Imagine driving down a dusty, dirty road, the sun beating down on your vehicle, and the thought of washing it sends a wave of frustration through you. This scene is all too familiar for many of us, but what if we told you there’s a solution to this problem? A solution that not only cleans your car but also brings in a tidy profit.
As the automotive industry continues to grow, car washes have become a staple in many communities. With more people than ever relying on their vehicles, the demand for car washes has skyrocketed. However, with this increased demand comes a crucial question: how much does it cost to own a car wash? This is a question that has plagued many entrepreneurs and small business owners, who are eager to capitalize on this lucrative market but are unsure of the financial implications.
In this article, we’ll delve into the world of car wash ownership, exploring the costs involved in setting up and running a successful car wash business. From the initial investment to ongoing expenses, we’ll cover it all, providing you with a comprehensive guide to help you make an informed decision. Whether you’re a seasoned entrepreneur or just starting out, this article will equip you with the knowledge you need to navigate the world of car wash ownership and turn your passion into a profitable venture.
We’ll cover topics such as equipment costs, labor expenses, marketing strategies, and more, giving you a clear understanding of what it takes to succeed in this industry. So, if you’re ready to take the plunge and become a car wash owner, read on to discover the secrets to success and learn how to turn your car wash into a thriving business.
Introduction to Car Wash Ownership
Owning a car wash can be a lucrative business venture, but it requires a significant investment of time, money, and resources. Before diving into the world of car wash ownership, it’s essential to understand the various factors that affect the cost of owning and operating a car wash. In this section, we’ll delve into the key considerations that will help you determine how much it costs to own a car wash.
Initial Investment
The initial investment for a car wash can vary widely, depending on the type and size of the operation. A small, self-serve car wash may require an initial investment of around $200,000 to $500,000, while a larger, full-service car wash can cost upwards of $1 million to $2 million or more. This initial investment will cover the cost of land acquisition, equipment, construction, and initial marketing efforts.
Some of the key components that affect the initial investment include:
- Land acquisition and preparation: This can range from $50,000 to $200,000 or more, depending on the location and size of the property.
- Equipment and machinery: The cost of car wash equipment, such as wash tunnels, pumps, and dryers, can range from $100,000 to $500,000 or more.
- Construction and building costs: The cost of building a car wash facility can range from $50,000 to $200,000 or more, depending on the size and design of the building.
- Marketing and advertising: Initial marketing efforts can cost around $10,000 to $50,000 or more, depending on the scope and reach of the marketing campaign.
Ongoing Expenses
In addition to the initial investment, car wash owners must also consider ongoing expenses, such as:
- Utility costs: Water, electricity, and gas bills can range from $5,000 to $20,000 or more per month, depending on the size and usage of the car wash.
- Chemical and supply costs: The cost of cleaning solutions, waxes, and other supplies can range from $1,000 to $5,000 or more per month.
- Labor costs: Hiring and training staff can cost around $5,000 to $20,000 or more per month, depending on the number of employees and their hourly wages.
- Maintenance and repair costs: Regular maintenance and repairs can cost around $1,000 to $5,000 or more per month, depending on the age and condition of the equipment.
Revenue Streams
To offset the initial investment and ongoing expenses, car wash owners must generate revenue through various streams, such as:
- Wash sales: The primary source of revenue for most car washes, with prices ranging from $5 to $20 or more per wash, depending on the type and quality of the wash.
- Vacuum and detail services: Offering additional services, such as vacuuming and detailing, can generate extra revenue and increase customer loyalty.
- Membership programs: Implementing membership programs can provide a steady stream of revenue and encourage customer loyalty.
By understanding the initial investment, ongoing expenses, and revenue streams, car wash owners can create a comprehensive business plan and make informed decisions about their operation.
Case Study: Successful Car Wash Ownership
A successful car wash owner in California invested $750,000 in a small, self-serve car wash and generated $250,000 in revenue in the first year. By keeping ongoing expenses low and focusing on providing excellent customer service, the owner was able to increase revenue by 15% annually and expand the business to include additional services, such as detailing and waxing.
Key takeaways from this case study include:
- Conduct thorough market research to understand the demand for car wash services in your area.
- Develop a comprehensive business plan that outlines initial investment, ongoing expenses, and revenue streams.
- Focus on providing excellent customer service to build loyalty and increase revenue.
