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I agree that reading of this Business Plan is strictly limited to me as authorized by Name Removed (the Owner and !outheast "uto #are (the #om$any % I agree that I shall not divulge or re$roduce the content of this Business Plan without the written consent of the #om$any% I understand that any information $rovided in this Business Plan is in all res$ects confidential in nature& other than information which is in the $ublic domain through other means% I agree not to disclose any information without the e'$ress written $ermission of the Owner and !outheast "uto #are ($on re)uest& I will return this document to the Owner and !outheast "uto #are% *his Business Plan includes forward+loo,ing statements and $ro-ections% "ll such statements and $ro-ections within this Business Plan& other than statements of historical fact& regarding !outheast "uto #are or its strategies& $lans& ob-ectives and e'$ectations& are all forward+loo,ing statements% "lthough !outheast "uto #are believes that the $ro-ections reflected in this $lan are reasonable at this time& it can give no assurance that these $ro-ections will $rove to have been correct% This $usi%ess &la% is %ot a 'i%a%(i%) o''er* A 'i%a%(i%) o''er is o%l+ ,alid -ith a% appro,ed &ri,ate &la(e.e%t Me.ora%du. %
................... Date
TA$#E O CONTENTS
E0EC1T!2E S1MMARY
*he Business #once$t *he O$$ortunity 1ear O$erations of the Business Product and !ervice Offerings
5
/ 0 2 34 35
The Co.pa%+
6ission of the #om$any #om$any !tructure
3% 7egal !tatus 4% Physical 7ocation 5% Intellectual Pro$erty
13
35 35
35 35 35
#om$any 8istory
39
Gro-th Strate)+
Business Ob-ectives *argeted #ustomers :ey Initiatives #om$etition and #om$etitive "dvantages !ize of the 6ar,et 6ar,eting "ctivities !ales !trategy
14
39 3/ 3/ 3/ 30 3; 4<
Corporate Ma%a)e.e%t
6anagement
25
4<
25
4< 43
43 43 44 44
Pro-ected Profit and 7oss Pro-ected Balance !heets Pro-ected #ash =low Brea, ?ven #alculation !ummary of 7ender Return and Ris,
44 49 4/ 40 40
Re'ere%(es Appe%di(es
34 6onth Pro-ected P @ 7 Remove !econd 7oan Interest from all three charts 34 6onth Pro-ected Balance !heet 34 6onth Pro-ected #ash =low / 1ear Pro-ected P @ 7 / 1ear Pro-ected Balance !heet /+ 1ear Balance !heet
28 29
4A 4; 4; 5< 53 54 54
55
E0EC1T!2E S1MMARY
The $usi%ess Co%(ept
!outheast "uto #are (!outheast !outheast "uto #are or the #om$any is an auto re$air sho$ $roviding old+fashioned& reliable service% *he #om$any will be built u$on a solid foundation of honesty& reliability and )uality% It is located in 8untsville& "labama% *he =ounder& Name Removed& has built a re$utation in the area as an honest and trustworthy mechanicB he ta,es time to e'$lain what is wrong and shows the customer what needs to be fi'ed as well as which $arts are wearing and may fail% *hirty+five years in the auto motive business& he has s$ent 3/ years building and racing cars& 34 years of fleet maintenance& including fabrication and redesign% *he #om$any will $rovideC Routine 6aintenance *em$erature #ontrol Bra,es and ?'haust ?ngine and *ransmission
It will service all ma,es of cars& both domestic and foreign% E:(elle%t Mar;et Opportu%it+ !outheast "uto #are will ta,e advantage of its =ounderDs e'isting re$utation to attract customers% *he =ounder started out hel$ing with the car ministry at his church% *hrough this ministry he has identified the need for an honest and trustworthy mechanic sho$% Eillowbroo, is one of the largest churches in the area and single moms and widows from the church bring their cars to Farrin after wor, at his home% Eord of mouth has hel$ed him build a clientele base too large to handle at his home% 6any $eo$le are traveling over 4< miles to bring their vehicles to Farrin to re$air%
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&ro'ita<le Gro-th !outheast "uto #are e'$ects to gain a $rofitable mar,et share within a very short $eriod of time% Feterminations have been made for the size of the mar,et& amounts of budgeted advertising and $romotional dollars& the number and ,inds of distribution channels and the com$etitive landsca$e% Pro-ections call for the #om$any to generate revenues of G000&<<< in its first twelve months% !outheast "uto #are will achieve strong growth over the ne't several years& reaching G3%5 million in revenues and more than G530&<<< of net income by the fifth year%
