Executive Summary.docx

Executive Summary.docx

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ExecutiveSummary

ExecutiveSummary

PamperzhouDaySpaisanewupscaledestinationinFreewayCounty,CA,offeringacompletedayspaexperience.Weoffersevenultra-chic,ultra-comfortabletreatmentroomswiththefinestspalinensandequipment.Weoffermassageinavarietyofstyles-traditionalSwedishMassage,DeepTissuework,HotStoneMassage,Reflexology,Sports,Pregnancyandothers.Wealsoofferfacialandbodytreatments,likeaVitaminCAntioxidantFacialandPevonia'sAnti-FreeRadicalTreatment.Thedayspahasthelatestinanti-agingproductsandtechniquesbutdoesNOTofferservicesonhairsuchascutting,stylingandcoloring.Theonlytimeapedicurewouldbeprovided,iswhenit'spartofafulltreatment,likeKneipp'sArnicaandCalendulaFootandLegReflexologyTreatment.Infact,forlocation,wepreferbeinglocatednearhairandnailsalonforco-marketingopportunities.

Thisbusinessplanhasbeendevelopedtotrackprogresspriortograndopeningandfollowingthroughwithafive-yearprojection.Inaddition,thisplanhasbeenwrittentosecureasmallportionofthestart-upfundingnecessaryforSpa'ssuccessfulkick-off.

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1.1Objectives

1.Achieve$31,000insalesthethirdmonthafteropeningbyperforming14servicesperday.

2.Achieve$62,550insalesthesixmonthafteropeningbyperforming29servicesperday.

3.Havealocalclientreturnrateof90%bytheendofthefirstsixmonths.

4.BecomeanestablishedcommunitySpadestinationbytheendofthefirst12months.

5.Perform53servicesperdaybytheendofthefirstyear.

1.2Mission

Ourmissionistorunaprofitablebusinessbyprovidinghigh-endtherapeuticmassageandaestheticianservicesinacaring,upscale,professionalenvironment.Weoffermassageinavarietyofstyles-traditionalSwedishMassage,SportsMassage,DeepTissuework,SportsMassage,HotStoneMassage,Reflexology,andothers.Ourlicensedaestheticiansofferthelatestinskintreatments,bodytreatmentsandanti-agingtherapies.

Ourgoalistotailortheclient'sexperiencebasedoninitialinterviewinformation,aswellasfeedbackduringthetreatments,toensuretheclient'scomfortandsatisfaction,andtoincreaserepeatbusiness.Wearemindfuloftheoverallexperience-usingonlythefinestoilsandlotions,beautytreatmentsandaromatherapies.Speciallighting,music,decor,andtextilesareusedthroughoutthespatocompletethecomfortable,plushenvironmentandenhancetheclient'soverallspaexperience.

1.3KeystoSuccess

Marketing,Marketing,Marketing-Ownerisaproven,15-yearsalesexecutive.Marketingwillbethefirststrengthtooursuccessandahugecompetitiveedge.

Professionalism:

Whichincludeseverythingfrommaintainingconfidentiality,tohiringtheverybestLMTandAestheticians.

IndividualAttention:

Eachclient'sexperiencewillbetailoredtohisorherpreference.

Repeatbusiness/Recommendations:

givingthekindofservicethatbringspeoplebackforregulartreatments,andencouragesclientstorecommendustofriends,andotherhealthprofessionalstorecommendtheirclients.

UniqueTreatments:

Wehavethelatestintechniqueswiththebestproductsfromaroundtheworld.

FantasticLocation:

FreewayCounty.

CompanySummary

PamperzhouDaySpaisanewdestinationofferingcustomersthecombinationofmassage,bodytreatments,facialsandanti-agingtreatments. Thesettingsareupscale,beautifulandserene. Wecatertobothmenandwomenandofferthelatestinskincareproductsandtherapies. 

Culway Plaza,whereweplantolocate, hasadailytrafficcountof64,000cars. Itisalsoonly twoblocksfromacommutertrainstop,andhasanupscalehairandnailsalonwhichwouldcomplementourservicesnicely. 

2.1CompanyOwnership

PamperzhouDaySpaisaSoleProprietorshipownedbyMadamePamperzhou. Madamefunctions asdeveloperandmanagerforPamperzhouDaySpa. Madamehasbeenamarketingandsalesprofessionalforover15yearswithaproventrackrecord,whohasbeenworkinginthemedicalindustryforthelastfiveyears. WhilehertenurewithXCompany,aleadingdentalmanufacturer,she builttheMetropolisterritoryfrom$400kperyeartoover$1.8millionperyear. DuringMadame'ssalescareershealsobuiltaterritoryfromzeroperyeartoover$3.6million per yearat YComputerSystems. Athercurrentpositionwith ZDentalSystems,shecontinuestoexcelandcurrentlyended2004at117% ofthe salesbudget. Earlierinhercareer,asaleasor/managerforanApartmentcommunity, sheconsistentlymaintaineda100%leaselevelwhilemanaginga140-unitapartmentcommunity. Priortothat,sheworkedinthebudgetdepartmentforanoverseasUnitedStatesMilitaryinstallationinBamberg,Germany. Madame'suniquecold-calling,sales,budget,managementandpeopleskillswillbeaperfectfitforbuildingtheclient-baseinanewbusinessandseeingitthroughtosuccess. 

