A gas station, also known as a filling station, petrol station, or fuel station, is a business that sells fuel and other automotive products to consumers.
These businesses play a crucial role in the transportation sector by providing a convenient location for motorists to refuel their vehicles.
Gas stations primarily sell different types of fuel, including petrol (gasoline), diesel, and sometimes kerosene which have been substituted for cooking gas lately.
Petrol is the most commonly sold fuel for cars, while diesel is used for commercial vehicles and some cars. Kerosene or cooking gas is sold for household use.
Gas stations often provide additional services beyond fuel sales. These may include car maintenance services, tire inflation, oil changes, and sometimes basic vehicle repairs. Some gas stations also have convenience stores selling snacks, beverages, and other essentials.
Here is how to start a gas station business also known as filling station business in Nigeria:
Table of Contents
1. Determine if You Will be a Dependent or Independent Marketer:
The gas station industry is classified as a marketing entity within the petroleum sector, comprising two distinct types of marketers: the Dependent Marketer and the Independent Marketer.
The first step in opening a gas station in Nigeria is to decide whether you want to operate as a dependent or independent marketer.
This is a crucial decision that will affect your business structure and relationships within the petroleum industry.
Dependent Marketer: If you choose to be a dependent marketer, it means you will enter into a marketing agreement with a major oil company. In this arrangement, you will operate your gas station under the brand and guidelines of the oil company. Typically, the major oil company supplies you with petroleum products, and you will benefit from their established brand recognition. However, you’ll likely have to adhere to specific standards, pricing structures, and branding requirements set by the oil company. While you have the advantage of association with a well-known brand, your independence in decision-making may be somewhat limited.
Independent Marketer: On the other hand, if you opt to be an independent marketer, you will operate without a binding agreement with a major oil company. This gives you more flexibility and autonomy in running your gas station. As an independent marketer, you have the freedom to choose your suppliers and set your own business practices, including pricing strategies and branding. While you gain more independence in decision-making, you may face the challenges of establishing your brand and building a customer base without the immediate recognition that comes with a major oil company’s name.
Impact on Business Model and Supplier Relationships: The decision between dependent and independent marketing significantly influences your business model. Dependent marketers often operate within a more structured framework set by the major oil company, while independent marketers have the responsibility of creating and managing their own business strategies. Additionally, the choice affects your relationships with oil suppliers; dependent marketers rely on a specific oil company for their product supply, while independent marketers have the flexibility to negotiate with various suppliers.
Ultimately, this decision is a key determinant in shaping your gas station business. It’s essential to carefully consider your goals, preferences, and the level of autonomy you desire in managing your gas station business operations within the dynamic landscape of the Nigerian petroleum industry before deciding on which type of petroleum marketer you want your business to operate as.
2. Market Research:
Conducting a market research before opening a filling station is a vital step that involves gathering and analyzing information about the market in which you plan to operate.
Here’s a breakdown of the key components of coming up with a great market research in the course of starting a gas station business:
1. Understand the Demand for Petroleum Products: The demand for petroleum products in Nigeria is above 17.3 million metric tonnes with a market value of about USD 402 billion.
But since your gas station is not going to be supplying the entire country you will have to determine the demand for petroleum products, such as gasoline, diesel, and possibly kerosene/cooking gas if you choose to integrate it, in the specific location where you intend to establish your gas station.
Analyze factors that influence demand, such as population density, industrial activities, transportation needs, and economic trends. Understanding the demand will help you estimate the volume of products your gas station is likely to sell.
2. Analyze the Competition: Identify and analyze existing gas stations in the area. Assess their strengths, weaknesses, pricing strategies, and the services they offer. Understanding the competitive landscape will enable you to position your gas station effectively. Consider factors such as location, convenience, branding, and any unique offerings that could give you a competitive advantage.
3. Identify Potential Customers: Define your target market by identifying potential customers in the area. Consider demographics, purchasing behavior, and preferences. Understanding your potential customer base will help you tailor your services and marketing strategies to meet their needs and expectations.
4. Assess Market Dynamics: Examine broader market dynamics, including economic conditions, government policies, and any seasonal trends like December fuel scarcity that impact the demand for petroleum products. Stay informed about changes in fuel prices, regulatory requirements, and other factors that can affect your business operations.
The information gathered through market research provides a foundation for making informed decisions about your gas station business.
It helps you develop a realistic business plan, set pricing strategies, and design marketing campaigns that resonate with your target audience.
By understanding the market dynamics, you can adapt your offerings to meet the evolving needs of customers.
