This document provides an executive summary of Paul Motor Garage, a start-up automotive repair company. It discusses the company's objectives, marketing strategies, competition, and financial plans. The document also includes a management summary and a human resource plan.
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Running head: SMALL BUSINESS AND NEW VENTURE MANAGEMENT Small Business and New Venture Management Name of the Student Name of the University Authors Note Course ID
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1SMALL BUSINESS AND NEW VENTURE MANAGEMENT Executive Summary: Paul Motor Garageis the start-up automotive repair company where the owner has the experience of working in the auto mechanics repair shops. The ultimate aim of the Paul Motor Garage is to deliver the clients with the better services than those that are currently provided in the market by the competitors. The first three year objectives of the business is to increase the sales revenue on a steady rate. The company would aim to institute a program withthehelpofsuperiorcustomerevaluationexperience.Consideringthemarketing strategies of the Paul Motor Garage, the owner would basically remain dependent on the word to mouth strategies to build the name and reputation of the business in the marketplace. The company will make continuous contact with the clients in order to keep them up-to-date regarding the development of their automobile and the repair work progress. It also aims to hiring the well-informed mechanics that are approachable, client oriented and would take the time of explaining the customers regarding the complicated nature of the business and work. The business aims to attain the net profit of 8 per cent in first year of its operation and looks forward to attain the net profit of 12 per cent in the span of three years.
2SMALL BUSINESS AND NEW VENTURE MANAGEMENT Table of Contents Introduction:...............................................................................................................................5 Background:...............................................................................................................................5 Short business overview:........................................................................................................5 External Factors - Present market overview:.............................................................................5 Development Opportunity and goal(s):......................................................................................6 Company objectives:..............................................................................................................6 Keys to success:.....................................................................................................................6 Mission:..................................................................................................................................7 Development plans:....................................................................................................................7 Market Analysis Summary:....................................................................................................7 Competition and Buying Patters:...........................................................................................7 Major competitors:.................................................................................................................7 Business participants:.............................................................................................................8 Strategy implementation summary:...........................................................................................8 Competitive edge:..................................................................................................................8 Positioning Statement:...........................................................................................................9 Marketing strategy:....................................................................................................................9 Promotional strategy:...............................................................................................................10 Pricing strategy:.......................................................................................................................10 Sales forecast:...........................................................................................................................10
3SMALL BUSINESS AND NEW VENTURE MANAGEMENT Management summary:............................................................................................................11 Human resource plan:..............................................................................................................11 Financial plan:..........................................................................................................................11 Start up Highlights:..............................................................................................................11 Sales highlight:.....................................................................................................................13 Break-even Analysis:...........................................................................................................13 Recommendation:....................................................................................................................14 Conclusion:..............................................................................................................................14 References:...............................................................................................................................16 Appendix:.................................................................................................................................18 Profit and Loss Account:......................................................................................................18 Cash flow forecast:...............................................................................................................19 Projected balance sheet:.......................................................................................................20 Projected Financial Ratios:..................................................................................................20
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4SMALL BUSINESS AND NEW VENTURE MANAGEMENT Introduction: Paul Motor Garage is the start-up business that is engaged in the auto mechanics. The owner here has the vision of opening up their own business and providing better-quality service for their consumers than the competitors. The start-up cost for the business is acquired with the help of exploration that is conducted in Melbourne area with the other small mechanic’s shops that have begun their own business (Drucker 2014). Majority of the equipment for the business is tools, air compressors etc. are at the moment under the control of the associates. The company would be entirely a sole proprietorship business that will be registered in Melbourne. The company will be having the facilities on the 1312 avenue in Melbourne a neighbourhood of Ballard. The business would contain the garage, office space and the storage space for the tools parts etc. Paul Motor Garage would be seeking loan from the banks to finance the business operations. The owners would be putting their capital as the equity. Background: Short business overview: Paul Motor Garage would be delivering a wide variety of the auto repair shops. This would comprise of the scheduled maintenance, alignment of the wheels, tires and rims. Other services such as repairs of brake, transmission and comprehensive engine repair would be provided by the company as well. Each and every job will be based on the reservation basis even though the business will be accepting the small percentage drive in the repair works. External Factors - Present market overview: The present automotive repair industry appears to be tremendously competitive. Respectively every business inside this industry has the high amount of costs, lower margins and higher concentration of competition (Chatterji, Glaeser and Kerr 2014). The suppliers in
