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[Business Name] Business Plan [YEAR]

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[Business Name] Business Plan [YEAR]

Kurt & Suphalak Patulny

Sawatdee Thai Massage & Day Spa 542 Pacific Hwy St Leonards ABN: 56 545 770 506

Sawatdee Thai Massage & Beauty

Business Plan

Prepared: 11/5/2008

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[Business Name] Business Plan [YEAR]

Table of Contents

Business Plan Summary ................................ ................................ ........................... 6 The Business ................................ ................................ ................................ .......... 7 The Market ................................ ................................ ................................ ............. 7 The Future................................ ................................ ................................ .............. 9 The Finances ................................ ................................ ................................ .......... 9 The Business ................................ ................................ ................................ ........... 10 Business details ................................ ................................ ................................ .... 10 Registration details ................................ ................................ ............................... 10 Business premises ................................ ................................ ................................ 11 Organisation chart ................................ ................................ ................................ 12 Management & ownership ................................ ................................ .................... 12

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Key personnel ................................ ................................ ................................ ...... 13 Products/services ................................ ................................ ................................ .. 14 Innovation ................................ ................................ ................................ ............ 19 Insurance................................ ................................ ................................ .............. 20 Risk management ................................ ................................ ................................ . 20 Legal considerations ................................ ................................ ............................. 21 Operations ................................ .............................. Error! Bookmark not defined. Sustainability plan ................................ .................. Error! Bookmark not defined. The Market ................................ ................................ ................................ ............. 24 Market research ................................ ................................ ................................ .... 24 Market targets ................................ ........................ Error! Bookmark not defined. Environmental/industry analysis ............................. Error! Bookmark not defined. Your customers ................................ ...................... Error! Bookmark not defined. S.W.O.T. analysis ................................ ................................ ................................ . 26 Your competitors ................................ ................................ ................................ .. 28 Advertising & sales ................................ ................................ .............................. 31 The Future ................................ ................................ ................................ .............. 33 Vision statement ................................ ................................ ................................ ... 33 Mission statement................................ ................................ ................................ . 33 Goals/objectives ................................ ................................ ................................ ... 33 Action plan................................ ................................ ................................ ........... 33 The Finances ................................ ................................ ................................ ........... 35 Key objectives and financial review ................................ ................................ ..... 35 Assumptions ................................ ................................ ................................ ......... 35 Start-up costs for [YEAR] ................................ ...... Error! Bookmark not defined. Balance sheet forecast ................................ ............ Error! Bookmark not defined.

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Profit and loss forecast ................................ ........... Error! Bookmark not defined. Expected cash flow................................ ................. Error! Bookmark not defined. Break-even analysis................................ ................ Error! Bookmark not defined. Supporting documentation ................................ ................................ .................... 36

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[Business Name] Business Plan [YEAR]

Business Plan Summary

This massage therapy business plan is being used to explore the cost effectiveness of expanding by moving the business into a different location and for hiring more employees. This would make the services more accessible to people who work full time, and also make the office more convenient for clients with medically-ordered massage therapy. Billing insurance companies for medically required massage is lucrative, but the nature of the therapy - usually 60 to 120 minute sessions, focused on a specific body area, with 1 hour duration - makes it imperative that the clients can get in to see the therapist over their lunch hour or during their work day.

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[Business Name] Business Plan [YEAR]

The Business Business name: Sawatdee Thai Massage Business structure: Sole Trade into Company ( Trust ) ABN: 56 545 770 506 ACN: Business location: 542 Pacific Hwy St Leonards Date established: [The date you started trading.] Business owner(s): Suphalak Patulny & Kurt Patulny Relevant owner experience: Sue Patulny has worked and managed massage and day spas in Thailand for over 5 years & also completed a Diploma of remedial massage here in Australia along with a member of the ATMS & Kurt Patulny has worked in corporate finance for over 10 years with management experience Products/services: Thai Massage and Spa Treatments & associated beauty products.

