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Hotel Resort Business Plan - Executive Summary, Company Summary, Market Analysis, Competitive Environment

Hotel Resort Business Plan - Executive Summary, Company Summary, Market Analysis, Competitive Environment

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Hotel Resort Business Plan - Executive summary, Company summary, Market analysis, Competitive environment

12/06/2012 13:23

Hotel Resort
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65000 Windy Lane Dr. Traverse City, Michigan 49865 The Seven Elms Resort outlines how it will provide quality hospitality services, costeffectively, in a popular northern U.S. lake resort environment. This plan successfully raised capital for property acquisition, renovation, and company start-up related costs.

http://www.referenceforbusiness.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.html Page 1 of 21

Hotel Resort Business Plan - Executive summary, Company summary, Market analysis, Competitive environment

12/06/2012 13:23


We seek funds for the acquisition and renovation of Seven Elms Resort, an adult-marketed, 17-room "boutique style" hotel specializing in a couples' "getaway" to provide relaxation and recreation in Benzie County, a popular tourism spot located next to the state of Michigan's Lake Michigan. Moderately priced between the high-line hotel properties and the older motel strips, Seven Elms Resort shall fill an affordability niche not presently available in Benzie County. 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, Seven Elms Resort will form the basis of a highly profitable hotel venture. We are seeking funds to develop and expand the business in a phased approach, as highlighted within this document. Seven Elms Resort's owner, Steve M. Blackburn, has an extensive business background, including over 14 years of experience developing a variety of businesses. Mr. Blackburn received his B.A. in Business Economics, and currently is an M.B.A. candidate at the University of Michigan. Desiring to return to his own business, he wishes to establish Seven Elms Resort, Inc. in 1999. 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 market potential, and competitive situation. Renovation in the Prairie Style period, our hotel's design elements and furniture will reflect this "organic" approach and provide an overall comfortable experience. Seven Elms Resort shall specialize in meeting an individual or couple's needs. As growth warrants, the 10-acre site would allow for future expansion of the lodging portion of the resort (Phase II).

Business Plan Purpose


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In certain instances. In-depth technical skills in a variety of disciplines such as financial analysis. has developed this disciplined planning methodology to help the company anticipate its start-up costs and other critical information to arrive at this realistic plan. Developing the Business Plan The management of Seven Elms Resort. Guidance from Outside Professionals Mr. this business plan describes our story and how we intend to grow. Methodology for Business Planning Sophisticated business planning helps management answer questions. Market analysis. A well-written business plan is primarily a communication tool used to obtain financing. particularly with our early stage company. Company summary. Inc. Seven Elms Resort. sales and marketing. Considering that lenders are inundated by numerous investment opportunities from which they choose only a few. This plan reflects his vision. Blackburn has sought legal assistance and advisors to develop the Seven Elms Resort concept. or plans to compete. and the ever-changing financial markets.Executive summary. formal business planning is an essential element in achieving business success. Steve will maintain an active management involvement in every aspect of daily resort operations.referenceforbusiness. http://www. and managing growth are critical components in assessing a company's opportunities and risks. Inc. Competitive environment 12/06/2012 13:23 Introduction In today's highly competitive environment. this business plan also serves as a strategic plan.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.html Page 3 of 21 . latest technology. such as: What will be our record of achievement? How have we fared compared to our competitors? Are we setting realistic and attainable goals and objectives? Constructive and useful business planning requires a broad-based understanding of changes taking place in the marketplace in which the company competes.Hotel Resort Business Plan . management team has made an in-depth analysis of its opportunities and weaknesses and it has concluded that the company has an excellent chance to succeed.

