Many people have asked me what the secret of our market dominance was. Hello, my name is Lance Winslow and I am the founder of The Car Wash Guys. So far I haven’t revealed my core market secrets; a strategic plan that we use city after city to market our franchised outlets in 23 states. I called the plan Bonzai and Blitz Marketing. Yes, Bonzai is misspelled. Bonsai is the correct spelling for plant and to this day I don’t know the actual spelling of the Japanese battle call, but I do know how to say it and what it means to our team. I’ve never been a champion speller and I liked the dynamism in Bonzai’s spelling with the “Z” much better. Below is a strategic outline that we use to establish our target markets and then narrow down the area and then attack that market to win customers for what we believe to be the best service in the world.
I would advise anyone who is serious about gaining market share and dominating their market area to check out this scheme. First; print this article and modify the outline to fit your business, our business is a mobile car wash and different from yours. Then, once you have the outline that most closely matches your exact business model, put in a paragraph or two for each element. Calculate how you will accomplish each of the letter and number elements quickly and efficiently as you position your team to win. Then take this as a draft of your new base marketing plan. Next; type it double-spaced and tight, then store it in a safe where no one can find it. War planners throughout history and political planners do this to win. If you really want to win in your business, whether you’re a small business or operating in multiple states with hundreds of outlets, you’ll still need to get dirty and fight the enemy with a team worthy of strength of character. and solve
BONZAI AND BLITZ MARKETING
I. PRE-SCOUT INFORMATION COLLECTION
A. Computer data and mapping
1. ESRI (Geographic Information System)
has. ARC/INFO and PC ARC/INFO
b. ARCH DATA
against SIGHT OF THE ARCH
d. CAD ARCH
me. ARCH CITY
F. ARCO USA
gram. business map
2. Mapping programs
has. Delorma (US phone lookup)
b. Rand McNally
vs AAA Street Finder
d. select a map
B. Company Lists (PRO CD and Power Finder)
1. Industries
has. Aircraft
b. trucking
against bus
d. Railway
me. Corporate
F. Governments
gram. Automotive
H. Construction
2. Programs used (CD-ROM)
has. Select a phone
b. 16 million business listings
against phone disk business
d. energy seeker
me. Yellow Pages Listings (CD-ROM)
C. Fax listings
1. Trade
2.Buy
3. Programs
has. fax book
b. PROFESSIONAL CD FAX
D. Email addresses
1. Email Yellow Pages
2. Email search by city
E. Windows 95 and NT Compatible Data Information Services
1. Maps etc., Inc.
2. Blackburn Service Company
3. Data Map, Inc.
4. ETAK Map, Inc.
5. National Bureau of Investigation
F. Data Information Download
1. Homepages of cities on the Internet
2. Chamber of Commerce
has. homepage
b. BBS bulletin board
3. Thompson Site Selection Research, Inc.
4. Urban decision systems
5. Equifax National Decision Systems
G. Data information services that support ESRI-GIS
1. Wessex Inc.
2. ETAK Map, Inc.
3. Business location research
4. Information Research, Inc. (Infoscan)
5. Maps, etc., Inc.
6. SMI-Auto Data
H. Feasibility studies
1.Blackburn Business Services
2. SMI-Auto Data
3. SMI-Afflence/Net Worth
4. Claritas “Influx”
5. Market Statistics, Inc.
I. Data graphs
1. Census data (Tiger files)
2. Census Tracts
3. Zip Plus Four Encryption Areas
4.Traffic studies
5. DMV Reporting/Demographics
II. DRIVE AROUND THE CITY, THREE TO FOUR HOURS
third PRE-SCOUT MEETING OF POTENTIAL FRANCHISEE
IV. BONZAI MARKETING
A. Send explorer
1. Survey area
has. Identify retail centers
yy Travel agencies
ab. hairdressers
CA Small Retail Stores
add. Insurance Offices
b.
