Rolling Hills Resort Business Plan Template

Table of Content
1. Industry Overview
2. Executive Summary
3. Our Products and Services
4. Our Mission and Vision Statement
5. Job Roles and Responsibilities
6. SWOT Analysis
7. MARKET ANALYSIS
8. Our Target Market
9. SALES AND MARKETING STRATEGY
10. Sales Forecast
11. Publicity and Advertising Strategy
12. Our Pricing Strategy
13. Startup Expenditure (Budget)
14. Sustainability and Expansion Strategy

1. Industry Overview
The social media has been a big driver of the resort trend because platforms such as Instagram has taken
presentation to a whole new level as potential customers want to see something exciting and unique before they
can be tempted to part with their money.
The hospitality industry which consists of hotels and has experienced a strong growth from 2015 to 2020. The
growth has been due to increased travel globally duega to a boom in both international and local tourism. The
next five years (2021 to 2026) will see this industry continue to boom, as the economy grows and allows more
consumers to have more funds in which they will use for vacationing and resort trips.
The industry is seen as an $864 billion with a projected annual growth of 4.3% that has employed over 700,000
businesses that have employed over 4 million people.
The consumer group for resorts is rising and will continue to do so in 2024 as more people will use their mobile
devices as well as apps to check out resorts and make their reservations or cancel them.
Resorts are now competing with hotels in terms of allowing customers have seminars, conferences, conventions
and symposiums. This has opened up more of the target market for the resort business allowing them tap into
areas that were majorly for hotels.
Also, resorts have received a boost from couples who prefer the privacy and simplicity to that of hotels. This is
also another target market that has been opened up for the resort business.

2. Executive Summary
Rolling Hills Resort is a standard resort in Midsayap, Mindanao – Philippines that was established to cater to
the locals as well as visitors and tourists and also to make profit as well. We will offer our customers the
ultimate place for them to have fun and relax. We also have rooms for rent for those that intend to stay over for
a little while.
Our vision is to ensure that we are the preferred resort in the Midsayap, North Cotabato as well as the whole
region and that we attain this goal by the year 2025. To achieve this, we will go through the extra mile of
picking those that would best serve the purposes of our resort.
Our management staff has been well picked due to their vast experience and knowledge of the industry and
these kinds of businesses and we are confident that they would help bring our business to where we intend it to
be. Asides from having the experience, our management staff also believes in our core values.
We have picked competent employees that we know are capable of making sure our pool resort become top
class. Our employees know that they must constantly communicate the brand to the clients through their
actions. We intend to pay our employees well and also ensure that the atmosphere they work in is conducive
and motivating enough.
Our marketing executives have been empowered to draft and implement strategies that will not only make us
penetrate the target market but also make us stand out from others. We intend to engage in intense publicity to
ensure that we create awareness about our pool resort to our community, state and the whole Philippines.
We will not relent in ensuring that we offer our customers
excellent service when it comes to customer care. Therefore, our customer care executives as well as those
working on the front desk have been adequately trained to attend to the inquiries and complaints of customers
promptly.
Finally, our board member is the best that can be gotten in the industry. Mr. Anito and Mr. Gaje have the
required expertise and experience needed to bring Rolling Hills Resort to its intended standard. They have the
experience that would come in handy at Rolling Hills Resort.

3. Our Products and Services

Rolling Hills Resort is a major tourist destination that intends to offer its customers several services all aimed at
generating fun and relaxation.  We are strategically located in an area which we intend to maximize to our
benefit.
Even though our core service is to ensure that all our various customers can relax and have fun as well, we
intend to ensure that we create other multiple sources of income that will also generate revenue for our business
and boost our bottom line as is legally permissible in Midsayap as well as in the whole Mindanao.
Some of the services and products that we intend to offer at Rolling Hills Resort are;

 Room rentals for private and corporate individuals

 Sales of drinks and food
 Facility rental for private and corporate events
 Consultancy and advisory services
 Trainings

4. Our Mission and Vision Statement

 To become a major tourist destination for those looking for fun as well as relaxation in one place.
 To become the major preferred vacation destination for locals and visitors alike.
 To ensure we achieve this vision, we intend to be located in a strategically attractive place which will be
close to the town’s major attractions.
 Our mission is to be the most preferred pool tourist destination in Midsayap and the region

