The Mobile Car Wash New Service Business Concept.

1. The Concept
THE SIMPLE CONCEPT BEHIND MOBILE CAR WASH IS USING IDLE PARKING TIME WHILE
OWNERS LEAVE THEIR CARS TO CARRY OUT OTHER ACTIVITIES, SUCH AS SHOPPING, WORKING,
ENTERTAINING, STUDYING, ETC. TO PROVIDE FIRST CLASS ECOLOGICAL HAND CAR WASH AND
DETAILING SERVICES, WITHOUT MOVING THE CAR FROM ITS PARKING SPOT.
The result is an innovative, 100% service-oriented, convenient and safe experience for
customers.
Since the Mobile Car Wash Washing Carts are 100% autonomous, and our system would not
leave foam, water or dirt on the floor, it can be offered in any indoor or outdoor parking
facility without the need of any additional infrastructure.
The service can be offered at a wide range of places like:
 Supermarkets
 Malls
 Public and Private Companies
 Railway stations and airports
 Residential parking facilities
 Theaters and universities
 Hotels and resorts
 Beaches with private parking
 and many more…
Wherever cars are parked Mobile Car Wash will be there to keep them sparkling shine.
Washing Cart
MOBILE CAR WASH WORKS WITH A COMPACT MOBILE UNIT THAT ALLOWS US TO HAVE IN A
SMALL SPACE ALL THE NECESSARY ELEMENTS TO OFFER PREMIUM QUALITY HAND MADE CAR
WASHES AND DETAILING (EXTERIOR AND INTERIOR).
Each unit is operated by just one person and the average service time is 20 minutes; including
waxing.
The Mobile Car Wash Washing Carts are fully autonomous; it is not necessary to have them
connected to water supply or electricity outlets.
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2. They have internal deposits for clean and dirty water, with enough capacity to work one whole
day without refilling, and a rechargeable battery to power the electronic pump and the
vacuum cleaner.
Strategic Direction: Stage of Business
A start-up business designed to fill a service void which is created now days after the absence of
Mobile car wash facility in this market area
Long Range Direction
We are dedicated to establishing and maintaining the finest car wash operation in the area,
specifically known for the quality of service provided and the management's commitment to the
betterment of the community.
MARKET/MARKETING: Market Segment Sought
We are extremely fortunate our service is not limited to a specific segment or
group of the market. In fact, The Mobile car wash sole limiting factor is the small
segment of its specific market which is without an automobile. In our market area
alone, there are un-limited auto mobiles.
POSITIOING
We will position ourselves as quality service providers and our positioning
statement is: ‘Experience the quality car wash at your door step’
Benefits of Service to the Market Segment
We will provide the only full service facility within our market area. Additionally,
our minimum use of water will provide an environmentally safe means for our
customers to clean their automobiles. This differs from residential car washing,
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3. where untreated wash water fills storm drains and ultimately empties into our
waterways.
Advertising and Pricing Policies
Our Basic, full-service wash will cost Rs: 350. It will entail a full exterior vehicle wash, as well as
an interior service to include vacuuming, window cleaning, and dashboard cleaning. Our Deluxe
Wash will cost Rs: 550 and will include all the Basic Wash services as well as an undercarriage
wash, a rust inhibitor, and a wheel brightener. The Super Wash will cost Rs: 750 and will include
all Deluxe Wash services as well as a polishing wax and a wax sealant.
We have investigated all available advertising mediums. After in-depth consultations with a
myriad of car wash operators in the area, we have decided to utilize the advantages of a variety
of mediums. Initially, we will utilize cable television and radio spots, in conjunction with
newspaper advertisements, to announce our Grand Opening. We will also use direct mail
coupons to increase consumer awareness of our existence. Additionally, we will work cross
promotions with businesses in the area as a means to tap the client base they have established.
Already, several existing businesses have expressed a desire to do so.
