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17/03/13

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

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Hotel Resort

BUSINESS PLAN RESORT SEVEN ELMS

65000 Windy Lane Dr. Traverse City, Michigan 49865

The Seven Elms Resort outlines how it will provide quality hospitality services, cost-effectively, in a
Ph ot o by : Da v id Pr u t er

popular northern U.S. lake resort environment. This plan successfully raised capital for property acquisition, renovation, and company start-up related costs.

EXECUTIV E SUMMARY COMPANY SUMMARY HOTEL & LOUNGE OV ERV IEW MARKET ANALY SIS COMPETITIV E ENV IRONMENT STRATEGY & IMPLEMENTATION PROMOTION STRATEGY FINANCIAL PLAN RESUME

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17/03/13

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

EXECUTIVE SUMMARY
We seek funds for the acquisition and renovation of Seven Elms Resort, an adultmarketed, 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
Introduction In today's highly competitive environment, formal business planning is an essential element in achieving business success. A well-written business plan is primarily a communication tool used to obtain financing. In certain instances, particularly with our
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4. Attract $1. 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. Inc. Focus ideas and establish goals. and the ever-changing financial markets.17/03/13 Hotel Resort Business Plan . The business of Seven Elms Resort. Methodology for Business Planning Sophisticated business planning helps management answer questions. 2. Considering that lenders are inundated by numerous investment opportunities from which they choose only a few. this business plan also serves as a strategic plan. Developing the Business Plan The management of Seven Elms Resort. Identify and quantify objectives.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. 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.Executive summary. Inc. Guidance from Outside Professionals Mr. In-depth technical skills in a variety of disciplines such as financial analysis. 1. and managing growth are critical components in assessing a company's opportunities and risks. or plans to compete.html#b 3/22 . Inc. 5. Create benchmarks for measuring success. Track and direct growth. Inc. 3. Competitive environment early stage company. Seven Elms Resort. This plan reflects his vision. Five Objectives of Seven Elms Resort. Steve will maintain an active management involvement in every aspect of daily resort operations. Market analysis. Blackburn has sought legal assistance and advisors to develop the Seven Elms Resort concept. is the creation of and funding of an adult www. latest technology. this business plan describes our story and how we intend to grow. sales and marketing. Company summary.referenceforbusiness.4 million mortgage/investment capital. 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.

The home has a concrete block basement that is partially finished with a recreation room and a 3/4 bathroom.and 15-year-old twoand one. and all equipment necessary for operation of the motel. direct-dial phones. 3 are executive suites. The building is seated on a poured concrete and a concrete block foundation. indoor pool/Jacuzzi/sauna. total approximately 14. Company summary. which when combined. The motel is located in the motel district of Benzie County and is situated on 9. an indoor swimming pool. Interior walls are concrete block and drywall. wooded acres. kitchen. which creates an opportunity for significant expansion or potential for an entirely new enterprise. bathroom.referenceforbusiness. Market analysis. and one of them will be converted to an onsite manager's apartment. with Jacuzzi tubs.Executive summary. 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. The flooring is carpet and ceramic tile. The manager's apartment (future piano bar and basement bar/meeting room area) offers a living room. storage shed. Ideal Property Location The preferred location is a 10-acre parcel with 8 acres of woods.story wood frame 18-unit motel and manager's/owner's apartment. ample parking. family room. built in two phases: a 22. The motel has a partial basement and includes a laundry room with two washers and two dryers.43 acres are wooded and undeveloped.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. set in a unique Prairie Style surrounding for our prospective guests. The grounds are beautifully landscaped. Each room has individual climate control. The exterior is cedar and the roof is pitch and pebble. There is a basement area under the living quarters and a portion www. and gift shop on the first floor with 3 bedrooms and 2 baths on the second floor. meeting rooms. specializing in a "getaway" atmosphere to provide relaxation and recreation in the Greater Benzie County/Lake Michigan area. This facility consists of one building. laundry room. a men's and women's bathroom. 18 room units.787 square feet of living area. The facility has a large main lobby area. The separate onsite manager residence and meeting room complex will serve as a future lounge/grill space. There are casement windows and wood storms and screens. kitchen. Of the 18 rooms.43 beautifully landscaped. and televisions.html#b 4/22 . 2-car garage. Michigan. storage area. reception area. a whirlpool/sauna room. and mechanical room. dining area. The integration of these disciplines results in extensive and innovative services. The 18-unit motel includes a lobby with a fireplace.17/03/13 Hotel Resort Business Plan . lighted tennis court. a balcony. Approximately 7 of the 9. Competitive environment couples' 17-room hotel. half bath.

