2. About Matecumbe Machinery
M A T E C U M B E M A C H I N E R Y
Key
Largo
Islamorada
Marathon
The Lower KeysKey
West
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Matecumbe Machinery was incorporated in 2016 by Nathan Gasser, a Florida
Keys Native with a passion for hardscape and landscape design. After growing
up in the Florida Keys watching his Dad run a successful bulldozing company,
Nathan grew an interest in machine and landscape work. With several years of
experience, Nathan has developed many relationships and a wealth of
knowledge about the industry. Matecumbe Machinery is continuing to
beautify the Florida Keys one residential and commercial site at a time.
3. Our Mission
Our mission is to offer high-quality, competitively priced
residential and commercial landscape and hardscape
designs, installations, and services that enhance outdoor
living spaces.
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M A T E C U M B E M A C H I N E R Y
Our Vision
At Matecumbe Machinery, our vision is to grow and expand
our services throughout the Upper Florida Keys by being
locally recognized for our competitive pricing, quality,
attention to detail, and timely provision of professional
landscape, hardscape, and related machinery services.
4. At Matecumbe Machinery, we pride ourselves on going
above and beyond for each of our customers. We’re a
locally owned family business with these family values at
heart:
Be Professional -- We pursue building genuine relationships and value each
connection we make. From answering a phone call to working in your yard, our
team prides itself on being professional and working hard to win the trust of our
clients so we can continue to be their first choice.
01
Be Resourceful -- We aim to include ingenious, inventive, and imaginative ideas
into every project to find a way to achieve our client’s goals within their price range.
We think creatively to generate ideas and to identify alternatives to achieve the
desired outcome because we are committed to our results.
02
Deliver Exceptional Results -- We strive to deliver outstanding quality in all
phases of a project; Quality in our relationships, work ethic, materials, plants, and
services.
03
Our Values
M A T E C U M B E M A C H I N E R Y
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5. Brand Strategy Objectives
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M A T E C U M B E M A C H I N E R Y
Drive Brand Awareness – Increase Brand Awareness by
60% in the Target Markets
01
Drive Customer Acquisition – Increase New Customer
Acquisition by 25%
02
Drive Customer Retention – Increase Customer Retention
50%
03
6. Market Category
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M A T E C U M B E M A C H I N E R Y
Agricultural Services
Landscaping & Hardscaping
• Lawn Maintenance
ü Landscaping Installation & Removal
ü Beach Cleanup
ü General Machinery
ü Waste Management
ü Preconstruction Preparation
Matecumbe Machinery focuses on
general landscaping and hardscaping services:
• Tree installation & removal
• Beach cleanup
• Bobcat work
• Prep for paving companies (pre-construction)
Matecumbe Machinery is exploiting new
market trends:
• Artificial turf installation
• Dump trailer rentals (waste management)
7. S
O
W
T
SWOT Analysis
M A T E C U M B E M A C H I N E R Y
ü Lack of digital marketing channels
ü Logo/Brand name is not stamped on equipment when
rendering services
ü Maintaining competitive pricing
ü Total of two employees including owner
ü Forced to outsource for larger scale landscaping jobs
ü Faulty quote and billing system
WEAKNESSES
OPPORTUNITIES
ü Competitors in the market do not have sophisticated digital
marketing strategies
ü Potential customers use Facebook and Instagram, representing
new opportunities to find customers
ü Few competitors have equipment to access hard to reach job
sites
ü Homeowners and contractors appreciate more flexible and less
intrusive dumping solutions
THREATS
ü New competitors in the target market
ü Existing competitors (3 out of 5) have more years of
experience
ü New pricing from competitors
ü Competitors selling short loads of rock/mulch to gain profit
STRENGTHS
ü Strong connections with customers (small town)
ü Brand awareness through positive word of mouth
ü Flexibility in providing services
ü Access to key contacts such as sub-contractors
ü Detail-oriented
ü Efficient mangement team
ü Family business legacy
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8. Target Audience
Territory includes Upper to Middle
Florida Keys, beginning with Key
Largo and stretching to Marathon.
