This document provides a business plan summary for a proposed 3-star eco-friendly hotel called Tidenhambarrow Farm to be built in Bandarawela, Sri Lanka. The plan outlines key aspects of the hotel including its eco-friendly policies, corporate social responsibility initiatives, services offered, market analysis, strategy, management, and financial projections. The hotel aims to provide a warm and friendly space for dining, meetings, and accommodations while highlighting local cuisine and culture and contributing to community development in the area through various social programs. The business seeks $50 million in funding to support hotel construction and operations over the first three years.

1. Green Flag
For
The Hotel
Tidemhambarrow Farm
The Sense Of Place…!
Project Title : Tidenhambarrow Farm
Project Purpose : Construction of a 3-star Class Eco-friendly Hotel
Project Location : Bandarawela
Project Implementer : Sanitlo Holdings (BOI Co.)
Project Estimate : USD $.50.00 Million
Project Duration : 1 Year

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Contents
1. Executive Summary ………… Page 4
1.1 Our Eco-Friendly Policy ………… Page 6
1.2 Our Corporate Social Responsibility ………… Page 6
1.3 Our Mission ………… Page 7
1.4 Our Objectives ………… Page 7
1.5 Key to Success ………… Page 8
2. Company Summary ………… Page 8
2.1 Company Ownership ………… Page 8
3. Services ………… Page 9
3.1 Things To Do ………… Page 10
3.1 Pricing and Profitability ………… Page 11
4. Market Analysis Summary ………… Page 11
4.1 Market Segmentation ………… Page 12
4.2 Target Market Segment Strategy ………… Page 14
5. Strategy and Implementation Summary ………… Page 14
5.1 Competitive Edge ………… Page 14
5.2 Market Strategy ………… Page 15
5.3 Marketing Program ………… Page 15
5.4 Sales Strategy ………… Page 16
5.5 Sales Forecast ………… Page 17
6. Web Plan Summary ………… Page 17

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7. Management Team ………… Page 17
7.1 Management Summary ………… Page 18
7.2 Personal Plan ………… Page 18
8. Financial Plan ………… Page 18
8.1 Projected Profit and Loss ………… Page 18
8.2 Projected Cash-flow ………… Page 19
9. Exit Strategy ………… Page 19
9.1 Trade, not Aid ………… Page 20
Appendix
Profile – Managing Director
Profile - Director
Financial Feasibility (Summary)
Google Map

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1. Executive Summary
he hotel Tidenhambarrow Farm expected to be a 60 seat fine-dining restaurant
with a 40 seat lounge, which we are specially focused on our local spicy Sri
Lankan/ Indian menus with Chinese/ Asian menus.
We will be located in the booming, and rapidly expanding, borough of Bandarawela
region, about 4 Kilometers away from the Bandarawela town. One can see the
magnificent and enchanted 3600
degrease panoramic view from the hotel location, and
are very much scenic and full of eco-entertaining.
History of the Bandarawela is coming from the great Sinhalese King Walagamba’s time,
who fell back and re-grouped in the Dhowa area to fight back against Indian attackers
called “Solli”. Bandarawela is the second largest city in Badulla which is 30 Kilometers
away from Badulla District, and it is located on the Western part of the Uva Province
on the Eastern slopes of central hills of Sri Lanka. It is very much in cool climate
condition than the other areas in the Uva Province except Haputale. The town located
in 150 Kilometers away from Kandy, and 200 Kilometers away from Colombo and can
be reaching within 5 hours tops from Colombo. Bandarawela surrounded with beautiful
Tea plantations which cultivated in British Colonial times where the major Ceylon Tea
production area, since then.
The outlook for the future of hotel Tidenhambarrow Farm is promising as
developers are expected to recreating a $50 million 3-star class hotel/ resort project; 25
rooms (inclusive of singles, doubles and honeymoon-suits) with all facilities in the main
hotel building, and in addition 5 separate Nature-cabins sized approx 450 sq. ft. with
heaters/ gas-furnaces with attached bathroom/ toilets with hot water facilities and a
patio/ veranda. There will be approx 3,000 sq. ft. Reception hall for Weddings/
Office-gatherings/ Party reservations, and 20 x 10 sq. ft. Natural-pool with Eco-bar closed
to the main hotel building. Further, we expected to conclude 3 Camping sites for locals
which include a large Tent (inclusive of separate 3-5 rooms) a Bathroom/ Toiletry
facilities and a open Fire place for each site, a Ayurvedic Spa, recreational facilities like
Badminton/ Table tennis court, Nature walk through 26 Acres of the hotel land and also
it will be built with Ferry services to the nearest scenic waterfalls i.e. Dunhida, Rawana,
Diyaluma, and to the ancient Dhowa Buddhist rock-temple, famous Lipton’s Seat and
Adhishan Bungalow. The combination of these elements/ little bit of everything will
provide the village with a year-round economy.
The area is indeed of needing a warm and friendly place with excellent food and a
place where you always know you will get the best of everything. The hotel
Tidenhambarrow Farm will features a cozy dining room and an elegant lounge with
comfortable furnishings and decor with soothing warm tones which will counterbalance
the cool breeze of the area. The lounge consists of comfy couches and antique love seats
with a softly lit bar. It will be the perfect place to stop in for a bite to eat, for a drink or
for a small business meeting. For extra comfort and to please a large group of people,
when we will make up special rates & offers.
T

