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The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.
. . . . . . . . . .5 . . . . . 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 5. . . . . . . . . . . . . . . . . . .9 Situation Analysis . . . . .4 Target Marketing . . . . . . . . .2. . . . . . .6 Strategy Pyramids . . . . . . 2. . . . . . . . . . . . 2. . . . . . . . . . 2. . . . . . . . . . . . . . . . .2 . .3 . . . .7 Marketing Mix . . . . . . . . . . . . . . . . .1 Implementation Milestones . .2. . . . . . . . . . . . . . . .6 . . . . . . .1. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Marketing Research . . . . .7 . . . . . . . . . . . . . . .1 Break-even Analysis . .2 . . . . . . . . . . . . . . . . . . . . . 2. . . . . . . . . . . . . . . . . .5 . . . .7 .7 . . . . . . . . . .8 . . . . . .2 Marketing Organization . .3 Opportunities . . . . . . . . . . . . .0 Controls 13 5. . . . . . . .2 Sales Forecast . . . . . . . . . . . . . . . .3 Contingency Planning . . . . . . . . . . .5 . . . . . . . 4. . . . . . . . . . . . . . . . .5 . . . . . . . . . . . . . and Forecasts 4. . . . . .0 Financials. . . . . . . . . . .0 4.1 . . . .2 . . . 3. . . .0 Executive Summary . . . . . . . . . . . .3 Market Trends . .4 Market Growth . . .8 . . . . . . . . . . .1 Market Demographics 2. 4. . . . . . . . . . . . .3 Expense Forecast . . . . . . . . . . . . . . . 13 5. . .2 Weaknesses . . . . .6 . . . . . . . . . . . . . .1. . . . . .4 . . .9 .4 Threats . . . . . . . . .7 . . . . . . . . . . . . . .5 . . . . . . . . . . . . . . . . . .0 2. . . 3. . . .2 Marketing Objectives 3. . . . . . . . . . . . . . . . . . . . . . . . . .Table Of Contents 1. . . . . . . . . . . . . . . . Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . .1 Mission . . . . . .2 Market Needs . . . . . . . . . . . .1. . . . . . . . . . . . . . . . .5 Keys to Success . . . . . . . . .5 Positioning . . . . . . . . 2. . . . . . .2. . . . . . . . . . . . . . . . . . . 12 5.6 . . . . . . . . . . . . 3. . .4 Services .3 Financial Objectives 3. . . . . . . . . . . 2. .2. . . . . . . . . . . . . .7 . . . . . . . . . . . . . . . . . . . . . . . . . 3. .2 SWOT Analysis . .3 . . . 3. . . . 14 . . . . . . . . . . . . . 3. . . 2. 2. . . . .1. 2. . . .6 Critical Issues . . . . . . . 11 . . . . . .1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . 3. 2. . . . .3 Competition . . . . . .9 . . . . . . . . . . . . . . . . 2. Budgets. . . . . . . . . . . . . .1 Strengths . 2. . . . . . . . . .6 . . . . . . . . . . . . 2. . .
It is owned by Mark Deshpande.650 2005 $8. Having owned a car repair shop in East Meadow for over 30 years.000 annually.000 $140.000 $0 2003 2004 2005 Individuals Businesses Table 1. Additionally.662 $9.988 $175. the Deshpande family is well known and respected in the neighborhood. efficiently and expertly cleaning customer's cars so that they will be repeat users of the service.590 2005 $165.783 Page 1 . Long Island. to relax in the upscale atmosphere.086 $6. the car wash will provide excellent service.000 $80.000 $160.804 $322 $4. It is believed that people will come to the car wash not only to have their cars cleaned and detailed.000 $120. The car wash will be based in East Meadow. Over 40% of households in the immediate neighborhood earn over $70.776 $131.000 $20.517 2003 $3. The differentiator for Soapy Rides (SR) will be Mark and the Deshpande name.000 $40.000 $100. a young entrepreneur who has worked in the family car repair business for over 10 years.152 $439 $6. Soapy Rides will have 20% market share of the hand car wash business in the East Meadow neighborhood by the end of year three.000 $60.Soapy Rides Car Wash 1. New York. with a potential to convert a percentage of people from machine car washes. and as a social outing to meet up with and chat with others.431 $82. Annual Sales Forecast $180. Soapy Rides will maintain a 95% gross profit margin and make 11% net profit margin after 12 months of operation.126 2004 $123.283 $499 $8. This area has a number of benefits in terms of the market that it will provide for the business.0 Executive Summary Soapy Rides Car Wash will be the prominent car wash facility for luxury vehicles in East Meadow.809 2004 $6.033 $8.0: Sales Forecast Sales Forecast Sales Individuals Businesses Total Sales Direct Cost of Sales Individuals Businesses Subtotal Cost of Sales 2003 $76.
