1. Bryan Trulen
Upper Iowa University
Final Project/Internship
Advisor: Randy Thomas
Completed
Developing a Strategic Vision:
External Considerations
The Object is to increase Growth in the Company. Our current market presents some different
challenges. The local economy is somewhat down but through innovation we can grow as a
company in our local community with the ultimate goal of extending our market down into
Cedar Falls as well as building the brand throughout Fayette County.
Our location is something we can use to our advantage. There is no reason why we can’t
continue to attract customers from Hazelton and on into Independence, IA as well.
Internal Considerations
The present Growth of our Company has been somewhat stagnant. Through additional
Innovative product/ Expanding our Product Line we will be able to increase our revenue and
continue to grow.
Strengths: Capitalize on the Innovative and Invention oriented mindset of the Owner, Bill Baker.
The Goal of the Vision Statement for Baker’s Auto Body will be to 1. Provide an understanding
of what Management wants the business to look like. And 2. Provide management with a

2. reference point in making strategic decisions and preparing the company for the future. We want
the Vision to say something definitive about how the company’s leaders intend to position the
company beyond where it currently is today.
Business Plan
A) A: Strategic Plan
Current Status of the Company: Bakers auto Body is a privately held company In Oelwein,
Iowa. The company consists of Under 10 Full time workers. The company specializes in
General Auto Body work, Painting and repair and service while always looking to find a more
creative or innovative way to increase productivity. The current local market represents the
majority, if not all of Baker’s business. Our goal is to Expand our Market Coverage by creating
innovative solutions to age old problems and to stay ahead of the curve to best serve our
customers needs. The market is not exactly booming in the Greater Oelwein area, but expanding
or capturing larger markets just to the south of their current location should be explored in some
capacity. The local industry condition is somewhat bleak, but profitability is definitely
attainable.
Mission:
Our mission is to design, develop, manufacture and market a specific product lines for sale on
the basis of certain features to meet the identified needs of certain customer groups via different
distribution channels in a particular geographic area.
Values:
In our relationships with our customers, society in general and our employees, it is paramount
that we focus on their needs and ways to make their lives better through our products/service we
provide. Ultimately, through our products/service we have the ultimate goal of changing how
people think regarding car repair and utilizing resources around them.
Objectives:

3. Results we need slash want to achieve in the short term, medium and long term future. Since we
don’t have major stakeholders yet, we need to develop objectives to meet future stakeholders
needs and to convince them to invest in our company.
Strategies:
o The company's internal cash flow will fund all future growth.
o New products will progressively replace existing ones over the next 3 years.
o All assembly work will be contracted out to lower the company's break-even point.
Goals:
To achieve sales of $500,000 in 2 years time. This will be achieved through implementation of
strategies that are in pursuit of the companies objectives.
Programs
The goal for me is to coordinate all of the above categories and link them together in writing this
business plan by making them interlinked and consistent with each other. Since we don’t
immediate shareholders who we need to please and make happy, we can focus more on
substance of our business and do our best to ensure it is successful by making our strategy
sound, having realistic goals and extremely concise missions.
Our Market is rather small, however it is going to be key for us to use the surrounding
area as a test market. We have a semi metropolitan area only an hour or less from our location
that we can plug into. Marketing is going to be one of the most important aspects of our start up
phase with our new truck panel product line. Getting the word out that we are putting a new
innovative product onto the market needs to be our number one goal. Frankly, our marketing
efforts are very minimal right now. Once word gets out about our new product, word of mouth
will just enhance our marketing efforts. We must expand our marketing horizons and put
together a solid marketing plan. Our core concept will consist of being as customer service and
consumer friendly as possible. Because we are releasing a new product that we really believe

