CASE STUDY: Jackson Square The owner, CEO and board members of Jackson Square Laundromat ("JSL"), a developing construction project in Jamaica Plain (a close suburb of Boston, MA), envisioned a unique paradigm. They saw a new, superior facility that would be clean, modern, conveniently located and highly attractive to local customers.
Their vision was modeled somewhat after the new-age era of up-and-coming laundromats where connivence, technology and the components of an "internet cafe" worked seamlessly together. They believed a new super-store platform, combined with modern appliances, sophisticated marketing and skilled management would yield massive profit margins.
brief: Typical laundromat facilities in the area were designed to host 60-80 washers and dryers and offer a full range of laundry services, including dry cleaning drop-off, wash-and-fold drop-off and detergent sales. They were originally created to be the most convenient and comfortable laundry facilities in the industry.
However, recent studies showed that larger capacity washing machines, despite the incremental cost, generated substantially more cash flow per square foot than the smaller machines typically found in existing laundromats. As well, adding amenities such as high-speed internet services, entertainment options, modern luxuries (lounging) and advanced security would prove to be extremely popular.
These innovations offered numerous advantages, including customer convenience, reduced theft, reduced repair and maintenance, variable pricing capabilities and increased cash flow.
approach: Peter DiPersio, under contact with DiPersioDesign, was hired to develop, design, implement and roll-out the entire marketing and branding campaign for Jackson Square Laundromat's "launch/test" facility in Jamaica Plain, MA.
Acting as a silent partner and Chief Marketing & Business Development Officer, Peter designed and executed a branding strategy that included logos (identities); branding and messaging; on- and off-line (printed) advertisements; stationery collateral for all internal and external communications; in-store signage and displays; a full UX/UI mobile-responsive website design; and a host of print collateral materials marketed for the general public.
results: DiPersioDesign and the founders devoted to the business model and made nominal cash contributions to get the company profitable in record time. They sought primary seed capital from private investors and prepared a comprehensive business plan, complete with detailed financial projections.
Ultimately, they were able to leverage their business contacts and relationships effectively and raised more than enough capital from private investors to begin to scale (grow and expand) and prepare to sell. They recognized that the rapid roll-out of new stores would require continued infusions of equity and debt capital during the early stages. The founders also (accurately) projected that new stores would begin to generate enough cash flow to supplement future expansion, with sales and profits margins in the millions.