Sales Projections
We expect to wash 63,700 cars in the full-service operation and 29,440 cars in the self-service
operation during The Mobile car wash’s first year of business.
Management
The principal owners will be the full-time managers. Both individuals have served in the
respective firms, respectively. We have vast experience in the management of finances,
personnel, and equipment. While in our companies, we both individuals successfully completed
two years of company command, which closely parallels the running of a small business; it
requires the managing of all associated personnel, budgetary, and operational situations. In
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4. addition, one manager is currently working as the assistant manager for a local car wash. This
experience has provided invaluable insight into the operational aspects of managing and
maintaining a car wash.
Responsibilities
One manager will focus on daily operations, including employee hiring, building maintenance,
property maintenance, and equipment maintenance. The other manager will focus on
marketing, advertising, and community relations, as well as all fiscal matters, including
employee pay and benefits, taxes, payables, and receivables.
Financial
Year l Year 2 Year 3
Revenues Rs:25 mil Rs:30 mil Rs:35 mil
Net Income Rs:1 mil Rs:1.5 mil Rs:2 mil
Assets Rs:30 mil Rs:35 mil Rs:40 mil
Liabilities Rs:5 lacs Rs:7.5 lacs Rs:9 lacs
Net Worth Rs:15 mil Rs:20 mil Rs:25 mil
Capital Needed
The capital needed to underwrite this proposal will be utilized to purchase mobile vans loaded
with full car wash facilities. Additionally, the capital would be used to purchase both full-service
and self-service equipment, a water reclamation system, administrative equipment and
supplies, the chemical inventory, and to provide operating capital to maintain the operation
through its first four months.
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5. Description of Products/Services
The Mobile car wash is designed to be a complete car care facility. The operation is comprised of
two complementary systems: a full-service system for those customers who wish to allow our
service team to clean their car and a self-service facility for those who wish to take a more
active role in their car's maintenance. Both systems will be outfitted with the most
technologically advanced equipment available, thereby providing our customers with the best
service possible. The Mobile car wash's unique operational concept of combining a full-service
operation with a self-service operation provides our customers with service flexibility unmatched
by any other car wash facility within Karachi. Additionally, within our market area we have
absolutely no competition.
Unique Aspects of our Strategy
We plan to market our car wash utilizing four primary mediums: Discount coupon mailings to
selected ZIP Codes, radio and cable television spots, and cross promotions with local area
merchants which will allow us to tap into their firmly established customer bases. Additionally,
we will approach apartments, shopping malls, amusement parks, super stores and
condominium management offices, asking them to include promotional coupons in their
monthly newsletters.
Management Development
Our objective is to cultivate our managers from within the organization. This practice is essential
to ensuring that our business philosophy and management style remain consistent. Additionally,
by adhering to this objective, we possess a means in which to reward employees who
continually perform in an outstanding manner.
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6. Social Responsibility
Our objective is to become an active and solid member of the business community in Karachi.
Additionally, we believe that we should provide an employment opportunity for members of our
community.
MARKET ANALYSIS
Specific Market
Location
The location is the most important aspect in predicting a car wash's success. Ideally, a car wash
should be situated on a thoroughfare which possesses a heavy volume of traffic, often referred
to as "traffic count." The wash location should have readily accessible ingress and egress routes.
The target market's population should be at least 30,000 people. A majority of the target
market should reside in apartments, townhouses, and/or condominiums.
Trends
A recent demographic study predicts a high, increase in our target area's population over the
next 10 years. Additionally, this study predicts the number of cars registered in our target area
will also show a slow, but steady, increase over the next ten years.
Characteristics
Our target market is the most densely populated areas shopping centers, car parking areas, and
offices car parking in the city and is comprised of a diverse mixture of ethnic and economic
groups. This diverse economic and ethnic make-up supports our view that there is a strong
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7. demand in our market area for a complete car wash facility that possesses both full-service and
self-service facilities.
