[David Slater]

put it this way i left a very secure job with great prospects for me in the future. I decided to go full time in WC. If i can make it over the next few years then i will be fine. GF's auld fella started out in the 80's when things were really grim and he said if you can make it in the hard times then you will be fine.

Now this is something I've heard said many times over the years and I tend to agree that on the whole, its probably a stronger test of ones personal resolve and true test of a business model if it can survive (and prosper) in a downturn. Its also fair to say that a new business starting out has less overheads than a more established business and as a result can operate a much 'tighter ship'.

Personally, I'd rather be entering a new business in less of a 'Boom' and more of a 'Flat' economy. 'Booms' tend to throw up excesses in every field (not unlike house prices in the last ten years) They can distort the true picture and lure you into a false sense of security which may lead to rapid expansion and  excessive borrowing for growth when you are using current trading as a projection for future growth (this is what Northern Rock chose to do...and I think we all know how that turned out!).

SJM,

Broadly I agree with your assumptions - If you have a sound business, just do it!

The main problems wont be centered around those guys who are small and lean. They will focus around guys who are just about to make that 'next step' in their business or already have -
Should they take on another person? Using last years trading figures ,the answer would be YES..but what about next years projection? Is it still realistic to use that projection? Is it still a valid model? Does the model have to be re-worked or 'tweaked' to reflect a different set of circumstances?

Should they invest in new equipment?
Using the Thermo as an example, it appears hot water would make the job quicker and as 'time is money' then on the surface, the answer would be YES make that leap. But its very expensive. Will you be able to secure extra work as quickly as your current work to fill the 'dead time' created using hot water? Are you borrowing to buy the equipment? What does this do to your current earnings and business model? Did you build this expense into the model from Day One or are you playing 'catch up' with a rapidly expanding market? Will the market continue to expand at this rate? Will it contract? Is it stable?
This example works perfectly well whether we're talking about new vans, expensive poles (because you hope to secure higher work) or newer wfp systems.

Wishing, hoping, presuming, guessing, using figures from last year or positive attitudes wont affect the price of diesel. Neither will it affect a downturn. Indeed, if you were a haulier fixing your business model on last years diesel price then to all intents and purposes you have a bankrupt business. Would you agree with that?

Standing back in the cold harsh light of day and evaluating your position and model in a brutal, cold and dare I say it, business like manner is the only way to survive and prosper.

Let me use an example - lets say you lost a customer today. Would you want to know WHY you lost that customer or would you be so secure in your position  that you really dont care why you lost them?...what if you kept losing them? At what point do you ask yourself: WHY am I losing them?

What is your churn rate? Is it cheaper to keep an existing customer or let them go and find another? All these questions need to be answered honestly and impartially using sound fundamentals and not what one 'hopes' will happen.

Any business, from the largest mutli-million pound corporation down to a 'one mand band' needs to ask these questions to themselves....after all, we're all in BUSINESS arent we?

Part of that is looking at outside factors that influence your business which are beyond your control.

I dont think of myself as a 'doom monger' but more of a realist. If things are good, then thats good. If things dont look so good, then why is that? and what do I need to change or what can I adopt to make the outcome different.

I hope that doesnt make me a 'doom monger'....or does it? 

[Clive McDonald]

 Northern Rock had no more say in this than some of the budget airlines that are now bust, or putting it another way still the business model (selling cheap 100% mortgages) was no longer valid.

As to the thermopure it does seem to be one of the keys to the door to commercial work. The other being safecontractor and an ad in yellow pages. A website would also seem sensible. All of which are investment

If you've got some practical ability (you don't need a lot) we can sort you out with a brilliant hot system for £300 on top of whatever it is you propose to pay for a system.

The current circumstances do not affect our business model.

Anyway this all theory. I'd much sooner agrue about a hypothetical business plan for you.Do you intend to do the work, or much of it yourself?