a balcony. lighted tennis court.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. The business of Seven Elms Resort. The grounds are beautifully landscaped. indoor pool/Jacuzzi/sauna. wooded acres.and 15-year-old twoand one. Inc. Competitive environment 12/06/2012 13:23 Five Objectives of Seven Elms Resort. 2. an indoor swimming pool. Track and direct growth. storage shed.787 square feet of living area. 18 room units. a whirlpool/sauna room. and mechanical room.referenceforbusiness. The motel is located in the motel district of Benzie County and is situated on 9. Each room has individual climate control. 3.43 acres are wooded and undeveloped. and one of them will be converted to an onsite manager's apartment. Create benchmarks for measuring success. 2-car garage. Attract $1. The integration of these disciplines results in extensive and innovative services. bathroom. 1. direct-dial phones. set in a unique Prairie Style surrounding for our prospective guests.Hotel Resort Business Plan . reception area. which when combined. with Jacuzzi tubs. Management is soliciting commercial finance partners who share its vision and desire to participate in this exciting business opportunity in the resort community of Benzie County. Michigan. http://www. Focus ideas and establish goals. specializing in a "getaway" atmosphere to provide relaxation and recreation in the Greater Benzie County/Lake Michigan area. ample parking. Approximately 7 of the 9. kitchen.story wood frame 18-unit motel and manager's/owner's apartment. laundry room. and televisions. Identify and quantify objectives. a men's and women's bathroom. The 18-unit motel includes a lobby with a fireplace. and all equipment necessary for operation of the motel. meeting rooms. storage area. is the creation of and funding of an adult couples' 17-room hotel. Of the 18 rooms. Company summary. The separate onsite manager residence and meeting room complex will serve as a future lounge/grill space. 5. 3 are executive suites.Executive summary. total approximately 14. Market analysis.43 beautifully landscaped. 4. The facility has a large main lobby area.html Page 4 of 21 .4 million mortgage/investment capital. which creates an opportunity for significant expansion or potential for an entirely new enterprise. Ideal Property Location The preferred location is a 10-acre parcel with 8 acres of woods. built in two phases: a 22. Inc. This facility consists of one building.

Land improvements include a blacktop driveway and parking lot with 23 parking spaces.000 bridge loan to secure $1. intercom system. The home has a concrete block basement that is partially finished with a recreation room and a 3/4 bathroom. concrete sidewalks. Other improvements include a 2-car garage with 2 electric door openers. sump pump. Competitive environment 12/06/2012 13:23 The motel has a partial basement and includes a laundry room with two washers and two dryers. water softener. half bath. Interior walls are concrete block and drywall. providing the finest accommodations in Benzie County. A detached storage shed is located to the rear of the manager's apartment.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. 600-amp electrical service. individual heat.Hotel Resort Business Plan .4 M property mortgage http://www. and planning to achieve our goal for providing superior and comprehensive hotel and lounge services.referenceforbusiness. Our plan objectives are: Attract $200. electric baseboard heat. There is a basement area under the living quarters and a portion of the motel. Company summary. a lighted tennis court. Michigan.html Page 5 of 21 . Company Business Plan Objective This business plan serves to detail the direction. Inc. Mission Statement Seven Elms Resort. The manager's apartment (future piano bar and basement bar/meeting room area) offers a living room. Market analysis. cable television. and gift shop on the first floor with 3 bedrooms and 2 baths on the second floor. two gas forced air furnaces. vision. 4-camera security system. kitchen. Mechanical systems include five gas hydropic. There are casement windows and wood storms and screens. and central air for each unit.'s mission is to provide quality hospitality services to our guests in a comprehensive and cost competitive manner. and beautiful landscaping with a mature variety of trees and shrubs.Executive summary. 120-gallon hot water heater. and telephone system. dining area. The exterior is cedar and the roof is pitch and pebble. The building is seated on a poured concrete and a concrete block foundation. smoke alarms. family room. The flooring is carpet and ceramic tile. two central vacs. street signage.

