The Ecowash Mobile franchise directors Jim Cornish and Stewart Nicholls, both former race and rally drivers, believe the market is ready for their type of waterless car washing.
Continuing dry conditions, combined with water restrictions, are making it increasingly difficult for car-loving Australians to keep their cars clean. Water authorities in most states are banning car washing using a hose, as well as restricting car dealers’ washing operations, while most residents find the traditional bucket and sponge method time-consuming and impractical, according to the mobile franchise.
“The new trend in franchising is toward sustainable lifestyle options and we’ve tapped into this trend with our waterless and eco-friendly service,” Cornish says. “By developing a service delivery system and business model to maximise accessibility, we have captured the time-poor, office-bound section of the market that is currently unable to access traditional car washing methods.”
Cornish and Nicholls researched other automotive franchise businesses, including fixed sites, and also checked out other waterless products that were sold through retail and that target the do-it-yourself market.
“The industry is highly fragmented and we thought we could do better by offering a service. We came up with the idea of taking the car wash to the client, made possible by the fact that we don’t use water and are completely mobile. What really sold us on the idea was that we were essentially the first to market
and no one had the same strategy,” Nicholls says. Both owners established the mobile car detailing business in March 2004, then began work on a franchising model.
“No one has really made a mobile car detailing business work efficiently or truly used the leverage of a strong brand, corporate image and service delivery system – all ideally suited to the creation of a franchise system. We found conclusively that we had a viable concept and were on track,” Nicholls says.
Cornish and Nicholls were very clear on what they wanted to achieve and where they wanted to take the company. They ran the first operational territory themselves, using that experience to refine procedures and the business model. The first franchise was on the road in September 2004.
“The model was pretty much up to speed and we only had to make a few minor adjustments in preparation for franchising. We have a single brand and consistent image,” Cornish explains. “At our current rate of expansion there are two new Ecowash Mobile units on the road every month.”
He believes offering a waterless service opens doors to opportunities that simply would not be there if the operation were water reliant.
“Our franchisees have a strong support system, an effective brand and the accessibility of a complete ‘business in a car’. Our branding is very strong. People recognise the bright orange cars and the uniforms all our franchisees wear. We work hard to present a professional image. Our cleaning products are exclusive to the business and are biodegradable, making them eco-friendly,” Cornish says.
New franchisees receive two weeks of intensive training along with a comprehensive operations manual and once on board have access to continued business contact, regular counselling meetings, field visits and national marketing. The company’s regular newsletter – Ecowrap – provides updates on the industry and other related topics.
According to Cornish, an Ecowash Mobile franchisee can operate their own territory and expand to a fleet of units. The group currently has 13 franchises in Sydney, Melbourne and Brisbane, with 18 mobile units on the road.
Both owners bring complementary backgrounds to the company.
Stewart Nicholls has had extensive experience as a qualified motor mechanic and managing his own business as well as working at a dealership.
“It has helped my understand not only the opportunities but also the market we work in. My experience as chairman of the NSW Rally Advisory Panel has helped me to coordinate and quote big events for companies like Hyundai, Octagon, Holden and Saab, and that is why my role is operations director,” he says.
Cornish has a background in sales and marketing, having held several senior corporate marketing positions with companies such as Nestle Purina, where he was managing director for Asia, Africa and Oceania. He also achieved a MBA, giving him a broad understanding of business management and marketing strategy for his role as managing director.
“I was acutely aware of the inefficiencies associated with large corporations, which is something we are determined to avoid. My academic background made it easy for me to research and set up our franchising system. We have written everything and it has given us an intimate understanding of all aspects of our business model,” Cornish says.
The company was recently chosen to look after the launch of the new Hyundai Sonata and is used by Lamborghini and Mercedes-Benz dealerships to keep cars in showroom condition. Ecowash Mobile detailing uses an innovative technique to provide a two-in-one wash and polish. As well as not using water, the product range is biodegradable, making it completely eco-friendly.
The Ecowash Mobile approach uses an exclusive product range that includes a polymer compound. The compound is sprayed onto the car exterior and encapsulates surface dirt that is then removed with a soft cloth, leaving behind a protective coating to guard against the elements and harmful effects of wear and tear.
A variety of services is on offer, from a basic waterless wash and polish right through to a full detail, called Extreme Ecowash, to suit individual car owners, car dealers, smash repairers and corporate fleets.
22-May-2006