Recommended
More Related Content
What's hot
What's hot (20)
Similar to Business Plan for Car Care
Similar to Business Plan for Car Care (20)
Recently uploaded
Recently uploaded (20)
Business Plan for Car Care
- 1. DRY ICE CARE BUSINESS PLAN 5/10/2018 14, Victor Amanuel Sq. support@dryicecare.com www.dryicecare.com Presented to: Dr. Ayman Shawky Group Members: Abdallah Eissa Fares Tawfik Mohamed Amr Youssef Naguib 14101514 14100885 14100626 12102310
- 2. OUTLINE 1. Business/Industry Overview 2. Market Analysis & Competition 3. Sales & Marketing Plan 4. Ownership & Management Plan 5. Operating Plan 6. Business Model
- 3. 1. BUSINESS/INDUSTRY OVERVIEW Business/Industry overview, industry overview in numbers, and key market trends.
- 4. BUSINESS/INDUSTRY OVERVIEW • The car care market is a part of the automotive aftermarket which provides after- purchase solutions. • Market segmentation based on: • Product type (pressure washers & hoses, polish wax, etc.), • vehicle type (two wheelers, passenger cars, heavy commercial vehicles, etc.), • geography. • The market for car care tools is directly linked to the market for cars. • The market for automotive car care tools is expected to expand over the forecast period.
- 5. INDUSTRY OVERVIEW IN NUMBERS • The Egyptian car industry resonates as a marker of prestige and self-sufficiency. • 15 car assembly factories • 75 supporting industries facilities • 75,000 workers • Production capacity of 300,000 cars and buses per year • Egypt is an under-penetrated market with a huge potential. • 35 out of every 1000 Egyptians owning a car • 9.4 million licensed vehicles by 2016 • Key industry drivers include consumer spending habits and new car sales.
- 6. KEY CAR CARE MARKET TRENDS • Car washes are a dynamic and ever-changing industry. • The sustainability trend has taken precedence over the last 5 years. • Increasing need and desire for environmentally friendly products. • New cars are creating new opportunities. • Aging cars are still driving sales. • Consumers value premium. • Consumer affinity for premium items is broad based. Consumers are opting for premium value.
- 7. 2. MARKET ANALYSIS & COMPETITION Full-service competitors, and competitive factors.
- 8. FULL-SERVICE QUALITY-ORIENTED COMPETITORS IN ALEXANDRIA Le Garage Bridgestone Fit & Fix German Car Care Splash Car Care Protection Team (Dal3ha Car Care)
- 9. COMPETITIVE FACTORS • Current Business Focus • Provide the highest quality service to the largest target market population. • Quality vs. Price • Best possible service for the price charged. • Performance • High quality supplies & equipment for qualitative edge.
- 10. 3. SALES & MARKETING PLAN Service offerings, pricing strategy, and advertising & promotion.
- 11. SERVICE OFFERINGS • Wide range of customized car wash related services, and complementary services. • 4 Packages of regular car care services: • Classic • Deluxe • Signature • Personalized (custom, POA) • 3 Packages of Nano-ceramic coating services: • Bronze • Silver • Gold
- 12. SOME OF THE SERVICES OFFERED • Thorough exterior hand- wash. • Interior vacuuming. • Interior steaming. • Carpets cleaning. • Tar, bugs & tree sap removal. • Exterior waxing. • Exterior polishing. • Protection films application. • Ceramic pro protection (Nano-ceramic coatings). • Interior dashboard polishing. • Engine bay detailing with dry ice. • Undercarriage & arches cleaning with dry ice. • Headlights restoration
- 13. PRICING STRATEGY • Pricing system based on industry standards. • Loyalty rewards & discount programs. • Referral programs. • Premium pricing strategy for unique services. (dry ice blasting)
- 14. ADVERTISING & PROMOTION • The strategic role of marketing is crucial to carwashes. • Three main objectives of carwash marketing: 1. Customer acquisition. 2. Customer frequency. 3. Increasing average ticket.
- 15. ADVERTISING & PROMOTION • Informal market research through surveys. • Price promotion. • Product/service campaigns. • Brand recognition. • Free wash events. • Flyers & brochures. • Billboards. • Highly personalized offers.
- 16. 4. OWNERSHIP & MANAGEMENT PLAN Ownership structure, and management team.
- 17. OWNERSHIP STRUCTURE • General partnership of 4 persons. • Costs less and requires less paperwork than a limited liability partnership. • Single partner responsible for decision making, and overseeing operations.
