Part 1: Understanding the Writing Task - The Product

Introduction
For my final paper I have decided that I would make a business plan, which is a formal statement
of a set of business goals and how and why they seemed to be attainable. It also contains background
information about the organization or team attempting to reach those goals. For the introduction to
my business plan, I needed to put my business tittle on top in bold Guillermos and Sons
Automotive Repair Shop, followed by with a quote a underneath it saying We put our heart and
soul in what we do in helping me stand out from any competitors in the automotive repair market
and making my business look like an honest and reliable company with integrity in mind in helping
to attract any potential lenders, investors and partners.
The quote will also help in trying to get rid of the stigma that all repair shops are sketchy and do
shady business to everyone who doesnt know anything about cars or their vehicles. In the center I
inserted a picture of technician working on a car followed by my name and my contact information
for any potential investors or partners who would like to get a hold of me and are in need or request
further information about my business. This business plan will help me to keep motivated and it will
serve as a reminder that anything is possible as long as I put all my hard work and effort into
achieving my dream of becoming an Automotive Master Technician and Business Owner. With
dedication and determination anything is possible.
Writer(s)
The writer(s) for any business plan would be anyone who is determined to have their own
small business and try to grow and branch out into becoming a national or an international
corporation. The writer(s) especially in my own business plan will be my father Guillermo
Velasquez Senior and I because we both decided to build an automotive repair business of our
own. Partners who agree to open a business need to incorporate ideas from both sides so that
each person can get a say in how things run; it is necessary and essential to give credit where
credit is due by showing respect for all parties who are involved and avoiding any legal issues.
Readers
The readers for any business plan can vary, for example: mangers, employees, board of directors,
lenders, partners, investors and so much more. My business plan will be more persuasive in order to
attract banks, lenders, potential investors and partners who help me grow and develop into branching
out all over the country or the world. The primary audience will be the banks, their lenders and any
potential investors and partners, as I will be seeking their assistance to help fund my business. At the
start of the business, my father and I will be the sole investors and in the event that our capital is not
enough, I will use my targeted audience to seek for financial help to sustain, develop and grow my
company. The audience will be asked if they are willing do business with us through funding,
partnering or even lending for the time being. They would most likely read my business plan during
a presentation. I will request a moment of their time in safe, secure and secluded office area and I
will present all my legal documents, while trying to avoid any potential scammers, thieves and
competitors trying to steal or leak my business plan information.
Context
The setting or the context for this business plan would take place in a professional
environment. I would meet any potential investors, partners and lenders in a safe, secure and
secluded area such as a banks private office, my own business office or even in an enclosed
confined room where I can control situation, allowing me to disclose all my private legal documents.
Using a safe and secluded room will help to prevent any outside parties overhearing our discussion.
The reason behind the secrecy is to keep my business proposal safe from anyone trying to steal my
plans and ideas and implement them on their own.
Purpose(s)
The main reasons why any future business owner should have a business plan is to get their
thought and ideas organized and doing them in order will ensure a successful business. Keeping
organize will ensure that I will not skip any important step that could possibly jeopardize my
business, by causing a huge set back or delaying the progression of my company. After my business
plan is made, I will keep referring back to it on a daily basis to help as a reminder of the reason for
starting my business. My business plan will ensure that my companys goals will be met and
reached. It will help to draw out a mental picture of all our goals, ideas and reasons we thought out
to be attainable. Finally, it will help to prepare for the future by outlining our goals and the process
in which we will reach them.
Rhetorical Conventions
For my business Plan I tried to be as professional as I can by having my cover page show the
name of my future business at the top, followed by a picture in the middle, in order to try to paint a
mental picture for the reader. At the bottom of the of my cover page I needed to placed my contact
information for any potential investors and partners, who would like to get a hold of me and or
request further information about my business.
To protect myself and my future business I need the reader to sign a confidentially agreement
agreeing to my terms and conditions that they will not disclose any type of information to any third
party or anyone else without permission and written consent of my father and I. After the reader has
signed and agreed to our terms and conditions, they will have full access to read our business plan, if
by any chance the reader does not have the time to read the entire business plan, I provided them
with a table of contents so they can quickly get an overview of the documents. Having the table of
content will also make my business plan look well organized and professional like any other
business proposals out there.
For the body of my business plan I needed to make each topic stand out from each other,
which is why I made every title in bold lettering followed by the description of the topic its self.
All throughout the paper, I tried using logos in order to give it a high quality business look, by
showing the readers that I know exactly what I am talking about. Also, keeping the proposal
very professional by having it free of any grammatical errors. I used ethos by showing how I
wanted to write or (speak) about my business through my ideas, plans and so forth also trying to
paint a mental picture for the reader, so that they can fully understand and grasp what I want to
accomplish and what I want them to understand. I used some pathos in my paper but not as must
as ethos and logos because it is not necessary nor is it professional to use a lot of pathos in a
business plan. I just used the necessary amount of pathos by showing that I am passionate in
trying to start my own company with my business plan, while reminding myself not to overdo it,
which will cause me to lose my creditability and my professionalism when trying to persuade
potential partners and investors who would like to do business with me.








