BUSINESS PLAN

EXECUTIVE SUMMARY

MARK 56 home car wash is a service provider for a quality car wash at
peoples door step. This service would be available for the residents of the
area of double road Rawalpindi and adjacent Islamabad residential areas.
Currently there is no such car wash service available in Islamabad or
Rawalpindi. This plan will serve as a road map to illustrate the capacity of our
services and profits may be utilized to expand the service in the executive
class residential areas of Islamabad. This plan would be basic guideline for
the owners to evaluate their business performance and decision making to
accomplish their mission and objectives in short and long term.

This service would be focused on satisfying the needs of the customers at

their door step any time. The young educated well mannered staff of Mark
56 home car wash and a unique way to market them would definitely give it
and extra edge over the existing competitors in this service. This is a basic
need for the people who have cars/vehicles and they would not feel
comfortable for getting their car washed and cleaned at a gas/petrol station,
waiting for a long time and wasting their precious time. We overcome this
problem of our customers by being at there door step with a reliable team
which would really help us to succeed.

BUSINESS

This new business enterprise will provide home service of cleaning, washing
and polishing; interior and exterior of car, trucks, motor bikes, jeeps, 4x4,
tractors and any other vehicle. It is found that people always want their
vehicle to be neat, tidy and having a polished surface. A majority of the
population owning a vehicle are willing to pay even more than what is
charged for the service but there are two major factors that makes the
vehicles untidy. First of all the roads of the area; as soon as there is a rain
shower, mud deposits on and near the roads is wedged with the moving
traffic, making the vehicle untidy. Second reason is the service station, they
do provide a satisfactory car wash service but people are very busy and no
one is willing to wait in the lines at the service station to get there vehicle
clean.

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Now any one in need of a wash service, can call us our contact number
(helpline) from anywhere (home/office/shop) and while the owner is busy in
his/her daily activities his/her vehicle will get the wash service desired by the
owner.

VISION

Our vision is to be one of a major role model for young generation

as the servants of society with creative and unique ideas to make
common man’s life easy.

This plan is the step towards changing the perspective of the society to
motivate and encourage them to be a part of nation building by holding
themselves socially responsible.

MISSION

The mission of Mark 56 home car wash is to provide top-quality washing

and detail service for all type of car/vehicle owners in Rawalpindi and
Islamabad with focusing all of its energy and resources on customer
satisfaction and value, while providing the team a reward of their hard work
and unique concept along with the best retunes to our investors.

OBJECTIVES

The main objectives of Mark 56 home car wash are as follow:

• The Car Wash’s mission is to become the recognized leader in its

targeted market for car washing.

• Achieve the break even within the initial stages of the business (as the
investment is not very high).

• Attract more than 100 customers within three months.

• Use the profits after a year to buy new equipment and broaden the
marketing plan.

• Within 1½ years of the business, expand the business to elite

residential areas of Islamabad.

• When our business is in the phase of increasing profits; take part in

social campaigns of motivating young students to play a role in nation
building and social responsibility for environment cleanliness. As our

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 business is related to cleanliness we want to promote this concept
throughout the society.

BUSINESS SUMMARY

MARK 56 home car wash is a new and unique home service provided by
young motivated and customer friendly team. It would help the people to get
their car washed without any tension or fatigue at their homes. The staff of
the company feels them self socially responsible for creating a friendly
environment for the society where citizens specially the young generation
can be motivated to help each other. The focus of our company is to satisfy
the customer needs at minimum cost with providing high quality, effective
and efficient service.

OWNERSHIP AND THE MANAGEMENT

Mark 56 car home wash is a private business started by a young energetic

team. The entrepreneur of the business is Danish Sultan who would also
perform the duties of a ‘finance manager’ that include all the decisions of
pricing, purchasing and investment etc. Other associates include Hassan
Ashfaq who would act as ‘operations manager’ and look after the operation
and the performance of team. Umer Siddiq would act as the ‘marketing
manager’ and finally Qasim Farooq would be ‘relationship manager’.

