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 Detailing - September 2008  |
Mobile Detailing
You have chosen to become a mobile auto detailer. Where do you start? What will you need? This article will provide you with some of the basic information you will need to help you start a successful mobile auto detailing business. I will assume you already have some technical knowledge about detailing. BUSINESS PLAN First things first: the plan. You wouldn’t get in your car and try to drive to a place you have never been before without a road map or directions would you? Your first step should be to compile a business plan. Among choosing a business name, business type, area of service, setting up your accounting system, and other details, a business plan will force you to objectively develop and evaluate your idea. It will help you identify the opportunities and risks encountered as a result of your decisions. You will better understand the strengths and weaknesses of your business and the competition. Most importantly, you will understand who your customers are and how to reach them. You will know how much funding will be required to start your business. As a matter of fact, you may very well use your business plan to acquire startup funding. A well-written plan will include an organized and systematic method for running and growing your business. LEGAL ISSUES Next, get legitimate. Start off your business on the right foot and become licensed and insured. If the area you will be conducting business in has a city hall you will need to get a city business license. Some areas require you to get a county business license. Check with your local authorities for the proper license and permits. Carrying general liability insurance and a form of garage-keepers coverage not only provides protection for you and your cliental, but also shows potential customers that you are professional. It can do nothing but enhance your professional image. Be certain to get coverage that will cover the type of vehicles you will be working on. You will need to insure your detail rig as well. You will also need to file a DBA (doing business as) with your county so you can use your new business name legally. You will need your DBA to open a business bank account. You can now order business cards, flyers, and other printed material with your business name and logo on them. DETAIL RIG Which will it be, van, truck, or trailer? We use full-size cargo vans in my mobile detail business. We choose cargo vans because they provide large spaces on the sides for our company name, logo, and contact information. They provide security for our equipment and protection from the elements. They are equipped with V8 engines that have the required horsepower to haul our equipment around. An enclosed trailer provides the benefits of a cargo van, but another vehicle will be needed to pull it. A trailer can be much more difficult to maneuver than a van. I personally know mobile detailers that have very successful businesses with either a van or trailer — or in some cases both. EQUIPMENT The equipment you stock your detail rig with will partially be dictated by the market segment you choose to target, and the services you will provide as outlined in your business plan. For example, a mobile detailer that sets up at an office park and washes and waxes many vehicles will require to carry much more water than a detailer that has targeted customers at their homes and may only do one or two details a day. The equipment you choose will vary depending on the cliental and services you provide. Here is a list of equipment I stock my vans with:
My vans also have microwave ovens for heating up last night’s leftovers or to heat up water to make coffee on those cold mornings. MARKETING Now that you are a living and breathing entity with a fully stocked detail rig (and your wearing your custom embroidered polo or screen printed t-shirt in your company colors) the next step is to tell the world that you’re in business. This is where you put the marketing portion of you business plan into action. It has been my experience that mobile detailers spend too much time on the technical side of the business and not enough time on running the business. Marketing isn’t immune to neglect so it is essential that a solid marketing plan is created and executed. At the very least a website should be created. The website should be informative as well as easy to navigate. Potential customers may base their buying decision only on your site so make sure it is done correctly and looks professional. Your marketing plan will be created in part by research and in part by trail and error. For example, in some markets advertising in the Yellow Pages works wonders and in others it does not. What you are looking for is the most effective way to reach your target market. I have found that there is no single way of marketing that will open the floodgates of customers. A well-thought-out plan that includes a number of different types of marketing that work together works best to create a steady stream of new customers. SERVICES/PRICING The services that you decide to provide will vary depending on your target market. Most detailers offer a wash, a maintenance-type detail (the wash and wax), an interior detail, an exterior detail, and a complete or full detailing. You may also want to offer reconditioning services such as paintless dent repair (PDR), window, interior, and/or rim repair. Pricing your services can be tricky. We priced our services by using a combination of what we need to earn to cover our operating costs and turn a fair profit, and the amount that our target market is willing to pay. We have found that pricing services low to undercut the competition very seldom, if ever, works. Price services based on the value of your service to your customer. LEARN, LEARN, LEARN Never stop learning. Even though I have been in the auto detailing industry all of my adult life, I have never stopped learning about it. Materials used on and in modern vehicles are ever changing. Keep abreast of the changes and evolve with them. New tools and products come out periodically that help the mobile detailer do his/her job quicker, easier, and at a higher level. There are many companies that specifically offer formal training in the auto-detailing field. They usually offer a basic two- or three-day class that includes technical knowledge of proper detailing techniques and some kind of business and administrative curriculum as well. Attend industry events such as the annual Mobile Tech Expo in Florida and the International Carwash Association’s Car Care World Expo in Las Vegas. Both events have educational sessions that cover everything from employee management to proper leather care. An expo is also a place to meet vendors that will have an endless supply of new products displayed for you to see and ask questions about. Many offer “expo only” discounted pricing. By far my favorite benefit for attending is networking with other mobile detailers and industry professionals. Experiences, tips, ideas, and a host of other things shared among one another is invaluable. Join an auto detailing association. The National Association for Professional Detailing and Reconditioning (NAPDR) and the International Detailing Association (IDA) are two that come to mind. The NAPDR is about two years old and has held highly informative classes and networking events. The IDA is a new association with what appears to be a promising future. Traditionally, associations benefit its members by keeping them updated on the trends in the industry, by offering discounts on products and services, and for being the “voice” of the industry. It is also a great place to rub elbows with your peers. Lay a solid foundation with a well-planned, well-equipped, and legal business and expect to reap the rewards of your hard work and dedication. Good luck. Jose Fernandez is the owner and operator of Superior Shine Mobile Auto Detailing, which was established in 1989. Serving primarily the Los Angeles region of Southern California, Superior Shine specializes in exotic and classic vehicles. Involved in the automotive industry for over 25 years, Jose is also a trained mechanic and automotive refinisher. You can visit his operation on the web at www.SuperiorShine.com. |
