The I.C.C. Foundation Curriculum

Created by: W. Avery Brooks  
Master of Science in Entrepreneurship from the University of Washington – Foster School of Business 

Chapter 1: Introduction

-The I.C.C. Foundation Curriculum  

*What is The I.C.C. Foundation Curriculum?  The Inclusion, Cost, and Customer Satisfaction Foundation Curriculum is a valuable resource  that offers expert insights on workplace DE&I, effective pricing strategies to optimize  revenue, and customer satisfaction techniques that foster loyalty. 

*Why is The I.C.C. Foundation Curriculum important?  The I.C.C. Foundation Curriculum is designed to empower business owners with the  knowledge and skills they need to build a more inclusive, cost-effective, and customer-centric  business culture. 

*Who is the target market of The I.C.C. Foundation  Curriculum? 

The I.C.C. Foundation Curriculum targets small non-inclusive auto repair shops, but is  designed to benefit multiple niche sectors. e.g., personal care services, construction management,  and more. 

*When should you implement The I.C.C. Foundation  Curriculum? 

The I.C.C. Foundation Curriculum is flexible; we understand that everyone learns at their own  pace, so you can implement our frugal marketing strategies on your own terms. We provide step by-step guidance and support throughout each chapter. 

*Where do you find The I.C.C. Foundation Curriculum? The I.C.C. Foundation Curriculum can be downloaded on our parent site, https:// mechanicme.app/ 

*How do I benefit from The I.C.C. Foundation Curriculum? The I.C.C. Foundation Curriculum uses alpha strategies to increase consumer interest and  inertia strategies to reduce resistance to inclusivity, helping small business owners build a  customer-focused culture and achieve greater success. 

Chapter 2: Inclusion

-Diversity 

*What is diversity?  

1.the state of being diverse; variety. 

2.the practice or quality of including or involving people from a range of different social and  ethnic backgrounds and of different genders, sexual orientations, etc. 

*Why is diversity important? 

Workplace diversity has been shown to improve decision-making, as diverse teams outperform  individual decision-makers up to 87% of the time when making business decisions. This may be  attributed, in part, to the context effect, which refers to the influence of environmental factors on  our perception of a stimulus. By integrating diversity into your executive team, you can foster  

progress through the development of new perspectives and ultimately drive your business  forward. 

*Who cares about diversity? 

Over time, various social and ethnic groups have advocated for diversity and inclusion. Civil  rights activists fought for equal rights for minorities, feminists for gender equality, LGBTQIA+  advocates for recognition, disability rights advocates for equal access, and indigenous groups for  self-determination. Their work has played a critical role in promoting diversity and inclusion,  dismantling systemic barriers, and impacting society today.  

*When should I implement diversity? 

It’s best to prioritize diversity and inclusion in your business from the beginning stages.  Delaying diversity and inclusion efforts may lead to missed opportunities and issues related to  discrimination or bias. However, it’s important to continuously evaluate and adjust your efforts to  ensure they are effective in promoting equity and inclusion for all members of your team. *Where do I find diversified employees? 

Diversified employees are found on our parent site, https://mechanicme.app/ “Pledge” on  MechanicMe’s website to become inclusive. MechanicMe will assess your application and  compile a diversified pool of qualified technicians for you to vet for a future position at your  shop. 

*How can I benefit from diversity?  

According to research in the United States, there is a direct correlation between racial and ethnic  diversity within senior-executive teams and improved financial performance. Specifically, for  every 10 percent increase in racial and ethnic diversity on the senior-executive team, there is an increase of 0.8 percent in earnings before interest and taxes (EBITDA). 

-Age 

*What is age? 

1.the length of time that a person has lived or a thing has existed. 

2.a distinct period of history. 

*Why is age diversity important?  

The evolving demographic landscape makes age diversity crucial for non-inclusive small 

businesses to capitalize on the talents of their employees. A harmonious blend of youth and mid to-late career workers is necessary to create a workplace context that embraces diversity,  eliminates ageism, and promotes productivity. As such, we recommend non-inclusive small  businesses to adopt an intergenerational workplace. 

*Who cares about ageism? 

Ageism in the workplace can impact a wide range of social and gender groups, including older  and younger workers, women, ethnic minorities, and LGBTQIA+ individuals. Discrimination  and stereotyping based on age, gender, or other factors can limit career opportunities and  undervalue employees. Creating an inclusive workplace that values diversity can benefit all  employees and help combat ageism. 