Our Business Structure

Rolling Hills Resort is a standard pool resort located in Midsayap, North Cotabato – Mindanao, with a strategic
foundation and corporate business values. At Rolling Hills Resort, we intend to start and run our business by
ensuring that we do not slack off on the human resources we intend to use in ensuring that our business attains
its envisioned heights.
Our hired staff will not only be competent and experienced, they will also be used in the right positions that we
intend for them. We will ensure that our management staff for instance, not only understand our core values and
the direction we intend to take bus also be able to communicate this to the staff who work under them. This way
we would be able to carry everyone along in ensuring that we attain our set goals and objectives.
Due to the fact that we intend for the resort to run smoothly with as few hitches as possible, we will continually
train our workers so that they are able to have enhanced skills that are not only necessary to help the business
grow but also set them apart from their peers in the hospitality industry here in Midsayap – Mindanao as well as
in the whole of the Philippines.
Therefore, below is the business structure we intend to build at Rolling Hills Resort;

 Chief Executive Officer

 General Manager
 Facility Manager
 Human Resources
 Admin Manager
 Customer Service Executives/Reception
 Accountant
 Purchasing Manager
 Inventory Manager
 Marketing Executives
 Drivers
 Cleaners
 Security Guards

5. Job Roles and Responsibilities

Chief Executive Officer
  Makes the relevant decisions that will affect the overall directions of the company
 Meets with high level customers and corporations to carry on behalf of the company
 Liaises with the General Manager for effective running of the pool resort.

General Manager

 In charge of ensuring that all the departments are effectively coordinated

 Makes strategic decisions in conjunction with the Chief Executive Officer on behalf of the resort

Facility Manager

 In charge of ensuring that the pool resort is up to standard

 Oversees the daily affairs on the pool resort
 Resolves light issues on behalf of the general manager

Human Resources

 Responsible for sourcing and recruiting the right employees for Rolling Hills Resort.
 Carries out periodical performance appraisals and ensure that hard-working employees are appropriately
rewarded with promotions or other incentives
 Creates an efficient welfare package for the employees

Admin Manager

 Responsible for smooth administrative functions in the organization

 In charge of all the records from all the various departments of Rolling Hills Resort.
 Liaises with the accountant to ensure that budget implementation is utilized

Customer Service Executives/Reception

 In charge of answering inquiries and questions from customers either physically or via phone calls
 Possesses updated information about Rolling Hills Resort so as to be able to pass reliable information to
customers
 Keeps and update customer database on behalf of Rolling Hills Resort

Accountant

 Prepares all the financial information on behalf of Rolling Hills Resort

 Drafts and ensure that the budget for Rolling Hills Resort is effectively implemented
 Helps Rolling Hills Resort prepare and file tax reports for the relevant tax authorities

Purchasing Manager

 In charge of procuring supplies on behalf of Rolling Hills Resort

 Works with the accounting and inventory manager to know what items need to be procured
 Responsible for sourcing for reliable vendors and distributors and keeping a mutually satisfying
relationship with them

Inventory Manager

 In charge of all the stocks that are being used at Rolling Hills Resort such as food, drinks, stationeries
and cleaning supplies
 Ensures that inventories are not depleted before being re-stocked
 Works with the purchasing manager to sort out the needs of Rolling Hills Resort

Marketing Executives

 Responsible for conducting a marketing research to continually identify target market and prospective
customers
 Drafts and implements effective marketing strategies for Rolling Hills Resort
 Meets and negotiates with high end clients and corporations on behalf of Rolling Hills Resort

Driver

 Ensures that accurate supplies that tallies with the vouchers are being picked up and delivered at the
resort whenever the need arises
 In charge of the vehicle and any light maintenance work that might need to be carried out
  Ensures that all they abide with all the rules and regulations on the road whilst driving

Cleaners

 Ensure that the pool resort is kept clean at all times

 Ensures that the rest rooms for guests and employees are cleaned as frequently as possible
 Ensure that cleaning supplies are adequately stocked and that depleted stocks are re-stocked

Security Guards

 Monitors the surveillance cameras and ensure that all is well

 Ensures that the premises are secured at all times especially when there are customers at the pool resort
 Gives out security tips to all employees and also have updated knowledge as regards security.

6. SWOT Analysis
Due to the fact that we intend to run a standard pool resort in Midsayap – Mindanao, we had to engage the
services of reputable business consultants here in Mindanao who helped us look through our business concept in
order to determine how suited we were for the marketplace and to run the business generally.
These business consultants conducted a thorough analysis of our business using SWOT (Strength, Weakness,
Opportunities, and Threats) to determine the likelihood of growth and survival for our pool resort business. The
following results were what were gotten from the SWOT analysis conducted on behalf of Rolling Hills Resort:

 Strengths:

Our strength lies in that fact that we are located in one of the most relaxed, good ambiance areas and quite far to
a beach which means more customers are likely to visit our resorts than others. Also, we have competent
employees who understand the hospitality business as well as our goals and are ready to ensure that we achieve
our intended goals.
Finally, our owners have vast experience in the hospitality and in running businesses too, and so they will bring
forth their experience to bear on the business.