5SMALL BUSINESS AND NEW VENTURE MANAGEMENT the market has the greater ability of setting price and discussing the charges relating their goods and services for repairing their workshops. This is because of dealers that earn the highest amount of cash from repairs shops that are big auto part businesses. These businesses are considered to be more combined than the automotive repair industry and invest huge amount of money with limitless number of clients. Development Opportunity and goal(s): Company objectives: The objective of the company over the next three years are given below; a.Increasing the sales revenue progressively over the three years b.Introducing the program of the higher customers through the provision laborious assessment of the service knowledge. c.Hiring four additional mechanics Keys to success: In the automotive repair industry, the business constructs its client’s base by one consumer at a time and mostly with the help of word of mouth marketing (Galindo and Méndez 2014). As a result of this, the significance for attaining business success for Paul Motor Garage is given below; a.Higher quality work b.Continuous contact with the clients helps in making them well-versed regarding the progress of their vehicle and the repair work progress. c.Hiring the conversant mechanics that are welcoming, client oriented and would take the time of clarifying the consumers regarding the complicated nature of the business (Sahut and Peris-Ortiz 2014).
6SMALL BUSINESS AND NEW VENTURE MANAGEMENT Mission: The mission of the Paul Motor Garage is offer higher quality, convenient as well as complete motorized repair at the lower cost. An imperative part of the company is the trust in the business (McDaniel 2014). The aim of the business to provide full satisfaction to its customer in respect to the quality, openness, time towards the conclusion as well as discovering the new ways of exceeding the anticipation of the clients. Development plans: Market Analysis Summary: Paul Motor Garage will be having the capacity of servicing any type of vehicles on the road that includes the motorcycles and campers. The probable customers of the company include each and every household in the Melbourne that are having one of more vehicles (Piperopoulos 2016). The industry would not have the seasonality which will be effecting its business. Competition and Buying Patters: While majority of the customers would look forward to purchase the automotive repair services the main concern will be forming an association of trust among themselves and the service supplier. There are several people inside the country that have experienced or have suffered bad services in the market (Wu and Huarng 2015). However, as several clients are looking forward to pay high money for the mechanic they require the quality job and understand their needs. Major competitors: The main participants in the business for Paul Motor Garage is the higher quality automobile franchise and registered service repair station. This comprises of the Toyota, Chrysler and other well-known brands. These rivals have service capacity and the have
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7SMALL BUSINESS AND NEW VENTURE MANAGEMENT dominating market position (Phillips et al. 2015). These competitors have greater market share and have the advantage of individually skilled workers, access to the lower valued parts and tools and deeper finance. For Paul Motor Garage other competitors include the Dave repair, Mechanic Auto, and Auto Kirkland. The advantage of this shop is that provide cost leadership strategy because of low personnel costs. Paul Motor Garage would initially look forward to compete with the lower cost strategy. Similarly, it would look to forward to provide a higher level client satisfaction by having laborious customer quality control. Business participants: The industry of automotive repair is considered to be very much competitive. There are several small suppliers which any business in this business is facing a completely competitive environment. It is very much challenging to form a distinguishing or niche, plan in this surroundings (Karlsson and Warda 2014). Paul Motor Garage would look to seek a lower cost role. When it is attained the organization have faith in that it is sufficient to build reputation for its services and profit making customer base. Strategy implementation summary: Competitive edge: The competitive edge of the automotive remains in the objective of its associates that better understanding of the situation than majority of the competitors that when a customer comes for service visit it simply does not implies repairing the car of clients (Matthews and Brueggemann 2015). It rather involves the complete service experience from conversation with mechanics to first time driving. The long term profitability of the Paul Motor Garage is the repeat customers that would find the company’s service as the excellent experience. Paul Motor Garage would look forward to assess every aspect of the services in order to seek greater ways of improving the customer contentment. All the staffs would be thoroughly
8SMALL BUSINESS AND NEW VENTURE MANAGEMENT skilled and retrained to think regarding the customer satisfaction for creating a self-sustaining company. Positioning Statement: Paul Motor Garage aim is to be the quality leader in the service involvement among the all the automotive repair companies that are operating in the market with the low cost plan. Once the company is successful in creating its reputation by bringing new network of referrals at business the company would plan to reassess its plan and positioning inside the market to understand if there are any difference plan is feasible (Kuratko 2016). If it is so then this would enable Paul Motor Garage to increase the prices and upsurge the profit margins in respect to its competitors. This would in turn help in leveraging the long term growth until Paul Motor Garage reaches the local possibility of operations. Marketing strategy: The business current has the modest advertising programs. This includes the following; a.Flyers b.Direct mailing c.Advertisement in the newspaper d.Yellow pages e.Referrals with the help of other local business Each of the market approach that has been taken is considered advantageous because of the lower cost and creating services relating to the awareness. The long run marketing goals of Paul Motor Garage is to make use of local radio and television advertisements for promoting its awareness among the customers.
