Business Plan
Table of Contents
Executive Summary
3
General Company Description
4
Product & Services
6
SWOT Analysis - Restaurant
17
SWOT ANALYSIS - Massage
18
RISK Analysis
19
competitors
20
marketing program
21
business model
22
Sales strategy
24
General strategy
25
business excellence model
26
brand strategy
27
Strategic initiatives
28
Appendix
29
Executive Summary
Massage :
As per our study Mount View California has Good per capita income
& is definitely rich market segment to focus on .
·
Not many competitors
offering the bouquet of Massages & Spa services. None of them are in
accident or health related massages.
·
Not many sell Spa
related products sold in California. People use online tool to order spa
related products.
·
Membership cards
will sell like hot cake & emphasis should be on selling membership cards.
·
Revenue expected in
year 1 is 652173$ with 3% growth YOY.
·
Profit Margin is
10-15% which is 65217$ to97826$/annum. Monthly it comes to 5000$ to 8152$
·
Restaurants:
·
20 Restaurants in
Mountain View area.
·
Not many offering
Authentic food because large base is American followed by Asian.
·
Pricing Of other
restaurant in the area is low hence there is scope of improvement in pricing.
·
Good per capita
income of residents. Mountain View has rich community therefore focus on
excellence & technology is must.
·
Revenue Expected in
year 1 is 1430070$ with 5% growth YOY.
·
Profit Margin is 6%
which is 8,000$/month.
Synopsis
“Since we are catering
to rich & upper middle class, Quality & excellence will be key drivers.
New Spa concept should be key focus Area. The detailed new spa concept is
mentioned in Product segment“
Restaurants &
Massage cater to different segments hence should be launched under different
brands. They should not be under one umbrella brand. Restaurant is mass
product, Massage is specialized product caters to rich middle class.
General Company Description
The Company
plans to invest in the personal rejuvenation called spa treatment and focusing
on Consumer Wellness. Healthy People Healthy Mind Healthy Country !
Mission : Our goal entails building enduring &
rewarding experience for consumers & community by providing best of
services in health domain through knowledge wellness & superior service .
To become the most preferable brand in beauty, comfort & knowledge using
personalized attention & well trained staff.
Company Goal &
Objectives :
Company Goal is to become number 1 preference in wellness which
includes Health & Spa domain by offering best services through innovation,
quality & leadership. Objective will be achieved by creating 100 million
happy satisfactory consumers by end of
2017. Our consumers will be our brand advocates.
We plan to achieve the objective by concentrating on 3 points
I.
Advertising
II.
Training
III.
Technology
Advertising –
Target Customer : Our target customer is
1. Youth /Female
2. Patients with backache
3. Travelers/holidaying couple
4. Corporate
We have separate plan to
target each segment that we have detailed out in Marketing Plan &
Operational Plan.
Advertising :
1.
Above The Line :
a.
Tv
b.
Radio
c.
Print Media
2.
Below The Line
a.
SMS
b.
USSD
c.
Mobile In app
d.
Mobile Advertisement
3.
Social Media Marketing
a.
Facebook
b.
Twitter
c.
Google+
d.
Instagram
e.
Google Ad word- SEO
Marketing
f.
LinkedIn
g.
Whatsapp
h.
Tumblr
i.
PinBoard
j.
Blogs
Training :-
We plan to train our
staff with our in house training expertise focusing on
Hotel Restaurant
·
Customer Empathy
·
Guest
Satisfaction
·
Handle
the guest professionally
·
Restaurant
Etiquettes
·
Taking
Bookings
·
Greeting
& Seating Direction
·
Serving
Of Food
·
Clearing
during service
·
Billing
-Dealing with Payments
Clearing following
service
Massage
Professional
- · USDE, COMTA,NACCAS,ACCSCT or ABHES credited training program
- · Educating staff to understand customers about their needs & the reason of visiting spa/salon & suggest or plan wellness program accordingly
- · Teaching Anatomy & Physiology
- · 100+ hours of hands on training
- · Learning Business Tools
- · Professional Ethics
- · Basic First Aid
- · Equipment Training
- · Health focused guest experiences
- · Preparing the customized program for High Network Individuals “ Wellness On the Go”
- · Personalized Spa Menu
Technology
- · Using Technological Tools to get maximum leads which can be converted to sales
- · Using Technology maintain database of customer & offer discounts & services
- · Launch applications which can be used for massage appointment.
- · Using Technology capture the customer feedback & ensure best quality service maximizing customer satisfaction
Why SPA/Salon Services
The core objective of massage is stress reduction & get
into mind body connection. Key components of massage is breath work, guided
visualization, the body scan ( where attendant is brought to every part of body
& the move of therapist hands)
Spa & Salon Services are being used by rich middle class
because People are health conscious & want to remain happy. They lead a
stressful life & want to get rid of disease called “stress”. People are
enrolling for program which can be done
from anywhere & there is new term in the industry called “ Mindfulness “.
