECOMES AN
ADDICTION