THE FRESH HOUSE BUSIENSS PLAN

01- Executive summery

The Fresh House

Is a yet-to-be-launched dry-clean shops in Abu Dhabi- Al Reem Island

Our approach to Fresh House's was focused on honesty, quality, and customer service in an area in Al Reem island has no such facilities so far

Our first shop location in Al Reem island will cover the location of the gate towers mall, near the sun , sky towers , will serve 3050 flats In the gate towers , 550 Sky & Sun towers

Our goal to expand and cover the whole Al Reem Island in the coming three years from the time of establishing the first shop in 2014, by adding shop2 & 3 plus drop and pickup desks POS

Due to the first establishment and the number of population living already there, we are expecting from the first year to cover the capital investment money and we run 20% of growth , the second and third year.

Meaning that the RIO of the investment will be 100% from the first entail year

A Calming spirit design, combining simple geometric forms with a clean, sharp, Apart from our premium dry-cleaning services, Fresh House will also provide exclusive, quality gifts items such as scented soaps to the guests.

As unique approach to a unique area in Abu Dhabi

02- The business

2-1- The mission statement

We will be the highest end laundry service in Al Reem Island Abu Dhabi , Our vision is the unique service that we will provide, the products that we will use and the quality that will give to build trust among the customers.

We will be involved with the society activities and share our knowledge in using eco friendly material and products while doing our essential needs in safe and free hazard manner

2-2 The company

Our company will be starting with one shop in Al Reem Island, big enough to operate a laundry business and cover the main services that the residents really needs.

The company will be in form of LLC (limited liability company form) in the future when we will expand to have main office and it will be between the investors up to four people’s financial investors and operational investors.

Company it’s owned by all of them through a legal contract signed and approved under the UAE law

The business income 75% for the financial investors & 25% for operator investors after cutting the expenses on monthly bases

The local sponsor and financial - investors they will be the silent partners only .

The first year to be run the as solo company to reduce the expenses and the paper work ..ect

2-3 Main Activities, Location & Facilities

The shop 90 sqm will be located in the gate towers buildings or in the marina square area -Abu Dhabi Al -Reem island

The gate towers will hold 3050 flats

Marina square will had 5000 flats

sun tower will hold 1050 flats

Total population of Al Reem Island is 200000 to 250000 persons .developing and growing .

Al Reem Island one is the fastest growing area

our shop will cover one of the essential service need that the resident and company are required which is laundering .

our activities will include

1-washing cloths 2-drying cloths 3-ironing cloths

4 -dry cleaning cloths 5-cleaning leather material such as bags, shoes, hats, belts

our service will have normal operation hours and 1 hour laundry service too

big activities like curtains , carpets, blankets will be with sub contractors doing the job for us in the first stage .

will do pickup and drop up service .

will use bio eco detergent products

scent on cloths will be fresh cotton

The potential location in the gate towers mall

2.4 Unique Features

Being the first laundry shop open in Gate /sun/ sky towers and Mangrove buildings areas

will give us the advantage to capture most of the new residents to be our clienteles in very short period of time

clean /fresh/ soft- trust- and customer care with sustainability ,its our aim of success and unique selling points USP

our key elements is providing the cleanest cloths covered by fresh scent and soft touch to our guest

the fresh scent and softness of cloths every time guest pick up it will be second to non in this business ( most of laundry shops lose this touch after few months from opening to generate more profits ) we attend to keep it as signature approach to our services

our customers care service will be the biggest impact of this business

( listen and understand customers needs and concerns about their cloths ,will build something more than

just laundry service ).

membership cards with discount offer is good start to impact the guests with surprises

bags and gimmicks stuff as gifts to our customers end of each month will create loyalty customers to our business

deliver what we promise on time and in the right way our main key element.

2.5 Key Management and Staffing Strategy

The shop will operate as the following

Co founder and GM 1( handling day to day operation- customer service / looking over all of the operation / opening and closing dealing with customer and build relationship with them- putting the marketing & promotion plan on place follow through & monitor the business cash flow and employees performance day to day operation

Laundry supervisor 1 in charge of the process of cleaning / washing / pressing of all items with assistance of 5 staff he will insure the standard of cleaning applying , the performance of the staff are met and productivities on place

Guest relation and customers service 1 a good looking female will be in charge to deal with clienteles

answering the phone and welcoming the customers , handling the cloths and make sure the count of items are correct before the customer leave the shop. she will be the contact person when customer coming to collect his items or to send the driver to drop finished cloths to customer house

• four Laundry team members they will assist the laundry supervisor pressing person, marker / checker person , dry cleaner person, attendant to do the job on daily bases to make sure that no pending jobs will be for the next day •Driver 1 will assist in pick up, deliver and dropping the cloths from and to the shop •accounting person part time on monthly bases •will do the monthly closing /opening of all bills, the balance sheet statement and profit and lose sheet , break even ..ect •engineering part time contracted for any assistance need to the equipments and machines requirements . •driver •recruiting will be basically from Philippine except the customer service and driver •customer service female ( Arabic / east Europe ) •driver from Nepal / Indian / Philippine

2.5 Key Management and Staffing Strategy

2.7 Business Relationships

will be mainly with products suppliers companies

shops around us

buildings operators managements

staff and employees in the shops to advertise our place to their clienteles

2.6 Advisers

PRO to handle the government related issue till opening

contactors to build and decorate the shop

company equipments suppliers

lawyer for the legal papers and contracts

banker to advise of opening shop account and staff salary transfers

accounting to follow through the opening expenses etc

2.8 Past & Present Performance

N/A

3.0 Products & Services 3.1Description

Laundry shop

cleaning / drying / folding service for all type of cloths and fabrics

using bio eco products

scent fragrance all the time

handling the difficult stains such blood, rust, inks, heavy dirt .

