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Auto Care
Car wash and service center
By
Danushka Abeyratne
DCFM/DIP/2016/086
Entrepreneurship & Business Planning 2017 Department of Commerce & Financial Management
DIPB 02046 Faculty of Commerce & Management Studies
University of Kelaniya
Business plan outline
6.
Management
Financial Plan
Auto Care
Car wash and service center
Company Summary
The company is solely owned by Danushka Abeyratne and will be funded by an initial personal
investment. Auto Care is to be registered under the business registration act of 1990 in Sri Lanka
Vision
To be the most trusted, recognized and respected solution provider in the automobile industry in Sri Lanka
Mission
We strive to provide the best quality automobile product and services through conveniently
located Car Care Service Centre’s, at affordable prices by making our brand a consumers’ first choice for
automobile product and service supports. Trust will be gained from consumers through the genuine support
given to them by our skilled and dedicated service staff. We are committed to deliver our service values and
we are proud of our customized service
Objectives
The objectives for auto Care Car Wash and Detail Service are:
The car wash will be based in Wattala. This area has a number of benefits in terms of the
market that it will provide for the business.
Over 40% of households in the immediate neighborhood earn over Rs.500,000 annually. 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--five within six kilometers of the
proposed location for Auto Care.
Market segmentation
Auto Care segments its customers by type of car ownership. We believe that the type of
car that a person owns says volumes about their driving, and, therefore their car washing
and detailing requirements.
6. Local businesses
11%
5. Dealerships 1. New car owners
10% 29%
The hand car washing business in Wattala consists of many small competitors.
Everything from local children raising money for their youth group on a Saturday
by cleaning cars, to the existing car wash machines, are competition for Auto
care. However, these two alternatives aim to meet the needs of the price-
conscious individuals who are choosing the service simply so they do not have to
clean the car themselves. Auto care on the other hand, targets the quality-
conscious individuals who value their car enough to spend Rs.500-2,000 per week
to make it look good.
There is four other hand car wash shop in the Wattala area. It is quite new and is
trying to compete with automatic car washes by offering low prices. However, it is
not targeting the customers who seek quality cleaning.
The customers who Auto care is targeting have their cars washed based on the
quality of the job. They do not mind spending a little more each week to have
their car washed and waxed in order to keep the paint work in excellent
shape. The businesses that Auto care targets will be more cost conscious, so prices
will be approximately 30% less for these customers to promote volume usage.
Strategy and Implementation
Positioning Strategy
Auto Care intends to provide high quality customer service for a very low price so that they
can position their business in a competitive state. Their aspired market position is showed in
the chart.
Price
3.5
High 3
2.5
1.5
1
Aspired position
0.5 of Auto Care
Low
0
0 0.5 1 1.5 2 2.5 3 3.5
Auto care' competitive edge will be Danushka Abeyratne and the quality of his services
in the area. In addition, Danushka has put a great deal of emphasis on creating a system
that is both fast and efficient, which will keep costs, in terms of time spent per car, to
a minimum.
Sales Strategy
Sales strategy is on a one-to-one basis. All customers will feel they are a valued friend
of Auto care, and that all employees care about the care and upkeep of each
vehicle. We must be aware that there are low switching costs in the car washing
industry, so we have to work hard to develop and keep repeat customers.
Sales Forecast
The following chart forecasts sales based upon the Market Segmentation Strategy. Sales
are seasonal in this industry, tending to be higher in the warmer summer months, and to
drop off in the late November. However, we will aim to flatten sales across the sales
cycle by targeting.
Sales by Year
LKR 8,000,000.00
LKR 7,000,000.00
LKR 1,200,000.00
LKR 6,000,000.00
Start-up Expenses
Legal 10,000.00
Brochures 5,000.00
Consultants 2,000.00
Insurance 30,000.00
Rent 50,000.00
Start-up Assets
Cash Required 400,000.00
Organizational Structure
Owner
General
Manager
Accountant Workers
Financial Plan
Break-even Analysis
The table and chart below show the monthly break-even analysis calculations for
Auto Care
Projected Break-even
LKR 800,000.00
LKR 600,000.00
LKR 400,000.00
LKR 200,000.00
LKR -
70 140 210 280 350 420 490 560 630 700 770
LKR (200,000.00)
LKR (400,000.00)
LKR (600,000.00)
LKR (800,000.00)
Projected profit and Loss
The following Profit and Loss table illustrates income and expenses monthly for the
first year, and annually for the next two years.
Projected Profit Monthly
LKR 500,000.00
LKR 400,000.00
LKR 300,000.00
LKR 200,000.00
LKR 100,000.00
LKR -
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
LKR (100,000.00)
LKR (200,000.00)
Profit Monthly
Projected Profit Yearly
LKR 5,000,000.00
LKR 4,500,000.00
LKR 4,000,000.00
LKR 3,500,000.00
LKR 3,000,000.00
LKR 2,500,000.00
LKR 2,000,000.00
LKR 1,500,000.00
LKR 1,000,000.00
LKR 500,000.00
LKR -
Yearly 1 Yearly 2 Yearly 3
Profit Yearly
PROJECTED PROFIT AND LOSS STATEMENT
YEAR 1 YEAR 2 YEAR 3
Sales LKR 2,472,000.00 LKR 5,352,000.00 LKR 6,792,000.00
Direct Cost of Sales 50,000.00 75,000.00 85,000.00
Other - - -
TOTAL COST OF SALES 50,000.00 75,000.00
85,000.00
Expenses
Payroll 105,000.00 195,000.00 265,000.00
Sales and Marketing and Other Expenses 172,000.00 300,000.00 400,000.00
Depreciation 50,000.00 75,000.00 100,000.00
Leased Equipment 122,000.00 400,000.00 500,000.00
Utilities 35,000.00 75,000.00 100,000.00
Insurance 40,000.00 50,000.00 60,000.00
Rent 50,000.00 50,000.00 50,000.00
Payroll Taxes 22,500.00 29,250.00 39,750.00
Other 200,000.00 300,000.00 400,000.00
Total Operating Expenses 796,500.00 1,474,250.00 1,914,750.00
The following Cash Flow table illustrates that if Auto Care meets projected sales, it will
have positive cash flow after half a year of operations.
Auto Care
Car wash and service center