Chocolate Inn is a beautiful facility that sits atop the City of Pines. The Inn offers nine individually furnished rooms, each with its own antique theme. We are a complete bed and breakfast inn with a full complimentary breakfast served each morning to our guest. Chocolate’s target market strategy is based on becoming a destination of choice for Baguio city tourist who are looking for a place to relax and recharge. The Chocolate Inn will target two distinct customer segments. The first segment that we will service is tourists who wants to experience the cool breeze of the summer capital and the second market segment is the newly married couples who is looking for that special get away. The Chocolate Inn is a very optimistic business venture since tourism is one of Baguio’s main industries. During the Summer Vacations, Panagbenga Flower Festival and Yearend Holidays some people from the lowlands would prefer spending their vacation in the city for them to experience the cold temperature they rarely get from their home provinces. Also, during the summer season specially during the Holy week and Panagbenga Flower Festival local and foreign tourist would flock to the city. During this time, the total number of people in the city would double. Transients houses are very much in demand during these seasons
The Chocolate Inn will have an eye catching sign that will alert potential customers and drop ins of our existence. We will use the Yellow Pages to market our Inn, as well as a Web page on the Internet which will focus on the features the Inn has to offer. It will also be important for us to be visible to those potential guests who arrive at the nearby bus terminal such as the Victory Liner. We also have contacts such as tourist guides posted at the different terminals and taxi drivers who will receive 20% for referrals. Each room will be displayed with its unique décor, as well the outside of the showing the beautiful landscape and views of pine trees. Attraction within 30 miles of the Inn will be displayed with information about our shuttle service, room rates and directions. The chocolate Inn is confident that it will not take long to build a following that will put us at full capacity within the next year. The Inn would like to see steady growth with an average of over 90% capacity for Year one, with profits also growing at a rate of 10%.
Carlos and Ahri Christie Marie De Mesa are the sole owners of the Chocolate Inn and live at the Inn year around. The De Mesa’s are hands on owners who oversee every aspect of the Inn’s operations. A small staff consisting of a cook and a maid will work at the Inn. The cook will work 20 hours per week and the maid will be on the payroll 40 hours per week as she will also help Ahri Christie take reservations and watch the front desk when needed. Ahri Christie will oversee the inside operations working with the maid and cook as well as taking reservations. Carlos will oversee the maintenance of the Inn and grounds and drive the van to shuttle guest when the need arises. Both Carlos and Ahri Christie will promote the Inn and oversee the advertising.
III. GENERAL COMPANY DESCRIPTION
The Chocolate Inn intends to provide a serene setting for our guest to enjoy the many splendors of the beautiful Baguio City. Each guest will be treated with the kind of attention that is reserved for family. When our guests arrive we want them to leave their troubles at the door and step into a world of luxury and rest. As owners we intend to see that attention to detail and service will be followed by a staff dedicated to each guest.
Keys to Success
The primary keys to success for the Inn will be based on the following factors:
Provide a facility that is first class with attention to detail.
Give each guest a sense that he or she is our top priority.
Provide quality meals.
Retain our guests to ensure repeat bookings and referrals.
Objectives Generate a customer satisfaction rate above 90%.
Generate an average of Php 455,000.00 of sales each month.
Stay above 90% occupancy each month.
The Chocolate Inn is a beautiful facility that sits atop the City of Pines. We are a new start-up enterprise that will offer nine wonderfully furnished rooms to guests who want to get away from the ordinary. Each room is individually furnished with antiques and there is a large deck with a hot tu. The Chocolate Inn will provide a full breakfast each morning to our guests with no expense spared. Our target market is the Baguio tourists and newlywed couples who looking for a place to honeymoon.
The Chocolate Inn is owned and operated solely by Carlos and Ahri Christie De Mesa. Carlos and Ahri Christie refurbished a 5 storey building with a victorain home accent to accommodate 18 guests at a time in nine rooms. This is a start-up enterprise for the De Mesas who are equal owners in the business. Carlos and Ahri Christie purchased the property a little over a year ago and have worked this past year preparing to open the Inn.