two gas forced air furnaces. Competitive environment of the motel.4 M property mortgage 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.Executive summary. vision.17/03/13 Hotel Resort Business Plan . cable television. 120-gallon hot water heater. sump pump. 600-amp electrical service. namely a moderately priced (under $130 per night. a grilled food service. providing the finest accommodations in Benzie County. Other improvements include a 2-car garage with 2 electric door openers. we shall differentiate ourselves by becoming a "boutique style" resort versus simply another motel. Inc.000 bridge loan to secure $1. A detached storage shed is located to the rear of the manager's apartment. With the construction of an outdoor pool adjacent to the present indoor pool/whirlpool/sauna complex and our other refurbishment and new amenities. an indoor and outdoor pool bar. COMPANY SUMMARY www. individual heat. and telephone system. smoke alarms. two central vacs. and central air for each unit. electric baseboard heat. a lighted tennis court. Mission Statement Seven Elms Resort.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Combined with an on-site lounge. Market analysis. Michigan. Company Business Plan Objective This business plan serves to detail the direction. intercom system. concrete sidewalks. summer rate) resort. Seven Elms Resort will form the basis of a highly profitable venture set in a Prairie Style environment. and a morning continental breakfast offering. 4-camera security system. water softener. and planning to achieve our goal for providing superior and comprehensive hotel and lounge services. street signage.html#b 5/22 . Land improvements include a blacktop driveway and parking lot with 23 parking spaces. Mechanical systems include five gas hydropic. Our plan objectives are: Attract $200. Company summary. and beautiful landscaping with a mature variety of trees and shrubs.'s mission is to provide quality hospitality services to our guests in a comprehensive and cost competitive manner.referenceforbusiness.

Management & Organizational Summary Mr. has additional key staff members and advisors to assist during the development. and former managers of bar and Bed and Breakfast style properties. Since 1985. Until the ideal property is acquired. candidate at U-M and holds a Bachelor of Arts degree in Business Economics with a minor in chemistry from Notre Dame University. Steve Blackburn founded Seven Elms Resort. CPAs. He has started previous business and corporate subsidiaries and looks forward to managing Seven Elms Resort on a daily basis. Qualified resort associate professionals will provide additional support services. Market analysis. with a specialty in commercial finance. and initial planning phases.html#b 6/22 . Competitive environment Company Ownership Mr.B. Inc. and a guest lecturer at U-M for Business Plan Writing Workshops. Currently. www. He is a certified SBA Fast Track program instructor. Key Advisors to the Company Seven Elms Resort.referenceforbusiness. Support staff will be added as guest and/or patron load factors mandate. Blackburn has joined the American Hotel and Motel Association. Steve has had extensive experience in creating and managing organizations for environmental and economic developmentoriented companies involved in nationwide projects. a Michigan licensed loan solicitor. planning.A. They include an architect trained at the University of Notre Dame.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.—Phase I and Phase II for developmental growth are defined below: Phase I This phase involves preparation and development of Seven Elms Resort.17/03/13 Hotel Resort Business Plan . Steve Blackburn will manage all aspects of the business and service development to ensure effective customer responsiveness. offices will be housed at the home of Mr. hotel and lounge in 1998 as a Michigan Subchapter "S" Corporation. Company summary. Inc. Corporate Development Plan For purposes of this Business Plan document. Inc. and is a United States SBA counselor at the Small Business Development Center at the University of Michigan. Steve consults with area businesses in development-related issues. Inc. Steve is an M. including finance. Seven Elms Resort. Past SBA clients include service and manufacturing organizations. Seven Elms Resort.Executive summary.

