Graffiti Removal Service: Graffiti, USA (Market Analysis)
Market Analysis
Marketing Concept
Since 1991, Las Vegas has been the fastest growing city in America and the second most popular tourist destination in the U.S., next to Disney World. Construction, tourism, conventions, and population growth in Las Vegas breed some of the most successful companies in America. Companies that bring sound ideas and new or better technology to this market experience minimum competition and high rewards.
Boulder City has also been expanding consistently since 1991, but not at the same rate as Las Vegas. Yet, the market here is untapped. Residential areas, schools and businesses all would benefit from our successful removal systems.
Users of cleaning and pressure washer services in Las Vegas and Boulder City are looking for quality and productivity improvements. The complete lack of development of the pressure washer and steam cleaning industry leaves the door wide open for new and better methods. Graffiti removal is another field that has suffered because of primitive methods and lack of dedicated services in both areas.
Our marketing concept is threefold: show how and why the baking soda blasting technology out cleans pressure washers and scrubbers, explain and sell the concept of a superficial wall coating for easy graffiti removal, and show how and why waterproofing and coating walls adds life and improves their overall appearance.
The National Market
The overall market for abrasive cleaning is projected to skyrocket by the year 2000. The area of greatest sustained growth in the soda blasting market is in the service of stripping and removing paint and surface coatings from various applications. This could be from automobiles, construction equipment, flooring, roads, structures, or other surfaces. Additionally, removal of fats, oils, and greases (FOG) in food serving and processing and certain construction applications will account for roughly 20-50% of the market.
The major national market segments are:
- Industrial manufacturing plants
- Industrial/commercial/residential properties
- Industrial/commercial kitchens
- Automotive paint and body services
- Graffiti and paint removal
- Construction and demolition
The Boulder City and Las Vegas Markets
Our own local research shows that there are about 10-18 steam cleaning/pressure washing services in Boulder City & Las Vegas, some calling themselves auto detailing services. There are also approximately 4 companies owning soda blasters and providing cleaning and stripping as their primary or peripheral service. The growth potential for soda blasting/graffiti removal specialty companies is high because of greater system reliability, continuity in method, focus, technology improvement, and dedication to the industry.
Business owners, school administrators, hotel engineers, painting contractors, property managers, bar and restaurant owners, and other professionals, polled unofficially, agree that the safe and effective baking soda blasting technology is a viable alternative to their current methods and resources. The growth and existence of large public access and commercial properties in both communities mean a greater market and increased concern for aesthetics, preservation, and cleanliness of walls, floors, machinery, and other assets.
Anticipated local applications include:
| •Graffiti removal | 30% |
| •Industrial properties | 20% |
| •Commercial kitchens | 15% |
| •School and commercial properties | 15% |
| •Auto/aviation | 10% |
| •Residential | 10% |
Graffiti Removal and Abatement Segment
This segment of the market is generally based on the more effective removal of graffiti and the application of superficial coatings under contract. The vast majority of sales in this category will be handled by "patrolling" client properties weekly and subsequent abatement under long-term contracts. The minority of sales will be through direct on-call channels.
Over the past three years, graffiti removal performances have shown that there is extensive need for improvement. These "competitive" companies have primarily focused on the use of chemicals, sandblasting, power washing, and over-painting to remove the graffiti. The sales potential for a service with a guaranteed removal and abatement package, which is what Graffiti, USA will offer, is approximately 150-300 thousand dollars annually.
Industrial Properties and Kitchens
This segment is based on the efficiency and effectiveness of blasting with FDA food grade, chemical-free baking soda in industrial applications. The majority of sales in this category will be handled by controlled blasting of kitchens, frontages, and other areas of hotels/casinos, industrial properties, and processing plants. The focus of sales and marketing efforts for these services is the establishment of long-term (1 or more years) contracts. The minority of sales in this segment will be on-call services or unique applications such as large boilers, items or property for repainting, and protective/preservative coatings.
The kitchen or restaurant owner will find greater convenience in soda blasting the parking lot and kitchen areas than the messy and slow pressure washer or elbow grease methods. The baking soda blasting method in the food service environment saves time and man hours and covers more than simple hand cleaning. There is less effort spent under and over the fryer, greater cutting power on cooked-in grease, and the baking soda media carries the fats, oils, and grease away instead of moving it aside (translocation).
School and Commercial Properties
Schools and large commercial property management and development companies have set high property cleanliness standards. Their sidewalks, common areas, and walls are coated and cleaned on a regular basis by subcontractors. We hope to capitalize heavily on our ability to accomplish these cleaning and coating contracts better than their current methods and services.
Auto/Aviation
Several companies in Boulder City & Las Vegas offer auto and/or aircraft stripping, detailing, and painting. Successful companies such as Sunset, Now Auto Paint, and Neil Rawls are currently using acid treatments, hand sanding, and wet sandblasting to prepare and strip the targeted surface. The baking soda blasting method will be marketed to these and other services, providing greater removal capabilities, less taping and preparation, increased user friendliness and safety, and easier cleanup.
Overall Strategy
As part of our package, Graffiti, USA will operate on a multi-shift service rotation. We plan to have the ability to work on regular applications during the daylight hours and provide a "swing" shift to fill the off-hours. The schools, construction, casino, industrial, and other industries will benefit significantly from a flexible multi-shift service operation.
Graffiti, USA will also exploit versatility as a competitive edge and customer benefit. By offering graffiti, grime, and mineral/alkaline removal, repainting, sacrificial, waterproofing, protective coatings and sealants, and concrete/asphalt cleaning, we'll fulfill many needs of our customers under one company name.
Graffiti, USA will advertise as the first dedicated graffiti abatement service company. We'll also be a strong volunteer and sponsor in the community, bringing a much-needed service for "tagged" neighborhoods and quality publicity. Our multi-state orientation as a national franchise will also allow us a sense of corporate affiliation and strength, as well as an open line to the techniques and markets that are hot and expanding nationally.
Marketing our system will be relatively easy. Our most powerful asset is a far greater variety of functions and programs designed around customer needs. We provide a graffiti abatement system, a property cleaning program, and coatings to preserve and extend the life of brick, cement, tile, marble, etc. Graffiti, USA is Nevada's first dedicated graffiti removal specialty service company with a commitment to the community and the environment.