9SMALL BUSINESS AND NEW VENTURE MANAGEMENT Promotional strategy: The main owners of Paul Motor Garage are anticipating that large number of pre- existing customers may have the desire of switching to Paul Motor Garage in order to keep the services of their private mechanics (Nielsen et al. 2017). This will help in offering adequate amount of income till Paul Motor Garage can create its market reputation and witness its marketing program attaining success. To meet this promotional strategy it would take the shape of flyers, direct mailers, price discounts and ads in the paper and. Pricing strategy: Paul Motor Garage operates in the entirely modest atmosphere where every company should be a price taker. The business does not have any ability of influencing the price in the market of its services (Carayannis, Samara and Bakouros 2015). Irrespective of how many vehicles are repaired. In this situation, the marginal income is equivalent to the value charged. As the demand curve is fundamentally flat, Paul Motor Garage can service the vehicles at the overall capability without causing an effect on the price. Sales forecast: As the automotive repair industry is entirely the work-shop oriented atmosphere, it is difficult to make an exact projection of sales. For work-shops every product and service is designedtosuitthatuniquejobanditisonlyintroducedoncetheorderismade. Nevertheless, a sales forecast is made based on the number of clients the owner of Paul Motor Garage can attract from his previous experience (Morgan et al. 2019). The sales forecast is made on the basis of present market price and the cost of conducting business. For major part of the season, sales for the automobile repair companies is considered steady all through the year and portray little seasonality.
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10SMALL BUSINESS AND NEW VENTURE MANAGEMENT Management summary: The owner here of Paul Motor Garage commended working as the trainee mechanic in a local shop. From that time onwards the owner here has worked in numerous motorized shops and franchises and has many credentials in the vehicle repair shops. The owner here also attended the ITT technical institute from there he has received a certificate in the electronic repairs. The owner have also worked in the Ford Dealership as the automotive electrical and electronic system (Fahy and Jobber 2015). With the objective of expanding the skills the owner here has the certificate of mechanics and ever since then the owner have become a certified mechanic in several automotive fields. Human resource plan: Paul Motor Garage initial human resource requirement would be comprising of the four full time mechanics. The company would look forward to hire the part time office manager to look after the administrative work. In addition to this, Paul Motor Garage would look forward to hire two entry level mechanics inside the span of two months following the commencement of the business operations. Paul Motor Garage would hire the accounting and bookkeeping staffs as well as marketing staff would also be hired. The ultimate goal of the company is to have its five full time completely proficient mechanics at the new facility along with this a full time office manager (Baker and Saren 2016). However, the owner of Paul Motor Garage have presently decided to wait for the future development before ascertaining the correct time of bringing additional staffs.
