Roadrunner Helping Hand

Roadrunner Helping Hand

Marketing Plan
Trevor Clifton, Johann Gerdts, Bryson Manning, Molly Middleton
University of Texas at Dallas

Roadrunner Helping Hand

1.0 Situation Analysis

Roadrunner Helping Hand will be an innovative startup company that will draw in
customers because what they are truly providing is time. The services provided consist of nanny
services, personal assistance, moving/packing, delivery for things such as dry cleaning, and
minor home repairs. These are what will set them apart from indirect competition in the area.
These services will be developed over time through marketing and brand name awareness in the
Richardson area. Online advertising is how the company is planning to grow a customer base
other than word of mouth. Roadrunner Helping Hand will offer a more comprehensive approach
to errand running services that has previously only been available by combining services through
multiple companies.
2.0 Market Summary
Roadrunner Helping Hand is highly focused on knowing details about its target market.
Getting this information will help the company to put themselves above their competition by
giving them the ability to understand who they are going to serve, what they want to provide
them with, and how they can communicate with those customers.
2.1 Target Markets
Small Businesses with 50 to 100 employees because less man power means more time
spent on work and less time available for errands.
Working Adults who typically work longer than 40 hours per week.
2.1.1 Market Demographics

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The profile for the typical Roadrunner Helping Hand customer consists of the following
geographic, demographic, and behavior factors:
Geographics
The initial focus will be on Zip Code 75080 (Richardson, Texas). In this zip code there
are many small, growing businesses and upper-middle class families with working parents who
could definitely use a helping hand.
Demographics
There is an equal ratio of female to male users in our demographics.
Most of the people in Roadrunner Helping Hands target market will be adults with a
demanding job because these consumers will be working within companies and businesses that
require them to work longer than average work hours. Small businesses employing 50 to 100
workers are where much attention will be geared because those businesses have less employees
resulting in more time needed from each employee and less time spent in free time for running
errands. Whether the customer is constantly traveling for their company, working at home, or in
an office, Roadrunner Helping Hand can provide errand-running services that will allow
customers to keep their focus towards their job or personal life.
The business will target working adults aged 30-55, most of which will have younger
children that do not have extra time to do their typical errands. These consumers will have a
medium income of around $75,000. These are the people that have some amount of disposable
income that will allow them to pay for our services.
Behavior Factors
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Users enjoy not having the stress of needing their everyday errands run while they are
trying to focus on their work.
Consumers will have busy lives. Most, if not all of them, will be married with children
and need a little help every now and then.
2.1.2 Market Needs
Roadrunner Helping Hand is going to provide a full range of services including nanny
services, cleaning, packing/moving, delivery, and minor home repairs to people who need
multiple or few errands finished for them. This business model will seek to fulfill the following
benefits important to its customers:
Custom errands.
Time.
Services completed quickly and efficiently.
Professional, dependable, and vetted employees.
2.1.3 Market Trends
Roadrunner Helping Hand plans to become the superior all-in-one service provider for
the busy adult who just doesnt have enough time in the day. The company offers a wide range
of services that can be helpful for a large number of customers in the Richardson area. The 40hour work week now is almost nonexistent for most professions, now many individuals spend
upwards of 50 to 60 hours working per week which causes troubles for them to perform the
simple everyday tasks that need to be completed. The companys services allow customers to

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have more time, which is important because it is something that no one can ever have enough of.
Working long hours can make it difficult to make a trip to the grocery store to have dinner
prepared for the evening and it could create difficulties in picking up children from school or any
other little tasks that are done on a daily basis. With the current work situation of these
individuals, it shows a huge strength for the need of Roadrunner Helping Hands business.
2.1.4 Market Growth
As families grow they get busy with work, sports, practices, and other activities that can
consume hours at a time. More and more people are hiring others to fill that gap and give them
more time. Roadrunner Helping Hand believes everyone needs a little help now and then and
they plan to be the company to put these people at ease by getting some of their errands done for
them while they might still be at work or not be able to do it themselves. Again, what the
customer is truly buying is time.
2.2 SWOT Analysis
Strengths:

Employees on call 24/7

Services are reliable because employees go through extensive background checks and are

completely vetted
Low overhead costs

Weaknesses:

Lack of awareness
Making initial contact with new potential clients
Lack of initial cash flow for start up operations

Roadrunner Helping Hand

Opportunities:

Untapped market in greater Richardson area

Lack of competition in Richardson area
Lock in long-term, returning customers because of established personal relationships

Threats:

Perception that this is an unneeded service

New entrants from other companies in our Zip Code
Economic decline could cause clients to cut out discretionary spending

2.3 Competition
Currently, there is no direct competition in the Richardson area. The company will offer
services that can usually only be find individually, such as moving companies or nanny services.
So the indirect competition the company will encounter will be with, for example, dry cleaning
services that deliver or nanny services that will offer to pick up and drop off your kids and run
the necessary errands around a household. Roadrunner Helping Hand is combining all of these
services into one company so clients do not have to coordinate with multiple organizations. This
is a one stop shop.
2.4 Service Offering
Roadrunner Helping Hand will be a delivery service for local companies and provide
expedited services for companies or individuals that are within the Dallas metroplex. Rather than
a company wasting time on the minute necessities of the day, customers will be able contact
Roadrunner Helping Hand via a location based website. The first step will be for the individual
to create an account through the website.

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Once a company or an individual has an account, they will now be able to access
roadrunners service and its entirety. When a customer needs Roadrunners service, they will log
into the Roadrunner website. Once logged-in, they will be able to describe the task, get a quote
for the service, and place the order. Once an order is placed, our customers will be able to
monitor their order via the website until it is completed or delivered to them.
2.5 Keys to Success
1.
2.
3.
4.

