Business Overview.
Location/target market:
The new car wash Super Shine will be located near the Joondalup shopping center, also less than 1 minute away from the ECU campus. Some of the reasons why we located our car wash and detailing business there is because of our targeted market which mainly consists of students from the University and young adults who would like their cars quickly washed or thoroughly detailed while they shop in the shopping mall. Another reason why we chose this particular location is because, there is no car wash and detailing service provided with in five kilometers of our perimeter. We assessed the area for potential competition like for example existing car washes, or any similar service that was provided in what we seek to provide. However we have no right to tell anyone not to open a car wash near us, so if anything like that happens we will have to think of how can we differentiate our business to the new one. However we must be aware that outsourcing can be a threat. For example mobile cleaning and detailing services, they come to you. They may not provide the same price and also may not have the same business goal and targeted market as ours. We still must make our product different to the normal car wash places around.
Some of the demographic factors that we may segment will be:
• Males
• Aged between 18-25
• Existing students from the university
• Nationalities from Australian, Asian, and Italian
The reason for this discrepancy in the male to female ratio is generally explained by the fact that men typically care more about their cars more than women. 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. Women tend to view cars more so as an object of utility (getting from point A to B). In saying that, women can sometimes be more likely to use just the standard automatic car wash as they are less concerned about preserving their "precious" car. Although we do not disciminate from gender and also are more than willing to cater for females who like to "dress up" their cars and take good care of them.
Also around 73% of the target population have an undergraduate degree, while 39% have a graduate degree.
Current Location
We are based within joondalup as seen above. The area marked out is the outline of the whole city of joondalup.