4. strongly in, it is paramount to possibly over invest to make certain we get the word out to every
potential customer in our target markets. It may hurt us in the short term financially, but the long
term rewards should greatly outweigh any short term costs we may encounter.
What we want to do is to be able to market our product as an innovative, cutting edge
way of repairing rust while making it as user friendly as possible for our customers. We hope to
create a demand throughout our target market where are consumer we are product as essential
and as a new, innovative way to do things. We will need to make our product offering more
distinctive and more appealing than our competitors.
Our local market is not going to allow us to achieve high income level streams that we en
vision, but it will allow us to get a foot in the door so to speak and make our product well known
on a local level. Once this is established we will have some credibility established and we will
venture into other larger markets such as the Waterloo-Cedar Falls metro area and eventually
down to Iowa City and Des Moines. Customer Feedback, input, address a bunch of issues on the
local scene then expand. Direct customer feedback on the local level. Internet creates global
marketplace.
So, the market is viable, but establishing our presence on a local level is our number one
priority and our main focus. We have a strategic vision for our company/product
implementation, but it stems from getting a solid foot established locally. In order to do that we
will have to make our place of business more professional like and presentable to our customers.
We are a multi-service type of auto body service so that part will not change, we will just aim at
a more professional approach to doing business. We must focus on providing the customer with
excellent service to ensure a great customer experience. If we really focus on serving each and
every customer our best and creating a great customer experience, only then will we be able to
compete in larger markets with more competition.
In depth Analysis of our new product:

5. Our plastic panels will provide a great product/ answer to rust accumulation on trucks. Trucks
are extremely prevalent in Northeast Iowa especially due to all of the Farming and just nature of
the area being a country type of atmosphere. With the rough Winters, rough weather all together
and road conditions, rust is going to rear it’s ugly head on the trucks locally. It is our objective to
provide a solution that will be a long term answer to the rust at a reasonable price that is as
customer friendly as possible.
At Baker’s Auto Body our goal is to created and maintain a competitive advantage over the other
local auto service/repair companies we are competing with. We are already known throughout
the community and well established. What can take us over the top and allow us to increase
growth and ultimately sustain that growth will be how we deal with our customers and how we
can create a buzz around our company. Innovation in small steps will help us achieve that goal.
In order to create product awareness of our truck panels, we will need to increase our
marketing and advertising of the product. Ways of doing this will include the following:
1. Newspaper Ads - By creating a sleak ad in our local newspaper, we will be creating
customer awareness that will inform the community about our new product. In
many ways we can use our new product to not only increase profits and clients
but to also re-establish our place as an auto service company in the local
marketplace. By increasing customer traffic into our store we can inform and
remind our customers about how knowledgeable our staff is on Cars etc. By
capitalizing on this opportunity we will be able to re-establish our place in the
market as the number one choice for Customers.
2. Word of Mouth – In a small close knit community such as Oelwein, IA we have a
tremendous opportunity to create positive word of mouth marketing throughout
the community. Again, we must re establish this and opportunities in the future
will allow us to capitalize on this as well. Really, generating more revenue is
something that is very attainable through smart marketing tactics and by creating

6. a customer service oriented approach that we will emphasize when our customers
come in to visit.
3. Creating a professional appearance. Our store is a bare bones type of setting. One thing
we can do is to clean up shop a bit and make sure our customers have a good
overall experience when they come in, every single time. Offering items such as
Bottled Water during the summer, Hot Chocolate during the winter months along
with a friendly attitude can go a long way in establishing that. Creating rapport
with our customers can also establish and strengthen the customer –business
relationship.
II Market Analysis
Current Marketplace:
The Oelwein Community boasts a population over 9,000 and offers competition in the Auto
Service Industry with a good size number of similar businesses; however, they lack the strategy
and management of Baker’s Auto Body. Baker’s will be able to position itself through
successful advertising, community involvement and customer service and partnerships to
establish itself as a premier provider of Auto Repair and Service.
Target Market
Primary customers will consist of residents homes in the Oelwein Community. We will not
discriminate in terms of income or earning power, auto service and repair is something everyone
needs at a given point in time and with the harsh road conditions and weather that Iowa can
bring, the market is full of opportunity for us.
Competitive Analysis:
Our market is small but our competitors are not well established and may be lacking capital to
spur future growth. Baker’s Auto Body is unique in that we offer competitive prices and first rate
customer service which will serve us well as we move forward. Employees at Baker’s are
forward thinking and technologically savvy in comparison to our competitors in rural Iowa. We

7. have the ability to create and use innovative solutions to common barriers and problems in the
Auto Service and Repair Industry that can set us apart from our Competition.
III. Company Description:
Baker’s Auto Body is a low cost, high value service provider in fairly competitive local
marketplace. Success will be accomplished through superior management and strategic
advertising which is not currently present within the marketplace. Establishing personal
relationships with customers by way of our management will lead to additional customer
opportunities as well as repeat business and word of mouth marketing.
IV. Organization and Management:
Company will be organized with the following structure:
CEO/Founder – Bill Baker
VP of Marketing - Bryan Trulen
Ownership Information:
Ownership is currently distributed through the allocation of 1000 common shares.
Company is 1000 shares and is 100% owned by Bill Baker. Bill is responsible for Managing the

