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ASIGNMENT 
Enterprising Management 
Prepared by: Group 2 
1. Hoàng Hà Mi –Misa ( leader) 
2. Vũ Hồng Nhung- Lisa 
3. Nguyễn Thanh Thủy- Laura 
4. Triệu Thị Ngân-Jenny 
5. Trịnh Thị Hiền-Sady 
6. Ngô Thúy Nga-Moon 
7. Bùi Thị Trinh-Mary 
Date: September 17, 2014
NAME OF OUR SPA, 
LOGO AND SOLOGAN
TABLE OF CONTENTS 
I – EXECUTIVE SUMMARY 
II. THE EXTERNAL ASSESSMENT 
A. The Macro Environment 
B. The Industry/ Sector 
C. The Macro and the Micro Markets 
Summary of Opportunities and Threats 
III. THE INTERNAL ASSESSMENT 
A. Outputs and Outcomes 
B. Resource Allocation 
C. Competitiveness of Physical Facilities 
D. Organizational Competencies and Capabilities 
E. Teams and Individuals 
F. Organizational Affiliations, Alliances and Linkages 
G. Management Processes 
H. Management Functions 
I. Organizational fit 
Summary of Strengths and Weaknesses 
IV – SWOT ANALYSIS 
A. Opportunities 
B. Threats
C. Strengths 
D. Weaknesses 
F. Strategic Options 
V. VISION, MISSION AND OUTCOMES 
A. Vision Statement 
B. Mission Statement 
C. Objectives, Key Result Areas (KRAs) and Performance Indicators (PIs) 
C.1. Objectives 
C.2. Key Result Areas and Performance Indicators (PIs) 
D. Action Plan 
D.1. Strategies 
D.2. Programs 
D.3. Activities and Tasks 
D.4. Resource Allocation 
D.5. Marketing Program 
D.6. Operating Program 
D.7. Human Resources Program 
D.8. Finance Program
I. EXECUTIVE SUMMARY 
Rishe spa is a new upscale destination in Thai Nguyen city, offering a complete day spa 
experience. We offer seven ultra-chic, ultra-comfortable treatment rooms with the finest spa 
linens and equipment. We offer massage in a variety of styles - traditional Swedish Massage, 
Deep Tissue work, Hot Stone Massage, Reflexology, Sports, Pregnancy and others. We also 
offer facial and body treatments, like a Vitamin C Antioxidant Facial and Demalogica's Anti- 
Free Radical Treatment. The day spa has the latest in anti-aging products and techniques but 
does NOT offer services on hair such as cutting, styling and coloring. The only time a pedicure 
would be provided, is when it's part of a full treatment. In fact, for location, we prefer being 
located near hair and nail salon for co-marketing opportunities. 
1.1 Objectives 
1. Achieve $31,000 in sales the third month after opening by performing 14 services per day. 
2. Achieve $62,550 in sales the six month after opening by performing 29 services per day. 
3. Have a local client return rate of 90% by the end of the first six months. 
4. Become an established community Spa destination by the end of the first 12 months. 
5. Perform 53 services per day by the end of the first year. 
1.2 Mission 
Our mission is to run a profitable business by providing high-end therapeutic massage and 
aesthetician services in a caring, upscale, professional environment. We offer massage in a 
variety of styles - traditional Swedish Massage, Sports Massage, Deep Tissue work, Sports 
Massage, Hot Stone Massage, Reflexology, and others. Our licensed Demalogical offer the latest 
in skin treatments, body treatments and anti-aging therapies. 
Our goal is to tailor the client's experience based on initial interview information, as well as 
feedback during the treatments, to ensure the client's comfort and satisfaction, and to increase 
repeat business. We are mindful of the overall experience - using only the finest oils and lotions, 
beauty treatments and aromatherapies. Special lighting, music, decor, and textiles are used
throughout the spa to complete the comfortable, plush environment and enhance the client's 
overall spa experience. 
1.3 Keys to Success 
Marketing, Marketing, Marketing - Owner is a proven, 15-year sales executive. Marketing will 
be the first strength to our success and a huge competitive edge. 
Professionalism: Which includes everything from maintaining confidentiality, to hiring the very 
best LMT and Demalogycal. 
Individual Attention: Each client's experience will be tailored to his or her preference. 
Repeat business/Recommendations: giving the kind of service that brings people back for regular 
treatments, and encourages clients to recommend us to friends, and other health professionals to 
recommend their clients. 
Unique Treatments: We have the latest in techniques with the best products from around the 
world. 
Fantastic Location: Thai Nguyen city 
II. THE EXTERNAL ASSESSMENT 
Politics and Legal 
Vietnam is managed on socialist principles. Vietnam has a stable political environment, this 
creates opportunity for businesses to invest in long term in Vietnam. Furthermore, the 
government decreases corporation tax from 22% to 20%. Nowadays, Vietnam is ready to 
welcome the foreign investors with open arms. Specially, Thai Nguyen city had high population 
and Thai Nguyen has abundant labor force resources (from industrial and universities). 
The government has recently had a serious of adjustment measures to curb inflation, reduce 
public debt, tighten government spending, reorient capital flows into manufacturing sector, spur 
economic growth. 
Antitrust law in Vietnam is constructed too slow, the matter leads to unhealthy competition.
Consumer law was published in 2011, however people don’t understand it well. They can’t 
protect themselves when getting conflict. 
Employment law was completed in 2013 with a lot of new clauses, which can protect the 
employees and women 
Economy 
The index of inflation is about 4.77% in the first six months in this year as a signal that the target 
of keeping inflation, macroeconomic stability of Vietnam was proved efficiently. It also is a 
warning about the lower purchasing power of the economy. 
Interest rate is reducing sharply, reaching the lowest point at 7% in recent years. However, it’s 
just good for big enterprises having resiliency manufactory capacity, small and medium 
enterprises meet with difficult approaching low interest capital. 
Labor costs in Vietnam are not competitive because of the lack of worker qualifications. On one 
hand, the salary of workers without qualifications is not lower than others country in Asian. On 
the other hand, the shortage of worker qualifications remains a great challenge to companies. 
Social 
Vietnam has about 90.7 million people, the rate of population growth is 1.3 in a period from 
2009 – 1014. According to estimate, Vietnam has been in the golden population period, it has 
contributed nearly 15% of economic growth. 
Vietnam education system includes pre-school, elementary school, secondary high, high school 
and college. Despite achieving some educational achievements but Vietnam still has existing 
problems, leading to poor quality of education. 
Vietnamese has many bad habits that need to be changed. 
Technology 
Vietnam is a technologically backward country. Vietnam is now in the period of national 
industrialization and modernization with a socialist orientation.
Nowadays, communication and internet in Vietnam are developing strongly. The government 
takes interest in the environment to create favorable conditions for the activities of science, 
technology making the best of its potential. 
Environment 
Vietnam is located in the tropical and temperate zone. It is characterized by a strong monsoon 
influence, a considerable amount of sunny days, and with the high rate of rainfall and humidity. 
The climate is divided into two distinguished two seasons: The cold season ( from November to 
April ) and The hot season ( from May to October ). The most noticeable seasonal changes in 
temperature are found in the Northern provinces, where a difference of 12 degrees is possible. 
The macro market 
Population 
Thai Nguyen has a population of about 1,2 million with 26% living in urban area and about 
90,000 students from 20 universities and colleges in Thai Nguyen. 