Key Advisors to the Company Seven Elms Resort. Steve is an M.B. namely a moderately priced (under $130 per night. a grilled food service. Past SBA clients include service and manufacturing organizations. Steve has had extensive experience in creating and managing organizations for environmental and economic development-oriented companies involved in nationwide projects. candidate at U-M and holds a Bachelor of Arts degree in Business Economics with a minor in chemistry from Notre Dame University. Combined with an on-site lounge. hotel and lounge in 1998 as a Michigan Subchapter "S" Corporation. we shall differentiate ourselves by becoming a "boutique style" resort versus simply another motel. Steve consults with area businesses in development-related issues. with a specialty in commercial finance. Seven Elms Resort will form the basis of a highly profitable venture set in a Prairie Style environment. including finance. Inc.referenceforbusiness. Competitive environment 12/06/2012 13:23 Focus ideas and establish goals Identify and quantify long-term expansion Track and direct growth Create benchmarks for measuring success Seven Elms Resort shall fill a niche not presently available.A. He has started previous business and corporate subsidiaries and looks forward to managing Seven Elms Resort on a daily basis. and initial planning phases. summer rate) resort. They include an architect http://www. and is a United States SBA counselor at the Small Business Development Center at the University of Michigan. and a guest lecturer at U-M for Business Plan Writing Workshops.html Page 6 of 21 . He is a certified SBA Fast Track program instructor.Executive summary. planning. a Michigan licensed loan solicitor.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Currently. COMPANY SUMMARY Company Ownership Mr. Inc. With the construction of an outdoor pool adjacent to the present indoor pool/whirlpool/sauna complex and our other refurbishment and new amenities. Steve Blackburn founded Seven Elms Resort.Hotel Resort Business Plan . Company summary. and a morning continental breakfast offering. Since 1985. an indoor and outdoor pool bar. Market analysis. has additional key staff members and advisors to assist during the development.

Blackburn has joined the American Hotel and Motel Association.Executive summary. The property will establish its own Prairie Style identity. its founder. Management & Organizational Summary Mr. advertising. Market analysis. Steve Blackburn. Qualified resort associate professionals will provide additional support services. Through word of mouth and advertising. The hotel will close for the winter months for its build-out and renovation.Hotel Resort Business Plan . Incorporating a total quality management approach and a guest appreciation program. Inc. Steve Blackburn will manage all aspects of the business and service development to ensure effective customer responsiveness. and marketing strategies developed in http://www. Inc. and former managers of bar and Bed and Breakfast style properties. Operation "as is" of the facility would continue through the summer and fall. Support staff will be added as guest and/or patron load factors mandate. Competitive environment 12/06/2012 13:23 trained at the University of Notre Dame. extra parking lot build-out. Seven Elms Resort. [Phase I capital (start-up) funds are documented later on in this business plan. Corporate Development Plan For purposes of this Business Plan document. our reputation as an affordable "boutique style" resort shall grow. and an outdoor pool.—Phase I and Phase II for developmental growth are defined below: Phase I This phase involves preparation and development of Seven Elms Resort. and capital. Phase II Continue implementation of sales. offices will be housed at the home of Mr.] It is anticipated that the funding and transfer of this property will happen in spring 1999.referenceforbusiness. Company summary. management directives.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Seven Elms Resort will develop key repeat guests and lounge patrons. CPAs. Seven Elms Resort.html Page 7 of 21 . Property renovation will include the makeover of 18 to 17 rooms (with 3 suites) and the conversion of the present onsite property manager's house to lounge gathering space. Until the ideal property is acquired. New construction includes a bar room addition.

include Steve Blackburn's broad base of experience in managing different types of companies.Hotel Resort Business Plan . Competitive Advantage Strengths of Seven Elms Resort.referenceforbusiness. or who have few established connections.html . has traveled extensively frequenting numerous lodging establishments. then call for information or pricing. Competitive environment 12/06/2012 13:23 Phase I.Executive summary. HOTEL & LOUNGE OVERVIEW Establishing a hotel and lounge business clientele will take some time. Identify and pursue additional guest markets. i. as a resort-style property. averaging $225 per night (and up) down to older motel properties of $79 per night. as the research revealed word-of-mouth /recommendations /referrals and value as the primary way in which hotel and lounge services are selected by new guests. Company summary. will serve its niche by itself. 4. Seven Elms Resort shall evaluate its room occupancy position to determine if a facility expansion is warranted. a mid-size "boutique" resort niche is vacant in the Lake Michigan market.e. People who are completely new to the area. Market analysis. Currently. 3. Seven Elms Resort anticipates additional support staff would be needed at the proper time (Phase II). Several B&B establishments may fall into the middle. Industry Keys to Success 1. as the present ownership has operated the property as a Christian retreat-style motel. He has extensive development experience and a track record of hiring the right people and training them. This Plan does not contain funding needs for this Phase. 2. A good portion of the past guests to the property will no longer return. Seven Elms. however. and has gained invaluable experience in organizational management. may look to the Yellow Pages or other advertising to establish available services. Blackburn understands the service sector business. A property designed for the guest and/or lounge patron Frequent Guest Award Program Controlled overhead and operational costs Regular and ongoing guest feedback Page 8 of 21 http://www. Internet room guarantee services. with present lodging on the high end.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Inc.

