Detailed Business Plan for D'Hassel: An Online Maid Service in London

The provided document is a comprehensive business plan for D'Hassel, a proposed online maid service based in North London, UK. It outlines the business concept, including the services offered (maids, servants, office boys, event workers), target market (residential and corporate clients), and value proposition (affordable and accessible services). The plan includes a feasibility study assessing product, industry, market, organizational, and financial aspects. It also presents a business model with strategic analyses (PESTLE, SWOT, Ansoff Matrix, and Porter's Five Forces), marketing and operational plans, and financial projections. The executive summary highlights D'Hassel's competitive advantage through a 'Blue Ocean' strategy, aiming to offer low-cost services and free consultations to attract customers in a competitive market. The plan details start-up and operating costs, revenue forecasts, and risk assessments, providing a roadmap for the launch and growth of the online maid service.

Business Plan
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Table of Contents
EXCUTIVE SUMMARY.....................................................................................................................6
CHAPTER 1 INTRODUCTION..........................................................................................................7
1.1 Introduction................................................................................................................................7
1.2 Rationale of the concept............................................................................................................8
CHAPTER 2 BUSINESS CONCEPT..................................................................................................9
2.1 General business description.....................................................................................................9
2.2 Products and services.................................................................................................................9
2.3 Vision and mission...................................................................................................................11
2.4 Goals and objectives................................................................................................................12
2.5 Target market...........................................................................................................................12
2.6 Value added..............................................................................................................................13
2.7 Specific features.......................................................................................................................13
2.8 Who is involved?.....................................................................................................................15
2.9 The window of opportunity.....................................................................................................16
2.10 Legalities................................................................................................................................17
CHAPTER 3: FEASIBILITY STUDY..............................................................................................18
3.1 Product feasibility....................................................................................................................18
3.2 Industry feasibility...................................................................................................................21
3.3 Market feasibility.....................................................................................................................23
3.4 Organization feasibility............................................................................................................24
3.5 Financial feasibility..................................................................................................................27
CHAPTER 4 BUSINESS MODEL....................................................................................................31
4.1 Introduction to business model................................................................................................31
4.2 Strategic analysis of the business idea.....................................................................................31
4.3 5 M’s model analysis on D’Hassel..........................................................................................31
4.4 PESTLE analysis.....................................................................................................................32
4.5 SWOT analysis........................................................................................................................33
4.6 Selection of possible strategies................................................................................................34
4.7 Development of appropriate business model...........................................................................36
CHAPTER 5: BUSINESS PLAN......................................................................................................39
5.1 Industry analysis......................................................................................................................39
5.2 Ansoff matrix...........................................................................................................................39
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5.3 Market analysis........................................................................................................................40
5.4 Key customers..........................................................................................................................40
5.5 Marketing plan.........................................................................................................................41
5.6 Organizational plan..................................................................................................................43
5.7 Production plan........................................................................................................................45
5.8 Operation plan..........................................................................................................................45
5.9 Assessment of risk...................................................................................................................46
5.10 Timetable for operation..........................................................................................................47
5.11 Financial plan.........................................................................................................................47
REFERENCES...................................................................................................................................48
APPENDIX........................................................................................................................................51
REFLECTIVE STATEMENT............................................................................................................51
Description.....................................................................................................................................51
Thinking and feeling......................................................................................................................51
Evaluation......................................................................................................................................53
Analysis.........................................................................................................................................54
