Natural Green Spa : A Business Plan.
TABLE OF CONTENTS
TITLE PAGE .....................................................................................................i
DECLARATION OF ORIGINALITY .................................................................. ii
FRONT COVER OF THE BUSINESS PLAN .................................................. iii
APPROVAL PAGE.......................................................................................... iv
TABLE OF CONTENTS ................................................................................... v
LIST OF TABLES............................................................................................ vi
LIST OF FIGURES ........................................................................................ vii
ABSTRACT ................................................................................................... viii
EXECUTIVE SUMMARY ................................................................................ ix
CHAPTER I. THE BACKGROUND ............................................................. 1-5
CHAPTER II. MARKETING ASPECT ....................................................... 6-13
CHAPTER III. OPERATIONAL ASPECT ................................................ 14-18
CHAPTER IV. HUMAN RESOURCE ASPECT ........................................ 19-26
CHAPTER V. FINANCIAL ASPECT ........................................................ 27-33
BIBLIOGRAPHY
APPENDIX
Maranatha Christian University
v
LIST OF TABLES
Table 2.2.1. Package and Details ................................................................. 10
Table 2.2.2. Prices and Details ..................................................................... 11
Table 4.2.2. Working Hours and Details ....................................................... 21
Table 4.2.3. Compensation and Details ........................................................ 22
Table 5.1. Initial Investment and Details ....................................................... 28
Table 5.2. Cash Outflow and Details............................................................. 29
Table 5.3. Cash Inflow and Details ............................................................... 30
Table 5.4. Cash Flow and Details ................................................................. 31
Table 5.5.1. Payback Period and Details ...................................................... 32
Table 5.5.2. Net Present Value and Details .................................................. 33
Marantha Christian University
vi
LIST OF FIGURES
Figure 3.1. The workflow process ................................................................. 14
Figure 3.2. Natural Green Spa layout. .......................................................... 16
Figure 3.3. Natural Green Spa location map ................................................. 18
Figure 4.1. The organizational chart of Natural Green Spa ........................... 20
Maranatha Christian University
vii
ABSTRACT
Dunia pariwisata kini menjadi semakin maju di dalam dunia bisnis.
Salah satunya adalah dunia pariwisata spa. Alasan saya memilih spa
sebagai business plan karena berdasarkan riset, kegiatan spa digemari
oleh banyak orang, terutama kaum wanita. Selain itu spa memberikan
khasiat baik yaitu memberikan kesegaran kepada otak dan tubuh.
Saya memilih spa yang bernuansa alam agar pelanggan bisa
menikmati kesejukan alam sambil melakukan kegiatan spa. Tujuan lain
adalah untuk mengupayakan pencegahan global warming dengan tidak
memusnahkan alam dan tumbuh-tumbuhan. Oleh karena itu saya
menamai tempat spa ini Natural Green Spa.
Di dalam business plan ini saya menuliskan secara rinci tentang aspekaspek dari Natural Green Spa. Aspek-aspek itu antara lain adalah
keunggulan, kelemahan dan kekuatan, peluang dan ancaman, aspek
pemasaran, aspek operasional, sumber daya manusia, dan aspek
keuangan.
Natural Green Spa bersegmentasikan wanita kelas atas yang peduli
pada kecantikan dan kesehatan mereka. Natural Green Spa juga
menanamkan pada benak konsumen tentang kesegaran dan kebugaran
tubuh setelah para konsumen melakukan kegiatan spa di Natural Green
Spa.
Natural Green Spa menjual enam paket spa yang setiap paketnya
terdiri dari pemijatan badan, penguapan badan, masker tubuh beserta
ratus. Natural Green Spa pun memiliki satu kolam air panas di setiap
ruangan agar para pelanggan bisa menikmati kenyamanan hanya untuk
dirinya sendiri. Untuk promosi, Natural Green Spa akan menyebarkan
brosur, kalender, memberikan diskon, dan memasang billboard di jalan
raya.
Natural Green Spa adalah bisnis yang menguntungkan bagi investor.
Hal ini ditunjukkan oleh laba tahun pertama sebesar Rp1,091,538,400 dan
payback period selama 1 tahun 6 bulan.
