Executive Summary

Iqhulu Gas Station will be fully registered and licensed standard gas station that will
be located along a busy highway in Tanzania cities . Our chains of gas stations that
will be scattered all around major cities in the Tanzania will adopt full service,
minimum service and self-service as it suits the location

Our basic services and products offering to our highly esteemed customers as a
standard gas station are retailing of gasoline (petrol), diesel and lubricants for motor
vehicles. We will make sure that we give our consumers nothing short of the very
best. We will also run a convenience store, car wash, vulcanizing services, wheel
balancing services, wheel alignment services and other related automobile repair
services.

We are quite aware that in order to become the number one choice for automobile
owners who ply the route where our gas stations will be located, we must continue
to make our gas station welcoming, easy to operate and that is exactly what we will
do.

We are open to the use of latest technology in the gas station industry. No doubt
our excellent customer service and the range of additional complementary services
we offer will position us to become one of the most preferred gas stations in
Tanzania cities .

At Iqhulu Gas Station, we are passionate in the pursuit of excellence and financial
success with uncompromising services and integrity. We are in the industry to make
a positive mark. We are quite optimistic that our values and quality of products and
service offering will help us drive our gas station business to enviable heights and
also help us attract the numbers of clients that will make the business highly
profitable.

We are a company that will be dedicated to establishing and maintaining the best
practices as it relates to the gas station industry.

Iqhulu Gas Stations will ensure that all our customers are given first class treatment
whenever they visit our gas stations. Customer care is one of the tools that we plan
to have in order to charm our clients and turn them to loyalists.

We have a CRM software that will enable us manage a one on one relationship with
our customers no matter how large the numbers of our customer base may grow
to. We will ensure that we get our customers involved when making some business
decisions that will directly or indirectly affect them.

Iqhulu® Gas Stations will be owned and managed by investors and . The business
will be financed by the investors and they will be actively involved in the day to day
operation of the Gas stations. Mr Juma kombo has a B.Sc. in economics and finance.
3. Our Products and Services
Iqhulu Gas Station will be a fully registered and licensed standard gas station that is
positioned in the gas station industry in the Tanzania to maximize profits. Aside
from the point that we will be retailing gasoline and diesel, we will also engage in
other complimentary services that will help us maximize profits.

We have designed products and services that will not only help to meet the
demands of the people, but also to put good money in our pockets. These are the
products and services that will be made available to our customers;

 Gas
 Diesel
 Automotive services (e.g. repairs, car washes and general parts)
 Nonautomotive fuel
 Retailing automotive fuels (e.g. diesel fuel and gasoline)
 Selling automotive-related goods
 Providing automotive-repair services
 Providing Wheel Alignment, Wheel Balancing and Vulcanizing Services
 Retailing of Groceries and soft drinks et al

4. Our Mission and Vision Statement

 Our Vision is to operate chains of gas stations in major cities in Tanzania
 Our mission is to develop a highly successful and profitable chains of gas
station business with state of the art facility and latest technology; a business
that will not only meet the needs of the clients but also supersede their
expectations.

Our Business Structure

Iqhulu Gas Stations is set to become one of the leading gas station business in the
whole of dar es salaam and other cities where our chains of gas stations will be
located hence the need for us to build a solid business foundation and business
structure that will enable us achieve our aims and objectives.

Excellent customer service and efficiency are top priority for us which is why we will
ensure that we look for applicants that match the picture of the business who want
to build before hiring them. Although we will provide trainings in areas such as
excellent customers services et al, but we will ensure that we shortlist applicants
that are customer centric.

In essence, we want to build a team, a dedicated workforce that will work together
to help the organization achieve its set targets.
We will not only hire attendants that will help supervise our gas stations and attend
to customers need when they patronize our services, but we will also hire
employees that will manage our convenience store, cash wash, coffee café, cigar
lounge, snacks bar, vulcanizing services, wheel balancing, wheel alignment and
other automobile repair and maintenance services.

