Business Capstone project

This business plan describes the Sean and Sharon hotel, its mission and vision, customer segments, value proposition, and financials. The hotel aims to become the number one choice in Canada by offering excellent service and amenities to its guests. The customer segments include tourists, urban population, and organizations. The hotel's value proposition includes value for money, online booking, and unique services. The financials show that the hotel will reach breakeven after 3 years and generate high revenue.

Running Head: Business Capstone project
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Business Capstone project
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Executive summary:
A business plan is a formal statement which describes about the business goals,
reasons which are attainable and the various plans and strategies to reach them. Business plan
contains about the business and the entire team of the business. Business plan targets the
various steps of a business plan to manage the overall scenario and the business performance
of the business. The business description explains that the name of the business would be
Sean and Sharon. hotel would be located at very beautiful place near the sea in Canada. The
main vision of the business would be to open a standard hotel and set up the activities and the
operations of the hotel in such a way that it becomes the number one choice in Canada.
Further, the main mission of the Sean and Sharon hotel is to deliver the genuine, caring,
reliable and excellent service which is superior to the services offered by the competitors of
hotel in the same location.
The overall business canvas model of Sean and Sharon explains that the business
would be implemented in such a way that highest revenue could be generated by the business
and the CSR policies of the business could also be maintained. The SAMRT objectives
explains that the business plan is quite specific and better for the overall growth of the
business lastly. Lastly, the financial performance also explains that it is a better approach for
the overall business of the company.

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Contents
Executive summary:.........................................................................................................2
Business Description:.......................................................................................................4
Mission/vision statement:.................................................................................................4
Discussion of business canvas:.........................................................................................5
Key partners:.....................................................................................................................6
Key activities:...................................................................................................................6
Value proposition:............................................................................................................7
Customer relationship:......................................................................................................8
Customer segment:...........................................................................................................9
Key resources:................................................................................................................10
Channels:........................................................................................................................11
Cost structure:.................................................................................................................11
Revenue streams:............................................................................................................12
Measurable objectives:...................................................................................................12
Financials for each department:......................................................................................13
References:.....................................................................................................................16

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Business Description:
The business plan explains about a hotel, Sean and Sharon. The hotel, Sean and Sharon
would be located in the heart of the Canada. It would be less than 20 minute drive from the
Canadian Rockies International airport. The hotel would be located at very beautiful place
near the sea. The Sean and Sharon hotel consider the quality and the services at superior level
and they believe that these factors are important for the company to achieve the strength. The
hotel would be a customer-centric hotel which focuses on the service structure and it is
deeply rooted in the organizational structure and the level of the organizations.
The hotel would be decorated in elegant and exquisite facades so that the customers
could be attracted towards the beauty of the hotel. Sean and Sharon would offer a conductive
spot to the customers to take break from the busy lifestyle and the schedule to comfort them
in the luxury of the hotel. The hotel would be equipped with a VIP lounge and a business
centre. Along with it, self services laundry, fitness room, swimming pool etc facilities would
also be available for the guest of the hotel in no extra cost. A free WIFI would also be
installed in the hotel in order to make it easier for the guest to surf.
The business class guest room of the hotel will make the customers comfortable and
warm. They will enjoy the home feeling away from the home. The different international
cuisine of the hotel would also enlighten the mood of the guest of the hotel. The hotel would
be all set in such a way that the best of the staying experience could be given to the guest of
the hotel and it would make it easier for the hotel to enhance the level of the loyalty.
Mission/vision statement:
The main vision of the business would be to open a standard hotel and set up the
activities and the operations of the hotel in such a way that it becomes the number one choice
in Canada. The business description explains that the hotel would be prepared and set up by
the business in such a way that it could offer the best of the amenities and the services to the
guest of the company. The main vision of the business is to enhance the warmth and
comfortable level of the guest into the hotel. The main vision of the company is to enhance
the level of the overall revenue of the company after 3 years. The hotel should reach on the
breakeven level after 3 years.

