Pearl of Envy
Auto Detailing
Business Plan Created By:
Maurice Clark Sr.
Executive Summary
Name: Pearl of Envy Auto Detailing
Location: Sun Prairie, Wisconsin
Business Type: Sole Proprietor
Topic
The business we plan on opening is a car washing and detailing facility. The company
will secure contracts with local businesses to hand wash, clean, and detail their vehicles.
Furthermore, we will provide these services to walk in customers. We will be located in
Sun Prairie, WI. And serve the surrounding areas.
Mission Statement
Our mission at Pearl of Envy Auto Detailing is to provide quality car washing and
cleaning services to local firms and walk in customers. We strive to provide these
services at competitive rates while still maintaining modest profits. Pearl of Envy Auto
Detailing finds it important to provide up-to-date auto care services in Sun Prairie and
surrounding areas. Through these services we hope to better our community, employees,
and ourselves.
Organizational Plan
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Sole Proprietor
One owner, 2 part time workers
Owner will provide contributed capital of $5,000
Services
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Hand washing
Detailing; which includes: vacuuming, waxing, cleaning vinyl, glass and more
Fleet vehicle washing; provide employees with car washing vouchers
Pricing
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Range from $15 to $225 available in packages basic to platinum.
Competitive and psychological pricing strategy
Target market
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Local vehicle fleets
Middle to high class population of Sun Prairie
Age 25-Senior
Male and Female
Competition
Direct:
 Just Details
 Dolan Motor Sports
Secondary:
 Badger Car Wash
 Other car wash bays
 Automatic car washes
 Fundraising car washes
Indirect:
 Do it yourself
 Car dealerships
Promotion
Shotgun approach for walk in customers
 Local newspapers and the yellow pages
 Coupons in various places as an incentive for people to become our customers
 Word of mouth
Rifle approach to target fleet customers
 Send and hand out flyers to our potential customers
 Advertise in trade bulletins
 Word of mouth
Financial Projections
First year will be a startup year and no profits will be shown. Minimum losses may occur
but will be recovered in the future as profits start to be made.
Contingency Plan
If goals are not being met, we will look at the aspects of the business that are costing the
most and try to cut back costs. We will also try to bring in more cars and therefore more
revenue.
If goals are being exceeded, we will consider expanding the business and hiring more
employees to keep up with the increased demand and provide additional services.
Mission Statement
Our mission at Pearl of Envy Auto Detailing is to provide quality car washing and cleaning
services to local firms and walk in customers. We strive to provide these services at competitive
rates while still maintaining modest profits. Pearl of Envy Auto Detailing finds it important to
provide up-to-date auto care services in Sun Prairie and surrounding areas. Through these
services we hope to better our community, employees, and ourselves.
Goals
Short-term:
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Break-even within two years
Maintain residual income for the owners, investors and employees
Employee 2 part time experienced detailers within first year
Obtain 10 contracts with local businesses within first year
Lease car wash facility
Attract walk-in customers in addition the fleet service vehicles
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Purchase car washing facility
Expand clientele base by 100 percent
Clear at least $500,000 in net profit within 5 years
Rank as the Premier Auto Detail Shop for customer satisfaction in our region
Maintain a high number of return customers through top notch customer
service and reasonable rates.
Long-term:
* GOALS FOR IMMEDIATE REVENUE *
= $15.99 HAND WASHES.
= $39.99 EXPRESS INTERIOR.
= $34.99 HAND WASH/WAX CLAY JOB EXTRA
= SENIOR AND MILITARY DISCOUNTS
= BRING IN OUR AD & RECIEVE 10% OFF.
= FREE GAME OF BOWLING WITH EVERY DETAIL
= CAR AND BOAT SHOWS
Organizational Plan
Form of Organization: Sole Proprietorship/LLC
Management Structure:
Owner/Maurice Clark
2 Part-Time Employees:
Job Descriptions/Salaries:
Owner/Detail Specialist
Job Description: Oversee all financials, including statements and advertising, and daily
operations of business.
Salary: $35,000
Part-time Employees:
Job Description: wash cars, vacuum inside of cars, detail cars, clean up facilities, and all other
actions necessary to day to day operation of business
Pay: $8.00/hour (each 20 hours/week) Total paid for 2 part-time employees: $16,640/year
Benefits: Discounted car-washes, Bonuses and tips,
"Pearl of Envy Auto Detailing" will be operated and Located at 291 east Linnerud Dr.Sun
Prairie, WI. 53590
* Hours of Operation will be Mon. - Fri. 8am-5pm. Saturday 10am-3pm. Sundays optional.
* There is No other Exclusive Hand Car Wash/Detail Shop in or near Sun Prairie, WI. It will not
be difficult to attract New Customers during these summer months, however winter follows and
sales become slow. For this reason, "Pearl of Envy Auto Detailing" will target clients who will
not be restricted by the changing seasons.
Our company sales strategy will be on a personal basis. The Emphasis is to make Our Clients
feel like friends of business. Therefore Gaining loyal and Repeat Customers will be done by
Word of mouth along with Personal connections to Gain the Immediate Community.
Any other marketing and sales will be done Online by social media, my street team and by my
own personal websites.
Pearl of envy Auto Detailing will generate a very high gross margin and a respectable net margin
after year one. By year three Pearl of Envy Auto Detailing will have developed a modest yearly
net profit.
Competitive Analysis
Direct
Just Details
146 Columbus Street
Sun Prairie WI 53590
Brief Description:
Strengths:
 Location
 New to the area
 Eye catching facilities
Weaknesses:
 Lack of customer base
 Mostly old customers from previous owner
 Lacking reputation
Dolan Motor Sports
159 Clarmar Dr.
Sun Prairie WI 53590
Brief Description:
Strengths:
 Well Known
 Large facilities
Weaknesses:
 Expensive
 Long wait
 Older facilities
 Never Open
Secondary:
Badger Car Wash
Automatic car washes
Fundraising car washes
Indirect:
Do it yourself
Car dealerships
Comprehensive Marketing Plan
SWOT Analysis (Pearl of Envy Auto Detailing.)
Strengths
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Contract customers provides a steady flow of business
Walk-in customers
Newness of business customers willing to try new things
Competitive pricing
Great location
Certified Morraine Park Tech College Auto Detailing (2004-2005)
Great communication and Customer service skills
Pick/Delivery
Onsite (come to client) service
Weaknesses
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Shared place of business
No floor drain to get rid of water
No Heat
Lack of employees
High start-up cost for a new facility.
Expensive to start-up and operate while maintaining competitive prices
Opportunities
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Ability to diversify
Provide new services and sell car washing products
Large number of potential contract customers
Wash company work vehicles on contract
Purchase/expand facilities.
Operate a small used car dealership
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Existing competition
Lack of proper set up to move vehicles in and out
Low and hard to predict cash flow in the beginning
Threats
Target Market
We would like to have two primary target markets. We would like to target local vehicle fleets,
which we will perform services for after our regular business hours. We will build long lasting
relationships and contracts with these customers. We plan to target both the male and female
audience. We would also like to target the middle to high class population of Sun Prairie WI. In
this category, we would like to target ages 25 to 64. This age demographic is about 55.7 percent
of Sun Prairie Wisconsin’s population. (http://www.cityofsunprairie.com)
We feel that these are the walk-in customers with the most expensive cars and the ones who care
about their cars looking nice. These customers can afford to spend money on our pricy packages
and take pride and joy in their car’s appearance. Although we plan on targeting these two
categories, we will still advertise to the immediate population.
Product
For the Basic Package, Pearl of Envy Auto Detailing. will drive your vehicle through an
automatic car wash. Following the wash, they will vacuum out the vehicle. The Premium
Package will provide the services of the Basic Package plus they will clean the interior of the
vehicle and wash all of the windows on the inside. In addition, the Premium Package will clean
the tires and rims of the vehicle.
Price
We would like to use competitive and psychological pricing strategy. We will offer a 5%
discounts to fleet services companies that pay for contracted services upfront.5% to all first time
clients.10% for repeat customers or referrals.
Promotion
We would like to use the shotgun approach for our walk in customers. For this strategy, we
would like to advertise in local newspapers and the yellow pages. We would advertise with
coupons in various places as an incentive for people to become our customers.
We would like to use the rifle approach to target our fleet customers. We will send and hand out
flyers to our potential customers and advertise trade bulletins.
Place
We will be located at 291 east Linnerud Dr. Sun Prairie WI 53590. The walk-in customers will
bring their vehicles to the store to be cleaned. Pearl of Envy Auto detailing will pick-up the fleet
service vehicles during after business hours. We will clean the vehicles and return them before
the next business day begins.
Pearl of Envy Auto Detailing is funded and operated by Maurice Clark. His initial investment
was $5000 for start-up costs at the location 291 east Linnerud Dr. Sun Prairie WI. But do to a
high volume of clients Pearl of Envy is looking to expand to a second location which will be
based in Sun Prairie WI. This area has a number of benefits in terms of the market that it will
provide for the business. Many people in the neighborhood own or lease new cars and place a
great value on how they look. There are a large number of dealerships in area .At least six within
5 miles of the proposed location for Pearl of Envy Auto Detailing. This location is set up for
quick turnover of vehicles but does not have all the necessary systems to operate a hand car
wash/detailing facility. Because of this Pearl of Envy is seeking a loan or an investor to help
meet these goals. Pearl of Envy Auto Detailing is growing much slower than it could be because
at this time the company is being financed thru the growth of the company.
"Pearl of Envy Auto Detailing" is dedicated to Quality Customer Service, Promptness, High Quality
Appearance and a Commitment to Excellence. "Pearl of Envy Auto Detailing" will provide its clients with
the following major Car/Boat Detailing Services . . .
- Exterior Car Washing, Waxing & Buffing.
- Interior Cleaning & Conditioning.
- Truck and Boat Cleaning as well as light vehicle maintenance.
"Pearl of Envy Auto Detailing" will target these main groups of Clients:
- Fleet Services.
