Bed and Breakfast Inn
Bed and Breakfast Inn
Bed and Breakfast Inn
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1.1 Mission
The Magnolia Inn intends to provide a serene setting for our guests to enjoy the many splendors of the beautiful California coast. 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. As owners we intend to see that attention to detail and service will be followed by a staff dedicated to each guest.
Provide a facility that is first class with attention to detail. Give each guest a sense that he or she is our top priority. Provide quality meals. Retain our guests to ensure repeat bookings and referrals.
1.3 Objectives
1. Generate a customer satisfaction rate above 90%. 2. Generate an average of $26,000 of sales each month. 3. Stay above 90% occupancy each month.
Company Summary
The Magnolia Inn is a beautiful facility that sits atop a bluff over looking the Pacific Ocean in scenic Half Moon Bay California. We are a new start-up enterprise that will offer seven wonderfully furnished rooms to guests who want to get away from the ordinary. Each room is individually furnished with antiques and there is a large deck with a hot tub overlooking the ocean. The Magnolia will provide a full breakfast each morning to our guests with no expense spared. Our target market is the professional couple who lives in the San Francisco area, or people looking for a place to honeymoon.
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Start-up Expenses Legal $500 Stationery etc. $500 Insurance $500 Improvements to $30,000 Inn Flowers $500 Total Start-up $32,000 Expenses Start-up Assets Cash Required $6,000 Other Current $10,000 Assets Long-term Assets $370,000 Total Assets $386,000 Total Requirements $418,000 Start-up Funding Start-up Expenses to Fund Start-up Assets to Fund Total Funding Required Assets Non-cash Assets from Start-up Cash Requirements from Start-up Additional Cash Raised Cash Balance on Starting Date Total Assets Liabilities and Capital Liabilities Current Borrowing Long-term Liabilities Accounts Payable (Outstanding Bills) Other Current Liabilities (interest-free) Total Liabilities (page 3)
$0 $353,000 $0 $0 $353,000
Capital Planned Investment Jim & Nancy Anderson Joe Anderson Additional Investment Requirement Total Planned Investment Loss at Start-up (Start-up Expenses) Total Capital Total Capital and Liabilities Total Funding
Services
The Magnolia Inn provides four-star lodging on the beautiful central California coast. We are a complete bed and breakfast Inn with a full complementary breakfast served each morning. Seven impeccable rooms, each with its own theme are ready to embrace the individual who is looking for solitude, or the more adventurish person who likes to be active. We offer van trips to various locations of interest if guests are interested.
Our immediate geographic market is the San Francisco Bay area with a population of over one million people. A 200-mile geographic area would want to use the kind of services we offer. The total target area population is estimated at two million people.
Demographics
Male and female. Married and single. Combined annual income in excess of $75,000. Age range of 25 to 65 years. with a median age of 40. Work in a professional business setting.
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Market Analysis Year 1 Year 2 Year 3 Year 4 Year 5 Potential Growth CAGR Customers Vacationers 10% 800,000 880,000 968,000 1,064,800 1,171,280 10.00% Honeymooners 10% 5,000 5,500 6,050 6,655 7,321 10.00% Drop-ins 10% 1,000 1,100 1,210 1,331 1,464 10.00% Total 10.00% 806,000 886,600 975,260 1,072,786 1,180,065 10.00%
The target markets are separated into three segments; "Vacationers," "Honeymooners," and "Drop-ins." The primary marketing opportunity is selling to these accessible target market segments that focuses on vacation and recreational needs. Vacationers The most dominant segment of the three is comprised of the San Francisco Bay and surrounding area. Half Moon Bay is approximately a 45 minute drive for Bay area residents. Half Moon Bay can seem like a different world and this is attractive for those people who have the need to get away but do not have the time to go far. Honeymooners Because of the beauty and location of our Inn, we will be a very attractive choice for people looking for a honeymoon location. Drop-ins When rooms are available we will welcome the drop-in customer who is looking for a place to stay for the night. Our sign can be seen from highway 101 and we expect to get quite a few dropins.
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Our immediate geographic market is the San Francisco Bay area with a population of over one million people. A 200-mile geographic area would want to use the kind of services we offer. The total target area population is estimated at two million people.
Demographics
Male and female. Married and single. Combined annual income in excess of $75,000. Age range of 25 to 65 years. with a median age of 40. Work in a professional business setting.
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Market Analysis Year 1 Year 2 Year 3 Year 4 Year 5 Potential Growth CAGR Customers Vacationers 10% 800,000 880,000 968,000 1,064,800 1,171,280 10.00% Honeymooners 10% 5,000 5,500 6,050 6,655 7,321 10.00% Drop-ins 10% 1,000 1,100 1,210 1,331 1,464 10.00% Total 10.00% 806,000 886,600 975,260 1,072,786 1,180,065 10.00%
The target markets are separated into three segments; "Vacationers," "Honeymooners," and "Drop-ins." The primary marketing opportunity is selling to these accessible target market segments that focuses on vacation and recreational needs. Vacationers The most dominant segment of the three is comprised of the San Francisco Bay and surrounding area. Half Moon Bay is approximately a 45 minute drive for Bay area residents. Half Moon Bay can seem like a different world and this is attractive for those people who have the need to get away but do not have the time to go far. Honeymooners Because of the beauty and location of our Inn, we will be a very attractive choice for people looking for a honeymoon location. Drop-ins When rooms are available we will welcome the drop-in customer who is looking for a place to stay for the night. Our sign can be seen from highway 101 and we expect to get quite a few dropins.
