Marketing

Executive SummaryExecutive Summary

Our new business, Spankin’ Clean Car Wash, Our new business, Spankin’ Clean Car Wash, will provide the Brawley School Road area with an will provide the Brawley School Road area with an affordable and much-needed car wash. Our affordable and much-needed car wash. Our company is owned by five people that will do company is owned by five people that will do everything in their power to make this business everything in their power to make this business happen. Our employees are carefully selected to happen. Our employees are carefully selected to make sure they are hard, careful, precautious make sure they are hard, careful, precautious workers, and not slack- offs. They will follow all workers, and not slack- offs. They will follow all directions given to them and make sure they do not directions given to them and make sure they do not damage anything, or steal anything in the car. We damage anything, or steal anything in the car. We will monitor each one from time to time. Our will monitor each one from time to time. Our customers are utmost priority and we plan to mould customers are utmost priority and we plan to mould our business around that.our business around that.

Type of BusinessType of Business

We plan to provide a fast, high We plan to provide a fast, high quality, low priced service for our quality, low priced service for our

customers. We will strive to reach all customers. We will strive to reach all customers needs and wants. Since customers needs and wants. Since we are conveniently located off of we are conveniently located off of Brawley School Rd, we are certain Brawley School Rd, we are certain

our business will do very well against our business will do very well against our competition.our competition.

AgreementAgreementWe, the owners and founders, of Spankin’ We, the owners and founders, of Spankin’ Clean Car Wash, will dedicate our selves Clean Car Wash, will dedicate our selves to the successfulness of the business at to the successfulness of the business at all times. We will provide ourselves with all times. We will provide ourselves with a clean, safe and helpful environment to a clean, safe and helpful environment to work in. We plan to stay employed with work in. We plan to stay employed with

or company for at least 5 years.or company for at least 5 years.

Business PhilosophyBusiness PhilosophySpankin’ Clean Car Wash’s philosophy is to Spankin’ Clean Car Wash’s philosophy is to provide the highest quality car wash in the provide the highest quality car wash in the Mooresville area. Our car wash will have Mooresville area. Our car wash will have

the potential to attract many customers in the potential to attract many customers in the area, because of the convenience of the area, because of the convenience of the location, common rain, and lack of the location, common rain, and lack of nearby car washes. Spankin’ Clean Car nearby car washes. Spankin’ Clean Car Wash plans to use this revenue to pay Wash plans to use this revenue to pay back the debt that will come when the back the debt that will come when the

business is first started. We believe that business is first started. We believe that customer satisfaction is of utmost customer satisfaction is of utmost

importance in this matter, and we will importance in this matter, and we will mould ourselves around that.mould ourselves around that.

Mission StatementMission Statement

Our goal here at Spankin’ Clean Our goal here at Spankin’ Clean Car Wash is to provide the best Car Wash is to provide the best

quality car washes, while at the same quality car washes, while at the same time, at a low and competitive price. time, at a low and competitive price.

We hope the customers will enjoy We hope the customers will enjoy their experience and come back their experience and come back

frequently.frequently.

Spankin’ Clean Car Wash will Spankin’ Clean Car Wash will provide:provide:

Great PricesGreat Prices

Friendly EmployeesFriendly Employees

Quality ServiceQuality Service

Comfortable Waiting AreaComfortable Waiting Area

Self AnalysisSelf Analysis Aaron Jenkins – PresidentAaron Jenkins – President

Education and Training - I graduated from the University of Education and Training - I graduated from the University of Southern California with a Bachelor's degree in business Southern California with a Bachelor's degree in business

administration and a masters degree in business associates. I administration and a masters degree in business associates. I also assisted my father in running his construction business by also assisted my father in running his construction business by making sure everyone did what they were supposed to, but I making sure everyone did what they were supposed to, but I

decided it would be better for me as a person to take on a decided it would be better for me as a person to take on a larger and more interesting business.larger and more interesting business.

Strengths – I am very good with math and leading employees to Strengths – I am very good with math and leading employees to do their job and do it right.do their job and do it right.

Weaknesses – I can get very conservative when it comes to Weaknesses – I can get very conservative when it comes to moneymoney

Plan for the company – I believe I can use my skills I learned in Plan for the company – I believe I can use my skills I learned in college to lead the employees, and make the customers happy. college to lead the employees, and make the customers happy.