11SMALL BUSINESS AND NEW VENTURE MANAGEMENT Financial plan: Start up Highlights:
12SMALL BUSINESS AND NEW VENTURE MANAGEMENT Sales highlight: SalesProfit Before taxPretax Net Margin Year 11,75,00014,7508% Year 21,92,50022,47512% Year 32,11,75019,2609% Year 1Year 2Year 3 0 5,000 10,000 15,000 20,000 25,000 0% 2% 4% 6% 8% 10% 12% 14% Profit Before tax Pretax Net Margin Figure 1: Figure representing profit before tax and net margin (Source: As Created by Author)
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13SMALL BUSINESS AND NEW VENTURE MANAGEMENT Break-even Analysis: Paul Motor Garage break-even analysis is completely based on the normal organization’s running expenses inside the manufacturing which contains the payroll and the fixed costs that would be incurred on the rent, utilities etc. 80000100000120000140000160000180000200000 0 20000 40000 60000 80000 100000 120000 48924.5 57674.5 9643.875 19287.75 38575.538575.538575.538575.5 87500 96250 48219.375 57863.25 ContributionFixed CostProfit Figure 2: Break-even point (Source: As Created by Author) The following are the assumptions relating to the financial plan of Paul Motor Garage; a.The sales revenue are anticipated to increase by 15 per cent in the span of three years b.The company would aim for the 10 per cent return on capital employment in the span of three years. c.The company aims to attain the net profit of 8 per cent in first year of its operation and looks forward to attain the net profit of 12 per cent in the span of three years. Recommendation: Paul Motor Garage is recommended to make use of the technological revolution in the computers which will help in improving the capabilities of diagnosing and repairing the
14SMALL BUSINESS AND NEW VENTURE MANAGEMENT vehicles of clients. By adopting the cutting edge of technology the business would be better able to offer to new service through improved technology. Conclusion: The analysis can be concluded by stating that the only way to have a successful business in the automotive industry is to offer customers with the low cost leadership services to aggressively apply in all aspects of the business. This would help in building customer relations in those circumstances where the substituting cost is raised.
15SMALL BUSINESS AND NEW VENTURE MANAGEMENT References: Baker, M.J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage. Carayannis, E.G., Samara, E.T. and Bakouros, Y.L., 2015.Innovation and entrepreneurship: theory, policy and practice. Springer. Chatterji,A.,Glaeser,E.andKerr,W.,2014.Clustersofentrepreneurshipand innovation.Innovation Policy and the Economy,14(1), pp.129-166. Drucker, P., 2014.Innovation and entrepreneurship. Routledge. Fahy, J. and Jobber, D., 2015. Foundations of marketing. Galindo, M.Á. and Méndez, M.T., 2014. Entrepreneurship, economic growth, and innovation: Are feedback effects at work?.Journal of Business Research,67(5), pp.825-829. Karlsson, C. and Warda, P., 2014. Entrepreneurship and innovation networks.Small Business Economics,43(2), pp.393-398. Kuratko, D.F., 2016.Entrepreneurship: Theory, process, and practice. Cengage Learning. Matthews,C.H.andBrueggemann,R.,2015.Innovationandentrepreneurship:A competency framework. Routledge. McDaniel,B.A.,2014.EntrepreneurshipandInnovation:AnEconomicApproach:An Economic Approach. Routledge. Morgan,N.A.,Whitler,K.A.,Feng,H.andChari,S.,2019.Researchinmarketing strategy.Journal of the Academy of Marketing Science,47(1), pp.4-29. Nielsen, S.L., Klyver, K., Evald, M.R. and Bager, T., 2017.Entrepreneurship in theory and practice: paradoxes in play. Edward Elgar Publishing.
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16SMALL BUSINESS AND NEW VENTURE MANAGEMENT Phillips, W., Lee, H., Ghobadian, A., O’Regan, N. and James, P., 2015. Social innovation and social entrepreneurship: A systematic review.Group & Organization Management,40(3), pp.428-461. Piperopoulos, P.G., 2016.Entrepreneurship, innovation and business clusters. Routledge. Sahut,J.M.andPeris-Ortiz,M.,2014.Smallbusiness,innovation,and entrepreneurship.Small Business Economics,42(4), pp.663-668. Wu, C.W. and Huarng, K.H., 2015. Global entrepreneurship and innovation in management.