The Market Target market: Our Market ranges from all ages & professions High-stress executives Pregnant women Athletes (in general or a specific niche such as triathletes, cyclists, gymnasts, golfers, dancers)
y y

y y y

Weekend warriors Infants


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y y y y y y y y y y y y y y y y y y y y

Children People in self-improvement programs Pre- and post-operative recovery People with disabilities Attorneys Accountants Seniors The entertainment industry Natural disaster survivors and workers People in addiction recovery programs Patients of other primary care providers Small business owners Students Abuse survivors Computer operators Military personnel People committed to wellness People with chronic pain People with specific healthcare conditions (e.g., TMJ) Healthcare providers

Marketing strategy: We plan to do a add campaign in local news along with web marketing and also being the shops high viability and surrounding business word of mouth will establish the business. Plus ensure High Quality of treatments and customer services through our management and training
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The Future Vision statement: We plan to open several Stores across Sydney to ensure the stability of the Brand and also set a bench mark for service quality in the industry. A vision of possible franchising and management of an Industry association is also in considerations. Goals/objectives:

1. Increasing number of day-time clients by 100% by moving to a different location. 2. Increasing new clients by 60% by advertising locally. 3. Have a local client return rate of 90% by the end of the first six months. 4. Start outsourcing/franchising operations by the mid of Year 2

The Finances

Finances for Startup are being funded by family members and a small equity loan. We have established a minimum number of customers required in line with our cost plan

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The Business

Business details Products/services: We are providing massage services to the people of Australia in Sydney. We offer Traditional Thai Massage, Thai Aroma Oil Remedial Massage, Foot Reflexology & Herbal Spa, Thai Hot Herbal Massage, OIL Hot Herbal Massage, Hot Stone Massage, Body Scrub & Polish, Sawadee Natural Facial, body treatments, facials and anti-aging treatments. Services are provided by licensed therapists and aestheticians who are independently contracted and paid. This is a very demanding service as people work full time and they come here to relax, as we offer them different types of Thai massage which is also a cure for many kinds of diseases. We also provide constant in house training and also planning a structured training program including First Aid, Product Training & Communications sales training which would make our services more demanding.

Registration details Business name: Sawatdee Thai Massage & Beauty & Sawatdee Thai Massage & Spa Trading name(s): As above Date registered: [Date business name registered.] GST: yes Domain names: www.sawatdee.com.au
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[Business Name] Business Plan [YEAR]

Licences & permits: DA Approved

Business premises Business location: The Shop is located in the busy heart of St Leonards Sydney on the Corner of the pacific Hwy and busy Christy Street. With a High profile location and major intersection for foot traffic and local shops and train stations all in walking distance the shops positions is one of the best in Sydney. Consisting of 115sq over 2 levels Buy/lease: Beginning with a 2 year lease with a 5 year option to ensure business sustainability with a very competitive rent

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[Business Name] Business Plan [YEAR]

Organisation chart

[Outline your business structure in the chart below.]

Suphalak Patulny Owner/Manager]

Kurt Patulny

partner

Figure 1: Organisation Chart.

Management & ownership Names of owners: Suphalak Patulny & Kurt Patulny Details of management & ownership: Experience: Patulny has worked and managed massage and day spas in Thailand for over 5 years & also completed a Diploma of remedial massage here in Australia along with a member of the ATMS & Kurt Patulny has worked in corporate finance for over 10 years with management experience.

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[Business Name] Business Plan [YEAR]

Key personnel

Current staff

[List your current staff in the table below.]

Job Title

Name

Expected staff turnover

Skills or strengths

Shop Manager

Pennepa Sombatpan

Spa Management in Thailand and 5 years of work in industry 10 Years management and business

Marketing & Kurt Patulny Accounts services owner experience in financial

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Required staff: We require part time contractor labour Recruitment options We plan to advertising in local Thai media as well as thru network of friends shops Training programs We offer constant in house training and also planning a structured training program including First Aid , Product Training & Communications sales training Skill retention strategies

Products/services

Body Scrub Service

Choose from one of our Traditional Thai Body Scrubs (Leaving your skin feeling soft, smooth and better prepared to