STAFF

All the 4 members listed in the ownership will act as the workers. Team A will
consist of Danish and Hassan where as Team B will be comprise of Umar and
Qasim. Staff having experience and belonging from the youth can be a plus
point for car washing business. The teams are not just good in washing but
they also do it effectively and rapidly. The aim will be that the will be total
satisfaction of the customer with our services. As this is a home car washing
business so it is important that staff should know how to deal with the
customers.

SIZE OF THE BUSINESS

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We will start the business at a small level. We will follow ‘guerilla
marketing principles’ as we will employee low amount of investment
budget to a targeted audience/ customer with unconventional and creative
services.

Estimated Income is showing positive indications and the surplus/profit will

be utilized for the expansion of the business by increasing the number of
employees and targeted areas respectively.

DEMOGRAPHICALLY

The location is the most important aspect in predicting a car wash's success.
The 9th avenue and Stadium Road is one of the most crowded areas in the
city. Almost every house owns a car and there’s also lot of shops and mall.
It’s an area which is not very clean, there’s almost dust everywhere so
mostly cars get dusty very soon. Front of the cricket stadium is an area
which is very crowded and can be a very good area for the car washing
business because very few people there have any servants and mostly
people live there do jobs so they don’t get time to wash their cars. There
countless number of shop, garages and CNG stations situated on the double
road; who could be the possible customers of the business. The 9th avenue
and cricket stadium road have very smooth road which will make our service
delivery time very fast.

OPERATIONS OF THE BUSINESS

Main operation will include washing the exterior with the (branded) car-wash-
shampoo. Cleaning the deposits of mud underneath the car. Using air blower
and vacuum cleaners, for removing dust from the interior and under the
bonnet. And at last polishing by means of polishing machine and branded
polish.

NATURE OF THE BUSINESS

As this is a service related business, there is a no such Cost of Goods to be

estimated. No doubt like every business, this business will also commence by
purchasing the assets such as air-blower, portable-vacuum cleaner, mini-
water pressure pump and polishing machine. And of course a contact
number (preferable cell phone; due to low cost, affordability and mobility).

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Car wash shampoo, polish, wash cloth and the transportation cost will be
accounted as operating expenses (daily expenses).

Initially the service will be provided in limited area, but if the business will
gain success and the idea becomes hit, there are expansion planes.

MARKETING

As potential demand is large in the target area, but at the ignition time of the
business; it is not possible that each and every one in the targeted area is
fully informed about the business and it unique services. Advertisement will
be made by poster. Broachers will be given to every home and shop located
in the area. Our loyal customer who will frequently and reputedly demand
services from us would be most attractive customers and will be given
priority.

MARKET ANALYSIS SUMMARY

The car wash will be based in Stadium Road and 9th Avenue, Rawalpindi. This
area has a number of benefits in terms of the market that it will provide for
the business.
As our home car washing business will save people time and provide them
the service at home so mostly it will appeal to everyone including mostly
those people who have jobs and can’t maintain their cars clean. Many people
in the neighborhood own or lease new cars and place great value on their
cars and how they look.

PROFILE OF PEOPLE LIVING ON 9th AVENUE AND THE STADIUM ROAD

The People live in this area are mostly middle class and most families have
just one car each. Mostly men in this area do jobs. They go early and come
back in the evening so they don’t have any time for the maintenance of their
cars. Many people in the neighborhood own or lease new cars and place
great value on their cars and how they look. Mostly people have age
between 20 to 50 which suits the target market and majority is of the males
because there are also malls and lot of shop where mostly males work. The

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income which mostly each family earns is not less than 50,000. The most of
the people are also educated. So this make the market very attractive
because most of the males will try to save their time and instead of going to
wash cars service stations, they will like to have it at homes or while they are
at work in the offices, shops, malls and other commercial and residential
areas in the region. And for those who don’t belong to this targeted region
can have their vehicle good as new in the time they are shopping in the
malls. Customers in the area will also be loyal to us because of the prices,
absence of direct competition and easy availability of a needed service
without any hesitation of time wastage.