Establishing personal relationships that create returning customers

Accurate and timely delivery of services
Ability to handle a mass amount of tasks
Developing awareness and trust with customers as a startup company

2.6 Critical Issues

Roadrunner Helping Hands critical issues are to provide convenience for people who do
not have enough time in the day to complete day to day tasks. The company wants to
establish good relationships with their customers to build clientele in the greater Richardson
area since they have little to no competition. The goal is to control the market in the
Richardson area. With these establishing relationships, Roadrunner Helping Hand will form
long term, returning clients which will further expand the business.
3.0 Marketing Strategy
The key to Roadrunner Helping Hands marketing strategy is to focus on the adults
working in businesses who dont have the time to get their mundane tasks completed.
Roadrunner Helping Hand will dominate the errand running market from the wide variety of
services that they offer. Roadrunner is unique to its market by assuring a response to calls within
fifteen minutes of errand request.

Roadrunner Helping Hand

3.1 Mission
Roadrunner Helping Hands mission is to connect the busy adult with people who can
alleviate some stress by completing some of their every day, mundane tasks. Roadrunner exists
to provide customers with something that no one can ever have enough of, time. With this
companys helping hands, customers can focus their time and effort more on work or their
personal life.
3.2 Marketing Objectives
Maintain efficient customer service by increasing customer base 5% every quarter.
Increase market growth each quarter, especially around holiday time.
Increase organization and service awareness by 25% in the first year
3.3 Financial Objectives

The organization plans to break even after 5 years of being in business

Increase revenue in each quarter by 3-5% in the first 2 years

The company plans to cover the $10,000 per year cost of maintaining the website by the
end of the first quarter each year
3.4 Target Markets
Roadrunner Helping Hand will target specific individuals in the greater Richardson area
who are pressed for time due to their demanding schedules. According to a recent survey by the
Washington Post, nearly 60% of the American working class averages more than 40 hours during
a work week, which creates a large opportunity for the organization. With the 40 hour work week
now becoming less common for most professions, people are now overloaded with their work

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and personal responsibilities. This market has previously been untouched because the work
week now demanding more than 40 hours has been a fairly recent change in the American work
culture. With these work weeks becoming longer for individuals Roadrunner Helping Hand will
be able to provide them with services that will enable them to enjoy their free time without
worrying about everyday tasks.
3.5 Positioning
Roadrunner Helping Hand will position itself as product innovator by offering everyday
services to an untouched market group of working individuals who need assistance with daily
tasks. This positioning will be achieved by our simplicity and reliability to our customers. The
organization is a helping service that is designed to help the busiest of individuals still to enjoy
the little down time they have without worrying about daily tasks that must be completed. With
a new market developing, we will provide reliable services to individuals who do not have the
time to spare for their day to day life responsibilities that must be upheld.
3.6 Strategies
Roadrunner Helping Hand seeks to become the areas number one personal errand
running service. The marketing strategy will first seek to create customer awareness and a
reputable name within the area. The message that Roadrunner Helping Hand will seek to
communicate is that it offers the most reliable and efficient errand services because their
employees go through extensive background checks and training. The message will be
communicated through a collection of methods. The first will be Roadrunners website, which
will provide a user-friendly platform that will have user ratings, customer feedback and a mission

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statement from Road Runner. The second marketing method will be a be a location tracker, and a
live updated delivery time located on Roadrunners website
3.7 Marketing Mix
Road Runner Helping Hands marketing mix is compromised of the following
approaches to pricing, distribution, advertising and promotion, and customer service.
Price. Will be based on the type of service and the time spent including miles driven.
Distribution.

Roadrunner Helping Hand will use a direct delivery method where

consumers can place an online order and the product will be picked up and delivered.
Advertising and Promotion.

Roadrunner Helping Hand will advertise through the

website, social networking applications, weekly promotions, and through word of mouth.
Customer Service. Roadrunner Helping Hand will strive to sustain high standards of
customer service by providing customers with opportunities to give feedback about services and
the professionalism of employees.
3.8 Marketing Research
With Road Runner Helping Hand being located in the Richardson area, there is a large
amount of opportunities to prove to the corporate community that the company is the most
efficient option for errand services. In the last decades many major corporations have decided to
make North Texas the home for their corporate offices. According to the Washington Post, nearly
60% of the American working class averages more than 40 hours during a work week. So,
thankfully, Richardson is one city that has many growing businesses. Roadrunner Helping Hand
will be able to showcase and improve its abilities within this growing area.
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5.0 Conclusion
Roadrunner Helping Hand aims to change the lifestyle of the citizens in its desired
market. This company is going to meet the needs of customers by providing the one thing we all
need sometimes: help. Sometimes having that extra help can provide a less stressful week. The
SWOT analysis of Roadrunner Helping Hand shows a multitude of strengths and opportunities,
while proving the weaknesses and threats this company could see can be easily conquered.
According to the statistics of Richardson, Texas from the United States Census Bureau website,
the population consisting of 30-55 year olds satisfies 41.6% of the total 100% and 66% of the
entire population being family households. This is the prime child-raising age and the
demographic Roadrunner Helping Hand will aim to serve. The industry analysis shows that there
is a profound industry in the deliverance of goods to others. The competition analysis shows that,
although there are some companies with similar services, Roadrunner Helping Hands market
would be a niche. There would be no other companies to compete with in the exact category,
making us the best in the business. Roadrunner Helping Hand will meet the individual needs
each person appealing to them perfectly. After a full marketing analysis, the conclusion can be
made that Roadrunner Helping Hand will respond to societys needs directly and indirectly
creating much room for potential growth.

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