Price

Starting from absorb the next layer of moisture. $50 Exfoliating scrub for radiant looking skin subtly scented with a delicate, floral fragrance. Stimulates the skin and removes dead skin cells when massaged into the skin. n Aroma Oil Massage It is aimed at the deeper tissue structures Starting from of the muscle structures of the muscle $50 and connective tissue. Aroma oil the pressure will generally be more intense. It is also a more focused type of massage,
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[Business Name] Business Plan [YEAR]

as the therapist works to release chronic muscle tension or knots

Foot Reflexology and Spa

Works the lower legs and feet with Starting from stretching and feet with stretching and $39 compression to open energy lines. A stick is used to stimulate the reflex points on the feet which correspond to the internal organs of the body thus resulting in general health and well-being.

Thai Hot Herbal

The amazing Herb compression is an Starting from aromatherapy method of typical Thai $95 Tradition in reducing the minor aches and pains of muscles, especially in winter season or cold weather, when the pain will become more severe. The treatment efficiency of herb compress is from heat of hot herb compress absorbing to inner skin of the body. After compressing 2448 hours, the blood circulation is increased. It will be perfect if be used after doing massage.

Hot Stone

Hot Stone massage therapy combines the Starting from benefits of hydrotherapy and thermals (or
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[Business Name] Business Plan [YEAR]

thermotherapy the use of heat applications) with the strokes of massage using Stones to create a deep, relaxing and healing treatment. The heat of the massage stones warms the skin, which allows for the absorption of moisturizing and therapeutic oils, while simultaneously preparing the musculature of the body so the massage therapist can work into the deeper muscle layers.

$120

Market position: We are mainly going to target potential clients within our facility who have a household income of above $3,000 and the secondary market which we are going to target will include visitors staying in a local hotel. We assume that within Australia, a conservative view that 70% of these two categories has tried a massage and would undergo one again, if offered appealing services at the right price. So the local and visiting population will be our target. Unique selling position: Good brand name and excellent word of mouth plus ranked no 1 in Google searches. Furthermore it is almost 2500 years old technique and has been handed down by word of mouth. It is also natural healing method in which energy is restored. People feel very much relaxed and after a tiring hard day all they need is good Thai massage. We offer good quality massage by trained professionals.

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[Business Name] Business Plan [YEAR]

Anticipated demand: We are expecting almost 36 customers per day per shop because the demand for massage parlours especially Thai massage which is very unique is increasing day by day. Facial and Massage beds Number Working hours per day Effective hours per day Hours utilized by one client Maximum clients entertained Total = 36(single shop) We are going to generate approximately 36 clients for a single shop and since now due to our increased customer base our numbers of shops have increased to 3, so we are going to generate more customers each and every day. Besides this we are also planning to start a constant in house training and also planning a structured training program including First Aid, Product Training & Communications sales training which would make our services more demanding and more customers will come. 20 16 5 8 40 2 Beauty Saloon customers 4 8 32 2

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[Business Name] Business Plan [YEAR]

Pricing strategy: We define it as several levels strategies follow:

Premium Pricing

We use a high price where there is uniqueness about the product or service to approach a substantial competitive advantage exists. Such high prices are charge for luxuries such as rooms, beautician courses and delivery service.
y

Penetration Pricing

The price charged for services is set artificially low in order to gain market share. Once this is achieved, the price is increased.
y

Economy Pricing

This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. We have economy services for, such as hands massage.
y

Price Skimming

Charge a high price because we have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market. Once other spas were tempted into the market and the services were produced at a lower unit cost.
y

Promotional Pricing

Pricing to promote our services is a very common application. There are many promotional pricing including approaches such as Buy One Get One Free.

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[Business Name] Business Plan [YEAR]

Value to customer: Our customers value Thai massage and beauty service as neither luxury or necessity, it could be something in between because sometimes a client comes who has been recommended by doctors to take Thai massage because it is a cure for many diseases so it is a kind necessity for them. Our beauty services could be labelled as luxury items because mostly those clients arrive who can afford them.