The start-up costs will come to 7 Million (including cash required at start-up), 2 Million which will be primarily financed by Carlos and Ahri Christie and the other 5 Million loan from a bank.
The Chocolate Inn provides four-star lodging on the beautiful Pines City. We are a complete bed and breakfast Inn with a full complimentary breakfast served each morning. Nine impeccable rooms, each with its own theme are ready to embrace the individual who is looking for solitude, or the more adventurist person who likes to be active. We offer van trips to various locations of interest if guests are interested.
V. MARKETING PLAN
Market Analysis Summary
The Chocolate Inn's target market strategy is based on becoming a destination choice for tourist in Baguio City who are looking for a place to relax and recharge. The target markets that we are going to pursue are people looking for a vacation destination, Honeymooners, and drop-in customers. We envision many tourists to relax and enjoy the beautiful and cool temperature of Baguio City. Our setting and facility is a natural for people looking for a place to spend their honeymoon. With an eye catching sign and referrals. The Chocolate Inn would like to see a 10% increase of potential customers on a yearly basis.
The profile of our customer consists of the following geographic and demographic information.
Age range of 25 to 65 years. with a median age of 40.
Target Market Segment Strategy
Our target market strategy is based on becoming a destination for people who are looking to get away for a few days, on the beautiful Baguio CIty. Our marketing strategy is based on superior performance in the following areas:
The target markets are separated into three segments; "Vacationers," "Honeymooners," and "Drop-ins." The primary marketing opportunity is selling to these accessible target market segments that focuses on vacation and recreational needs.
The most dominant segment of the three is comprised of the vacationers from the surrounding provinces. Baguio City remains a prime tourist destination area in North Luzon because of its cool climate, fresh and green and peaceful environment unlike other tourist destinations in the Philippines. This makes it a favorite destination especially for those who would like to relax and stay away from the excessive heat of the lowlands and also a favorite venue of seminars and conferences.
Because of the beauty and location of our Inn, we will be a very attractive choice for people looking for a honeymoon location.
When rooms are available we will welcome the drop-in customer who is looking for a place to stay for the night. Our sign can be seen from highways and we expect to get quite a few drop-ins.
The Chocolate Inn is a nine room facility that provides over night lodging and breakfast in a luxurious setting on the beautiful Baguio City. There are several other Inns in the area as well as motels. Most people who need lodging in the area make reservations in advance to assure room availability.
Competition and Buying Patterns
Typically in this industry the consumer is someone who is not just looking for a room to sleep in, but a facility that provides a homespun touch. A place that is unique and offers more personalized customer service. Because each Inn is offering something unique to the guest, customer service and quality of the facilities are at the forefront of importance. Location is also important and those Inns with an nice view have an advantage, but with the limited number of rooms at Inns in the area there are enough customers to match the supply. The Chocolate will not be competing on price as the price of a room is on the high end of the scale. Guests at the Chocolate are paying for more than just a room, they are paying for a oasis away from their hectic world.
Strategy and Implementation Summary
The primary sales and marketing strategy for Magnolia includes these factors:
To offer a bed and breakfast facility that will appeal to the busy professional.
To provide unmatched customer service to our guests.
To concentrate our marketing in the surrounding provinces
The Chocolate Inn sets itself apart from similar competition in the following ways.
Location: The sheer beauty of our setting is a huge plus. Nestled on a bluff with a panoramic view of nature, the Chocolate is the ideal place to take in mother nature. Beautiful pine trees and a garden area makes this setting a truly magnificent place.
Our rooms: Each room is individually decorated with antiques that are tasteful but comfortable. You feel as if you have stepped back in time, as luxury is present at every turn.
Customer service: Customer service is our number one priority. The Chocolate will treat each guest as if they are family.