- 18. MANAGEMENT TEAM • Executive personnel (General Manager) • One of the four partners. • Responsible for management of the business. • 6 full-time employees • 5 operational personnel, no special skills required. • 1 assistant manager/supervisor, some skills required.
- 19. 5. OPERATING PLAN Facilities, staffing/training, supplies & equipment, and inventory management.
- 20. FACILITIES/LOCATION • Location • An extremely important factor of a car wash’s success. • Should have readily accessible ingress and egress routes. • Target market’s population at least 30,000 people.
- 21. FACILITIES/LOCATION • Proposed street location provides for easy access as well as visibility. • 30 meters away from Victor Amanoiel Square. • The proximity to the corner convenience stores provides a complementary clientele.
- 22. FACILITIES/LOCATION • Demographics • Denser local population offers larger customer base. • Proposed location neighborhood matches target market of upper B-Class and A-Class inhabitants. • Facility size • 130 square meters. • Adequate for 4 cars. • Monthly rent cost of 22,000 L.E.
- 23. FACILITIES/LOCATION • Building requirements • Installation of ceramic tiles, sewage, and lighting, with the following costs: • Ceramic tiles: 19,500 L.E. • Sewage: 7,000 L.E. • Lighting: 1,320 L.E. • Utilities • Monthly electricity: 800-1000 L.E. • Monthly water: 600-800 L.E. • No utilities setup fees.
- 24. STAFFING/TRAINING • 6 full-time employees subject to future change. • Potential recruiting of part-time operational employees. • Flexible staffing policy. • Employee handbook. • Training program will focus on • employees’ operational knowledge, • interpersonal skills.
- 25. STAFF DUTIES & RESPONSIBILITIES • Executive personnel • Operations overseeing. • Employee hiring, pay, and benefits. • Building & equipment maintenance. • Marketing. • Public relations. • Other financial responsibilities.
- 26. STAFF DUTIES & RESPONSIBILITIES • Assistant manager/Supervisor • Attracting and retaining qualified managers starts at the interview stage. • Supervisor must possess traits that would help achieve company goals. • Must know how to turn negative situations into positive experiences. • Must possess mathematical and accounting skills. • Insure daily receipts are properly accounted for, properly documented, and deposited with a financial institution. • Fiscal matters handling • Solid business acumen, motivation, and promoting teamwork. • Keeping records and tracking of inventory
- 27. STAFF DUTIES & RESPONSIBILITIES • Operational personnel • Be personable. • Smile. • Offer eye contact. • Be friendly. • Maintain appearance. • Be enthusiastic. • Be courteous and tactful. • Be observant. • Be appreciative. • Have ambition and confidence • Know the details.
- 28. EQUIPMENT & SUPPLIES • Equipment sourcing from Souq, Amazon and DIFCO2. • Souq, the famous "Amazon of the Middle East" e-commerce platform, will be an important key partner. • Amazon is an important key partner as it will provide us with quality products that will help us in our differentiation process. • Sabry Stores, The huge wholesaler for industrial supplies in Alexandria will be a crucial partner in our business.
- 29. INVENTORY MANAGEMENT • Proper management of chemical inventory crucial for cost effectiveness. • Proper storage temperature. • First-in-first-out method of stock rotation. • Procurement of accounting software to keep good records of inventory levels. • Weather tracking for accurate ordering of chemicals.
- 30. 7. BUSINESS MODEL Key partners, key activities, key resources, customer relationships, customer segments, channels,
- 32. KEY ACTIVITIES • Car wash. • Intricate detailing.
- 33. VALUE PROPOSITION • Unique dry ice blasting services, the one and only car care in Egypt offering such services. • Unrivaled cleaning methods. • Non-abrasive. • No mess. • Superior cleaning. • Health & safety. • No downtime costs.
- 34. KEY RESOURCES • Some of the key resources of our business model: • Dry ice blasters & pellets. • Polishing machine. • Pressure washer. • Steam extractor. • Styrofoam coolers. • Insulated gloves. • SONAX interior all-purpose. • Trained & qualified employees.
- 35. CUSTOMER RELATIONSHIPS • Repeated business and good impression will be generated through: • Guaranteed excellent car wash service deliveries at all times. • Tailored car wash service to meet the needs of each client. • Effective management of clientele base by using CRM software. • Ensured safety of clients belongings in the cars being serviced. • Unique after-sale services & exceptional customer support.
