Apex Petroleum Corporation

Service Station Business Plan

Your Neighborhood

Gas Station
Please type or print

Name

Date_______

Service station number

This document is to represent a projection of the first 12 months of station operations.

Estimated earnings potential
Gross profit potential
This form should be an estimate of the sales and profit potential once the station is under your management.
Annual
Gallons
cents/Margin Monthly
Annual
Gasoline
per
per
profit $
profit$
Self-serve products
volume
month
X
gallon
=
potential
potential

Apex Regular Unleaded

$________

Apex Midgrade Plus

$________

Apex Premium

$________

Apex Premier diesel

$________

Subtotal (self-serve products)

ANNUAL_________________________

PER MONTH____________________________

Total gasoline volume

ANNUAL_________________________

PER MONTH____________________________

(a) Total gas/diesel fuel sales

$
$__________
___________________________________________________________________________________

Service-related

Annual

$ Sales

Gross

Monthly

Annual

sales

per
month

profit %

profit
potential

profit $
potential

Product/sales

Motor oil

$________

Lubrication

$________

Tires

$________

Batteries

$________

Parts/accessories

$________

Labor
Total sales

$________

$________

ANNUAL________________________

PER MONTH________________________

(b) Total service-related product/sales

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Food Shop/pumper/
salesroom

sales

Annual
per
X
month

$ Sales
profit%=

Gross
profit
potential

Monthly
profit
potential

Cigarettes/tobacco

$________

Beer/wine

$________

Soft drinks (cans, bottles, etc.)

$________

Candy/gum

$________

Deli

$________

Snacks/chips/cookies

$________

Grocery

$________

Breads/bakery

$________

Dairy

$________

Health/beauty care

$________

Newspaper/magazines

$________

Oil/automotive

$________

Sandwiches/fast-food

$________

Fountain drinks

$________

Vending

$________

Other (Specify)

$________

Other (Specify)
X
$
$________
Total Sales
ANNUAL____________________________
PER MONTH_____________________________
__________________________________________________________________________________
Total Food Shop Gross Profit
$
$________
__________________________________________________________________________________
Annual
$ Sales
Gross
Monthly
Annual
Sales
per
X
profit % =
profit
profit
Carwash/other sales
month
potential
potential
Carwashes

$________

Vacuum

$________

Lottery

$________

Other (specify)

$________

$________

Other (specify)
X
Total Sales
ANNUAL____________________________
__________________________(d) Total carwash/other gross profit
A. Total gross profit potential (a+b+c+d)
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PER MONTH_____________________________

$
$

$_________
$
___

Annual

Station expenses (does not include any loans.)

__________________________________________________________________________________
Monthly
Annual___
Employee wages
$
$________
Employee benefits
$
$________
Payroll Taxes (FICA, State, Federal)
$
$________
Outside labor
$
$________
Advertising/promotion/merchandising
$
$________
Office supplies
$
$________
Rent (gross rent)
$
$________
POS/Micro-Max charge
$
$________
Other equipment rental
$
$________
Station supplies
$
$________
Laundry/uniforms ___ Buy ___ Rent
$
$________
Maintenance and repair
$
$________
Licenses and taxes
$
$________
Station vehicle
$
$________
Utilities
$
$________
Phone
$
$________
Professional fees (accounting/legal)
$
$________
Credit card processing fees (Apex and bank cards)
$
$________
Cash shortages
$
$________
Bad debt
$
$________
Discounts/refunds (other than credit-card fees)
$
$________
Insurance (contents, liability, etc.)
$
$________
Workmans compensation
$
$________
Bank charges
$
$________
Environmental services
$
$________
Franchise fee (If applicable) Apex C-store (10% on Gross)
$
$________
Depreciation
$
$________
Travel and entertainment
$
$________
Personnel training
$
$________
Trash removal
$
$________
Other (specify)
$
$________
Other (specify)
$
$________
B. Total station expenses
$
$________
C. Operating profitsubtract B. from A.
$
$________

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Personal living expenses and profit demand worksheet

