Silvanus Resort Business Plan

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Strictly Private & Confidential
© Silvanus Resort 2018
This document is the proprietary property of Silvanus Resort.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.
Table of Contents
Page
Confidentiality Agreement ii
1. Executive Summary 1
1.1 Objectives 1
1.2 Mission 1
1.3 Company Description 2
Promoters, shareholders and Board 2
Advisors 2
Long Term Aim of Business 3
Objectives 4
Products and Services 5
S.W.O.T. Analysis 5
2. Industry 6 - 7
3. Product 8-12
4. Market 13 - 14

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Confidentiality Agreement
The undersigned reader acknowledges that the information provided in this business plan is
confidential; therefore, the reader agrees not to disclose it without the express written
permission of Silvanus Resort.
It is acknowledged by the reader that information to be furnished in this business plan is in
all respects confidential in nature, other than information that is in the public domain
through other means, and that any disclosure or used of this confidential information by the
reader may cause serious harm or damage to Silvanus Resort.
Upon request, this document is to be immediately returned to
Silvanus Resort.

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___________________________
Signature
___________________________
Name (Printed)
___________________________
Date
This is a business plan. It does not imply offering of securities.

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1. Executive Summary
The Tourism Industry is one of the fastest growing industry in the Philippines.
Interconnected with it is the hospitality industry which includes hotels, resorts and other
accommodations. In this years statistics regarding on the tourist arrivals that the Philippines
has last March 2018, it grew up to 2 million last May. The DOT Secretary stated that they are
expecting increase on the upcoming months. It is also stated that Chinese and Koreans are
the nationalities that visits the Philippines.
In connection to this, it is clearly seen that as the rate of the tourists increase, the demand
for hospitality such as hotels and resort are also increasing. This is the reason that the
proponents came up with the idea of building a resort that gives the authentic Filipino
atmosphere and ambiance that is close to nature. They learned that putting up such
business is timely for the growing population of tourists.
The Silvanus Tropical Resort & Spa is located in Brgy.Bonlao, Alcantara, Odiongan, Romblon
and offers a free shuttle system. Located in the beach front it will offer customers 15-20

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units with amenities and laundry facilities. Silvanus Tropical Resort & Spa also will offer a
pool area as well as a on-site store and on-site front desk service.
1.1 Objectives
The objectives of the Silvanus Tropical & Spa for the first three years of operation include:
 Exceeding customer's expectations for Tropical Resort accommodations.
 Maintaining an 90% occupancy rate during the peak periods.
 Assembling an experienced and effective staff.
1.2 Mission
The mission of Silvanus Tropical Resort & Spa is to become the number one resort of choice
with visitors bound to Tablas Island. And also to deliver all the satisfaction that will meet
guest needs without causing harm to nature.
Company Description
Silvanus Resort is a low scale resort with 15-20 rooms located at Brgy. Bonlao, Alcantara,
Odiongan, Romblon. It’s location has a beach front view and is near a land occupied by trees

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that adds an ambience of a tropical forest which is why the proponents chose it as an
inspiration for the resort’s concept.
It will offer a budget but modest relaxing environment not only for local tourists but also for
foreigners looking for a nice place to spend the weekends or short vacations (e.g. summer
school vacations, family outings, etc.)
Also, it is expected to offer our customers excellent facilities like function room to host
special events like seminars, wedding, private parties and other occasions, SPA Packages for
those tourists looking for a place to relax and invest money for their wellness, and guest
activity programs that could contribute to their well-being.
Differentiating the type of business services offered from that of the competitors, our resort
offers a calm ambience which is far from other resorts. Our brand will be presented as a
Tropical Resort & Spa that offers accommodations, amenities and activities that would help
our guest enjoy the serenity of being close to nature.
The proponents are expecting that it will attract travelers who are looking for a higher level
of personal service and recognition. They are also in to market for people who wants to get
away from the city’s buzz and noises and are up to be free from any stresses and find the
inner peace of their soul, mind and body.
Promoters, shareholders and Board
The promoters, shareholders and board of this resort are also the owners or proponents
who came up with the idea for this business. They are responsible for advertising and
formulating marketing strategies to promote the business and to improve its profits and
services.

