So, what type of customer will you be aiming your chauffeur service at? Yes, we all want those ‘ultra high net worth individuals’ (yawn, yawn), in the back of our motors but whilst there’s apparently a few scattered around Mayfair, they’re probably not quite so plentiful in Port Talbot, (no offence PT but I’ve been past a few times on the M4 and I’m yet to see a shimmering, jewel encrusted Bentley Continental sporting a ‘my other car’s an Overfinch Range Rover’ sticker on the back bumper).
You have to be realistic about the clientele you hope to attract and what your local market actually is – this will make an enormous difference to a lot of things, not least what car you buy. If, for instance, you’re in an area which is a big corporate base, you’re probably going to want to aim your services specifically at the executive sector, but your environment will undoubtedly impact directly on the way you market yourself.
If you’re out of town, airport transfers are potentially going to be a significant part of what you do so don’t be afraid to shout that from the rooftops. Too many start-up’s only want the cream, and some completely fail to understand all this ‘high-end’ work they think they’re entitled to, just isn’t there day upon day and very soon they have to be content with anything they can get to keep the car earning.
Look down your nose at airport transfers at your peril – although margins aren’t great, the availability of work is considerably better and arguably easier to attract. But beware, the word ‘chauffeur’ has certain connotations to some potential customers because they automatically consider it to be an elitist and therefore expensive means of travel and out of their price range, so make sure you put yourself out there as a competitive airport transfer option as well. I’m certainly not advising anyone to cheapen themselves, but it’s no good living in cloud cuckoo land and thinking you’re going to be pulling in £500 days right from the start.
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