[David Slater]

Northern Rock had no more say in this than some of the budget airlines that are now bust, or putting it another way still the business model (selling cheap 100% mortgages) was no longer valid.

As to the thermopure it does seem to be one of the keys to the door to commercial work. The other being safecontractor and an ad in yellow pages. A website would also seem sensible. All of which are investment

If you've got some practical ability (you don't need a lot) we can sort you out with a brilliant hot system for £300 on top of whatever it is you propose to pay for a system.

The current circumstances do not affect our business model.

Anyway this all theory. I'd much sooner agrue about a hypothetical business plan for you.Do you intend to do the work, or much of it yourself?

I was reading about NJones hot system and that seems like a cracking idea.

I intend to do the work myself. This my rough plan (let me know your thoughts) -

Canvas commercial and domestic (with a leaning towards commercial from the outset as this is where I want to be) See how it goes and what the take up rate is on both.

Get towards that 'critical mass' (which seems to be around 500) and bring in one member of staff to cover that work. Start a new round and work that myself, repeat the process again...

Safe Contractor - This is something I've been reading about and there seems to two camps: one for it, and one dont seem to think that it makes much difference. I need to find out more about it - what does it entail, how much, is it recognised by the customer etc. etc. etc.. I must admit, I've seen the logo on a few posters sig's and I think it would look quite impressive on stationery/flyers etc.

Should I start a new topic instead of hijacking SJM's topic?

I was thinking of doing a sort of running blog keeping all my ideas, thoughts and progress (including knockbacks and failures!) all in one topic - which poles I'm looking at, which systems, vans, canvassing ideas etc.

Or should I just post topics 'as and when' I'm going along? ...what do you reckon?

Have you seen my Commercial work topic yet? I'd love your thoughts/ideas on it.





   

[Clive McDonald]

Phase one

I haven't seen your commercial topic ( I don't think). I haven't got any commercial work and don't pretend to be an expert on it.

I do love business plans and ideas though.I'm a bit dogmatic, but not offended when you disagree. I can tell that you are very bright, but that's okay so am I. Some things in this game do not bend to intellect though as you will find out.

So, whilst continuing your mainly office based job with biz one you need to start biz two? There are couple of things. One don't expect the full support of GF, don't think spending money will be easy, or that the slow initial progress you will make will be greeted with encouragement.

The hardest thing is starting. I found it humiliating knocking doors and asking to clean windows. I remember one said "are you a window cleaner?" and for a moment I wasn't sure.

You aren't skint Dave, and neither was I, so when you are knocking doors and feeling very foolish it's very easy to say I don't need this. You go back to the other half who's probably made three or four hundred for the day and say you've got one eight pound job and one ten pound job (every eight weeks) as a result of your mornings work.

I also found the work very hard physically. An average earning day for me would be say forty pounds and this seemed to take forever. I ached all night. Gradually the forty became seventy.

You will need to buy trad tools and learn trad as in the picture below. No blog, topics as when, don't expect everyone to be positive,

[Clive McDonald]

Phase Two

So now all you need is...

A van (signwritten, with a roofrack to take ladders and step ladders, a split charge relay)
A system- cleantech if you are doing it yourself
A leaflet
A website
A business plan with usp and mission statement
A name (your own) and some uniforms/workwear
Also some customers would be nice.....

You need to get on with it. It doesn't matter if you get some of it, or even quite a lot of it wrong, what is needed is action,

What's the budget?

[sjm]

Oi get you own topic going ! 

[NWH]

Phase Two

So now all you need is...

A van (signwritten, with a roofrack to take ladders and step ladders, a split charge relay)
A system- cleantech if you are doing it yourself
A leaflet
A website
A business plan with usp and mission statement
A name (your own)
Also some customers would be nice.....

You need to get on with it. It doesn't matter if you get some of it, or even quite a lot of it wrong, what is needed is action,

What's the budget?

Talking a lot of sense,and giving free advise i would take it if i was him.

[Clive McDonald]

Hope this helps Ewan.
The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.