By following these tips and understanding the key considerations for car wash ownership, entrepreneurs can make informed decisions and increase their chances of success in the car wash industry.
Calculating the Cost of Owning a Car Wash
Initial Investment: Purchasing or Building a Car Wash
When considering owning a car wash, one of the first and most significant expenses is the initial investment. This can range from purchasing an existing car wash to building a new one from scratch. The cost of purchasing a car wash can vary widely depending on factors such as location, size, and type of equipment. On average, a car wash can cost anywhere from $200,000 to over $1 million.
Building a new car wash, on the other hand, can be a more expensive option. The cost of land, construction, and equipment can range from $500,000 to over $2 million. However, building a car wash can also provide an opportunity to design and install state-of-the-art equipment and facilities, which can lead to increased efficiency and profitability.
In addition to the initial investment, it’s essential to consider ongoing expenses such as utilities, maintenance, and supplies. These costs can add up quickly, so it’s crucial to factor them into your overall business plan.
Operating Expenses: Utilities, Maintenance, and Supplies
Operating expenses are a significant part of owning a car wash. Utilities such as water, electricity, and gas can be costly, especially if you’re running a high-volume car wash. According to the Car Wash Association, the average car wash uses around 1 million gallons of water per year, which can cost around $50,000 to $100,000 annually.
Maintenance costs can also add up quickly, especially if you’re not properly maintaining your equipment. Regular maintenance can help prevent costly repairs and extend the life of your equipment. On average, maintenance costs can range from 5% to 10% of your total revenue.
Supplies such as soap, rinse aid, and other chemicals can also be a significant expense. The cost of supplies can vary depending on the type and quality of the products you use. On average, supplies can cost around $10,000 to $20,000 per year.
Equipment Costs: Purchasing and Upgrading
Equipment Costs: Purchasing and Upgrading
Equipment costs are a significant part of owning a car wash. The type and quality of equipment you use can have a direct impact on your operating efficiency and profitability. Purchasing new equipment can be a significant expense, but it can also provide an opportunity to upgrade to more efficient and cost-effective technology.
On average, a car wash can spend around $50,000 to $100,000 per year on equipment upgrades and maintenance. However, this cost can vary widely depending on the type and quality of equipment you use.
Some common equipment costs to consider include:
- Soft-cloth wash systems: These systems use soft cloths to clean cars, which can be more efficient and cost-effective than traditional brush systems. Cost: $50,000 to $100,000.
- High-pressure wash systems: These systems use high-pressure water jets to clean cars, which can be more efficient and cost-effective than traditional low-pressure systems. Cost: $30,000 to $70,000.
- Dryers and blowers: These systems use hot air to dry cars, which can be more efficient and cost-effective than traditional towel drying systems. Cost: $20,000 to $50,000.
Marketing and Advertising Costs
Marketing and advertising costs are essential for attracting and retaining customers. The cost of marketing and advertising can vary widely depending on the size and scope of your operation.
Some common marketing and advertising costs to consider include: (See: Car Washes Open Near Me)
- Print advertising: This can include newspaper ads, flyers, and brochures. Cost: $5,000 to $20,000 per year.
- Digital advertising: This can include online ads, social media, and email marketing. Cost: $2,000 to $10,000 per year.
- Signage and branding: This can include signs, logos, and branding materials. Cost: $5,000 to $20,000.
Staffing and Labor Costs
Staffing and labor costs are essential for operating a car wash. The cost of staffing and labor can vary widely depending on the size and scope of your operation.
Some common staffing and labor costs to consider include:
- Wash bay staff: These are the employees who actually wash the cars. Cost: $20,000 to $50,000 per year.
- Management and supervision: These are the employees who oversee the operation of the car wash. Cost: $30,000 to $70,000 per year.
- Customer service staff: These are the employees who interact with customers. Cost: $20,000 to $50,000 per year.
Insurance and Liability Costs
Insurance and liability costs are essential for protecting your business from potential risks and liabilities.
Some common insurance and liability costs to consider include:
- Liability insurance: This can protect your business in case of accidents or injuries. Cost: $5,000 to $20,000 per year.
- Equipment insurance: This can protect your business in case of equipment damage or loss. Cost: $2,000 to $10,000 per year.
- Business insurance: This can protect your business in case of financial losses or setbacks. Cost: $5,000 to $20,000 per year.
