ring and reg
DESCRIPTION
Ring and RegTRANSCRIPT
ANPR Ltd Trading as RING®Created By Trevor Whitehouse
Chairman & Founder 2007 Saturday 22nd August 2009
Business Plan2009
Executive Summary
Executive Summary
ANPR Limited (UK registration 6129797) is the trading proprietor ofRING®.
The concept of RING® is a membership scheme that holds and matchesthe registration number of a vehicle to the motorist (members) credit carddetails. Using Automatic Number Plate Recognition (ANPR) the member'svehicle, upon entry to the car park or toll barrier is instantly recognised asknown to the company. The cost of the stay or passage is calculated anddeducted from the members credit card, and the motorist (member) receivesa text message as to the charges levied on exit.
RING® is a new innovation to the UK car parking management sector andinitially ANPR Ltd will target its marketing effort on car park operators andowners, property management companies and procurement officials withinthe public sector including hospitals, councils and railways.
ANPR Ltd anticipates that the RING® Scheme on a reasonably busy 1,000space car park will take £2,000 per space, per year (Gross profit 10%).Assuming the company sell and install two new 1,000 space sites per week inone year and with a predicted membership of just one hundred thousandsubscribers with a minimum members deposit of five pounds, the estimatedgroup turnover is -
Commission on Car Park fees £11,406,100
Profit from SMS text messages £67,050
Sign Rental £600,700
Total £12,073,850
Other Incomes
Deposit in hand £500,000
Fixed Penalty Notices £1,540,000
Vehicle Immobilisation £1,400,000
Total £3,440,000
RING® for a Simpler Stay
03Contents
Contents
The Concept2 Executive Summary3 Contents
The Product 5 Hardware6 Software7 Proprietors Agreement10 Enforcement
Hand Over Period
The Target Market12 Group 1
Group 2Group 3
13 Feeder Lanes
Costs & Overheads14 Company Formation
Business Formation cost Intellectual Property
14 Letterheads and logo's 17 Marketing Costs21 Accountant Management22 Production Costs
Installation costsOn-going costs
23 Vehicles
Staff & Recruitment25 Present
FutureRequirements TrainingManning LevelsTelephone Auto Attendant
Website & Database29 Web Integration30 Functionality
Marketing34 Direct sales
Company Structure35 Sales Plan
Company Structure36 Formation
Manning levels Out side contractors Suppliers Aids and advisor'sResources
37 Certificate of Incorporation
04 Contents
Finances 38 Estimated turnover40 Profit Margins 41 Cash Flow 42 Budgets 43 Overheads
Forecasts44 Profits & Loss Forecast
S.W.O.T48 Strengths
Weaknesses Opportunities
49 Threats
Sensitivity Analysis 50 Minimum Profit required
Minimum Sales Figures
Questions Answered 51 What was the context in which the technology was developed?
How large is the organisation? What is the history of technological development within the organisation?
52 What prompted the development?When and where did the project take place?What were the time-scales?What improvements was the technology intended to make?
53 What changes were identified?What were the problems the current technology faced?What cost savings or efficiency gains were planned?How was the technology developed?
54 Who was consulted and to what effect? What obstacles had to be overcome?Were sensible performance measures in place to judge the success of the technology?How was the project led and managed?
55 What results did the technology achieve, both directly and indirectly? How did the technology improve service/performance? How will the technology be accepted? Is the technology environmentally friendly? Is the technology cost-effective?Extremely so in comparison to existing Pay & Display.
56 What are the long term benefits of this technology?Is the technology transferable? What benefits does the technology bring as regards to Civil Enforcement?What benefits does the technology bring to the general public?
Becoming a Member57 Becoming a Member58 The Proprietor
Trade Associations 59 The British Parking Associations
The DVLA Approved Operator SchemeThe Institute of Parking Professionals
05The Product
Hardware
The system uses specially designed ANPR Cameras that have the ability toremove head light glare, recognise number plates at high speed over longdistances from acute angles in poor lighting conditions and extreme weather.The cameras require high shutter speeds, variable lenses, IR (Infra red)illumination, IR Cut Filters, heated and fan assisted housings, PTZ (Pan Tiltand Zoom) is not required.
A multi port port DVR: (Digital Video Recorder) analyses the relevant numberof cameras at 25fps frames per second searching for motion, then numberplates. Having located the number plate it will cross reference the databaseto determine whether or nor the vehicle belongs to a member of the schemeand whether or not it is entering or leaving a scene and then acts accordingly.
Access to the Web: Robust and reliable routers that access the internet usingADSL or higher speed of course is the essence.
An on site PC and DVR, which is basically a personal computer speciallydesigned for CCTV operation commonly known as a DVR *Digital Videorecorder (particularly engineered for Digital Signal Processing (DSP)) Monitor,Keyboard mouse and printer.
Servers: strategically placed to provide instant access for data andphotography retrieval.
A Tri-box¨ telephone Auto Attendant answering machine: with the facility tohandle thirty telephone calls simultaneously permitting the motorist theability to register during a call using Voice recognition software. See page 31.
06 The Product
Software
The Company has developed its own software which not only eliminates theneed for re-licensing each site annually, but permits the designers the abilityto add and expand, modernise and integrate as and when required.
The design team feel at this period, that the company product could bedescribed as one of the best in the UK and perhaps placed in the top ten inthe world.
With the introduction of Ondrej Martinsky from Brnu University, Slovakia onthe 2nd of November and the fact that the company owns the source code,the company can even surpass the companies own capabilities. Ondrej is aMaster of Science and engineering with specialities in Number plate patternrecognition and neural networking.
The software is written in C++ using a Java interface and will be compiled into'Assembly' then embedded into the DSP (Digital Signal Processor) of the DVR(Digital Video Recorder). Similar to installing a new television and an on-screen menu.
The same algorithms will be used to produce 'Sesame' and 'Cheater' whichalong with RING® constitutes just three of the twenty-two programs thatmake up VPScript¨.
The software is similar to a home PC and its virus checker as it updates itsdatabase and software modifications daily.
07The Product
Proprietors agreement
The agreement has been formulated and is already in use.
The contents of the agreement are the creation of the writer and finalised byJames Cuzons, barrister at law.
A4 in size, Black upon white, the typeset in Arial on NCR double sided paperwith a terms and conditions on the year and a schedule on the front, it givesa clear and concise interpretation of expectations. It is based upon thealready successful, tried and tested Private Parking agreement used byNational Clamps (Hereinafter known as NC). Its inauguration was in 1989 andhas been constantly updated as and when required.
A sample is available overleaf.
COMPANY/PROPRIETOR AGREEMENT.
Shereton House, Preston, PR12QP
Telephone 01772 882 999This agreement : is made between ANPR Ltd (UK company number 6129797) hereinafter referred to as "The Company" and The Landowner/Proprietorhereinafter referred to as "The Client" as notated in and whilst operating at the property specified in the schedule below.
The Company will provide to the Client (herein defined as the landowner or proprietor or managing agent for the landowner), specifically designed ANPRcameras, computers, and routers, at the cost to the client as specified in the schedule below, such equipment is to operate twenty four hours per day andto monitor the area utilising the web.
It is the client's responsibility to provide the best available ADSL broadband where possible together with requisite safe power supply (at no cost to theCompany) And in the unlikely event that electricity or access to the web has been interrupted, it is the responsibility of the client to ensure that allequipment is reignited and functioning correctly. Meanwhile the company cannot be held responsible for any lost revenue to either the client or theCompany in such an event. It is the Client/s responsibility to arrange and hold adequate insurance to cover all normal risks in respect of the ANPRequipment that is on the Client/s site.
Signs declaring 'RING® MEMBERS ONLY' will be placed where bound to be seen from a vehicles parked position to ensure conformance. Shouldthey become damaged, defaced, or torn down, they will be replaced as a matter of urgency. It is the responsibility of the proprietor to notify the companyof the deformation of said signs. These signs warn that parking a vehicle without following the guidance on the said signs will cause the company to'Breach this Contract' with the proprietor. Signs placed at the entrance have no legal significance.
When the payments reach ninety percent, then it is a requirement of the Company that all other forms of collection must cease. This period is defined as"the handover period" when the company will guarantee the client one hundred percent of the actual revenue. All visitors to the site will be subsequentlycharged as prescribed by the Client. The responsibility of the collection of parking fees will then rest with the Company and all revenue, less agreedexpenses incurred, will be deposited into the Client's chosen bank account. On an agreed day of the week/month and the subsequent anniversary thereof.
Prior to 'Handover' all non Members that visit the site will be given a predetermined and agreed upon time to register, failure to abide will result in a FixedParking Notice being issued via the post for liquidated damages. A 50% discount is permitted if payable before 10 days with 30 days to pay the remainingfee and escalating charges thereafter. Following Handover, further infringement can expect vehicle immobilisation. The proprietor permits the collectionof any outstanding fees which have occurred on other sites.
Contract Parker's, Staff, Auxiliary workers. All can be added /removed to your granted list. Not making the necessary amendments to this granted list willlead to unnecessary penalisation and costs involved. We are keen to help avoid this issue from arising but we cannot incur unnecessary and avoidablemistakes, permits will be supplied free of charge on a requirement need basis.
All photographic evidence is the sole property of the companies and will be destroyed after 3 months unless a court hearing has been instigated. In theunlikely event this occurs then the proprietor will be expected to provide all necessary non fiscal help and in doing so, the company will indemnify theclient / proprietor 100% against any form of prosecution.
The fee of £50 per sign per year fractionally covers the cost of the installation and maintenance of said signs/cameras. Least alone Public and employeesliability insurance these are all subsidised by the penalisation of those who cause a breach of this contract. These fees certainly do not cover the cost ofthe removal of signs nor the equipment and these must be returned no less than 14 days prior to agreement termination.
This agreement is for an initial period of one year and thereafter and is subject to termination in accordance with the terms and conditions set out overleaf.This agreement is made between ANPR Ltd and the client/proprietor named below for the provision of providing an alternative to pay and displaymachines at the premises named below. ANPR agrees to carry out its obligation is clause 3 overleaf in consideration for the charges for the terms andconditions set out overleaf. The Authorised signatory on this agreement has been granted sufficient Legal commendation that would not be questionedby the proprietor.
SCHEDULE
RING®® is the trade mark of ANPR Ltd who is registered in England & Wales as a company No 6129797 ANPR Ltd. is wholly owned by ANPR Ltd. of the British Virgin Isles Reg No: 1397353
Site Address Post Code
Name No of Permits £ N/A
Company No Of Cameras £ N/A
Address No of Routers £ N/A
Other Considerations £ :
Town/City Vat Number: No Of Signs @£50 £ :
Post Code Email address: Vat: £ :
Tel. Fax: Mobile: Total Payable: £ :
Signature on behalf of Client Signature on behalf of the Company
Name Block Capitals Company Name Block Capitals
Commencement Date / /
Terms & Conditions
RECITAL : ANPR Ltd (a company registered in England and Wales, Company Number 6129797) hereinafter referred to as "TheCompany", has developed a parking system using Number Plate Recognition software to determine the duration of which a vehicle has,upon entry to the landowners / proprietors car park, and stayed upon the proprietors car park. The system uses appropriate software totime stamp all vehicles that enter and leave the site, and the driver/registered keeper will be charged by the Company in respect of thatperiod of time. The Company have developed the system to be known as RING® (trademark pending)
1. DEFINITIONS: The Following terms shall have the following meanings 1.1 Conditions : The provisions set out below which shall be incorporated into this agreement in its entirety. 1.2 Payments. The amounts specified in the schedule overleaf or as otherwise may be agreed from time to time by the parties and confirmed in writing
by the Company to the Client. 1.3 Premises :Premises. Property including land, car parks, off road drives, roads or other places listed in the schedule overleaf.1.4 Term. An initial period of one year from the commencement dare and thereafter from year to year unless terminated by the provisions of paragraph
four below.1.5 Warning Signs/Notices : Signs placed around the premises that enlighten a motorist that a parking control system is in place and that failure to
heed the warning of non compliance to the terms and conditions of those signs will indeed result in damage/debt recovery.1.6 Equipment : Cameras, Routers, Computers ADSL Modems anything belonging to the Company and used at these premises by ANPR Ltd, its
franchisee's, Approved agents, subcontractors or members of staff that monitor, recognise and indemnify motor vehicles that wish to use thepremises and pay for that privilege. Likewise to recover damages from those that fail to pay.
1.7 Damages. Such sums displayed from time to time on the warning signs (referred to in 5 above) which a trespassing motorist must pay of theychoose to park on the premises in a manner that is not prescribed as the proprietor's wishes. The Company may recover these damages (andreasonable collection costs) by any lawful or UK civil court proceedings.
2. ANPR OBLIGATIONS2.1 ANPR Ltd. From the commencement date and during the term unless and until determined in clause 5 and 6 shall: 2.2 Erect and place car warning signs on the premises of the client and thereafter maintain in good repair and to effect such repair and maintain and
repair promptly on receipt of written notice from the client that such repairs are reasonably required. 2.3 Install ANPR cameras at all of the entrances and exits on the premises of the client and thereafter maintain in good repair and to effect such repair
and maintain and repair promptly on receipt of written notice from the client that such repairs are reasonably required. 2.4 To provide good car park management by such reasonable and industry recognised methods including, but not limited to wheel clamping and fiscal
punishment.2.5 ANPR Ltd must insure, keep insured its employee's, franchisee's or subcontractors for any personal injury or death caused by them in the course
of carrying out their duties for the client and unless such injuries shall be due to the act of neglect or default of the client or any person for whomthe client is responsible. ANPR Ltd will indemnify the client against all such actions claims and demands in respect of injury.
3. CLIENTS OBLIGATIONS3.1 To pay ANPR Ltd the sums agreed in respect of provision, erection and /or installation of the ANPR equipment and warning signs as specified in
the schedule, such sums to be paid prior to the erection of the signage and equipment.3.2 To pay the annual sums agreed in respect of maintaining the warning signs and equipment as specified in the schedule in full within 14 days of
being notified of such sums being due on each anniversary of the commencement date. 3.3 To pay VAT. on all sums and costs due or incurred under this agreement. 3.4 To insure, keep insured and indemnify ANPR Ltd against accidental damage to premises caused by securing the signage and equipment to the
walls and in respect of the attachment or removal of wheel clamps i.e. tarmac the client must indemnify ANPR Ltd against all claims, actions anddemands in respect of such accidental damage.
3.5 To inform ANPR Ltd of any vehicle which parks on the premises without permission /authority or not in accordance with the warning signs3.6 To inform ANPR Ltd in writing of the need to repair or replace any faulty equipment or damage to the warning signs 3.7 To permit any employee, franchisee, or sub contractor of ANPR Ltd to enter upon the premises to perform their duties under this agreement3.8 To give ANPR Ltd not less than 14 days written notice of cancellation of the contract, prior to the end of the initial term of one year or any subsequent
anniversary thereof, and return all signage and equipment to ANPR's head office by recorded delivery on cancellation of this contract. 3.9 To provide any non financial support required by ANPR Ltd to defend any litigation made by third parties as a result of the services provided by
ANPR Ltd its Agents franchisee's or employee's 3.10 To provide ANPR Ltd reasonable facilities for the placement and removal of warning signs and the ANPR Equipment3.11 To ensure that the premises the subject of this agreement are at all times under full control of the client and that no other party has an interest in
or has rights over the subject property and / or land3.12 To inform ANPR Ltd in writing of the sale/disposal and/or change of managing agents immediately as soon as such change occurs
4. TERMINATION4.1 If any of the payments or any part of them shall remain unpaid for a period of 14 days after the sums shall have become due or the client is in
breach of any of his obligations ANPR Ltd may give the client 7 days written notice to terminate this agreement unless such sums shall have beenpaid before the expiration of such notice or such breach of obligation has been remedied, this agreement upon such expiration terminate and ANPRLtd obligations under it shall cease but without prejudice to the liability of the client in respect of such or other breach of this agreement.
4.2 Both parties shall be released from their respective obligations in the event of prohibitive National or local Government regulations statute or byelaws or other cause beyond the control of the parties whereupon all payments due under this agreement shall be paid immediately.
4.3 This agreement may be terminated at any time by either party giving 14 days written notice of its intention not to continue with the contract. In theevent of termination after the start of any subsequent term, the sums of the full term shall remain due.
5.GENERAL5.1 Each party shall be liable to pay the other damages for any breach of contract of this agreement and all expenses incurred by that party in enforcing
its rights under this agreement5.2 Headings contained in this agreement are for reference purposes only and should not be incorporated into this agreement and shall not be deemed
to be any indication of the meaning of clauses.5.3 The client may not transfer or try to transfer any of your rights and responsibilities under this Agreement 5.4 This agreement shall not confer any benefit on a third party under The Contracts [Rights of Third Parties] Act 1999 5.5 English Law will apply to this agreement and any disputes will be settled in the Courts of the United Kingdom. 5.6 If a clause or condition of this Agreement is not legally effective, the remainder of this Agreement shall be effective. ANPR Ltd can replace any
clause or condition that is not legally effective with a clause or condition of similar meaning that is.
RING®® is the trade mark of ANPR Ltd who is registered in England & Wales as a company No 6129797 ANPR Ltd. is wholly owned by ANPR Ltd. of the British Virgin Isles Reg No: 1397353
10 The Product
Enforcement
Using the threat of Fixed Parking Notices and vehicle immobilisation a sitecan easily be managed, converted and maintained.
Signs that deliver an unequivocal message must be placed Òwhere bound tobe seenÓ, enlightening a would be offender as to the consequences of theiractions. Public awareness of vehicle immobilisation is premium at the presentand is an extremely potent tool in latter day car park management.
There is a need to introduce a 'Hand over period'. You cannot enforce anyinfringement whilst tickets are available on the car park, this would not onlycreate confusion, but could provide an offender with the opportunity toobtain a valid ticket from unauthorised means.
Hand over period
It is essential and good PR to have a minimum period of six weeks betweenthe out going 'Pay & Displays' machines and the incoming RING® system.
Signage will encourage the change over to the new scheme by clearlydisplaying that the site is now 'RING® MEMBERS ONLY'. The company willprovide the proprietor with self adhesive tape that is similar to the 'POLICEDO NOT CROSS' tape that is seen at crime scenes.
Our message reads 'NOT IN USE PLEASE RING: 01772 882 999Õ
By using the process of elimination the proprietor removes the use of eachmachine starting with the most conveniently placed units that are sitedclosest to the pedestrian exits. During this period the cameras are 'trained' toensure 100% reliability. The software contains a Neural network whichbasically rectifies mistakes and learns from them. The process can take a fewdays and requires supervision.
Mock FPN's (Fixed Parking Notices) are applied to the windscreens with amessage 'not this time' but register soon!
When the car park reaches 90% RING® members and only 10% use theremaining pay and display machines then those machines must be turned offand discontinued. The Enforcement company chosen by the proprietorapplies wheel clamps to those vehicles that are in contravention to the rules.RING® now guarantees that all vehicles entering and leaving the site willbe charged for, and a small commision of 10% will be removed from thetakings to cover all expenses incurred, i.e; SMS messages, non payment offees, breakdowns, insurance policies, public and employees liability.
WARNING!PARKING A VEHICLE WITHOUT PERMISSION OR NOT USING A DEDICATED SPACE WILL CAUSE
NATIONAL CLAMPS TO BE IN BREACH OF CONTRACT WITH THE
PROPRIETOR.THE MOTORIST/TRESPASSER WILL PAY £80 COMPENSATION AS
LIQUIDATED DAMAGES FOR SUCH A BREACH.
WHEEL CLAMPS (£80 for PLG’S AND £150 COMMERCIAL VEHICLES) WHICH ISPAYABLE PRIOR TO CLAMP REMOVAL! YOU MAY BE INVOICED BY THE USE
OF A FIXED PARKING NOTICE AT £80 PLUS ESCULATING RECOVERY COSTS,PAYMENTS BY CREDIT CARD ATTRACTS A FURTHER 3.75% & THIRD PARTY
INVOLVEMENT SUCH AS TOW TRUCKS ATTRACTS VAT.
NATIONAL CLAMPS.COM01-772-882-992
NATIONAL CLAMPS IS CONTRACTED TO ENSURE THAT IN THIS AREA THERE IS
NB: Neither National Clamps, its associate companies, agents or servants, nor the proprietor of the land or agent for the landowner can be held responsible for any damage caused whilst applying a fixed penalty notice or otherdocumentation, nor gaining reasonable access to the vehicle for relocation or whilst a wheel clamp or other deterrent is being reasonably attached or removed By parking your car you are agreeing to pay liquidated damages.
NATIONAL CLAMPS MAY USE
12 The Target Market
The Target Market
Group 1
It is paramount that the system commences with the existing NC customerswhere a certain credibility exists and room for errors can be excepted yet stillratified as urgent. Even the best made plans go wrong therefore it is essentialthat the company do not receive adverse comments at this stage. The boardalso recommends we target smaller car parks that are privately owned. Forexample smaller sized hospitals, shopping centres, colleges and local councils.
Group 2
As and when the systems have stood the rigour and problems that modernday motoring can provide, the company can expand its intentions and openup the market place. It is foreseen that the company could introduce largerclients like railway networks, airports, multi-storey car parking, hospitals anduniversities.
Group 3
Having a formidable database that extends to millions of members, thetechnology that is used in 'feeder lanes' and the knowledge that integrationinto existing systems should be of ease for attracting clients like The Humber,Avon, Forth, and Thames toll bridges. The Tunnels at Birkenhead, Wallaseyand Dartford would all welcome anything that eases congestion and helpstraffic flow whilst cutting down on man hours and the cost of cash in transit.The M6T uses the same technology. The hardware is unobtrusive andconsumes very little electricity and is easily installed and integrated withexisting systems.
In the year 2010, the London Congestion Scheme is up for tender and newbids will be welcomed. The position of the company will be in advantageous.
13The Target Market
Feeder Lanes
Toll Booth’s
This is a One Barrier SystemThe Anchor is on the rightRise and Fall
A Traffic light system using red and green lights to determine lanes
14 Costs and Overheads
Company Formation
ANPR Ltd (a company registered in England and Wales, Company Number6129797) hereinafter referred to as 'The Company', has developed a parkingsystem using Number Plate Recognition software to determine the durationof which a vehicle has stayed upon the proprietors car park or an incurredtoll. The system uses appropriate software to time stamp all vehicles thatenter and leave the site, and the driver or the registered keeper will becharged by the company in respect of that period or passage. 'The Company'have named the system as 'RING®' (trademark pending). The companies(ANPR Ltd & RING® Ltd) are both registered in England and Wales aslimited companies. The shares and intellectual property are fully and whollyowned by ANPR Ltd, Road town, Tortola, The British Virgin Isles registerednumber 1297353.
Business Formation cost
Company formation and registration has taken place. Several variants of theRING® name has been directed to the Website. These have beenacquired to prevent 'passing off'. Ring and Reg is now a limited companyalthough non trading. Ring&Reg, Ring N Reg, Ring and Reg, is incorporated inthe registered trade mark of ANPR Ltd.
Several logos have also been registered and are awaiting approval althoughtheir use at present is not restricted.
Intellectual Property
ANPR or License plate recognition is not new to the UK. Unbelievably It wasinvented in 1976 at the Police Scientific Development Branch in the UK.Prototype systems were working by 1979 and contracts were let to produceindustrial systems, first at EMI Electronics then at Computer RecognitionSystems (CRS) in Wokingham UK. Early trial systems were deployed on the A1road and at the Dartford tunnel. The first arrest due to a detected stolen carwas made in 1981. Its progress in the private sector was limited due toconcerns that these systems have centered on privacy fears, and of thegovernment tracking citizens' movements and media reports ofmisidentification and high error rates. As they have developed, the systemshave become much more accurate, reliable and accepted. Their use is publicdomain and cannot be restricted, licensed or protected.
The software that ANPR Ltd has created is protected from copy right fraud bya 32 bit encryption code and in the unlikely event that the code is 'cracked'several safeguards have been installed to identify the user and location usingtheir IP address and web integration.
P.O. BOX ONE,Preston PR2 0NF
Tel: 01772 882 999Fax: 01772 882 882
Email: [email protected]: www.ringandreg.com
RING®® is the trade mark of ANPR Ltd who is registered in England & Wales as a company No 6129797 ANPR Ltd. is wholly owned by ANPR Ltd. of the Bri sh Virgin Isles Reg No: 1397353
John SmithSales Represen��ve
P.O. BOX ONE,Preston PR2 0NF
Tel: 01772 882 999 Fax: 01772 882 882Email: [email protected]: www.ringandreg.com
P.O. BOX ONE,Preston PR2 0NF
Tel: 01772 882 999Fax: 01772 882 882
Email: [email protected]: www.ringandreg.com
RING®® is the trade mark of ANPR Ltd who is registered in England & Wales as a company No 6129797 ANPR Ltd. is wholly owned by ANPR Ltd. of the Bri�sh Virgin Isles Reg No: 1397353
With Compliments
17Costs and Overheads
Marketing Costs
PUBLIC RELATIONS PROPOSALPREPARED FOR RING®By Apple Creative Design
JULY 2009Introduction NC (National Clamps) is one of the UKÕs leading providers of parking areamanagement. With over twenty years experience within the sector and aclient list in excess of 850 in over 365 towns and cities throughout the UK,the business has earned a reputation in the industry that is second to none.
The company has developed a new product called Ring and Reg which usesmodern technology enabling customers who have registered their details topark at any Ring and Reg car park and not have to worry about findingchange for a ticket machine.
On entering the car park the customerÕs car registration number is recognisedby the ANPR cameras. They are then sent a text message to their mobilephone welcoming them to the car park confirming time of entry. When thecustomer exits the car-park, the camera once again logs their registrationnumber and the software sends the customer a text to inform them thelength of time they have been at the car park and the charge that will bedebited from their registered card.
In essence, Ring and Reg could spell the end of pay and display parking as thecountry knowÕs it and eliminate the hassle of finding small change for theticket machine.
The Ring and Reg system gives car park owners the opportunity todramatically reduce their overheads. Initial set up costs for Ring and Reg startfrom as little as £2,500.
The cost of a Pay and Display machine can vary from a little over £3,000 up to£6,500. Given the associated costs of operating pay and display includingsalaries, maintenance contracts and number of machines, the approximatecost of operating this system could exceed £85,000 per year. Modernpayment technology is moving at a terrific pace and is being embraced bymany blue-chip companies throughout the world such as Mastercard andVisa. This increases consumer trust in the technology and general acceptanceas a natural way to pay for items and services now and in the future.
Where possible the NC name is not to be associated with Ring and Reg.
There are currently no live sites using Ring and Reg, but it is hoped that a fullcompany launch can be expected in the first week of November 2009.
18 Costs and Overheads
The brief
Ring and Reg is a new innovation in the car parking management sector andit is important that its concept is introduced to as wide an audience aspossible. Particular emphasis should be placed on informing existing and newcustomers of its benefits and ease of use.
It is essential that there is an initial burst of PR activity to ensure that therelevant media are all aware of the new system and that all relevant trademedia features are targeted. An on-going PR programme will then beintroduced to ensure that the system and its benefits remain in the mind ofoperators. Key targets include car park operators and owners, propertymanagement companies and procurement officials within the public sector.
Initial tactics
It is important that before any engagement with the media is undertaken, alive test site should be in operation. It is absolutely essential to get supportfrom journalists and without a proven, working system in operation they areunlikely to be interested.
Modern technology spells death of pay and display
An initial generic press release should be drafted which would be issued tothe national media (technology and business correspondents) andaccompanied by a photograph illustrating the story. The issuing of thisrelease will be followed up by the PR team with a view to securing visits tothe live sites or interviews with the companies CEO (Chief Executive Officer).
This release would also be issued to the key regional broadcast media with aview to securing interest in a Ônorth-west business which is about to changethe face of car parking across the UKÕ. The PR team will also investigateopportunities on national broadcast media 'The One Show', 'BBC Click Online'and 'BBC Digital Planet'.
Specific sector releases
A number of releases will be drafted specifically targeting different sectors(NHS/Retail/Business/Leisure). These will highlight the benefit of the Ring and Reg system to their industry, with specific comment from thecompany CEO as to why it is relevant to them and the cost savings offered.These releases will again need to be accompanied by strong photographyillustrating the story.
19Costs and Overheads
Feature stories
Key trade media publications publish an annual features list detailing thetopics it is covering on a monthly basis. On appointment The PR team willrequest features lists for all the relevant and present a list of all the featuresthat are applicable to Ring and Reg and will target accordingly.
