Notes

Marketing: With a decent amount of research having already gone into defining market segments, 2ULaundry knows the customer that they have to reach. What is significant is that they reach them in an effective way. Making sure that they are targeting the right channels through the right means is essential to success.
2ULaundry has managed to grow their Monthly Average Users (MAU) by ~51% since last year, meaning that, so far, their marketing has been relatively successful. That being said, they have also doubled their marketing budget from 2017, going from ~$52,000 to ~$108,000. So we can infer a relationship between marketing budget and MAU growth. In order to increase that number even more, and thus reach a larger target audience and generate more sales, resources must be allocated to the marketing sector.
In order to achieve the projection of a 4800% increase in MAUs, 2Ulaundry will have to make sure they’re getting the most out of each location they operate in. This means reaching, and persuading, the vast majority of the target market in each city. Collecting data (from the research and development sector) on how to most effectively reach the customer and all the varying customer segments will make sure that the marketing budget is being spent efficiently.

It is essential to make use of ad services like Facebook ads and Google ads efficiently i.e. making use of the location targeting and income targeting features to maximize reach to target audience.

2U Laundry should also look into leveraging influencers. The key is to find the right influencer. You don't have to go with influencers with millions of followers. 2ULaundry could opt for micro-influencers with tens of thousands or even a hundred thousand followers as that would be cheaper and ideal. Plus, it would help target densely populated areas in order to maximum demand and efficiency for your company.

Having analyzed the 2ULaundry website as shown in the figure above, the daily page views and time on site has been reducing along with an increase in the bounce rate. This implies that people are not spending time on other pages such as the how to video, the rewards system, and other pages which means the website is not making the impact it should.

Considering majority of the traffic is directly from Google, the number of visitors could significantly increase if a SEO (Search Engine Optimization) Specialist is hired which would consequently lead to more potential users.

2ULaundry rewards system = convoluted specifically

We believe that the Rewards System can be replaced with a more direct reward system,
Those who refer others would be rewarded with either a free load of laundry or, an alternative reward would be to receive 50% off of every 3 referrals that sign up (thereby mitigating total cost for referrals compared to the first solution).
The financials can be worked out and although this may seem like a risky strategy since 2ULaundry will be losing money in the short run. We believe this would be an effective strategy in attracting as many people in a densely populated area as possible. We feel the direct incentive would be more effective over the points system which don’t benefit the users at first glance.
Other direct rewards could be provided for loyal and committed users such as 1 free load after every 10 loads or other similar schemes can be used which work best for 2ULaundry. This would also help improve the retention rate of customers, helping keep our MAU’s high. The users would be able to see this countdown to the next free wash clearly on the app, which is another essential development.