948 2006 60. • A 25 mile radius is in need of the services. Behavior Factors • 43% of the target customers lease their cars.00% 2.000. however. Demographics • Gender breakdown is 63% male and 37% female. Men are more likely to spend money on their cars with accessories and are more likely to buy a car as a reward for some accomplishment as a treat for themselves.421 2007 67.1: Target Market Forecast Target Market Forecast Potential Customers Individuals Businesses Total Growth 12% 1% 12.0 Situation Analysis Soapy Rides is entering its first year of operation. and how Soapy Rides can better communicate with them.00% 0. • The total targeted population is just over 43.661 9 67. Page 2 . Mark believes that a comprehensive marketing strategy will be key to the success of the business. NY. demographic.1.000. • 73% of the target population have an undergraduate degree. Using this line of reasoning. Table 2. their specific needs. • 40% of the households have an income exceeding $70. Soapy Rides offers a premium hand car washing service provided by a well-known local family. Women tend to view cars as an object of utility.1 Market Summary Soapy Rides possess good information about the market and knows a great deal about the target customers.939 9 53.Soapy Rides Car Wash 2.169 2005 53.00% 2003 43.009 2004 48. Male to female ratio is explained by the fact that men typically care more about their automobiles. women are more likely to use the automatic car wash as they are less concerned about preserving their car. The basic market need is a premium car washing service that is far less abrasive than the traditional automatic car washes. and behavior factors: Geographics • The immediate geographic target is the city of East Meadow.00% 12. 2.000 9 43.160 9 48. 87% of the business will be from a seven mile radius. This information will be leveraged to better understand who is served.1 Market Demographics The profile for Soapy Rides' target customer consists of the following geographic. 39% have a graduate degree.412 9 60. • Individual and family image is personified by the type and condition of the automobile that they have.670 CAGR 12.
000 40.000 0 2003 2004 2005 2006 2007 Individuals Businesses Page 3 .1.000 50.2 Market Needs Soapy Rides is providing the market with a premium hand car wash service for the East Meadow community.000 60. This trend has been fueled by the progression of technology. as well as the time needed to provide the service.1.Soapy Rides Car Wash 2. and with market supply decreasing demand for its services will increase. While one might presume that this would lead to the demise hand washing.000 20. They will not regularly use SR unless they receive excellent service. • High quality washes: The target market values a higher quality wash for their upper-end cars.3 Market Trends The market trends for the car washing industry have seen a gravitation from hand washing to automatic washing machine facilities.000 10. 2. Market Forecast 70.000 30. SR seeks to fulfill the following benefits that are important to the customers: • Exemplary customer service: The target customers have money and are used to having excellent customer service. to gain market share. This trend will not have a significant impact on hand washing facilities that have a sufficiently large customer base that posess expensive cars. Soapy Rides targets upper end clientele. • Convenience: The hours of operation. The automatic washing machines have become less expensive and more efficient over the last few years to the point that it is typically cost effective to invest in these machines. the abrasiveness of the machines will never be appropriate for expensive automobiles. must be convenient and fast respectively.
1.00% 2.00% 6.00% 0.00% 4. Target Market Growth 12. Growth is forecasted at 4% for the next four years.00% Individuals Businesses Page 4 .4 Market Growth The car washing market has seen steady.00% 10. 4% growth for the last six years.00% 8.Soapy Rides Car Wash 2.
• The ability to decrease the fixed costs as a percentage of an individual sale as volume increases.2.Soapy Rides Car Wash 2. 2. • A slump in the economy.2. 2. 2. • A high likelihood of repeat business. • Strong family name recognition and equity in the community. • The need to have a fairly constant volume of business to support the necessary service staff. 2.3 Opportunities • Participation within a steadily growing industry. • The learning curve associated with entering an industry without prior direct experience.2 SWOT Analysis The following SWOT analysis captures the key strength and weaknesses within the company.1 Strengths • Good relationships with many perspective customers in the target market.2 Weaknesses • The need for reliance on outside investors. • The perception that there is not a difference in quality between a hand and machine wash. Page 5 .2. reducing discretionary spending. • Well-trained employees. and describes the opportunities and threats facing Soapy Rides.4 Threats • Future/potential competition from a franchised firm.2.
