Business Plan - ERS..Working

Emergency Road Services Pakistan
Table of Contents
1. EXECUTIVE SUMMARY........................................................................................................................ 3
2. INTRODUCTION .................................................................................................................................... 4
2.1 LOCATION ............................................................................................................................................................4
2.1 NAME OF PRINCIPLES........................................................................................................................................4
2.2 MISSION ...............................................................................................................................................................4
2.3 OBJECTIVES .........................................................................................................................................................4
2.4 KEYS TO SUCCESS ...............................................................................................................................................5
3. MARKET ANALYSIS .............................................................................................................................. 6
3.1 MARKET TRENDS ...............................................................................................................................................7
3.2 MARKET FACTS ..................................................................................................................................................7
3.3 MARKET NEEDS .................................................................................................................................................7
3.4 MARKET FORECAST ...........................................................................................................................................8
3.5 ANALYSIS OF COMPETITION .............................................................................................................................8
3.5.1 Direct Competitors ....................................................................................................................................... 8
3.5.2 Indirect Competitors .................................................................................................................................... 8
3.6 SURVEY FINDINGS ..............................................................................................................................................9
4. SERVICES ................................................................................................................................................. 9
4.1 MEMBERSHIP ................................................................................................................................................... 10
4.2 SERVICES OVERVIEW...................................................................................................................................... 10
4.2.1 Towing.............................................................................................................................................................10
4.2.2 Flat tire Assistance ....................................................................................................................................10
4.2.3 Battery Service ............................................................................................................................................10
4.2.4 Extracting/Winching ...............................................................................................................................11
4.2.5 Lost Key / Lockout Service .....................................................................................................................11
4.2.6 Mechanical Adjustments .........................................................................................................................11
4.2.7 Vehicle Fluid Delivery ...............................................................................................................................11
4.3 WHY PEOPLE NEED THIS SERVICE? ............................................................................................................ 11
4.4 BENEFITS AND FEATURES ............................................................................................................................. 11
4.5 FUTURE SERVICES........................................................................................................................................... 11
5. MARKETING PLAN ................................................................................................................................ 12
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5.1 UNIQUE MARKET NICHE................................................................................................................................ 12

