First Things First

Marketing.  You need to market.  And when you think you've got a full funnel of clients, keep on marketing.  At the six month mark, I don't think I have enough clients in my funnel and I continue to market.

Under the franchise agreement, I do not have much latitude for product, place or price.  We offer a comprehensive collection of services that appeal to the busy homeowner: house cleaning, window cleaning, duct cleaning, carpet cleaning, wall cleaning, house sitting, and pet sitting.  My territory was defined by postal code in the franchise agreement and going outside that would be in defiance of the agreement.  Lastly, pricing for services is also decided at the corporate level.  I wonder if pricing would have more flexibility if I was geographically removed from the corporate office.  The only element left under the typical four Ps is promotion.

I was required to spend a minimum amount of funds for my launch advertising.  I exceeded it.  Four fold.  And that's not counting the "free" stuff I did.  Here's a brief overview of the tactics used:

• A local newspaper interviewed me and my article appeared on the front page - along with a photo of me.  Got one phone call from this.
• I placed a series of ads in the above local paper. Got zero return on this very expensive method of advertising.  
• My bank let me set up a ballot box at the branch for a month and the winner of a 3-hour house cleaning has become an "every few months" client.
• The local Marketplace News worked with me to create a series of advertorials - like an infomercial, but in print, with a warmer approach. Got at least 3 clients from this.  It has paid for itself.
• We did a Facebook promotion giving away 3 hours of cleaning.  The winner became a monthly client.
• Got my box of business cards and handed them out at every single networking event I could attend.  Events included breakfast, lunch and dinners with the local Chamber of Commerce.  Attending a female-centered marketing event.  Speed networking.  Attending local alumni events (pub nights) for both universities I graduated from. No return on this yet, but you don't know when networking will eventually kick in.  I now have a ton of people trying to get me to buy their services, though. I found my bookkeeping support through speed networking.
• Participated in a Living Social promotion.  You lose money on a Groupon / Living Social promotion if your labour costs are tied to a specific service like ours is.  However, I have had one of the Living Social voucher purchasers turn into a regular client.  And it kept my employees busy while I was securing regular clients.  You can only grow as much as you have capacity to grow.  ROI is still negative, and is turning around.
• A cool thing we did as part of our Living Social promotion is get some magnetic business cards made up to leave behind.  I put them on every Starbucks bulletin board that I come across and one of my employees grabbed a bunch and puts them on her Super Mailbox.  They keep disappearing.  And I got a call from a lady who found one of the cards at Starbucks.

What did I learn from this?  My people tend to read Marketplace Newsletter.  Most but not all Living Social people are looking for a cheap cleaning service.  And now that referrals are starting, my team and I need to keep up the good work.