*When should I implement age diversity? 

The best time for a small business to implement age diversity is at the earliest stage possible,  ideally when the business is first established, but it’s never too late to prioritize diversity and  inclusion. 

*Where do I find diversified ages? 

Diversified employees are found on our parent site, www.mechanicme.app. “Pledge” on  MechanicMe’s website to become inclusive. MechanicMe will assess your application and  compile a diversified pool of qualified technicians of all genders, ages, religions, and sexual  orientations for you to vet for a future position at your shop. 

*How can I benefit from age diversity? 

Age diversity can have several positive impacts, including increasing productivity by 1.1%,  creating positive spillover effects on younger employees, lowering employee turnover, and  contributing to increased profitability. 

-Language 

*What is language?  

1.the principal method of human communication, consisting of words used in a structured and  conventional way and conveyed by speech, writing, or gesture. 

2.a system of communication used by a particular country or community. 

*Why is multilingual employees important?  

Having multilingual employees can improve communication, understanding, and trust  among colleagues and customers, leading to a positive workplace culture and increased  revenue due to better customer satisfaction and retention. 

*Who cares about multilingual employees? 

Social and ethnic groups such as immigrants, non-native English speakers, and their families  and communities, as well as businesses operating in multilingual communities, value having  multilingual employees in the workplace. 

*When should I hire multilingual employees? The best time for a business to hire multilingual employees is when they first start hiring, but it  is never too late to begin implementing language diversity into the workplace. *Where do I find multilingual employees?

Multilingual employees are found on our parent site, www.mechanicme.app. “Pledge” on  MechanicMe’s website to become inclusive. MechanicMe will assess your application and  compile a diversified pool of qualified technicians of all genders, ages, religions, and sexual  orientations for you to vet for a future position at your shop. 

*How can I benefit from multilingual employees? According to a study by the Economist Intelligence Unit, businesses that invest in language  diversity outperform their competitors by 2x in terms of revenue and profits, and companies  that effectively communicate with their customers in their native language have a 25% higher  chance of achieving high customer satisfaction ratings.  

-Accessibly  

*What is accessibility? 

1.Accessibility is when the needs of people with disabilities are specifically considered, and  products, services, and facilities are built or modified so that they can be used by people of all  abilities. 

*Why is accessibility important?  

Having accessibility for disabled customers and employees is crucial for small businesses to  provide equal opportunities, tap into an underrepresented market, avoid legal issues and  enhance the overall reputation and loyalty of the business. 

*Who cares about accessibility?  

Various social groups and ethnic communities, including people with disabilities, their families  and friends, advocacy organizations, and government agencies, are all concerned about  accessibility for the disabled. 

*When should I implement accessibility for disabled  individuals? 

Businesses should implement accessibility for disabled individuals as early as possible, ideally  during the planning and design stage, to ensure that the physical and digital environment is  accessible to all from the start. 

*Where do I find disabled employees?  

Disabled employees are found our parent site, www.mechanicme.app. “Pledge” on  MechanicMe’s website to become inclusive. MechanicMe will assess your application and  compile a diversified pool of qualified technicians of all genders, ages, religions, and sexual  orientations for you to vet for a future position at your shop. 

*How can I benefit from disabled employees? A study by Accenture found that companies that made disability inclusion a priority  outperformed their peers in key financial metrics, with 28% higher revenue, 30% higher profit  margins, and two times higher shareholder returns. 

Chapter 3: Cost

-Price  

*What is price?  

1.the amount of money expected, required, or given in payment for something. *Why is pricing strategies important?  

Pricing strategies are important for small businesses because they can help to ensure  profitability, create a competitive advantage, and influence customer perception. By finding  the right pricing strategy, small businesses can improve their bottom line, attract customers,  and differentiate themselves from competitors. 

*Who cares about pricing strategies? *** 

Pricing strategies can impact customers, competitors, suppliers, investors, and employees, so  small businesses should consider the effect on all these groups. Therefore, businesses must  achieve greater efficiency to drive a wedge between their own marginal cost and the customer’s  marginal cost. Moreover, customers often use anchoring to judge prices, leading to profit-eroding  rivalry, so businesses may need to incur costs and forgo profits to establish a competitive  advantage. 

