Business Plan of an Automotive Repair Workshop called HighTech Auto Repair
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September 2001
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DateThis is a business plan. It does not imply an offering of securities.
2.0 Company Summary.............................................................................................................................22.1 Start-up Summary ......................................................................................................................3
3.0 Products and Services........................................................................................................................54.0 Market Analysis Summary ..................................................................................................................5
4.1 Market Segmentation ................................................................................................................54.2 Service Business Analysis........................................................................................................6
4.2.1 Competition and Buying Patterns................................................................................65.0 Strategy and Implementation Summary ............................................................................................6
6.0 Management Summary ....................................................................................................................106.1 Personnel Plan .........................................................................................................................10
7.0 Financial Plan ....................................................................................................................................127.1 Projected Cash Flow ...............................................................................................................127.2 Break-even Analysis................................................................................................................147.3 Projected Profit and Loss .......................................................................................................167.4 Projected Balance Sheet ........................................................................................................197.5 Business Ratios .......................................................................................................................20
HighTech Auto Repair
Page 1
1.0 Executive Summary
HighTech is the desire of Ortega, Magala, Kyambadde, Wasiike and Banyikidde whotogether have 5 years experience as auto mechanics. The five have a dream of startingup their own company and offering better service to their clients than competitors.
1.1 Mission
HighTech Auto Repair's mission is to completely satisfy its clients through providing highquality, convenient and comprehensive auto repair at fair cost. The most importantaspect of our business is trust.
HighTech Auto Repair
Page 2
1.2 Keys to Success
Provide high quality services to meet our clients satisfaction.Dedicated customer support and updating our clients as regards the progress oftheir vehicle repair.Skilled mechanics that are friendly, customer oriented, and will take the time toexplain to customer the intricate nature of our business and our work.State-of-the-art technology and a conducive working environment.
Managing the business by implementing, and consistently measuring andadjusting the fundamentals of a Balanced Scorecard:
Financial Goals vs. ResultsInternal Business Process Goals vs. ResultsEmployee Learning and Growth Goals vs. ResultsCustomer Satisfaction Goals vs. Results
1.3 Objectives
The objectives over the next three years for HighTech Auto Repair are the following:
To sales revenues increase steadily through year one.To institute a program of superior customer service through rigorous evaluationof service experience.To solve the present working capital shortage allowing us to hire more mechanics andequipment.
2.0 Company Summary
The company will be a limited liability company registered in the city of Kampala,Uganda.The firm will have facilities on Dewinton Road Plot No.567 neighbouring Centenary Parkacross the road. The facilities will contain a four-bay garage, office space and storage spacefor tools, spare parts,Washing bay,restaurant,parking space,dinning and changing rooms.
HighTech Auto Repair
Page 3
2.1 Start-up Summary
The data obtained for the start-up comes from research done in the Kampala city withother big mechanic shops who have started their own business. Inflation has been takeninto account between the estimates of these fellow business owners (and when theystarted) and the current prices for expensed items.
Much of the equipment to go into the facilities such as tools, air compressors, etc., arecurrently owned by the five partners.
