Executive Summary

Torunima is an eco-friendly resort. An eco-friendly hotel is an environmentally friendly lodging

which espouses environmental sustainability. We choose this concept because of some reason. A
lot of energy consumption will be lessened because of the switching to LED lights, energy-
saving air conditioners and televisions, and energy efficient hotel kitchen and laundry appliances.
The usage of air fresheners and non-green toxic cleaning and laundry detergents like chorine and
petrochemical cleaners will be avoided.
A beachhead market can be defined as a small market with specific characteristics that make it
an ideal target to sell a new product or service. The choice of the market is based on the
compatibility between the resources available, the product, and the market itself. Our beachhead
market is Dhaka & we selected our location in Keraniganj. Our competitors are Jalalpur Eco
Resort, Shamol Bangla Resort, Sarah Resort, Ruthipur Resort etc.
Our end users will be corporate job holder, students, faculties of different institutions, travelers,
tourists, pet lovers. DMU are the people who have influencing & veto power on the end user or
customer. So by primary research we found out the DMU for our end user & customer will be
pet lovers, family persons, colleagues, authority of different school & educational institutions.
Initially we calculated our market size approximately 20 lac.
Our regular packages are: 2 days 1 night (5000bdt) per person, 3 days 2 night (8000bdt) per
person. We will use low watt bulbs specially the LED lights because LED lights have the lowest
carbon footprint and last longer. In corridor & rooms we will use automatic lighting system so
that if someone forget to turn off the light then there will be no wastes in electricity. There will
be an activities area, swimming pool, pet zone, separate kids zone.
Most of the time we’ll follow the “one time upfront charge plus maintenance” business model
because customer will pay the amount of packages in the beginning. We’ll capture customer
through direct mailing, through telephone, advertisement on social media etc. Our focus is to
reduce our operational cost & using the solar system.
 Torunima Eco Resort
Torunima is an eco-friendly resort. An eco-friendly hotel is an environmentally friendly lodging
which espouses environmental sustainability. Unlike the rest, they pursue the concept of green
living and have less impact on the environment. We choose this concept because of some reason.

Energy conservation: A hotel unquestionably would have a large expenditure of energy.

Particularly in the zones of lighting, air conditioning, and water heating. By adopting the concept
of green living, you can find various other eco-friendly alternatives for this. This includes
options like solar power and wind power. In both cases, energy is produced from renewable
resources and subsequently don’t have any negative impact on nature. A lot of energy
consumption will be lessened because of the switching to LED lights, energy-saving air
conditioners and televisions, and energy efficient hotel kitchen and laundry appliances.

Eco-friendly services: The usage of air fresheners and non-green toxic cleaning and laundry
detergents like chorine and petrochemical cleaners will be avoided. Rather, Green seal certified
bio based cleaning products will be used Toilet paper, facial tissue, and towels provided by the
hotel would be green seal certified.

Healthier Lifestyle: Plastic and other harmful chemicals cause many different illness & disease
for both the adult 7 children. But using ecofriendly products improves quality of life in terms of
mortality, age, disease, and illness. They ensure the safety of families & the planet.

Lower cost: Ecofriendly products may seem to be more expensive but in long term they are
actually more cost efficient. Ecofriendly products tend to last much longer. These products are
made typically from recycled materials.
 Beachhead market
A beachhead market can be defined as a small market with specific characteristics that make it
an ideal target to sell a new product or service. The choice of the market is based on the
compatibility between the resources available, the product, and the market itself. The market
should help the business serve specific goals that will help it advance from its infancy to other
markets. The three conditions that define a beachhead market:

 a similar product are available and buying by customers

 there are similar sales cycles and the value of the product launched on the market will be
similar to available product
 easy flow of information about new products between clients

Our beachhead market is Dhaka & we selected our location in Keraniganj.

Compititors
Jalalpur Eco Resort, Shamol Bangla Resort, Sarah Resort, Ruthipur Resort etc.
 End users & DMU (Decision making unit)
We are focusing mostly on the day packages because of the busy schedule & life style of Dhaka
city people. Most people wants 1-2 day holiday packages because of their busy schedule,
According to that we choose our end users. Our end users will be corporate job holder, students,
faculties of different institutions, travelers, tourists, pet lovers. DMU are the people who have
influencing & veto power on the end user or customer. So by primary research we found out the
DMU for our end user & customer will be pet lovers, family persons, colleagues, authority of
different school & educational institutions.
TAM Size for the beachhead market
Initially we calculated our market size approximately 20 lac.

Profile of Persona
We selected a corporate women as our persona & as her a few question about her likings &
disliking’s. She gave use the following information:
 She is traditional & local food lover
 As time is a considerable factor for her so she ignores to visit those places where there is
inconvenient transportation system
 Relaxation is the main factor for her so she prefers premium services
 She is a pet lover
 She prefers resorts that have swimming pool & other activities area too
 Services & facilities
We will over some services along with 24 hours room service & laundry services. The services
are:
 We will offer local foods so that the guest can have a taste of the food available there
 We will provide bicycle system such as Jobike for the guest so that we can maintain an
healthier environment for them
 We will provide organic foods for the guest
 As a welcome drink we will service fresh juices like apple, coconut, mango, orange etc.
 We will provide our guest reusable bags
 We will also use ecofriendly cleaning supplies

Packages
We will provide the following packages:
 2 days 1 night (5000bdt) per person
 3 days 2 night (8000bdt) per person
 10% discount on the seasonal packages (terms & conditions applied)
 5% discount on using the public transportation
 10% discount on using the bicycle instead of using own car
 The packages includes (room services, foods, swimming pool, bar-b-q etc.)