like all businesses. water recreation activities. Latest technology/software capacity Weekend lounge (piano bar. numerous dining establishments. becoming a desirable resort area.Executive summary. is affected by forces and trends in the market environment. two ski hills. the area has several golf courses. namely a moderately priced (under $130 per night). 7. rising wages. The close locality of Lake Michigan offers an affordable alternative to a flyaway destination. and low inflation. a grilled food service.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. art galleries. These include economic. full employment. and the beauty and serenity of Lake Michigan. an indoor and outdoor pool bar. Geographical/Competitive Environment Located just two blocks from Lake Michigan and downtown Lakegrove. Traverse City began to prosper in the 1870s. Seven Elms Resort shall fill a niche not presently available. legal/political. dance floor) entertainment Unique. Competitive environment 12/06/2012 13:23 5. resort-type establishment.html Page 9 of 21 . and a morning continental breakfast offering. Inc. which has made this county a famous Midwest tourist destination. 8. Legal/Political Environment http://www. Many homes and estates date back to this era and several enormous "summer cottages" were built on the lakeshore and are still in evidence today. Market analysis. we shall differentiate ourselves by becoming a "boutique style" resort versus simply another motel. 6. Our Prairie Style surroundings will attract and retain guests who appreciate such refined environments. Economic Environment Positive forces include the generally prosperous economy that is currently in place.Hotel Resort Business Plan . leading more people to be able and willing to spend money and to get away for some time. Combined with an on-site lounge.referenceforbusiness. geographical. and technical. various retail and specialty shops. competitive. timeless and comfortable environment Dedicated management and associate support staff MARKET ANALYSIS Seven Elms Resort. Company summary. theatre entertainment venues.

the proper insurance needs shall be met and all operations and policy manuals shall be reviewed by appropriate legal experts.Executive summary. cabaret. grill. The facility will obtain all the necessary building permits prior to construction. this technology shall assist management in controlling costs. but outside the city limits. including a bar. (Note: Other properties on Lake Michigan. Technology Environment Computer programs greatly simplify the financial recordkeeping for today's businesses. Seven Elms Resort shall attract the resources necessary to train and operate the system in order to generate the reports and manage the inventory. By utilizing the existing software packages available in the hotel industry. reducing cash management. including: room and facility management database. COMPETITIVE ENVIRONMENT A listing of the hotel and motel properties in Benzie County. controlled bar and inventory measuring systems. Seven Elms Resort will need to watch its expenses closely.html Page 10 of 21 . Market analysis. depending upon season) http://www. Michigan. As a small business. and dance floor space. are not included): High Line ($139-$750 per night. Michigan (sourced through Midwest and the Ameritech Directories) is as follows.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. and room key cards that allow patrons to charge directly to their room account. and maximizing revenue. liquor licenses. Company summary. Present facility zoning allows for this proposed use. As faced by all businesses.Hotel Resort Business Plan .referenceforbusiness. Competitive environment 12/06/2012 13:23 Seven Elms Resort management will not move the project forward until it has obtained an option to acquire one of the 19 Benzie County. depending upon season) The Cove of Lake Michigan ($145-$225) Grand Michigan Resort and Spa ($139-$750) The Harbor's Edge ($139-$199) The Michigan Inn ($215-$350) The Strike Hotel ($200) Motel ($59-$119 per night.

Market analysis.Executive summary.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.referenceforbusiness. Networking within business and civic groups is important. on the weekends will add excitement to the resort and draw community http://www. Live piano. that of a "boutique" style. Seven Elms Resort hotel and lounge is attempting to carve out a fourth segment in the lodging market. high-line property at mid-line pricing geared towards adult couples and not marketed to families.html Page 11 of 21 .Hotel Resort Business Plan . Hotel and lounge is a referral-driven business—new business can be obtained by encouraging and rewarding present guests to refer future guests. Competitive environment 12/06/2012 13:23 Breezy Chateau Inn Budget Time Motel Lake Michigan Motel Lakewood Motel Misty Motel Pine Tar Motel Plaza Motel Shady Drive Motel The Stirrup Motel Swiss Motel Bed & Breakfast (B&B) Dahlia House The Mixer House Precious Times Inn Hotel and motel properties in adjacent communities are not listed. Company summary. they do advertise in the Yellow Pages. it is an excellent public relations opportunity. A review of competitors' marketing strategies reveals no one targeting this market segment. however. even if the business results are not immediately felt. or jazz style trio.

