CLEAN O MATIC

Executive Summary

Adress
Shop# A-5, Opposite Maskan Roundabout, Block-7 Gulshan-e-iqbal, Karachi. Phone # 021-34956201

Shop# B-10, Rufi Lake Drive, Block 19 Gulistan-e-Johar, Karachi. Phone# 021-34678295

Business Type
Clean o Matic is a service organization that shall provide coin-operated laundry service to the
people of Pakistan. In its initial phase it will start its operation in Karachi with a few particular areas in
target. The prime focus regions will, Gulshan-e-iqbal and Gulistan-e-Johar.
Clean O Matic will be a partnership organization in legal terms. Clean o Matic will commence its
operations from 1st January 2009.

Business Description
Clean O matic represents a new innovative service in laundry business. For the first time people of
Pakistan are going to enjoy the benefits of self service coin-operated laundry. Through our service we are
going to enable people to wash their clothes, out of their homes at our place, with full benefits of any top
class laundry and with the satisfaction that one gets only by doing it with his/her hands.
For a very long time people living in apartments have faced serious problems regarding laundry, it
includes water shortage, inadequate area for laundry, and high cost of outside laundry and poor standards
of cheap laundry men visiting home. Clan O Matic team came up with a good solution for all these
problems, and it is important to mention that these problems are being faced mainly by apartment
dwellers, but even people living in houses. So it Clean O Matic Laundromat was a very good solution to all
these problems.

Our Market
Clean o Matic’s market comprises of mainly three demographic segments, house wives, single living
bachelors and hostel living students. People in our targeted market are not bound by any particular income
class. People we target represent a good chunk of population in Karachi. We will initially be targeting
Gulshan-e-Iqbal and Gulistan-e-Johar, where the problem of water shortage and unsatisfactory laundry is
very serious. Our success in these areas shall guarantee our expansion into other areas.

Success Strategies
Clean o Matic’s success banks upon our relation with the customers and the efficiency of our
machines. Our strategy at clean o matic is of focus and differentiation. We target a particular segment of
this market and we need to lay good emphasis on the needs and requirements of our targeted customers.
We definitely do tend to look forward to cutting down any extra cost that we could incur on our day to day
operations. Strategy of differentiation will be there because of our unique service, to capitalize on this
unique feature, we will develop a friendly customer relationship, ensuring that later on in the future no
threat of competition can challenge our growth in the market.

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Management Team
1. XXX will be the Chief Executive Officer. He has worked at a very well known hotel in Karachi as an
operations officer. His experience and expertise will help Clean O Matic in attaing performance
standards. He also possesses excellent communication skills, which will of great assistance in building
strong supplier and customer relationship.

2. XXX will perform as the Finance Director, she has worked at a renowned laundry service in London and
gained five years of financial and management experience with the day-to-day financial operations. Her
creative abilities and innovative ideas helped us a lot in designing the finance structure for Clean O
Matic. She will be responsible for Business and financial strategy and implementing controls for
meeting the budget.

3. XXX As an Administrative Manager, has worked in his family business at an Administrative positon. He
has an experience of two years which will be of great help for CleanOMatic. He has the responsibility
for the overall work performance of CleanOMatic. He will gather, adapt, store and distribute
information within the company. He will also provide specialized support to other departments and
managers.

4. XXX, the Marketing Director, has gathered a lot of knowledge in the field of marketing. He has interned
as well as worked for different service and manufacturing firms as a marketing executive. His
knowledge about marketing, sales and promotion of a product or service makes him a very able
marketing director for CleanOMatic. He will plan and implement marketing strategy, including
advertising and PR.

5. XXX will work as the HR Director; she has had an adequate experience about the human aspects of
different companies. She has interned and worked at some of the best companies as an HR assistant
and is very well aware of kind of talent CleanOMatic needs. She has an idea of all the training needs as
well as the technical knowledge that will be required by the attendants and supervisors to control the
coin operated laundry machines, since this is a very new concept for Pakistan.

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Vision and Mission

Clean O Matic will be a coin operated laundry service that shall be the first company in Laundromat
business in Pakistan.

Vision
“To open up Laundromats modern, spotlessly clean and technologically green, all across the country
where people can do the tedious task of laundering in a way they’ve never done before.”
This vision of ours, aims at setting a new trend in the way life is being lived over here in Pakistan.
We shall create a ripple in this service industry and this would definitely incite other businessmen to enter
the Laundromat business, thus improving the hygiene and washing standards in this country. With the
inception of Laundromats, the washing machine manufacturers in Pakistan can see a revival of their
business. This will definitely increase the overall production in Pakistan and provoke the manufacturers to
raise the technology level. The essence of our strategy would be to stay in touch with the realities around
us. To carve such plans that would inculcate all the happenings, economic and social. Our vision is to be the
leader in this industry, to create a brand name that has recognition like any established brand.

Mission Statement
“To provide clean, quality, efficient laundry service by understanding the customer’s need & effectively
depicting our standards through our services.”
The mission we carry is very specific and practical. We intend to provide the best laundry service to
the people and that too with the satisfaction you get by washing clothes with your own hand. So it is
automation along with the unique human factor of traditional laundry.

Our Values
At Clean o Matic our preference will be to satisfy the customers’ needs through our standards,
efficiency and above all caring nature. Here we shall ensure that each customer is treated as individual
with some valuable preferences and not just a profit making “unit”. Not only this but since all the partners
belong to humble backgrounds, the workforce employed at our place will be treated with all the due
respect and no discrimination of any sort would be made, as we strongly believe that it is our human
resource that shall ensure our main objective of customer satisfaction and retain and grow our customer
base. At the core of our business, our principles shall provide us the basis on which all our future strategies
are going to developed.

Uniqueness
Uniqueness of Clean o matic is the service it is going to provide. It will be laundry at our place but
with your own hands, ensuring all the possible hygiene measures for your satisfaction. Along with this
unique feature, our customer dealing shall be a very unique feature for the people. It will be a very friendly
service where you will be helped in matters about your laundry

Competitive Advantage
Our competitive advantages will definitely be our customer service management, uniqueness of the
service and cost effectiveness. Our customers can bank on us for their laundry needs. We provide
automation in this industry with first hand cleaning experience for the customers, something nobody else
in the industry is providing. In case we face future competition from any new entrants in the market, our
brand name and recognition shall prove out to be the deciding factor for any such threat.

