![2 Compelling Events … Necessitate Change ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Water Smart Eco Detailing
- 1. Water $mart & Eco Detailing Perspective … How might this affect you … soon!
- 4. Water $mart Saves Water! Water $mart Way
Editor's Notes
- My name is Jim fitzpatrick, I have been an Eco Detailer for 3 years I live in Orange County California Been with ProntoWash for 3 years Prior to that, I was into Valet Parking, and International Business Executive and been in Sales & Marketing all my life. Companies like what is now Glaxo SmithKline, Johnson & Johnson, and Catalina Marketing, an in store targeted marketing Company I love brands! And I see an opportunity to consolidate a fragmented industry! Blue Oceans! Opening Malls was a bit slow for me for a while, so I set out to become a subject matter expert in Water Conservation and Controlling Run Off I have attended many many Board Meetings, Field Trips and spent time building relationships in these 2 key areas Over that time I have developed a passion for Eco Detailing, and Water $mart solutions are a big part of it That is the basis of the discussion I would like to share today
- A Compelling Event is set of circumstances that necessitate change. Make the right choices, you win, the wrong one’s you loose. Compelling Events have consequences and payback There are 2 such Events in California 1) California is in a State of Drought and will require conservation to achieve reliable water availability. Now and even when it rains 2) The State Water Control Board will require changes to the way a Mobile Detailer operates Will require operational standards consistent with a Commercial Car Wash These 2 issues will be major opportunities or issues for 2009 & 2010
- I believe in 2009, if you operate in California, you will need to address how much water you use! Spain conquered California … good thing Spain is a semi arid climate So they put in a system of conveyance, and move water from source to population needs. That’s why San Jose and Los Angeles are so big. “Want our water, join our City” Riparian rights are English, Golden Rule, land owner with access to water decides who gets what California has 2 major sources of water Colorado River Low Snow Pack, and “calls” water rights leave So Cal with only their allocation, to low to support population Sacramento River Delta Environmental Issue of Delta Smelt, so cannot turn on pumps to move the water Delta is a fragile system, levies built by Farmers, unstable State has built storage, need to work on supply this will be a major issue in 2009 & 10, and will continue to foreseeable future The Governor has set goals for reduction All factors suggest that the amount of water we use will be an opportunity to improve Any City that tries to push back … ask them why their City has a Drought Contingency Plan?
- Here is a graphical representation of wash method comparisons … you need to wash a car before you can detail it. A Waterless product is at the minimum level, all the way up to the dreaded home wash. Home wash is uses way too much water, and as you will see later, does not control waster water and contamination
- Since 1972 Clean Water Act, storm water and urban run off have been a focus to control and minimize … nothing new Standards and Best Management Practices have continues to evolve The Standards continue to elevate The Best Management Practices continue to be set at best available technology BMP will be at Water $mart Standards Wash Mat, capture, reclaim and discharge Or a “Waterless” solution Pudget Sound Car Wash Association funded a study to prove what many suspected or assumed … Car Wash run off kills fish For anyone who has captured the waste water … this is self evident … you would not drink it We need to develop an industry leading standard … before we are regulated out of business My opinion that is to operate Mobile as a Commercial Car Wash to establish credibility and sustainability Must set BMP for worst case scenario … the Engine Detail and many import front rims
- So, if you need to capture all the waster water … And then dispose of it, I would think that would be logical that one would use less water The evolving standard is in place and leading laggards will follow Logic if you are required to capture and dispose of all your waste water, a couple things will happen Primarily, the Detailer will start to use less water … saves time and money When this happens, then all sorts to things will happen equipment will change Some equipment is unnecessary Some equipment is too expensive Some equipment is too time consuming … waster wash capture mats … lugging wet heavy items in & out waster water proper discharge … take it to the RV, or Self Serve Car Wash We will see mobile detail Vehicles on a smaller platform and more Eco Friendly!