The Opportu%it+
1* S* Auto !%dustr+ "ccording to R% 7% Pol,& The average length of ownership of both new and used vehicles has increased from 37.2 months in 2002 to 46.3 months in 200 ! a 24" increase. "s our economy continues to deal with current issues& drivers are e'$ected to ,ee$ vehicle longer which is good news for auto re$air businesses% =ewer new cars and truc,s are being $urchased% " recent Pol, study showed 64" of consumers were #ver$ or e%tremel$ li&el$' to &eep their current vehicle longer than the$ normall$ would due to current economic conditions. (dditionall$! )" of the 7)3 interviewed vehicle owners in this same stud$ also said the$ planned to ta&e better care of their vehicle to &eep it running longer! which could translate to additional aftermar&et revenue % 4 A'ter.ar;et Auto.oti,e Tre%ds Eithin the aftermar,et automobile segment there are several categories& includingC Routine maintenance *em$erature control Bra,es and e'haust ?ngine and transmission
*he current (% !% automotive aftermar,et is valued at over G39< million% Ehere in the $ast the mar,et was once dominated by small& often family+owned inde$endent service stations& there are four business ty$es in the (% !% automotive re$air industry todayC
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Inde$endent garages =ull service gasoline stations "utomotive dealershi$s #hain automotive centers
"ccording to the "utomobile !ervice "ssociation ("!" & this mar,et sector is high fragmented& em$loying nearly 55;&32< $eo$le and repairing more than 23) million motor vehicles* " of independent mechanical repair businesses are famil$+owned., Research shows there are an estimated A3&/55 (% !% inde$endent general mechanical re$air businesses in o$eration% *he "!" $ro-ects total sales for general mechanical repair facilities in 200- was .36 billion* .4/ billion if specialt$ repair facilities! oil change facilities and transmission shops are included. 0t is important to note that these figures do not include the .30 billion earned b$ appro%imatel$ 2)!640 auto dealerships with service facilities., "mericans love their automobilesH !tatistics reflect the median age of vehicles in the (% !% is increasing which will encourage the growth of auto re$air sho$s% "ccording to research& the median car age from 3;;< to 4<</ increased from 0%/ years to ;%< years% " recent =orbes article stated& in 4<<9& 35/&<22&<<< cars were registered in the (nited !tates% In a 4<</ survey by "!"& 23I of mechanical businesses $olled said they felt $ositive about future growth and e'$ected sales to increase% Integra Information made the following forecast on growth ratesC 3 General Auto Repair Shops Industry Revenues Year
4<</ 4<<0 4<<2 4<<A 4<<;
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*he automotive aftermar,et services sector is affected by many contributing factors& such as median vehicle age& driven mileage& and the total number of vehicles on the road% *he following charts by R% 7% Pol,& automotive intelligence and mar,eting solutions firm& shows com$ound annual growth rate in this mar,et and age of vehicles from 3;;; to 4<35C 4
In the category of maintenance& vehicles ages 0+to+3< years are 3%5 times more li,ely to need maintenance than their younger counter$arts of less than 0 years of age or with older vehicles over 3< years old% Interestingly& vehicles in this category are $redicted to increase from 4<<A to 4<3< by 3%4I (com$ound annual basis % Pol, states& During the same time period! vehicles in the ))1 age group are pro2ected to grow 4.6"., 2