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Business and Industry Profile

Stage of Business Growth for CleanOMatic

CleanOMatic is most certainly at the first stage of business growth, that is, the Concept Stage Start-
up or Creation. At this stage, the main problems of our business are obtaining customers and delivering the
product or service contracted for. The organization is a simple one. The owner/ partners do everything and
directly supervise subordinates. Systems and formal planning are minimal to nonexistent. Our company
strategy is simply to remain alive. Many companies such as ours find it hard to gain sufficient customer
acceptance and product capability to become viable.
There are six main characteristics of the stages of growth. We will consider each trait according to
our stage of business growth, the Concept Stage Start-up.
Company Objectives
Being in the introduction stage, our main objective is to clarify the vision upon which our company is going
to function. A clear vision is going to drive the business into the right direction. Then we need to define a
market need to which we are catering. That particular need is going to help us in establishing competitive
niche and brand image which will eventually lead us to obtain customers and cash.
Structure of Organization
The structure of our organization is a simple and informal one. It involves management by founders. The
informal organization evolves organically and spontaneously in responses to change in the work
environment. It enhances and accelerates responses to unanticipated events, foster innovation and
enables people to solve problems that require collaboration across boundaries.
Management Style
The management style that we have adopted is Entrepreneurial or Direct-Supervision. It involves least
number of employees and less complex management hierarchy. The chain of command is small so that
people can communicate more easily with each other and work in better working conditions.

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Products and Markets

At this stage we need to identify customer needs and provide convenience through a single product or
service, utilizing limited channels and market.
Major Expenditures
Our major expenditures include designing and developing the product or service. We need to consider the
technology applications and also the expense we have face in order to build up a brand name for our
company.
Sources of Financing
Our sources of financing primarily include owners/ partners, friends and relatives. We will be opting for
bootstrap financing, first. We will cover our other financial needs through angel investors in exchange for
convertible debt or ownership equity.

Company Goals and Objectives

At CleanOMatic, our goal is to become a full-service coin-opertaed laundry (washing, drying, and
optional ironing) service dedicated to consistently providing high customer satisfaction by rendering
reliable machines and furnishing a clean, enjoyable atmosphere at a competitive price/value relationship.
Our mission is to make laundering quick, easy, clean and green. At our Laundromats, the experience of
washing and fluffing is entirely different and modernized which helps in saving the precious resources and
time. All the activities are environmental friendly starting from washing to drying and even the detergents.
Our objective is to open up Laundromats all across the country where people can do the tiresome task of
laundering in a way they’ve never done before.
Operational Objectives:
 We will be launching our business with two outlets of CleanOMatic in January, 2010.
 Our operating schedule will be from 10:00 am in the morning till 10:00 pm in the night, everyday.
 At least one of our partners shall be present at each of the two CleanOMatic outlets.
 We will be hiring two laundry attendants for each branch for customer help and assistance.
 Once we start getting more than 60 customers per day at each outlet, we will hire a laundry supervisor
in order to manage look after all the customer needs in a better way.
 We have to increase our customers to a minimum of 100 per outlet per day by the end of June, 2010.
 At least 8 out of 10 customers shall visit CleanOMatic again after their first visit; and out of those 8
customers, at least 5 shall be retained on a more enduring basis.
 Proper maintenance of all the machinery on a monthly basis.
 Proper sanitization of washing machines after they have been used by a customer is a must.
 We will ensure a clean and hassle-free environment on a day-to-day basis.
 We will provide our customers a laundry service that is both effective and dependable.

Financial Objectives:
 To increase the value of the business by achieving the sales revenue target as projected in the financial
statements. This objective shall be achieved within a period of a year.
 To incorporate a financial budget that allows less spending and more earnings and a proper
reinvestment of what is earned.

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 To maintain a growth rate of 25% annually.

 To keep labor costs down keeping the overall efficiency high.
 By choosing the right supplier and keeping healthy and strong relationships with the supplier, we can
negotiate the terms of payment that we need to make while buying the machines and availing the
repair and maintenance services.
 Laundromat business is completely recession-proof. Therefore, we expect our Return on Investment
(ROI) to be 25 to 30% in a year’s time.
 Our operating income shall increase in line with sales.

Industry Analysis
There is an important factor for the entrepreneurs to set up a dry cleaning business in big cities of
Pakistan due to the fact that it has become difficult for the people to wash all types of clothes in their
houses i.e. Jackets, Sherwanis and other sensitive clothes.
In Pakistan dry clean industry has grown over the years in small set-ups, with low quality services, and
there is a need for better service oriented dry clean units. There is a lot of unfilled demand as can be
judged from excessive rush at the existing dry clean setups.
The business is service-oriented and carries large potential for profits due to its unique nature and
uncontrolled spending of people, especially on marriages. The life style of the people in Pakistan has
changed over the years. Now days, people are more conscious about their clothes and the need for dry
cleaning has increased.
The suitable timings for starting this business would be in October because this type of business has
a busy schedule in winters. In winter season, people normally wear warm clothes that are sweaters,
jackets, suits etc. and it is also season of weddings. Due to these activities and wearing pattern the demand
for dry cleaning increases compared to other seasons.
Large public sector dry cleaners are concentrated in major cities of the country.
Therefore, it is suggested that new dry cleaning units should be opened up in areas where there is little
presence of existing dry cleaning facilities.
The number of Dry Cleaners in Pakistan has increased at a slow pace over the last few years. The
size of this sector is still growing. There are few large dry cleaners operating in commercial areas of Karachi
like Gulshan-e-Iqbal, Tariq Road, Saddar and Defence. They have created a monopolized situation with less
competition. There are currently four to five large-scale dry cleaners in Karachi such as Snow White Dry
Cleaners, Classic Cleaners and Tip Top dry Cleaners. These dry cleaners are using machines of 60kg capacity
in general. Similarly, few large Dry cleaners have also been operating in prime business locations in Lahore,
Rawalpindi, Multan and Quetta.
From 1981 to 2008 the estimated population of Pakistan has grown from 85 million to 165 million,
making Pakistan the seventh most populous country in the world. This growth rate has increased the
demand for various products and services, and one of the services is the dry cleaning and laundry business.
People in big cities are now inclined to use more sophisticated measures to cleaning their clothes. These
people range from middle class to upper class.
The major target market for the dry cleaning services will depend on the location where dry
cleaning business is situated. The target customers for the laundry business will not only be general public
but also the commercial sector i.e. hostels, catering companies and hospitals.

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Business Strategy

Desired Image in Market

Clean O Matic’s ultimate objective is to ensure that we are perceived as a customer friendly service
where customers see us as solution providers not profit seekers. Whenever they think about Laundromat,
only our brand should come to their minds. At CleanOMatic, the experience of washing is entirely different
and modernized which helps in saving the precious resources and also saves time. We will provide
convenient and least expensive method of getting laundry done. And the most clean and hygienic way of
doing their laundry. We have to create such an impression that when anybody asks our customer about
clean O matic’s services, they show their fullest satisfaction and praise our services and recommend others
to avail them. People will know us as a customer oriented service providers. The bottom line is that we will
ensure that doing laundry was never this easy and enjoyable. And that’s what we focus on, making laundry
an easy and enjoyable experience, so everyone will come and enjoy laundry at CleanOMatic.

