I only have one client in their service area (the shore is far), and that client says MIK was about twice what I charge (with driving surcharge included)
I agree, you have to admire what they have been able to accomplish so far. They’ve been able to stand out from the crowd. Sure it’s gimmicky but it attracts a certain type of customer as well.
Personally i would rather have MIK in my area as a competitor rather then all the bucket bob’s working for next to nothing.
I have seen too many companies in too many industries bank on gimmick and novelty. They expand so fast and pretty soon the company is struggling to stay afloat. The brand is so watered down after the novelty is gone.
Checkers hamburgers is a classic example. They had the nostalgia gimmick going, people loved it at first, they expanded too fast, diluted the brand, overexposed themselves, and nearly went under.
Their stock would get suspended for falling too low to list, but as schools let out in Florida, the stock would climb back up to a dollar. We would buy clumps of shares, then as summer progressed, it would climb up to 3 or 4 bucks. We would sell right as school would start to go back in and the stock would bottom out again.
Kilts will have limited appeal and won’t work in every market. They will go Checkers before too long.
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by all rights, Fish should have taken over the world right now with such low of competition compared to when they started etc etc
service businesses are based on what a franchise cant control, the people, so independently owned and operated is what dilutes what they need control over, the experience and the people running the experience
they cant have a USP that is cut off at the knees by franchise rules and independently owned and operated
which is probably the USP that would make a difference
they cant by their very nature of structure. it would have to be a Sears setup, employees.
If Sears thought there was potential with window cleaning they would have done it 50 years ago, even their carpet cleaning didnt go ‘rule the world’ scale
But then in a service business for a discretionary service that has next to nil consequences for putting it off (vs water heater filling house up with water) window cleaning has got to be the toughest
That very true Tommy labeling/pricing in general makes the customer hmmm it must be better, because…(it cost more and it’s
wrap up in a pretty package).
I saw that a lot in Socal when I did Detailing for 20+ years…Guys would show up with great trucks and sparkling new equipment
But they could not Detail a vech to save their lives…LOL. they would charge outrages price for the work and people would pay it, until they saw what they paid for…then they would come to me and pay 2x-3x what the other guy charge to fix all the mistakes. (you get what you pay for).
Its amazing how the general population is blinded by labels and pricing…I wish they would look deep for quality.
This has been studied for decades by market researchers. I posted some of the findings last year about the different types of customers and how fish appeals to the customers that we do not want. It’s interesting stuff.
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