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To offer a bed and breakfast facility that will appeal to the busy professional. To provide unmatched customer service to our guests. To concentrate our marketing in the greater San Francisco Bay area.
Location: The sheer beauty of our setting is a huge plus. Nestled on a bluff with a panoramic view of the Pacific Ocean the Magnolia is the ideal place to take in mother nature. Beautiful magnolia trees and a garden area makes this setting a truly magnificent place. Our rooms: Each room is individually decorated with antiques that are tasteful but comfortable. You feel as if you have stepped back in time, as luxury is present at every turn. Customer service: Customer service is our number one priority. The Magnolia will treat each guest as if they are family.
furnishings made to feel just like home. A hot tub on the deck overlooking the ocean is provided for our guests. A first class breakfast is served each morning with no expense spared. Guests will have several options on our menu so that we can accommodate most tastes. There are several fun and interesting destination spots within 30 minutes of the Inn and we will have a van ready to shuttle guests if they need the service. The Magnolia guest will feel pampered and will leave for home well rested.
Reservations: 10% growth rate per year. Drop-ins: 10% growth rate per year.
Sales Forecast Year 1 Sales Reservations Drop-ins Total Sales Direct Cost of Sales Reservations Drop-ins Subtotal Direct Cost of Sales $294,140 $47,690 $341,830 Year 1 $14,707 $2,385 $17,092 Year 2 $323,554 $52,459 $376,013 Year 2 $14,000 $7,000 $21,000 Year 3 $355,909 $57,705 $413,614 Year 3 $16,000 $8,000 $24,000
5.4 Milestones
The milestones table below outlines key activities that will be critical to our success. Owners Jim and Nancy Anderson will take care of these important activities.
Milestones Milestone Business Plan Web Development Marketing Accounting Plan Totals
Start Date End Date Budget 1/8/2003 2/8/2003 $500 3/7/2003 5/4/2003 $1,000 5/12/2003 7/1/2003 $3,000 6/8/2003 7/9/2003 $500 $5,000
Detailed photos of the Inn and surrounding area. Price list of our rooms and a menu of our breakfast. Maps from many points of the Bay area that lead to the Inn.
aspect of the site will be handled by Nancy including company logo, Web page format, and maintenance of the site. AOL Web services will host the site.
Management Summary
Jim and Nancy Anderson are the sole owners of the Magnolia Inn. A small staff consisting of a cook and maid will work at the Inn. The rest of the tasks will be done by Jim and Nancy. Jim is responsible for the outside maintenance of the grounds and of the Inn. He will also drive the van for guests when the need arises. Nancy will organize the day to day operations on the inside and handle reservations. Both Jim and Nancy will promote the Inn through the advertising methods discussed in the marketing strategy section. Nancy will also work with the cook to purchase the food served at the Inn.
Financial Plan
The Magnolia Inn expects business to grow steadily until we are at an average of over 90% capacity for the year 2004 with a conservative capacity rate of 50% expected at times. We will be growing slowly with profits growing at a rate of about 10%. Expenses will be well managed, allowing Magnolia to make a profit even if the capacity rate drops as low as 50%.
A healthy economy that supports a moderate level of growth in our market. Keeping operating costs as low as possible, particularly in the areas of personnel and our ongoing monthly expenses.
General Assumptions Year 1 Year 2 Year 3 Plan Month 1 2 3 Current Interest 9.50% 9.50% 9.50% Rate Long-term 8.50% 8.50% 8.50% Interest Rate
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Break-even Analysis Monthly Revenue Break-even $18,487 Assumptions: Average Percent Variable Cost 5% Estimated Monthly Fixed Cost $17,563
8.3 Projected Profit and LossThe following represents the Projected Profit and Loss for the
Magnolia Inn based on sales and expense projections for 2004 and b
eyond.