For example: Shopping Centre magazine is running a Parking feature in theirDecember issue. Deadline for the submission of editorial is mid November.The PR team would contact the features editor with a view to securing aninterview with the company CEO or placing a case study.
Case Studies
Third party endorsement is a great way of illustrating the success of aproduct or service. Therefore the PR team will seek to develop a catalogue ofcase studies, focusing on different sectors that could be used to secureadditional coverage in relevant trade media features. Photography will needto be used to support these case studies.
Innovation story
Initially the business and local media are always interested in reading aboutinvestment and innovation in their area, especially during these tougheconomic times. Whilst the Lancashire Evening post is not a favouredpublication there is no reason why a good business story such as this shouldnot be publicised across the north-west.
The Manchester Evening News has a very well respected business desk andthe PR team would also investigate and secure interview opportunities intitles such as North West Business Review and Lancashire Business View.
On-going activity
Community awareness programme
As and when a new contract is awarded and the technology implemented, acommunity based PR programme should be initiated to inform end users ofthe change and how to use the new parking facilities.
The Schedule will consist of a press release to the local media informing themof the new system, taking for example; ÔRomford' gets first cashless Ôpay onlineÕ web based car park in EssexÕ.
During the change-over period and before it is complete, the car staff couldhand out leaflets informing users of the change and encouraging them toregister their details so they can continue to use the car park seamlessly.
20 Costs and Overheads
Ring and Reg success stories
It is essential that the Ring and Reg brand continues to be drip fed not only tothe trade media but also to the local business media in order for it to remainfront of mind but also to maintain its position as an innovator in the field ofmodern car park payment.
A range of stories could be issued on a monthly basis including:
¥ Contract wins¥ Milestones¥ New appointments¥ Technology developments¥ Survey based stories on parking habits
Press office function
On appointment, The PR team will provide Ring and Reg with a Ôpress officeÕfunction which would service the organisation 24 hour 7 days a week.
Therefore all media enquiries could be directed straight to The PR team whowould respond accordingly to information, comment and image requests. Itwould be essential for The PR team to hold a library of high resolution jpegimages for issue to the media.
Getting started
Before a rolling three month programme is developed and presented for sign-off, the PR Agent will embark on an intensive period of client familiarisationto establish a full understanding of the offering proposals.
They would then explore and establish the key messages (benefits, USPÕs(Unique Selling points) and positioning) as well as agree areas of focus.Agreed key messages will be incorporated into every communication that isdrafted. Media lists will also be reviewed with a view to establishing the keymedia targets, and key spokespeople. Press release sign off procedures willalso need to be agreed.
It is proposed that the First floor of the Holiday Inn Preston is to be reservedfor a day in the first week of November. A Powerpoint presentation is to bemade to guests from the Royal Preston Hospital, Preston Railway Station,Preston City Council, St Georges Shopping centre, The Debenham Centre andLancashire County Council. The room comfortably accommodates fiftypeople. Other speakers should be from British Telecom and the CEO of Ring and Reg.
21Costs and Overheads
Account management
The PR Agent takes a rigorous approach that ensures account managementthat guarantees efficient reporting and therefore agreeing that the followingbecomes standard routine:
¥ 1 x monthly client meeting to report on activity and results and to planforthcoming activity.
¥ 1 x contact report (following monthly PR meeting) outlining future actionand responsibilities.
¥ 1 x monthly press cuttings service containing most recent coverage.
Budget
In order to undertake launch activity and a sustained rolling PR programmethat would look to support all elements of the campaign envisaging four daysof activity per month for the first two months, reducing to two days a monththereafter.
Consultancy day rate Ð 8 hours£330.00
Activity for Ring and Reg at 4 days per month (Aug/Sept)£1320.00 per month
Rolling activity for Ring and Reg at 2 days per month (Oct onwards)£660.00 per month
Time scales and estimates are reviewed quarterly.
We feel that £5,000 is a reasonable figure to cover all forms of corporateadvertising.
Additional costs
Any additional costs over and above the agreed fee will require written clientapproval and will be invoiced directly to the client by the supplier.
22 Costs and Overheads
Production Costs
Production having tested the market extensively over the last two years, thecompanies IT department have decided that the best value for money thatprovides substantial components is the Lanner VW-1104GW. Its capabilitiesusing a duo processor is unique and well within company remit.
$600
Cameras are provided by 'Shany PLC' which incorporate the Sony CCD 560TVL High Definition Processor with IR cut filter, they come complete withhousing, heating, fan assisted cooling, and mounting bracket for $175. A varifocal multi coated lens with a range of 5-55mm costs $70.
All product prices are in US dollars and attract import duties or value added tax.
The ANPR Software is developed to a very high standard and has cost in theregion of £250k. The company has set aside a further 100K Sterling forupgrading their data base rational, Web interfacing, and Telephoneintegration as the company expands. The company can also foresee that afurther two years will be invested in product development, improvementsand governmental compliance.
Installation costs
Each site and installation may vary dependant on the number of entrancesand exits which also determines the number of cameras required, theirlocation, supply of electricity to the cameras and access to the web. Athousand pounds can cover all installation costs above ground. There aremany private alarm companies who are extremely well trained andexperienced in CCTV installation, i.e. ADT specialise in such installationsand are well versed in ANPR, BT are well versed in all aspects and provideprestige and warranty, we anticipate £2,500 to be an average cost.
On-going costs
The proprietor is responsible for ongoing site costs i.e Electricity and accessto the web.
Sales personal will be encouraged to lease/purchase a vehicle from thecompany. The system that is currently in operation at NC is a no depositinterest free pay over time agreement that creates loyalty and ensures thevehicles are kept pristine at all time . (See pages 22 and 23)
Premises: The premises at Ormskirk Road are sufficient at present and havethree years remaining on their lease, which should co-inside with relocation.
An emergency ÔFlying squadÕ must be available at all times and paid doubletime on 'call outs' during out of hours.
25Staff and Recruitment
Staff & Recruitment
At present the company has five telephone staff and five in the IT room.
The company has one full time sales person and five non executive directorswho control and administrate the enforcement. The company also has thirtystaff on the ground issuing Fixed Parking Notices and applying Wheel clamps.
Future Having the facility to provide 100 extensions on 30 lines using Voip (VoiceOver the Internet Protocol) on a calls answered commission only basis andthe structure can be increased by adding to the ISDN30 and the Voip license.
RequirementsSales personal, sign erectors, telephone staff, and installation engineers.
TrainingThe company have two City & Guilds trainers and the company CEO who canalso carry out and provide further education up to NVQ level 3. The Companyhas designed and been accredited to National level 2; 'The VehicleImmobiliser', 'The Ticket issuer' and 'The ANPR Operator'. The companyboard room is an Ed-excel approved training facility for 8 persons.
Manning LevelsThe opportunities are limitless. You have a cycle of needs of equalproportions, new sales requires more installations, the more installations youhave, the more enforcement you'll require, more enforcement equals morerevenue! So on and so forth. Training and licensing of enforcement personnelis critical.
Telephone Auto AttendantThe companies goal is to automate where possible and the telephoneanswering auto attendant is such an example. It will not be possible to createa totally idealistic sequence therefore there is a need to have operators onÔstand byÕ who are paid on both new subscriptions and trouble shooting.
We require the minimum of information to open up an account and we divertwhere possible to the web site.
This is to certify that
Brian Hargreaves
has successfully completed the
Level 2 Certificate in
Automated Number Plate Recognition
This is to certify that
tehouse
has successfully completed the
Level 2 Certificate in
Vehicle Immobilisation
This is to certify that
Hayley O’Conor
has successfully completed the
Level 2 Certificate in
Ticket Issuing
29Website and Database
Web Integration
Although the Auto Attendant will be useful to most in the short term i.e. onsite and first encounter, we anticipate that most motorists will customisetheir details by personally visiting their account ÔOnlineÕ. We have designedthis portal in a manner that is a combination of ease of use but with sufficienthurdles in place to demonstrate consent.
The first of which will be a single tab on the website ringandreg.com entitled:
JOIN US
Please enter your email address; safe in the knowledge that we do not provide your information to third parties resulting in SPAM.
False or fictitious emails will result in membership rejection, and loss of functions.
Your email address has become your Username.
You also need a mobile telephone to receive cost per stay, balance updates and low balance notification. We do not give this telephone number to anyone, you will not receive any telephone sales call.
Your mobile has become your password.
When you press ÔsendÕ a four digit pin number will be sent to your mobilephone, you will need to enter this pin number in the confirmation email thatwe have sent you.
submit
email:
NO SPAMpromise
+ 44 07800012345code: mobile:
ZEROsales calls
submit
30 Website and Database
Website & Database Functionality
What happens when you drive on to a RING® Site?
I the writer have decided to put myself in an emphatic position by pretendingto be ÔThe driverÕ.
I use this car park regularly and I can see that the Pay & Display machineshave a Yellow tape across it indicating that it isnÕt functional. I can see that allthe others are similarly marked, there appears to be additional multicoloured signage warning me of ÔClamping in OperationÕ and as I donÕt wantto be ÔClampedÕ I do as asked. I telephone 01772 882 999 where I am greetedby an Automatic telephone attendant explaining about the concept and howit works. IÕve decided I donÕt want to do that as I just want to pay for myparking so I press Ô0Õ.
The telephone operator answers and takes my mobile number, the carregistration number and a deposit from my credit card. The telephoneoperator inputs all this information directly to a website and a customerÔaccountÕ is opened on my behalf and charges will be debited as requireddependant upon product i.e. car park stay, or toll.