Complete car detailing. Page 6 .6 Critical Issues Soapy Rides is still in the speculative stages as a start-up organization. • Convenience. Car cleaning (interior).5 Keys to Success Soapy Rides keys to success are: • High-quality services resulting in repeat business and referal generation. 2. 2. • Establish Soapy Rides as the premier hand car wash service provider in the East Meadow area through referrals.3 Competition There is one other hand car wash shop in East Meadow. 2. Its critical issues are: • Continue to take a modest fiscal approach. The customers who Soapy Rides is targeting have their cars washed based on the quality of the job. increasing the customer base and developing brand equity. • Benchmarked customer service. but because it is economically wise to. expand at a reasonable rate. so prices will be approximately 30% less for these customers to promote volume usage. It is quite new and is trying to compete with automatic car washes by offering low prices. it is not targeting the customers who seek quality cleaning. They do not mind spending a little more each week to have their car washed and waxed in order to keep the paint work in excellent shape. However. not for the sake of expansion in itself.4 Services Soapy Rides will provide the following services: • • • • Car waxing Car washing (exterior).Soapy Rides Car Wash 2. • Build brand awareness. The business customers that Soapy Rides targets will be more cost conscious.
The aim is to inform these customers that Soapy Rides will keep their car looking as good as it did the day they drove it off the lot. • Achieve a double-digit growth rate each year for at least the first three years. Page 7 2. • Develop brand awareness and acceptance. Older luxury car owners: These people have either owned their high-end luxury cars for several years or are unable to afford the expense of a new luxury car but want the feel of relaxed driving. • Steadily increase market share every quarter.2 Marketing Objectives • Increase repeat customers by 4% a quarter.Soapy Rides Car Wash 3. and build the customer base. • Develop efficiencies in the delivery of the service through advanced training and work-flow analysis. Sports car owners: These people are often younger or middle-aged men and will regard the look of their car as important. These owners take great pride in their cars and will bring them often to the wash and detail service. 3. 3. The goal with these customers is to promote regular use of the wash and detail service. The strategy will use several different methods to achieve these goals. increase customer awareness of Soapy Rides. Those who have bought second-hand cars will often spend many hours in their cars and will place high importance on keeping their cars looking good.1 Mission The mission of Soapy Rides is to provide top-quality washing and detail service for luxury car owners in East Meadow. They will also pride themselves on the look of their car and will have their car hand washed (at least) weekly. New car owners: Owners of newer cars are most likely to use a hand car washing service.0 Marketing Strategy The marketing strategy will be to develop brand equity.4 Target Marketing Soapy Rides segments its customers by type of car ownership. NY. Soapy Rides will work to keep employees satisfied in order to maintain impeccable customer service. 3. SR believes that the type of car a person owns says volumes about their car washing and detailing requirements. 1.3 Financial Objectives • Increase the profit margin by 5% a quarter. . These drivers will have an occasional detail. These owners will bring their cars in for regular washes and occasional details. but will keep their cars so clean the detail will not be necessary very often. 3. Both of these groups want to keep their cars in the best shape possible. quantified by a decrease in customer acquisition costs. 3.
The second method will be networking. • The family has been in the car business for over 30 years. The message that SR seeks to communicate is that its hand washes are superior to machine washed alternatives that can cause harm to cars. and are more likely to be women. Lifetime owners: Many of these people have owned their cars for more than five or six years. In addition. to a minimum. Mark will leverage the equity already earned by his family from years of local business dealings. Please note for analysis purposes in regards to the charts and graphs. develop a customer base. which will keep costs. 5. The Islander. in terms of time spent per car. They are attached to their cars as friends and though it may be more sensible for them to purchase a new car. The first method is the placement of advertisements in the local newspaper. just when the car is dirty. they will bring their car in for a wash occasionally. efficient car washing service to perform this service. • Mark has put a great deal of emphasis on creating a system that is both fast and efficient. the different segments will be grouped into individuals and businesses.6 Strategy Pyramids The single objective is to position Soapy Rides as the premier automobile hand washing company in the area. they will not have a detail carried out on their car unless they are selling it. steady increasing market share. These businesses will be looking for a cost effective. 3. This will be done to allow the charts and graphs to have a clean look that will aid in the ability to quickly discern information from them. and work toward building customer loyalty. These dealerships often use outside car wash services to detail their vehicles before they are put up for sale. and want to keep it in good shape but are not tied up in the look of their car. The use of coupons will likely introduce people who are not yet familiar with Mark's family to SR and the services that it offers. The local paper. 3. there are fifteen other car dealerships within a seven-mile radius of Soapy Rides. The marketing strategy will seek to first create customer awareness. They like their cars to look presentable. For this reason. Dealerships: There are five new and used car dealerships within three miles of the proposed location of Soapy Rides. like the general public. and will prefer to use a car wash service during the week rather than during weekends. Local businesses: Some local businesses have fleets of cars and small vans that must be kept clean to maintain their company image.5 Positioning Soapy Rides seeks to position themselves as the premier hand auto washing service provider in the East Meadow area. is well read and will reach a high portion of the target market segment. 6. This positioning will be achieved by leveraging their competitive edge: • Mark Deshpande and the quality of the family name in the East Meadow area. The last method of communication for SR's marketing pyramid is the use of coupons within The Islander. The networking will be a good source of customers as Mark's family has developed significant trust relationships with many in their community. This message will be communicated through several different methods. and has an excellent reputation and a myriad of both business and personal contacts.Soapy Rides Car Wash 4. Page 8 .