Today, a number of businesses and corporations currently use USPs as a basis for their marketing campaigns.

In the early 1940s, Ted Bates & Company carried out extensive market research on successful advertising campaigns. In particular they identified two desirable attributes: the penetration and the usage pull.

The pattern they found among campaigns that produced a high usage pull was the basis for the theory of the USP. It may also be known as the unique selling point.



Some good current examples of products with a clear USP are:

Head & Shoulders: "You get rid of dandruff"
Olay: "You get younger-looking skin"
Red Bull: "Gives you wiiings"
Ronseal: "You get exactly what it says on the tin"
Some unique propositions that were pioneers when they were introduced:

Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free."
FedEx: "When your package absolutely, positively has to get there overnight"
M&M's: "The milk chocolate melts in your mouth, not in your hand"
Wonder Bread: "Wonder Bread Helps Build Strong Bodies 12 Ways"


The perception of something being a USP is somewhat contentious. In the examples above, Head & Shoulders is not the only product on the market that will get rid of dandruff, neither is Domino's the only pizza delivery chain with a similar thirty-minute guarantee. In both instances, the specific product may be viewed to be a market leader due to its innovation of the original USP, yet has stopped being viewed as unique in the public eye. In other words, what was originally a USP has become merely a perception of superior quality, something quite different.

In the example of Ronseal, "[doing] exactly what it says on the tin" could be argued to not be a USP at all but merely a clever advertising slogan implying reliability or honesty; most or all products do what they imply they will on their packaging.

[sjm]

Ronseal is the best advert , everyone uses that catchphrase .  Oh and Should have gone to ?    Clue = Dodgy glasses ?

[Clive McDonald]

Yes specsavers is what you couldn't remember but the example that most fits me is Dyson. The bagless vac is not a percieved benefit but a design innovation. This is what I use.
However David will no doubt have his own ideas.....

We will allow him some decisions (small ones obviously).

[Clive McDonald]

Well I do Ewan.

The latest marketing thinking has to do with experience. (this is what the sainsbury's and marks and spencer adverts are based on).
Starbucks do not sell coffee they sell the experience of drinking it in the ambience of their establishment and clientel.

Harley Davidson do not sell motor bikes they sell a dream.

These are the best known examples but there are hundreds of others and it's the reason why a high end hairdressers can thrive when a cheap and cheerfull barbers shop may struggle.

To the degree that using my services makes customers somehow superior to the neighbours, while at the same time part of their community, and that the attractiveness of their home will be enhanced by me on an ongoing basis, i like to encourage this experience approach.Uniforms and a smart signwritten van help with this.

Much as I enjoy giving you tips on business basics Ewan try and stick to the proposed biz plan.Disagree, or suggest improvements to that. I am sure that David will have his own ideas, not necessarily the same as ours.I do have real uniqueness, based on the dyson model, and the experience factor but that's not what this is about.

[sjm]

I am enjoying topic    Keep it going fellas 

[xxmattyxx]

Uh-Oh!

A thread about window-cleaners complicating their business lives, and guess what, the thread becomes complicated.

[sjm]

Uh-Oh!

A thread about window-cleaners complicating their business lives, and guess what, the thread becomes complicated.

LOL

[David Slater]

Phase Two

So now all you need is...

A van (signwritten, with a roofrack to take ladders and step ladders, a split charge relay)
A system- cleantech if you are doing it yourself
A leaflet
A website
A business plan with usp and mission statement
A name (your own) and some uniforms/workwear
Also some customers would be nice.....

You need to get on with it. It doesn't matter if you get some of it, or even quite a lot of it wrong, what is needed is action,

What's the budget?

WOW!! some very interesting reading.

Total investment: 10k (self funded)

I dont want to go into the 'ins and outs' of my model. Its incredibly boring! For the guys that havent done a model, its just a series of numbers, breakdowns, breakeven points, costs, return on investment figures and so on..
Chances are, you've already done one, and didnt even realise you were doing it!