 Weaknesses:

Like any other business, we have certain weaknesses in the fact that we are located in a area that has enough
resorts, this can be taken to mean that the market here is saturated, and so we would need several strategies to
be able to break off this weakness and excel amongst other pool resorts. We are positive that our strategies are
effective enough to enable us break off any weakness.

 Opportunities:

The opportunities available in this field are limitless, as people always come to the pool resort to have fun or
relax almost on a daily basis. Also, there are peak periods which mean that at certain times, more customers
than the usual are likely to come to the resort.

 Threats:

Dealing with threats is not alien to any business and so we expect to deal with a few before we start up the
business and also during the course of running the business. Threats such as government regulations, a
downturn in the economy as well as arrival of competitors to our same location, are likely to occur; however,
we have several strategies in place to combat these threats should they occur.

7. MARKET ANALYSIS
 Market Trends

The hospitality industry of which the pool resort is a part of has been in existence for a long time now, and has
seen various market positive and negative trends, which have resulted from the state of the economy.
Therefore any entrepreneur intending to start this business must be ready to carry out market research about the
industry and also about the location, he or she intends to run the business from, this is so as to be able to come
up with unique services that will keep the various existing customers loyal to the resort and also attract potential
customers as well.
Also, while pool resorts have been seen as a place where people go to relax and have fun, it is also used for
several other events and occasions such as weddings, business meetings, seminars and so on. This therefore
means that it is very necessary for resorts to be able to generate revenues from other sources as well as their
primary source.
Finally, in this age, more businesses have been able to penetrate the market as well as come up with different
ways to stay in touch with the customers through the internet as well as technology. The internet is a home to
various websites, blogs and forums suitable for promoting the business via intense publicity and advertisement.
Also, most businesses in the hospitality industry have come up with having mobile apps that will help their
customers quickly avail themselves of the various services offered by the resort and know when new services
have been introduced.

8. Our Target Market

The hospitality industry in which the resort is a part of is one where there are always available customers at
several times in the year. This means that our target market is not limited to a certain group of people but to
everyone who is looking for clean fun or somewhere to ease of stress and relax.
However, to understand our target market and know what they expected from us we conducted a market
research. This market research would also help us better draft the various advertising and marketing strategies
that would be needed to grow the business. We are therefore in this industry to offer our services to the
following group of people such as;

 Households
 Corporate executives
 Celebrities and high classed personalities
 Business people
 Sporting personalities
 Students
 Tourists
 Couples
 Event planners

Our competitive advantage

Rolling Hills Resort was established to not only become a major tourist destination for those looking for fun as
well as relaxation in one place, but to be the preferred vacation and relation destination for locals, visitors and
tourists alike by the year 2025.
Due to this declaration, we came up with certain competitive strategies that will allow us compete against
already established resort as well as those who were still young but already thriving here in Midsayap –
Mindanao.
One competitive strategy we intend to have is to ensure that we offer unique services that will keep our
customers hooked. We also intend to hire experienced and competent hands that will ensure that they grow the
business to an enviable standard that will allow us achieve our goals and objectives.
We also intend to have an excellent customer care that will be referred to as the best in the industry. Our
customer care executives will be highly trained to handle all the inquiries of our customers.
Lastly, we intend to ensure that our employees are well taken care of, such as having a good pay and welfare
packages. This will keep them highly motivated and will ensure that their productivity rate is high.

9. SALES AND MARKETING STRATEGY

 Sources of Income

Rolling Hills Resort is a tourist and vacation place in the hospitality industry that will be establish with the aim
of providing fun and relaxation to our different customers in the Mindanao as well as from other countries.
We are in business to ensure that our customers have the best time in our resort through the different services
that we would be offering them. Rolling Hills Resort will therefore generate income by offering the following
services;

 Room rentals for private and corporate individuals

 Sales of drinks and food
 Facility rental for private and corporate events
 Consultancy and advisory services
 Trainings

10. Sales Forecast

People are always on the look-out for a place to relax and have fun, and a resort is one of such places, therefore
starting a pool resort will ensure that people will always patronize us.
Due to our strategic location, we are therefore favorably disposed to generate enough revenue that will ensure
that we start to make profit during our one year of operations. The sales projection which we prepared with the
help of a hired sales analyst carried out a thorough analysis on the market here in Mindanao and also generally
and with accurate data, collated the following sales forecast.
Therefore, the sales projection for Rolling Hills Resort which is based on our business concept and location are:

 First Fiscal Year-: 1,800,000

 Second Fiscal Year-: 3,600,000
 Third Fiscal Year-: 7,200,000

N.B: The above projection is based on the fact that all peak periods will remain the same and that the economy
will remain stable. It is also based on the fact we would not have any pool resort of our size and offering similar
services start up near us within the above three-year period. However, should there be any change in any of the
listed factors; it is likely to have a positive or negative impact on our sales projection.