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After 3 years, the hotel would be one of the highest revenue generating hotels in the
Canada. The advanced services would be offered to the guest of the company such as
lodging, meals, gym, swimming pool, mini mart, childcare etc so that the interest of the guest
could be developed in the hotel and they become the loyal customers of the hotel. The hotel
would offer such a conductive spot to the customers to take break from the busy lifestyle and
the schedule to comfort them in the luxury of the hotel.
The Sean and Sharon hotel consider the quality and the services at superior level and
they believe that these factors are important for the company to achieve the strength. The
hotel would be decorated in elegant and exquisite facades so that the customers could be
attracted towards the beauty of the hotel. The hotel would be a customer-centric hotel which
focuses on the service structure and it is deeply rooted in the organizational structure and the
level of the organizations.
The hotel would also offer the higher returns to the shareholders through enhancing
the earnings per share and dividend per share of the hotel. Along with it, the hotel would also
start to pay the loan amount to the financial institutions after 3 years (Kotler & Keller, 2006).
The hotel’s operations would be run in such a way that the society and the local community
could not be harmed as well as hotel would run some program to manage the corporate social
responsibility.
Further, the main mission of the Sean and Sharon hotel is to deliver the genuine,
caring, reliable and excellent service which is superior to the services offered by the
competitors of hotel in the same location. The main mission of the hotel is to make sure that
the hotel enjoys around 90% occupancy in most of the days of a year.
Discussion of business canvas:
The business canvas description is as follows which includes the organizational
structure, key partners of the business, key activities, value propositions, customer
relationships, customer segment, key resources, channels, cost structure, revenue of the hotel
etc. the business canvas study of Sean and Sharon are as follows:

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Key partners:
The success of an organization totally depends on the team and the business stricture if
the company. The people who occupies the main role in the hotel are important for the
organization to manage the overall operations. The hotel would work with a great business
structure which would offer room to the employees to explore the creativity and the senses of
belonging among the leaders of the hotel. The hotel would work hard to make sure that we
only conscript the right set of the employees with a great mindset to assist the hotel to meet
the business goals and the objectives in decided time.
The hotel would be planned by the John Sean and Mary Sharon and the following
would be the organizational structure of the company:
 Chief executive officer (owner)
 Hotel manager
 Administrative manager and the human resource manager
 Bartenders and Baristas
 Cashiers and the accountants
 Maintenance and the facility manager
 Front desk officer
 Marketing officer
 Washer men and the cleaners
 Security officers etc. (Peter & Donnelly, 2011).
Key activities:
The key activities of the business explain that the main focus of the business is to
offer a great environment to the guest so that they could feel free from any hassle and make
them comfortable and warm. The main activity of the business is to offer warm and
comfortable environment to the guest so that they could enhance the guest involvement in the
business. Sean and Sharon would offer a conductive spot to the customers to take break from
the busy lifestyle and the schedule to comfort them in the luxury of the hotel.

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The main activities of the hotel include the better rooms with various facilities and the
dining area with huge choices about the cuisine. The main activities of the Sean and Sharon
includes the control on the overall manufacturing and production of the cuisines, manage the
website, manage the online orders and room booking, distribution of the product, make a
great branding strategy that the hotel and its services could be positioned into the customer’s
mind, marketing and the promotion process of the hotel and the various services of the hotel
(Stevenson & Hojati, 2007).
The management of the overall revenue, turnover, staffing process, hiring process,
partnership and the procurement are also the part of the main activities which assist the hotel
to run the business smoothly and constantly.
Value proposition:
Value proposition explains that the hotel should provide the value to the customers
through offering them the unique products and services with the unique characteristics. The
hotel would provide the value to the customers through offering them a result which would
overcome all the issues and the problems of the customers and they would find that their
money would be worth spending in the hotel. Mainly the people come to stay in the hotel for
take rest and free from the busy schedule of there (Tansley et al, 2007). Sean and Sharon
would offer a conductive spot to the customers to take break from the busy lifestyle and the
schedule to comfort them in the luxury of the hotel. It would offer the value to the guest of
the hotel.
The hotel management is well aware about the fact that the value proposition is
important for a hotel and the business to enhance the overall turnover and the market position
of the business. The value proposition of Sean and Sharon would mainly focus on the
following points:
 Value for money
 Sales and marketing of the hotel via TV, social media and the newspapers
 Online booking
 Best of the services in the minimum charges
 Offering the unique characteristics to the customers of the product and services