8. company (accounting, advertising, investment) and the overall strategic direction of the
company.
Management Profile:
Bill Baker
Years of experience working in the Auto Service Industry. In touch with the Oelwein Market and
the needs and scope of the customer base. Innovative, solutions oriented mindset who keeps
customers first in his approach to business.
Marketing Strategy
Initial marketing will be achieved through cold calling, fliers, radio, craigslist and facebook
advertising. Taking advantage of technology can only help bolster our business. We will
concentrate on building our customer base one customer at a time. We will achieve this by
advertising within the city of Oelwein and northern Buchanan County. Customer referrals will
be a large factor in the growth of the business.
Overall Sales Force Strategy:
Sales will be obtained by undercutting the competition and offering customer referral credits as
well. In order to generate business and customer growth, an activate sales strategy must be
engaged. Distributing Fliers and investing in Advertising in the Oelwein Daily Register are two
ways to increase exposure and to attract more customers. We will continue to uphold and
improve our Service Quality, aesthetics of our facility and overall brand image.
Services Offered
Personalized Service
 Uni body and Full Frame Repair
 Detailing
 Painting
 Repairs to Domestic and Foreign Vehicles
 Restorations
 Body Work
 Automotive Maintenance
 Automotive Diagnostics
 Engine Re-Building
 Automotive Wiring

9. Our Services will be done to provide Customers with maximum benefit in regards to competitive
pricing, quality of Service and overall experience with Baker’s Auto Body.
Executive Summary
Founder: Bill Baker
Marketing/Management Consultant: Bryan Trulen
Number of Employees: 2-6
Location of Business: Oelwein, Southern Fayette County, Fayette, Northern Buchanan County,
Hazelton .
Description of Plant/Facilities: Business has and will continue to be operated on the county line
of Hazelton/Oelwein, Iowa.
Services Rendered: Auto Repair and Service, Body Work, Rust Work, Tire Work.
Current Investors: Bill Baker
Summary of Future Plans: The Vision of the Founder is to grow the business throughout the
greater Oelwein area and to enhance brand visibility and community outreach to Oelwein. This
will be accomplished through strategic marketing which will include Radio and Print Advertising
locally as well as going door to door in the Oelwein Community.
SWOT Analysis
Strengths: We are obviously a small company in a small market. Because of this we have a
tremendous opportunity to stand out in our community. The opportunity to connect with the
community and potential customers is huge. The lack in volume of competition threats within
our community is something that is not a strength in itself but is something we can parlay into a

10. strength if we continually handle ourselves the right way within our community.
By establishing that we are the premier Small Auto Service/Sales establishment in town,
we will create a sense of credibility that will create repeat business for ourselves. This is the
most important strength we have as a small company is the opportunity to create life long
customers based on how well we serve and satisfy them.
Our next area of potential strength is in our location. No, we are not located centrally in
the downtown corridor, however if we really look closely, we are in a pretty good spot. We are
in a spot that is going to see lots of traffic. Our location is off a major highway and is in
between two local towns where we want to establish ourselves as a viable Auto Service option.
We are located about 5 Minutes from each Oelwein and Hazelton. Also, we are located at a spot
where Commuting People from the Waterloo/Cedar Falls area will drive through on their way
North or to surrounding communities. We are also at a prime spot for local Oelwein residents
whenever they travel down to the Waterloo/Independence Area for whatever reason may be.
What do we do well right now?
We have an owner who is able to engage customers and provide excellent service in a rapport
building manner. We must continue to hone and take advantage of Bill Baker’s customer
service and relationship building skills he possesses. The key for us will be to continue to
market our business so we are able to attract and have an opportunity to retain our clients.
Assets: Looking internally at what some of our greatest assets are as a company, we are excited
to say that our Brand has been around the block for quite some time and although consumer
awareness has not been where we want it to be, we have the pieces in place for success.
Another strength that we have as a company is our collective knowledge of Cars, Repair
methods and how to help our customers in the best way we can when it comes to repair.