Economy 
The economic growth reached 9,1% of GDP, income of per head was 25,7 million in 2012. Thai 
Nguyen still has some limitations, such as small scale economy, un-comprehensive facilities, 
transportation infrastructure remaining difficulties, low value of industrial production. 
Politics: 
Thai Nguyen government launched policies to attract foreign investment and encourage domestic 
investment. 
Culture and society 
Thai Nguyen is a multiform communication and also is an industrial province. Thus, most people 
work in industrial zone, factory. 
The micro market
Competitor 
Opening a spa is popular business in Thai Nguyen city with small capital. There are a lot of 
beauty spa within a radius of ten kilometers from the city center. Almost of these spa are near the 
city center and universities, most of their customers are students and office workers. However, 
there are of these spa is less than 100 square meters. 
Customer 
Rishe spa aims to target mass market, everyone can be our customers. They are students and 
office workers who want to more beauty. We will maintain amount of loyal customers, it will be 
the main profit. 
Customers go to our spa can enjoy beauty services and advise from beauty consultants with nice 
spa to relax. We’re provided best services with high technological and perfect cosmetic from 
famous brand in the US. 
Supplier 
Demalogycal will be the main supplier for support our beauty service and cosmetics. We search 
for supplier from the South of Vietnam to provide nice spa with high-quality for customers. 
Summary of Opportunities and Threats 
 Opportunities 
+ Broaden their target market: Sources we have exclusive product should continue to 
expand more on the basis of provinces and cities across the country. 
+ Merging, taking over or forming strategic alliance with other spa : we do not have a 
reputation in the market so we will associate with a given number of other spa laying its 
products to consumers across the country. 
+ Continuously expanding: customers will be growing, so we will continue to invest in 
expansion and upgrading of its customers better and better
 Threats 
+ Rising prices of cosmetic and service: large current import capacity cosmetic from 
many other countries in the world (likely Korean brand, Japan etc) with price are cheaper, 
so this will be a huge challenge for our cosmetic. 
+ Increased competition from local spa and other spa chains: on the market has a lot of 
beauty spa and has created a reputation in the market so we will face huge competition to 
be able to stand firm in the market. 
III. THE INTERNAL ASSESSMENT 
A. Outputs and Outcomes 
1. Output 
 Toal sale products and services per day: 20 customers per day. 
 Average pricesale products and services per day: 500.000 VND per day. 
 Average revenue: 10.000.000 VND per day. 
2. Outcomes 
Total expense per day 6.650.000 VND 
Revenue per day 10.000.000 VND 
Profit per day 3.350.000 VND 
Profit per month 100.500.000 VND 
Profit per year 1.206.000 VND
B. Resource Allocation 
1. Human resource 
2. Provide material source and training place 
+ Beauty products: provided directly from Dermalogica USA. 
+ The experts are trained in the USA and Vietnam. 
C. Competitiveness of Physical Facilities 
 Models construction: include 3 floor, ground floor, first floor, second floor and terrace 
(with pool on the terrace). 
 Home Spa near city center so traffics is favorable. 
 There are offices around so focus many staff. 
 Delivery full professional services, friendly staff, a relaxing atmosphere and unique style. 
 We pledge to give customer an experience that will leave them glowing both inside and 
out. 
D. Organizational Competencies and Capabilities 
Organizational Capability: 
 focuses on internal processes and systems for meeting customer needs 
 creates organization-specific competencies that provide competitive advantage since they 
are unique 
CEO AND BOARD OF 
DIRECTORS 
ACCOUNT & FINANCE SALES & MARKETING ADMINISTER& HUMAN 
RESOURCE 
PROCUREMENT & 
PROJECT
 ensures that employee skills and efforts are directed toward achieving organizational 
goals and strategies 
Organizational Capability enhances perceived customer value in three ways: 
 Responsiveness: the ability of the business to understand and meet customer needs more 
quickly than competitors 
 Relationships: the ability of a business to develop enduring relationship between 
customer and employee 
 Service quality: the ability of business to design, develop and deliver service that meets 
or exceeds customer expectations. 
E. Teams and Individuals 
The interest in team building: 
Well, look what teams in a business environment can achieve: 
 They can generate a wider range of ideas and innovation than individuals; 
 They are able to motivate themselves; 
 They can bounce ideas off each team member; 
 They often take more risks than individuals; 
 They have a range of personalities such as workers, thinkers, leaders who contributethe 
right balance of skills necessary to achieve high performance; 
 They support each other and are not just task-orientated; 
 They can be a support mechanism which provide mentoring and allow others to grow in 
self-confidence 
If you have the individuals with the potential to create a high performing team, just imagine what 
they could achieve for your sales, productivity or bottom line! 
However, it is important for people to recognize that there is a difference between team building 
and team development or team working. Team building involves bringing together new teams 
and giving them a sense of direction, a period of getting to know their colleagues, recognizing 
skills and abilities. Team development is the next stage, which involves team working skills such 
as sharing ideas, co-operating, being open and supporting one another. A common mistake our 
clients make when they first approach is to confuse the term team building with team working. 
We believe that if you cannot define the problem, then it is difficult to fix it.
F. Organizational Affiliations, Alliances and Linkages 
+ Organizational Affiliation 
Formal relationships established between otherwise independent organizations. These include 
affiliation agreements, interlocking boards, common controls, hospital medical school 
affiliations, etc. 
+ The implementation of strategic alliances 
Alliance implementation issues include the choice of governance mechanisms, enhancing trust 
and reciprocity between partners, managing the integration of project staffs from different to 
their collaboration. 
+Proposals for funding under the Linkage Projects scheme must include at least one Partner 
Organization. The Partner Organization must make a contribution in cash and/or in kind to the 
project. The combined Partner Organization contributions for a Proposal (i.e. the total of the cash 
and in-kind contributions of the Partner Organizations) must at least match the total funding 
requested. 
G. Management 
1. Planning 
a. Estimation of investment and spa business 
We will construct estimates of Investment and Business includes total investment cost, 
expected revenues and expenses in the spa and norms. This helped investors active in the 
preparation of financial resources, cost control and predictable revenue spa. Thus will 
avoid great losses in the industry and our business processes 
b. Design 
+ Functional areas: Both guests and staff feel comfortable in the spa. nice relaxing space 
+ Color: harmonious, relaxed feeling. 
+ Design attention in furniture design massage bed, chair foot massage, locker,... are not 
giving customers ease of use of this furniture. 
+ Electrical system, lighting, air conditioning, water, communications, machinery and 
specialized equipment properly. 
+ Create a wonderful spa, simple but luxurious and cost savings for investment. 
2. Assessment 
 + Collect data of feedback from customers. 
 Find out advantages and weaknesses. 
 Develop appropriate plans to develop spa 
 Training 
 Report summarizing each month in revenue and customer comments
3. Recognition : 
 Rishe spa try become a famous spa in Thai Nguyen 
 Expand scale of spa 
 
4. Career development 
 Training for staffs 
 Buy new equipment 
 Reach 753 million VND for first years 
H. Four function of management 
1, Planning 
The planning function of management controls all the planning that allows the organization 
to run smoothly. Planning involves 
 Defining a goal: 
+ Open biggest spa in Thai Nguyen. 
+ Provide best services and product (Dematically) for customer. 
 Determining the most effective course of action needed to reach that goal. 
+ Equipment. 
+ Quality. 
+ Price. 
+ Attitude with customer 
+ Advertising. 
Typically, planning involves flexibility, as the planner must coordinate with all levels of 
management and leadership in the organization. 