5.2 BUSINESS IDENTITY ........................................................................................................................................ 12
5.3 PRICING ............................................................................................................................................................ 12
5.4 TARGET MARKET ............................................................................................................................................ 12
5.5 DEMOGRAPHICS OF TARGET MARKET ........................................................................................................ 12
5.5.1 Age Distribution ..........................................................................................................................................13
5.5.2 Distribution by Income Level ................................................................................................................14
5.6 MARKETING STRATEGY ................................................................................................................................. 15
5.6.1 Advertising & Promotion ........................................................................................................................15
5.6.2 Media Plan .....................................................................................................................................................15
5.6.3 Contract with insurance companies ..................................................................................................16
5.6.4 Contract with Dealers ..............................................................................................................................16
5.6.5 Other desks ....................................................................................................................................................16
5.7 POSITIONING .................................................................................................................................................... 17
5.7.1 Positioning Statement..............................................................................................................................17
6. HR PLAN ................................................................................................................................................... 18
6.1 EMPLOYEES AND PAYROLL FOR FIRST YEAR ............................................................................................. 18
6.2 EMPLOYEES AND PAYROLL FOR SECOND AND THIRD YEAR.................................................................... 19
7. OPERATIONAL PLAN............................................................................................................................ 20
7.1 CHECKPOINTS .................................................................................................................................................. 20
7.3 THREE SHIFT SYSTEM ..................................................................................................................................... 21
7.4 TECHNOLOGY ................................................................................................................................................... 21
7.5 SERVICE EXECUTION TIMELINE.................................................................................................................... 22
7.6 MEMBER AND CUSTOMER SUPPORT ............................................................................................................ 22
7.7 FEED BACK ....................................................................................................................................................... 22
7.7.1 Call centers ....................................................................................................................................................22
7.7.2 Websites ..........................................................................................................................................................22
8. FINANCIAL PLAN ................................................................................................................................... 23
8.1 SOURCES OF CAPITAL ......................................................................................................................................... 23
8.2 START UP EXPENSES ...................................................................................................................................... 23
8.4 IMPORTANT ASSUMPTIONS ........................................................................................................................... 23
8.5 PRO FORMA PROFIT AND LOSS..................................................................................................................... 24
9. SWOT ANALYSIS .................................................................................................................................... 25
9.1 STRENGTHS .......................................................................................................................................................... 25
9.2 WEAKNESSES ................................................................................................................................................... 25
9.3 OPPORTUNITIES .............................................................................................................................................. 25
9.4 THREATS .......................................................................................................................................................... 25
9.5 GRAPHIC REPRESENTATION OF SWOT ANALYSIS ................................................................................... 26
MANAGEMENT ............................................................................................................................................ 27
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1. Executive Summary
Emergency Road Services Pakistan (ERS Pakistan) is emergency and roadside car service.
Employees of ERS will travel around Lahore on customized bikes to help people in case
their car breaks down. Service calls can be made anytime on our toll free number. People
will call and inform us of their location and their problem. We will send personnel with a
tow truck or a motorbike depending on their problem. ERS Pakistan will maintain a time of
less than 20 minutes to reach our customer after receiving their call.
We have divided Lahore into 9 parts with each part having a checkpoint. There will 9 bikes
in 9 areas of Lahore. The 9 checkpoints have been decided after extensive market research
and surveying. There will be two tow trucks providing towing/extracting and winching
services throughout Lahore.
ERS Pakistan will provide roadside car assistance 24/7 and all days round the year.
ERS will eliminate the inconvenience faced by several people when their car breaks down.
ERS will also provide services to people when they are involved in car accidents. E.R.S has
no competitor and is enjoying monopoly so the company will earn a handsome amount of
profit.
Our extremely successful market research reveals tremendous potential in a currently

untapped market. Respondents expressed dissatisfaction with their existing car mechanics
and a strong interest in our proposed service.
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2. Introduction
2.1 Location
The name of the business is Emergency Road Services Pakistan. The call center and the
operating office of the business will be located at Office # 23, First floor Lucky Centre, Jail
road, Lahore.
2.1 Name of Principles
 SEHRISH TARIQ D/o Tariq Malik

 Tauseef ur Rehman
 Ameer.Hamza.All-ou-ddin
 Shahzaib
2.2 Mission
ERS Pakistan’s mission is to provide comfort through its in-time and quality roadside
services. We exist to attract and maintain customers. When we adhere to this maxim,
everything else will fall into place. Our services will exceed the expectations of our
customers.
2.3 Objectives
 Maintain a high gross profit margin.

 Maintain a modest, steadily growing net profit margin.
 Expand to another city after three years of operation.
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 Launch a workshop and auto club in Lahore after five years of operation.
2.4 Keys to Success

The success key factors in this industry are:
 Expedient and convenient auto repair services.

 Charging a standard and fixed rate to all customers
 Quality of service.
 Good business practice.
 Skilled workforce.
 Marketing efforts/information provided to customers.
 Technologically advanced equipment.
 Well-trained and professional employees that provide quick and hassle free support.
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3. Market Analysis
6
3.1 Market Trends

The Market trend for automobile repair is towards the local garages and local workshops.
Some people have their own local mechanics that work for them. There is no service
introduced in the market like ERS Pakistan.
We have identified the following trends that help us:
 Rate of used cars is more then new cars. These old cars need more maintenance as
compared to new cars.
 There has been an explosive growth in the number of cars in Lahore in the past few
years, which has had direct effect on the number of cars that need maintenance. This
increase in number will positively affect our sales.
 Most of the local workshops do not have standard rates. They charge as they like.
This arbitrary charge discourages the car owners from going to local workshops. We
will have a standardized rate list which will be mentioned on our website and our
brochures. The standard prices will encourage the people to use our services.
 Now-a-days people are showing a tendency to move to far-flung isolated societies

like Lake City and Eden Lane Villas. Most of these societies are in the
developmental stages and do not have workshops and car repair services in them. If
the car of the residents of these societies breaks down, they have to go through a lot
of hassle to get a mechanic and getting their car fixed. ERS Pakistan is just a call
away and our research shows that people of these societies are very inclined towards
using our services.
3.2 Market Facts
Population of Lahore 10 Million

