Due to the total lack of time, this year I got to seasonal re-shoes almost in the summer. Buying CDs online turned out to be not such an easy task - I had the impression that everyone who sold them was not at all interested in my money. After poking around on inconvenient tire dealer websites, I finally came across a more or less decent company, which I want to tell you about, since there was a lot of useful information to be found there.

The office is called "Green Tire". From the point of view of me as a client, the integrated approach turned out to be very convenient. I called on the phone and said that I needed wheels for such and such a car, the next day they were delivered to the service center where I made an appointment for tire fitting.

It’s worth mentioning separately about the seasonal storage service - with the growth of people’s well-being, it is increasingly gaining popularity, because few people are interested in tinkering with wheels on their own. “Green Tire” apparently decided that they would have this service not to make money, but to connect a client, and made the cost of storage much lower than average (their examples of advertising this service on a truck and on the gate of a tire shop are shown below).

What I particularly liked was their USP for storage, which they have a separate poster to explain. The reasons given for storing wheels with them are very reasonable, at least this influenced my decision.

Returning to the issue of guarantees, I also saw a description of the Nokian program for an extended warranty on tires, which implies free repair or replacement of a wheel in case of accidental damage. To promote the program, a separate poster and a demonstration stand with a wheel were made. This is a note to those who still do not understand that guarantees are just mathematics and give a guarantee for the services of their car service for a measly 2 months.

The third thing that caught my attention was a previously unknown service for tucking winter tires. It turns out that fallen spikes can be restored, which is very clearly explained (and, more importantly, SHOWN LIVE) on a separate stand. The stand was complemented by an informational poster, flyers and “cardboard vendors” suspended from the ceiling. While you are waiting for the car, you will definitely pay attention, which is what I did. Now there is a 99% chance that I will use this service when I come for winter re-shoeing.

This is probably the first example of a competent approach to selling materials in the field of selling tires and wheels and tire fitting that I have encountered.

But here's what's VERY IMPORTANT. A few days ago, my wife punctured a tire on the road and somehow made it home. I first tried to look for a 24-hour tire shop where they repair wheels, but there weren’t any nearby and I had to go at night in the rain to put on a spare tire. The question of where to go to fix a puncture hung in the air. And only in the evening of the next day, I remembered about the “Green Tire” - and only when I ACCIDENTALLY DRIVED PAST.

Yes, I was completely satisfied with my first visit to them and the level of service. Yes, they gave me some kind of discount card. Yes, my wheels are with them until winter. But they did NOT come to my mind when I urgently needed the services of their profile. And if it weren’t for a random drive by, most likely I wouldn’t have repaired the tire at their place! Always remember that clients need to be reminded REGULARLY and only a system of constant contact will give you reasonable hope for a high percentage of client retention.

Business related to cars and their maintenance has its own specifics. So, for example, beginners should not expect instant profits, because such enterprises become profitable about a year after starting work, and this is normal, because they need time to create a solid customer base. This can be done by paying due attention to tire service advertising. This article is intended to help entrepreneurs identify the most effective ways of promotion and abandon obviously useless options.

Point design

Facade

Outdoor advertising

Billboards

Billboards as a promotion tool can only be used if it does not put too much of a strain on your budget. Be creative and remember, billboards have long become boring to consumers, so slogans should not be hackneyed and promotions standard. Offer, for example, a discount to every person who takes a photo of a billboard - this is guaranteed to interest and attract customers.

Banners

Signposts

Order a bright pillar and install it in a place that is clearly visible from the road. Make sure that the “tire service” sign is visible from afar - otherwise the driver may simply ignore the stand.

Advertising on transport

Recently, mobile tire fitting has become increasingly popular. If you provide such a service, you must place appropriate advertising on the car. So, the car must have the name of the workshop, an emblem or a thematic image, as well as a contact phone number.

Signposts

Remember, you need to make sure that not a single potential client passes by your tire shop. For this purpose, in addition to banners and pillars, you can also use special signs. You can use the standard options - an image of a tire on a blue or yellow background, the inscription “tire service” and the distance to it, or you can develop your own design. The main thing is that the index is visible and easy to read.

Internet advertising

Website

Today, virtually any enterprise needs its own website, and tire fitting is no exception. Hire specialists who will make a good business card website and optimize it for search queries. Remember, the page should have a good interface and a clear menu - this will make it easier for customers who will be looking for the information they need. You should also not expect that the result will be instant - it will take some time to promote the site. You can also advertise your discount in a prominent place. Invite visitors to print this ad, present it at your tire shop and pay 5% less than the cost of a specific service.