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The menu will be inspired from different cousins' specialties and appeal to a diverse
clientele with an interesting business lunch menus & specialties every day. The menu
expected to change in every 3-4 months but remain the favorites. Prices will be
competitive with other upscale restaurants in the area. However, it is the strategy of the
hotel Tidenhambarrow Farm is to give a perception of higher value than its
competitors, through its food, service and entertainment.
The lounge and restaurant will be open seven days a week which we will offer special
theme nights to attract new guests to the hotel Tidenhambarrow Farm. The
restaurant will be fine dining in a cool-cozy atmosphere. Warm colours, fresh flowers,
soft music, candles and amazing artwork from some of the area’s most notable new
artists. This will contribute to a sense of community and give new artists a chance to
show their work for a diverse clientele. Even during the busy months you can also sit
outside on our patios and we will offer special menus, featuring lighter fare, exotic
drinks, as well as non-alcoholic offerings. The patio and garden setting will be a fun and
casual atmosphere for the summer crowd.
The service will be relaxed, very friendly and correct, where we will hire the best
people available and training/ motivating of staff will encourage them to retain/ expand
the clientele and thereby one will get the friendliest, most efficient staff possible. Our
management team will be comprised of individuals whose backgrounds consist of over
10 years experience in food, restaurant and hotel catering, management which will be a
major vital part of the business.
We feel in today's hectic work schedule customers don't always have time to set up
parties, birthday party or other gathering events that we all need and want. In near
future customers can leave it to pros and get the finest, most memorable party or
dinner events ever which we will offer full catering services providing everything from
table settings to the dessert.
Most important to us and to any business venture is the financial success and we
believe this can be achieved by offering exceptional high-quality services and excellent
foods with an interesting twists. We have created financial projections based on the
present market conditions. With a start-up expenditure of $18 million on the first stage
which we can generate S10 million in sales by the end of year two, and produce good
net profits by the end of year three.
We are seeking funds of $50 million for low-interest loan rates, repayable over 10 years
with a grace period of 6-months against hotel-construction property which is presently
worth approx $350,000/- (presently it’s a agriculture land of Tea/ ). Our owner/ founder is
investing approx Rs.8 million in the first stage and expected to invest for Rs.15 million
in the second stage of the project from our own funds.

