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Operator Profile: Jim Moseley, James Limousine (Marlton, NJ and Wilmington, DE)

Posted on March 1, 1994 by LCT Staff - Also by this author

In Business: 13 years

Fleet: 9 limousines and 5 sedans in Marlton, and 5 limousines, 5 sedans, and 1 14-passenger bus in Wilmington.

Number of Chauffeurs: 10 full time, 10 part time in Marlton. 8 full time, 4 part time in Wilmington.

Benefits Offered: Health insurance.

Business Breakdown: 80% corporate, 20% personal (including proms, night on the town, etc.).

Average Orders Per Day: 35 per day in Marlton, 30 per day in Wilmington.

Average Daily Revenue: $2,550 in Marlton, $1,800 in Wilmington.

Chauffeur Management: Each full-time driver keeps his vehicle at home. All dispatching is done over the phone at night. Any immediate work or changes are called in. “This policy has helped instill a pride of ownership in the vehicles. We have a central stock of supplies here at the office and all chauffeurs have the authority to sign for services at Lakeview Custom Coach, Jiffy Lube, and two area gas stations. We also recently negotiated a contract with a local car wash here in Marlton.”

Offering a Product: Moseley had a computer program designed for his company in 1982. He worked with the original designer to upgrade the program and found it to be so helpful; he bought the rights to it in 1985 and began marketing it. Moseley wanted to offer this TripTracker software from JLS to other operators because he believed the simplicity of it could help them in their business.

Expanding With Franchises: Moseley was approached by Joe Bonnie in 1985 about starting a franchise in Delaware. “Joe had a Hertz franchise there and wanted to expand his business base. He believed this industry would be a natural extension of that. He chose us because of the quality of our service. In 1989 he gave up the Hertz car franchise to devote more attention to the livery company.”

Moseley’s Madness: “The thing that bothers me most is not necessarily the gypsy operators, but those who are in it part time with another primary source of income. These people get into it because they think it’s glamorous and when they find out the financial realities, they cut their prices in order to make their car payments. That just undercuts people who are in this business to make a profit.”

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