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Advisors
An advisor is any person or company involved in advising or investing capital for investors.
Registered investment advisors and investment advisory companies are two main entities
that investors look to for investment management. On the proponent’s case, they have
decided to avail a bank loan instead of looking for advisors or investors and mutual fund
investments. Since the business is low scale they have decided to have a loan from BDO.
They have decided to avail the BDO Small Business Loan which has a loan amount of Php20
million that will be paid from 1 to 10 years. Together with this loan are the shares from each of
the owners which will cost Php 2.5 million that will gather a total of Php 40 million.
Long Term Aim of the Business

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The proponents started this business with the plan to grow and expand the it into new
opportunities in industry. This long-term goal allows the proponents to focus on making
their business the biggest and best in its industry. The proponents are also planning to do
major expansions in the future that could make the business be a subject for export market.
Although this may be a high-risk goal, it often carries a high reward for the proponents if
the business plan turns out successful.
Objectives
Objectives are the results that the proponents hope to achieve and maintain as they run and
grow the business. These are clear goals that the proponents have in mind for the success of
the business. Having a comprehensive list of business objectives creates the guidelines that
will become the foundation the business planning.
Profitability
The focus is on controlling costs in both production and operations while maintaining the
profit margin on products sold.
Productivity
The companies objective to provide all of the resources your employees need to remain as
productive as possible.
Customer Service

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Good customer service is one of the major objectives of the business to be sure to retain
clients and generate repeat revenue.
Employee Retention
Employee turnover can costs money and lost productivity in the costs associated with
recruiting, which include employment advertising and paying placement agencies.
Core Values
The company's core values become the objectives necessary to create a positive corporate
culture.
Growth
Growth is planned based on historical data and future projections. Growth requires the
careful use of company resources such as finances and personnel.
Maintain Financing
Maintaining the ability to finance the operations means that the company is prepared for
long-term projects and addresses short-term needs such as payroll and accounts payable.
Marketing
Marketing is more than creating advertising and getting customer input on product changes.
It is understanding consumer buying trends, being able to anticipate product distribution
needs and developing business partnerships that will help the business to improve market
share.
Competitive Analysis

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A comprehensive analysis of the activities of the competition is an ongoing business
objective for the proponents business. Understanding where the products rank in the
marketplace helps the proponents to determine how to improve the standing among
consumers and improve the businesses revenue.
Products and Services

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The products and services that the proposed business offers focuses on group activities and
wellness. It will also offer water activities and simple amenities that everyone will be able to
participate on. The accommodations that are included in the proponents business are
classified in to three rooms namely, (1) Datu’s cot, which is good for 1-4 persons and has the
lowest cost among the room accommodation. (2) Sultan’s Lair, another room that is good
for 4-6 persons. (3) And lastly, the Nobile’s Den that can accommodate 6 to 8 persons. Some
of the services that the resort offers for guest are the shuttle service, that are going to fetch
guests from airport and pier. There is also a spa that could help the guest relax and take a
break from a long and heavy day. A lanai where they could spend time to meditate. We also
offer room services for massage. We also cater breakfast and dinner buffet for guests.
S.W.O.T. Analysis
Strengths
- Budget price yet quality
- Relaxing place
- Strong, participative culture
Weaknesses
- Not all rooms are air-conditioned
- The flow of tourist cycle that occurs during
summer and rainy season
- Requires approval of credit lines from local
banking to properly find the initial capital
investment to build the facilities
Opportunities
- Minimal competitors
- Minimal traffic
Threats
- Market Entry
- Accessibility

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- Substitutes
2. Industry

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0
In the Philippines there is 14,998 hotel and restaurant establishment including the resort that
one of the higher or big role in Hospitality and management industry that the major
participants in the industry will be the competitors in the same location
The Factors to success in the industry of our resort will be:
Customer Service
Employees provides the customer’s first and last impression. Thus, hotels achieve a
critical success factor by ensuring the staff is knowledgeable, courteous and capable of
resolving any conflicts that arise. Providing quality service also entails remembering the
names and preferences of repeat visitors and giving advice about attractions and
surroundings.
Advertising
Target specific consumers and will cater their prices, amenities and advertising
strategies
Cost Control
Most resort vary their rates according to high and low seasons. Additionally, the
establishment of a loyalty program enables resort to lower rates for repeat guests while
charging different rates for others. One of the ways hotels plan is through reservations
programs that forecast demand beyond 90 days. From this knowledge, the manager can
advertise directly to the person before arrival by offering packages, upgrades and other
incentives. resorts also balance the cost of workers' wages, food and beverages, and
electricity and maintenance with profits deriving from booked rooms, amenities, gift shops
and food and beverages.
Product Differentiation
Resorts thrive by offering guests a unique experience. This uniqueness may stem from
the location

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Be Guest Focused
In hospitality management you want to make sure that things are just right for the
customers. People come to your hotel or restaurant and spend their disposable income in
order to have an enjoyable experience—you have to deliver this experience for your guests
or you will not be in business for long.
Mastery of Industry Knowledge
Today, safety is more important than ever. Manager must have a thorough knowledge
of food safety and sanitation requirements to keep guests safe during their stay. Being safe
and sanitary is an important part of keeping guests happy when you have a facility that a lot
of people are using together.
Grace under Fire
Restaurants, hotels and resorts are fast-paced environments that require quick thinking
in order to make guests happy. Successful people in the hospitality industry have grace
under fire. There may be a lot going on around, but you need to remain
calm and be graceful throughout everything that happens. Guests appreciate this kind of
behaviour; your employer will as well.
Be a Team Player
A restaurant, hotel, day spa or other resort is a well-oiled machine. Everyone must work
together to create an enjoyable experience for the guests. If one person is off, that could
create problems for a number of guests. Working well as a team to make sure that
everything is perfect is an important quality for people in hospitality management.