Maranatha Christian University
Viii
CHAPTER I
BACKGROUND
1.1 Background of the Study
Nowadays, spa becomes more popular in Bandung City. There are lot of
spa places in Bandung such as Jari Manis, Zen, Rumah Cantik Citra, Delta,
Rahayu Natural Beauty Home Spa, and San Gria. Based on data collected by
distributing questionnaires to 50 female students at Maranatha Christian
University, 32 of the respondens like to do a spa. I also have conducted an
interview with an employee of Jari Manis, and she said that during weekdays,
in average, there are eight (8) people who come to Jari Manis to have spa
and there are more than twelve (12) people during weekend. They do spa to
relieve their stress and to stay healthy. Emilia Humphrey states that, “A spa
generally means a place where you can relax and rejuvenate your tired mind
and body with water treatments, massages, medication, soothing music in the
background, in a peaceful and quiet environment” (72). I agree with this
quotation because from my own experience, every time after
1
Maranatha Christian University
I visit a spa resort and do some therapy massage, my mind becomes
fresh.
I propose to run a spa business called Natural Green Spa (henceforth,
NGS). I choose NGS as my business plan because nowadays, many
people like to do a spa. I know those peoples’ habit based on my
observation in some spa resorts where I asked the employees about the
numbers of people who come to the spa resorts in a day.
NGS is located on Hortikultura Street, Lembang, Bandung. I choose
this site because the weather in this area is cool. Besides, Lembang offers
panoramic and beautiful nature.
1.2 Unique Selling Preposition
To attract consumers’ attention, NGS has its own uniqueness.
According to Scott Goodson, “Unique selling preposition is a description of
the qualities that are unique to a particular product or service and that
differentiate it in a way which will make consumer purchase it rather than
its rivals” (29). NGS has unique decoration. I want to build NGS close with
nature. Based on my observation in spa resorts in Bandung, most of the
spas are indoors. For my business, I want to make it outdoor. I want to
build six (6) gazebos; therefore, the consumers can enjoy the view. The
other uniqueness of NGS is there will be a jacuzzi in each gazebo;
therefore, the consumers can have more privacy. For the back sound, I
choose nature sound such as the song of bird singing or the sound of sea
wave in order to make the consumers enjoy the cool feeling, the air, and
2
Maranatha Christian University
the nuances of nature. The sound of birds singing will calm the
consumers’ minds.
1.3 SWOT Analysis
In this part, I would like to discuss the SWOT of NGS. Philip Kotler says
that,” A SWOT analysis is used as a framework to help the firm develop its
overall corporate, marketing, or product strategies” (25). Here is a brief
description of each component of the SWOT analysis.
1.3.1 Strengths
NGS has its own strengths; therefore, consumers will keep coming to
NGS. According to Philip Kotler, “Strength includes a strong brand name,
market share, good reputation, expertise and skill” (20). One of the
strengths of NGS is it has a unique decoration which is close with nature. I
choose natural nuances because it can bring good influence to the mind,
so that the mind can relax. Besides, people who love nature and really
enjoy the spa can enjoy beautiful nature, while enjoying the spa activities.
Walt Whitman says that, “After you have exhausted what there is in
business, politics, conviviality, and so on - have found that none of these
finally satisfy, or permanently wear - what remains? Nature remains” (72).
The other strength is I want to place a jacuzzi in each gazebo; therefore,
the consumers can have more privacy.
3
Maranatha Christian University
1.3.2 Weakness
However, in addition to strength, NGS also has weaknesses. Philip
Kotler states that, “Weaknesses include low or no market share, no brand
loyalty, and lack of experience ” (20). The weakness of this spa business
is in the location. The location is far from the city. Therefore, there is a
possibility that people who do not like to travel far do not want to come to
NGS.
1.3.3 Opportunities
In this part, I would like to discuss the opportunities of NGS. According
to Philip Kotler, “Opportunity includes a growing market, increased
consumer spending, selling internationally, and changes in society
beneficial to your company” (20). NGS is a spa place which is far from the
city and its noise, also the weather is cool. Therefore, people who want to
stay in a quiet and peaceful place can come to NGS to rejuvenate their
mind. Moreover, NGS is a spa resort which provides beautiful scenery. If
people are interested in NGS, I will open a branch in another location in
Bandung, such as in Dago Pakar which also offers beautiful panorama.
