Mad Keen Motors is a family-owned business located in Backwater Downs, a suburb of London. It has been under the ownership of the Keen family for 35 years and has grown from a single mechanical repair shop to five locations that deal with body and mechanical repairs, vehicle storage and towing, washing and valeting and used car sales.

This plan is an internally-produced document, detailing the potential effects of adding website to the company. Mad Keen Motors is an additional customer support element for all our garages. This website provides basic advice on car care, staff information, location and offers regular discounts for site visitors.

Although our current telephone-based and face to face customer service is outstanding, potential customers need to make contact with us in order for them learn more about us. The majority of new business we get comes from happy customers referring others. We hope to make the referral process easier, by encouraging existing customers to point out our website to their friends, colleagues, neighbours and family members, building familiarity with our company long before they need emergency car care or consider buying another car. The “advice” section will be crucial in establishing customers’ trust in our expertise, as will our affiliation with nationally-syndicated car experts.

Mad Keen believes that helping local customers will help them to become more successful. This will allow them to establish trust and build relationships with potential and existing customers.

1.1 Mission

Mad Keen Motors provides exceptional automotive care and service, no matter whether our customers need major body work, a new car, or a simple wash and polish.

Success Keys 1.2

The keys to success for the company’s website will be:

1. A comprehensive and complete list of questions and answers to encourage customers to return to this site whenever they have problems with their car.
2. Customers can get additional expert advice that is timely and thorough.
3. Offering Web-based promotions that will encourage customers to book cars into the garage through the website.
4. Communication to residents and businesses in the area about the existence of this site.
5. Encourage existing customers and friends to recommend the site.

1.3 Objectives

Mad Keen Motors website’s objectives are:

1. To drive traffic from the website to the garage.
2. To expand the community of Mad Keen Motors customers.
3. To provide customers with a substantial list of questions and answers regarding typical car repairs.
4. To make it easy to book service and repair calls.