this means the they will consider first any recommendations that they are knowledgeable of through prior association (relative. http://www. Everyone associated with Seven Elms Resort will do everything possible to ensure a satisfactory experience for the guest. nonsmoking rooms. upkeep. vacation. and creating satisfaction through interacting with the future or present guests. or perhaps look in a newspaper for advertising. Criteria for selection include: (1) amenities (pool. (4) courtesy (professional and attentive staff?).Executive summary.Hotel Resort Business Plan . the individual or couple will call the recommended property to obtain information that will help him/her decide if this place is the best for them. (2) reputation (what kind of persons usually stay here?). so that future business (and a future referral) is not at risk. he/she would look in the Yellow Pages for a listing. etc. Based on the information received. Competitive environment 12/06/2012 13:23 residents and guests from other properties.html Page 12 of 21 . The individual's satisfaction with his/her decision and with the service itself is largely a function of their interaction with the staff during their stay. Even in the late fall and winter months people are thinking "getaway" to break the weather doldrums. friend. Individual or couple investigates hotel services. or a celebration purpose.). etc?). In most cases. Acting on the advice of friends (or own knowledge). fostering word-of-mouth recommendations. Marketing strategies will build on this model.referenceforbusiness.(3) physical plant (how recent the renovation. bar lounge area. onsite food service. taking advantage of precipitating events. If the individual or couple is new to the area or otherwise has not made any close connections with people. and (5) pricing (is the place affordable?). Market Research A hypothetical behavior sequence model for a new customer (future guest) contemplating using a hotel and lounge service for the first time might look something like the following (based on discussions and interviews with potential guests): Individual or couple decided to getaway for a few days. Company summary. Market analysis. the individual or couple makes a decision and either schedules an appointment to view the property or makes a reservation. or social group). This may happen as a result of a need for a change of pace. The need can arise anytime year round.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.

The forces driving market demand. restaurant recommendations.html Page 13 of 21 . area attractions) will be made available and tailored to the needs of the particular guest.Consumer: New visitors traveling to the area Middle. Business services range from room phones that are Internet jack ready and telephone answering message service for each room to on-site fax services and meeting room http://www. and it will take a while for Seven Elms Resort to get "established" in its market niche. mainly economic and geographical.e. Seven Elms Resort will be positioned as a new. with more people staying closer to home for shorter getaway trips and their comfort level of visiting Lake Michigan. one of the Midwest's premiere travel destinations. shopping. STRATEGY & IMPLEMENTATION The business is driven by referrals and repeat business. beautifully landscaped.Hotel Resort Business Plan . nature-filled. Target Markets . A full range of referral services (i. are strong. Marketing Strategies Target Markets—Geographical: The major cities within a three-hour drive of the property. Competitive environment 12/06/2012 13:23 Summary of Opportunities and Threats in the Environment Overall.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. The marketing strategy is subject to change upon guest feedback and surveys. unique atmosphere hotel with a bar lounge service that fits an adult "getaway" market niche. Inc. taxis. On the negative side.referenceforbusiness.Executive summary. Market analysis.and upper-income bracket Returning visitors to the area Businesses needing to hold small overnight planning and strategy sessions Area wedding parties Couples Positioning and Product Strategy For its guests. there is competition. so for the first few years Seven Elms Resort will need to be aggressive in attracting new guests. Company summary. the environment appears very positive for Seven Elms Resort.

