Branding was always important to Elaine Goodwin in building an image for her dry cleaning business (Photo: Bob Davis)

Elaine Goodwin found Hong Kong the right place to clean up the competition when she started her dry cleaning business, Goodwins of London, in 1994.

Having decided it was time "to do my own thing", the former publishing executive identified a niche market.

"I always had to be neatly dressed for work, but nobody could clean my clothes to my satisfaction," Ms Goodwin said. "They came back dingy or with grubby cuffs still there - looking older, but not cleaner. I wondered what was wrong, and knew I could do better."

Her years of corporate experience as general manager of a regional business magazine came to the fore in developing a business plan. When the first Goodwins opened in Repulse Bay, it was the result of thorough market research.

"I went down to the government departments and looked at documents showing where people earning HK$40,000 (US$5,200) or more a month lived," Ms Goodwin said.

"I bought an old fashioned van, similar to London's Harrods vehicle, and put Goodwins livery on it. This was great advertising as we did our pick up and delivery service all over Hong Kong Island.

"To create an image, I carefully chose our corporate colours of gold on burgundy, and put the staff into smart uniforms. Branding was important to me from the start. I wanted people to open their wardrobe doors and see only my coat hangers there."

As each new Goodwins shop front opened, it was to serve a specific purpose. The Central premises launched in 1996 targeted an office clientele who weren't at home when the delivery drivers called. Another outlet in the valet parking area of Great food store, at Pacific Place, was convenient for shoppers and those who just want to drive in.

"We have just opened one in the Peak Galleria, near a supermarket and kindergarten, and again this is demographically matched to our target clientele."

The business also now has three vans, enabling it to broaden its reach to Kowloon and the New Territories. It employs 19 staff, and earlier this year set up a larger factory at Apleichau.

Ms Goodwin says her business success relies on three key factors: quality of the cleaning, service to customers, and a cohesive marketing strategy. She found Hong Kong an easy place to set up business, "because the laws are so user-friendly".

"It is easy to register a company here, and very easy to set up shop as the leases are not complicated and don't lock you in for years at a time. Phone calls are free, the banks are friendly, and there are plenty of financial options as Hong Kong is a place where people are looking to invest.

"The labour laws are straightforward, and the local community has a very good work ethic. This is the best city in the world for getting things done, and everything is so convenient. With the transport infrastructure I don't believe anywhere else would be as easy to get around.

"Hong Kong has a very broad spectrum from a marketing perspective, with lots of choices as to what you can sell. You can be Prada or you can be McDonald's - in Hong Kong, the market is there."

Related links:
Prada www.prada.com
McDonald www.mcdonalds.com
Harrods www.harrods.com