Buying Habits of Customers
In talking with hundreds of people in our target area over the past two months, we have
determined there is an enormous need for a Mobile car wash facility in this area. Currently,
there is not similar car wash facility within Pakistan, and our proposal has received enormous
support from both civic and government groups in our target market.
Advantage Over Competitors
Price
To arrive at our price listing for each car wash package, we carefully examined fifteen car wash
facilities in the city. We analyzed each facility's wash packages and then compared the price of
the package to its service contents to make a qualitative determination on the quality of service
provided versus the cost of the service. Unfortunately, what we discovered was that, in most
cases, the service provided did not warrant the higher price charged to the customer. The
customer was not receiving any significant increase in the service received. Therefore, we
carefully constructed our wash packages to ensure that our customers received the best possible
service for the price charged.
Performance
Our research repeatedly indicated that the wash's performance is directly proportional to the
type and make of equipment used. Therefore, in keeping with our business objective of
providing the highest quality service possible, we've decided to purchase the most
technologically advanced conveyor and self-service equipment available. This technologically
advanced equipment will provide us with a qualitative edge over all the car wash facilities
within Karachi.
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8. Advantages of Competitors Over The Mobile Car Wash
We believe there are only two temporary advantages a competitor could have over The Mobile
car wash.
Customer base We will need time to firmly establish a sturdy customer base.
Business experience We lack daily experience in the industry, which our competitors have
garnered over time. However, we believe our work at multiple car wash facilities over the last
seven months greatly reduces this initial experience advantage.
Other Market Features
Impact of the following:
Governmental Influences
The governmental influence on our business is not extensive. It greatly reduces our fresh water
consumption, which in turn reduces our water bill. In the future, governmental efforts to purify
the area's bodies of water may result in legislation eliminating the release of soap, oil, waxes
and other contaminants into storm drains by people washing their cars at home. Obviously,
legislation of this kind would only enhance our business position.
Social/Demographic Factors
These factors are critical when selecting a car wash location and determining the type of facility
to build. Obviously, the larger the populations base in the market area, the better the chance of
the business succeeding. Industry surveys indicate that the average car wash operation shares a
population base in its target market of over 10 mil people with no competitors. We are in the
unique position of having a 55 percent market share of the target market. Research in the
industry reveals specific types of car wash facilities appeal to different social groups. Eighteen to
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9. twenty-five year olds, regardless of ethnic group, blue collar workers, and minority groups tend
to make the most use of self-service facilities. Twenty-six to sixty-five year olds, white collar
workers, and mothers with children utilize conveyor facilities. Therefore, the makeup of a target
area influences the design of the car wash facility. Our target area is a diverse mix of ethnic and
social groups. We feel it is the most advantageous to build a facility which would cater to all
groups in our target market. This is our rationale for developing an operation incorporating both
a self-service facility and a conveyor facility.
Environment
MOBILE CAR WASH OFFERS AN INNOVATIVE WASHING SYSTEM FOR VEHICLES BECAUSE IT IS
PORTABLE, AUTONOMOUS AND ALMOST WATERLESS; THEREFORE IT DOES NOT NEED ANY
INFRASTRUCTURE FOR WATER DRAINAGE AND DRASTICALLY REDUCES THE WATER
CONSUMPTION PER SERVICE (LESS THAN 2 LITERS COMPARED TO 90/180 OF OTHER CAR WASH
SYSTEMS).
Moreover, Mobile Car Wash works with a 100% environmentally friendly product line. That is
why our concept is the best choice to actively contribute to preserve the environment and save
millions of liters of water.
Seasonal Fluctuations
Seasonal fluctuations, as defined by changes in the weather, directly impact a car wash's
business volume. Contrary to logic, the winter months are the peak months for full-service
volume, while the self-service volume remains constant throughout the year, with a slight
decrease occurring in the November to February time frame. It is not uncommon for a car wash
to generate enough sales volume from November through February to underwrite its expenses
and debt load throughout the remainder of the year.
