Eco Car Wash
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ECO CAR WASH
Section I: Business Description
A. General description of the business
ECO Car Wash is an environmentally responsible car washing service dedicated to providing premier service to the communities of Newark, DE. The main attraction of the business is superior full service hand washed automobiles cleaning the exterior and interior with eco-conscience service and products.
B. Industry background
The car washing industry uses about 320 million gallons of water a year. This
misuse of consumption is due in part to inefficient washing methods. By
reclaiming and reusing water fresh water, consumption can be reduced by as much
as 90%. The process of treating water previously used in the wash for use in the
wash process again requires the separation of grit, oils and greases from the water
prior to being reused in the car wash. Ozone is a powerful bleaching agent used
along with flocculation that uses polymers to cause a chemical reaction to the “clean”
the water.
C. Goals and potential of the business
ECO Car Wash is committed to provide the safest, most convenient and
environmentally responsible automotive cleaning service in the area. Consumers
are looking for ways to protect the earth from damage in their daily lives, such as
washing their vehicles. This concept has potential to be extremely profitable
based on this trend. It is unique and socially valuable service to the community.
D. Uniqueness of service
Earth Wash will utilize a filtration process by which suspended solids are removed from the water with bag filters made of woven recycled material in place of the
harmful contaminates many car washes use. Use of lower flow nozzles and lower
pressure will reduce water loss. Solar panels will be used to supply energy to the
facility. Supplies will include sponges, citrus base cleanser, shampoo and gloss
enhancers that are all 100% biodegradable.
Section II: Marketing
A. Research and analysis
1. Target market identified
A. New car owners: will most likely want a hand washing car service. This
consumer takes pleasure in their cars and will bring them regularly to be washed.
B. Retired car owners: have more free time then those in the work force and often
disposable income.
C. Car dealerships: will use an eco-friendly car washing service as a means to clean
their vehicles and show potential customers they support a green community.
2. Market size and trends
Delaware is embracing the green economy by cultivating sustainable business
through summits and expos of green products and services. Newark, DE residents statistics include: an average mean travel time of 28 minutes, average family income of $80,780 per year, 65% are in the labor force, 79% are home owners, 22% hold a BA or higher. This community is educated, hard working,
middle to upper middle class and tired from daily commuting and household
chores. With a mix of early adopters and early majority, this niche will seek status conscience services and social acceptance. An environmentally responsible car
washing service will thrive in this community.
3. Competition
Newark, DE currently has a market share of only one hand car wash,
Auto Magic LLC. This business offers many services such as alarm installation, window tinting, and audio installation. Hand wash is but a small secondary service in this business.
B. Marketing Plan
1. Marketing strategy-sales and distribution
The marketing strategy of ECO Car Wash is to attract consumers who will be
repeat users along with supplementing the business when times are slow for a car
wash business. Warm weather months and weekends will be the busiest. Winter
months and weekdays will be slower. To encourage the most customers