2.2Start-upSummary

Thefollowingtableoutlinesstart-upexpensesrelatedtoleasing,build-outandstart-upexpensesinopeningPamperzhouDaySpa. Thebulkofthestart-upcostswillbeinvestedbythe ownerandthe remainderwillbefundedthrough short-termfinancing.Detailsareprovidedinthetablesbelow.

OtherCurrentAssets purchasedatstart-upareasfollows:

Massagetableequipment-$3,795（5complete）

AestheticianEquipment-$2,800（2roomsetup）

DecorandFurnishings-$13,000

EnvisionSoftware&Equipment-$4,000

Signage-$3,500

BackbarSupplies-$5,000

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Start-upRequirements

Start-upExpenses

Legal

$2,500

Printing,stationery,bags,grandopeningcoupons

$3,500

Brochures

$500

Construction/Design

$45,000

Insurance

$2,000

Rent

$17,000

ResearchandDevelopment

$0

Advertising

$5,000

Accountant

$950

Linens

$4,000

Other

$0

TotalStart-upExpenses

$80,450

Start-upAssets

CashRequired

$35,000

Start-upInventory

$6,000

OtherCurrentAssets

$32,095

Long-termAssets

$0

TotalAssets

$73,095

TotalRequirements

$153,545

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Start-upFunding

Start-upExpensestoFund

$80,450

Start-upAssetstoFund

$73,095

TotalFundingRequired

$153,545

Assets

Non-cashAssetsfromStart-up

$38,095

CashRequirementsfromStart-up

$35,000

AdditionalCashRaised

$11,455

CashBalanceonStartingDate

$46,455

TotalAssets

$84,550

LiabilitiesandCapital

Liabilities

CurrentBorrowing

$35,000

Long-termLiabilities

$0

AccountsPayable（OutstandingBills）

$0

OtherCurrentLiabilities（interest-free）

$0

TotalLiabilities

$35,000

Capital

PlannedInvestment

OwnerInvestmentfromSaleofHome

$130,000

N/A

$0

AdditionalInvestmentRequirement

$0

TotalPlannedInvestment

$130,000

LossatStart-up（Start-upExpenses）

（$80,450）

TotalCapital

$49,550

TotalCapitalandLiabilities

$84,550

TotalFunding

$165,000

ProductsandServices

PamperzhouDaySpa offerstherapeuticmassageservices,bodytreatments,facialsandanti-agingtreatments. Servicesareprovidedbylicensedtherapistsandaestheticianswhoareindependentlycontractedandpaidonacommissionbasis. Theupsideofthecommissionedemployeeisthatthereisverylittleoverheadwithoutsales;employeesonlymakemoneywhenthebusinessmakesmoney.

Wealsoofferafullretaillinethatcomplementstheservicesmenu. Productsincludedarehigh-endcosmetics,creams,candles,andotherbeautyproducts. Thesehigh-enditemstendtoretailataminimumof$20-$25peritemandhave50%mark-up,orhigher. 

MarketAnalysisSummary

Thereareabout12,000spasintheU.S.andCanada,accordingtoISPA,andsevenoutoftenaredayspas.Today,SpaIndustryrevenuestotal$12billionannually,withDaySpasaccountingforover$7billionofthisfigureandgrowingat25%peryear.

ThereareseveralexistingdayspasandanumberofindividualLMTs（LicensedMassageTherapists）inFreewayCounty,butnonewithourservice/productrangewithinafivemileradius.Tofindasuchacomprehensivedayspa,residentscurrentlyhavetotravelintothecity.ThegoingrateformassageinFreewayCountyis$70-$90perhour,whichisslightlyabovemostoftheotherresidentialareasinthemetropolis,whichcanevenbeaslowas$40perhourinsaturatedorlow-incomeareas.Thislargermetropolitanareaspent$464milliononentertainmentandrecreationin2004.

4.1MarketSegmentation

Weareprimarilytargetingpotentialclientswithinafive-mileradiusofCulwayPlazawithahouseholdincomeover$25,000.Oursecondarymarketwillincludevisitorsstayinginalocalhotel.WithintheU.S.,approximately14%ofthepopulationhasnevertriedamassage.Wewillassumethataconservative70%ofthesetwocategorieshastriedamassageandwouldundergooneagain,ifofferedappealingservicesattherightprice.OurmarketAnalysistablethusreflects70%ofthelocalandvisitingpopulationwhomightbetargeted.

Withinthisgroup,clientswhousespaservicesfallintofourbasicgroups:

1.Clientsrecoveringfrominjuriesoraccidents/MassageTherapy （MadamePamperzhou,owner,hasprofessionalcontactsforreferralinthisarea.）

oOftenalsoseeingachiropractororphysicaltherapist（moreoftenreferralfromchiropractor）

oFrequentlypaidbyinsurance

oUsuallyinsurancewillpayforshort-termtherapyonly,althoughclientswillsometimessuppl