Strategic Planning

Executive Summary for Business Plans of Franchisees


Writing a business plan for a franchised outlet of a larger company to get funding or find investors is difficult because the franchisor already has a plan which is working, but until you are privy to it upon purchase you actually know relatively few details. The franchisor must keep this information proprietary to insure competitors do not steal the information, but the franchise buyer needs the information to prepare a business plan to get a loan from a bank. Thus a catch 22 exists and is further exacerbated by the fact there are laws against some types of disclosures, which many franchisors due to the litigious nature of franchising do not wish to disclose based on advice from their attorneys. So what do you do? Well, you do the best you can using the UFOC, uniform franchise offering circular or ask the franchisor to send in a business plan directly to your banker who, signs a waiver of non-disclosure and you cannot see it until purchase.

Yet if you are seeking private investors they will want to see a business plan and therefore you will have to try to put one together. I have bought 12 books on how to write a business plan with hundreds of complete business plans inside; none of the samples have anything to do with a franchised business. So, below please find a sample of an executive summary, which is the most important part of any business plan and probably for the most part all a banker will read. Some entrepreneurs accuse bankers of not being able to read and I am in that group. I recommend you read this and use it as a model to develop your own executive summary for your franchised business outlet business plan. This particular example was written for a mobile car wash franchise outlet, but serves as a fairly good example for you.

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The Car Wash Guys of Fairfax, VA is an owner/operator service firm. This will be a franchised business of Car Wash Guys International, Inc. This sole-proprietorship company is in the mobile car wash business.

Our mission is to achieve a minimum of 2.5% and a maximum of 10% market penetration while simultaneously uniting the entire community. To reach this goal we will use unique local and regional marketing tools provided by our franchisor who has much experience in this field.

Our franchisor has over twenty years of experience in the mobile washing industry. We will purchase from Car Wash Guys International, Inc. a turnkey business for $65,380. This purchase will include:

· Truck With Custom Built Truck Body

· Portable Car Washing Equipment

· Computer, Printer, Business Software

· List Of Clientele, Route and Customer Base

· Down Payment of Liability Insurance

· Down Payment of Medical and Health Insurance

· Licensing and Training (80 Hours Total)

· Complete Operations Guide Loaned For Franchise Term

· Start-Up Supplies (Wax, Soap, Etc.)

· Portable Cellular Phone With Credit Card Machine

· Uniform Supply for an Entire Crew

· Personal Planner with Computer Software Backup

· Exclusive Territory

· Initial In Depth Marketing Blitz

There is a $20,000 franchise fee for joining The Car Wash Guys team that is also provided for in the $65,380 cost.

Our target market is anyone owning a dirty car. Our other markets are:

· Aircraft Washing

· Boat Washing

· Fleet Washing

· Graffiti Removal

· Concrete Cleaning

· Industrial High Pressure Washing

We will charge $5.00 for a basic exterior wash, $10.00 for an in and out and $37.50 for a mini-detail on cars. Most of our customers will be office workers. Fifteen percent of our business will be small and medium sized fleets with five to one hundred cars, trucks, vans, etc. Twenty percent of our business will be industrial type cleaning.

We will market with other local businesses in a co-op situation. Other marketing will be by doing car wash fundraisers for kids groups.

Our car wash crews will wear matching yellow uniforms. They will be clean cut, well spoken, knowledgeable and friendly.

We will purchase our products from the franchisor via modem and credit cards for next day U.P.S. delivery.

We plan to eventually expand to up to five mobile car wash trucks, each averaging $6,000-$8,000 of gross revenue per month, in the next five years. Our royalties to the franchisor will be $35.00 per day times 21 working days per month ($735.00 per month). Each additional truck will pay $20.00 per day royalties or $420.00 per month. Car Wash Guys International, Inc. will provide the following on going support:

·Training of Managers for Each Truck

·Regional Directors for Trouble Shooting

·Spare Trucks in Case of Break Downs

·Combating Competition (Intensive Program)

·Assistance in Community Support Events

·Free Advise (On Any Operational Matters)

·Updating of Manuals and Computer Programs

·Periodic Newsletter

·Upkeep on Major Contract Bidder's Lists

·Sales Leads (From Their Direct Mail Program)

·Compilation of Financial Reports

·Assistance in Finding Funding for Additional Mobile Car Wash Trucks and Personal Items (Homes, Cars, Etc.)

There are a couple of small time mobile detailers operating in our exclusive territory. Our service, quality and price are much more attractive to our target market. Our operating methods are far superior to that of our current competition. Generally all of the competition listed in the yellow pages as well as those we've talked with and observed admit that they have only been in the business a couple of years are not planning on making it a career. Further observations indicate that there is far more than enough business for everyone.

Our long-term goal is to wash cars for one out of every ten owners in our town. Ten percent market penetration can be achieved if we follow our franchisor's system perfectly. We want to be the #1 franchise in the entire system. We plan on renewing our Franchise Agreement every five years at no charge to us. We will remain in good standing with our franchisor and follow their proven methods of operations in order to do this.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; WorldThinkTank.net/wttbbs


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