Going forward we are going to understand what is Mindfulness & why its
important.
What is Mindfulness
Mindfulness can be defined as using the brain or relaxing brain in such a manner that the body’s stress response is activated less frequently. It involved mental exercise which requires voluntary attention & bodily awareness as well as particular manner of observation. The exercise which are defined under mindfulness are brain relaxing exercises & they physically restructure the brain in subtle ways which result in profound improvement in health & quality of Life.
Why People are enrolling
for Mindfulness
Practicing mindfulness is
quickly becoming one of the healthiest & happiest ways to live. By reliving the frequency &
effects of stress mindfulness reduces the risk of developing the disease which
account for vast majority of medical mortality. It also has ways of cultivating
appreciation of life. People are healthy & contribute more to healthy life.
It also has ways of cultivating appreciation for life & practitioners are
naturally happy as compared to the people who doesn’t practice Mindfulness.
Beyond the health & psychological benefits mindfulness is a tool to
breakfree from bad habits & forming good habits which can be termed as
developing invaluable asset. We all have certain lifestyle. Any change in the
lifestyle requires lot of inner motivation & its not easy to change a
lifestyle which we have been leading for ages. Therefore we can say that its
not easy to adopt mindfulness as our body is adopted to certain kind of
lifestyle & mindfulness requires change of lifestyle. There is saying old
habits never die. Its incredibly easy to fall back into old habits when trying
to change someone lifestyle. With the technique call Mindfulness these habits
can be further broken down at the deepest level. This technique slowly &
steadily helps improving the habits which hampers your daily regime into new
habits which releases stress & makes you more relax & you lead a
relaxed happy life ! If you are happy then you find happiness everywhere !
That’s the motive of the technique “Mindfulness” - Spreading Happiness.
Why Stress Is Bad
Let’s first understand why
we feel stressed. The body has 2 “autonomic” or “involuntary “part to its
nervous system. One is called the sympathetic nervous system (SNS) which is
responsible for the fight or flight
reaction. The other is parasympathetic nervous system which promotes rest &
digest physiology. There are 2 general hormones in the body. Anabolic hormones
are growth promoting. They encourage body to use energy to construct molecules
for restoring & rebuilding the body. Catabolic hormones inhibit growth.
They encourage body to break down molecules & release energy for use in
their processes. Psychological & physical stress activates the SNS. Chronic
or frequent SNS activity causes the ratio of anabolic & catabolic hormones
to decrease anabolic hormones. This shift in hormones basically changes the
physical structure of DNA. In the body such that lifespan of each individual
cell becomes shorter. This lead to whole host of health problems- Clogged
arteries, health attacks, calcifies heart valves, insulin resistance, diabetes,
obesity & cancer to name few.
How do we Release Stress
The stress arises from the physical & mental condition
that surround us & within us. The philosophy of mindfulness explains that
stress arises from physical & mental condition & to release stress we
must exercise or spend time with ourselves. There are many ways to release
stress. One of the most preferred ways is to use Spa services. There are New entrants
in the area of wellness & which helps to release stress are
·
Forest Therapy
·
Medical Marijuna
·
Canabis + Spa Treatment
·
Ganja Yoga
·
Rasul Rooms & Mud rising
·
Sand Baths
·
The Gritty Spa
Forest Therapy : Forest Therapy can be described
as “Walk In The Woods”. Forest Therapy is famous in Japan, Finland & Korea.
Now it is slowing taking pace & is becoming popular in United States. It is
like coming to the nature & taking walk in the nature. Forest therapy can
be used as medicine for mind & body offering stress reducing, immune boosting
benefits that you simply cannot get anywhere. It is giving framework for
experiencing the forest in a new way. With meditation the mind becomes stress
free.
For stressed-out workers,
this may someday be a doctor’s prescription: Walk around in the woods.
Scientists in Japan have
been learning a lot in recent years about the relaxing effects of forests and
trees on mental and physical health. Based on their findings, some local
governments are promoting “forest therapy.”
Experience shows that the
scents of trees, the sounds of brooks and the feel of sunshine through forest
leaves can have a calming effect, and the conventional wisdom is right, said
Yoshifumi Miyazaki, director of the Center for Environment Health and Field
Sciences at Chiba University.
Japan’s leading scholar
on forest medicine has been conducting physiological experiments to examine
whether forests can make people feel at ease.