Other Expenses
Other expenses can include:
- Trash and waste disposal: This can cost around $5,000 to $20,000 per year.
- Utilities: This can cost around $10,000 to $50,000 per year.
- Office expenses: This can cost around $5,000 to $20,000 per year.
Conclusion
Owning a car wash can be a profitable and rewarding business, but it requires careful consideration of initial investment, ongoing expenses, and other costs. By understanding these costs, you can make informed decisions about your business and create a successful and profitable car wash operation.
Understanding the Costs of Owning a Car Wash
Owning a car wash can be a lucrative business, but it requires a significant investment of time, money, and resources. The cost of owning a car wash can vary greatly, depending on several factors such as the type of car wash, location, size, and equipment. In this section, we will delve into the various costs associated with owning a car wash and provide practical tips for entrepreneurs who are considering starting a car wash business.
Initial Investment Costs
The initial investment costs of owning a car wash can be substantial. These costs include the purchase or lease of land, construction of the car wash building, installation of equipment, and purchase of supplies. The cost of land can vary greatly, depending on the location and size of the property. For example, a small piece of land in a rural area may cost $50,000, while a larger piece of land in a urban area may cost $500,000 or more.
The cost of constructing a car wash building can also vary, depending on the size and design of the building. A basic car wash building may cost $100,000 to $200,000, while a larger, more elaborate building may cost $500,000 or more. The cost of equipment, such as wash tunnels, pumps, and vacuums, can also add up quickly. A basic car wash equipment package may cost $50,000 to $100,000, while a more advanced package may cost $200,000 or more.
Ongoing Operating Costs
In addition to the initial investment costs, there are also ongoing operating costs associated with owning a car wash. These costs include the cost of water, electricity, and chemicals, as well as labor costs, marketing expenses, and maintenance costs. The cost of water and electricity can vary, depending on the location and size of the car wash. For example, a small car wash may pay $500 to $1,000 per month for water and electricity, while a larger car wash may pay $5,000 to $10,000 or more.
The cost of chemicals, such as soap and wax, can also add up quickly. A small car wash may pay $500 to $1,000 per month for chemicals, while a larger car wash may pay $2,000 to $5,000 or more. Labor costs, including the cost of hiring and training employees, can also be significant. A small car wash may pay $5,000 to $10,000 per month for labor, while a larger car wash may pay $20,000 to $50,000 or more.
Equipment and Maintenance Costs
The cost of equipment and maintenance can also be significant. Car wash equipment, such as wash tunnels and pumps, can be expensive to purchase and maintain. The cost of replacing worn-out parts, such as brushes and nozzles, can also add up quickly. A small car wash may pay $1,000 to $2,000 per year for equipment maintenance, while a larger car wash may pay $5,000 to $10,000 or more.
In addition to equipment maintenance, there are also other maintenance costs associated with owning a car wash. These costs include the cost of cleaning and maintaining the car wash building, as well as the cost of repairing and replacing damaged equipment. A small car wash may pay $1,000 to $2,000 per year for building maintenance, while a larger car wash may pay $5,000 to $10,000 or more.
| Cost Category | Small Car Wash | Large Car Wash |
|---|---|---|
| Initial Investment | $200,000 to $500,000 | $500,000 to $1,000,000 |
| Ongoing Operating Costs | $5,000 to $10,000 per month | $20,000 to $50,000 per month |
| Equipment and Maintenance Costs | $1,000 to $2,000 per year | $5,000 to $10,000 per year |
Strategies for Reducing Costs and Increasing Profitability
While the costs of owning a car wash can be significant, there are several strategies that entrepreneurs can use to reduce costs and increase profitability. One strategy is to invest in energy-efficient equipment, such as LED lighting and solar panels, which can help reduce energy costs. Another strategy is to implement a water recycling system, which can help reduce water costs and minimize the car wash’s environmental impact.
Entrepreneurs can also reduce labor costs by implementing automated systems, such as self-service kiosks and automated payment systems. Additionally, car wash owners can increase profitability by offering additional services, such as detailing and oil changes, which can help attract more customers and increase revenue.
Marketing and Promotion Strategies
Effective marketing and promotion are critical to the success of a car wash business. Car wash owners can use a variety of marketing strategies to attract customers, including social media advertising, email marketing, and loyalty programs. Additionally, car wash owners can offer discounts and promotions to attract new customers and retain existing ones.