Company summary.Executive summary.html#b 7/22 . may look to the Yellow Pages or other advertising to establish available services. has traveled extensively frequenting www. Incorporating a total quality management approach and a guest appreciation program. 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. A good portion of the past guests to the property will no longer return.referenceforbusiness. [Phase I capital (start-up) funds are documented later on in this business plan. its founder. Phase II Continue implementation of sales. The hotel will close for the winter months for its build-out and renovation.17/03/13 Hotel Resort Business Plan . 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. The property will establish its own Prairie Style identity. Inc. Competitive environment Steve Blackburn. Through word of mouth and advertising. Identify and pursue additional guest markets. He has extensive development experience and a track record of hiring the right people and training them.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. and an outdoor pool. advertising.e. i. New construction includes a bar room addition. then call for information or pricing. Blackburn understands the service sector business. Seven Elms Resort will develop key repeat guests and lounge patrons. include Steve Blackburn's broad base of experience in managing different types of companies. and capital. Market analysis. Internet room guarantee services. and marketing strategies developed in Phase I. as the present ownership has operated the property as a Christian retreat-style motel.] It is anticipated that the funding and transfer of this property will happen in spring 1999. Operation "as is" of the facility would continue through the summer and fall. extra parking lot build-out. Competitive Advantage Strengths of Seven Elms Resort. HOTEL & LOUNGE OVERVIEW Establishing a hotel and lounge business clientele will take some time. People who are completely new to the area. Seven Elms Resort anticipates additional support staff would be needed at the proper time (Phase II). Seven Elms Resort shall evaluate its room occupancy position to determine if a facility expansion is warranted. or who have few established connections. This Plan does not contain funding needs for this Phase. our reputation as an affordable "boutique style" resort shall grow. management directives.

legal/political. and technical. The close locality of Lake Michigan offers an affordable alternative to a flyaway destination.html#b 8/22 . Market analysis. competitive. Traverse City began to prosper in the 1870s.17/03/13 Hotel Resort Business Plan . These include economic. as a resort-style property. Unique. Dedicated management and associate support staff MARKET ANALYSIS Seven Elms Resort. like all businesses. Geographical/Competitive Environment Located just two blocks from Lake Michigan and downtown Lakegrove. geographical. water recreation activities. art galleries. with present lodging on the high end. Many homes and estates date back to this era and several enormous "summer cottages" were built on the lakeshore and are still in www. the area has several golf courses. and the beauty and serenity of Lake Michigan. is affected by forces and trends in the market environment. Inc. A property designed for the guest and/or lounge patron 2. a mid-size "boutique" resort niche is vacant in the Lake Michigan market. full employment. dance floor) entertainment 7. theatre entertainment venues. various retail and specialty shops. Frequent Guest Award Program 3. numerous dining establishments. Controlled overhead and operational costs 4. rising wages. timeless and comfortable environment 8.Executive summary. Economic Environment Positive forces include the generally prosperous economy that is currently in place. Several B&B establishments may fall into the middle. Seven Elms.referenceforbusiness. Regular and ongoing guest feedback 5. Industry Keys to Success 1. averaging $225 per night (and up) down to older motel properties of $79 per night. however. Currently. and low inflation. leading more people to be able and willing to spend money and to get away for some time.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Company summary. which has made this county a famous Midwest tourist destination. becoming a desirable resort area. and has gained invaluable experience in organizational management. Competitive environment numerous lodging establishments. Weekend lounge (piano bar. two ski hills. will serve its niche by itself. Latest technology/software capacity 6.