If you decide to create a website on your own, be sure to read our articles:

Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.

Advertisements on classifieds sites

Try to use all the possibilities of the Internet. So, you can place free advertisements on city websites, and also mention your tire service on forums. This kind of advertising will not require any financial investments from you, but it can bring you clients who may well become permanent and bring relatives or friends with them.

Printable advertisement

Leaflets

You should distribute leaflets regularly, preferably once a month. Order the first batch from a printing company and distribute them in parking lots and other places where a lot of cars gather. It will be enough to simply leave a leaflet on the windshield of the car - this simple method will guarantee that the driver will definitely notice your small ad.

Business cards

Hand out business cards to every visitor to your tire shop. Don't try to save money; indicate that the bearer of the business card is given a discount - this will significantly increase customer loyalty. In addition, the business card must include the address, telephone number and website of the company.

Print advertisements

Study all the printed publications in the city and choose those that often advertise such services. Provide information about yourself to such publications, but remember, such publications are responded to more often if the source is identified as an individual rather than as a business. This little trick will help you attract more clients.

TV ads

TV newspaper and/or ticker

TV promotion costs significantly more than many other types of advertising. However, if the tire service budget can accommodate such a load, you can place your ad on local channels. However, it is not at all necessary to choose a daily broadcast - in order to save money, you can advertise only on weekends.

Radio advertising

Audio clips

Radio is a good advertising resource, especially considering the fact that it is usually listened to by motorists on the road. So, you can record a bright and memorable audio clip and pay for its broadcast on local radio stations. Remember, such advertising also cannot be classified as cheap, but the benefits of its placement are also obvious.

Other

Discount cards

In the same printing house where you order leaflets, business cards and booklets, also order a batch of discount cards. Such “club” cards will increase customer loyalty, help attract new and retain old customers.

Carrying out price promotions

Conduct current seasonal promotions and widely announce them through all available advertising channels. Remember, they must be relevant, thoughtful and beneficial for both the client and the business.

Word of mouth

Remember, the best advertising is the quality of the services provided. Car enthusiasts regularly communicate with each other, and if your client mentions your tire service and emphasizes that the service was provided at the highest level, drivers from his social circle will also be drawn to you.

Examples of tire shop slogans

1. Competent and sincere tire fitting.
2. Wheels must have their own master!
3. Always have a spare tire at the ready.
4. Change of shoes without a queue!
5. Tire fitting is easy and simple!
6. Fast, high quality, with a reputation.
7. Service in a cube.
8. Your personal tire service.
9. Your peace of mind while driving is the quality of our work!
10. Service you trust!
11. We'll make you some candy!
12. Professionals will help.
13. Your car is in good hands.
14. Professionals will help.
15. We exist because you need us.

In this article, we will talk about how to properly organize an advertising campaign for a tire repair shop. Where is the best place to direct energy and resources, and what steps should be avoided? In this article we will also look at the most successful places to advertise such a business.

Any advertising is a rather specific activity, since the services provided by such workshops are not always in demand and not everywhere. Those. If you advertise a workshop on television, it will not bring serious results (the client will not go). At best, it will serve as “branding”, but again it will be auxiliary to the main advertising. But an advertising board located near the entrance to the city (eloquently speaking about the speed of repairs, quality of service and location of the workshop) can attract a huge number of clients from a variety of clients.

And as should be clear, it’s not about the television or the poster, but about the clients who see this advertisement. So, a car owner sitting at home watching TV and seeing an advertisement for a tire repair shop will most likely not fall for it. It’s easier for him to go to a place located near his garage.

Moreover, it is important to note not so much the fact of advertising quality itself, but rather human psychology. It will be much easier for such a creature as a person to go to a familiar place, and attempts to encourage him to go “somewhere” will only cause rejection and hostility. But this is only the case when it happens while watching TV.

On the other hand, advertising on the road changes the situation. Because in the event of a tire puncture, the car owner finds himself in an emergency situation. Therefore, he thinks differently and going to a place that is “more convenient” will be better for him than going to a familiar service station. And advertising will attract his attention even if the workshop and himself are close.

Now, having looked at the particulars, let’s consider each of the individual types of advertising. More precisely, how suitable it is for developing and expanding the client base.

Tire service advertising methods

On TV

According to the above, advertising on “local” television is often just a waste of money. Which can only serve for “branding” (brand promotion). Therefore, it is even worth paying attention to. But this only applies to those moments when only tire fitting services are provided. If the workshop is simply doing repairs, then television as an advertising tool can be very effective.