Growth potential:

Nowadays in Australia people are more concerning about their

health and beauty, this makes this kind of business very popular recently and its demand tends to be increasing every year. The Target group is both men and women because as we know well that people like to pamper themselves to be Good-looking without concerning cost. This beauty parlour business is rapidly growing and there is a lot of competition involved in it due to which the sales could be lower

Staffs of Spa industry and health care is projected to increase 27 percent through 2014 in Australia, compared with 14 percent for all industries combined The slowest growing industry segment to 69 percent in the much smaller Spa health care services.

Innovation Research & development (R&D)/innovation activities

Consistently review new products and strategies to maintain market edge.

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Insurance Workers compensation: We have full public liability cover with alliance insurance. Public liability insurance: 20 Million Professional indemnity: 20 Million Product liability: 20 Million Business assets: [Provide details if you have insured your business assets in the event of a fire, burglary, or damage? For example: building, contents, motor vehicles.]

Business revenue: [Provide details if you have insured your business in the event of business interruption where you cannot trade because of a particular event and are unable to make money?]

Risk management

Risk A high turnover is also observed in qualified and trainee staff, as they tend to

Likelihood

Impact

Strategy

High leave for establishing their own massage parlors in their homes. cranky clients High

high

Employee retention

Medium

Avoidance

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People prone to blood clots

Low

High

Documentation

Legal considerations It is a partnership between Suphalak Patulny & Kurt Patulny.

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Suppliers [Who are your main suppliers? What do they supply to your business? How will you maintain a good relationship with them?] Plant and equipment

Equipment

Purchase date

Purchase price

Running cost

Massage table equipment (5 complete) Aesthetician Equipment - (2 room setup) Decor and Furnishings Envision Software & Equipment Signage Back bar Supplies -

$3,795 $2,800 $13,000 $4,000 $3,500 $5,000

Inventory [List your current inventory items in the table below. If you have a substantial inventory, you may prefer to attach a full inventory list to the back of this business plan.]

Inventory item

Unit price

Quantity in

Total cost

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stock

Technology (Software): We are about to implement in-store database system POS to replace the current manual record method.

We have also developed a full online system @ www.sawatdee.com.au and are also now building a universal massage deal site especially for Thai massage & Spa (www.massagedeals.net )

Trading hours: In accordance with DA application 9.30-9pm

Communication channels: Phone , Website , Facebook , Walk In Payment types accepted: Cash , Credit , Online Credit policy: NA payment on service Warranties & refunds: Quality control: Strict process and training of staff maintained quality plus random tests of service quality Memberships and affiliations: ATMS (Australian Traditions Medicine Society)

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[Business Name] Business Plan [YEAR]

The Market In Australia we can find very few people who are professionally trained and could do massage very well. There are very few people who could deliver very high quality massage services or give a good beauty parlour services and this is the reason why exactly most of the schools have also started massage courses. It is one of the most demanding professions emerging in Australia. People here understand that they need to perform their best during work hours so they need good massage in order to decrease their stress. Making massage therapy and beauty parlours is one of the most highly in demand career today.

Market research Having worked in another shop Suphalak has seen the potential of the business model and checking the local area there is no competition in this market. There are several existing day spas and a number of individual LMTs (Licensed Massage Therapists) outside our town/location, but none with our service/product range within a five mile radius.

Competitive edge Our competitive edge is our ability to market effectively and creatively to bring in the clients and then back that up with the best service and products in the business. In addition, our combination of unique services, outstanding location and our interaction with the customers are setting us up for huge success.

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Customer demographics Gender: Male and Female Race: Any Location: Sydney Income: Above $5000 Key customers Every customer is a key customer Customer management

We have a customer retention plan of bonus treatments for every 10 plus run monthly promotional items. We avoid direct marketing and focus on quality and service to speak for us.

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[Business Name] Business Plan [YEAR]

S.W.O.T. analysis [List each of your businesses strengths, weaknesses, opportunities or threats in the table below and then outline how you plan to address each of the weaknesses/threats.]