One study he conducted on
260 people at 24 sites in 2005 and 2006 found that the average concentration of
salivary cortisol, a stress hormone, in people who gazed on forest scenery for
20 minutes was 13.4 percent lower than that of people in urban settings,
Miyazaki said.
This means that forests
can lower stress and make people feel at ease, he said, noting that findings in
other physiological experiments, including fluctuations in heart beats and
blood pressure, support this conclusion.
“Humans had lived in
nature for 5 million years. We were made to fit a natural environment. So we
feel stress in an urban area,” Miyazaki said. “When we are exposed to nature,
our bodies go back to how they should be.”
Taking a walk in a
forest, or “forest bathing” as it is sometimes called, can strengthen the
immune system, according to Li Qing, a senior assistant professor of forest
medicine at Nippon Medical School in Tokyo.
Li conducted experiments
to see whether spending time in a forest increases the activity of people’s
natural killer (NK) cells, a component of the immune system that fights cancer.
Therefore we conclude
that Forest Therapy is one of the best ways to reduce stress & lead a happy
& healthy life !
Medical Marijuna
Medical cannabis, or medical marijuana can
refer to the use of cannabis
and its cannabinoids to treat disease
or improve symptoms; however, there is no single agreed upon definition. The
use of cannabis as a medicine has not been rigorously scientifically tested,
often due to production restrictions and other governmental regulations. There
is limited evidence suggesting cannabis can be used to reduce nausea and vomiting
during chemotherapy, to improve
appetite in people with HIV/AIDS,
and to treat chronic pain and muscle spasms.
Its use for other medical applications, however, is insufficient for
conclusions about safety or efficacy.
Short-term use increases
the risk of both minor and major adverse effects. Common side effects include
dizziness, feeling tired, vomiting, and hallucinations. Long-term effects of cannabis
are not clear. Concerns include memory and cognition problems,
risk of addiction, schizophrenia
in young people, and the risk of children taking it by accident.
The Cannabis plant
has a history of medicinal use dating back thousands of years across many
cultures. Its current use is controversial. The American Medical Association,
the Minnesota Medical Association,
the American Society of Addiction
Medicine, and other medical organizations have issued
statements opposing its use for medicinal purposes. The American Academy of Pediatrics
states that while cannabinoids may have potential as therapy for a number of
medical conditions, they do not recommend it until more research is done. They,
along with the American Medical Association and the Minnesota Medical
Association, call for moving cannabis out of DEA Schedule I
to facilitate this research.
Medical cannabis can be
administered using a variety of methods, including liquid tinctures,
vaporizing
or smoking dried buds, eating cannabis edibles,
taking capsules, using lozenges, dermal patches
or oral/dermal sprays. Synthetic cannabinoids are available as prescription
drugs in some countries; examples include: dronabinol
and nabilone. Recreational use
of cannabis is illegal in most parts of the world, but the medical use of
cannabis is legal in certain countries, including Austria, Canada, Czech
Republic, Finland, Germany, Israel, Italy, the Netherlands (where it is also legal recreationally),
Portugal and Spain. Australia is currently in the process of passing a law
which would allow the use of marijuana for medical and scientific purposes. In
the United States, federal law outlaws all cannabis use, while 25 states and
the District of Columbia no longer prosecute
individuals for the possession or sale of medical marijuana, as long as the
individuals are in compliance with the state's medical marijuana sale
regulations. However, an appeals court ruled in January 2014 that a 2007 Ninth Circuit
ruling remains binding in relation to the ongoing illegality, in federal
legislative terms, of Californian cannabis dispensaries,
reaffirming the impact of the federal Controlled Substances Act.
Canabis + Spa Treatment
Here’s nothing like a day
at the spa. There are only a few things that can beat a 90-minute massage. That
is, of course, unless that massage is kneaded in using cannabis-infused
lotions.
With the legalization of
recreational marijuana use in Colorado, many industries have capitalized on the
evolving needs of consumers in the state. Steve Weiner, co-owner of Colorado’s
Restoration Wellness Center & Spa conducted an interview with Spa Weekly
regarding their use of marijuana topicals in massage treatments.
The use of topical
cannabis products is a recent addition to their list of services, which include
traditional facials and sauna wraps, as well as specialty treatments such as
laser teeth whitening, chemical peels and botox.
“A lot of those topical
medications might be used for fibromyalgia and cancer patients,” Weiner said.
“Being in Colorado, we realized the need.”
While he notes
Restorations is not a dispensary, it does offer time with a doctor that
performs evaluations to determine whether a patient qualifies for medical
marijuana. If a patient is approved, they may purchase infused-topicals from
the spa or bring in their own products to include in a massage with one of
Restorations therapists. There is also a dispensary that is unaffiliated with
Restorations that is conveniently located on the first floor of the building.
