TOTALLY TIDY BY TILLY Value proposition -people either lacked the skills to effectively organize their belongings, were physically incapable of doing the required work, or just did not enjoy or have time to do this work. - to position Tidy as a detail-oriented premium service. - target high-income earners who did not have either the time or the desire, or both, to organize and clean their homes - to target clients within a 20- to 30-minute drive from her home. Neighbouring communities included King Township, Vaughan, Richmond Hill, Newmarket, and Aurora. Issues- to ensure that the business would be profitable while still allowing her enough time for personal activities. detailed analysis, including three years of projected cash budgets, statements of earnings, and statements of financial position to determine if Tidy would be a feasible venture and would meet her objectives. If the venture was feasible, Fernandes would target June 1, 2015, as Tidy's official launch date. 1). Fernandes did not know if Tidy should offer organizational services, cleaning services, or both. -She would enjoy spending her time on the organizational aspect of the business rather than on the cleaning services -she wondered if offering cleaning services would be a good complement to organizational services, or if cleaning services could be more lucrative on its own. Organizational services could include the rearrangement of furniture or items in the home; organizing belongings with the use of boxes, containers, or labels; and assisting with the de-cluttering process of keeping necessary items and disposing of unnecessary items. - based on Fernandes' experience and expertise in keeping her own home neat and organized. -would need no assistance when providing organizational services to customers. - first meet with a potential client to better understand the customer's needs and details of the requested service. Important details would include the number of rooms that required organizing, the level of involvement by the client, the estimated length of the service, and any other particular preferences or requests from the customer. -This initial client meeting would be free of charge and would take one workday. -Professional organizing fees ranged from $50 to $175 an hour and were based on the service provider's level of experience, the geographical location, travel time, and competitors' prices. -if the price she chose was within reason, it would not drastically affect the number of contracts she could earn because of her customers' willingness to pay somewhat more for a premium service. - projected earning either one contract a month or one contract every other month during the first year of operations. -Factoring in growth, projected earning one or two contracts a month in the second year of operations - two to three contracts a month in the third year of operations. -The organizational services were expected to last an average of five days, including the initial client meeting. -Any materials purchased for the service (e.g., labels, boxes, etc.) would be charged at cost to the customer. Cleaning services - consist of a deep clean of