Conclusion.....................................................................................................................................55
Action plan.....................................................................................................................................55
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LIST OF TABLE
Table 1 Competitors grid of rivals, their market share, prices and services.......................................15
Table 2 Start-up cost of D’Hassel.......................................................................................................27
Table 3 Operating Cost of D’Hassel...................................................................................................28
Table 4 Start-up Cost for D’Hassel....................................................................................................28
Table 5 Profit and Loss forecast for D’Hassel...................................................................................29
Table 6 SWOT analysis of D’Hassel..................................................................................................34
Table 7 Showing the type of Advertisement and its cost...................................................................42
Table 8 The number and salaries of employees..................................................................................44
Table 9 List of equipments and their costs.........................................................................................45
Table 10 Gantt chart of different operations of D’Hassel..................................................................47
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LIST OF FIGURES
Figure 1 Sample of housekeeping service............................................................................................9
Figure 4 Sample of event workers facilities.......................................................................................11
Figure 5 Sample of mobile application..............................................................................................14
Figure 6 Sample of website................................................................................................................15
Figure 7 Product Life Cycle...............................................................................................................19
Figure 8 Workforce statistics..............................................................................................................20
Figure 9 UK cleaning industry workforce distribution......................................................................20
Figure 10 Porters Five Forces Analysis..............................................................................................22
Figure 11 Porters Generic model........................................................................................................35
Figure 12 Business Canvas Model.....................................................................................................36
Figure 13 Ansoff Matrix.....................................................................................................................39
Figure 14 Sample Social Media Advert of D’Hassel.........................................................................42
Figure 15 Organizational structure of D’Hassel.................................................................................44
Figure 16 BCG Matrix.......................................................................................................................46
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EXCUTIVE SUMMARY
D’ Hassel is a start-up company, which is a sole proprietorship online business. It provides
different kinds of maid services such as office boys, servants, event workers etc. Along with this, it
also delivers the free consultations services to the target market. The location of the cited company
is in the Northern part of London, UK. This geographical location is a centre of a various business
operations. Further, the individuals living in this area belong to service class. Due to this reason,
there is a high demand of maid services in this location. So, it can be said that Northern part of
London is a perfect location for the online business. The focus market of D’ Hassel is regular
residential customers and corporate companies. In both of the target segments, the need and demand
of office boys, maids, servants and event workers increases with the time. Hiring a servant for
different purpose has been part of the culture.
Cleaning and servant industry of UK has taken minimum order from the customers with
both low and high prices therefore, many of the organizations are not able to meet the requirements
of the service users. This demand gap can be covered by D’ Hassel with his low cost of maid
services and execute right pricing strategies. Although the cleaning and maid industry of UK is
highly competitive and there are many competitors of cited organization such as MOLLY MAID,
Gumtree, Butler for You, The Lady, Prestige Maids, 2 Clean, Happy Home Staff, My Cleaners,
Good House Keeper, Handy etc.
By considering the feasibility study, it has conducted on the services, organizational,
financial, industry and market. D’ Hassel anticipated which it would be successful in the
marketplace since business will employ a Blue Ocean model to survive in the business sector. New
company will operate through online channel and to keep the expenses low, business will hire 15
skilled employees and professionals. D’ Hassel has forecasted that at the ending of the initial year,
company will generate profit before tax of £705000 from 18615 sales of service. Along with this,
the aim of the organization is to make the forecasted profit will be twice it at the ending of the
second and third year. Along with this, D’ Hassel will abolish the set utmost request of maid
services for customers. Many of the organizations believe that clientele have to come to the
industries, but the new venture will change this concept and minimize the costs of several maid
services. With the help of Blue Ocean strategy, D’ Hassel raises the set of minimum service requests
and provide free consultation to the clients to solve their problem. Cleaning and maid service
industry of UK is one of the money-making nation for D’ Hassel and so, the aim of the following
plan is to develop and organize a viable new venture project that can guide the cited firm in
execution of new commerce idea into reality.
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CHAPTER 1 INTRODUCTION
1.1 Introduction
Every business needs to innovate to stay in the competition because without changing the
strategies towards products or services, sales decrease and profit is reduced. When an entrepreneur
starts a new venture, then development of that business is based on his new idea, which is unique
and innovative in nature (Ford, Bornstein and Pruitt, 2010). In the present time, there are lot of new
concepts emerging. Needs and wants of consumers change with the time and in this context, it is
essential for the firms to respond towards the changing desires of end users. If enterprise does not
take the steps very quickly in this direction, then customers will switch to competitors products
satisfying their needs and wants. It has been noticed that many people believe in starting a business
is a mysterious process. The have the urge to start the business but at the same hitch to take daring
steps (Barrow, Barrow and Brown, 2012). Before riding on a business, it should be clear to a person
as in which area he wants to begin a venture and an idea for this. So, in this context, entrepreneurs
look towards to developing a new and unique business plan that delivers value added
reimbursement for the community. By taking this into the concern, we intended to set up a new
thought of doing business.