Part 2: understanding the Writing Task- The Process
I started off by resorting to the internet in just trying to understand what an actual
business plan was and why is it such a significant thing to have and own for any potential
business owner. After I figured out what a business plan was all about, I began doing research in
what actually goes into a business plan such as what were the essentials and must haves in order
for the business plan to actually work. I again resorted to the internet to gather all this
information and also did interviews with my father Guillermo Velasquez Senior and Jose Luiz
since they both have years of experience in the automotive field on how to start one up, running
it and how to make a business plan. When I finally gathered all the information that I needed, I
began to peace everything together and bring my own personal business plan to life.
When I finally gathered all the information on how
"Business Plan SampleAuto Repair | Winneshiek County Development, Inc. - Welcome to
Decorah, Iowa: Where Good Living Is Good for Business."Business Plan SampleAuto
Repair | Winneshiek County Development, Inc. - Welcome to Decorah, Iowa: Where
Good Living Is Good for Business. N.p., n.d. Web. 21 Apr. 2014.

"How to Start a Car Repair Business." WikiHow. N.p., n.d. Web. 21 Apr. 2014.

"How to Write a Business Plan." WikiHow. N.p., n.d. Web. 20 Apr. 2014.

Velasquez, Guillermo, and Jose Luiz. "Automotive Repair Shop." Interview by Guillermo E. Velasquez.
n.d.: n. pag. Print.

"What Is the Overall Purpose of a Business Plan?" Business & Entrepreneurship. N.p., n.d. Web.
21 Apr. 2014.

"Who Reads Business Plans?" Small Business. N.p., n.d. Web. 21 Apr. 2014.

"Writing a Business Plan Made Easier." Small Business BC. N.p., n.d. Web. 21 Apr. 2014.


Guillermo and Sons Automotive Repair Shop
We put our heart and soul in what we do





April 13, 2014

Guillermo Velasquez
West Valley City Utah, 84120
Cell Phone: (801) -755-7617





Table of Contents
Confidentially Agreement ...................................................................................................... 8
Executive Summary ............................................................................................................... 9
The Concept .......................................................................................................................... 9
The Management Team ......................................................................................................... 9
Mission ................................................................................................................................. 9
Keys to Success .................................................................................................................... 10
Company Summary ............................................................................................................. 10
Company Ownership ........................................................................................................... 10
Company History ................................................................................................................. 10
Table: Start-up .................................................................................................................... 11
Product/Service Description ................................................................................................ 11
Market Analysis ................................................................................................................... 11
Market Segmentation .......................................................................................................... 11
Target Market Segment Strategy ......................................................................................... 12
Market needs ...................................................................................................................... 12
Strategy and Implementation .............................................................................................. 12
Competitive Edge ................................................................................................................ 12
Sales Strategy ...................................................................................................................... 12
Management Summary ....................................................................................................... 13
Personal Plan ...................................................................................................................... 13







Confidentially Agreement

The undersigned reader acknowledges that the information provided by ______________in this
business plan is confidential; therefore, reader agrees not to disclose it without the express
written permission of ______________.
It is acknowledged by reader that information to be furnished in this business plan is in all
respects confidential in nature, other than information which is in the public domain through
other means and that any disclosure or use of same by reader, may cause serious harm or damage
to ________________.
Upon request, this document is to be immediately returned to _________________.
_______________________
Signature
_______________________
Name (typed or printed)
_______________________
Date
This is a business plan. It does not imply an offering of securities.