 Marketing Strategy and Sales Strategy

Generating capital for a business is only a part of starting the business, what keeps the business in existence in
revenue generation, which comes from marketing. Marketing can then be referred to as one important aspect of
the business that ensures that a business continues to be in existence from the moment it was conceived as an
idea and became a reality.
Before any marketing strategies can be developed, we intend to carry out a thorough market research. This
market research will enable us understand the market we intend to cater to and how best we will penetrate and
get a share out of the target market. It will also enable us to know what will be required from us by our target
market to attract and retain their attention.
In carrying out this market research, we were privy to utilizing important data and information that would help
ensure that we compete favorably against other pool resorts in Midsayap – Mindanao and also in the whole
Philippines.
To help conduct this market research, we used the services of a reputable marketing analyst who with our
marketing executives utilized the data properly and crafted marketing and sales strategy that would be used to
set us apart from our competitors and also increase our awareness in the market place whilst also generating the
revenue we would need to grow and expand.
One major tool that we would not ignore in ensuring that we penetrate the target market is the use of the
internet. The internet is a vast place that when used for marketing purposes is known to penetrate the target
market faster, and being able to draw more customers than the normal conventional method.
For this purpose, we intend to use our website, advertise on various blogs and forums and also use our social
media platforms to engage and attract customers. Therefore, we at Rolling Hills Resort intend to use the
following sales and marketing measures in attracting customers;

 Ensure that we throw a grand launching party that will attract a large number of people in Midsayap –
Mindanao to attend and also create awareness in the whole of the Philippines.
 Place adverts in local newspapers and magazines, as well as on radio and television stations
 Ensure that Rolling Hills Resort is listed in offline and online directories
 Engage in direct marketing to individuals and corporate businesses
 Ensure that we advertise our resort business on our website, and social media platforms such as
Facebook, Twitter and Instagram as well as in other popular blogs and forums
 Encourage our customers via discounts and incentives to refer us to others

11. Publicity and Advertising Strategy

Even though our pool resort will be standard where we intend to not only make profit but to also compete
favorably with all our competitors – big and small, we fully intend to ensure that we carry out intense publicity
so as to ensure that our brands get the necessary awareness and also so as to attract customers to patronize our
services at Rolling Hills Resort.
We know the importance of engaging in vigorous publicity campaigns if the company aims to grow and make
profit as we will do all we can to ensure that our publicity strategies are on top of the game. We intend to be in
the hospitality business for a long time and so we will deliberately ensure that we build our brand in such a way
that we are not only known in and around Mindanao but also in the whole Philippines.
Therefore, our publicity strategies will not only advertise our brand but also communicate the said brand
effectively to our customers. Some of the publicity and advertising strategies we intend to use for our Rolling
Hills Resort business are;

 Ensure that we place adverts in magazines and local newspapers, and also on radio and television
stations
 Engage in several relevant community programs
 Install Tarpaulins in strategic locations all around Midsayap and nearby municipalities.
 Distribute our handbills and fliers in strategic areas
 Leverage on social media platforms such as Facebook, Instagram, and Twitter to use in promoting our
brands
 Give out discounts at certain times in order to create awareness and attract customers

12. Our Pricing Strategy

Determining the pricing for a service-oriented business can be very tricky as several factors such as the location,
the popularity of the resort, and the services offered need to be determined. Due to this, it would be reasonable
to employ detailed strategies that would help determine the right pricing for several of the services that would
be offered at the pool resorts.
However, since we are relatively new in the business, we would need to employ a different mode to our pricing
in the first three months of business, by lowering the rates for our services during this period. The aim of
lowering our rates for a particular period is so as to increase awareness for our resort and also attract the various
customers to our resort. Lowering our prices do not mean that we would run at a loss, as this is not the intention
of establishing the business at all.

