If the Shoe Fits ...
Service at Mountain View does not stop with a good carwash, according to Desai. The wash also offers customers the opportunity to get a shoeshine.
"Our shoeshine guy is very popular," Desai says. "He's been with us since we opened. A lot of customers get a shoeshine as they have their carwash done."
Mountain View provides space for Chico Montgomery's independent business, which he runs full-time, five days a week.
Although Montgomery is not an employee of Mountain View, Desai looks at the shoeshine business as "a service to the customer. It's mainly a draw it's not a profit center for us."
Mountain View also offers customers a boutique which features greeting cards and auto-related accessories, as well as ice cream, sodas and candies. The owners are currently working on expanding that area to add a few more items.
"Right now we don't have any gift items, so that's what we are trying to add," Desai says. "Geera is working with different vendors right now, selecting the items."

From Selling Stars
To Cleaning Cars
In 1989, the Desai's had only seen carwashes and heard from friends that the business was good.
Sam, who had previously worked in the video rental business, was looking to get into a new business and decided to buy a carwash.
After researching and calling brokers from newspapers to learn about different carwashes, the Desais found that existing carwash prices were high. They then decided to buy property and build a carwash from scratch.
Today, in addition to the Chevron gas station and detail center already at Mountain View, the Desais are adding an express oil and lube center.
"It adds to the profit center it adds to your bottom line," Desai says. "Because we have existing carwash traffic, it will be a lot easier to attract customers for an oil change."

Washes and
Special Promotions
Mountain View offers several wash packages. The basic full-service wash begins at $7.95 and includes vacuuming and full-service cleaning inside and out.
The minimum package, the "Silver Wash," includes the full-service wash, air freshener, sealer wax and polishing wax for $10.95.
The "Gold Wash" also includes the full-service wash, air freshener, but adds a rainbow wax, clearcoat sealant and tire dressing for $12.95. The "Diamond Wash" adds an undercarriage wash and wheel brightener for $16.95.
The "Platinum Wash" includes the "Diamond Wash" with a complete dressing inside and outside for $19.95.
In addition, an express hand wax service is offered for $29.95 for most cars; it runs a little higher for full-size trucks and vans.
Special promotions make it even more attractive to have your car washed at Mountain View.
Customers get a dollar off different washes every Wednesday for "Managers Day," and seniors get their washes for $4.99 every Tuesday for "Senior Citizens' Day."

Customers Can
Join the Club
Customers can also save money on carwashes by joining the "Clean Car Club."
"People have the choice of buying a 30-, 60- or 90-day pass, or a pass for six months or a year," Desai says. "They pre-pay [a set price] for that. If they come a minimum of three or four times a month, they ought to break even, and thereafter they would be saving on it. We just started it, but it's slowly picking up."
There are no limitations on the number of times customers can get their cars washed within the time limit, but the deal only works with the car of their choice.
"[It is] good only for that particular license plate," Desai says. "We note the license plate on the card we give the customer and then we put that on our computer. That way, it automatically keeps track of it."
Members also they receive an additional 10 percent discount on detailing services and boutique items.
Beth Angerosa is an editorial intern at National Trade Publications, Inc., publisher of Professional Carwashing & Detailing.