- Bus Companies.
- Limo Companies.
- New/Used Car Dealers.
- Show & Classic Car Owners.
- Boat Owners.
- As well as the Average Car Owners.
- Hotels with Concierge Services.
Estimated Profit & Loss FIRST YEAR OF OPERATION
Income:
Hand Carwash
$25 x 30 = $750
Full Detail Cars
$125 x 30 = $3,750
Trucks Complete
$150 x30 = $4,500
Express Details
$55 x30 = $1,650
Misc. Contracts
$1500
Boats
$1000
Estimated Monthly Income = $11,500
Expenses:
Loan payment
$500
Owner Wages
$2400
Employee Wages
$1200
Shop Rent
$1250
Lights & Water
$125
Business Insurance
$90
Shop Supplies
$225
Legal / Accounting Fees
$100
Estimated Monthly Expense = $5,890
Estimated Yearly Expense = $70,680
Total Year Income $138,000
Total Year Profit $ 67,320
Pearl Of Envy Auto Detailing
sets the competitive edge coming into this market because of its management.
Pearl of Envy Auto Detailing will be managed on a daily basis by its owner Maurice D. Clark Sr.
(certified auto detail/restoration specialist) my experience, leadership, communication /customer service
skills as well as his excellent reputation on both business and personal contacts are significant assets to
the future success of Pearl of Envy Auto Detailing in Sun Prairie WI.
I have been in the business of detailing "Anything with Wheels" and of course your marine watercraft
for over 15 years with experience.
References:
Weaver Water Works Carwash, Chicago Ill. (1989-1991)
Moraine Park Tech. College (2004-2005) certified for automotive detailing (interior/exterior) 435 hours,
3.1 GPA
Forest Hills Schools (2004-2005) basic interior/exterior automotive reconditioning 176 hour certificate of
completion.
Nordic Automotive LLC 623 e. Mifflin St. Madison WI.(2004-2006) Duties were to service, lube, and detail
vehicles under contract belonging to the State of Wisconsin, Dept. of Natural Resources and other
vehicles belonging to the University of Wisconsin.
In the past, Pearl of Envy Auto Detailing has been contracted by Badger Coaches, Care of Wisconsin,
Suburban Wheels, Zimbrick BMW, St Benito’s LLC and a few others.
Pearl of Envy Auto Detailing will not have a problem positioning itself to becoming the prominent and
premier Auto Detailing Company of Sun Prairie WI.
Needed Detailing Equipment and Supplies
1 air compressor
($350) Home Depot
1 pressure washer
($350) Home Depot
2 rigid wet dry vacs
($450) Home Depot
1 vapor steam cleaner
( $1500) www.Renew it.com
1 Mytee 20-110 Deluxe Prep Center
($2300) www.mytee.com
1 washing machine/dryer
($200) Home Depot
2 porter cable random orbital polishers
($400) AutoZone
1 cash register
($150) Office Depot
Miscellaneous detailing tools (towels, applicators, etc.)
($250)
Miscellaneous detailing products (waxes, sprays, etc.)
($250)
Miscellaneous Needs
($2500)
Needs Total =$8700
Dear valued new friend of Pearl of Envy Auto Detailing,
Please accept as our gift 10% off towards any service @ Pearl of Envy Auto Detailing
At Pearl of Envy Auto Detailing, we specialize in providing professional interior and exterior detailing
for everything from luxury vehicles to the family minivan. In addition to hand washing and waxing your
vehicle, we’ll make the interior look like new. We also offer boat cleaning/polishing and most of all things
which can restore your vehicle to its newest condition. We are committed to excellent customer service
and quality work. We are looking forward to serving you! For pricing and more info please check our
website.
Pearl of Envy Auto Detailing
291 east Linnerud Dr
Sun Prairie WI. 53590
(608)492-1224
www.pearlofenvy.com
Facebook@pearlofenvyautodetailing
In the year 2006, Clark’s Pearl of Envy Auto Detailing and Quick Lube Spot was established as a
sole proprietorship located at 921 Walsh Rd. Madison WI. By Maurice D. Clark Sr.
The purpose of this company was to become the prominent hand carwash that serves the greater East
and Northside of Madison Wisconsin. Due to the drop in economy and personal matters Maurice Clark Sr.
decided to close its doors
Since then, Maurice has moved to Sun Prairie WI and maintained his clientele by doing on the spot
detailing from his home, clients homes and places of business as well.
(References upon request)
Due to the high traffic volume from his home Mr. Clark decide to re-establish the business at a fixed
location near Angel Park (291 E. Linnerud Dr. corner of Park St.) year 2013 month of April under the
proposed name Pearl of Envy Auto Detailing.
In the Sun Prairie Area, Pearl of Envy Auto Detailing has no true competitors that offer a high quality
service as such and at a reasonable rate. Sun Prairie WI. is quite affluent and a lucrative place for a
business as such. With that being said, over 35% of its residents make over $50,000 a year. A greater
ratio owns nice vehicles and pride on their appearances. In addition, there are many local businesses that
have company cars that require clean appearances as well.