Ozhouse Clean - Case Study: BSB60420 Advanced Diploma of Leadership and Management

BSB60420 Advanced Diploma of Leadership and Management
Ozhouse Clean – Case Study
Ozhouse Clean is based in Melbourne and offers professional, residential cleaning services,
including regular home cleans, as well as spring cleans. The company was established in
2005 and is a family business established by James and Nancy Anderson.
James and Nancy are the Directors of the company and finance any business expansion
themselves. Their daughters, Amanda and Sarah, are also Directors and manage the
business for their parents who are not involved operationally. Amanda is the Operations
Manager and Sarah is the Administration Manager.
Sales revenue for the company for the financial year ending 2020 was $300,000. As the
operational plan aims to increase the number of clients by 10% in 2021, the targeting
financial sales revenue for 2021 is $330,000.
The target customers are people in the greater Melbourne region who want a
professional, trustworthy and immaculate cleaning service. The company currently has
approximately 70 regular and loyal clients, based around Melbourne inner city. These
clients require regular home cleaning, either weekly or once every two weeks for 4 to 6
hours. A standard hourly rate of $40 is charged.
The company employs 15 cleaners, all of whom are part-time contract staff working
between 10 and 15 hours a week. Staff receive an hourly rate of $25 per hour.
Currently, marketing is via a website, but a large proportion of the company’s work comes
through word of mouth from existing customers.
All ongoing cleaning supplies are currently purchased from Total Cleaning Supplies in
Melbourne. However, this company does not currently offer environmentally friendly
products.
Additional Information required to complete Section 1 and 2 of the Project

Portfolio
The company sees its point of difference from competitors as being a small family business,
with a focus on quality and happy and contented staff and customers. The management
team understands this point of difference may need to change as the business grows and
clear plans are necessary. While it has developed an operational priorities plan, the
information in the plan is limited and is for the upcoming year only. As Operations
Manager, Amanda has been asked by her father to write a business plan for OzHouse
Clean.
At a recent meeting, the directors decided to focus on Ozhouse Clean’s staff retention, its
customer base (e.g. number and diversity), the services offered (quality and quantity) and
the environmental impact of Ozhouse Clean (both internally and externally).
Simulation pack – BSBOPS601 Develop and implement business plans | Page 1 of 5

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Other factors discussed at the meeting include:
 the need for more management or administrative staff (although Amanda manages
marketing, she is not skilled in this area and a skilled marketing officer may be
needed).
 the possibility of employing a number of full-time, permanent cleaning staff (partly

because there is a high turnover of casual staff and little loyalty to the company).
 different ways of marketing, especially to attract commercial customers.
 a desire for 100% customer satisfaction.
 a reminder to Sarah to review, renew and pay the existing public liability insurance
policy.
At the meeting, James and Nancy committed to financing $4000 towards the cost of an
industrial carpet cleaning machine. All other costs must be recovered by the increased
sales and new pricing arrangements. It is estimated that the purchase of environmentally
friendly cleaning products will be an additional $10,000 per month (eco-friendly products
are more expensive). Staff costs for employing a full-time cleaner is $55,000 per year
$40,000 per year for a part-time marketing assistant.
Additional information to complete Section 3 of the Project Portfolio

The owners of Ozhouse Clean, James and Nancy, requested that Amanda (Operations
Manager) presents the new business plan at the next board meeting to all directors (two
weeks time). They instructed Sarah (Administrative Manager) to ensure that all staff are
committed and available to implement the business plan.
After one month:
Amanda has spent a lot of time sourcing and negotiating a reliable supplier of eco-friendly
cleaning products. She has narrowed down the list of potential suppliers to two suppliers
but must still finalise her decision and notify clients. She has requested (via email to James
and Nancy, the owners) another two months to do so.
Sarah has renewed and paid the public insurance liability policy.
After two months:
In preparation for appointing a marketing assistant, Sarah developed the following job
description:
 coordinates multiple channels of marketing strategies
 solves problems for customers by developing innovative and tailored sales solutions
 directs social media strategies
 evaluates performances of marketing campaigns
 analyses customer feedback from social media platforms
 builds and maintains client relations

