Market Analysis on DIY Auto-Shops

Market Analysis The DIY (do-it-yourself) concept is one that has been becoming increasingly popular over the last decade. While self-service garages have been expanding on the west coast, the market for them on the east is wide open. With the recent recession, many car owners experiencing minor issues, or wear-and-tear might be hesitant to bring their automobile to a professional auto-repair garage, in fear of ending up with a bill they can’t afford. A self-service garage targets those individuals who have the capabilities and knowledge of fixing their own vehicle, but do not necessarily have the tools (expensive ones such as hydraulics) or locations (a heated and well-lit garage) to do so properly and comfortably. The target market for (name here) is roughly 90% male, ranging from ages 18-65, with an annual income between 20,000-80,000. The lower to lower middle economic classes would benefit greatly from these services, as they showcase a part of the population that is more likely to revise their spending habits in light of the current economic affairs, and opt for a more frugal option of self –repair instead of going to a mechanic. The market for (___) is ideal in Philadelphia (Center City area), which is an urban, heavily populated city. Many residents rent apartments, own condos, or live in homes that either have tiny garages or simply none at all. Even if an individual possesses the ability to tend to their own repairs, they do not have the space. A self-service garage tackles this very specific and unattended niche in the market by providing a clean, monitored environment for someone to work on their vehicle, complete with professional level tools and equipment. In addition to residents with not enough space, another target group is college students. There are 19 colleges in Philadelphia, 7 of which are in close proximity to Center City. The most heavily concentrated area is in West Philadelphia, which is known as University City, and is home to