 Payment Options

Due to the fact that we would be offering different services at our pool resort, we also intend to offer different
payment policies to our various customers to suit whatever service they intend to use and whichever mode they
would prefer to pay for such service.
Therefore, the different payment options that we intend in our resort are;

 Payment by cash
 Payment via credit card
 Payment via online bank transfer

The above payment platforms were carefully chosen for us by our bank, which has assured us that these
payment plans will run smoothly with no hitches.

13. Startup Expenditure (Budget)

A pool resort business is one that requires lots of capital to start off, especially if you intend running something
that is of the required standard. Therefore, in our resort business, the capital we intend to generate will be used
to get and construct several facilities and also pay the salaries of employees as well as some bills that would be
incurred during the course of running the business.
The key areas where we therefore intend to spend our start-up on are;

 Business registration fees in the Philippines – 30,000

 Obtaining of licenses and permits as well as accounting software – 50,000
 Cost of construction, and renovating facility for at least a year plus labor charges – 10,000,000
 Insurance coverage (general liability, property insurance, workers’ compensation) – 100,000
 Operating expenses which includes employees’ salaries and bills payment for at least 6 months
– 500,000
 Marketing and publicity expenses (general marketing expenses and targeted marketing expenses for
grand opening) – 100,000
 Other start-up administrative expenses (furniture, computer, phones, printers, stationeries – 500,000
 Cost of equipping the resort with drinks and food for at least 6 months – 100,000
 Cost of purchasing official delivery van and vehicles – 600,000
 Cost of throwing a grand opening party – 50,000
 Miscellaneous – 50,000

From the above estimate, we would need the sum of 11,480,000 to be able to successfully set up and start our
pool resort business in Midsayap – Mindanao. The above amount will cover certain fixed and operating
expenses such as construction and renovating the intended facility we intend to use for a year as well as paying
the salaries of employees and certain bills for at least 6 months of operations.
Generating Funding / Startup Capital for Rolling Hills Resort Business
Rolling Hills Resort is operated by two partners Mr. Anito and Mr. Gaje, two men who have different expertise
in areas that would be beneficial to the pool resort. The partners have decided therefore to generate capital from
the following sources.
The three areas where we intend to generate start-up capital from are;

 Personal savings
 Sell certain stocks
 Investors

N.B: We were able to generate the sum of $1,000,000 from our personal savings. We are approaching and
offering a stock to sell or anyone who are willing to invest in the business to complete the total start-up capital.

14. Sustainability and Expansion Strategy

Just like any other business, we are established to generate revenue and then make profit that would not only
sustain our pool resort business but also expand it as well. However, to achieve this, there are certain factors
that we would need to consider in order to achieve our sustainability and expansion objective.
One of the major factors that would be considered in Rolling Hills Resort is how to generate revenue for our
core services and how to ensure that we have multiple sources of income springing up from the core services
and generating money for the resort as well so that we do not to get cash from outside sources to inject life into
the business.
One way to generate revenue for our business is to ensure that we take good care of our customers and offer
them the best services, so that they can always patronize us and also tell others about us. Another factor to be
considered is the competence of the employee that we intend to employ to help run our resort business.
We will hire experienced hands who understand our goals and objectives and knows how to bring the business
from where it is to where it should be. We will ensure that we not only pay our employees very well but that we
also ensure that they work in a conducive environment, have great welfare packages and are also offered
incentives so that they would remain committed to achieving the goals and objectives of Rolling Hills Resort.
Finally, we intend to have the best customer service that will make customer feel at home no matter their
inquiries and requests. We will also strive to resolve complaints on time so that our customers will have no
reason to not want to patronize our services. We know that if this is diligently done, we would be able to sustain
our business and eventually grow and expand in future.
Check List / Milestone

 Business Name Availability Check: Completed

 Business Registration: In Progress
 Opening of Corporate Bank Accounts: In Progress
 Securing Point of Sales (POS) Machines: Completed
 Opening Mobile Money Accounts: Completed
 Opening Online Payment Platforms: Completed
 Application and Obtaining Tax Payer’s ID: In Progress
 Application for business license and permit: In Progress
 Purchase of Insurance for the Business: In Progress
 Conducting feasibility studies: In Progress
 Generating capital from family members: Completed
 writing of business plan: Completed
 Drafting of Employee’s Handbook: Completed
 Drafting of Contract Documents and other relevant Legal Documents: In Progress
 Design of The Company’s Logo: In Progress
 Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
 Recruitment of employees: In Progress
 Creating Awareness for the business both online and around the community: In Progress
 Health and Safety and Fire Safety Arrangement (License): In Progress
 Opening party / launching party planning: In Progress
 Establishing business relationship with vendors – wholesale suppliers / merchants: In Progress
 Purchase of trucks: In Progress