BUSINESS IDEAS Forum

3.0 Products and Services

Interstate Travel will be a travel center/truck stop offering an array of goods and services. The travel center will have a convenience store as well as gas/diesel fuel pumps. Amenities for NAFTA and other travelers, such as public restrooms, separate trucker entrances, showers, telephones, game room, trucker lounge/TV room, scales, and a parking lot, will also be included.

The suggested branding is for market impact. The branding recommendations made by the feasibility study are Chevron, Diamond Shamrock, Texaco, or a private brand.

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3.1 Product and Service Description

The following sections relate the goods and services that are suggested for the travel center. These suggestions are based on our findings and the location classification. It must be stressed that the development of Interstate Travel's travel centers will be completed in stages. This is in order to create maximum efficiency while still remaining within the spending boundaries.

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3.1.1 Store

Suggested Goods and Services, Convenience Store:

• Two registers and checkout areas.
• 16-20 quantity walk-in cooler.
• 16-20 quantity fountain drink selections.
• Coffee offering based on customer mix.
• Heavy snack items.
• Travel grocery items.
• Extra-heavy oil and other offerings based on the customer mix.
• Public restrooms which will be both large and nice.
• Separate amenities for truckers, such as entrances and restrooms.

All sites that have been evaluated by Paragon/Solutions list the above retail goods and services, and we feel these will contribute the most to the success of the location. Any variance from these suggestions could have a direct affect on the success of this site.

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3.1.2 Food

Suggested Goods and Services, Fast Food:
The following fast food offerings are suggested for this location based on our findings:

• National brand fast food: Phase III only.
• Privately-owned full service restaurant (Interstate Travel): Phase I.

Other Suggested Fast Food Amenities:

• Indoor seating for 64-69 patrons (develop and grow in phases).
• Drive-thru window (with car stack capabilities): Phase III.
• Order station (with car stack capabilities): Phase III.
• Interior menu board and order line.
• Phase III: Introduce additional fast food.
• Phase III: Increase to seating for 120 patrons.

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3.1.3 Gas

Suggested Goods and Services, Gasoline Installation:

• Multiple Pump Dispensers at gas islands/Phase I.
• Quantity of MPDs: four/Phase I.
• Diesel offering at one or more gasoline islands both outside islands.
• TV monitors and credit card acceptance on MPDs.

Gasoline Canopy:

• 100% coverage/Phase I.
• Branded/Phase I.

Gasoline Configuration (layout style):

• Head-in/Drive-in (cars face building when fueling)/Phase I.

Gasoline Development Phases:

• Phase I: four gasoline MPDs.
• Phase II: four gasoline MPDs.
• Phase III: six gasoline MPDs.
• Phase IV: six gasoline MPDs.

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3.1.4 Diesel

Suggested Goods and Services, Diesel Facility:
The following type of diesel facility is suggested for this location based on our findings compared to the site size, traffic flow and competition.

• Fueling lanes for large trucks/quantity: four (Phase I).
• Diesel pumps with slaves (clones), dual-sided fueling capabilities.
• Single fuel lanes for smaller vehicles/quantity: one (Phase III).
• High speed pumps at dual fueling lanes.
• Air, water, and window cleaning equipment at fueling islands.
• Un-branded diesel.
• Charge/pay systems associated with the trucking industry.
• Truck parking capabilities/quantity. 50-75 (Phase I only).

Diesel Development Phases:

• Diesel Phase I: four fueling lanes.
• Diesel Phase II: six fueling lanes.
• Diesel Phase III: eight fueling lanes.
• Diesel Phase IV: eight fueling lanes.

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3.1.5 Facility

Signage Recommendations

• High-rise highway sign (essential).
• Brand pole/Street family sign.
• Store name sign.
• Gas/Diesel price sign.
• Fast food sign.
• Building sign.
• Other: Highway billboards (North, South, East, and West of site, 20-25 miles).
• Other: Directional signage.

Suggested Goods and Services: Miscellaneous

• Auto parking: develop in phases.
• Truck parking: develop in phases.
• Air and water.
• Signage (per brand).

Parking Development Phases:

• Parking quantity Phase I: 50-75 spots.
• Parking quantity Phase II: 150-225 spots.
• Parking quantity Phase III: 250-425 spots.
• Parking quantity Phase IV: 400-425 spots.
• Parking quantity Phase V: Purchase more land.

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3.2 Fulfillment

Gasoline/Diesel branding
The suggested branding is for market impact. A positive draw of highway customers is more likely on a branded unit than on a non-branded unit. Branding will draw those customers that might have otherwise traded in a larger area. Branding will help to draw local trucks and long-haul NAFTA trucks that need fuel between their designated stops.

It is highly recommended that the location be promoted for local and long-haul businesses, and for companies to fill their vehicles at the new travel center. Suggested promotions include special pricing and/or national charge accounts such as Comcheck.

Branding recommendations:
It is suggested that the new site be branded with one of the following options for national or regional recognition.

• Chevron
• Diamond Shamrock
• Texaco
• Private Brand

Branding advantages:
The primary advantage to branding is the dollar assistance offered by the oil companies. Most major companies have rebates and allowances that will assist in the total dollar investment by the retailer. Regionally, we are seeing oil companies upgrade their company-owned leased facilities. The brand suggested is in a strong growth pattern in many communities similar to this one. Additional advantages are listed below:

• It is best to be branded on a highway and/or commuter type location.
• In a transit location, it is best to be branded to draw credit card sales.
• Branded locations (on average) have a larger dollar sale per visit than do unbranded locations.
• Being branded will enable the owner to take advantage of the rebate dollars and advertising dollars available.
• Constructing the facility as a branded location will enable the owner to take advantage of the rebate programs, thus improving their return on investment (ROI).
• The rebate program will reduce the total investment over the next three to five years. This fact alone improves the risk factor and should carry a great deal of weight when being considered by local financing and/or banking services.

The owners have chosen Diamond Shamrock as their brand preference for their new business. Their selection was based on several factors, such as incentives, advertising allowances, company flexibility, and their acceptance of all major credit cards.

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3.3 Future Products and Services

A motel and full service trailer/truck repair shop are planned for phase III of this project. Other lease spaces for services, such as shoeshines, haircuts, a medical center, and other kiosk centers, will be available in the critical third phase of development.

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