Executive Summary (2)

Waciru Cleaning Services

Cancarf Residential

Kahawa WendaniNairobi

Executive Summary

Waciru’s cleaning services (WCS) is a residential and commercial cleaning service serving businesses, public entities, middle and upper class families in Nairobi. Through unrestricted investment of human capital, Waciru’s cleaning services will supersede customer’s expectations. We will be providing services for middle and upper income households at different pricing levels depending on the level of quality of service warranted by the client. However, the pricing levels will not undermine the high level of professionalism and trustworthiness maintained as the core of this business.

The projected growth of Waciru’s cleaning services is very high on a yearly basis with significant profit margins as a percentage of sales. The growth will also involve investing in other cleaning services that demand hefty capital investments and higher skilled human capital case in point industrial cleaning. WCS will be operated from home with Kennedy Karanja as the sole proprietor. The business will commence with three employees with an additional three joining through the first year.

An estimated 47% of Nairobi residents are believed to pay for or consider cleaning help which has overseen an explosive growth in the cleaning service industry in the past couple of years. This number is expected to grow as the economy shifts to middle class and as more people move to the city in response to skilled job offers. As a result, WCS seeks to catch up with this new opportunity.

This business plan will act as a guide to help the owner with navigating the startup and management responsibilities that come with operating the business as well as secure additional funding from a bank.


To attract a minimum of 20 regular customers per week for both exterior and interior cleaning services, in the first year of operation.

To offer our clients excellent cleaning services differentiated from the competition at appropriate prices, and providing outstanding customer experience, measured by a minimum of 7 percent sales growth each year, and at least 10 percent net profit from sales.

To develop a sustainable business through the generation of positive cash flows and a minimum of 10 percent net profit to sales.

Mission and Vision

WCS’ mission is to offer Nairobi residents excellent cleaning services differentiated through high levels of professionalism and trust. Our commitment remains to offer the service quality and value expected by our clientele.

WCS’ strategy, resources and systems will be employed to attract and maintain customers. We believe the growth of our customer base to be the core maxim and will go a long way in ensuring the business achieve its short as well as long term goals. Our mission is informed by our zeal to exceed the expectations of our clientele.

Our vision is to become the most sought after cleaning service provider at commercial, consumer and industrial levels-as measured by our stakeholders and the environment we operate in.

Our values are the backbone of our success. They are a strong foundation of WCS, create a picture of who we are and set us apart from the competition. These standards that inspire our vision of the future include:

Integrity: We respond to every task, one another and most importantly the client with utmost respect and dignity. Every single interaction seeks to uphold honesty, ethics and generate trust.

Performance excellence: Every action is geared towards exceeding expectations

Teamwork: WCS is a team environment characterized by our commitment to one another and bound by trust and loyalty.

Keys to success

Our keys to success include:

Top notch service delivery tailored to build and maintain customer loyalty.

Services that prove essential to our target customer base.

A business location that translates to sustainable customer flow through company visibility.

Competent management to run the business.

Total commitment to growth, continuous improvement and top notch services.

Service Description

The services are categorized according to the needs as well as the client type. The categories include:

Residential cleaning.

The services offered for residential premises include cleaning:

Exterior Cleaning

Garage floors

Down spouts/water spouts and drain gutters.

Rust stains from sprinklers deposited on sidewalks and other areas.

Building sides, bricks and stucco.

Internal cleaning

Maid services which include cleaning duties specific to the individual needs of the client or home cleaning in general.

Couch cleaning

Carpet cleaning

Doors, woodworks and walls.




Beams and high edges

Window cleaning

This service also include post construction cleans.

Commercial Cleaning

Commercial cleaning entails services offered to business premises and offices. WCS offers custodial services in this regard, which entail cleaning and maintenance duties in offices and commercial premises. The custodial services are as follows:

Vacuuming and mopping floors

Cleaning windows

Arranging spaces

Sanitizing amenities

Emptying trash cans

The tasks carried out by WCS are not limited to those mentioned and will perform any other tasks as directed by the client inside or outside the premises.

