Entrepreneurial Development for Heaven Resort-Hotel for Dogs

This report outlines the entrepreneurial development plan for Heaven Resort-Hotel for Dogs, including the value proposition and lean business model canvas. It also discusses the proposed marketing strategy and objectives. The report covers the business objectives, key partners, key activities, value propositions, customer relationship, customer segments, cost structure, channels, revenue streams, and sources of finance.

ENTREPRENEURIAL DEVELOPMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
BUSINESS OBJECTIVES..............................................................................................................3
VALUE CREATION: CUSTOMER VALUE PROPOSITIN CANVAS.......................................4
VALUE CAPTURE: LEAN BUSINESS MODEL CANVAS.......................................................6
Key Partners................................................................................................................................6
Key activities...............................................................................................................................7
Value Propositions......................................................................................................................7
Customer relationship.................................................................................................................7
Customer Segments.....................................................................................................................7
Cost structure..............................................................................................................................7
Channels......................................................................................................................................8
Revenue streams..........................................................................................................................8
Sources of finance ......................................................................................................................8
CHIEF MARKETING OFFICER PLAN........................................................................................8
Proposed Marketing strategy.......................................................................................................8
Marketing mix.............................................................................................................................9
Target Market ...........................................................................................................................10
Marketing Campaign.................................................................................................................10
CRITICAL EVALUATION OF THE PLAN................................................................................11
SUMMARY...................................................................................................................................12
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INTRODUCTION
A “lean start-up” is a methodology utilised to establish a new business or produce a new
product for an already existing company. The “lean Start-up” gives a scientific approach to
develop and manage start-ups and get the products they want to meet the needs of customers.
The “lean start-up” methodology will drive a “Heaven Resort”, how to steer, when to persevere-
and grow, and when to turn a business with more acceleration. This is an ethical approach to the
development of the new product. Several start-ups initiate with this idea for the products that are
wanted by people. They spend months or even years on the business, perfecting that services and
products in a basic form, to the potential consumer. When they cannot get approval from
consumers, this is repeated as they did not speak to potential consumers and decided whether or
not products or services were interesting. In accordance with a research study, 24 percent of the
adult population of the UK owns a dog that is an opportunity as there is a scarcity of dog hotels
in England (Amankwah-Amoah and Lu, 2019).
In this report the lean-start-up is “Heaven Resort-Hotel for Dogs”. The Heaven Resort-
Hotel for Dogs will facilitate various services to the customers. The services that will be
provided to the customers will be swimming polls with the trained staff, manicure, pedicure, etc.
The Heaven Resort-Hotel for Dogs will aim to provide luxurious stay and services to its
customers at quite feasible prices as per the services opted by the customers in accordance with
packages. The dog hotel is expected to attract customers who are dog lovers as well as own
dogs. The dog hotel, Heaven Resort-Hotel for Dogs will be located in London as the number of
dog owners in the locality is quite high which will have a positive impact upon the organization.
BUSINESS OBJECTIVES
The objectives of Heaven Resort-Hotel for Dogs that the organization will aim to
accomplish are listed below-
 To attain maximum profit by keeping costs low by building and finding relationships
with authentic designing operations, suppliers with a focus toward “lean efficiency” and
exploiting “economies of scale”, to name some methods, may bring more money after
paying the bills (Ataman and et.al., 2018).
 To generate more revenue is the fundamental financial objective of our business. The
growth of revenue comes from a focus on marketing and sales activities and is
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completely concerned with the “top-line earnings” – earnings prior to expenses.
Organisations often set goals of revenue with respect to an increase in percentage
instead of intending for particular amounts of the dollar. An entrepreneur might set an
objective of more revenue by 20% every year for the first three years of operations.
 The organization will at least aim to have a survival stage in the initial period as in to
avoid the declining stage. This goal will be accomplished by recovering the outstanding
debts completely and within the right time. This will lead to constant revenues for the
organization ( Bansal and Singh, 2019).
 The objective of the business will be to achieve at least 20% profit upon the revenues
after the six months of duration of business establishment. The objective is to provide a
healthy and positive aura to the customers with the dog friendly and trained staff.
 The objective of the business is to establish business chain of the organization in atleast
2 more cities in the next 5 years (Brenya, Arthur and Nyarko, 2021).