Car users 0.96 Million
New car users 35000
Old Car Users 925000
3.3 Market Needs

Services of ERS Pakistan are the basic needs of car owners. ERS will serve the car owners
in their bad times. A roadside emergency is one of the most stressful problems that car
owners experience. With ERS Pakistan providing roadside services people will drive with
peace of mind.
Car owners are also inclined towards using standard rates instead of the arbitrarily charged
rates of the local workshops. People living in far off areas and remote societies like Eden
Lane Villas and Lake City do not have easy access to mechanic or workshops. People living
in such areas especially need our services.
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3.4 Market Forecast
The above market forecast shows that the number of buyers of used cars is more than the
buyers of new cars. Old cars need more maintenance than the new cars and the odds of old
cars breaking down in the middle of the road are higher as compared to the new cars.
Naturally, the number of new cars is much less than the number of old cars. Lahore being
one of the largest cities of Pakistan is the home to a large portion of these cars. Old cars
usually break down in the middle of the road causing pain for the owner.
The number of car purchases has been growing steadily and from our research we forecast
that this number will keep on increasing. Hence our sales will also increase as the number
of cars increase.
As a general rule, Local garages do not have efficient and loyal mechanics, which will turn
the trend in the coming year towards the use of ERS Pakistan.
3.5 Analysis of Competition

3.5.1 Direct Competitors
ERS is the first of its kind business in Lahore. There are no direct competitors of our
services.
3.5.2 Indirect Competitors
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The local workshops and garages are the indirect competitors of our services to some
extent. Local garages provide towing services. In case a car breaks down in the middle of
the road, the workshop will first tow the car to their location and then fix it. This is very
time consuming and usually very costly, hence our service has an edge on the local
workshops because we will fix the car quickly at the location of the customer.
We will also provide towing services in case there is a fault that cannot be fixed at the spot.
3.6 Survey Findings
Q : Has your car ever broken down in the middle of the road?
Yes 71%
No 29%
How many times has it happened that your car broke down in the middle of the
road since you have been driving?
Never 29%
1-3 Times 30%
3-5 Times 23%
More than 5 Times 18%
If you car has ever broken down on the road, how did you tackle the problem?
Called a mechanic or a friend/family member and waited for them 69%
Moved towards the nearest workshop 21%
Do you think mechanics over charge you at the time of need?
Yes 83%
No 17%
Would you be inclined towards using roadside services?
Yes 77%
No 23%
Would you be willing to pay 15% extra for the roadside services?
Yes 68%
No 32%
4. Services
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4.1 Membership
Our membership will protect the members with roadside assistance. We will charge
Rs.3000 per annum will provide discounts to our members. The nonmembers will be
charged accordingly.
The discount list is as below:
First Five Calls Totally Free

Next Five Calls 50 % Free
Subsequent Calls Full Charge
 Complete Guidance on Motor accident claim is also provided to members. For each
insurance accident claim 10% of Depreciation amount will be paid by “Emergency
Road Services Pakistan.
 For the members, ERS Pakistan will maintain a time of less than 15 minutes to
arrive at their location after getting their call.
4.2 Services Overview