Full service laundry

WCS will provide full service laundry which entails washing, drying, and folding clothes including pick up and drop off with a turnaround time of less than 24 hours.

WCS also plans to offer commercial laundry services in the future in line with its growth strategy. Commercial laundry service will entail providing and managing inventory of linen, as well as washing, ironing and delivery on weekly basis or at the agreed frequency.

Before/after party cleaning services.

Our competent workforce will help clients with planning an event be it working alongside and under a party planner or the client themselves. Before party cleaning services include ordinary clean up prior to the event such as rearranging furniture and helping with decoration. These services are, however, custom and tailored to the needs of the clients including extra care tasks such as window or floor care, arranging tables and chairs, and taking care of rented linen.

Post party cleaning services include but are not limited to rearranging the furniture, breaking down chairs and tents, polishing surfaces and floors, cleaning utensils, collecting and disposing litter and left overs, as well as scrubbing, disinfecting and cleaning amenities.

There are np exceptions to which event and our focus solely remains to restore the client’s venue to the original state if not make it better.

Start-up Summary

Waciru’s House Cleaning service’s start-up costs comprise equipment needed including cleaning supplies to operate the business as will be detailed below. Other requirements include legalities, marketing expenses, uniforms and other signs.

Office equipment will comprise a computer system with advanced specifications (4 gigabytes RAM, 500 gigabytes hard drive and a paper printer). The office will also require a phone line or a cellular phone. A few pieces of furniture including a desk and a chair as well as seats in case of waiting clients. Marketing fees are for the production of business cards and brochures.

The purchase of cleaning equipment will be done in a manner that will ensure each employee has a set. Equipment such as a commercial vacuum cleaner (consumer models will not withstand the intensity of the job or continuous use), a couch cleaner, and a carpet cleaner will be an exception and will be operated by one employee meaning just a single set will be acquired and changes will be made as warranted by business progress. Assorted brooms, spray bottles, buckets, toilet brushes, squeegees, and mops will be enough for each employ.

Uniforms will be used to give off a professional image.

Start up

Startup requirements

Carpet cleaning machine

Vacuum cleaner

Laundry MachineSpray bottles


Toilet brushes



Total startup expenses

Total assets

Startup funding

Total assets

Total liabilities

Vacuum Cleaners

Vacuum cleaner for carpet and hardwood floors

Market description

Waciru Cleaning Service will target the upper and middle end of the house cleaning market. From research and the yellow pages, there is evidence of a huge market that is still in need of basic cleaning services as indicated by the insignificant number of already existing entities pursuing this market. More importantly, there is a need for a quality, honest and trusted service and that is where WCS comes in. WCS is offering a high quality, totally trustworthy service for all clients regardless of economic class. Our service will ooze professionalism. We are perfectionists as will be indicated by our services.

We believe that each of our clientele appreciate a professional, reliable, trustworthy, cleaning service and are willing to pay exceptional amounts to get this top shelf level of service. We will be marketing our service to these people through word of mouth referrals as well as document adverstising.

Nairobi, like most urban areas, has lots of cleaning services. Although this translates to substantial competition, we believe clients are looking for upper-end cleaning services which the competition is yet to realize and will allow us to have steady growth.

Market Segmentation

Waciru Cleaning Service will be focusing on two groups, commercial and consumer clients. The first includes office buildings, hotels, hospitals, and schools. All these premises are included to avoiding any restrictions on our client range. Services offered to this group may require to be scheduled in the evenings and weekends to allow space for the various organizations to operate on normal working hours.

The other group is the consumer clients whose needs are met at residential premises. This group make up our primary clientele and focus on the so called maid services. This services are those cleaning duties that specific to the needs of individuals or house cleaning services in general. Other services offered to this group include laundry.


YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 Potential clientele Growth CAGR

Residential clients Commercial clients Total Target Market Segment Strategy

WCS is focusing on a group people that appreciates a professional, reliable, trustworthy, and immaculate house cleaning service, and are more than willing to pay for this. We target a group that is considerably wealthy, which means consistent customers for us. Whether our target base have a house cleaning service does not depend on the finances each month. These groups can always afford our services, just as they always need/desire a clean house.