Importance of Market Research in the Gas Station Business: Market research is essential for mitigating risks and maximizing opportunities. It helps you avoid potential pitfalls by providing insights into the viability of your business concept. Additionally, it guides your decision-making process, ensuring that your gas station is well-positioned to thrive in the competitive petroleum industry.
3. Business Plan:
When you are done with the market research, the business plan follows next. The business plan is a detailed document that outlines the goals, strategies, and operational plans for your gas station business.
This business plan document must contain the following key elements:
1. Business Goals: You have to clearly articulate the short-term and long-term goals of your gas station business. This could include objectives such as achieving a certain market share, expanding operations, or becoming a preferred fuel provider in the chosen location.
2. Target Market: Define your target market by identifying the demographics, behaviors, and preferences of your potential customers. Understand their fuel consumption patterns, preferred payment methods, and any additional services they may value.
3. Marketing Strategies: Outline your marketing strategies to attract and retain customers. This could involve branding initiatives, advertising campaigns, promotions, loyalty programs, and partnerships with local businesses. Clearly define how you plan to differentiate your gas station from competitors.
4. Financial Projections: Provide detailed financial projections, including estimates of startup costs, operating expenses, and revenue forecasts. Consider factors such as fuel prices, sales volume, and any seasonal variations in demand. This section is crucial when seeking financing or attracting investors, as it demonstrates the financial viability of your business.
5. Operational Plans: Detail the day-to-day operations of your gas station. This includes staffing requirements, hours of operation, inventory management, safety protocols, and customer service standards. Address any unique operational challenges specific to the petroleum industry.
6. Risk Analysis: Identify potential risks and challenges that your gas station may face. This could include regulatory changes, fluctuations in fuel prices, security concerns, or economic downturns. Develop strategies to mitigate these risks and demonstrate your awareness of potential challenges.
7. Executive Summary: Summarize the key components of your business plan in an executive summary. This section provides a quick overview of your gas station business and is often the first part investors or lenders review. It should capture the essence of your business concept and the opportunities it presents.
Importance of having a Business Plan before starting a gas station business: A well-developed business plan serves as a roadmap for your gas station business. It not only guides your decision-making but also provides a structured document that can be shared with potential investors, lenders, or partners. A comprehensive business plan demonstrates your commitment to the venture and your ability to navigate the challenges of the petroleum industry.
4. Capital:
The capital needed to start a filling station business in Nigeria ranges between N25million to N100million Niara.
A major factor that influences the capital is the type of marketer you want your gas station business to operate: Dependent or independent marketer.
Opting for an Independent Marketer role allows you to have 100% control of your filling station business, and it comes with a higher cost of at least 50 million Naira for your filling station business to be fully established.
On the other hand, operating as a dependent marketer comes with a less financial burden but at the cost of not having total control of your gas station, especially in decisions that affect prices and brands. The existing brand or oil company under which your gas station is operating provides some support in terms of infrastructure and brand recognition. However being a dependent marketer comes with ongoing fees, obligations, or restrictions imposed by the parent company. With a minimum of N25million Niara, you can establish your filling station business in Nigeria as a dependent marketer.
This capital will be spent on the following expenses:
- Land acquisition,
- Construction or setup of the facility,
- Purchase of equipment (fuel pumps, tanks, etc.),
- Installation of necessary infrastructure.
- Costs associated with obtaining the required permits and licenses
- Initial Inventory of petroleum products to stock your gas station
- Operating Expenses (This includes costs related to staffing, utilities, maintenance, insurance, marketing, and other day-to-day operational needs)
Once the exact total capital needed has been determined via your market research and business plan, you can consider alternative financing options if your personal funds fall short. This may entail securing loans from financial institutions or seeking investors and partners. Before committing to any external funding, carefully assess the terms, interest rates, and repayment schedules associated with it.
5. Location and Facility Setup:
Selecting the right location and designing a well-functioning facility are critical steps in establishing a successful gas station business in Nigeria, especially if you are going to be setting it up in an urban area.
The first thing you want to do is to choose a location for your gas station that strategically aligns with your business goals. Consider factors such as high traffic volume, accessibility, and proximity to residential and commercial areas.
A location with high visibility and easy access for motorists is essential for attracting customers. Analyze the surrounding infrastructure, road networks, and potential future developments that may impact the flow of traffic.
You need to ensure that your chosen location complies with zoning regulations and land-use policies set by local authorities.