I have already started to build systems into my model which may at first be redundant or appear frivolous for a start up -

On top of your list, I have added

1. Freephone number
2. P.O. Box number
3. Freepost account (get the money in quicker?) handy for future canvassing?
4. Mass Text System - I need to look into this further. My dentist uses this system. It automatically sends a text 48 hours then 24 hours before your appointment. He says its cut his 'no show' rate by 80% !!
5. Basic training (2 days with BWCA - 1day wfp, 1 day trad)
6. CRB checks (could be a handy usp/upb?)
7. VAT registration - to be confirmed by accountant whether its worthwhile at this stage.

My dad is a retired aerospace engineer and my uncle works for a small firm specialising in motorhome conversion/repairs. I have spoken to both of them and they had look at the DIY site. Their exact words - is that it? ...so I'll be going down the hot water, van mount self build route. I know, its very handy to have family sometimes!

USP/ UPB Now this is interesting. In my book, a USP (its literal meaning) wouldnt count for most of what has been mentioned. The first bank that did online banking would be a USP. It was 'unique'. Pilkington self clean glass - again, a true USP.

"M&M's dont melt in your hand but in your mouth" would be considered a 'strap line', 'Tag line' or 'memorable message'...."A Mars a day helps you work rest and play" would also be a good example. The American Police force - "To Protect and Serve" is also a good example. They get the message across the company want to portray even if that message isnt strictly true. How long could you hold an M&M before it eventually WOULD melt in your hand?  Do the police really protect you? Why are people still being murdered/robbed? How exactly does a Mars bar help you 'rest'?...you get the idea.

UPB seems more accurate for this discussion. wfp is neither unique to me or my company. I need to find 'perceived benefits' to use over my competition.

Heres a rough list I'm playing with at the moment for flyers/leaflets/website -

1. Hot wfp - the very latest technology blah blah blah..
2. wfp equipment - Your home will be cleaned using equipment designed for office blocks and commercial clients. You will get the same outstanding results from the same equipment we use for our commercial clients. We dont use a 'lesser model' to clean your home. You are just as important blah blah blah..
3. CRB checks - we take your security just as seriously as you do blah blah
4. H&S wfp - Apart from its outstanding results, we made this investment for your safety and that of your home. Your home is the largest purchase you'll ever make. We respect that and have blah blah blah..
5. Payment Options - For your convenience, we have several options for payment: Paypal, BACS, Cheque (Freepost), Nochex if you would like to pay using another blah blah blah...
6. Safe Contractor - after further reading, I have decided to go with this. I think it could be a handy selling tool. Has lots of connotations for trust, respectability, etc. even for domestic customers that dont require it, I think they may be reassured by it.... It also gives an air of size beyond what I am.
7. Staff training - Each member of the team has undergone rigorous training to ensure safe use of the equipment and to ensure you get a professional finish. We constantly strive to improve blah blah blah..
8. Public Liability - As you would expect from our company, we take our responsibilities very seriously blah blah blah..
9. Risk Assessment - more for commercial, but worth mentioning in more detail I feel.
10. H&S staff - We value every member of our team and their safety is paramount blah blah blah..
   
As you can see, there is nothing truly 'unique' in my list. It is more 'blowing my own trumpet' and theres no law against that! If the competition choose not to mention these things then thats up to them I suppose. No doubt other w/c will see it and think - He's not offering anything more than me!...but I told them and you didnt 

Business Name - Ooohhh, this is a hard one! I've got all sorts floating around. I just keep scribbling them down and then leave it for an hour or two then have another look at it. Here smoe words I've gathered up -

H20 (designer could have a filed day with that)
Aqua
Pure/Pura
Shine
Gleem
Morgan Slater (think thats obvious!)
Bright
Clean
...You get the idea.

I think Wally came up with something fabulous. Its short, to the point, VERY memorable! and the message is clear. I presume he is mainly domestic? His name has a homely warm feel to it, he's a member of the community - just perfect for a local market.
I've seen bigger firms make a complete hash of this and they spent millions !!