Table: Start-up Funding
Start-up Funding
Start-up Expenses to Fund Ug.Shs5,150,000
Start-up Assets to Fund Ug.Shs31,650,000
Total Funding Required Ug.Shs36,800,000
Assets
Non-cash Assets from Start-up Ug.Shs26,500,000
Cash Requirements from Start-up Ug.Shs5,150,000
Additional Cash Raised Ug.Shs0
Cash Balance on Starting Date Ug.Shs5,150,000
Total Assets Ug.Shs31,650,000
Liabil ities and Capital
Liabil ities
Current Borrowing Ug.Shs10,000,000
Long-term Liabilities Ug.Shs0
Accounts Payable (Outstanding Bills) Ug.Shs0
Other Current Liabil ities (interest-free) Ug.Shs0
Total Liabil ities Ug.Shs10,000,000
Capital
Planned Investment
Ortega Ian Ug.Shs5,360,000
Magala Bogia Ug.Shs5,360,000
Kyambadde Francisco Ug.Shs5,360,000
Wasike Eria Ug.Shs5,360,000
Bannyikidde Ashirafu Ug.Shs5,360,000
Additional Investment Requirement Ug.Shs0
Total Planned Investment Ug.Shs26,800,000
Loss at Start-up (Start-up Expenses) (Ug.Shs5,150,000)
Total Capital Ug.Shs21,650,000
Total Capital and Liabil ities Ug.Shs31,650,000
Total Funding Ug.Shs36,800,000
HighTech Auto Repair
Page 4
Table: Start-up
Start-up
Requirements
Start-up Expenses
Legal Ug.Shs1,500,000
Stationery etc. Ug.Shs500,000
Advertising Ug.Shs600,000
Phone Ug.Shs200,000
Rent Ug.Shs400,000
Util ities Ug.Shs350,000
Computer Ug.Shs1,000,000
Other Ug.Shs600,000
Total Start-up Expenses Ug.Shs5,150,000
Start-up Assets
Cash Required Ug.Shs5,150,000
Start-up Inventory Ug.Shs3,000,000
Other Current Assets Ug.Shs3,500,000
Long-term Assets Ug.Shs20,000,000
Total Assets Ug.Shs31,650,000
Total Requirements Ug.Shs36,800,000
HighTech Auto Repair
Page 5
3.0 Products and Services
HighTech Auto offers a wide range of services as outlined in the detailed sections below. Itis ultimately the goal of the company to offer a one-stop facility for all auto servicing needs,including brakes, transmission, wheel alignment, etc. In this way the company can offergreater perceived value for the customer than many other shops which specialize incertain areas.
The industry is highly competitive with suppliers having a great deal of power in setting andnegotiating the prices of their products and services to repair shops. In addition, becausethe customers see the service as undifferentiated and a "commodity" with little valueseparation between competitors, buyer power is also very high. Finally, the barriers toentry are moderately low, and the large number of competitors in this field, includingsubstitutes (such as do-it-yourself work) mean that the pricing for such services are verycompetitive. The only way to have an advantage in this industry is a low cost leadershipprincipal applied aggressively or to create higher switching costs through the building ofstrong business to customer ties.
Also the integration of other facilitating services and products like restaurants,waiting gardensand a washing bay will put us at an advantage over our competitors.
HighTech Auto Repair will hire trained and certified mechanics who are able to prove theyhave superior customer awareness and interaction. It is the company's professionalpeople who will fulfill the firm's contracts and goals. The largest part of the company'sexpenses will be in labor costs.
4.0 Market Analysis Summary
Since HighTech will be able to service any vehicle on the road, including motorcycles andcampers, it does not make any sense to segment our market. Our potential customersinclude every household/organisation in Kampala that owns one or more vehicles. Theindustry does not have any seasonality that affects it.
4.1 Market Segmentation
The following table and chart show the market analysis for HighTech Auto Repair.
Table: Market Analysis
Market Analysis
2013 2014 2015 2016 2017
Potential Customers Growth CAGR
Number of cars in Kampala 7% 700,000 1,260,000 1,350,000 1,590,000 1,641,000 23.74%
Other 2% 300 0 0 0 0 -100.00%
Total 23.72% 700,300 1,260,000 1,350,000 1,590,000 1,641,000 23.72%
HighTech Auto Repair
Page 6
4.2 Service Business Analysis
This section is covered in the Competitive Comparison section of the Plan.
4.2.1 Competition and Buying Patterns
While many customers looking to purchase automotive repair services are concerned withprice, the primary concern is with building a relationship of trust between themselves andtheir service provider. A large number of people within the country have experienced orheard of bad service encounters within this market. As a person's car is usually connectedin one way or another with that individual's livelihood, a dependable automobile is crucial.Therefore, many clients are willing to pay a little more for a mechanic they feel does aquality job and understands their needs.
An automotive repair company that can anticipate, meet, and even exceed customer'sneeds can build a defensible position within the market place and acquire market share atthe expense of other rivals.
5.0 Strategy and Implementation Summary
The following section outlines the company's strategic focus in growing the business.
5.1 Competitive Edge
HighTech Auto's competitive edge lies in the vision of its partners, who understand betterthan many of their rivals that a service visit does not just include repairing a client's car, itincludes the entire service experience from the first time a client talks to their mechanicuntil they decide to stop driving. The long-term profitability of a service firm of this type liesin the repeat customer that find HighTech's services an excellent experience, DESPITE thefact that they usually have suffered a inconvenient breakdown. The company will seek toexamine ALL aspects of the service experience to seek ways to improve its customersatisfaction. In addition, all employees will be rigorously trained and retrained to thinkabout customer satisfaction in order to create a self-sustaining company culture thatrevolves around this issue.