namely a moderately priced (under $130 per night). The facility will obtain all the necessary building permits prior to construction. liquor licenses. COMPETITIVE ENVIRONMENT A listing of the hotel and motel properties in Benzie County. are not included): High Line ($139-$750 per night. but outside the city limits. Seven Elms Resort shall fill a niche not presently available. a grilled food service. Michigan. resort-type establishment. Combined with an on-site lounge. an indoor and outdoor pool bar. Seven Elms Resort will need to watch its expenses closely. Company summary. Michigan (sourced through Midwest and the Ameritech Directories) is as follows. and maximizing revenue. By utilizing the existing software packages available in the hotel industry. and dance floor space. including a bar. this technology shall assist management in controlling costs.Executive summary. we shall differentiate ourselves by becoming a "boutique style" resort versus simply another motel. controlled bar and inventory measuring systems. grill. including: room and facility management database. cabaret. As faced by all businesses. Our Prairie Style surroundings will attract and retain guests who appreciate such refined environments. and room key cards that allow patrons to charge directly to their room account.17/03/13 Hotel Resort Business Plan . Present facility zoning allows for this proposed use.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. the proper insurance needs shall be met and all operations and policy manuals shall be reviewed by appropriate legal experts.referenceforbusiness. Competitive environment evidence today. and a morning continental breakfast offering. Technology Environment Computer programs greatly simplify the financial recordkeeping for today's businesses.html#b 9/22 . Seven Elms Resort shall attract the resources necessary to train and operate the system in order to generate the reports and manage the inventory. (Note: Other properties on Lake Michigan. reducing cash management. Market analysis. Legal/Political Environment 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) www. As a small business.

Market analysis. depending upon season) 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. Hotel and lounge is a referral-driven business—new business can be obtained www. high-line property at mid-line pricing geared towards adult couples and not marketed to families.referenceforbusiness.17/03/13 Hotel Resort Business Plan . they do advertise in the Yellow Pages. however. Seven Elms Resort hotel and lounge is attempting to carve out a fourth segment in the lodging market.html#b 10/22 .Executive summary. Company summary.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. that of a "boutique" style. Competitive environment 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. A review of competitors' marketing strategies reveals no one targeting this market segment.

on the weekends will add excitement to the resort and draw community residents and guests from other properties. this means the they will consider first any recommendations that they are knowledgeable of through prior association (relative. Market analysis. friend. This may happen as a result of a need for a change of pace. etc. (2) reputation (what kind of persons usually stay here?). 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. 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. fostering word-of-mouth recommendations. vacation. 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. or a celebration purpose. bar lounge area. or social group). on-site food service. Acting on the advice of friends (or own knowledge). Based on the information received. or perhaps look in a newspaper for advertising.17/03/13 Hotel Resort Business Plan .com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Networking within business and civic groups is important. it is an excellent public relations opportunity. and creating satisfaction through interacting with the future or present guests. Live piano. Individual or couple investigates hotel services.). Criteria for selection include: (1) amenities (pool.Executive summary. The need can arise anytime year round. Everyone associated with Seven Elms Resort will do everything possible to ensure a satisfactory experience for the guest. upkeep.html#b 11/22 .referenceforbusiness. and (5) pricing (is the place affordable?). In most cases. If the individual or couple is new to the area or otherwise has not made any close connections with people. etc?). or jazz style trio. Even in the late fall and winter months people are thinking "getaway" to break the weather doldrums. nonsmoking rooms. he/she would look in the Yellow Pages for a listing. Competitive environment by encouraging and rewarding present guests to refer future guests. even if the business results are not immediately felt. Marketing strategies will build on this model. the individual or couple makes a decision and either schedules an appointment to view the property or makes a reservation. www. Company summary. (4) courtesy (professional and attentive staff?). taking advantage of precipitating events. so that future business (and a future referral) is not at risk.(3) physical plant (how recent the renovation.

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. The marketing strategy is subject to change upon guest feedback and surveys. and it will take a while for Seven Elms Resort to get "established" in its market niche. so for the first few years Seven Elms Resort will need to be aggressive in attracting new guests. unique atmosphere hotel with a bar lounge service that fits an adult "getaway" market niche. mainly economic and geographical. Market analysis. STRATEGY & IMPLEMENTATION The business is driven by referrals and repeat business. beautifully landscaped. one of the Midwest's premiere travel destinations.html#b 12/22 . Company summary.Executive summary. with more people staying closer to home for shorter getaway trips and their comfort level of visiting Lake Michigan. area attractions) will be made available and tailored to the needs of the particular guest. shopping.e.referenceforbusiness.17/03/13 Hotel Resort Business Plan . restaurant recommendations. A full range of referral services (i. Inc. in order to even out revenues www. taxis.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 space (lounge sitting area and cabaret room). there is competition.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. Marketing Strategies Target Markets—Geographical: The major cities within a three-hour drive of the property. Competitive environment Summary of Opportunities and Threats in the Environment Overall. On the negative side. The forces driving market demand. the environment appears very positive for Seven Elms Resort. nature-filled. Seven Elms Resort will be positioned as a new. Target Markets . are strong.