1.3.4 Threat
NGS has two kind of threat, which are outside threat and the threat
from within. Philip Kotler says that, “Threat includes competitors,
government policy eg taxation, laws, and changes in society not beneficial
to your company” (20). The location of NGS is far from the city. Therefore,
there is a possibility that people find it hard to reach the location. Besides,
4
Maranatha Christian University
NGS has a lot of competitors in Bandung, such as Jari Manis, Zen, Rumah
Cantik Citra, Rahayu Natural Beauty Home Spa, and Delta. Each of those
spa places has its unique selling preposition. Therefore, NGS has to be
creative in giving the best service, so that the consumers feel interested to
come to NGS and become loyal consumers.
1.3.5. Vision
To run NGS properly, NGS has a vision. The vision of NGS is to
become a famous spa resort which is close to and friendly with nature.
1.3.6 Mission
Besides has a vision, NGS also has a missions. The missions of NGS
are to give satisfaction to the consumers and to create better relationship
between human and nature.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Dessler, Gary. Human Resources Management. Fourth Edition.
New Jersey: Prentice-Hall, 2004.
Heizer, Jay. Operation Management. Second Edition. New Jersey:
Prentice-Hall, 2003.
Kapoor, Jack R. Business. Third Edition. Boston, Massachusetts:
Houghton Miffin, 2004.
Kotler, Philip. Marketing Management International Edition.11th Edition.
New Jersey: Prentice Hall, 2003.
Steade, Richard. Business Its Nature And Environment. Third Edition.
Mason: South-Western Publishing Co, 2004.
Werther, William and Keith Davis. Human resources And Personnel
Management. Fourth Edition. Mason: McGraw-Hill, 2002.
Electronic Sources
Brook, Amanda. “The Best Service.” mindtools 13 January 2008. 22 April
2010 .
“Cash Flow.” investopedia. 17 March 2009. 22
May 2010 < http://www.investopedia.com/terms/c/cashflow.asp>.
Maranatha Christian University
“Cash Outflow.” Business dictioanry. 17 January 2009. 22
August 2010
< http://www.businessdictionary.com/definition/cash-outflow.html>.
Clark, Michael. “Marketing Mix.” highbeam. 17 April 2008. 10
June 2010 .
Gates. “Initial Investment”. Hjventures 10 September 2008. 25 July
2010 .
Goodson, Scott. “Learn Marketing.” careerplanning 22 August 2007.
28 November 2010
.
Humphrey, Emilia. “What A Spa Customer Really Wants?” Ezine 15
May 2008. 17 September 2010
.
Maranatha Christian University
TITLE PAGE .....................................................................................................i
DECLARATION OF ORIGINALITY .................................................................. ii
FRONT COVER OF THE BUSINESS PLAN .................................................. iii
APPROVAL PAGE.......................................................................................... iv
TABLE OF CONTENTS ................................................................................... v
LIST OF TABLES............................................................................................ vi
LIST OF FIGURES ........................................................................................ vii
ABSTRACT ................................................................................................... viii
EXECUTIVE SUMMARY ................................................................................ ix
CHAPTER I. THE BACKGROUND ............................................................. 1-5
CHAPTER II. MARKETING ASPECT ....................................................... 6-13
CHAPTER III. OPERATIONAL ASPECT ................................................ 14-18
CHAPTER IV. HUMAN RESOURCE ASPECT ........................................ 19-26
CHAPTER V. FINANCIAL ASPECT ........................................................ 27-33
BIBLIOGRAPHY
APPENDIX
Maranatha Christian University
v
LIST OF TABLES
Table 2.2.1. Package and Details ................................................................. 10
Table 2.2.2. Prices and Details ..................................................................... 11
Table 4.2.2. Working Hours and Details ....................................................... 21
Table 4.2.3. Compensation and Details ........................................................ 22
Table 5.1. Initial Investment and Details ....................................................... 28
Table 5.2. Cash Outflow and Details............................................................. 29
Table 5.3. Cash Inflow and Details ............................................................... 30
Table 5.4. Cash Flow and Details ................................................................. 31
Table 5.5.1. Payback Period and Details ...................................................... 32
Table 5.5.2. Net Present Value and Details .................................................. 33
Marantha Christian University
vi
LIST OF FIGURES
Figure 3.1. The workflow process ................................................................. 14
Figure 3.2. Natural Green Spa layout. .......................................................... 16
Figure 3.3. Natural Green Spa location map ................................................. 18
Figure 4.1. The organizational chart of Natural Green Spa ........................... 20
Maranatha Christian University
vii
ABSTRACT
Dunia pariwisata kini menjadi semakin maju di dalam dunia bisnis.
