Professional Documents
Culture Documents
Business Plan
Business Plan
Business Plan
EXECUTIVE SUMMARY
We seek funds for the acquisition and renovation of Eight Ele Hotel and Resort, an adult-
relaxation and recreation in Mall Road, Lakkar Bazar, a popular tourism spot located in
Shimla, Himachal Pradesh. Moderately priced between the high-line hotel properties and the
older motel strips, Eight Ele Hotel and Resort shall fill an affordability niche.
Combined with an on-site lounge, grill, poolside beverage service, and morning continental
breakfast bar, we are seeking investment funds to renovate the hotel building, build-out a
piano bar/lounge area with dance floor, and construct an outdoor pool adjacent to the indoor
pool. With this refurbishment and other new amenities Eight Ele Hotel and Resort will form
the basis of a highly profitable hotel venture. We are seeking funds to develop and expand the
The foundation for the plan is a combination of primary and secondary research, upon which
the marketing strategies are built. Discussions and interviews were held with a variety of
individuals involved with other similar businesses to develop the proforma data, review the
Our hotel's design elements and furniture will reflect this "organic" approach and provide an
overall comfortable experience Eight Ele Hotel and Resort shall specialize in meeting an
individual or couple's needs. As growth warrants, the 10-acre site would allow for future
The Eight Ele Hotel and Resort will be a partnership limited liability business company
In which the major owner will have unlimited liability. The company will provide the
Facilities to run a (17-20 rooms) hotel, conference rooms, restaurant and SPA among
Our ideal customers would be a high-class, middle-class family and especially couples, they
will come to spend their vacation at our resort and create remarkable memory with special
The particularity of our hotel is that it offers the best services in the area, the maintain the
traditional aspects of the design, in additional to artisanal workshops and handcrafts activities
Low scale hotel & resort (15-20 rooms), convenient located to direct view of the hills. It will
offer a luxury but modest relaxing environment for not only international tourist but also for
the local people looking for a nice place to spend the weekends or short vacations (e.g.
Also, it is expected that we will offer to our customer excellent facilities to host special events
as seminars, weddings, private parties, etc. Also, it will include a SPA Package for those
tourists looking for a place to relax and invest some money in theirs body treatment (e.g.
Differentiating the type of business service offered, from that of the competition, will assist
not only in building the Hotel & Resort brand as a whole, but will attract frequent business
LOCATION
VISION
Our vision is to exceed the expectations of our guests, inspire and reword our associates and
respect the environment as well as the cultural difference of the local community
MISSION
Eight Ele Hotel and Resort will be dedicated to provide its guests with the highest quality of
service in a luxury still modest environment. It will value the place in the community within
it will operate and will work to develop those relationships and to respect and protect the
environment.
Eight Ele Hotel and Resort will continuously strive to create value for both owners and
investors while honoring the brand values and encouraging it staff to develop themselves in
Respect: We respect the objectives of our shareholders, the values of our guests, and the
Teamwork: Each team member brings his own creativity, passion and individual expertise to
Integrity: We are honest and straightforward in our interactions with shareholders, guests,
Attentiveness: We offer typical services, adopted and customized to the needs of each
customer.
Ethical Issues
Our services will be provided with high quality and reasonable prices. Environmental friendly
3 core principles
1. Customers: we will treat all customers fairly and gentle by charging them with reasonable
prices. We will consider customers as our guests and serve them with pleasure to have them
2. Quality: we focus on quality rather than just seeking for profits. Each and every service
will be of high quality and hygienic. To provide services to customers from heart is our
obligation.
BUSINESS GOALS
1. Increase our marketing strategy: We will try to advertise as much as possible to show
that our resort is available and welcome for customers to visit. When customers visit our
resort, we will make different surveys to learn what our customers need and satisfy the most.
2. Strengthen our relations with customer as well as our employees: We will build strong
customer base by offer high quality services and amazing benefits to them. Also, we will
uphold the turnover of our employee to a very low level by provide training, suitable salary
1. Increase revenues to generate profits: We will increase our revenues to reach our long-
term goals and generate more and more profits to expand our business and investment.
our business, we are now able to learn a lot from customers’ desires and adjust changes to
meet their demands and therefore we can attract more customers into our resort.