and exercise . This flexibility is especially attractive to the business traveler. use of indoor and outdoor pools. Thus. The fee schedule takes into account seasonal rates that are common in the area. Company summary. Clients will be able to contact Seven Elms Resort by telephone. 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. Distribution Strategy Unlike products that are produced. and email.referenceforbusiness. For businesses and other large group functions.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.17/03/13 Hotel Resort Business Plan .00 $149. distribution issues center on making the services available in a convenient manner to the greatest number of potential guests. then distributed. hotel and lounge services are produced and consumed simultaneously in a real-time environment. Competitive environment throughout the week.Executive summary.) www. pricing can be discounted depending upon the number of rooms reserved. and sold.00 $129.00 $179. Example fees: Room Fees Winter Rates (November through April): Regular Rooms Suites Summer Rates (May through October): Regular Rooms Suites equipment room.html#b 13/22 $109.00 (Includes Continental Breakfast. Pricing Strategy Rooms per night fees have been developed. Example lounge pricing and grill food offerings are also noted. Market analysis. fax.

Market analysis.75 $4.html#b 14/22 .$8. Bottled Water.99 . Competitive environment Fax Service (per page.75 .$8.) $7.75 $3.99 $5.$6.$7. 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.25 $3.99 $4.99 .com/business-plans/Business-Plans-Volume-07/Hotel-Resort.Executive summary.99 $4.99 $5.50 Service and Support Philosophy www.17/03/13 Hotel Resort Business Plan .$5.50 . Company summary.99 $4.25 $2.75 $2.50 $4.50 Liquor and Drink Fees "Top Shelf" Brands Specialty Drinks Well Drinks Import Beers & Wine Domestic Beers Draft Beer Juices.99 $4. outgoing) Telephone Rates (set at going company rate) Hotel Safe Storage Fee (per day) $0.75 $2.99 .99 $6. onion rings or chips.referenceforbusiness.99 $5.

Executive summary. The initial mailing may contain a promotional offer: the opportunity to receive a 10% discount on the first night's room rate. our efforts are designed to create awareness and build referrals. Given the importance of word-of-mouth referrals among all market segments when choosing a "getaway" hotel or small business meeting location. based upon occupancy goals. Inc. Inc. Seven Elms Resort. Additionally. but also www. A cost-effective campaign—focused on direct marketing. The newsletter can be used to update clients on hotel and lounge and area-related developments.referenceforbusiness. After that.17/03/13 Hotel Resort Business Plan . Seven Elms Resort's goal will be to meet and exceed every service expectation of its hotel and lounge services. additional mailings would be conducted. our frequent guest reward program. Our guests can expect quality service and a total quality management (TQM) philosophy throughout all levels of the staff. The cycle would repeat itself with new target communities and select businesses and would continue through the first year. and announcements from newspaper clippings). This list can be obtained from International Business Lists. will also consider developing a one-page newsletter to be mailed quarterly to past guests and prospects in the database.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. and advertising—is being proposed. provides information on our resort services. 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. Competitive environment By giving careful consideration to customer responsiveness.html#b 15/22 . an additional letter shall be sent. The brochure and letter introduces Seven Elms Resort. new businesses will be targeted and sent information. Secretary of State incorporation registrations. as needed. business license applications. letter of introduction. Approximately two months after the mailing. stresses the importance of having a good time in comfortable surroundings. (Chicago. publicity. and describes what sets us apart from other area hotel and lounge properties. PROMOTION STRATEGY Promotion strategies will vary depending on the target market segments. and reply card will be sent to a list of potential guests. Market analysis. IL) and is compiled from tax records (by upper-income geographical areas. Company summary. Marketing Plan New Business Segment A direct marketing (direct mail) package consisting of a tri-fold brochure.