Incorporating cannabis
into massages is just one of many ways the spa industry benefits from the
legalization of marijuana. Another Colorado-based company, Mary Jane’s
Medicinals, makes a cannabis tea bath ball that users can purchase at
dispensaries and bring home for a do-it-yourself marijuana spa experience.
The Heavenly-Hash Bath is
presented in a large cheesecloth ball which contains lavender, chamomile,
peppermint, grape seed oil, dead sea salt, Epsom salts and cannabis leaves to
create a sense of calm and alleviate any anxiety or stress.
Interested in recreating a
cannabis spa treatment at home? Try one of these recipes that incorporates
cannabis oil that can be purchased at a dispensary or made at home using a
recipe like the one found here.
There is some debate on
whether oil applied topically can reach the central nervous system and
therefore cause psychoactive effects. To avoid this possibility, try hemp oil.
These baths can be taken at home as well. Showcasing how it can be taken at
home which can be taught to consumers.
Cannabis Bath Soak
Ingredients
2 cup Epsom salts
5 tablespoons cannabis oil
10 drops tea tree essential oil
10 drops peppermint, eucalyptus or lavender essential oil
1 large cheesecloth
1 rubber band
Directions
Step 1: If cannabis oil is hardened, warm on low heat over
the stove until melted. Allow the oil to cool slightly without re-solidifying.
Step 2: In a large bowl
add Epsom salts, tea tree oil and chosen essential oil and mix well with a
large wooden spoon. Once thoroughly mixed, fold in the cannabis oil and mix
again.
Step 3: Open the
cheesecloth on a counter, so it is laying flat. Carefully spoon the mixture
into the cheesecloth. The mixture may leak slightly through the cloth. Pull the
edges into the center and bind with the rubber band.
Step 4: Run a warm bath
and place the ball in the water. Soak in the bath for at least 20 minutes. For
an extra effect gently rub the ball on your skin in a circular motion, moving
from the extremities toward the heart to exfoliate the skin and help the
mixture penetrate deeper.
Bonus: You may cut this
recipe in half to create a relaxing foot soak. Just use a wide bowl and pour
the mixture directly into it. Rub your feet gently around on the mixture to
exfoliate and help the oils penetrate your skin.
Cannabis-Infused Facial
While many dermatologists
will gasp at the idea of using cannabis to improve the appearance of our skin,
cannabis is known to reduce inflammation and some researchers have reported
that THC may help protect against dermatitis.
Cinnamon and nutmeg are
known for their anti-inflammatory qualities which may boost the effectiveness
of the anti-inflammatory properties of cannabis oil. The slight grainy quality of
this mixture will also exfoliate the skin.
Ingredients
1 tablespoon of coconut oil
½ tablespoon of cannabis oil
1 teaspoon of cinnamon
1 teaspoon of nutmeg
Directions
Step 1: Mix all the
ingredients in a small bowl.
Step 2: Rub gently on the
face in a circular motion (it smells amazing).
Step 3: Run a clean
washcloth under warm water and wring out, apply it to the face to act as a mini
steam.
Step 4: Leave the mixture
on the skin for up to 30 minutes, applying a warm washcloth to the face as
wanted.
Step 5: Re-wet the
washcloth and rinse the face, rubbing the washcloth in very gentle circular
motions.
Bonus: Use any remaining
mixture on your hands by gently rubbing them together as if you were washing
them. Continue for up to five minutes and then rinse.
Ganja
Yoga : Ganja Yoga for relaxation,
pain-relief, well-being, community, and the cultivation of inner peace. I am a
certified hatha yoga teacher with twenty years of practice. Since 2009,
I've taught thousands of people in The SF Bay Area, as well as Portland, Toronto,
Vancouver,LA,SanDiego,andCostaRica.
Less physically-intense than most yoga, Ganja Yoga is high-quality instruction,
based on mindfulness and good alignment for injury-prevention, designed for any
body. I love working with beginners, as this form of yoga is especially inward
and non- competitive. I love helping people feel comfortable as they explore
the internal practice of yoga. Our community is incredible!
Rasul Rooms & Mud rising
A trained rasulr_spatherapist will advise guests which
therapeutic products (mud, medicinal earth etc.) to use for the body mask which
will be applied during this heat treatment. Guest will normally enter the
Serial from an ante-Chamber. On entering the preheated air is dry. After the
application and drying of the muds, steam and herbal essence are injected into
the chamber and the temperature will rise to around 45ºC. The mask will become
supple again.
