Business Plan Sample

BusinessPlan (3)

Founder ……………………………………………………………………………………………………………………….2
Founder Profile …………………………………………………………………………………………………………2
Executive Summary………………………………………………………………………………………………………2
Company Profile Summary ………………………………………………………………………………………..2
Market Research Summary…………………………………………………………………………………………3
Marketing Summary ………………………………………………………………………………………………….3
Finance Summary ……………………………………………………………………………………………………..4
Company Profile…………………………………………………………………………………………………………..5
Business Overview ……………………………………………………………………………………………………5
Company History………………………………………………………………………………………………………7
Management …………………………………………………………………………………………………………….7
Location …………………………………………………………………………………………………………………..8
Legal Structure………………………………………………………………………………………………………….8
Vision & Mission………………………………………………………………………………………………………9
Professional Advisors ………………………………………………………………………………………………11
Goals & Objectives………………………………………………………………………………………………….11
Market Research …………………………………………………………………………………………………………12
Industry Profile & Outlook……………………………………………………………………………………….12
Local Market…………………………………………………………………………………………………………..14
Key Competitors / SWOT Analysis …………………………………………………………………………..15
Target Market …………………………………………………………………………………………………………19
Keys to Success ………………………………………………………………………………………………………20
Customer Survey Summary………………………………………………………………………………………21
Sales & Marketing ………………………………………………………………………………………………………21
Pricing Strategy ………………………………………………………………………………………………………21
Marketing Strategy ………………………………………………………………………………………………….22
Positioning Statement ………………………………………………………………………………………………22
The Sales Process ……………………………………………………………………………………………………23
Strategic Partnerships ………………………………………………………………………………………………23
Operations………………………………………………………………………………………………………………….23
Legal Issues ……………………………………………………………………………………………………………23
Insurance Issues ………………………………………………………………………………………………………24
Human Resources ……………………………………………………………………………………………………24
Process/Production ………………………………………………………………………………………………….25
Risk Assessment ……………………………………………………………………………………………………..25
Founder
Founder Profile
What is the name of your town, city or community?
Headingley, MB
Are you indigenous?
Yes
What is your Indigenous background?
Métis

If you know which First Nation you are a member of, please specify.
People living in Canada come from many different ethno-cultural backgrounds or
countries. To ensure that we are as inclusive as possible in our offering, please tell us how
you would identify based on the following categories, drawn in part from the Canadian
census. Please note this is not meant to be an exhaustive list. Select up to two answers
When were you born?………………..
What other documents will you be adding to your business plan?
Checklist
Not sure
Executive Summary
Company Profile Summary
What is the key offering and who is the person(s) behind the business?
Key Offering:
The core offering of our business revolves around providing cutting-edge digital marketing
campaigns specifically designed for AI-qualified lead generation and bespoke training contracts
focused on events and sales within the automotive industry. These services are uniquely tailored
to meet the dynamic needs of car dealerships and automotive dealers, aiming to significantly
enhance their sales performance and market presence through targeted, innovative strategies.
Person(s) Behind the Business:
The venture is spearheaded by a seasoned professional with over 20 years of experience in the
automotive industry, including a decade of successful dealership management. This individual
has been recognized as a “40 under 40” leader in Automotive News for their contributions to the
digital transformation within the industry. Having served as a subject matter expert at esteemed
platforms such as Google and NADA, they bring a wealth of knowledge, creativity, and proven
success in both traditional and digital aspects of automotive sales and marketing. Their vision not
only encompasses the growth and success of the business but also a dedication to innovation,
continuous learning, and the potential for broader community impact as the company evolves.

Market Research Summary
What is a brief overview of the market? Who are the key competitors? Who is target
market?

Brief Overview of the Market:
The automotive dealership market is rapidly evolving, with significant shifts towards
digitalization in sales and marketing practices. This transformation is driven by changing
consumer behaviors, where buyers are increasingly relying on online research and digital
platforms to make purchasing decisions. The industry is seeing a growing need for targeted
digital marketing strategies and specialized training to enhance dealership performance and
customer engagement.

Marketing Summary
What is a brief overview of the market? Who are the key competitors? Who is target
market?
Key Competitors:
Key competitors in this space include established automotive marketing agencies and consulting
firms that specialize in dealership training and digital marketing solutions. Notable players may
include companies like Absolute Results and Exclusive Private Sales, which offer event-based
sales training and marketing services. Additionally, larger digital marketing firms with
automotive divisions also pose competition, offering a range of services from SEO to lead
generation and social media marketing.
Target Market:
The target market primarily consists of car dealerships and automotive dealers, with a specific
focus on dealer principals, general managers, and marketing managers. These stakeholders are
actively seeking innovative solutions to improve sales performance, generate qualified leads, and
navigate the digital transformation of the automotive sales landscape. The target market values
expertise, proven success, and innovative approaches to both sales training and digital marketing,
making them receptive to the specialized services offered by the business.
What are the basic necessities you will need to get off the ground and how will you create a
great customer experience?

