Apex Petroleum Corporation Service Station Business Plan
Your Neighborhood
Gas Station Please type or print
Name
Date_______
Service station number
This document is to represent a projection of the first 12 months of station operations. Estimated earnings potential Gross profit potential This form should be an estimate of the sales and profit potential once the station is under your management. Annual Gallons cents/Margin Monthly Annual Gasoline per per profit $ profit$ Self-serve products volume month X gallon = potential potential
Apex Regular Unleaded
X
$
$________
Apex Midgrade Plus
X
$
$________
Apex Premium
X
$
$________
Apex Premier diesel
X
$
$________
Subtotal (self-serve products)
ANNUAL_________________________
PER MONTH____________________________
Total gasoline volume
ANNUAL_________________________
PER MONTH____________________________
(a) Total gas/diesel fuel sales $ $__________ ___________________________________________________________________________________
Service-related
Annual
$ Sales
Gross
Monthly
Annual
sales
per month
profit %
profit potential
profit $ potential
Product/sales
=
Motor oil
X
$
$________
Lubrication
X
$
$________
Tires
X
$
$________
Batteries
X
$
$________
Parts/accessories
X
$
$________
Labor Total sales
X
$
$________
$
$________
ANNUAL________________________
PER MONTH________________________
(b) Total service-related product/sales 1 of 18
Food Shop/pumper/ salesroom
sales
Annual per X month
$ Sales profit%=
Gross profit potential
Monthly profit potential
Cigarettes/tobacco
X
$
$________
Beer/wine
X
$
$________
Soft drinks (cans, bottles, etc.)
X
$
$________
Candy/gum
X
$
$________
Deli
X
$
$________
Snacks/chips/cookies
X
$
$________
Grocery
X
$
$________
Breads/bakery
X
$
$________
Dairy
X
$
$________
Health/beauty care
X
$
$________
Newspaper/magazines
X
$
$________
Oil/automotive
X
$
$________
Sandwiches/fast-food
X
$
$________
Fountain drinks
X
$
$________
Vending
X
$
$________
Other (Specify)
X
$
$________
Other (Specify) X $ $________ Total Sales ANNUAL____________________________ PER MONTH_____________________________ __________________________________________________________________________________ © Total Food Shop Gross Profit $ $________ __________________________________________________________________________________ Annual $ Sales Gross Monthly Annual Sales per X profit % = profit profit Carwash/other sales month potential potential Carwashes
X
$
$________
Vacuum
X
$
$________
Lottery
X
$
$________
Other (specify)
X
$
$________
$
$________
Other (specify) X Total Sales ANNUAL____________________________ __________________________(d) Total carwash/other gross profit A. Total gross profit potential (a+b+c+d) 2 of 18
PER MONTH_____________________________
$ $
$_________ $ ___
Annual
Station expenses (does not include any loans.) __________________________________________________________________________________ Monthly Annual___ Employee wages $ $________ Employee benefits $ $________ Payroll Taxes (FICA, State, Federal) $ $________ Outside labor $ $________ Advertising/promotion/merchandising $ $________ Office supplies $ $________ Rent (gross rent) $ $________ POS/Micro-Max charge $ $________ Other equipment rental $ $________ Station supplies $ $________ Laundry/uniforms ___ Buy ___ Rent $ $________ Maintenance and repair $ $________ Licenses and taxes $ $________ Station vehicle $ $________ Utilities $ $________ Phone $ $________ Professional fees (accounting/legal) $ $________ Credit card processing fees (Apex and bank cards) $ $________ Cash shortages $ $________ Bad debt $ $________ Discounts/refunds (other than credit-card fees) $ $________ Insurance (contents, liability, etc.) $ $________ Workman’s compensation $ $________ Bank charges $ $________ Environmental services $ $________ Franchise fee (If applicable) Apex C-store (10% on Gross) $ $________ Depreciation $ $________ Travel and entertainment $ $________ Personnel training $ $________ Trash removal $ $________ Other (specify) $ $________ Other (specify) $ $________ B. Total station expenses $ $________ C. Operating profit—subtract B. from A. $ $________
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Personal living expenses and profit demand worksheet
Estimated personal living expenses _________________________________________________________________________ Expenses
Monthly obligation
