Mission Statement

Mission of cartivo car wash is to provide completely satisfying and pleasing car wash experience
to each of our customer with automated technology. Our purpose of existence is to develop a trust
relationship with customers defined by honesty integrity and fairness. Your time is precious and we care
about it. Your automobile is valued and we will not abuse it. Your satisfaction is our prime goal and we
mean to provide it.

Target audience:

Population of Sukkur city is almost 1.2 million and 59% people of city are living in the urban
areas and more than 50% people are belonging to middle class and upper middle class. According to our
research and statistics, 70 to 80 thousands are car owners in the city. Most of the household car owners
they use to avoid to go on service stations and they just manage and maintain their vehicles at home
and on routine basis their driver maintain their car so our target will be 50% of the total car owners
which will be almost 35 thousands. And from them we think that almost 10 thousands customers are
those who will stick with the hand wash system so our target market will be 25 thousand car owners and
also the firms which are operating in the Sukkur areas. It is estimated from our team that almost 500
cars we will wash cars of different firms in one month.

Sukkur population
Approx. 1.2 M

Middle Class
55%= 0.56 M

Car owners at sukkur

70 to 80 (thousand)

Self service & hand wash

75%= 52000

Our target market

25%= 18000
Overview of Cartivo:

The Cartivo automated car wash service will provide customers a premium car service. Our
motive is to provide satisfaction to the customers in return of the price we will charge. We will provide
our customers the automated service by using the innovative and latest technology and machinery so
that the life of the vehicles of our customers become longer and their vehicles become secure from the
damages. In order to provide this type of automated car wash services, we are going to import the
machinery. We will provide this service by online booking but the core of our business will be based on
face to face transaction. Our main focus will be on middle class, upper-middle class and elite class
peoples of the city and we will also going to target the business sector and companies who own the
large number of vehicles and are concern about their maintenance. We want to earn the reasonable
profits by delivering our customers the best possible service and want to obtain and maintain the high
market share. The Cartivo automated car wash service will be successful as they are the first to use the
technology and machinery in this particular sector that will save the time of the customers and will
prevent the vehicles to be damaged. The Cartivo will charge relatively low prices as compare to the local
competitors.

Strategy
Cost leadership:

We are coming with process innovation and our prime goal is to provide auto wash services to
customers of Sukkur on relatively low prices. Many hand wash systems are already operating in the
different areas of Sukkur and people usually go them so it will be hard for us to get grater market share
on higher prices. So we will come with the cost leadership strategy because this will help us to get
greater market share. Our competitive advantage is our machinery which will lead us to get higher
market share. Our machinery is the best and if we compare it with the hand wash service stations its
performance is ten times more than those systems. Those concepts will be according to the economies
of the scale because we can provide services to more customers in lesser time and it will help us to
reduce our cost per additional unit.

Our prices will relatively low because we are new entrant in this market. We will charge 400
rupees for one car and we will provide specific tokens for that. This fee will be for individuals who are
coming randomly to us.

And our other target market is firms which are working in the areas of Sukkur like Engro and LU
biscuits, Sukkur Beverages, Tahoor Company, Rima cooking oil and distributions. It will be great option
for us to utilize it.

We will sign contracts with those firms and will offer them different packages and in this way we
can get more vehicles to wash which will result in higher returns and lesser will be cost per unit.
 Goals of Cartivo:
1st Semi Annum:

In first semi annum we will create awareness and promote our service in targeted customers through
efficient marketing strategies.

In first semi annum averagely we will provide services to 30 customers per day.

In first semi annum our firm will earn revenue of 2.7 million and expenses will be 1.8 million and we will
earn profit of almost .9 million.

2nd Semi Annum:

We will sign contracts with nine different firms who are operating in the Sukkur areas and almost 500
vehicles we will wash of those firms.

Our customers will increase in second annum of the business and we will provide services to 40
customers per day averagely.

In second annum we will earn revenue of 3.85 million and expenses will be 2.2 million and profit will be
1.65 million.

3rd semi annum:

Now we have crossed the break even and firm’s customer is increasing. Our revenues will be 5 million
and expenses will be 2.25 million and profit will be 2.6 million

4th semi Annum:

Our revenues will be 5.5 million in 4th semi annum and expenses will be 2.35 millions so total profits will
be 3.15 millions.

