A START- UP DETAIL BUSINESS... CAN YOU M.A.K.E. I.T.?

by Bud Abraham

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Starting a detail business is not for everybody. It takes a great deal of enthusiasm, dedication, and vision to get one off the ground. In addition to these qualities, there are several other ingredients you need to have in order to successfully launch and build a detail business. At the top of the list is: MONEY to cover start-up costs. The list also includes an aggressive approach to marketing your business; complete knowledge of market conditions and your competition; a general idea of what resources you will need to run your business efficiently; integrity and mental toughness.

So, is starting a detail business right for you? Ask yourself this question… can you or your new venture M.A.K.E. I. T.?

M - Money

Money may be the most important ingredient for starting your detail business. Money is needed to make your initial investment and pay for equipment, supplies, chemicals, your salary, advertising, and other associated start-up costs, such as licenses and permits. Some experts say you should have enough money on hand to cover three to six months of operating expenses. This means you should have enough money to pay rent or vehicle expenses (if mobile) and your salary or salaries of employees for six months after your launch date, to allow the business to grow.

What do you do if after opening no one shows up? How will you weather these dry spells of your new business? The answer is simple: MONEY. And don't forget about an advertising budget. What if your ads fall on deaf ears or you've chosen the wrong type of or placement for advertising? With enough money on hand to see yourself through the first three to six months of operation, you should survive the initial start-up stage, and be on your way to success.

A - Aggressive Approach

Be aggressive in your approach to marketing your new business. You'll need to use "guerrilla tactics" in the first few months. Get the word out any way you can. If a fixed location, have a grand opening with balloons and all the decorations you can manage. Offer a FREE hand wash to bring the right customers in, that is, those who will pay for a hand wash. Never miss an opportunity to leave a business card anywhere and everywhere. When dining out, leave one on your table at the restaurant, and leave a few more at the other tables. Send a press release to every newspaper and specialty magazine covering your business area.

The aggressive approach should also extend to your employees. They should be as enthusiastic as you are. After all, they too will benefit should your business be a success. When it comes to marketing your new business, there is almost no wrong way, to get the word out. Just be aggressive.

K - Knowledge

It is important to know your business area, inside and out. Are there new laws that will affect you immediately and over the next few months or years? What are the current market trends? Are there any problems with supply or demand for your detail service?

Basically, you need to know your particular niche better than anyone else does. You'll also need to know your competition, and keep abreast of everything they do. Are they raising or lowering prices? If so, why? Know your customers, what services do they want, (or just as important, what they aren't buying), where they come from, and how they found out about you.

E - Education

Before you start your business, do your homework. What equipment, supplies, chemicals and employees do you need to begin, or successfully run your new detail business? It's equally important to figure out what you don't need. Why waste money on something that is unnecessary? Do you really need a huge, fancy central vacuum, or is a basic shop vacuum good enough? Are employees necessary or can you do it yourself? Are you better off buying small quantities of chemicals or buying in bulk? Here you may have to speak with other detailers in a field or seek out advice from an expert. In the short term and in the long run, educating yourself on the detailing business you are starting will save you money and may mean the difference between success and failure.

I - Integrity

You should constantly demonstrate integrity with your customers, suppliers and advertisers. Your customers should be able to count on you to always do the right thing and deal with them fairly. Honor your satisfaction guaranteed. It will pay off for you in the long run to have truly satisfied customers. This is also true for your suppliers. Pay your bills on time and make a good name for yourself. Your suppliers will become valuable assets to your business. You may need them as a reference on a future loan or for dealing with a new supplier. Your advertisers should be able to count on you to give them your ads on time, and with the correct payment. Again, you may need them someday to help announce a new location or service or help in suggesting an ad campaign.

Most importantly, never let yourself down. Follow the rules. Get the required permits or licenses you need. If mobile, get a containment mat. If fixed insure the locations has an oil/water separator and connection to the sanitary sewer. Don't think you're saving money by not having them; the penalties are always higher than-the original fee. And, of course, never let the idea of earning a quick buck cloud your judgment. You'll know what is right and what is wrong because you'll feel it.

T -Toughness

Be tough. Take the mental approach that you will succeed no matter what obstacle is blocking your path, and no matter how difficult it seems. You'll be spending long hard hours at your new detail business (and if you aren't, something may be wrong). You need to stay tough and fight through the hard times. There will be hurdles to jump over and gaps to build bridges across. Only the tough survive. Sometimes you'll feel like taking the day off. Don't. There may be others who can't wait to see you fail. Don't give them the satisfaction. Hang in there. Others may also be ready to throw in the towel and you'll need to be tough for them.

Starting a detail business is a huge task. There is so much to learn and so much to do, and much of what happens to you won't be known until it happens. But with careful preparation and the right mindset, you can increase your chances of succeeding in the long run.

SIDE BAR

10 Ways to Jump Start Profits

1. Get your potential customers involved in your advertisements by asking them questions. Most will automatically want to answer the questions in their minds.

2. Switch your marketing plan if a particular market becomes soft for your detail service, be flexible and restructure your plan for a different market.

3. Show testimonials that have used your detail service.

4. Use a little humor in your ad copy. It could be the little extra motive you need to close a sale. People are easier to persuade when in a good mood.

5. Add a message board or chat room to your web site. People who enjoy it will revisit your web site regularly to participate.

6. Hold free contests. Most people like to win things. If you can fulfill that need, people will stop by to visit.

7. Join online business associations or clubs. If you join, they will usually list all members on their web site. Give your business some extra exposure.

8. Offer your potential customers a monthly maintenance program. Tell them they can have their vehicle maintained for a flat monthly or yearly payment.

9. Present new services on your website. You want to encourage customers to come to you changing site for new ideas, services or products.

10. Promote customer feedback. Tell them you want their honest opinions about your details service, good or bad

Questions? Contact me at buda@detailplus.com