“I am Floree Hill, owner of M & T Laundry and More, established February 8, 1996. M & T originally started as a small laundry service intended for residential accounts and has grown solely through word-of-mouth referrals. M & T fills a unique niche in the market, providing affordable, professional and expert laundry services that cost users less than they would spend at a standard dry cleaner while offering much better results. At M & T, our overall strategy is to provide quality care service to every area of laundry. Additionally, saving our customers valuable time – since there never seems to be enough – is the cornerstone of M & T Laundry and More. Laundering clothing and linens is one of people’s least-favorite and time-consuming, yet necessary chores. It is in this area that M & T Laundry will be an asset to individuals and businesses alike helping them run more smoothly by lifting their laundry burden. We provide customers with quality care for their garments, including hand-washing and ironing. Not only will this save them time, but they will save even more in the long run because their clothing will last longer.”
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“The idea of someone lifting my laundry burden is very appealing. However, my initial reaction to this pitch is why should I choose M & T Laundry and More? Statements such as “providing affordable, professional and expert laundry services that cost users less…” are very generic and could be claimed by any business. That is expected by customers. What makes M & T different? Is there a special process or technique used that make it better than the competition? For example, are natural ingredients used instead of harsh chemicals? Do you pick up and deliver? What is the “more” as noted in the name of the business? One suggestion is to take a nostalgic approach such as “We do laundry like your grandmother did.” Seriously, how many people actually take time to iron their clothes these days? Use language that makes your target audience actually feel the crispness of a freshly ironed cotton shirt, and smell that wonderful scent of linens that have been drying in the sun on a clothes line. In other words don’t just tell the obvious..”
BJ Nash
President
Nash Network
Public Relations & Marketing
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“It’s time to take advantage of the hard-fought commercial foundation you have established. Today, your revenues are mainly generated by direct labor, you hold on to customers by providing quality service and I’m sure that you’ve developed a reputation for being the expert at what you do. So, your goal ought to be to increase revenue by taking advantage of what you’ve been able to do to this point, with minor increase of risk and virtually no new overhead expenses. Consider increasing your income without increasing labor or overhead by notching-up the premium aspect of your service by linking your operation and word-of-mouth advertising to a high-quality product line that is integral to your service. You will want to modestly increase your prices to reflect the change. However, your loyal customers will enjoy knowing, even bragging about, the fine detergents and products you use. Then, you can begin to offer some of these products for sale the same way that hair salons use point-of-sale as an opportunity for increasing sales. You may lose the occasional customer getting started but will likely attract numbers of new customers to your higher-end offering. The result could be more income and more time to think about expanding your reach.”
Greg Hillman
Zone Manager
SC Launch!
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