In the newspaper

It’s definitely worth submitting an advertisement for services in a newspaper. This type of tire service advertising serves to attract customers who will seek help through the newspaper. When placing an ad in a newspaper, it is important to consider several points. Namely, the contact telephone number on which the person will “sit” must be indicated. And by calling which the client could immediately get advice. The advertisement should also show a schematic location of the workshop relative to known landmarks.

On road

The best type of tire shop advertising. It makes sense to place one such advertisement only in the immediate vicinity of the workshop. Or if the workshop is located near the entrance to the city, along the highway that leads to the city. This type of advertising usually attracts a large number of out-of-town clients who have had trouble on the road. With this type of advertising, be sure to also indicate the schematic location of the workshop. This will help the client get to the place faster. And it will not allow your competitors to intercept it from you.

And the last thing I would like to mention is a contact phone number. Ensure that you can constantly receive calls from clients. Since if a person agrees on his arrival, this increases the chances of getting a new client. And vice versa, if a person could not get through by phone, then this reduces the chances of coming to you.

Business in Russia. Guides to starting a business in the regions.
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* The calculations use average data for Russia

From 300,000 ₽

Starting investments

75,000 - 800,000 RUR

35-40%

Profitability

12-24 months

Payback period

Tire fitting as a business means a minimum investment, ease of organization, quick payback, and most importantly, consistently high demand due to the constant increase in the number of cars. Let's find out what you need to get started.

The Russian vehicle fleet is growing every year. Currently, there are about 300 cars per 1000 people. Moreover, this figure will clearly grow - the Russian Federation is in the sixth ten in this ranking of countries in the world. In the USA there are almost 800 cars per 1000 people, and in San Marino there are generally 1200 cars per 1000 people. Thus, tire fitting services will be increasingly in demand every year. Moreover, with the adoption of the law on the mandatory use of winter tires, every motorist has to change tires at least twice a year. Let's look at how to build a business based on a tire workshop.

Which tire mounting format to choose

Currently, there are two options for opening a tire fitting business – mobile and stationary. First of all, we need to decide in which segment we want to work.

If a stationary tire service has long been known to everyone and is usually a small room with permanently installed equipment for repairing and replacing car tires, then a mobile tire service is a specially equipped vehicle that provides on-site services for all types of tire work, usually around the clock.

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Both options for opening a tire shop have their own demand. Mobile tire fitting, of course, is developing at a faster pace, as it provides more convenience to the client, but its services are also somewhat more expensive. The disadvantages of mobile tire fitting, first of all, include the lower quality of the services provided, due to the fact that mobile equipment is more difficult to calibrate. In the future, the balance between the number of mobile and stationary tire stations will be leveled; mobile tire stations will be primarily used in case of breakdowns on the roads and other emergencies, and stationary stations will be used for routine tire replacement.

What equipment is needed for tire fitting?

To ensure production, it is necessary to purchase equipment. An approximate list of equipment is given in the table below. The amount of investment required to purchase equipment is 357,000 rubles.

List of tire fitting equipment

	Name	price, rub.	Quantity, rub.	Total cost, rub.
Basic equipment
	Tire changer
	Balancing machine
	Jacks
	Compressor
	Impact wrenches
	Vulcanizer
	Pneumocart
	Extender
	Metal workbench
	Tool kit
	Set of consumables
	Delivery, installation, connection

If there is no connection to the electrical grid, then a generator will be required, but this option is undesirable, since the cost of providing energy will be significant.

For mobile tire fitting, you need approximately the same list of equipment, but in addition you will need a car with a cargo compartment, preferably at least 15 m. The cost of such a car, of course, is significant. For example, Mercedes Sprinter, Iveco Daily or PEUGEOT Boxer minibuses are suitable.

The number of manufacturers of tire fitting equipment is very large. The cost of a set of equipment starts from 150 thousand rubles. This, of course, is the cheapest and not the highest quality equipment. A high-quality kit will cost 300–400 thousand rubles.

What are the requirements for a tire shop?

Let us briefly dwell on the issue of the characteristics of the premises for stationary tire fitting.

The most significant issue when organizing a workshop is finding a suitable site. It is important to choose a convenient location, since the profitability of the business depends on it. The most attractive areas for a tire shop are those that are in an area of ​​high but slow traffic. It can be:

parking lots of mega-complexes, shopping centers;

parking lots and garages;

areas at the entrance to residential areas;

busy city streets;

entrance to the city.

