CONCEPT (NOT ON PROPERTY)
CONCEPT (NOT ON PROPERTY)
CONCEPT (NOT ON PROPERTY)
CONCEPT (NOT ON PROPERTY)
CONCEPT (NOT ON PROPERTY)
1.1 Objectives
- Open the "operation" with existing bookings from the previous operations
- Exceeding the customer's expectations for surfing, diving, fishing, hiking and vacationing accommodations.
- Maintaining a 90% occupancy rate each month.
- Assembling an experience and effective staff.
- To increase the number of clients by 10% each year.
- Increase exposure and market using Internet technology and strong direct advertising.
- Through incentives and increased exposure on the Internet, we hope to increase off-season occupancy by 30% the first year. Note: Off-season in Panama is not dramatic for these type of operations.
- Increase off-season use by expanding into other uses for property (cater parties, receptions, weddings, international surf contest, etc.).
1.2
The mission is to become the best choice in Latinamerica for temporary lodging by expanding our exposure via the Internet (with multiple existing networks and links), and introducing the area to international market segments that have not yet discovered this year-round surfing, diving, hiking and fishing dream. I can be more than a great lodge. It can create an environment of conveniences that surpasses the standard offerings held today in the Republic ofPanama
The guests will have every need met to ensure his/her comfort. For special occasions, catered meals, chilled wine selection, etc. can be provided for an additional fee.
As the place becomes established through the peak season (December – March), we plan to expand our services to the residents of countries in time for the off-season. The large dining area can convert into a large area, ideal for formal or informal gatherings (i.e. wedding receptions, family reunions, Christmas parties, etc.). The outdoors, with its access to sandy beaches, opens several additional opportunities. With the capability for a catered reception inside, the Roadhouse will make events smooth and easy for the guests. As owners we intend to see that attention to detail, good service and good food will be followed by a staff dedicated to each guest.
1.3 Keys to Success
The primary keys to success could be based on the following factors:
- Provide a facility that is first class with attention to detail and location.
- Give each guest a sense that he or she is our top priority.
- Provide quality meals and drinks from its natural resources.
- Retain our guests to ensure repeat bookings and referrals.
2.0 Company Ownership
The property is owned by a Panamanian Corporation.
Services
The property could offer customers eight 1-bedroom units. Four units will be independent structures and 4 units of which by pair can be used together as a suite. Each unit is equipped with two double beds or a queen bed.
We have a full-service restaurant, a bar with a dance floor that provides live entertainment, and 5 natural recreational sites (surfbreak, forrest, fishing grounds, diving grounds, hotel grounds).
4.0 Market Analysis Summary
The target market strategy is based on becoming a destination choice for families, divers, surfers, anglers (sport fishing), hikers throughout the world who are looking for a place to relax or practice their favorite hobbies. The target markets that we are going to pursue are people looking for a vacation or exotic beach vacation destination. We envision many divers, surfers, anglers, hikers from all over the world , as some do now, coming to stay and practice all the mentioned activities in different regions of the Republic of Panama. The setting and our facilities make the property a natural destination choice for people seeking to find all in 1 spot. As mentioned earlier, we can see the property having a 10% increase in customers on a yearly basis.
4.1 Market Segmentation
4.1 Market Segmentation
Our target market strategy is based on becoming a destination for people who are looking to get away for a vacation or an area to surf, dive, fish, relax or hike. Our marketing strategy is based on superior performance in the following areas:
- Quality facilities for its type
- Unique location
- Customer service
- Natural Resources (All in 1)
The target markets are separated into 5 segments; "Vacationers," "Divers," "Surfers," "Anglers", ¨Educational¨ and "Drop-ins." The primary marketing opportunity is selling to these accessible target market segments by focusing on their vacation and recreational needs.
Vacationers
During the twelve months of the year, the property area is a beautiful wilderness retreat with potential for hiking trails nearby and other outdoor recreational activities.
Surfers
The property sits right in front of a world class surf break but with no people!
Divers
Crystal clear waters around the property will offer clear visibility of the marine life even when raining!
Coiba National park is at 30 min from the property location and its a well know world class diving spot in Panama.
Anglers
The Gulf of Montijo is called the Tuna Coast for its massive abundance of Yellow fin Tuna.
Large amounts Wahoo, Mahi Mahi and even Marlin are also famous to be cought in this region as well as other assorted types of game fish .
Educational Programs
Throughout my experience; educational programs have been top success in the travel industry. High end kids are sent by parent to eductate them selves and practice leadership programs. The meet kids from all over the world in pre sold packages for a good $$$ per kid and operational costs are minimal.
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 will be seen from Panamerican Highway which is a main route, and we expect to get quite a few drop-ins.
4.2 Service Business Analysis
The property is planned to be a 8 room facility, restaurant, bar and recreational natural park that will have full hook-ups and will provide overnight lodging, lunch, dinner and drinks in a tropical setting in the Cebaco Island. There are no luxury accommodations in the area. Most people who will need lodging in the area make reservations in advance to assure room availability but focusing more on pre sales of groups up to 16 pax.
4.3 Competition and Buying Patterns
The property offers a unique tropical environment, which caters to an ever increasing group of travelers. Our Lodge creates a climate of home, where guests become temporary members of a larger family. The rpoerty homey feel opens itself to guests, allowing them to participate and share in the richness of a community, while still allowing whatever degree of privacy is preferred. Meals or drinks can be shared at the restaurant with the innkeepers and other travelers allowing new relationships to be created and old ones enriched. Or, meals can be taken in the privacy of the guest's room.
A variety of settings are available in the property situated to enable individuals or small groups to locate the perfect setting for whatever mood or activity one is pursuing (eating, drinking, watching television, playing pool, etc.). At the property, a guest will be a guest in one's home, not a customer. It becomes a place to return to: at the end of a day, or during the next vacation (like going home).
5.0 Strategy and Implementation Summary
The primary sales and marketing strategy for the property includes these factors:
- To offer a Hotel, restaurant and natural recreation park facility that will appeal to the vacationer.
- To provide unmatched customer service to our guests.
- To concentrate our marketing in the greater regions of the world.
5.1 Competitive Edge
The peroperty sets itself apart from similar competition in the following ways.
- Location: Having a Hotel, restaurant, bar, and recreational park all at one facility is a huge plus, because guests never have to leave to other regions if they have everything in one location.
- The rooms: Each room can be individually decorated with a local country setting that is tasteful and comfortable.
- Customer service: Customer service is our number one priority. The property will treat each guest as if they are family.
- Competitive Prices: We will offer better rates than the competition. Feel free to look at the compention rates; (Isla Secas - Punta Caracol - Dolphin Lodge - Hacienda del Mar)
Another significant advantage for the property is its location. Being located in the Montijo Bay
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