A Team Boston Newsletter
November 15, 1998
Volume 1, Issue 3
 
 
 


 
 
 

Developing A Vision For Change
Inside this issue:

Business Expansion 2 

Congratulations 2

Galactic Quiz 2

B.E.A.R. 3

Car Wash 3 

Grand Opening

Sid's Corner 3 

Meet Team Boston 4 

Marc's Corner 4


Omnipoint Communications

What is Ominipoint? It is the premier digital PCS Wireless Phone Provider in New England. It is also a way for our Taxace and Shell Dealers to Increase profit. Check it out. Ask your Team Boston Marketing Consultant how you too can increase your profit or call Robyn Langone at 781-551-5445 

 By Lee Fry

 

When asked to describe the philosophy of the Disney setting, John a Disney Imagineer, replied: "What's our success formula?
 

employees. Just as in the theater or film, the sets carry the theme. But in film, the illusion only needs to reach as far as the camera can see. Since the customers are surrounded by the show in the Park, they notice every detail.
         Take a hard look at your business. Are you still in the supply business? Buy the gas. Price the gas. Distribute the gas. Or are you in the service business. Do you have a business plan? Have you developed a business expansion plan, providing services for consumer convenience? Do you have a line level service program that continually emphasizes superior customer service? Do you understand that your customers are surrounded by your show and that they notice every detail?
It's attention to infinite detail, the little things, the little, minor, picky points that others just don't want to take time, money, or effort to do. As far as our Disney organization is concerned, it's the only way we've done it... Its been our success formula. We will probably be explaining this to outsiders at the end of our next two decades in the business."
            How does Disney do it? And were they always able to provide superior customer service? The answer is no. Prior to going into the theme park business, the Disney Company was solely a film company producing motion pictures. The motion picture business is a supply business- Produce and distribute a film. Much like many people in the oil business still are in the supply paradigm. Find the oil. Build a building. Distribute the Gas.
         When Walt Disney built Disneyland Park, he was going from a two dimensional supply business to a three dimensional approach. The Park takes the audience and places them on stage, interacting with the 


The Sun                                                   Volume 1, Issue 3                                                     Page 2
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  Business Expansion

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Galactic Quiz

Each month, the Team Boston sun features a trivia question. The first person to fax the correct answer will win an handsome gift.

November’s 
Questions:

What is the important date for the Fourth Planet of the Galaxy?

Last month’s winner:
Antoine Elkhoury
Seekonk, MA

Business Expansion is the Fourth Planet in the Galaxy. Team Boston has defined Business Expansion as developing retailing concepts that satisfy consumer convenience. In this issue of the Sun, we will offer the following tips learned by Equiva's Co-branding department. That department includes the best practices of Shell, Texaco and Star Enterprise.

First Impressions

  • If you pay for a well-known franchise, feature the name and graphics - don't hide them.
  • Remodel prior to opening
  • The first six months are the biggest six months
  • Don't mix food and fuel
Facility Standards
  • Without signage without customers
  • More signage = more customers
  • The addition of a drive through should increase sales by 35%
  • The addition of a dining room (indoor seating) should increase sales by 30%
  • Exterior image graphics should increase sales by 30%
  • Minor exterior graphics should in-crease sales by 10%

 
 

Congratulations

On October 13, 1998 Motiva Enterprises, LLC welcomed their newest member of the family, Marc Akouri. Marc was born 7 lbs. 8 oz.to Tony Akouri and his wife. The Akouri's are Shell retailers at 
  • QSR’s in new buildings experienced 38% higher sales than in remodeled or razed and rebuilt locations
  • The franchiser knows that business best - listen!
Site Characteristics
  • Generally speaking, if a location is an excellent gas/c-store location, it is likely to be an equally good co-branding location
  • Ample parking
  • Easy traffic flow
  • Pedestrian customer safety when crossing lot
Brand Selection
  • A well-run, franchised operation can realize a higher return than that obtained by leasing the co-brand space
  • There is a hierarchy in sales by food type: hamburgers sales are generally higher, followed by Mexican food, chicken, sandwiches and then desserts
  • Choose a food type that is appropriate for peak customer hours
  • Find a niche - what type of food is not currently available in the area

 
 
 
 
 
 
 
 

158 Main & Wing Rd. in Acushnet, MA. Tony says that Mother and Baby are doing great. Congratulations to the Akouri family.