Basic Necessities and Customer Experience Strategy:
Digital Setup and Expert Team:
To launch, we’ll need a comprehensive digital infrastructure including a professional website and
CRM software for efficient lead and client management. A core team comprising digital
marketing, sales training specialists, and customer support will ensure the delivery of top-notch
services. Collaboration with industry experts will enhance the quality and relevance of our
training content.
Content Strategy and Legal Framework:
A robust content and digital marketing strategy is essential for engaging our target audience and
showcasing our expertise. Developing training materials tailored to automotive sales and
marketing is critical. We’ll ensure all legal and financial structures are in place for a smooth
operation.
Creating Superior Customer Experiences:
Our approach focuses on personalized services, leveraging the founder’s recognized expertise in
the automotive industry to deliver results-driven marketing campaigns and training. We will
offer customized solutions, maintain open communication, and provide value-added services
such as actionable insights and post-service support. Building community engagement and
implementing feedback mechanisms will allow us to continuously refine our offerings, ensuring
we meet and exceed customer expectations.
Launch Readiness:
With preliminary validations from industry insiders and a clear plan for delivering expert-driven
services, we are poised to officially launch our offerings. Our readiness is backed by a strategic
plan for immediate impact and long-term growth in the automotive sector, aiming to set a new
standard for dealership performance enhancement.
Finance Summary
How much money do you need to start? Where will you get the money? How much sales do
you plan on generating in the first year and second year? What will the expenses be?
Startup Budget & Funding
Initial Investment Required: Approximately $125,000 to cover the first year’s operational costs,
including digital infrastructure setup, content creation, legal and financial framework
establishment, team hiring, and initial marketing efforts.
Personal Investment: $65,000, which covers a little over half of the initial investment required.
Additional Funding Needed: $60,000, which could be sourced through a small business loan,
angel investors interested in digital innovation, or grants specifically aimed at supporting
indigenous entrepreneurship and innovation in traditional industries like automotive.
Sales Projections
First Year Sales: Given the niche market and the startup phase of building client relationships
and proving the business model, first-year sales are conservatively estimated at $150,000. This
accounts for securing contracts with a modest number of dealerships for both digital marketing
campaigns and training programs.
Second Year Sales: With established credibility, expanded services, and word-of-mouth
referrals, sales are projected to grow to $300,000. The second year’s growth is anticipated due to
repeat business, expanded client base, and the introduction of new services based on market
demand and feedback.
Expenses Projection
First Year Expenses: Expected to be around $100,000, covering team salaries, marketing,
website and CRM tool subscriptions, content creation, and general operational costs. This
estimate allows for a lean operation focused on building the business foundation and market
entry.
Second Year Expenses: Projected to increase to $180,000 as the business scales up. This includes
hiring additional staff, increased marketing to support growth, further development of training
materials, and possibly some investment in technology to enhance service delivery. Despite the
increase, the focus remains on maintaining a lean operation to maximize profitability.
Summary
Start-Up Funding: $120,000 needed, with $65,000 covered by personal funds and $55,000
sought from external sources.
Revenue: Projected to grow from $150,000 in the first year to $300,000 in the second year as the
business establishes itself and expands its offerings.
Expenses: Expected to increase from $100,000 in the first year to $180,000 in the second year,
reflecting the costs associated with scaling the business and enhancing service offerings.
Company Profile
Business Overview
Business Description
What is your company name?
15816394 Canada Inc.
What is the status of your company as of today?
I will launch my business within two months
Briefly describe what your company is all about?
Our company leverages over two decades of automotive industry expertise to offer cutting-edge
digital marketing and specialized training services tailored for car dealerships. We combine
innovative AI-driven lead generation with bespoke sales and event training, enabling dealerships
to significantly enhance their sales performance and digital presence. Founded by a recognized
“40 under 40” leader in automotive digital transformation, our startup is poised to redefine
dealership success. With an initial investment and a clear vision for growth, we aim to become
the go-to partner for dealerships looking to navigate the digital age, ensuring they not only meet
but exceed their sales and marketing objectives. We’re more than a service provider; we’re a
growth partner for the digital era in automotive retail.
28/02/2024
Full-Time
Compelling Value
What is the key benefit to the customer?
The key benefit to our customers is the significant enhancement of their sales performance and
digital presence through our tailored digital marketing and specialized training services. By
leveraging AI-driven lead generation and bespoke sales and event training, dealerships can
expect to not only increase their quantity of qualified leads but also improve the quality of
customer interactions, resulting in higher conversion rates and improved customer satisfaction.
Our services empower dealerships to effectively navigate and thrive in the digital age, ensuring
they stay ahead of the competition and achieve their sales and marketing objectives with
efficiency and innovation.
Product/service description
Are you offering a product or service?
both product & service business
Briefly describe the products and services you are offering.
Our company offers a comprehensive suite of services designed to elevate automotive
dealerships’ sales performance and digital footprint:
AI-Driven Digital Marketing Campaigns: Utilizing the latest in AI technology, we craft
customized digital marketing strategies that target and engage potential customers, generating
high-quality, qualified leads to boost sales and increase dealership visibility online.
Bespoke Training Programs: We provide specialized training for dealership staff, focusing on
sales enhancement and event management. These programs are tailored to the unique needs of
each dealership, ensuring teams are equipped with the latest techniques and strategies to
maximize sales opportunities and enhance customer engagement.
These services are built on a foundation of industry expertise and innovative approaches,
designed to deliver measurable results and significant improvements in dealership performance.
Company History
What have you done up until now on your business (idea)?
Up until now, the foundational steps taken for our business have centered around laying the
groundwork for our key service offerings and establishing the necessary expertise and
technological framework. Specifically, we have:
Training and Certification Progress: Actively engaged in training and certification processes to
become a qualified provider for AbsoluteResults, ensuring we have the requisite skills and
credentials to offer specialized training programs to automotive dealerships.
Technology Development Discussions: Initiated detailed discussions with a trusted full stack
developer, with whom we have a significant history of successful collaboration. These
discussions aim to outline and begin the development of the technology infrastructure needed for
our AI-driven digital marketing campaigns. The focus has been on selecting the appropriate
technologies that will enable us to deliver highly customized and brand-aligned experiences for
our clients.
AI Sales Agent Conceptualization: We are in the process of conceptualizing an AI sales agent
capable of qualifying and enriching leads in a manner that is not only efficient but also deeply
customized to each dealership’s brand and customer engagement style. This involves extensive
customization and unique modeling to ensure that our digital marketing services offer
unparalleled value and relevance to our clients.
These initial steps reflect our commitment to establishing a solid foundation for the business,
focusing on both the development of our service offerings and the technological capabilities that
underpin them. Our progress demonstrates a clear trajectory towards delivering innovative
solutions that are tailored, effective, and aligned with the evolving needs of the automotive
industry.
Management
How many owners does this company have?
1
Who are the owners in the business and the people who will run the business day-to-day?
The business is owned and operated by a seasoned professional with an extensive background in
the automotive industry. As the sole proprietor and driving force behind the venture, this
individual brings over 18 years of diverse experience across various leadership roles, including
owning a Ford dealership in Winnipeg, serving as the Chief Digital Officer for the Capital
Automotive Group, and holding positions such as sales manager, director of fixed operations,
general sales manager, and sales representative within the same group. Most recently, they acted
as the managing partner of Capital Ford for six years, concluding in February 2024.
The day-to-day operations of the business will be managed directly by the owner, ensuring a