Home mortgage/rent $ Gas/electric/water $ Phone $ Groceries $ Car payments $ Car expenses (gasoline/maintenance) $ Car insurance $ Home insurance $ Life insurance $ Retirement/savings $ Health insurance $ Unreimbursed medical expenses $ School obligations (loans, private school expenses, etc.) $ Home maintenance $ Taxes (real estate, personal property) $ Entertainment $ Vacations $ Personal needs (clothing, gifts, etc.) $ Other (including alimony payments, current loan payments, etc.) 1. $ 2. $ 3. $ 4. $ 5. $ D. Total personal living expenses $
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Annual obligation
$__________ $__________ $__________ $__________ $__________ $__________ $ _________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________ $__________
Profit demand (net profit needed to meet monthly personal and business expenses.) Monthly Annual
Personal living expenses (D) (previous page)
$
$__________
Reserve for income tax and FICA*
$
$__________
Total loan payment
$
$__________
E. Total profit demand
$
$__________
Business note and loan payments (be specific) (This section reflects a potential loan for this station) Monthly principal
$___________
Monthly interest
$___________
*Estimate the reserve for income tax (discuss with your accountant) (See the next page for capital improvement plan)
Annual net cash flow Subtract total profit demand from net profit (page 4). C. Annual operating profit (page 4)
$ _________
D. Annual total profit demand
$__________
Annual net cash flow (+ or -)
$__________
(See the next page for capital improvement plan)
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Capital Improvement Plan (For the next 12 months) Deposited to capital improvement fund Updating equipment and modernizing your location will contribute to increased sales and gross profit. _____________________________________________________________________________________ Full-Facility equipment Monthly Annually 1.
$
$_______
2.
$
$_______
3.
$
$_______
4.
$
$_______
Food Shop equipment 1.
$
$________
2.
$
$________
3.
$
$________
4.
$
$________
1.
$
$________
2.
$
$________
3.
$
$________
4.
$
$________
1.
$
$________
2.
$
$________
3.
$
$________
4.
$
$________
Total capital improvement fund
$
$________
Car Wash
Pumper equipment
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Investment requirements Products/merchandise inventory investment requirements Note: Gasoline inventory is not required for MMP locations. Product*
Present inventory
Additional needs
Total inventory
Total value
Motor fuel (gallons)**
$_______________
Apex Regular Unleaded
$_______________
Apex Midgrade Plus
$_______________
Apex Premium
$_______________
Apex Premier diesel
$_______________
Motor oil (gallons)
$_______________
Lubricants (pounds)
$_______________
Tires (units)
$_______________
Batteries (units)
$_______________
Accessories ($)
$
$
$
$_______________
Antifreeze ($)
$
$
$
$_______________
Cigarettes ($)
$
$
$
$_______________
Beer/soft drinks ($)
$
$
$
$_______________
Fast-food products($)
$
$
$
$_______________
Remaining Food Shop
$
$
$
$_______________
1.
$
$
$
$_______________
2.
$
$
$
$_______________
Other (specify)
F. Total products/merchandise inventory
$_______________
*Some product categories may not apply to potential operation. Complete this section for applicable products only. **Fill out only if station will not be on Meter Marketing Plan (MMP); refer to Disclosure Document.
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Service-related equipment * Schedule 1 Complete Schedule 1 and include in total equipment inventory on page 11.
Equipment
Present value
Additional equipment
Total investment
Air-conditioning service
$
$
$_________________
Freon recycler
$
$
$_________________
Battery charger/testing equipment
$
$
$_________________
Electrical system testing equipment
$
$
$_________________
Lube equipment
$
$
$__________________
Brake lathe
$
$
$__________________
Other brake service equipment
$
$
$__________________
Cooling system flush/fill unit
$
$
$__________________
Service jack(s)
$
$
$__________________
Engine analyzer
$
$
$__________________
Other motor tuneup and testing equipment 1. $
$
$__________________
2.
$
$
$__________________
Tire changer
$
$
$__________________
Electronic wheel balancer
$
$
$__________________
Other tire equipment 1.
$
$
$__________________
2.
$
$
$__________________
Wheel alignment equipment
$
$
$__________________
Environmental equipment
$
$
$__________________
Other service bay tools and equipment 1. $
$
$__________________
2.
$
$
$__________________
3.