CONSUMERS/CUSTOMERS

The first thing consumers usually do when they hear of a new service is
compare it to existing alternatives. Customers will buy from a new business
only if they perceive the value provided by that new business to be greater
than the value provided by existing competitors, and as there is no such
direct competitors in the market more and more people who are aware of
the upcoming business are willing to become the potential customers and
are ready to pay to achieve the services. As the number of customers is
initially low and there is almost no switching cost; the influence of the
customers is high. But the number of buyer is estimated to grow very
rapidly. Customers can easily compare a professional home car wash service
with the service given at the station or with the services of those
unemployed and unorganized people standing at the parking lots.

THREAT OF SUBSTITUTES
If getting a car wash from another place is a threat of substitute than Yes
there is a threat. But talking in the real terms, and taking into consideration
the fact the service provided is not just a car-wash; it is ‘home car wash’
than there is no threat of substitutes as workers working on the service
stations will never come to one’s house to clean the car and nobody will ever
think of inviting the people standing at parking lots to their houses for a car
wash, due to the security reasons. Thus proving that there is no or a very
small threat of substitute.

POTENTIAL ENTRANCE
Potential entrance is not considered a threat at this initial stage because of
the reason that the business is going to kick-start from a small level. And
there number of customers even in the early stages is lot more than the
potential load of the work that business could handle, so any entrance will
not be causing the loss of customers.

MARKET SEGMENTATION

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Targeted area has a number of benefits in terms of the market that it will
provide for the business. Many people in the neighborhood own and/or lease
new cars and place great value on their cars and how they look. There are a
large number of car dealerships in the area.

We have divided the market into different segments. We believe that the
type of car that a person owns is linked with their driving, car washing and
detailing requirements.

1. New car owners: Owners of newer cars are most likely to use a hand
car washing service. These owners take great pride in their cars and
will be very much pleased to get home car wash and detailed
service. The goal with these customers is to promote regular use of the
wash and detail service. The aim is to inform these customers that our
regular car wash will keep their car looking as good as it did the day
they drove it off the lot.

2. Older luxury car owners: These people have either owned their
high-end luxury cars for several years or are unable to afford the
expense of a new luxury car but want the feel of relaxed driving. Both
of these groups want to keep their cars neat and clean in the best
shape possible. Those who have bought second-hand cars will often
spend many hours in their cars and will place high importance on
keeping their cars looking good. These categories of owners usually
spend much time on cars maintenance and car wash services. So they
will feel very comfortable to have better car wash service at home or
at their place, in this way it will help them to have neat n clean car
drive.

3. Sports car owners: These people are often younger or middle-aged

men and will regard the look of their car as important. This class of
people can easily be targeted in Islamabad. They will also pride
themselves on the look of their car and will have their car hand washed
(at least) weekly. These drivers will have an occasional detail, but will
keep their cars so clean by having car wash service at their places.

4. Lifetime owners: Many of these people have owned their cars for
more than five or six years, and are more likely to be women. They are
attached to their cars as friends and though it may be more sensible
for them to purchase a new car, they basically cannot bring their car in
for a wash when the car is dirty. They like their cars to look
presentable, and want to keep it in good shape but are not tied up in

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 the look of their car. For this reason, again our home car wash will help
them to have neat and clean drive. They will feel very convenient by
having the car wash service at their home. It will save their precious
time too.

5. Dealerships: There are different new and used car dealerships within
the boundaries of both cities. These dealerships often use outside car
wash services to detail their vehicles before they are put up for sale.
Usually they do not have much time to take their cars at car wash
places to get them service, as they are car dealers. For this, it will be
very much easy and flexible for the car dealers to get their cars
washed in detailed at their place in reasonable price. It will save their
precious business time too.