Product/Services
The latest version of the value added automatic car wash “CARTIVO” will be installed with a
limited number of retail outlets to provide a unique experience in terms of a highly automated car wash
facility at SUKKUR with an added dimension of flexibility, convenience and speed. We believe in quality
trust is more precious than anything else. We assure you to provide qualitative services at reasonable
prices. CARTIVO car wash is offering a high tech car wash facility with various value added features and
special packages, an experience truly worthwhile. The main objectives of CARTIVO is to enhance the
customer’s expectations , set new benchmarks and of course above all, to make one’s experience even
more rewarding, initial feedback will be encouraging.
 Location & Size of the Business
Sukkur is the 14th largest city of Pakistan and 3rd largest city of Sindh and its population is round
about 1.2 million.

According to the 2010 estimations of Pakistan, at least 59.50% of the population of Sukkur
district was urban, making it the third-most advanced district in Sindh. It means that 885000 are living in
urban areas of Sukkur.

Our target market is middle class and upper middle class of the Sukkur city because we are
providing services to those persons who own vehicles like employees, business persons and also local
persons.

People who are living in urban areas we have estimated from the available information and
statistics that almost 23% of the urban people have their own vehicles it means our size of the business
is about 195000 vehicles only which are present in Sukkur urban areas and also we have targeted firms
like Engro and LU Biscuits to provide them services in order to extract profits from the untapped market.

People of Sukkur love their vehicles and they mostly try their level best to maintain their car’s
outlook so it is great chance for us to extract profits from the market and provide best services in order
to maintain competitive advantage and also in this way we will resist our competitors to come into the
market. Here in Sukkur market there are many hand wash service stations but we are the first who are
coming with the idea of automated wash systems and people will love this because their vehicles and
time will be saved and they can get the services at the affordable prices

Location of our business will be on Sindh society airport road. Initially we will start our business
and the place we will hire on rent. We will pay rent for 1500 square feet garage where we will integrate
our two auto car wash systems.

Need for Equipment

We will import machinery from Australia because their machinery is word famous and they provide
them on relatively less prices as compared to their competitors.

We will import two auto car wash systems;

Touch Free Car Wash

(8 - 12 cars per hour wash bay 7m - 9.5m)

Auto wash supplies two models of touch free car washes from and Belanger in the USA. Each model is
differentiated by different strengths -

Some of the unique advantages found in our touch free car wash range include: the possibility of
retrofitting one of our machines in a 7m wash bay (usually min. 9.5m), a machine that comes equipped
with dryers as standard and auto-resetting breakaway wash arms, a touch free with hands-down the
highest wash quality in the market, and a touch free capable of washing and drying a car in 3 minutes
(usually 7-8 minutes to achieve this).
01- Tunnel Car Wash Equipment:

(30 - 200+ cars per hour wash tunnel length 20 min – 50 min)

We will buy tunnel car wash equipment from Auto wash systems who will buy from
America’s best tunnel car wash manufacturer, Belanger Inc. Each manufacturer has
differentiating strengths and we can point to many successful installations in Australia and
thousands of installations around the world.
 PESTLE Analysis
Businesses Sectors are growing in Sukkur city now a day’s which helps Sukkur to move towards
development. Trends and living standards are changing so; this is an opportunity for us to help our
customers to maintain their life styles by initiating a business which will offer them the products of their
need. For installing/starting our business in Sukkur we need Government's support which is important
for any business to start. This may help us to operate our business without any complexity under the
regulations and laws of the Government. In Sukkur, to register a Small Middle Enterprises is very easy
because of no complex documentation process. It hardly takes few weeks to be registered. Banks will
help us to finance our business at reasonable interest rate. We will satisfy customer’s need by offering
their demanded products. As we know that the disposable income of Sukkur citizens is increasing day by
day, this is enhancing their living standards. As people of Sukkur live in joint as well as nuclear family
system & latter’s ratio is increasing because both partners are working same like that of big cities, which
increases their purchasing power. People's preferences and demands are also changing day by day, so
they want to spend more today on their needs and demands than saving for their future. Sukkur citizens
want such facilities which save their time & energy because most of people belong to business sector. By
keeping this view of consumer's increasing income and their spending along with their demands, our
business will try to provide them such a facility which will save their time with efficient & quality services
with high level for satisfaction. This implies that we need to use technology that satisfies customers at
lower cost (economies of scale) and so that customers can get their services within short time.
Technology saves time as well as helps to work efficiently and effectively. Sukkur environment is being
polluted by the firms which do not use technology in their businesses but our company will use such
technology which will make the environment clean and safe.

