The Viridian Business Plan
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[pic 1][pic 2][pic 3][pic 4]Business PlanFinal Exam Report1/2/2016Kavitha Balakrishnan21590802I. Overview In this report I summarize my validation of my business plan and business idea of a startup company called “The Viridian”, which is an affordable boutique luxury resort in the Philippines, with a particular draw to eco-minded travelers looking for a unique experience. The resort’s target guests are the urban professional. Guests are expected to come from all parts of the world; however most travelers are expected from Western Europe and the U.S. In first part of the report I would be detailing on my new business idea, business model, value proposition, etc. And in second part of the report, validation of my business plan will be done, where I would be taking a critical look at the plan more like an “outsider”.II. Executive Summary The Viridian Resort is located on Philippines, surrounded by forest area and beach on both the sides. Located in the recently expanded Mali area, The Viridian resort will offer customers 10 two-bedroom units with underground parking, fully-equipped kitchens, laundry facilities, Private pools and stone fireplaces. The Viridian Resort also will offer a common-area outdoor hot tub as well as an on-site store and on-site front desk service.Each year, over 4.6 million and nature lovers visit the Philippines. On average, 52% of Travelers who indicate they are likely to choose hotel/destination based on social or environmental impact. Roughly 200% of travelers likely to book “Green” accommodations in 2015 than in 2014. On Average, visitors spend over $250 million, annually, for lodging, food, and recreational activities at Philippines. 2.1. ObjectivesThe objectives of the Viridian Resort for the first three years of operation include:Exceeding customers expectations for affordable green luxury resort. Maintaining a 90% occupancy rate during the peak periods. Assembling an experienced and effective staff.2.2. Mission[pic 5][pic 6][pic 7][pic 8][pic 9]The mission of the Viridian Resort is to become the number one resort of choice with visitors to Philippines. III. Company SummaryThe Viridian Resort, located in the one of the exotic location of Philippines, has 10 two-bedroom units with underground parking, fully-equipped kitchens, private pools, Spa services, Organic food Restaurants, laundry facilities and stone fireplaces. Viridian Resort also has a common-area outdoor hot tub as well as an on-site store and on-site front desk service.3.1 Start-up SummaryInitial investment will be $1,300,000. Along with that we will also purchase the property for $800,000 and will have an initial set up expenses for $470,000 approximately.[pic 10]3.2 ProductThe Viridian Resort will offer customers an Affordable, sustainable, luxury hotel experience. The product includes:Green Globe CertificationLocally sourced food materialsOrganic restaurant ingredients All-natural spa productsLocal + Internationally trained staff3.3 PlaceThe Viridian Resort is located in one of the exotic location of Philippines.Surrounded by Blue oceans and Emerald hillsBeach and forest areaEasily accessible from the nearest city. 3.4 PriceThe Viridian Resort will offer customers 3 types of luxurious villas with two-bedroom units, fully-equipped kitchens, Organic food restaurants, private pools, Organic Spa services laundry facilities and stone fireplaces. Below are the villa types and its prices:
Superior Villa: $150 / room / nightDeluxe Villa: $200 / room / nightPremium Villa: $250 / room / night3.5 PromotionsWe believe a good word spreads itself, below are some of the promotional plans for the Viridian resort:Advertise in eco-magazinesBooths at “Green” and environmentally-themed eventsSponsor events like marathonsPamphlets on recycled paper, vegetable inkOrganic, word of mouth through local communityIV. Positioning the Viridian as a Green BrandWe became interested in potentially leveraging the Viridian’s sustainability investment to build brand awareness and gain revenues. In recent times, 16 percent of consumers from Europe, US and Asia showed a strong preference to purchase goods and services from eco- friendly businesses and indicated that the customers are willing to pay price premiums for these goods and services. Additionally, 25 percent of consumers were committed to achieving personal health and while not committed to environmental concerns, sought out products and services that are perceived as health-conscious.So in order to achieve the Green brand the Viridian resort will be certified with “Green Globe” certification, which is certified by an NGO named VEP: Voluntary Environment Program to inform potential guests about hotels sustainability activities.Following are the measures which led the Viridian to receive the “Green Globe” certification from VEP.Conservation and managementEnvironmentally sensitive productsEnergy efficiencyEnvironmentally sensitive purchasing policyAvoiding hazardous substancesInvolving staff, customers, and communities in environmental issuesLand use planning and managementManagement of fresh water resourcesNoise controlPartnerships for sustainable developmentProtection of air qualityRe-use and recyclingTransportWaste minimizationWaste-water managementThe above measures helped the resort in Reduction of electric bill by 60% and Reduction of water consumption by 70%.V. Situational AnalysisThe situation analysis provides the information necessary to create a company mission statement. To begin this process, organizations should observe the internal company environment. This includes: