Pommery Limo Service, Inc.

Patrick V. Ray

Table of Contents
Pommery Limo Service..................................................................................... 1
Industry............................................................................................................ 1
Services............................................................................................................ 1
Event Services.............................................................................................. 2
Contract Business Services...........................................................................2
General Limo Services.................................................................................. 2
Market Analysis................................................................................................ 2
Emerging Markets......................................................................................... 2
Competition.................................................................................................. 2
Market Expansion.......................................................................................... 3
Pro Formas....................................................................................................... 3
Ownership........................................................................................................ 3
Strategy........................................................................................................... 4

Business Plan
Pommery Limo Service
Pommery Limo Service (Pommery), since it was founded as a Delaware
corporation in 2008, has operated as a niche player in the limousine service
industry. Headquarters for Pommery are located in Chicago.

Industry
Three distinct segments comprise the limousine service industry:

Small local limousine service companies that provide individual

services by reservation or on demand.
Large companies with licenses in virtually every state that provide a
full range of services.
Niche markets that target specific types of clientele.

Pommery operates in the third industry segment, focusing primarily on

business executive services and event services. It also provides some
miscellaneous services to individuals requesting service. The overall industry
is highly competitive. The most intensive competition exists in the first two
segments of the industry. Pommerys Board of Directors and management
agree that Pommery cannot and should not try to compete with the major
national companies for numerous reasons. They also agree that Pommery
cannot compete with the small, local services because of the cost structure
involved in providing a fleet of luxury cars and stretch limos.

Services
The mix of Pommery Limo Services is composed of business executive
services, major event services, and general limo services. The primary
services are those provided for business executives. Business executive
services include an array of services depending on the needs of the client.
Business needs are provided to executives of the company and to guests who
visit the company.

Event Services
These services are called event services because they exist to transport
passengers to attend specific events that are occurring. The range of events
spans from those that occur one time or rarely to regularly scheduled events.
Seasonal events are those that occur regularly during a specified period of
time. Weddings, athletic events, proms, and graduation events are the most
popular events. These events often include requests for other services from
out-of-town clients.

Contract Business Services

Contract business services sometimes overlap with event services. The
primary difference is that the contracts are with specific business
organizations for all of their ground transportation needs for their own
executives and for clients who visit their organizations.
Requests for services in markets not covered by Pommery are handled by
cooperative arrangements with a national organization that offers a
significantly reduced rate to Pommery for its clients.

General Limo Services

Pommery provides service by reservation or on demand from individuals or
companies without a contract. In larger markets, many companies begin with
general services and later convert to contract services. In smaller markets,
these services help to increase the vehicle utilization rates. 1

Market Analysis
Pommery is headquartered in Chicago, Illinois with its main office located at
1340 N. Astor Street. Pommery Limo Service provides services in 18 cities in
12 states located in the Midwest, Southwest, and Atlantic Coast regions. The
first regional office was established in the Southwest region. The regional
office in Houston serves other cities in Texas, Louisiana, Oklahoma, Colorado,
and Arizona.

Emerging Markets
The focus on market growth is on cities in the Midwest, Southwest, and
Atlantic Coast regions. It is advantageous to serve mid-size cities within 125
miles of a large city served by Pommery. The larger city can provide support
for large events in the mid-sized cities.
1 The vehicle utilization rate in large cities is 32% higher than in mid-size
cities.

Competition
National companies (licensed in most states) compete in all of the markets in
which Pommery operates. Pommery has some advantages because of its
local presence and relationships with the business community.

Market Expansion
The real challenge is to increase the number of markets Pommery serves.
Business can be increased through promotional activities and strategic
alliances with travel partners. Pilot projects have produced promising results
and are being evaluated as part of the growth strategy. However, the
challenge is to attract investors (and chauffeur investors) who can support
the costs associated with a significant increase in the number of vehicles in
the fleet.

Pro Formas
Pro formas for each year since inception as well as projections for the next
three years are provided in a separate financial package. The data are
presented in both printed format and electronic format that also includes
interactive models for "What if" scenarios.

Ownership
Three million shares of common stock have been authorized. Of the
authorized shares, 750,000 shares have been issued. Common stock
ownership is diverse, as noted in the following groupings.

Founder 28.68%
Business
Outside
Senior
Employee
Community
Directors
Officers
14.65%
16.75%
15.67%
24.25%

Strategy
Pommery Limo Service strives to become the dominant limo service in the
cities it serves. Pommery also plans to expand its geographic area over the
next three years. Pommerys core competencies involve providing safe, highquality, luxury services that are cost effective. All other services provided are
designed to facilitate and enhance the continual development of the core
competencies.
To implement this strategy, Pommery Limo Service must expand its service in
the cities it currently serves as well as expand into other areas. Expansion
will require a major increase in vehicle fleet size. 2

2 The fleet currently consists of 192 stretch limos and 450 executive cars.