Five forces’ influence on auto car wash Company:

As our business is new in the Sukkur region no one has yet initiated this business. We are the
first mover in automated car wash service therefore the rivalry impact will be less so, there will be
monopolistic nature of our business but competition will be with the non-automated car wash business
holders. That will not have much impact on our company due to automated nature of our business. Our
business is rare having complexities for others to be imitated and have huge level of satisfaction for the
customers.

The other impact on our business could be of threat to the new entrants. The future of
automated car wash system seems very profitable. And every high profit generating company attracts
many investors. And they rush towards that business to enjoy high profit margins. And as our business is
new in the market and have high potential to earn great profits, new entrants can be a big threat for the
company. Competition’s nature will be changed from monopoly to oligopoly and it can be converted in
to pure competition. In this condition our price setting power will be reduced, and profit margins can be
low. For overcoming this threat many measures can be taken like we are the first mover in this region
and we can have expertise in this field as compared to new entrants owing to that expertise we will
follow cost cutting strategies, and through this way our company will again enjoy high profits.

The third influencing factor is threat of substitute; our biggest substitute is non automated car
wash system. But with the new technologies, time and money saving strategies for customers many
customers will be attractive towards our services.
 The fourth factor is of bargaining power of customers, the business is new and unique having
monopolistic nature. The bargaining power of customers will be very less. They will not bargain on price
due to finding no any other competitor in the market. It will be beneficial for our company. It will lead us
to set our prices. In this way we will be the price setter. And buy using skimming pricing method we will
grab high profit margins initially with high prices.

The fifth factor that has a great influence any business especially those businesses which are
running in pure competition. The factor is “bargaining power of suppliers “.

The bargaining power of supplier is when supplier demands more prices for the material they
supply. Suppliers’ bargaining power increases when they see company is earning high profits by
charging high prices or when there is huge demand of the raw material which any supplier provides. In
these both cases bargaining power of supplier increases and they start demanding high prices for the
raw material, our business is new and there is no competitor therefore the bargaining power of supplier
will be very less. But it will impact when the market nature will be changed from monopoly to
competitive market so they will find many other businesses demanding raw material and they ultimately
will start bargaining on prices of the raw material.

Industry Analysis
Global Environment or Demographic trends:
Good car maintenance is important to keep your vehicle looking and running like new. Besides basic
maintenance such as replacing tires or checking tire pressure, oil changes, and fluid checks, regular car
washes can maintain the look of your vehicle. In the real world however, where busy schedules and daily
commuters are a commonplace, a mix of both methods may be the best approach. Hand washes along
with the corresponding additional steps such as claying, polishing and waxing should be done whenever
time allows, for best results. Automatic washing and quick detailing should be done after particularly
dusty days or any time weather is particularly severe, in order to help slow the accumulation of dirt and
grime. By combining both options as time allows, you can essentially have the best of both worlds and a
cleaner, better looking car as a result. Automatic car washes are more popular than ever because they
save time and hassle.

Unlike the bristle brush systems of the past, today’s car wash facilities are equipped with an array of
modern soft cloths and sprays to protect your vehicle’s finish.

Globally people are using auto wash services because hand wash systems consume lot of time and these
systems contaminate water and pollution directly into the environment.

Local environment and demographic trends:

As we have selected Sukkur and its premises to service. People of this area used to go to the local
service stations and they wait more than one hour at least for servicing. In interior Sindh there is no
automated service station so people of Sukkur depend upon this hand wash service stations in order to
maintain their vehicles. People of Sukkur who are car owner have really appreciated the idea of auto
wash service station because it will save their time and also provide them greater utility as compared to
hand wash system.

Local Competition, Strength and Weakness:

Competitors of our business do exist in remote areas to Sukkur but they are not technology based and
our services will be totally technology based Which is itself a kind of strength for our business, but if we
find any competitor then still we will be able to sustain our competitive advantage because of some
strengths of our business:

We are first mover in Sukkur city and using technology along with technological knowledge.

We will produce at high level with low cost within minutes.

