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The document provides an overview of an extended stay system business model. It discusses establishing ownership and capital structure, setting objectives, required investment, and vision/mission. It also covers corporate planning, market and customer analysis, competitors, and a marketing plan framework. The goal is to establish a dominant brand in the extended stay segment across multiple locations in Andhra Pradesh.

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05/20/16 1 -Executive Summary Model Report``` ```` AN EXCLUSIVE PRESENTATION - AN OVERVIEW SUMMARY OF THE PROLIFIC EXTENDED STAY SYSTEM THIS PRESENTATION IS MADE BY S.JAYAKUMAR ----MA,MBA, ACS –INTER , DIPLOMA IN HOTEL AND AIRLINES MANAGEMENT ,BGL,DIPLOMA IN COMPUTER APPLICATIONS 05/20/1605/20/16 11
05/20/16 2 •• BUSINESS ENTREPRENAURSHIP -Model • Entrepreneurship-owner • Business formulation • • Market Research & Project Identification • • Project Report , Feasibility and Design • Company status –Incorporated-Partnership-objectives and Articles • ' • Capital –Sources and Mobilization • HOTEL BUSINESS PROCESS • • OPERATIIONAL SUPPORT SERVICES CORPORATE BUSINESS ENCRYPT ` • 1 ACCOMODATIONS 1 SALES AND MARKETING 1 BUSINESS PLAN-BRANDING ,SOPs, Trip advisor • 2 FOOD and BEVERAGE 2 FINANCE & HR and ADMN 2 KRA’: s /KPI ’s, Opportunity Cost decisions • • 2 A KITCHEN 2 A MATERIALS supply chain-Stores 3 ASSET MANAGEMENT • inventory, par stock, physical COST BOARD • stock Verification, Balance sheet Leverage Recon ,Fixed Asset Register • IFRS ,GAAP & , AUTHORISATIONs • B STEWARDING B HUMAN RESOURCES 4 PROFIT PLAN- USAH - Budget GOP ,cash flow • C COLD STORE AND GEN STORE C SECURITY • ENTERTAINMENT 5 CONTRACTS – LEGAL SYSTEMS • HEALTH CLUB 3 Engineering 6 Risk Management IT solutions /Package systems • SPA 3 a PROJECT -Renovation • BOUTIQUE b Preventive Maintenance • c Key spares Procurement • 4 Transportation 7 Manning Guide –structure, PA,SWOT Welfare • DISCO ORGANISATIONAL STRUCTURE,JOB DESCRIPTION` • Trade union Relations ship • Swimming Pool 5 IT -MIS 8 Tax Planning-Surplus –New project Identification • Tours –local • Guest Transport 9 OWNING COMPANY/OPERATING COMPANY OBLIGATIONS • Diving • Cruise 10 PASSION AND OWNERSHIP • Sea sports • Beach sports A HOTEL BUSINESS MDEL—BY JAY • Cost board •
05/20/16 3 Organisational structure –hotel ,Hierarchy ,Relationships,communication flow ,job descriptions-the structure needs to plan ,Organise ,Staff ,Direct ,Coordinate and control Organisational structure –hotel ,Hierarchy ,Relationships,communication flow ,job descriptions-the structure needs to plan ,Organise ,Staff ,Direct ,Coordinate and control
05/20/16 405/20/1605/20/16 44 • INTRODUCTION—ALL MODEL REPORTS • OWNERSHIP-CAPITAL STRUCTURE • OBJECTIVES • INVESTMENT • VISION MISSION/POSITION • CORPORATE PLANNING • MARKET ANALYSIS • CUSTOMER ANALYSIS CONCLUSIONS • COMPETITOR ANALYSIS CONCLUSIONS • PRODUCT ANALYSIS CONCLUSIONS • MATERIAL MANAGEMENT • OPERATIONAL MANAGEMENT • FINANCIAL ANALYSIS –Budgets –Cash flow • ASSET MANAGEMENT- • ENGINEERING /PROJECTS • HUMAN RESOURCES –Executive Team • SUMMATIONS • ROAD MAP • THANK YOU INDEXINDEX
05/20/16 505/20/1605/20/16 55 Ownership • CAPITAL ---the companies Assets and Liabilities are Listed • The promoters- • A start Up company in a small way is now an Ongoing company with 127units serving two locations Begumpet and Madhapur , and is projecting a hall mark growth in the next couple of years • ISO 9001 certified company manifested with Premise , Vision , enterprise and global Benchmarking • Has an Award from the Local Government, and expects to TIE up with an established Global Brand extended stay Operator and also expects to tie up with a Global Brand for Technology /Knowledge Transfer To meet International standards of Operations and Management • The company Visions for a training and Educational programming for its employees as also for hospitality student community in the Local state by franchising with the UK educational institute
05/20/16 605/20/1605/20/16 66 Objectives • To provide the Long Stay Guests a sophisticated Accommodation with facilitations of a Luxurious living • To strengthen and contribute to the Tourism infrastructure in the country • To cater to all segments of tourist Markets in the Indian and Global markets. • To follow and implement the legal system , and follow all legal imperatives of the law of the country as applicable • Our extended stay concept is envisaged as a systems based concept with a written down manual –SOP’s to regulate an emphatic approach in enhancing the service standards of the Hotel • To enhance the company stature in terms of growth through the Process of 4 M of management Market ,Money, Materials and Manpower through a coordination process of operational and utilities Management for achieving a surplus and Gainful road Map of Harmonious hospitality in Ivory Sands , • To Evolve and Derive The Time Share concept, as an Additional Market Driven Force
05/20/16 705/20/1605/20/16 77 • INVESTMENT REQUIRED • Phase 1 -Looking to raise INR 361,250,000 to rollout 25 locations providing an Extended Stay System in the state of Andhra Pradesh • Break even Rooms as a %age of available rooms is 61% in Y1 and reducing to 32 % in Y5 • Pain Points Addressed –Lack of Good Quality Standardized Accommodation System in the Budget Segment that is suitable for Long and Short stays • A 3-Phase planned approach developed to create a dominant brand. This investment is for Phase 1 creating the biggest operator in the state of Andhra Pradesh • Phase 1 is an asset light model based on leasing with rapid commissioning time of around 3 months per property Investment Portfolios and Statistics
05/20/16 805/20/1605/20/16 88 VISION / MISSION • Vision -To be a Respectable Indian Leader in Global Hospitality by providing World Class Extended Stay experience to our Guests. Be India’s Largest and Favorite Extended Stay System. To show an occupancy of 90% • Mission -Be a respectable extended stay leader by providing Value and Efficient experience to our guest in at least five locations in the state of Andhra Pradesh and Proximity States. and Create the credibility of the accommodation units being number 1 in its region
05/20/16 9 CORPORATE PLANNING • The replacement analysis the business venture should have a clear policy on equipment replacements to ensure an increased output • The company should have a progressive development plan to increase the revenue • The corporate marketing plan, the business plan the concurrent financial plan are all prospective tools • Computerization is the modern tool where the computation of data is customized for effective decision making • Conservative product selling should be replaced to innovative product line selling • We must add value to product to retain the selling capacity • We must conserve on costs both operational and fixed cost options • Minimize fixed cost to achieve better break even sales • Advertising strategies should include copy and message writing innovative • Sourcing of funds , sourcing of raw material, sourcing of human resources • MIS –selection of computer packages for point of sales, front office and backoffice an 05/20/1605/20/16 99
05/20/16 1005/20/1605/20/16 1010 MARKET ANALYSIS MARKET SEGMENTS AND MAJOR STRATEGIES , REVENUE ANALYSIS KPI-KRAs • Value To Extended Stay Conception –Time Share ownerships, A Digression to the Main Concept • A marketing plan, with a distinctive advertisement strategy, message driven to various segments of the market to exploit the market situations, confirms to marketing budget expenses would have to realize the room nights business with appropriate recoveries –Average Room Rates, and Revenue penetration so also with the food and beverage income and other income, with the recoveries and the yield per night on total income • A Business Plan visioned with a budget a variance analysis USAH , with a continuous monitoring of Revenue and costs should help in achieving a stipulated GOP off course more than 35% should get a derivative cash flow meeting the PAY BACK norm , is a project viability
