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5/5/12

EntreprenuershipCareFare Express


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Introduction

Our Companys name is CareFare Express. Wespecialized in home cleaning services that cater toeverybody, especially the young couples and elderly.

Our Motto: To provide a clean and comfortable livingenvironment for our valued customers.

Our Slogan: We Live To Clean!


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Market Research

Market Description

Total population in Singapore is 4,608,167.

employed residents aged15 to 54 seniors aged 55 and above with spending power

People aged 15 to 54 represent 76.5% of the totalpopulation in Singapore (76.5% refers to 3,526,819).

People aged 55 and above represent 8.7% of the totalpopulation in Singapore (8.7% refers to 399,010).


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Survey Results

Location ofmarket

Demographics

EmployedLevel

Age Income Level Education Level Home Ownership Work-WeekPatterns

Sengkang Dual income

earners31-40 years

$1500-$3000 >upper secondary

education

5 room flats 4-5 day week

Punggol Dual incomeearners

31-40 years

$3000-$5000 > upper secondaryeducation

4 room flats toexecutive flats

5 day week

Jurong Dual IncomeEarners 31-40 years $3000-$5000 > upper secondaryeducation 4 room flats 5 day week

Bedok North Dual incomeearners

31-45 years $3000-$5000


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Employed ResidentsAged 15 years and over

by age and sexAge ( In Years ) In Thousands

2006 2007

Total 1,796.7 1842.1

15 - 19 28.8 33.720 - 24 139.6 129.925 - 29 201.9 204.630 - 34 237.7 246.1

35 - 39 241.4 249.540 - 44 256.1 255.345 - 49 253.0 253.550 - 54 203.2 212.655 - 59 135.8 145.460 - 64 54.8 64.7

65 & Over 44.4 46.6


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Employed andUnemployed Status of

Senior CitizensEmployment Status Total %55 to 64years

65 to 74years

75 &above

Total 100.0 100.0 100.0 100.0

Employed 28.2 43.8 14.6 4.2Unemployed 5.8 7.5 5.3 1.5EconomicallyInactive

65.9 48.7 80.1 94.3

Male 100.0 100.0 100.0 100.0Employed 40.9 60.2 22.2 8.0

Unemployed 7.9 10.1 6.8 2.4EconomicallyInactive

50.8 29.4 71.0 89.6

Female 100.0 100.0 100.0 100.0Employed 16.7 27.7 7.8 1.5Unemployed 3.8 4.9 4.0 0.9Economically

Inactive

79.5 67.4 88.2 97.6


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Employment Level

Thus,

Market contains the majority of employed residents,

Who are the sustenance to Singapores economy. Potential demand for goods and services specially

catered to seniors

An important market to tap on for economic prosperity.


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Average Monthly NominalEarnings Per employee by

industryIndustry 2005 2006 2007Singapore Dollars($)SSIC 2005 TOTAL 3 444 3 554 3 773

C15-36 MANUFACTURING 3 495 3 618 3 764

F45 CONSTRUCTION 2 513 2 517 2 646G-V SERVICES 3 498 3 615 3 862

G50-51 Wholesale & Retail Trade 3 017 3 101 3 262

H52-56 Transport & Storage 3 507 3 525 3 797

J58 Hotels & Restaurants 1 360 1 381 1 442

K60-63 Information & Communications 4 553 4 745 5 018

L65-66 Financial Services 5 949 6 291 6 768

M-O Business Services 3 207 3 314 3 518

M70-71 Real Estate & Leasing Services 2 732 3 053 3 355

N73-76 Professional Services 4 231 4 383 4 633

O78 Administrative & Support Services 2 196 2 238 2 368

P80-V99 Community, Social & Personal Services 3 704 3 831 4 074

hl l f


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Monthly Income Level ofEmployed/ Unemployed

SeniorsMonthly Income(All Sources)

Total Age Group %

55 to 64years

65 to 74years

75 & above

Total 100.0 100.0 100.0 100.0

None 1.9 0.7 1.2 6.7

Less than $500 36.2 25.3 44.1 55.8

$500-999 32.3 33.1 35.0 24.9

$1,000-1,999 20.6 28.2 14.2 8.7

$2,000 and above 9.0 12.6 5.5 3.9


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Income Level

Employed residents have fairly high disposableincome, thus, higher spending power.

However, employed and unemployed residents have

lower disposable income


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Employed Residents Aged 15 Years anover

By Highest Qualification Attained andSexHighest Qualification Attained / SexIn Thousands

2006 2007

Total 1,796.7 1,842.1

Primary & Below 281.8 276.8

Lower Secondary 223.0 230.9

Secondary 433.4 438.4

Upper Secondary 226.3 234.7

Polytechnic Diploma 207.7 223.4

Degree 424.4 438.0


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Education Level

Market consists of employed residents who are well-educated and well-informed.


