Issues In order for Tilly Fernandes to launch her new business, Totally Tidy, she has to consider these four issues: . Despite the fact that Tilly Fernandes is proficient at organizing and cleaning, her lack of business skills and certifications is one downside for her to opening a new business and identify her customer profile. A start-up business is likely to face various kinds of challenges and uncertainty, without experienced knowledge and relevant skills such as problem-solving, finance, and critical thinking, Tilly is unable to manage them with business tools and strategy. · Tilly has not gotten any professional training in cleaning and organizing services. Although it was indicated that the high level of cleanliness was passed on to Tilly by her parents, there is no proof or qualification that Tilly is qualified to offer the services. This might cause distrust in customers that Tilly does not have the capability to clean their homes competently and professionally. · A start-up business like Totally Tidy, it's reputation is a blank state. Tilly has no history of any established target markets or positive social media reviews. Meanwhile, Tilly does not seem to have a point of difference that allow her to be outstanding among the competitors and attract more customers. . As a sole proprietorship, it brings unlimited liability to Tilly. Tilly is personally responsible for all the debts, duties, and obligations in the company. Since she is by herself, she is accountable for all the expenses. However, she only plans to subsidize Totally Tidy with $10000 from her personal savings, which is far not enough to cover all the expenses. Also, she has to make the decisions independently and bear the risks and outcomes. Additionally, a sole proprietorship tends to be more busy, so Tilly might not get the time for her personal activities that she desire. Analysis Decision Criteria To determine the best solution to the identified issues, each alternative will be assessed based on three decision criteria: time consumption, quality of service, and cost. . Time Consumption is important to examine because time is limited, and should be used efficiently to help Tilly reach her goals for Totally Tidy. Plus, she values her time on the weekends, so her time on the weekdays should be organized to rest. · Quality of service is essential to building a strong reputation and maintaining high customer retention. Having high quality of service is a building block to any successful business, especially a cleaning business that partially relies on referrals to obtain a loyal customer base. . The cost of each alternative is important factor to consider because Tilly doesn't have much financial capital to work with. Totally Tidy is simply an idea that Tilly has with little methodical planning. Therefore, she cannot afford to make many risky decisions because most of the costs will be paid using her personal savings. Alternative 1: Working with Molly Maid The first alternative involves Tilly working with Molly Maid to eventually partner with them, so she