Marketing Map Example

Customer Journey Map

1. Awareness

• Touchpoints: Google search, Facebook ads, local flyers, word of mouth
• Customer Actions: Notices clutter or upcoming move; searches for “house clearance near me”
• Emotions: Overwhelmed, stressed, hopeful
• Opportunities: SEO, strong Google My Business presence, social proof (reviews/testimonials)

2. Consideration

• Touchpoints: Website, online reviews, social media pages, phone/email inquiry
• Customer Actions: Compares prices, checks availability, reads reviews, contacts for quote
• Emotions: Cautious, curious, budget-conscious
• Opportunities: Clear pricing, detailed service descriptions, case studies or before/after photos

3. Decision

• Touchpoints: Booking system, customer service interaction
• Customer Actions: Books service, asks questions about items/disposal
• Emotions: Reassured, decisive
• Opportunities: Smooth booking process, reassurance through customer service, follow-up confirmation

4. Service Delivery

• Touchpoints: In-person interaction with clearance team, job execution
• Customer Actions: Lets team in, observes work, gives final approval
• Emotions: Relieved, satisfied
• Opportunities: Professionalism, punctuality, respectful handling of items

5. Post-Service

• Touchpoints: Email follow-up, feedback request, online review
• Customer Actions: Leaves review, refers others, may book again
• Emotions: Gratitude, loyalty
• Opportunities: Request reviews, referral incentives, thank-you email

📊 Competitive Analysis

Key Competitors

1. National Clearance Chains
   • Strengths: Established brand, nationwide coverage, strong online presence.
   • Weaknesses: Higher prices, less flexibility, impersonal service.
2. Local Independent Clearouts
   • Strengths: Personalized service, flexible pricing, strong community trust.
   • Weaknesses: Smaller capacity, less marketing power, limited geographic reach.
3. Waste Management Companies
   • Strengths: Licensed for disposal/recycling, reliable logistics.
   • Weaknesses: Primarily focused on waste, less customer engagement, minimal home-friendly handling.

Comparative Matrix

Market Positioning Opportunities

• Mid-tier positioning: Offer better service than national chains but more capacity and structure than individual independents.
• Eco-friendly branding: Emphasise recycling, donations, and responsible disposal—appeals to environmentally conscious clients.
• Transparent pricing: Fixed packages or clear per-size pricing to reduce uncertainty.
• Community-focused trust: Showcase testimonials, local partnerships (e.g. with charity shops, care homes), and referrals.

📄 Market Requirements Document (MRD)

1. Market Problem

Homeowners, renters, and caregivers often face stressful, time-sensitive, and emotionally difficult situations that require full or partial house clearance. Existing services are often either too expensive, impersonal, or unreliable.

2. Target Market

• Primary: Adults aged 35–65 dealing with home transitions (moving, downsizing, bereavement).
• Secondary: Estate agents, landlords, social workers, and property managers.

3. Market Opportunity

• Aging population leading to increased need for estate clearance.
• Rise in rental turnover and housing market activity.
• Growing environmental awareness pushing for ethical waste disposal.

4. Product Description

A local house clearance service offering:

• Full or partial property clear-outs
• Responsible disposal and recycling
• Donations to charities when possible
• Clear pricing and professional, discreet service

5. Competitive Landscape

• Strengths to Leverage: Local trust, flexibility, eco-responsibility
• Weaknesses to Avoid: Lack of clarity in pricing, limited digital presence

6. Key Customer Needs

• Fast, reliable service
• Transparent pricing
• Respectful handling of personal belongings
• Environmentally responsible disposal

7. Success Factors

• SEO-optimized, mobile-friendly website
• Prompt customer service
• Solid reputation and reviews
• Referral incentives and community outreach

📍 Visual Roadmap: House Clearance Service (MRD)

Phase 1: Launch Preparation (Month 1)

• ✅ Define core services and pricing tiers
• ✅ Create brand identity (logo, name, color palette)
• ✅ Develop SEO-friendly website and booking system

Phase 2: Market Entry (Month 2–3)

• 📢 Launch digital marketing (Google Ads, Facebook local ads)
• 🌱 Initiate partnerships with local charities and estate agents
• ⭐ Set up Google My Business and gather initial testimonials

Phase 3: Service Optimization (Month 4–5)