VALUE CREATION: CUSTOMER VALUE PROPOSITIN CANVAS
The “Value Proposition Canvas” is an instrument that may assist makes sure that a
service or product is positioned around the needs and values of customers. The value
proposition of our hotel is based on products and customers. The product includes gain
creators, which includes mobile app for tracking, customers can pay via mobile app, only well-
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trained staff is hired, and freshly prepared foods are only served; pain relievers, which includes
pick up service, 24/7/365 open, customers can see the activity from the portal on the app; the
services and products include food, hospitality, customer mobile app, and room for pets. The
gains that customers can get from our hotel are that they can track their pet’s activity, zero-
time on payment, trained staff; customer jobs i.e. affordable and easy to pay ( Chipfupa and
Wale, 2018).
As it has been witnessed that the hotel industry is facing a rise in “pet-friendly
hotels”. This is a feature that small hotels and hotel chains alike are providing to
travellers. If a hotelier takes into account, their property pet or dog-friendly to attract
novel consumers. They spend billions on dogs or other pets every year, as the year of
2016 saw that industry of pet animals hit “$66 billion” in 2016, and customers searching
for accommodations, these are increasingly finding for pet-friendly hotels. Only offerings
“pet-friendly” stays may convince the customers to book a room at the property, but
several hotels are going additional miles to ensure their fuzziest customers are
comfortable. Dog-friendly facilities provided at hotels encompass food dishes, outdoor
play areas, dog runs, and water bowls.
Dog-friendly facilities provided at hotels encompass food dishes, outdoor play
areas, dog runs, and water bowls. Even a large number of hotels are providing “doggie
cuisine,” with menus of room service specifically tailored to palettes of dogs, these
features will likewise make it very probable that customers will order dine-in or room
service because their dogs may likewise have a delightful meal for them ( Francke and
Alexander, 2019).
The other benefits that will be provided to customers by hotel are: first, hotel will
charge a “pet fee” for customers. Based on the facilities provided, the standard room
might go for the premium price, specifically if they decide to provide pet cuisine.
Customers might go for hotel booking on the hotel’s website, and after that choose to
select facilities at “online checkout”. Providing a pet-friendly facility lets the hotel stand
out from its competitors. More than this, it may likewise help customers to book the
hotel, even after the end of the tourism season in the area in which the hotel is situated.
One more benefit for hoteliers providing accommodations, which welcome dogs
are that it promotes brand loyalty. In case the customers know that their pet will be
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welcomed or well-received at the hotel, it increases the chances they will book it again
with this hotel. Travelling with dog-friendly pets may involve additional packing since
customers must remember dog beds, toys, dishes, etc. If a hotel is assisting with this task
and fulfilling the customers’ needs, they will appreciate the hotelier’s efforts. They may
even keep you in mind for their next getaway if you throw in a free dog leash, treat
container, or a bandanna with your hotel’s name on it for good brand recognition
(Harsono, 2021 ).
VALUE CAPTURE: LEAN BUSINESS MODEL CANVAS
Heaven resort is planning to make a hotel that is not only for those who are rich but also
for those who have a hard time dealing with their expenses. Our company will deliver its
services at a very affordable and reasonable price to its customers. We have a new innovative
idea, making an app that lets you see your dog’s room from anywhere in the world, and also you
could track your pet’s activity. It was founded in 2020 and is located in London, UK. It has not
got any funding till the day and its budget is “225000 pounds”. The allocation of budget is as
follows:
150000: for the infrastructure
10000: for repair and replacement
50000: for manpower and welfare
30000: mobile app and other communicative devices
30000: Sales and marketing
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Key Partners
The key partners of the Heaven Resort will be manufacturers of dog food; pet
hospitals, pet amusement parks. The manufacturers of dog food will help the hotel
management by providing a dedicated food menu only for pets. The list includes food
from famous manufacturers for pet food. Or they might even provide the dog's dishes that
are specifically made for them. In case of any injury or any emergency related to health,
the services of pet hospitals will also be available. The pet amusement park management
will provide leisure activities in spare time (Ijatuyi and et.al., 2017).
Key activities
The marketing includes the marketing campaign for pet-friendly hotels through
Instagram and Facebook. This business will attract and make the customers aware of their
unique services by posting Instagram stories and share their posts on Facebook. The
number of followers on Instagram and likes or comments on Facebook posts will
determine the popularity of our business. Mobile tracking app can help the customers in
locating amusement parks and any nearby location. Friendly staff makes customers feel
valued.