Guests, with circular movements, will massage their body and
gently begin to perspire as the steam increases. This phase facilitates the
exfoliation of the dead skin cells and elimination of toxins stored in the
body. After the programmed time the herbal steam will be cleared in seconds and
guests can shower before their resting time. Also included in the mud Chamber
are 6 individual Body Jets and a Kneip hose, all located in each personal
heated alcove
Sand Massage
Sand
massage had been designed from customers specific needs in mind. The blending
of Thai, Swedish, and Hawaiian techniques are applied in the massage to let go
of the stress, stimulates blood circulation, and improve energy flow. It is a
work of art to balance your senses with a medium to strong massage.
The Gritty Spa
The gritty spa is day time spa
given in a sprcial tub made up of sandpaper.
The Gritty Spa is an Excellent therapy for relaxing body.
Products & Services
New Salon Services
- · Personalised Spa Menus
- · Wake up light Therapy
- · Air Purification
- · Aromatherapy
- · Vit C enfused showers
Most Popular Massages in United States
· Swedish Massage Therapy
- This is also known as Swedish
Massage or simply massage therapy.
o
Use massage
lotion or oil
o
Use long
smooth strokes, kneading, and circular movements on superficial layers of
muscle
o
Very
relaxing & one of the most opted massage in United States
·
Aromatherapy Massage – This massage
is used for relaxing, energizing, stress-reducing, balancing life.
o
Specialized
oils called Essential Oil are used in massages.
o
This
massage is particularly suited to stress-related conditions or conditions with
an emotional component
o
Stress and
stress-related conditions such as insomnia
o
Headache
o
Digestive disorders
o
Premenstrual
syndrome (PMS)
o
Back pain
· Hot Stone Massage –This massage is used for body pain, to warm and
loosen tight muscles and with use of stone ,balance energy centers in the body.
o
Heated
smooth stones are placed on certain parts of body
o
In this
massage therapist holds stone & apply gentle pressure with them.
o
This
massage is preferably given to people who have muscle ache
o
Provides
relief from pain associated with fibromyalgia, arthritis, carpal tunnel
syndrome and other chronic conditions
o
Decreases
pain and muscle spasms
o
Reduces
chronic stress and tension
o
Increases
flexibility in joints, aiding in easier mobility and movement
o
Relieves
pain and tension created by strained and contracted muscle
·
Deep Tissue Massage
o
This
massage is used as cure for chronically tight or painful muscles, repetitive
strain postural problems or recovery from injury.
o
This
massage is used for massaging deep layers of muscle & connective tissue.
o
The
technique to do this massage involves slower strokes or friction techniques
across the grain of the muscle.
o
People
often feel sore for one or two days after deep tissue massage.
·
Shiatsu
o
This
massage is used for relaxing the body & mind. A kind of stress reliving
massage
o
This
massage is form of Japanese bodywork. It uses fingers in rhythmic sequence on
acupuncture meridians.
o
The massage
is used on points on body for releasing stress.
o
Restore and
maintain the body’s energy, especially helpful to those suffering from fatigue
and overall weakness
o
Improves
circulation
o
Reduces
stress and tension as well as anxiety and depression
o
Relief from
headaches
o
Promotes
healing from sprains and similar injuries
o
Helps bring
relief to arthritis sufferers
o
Reduces
problems with stiff neck and shoulders as well as backaches (including
sciatica)
o
Coughs,
colds, and other sinus and respiratory problems
o
Helps those
dealing with insomnia
o
Aids in
treatment of such various things as digestive disorders, bowel trouble, morning
sickness, and menstrual problems
·
Thai Massage
o
Thai
massage is like doing yoga. This massage is used as an cure for stress reliving
& helps in making body more flexible. A good massage after hitting the gym.
o
o
This
massage aligns the body energy using gentle pressure on specific points.
o
This
massage is done with compressions & stretches.
o
Help
detoxification of the body and boost immune system
o
Increase blood circulation, lower blood
pressure
o
Good for muscle relaxation, increase
flexibility in your muscles, increase mobility
o
Improve breathing
o
Improves posture, balance, corrects body
alignments and dissolves energy blockages
o
Improves athletic performance
o
Help arthritis and back pain,
o
Help tone the body, strengthen joints and
fight diseases, including chronic joint problems
o
Prevents illnesses and alleviates degenerative
diseases
o
Slows the aging process
o
Improve
your outlook towards life; builds an emotional balance
o
Help with concentration and creativity/ Mind
and body concentration
o
Clear and calm your mind
o
Help you gain mental clarity
o
Reduce and
relieve stress and anxiety
o
Help people boost their inner energy levels
o
Develop discipline and self-control
o
Achieve better health, increases health and
vitality.
o
Raise the energy level and stamina
o
Build internal power (and creates a natural
confidence)
·
Pregnancy Massage
o
This
massage is also called prenatal massage. This massage is very popular among the
expectant mothers.