Our marketing strategy is based on becoming a destination for vacationers and honeymooners who are looking for truly beautiful and unique lodgings. With the surrounding provinces as our main target market the Chocolate will use several different approaches to advertise our facility. We will use the Yellow Pages to advertise, as well as develop a Web page that will show our beautiful Inn. On Kennon, Marcos and Naguillian Road and other highways we will have an eye catching sign that will alert potential drop-ins of our existence. Tourist guide and taxi drivers for referrals. The Chocolate is confident that it will not take long with word-of-mouth from past customers, to build up to full capacity.
Our prime location with a beautiful pine trees and a quality facility will be an attractive choice for our potential customers. Each room is decorated individually with antiques and quality furnishings made to feel just like home. A hot tub on the deck overlooking the nature is provided for our guests. A first class breakfast is served each morning with no expense spared. Guests will have several options on our menu so that we can accommodate most tastes. There are several fun and interesting destination spots within 30 minutes of the Inn and we will have a van ready to shuttle guests if they need the service. The Chocolate guest will feel pampered and will leave for home well rested.
The sales forecast table is broken down into two main revenue streams: Reservations and Drop-ins. The sales forecast for the upcoming year is based on a 10% growth rate for direct sales. The Chocolate has nine rooms to offer its guests at a rate of Php 2,500.00 per night. We expect the rate of rooms occupied to increase as the year progresses. In spite of the economic unpredictability we are experiencing, these projections appear attainable and take the increasing base into consideration.
Web Plan Summary
The Chocolate Inn website will focus on the features the Inn has to offer. Each room with its unique decor will be on the site as well as pictures of the Inn and the surrounding gardens and grounds over looking nature. The breakfast menu will be displayed with pictures of the food laid out in the dining room. Room rates will be given with maps on how to get to the Inn. Attractions within 30 miles will be on the site and other local color will be shown. Reservations can be made online if the consumer wishes to do so.
Website Marketing Strategy
Our website marketing strategy will focus on professional couples who are looking for a vacation destination that is both close and elegant. The Chocolate will promote through our website by using:
Detailed photos of the Inn and surrounding area.
Price list of our rooms and a menu of our breakfast.
Maps from many points of the City area that lead to the Inn.
Co-owner Ahri Christie will develop the website. The site itself will take several months to develop and it will be an ongoing effort to add new information to the site as we see necessary. Ahri Christie has a training in webpage development and extensive experience working with websites. Every aspect of the site will be handled by Ahri Christie including company logo, Web page format, and maintenance of the site. Yahoo Web services will host the site.
VI. OPERATIONAL AND MANAGEMENT PLAN
Carlos and Ahri Christie De Mesa are the sole owners of the Chocolate Inn. A small staff consisting of a cook and maid will work at the Inn. The rest of the tasks will be done by Carlos and Ahri Christie. Carlos is responsible for the outside maintenance of the grounds and of the Inn. He will also drive the van for guests when the need arises. Ahri will organize the day to day operations on the inside and handle reservations. Carlos and Ahri Christie will promote the Inn through the advertising methods discussed in the marketing strategy section. Ahri Christie will also work with the cook to purchase the food served at the Inn.
The personnel plan consists of Carlos and Ahri Christie schedule plus that of the staff. Mary Ann, our cook will work 6 days per week and will help with the shopping for the supplies. Meriam will work full time preparing rooms and helping with taking reservations and watching the Inn when Carlos and Ahri Christie cannot be there. Carlos and Ahri Christie will live at the Inn with their own quarters on site. The total payroll equates to Php 16,800.00. Mary Ann the Cook and Meriam the Housekeeper, each will receive Php 8,400 monthly with one day off every week.
VII. FINANCIAL PLAN
The Chocolate Inn expects business to grow steadily until we are at an average of over 90% capacity for the year 2013 with a conservative capacity rate of 50% expected at times. We will be growing slowly with profits growing at a rate of about 10%. Expenses will be well managed, allowing Chocolate to make a profit even if the capacity rate drops as low as 50%.
The following critical assumptions will determine the potential for future success.
A healthy economy that supports a moderate level of growth in our market.
Keeping operating costs as low as possible, particularly in the areas of personnel and our ongoing monthly expenses.