6. Local businesses: Some local businesses have fleets of cars and

small vans that must be kept clean to maintain their company image.
These businesses will be looking for a cost effective, efficient car
washing service to perform this service, and will prefer to use a car
wash service during the week rather than during weekends, like the
general public. Our home car wash service will definitely going to help
them a lot in different ways.

TARGET MARKET SEGMENT STRATEGY

The strategy behind our home car wash target segmentation is to attract
customers who will be repeat users and will frequent the business in the
typically quiet times for a car wash business. It will not be difficult to attract
customers during the summer months and on the weekends, the weekdays
however, people will not think about having their cars washed. For this
reason, our home car wash service will target people who will tend not to be
restricted to these busy times.

1. Business customers (car owners) tend to be very busy people, and are
not often able to manage any free time in their demanding schedule,
so for this reason our home car wash service will definitely going to
give them quality work and will satisfy them. We have plan to offer
them with discount coupon which can be utilized during 12 pm - 5 pm
as this is the time that people don’t intent to exploit in car wash and
calls are least expected at these timing so this strategy will attract
people for a car wash in the off-peak timings.
2. Retired people are not restricted by typical work schedules so will be
able to frequent the car wash during the week. But once they will get
their cars washed at their own place, they will definitely appreciate it,

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 because it will help to save their time as well as will not allow them to
wait for their turn in car wash stations. As old people cannot
participate actively in the maintains of their car so to attract this
market segment the team will provide free under the bonnet check to
identify any problem in car performance (and giving this facility
involves no cost).
3. Dealerships will need cars detailed and washed every day and
week. This will supply a constant flow of traffic. They usually don’t
have much time, so in order to save their time and to get quality work;
they will prefer to get their cars washed at their places instead of
taking them to car wash and waiting for long time. They will be offered
a service of 1 free car wash along with 4 paid car wash. This facility will
not be given in the initial stages of the business and will be provided
on the spot; meaning that on 4 consecutive car wash the 5th car will be
washed for free on the spot, not later. This strategy will make dealers
and garages to wash 4 cars instead of 2-3 and this will save a lot time
compare to delivering services in 4 different locations in the areas. This
will also increase the loyal customers.
4. Businesses will need their fleet cars washed during the week during
regular business hours. Our home car wash service will definitely be a
very helping hand for them. The business has plan to provide such
regular commercial business the facility of credit payment but only if
they are loyal customers. This strategy will be implemented in 6
months after evaluating the loyal commercial customers/ enterprises.

PRICING

Initially the customers will be charged Rs: 450 (with a polish service) and Rs:
350 (with out polish) [excluding the tips].

STRATEGY

This new and innovate idea is appreciated by many people and they are
willing to pay more than the service station rates due to the fact that they
will be able to save a lot of time and they can get a service they wish for at
any time of the day or night as the service is offered 24 hours, at any place
they want (in the restricted area of the business).

COMPETITIVE ADVANTAGE

This business has an advantage that it is the only organized home car wash
service in the region. There area number of car wash shops within both cities
i.e. Rawalpindi & Islamabad. Our home car wash service is quite new and is
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trying to compete with automatic car washes by offering low
prices. However, we are also targeting the customers who seek quality
cleaning.

The customers whom we are targeting have their cars washed based on the
quality of the job. They usually do not have much time to spend at car wash
service stations each week to have their car washed and waxed in order to
keep the paint work in excellent shape. Their time values a lot. So in this way
they are not able to maintain their cars they way they want. The businesses
that we are going to target will be more cost conscious, so prices will be
approximately 30% less for these customers to promote volume usage. This
will definitely going to give us edge on the competitors. After washing their
cars, we will be facilitating them by having free or discounted waxing facility
to their cars which will help to maintain the shine of their luxurious and
expensive cars. It is also an advantage which we will avail. Another
advantage that we can benefited from is that majority of the car owners
don’t have time to take their car at car wash stations and literally hate to
wait for their turns as it waste their time, and if they do so, they do not even
get satisfaction which they desire. But on the other side of the coin, once
they will start getting our home car wash service, they will be very much
satisfied to get their cars washed in their houses or places and get waxed/
polished too. This will also boost up the customer satisfaction level. Another
advantage that we can get is that we will be facilitating the customers 24/7.
Anytime they want their cars washed, we will be available, and this is also
one of the major plus point.