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1.1 Our Eco-friendly Policy
The Tidenhambarrow Farm is a hotel or accommodation that has made important
environmental improvements to its structure in order to minimize its impact on
the environment as the basic definition of a green hotel is an environmentally
responsible lodging that follows the practices of green living. During construction even,
our main goal is to ensure that the natural landscape surrounding the existing
bungalows remained unchanged, and disruption of nature will be kept to a minimum
level.
Even the design of the hotel, inspired by the use of traditional building methods applied
by skilled local craftsmen in surrounding areas. The unique furniture used to decorate
the premises will be made with re-used timber by the local craftsmen who live in the
nearby villages. The pieces of furniture revolve around a “natural” theme; even the glass
topped tables which we expected to place in the reception/ lobby area and the suites
should be filled with exotic seeds, spices and bark of various kinds.
Hundreds of gallons of water might be consumed daily for bathing, washing, laundry
etc., are natural spring-water which will be re-used by re-cycling plant to minimise the
wastage of natural resources.
1.2 Our Corporate Social Responsibility
Hotel Tidenhambarrow Farm will be participated in many projects aiding
community developments which include;
 We will identify schools that do not have proper resources and invite them to the
hotel for a day. We can educate them in the day to day operation of a hotel and
teach them about the hotel trade as we give opportunities and advice to students
who were interested in joining the hotel trade in the future.
 Hotel Tidenhambarrow Farm will donate necessary school books and stationery
to children from nearby villages who do not have the resources to purchase these
items and attend school.
 Annually we planned to supply lunch and dry rations to people from nearby
villages.
 We will conduct workshops to educate the local people about the environment,
their role in it and how we are all affected by pollution and global warming.
 We also can sponsor many blood donation programmes that are conducted at the
hotel.

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1.3 Our Mission
Hotel Tidenhambarrow Farm is a great place to eat, combining an intriguing
atmosphere with excellent, interesting food. The mission is not only to have great tasty
food, but to have efficient and friendly service, because customer satisfaction is
paramount. We want to be the restaurant choice for all middle-upper class families and
singles, young and old, male or female. Employee welfare will be equally important to
our success. Everyone will be treated fairly and with the utmost respect. We want our
employees to feel a part of the success of the hotel Tidenhambarrow Farm as happy
employees make happy guests.
We will combine menu variety, atmosphere, ambiance, special theme nights and a
friendly staff to create a ‘sense of place' in order to reach our goal of overall value in
the lodging, dining/ entertainment experience. We want fair profits for the owners, and
a rewarding place to work for the employees.
1.4 Our Objectives
The hotel Tidenhambarrow Farm 's objectives for the first three years of operation
include:
 Keeping food cost under, 35% revenue.
 Keeping employee labour cost between 24-29% of revenue.
 Averaging sales $2.01 million per year one, and $2.07 in sales by the end of year two
and maintained Gross Profit of around 80% on sales, and Net profit 1.5% by the end
of Year – 8, after servicing all financial commitments.
 Expand our marketing and advertising around the world through web.
(2,500,000)
(2,000,000)
(1,500,000)
(1,000,000)
(500,000)
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Year-1 Year-2 Year-3 Year-4 Year-5 Year-6 Year-7 Year-8
Sales
Gross Profit
Net Profit

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1.5 Keys to Success
 The creation of a unique and innovative fine dining atmosphere will differentiate us
from the competition. The restaurant will stand out from the other restaurants in
the area because of the unique location, design and decor. We will offer a fine
dining experience in a cool-cozy atmosphere. The fact that no other restaurant in
the area has this concept and scenic atmosphere presents us with a window of
opportunity and an entrance into a profitable niche in the market.
 Product quality, not only great food but great service and atmosphere and the menu
will appeal to a wide and varied clientele.
 We will have special theme nights like restaurant nights, local artist's openings, and
on weekend DJ dance, wine tasting dinners, special ethnic food nights. All this will
attract a varied clientele to the hotel Tidenhambarrow Farm.
 Controlling costs at all times without exception.
 Due to intense competition, restaurateurs must look for ways to modify/
differentiate their place of business in order to achieve and maintain a competitive
advantage. The founders of the Tidenhambarrow Farm 's realize this. With the
re-entering the development, it needs a place that will fit into the 'better look' of the
community that is exclusive and entertaining.
 The Eco-tourism is committed to further the NATIONAL stated vision that “Tourism
in Sri Lanka shall continue to be developed to the highest standards for the
optimum social and economic benefit of the locals while maintaining a commitment
to the protection and conservation of the natural environment and biodiversity thus
helping our country and local communities’ work towards social, ecological and
economic sustainability.
2. Company Summary
Hotel Tidenhambarrow Farm will feature outstanding local menus with Asian/
Chinese menus in an upscale and cool-cozy atmosphere. The menu is inspired from
different cuisine's specialties and will appeal to a wide and varied clientele. We will
offer a three course ‘lunch' in addition to the regular menus.
We will be open 24-7 around the clock; 7 days a week. Serving breakfast, lunch and
dinner where the lounge will be open 24 hours.
The hotel will be owned and managed by the directorates of the Sanitlo Holdings (BOI
Co.) and will be start out by its founder Mr. Losith N. Danthanarayana, veteran IT
professional having over 16 years of experienced, who possesses highly effective
leadership, communication, motivational and inspirational skills, which led to 100%
employee retention ratio, having strong commitment to team environment dynamics
with the ability to contribute expertise and follow leadership directives.