ERS Pakistan has the core competencies amongst its large crew to work on a lot of makes
and models of domestic and foreign vehicles. With trained efficient workers and superior
quality service in sight, quick turnaround is always the standard at ERS Pakistan. ERS
Pakistan’s employees and management focuses on delivering what they promise. This focus
on building strong customer relationships based on trust and integrity will be the catalyst in
establishing a strong regular customer base.
The services will be offered around the clock and seven days a week throughout the year.
The following services will be offered:
4.2.1 Towing
If the vehicle breaks down in the middle of the road because of some mechanical problem,
we will tow the vehicle to any workshop of the customers’ choosing or to our workshop.
4.2.2 Flat tire Assistance
If the vehicle has a spare tire then our team will replace the spare tire. If there is not spare
tire or incase two tires run flat at the same time, our time will fix the flat tire as needed.
4.2.3 Battery Service
Incase the vehicle experiences battery failure, our team will provide a jump-start.
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4.2.4 Extracting/Winching
Provides for the extrication or winching of the automobile when it can be reached from a
normally traveled or established thoroughfare.
4.2.5 Lost Key / Lockout Service
If a client lose their car keys or lock them inside the vehicle, service will be sent to cut new
keys or gain entry into vehicle.
4.2.6 Mechanical Adjustments
Provides for minor adjustments to be made at the disablement site in an attempt to allow the
automobile to operate safely under its own power. If the minor adjustments are
unsuccessful, we will arrange to have it towed to the nearest service facility.
4.2.7 Vehicle Fluid Delivery
If the automobile becomes disabled due to running out of gas or needs other fluids, we will
arrange to have them delivered to the client’s location.
4.3 Why People Need This Service?

As revealed in our survey, it is not unusual that cars break down in the middle of the road or
at a far-flung place, where it is hard for them to find a mechanic or a workshop. At such
times a service like ERS Pakistan is much desired. The mechanics often charges high in
time of need but ERS Pakistan will maintain a standard rate list for all the customer around
Lahore.
4.4 Benefits and Features

3 24/7 Availability
4 Quick Response
5 Standard prices
6 Hassle free work
7 Quality service
4.5 Future Services

In the beginning, ERS Pakistan will only provide roadside services but as the business
grows, we will also start providing accidental car services, which will including:
1. Towing the car from accident location

2. Getting the car fixed from a third party workshop
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5. Marketing Plan
5.1 Unique Market Niche

Our concept is a roadside car services including repair facilities equipped with professional
tools. This will be a great service for getting your car fixed without any hassle. This will
appeal to the people who seek convenience.
5.2 Business Identity

The name of our service will be Emergency Road Services, which completely expresses the
comprehensive set of services offered to the car owners.
5.3 Pricing
Services Prices
Towing Rs.250
Flat Tire Assistance Rs.80
Battery Service Rs.40
Extracting/Winching Rs.200
Key lockout service Rs.150
Lost key Rs.250
Mechanical adjustments Rs.150
Vehicle fluid delivery Rs.20
In case of fluid delivery the customer will be charge Rs.20 over the market price of the fluid
they require.
5.4 Target Market
The business mainly aims at people whose car breaks down in the middle of the road or at a
remote place. In addition, we will also target the people who wish to avoid the
inconvenience of going to a workshop to get minor repairs. Our target markets will include
the following people:
 Old car users needing repairs frequently

 People needing road side assistance
 People needing assistance at night
 People needing convenience
 People demanding hassle free repairs
5.5 Demographics of Target Market
In a comprehensive survey consisting of 2,000 interviews with car owners revealed that
women were generally more inclined as compared to men towards using our services.
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5.5.1 Age Distribution

The breakdown of the respondents according to age was as follows:
Age Percent
18-25 12%
26-35 24%
36-45 32%
46-55 22%
56-65 7%
>65 3%
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5.5.2 Distribution by Income Level

Income is also important in identifying the target market because mostly the people from
the middle sector and upper sector of the income will be interested in using our services.
Income Range Percentage

<30,000 8%
30,000-50,000 32%
50,000-70,000 24%
70,000-90,000 18%
90,000-110,000 10%
>110,000 8%
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5.6 Marketing Strategy