2, Organizing 
The organizing function of leadership controls the overall structure of the company. The 
organizational structure is the foundation of a company; without this structure, the day-to- 
day operation of the business becomes difficult and unsuccessful.
Organization of Rishe 
3, Staffing 
Support 
service 
Director 
The staffing function of management controls all recruitment and personnel needs of the 
organization. The main purpose of staffing is to hire the right people for the right jobs to 
achieve the objectives of the organization. Staffing involves more than just recruitment; 
staffing also encompasses training and development, performance appraisals, promotions and 
transfers. Without the staffing function, the business would fail because the business would 
not be properly staffed to meet its goals 
4, Coordinating 
The coordinating function of leadership controls all the organizing, planning and staffing 
activities of the company and ensures all activities function together for the good of the 
organization. Coordinating typically takes place in meetings and other planning sessions with 
the department heads of the company to ensure all departments are on the same page in terms 
of objectives and goals. Coordinating involves communication, supervision and direction by 
management 
5, Controlling 
A CEO is responsible for running the spa by which he or she is employed. The Rishe spa 
function more like resorts, where guests come to stay for several days, and may receive 
treatments such as massages, body treatments, or hydrotherapy. 
The duties of a spa CEO will be to provide excellent customer service and to supervise spa 
employees. A spa manager may also be responsible for creating advertising. The manager 
hires new employees, and terminating the employment of others if it becomes necessary. 
Leader team 
Product Training Manager 
Spa 
sale and 
marketing 
Operations Accounting 
Leader team Leader team
The spa manager needs to answer questions if other employees cannot. The manager may 
also need to be responsible for accounting at the spa, keeping track of the income and 
balancing accounts every day, or every week, and making deposits at the bank. 
The spa CEO responsible for keeping track of inventory at the salon, and ordering new 
supplies as needed. Promoting the spa might be another large part of the job, but many 
business outsource this work to advertising companies. 
I. Organizational fit 
There are so many parts to an organization’s fitness and performance; i.e. financial, sales, 
customer service, production and/or services offered and then of course, the processes and the 
right people to make it all come together. 
Identifies strengths and "at risk" areas that need immediate attention for improvement. Give 
immediate focus and attention to a problem area that needs to be fixed - and, a way to begin to 
correct the identified issues. The Six Disciplines BPA is the quickest and most effective way for 
you (and all of your Leadership team) to rate your organization's performance on the key 
dimensions of: 
- Leadership 
-Strategic planning 
-Customer focus 
-Measurement, analysis and knowledge management 
-Workforce focus 
-Operations focus 
-Results. 
Summary of Strengths and Weaknesses 
 Strengths 
Rishe is the first spa follows European style in Thai Nguyen. We are exclusive distributor of 
Dermalogica cosmetic ( a famous cosmetic brand from USA with 80 years of experience in the 
beauty industry) In addition, the Spa provides variety of unique services with high technology. 
We have a staff of experienced professional skill. They will respond customers needs in the best. 
 Weaknesses 
Rishe is a new brand, so we have no reputation. It is difficult to attract and build the trust with 
customers.
The target market of Spa is focus on high-end customers, who are rich women with high income 
so there is a limit market to develop. 
IV – SWOT ANALYSIS 
 New brand 
 Exclusive distributor of Dermalogica 
cosmetic 
 Unique services 
 Employees with professional skill 
B. Opportunities D. Threats 
 Potential market 
 Convenience transportation 
 Exclusive products 
F. Strategic Options 
A. Strengths B. Weaknesses 
 Limit the target market( Rich women) 
 No reputation 
 Great name of Spa 
 Competition with long time spa. 
 New competitors 
 Incessantly change of beauty trend 
Based on Strategic Options 
Weaknesses 
1. Limit the target market 
( Rich women) 
2. No reputation 
1.1 Provide unique and professional 
services, luxury cosmetics. 
1.2 Training staff in attitude and 
professional skill. 
2.1 Advertise on social media, 
magazine… 
2.2 Open events to introduce products and 
services. 
2.3 Gift sample products and testing 
services for customers 
V. VISION, MISSION AND OUTCOMES 
A. Vision: 
 Expecting the customer satisfaction: The vision of our spa as a brand is to ensure that our 
customers get what they are looking for. Providing clients with only the best in cosmetic 
and beauty services, we hope that every service in the spa will either meet or exceed your 
expectations. 
 Employee expectation: Our personnel continue with their training and development in 
terms of skill sets. Stay on time, be consistent, and provide the highest level of customer
service in the field of cosmetology. Customer shall be treated to a warm, friendly, and 
helpful staff when visit the spa. 
 Position expectation: To be the most admired spa specializing in a high quality beauty 
services and premium products in Thai Nguyen: There are numerous spa and beauty 
salon around city center area. What makes our spa stand out? It is the quality of service 
that we provide and the satisfaction that customers get out of the spa. Our spa focuses 
skin and body care services. As a result of this sense of concentration, we are able to 
come up with unique, personalized beauty services and high quality cosmetics for 
customer. 
B. Mission: 
 For customer: Brings a new insight into beauty service with professional and high quality 
beauty solutions: Committed to delivery full professional services, friendly staff, a 
relaxing atmosphere and unique style. We pledge to give customer an experience that will 
leave them glowing both inside and out.Contribute to improve the spiritual value for 
ladies 
 For employees: Spa providing a professional, friendly and fair working environment. 
Employees are given opportunity to develop themselves. They are dedicated, recognized 
and get preferential treatment. 
 For society: Joining hands to bring the beauty for society. Providing high quality services 
and products. Contributing to promote the advancement of society. 
C. Objectives, Key Result Areas (KRAs) and Performance Indicators (PIs)
OBJECTIVE KRA PI STRATEGY 
1 Revenue Target sales monthly 
300.000.000 VND 
Per month. 
Offering promotion 
2 Reach Target monthly customer. 600 customers per month 
Creating the unique style in products and 
services 
3 
Responsiveness 
a, Responsibility with 
customer 
(comment, feedback 
from customer) 
b, Employees 
responsibility 
c, Social 
responsibility 
Organize a survey one time per 
3 months. 
Create favorable conditions of 
work for labors in Thai 
Nguyen. 
-Commitment to contribute to 
the economic growth. 
-Contribute to increased social 
welfare. 
-Protect customers 
-Protect the environment 
Receive 90% feedback 
of customers. 
2,5-8 million VND 
(salary per month) 
40.000.000 each year for 
social welfare 
-Connecting with customer 
-Evaluating the quality of products and services 
Recruitment and training staff 
Creating charity activities through sale of 
products and services 
4 Recognition 
Get the loyal of customer to 
services and product 
90% customers satisfy 
with service and product 
Providing the good products and different 
services for high-end customer. 
5 Rating 
Get the international standard 
in beauty industry 
Get the 1st position in 
Thai Nguyen city 
Promoting the image of the spa on social media 
6 
Return 
a, Return on capital. 
Target one year 
200-250 millions VND 
-reinvested to improve the equipment. 
-Pay for problems arising.
b, Return investment: 
Target one year 
3 billions VND. 
-Expand spa size in Thai Nguyen. 
-Open a new spa in Ha Noi capital. 
D. Action Plan 
STRATEGY PROGRAM ACTIVITIES TASK 
RESOURCES 
AMOUNT 
RESPONSIBLE 
PERSON 
TIMEFRAME 
1. Offering 
promotion 
Customer 
attractive 
program 
Make some 
events and 
promotion sales. 
-Invite the target 
customer 
-leaflet and 
banner 
40,000,000 VND for 
an event and 
promotion program 
Marketing manager 
Special days of 
year (valentine, 8.3. 