$
$
$__________________
Service vehicle(s)
$
$
$__________________
Total Service-related equipment (Schedule 1)
$
$
$__________________
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General service station equipment * Schedule 2 Complete Schedule 2 and include in total equipment inventory on page 11. Equipment
Present value
Additional equipment needs
Total investment
Carwash equipment
$
$
$_________________
Cash register
$
$
$_________________
Center gondolas and wall shelving
$
$
$_________________
Cigarette racks
$
$
$_________________
Coffee brewer
$
$
$_________________
Cooler/freezer
$
$
$_________________
Fire extinguishers
$
$
$_________________
Freight, taxes, and installation
$
$
$_________________
Hot chocolate dispenser
$
$
$_________________
Hot dog warmer
$
$
$_________________
Ice machine
$
$
$_________________
Jet spray machine
$
$
$
Micro-Max console
$
$
$_________________
Microwave oven
$
$
$_________________
Nacho dispenser
$
$
$_________________
Nozzles/swivels/hoses
$
$
$_________________
Popcorn machine
$
$
$_________________
Signage/brackets
$
$
$_________________
Slush machine
$
$
$_________________
Trash barrels
$
$
$_________________
Vacuum cleaner
$
$
$_________________
Windshield service containers
$
$
$_________________
Other fast-food equipment 1.
$
$
$_________________
2.
$
$
$_________________
3.
$
$
$_________________
(continued on the next page) 9 of 18
____________
General service station equipment (Cont’d) Equipment
Present value
Additional equipment
Total investment
Other furnishings
$
$
$________
Miscellaneous
$
$
$________
Environmental equipment Total general service station Equipment (Schedule 2)
$
$
$________ $_______________
G. Total equipment inventory (Schedule 1 plus Schedule 2)
$_______________
Summary of investment requirements Total from Line F (Products/Merchandise Inventory, Page 8)
$________
Total from Line G (Equipment Inventory, Page 11)
$________
Gasoline deposits (MMP or MRM)
$________
Utility deposits
$________
Tax deposits
$________
Other deposits
$________
Insurance premiums (specify period covered)
$________
Licenses and permits
$________
Dealer Training School (Chicago)
$________
Franchise fee (if applicable)
$________
Grand Opening
$________
Working Capital Fund*
$________
I. Total investment requirements $________ *Working Capital requirements for a new dealer should equal three times (3X) the monthly business expenses. See Total Station Expenses (B) on page 4.
Cash available for investment (from Personal Financial Statement)
$_______________
Total investment required
$_______________
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Staffing and compensation
What are your plans for the number of employees on duty at the station (excluding yourself)? Please indicate below. Staffing 1st shift
2nd shift
3rd shift
Number of employees-full time Number of employees-part time 1.Projected monthly payroll (excluding yourself) $______________________. 2.Indicate your pay scale for the various positions at your station, including incentives and commission. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 3. Describe what you have considered in setting employee pay levels. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 4. Describe your uniform policy and how you will implement it. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 5. Describe your employee benefit plan. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 6. Describe your plans for Employee Reward and Recognition. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 7.