Desired Position in Market

In market we will be competing with some giants like Snow white, Classic Cleaner, maids at home
and housewives. Since we will be pioneers in this field, we will position ourselves in a way that our
customer retention and attention should be the highest. We should be able to attract students and
housewives, primarily. After that we will expand our customer base in few years and be able to cater to all
major regional and demographical segments. Our position shall portray as the most convenient and fairly
priced laundry service providers. These all things make us different from others. We want to be known as
a company committed to meeting customers demand for reliable and efficient services.

SWOT Analysis
 Strengths and Weaknesses
Clean O matic will be providing a service which is totally new in Karachi, this make us different from
other but as people don’t know about this service and we are new in market, we have no loyal customer
this should be consider as our weaknesses but we believe we will overcome on all these weaknesses in
very short time. Besides these weaknesses, we also would have some strength, which shall give us
confident to come enter the market some confidently. Our major strength shall be our excellent customer
relationship management, which will be handled by senior management personally. This shall ensure that
we stay in touch with the customers, providing us a grasp of what the customers want and desire.
 Opportunities and Threats
Some threats which we have to face in markets are through our experienced indirect competitors,
as they are very experienced in the market and have strong loyal customers. We have to face two different
types of competitors one who have good name in markets such as Snowhite, and other one is streets
shops which are providing a cheap cost services. But with these threats we also have some opportunities
which help us to expand our market. Our biggest opportunity is to go for a promotional alliance with the
Surf Excel, Unilever, after some years of our establishment as a recognized and endorsed brand. Besides
this we are using some very good marketing channels through which we can easily access to our target
market. And we also have no direct competitors; this will also help us to penetrate in market.

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Strengths Weaknesses
potentially positive internal factors potentially negative internal factors

 Our specialist marketing and finance expertise.  Lack of awareness of service.

 A new, innovative service.  New in Market.
 We set our business in different locations which are  Don’t have loyal customers and markets.
closed to our target markets.
 Quality processes and procedures.
 Providing different activities for spending time in Clean
O Matic
 Customer relationship management.

Opportunities Threats
potentially positive external factors potentially negative external factors

 Developing our markets through internets, broachers,  Experienced competitor in somewhat related
billboards and other marketing channels. market.
 Sponsor by some famous and reputable companies.  Price wars with competitors.
 Moving into new market segments that offer improved  A competitor has a new, innovative product
profits. or service.
 A totally new market.  Competitors have strong loyal markets.
 A market is vacated as we are taking first step in this
market.

Competitive Strategy
Focus: Strategies provide us with a possible path to follow, the guidelines and the route is to be decided
by us. Clean O Matic is going to go for a focus strategy, where we shall target particular niche market and
ensure that we get a good grip on a particular segment initially. As our target markets are house wives
living in flats and hostel students. That’s why firstly we will open our outlets in those areas where such
house wives and student can approach us easily. But after sometime, when clean O matic will become very
known in laundry market we will expand our target market. Then we will open our outlets in all major
towns of city to attract more customers and to expand our target market.

Differentiation: Clean O matic is bringing a totally new idea for the karachites. As there are very famous
and known laundry shop in Karachi, beside this every street has dry cleaners shops, they are doing is same
way. But Clean O matic is a totally different experience. The sense of satisfaction of getting your laundry
done with your own hands, hygienically and without any hassle or wastage of water, differentiates our
service from any other in the market.

Cost Leadership: To be strategically successful we are going to minimize all our costs and ensure that we
perform the best in limited number of resources, this means that there would be financial sacrifices and
immense devotion to work. Marketing team is going to hire people on adhoc basis, the HR manager shall
train and evaluate supervisor and shop attendant on her own. The major dealings with the suppliers and
maintenance people have to be watched by the operations manager. This way our cost will be reduced and
since we are bootstrapping, it shall provide us with a competitive edge.

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Company Services

Cleanomatic is a coin-operated laundry (washing and drying) service dedicated to consistently providing
high customer satisfaction by rendering reliable machines and furnishing a clean, enjoyable atmosphere.
The coin-operated laundry industry abroad has undergone a revolution. The term coin laundry is defined as
"commercial-grade, self-service laundry equipment placed into service in a retail space.” Currently, there
are around 35,000 coin laundries providing their services in the United States, generating several billion
dollars in gross revenue annually, but in Pakistan there is no concept of laundry by means of technology.

Providing the value to the customers

Clean clothes, like food and shelter, are considered a necessity of life and coin laundries provide a basic
health service for people. Keeping this idea in mind, introducing first time in Pakistan, the “Cleanomatic”.
Cleanomatic, changing the same old traditional laundry methods, giving the people what they need and
satisfying them by offering a high definition wash for their clothes.

Creating solution through our service

Coin laundry in America is famous for its reliability and efficiency, which is the main idea to introduce it in
Pakistan, keeping the changing people needs in mind. The idea is not only to focus on earning profit but to
make an innovation in the laundry business of Pakistan. Creating a solution is our main idea. This will not
only help the people in saving time but it is effective and less time consuming. Cleanomatic is committed to
provide not only the highest quality laundry, but also unmatched service and quality, so that it could earn
reputation, all over the Pakistan.

Innovation within the laundry service

The idea for introducing it in Pakistan is to offer a valuable service with less effort and less chances of cloth
being affected. Pakistan still uses the same old traditional method of a laundry person, who takes away
your clothes and return them with quality being degraded or the clothes being lost and there could be a
chance of change of actual color of the cloth. Keeping these points in mind, giving the people what they
need and satisfying them by providing the best quality and to give them the best way of laundry by means
of technology. Providing the 14 hour service of quality washing, keeping the price affordable that could
help in attracting the customers and keep them growing on the long term basis.

Services offered
Pakistan according to its area and population is a big country with vast resources. Cleanomatic will initially
offer its services in the major citiy of Pakistan, Karachi. The areas that are being targeted are Gulshan-e-
Iqbal and Gulistan-e-Johar. As the consumers such as the house wife’s and the hostel students are our
main target, which are mainly found in these areas. Accelerating the name of cleanomatic with the passage
of time and maintaining the service to attract and keep the customers growing. Making people aware
about the modern way of laundry, so that cleanomatic can earn a reputable name in all over the Pakistan.