Top Up
The customer can top up their account by visiting the website, inputting theirCar Registration number or mobile number and pin number to access theirpersonal account. Alternatively, if the customer gets to a car park and realisesthey donÕt have enough credits, they can phone and purchase more from thetelephone operator.
Additional Services
Each time the customer ÔpurchasesÕ a RING® product, for exampleparking, a confirmation text would be sent to the mobile with the cost perstay, likewise on exit the cost incurred. Also there is a low funds warning,auto add of funds and a balance warning. The customers online ÒcreditÓaccount is debited and a receipt is posted on-line which can be downloaded(for claiming expenses).
31Website and Database
Proprietors
Part of the website will be given to the land owners (car park owners and tollbridges tunnel operators). They will be able to charge for parking, perpassage or type of vehicle.
Extras
A function is available for families and companies alike to register unlimitedvehicles under one registration. This would require a substantial deposit andauto top up is compulsory. A second function is available to find participatingcar parks and a facility is provided for direct debit where a motorist is also acontract parker.
Car Parking Fees Toll Bridge and TunnelCost Cost
Up to 1 hour
Between 1 and 3 hours
Over 3 hours
All Day (Over 4 hours)
Daily Inclusive Overnight
Monthly Contract
Motor cyclist
Light Private Goods
Car and Trailer or Caravan
Commercial Vehicles
HGV or Ar�culated
£1.00
£2.00
£2.75
£6.00
£12.00
£60.00
£1.00
£2.00
£3.00
£5.00
£8.00
Incoming call
Is there a Caller ID?
Do we recognise the number? Call up database and await instruc�onsYes
Yes
No
No
Your Phone is ‘Caller withheld’ or you are ringing from a landline. Please redial
from a mobile that sends Caller ID
Welcome to ANPR Ltd & RING®
The telephone number you are calling from is not registered with. Please press:
1) If you want to hear how the RING® system works2) If you are a proprietor and you are interested in our service3) If you are a new driver and you wish to register with us4) If you are already a member but on a different number0) If you wish to speak to an operator, have a wheel clamp removed or pay a fixed penalty no!ce
MAIN MENU “Hello” “Mr Database”Welcome to ANPR & RING®“We have five op!ons available for you to press”
5) Check your status or top up your balance6) Change your PIN number7) Add or remove a registra!on number8) Change your personal details9) Open up an account or change account details0) For the operator or if you wish to report fraudulent use
ANPR Ltd introduces RING®, which is a new and revolu!onary car parking system that is replacing the old ‘Pay & Display’ machines at a phenomenal rate. At the entrance of a public car park is a special camera that catches the details of a number plate and then sends a message to the drivers mobile phone which provides them with a cost per minute should they wish to stay. Likewise a second camera also sends the dura!on and cost of the stay to the driver when the vehicle leaves the site. For more informa!on, details are available by visi!ng www.ringandreg.com
Thankyou for calling, there are several details we need to discuss with you, but in private. Please enter your post code and press #. A local surveyor will call you as soon as possible. Hold or press 0 and an operator will assist your call.
We have sent a four digit PIN number to your mobile, now press Op!on 6. Enter you PIN number followed by # and the change it to a more suitable and convenient number of your choice. You have now got !n status with us. To increase this in Op!on 9 we will require your credit card details and a very small deposit. All these op!ons may be carried out online.
Enter your telephone number and then #. Again your PIN number then # to add the number you are calling from.
1
2
3
4
5
6
7
8
9
“Enter your PINnumber please”
Refer to the database
5) Your balance is £ A er status then return to main menu
6) Enter new PIN and confirm
7) Enter Reg Number & press #
You will need to go online www.ringandreg.com
Enter your credit card number # exp date # 3 digit security number
Your status
Is now ‘Tin’Has risen to ‘Bronze’Congats your ‘Silver’Bingo your ‘Gold’
You are now ‘Pla!num’ your higness‘Black’: You are to be penalised
Press 0 to listen to your en!tlements and how to progress
Grey: Observa!on
Yellow: Procedure
Blue: Voice Prompt
Tin You are at the entry level, your mobile phone has been recorded and a temporary PIN number is sent. You are asked to change your PIN number to one that is more to your liking. Your vehicle can be used on this site today but on this one occasion only. None payment will transfer this vehicle to the blacklisted forever un�l payment is made plus interest at 12% APR.
Bronze Mobile number recorded, PIN changed and your registra�on number has been added. Your membership is considered to be rela�vely new and you have up to 30 days to se le this account. But no further use of any parking facili�es is permi ed un�l this account is se led.
SilverWe now have your registra�on number, PIN code and mobile number recorded. Simply add your credit card details with a small but reasonable deposit, you s�ll have limited use and you are restricted in the sites that are available. You cannot add a second phone or a land line and or a mul�ple registra�on numbers.
GoldName and address is now added, your email address is added to your account and verified. All ameni�es are now available to the owner, payments are made by account monthly, extra sites, premium places, a starter pack sent in post with maps, permits, telephone numbers for premium parking and access to the members area of the website.
Pla numA proprietor who adds a site and offers free parking to other pla�num members. You may use any facili�es on a credit basis i.e. one hour offered equals one hour received. Free from any charges you may park anywhere in the country BUT only with permission from the proprietor. You request sites available and we’ll provide contact detail. On the day in ques�on you approach the proprietor and ask for permission quo�ng dura�on. Viola�on or breach will incur suspension even vehicle immobilisa�on.
BlackA vehicle that is blacklisted is in viola�on of the terms and condi�ons with this company. The vehicle is ear marked to be wheel-clamped on any future visits to any site in the country. The aforemen�oned levels are to be sent out, word for word in a TXT or an SMS message, on the telephone auto a endant and if requested by emails as and when possible. The 'Members area' on the website is accessed by mobile phone number and the 4 digit PIN number. As and when the status rises then an email address can be used.
‘Your Status Is’ Explana ons
34 Marketing
Marketing
Advertising will be conducted via the PR and marketing team.
Direct salesThe 'Sales' department is to develop leads and approach the proprietor (or anapproved agent acting for and behalf of the above) and introduce thebenefits of changing to the RING® System. Having converted them to thescheme by the signing of an agreement, they must then facilitate thetransference of funds which would complete the duties of the salesdepartment.
The agreement is for an initial period of one year and thereafter is subject totermination in accordance with the terms and conditions set out in theproposed agreement. The agreement is made between ANPR Ltd and theclient for the provision of an alternative to Pay and Display machines at thepremises of the proprietor. It is agreed that the fee of £50 per sign per yearmarginally covers the cost of the installation and maintenance of the signs orcameras and does not cover public and employees liability insurance. Theseand other factors are all subsidised by the penalisation of those who cause abreach of the terms of use of the car parking facilities. These fees certainly donot cover the cost of the removal of signs nor the equipment and these mustbe returned no less that 14 days prior to agreement termination.
Company Structure
Sales personnel will be remunerated by salary, bonus and benefits generatedfrom agreement signings.
35Marketing
Sales Plan
Sales personnel will be required upon appointment to attend a two daytraining course prior to commencement of their employment, the coursebeing provided by the company and expenses for attendance will be paid.Earnings will commence from the first daysÕ work after the training course. Itwill be made clear that employment is subject to a probationary period of sixmonths and evaluation periods.
Evaluation PeriodsAfter week one, then after the first month followed by quarterly meetingsthereafter.
Training Course
Day 1After product familiarisation training the candidates will spend a day on coldcanvassing covering all aspects from the approach to closure. Approaches tocar parks in their own area will be encouraged in an unofficial role to testtheir cold canvassing skills, at this stage salesmen should be sufficientlyconfident to obtain details of potential clients. The prospective employeeshould then be completely enthused and fully prepared to commence worktwo or three weeks after training.
Month 2The starting date. At this time the company will not have incurred costs otherthan that of training providers, travelling expenses and hotel. The salesmanwill have cold canvassed in their area and will then be provided with thecompany sales kit following receipt of their sales leads by the telephone salespersonnel. The sales staff will be made aware that they are part of a 20strong team and that a website will be available indicating the number ofsigns sold and revenue received from the whole team. Each sales person willhave a target to achieve 10 signs per week (£500) and this level of sales is theminimum to retain employment by the company. Bonus of 50% of thegenerated sales above the 800 per month team target, pays for their firstmonth remuneration. The website analyses performances and if one personfails to reach their target no bonus is payable to anyone.
Month 3After salary payment of 2000 and hopefully a share of the bonus they willqualify for the supply of a new car on a rental basis, at this stage the salestarget is increased to 15 signs per week or 60 per month, failure by anysalesman will result in dismissal.
Following MonthA good sales force should have been established at this stage with high moralresulting from successful selling, good basic salary and high bonus earnings.There should be a high level of on-going enquiries and sales awaitingconversion.
36 Company Structure
Company Structure
Formation The companies (ANPR Ltd & RING® Ltd) are registered in England andWales as limited companies whose 100 shares and intellectual property arefully and wholly owned by ANPR Ltd of the BVI registered number 1297353.
Manning levelsIt is the intention of the company to restrict the staff levels to minimumrequirements and automate where possible in areas such as accounting,general administration, communications and technical support. Salespersonnel should be self motivated, yet if possible, self monitored.
Outside contractorsInitially required will be sales trainers with product knowledge, the companyCEO will contribute and facilitate their education. House trainers BrianHargreaves and Haley O' Conor will train installation engineers to Level 2 IDrequired. Sign erectors will be scrutinised by James Fairclough, the currentcompany sign erector who is well versed in company standards. Selfemployed Installation/Alarm engineers with CCTV knowledge should onlyrequire on site instructions but will be expected to co-work with groundworkers where sub soil cabling is required.
