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The automotive aftermarket for maintenance
and repair is estimated at over $150 Billion per year. However,
it is extremely fragmented, with no single provider having even
a 1% market share. The automotive aftermarket for maintenance
and repair is bigger and more fragmented than the pre-Starbucks
coffee market; however, customers typically are more unhappy
with the available choices.
The stereotype for an auto service garage typically is well
deserved:
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* Many are dishonest
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* Most are incompetent
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* Shops actually run by a decent
mechanic usually aren’t good at business or customer
relations.
The typical customer’s perspective is that: he/she:
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* Goes to the auto repair shop with
some partially undefined problem
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* Gets told by the mechanic, often
after it is too late to seek an alternative opinion, that
there is more wrong and/or a bigger problem than the
customer realized
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* Waits longer for the repairs than
he/she’s told it will take; is treated poorly, and finally
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* Leaves having paid more than
he/she expected.
And, typically, women in particular feel
threatened or at least annoyed by the attitudes of most auto
repair store staff.
Mike's Master Mechanics, Inc., a chain of
automotive maintenance and repair stores currently operating in
the Las Vegas area under the name Mike's Master Mechanics™, was
created to change all that. Its mission is “do it differently,
do it better”, to be “a mechanic you can trust”. Mike's Master
Mechanics didn’t reinvent the wheel; it just brought generally
expected service and customer relations standards to an industry
where they have rarely been applied. Competence and integrity
are at the heart of all our operations. The Company strives to
operate as social capitalists – treating everyone the way one
would hope to be treated, whether they be: customers, suppliers,
employees or franchisees.
Mike's Master Mechanics' approach is
straightforward:
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100% customer satisfaction is a must.
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The Company has changed the way
mechanics typically are paid. “We pay people for making
customers happy, and how hard they work. “We’ve removed the
economic stimulus to upsell and/or lie”. Rather than
commission-based pay and piece work labor compensation
(which encourages mechanics to offer repairs that may not be
needed), the Company offers full-time positions with regular
wages and benefits, vacation, and overtime pay.
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The Company intends to change how
franchisees are treated. Most automotive franchisors
prey upon their franchisees, leaving them scrambling to
survive. The Company’s franchisees will make money; thus,
unlocking a key to building a national, branded franchise
organization.
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The Company’s corporate culture
promotes “being nice”. Nice to each other. Nice to the
Company’s customers. Nice to the community.” Even the
Company’s policy manual notes: “we have a “no jerks allowed”
policy”.
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Master Franchise Summary |
| Minimum Net Worth |
$300,000 |
| Master Franchise Fee |
$136,000 - $345,000 |
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