The following topics describe our competitive edge, marketing strategy and sales strategy.
Marketing in our car wash business relies on the name recognition of the Laserwash system as an industry leader and the "curbside" appeal of the site for first time customers. Quality service will bring customers back time and time again. Also, use of a local radio station and the "word of mouth" advertising of satisfied customers will grow our customer base. We will offer a competitive price for all budgets. Our base wash will be $5 and our deluxe wash will be $8.
We start with a critical competitive edge: there is no competitor in San Angelo that offers a 2-bay, 24 hour, automatic and self-serve combination car wash. Our competitors consist of "event washes." We define "event washes" as self-serve, lube+wash, gas+wash and friction washes. Currently, San Angelo customers must plan significate time and/or effort to get a quality car wash. Our positioning in these areas are very hard to match if we maintain our focus on customer service, speed, quality and reliability.
Sales in our business is client service. It is repeat business. We will ensure the following elements are the building blocks of our marketing/sales strategy:
The following table and chart give a run-down on forecasted sales. We expect to average over $26,000 in overall sales by the third month of operation. Being an all cash business we also expect to at least break-even during the first two months of operation.
Because of the all-weather capabilities of the Laserwash 4000 system and the mild winters in West Texas, we expect to have relatively consistent sales throughout the year. Variable expenses have been averaged to account for fluctuation in price from season to season.
Plan years 2004 and 2005 have the income and expenses for two sites with the same assumptions for the second site during its first year of operation.
Projected Gross Revenue:
Note: All numbers assume a second site is opened at the beginning of the second year.