Estimated personal living expenses

_________________________________________________________________________
Expenses

Monthly obligation

Home mortgage/rent
$
Gas/electric/water
$
Phone
$
Groceries
$
Car payments
$
Car expenses (gasoline/maintenance)
$
Car insurance
$
Home insurance
$
Life insurance
$
Retirement/savings
$
Health insurance
$
Unreimbursed medical expenses
$
School obligations (loans, private school expenses, etc.) $
Home maintenance
$
Taxes (real estate, personal property)
$
Entertainment
$
Vacations
$
Personal needs (clothing, gifts, etc.)
$
Other (including alimony payments, current loan payments, etc.)
1.
$
2.
$
3.
$
4.
$
5.
$
D. Total personal living expenses
$

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Annual obligation

$__________
$__________
$__________
$__________
$__________
$__________
$ _________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________
$__________

Profit demand (net profit needed to meet monthly personal and business expenses.)
Monthly
Annual

Personal living expenses (D) (previous page)

$__________

Reserve for income tax and FICA*

$__________

Total loan payment

$__________

E. Total profit demand

$__________

Business note and loan payments (be specific)

(This section reflects a potential loan for this station)
Monthly principal

$___________

Monthly interest

$___________

*Estimate the reserve for income tax (discuss with your accountant)
(See the next page for capital improvement plan)

Annual net cash flow

Subtract total profit demand from net profit (page 4).
C. Annual operating profit (page 4)

$ _________

D. Annual total profit demand

$__________

Annual net cash flow (+ or -)

$__________

(See the next page for capital improvement plan)

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Capital Improvement Plan (For the next 12 months)

Deposited to capital improvement fund
Updating equipment and modernizing your location will contribute to increased sales and gross profit.
_____________________________________________________________________________________
Full-Facility equipment
Monthly
Annually
1.

$_______

2.

$_______

3.

$_______

4.

$_______

Food Shop equipment

1.

$________

2.

$________

3.

$________

4.

$________

1.

$________

2.

$________

3.

$________

4.

$________

1.

$________

2.

$________

3.

$________

4.

$________

Total capital improvement fund

$________

Car Wash

Pumper equipment

6 of 18

Investment requirements
Products/merchandise inventory investment requirements
Note: Gasoline inventory is not required for MMP locations.
Product*

Present
inventory

Additional
needs

Total
inventory

Total value

Motor fuel (gallons)**

$_______________

Apex Regular Unleaded

$_______________

Apex Midgrade Plus

$_______________

Apex Premium

$_______________

Apex Premier diesel

$_______________

Motor oil (gallons)

$_______________

Lubricants (pounds)

$_______________

Tires (units)

$_______________

Batteries (units)

$_______________

Accessories ($)

$_______________

Antifreeze ($)

$_______________

Cigarettes ($)

$_______________

Beer/soft drinks ($)

$_______________

Fast-food products($)

$_______________

Remaining Food Shop

$_______________

1.

$_______________

2.

$_______________

Other (specify)

F. Total products/merchandise inventory

$_______________

*Some product categories may not apply to potential operation. Complete this section for applicable products only.
**Fill out only if station will not be on Meter Marketing Plan (MMP); refer to Disclosure Document.

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Service-related equipment * Schedule 1

Complete Schedule 1 and include in total equipment inventory on page 11.

Equipment

Present
value

Additional
equipment

Total
investment

Air-conditioning service

$_________________

Freon recycler

$_________________

Battery charger/testing equipment

$_________________

Electrical system testing equipment

$_________________

Lube equipment

$__________________

Brake lathe

$__________________

Other brake service equipment

$__________________

Cooling system flush/fill unit

$__________________

Service jack(s)

$__________________

Engine analyzer

$__________________

Other motor tuneup and testing equipment

1.
$

$__________________

2.

$__________________

Tire changer

$__________________

Electronic wheel balancer

$__________________

Other tire equipment

1.

$__________________

2.

$__________________

Wheel alignment equipment

$__________________

Environmental equipment

$__________________

Other service bay tools and equipment

1.
$

$__________________

2.

$__________________

3.