- So, you want to be a Detailer in the City of Calabasas … City was facing 2 big issues Mobile Detailers were running rampant around the City … no business license, not operating to code … ugly, so they selected this picture to represent what they thought of our lovely industry State Water Control Board was increasing the standards and fines! Now there is a process where all Mobile Detailers must go to City Hall for Permit Perform Demonstration Zero Discharge standards! No Wash Mat, no Permit (Vacu Boom not an acceptable capture method) ProntoWash method was the 1 st non Wash Mat method approved by the City Need to show MSDS Sheets, and they observe if you have any Wheel Acids, etc Fill out Application Where do you discharge your Waste Water? Do you have a copy of your $10,000 Surety Bond? City gives the Permitee a 2’x3’ placard or sign to visually display So Code Enforcement, Residents, property Owners will know who is legal Are the Standards too high? NO … 6 companies have already received Permits Personally, I hope this is an indicator of things to come. This is one big event that can elevate our industry!
- Here is an opportunity to share some of the innovation occurring. I bet there are others, and I personally am excited to see them Don’t believe what you read and hear, or what your mind is telling you as an “old dog” … there are many new ‘tricks’ available Now that there is a Market, developed by Market Forces … there will be a period of significant innovation Stands to reason
- What if you could create a Fix Based Shop, with a low level of investment and low overhead? What if you could get a bunch of Customers to come to you everyday? What if you could gain access to the Executives, Lawyers and High End Customers? What if you could gain access to locations to offer the Car Wash & Detailing Amenity traditionally unavailable to the industry? What if you had been operating in such a location for 15 years, or just paid $200,000 and the Property Manager walks up and says … “Go Green, Go Water $mart, be an Eco Detailer … or be GONE!” Being an Eco Detailer with a Water $mart model allows you to develop this model in a very different way! Just take a look at all these different opportunities then recognize there is a check next to each and every one of them this is not a maybe someday opportunity … this is now Someone is already doing this … but you still have tome … if you act now Innovators and Leading Laggards will capitalize! Those that wait and see will be left behind!
- Many Cities are trying to figure out solutions to Home Washing and charity Car Washes Most Detailers turn tail and RUN from City Hall What if I told you that by being an Eco Detailer with a Water $mart Solution … the City will run to you? Well, not that simple, but you get the idea No longer do you have to fear the Code Inspector, you won’t get a hug, but opportunities will be available to you Best example I can think of is that you can now wash 300-400 cars at city hall, get a hand shake from the Mayor, and your company in the newspaper and even in a video … all for free PR!
- What is Blue Ocean Strategy? Companies have long engaged in head-to-head competition in search of profitable growth, but today, competing head-on often results in nothing but a bloody ‘red ocean’ of rivals fighting over a shrinking profit pool. Blue Ocean Strategy contends that although most companies compete in these red oceans, this strategy is unlikely to create strong profitable growth in the future. We believe that tomorrow’s leading companies will succeed not by battling competitors but by creating ‘blue oceans’ of uncontested market space. These strategic moves - termed ‘value innovation’- create leaps in value both for the firm and for buyers, creating all new demand. Can you briefly explain the concept of Blue Ocean Strategy? _______________________________________________________________ We use the terms red and blue oceans to denote the market universe. Red oceans are all the industries in existence today – the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of existing demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities, and cutthroat competition turns the red ocean bloody. Hence, the term “red” oceans. Blue oceans, in contrast, denote all the industries not in existence today -- the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. Blue ocean is an analogy to describe the wider, deeper potential of market space that is not yet explored. Like the “blue” ocean, it is untouched, vast and deep in terms of profitable growth. Blue ocean strategy provides a systematic approach to break out of the red ocean of bloody competition and make the competition irrelevant by reconstructing market boundaries to create a leap in value for both the company and its buyers. Instead of competing in existing industries, blue ocean strategy equips companies with frameworks and analytic tools to create their own blue ocean of uncontested market space. The book, however, tackles not only the challenge of how to create blue oceans, but also the equally important challenge of how to execute these ideas in action in any organization.