Business plan for ‘EN’ motel
1. EXECUTIVE SUMMARY
Motels are increasingly becoming an interesting idea for the travelers. People today are keen to have the services of a Motel than any other entity. Future prospects for Motels are high. It, therefore, requires one to have a business plan in order to establish a Motel. In this case, ‘EN’ Motel is to be found through a well-crafted business plan. In this plan, the focus will be on the services to be offered by the company, customers and the key drivers of the company. Consequently, the business plan contains the company’s description, market research components not to mention products and services. Marketing and sales elements are also key components of the business plan.
1.1 Services
The Motel is to be open all year long. This is to ensure visibility and relevancy in the market. Being consistent in the market is key to gaining loyalty from the customers. In the service charter, a number of incentives are to be offered. To start with, the sizes of the rooms are to be of relative comfort. Consequently, the Motel will be located place readily accessible to customers. The prices are to be made reasonable to ensure many customers seeking services from the Motel are not turned away. Customers with kids wil have a room particularly established for the kids. The dining room will be established so as to accommodate a number of people. Duration of serving meals will be made flexible for the customers. The meals are to be served as follows: breakfast 6AM -10PM, lunch 21PM- 3PM, diner 6PM-9PM. The Motel will be set just at the beach. This will ensure a magic atmosphere around the premises. Night parties will be carried out during the weekends. The Motel will have free Wi-Fi to make it easy for customers to access online services. Amenities to be found in the place will include mid size swimming pool, 32” LCD TV, mini bar, modern designed rooms. The set up of the Motel will take the shape of 3 floors, 11 rooms in each floor, 33 rooms single and double.
1.2 Customers
The target market for the Motel is wide and varied. The company to be established already acknowledges the needs and expectations of customers. The young customers, who are between the ages of 18-35 years, ordinarily go for cheap prices. Young people require advanced technology to keep the afloat with the current affairs especially through social media. On the other hand, senior and elderly people have difficulties in using the websites. However, the senior and the elderly require comfortable services and rooms. Consequently, the Motel will be expecting customers with families and children not to mention those ones with pets.
1.3 What drives us?
The key drivers of the company are varied and many. The drivers are to determine if the company is to remain relevant in the market or not. The company will establish an easy and swift communication system between the employees in the enterprise. The communication will be extended to the customers. This will ensure that there are no misunderstandings whatsoever between the management and various people directly or indirectly involved with the business. An excellent relationship is to be established with customers. This is to build on customer confidence and loyalty. One of the major challenges that customers face relate to the booking services. For the Motel enterprise, online booking services will be made available. This will enable the customers to book anytime as they so wish. This will also help the business to prepare and plan for the arrival of customers as appropriate. The Motel will develop an application that will be able to survey customer satisfaction. The proposed application will be mobile in nature and will be able to relay information in real time. This will help the company make adjustments where necessary. An environmental friendly surrounding will be a key establishment while encouraging the customers to give donations.
2. COMPANY DESCRIPTION
The EN Motel’s mission is to make our customers feel like home with adequate comfort, clean environment and modern designed facility. In addition, we take the responsibility to become a part of our customer’s journey from the beginning to the end. The appreciation from our customers gives us the motivation and the inspiration to achieve our long-term goals. The mission policy is to guide the operations of the company while aligning itself to predetermined objectives.
2.2 Principle members
For the Motel to be up and running, human resource is of critical essence. This means that there must be principle members in charge of the day-to-day management of the affairs of the enterprise. The principle members are to include:
- Motel manager
- 2 assistant managers
- Marketing manager
- Web designer (contract)
- 6 receptionists at the front desk
- 6 cleaning staff members
- Chef, 2 assistant cooks
- 2 servers
- Accountant
3.0 MARKET RESEARCH
3.1 Industry
The Motel industry has increasingly gained prominence among the travelers. There is a total shift from the mainstream accommodation entities to Motels. Travelers from all walks of life, both young and old prefer the Motels as a solution. This can be attributed to availability, comfort, accessibility and price. The idea of a 24/7 online booking system also gives the Motel industry an edge over enterprises such as hotels (Sumathi & Saravanavel, 2003).
3.2 Customers
Young travelers between the ages of 18-35 go for less expensive entities. Consequently, this group of customers feels more attracted to advanced technology. This can be attributed to the social media sites. The senior and elderly are a bit different from the young generation. The senior and the elderly are not proficient in using the online services. However, these groups of people stay longer and are key in the industry growth. Families sometimes get stranded in the middle of the journey and have to acquire the services in a Motel. This is a key market driver.
3.3 Competitors
In every business entity, there must be an element of competition. In this case, some of the competitors for the Motels include:
- Motel 6 chains
- Super 8
- Orange Tree Inn
- Deluxe Inn Motel
3.4 Competitive advantage
4.0 PRODUCT/SERVICE LINE
4.1 products or services
For the Motel, there will be a number of establishments. For instance, the rooms are to be of different proportions some of which will be single or double. The rooms are also to be connected. Consequently, the junior suites are to be provided and for the kids. Room service is made a priority and due diligence is to be observed in all instances. Within the Motel, bar and food services are to be provided. A clean environment is a healthy environment. In this case, cleaning the surround and the rooms are to be prioritized. Public laundry is also to be an incentive of the company.
4.2 pricing structures
The Motel enterprise will come up with a price penetration strategy capable of turning the company around. A competitive pricing scheme is to be developed. Prices are to be reduced during low seasons. This is to help the company stay afloat in the market in all seasons (Landsburg, 2011).
5.0 MARKETING AND SALES
5.1 Growth strategy
As a growth strategy, the company will come with certain measures aimed at ensuring that the Motel becomes the destination of choice (Shankar & Carpenter, 2012). The strategy will be implemented as follows:
- First 30 clients 20% off
- Holidays and Birthdays 10% off
- Staying over 10 days 15% off
5.2 Communication
Communication is a very essential component between the customers and the business enterprise. As a communication strategy, the Motel will come up with different ways to communicate with the customers. Channels of communication to be used include:
- Website / Mobile application
- Brochures / Business cards
- Ads in local newspapers and magazine, Tourist/Visitor information centers
- Social media: Facebook page, Twitter
- Local Travel Agencies
5.3 prospects
The future looks bright for the Motel industry. So many changes are expected in the coming few years. Customers are increasingly finding Motels ideas for consideration. The idea is to build more Motels along the freeways to cash in on the growing number of customers. Developing attractive websites is also a key consideration moving forward. In two years time, the enterprise expects to break even.
Reference:
Landsburg, S. E. (2011). Price theory and applications. Australia: South-Western/Cengage Learning.
Shankar, V., & Carpenter, G. S. (2012). Handbook of Marketing Strategy. Cheltenham: Edward Elgar Pub.
Sumathi, S., & Saravanavel, P. (2003). Marketing research and consumer behaviour. New Delhi: Vikas Pub.