Salah satunya adalah dunia pariwisata spa. Alasan saya memilih spa
sebagai business plan karena berdasarkan riset, kegiatan spa digemari
oleh banyak orang, terutama kaum wanita. Selain itu spa memberikan
khasiat baik yaitu memberikan kesegaran kepada otak dan tubuh.
Saya memilih spa yang bernuansa alam agar pelanggan bisa
menikmati kesejukan alam sambil melakukan kegiatan spa. Tujuan lain
adalah untuk mengupayakan pencegahan global warming dengan tidak
memusnahkan alam dan tumbuh-tumbuhan. Oleh karena itu saya
menamai tempat spa ini Natural Green Spa.
Di dalam business plan ini saya menuliskan secara rinci tentang aspekaspek dari Natural Green Spa. Aspek-aspek itu antara lain adalah
keunggulan, kelemahan dan kekuatan, peluang dan ancaman, aspek
pemasaran, aspek operasional, sumber daya manusia, dan aspek
keuangan.
Natural Green Spa bersegmentasikan wanita kelas atas yang peduli
pada kecantikan dan kesehatan mereka. Natural Green Spa juga
menanamkan pada benak konsumen tentang kesegaran dan kebugaran
tubuh setelah para konsumen melakukan kegiatan spa di Natural Green
Spa.
Natural Green Spa menjual enam paket spa yang setiap paketnya
terdiri dari pemijatan badan, penguapan badan, masker tubuh beserta
ratus. Natural Green Spa pun memiliki satu kolam air panas di setiap
ruangan agar para pelanggan bisa menikmati kenyamanan hanya untuk
dirinya sendiri. Untuk promosi, Natural Green Spa akan menyebarkan
brosur, kalender, memberikan diskon, dan memasang billboard di jalan
raya.
Natural Green Spa adalah bisnis yang menguntungkan bagi investor.
Hal ini ditunjukkan oleh laba tahun pertama sebesar Rp1,091,538,400 dan
payback period selama 1 tahun 6 bulan.
Maranatha Christian University
Viii
CHAPTER I
BACKGROUND
1.1 Background of the Study
Nowadays, spa becomes more popular in Bandung City. There are lot of
spa places in Bandung such as Jari Manis, Zen, Rumah Cantik Citra, Delta,
Rahayu Natural Beauty Home Spa, and San Gria. Based on data collected by
distributing questionnaires to 50 female students at Maranatha Christian
University, 32 of the respondens like to do a spa. I also have conducted an
interview with an employee of Jari Manis, and she said that during weekdays,
in average, there are eight (8) people who come to Jari Manis to have spa
and there are more than twelve (12) people during weekend. They do spa to
relieve their stress and to stay healthy. Emilia Humphrey states that, “A spa
generally means a place where you can relax and rejuvenate your tired mind
and body with water treatments, massages, medication, soothing music in the
background, in a peaceful and quiet environment” (72). I agree with this
quotation because from my own experience, every time after
1
Maranatha Christian University
I visit a spa resort and do some therapy massage, my mind becomes
fresh.
I propose to run a spa business called Natural Green Spa (henceforth,
NGS). I choose NGS as my business plan because nowadays, many
people like to do a spa. I know those peoples’ habit based on my
observation in some spa resorts where I asked the employees about the
numbers of people who come to the spa resorts in a day.
NGS is located on Hortikultura Street, Lembang, Bandung. I choose
this site because the weather in this area is cool. Besides, Lembang offers
panoramic and beautiful nature.
1.2 Unique Selling Preposition
To attract consumers’ attention, NGS has its own uniqueness.
According to Scott Goodson, “Unique selling preposition is a description of
the qualities that are unique to a particular product or service and that
differentiate it in a way which will make consumer purchase it rather than
its rivals” (29). NGS has unique decoration. I want to build NGS close with
nature. Based on my observation in spa resorts in Bandung, most of the
spas are indoors. For my business, I want to make it outdoor. I want to
build six (6) gazebos; therefore, the consumers can enjoy the view. The
other uniqueness of NGS is there will be a jacuzzi in each gazebo;
therefore, the consumers can have more privacy. For the back sound, I
choose nature sound such as the song of bird singing or the sound of sea
wave in order to make the consumers enjoy the cool feeling, the air, and
2
Maranatha Christian University
the nuances of nature. The sound of birds singing will calm the
consumers’ minds.