SuppliersThe company requires mainly Cameras (Shany PLC) and DVR's (Lanner Ltd)which originate from China and Taiwan respectfully. Cables and otherelectronic devices such as power supplies, baluns, cables etc will be sourcedfrom CPS in Preston, signage is from CG Signs Adlington Nr Preston, andprinted stationary will be provided by Ashton Print, Preston.
Aids and advisorsJames Cuzons(Barrister) of Cheshire Legal Services, Warrington.
Peter HowarthTax Advisors and Accountants, Southport Road, Ormskirk. Lancashire.
Colin WilsonFormer CEO Bostic Consumer Products UK and Director of Shell Livewire.
ResourcesThe British Parking Association.
The Legal Services, The Lancashire Office of Fair trading, Preston.
38 Finance
Estimated turnover
Starting in the fiscal year beginning 1st November 2009, it is estimated thatby attaining the services of a small sales force of just 20 personnel whoachieve their targets of 40 signs each per month, the turnover of thecompany would circa £12,000,000.
Outside influences such as the involvement of BT, ADT, Virgin or otherswithin the communications industry, can and will multiply this revenue evenhigher and potentially faster. The board however believes it only fair toanticipate that there will be none, and should a 'partner' join forces then amore substantial business plan will be formulated on the joint venture basedupon the articles below.
NC ensures that one sign is visible per ten spaces and each sales person has aminimum base line of ten signs per week therefore;
Signs x Persons x Weeks = Signs x Spaces = Users
10 x 20 x 50 = 10,000 x 10 = 100,000
There are three category Parkers in our ÔGroupÕ (Page 11). There are theÔshort term shoppersÕ who stays for 3 hours & pays £4 for the stay. TheÔtripperÕ on airports and railway stations who pays £12 per day, and theÔoffice workerÕ who pays £80 per month. Our thousand space car park isequally divided between all three.
ShopperSpaces x Days per week x Year x Rate per stay = Receipts per annum 333 x 6 x 52 x 4 = £415,584
TripperSpaces x Days per Annum = Rate per stay = Annual Receipts333 x 365 x 12 = £1,458,540
ContractSpaces x Rate per Stay per Annum333 x 80 x 12 = £319,680
Therefore our car park of a 1,000 spaces has a turnover of £2,193,804 or£2193.80p per space per year. The sales personnel hit their targets of just tensigns per week meaning that we have 100,000 spaces.
Principal Rule ÒOne space generates £2,000 per annumÓ.
Spaces x Receipts per thousand = Turnover Ð Commission = Gross profit100,000 x £2,193,804 = £219,000,000 - 10% = £21,900,000
In addition we generate Signage:Per week x Persons x Year x Fee = Turnover10 x 20 x 50 x 50 = £500,000
All ÔEnforcementÕ belongs to National Clamps and should not be includedalthough overleaf is a break down.
39Finance
FPNÕs (Fixed Parking Notices)
NC are members of the DVLA, AOS (Driver and Vehicle Licensing Association,Approved Operator Scheme) which means that they are entitled to access theregister using the EDI System (Electronic Data Interface).
Assuming that a sales person hit the target of ten signs per week, and thatthose ten signs were located solely on one car park, with the addition of thecameras issuing two FPN's (Fixed Parking Notice) or 'tickets' per day:
If the first ticket is paid prior to the ten day deadline it qualifies for the 50%discount of £40. The second ticket having attained the name and address ofthe registered keeper from the DVLA, and pays after 40 days they will pay thefull £80. The income can be estimated at £540,000 after 12 months with halfthe amount again outstanding in uncollected debts.
NC have a system that returns 91-94% of all tickets issued, 46% pay onlineunder ten days. We can multiply this figure by the twenty sales personnel.
Vehicle Immobilisation
A 'Wheel Clamper' averages 20-25 vehicles per week, and even though theywould like to do more, they need to patrol various sites to achieve this target.An average site of 500 spaces would be added to that patrol, it wouldn'twarrant a permanent and static unit on site. NC has a network of franchisee'sthat can be added to as and when required. They have a strict code ofconduct which surpasses that of the BPA (The British Parking Association).
The current wheel clamp release fee of £80 is divided in three ways. £30 isretained by the VI (Vehicle Immobilise), £20 goes to the Franchisee whilst theremaining £30 is that of the Intellectual property owner and subsidises therunning of the communications centre.
The selling of the warning signs (£50 per sign, per year) only contributes to asales personÕs salary, the installation of the ANPR equipment is taken fromthe Directors loan account and is returned on the annual anniversary orresale of those warning signs.
40 Finance
Profit Margins
Car parking under the RING® scheme equals 9% Net profit.
Assuming one sign equals 20 spaces, our site holds 1,000 spaces. Thereforesignage generated £2,500 which was offset by salaries paid to sales.
The installation cost of 4 cameras equals £2,500 and the running costs ofthe SMS (Short Message Service) is £0.04p per transaction.
No fees are required for electricity to the equipment and ADSL access.
Un-charged Messages per day x Days per week x Weeks x Cost per SMS
330 x 6 x 50 = 99000 messages at 00.04p = £3,960.
Call outs, break downs, vandalism, replacement cameras, down time and lostrevenue is second guessed at £2,000 per site, per annum.
Total Expenditure: £7,960.
Our commission on £1,900,000 at 10% = £190,000.Profit: £190,000 - £7,960 = £189,204 equates to 0.4% overheads.
Adding Vehicle Immobilisation: 25% Net per Annum.Fixed Parking Notices: 40% Net per Annum.
41Finance
Cash Flow
Having supplied sufficient funds to create the system it becomes self fundingas every member is paying for the parking facility up front by depositingfunds into a 'top up' account.
Potential members are encouraged to match the registration number of avehicle to a valid credit card. The telephone receptionist is paid on acommission only basis and is encouraged to recommend that the motorist/vehicle owner deposits more than the minimum of £5 and no more than the£35 ceiling (see: The office of fair trading rules on 'Distance selling'). Usingthe APACS 30 system, the company add funds and retain data at will.
A monthly 'Contract Parker' will wish to pay by 'Direct Debit' using 'BACSStandard 40'. The funds are removed and deposited into the companyÕsaccount one month in hand.
42 Finance
Budgets
Emphasis must be on acquiring and achieving new sales. The salesdepartment is self funding and is without support. 30% of the sales turnovermust be found each year with an initial capital injection of around £200,000from the directors loan account.
The Voip infrastructure exists to facilitate new members and in developmentthe pay online website, a small sales commission is required for telephonesales staff which is taken from payments received. The figure is insignificantand is below 0.05% of the turnover.
ADSL communications site electricity is provided by the proprietor andphotographic evidence is kept on site. The main data storage and websitehosting is provided by the parent company in Gibraltar. It is recommendedthat we exchange Oracle which is an improved database than MSSQL which isin use today.
43Finance
Overheads
RemunerationCommissionsSalaries
InstallationsCamerasDVR & RouterCables and Connectors etcPostsBarriers
CommunicationsSMS messagingWeb Hosting
MarketingMedia
VehiclesPurchase costsRunning costsTaxationInsuranceFuelDepreciation
PremisesFurniture Heating Lighting Electricity Gas Rates Other CommunicationsComputers & Printers Other hardwareSoftware
Salaries CommissionsBonusesExpenses
Forecasts
Estimated group turnover, the company foresee expected targets to beexceeded. Should the company sell and install two new sites per week forone year, it is predicted that membership will have in excess of 100,000subscribers. FPN's will generate £1.54m, vehicle immobilisation £1.4m andcar park management £19.7 million.
44 Finance
Ring & Reg - Notes to the P & L Forecast
Revenue:- Car Park Owners Income per space = £2000 and 1 sign = 10 spaces R & R Revenue per space = £200 and Revenue per sign = £2000 Annual Revenue per sign = £2000 and monthly revenue per sign = £167 SMS Text Messages = 6p profit per text = SMS Cost x 10/4
Page 35 Month 1 = 600 signs x 1/2 month Of which is received in: Month 1 =
Commissions will start after 6 weeks
Sign Rental Page 35 Month 1 sales of (10 signs x 20 salespersons x 3) x £50 Month 2 sales of (10 signs x 20 salespersons x 4) x £50 Month 3 sales of (15 signs x 20 salespersons x 4) x £50
Expenses: Page 35 Training - Month 1 £200 x 20 people Salaries based on 20 staff @ £2000 per month from month 2 Bonuses 50% of signs sold > 800
SMS Text charges £3960 per car park Based on a car park of 1,000 spaces, no of car parks per month will be
Sales persons cars will be bought in month 3 by the company @ £10,000 x 20
Month 1 6
23,7601,980
Month 214
55,4404,620
Month 326
102,9608,580
Month 438
150,48012,540
Month 550
198,00016,500
Month 662
245,52020,460
Month 774
293,04024,420
Month 886
340,56028,380
Month 998
388,08032,340
Month 10110
435,60036,300
Month 11122
483,12040,260
Month 12134
530,64044,220
Month 2 = 600 + 800 signs = 1400Month 3 = 1400 + 1200 = 2600Month 4 = 2600 + 1200 = 3800Month 5 = 3800 + 1200 = 5000Month 6 = 5000 + 1200 = 6200Month 7 = 6200 + 1200 = 7400Month 8 = 7400 + 1200 = 8600Month 9 = 8600 + 1200 = 9800Month 10 = 9800 + 1200 = 11000Month 11 = 11000 + 1200 = 12200Month 12 = 12200 + 1200 = 13400
Month 2 = 600 signs x 1/2 month Month 3 = 600 + 800 = 1400 Month 4 = 1400 + 1200 = 2600 Month 5 = 2600 + 1200 = 3800 Month 6 = 3800 + 1200 = 5000 Month 7 = 5000 + 1200 = 6200 Month 8 = 6200 + 1200 = 7400 Month 9 = 7400 + 1200 = 8600 Month 10 = 8600 + 1200 = 9800 Month 11 = 9800 + 1200 = 11000 Month 12 = 11000 + 1200 = 12200
45Finance
Page 40 Car Park Costs (Repairs to equipment) Based on car parks of 1000 spaces per month @ £2000
Admin Expenses: Based on 3 full time staff in an office, increasing to 6 in month 7
RING® - Notes to Cash Flow
VAT 2009 @ 15% VAT 2010 @ 17.5%
Capital Expenditure: Equipment Installation capital expenditure @ £2500 per car park N.B; Cars for salespeople 20 @ £10,000
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48 S.W.O.T
S.W.O.T
Strengths
NC has an established customer base, a viable and reliable track record,access to the DVLA. They are a brand leader and recognised within theindustry, their systems are tried and tested. They also have well trained staff,offer good PR whilst carrying out enforcement and can provide substantialfunding.
