Car Wash Marketing Plan by Megadox

VIEWS: 211 PAGES: 12

Write a professional marketing strategy and action plan for your car wash business with this customizable Car Wash Marketing Plan template.
This Marketing Plan was originally written for a start-up company but could also be used for an existing car wash. The template includes:
- financial and budget projections with respect to marketing and promotions,
- a situational analysis,
- a marketing strategy,
- a SWOT (strengths, weaknesses, opportunities, threats) analysis,
- instructions to help you complete each section,
- a Confidentiality Agreement to protect against disclosure of your proprietary information, such as financial data.
The Car Wash Marketing Plan template is fully editable to fit your particular circumstances.

More Info
									                           [NAME OF COMPANY]

                               MARKETING PLAN
                                            [date plan issued]




                                   Contact: [name], CEO [or President]
                                                [address]
                                         [phone no. & fax no.]
                                                 [email]
                                                [web site]




    The information contained in this marketing plan is confidential and proprietary to [NAME OF
  COMPANY] (the “Company”) and is intended only for the persons to whom it is transmitted by the
    Company or its representatives. Any reproduction of this document, in whole or in part, or the
   divulgence of any of its contents without the prior written consent of the Company, is prohibited.

This is a marketing plan. It does not imply and shall not be construed as an offering of securities. Persons
             interested in pursuing an investment should contact their professional advisors.
- ii -
                                          - iii -


                              Confidentiality Agreement

The undersigned reader acknowledges that the information provided by [NAME OF
COMPANY] in this marketing plan is confidential. Therefore, the undersigned reader
agrees not to disclose any of such information without the express written permission
of [NAME OF COMPANY].


It is hereby acknowledged by the undersigned that the information to be furnished in
this marketing plan is in all respects confidential in nature (other than such information
which is already in the public domain through other means) and that any disclosure or
use of same by the undersigned may cause serious harm or damage to [NAME OF
COMPANY].


Upon request, this document is to be immediately returned to [NAME OF COMPANY].




Signature


Print Name


Date
                                                                                - iv -


                                                                 TABLE OF CONTENTS

Confidentiality Agreement .................................................................................................................................... iii
I.     Executive Summary ...........................................................................................................................................1
II. Situation Analysis .............................................................................................................................................1
    2.1 Market Summary ........................................................................................................................................1
    2.2 Target Markets ............................................................................................................................................1
    2.3 Market Needs ..............................................................................................................................................3
    2.4 Market Trends .............................................................................................................................................3
    2.5 Market Forecast ...........................................................................................................................................3
    2.6 SWOT Analysis ...........................................................................................................................................3
    2.7 Competitors .................................................................................................................................................4
    2.8 Products & Services ....................................................................................................................................4
    2.9 Keys to Success ............................................................................................................................................4
    2.10 Risk Evaluation ...........................................................................................................................................4
III. Marketing Strategy ............................................................................................................................................5
     3.1 Market Entry & Initial Marketing Strategy .............................................................................................5
     3.2 Marketing Objectives..................................................................................................................................5
     3.3 Positioning ...................................................................................................................................................5
     3.4 Financial Objectives ....................................................................................................................................5
     3.5 Market Research ..........................................................................................................................................5
     3.6 Marketing Mix .............................................................................................................................................6
IV. Financials, Budgets & Forecasts ......................................................................................................................7
    4.1 Break-even Analysis ...................................................................................................................................7
    4.2 Sales Forecast ...............................................................................................................................................7
    4.3 Expense Forecast .........................................................................................................................................7
V. Controls ..........................................................................................................................................................8
   5.1 Purpose of Plan ...........................................................................................................................................8
   5.2 Implementation Milestones .......................................................................................................................8
   5.3 Marketing Organization ............................................................................................................................8
                                      I.       Executive Summary
[NAME OF COMPANY] (the “Company”) is in the process of being formed/created as [describe, e.g. “a
corporation incorporated under the laws of the State/Province of ___________”, “a sole proprietorship owned by
__________________”, etc], for the purpose of operating a high-quality hand car wash doing business
under the name “________________”. The Company will be managed by a team of _____________
experienced and motivated individuals.

