Investment Opportunity Information

Executive Summary

As an Express Exterior Wash company, we are focused on speed, convenience, value, and quality. Expediency and efficiency will allow for high daily volumes while our competitive pricing and unique processes will ensure repeat business and brand loyalty.

Cheetah Clean Auto Wash provides above and beyond service and consistently achieves excellence as the fastest car wash on land. The continued success of our business model will enable us to reinvest in our employees and the communities we serve. Through the delivery of a clean and shiny car, we help our customers feel incredible and give our employees a platform to continue to grow and develop.

This success has been achieved through our unique menu, proprietary sales, and prep processes and intellectual property that allow us to achieve above industry results time over time.

While the car wash industry is an attractive business venture based on the profit margins that can be achieved (average wash industry profit margins), this can be a difficult industry to enter and to maintain success in. The biggest challenges include high start-up cost, low brand penetration or little brand recognition, difficulty in attracting and retaining employees, and high levels of customer incident filings.

We have a proven track record of success in addressing the barriers to entry and the threats that challenge others in the car wash industry.

– Controlled start-up cost through equipment mix expertise and established procurement process

– Brand recognition in Bowling Green with tried and true customer and member attainment strategies

– Uniquely developed talent strategy that includes, active recruitment, bench strength, and management training as well as above industry compensation and benefits offerings

– Well-honed incidents and claims process focused on both customer satisfaction and reduced liability

We are actively seeking investment partners and franchising players as we expand:

Real Estate Equity Partners – Private investors who are interested in a direct relationship with the company and individuals they will hold real estate equity with.

Franchise Player – A current wash operator who has the ambition to be an owner. This is modeled to support. This would involve a high performing and ambitious operator becoming a Franchise Player through an initial investment and then earning increased equity over time through successfully operating one or more Cheetah Clean locations.

For additional information, please review our case studies of current holdings and franchising options.

 

Company Description

 

Business Name

Cheetah Clean Franchising

 

Mission Statement

Cheetah Clean Auto Wash provides above and beyond service and consistently achieves excellence as the fastest car wash on land. Through the delivery of a clean and shiny car, we help our customers feel incredible and give our employees a platform to continue to grow and develop.

 

Core Values

Integrity

Speed

Convenience

Continuous improvement

Above and beyond service through Employee Empowerment

 

Company Vision

Cheetah Clean Auto Wash will be a dominant force in this industry, starting our growth with a corporate strategy throughout Kentucky and Tennessee and then expanding our reach from 5 to 50 through initial corporate growth and then franchising our stores to our operators. Through investment partners we will build a coalition of Cheetah Clean’s that will outperform the current national brands.

 

Goals & Milestones

  1. Grow from 5 to 50
  2. Lead the industry in Unlimited Membership subscription attainment and retention
  3. Brand penetration in the Southern and Midwest markets with a reputation of providing the cleanest car to every customer, every time

 

Market

We are targeting initial growth in the Southern and Midwestern markets, including KY, TN, AR, MO, AL, IN, IL, OH, MI, WV, GA, NC, and SC.

 

Ownership

The parent and operating company of Cheetah Clean Auto Franchising is J Warner Ventures, Inc.

 

Intellectual Property

Patented Beast Brush

Software in Development

Trademarked Brand Name

Proprietary Wash and Service Processes

Industry Abstract

  1. Car wash industry trends

    • – There are approximately 29,500 tunnel washes in the United States and 90% of these washes are owned as a small business, leaving only 10% owned by a national, corporate brand. This means that in the automated tunnel wash space (ability to wash 50-100 cars/hr) only 3,000 washes and a handful of corporate owners have positioned themselves as competition in terms of growth and brand strategy.
    • – Industry experts not only believe there is room for consolidation, but that the national market is short of car wash locations by 20,000 washes.
    • – In the last 15 years, there has been a 69% increase in car owners using a car wash facility rather than wash themselves and there are an estimated 8 million vehicles washed at car washes daily.
    • – Financial institutions and investors have taken note of the upside of this business, particularly the high-profit margins and that it is e-commerce resistant.
    • – The development of a subscription model through monthly membership has greatly reduced the wild swings of revenue that once impacted the industry and those that can master membership sales, engagement and retention will come out on top in terms of profitability and longevity.
    • – Consumer trends: Increasingly, car wash customers are as focused on quality and value as they are speed of service. There is a trend toward convenience and speed through RFID readers, the membership perk of a “fast pass” in which staff interaction is minimized and entrance and wash selection is automated. Free vacuums and detail tools at the end of the tunnel allow customers to complete interior cleaning as needed without impeding the opportunity to go in and out quickly if desired.
  2. Barriers to entry