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Routi%e Mai%te%a%(e R% 7% Pol, re$orts& The routine maintenance categor$ encompasses oil changes! tune ups! tire replacements! wiper blade replacements and other smaller repairs that are necessar$ to &eep a vehicle running smoothl$. 0n 2007! there were nearl$ 3 billion 2obs and parts attributed to routine maintenance! 4" of the total number in the aftermar&et sector., 2 $ra;es a%d E:haust Mai%te%a%(e In 4<<2 service related to the bra,es and e'haust sector re$orted an annual growth rate of /%;I& from 3;;; to 4<<2& ma,ing this category the highest com$ound annual growth rate& mainly due to an increase in light vehicle o$eration and miles driven% =rom 4<<A to 4<3<& due to aging vehicle $o$ulation& growth rate in this mar,et sector is e'$ected to dro$ to 3%2I& as vehicle $o$ulation ages% R% 7% Pol, states& 3rowth in bra&es and e%haust parts and service will come primaril$ from increases in the 64)0 and ))1 vehicle age groups! which are e%pected to grow at ).2" and 4.6"! respectivel$! between 200 and 20)0. 5eplacement events for these two groups of older vehicles are twice as prevalent as for vehicles under 6 $ears old% 4 E%)i%e a%d Tra%s.issio% Repair 6ore and more $eo$le are ,ee$ing their cars and truc,s longer% =rom 4<<A to 4<3<& the $ro-ected increased rate of older vehicles (33J years is $redicted to grow by 9%0I% *hese vehicles are 9 times more li,ely to need engine and transmission re$air than vehicles less than 0 years old% *he charts below reflect these different categoriesC 4
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THE COM&ANY
Missio% o' the Co.pa%+
!outheast "uto #are will become a leading auto re$air center in the 8untsville area% Ee will continually $rovide )uality re$air in a timely manor at an affordable $rice% Our $roducts services will be sought after for their reliability and e'cellence% Ee will treat each customer with res$ect and we will be ,nown for our outstanding customer service%
Co.pa%+ Stru(ture
3% 7egal !tatus !outheast "uto #are is a !ole Pro$rietorshi$ organized in the state of "labama in 4<3<% *he #om$any is owned by Name Removed% 4% Physical 7ocation *he #om$any will lease suitable business s$ace to su$$ort its o$erations% *his s$ace will include a rece$tion area& office& and wor,Kre$air areas% It will $rovide easy access to customersKem$loyees with am$le free $ar,ing% *he site will be in an attractive area of town% #ustomers will be able to access the site easily% " $ros$ect site has been located and is available% 5% Intellectual Pro$erty !outheast "uto #are intends on building a website at www%southeastautocare%com to mar,et its services% *here is
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Co.pa%+ Histor+
!outheast "uto #are is a start+u$ new venture% 8owever& the founder has $erformed e'tensive research to determine the mar,et viability and o$erational challenges of this ty$e of business% Luestions that were addressed includeC Ehat is the mar,et o$$ortunity (Is there a need for the business M Ehat ty$e of com$etition is thereM #an the targeted mar,et su$$ort the businessM Ehat ty$es of customers will the business attractM "re there suitable facilities in the areaM 8ow much funding is neededM 8ow much monthly revenue is needed to achieve brea, evenM
GROWTH STRATEGY
$usi%ess O<7e(ti,es
*he #om$any is $lanning on strong growth in the ne't twelve months% It $lans on achieving the following ob-ectivesC Obtain new customers 8ire reliable and trained staff >row twelve month revenue in e'cess of G00/&<<< In succeeding years& !outheast "uto #are will continue to grow its business and will achieve these ob-ectivesC >row the annual number of new customers each year Fevelo$ a re$utation that will e'ceed com$etitors in every area
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Tar)eted Custo.ers
!outheast "uto #are has identified a clear and substantial target mar,et% *argeted customers will includeC Previous #ustomers =riends and =amily of =ormer #ustomers Eal,+in #ustomers from advertising *he #om$any will target these ty$es of customers within the 8untsville& 6adison& 8arvest and *oney& "labama areas%
6e+ !%itiati,es
!outheast "uto #are has develo$ed the following ,ey initiatives to achieve its growth goalsC 7aunch its mar,eting efforts to reach its target audience ?stablish an aggressive sales $rogram to identify and secure customers Provide the best services at the most com$etitive $ricing Provide a satisfying e'$erience for every customer Eith the $ro$er financing and adherence to this business $lanDs ob-ectives& the #om$any believes it can com$lete these initiatives and achieve success%