Joey Noone – Vice PresidentJoey Noone – Vice PresidentEducation and Training – I attended University of Education and Training – I attended University of South Carolina school, I have assisted my mother South Carolina school, I have assisted my mother in running her business, but decided to leave and in running her business, but decided to leave and become a Vice President of a company not family-become a Vice President of a company not family-

owned.owned.Strengths – I am a very social person and can Strengths – I am a very social person and can

easily persuade people to help better themselves easily persuade people to help better themselves and our business. I am a peoples person and and our business. I am a peoples person and

always put my customers first.always put my customers first.Weaknesses - I can occasionally become lazy and Weaknesses - I can occasionally become lazy and

lose work ethic in situations that I am not lose work ethic in situations that I am not interested in. I can also have a habit of being too interested in. I can also have a habit of being too

conservative with my money.conservative with my money.Plan for the company – As a vice president, I will Plan for the company – As a vice president, I will

help run and expand the business and help lead it help run and expand the business and help lead it to become one of the most well known and to become one of the most well known and

profitable businesses in the area.profitable businesses in the area.

Dominic Dremel – Vice PresidentDominic Dremel – Vice PresidentEducation and Training – I graduated from UCLA Education and Training – I graduated from UCLA with a masters in business management. Once I with a masters in business management. Once I

got out of college I was a manager at a local got out of college I was a manager at a local retail store. Now I want to start up my own retail store. Now I want to start up my own

companycompanyStrengths – I am very organized and am good Strengths – I am very organized and am good

with documents. I am also really good at with documents. I am also really good at managing businesses.managing businesses.

Weaknesses - I sometimes get off topic and Weaknesses - I sometimes get off topic and struggle with financial information.struggle with financial information.

Plan for the company – As a Vice Present I will Plan for the company – As a Vice Present I will manage this company and help it become manage this company and help it become

successful. I will work with the President and successful. I will work with the President and other Vice President to run this business.other Vice President to run this business.

TJ Shutler – TreasurerTJ Shutler – TreasurerEducation and Training - I attended the Education and Training - I attended the

University of Pennsylvania where I earned a University of Pennsylvania where I earned a masters degree in Business finances.masters degree in Business finances.

Strengths – Hard working and a financial Strengths – Hard working and a financial expertexpert

Weaknesses – Sometimes cannot attend Weaknesses – Sometimes cannot attend work for various reasons, in which I will do work for various reasons, in which I will do the needed work at my place of residence.the needed work at my place of residence.

Plan for the Company – I will manage Plan for the Company – I will manage finances and suggest profitable financial finances and suggest profitable financial

decisions.decisions.

Cameron Deese – SecretaryCameron Deese – Secretary

Education and Training - After I Education and Training - After I graduated from Lake Norman High graduated from Lake Norman High School I went to Appalachian State School I went to Appalachian State

where I earned my degree in where I earned my degree in business and accounting.business and accounting.

Strengths – I have a few years of Strengths – I have a few years of business experience.business experience.

Weaknesses – This is my first time Weaknesses – This is my first time having such responsibilities in a new having such responsibilities in a new

business. business.

Personal FinancesPersonal Finances

Aaron JenkinsAaron Jenkins

Regular Monthly PaymentsRegular Monthly Payments $1,241$1,241

Household Operating ExpensesHousehold Operating Expenses $386$386

Food ExpensesFood Expenses $450$450

Personal ExpensesPersonal Expenses $947$947

TotalTotal $3,024$3,024

Joey NooneJoey Noone




Personal ExpensesPersonal Expenses $1,450$1,450


Dominic DremelDominic Dremel




Personal ExpensesPersonal Expenses $1,450$1,450


TJ ShutlerTJ Shutler






Cameron DeeseCameron Deese






Trading area analysisTrading area analysisGeographic DataGeographic Data

We will be located on Brawley School Road, so our primary We will be located on Brawley School Road, so our primary market will be the Lake Norman area in the Brawley School market will be the Lake Norman area in the Brawley School district stretching throughout the town of Mooresville, North district stretching throughout the town of Mooresville, North Carolina. We choose this location because of the booming Carolina. We choose this location because of the booming

economy of Mooresville and the high traffic in this area; we feel economy of Mooresville and the high traffic in this area; we feel this will trigger sales.this will trigger sales.Demographic DataDemographic Data

We do not expect age, race, or gender to truly affect our We do not expect age, race, or gender to truly affect our demographic market. However, we believe that we will primarily demographic market. However, we believe that we will primarily serve middle to upper class families as a car wash is generally a serve middle to upper class families as a car wash is generally a

luxury. The Mooresville area that we are in is very high traffic luxury. The Mooresville area that we are in is very high traffic therefore we feel this location will also trigger sales in this therefore we feel this location will also trigger sales in this

thriving area.thriving area.Psychographic DataPsychographic Data

Our primary psychographic market is anybody who is concerned Our primary psychographic market is anybody who is concerned with keeping their car tidy and clean.with keeping their car tidy and clean.

