Client: Texaco & Shell

Background
Texaco rolled out updated facility design and image standards. To encourage and facilitate its network of independent retail facility operators to upgrade to new standards, and to meet environmental regulations, Texaco teamed up with a major financial institution to provide capital improvement and facility development financing to qualified current and prospective independent dealers. Comprehensive guidelines and program materials were essential to ensure that the loan application process would be streamlined and expedited, while minimizing loan default risks.

Objective
To create comprehensive and easy-to-follow collateral materials, an intranet site and a financial analysis tool for both the customers (current and prospective independent dealers) and internal field organization personnel (Brand representatives) to effectively roll out, promote and execute the financing program. The financial analysis tool should be run on a laptop computer so the Brand representative could use it to provide instant feedback on the proposed project economics when meeting with the customer.

Program Implementation
For the customers, we created an introductory brochure and a loan application kit. The introductory brochure was an attention-grabbing sales tool that was distributed to the network of independent dealers to announce the availability of the financing program. The loan application kit was a comprehensive resource guide, which included:
• A detailed step-by-step guide to walk the customers through the whole loan application and funding process;

• A project worksheet that helped the customers to analyze the facility development costs, projected revenues and expenses;
• Checklists for each phase of the process; and
• Loan application forms, with plainly-stated loan terms and conditions.

For the Brand representatives, we created a program workbook, which was an all-in-one resource guide the Brand representatives could rely on to facilitate their customers’ loan applications and to provide additional consultation.
The workbook contained:

• A detailed step-by-step guide through the loan application and funding process, from the Brand representatives’ perspective;
• Succinctly-summarized program administration guidelines and loan terms and conditions;
• Cash flow analysis model and instructions, which could be used to demonstrate to customers the bottom-line impact of the capital improvement project and to perform "What If" analysis; and
• Template documents which could be used to communicate with management to secure internal approval of the project.

Additionally, we created an intranet site to track and focus tasks and activities and to help field personnel get answers when they need them. The intranet site automatically generates time-sensitive e-mail messages in sequence from relevant departments to keep everyone informed and in the loop. The intranet site also provides program updates and allows management to supervise the activities of all parties. Training materials were also provided for head office personnel to introduce the program to field organizations.

After Shell and Texaco merged their downstream operations in the U. S., we revised all program materials to reflect changes to the organizational structure and administrative procedures, and to support both brands.

Results
• Over $100 million in loans funded to date
• Increased fuel sales to independent dealers and franchise royalty fees
• New independent dealer accounts
• Improved brand representation

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