*When should I implement pricing strategies? The best time for a small business to implement pricing strategies is when launching a new  product or service, during slow periods, or in response to changes in competition. Regular  evaluation and adjustment of pricing strategies is also important for remaining competitive and  profitable. 

*Where can I implement pricing strategies? 

One example of a pricing strategy is to use the “Nine is Fine Heuristic,” where prices ending in  9 are perceived as lower than they actually are. This is a common practice among retailers, with  approximately 80% of them using this pricing method. Additionally, using certain word  propositions can yield higher returns, such as “save up to 50%” compared to “save from  10-50%” or “save more than 10%.” Using price cues is also important, as people tend to  perceive things as better when they are priced higher. As a recommendation, small businesses  can create package deals with unique and attractive names, and price them higher for better  perceived value.  

*How can I benefit from pricing strategies? 

A study conducted by McKinsey & Company found that a 1% increase in price can lead to an  8.7% increase in operating profits for the average company. Additionally, a study by the  Professional Pricing Society found that companies that effectively implement pricing strategies  can see an average profit increase of 2-5% of sales in a year. These statistics demonstrate the  significant impact that pricing strategies can have on a company’s financial success. 

Chapter 4: Customer Satisfaction

-Location Information 

*What is location?  

1.a particular place or position.

*Why is location marketing important?  

The location of a business is crucial for attracting customers and establishing a brand image.  Small businesses can use location marketing to compete with larger businesses by choosing a  location closer to their target market, while also benefiting from cost-effective advertising.  Additionally, location marketing can create networking opportunities with other businesses in  the same area, potentially leading to collaborations and partnerships. 

*Who cares about location marketing?  

The most relevant parties who care about location marketing are customers and the business  owners themselves. Customers want to easily find and access the business, while business  owners want to attract more customers and establish a strong brand image. *When should I implement marketing my location? A small business should consider implementing location marketing from the start, as the right  location can greatly impact the success of the business. However, if a business is already  established, it can still benefit from reevaluating its location and implementing new location  marketing strategies to improve its visibility and reach. 

*Where can I market my location?  

Small businesses can market their location on various platforms like online directories, social  media, and search engines to increase exposure and attract potential customers.  *How can I benefit from marketing my location? According to a study by Placeable, businesses with complete and accurate location data can  increase annual revenue by 9.3%. Another study by Google found that businesses with  optimized Google My Business listings are twice as likely to be considered reputable by  customers. Additionally, a survey by Brandmuscle found that location-based marketing can  increase revenue by up to 300%. 

-Towing Services/Ride Share 

*What are towing services/ride-share?  

1.Tow: (of a motor vehicle or boat) pull (another vehicle or boat) along with a rope, chain, or  tow bar. 

2.Ride-share: participate in an arrangement in which a passenger travels in a private vehicle  driven by its owner, for free or for a fee, especially as arranged by means of a website or app. *Why is towing services/ride-share options important?  Towing services and ride-share options are important for small businesses as they provide  convenient and reliable transportation for both employees and customers. By offering these  services, small businesses can improve their reputation, increase customer satisfaction, and  ultimately drive more revenue. 

*Who cares about towing services/ride-share options?  Towing services and ride-share options are important for small business owners, auto repair  shops, and individuals who need to transport goods, equipment, or vehicles reliably and  conveniently. These services provide a cost-effective and efficient way to transport goods and  people, which is essential for the success of small businesses and individuals who rely on 

transportation for their daily activities. 

*When should I implement towing services/ride-share  options? 

Small businesses should implement towing services/ride-share options when their employees  and customers face transportation challenges. For instance, if the business is located in an  area with limited public transportation options or if the business is in an industry where  customers often require transportation services, it may be beneficial to offer these options. *Where can I implement towing services/ride-share  options?  

When it comes to implementing towing services and ride-share options, small businesses may  want to consider offering “buy now, pay later” for these services. In doing so, small businesses  may increase the likelihood that customers will choose to use them by pushing the decision into  the future. This can help to make the option more appealing and increase the chances of follow through. 

*How you can benefit from towing services/ride-share  options? 

In a survey of auto repair customers conducted by AAA, 56% of respondents said they would  prefer a repair shop that offers a free shuttle service, while 38% said they would prefer a  shop that offers loaner cars. Additionally, offering towing services or ride-share options can  help auto repair shops to differentiate themselves from competitors and attract more  customers. 