name recognition benefits. Steve Blackburn will join the Benzie County Chamber of Commerce as a means of networking in the community.referenceforbusiness. delivering over 30.000 copies to residents and business. www. From quarter page ads announcing its entertainment line-up to business card-sized logo ads. and lounge. which is important for word-of-mouth referrals ("Oh yes.") Periodic advertising in target market area newspapers will afford Seven Elms Resort. Yellow Pages—Ameritech PagesPlus. 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.17/03/13 Hotel Resort Business Plan . 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. Advertising Advertising is utilized primarily to attract new guests and serves to build awareness and name recognition of the resort in general. Inc. Area talent searches will be conducted to secure weekend cabaret room entertainment. I've seen that resort's ads before. 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. Market analysis. Greater Benzie County Telephone Directory. Even a small 2" × 2" boxed ad can create awareness and attract the desired target client. 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. above and beyond the ability of a simple listing. Ameritech Yellow Pages covers the relevant market area. Competitive environment serves as a reminder of what sets Seven Elms Resort apart. Inc.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.Executive summary. 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. present customers should be encouraged and rewarded for referring future guests.html#b 16/22 . Publicity and Public Relations A news release will be sent to area newspapers and magazines announcing the launch of Seven Elms Resort. Company summary. Midwest Directories covers Greater Benzie County but is considered a second-tier directory to Ameritech.

Market analysis. or for special (holiday) events taking place at a restaurant (1off opportunities). 1. An example would be getting on the area restaurant placemats (about 9. at the end of its first year. senior centers). or getting on the special Lions Club "St.000 in six months). Additional places to post flyers/business cards or for a business card ad include bulletin boards in public buildings (grocery stores. 500 quantity. high quality paper) $750 Reply card (2-color. 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. Example Promotion Budget .000 quantity.referenceforbusiness. and playbills for local theater groups. Competitive environment Telephone Book Cover.000 Evaluation & Control Strategies Objectives have been established for Seven Elms Resort so that actual performance can be measured.Executive summary.html#b 17/22 . home-based businesses) Postage (mailing 450 pieces) Restaurant placemats (5 restaurants/10 events) Newspaper advertising Yellow Pages Advertising specialties (give-away) Total for 1999 $250 $750 $500 $500 $5.17/03/13 Hotel Resort Business Plan . Placemat advertising will reach area residents as well as area visitors/tourists staying at other places.1999 (Amounts Included in Start-Up Funds) Resort brochure (2-color.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. card stock) Lists (new businesses. Seven Elms Resort should have: www.000 $2. Thus. Covers are distributed bi-annually free of charge to residents and businesses in Benzie County. 365 days a year.000 $250 $10. 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 about six months). Company summary.000 placemats for that event). Patrick's Day" dinner placemats at the Village Restaurant (about 1.

Executive summary. The following schedule highlights the anticipated developmental costs: www.739 Developmental Start-Up Expense $116. Customer satisfaction is most directly reflected in the year-to-year customer retention percentage.400. If actual performance falls short of objectives. Build-Out and Furniture $353.000 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. Market analysis.000 Fixtures. These schedules also listed in the Ten Year Proforma. A customer satisfaction survey may be considered after three to four years in the business.referenceforbusiness. 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. Competitive environment $772.000 Phase 1 Funding Amounts Sought Developmental costs for the start-up of this new hotel and lounge services company are listed above.261 $1. All lost customers should be investigated to find out why they left. 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.html#b 18/22 . investigation will be made into the cause.17/03/13 Hotel Resort Business Plan . FINANCIAL PLAN Here is the Project Funding Summary for Seven Elms Resort: Project Funding Summary Building and Improvements Cost $881.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.000 Five Months Working Capital Total $49. Company summary.