The middle and upper class desire quality and are willing to pay a premium for a service that that they can trust exclusively, that extrudes professionalism, and basically allows to relax and avoid the hustle that come with any form of cleaning. We do all of this in a seamless, customer centric manner.

Marketing Strategy

Marketing our company will entail several approaches. First is the distribution of marketing materials like color brochures, fliers, and business cards with detailed information of our services and communicate the uniqueness of our business. This documents will be distributed to our target segment through strategic relationships with individuals, organizations or any other areas that fit our target customer profile such as drop offs within the target market. The head of operations will also introduce the business in person or by phone to businesses and enquire whether the business can provide professional cleaning services.

This approach will then be augmented by word of mouth referrals from the few clients that will receive our service during the early stages of operation. The proprietor has a considerable number of friends that fit our target market are known for certain to use this service and will make a good starting point for the client network. This will require offering services with good enough quality to create confidence for these clients to be our “cheerleaders” for our business. Some cases will require economic incentives such as discounted visits to our customers if they bring us new business. The effectiveness of this approach will be owed to the tendency of people to share good things with friends.

Competition and Buying Patterns

The cleaning service space is made up of numerous competitors and with good reason since the demand is pretty high. Plenty of maid/janitorial services have waiting lists, they are unable to meet demand. Additionally, many of the maid and janitorial services are “mom and pop” operations without enough employees. Cleaning service customers want quality, and not everyone in the cleaning service space offers quality. Our research has indicated that often people report to not have found a cleaning company that they are truly happy with.

The residential house cleaning niche is a subset of the larger cleaning business. Within the cleaning business, there are both residential as well as commercial cleaners. The commercial cleaners are typically a janitorial service that offers a wide range of services from general office cleaning, to carpet cleaning, to window cleaning. Janitorial services are a one-stop service offering for commercial businesses. There are also residential cleaning services. The residential house cleaning market is serviced predominately by independent companies. There are however, a few large franchises. Residential services are divided into a couple of different categories, maid or house cleaners, carpet cleaners, window cleaners, and a variety of other services that are required on a less frequent basis. They are far more restricted in their range of offered services relative to the commercial janitorial services.

We charge rates that represent the average price in the market for our services coupled by unsurpassed level of professionalism, trustworthiness, and attention to detail. We provide the most pleasant experience possible

Strategy and Implementation Summary

Waciru’s Cleaning service will be courting businesses, party planners, and individuals across Nairobi. We will be attractive to these customers because of our commitment to professional, trustworthy service. We will achieve this high level of service through extensive training and a continuous learning process. WCS will be qualifying leads over the phone with estimates and more importantly, with in-house meetings. This sales strategy should yield a steady increase in jobs starting from the second month.

Competitive Edge

Our competitive advantage will be based on our large investment in human capital. WCS begins with a rigorous training program for new employees. At the outset, employees with be trained on how to clean. Granted everyone has some idea on how to clean, but we will show them a methodical way producing a far cleaner home more efficiently. We will then be training employees to work effectively on teams. While there are some households that prefer individual cleaners instead of a team, a request that we are more than happy to oblige, we generally work in teams as they are more efficient. Working efficiently on a team takes training, and through this team training, we are able to make significant gains in efficiency.

The next topic of training involves professionalism. We provide our employees the tools necessary to impress our most affluent clients. Professionalism is a skill that is used throughout the service call, from the way the employee greets and interacts with the client, to the way they clean, to the way they act when they break that priceless vase (which in the inevitable case that we do break something, we have specific guidelines for the employee to follow to resolve the conflict).

We finally train our employees to know what the expectations of our clients are. We will provide them the tools needed to exceed these expectations.

This extensive training, both up front, as well as continuously (called our continuous learning system) builds a trust relationship between our company and the client. It is the bond of trust that will not only earn WCS the loyalty of that customer but also the referral of several more of their friends. Satisfied customers like to tell their friends about service providers that they are happy with, people like to “spread the wealth” with their friends.