    • – High startup costs
    • – Brand recognition in a dispersed market industry
    • – Employee acquisition and retention
    • – Specialized technology, chemical, and equipment maintenance expertise

Marketing Plan

1. Service features and benefits

An Express Exterior Wash model is focused on speed, convenience, value, and quality. Expediency and efficiency will allow for high daily volumes while our competitive pricing and unique processes will ensure repeat business and brand loyalty.

  • – Proprietary sales, service and staffing models
  • – Unlimited Wash Club membership with fast pass RFID’s
  • – Cheetah Clean’s Extreme Treatment menu is unique to our brand and allows our customer the ability to design their wash
  • – Patented prep process and tools to deliver a clean, shiny car every time.
  • – Increased throughput through dual POS stations and a Belt Conveyor System
After Sale services:
  •  – Lot attendant service check-ins
  •  – Clean wheel guarantee
  • – Clean car guarantee
  • – Free Vacuums
  • – All-inclusive post wash tools and amenities • Member “refer a friend” bonus prize – Free vacuums

2. Target customer

Our key target market is a mixed financial demographic from low to high income. It is ideal to have a mix of membership or loyal destination customers and impulse or convenience visitors we can continue to work to convert to our membership program.

Additional Fleet/Group Sales Targets:
  • – Car Dealerships
  • – First Responders
  • – Large company benefit partnerships
  • – Teachers
  • – Family Plan Discounts
  • – University Students

3. How we will market our service

The Cheetah Clean brand aesthetic is clean and sleek. The use of primary colors and clear and direct language showcase an alignment with our dedication to quality, speed and transparency. The style of our marketing outreach, advertising and customer engagement is concise, impactful and current with a dose of humor and lightheartedness.

The appearance of our facilities and team will be inviting and convey a sense of comfort. A clean and inviting lot and tunnel, with tucked in, friendly and welcoming staff will project a consistent image across all locations that will set us apart.

Our in-house marketing team will develop a strategic opening promotion plan as well as ongoing and customized digital outreach and customer engagement programs.

Opening Promotions:
  • – Soft Opening
  • – Grand Opening
  • – Advertising on radio, social media, and direct mailings
Marketing Platforms and Programs:
  • – CheetahClean.com
  • – Strategic social media campaigns across Facebook, Instagram, Twitter, LinkedIn, Snap Chat and partner blogs
  • – Email and text marketing campaigns to Unlimited and text club members
  • – E-commerce and collateral such as gift cards, apparel, and accessories promoting our brand
  • – Brochures and print materials
  • – Member referral promotions and campaigns
  • – Philanthropy and community fundraising partnership

4. Pricing

Our pricing strategy is based on the perceived value we have established through our brand and reflects our position as the market leader in quality and customer service. Our base price single wash is higher than a typical base wash offered by our competitors. We believe this is necessary to achieve the quality of wash our customers expect from us.

Service Pricing

Gazelle – $10, Impala – $15, King Extreme – $20
Add-ons or upgrades are available as customers design their wash

Monthly Unlimited Membership:
Gazelle – $19.95, Impala – $29.95 King Extreme $39.95
A la carte upgrades are available for Gazelle and Impala plans

Operational Plan

1. Production

Cheetah Clean Auto Wash meticulously focuses on service and quality. This is achieved through best in the industry equipment, chemical mix, procedures and facility layout and usability.
Unlimited Wash Club members will have a barcode on their windshield that communicates directly with our pay stations showing our Service Advisors and Tunnel Operators who they are and the wash they expect. This is a “transaction free” experience taking 5 minutes or less before they proceed to their wash. Single wash customers will be a focus of our Service Advisors and will be guided through wash options and educated about our Unlimited Membership Plans.

