Service Business Plan Template [Updated 2024]

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VI. Marketing Plan

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

[Company Name] will use several strategies to promote its name and develop its brand. By using an integrated marketing strategy, [Company Name] will win clients and develop consistent revenue streams.

The [Company name] Brand

The [Company name] brand will focus on the Company’s unique value proposition:

  • Client-focused home cleaning services, that treat each home individually and get the job done right the first time
  • Service built on long-term relationships
  • Big-firm expertise in a small-firm environment

Promotions Strategy

Targeted Cold Calls

[Company Name] will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used; targeting individuals in homes are most likely to demand the services of a cleaning company. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.


[Company Name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer their friends and neighbors by providing discounts for new client produced. This strategy will increase in effectiveness after the business has already been established.

Additionally, [Company Name] will aggressively network with local area hardware and cleaning supply stores that sell products used by [Company Name]. This network will generate referral leads and give out flyers to customers at no charge in exchange for the steady purchase of cleaning supplies. In return, clients who seek to use the high-quality products that [Company Name] uses will be directed to these stores.


[Company Name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company Name] as the trustworthy, well-qualified home cleaning firm that it is.


[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and local sport programs. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as supermarkets and real estate offices.

Pricing Strategy

[Company Name]’s pricing will be competitive compared with Merry Maids and lower than King’s Cleaning, although higher than illegal independent housekeepers. For regular, weekly clients, pricing will be based on the average labor needed for a job and a steady fee will be set. For one-time clients, or clients who are trying out the firm’s services, a competitive hourly rate will be charged.

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