Iqhulu® Gas Stations will employ customer centric and skilled people to occupy the
following position;

 Chief Executive Officer

 Gas Station Manager
 Accountant / Cashier
 Human Resource and Admin Manager
 Pump Attendant
 Convenience Store, Coffee Café, Snacks Bar, Cigar Lounge Manager
 Vulcanizing Services, Wheel Balancing, Wheel Alignment and Automobile
Repairs and Maintenance Manager
 Carwash Manager
 Security Guard

5. Job Roles and Responsibilities

Chief Executive Officer – CEO (Owner):

 Increases management’s effectiveness by recruiting, selecting, orienting,

training, coaching, counseling, and disciplining managers; communicating
values, strategies, and objectives; assigning accountabilities; planning,
monitoring, and appraising job results; developing incentives; developing a
climate for offering information and opinions; providing educational
opportunities.
 Creating, communicating, and implementing the organization’s vision,
mission, and overall direction – i.e. leading the development and
implementation of the overall organization’s strategy.
 Responsible for fixing prices and signing business deals
 Responsible for providing direction for the business
 Creates, communicates, and implements the organization’s vision, mission,
and overall direction – i.e. leading the development and implementation of
the overall organization’s strategy.
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization

Gas Station Manager

 Responsible for overseeing the smooth running of the gas station

 Map out strategy that will lead to efficiency amongst workers
  Responsible for training, evaluation and assessment of workers
 Ensures operation of equipment by completing preventive maintenance
requirements; calling for repairs.
 Ensures that the gas station meets the expected safety and health standard
at all times.

Human Resources and Admin Manager

 Responsible for overseeing the smooth running of HR and administrative

tasks for the organization
 Updates job knowledge by participating in educational opportunities; reading
professional publications; maintaining personal networks; participating in
professional organizations.
 Enhances department and organization reputation by accepting ownership
for accomplishing new and different requests; exploring opportunities to add
value to job accomplishments.
 Defines job positions for recruitment and managing interviewing process
 Carrying out staff induction for new team members
 Responsible for training, evaluation and assessment of employees
 Oversee the smooth running of the daily office and factory activities.

Convenience Store, Coffee Café, Snacks Bar, and Cigar Lounge Manager

 Interact with customers; take orders for coffee and snacks.

 Responsible for preparing different flavor and style of coffee for customers
 Make lists of supplies in conjunction with the bar manager
 Ensure that each cup of coffee that leaves the kitchen is tailor made and
meet the request of each customer
 Responsible for quality control
 Assess customers’ needs and preferences and make recommendations
 Make lists of supplies in conjunction with the management
 Prepare inventory or purchase requisitions as needed to replenish supplies.
 Ensure that the assigned bar area is fully equipped with tools and products
needed for Mixing beverages and serving guests.
 Responsible for managing the cigar lounge
 Assess customers’ needs and preferences and make recommendations
 Make lists of supplies in conjunction with the management
 Prepare inventory or purchase requisitions as needed to re – stock the
lounge.
 Clear ashtrays regularly
 Ensure that the assigned lounge area is fully equipped with tools and
products needed to by our clients

Accountant / Cashier
  Responsible for preparing financial reports, budgets, and financial
statements for the organization
 Provides managements with financial analyses, development budgets, and
accounting reports; analyzes financial feasibility for the most complex
proposed projects; conducts market research to forecast trends and business
conditions.
 Responsible for financial forecasting and risks analysis.
 Performs cash management, general ledger accounting, and financial
reporting
 Responsible for developing and managing financial systems and policies
 Responsible for administering payrolls
 Ensures compliance with taxation legislation
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization

Pump Attendants

 Mans the various gas pump machines (in fully services gas stations)
 Assists customers as required by them especially on how to operate our gas
pump machines (in self – service gas stations)
 Provides change for customers
 Handle any other duty as assigned by the gas station manager

