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1 This Market Penetration Report includes four sections: 1) Report Filters a. Group by: b. Categories: i. Franchisee - You will be able to filter by Enterprise or License. You will see CLR (Rolling 12 Months), Potential (based on Coverage), and a Market Penetration Percentage. ii. Home/Regional Office - You will be able to filter by Company, Regional Office, Support Person, Enterprise (Number required), License (Number required), County, MSA, and State. For County, MSA, and State you will see Potential Numbers only. For all others you will see CLR (Rolling 12 Months), Potential (Based on Coverage), and a Market Penetration Percentage. i. Residential Carpet Residential Carpet only based on Contractual Zip Codes (Area of Concentration and Territory). ii. Janitorial Service Line Janitorial Services based on Contractual Zip Codes (Area of Concentration and Territory). iii. DR CL Contractual Disaster Restoration Commercial Revenue with the Potential dollars for Contractual Zip Codes (Area of Concentration and Territory). iv. DR CL QRV Disaster Restoration Commercial with the Potential dollars for QRV Program Zip Codes (Primary and Secondary). v. DR PL & CL Contractual - Disaster Restoration Personal Lines Revenue (Residential Water, Fire and Pack-out) & Disaster Restoration Commercial Revenue with the Potential dollars for Contractual Zip Codes (Area of Concentration and Territory). vi. DR PL & CL QRV - Disaster Restoration Personal Lines Revenue (Residential Water, Fire and Pack-out) & Disaster Restoration Commercial Revenue with the Potential dollars for QRV Program Zip Codes (Primary and Secondary). vii. DR PL Contractual - Disaster Restoration Personal Lines Revenue (Residential Water, Fire and Pack-out) with the Potential dollars for Contractual Zip Codes (Area of Concentration and Territory). viii. DR PL QRV - Disaster Restoration Personal Lines Revenue (Residential Water, Fire and Pack-out) with the Potential dollars for QRV Program Zip Codes (Primary and Secondary). 2) Market Penetration Calculation This is the gross revenue divided by the potential (of selected zip codes) to get the Market Penetration displayed as a percentage. 3) Revenue Summary This section will show a summary of Revenue and by expanding any section using the + sign will see revenue based on a rolling (12) Months. In some cases we will calculate an annualized amount because of missing revenue months. 4) Zip Code Selection This is comprised of two sections; Area of concentration and Territory or in the case of QRV Program; Primary and Secondary. We gather all of the zip codes in a license and display each with the Potential in parenthesis next to the zip code.

2 Residential Carpet Cleaning Potential: Category size = 1.52 Billion Residential Carpet Cleaning has three inputs to determine potential by zip. First, we determine the number of households by zip. Second, we used syndicated usage data that is updated on an annual basis to determine the percentage of Households that are users of professional carpet cleaning services on an annual basis. Finally we use an average dollar amount paid for professional cleaning services as defined by Clean Fax magazine. # HH = Annual (Census data) Usage = 5.8% Annual (MRI data) Revenue Per Job = $225 (2010 CleanFax Data of LR/DR/Hall at $155 + Two Additional Room Charge at $35) (price does not include Carpet Protection) Residential Carpet Cleaning Potential Calculation # Households by Zip Code x Usage x Revenue per Job USA Potential: 116,602,268 HHs X 5.8% X $225 = $1,521,659,597

