Complete Cleaning Company Business Plan – Market Analysis

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Complete Cleaning Company Business Plan – Market Analysis

Complete Cleaning Company Business Plan – Market Analysis is a winning cleaning service marketing plan. It’s a segment of our earlier post Sample cleaning Services company business plan. Indeed, it’s a sample business plan/proposal for commercial cleaning services in Nigeria, UK, USA, and it’s relevant in all African countries. This Complete Cleaning Company Business Plan marketing framework is what you need when business proposals for cleaning services arise. Therefore, when grants, loans and investors are being sought for, this is a good tool to present.

Complete Cleaning Company Business Plan

Complete Cleaning Company Business Plan – Market Analysis

In fact, are you about starting a cleaning company? Do you need a business plan marketing analysis for your cleaning service business? Do you want to know what the start-up cost for a cleaning business is?  If YES, then, here is a Complete Cleaning Company Business Plan – Market Analysis for you. 

As a matter of fact, we have been able to consider here all the marketing strategies required for a cleaning business company. In fact, these are marketing analysis that you can copy and paste into your business plan.  In addition, our marketing plan is backed up by functional guerrilla marketing strategies that suites all forms of cleaning businesses. If you’re ready, lets proceed into the marketing analysis.

Complete Cleaning Company Business Plan – Market Analysis – The Overall Market

Before we proceed, it’s important to note that this’s just an extract of our in-depth marketing plan. The full sample cleaning business marketing plan template is available on request.

Our Marketing Plan:

The overall size of the cleaning industry according to most estimates is somewhere around N750 million in Nigeria. States like Lagos, Kaduna, Kano, Port Harcourt, Onitsha among others, are major locations in the industry mainly because they are the most industrialized and commercialized city of Nigeria. These cities are where cleaning services have become a necessity in nearly every neighbourhood that is flocked with commercial complexes and residential buildings.

Furthermore, the analysis of the cleaning industry can easily be divided into two categories. This is due to the distinct nature of the two kinds of services that cleaning companies in this industry concentrate on. The first is the commercial/industrial cleaning service and the second is the residential cleaning service. In this connection, the market analysis for both of them must be done separately. This becomes inevitable because of the different nature and intensity of the demand in both of them.

Industrial clients usually demand cleaning companies with good capacities to provide them adequate services. Such companies provide them with state of the art janitorial services and garbage removal and disposal services. Domestic/Residential clients on the other hand look for cleaning companies that can provide comparatively less heavy duty services such as carpet cleaning, upholstery, vacuuming etc.

Complete Cleaning Company Business Plan – Market Analysis – Cleaning Industry Marketplace Changes:

During the economic down turn, cost of running offices went up without commeasurable income. Consequently, that impacted negatively on the ability of several corporations and large businesses to afford cleaning services. However, since the depression faded way after some time, most companies and corporations have regained the ability and need to demand for cleaning services.

A major change factor that is leading to a boom in the cleaning industry in the recent years is the increased awareness of the healthcare industry. It’s a known phenomenon now that residing and working in an unclean and filthy places posed several health hazards to residents and workers around the particular environment.

Consequently, home owners and corporate heads have resorted to cleaning service providers for their cleaning needs. This is because their personal cleaning professionals are unable to meet the standards that are set by the esteemed organizations in the health care industry.

Complete Cleaning Company Business Plan – Market Analysis

As a matter of fact, cleaning companies were suddenly exposed to far more contracts than before. Now, most of the clients prefer to have long term arrangements with the cleaning companies instead of having a one-off or ad hoc offer with the cleaning service providers.

Cleaning companies around the commercial activities are making sure that homes and offices retain and maintain the visual appeal with which they were built so that they do not become labelled outdated or unsuitable for future tenants.

Market Segments:

Most cleaning companies don’t provide an all-encompassing service. The cleaning service itself is divided into various segments. In fact, the demand for these segmented services in the commercial or residential market are so differentiated.

The segmented services  are commonly for janitorial services, maid services, window cleaning services, dry cleaning, carpet cleaning services, vacuuming, furniture polishing, washroom cleaning, waste removal and disposal etc.