05/20/16 11 MARKET ANALYSIS MARKET SEGMENTS AND MAJOR STRATEGIES , REVENUE ANALYSIS KPI-KRAs • Advertisement , develop the key message for relevant advertisement strategies , timing of advertisement, the media selection key message development timing and the segment targets , the cost involved and the results measured leasing is a new form of business enterprise these days, • video conferencing and press conferences ,product launch • modeling and brand managers are the prospective marketing strategy to the company, • Business to a certain profitable proposition, we can have a team of staff to develop copy writing, message, key words, selection of media , timing strategies for the advertisement or promotions target market segments , make advertisement films and have royalty rights on all our advertisement business promoted , the success of this business would be the models and brand managers whom we can deploy • Market position surveys ---market segment positions reviews , of corporate , travel agents business, internet ,others , loyalty programmes and points , companies web site influence 05/20/1605/20/16 1111
05/20/16 1205/20/1605/20/16 1212 Revenue analysis
05/20/16 1305/20/1605/20/16 1313 CUSTOMER ANALYSIS • POTENTIAL CUSTOMERS : • Business Travelers, • Value Oriented Leisure Travelers, • Corporations Relocating Professionals, • Employees and consultants on temporary Assignments , • Companies with multi location Lodging Needs, • • Government servants Awaiting permanent allocations ,
05/20/16 14 COMPETITOR ANALYSIS • Extended Stay Operators • Frasers Hospitality • •Segment –Luxury • •Location –New Delhi • Oakwood Corporate Housing • •Segment –Luxury • •Location –New Delhi, Pune, Bengaluru, Gurgaon, Mumbai, Jaipur • Taj Wellington Mews • •Segment -Luxury • •Location –Mumbai • Grand Hyatt Residences • •Segment –Luxury • •Location –Mumbai • Lakeside Chalet –Marriott Executive Apartments • •Segment –Luxury • •Location –Mumbai • Grand Residency, Intercontinental • •Segment –Luxury • •Location –Mumbai • Hummingbird –Corporate Housing • •Segment –Luxury (Corporate) • •Location –Bengaluru, Hyderabad, Mumbai, Pune, Chennai, Gurgaon, Noida, Madurai, Ahmadabad, Coorg 05/20/1605/20/16 1414
05/20/16 1505/20/1605/20/16 1515 MARKETING PLAN SWOT Analysis Product Place Price Promotion Target Market
05/20/16 1605/20/1605/20/16 1616 Marketing Segments specimen reports USD % Airlines Non-Crew 14$ 0.14 % Airlines Crew 770$ 7.94 % Corporate 2,606$ 26.88 % Internet 1,424$ 14.69 % Travel and tour 4,829$ 49.82 % Others 50$ 0.52 % TOTAL REVENUE 9,693.49$ 100.00% ROOMS REVENUE BY SEGMENT (in thousand) 2009 Budget (in thousand) 2009 Budget Room Nights Sold 110,966 Average Room Rate $ 87.36 Room Available 140,890 Revenue Penetration $ 68.80 Occupancy % 78.76% Guest Number 184,559 ROOMS STATISTICS 2009 Budget Available Seats 1,451,040 Actual Covers 665,200 % Occ. Seats 45.84% Avg. Check $ 14.68 Food Cost % 33.13% Beverage % 28.34% F&B STATISTICS (2)
05/20/16 17 The Budget Extended Stay Segment• Increased economic activity in AP good transportation within the state enables ease of travel but good network for quality budget accommodation does not exist. • There are no alternatives for Budget Lodges and Hotels. Lodges and Hotels in the segment are of very poor quality whilst their prices are not low either. • ‘Extended Stay’ Segment exists but is highly ‘unorganized’ and very fragmented. Mostly Landlord operated and unprofessional • No dominant leader of repute in the Extended Stay Segment in India at present • International Operators Exists but primarily in the Tier 1 cities and serving the Super Luxury Segment. Eg–Frasiers, Oakwood. None serving the budget segment • Corporatesprefer working with fewer number of suppliers across the country for Budget Extended Stay • Budget Hotels, Lodges exists but of very poor quality and not organized • International Travel Operators and Corporatesdo not have a platform to source and serve their Budget Extended Stay needs 05/20/1605/20/16 1717
05/20/16 1805/20/1605/20/16 1818 Why we are different from Others !• International Operators have entered India but are only serving a limited number of cities that too in the ‘Super Luxury’ Segment • We are positioning ourselves as a Budget Extended Stay Operator providing Three Star Accommodation • We have successfully ‘educated’ the AP traveler in accepting an Extended Stay Property (Apartment Hotel) as a desirable mode of accommodation • We are Systems and Process driven leveraging available technologies for automating operations • International Operators in India –Frasiers, Oakwood, Marriott but only serve the Luxury/Super Luxury Segments where the tariffs are at least INR9000 • Current Business Model is Asset light enabling faster commissioning time per property • Our Tariff starts at INR1800 which is great value for the quality of the property offered • Integrating backwards to deliver a trained professional work force through Ivorysands Hospitality Academy
05/20/16 1905/20/1605/20/16 1919 Macro Factors –Travel, Tourism & Hospitality • Increase in number of International Visitors to India • Increase in Travel & Tourism Spend Domestically • Increase in Travel & Tourism Demand • Increase in Capital Investment in Travel & Tourism Sector in India • Increase in Government Travel & Tourism Expenditure • Improvements in Travel Infrastructure causing an increase in mobility • Favorable terms towards tourism in recently announced Government Budget
05/20/16 2005/20/1605/20/16 2020 •
05/20/16 2105/20/1605/20/16 2121
05/20/16 2205/20/1605/20/16 2222 Material management –supply Chain • In Order to achieve s a sustained level of material flow rational policy and procedures material are set up for an effective mechanism of supply chain operations, which would govern a large scale warehousing facility , Thus to enable the objectives of the company , for a sustained level of material inflow at optimum pricing out flow of material from stores on FIFO Method and ABC analysis of inventory with EOQs PAR STOCK,SAFETY STOCK,LEAD TIME ,NONMOVING , supplemented with material procedures such as Material indenting system from stores and department , purchase order system material receivable –Goods Received Notes –material issue notes from stores to user department, inventory valuations , consumption analysis Material computerized package ,are all Bench Mark factors which influence positive for an effective supply chain management simulated to optimise inventory levels and costs and liquidity • Standardization Of Materials –Defining • • Better negotiable Bargain • Vendor development • Out sourcing large • Tabulation of quotations , and choosing the right supplier • Contracts • Foreign good imports • Import Incentives and Licences
05/20/16 23 OPERATIONAL MANAGEMENT• CURRENT PROCESS WE HAVE , FUTURE PROPOSALS • ACCOMODATIONS –FRONT OFFICE –RESERVATIONS ,CHECK IN OUT OUT ,TARIFF ,GUESTLEDGER , SERVICE FACILTATION , GUEST PRO HOUSEKEEPING –ACCOMODATIONS UPKEEP, LINEN INVENTORY MGT • ----making up of beds cleaning Minibar management and clearances, check out clearances, guest supplies, lost and found management , occupancy reports guest amenities , computerized occupancy reports guest Amenities , computerized the guest are given the best housekeeping services , reservations are handled with minimum discomfort to guests , guest complaints are handled with immediate attention daily briefings of staff , checking of arrival departures arranging airport pick ups , VIP status reports , complimentary drinks and fruit baskets special attention of suite guests lift handling concierge servicing group handling , VIP treatment of tour operators • Staff with well spoken English, Telephone eticacies • OTHER UTILTIES=BUSINESS CENTRE ,INTERNET ,TOURS BOUTIQUE • FOOD –SERVICE ,BUFFETS, ALACARTE ,ROOM SERVICE • BEVERAGE –BAR MANAGEMENT, COCK TAILS ,SOFT BEVERAGES STOCK CONTROL • KITCHEN ---MENU PLANNING ,FOOD COST , MISEN PLAUS, • KITCHEN STEWARDING –KITCHEN EQUIPMENT ,CUTLERY CROCKERY MANAGEMENT
