BRETOS
Business Plan
EXECUTIVE SUMMARY
In the sixties, shortly after Fidel Castro took power of Cuba, America placed embargoes on trade to the country. In response, Socialist Cuba banned popular symbols of America, including Harley Davidson motorcycles. Over the passing years, the thousands of Harleys that once roared across the island have dwindled to a mere hundred. Without trade from the States, Harley enthusiasts are left without parts to keep their bikes running.
Bretos is a motorcycle shop created and inspired by the Cuban Harlistas that are dedicated to keeping their Harleys alive. We specialize in refurbished and recycled parts and services for Harley riders and working with them one on one to repair and revive their bikes. Located in Havana, Cuba, our shop is one in a market of very few offering Harlistas a haven for their machines.
We need an initial investment of $50,000 to cover start-up costs. We are offering a 7% stake in the company with an expected profit of $205,000 over 5 years.
COMPANY DESCRIPTION
Inspiration
Bretos is named after Luis Bretos, the original Harlista and dealer of Harley Davidsons in Cuba before the embargo was placed. The Harlistas are a group of riders who are dedicated to keeping their Harleys alive. These self proclaimed mechanics repair with whatever fits the bill- barbed wire for chains, cake boxes for engine gaskets, and parts from other machines- trucks, conveyor belts, and tractors- for a homemade fix. When one needs help, the group comes together to solve the problem.
For the Harlista, Harleys are more than just fair weather friends, they are a necessity. They are used for transport to work, to shop, take their children to school, and even haul material for construction. They are found at all of the important events of a Harlista’s life- baptisms, Quinceañeras, marriages, reunions, and funerals. The machines are way of life and a part of the family. Their children are raised on the Harleys that their grandfathers once rode- the same Harley that may one day be passed down to them and their children who will take on the next chapter of keeping it alive.
Concept
Bretos is built on the love for Harley Davidson motorcycles and keeping them running for those that love them as much as we do. We create custom service plans and provide refurbished and recycled parts for each individual bike. The parts we provide are either recycled by customers or bought and refurbished in house. We buy parts piece by piece, and motorcycles for parts, salvaging all that we can to refurbish and recycle. We are dedicated to our customers and building lasting relationships with them. We understand the importance of their machines and want them to know that they are in good hands.
COMPANY DESCRIPTION
The Garage
The interior of Bretos will consist of a lobby/waiting area, a storage room, and a spacious garage. The atmosphere will be welcoming with nuetral colors, open space, and bright natural light, but also feel gritty and worked in. Customers will be comfortable in the lobby with provided seating and entertainment. The storage room will be the biggest area of the shop and will be used to store parts, bikes for parts, and customer bikes. Equipment will be set up in the garage, along with bikes being currently worked on.
Our team is highly experienced in working with Harley Davidson bikes, as we are all Harlistas, too. We have learned from our own excursions and experiments, as well as from family and peers. We offer a wide array of services and will do what we can to tackle any problem with any bike.
General Services
Inspection/Safety
Oil Change
Tune-up
Tires
Brakes
Engine/Transmission
Suspension
Performance
Fuel System
MARKET ANALYSIS
Industry Overview
Due to the embargoes, Cuba has a severe shortage of shops that can successfully work on Harleys. Bretos is one in very few shops with the right equipment to repair and maintain parts for these bikes. Many other mechanics work from their homes and have little space available to them for equipment, storage and clientele. With such a small industry, and an even smaller amount of physical repair shops, Bretos will be at the top of the game and have more than enough space to accommodate a multitude of customers.
Target Market
Bretos will appeal mainly to Harlistas and motorcycle enthusiasts of Cuba ranging anywhere between the ages of 15-60+. While we specialize in Harleys, no bike or customer will be turned away. As a relationship oriented shop, we expect to see a lot of our regular customers and their families, even if its just to come say hello.
ORGANIZATION & MANAGEMENT
José Salgado - Owner, Manager, Head Mechanic
José has been a Harlista and successful Harley mechanic for 32 years. He bought his first Harley in 1984 and hasn’t stopped falling in love with them since. He has learned all that he knows about Harleys from experience and from books. José worked from his home until he started to pick up too many clients and collect too many parts for his home to hold. He created Bretos with close friend Antonio Ramirez.
Antonio Ramírez- Assistant Manager, Mechanic
Antonio inherited his love for the Harley from his father and grandfather. He bought his own Harley 9 years ago and repaired it himself, which lead to a passion in restoring Harleys. He, too, worked from his personal garage before Bretos was formed.
Organization
Bretos is owned and operated by two-man team, José and Antonio. Both have had extensive experience in working with Harleys and clientele from their own homes. José is the Manager of Bretos and handles appointments, service plans, and buying parts, while also working on the bikes. Antonio repairs and refurbishes parts and works on the bikes, as well. They do not plan on hiring more employees.
MARKETING/SALES STRATEGY
Market Penetration
Initially, Bretos will have work with their current clients that they took on before the shop was officially built. Both José and Antonio are very close with the Havana group of Harlistas that they have worked and rode alongside for many years. In a group that is so tight-knit and dependent on community, word will inevitably spread about Bretos, bringing in clients both new and old.
Growth Strategy
We are expecting a steady climb in Bretos growth at the beginning. We foresee our clientele extending beyond Havana and into surrounding areas of Cuba within the first five years. While we do not want to open another shop elsewhere, we do want Bretos to extend to as many clients as possible in Cuba. If plans for demand are met, we will begin work on a line of our own specialty parts.
Communication Strategy
In a community that is not heavily reliant on Internet and television, Bretos will be advertising and communicating with the community via print promotional materials, such as posters, newspaper and magazine ads, and cards. We have plans to make Bretos a community gathering spot by holding meetings and events for Harlistas, such as bike meets, dinners, celebrations and general get-togethers. These events will also be promoted via print and word or mouth.
MARKETING/SALES STRATEGY
Branding Materials- Logo
BRETOS BRETOS
C - 2 M - 16 Y - 60 K - 0
C - 51 M - 0 Y - 23 K - 0
C - 0 M - 0 Y - 0 K - 80
MARKETING/SALES STRATEGY
Branding Materials- Promotional
NEXT STOP? IMMORTALITY
MARKETING/SALES STRATEGY
Branding Materials- Website
FINANCIALS
Year One Projections