5.6.1 Advertising & Promotion
Posters and flyers will be available on-site, as well as in local specialized stores
(automotive) and department stores. Flyers will be disturbed at traffic signals as well.
As our business is just based in Lahore, the marketing budget will be dedicated to actions
with a local scope. The print advertising will be focused on local newspapers such as Nawa-
e-waqt and the Jung and direct mail marketing. Local radio and local television channels
will be used for broadcast advertising.
The Internet is an additional media channel. A company website can inform current and
potential customers of the services being offered by ERS Pakistan. The website address will
be communicated through all the previously mentioned communication tools to incite
people to check its offers. Visitors to the website can get pricing information.
Business relationships will have to be created with local businesses such as auto parts stores
and car dealers, so that they would give referrals to their own customers to use ERS
Pakistan.
5.6.2 Media Plan
Uses and costs of specific marketing tools for the first year:
Communication Tool Cost Timing
Announce the launch of the service.
Posters and flyers Rs.100,000 Also steady flyers to inform about the
facilities.
Local newspapers and Announce the launch of the service and
Rs.150,000
magazines ongoing ads.
Local radio stations and
Rs.100,000 Ongoing after the launch
television channels
Direct marketing Rs.50,000 Ongoing after the launch
Available before the launch of the service +
Website Rs.75,000
updates
Relations with local
Rs.25,000 Ongoing after the launch
businesses
Total Rs.500,000
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5.6.3 Contract with insurance companies

Once we get going and our services are well taken by the people, we plan to sign contracts
with insurance companies to add our services to their existing insurance plans. This will
rapidly increase the popularity and the sales of ERS Pakistan.
5.6.4 Contract with Dealers

ERS will contract with dealers to allow us to set up a desk at their showrooms. This will
bring rapid publicity to ERS Pakistan
5.6.5 Other desks

We will set help and information desks at some places of Lahore that serve as hotspots for
car dealers and car deals. We will place help desks at place where we can approach our
target markets.
5.6.6 Website
The website will be launched to provide the necessary information to general public the
URL of that website would be http://www.ers.com.pk/ We will also use other mediums of
marketing including Facebook and Google Plus.
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5.7 Positioning
ERS Pakistan will position itself as the fully professional and convenient alternative to local
garages and workshops because local garages consumes more time to make good a car and
time is money for people. People that work during normal working hours will appreciate
this new alterative.
5.7.1 Positioning Statement
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6. HR Plan
We plan to hire skilled people from local workshops. From our research, we have concluded
that many experienced and skilled workshops get around 7000-8000 every month for their
work. We plan to hire these workers with a better salary and opportunities for increase in
income. We have also found that at most of the workshops mechanics have to work for
more than 12 hours everyday as required by the owner of the workshop, we will offer them
a prescheduled shift of 8 hours.
We plan to check the employees with several practical tests. We will test their knowledge
about cars in specific and about all vehicles in general.
Call center agents will be hired by Internet job postings on websites like careermidway.com
and bayrozgar.com.
Four tow truck people will be hired who will work 12 hours shift each day. We have
contracted with two workshops for towing cars. The tow trucks and a tow truck operator
will be provided by the workshop and our employee will be there to make sure that quality
service is provided and there is no overcharging or disloyalty. From our survey, we
anticipate that there will be less towing work and hence we have made only two
checkpoints for the tow truck workers. In return for their tow truck, ERS Pakistan will pay
the workshop 20% of the towing price we charge and 100% of any service that their
workshop delivers.
6.1 Employees and Payroll for First Year

All the values in the below sections are in Pakistani Rupees (PKR)
Title Pos. February March April May
Customer Support Manager 1 15000 15000 15000 15000
Operations Manager 1 15000 15000 15000 15000
Finance Manager 1 15000 15000 15000 15000
Marketing Manager 1 15000 15000 15000 15000
Call Centre Manager 1 13,000 13,000 13,000 13,000
Call Centre Agents 9 12,000 12,000 12,000 12,000
Motor Bike Personnel 27 10,000 10,000 10,000 10,000
Tow Truck People 4 8,000 8,000 8,000 8,000
Total 45 423,000 423,000 423,000 423,000
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Title Pos. June July August September

