| Included in your business plan should be section that helps you define the purpose and mission of your business. That's the best way to go about setting clear and realistic goals in regard to targeting the people who will need and want your detailing services. The mission statement for your business will become the foundation for all priorities and work assignments.
MISSION STATEMENT
Your mission statement should define the basic concept of your business. This analysis gives you a picture of your business and its specific strengths and distinctive competencies. To be valid, a mission statement should be broad enough to allow the business to grow and change. The mission statement gives the business a sense of direction.
DEFINING THE BUSINESS
Four factors to be analyzed in order to properly define a business mission are:
1– Customer groups served.
2– Customer functions served.
3– Procedures utilized.
4– Level of distribution.
A basic foundation for helping a business define it’s mission would also include:
Who is the customer?
Where is the customer?
What does the customer value?
What are the realities of the customer?
Once the business mission is thoughtfully defined, you will then be able to begin to establish meaningful objectives and set realistic goals. This entire process makes you face up to reality. It forces you to state yearly profit goals and compare those goals to forecasted profits. This process helps you to put a searchlight on markets served, such as high-end clientele without ignoring daily drivers.
You should always plan to concentrate on those segments of the market that you can serve exceedingly well. It's a good idea to always identify your own distinctive competencies and aggressively distinguish your business from rivals. Your business plan should include procedures for identifying, appraising and responding to opportunities that match your distinctive competencies.
WHO IS THE CUSTOMER?
In order to understand the direction of your business plan, you must first identify the type of person who needs your detailing services. You’ll find that well educated men and women, such as; doctors, attorneys, and business owners fall into this category. Other professional people include dentists, financial advisors, and stock brokers. You should consider making a list of the different groups of targeted professionals. These professionals will become the core of your customer base. In most cases you will find that the targeted market is usually equally divided among men and women.
WHY DOES THE CUSTOMER NEED THIS SERVICE?
Most people who get their vehicles detailed, usually do so on a regular basis, similar to having scheduled oil changes. They realize that it’s just as important to take care of maintaining the appearance of their car, as it is to take care of the mechanical parts. You will want to focus on the fact that in order to make a profit and stay in business, you will need to have customers who will get their cars detailed on a regular basis, not just every few years. The person who gets their car detailed regularly knows that if they maintain the appearance of their car now, it will be worth much more at trade-in time. This is also true when a lease vehicle is turned-in. You will want customers who will get their cars detailed on a regular basis. | 
I was just wondering if there are any key words or phrases that you guys have used or would like to see in a business plan primarilly targeting the high-end clientele (not ignoring daily drivers). thanks.
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