11. Bryan Trulen Part 2 UIU Final Project/Internship Gopher Lawn Care LLC Business Plan
and Collaboration Strategy.
Strategy and Implementation Tactics
One of our major strengths is that collectively as a company we are going to rely on
our immense market knowledge of the local community and markets that we will undertake. As
was stated earlier, direct canvassing of neighborhoods will help promote initially and as we
continue to build a client base, establishing and nurturing our client relationships will be hey for
us as we move forward in the long term.
Treating every job like it is vitally important to our companies immediate and long term success
will be out mindset as we start out and move forward. Every aspect of satisfying the customer
will be equally imperative. Respect and timeliness will be at the forefront of everything we do.
Competitive Edge
Competing in the Twin Cities Market is a challenge. We are in a highly saturated metropolitan
market with a hoist of residential possibilities but at the same time with that comes intense
competition. In order to develop and ultimately maintain our competitive edge, we will look to
engage in every aspect of our business in a professional manner. Our customer interactions,
services rendered, our company appearance and how we go about our advertising campaign will
all come in to play. We must lay the groundwork and foundation for a successful future by way
of doing the dirty work now so we can develop and nurture our long term client relationships.
Sales Strategy
Our Sales Strategy will be driven by our one on one interactions with our potential clients. Going
door to door is huge for us as we are able to control our brand image and how we want to be
perceived by our potential customers. It will be imperative that we exude an image of quality,
respect and friendliness to anyone and everyone we come across. In developing our sales team,
we have formulated a team of two to three people who we feel have the outgoing personality and
sales experience to excel in this type of opportunity.
Something we have already undertaken is the purchasing of equipment for our small business
venture. Doing this allows us to actively seek new customers on a day to day basis with our
sales force. Going out three to four days per week and meeting with people door to door will
help establish footing in our local markets. Since we are starting up in the fall, we are looking to
secure fall cleanup proposals with clients which will help us attain the same lawns come spring
time. As previously mentioned, we have undertaken a unique advertising stance. We have
invested a bit of money into making our flyers top notch. They are colorful, neat and definitely
eye catching to the potential customer. This we feel is also a competitive advantage that we can
use to our benefit when out actively selling in neighborhoods and is something that will have a
lasting impact in the customers minds.

12. Sales Forecasts
We will be officially in operation as a business in early October 2010. We anticipate ten to 14
Fall Cleanup quotes during the fall 2010 period. We hope to to capitalize on these initial clients
and hold on to them for the spring/summer season as well as to attain 10-15 additional clients for
that period.
In computing direct cost of sales or cost of goods sold, we will take into account gas to power the
equipment, transportation costs and equipment repair and maintenance.
At this particular stage of our company's development, we are more into short term financial
forecasting as opposed to long term guessing or estimating. The figures we have projected for
year 1 bode fairly well for what were trying to accomplish. We expect our Yard work/Mowing
service to account for at least 75% of our overall profit for year 1, with 25 % accounted for by
way of our Fall Cleanup Service as well as our Winter snow removal service.
Projections
Year 1
Lawn Work/Mowing Service $10,000 – $15,000
Winter Maintenance $500
Fall Cleanup $2,000
Total Sales: $12,500 – $17,500
Direct Cost of Sales: $3,200
Management Summary
The primary Investors in Gopher Lawn Care LLC will be myself and Jeremy Hemsworth. We
will also employ a CFO, David Foss. Looking at our Management team from a tactical
viewpoint, we realize we complement each other very well.
David Foss is a number cruncher by nature, and works very well with Financial Documents,
Computer Programs and Accounting which makes him well suited for the role of CFO. David
does not boast the skill set to actually go out and interact with potential customers or engage in
Marketing type efforts due to his obsession with numbers, statistics and mundane tasks that suit
him well.
Jeremy Hemsworth is the CEO and he is a very forward thinking person who is fit for this role.
He has experience working in the telecommunications industry as an Account Manager. He has
a keen business sense and is very invested in Gopher Lawn.

13. Bryan Trulen will be the Chief Marketing Manager of Gopher Lawn LLC. Bryan's ability to
forge a bond with Potential customers and his positive spirit are contagious and will be an Asset
for Gopher Lawn as we move forward. Bryan has a Business Background and brings some
innovative ideas to the table as far as dealing with our Markets as well as the “soft skills” to
make this company formidable.
Labor Workers
Labor Wise, we are pretty well set with a group of 4 to 6 employees. We have hand picked these
people from around the local community. It is in our best interest to keep them satisfied and well
compensated so we in turn can get the best from them.