MARKET AND INDUSTRY COMPETITION

Market size of such business is very small as there is very minute direct
competition; as there is no such organized business running in the area,
small number of unemployed individuals standing at parking lots can be
considered as a small threat. And the service stations can be considered as
indirect competition. Competitors are not similar in size or capacity. The
more the Business will grow the more the industry will grow, and by the
estimation in the light of the survey conducted shows all the lines in the
graphs and charts shooting up-wards. All of this attraction and expected
growth is possible due to the opportunity to sell a differentiated service.

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SUPPLIERS/SUPPLIES

This is a service business. The products used in the daily routine will be
purchased according to the daily requirements, as this is a small scale
business so supplies (such as polish, shampoo etc.) will not be bought in
huge amount/stock as the business doesn’t have that capacity right now.

SALES STRATEGY

By providing the home services of such a service that is not delivered at

home, the business hopes to lure potential customers in the portion of loyal
customer. By providing appropriate incentives to the related segment
audience as discussed in the Target Market Segment Strategy along with
customer friendly relations will boost up the demand.

POINT OF VIEW OF POTENTIAL CUSTOMERS

The facts and figures generated are on the bases of Primary data collected.
Questioners were used to collect the data and were attached with the
feasibility report.

50 people were used in the process of survey (randomly). Varied people (in
terms of age, gender, and race) presented their point of view about the
business. The results were beyond our expectations. Focus was on a
particular group of people living on or near the Stadium/Double road
(Rawalpindi) and the 9th avenue (Islamabad).

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All the indications show that people are waiting for a service like home car
wash service to be brought into the market and a huge demand even before
commencing the business.

FINANCIAL OF THE BUSINESS

Budget will comprise of Rs: 50,000

CAPITAL REQUIRED TO COMMENCE THE BUSINESS (ASSETS)

Item Quantity Cost per Unit Total Cost
Mini Air 2 Rs: 2,200 Rs: 4,400
Blower
Mini Water 2 Rs: 1,500 Rs: 3,000
Pump
Polishing 2 Rs: 1,200 Rs: 2,400
Machine
Portable 2 Rs: 1,000 Rs: 2,000
Vacuum
Cycles 4 Rs: 3,000 Rs: 12,000
Uniform (T- 4 Rs: 200 Rs: 800
shirts)
Miscellaneou - - Rs: 5,000
s
Grand total Rs: 29,600
Based on the prices collected from the market of second hand good required
for the business.

PREPARATION

Initially 2 teams will be made, each having 2 members. So therefore each

team would have 2 cycles and 1 air blower, water pump, vacuum and
polishing machine.

HANDLING THE SURPLUS/SHORTAGE

Total Budget (50,000) – Capital Required (29,600) = Surplus

(20,400)

Rs: 20,000 approx. will be deposited in a bank account (at the present 12%
interest rate), later to be utilized for the expansion plans of the Business.
This investment will give Rs: 2,400 approx. of benefit p.a.

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If there is any deficit during the business it will tackled by over-draft (short
term) loan from the bank. (But the probability is very low).

ESTIMATED EARNINGS

It is estimated that a team will deliver services to at least 12 customers (it

takes 30-40 minutes to give a car wash utilizing the instruments provided).
As there are 2 teams so that makes 24 car washes per day. Initially the
customers will be charged Rs: 450 (with a polish service) and Rs: 350 (with
out polish) [excluding the tips]. Assuming that out of 24 wash per day, 18 car
wash services are with a polish service and 6 are without the polish.