Christmas…) 
Organize“ Gold 
time- shock 
price” 
-Announcement 
-Conduct 
matching activity 
Gift a preferential 
card at 500.000 
VND for each 
service and product 
Sale manager 
From 8am to 9am 
on each Saturday
2 , Providing 
the good 
products and 
services for 
high-end 
customer. 
Product and 
service 
customer 
matching 
program 
Gift the sample 
cosmetic to 
target customer 
-Identify 
suppliers 
-Buy cosmetic 
6 millions for 100 
cosmetics 
Marketing 
manager/sales 
manager 
One time per 4 
Free using months 
-Identify amount 
services for 30 
15 millions for free 
of customer and 
first customers 
services 
time for activity 
since opening. 
3,Recruitment 
and training 
staff 
Recruitmentday 
Recruit 
employees 
-Identify vacancy 
-Announcement 
recruitment 
information 
80 million VND for 
hiring professors 
Human resource 
manager 
1st week of 
October 2014. 
Training 
program 
Open short-training 
courses. 
-Identify weak 
skills of staff 
-Invite professors 
have many 
experiences in 
beauty sector for 
training. 
40 million VND for 
equipment and 
others expensive. 
1st week of 
December 2014
4,Promoting the 
image of the spa 
on social media 
Advertising 
program 
Marketing Program 
Advertise on: 
-Facebook 
-Youtube 
-Own website of 
spa 
- Create account 
on Facebook and 
Youtube 
- Hire designer to 
build the website 
- Define 
informations to 
show on own 
website 
Special Marketing program: ‘’ Promotional Gold Sunday’’ 
-10 millions for 
hiring and other 
expenses 
 The reason: Attract customers and advertise brand for Opening in 24/12/2014 
 Target Market: 
- Family 
- Group 
- Organization 
 Customer needs: want to rest and relax with family, friends and colleagues. 
 Price and packages of the service: 
Marketing manager 
During business 
- Package 1: 7am-9am and 3pm – 5pm on every Sunday discount 20% for customers from 4 people or more, 30% for 
customers from 8 people or more. 
- Package 2: The different hours discount 10% for everyone.
- Table of Price: 
Services General price 
(VND) 
Package 1(VND) Package 2 
Over 4 people Over 8 people (VND) 
Swedish Style 300.000 240.000 210.000 270.000 
Hot Stone 350.000 280.000 245.000 310.000 
Whole body 
300.000 240.000 210.000 270.000 
Reflexology 
Foot Massage 100.000 80.000 70.000 90.000 
Scalp Massage 150.000 120.000 105.000 130.000 
Aroma therapy 75.000 60.000 52.500 67.500 
Deep Cleansing 
200.000 160.000 140.000 180.000 
Facial 
Anti Ageing Facial 200.000 160.000 140.000 180.000 
 The Marketing activities: 
- Leaflet drops (distribute in communities, agencies and other populated areas) 
- Advertising on magazines (on famous magazines such as: ‘’Đẹp+… ‘’and ‘’Tiếp thị và gia đình’’) 
- Own company’s website (show detail information of the promotional program. Videos and images of company’s services) 
- Posters, catalogs and banners (show some pictures of company, main services and information about ‘’Promotional Gold 
Sunday’’) 
 The main objectives:
+ Attract customers (We spend about 20% of service’s price to attract at least 3 clients, 30% of service’s price to attract at least 
7 clients) 
+ Increase sales (revenue achieves 200% compared to weekdays) 
 Additional results: 
- Build the name and reputation 
- Exploration and market assessment 
- Keep in touch with customers 
- Expand company’s business network. 
Operating Program 
 List all the materials required to make this happen: 
- Design attractive cover 
- Print and bind high quality copy 
- Own company’s website 
 Other resources: 
- Time: the program is prepared before 1 week and will be implemented on the first Sunday of the opening week. (Intent: on 
Sunday of the first 2 weeks, depending on the requirement and reaction of customers) 
- Money: about 2.000.000VND (estimate: 600.000VND for advertising on magazines, 50.000VND for 1000 leaflet drops, 
400.000VND for distributing leaflets, the remaining funds for banners, posters and things arise. Designers and staff are paid 
monthly)
- People: 
+ Designers (Design cover, posters, catalogs, banners…) 
+ Customer Care Staff on company’s website (answer all customer’s questions about services and promotions of the 
company) 
+ Direct Care Staff 
+ 2 distributors (distribute leaflets). 
- Summary and evaluation Docket on the end of day. 
Human resource program: 
 Training and development human resource: 
+ Organizing training courses to professional development for our staffs. 
+ Given rewards for best staff 
+ Encourage and provide opportunities for staff development 
 Reorganizing work units to be more efficient. 
 Leadership: Strengthen leadership capability to encourage high levels of performance and productivity that sustain excellence. 
 Efficiency and effectiveness: Achieve financial efficiency and increase operational effectiveness of our spa. 
FINANCIAL STATEMENT 
A. Statement of Financial Position
Current assets 
$ 350,000 
50,000 
1,000 
9,600 
4,200 
32,298 
700 
447,798 
Statement of Financial Position 
As at December 31, 2015 
Cash 
Accounts Receivable 
Office Supplies Unused 
Prepaid Rent 
Prepaid Advertising 
Prepaid materials and bottles 
Prepaid Insurance 
Total Current assets 
Non-current assets 
RISHE 
ASSETS 
Furniture and Fixtures 60,000 
Accum. Depreciation - Furniture and Fixtures (6000) 
Total non-current assets 54000 
TOTAL ASSETS 501,798 
LIABILITIES 
Current liabilities 
Accounts Payable 109,800 
Interest payable 800 
Wages payable 40,800 
Total liabilities 151,400 
OWNER'S EQUITY 
Capital 350,398 
TOTAL LIABILITIES AND OWNER'S EQUITY 501,798
B. Income statement 
Revenue $ 120,000 
Operating expenses: 
40,800 
500 
7,500 
1,200 
4,200 
32,298 
9,600 
700 
6,000 
800 
103,598 
16,402 
3,280 
13,122 
Office supplies expense 
Internet expense 
Advertising expense 
Materials 
Rent expense 
Insurance expense 
Depreciation expense - furniture and fixtures 
Interest expense 
Total expense: 
GROSS INCOME: 
Less: Income tax(20%) 
NET INCOME 
RISHE 
Income statement 
For the year ended December 31, 2015 
Less: Salaries and wages expense 
Utilities Expense
C. Statement of Changes in Owner's Equity 
$ 350,398 
13,122 
(85,550) 
Statement of Changes in Owner's Equity 
For the year ended December 31, 2015 
Owner, Capital, January 1, 2015 
Profit for the period 
RISHE 
Owner, Drawing 
Owner, Capital, December 31, 2015 277,970
D. Cash Flow Statement 
RISHE spa 
Cash Flow Statement 
For the year ended 31,Dec 2015 
CASH FLOWS FROM OPERATING ACTIVITIES 
Cash receive from customers 100,000 
Cash paid for 
Suppl iers and uti l ities expenses -8,000 
Wage expenses -40,800 
Interest -800 
Others expenses -25700 
Income taxes -8,940 
Net cash from operating activities 15,760 
CASH FLOWS FROM INVESTING ACTIVITIES 
Purchase of materials -32,298 
Purchase of funiture and fixtures -60,000 
Net cash used in investing activities -92,298 
CASH FLOWS FROM FINACING ACTIVITIES 
Investment by owner 350,398 
Drawing by owner -85,550 
Net cash used in finacing activities 264,848 
Net increase in cash held 188,310 
Cash at beginning of year 350,000 
Cash at end of year 538,310
E. Computation: Payback Period of money (PP), Net Present Value (NPV), Accounting Rate on Return 
(ARR), Return on Investment (ROI) and Return on Equity (ROE) 
 PP (Payback Period of money) 
$ 13,122 
6,000 
19,122 
Net cost of investment 
PP = ------------------------------------------ 
Annual net cash inflows 
60,000 
PP = ------------------------------------------ 
19,122 
PP = 3.13775 years 
or 3 years and 2 months 
Net income 
Add: depreciation 
Net cash inflow
 NPV ( Net Present Value) 
Present value of cash inflows: 
Cash PV of 
Year Inflows PVF Cash Inflows 
1 160,000 0.90017 144,027 
2 182,500 0.81031 147,881 
3 208,375 0.72942 151,992 
4 238,132 0.65660 156,357 
5 272,351 0.59105 160,973 
Total present value of cash inflows 761,231 
Less: Net investment 410,398 
Net Present value 350,833
 ARR (Accounting Rate on Return) 
Net income 
ARR = ---------------------------------------- 
Investment 
13,122 
= ---------------------------------------- 
410,000 
= 3.20%
 ROI (Return on Investment) 
Net income 
ROI = ---------------------------------------- 
Total expense 
13,122 
= ---------------------------------------- 
103,598 
= 12.67%
 ROE ( Return on Equity) 
Net income 
ROE = ---------------------------------------- 
Shareholder'equity 
13,122 
= ---------------------------------------- 
281,250 
= 4.67%

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Final bussiness plan

  • 1. ASIGNMENT Enterprising Management Prepared by: Group 2 1. Hoàng Hà Mi –Misa ( leader) 2. Vũ Hồng Nhung- Lisa 3. Nguyễn Thanh Thủy- Laura 4. Triệu Thị Ngân-Jenny 5. Trịnh Thị Hiền-Sady 6. Ngô Thúy Nga-Moon 7. Bùi Thị Trinh-Mary Date: September 17, 2014
  • 2. NAME OF OUR SPA, LOGO AND SOLOGAN
  • 3. TABLE OF CONTENTS I – EXECUTIVE SUMMARY II. THE EXTERNAL ASSESSMENT A. The Macro Environment B. The Industry/ Sector C. The Macro and the Micro Markets Summary of Opportunities and Threats III. THE INTERNAL ASSESSMENT A. Outputs and Outcomes B. Resource Allocation C. Competitiveness of Physical Facilities D. Organizational Competencies and Capabilities E. Teams and Individuals F. Organizational Affiliations, Alliances and Linkages G. Management Processes H. Management Functions I. Organizational fit Summary of Strengths and Weaknesses IV – SWOT ANALYSIS A. Opportunities B. Threats
  • 4. C. Strengths D. Weaknesses F. Strategic Options V. VISION, MISSION AND OUTCOMES A. Vision Statement B. Mission Statement C. Objectives, Key Result Areas (KRAs) and Performance Indicators (PIs) C.1. Objectives C.2. Key Result Areas and Performance Indicators (PIs) D. Action Plan D.1. Strategies D.2. Programs D.3. Activities and Tasks D.4. Resource Allocation D.5. Marketing Program D.6. Operating Program D.7. Human Resources Program D.8. Finance Program
  • 5. I. EXECUTIVE SUMMARY Rishe spa is a new upscale destination in Thai Nguyen city, offering a complete day spa experience. We offer seven ultra-chic, ultra-comfortable treatment rooms with the finest spa linens and equipment. We offer massage in a variety of styles - traditional Swedish Massage, Deep Tissue work, Hot Stone Massage, Reflexology, Sports, Pregnancy and others. We also offer facial and body treatments, like a Vitamin C Antioxidant Facial and Demalogica's Anti- Free Radical Treatment. The day spa has the latest in anti-aging products and techniques but does NOT offer services on hair such as cutting, styling and coloring. The only time a pedicure would be provided, is when it's part of a full treatment. In fact, for location, we prefer being located near hair and nail salon for co-marketing opportunities. 1.1 Objectives 1. Achieve $31,000 in sales the third month after opening by performing 14 services per day. 2. Achieve $62,550 in sales the six month after opening by performing 29 services per day. 3. Have a local client return rate of 90% by the end of the first six months. 4. Become an established community Spa destination by the end of the first 12 months. 5. Perform 53 services per day by the end of the first year. 1.2 Mission Our mission is to run a profitable business by providing high-end therapeutic massage and aesthetician services in a caring, upscale, professional environment. We offer massage in a variety of styles - traditional Swedish Massage, Sports Massage, Deep Tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others. Our licensed Demalogical offer the latest in skin treatments, body treatments and anti-aging therapies. Our goal is to tailor the client's experience based on initial interview information, as well as feedback during the treatments, to ensure the client's comfort and satisfaction, and to increase repeat business. We are mindful of the overall experience - using only the finest oils and lotions, beauty treatments and aromatherapies. Special lighting, music, decor, and textiles are used
  • 6. throughout the spa to complete the comfortable, plush environment and enhance the client's overall spa experience. 1.3 Keys to Success Marketing, Marketing, Marketing - Owner is a proven, 15-year sales executive. Marketing will be the first strength to our success and a huge competitive edge. Professionalism: Which includes everything from maintaining confidentiality, to hiring the very best LMT and Demalogycal. Individual Attention: Each client's experience will be tailored to his or her preference. Repeat business/Recommendations: giving the kind of service that brings people back for regular treatments, and encourages clients to recommend us to friends, and other health professionals to recommend their clients. Unique Treatments: We have the latest in techniques with the best products from around the world. Fantastic Location: Thai Nguyen city II. THE EXTERNAL ASSESSMENT Politics and Legal Vietnam is managed on socialist principles. Vietnam has a stable political environment, this creates opportunity for businesses to invest in long term in Vietnam. Furthermore, the government decreases corporation tax from 22% to 20%. Nowadays, Vietnam is ready to welcome the foreign investors with open arms. Specially, Thai Nguyen city had high population and Thai Nguyen has abundant labor force resources (from industrial and universities). The government has recently had a serious of adjustment measures to curb inflation, reduce public debt, tighten government spending, reorient capital flows into manufacturing sector, spur economic growth. Antitrust law in Vietnam is constructed too slow, the matter leads to unhealthy competition.
  • 7. Consumer law was published in 2011, however people don’t understand it well. They can’t protect themselves when getting conflict. Employment law was completed in 2013 with a lot of new clauses, which can protect the employees and women Economy The index of inflation is about 4.77% in the first six months in this year as a signal that the target of keeping inflation, macroeconomic stability of Vietnam was proved efficiently. It also is a warning about the lower purchasing power of the economy. Interest rate is reducing sharply, reaching the lowest point at 7% in recent years. However, it’s just good for big enterprises having resiliency manufactory capacity, small and medium enterprises meet with difficult approaching low interest capital. Labor costs in Vietnam are not competitive because of the lack of worker qualifications. On one hand, the salary of workers without qualifications is not lower than others country in Asian. On the other hand, the shortage of worker qualifications remains a great challenge to companies. Social Vietnam has about 90.7 million people, the rate of population growth is 1.3 in a period from 2009 – 1014. According to estimate, Vietnam has been in the golden population period, it has contributed nearly 15% of economic growth. Vietnam education system includes pre-school, elementary school, secondary high, high school and college. Despite achieving some educational achievements but Vietnam still has existing problems, leading to poor quality of education. Vietnamese has many bad habits that need to be changed. Technology Vietnam is a technologically backward country. Vietnam is now in the period of national industrialization and modernization with a socialist orientation.
