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SERVICE DELIVERY PROCESS

EBW's motorcycle wash concept was new and innovative. The washing process was designed to optimize time, labour, space, water, and other ingredients for washing. The machine consisted of a rectangular metal box with transparent glass walls. ${?}^1$ This allowed the biker to watch the motorcycle getting cleaned in real time. One employee was required to operate the machine; the job consisted of parking the motorcycle inside the machine and pressing the start button. The machine did the rest of the job in just two minutes. After that, the operator removed the motorcycle and returned it to the customer along with the bill.

EXPANSION PLANS

After successfully implementing motorcycle washing machines in multiple locations in Maharashtra, Karnataka, Jharkhand, and a couple of overseas locations, Taksande wanted to expand his business by opening independent stores in key locations in South India. The three strategic locations selected for expansion were Udupi, Chennai, and Bangalore. Taksande researched the market potential of these three locations and found that there was a $70$ per cent probability of having a favourable market. The steady growth of two$-$wheeler segments along with the boom in electric vehicles in these cities had a positive impact on market potential.

The expansion could be done by following one of two models: self$-$owned stores or franchise stores. If EBW expanded through self$-$owned stores, it would enjoy greater control over technological expertise and other propriety resources. In comparison, the franchise model would be relatively economical, and EBW might benefit from the expertise some franchise owners would have in marketing, sales, and operations of