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“To exceed the standards of entertainment by providing thrilling water sports experience with a prime focus on customer safety.”
Making sensation the most popular beach sport resort for the people of Karachi.
• To increase sales volume with every passing year.
Keys to success:
Following are the keys to success:
Our major strength is that, that we are offering a service that is unique and being the leader we will be able to gain the target customers.
The location being far from the main city and having a peaceful environment can add up to the business success.
Membership is not necessary to utilize the services at Sensation.
The business opportunity:
Karachi is known all over Pakistan for its famous beaches. But its beaches have never provided more entertainment than camel rides, horse rides or eateries. Since these beaches remain underutilized and the city starves for entertainment, this comes as an opportunity for us to thrive as the pioneers in the water sports activity sector. Water sports such as the ones we are proposing to provide are only engaged in by people from a certain socio-economic class; the ones who can afford. This comes as the best time and place for us to launch an activity for the ones willing and able to spend.
The coming elections can be a threat to business. If the upcoming government is conservative there might be political pressure against the women going to the beaches for such activities. Moreover, the conservative political parties might also raise an issue against women wearing beach clothes.
Increase in monthly wages which implies improvement in living standards will be a benefit to the business. This will not only increase consumption by people but at the same time would make them have better life styles and be aware of such forms of entertainment.
• Religious opposition to women’s participation in beach sports.
Rapid emergence fitness centers shows the positive response from the people of Karachi who are much more aware and conscious about their lifestyles than they were before.
Moreover, safety is also an issue while trying the services being offered by us. For that purpose Sensation has assured high quality equipments along with trained personnel to reduce the risk of any mishap.
Communication with suppliers has become convenient and therefore it gives us an opportunity to have suppliers from abroad as well for equipments that are not available in the country.
Media exposure makes it easier to communicate with public and Sensation can easily promote the business through media activities and certain print advertisements.
Risk of endangering Sensation life. Polluting water through open beach activity.
Lack of environmental regulations has made it easier for the business to operate at Hawks Bay.
Extensive legal requirements in order to use the beach water. Sensation will require an N.O.C obtained from Karachi Port Trust in order to operate.
Sensation will be a partnership based business. Starting with such a business which has not been carried out before in the city would not be an easy task. Moreover, a lot of investment is required in order to operate as all the equipments are not easily available in Pakistan and are usually imported.
The business will be having 6 partners who will be investing equally and will be sharing same profit loss. The initial investment would be of 23576170 out of which 50% will be taken as loan and the remaining 50% would be from the equity of partners.
Business Location: Sensation will be at Hawks Bay beach which is 25 kilometers from the Karachi city. The main reason for choosing this beach as our location was that it is one of the most preferred beaches among the people living in Karachi. Following are the advantages of location: location:
• Accessible to public • Large area to carry out beach sport activities • Clean and calm water
Sensation is a recreations resort primarily offering surface water sports as its main attraction. A number of beach sport activities will be provided to the customers. Following is the division of the sports being provided. • In the water • Under water • On the water
In the water. water. Snorkeling- Snorkeling is the practice of swimming at the surface of a body of water while equipped with a diving mask, a shaped tube called a snorkel, and usually swim fins. In cooler mask, snorkel, fins. waters, a wetsuit may also be worn. Under water Scuba diving-Scuba diving is swimming underwater while using self-contained breathing diving-Scuba equipment. By carrying a source of compressed air, the scuba diver is able to stay underwater equipment. air, longer than with the simple breath-holding techniques used in Snorkeling and Free-diving. Free-diving. The scuba diver typically swims underwater by using fins attached to the feet. On the water Boating- Motor boating will be one of the most common activities. Moreover these boats will be used by other boating activities as well. Various types of sports will be offered as follows which will be using a boat
Banana boating-A banana boat (or water sled), often referred to simply as a banana, is an boating-A banana, unpowered recreational boat designed to be pulled by a larger boat. Riders sit astride a large
tube which is supported by two smaller tubes which provide balance and footrests, allowing them to experience some of the thrill of moving fast and close to the water much more easily and safely than by water-skiing or surfing and they are therefore a popular ride for children. children. Water skiing- Water skiing is a sport and recreational activity and is popular in many countries around the world where appropriate conditions exist. The person is to wear skis and is towed with a motor boat which makes the activity thrilling as the motor boat speeds. Parasailing- Its a recreational activity where a person (two or three people may also ride at the same time) is towed behind a vehicle (usually a boat) while attached to a parachute. The parachute. boat then drives off, carrying the parascender into the air. The parascender has little or no control over the parachute. Volleyball: For people who want to enjoy their time with all their friends and family can enjoy a game of volley ball to have fun and enjoyment.
All equipments will be provided by Navaid who is the distributor for other clubs in the city including Marina Club.
