Auto Spa

Your Car Deserves Better

Dr. Taniya H. Anwar

Javeria Iqbal
Shaharyar Babar Chaudhry
Syed Abul Hassan

Mission Statement
Auto Spa is dedicated to maintaining the loyalty of
our customers by delivering unrivaled world-class
personalized mobile car washing and detailing
services in Pakistan.

GentleStreams Overview

Current Problem
Car wash service providers are not qualified trained

professional.

Cars are not thoroughly and consistently washed

Cars are washed on the surface.
Car detailing is not professionally done. The service is done by

apprentices.

Risk of inferior cleaning product that may ultimate damage the

care

Not a efficient use of time

GentleStreams Overview

Auto Spa Solution

Professionally trained team deliver service at the clients

location and time.

Cleaning machinery and tools are high quality and specifically

designed for washing cars.

Quality undiluted cleaning solvents, compounds and waxes

Environmentally friendly
Money back guarantee !

GentleStreams Overview

Underlying Technology
Mobile washing unit specifically designed for the job.
Best of breed cleaning technology (pressure cleaners,

vacuums, heaters, water reclamation)

Web based technology (all platforms) to:

schedule appointment on the website
provide comments and feedback
provide on the stop educational material to help differentiate the
brand from others.
push out the latest promotional deals to their clients

GentleStreams Overview

Target Customer
This is not a service of the masses. It is high value service .
Customers are not price driven. Under the value of the

service.

Brand chasers.
Clients may include:
Luxury car owners
Business owners
High end professionals
Rent a car services
Car dealerships

Achievable target of 500 customers per month

GentleStreams Overview

Value Proposition
Luxury car owners
Luxury car owners will value their expense purchase
Business owners
Pakistan business men have a very brand conscience mind set.
High end professionals
Emerging middle class car is a major asset to protect.

Rent a car services

No one wants to rent a dirty car.
Car dealerships
No one wants to BUY a dirty, smelly car.

GentleStreams Overview

Buying Intention Survey Results

Location: Target market is DHA, Gulburg Model Town
Price: People are price insensitive between the range of 2,000

and 5,000, depending on the service offered

Gender: Men are more willing to use the service, but working

women should not be discounted

Age: Not an variable for segmentation

Working professionals like the convenience
Business owners like the show-sha factor

GentleStreams Overview

Marketing Strategy
Product: Highlight the high quality of our service, tools,

materials and staff

Price: Valued based pricing - price points will be expensive as

to establish a exclusivity in the brand and service.

Promotion:
Targeted and direct in selected community.
Promotions: Variety of low cost promotional strategies : offering
rewards to customers for referrals, discounts for bulk purchases,
lucky draw promotions
Education & Awareness: It is critical to our business success

for our client to understand the true value of our services.

Partnerships & Relationships: Partner with top tier hotels

and restaurants to offer services to their clients

Placement: We will be selling our products at selected

neighborhoods.

GentleStreams Overview

Sales Strategy
Personal communication (referral and word of mouth)
Advertising (internet, outdoor billboard, target direct mail)

Sales promotions (reduce price during introduction months,

coupons, gifts and prize promotions, discounts for referrals)

Publicity and public relations (trade shows, media initiated

coverage)

Corporate branding (signage, uniforms)

Team will be trained (and incented) to upsell services
Special discounts on annual and semi-annual memberships

GentleStreams Overview

Product Offering
Package

Price

Service

Basic Service
(Bronze):

2500

Exterior power wash and interior

pressure blower/vacuum. Hand drying

Plus Services
(Silver):

3000

Basic Services plus hand wax

Premium (Gold): 5000

GentleStreams Overview

Silver Service plus complete detailing

Competition
The local petrol pump service stations manned by untrained

lay workers - liberally firing high pressure water at cars

The driver armed with a bucket, a pipe packet of surf and a

few rags

The local "chota" who will rub a dirty rag on the car for 20

rupees

The owner of the car, equally untrained

When comparing service value

these are not truly competitors.
GentleStreams Overview

Start Up Costs
Legal
Accountant
Two Mobile Office
2 Water Reclaimation System
Initial Stock of Chemicals & Solvents
Misc Tools
Office Furniture
Office Refurbishment
Office AC
Signage
Office Equipment

50,000
50,000
50,000
500,000
100,000
30,000
50,000
50,000
50,000
20,000
50,000

Marketing & Adverstiing

Technology Development
* Website
* In House Tools

250,000
250,000

Uniforms

100,000

Total Start-up Expenses

1,600,000

Start-up Assets
Cash Required (Safety Cushion)
Start-up Inventory
Other Current Assets
Long-term Assets (Trucks)
Total Assets

1,000,000

Total Requirements

5,000,000

GentleStreams Overview

2,400,000
3,400,000

Key Differentiators
Quality Service
Quality Materials

Save Time
Brand

GentleStreams Overview

Key Issues
Initially no established client base
No one knows how good of a job our company does

No one knows who we are and that we exist

Staff retention as the work force tends to be casual workers
People (or their servants) can do it themselves; customers

must believe there is a value added

Quick cheaper "copycats" will emerge - must differentiate

GentleStreams Overview

Financials / Projections
Year 1

Year 2

Year 3

10,185,000
2,816,250

23,562,500
6,655,625

31,700,000
9,130,000

7,368,750
72.35%

16,906,875
71.75%

22,570,000
71.20%

Payroll
Sales and Marketing Expenses
Depreciation
Health Insurance
Incentive Pay
Accounting / Legal
Utilities: Electricties
Utilities: Mobile Phone (2)
Utilities: Phone/Net
Utilities: Gas
Utilities: Water
Maintainance of Trucks
Rent
Total Expense

2,184,000
1,018,500
480,000
120,000
254,625
60,000
180,000
120,000
60,000
12,000
60,000
120,000
480,000
5,149,125

3,986,400
2,356,250
528,000
132,000
589,063
66,000
198,000
132,000
66,000
13,200
66,000
132,000
528,000
8,792,913

4,385,040
3,170,000
580,800
145,200
792,500
72,600
217,800
145,200
72,600
14,520
72,600
145,200
580,800
10,394,860

Total Operating Expenses

5,149,125

8,792,913

10,394,860

2,219,625

8,113,963

12,175,140

Sales
Direct Cost of Sales

Gross Margin
Gross Margin %

Operating Expenses

Profit Before Interest and Taxes

GentleStreams Overview

Current Status
Concept & Financial feasibility modeling completed and

validated

Buying intention surveyed

Vendors reviewed: reviewed & selected required equipment

and meterials

Target soft launch for January 1, 2015

GentleStreams Overview