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…THE RETREAT www.escapetheretreat.com
Escape will provide customers with a relaxing, rejuvenating atmosphere where people will come to look and feel good about themselves. THE STORY BEHIND THE IDEA: Stress levels among individuals are increasing on a daily basis. Work anxieties, relationship pressures are severely impacting individuals, mentally and also physically (burnout, exhaustion)... And after coming to IMT, we are witnessing a constant increasing state of despair in students and we realized it’s far worse in the corporate world. In a certain incident, a person, fed up with the constant pressures inflicted on him (studies, girlfriend) just got up and ran...And ran...And ran.... Therefore, we felt that what we are offering is of immense value to the individual and thus the society. FUNCTIONAL AND EMOTIONAL NEEDS Stress severely harms the self image of individuals. It hampers productivity of employees. And it also has an effect on their relationships, both at home and at
OBJECTIVES The objectives for ESCAPE are outlined below: 1. Hence.work. Have clientele return rate of 90% by end of first year. 4. Substantial profits (Rs 4. Our innovative services (musical therapy and colour therapy) will help people significantly reduce their stress levels thereby increasing their efficiency at work and helping them significantly improve their personal relations.000) by end of second year. ESCAPE will establish itself as a dependable destination to which they can always come to escape the stresses of life. Nagpur doesn’t yet have an all-encompassing stress-alleviation recreation centre. Become the established destination for stress alleviation by end of first year. 3. Establish trust within the community that each customer's needs will be taken care of during every visit. MISSION ESCAPE will provide a comforting. their souls.65. Profit before tax by end of second year. KEYS TO SUCCESS 1. 2. Quality and skilled employees familiar with energy work and oriented to a soothing spiritual disposition. and their lives. ESCAPE will come and fill in this gap. 2. atmosphere in which customers will be able to relax both their body and mind and reconnect to their daily lives and its true purpose. yet stimulating. and rejuvenate their energies. .
The stress alleviation recreational centre is devoted to providing holistic methods of massage. COLOR THERAPY 5. Easily accessible location. serene setting. and energy work. COUNSELLING 4. body work. PRODUCTS AND SERVICES: ESCAPE offers a wide variety of mind and body healing services. SPA • Massages • Aromatherapy • Steam 2. Effective advertising. SPA PRODUCTS CUSTOMER ANALYSIS: .3. YOGA AND MEDITATION 7. This is all done in a relaxing. 4. 1. ANGER MANAGEMENT 3. MUSIC AND DANCE THERAPY 6.
Also. especially among professionals.SEGMENTATION Asians have the third highest stress levels among people in different countries. They are often in their late twenties through their mid forties. with a continually expanding consumer base. drug abuse. For men. Lot of employees in today′s organizations suffer physical ailments directly related to stress. professionals concerned about their appearance are our main market. TARGETING: With its growing population of moderate to high income professionals. women battling or recovering from a serious injury or illness are another specific target market. Report says that annual costs attributed to stress-related alcoholism. with an emphasis on professional women in their mid twenties through their mid fifties. and there is a significant inverse relationship between educational level and stress level. disease and low productivity are about US$142 billion. . Employees who are less than 35 years old experience the highest levels of stress. Women between the ages of 18 and 70 are the vast market. This also increases our possible consumer base. Another advantage to the Nagpur market is the high level of travel to the area. Nagpur provides an ideal market. Escape aims to provide health and spa services to those seeking physical and mental well being. So the basis for our segmentation is the stress levels among different age groups and the people who suffer from physical ailments directly related to stress. We target anyone who is searching for a natural method to heal body and soul. It is also one of the fastest growing areas in the country. employees with six-to-ten years of experience show the highest levels of stress.
concentrate better. Considering that none of the other competitors will offer the range of services we will. comfortable. we will be able to provide services to a portion not currently being tapped. VALUE PROPOSITION: Our value proposition is that we will bring a unique mode of relaxation and fulfilment to individuals. We offer special classes. We have chosen these people. and homeopathic opportunities for people with specific needs. The third group we target are individuals who are either recovering from an injury or people who have a condition which needs special attention. or that their staffs will be trained like ours. When people are relaxed. therefore. feel physically. We wanted to create a safe environment where people feel comfortable and get the attention they need with out feeling ostracized or sick. they have the ability to work harder. we offer exercise facilities to keep people fit and healthy. emotionally. and that there are not any spa of our type in our target locations. Their medical problems and mental stress could be alleviated with our spas and physiotherapy sessions along with psychological support for retirees who are lonely at home (children living in different cities). ranging from early twenties to mid forties. Our fourth target segment is retirees. They also have the financial opportunity to regularly treat themselves to a facial or massage.Our second target market is the corporate workers of Nagpur. POSITIONING: We will automatically position ourselves as one of the top spas in Nagpur area. and mentally balanced. and happy. massage. because they are in stressful jobs and could use relaxation and exercise. Often in the working world it is necessary to look healthy and fit. and give that happiness back into their .
as does the availability of all services under one roof.homes. Simply put. we will face competition from the spas in hotels. and community. we build relationships of trust and satisfaction. health clubs as well as stand alone spas. Offering special classes for those with serious health concerns sets us apart. and our interaction with customers. workplaces. our value proposition is that we help our customers become better individuals to live and work with. However. we do not have any direct competitors. Our customers will come to depend on our unique services and fulfilling environment. COMPETITORS: Being an all inclusive stress busting club. SURVEY RESULTS: . By providing our customers a holistic and integrative spa. COMPETITIVE EDGE (DIFFERENTIATING FACTOR): Our competitive edge is a combination of our unique services. outstanding location. The cost of our services will be placed in between that offered by the stand alone spas and the spas in hotels.