05/20/16 2405/20/1605/20/16 2424 FINANCIALS • Analyses of management performances - EPS –REVENUE AND COST ,BREAK EVENS -GOPS- EBITDA- REV PAR- REAL ESTATE MARKET VALUE • OPERATING MARGINS , RATIO ANALYSIS , CAPITILASATION RATES,BALANCE SHEET ,PL -SURPLUS –SHARE VALUE APPRECIATIONS –LIQUIDITY --CASH FLOW KPI –Key performance Indicators , KRA-s Key result areas, average rates, REV PAR-Occupancy ratio , food and beverage cost , utility cost reports –telephone , laundry ,Daily revenue to purchases reports ,etc unit cost per room , variable cost per room , contribution per room Guest analysis –room recovery per guest , FB cost per guest , Business plan , budget and forecast s, HR motivations, training and development , Retained earnings –uniform system of accounting –profit center Basis • Daily briefings and MIS, target revenues and cost analysis , guest complaints –redresses of complaints , duty management reports , night managers reports , night audit reports • AUDIT –External audit , Internal audit and manpower audit , maximizes values , crushes costs and justifies opportunity cost • PREOPENING S –project planning and preopening are important aspect of management • BALANCE SHEET Ratios ---Accounts Receiveable /payable ageing analysis—ANALYSIS OF CURRENT RATIO, QUICK RATIO, Liquidity m Debt equity, other Ratios • Entrepreneur resourcing planning, Project Identifications and planning --Implementations and hands on experience in Micros Fidelio, prologic, --integrations –-Dot pos , protel ---sun system (back office ), AGPAC , Microsoft projects, BOSS, PMS , IDS, QUICK BOOKS , TALLY infront, etc- etc
05/20/16 25 FINANCIAL PLAN Summary of Financial Results 05/20/1605/20/16 2525 2009 Budget Financial Results 55.75% 45.08% 29.09% 21.81% 100.00% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 1REVENUE DEPARTMENT PROFITS GOP EBIT NOP FINANCIAL RESULTS (in thousand) 2009 Budget USD % Total Revenu e $ 20,61 7 100.00 % Dept. Profits $ 11,49 4 55.75 % GOP $ 9,295 45.08 % EBIT $ 5,997 29.09 % NOP $ 4,498 21.81 %
05/20/16 2605/20/1605/20/16 2626 Specimen format Financials SOUCRES OF REVENUE (in thousand) 2009 Budget USD % ROOMS $ 9,006 43.68 % FOOD & BEVERAGE $ 9,809 47.57 % LAUNDRY $ 53 0.26 % BUSINESS CENTER $ 38 0.18 % TELEPHONE $ 38 0.19 % TRANSPORTATION $ 70 0.34 % MASSAGE $ 267 1.29 % DISCO $ 1,203 5.83 % OTHER INCOME $ 121 0.59 % GAINS IN EXCHANGE $ 13 0.06 % TOTAL REVENUE $ 20,617.46 100.00% ROOMS, 43.68 %FOOD & BEVERAGE, 47.57 % LAUNDRY, 0.26 % BUSINESS CENTER, 0.18 % TELEPHONE, 0.19 % TRANSPORTATION, 0.34 % MASSAGE, 1.29 % DISCO, 5.83 % OTHER INCOME, 0.59 % GAINSIN EXCHANGE, 0.06 % Sourcesof Revenue - Budget2009
05/20/16 2705/20/1605/20/16 2727 `````specimen``` ` ` FINANCIAL PLANFINANCIAL PLAN Budget Break Even AnalysisBudget Break Even Analysis WPH ROOMS F&B BREAK EVEN UNITS 5,101$ 11,190$ 126,630$ Price per Unit Yield 185.80$ 81.16$ 15.39$ Total Sales Volume 947,768$ 908,205$ 1,948,352$ Variable Cost 419,398$ 98,950$ 1,038,333$ Fixed Cost 528,370$ 809,255$ 910,019$ Total BE Sales 947,768$ 908,205$ 1,948,352$ Cost Per Unit 185.80$ 81.16$ 15.39$ Loss / Gain per Unit -$ -$ -$ BE Variable Cost per Unit 82.22$ 8.84$ 8.20$ BE Fixed Cost per Unit 103.58$ 72.32$ 7.19$ 2009 Budget BREAK EVEN ANALYSIS
05/20/16 2805/20/1605/20/16 2828 Asset Management • OBJECTIVES -- Creation and protection of the company Assets , the owners and share holders EPS –Earning s per share ,property values , Investment Portfolio In Real Estates , expansion Room nights and MICE – Entertainment /Health cub /RETAIL and SHOPPING MALLS /Travel agency /GSA and Other Allied Investments/ERP-Packages for project identification • Proactive areas of asset management are –benchmarking asset performance assessing management companies, negotiating contracts , Operating finance and Capex decisions , evaluating management company performance , decision like to hold or sell owning company operating company relationships ,operating and capital budgets , business plans risk replacement analysis of assets ,Leasing and tenant relations • Property acquisition and disposition—portfolio investments , MOUs on share of pother companies , holding company and subsidiary company – mergers , real estate investment s, disposal of properties with provisions of companies act , take over's , operating , managing • And franchising analyzing feasibility payback rate of return • Renovation and expansison –renovations are to upgrade the hotel , offer better guest facilitations , --upgrade from 4 * to 5* or More , development of products new product line and value additions , expansions-- additional rooms , additional restaurant and entertainment facilitations , after project and feasibility studies of market demand and cash flow generations
05/20/16 2905/20/1605/20/16 2929 • Leasing of utility equipments –like generators ,compressors etc • Leasing agreements tenancy agreements ,adequate cover on collection of advances , gross assets less depreciation concept , net assets ,charges of deprecation to lease, • Staff housing tenancy agreements , discotheques , hair cutting saloon , fitness centers , massage , karaoke , shopping malls , bank extension counters • Risk analysis --A risk analysis involves identifying the most probable threats to an organization and analyzing the related vulnerabilities of the organization to these threats .Most businesses depend heavily on technology and automated systems, and their disruption for even a few days could cause severe financial loss and threaten survival. The continued operations of an organization depend on management’s awareness of potential disasters, their ability to develop a plan to minimize disruptions of mission critical functions, and the capability to recover operations expediently and successfully. The risk analysis process provides the foundation for the entire recovery planning effort. Insurance coverages , Market survey, Indexes- commodity, share property values • Safe guarding of Fixed assets –like land , building ,plant and machinery , equipment ,laundry equipment , entertainment equipments , furniture and fittings –SOEs ,crockery , cutlery , kitchen equipment, room and restaurant linen –analysis of breakages , wastages , discard and disposal of assets , stock inventories –WAC—FIFO –NON MOVING • Projects –PERT and CPM –critical path methods of project evaluations, funding process • Operational proposals –profit plan projections for EVENTS , estimated cost analysis for new project and proposals Asset Management -cont
05/20/16 3005/20/1605/20/16 3030 ENGINEERING/PROJECTS • Engineering Preventive Maintenance schedules • Rain water harvesting • Plumbing's and sanitary ware • Water filtrations ,water tanks and storage • Effluent treatment • Chemicals • Transformers • Air cons • Projects –Approval of plans • Site development, Soil Testing • Material Flow • Manning guide –Deployment and management • Construction of units ,environment Protection, treatment plants, Incinerators • Budget estimates Vs Accruals cost, cost overrides , • Administration --
05/20/16 31 Preopening • Insurance, Purchasing & Receiving Payroll, Sop's, Accounting Manual • Establish hotel credit policy and procedures , Banking , Obtain licenses and permits , Third Party Agreements Leases Retail,RFP –Request for Proposal • F&B Financial Reporting, Planning , Operating Budget, Pre-opening Budget Develop forecasting program IT Manual Back Up - SOP‘ s Systems PMS Hotel Pre-Opening Template RFP Develop Business Process Determine Workstations: RFP Key lock System Back-Office System, Entertainment System, Television, Music, Timekeeping System , Telephone System ,connectivity ,Catering Sales Management System , Business Cards, Payroll Checks AP checks , Purchase Requisitions/Orders , Human resources,DevelopIncentive,Recruitment Management ,Hire Senior Management Team , General Manager, Director of Operations Director of Rooms Director of F&B Spa Director Hotel Controller Chief Engineer Revenue Manager Director of Human Resources, Director of Sales & Marketing Hire Department Heads, Hire Junior Managers, SOP's Discipline/House Rules Vacation Evaluation and Merit IncreasesAttendance , Leave of Absence , Report in Pay/On-Call , Dress Code Uniform/Badge/Material/Equipment Issue Flowers MOD Pay PolicyEmployee Requisition Goal Setting/Performance Standards • Conducting Effective Meetings Hotel Policy & Procedures Operational skills training Life safety, fire and evacuation training , New Hire Orientation, Departmental Orientation • Telephone Etiquette/Standards Sanitation Certification Responsible Alcohol Service MOD Program Develop MOD Manual/SOP's Develop Procedures to Respond to Internal Applications • Develop Recruitment/Advertising Plan Develop Setup Fitness Center • Select and procure exercise equipment SOP'sSelect and procure Operating Supplies & Equipment Treatments Develop Treatment Programs Develop SOP's • Select and procure Operating Supplies & Equipment