1. Increase our investment: We will invest more into our business which would lead to
expansion and at the same time we will also replace some old parts of our operations to a new
one
2. Increase prices by 5%: we will increase prices at our resort by 5% because our customers
have already known and experience how good our services are but it will still maintain
reasonable prices. In addition, we also have to increase our profits to cover up the costs.
STRATEGIES
Final step
Step two Step three
Step one Develop a
Targeting Develop suitable
Markets
(select target product marketing
segmentation
markets ) positioning mix
Our marketing strategy’s objective is to communicate the unique set of products and
Services that we will offer to our hotel’s guests. We attempt to direct the focus of our
Customers to the issues of quality and value for the money as opposed to simply the
Bottom line costs associated with their staying time in the hotel.
Our marketing strategy will allow us to communicate our brand values, develop close
Working relationships with our creditors, customers and suppliers and to manage the
Needs of our guests in an effective manner. Continued differentiation and growth are two
Goals we have set for ourselves. Growth will take place by targeting new areas of
MARKETING OBJECTIVES
• To share our strategic objectives with potential creditors in order to properly fund the
• To establish the hotel starts up revenues, profit and growth target goals within the
strategically located and offering a high level of personal service. Our focus is on
offering our guests added value and differentiating ourselves in our levels of personal
service. We provide a quality hotel experience where guests are valued, respected and
Their business is truly appreciated. In this section, we will review some important
Product: The Hotel will provide the customer- guests with an alternative to the
Impersonal, large five star properties in the city. Strategically located, our property will
Enable our guests to be at the heart of the business community and yet in an environment
Of calm and professionalism nearby the Panama Canal facilities. We seek to differentiate
Price: Pricing strategy will be consistent with the differentiation objective, to provide added
value for a reasonable rate as opposed to discounting and devaluing our products and services.
SPA and others facilities (e.g. restaurant & bar) will be managed by out-sourcing the service.
The hotel will provide the facilities and establish the service policy and strategy to ensure that
the out-sourcing contractors will provide be aligned with the hotel marketing plan. Revenues
generated from the SPA and other facilities have been considered as part of the hotel total
estimated revenues.
Promotion: Primary focus will remain on mass communication via print ads
In trade publications and on the Internet. Direct mail campaigns to existing and
Personal selling in the local market will remain an important element of the mix
In order to build long-term relationships within the local community and generate the
Initial high levels of corporate activity require funding the target growth.
SWOT ANALYSIS
The following analysis highlights the internal strengths and weaknesses of our
organization and the opportunities and threats facing the company in our external
Opportunities as they arise, and contingency plans formulated in order to deal with threats
Strengths
The Hotel's strengths can be identified as follows:
Staff: specialized and experienced staff well motivated and highly skilled.
Reputation: promote a strong reputation within the local market and corporate
And travel trade markets for reliability, exemplary service and quality.
Weaknesses
The Hotel's weaknesses can be identified as:
Seasonal revenues: the flow of tourist cycle that occurs during spring-summer
Staff: seasonal turnover requires on-going training and orientation of new staff.
Opportunities
The Hotel's opportunities can be seen as:
Package
Suppliers & Staff: Supplies (materials) and Staff (Personnel) required to run the
Threats
Threats to the Hotel have been identified as:
Market Entry: potential for a competitive, global brand to enter the market with
A similar product.
Daily rates.
FINANCIAL REQUIREMENTS
Initial investment:
Infrastructure Rs 800000
Licencing Rs 200000
Total Rs 3500000
FIXED EXPENSES:
Salaries Rs 300000
Utilities Rs 50000
I
insurance Rs 2000
Legal
and accounting Rs 10000
Advertisement Rs 20000
Total Rs 512000
Income Rs 1000000
specializing in servicing tourists and corporate clients. It serves the business community,
Key to our business success is the level of customer loyalty and repeat business
We will receive on an annual basis. We will offer our guests the most up-to-date technical
Business facilities, both inside the rooms and within the hotel's conference facilities.
