OR ALTERNATIVELY ...
CASE STUDY: Molly Maid UK Limited
Client Molly Maid UK Limited
Sector Professional Cleaning Services
Job function Planning
Task Customer Profiling
THE CLIENT...
Molly Maid is a professional domestic cleaning company. It was set up in 1979 in Mississauga, Ontario, Canada and opened in the UK in 1985. It now has businesses in three continents and four countries, cleaning over two million homes a year.
THE PROBLEM...
Molly Maid has ambitious growth targets. In order to achieve these targets Molly Maid needed to identify where its core customer base was and while it understood who they were - busy families with a high disposable income - a method was required to enable the company to pinpoint where they lived and how many families there were.
THE SOLUTION...
Geoplan provided Geoplan GeoAnalyser software, a desktop mapping and analysis system to assist Molly Maid in this process.
The first stage was to profile their customers using a lifestyle classification system. The profiling results produced few surprises (Molly Maid customers are characterised by homes in which both partners work and in many cases where there are no children living at home), but what the analysis allowed them to do was to determine how many of their ideal customers lived in each Postcode Sector across the UK.
Having determined these areas of highest potential, Molly Maid then began the careful process of recruiting the kind of people best suited to become franchisees, confident in the knowledge that the territory offered the right potential.
THE BENEFITS...
As Andrew Parsons of Molly Maid UK explains:
"Geoplan GeoAnalyser provides us with indispensable information that our franchisees need to grow the Molly Maid business in the UK. On the one hand we need to ensure that the Molly Maid service is available to those people who are looking for a reliable, professional and value conscious service to carry out their domestic chores, and on the other that the territory has sufficient numbers of these people upon which to build the business and to make the franchise a success. Geoplan GeoAnalyser removes the guesswork and provides the decision support we need at the click of a button."
Since purchasing Geoplan GeoAnalyser in January 2000, Molly Maid has added a significant number of territories across the UK with each one experiencing healthy growth since its start-up.
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