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3. Services
Hotel Tidenhambarrow Farm will be unique to the surrounding area where the Food
and a style of service that will make everyone feel welcome and special. Our foods will
be one of the finest quality and prepared with sensitivity and care. We will 'go all the
way' to satisfy our guests and will change our menu every 3-4 months, but we'll keep
'every-one’s favourite' and the portions will be modestly sized with an attractive
presentation.
We also wish to serve all sort of local & foreign liquor as well and approximately 25%
will be exclusively available by the glass and the remaining labels will be available by
the bottle. We will also feature a moderate international beer selection on tap and in
bottles. The comfortable softly-lit bar features a comprehensive selection of the finest
Vodkas, Aquavits, Wines and Scotches.
During any busy months customers can also sit outside on are patios and we will offer
a special menu, featuring lighter fare, exotic drinks, as well as non-alcoholic offerings.
And the patios of the very Nature-cabins and garden settings will be a fun and
cool-casual atmosphere for the guests.
The kitchen staff will have the best in culinary education and work experience and
creative talents will compliment one another. The hotel and restaurant staff will offer
the finest warm-service in a cool-cozy atmosphere and offer customers an
extraordinarily successful time.
The Menu
The menu is going to be extremely simple but changing every day. We will keep a
small group of constants on the menu and then feature a chef's recommendation that
we plan to have 85% of meals orderings. This will help us to reduce waste and plan
ingredients and purchasing.
Organic Ingredients
The organic ingredient element will allow us to price to the extremely wealthy Internet
entrepreneurs who are looking to spend an exorbitant amount of money to have peace
of mind that their money is still coming back to themselves. We will be extremely
ecologically conscious as well, and spread this across our literature. Eating at the hotel
Tidenhambarrow Farm will feel like having contributed to the mother-nature.
Ethnic Ingredients and Recipes
Our chef will have great latitude in designing and producing menu offerings from
many different cultures. We will endeavor to procure all the traditional, authentic
ingredients necessary to hold true to these varied and interesting recipes.

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3.1 THINGS TO DO
Outdoor Activities:
Mountain Bicycle Rides
Remember the times of riding a bike with uninhibited glee & delight as you pedal
through the Breeze Mountains and experience nature as never before and we will also
include Mountain Bicycle Rides (BMX) for anyone who likes expedition where the
Bicycles can be requested at the front desk.
Since, the hotel Tidenhamberrow Farm has a goal to preserve as much of the
surrounding nature as possible, we do not allow motorised vehicles/ machines onto the
premises other than the vehicle park, in fear of its affects on the eco-system. Therefore,
bicycles are the preferred to ride outside the hotel premises..
Badminton/ Table Tennis
A Badminton/ Table Tennis are also available for all guests to play on. Balls, Rackets,
Shuttle-cocks can be requested at the front desk.
Bird Watching
Each Nature-cabin is equipped with binoculars for a very specific reason; over 100
species of birds migrate to the areas surrounding the Tidenhambarrow Farm. An
early morning walk through the greens is a treat for bird lovers. 435 birds have been
identified in Sri Lanka and among these 26 are endemic to Sri Lanka. The Serpent Eagle
and the Hawk Eagle are among many birds which can be spotted here.
Nature Walks
Walk through the Tea land encompassing the hotel Tidenhambarrow Farm and
encounter many species of animals; butterflies flutter past you as you walk along, Deers’
walk ahead of you as if leading the way, monitors scamper about the fields and
Peacocks stretch their wings to display the radiance found in nature. Hotel
Tidenhambarrow Farm is flanked by the natural spring-water resource, bestowing the
surrounding land with an abundance of plants, flowers and trees for you to explore.
We will send out special invitations for the opening night and attract many people and
newspapers. The showing will only take place in the lounge so that we can still seat
people in the restaurant.
Every Friday night (most of the hectic workers ease their mind and body after restless
weekdays) which we will have a 'Restaurant Night.' This will give the chance to
socialize on a 'night off' and it will contribute to a sense of community in the local
industry.
The hotel Tidenhambarrow Farm will be the perfect place when customers need that
'little extra.' They can have business meetings here, a place for a quiet conversation, or
for a special occasion. We will make up special meals for customers' special occasions.