Who will write or create your Station Policy Manual? ______________________________________
___________________________________________________________________________________________ What important areas of your business will cover in the manual? ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________
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Employee recruitment plan Describe how you plan to recruit for the following positons: Store manager ________________________________________________________________________________________ ________________________________________________________________________________________ Customer service representative (cashier) ________________________________________________________________________________________ ________________________________________________________ Technician ________________________________________________________________________________________ ________________________________________________________________________________________ Driveway customer service representative ________________________________________________________________________________________ ________________________________________________________________________________________ Training plan What are your training and development plans for personnel at your service station? What training do you plan to emphasize and who will be responsible for the training? Please be specific. Dealer ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ New employees ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Experienced employees ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Do you plan to attend/participate in Apex-sponsored training/information meetings? Yes__ No__ Please explain. ________________________________________________________________________________________ ________________________________________________________________________________________
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Merchandising/sales promotion Gasoline Identify two specific goals to increase gasoline volume and gross profit and the action steps to accomplish your goals. 1. Goal:___________________________________________________________________________________________________________________ Actions:__________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ 2. Goal:__________________________________________________________________________________________ ________________________ Action:___________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________
Food Shop (if applicable) Identify two specific goals to increase Food Shop sales and gross profit and the action steps to accomplish your goals. 1.Goal:___________________________________________________________________________________________________________________ Action:___________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ 2. Goal:___________________________________________________________________________________________________________________ Actions:__________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________
Full Facility (if applicable) Identify two specific goals to increase Full-Facility sales and gross profit and the action steps to accomplish your goals. 1. Goal:___________________________________________________________________________________________________________________ Actions:__________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ 2. Goal:___________________________________________________________________________________________________________________ Actions:__________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________
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Grand opening plan Please create a grand opening plan to get your business off to a solid start. Length of time: ________________________________________________________________________________________ Opening goals Gasoline volume____________________________________________________________________________________________________________ Non-gasoline sales__________________________________________________________________________________________________________ Other_____________________________________________________________________________________________________________________
Advertising plan and budget ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Promotion plan and budget ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Signage/POP ________________________________________________________________________________________ _______________________________________________________________________________________ ______________________________________________________________________________________ Other _______________________________________________________________________________________ ______________________________________________________________________________________
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Advertising (other than grand opening) Describe your 12-month advertising and promotion plans. Be specific in your plans. Advertising and promotion goals: 1.________________________________________________________________________________________________________________________ 2.________________________________________________________________________________________________________________________ 3.________________________________________________________________________________________________________________________ 4.________________________________________________________________________________________________________________________
Plan specifics: ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Customer Focus Describe your station policy on Quality Customer Service. Be specific in describing what you will do to provide your customers with quality products and services. ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________
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Competitor survey Gasoline 1. Rank the competitors in your trade area and list them in the key competitors column. Number 1 is the most competitive station in your area, etc. 2. Record actual or estimated gasoline volume in monthly gas volume column. 3. Write “FF” (Full Facility) or “FS/P” (Food Shop/Pumper) in the Facility Type column. 4. List the lowest cash price for all grades of gasoline in the “lowest cash price” columns. 5. Indicate whether there is a carwash at the locations and if so, what type.
Rank
Key competitor and location
Estimated monthly gas volume
Facility type
Lowest cash price Unleaded Midgrade Premium Diesel
1.
2. 3.
4.
5.
6.
7.
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Carwash Yes/No & Type
Competitor Analysis Based on your competitor survey and analysis of the market, what advantages does the prospective Apex service have vs. the competition? List specific steps you will take to effectively compete in your market and increase your business. Competitor #1 _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ Competitor #2 _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ Competitor #3 _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ Competitor #4 _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ Competitor #5 _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ Summary: _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________ _________________________________________________________________________________________________________________________
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Accountant checklist Use the following checklist to discuss your business needs with your accountant. Be prepared to discuss your accountant’s service. Check off the services your accountant provides in the spaces below. ____Familiar with retail petroleum operation and accounting systems. ____Strong background in current tax laws in order to advise, analyze, and select the most advantageous method of accounting to reduce the tax liability of the business. ____Analyzes and selects the most advantageous method of depreciation for fixed assets and takes advantage of all applicable investment tax credits. ____Requires an actual monthly physical inventory of all merchandise. ____Requires purchase and expense vouchers in addition to checkbook stubs. ____Keeps current on changes in employment laws, tax structures, and reporting requirements. ____Furnishes a monthly Profit and Loss Statement departmentalized with sales data, gross profit, and expenses. ____Furnishes gross profit percentages on all non-gasoline departments. ____Furnishes a monthly Balance Sheet that reflects assets, liabilities, and net worth or business value. ____Furnishes a monthly Cash Flow Statement that provides a detailed analysis of the business cash flow. ____Furnishes all monthly, quarterly, and annual business and personal tax liabilities. ____Payroll tax deposits ____Quarterly estimated income taxes ____Payroll taxes and W-2s ____Personal income taxes ____Sales taxes ____Partnership income taxes ____Diesel taxes ____Sub-S income taxes ____Business and self-employment taxes ____Corporation income taxes ____Analyzes key financial ratios to track the trends of the business and advises accordingly. ____Furnishes monthly business management advice and counsels on changes that assist in planning for a more profitable future. The undersigned certifies that the information contained in the Business Station Plan is true and correct. The information was gathered and completed by the undersigned. Signature________________________________________________________________________________________________________________ Date_____________________________________________________________________________________________________________________
Thank you for completing the Apex Service Station Business Plan. 18 of 18