  • 8. Nowadays, communication and internet in Vietnam are developing strongly. The government takes interest in the environment to create favorable conditions for the activities of science, technology making the best of its potential. Environment Vietnam is located in the tropical and temperate zone. It is characterized by a strong monsoon influence, a considerable amount of sunny days, and with the high rate of rainfall and humidity. The climate is divided into two distinguished two seasons: The cold season ( from November to April ) and The hot season ( from May to October ). The most noticeable seasonal changes in temperature are found in the Northern provinces, where a difference of 12 degrees is possible. The macro market Population Thai Nguyen has a population of about 1,2 million with 26% living in urban area and about 90,000 students from 20 universities and colleges in Thai Nguyen. Economy The economic growth reached 9,1% of GDP, income of per head was 25,7 million in 2012. Thai Nguyen still has some limitations, such as small scale economy, un-comprehensive facilities, transportation infrastructure remaining difficulties, low value of industrial production. Politics: Thai Nguyen government launched policies to attract foreign investment and encourage domestic investment. Culture and society Thai Nguyen is a multiform communication and also is an industrial province. Thus, most people work in industrial zone, factory. The micro market
  • 9. Competitor Opening a spa is popular business in Thai Nguyen city with small capital. There are a lot of beauty spa within a radius of ten kilometers from the city center. Almost of these spa are near the city center and universities, most of their customers are students and office workers. However, there are of these spa is less than 100 square meters. Customer Rishe spa aims to target mass market, everyone can be our customers. They are students and office workers who want to more beauty. We will maintain amount of loyal customers, it will be the main profit. Customers go to our spa can enjoy beauty services and advise from beauty consultants with nice spa to relax. We’re provided best services with high technological and perfect cosmetic from famous brand in the US. Supplier Demalogycal will be the main supplier for support our beauty service and cosmetics. We search for supplier from the South of Vietnam to provide nice spa with high-quality for customers. Summary of Opportunities and Threats  Opportunities + Broaden their target market: Sources we have exclusive product should continue to expand more on the basis of provinces and cities across the country. + Merging, taking over or forming strategic alliance with other spa : we do not have a reputation in the market so we will associate with a given number of other spa laying its products to consumers across the country. + Continuously expanding: customers will be growing, so we will continue to invest in expansion and upgrading of its customers better and better
  • 10.  Threats + Rising prices of cosmetic and service: large current import capacity cosmetic from many other countries in the world (likely Korean brand, Japan etc) with price are cheaper, so this will be a huge challenge for our cosmetic. + Increased competition from local spa and other spa chains: on the market has a lot of beauty spa and has created a reputation in the market so we will face huge competition to be able to stand firm in the market. III. THE INTERNAL ASSESSMENT A. Outputs and Outcomes 1. Output  Toal sale products and services per day: 20 customers per day.  Average pricesale products and services per day: 500.000 VND per day.  Average revenue: 10.000.000 VND per day. 2. Outcomes Total expense per day 6.650.000 VND Revenue per day 10.000.000 VND Profit per day 3.350.000 VND Profit per month 100.500.000 VND Profit per year 1.206.000 VND
  • 11. B. Resource Allocation 1. Human resource 2. Provide material source and training place + Beauty products: provided directly from Dermalogica USA. + The experts are trained in the USA and Vietnam. C. Competitiveness of Physical Facilities  Models construction: include 3 floor, ground floor, first floor, second floor and terrace (with pool on the terrace).  Home Spa near city center so traffics is favorable.  There are offices around so focus many staff.  Delivery full professional services, friendly staff, a relaxing atmosphere and unique style.  We pledge to give customer an experience that will leave them glowing both inside and out. D. Organizational Competencies and Capabilities Organizational Capability:  focuses on internal processes and systems for meeting customer needs  creates organization-specific competencies that provide competitive advantage since they are unique CEO AND BOARD OF DIRECTORS ACCOUNT & FINANCE SALES & MARKETING ADMINISTER& HUMAN RESOURCE PROCUREMENT & PROJECT
  • 12.  ensures that employee skills and efforts are directed toward achieving organizational goals and strategies Organizational Capability enhances perceived customer value in three ways:  Responsiveness: the ability of the business to understand and meet customer needs more quickly than competitors  Relationships: the ability of a business to develop enduring relationship between customer and employee  Service quality: the ability of business to design, develop and deliver service that meets or exceeds customer expectations. E. Teams and Individuals The interest in team building: Well, look what teams in a business environment can achieve:  They can generate a wider range of ideas and innovation than individuals;  They are able to motivate themselves;  They can bounce ideas off each team member;  They often take more risks than individuals;  They have a range of personalities such as workers, thinkers, leaders who contributethe right balance of skills necessary to achieve high performance;  They support each other and are not just task-orientated;  They can be a support mechanism which provide mentoring and allow others to grow in self-confidence If you have the individuals with the potential to create a high performing team, just imagine what they could achieve for your sales, productivity or bottom line! However, it is important for people to recognize that there is a difference between team building and team development or team working. Team building involves bringing together new teams and giving them a sense of direction, a period of getting to know their colleagues, recognizing skills and abilities. Team development is the next stage, which involves team working skills such as sharing ideas, co-operating, being open and supporting one another. A common mistake our clients make when they first approach is to confuse the term team building with team working. We believe that if you cannot define the problem, then it is difficult to fix it.
  • 13. F. Organizational Affiliations, Alliances and Linkages + Organizational Affiliation Formal relationships established between otherwise independent organizations. These include affiliation agreements, interlocking boards, common controls, hospital medical school affiliations, etc. + The implementation of strategic alliances Alliance implementation issues include the choice of governance mechanisms, enhancing trust and reciprocity between partners, managing the integration of project staffs from different to their collaboration. +Proposals for funding under the Linkage Projects scheme must include at least one Partner Organization. The Partner Organization must make a contribution in cash and/or in kind to the project. The combined Partner Organization contributions for a Proposal (i.e. the total of the cash and in-kind contributions of the Partner Organizations) must at least match the total funding requested. G. Management 1. Planning a. Estimation of investment and spa business We will construct estimates of Investment and Business includes total investment cost, expected revenues and expenses in the spa and norms. This helped investors active in the preparation of financial resources, cost control and predictable revenue spa. Thus will avoid great losses in the industry and our business processes b. Design + Functional areas: Both guests and staff feel comfortable in the spa. nice relaxing space + Color: harmonious, relaxed feeling. + Design attention in furniture design massage bed, chair foot massage, locker,... are not giving customers ease of use of this furniture. + Electrical system, lighting, air conditioning, water, communications, machinery and specialized equipment properly. + Create a wonderful spa, simple but luxurious and cost savings for investment. 2. Assessment  + Collect data of feedback from customers.  Find out advantages and weaknesses.  Develop appropriate plans to develop spa  Training  Report summarizing each month in revenue and customer comments
  • 14. 3. Recognition :  Rishe spa try become a famous spa in Thai Nguyen  Expand scale of spa  4. Career development  Training for staffs  Buy new equipment  Reach 753 million VND for first years H. Four function of management 1, Planning The planning function of management controls all the planning that allows the organization to run smoothly. Planning involves  Defining a goal: + Open biggest spa in Thai Nguyen. + Provide best services and product (Dematically) for customer.  Determining the most effective course of action needed to reach that goal. + Equipment. + Quality. + Price. + Attitude with customer + Advertising. Typically, planning involves flexibility, as the planner must coordinate with all levels of management and leadership in the organization. 2, Organizing The organizing function of leadership controls the overall structure of the company. The organizational structure is the foundation of a company; without this structure, the day-to- day operation of the business becomes difficult and unsuccessful.