• Pricing: The pricing scheme is based on a per service price. sales forecasts. A total of 54 surveys were returned completed. • Customer service: Exemplary customer service will be provided. the survey provided Soapy Rides with new information that would have been otherwise unavailable. and Forecasts This section will offer a financial overview of Soapy Rides as it relates to the marketing activities. The results of the survey provided valuable insight into customer preferences. • Distribution: The offered services will be distributed from SR's facilities. and how they relate to the marketing effort. the end result was a far more valid and statistically significant product. While Mark could have developed the survey in-house. The survey was handed out to 150 people within the target market.7 Marketing Mix Soapy Rides marketing mix is comprised of the following approaches to pricing. and customer service. as well as the decision making process of the target market. SR will address Break-even Analysis.0 Financials. Page 9 .Soapy Rides Car Wash 3. A "Soapy Card" can be purchased which provides a volume discount to the user. Budgets. 3.8 Marketing Research During the initial stages of the marketing plan development Mark performed primary market research in the form of a questionnaire/survey. Mark outsourced the development of the survey to a local professor of statistics. advertising and promotion. expense forecasts. • Advertising and promotion: SR will use several different methods for advertising and promotion. 4. distribution. While some of the already held assumptions were confirmed.
000) $0 $3.000 $4.120 $9.00 $7.000 $6.180 $12. Break-even Analysis $8.300 Monthly break-even point Break-even point = where line intersects with 0 Table 4.Soapy Rides Car Wash 4.000 $0 ($2.000) ($4.000 $2.500 Page 10 .122 $45.000) ($8.122 is needed in monthly revenue to equal total monthly expenses.000) ($6.00 $8.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even Monthly Sales Break-even Assumptions: Average Per-Unit Revenue Average Per-Unit Variable Cost Estimated Monthly Fixed Cost 203 $9.240 $15.1 Break-even Analysis The Break-even Analysis indicates that $9.060 $6.
2: Sales Forecast Sales Forecast Sales Individuals Businesses Total Sales Direct Cost of Sales Individuals Businesses Subtotal Cost of Sales 2003 $76. However.2 Sales Forecast The following chart forecasts sales based upon the Market Segmentation Strategy.650 2005 $8.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Individuals Businesses Table 4.000 $10.126 2004 $123. and to drop off in the winter.590 2005 $165. Sales are seasonal in this industry.000 $6. Monthly Sales Forecast $16.033 $8.086 $6.783 Page 11 .000 $14.283 $499 $8.Soapy Rides Car Wash 4.000 $2.000 $12.776 $131.809 2004 $6.000 $4.988 $175. SR will aim to flatten sales across the sales cycle by targeting segments that will want to keep their cars clean and looking good year round.517 2003 $3.662 $9.000 $8.431 $82.804 $322 $4. tending to be higher in the warmer summer months.152 $439 $6.
93% 2005 $24.500 -----------$22.000 $2.868 79.000 $1.500 $1.500 $2.000 $1.500 -----------$28.000 $500 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Table 4.500 17.500 Advertisements Networking Coupons $1.719 77.000 $2.275 20.3 Expense Forecast The expense forecast will be used as a tool to keep the department on target and provide indicators if corrections need to be made.575 -----------$17.000 15. it will require the department to undertake long-term analysis.Soapy Rides Car Wash 4. Monthly Expense Budget $2.06% Page 12 .94% $61.94% $138. Additionally.600 $1.116 74.07% $102.3: Marketing Expense Budget Marketing Expense Budget Advertisements Networking Coupons Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales 2003 $14.100 $1.06% 2004 $19.