HighTech Auto Repair
Page 7
5.2 Marketing Strategy
The company has a modest program of marketing its services that include the following:
1. Flyers.2. Direct mailers3. Discounts.4. Newspaper adverts.5. Yellow pages.6. Referrals through other local businesses.
Each of these marketing approaches has the advantage of being low cost and creatingservice awareness. The company's long-term marketing goals are to use local radio andTV advertismment.
The company is also investigating the possibility of having a grand opening program thatwould feature discounts, food, a local radio disc jockey, and other promotional ideas.
5.3 Sales Forecast
Since the automotive repair industry is, operationally, a job-shop environment, it issomewhat difficult to estimate sales. For job-shops, each individual product or service istailored or unique to that job, and is only initiated once an order is made. However, thesales forecast reflect the professional opinion of the owners in how much sales they willmake based on the following assumptions:
1. The number of clients owners can attract from their colleagues.2. The effect of planned promotions and word-of-mouth marketing.3. Current prices and costs of doing business.4. The types of automobiles and jobs that will occur in every month.
For the most part, sales for an automobile repair firm are steady year round and reflectlittle seasonality.
The table and charts below outline the sales forecast. Three years of annual sales andcosts of sales are shown. Twelve monthly tallies are included in the appendices.
Small repair jobs Ug.Shs7,096,025 Ug.Shs6,000,000 Ug.Shs15,000,000
Large repair jobs Ug.Shs85,840,164 Ug.Shs30,000,000 Ug.Shs75,000,000
Subtotal Direct Cost of Sales Ug.Shs137,657,329 Ug.Shs61,000,000 Ug.Shs125,000,000
HighTech Auto Repair
Page 10
6.0 Management Summary
Magala Bogia began working as an apprentice mechanic in his father's shop in 1998. Sincethat time, he has worked for a variety of automotive shops and dealerships and hasnumerous certificates in automobile repair. During the past two years Mr. Ford hasattended Bellevue Community College where he received an Associates degree in businessadministration in June of 2010. Currently, he is pursuing a bachelor's degree in Automotiveand Power Engineering at Kyambogo University.
Kyambadde Francisco attended Musa Body Technical Institute in Katwe where he received acertificate in electronics repair in 2008. In 2009 Mr. Kyambadde went to work for ToyotaUganda branch he worked on automotive electrical and electronic systems. Desiring toexpand his skills, Mr. Kyambadde received a mechanic's certificate in 2010 and since thenhas become certified in various automotive fields. In anticipation of HighTech businessneeds, Mr. Kyambadde is taking night classes at Uganda Managment Institute (UMI) inmarketing.
Ortega Ian probably the most learned and experienced in the team has all the technical skillsup his sleeves. He has consulted for SpearMotors, worked part-time at Roofings UgandaLimited. He boasts of a wide range of education advancements which include, a Higher Diploma inMechatronics engineering from MIT, he is currently pursuing a degree in mechanical andmanufacturing engineering.
On the team is, Wasiike Eria and Banyikidde Ashiraf who together scooped awards in themanagement fellowship that was organised. The two are students at Kyambogo univeristypursuing Automotive and Power Engineering. They used to own a company that they later soldoff to Nissan motors Uganda limited.
6.1 Personnel Plan
HighTech Auto Repair initial staffing will consist of Wasiike, Magala, Kyambadde, Ortega andBanyikidde, plus Ortega's wife who will act as a part-time office manager. The companywill seek two entry level mechanics to be hired within a few months after the company isoperating. Accounting, bookkeeping, and marketing services will be outsourced. Thecompany's intermediate goal is to have four full time, fully trained mechanics at theoriginal facility, plus a full-time office manager. However, management has decided toawait future developments before determining the best time to bring on such personnel.