Residential:
• Mix of locals and second-home owners
• Average homeowners
• Affluent and ultra-rich homeowners with
estates
• Clients include both male and female
homeowners
Commercial:
• Restaurants and hotels
• Subcontracting for construction
• Driveway prep for paving companies
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M A T E C U M B E M A C H I N E R Y
G DGeographic Demographic
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M A T E C U M B E M A C H I N E R Y
• Homeowners rebuilding their properties
in wake of recent hurricanes
• Homeowners and/or contractors needing
more efficient and less aesthetically
intrusive dumping solutions
• Luxury property owners looking for high
quality work who are willing to retain the
right landscapers
• Business owners that need to maintain an
attractive storefront to attract foot traffic and
stay competitive or hotels looking to improve
comfort and lower energy costs through
strategic positioning of landscaping
• Wealthy homeowners who live in or own a
second-home (vacation house) in a specific
neighborhood where attractive landscaping is
expected
• A hard-working homeowner with a family
who values well-maintained outdoor areas
and may not have the time do it themselves
or may not have the proper equipment.
B P
Behavioral Psychographic
Target Audience
10. Customer Personas
Age: 25-60
Assessed Property Value: $200,000 - $900,000
Location: Tavernier/Key Largo
Household Annual Income: $65,000-$150,000
Needs: Well-kept home, clean up entry
Age: 52-72
Assessed Property Value: $900,000 & above
Location: Islamorada/Lower Matecumbe
Household Annual Income: $200,000 & above
Needs: Keep a "status", host events
Type of business: Restaurants or hotels
Location: Lower Matecumbe to Key Largo
Needs: Attract customers, appeal to tourists
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M A T E C U M B E M A C H I N E R Y
HARDWORKING HOMEOWNER LAID-BACK LUXURY HOMEOWNER BUSY BUSINESSOWNER
11. For Florida Keys homeowners and businessowners,
Matecumbe Machinery is the landscaping company
that offers both simple and intricate landscaping
designs for small homes, luxury homes, and business
properties because of Nathan’s proven experience
and reputation, quality of work, and innovative
landscaping solutions in the Florida Keys.
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M A T E C U M B E M A C H I N E R Y
Positioning
Statement
12. Brand Mantra
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M A T E C U M B E M A C H I N E R Y
Honest.
Resourceful.
Landscaping
Solutions.
13. Brand Vision
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M A T E C U M B E M A C H I N E R Y
Physique
- Bobcat and other equipment
- Quality landscaping designs
- Keys native owner and operator
Personality
- Family-oriented
- Friendly and neighborly
- Honest and hardworking
Relationship
- Friendly Keys native delivering
quality landscaping services you
can trust
Culture
- Helping neighbors live their Florida Keys
dreams with a spirit of collaboration,
innovation, and dedication.
Self-Image
- Easygoing and outdoorsy Keys residents
who love their island life and enjoy
spending time outside
Reflection
- Honest and hardworking residents
living the Keys lifestyle
The Landscaping Solution
for Your
Florida Keys Dreams.
14. Symbols:
Brand Elements
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M A T E C U M B E M A C H I N E R Y
Primary Logo:
OLD LOGO
SUGGESTED NEW LOGO
to demonstrate both the landscaping and
hardscaping elements of the company.
SECONDARY LOGOS
for smaller promotional
materials
15. Color Palette
Brand Elements
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M A T E C U M B E M A C H I N E R Y
• #222160 • #82CEC9• #6d6a6a • #DCDCDA • #ffc40c• #4C4C4E
Fonts Blue Highway D Type
Headline Bold
Aa Aa Blue Highway D Type
Subheadline Semibold
Blue Highway D Type
Content Regular
Typography Style
Twilight Blue Sunrise
Yellow
Seafoam GreenDriveway Gray Pea Rock Gray Seashell White
16. Brand Elements - Packaging
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M A T E C U M B E M A C H I N E R Y
01 Yard Signs for Current &
Completed Job Sites
02 Truck/Equipment Wraps
03 Company T-Shirts for
Employees & Customers
17. Brand Elements - Packaging
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M A T E C U M B E M A C H I N E R Y
04 Stationary for quotes,
billing & thank you letters
05 Commercial signs &
Billboards
06 Business Cards
18. Matecumbe Machinery
Brand Protection Plan
Trademark: Matecumbe Machinery should trademark the
company name and logo in the United States to legally protect
the brand.
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Google Alerts: Matecumbe Machinery should register for
Google Alerts to monitor the brand's website mentions and
internet searches. By doing so, it will notify the company of
copyright infringement and web presence.
Employee Handbook: Matecumbe Machinery should create an
employee handbook to clearly outline guidelines, procedures,
and benefits.
Protect Web Content: Matecumbe Machinery should create an
account with the DMCA and display the badge on their website
to protect their web content.