o
Pregnancy
massage is used to reduce stress, decrease swelling, relieve aches and pains,
and reduce anxiety and depression
o
This
massage can be customized to individual needs.
o
Therapists
know the proper position & support the women’s body during massage.
o
Headaches
can be relieved by massage focusing on the head, neck and shoulders. In
addition, maintaining optimal levels of stress relief through massage reduces
the chances of migraines or tension headaches by relaxing trigger points and
muscle spasms.
o
Muscle
tension created by carrying the extra weight of a baby can be relieved by
encouraging blood flow to the afflicted areas. This provides more nutrient-rich
oxygen and also increases the flow of lymphatic fluid, which sweeps away toxins
and metabolic waste.
o
Fatigue,
backaches, leg cramps and swelling/edema can all be relieved through various
types of massage for pregnant women.
o
The
ordinary aches and pains of pregnancy are countered by the release of
serotonin, your body's natural anti-pain chemical, which is stimulated by
massage
·
Reflexology
o
Reflexology
is also called foot massage but it’s more than foot massage.
o
This
massage is done by applying pressure to certain points on the foot that
corresponds to organs & systems in the body.
o
This
massage is very relaxing & is useful for the people who stands on their
feet the whole day. E,g sales guy.
·
Back Massage
Back
massage is done to reduce body pain.
o
This
massage is usually for 30 minutes & is focus area as massage say “ Back
portion of the body”
S.No.
|
Name Of the Massage
|
Duration
|
Target Customer
|
Expected No’s
|
Cost
|
Revenue
|
Swedish Massage
|
30 minutes to 60 minutes
|
All group except patients.
General massage
|
657
|
$45/30 min
$85/60 min
$400 series of 6
|
17,739$
22,338$
|
|
2.
|
Aromatherapy Massage
|
30 minutes 90 minutes
|
Patients having
constipation/Cancer
|
55
|
$45/30 min
$69/90 min
$450 series of 6
|
1485 $
1518$
|
3.
|
Hot Stone Massage
|
90 min
|
Patients having arthritis
|
55
|
120$/90min
$750 series of 6
|
6600$
|
4.
|
Deep Tissue Massage
|
80 min
|
Serves Athletes &patients
with chronic pain
|
11
|
110$/80min
Series of 6 550$
|
1210$
|
5.
|
Shiatsu
|
30 minutes to 90 minutes
|
Patients with Headache
& muscle sprain
|
75
|
40$/30min
100$/90min
Series of 6 500$
|
1800$
3000$
|
6.
|
Thai Massage
|
60 minutes
|
General
|
110
|
$35/60min
Series of 6 180$
|
3500$
|
7.
|
Pregnancy Massage
|
90 minutes
|
Expectant Mothers
|
55
|
150$ for 90 min
Series of 6 720$
|
8250$
|
8.
|
Reflexology
|
30 minutes to 60 minutes
|
People who stands on feet
whole day
|
51
|
$30 for 30 minutes
55$ for 90 minutes
|
612$
1650$
|
9.
|
Back Massage
|
60 minutes
|
General
|
25
|
$60 for 60 minutes
|
1440$
|
|
|
|
|
|
|
|
|
Revenue
Synopsis
Revenue from
Individual Massages/annum
|
71189$
|
Revenue from Membership ( Combo Pack of six massages)/annum
|
580984$
|
Total Revenue/annum
|
652173$
|
Some
Facts
1.
There are
22,346 spa’s in United States
2.
3
visit/spa/day in United States
3.
Total
Revenue/Spa/day is 1786$
4.
Total
revenue/spa/day/customer is 595$
5.
Average
spent by consumers on massages is 595$.
Mountain
View California Stats
6.
There are 9
massage/Spa parlor in Mountain View California.
7.
The total
population of mountain View is 77,846
8.
Resident in
California consists of
a.
White –
44.8%
b.
Asian – 28%
c.
Hispanic
- 21%
9.
The Average
Income/annum is
a.
White -100k
$
b.
Asian - 150
k $
Stats
This clearly shows market to focus in coming years
is United States, Japan, Canada, France & United Kingdom
This clearly shows market to focus in coming years
is United States, Japan, Canada, France & United Kingdom
The
above chart says that primary reason for going to Spa is to relax & reduce
stress hence all communication to consumers should focus on reducing stress & educating about Wellness.
The
pricing of launching Spa services should be within the spent shown in the table
above. For United States its 457$/user so pricing of spa & saloon services
should be within 457$/user.
Everyone
likes to look beautiful. Launch spa products & pricing of spa products in
us should be 80$.