The most suitable area is the area behind the traffic light. While waiting for the green signal, the driver may look around the area and notice an advertising sign or sign leading to a workshop.

When choosing a location, you should pay attention to the presence of competitors nearby. This will allow you to assess the level of consumer demand and make a decision on the choice of site. The building of a tire workshop should be clearly visible from the road and have convenient access.

In addition to the characteristics of the site, it is necessary to take into account the room in which the workshop with all the equipment will be located. For an ordinary workshop, an area of ​​30 sq.m. will be sufficient. Any non-residential buildings are suitable for this: garages, hangars, etc.

Currently, the market offers ready-made modular solutions for a tire workshop. Their cost starts from 250 thousand rubles. As a rule, such a solution is cheaper than building a structure from traditional materials. What is especially convenient is that such pavilions are already equipped with everything necessary - from windows and doors to electrical wiring. Sufficient thermal insulation of the premises is provided.

Premises requirements:

the presence of ventilation, plumbing, heating and at least one window;

separate premises (i.e. outside residential buildings and public buildings);

finishing of floors and walls with moisture-resistant and explosion-proof materials;

explosion-proof lamps and devices;

Availability of a bathroom and shower for staff.

It is optimal if there is a small waiting room for clients. Separately, special attention must be paid to the quality of the floor covering, since the equipment of a tire workshop weighs quite a lot and the floors must withstand significant loads.

Tire service staff

For round-the-clock operation of tire fitting, which is necessary, especially during high periods of demand for services, two teams of two people are required. One of the main advantages of this business is that almost anyone can do it, and no special knowledge is required. Secondary technical or higher education, experience in car repair, tire fitting skills. One person can work at one installation station. However, this does not mean that there are no requirements for employees at all. Clients are earned through honest and high-quality work.

The average salary of tire service workers is about 40 thousand rubles, but it all depends on the region. The highest salaries are in Moscow and the Moscow region, as well as in the northern regions of the country, where the salary of a tire worker can exceed 60 thousand rubles.

How much do tire shops earn?

The cost of tire replacement services in small cities starts from 500 rubles, in cities with a population of over a million - from 700-800 rubles, in Moscow - from 1000-1500 rubles. The revenue of tire shops is highly dependent on seasonality, so there is no average revenue here. The peak of sales occurs in spring and autumn - the time of transition from winter tires to summer tires and vice versa. The start of the high sales season for tire fitting in the south of the country occurs in March and November, while in the northern regions the spring season starts a little later, and the autumn season earlier. At this time, the workload of tire workshops is such that they work around the clock in a very intense mode. During the off-season, some tire shops close.

A tire shop's revenue is also strongly related to its location. During the season, tire fitting brings in about 25-30 thousand rubles per day. Maximum sales volumes occur in November-December and March-April, as motorists change tires at this time. During the period of peak sales, the revenue of one workshop can reach up to 800 thousand rubles per month with daily maintenance of 15-25 cars. However, in other months, demand can sharply decrease to 4-5 clients per day and revenue of about 75-150 thousand rubles. In fact, such figures indicate that in the low season the tire shop operates on the brink of break-even, and profits are generated in the high season.

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The main expense item for a tire shop is wages and mandatory deductions from them. Other main costs include: rent of land, costs of materials for repairs and components, costs of utilities.

As for the payback period for a tire workshop, it ranges from one to two years. Basically, the payback period depends on the amount of equipment costs and the correct location of the workshop, which largely determines the amount of its revenue. According to experts, the profitability of tire shops is 35-40%

Where is the best place to open a tire shop?

Tire workshops are a fairly popular type of business. Their number increases every year; in some large cities there are 38 tire shops per 100 thousand inhabitants. In the ranking of cities with the highest concentration of tire shops per capita at the time of writing, the leaders are Krasnoyarsk, Novosibirsk and Yekaterinburg. Therefore, before opening a tire shop in your city, study the competition in the local market. This data can be obtained using services like 2GIS.

To ensure the efficient operation of a tire workshop, it is very important to choose the right location. First of all, good traffic flow is desirable, which passes near the tire repair shop. It is optimal to choose a location near major avenues, gas stations or large parking lots. This choice will help you reduce the negative influences of such factors as seasonality, since you will always be visible. It is not advisable to locate a tire shop next to competitors. As a rule, good locations for a tire shop are rarely empty, but options for locating a new workshop can always be found.