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Services Features
The features that we are including in our service are mainly:
 Coin operated laundry service
 Cafeteria
 Canteen
 Television
 Clean environment
 No long lines for washing clothes
 Playing area for the kids
 Quality washing
 Providing surf
 Safe and easy way washing clothes

Customer benefits
 Reduce Wash-n-Dry Time
 Use Large-Capacity-Machines
 Improve Health and Hygiene
 Reduce Stress at Home
 Enjoy Our Entertainment or Enjoy Your Free Time
 Friendly environment
 Efficient way of washing clothes
 Providing the superior quality
 Utilization of less detergent
 Building a strong and long term relationship with the customer
 Affordable prices
 peace of mind

Uniqueness
Cleanomatic, itself is a very unique service. As in Pakistan, still the traditional methods being used and are
kept alive by the people. However, now a days, almost every country is using and facilitating their people
by the Laundromats service. Cleanomatic, providing the Pakistan a new way of washing, giving the people
concept of quality washing by means of technology. In short, cleanomatic is a solution that would help the
people to make their life easy, as cleanomatic provides the quality washing, consumes less time as
compared to the traditional methods of washing in Pakistan.
Cleanomatic is a very effective way of washing clothes, giving the people of Pakistan a change in their lives,
being the most unique way of washing clothes that had never been done or imagined in Pakistan before.

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Patent and Trademark Protection

All images, text, and data copyright (c) 2009-2019, CleanoMatic. Cleanomatic is a trademark of Cleanomatic,
protected by copyright and trademark laws under Pakistan and international law. All rights reserved.

Procedure for Registration of Trade/Service marks in Pakistan

Procedure / Time Duration / Cost

Official Search
Time Duration: 2 weeks
Cost: Rs 5000

Filling of Trademark/service mark

Cost: Rs 15000

Examination report issued, reply of

examination report and hearing before
the Registrar of trademark.
Time Duration: 2-4 months approx.

Acceptance of the mark for

publication in the Gazette.
Time Duration: 6 months approx.
Cost: Rs 15,000

Publish in the Gazette.

Time Duration: 10months approx.

Issuance of Demand Note for

Registration fee, if no opposition file.
Time Duration: 6 months approx
Cost: Rs 15000

Issuance of Registration Certificate for

10 years will be issued.
Time Duration: 2 months approx.

The approximate time period involve is around 2 years and total cost is Rs: 50,000
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Suppliers
Our main supplier for all the coin operated washing machines is Shanghai Cobber Laundry Co. Limited.
They shall also provide us with customized coin box with specially minted coins.

Shanghai Cobber Laundry Co., Ltd. [China]

Verified by CCIS (PRC).

Brand Name: Cobber

Place of Origin: Shanghai China
Model Number: CW3020VE/ CW3025VE
Port: Shanghai
Supply Ability: 1000 Set/Sets per Month
Package: Wooden case
Delivery Time: 20-30 days

Product Details
1. Automatic computer control.
2. Entire machine made of stainless steel, ensures the service life of machine.
3. Automatic rinse and dry.
4. Suspended structure, fastening on ground is not necessary, more suitable for the laundry shop.
5. Automatic frequency adjustment to save energy.
Capacity Water Motor Extract speed Weight
Model Machine size(mm) Price
(Kg) consumption(L/h) power(KW) (Rmp) (Kg)

CW3020VE 9 280 1.5 580 730×1000×1320 300 Rs.64,000

CW3025VE 16 300 1.5 580 730×1000×1320 320 Rs. 75,000

14 pieces of CW3020VE= Rs. 900,000

20 pieces of CW3020VE= Rs. 1500,000
Total Cost of 34 machines = Rs. 2400,000

Cost of Specially minted coins:

Rs. 10 *5,000= Rs. 50,000

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Future
Our aim is not only to stick with the same options that are being provided to the customers or to stick to
the same places and earn a better life, but to expand it as much as possible. We believe on providing a
solution to the customer’s problems. We will advertise as much as possible and make the people recognize
the brand in almost all over the karachi and then the different cities of pakistan. In coming future, we
would expand our branches. Expanding our branches doesn’t means that we would be focusing on earning
profit rather then the customer satisfaction, but to provide solution in a more convenient way, so that
every customer can enjoy the most effective and reliable way of washing their clothes.
Cleanomatic will provide a totally different way of washing clothes. Pakistan has always lacked technology
advancement, due to which people can not enjoy the effective and reliable ways of working by means of
technology. Our aim is to provide the best service and unmatched performance, that would change the life
style of customers.

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Marketing Strategy and Marketing Plan

Situation Analysis
From 1981 to 2008 the estimated population of Pakistan has grown from 85 million to 165 million
making Pakistan the seventh most populous country in the world. This growth rate has increased the
demand for various products and services, and one of the services is the proposed business. People in big
cities are now inclined to use more sophisticated measures.
Clean O Matic (COM) is starting its business in Karachi for the first time. And it is for the first time
that a self service coin operated laundry is going to start in Pakistan. The idea has been well appreciate in
the research already done and marketing will be critical to the success of the business. Clean O Matic
(COM) offers a clean, convenient laundry facility for those who want to do their own laundry, as well as
those in need of optional services. COM will lure customers in with excellent customer service, a very
interactive environment, and wireless Internet services for the waiting customer.

Market Summary
Clean O Matic (COM) has captured good information about the market and knows a fair amount
about the target customers. The facility offers self-serve laundry services where the customer’s basic need,
clean and hygienic washing can be accomplished. COM’s market information will be used to better
understand who is served, their specific needs, and how COM can better communicate with them. The
market consists of various age groups and other segments which are being discussed in this section. Since
the market is different from laundry market, the exact facts and figures from that industry cannot be
quoted but they can definitely be a source of guideline for us.

Target Market

Single living
Bachelors
13%

House Wives
50%
Hostel Students
37%

The pie chart clearly shows that there are three basic segments for CleanOMatic initially, focusing
on a niche market is very essential, as initially not all the segments can be catered with limited number of
resources and not much capital intensive venture.
The venture is going to cater to these three segments with a very strong emphasis on housewives
who wish to have hassle free laundry with due consideration given to their hygiene and cleanliness

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priorities. Initially this very segment will be emphasized and as the business is going to grow, certain
measures will be taken to ensure a seal over this market and not allow an easy entry to any future
competitor.

Market Demographics
The profile for the COM laundry customer consists of the following geographic, demographic, and
behavior factors:

Geographic
 The immediate geographic target is the city of Karachi with 20 million people. Providing a huge target market with a
huge population of house wives and hostel living students, since the city is the economic hub of the country there
are various working opportunities, so here we encounter a huge population of working people who are living alone
out of their cities and at times countries. These people are concentrated in certain areas in Karachi and according to
a report on Laundry Business By SMEDA, the most lucrative areas for any such service are, Gulshan-E-Iqbal, Clifton,
Gulistan-E-Johar, Nazimabad.