Beach volleyball and essential equipments will be purchased from Jinnah Sports, Light house Karachi.
Future products and services:
Being the first to initiate Beach Sports in Karachi will be a risky venture like any other business. However, once the target market is retained new water sports will be introduced like: like: • Starting of new sports like skurfing and wakeboarding if there is demand in the market. • If successful starting the same services on other beaches like Sand spit and Paradise point. • Introducing the beach party arrangement facilities.
The prices that are being charged for each water sport have been kept in alignment with the prices set by few of the competitors in Karachi who are offering certain water sports and by keeping in view the high costs for international standard equipments being bought in.
Water sports Water Scooters Parasailing Boating Banana Boating Scuba Diving Skiing Beach Volleyball Snorkeling Prices charged and the time period for each sport Rs.800 (half an hour) Rs.800 (15 minutes) Rs. 250 (20 minutes) Rs. 1000 (1hr) Rs. 1500 (45 minutes) Rs. 800 (25 minutes) Rs. 150 (2 hr) Rs. 200 (1 hr)
Market Segmentation: Our target market is the A1 socio economic class in Karachi includes both male and female (both genders were enthusiastic about trying water sports). Our basis for segmenting our market as the A1 socio class is their demographic and psychographic characteristic: income, lifestyle. Since Sensation provides beach sports which are considered to be a costly recreation both for us as well as for the customer, the A1 socio economic group is the one which can afford our services. Furthermore, females of this class are less conservative and are not hesitant to try such water sports. Market Need: Karachi is a recreation starved city with negligible leisure facilities that puts an extra burden on the mental and physical well being of its population. However, there is no dearth of serenity, natural beauty, bird watching and blind dolphins in and around Karachi. What takes is just an effort to explore it. The Karachi beaches have it all. all. From time to time, many people from Pakistan have been going abroad to enjoy beach sports. Hence we felt that there definitely is a need for beach sports and there are those who can afford it. Moreover, through our survey, we have realized that people here will be willing to try beach sports. Right now, few of the clubs are providing water sports, but this is limited only to members. We aim to fulfill the need for people who have not been able to avail these facilities because they are not members of such clubs.
Target Customer Segments: • Affluent people coming in with friends and families
• Students coming in with friends • Emigrants in the city who have been familiar with beach sports
Students: The youth of Karachi has been responsive towards the entertainment being offered in the city. The new clubs and cafes have been having a high footfall of students who are in groups of friends. Therefore, they will also find the beach sports being attractive as a new form of entertainment and a hang out place with friends. Expatriates: Tourism in Pakistan has been very slow due to the political instability and country conditions although there are foreigners living in Pakistan. These people usually prefer going to the beaches for sun bathing only as no other activity has been offered at the beaches previously.
Marina club was founded by DHA authority in 1975. This shows that boating has not been new to the people of Karachi although the beaches have never been utilized for beach sports. Thus, Sensation is bringing in a new way to enjoy the beaches. Competitive comparison: Karachi today has a number of clubs offering water sports in one form or the other. Additionally Emaar’s Beach Water Front is underdevelopment which can pose competition for the beach sports business. A brief analysis of each of these is given below:
Marina Club charges a onetime fee of 500,000 Rs/- and 2000/- monthly. The monthly charges vary pertaining to the parking area reserved for the boat(s). They also require
new members to be sponsored by old members. Moreover, the members may own their own boats, water scooters or parasails or rent them from the club. Other than this, the member is required to own property in Defence Housing Authority. Sailing Club The Sailing Club charges 220,000 Rs/- once and 645 Rs/- monthly. It has a number of facilities including a gym, swimming pool, snooker, a buffet dinner, tambola on Sundays, and so on. But when it comes to water sports or boating, they only have sailing. For this purpose they also give sailing courses to the members. Industry summary: Marina Club provide water sports facilities which are restricted to only their members. their However, other clubs have been in business since long. They have an established clientele because of their members. Moreover they have already made a mark for themselves in this industry. In this way they do pose a little competition for us. Other than this, new projects that are still under development, may well be competition for our beach sports business. Competitive advantage: Yes, a direct competition for Sensation does not exist, but we intend to penetrate into the market in a way which has not been done yet. Assessing Sensation in terms of competition, it will be a company unique because it aims to provide beach sports for common men as there is no membership required.
Furthermore, customers do not ned to hav their own equipments to enjoy the sports, because we will be providing customers with all this. In addition to this, the location of Sensation is going to be Hawks Bay where no other water sport business has yet been started and we will be the pioneers, whereas the above mentioned clubs are not located nearby Sensation, hence eliminating an immediate threat of competition.