  • 15. Organization of Rishe 3, Staffing Support service Director The staffing function of management controls all recruitment and personnel needs of the organization. The main purpose of staffing is to hire the right people for the right jobs to achieve the objectives of the organization. Staffing involves more than just recruitment; staffing also encompasses training and development, performance appraisals, promotions and transfers. Without the staffing function, the business would fail because the business would not be properly staffed to meet its goals 4, Coordinating The coordinating function of leadership controls all the organizing, planning and staffing activities of the company and ensures all activities function together for the good of the organization. Coordinating typically takes place in meetings and other planning sessions with the department heads of the company to ensure all departments are on the same page in terms of objectives and goals. Coordinating involves communication, supervision and direction by management 5, Controlling A CEO is responsible for running the spa by which he or she is employed. The Rishe spa function more like resorts, where guests come to stay for several days, and may receive treatments such as massages, body treatments, or hydrotherapy. The duties of a spa CEO will be to provide excellent customer service and to supervise spa employees. A spa manager may also be responsible for creating advertising. The manager hires new employees, and terminating the employment of others if it becomes necessary. Leader team Product Training Manager Spa sale and marketing Operations Accounting Leader team Leader team
  • 16. The spa manager needs to answer questions if other employees cannot. The manager may also need to be responsible for accounting at the spa, keeping track of the income and balancing accounts every day, or every week, and making deposits at the bank. The spa CEO responsible for keeping track of inventory at the salon, and ordering new supplies as needed. Promoting the spa might be another large part of the job, but many business outsource this work to advertising companies. I. Organizational fit There are so many parts to an organization’s fitness and performance; i.e. financial, sales, customer service, production and/or services offered and then of course, the processes and the right people to make it all come together. Identifies strengths and "at risk" areas that need immediate attention for improvement. Give immediate focus and attention to a problem area that needs to be fixed - and, a way to begin to correct the identified issues. The Six Disciplines BPA is the quickest and most effective way for you (and all of your Leadership team) to rate your organization's performance on the key dimensions of: - Leadership -Strategic planning -Customer focus -Measurement, analysis and knowledge management -Workforce focus -Operations focus -Results. Summary of Strengths and Weaknesses  Strengths Rishe is the first spa follows European style in Thai Nguyen. We are exclusive distributor of Dermalogica cosmetic ( a famous cosmetic brand from USA with 80 years of experience in the beauty industry) In addition, the Spa provides variety of unique services with high technology. We have a staff of experienced professional skill. They will respond customers needs in the best.  Weaknesses Rishe is a new brand, so we have no reputation. It is difficult to attract and build the trust with customers.
  • 17. The target market of Spa is focus on high-end customers, who are rich women with high income so there is a limit market to develop. IV – SWOT ANALYSIS  New brand  Exclusive distributor of Dermalogica cosmetic  Unique services  Employees with professional skill B. Opportunities D. Threats  Potential market  Convenience transportation  Exclusive products F. Strategic Options A. Strengths B. Weaknesses  Limit the target market( Rich women)  No reputation  Great name of Spa  Competition with long time spa.  New competitors  Incessantly change of beauty trend Based on Strategic Options Weaknesses 1. Limit the target market ( Rich women) 2. No reputation 1.1 Provide unique and professional services, luxury cosmetics. 1.2 Training staff in attitude and professional skill. 2.1 Advertise on social media, magazine… 2.2 Open events to introduce products and services. 2.3 Gift sample products and testing services for customers V. VISION, MISSION AND OUTCOMES A. Vision:  Expecting the customer satisfaction: The vision of our spa as a brand is to ensure that our customers get what they are looking for. Providing clients with only the best in cosmetic and beauty services, we hope that every service in the spa will either meet or exceed your expectations.  Employee expectation: Our personnel continue with their training and development in terms of skill sets. Stay on time, be consistent, and provide the highest level of customer
  • 18. service in the field of cosmetology. Customer shall be treated to a warm, friendly, and helpful staff when visit the spa.  Position expectation: To be the most admired spa specializing in a high quality beauty services and premium products in Thai Nguyen: There are numerous spa and beauty salon around city center area. What makes our spa stand out? It is the quality of service that we provide and the satisfaction that customers get out of the spa. Our spa focuses skin and body care services. As a result of this sense of concentration, we are able to come up with unique, personalized beauty services and high quality cosmetics for customer. B. Mission:  For customer: Brings a new insight into beauty service with professional and high quality beauty solutions: Committed to delivery full professional services, friendly staff, a relaxing atmosphere and unique style. We pledge to give customer an experience that will leave them glowing both inside and out.Contribute to improve the spiritual value for ladies  For employees: Spa providing a professional, friendly and fair working environment. Employees are given opportunity to develop themselves. They are dedicated, recognized and get preferential treatment.  For society: Joining hands to bring the beauty for society. Providing high quality services and products. Contributing to promote the advancement of society. C. Objectives, Key Result Areas (KRAs) and Performance Indicators (PIs)
  • 19. OBJECTIVE KRA PI STRATEGY 1 Revenue Target sales monthly 300.000.000 VND Per month. Offering promotion 2 Reach Target monthly customer. 600 customers per month Creating the unique style in products and services 3 Responsiveness a, Responsibility with customer (comment, feedback from customer) b, Employees responsibility c, Social responsibility Organize a survey one time per 3 months. Create favorable conditions of work for labors in Thai Nguyen. -Commitment to contribute to the economic growth. -Contribute to increased social welfare. -Protect customers -Protect the environment Receive 90% feedback of customers. 2,5-8 million VND (salary per month) 40.000.000 each year for social welfare -Connecting with customer -Evaluating the quality of products and services Recruitment and training staff Creating charity activities through sale of products and services 4 Recognition Get the loyal of customer to services and product 90% customers satisfy with service and product Providing the good products and different services for high-end customer. 5 Rating Get the international standard in beauty industry Get the 1st position in Thai Nguyen city Promoting the image of the spa on social media 6 Return a, Return on capital. Target one year 200-250 millions VND -reinvested to improve the equipment. -Pay for problems arising.