00 Summer Rates (May through October): Regular Rooms $129. and sold. outgoing) $0. fax.00 Suites $149.50 http://www. Example fees: Room Fees Winter Rates (November through April): Regular Rooms $109. and e-mail. hotel and lounge services are produced and consumed simultaneously in a real-time environment. Seven Elms Resort will aim to attract business guests and their partners needing to hold planning or strategy sessions away from the office in a new and comfortable surrounding.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.referenceforbusiness. Market analysis. then distributed. distribution issues center on making the services available in a convenient manner to the greatest number of potential guests. Competitive environment 12/06/2012 13:23 space (lounge sitting area and cabaret room). in order to even out revenues throughout the week. For businesses and other large group functions. Thus. Company summary.75 Telephone Rates (set at going company rate) Hotel Safe Storage Fee (per day) $2. The fee schedule takes into account seasonal rates that are common in the area. pricing can be discounted depending upon the number of rooms reserved.Executive summary.Hotel Resort Business Plan .00 Suites $179. Example lounge pricing and grill food offerings are also noted. and exercise equipment room. Clients will be able to contact Seven Elms Resort by telephone.html Page 14 of 21 . This flexibility is especially attractive to the business traveler.) Fax Service (per page. Pricing Strategy Rooms per night fees have been developed.00 (Includes Continental Breakfast. use of indoor and outdoor pools. Distribution Strategy Unlike products that are produced. Seven Elms Resort will maintain a front office staff member throughout the night so guests are able to get answers to any question or service when they need it.

99 Service and Support Philosophy By giving careful consideration to customer responsiveness.25 $3. and advertising—is being proposed. publicity.50 $7.99 $5. PROMOTION STRATEGY Promotion strategies will vary depending on the target market segments.25 $2. Given the importance of word-of-mouth referrals among all market segments when choosing a "getaway" hotel or small business meeting location.Hotel Resort Business Plan .99 $4.75 $4.html Page 15 of 21 . http://www.99 $5. Seven Elms Resort's goal will be to meet and exceed every service expectation of its hotel and lounge services.75 $7.99 $4.99 $5.) $4.99 $4. Our guests can expect quality service and a total quality management (TQM) philosophy throughout all levels of the staff. Bottled Water.99 $8.50 $4.99 $6.99 $8.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.99 $6. A cost-effective campaign—focused on direct marketing. our efforts are designed to create awareness and build referrals. Market analysis.referenceforbusiness.50 $5.75 $3.Executive summary. Company summary. Competitive environment 12/06/2012 13:23 Liquor and Drink Fees "Top Shelf" Brands Specialty Drinks Well Drinks Import Beers & Wine Domestic Beers Draft Beer Juices. our frequent guest reward program. onion rings or chips.75 $2. and Soft Drinks Grill Menu Rib-Eye Steak Sandwich Chicken Breast Sandwich Hamburger (1/4 pound) Fried Cod Fish Sandwich Salads Chicken Tenders Cheese Sticks (with sauce) Frozen Pizza (Sandwiches include fries.

html Page 16 of 21 . based upon occupancy goals. Inc. Inc. Additionally. and reply card will be sent to a list of potential guests. Inc. an additional letter shall be sent. and lounge.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. This list can be obtained from International Business Lists.Executive summary. The potential guest would be asked to address any questions and the follow-up would remind them to drop in for a property tour on their next trip to Lake Michigan. After that. The newsletter can be produced in-house and for the cost of paper and a stamp creates a lot of goodwill among guests and business prospects. provides information on our resort services. as needed. Market analysis. business license applications. Area talent searches will be conducted to secure weekend cabaret room entertainment. The cycle would repeat itself with new target communities and select businesses and would continue through the first year. Approximately two months after the mailing. (Chicago. The initial mailing may contain a promotional offer: the opportunity to receive a 10% discount on the first night's room rate. and announcements from newspaper clippings). additional mailings would be conducted. will also consider developing a one-page newsletter to be mailed quarterly to past guests and prospects in the database. new businesses will be targeted and sent information. Seven Elms Resort.Hotel Resort Business Plan . The newsletter can be used to update clients on hotel and lounge and area-related developments. Secretary of State incorporation registrations. The brochure and letter introduces Seven Elms Resort. stresses the importance of having a good time in comfortable surroundings. Competitive environment 12/06/2012 13:23 Marketing Plan New Business Segment A direct marketing (direct mail) package consisting of a tri-fold brochure. Publicity and Public Relations A news release will be sent to area newspapers and magazines announcing the launch of Seven Elms Resort.referenceforbusiness. IL) and is compiled from tax records (by upper-income geographical areas. letter of introduction. Company summary. but also serves as a reminder of what sets Seven Elms Resort apart. http://www. and describes what sets us apart from other area hotel and lounge properties.