Pro Forma Profit and Loss Sales Direct Cost of Sales Other Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Expenses Payroll Sales and Marketing and Other Expenses Depreciation Rent Utilities Insurance Payroll Taxes Other Total Operating Expenses Profit Before Interest and Taxes EBITDA Interest Expense Taxes Incurred Net Profit Net Profit/Sales Year 1 $341,830 $17,092 $12,000 $29,092 $312,739 91.49% $105,000 $12,000 $0 $48,000 $12,000 $6,000 $15,750 $12,000 $210,750 $101,989 $101,989 $29,885 $20,188 $51,916 15.19% Year 2 $376,013 $21,000 $14,000 $35,000 $341,013 90.69% $117,000 $14,000 $0 $48,000 $14,000 $7,000 $17,550 $3,000 $220,550 $120,463 $120,463 $29,660 $25,425 $65,378 17.39% Year 3 $413,614 $24,000 $16,000 $40,000 $373,614 90.33% $119,000 $16,000 $0 $48,000 $16,000 $8,000 $17,850 $0 $224,850 $148,764 $148,764 $29,411 $33,618 $85,736 20.73%
Pro Forma Cash Flow Year 1 Cash Received Cash from Operations Cash Sales Subtotal Cash from Operations Additional Cash Received Sales Tax, VAT, HST/GST Received New Current Borrowing New Other Liabilities (interest-free) New Long-term Liabilities Sales of Other Current Assets Sales of Long-term Assets New Investment Received Subtotal Cash Received Expenditures Expenditures from Operations Cash Spending Bill Payments Subtotal Spent on Operations Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out Principal Repayment of Current Borrowing Other Liabilities Principal Repayment Long-term Liabilities Principal Repayment Purchase Other Current Assets Purchase Long-term Assets Dividends Subtotal Cash Spent Net Cash Flow Cash Balance Year 2 Year 3
$341,830 $341,830 $0 $0 $0 $0 $0 $0 $0 $341,830 Year 1 $105,000 $169,225 $274,225 $0 $0 $0 $2,646 $0 $0 $6,000 $282,871 $58,959 $64,959
$376,013 $376,013 $0 $0 $0 $0 $0 $0 $0 $376,013 Year 2 $117,000 $193,409 $310,409 $0 $0 $0 $2,831 $0 $0 $6,000 $319,240 $56,773 $121,732
$413,614 $413,614 $0 $0 $0 $0 $0 $0 $0 $413,614 Year 3 $119,000 $207,626 $326,626 $0 $0 $0 $3,029 $0 $0 $3,000 $332,655 $80,959 $202,692
$64,959 $10,000 $74,959 $370,000 $0 $370,000 $444,959 Year 1 $15,689 $0 $0 $15,689 $350,354 $366,043 $65,000 ($38,000) $51,916 $78,916 $444,959 $78,916
$121,732 $10,000 $131,732 $370,000 $0 $370,000 $501,732 Year 2 $15,915 $0 $0 $15,915 $347,523 $363,438 $65,000 $7,916 $65,378 $138,294 $501,732 $138,294
$202,692 $10,000 $212,692 $370,000 $0 $370,000 $582,692 Year 3 $17,168 $0 $0 $17,168 $344,494 $361,662 $65,000 $70,294 $85,736 $221,030 $582,692 $221,030
Month-to-month annual comparisons indicate an increase of 10% or greater. Do not depend on credit line to meet cash requirements.
Ratio Analysis Year 1 Sales Growth Percent of Total Assets Other Current Assets Total Current Assets 0.00% 2.25% 16.85% Year 2 10.00% 1.99% 26.26% Year 3 10.00% 1.72% 36.50% 7.24% 22.48% 27.08% Industry Profile
Long-term Assets
Total Assets Current Liabilities Long-term Liabilities Total Liabilities Net Worth Percent of Sales Sales Gross Margin Selling, General & Administrative Expenses Advertising Expenses Profit Before Interest and Taxes Main Ratios Current Quick Total Debt to Total Assets Pre-tax Return on Net Worth Pre-tax Return on Assets Additional Ratios Net Profit Margin Return on Equity Activity Ratios Accounts Payable Turnover Payment Days Total Asset Turnover Debt Ratios Debt to Net Worth Current Liab. to Liab. Liquidity Ratios Net Working Capital Interest Coverage Additional Ratios Assets to Sales Current Debt/Total Assets Acid Test Sales/Net Worth Dividend Payout
83.15%
100.00% 3.53% 78.74% 82.26% 17.74% 100.00% 91.49% 76.30% 0.00% 29.84%
73.74%
100.00% 3.17% 69.26% 72.44% 27.56% 100.00% 90.69% 73.30% 0.00% 32.04%
63.50%
100.00% 2.95% 59.12% 62.07% 37.93% 100.00% 90.33% 69.55% 0.00% 35.97%
72.92%
100.00% 14.60% 32.80% 47.40% 52.60% 100.00% 100.00% 67.52% 2.55% 0.36%
4.78 8.28 12.39 1.00 4.78 8.28 12.39 0.76 82.26% 72.44% 62.07% 59.90% 91.37% 65.66% 54.00% 0.24% 16.20% 18.10% 20.48% 0.60% Year 1 Year 2 Year 3 15.19% 17.39% 20.73% 65.79% 47.27% 38.79% 11.79 27 0.77 4.64 0.04 $59,270 3.41 1.30 4% 4.78 4.33 0.12 12.17 30 0.75 2.63 0.04 $115,817 4.06 1.33 3% 8.28 2.72 0.09 12.17 29 0.71 1.64 0.05 $195,524 5.06 1.41 3% 12.39 1.87 0.03
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