This document summarizes key points from a meeting of the Automotive Accountants Network Forum. It includes an introduction, house rules, quote of the day, and agenda. The agenda covers introductions, whiteboard questions, social media presentation, automotive industry updates, recent budget changes, and "Son of Holdback". Benchmark metrics are also provided for dealership performance.

1. Automotive Accountants
Network Forum
Meeting 2
The Manningham
21st June 2011
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2. This presentation has been prepared by Colledges for the general
information of its clients and forum attendees. While the
information herein has been prepared with all reasonable care and
derived from sources believed to be accurate, no responsibility or
liability is accepted by Colledges or any of its affiliations, for any
errors or omissions, including liability to any person of negligence or
otherwise.
Recommendations may not be appropriate in all circumstances and
clients must consider their own personal objectives and financial
advice before acting on recommendations in this presentation.
Colledges
(ABN 52 439 950 641)
For more information, contact Angelo Sirianni on 03 9851 6500 or email angelosirianni@colledges.com.au Founding member of
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3. House Rules
 Feel free to ask questions
 Show respect for presenters and colleagues
 One discussion at a time
 Please switch phones to “silent”
 Enjoy the forum!
For more information, contact Angelo Sirianni on 03 9851 6500 or email angelosirianni@colledges.com.au Founding member of
www.colledges.com.au

4. Quote for the day...
“The secret of success is to know
something nobody else knows”
Aristotle Onassis (1906-1979)
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5. Agenda
 Introduction
- Whiteboard Items
- Review
 Social Media
 Automotive Industry Updates
 Recent Budget Changes
 Son of Holdback
 Whiteboard Items
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6. Introduction
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7. Whiteboard Items
1. How is time and attendance recorded?
- Timesheets?
- Software?
2. How do you measure parts counterman productivity?
- Does Pentana measure it effectively?
3. What measures are in place for parts old stock? How do you
keep it under control?
4. How do you prepare for the end of the financial year?
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8. Review
 Outstanding Issues
 Previous Meeting
 Christmas Parties
 Mobile Phones
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9. Social Media
Presenter: James Richardson
Optimising SEO & Design
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10. Getting Value Online
James Richardson
Optimising.com.au
1300 171 005
james@optimising.com.au

11. Who am I?
• Worked in the online space for 8 years.
• Run an SEO & Social Media Agency.
• Written for The Age, The Australian,
Dynamic Business & Anthill on Digital
Media Issues.
• Bit of a nerd...

12. Online Objectives
• Establish your brand.
• Be where your customers are.
• Create Relationships.
• Drive sales.

13. Homebase: A home base is a place online that you own (Your Website)
Outposts: Places that you have an online presence out in other parts of the
web that you might not ‘own’.

14. Direct Traffic

15. Target Market
• Who is your target market?
• Where do they ‘hang out’ online?
• What do they do online?
HOW DO WE REACH THEM?

16. Share of Internet Traffic for week ending 11/6/2011
10.79% 9.13%

18. Facts
• 1 in every 13 people on Earth is on Facebook
• 35+ demographic represents more than 30% of the entire user base
• In 20 minutes 1,000,000 links are shared on Facebook
• In 20 minutes 10.2 million comments are posted
• 48% of 18 to 34 year olds check Facebook right when they wake up
• 50% of active users log on to Facebook in any given day
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 700 million active users
• There is over 16,000,000 Facebook fan pages
• Australian’s spend more time per month on Facebook than any other country at over 7 hours on average

19. Ways to use
Pages Ads Events Check Ins

20. Ways to use Pages
• Create new Fans.
• Alert fans to new
offers/products/services.
• Display inventory.
• Generate Leads .

21. Page Best Practices
• Be authentic.
• Have purpose.
• Engage regularly.
• Vary Message.
• Don’t overdo it.

22. Ways to use Ads
• Create Brand Awareness.
• Advertise a Product/Service/Offer.
• Generate Website Traffic.
• Create New Fans.

23. Ad Examples
Title
(25 Characters)
120px * 80px
Description
(135 Characters)

24. Ad Best Practices
• Identify your advertising goals
• Demographic Targeting
• More Ads, Smaller Market
• Keep your ad simple
• Use a strong call-to-action
• Use an image
• Landing pages
• Testing, Testing, Testing...

26. Social Media

28. Getting Traffic
• Search Engine Optimisation.
• Google Maps (Local/Places)
• Google Adwords (Pay Per Click)

29. Search Engine Optimisation
• On Page Factors
• Off Page Factors
• Other Factors

30. SEO Tips
• Content is King
• Create for Users First
• Links = Trust = Rankings
• Patience :-)

31. Maps
• Powerful for local and
geographic search
Offpage Factors
• Highly geographically
targeted
• Easier/Faster to rank
• Uses same ranking
techniques as SEO

32. Maps Tricks
• Use local Phone numbers (No 1300...)
• Matching address must be on website URL.
• Have one address per location.
• Fill out ALL the details.
• Reviews count.
• Truelocal and Yellow Pages must match up.

33. Pay Per Click
• Pay for every visitor that comes to your
website.
• Can specify search
terms/time/budget/websites.
• Can track
conversions/leads/click/impressions.

34. PPC Tips
• Don’t run ads on the display network.
• Don’t just run ads when Google says so...
• Don’t send traffic to the homepage.
• Create many landing pages.
• Run ads consistently.
• Test, Test, Test, Test...

