Business Opportunities - Shell for Motorists

Learn about how to open up a Shell service station franchise or dealership.

About the Service Station

Who can apply for a Shell dealership

What Shell offers dealers/retailers

What Shell expects from dealers/retailers

Total automotive fuel sold through Shell service stations account for a major share of the retail fuels market. Over 900 Shell service stations are found throughout the country, with about half of them company-owned and the other half, dealer-owned. Shell dealers are valued members of the Shell family. 
 

 
Many of the stations operate 24-hours a day, offering Shell's full range of world-class quality fuels and lubricants, as well as vehicle lubrication and car washing services.

Shell V-Power, Shell Premium Unleaded, Shell Super Unleaded and Shell Diesoline are the core products channelled through the retail outlets.

A convenient, clean and safe retail environment thus awaits each customer in every Shell retail station. SELECT convenience stores and Shell Shops in Shell retail sites complete Shell's offering to customers.

Dealers are business-minded individuals who have become partners of Shell in the retail fuel business. To apply, interested parties must first secure a "pre-screening checklist." The checklist outlines the qualifying criteria for a Shell dealership.

1. Shell Brand & other Trade Marks - Retailer will have his own name as a corporation or individual business owner. However, he would operate Shell's service station business under the Trade Name of Shell. A Shell Retailer is given the right to use Shell's logos, signage, slogans and Trade Marks which are world renowned symbols of high quality in fuel products and related services. 

 
2. Location and Market Study - Shell's network planners identify strategic and suitable locations for Shell service stations, using proven criteria for successful business locations. Shell provides specific market study for each outlet that includes projected sales, operating expense, capitalisation, manning complement and others. The Retailer can be assured of the viability of each and every site.

3. Layout and Fitting out of Service Station

4. Building and Equipment

5. Operating Standards

6. Training for Retailer and Staff

7. Procurement Programs

8. Pre-Opening Assistance

9. Grand Opening Assistance

10. Marketing Strategies

11. Research and Development

12. Business Counselling 
 
What Shell dealers/retailers can expect from the service station business 
 
- Average rate of Return On Investment (ROI) ranges from 30% to 40%.

- Average Pay back period is about 2-3 years.
 

1. Management Skills - Retailer will provide management time and effort in operating the business. He will be responsible for implementing Standard Operating Procedures as indicated in the Operating Manuals provided by Shell as well as monitoring the compliance level of all service station staff.

2. Service Station Staff - Retailer will take care of the day to day manning complement of the service station, making sure that all service station staff are highly competent in delivering the product and services to our customers at the highest level of customer service. Retailer will also be responsible for hiring new staff, providing basic in-house training, monitoring staff performance, providing staff incentives and administering other personnel policies.

3. Working Capital - Retailer shall provide all the necessary capital to run the service station business smoothly. Average investment needed to operate the service station business is about Php3.0 Mn. to Php5.0 Mn.

4. Knowledge of the Trading Area