Vulcanizing Services, Wheel Balancing, Wheel Alignment and Automobile

Repairs and Maintenance Manager

 Responsible for running our vulcanizing services, wheel balancing services,

wheel alignment services and automobile repairs maintenance services
 Assists customers as required by them especially when it relates to choosing
the right lubricants to use and the right time to service their automobiles
 Handles any other duty as assigned by the gas station manager

Car wash Manager

 Wash and thoroughly clean cars (exterior car washing, interior cleaning, and
waxing services), trucks and bikes et al
 Handle and move objects, such as glasses, dish and bottles, using hands and
arms.
 Cleans up after customers and clean work area.
 Clears ashtrays as and when required.
 Washes glassware and utensils after each use.
 Maintains a clean working area by sweeping, vacuuming, dusting, cleaning of
glass doors and windows, etc. if required.
 Ensures that toiletries and supplies don’t run out of stock
 Handle any other duty as assigned by the gas station manager.
Security Guards

 Ensures that the facility is secured at all time

 Controls traffic and organize parking
 Gives security tips to staff members from time to time
 Patrols around the building on a 24 hours basis
 Submits security reports weekly
 Handles any other duty as assigned by the gas station manager

6. SWOT Analysis
Knowing the strength and weakness of any business is one of the right steps to take
in business. No doubt starting a gas station is indeed capital intensive especially for
aspiring entrepreneurs who may not have huge sum of money saved up in a bank.

We are aware that it will require loads of cash to set up a standard gas station in
Tanzania cities which is why we decided to do all that is required to build a
profitable business;

Strength:

Iqhulu Gas Stations is centrally located along one of the busiest highways in
Tanzania cities our location is in fact one of our major strength. Aside from the
basic service that we offer, we also offer complimentary services that most of our
competitors are not offering.

So also the vast experience of our management team, we will have people on board
who are highly experienced and understands how to grow business from the
scratch to becoming a national phenomenon and our attendants are well groomed
to handle various classes of customers; our excellent customer service culture will
definitely count as a strong strength for the business.

 Weakness:

Our perceived weakness could be the fact it is a new gas station business which is
owned by an individual (investors), and we may not have the financial capacity to
sustain the kind of publicity that can give us leverage and start operating chains of
gas stations in various cities in the Tanzania as planned.

 Opportunities:

We are centrally located in one of the busiest highways in Tanzania cities and we
are open to all the available opportunities that the city has to offer. Our business
concept also positioned us to attract people who like doing their shopping, washing
and servicing their automobile in gas stations. Tanzania cities is one of the densely
populated cities i, and indeed populations translate to opportunities.
  Threat:

One of the major threats that confront businesses all over the world is economic
downturn; when the economy is bad it affects consumers spending which in turn
impacts businesses negatively. Another threat that we are likely going to face to
confront us is the emergence of a new gas station within the same location where
ours is located.

7. MARKET ANALYSIS
 Market Trends

There is hardly anyone who doesn’t have a need for gas, this is why it is really vital
that one keys into this industry. One of the trends in the gas station industry is that,
in the bid to stay afloat in the highly competitive gas station industry, owners of gas
stations now go the extra mile to ensure that they make their facility welcoming and
conducive for customers.

Gas stations now have vulcanizing services, car wash, convenience stores, coffee
bars, snack bars, and cigar lounge within their facility so as to leverage on the
opportunities around them to generate more income.

Another trend is the adoption of the underground modular gas station model. The
underground modular gas station is a construction model for gas stations that was
developed and patented by U-Cont Oy Ltd which is based in Finland in 1993.

Subsequently the same system was used in Florida, USA. While the Above-ground
modular gas stations were built in the 1980s in Eastern Europe and especially in
Russia Federation, but they were not adopted in other parts of Europe because of
the stations’ lack of safety in case of fire outbreak.

8. Our Target Market

Before choosing a location for our gas station business, we conducted our feasibility
studies and market survey and we were able to identify the location that will benefit
greatly from our products and service offerings which is why we deiced to settle for
Tanzania cities.

