1 Show Me the Money Show Me The Money 5 Steps to Bigger Profits Presented by Anthony Analetto Sonny s The CarWash Factory Disclaimer The opinions of the contributors expressed herein do not necessarily state or reflect those of the International Carwash Association, its directors or employees. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the International Carwash Association. The International Carwash Association makes no warranty, express or implied, nor does it assume any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, product, or process described in these materials.
2 Show Me the Money Disclaimer Continued All commentary and information provided by the speakers represents individuals opinion only. International Carwash Association makes no recommendation or representation regarding such market information and commentary. All such information and commentary is subject to change without prior notice. Any prediction, estimation and projection is not necessarily indicative of future performance and is for reference only. International Carwash Association will not accept any responsibility or liability of any kind with respect to such information or opinion expressed herein. Investment involves risk. Past performance of any business opportunity is no guide to its future performance. The information or investment opportunities expressed herein may not be suitable for all investors. Before making any investment decision, investors should read and understand the relevant nature, risks, terms and conditions of an investment opportunity and be capable of and wiling to assume the associated risks in light of their own investment objectives, financial circumstances or particular needs and exercise their independent judgment. If needed, investors should seek independent professional advice. Notice It is the policy of the International Carwash Association to comply with all antitrust and competition laws. The fundamental objective of the antitrust laws is to protect and promote free and fair competition. These laws reflect the belief that a competitive marketplace will enable consumers to obtain the highest quality goods and services at the lowest price. The Association supports the public policies embodied in these laws, and it is the Association's policy to comply fully with them. Thus, out of an abundance of caution, if today's discussion appears to implicate, to any degree, prohibited topics such as pricing, price fixing, market allocation, boycotts, exclusive dealings, resale restrictions or preferential treatment, such discussion shall be terminated immediately. Any questions about the propriety of a discussion should be raised immediately with the Association s legal counsel.
Show Me the Money Introducing our Panel: Herschel, Jim, Marcus, Zeev & Michael Herschel Kilgore Washing cars since the 70 s Extensive, firsthand knowledge of Sonny s, Ryko, Hanna, MacNeil, Mark VII and NS Wash Systems Director of the Western Car Wash Association since 2009 Current owner/operator of H2Go Express Car Wash 3
Show Me the Money Herschel s Numbers Avg. revenue per car Chemistry per car 7.16.44 Green $5 Silver $8 Blue $12 Unlimited Plans % Washed Vehicles % 51 56 23 22 26 22 Jim Gorant Washing cars since the 80 s Full serve, detail, express exterior experienced owner/operator Currently owns two locations» 1 Full Serve converted to a Flex Serve» 1 Express Wash 4
Show Me the Money Jim s Numbers Invested $ Lava % Cost to Apply ROI 60,000 35 1.20 6 Months Marcus Kittrell Washing cars since the 80 s Full Serve, Express and Self Serve experienced owner/operator SECWA board member in various roles; Director, President, Vice- President and Secretary-Treasurer Currently owns 3 Express washes and 1 Self Serve Constructing another Express in June 2013 5
Show Me the Money Marcus Numbers 1 Site Invested $ Age of Site Net Revnue Increase ROI 200,000 7 years $11,100 Per month 18 Months Zeev Josman Washing cars since the 80 s Extensive chemical knowledge Chemical distributor, SONNY S distributor and owner/operator of an Express wash Installed 1 st LavaShield in 2011» Re-branded to TotalShine in 2012 Has installed 70+ TotalShine Systems 6
Show Me the Money Zeev s Numbers *Invested $ Rev per car Chemistry increase per car $ net monthly revenue 24k 1.31 increase 0.18 4,780 increase *No Buff-n-Dry Michael Greer Industry newcomer washing cars very successfully for 1 year Currently owns a castle themed Flex Serve wash Transferred management and merchandising experience to the car wash industry CarWash College Master Graduate certification 7
8 Show Me the Money Michael s Numbers Invested $ Rev per car Chemistry per car $ net monthly revenue 2.7 MM 12.49.90 75,000 Sonny s The CarWash Factory TOTALSHINE SYSTEM
9 Show Me the Money How the TotalShine System increases revenue and wows customers Strategies for delivering a distinct and spectacular show Deliver a visibly superior shine that will ensure repeat purchase Sustainable Increased Profits The TotalShine System Is a premium online express polish service intended to be used as an addition to your top package. Uses chemistry and friction in its online application Foamed protectants are buffed on to vehicle s surface Specific equipment activates on Top Package Only Special Fragrances Flashing Lights Additional Rinsing Additional Drying and Buffing Delivers a Distinct Experience Achieve a Spectacular Shine that your customers will keep coming back for - again and again
10 Show Me the Money 5 Steps to Bigger Profits SONNY S TotalShine System Step 1_Total Bath Grand Arch Specialized applicator arch with printed graphics customizable to your location or theme that dispenses a curtain of concentrated and scented foamed detergent over the vehicle. Customers receiving the treatment are instantly gratified for making the purchase while those behind them can see the tangible benefit of this premium service.
