Jasmin Lacandalo, Laura Palomeras, Camilo Ruiz

Business plan structure proposal

1. Industry overview:

- Demand & supply

- Information on the current industry trends and the current state of the market
and how this will impact the hotel.

- This is needed as investors want to be sure we really understand the hotel

industry.

2. Executive Summary

- Mission Statement: Intro: a 1 line company description only the essence of the
hotel. It explains why we are in business or which huge need you are solving,
that currently is not being met.

- Objectives: What do we hope to accomplish? (occupancy, profit...)

3. Company Analysis

- Description of the business.

- More detailed information on the USPs (unique selling points) of the hotel
concept.

4. Customer Analysis

In-depth information on our target market, including geographic, demographic,

socio-economic, psycho-graphic, behavioral segmentation details. Which are
the types of guests who will mostly stay at the hotel? Explain how our hotel will
meet the needs of these main segments in terms of location, amenities and
services. Basically, how will consumers answer this question ‘Why my hotel?’

5. Competitive Analysis

- Benchmark

- A study of the local competition or global concept competitors, with each of

their strengths, weaknesses, occupancy rates and market share (SWOT
analysis). And don’t forget the most important part; what differentiates us from
them. What makes us stand-out?

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 Jasmin Lacandalo, Laura Palomeras, Camilo Ruiz

6. Strategic Plan

- Marketing: How exactly will we attract customers / guests? How will we

position ourselves? What will our message be to the different segments of our
business mix? How will our direct marketing work? What will is the plan for our
hotel website, SEO, SEM and SMM? Will we do offline promotion?

- Distribution: Which 3rd party channels will we use and how will we manage
availability? What technology will we need?

- Revenue Management: What pricing and yield techniques will we use? What
will our payment and cancellation policies be?

7. Operations Plan

How will we run the hotel? How much staff and supervisors will we need? What
are their job descriptions / responsibilities? What background and experience
should they have? When should they start? What are our service standards?
Will you develop manuals? Which supplier will we use? How will we manage
inventory?

8. Management Team

Include the bios of our team. Focus on what uniquely qualifies us to make your
hotel such a success.

9. Financial Plan

Provide the start-up costs of the hotel (capital investment), the ingoing business
costs, operational expenses and revenue projections for the next five years.
Include KPI like expected occupancy, ADR (average daily rate) and REVPAR
(revenue per available room).

If we are raising money, outline how much funding will be needed and when.
Explain how we will generate a return on investment for investors, or when
lenders will be paid back.

10. Key Milestones

These are the most important achievement which once they have been
completed, will make our hotel more likely to succeed. Think off:

1. Location selection 5. Opening

2. Permits & Licenses 6. GOP Break-even
3. Build-out / Hotel Construction 7. NOI Break-even
4. Staffing and Training 8. 10% Ebitda

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 Jasmin Lacandalo, Laura Palomeras, Camilo Ruiz

Each time one of the key milestones is achieved, the risk of lenders or investor
decreases. And once our last key milestone is reached, chance of success is
more or less guaranteed.

11. Appendix

Provide any other relevant information here. Don’t clutter the main sections of
our hotel business plan with too many details. Rather support them with
attachments in this part.