Also, we will offer excellent SPA facilities for relaxation and body treatments. Our
guests feel that they can conduct their business from within a less austere atmosphere
than can be experienced in our competitive properties, where there is less personal
recognition. They will appreciate being called by name when they arrive, and having the
staff remembers their specific requirements, time and again. This is key in developing the
relationship beyond an initial stay and evidences our added value in relation to
Target customer
The Hotel will offer value and benefits to our clients, over and above the standard of our
facilities and affordable rates. We seek to provide our guests with an exemplary personal
service, and level of recognition that they have come to rely upon. We will provide our
guest with a luxurious, relaxing environment within which to conduct their business or
vacations and that our hotel customers would not be able to find at other more impersonal
competitor hotels.
Market Trends
Corporate Travel Policies: As a result of various security issues, as regards
traveling in both domestic and international markets, there has been a significant
drop in corporate guests visiting the city. Although the level of corporate room
Local Business Trends: There has been a period of low activity in the area of
meetings and seminars on their own premises in order to cost cut. This is
Economic Cut Backs: The city has not cancelled any major trade events over the
last two years. Exhibitions held at the halls had attendance figures much lower
than expected. All booked events for the upcoming 12 month period however;
including the Miss Universe Pageant Show and other Fashion Exhibitions have
excess of projections.
SOCIAL RESPONSIBILITY
There are 6 major areas in which we will concern about the most:
1. Supplier: We will make good relations with all of our suppliers to guarantee high quality
products and minimize delay or late supplies and especially eliminate betrayal. We will buy
high quality products, include our inventory and furniture, from countries around the world
but we will buy fresh seafood from fishermen located near our resort.
2. Employees: We will treat all of our employees fairly and motivate them to work more by
offering bonuses and other benefits plus training courses in order to improve their work
performances. Our employees must be over 18, given full rights and privileges as well as
offering suitable wages and responsibilities.
3. Investor: We will definitely be honest with them and we will not betray our investors by
given all sort of fake financial transactions include financial reports, accounting analysis,
stock-price, share, and so on. We will cooperate together to expand our business and discuss
any problems together to find solutions to it.
4. Customers: We will obey consumerism by using high quality products plus providing
excellent services to them and get rid of unfair pricing; especially we will not practice
collusion. Moreover, we will listen to their comments and adjust changes if possible.
ORGANIZATION STRUCTURE
The founder of the company will manage the hotels growth and organization jointly with the
management team. All staff, sales and marketing personnel will report to the management
team as per the organization chart in the following chart.
President &
General
Manager
Management
There are two levels of management in our resort, with 4 different types of managers as
follows:
• General Manager
• Operations Manager
• Accounting Manager CEO and General Managers will be the co-owner of our resort.
JOB DESCRIPTIONS
• CEO
will be responsible for monitoring the overall performances of the business as well as the
effectiveness of each manager’s performance contributes to the business .Moreover, she will
also has to report the business’ operation performances such as the progress, financial
the investors. She will has to use all of his strategies and skills such as decision-making skill,
conceptual skill, technical skill, human relation skill and time-management skills to bring
forward the success of the business in the sense to maximize the business’ revenues, minimize
• Accounting manager
Will be responsible for the financial transactions and the money circulations of the business.
She will analyse and report the business’ revenues, expenses and eventually profits to the
CEO in response to the business’ performance and immediately coordinate with CEO to find
solutions for the business if financial crisis present. She will also monitor her subordinates,
financial manager, in the above-mentioned performances. She will then responsible for the
deposit of money into the bank, withdraw for use if necessary and interact closely with the
bank for the financial records together with the contract agreements of the business regard to
• Operating manager
Will be responsible for the daily processes and operations of the business. He will has to
ensure that the business is in order and stability since the resort is very huge, therefore
everywhere has to be safe for customers. In addition, he will have to monitor and manage the
products and materials available at stock, make sure it would not run out and that it meets the
customers’ demands. He will responsible for the IT system of the business as well which
include the wireless connection, business’ software, latest technology of food orderings,
security camera and so on and ensure that all the technology system used within the business
are function properly by manage and monitor her subordinates also. Moreover, he will direct
that enough foods and beverages are being provided to customers. Other than that, he will
report the business’ overall daily operations to CEO to seek out the weaknesses in order to
improve the business’ performance as well as to identify the progress or the decline of the
operations.
