Writing a Business Plan, 2e (Michael Truesdale's Library) by Vaughan Evans

Author:Vaughan Evans [Vaughan Evans]
Language: eng
Format: epub
ISBN: 9781292085166
Publisher: Pearson Education Limited
Published: 2015-09-09T16:00:00+00:00

Essential case study

The Dart Valley Guest House and Oriental Spa business plan, 2015

Chapter 6: Resources

Dick Jones has set out his strategy to make Dart Valley the leading provider of spa services in South Devon through completion of the second phase of the development. Now, in Chapter 6 of his plan, he sets out the resource implications, along with their risks and opportunities. Here are his highlights:

Management – unlike for the Phase I development three years earlier, management is now proven. Before Dart Valley, neither he nor his wife, Kay, had had any experience of hotel or spa management and this could have been a problem in obtaining external funding. Now, with three years’ proven experience behind them – with ups and downs, yes, but overall success – management is a strength of this plan, not a weakness. But Dick must also set out his plans for how he will recruit a manager for the new spa offering, preferably someone with an oriental heritage to complement the business’s positioning.

Marketing – Dart Valley has developed to date through judicious use of local and regional advertising, attendance at regional promotions, competitive pricing off-season and other special packages, such as for weddings. Dick recognises that marketing to fill 33 rooms will be a greater challenge than for 17 rooms, but he sees it largely as more of the same, rather than an entirely new tack; one possibility is to do more partnering with successful spa hotels elsewhere, giving them a cut on business referrals and offering the customer greater variety in where to stay next time.

Operations – Dick doesn’t see any likely issues with regard to supplies, purchasing, provision of services, systems (the reservation system has worked very well after the inevitable teething problems), controls or compliance (the major issue there being the planning permission, which, after some toing and froing, Dick’s architect has now secured from Devon County Council).

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