For example, in many states in Nigeria, establishing a filling station business in densely populated residential areas is typically prohibited. Therefore, it is crucial to be aware of the zoning regulations applicable to your state before finalizing a location for your gas station business to prevent the possibility of receiving a demolition notice from the state government.
Zoning regulations specify the types of businesses allowed in specific areas, and adherence to these regulations is crucial for obtaining necessary permits and licenses. Work closely with the local government in your city or location to confirm that your gas station meets all zoning requirements.
In terms of facility setup, you have to pay attention to a couple of things such as:
1. Traffic Flow and Accessibility: Invest in a well-designed facility that prioritizes efficient traffic flow and easy accessibility for customers. Plan the layout of the gas station to minimize congestion and provide clear entry and exit points. Consider the convenience of motorists entering and exiting the station, especially during peak hours.
2. Safe Fuel Dispensing Areas: Design fuel dispensing areas with a focus on safety. Ensure that fuel pumps are well-spaced and easily accessible for vehicles of different sizes. Implement safety measures such as fire extinguishers, emergency shutdown systems, and clear signage indicating safety protocols. Adhere to safety standards and guidelines provided by regulatory agencies.
3. Proper Signage: Install clear and visible signage to attract customers and provide essential information. Signage should include the gas station’s name, fuel prices, accepted payment methods, and safety instructions. Well-designed and informative signage contributes to a positive customer experience and helps build brand recognition.
4. Aesthetic Appeal: Consider the aesthetic appeal of your gas station facility. A clean and well-maintained appearance enhances the overall customer experience and contributes to a positive perception of your business. Landscaping, lighting, and overall cleanliness are factors that can make your gas station more inviting to customers.
5. Environmental Considerations: Take into account environmental factors when selecting a location. Ensure that the site is not prone to flooding, and implement measures for stormwater management. Adhere to environmental regulations to minimize the impact of your gas station on the surrounding ecosystem.
The location and design of your gas station directly impact its visibility, accessibility, and safety. Choosing the right location and setting up a well-designed facility contribute to customer satisfaction, operational efficiency, and the overall success of your business. It also plays a role in building a positive reputation within the community.
6. Obtain Necessary Permits and Licenses:
This process involves acquiring official approvals from regulatory authorities to ensure that your business complies with legal and safety standards.
To operate legally, you must obtain all the required permits and licenses as mandated by regulatory bodies.
The Department of Petroleum Resources (DPR) and local government agencies play a significant role in overseeing the petroleum industry and ensuring that gas stations adhere to relevant regulations.
The Department of Petroleum Resources (DPR) is a key agency responsible for regulating and monitoring activities related to oil and gas exploration, production, and marketing.
While the Local government agencies have specific requirements for businesses like the gas stations operating within their jurisdiction, such as zoning regulations.
Gas station operators typically need a variety of permits and licenses to ensure compliance with safety, environmental, and business regulations. These include:
- Business operating licenses: Authorizing your gas station to conduct commercial activities within a specific location. This includes business registration, tax compliance, Department of Petroleum Resources (DPR) license, and local government zoning permits
- Environmental permits: Ensuring that your gas station activities adhere to environmental standards and do not pose harm to the surrounding ecosystem.
- Health and safety certifications: Verifying that your gas station meets safety standards to protect both employees and customers.
To Initiate or state the application process for permits and licenses you will have to contact the relevant regulatory authorities as mentioned. Submit the necessary documentation, which includes detailed plans of your gas station, proof of compliance with safety measures, and any other information required by the authorities. Be prepared to undergo inspections and assessments to ensure that your facility meets all necessary criteria.
Strict adherence to regulations is paramount for the smooth and lawful operation of your gas station. Failure to obtain the required permits and licenses can result in legal consequences, including fines, closure of the business, or other penalties. Demonstrating a commitment to regulatory compliance is not only a legal requirement but also contributes to the safety of your operations and the community.
Once your gas station is operational, it’s essential to maintain ongoing compliance with regulations. Regularly review and update your permits and licenses to ensure they remain valid. Stay informed about any changes in regulatory requirements and adjust your operations accordingly.
7. Hire Workers:
Assemble a qualified and reliable team to run your gas station. Hire staff for various roles, including fuel attendants, cashiers, manager, security personnel, maintenance workers, and other relevant staff.
Conduct a thorough and transparent recruitment process to attract qualified individuals for each position. This can involve advertising job openings, reviewing resumes, conducting interviews, and checking for references. Most importantly, look for candidates with relevant experience, skills, and a commitment to safety and customer service.
In addition, provide comprehensive training programs for all staff members. This training should cover essential areas such as safety protocols, customer service standards, and emergency procedures.