  • 20. b, Return investment: Target one year 3 billions VND. -Expand spa size in Thai Nguyen. -Open a new spa in Ha Noi capital. D. Action Plan STRATEGY PROGRAM ACTIVITIES TASK RESOURCES AMOUNT RESPONSIBLE PERSON TIMEFRAME 1. Offering promotion Customer attractive program Make some events and promotion sales. -Invite the target customer -leaflet and banner 40,000,000 VND for an event and promotion program Marketing manager Special days of year (valentine, 8.3. Christmas…) Organize“ Gold time- shock price” -Announcement -Conduct matching activity Gift a preferential card at 500.000 VND for each service and product Sale manager From 8am to 9am on each Saturday
  • 21. 2 , Providing the good products and services for high-end customer. Product and service customer matching program Gift the sample cosmetic to target customer -Identify suppliers -Buy cosmetic 6 millions for 100 cosmetics Marketing manager/sales manager One time per 4 Free using months -Identify amount services for 30 15 millions for free of customer and first customers services time for activity since opening. 3,Recruitment and training staff Recruitmentday Recruit employees -Identify vacancy -Announcement recruitment information 80 million VND for hiring professors Human resource manager 1st week of October 2014. Training program Open short-training courses. -Identify weak skills of staff -Invite professors have many experiences in beauty sector for training. 40 million VND for equipment and others expensive. 1st week of December 2014
  • 22. 4,Promoting the image of the spa on social media Advertising program Marketing Program Advertise on: -Facebook -Youtube -Own website of spa - Create account on Facebook and Youtube - Hire designer to build the website - Define informations to show on own website Special Marketing program: ‘’ Promotional Gold Sunday’’ -10 millions for hiring and other expenses  The reason: Attract customers and advertise brand for Opening in 24/12/2014  Target Market: - Family - Group - Organization  Customer needs: want to rest and relax with family, friends and colleagues.  Price and packages of the service: Marketing manager During business - Package 1: 7am-9am and 3pm – 5pm on every Sunday discount 20% for customers from 4 people or more, 30% for customers from 8 people or more. - Package 2: The different hours discount 10% for everyone.
  • 23. - Table of Price: Services General price (VND) Package 1(VND) Package 2 Over 4 people Over 8 people (VND) Swedish Style 300.000 240.000 210.000 270.000 Hot Stone 350.000 280.000 245.000 310.000 Whole body 300.000 240.000 210.000 270.000 Reflexology Foot Massage 100.000 80.000 70.000 90.000 Scalp Massage 150.000 120.000 105.000 130.000 Aroma therapy 75.000 60.000 52.500 67.500 Deep Cleansing 200.000 160.000 140.000 180.000 Facial Anti Ageing Facial 200.000 160.000 140.000 180.000  The Marketing activities: - Leaflet drops (distribute in communities, agencies and other populated areas) - Advertising on magazines (on famous magazines such as: ‘’Đẹp+… ‘’and ‘’Tiếp thị và gia đình’’) - Own company’s website (show detail information of the promotional program. Videos and images of company’s services) - Posters, catalogs and banners (show some pictures of company, main services and information about ‘’Promotional Gold Sunday’’)  The main objectives:
  • 24. + Attract customers (We spend about 20% of service’s price to attract at least 3 clients, 30% of service’s price to attract at least 7 clients) + Increase sales (revenue achieves 200% compared to weekdays)  Additional results: - Build the name and reputation - Exploration and market assessment - Keep in touch with customers - Expand company’s business network. Operating Program  List all the materials required to make this happen: - Design attractive cover - Print and bind high quality copy - Own company’s website  Other resources: - Time: the program is prepared before 1 week and will be implemented on the first Sunday of the opening week. (Intent: on Sunday of the first 2 weeks, depending on the requirement and reaction of customers) - Money: about 2.000.000VND (estimate: 600.000VND for advertising on magazines, 50.000VND for 1000 leaflet drops, 400.000VND for distributing leaflets, the remaining funds for banners, posters and things arise. Designers and staff are paid monthly)
  • 25. - People: + Designers (Design cover, posters, catalogs, banners…) + Customer Care Staff on company’s website (answer all customer’s questions about services and promotions of the company) + Direct Care Staff + 2 distributors (distribute leaflets). - Summary and evaluation Docket on the end of day. Human resource program:  Training and development human resource: + Organizing training courses to professional development for our staffs. + Given rewards for best staff + Encourage and provide opportunities for staff development  Reorganizing work units to be more efficient.  Leadership: Strengthen leadership capability to encourage high levels of performance and productivity that sustain excellence.  Efficiency and effectiveness: Achieve financial efficiency and increase operational effectiveness of our spa. FINANCIAL STATEMENT A. Statement of Financial Position
  • 26. Current assets $ 350,000 50,000 1,000 9,600 4,200 32,298 700 447,798 Statement of Financial Position As at December 31, 2015 Cash Accounts Receivable Office Supplies Unused Prepaid Rent Prepaid Advertising Prepaid materials and bottles Prepaid Insurance Total Current assets Non-current assets RISHE ASSETS Furniture and Fixtures 60,000 Accum. Depreciation - Furniture and Fixtures (6000) Total non-current assets 54000 TOTAL ASSETS 501,798 LIABILITIES Current liabilities Accounts Payable 109,800 Interest payable 800 Wages payable 40,800 Total liabilities 151,400 OWNER'S EQUITY Capital 350,398 TOTAL LIABILITIES AND OWNER'S EQUITY 501,798
  • 27. B. Income statement Revenue $ 120,000 Operating expenses: 40,800 500 7,500 1,200 4,200 32,298 9,600 700 6,000 800 103,598 16,402 3,280 13,122 Office supplies expense Internet expense Advertising expense Materials Rent expense Insurance expense Depreciation expense - furniture and fixtures Interest expense Total expense: GROSS INCOME: Less: Income tax(20%) NET INCOME RISHE Income statement For the year ended December 31, 2015 Less: Salaries and wages expense Utilities Expense
  • 28. C. Statement of Changes in Owner's Equity $ 350,398 13,122 (85,550) Statement of Changes in Owner's Equity For the year ended December 31, 2015 Owner, Capital, January 1, 2015 Profit for the period RISHE Owner, Drawing Owner, Capital, December 31, 2015 277,970
  • 29. D. Cash Flow Statement RISHE spa Cash Flow Statement For the year ended 31,Dec 2015 CASH FLOWS FROM OPERATING ACTIVITIES Cash receive from customers 100,000 Cash paid for Suppl iers and uti l ities expenses -8,000 Wage expenses -40,800 Interest -800 Others expenses -25700 Income taxes -8,940 Net cash from operating activities 15,760 CASH FLOWS FROM INVESTING ACTIVITIES Purchase of materials -32,298 Purchase of funiture and fixtures -60,000 Net cash used in investing activities -92,298 CASH FLOWS FROM FINACING ACTIVITIES Investment by owner 350,398 Drawing by owner -85,550 Net cash used in finacing activities 264,848 Net increase in cash held 188,310 Cash at beginning of year 350,000 Cash at end of year 538,310
  • 30. E. Computation: Payback Period of money (PP), Net Present Value (NPV), Accounting Rate on Return (ARR), Return on Investment (ROI) and Return on Equity (ROE)  PP (Payback Period of money) $ 13,122 6,000 19,122 Net cost of investment PP = ------------------------------------------ Annual net cash inflows 60,000 PP = ------------------------------------------ 19,122 PP = 3.13775 years or 3 years and 2 months Net income Add: depreciation Net cash inflow
  • 31.  NPV ( Net Present Value) Present value of cash inflows: Cash PV of Year Inflows PVF Cash Inflows 1 160,000 0.90017 144,027 2 182,500 0.81031 147,881 3 208,375 0.72942 151,992 4 238,132 0.65660 156,357 5 272,351 0.59105 160,973 Total present value of cash inflows 761,231 Less: Net investment 410,398 Net Present value 350,833
  • 32.  ARR (Accounting Rate on Return) Net income ARR = ---------------------------------------- Investment 13,122 = ---------------------------------------- 410,000 = 3.20%
  • 33.  ROI (Return on Investment) Net income ROI = ---------------------------------------- Total expense 13,122 = ---------------------------------------- 103,598 = 12.67%
  • 34.  ROE ( Return on Equity) Net income ROE = ---------------------------------------- Shareholder'equity 13,122 = ---------------------------------------- 281,250 = 4.67%