Flyers/leaflets - I've seen Wally's flyer and jaykie's (I think) is there any more floating about that I have overlooked?

[xxmattyxx]

s there any more floating about that I have overlooked?

Yea, you forgot to mention you clean windows   

[David Slater]

s there any more floating about that I have overlooked?

Yea, you forgot to mention you clean windows   

True enough. But that should be covered in the business name really 

I hear what you're saying about complicating things, but in my experience if you want to get ahead you have to start as you mean to go on. If you're happy pushing a bike around with a pair of ladders strapped to the side wearing a pair of tracky bottoms and your sale pitch is - eeaar mate, want your windows done or what? then yes, this topic goes far beyond that 

If on the other hand, you want to challenge Intial Services or OCS then maybe this topic is only scratching the surface.

There is the danger that complacency may leave you behind when it comes to the competition.

Wouldnt you agree?

[xxmattyxx]

Essentially we all have to have some sort of plan, even if thats just wanting to clean shops and nothing else. But I also think theres no need to overly complicate things, we are simply in business/competition with other window-cleaners who are generally trying to earn a reasonable living. Most customers just want their windows cleaned, reliably, to a particular standard by a nice person who they feel isnt ripping them off and who they trust.

It isnt rocket science and nor are we trying to corner some sort of sector of the market. National branding isnt likely, none of us are going to have to stick our heads above the parapet and become limited companies.

Get out there, work well, work hard, advertise locally if you feel you wish to, do a good job, get recommended and its a self full-filling prophecy. Theres nothing magic or clever in becoming a self-employed window-cleaner, IMO it couldn't be easier.

Unless of course you need to have to put your head on the pillow at the end of the day knowing you earnt good money by brain-storming your way round your round instead of working your way round it.

Matt

[windowwashers]

Essentially we all have to have some sort of plan, even if thats just wanting to clean shops and nothing else. But I also think theres no need to overly complicate things, we are simply in business/competition with other window-cleaners who are generally trying to earn a reasonable living. Most customers just want their windows cleaned, reliably, to a particular standard by a nice person who they feel isnt ripping them off and who they trust.

It isnt rocket science and nor are we trying to corner some sort of sector of the market. National branding isnt likely, none of us are going to have to stick our heads above the parapet and become limited companies.

Get out there, work well, work hard, advertise locally if you feel you wish to, do a good job, get recommended and its a self full-filling prophecy. Theres nothing magic or clever in becoming a self-employed window-cleaner, IMO it couldn't be easier.

Unless of course you need to have to put your head on the pillow at the end of the day knowing you earnt good money by brain-storming your way round your round instead of working your way round it.

Matt

I disagree with you, it takes a ceartain kind of person to be self employed if not then everyone would be. it is not any where near as easy as soon people make out on here employing staff is defo not as easy as sometimes made out please trust me on that I know because I do it.
another thing there are many type of window cleaner cheap port hole cleaners beer money cleaners again cheap most of the time, new starters thinking it is easy to clean windows straight away, more experienced window cleaner then the professional window cleaners that take pride in there work give a top service to there customers (not just cleaning windows) a host of other things that experienced and the later dont.

So there are levals in this business as in any other.


Ian

p.s I am just giving my view to many a post on this matter.

[xxmattyxx]

Maybe Im taking something for granted here, but I certainly wasnt talking about beer money boys and the like.

I 'think' I give a very good service in my job, and yes it does take a particular type of person to be self-employed (maybe I was taking that for granted too) but to me it isnt hard/difficult and nor does it need to be overly analysed, its down to the individual and needs to be kept fairly simple. Thinking about work doesnt get the work done, doing the work does; after that its generally a self-fulling state of affairs that you'll find yourself in.

As for difficulties employing staff, that isnt something unique to our work, therefore its irrelevant to this particular thread, if you read the orignal post.

MATT