3 Janitorial Service Line Potential: Category size = billion Janitorial potential is calculated using three different inputs. To be able to get the most accurate view at the zip code level, we need to understand how many employees work, within appropriate industries, and in appropriate size companies, within that zip code. This gives us the opportunity to understand how many employees work in businesses that are historically good targets of opportunity for ServiceMaster Clean. To that end, we only looked at businesses in the categories listed below, and we concentrated on counting only those that worked in business of greater than 20 employees. By approaching our potential in this way, we ensure that we are potentially providing an accurate and conservative view of available revenue by zip code. NAICS Description 22 Utilities Manufacturing 42 Wholesale Trade Transportation and Warehousing 51 Information 52 Finance and Insurance 53 Real Estate, Rental and Leasing 54 Professional, Scientific and Technical Services 56 Administrative, Support, Waste Management and Remediation Services 61 Educational Services 62 Health Care and Social Assistance 81 Other Services (except Public Administration) 92 Public Administration The next part of our calculation was to assign a cleanable square footage to each appropriate employee in that zip code. We used government and syndicated sources to help us arrive at our assumed cleanable square footage of 200 square feet per employee. The final portion of our calculation was a blended annual rate of $1 per square foot, while this is certainly dynamic based on geography and industry, it provides a fair and equitable way for potential to be defined across all zips and industry types. Janitorial Service Line Potential Calculation Number of employees (in select industries primarily including business with over 20 employees) x 200 sq. ft. per employee x $1.00 per sq. foot.

4 Disaster Restoration Potential: Personal Lines (Residential Water, Fire, Pack-out) PL Category Size = $6.2 Billion Commercial Lines (Commercial DR) CL Category Size = $3.41 Billion Total DR Category Size = $9.61 Billion The market potential for Personal Lines and Commercial Lines Disaster Restoration work was based on two significant studies. One focused on updating the Personal DR market potential and the number of households by zip code. The other focused on sizing the Commercial DR market potential and identifying the number of commercial buildings for certain SIC Codes by zip code. The potential for Personal Lines (Residential) Disaster Restoration work is based on a significant study to understand the size of the category by household and by state. The output of this study was able to provide guidance on the average cost (per household) for Disaster Restoration cleaning (Fire & Water) and Pack-out services by State. The rates by State are as follows: State Loss per HH State Loss per HH State Loss per HH Alabama $ Kentucky $ New York $ Alaska $ Louisiana $ Ohio $ Arizona $ Maine $ Oklahoma $ Arkansas $ Maryland $ Oregon $ California $ Massachusetts $ Pennsylvania $ Colorado $ Michigan $ Rhode Island $ Connecticut $ Minnesota $ South. Dakota $ DC $ Mississippi $ South Carolina $ Delaware $ Missouri $ Tennessee $ Florida $ Montana $ Texas $ Georgia $ North Carolina $ Utah $ Hawaii $ North Dakota $ Vermont $ Idaho $ Nebraska $ Virginia $ Illinois $ Nevada $ West Virginia $ Indiana $ New Hampshire $ Washington $ Iowa $ New Jersey $ Wisconsin $ Kansas $ New Mexico $ Wyoming $ To bring this to the zip code level, we used the number of households in the zip code times the average dollar opportunity, by State, for Residential Water, Fire, and pack out.

5 The commercial property types included in Commercial DR include: SIC Code Description 53 General Merchandise Stores 56 Apparel and Accessory Stores 57 Home Furniture, Furnishings and Equipment Stores 58 Eating and Drinking Places 59 Miscellaneous Retail 70 Hotels, Rooming Houses, Camps, and Other Lodging Places 80 Health Services 82 Educational Services 91 Executive, Legislative & General Government, Except Finance 95 Administration of Environmental Quality and Housing Programs 5411 Grocery Stores 6311 Life Insurance 6331 Fire, Marine, and Casualty Insurance 6351 Surety Insurance 6399 Insurance Carriers, Nec 6411 Insurance Agents, Brokers, and Service 6512 Nonresidential Building Operators 6513 Apartment Building Operators 6531 Real Estate Agents and Managers 8322 Individual and Family Services 8331 Job Training and Related Services 8351 Child Day Care Services 8361 Residential Care 8399 Social Services, Nec 9221 Police Protection 9222 Legal Counsel and Prosecution 9224 Fire Protection 9229 Public Order and Safety, Nec To bring this to zip code level, we used the number of Commercial Buildings in select SIC codes by zip code times the average dollar opportunity for a Building. DR Potential Calculation Personal Lines Number of Households by Zip Code X Dollar by State Commercial Lines Number of Commercial Buildings, in SIC codes in above table, by Zip Code X Dollar ($621.98)

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