As a matter of fact, the diversity in the demand for these services cut across various platforms. As an instance, the market demand for window cleaning in commercial complexes is not the same as the market demand for window cleaning in residential homes in the less major towns in Nigeria.

Target Market & Customer:

On this fact, there are endless possibilities when it comes to the target market and customers. Consequently, each company in the cleaning industry has its own niche. And, therefore its own target market and clients. However, for a start-up company like ours, we have the luxury of choosing from a wide range of selected target customers.

On the other hand, in the industrial/commercial segment, small companies and large corporations alike re all in need of one form of cleaning services or the other. In addition, schools, colleges, libraries and other variants of educational institutions too require the assistance of cleaning companies to provide a cleaner, safer and health hazard-free studying environment.

In the residential sector, there re those living modern-day busy-urban lives who hardly have time to make their bed nor keep their shoes aligned. For such class of clients, maid services are perfect to restore some order in their homes and their lives. Again, there are clients in the residential segment who have the urge to provide their new-born babies with cleaner and safer habitation.

Complete Cleaning Company Business Plan – Market Analysis

In fact, this is why they call upon the cleaning service companies to help make their living homes a better place for their children. All of these provide a choice to make among the clients. Indeed, for us, we are looking to cater to the commercial clients simply because we believe that the post economic down turn era in Nigeria will turn these clients into profitable prospects for us.

Since we re equipped with the right size of cleaning staff and appropriate cleaning equipment, we believe that we can cover massive office spaces. Window cleaning services, janitorial services and waste removal services will be the major concentration areas of our business going forward.

Notwithstanding this, we will be keeping watchful eyes on the residential segment and always be open to the idea of expanding our business to it if lucrative opportunities present themselves.

Customer Ordering Decisions:

Further on this, a client will express interest to subscribe to a cleaning service company based on two conditions. The expertise and experience of the cleaning service company.

In addition are the effectiveness and the efficacy of the marketing and advertising strategies that re created by the cleaning company.

Our company, being a start-up cleaning business, will lack the experience that is required to draw in new clients. However, what we lack in experience, we will make up with the high quality services during the trial cleaning sessions that we will offer to our clients. Again, we will impress our clients through the dynamism and strong appeal of our outbound and inbound marketing campaigns. By these, we hope to build a brand that will always influence the buying decisions of the clients in the industry.

Complete Cleaning Company Business Plan – Market Analysis – Sales and Marketing Strategy:

Marketing Strategy

On this account, socialization will be at the centre of our marketing strategy. Consequently, we believe that in order for the business to thrive, we must reach out to clients and give them genuine reasons to subscribe to our services. Our brand of marketing will be an aggressive and effervescent one. It’s going to be one that will make us convert every potential prospect into a client within a short period.

In fact, this is the reason why we will be channelling our resources towards inbound marketing. This is a marketing strategy that allows us to connect with potential clientele and stay in touch with them at all times. We will also be having our own website, blog and newsletter programs. In addition, is that we will also be taking our business to the social media platforms. This is where our goal would be to change people’s general perception towards cleaning service businesses and keep them informed about the advantages and benefits of hiring a cleaning service company.

Our Advertising Strategy:

On this ground, our advertising strategy will be no less exuberant than our marketing strategy. Since it’s all about forming a brand and therefrom entice people to associate with the brand in ways that appeal to them the most, we will do our best in this wise. This is why we do not simply want to sell services that people can make use of but those they will love. So, our goal is to sell expertise that people can enjoy thoroughly.

For instance, our janitorial service advertisements will be specifically addressing business owners who want to provide a wonderful working environment for their employees. This is aimed towards making company’s working conditions conducive to all employees.

Sales Tactics

These re follow-ups to our marketing strategies. It’s one that aims at implementing a number of different tactics to retain the interest of the client and make sure that a contractual agreement is reached. Consequently, we will be offering our first time customers various unknown complimentary services and discounts. This we will turn out to be a surprise package for them and will thus intensify their desire to contractually obligate us to clean their offices. This idea is to make the clients feel that they are getting more than what they re paying for.


On the other hand, the approach to generating publicity for our business will be divided into three steps. Firstly, we will convince trade magazine to publish a feature on our start-up company. This will project the potentials of our services to change offices across the neighbourhood.