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3.1 Pricing and Profitability
We anticipate our total sales allocation to be 85% sales from Food & Lodgings and from
all Beverages, 10% sales from Wedding/ reception & caterings, 5% sales from the
Ayurvedic Spa & Camping sites. The combined cost of sales will be 20% producing a
gross profit of 80% on total sales.
Prices will be competitive with other upscale restaurants in the area. However, it is the
strategy of hotel Tidenhambarrow Farm to give a perception of higher value than its
competitors, through its food, service and entertainment.
4. Market Analysis Summary
Because of the founders' connections within the very trendy area of Bandarawela, we
have an excellent feel for the area and its core group of customers. They will all share
something alike, which is a feeling of being in the "in crowd" and having "gotten it" in
life. Although the crew will be different and not connect with each other in each
segment, each segment is complementary to the others. We do plan to raise menu rates
as the restaurant gets more and more crowded, and to make sure we are charging a
premium for the feeling of being in the "in crowd".
The hotel Tidenhambarrow Farm focuses on middle-upper local and tourist
restaurant seekers, whom have a desire for good food and a fascinating atmosphere.
The hotel Tidenhambarrow Farm is located approx 10 Kilometers’ East (about 15
minuts driveway) of Bandarawela Town. The town is in the process of revitalizing. In
end of 2013, the city will be developing a new look and will be attracting a larger
guests & tourists.
Bandarawela Town - tomorrow:
There are four sectors which are identified as:
1. Centre/ pathway/ hub of the many activities, factories & business places; like Tea,
Garments, Farms (mixed Executives/ Office bearers, & Businessmen),
2. Pathway/ midpoint to all scenic waterfalls (Locals, Honeymooners & Foreigners),
3. Midpoint/ main road of Badulla district (Businessmen/ Office bearers).
This hotel project, Tidenhambarrow Farm will change the face of the town front for
the next twenty years and provide a major economic boost to the area. The influx
continues local & foreign guests will provide the village with a legitimate year-round
economy.

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As the Bandarawela town is re-developing, we can see that a fine dining establishment
like hotel Tidenhambarrow Farm is considered necessary here. The town will have
much to offer and the people that it draws expect a place where they will get the best
of everything. The hotel Tidenhambarrow Farm will offer a new fine dining concept
to the area. The elegant atmosphere, our excellent food and our warm friendly staff will
stand out and make a name in the country. We will succeed by giving people a
combination of excellent and interesting food in an environment that attracts successful
people that want to get a little bit more out of life than just the ordinary!
4.1 Market Segmentation
The hotel Tidenhambarrow Farm intends to cater to a wide group of people where
we want everyone to feel welcome and relaxed in a cool-cozy atmosphere with wide
and varied menus. It is our goal to give ”the sense of place“ for everybody. In looking
at our market analysis, we have defined the following groups as targeted segments.
The Businessmen, Executives & Lonely Rich:
The Businessmen (most of them are company owners) work hard all day and often stay
overnight in a strange place which they need a competent establishment that helps
impress their clients and prospects. Afterward, they want to relax and use the money
they are making. They are the people that spend the most on drinks, food and tips.
On the other hand, most of Executives & Lonely Rich are Bankers, tech workers these
days, and most of them work in a computer environment. Their life has become their
computers & servers and code they write, and the people who help them to make the
decisions in that world. They hang out with each other, but desperately want to get
away from it and use the money they are racking up. Because this wealth has come
fairly easily for them, it is particularly easy to separate them from their money again -
they spend the most on drinks, appetizers and tips.
Honeymooners/ Happy Couples & Families:
The restaurant will have an intimate, romantic, green-cool atmosphere that encourages
people to bring dates and to have couples arrive. The hotel Tidenhambarrow Farm
wants to be a search place where people meet each other and develop a network. These
young couples are generally very successful but balanced and won't be spending as
much on drinks but require quiet cool but much secure atmosphere.
On the other hand for families; they need a perfect place to getaway their daily routine.
Families will come for the accommodative menu and friendly service. The excellent
value in their meals will keep Tidenhambarrow Farm’s in favor with the parents,
where the organic food menu will always have a line of extremely delicious very
low-fat meals. The hotel Tidenhambarrow Farm will have tables for them to discuss
all types of matters while feeling good about the food they eat.