FORECASTED INCOME (INITIALLY)

Details per Day Income per Task Total
18 car wash + polishing Rs: 450 Rs: 8,100
6 only car wash Rs: 350 Rs: 2,100
Total income per Day - Rs: 10,200
Estimated earnings per Month= Rs: 10,200 x 30 Days = Rs: 3,
06,000

ESTIMATED EXPENSES

As earnings as estimated to remain constant with a little fluctuation from the

estimated amount of Rs: 3, 00,000 but the expenses will vary according to
the Business life cycle stages as shown by the budgeted amounts.

MARK 56©
Operating Expenses Budget
for 1st Quarter

1st 2nd 3rd

month month month
RS: RS: RS:
FIXED
Salaries 40,000 40,000 40,000
Cycles services/ repair 1,000 1,000 1,000
Uniform Dry-clean 1,400 1,400 1,400
Asset Maintenance 500 500 500
Total 42,900 42,900 42,900

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 VARIABLE
Car wash shampoo 2,000 2,500 2,800
Polish 3,500 4,800 5,400
Cleaning cloth 400 700 1,000
Drying cloth 600 1,400 1,900
Total 6,500 9,400 11,100
DISCRETIONARY
Advertising 8,000 3,000 5,000

Total Operating Exp. for the

month 57,400 55,300 59,000

CASH BUDGET

MARK 56©
Cash Budget
for 1st Quarter

1st 2nd 3rd

month month month

Balance
s - 2,93,100 5,40,300
Inflows
Investm
ent 50,000 - -
Revenu
e 3,00,500 3,02,500 3,06,500
Outflow
s (net) (57,400) (55,300) (59,000)

Surplus/Shortag
e 2,93,100 5,40,300 7,87,800

INVESTMENT GAINS

MUDARABA

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According to the Islamic Principals of business, the investor and the
entrepreneur divide the tasks and profits in a set manner. Investor provides
with the capital and the entrepreneur provides expertise and management.
This business practice is completely legal according to the laws of Pakistan
Business Laws and Islamic Business Principles and the amount which will be
presented to the inventor as return will be completely halal.

Then will divide the surplus amounts in such a way that each month Rs:
20,000 out of the surplus amount will be deposited in a bank account (for
handling any shortage and if not will be utilized in the business expansion
plans); and the reaming amount will be divided between the potential
investor and the entrepreneur.

RETURN ON INVESTMENT (FOR THE INVESTOR)

Surplus after 3 months

------------------------------------------------------------------------------------7, 87,800

Bank balance (of Business) ------------------------ (Rs: 20,000 per month x 3

month) 60,000

--------------------- (saved from initial investment) 20,000 80, 000

Return to Entrepreneur------------ (7, 87,800-60,000 = 7, 27,800) ------- (7,

27,800/2) 3, 63,900

Return to Investor after 3 months on the Investment of Rs: 50,

000------------------------ 3, 63,900

As this is not a seasonal service and is not directly connected with any other
factor that affects other business like political and economical situations of
the country so that’s why investors can expect smooth and steady return on
their investment and if there is a case of shortage the business intend to pay
the investor from the bank account.

SUMMARY

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Mark 56 home car wash service is a grand slam investment. As a new and
innovative approach with skilled, capable, organized, educated and customer
friendly management, there is a fast potential of rapid escalation of this
business. At this rate keeps up than this business will spread throughout the
cities.

All the financial documents and the data prepared is on the basis of
assumption and personal opinion, the purpose is not to promote the given
data but to create an understanding of how to make a comprehensive
business plan, this business do not exist.

This is an original document. All the information is presented in the best

possible way; and is correct according to my limited knowledge. If there are
any corrections regarding the information, grammar, spelling or typing I may
kindly be informed.

Danish Sultan

mrk56@live.com

+92 312 51100 56

This is a complete set of feasibility report (and the questioner), business plan
(title page and report) make sure you download all of them for better
understanding.

mrk56 is used by Danish in the documents written originally by him.

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