Totally Tidy by Tilly
(7 pages of text)
Spring cleaning season 2015 was about to begin in a small community north of Toronto, Ontario, Canada, and a prospective business owner was deciding whether to launch a new business. Totally Tidy by Tilly would provide cleaning services, professional organizing services, or both. Before moving forward, this new entrepreneur first needed to understand the environment for her new venture. Based on that understanding, she needed to decide what services to offer and at what prices, and how best to promote her new business. To determine financial feasibility, she projected the company's financial performance for the first three years of operations. Should the entrepreneur stay close to home, within her community, or would a viable and profitable business plan involve a larger area? Would the business provide a reasonable income, or would this significant change in her lifestyle only prevent her from enjoying the flexibility of being a stay-at-home parent?
This case can be taught in class or can be used as a testing vehicle (a take-home, individual, or group report) and is best suited for an introductory course in business management at the undergraduate university level. The case covers multiple business concepts (marketing management, financial projections, etc.) and the basics of business strategy, accounting, and finance. Students are expected to analyze this case by completing the following activities:
- Perform an external analysis: industry, competition, and consumer.
- Perform an internal analysis: company’s strengths, weaknesses, opportunities, and threats.
- Develop a marketing plan. This plan should include a decision regarding the services to be offered and their respective prices, the targeted location(s), and the promotional tools to be used.
- Project three years of financial statements (cash budgets, statements of earnings, and statements of financial position).
Canada, Small, 2015
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