Our Services will be available 24/7

In the local competition, we may face the threat of new entrance in the market as well as the threat of
substitutes. As the number of competitors and substitute products increase, we will have to face the
greater power of bargaining power of customers, but it will not effect on our profits because we will
operate in different regions and cities of country.

Market positioning:
Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.

It depends upon three factors. First we select our target customers. We are going to serve in the area of
Sukkur and here is bulk of the population who really don’t like the hand wash systems so first of all it will
be necessary for us to make them aware about our presence in the market. Our target market
customers will be upper middle class and elite class. Then we will closely observe our key competitors,
as there is no player exist in this market who is providing automatic wash system facilities but there are
many good hand wash service stations and they have quite good image in front of people so it is
necessary for us to use effective promotion strategies to promote automatic wash systems in order to
gain competitive advantage.

Competitor’s analysis:
Competitor’s analysis is all about market intelligence because it will directly or indirectly make
our business successful or failure. This helps us to understand that how competitors are surviving in the
market and how they are capturing the targeted market and through which ways they are grabbing
market share, and above all how we are creating competitive edge without compromising on our profits
and loss of targeted market. It’s all about our strategies to survive in market by maintaining our image in
customer’s eyes. So after having a detailed competitor analysis we have concluded that we have to
strengthen our strategies against our competitors, thus we are going for cost leadership strategy and
process innovation by providing automated car wash services to the customers

There are three types of competitors.

Direct competitors:

As there are already many hand wash car services in market and they are also doing well up to some
extent and customers also prefer them so, hand wash systems are our direct competitors and at initial
stages of our business it will be hard for us to capture the market in which competitors are already
providing their services. They are providing hand wash services with low technology and manual work at
relatively higher price and there are no promotional activities from their behalf so there is gape for us to
grab opportunity by providing automated car wash services and people prefer them because they don’t
have better option than hand wash.

Indirect competitors:

Our indirect competitors are the home car washes.

Potential competitors:
Our potential competitors can be hand car wash system because they are already present in the market
they know the customer’s needs and problems so they can import machinery and can directly compete
with us.

Other potential competitors can be large show rooms and filling stations who are already present in the
market and don’t have any financial problem they can copy our idea and import machinery to operate in
this area so they can give us tough time. For us competition is very high in the market and many
potential customers are already there.

Marketing Research:
We had conducted research from sample of 40 people and following are their responses:

80% of the people we conducted research lies between the ages of 18-40. Among them 95% were male
because interior Sindh in mostly male dominant society and females are not allowed to derive and it is
also not safe for women to derive here due cultural and safety issues. From 95% almost 70% people
don’t have drivers for their vehicles/cars. From that 70% people round about 50% people are aware
about automated technology. More than 30% people are willing to go for automated car wash services
and among them almost 18% of people are willing to prices more than 500.

Situation Analysis
A situational analysis is a critical review of your current business situation. It serves as a starting point
for marketing plan. It consists of information about current product, market opportunities and
challenges so that we can device a clear path from current to desired situations.

As we are operating in service sector so in order to provide faster and better quality services to our
customers we are coming with process innovation in order to make sure that our customers will gain
maximum utility for what they are paying. Automated car wash services are being considered as best as
compared to the hand wash services because it doesn’t harm vehicles during cleaning.

Due to competition we are coming with cost leadership strategy so we have set low prices as compared
to our competitors in order to capture the market because people of Sukkur are regular customers of
the hand wash services and due to lack of awareness regarding technology it will be difficult for them to
switch so, we will charge less with high quality services than competitors in order to attract more
customers. Hand wash service stations averagely charge 500 to 600 per vehicle but we will charge 400 in
order to get maximum number of customers in short period of time.

We will use different marketing strategies to create awareness among people of Sukkur because for our
business awareness is very necessary, if we became successful in it we will gain competitive edge over
competitors. We will advertise our business through local cable network, bill boards and through direct
marketing.

We expect that first semi annum will be difficult time for us because in it we have to make our
customers aware about our services as they can be loyal to our services and if we became
successful then chances for higher profit margins will increases because still no one is providing
automated services with process innovation in the market so chances of growth are also high in
this market.
The factors that can affect our market are law and order situation and political changes.
Normally Sukkur is a peaceful city but uncertainty is always there so if law and order situation
will not be good in future than people will avoid coming out of their homes and this will hugely
affect our profits. Other factor is area in which we are operating because if it will be convenient
and peaceful to our customers then they will frequently visit our station so for that we have
selected best area in which we can operate easily.