 possesses deep knowledge of business product offering and value proposition.
A marketing assistant and one permanent cleaner have been employed.
The marketing assistant has described their understanding of the job role as follows:
 I run marketing strategies using a range of channels (including social media)
 I develop sales solutions to meet customer needs
 I run marketing campaigns
 I check social media to review customer feedback.
So far, the marketing assistant has found 6 positive reviews and 2 negative reviews online,
but is unsure of how to respond to negative comments in a positive and proactive way.
After three months:
Amanda has purchased an industrial carpet cleaner and trained the permanent cleaner
to use the machine. This training included a demonstration of how to safely lift and
manoeuvre heavy objects according to Workplace Health and Safety requirements.
The new marketing assistant now fully understands their job role, and has advertised the
new carpet cleaning service and eco-friendly cleaning product option on social media
and the business’ website. An email has been sent to customers making them aware of
the new service and product options. The marketing assistant has requested that she has
clear performance requirements, such as:
 Run weekly social media posts.
 Respond to every review comment.
 Personally call each customer once a quarter,
 Researches one new service every quarter.
Ozhouse Clean has 4 new regular customers who have been looking for an eco-friendly
cleaner. The marketing assistant has found 10 additional positive reviews and 1 negative
reviews online.
The owners have requested that the business targets at least two carpet cleaning
customers a month.

Ozhouse Clean
Operational Plan 2019 - 2021
Summary
Ozhouse Clean is based in Melbourne and offers professional, residential cleaning services,
including regular home cleans, as well as spring cleans. The company was established in
2005 and is a family business established and operated by James and Nancy Anderson.
Our key focus is providing quality services to all of our customers. We want our brand to be
widely recognized and associated with qualities.
In our work, we ensure we adhere to our key values, which are:
 valuing and respecting all of our customers
 caring for the environment through our environmentally friendly services
 caring for our staff through a friendly working environment
 promoting excellence and innovation in all of our business practices.
We operate at all times with integrity.
Objectives
During the upcoming year we have a range of objectives which focus on building our
brand recognition for providing customers with a professional and friendly service and to
increasing sales.
Thus objectives are increasing the number of clients by 20% in the first year of introducing
commercial cleaning services and 10% thereafter.
We also want to meet or exceed the expectations of customers and to implement best
practice in cleaning operations, including environmentally sustainable practices.
Operational Priorities
Date Priorities Key performance indicator
End 2020 Introduce environmentally New services introduced by

friendly cleaning services. new financial year.
Commence end 2020 Establish commercial Service established.

cleaning service.

Date Priorities Key performance indicator
January 2021 Identify and implement Sales increased.

new marketing strategies to
grow business.
2021 Consider carpet cleaning Viability of carpet cleaning

services. is established and
equipment purchased.


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BSB60420 Advanced Diploma of Leadership and Management

Ozhouse Clean – Case Study

Additional Information required to complete Section 1 and 2 of the Project

Simulation pack – BSBOPS601 Develop and implement business plans | Page 1 of 5

 the possibility of employing a number of full-time, permanent cleaning staff (partly

 different ways of marketing, especially to attract commercial customers.

 a desire for 100% customer satisfaction.

Additional information to complete Section 3 of the Project Portfolio

After one month:

After two months:

 coordinates multiple channels of marketing strategies

 directs social media strategies

 evaluates performances of marketing campaigns

 analyses customer feedback from social media platforms

 builds and maintains client relations

A marketing assistant and one permanent cleaner have been employed.

 I run marketing strategies using a range of channels (including social media)

 I develop sales solutions to meet customer needs

 I run marketing campaigns

 I check social media to review customer feedback.

After three months:

 Run weekly social media posts.

 Respond to every review comment.

 Personally call each customer once a quarter,

 Researches one new service every quarter.

Simulation pack – BSBOPS601 Develop and implement business plans | Page 3 of 5

Operational Plan 2019 - 2021

In our work, we ensure we adhere to our key values, which are:

 valuing and respecting all of our customers

 caring for the environment through our environmentally friendly services

 caring for our staff through a friendly working environment

 promoting excellence and innovation in all of our business practices.

We operate at all times with integrity.

Date Priorities Key performance indicator

End 2020 Introduce environmentally New services introduced by

Commence end 2020 Establish commercial Service established.

Simulation pack – BSBOPS601 Develop and implement business plans | Page 4 of 5

Date Priorities Key performance indicator

January 2021 Identify and implement Sales increased.

2021 Consider carpet cleaning Viability of carpet cleaning

Simulation pack – BSBOPS601 Develop and implement business plans | Page 5 of 5

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