Stats
on American Population
Total
Population
|
White
|
Black
|
Mixed
|
Asian
|
Either American
Indian or Alaska Native
|
Either Native
Hawaiian or Other Pacific Islander
|
223553265
|
38929319
|
28116441
|
14674252
|
2932248
|
540013
|
|
%age
|
(72.41%)
|
(12.61%)
|
(9.11%)
|
(4.75%)
|
(0.95%)
|
(0.17%)
|
SWOT Analysis -
Massage
Risk Analysis
Competitors
S.No.
|
Name Of Spa
|
Specialisation
|
Price
|
||||||
1
|
Aruna Spa
|
Massage, Waxing
|
75$/40 min
110$/60 min
135/80 min
190/2hrs
Series of 3 -375$ /80 min
|
||||||
2.
|
Mind Of Beauty Day Spa
|
Massage, Waxing, Facial
|
$85 for 30 minutes
$125 for 60 minutes |
||||||
3.
|
Jolie Madame Pro Nails
|
$85 for 30 minutes
$125 for 60 minutes |
|||||||
4.
|
Restore Body & Mind
|
Massage,
|
Series of 3 -375$ /80 min
|
For more spa please refer to https://www.google.com/#q=239%20Palmer%20Ave%2C%20Mountain%20View%2C%20CA%2094043%20spa%20%26%20massage&rflfq=1&rlha=0&rllag=37398910,-122102615,714&tbm=lcl&tbs=lf:1,lf_ui:2&rlfi=hd:;si:
Global
Competitors:
MII Amo – A destination spa
One Wellness & Spa
Mirawal
Barefoot Spa’s
Exhale mind Body Spa
Marketing Program
1.
Advertisement
in Local News Paper
2.
Advertisement
on Radio
a.
Massage
/Salon taking customer advocates for spa.
3.
Focus on
Paid Search which brings (70% of consumers)
a.
Focus on
Keywords
b.
Focus on
Key tag on websites
4.
In app
advertisement
5.
Connect
emotionally with consumers by tying up with charitable trust & launching “Wellness
With A Cause” program
6.
Online
subscription ( Discount on booking online & subscribing to newsletter)
a.
Discount on
Subscribing to youtube videos & free videos on how to prepare spa bathing
at home
b.
Installing
app free with Spa card.
c.
Get
Discount on booking via application.
d.
Like on
Face book, Follow on twitter & subscribe to Spa videos & get money back
on basis of points.
7.
Email
Marketing – Discount on responding via E mail promotion
8.
Offer
Maximum discount to SuperFans online ! Super Fans are the ones who advocates
brand online.
9.
Follow the
Community Program
a.
Where one
gets discount on bringing neighbor or referring friend
b.
Gets
discount on referring colleague
c.
Bring
Family & get discount for 1 person. Bring 4 & get 10% discount.
10.
Focus on
70% of Social Media Tools which consist of
a.
Facebook
b.
Youtube
c.
Twitter
d.
Instagram
The objective of Social Media Marketing is
Engagement. More Engagement – better Brand Visibility - Good Brand Score
11.
Health
Focused Guest Programs
12.
Wellness On
the Go. – A digital diary which calculates calories & inform what to eat .
13.
Tie up with
Wellness branded hotels like Intercontinental group of Hotels, Kempton Hotels,
Starwoods Eco chic Element hotels, Hilton worldwide
14.
Tie up with
leading hotels with concept called “ Wellness Check in “ which includes
discounted massages/Spa , Salon Services
15.
Freebies :
Free Fitness gear , MP3 players & cruiser bike- a new healthy lifestyle
cuisine plus.
a.
Free Videos
of Well & Being program directed by Dr. Tierona Low Dog
16.
Gift
Package for birthdays, marriage & Anniversary !
Business
Model
Sales Strategy
Business
Excellence Model
Brand Strategy
Strategic
Initiatives
This pic says
1. Focus on Learning & growth
2. Build the franchise network. Grow your spa network
3. Remember Customer value as at the end of the day it’s
the customer who can take your brand to next level
4. Reduce cost. Improve cost structure
5. All the above activities will lead to profit margin
which will further result into improved shareholder value.
Food
Menu For Restaurant “Ghugni”
Important
point
·
White people check whether
other white people are having food in the restaurant. If they find other white
people sitting in restaurant then they also go. Its like follow the crowd or
going along with the crowd irrespective of food menu.