SWOT Analysis:
SWOT analysis is powerful tool that can help decision makers achieve their goals and objectives.
It allowed us to bring transparency to various factors that can affect the achievement of their business
goals and objectives.

Strengths Weaknesses
Innovative idea Limited flexibility in pricing
Latest machinery High dependency on electricity
Online Booking New in market
low pricing strategy
Attractive packges

SWOT
Threats
Opportunities Lack of awarness among
customers
Urbanization
Big showrooms and filling
Flexible work hours for stations
customers
Perceptionn of customers
large target market
Strengths:
Innovative idea: The Cartivo is entering in the market with an innovative idea that has never done
before in the city.

Latest Machinery: The Cartivo is going to use latest technology and machinery for car service. This will
be the business’s strength because this will save a lot of customer’s time and prevent their cars from
damages.

Online Booking: There will be highly visible website for online booking to facilitate our customers as
they can be able to reserve their slots to get their vehicles serviced in advance. There will be also lists of
prices and packages for our regular customers and firms along with feedback page for customer’s
responses to further update our service station according to our customers.

Low Price: The Cartivo is going to charge very low prices from the customers in exchange of their
premium services as compare to their competitors (hand wash services).

Attractive Packages: The Cartivo is planning to give the some of the packages to their regular
customers and will give a special discount to customers who are coming to us for services on the weekly
and monthly basis.

Weaknesses:
Limited flexibility in prices: There is huge competition in this business due to availability of local
competitors so there is limited flexibility in prices we can’t charge high prices from customers because
they will switch towards competitors. We have to wait till our customer’s become aware about our
business till that we have to bear loses up to some extent because our start up cost is high and profits
will be low at initial stages of our business.

High dependency on energy: A our business is highly dependent on electricity so in case of shortage
of power supply create disturbance for our business in terms of customer’s dissatisfaction and loss in
revenues.

New in Market: As we are new in market with automated service station so there are reasonable
chances of failure for our business due to following factors:

 Shortage of Power supply

 Low prices due to high competition
Opportunities:
Urbanization: As world is moving towards more technological era and human life has become so damn
busy that almost every member of family is on the job so people don’t have time for their social life and
not even to service their vehicles so it is great opportunity for us to target such customers who don’t
have time. So we are going to facilitate them by providing automated car wash service stations.

Flexible working hours for customers: Our services will be available 24/7 with minimum time span
so, our customers can visit us in their flexible work hours.

Large target market (Domestic and commercial): We are going to serve the individuals who don’t
have drivers for their vehicles and commercial or business sectors because firms don’t engage their
employees for car washing they are responsible for production so there is gape for us to operate and
serve them. Through this way we can move for other franchises in future which is also opportunity for
our business to expand and serve in other cities as well depends on demand for our services. We can
expand to wash more than just cars e.g. trucks, large vehicles and plant equipments. In our business
there is ability to decrease the fixed costs as a percentage of individual sales as volume increase.

As our customers will increases per unit cost will decrease which will help us to decrease our prices in
future in case of any competition and will be able to give tough time to our competitors.

Threats:
Lack of awareness: The Cartivo is coming with the latest technology and machinery and there is lack of
awareness and knowledge among customers and only few customers are aware about it. Most of the
people are thinking that it as harmful and dangerous for their vehicles to service with the automated
machinery. According to our perception it can be our main weak point if we became unsuccessful to
gain customer’s trust and confidence regarding our business.

Big showrooms & filling stations: Big car dealers like showrooms, filling stations can enter in this
business because they have good contacts with customers and suppliers of technology so they will be
possible threat for our business because they also have capability to import technology and can capture
our market share.

Perception of customers: Perception of customers that there is no quality difference in hand and
auto machine wash.

For most of customers there is no quality difference in hand machine wash system and this is also threat
for us because it is not easy to change their perception. So for that we need to launch such campaign
and promotional activities that hit their mind and perception and for that need much finance which may
affect our revenues. We may need to increase costs of staff training for quality customer services and
friendly interpersonal skills.

Marketing Plan:

Product:
Cartivo will provide a high quality service according to customer’s needs. We are going to satisfy their
needs by saving their time, money and by taking care of their vehicles. We are coming with innovative
process which will satisfy people of Sukkur than ever before with high quality services on relatively low
and affordable prices.