Lastly we will emphasize our use of environmentally sound chemicals. Other companies do not really use environmentally sound chemicals so this is a huge differentiation, and it is something that we are proud of, and will be mentioned.

We will also be creating the appearance of professionalism through the use of uniforms and large magnetic sign affixed to the side of the vehicle we use.

Sales Strategy

The sales process will begin through the qualification of leads generated from our marketing campaign. The marketing campaign will primarily generate leads through interest sparked from our brochures and other advertising documents. Someone will call to receive more information about our service, while we will be able to give them an estimate over the phone, we would prefer to be able to get into their home and speak with them. On one hand we would be able to offer them a more accurate estimate. More importantly however, it 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, “feel” an immediate trust bond forming, and sign up for the service.

For those clients whom we are only able to speak with over the phone, we will initially quote them a price. Waciru’s Cleaning service will explain all of the different training systems and methodologies that each employee goes through, and what expectations are reasonable for the customer to form about our superior service. This conversation will leave the prospective customer the impression that WCS is indeed different from the run of the mill residential cleaning services.

We are setting up an expectation for the customer that they can indeed expect more with our service. This “angle” is based on the assumption that many people are not thrilled with their current cleaning service. Sure they clean adequately, but there is not a trust bond formed as if you had the same house cleaner for 20 years who helped raise your children. This is how we will differentiate ourselves and ultimately win over new customers.

Sales Forecast

The first month will be used to set up the business. It is unlikely much/any business will be officially transacted. In addition to dealing with legal and accounting issues for the business, office equipment will be purchased and set up. Once the physical office is ready we will then develop the employee policy and procedure manual. Then we will develop our training program. This will take a bit of time therefore it is very important it is set up at the outset, ensuring that it is completed and done properly when there are far less time constraints.

The second month will begin to see some activity. We will begin to field inquiries over the phone and expect to turn some of those into contracts. The first week of jobs will be done as a team, with Ken and one employee who will be required to have substantial experience. As the number of contracts begin to pick up at the end of the second month an additional person will be hired to form the first employee team. By the end of month four we will have built up enough demand that a new team of two will be trained and begin working. Having two teams of two will be sufficient until month seven when two more people will be brought on. We expect to remain with a six-person head count into mid-year two when we expect to bring on one more team.

The sales forecast is based on the assumption that increased demand will occur at a steady pace. This is based on the assumption that a large part for our new clients after month two will be from word of mouth referrals. The logic is that we will incrementally gain customers as we continue to serve current customers. We will need a couple of visits before we can turn a new client into a referral service. All this will happen steadily and incrementally. This forecast is on the conservative side, it is possible that because we are superior to competing services that things really take off, however, it would not be prudent to take that aggressive of a forecast. It is always better to err on the side of caution.


Sales Residential clients Commercial clients TOTAL SALES Direct Cost of Sales Residential clients Commercial clients Subtotal Direct Cost of Sales Milestones

Waciru’s Cleaning service will have several milestones early on:

Business plan completion. This will be done as a roadmap for the organization. In addition to raising capital, the business plan will be an indispensable tool for the ongoing performance and improvement of the company.

Set up the office. This will be done within the first month. This includes setting up the physical office where business will be transacted and act as storage space for equipment. The storage space/office will be where all of the bulk, environmentally sound, chemicals will be mixed into the proper concentrations.

Training program. This will be the development of a training program for the employees. The employees will receive initial sessions of training up-front, but will undergo constant training, part of our constant learning process through a hands on approach.

Welcoming our more employees.

Management Summary

Waciru’s Cleaning services owned and operated by Kennedy Karanja. It will be formed as a sole proprietorship. There is no compelling need to incorporate. The advantage of incorporation, limited liability, can be offset by good insurance.

Kennedy Karanja , founder and owner, has a degree in _______ from Kenyatta University. A history of competence and interaction with the sector.