Customer Support Manager 1 15000 15000 15000 15000
Operations Manager 1 15000 15000 15000 15000
Finance Manager 1 15000 15000 15000 15000
Marketing Manager 1 15000 15000 15000 15000
Call Centre Manager 1 13,000 13,000 13,000 13,000
Call Centre Agents 11 12,000 12,000 12,000 12,000
Motor Bike Personnel 27 10,000 10,000 10,000 10,000
Tow Truck People 8 8,000 8,000 8,000 8,000
Total 51 479,000 479,000 479,000 479,000
Title Pos. October November December

Customer Support Manager 1 15000 15000 15000
Operations Manager 1 15000 15000 15000
Finance Manager 1 15000 15000 15000
Marketing Manager 1 15000 15000 15000
Call Centre Manager 1 13,000 13,000 13,000
Call Centre Agents 14 12,000 12,000 12,000
Motor Bike Personnel 33 10,000 10,000 10,000
Tow Truck People 8 8,000 8,000 8,000
Total 60 479,000 479,000 479,000
6.2 Employees and Payroll for Second and Third Year
Title Total Positions Year 2 Year 3

Customer Support Manager 1 30,000 45,000
Operations Manager 1 30,000 45,000
Finance Manager 1 30,000 45,000
Marketing Manager 1 30,000 45,000
Call Centre Manager 1 16,000 16,000
Bike Personnel 33 10,000 12,000
Call Centre Agents 14 12,000 13,000
Tow Truck Workers 8 8,000 8,000
Total 60 8,376,000 10,056,000
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7. Operational Plan
7.1 Checkpoints
We have divided Lahore into 9 parts. These nine check points will be at the following
places:
1. Sehar Road
Mominpur, Mughalpura, Daroghewala, Garishahu, Harbanspura, Ghaziabad,
Shadbagh, Baghbanpura, Badami bagh, Gawal mandi, Garishahu, Walled City, Mall
road
2. New chaburgi park

Gulshan-e-Ravi, Sabza zar, Allama Iqbal town, Krishan Nagar, Samnaabad
3. Muslim town
New muslim town, Allama Iqbal town, Muslim town, Garden town
4. Model town
Model town, Garden town, Faisal Town
5. DHA sector G
Defence Housing Authority
6. Khayaban-e-Jinah
Wapda town, EME society, Lake City, Eden Lane Villas, Township, Muhafiz Town
7. Khayaban-e-Firdousi
Johar Town
8. Zararr Shaheed Road

Lahore cantt, Burki road
9. MM Alam Road
Gulberg
7.2 Tow Trucks

ERS Pakistan has decided not to purchase tow trucks. Instead we have communicated
with two workshops to allow us to use their workshop and their tow trucks in return
for 20% of the towing price we charge and 100% of any service that their workshop
delivers.
We have contracted with two workshops:
1. College Road
2. Saddar, Lahore cantt
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Red marks are for the checkpoints for bike and the blue marks represent tow trucks.
7.3 Three shift system

ERS Pakistan will be providing roadside car services 24 hours and all days of the year. We
will use the three-shift system.
Time Saturday Sunday Monday Tuesday Wednesday Thursday Friday

06:00–14:00 Shift 1 Shift 1 Shift 1 Shift 1 Shift 1 Shift 1 Shift 1
For each job three set of workers will be hired and their shifts will change according to the
above mentioned timetable.
7.4 Technology
The technological revolution in computers has enhanced our abilities to diagnose and repair
our client’s vehicles. The company will continue to seek new ways to provide a
better service through technology. The two advanced equipment that we will use that will
make our services distinguished are:
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 Battery Boosters
 Instant tire repair
7.5 Service Execution Timeline
Task Execution Period

January February
Choosing Location 
Website 
Hiring and Training Staff 
Advertising  
Buying Equipment and tools 
Starting Services 
7.6 Member and Customer support