which is important for word-of-mouth referrals ("Oh yes. Advertising Advertising is utilized primarily to attract new guests and serves to build awareness and name recognition of the resort in general. Covers are distributed bi-annually free of charge to residents and businesses in Benzie County. Company summary. delivering over 30. Inc. I've seen that resort's ads before.Hotel Resort Business Plan . above and beyond the ability of a simple listing. Research indicated that new visitors or people who don't have many personal acquaintances to ask about hotel and lounge services will look to the Yellow Pages to establish a list of potential hotel and lounge services to call. Ameritech Yellow Pages covers the relevant market area. Market analysis. name recognition benefits.") Periodic advertising in target market area newspapers will afford Seven Elms Resort.000 copies to residents and business. Restaurant Placemats—Opportunities exist for a business card-like ad to be placed on the paper placemats used in area restaurants (shelf-life of the ad is http://www.html Page 17 of 21 .referenceforbusiness. Competitive environment 12/06/2012 13:23 Steve Blackburn will join the Benzie County Chamber of Commerce as a means of networking in the community. From quarter page ads announcing its entertainment line-up to business card-sized logo ads. Even a small 2" × 2" boxed ad can create awareness and attract the desired target client. Greater Benzie County Telephone Directory. A business card-like ad on the plastic cover which is placed over any telephone book enables the business name/logo to be seen virtually 24 hours a day. He also may make himself available for speaking engagements at other community or civic organizations as a low-cost way of increasing awareness and building goodwill in the community. This can be accomplished by offering a small "rebate" (5% or 10% rebate on first night stay) to current customers who successfully refer a new guest. Yellow Pages—Ameritech PagesPlus.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.Executive summary. Midwest Directories covers Greater Benzie County but is considered a secondtier directory to Ameritech. present customers should be encouraged and rewarded for referring future guests. Guest Reward Programs For present guests: "Stay 6 nights and get the seventh night for free" promotion and as a means of building business by word-of-mouth. 365 days a year. Telephone Book Cover.

html Page 18 of 21 . at the end of its first year.000 Yellow Pages $2.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. senior centers). An example would be getting on the area restaurant placemats (about 9.000 in six months).000 Evaluation & Control Strategies Objectives have been established for Seven Elms Resort so that actual performance can be measured. Market analysis. 500 quantity. investigation will be made into the cause. http://www. and playbills for local theater groups. or for special (holiday) events taking place at a restaurant (1off opportunities). or getting on the special Lions Club "St. card stock) $250 Lists (new businesses.000 in total revenue Anticipate 57% occupancy rating Each subsequent year new objectives will be set for these benchmarks and actual performance will be measured against them. Thus. high quality paper) $750 Reply card (2-color. Example Promotion Budget . If actual performance falls short of objectives. Each subsequent year's budget should adjust spending toward the types of promotion that reach the most new clients. and plans will be adjusted accordingly. 1. Additional places to post flyers/business cards or for a business card ad include bulletin boards in public buildings (grocery stores.1999 (Amounts Included in Start-Up Funds) Resort brochure (2-color.referenceforbusiness. home-based businesses) $750 Postage (mailing 450 pieces) $500 Restaurant placemats (5 restaurants/10 events) $500 Newspaper advertising $5. Competitive environment 12/06/2012 13:23 about six months).Hotel Resort Business Plan . it is recommended that Seven Elms Resort keep track of the source of all new guests ("Where did you hear of us?") in order to measure the effectiveness of each type of promotion. In addition. Company summary. Placemat advertising will reach area residents as well as area visitors/tourists staying at other places. Seven Elms Resort should have: $772.Executive summary.000 Advertising specialties (give-away) $250 Total for 1999 $10.000 placemats for that event). Patrick's Day" dinner placemats at the Village Restaurant (about 1.000 quantity.