cleaning leather materials bags , belts, shoes, hats

doing 1 hour service cleaning

hand wash option for delicate cloths like silk available

money return grantee of result not satisfying policy .

deliver and picking up cloths from and to the shop where ever the guests in Al Reem Island

3.2 Opportunities/Future Developments

Al Reem Island the 150,000 200,000 population has a lot of potential business .

expand to each area after the first year is our priority to gain bigger share market

putting selling points in each mall will increase our control of the market in the Island

point of sale in sun towers

point of sale in marina square area

point of sale in each groups of residents buildings

This strategy will make us hold the business Laundry of Al Reem island from now till 7 years in future

3.4 Threats

Delay of opening

competitor investment and size of shops

well established names of competitors to inter the market before we open well reduce our chance to speed up building our clientele loyalty

prices of well established competitor might be very low to take the share market for them

4.1The Process/Operations

4.0 Manufacturing, Production, Operations

4.2 Capacity

4.3 Production mix

4.4 -Seasonal variations

4.5 Cost supplies based on 400,000 kg per year projection

4.6 Human resources

5.2Customer Profile

our TARGET clienteles is

age of 30 to 60 years old

average salary from 15000 up to 50000

living in the island , buying from Galleria mall

spending money on Waitrose shopping market

The are eating outside in coffee shops restaurants and having ability to spend on our services

5.3 Strategy

our service is essential to everyone no matter the age , gender, nationality ,specially working families , singles , family with children

our service serve all because its the essential in the modern life style .

will focus on the residents people who are livings around us

will TARGET basically the business people and singles their works take most of their time and give them pickup and delivery service in perfect manner , frame of time and reasonable price

no one will be disappointed that the laundry didn't finish on the day stated or the hour been mentioned, this our key element to gain our guests.

will attract them with our price against our quality service

with our delivery on time

with the grantee money return policy if they are not satisfied

with the scent we ad d to their cloths

with our customer service

with our modern unique approach to this business starting from sending sms as awareness that the cloths ready to pick up

to membership monthly ,yearly and never end up of sharing our income with society to help in human causes as we part of this community

5.4 Key factors influencing market

our share of market is so huge if we look at it in today business

3050 flats in gate towers

550 flats in sun towers

5000 flats in marina square

plus the coming towers around the gate , more than 2000 flats too

our clients after studying the market we found out the average person drop 20 to 25 pcs of clothes per month in laundry no matter what the circumstances is .

our clients are ready to spend 200 to 250 dhs laundry on monthly bases

they use laundry on weekly bases 4 to 8 times a month in average

they tend to change their shirt every day and suit every 3 days, they have spare to cover all the week

5.0 Marketing

5.1The Market

looking to high end residents people living in Al Reem islands

singles

families

companies workers

offices people working in Al Reem Island

5.5Pricing Policy

Our price will start stable and in line with market prices .

it will match the market prices of Abu Dhabi and similar to the high end laundries around the island or in Abu Dhabi City

5.6 Competition

some competitors works

Bianco dry clean

Mr clean

Black and white

5.7 Advertising & Promotion

our strategic plan it's to brand the place and have our name known in the island rapidly .

creating website to the place

face book page ,twitter, Instagram

sms campaign of our special offers ( discount, raffle draw, prizes)

flyers at the buildings and information desk of the malls

sponsoring some events related to clothing's and fashion shows in malls

putting our self in yellow pages

email blast campaign to create fast awareness to all the residents in the Island

using publicity method magazine well read it such as Abu Dhabi week

uniform of the staff with the logo of the shop

Gift bags with the logo

covers with the logo

using stickers on the van

membership cards monthly , yearly with discount offers

5.8 Sell & Distribution

our service selling will aim on product by piece finishing

each item has different price depend on the work , size , market prices comparison

our service selling will be coming from the sum total of items .we attend to collect from the customers

we well sell our services based on trust, speed, time frame that we committed our self with, quality of finishing the service. the product that we use to do the service starting from the customers service to the delivery of products

6.0 Industry Analysis

6.1Overview

laundry services is growing sector over UAE, the nature of the life style and the demand of this kind of service , make the market still open to hold more shops and companies . the new residents area such Al Reem Island , Al Raha beach Area, Al reef area, , the new Cities such Mohamed bin Zayd city and Khalifa Cities , plus the growing in population of Abu Dhabi will never end up or limited this sector of service the competition start to become more challenging due to the investment that already done by many companies , the Machines that brought up to be more faster , more economics and power saver with more options and better solutions

6.2 Industry Characteristics

Abu Dhabi Holds

50 laundries

arranged by locations and area

Al Reem island non till now

6.3 Trends

the trend that most big laundry shops seems to have one main shop covering all the business and some sub point of sale to expand

also the trend show that most shops are limited with employees, like to work as self operators without advertisement because they covering a residents area and they know no chance to a competitor to come and open the same in the same place .

most of customers like to use laundry to save time and effort of washing and pressing ...etc specially if the laundry good in cleaning , pressing ,cheap .

6.4 Price Sensitivity

The prices of products might be changeable due to market prices , it might be increased 5 to 10% from year to year, and that can effect the profit as well .

the prices and the cost of utilities will be determine by the equipments that will purchase , eco friendly , power saver is our solution to have better profit on the long run .

7.0 Financial Information

7.1Current Position

7.2Income & Expenditure Projection

7.3Profit & Loss

7.4Balance Sheet

7.5Cash flow Forecast

7.6Breakeven Analysis

General shop area sections size & costing per sq ft

THANK YOU