$__________________

Service vehicle(s)

$__________________

Total Service-related equipment

(Schedule 1)

$__________________

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General service station equipment * Schedule 2

Complete Schedule 2 and include in total equipment inventory on page 11.
Equipment

Present
value

Additional
equipment needs

Total
investment

Carwash equipment

$_________________

Cash register

$_________________

Center gondolas and wall shelving

$_________________

Cigarette racks

$_________________

Coffee brewer

$_________________

Cooler/freezer

$_________________

Fire extinguishers

$_________________

Freight, taxes, and installation

$_________________

Hot chocolate dispenser

$_________________

Hot dog warmer

$_________________

Ice machine

$_________________

Jet spray machine

Micro-Max console

$_________________

Microwave oven

$_________________

Nacho dispenser

$_________________

Nozzles/swivels/hoses

$_________________

Popcorn machine

$_________________

Signage/brackets

$_________________

Slush machine

$_________________

Trash barrels

$_________________

Vacuum cleaner

$_________________

Windshield service containers

$_________________

Other fast-food equipment

1.

$_________________

2.

$_________________

3.

$_________________

(continued on the next page)

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____________

General service station equipment (Contd)

Equipment

Present
value

Additional
equipment

Total
investment

Other furnishings

$________

Miscellaneous

$________

Environmental equipment
Total general service station
Equipment (Schedule 2)

$________
$_______________

G. Total equipment inventory (Schedule 1 plus Schedule 2)

$_______________

Summary of investment requirements

Total from Line F (Products/Merchandise Inventory, Page 8)

$________

Total from Line G (Equipment Inventory, Page 11)

$________

Gasoline deposits (MMP or MRM)

$________

Utility deposits

$________

Tax deposits

$________

Other deposits

$________

Insurance premiums (specify period covered)

$________

Licenses and permits

$________

Dealer Training School (Chicago)

$________

Franchise fee (if applicable)

$________

Grand Opening

$________

Working Capital Fund*

$________

I. Total investment requirements

$________
*Working Capital requirements for a new dealer should equal three times (3X) the monthly business expenses. See Total Station
Expenses (B) on page 4.

Cash available for investment (from Personal Financial Statement)

$_______________

Total investment required

$_______________

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Staffing and compensation

What are your plans for the number of employees on duty at the station (excluding yourself)?
Please indicate below.
Staffing
1st shift

2nd shift

3rd shift

Number of employees-full time

Number of employees-part time
1.Projected monthly payroll (excluding yourself) $______________________.
2.Indicate your pay scale for the various positions at your station, including incentives and commission.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
3. Describe what you have considered in setting employee pay levels.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
4. Describe your uniform policy and how you will implement it.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
5. Describe your employee benefit plan.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
6. Describe your plans for Employee Reward and Recognition.
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
7.

Who will write or create your Station Policy Manual? ______________________________________

___________________________________________________________________________________________
What important areas of your business will cover in the manual?
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________

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Employee recruitment plan

Describe how you plan to recruit for the following positons:
Store manager
________________________________________________________________________________________
________________________________________________________________________________________
Customer service representative (cashier)
________________________________________________________________________________________
________________________________________________________
Technician
________________________________________________________________________________________
________________________________________________________________________________________
Driveway customer service representative
________________________________________________________________________________________
________________________________________________________________________________________
Training plan
What are your training and development plans for personnel at your service station? What training do you
plan to emphasize and who will be responsible for the training? Please be specific.
Dealer
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
New employees
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Experienced employees
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Do you plan to attend/participate in Apex-sponsored training/information meetings? Yes__
No__ Please explain.
________________________________________________________________________________________
________________________________________________________________________________________

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Merchandising/sales promotion
Gasoline
Identify two specific goals to increase gasoline volume and gross profit and the action steps to accomplish
your goals.
1. Goal:___________________________________________________________________________________________________________________
Actions:__________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
2. Goal:__________________________________________________________________________________________ ________________________
Action:___________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

Food Shop (if applicable)

Identify two specific goals to increase Food Shop sales and gross profit and the action steps to accomplish
your goals.
1.Goal:___________________________________________________________________________________________________________________
Action:___________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
2. Goal:___________________________________________________________________________________________________________________
Actions:__________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

Full Facility (if applicable)