ANPR Ltd provides reliable royalty free software that has the capability toupdate.
CPS Ltd: (Car Parking Services) Access to the DVLA, a 90-95% recovery rateon all outstanding FPN's, tested and approves systems, friendly and helpfultelephone receptionists.
Weaknesses
No ability to secure intellectual property. A patent of the idea cannot beattained other than those under copyright and trademark agreementsalready sort.
Enforcement other than a 100 mile corridor that encompasses the M1 M6corridor NC are not currently represented. Devon & Cornwall, Somerset,Bristol and the North East. Scotland does not even permit wheel clampingand could prove to be an issue.
The current ruling Carmichael v. Black in the High Court of Justiciary HCJAppeal, The Lord Justice-General (Hope), Lords Allan, Bridge and Cowie couldbe challenged and possibly over turned. (future reference only)
This innovation is being mistaken and dismissed for other practises that arebeing employed in London and the South. 'Ringo' is purely SMS or textmessaging whereas you text the location and your estimated length of stay tocommand. Personally we would rather use a meter, whilst Parking eye isproviding protection for retail outlets by using ANPR technology to providephotographic evidence of an overstay.
Opportunities
The opportunity to monopolise is closing and it is necessary that thecompany seek a 'partner'. This business plan is designed to encourage acompany that adds to the strengths such as a sales force, technicalassistance, installations and the running of the infrastructure. BT (BritishTelecom) seem to be the most likely of choices but only assuming terms andconditions are correct, time is not squandered, and finally the criteria andstandards required don't exceed budgets, this partnership could provephenomenal.
49S.W.O.T
Threats
1. Once the company launches others will emulate.2. The Disabled Drivers association are reluctant to release their data base.3. System breakdown and Virus attacks.4. Credit card fraud.5. Car Registration Plate copying.6. The Home office intervention in 2011 on Vehicle Immobilisation and
towing away.
We expect emulation but CCTV engineers cannot provide enforcement likeNC. And most vehicle immobilisation companies don't employ ANPR. Oursystems are tailor made, cost fortunes and are not for sale 'off the shelf'.
Within time RING® will acquire its own data of disabled drivers, nursesand doctors on call and a 32 bit encryption code that protects the databasewith a second and third line of defence being in-cooperated. NC areregistered by the Data protection agency and achieve ÔSafeÕ status byBarclays Merchant Services.
We find it hard to believe that someone will be stupid enough to use a stolencard to register their vehicle as all cards are instantly checked. Furthermore itis impossible to acquire a new number plate without a replacement and a likefor like swap or the production of current and relevant documentation. Scrapdealers face a £3,000 fine or three months imprisonment for failure todispose of a number plate.
It is anticipated that the release fee of a clamped vehicle will be capped bythe government below the £130 BPA recommended release fee. As NC onlycharges £80 and doesn't tow away vehicles unless in extreme conditions,there is no need to show concern over legislation (ironically NC seems towelcome it). Steps are in progress to become an SIA approved contractor.
The company CEO is more than willing to take any questions.
50 Sensitivity Analysis
Sensitivity Analysis
The CEO has good judgement which comes from a sound knowledge andexcellent understanding of the concept. He has twenty years experiencewithin the private parking industry. His former IT department is now calledANPR Ltd which has spent 2 years on this project. They have shared histhoughts, and with others of high intellect and they have overcome everyobjection. The former IT department and NC believe that the company have a formidable product and an illustrious future.
Minimum Profit required
Holding companies and the CEO have invested over £400,000 into this projectand intend to add to that total a further £100,000. This figure should createthe ability to launch and progress. After six weeks the company should be self funding. All investments are in the Directors loan account and attracts taxrelief until the loan is repaid.
Minimum Sales Figures
It is thought that the company can attain and keep a sales force of twenty people strategically placed throughout the UK. The fee of £50 per sign, per year is insignificant to the cost of the ANPR equipment and service that the client receives and is considered to be easily attainable. There are currently 66 cities in the UK with 124 post code areas, it is predicted that by the end of year 2012 that the RING® service will be available in every one of those areas.
Our three year business plan is based upon several objectives.
1. The M1 M6 Corridor which is prevalently covered by the National Clamps service and their ability to enforce. Group 1 sales only (page 11).
2. Year 2, Group 2 and annual renewals. The existing sales force is to consolidate and ensure the resigning of existing contracts they should introduce at least four new staff with similar targets of ten signsper week, each member of staff will be allocated the first two digits of apostal area i.e. PR Preston which will open up new territories other thanthose encompassed by the M6 M1 motorways raising the manning levelsto 100 throughout the UK and Ireland.
3. Year 3, Groups 1, 2 and 3. The renewal of the previous two years sales must be consolidated. Chosen from the remainder of the original twentypeople there are now five regional directors with at least twenty staffeach. They cover twelve shires with thirty major towns or cities in theirjurisdiction.
4. Manning levels to be reduced to a minimum of ten regional directors, choosing five more from the second year group.
51Questions Answered
Questions Answered
Since 1989, National Clamps (NC) have been at the forefront of protecting the rights of property owners and the public by providing high quality parkingcontrol through a range of highly specialised services. The company nowoperates in over 365 UK towns and cities and counts major universities, highstreet retailers, police forces and local councils amongst its 870 plus clientbase. NC immobilises over 10,000 vehicles per year and issues 5,000 FPN's.
1. Providing enforcement on public and private car parks, the company sawthe potential of an alternative technology to the current 'Pay and Display'system and 'Pay on Foot' that are operational in the majority of British carparks. The company has developed their own ANPR system and proprietarysoftware to enable car parks to control authorised use of car parks. Mobilephone or online registration is carried out by users to a central databasewhich then authorises the parking and charges for use, or applies a charge forunauthorised parking by collecting number plate information and crossmatching it to data held. Having created a massive database of 'Members' NCcan approach the operators of the Avon, Humber and Thames toll bridges,The M6 toll road and the Dartford and Birkenhead tunnels and ask tointroduce the system into the high speed feeder lanes.
What was the context in which the technology wasdeveloped?
The technology is a better alternative to the current Pay & Displaytechnology, that relies on expensive capital investments and high runningcosts, having the need for operators, coinage movement and security,servicing, repairs and manual checking of tickets showing duration of stay andpayment status.
1.1 How large is the organisation?
The organisation, NC, employs thirty-five full time staff and has a technicalteam responsible for the development and application of the technology ofsix, led by the chairman of the company, Trevor Whitehouse who issupported by five non executive directors.
1.2 What is the history of technological development within the organisation?
Since the organisations formation in 1989, there have been manytechnological developments. The Chairman, Trevor Whitehouse wasresponsible for the design and manufacture of the patented Press-on Clamp,which is now the most popular and widely used clamp design in the country.NC can also demonstrate technological development in web based paymentsystems. NC was one of the first clamping companies in the UK to routinelyaccept payments via an online system. They have also developed their ownproprietary software for managing all business functions at an enterpriselevel, linked to individual team performance monitoring, real-time statisticalanalysis, data capture and interrogation, financial controls and officeadministration.
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1.3 What prompted the development?
With emerging technology of ANPR hardware and associated databasesoftware the recent ability for them to ÔtalkÕ via wi-fi communications. Thecompany recognised the potential for a far more viable and cheaperalternative to Pay and Display. The working title of the technology is Ring and Reg. In brief, a customers car is recorded on entering and leavingthe car park via a single high resolution ANPR camera positioned to capturenumber plates. The camera sends the number plate information to thesoftware, which checks it against a database. If it is a new customer, they areasked to park in a space, ring the number on a sign and register. Uponregistering a customer can use the car park, or any other car park in thescheme nationally, without the need for coinage. The camera simply recordstheir information and bills their credit card based on duration of stay.
Pay and Display costs on average £80,000 per year on a standard multi-storeycar park. Ring and Reg will potentially save thousands of pounds per year, asthe system does not rely on machinery and labour, and associated cost ofcoin movement and security.
1.4 When and where did the project take place?
The technical development and testing of system integration has taken placeat National ClampÕs head office in Preston Lancashire from the first quarter of2008. Technology partners for programming and components were sourcedin January 2009.
1.5 What were the time-scales?
Initial project was split between research and software development whichtook place over the first three month period from March 2008. Sourcing ofappropriate technology partners was planned to continue to the end of 2008.Manufacture of camera units and applications testing was scheduled toAugust 2009. Building of the business model, linked to the technology, withsite trials from July 2009 until present day. Final software debugging andinitial product manufacture is in progress until end of August 2009. Final roll-out is to be planned from 1st November 2009.