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Product
Our resort is fulfilling an Unforgettable experience and satisfactions of the guests and
offering a budget but modest relaxing environment not only for local tourists but also for
foreigners looking for a nice place to spend the weekends or short vacations (e.g. summer
school vacations, family outings, etc.) Also, it is expected to offer our customers excellent
facilities like function room to host special events like seminars, wedding, private parties and
other occasions, SPA Packages for those tourists looking for a place to relax and invest
money for their wellness, and guest activity programs that could contribute to their
well-being. Our services offered from that of the competitors, our resort offers a calm
ambience which is far from other resorts and will be presented as a Tropical Resort & Spa
that offers accommodations, amenities and activities that would help our guest enjoy the
serenity of being close to nature. The proponents are expecting that it will attract travelers
who are looking for a higher level of personal service and recognition.
Our accommodations and programs will include the life cycle of our activities to avoid
losing business to competitors with higher performance products, and we must upgrade our
existing products or develop new products that can compete effectively. Market our
Opportunities by customizing existing products and services or introducing new products
that match customer needs in the target sectors.
Customer needs expanding our product/activities can help to increase customer loyalty.
Adding new products or variants of existing products enables to sell more to existing
customers, without the effort and cost of acquiring new customers.

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3. Product
The potential competitors that the proponents see for their business are the resorts that are
near the proposed area. These are Aglicay Beach Resort and Cummings Highland Eco Resort.
Aglicay Beach Resort is conveniently nestled in Barangay Comod-om, in Alcantara, one of
the nine municipalities around Tablas Island, the biggest of the three major islands
comprising Romblon Province.
Cummings Highland Eco Resort is located in Tuguis, Looc, Romblon. The location of this
resort is not far from the municipality of Alcantara.
Below are the accommodations that competitors and the proposed business has to offer.
Aglicay Beach
Resort
Cummings
Highland
Silvanus Tropical
Resort

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4
Deluxe Bungalow
Red Door Cottage
Datu’s Cot
Hillside Bungalow
Tipi Hut
Sultan’s Lair
Family Bungalow
Ghanda Phamila
Nobile’s Den
As follows are the recommendations for rooms, amenities and facilities that are proposed
for the business:
Pool
Function Hall

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Tiki Bar
Buffet
Nobile’s Den Bedroom

3

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Spa
Grills
Nipa Store
Sultan’s Lair

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Datu’s Cot Bedroom
Silvanus Tropical Resort and Spa and its Uniqueness
Nobile’s Den Living Room

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Silvanus Tropical Resort and Spa came up with an idea of a beauty and wellness and the
locals do really needed and also to foreigners traveler. to be unique and to be more
innovative among the rest, Silvanus Tropical Resort and Spa the type of business services
our resort offers a calm ambience which is far from other resorts. Our brand will be
presented as a Tropical Resort that offers accommodations, amenities and activities that
would help our guest enjoy the serenity of being close to nature. We build this kind of
business for the customer’s relaxation and satisfaction and that this kind of business could
and will also be a trend especially to those who are too tired what they do. The Silvanus
Tropical Resort and Spa is for who just wanted to stay away from stress and they are also in
to market for people who wants to get away from the city’s buzz and noises and are up to
be free from any stresses and find the inner peace of their soul, mind and body.
Development of Business
Silvanus Tropical Resort and Spa has an idea and theme of a nature lover with a design of
nature wallpaper, a crystallize design ceiling, a relaxing appeal of the chandelier and with a
touch of a country-side music to boost the customers satisfaction and make the ambiance
one of the most attractive way to gather more customers even without using too much
advertisement but rather by using the word of mouth of those who visited, satisfied and
willing to go back to the resort.
Competitors
For establishing this kind of Business, the partners found out a number of competitors
gathering around the area where the business was established.
Product Preferable to those Competitors

