Is your marketing generating a steady stream of sales leads?
If not, ask yourself this question: Do you have a marketing plan?
You may know what your business goals and objectives are. And you probably have a website and some advertising. But without a game plan, your marketing activities are reduced to a few unconnected activities that are unquestionably to produce the results you want.
A marketing plan helps you tie all your marketing activities together and keeps you focused so that you can create a roadmap that will lead you to your objectives.
And a simple, one-page marketing plan will take you a lot further than no marketing plan at all.
So what should your plan be based on? You can start with these basics:
1. Identify Your Marketing Goals
What specifically does your marketing need to achieve for your business to thrive? How many new leads do you need each week? What percentage of those leads do you need to convert to sales? What is your revenue target?
2. Create A Marketing Strategy
Take a look at your goals. Now what is your overall approach and position in relation to your goals and competition. My marketing strategy uses an educational approach. By providing people with useful information and ideas, I get an opportunity to demonstrate the value I provide and establish my credibility.
3. Set Up Your Marketing System
Create an action plan. Tie all your marketing activities together into a system that reflects your marketing strategy. The idea is to have everything working together as one.
4. Creation And Implementation Of Your Marketing Activities
Now that you have identified what your marketing activities will be, it's time to take each marketing activity and figure out who will create and implement it and when.
5. Fine Tune Your Marketing Tools
Your marketing activities require the use of one or more marketing tools. These include your website, your marketing messages and things like article marketing. To get your prospect's attention, you need to ensure your marketing tools are really ready to cut through all the marketing noise.
Creating a written plan may seem intimidating but as you can see, you should be able to hammer out the basics in a few hours.
The Accounting Profession of Singapore
The Institute of Certified Public Accountants of Singapore (ICPAS) is the national body representing the accounting profession in Singapore. It maintains a register of qualified accountants comprising mainly local graduates. Membership is open to members of the Institutes of Chartered Accountants of England and Wales, Australia, Scotland, Ireland and a number of other accounting bodies. Generally, prior to being admitted as a full member, they must attend a week-long pre-admission course. Members are designated as certified public accountants (CPA).
The Public Accountants Board, whose council members are appointed by the Ministry of Finance, licenses and registers accountants who wish to practise. It also handles practice monitoring, disciplinary matters and regulations on professional conduct.
Accounting Records in Singapore
All companies incorporated under the Companies Act are required to maintain books of accounts that sufficiently explain the transactions and financial position of the company.
The books may be kept either at the company’s registered office or at another place the directors think fit. If the books are maintained outside Singapore, sufficient records must be maintained in Singapore to facilitate the preparation and/or audit of financial statements that reflect accurately the company’s financial position.
Sources of Accounting Principles
Financial Periods Commencing before 1 January 2003 The principal source of accounting principles in Singapore, namely Statements of Accounting Standards (SAS) and Interpretation of Statements of Accounting Standards (INT), are issued by ICPAS. These standards are essentially International Accounting Standards (IAS) modified for certain transitional provisions. They provide guidelines on the accounting measurements and disclosure requirements. Businesses may depart from such standards if the standards conflict with disclosure exemptions granted by law. Otherwise, ICPAS may take disciplinary action against any of its members who are in violation of the standards.
Rules on accounting measurements are generally established by SAS and INT. Disclosure requirements are governed by SAS, INT and the Companies Act.
ICPAS is a member of the International Accounting Standards Committee (IASC). Compliance with IASC standards are not mandatory, but the institute supports the IASC objectives of formulating and publishing standards for observance during presentation of audited financial statements and promoting worldwide acceptance of such standards.
Financial Periods Commencing on or after 1 January 2003 With the implementation of section 37 of the Companies (Amendment) Act 2002, SAS issued by ICPAS will not be used with effect from annual financial periods commencing on or after 1 January 2003. Instead, Singapore Financial Reporting Standards (FRS), issued by the new accounting standards-setting body, the Council on Corporate Disclosure and Governance (CCDG), are now effective. FRS are essentially adopted from International Financial Reporting Standards (IFRS). The previous SAS were adopted from the same set of IFRS (formerly referred to as IAS) but with modification to certain transitional provisions. Consequently, there are differences between FRS and SAS.
Interpretations of Standards are authoritative guidance on the application of the relevant standards. CCDG adopted all international interpretations as Interpretations of FRS (INT FRS) with effect from financial periods beginning on or after 1 January 2003.
Compliance with FRS is a statutory requirement whereby any non-compliance amounts to a breach of the Companies Act by the directors.
Financial Reporting in Singapore
The Companies Act requires that an audited set of financial statements, made up to not more than six months before every Annual General Meeting, is to be presented to the shareholders at the meeting. Generally if a company incorporated in Singapore has one or more subsidiaries, it must prepare consolidated financial statements unless it meets certain criteria as provided for in FRS 27 Consolidated and Separate Financial Statements. Currently, financial statements under the Companies Act consist of the balance sheet, income statement together with explanatory notes. With the Companies (Accounting Standards) Regulations 2002 coming into operation for financial periods on or after 1 January 2003, a complete set of financial statements will comprise the balance sheet, income statement, statement of changes in equity, cash flow statement and explanatory notes.