Personnel Plan

The staff will consist of Ken working full time for WCS. Initially Ken will be working in both the office as well as on jobs but on a supervisory capacity with two employees, by the end of month two he will be working only in the office and will have hired an additional employee. Month five will see an additional two people hired for a total of six employees.

We will be paying our employees a competitive wage informed by the average industry rate. The wages will be accompanied by benefits that will attract much higher caliber employees that are not looking for temporary employment, but a stable job environment. This is compounded by the fact that in order to make our training cost effective for us even if the training is offered by our experienced employee, we need this person to be a part of the company for an extended period of time, not just a few months until a better job comes along. In addition to paying an above market wage, we will be offering extensive training. This personal development will be another attraction for the high caliber employee. The need for the higher class employee is necessitated because of the upper end clients that we serve. In order to exceed the customer’s expectations of our services, we need to have the right employee that has been properly trained and feels a sense of empowerment on the job.

Ken will be paid a monthly salary. The rest of the profits will remain within the business.

Financial Plan

The following subtopics will provide more financial information.

Important Assumptions



Plan Month Current Interest Rate Long-term Interest Rate Tax Rate Other Break-even Analysis

The break-even analysis is based on an average billing unit. The calculations are based on the shilling a unit of revenue and costs of sales as a percentage of the shilling. 

Projected Profit and Loss

The following table will indicate projected profit and loss.



Sales Direct Cost of Sales Other TOTAL COST OF SALES Gross Margin Gross Margin % Expenses Payroll Sales and Marketing and Other Expenses Depreciation Additional Payroll Burden Leased Equipment Utilities Insurance Rent Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales Projected Cash Flow

The following table will indicate projected cash flow.



Cash Received Cash from Operations Cash Sales $186,598


Additional Cash Received Sales Tax, VAT, HST/GST Received $0 $0

New Current Borrowing $0 $0

New Other Liabilities (interest-free) $5,000 $0

New Long-term Liabilities $0 $0

Sales of Other Current Assets $0 $0

Sales of Long-term Assets $0 $0

New Investment Received $0 $0

SUBTOTAL CASH RECEIVED $183,970 $186,598

Expenditures Year 1 Year 2 Year 3

Expenditures from Operations Cash Spending Bill Payments SUBTOTAL SPENT ON OPERATIONS Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends SUBTOTAL CASH SPENT Net Cash Flow Cash Balance Projected Balance HeetThe following table will indicate the projected balance heet.



Assets Current Assets Cash Inventory Other Current Assets TOTAL CURRENT ASSETS Long-term Assets Long-term Assets Accumulated Depreciation TOTAL LONG-TERM ASSETS TOTAL ASSETS $71,491 Liabilities and Capital Year 1 Year 2 Year 3

Current Liabilities Accounts Payable Current Borrowing Other Current Liabilities SUBTOTAL CURRENT LIABILITIES Long-term Liabilities TOTAL LIABILITIES Paid-in Capital Retained Earnings Earnings TOTAL CAPITAL TOTAL LIABILITIES AND CAPITAL Net Worth Business Ratios

The following table contains important business ratios from the building maintenance services industry, as determined by the Standard Industry Classification (SIC) Index code 7349.



Sales Growth

Percent of Total Assets


Other Current Assets

Total Current Assets

Long-term Assets


Current Liabilities

Long-term Liabilities

Total Liabilities


Percent of Sales


Gross Margin

Selling, General & Administrative Expenses

Advertising Expenses

Profit Before Interest and Taxes

Main Ratios



Total Debt to Total Assets

Pre-tax Return on Net Worth

Pre-tax Return on Assets

Additional Ratios

Net Profit Margin

Return on Equity

Activity Ratios

Inventory Turnover

Accounts Payable Turnover

Payment Days

Total Asset Turnover

Debt Ratios

Debt to Net Worth

Current Liab. to Liab.

Liquidity Ratios

Net Working Capital

Interest Coverage

Additional Ratios

Assets to Sales

Current Debt/Total Assets

Acid Test

Sales/Net Worth

Dividend Payout