high level of dedication and personalized attention to detail in every aspect of the service
offering. This approach leverages the owner’s profound understanding of the automotive
industry, digital innovation, and sales optimization to provide targeted, effective solutions
tailored to the unique needs of automotive dealerships. The owner’s hands-on management style
will ensure that the business remains agile, client-focused, and adaptive to the evolving market
landscape, setting a solid foundation for growth and success.
What location will you run your business from?
home based business
No
Location
What location will you run your business from?
home based business
What is the location address?
Why does this make sense?
Legal Structure
What is your company structure?
corporation
Why did you pick this company structure?
Our company is structured as a federally incorporated entity, a strategic decision made to
optimize our operational capabilities and growth potential across Canada. This company
structure was chosen for several reasons, vital for a startup looking to establish a national
presence in the automotive dealership training and digital marketing sectors:
National Scope and Mobility: Federal incorporation allows us to operate seamlessly across all
Canadian provinces and territories under a single corporate name. This mobility is crucial for a
business aiming to engage with automotive dealerships nationwide, offering uniform services
and solutions without the constraints or additional requirements of provincial registrations.
Enhanced Credibility: Being federally incorporated enhances our credibility with potential
clients and partners, such as Absolute Results, and others within the automotive industry. It
signals a level of professionalism and seriousness about our long-term commitment to the
industry, fostering trust and confidence in our business.
Legal Protection of Company Name: Federal incorporation provides legal protection for our
company name across Canada, crucial for brand identity and marketing. It ensures our business
can be uniquely identified and reduces the risk of confusion with other entities, helping to
establish a strong, recognizable brand as we expand our services.
Attracting Investment: This structure is often more attractive to potential investors, as it indicates
a broader operational scope and a commitment to regulatory compliance on a national level. It
positions us as a more stable and ambitious investment opportunity, essential for securing
funding for growth and expansion efforts.
Future Expansion: Federal incorporation is a forward-looking decision, anticipating future
growth beyond provincial borders. It provides a solid foundation for scaling the business,
enabling us to explore and enter new markets across Canada more efficiently and effectively.
In summary, the decision to opt for federal incorporation aligns with our strategic vision to
establish a strong, nationwide presence in the automotive industry, offering digital marketing and
training solutions. It supports our operational needs, enhances our market credibility, protects our
brand, and positions us favorably for future expansion and investment opportunities.
Will you need to protect your intellectual property?
not at this time
Vision & Mission
How do you see your business 5-10 years from now?
In the next 5 to 10 years, I envision our business as a leading force in the automotive industry’s
digital transformation, having established a national presence across Canada with a reputation for
innovation, quality, and impactful results. Here’s a detailed outlook on our future direction:
Expansion and Diversification
Geographical Growth: Beyond consolidating our presence in all major automotive markets
within Canada, we plan to explore opportunities for international expansion, particularly in
markets with similar automotive sales and marketing landscapes.
Service Diversification: While continuing to innovate in AI-driven digital marketing and
specialized sales training, we’ll expand our service offerings. This could include advanced
analytics services, customer relationship management solutions, and cutting-edge digital tools for
automotive retail.
Technological Leadership
R&D Investment: A significant portion of our strategy involves continuous investment in
research and development to stay at the forefront of digital marketing and sales training
technologies. We aim to develop proprietary tools and platforms that offer unique value to our
clients.
Custom AI Solutions: Building on our AI-driven lead generation, we plan to offer more
personalized and sophisticated AI solutions that cater to the evolving needs of automotive
dealerships, enhancing customer engagement and operational efficiency.
Building a Brand and Community
Industry Authority: We will establish ourselves as thought leaders in automotive digital
transformation, contributing to industry discussions, publishing research, and hosting events that
foster innovation and collaboration.
Supporting the Ecosystem: Initiating and participating in partnerships with educational
institutions, technology companies, and automotive organizations to nurture a vibrant ecosystem
that supports the growth and success of the automotive industry.
Sustainability and Social Responsibility
Sustainable Practices: As we grow, integrating sustainable business practices and supporting ecofriendly initiatives within the automotive industry will become a priority, aligning with global
efforts to combat climate change.
Community Engagement: Developing programs and initiatives that give back to the communities
we operate in, with a particular focus on supporting indigenous communities and promoting
diversity and inclusion in the automotive and tech industries.
Financial Goals
Revenue Growth: Aiming for substantial year-over-year revenue growth, driven by expanding
our client base, entering new markets, and launching new services.
Profitability and Investment: Maintaining healthy profitability margins while reinvesting a
portion of our profits back into the business to fuel growth, innovation, and community
initiatives.
In summary, over the next 5 to 10 years, our business aims to be at the cutting edge of the
automotive industry’s digital age, recognized for our innovative solutions, commitment to
sustainability, and contribution to the industry’s overall growth and success. Through strategic
expansion, technological leadership, and a focus on building a strong brand and community, we
will strive to not just meet but exceed the evolving needs of our clients and the market.
What is your daily mission?
Our daily mission is to empower automotive dealerships to maximize their sales potential and
digital presence through innovative, customized digital marketing and training solutions. Each
day, we are committed to:
Delivering Excellence: Consistently providing high-quality, effective services that meet the
unique needs of each dealership, ensuring they achieve tangible improvements in sales
performance and customer engagement.
Innovation and Adaptation: Continuously exploring and integrating the latest technologies and
methodologies in digital marketing and sales training to keep our clients at the forefront of the
automotive industry’s digital evolution.
Building Relationships: Fostering strong, collaborative relationships with our clients,
understanding their challenges and objectives deeply, and working closely with them to develop
and implement solutions that drive their success.
Continuous Learning: Keeping abreast of industry trends, consumer behaviors, and technological
advancements to ensure our offerings remain relevant, effective, and ahead of the curve.
Community and Industry Contribution: Actively engaging with the broader automotive and
digital marketing communities to share knowledge, insights, and best practices, contributing to
the growth and success of the industry as a whole.
Our daily mission revolves around these core principles, guiding our actions and decisions to
ensure that we not only meet but exceed the expectations of our clients, setting new standards of
excellence in the automotive digital marketing and training space.
Professional Advisors
Who are the people who you will rely upon to give you expert advice?
Goals & Objectives
What are the business milestones that you want to set?
Setting clear, achievable milestones is crucial for tracking the progress and success of our
business. Here are the key milestones we aim to reach in the short to medium term:
** Short-term Milestones (1-2 Years) **
Launch and Brand Establishment:
Successfully launch our digital platform and marketing campaigns.
Establish our brand identity within the automotive industry.
First Client Acquisition:
Secure our first set of clients, focusing on automotive dealerships, and successfully deliver on
our initial contracts.
Service Expansion:
Develop and launch additional services based on market feedback and initial client engagements.
Revenue Goals:
Achieve a predetermined revenue target that validates our business model and service offerings.
Strategic Partnerships:
Form partnerships with key industry players, such as automotive manufacturers, dealership
groups, and technology providers, to enhance our service portfolio and market reach.
** Medium-term Milestones (3-5 Years) **
National Presence:
Expand operations to cover major automotive markets across Canada, establishing a strong
national presence.
Innovation and R&D:
Launch a dedicated R&D program to innovate and improve our digital marketing and training
solutions.
Introduce proprietary technologies or methodologies unique to our service offerings.
Market Leadership:
Be recognized as a market leader in digital marketing and training for automotive dealerships
based on client success stories and industry awards.