Value Propositions
The product includes gain creators, which includes mobile app for tracking,
customers can pay via mobile app, only well-trained staff is hired, and freshly prepared
foods are only served; pain relievers, which includes pick up service, 24/7/365 open,
customers can see the activity from the portal on the app; the services and products
include food, hospitality, customer mobile app, and room for pets.
Customer relationship
Email, Mobile app chat, Telephone, and Feedback all are the channels through
which the hotel management will interact with their customers ( Kangwa, 2019).
Customer Segments
Our customer segments will be businessman, actors, and students as they travel a
lot for business purpose, for study purpose, and for shooting purpose so they have to stay
in between.
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Cost structure
The revenue will be spent to meet the following costs such as rent, electricity bills,
salary, and application maintenance.
Channels
Customers can reach us through a mobile app, phone call booking, and walk-in
booking.
Revenue streams
The streams that may bring revenue for hotels are packages and subscriptions ( Kemal,
2019).
Sources of finance
Sources of finance are very important in order to meet with financial needs of the
business. As the business plan lacks for the sources of funds it is very important to gather
funds in order to meet with its budget criteria of “225000 pounds. The various sources
that can be utilized by the entrepreneur are listed below-
 Corporate credits and bank loans- These source of funding or raising finance are
quite easy and can be considered as a good choice for the businesses. In this
source, the entrepreneur needs to convince the investor to lend money. The bank
loans are issued on interest rates on the approval of the documents.
 Government assistance program- The government too introduces various
schemes in order to promote the entrepreneurs into the businesses as they tend to
increase the employment level in the economy.
 Venture capital- Venture capital do not seek a direct participation in the business
whereas these prove as beneficial to the large projects which involve huge
investments in order to begin the business. These involve giving of too much
power and authority to the investors as a stakeholder (Kumar, 2017).
CHIEF MARKETING OFFICER PLAN
The CMO plan will include the proposed marketing strategy, advertising, and customer
engagement. The chief marketing officer will work in collaboration with the marketer to devise
the marketing strategies and marketing campaign.
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Proposed Marketing strategy
Ansoff Matrix
The Ansoff matrix is a very common model, which is used to make “strategic
decisions” for companies. It recommends that attempts of businesses to grow based on
whether it promotes or markets existing or new products in existing or new markets. The
output from the Ansoff matrix is the series of suggested growth strategies leading to the
direction for designing the strategies. This matrix shows 4 possible strategies for the
future market/ product activities of the business (Onyeagba, 2021).
For this suggested marketing strategy, the “strategic decision” for Heaven Resort
would be market development, it will enter into the UK market with its current product.
In this context, entering into new markets means expanding into novel geographical
regions. Heaven Resort will be successful in the UK if it owns trademarked technology,
potential customers are profitable, and behavior of customers in the novel market does
not stray from the customers in the current markets. Heaven Resort will enter into a new
foreign market and expand internationally but will offer new products and services
(Reyani and et.al., 2018).
Marketing mix
The “Marketing Mix” is a framework utilized to align the business context of a
company with marketing strategy, blending the brand’s strategic goals and marketing.
The suggested new “Marketing Mix for Heaven Resort” is brought out utilizing the 10
highly significant elements of its strategy.
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Product: The product includes gain creators, which includes mobile app for tracking, customers
can pay via mobile app, only well-trained staff is hired, and freshly prepared foods are only
served; pain relievers, which includes pick up service, 24/7/365 open, customers can see the
activity from a portal on the app.
Price: Low to high: from 45-750 euro, free shipping, payment: PayPal, debit or credit, exchange
current: Euro.
Place: UK
Promotion: Instagram, Facebook, and press
People: Family-oriented company, local workers, Local artisans, supporting the community
Processes: Easy access online, easy procedure, virtual assistant
Packaging: Sustainable packaging for foods (bamboo and recycled).
Proof: Press Reviews, comments from customers
Pictures: Products, process, people working together
Personality: Family-oriented company, sustainable/ ethical, values people, the
environment, creativity, and profit in equal measure, puts inclusivity and equality at the
core of their businesses and social mission (Roy and Mukherjee, 2017).
Target Market
The target market for the Heaven Resort-Hotel for Dogs is the population
consisting of males and females residing in UK who have adopted dogs and have a
nuclear family or live alone. The main focus is upon the dog lover population who look
for accommodation where they can have their pets with them too along with the necessary
facilities.
Marketing Campaign
Online Campaigns-
Social media video advertisements
The social media video advertisement includes YouTube, Instagram, and
Facebook. Short video telling the brand story from creation of the design to final product,
highlighting local artisans and communities and Heaven Resort to be promoted on social
media platforms as an advertisement. It will be three months plan. And it will try to reach
as many as customers on diverse social networking services ( Shams and et.al., 2020).