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The value proposition has been prepared in the business plan in such a way that it looks
promising to the customers and the guest of the hotel. The value proposition of Sean and
Sharon has been tested at earlier stage and compared with the already existing hotels to
evaluate that it would be promising and the customers would be attracted due to these value
propositional factors of the company. The survey has also been conducted among few people
to evaluate that what are the main factors and the elements of a hotel which looks promising
to the customers of a hotel and which attracts the customers more towards the business
(Doyle & Stern, 2006).
On the basis of the study, the value proposition of the hotel has been set and it has
been assured that all the value proposition of the hotel given their best shot and helps the
hotel to achieve the mission and objectives of the hotel. It has also been assured that the best
of the services and best quality product has been offered by the customers of the company in
better prices so that they could feel motivated and attracted towards the business.
Customer relationship:
Customer relationship is the building blocks which explain about the type of
relationship which must be built by a business with its customers to enhance the overall
business and meet the mission and objectives of the business. Customer relationship of the
Sean and Sharon has been driven by the following 3 motivations:
 Customer acquisition
 Customer retention
 Enhance the overall turnover and the occupancy of the rooms
The Sean and Sharon has evaluated the market proposition and the trends in the market
and it has been decided by the hotel to maintain a better relationship with the guest of the
hotel on the basis of the atmosphere, interaction with the guest and better customer services
of the hotel. All of these would help the hotel to resolve the issues of the guest and enhance
the level of loyalty among the already existed customers and attraction to the new customers.
The hotel has decided to invest around $ 1,00,000 initially to maintain the customer
relationship with the guest of the hotel. The customer relationship management would make
it simple and easier for the company to maintain other business canvas model of the

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company. The main category of customer relationship which has been focused by the
company to maintain the overall operations of the company is:
 Personal assistance
 Automated services
 Dedicated personal assistance
 Communities
 Automated services etc (David, 2011)
Customer segment:
Customer segment is a process in which the customers of the company are segmented
on the basis of the age, geography, behavioural and the special characters of them. In the
business plan of Sean and Sharon, it has been found that the main segment of the customers
would be on the basis of the below:
 Tourist
 Urban population
 Organization
The main focus of the Sean and Sharon would be on all of the above. The hotel would
offer different services and the features to each of the segment. The positioning would be
done of the hotel in different way to each of the customers of the company. The main features
of the hotel would be characterised and presented by the hotel to the customers to attract them
towards the hotel. Such as, the business halls and the special discounts would be offered to
the organizations for their meeting and the conferences. On the other hand, urban population
would be positioned on the basis of the peaceful environment and a great atmosphere of the
business (Dean & Yunus, 2001).
It has been measured that the customer base of the company would be better due to
the convenience to reach to the hotel and the unique services and the products of the hotel.
The place of the hotel would also be beautiful and it would be designed in such a way that
everybody could feel connected to it.

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Key resources:
Key resources are the building block which explains about the important assets of an
organization which are needed to make a hotel run its operations smoothly. Every business
model needs to manage the resources in such a way that maximum utilization of the
minimum resources could be done which will lead to the less cost of the hotel. On the basis
of the key resources only, a business generates the value proposition and revenue. The key
resources of Sean and Shane are as follows:
 Human resources management
 Capital
 Infrastructure
 Utilities
 Raw material of food
Above all the few key resources of a hotel which help the hotel to manage the activities
and the business model work. Each business model requires these resources to manage the
overall performance.
Human resource management plays the crucial role in hiring and recruiting the people
to manage the overall structure and the process of the company. It manages all the workforce
of the hotel. Further, the capital is essential to run the overall business of the company.
Without, the capital, it is not possible for an organization to run the business and the activities
(Dallas, 2011). Further, the infrastructure stands for the plant, property and the equipment of
the company which is must for each hotel to run the business smoothly. A hotel could not be
structured without the property and the building as well as the activities could not run without
the help of the machineries and the equipments.
Further, it has been measured that the utilities are also the key resources of the
company. The management of utilities also play a crucial role in a hotel and explains that the
utilities would be managed in a better way. In addition, the raw material of food and other
products such as curtains, pillow covers, bed sheet etc would also be managed and designed
in a proper way in the organization to enhance the overall operations of the company
(D’Aveni, Dagnino & Smith, 2010).