Sustainable Growth:

Achieve sustainable, profitable growth, with a focus on expanding our client base while
maintaining high satisfaction and retention rates.
Community Impact:
Implement initiatives that positively impact the communities we operate in, especially focusing
on supporting indigenous communities and promoting diversity within the tech and automotive
sectors.

International Expansion Consideration:

Begin exploratory research and planning for potential expansion into international markets with
similar automotive sales structures and opportunities.
Achieving these milestones will require a focused strategy, dedicated execution, and continuous
adaptation to industry trends and client feedback. Success in these areas will not only validate
our business model but also lay a strong foundation for long-term growth and impact in the
automotive industry.
Market Research
Industry Profile & Outlook
What industry are you in?
Retail
Describe the industry you are in.
Automotive
The automotive industry encompasses a wide range of companies and organizations involved in
the design, development, manufacturing, marketing, and selling of motor vehicles. It is one of
the world’s most significant economic sectors by revenue and has undergone considerable
transformation with the advent of digital technology. The industry not only includes traditional
vehicle manufacturers but also spans aftermarket services, digital marketing solutions, and
technological innovations aimed at enhancing the sales and operational efficiency of automotive
dealerships.
How does the industry work?
How the Industry Works:
The automotive industry operates through a complex network of manufacturers, suppliers,
dealerships, and service providers. It encompasses the entire lifecycle of a vehicle, from design
and production to sales, after-sales services, and recycling. The industry has seen a significant
shift towards digitalization, impacting how vehicles are marketed, sold, and serviced.
Dealerships, in particular, have become increasingly reliant on digital marketing and sales
optimization tools to reach consumers.
Ease of Entry:
Starting a business in the automotive industry varies in difficulty depending on the segment. For
manufacturing, the barrier to entry is high due to the substantial capital, expertise, and regulatory
approvals required. However, entry into automotive services, especially around digital marketing
and dealership optimization, is more accessible. This sector demands less capital investment and
benefits from the growing need for dealerships to adapt to digital sales channels.
Success Factors:
Successful businesses in the automotive industry have adapted to changing consumer behaviors
and technological advancements. They’ve invested in digital transformation, embracing online
sales platforms, digital marketing, and data analytics to enhance customer engagement and
operational efficiency. Effective supply chain management and maintaining strong relationships
with suppliers and dealers have also been crucial.
Challenges:
The industry faces challenges such as fluctuating demand influenced by economic conditions,
increasing regulatory requirements, especially around emissions and safety, and the need for
continual investment in new technologies. Adapting to the rapid pace of digital transformation
and consumer expectations for a seamless online-offline buying experience are also significant
challenges.
What has been the history of the industry in the past to where it is today?
The automotive industry has evolved from the mass production techniques pioneered by Henry
Ford in the early 20th century to a highly sophisticated, globalized industry. The latter half of the
20th century saw the rise of global manufacturers and the expansion of the industry worldwide.
The 21st century introduced significant technological advancements, including electric vehicles
(EVs), autonomous driving technologies, and digitalization of sales and services. The industry
has also faced challenges, such as the 2008 financial crisis, which led to a renewed focus on
sustainability and efficiency.
What are the predictions for the future?
* Predictions for the Future:
The automotive industry is expected to continue its trajectory towards digitalization and
sustainability. The rise of EVs, autonomous vehicles, and mobility-as-a-service (MaaS) are likely
to shape the industry’s future.
Digital marketing and sales channels will become even more integral, with AI and machine
learning playing significant roles in understanding consumer behaviours and customizing the
buying experience.
* Impact of Trends on the Business:
– Socio-Cultural: Increasing consumer awareness around sustainability and the desire for
flexible, technology-driven buying experiences will drive demand for digital services and
sustainable vehicle options.
– Technology: Advancements in AI, machine learning, and digital platforms will enable more
personalized, efficient marketing and sales strategies for automotive dealerships, aligning with
our business offerings.
– Political and Regulatory: Tightening emissions regulations and support for EV infrastructure
will influence vehicle design and sales strategies, potentially increasing demand for digital
marketing services tailored to these trends.
– Geographical and Demographic: Urbanization and changing demographics, including
millennials and Gen Z’s buying preferences, will shape the demand for vehicles and services,
emphasizing the need for a robust online presence and digital sales channels.
– Economic: Economic fluctuations can impact consumer spending on vehicles, highlighting the
importance of efficient, targeted marketing and sales strategies to navigate market cycles.
Overall, the future of the automotive industry presents a landscape ripe with opportunities for
businesses focused on digital marketing and sales optimization services. Adapting to and
leveraging trends in technology, sustainability, and consumer behaviour will be key to success.
Local Market
What immediate market will you serve?
Our immediate market focus is on automotive dealerships aiming to enhance their digital sales
and marketing capabilities. We target dealer principals, general managers, and marketing
managers within these dealerships, offering services designed to improve digital presence, sales
performance, and staff proficiency in modern automotive sales techniques. Our goal is to assist