Car wash owners can also partner with other businesses, such as oil change shops and auto repair shops, to offer bundled services and attract more customers. Additionally, car wash owners can participate in community events and sponsor local charities to build brand awareness and establish a positive reputation.
- Invest in energy-efficient equipment to reduce energy costs
- Implement a water recycling system to reduce water costs and minimize environmental impact
- Implement automated systems to reduce labor costs
- Offer additional services, such as detailing and oil changes, to increase revenue
- Use effective marketing and promotion strategies to attract customers
Financial Planning and Management
Financial planning and management are critical to the success of a car wash business. Car wash owners must carefully manage their finances to ensure that they have enough cash flow to cover expenses and invest in the business. This includes creating a budget, tracking expenses, and making financial projections.
Car wash owners can also use financial management tools, such as accounting software and point-of-sale systems, to streamline financial operations and improve efficiency. Additionally, car wash owners can work with financial advisors and accountants to ensure that they are taking advantage of all available tax deductions and credits.
By carefully managing their finances and implementing effective cost-reduction strategies, car wash owners can increase profitability and build a successful business. With the right planning and management, a car wash
Calculating the Initial Investment: Essential Costs to Consider
When considering owning a car wash, it’s essential to understand the initial investment required. This includes various costs that can significantly impact the overall affordability of the business. In this section, we will delve into the essential costs to consider and provide a detailed breakdown of the expenses involved.
Site Acquisition and Preparation
The cost of acquiring a site for a car wash can vary greatly depending on the location, size, and zoning regulations. The initial investment for site acquisition can range from $50,000 to $500,000 or more. This cost includes the purchase price of the land, site preparation, and any necessary permits.
Another significant expense is the cost of constructing the car wash facility. This includes the installation of equipment, plumbing, electrical, and other necessary infrastructure. The cost of construction can range from $200,000 to $1 million or more, depending on the size and complexity of the project.
Table 1: Estimated Costs for Site Acquisition and Construction (See: Get Rid Car Wash Scratches)
| Cost Category | Estimated Cost Range |
|---|---|
| Site Acquisition | $50,000 – $500,000 |
| Construction | $200,000 – $1,000,000 |
| Total | $250,000 – $1,500,000 |
Equipment and Technology
Equipment and Technology
The cost of equipment and technology for a car wash can be substantial. The initial investment for equipment, such as brushes, pumps, and water treatment systems, can range from $100,000 to $500,000 or more, depending on the size and type of equipment. Additionally, the cost of software and technology to manage the car wash, including point-of-sale systems, inventory management, and customer relationship management, can range from $10,000 to $50,000 or more.
Table 2: Estimated Costs for Equipment and Technology
| Cost Category | Estimated Cost Range |
|---|---|
| Equipment | $100,000 – $500,000 |
| Software and Technology | $10,000 – $50,000 |
| Total | $110,000 – $550,000 |
Specialized Equipment
Some car washes may require specialized equipment, such as tunnel washes, conveyor belt washes, or automatic car washes. These systems can be more expensive, with initial investments ranging from $500,000 to $2 million or more. Additionally, the cost of maintenance and repairs for these systems can be higher, requiring a larger budget for ongoing expenses.
Marketing and Advertising
The cost of marketing and advertising for a car wash can be significant. Initial investments for marketing and advertising can range from $10,000 to $50,000 or more, depending on the scope of the campaign. Ongoing expenses for marketing and advertising can range from $2,000 to $10,000 per month or more, depending on the frequency and reach of the advertising.
Table 3: Estimated Costs for Marketing and Advertising
| Cost Category | Estimated Cost Range |
|---|---|
| Initial Investment | $10,000 – $50,000 |
| Ongoing Expenses | $2,000 – $10,000/month |
| Total | $20,000 – $160,000/year |
Staffing and Training
The cost of staffing and training for a car wash can be significant. Initial investments for hiring and training staff can range from $5,000 to $20,000 or more, depending on the number of employees and the complexity of the training. Ongoing expenses for staffing and training can range from $5,000 to $20,000 per month or more, depending on the number of employees and the frequency of training.