 In Karachi our main focus will be in the areas like, Nazimabad, Gulshan-e-iqbal, Defence, Gulistan-e-johar. Initially.
We are going to open up branches in Gulshan-e-Iqbal and Gulistan-e-Johar, where people face scarcity of water and
since there is a whole mesh of Appartments so, proper washing facilities are not available, so it is in these areas that
people mostly look for outside laundry sources. These areas have people with high disposable incomes and even
those who go to SnowWhite or any other Laundry service usually are not satisfied with the pricing or cleanliness of
the service and would prefer doing it themselves.

Demographics
 Our main focus is on House Wives and Students that are living in Hostels.
 Age 20-44, with 69% of that group clustering between ages 20-34.
 Students living in off-campus facilities, and a smaller percentage of students from on campus housing who:
1. Want to escape the dorm facilities.
2. Prefer more surroundings that are clean, efficient and hygienic.
 Students' incomes are generally based on a combination of pocket money received from their guardians back home
and in case they are working somewhere, it can consist of that income.

Behavior Factors
• According to the research, people who most liked the idea of CLEANOMATIC were people who preferred
getting their laundry done with their own hands. And are passionate about the laundry work and do value
it more than any common man would do.
• The target segments tend to be more efficient in terms of getting their laundry in lesser period of time
with a higher level of hygiene and cleanliness in their work.
• The target market tends to have an urge for GOOD laundry. Which makes them do all they can to get their laundry
done in the best possible manner.

Market Needs
CLEANOMATIC will provide its customers with a quiet clean laundry facility that ensures customer
satisfaction, as well as providing an environment that is conducive to productive activities such as studying

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 CLEAN O MATIC

or any other recreational activities for kids like playing area and television. CLEANOMATIC seeks to fulfill
the following benefits that are important to its targeted segment.

• Top-level customer service: The target customers have a fair amount of discretionary income and
appreciate good customer service. CLEANOMATIC will provide a service that will appeal to these
customers.

• Clean facilities: A comfortable, stylish location and furnishings that offers clients a higher quality
alternative, ensuring all safety measures for everyone, a clean premises where gossiping gets fun for the
housewives and even the students get a good relaxed mind when leaving the premises.

• Study conducive environment: Because doing laundry occupies a fair amount of time in a person’s week,
there is value in being able to be productive while you are doing your Laundry. Offering an environment
that is supportive of studying with high-speed wireless Internet access will allow customer to be productive
with their laundry and other responsibilities. Moreover, internet access is sought almost everywhere today
and the trends say that in almost five years from now, every second person involved in higher education is
most probably going to have a laptop of his own.

Market Size and Trends

Since the market we entering into is a slightly new one but the facts and figures of Laundry industry
can be very useful in anticipating the future prospects. According to the report by SMEDA, the average
growth rate in this market is 4-6 percent, and since this concept of CLEANOMATIC is absolutely new, the
positive reception of the concept is going to result in a very high growth rate, and our estimations are that
the growth rate in even a very pessimistic situation is not going to be less than 10 percent. And in case we
achieve our targets of conveying and relating our message successfully, we can attain a very high growth
rate that shall prompt other people to enter the market, and as market will have more players, there will
be a more concept educated target market for us, where the reception of this Business will go hand in
hand.
Overall the initial market size for us won’t be that large, we have to make a prudent start with our
main concentration on customer service and satisfaction, as this market gives a lot of value to word of
mouth marketing, so creating the buzz in the market is going to be our main focus.

Advertising and Promotion

The advertisement and promotion section of CLEAN O
MATIC is going to be in three tiers. Since self service laundry
concept is new in Pakistan, we need to create awareness about this
service initially, which calls in for some educational effort to be
done.
For the advertisement purpose, the Robot, is carefully
chosen to represent CleanOMatic Values and perception. The
sense of automation and state of the art technology is depicted in
our trademark.
Since our main target is the housewives segment, this
particular trade mark will most definitely be helpful in attracting
kids and even the youngsters will be inclined towards this concept.

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 CLEAN O MATIC

To represent our clean and nature friendly concept we have brought in the specially designed Clean
O Matic Trade name.

Looking at the research results, we have decided to create word of mouth marketing and that’s
most possible by creating a good strong relationship with the customers.
Our first step towards marketing and promotion would be “EDUCATIONAL CAMPAIGN”. This
campaign will be personally lead by Fazeelat Shakir and Laila Khalid. For the campaign we are going to hire
University business management students, to form a strategy and an implementation plan for this
campaign which will target school kids and educate them and use them as the motivational factor for
housewives. The university student will be paid a sum of Rs. 4,000, for the 10 day campaign, a total of 7
university students will be brought in, giving them a good chance to create a marketing plan. The schools in
Gulshan and Gulistan-e-johar are going to be covered in this campaign, creating awareness about
Laundromats, in this we shall distribute, books, brochures and t shirts.
When this educational campaign will be about to end, CleanOMatic ads will appear in newspapers
and the billboards will be used in Gulshan-e-Iqbal and Shahra-e-Faisal. Here we are also going to give in
brochures as inserts, via local newspaper hawkers.
The promotional t-shirts with robot and the trade name are going to be given to the customers at
the outlet for a period of time.

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 CLEAN O MATIC

Media Duration Regions Rate Cost

Educational Campaign One week. Schools in outlet - 40,000
neighborhood
Ads Once a week. Karachi - 100,000
(Sunday Magazine,
Dawn, Akhbar-Jahan)
Brochures Once a Week as Karachi 30,000
inserts in news
papers, and for every
customer.
Billboards Continuous for six Gulshan, Nipa, - 260,000
months
Promotional T-shirts Once a Week Outlets. Units: 1000 70,000
(Rs. 70 / piece)
Total Budget Rs. 500,000

Pricing
The pricing decision for our service can also turn out to be great advantage for us along with our
good customer relationship. Our prices go like this
 Rs. 200 per wash for 16 kg wash load machine. (HEAVY WASH)
 Rs. 120 per wash for 9 kg wash load machine. (CHHOTA WASH)
The advantage of Choota Wash is that it is good for people who do not have much laundry to perform, especially
students and people with small families and bachelors.
The Heavy Wash options are good for people with large washing requirements and have a big family, mostly house
wives and/or heavy users.

Sales Techniques and Incentives

Being a full service organization, our main objective is to build a strong relationship with the
customers, delivering value that is more than the perceived value. So that customers become brand loyal
and help in creating the Buzz in the market, necessary for the success of Laundromat as its promotion is
heavily dependent upon word of mouth.
Initially t-shirts and other promotional activities are going to be supportive enough for this
business. Play area for Kids is going to be one attraction for the kids and mums. A little tuck shop with
coffee house and other stuff is going to be a good way to get refreshed in the premises; Wi-Fi for students
is going to help them in utilizing their time when doing the laundry job.
.