Economic DataEconomic DataPopulation in July 2007: 21,708. Population change since 2000: Population in July 2007: 21,708. Population change since 2000:

+12.5%+12.5%Estimated median household income in 2007: $51,732 (it was Estimated median household income in 2007: $51,732 (it was

$42,943 in 2000)$42,943 in 2000)

CompetitionCompetitionOur competition is limited to other Our competition is limited to other car washes in the Mooresville area. car washes in the Mooresville area. Our goal is to make customers want Our goal is to make customers want to come to our car wash rather than to come to our car wash rather than other car washes. We will achieve other car washes. We will achieve

this by providing better quality this by providing better quality service and cheaper prices.service and cheaper prices.Competitor Car WashesCompetitor Car Washes::

Auto Bell – HW 150, Approximately 5 Auto Bell – HW 150, Approximately 5 minutes away.minutes away.

Pro Details – Stutts, Approximately 3 Pro Details – Stutts, Approximately 3 minutes away.minutes away.

Target MarketTarget MarketOur target market will be the average, middle to Our target market will be the average, middle to upper class lifestyles. Typically these are people upper class lifestyles. Typically these are people who make $60,000 + a year of net income, who who make $60,000 + a year of net income, who

can live comfortably, afford food, shelter, can live comfortably, afford food, shelter, clothing and some personal wants. Most of these clothing and some personal wants. Most of these people will own a car that values $10,000 + and people will own a car that values $10,000 + and

care about keeping it clean. We will sell to care about keeping it clean. We will sell to people who live in middle-upper class people who live in middle-upper class

neighborhoods such as; The Point, The Harbour, neighborhoods such as; The Point, The Harbour, The Farms, Isle of Pines, Morrison Plantation, The Farms, Isle of Pines, Morrison Plantation,

Sundown, Harbour Cove, Bridgeport, etc. Sundown, Harbour Cove, Bridgeport, etc.

Customer Buying BehaviorCustomer Buying Behavior

In talking with many potential In talking with many potential customers in our target market over customers in our target market over

the past 18 months, we have the past 18 months, we have determined that it is a need for a car determined that it is a need for a car

wash in this area. The nearest wash in this area. The nearest potential competition is potential competition is

approximately 1 mile away, which is approximately 1 mile away, which is a detailing shop approximately 3 a detailing shop approximately 3

minutes away and our proposal was minutes away and our proposal was well received by members in our well received by members in our

target market.target market.

Analysis of potential Analysis of potential locationlocation

Buy, Build, or Lease?We plan on buying a building with the land that we are purchasing and modifying that building to suit our car wash’s needs.

Competing or Complementary BusinessWe are a competing business as we want as many customers as possible and we believe that is the way to go.

VisibilityAccording to many sources, about 25,000 vehicles travel down Brawley School Road in one day. We are very easily visible and a great stop for someone waiting in traffic.

S.W.O.T AnalysisStrengths Weaknesses

Location- rising populated area - Brand new Upper class area and jobs - In debt

Friendly employees - Large expensesQuality and cheap service - Low experience level

Snacks and Drinks - New ownershipClean environment

Opportunities ThreatsAdvertising - Competition

High income area - PricesLocation - Seasons

Market growth - Advertising

Why Choose Spankin Clean?Why Choose Spankin Clean?

Service based to satisfy youService based to satisfy you

Better Quality service for cheapBetter Quality service for cheap

We won’t try to sell you We won’t try to sell you anything you don’t wantanything you don’t want

We focus on catering to your We focus on catering to your specific needsspecific needs

3 Month Plan3 Month Plan

3 Months: Three Months prior to the grand 3 Months: Three Months prior to the grand opening we will have bought the building and opening we will have bought the building and

will begin the construction to allow it to suit our will begin the construction to allow it to suit our needs.needs.

2 Months: Two Months prior to the grand 2 Months: Two Months prior to the grand opening we will start to pay for the water bills, opening we will start to pay for the water bills,

electricity bills, etc.electricity bills, etc.

