Holman owns various automotive companies and wants to open a 7th company called Holman Rental to enter the rental market. The proposal estimates income and expenses over 4 years. It projects increasing income from rental rates and vehicle resale but also rising expenses from inventory, insurance, employees and maintenance. The ROI is expected to be 5.66% in year 1, falling to 3.15% in year 2 but rising sharply to 25.92% in year 4 as the business scales up. It recommends starting small by using current customer rental trends and storing vehicles at existing Holman dealerships to minimize overhead costs.