Features:
Our services will be through innovative techniques and modern technology imported from Australia. We
will facilitate our customers in unique way that will also protect their vehicles, car polish and
depreciation will be low. We will also provide our customers the facility of online booking for their car
service.

MARKETING STRATEGIES:
The extensive marketing with multiple channels would be our strategy we will be more focused on main
area of Sukkur. So for that we rent size of billboards to promote our auto car wash service in addition we
use multi-channels i.e. electronic media, social media and local cable TV and print media parallel to this.

Marketing Goals:
First marketing objective is to attract at least 5400 potential customers and ventures per annum.
Contracts with nine different firms who are operating in Sukkur and almost 500 vehicles will get service
from our service station.

Achieve 70% of service awareness among the people of Sukkur in initial first year.

Build a trust with high quality relationship with clients by empowering employees.

Bring 20% of internet user of Sukkur on our website and social sites.

Capture brand awareness.

Marketing Objective:
As the basic and core objective of our business is to provide qualitative services at minimum time. We
deal with problem of time consumption and putting you in queue for long hours during car wash. We
are inaugurate this business for middle, upper middle class and for business sector as well because
according to survey they have shown their concern towards such services and have decided to pay for it
keeping in view the affordability (survey results are in appendix).

Competitive edge:
Our direct competitors are hand car wash systems serving Sukkur city so we have following competitive
edge over them:

Our marketing strategies

Our industry academia linkages

Pricing policy

Additional services after car wash such as lubricants and Mobil oil changing for our regular and big firms.

Marketing Mix strategies:

Marketing strategy is very important for our business. We can develop better marketing strategy if we
exactly come to know how much our target market is. We will make our marketing strategy on the basis
of pricing strategy, promotion strategy, and company location. We intend to make our marketing
department our strength and gain competitive edge on this too.

Pricing Strategy:
By focusing on cost leadership strategy, Cartivo will reduce its cost at the minimum level so that they
can charge relatively low prices as compare to their competitors. We will charge Rs. 400 for per car
service. We are also focusing on to provide certain packages to our regular customers and those
packages will be on the basis of car service on weekly and monthly basis. We will have a separate price
structure for the companies who will be in contract with us.

Our Competitor’s prices:

 Type of unit Per unit charges

Car PKR: 500

Prado & land cruiser PKR: 500/ 550

Van PKR: 600

Our Prices:
Type of unit Per unit charges

Car PKR: 400

Prado & land cruiser PKR: 400

Van PKR: 400/450

Place/Location of Service Station:

CARTIVO has decided to be established at the best location at Sindh society Air port road Sukkur this
location has many advantages. We can provide our services easily because the area is too wide and
infrastructure and road map of this area is good as compare to other areas. It also creates our image
because the area is famous for the offices. It can be very convenient to the customers.

Promotion Strategy:
Our promotional activity aims to bring most of customers at our service station who are deprived of
quality services.

Advertising and Media Selection:

We have come up with the advertising plan which is focusing on local people first. It is not a
massive advertising plan because the type of S e r v i c e we are dealing in is self-explanatory; it will
attract customers once the word has been spread. And for spreading the word we would indulge in
following advertising media.

Electronic (TV Channels, Local Cable & Radio): TVCs appeal all the senses via creative audio video
content; we will develop TVCs and run those programs. Local Cable having a wide spread across
different geographies will also be utilized to run the TVCs. Radio spots will be developed to run on
regional as well as local radio channels (HUM FM, City FM, Radio FM)

Print Media (Newspaper and Magazines): Print ads include media such as weekend magazines daily
newspaper, Billboards, insert-ins in newspapers and pamphlets.
Online (Social Networking Sites): It is inexpensive and it has large impact on the lives of people.
According to survey and researches, people have started to focus more on internet and social media
than sitting in front of televisions. The exposition of TVCs has drastically decreased in recent past few
years due to growth of social networking. People are inclined more towards internet, thus it is an
effective medium to deliver the message across the audience.

We have developed our own website to promote our business, for online booking (where customers can
easily contact us from their homes), can get updates and also can suggest us for future services through
their feedback. This is our website link:

http://cartivowash.webs.com/
We also have developed face book page for our business to target the customers who are on face book
as well and it will help us to change the perception of targeted audience about the automated services
at minimum time period because according to our survey most of our customers were doubting services
within 10 to 12 minutes so for their satisfaction we have uploaded videos to change their perception
and for further information about automated services.

