PLOWZ & MOWZ | SPRING 2016
TABLE OF CONTENTS Executive Summary……………………….…………………....…3 Problem Statement……………………….………………..……...4 Situation Analysis...……………..………….………………..…...5 SWOT Analysis…………………………….…………………..…...10 Research Objectives……………………….……………………….14 Research Methodology……………………….…………..……...16 Summary of Results……………………….……….……………..18
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Recommendations………………………….……………………...22
EXECUTIVE SUMMARY • Problem: lack of internal employees affects quality control of current markets. • Research: conduct secondary and primary research methods and analyze findings to develop a strategic communication plan. • Findings: customers are concerned about the price of the service. They also require the service to be safe and easy to use.
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• Recommendations: Plowz & Mowz needs to be more engaged on social media. It also needs to improve the quality of its customer service.
PROBLEM STATEMENT • Plowz & Mowz wants to expand clientele and increase the number of jobs in its already established areas. • The company’s lack of internal employees is affecting quality control of its current markets.
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• Plowz & Mowz needs research to help formulate effective strategies that enable the company to grow.
SITUATION ANALYSIS: THE COMPANY • Plowz & Mowz is a company that provides on-demand plowing and mowing services, primarily through an app. • The company would like to further expand its customer base in existing territories.
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• Internal staff is very small compared to the value of the company with less than ten in-house staff members.
SITUATION ANALYSIS: THE CONSUMER • The primary customers of Plowz & Mowz are smartphone users, homeowners, age 25 and up, and have some level of disposable income. • Secondary customers include those who do not purchase services themselves, but instead a friend or family member purchases the service for them (Plowz & Mowz, 2015).
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• Customer opinions are primarily shaped by friends, family members, and trusted acquaintances.
SITUATION ANALYSIS: THE MARKET • The environment in which Plowz & Mowz exists has two components: • Technological component
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• Lawn care
SITUATION ANALYSIS: THE SERVICE • Plowz & Mowz focuses on providing on-demand plowing and mowing services through a smartphone application.
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• Additional option to order online via desktop computer or laptop. • Provides organization for providers.
SITUATION ANALYSIS: THE COMPETITION • Plowz & Mowz competes with private contractors, local landscaping companies and other startup plowing and mowing companies that have replicated its business model. • Nationally, Brightview is a large competitor.
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• Very similar business model • Only holds 3-4% of the market share (Olick, 2016) • TouchPlow and MowGO SnowGO (MowGO SnowGO, 2016; TouchPlow, 2016) are apps that offer on-demand services similar to Plowz & Mowz.
SWOT ANALYSIS: STRENGTHS • The app makes ordering services efficient for customers and makes finding and completing jobs more efficient for providers. • There are job opportunities for providers throughout the winter, spring, and summer months. • Services are available in 30 locations nationwide. • If a customer really likes a service provider, he/she can request the same provider each time services are ordered.
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• The rate of customer retention is over 90 percent.
SWOT ANALYSIS: WEAKNESSES
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• Customer reviews are polarized. Customers tend to either have extremely positive reviews or claim that they have the worst experience with Plowz & Mowz. • There is only one customer service representative in charge of responding to all customer questions, complaints and concerns, sometimes making it difficult for customers to contact the company and get the help they need. • There are not enough internal employees to effectively handle all of the internal functions necessary. • The services offered are limited.
SWOT ANALYSIS: OPPORTUNITIES • Social media and smartphone technology research and development can allow for the company to maintain its position as an industry leader. • The company can expand to more locations that are in need of mowing service throughout the entire year, such as more cities in California, South Carolina and Florida.
• The company could considering negotiating contracts with landlords and other organizations that own many properties.
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• By offering bundle deals and referral rewards programs, the company may be able to increase customer retention and word-of-mouth advertising.
SWOT ANALYSIS: THREATS • Competition is expected to increase as smartphone apps become more popular in this industry. • Extreme cases of inclement weather may inhibit providers’ ability to get to jobs on time, resulting in dissatisfied customers. • The unpredictability of weather always poses a threat to business.
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• TouchPlow and MowGO SnowGO have already copied the same business model as Plowz & Mowz.
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Explore how Plowz & Mowz can better use social media to enhance its public image.
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Identify ways to improve trust in conducting business through mobile devices in order to infiltrate an older audience
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Determine the effectiveness of Plowz & Mowz’ customer service.
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RESEARCH OBJECTIVES
RESEARCH METHODOLOGY: SOCIAL LISTENING Sampling Frame: Random sample of all available tweets and blogs on Sysomos from January 1, 2015 to date, that match strategic keywords related to Plowz & Mowz services and/or employees. Execution: • Recruiting Method: None • Location: Online (Sysomos MAPs) • Length: Seven hours • Incentive: None
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• Number of Social Media Posts: 30
RESEARCH METHODOLOGY: ONLINE SURVEY Sampling Frame: People living in Syracuse, New York ages 18-45 who are potential Plowz & Mowz customers due to ownership of an iPhone. Execution: • Recruiting Method: Facebook • Location: Online (Qualtrics) • Length: 17 questions • Incentive: None
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• Number of Participants: 141 respondents
RESEARCH METHODOLOGY: FOCUS GROUP Sampling Frame: People living in Syracuse, New York ages 18-45 who have ordered plowing or mowing services at least once. Execution: • Recruiting Method: Craigslist • Location: Syracuse University, Newhouse Focus Group Room • Length: 5 questions • Incentive: None
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• Number of Participants: 8 (2 groups of 4 people per session)
SUMMARY OF RESULTS: SURVEY
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Internal Employee Survey: helpful in exploring the internal employees’ assessment of areas in which the company could improve.
SUMMARY OF RESULTS: SURVEY
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General Customer Survey: Respondents were asked who provides services for mowing and plowing.
SUMMARY OF RESULTS: SURVEY General Customer Survey:
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Likelihood of Respondents to Order Plowing or Mowing Service Again
SUMMARY OF RESULTS: FOCUS GROUP Although focus group participants had a wide range in demographics, the price of their lawn care services was a concern voiced by everyone.
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All focus group participants emphasized the importance of trustworthiness and familiarity of providers.
RECOMMENDATIONS -
Hire a female employee
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Add pictures of service providers
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Get a celebrity sponsor
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- Engage more with followers on social media