The following areas will be monitored to gauge performance: • • • • Revenue: monthly and annual.550 $1.0 Controls The purpose of SR's marketing plan is to serve as a guide for the organization. Milestones Marketing plan completion Advertisement campaign #1 Profitability for the coupon program Advertisement campaign #2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Table 5. Customer satisfaction. Sales: monthly and annual.105 Manager Mark Mark Mark Mark Department Marketing Marketing Marketing Marketing Page 13 .1 Implementation Milestones The following milestones identify the key marketing programs.1: Milestones Milestones Milestone Marketing plan completion Advertisement campaign #1 Profitability for the coupon program Advertisement campaign #2 Totals Plan Start Date 1/1/03 2/1/03 4/1/03 7/1/03 End Date 2/1/03 6/30/03 7/15/03 12/30/03 Budget $0 $6.550 $15.Soapy Rides Car Wash 5. meeting plan. to increase on a consistent basis. from each customer of Soapy Rides. It is important to accomplish each one on time and on budget.005 $7. 5. Repeat business. meeting planned objectives.
Page 14 .3 Contingency Planning Difficulties and Risks • • • • Problems generating visibility.2 Marketing Organization Mark Deshpande will be responsible for the marketing activities. Unanticipated water issues—costs or ability—beyond what the business can support. • Having to liquidate equipment to cover liabilities. 5. due to ongoing overhead costs. Successful experiences will be repeated in the future. Worst Case Risks May Include • Determining that the business cannot support itself on an ongoing basis. Overly aggressive and debilitating actions by competitors. Inability to generate and sustain repeat business. Mark's responsibilities will include accessing the performance of each campaign and program.Soapy Rides Car Wash 5.
766 $544 $7.976 Oct $517 $32 $549 Nov $12.0 Sales Forecast Sales Forecast Sales Individuals Businesses Total Sales Direct Cost of Sales Individuals Businesses Subtotal Cost of Sales Plan Jan $300 $200 $500 Jan $15 $10 $25 Feb $345 $350 $695 Feb $17 $18 $35 Mar $500 $450 $950 Mar $25 $23 $48 Apr $1.890 $601 $9.976 $623 $10.310 Jun $338 $27 $366 Jul $7.677 Nov $650 $34 $684 Dec $14.256 Dec $728 $35 $763 Page 1 .332 $644 $10.Appendix: Soapy Rides Car Wash Table 1.476 Jul $394 $30 $424 Aug $8.222 $500 $1.878 $598 $8.491 Aug $445 $30 $475 Sep $9.865 May $117 $27 $143 Jun $6.599 Sep $499 $31 $530 Oct $10.554 $702 $15.722 Apr $61 $25 $86 May $2.333 $532 $2.990 $687 $13.
2 Sales Forecast Sales Forecast Sales Individuals Businesses Total Sales Direct Cost of Sales Individuals Businesses Subtotal Cost of Sales Plan Jan $300 $200 $500 Jan $15 $10 $25 Feb $345 $350 $695 Feb $17 $18 $35 Mar $500 $450 $950 Mar $25 $23 $48 Apr $1.722 Apr $61 $25 $86 May $2.Appendix: Soapy Rides Car Wash Table 4.976 $623 $10.677 Nov $650 $34 $684 Dec $14.476 Jul $394 $30 $424 Aug $8.599 Sep $499 $31 $530 Oct $10.976 Oct $517 $32 $549 Nov $12.890 $601 $9.256 Dec $728 $35 $763 Page 2 .491 Aug $445 $30 $475 Sep $9.878 $598 $8.554 $702 $15.332 $644 $10.766 $544 $7.865 May $117 $27 $143 Jun $6.990 $687 $13.310 Jun $338 $27 $366 Jul $7.222 $500 $1.333 $532 $2.
60% $6.47% Apr $1.31% $1.3 Marketing Expense Budget Marketing Expense Budget Advertisements Networking Coupons Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales Jan $1.800 189.993 80.170 84.293 80.97% Oct $1.500 $150 $150 -----------$1.68% Aug $700 $150 $175 -----------$1.275 12.025 10.40% Jul $600 $125 $150 -----------$875 10.50% May $500 $125 $100 -----------$725 25.000 $100 $100 -----------$2.63% $8.991 84.50% ($439) -25.602 78.20% Sep $1.750 $150 $175 -----------$2.794 82.000 14.42% $12.000 $175 $100 -----------$1.825 16.37% Nov $1.075 120.500 $200 $125 -----------$1.997 69.750 $100 $150 -----------$2.200 14.47% ($898) -94.00% ($725) -145.58% Page 3 .000 $100 $100 -----------$1.03% $8.69% Jun $550 $100 $125 -----------$775 10.250 $125 $125 -----------$1.500 215.177 84.Appendix: Soapy Rides Car Wash Table 4.32% $7.62% $10.00% Feb $1.38% Dec $2.83% Mar $1.200 240.83% ($840) -120.80% $7.
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