Table 4: Estimated Costs for Staffing and Training
| Cost Category | Estimated Cost Range |
|---|---|
| Initial Investment | $5,000 – $20,000 |
| Ongoing Expenses | $5,000 – $20,000/month |
| Total | $60,000 – $240,000/year |
Total Initial Investment
The total initial investment for owning a car wash can range from $500,000 to $3 million or more, depending on the size, location, and complexity of the business. This initial investment includes the costs of site acquisition and construction, equipment and technology, marketing and advertising, staffing and training, and other necessary expenses.
Table 5: Estimated Total Initial Investment
| Cost Category | Estimated Cost Range |
|---|---|
| Site Acquisition and Construction | $250,000 – $1,500,000 |
| Equipment and Technology | $110,000 – $550,000 |
| Marketing and Advertising | $20,000 – $160,000 |
| Staffing and Training | $60,000 – $240,000 |
| Total | $440,000 – $2,550,000 |
Conclusion
As you can see, the initial investment for owning a car wash can be substantial
Key Takeaways
The cost of owning a car wash can vary greatly depending on several factors, including the type of car wash, location, and equipment. It’s essential to consider these factors when determining how much to own a car wash. A thorough analysis of the initial investment, ongoing expenses, and potential revenue streams is crucial to making an informed decision.
Understanding the financial aspects of car wash ownership is vital to ensuring the long-term success of the business. This includes considering the cost of land acquisition, equipment, and labor, as well as ongoing expenses such as water, electricity, and maintenance. By carefully evaluating these factors, prospective car wash owners can make informed decisions and create a successful business.
To get started, consider the following key points:
- Determine the initial investment required to start a car wash.
- Calculate ongoing expenses, including water and electricity costs.
- Research local market conditions and competition.
- Develop a comprehensive business plan and budget.
- Consider financing options and funding sources.
- Evaluate the potential return on investment and revenue streams.
- Assess the need for insurance and liability coverage.
- Plan for ongoing maintenance and equipment upgrades.
By following these key takeaways and conducting thorough research, prospective car wash owners can make informed decisions and set themselves up for success in the car wash industry, and look forward to a profitable and sustainable business venture in the future.
Frequently Asked Questions
What is the initial investment to own a car wash?
Owning a car wash requires a significant initial investment, which can range from $100,000 to over $1 million, depending on the type and size of the car wash. The investment includes the cost of land, equipment, construction, and initial operational expenses. The cost can be broken down into several components, including the cost of tunnels, bays, and equipment, as well as the cost of plumbing, electrical, and architectural design. Additionally, you will need to consider the cost of labor, marketing, and ongoing expenses, such as chemicals, water, and energy. It’s essential to create a comprehensive business plan and consult with experts to determine the exact initial investment required for your car wash venture. (See: Club Car Wash Family Plan)
How does a car wash business generate revenue?
A car wash business generates revenue through various channels, including wash sales, membership programs, and additional services such as detailing, oil changes, and convenience store sales. The primary source of revenue is from wash sales, which can be generated through individual washes or membership programs that offer customers a set number of washes per month. Additional services, such as detailing and oil changes, can also contribute to revenue, as well as sales from convenience stores or vending machines on site. To maximize revenue, it’s crucial to implement effective pricing strategies, manage labor and operational costs, and maintain high customer satisfaction levels.
Why should I consider owning a car wash business?
Owning a car wash business can be a lucrative and rewarding venture, offering several benefits, including a relatively stable and consistent revenue stream, low labor costs, and the potential for high profit margins. Car washes are also less susceptible to economic downturns, as people will always need to wash their cars, regardless of the state of the economy. Additionally, a car wash business can provide a sense of community, as it becomes a regular destination for customers, and can also offer opportunities for environmental sustainability, such as using eco-friendly equipment and practices. With the right management and maintenance, a car wash business can be a successful and profitable venture.
How do I start a car wash business from scratch?
Starting a car wash business from scratch requires careful planning and execution. The first step is to conduct market research and create a comprehensive business plan, including a detailed financial analysis, marketing strategy, and operational plan. Next, you will need to secure funding, either through loans, investors, or personal savings. Once funding is in place, you can begin the process of acquiring land, designing and building the car wash, and purchasing equipment. It’s essential to obtain necessary permits and licenses, hire and train staff, and develop a marketing strategy to attract customers. You should also consider consulting with experienced car wash owners or industry experts to ensure a smooth and successful launch.