05/20/16 32 Preopening cont • 'Develop Spa SOP' Develop Rooms Division SOP's Printed Materials Privacy Please Signs Privacy Courtesy Note UmbrellasTelephone Pads Dialing Instructions Driving Directions VIP Note Cards/envelopes Fax Delivery Envelopes Guestroom Note Pad Valet Laundry Bag Valet Laundry Price SheetShoe Shine Bag Shoe Shine Instructions Activity Calendar Newsletter Guest Services Develop VIP program Transportation Vehicle Acquisition Finalize schedules & routes Review samples/pricing Order final selection Receive final selection Apply logo Develop preventive maintenance program,Vehicles in service • Roadwork Determine route Evaluate road condition Make adjustment Housekeeping • S&P Shakers Sugar Menus Breakfast Lunch Dinner Wine/Beverage • lounge Afternoon Tea Menu Room Service Menu Door Knob Breakfast Menu Mini Bar Menu F&B Inventories Develop Kitchen par stock Develop master beverage/bar stock and wine list Procure opening F&B inventories Bar Entertainment Banquet MenusRooms Linen China, Glass & Silver • Glassware-F&B Linen Kitchen Smallwares Banquet Equipment Guest Ice MachinesF&B Consumables Guest Bath Amenities Guestroom Amenities Guestroom Hair Dryers Guestroom Cosmetic Mirrors • Maintenance inventory Maintenance Tools Maintenance Equipment • Housekeeping Equipment Housekeeping Guest consumables Housekeeping Cleaning Supplies Spa Equipment Spa Guest Consumables Spa Cleaning Supplies Rooms Print & Stationary (Registration, key packet, etc.) Guest Services Directory Key Packet Develop registration/check-out system and collateral Administration/Sales Print & Stationary (paper system) Uniforms • Front Office Supplies Front Office Equipment Administration Shelving Office Furniture- Back Of House Office Equipment Copy Machines
05/20/16 33 Preopening • Postage Machine Fax Machines Computers/Printers Pool Equipment Guestroom Safes Security Two- way radios Monitoring System , Keys Stanchions ,Sales & Marketing Marketing Plan Revenue Management,Reservations,sales and marketingName Leisure individual Spreading The Word Image/Brand Advertising Develop advertising/media plan by market segement Create advertising 0 Media buys Establish Tracking Mechanism for advertising campaign Launch advertising campaign Establish listings in directories (HTI, OHG, OAG, Official meeting facilities guide) Develop in-room TV Promotion Video Establish local yellow pages line listing Affiliations Coordinate Inspections Establish Lodging Association Membership Establish Restaurant Association Membership Establish Chamber Membership 3 Sales Collateral Develop facilities guide/presentation folder Develop Pre-Opening Brochure Develop Permanent Brochure Develop Spa Brochure Develop ancillary sales collateral/stationery 45 days Thu 1/1/04 Wed 3/3/04 NA Develop Press Kit Develop Property Maps Develop Key Card Design Develop Tariff Cards Photography/Video Coordinate photo shoot for permanent brochure • Video Shoot Public Relations Hire PR Firm Develop Media Kit Develop hotel fact sheet Develop Bio's Photography • Solicit Editorials Develop Media Visit Schedule Develop community/regional partnerships (Arts, Film, etc.) Establish listing/contact with local organizations Soft-opening PR Activities Gifts • CorporatePartys Grand Opening Hotel Opening Date list of target groups On-line Reservations Website Packages Leisure • Launch package advertising Tour Group , Wedding • Repairs & Maintenance • Printed Materials Cleaning Chemicals Domestic Water Determine water treatment for central plant Preventive Maintenance Programs Develop rooms preventive maintenance Develop public areas preventive maintenance program Develop equipment preventive maintenance program Develop chiller, KWH, gas and watertemp./pressure logs and meter logs Safety • Ensure fire extinguishers are in place Develop Safety Committee Model Rooms Coordinate move of model rooms Repair Response System Develop work order system Training • Guest Key Card System Television/Movies training Mechanical/HVAC training Guestroom PM program training Public space PM program
05/20/16 34 PREOPENING • Signage Pre-opening offices Develop MOD manual Develop risk management manual/evacuation plan Obtain fire department approval of fire/evacuation plan MSD Sheets Compile MSD Sheets for all Chemicals 30 days Construction/Building Preparation Kitchen NA • Submit punch list to Chef, Dir. F&B for comments Equipment commissioning complete Restaurant Lounge etc Spa, Building Exterior, Landscaping Back-Of-The-House Uniform Room Administrative/Front Office F,F&E Installation Guestrooms Spa Public Areas Back-of-the-house • Administrative Offices Kitchen/Engineering/Housekeeping Testing/Documentation, Environmental/Recycling, Contract Maintenance and Service Agreements Rodent and Pest Control Indoor Plants Indoor Floral, Landscape Snow Removal • Mechanical Life Safety Secure Background Music
05/20/16 35 Information Technology • Selection of IT packages • Front end and Back Office including Reservations • Communication • Internet • Set Up Of Office systems -computers • Business center Operations • Room IT facilitations • Web site management
05/20/16 3605/20/1605/20/16 3636 Administration, Human Resources,Security,liaison ,Legal • Human resources management—Hotel human resources are treasure to the company and service being the main factors employees are the main contributors to the marketing concept ,Service facilitation ,Professionalization of employees for growth -vertically • ,--- Motivation retention of employees—performance appraisal on SWOT BASIS , recruitment and manpower development , ABILITY to PAY-NIKKEREAN TO PAY, MANPOWER UTILISATIONS ,leadership Grid Analysis –X and Y Theories • Manning Guide ,-Executive Team/HOD-Team –Operational and UtilityEmployees Payroll ,computerized payroll system Set goals, motivate/ discipline employees; perform labor expense control, control of general expenses and resolve guest related issues in accordance with the company goals ,staff welfare , staff facilitations • Overview HR matters including interviewing, hiring, training, assigning work, coaching/counseling and performance appraisals • Commercial laws , Labor laws Licensing ,Effective security System • `````` • ```
05/20/16 3705/20/1605/20/16 3737 S.W.O.T Strengths Weaknesses - Supply of rooms and meeting space - All in one facilities - Reasonable & flexible pricing --Guests Service standard to be met Thru change management techniques Vis a vis Training -Labor Motivations -Advertisement and Target Customers - Independent Acomodation s without international brand name - If Not well perceived as a star Rated Accommodation Unit - Government Policy On Plan Approvals , grant of licenses may ,delayed funding consortiums may hinder the projected growth rates Opportunities Threats - As Extended stay is a start up concept in the Region , should strive to become Market Leaders -Guests service and facilitation Complaints on Trip Advisor - Frequency of traveling affected by Political Environment Factors -Stifle Competition Labour dissensions
05/20/16 3805/20/1605/20/16 3838 Summations –ROAD MAP-Project Diversifications and Value Additions visions • New Project envisaged extended stay units--in Phase 1 • Convention centre –Business centre ,Kids Club SPA, Discotheque Lounge—Facilitations • Shopping Malls , Boutique , Hospital –Tie Ups ,Medical Stores and Facilitations ,swimming pool • Food and beverage outlets and other utilities • Time share conceptualization , An alternative Feature but very productive In fixed Yield • ENTERTAINMENT— • Promotions –Guest –Cultural Programme,folk Dances ,Western Dances Band etc Games ,honey Mooners special,VIPs,Fruit Baskets wines complimentary ,Tours ,vouchers discounts etc • Capital Improvements –Buildings ,All hotel Equipments , Plant n Machinery Computerization FFE, Electrical Fittings , Lifts , • Project Profile –Experienced in IFC financed and EADB financed hospitality Project –CPM –Microsoft Project
05/20/16 39 ROAD MAP DERIVATIVES 05/20/1605/20/16 3939
05/20/16 4005/20/1605/20/16 4040 THANK YOU S.JAYAKUMAR ----MA,MBA, ACS –INTER , DIPLOMA IN HOTEL AND AIRLINES MANAGEMENT ,BGL,DIPLOMA IN COMPUTER APPLICATIONS PETER DRUCKER says We now accept the fact that learning is a lifelong process of keeping abreast of change. And PHILIP E KOTLER says-The Product should sell by itself rather an extraordinary effort to sell Finnese –JAYS Vision Develop a Theme –logo –Brand MANAGING THE MARKET/VALUE ADDITIONS MANAGING COST/-RISK ANALYSIS –EVALUATIONS -STIFFLE COMPETITION Thru Better Service ,Guest

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executive summary latest

  • 1.