Strengths

Weaknesses Shop size

Highly Trained Prominent Position Sighted Demand

Fix costs rising ( Rent , Power , Water ) Lack of Staff for Demand

Opportunities

Threats

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Company Relationships ( Corporate Massage ) Brand Development Online Products

New shops opening Price wars Staff Liability Issues

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Your competitors 1- Divine Self It offers complete relaxation from the moment you walk into the door until you leave through the door. Oils have beautiful smelling essentials and besides massage they also offer calm music, smog machine for ambience and soft lighting. They say that once the client lies down he forgets all his worries. During the winter season the bed is heated to make it warm so that the client is comfortable. The massage oil is blended with essential oils to suit your individual needs and are kept warm for extra bliss. 2- Mobile Massage in Sydney

This man Patrick Gorham offers high quality massage services such as therapeutic massage, relaxing massage, swedish massage, remedial massage, sports massage, myofascial and craniosacral therapy, chinese cupping, celtic and natural healing therapy- in the comfort of your own home, office or hotel, cover Sydney CBD, Sydney inner west, Sydney Eastern Suburb, Northern Sydney, Sydney Northern Beaches, Western Sydney or at my massage studio in Sydney Canterbury area (12km to city) for both men and women.

3- Massage World

Their treatments are customised according to the individual situation. They not only offer therapeutic massage but other modality such as acupuncture, Chinese herbal remedies, scraping and cupping to enhance your natural healing ability to improve individuals comfort.

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[Business Name] Business Plan [YEAR]

. 4- Sydney Therapies Sydney Therapies is a natural therapies clinic in the CBD of Sydney offering a variety of services from a team of experienced, qualified practitioners. They have been operating for several years and are strongly committed to helping people resolve their health concerns. Competitor details

Competitor

Established date 2004

Market share (%) [Estimated percentage of market share]

Value to customers Quality

Strengths

Weaknesses

Famous for Bowen technique.

Divine Self

Because of low price Low price and available in Massage World Price different cities. low quality. Sydney Quality Therapists are people consider them of

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Therapies

professionally qualified, registered with relevant association, insured, and most of all, experienced.

Aussie mobile 2002 Massage

Mobility and Mobile service in Sydney service Limited area

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Advertising & sales

Advertising and promotional strategy

Planned promotion /advertising type Broacher Drop , Google SEO , Large shop signage , Word of Mouth Hotel Referrals Online Website Local Networking

Expected business improvement Making customers aware of the shop

Cost ($) [$]

Target date [E.g. Dec 09]

Will increase our customer base Online appointments/ social networking Personal contacts mostly

Sales and marketing objectives 1- Create awareness 2- Increase sales 3- Portray a clean and decent image

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Unique selling position Good brand name and excellent word of mouth, plus ranked no 1 in google searches

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The Future

Vision statement

Sawatdee aim to be an Austrlaian Leader in the Thai Massage & Spa industry in Australia

Mission statement

Constant staff management and training maintaining high levels of standards

Goals/objectives

Action plan

Please note: This table does not include sustainability milestones as they are listed in the sustainability section above.

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Milestone

Date of expected completion

Person responsible

Financial Backing Business plan Logo Design and Business Cards Brochures Business Cards (Initial) Grand Opening(new shop) 36 Clients per Day

1 3 2 2 3 1 1

Owner Owner Owner Owner Owner Owner Owner and Staff

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[Business Name] Business Plan [YEAR]

The Finances

Key objectives and financial review

Financial objectives [List your key financial objectives. These can be in the form of sales or profit targets. You could also list your main financial management goals such as cost reduction targets.]

Finance required [How much money up-front do you need? Where will you obtain the funds? What portion will you be seeking from loans, investors, business partners, friends or relatives, venture capital or government funding? How much of your own money are you contributing towards the business?]

Assumptions

The financial tables on the subsequent pages are based on the assumptions listed below:

[List your financial assumptions. These can include seasonal adjustments, drought or interest rates etc.]

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[Business Name] Business Plan [YEAR]

Supporting documentation

Attached is my supporting documentation in relation to this business plan. The attached documents include:

[List all of your attachments here. These may include resumes, inventory list, survey/questionnaire and/or financial documents.].

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