2. BUSINESS PROFILE

2.1 Business Name

The chosen name is Wheels Alive! “Wheels” covers all elements of motoring, off-roading, motorsport and even biking – allowing brand extensions into all of these specialist areas without the need to amend the brand name. “Alive” conveys movement, excitement and allows for a strong association with the ‘moto-tainment’ aspect mentioned in Point 1.

The full Wheels Alive! name can also be easily applied to brand extension businesses such as a driving school, online shop, and racing/rally driver training schools.

2.2 Description of the business

Basis of business

Motoring publishing/media group, with provision for future brand extensions in the automotive field

Business structure

Partnership

Locatiion

11 Serengeti Crescent, Allandale Business Park, Midrand

Reason for opening

The generalist motoring magazine sector in South Africa has one dominant player which is slow-moving, hidebound and shows little appetite for innovation. It is regarded as difficult to deal with and inflexible by advertisers and marketers – and staid and boring by readers.

The other players in this market are tiny by comparison, with small circulations and niche audiences. They live a hand-to-mouth existence and are generally regarded by the public as “being in the pockets” of the motor industry and/or its advertisers, and lack impartiality and credibility. Wheels Alive! seeks to become a strong number two to the industry leader and a viable, credible, highly entertaining and innovative alternative for consumers and advertisers.

Target market

Predominantly males aged 28-60, in the higher LSMs, who are interested in motoring, motoring lifestyle, touring and off-roading. They will not necessarily be dyed-in-the-wool petrol-heads.

Keys to success

To be able to provide ‘moto-tainment’ with panache, yet be critical, ethical and impartial. Motoring and its various aspects must be explained and the audience must not be ‘talked down to’. To be flexible and professional when dealing with advertisers and marketers, including a willingness to introduce multi-media marketing packages once the various media channels and brand extensions are in place.

Growth trends

For the newly-emerging market, owning your own ‘new’ or quality ‘used’ vehicle has moved from being a pipedream to a reality, resulting in greater interest in all things motoring – including the ability to travel by road to new places, explore off-road and generally enjoy the motoring lifestyle. As a result, the thirst for automotive knowledge and information is greater than ever before in South Africa.

While automotive sales (particularly new) can fluctuate markedly, this should not be taken as a lack of interest in motoring by consumers – or, indeed, by advertisers and marketers, who are all desperate to gain/retain their slice of the business pie. Long-term prospects for media platforms (whether print, electronic or other) catering to this market are therefore extremely positive.

Training & skills

The Wheels Alive! partners have senior-level skills in general management, accountancy and publishing (Johan Blignaut) and journalism/editing (Bernard Plaatjies). Collectively, the pair has approximately 15 years experience in the automotive sector, plus experience in other sectors.

Key staff (sales manager, journalists, layout artist) have already been identified by the partners and sounded-out (on a confidential basis) about joining a possible new venture. Experienced and skilled support staff are readily available in the Greater Johannesburg/Pretoria region and will be recruited in the normal manner.