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Population In Singapore

Population in Singapore and in HDB Flats

0

1000

2000

3000

4000

1960

1970

1980

1990

2000

2007(Ma

r)

Years

Population('000)

Estimated ResidentPopulation in Singapore

Estimated Resident

Population living in HDBFlats


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Work-Week Patterns

According to the Conditions of Employment Survey byMinistry of Manpower,

39.6% of employees work 5 days,

7.2 % work 5-day with regular Saturday off

15.3% work 5day

2.2 % work 6-day with regular Saturday off 16.4 % work 6-day

17.2 % work shift work

2% work other hours


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Market Research

Market Opportunity

Demographic

CareFare Express targets consumers who are employed

adequately educated consumers.

consumers who come from a middle income to high income family.

Our service packages would be much more affordable to dual-


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Market Research

Market Opportunity

Psychographic

v Consumers with/who:

Numerous hobbies and commitments, such as family, work or studycommitments.

Hectic lifestyles

Belong to working class to high class


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Market Research

Market Opportunity

Behavioural

Consumers who desire efficiency and quality cleaning of theirhomes.

Brand loyal, constant and heavy users of a home cleaning andhouse keeping services


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Market Research

Market Opportunity

Establishment of our target market

Concentrated marketing to choose our target market.


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Market Research

Market Opportunity

.Our

TargetMarket

Dual incomeyoung couplesand affluent

employedseniors amongthe employed

residents(aged 15-54)and seniors

(aged 55 andabove).

Well educated andinformed with aminimum of a

secondaryeducation and

Minimumhome

ownership by

the targetmarket isHDB flats and

above.

Work-weekpatterns of

mostly 5 daysand shift work.

Employed withan averageincome of

$3731


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Market Research

Market Opportunity

How is our home cleaning services different from othercompetitors?


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Market Research

Market Opportunity

-Affordable packages -Professional and Friendly domestic workers

-Efficient and well-informed domesticworkers

-Grace-In-Motion Monthly Campaign


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Competitor AnalysisCompetito

rs

Address Product/

Service

Place Price Promotio

n

HouseKeepersManagement

Services

49 JalanPemimpin,

#06-10 APSBuilding,

Singapore577203

HomeCleaning,

OfficeCleaning,

SpringCleaning,

Childcarecentres

Homes,

Offices,

ChildcareCentres

3 hrs once a week,from $218 per 4

sessions3 hrs twice a

week, from $408per 8 sessions3 hrs thrice a

week, from $608per 12 sessions



week, from $548per 8 sessions



None of that isstated


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Competitor Analysis

Company AddressProduct/Services

Place PricePromotio

n

CareXpress107, JalanHitam Manis,Singapore278512

HomeCleaning,

OfficeCleaning,

Spring

Cleaning, PostRenovationCleaning,

Move In/OutCleaning,

Before/AfterParty Clean

Ups

Homes,

Offices,

Real Estates

Refer to annex

Customized

Cleaning StyleMagazine

(SimplyHer)


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HDB Condo/Private Apartments Landed Houses

3-Room S$300 1-Bed S$300 < 2000 sq ft* S$350

4-Room S$300 2-Bed S$300 2000-3500 sq ft# S$450

5-Room S$300 3-Bed S$300 Chip Bee Landed S$288

Exec Apt* S$350 4-Bed* S$350Chip Bee Landed(ironing)*

S$350

Exec Mas* S$3503/4 Bed (> 1400sq ft*

S$350 Others Quote

HDB Condo/Private Apartments Landed Houses

3-Room S$500 1-Bed S$500 < 2000 sq ft S$520

4-Room S$498 2-Bed S$4982000-3500 sqft#

S$720

5-Room S$520 3-Bed S$520Chip BeeLanded

S$520

Exec Apt S$520 4-Bed S$520Chip BeeLanded(ironing)

S$520

Exec Mas S$5203/4 Bed (> 1400sq ft

S$520 Others Quote


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rs

Address Product

/Service


n

A Team Amahs &Cleaners

No specificaddress given EnquiryHotline

North, EastCentral

(+65) 68469245 / 6846

9247 South, West,

Central(+65) 68460428 / 6846

9247

Part-TimeMaid/Housek

eeping

BabysittingHomes only

Weekdays -From $10/hr

Sat/Sun/PH/Weekday nights -

From $12/hr

Weekend

nights - From$15/hr

None that isstated


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rs

Address Product/

Service


n

Just Relax HomeAnd Laundry

Services

Main Office-53 Ubi Avenue1 #03-43 Paya

Ubi IndustrialPark Singapore

408934

LaundryOutlet

- Blk 718,Bedok

Reservoir Rd,#01-4590,Singapore470718Tel:

-6448 3638-6256 0171

Home, Office,Showroom

Cleaning andMaintenance,

Laundry and DryCleaning,

Carpet/Upholstery Cleaning

Homes

Offices

Showrooms

For Home,Office,

Showroom

Cleaning andMaintenance

Laundry andDry Cleaning,refer to annex

CarpetShampooing

-$2 per sq ftUpholsteryCleaning

- $35.00 perseaterSteam

Sanitisation

- A $5voucher foruse on ourLaundry or

HomeServices upon

cardapplication.


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Call 6255 4222 for your laundry needs!

Clothings Laundry Dry Clean

Shirt $3.50 $4.50

Blouse $3.50 $4.50

Jacket $5.00 $6.00

Sweater/Cardigan $3.50 $4.50

T-Shirt $3.00 $3.50

Jeans/Trousers/Pants $3.50 $5.00

Skirt $3.00 $4.00

Dress:short/long(min) $5.50/$7.00 $7.00/$9.00

Evening Gown - $16.00-$30.00

Baju Kurung - $12.00

Punjabi suit $10.00 $12.00

Kebaya - $12.00

Saree - $12.00Winter Coat(min) $12.00 $15.00-$18.00

Trench Coat/Overcoat - $12.00

Load Wash(Wash & fold only. No sortingand ironing)

$5.00/KGMinimum $10.00 per load.

Services & PriceList


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Household Items Laundry Dryclean

Comforter/Quilt(S/Q/K) $8.00/$10.00/$12.00 $10.00/$12.00/$14.00

Quilt Cover(S/Q/K) $5.00/$6.00/$7.00 $7.00/$8.00/$9.00

Bedsheet $3.00/$4.00/$5.00 $5.00/$6.00/$7.00

Bedspread/Bed cover $8.00 $10.00

Pillowcase/Bolster case $1.00 $2.00

Towel Blanket $5.00-$7.00 $8.00

Curtain $5.00 per kg $6.00 per kg

Cushion Cover(S/M/L) $3.00/$4.00/$5.00 $4.00/$6.00/$8.00

Sofa Cover(S/M/L) $12.00/$16.00/$20.00 $14.00/$18.00/$22.00

Carpet/Rug $2.00 per sq.ft -

Stuff Toys - $8.00-$50.00

Call 6255 4222 for your laundry needs!


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S/no Packages Available Prices (S$)

1 Mattresses- Single bed + 1 pillow- Double bed + 2 pillows

Sofa (per seater)

Other areas(Minimum charges of $80.00

per trip)

S$ 25.00S$ 35.00

S$ 25.00

Please call for enquiry

Steam cleaning &disinfecting


1

2

Ad-Hoc Service (For 800sq ft)

Contract cleaning (6 monthcontract)- Once a month- Once every 2 months

Fr S$ 98.00

Fr S$ 528.00 (06 mths)Fr S$ 264.00 (06 mths)

Window cleaning &maintenance


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1. Contract housekeeping

Live Life Once a week package

No Worries Twice a week package(Based on area no more than 1200 sq ft)

Fr S$ 288.00per month

Fr S$ 498.00per month


1 Ad-Hoc Service

Take a Breather one timegeneral housekeeping(Based on area not more than1000 sq ft)

Fr S$ 128.00


1. Spring cleaning / Afterrenovation cleaning / Pre-moving in/out cleaning

(Based on area not more than1200 sq ft)

Fr S$ 288.00


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rs

Address Product/

Service

Place Price Promoti

on

HomeWorz- No specific

address given

- Spring cleaning- Post

renovation/move-out or pre move-in

cleaning- single sessionhome cleaning

- constant homecleaning

- shampoo for

carpet, rugs, andmats

-steam cleaning- Anti-dust mite

cleaning- Corporate office

cleaning

Homes andOffices

FreshenCare $250 onwardsfor 1,100 sq ft

InstantCare-$125 onwards for

950 sq ft ExtraCare

-$140 onwards for1000 sq ft

ConstantCare-$300 for 1500 sq

ft CarpetCare

-$1.50 per sq ft UpholsteryCare-Refer to annex

AllergenCareRefer to annex

OfficeCare

- Customerswho book

onlinereceives a

10% discount


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1) Curtain

Small piece - approx sizeof 1.5m x 2m

$15.00

Medium piece - approxsize of 1.8m x 2.5m

$25.00

Large piece - approx sizeof 2m x 3m

$40.00

2) Sofa set

single seater $20.00

double seater $35.00

triple seater $55.00

day bed $45.00

3) Dining Chair per seat $15.00

Steam cleaning can also effectively perform sanitization for toilets and windowpanels