What are the common problems faced by car wash owners?
Car wash owners may face several common problems, including equipment breakdowns, water and energy shortages, and environmental concerns. Other challenges may include managing labor costs, maintaining customer satisfaction, and dealing with competition from other car washes. Additionally, car wash owners must comply with regulations and laws related to water usage, waste disposal, and employee safety. To mitigate these problems, it’s crucial to invest in regular equipment maintenance, implement water and energy conservation measures, and develop strategies to manage labor costs and customer expectations. Staying up-to-date with industry developments and best practices can also help car wash owners overcome common challenges and ensure the long-term success of their business.
Which is better, a full-service car wash or an express car wash?
The choice between a full-service car wash and an express car wash depends on several factors, including target market, competition, and available resources. Full-service car washes offer a more personalized experience, with attendants washing and drying cars by hand, and may be more suitable for high-end or luxury vehicles. Express car washes, on the other hand, are more efficient and cost-effective, using automated equipment to quickly wash and dry cars. Express car washes are often more appealing to customers who value convenience and speed. Ultimately, the decision between a full-service and express car wash should be based on your business goals, target market, and available resources.
How much does it cost to maintain and upgrade a car wash?
The cost of maintaining and upgrading a car wash can vary widely, depending on the size and type of the car wash, as well as the frequency and quality of maintenance. Regular maintenance, such as equipment repairs and replacement, can cost between $5,000 to $20,000 per year. Upgrades, such as installing new equipment or expanding the car wash, can cost significantly more, ranging from $50,000 to $200,000 or more. It’s essential to budget for ongoing maintenance and upgrades to ensure the car wash remains efficient, effective, and competitive. Additionally, car wash owners should consider investing in energy-efficient and water-conserving equipment to reduce operational costs and minimize environmental impact.
What are the environmental considerations of owning a car wash?
Owning a car wash requires careful consideration of environmental impact, as car washes use significant amounts of water and energy. Car wash owners can take several steps to minimize their environmental footprint, including installing water-conserving equipment, using eco-friendly cleaning products, and implementing recycling programs. Additionally, car wash owners can explore alternative energy sources, such as solar or wind power, to reduce their reliance on non-renewable energy sources. By adopting environmentally sustainable practices, car wash owners can reduce their operational costs, enhance their reputation, and contribute to a more sustainable future.
Can I own a car wash as a passive investment?
Owning a car wash as a passive investment is possible, but it requires careful planning and management. To own a car wash passively, you will need to hire a experienced manager or management company to oversee the day-to-day operations, including staffing, marketing, and maintenance. You will also need to invest in automated equipment and systems to minimize labor costs and maximize efficiency. Additionally, you should establish clear goals, objectives, and key performance indicators (KPIs) to ensure the car wash is operating effectively and generating the desired returns. With the right management and systems in place, owning a car wash can be a lucrative and relatively passive investment opportunity.
Conclusion
After diving into the world of car wash ownership, you now possess the essential knowledge to make an informed decision about investing in this lucrative business. You’ve learned how to calculate the costs, identify potential revenue streams, and weigh the pros and cons of owning a car wash. The value of owning a car wash lies in its ability to generate a steady stream of income, provide a sense of community, and offer a unique opportunity for entrepreneurship.
By owning a car wash, you’ll not only be providing a vital service to your customers, but also creating jobs and stimulating local economic growth. Moreover, a well-managed car wash can be a profitable venture, offering a return on investment that far exceeds other business opportunities. Whether you’re a seasoned entrepreneur or just starting out, owning a car wash can be a rewarding and lucrative experience.
So, what’s next? If you’re convinced that owning a car wash is right for you, it’s time to take the first step. Research local car washes, attend industry events, and connect with other entrepreneurs who have successfully navigated the car wash business. Create a comprehensive business plan, secure funding, and begin building your team. With hard work, dedication, and the right guidance, you’ll be on your way to owning a successful car wash that brings joy and convenience to your customers.
As you embark on this exciting journey, remember that owning a car wash is not just about generating revenue – it’s about building a community, creating jobs, and making a lasting impact on your local economy. By investing in a car wash, you’ll be contributing to a brighter future for yourself, your employees, and your customers. So, don’t let this opportunity pass you by – take the leap and make your car wash dreams a reality.