Food Menu consist of following ingredients
- · Antioxidants
- · Farmers Market – Authentic Food
- · Organic Food
Food Name
|
% of people eating
|
Spaghetti
|
15%
|
Salad
|
5%
|
Tacos
|
5%
|
Chinese
|
5%
|
Chocolate
|
10%
|
Sushi
|
2%
|
Ice Cream
|
2%
|
Burgers
|
1%
|
SeaFood
|
5%
|
Italian
|
1%
|
Pasta
|
5%
|
Mexican
|
5%
|
Chicken
|
15%
|
Steak
|
5%
|
Pizza
|
19%
|
Top
10 Restaurants
1. Cosme - NY – Mexican Food
2. Farmtable –Petersburg –
American Food
3. Giada – Las Vegas -
Italian
4. The Grey – GA -
American
5. Liquid Boston House –
Boston-American
6. Maude – Beverly Hills
CA - American
7. Momotoaro – Chicago –
Japanese Food
8. Monsieur Benjamin -
French
9. Pax Americana - America
10. L’Espalier – Boston -
French
Total
Population
|
Below Poverty
Line
|
Middle Class
|
Rich Class
|
308745538
|
46311830.7
(15%)
|
246996430.4
(80%)
|
15437276.9
(5%)
|
Spent on
Restaurant Food & drinks
|
0
|
21$/day
|
25$/day
|
Total
revenue/day ($)
|
2593462519
(50% of middle
class*21$)
|
308745.54
(50% of high
class*25$)
|
|
Total
Restaurant (No’s)
|
662036.55
|
||
Revenue/Restaurant/day($)
|
3918
|
||
Men %
contribution
|
9
|
||
Women%
contribution
|
11
|
||
Age 18 to 29%
contribution
|
15
|
||
Age 30 to 49%
contribution
|
8
|
||
Age 50 to 64%
contribution
|
9
|
||
Age 65+% contribution
|
8
|
||
Less than
30,000$/year% contribution
|
6
|
||
30,000$-75000$/year
|
11
|
||
75,000$per year
|
11
|
*50% of middle class spends 131$/week & rich class 180$/week on
restaurant food.
Revenue Synopsis
Gross revenue/day ($)
|
3918
|
||
Gross revenue/annum ($)
|
1430070
|
SWOT Analysis -
Food
Competitors
S.No.
|
Name Of Restaurant
|
Specialisation
|
Price
|
1
|
Cascal,
|
Latin , Spanish
|
21$-30$
|
2.
|
Xanh Restaurant
|
Asian Vietanamese
|
30$
|
3.
|
Vive Sol
|
Mexican, Latin
|
30$
|
4.
|
Scratch
|
American
|
30$
|
5.
|
Sakoon
|
Indian
|
20$-30$
|
6.
|
Amber
|
Indian
|
30$-40$
|
For more restaurants please refer to https://www.tripadvisor.com/Restaurants-g32761-Mountain_View_California.html
Marketing Program
1. Advertisement in Local NewsPaper
2. Advertisement on Radio
a.
Mexican, Indian
& American advocates for restaurant.
3. Focus on Paid Search which brings (70% of consumers)
a.
Focus on Keywords
b. Focus on Key tag on websites
4. In app advertisement
5. Connect emotionally with consumers by tying up with
charitable trust. & launching “Eat & Donate” program
6. Online subscription ( Discount on booking online &
subscribing to newsletter)
a.
Discount on
Subscribing to youtube videos & free chef videos on how the food was
prepared.
b. Installing app free with Menu card.
c.
Get Discount on
booking via application.
d. Like on Face book, Follow on twitter & subscribe
to Food videos & get money back on basis of points.
7. Email Marketing – Discount on responding via E mail
promotion
8. Get Parking Free on Dining
9. Offer Maximum discount to SuperFans online ! Super
Fans are the ones who advocates brand online.
10. Follow the Community Program
a.
Where one gets discount
on feeding hungry child
b. Gets discount on referring friend
c.
Gets discount on
bringing friends.
d. 4 people & more for dining gets discount for 1
person. Bring4 & get 10% discount.
11. Focus on 70% of Social Media Tools which consist of
a.
Facebook
b. Youtube
c.
Twitter
d. Instagram
The
objective of Social Media Marketing is Engagement. More Engagement – better
Brand Visibility - Good Brand Score
Appendix
https://www.tripadvisor.com/Restaurants-g32761-Mountain_View_California.html
https://en.wikipedia.org/wiki/List_of_U.S._states_by_educational_attainment
http://www.usda.gov/factbook/chapter2.pd
. http://www.statista.com/statistics/244616/number-of-qsr-fsr-chain-independent-restaurants-in-the-us/
http://www.gallup.com/poll/156416/americans-spend-151-week-food-high-income-180.aspx
https://en.wikipedia.org/wiki/Demography_of_the_United_States
http://www.forbes.com/sites/sageworks/2014/06/22/us-restaurants-margins/#451da75b1278
