boydsauto

Oh by the way I forget to welcome you to the forum . WELCOME! Tell us a little more about yourself and where you are located!

Martin, TN and I have worked in a ford dealership both as a tech and parts manager, several independent shops, and retail parts management. I am not the shop owner but have the option to buy in which i am strongly considering. The shop owner has been my best friend since diapers and we have worked well together in the past. We both got our automotive educations from NADC. He is an ASE master certified machinist and holds six other ASE certifications.I was in a car accident that ended my technician career so I only have about 4 years of experience as a tech. My role at this shop is primarily a service manager and business manager. The building we are taking over is a old semi truck shop with three huge bay doors in front and back with plenty of room for a machine shop and large office. Also there is a loading dock and storage room that has enough room to stock plenty of tires and common parts. We are waiting to find out if the bank loan for the expansion is going to go through and still waiting on the building owner to decide what he wants for the building so hopefully we will be fully functional by April first. Thanks for the welcome and help xrac. I wish I had found this site sooner it is the most helpful resource Ive found.

I do not know what your overhead is but my overhead is such that if I went to a 20% parts markup I would soon be out of business. In my opinion that is too cheap. For example on dealer parts shops are usually able to buy at a 25% discount over the general public. In my mind that is a bare minimum that should be charged on any part although on most things we try to do much more. The way our shop pay is structured at 25% I am breaking even on a part. I think one of the biggest mistake that small shops and start ups make is to not charge enough. This leads to a lot of issues. The owner has to work way to many hours to be profitable. You establish a reputation for being cheap and attract a clientele that are all price shoppers. The whole pricing structure is not profitable enough to allow investment in technology, equipment, more qualified personnel, better buildings, and locations. You do not have a great enough return on your investment. We have been working on our pricing because we have just not been profitable enough.

 

As far as the $9.95 oil change it will attract a customer you may not want in the long run. While you are doing the $9.95 oil change the shop at $70 an hour will be fixing the cars of people who want their car FIXED. The $9.95 oil change customer is often the one who says just change my oil and DON'T look at anything else. How about offering something like an oil change and tire rotation for $25.95. That is the promotion I favor. It is not too cheap but it is attractive to someone who wants to take care of their tires. This is a customer more than likely to take care of the car.

thank you so much we are getting into selling tires also so the $25.95 idea is way better and i did some math and figured that 35% easily covers our lease payment based on an slow month.

I am in a small market and our only real competition is a shop that charges $70 an hour and marks up their parts an average of 100%. What is a fair percentage on parts mark-up? I was thinking 20% was fair and profitable. Also the average labor rate in the area I am in is $60 an hour so we are planning to go in at $58. We do all our head work in house with our county's only ASE master certified machinist who is also our lead tech. The shop has been in business for a year now and has reached the point where we either expand or fail. We are moving into a better location(we were out in the country and are moving in town). My main question is since we have a good reputation already how do we bring in more customers once we move? Should we hit radio ads hard or do mailers or just kind of do everything. I was kind of tossing around the Idea of a 9.95 oil change on opening day. Any ideas will be greatly appreciated.