35. James Richardson
Optimising.com.au
1300 171 005
james@optimising.com.au

36. Afternoon Tea
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37. Automotive Industry Updates
Ed Colledge
 Recent Happenings
 MTAA Superannuation
 PSI – The Workshop
 Factory / Dealer Relationships
 Financier / Dealer Overview
 The Economic Outlook
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38. Recent Happenings
 Luxury car rort spurs tax debate
 Bank of Queensland – car wholesale financing
 Best dealer results – KPI focus
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39. MTAA Superannuation
 MTAA Super Fund Advisors grilled on $500M loss
(Financial Review)
 Previously one of the best performing funds
 Need for review and plan for recovery
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40. PSI – The Workshop
 Service while you wait more popular
 Switch from repairs to quick service maintenance
– larger bays
 Conduct a facility audit program
 Meaningful KPIs
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41. Factory / Dealer Relationships
 Moves to stop cyber slipping
 Carsales.com vs carsguide.com
 Push for greener cars
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42. Financier / Dealer Overview
 Rates geared to:
- Retail performance
- Debt to asset ratio
 New entrant finance companies
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43. The Economic Outlook
 More banking regulations hindering recovery
 Worsening debt crisis in Europe
 Frustrating slow growth in the US
 Aussie banks in good position
 RBA forecasts rates to go up very soon
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44. Recent Budget Changes
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45. Recent Budget Changes
 2 key measures that impact on dealerships
 Tax breaks for small business operations
 FBT related to motor vehicles
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46. Son of Holdback
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47. Son of Holdback
 Lead case is proceeding
 ATO is not prepared to disclose the taxpayer
 Case unlikely to be finalised before 2012
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48. Benchmarks
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49. Benchmarks
Total Dealership
2011 2010
NPBT % Revenue 2.5% 2.5%
Gross % Sales 15.5% 15.5%
Expenses % Sales (incl. admin) 13% 13%
Gross per Employee $11,000 $11,000
Expense per Employee $5,500 $5,500
(excludes admin)
Selling Gross per Employee $5,500 $5,500
NPBT per Employee $2,500 $2,500
Parts and Service Absorption 57.5% 57.5%
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50. Benchmarks
Administration
2011 2010
Rent and Property Expense % of Gross 8% 8%
Total Administrative Expenses % Gross 25% 25%
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51. Benchmarks
New
2011 2010
Retail Gross $PNVR $2,800 $2,800
Fleet Gross $PFVS $1,600 $1,600
Unit Sales per Salesperson (incl Managers) 12 12
Gross per Salesperson (incl Managers) $30,000 $30,000
Remuneration % Gross 35% 33%
Variable Expenses % Gross 20% 20%
Fixed Expenses % Gross 50% 45%
Selling Gross per Sales Employee $8,000 $10,000
(incl Managers)
Return on Investment 30% 30%
Aftermarket Gross PNVR $250 NEW
Aftermarket New Vehicle Penetration 60% NEW
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52. Benchmarks
Used
2011 2010
Retail Gross $PUVR $2,600 $2,600
Unit Sales per Salesperson (incl Managers) 10 10
Gross per Salesperson (incl Managers) $27,500 $25,000
Remuneration % Gross 40% 40%
Variable Expenses % Gross 14% 14%
Fixed Expenses % Gross 50% 50%
Selling Gross per Sales Employee $8,000 $8,000
(incl Managers)
Return on Investment 60% 50%
Aftermarket Gross PUVR $75 NEW
Aftermarket Used Vehicle Penetration 30% NEW
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53. Benchmarks
Finance & Insurance
2011 2010
New Vehicle Penetration Rate 38% 32%
Used Vehicle Penetration Rate 38% 30%
Finance Income $PNVR $750 $600
Finance Income $PUVR $750 $550
Insurance Income $PNVR $200 $150
Insurance Income $PUVR $200 $200
Total F&I Income $PVR $950 $700
F&I Gross per Employee $55,000 $45,000
F&I Selling Gross per Employee $40,000 $30,000
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54. Benchmarks
Service
2011 2010
Ratio Chargeable: Non-chargeable 1.5 1.5
Percent of Available Hours Sold 97.5% 97.5%
Labour Sales per Chargeable Employee $15,000 $14,000
Ratio Customer Parts to Labour Sales 0.75 0.75
Labour Gross per Chargeable Employee $11,500 $10,500
Salaries and Payroll On Costs % of Gross 40% 40$
Total Direct Expenses % of Gross 50% 50%
Selling Gross per Chargeable Employee $7,000 $6,000
Selling Gross per Department Employee $3,500 $3,000
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55. Benchmarks
Parts
2011 2010
Parts Sales per Employee (excl drivers) $75,000 $75,000
Parts Gross per Employee (excl drivers) $19,000 $19,000
Gross % Sales (Net of inv adj) 27% 27%
Salaries and Payroll On Costs % Gross 32% 32%
Total Direct Expenses % Gross 37.5% 37.5%
Selling Gross per Parts Employee $10,000 $10,000
Return On Investment 175% 175%
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56. Whiteboard Items
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57. Whiteboard Items
1. How is time and attendance recorded?
- Timesheets?
- Software?
Please contact Colledges for answers to these items
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58. Whiteboard Items
2. How do you measure parts counterman
productivity?
- Does Pentana measure it effectively?
3. What measures are in place for parts old
stock? How do you keep it under control?
Please contact Colledges for answers to these items
Founding member of

59. Whiteboard Items
4. How do you prepare for the end of the
financial year?
Please contact Colledges for answers to these items
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60. Next Meeting
Tuesday 23rd August 2011
12 ~ 4:30pm
The Manningham
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61. Thank-you
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