ERS Pakistan will have call centers that will operate 24/7 to support the customers and
members.
7.7 Feed Back

We will get feedback through following sources:
7.7.1 Call centers

In case of any complaint or feedback, customers may call our call center and
provide suggestions, which will be taken into consideration by management and other
authorities.
7.7.2 Websites
We will also get feedback through our website where customers may provide
important suggestions for improvement of service. Our web site is http://ers.com.pk
7.8 Fluid Delivery

When a person needs oil or any other car fluid delivered to them, our personnel will
purchase them from the any of the 32 suppliers we have communicated with.
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8. Financial Plan
All the values in the below sections are in Pakistani Rupees (PKR)
8.1 Sources of Capital

Sehrish Tariq 800,000
Tauseef ur Rehman 800,000
Ameer Hamza 800,000
Shahzaib 800,000
3,200,000
8.2Start Up Expenses
Motorbikes (12x115,000) 1,380,000
Battery Boosters (12x7,000) 70,000
Instant Tire Inflator (12x5,000) 60,000
UPS 115,000
Registration 25,000
Office equipment 80,000
Security deposit for shop 80,000
1,810,000
8.3 Expenses and costs

Expenses include wages, utilities, maintenance, marketing. Salaries are set at Rs.10,000 for
the motorbike personnel, Rs.12,000 for the call center employees and Rs.8,000 for the
towing truck workers. Call center will be managed by Mr Tauseef during the first shift and
another manager will be hired for the second shift. Depreciation is deducted for each year.
The time periods used are 15 years for the motorbikes and 3 years for battery boosters;
instant tire repair and other office equipment.
8.4 Important Assumptions
The business assumes the cost of fuel at an average of the past two years, slightly higher
than today's fuel prices. This is considered a conservative estimate as it is possible that fuel
will stay below this number during at least part of the start-up phase. However, if fuel
becomes significantly more expensive, the gross margins of the business will drop.
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8.5 Pro Forma Profit and Loss
Year 1 Year 2 Year 3

Memberships sold 1,800,000 2,250,000 3,300,000
Sales 7,500,000 12,880,000 14,500,000
Total Sales 9,300,000 15,130,000 17,800,000
Direct Cost of sales 655,000 1,285,000 1,650,000
Cost of Fuel Used 885,500 1,387,000 1,625,000
Total Cost of Sales 1,540,500 2,672,000 3,275,000
Gross Margin 7,759,500 12,458,000 14,525,000
Operating Expenses
Marketing Expense 500,000 1,000,000 1,000,000
Salaries 6,124,000 8,376,000 10,056,000
Depreciation 115,000 115,000 115,000
Utilities/Phone 635,000 885,000 1035,000
Rent 240,000 300,000 360,000
Net Profit (Before Taxes) 145,500 1,782,000 1,959,000
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9. SWOT Analysis
9.1 Strengths
 The core strength of the business lies in 24 hours services around the year
 Management committed towards to a result orientated approach to attract and
maintain customers
 The services and the structure is well thought according to the needs of the people
 Company will hire qualified and trained staff
9.2 Weaknesses
 Services cost can be high for some customers

 The company is low in staff, which might be a problem to service a large pool of
members
 Low Marketing Budget
9.3 Opportunities
 The number of cars is rapidly increasing in Lahore, which has a direct effect on the
number of cars that need maintenance
 Women will be more inclined towards using ERS Pakistan, as the service is
convenient and hassle free. Generally women prefer to avoid going to workshops.
 Busy people will be more inclined towards calling us to their location for services
9.4 Threats
 Recession and economic downturn can slow down the growth.

