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Market Analysis Summary
Auto Paradise will be focusing on Angelo State University students, local residents and Goodfellow Air force Base drive-by traffic for repeat customers. The volume of drive-by traffic (approx. 14,000 – 17000 cars/day) will provide a high volume of opportunity customers. Our most important group of potential customers are those customers who live and work in the immediate area. Those college students, college faculty and local residents who will want a quick, quality car wash at a competitive price. We will also aggressively pursue building relationships with the local car dealerships to develop additional business opportunities.
4.1 Market Segmentation
1. College Students/Faculty, Local Residents and Goodfellow Air Force Base traffic.
2. Drive-by Opportunities: 1998 Department of Transportation data indicates the following:
- Avenue N car count: 14,000 cars per day.
- Bryant Avenue car count: 37,000 cars per day (37,000 – 14,000 = 23,000 additional cars).
|Year 1||Year 2||Year 3||Year 4||Year 5|
|Avenue N Car Count||3%||14,000||14,420||14,853||15,299||15,758||3.00%|
|Bryant Avenue (Additional Car Count)||3%||23,000||23,690||24,401||25,133||25,887||3.00%|
4.2 Competition and Buying Patterns
Extensive research indicates that the mild winter climate in San Angelo will support steady year round sales. Further, Auto Paradise’s location and marketing campaign will attract residential, Angelo State University and Goodfellow Air Force Base customers.
Direct competition is limited to outdated “tunnel” or friction car washes, lube and wash and convenience stores.
Auto Paradise will boast the Laserwash 4000 “touchless, spot-free” system.Laserwash is widely recognized as the leader in automatic car wash systems. It will also have attendants on duty Monday – Saturday to provide additional customer service and car preparation. Washing Equipment of Texas (WET) of San Angelo will provide all car wash supplies, equipment and maintenance support. The Laserwash system is a fast, convenient, high quality car wash system that does not damage your car, while offering a great value to its customers. Auto Paradise will increase its customer base by also offering four self-serve bays for those “do-it-yourself” customers.