That was the first thing I asked myself when I started Advanced Degree. How would we stand out in a field that included big name franchises along with a dozen independents? Well, when I looked at my competitors, I found that while they used different cleaning processes, they all had the same business model. They competed on price and tried to make up margin by focusing on how fast they could get in and out of someone’s home or business.
I decided that we would be different. We would deliver our services at a super-premium level and would focus 100% on delivering the best possible results.
This decision mandated a very specific service operations model. It drove decisions about our HR strategy (hiring, onboarding, training and pay), equipment, cleaning agents and processes, as well as our logistics and pricing. We worked to ensure that everything we did made good on the promise of our brand, and we focused our sales and marketing on finding the customers who were looking for that brand and convincing them that we were unique.
Our marketing strategy has been successful, our operational model has backed it up, and our business has grown rapidly. Along the way, however, we have learned some lessons. Each year we’ve supplemented our core marketing programs with experiments – some have worked and some haven’t. While it isn’t any fun to see an idea fail, we’ve learned from our mistakes, and now we’re able to reach the customers that help our business grow more efficiently than ever.
This expertise – how to build and sustain an operational model that delivers super-premium results; how to identify and cultivate customers who want that super-premium experience and how to serve, maintain them and grow – is the advantage we can give you as a franchise owner. We’ve crafted an integrated model where the strategy, marketing, sales and operations align to fulfill the promise of our brand. It’s hard to copy, but we can teach you how to win with it.
If you’d like to be your own boss and build a successful business, but aren’t sure about how to do it, fill out the form below and we'll be in touch to answer your questions!
- Written by Mike Dunmyer