2. What improvements was the technology intended to make, and how was it planned?
Pay and Display is inefficient as it relies on a human operator to recordvehicles, check for violations and also to service and operate the machinery,as well as dealing with the public, handling cash and picking up the litter thatis left from discarded tickets.
Ring and Reg doesnÕt need tickets, it doesnÕt need expensive capital purchaseof machines that are prone to breakdown and theft. It doesnÕt tie up humanresources in operation, enforcement, repair, cash movement and replacingticket rolls.
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2.1 What changes were identified?
A more reliable system of car park management and enforcement, lowercapital investment and running costs, the harnessing of modern technologiesthat are faster, more accurate and less labour intensive to operate.
2.2 What were the problems the current technology faced?
Primarily cost, accuracy and harm to the environment. Pay and Display isseveral machines, prone to breakdown, prone to vandalism and misuse. Highinitial purchase price, high degree of manpower to run, expensive coinagecollection and movement every day. Customers pushing to be able to usecredit and debit cards as they do for many other modern purchases. Currenttechnology generates carbon to manufacture machines, generates tonnes oflitter per year that is often thrown away in the immediate vicinity of the car park.
2.3 What cost savings or efficiency gains were planned?
Current purchase cost of a single Pay and Display machine ranges from£3,000 - £6,500, add running costs per annum of approx £1,000 (excludingrepairs) then add salaries and labour costs of operatives £15,000 per personper annum. Based on an average car park having ten machines which needreplacing every three years and four staff then the total approximate costcould equate to £85,000 per annum.
The RING® system for the same car park having invested money on 4 xcameras, I x DVR £1,000 and installation without subsoil work. Which equatesto a total of £2,500.
There would be annual occurrences of the twenty warning signs at £50.00per sign plus the 10% commission handling fees of £35,000 which means apotential cost saving of £49,000 within the first year. Efficiencies in materials,i.e. no expensive machinery to install, no paper waste, fewer operatives,fewer repairs, no on-site cash collections required and no banking charges allmake Ring and Reg an attractive alternative.
How was the technology developed?
What was the process behind the development?
A combination of feasibility studies, planning the type of technologicalplatform for database and software programming platform. Research ofrobust technology for hardware and ANPR equipment designed for lowmaintenance. Project model development and sourcing of appropriatetechnical partners for manufacture and systems integration. Development ofa time scale for key stages of final release and first installation.
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Who was consulted and to what effect?
Software developers and appropriate technology manufacturers wereconsulted to test the model of delivery. Patent lawyers to ensure protectionof the technology, bespoke equipment and systems to prevent copyrightissues both during and post development. The board also found thepartnerships the company formed were instrumental in allowing us toprogress the project more quickly, particularly in the early developmentalstages.
What obstacles had to be overcome?
Recognised at an early stage was that the whole success of the project wasabout getting the back end of the database function right, it was particularlytime consuming and required very detailed discussions and testing with anumber of experts, who were developing parts of the program concurrentlywhilst providing feedback to the NC management on progress and adherenceto the tight time-scales. The co-ordination was a challenge at the early part ofthe project. The other main obstacle was keeping the cost of the overallproject to a point where it had a clear benefit over traditional Pay andDisplay. This has now been overcome and the company have a highlyeffective solution that is affordable to operators.
Were sensible performance measures in place to judge the success of thetechnology?
The company paid particular attention to rigorous testing to ensure the loadson the software were well within normal operating extremes. Every part ofthe system has been exhaustively tested for reliability, on-site suitability,durability for temperature and humidity, robustness of the back-endprogramming including contingency planning for factors such as poweroutage or mobile network failure.
How was the project led and managed?
The overall project was led and managed by NC Chairman, Mr TrevorWhitehouse. His IT team was led by his brother George Whitehouse who heldregular weekly team briefings and video conferencing with other IT supportorganisations and was remotely managed via email communication. Ongoingmeasurement of KPIÕs (Key point indicators) ensures the project is kept on track.
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What results did the technology achieve, bothdirectly and indirectly?
How did the technology improve service/performance?
As the official roll-out is not until 1st November 2009, the company can onlytake data from live projections to answer this question. The technology will improve service by allowing the process of car park management to becarried out in a far more efficient way, utilising technology to make thesimple action of parking and paying for parking, much easier and more in tune with modern customer requirements.
It is anticipated that with much lower administration costs the price for theconsumers could also be lowered attracting re-sales. From the operatorsperspective, there is the knowledge that every violator refusing to pay forparking will be recorded and auctioned, without relying on an operative whomay or may not record parking ticket violations.
How will the technology be accepted?
Current National Clamp customers who have received a demonstration of thetechnology have been very impressed and there is a lot of interest fromcustomers who have already seen the benefits over existing Pay & Displayand Pay on foot systems. Of the several hundred customers in the NCdatabase, most have stated that they see the new technology as being bothworthwhile and necessary.
Is the technology environmentally friendly?
Much more so than ÔPay & DisplayÕ or ÔPay on footÕ as there are no heavymachines to be manufactured and moved, there is no consumption of paperfor tickets and there is far less electricity used per site. There is no movementof coins requiring vehicle journeys and resultant high CO2 emissions. Thereare less journeys for the purpose of maintenance, service and repair ofmachines by manufacturers.
Is the technology cost-effective?
Extremely so in comparison to existing Pay & Display.
56 Becoming a member
What are the long term benefits of this technology?
Is the technology transferable?
Yes it is entirely transferable to many scenarios and can be expanded to eventhe largest of car parks, both nationally and potentially internationally. Thetechnology is built upon existing Microsoft Windows operating systems, socan be used on virtually any PC network world wide.
What benefits does the technology bring as regards to Civil Enforcement?
It is a much easier to use system, offering greater levels of accuracy and ahigher degree of control in enforcing correct parking procedures. It offerscost savings, is environmentally friendly and can be installed to full operationwithin days. It requires far less administration freeing up operatives to beable to care about customers and site maintenance without the need fortime consuming patrols and refilling tickets. Using CPS car parking services all vehicle owners are contacted and pursued following an infringement.
What benefits does the technology bring to the general public?
The technology is far more in keeping with the modern consumers who maynot always have sufficient and appropriate change to pay for parking. WithRing and Reg, once registered the consumer can easily park and has thepeace of mind knowing that it will be charged to their specified debit/creditcard upon leaving the car park. No more fumbling for the right change, nomore rushing back to beat the ticket time, no more long walks trying tolocate a machine, only to find it has no more tickets or is out of order. Theability to choose and use any participating Ring & Reg car park anywhere inthe country, further more beating the queues at toll roads, bridges andtunnels is such an added bonus.
57Becoming a member
Becoming a Member
Motorists who use pay and display machines and tolls that wish to become amember of the RING® system, may do so by using five portals that aidregistration.
1. The motorist may go ÔOnlineÕ 2. Text messaging 3. Telephone call4. Telephone operator 5. Reply post
Our objective was to make the job as easy as possible, keeping securityuppermost in our mind, yet providing sufficient inconvenience to proveconsent.
Until we receive data that proves otherwise, we can anticipate 25% will makefirst contact via their mobile phone from the location. They will be greeted bythe tri-box auto attendant that analyses the incoming number to determinethat the caller is not registered. If not they will be asked to join. A textmessage is automatically sent to their phone with a pin number, the callermay now go online and enter the web site using both the mobile number andthe pin number, or they can redial and enter Ô6Õ to change the pin number toone that is more convenient and memorable. Next the caller would press Ô7Õto receive a text message asking them to enter their registration number. Yousimple enter the registration number and press reply. For those who findthemselves in a quandary, they can simply press Ô0Õ for assistance. (Refer topages 26 & 27).
Others may ring from a land line when they get home or enter their place ofwork, again they are greeted by the tri-box but they must press Ô0Õ forassistance. An operator will be pleased to take the call and enter theirpersonal details on the callers behalf.
Finally mock ÔFixed Parking NoticesÕ will be issued during the ÕHand overperiodÕ. These FPNÕs have a self addressed post card with an application formon the rear. This can be completed and returned. A post box will be madeavailable on site, emptied daily and the contents will be analysed by the carpark attendants and the details will be entered via the web on site. The postcard can be discarded.
At any time the motorist may go online and enter the web site. They mayhave many choices available to them. Enter and register using:
1. Mobile and pin 2. Car registration number and pin 3. Email address and password 4. User name and password
We do not force users to use upper and lower case, a minimum amount ofcharacters and incorporate at least one number. The chosen word is theirs,we will incorporate a security question such as place of birth, first school,mothers maiden name, favourite pets name etc.
58 Becoming a member
The Proprietor
Will need evidence and feel secure that the public is being charged at theright price and that their money is guaranteed. Reassurance will be requiredthat no one is inconvenienced and motorists are encouraged to use thefacilities and are not being forced away. The proprietor will have a websitethat is specific to their site, they can watch data being collected and monitorall vehicles that enter and leave their site. They can bank weekly or monthlyand the proprietor can add vehicles to their ÔGuest or Exempt listÕ andremove them at will.
59Trade Associations
Trade Associations
The British Parking Associationhttp://www.britishparking.co.uk/
British Parking AssociationStuart House,41-43 Perrymount RoadHaywards Heath,West Sussex, RH16 3BN
The DVLA Approved Operator Scheme http://www.britishparking.co.uk/info_page.php?id=73&info_id=21
The Institute of Parking Professionalshttp://www.theipp.co.uk/
P.O. BOX ONE, Preston PR2 0NF
Tel: 01772 882 999Fax: 01772 882 882Email: [email protected]: www.ringandreg.com