MARKETING
Marketing Philosophy
Our marketing philosophy is to present our company as an independent, service oriented small
business, which is genuinely concerned with providing high-quality service at a reasonable price.
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10. Company Strengths
One obvious strength of our company is market share. Since no competition exists in our target
market, we will possess a 55 percent market share the day we open for business. Strength is the
management team. Both owners possess vast experience in budgetary, equipment, events, and
personnel management. Finally, the superior quality of our equipment, in terms of efficiency and
effectiveness, allows us to provide a superior quality service to our customer at a cost below
that of the regional average.
Overall Marketing Strategy
Our marketing strategy is two-fold. First, we must develop a loyal customer base on which to
build our business. Second, we must cultivate and expand this customer base to ensure a long
lasting and solid relationship with our repeat customers and continued vitality of the business
with the addition of new customers.
Image We Want to Portray
The entire foundation of our business rests on our pledge to provide quality service at a
reasonable price. We will portray our business in such a manner. Additionally, we are genuinely
interested in the positive development and quality of our market area's business community.
Pricing Strategy
List Prices
After careful analysis of this region's car wash operator's pricing practices, we crafted a pricing
strategy that we believe more closely aligns service with price. Our system incorporates a three
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11. tier pricing scheme. In accordance with our pricing strategy, our Basic Wash will cost Rs:350, our
Advanced Wash will costRs:550, and our Deluxe Wash package will costRs:750.
Discount Prices
As part of our marketing strategy, we will at various times offer discounts on selected wash
packages. Discounts will vary from a Rs:100 to Rs:200 reduction of the standard price.
Competitors' Prices
Although we do not have any competitors in our target market to use as a guide
for establishing our pricing system, we did evaluate several pricing schemes to
assist us in developing one appropriate for The Mobile Car Wash.
Advertising/Promotion
During two months of research and hundreds of conversations with owners of regional car wash
operations, two points became very apparent. First, older, established car washes do little to no
advertising. Second, new, upstart car washes advertise extensively in an attempt to establish
themselves in the community. We found no middle ground in the industry with respect to
advertising, and most car wash owners who do advertise believe their best results have come
from utilizing direct ZIP Code mailings, local cable TV spots, and cross-promotions done in
conjunction with other local businesses.
We plan on advertising our Grand Opening in all advertising mediums, including radio,
television, news print, and direct ZIP Code mailings. During our first year of business, we will be
actively involved in developing customer awareness of our business through extensive use of the
radio, television, promotional giveaways, and direct mailings. We plan to dedicate 7 percent of
our monthly gross revenues to advertising and promotions. At the end of each quarter, we will
assess the effectiveness of our advertising campaign and make any adjustments necessary to
provide us with the most positive community exposure.
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12. To build a solid repeat customer base, we will offer bonus services. On a customer's first visit we
will provide them with a book to keep track of visits. On a customer's ninth visit to the car wash,
he or she will receive a free basic wash. To build return customer traffic, we will also randomly
hang scented discount wash coupons on each customer's rearview mirror which are redeemable
on the customer's next visit to the car wash. Additionally, as a means to assess adherence to our
primary goal of providing exceptional service, we will provide each customer with a postage
paid comment card.
MISCELLANEOUS ISSUES
The Mobile car wash's employees will be given the opportunity to participate in a health
insurance program.
SUMMARY OF UNIQUE FEATURES AND BENEFITS
An extremely important feature of our business is its mobile. Because of being mobile, the
chances of succeeding are drastically increased Our operation will incorporate the newest and
most technologically advanced wash equipment in the industry. This will enable us to provide
our customers with the best possible service at the best possible price. It will also allow us to
ensure that the environmental concerns of the community are respected and acted upon.
Additionally, we believe the strongest point in our business is our management team. Both
owners possess vast knowledge, gained from operational, budgetary, and personnel experience,
from which to direct the business and provide for outstanding customer service.
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