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Channels:
Customers channel is a way through which the customers of the company could be
conveyed about the product and the services of the business. In the business plan of Sean and
Sharon, it has been found that the characteristics and the product and services of the hotel
could be conveyed to the customers of the company through following ways:
 Newspaper advertisement
 Social networking site
 References (such as mouth publicity or the tourism company)
 Social networking site etc. (Chaffey, 2007)
All of the above mentioned ways would be used by the Sean and Sharon to promote
the hotel, products and services of the hotel. The hotel would offer different services and the
features to the customers and all would be conveyed to the customers in such a way that they
could feel attracted towards the company. The channels would be used by the hotel in such a
way that they could attract the customers and the tourist towards the hotel and it help the
hotel to meet the overall goals and objectives of the business.
It has been measured that the customer channel of the company would be better due to
the different channels and the different advertisement of the company on the basis of the
target market. The channels have been decided after evaluating the trend in the market and
the effectiveness of the channel.
Cost structure:
Cost structure segment of the business model explains about the total cost which has
been incurred to make a business model work efficiently and effectively. Cost structure plays
a crucial role in the business and explains that an organization must assure about the cost
structure firstly so that the profit could be generated accordingly. On the basis of the study,
competition and the trend in the market, it has been measured that the “low cost structure” is
the best option to manage the overall cost of the business (by Sara Carter & Jones-Evans,
2009).
The Sean and Sharon would be a value driven company which mainly focuses on
premium value proposition. It mainly offers the personalized services to the customers of the

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business. The hotel would try to reach over the breakeven point in next 3 years as well as the
foxed cost, variable cost, economies of scale and economies of scope.
Revenue streams:
Revenue stream is basically explains about the total income. Revenues model has
been briefed under the heading. It is a process in which a framework is presented to measure
the total revenue and the process of generate those revenues. It explains that hotel has
measured the overall ways through which the revenue could be generated in the business. The
revenue stream of the hotel is as follows:
 Lodging
 Boarding
 Banquet halls
 Conference and the meeting rooms etc. (Brigden, 2009)
These are the few revenue streams of the hotel through which the income would be
generated by the hotel.
Measurable objectives:
The main objectives of the Sean and Sharon are as follows:
Specific:
The vision and the mission of the business have been mentioned specifically in the
business plan. The main mission of the Sean and Sharon hotel is to deliver the genuine,
caring, reliable and excellent service which is superior to the services offered by the
competitors of hotel in the same location. The main mission of the hotel is to make sure that
the hotel enjoys around 90% occupancy in most of the days of a year.
On the other hand, the main vision of the business would be to open a standard hotel
and set up the activities and the operations of the hotel in such a way that it becomes the
number one choice in Canada. The business description explains that the hotel would be
prepared and set up by the business in such a way that it could offer the best of the amenities
and the services to the guest of the company (Best, 2009).