Marketing Strategy: Promotion of businesses in Pakistan has been through television advertisements. These businesses market high and poor quality both sort of products and services. These forms have been usually used due to the lower level of understanding among the masses. Although Sensation will be catering to the upper class and therefore, the usual way of marketing will not be appropriate and hence, we will use personal contact and print advertisements will to attract the target. Pricing Strategy: The Sensation sports resort will be a complete experience for the customers. To provide this experience high quality products and trained personnel will be provided to the customers. Therefore being the market leader and providing quality services, leader pricing strategy will be used where the price of the services would be high. Promotion strategy:
The objective of the Promotion Strategy can have a wide range of objectives which is to create new product acceptance, creation of brand equity, positioning, and creation of a equity, positioning, corporate image. Sensation will be promoting itself primarily through print adverstisement as image. we are targeting an upper class of the city so it’s the most suitable promotional tool that we use to reach the targeted audience.
Sales Promotion: Sensation is planning to offer memberships in few years from now. This will allow members to enjoy more sports at lesser rates. Services at Sensation will be available to both members and non-members. These members would be required to pay the membership fee once and
then each year they would be paying Rs. 10000 as maintenance fee. Following will be the benefits to the members:
• Beach sports will be offered at 50% discount. • They will be able to book a boat for family or friends for a whole day at cheaper rates. • Separate locker rooms and changing rooms will be available to members.
They can bring in up to 3 guests who will be offered water sports at 75% discount.
Advance booking facilities will be provided to members. Public relation/ Publicity:
Sensation will be publicized for being the pioneers of Beach sports.
• The quality of services will be used to create the image.
• The friendly staff and customer services will retain customers
Partners: Sensation consist of 3 partners. Each partner will share equal responsibilities. Responsibilities of the partners:
Defining the vision and mission of Sensation
o Setting long-term goals and objectives
Investment of approximately 4.25M by each partner
o Publicity and Marketing o Good public relations (PR) to develop a strong image of our business Criteria for hiring: Sensation will prefer hiring people who are living in the nearby area of Hawks Bay. It is a benefit to the business as the population in the nearby areas is increasing and would be easier to employ people. General Manager: Sensation is planning to appoint one General Manager who will be the head of the staff and will act as a supervisor. He will make sure that all the rules and regulation made by the partners of Sensation are properly being followed.
Responsibilities of a General Manager:
o Hiring rest of the staff o Workers compensation and pay o Understanding of financial situation of a company. o Account receivable and payables, payroll, financial report and Cash flows. o Also responsible for customer services.
Equipment Manager: One equipment manager will be hired who will be responsible for the management of the equipments. Responsibilities of an Equipment Manager: o Ordering the equipments o Getting the equipments repaired o Tickets handling
Equipment handler: Equipment handler will be responsible to inform the equipment manager about the amount of equipments that need to be ordered. Moreover, he will also be responsible for the replacement of sports equipment in case they stop working at the time of use or any damage takes place.
Duties of a Lifeguard:
Informing the customers approximately ½ hour before the end of days
o Ensure that every customer should have a ticket for every service he/she uses o Wear life jackets at all times o Informing the equipment handler for the replacement of an equipment in case any damage takes place o Make sure the safety equipments are in its correct place
Boat Operator: Five boat operators will be appointed including one parasailing boat operator, one banana boat operator and 3 motor boat operators. Duties of a Boat Operator: o Capable of operating motor boats o Maintain boats and equipment on board, such as engines and life preservers
Scuba Divers: Skills and responsibilities required for a scuba diver:
o Capable of making deep dives Have all the knowledge about diving equipments o Able to manage risk and efficiently handle in-water problems and emergencies including surface and under water rescues o Capable of assisting the customer in checking all customer gear to ensure it is sufficient and in proper working order Parasailing Trainers: They will assist the customer with getting hold of the parachute properly. Moreover, he will also be responsible to inform the equipment handler for the replacement of the parasailing equipment in case of any damage. damage. Scooter Assistants: These assistants will be there to assist the customers during the ride whereas; if any customer is willing to ride on their own the trainer will allow the customer to enjoy the sport.
Following advantages allow carrying out beach sports by Sensation: • The beach water is clean and calmer than other beaches. • Being open to public it can be used for commercial activities. • It has sufficient area to play the water sports. • Due to increasing population in nearby areas there is more security.
Working days: Sensation will be open 7 days a week from 10am-6pm. Sundays will be particularly for families so that they can enjoy freely and at the same time children can enjoy their sports.
Quality: To assure customer safety and quality services following measures will be taken: • Trainers will be provided for each water sport. • Life guards will be on the beach during the business work hours. • To ensure full safety of our customers, doctor will be available.
• The general manager will be on location during the business hours to assure that the employees are working accordingly. • The partners will also keep a check on the day to day operations of the business. • To provide an experience to the customers the manager will ensure that the staff is friendly and would give them a brief training before they get onto their work. • In order to preserve the environment and ensuring beach cleanliness, the janitor will be working during the business hours.
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