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CLEAN O MATIC

Location and Layout

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 CLEAN O MATIC

Competitor Analysis

Existing Competitors
Snowhite Dry Cleaners and Classic Cleaners :
Snowhite was established in 1949 and has earned the reputation of one of the best dry cleaning service
providers throughout the country. They launched their first outlet in Karachi and now they have more than
50 nationwide branches. At Snowhite, they believe in quality through service excellence. Snowhite has
created a working culture that focus upon understanding and caring for their customers. They provide
professional development training to their staff. Snowhite has achieved quality assurance certification ISO
9001-2000.
At Snowhite, the quality and service extended to the customers are considered as achievements. And
eventually their customers turn into their promoters and partners. Currently, Snowhite’s market share of
dry cleaning users in Karachi is about 70%. Their range of services include: dry cleaning and laundry
services, at site carpet cleaning, corporate uniforms and linen management services.
The charges at Snowhite are comparatively higher. This is one of their weaknesses. Due to the higher
charges, people would rather prefer washing clothes themselves or taking the service of a traditional
laundryman (dhobi). Another weakness is that laundries such as Snowhite do not show the place where all
the washings are done. People who are highly hygiene-conscious may not want to give their clothes to a
laundry service whose washing area has never been seen by anyone. It is very difficult to satisfy such
customers. Apart from that, there is no guarantee of any damage or loss of the clothes of customers. If any
piece of garment or clothing is damaged or lost, no compensation is provided to the customers. These are
some of the factors that stop people from opting for such a laundry service provider. Nonetheless, their
market share being the highest, Snowhite happens to be one of the widely used and accepted laundry
services throughout Karachi.
Classic Cleaners is also a well-known name when it comes to laundry service providers. They have been
providing laundry services for quite some years in Karachi. So far, they have maintained a very good
customer following. But the weaknesses are somewhat the same as Snowhite. The prices, being too high,
make people consider other options of getting their clothes washed. A lot of people even think that it is
better to get their laundry done at home from a housemaid than paying such high prices for no guarantee
on loss or damage of clothes.

Other major competitors include traditional laundrymen or more commonly known as ‘dhobi’. They have a
major part of the market share. A lot of people prefer these laundrymen over any other professional
laundry service. Due to the fact that laundrymen are not professional and that they cannot provide
superior quality service, they appear as an undesirable alternative. Then there are housemaids who are
hired to do household chores. In some houses, housemaids also wash clothes and other washables. Even
though they charge quite less than the professional laundry service providers, the satisfaction of customer
is high as the clothes are being washed at their place, right in front of them.
The survey that we conducted showed clear results that people are not willing to pay a very high amount
for their laundry. They want a convenient, reliable and cheap service. The concept of a Laundromat is
pretty unfamiliar for the people of Karachi and overall Pakistan. But despite that fact, people liked the
concept and are willing to take advantage of a high-tech, reliable, convenient and cheap laundry service.
Everyone is highly concerned for their clothes once they’re given to the other laundry services. There is

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always a chance of damage or loss of clothing. And a Laundromat is entirely free from all such hassles.
People do their washings themselves and are responsible for their stuff. No one would deal with their
belongings, especially clothes, as much as they themselves do. This is the standout feature of a
Laundromat and gives it a competitive advantage.
Since the idea is unique very attractive for the people of Karachi and has some advantages over the other
laundry services here, CleanOMatic, in no time, will be everyone’s most preferred choice when it comes
laundry services.

Competitive Profile Matrix

Critical Success CleanOMatic Snowhite Dry Classic Cleaners

Factors Weight Cleaners
Ratin Weighted Ratin Ratin Weighted
g Score g Weighted g Score
Score
Market Share 0.30 2.0 0.6 3.0 0.9 2.0 0.6
(anticipated
)
Product/ Service 0.12 4.0 0.48 3.0 0.36 2.0 0.24
Quality
Customer Service 0.10 3.0 0.3 3.0 0.3 1.0 0.1

Customer Loyalty 0.04 2.0 0.08 3.0 0.12 2.0 0.08

Social 0.04 3.0 0.12 1.0 0.04 1.0 0.04

Responsibility
Advertisement 0.10 4.0 0.4 1.0 0.1 1.0 0.1

Profits Margin 0.15 3.0 0.45 3.0 0.45 2.0 0.3

Total Outlets 0.15 2.0 0.3 3.0 0.45 2.0 0.3

Total 1.0 2.73 2.72 1.76

Rating:
The 1-4 rating to each critical success factor indicates how effectively the firm’s current strategies respond
to the factor. (1 = response is poor, 4 = response is extremely good)

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Weight:
In the weight range from 0.0 to 1.0, lower number shows no or minimum importance and high weight
shows more importance of factor to the company.
Average total weighted score is 2.5.

Potential Competitors
There is a possibility that the existing companies diversify and follow the same format of a Laundromat just
like ours. This might give us competition in the future. For now, the situation is completely monopolistic.
There is no other Laundromat in the city and across the country, at present. But definitely, there will be
new entrants in the same area of business and that’s when we would have to take extra measures to curb
the competition.

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Management Team

Roles and responsibilities of the management team:

The management team mainly comprises of the five partners. Each one is responsible for different
administrative operations.