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Measurable:
The business plan has been set in such a way that all the data and the figures are easily
measurable and has enough relevance to the market trends and the competitors so that the
better business plan could be prepare and all the relevant and specific data is conveyed o the
relevant party.
Achievable:
The business plan explains that it has been set up and would be implemented in such a
way that all the goals and the objectives of the business are easily achievable and offer the
better market place and the competitive strength to the company.
Realistic:
The business plan explains that all the goals and the objectives of the business are
quite realistic as these have been measured and prepared by the company after measuring all
the related aspect of the business and the performance of the industry (Boxall & Purcell,
2011).
Timely:
The business plan explains that all the steps and the goals and the objectives of the
business have been measured and prepared by the company after measuring all the related
aspect of the business and the performance of the industry. But it should be implemented at
the better timing so that it becomes easier for the firm to manage the goals and the objectives.
Financials for each department:
Lastly, the financial aspect of all the department of the hotel has been measured on the
basis of the industry position, competitor’s performance and trend in the market. the
financials of each department of the business are as follows:
Sales
Value
Jan-
19
Feb-
19
Mar-
19
Apr-
19
May-
19
Jun-
19
Jul-
19
Aug-
19
Sep-
19
Oct-
19
Nov-
19
Dec-
19
Rooms 44,8
77
44,8
77
74,79
5
134,6
30
149,5
89
149,5
89
194,4
66
194,4
66
149,5
89
134,6
30
44,8
77
179,5
07
Events 2,84
7
2,84
7
8,541 8,541 17,08
1
17,08
1
17,08
1
17,08
1
17,08
1
17,08
1
2,84
7
14,23
4
Bar 11,0
00
11,0
00
33,00
0
33,00
0
66,00
0
66,00
0
66,00
0
66,00
0
66,00
0
66,00
0
11,0
00
55,00
0
Restaura 15,0 15,0 45,00 45,00 90,00 90,00 90,00 90,00 90,00 90,00 15,0 75,00

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nt 00 00 0 0 0 0 0 0 0 0 00 0
Sales 73,7
24
73,7
24
161,3
35
221,1
71
322,6
71
322,6
71
367,5
47
367,5
47
322,6
71
307,7
12
73,7
24
323,7
42
Cost of
Sales
Rooms 4,48
8
4,48
8
7,479 13,46
3
14,95
9
14,95
9
19,44
7
19,44
7
14,95
9
13,46
3
4,48
8
17,95
1
Events 1,99
3
1,99
3
5,978 5,978 11,95
7
11,95
7
11,95
7
11,95
7
11,95
7
11,95
7
1,99
3
9,964
Bar 7,15
0
7,15
0
21,45
0
21,45
0
42,90
0
42,90
0
42,90
0
42,90
0
42,90
0
42,90
0
7,15
0
35,75
0
Restaura
nt
9,00
0
9,00
0
27,00
0
27,00
0
54,00
0
54,00
0
54,00
0
54,00
0
54,00
0
54,00
0
9,00
0
45,00
0
CoS 22,6
30
22,6
30
61,90
8
67,89
1
123,8
16
123,8
16
128,3
03
128,3
03
123,8
16
122,3
20
22,6
30
108,6
65
(Bateman et al, 2008)
The total room occupancy rate of the business and the daily rate of the business is as
follows:
Availabl
e Rooms
# / day
Occupanc
y
Rate / room VAT
Rooms Mon-Thu 75 65% 80 Tourism
Fri - Sat 75 65% 75
Sun 75 60% 70
Pattern
Change in rate/room in
second year
10%
Events
# / week
Take-up Rate excl VAT
Events Mon-Thu 2 80% 500 Standard
Fri - Sat 2 50% 1,500
Sun 1 45% 400
Pattern
Change in event rates in
second year
10%
The revenue of the business per month has been discussed and calculated in the first
table which explains that the total revenue of the business would be increased per month.
Jan-
19
Feb-
19
Mar-
19
Apr-
19
May-
19
Jun-
19 Jul-19
Aug-
19
Sep-
19
Oct-
19
Nov-
19
Dec-
19
Sal
es
73,7
24
73,7
24
161,3
35
221,1
71
322,6
71
322,6
71
367,5
47
367,5
47
322,6
71
307,7
12
73,72
4
323,7
42
CoS
22,6
30
22,6
30
61,90
8
67,89
1
123,8
16
123,8
16
128,3
03
128,3
03
123,8
16
122,3
20
22,63
0
108,6
65
51,0 51,0 99,42 153,2 198,8 198,8 239,2 239,2 198,8 185,3 51,09 215,0

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93 93 7 80 55 55 44 44 55 92 3 77
(Applegate et al, 2007)
The overall study on the financial part of the business explains that the performance of
the business would be better.

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Kotler, P., & Keller, K. L. (2006). Marketing management 12e. New Jersey.

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