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High-end Singles, Rich Hippies & Tourists:
The High-end Singles, rich hippies in the Badulla District are a massive group with
tremendous influence over the city's government and private enterprises. They wear
tie-die but drive exceptionally expensive vehicles and crave the feeling of being in a
social circle that is changing the world - even if in different ways than in their glory
days. We will cater to their ecological ideology and contribute to charities to help them
part with more of their money.
We will also attract them with our eco-friendly surrounding, decor and layout. Our
natural pool with eco-bar, tasty menus, striking landscape, happenings/ evenings and
events, excellent service and engaging clientele will confirm the feeling of being in
"the coolest-warm place" in the County. And this area attracts many vacationers
throughout the year. The hotel Tidenhambarrow Farm will be a destination with its
attractive atmosphere, with various menus, and outdoor patios.
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential
Customers Growth CAGR
Business Man 17% 14,280 16,708 19,548 22,871 26,759 17.00%
Happy Couples 14% 8,925 10,175 11,600 13,224 15,075 14.00%
Tourists 15% 3,570 4,106 4,722 5,430 6,245 15.00%
The Family 13% 5,355 6,051 6,838 7,727 8,732 13.00%
High-end Singles 12% 3,570 3,998 4,478 5,015 5,617 12.00%
Total 14.99% 35,700 41,038 47,186 54,267 62,428 14.99%

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4.2 Target Market Segment Strategy
The hotel Tidenhambarrow Farm will focus on attracting a wide and diverse clientele
ages 25-60 with a monthly income of over $500/-.
We want the businessmen, happy couples, high-end singles, families and tourists with
money, wealthy image seekers and compulsive spenders. We focus on these specific
groups because these are the types of people who frequent other restaurants and bars in
the area. They are the ones that are willing to spend their money on good dining and
service at a value price. We generally know the characteristics of our clientele with the
available demographics.
Our geographic include people from the local area, restaurant patrons
from neighboring cities, and tourists from other cities and states. The characteristics of
our clientele will be people who are creative, entertaining and stylish diners.
5. Strategy and Implementation Summary
Our strategy is simple; we intend to succeed by giving people a combination of
excellent and interesting food in a green environment that appeals to a wide and varied
group of successful people. We will focus on maintaining quality and establishing a
strong identity in the community. Our main focus is in marketing will be to increase
customer awareness in the surrounding communities. We will direct all of our tactics
and programmes toward the goal of explaining who we are and what we do. We will
keep our standards high and execute the concept so that word-of-mouth will be our
main marketing force.
We will create an appealing and entertaining environment with unbeatable quality at
an exceptional price. An exciting and friendly restaurant, we will be the talk of the
town. Therefore, the execution of our concept is the most critical element of our plan.
All menu items are moderately priced for the area. While we are not striving to be the
lowest-priced restaurant, we are aiming to be the value leader.
5.1 Competitive Edge
Our competitive edge is the menu, the chef, the scenic green-environment, the
management, the service and our friendly place..! We will have mouthwatering menus
and our food will be made with the freshest ingredients and produce available. Good
chef should posses an excellent taste for what fine dining is and requires. Our
environment and natural pool is elegant and comfortable furniture’s and our decor is
warm and relaxing. Great service is very important to us. The management and servers
will handle every detail to make customer's special evening even more special..! All this
and our great cool atmosphere will make customers want to come back again and
again..!