Direct Marketing:

This medium gives life to any business. We will indulge in direct communication with
different businesses operating in Sukkur and nearby areas banks most regular customers.

Sales Promotion:

We have positioned our service as a symbol of quality and prestige, therefore we would not indulge in
price and discount offers for the first few year of operations. For later stages there may be fluctuation
in pricing strategy depends upon situation and competition.
We will promote our services in universities where different students and other employees of different
regions are there. It is because educated person can better understand the advantages and quality
difference of such type of Services, and then s/he can tell his/her parents to avail such facilities.

We will also do advertise our business by fliers and catalogues. We will keep the contact number of
every customer so that we can ask them about the performance of our services time to time. This will
help in critical feedback and for the retention of our target customer.

Public Relations:
Press Releases:

Mutual relationship with the press media plays a vital role in creating positive word of mouth. We will
develop and sustain our relationships with the press by inviting them to be our guests while we will
inaugurate our services.

Corporate Social Responsibility (CSR):

As a socially responsible firm we will support the society by introducing services which are favorable
to environment. We will try to reduce wastage of water as it is scarce resource because it is thorough
pipeline system not drilled through land especially in Sukkur and we will try to create jobs for people of
Sukkur.

Physical Evidence:
Physical evidence for our Service will be machinery which we are going to import from Australia and
outlook of service station. Prototype of our services will be displayed outside of service station.

Process:
A touch less car wash is one of the new advancement in the car wash industry. The Older machines with
large brushes and hand wash systems have known to cause damage to the paint of your car; here is its
whole process:

The touch less car wash equipment first must wet your car since you can’t apply soap on a dry, dirty
vehicle. The system will move around the car with low pressure nozzles. Special car wash soap is then
applied to the car. The system passes by all parts of the car, and sprays the soap all over. It can soak in
while it is finishing the soaping of other parts of the car. The nozzles then turn into high pressure power
washers, which will clean the soap off the car. This will get everything off the car, and could even be
repeated in longer wash cycles. After this is done, the touch less car wash can then put wax on, clean
the tires with special cleaners, or other options. It is then time to dry your car, which is done with high
pressure air blowers. These are great because they will not create water spots that can occur when
drying. These systems are very accurate, and have sped up car washes, being able to do many more per
hour than when done with human help.

Marketing Budget:

Budget Allocation
Advertising (Electronic, Print, Brand activation, outdoor, online)
Sales Promotion
Public Relation

5%

20%

75%

Marketing Channel Total % of

Budget

Advertising:
Electronic 30
Print 20
Brand Activation 10
Outdoor 10
Online 5

Sales Promotion:

Sales Force Incentive Plan 10

Retailer Incentive Plan 10

Public Relations:
Corporate social responsibility 2.5
Press Release 2.5

Operational Plan
Value Proposition:
This plan helps us to determine what sort of operational activities
(Primary activities) will be performed by our business. These tasks
 Operational Plan
Value Proposition:
This plan helps us to determine what sort of operational activities (Primary activities) will be performed
by our business. These tasks help to build image in the eyes of customers.Cartivo is unique in terms to
provide such fast and efficient services to our customers who have short span of time as compared to
our existing competitors.

Value chain model:

Inbound Activities:This part include purchasing of imported machinery and the service plant from
Australia, purchase of inventory to perform our functions of washing cars so we need detergents, small
machinery, lubricants etc and to communicate with our key suppliers to provide services efficiently and
effectively to satisfy customers.

Operations: Operations include whole process of car cleaning, managing inventory, records of online
orders and time management of customer’s turn and other related tasks.

Outbound Activities:
We will provide faster services to our customers at our service station along with additional services
such as Mobil oil changes, polishing, waxing etc with online registration as well as manually.

Online ordering is option for those people who have very busy schedules and don’t have time for their
car wash they can register their vehicle number and timing of arrival to get services. While for regular
customers and firms there are certain packages and advantages to encourage them and to maintain
good relations with them.

Supporting Activities: Supporting activities help us to create competitive advantage against

competitors to build an image of our business which is:

Imported technology:
Our automated car wash machinery will make our services faster and efficient and will save labour’s
efforts. We will call technicians from foreign in order to maintain and repair of our machinery. We will
always try to make sure that our plant is in working condition so that we can avoid any interruption in
future.