Show Me the Money Step 2_Total Shine Applicator Coats the vehicle s surface in a neutralizing foam detergent, preparing the paint for maximum shine. Take it up another level by using foaming products combined with the Sonny s FoamGlow Light Stick to visually intensify the show. Step 3_Total Seal Arch This online arch applies an even coating of the protective paint sealant. Additional friction equipment such as a Top Brush or Side-to-Side Mitter outfitted with EcoFi 3 delivers a distinct experience while protecting the vehicle s surface. Whether it s rubbing an apple against your shirt, or buffing out a car, friction at this stage produces a dramatically enhanced shine. 11
12 Show Me the Money Step 4_Total Rinse Arch Not only solves the problem of effectively and efficiently removing all foam from deep inside the vehicles body, the waterfall affect of this rinse system assists in curing the sealant on the vehicle and reinforces the spectacular value and special treatment your customers receive. Step 5_Buff-n-Dry Machine Positioned after the blowers, this machine puts the finishing touch on this premium service. Residual water droplets are buffed away while gently shining and polishing the vehicle surface. Makes the vehicles surface as noticeable as tire shine. Customer Satisfaction Skyrockets!
Show Me the Money The Numbers Typical Express-Exterior is washing 6k cars a month with $3, $6, $9, and $12 packages equally distributed @ 1,500 cars per package $3@1,500= $4,500 $6@1,500= $9,000 $9@1,500= $13,500 $12@1,500= $18,000 $45,000 monthly AVG $7.50 a car Add a new top package that includes TotalShine @ $18 estimate 50% of current top package users will move to the new offering consistently. Your $18,000 monthly revenue from your $12 wash has now increased to $22,500! ($12x750=9,000 + $18x750=$13,500) = $22,500 You ve added a net increase of $4,500 to revenue on the same 6k cars monthly New bottom line is now $49,500 with a per car average of $8.25 Assume cost of new service is $1.25 per car x 750 cars = $937.50 leaving you with a net increase of $3,562.50 monthly or $42,750 in the first year alone! Additional Numbers and ROI Basic TotalShine System - no Buff-n-Dry How fast can you pay off the new equipment? $18,000 for a basic TotalShine System 6,000 cars a month 5 month ROI TotalShine System with a Buff-n-Dry How fast can you pay off the new equipment? $60,000 for a TotalShine System with Buff-n-Dry 6,000 cars a month 16 month ROI 13
14 Show Me the Money Custom Branding & Marketing If you have a recognized brand within your regional area we can create customized graphics No recognized brand-no problem. Branded packages are available LavaShield - ArcticShield - TotalShine Create a detailed plan actively and aggressively market the service» Update your website Coming Soon!» Invite customers to register for a 1-time discount to try the new service» Promote the service on your social networking pages» Traditional media outlets radio, newspapers, flyers Custom Branded
15 Show Me the Money Custom Branded 5 Steps to Bigger Profits SONNY S TotalShine System
Show Me the Money Final Thoughts Don t forget to pick up your free copy of the Liberty Car Wash 2012-2013 financial statistics. They are only available here. Live demonstrations of the TotalShine System will be ongoing at booth #2025 so stop by and take a look. I ll be there to answer any questions you may have. Thanks and Good Washing! Thank You for Attending this Session! Please help us improve the quality of our show by completing your session evaluation form. Completed forms may be given to the room monitor as you exit. 16