• 🛠 Refine customer support and on-site team processes
• 📋 Add online quote request and appointment booking
• 📣 Launch referral program

Phase 4: Growth & Expansion (Month 6+)

• 🏙 Expand to nearby towns or cities
• 🔄 Automate review requests and customer follow-ups
• ♻️ Promote sustainability initiatives and charity donations

📈 Success Metrics Definition

1. Customer Acquisition

• 🔢 Monthly New Leads: Target 100+ inquiries/month via website and ads
• 💬 Lead Conversion Rate: Aim for 30–40% conversion from inquiry to booking

2. Customer Satisfaction

• 🌟 Average Review Rating: Maintain 4.5 stars or higher across Google and Facebook
• 📊 Net Promoter Score (NPS): Target NPS of 70+ (indicating strong referral likelihood)

3. Operational Efficiency

• ⏱ Job Completion Time: Complete standard clearances within 48 hours of booking
• 📦 Recycling/Donation Rate: Divert at least 60% of items from landfill

4. Financial Metrics

• 💷 Average Job Value: Target £300–£500 per booking
• 📈 Monthly Revenue Growth: 10–15% month-over-month in the first 6 months

5. Digital Presence

• 🧭 Website Traffic: Minimum 1,500 unique visitors/month by month 3
• 💬 Engagement Rate: 5–10% CTR on digital ads and social media campaigns

📄 User Requirements Document (URD)

1. Overview

This document outlines the specific needs and expectations of users (customers) of the house clearance service, based on user behavior, feedback, and observed market patterns.

2. User Roles

• Primary User: Homeowner or tenant requesting clearance
• Secondary User: Family member, estate agent, or landlord coordinating service

3. Functional Requirements

• 📝 Online Quote Request: Users must be able to submit property details and receive an estimate.
• 📅 Booking System: Users must schedule a clearance date and receive confirmation.
• 📷 Photo Upload: Option to upload photos of rooms/items for faster quoting.
• 📦 Item Handling Options: Users must specify preferences (keep, donate, dispose).
• 📧 Communication: Receive email/SMS confirmations and service updates.

4. Non-Functional Requirements

• ⚡ Speed: Website should load in under 3 seconds on desktop and mobile.
• 🔒 Security: All user data must be encrypted and GDPR-compliant.
• 📱 Responsiveness: Fully functional across smartphones, tablets, and desktops.
• 🕒 Availability: Service available 6 days/week with next-day clearance options.

5. Usability Requirements

• 💡 Clarity: Easy-to-understand service descriptions and pricing.
• 🖼 Visual Aids: Use of images, icons, and before/after photos to simplify understanding.
• 🗣 Accessibility: Website content must be legible and usable for seniors and visually impaired users.

📘 Product Requirements Document (PRD)

1. Product Overview

A professional house clearance service offering transparent pricing, efficient clear-outs, and responsible disposal, designed for homeowners, landlords, and estate managers.

2. Objectives

• Simplify and speed up the clearance booking process
• Offer flexible, eco-conscious, and respectful service
• Build a trustworthy brand in the local market

3. Features & Requirements

A. Core Features

• 📋 Quote Request Form: Collect address, item types, and photos
• 📆 Online Booking Calendar: Choose preferred date/time
• 📸 Upload Photos: Attach pictures for accurate quotes
• 🔧 Service Customization: Let users choose between full, partial, or item-specific clearance

B. Customer Interface

• ✅ Mobile-responsive website
• ✅ Simple service explanation with visual guides
• ✅ Live chat or chatbot for quick inquiries
• ✅ Secure payment integration

C. Admin Interface

• 🧑‍💻 Dashboard to manage bookings and quote requests
• 📨 Automated quote and follow-up emails
• 🗃 Job history and customer database

D. Performance

• 🌐 Website uptime 99.9%
• 🧹 Clearance team completes jobs within 24–48 hours post-booking

E. Security & Compliance

• 🔐 GDPR-compliant data storage
• 📊 Secure customer payment processing (Stripe or similar)
• ♻️ Compliance with local waste disposal and donation laws

4. Assumptions & Dependencies

• Users will have basic internet access and use modern browsers
• Local partners (e.g., charity shops) are available for donations
• Staff availability will scale with service demand

📑 Requirements Management Plan

1. Purpose

To ensure all user, market, and product requirements are documented, tracked, prioritized, and updated efficiently throughout the lifecycle of the house clearance service.