Proper training ensures that employees are well-equipped to handle various situations, including fuel dispensing, customer interactions, and emergency responses.
8. Security Measures:
Implementing robust security measures is crucial for safeguarding your gas station and ensuring the safety of both your business assets and customers.
Here are the most effective and efficient security measures for a gas station:
1. Surveillance Cameras: Install high-quality surveillance cameras strategically throughout your gas station premises. These cameras act as a deterrent to potential criminals and provide crucial footage for investigating incidents. High-quality cameras positioned at fuel dispensing areas, entrances, exits, and other key locations contribute to overall security. It is recommended to connect your surveillance camera to a Network Video Recorder (NVR) rather than the Digital Video Recorder (DVR) recorder, as they are the best in terms of quality.
2. Security Personnel: Employ trained security personnel to monitor and secure the gas station premises. Security personnel play a key role in deterring criminal activities, ensuring the safety of customers and staff, and responding promptly to security incidents. They can conduct regular patrols, check identification of employees and visitors (If there are security threats), and enforce security protocols.
3. Adequate Lighting: Ensure that your gas station is well-lit during all hours of operation. Proper lighting not only contributes to the overall safety of the premises but also enhances the visibility of surveillance cameras. Well-lit areas discourage criminal activities and create a more secure environment for customers and staff.
4. Access Control Systems: Implement access control systems to regulate entry to certain areas of your gas station. This includes restricted access to storage areas, control rooms, or other sensitive locations. Access control systems help prevent unauthorized individuals from accessing critical areas.
5. Emergency Response Planning: Develop and communicate clear emergency response plans to your security personnel. This includes procedures for handling various situations such as theft, vandalism, or other security incidents. Ensure that your security team is well-trained and equipped to respond effectively in emergencies.
6. Collaboration with Local Law Enforcement: Establish a positive relationship with local law enforcement agencies (police). Collaborate with them to share information about security concerns, seek guidance on best practices, and coordinate responses to potential threats. Local law enforcement can also provide additional support during emergency situations.
7. Training for Employees: Train all employees, not just security personnel, on security protocols and emergency response procedures. This includes educating them on the importance of vigilance, reporting suspicious activities, and following established security guidelines. An informed and proactive staff contributes to the overall security culture of the gas station.
8. Regular Security Audits: Conduct regular security audits to assess the effectiveness of your security measures. This involves evaluating the condition of surveillance equipment, reviewing access control systems, and identifying potential vulnerabilities. Regular audits help you stay proactive in addressing security concerns.
Implementing comprehensive security measures is essential for preventing theft, ensuring the safety of customers and employees, and protecting the reputation of your gas station.
A secure environment contributes to a positive customer experience and builds trust within the community. It also helps minimize potential financial losses associated with criminal activities.
9. Marketing and Branding:
When it comes to marketing your gas station in Nigeria, these three strategies are the most effective and efficient:
- Prices
- Good Fuel Dispensing pump
- Branding
Out of the 3 aforementioned the first two (Prices and a Good Fuel Dispensing Machine), are the two that can easily give u a good reputation or a bad reputation.
If your gas station maintains fair and stable prices, avoiding opportunistic adjustments based on seasonal factors rather than genuine cost increases, your business will build a positive reputation among the public. This reputation will position your gas station as the preferred choice for customers over other stations in the same locality or city.
On the other hand, if your fuel dispensing pump is not tampered with to decrease the quantity of petroleum products it dispenses—that is if a customer purchases 10 liters of fuel, they receive the full 10 liters without any reduction—it not only ensures customer satisfaction by providing the expected value, but also encourages the customer to recommend your gas station to others without any prompting or mobilization from you.
In terms of branding, you will have to establish a strong and distinctive brand identity for your gas station. This includes creating a memorable logo, selecting a cohesive color scheme, and defining a brand message that sets your gas station apart from competitors. Consistent branding across all communication channels helps build brand recognition and trust.
Effective marketing and branding are essential for creating awareness, attracting customers, and building a positive image for your gas station.
A well-executed strategy not only drives customer acquisition but also fosters loyalty and contributes to the long-term success of your business.
Is owning a filling station profitable?
Owning a filling station in Nigeria is a lucrative business, with a market value estimated at USD 402 billion. In the gas station business, the profit margin can be as high as N20 per liter.
For a standard filling station, it is advisable to maintain a minimum inventory of 60,000 liters of fuel, 30,000 liters each of diesel and kerosene, and at least 45,000 liters of cooking gas.