Human Resource Management:

Because we are at initial stage of our business we are going to hire 2 workers, 1 computer and 1 guard.
We will recruit the employee through referrals and we will hire the more efficient employees for our
business. We will provide them trainings if they require and will motivate them to increase the
efficiency.

Procurement:
We will purchase the raw material from local markets in bulk quantities which will cost us relatively low,
there will be no fixed suppliers of raw material for our business.

Infrastructure:
Our infrastructure would be quite convenient for the customer. The cartivo is going to open its service
station on the airport road Sukkur because more vehicles are available in this area. We will implant two
machines on our service station and for that reason we require two rooms and in order to make our
customers prevent from disturbance and irritation, we will have a waiting room.

Setup Resources:
We need to register our business and this is not much complex process to registered, so for registration
we have estimated the cost of 120,000 rupees, as our business is legal having less safety issues and will
not affect on the health of general public. For electricity setup we have estimated the cost of 100,000
plus backup plan for generators while considering the issues of load shedding at Sukkur and will make
sure that the safety for our employees should not be compromised at any point.

Personnel:
Guards:

We will need two guards for the shop one for morning duties another for evening because of the
security issue. We will not take any risk will provide maximum safety to the business as much as can be
possible.

Electrician:

We will hire an electrician who will deal with the small shortcomings of the machinery, circuits and
problem with start up of the machinery. He will be our full time employee.

Caretaker:

We will hire a caretaker for the shop who will turn the equipments on and off and will keep the shop
neat and clean. And he will also turn the generator on when electricity is not available.

PARTNER
There will be four key
partners of the business
with equal partnership
share. That will be 25%
for each partner.
Business transaction process
On the first day of our business the company will be in its transition phase where the customers will get
aware of the new service in the region.
The transaction will start from:
key
SUPPLIER
The key supplier of the
company will be from
Australia. we will
import machinery from
there. And secondly for
other raw material like;
 Lubricants
 Paints
 Detergents
 polish
 and wax
We will talk to retailers
and they will be our
key suppliers of our
that raw material.
ACTIVITIES:
Our key activities will be
 Providing best
Cleaning service
 Toning cars
 Managing token
 Taking care of
sequence of tokens
 Check and balance
of foot count
(turnover), revenue
and profit.
 Ordering raw
material timely.
Above all our key activity
will be providing best out of
best service to the
costumers .
 1
2
Customer
Customer has
willing to
two options to
get car
avail services
wash
service 3) Online
booking
4) Getting
token by
hand
3

Getting
number
4
and time
from
chosen Getting car
options washed in 10
minutes.
Paying fees
and giving
feedback by
buying
behaviour

5
Collecting
fees and
recording
revenue in
financial
statements.
 Management plan

Managing director

Operational Accounts Marketing manager

manager officer

Managing director:

The managing director of Cartivo will be zeeshan Ali. He is doing his BBA from IBA and possesses great
leadership skills; he manages things in a very fabulous way. He is one of the partners of cartivo having
25% share in the business. He is the potential officer of the business he will look into every operational
and strategic task of the business. Will take strategic decisions along with other three partners and with
consent of all partners will make major decisions.

Operational manager :

the operational manager of Cartivo is Shama parveen baloch, she is doing BBA in HRM from IBA. She
posses brilliant skills of managing operations and dealing with the people. She is suitable for the job
owing to her great grip over managing resources and people. She is also the partner of Cartivo having
25% of the share in the business.

Accounts officer:

The accounts officer of Cartivo is Bakhtawar Shaikh she is doing BBA in finance from IBA. She is very
good in managing accounts and making financial reports of the business. She is also the partner of
Cartivo having 25% of the share in the business.

Marketing manager:

the marketing manager of the cartivo is Mohammad Saifullah. Having 25% of the share in the business
and having extraordinary marketing skills. He is good at promoting business and creating potential
customers of the business. His nature and traits are perfectly suitable for the job owing to his skills we
have selected him as the marketing manager of the business.

Executive board:
The executive board of the cartivo will be consisited of the four partners mentioned earlier.
They all will take major decisions of the business. They will deal with the all type of
requirements of the business, the operational tasks, and strategic decisions. They all are the
backbone of the business. and are responsible for long term and short term decisions.