Essentially those who will benefit from our service offering are automobile owners /
drivers and they are of course busy corporate executives, business owners,
households, students and travelers / visitors / tourist et al. They are the category of
people that we intend marketing our gas station services to.

Our competitive advantage

From our recently concluded feasibility studies and market survey, we observed that
there are several gas station businesses spread all over the city of Tanzania cities ,
Before launching our gas station we have critically studied the market and we know
that we have some form of competitive edge. Our competitive advantage is that we
have a standard gas station facility that offers additional complementary services
that will definitely help us attract and retain customers.

Another competitive advantage that we have is the vast experience of our

management team, we have people on board who are highly experienced and
understands how to grow business from the scratch to becoming a national
phenomenon. So also the wide varieties of other complimentary services and
products that we offer and of course our excellent customer service culture will
definitely count as a strong strength for the business.

One thing is certain, we will ensure that in future, we open our gas stations in
various cities in the Tanzania and also sell our franchise. With that our brand will be
well communicated and accepted nationally.

9. SALES AND MARKETING STRATEGY



Sources of Income

Iqhulu Gas Station is established with the aim of maximizing profit in the gas station
industry in the Tanzania and we are going to go all the way to ensure that we do all
it takes to generate enough incomes from both our basic product and services
offerings and our complimentary services.

Iqhulu Gas Station will generate income by offering the following services and
products;

 Gas
 Diesel
 Automotive services (e.g. repairs, car washes and general parts)
 Nonautomotive fuel
 Retailing automotive fuels (e.g. diesel fuel and gasoline)
 Selling automotive-related goods
 Providing automotive-repair services
 Providing Wheel Alignment, Wheel Balancing and Vulcanizing Services
 Retailing of Groceries and soft drinks et al

10. Sales Forecast

It is important to state that our sales forecast is based on the data that will be
gathered during our feasibility study and also some of the assumptions readily
available on the field with reference to similar business in Tanzania cities. We know
that we are well positioned and we will definitely attract clients that will not only
patronize our gas station but will also patronize our complimentary services which
will help increase our income.

Im passionate about starting a filling station and have limited funds. I would advise you it’s pretty cheaper
to set up a mini fuel station in rural rather than in a commercial city. Moreover there less government
requirement for setting up a petrol station in rural areas as the EWURA want to encourage investors to set
more fuel stations in remote locations 

For example, as only a minimum size of 400 square meters of land space, EWURA can approve for mini
fuel stations set up in those areas. And you can start with two storage tanks. Depending on which fuel
products have high demand in your location but you can start with one tank for diesel and one tank for
petrol. All of 5,000 or 4,500 liters capacity.

It is not a secret that the petrol station business can make a profit margin of 100 to 300 per liter. But since
the business generates a solid profit margin does not mean it would be profitable for you.

Let’s say your margin is TZS 200 a liter and you sell only 300 a liter per day. That will make you less
money than some someone who has total sales volume around 6000 liters a day.

Hence why I strongly recommend investors to focus on total sales volume versus a profit per liter of fuel.
And a comprehensive business plan can help you forecast your sales projections and help you see what
kind of business you are building. 

Marketing Strategy and Sales Strategy

The marketing strategy for Iqhulu Gas Station is going to be driven basically by
making available standard and safe gasoline and diesel et al, excellent customer
service and provision of complimentary services. We will work hard to build a loyal
customer base; customers that will always patronize us over and over again and as
well help us use word of mouth publicity to get their friends and acquaintance to
patronize us.

We want to drive sales via making available easy to use fuel pumping machines (for
self – services) et al. We are quite aware of how satisfied customers drive business
growth especially businesses like gas station which is why we will always ensure that
our customer service and facility are top notch.
Over and above, our unique selling proposition is that we have various
complementary service offerings such as convenience store, coffee café, snacks bar,
cigar lounge, vulcanizing services, wheel balancing, wheel alignment, carwash and
automobile repairs and maintenance services. We will also retail lubricants and
other related products.