1 Month: One Month prior to Grand Opening all 1 Month: One Month prior to Grand Opening all work will be completed on the building. work will be completed on the building.

Everything will be ready to go we will start to Everything will be ready to go we will start to hire and train employees and also begin hire and train employees and also begin

advertising.advertising.

Proposed OrganizationProposed Organization

Type of OwnershipType of Ownership- Partnership- PartnershipSteps in Establishing a business:Steps in Establishing a business:

1. What to sell1. What to sell2. Determine reasonable price on car wash and 2. Determine reasonable price on car wash and

accessories based on town’s potential need of accessories based on town’s potential need of good/servicegood/service

3. Who to sell to3. Who to sell to4. Where to sell the product4. Where to sell the product5. Receive a business license5. Receive a business license6. Find Workers who would qualify to wash cars and meet 6. Find Workers who would qualify to wash cars and meet

the standards of the businessthe standards of the business7. Buy Supplies7. Buy Supplies8. Promote our business8. Promote our business

Proposed Good/Service:Proposed Good/Service:Manufacturing plans and inventory Manufacturing plans and inventory

policiespolicies-Inventory/Supplies will be checked by given -Inventory/Supplies will be checked by given

employees on a weekly basis. If the employees on a weekly basis. If the inventory/supplies are not correct, the inventory/supplies are not correct, the managers will investigate the matter. If managers will investigate the matter. If

stolen supplies are suspected, the police stolen supplies are suspected, the police will be notified and we will press charges.will be notified and we will press charges.

SourcesSources-We plan to purchase our supplies needed -We plan to purchase our supplies needed

from various sources.from various sources.-Our main supplier will be a credible internet -Our main supplier will be a credible internet

source.source.

Proposed Marketing PlanProposed Marketing PlanPricing PoliciesPricing Policies::

We will offer the most reasonable price, because We will offer the most reasonable price, because the satisfaction of our customers is our goal. We the satisfaction of our customers is our goal. We want to keep reasonable prices, so we can stay want to keep reasonable prices, so we can stay above the rest of the competition, and a happy above the rest of the competition, and a happy

customer is always a good customer.customer is always a good customer.Promotional ActivitiesPromotional Activities::

We will send out fliers to highly populated We will send out fliers to highly populated nearby neighborhoods. We will put ads in both nearby neighborhoods. We will put ads in both the Pennysaver and the local newspaper, as we the Pennysaver and the local newspaper, as we feel the word of mouth will spread very quickly, feel the word of mouth will spread very quickly, and pricy commercials are not necessary in this and pricy commercials are not necessary in this area. We will also paint our own cars to have the area. We will also paint our own cars to have the logo of our company, to inform those who may logo of our company, to inform those who may

not notice the building immediately.not notice the building immediately.

Hours OpenHours Open

Monday – Saturday: 8 am through 6 pmMonday – Saturday: 8 am through 6 pmSunday – 12 pm through 6 pmSunday – 12 pm through 6 pmOn common holidays or snow, we are On common holidays or snow, we are

closed.closed.

Hours WorkedHours Worked

President/Vice Presidents – Full TimePresident/Vice Presidents – Full TimeFour car washers – Full timeFour car washers – Full timeTreasurer/Secretary – When job is Treasurer/Secretary – When job is

finished, they leavefinished, they leave

Liability/DisclaimerLiability/Disclaimer

We will reimburse for any damage We will reimburse for any damage that is done directly by Spankin’ that is done directly by Spankin’

Clean Car Wash and its Clean Car Wash and its employee’s. Any other damage employee’s. Any other damage that is caused on the property is that is caused on the property is

the owners and/or person who did the owners and/or person who did the damage’s responsibility.the damage’s responsibility.

ServicesServices

Light External Clean:Light External Clean:

ProcessProcess: Offers a basic external cleaning that includes a : Offers a basic external cleaning that includes a basic body wash, that excludes windows, lights, tires, or basic body wash, that excludes windows, lights, tires, or spot cleaning. It includes a basic pressure wash and rinse.spot cleaning. It includes a basic pressure wash and rinse.

PricesPrices: : Car: $10Car: $10 Mini-Van: $12Mini-Van: $12 SUV: $14SUV: $14

Heavy Duty External CleanHeavy Duty External Clean

ProcessProcess: Offers a heavy duty treatment. It includes the : Offers a heavy duty treatment. It includes the basic, as well as windows, tires, bug and tar treatment, basic, as well as windows, tires, bug and tar treatment, wax, and polish.wax, and polish.