The present business pitch is about transforming an excellent design into a victorious
enterprise. The arrangement is to set-up an online website which works on just click and hire
services under the name of D’ Hassel. In this new course of action, an online gateway will prepare
where variety of catalogue of maids, servants, office boys and event workers will display next to
their prices. This price list will be based on both per hours and per day basis (Mullins and Komisar,
2010). Clients will have an option to select the person as per their requirements. For the same, they
have to place a request online of company website, select modes of payments and enter the time
when they will require services. The request shall be fulfilled to the clients at their given time and
date. With the help of this, customers will able to book the maids, servants, event workers and
office boys by online without searching them in the market or contact it to other relatives and
friends for maids. Hence, it is a complete new concept for the business (Bell, 2010).
The plan is positioned in northern part of London. It comes under the most cultured city of
UK. Initial investigation of this area shows that the market of e-commerce has risen with
exponential rate in the current environment (Amiri, 2010). This technology has been become more
essential for the busy scheduled people. They do have not enough time to spend out in the market
and search those things as per their requirements. In this situation, they have looked to those
websites from where they can purchase or hire the things by just a single click at anytime and
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anywhere. Hence, the demand for online services is increasing on a regular basis and for this; the
dependency of people on Internet raises with this. So, it is the good opportunity for new venture to
grow the business in Northern part of England. It is also expected that this exponential growth will
be continuing in future also.
1.2 Rationale of the concept
Introduction of a new business always has some strong reason behind existence. Being a
student of MBA, it was my aim to become an entrepreneur and open my own business. Before
transforming this idea into the action, individual has to take a 6 years e-commerce industry
experience. From this, knowledge can be easily gained that how a good website and it services can
attract the customers. Along with this, entrepreneur has to also know that how to run an online
portal and sell the services and products to the end users. It is a sign of entrepreneur that at initial
level individual do not completely involve into the business and with this time. After doing all kind
of research, individual can analyse and concluded that whether new business can be established or
not. With the motive to full fill the dream, entrepreneur has to invest his all savings and efforts for
it. Hence, it can be said that developed objectives related to development of present business
proposal will be completed in the right manner. To start an online business of providing maid,
servant, event workers and office boys to the clients’ business idea is a viable opportunity. Evidence
shows that market trends of use of online services by the local people of UK is increasing with the
time. This is only because of the reason of e-commerce which raises the sales of the business and
provides the facility to the users to buy products and services through online medium (Simoneaux
and Stroud, 2011). People are increasingly depending on the internet technology with the aim of
getting services faster. It demonstrates that new idea is totally beneficial and unique as servant
requirement of different type of individuals can be fulfilled with the help of online platform
developed.. Many online companies have entered into this business area and they have started to
provide various innovative maid services with good quality. On the basis of this, it is expected from
the entrepreneurs that they will introduce a unique and experimental idea to open a new venture in
this area with the application of internet. With the help of this concept, it will be easy to identify
how customers experience can be improved with new services (Schutz, Rezg and Léger, 2013).
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CHAPTER 2 BUSINESS CONCEPT
2.1 General business description
D’ Hassel is a new online website situated in Northern part of London. The focus of this
business is to deliver maids, servants, office boys and event workers facilities to the clients as per
their needs. It is a sole-proprietorship business that delivers different kinds of maid services in
North London among diversified customers. Organization focuses on both part time and full time
servant services. This new business offers variety of maid facilities to individual, institutions and
organisations from consultation to service request to its delivers. E-com merce industry in London
has taken maximum orders from the customers at low prices and holds capability to meet with their
requirements. In the same context, D’Hassel aim to fulfil demand of clients related to servants at an
affordable price. It is a culture of Northern London to hire event workers and other kinds of servant
within the organization on both permanent and temporary basis. After identifying needs of
customers, D’Hassel decided to provide these services to various sectors. On the other hand, in
many of the families, both parents are in working and to manage home along their children is
difficult. So they look for a maid and servants for assistance. By analyzing the needs, firm take
decision to deliver this type of facilities to the customers. Therefore, it is expected that D’Hassel
will also attain its objectives and purpose in appropriate manner and this will build an excellent
image in the mind of end users.
2.2 Products and services
Figure 1 Sample of housekeeping service
(Source: Teece, 2010)
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Figure 3 Sample of housekeeping
services
(Source: Hiduke and Ryan, 2013)
Figure 2 Sample of how D' Hassel manage its
work
(Source: Burns, 2010)
)

Figure 2 Sample of event workers facilities
(Source: Bell, 2010)
Following services will be delivered by the online portal of D’Hassel. This website will
serve various kinds of maid services such as maids, servants, event workers, office boys etc. These
services will be available for the different time duration and several purposes. For example, a
customer needs help of a maid and servant to arrange the house at the time of shifting. In this
situation, client can contact with D’Hassel through online and company can arrange the services as
per the need of the end user. On the other hand, to organize event, ceremony or corporate
conference, there is a need of event workers. For this, firm will also provide such type of services to
the customers. All maid services will completely customize and meet the requirements of the
clients. They will get right services every time along with high class facilities. They are not required
to wait for a long time to receive services from the firm side. Along with this, customer will get
their requested facilities on time at an affordable cost. Issues such as cancellation of request because
of delay, miscommunication etc at the time of order initiation and completed will be avoided.
2.3 Vision and mission
A business is incomplete without a mission. It defines what a company needs to do in
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present by conducting its overall activities (Wessel, 2012). It is stating about how venture will reach
to that stage where it wants to be. In other words, mission statement states about present leading to
the future. Mission of D’Hassel is to establish a highly comfortable, economical and flexible online
maid services to the customers. Through this business, end users will get very good services and
this will meet the requirements of target market. Consumers will not have to wait for too long to
receive the facilities at their destinations. These will be delivered to them on time by minimizing
several issues delay, cancellation of services etc. Therefore, it is expected from D’Hassel mission
statement that business will strongly focus on rendering overall services.
On other hand, vision statement of a company defines that where business wants to be in
near future. It communicates both aim and values for the business to the employees and customers
(Vignali, Vignali and Ryding, 2010). So, it is important for the organization to state its vision in
appropriate manner to achieve the success. The vision of D’Hassel is to become a most consumer
centric maid online websites in London. The motive behind this is to develop a platform for itself in
the e-commerce market where clients can buy the services as per their flexibility and comfort.
2.4 Goals and objectives
A goal is a desired outcome that a person or an organization wants to achieve it within the
set time limits. It is important that goals must be measurable and achievable (Engelsman, Quartel,
Jonkers and van Sinderen, 2011). The goals of D’Hassel are to serve the individuals, institutions
and organisations through maid services and to be one of the top companies in London who delivers
this kind of facilities. To achieve this goal, company will focus on developing and maintaining long
term relationship with the clients and deliver them excellent quality of services at affordable prices.
Along with this, another goal of D’Hassel is to assist the consumers to obtain maid facilities with
maximum reliability and efficiency. On the other hand, to accomplish aim of company, some
objectives are as follows:
 To capture 40% market share at the time of starting 1 year of company,
 To increase the customers by 20% every year for the upcoming next 3 years,
 To generate 30% profit and revenue by the end of first year of business,
2.5 Target market
Target market is a group of customers to which company decides to market its products and
services (Gheorghiu, Gheorghiu and Spanulescu, 2010). It is a first stage of marketing strategy
development. With the help of this, organization can prepare a marketing plan. For D’Hassel, there
are two target markets which are as follows:
Regular residential customers: In this segment, those customers will approach who
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