- 36. CUSTOMER SEGMENTS Segmentation Category Segmentation Variable Segmentation Profile Target Geographic City 27 Governorates Alexandria Demographic Age 3 to 11 12 to 17 18 to 25 26 to 35 36 to 55 56 to 70 18 to 55 Income High Medium Low High & Medium Psychographic Social Class A, B, C1, C2, D, E A, B Lifestyle Mainstreamers, Aspirers, Succeeders, Resigned, Explorers, Strugglers, Reformers Aspirers, Succeeders
- 37. CHANNELS • Business location is the main channel of communication with our customers. • Employees will be trained to handle different customers’ attitudes. • Use of social media to connect with customers.
- 38. KEY RESOURCES • Some of the key resources of our business model: • Dry ice blasters & pellets. • Polishing machine. • Pressure washer. • Steam extractor. • Styrofoam coolers. • Insulated gloves. • SONAX interior all-purpose. • Trained & qualified employees.
- 39. THANKS FOR YOUR TIME ANY QUESTIONS? Presented to: Dr. Ayman Shawky Presented to you by: Abdallah Eissa Fares Tawfik Mohamed Amr Youssef Naguib
Editor's Notes
- The market for automotive car care tools can be segmented based on product type, vehicle type, and geography. The first division includes pressure washers & hoses, polish wax, clay bars & detailing products, sponges, steam cleaners, torque wrenches, tow straps, brake bleeding kits, and others. By vehicle type, the market can be divided into the following categories: two wheelers, passenger cars, heavy commercial vehicles (HCV), and light commercial vehicles (LCV). Car care prevents unwanted accidents, improves the longevity, and enhances the aesthetic quality of cars, which in turn increases their resale value. The market for car care tools is directly linked to the market for cars. The more the number of cars produced, the higher the need to maintain them. Due to an increasing demand for passenger vehicles, there has been a surge in car production. Therefore, the market for automotive car care tools is also expected to expand over the forecast period.
- The Egyptian car industry resonates as a marker of prestige and self-sufficiency. However, it also holds more tangible benefits for the country’s economy. The industry performed strongly in 2014, and the local production sector performed even better. Passenger car sales are expected to increase by 7% in 2018, according to AMIC, and longer-term forecasts are also positive. The industry is targeting total sales of all vehicle types of 1m units by the end of this decade, half of which will be met by local production. Key industry drivers include consumer spending habits and new car sales. Through 2018, motor vehicle registrations are expected to increase 1.3% annually, resulting in increased consumer demand for after-market services such as car washes. The industry includes full and self -service car wash facilities, as well as truck and bus washes and vehicle detailing services. Interior cleaning and hand wax services are offered by 59.4% of car wash centers, followed by exterior cleaning (56.5%), shampoo floor mats (50.7%) and upholstery cleaning (46.4%) to name just a few.
- Car washes are a dynamic and ever-changing industry. Many car washes are small businesses dedicated to serving their local community by offering a unique and modern take on the car wash experience. The best car washes keep up with the latest technology to ensure their customers are satisfied. The need for environmentally friendly and waterless/no rinse products due to environmental concerns and restrictions are of increasing need and desire. Newer car owners are more likely to buy appearance products, which is leading to gains in retail sales. Consumers today are purchasing cars that are already more than 10 years old. The majority of today's older car owners plan to keep for more than 4 years. Older car owners exhibit desirable maintenance behaviors. Consumers today define value as more than just price. The quality oriented consumer is prevalent in automotive categories. Consumer affinity for premium items is broad based. Consumers are opting for premium value. Other key car care market trends include: An Extensive Wash Menu, Odor Neutralizing and Convenience, and multipurpose products.
- There are a fair number of car washes in Alexandria, in addition to service stations, but the biggest full-service competitors who are quality-oriented are those who represent direct competition to us. Le Garage The biggest player in the city provides a wide range of services from car to yacht detailing and also auto care services. Bridgestone Fit & Fix Fit & Fix offers full service hand car wash with express wax and full service" In & Out "care with vacuum, express wax. They have only 2 showrooms where they offer car wash services in Louran and Roushdy. German Car Care Sonax authorized center, one of the high-quality services providers, based in Semouha. Splash Car Care With 2 branches in Camp Shizar and Sidi Gaber, Splash provides different detailing services in addition to ceramic coatings. Protection Team (Dal3ha Car Care) Based in Kafr Abdou, Protection Team offers different detailing services, paint correction, paint protection films, and ceramic coatings.