PricesPrices:: Car: $16Car: $16 Mini-Van: $18Mini-Van: $18 SUV: $20SUV: $20

Internal CleanInternal Clean

ProcessProcess: Offers an internal clean. It includes carpet : Offers an internal clean. It includes carpet cleaning, spot cleaning, floor mat cleaning, stain removing, cleaning, spot cleaning, floor mat cleaning, stain removing, scrubbing, bleach neutralizing, inside glass cleaning, and scrubbing, bleach neutralizing, inside glass cleaning, and vacuuming. The owner can choose to exclude any of the vacuuming. The owner can choose to exclude any of the above, as it might be harmful to the interior of their vehicle. above, as it might be harmful to the interior of their vehicle. Scrubbing varies between cloth and leather seats, as you Scrubbing varies between cloth and leather seats, as you will have different methods for each of them.will have different methods for each of them.

PricesPrices: : Car: $22Car: $22 Mini-Van: $24Mini-Van: $24 SUV: $26SUV: $26

Land $3,000,000Office Space/remodeling $20,000Interior Items (Cabinets, lighting, etc)$10,000New Pavement $30,000Vacuum's and other accessories $5,679Pressure Washers ($3,000*3) $9,000

Total $3,074,679

Basic Start-up Costs

Basic Start-up MateriaBasic Start-up Materiall

Crevice Tool $119.95Floor Tool $199.95Spot and stain remover $17.95Polish $27.95Wax $26.95Tire and trim dressing $27.95Clear coat $29.95Bleach neutralizer $14.95Hand cleaner $11.95Bug and tar remover $24.95Glass Cleaner $14.95General Cleaner $10.36Brush Set $94.95Floormat Brush $4.95Regular Brush $19.95Carpet Protector $195.95Carpet Protector Disp. $39.95

Carpet Protector Dispens. $39.95Microfiber Towel $1.49Towel Cleaner $29.95Paper Towels $17.95Latex Gloves $11.95Caddy $14.95500 Seat Covers $69.95Spray Bottle $1.50Nozzle $1.29Compressed air sprayer $29.95

Price $1,062.54

Monthly Expenses:Advertising: Monthly YearlyFlyers $100 $1,200Newspaper/Pennysaver $520 $6,240

Total $620 $7440

Other

Electricity $1,050 $12,600Water $600 $7,200

Telephone/Internet $87.95 $1,055.40Gas $225 $2,700Garbage Pickup $150 $1,800Alarm System $125 $1,500

Total $2,237.95 $26,855.40

Cleaning Supplies $3,187.62 $38,251.44

Misc.

Misc. Office Supplies $100 $1,200Management Payroll $29,650 $355,800Payroll $12,850 $154,200

Total $42,600 $511,200

Total Expenses $48,646 $583,747

Monthly YearlyPresident $6,050 $72,600Vice President # 1 $6,050 $72,600

Vice President #2 $6,050 $72,600 Treasurer $5,700 $68,400 Secretary $5,800 $69,600

Total $29,650 $355,800

Regular Workers

Monthly YearlyTotal $12,850 $154,200

Payroll Management

Financial IncomeFinancial Income

Avg. SpendingAvg. Spending # Of People# Of People TotalTotal

Per DayPer Day $14$14 175175 $2,450$2,450

Per WeekPer Week $14$14 12251225 $17,150$17,150

Per MonthPer Month $14$14 54255425 $75,950$75,950

Per ¼Per ¼ $14$14 1627516275 $227,850$227,850

Per YearPer Year $14$14 6510065100 $911,400$911,400

Overall Financial ResultsOverall Financial Results

Income First YearIncome First Year:: $911,400$911,400

Start-up CostsStart-up Costs::$3,075,742$3,075,742

Monthly ExpensesMonthly Expenses:: $583,747$583,747

DebtDebt:: -$2,748,089-$2,748,089

We believe that, due to the increasing population density on We believe that, due to the increasing population density on and around Brawley School Road, we plan to pay back our and around Brawley School Road, we plan to pay back our

debt by the fourth year, as we believe our profits will debt by the fourth year, as we believe our profits will increase each year. By the time we pay back our debt we increase each year. By the time we pay back our debt we

should be well known as such businesses are on a should be well known as such businesses are on a populated area like Brawley School Road.populated area like Brawley School Road.

Marketing

Education

brawley school

quality service

car washes

spot cleaning

car wash

vice president

target market

food expenses