2. Requirement Categories

• ✅ Business Requirements: Goals and outcomes for the service (e.g. customer acquisition, revenue)
• 👤 User Requirements: Needs and expectations of the customers (from URD)
• 🛠 System Requirements: Technical specs and performance goals (from PRD)
• 📈 Regulatory Requirements: GDPR, local disposal regulations

3. Prioritization Method

• MoSCoW (Must-have, Should-have, Could-have, Won’t-have for now)
• Regular review every 2 weeks to adjust based on feedback and performance

4. Traceability Matrix

• Each requirement is linked to its source (URD, MRD, stakeholder input)
• Monitored via a simple spreadsheet or tool like Trello, Notion, or Jira

5. Change Management

• Requests reviewed weekly by the service owner
• Urgent issues (e.g. customer feedback on booking problems) addressed within 48 hours

6. Communication Plan

• Weekly internal check-ins for requirement status
• Monthly reporting on fulfilled, pending, or modified requirements

🛠️ Product Development Roadmap (PRD Focus)

Phase 1: MVP Build (Weeks 1–4)

• ✔ Develop quote request form with photo upload
• ✔ Build booking calendar and schedule integration
• ✔ Design clean, mobile-responsive user interface
• ✔ Enable basic admin dashboard to manage bookings

Phase 2: Core Functionality (Weeks 5–8)

• 🔐 Integrate secure payment system (e.g. Stripe)
• ✉ Set up automated quote, booking, and follow-up emails
• 💬 Add chatbot/live chat for instant support

Phase 3: Advanced Features (Weeks 9–12)

• 📊 Analytics dashboard (traffic, bookings, conversion)
• ♻ Add donation routing system (tag items for charity)
• 📷 Include image gallery of past jobs (before/after)

Phase 4: Refinement & Expansion (Weeks 13–16)

• 🧪 Usability testing and UX improvements
• 📲 Launch customer feedback & review collection system
• 🗂 Scale admin panel for multi-city service support

⚖️ Compliance & Risk Audit

1. Legal Compliance

• ✅ Waste Disposal Licensing: Ensure registration with local environmental authority (e.g., UK’s Environment Agency) as a licensed waste carrier.
• ✅ Insurance: Maintain public liability and employee insurance to cover damage, injury, or disputes.
• ✅ GDPR Compliance: Implement privacy policy, encrypted storage, and clear opt-ins for communications.

2. Environmental Compliance

• ♻ Recycling Targets: Document and monitor percentage of items recycled or donated (target: 60%+).
• 📦 Donation Tracking: Record volume and type of items given to charity (receipts, donation logs).

3. Operational Risks

4. Cybersecurity Risks

• 🔐 Encrypted form submissions and payment handling (e.g., via Stripe or PayPal)
• 🔒 Regular backups and firewall protection on website
• 🔄 Review access logs and maintain admin credential hygiene

5. Reputational Risks

• 🚫 Avoiding poor reviews: Quality control checks, prompt follow-ups, and a 100% satisfaction guarantee
• 📣 Encouraging feedback: Transparent response to complaints and public resolution efforts

🛠️ Support & SLA Plan

1. Customer Support Channels

• 📞 Phone Support: Available Mon–Sat, 8 AM–6 PM
• 💬 Live Chat: Website chatbot with human handoff during business hours
• 📧 Email Support: Responses within 24 hours
• 📱 WhatsApp Booking Line: For fast quotes and photo submissions

2. Service Response Times

3. On-Site SLA

• 🚛 Arrival Window: Crews arrive within 1-hour window of booked time
• ⏱ Job Duration: Clearances completed same-day unless otherwise stated
• 📷 Completion Confirmation: Before/after photos sent to customer upon request

4. Customer Care Policies

• 💵 Satisfaction Guarantee: Free return visit if service not completed as agreed
• 📝 Terms of Service: Clear cancellation, refund, and rescheduling policies
• 🎁 Loyalty Offers: Discount for repeat customers and referrals

5. Internal KPIs for Support

• 📈 First Response Rate: 90% of customer queries responded to within 12 hours
• 🌟 Customer Satisfaction (CSAT): Minimum average rating of 4.5/5
• 📊 Resolution Efficiency: 95% of support cases resolved within 48 hours