these dealerships in maximizing their sales potential through effective digital strategies and AIdriven tools, catering to the evolving needs of the automotive sales environment.
Provide some more detail about your target market in this geographic radius
*Scope:
Our initial geographic focus encompasses major urban centers within Canada, including Toronto,
Vancouver, Montreal, Calgary, and Edmonton. These areas are chosen for their high
concentration of automotive dealerships, competitive market landscape, and a consumer base
that is receptive to digital buying experiences.
*Target Market Details:
In these urban centers, automotive dealerships face stiff competition and a need for innovation in
sales and marketing strategies to distinguish themselves. The market includes a mix of luxury
and volume dealerships, each requiring tailored digital marketing approaches. Our services are
specifically designed to address the challenges and opportunities within these dense, tech-savvy
markets, offering customized solutions that align with both dealership and consumer
expectations.
*Local Market Characteristics:
The local market in these areas is characterized by a rapid shift towards online research and
purchases by consumers, with a growing interest in electric vehicles and sustainability. This
evolving consumer behavior underscores the importance of a robust digital strategy for
dealerships. Our offerings will focus on enabling our clients to effectively navigate these market
dynamics, providing them with the tools and knowledge needed to thrive in the competitive
automotive industry landscape.
Key Competitors / SWOT Analysis
Your Company:
15816394 Canada Inc.
Strengths:
1 – Industry Expertise: Leveraging over 20 years of experience within the automotive sector,
including a profound understanding of dealership operations and digital marketing trends,
positions the company as an industry expert.
2 – Innovative Solutions: Offering cutting-edge digital marketing strategies and training
programs, including AI-driven lead generation and personalized marketing campaigns, that are
tailored to the specific needs of automotive dealerships.
3 – Performance-Based Pricing: A competitive pricing model that aligns the company’s success
with the success of its clients, encouraging trust and long-term partnerships.
4 – Established Network: Existing relationships within the industry, including ties with key
players like Ford Motor Company and Lincoln Canada, provide a solid foundation for business
development and client acquisition.
Weaknesses:
1 – Brand Recognition: As a new entrant in the market, building brand recognition and trust
among potential clients will require strategic marketing efforts, exceptional service delivery to
generate positive word-of-mouth, and leveraging industry networks to showcase our expertise
and successes. Establishing a strong online presence, contributing thought leadership in industry
forums, and participating in automotive industry events will be crucial for quickly establishing
our brand in the competitive landscape.
2 – Scalability: Initially, the ability to scale services to meet the demand of a nationwide clientele
might be limited due to the size of our team and resources.
3 – Dependency on Key Individuals: Relying heavily on the founder’s expertise and network
could pose a risk if not diversified through team expansion and strategic partnerships.
4 – Market Penetration: Penetrating a market with well-established competitors will require
significant marketing and sales efforts to showcase our unique value proposition.
Opportunities:
1 – Digital Shift in Automotive Sales: The ongoing shift towards digital platforms in automotive
sales and marketing presents a growing market for our services.
2 – Networking and Word-of-Mouth: Leveraging automotive dealership networks and 20 groups
can accelerate market penetration and brand awareness.
3 – Regulatory Changes: Changes in automotive sales regulations may create new needs for
digital marketing and training services among dealerships.
4 – Technological Advancements: Continuous innovation in AI and digital marketing tools
provides opportunities for new service offerings and enhancements.
Threats:
1 – Technological Disruption: Rapid technological changes could render current strategies
obsolete, requiring constant adaptation.
2 – Economic Fluctuations: The automotive industry is sensitive to economic downturns, which
can affect dealerships’ budgets and willingness to invest in new services.
3 – Competitive Landscape: Intense competition from established digital marketing and sales
training providers could limit market share and pressure pricing strategies.
4 – Changes in Consumer Behavior: Shifts in how consumers buy cars, including a move towards
direct manufacturer sales or increased online purchasing, could impact the demand for
dealership-focused services.
Competitor 1:
PureCars: Provides digital advertising and marketing solutions aimed at automotive dealerships,
focusing on search engine marketing, display advertising, and social media marketing to drive
sales.
Strengths:
Data
Reach
Efficiency
Insight
Weaknesses:
Complexity
Specificity
Cost
Support
Opportunities:
Innovation
Partnerships
Expansion
Diversification
Threats:
Competitors
Technology
Economy
Adaptation
Competitor 2:
Smedia: Specializes in digital marketing solutions for automotive dealerships, offering services
like SEO, PPC, and social media advertising to enhance online visibility and sales.
Strengths:
Expertise
Integration
Customization
Analytics
Weaknesses:
Cost
Complexity
Scalability
Support
Opportunities:
Expansion
Diversification
Partnerships
Innovation
Threats:
Competition
Technology
Regulation
Market
Competitor 3:
Conversica AI: Provides AI-driven sales assistant software designed to automate lead
engagement and follow-up processes. Conversica’s AI platform simulates human-like
conversations, helping dealerships to nurture leads more effectively and efficiently.
Strengths:
AI
Automation
Scalability
Engagement
Weaknesses:
Flexibility
Personalization
Dependence
Adaptability
Opportunities:
SaaS
Expansion
Collaboration
Evolution
Threats:
Imitators
Integration
Perception
Cost
Competitor 4:
Strengths:
Weaknesses:
Opportunities:
Threats:
Competitor 5:
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Opportunities:
Threats:
Competitor 6:
Strengths:
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Opportunities:
Threats:
Competitor 7:
Strengths:
Weaknesses:
Opportunities:
Threats:
Competitor 8:
Strengths:
Weaknesses:
Opportunities:
Threats:
Competitor 9:
Strengths:
Weaknesses:
Opportunities:
Threats:
Competitor 10:
Strengths:
Weaknesses:
Opportunities:
Threats:
Target Market
Who is your company focused on selling to?
Other Businesses (B2B)
Who is your best customer? / Create a target market profile your your business.
Our ideal customer falls within the realm of automotive dealerships that are actively seeking to
modernize their sales and marketing strategies through digital transformation. These dealerships
typically fall within a revenue range of $5 million to $100 million, representing a broad spectrum
of the automotive retail sector in Canada, from smaller, family-owned dealerships to larger,
multi-location entities. This revenue range is indicative of dealerships that have the financial
capacity to invest in digital marketing and training services but are looking for innovative and
effective solutions to enhance their competitive edge.
In Canada, a significant portion of automotive dealerships falls within this revenue bracket,
making them ripe for adopting advanced digital marketing strategies and sales training programs.
At the lower end, $5 million in revenue suggests a dealership is established enough to have a
dedicated marketing budget but may lack the in-house expertise to effectively deploy digital
strategies. At the higher end, dealerships with up to $100 million in revenue are likely to have
more complex needs, requiring customized and scalable digital solutions to maintain and grow
their market position.
The decision-makers targeted within these organizations will vary based on the dealership’s size
and structure. In smaller dealerships, the owner or general manager is often the key decisionmaker for investments in digital strategies. In contrast, larger dealerships may have a dedicated
Chief Marketing Officer (CMO), Digital Marketing Manager, or IT Director responsible for
making such decisions.
The initial geographic focus will be on major Canadian urban centers with a high concentration
of automotive dealerships, such as Toronto, Vancouver, Montreal, Calgary, and Edmonton.
These markets are characterized by a competitive automotive landscape and a consumer base
that is increasingly inclined towards online research and purchasing, creating a demand for
dealerships to enhance their digital presence.
Our services are particularly suited for dealerships aiming to transition from traditional to digitalfirst sales and marketing approaches, emphasizing AI-driven lead generation, digital marketing
campaigns, and comprehensive sales staff training. By targeting this profile, our business aims to
fill a crucial gap in the market, providing dealerships with the tools and knowledge to thrive in
the digital age, increase sales, and improve customer satisfaction.
Keys to Success
What are the keys to success for your business in marketing?
The keys to success for our business in marketing hinge on our ability to effectively leverage
digital platforms to showcase the tangible benefits of our services to automotive dealerships.
This involves a strategic combination of content marketing that highlights our expertise and
successes, targeted social media campaigns that engage our specific audience, and search engine
optimization (SEO) to ensure our solutions are visible to those searching for digital
transformation in automotive sales. Building credibility through case studies, testimonials, and
thought leadership in industry-specific publications and forums will also be crucial. Success will
be further driven by personalizing our marketing efforts to address the unique challenges and
opportunities faced by dealerships in different market segments, thereby demonstrating our deep
understanding of their needs and how our services can drive their success.
What are the keys to success for your business in the area of operations?
In operations, our key to success lies in delivering on our promise of enhancing dealership sales
performance and digital presence through superior service execution and support. Our value
offering centers on providing customized, data-driven digital marketing strategies and
comprehensive training programs that are both innovative and practical. To fulfill this promise,
we will implement a rigorous project management framework that ensures all client projects are
delivered on time, within budget, and with measurable results. Continuous communication and
feedback loops with our clients will enable us to refine and adjust strategies in real-time,
ensuring optimal outcomes. Additionally, investing in the ongoing training and development of
our team will ensure that our expertise remains at the cutting edge of digital marketing and sales
training, directly benefiting our clients through exceptional service quality and innovative
solutions.
Customer Survey Summary
No
What have you learned from your customer survey to move your business forward?
Sales & Marketing
Pricing Strategy
What do your key competitors charge for the same or similar services/products? What will
you charge in comparison?
Competitor Pricing and Trends:
Key competitors in the digital marketing and sales training services for automotive dealerships
typically charge based on the scope and scale of services rendered. For digital marketing, a
common approach is a monthly retainer ranging from $2,000 to $10,000, depending on the
dealership’s size and campaign complexity. For sales training, contracts can vary widely but
often start at $5,000 for basic packages, reaching upwards of $20,000 for comprehensive
programs. A noticeable trend is the increasing adoption of performance-based pricing, especially
in digital marketing, where charges are aligned with the leads or sales generated.
List some of your prices in comparison to that of your competition.
Our Pricing:
We will charge approximately $3,000 per sale under Absolute Results contracts, a competitive
rate ensuring our services provide solid value and profitability for both parties. For digital
marketing and cost per lead services, our pricing will be designed to serve as an entry point for
dealerships into our ecosystem of services, with the aim of establishing long-term partnerships.
Our approach will not only stand out in dealership 20 groups but also spur word-of-mouth
recommendations due to the exceptional value and guest experiences we deliver.