The Sun                                                    Volume 1, Issue 3                                                     Page 3
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B.E.A.R.

On Saturday October 24, 1998 Stephen and Bill Black held their first Grand Opening event. Stephen and Bill are the new owners of the Shell station at 327 Plymouth Avenue in Fall River, MA. The location was dressed in festive fall decorations with yellow and red streamers. The canopy adorned the huge Shell pectin and the cloud burst balloons could be seen from 1-195. The Moonwalk 
 

was full of children all day and as they left, they were given free balloons and popcorn. The B.E.A.R. program was there to lend their support and show the kids the harm in drug and alcohol abuse. The sale of the hot dogs and sodas raised over $120 for the B.E.A.R. program of Fall River.
 


Car Wash Grand Opening
On Thursday October 15, 1998 Rhiad Batal and his manager, Lisa, at Fall River Texaco, held their first Car Wash Grand Opening. The existing car wash had been closed for several months and in celebration of its Re-opening, the location had an 89cent gas sale from 10:00 AM to 2:00 PM. Chief McDonald of the Fall River Police Department came out to enjoy the celebration and help raise money for the B.E.A.R. program in Fall River. The location was deco-rated with red, white and black streamers and the brand new roof top balloon. Customers were happy to leave the location with their free bag of popcorn, Texaco football and the free Ultimate car wash. The weather was outstanding and the employees had a wonderful time. The location doubled its average sales for the day!
Sid's Corner (Business Tips by LJT's Sid)
MARK YOUR CALENDAR!

December 9th

8:00 A.M. Dedham Hilton The Fourth Planet of the Galaxy

Business Expansion

 Tip #1
Cruise the Islands (not Hawaii) - As a dealer we don't see 60% of our customers. They come in and purchase gas, use the credit card dispenser and leave. Try going out on the islands one hour per day (the owner) and
greet the customer. Introduce your self and ask if you can check their oil. Two things will happen, good public relations, and you will sell more automotive products (oil as well as washer fluid). 

 


The Sun                                                     Volume 1, Issue 3                                                  Page 4
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Motiva Enterprises, LLC
3 Edgewater Drive, Suite 202
Norwood Massachusetts 02062

Fax: 770446-6737 
Email: romanpr@starent.com


Galaxy – Dealer at the Core
Meet Team Boston

Please allow me to introduce the Molloys. John and Linda, Boston College '70, '71, and our son Justin who graduated from BC and our son John Jr., a graduate of Ithaca College. I started with Texaco in 1971 and -have held various Marketing and Real Estate assignments in the New England area. This business has changed substantially during my career. Our focus and Vision has the Shell and Texaco Retailer at the very center of our Galaxy. We are committed to your success.

Photo: R to L, seated - John Molloy Sales Consultant, Motiva and wife Linda standing. sons John Jr. and Justin
Marc's Corner
Streetfighting Tips From Marc Slutsky

* Good operations can't make up for poor brand selection

1. It is extremely important to find out what people think about your business. Have someone you know approach an area business and ask them. "J need to get some things done to my car, can you recommend a good mechanic." or "Where can I go to get my car worked on?" If the person says a competitor, Find out why. Also, ask "I saw a Texaco/Shell station around the comer, are they any good?"

2. Placing a fish bowl on your counter is a great way to accumulate potential Cross Promotion partners and get

a great mailing list in the process. Have your customers drop their business card in the bowl for a chance to win
 
 

something free. Go through the cards and determine which of your customers are potential Cross-Promotion partners. Make those the winners and when they are in your place getting their free service, that is when you approach them with this great idea you have. That great idea is a Cross-Promotion.

** It's important that you take the time to track the certificates coming in. You need to know how many went out and how many come in each day. For a tracking sheet and more detailed information, look in your Streetfighters workbook.

** Ask your employees for LSM ideas