HighTech Auto Repair
Page 11
Table: Personnel
Personnel Plan
FY 2014 FY 2015 FY 2016
Mr. Kyambadde Francisco Ug.Shs4,257,610 Ug.Shs3,600,000 Ug.Shs3,600,000
Mr. Wasike Erias Ug.Shs3,600,000 Ug.Shs3,600,000 Ug.Shs3,600,000
Mr. Magala Bogia Ug.Shs3,804,752 Ug.Shs3,600,000 Ug.Shs3,600,000
Mr. Ortega Ian Ug.Shs3,804,752 Ug.Shs3,600,000 Ug.Shs3,600,000
Mr. Bannyikide Ashirafu Ug.Shs3,600,000 Ug.Shs3,600,000 Ug.Shs3,600,000
The company's Break-even Analysis is based on an average company's running costswithin this industry, including payroll, and its fixed costs for such things as rent, utilities,etc.
Table: Break-even Analysis
Break-even Analysis
Monthly Revenue Break-even Ug.Shs6,994,346
Assumptions:
Average Percent Variable Cost 36%
Estimated Monthly Fixed Cost Ug.Shs4,474,277
HighTech Auto Repair
Page 15
HighTech Auto Repair
Page 16
7.3 Projected Profit and Loss
The following table and chart show the projected profit and loss for HighTech Auto Repair.
Total Capital Ug.Shs167,099,834 Ug.Shs154,028,988 Ug.Shs118,687,750
Total Liabil ities and Capital Ug.Shs259,677,723 Ug.Shs159,323,743 Ug.Shs108,575,153
Net Worth Ug.Shs167,099,834 Ug.Shs154,028,988 Ug.Shs118,687,750
HighTech Auto Repair
Page 20
7.5 Business Ratios
The Business ratios give an overall idea of how profitable and at what risk level HighTechAuto repair will operate at. The ratio table gives both time series analysis and cross-sectional analysis by including industry average ratios. As can be seen from the comparisonbetween industry standards and HighTech's own ratios, there is some differences. Mostof these are due to the fact that there is a very large variance in assets, liabilities, financing,and net income between companies in this industry due to the vast differences incompany size.
Overall the company's projections show a company that faces the usual risks ofcompanies in this industry and one that will be profitable in the long-run. The companyshows that it has higher SG&A costs than other competitors, however managementhas deliberately overstated costs and minimized profits in order to create a "safe" or"buffer" zone in case of hard times or other unforeseeable problems. Pre-tax return onnet worth and pre-tax return on assets appears to be very high, especially within the firsttwo years, however this is due to the fact that the company will be operating with fewerassets than most companies in the first few years until it can build up enough cash toacquire the tools and facilities that are desired and go beyond the "adequate" level.
HighTech Auto Repair
Page 21
Table: Ratios
Ratio Analysis
FY 2014 FY 2015 FY 2016 Industry Profile
Sales Growth 0.00% -47.70% 13.36% 4.53%
Percent of Total Assets
Accounts Receivable 6.75% 5.75% 9.57% 11.47%
Inventory 11.77% 8.50% 25.57% 6.20%
Other Current Assets -2.50% -4.08% -5.99% 33.29%
Total Current Assets 86.20% 69.35% 44.89% 50.96%
Long-term Assets 13.80% 30.65% 55.11% 49.04%
Total Assets 100.00% 100.00% 100.00% 100.00%
Current Liabil ities 31.80% -2.95% -18.52% 23.62%
Long-term Liabilities 3.85% 6.28% 9.21% 33.40%
Total Liabilities 35.65% 3.32% -9.31% 57.02%
Net Worth 64.35% 96.68% 109.31% 42.98%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 63.16% 69.33% 44.67% 100.00%
Selling, General & Administrative Expenses 89.32% 84.89% 86.42% 76.57%
Advertising Expenses 1.34% 1.50% 1.39% 1.67%
Profit Before Interest and Taxes 49.11% 6.57% -5.53% 0.87%
Main Ratios
Current 2.71 -23.48 -2.42 1.57
Quick 2.34 -20.60 -1.04 1.18
Total Debt to Total Assets 35.65% 3.32% -9.31% 60.95%
Pre-tax Return on Net Worth 110.84% 7.31% -12.12% 6.21%
Pre-tax Return on Assets 71.32% 7.07% -13.25% 2.43%
Additional Ratios FY 2014 FY 2015 FY 2016
Net Profit Margin 33.93% 3.95% -6.35% n.a
Return on Equity 77.58% 5.12% -12.12% n.a
Activity Ratios
Accounts Receivable Turnover 2.18 2.18 2.18 n.a
Collection Days 48 244 158 n.a
Inventory Turnover 10.36 2.77 6.05 n.a
Accounts Payable Turnover 3.23 12.17 12.17 n.a
Payment Days 27 110 25 n.a
Total Asset Turnover 1.47 1.25 2.09 n.a
Debt Ratios
Debt to Net Worth 0.55 0.03 -0.09 n.a
Current Liab. to Liab. 0.89 -0.89 0.00 n.a
Liquidity Ratios
Net Working Capital Ug.