In view of that, we are going to adopt the following strategies to ensure that we do
not only attract customers but ensure that they become loyal customer. Part of the
marketing and sales strategies that we will adopt are;

 Introduce our gas station by sending introductory letters to residence,

transport companies, merchants and other stakeholders both in Tanzania
cities.

 Open our gas station with a party so as to capture the attention of residence
who are our first targets
 Advertise our gas station on national dailies, local TV stations and local radio
station
 Promote our gas station online via our official website and all available social
media platforms
 Continuously Improving the performance of our brands
 Hire the services of experts to make our brands the first choice for in
Tanzania cities and other cities where we will open a gas station
 Delivering consistent customer experiences to all our clients; making our first
impression count positively
 Make use of attractive hand bills to create awareness and also to give
direction to our gas station
 Adopt direct mailing coupon marketing approach
 Position our signage / flexi banners at strategic places
 Create a loyalty plan that will enable us reward our regular customers
 Engage on road shows within our neighborhood to create awareness for our
Laundromat business.

11. Publicity and Advertising Strategy

Despite the fact that our gas station is a standard one with a wide range of other
complimentary services and products that can favorably compete with other leading
brands in the gas station industry, we will still go ahead to intensify publicity for all
our products and brand. We are going to explore all available means to promote
Iqhulu Gas Station.
Iqhulu® Gas Station has a long term plan of opening our gas stations in various
locations all around key cities in the Tanzania which is why we will deliberately build
our brand to be well accepted in Tanzania cities before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for selling our
products and services but to also effectively communicate our brand. Here are the
platforms we intend leveraging on to promote and advertise Iqhulu Gas Station;

 Place adverts on both print (community based newspapers and magazines)

and electronic media platforms
 Sponsor relevant community programs
 Leverage on the internet and social media platforms like; Instagram,
Facebook , twitter, et al to promote our brand
 Install our Bill Boards on strategic locations in Tanzania cities – Florida and all
around major cities in the United States of America
 Engage in road show from time to time in targeted communities
 Distribute our fliers and handbills in target areas
 Position our Flexi Banners at strategic positions in the location where we
intend getting customers to start patronizing our products and services.
 Ensure that all our staff members wear our customized clothes, and all our
official cars, fuel tankers and trucks are customized and well branded.

12. Our  pricing strategies

It is the wish of all businesses to have a pricing system that will yield loads of profits
for them; as such we are working on having very competitive pricing. At Iqhulu Gas
Station, our pricing system is going to be based on what is obtainable in the
industry, we don’t intend to charge more (except for premium and customized
services) and we don’t intend to charge less than our competitors are offering in
Tanzania cities.

Be that as it may, the management of Iqhulu Gas Station have put plans in place to
offer discounts for our complimentary services and products once in a while and
also to reward our loyal customers especially when they refer clients to us.

The prices of our products (snacks, cup of coffee, cigar, detergents et al) and
services (vulcanizing, wheel balancing, wheel alignment, car wash, and automobile
repair and services) will be same as what is obtainable in any part of the United
States of America.

 Payment Options

At Iqhulu Gas Station, our payment policy is all inclusive because we are quite aware
that different people prefer different payment options as it suits them. We will work
really hard to make sure that all our clients are given payment methods that suit
them.
Here are the payment options that will be available in every of our outlets;

 Payment by cash
 Payment via Point of Sale (POS) Machine
 Payment via online bank transfer (online payment portal)
 Payment via Mobile money

In view of the above, we have chosen banking platforms that will help us achieve
our payment plans without any itches.

. Startup Expenditure (Budget)

When it comes to starting a gas station business, loads of factors influences the
amount that will be required to successful launch the business. Factors like the
location you intend starting the business, the size of gas station business you want
to start i.e. the number of complimentary services you want to add to the business,
and of course the state of the economy as at when you intend start the business.