Identify two specific goals to increase Full-Facility sales and gross profit and the action steps to accomplish
your goals.
1. Goal:___________________________________________________________________________________________________________________
Actions:__________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
2. Goal:___________________________________________________________________________________________________________________
Actions:__________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

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Grand opening plan

Please create a grand opening plan to get your business off to a solid start.
Length of time:
________________________________________________________________________________________
Opening goals
Gasoline volume____________________________________________________________________________________________________________
Non-gasoline sales__________________________________________________________________________________________________________
Other_____________________________________________________________________________________________________________________

Advertising plan and budget

________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Promotion plan and budget
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Signage/POP
________________________________________________________________________________________
_______________________________________________________________________________________
______________________________________________________________________________________
Other
_______________________________________________________________________________________
______________________________________________________________________________________

14 of 18

Advertising (other than grand opening)

Describe your 12-month advertising and promotion plans. Be specific in your plans.
Advertising and promotion goals:
1.________________________________________________________________________________________________________________________
2.________________________________________________________________________________________________________________________
3.________________________________________________________________________________________________________________________
4.________________________________________________________________________________________________________________________

Plan specifics:
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Customer Focus
Describe your station policy on Quality Customer Service. Be specific in describing what you will do to
provide your customers with quality products and services.
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

15 of 18

Competitor survey
Gasoline
1. Rank the competitors in your trade area and list them in the key competitors column. Number 1
is the most competitive station in your area, etc.
2. Record actual or estimated gasoline volume in monthly gas volume column.
3. Write FF (Full Facility) or FS/P (Food Shop/Pumper) in the Facility Type column.
4. List the lowest cash price for all grades of gasoline in the lowest cash price columns.
5. Indicate whether there is a carwash at the locations and if so, what type.

Rank

Key
competitor
and location

Estimated
monthly gas
volume

Facility
type

Lowest cash price

Unleaded Midgrade Premium Diesel

1.

2.
3.

4.

5.

6.

7.

16 of 18

Carwash
Yes/No
&
Type

Competitor Analysis
Based on your competitor survey and analysis of the market, what advantages does the prospective Apex
service have vs. the competition? List specific steps you will take to effectively compete in your market and
increase your business.
Competitor #1
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
Competitor #2
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
Competitor #3
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
Competitor #4
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
Competitor #5
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
Summary:
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________
_________________________________________________________________________________________________________________________

17 of 18

Accountant checklist
Use the following checklist to discuss your business needs with your accountant. Be prepared to discuss your
accountants service.
Check off the services your accountant provides in the spaces below.
____Familiar with retail petroleum operation and accounting systems.
____Strong background in current tax laws in order to advise, analyze, and select the most advantageous
method of accounting to reduce the tax liability of the business.
____Analyzes and selects the most advantageous method of depreciation for fixed assets and takes advantage
of all applicable investment tax credits.
____Requires an actual monthly physical inventory of all merchandise.
____Requires purchase and expense vouchers in addition to checkbook stubs.
____Keeps current on changes in employment laws, tax structures, and reporting requirements.
____Furnishes a monthly Profit and Loss Statement departmentalized with sales data, gross profit, and
expenses.
____Furnishes gross profit percentages on all non-gasoline departments.
____Furnishes a monthly Balance Sheet that reflects assets, liabilities, and net worth or business value.
____Furnishes a monthly Cash Flow Statement that provides a detailed analysis of the business cash flow.
____Furnishes all monthly, quarterly, and annual business and personal tax liabilities.
____Payroll tax deposits
____Quarterly estimated income taxes
____Payroll taxes and W-2s
____Personal income taxes
____Sales taxes
____Partnership income taxes
____Diesel taxes
____Sub-S income taxes
____Business and self-employment taxes
____Corporation income taxes
____Analyzes key financial ratios to track the trends of the business and advises accordingly.
____Furnishes monthly business management advice and counsels on changes that assist in planning for a
more profitable future.
The undersigned certifies that the information contained in the Business Station Plan is true and correct.
The information was gathered and completed by the undersigned.
Signature________________________________________________________________________________________________________________
Date_____________________________________________________________________________________________________________________

Thank you for completing the Apex Service Station Business Plan.
18 of 18