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We don’t have much competitive in this area, not with much of this characteristics &
resourcefulness but, everyone that sells prepared meals is our competition and every
lodging/ rest house is our completion since we all compete for the same home meal
replacement, and a warm welcome lodging in rupees.
However, there are two segments of the hotel-restaurant industry that are our main
competition; the casual dining restaurant concept with normal lodgings (casual hotel),
and the fine dining value restaurant with star-class lodgings (star-class hotel). If the
value of the food, cozy room with comfortable beds, price and service is better at a
star-class hotel than a casual hotel with a quiet surrounding, where will a
customer more likely to go..??
The key is to deliver the best food/ comfortable beds at the best price with the highest
level of service. This is the very definition of value. This concept is at the heart of the
hotel Tidenhambarrow Farm.
5.2 Marketing Strategy
The total population in the country is over 23 million, in which, over 50% between
25-55 years old. That is the age group that dines out two to three times a week and
spends an average $115/- to $230/- a month on food and drinks.
There are over 500,000 residents in the area and average 2.7% persons are households.
The middle-upper family income in the Badulla district is over $500/- to $1,000/-per
month. There are approx 1000 registered businesses in Bandarawela and surrounding
area with approx 7000 employees.
We mention that there are over 200,000 foreigners living/ touring in the country and
most of them travel within 100 Kilometer radius. We will be serving some
international cuisine as there are no star-class hotels/ restaurants in this area.
5.3 Marketing Program
We will employ three different marketing tactics to increase customer awareness of the
hotel Tidenhambarrow Farm. Our most important tactic will be word-of-mouth/
in-store marketing. This will be by far the cheapest and most effective of our marketing
programs.
Word-of-mouth/In-store Marketing
 V.I.P. Party - we will host a V.I.P. Dinner before the 'Grand Opening.' This will serve
the dual purpose of training our staff and introducing ourselves to the community.
The list of individuals we will invite comes from the political parties.

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 Grand Opening celebration.
 Once a month invite a new local artist to show their work in the lounge.
 "Restaurant Night" - every Friday night we will have a special evening for restaurant
people. A perfect night for the local area's restaurant owners and staff to get
together on a night off!
 New Years Eve & Christmas parties.
 Special ethnic foods, Cocktails & DJ nights.
 Make a brochure for the large breakfast establishments in surrounding area,
containing interior & exterior pictures of our hotel, restaurant, menus and prices.
 There are few nursing homes and hospitals in the city where we will approach them
to sponsor meals for the elderly. This will offer us higher visibility to a group that
may not be as mobile and we'll be contributing to the community in a material way.
Word-of-mouth referral is very powerful and particularly amongst the elderly to
both their peers and their extended families.
 Local Media & Newspaper campaign - placing several large ads throughout the
month to deliver our concept to local area.
 Direct mail piece - containing interior pictures of our hotel, restaurant, our menu,
"Food, Cocktail & DJ Nights," catering and an explanation of our concept.
 Website.
 Target marketing to businesses for regular business lunch and dinner entertaining.
5.4 Sales Strategy
Our sales plan is to establish and maintain position with our local customers. The
strategy is to build more customers in order to increase revenue. A sale in our business
is client service. It is repeat business. We will focus on making all our customers happy
with our rooms, foods, services and entertainment options.
Our strategy in the restaurant is to have an experienced staff that knows the food, local
and foreign liquor. We will train every new employee so that they will fit in with hotel
Tidenhambarrow Farm’s concept, which is "Wonderful scenic set-up, great food,
reasonably-priced drinks and knowledgeable service in an outstanding cool-cozy
atmosphere."

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5.5 Sales Forecast
As the table shows, we intend to deliver monthly sales in the first year, and to double
that by the third year of the plan.
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Jan
Feb
M
ar
Apr
M
ay
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Rooms
F & B
Other
6. Web Plan Summary
Of course, the hotel Tidenhambarrow Farm will have a comprehensive website. It
will be the virtual business card and portfolio for the company, simple, classy and well
designed. Our site will offer our rooms, menus, prices, reviews and happenings at hotel
Tidenhambarrow Farm's. We will also have a monthly newsletter about what did
happen at the hotel Tidenhambarrow Farm‘s to get new customers interested in our
restaurant.
Foreign guests, even from their country’s will be able to make reservations at our hotel/
restaurant or to book and it’s fast, easy and convenient..!
7. Management Team
Our management team should be well compensated. We tend to have a team that has
considerable experience together and shares knowledge in many different fields of
business and in life. In Year 2 we will hire a General Manager to assist the hotel
Tidenhambarrow Farm to grow even further. The General Manager will also work to
expand and then can concentrate more on the guests as well as on the kitchen and take
the hotel to yet a higher level.