This is the key areas where we will spend our start – up capital on;

 The Total Fee for Registering the BusinBusiness in Tanzania is 1.5 million
 Legal expenses for obtaining licenses (Health department license and
business license) and permits (Fire department permit, Air and water
pollution control permit, and Sign permit et al) – 1million
 Marketing promotion expenses for the total amount of 1.5
 Cost for hiring Business Consultant – 1million
 Insurance (general liability, theft, workers’ compensation and property
casualty) coverage at a total premium
 Cost of accounting software, CRM software and Payroll Software – $3,000
 Cost facility for the gas station – 90 millions

 Other start-up expenses including stationery – 500000 tzs

 Phone and Utilities (gas, sewer, water and electric) deposits – 300000
 Operational cost for the first 3 months (salaries of employees, payments of
bills et al) – 15 millions
 The cost for Start-up inventory – 25 millions
 Cost for serving area equipment for coffee café and snacks bar ( glasses,
flatware) – 10 millions
 Cost for fuel dispensing machines and equipment (automobile repair tools,
vulcanizing tools, and wheel alignment tools- 10 millions
 The cost of Launching a Website – 300000 tzs
  The cost for our grand opening party –tzs 5 millions

We would need an estimate of tzs 200 to 300 million to successfully launch our gas
station business in one of top city of our choice in Tanzania. Please note that the
startup cost is higher than the average startup cost for a gas station business simply
because we intend adding coffee café, snacks bar, cigar lounge, car wash,
convenience store and other complimentary services.

Generating Funding / Startup Capital for Sunny Star® Gas Station

Iqhulu Gas Station will be investors that is owned and financed by investors. They
do no intend to welcome any external business partner which is why he has decided
to.

These are the areas we intend generating our start – up capital;

 Generate part of the start – sell of stocks

 Funds from investors
 Apply for loan from bank

14. Sustainability and Expansion Strategy

The future of a business lies in the numbers of loyal customers that they have the
capacity and competence of the employees, their investment strategy and the
business structure. If any of these factors is missing from a business (company),
then it won’t be too long before the business close shop.

Iqhulu gas Station will ensure that all the factors listed above are reinforced on a
regular basis, we will continue to improvise with our products and services and also
we will engage in continuous capacity building of our workforce. As a matter of fact,
profit-sharing arrangement will be made available to all our management staff and
it will be based on their performance for a period of five years or more.

We will make sure that the right foundation, structures and processes are put in
place to ensure that staff welfare is well taken of. Our company’s corporate culture
is designed to drive our business to greater heights and training and re – training of
our workforce is at the top burner.

Check List / Milestone

 Business Name Availability Check: in progress

 Business Registration: in progress
 Opening of Corporate Bank Accounts: in progress
 Securing Point of Sales (POS) Machines: in progress
 Opening Mobile Money Accounts: in progress
 Opening Online Payment Platforms: in progress
 Application and Obtaining Tax Payer’s ID: In Progress
 Application for business license and permit: in progress
 Purchase of Insurance for the Business: in progress
 Leasing of facility and construction of our gas station: In Progress
 Conducting Feasibility Studies: in progress

 Applications for Loan from the bank: In Progress

 Writing of Business Plan: Completed

 Drafting of Contract Documents and other relevant Legal Documents: In
Progress
 Design of The Company’s Logo: in progress
 Graphic Designs and Printing of Packaging Marketing / Promotional
Materials: In Progress
 Recruitment of employees: In Progress
 Purchase of fuel dispensing machines (pumps) and equipment (automobile
repair tools, vulcanizing tools, and wheel alignment tools: in progress
 Purchase of the Needed furniture, racks, shelves, computers, electronic
appliances, office appliances and CCTV: In progress
 Creating Official Website for the Company: In Progress
 Creating Awareness for the business both online and around the
community: In Progress
 Health and Safety and Fire Safety Arrangement (License): in progress
 Opening party / launching party planning: In Progress
 Establishing business relationship with vendors – wholesale suppliers /
merchants: In Progress
 Purchase of fuel tankers and trucks: in progress