- Current Business Focus Dry Ice Care's focus in this service-dependent business is to provide the highest quality service, to the largest percentage of the target market population as possible. This will foster a repeat customer base. Quality vs. Price To arrive at our price listing for each car wash package, we carefully examined some of the 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 and customized 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 equipment and supplies available. This technologically advanced equipment and high quality supplies will provide us with a qualitative edge over all the car wash facilities within a 20 mile radius of our location.
- Dry Ice Care is a complete full-service car wash that offers a wide range of services that revolves around car wash and other complementary services. Our industry leading products will leave your vehicle protected, shining and ready for the open road. We intend giving our customers every reason to always come back, which is why we have customized our services. And finally, the Personalized package, a customized package in which the customer can choose between this wide array of services that best suits his car care needs. The price will be on application (POA). Moving on to our Nano-ceramic coatings, we have 3 packages: The Bronze Package consists of 1 layer of Color N drive premium Nano-coating applied over the vehicle’s paint. This coating protects against light scratching and provides a beautiful glossy finish. An additional protective layer is added to other areas including plastic, nickel chrome, windshield and rims. The Silver Package consists of 2 layers of Color N drive premium Nano-coating applied over the vehicle's paint with an additional layer to other areas including plastic, nickel chrome, windshield and rims. The Gold Package consists of 3 layers of Color N drive premium Nano-coating applied over the vehicle's paint with an additional layer to other areas including plastic, nickel chrome, windshield and rims. An additional layer will be applied after one year as maintenance.
- Our pricing system is going to be based on what is obtainable in the industry, we don’t intend to charge more (except for premium and customized services) and we don’t intend to charge less than our competitors are offering in Alexandria. Be that as it may, we have put plans in place to offer discount services once in a while and also to reward our loyal customers especially when they refer clients to us. The prices of our products will be same as what is obtainable in the open market. Premium pricing strategy is best suited for our unique services offered like dry ice blasting, along with our high-quality products used in our detailing services to cover costs and to create a value perception.
- Marketing ties into every facet of a carwash business, from facility appearance to signage to cross promotions to loyalty programs. The strategic role of marketing in a down economy is crucial to the success of carwashes. The reality for all businesses is that some customers will be lost over time -- some due to things you control and others for things you don't. The key is to acquire more new customers than you lose. In fact, customer acquisition is one of three main objectives of carwash marketing, along with increasing customer frequency and increasing average ticket. Our customers aren’t just license plate numbers — they’re individuals. It doesn’t work to treat everybody the same. We'll send our customers targeted, personalized offers in order to increase both their frequency and spend. Not only does this reward customers in a way that’s meaningful to them, but it builds a personal relationship between those customers and our brand. People appreciate being made to feel special, and as a result, customers engage at much higher rates — no discounting required. That’s a classic win-win situation. We will ensure our communication with customers is personalized, genuine, and valuable. In turn, we'll collect valuable customer data that will drive our marketing efforts while retaining customers long-term.
- Marketing ties into every facet of a carwash business, from facility appearance to signage to cross promotions to loyalty programs. The strategic role of marketing in a down economy is crucial to the success of carwashes. The reality for all businesses is that some customers will be lost over time -- some due to things you control and others for things you don't. The key is to acquire more new customers than you lose. In fact, customer acquisition is one of three main objectives of carwash marketing, along with increasing customer frequency and increasing average ticket. Our customers aren’t just license plate numbers — they’re individuals. It doesn’t work to treat everybody the same. We'll send our customers targeted, personalized offers in order to increase both their frequency and spend. Not only does this reward customers in a way that’s meaningful to them, but it builds a personal relationship between those customers and our brand. People appreciate being made to feel special, and as a result, customers engage at much higher rates — no discounting required. That’s a classic win-win situation. We will ensure our communication with customers is personalized, genuine, and valuable. In turn, we'll collect valuable customer data that will drive our marketing efforts while retaining customers long-term.
- Our business will operate as a general partnership of 4 persons, in which they will be sharing in all assets, profits and financial and legal liabilities of a business equally. The benefits of a general partnership include the flexibility to structure a business as its partners see fit and the ability to control its operations more closely. A general partnership offers each partner the ability to participate in the management of the business. Compared with setting up a corporation or a limited liability partnership like an LLC, establishing a general partnership tends to cost very little and requires far less paperwork. Decision making within the partnership will be awarded to a single partner, who will manage and oversee operations within the business.