6. XXX, the Chief Executive Officer, has worked at a very well known hotel in Karachi as an operations officer.
His job experience, expertise and leadership abilities will serve the best interest of the entire healthcare of
CleanOMatic. He also possesses excellent communication skills, is experienced in handling a variety of
responsibilities and in building professional relationships. He will plan, develop and implement strategy for
operational management and development of CleanOMatic so as to meet agreed organizational
performance plans within agreed budgets and timescales. He will also be responsible to establish and
maintain appropriate systems for measuring necessary aspects of operational management and
development. He will manage and develop direct reporting staff. Also, the CEO will manage and control
departmental expenditure within agreed budgets. Maintain awareness and knowledge of contemporary
operational development theory and methods and provide suitable interpretation to directors, managers
and staff within the organization. And finally, the CEO will ensure that activities meet and integrate with
organizational requirements for quality management, health and safety, legal stipulations, environmental
policies and general duty of care.
7. As an Administrative Manager, XXX has worked in his family business at an Administrative positon. He has
an experience of two years which will be of great help for CleanOMatic. He has an excellent track record of
performing all the administrative duties that cater to the overall accomplishment of organizational goals
and objectives. He has the responsibility for the overall work performance of CleanOMatic. He will gather,
adapt, store and distribute information within the company. He will also provide specialized support to
other departments and managers. As an administrative manager, he will also be planning, organizing,
providing leadership and controlling all administrative functions. And he will also ensure that all the human
and material resources are correctly utilized.
8. XXX, the Marketing Director, has gathered a lot of knowledge in the field of marketing because of his
exposure and experience at his is father’s marketing research firm. He has interned as well as worked for
different service and manufacturing firms as a marketing executive. His knowledge about marketing, sales
and promotion of a product or service makes him a very able marketing director for CleanOMatic. He will
plan and implement marketing strategy, including advertising and PR. He will also plan and implement
sales and customer retention and development. The marketing director has to manage the sales and
marketing resources according to agreed budgets. He will contribute to the formulation of policy and
strategy as a board member. It will be his responsibility to recruit, manage, train and motivate direct
reporting staff according to company procedures, policy and employment law. Also, maintain
administration and relevant reporting and planning systems. The marketing manager will manage relevant
reporting of management and financial information for the sales and marketing departments. He has to
select and manage external agencies to maintain and develop corporate image and reputation, and protect
and develop the company's brands via suitable PR activities and intellectual property management. And
lastly, the marketing director will plan and manage internal communications and awareness of corporate
direction, mission, aims and activities.
9. The HR director, XXX, has gathered a lot of knowledge about the human aspects of different companies.
She has interned and worked at some of the best companies as an HR assistant and is very well aware of
kind of talent CleanOMatic needs. She has an idea of all the training needs as well as the technical
knowledge that will be required by the attendants and supervisors to control the coin operated laundry
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machines, since this is a very new concept for Pakistan. Laila will plan, develop and implement strategy for
HR management and development (including recruitment and selection policy/practices, discipline,
grievance, counseling, pay and conditions, contracts, training and development, succession planning,
morale and motivation, culture and attitudinal development, performance appraisals and quality
management issues). She will establish and maintain appropriate systems for measuring necessary aspects
of HR development. It will be her responsibility to Monitor, measure and report on HR issues,
opportunities and development plans and achievements within agreed formats and timescales. Laila Khalid
will liaise with other functional/departmental managers so as to understand all necessary aspects and
needs of HR development, and to ensure they are fully informed of HR objectives, purposes and
achievements. And last of all, she will contribute to the evaluation and development of HR strategy and
performance in cooperation with the executive team.
10. The Finance Director, XXX, has worked at a renowned laundry service in London and gained five years of
financial experience and management experience with the day-to-day financial operations. Her creative
abilities and innovative ideas helped us a lot in deciding a lot of things for CleanOMatic She will be
responsible for Business and financial strategy and planning, monitoring, management and reporting,
including management and development of policies, systems, processes and personnel involved. She will
be managing strategy for and liaison with stock market, business press and business analysts community.
The Financial staff management, motivation, training, recruitment and selection will also be the duty of the
Finance Director. She will also be contributing to strategic planning and development as a member of
executive team, keeping and distributing notes and records, reports to executive and management team.

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Operational Plan

Form of Ownership:
We will operate as Parternership form of organization. We are five partners Ashhad, Fazilet, Laila, Ziyad
and Vahaj with equal amount of investment. The reasons why we chose to take our business form as a
partnership are:

In a general partnership we don't have to register with the state and pay a heavy fee. Partnership
businesses can be formed easily without any compulsory legal formalities. It is not necessary to get the
firm registered. A simple agreement or partnership deed, either oral or in writing, is sufficient to create a
partnership.

And because a partnership is normally a " pass through" tax entity (the partners, not the partnership, are
taxed unless you specifically elect to be taxed like a corporation) filing income tax returns is easy. But as
the business-related acts of one partner legally bind all others, it is essential that we got into business with
partners we completely trust.

We have prepared a written partnership agreement establishing, among other things, each partner's share
of profits or losses, day-to-day duties and what happens if a partner dies or retires.
Larger resources became available as 5 partners joined hands to start a partnership business; it became
possible to pool together more resources. We can contribute more capital, more effort and more time for the
business.
As partners are the owners, each of us has equal right to participate in the management of the business. In case
of any conflict, we can sit together to solve the problem.

Since all partners participate in the decision-making process, there is less scope for hasty decisions.
A partnership firm is also a flexible. At any time, the partners with everyone’s consent can decide to change
the size or nature of the business or area of it’s operation, providing more flexibility.
In a partnership firm all partners “share” the business risks. Because of this, the partners may be
encouraged to take up more risk and hence expand the business more.
In a partnership firm, every partner has an equal say in decision making and the management of the
business. If any decision goes against the interest of any partner, he can prevent the decision from being
taken.
Since all the partners are owners of the business, we can actively participate in every aspect of business as
per our specialization, knowledge and experience. So these are the reasons we considered, and chose to
take our business as a Partnership.

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Research Report for CLEAN O MATIC

Objective: Our key objective for this research was to actually find out what segments are most attracted
to Clean O Matic concept and what preferences do they have when it comes to expenditure on laundry.
The research should the ideal medium for communication with the segments and demographics of these
segments.

Methodology: The research consisted of survey questionnaires divided into two segments, General
Section; it contained simple closed ended questions focusing on quantitative measures to analyze the
findings. The other segment was of Concept Section; it had elaborative open ended questions, focusing on
the dissecting the concept of CLEAN O MATIC and looking out for its feasibility in different segments of the
respondents. It was more like an interview with the respondent and the interviewee had to fill up the
section him/herself, or in case not possible the respondents were given certain guidelines and they filled it
themselves. Our sample size consisted of 55 respondents from various income levels and social segments.
A sample of 55 was strong enough to support the research major objectives as the research method was
detailed and conclusive.

Key Research Findings:

1. Gender

Male
35%
Female
65%

2. Age
23

15

8
6
2 1 0

15-19 20-24 25-34 35-44 45-54 55-64 65+

71% of people living in different areas of Karachi are getting their clothes done from various laundry
services that are available in the city. This point clearly indicates that there is a vast market that is being
catered by the laundry services throughout the city. There are a number of reasons for people to get their

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washings done from a laundry service instead of doing it themselves. These reasons could vary depending
upon the size of the family, profession, area that they are living in and also the level of satisfaction.
Out of all the people who have responded to the survey, majority are females. The reason for choosing
such a sample is that females are considered to be responsible for performing laundry in this part of the
world and therefore they can tell us better about some of the factors regarding laundry service. Most of
the females do the washings themselves at home. So they can put in picture as to what would they want in
a laundry service.
We surveyed 35 females and 19 males for our research task, more emphasis were laid on females as they
are actually the ones responsible for laundry in our society.
Most of the people ranged between 20 to 40 years of age, these are the ages when your bones have
enough strength to go all the way to the laundry store and hangout there to and get your laundry done.