17SMALL BUSINESS AND NEW VENTURE MANAGEMENT Appendix: Profit and Loss Account: (4) PROFIT AND LOSS FORECAST Preop Year0123 Revenue01,75,0001,92,5002,11,750 Cost of sales095,0001,09,2501,25,638 Gross profit080,00083,25086,113 Gross Margin1,64,6751,76,7681,98,268 Expenses/overheads Business Insurance7,5008,2509,075 Wages and salaries8,0008,8009,680 General expenses6,5007,1507,865 Accountant Fees6,5007,1507,865 Payroll Tax2,7503,0253,328 Utilities15,00016,50018,150 Sales and Marketing4,5004,9505,445 Postage & Telephone1,0001,1001,210 Repairs and Maintainance1,2501,3751,513 Preliminary expenses2,2502,4752,723 Capital Improvement Cost10,00011,00012,100 Total expenses/overheads65,25060,77566,853 Profit before tax14,75022,47519,260 Tax @ 30%4,4256,7435,778 Before tax net margin8%12%9% Profit after tax10,32515,73313,482 Transfer to reserves14,75022,47519,260 ROC10%16%13%
18SMALL BUSINESS AND NEW VENTURE MANAGEMENT Cash flow forecast: (2) CASHFLOW FORECAST Preop Year0123 CASH INFLOWS Cash from Sales1,75,0001,92,5002,11,750 Directors loans50,00050,00050,00050,000 Capital Employed1,00,0001,00,0001,00,0001,00,000 Other cash inflows TOTAL CASH INFLOW1,50,0003,25,0003,42,5003,61,750 CASH OUTFLOWS Payments for materials95,0001,09,2501,25,638 operating expenses ()0 Business Insurance07,5008,2509,075 Salaries08,0008,8009,680 Accountant Fees06,5007,1507,865 Payroll Tax02,7503,0253,328 Supplier contracts015,00016,50018,150 Sales and Marketing4,5004,9505,445 Postage & Telephone1,0001,1001,210 Brouchers1,2501,3751,513 Logo Designs2,0002,2002,420 Interest on loan 10%5,0005,0005,000 General and Admin Expenses1,7501,9252,118 Preliminary expenses2,2502,4752,723 Capital Improvement Cost10,00011,00012,100 Corporation Tax4,4256,7435,778 Loan repayments5,0005,000 TOTAL CASH OUTFLOWS01,66,9251,94,7432,17,041 Cash flow summary NET CASHFLOW FOR PERIOD1,50,0001,58,0751,47,7581,44,710 OPENING CASH BALANCE01,50,0003,08,0754,55,833 CLOSING CASH BALANCE1,50,0003,08,0754,55,8336,00,542
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19SMALL BUSINESS AND NEW VENTURE MANAGEMENT Projected balance sheet: AssetsFY-1FY-2FY-3 Current Assets Cash$19,750$4,200$5,085 Accounts receivable$1,75,000$1,92,500$2,11,750 Total current assets$1,94,750$1,96,700$2,16,835 Fixed (Long-Term) Assets Equipments$15,000$16,500$18,150 Mechanical Tools$20,000$22,000$24,200 Overhead Sheds$7,500$8,250$9,075 Furnitures$5,000$5,500$6,050 (Less accumulated depreciation)$7,250$6,450$5,985 Total fixed assets$27,750$32,050$36,365 Total Assets$2,22,500$2,28,750$2,53,200 Liabilities and Owner's Equity Current Liabilities Bank Charges Payable$5,000$5,000$5,000 Short-term loans$30,000$30,000$65,000 Income taxes payable$4,425$6,743$5,778 Accrued salaries and wages$8,000$8,800$9,680 Total current liabilities$47,425$50,543$85,458 Long-Term Liabilities Long-term debt$50,000$45,000$40,000 Less: Loan Repayment$5,000$5,000 Total long-term liabilities$50,000$40,000$35,000 Owner's Equity Owner's investment$1,00,000$1,00,000$1,00,000 Net Profits$10,325$15,733$13,482 Reserve and Surplus$14,750$22,475$19,260 Total owner's equity$1,25,075$1,38,208$1,32,742 Total Liabilities and Owner's Equity$2,22,500$2,28,750$2,53,200 Balance Sheet Projected Financial Ratios: Common Financial RatiosYear 1Year 2Year 3 Debt Ratio(Total Liabilities / Total Assets)0.440.400.48 Current Ratio(Current Assets / Current Liabilities)4.113.892.54 Working Capital(Current Assets - Current Liabilities)1,47,3251,46,1581,31,377 Assets-to-Equity Ratio(Total Assets / Owner's Equity)1.781.661.91 Debt-to-Equity Ratio(Total Liabilities / Owner's Equity)0.780.660.91