UK influencers on Instagram
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When evaluating the UK influencers on Instagram, the KPI-s were found as: @
Jacob Riglin: 32.8 percent female followers, 67.2 percent are male, the average
engagement rate on posts are around 2.70 percent, an average number of likes per post is
29706, the interest of the audience in travel and tourism is 89.75. So these, statistics show
that this would be an effective strategy for Heaven Resort to make consumers purchase its
products. Heaven Resort will also offer to influencers such as one Heaven Resort luggage
for each influencer, a 10% special discount code for each influencer, a 5% return to the
influencer per sale, and a luggage £450 Discount code of £1200.
Instagram Giveaway
Another strategy would be an Instagram giveaway, which will be a collaboration
between Heaven Resort and amusement park management. It will be a 4-day trip to any
desired location of customers, for 2, concluding with a Heaven Resort workshop tour and
a free travel bag. This will be done to increase and promote awareness of the brand and
capture the customers of new mass. The customers need to follow the 4 companies on
Instagram, comment “what sustainability means to them”, tag friends and follow all four
brands.
Offline Campaigns-
Partnership with UK Airlines
The partnership with UK airlines for flights for first-class passengers consists of a
toiletry bag in rang, and the campaign will last for one month. The initiative will be an
efficient way to promote the brand to luxury consumers. It also gives them the chance to
sample Heaven Resort products and learn more about the brand's values. UK airlines will
be responsible for transporting the toiletry bags and adding the amenities to the kit. The
campaign will launch in June to mark the beginning of the summer for UK travelers
(Tarkhanova and et.al., 2020).
Live event
The event will launch a new tool on the Heaven Resort website, which will enable
customers to schedule an appointment with Heaven Resort to design bespoke products.
will be supported by the Indonesian embassy for local culture enhancement. A video will
be played to promote this new tool which will allow consumers to create bespoke and
personalized products directly through the brand and its artisans. This will help target
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luxury consumers looking for unique products whilst also helping create trust between the
brand and consumers.
CRITICAL EVALUATION OF THE PLAN
It is very crucial to evaluate the plan that the business is going to establish in
future. A critical evaluation helps in identifying the strengths, weaknesses, opportunities
and threats of the plan. The strength of the business are its quality of service, the highly
qualified staff who will be dog friendly as well. The highly qualified staff in hospitality
spa services will act as strength of the organization. The weaknesses of the plan will be
the unavailability of fund investors or the lack of funds in order to generate the plan into
action. The opportunities in the market for the plan will be the increasing demand of dog
hotels. The first mover advantage for the areas where the dog hotels do not exist. The
threat will be increasing competitors of the Heaven Resort-Hotel for dogs. The another
threat is the lack of interest in the minds of investors for the plan. The plan must be
amended on the timely basis in order to cope up with the tactics and strategies of the
competitors in the market. The needs of the customers are dynamic and hence fluctuations
can be seen in the needs and demands of the customers. The organization can look upon
at various needs of the customers that can be addressed by the business in order to satisfy
the customers. The future development of the plan can be done on the basis of review
from the experts and accordingly the products and services of the organization can be
introduced in the business (Verma and et.al., 2020).
SUMMARY
The business plan can be considered as profitable as it aims to provide luxurious
hotel services at very feasible rates. The plan will introduce various price packages at
affordable and various prices in order to attract a large number of customers towards the
business. The research states that over 24% of the adult population of UK adopts dogs
which can prove as a big opportunity for the business. Also there are quite less dog hotels
in UK hence has very acute competition in the market. The hotel industries that are pet
friendly is more likely to be on rise due to the dog friendly population in the region.
These hotel chains provide accommodation for the various travelers who look for dog
friendly hotels. These kind of hotels attract novel consumers. If the existence of the
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business was not there then it would decrease the accommodation facility for the dog
friendly population. This will somehow have affected the tourism industry as it will
impact the number of visitors of the place. The business plan aims to provide luxurious
facilities to the dogs as well. In order to attract the investors towards the business, the
entrepreneur can show the research statistic in context of the probability of boom in the
pet friendly industry. A well structured and knowledgeable business plan will also help in
attracting the minds of investors towards the business. As it is very well known that the
dog owner tend to spend a lot upon their pets and thus it is a huge opportunity for
investment in this industry.
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