1.3 SWOT Analysis
In this part, I would like to discuss the SWOT of NGS. Philip Kotler says
that,” A SWOT analysis is used as a framework to help the firm develop its
overall corporate, marketing, or product strategies” (25). Here is a brief
description of each component of the SWOT analysis.
1.3.1 Strengths
NGS has its own strengths; therefore, consumers will keep coming to
NGS. According to Philip Kotler, “Strength includes a strong brand name,
market share, good reputation, expertise and skill” (20). One of the
strengths of NGS is it has a unique decoration which is close with nature. I
choose natural nuances because it can bring good influence to the mind,
so that the mind can relax. Besides, people who love nature and really
enjoy the spa can enjoy beautiful nature, while enjoying the spa activities.
Walt Whitman says that, “After you have exhausted what there is in
business, politics, conviviality, and so on - have found that none of these
finally satisfy, or permanently wear - what remains? Nature remains” (72).
The other strength is I want to place a jacuzzi in each gazebo; therefore,
the consumers can have more privacy.
3
Maranatha Christian University
1.3.2 Weakness
However, in addition to strength, NGS also has weaknesses. Philip
Kotler states that, “Weaknesses include low or no market share, no brand
loyalty, and lack of experience ” (20). The weakness of this spa business
is in the location. The location is far from the city. Therefore, there is a
possibility that people who do not like to travel far do not want to come to
NGS.
1.3.3 Opportunities
In this part, I would like to discuss the opportunities of NGS. According
to Philip Kotler, “Opportunity includes a growing market, increased
consumer spending, selling internationally, and changes in society
beneficial to your company” (20). NGS is a spa place which is far from the
city and its noise, also the weather is cool. Therefore, people who want to
stay in a quiet and peaceful place can come to NGS to rejuvenate their
mind. Moreover, NGS is a spa resort which provides beautiful scenery. If
people are interested in NGS, I will open a branch in another location in
Bandung, such as in Dago Pakar which also offers beautiful panorama.
1.3.4 Threat
NGS has two kind of threat, which are outside threat and the threat
from within. Philip Kotler says that, “Threat includes competitors,
government policy eg taxation, laws, and changes in society not beneficial
to your company” (20). The location of NGS is far from the city. Therefore,
there is a possibility that people find it hard to reach the location. Besides,
4
Maranatha Christian University
NGS has a lot of competitors in Bandung, such as Jari Manis, Zen, Rumah
Cantik Citra, Rahayu Natural Beauty Home Spa, and Delta. Each of those
spa places has its unique selling preposition. Therefore, NGS has to be
creative in giving the best service, so that the consumers feel interested to
come to NGS and become loyal consumers.
1.3.5. Vision
To run NGS properly, NGS has a vision. The vision of NGS is to
become a famous spa resort which is close to and friendly with nature.
1.3.6 Mission
Besides has a vision, NGS also has a missions. The missions of NGS
are to give satisfaction to the consumers and to create better relationship
between human and nature.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Dessler, Gary. Human Resources Management. Fourth Edition.
New Jersey: Prentice-Hall, 2004.
Heizer, Jay. Operation Management. Second Edition. New Jersey:
Prentice-Hall, 2003.
Kapoor, Jack R. Business. Third Edition. Boston, Massachusetts:
Houghton Miffin, 2004.
Kotler, Philip. Marketing Management International Edition.11th Edition.
New Jersey: Prentice Hall, 2003.
Steade, Richard. Business Its Nature And Environment. Third Edition.
Mason: South-Western Publishing Co, 2004.
Werther, William and Keith Davis. Human resources And Personnel
Management. Fourth Edition. Mason: McGraw-Hill, 2002.
Electronic Sources
Brook, Amanda. “The Best Service.” mindtools 13 January 2008. 22 April
2010 .
“Cash Flow.” investopedia. 17 March 2009. 22
May 2010 < http://www.investopedia.com/terms/c/cashflow.asp>.
Maranatha Christian University
“Cash Outflow.” Business dictioanry. 17 January 2009. 22
August 2010
< http://www.businessdictionary.com/definition/cash-outflow.html>.
Clark, Michael. “Marketing Mix.” highbeam. 17 April 2008. 10
June 2010 .
Gates. “Initial Investment”. Hjventures 10 September 2008. 25 July
2010 .
Goodson, Scott. “Learn Marketing.” careerplanning 22 August 2007.
28 November 2010
.
Humphrey, Emilia. “What A Spa Customer Really Wants?” Ezine 15
May 2008. 17 September 2010
.
Maranatha Christian University