Office Complexes
yy Multi-tenant buildings
ab. Single Independent Company
against Industrial Areas
yy Manufacturing
ab. small truck fleets
CA Distribution Companies
add. Train tracks
Oh Warehouses
aff. material yards
d. Visit to the Chamber of Commerce
yy Directory
ab. Community lists (Rotary, Kiwanis, Elk, Lions, etc.)
CA Directors, Directors, etc.
add. Maps (10)
ah offer support
me. Airport?
F. Military base?
gram. large government buildings
2. Visit the Town Hall
has. planning Department
b. Department of business licenses
against Department of Administration.
yy Collect demographic information
ab. city resources
CA City Secretary on City Policy
d. Purchasing department.
yy Who cleans the graffiti?
ab. how they wash vehicles
CA Sidewalk Cleaning
3. Large companies/government agencies with fleets
has. garbage company
b. Federal Express Office
against USPS
d. UPS Terminal
me. cement trucks
F. Train Depot
gram. trucking companies
H. Office of the Highway Patrol
i. railway depot
d. TransCal.
k. utility companies
I. bus company terminal
Mr. park districts
not. taxi companies
Y. car rental companies
p. Police department.
4. Locate a Domino’s Pizza Store
5. Locate Kinko’s Copy Center
6. Potential cooperative advertisers
has. tanning salons
b. karate studios
against health clubs
d. restaurants for dinner
me. printers
7. Find the cheapest hotel room
8. Get an industry guide for the area
9. Phone Book (Acquire)
10. Categorize residential areas
has. apartment complexes
b. Condominiums
vs. Single Family Resorts
d. gated communities
me. Upper middle class areas
11. Nearest college or university
has. labor pool
b. future franchisees
against Dealer brochure
B. Scout collects information
1. Make a storyboard with a map of the area
has. Scheme of commercial and residential areas
b. Define target areas/hot spots
vs Label the highest benefit areas to be hit
2. Make database of:
has. VIP’s, Mayor, Chamber Members, Directors, Community Members, Club Presidents, etc.
b. All Businesses, Industry Guides, Yellow Pages, etc.
against Chamber Business
d. Potential Accounts: Trucking Companies, Government, Rent-A-Car
me. Fax database shell
3. Data labor group base
C. Associates arrives with a new franchisee
V. BLITZ TIME
A. Round up resources
1. Students (4) Walking Shopping Districts
has. Gather business cards with fax numbers
b. (4) Car Wash Truck Wash in Top Profit Area #1
vs Group Reunion
2. Second Day – Acceleration
has. Students go to coffee and donut shops
b. Moms dropping kids off at school at 8am
against Office Complexes, More Fax Numbers
d. Four main restaurants for business lunches
me. Lance goes on a mission
yy City business license
ab. Meeting with Chamber of Commerce
*BBS board system
*Crime Watch
* Fax database
* Join the Chamber
* Grand Opening Data
* Car Wash Coupons
* Volunteer
AC Phone calls
* President of all clubs
* Politicians
* Competitors
* Attempted Sales Calls to Government Agencies
add. Board of Realtors
* Coupons
* Join – Add on computer
3. Day three: the saga continues
has. Students hit the phone booths
b. bulletin board
against Real Estate Offices (Boxes)
d. grocery stores
me. Restaurants
F. park and rides
4. Day Four – Grand Parade
has. Students in cars with signs
b. Cash laundering trucks
against Driving through shopping malls
d. Drive through shopping complexes
me. drive through colleges
F. Grocery Stores
gram. Students leave 6pm
5. Full fax list
6. Lance and the franchisee sit down and offer fleet accounts by fax and by mail
7. Day five – Start the corporate employee program
Expert and franchisee
8. Launch person and computer setup system
9. Media Blitz – Corporate Laundering, Fundraising, Follow-up Press Releases
10. Inserts in newspapers. – We’re done
b. throw a party
C. Browse any competitor and route days
(make database of this)