    05/20/16 1 -Executive SummaryModel Report``` ```` AN EXCLUSIVE PRESENTATION - AN OVERVIEW SUMMARY OF THE PROLIFIC EXTENDED STAY SYSTEM THIS PRESENTATION IS MADE BY S.JAYAKUMAR ----MA,MBA, ACS –INTER , DIPLOMA IN HOTEL AND AIRLINES MANAGEMENT ,BGL,DIPLOMA IN COMPUTER APPLICATIONS 05/20/1605/20/16 11
  • 2.
    05/20/16 2 •• BUSINESSENTREPRENAURSHIP -Model • Entrepreneurship-owner • Business formulation • • Market Research & Project Identification • • Project Report , Feasibility and Design • Company status –Incorporated-Partnership-objectives and Articles • ' • Capital –Sources and Mobilization • HOTEL BUSINESS PROCESS • • OPERATIIONAL SUPPORT SERVICES CORPORATE BUSINESS ENCRYPT ` • 1 ACCOMODATIONS 1 SALES AND MARKETING 1 BUSINESS PLAN-BRANDING ,SOPs, Trip advisor • 2 FOOD and BEVERAGE 2 FINANCE & HR and ADMN 2 KRA’: s /KPI ’s, Opportunity Cost decisions • • 2 A KITCHEN 2 A MATERIALS supply chain-Stores 3 ASSET MANAGEMENT • inventory, par stock, physical COST BOARD • stock Verification, Balance sheet Leverage Recon ,Fixed Asset Register • IFRS ,GAAP & , AUTHORISATIONs • B STEWARDING B HUMAN RESOURCES 4 PROFIT PLAN- USAH - Budget GOP ,cash flow • C COLD STORE AND GEN STORE C SECURITY • ENTERTAINMENT 5 CONTRACTS – LEGAL SYSTEMS • HEALTH CLUB 3 Engineering 6 Risk Management IT solutions /Package systems • SPA 3 a PROJECT -Renovation • BOUTIQUE b Preventive Maintenance • c Key spares Procurement • 4 Transportation 7 Manning Guide –structure, PA,SWOT Welfare • DISCO ORGANISATIONAL STRUCTURE,JOB DESCRIPTION` • Trade union Relations ship • Swimming Pool 5 IT -MIS 8 Tax Planning-Surplus –New project Identification • Tours –local • Guest Transport 9 OWNING COMPANY/OPERATING COMPANY OBLIGATIONS • Diving • Cruise 10 PASSION AND OWNERSHIP • Sea sports • Beach sports A HOTEL BUSINESS MDEL—BY JAY • Cost board •
  • 3.
    05/20/16 3 Organisational structure–hotel ,Hierarchy ,Relationships,communication flow ,job descriptions-the structure needs to plan ,Organise ,Staff ,Direct ,Coordinate and control Organisational structure –hotel ,Hierarchy ,Relationships,communication flow ,job descriptions-the structure needs to plan ,Organise ,Staff ,Direct ,Coordinate and control
  • 4.
    05/20/16 405/20/1605/20/16 44 •INTRODUCTION—ALL MODEL REPORTS • OWNERSHIP-CAPITAL STRUCTURE • OBJECTIVES • INVESTMENT • VISION MISSION/POSITION • CORPORATE PLANNING • MARKET ANALYSIS • CUSTOMER ANALYSIS CONCLUSIONS • COMPETITOR ANALYSIS CONCLUSIONS • PRODUCT ANALYSIS CONCLUSIONS • MATERIAL MANAGEMENT • OPERATIONAL MANAGEMENT • FINANCIAL ANALYSIS –Budgets –Cash flow • ASSET MANAGEMENT- • ENGINEERING /PROJECTS • HUMAN RESOURCES –Executive Team • SUMMATIONS • ROAD MAP • THANK YOU INDEXINDEX
  • 5.
    05/20/16 505/20/1605/20/16 55 Ownership •CAPITAL ---the companies Assets and Liabilities are Listed • The promoters- • A start Up company in a small way is now an Ongoing company with 127units serving two locations Begumpet and Madhapur , and is projecting a hall mark growth in the next couple of years • ISO 9001 certified company manifested with Premise , Vision , enterprise and global Benchmarking • Has an Award from the Local Government, and expects to TIE up with an established Global Brand extended stay Operator and also expects to tie up with a Global Brand for Technology /Knowledge Transfer To meet International standards of Operations and Management • The company Visions for a training and Educational programming for its employees as also for hospitality student community in the Local state by franchising with the UK educational institute
  • 6.
    05/20/16 605/20/1605/20/16 66 Objectives •To provide the Long Stay Guests a sophisticated Accommodation with facilitations of a Luxurious living • To strengthen and contribute to the Tourism infrastructure in the country • To cater to all segments of tourist Markets in the Indian and Global markets. • To follow and implement the legal system , and follow all legal imperatives of the law of the country as applicable • Our extended stay concept is envisaged as a systems based concept with a written down manual –SOP’s to regulate an emphatic approach in enhancing the service standards of the Hotel • To enhance the company stature in terms of growth through the Process of 4 M of management Market ,Money, Materials and Manpower through a coordination process of operational and utilities Management for achieving a surplus and Gainful road Map of Harmonious hospitality in Ivory Sands , • To Evolve and Derive The Time Share concept, as an Additional Market Driven Force
  • 7.
    05/20/16 705/20/1605/20/16 77 •INVESTMENT REQUIRED • Phase 1 -Looking to raise INR 361,250,000 to rollout 25 locations providing an Extended Stay System in the state of Andhra Pradesh • Break even Rooms as a %age of available rooms is 61% in Y1 and reducing to 32 % in Y5 • Pain Points Addressed –Lack of Good Quality Standardized Accommodation System in the Budget Segment that is suitable for Long and Short stays • A 3-Phase planned approach developed to create a dominant brand. This investment is for Phase 1 creating the biggest operator in the state of Andhra Pradesh • Phase 1 is an asset light model based on leasing with rapid commissioning time of around 3 months per property Investment Portfolios and Statistics
  • 8.
    05/20/16 805/20/1605/20/16 88 VISION/ MISSION • Vision -To be a Respectable Indian Leader in Global Hospitality by providing World Class Extended Stay experience to our Guests. Be India’s Largest and Favorite Extended Stay System. To show an occupancy of 90% • Mission -Be a respectable extended stay leader by providing Value and Efficient experience to our guest in at least five locations in the state of Andhra Pradesh and Proximity States. and Create the credibility of the accommodation units being number 1 in its region
  • 9.
    05/20/16 9 CORPORATE PLANNING •The replacement analysis the business venture should have a clear policy on equipment replacements to ensure an increased output • The company should have a progressive development plan to increase the revenue • The corporate marketing plan, the business plan the concurrent financial plan are all prospective tools • Computerization is the modern tool where the computation of data is customized for effective decision making • Conservative product selling should be replaced to innovative product line selling • We must add value to product to retain the selling capacity • We must conserve on costs both operational and fixed cost options • Minimize fixed cost to achieve better break even sales • Advertising strategies should include copy and message writing innovative • Sourcing of funds , sourcing of raw material, sourcing of human resources • MIS –selection of computer packages for point of sales, front office and backoffice an 05/20/1605/20/16 99
  • 10.
    05/20/16 1005/20/1605/20/16 1010 MARKETANALYSIS MARKET SEGMENTS AND MAJOR STRATEGIES , REVENUE ANALYSIS KPI-KRAs • Value To Extended Stay Conception –Time Share ownerships, A Digression to the Main Concept • A marketing plan, with a distinctive advertisement strategy, message driven to various segments of the market to exploit the market situations, confirms to marketing budget expenses would have to realize the room nights business with appropriate recoveries –Average Room Rates, and Revenue penetration so also with the food and beverage income and other income, with the recoveries and the yield per night on total income • A Business Plan visioned with a budget a variance analysis USAH , with a continuous monitoring of Revenue and costs should help in achieving a stipulated GOP off course more than 35% should get a derivative cash flow meeting the PAY BACK norm , is a project viability
  • 11.
    05/20/16 11 MARKET ANALYSIS MARKETSEGMENTS AND MAJOR STRATEGIES , REVENUE ANALYSIS KPI-KRAs • Advertisement , develop the key message for relevant advertisement strategies , timing of advertisement, the media selection key message development timing and the segment targets , the cost involved and the results measured leasing is a new form of business enterprise these days, • video conferencing and press conferences ,product launch • modeling and brand managers are the prospective marketing strategy to the company, • Business to a certain profitable proposition, we can have a team of staff to develop copy writing, message, key words, selection of media , timing strategies for the advertisement or promotions target market segments , make advertisement films and have royalty rights on all our advertisement business promoted , the success of this business would be the models and brand managers whom we can deploy • Market position surveys ---market segment positions reviews , of corporate , travel agents business, internet ,others , loyalty programmes and points , companies web site influence 05/20/1605/20/16 1111
  • 12.