Why will you charge the prices you have outlined?
Reasoning Behind Pricing:
Our pricing strategy balances delivering solid value, ensuring a great guest experience, and
maintaining profitability. This balanced scorecard approach ensures we remain competitive,
drive results for our clients, and sustain our business growth. By aligning our success with our
clients’ success, especially through performance-based pricing, we establish ourselves as true
partners to automotive dealerships.
Marketing Strategy
Marketing Strategy
What are the 3 most effective methods to reach your best customers (target market)?
Effective Methods to Reach Target Market:
In-Person Engagements: Participating in 20 groups and leveraging NCM moderators’
relationships will provide direct access to key decision-makers within dealerships.
Facebook Ads: Properly targeted Facebook advertisements offer a cost-effective way to reach a
broader audience within the automotive sector.
Retargeting Website Visitors: Implementing retargeting campaigns to engage potential clients
who have shown interest in our services by visiting our website, ensuring our brand remains topof-mind.
Marketing Activities
What are the top 3-5 marketing activities (based on your Marketing Strategy) and the
detailed implementation plan for each?
Detailed Targeting and Bid Optimization: Implementing a five-step approach for digital ads,
focusing on identifying and engaging our target demographic effectively.
Creative and Conversion-Focused Landing Pages: Developing standout creative content and
landing pages designed to convert interest into tangible leads and inquiries.
Community Engagement and Content Marketing: Regularly contributing to industry forums,
publications, and events to build brand awareness and establish thought leadership.
Marketing Objectives
What are the top 3 marketing goals have you set for the company in the next year or two?
Establish Brand Recognition: Within the next year, become recognized within the top 20 groups
and automotive forums as a leader in digital transformation for dealerships.
Achieve Lead Generation Targets: Generate a consistent stream of high-quality leads from our
targeted marketing efforts, with stretch targets to motivate ongoing optimization.
Maintain High Engagement and Conversion Rates: Ensure that our marketing activities not only
attract attention but also convert into business, focusing on high engagement and follow-up
strategies.
Positioning Statement
How do you want your product/service to be perceived?
We want our product/service to be perceived as the go-to solution for automotive dealerships
looking to innovate and thrive in the digital age. Our brand stands for innovation, value, and
partnership.
Brand Promise: DIG (Digital Innovation for Growth):
Digital Excellence: Commitment to leveraging the latest digital strategies for dealership success.
Innovative Solutions: Continuous innovation to stay ahead of automotive retail trends.
Growth Partnership: Our success is measured by the growth and success of our clients.
The Sales Process
What is the typical sales cycle from initial client contact to making a sale?
The typical sales cycle ranges from 2-4 weeks, accommodating both rapid engagements and
more complex decision-making processes. It starts with initial inquiry or contact, followed by
clarifying customer needs through discovery sessions. The sales pitch is tailored based on these
insights, leading to a proposal that outlines how our services can meet the dealership’s specific
challenges. Objections are addressed with further information and demonstrations of value,
leading to contract finalization. Follow-up is crucial, emphasizing AMAZING customer service
and engagement to not only close the sale but also build a foundation for long-term partnership.
What is the timeline for your sales cycle?
2-4 weeks
Strategic Partnerships
No
Describe these partners
While we have not yet formalized any strategic alliances, we remain open to opportunities that
can amplify our reach and complement our services. Relationships with industry insiders, such as
those at Ford Motor Company and Lincoln Canada, could serve as valuable referral sources. We
plan to actively explore partnerships that can refer business to us, enhancing our service
offerings and expanding our market presence. Our goal is to build a network of alliances that
supports mutual growth and adds value for our clients.
Operations
Legal Issues
Consider which legal & regulatory items such as licenses and contracts need to be
addressed. Select any items from the list that will apply to your business.
Intellectual property
Industry specific licenses
Contract agreements
Provide a brief explanation of how you will obtain these or any barriers you foresee.
Intellectual Property: We will seek to patent or trademark unique marketing models and digital
tools developed by our team to protect our innovations and maintain competitive advantage. This
ensures that the proprietary aspects of our digital marketing strategies and AI technologies
remain exclusive to our business.
Industry-Specific Licenses: Since our operations intersect with the automotive industry,
obtaining relevant sales licenses such as OMVIC in Ontario and AMVIC in Alberta is crucial.
These licenses will legitimize our dealings within the automotive sector and allow us to operate
legally across Canada.
Contract Agreements: Establishing solid contract agreements for partnerships, independent
contractors, especially for outsourced developers, is essential. These contracts will outline the
scope of work, expectations, and confidentiality clauses, ensuring clear and legally binding
agreements are in place to protect both our business and our collaborations.
Insurance Issues
Do you plan on purchasing any insurance? If so what type?
life liability Human Resources
Yes
How many full-time staff are you looking to hire?
1-10
How many part-time staff are you looking to hire?
0
For each staff member indicated above, list their title and role.
Position: Travel and Expense Coordinator
Role: This individual will manage all travel arrangements for employees, oversee and coordinate
the collection and processing of contract-related expenses, and ensure efficient and cost-effective
travel and expense management within the company. They play a crucial role in supporting the
operational efficiency of our team, particularly as we engage with automotive dealerships across
Canada.