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Many resort competition us have the same style of service and products. The main concern
is that the price and quality is higher or lower. What is preferable in Silvanus Tropical Resort
and Spa is our service offered and also gives a satisfaction you desire and will give you a
natural relaxation with beautiful experience while you stay in our resort.
Research and Development/Objectives
Silvanus Tropical Resort and Spa objectives is to offer a fast and accommodating service for
the customers, meet the satisfaction of our valued customer and establish a respectful bond
between them and to establish trust and loyalty by giving them the satisfaction they need
through quality service and quality of products, must be productive and punctual to the
better future of our business.
Silvanus Tropical Resort and Spa is maximize and monitored by skilled and excellent
managers which undergoes different kinds of training and have a leadership, creativity and a
problem solving skill along with the other employees which are all trained and have
developed skills through experience and hard work in that case Silvanus Tropical Resort and
Spa could give a quality service to its guests to ensure and continues the development of
our business.
Pricing Strategy

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The pricing strategy of the resort considers customers that are budget conscious. The
proponents of the business decided to do promos and packages for groups and couple. The
activities and amenities are also included to these promo packages. On this part, the
proponents have back up plans if ever the competitors offer mark down prices or promos to
sway the customers away from the business. One of it is to make sure that the customers will
be given an idea of what our business has to offer that the competitors does not have.
Another plan is to use gift certificates and freebies for frequent staying guests. We also are
planning to offer mark down priced room rates for times that it is not peak season so that
guests will be attracted to stay because of a cheaper option. We will also make sure that the
price is right and the guest will get what they have paid for.

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4. Market
The Department of Tourism (DOT) reported a “milestone” after the Philippines breached its
2-million mark for tourist arrivals in the first quarter of 2018.
Latest statistics released by the DOT showed 2,049,094 international visitors for the first
quarter of the year, which is 14.80 percent higher compared to 1,784,882 for the same
period in 2017.

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Last year, Secretary Wanda Tulfo-Teo said it took at least four months or until April to reach
2 million foreign visitors to the country. This shows that the market for Tourism & Hospitality
Industry is growing rampant. The more there are tourists, the more the chance that they will
be looking for unique places to go.
CUSTOMERS
The target market of the business are individuals that can be tourists, travelers, backpackers,
families who are out for bonding, companies who are looking for a suitable place for team
building and people who wants to experience tranquility. These people or individuals can be
foreigners or locals. The expected geographical location of the individuals would come first
within the area but the proponents also expects visitors from around the globe when the
resort is already well-known. Theses individuals are conscious in pricing quality and service.
They want to get want they paid for that,s why their very conscious for the price. The guests
or the customers are the one’s who express interest in the product that is why the
proponent thought of planning the business.
MARKET
Since the proponents came up with the decision that they will start as a low-scale resort that
offers 15-20 rooms, they all agreed that it has a small market. Today’s market are curious
and adventurous, that is why the proponents think that this idea is time-bound.
The projected growth rate for the future is around 15%. This sums up from the estimated
rate of people to come per day which is 100 and is expected to grow up to 1500 in a month.

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The barrier that the proponents perceived upon this plan is the difficulty in presenting the
resort as a new brand and obtaining a level that is approved to compete with its competitors
that are already established in the industry
As what stated on the first three paragraphs under this section, there will be graphic growth
in the tourism industry which shares in the hospitality industry and resorts market.
The share of the business to its market is it can help motivate the customers and the
contribute to the well being of the guests. It could also help the for the promotion
eco-tourism and sustainable tourism by means of letting the guest know how sustainability
contributes to the preservation of such places.
The business not only aims in a particular market segments. It is not only for specified
people. It is open for anyone who are willing to submerge in the experience that they could
get from the resort. The company aims to expand and improve further that is why they are
willing to open their market for customers who are also open for new experiences. Also, as a
part of our expansion there will also be a plan for export market since we mentioned earlier
that we are not only to specific market segments. We are aiming to be known as a resort
that represents the Filipino culture by providing the quality service that are culture driven.
COMPETITION
The competitors that our business considers are privately owned resorts that is already
established within the vicinity. There strength is that they are already known for their
reputations that is why guest would sometimes opt for them instead of newly opened
resorts. We consider that their weakness could be if the customer is looking for a new

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experience or a new innovative resort. The similarities that we think this resorts have are
some of the amenities and facilities, but as we are setting up a new standard for these
competitors we are making sure that we have what they lack.
The marketing strategies that they are putting up for their resort are the common promos
but unlike our resort they do not offer any tour packages. They get responses from social
media and they have already established a brand as a well-known resort in the area.
SALES
The marketing strategy that our company will employ aside from social media
advertisements are the personal strategies of giving out flyer, posting signage and ads in the
town proper and the vicinity. The potential customers will be identified by their interest and
their needs. The customers that will be the target of our initial marketing effort will be from
the guests and locals. We could attract these customers away from the competitors by
offering them services that the competitors does not have. Advertising efforts are important
part of our strategy because this is the first step on how we introduce our brand and
capabilities as a resort. The proponents envisions that the size of the growth force will be
increase in about a year or two.

Silvanus Resort Business Plan

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