  • 13.
    05/20/16 1305/20/1605/20/16 1313 CUSTOMERANALYSIS • POTENTIAL CUSTOMERS : • Business Travelers, • Value Oriented Leisure Travelers, • Corporations Relocating Professionals, • Employees and consultants on temporary Assignments , • Companies with multi location Lodging Needs, • • Government servants Awaiting permanent allocations ,
  • 14.
    05/20/16 14 COMPETITOR ANALYSIS •Extended Stay Operators • Frasers Hospitality • •Segment –Luxury • •Location –New Delhi • Oakwood Corporate Housing • •Segment –Luxury • •Location –New Delhi, Pune, Bengaluru, Gurgaon, Mumbai, Jaipur • Taj Wellington Mews • •Segment -Luxury • •Location –Mumbai • Grand Hyatt Residences • •Segment –Luxury • •Location –Mumbai • Lakeside Chalet –Marriott Executive Apartments • •Segment –Luxury • •Location –Mumbai • Grand Residency, Intercontinental • •Segment –Luxury • •Location –Mumbai • Hummingbird –Corporate Housing • •Segment –Luxury (Corporate) • •Location –Bengaluru, Hyderabad, Mumbai, Pune, Chennai, Gurgaon, Noida, Madurai, Ahmadabad, Coorg 05/20/1605/20/16 1414
  • 15.
    05/20/16 1505/20/1605/20/16 1515 MARKETINGPLAN SWOT Analysis Product Place Price Promotion Target Market
  • 16.
    05/20/16 1605/20/1605/20/16 1616 MarketingSegments specimen reports USD % Airlines Non-Crew 14$ 0.14 % Airlines Crew 770$ 7.94 % Corporate 2,606$ 26.88 % Internet 1,424$ 14.69 % Travel and tour 4,829$ 49.82 % Others 50$ 0.52 % TOTAL REVENUE 9,693.49$ 100.00% ROOMS REVENUE BY SEGMENT (in thousand) 2009 Budget (in thousand) 2009 Budget Room Nights Sold 110,966 Average Room Rate $ 87.36 Room Available 140,890 Revenue Penetration $ 68.80 Occupancy % 78.76% Guest Number 184,559 ROOMS STATISTICS 2009 Budget Available Seats 1,451,040 Actual Covers 665,200 % Occ. Seats 45.84% Avg. Check $ 14.68 Food Cost % 33.13% Beverage % 28.34% F&B STATISTICS (2)
  • 17.
    05/20/16 17 The BudgetExtended Stay Segment• Increased economic activity in AP good transportation within the state enables ease of travel but good network for quality budget accommodation does not exist. • There are no alternatives for Budget Lodges and Hotels. Lodges and Hotels in the segment are of very poor quality whilst their prices are not low either. • ‘Extended Stay’ Segment exists but is highly ‘unorganized’ and very fragmented. Mostly Landlord operated and unprofessional • No dominant leader of repute in the Extended Stay Segment in India at present • International Operators Exists but primarily in the Tier 1 cities and serving the Super Luxury Segment. Eg–Frasiers, Oakwood. None serving the budget segment • Corporatesprefer working with fewer number of suppliers across the country for Budget Extended Stay • Budget Hotels, Lodges exists but of very poor quality and not organized • International Travel Operators and Corporatesdo not have a platform to source and serve their Budget Extended Stay needs 05/20/1605/20/16 1717
  • 18.
    05/20/16 1805/20/1605/20/16 1818 Whywe are different from Others !• International Operators have entered India but are only serving a limited number of cities that too in the ‘Super Luxury’ Segment • We are positioning ourselves as a Budget Extended Stay Operator providing Three Star Accommodation • We have successfully ‘educated’ the AP traveler in accepting an Extended Stay Property (Apartment Hotel) as a desirable mode of accommodation • We are Systems and Process driven leveraging available technologies for automating operations • International Operators in India –Frasiers, Oakwood, Marriott but only serve the Luxury/Super Luxury Segments where the tariffs are at least INR9000 • Current Business Model is Asset light enabling faster commissioning time per property • Our Tariff starts at INR1800 which is great value for the quality of the property offered • Integrating backwards to deliver a trained professional work force through Ivorysands Hospitality Academy
  • 19.
    05/20/16 1905/20/1605/20/16 1919 MacroFactors –Travel, Tourism & Hospitality • Increase in number of International Visitors to India • Increase in Travel & Tourism Spend Domestically • Increase in Travel & Tourism Demand • Increase in Capital Investment in Travel & Tourism Sector in India • Increase in Government Travel & Tourism Expenditure • Improvements in Travel Infrastructure causing an increase in mobility • Favorable terms towards tourism in recently announced Government Budget
  • 20.
  • 21.
  • 22.
    05/20/16 2205/20/1605/20/16 2222 Materialmanagement –supply Chain • In Order to achieve s a sustained level of material flow rational policy and procedures material are set up for an effective mechanism of supply chain operations, which would govern a large scale warehousing facility , Thus to enable the objectives of the company , for a sustained level of material inflow at optimum pricing out flow of material from stores on FIFO Method and ABC analysis of inventory with EOQs PAR STOCK,SAFETY STOCK,LEAD TIME ,NONMOVING , supplemented with material procedures such as Material indenting system from stores and department , purchase order system material receivable –Goods Received Notes –material issue notes from stores to user department, inventory valuations , consumption analysis Material computerized package ,are all Bench Mark factors which influence positive for an effective supply chain management simulated to optimise inventory levels and costs and liquidity • Standardization Of Materials –Defining • • Better negotiable Bargain • Vendor development • Out sourcing large • Tabulation of quotations , and choosing the right supplier • Contracts • Foreign good imports • Import Incentives and Licences
  • 23.
    05/20/16 23 OPERATIONAL MANAGEMENT• CURRENTPROCESS WE HAVE , FUTURE PROPOSALS • ACCOMODATIONS –FRONT OFFICE –RESERVATIONS ,CHECK IN OUT OUT ,TARIFF ,GUESTLEDGER , SERVICE FACILTATION , GUEST PRO HOUSEKEEPING –ACCOMODATIONS UPKEEP, LINEN INVENTORY MGT • ----making up of beds cleaning Minibar management and clearances, check out clearances, guest supplies, lost and found management , occupancy reports guest amenities , computerized occupancy reports guest Amenities , computerized the guest are given the best housekeeping services , reservations are handled with minimum discomfort to guests , guest complaints are handled with immediate attention daily briefings of staff , checking of arrival departures arranging airport pick ups , VIP status reports , complimentary drinks and fruit baskets special attention of suite guests lift handling concierge servicing group handling , VIP treatment of tour operators • Staff with well spoken English, Telephone eticacies • OTHER UTILTIES=BUSINESS CENTRE ,INTERNET ,TOURS BOUTIQUE • FOOD –SERVICE ,BUFFETS, ALACARTE ,ROOM SERVICE • BEVERAGE –BAR MANAGEMENT, COCK TAILS ,SOFT BEVERAGES STOCK CONTROL • KITCHEN ---MENU PLANNING ,FOOD COST , MISEN PLAUS, • KITCHEN STEWARDING –KITCHEN EQUIPMENT ,CUTLERY CROCKERY MANAGEMENT
  • 24.
    05/20/16 2405/20/1605/20/16 2424 FINANCIALS •Analyses of management performances - EPS –REVENUE AND COST ,BREAK EVENS -GOPS- EBITDA- REV PAR- REAL ESTATE MARKET VALUE • OPERATING MARGINS , RATIO ANALYSIS , CAPITILASATION RATES,BALANCE SHEET ,PL -SURPLUS –SHARE VALUE APPRECIATIONS –LIQUIDITY --CASH FLOW KPI –Key performance Indicators , KRA-s Key result areas, average rates, REV PAR-Occupancy ratio , food and beverage cost , utility cost reports –telephone , laundry ,Daily revenue to purchases reports ,etc unit cost per room , variable cost per room , contribution per room Guest analysis –room recovery per guest , FB cost per guest , Business plan , budget and forecast s, HR motivations, training and development , Retained earnings –uniform system of accounting –profit center Basis • Daily briefings and MIS, target revenues and cost analysis , guest complaints –redresses of complaints , duty management reports , night managers reports , night audit reports • AUDIT –External audit , Internal audit and manpower audit , maximizes values , crushes costs and justifies opportunity cost • PREOPENING S –project planning and preopening are important aspect of management • BALANCE SHEET Ratios ---Accounts Receiveable /payable ageing analysis—ANALYSIS OF CURRENT RATIO, QUICK RATIO, Liquidity m Debt equity, other Ratios • Entrepreneur resourcing planning, Project Identifications and planning --Implementations and hands on experience in Micros Fidelio, prologic, --integrations –-Dot pos , protel ---sun system (back office ), AGPAC , Microsoft projects, BOSS, PMS , IDS, QUICK BOOKS , TALLY infront, etc- etc
  • 25.