Executive Summary
Guillermo and Sons Automotive Repair (GSAR) is a start-up organization that offers a
complete domestic and foreign car repair service. GSAR will service in Draper, UT market with
one convenient location to start off. GSAR will grow into a business of $ 5million in sales by
year 10 years.
The Concept
The automotive repair market has a lot of competition; however, we will stand out by offering a
hassle-free repair service with honesty and integrity as our motto. Not only will our service
provide for a wide range of customers from all types of makes and models with a one hundred
percent satisfaction guarantee. But if you ever feel that our service did not meet or exceed your
needs, please feel free to bring you vehicle back for re-service free of charge.
GSAR will attract and maintain a loyal customer base relationship through our customer-oriented
focus on our business. All of our employees are master technicians who are trained in helping
and being responsible for providing superior service, and develop a long lasting relationship with
our customers and their vehicles. This is very important to us, especially in the automotive repair
industry were trust and honesty is key in having a successful business.
The Management Team
GSAR has a strong management team that will help our start up business to grow and develop
into becoming a worldwide commercial business. GSAR has four partners Guillermo E.
Velasquez, (I) Guillermo Velasquez Senior, Fernando Hernandez and Gabriel Santos. I will be
the CEO and lead Master Technician followed by my father Guillermo Velasquez as Vice
President and General manger overviewing everything that happens in the shop. Fernando
Hernandez will be in charge of accounting and billing. Gabriel Santos will be in the shop
repairing vehicles either on his own and or with the help of another fellow technician depending
on the job. Each employee brings unique extensive amounts of skills into this industry and
business.
Mission
Guillermo and Sons Automotive Repair aims to offer high-quality auto repair to any type of
vehicle weather it may be a Classic, Modern and high-end vehicles. We believe that a persons
vehicle is a part of who they are. Our mission is to provide fast, fun and friendly quality service
in either to restoring, repairing, and modifying their vehicle and meeting and exceeding our
customers expectations with a one hundred percent satisfaction guarantee. We put our heart and
soul in what we do, it is passion that is passed on from generation to generation and for many
more to come.
Keys to Success
GSARs keys to success will include:
1. Fast, Fun and Friendly service
2. Complete trust and honesty in what we do
3. Meet and exceed customers expectations
4. Grow and maintain the business
5. Providing one hundred percent satisfaction, by putting our heart and soul in each vehicle
6. Stay up to date with new techniques, tools, standards and requirements.
Company Summary
Guillermo and Sons Automotive Repair is a new start-up business managed by father and son.
The economic growth in the past several years has resulted in an increase in disposable income.
Many men and woman have chosen to spend their extra earnings into modifying, alerting,
restoring or repairing their vehicles. As a result, there has been a need and a demand for reliable
and convenient automotive service in recent years.
Company Ownership
GSAR is Utah based company privately owned by Guillermo E. Velasquez and Guillermo
Velasquez Senior. To attract additional financing, my father and I may consider taking GSAR to
the public several years down the road.
Company History
My father and I as owners will invest $50,000 each for a total of $100,000. The remainder is that
this is a startup business, and if we end up needing to take out a small business loan then we will
do so when we reach to that point in time. The following chart below will show the projected
initial start-up cost for GSAR.






Table: Start-up
Start-up
Tools $40,000
Rent (electricity, water, utilities etc) $24,000
Automotive Business Permit and License $500
Parts, Accessories, etc $15,000
Emergency Expenses $20,000
Total investment $100,000
Product/Service Description
GSAR business will work on all makes and models of cars varying in domestic and foreign
vehicles. With reasonable location we will have the ideal business in servicing our guest at a fast
fun and friendly manner. We like to stand out from our competitors by striving to provide our
customers with honest and accurate information in quoting costs, estimated time in repair and
completions time. We put our heart and soul in what we do every day to deliver a promise to our
customers by helping build a strong customer and business relationship, based on our trust and
integrity in what we do.
Market Analysis
Our strategy to get the word out about our business is by word of mouth and mainly by the
loyalty of our customers and returning customers who recommend our services to other people
they know and are in need of our assistance. We will also use the commercial market in our
favor by using advertisement such as billboards, webpages, ads, and even TV commercials, but
most of all we will use the location we chosen to drive high heavy traffic flow to our business
being near the freeway so that people may see us coming to and from work on the daily basis.
Market Segmentation
GSAR focuses on the middle and upper income individuals in the market. This type of
individuals looks for high quality and rapid service with as much convenience as possible. Most
individuals in this type of market segment are more than willing to pay top dollar within a fair
pricing range for their vehicle repair service, by avoiding the common inconveniences and
hassles of having their vehicles tied up in the repair shop form several days to weeks.
With local residents and regular customer base GSAR will establish a huge significant customer
base. This will help to establish and build a strong healthy, consistent revenue base to ensure our
stability of our business.
In case of emergency we will offer an emergency towing and freeway traffic assistance. Insuring
a helping hand to our community and customers that cannot come to our business we will bring
our business them and try to assist them in the best way we can and know how. This will also
help make revenue by making it a convenience for those who truly are in need of aid while
simultaneously help spread the word about our business.
Target Market Segment Strategy
GSAR will mostly focus on the middle class and upper middle class as our targeted audiences in
order to establish a reputable image that will help us stand out from our competitors, by offering
convenient, and excellent automotive repair services, with customer service excellence.
Market needs
Being in between high level of commuting traffic, and close to tourism traffic on local streets
and highways will bring a constant demand for auto repair services. Convenience is a must for
most of the middle and upper class, so that they get on with their lives as soon as possible rather
than waiting on delays.
Strategy and Implementation
GSAR will succeed by offering our customers high quality, rapid and convenient automotive
repair with a one hundred percent satisfaction meeting and exceeding our customers needs in
making them not just one of our regular customers but a part of our family who they can depend
on in times of need in automotive repair.
Competitive Edge
GSAR has a high standard, degree and competitive edge by staying up to date with all the new
technology advances in maximizing the services for every make and model of vehicles.
Sales Strategy
GSAR will focus our sales strategy on reaching out our targeted consumers in the upper and
middle class segments; this will further strengthen our sales and quota to turn a profit each time.
Not only will this help our business but as well as our customers by making strong relationships,
making them want to come back to us and spread the word about our honest, reliable and
convenient service to their friends, family, neighbors and many more.
Management Summary
My father Guillermo Velasquez Senior will be the general manager overviewing sales, marketing
and management with 35 years of experience. I will be in charge of my technician team and the
overall all CEO duties to develop and grow our company through America. Fernando Hernandez
will be in charge of accounting and billing. Gabriel Santos will be in the shop repairing vehicles
either on his own and or with the help of other technicians when needed depending on the type of
job he is doing on a vehicle.
Personal Plan
We would like to expand and be the next big business to hit American and all over the world,
where people would like to come into, invest and be a part of in the next 10 years.