M A T E C U M B E M A C H I N E R Y
19. Dump Trailer Rentals
Unique solutions that bring
value and flexibility to a job site
General Machinery
Specialized equipment and
skilled operators provide
innovative solutions for
landscaping needs
Beach Clean Up
Neat and timely work that
delivers great value and results
Artificial Turf Installation
Work that customers can count on
with solutions only a neighbor
and Keys native would know to
execute
Product Strategy
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M A T E C U M B E M A C H I N E R Y
Powerful landscaping solutions that meet the needs of Florida Keys residents with
family-oriented service you can count on every time.
20. Product Strategy
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M A T E C U M B E M A C H I N E R Y
Product Strategy Matrix
After-Marketing Product Reinforcement
Referral
Program
Customer
Satisfaction
Survey
Collateral
Quality
Work
Timely
Work
Innovative
Work
Target Product Perception
Potential
Products
Augmented
Product
Core Product
Basic Product
Expected
Product
Extended
Landscaping Care
such as Irrigation &
Lawn Maintenance
Various Kinds of
Machinery Work for
Different Landscaping
Needs
Quality Landscaping
Solutions
Landscaping
Home Improvement
21. Price Strategy
Value Pricing
Matecumbe Machinery utilizes a value pricing strategy that falls in line with the local industry standard.
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M A T E C U M B E M A C H I N E R Y
Show Up Pricing
• $300 for the first hour of work
required to begin job
• Includes two machines with
operators
Residential Hourly Pricing
• $150 per hour per machine
(includes operator)
Contractor Hourly Pricing
• $130 per hour per machine
(includes operator)
22. Distribution Strategy
M A T E C U M B E M A C H I N E R Y
Maintain an area of coverage that is accessible to the
team in a timely manner.
Ensure all needed materials/supplies are brought on the
day they are needed – overprepare rather than
underprepare amount of supplies
Perform services in the time required to do them well –
customer pays for productive hours only
Efficiency
Readiness
Regionality
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Opportunities
Facebook and NextDoor referrals paired with our
proposed referral program will result in generating
more jobs and in turn new customers will post on these
social platforms referring us to more potential
customers.
23. Marketing Program Budget
• 2020 Budget will represent first year with a dedicated budget for
Marketing strategies.
• 2020 budget is $2,000, representing 2% of Total Revenue.
• Budget projection for the next 4 years: 10% of YOY incremental
revenue added to previous year's budget
• Budget projection accounts for 5% YOY increase in revenue
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M A T E C U M B E M A C H I N E R Y
Budget Allocation by Channel:
• Google Search: 35%
• Facebook: 30%
• Instagram: 20%
• Google Display: 15%
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MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
NextDoor
o Engage with potential customers
who are looking for landscapers
o Post content of recently completed
jobs
Google
o Search Engine Optimization
Instagram
o Live posts about landscaping jobs
o Implement content marketing by
posting landscaping tips
#GettingDirtyWithNate
Facebook
o Post family-friendly landscaping
content
o One-on-one relationships with
customers
o Reply to customer experiences &
feedback
Google
o Google Display Ads
o Google Search Ads
Instagram
o Instagram Ads (Sponsored, Story,
Video, IGTV)
Facebook
o Facebook Ads (Lead Generation,
Post Engagement)
Organic + Paid
26. DAILY LANDSCAPING INSPO
WITH MATECUMBE MACHINERY
MATECUMBE
MACHINERY'S New Posts!
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Communications Campaign
M A T E C U M B E M A C H I N E R Y
Organic Content
Marketing Strategy
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M A T E C U M B E M A C H I N E R Y
Consumer report
Brand Dashboard
30. Brand Management Organization
As an independently owned and operated local
startup company, Matecumbe Machinery
owner, Nathan Gasser, controls and manages all
responsibilities and operations associated with
the company. Matecumbe Machinery
outsources some operational responsibilities as
needed.
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M A T E C U M B E M A C H I N E R Y
Brand Development
Activities
Brand Equity
Measurement
Brand Strategy Brand Protection
Marketing
Branding
Advertising
Pricing of Competition
Sources
Outcomes
Branding/Price
Customer Service
Generating Business
Legalities
Matecumbe Machinery is a small local company
with only two full-time employees. Matecumbe
Machinery outsources work or hires
independent contractors on an as-needed basis.
Matecumbe Machinery
Nathan Gasser