    05/20/16 25 FINANCIAL PLAN Summaryof Financial Results 05/20/1605/20/16 2525 2009 Budget Financial Results 55.75% 45.08% 29.09% 21.81% 100.00% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 1REVENUE DEPARTMENT PROFITS GOP EBIT NOP FINANCIAL RESULTS (in thousand) 2009 Budget USD % Total Revenu e $ 20,61 7 100.00 % Dept. Profits $ 11,49 4 55.75 % GOP $ 9,295 45.08 % EBIT $ 5,997 29.09 % NOP $ 4,498 21.81 %
  • 26.
    05/20/16 2605/20/1605/20/16 2626 Specimenformat Financials SOUCRES OF REVENUE (in thousand) 2009 Budget USD % ROOMS $ 9,006 43.68 % FOOD & BEVERAGE $ 9,809 47.57 % LAUNDRY $ 53 0.26 % BUSINESS CENTER $ 38 0.18 % TELEPHONE $ 38 0.19 % TRANSPORTATION $ 70 0.34 % MASSAGE $ 267 1.29 % DISCO $ 1,203 5.83 % OTHER INCOME $ 121 0.59 % GAINS IN EXCHANGE $ 13 0.06 % TOTAL REVENUE $ 20,617.46 100.00% ROOMS, 43.68 %FOOD & BEVERAGE, 47.57 % LAUNDRY, 0.26 % BUSINESS CENTER, 0.18 % TELEPHONE, 0.19 % TRANSPORTATION, 0.34 % MASSAGE, 1.29 % DISCO, 5.83 % OTHER INCOME, 0.59 % GAINSIN EXCHANGE, 0.06 % Sourcesof Revenue - Budget2009
  • 27.
    05/20/16 2705/20/1605/20/16 2727 `````specimen``` ` ` FINANCIALPLANFINANCIAL PLAN Budget Break Even AnalysisBudget Break Even Analysis WPH ROOMS F&B BREAK EVEN UNITS 5,101$ 11,190$ 126,630$ Price per Unit Yield 185.80$ 81.16$ 15.39$ Total Sales Volume 947,768$ 908,205$ 1,948,352$ Variable Cost 419,398$ 98,950$ 1,038,333$ Fixed Cost 528,370$ 809,255$ 910,019$ Total BE Sales 947,768$ 908,205$ 1,948,352$ Cost Per Unit 185.80$ 81.16$ 15.39$ Loss / Gain per Unit -$ -$ -$ BE Variable Cost per Unit 82.22$ 8.84$ 8.20$ BE Fixed Cost per Unit 103.58$ 72.32$ 7.19$ 2009 Budget BREAK EVEN ANALYSIS
  • 28.
    05/20/16 2805/20/1605/20/16 2828 AssetManagement • OBJECTIVES -- Creation and protection of the company Assets , the owners and share holders EPS –Earning s per share ,property values , Investment Portfolio In Real Estates , expansion Room nights and MICE – Entertainment /Health cub /RETAIL and SHOPPING MALLS /Travel agency /GSA and Other Allied Investments/ERP-Packages for project identification • Proactive areas of asset management are –benchmarking asset performance assessing management companies, negotiating contracts , Operating finance and Capex decisions , evaluating management company performance , decision like to hold or sell owning company operating company relationships ,operating and capital budgets , business plans risk replacement analysis of assets ,Leasing and tenant relations • Property acquisition and disposition—portfolio investments , MOUs on share of pother companies , holding company and subsidiary company – mergers , real estate investment s, disposal of properties with provisions of companies act , take over's , operating , managing • And franchising analyzing feasibility payback rate of return • Renovation and expansison –renovations are to upgrade the hotel , offer better guest facilitations , --upgrade from 4 * to 5* or More , development of products new product line and value additions , expansions-- additional rooms , additional restaurant and entertainment facilitations , after project and feasibility studies of market demand and cash flow generations
  • 29.
    05/20/16 2905/20/1605/20/16 2929 •Leasing of utility equipments –like generators ,compressors etc • Leasing agreements tenancy agreements ,adequate cover on collection of advances , gross assets less depreciation concept , net assets ,charges of deprecation to lease, • Staff housing tenancy agreements , discotheques , hair cutting saloon , fitness centers , massage , karaoke , shopping malls , bank extension counters • Risk analysis --A risk analysis involves identifying the most probable threats to an organization and analyzing the related vulnerabilities of the organization to these threats .Most businesses depend heavily on technology and automated systems, and their disruption for even a few days could cause severe financial loss and threaten survival. The continued operations of an organization depend on management’s awareness of potential disasters, their ability to develop a plan to minimize disruptions of mission critical functions, and the capability to recover operations expediently and successfully. The risk analysis process provides the foundation for the entire recovery planning effort. Insurance coverages , Market survey, Indexes- commodity, share property values • Safe guarding of Fixed assets –like land , building ,plant and machinery , equipment ,laundry equipment , entertainment equipments , furniture and fittings –SOEs ,crockery , cutlery , kitchen equipment, room and restaurant linen –analysis of breakages , wastages , discard and disposal of assets , stock inventories –WAC—FIFO –NON MOVING • Projects –PERT and CPM –critical path methods of project evaluations, funding process • Operational proposals –profit plan projections for EVENTS , estimated cost analysis for new project and proposals Asset Management -cont
  • 30.
    05/20/16 3005/20/1605/20/16 3030 ENGINEERING/PROJECTS •Engineering Preventive Maintenance schedules • Rain water harvesting • Plumbing's and sanitary ware • Water filtrations ,water tanks and storage • Effluent treatment • Chemicals • Transformers • Air cons • Projects –Approval of plans • Site development, Soil Testing • Material Flow • Manning guide –Deployment and management • Construction of units ,environment Protection, treatment plants, Incinerators • Budget estimates Vs Accruals cost, cost overrides , • Administration --
  • 31.
    05/20/16 31 Preopening • Insurance,Purchasing & Receiving Payroll, Sop's, Accounting Manual • Establish hotel credit policy and procedures , Banking , Obtain licenses and permits , Third Party Agreements Leases Retail,RFP –Request for Proposal • F&B Financial Reporting, Planning , Operating Budget, Pre-opening Budget Develop forecasting program IT Manual Back Up - SOP‘ s Systems PMS Hotel Pre-Opening Template RFP Develop Business Process Determine Workstations: RFP Key lock System Back-Office System, Entertainment System, Television, Music, Timekeeping System , Telephone System ,connectivity ,Catering Sales Management System , Business Cards, Payroll Checks AP checks , Purchase Requisitions/Orders , Human resources,DevelopIncentive,Recruitment Management ,Hire Senior Management Team , General Manager, Director of Operations Director of Rooms Director of F&B Spa Director Hotel Controller Chief Engineer Revenue Manager Director of Human Resources, Director of Sales & Marketing Hire Department Heads, Hire Junior Managers, SOP's Discipline/House Rules Vacation Evaluation and Merit IncreasesAttendance , Leave of Absence , Report in Pay/On-Call , Dress Code Uniform/Badge/Material/Equipment Issue Flowers MOD Pay PolicyEmployee Requisition Goal Setting/Performance Standards • Conducting Effective Meetings Hotel Policy & Procedures Operational skills training Life safety, fire and evacuation training , New Hire Orientation, Departmental Orientation • Telephone Etiquette/Standards Sanitation Certification Responsible Alcohol Service MOD Program Develop MOD Manual/SOP's Develop Procedures to Respond to Internal Applications • Develop Recruitment/Advertising Plan Develop Setup Fitness Center • Select and procure exercise equipment SOP'sSelect and procure Operating Supplies & Equipment Treatments Develop Treatment Programs Develop SOP's • Select and procure Operating Supplies & Equipment
  • 32.