3. Profession
Managerial
5%

Professional
9%

Home Maker
41%

Student
41%

Retired
4%

4. Marital Status
Marital Status

31

23

Married Single Widowed/Divorced

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Our prime focus was home makers and hostel students. The reason for choosing these two particular
segments is that either these are the two segments that require a laundry service more than others. Home
makers are the ones who have to look after the washables of the entire household. Then there are hostel
students who need an easy way to get their clothes done with least amount of fuss and hassle. We have
particularly interviewed hostel students as they have to do their laundry themselves or use a laundry
service. And if they choose to do their washings themselves, then why not in an automated, clean and
hassle free environment. On the other hand, most of the professionals, including working women, believe
that they do not have enough time to perform laundry themselves. They would rather get it done by
someone else. So this self-service laundry idea did not much appeal to them.
A major part of the population consists of married females. And they are the ones more concerned about
the cleanliness of clothes and other washables at home. They make sure that cleanliness is not
compromised at any cost.

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5. Number Of children
Number Of children

30

12
9

3
0 1

0 1 2 3 4 5+

We need to know the number of children under-sixteen living in a house as the greater the number of
younger children, the more will be the need for an efficient laundry service.
People living on rent and in hostels are more likely to visit a self-service, automated Laundromat.
Nowadays, most of the people are living in apartments where there is not proper space for washing
clothes. Due to urbanization and many other pull factors, a lot of people are moving to Karachi. This causes
the increase in rental property, especially apartments. And with no suitable washing area, these people are
likely to visit a Laundromat.

6. Monthly Income
Monthly Income

8 8

7 7 7

5 5

under 5000 5001-10000 100001-15000 150001-20000 20001-30000 30001-40000 40001-50000 50000+

People surveyed vary in respect to their monthly income. Monthly income shows the amount of disposable
income that can be spent on stuff like laundry as well. People around 10,000 rupees were basically student

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living in hostels and this accounted for their pocket money out which they were already spending a
significant amount on laundry.
House wives too were already spending a good healthy amount on Laundry already so a cheaper but
superior quality laundry would sound a great deal for them.

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7. How frequently they visit or do the laundry

25

14

5 5
3
2
1
0

daily 2-3 times a week once a week 2-3 times a week once a month every three months once or twice a less frequently
year

When people were asked how frequently they visit or do the laundry, the responses of people are different
as their statuses are different. Mostly people said the visit or do laundry once a week. This response is
from group, house wives and hostel student. But people those who said the visit or do laundry daily or 2-3
times a week are mostly house wives.

8. How much are they willing to pay on the laundry

200+
9%

150-200
6%
50-75
35%

100-150
24%

75-100
26%

There were people who said that they visited laundry service once or twice a week, these people are our
most likely customers, as visiting a laundry shop daily is not possible it’s better done home,

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9. How do you find out about the laundry services

Other Radio
Sales People 2% 0%
None TV
3% 6%
6%

Newspapers or
Magazines
22%

Specialist Magazines
Friends Colleagues
1%
neighbors
45%

Leaflets
15%

When house wives are asked about their source of getting knowledge about the laundry service, then the
most of then said that they found about the laundry service by their friends, colleagues and neighbors after
that they get knowledge from newspaper and magazines. Hostel student also respond in same way.

10. How often do they read newspapers

how often do they read newspapers

25

16

8
5
0

Daily Once or twice a week once or twice a month Less than Once a month not at all

When people are asked “how often do they read newspapers” the out 55, 25 replied that they read
newspaper once or twice a week while 16 replied they read newspapers daily.
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11. Which of these papers do they read

Other
8%

Express News
12% Dawn News
35%
The News
7%

Business Recorder
3%

Daily Jung
35%

When we asked people about the newspaper the read, the most of them said that they read Daily Jang or
Dawn.
The proportion of Jang readers and dawn readers are same. While after Jang and Dawn, people prefer
express news for updates.

12. Which of the magazines do they read

None
24%

Sunday Magazine
30%

The Magazine(DAWN)
21%

Akhbar-e-Jahan
16%

She magazine
9%

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As mostly people read Jang and Dawn newspaper, so when they asked about the magazine they read, most
of them read Sunday magazine of Jang. While some of them said that they read The Magazine of Dawn
news. And least number of people said they read She magazine.
13. Importance of Various Attributes of a Laundry Service

Not at all important Unimportant Indifferent Important Very Important

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Service Quality Value delivery Cleanliness Accuracy of Bill Service Accuracy Compensation Promptness Pickup & Drop Special Offers

14. Satisfaction of Respondents for the attributes of a Laundry Service

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Completely Satisfied Satisfied Indifferent Dissatisfied Completely Dissatisfied

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Special Offers Pickup & DropCompensationValue Delivery Cleanliness Bill Accuracy Service Service Promptness
Quality Accuracy

Response Of Housewives to Some crucial questions

1. Monthly Income
7

4
3 3
2
1 1
0

under 5000 5001-10000 100001-15000 150001-20000 20001-30000 30001-40000 40001-50000 50000+

Mostly house wives, we survey have monthly income range between 40001-50000, which is enough to
spend whole month. People of this income can esily afford our laundry service.

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2. How much are they willing to pay on the laundry

150-200
12%
50-75
23%

75-100
12%

100-150
53%

As mostly house wives have monthly income range between 40001-50000, so when they were asked, how
much are they willing to pay on laundry, more than half of them said they can spend 100-150 on laundry.

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3. How do they find out about the laundry

services

None TV Radio
7% 14% 0%

Friends Newspapers or
Colleagues Magazines
neighbors 24%
41%

Leaflets Specialist
14% Magazines
0%

4. Which of these papers do they read

Express News
20%
Business Dawn News
Recorder 32%
4%

Daily Jung
44%

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5. Which of the magazines do they read

None
11%

The
Magazine(DAWN)
Sunday Magazine
14%
36%

She magazine
11%

Akhbar-e-Jahan
28%

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Response Of Students to some crucial questions

1. Monthly Income
8

1 1 1 1
0

When we asked hostel students about their montly income, most of them said they have just under 5000
monthly income and some said they have approx 10000 monthly income. As they all are student, so they
don’t have any source to earn more, they have to spend whole month in this short amount.

2. How much are they willing to pay on the laundry

100-150
24%

50-75
43%

75-100
33%

Students don’t have any source to earn, they live on pocket money which they get from their parents.
That’s why alomost 43% of students said they can spend just 50-75 on laundry.

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 CLEAN O MATIC

3. How do they find out about the laundry services

Sales People
None TV
4%
8% 4%

Newspapers or
Magazines
27%

Friends Colleagues
neighbors
50% Leaflets
7%

4. Which of these papers do they read

Express Other
News 12%
4% Dawn News
The News 42%
17%

Daily Jung
25%

5. Which of the magazines do they read

None
9%

Sunday Magazine
30%

The
Magazine(DAWN)
43%
Akhbar-e-
Jahan
She 9%
magazine
9%

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