Ag Groups e 18% 25% 20-25 25-35 16% 35-45 45-60 60+ 24% 17% S tresslevelsinour targ seg ent et m 5% 6% 15% veryhigh 30% high average low 45% verylow .
Income range in target segment 17% 14% 15000-25000 25000-40000 29% 40000-60000 60000+ 38% Willingness to for stress busting activity 28% yes no 72% .
Amount willing to spend (in Rs/month) 6% 18% 45% Less than 1000 1000-2000 2000-5000 5000+ 31% Services willing to avail 23% 57% 8% 17% Anger Management Color therapy Aroma therapy Massage and sauna Yoga and Meditation Music and dance therapies 48% 45% .
the second phase advertising will deal with all long-term advertising. The general manager will be responsible for assisting with the implementation of alliance advertising partnerships. healing centres). friendly and caring atmosphere. PRICING STRATEGY: Our pricing strategy will be similar to that of our competitors in different areas of expertise (spas. and have a built-in motivational factor that will keep them working hard and happily. PROMOTION STRATEGY Our promotional strategy will be two-fold: first phase promotion will deal with advertising before. Our advertising budget is 300.MARKETING STRATEGY: Our marketing strategy is the key to our success: 1. during. Advertising will begin one week prior to opening. standard prices for our services. MARKETING PROGRAMS: Owner of ESCAPE will be responsible for advertisements through the advertising channels. Build community relationships through unique and quality service. We will be paying our employees a higher straight percentage of their total individual customer sales than our competitors.000 for the first year. Focus on the convenience of our location. 3. . or substantially under. health clubs. 2. and six months following our opening. We will not charge over. Emphasize our name and unique services through advertising. and establishing absolute dependability of our services. This will allow us to hire the best employees.
television ads are not certain.FIRST PHASE PROMOTIONS Advertising We will utilize local newspaper. After the first six months. Alliances We will place our brochures within the offices of our medical referral clients. we will evaluate the viability of having target clients advertise on our site. local social and health magazines. Internet We will continue to have a comprehensive website. and graduation. We will also form advertising alliances with any business with whom we share common business goals. and conversely. we will evaluate viability of advertising on our target clients’ websites. and certainly after the first year. Television ads will be done only when we have sale promotions during the most stressful times of the year for the Christmas season. we will evaluate their effectiveness before further implementation. Internet We will have a comprehensive website. local radio. television. mail-outs to all households within the immediate five mile radius. SECOND PHASE PROMOTIONS Advertising We will continue to place ads in the local social and health magazines year around. and mail-outs to all local business within a five-mile radius. We will also implement mutual perks with our business neighbours which will aid in local visibility. Alliances This type of advertising will be implemented once we have grown beyond our break-even point. Mail-outs will be done again within a five-mile radius once every year. .
Management will have four managers.MANAGEMENT SUMMARY Escape will be staffed according to department. The health department will have three part-time instructors working on rotating shifts. the spa with be staffed with a full-time beauty technician besides five masseurs. and ongoing development. . human resources. We will have a psychiatrist. publicity. each with specific areas of expertise: financials.
000 20.00.00.000 1.000 13.000 2.00 17.00.91.000 50.COST STRUCTURE: EXPENDITURE: EXPENSE HEAD Legal Rent Equipment Insurance Salaries Promotional activities Inventory Furniture Web design Security Deposit Other Expenses Hiring and training the employees TOTAL EXPENSES AMOUNT (in Rs.000(Per month) 2.000 CAPITAL INVESTMENT: .00.000 60.000 3.) 75.50.000(Per month) 4.000 1.000 2.60.
00.000(Per month) .000 18.000 3.00.00.000(Per month) 10.000(Per month) 50.000 MAINTANENCE COSTS: OFFICE EXPENSES OPERATING COSTS TOTAL 30000 30000 60000(Per month) EXPECTED REVENUES: From Services to Customers From product sales TOTAL 40.Capital(Cash) Liabilities (Loan) TOTAL 15.
00.SALES FORECAST: LIABILITIES: BANK LOAN INTEREST 3.000 45000(Per year) .
BREAK-EVEN ANALYSIS: LOCATION: Gandhi Layout: The area comprises of an intellect crowd from different backgrounds like Academicians. Iyer. Teachers Colony. A peaceful locality. Rose colony and New Gandhi Layout. I am lonely and depressed at home since my children are no longer at home. . I wish I can communicate and indulge in activities with other individuals my age. Builders.Mrs. Business. Lawyers. A Ring Road passes outside it which ensures great connectivity to the entire city.” . Medical Doctors. Media and Engineers. it borders areas like Jafar Nagar. VERBATIMS: “I have been married for 33 years.
in recent years. Initially. However.” .” – Mr. I am constantly under stress.“I ran a coaching centre (Success Point Coaching Centre). However. I am under immense stress and depression. “I am the CEO of a very successful IT company. I was very successful. Kumar. Ahmed. my students have not been clearing the CAT and as a result my institute has got a bad name. the intense working conditions are having a severe impact on my personal relations.Mr. . Due to the loss in students.
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