The financial statements must be accompanied by the directors’ and auditors’ reports and by a statement from the directors declaring that the financial statements show a true and fair view and that it is reasonable to believe that the company can reasonably pay its debts as they become due.
Companies which meet specific provisions in the Companies Act may be exempt from having their accounts audited but nevertheless must prepare financial statements that comply with the Companies Act.
Annual Requirements for Companies in Singapore
The Companies Act requires every company, except for those exempted in accordance with the provisions in the Act, to appoint one or more auditors qualified for appointment under the Accountants Act to report on the company’s financial statements. The auditors are to ascertain whether proper books of accounts have been kept and whether the financial statements agree with the company’s records. They will then report on the trueness and fairness of the financial statements to the shareholders at the Annual General Meeting.
Audit Exemption Starting with the financial year beginning on or after 15 May 2003, the following companies are no longer required to have their accounts audited. However, they are still required to prepare accounts (and consolidated accounts where applicable) that comply with FRS.
o Small exempt private companies An exempt private company with revenue in a financial year below S$5m is exempted from appointing auditors and from audit requirements. Revenue is defined according to the statutory accounting standards, i.e. the FRS.
o Dormant companies A dormant company is exempted from appointing auditors and from the audit requirements if it has been dormant either (a) from the time of its formation or (b) since the end of the previous financial year. A company is considered dormant during a period in which no accounting transaction occurs, and the company ceases to be dormant on the occurrence of such a transaction. For this purpose, transactions arising from the following are disregarded:
- Taking of shares in the company by a subscriber to the memorandum
- Appointment of company secretary
- Appointment of auditor
- Maintenance of a registered office
- Keeping of registers and books
- Fees, fines or default penalties paid to the Registrar of Companies
“If you use Emotion and Love to drive your sales and your business, you will create Loyalty Beyond Reason. And I promise you, you will build relationships and enjoy a business that exceeds beyond your wildest expectations”
First of all, before you decide to start your cleaning business, make sure this kind of work is right for you. You will need to be in good physical condition. Cleaning is very hard strenuous work. You will need to have good customer relation skills. You will need to have basic office skills and some accounting skills.
If you are planning on leaving your full time position to start a cleaning business, make sure you have at least six months of savings. Or keep your full time job and start out part time.
Research all the aspects of the cleaning service business. From customer service to advertising, taxes, employees, insurance and bonding, what to charge and how to clean a home professionally. Cleaning your own home and cleaning professionally is totally different. Learning how to clean professionally takes a lot of time. When a client pays for your services they expect to come home and find their home spotless.
Getting those first clients takes time, persistence and patience. You will not get a hundred clients overnight.
Obtaining Those First Clients The hardest part of starting your own cleaning service is obtaining those first clients. Most clients want to know how long you have been in business and want references. The best thing to do is let clients know that, yes, you are new to the business but that you have thoroughly researched all aspects of the cleaning business and assure them that you know what you are doing and that you are quit capable of cleaning their home to their specifications. Be confident. I can’t stress this enough. Clients love to see confidence. It relieves their worries and lets them know that their home is in good hands.
References: To get a few good references when starting out, ask some friends or family members if you can clean their home for free or at a discounted rate. The sound of working for free may not be appealing but it will be worth it to get some good testimonials.
When cleaning those first homes, go for quality, not how fast you can clean the home. Cleaning efficiently takes a long time, but you will get to the point where you can do a thorough cleaning in a short time. After cleaning make sure you go back and double check all rooms to make sure you didn’t miss anything. Impress those first clients and word of mouth will spread soon.
Advertising Your company image is everything. Before you start advertising, decide what image you want to portray on your advertising material. Your image is very important. Be consistent with all your advertising. If you have a logo be sure to use it on all your advertising materials. I think it is best to have a website developed before you start advertising. When advertising, stick with the same logo and colors.
Advertise in Local Paper: Start by running a text ad in your local newspaper. Try to come up with an eye catching ad. Do not sell your services on low rates, sell your services on your quality of work and what you can do for the client that other companies don’t. There is a lot of competition in the cleaning service. You have to stand out from the rest.
Magnetic Signs or Lettering for your Vehicle: Having your business name and contact information on your vehicle is a great way to advertise. We use the vinyl lettering. The lettering looks much more professional than the magnetic signs.
Flyers: You can print nice flyers on your home computer, but I would suggest investing in some professional flyers. Hang flyers at Hair Dressers, Laundromats, Restaurants, Bakeries, Grocery Stores, etc. Put flyers on car windows at local groceries stores and businesses. You can even go door to door in neighborhoods you would like to work in. You cannot put them in mailboxes. but you can put them in the front door.
Door Hangers: Door hangers are a great way to get new clients. Pick the neighborhood you would like to work in and hang the door hangers on the doors. When people get flyers or ads in their mailbox they usually throw them away with the junk mail. But if there is a door hanger on the door they will take the time to look at it.