Shs141,266,968
Ug.
Shs115,196,121
Ug.
Shs68,854,883
n.a
Interest Coverage 77.59 7.04 -6.71 n.a
Additional Ratios
Assets to Sales 0.68 0.80 0.48 n.a
Current Debt/Total Assets 32% -3% -19% n.a
Acid Test 2.13 0.00 0.00 n.a
HighTech Auto Repair
Page 22
Sales/Net Worth 2.29 1.30 1.91 n.a
Dividend Payout 0.06 2.66 0.00 n.a
Appendix
Page 1
Table: Sales Forecast
Sales Forecast
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Sales
Routine maintenance 4% Ug.Shs5,000,000 Ug.
Shs5,500,000
Ug.
Shs6,050,000
Ug.
Shs6,655,000
Ug.
Shs7,320,500
Ug.
Shs8,052,550
Ug.Shs8,857,805 Ug.
Shs9,743,586
Ug.
Shs10,717,94
5
Ug.
Shs11,789,740
Ug.
Shs12,968,714
Ug.
Shs14,265,585
Small repair jobs 0% Ug.Shs1,000,000 Ug.
Shs1,090,000
Ug.
Shs1,188,100
Ug.
Shs1,295,029
Ug.
Shs1,411,582
Ug.
Shs1,538,624
Ug.Shs1,677,100 Ug.
Shs1,828,039
Ug.
Shs1,992,563
Ug.
Shs2,171,894
Ug.
Shs2,367,364
Ug.
Shs2,580,427
Large repair jobs 0% Ug.Shs10,000,000 Ug.
Shs12,000,00
0
Ug.
Shs13,100,000
Ug.
Shs11,000,00
0
Ug.
Shs10,000,000
Ug.
Shs13,000,000
Ug.Shs13,700,000 Ug.
Shs9,000,000
Ug.
Shs9,200,000
Ug.
Shs10,000,000
Ug.
Shs12,000,000
Ug.
Shs132,000,000
Total Sales Ug.Shs16,000,000 Ug.
Shs18,590,00
0
Ug.
Shs20,338,100
Ug.
Shs18,950,02
9
Ug.
Shs18,732,082
Ug.
Shs22,591,174
Ug.Shs24,234,905 Ug.
Shs20,571,62
5
Ug.
Shs21,910,50
8
Ug.
Shs23,961,634
Ug.
Shs27,336,078
Ug.
Shs148,846,012
Direct Cost of Sales Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Routine maintenance Ug.Shs2,500,000 Ug.
Shs2,675,000
Ug.
Shs2,862,250
Ug.
Shs3,062,608
Ug.
Shs3,276,991
Ug.
Shs3,506,380
Ug.Shs3,751,827 Ug.
Shs4,014,455
Ug.
Shs4,295,467
Ug.
Shs4,596,150
Ug.
Shs4,917,880
Ug.
Shs5,262,132
Small repair jobs Ug.Shs500,000 Ug.
Shs515,000
Ug.Shs530,450 Ug.
Shs546,364
Ug.Shs562,755 Ug.Shs579,638 Ug.Shs597,027 Ug.
Shs614,938
Ug.
Shs633,386
Ug.Shs652,388 Ug.Shs671,960 Ug.Shs692,119
Large repair jobs Ug.Shs15,000,000 Ug.
Shs2,400,000
Ug.
Shs3,500,000
Ug.
Shs4,800,000
Ug.
Shs4,000,000
Ug.
Shs5,000,000
Ug.Shs6,500,000 Ug.
Shs6,500,000
Ug.
Shs4,300,000
Ug.
Shs5,500,000
Ug.
Shs6,500,000
Ug.
Shs21,840,164
Subtotal Direct Cost of Sales Ug.Shs18,000,000 Ug.