 Low cost offers form well established workshops. Although it’s a small level threat
as the market is growing rapidly.
 New people entering the market.
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9.5 Graphic Representation Of SWOT Analysis
Helpful Harmful
For Achieving The For Achieving The

Objectives Objectives
Internal Strength Weakness
 24/7 SERVICES  HIGH COST
 COMMITTED  LOW IN MARKETING
MANAGEMENT BUDGET AND STAFF
 WELL-THOUGHT
SERVICES PLAN
 QUALIFIED AND
TRAINED
External Opportunity Threat

 RECESSION
 INCREASING
 LOW COST SERVICES
NUMBER OF
FROM WORKSHOPS
CARS
 NEW ENTRANTS IN
 FEMALE DRIVERS
THE MARKET
 BUSY PEOPLE
26
Management
27
Tauseef ur Rehman
CUSTOMER SERVICE MANAGER
PROFILE
A friendly trustworthy and likeable person, who enjoys new working
methods. Possesses excellent practical skills. Clean and presentable who is
willing to help others. Is able to work well with in a team and on his own
initiative. Able to follow set instructions. Excellent timekeeping and health
record
28
Ameer Hamza All-ou-ddin

OPERATIONS MANAGER
PROFILE
A highly motivated and enthusiastic person with a good knowledge about
automotive and cars. Able to use his own initiative and work as a part of a team
under pressure to meet challenging deadlines/objectives. First class
communication and organizational skills with the will and determination
needed to succeed.
29
Sehrish Tariq
MARKETING MANAGER
PROFILE
A people’s person with the true ability to handle every sort of situation. Has
experience in arranging and managing events. Will perform as the marketing
manager of the company. She has very strong interpersonal skills which will
prove to be an asset for the company.
30
Shahzaib
FINANCIAL MANAGER
PROFILE
A very finance graduate who is able to provide key analytical support to
company managers. Ambitious and looking forward to playing a key role in
the financial decision making and adding significant value to a business.
Expertise of budget, forecasting and producing monthly reports as well as
reviewing internal company processes to advise on any improvements, which
could be made
31

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Emergency Road Services Pakistan

5.1 UNIQUE MARKET NICHE................................................................................................................................ 12

Our extremely successful market research reveals tremendous potential in a currently

2.1 Name of Principles

 SEHRISH TARIQ D/o Tariq Malik

 Maintain a high gross profit margin.

2.4 Keys to Success

 Expedient and convenient auto repair services.

3.1 Market Trends

We have identified the following trends that help us:

 Now-a-days people are showing a tendency to move to far-flung isolated societies

3.2 Market Facts

Population of Lahore 10 Million

3.3 Market Needs

3.4 Market Forecast

3.5 Analysis of Competition

3.5.2 Indirect Competitors

3.6 Survey Findings

First Five Calls Totally Free

4.2 Services Overview

4.2.2 Flat tire Assistance

4.2.3 Battery Service

4.2.5 Lost Key / Lockout Service

4.2.6 Mechanical Adjustments

4.2.7 Vehicle Fluid Delivery

4.3 Why People Need This Service?

4.4 Benefits and Features

4.5 Future Services

1. Towing the car from accident location

5.1 Unique Market Niche

5.2 Business Identity

5.4 Target Market

 Old car users needing repairs frequently

5.5 Demographics of Target Market

5.5.1 Age Distribution

5.5.2 Distribution by Income Level

Income Range Percentage

5.6 Marketing Strategy

5.6.2 Media Plan

5.6.3 Contract with insurance companies

5.6.4 Contract with Dealers

5.6.5 Other desks

5.7.1 Positioning Statement

6.1 Employees and Payroll for First Year

Title Pos. June July August September

Title Pos. October November December

6.2 Employees and Payroll for Second and Third Year

Title Total Positions Year 2 Year 3

2. New chaburgi park

8. Zararr Shaheed Road

7.2 Tow Trucks

We have contracted with two workshops:

7.3 Three shift system

Time Saturday Sunday Monday Tuesday Wednesday Thursday Friday

7.5 Service Execution Timeline

Task Execution Period

7.6 Member and Customer support

7.7 Feed Back

7.7.1 Call centers

7.8 Fluid Delivery

8.1 Sources of Capital

8.3 Expenses and costs

8.4 Important Assumptions

8.5 Pro Forma Profit and Loss