-Loyalty Program  

*What are loyalty programs?  

1.A loyalty program is a marketing strategy designed to encourage customers to continue to shop  at or use the services of a business associated with the program. 

*Why are loyalty programs important?  

Loyalty programs can prevent customer defection, increase customer spending, encourage  repeat purchases, provide valuable customer insights, and ultimately contribute to  profitability. 

*Who cares about loyalty programs? 

Parties who may care about loyalty programs include customers who earn rewards, owners who  benefit from increased retention and revenue, marketing teams who design and promote the  program, competitors who may offer similar programs, and industry analysts who observe  trends and best practices. 

*When should I implement loyalty program strategies? The best time for a small business to implement a loyalty program for their customers is typically  when they have established a solid customer base and are looking to increase customer  retention and revenue. Implementing a loyalty program too early, when the customer base is  still growing, may not be as effective as customers may not yet have a strong relationship with 

the business or a consistent need for its services. Conversely, waiting too long to implement a  loyalty program could result in lost business and missed opportunities to incentivize repeat  purchases. 

*Where can I implement loyalty programs into my  business model? 

Loyalty programs use operant conditioning reinforcement schedules to encourage customer  loyalty, such as continuous, fixed ratio, and variable ratio schedules. However, designing an  effective loyalty program can be challenging due to problems clarifying business goals, selecting  the right incentive, and understanding customer psychology. To avoid common mistakes, a  loyalty program should be designed to reward profitable customers, avoid price wars, and deliver  superior services or products.  

*How you can benefit from loyalty programs? Financial statistics suggest that loyalty programs can increase revenue by encouraging repeat  business and increasing customer retention rates. Studies have found that loyalty program  members generate 12% to 18% more incremental revenue growth per year than non members and businesses with loyalty programs have seen a 10% increase in revenue  compared to those without. 

-Lobby Comforts 

*What are lobby comforts?  

1.Amenities provided by the establishment, cooperation, etc. to customers while they wait to be  served. e.g. snacks, water, and more. 

*Why are lobby comforts important?  

Offering lobby comforters can enhance the customer experience, create a welcoming  atmosphere, and ultimately lead to repeat business and positive word-of-mouth  recommendations. 

*Who cares about lobby comforts?  

Parties who care about lobby comforters include customers, employees, management/owners,  competitors, and the local community. 

*When should I implement lobby comforts? 

The best time for a small business to implement lobby comforts is at the earliest possible  opportunity, ideally during the initial planning and design phases of the business. However,  if these comforts were not initially implemented, it is never too late to introduce them as they can  enhance the customer experience and potentially lead to repeat business and positive word-of mouth recommendations. 

*Where can I find affordable lobby comforts?  Small businesses can find affordable lobby comforts at a variety of retailers, including discount  stores like Wal-Mart and Dollar Tree, craft stores like Michaels, and online marketplaces like  Amazon. They can also consider purchasing gently used furniture and decor from consignment  shops, thrift stores, or online classifieds websites. Additionally, small businesses can reach out  to local businesses or community organizations to inquire about potential donations or  partnerships for lobby comfort items.

*How you can benefit from lobby comforts? 

While there is no direct financial data, a positive customer experience through lobby comforts  can contribute to increased customer loyalty and word-of-mouth recommendations,  potentially leading to higher revenue and profitability for small businesses.  

Chapter 5: Conclusion

– Connecting the community through commonality  

Throughout our curriculum, we have explored the critical importance of inclusion and the role  that diversity, age, language, and accessibility play in creating an inclusive environment.  Additionally, we have discussed the benefits of price strategies and customer satisfaction  tactics such as location information, towing/ride-share services, loyalty programs and lobby  comforts. As we conclude, it is essential to recognize the value of disruptive innovation in  transforming the market and driving progress. By understanding the difference between  sustaining and disruptive innovations, businesses can better navigate the competitive  landscape and adapt to changing customer needs. As disruptive innovations, MechanicMe and  The I.C.C. Foundation are committed to advancing diversity, equity, and inclusion and driving  positive change in the auto repair industry. To all the businesses out there, I wish you success in  your endeavors as you navigate the world of DE&I and strive towards a more inclusive and  diverse workplace. Remember that by prioritizing inclusion, you not only enhance your business  operations and financial performance, but also make a positive impact on society as a whole.  Best of luck on your journey towards a more equitable future!