Full life cycle use case

We determine the full life cycle use case of customer on some questions. These are:
 How they’ll know about our product
 How they’ll analyze our product
 How they’ll acquire our product
 How they’ll use our product
 How they’ll pay for our product
For these we simple do a research & inform our selected persona that we’re offering some
services that’ll be preferable according to her choices & also she can get premium services
without causing any harm to our society. We determine our persona & customer’s full life cycle
use case by following way:
 They’ll find about our services & packages through facebook pages & mail
 If they compare the premium services with money then they can easily compare how
budget friendly our packages is
 They can acquire & pay for our packages through credit card, Bkash, in cash & though
other apps.
 During having the packages they can easily have an idea how ecofriendly our resort is &
how simple they can use all the staffs including the paying & cycling option

Product Specifications
Lighting: We will use low watt bulbs specially the LED lights because LED lights have
the lowest carbon footprint and last longer. In corridor & rooms we will use automatic
lighting system so that if someone forget to turn off the light then there will be no wastes
in electricity.
Clothing: There are some company that provide ecofriendly clothing. This type of
clothing is made of recycled materials. Initially it seems to be expensive but in long term
the cost will be low because of its durability.
Reusable coffee cups & straws: We will use coffee cups, plates, utensils, straws made
with bamboo, metal, coconut shell etc.
Activities area: There will be an activities area, swimming pool, pet zone, separate kids
zone.
We will plant many trees in the highway of keraniganj
We will provide local foods as well as organic foods
 Business Model

We’re following two business model.

Most of the time we’ll follow the “one time upfront charge plus maintenance” business
model because customer will pay the amount of packages in the beginning. This is the
most common business model where a customer pays a large up front charge to obtain
the product, with the option to secure ongoing upgrades or maintenance of the product for
a recurring fee. The upfront charge may be need to come out of the customer’s capital
budget, especially if the expense is large, and spending from the capital budget requires a
potentially long and formal approval process. The ongoing maintenance charge would
come out of the customers operating budget. A large up front infusion is good because it
helps offset the high cost of capital but with this decision we can’t secure the recurring
revenue system.
We also follow the hourly rate system whenever a customer wants to extend their trip but
not interested in taking more packages. We choose this business model because the
hourly rate model also tends to reward activity as opposed to progress, which can be the
wrong incentive, but when a project is poorly defined or very dynamic, this might well be
the preferable model. A common business model for service firms & the rates are set by
the market demand rather than cost.
 Lifetime value of an acquired customer
As we’re offering one time up front charge so the LTV of an acquired customer may seems less
years but we calculated that our population in Dhaka city increases day by day & this city
became the overpopulated as well as polluted city. So people will eventually seek relaxation in
an environment friendly place. In that case the LTV of our services will be 10-20 years.

Marketing Plan
To acquire the paying customer we follow some marketing strategies to capture the paying
customer & their decision making unit. For this:
Social Media: We’ll put our advertisement on social media. We’ll open a facebook page
& invite all the friends & colleagues that might be out target customer.
Telemarketing: We’ll hire some sales person who will inform different institution &
their employee about our resort & its packages over telephone.
Newspaper: We’ll put an advertisement on the newspaper too.
Direct Mailing: Our executive will mail on the different organizations website with
detailed information about our resort & packages.

TAM size for follow on market

The TAM size for the follow on market will be 8 million.

Key Assumptions
We found out some point that are not thoroughly tested. These are:
 The personas fear, goals
 The pricing framework
 Follow on markets
 Operational Plan
 Package cost: We will focus on reducing our package cost as our competitors offer less
price range because of their first mover advantage.
 Reusing Rainwater: As we’re focusing on ecofriendly services & products as well as
focusing on reducing the wastage of light & waters so we’ll try to bring out technology so
that we can reuse the rain water for secondary purpose.
 Training cost of staff: It might seems as an extra cost but if all the employee & staffs are
well trained & have knowledge about using all the system correctly then in long term it’ll
reduce the maintenance cost automatically.
 Ecofriendly utensils: Eco friendly products are expensive but they are durable &
reusable. So in long term the cost will be minimize.

Improvements
We are focusing on high product specifications and it needs continuous improvements.
According to our plan we’ll:
 Use solar panel system so that we can convert the energy into electricity without
hampering the environment
 Will provide low flash system so that there will be less water wastage & will reuse the
rain water secondary purpose
 Will décor the resort with bamboo & other staffs
 Will buy more ecological cleaning products
 Will focus on encouraging the people to avoid newspaper & encourage them to use
ecofriendly technology whenever they are in the resort