These schedules also listed in the Ten Year Proforma.400. FINANCIAL PLAN Here is the Project Funding Summary for Seven Elms Resort: Project Funding Summary Building and Improvements Cost $881. PR & Advertising $10. Inc.000 Total $116. Inc.000 Engineering & Permitting $5.000 The development of Seven Elms Resort.500 Accounting $1. Company summary. Market analysis.referenceforbusiness.000 Founders Draw (Gen.500 Marketing. Build-Out and Furniture $353.Hotel Resort Business Plan . All lost customers should be investigated to find out why they left.000 Five Months Working Capital $49.261 Total $1.739 Developmental Start-Up Expense $116. will require the full-time talents of Steve Blackburn.000 Phase 1 Funding Amounts Sought Developmental costs for the start-up of this new hotel and lounge services company are listed above.000 Office Expense $2. Contractor) $16. http://www.000 Legal $3. Financial Plan Assumptions The following assumptions will be incorporated into Seven Elms Resort. A customer satisfaction survey may be considered after three to four years in the business.Executive summary. Competitive environment 12/06/2012 13:23 Customer satisfaction is most directly reflected in the year-to-year customer retention percentage.000 Fixtures.000 Architect Fees $7. proforma statements. Phase II growth amounts will be developed and sought at a later date.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. based upon needs to be determined at that time.html Page 19 of 21 . The following schedule highlights the anticipated developmental costs: Classification: Cost Liquor License $71.

Ohio 1992-1995 Co-founder.Executive summary. Inc. Developed and secured funding for own organization.html Page 20 of 21 . EMPLOYMENT HISTORY University of Michigan. business and market development plans. project planning. and Sales. truck routing. MRT Environmental. Has expertise in customer retention programs. Business Development.referenceforbusiness. and forecasting and budgeting. Property manager and founder's salary is based on a fixed salary expense basis. benchmark analysis. accounting and commission salary programs. Marketing. and office expenses rise at an annual rate of one half of one percent. Developmental start-up costs are amortized over a five-year period. Manufacturing and Productivity Analysis. author of several successful RFPs. Designed and implemented computer applications including: customer database service frequency schedules. Marketing. All revenues are figured to rise annually at five percent.Hotel Resort Business Plan . A consulting and facilities development organization for environmental services clients in the health care indushttp://www. Automated informational and bar control systems will reduce Seven Elms Resort. staff requirements.. G & A overhead and operations costs are calculated on an annual basis. Inc. Inc. Competitive environment 12/06/2012 13:23 All operating costs are based on Seven Elms Resort. Michigan Small Business Development Center 1996-present As a United States SBA counselor I assist clients in sales and business development and other related matters including: Sales. Cleveland. All fixed and variable labor costs should rise annually at 2. RESUME This is the resume of Steve Blackburn. Room Occupancy Rate at 57%. management research of similar operating companies.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. administrative. Company summary. the future owner of Seven Elms Resort Steve Blackburn has demonstrated experience in business and sales organization development. Fixed annual. Regulations Compliance. customer retention surveys. Ann Arbor. Market analysis. sales training seminars. and Regulatory Program Development.5% per year.

Market development and direct sales management for all regional special services subsidiaries.Executive summary. Completed a course of study for a B. advertising and promotion. in-service training. Notre Dame University . Developed region's first comprehensive medical waste service organization by identifying and marketing to the healthcare industry an emerging service bundle of packaging.Sales and Development. Created the new medical services division.5 million and employed over 25 employees.Graduated 1985. sales functions.S. and expansions and ancillary specialty services. Market analysis. My responsibilities included: development of project opportunities and clients. Municipal waste contracts. and financial record keeping. integrated third year revenues exceeded $4.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. B.A. Market Development Representative and Environmental Specialist. sales personnel and training. regulatory data submittal. candidate. Education University of Michigan. Inc.A.B. Dallas. M. $80 million subsidiary of a $3 billion public company. Serviced all sectors of the healthcare industry from physician offices through major medical centers. Company summary. Texas 1985-1992 Vice President .Hotel Resort Business Plan . and treatment of medical wastes. http://www. Created computer applications and processing systems to maximize efficiency and minimize errors. Analyzed new business development opportunities in all service areas. landfill development. in Business Accounting and Economics. 1998. Responsible for training. waste company acquisitions. in Chemistry.html Page 21 of 21 .. Pride & Barrow Industries. transportation. and special waste stream permitting. Competitive environment 12/06/2012 13:23 try.referenceforbusiness.

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