Some experts point out that being located near garage cooperatives is a plus for a tire shop, since the cooperative generates traffic flow; other experts believe that this is a minus, since garage owners often change tires along with rims themselves. In our opinion, the presence of a garage cooperative is rather a plus, since among car owners there are more and more women who find it physically difficult to replace tires, and young people who are used to paying for such services. Women and youth, according to workshop owners, are the best clients.

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The presence of a residential area near the workshop can also be a positive factor. Pay special attention to new multi-story residential complexes, whose residents may lack car services. Today you can estimate the density of competitors in many Russian cities using online cartographic directories like 2GIS.

Legal aspects of opening a tire shop

As for the organizational form of business registration, it is recommended to choose an individual entrepreneur. A limited liability company should be registered to open a tire shop only if there are several business owners. However, as a rule, the tire fitting business does not provide enough profit to be of interest to several owners at once.

There are no special requirements for tire fittings. However, if you do everything “as expected,” the costs will increase except to pay for the services of specialized companies for the removal and disposal of old tires, which many car owners abandon during installation after replacement. There are strict environmental regulations for the disposal of old tires, so having such an agreement will demonstrate your good intentions and law-abidingness.

The work of a tire workshop is subject to the taxation regime in the form of a single tax on imputed income (UTII). UTII is a special taxation regime that is available for certain types of activities, while tax accounting is kept in a simplified form, but accounting is still necessary. It is optimal, in the case of using UTII, to engage a specialized outsourcing accounting company to maintain accounting records and calculate taxes. The owner of a tire repair shop pays taxes on imputed income, social contributions and contributions to the Pension Fund, as well as personal income tax. When choosing a single tax, an organization is exempt from paying other taxes.

UTII is also convenient because on the basis of Art. 346.32 of the Tax Code of the Russian Federation, a company can reduce the amount of UTII payment by the amount of quarterly insurance contributions for compulsory pension insurance, sick leave payments, and mandatory social insurance payments. At the moment, owners of tire workshops can fully take into account the fixed amounts paid to the pension fund to reduce UTII only if they do not have hired employees, that is, not pay UTII at all. Individual entrepreneurs using hired labor can reduce UTII within 50% of the amount.

The main code for the new OKVED directory is 45.20 “Services for maintenance and repair of motor vehicles.” Also, if there are certain types of activities, it is necessary to additionally use the following codes: OKVED code 45.20.1 “Maintenance and repair of passenger cars and light commercial vehicles”, OKVED code 45.20.2 “Maintenance and repair of other motor vehicles”, OKVED code 45.20 .3 “Vehicle washing, polishing and similar services.”

What documents are needed to open a tire shop?

The requirements of the SES require the preparation of the following documents to open a tire workshop:

production control program;

conclusion of Rospotrebnadzor on the compliance of the premises with standards;

permission from Rospotrebnadzor to carry out activities;

contracts for the removal of waste, hazardous substances, disinfection, washing of workwear.

How to advertise a tire service

The most effective advertising for a tire shop is usually local advertising, which is distributed near the workshop itself. Distributing booklets and advertising in elevators and nearby service points for cars that do not have their own tire service are effective.

It would be a good idea to register on message boards and social networks, but such advertising will generate significantly less traffic. It would be great if you provide clients with the option of recording via the Internet. Website builders have ready-made blocks that will make it easy to organize such an opportunity for clients.

How to increase the profitability of your tire shop

An important point in organizing a tire fitting business is specialized software that allows you to keep convenient records of its activities. There are many types of such software. There are options for installing such software on a computer or using the system in the cloud. Additionally, it allows you to quickly register orders, limit employee access to only the necessary financial data, makes it easy to account for income and expenses and build an effective staff motivation system. Moreover, for a small tire workshop you can even find a free solution.

In an effort to increase business profitability, many tire shops are either opening new locations or expanding related services. For example, due to the increase in garage-free motorists, some tire shops offer seasonal tire storage services. Others are starting to provide truck tire fitting services, in which there is less competition than in the passenger segment, while others are adding mobile workshops and on-site installation to the list of services. Although the latter option is considered a trend, it still does not have such competition as stationary tire shops. Judge for yourself, out of 475 companies providing tire fitting services in Rostov-on-Don, only 16 have an on-site installation service (2GIS data as of September 2018). Those workshops that perform work from rolling and straightening discs to complex repairs of side cuts also benefit. The standard of living of motorists is improving, and they are already willing to pay more to be able to have everything repaired in one place without getting dirty while waiting over a cup of coffee in a nearby cafe. That is why the option of combining a tire service with a mini-cafe is becoming more and more common.