Will be responsible for the advertisements and market of the business. He will also
responsible for the locations and payments of those advertisements as well as in which sectors
will the business’ advertisements going to held such as billboards, spot advertisements on
television programs, newspaper, magazine, stickers, so on and so forth. He will have to use all
of her strategies, most importantly her creativity, to ensure that people get to know our
business and that our business is being promoted since our business is pretty far from the city,
Bamboo Island at Sihanouk Ville, therefore people will have to spend a lot of money to get
there. So eventually our business has to spend enormous amount of money on advertisement
at first race. He will also manage the promotions of the business in each session, especially
during important festivals which is a great opportunity to attract landslide of customers to the
business such as New Year eve, Christmas, and many other Khmer celebrations.
• General Manager
Will be responsible for the hiring, training, and firing, motivating, encouraging, and
sponsoring the employees within the business as well as the compensations to those
employees. She will have to monitor the staff’s performance and will retain face-to-face
discussions with those employees who face difficulties in performing their jobs and for those
who do not show ethical behaviours toward the business. Additionally, she will has to make
sure that all of the products and materials that the business used are at high quality withlong
extent of expire dates also the services provided to customers by the employees have to be at
high quality so that it meets the business’ standards plus the demands require by most
customers. Once again, she has to report the training, quality assurance, and the management
of human resources’ progression to CEO so that the problems and difficulties would be find
JOB SPECIFICATIONS
• CEO
Must have a minimum of 5 years experiences in managing business (es) and have at least
Master degree for the relevant field. She must have excellent interpersonal skills and fluent in
both English and Khmer. We demand the CEO as strategic leader in which she would have
full capacities of understanding the complexities of both the organization and the environment
• Accounting Manager
must be at least engage in Master degree of Accounting or Finance majors and have at least 3
years experiences in related fields. She must be specialize in organizing and advance in
• Operation Manager
and have at least 3 years experiences in related fields .He must be specialize in planning,
• General Manager
must have minimum Master degree of Business Administration or Management majors and
have at least 5 years experiences in related fields. She must specialize in planning, leading,
must be at least engaging in Master degree in Marketing majors and have at least 3 years
controlling and advance in technical, human relations, conceptual, decision-making and time
management skills.
TRAINING EMPLOYEES
Our employees will have variety of skills that they will bring to the workplace. Some of
themhave a lot of experiences that our resort needed and also the employees that do not
haveexperiences, so we will organize the on-the-job training for them. Because our resort
need to provide high quality service to customers, that is why training is an important course
for our workplace. Our resort has training manager who will responsible for training new
employees,so we will let the new employees work 3 months for training with suitable salary
as their working. While they’re on-the-job training, we will have the projects that give
employees’exposure to other parts of the business and allow them to take part in new
activities. After training, it can provide big payoffs for the employer in increasing staff
productivity, knowledge, loyalty, and contribution. Every 6 months, there will be off-the-job
Compensation
Our resort will be won by CEO and General Manager, so we do not expect any salaries except
the profit that we will get from the business. Operation manager will earn Rest 33,00,000 per
year because he will have a lot of work to responsible and organize in our resort and also
require a lot of experiences and efforts in management skills and the overall business
operations. Marketing and Advertising manager will receive 22,00,000 per year because he
will have to use a lot of creativity in performing his works and also he will have to coordinate
with many different people include consumers as well as the advertising agents to deal with
consumer’ desires.
CONCLUSION
Hotel usually provide service for traveller but Eight Ele hotel and Resort and Spa
had made business model innovation in their business plan which is, they are going
to address business people in their campaign. Our target market is increasing and
BIBLIOGRAPHY
1. WWW.SHIMLA.HOTELS
2. WWW.WIKIPEDIA
3. WWW.RESORTS&CLUBS