- The executive personnel will be one of the company's four owners, the appointed one, of which will be located on-site during each normal business day to oversee operations. The manager will undertake the duties necessary to maintain the business, which include employee hiring; building, property and equipment maintenance; marketing; advertising; community relations, employee pay and benefits; taxes; payables; and receivables. We plan to hire six full-time employees. Five of the employees will constitute our operational personnel, while the other employee will be the assistant manager/supervisor. The assistant manager/supervisor will be responsible for operation of the cash register and more. Main duties of the staff will be illustrated in the operating plan section. Compensation Our operational employees will receive a beginning salary of 2200 L.E. and will be offered an opportunity to increase their pay. Our assistant manager will receive 4000 L.E. initially, with the same opportunity for the incremental raise. All raises in base salary are dependent upon performance and the company's financial success. Additionally, the employees will, at the conclusion of each business day, receive their fair share of the collected tips
- 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.
- Our location is easily accessible as it is 30 meters away from Victor Amanoiel Sq. near Zahran mall. Victor Amanoiel Sq. is the main square in Smouha. It is easily accessible as well, busy square, and vital in Alexandria's traffic as it's located between 4 vital streets, Fawzy Moaz St., 14th May bridge road, and our street "El Mahed Al Dini" (Zahran mall's street), and Victor Amanoiel Al Thaleth St. (Smouha Club's street). Traffic can move slowly sometimes as it gets dense frequently. There are 4 traffic lights that contribute to that. This means more exposure.
- In general, wealthier middle-class areas afford more customers with the cash to spend on a high-end car wash, and demographics should be considered when it comes to investing in a major car wash. Likewise, a denser local population (the number of households in a 1 or 5 mile radius) offers a larger customer base than a more sparsely populated area. The proposed location is in a well-off neighborhood where upper B-class and A-class mainly are inhabitants. Our target market lies within these two categories. The location square footage is approximately 130 square meters, which is adequate for 4 cars. The rent cost is 22,000 pounds per month.
- The location building requirements for our specific purpose includes the installation of ceramic tiles and sewage and lighting. Ceramic tiles costs 150 L.E per meter square (Including workmanship fees), so the costs for setting up the whole place with ceramic tiles will be 19,500 L.E. We'll use 12 big LED lights that cost 110 L.E each, bought from El Sewedy Electric. Utilities There will be no utilities setup fees as it has been previously done.
- Initial staff size will be constant through the start, six full-time employees, and then will change in the future. During peak wash periods, more part-time operational employees will be recruited accordingly. We will remain flexible in our staffing policy in order to best meet customer demands and most efficiently utilize our employees. We will develop an employee handbook that will ensure that each employee understands the importance and applicability of a varied and flexible scheduling process. Our training program will focus on improving the employees' operational knowledge of the business as well as their interpersonal skills. The program is designed to ensure that our employee-customer interactions are as positive as possible.
- The main responsibilities of the executive personnel: Oversee normal business day operations. Employee Hiring. Building, property, and equipment maintenance. Marketing and advertising. Community relations. Employee pay and benefits. Taxes; payables; and receivables.
- Good managers are invaluable to a new carwash business. Motivated managers are more creative when troubleshooting issues, attentive to details and productive. Additionally, the more our manager can motivate our workforce, the lower our turnover rate will be. As our new wash is looking to gain momentum, finding the right manager to represent the quality and consistency of our carwash will help separate our location from others in the area. Attracting and retaining qualified managers starts at the interview stage and continues throughout the life of the business relationship. When interviewing any potential employee, it is important to project the type of work environment and level of performance that is expected at our carwash. Therefore, during the interviewing stage, we must project professionalism, control, attentiveness and general courtesy. When interviewing and hiring, it is important that our manager possess the traits that would advance whatever goals we're looking to reach at the carwash, which primarily is providing a top-notch high-quality work with superb customer relationship management. Additionally, a quality manager will need to know the best ways to deal with angry customers, such as how to keep them calm. And, effective managers will know how to turn negative situations into positive experiences that lead to loyal business.
- Our employees are the face and voice of our operation and their conduct and behavior will have a huge impact on how customers see our wash and whether they decide to come back. It is essential that we give our employees the training and motivation necessary to help them reach their full sales and customer service potential. Operations personnel must possess and maintain the following: Be Personable. It isn’t enough to be treating every customer as just a customer. Instead, employees need to be willing to treat customers as unique individuals, open to connecting with them on a personal level. Know the Details In order to sell enhanced services effectively our employees must know the services intimately and believe in their quality. Employees should be able to not only thoroughly explain each value-added wash feature and a la carte service, but also identify opportunities to upsell. Having confidence in their product knowledge will help employees make customers feel more confident about their purchases and the value they are receiving.