Secondly, our representatives will be visiting local radio stations to promote our business and educate listeners on what we have in store for them. While, the third step is to partner with manufacturers of cleaning products to enable us provide discounts on our services to people who purchase their cleaning products.

Complete Cleaning Company Business Plan – Market Analysis – Sales Strategy:

This is a strategy that draws links from the leads generated from our marketing campaign. The marketing campaign will primarily generate leads through interest generated from our brochures. For instance, a call to receive more information about our service will be followed by a visit to the homes or premises concerned to speak with them. This is how we think we will be able to offer them a more accurate estimate.

More importantly however, this strategy provides us an opportunity to impress them with our company. We feel confident that since we are dealing with the affluent, who for many services are less price sensitive, are more likely to be impressed with our professionalism.

In addition, for those clients whom we re only able to speak with over the phone, we will initially quote them a price. However, since we are dealing with the group that are less price sensitive than the general population, we will then detail why our service is priced a bit higher than most.

Complete Cleaners will explain all of the different training systems and methodologies that each employee goes through. This will form the expectations that our customer will have about our superior service. This conversation will leave the prospective client with the impression that Complete Cleaners is indeed different from the rest of the residential cleaning services and that the price differential is justified.

Complete Cleaning Company Business Plan – Market Analysis – Sales Forecast:

As a matter of fact, the first month will be used to set up the business. It is unlikely any much business will be officially transacted. So, within this time, we will be dealing with the start-up legal and accounting issues for the business. In fact, the office equipment will be purchased and set up within this time. To be accompanied to making ready the physical office is developing the employee policy and procedure manual. Then, we will develop our training programs and manuals. In as much as we know that this will take a bit of time, but it’s      very important it is set up at the outset. We will ensure that it’s completed and done properly when there re far less time constraints.

Certainly, the second month will begin to witness some activities. At this time, we will begin to field inquiries over the phone and expect to turn some of those into contracts. The first week’s jobs will be done as a team. Subsequently, as the number of contracts begin to grow, at the end of the second month, an additional person will be hired to form the first employee team. We expect that by the end of month four we will have built up enough demand that a new team of two will be hired and trained. In this connection, having two teams of two will be sufficient until month seven when two more people will be brought on.

Complete Cleaning Company Business Plan – Market Analysis

At any rate, the sales forecast is based on the assumption that increased demand will occur at a steady pace from the second month. This assumption is based on that a large part for our new clients after month two will be from word of mouth referrals. The logic is that we’ll incrementally gain customers as we continue to serve ongoing customers.

Therefore, we will need a couple of visits before we can turn new client into a referral service. We assume that all of these will happen steadily and incrementally. However, this forecast is on the conservative side.  It’s possible that because we re superior to competing services that things really take off immediately. However, it would not be prudent to take that aggressive forecast.

Complete Cleaning Company Business Plan – Market Analysis – Conclusion:

The post reveals a lot of business ideas in the cleaning industry. Check out what you can do on a small scale for residential or industrial settings. There are also good markets in the cleaning material stocking or supplies business. Associated with these are other ancillary services like advisory, franchising, consulting, agency and others.


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It’s good you know that we offer series of business development and support services. These re those that cover your business planning challenges, company & NGOs incorporations.  In addition are, goods/services cost analysis and pricing for feasibility analysis.  Then are others for generating business ideas for start-ups, and diversification ideas for growing businesses. Therefore, for a customised Home-based and Industrial based cleaning services business Plan, comprising detailed financial analysis, call us on +234 8034347851 or send email to

Furthermore, we help institutions and organizations write concepts notes and implement their Business Plans. We also train so many on business Plan writing in Nigeria. We can give you this online.

Complete Full Marks Consultants Limited  (owners of this website) is a firm of chartered accountants, auditors, taxation, and business consultants. We re always there to assist you. Our over 37-years industry experience counts.

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Deacon Anekperechi Nworgu, a seasoned economist who transitioned into a chartered accountant, auditor, tax practitioner, and business consultant, brings with him a wealth of industry expertise spanning over 37 years.

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