The business will provide customers with exterior car washing, interior cleaning, and
_____________________ [list any other services to be provided]. The Company intends to offer high quality
personalized service, both in terms of the work done and in the area of customer relations.

The business will be located in __________________. The location is beneficial in terms of the market that
it will provide for the business. It is estimated that ____% of households in the immediate area have an
annual income of $_______ or more. Many people in this income bracket own or lease new vehicles, and
place great value on the appearance of those vehicles. There are also ____ car dealerships within ____
miles of the car wash, and these businesses will require washing and cleaning services for their fleets.

The Company’s goal is to have ___% market share of the hand car wash business in the _______ area by
the end of Year 3, and to convert a larger percentage of customers away from automated machine car
washes, which damage a vehicle’s finish. The Company will maintain a ___% gross profit margin and
make ___% net profit after the first 12 months of operation.


                                       II.     Situation Analysis
The business is entering its first year of operations. Management believes that a comprehensive
marketing strategy will be key to the success of the business. We offer a premium hand car washing
service that is far less abrasive than traditional automatic car washes, and this fills a basic market need for
vehicle owners who want to preserve and protect the look of their cars.

2.1     Market Summary

The Company has performed in-depth market research and has a great deal of knowledge and
information about the common attributes of our target customers. We will leverage this information to
better understand our customer base, their specific needs and how we can communicate with and serve
them better.

   POTENTIAL CUSTOMERS                     Growth    Growth       Year 1      Year 2      Year 3     CAGR
Individuals
Businesses
Dealerships
TOTAL

2.2     Target Markets

The Company’s target market includes the following geographic, demographic and behavior factors:

        Geographics:
        •        Our immediate geographic target is the ____________ area of the City of
                 ________________, with a resident population of ___________, ____ car dealerships and
                 _____ local businesses.
                                                    -2-


        •       A ___-mile geographic area, however, ___% of our business will come from within a ___-
                mile radius.
        •       The total targeted population is estimated at __________.

        Demographics:
        •       Male (___%), female (___%). These percentages are based on the generalization that men
                typically devote more time, money and attention to caring for their vehicles, whereas
                women tend to see their vehicles more as an object of utility. Women are thus more likely
                to frequent automatic car washes, where they save time and money, since they are not as
                concerned about preserving and protecting the car’s finish.
        •       Young professionals who work and/or live in the __________ area.
        •       Have attended college and/or graduate school.
        •       Income over $________.

        Behavior Factors:
        •       ___% of the target customers lease their vehicles.
        •       Personal image is personified by the make, model and condition of the vehicle they drive.

The Company segments its customers by type of vehicle ownership. We believe that the type of vehicle a
person drives can often dictate their car washing and detailing requirements:

•       Owners of new vehicles. These are the most likely individuals to use a hand car wash service, in
        order to preserve the appearance and condition of the car, and keep it looking new.

•       Owners of older luxury cars. These people are typically retired or near retirement age, and have
        either owned their current vehicle for a number of years and are very comfortable with it, or are
        unable to afford a new luxury car but want to continue to drive a high-end vehicle. These
        individuals want to keep their vehicles looking as good as possible.

•       Owners of sports cars or vintage vehicles. This group is comprised mainly of young to middle-aged
        men who consider the appearance of their vehicle of prime importance. Because they have
        usually invested a lot of money in their vehicles, hand washing is a must, in order to protect the
        paint and chrome and preserve the value of the vehicle.

•       Lifetime car owners. These individuals have owned their vehicles for more than 5 years, and are
        more likely to be women. This group generally brings their vehicle in for a wash only when it
        gets dirty, and are more likely to go to a drive-through automatic car wash than to a hand wash.

Secondly
								
To top