Conceptualizing a Business - Essay Example

Dependence on traditional dry cleaning methods is highly prevalent in 95% of both independent and national cleaners as it appears that transaction costs of transferring to alternative more environmentally friendly methods are too high. Without government intervention, in the form of legislation; the use of the chemical Perchloroethylene this situation will remain ongoing. Market players are postponing the inevitable change for as long as possible. Traditional dry cleaners offer a service that, on close scrutiny, doesn’t bear up to levels of expectation.

Clothes although clean are returned in a malodorous condition, materials damaged in the long term, and with the added ‘bonus’ that Perchloroethylene(perc) is a skin irritant for some people. Perc has been banned in some areas of the United States and is well documented as being environmentally unfriendly in the form of solvent disposal, air pollution, and being hazardous and carcinogenic to employees. The paying public has thus far been conditioned to this offering and it is our view that a positive, aggressive public awareness campaign would firmly propel us to the forefront of the market, and hence first mover advantage too.

Our proposal is to offer a considerably more ‘green’ alternative in the form of a hydrocarbon solvent, with a view that we can emulate the success that firms in the United States have had by following a strategy from an ethical standpoint. Hydrocarbon alternatives have 90% fewer emissions into the environment, with positive benefits for fabrics of all kinds. Based on this a mission statement has been developed. LIME Dry – Cleaners is an initiative taken by a few members to help the society in a small way to improve the environment.

The company is aimed to offer a ‘green’ alternative to the regular dry cleaning. This is aimed to be achieved by utilising hydrocarbon solvents, which have 90% lesser emissions into the environment, therefore being beneficial