- The main equipment needed to deliver our value propositions will be sourced from Souq, Amazon and DIFCO2. The equipment will be purchased.
- It is essential to manage our car wash chemical inventory so that we don't end up ordering too much or having too little. This is very important in order for our business to run cost effectively and smoothly without losing any customers or revenue. With inventory, we need to make sure that we properly store the chemicals so they won't get damaged or accidentally spilled. In addition, we need to be aware of the proper storage temperature for our inventory. Chemicals have a recommended temperature range that they need to be within in order for them to optimally perform. Also, we'll check on the shelf life of our chemicals and always rotate stock so we utilize the first-in-first-out method. Keeping good records of our monthly usages and inventory levels month-to-month can help determine which chemicals and what quantities need to be on hand for the upcoming month. There are programs that can help you accurately track your inventory – Quickbooks and Peachtree are two accounting programs that can be used. Estimating from memory of the previous year isn't reliable. Car washing is dependent on the seasonal weather. The need for chemicals varies from month-to-month and from year-to-year. Tracking the weather month-to-month throughout the year and looking forward to the upcoming month can help us in more accurate ordering of chemicals that are needed.
- The key partners in our business model are mainly the network of suppliers that will give us the resources needed to perform our key activities. In addition to our loyal customers, there are other key partners: Souq Amazon Sabry Stores DIFCO2
- Our key activities revolve around car wash and intricate detailing services along with free complimentary services such as coffee/tea and Wi-Fi.
- We are quite aware that in order to become the number one choice in our city, we must deliver quality services and that is exactly what we will do. We are open to the use of latest technology in the industry. No doubt our customer service and the range of services we offer will position us to always welcome repeated customers. What really sets us apart from competition is our unique dry ice blasting services, the one and only car care in Egypt offering such services. Non Abrasive: no damage to the substrate – No mess: sublimes into the atmosphere – Superior clean: Traditional cleaning methods are more costly and damaging – Health & Safety: Safe around electrical components – No downtime costs: Equipment & machinery can be cleaned whilst still in operation
- Human Training employees goes far beyond how to wash, run the buffer and clean chrome. Our employees need to know that we expect them to be friendly, courteous and act as ambassadors of our business. Trained and qualified employees are one of the most important key resources as they will deliver the end product and deal with customers, so basically they're paramount assets.
- … When it comes to giving out incentives (bonuses and discounts et al) to our clients, we will first and foremost reward loyal customers who have patronized our car wash consistently for a period of 6 months and above. We will make room for our clients to earn commissions on any corporate car wash services business deals that they are able to secure for us through referrals and recommendations et al. The nature of car wash services does not give room for after sale services, which is why we usually go all the way to provide excellent and detailed car wash services to our clients whenever they visit us. As regards customer service supports, we will maximize our customer relationship management software applications so as to keep in touch with them and to make sure we carry them along when we have any promo that we know will benefit them.
- We segment our customers demographically by age at which it starts at 18 (legal driving age). And as most products we segment our customers demographically according to their income as we position our product using “more for more” positioning strategy. We segment our customers psychographically by social class where it depends on buying power which is affected by the background of the customer, his income as well as his spending habits. Customers of higher class will always buy to maintain their social class. Accordingly, we'll be targeting social classes A and B in line with the premium and luxurious nature of our product. We also segment them psychographically by lifestyle. Our target customers will fall in the categories of Aspirers and Succeeders, where the Aspirers are materialistic and geared towards image and fashion and are youthful people who seek status, and the Succeeders are confident, have high aims, their brand choice is based on self-reward and prestige.
- Our business location will be the main channel of communication with our customers. Employees will be trained to please and handle different customers' attitudes. At the end of the day our main aim is a happy customer driving his neat, clean car. Using social networks such as Facebook, Twitter and Instagram will be used as one of the fastest way to come close and spread the image of the business to local consumers. Creating a business account page for our carwash on Facebook, Instagram and Twitter not only increases the visibility of our wash but also connects us personally with our customers. If they know, like and trust us, they’ll market our site for you to their friends and family. Nothing beats word-of-mouth marketing. With Facebook, we'll utilize their Facebook ads to send targeted advertisements such as special promotions.