Ivy Ridge Castle Inn aims to provide a unique luxury experience for guests seeking an escape from everyday life. Located near Dayton, Ohio, it offers 10 castle rooms, 6 cottages, and 5 gypsy wagons for accommodations. The inn seeks to exceed guest expectations through personal service and attention while facing challenges from economic conditions and competition from other local inns and hotels.

1. “Leave the Hassle, Come Stay at the Castle!”
IVY RIDGE CASTLE INN
http://www.ravenwoodcastle.com/

2. •Strategically Located- just outside the city atmosphere and
right across from the Ohio Renaissance Festival.
•It’s a castle outside, but home on the inside.
•Ivy covered castle.
•The Accommodations- 10 castle rooms, 6 cottages, 5 gypsy
wagons
•Great Hall- Breakfast and Dinner
•Tea Room- Lunch, Pastries, and Tea
•The Pub- Alcohol
•Innkeeper or Staff member- Always someone available
•Quality of Service
EXECUTIVE SUMMARY

3. The challenges ahead for Ivy Ridge Castle will
include:
• Establishing our place in a market whose economy is
currently in a downturn
• Gaining visibility in the media
• Setting ourselves apart from the competition
THE CHALLENGE

4. Ivy Ridge Castle Inn intends to provide a unique and inviting atmosphere that
is both luxurious and comfortable whether our guests want to kick back and
relax or to walk about grounds admiring the views. Each guest will be treated
with the kind of attention that is reserved for family. When our guests arrive
we want them to leave their troubles at the door and step into a world of
luxury and rest. We are committed to being the preferred Bed and Breakfast
Inn in the surrounding Dayton area.
For some the inn will be a romantic fantasy world removed from the harsh
realities of modern day life, for others it will be a culinary oasis akin to
visiting a multi-starred restaurant. Some will be surprised – and relieved – that
the inn doesn’t take itself too seriously. Guests often will remark that while
the interiors could be called grand they are also whimsical and wonderfully
comfortable.
OUR MISSION

5. Service Strategy
•Personal attention in regard to calls of inquiry
•Time spent with a prospective customer is time well spent
Sales Strategy
•Running a B&B is like hosting one continuous party
•Convey a sense of place
•Strive for GREEN and Sustainable
STRATEGIES

6. Our geographic target groups include:
• The city of Dayton with population of about 150,000
people
• Travelers from the United States & approximately 10% are
from other countries
• In 1999, the national B&B market reached $543 million
dollars. Sales are expected to grow by 9% for the next few
years
SITUATIONAL ANALYSIS

7. •Other B&B’s- a matter of taste
•Hotels/Motels- generic
•Specifically-
Great Wolf Lodge
Hammel House Inn
Hilton
COMPETITION

8. Two customer groups expected:
•Weekend getaway guests- people from the region that are looking
to get away from their daily lives that come to Ivy Ridge Castle to
be pampered and escape.
•Travelers/vacationers- people who are destination-vacationing
and prefer to stay at B&B’s instead of hotels.
TARGET MARKET

9. • Strengths- knowledgeable and caring staff, up to date
technology and website, GREEN and Organic food
growing practices, and carrying a certain pride about
providing the best service we can to our guests.
• Weaknesses- limited space (64 persons max), weather
that disrupts travel, a potential off season, economic
downturns, the hiring of inept staff, inability to meet
guests needs.
SWOT ANALYSIS

10. • Opportunities- opportunity to make guests’ stay
enjoyable and memorable, local festivals to set up
information booths, trade shows, expos and conventions,
anyone in need of vacation or getaway.
• Threats- the competition, loyalty card programs of
mega-companies and their ability to spend massive
amounts of money to signage and networking,
competitive pricing.
SWOT ANALYSIS

11. • Earn great guest referrals and implement a rewards
program for guests that contribute
• To eventually be first pick amongst others to host a
weddings, ceremonies, and other major events
• To create a B & B whose primary goal is to exceed
customer's expectations (monitored through referrals and
customer comment cards.)
MARKET OBJECTIVES

12. • Increase/maintain the number of visitors by:
-Soliciting new guests
-Retaining returning guests
• Cultivating a sustainable business able to survive off its
own cash flow
• Develop a strong relationship with city of Dayton by:
-Creating positive image in the community and becoming
active with events,, organizations, and corporations when
applicable.
-Gaining relationship with local universities.
MARKET OBJECTIVES

13. •Print Ads
•Press Release
•Designer Post Card
•Apparel
•Gourmet Dinners
•Car Magnets
•Grand Opening
•Trade Shows, Chamber of
Commerce Meetings, and
Fairs
•Word of Mouth
•Monthly Events
MARKET STRATEGIES

14. •Website- Elaborate and Functional
•Print Materials- Vistaprint
•Word of Mouth- Referrals
MARKETING PROGRAMS

15. • The amount of profit or loss
will be measured by:
-Sales ,ability gain visibility in
the media industry, economic state,
and industry growth
• Marketing Expenses are based on
the initial expense for promotion;
more will be added to reach the
$75,000 Promotional Budget Goal.
After the initial promotion there will
be $225,000 left to use for continual
marketing.
Marketing Expenses
Brochures $1,006.97
Thank You Cards $100.96
Business Cards $81.96
Banner $29.99
Designer Post Card Investment $1,104.98
Car Magnets $64.99
Apparel $39.98
Press Release $100+
Trade Shows $3,000
Festivals/Fairs $350
Budget: $6,000 Total: $5,879.83
PROJECTED PROFIT-AND-LOSS
STATEMENT

16. •Survey our guest
•Comment log
•Financial statements
CONTROLS