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7.1 Management Summary
A Manager with extensive experience in hotel management, ability to find the best staff
well-fare will be recruited. The chef, will have an excellent knowledge in cookbooks, a
Barman who knows the cocktails-well that will add prestige to the hotel immediately.
We also will be looking to find a young, ultra-hip staff to make sure we add the edge
that makes the hotel Tidenhambarrow Farm so trendy.
7.2 Personnel Plan
As the personnel plan shows, we expect to invest in a good team in supervisory level,
fairly compensated. We think the planned staff is in good proportion to the size of the
hotel and the projected revenues.
Year 1 Year 2 Year 3
Manager $60,000 $65,000 $70,000
Chief Hostess $42,000 $45,000 $50,000
Main Chef $54,000 $60,000 $65,000
Chief Barman $30,000 $35,000 $40,000
Waiters/ Supervisors $72,000 $100,000 $130,000
Other/ Supervisors $24,000 $52,000 $55,000
Total People 8 10 12
Total Payroll $282,000 $357,000 $410,000
8. Financial Plan
We expect to borrow $50 million loan, repayable over 10 years which includes the full
constructions of the hotel, the bulk of start-up funds, and sufficient working capital for
smooth running of the hotel.
8.1 Projected Profit and Loss
As the profit and loss table shows, we expect to become barely profitable in the first
few years of business, and to make an acceptable profit after Seventh year.

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8.2 Projected Cash Flow
The cash flow projection shows that starting cost and provisions for ongoing expenses
are adequate to meet our needs until the business itself generates its own cash flow
sufficient to support operations.
(6,000,000)
(5,000,000)
(4,000,000)
(3,000,000)
(2,000,000)
(1,000,000)
0
1,000,000
2,000,000
3,000,000
Year-
1
Year-
2
Year-
3
Year-
4
Year-
5
Year-
6
Year-
7
Year-
8
Cash-flow
Net Cash-flow
9 Exit Strategy
No one attempt a business anticipating failure, however sometimes ventures does not
fulfil their promises.
We at hotel Tidenhambarrow Farm l are wish to be committed to its concept and its
viability. In the event that our venture cannot achieve profitability and retire the
encumbrances; we will first attempt to sell the operation and use the proceeds to clear
all outstanding balances. If we are unable to sell the operation for sufficient proceeds
we will be forced to default whereby the loan will be in senior standing. Any further
outstanding balances will be borne by the investor/ directorates or GM - CEO on a
weighted percentage basis of the total amounts due in bankruptcy proceedings.

20. 20 | P a g e
9.1 Trade, not Aid
The world needs a new way to fight poverty – one that is not only effective, but
sustainable. We have found that way with a new idea to use eco-tourism to help build
capacity in poor communities in the developing world. The money that tourists and
trekkers spend at hotel would stay in the community. But, we’d do more. Through our
establishment, we will help communities learn the new skills they need to operate/
develop the hotel and by doing so, will help the community grow.
Imagine if your next vacation could help fight our country’s poverty. Every trek you’d
take, you’d be helping a community in this country which might have a better, brighter
future. That’s our idea.
Further, we want to create a chain of community owned by eco-lodges/ hotels along
wilderness trekking routes. They would not only give eco-tourists a whole new level of
comfort, they’d also be built to the highest environmental standards.
All the products used in the hotel—from the food we serve to the beds you sleep
on—will be sourced from the local communities. The profits that come in from the
eco-tourists will help the communities grow and create new development projects for
themselves.
The local communities will need a whole series of new skills, and we’ll work with them
to achieve that. We can provide vocational training and work experience in the
long-run. And what they learn from there, they’ll be able to use to make their
community and their environment a better place to live.
What’s our idea for fighting poverty..? A hand-up, not a hand-out. We’ll use the power
of eco-tourism to help change poor communities that will provide a sustainable source
of income and new skills to make it work.
That’s our idea. What’s yours..?
Help—Join us in the cause and make it happen..!