17/03/13 Hotel Resort Business Plan . staff requirements. proforma statements.html#b 19/22 . will require the full-time talents of Steve Blackburn. and office expenses rise at an annual rate of one half of one percent. Competitive environment Classification: Cost Liquor License Architect Fees Accounting Marketing.000 $7. management research of similar operating companies.000 $5. Room Occupancy Rate at 57%. All fixed and variable labor costs should rise annually at 2. Inc. All revenues are figured to rise annually at five percent.000 The development of Seven Elms Resort.5% per year.000 Legal Total $3. PR & Advertising Engineering & Permitting Office Expense $71. Inc. administrative.Executive summary. Phase II growth amounts will be developed and sought at a later date. Financial Plan Assumptions The following assumptions will be incorporated into Seven Elms Resort. G & A overhead and operations costs are calculated on an annual basis. Inc. Developmental start-up costs are amortized over a five-year period.000 Founders Draw (Gen. Market analysis. Contractor) $16.000 $2.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. Property manager and founder's salary is based on a fixed salary expense basis.000 $116. Automated informational and bar control systems will reduce Seven Elms Resort.500 $10. www. Company summary. All operating costs are based on Seven Elms Resort. Fixed annual.500 $1. Inc.referenceforbusiness. based upon needs to be determined at that time.

. Inc. Regulations Compliance.html#b 20/22 . customer retention surveys. project planning. author of several successful RFPs. Business Development. and treatment of medical wastes. Inc. A consulting and facilities development organization for environmental services clients in the health care industry. Cleveland. 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. My responsibilities included: development of project opportunities and clients. advertising and promotion. Has expertise in customer retention programs.. Market analysis. Ann Arbor.Sales and Development. Dallas. Texas 1985-1992 Vice President . benchmark analysis. Market development and direct sales management for all regional special services subsidiaries. and financial record keeping. Designed and implemented computer applications including: customer database service frequency schedules. business and market development plans. Ohio 1992-1995 Co-founder. integrated third year revenues exceeded $4. $80 million subsidiary of a $3 billion public company. Developed and secured funding for own organization. and forecasting and budgeting. Created the new medical services division. Serviced all sectors of the healthcare industry from physician offices through major medical www. Company summary. the future owner of Seven Elms Resort Steve Blackburn has demonstrated experience in business and sales organization development. Developed region's first comprehensive medical waste service organization by identifying and marketing to the healthcare industry an emerging service bundle of packaging.17/03/13 Hotel Resort Business Plan .referenceforbusiness. Marketing. Manufacturing and Productivity Analysis.5 million and employed over 25 employees. accounting and commission salary programs. sales training seminars.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.Executive summary. truck routing. and Regulatory Program Development. and Sales. Marketing. transportation. Pride & Barrow Industries. MRT Environmental. in-service training. EMPLOYMENT HISTORY University of Michigan. sales personnel and training. Competitive environment RESUME This is the resume of Steve Blackburn.

1998. Education University of Michigan. Municipal waste contracts. Notre Dame University . Competitive environment centers. regulatory data submittal.html#b 21/22 . Company summary. Created computer applications and processing systems to maximize efficiency and minimize errors.Graduated 1985.17/03/13 Hotel Resort Business Plan . Market Development Representative and Environmental Specialist. in Chemistry. ask questions. in Business Accounting and Economics. Analyzed new business development opportunities in all service areas. sales functions. B. User Contributions: Comment about this article. candidate.A.A. and special waste stream permitting. and expansions and ancillary specialty services. Market analysis. Completed a course of study for a B.com/business-plans/Business-Plans-Volume-07/Hotel-Resort. landfill development.B. or add new information about this topic: Name: E-mail: Sh ow m y em a il pu blicly Type the code shown: Public Comment: (50-4000 c har ac ter s) Send www. waste company acquisitions. Responsible for training. M.Executive summary.S.referenceforbusiness.

Market analysis.Executive summary.html#b 22/22 . Competitive environment Hotel Resort Business Plan forum « Healthcare Software Company Copyright © 2013 Advameg.17/03/13 Hotel Resort Business Plan . Inc.com/business-plans/Business-Plans-Volume-07/Hotel-Resort.referenceforbusiness. Limited Liability Company » www. Company summary.