Part 4: Producing the Writing- The Process
Introduction
For my introduction to my business plan or my cover paper I decided to put the tittle of
my future business in higher margins so it the first thing the reader(s) will see Guillermos and
Sons Automotive Repair Shop. Underneath it I put a quote We put our heart and soul in what
we do because I thought it was essential to have in helping me stand out from my competitors in
the automotive repair market and because my business is based around honesty, being reliable
and having integrity in what do. I also thought it will help in trying to get rid of the stigma that
all repair shops are sketchy and do shady business to everyone who doesnt know anything about
cars or their vehicles. In the center I put in the picture of technician working on a car followed by
my name and my contact information for any potential investors or partners who would like to
get a hold of me and are in need or request further information about my business.
Writer(s)
The writers would be my father Guillermo Velasquez Senior and I because we both
deiced to start a business of our own together by being founder and co-founder. Since we will
both invest our shares in making this company it would only be fair that both my father and I
write the business plan together. For partners who both agree to open a business, the business
plan and the actual business needs to incorporate ideas from both sides so that each one can get a
say in how things will work out, after all we are partners for a reason. I demonstrate this by
listing the title as Company Ownership by stating GSAR is incorporated in the state of Utah.
It is privately owned by Guillermo E. Velasquez (I) and Guillermo Velasquez Senior (my father).
To attract additional financing, my father and I may consider to take GSAR to the public several
years down the road. It is also mentioned in the next section titled Company History were I
state that My father and I as owners will both invest $50,000 each for a total of $100, 00
followed by a chart showing how both of our halfs will go into contributing and investing in our
business, it is necessary and essential to give credit where credit is due, by showing respect for
all parties who are involved and to avoid any legal issues.
Reader(s)
The readers for any business plan can vary; customers, mangers, employees, board of
directors, leaders, partners, investors and so much more. For that reason alone I needed to make
this business plan to look as professional as it can be. I wrote it in way to be convenient for any
reader to read and in case they do not have the time, I provide them with a table of contents so
that they can quickly get and overview and glance and the topics they want to read instead of the
whole proposal its self.
Before anyone actually begin to read my business plan the reader must agree to the terms
and conditions by first signing the confidentially agreement which states that The
undersigned reader acknowledges that the information provided by Guillermo Velasquez (I) in
this business plan is confidential; therefore, the reader agrees not to disclose it without the
express and written permission of Guillermo Velasquez (I) It is acknowledged by reader that
information to be furnished in this business plan is in all respects confidential in nature, other
than information which is in the public domain through other means and that any disclosure or
use of same by reader, may cause serious harm or damage to Guillermo and Sons Automotive
Repair.
Once the reader has signed consent they will have full access to read our business plan in
which ever order they please, they could start of from Executive summary followed by the
Concept and end it with our Personal Plan. Once the reader is done reading our proposal,
they must upon my request, return the document immediately to myself or my father after they
are done which is sated in our confidentially agreement.
Context
The setting or the context for this business plan would be in a business type of setting
between future and ongoing business partner, mangers, employees, board of directors, leaders,
investors even a bank and their lenders, in requesting for their assistance in providing our
business funds so that we may grow and develop into branching out and becoming the next big
business and cooperation. Keep in mind that this is a startup automotive repair shop and my
business plan will not have certain things that preexisting repair shops will have. Thus my
business plan will be more of a persuasive one by trying to get aid from either funding by banks,
lenders, potential investors and partners, or trying to grow and develop into branching out all
over the world.
It is also in an economic standpoint in which I provide a means of service to the economy
in return asking them to keep returning to our company so that I may have a business of my own,
in other words it is providing a service in exchange for goods and vice versa. Finally, it is my
overall idea that I plan to succeed by owning and running my own business, I show those in
the sections titled Keys to Success and Company History and Ownership where I list all the
