Pro Car Detailing

Fast and Dynamic Deep Car Detail Cleaning

LDSBC ENTR Semester Project

Kanika Srey, Alejandra Martinez,

Detzani Torres, Wilhem Ficquet, Ian Valderas

August 4, 2016

Index
Executive Summary
Description of the Business
What is our business?
What market need/ opportunity/ pain does it address
Market/Industry Research
Market size, trends, total addressable market
Who is the competition and how will we compete

Operational Plan
Organizational Strategy
Management/Operation Strategy
People Strategy

Financial Plan
Pro Forma Income Statement

Sales and Marketing Plan

Our target market (and why they are our target market)
Our plan for reaching them
Our message

Conclusion

Executive Summary
Business Name: Pro Car Detailing also known as PCD
Mission Statement
Fast Deep Car Detailing Cleaning
The Value Proposition is at home Car Detailing Cleaning.
Become a leader in on-site Car Wash by providing our clients with a solid service that saves them both
time and money.
Overall Purpose
Provide Fast Car Detail Cleaning to people that do not have enough time to go and clean their car in a car
cleaning self-service shop. To clean the car in hours when the customer is not using it, thus creating value
by making the customers time more efficient. This is a solution, for example, for people that cannot stop
using their car while at home or work. (office workers -women and men - between 25 and 60 as well as
businessmen of all ages). Small to medium sized companies and government organizations.We perform
this activity by taking away the burden of washing your car by your own and offering a fast professional
car detail service that cannot by well done by the customer itself.
Legal Structure
Due to the fact that we are a startup we are opening an LLC, that will allow us to pay less taxes, not have
as much of a risk if we fail and be more flexible to expand the business in the way we wish to expand it.
Location
Due to the nature of the business we will locate our office in
downtown of Salt Lake. Our geographic area will cover the
Salt Lake Valley at first. This is a good location due the
exponential businesses growth and its offices; also, Salt
Lake Valley is a place where people trust their goods to
people and businesses they know and have good prestige.
The customer books our service on our webpage; once an
appointment is booked; we go to the location and give our
services to the client. They can also just call to book an
appointment with us or through our web page .

Vision
Our vision is to get bigger, open more locations with its own team and expand nationwide. Our project is
to recruit in the future, young entrepreneurs that want to start their own business by franchising. We will
Franchise our idea and help young entrepreneurs that have a desire to open a business to be part of the
growth of the business.
Description of the Business
Pro Car Detailing specializes in providing car clean detailing. We are expert at what we do. We have

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professionals that can deep clean your car in about 45 minutes. In return, businessmen, office workers and
small-medium organizations, will have this worry taken away from their shoulder. We come to customer
to relieve them from a burden.
Marketing & Marketing Overview
As marketing strategy we are going to use social media platforms and radio advertisements targeting
office people, a sales agent that will be in charge to promote our services to small-medium business or
government organizations. In addition, we will have flyers at automovel repairs and shops as well as and
radio advertisement with the intention to reach as many potential clients as possible.

Description of the Business

Pro Car Detailing is a new company that will provide high detail car cleaning services to its clients. PCD
is scheduled to begin operations on January 16, 2017. Pro Car Detailing will be a Limited Liability
Company, owned and operated by the 5 members of the Pro Car Detailing Company.

The PCD Founders have left their respective part time jobs in order to specialize in car detailing to small
and medium sized businesses as well as private customers (office workers- women and men between 25
and 60 as well as businessmen of all ages).
Because we are new in the Industry we are going to offer more than our competitors. Our business hours
will be from 6:00 a.m. to 8:00 p.m.
Pro Car Detailing will target small to medium sized companies and government organizations within the
Salt Lake Valley and Surrounding Areas. Pro Car Detailing will seek major contracts with medium sized
firms and Educational Institutions.

The primary objectives of Pro Car Detailing over the next year are to:
- Managing well the star up own capital of 40,000 to cover startup costs and initial operating expenses
- Generate one new client contract a month by networking with key industry leaders
- Generate a net profit of $218,380 in the first year of operations by developing a strong client base and
keeping overhead costs to a minimum;

Pro Car Detailing operating office (calls, schedule and e-mails) will be located at:
650 W South temple, Suite D 107
Salt Lake City UT

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The office space is leased and will accommodate the necessary office equipment such as computers, fax
machine, photo copier and other engineering equipment.