4) Toilet per unit $45.00

5) Window Panel per unit $20.00

UpholsteryCare

1) Mattress

Up to super single sizeand beddings (bolster andpillows)

$20.00

Queen/King size andbeddings (bolster andpillows)

$30.00

2) Sofa set per seater $15.00

AllergenCare


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SWOT Analysis of

CompetitorsCompany Strengths Weaknesses Opportunities Threats

HouseKeepersManagement

Services

Standard cleaningservices

Fairly Cheap RateNo agency fee, cleaning

fee, and contract.Have insurance liabilitiesfor cleaners and homes

Full Cleaning Equipment

Do not offer

cleaning serviceson Sunday

Do not offerpromotions

Established and

well-known brand,can enter a newinternational

market

Competitorswho are using

more

technologicallyadvancedcleaning

equipment

HomeWorz

Quality and efficientcleaning services

Offer customisedcleaning style to home

cleaning services

Insufficientpromotions

Fairly expensiverates

Established andwell-known brand,can enter a new

internationalmarket

Target a newmarket se ment

Competitorshave grown andare established

as well Competitors

constantlydevelop


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SWOT Analysis ofCompetitorsCompan

y

Strengths Weaknesse

s

Opportunitie

s

Threats

Just RelaxHome AndLaundryServices

Versatile as theyoffer cleaning

services for all typesof locations

Do not have aniche,

differentiatedcleaning service

Able to enter intomergers, strategic

alliances withrelated servicescompanies for

profitsVersatilityencourages

investors to invest

Increasedcompetitiveness in

the industry Lack of

subjectivity incompetitorsmarketingactivities

A Team Amahs

& Cleaners

Conventionalcleaning servicessuch as part-time

maids,housekeeping,babysitting and

confinement nannies

Generally cheaperthan other home

Lack variety ofcleaning packagesto meet changingneeds and wants

Target a newmarket segment

shifting itspreference to

undifferentiatedhome cleaning

services

Competitorshaving promotional

packages

Booming of theeconomy


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SWOT Analysis ofCompetitorsCompan

y

Strengths Weaknesse

s

Opportuniti

es

Threats

CareExpress

Efficient Cleaningservices

Offer customisedcleaning style tohome cleaning

services

Variety ofPackages

No agency fee,

cleaning fee, andcontract.

Have insuranceliabilities for

cleaners and homes

Full Cleaning

Equipment

Do not offercleaning services

on Sunday

Consumers awareof companys

cleaning servicesPromotion can go ata larger scale with

the given position in

the market

Expensive rate isleading to lower

demand of theirhome cleaningservices, thus,

consumersswitching to

cheaperalternatives


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SWOT Analysis of CareFareExpressStrengths Weaknesses Opportunities Threats

Standard cleaningservices

Offers 2 packages Normal and Senior

FREE additionalcleaning if customer

finds service

unsatisfactory

Have insuranceliabilities for cleaners

and homes

No unique or specialcleaning services

Lack of cleaningexperience

Lack of availablefunds

Equipments used arenot technologically

advanced

Increasing number ofresidents needing

cleaning services

Have a website; ableto attract customers

worldwide

Targets on areas thatare not focused by

other companies

Liaise with the mediato promote and

advertise cleaningservices

Current and futureupcoming similar

cleaning servicescompany

Increasingcompetitiveness in the

cleaning industry

Better promotion and

advertising bycompetitors

More experiencecompetitors


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Business Operations

Location

Company based at 2 Topaz Road, Topaz Mansion #02-03.

business is starting out small, less equipment

located in central Singapore, thus it is convenient toget to any place


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Producton/Service Process


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Equipment

5 sets of cleaning equipment.

broom, mop, sponge, bucket, cleanser, bleach, rags,towels, dishwashing liquid, duster, vacuum, furniture

polish, disinfectant, window polisher, window wiperand the OSIM iEcologi.

estimated cost is $6740.


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How to keep track of ourinventory?

Our Operations Manager would keep track of ourequipment by utilizing a check in/out system.

This means that whenever any staff takes any

equipment out to work, they are to write their name,equipment set, time and sign on the check in/outbooklet.

Failure to do so would result in deducting 50% of thestaffs salary for the day.

Operations Manager would do a weekly count of ourequipment and check if they are in good condition.

our company would give out $200 every month to the

best housekeeper of the month


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Staffing

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