Process/Production

What will your hours of operation be?
Our business will operate Monday through Friday, 8 AM to 7 PM CST, ensuring ample coverage
for client needs and coordination across time zones.
Who are your key suppliers?
-OpenAI for AI content and data analysis tools.
-MobileMonkey for chatbot and customer engagement platforms.
-Customer.ai for advanced customer data analytics and insights.
-Various digital marketing tool providers for SEO, social media management, and email
marketing platforms, ensuring a robust toolkit to support our client campaigns.
Risk Assessment

What are the potential risks associated with marketing and how do you plan on mitigating
those risks?
Potential risks include rapidly changing digital marketing trends and algorithm updates which
could impact the effectiveness of our strategies. We plan to mitigate these risks by staying
abreast of industry changes, continuous learning, and adaptation of our methods, and
diversifying our marketing approaches across multiple platforms to reduce reliance on any single
channel.

What are the potential risks in operations and how do you plan on mitigating those risks?
Risks in operations include not meeting customer expectations, late delivery of services, and
communication gaps. Mitigating these risks involves setting clear expectations from the outset,
maintaining open lines of communication with clients, implementing stringent project
management practices, and having contingency plans for service delivery to ensure timelines are
met.

At what point would you need to close down your business?
The business would consider closure if it becomes financially unsustainable to operate,
specifically if cash flow remains negative for an extended period, making it impossible to cover
operational costs, salaries, and other expenses. This scenario would likely be considered if the
business consistently fails to attract new clients or retain existing ones, leading to a prolonged
revenue shortfall.