ideas that will help me achieve my goals and dreams of being a successful business owner, at the
same time showing that my father and I will be founders by showing how much time, sweat,
tears and money we have investing in starting up our company.
Purpose
The main reasons why I wrote this business plan is to have all my thoughts and ideas
organized in a way where I can accomplish one after the other in an orderly fashion, ensuring
myself to be a successful business owner. I can also stop and refer to back to it, in order to stay
on track with the goals I want to accomplish. This will help paint a mental picture of my goals,
steps, reasons, and why they are attainable for me to reach and it will serve as a reminder of the
purpose and means of the operation.
It will even help me prepare for the future by outlining all my goals and how I will reach
them. I show all of this in the section titled Keys to Success where I list all the strategies I
thought out to help me become successful, It is even in the section labeled Mission were I
strongly believe in offering high-quality auto repair to any type of vehicle weather it may be a
Classic, Modern and High end vehicles to even in the Table Start Up were I show how much
my father and I are planning to invest into getting our business up and running.
For the purpose of an economic stand point I used the following: Market Analysis
where I state that I plan to get our business known by word of mouth and by the loyalty of our
customers and returning customers who recommend our services to other people they know and
in need of our as assistance, Sales Strategy where I plan to focus on our targeted consumers in
the upper and middle class segments; this will further strengthen our sales and quota to turn a
profit each time. While in Strategy & Implantation and Competitive Edge will be shown
when I address that my Company GSAR (for short) will succeed by offering our customers high
quality, rapid and convenient automotive repair with a one hundred percent satisfaction meeting
and exceeding our customers needs in making them not just one of our regular customers but a
part of our family who they can depend on in times of need in automotive repair, while
simultaneously staying up to date with all the new technology advances in maximizing the
services for every make and models of vehicles.
Need I remind you that for my own personal business plan is more of how I will start and
succeed in running a company of my own, were as preexisting automotive repairs shops will not
only have this part but more of a way to attract any potential investors and or patterns that would
like to do business in helping them branch out either across the country or cross the world, since
they have been existing for quite some and having more experience than I would.
Rhetorical Conventions
For my business Plan, I tried to be as professional as I can, by having my cover page show the
name of my future business at the top followed by a picture in the middle, trying to paint a mental
picture for the reader. At the bottom of the of my cover page I needed to placed my contact
information for any potential investors and partners.
To protect myself and my future business I need the reader to sign a confidentially
agreement in agreeing to my terms and conditions that they will not disclose any type of information
to a third party or anyone else without permission and written consent of my father and I. After the
reader has signed and agreed to our terms and conditions, they will have fully access to read our
business plan, if by any chance the reader does not have the time to read the entire business plan, I
provided them with a table of contents so they can quickly get an overview how I plan to run my
business. Having the table of content will make my business plan look well organized and
professional like any other business proposals that are out there.
For the body of my business plan I needed to make each topic stand out from each other,
which is why I made every title in bold lettering followed by the description of the topic its self. In
the overall paper its self I tried using logos in trying to give it a high quality business look, in
showing the readers that I know exactly what I am talking about, while trying to keep it professional
by having it free of any grammatical errors. I used ethos in showing how I wanted to write or (speak)
about my business through my ideas, plans and so forth in trying to paint a mental picture for the
reader, so that they can fully understand and grasp what I want to accomplish and what I want them
to understand. I used some pathos in my paper but not as must as ethos and logos because it is not
necessary nor is it professional to use a lot of pathos in a business plan. I just used the necessary
amount of pathos in showing that I am passionate in trying to start my own company with my
business plan, but needing to keep reminding myself not overdo it, which will cause me to lose my
creditability and my professionalism in trying to persuade potential partners and investors who
would like to do business with me.