    05/20/16 32 Preopening cont • 'DevelopSpa SOP' Develop Rooms Division SOP's Printed Materials Privacy Please Signs Privacy Courtesy Note UmbrellasTelephone Pads Dialing Instructions Driving Directions VIP Note Cards/envelopes Fax Delivery Envelopes Guestroom Note Pad Valet Laundry Bag Valet Laundry Price SheetShoe Shine Bag Shoe Shine Instructions Activity Calendar Newsletter Guest Services Develop VIP program Transportation Vehicle Acquisition Finalize schedules & routes Review samples/pricing Order final selection Receive final selection Apply logo Develop preventive maintenance program,Vehicles in service • Roadwork Determine route Evaluate road condition Make adjustment Housekeeping • S&P Shakers Sugar Menus Breakfast Lunch Dinner Wine/Beverage • lounge Afternoon Tea Menu Room Service Menu Door Knob Breakfast Menu Mini Bar Menu F&B Inventories Develop Kitchen par stock Develop master beverage/bar stock and wine list Procure opening F&B inventories Bar Entertainment Banquet MenusRooms Linen China, Glass & Silver • Glassware-F&B Linen Kitchen Smallwares Banquet Equipment Guest Ice MachinesF&B Consumables Guest Bath Amenities Guestroom Amenities Guestroom Hair Dryers Guestroom Cosmetic Mirrors • Maintenance inventory Maintenance Tools Maintenance Equipment • Housekeeping Equipment Housekeeping Guest consumables Housekeeping Cleaning Supplies Spa Equipment Spa Guest Consumables Spa Cleaning Supplies Rooms Print & Stationary (Registration, key packet, etc.) Guest Services Directory Key Packet Develop registration/check-out system and collateral Administration/Sales Print & Stationary (paper system) Uniforms • Front Office Supplies Front Office Equipment Administration Shelving Office Furniture- Back Of House Office Equipment Copy Machines
  • 33.
    05/20/16 33 Preopening • PostageMachine Fax Machines Computers/Printers Pool Equipment Guestroom Safes Security Two- way radios Monitoring System , Keys Stanchions ,Sales & Marketing Marketing Plan Revenue Management,Reservations,sales and marketingName Leisure individual Spreading The Word Image/Brand Advertising Develop advertising/media plan by market segement Create advertising 0 Media buys Establish Tracking Mechanism for advertising campaign Launch advertising campaign Establish listings in directories (HTI, OHG, OAG, Official meeting facilities guide) Develop in-room TV Promotion Video Establish local yellow pages line listing Affiliations Coordinate Inspections Establish Lodging Association Membership Establish Restaurant Association Membership Establish Chamber Membership 3 Sales Collateral Develop facilities guide/presentation folder Develop Pre-Opening Brochure Develop Permanent Brochure Develop Spa Brochure Develop ancillary sales collateral/stationery 45 days Thu 1/1/04 Wed 3/3/04 NA Develop Press Kit Develop Property Maps Develop Key Card Design Develop Tariff Cards Photography/Video Coordinate photo shoot for permanent brochure • Video Shoot Public Relations Hire PR Firm Develop Media Kit Develop hotel fact sheet Develop Bio's Photography • Solicit Editorials Develop Media Visit Schedule Develop community/regional partnerships (Arts, Film, etc.) Establish listing/contact with local organizations Soft-opening PR Activities Gifts • CorporatePartys Grand Opening Hotel Opening Date list of target groups On-line Reservations Website Packages Leisure • Launch package advertising Tour Group , Wedding • Repairs & Maintenance • Printed Materials Cleaning Chemicals Domestic Water Determine water treatment for central plant Preventive Maintenance Programs Develop rooms preventive maintenance Develop public areas preventive maintenance program Develop equipment preventive maintenance program Develop chiller, KWH, gas and watertemp./pressure logs and meter logs Safety • Ensure fire extinguishers are in place Develop Safety Committee Model Rooms Coordinate move of model rooms Repair Response System Develop work order system Training • Guest Key Card System Television/Movies training Mechanical/HVAC training Guestroom PM program training Public space PM program
  • 34.
    05/20/16 34 PREOPENING • SignagePre-opening offices Develop MOD manual Develop risk management manual/evacuation plan Obtain fire department approval of fire/evacuation plan MSD Sheets Compile MSD Sheets for all Chemicals 30 days Construction/Building Preparation Kitchen NA • Submit punch list to Chef, Dir. F&B for comments Equipment commissioning complete Restaurant Lounge etc Spa, Building Exterior, Landscaping Back-Of-The-House Uniform Room Administrative/Front Office F,F&E Installation Guestrooms Spa Public Areas Back-of-the-house • Administrative Offices Kitchen/Engineering/Housekeeping Testing/Documentation, Environmental/Recycling, Contract Maintenance and Service Agreements Rodent and Pest Control Indoor Plants Indoor Floral, Landscape Snow Removal • Mechanical Life Safety Secure Background Music
  • 35.
    05/20/16 35 Information Technology • Selectionof IT packages • Front end and Back Office including Reservations • Communication • Internet • Set Up Of Office systems -computers • Business center Operations • Room IT facilitations • Web site management
  • 36.
    05/20/16 3605/20/1605/20/16 3636 Administration,Human Resources,Security,liaison ,Legal • Human resources management—Hotel human resources are treasure to the company and service being the main factors employees are the main contributors to the marketing concept ,Service facilitation ,Professionalization of employees for growth -vertically • ,--- Motivation retention of employees—performance appraisal on SWOT BASIS , recruitment and manpower development , ABILITY to PAY-NIKKEREAN TO PAY, MANPOWER UTILISATIONS ,leadership Grid Analysis –X and Y Theories • Manning Guide ,-Executive Team/HOD-Team –Operational and UtilityEmployees Payroll ,computerized payroll system Set goals, motivate/ discipline employees; perform labor expense control, control of general expenses and resolve guest related issues in accordance with the company goals ,staff welfare , staff facilitations • Overview HR matters including interviewing, hiring, training, assigning work, coaching/counseling and performance appraisals • Commercial laws , Labor laws Licensing ,Effective security System • `````` • ```
  • 37.
    05/20/16 3705/20/1605/20/16 3737 S.W.O.T StrengthsWeaknesses - Supply of rooms and meeting space - All in one facilities - Reasonable & flexible pricing --Guests Service standard to be met Thru change management techniques Vis a vis Training -Labor Motivations -Advertisement and Target Customers - Independent Acomodation s without international brand name - If Not well perceived as a star Rated Accommodation Unit - Government Policy On Plan Approvals , grant of licenses may ,delayed funding consortiums may hinder the projected growth rates Opportunities Threats - As Extended stay is a start up concept in the Region , should strive to become Market Leaders -Guests service and facilitation Complaints on Trip Advisor - Frequency of traveling affected by Political Environment Factors -Stifle Competition Labour dissensions
  • 38.
    05/20/16 3805/20/1605/20/16 3838 Summations–ROAD MAP-Project Diversifications and Value Additions visions • New Project envisaged extended stay units--in Phase 1 • Convention centre –Business centre ,Kids Club SPA, Discotheque Lounge—Facilitations • Shopping Malls , Boutique , Hospital –Tie Ups ,Medical Stores and Facilitations ,swimming pool • Food and beverage outlets and other utilities • Time share conceptualization , An alternative Feature but very productive In fixed Yield • ENTERTAINMENT— • Promotions –Guest –Cultural Programme,folk Dances ,Western Dances Band etc Games ,honey Mooners special,VIPs,Fruit Baskets wines complimentary ,Tours ,vouchers discounts etc • Capital Improvements –Buildings ,All hotel Equipments , Plant n Machinery Computerization FFE, Electrical Fittings , Lifts , • Project Profile –Experienced in IFC financed and EADB financed hospitality Project –CPM –Microsoft Project
  • 39.
    05/20/16 39 ROAD MAPDERIVATIVES 05/20/1605/20/16 3939
  • 40.
    05/20/16 4005/20/1605/20/16 4040 THANKYOU S.JAYAKUMAR ----MA,MBA, ACS –INTER , DIPLOMA IN HOTEL AND AIRLINES MANAGEMENT ,BGL,DIPLOMA IN COMPUTER APPLICATIONS PETER DRUCKER says We now accept the fact that learning is a lifelong process of keeping abreast of change. And PHILIP E KOTLER says-The Product should sell by itself rather an extraordinary effort to sell Finnese –JAYS Vision Develop a Theme –logo –Brand MANAGING THE MARKET/VALUE ADDITIONS MANAGING COST/-RISK ANALYSIS –EVALUATIONS -STIFFLE COMPETITION Thru Better Service ,Guest