Business Cards: Start passing out your business cards to friends and family members. You can also ask your local businesses if you can leave some cards on their counters.
Referral Program: A great way to obtain new clients is through a referral program. Offer existing clients a discount when they refer a friend. You can give your existing clients a discount when the friend uses your services three times.
Website: These days people live very busy lives so they use the convenience of the internet to shop for the services they need. A lot of working women will shop for services while at work. Everyone that has a business should have a website. It shows clients that you are serious about your business and allows them research your business in their own time.
Cleaning Products: By using all natrual products, you can offer your clients a healthy cleaning experience and protect ourselves against harsh chemicals. Clients love the natural cleaning products with essential oils. They come home to a healthy clean home filled with the wonderful scents of aromatherapy essential oils.
Tip: Always carry hand sanitizer and wash your hands often while cleaning homes. Wear gloves when cleaning bathrooms. You will be exposed to a lot of different germs in clients homes.
Remember most customers prefer that you bring your own cleaning supplies. That way they do not have to worry about going to the store for cleaning supplies before you clean. Some customers have special cleaners for certain appliances or floors in their houses. These customers usually will have these cleaners on hand for you to use. We almost always use the customers vacuum cleaner. That way you do not have to carry a heavy vacuum from house to house.
What to Charge I mentioned earlier that you should sell your services on your quality of work and not your low rates. If your rates are too low, clients will think that your work is sub-standard and that you are not experienced. Also you want to attract the clients that can afford your services. I made the mistake of pricing my work too low when I first started out. Cleaning is hard work, charge what you are worth. As the old saying goes “You get what you pay for.”
Some companies charge by the hour, some charge by the room, some charge a flat rate per home and some charge by the square foot. I think it is better to charge by the home, not by the hour. If a client knows they have to pay one set fee, they don’t care if you take 2 hours or 5 hours. Also your clients will know what they are paying up front and won’t have to worry about added expenses.
No two houses are the same. And there is no set charge for all homes. You have to clean for awhile yourself to get some experience and to work out a system to clean efficiently. Only you know what you want and need to make. Decide what you need to make hourly to cover all expenses and still make a good profit.
A word of advise: Make sure when you start your company that you charge what you would charge if you had employees. Some people make the mistake of under charging when they start out just to get customers and then later on when they grow and need to hire help they aren’t making enough money on their houses to pay help. Don’t under price your work. Cleaning homes is very hard physical work and you didn’t get into this business to work for nothing.
New Construction Cleaning If you decide to do this type of work you will need more equipment. You will need ladders, window cleaning kits with long extensions, a shop vac, etc. These types of jobs are usually 2 to 3 person jobs. New construction cleaning requires a lot more cleaning. You may have to remove stickers and labels from windows and bathroom showers, sinks and toilets. Some require that you clean the vents to remove dust from construction work. There will be ceiling fans to clean, scrubbing floors, and cleaning woodwork to remove dust. New construction cleaning rates depend on the area you live in.
Insurance and Bonding. You need to be an honest person and somewhat personable. People will need to trust you to be in their homes. Most clients are concerned about having someone new in their house, with good reason. You should be bonded and fully insured. Liability insurance rates depend on your insurance carrier and where you are located. Each person you hire will increase your liability insurance. It’s well worth the cost. You can pay quarterly or yearly. You can purchase your bond through your local insurance company. You will need to renew the bond every year. *Note: if you hire employees and cover them under your insurance, they must be an employee on payroll and not a sub-contractor. If you employ them as a sub-contractor your insurance will not cover them. If they are a sub-contractor they are required to carry their own insurance. You
Hiring Help If you start out cleaning the homes by yourself, you will eventually get to the point where you need to expand your business. Start out with one part time employee. Train her and let her take your place one day a week. Then have her take your place 2 days a week and so on. This will give you the free time that you need to market your business and obtain more clients. After you get more clients you will be able to hire more part time help. Eventually you will be able to stop doing the cleaning yourself and just run the business end, which is the only way you will be able to grow your business. When training new employees, always, either train them yourself or have a lead person train them. Make sure there is a lead person on each and every cleaning job. Employees have a tendency to slack off when they are on their own.
Growing Your Business You will eventually get to the point where you have enough employees and lead people and you will be able to stop working in your business and start running your business. You will find that after awhile it will get to be too much trying to clean everyday and at the same time giving estimates, answering calls, scheduling, doing book work, obtaining new clients, etc.
Remember one of the most important qualifications for a cleaning service is TRUST. A client has to know they can trust you alone in their home. After you acquire a few cleaning positions ask the clients if you can use them for a reference. Most of the time they are more than willing to let you use them for a reference. This is how you build your business and acquire new clients is through referrals. Be dependable. Most clients will want to be set up on an every week or every other week schedule on the same day of the week. Try to always keep this same schedule unless the client asks you to switch to another day. If you have to cancel a cleaning date, make sure you try to reschedule at the earliest possible date to make up the cleaning.