Market/Industry Research
Industry
The Car Wash industry has had an annual growth of 2.9% for the last 5 years and is planned to keep
growing at an annual rate of 1.65 till 2021. It produces a revenue of $ 10.1 bn and a profit of $1.9 bn.
Only 67.4% of the companies are focus on detailing.

In this industry operators clean, wash and wax automotive vehicles, that include passenger cars, trucks,
vans and trailers. Also establishments.
Our main competitors are establishments that have been in the market for several years and self car
washing places, and that are known for their professional job as Drop detail, Prestige auto detail ,
Clear-FX Auto Refinishing etc. However, due to the nature of these establishments of having a certain
place where clients have to take their cars, they don't represent a different model of competition.
ProCar detailing will offer offices services. This will add the advantage for our clients to save time and
effort of having to use their time to drive their cars to be washed. Instead, they can be at their job,
business office or school while their car is being wash and be ready by the time they need to leave. We are
a company that offers a different approach to go where our customer is, that kind of service in the Market
that is our main strength against our competitors.
In addition, we are planning to develop a web page where clients can request services via internet and
schedule according to their own time. The client will personalize the service for his car by specifying
where he is located, when and at what time he needs his car to be done, what are his cleaning preferences
or if there is a particular place or spot he wants close attention. Also the level of detail cleaning he needs.
It can be from a quick clean body car or a deep interior (carpet and seats full wash) and exterior clean up.

Operational Plan
Organizational Strategy
Our company is has five shareholders, Kanika Srey, Alejandra Martinez, Detzani Torres, Wilhem Ficquet,
and Ian Valderas. Who also are going to have different functions.

The COO will be responsible for the achievement of the companys objectives and goals, as well as
reporting to the shareholders the advances, and challenges.
The Vice President of Marketing well be responsible to create an effective marketing strategy using the
tools previously described. She also will be responsible to supervise our sales representative.
The vice president of Operations, will be in charge to keep the customers by making sure the clients are
satisfied with our services as well as finding ways to improve constantly and finding ways to make a
more efficient job for the cleaning crew. She will also will supervise the cleaning crew.
The vice president of HR, will be in charge to find the right people to form the cleaning crew as well as
manage all aspects related to the legal, training and hiring process of the employees of the company.
The vice president of Finance. Will be responsible for giving support to the marketing and operations, as
well as achieving the expected monthly profits, and securing capital when needed.

Management /Operation Strategy

Our employees will be grouped in crews that will be assigned to an specific area, where they will have
assigned specific business, or neighborhoods, etc. Every crew will have a leader that will be in charge of
supervising, leading the crew and reporting to their district manager. The district managers will report to
the to us the owners. We will have assigned certain district managers to manage and rate the district

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performance. Based on the monthly performance of the districts we will compensate high performance
monthly.
People Strategy
Pro Car Detailing cares about its employees. We understand that they are a key element for the success of
the company. We want to give the option to take one day off every month.
We want to offer job opportunities for students and people with limited employment options for that
reason our shifts will be part time and full time.
Financial Plan

Sales and Marketing Plan

Target Personas
We will focus on the group of the following people:
Office workers/ Businessmen
Small to medium businesses
Government organizations
Male and female between 25-60
Married with children

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Plan For Reaching Our Audience
We ask our families and friends to spread the words about our business.
We also plan to create a Website, an account on Facebook, Instagram, Twitter and Youtube. We will do
social media advertising for the first step.

Facebook Ad Target Information

We will boost our page on Facebook and Instagram based on the target audience information. We will
work on Website and use the Google AdWord for helping our business. Plus, we use flyers to help reach
our audience by posting at Auto Repairs Shops around Salt Lake City. We will contact with employers of
small and medium businesses to share about the information of our services. We will look for the strong
influencers or references to help us spread the word. We plan to reach more fans by radio advertising in
the next few months.
Our Message
Pro Car Detailing is working really hard to satisfy our customers and make them feel like having a new
car. We want our customers to ride in a very neat car and not to worry about the messy. We will take care
of it and make the car new everyday. Say no more for the messy smelly cars!

Conclusion
Pro Car Detailing is a family business that provide loyalty and great services to our customers. We make
busy peoples life easier and consider their cars as our own. We make sure that there are not even a tiny
spot or mess on our customers cars. We care about customers and quality of our services. The smile on
customers face will appear when they see the result of our services. We are happy to help save their times
and make the cars fresh and clean.