Our service mix is delivered through key stations around the lot:
  •  – Customer Service Advisors are stationed at the pay terminals
  •  – Our tunnel entrance is staffed with a minimum of 2 Tunnel Operators to perform our proprietary prep process.
  •  – During peak times a crew member will be assigned to lot attendance and wash after service follow-up
Key tools and products used in production:
  • – Beast Brush
  • – All-purpose pre-treatment chemical
  • – Bug removal chemical
  • – Rocker panel cleaning process
  • – Extreme treatment menus and delivery procedures

2. Personnel

The bulk of our field teams are hourly employees who are crew members, responsible for delivering a quality wash experience to every customer. It is key they are high energy, customer focused and enjoy working outdoors with the public. The wash on Three Springs Rd will be staffed with:

  •  – Site Manager (1): Responsible for the daily operations of the site.
  •  – Assistant Manager (1): Team leader who is the second in command at the site.
  •  – Supervisor (2): Keyed Crew Member who performs opening and closing duties and/or area oversight.
  •  – Manager Trainee (TBD): Crew Member who is being groomed for future leadership opportunities.
  •  – Crew Members (5-7): These individuals rotate between tunnel operation and customer service.

Leadership

Jeff W. Fields, CEO, and Founder

Jeff was born and raised in Bowling Green Kentucky, attended Western Kentucky University and College of Charleston studying Business Management. Jeff’s Father, Geoff Fields has built over 100 car washes nationally.

With 20+ years of personal experience in the car wash industry and a family legacy in wash development, equipment fabrication and operations, Jeff Fields is a wash industry expert. From the ground up development, to wash turn- around, marketing and franchising his brand, he is obsessed with quality, innovation, and speed of service and passionate about sharing what he has learned to help others find success.

Advisors:

Devon Underwood, Talent Acquisition and Franchising Strategist

Core Competencies:
  • Development of Employment Brands Who Attract and Retain Top Talent
  • Knowledge of Innovations in Tech and Software Support
  • Talent Acquisition, Growth Strategy and Organizational Development

Industry Knowledge and an Extensive Network

Devon has provided Executive Search, Recruiting, Talent Acquisition and Employment Brand consulting for clients in 40+ states for the last 15 years. She has built, trained and developed recruitment teams and led the business development process of successful national firms. She has also worked internally with growing companies in the development of employment brands, talent strategy and the people process around acquisition, including work within the car wash industry.

 

Brad Osoba, Business Development Consultant

Core Competencies:
  • Business Development, Marketing and Sales strategies
  • Development of Strategic Partnerships
  • Investor and Capital network outreach

Brad is a business development consultant who has executed capital growth and marketing strategies within

the customer service and hospitality industries. Specializing in developing franchise models, brand

development and sales, he has created over a million dollars in combined revenue for the firms he has worked

with.

Investment Partners and Franchisee Criteria

We are actively seeking investment, concept management and financing partners for our current and future locations:

Investment partners in the real estate and asset holdings.

These are private investors who are interested in a direct relationship with the company and individuals they will hold real estate equity with. With their capital investment, they can play a key role in growing the business as well as nurturing a talented managing partner in becoming a business owner while earning an excellent return on investment.
There is flexibility in how equity is structured and opportunity to set a buy-out goal of 7-10 years depending and the investors’ timeline of return.

 

A Cheetah Clean Franchise Player.

This is a current wash operator that has the ambition to be an owner. This would involve an initial investment and then earning increased equity over time through successfully operating a Cheetah Clean location. A qualified Franchise Player will have previous success as a hands-on wash operator, have 150K as an initial investment and be willing to spend 90 days learning the ins and outs of Cheetah Clean’s proprietary processes.

Traditional Financing

Banking and lending institutions who understand the unique opportunity in the car wash industry and want to align their funding with a tried and true brand that has a track record of profitability.

Crowdfunding Participation

We will be offering the opportunity for grassroots investment soon. Offerings will include funding participation in the operations company, training, and consulting support companies as well as investment in the success of the Franchise Player.

For more information or details about how you can get involved in Cheetah Clean’s growth, contact:

Franchising@cheetahclean.com or visit our website at https://cheetahclean.com/investing/

For more direct discussions about the investment opportunity, contact:

Brad Osoba, Capital and Equity Development Advisor at Brad@cheetahclean.com

Devon Underwood, Talent and Franchising Development Advisor at Devon@cheetahclean.com

 

Jeff Fields, CEO and Founder at jfields@cheetahclean.com

 

For additional information, please review our case studies of current holdings and franchising options.

 

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