While cooking gas and kerosene may be considered optional by some gas station owners, it is recommended to focus more on fuel and diesel, as they are the most sought-after petroleum products.
Here is a breakdown of the potential daily earnings for a gas station based on the sale of their petroleum products tank capacity:
- Profit per liter: N20
- Total profit per day (using 60,000 litters of petroleum products): 20 x 60,000 = N1,200,000
Therefore, on average, a gas station that can sell up to 60,000 liters of petroleum products daily can potentially generate up to N1,200,000 in daily profits.
If they fall short of the 60,000 liters daily target, their earnings would still be N1,200,000 whenever they manage to sell up to 60,000 liters of petroleum products.
Challenges of Starting a Gas Station Business
Here are some common challenges associated with starting a filling station in Nigeria:
- Regulatory Compliance: Navigating the regulatory landscape, obtaining necessary permits and licenses, and adhering to stringent safety and environmental standards set by agencies like the Department of Petroleum Resources (DPR) can be complex and time-consuming.
- Land Acquisition: Finding and acquiring suitable land for a gas station can be a challenge, especially in urban areas with high competition for prime locations. Securing a location that meets zoning regulations and is accessible to customers is crucial.
- Capital Intensity: The initial capital required for setting up a gas station, including land acquisition, construction, equipment, and obtaining permits, can be significant (huge). Accessing financing and managing startup costs pose challenges, particularly for entrepreneurs with limited capital.
- Operational Costs: Ongoing operational costs, such as purchasing petroleum products, maintenance, utilities, and staffing, can impact profitability. Fluctuations in fuel prices and other economic factors add to the complexity of cost management.
- Security Concerns: Gas stations are susceptible to security threats, including theft, vandalism, and even armed robbery. Implementing effective security measures, such as surveillance cameras and trained security personnel, is crucial to mitigate these risks.
- Competition: The petroleum industry in Nigeria is competitive, and the presence of established brands can make it challenging for new entrants to gain market share. Differentiating the gas station through services, branding, and customer engagement becomes crucial.
- Fuel Price Regulation: Government regulations and interventions in the pricing of petroleum products impact profit margins. Changes in fuel pricing policies and subsidies affect the station’s revenue and profitability.
- Power Supply: Ensuring a reliable power supply is essential for uninterrupted operations, especially during power outages. Installing backup power systems, such as generators, or/and solar power becomes necessary to prevent disruptions.
- Community and Environmental Concerns: Addressing concerns from the local community, including issues related to noise, traffic, and environmental impact, is important. Engaging with the community and demonstrating commitment to environmental responsibility is key.
- Marketing and Branding: Establishing a recognizable brand and effectively marketing the gas station to attract and retain customers can be challenging. Developing a robust marketing strategy is crucial for building awareness and loyalty.
- Economic Factors: The Nigerian economy’s volatility, inflation, and currency fluctuations impact the purchasing power of consumers and influence overall business conditions. Apart from the Nigeria’s economy factor, global trends are factors that have a direct impact on petroleum availability in the country
The difference Between Fuel Station and Filling Station
The terms “fuel station” and “filling station” are often used interchangeably, and their meanings are closely related.
However, there is a subtle difference in how they are commonly used, with “filling station” being more traditional and “fuel station” representing a more modern and inclusive term.
Here’s a brief distinction between the two:
1. Filling Station:
- “Filling station” is the older and more traditional term used to refer to a facility where vehicles, particularly automobiles, can refuel their tanks with gasoline or other fuel types.
- The term “filling station” emphasizes the primary function of the facility, which is to provide fuel for vehicles to fill their tanks.
- Historically, when the primary fuel for vehicles was gasoline, the term “filling station” was widely used.
2. Fuel Station:
- “Fuel station” is a more modern and comprehensive term that encompasses a broader range of services beyond just filling the tanks with gasoline.
- The term “fuel station” recognizes the evolving nature of the industry, where alternative fuels such as diesel, compressed natural gas (CNG), electric charging, and hydrogen may also be provided.
- As the automotive industry continues to explore and adopt alternative fuels and technologies, the term “fuel station” reflects a more inclusive approach that goes beyond traditional gasoline filling.
In practice, both terms are commonly used, and the choice between them greatly depends on regional preferences.
Conclusion
By following these steps, you can establish a successful gas station business in Nigeria, contributing to the country’s vital petroleum industry while meeting the needs of the local market.
Once your gas station is operational, focus on ongoing compliance with regulations, regular maintenance of equipment, and continuous improvement. Stay informed about industry trends and adjust your business strategies accordingly.