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Mar;eti%) A(ti,ities
!outheast "uto #are will im$lement various mar,eting efforts to attract customers includingC Custo.er lo+alt+ pro)ra.s *he #om$any will develo$ strong customer loyalty $rograms% !outheast "uto #are will im$lement and manage $rograms that reward a customer for re$eat business with the #om$any% $uild a%d opti.i@e its -e< site to des(ri<e a%d pro.ote the <usi%ess *he #om$any will build and o$timize its web site to attract $ros$ective customers% *he web site will be attractive and easy to navigate% It will also $rovide testimonials of satisfied customers% &ri%t ad,ertisi%) *he #om$any will ta,e out ads in local $ublications that are matched to its targeted audiences% T2 a%d Radio Ads *he #om$any will $urchase *N ads on local cable channels and radio ads on local stations% Si)%a)e a%d posters !outheast "uto #are will utilize signage and $osters that will be dis$layed at local sites to $romote the #om$any and establish name recognition% Sear(h e%)i%e opti.i@atio% CSEOD
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Re'errals !outheast "uto #are will develo$ referral $rograms whereby e'isting customers receive incentives to refer friends or associates as customers%
Sales Strate)+
*he #om$any will sell directly through its retail s$ace%
COR&ORATE MANAGEMENT
Ma%a)e.e%t
ou%der a%d O-%er: Na.e Re.o,ed Name Removed has 5/ years in the "utomotive Business% 8e has s$ent 3/ years building and racing cars% Farrin also has 34 years of fleet maintenance including fabrication and redesign%
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!outheast "uto #are intends to use these funds $rimarily for start+u$ e'$enses such as e)ui$ment& furniture and leasehold im$rovements% Remaining funds will be used for general wor,ing ca$ital needs%
Assu.ptio%s
Revenues
Re,e%ue Assu.ptio%s
Year 1
#a<or Sales &arts Sales G5/5&0<< G534&<<<
Year 2
G994&<<< G5;<&<<<
Year 3
G/5<&9<< G90A&<<<
Year 4
G03A&A<< G/90&<<<
Year 5
G2<2&4<< G049&<<<
#O>!
COGS Assu.ptio%s
Year 1
#a<or Cost &arts Cost G35<&<<< G43A&9<<
Year 2
G3/<&A<< G425&<<<
Year 3
G323&0<< G542&0<<
Year 4
G3;4&9<< G5A4&4<<
Year 5
G435&4<< G950&A<<
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?'$enses
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*he ne't two gra$hs show !outheast "uto #areDs $ro-ected annual revenues and annual net $rofit over a five year $eriod%
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&ro7e(ted Cash lo*he #om$anyDs cash flow $ro-ections show that !outheast "uto #are will have sufficient cash to su$$ort the business% *he following gra$hs $resent a view of $ro-ected cash flow of the business%
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RE ERENCES
1
2006 The Automotive Repair Industry, (Integra Information, For es, Apri! 2006" Arti#!e Found at$ %http$&&'''(integrainformation(#om&for es&overvie'(htm) 2 200* The +hanging ,( -( Auto Industry$ The Impa#t of .e#!ining /e' 0ehi#!e -a!es on the Aftermar1et 2usiness, (R( 3( 4o!1 Automotive Information, Apri! 200*" Arti#!e Found at$ %http$&&'''(po!1(#om&T3&5-6200*076+hangingAutoIndustry6Aftermar1et (pdf) 7 200* +hanging +onsumer 2ehavior to'ard Automotive Repairs and 5aintenan#e 8eeps Repair shops on Tenterhoo1s, (Frost 9 -u!!ivan Report, Frost 9 -u!!ivan -pea1s +andid!y 'ith ,(-( Automotive -hop :'ners, ;u!y 70, 200*", Arti#!e Found at$ %http$&&'''(prne's'ire(#om&ne's<re!eases&frost<<su!!ivan<finds<#hanging< #onsumer< ehavior<to'ard<automotive<repairs<and<maintenan#e<1eeps< repair<shops<on<tenterhoo1s<622=>6?2(htm!)
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A&&EN"!CES
12 Mo%th &ro7e(ted & G #
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Southeast Auto Care Re.o,e Se(o%d #oa% !%terest 'ro. all three (harts 12 Mo%th &ro7e(ted $ala%(e Sheet
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A&&EN"!CES
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