Customer Facilities and Commercial Cleaning Needs

CLASS 8

Introduction to Vertical Markets:

Customer Facilities and Commercial Cleaning Needs

How many businesses did you drive, ride or walk by today? Every type of facility could become a customer for your franchised business.

In This Section

Commercial Cleaning Industry Overview Coverall Value Proposition Facilities, Pain Points and Special Concerns

This material is proprietary data developed and owned by Coverall North America, Inc., and this Coverall Franchised Business Training material is strictly limited to current authorized Coverall employees and active Coverall Franchised Businesses. Unauthorized access to or use of this material is strictly prohibited. Coverall North America, Inc. will prosecute to the fullest extent permitted by law any unauthorized access to or use of this material and will seek injunctive and/or civil monetary damages.

Version: 09.21.16

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Commercial Cleaning Industry Overview

CORE 4? PROCESS TRAINING

A vertical market is an industry or other group of customers of the same type, other than general office. The Coverall Service Plan for general offices typically consists of the Coverall Core 4? Process for dusting/disinfecting, mopping, vacuuming, restrooms and trash removal. The Core 4? Process is also the primary service delivered to vertical markets; but, vertical markets may have unique pain points and unique commercial cleaning needs that require Special Services or other techniques.

Core 4? Process PLUS:

Additional dusting, mopping or other detail cleaning Hard floor care programs

? Scrub and recoating ? Strip and refinishing ? Concrete sealing ? Treatment of rubber floors

Carpet care programs ? Encapsulation ? Hot water extraction

Dispense and recovery (OmniFlexTM Auto Vac System) Chemical knowledge/disinfectants for specific purposes

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Commercial Cleaning Industry Overview

Industry Snapshot

The commercial cleaning industry consists of companies that provide the following types of services to their customers across vertical markets:

Standard commercial cleaning Carpet and floor care Window cleaning Other special services By offering commercial cleaning, floor care, window cleaning and other special services to their customers, Coverall Franchised Businesses can meet over 85% of the market demand for commercial cleaning services with the Coverall? Program.

3.0% 4.9% Floor care

Damage services restoration

cleaning

8.3%

Residential cleaning

2.3%

Exterior Window Cleaning

20.3%

Other

61.2%

Standard commercial

cleaning

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Commercial Cleaning Industry Overview

CORE 4? PROCESS TRAINING

An In-Demand Service

Every day, offices and commercial facilities get dirty. No matter what's happening with the economy, commercial cleaning is a service that is always needed. According to IBIS World the projected annual growth rate (2014-2019) for the commercial cleaning industry is steady at over 2%. The demand for commercial cleaning services is generally affected by two factors in the economy:

1. Number of businesses 2. Building occupancy Watch for new business construction and start-ups in your area. They are a good indication that the demand for Coverall services could increase in your market.

Number of Businesses

The more businesses in your area, the greater the demand for commercial cleaning services. As businesses start up and expand, they tend to outsource services, including commercial cleaning.

Building Occupancy

Less empty office space indicates a greater demand for commercial cleaning services. Building occupancy refers to the amount of office space that is being used. New and growing companies need office space, so they rent or buy square footage in office buildings, strip malls and other commercial facilities.

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Commercial Cleaning Industry Overview

Types of Facilities Serviced

As a Coverall Franchised Business, you might provide service to a variety of customers. The facility types listed below are included in this training class. Medical facilities will be covered in a separate class.

General Offices Education/Childcare Gym/Fitness/Spa/Salon Industrial/Manufacturing Retail Car Dealerships

Restaurants Apartment/Tenant Buildings Religious Facilities Theaters Healthcare/Medical

Coverall Franchised Businesses currently service the following customer mix (types of customers). Note that Healthcare/Medical offices are about 6% of the total potential market for you and your competition, but about 25% of the Coverall mix, indicating that healthcare is a specialty market for the Coverall? brand. Specialization in healthier cleaning and the Core 4? Process is an important competitive advantage for Coverall Franchised Businesses!

Other/ Unknown

17%

Healthcare

25%

FiAtnuetossm&otRiveec.22%% Transportation 2%

Real Estate 3%

Construction 3%

Consumer Products & Serv. 3%

11% Retail

4% Gov't & Non-Profit

4%

Education

6%

Financial Services

7% Diversified

11%

Business Services

Manufacturing

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Coverall Value Proposition

CORE 4? PROCESS TRAINING

A value proposition is a promise of value to be delivered to a customer to meet their needs. Customer satisfaction depends on how closely the customer's experience matches the promise of service they expected to receive.

The value proposition for the Coverall brand is as follows: The Coverall? Program helps reduce the risk of illness and infection while creating a clean and healthier facility, with high quality commercial cleaning services delivered by independently owned and operated Coverall Franchised Businesses using the Coverall Core 4? Process, trained and supported by a local Coverall Support Center team.

HAPPY CUSTOMERS ARE YOUR BUSINESS

Brand Promise: The customer's expectation

Brand Delivery: The customer's experience

What Do Your Customers Want?

In general customers want 3 things from their Coverall Franchised Business: 1. Consistent Service ? deliver the service the customer expects 2. Communication ? talk to your customers on a regular basis 3. Trust ? be dependable as a business person with high integrity

CONSISTENT SERVICE EXAMPLE: Because my customers want: Consistent Service I promise to deliver: The Coverall Core 4? Process according to their Service Plan So they experience this value: Assurance that they get what they pay my business for

COMMUNICATION EXAMPLE: Because my customers want: Communication I promise to deliver: Quick response time and professional, positive discussions So they experience this value: Confidence knowing they are important to my business

TRUST EXAMPLE: Because my customers want: Trust I promise to deliver: Respect to my customers, their employees and their facility So they experience this value: Peace of mind they can depend on us to do the right thing

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Coverall Value Proposition

LET'S BREAK THAT DOWN TO A VALUE PROPOSITION FOR YOUR FRANCHISED BUSINESS: Because my customers want: _________________________________________________________ I promise to deliver: _________________________________________________________________ So they experience this value: _________________________________________________________

Does your value proposition change from customer to customer?

Your core value proposition does not change from customer to customer. Focusing on consistent, high quality service; professional communication and quick response time; and developing trusting, respectful customer relationships is an excellent start to building your business.

What is a pain point?

What may change are the pain points they want to solve and their Core 4? PLUS requirements: the Core 4? Process plus any additional cleaning tasks needed for a specific vertical market. A pain point is something that is causing the customer problems with their current cleaning program or commercial cleaning provider. The pain point is bad enough that the customer is looking for a solution to the problem. As an analogy, think of your customer having a headache (pain point) and looking for an aspirin or pain reliever (solution). How could your Franchised Business be the aspirin that makes the problem go away?

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