Entrepreneurial Model for Heaven Resort-Hotel for Dogs

This report by Desklib discusses the lean start-up methodology for Heaven Resort-Hotel for Dogs, its business objectives, business model canvas, CMO plan, target market and marketing campaign. The report includes a proposed marketing strategy, marketing mix, and target market for the business.

ENTREPRENEURIAL MODEL

Table of Contents
INTRODUCTION.....................................................................................................................................3
BUSINESS OBJECTIVES...........................................................................................................................3
BUSINESS MODEL CANVAS....................................................................................................................4
Customer segments............................................................................................................................5
Customer relationships......................................................................................................................5
Channels............................................................................................................................................5
Value propositions.............................................................................................................................5
Key Partners......................................................................................................................................6
Key Activities....................................................................................................................................6
Key Resources...................................................................................................................................6
Cost Structure....................................................................................................................................7
Revenue Streams...............................................................................................................................7
CHIEF MARKETING OFFICER PLAN.....................................................................................................7
Proposed Marketing strategy.............................................................................................................7
Marketing mix.................................................................................................................................8
Target Market..................................................................................................................................9
Marketing Campaign.......................................................................................................................9
CRITICAL EVALUATION OF THE PLAN..............................................................................................10
SUMMARY..........................................................................................................................................11
REFERENCES.......................................................................................................................................12

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
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 at
least 2 more cities in the next 5 years (Brenya, Arthur and Nyarko, 2021).
BUSINESS MODEL CANVAS
Business model canvas is referred to a strategic management tool that defines and
communicates the concept of business. It works upon the various fundamentals of a
business and its products. The left side of the Business model plan is based upon the

internal factors of a business where as the right side of the business model canvas focuses
upon customers that are the external factors. The business model is portrayed on behalf of
Heaven Resort- hotel for dogs (Chipfupa and Wale, 2018).
Customer segments
Customer segments are made in order to differentiate the customers that the businesses
focus upon, from the whole lot of population. The customers can be differentiated on the
basis of demographics, psychological factors, etc. Heaven Resorts focuses upon the dog
lovers as well as the travel freaks. The business also focuses upon general population.
Customer relationships
The customer relationship can be referred to the ways in which a business tends to interact
with their customers. Heaven resort tends to have a sort of self services relationship with its
customers. This helps the business to serve the needs of the customers just as in direct
selling. The business organization aims to provide coaching and consultation to the
customers free of cost for their dogs who pay a visit for stay. The business also focuses
upon building and taking initiatives through the online communities where the problems of
people are resolved over the internet platform regarding the pets (Francke and Alexander,
2019).
Channels
The channels are referred as the medium through which the customers get to know about
the business and take part in the selling activities of the business. The heaven resort- Hotel
for dogs tends to have their own channel which allows them to keep in touch with their
customers that is their website. Though, the customers can stay in touch with the
organization through the various social media platforms like Instagram, Twitter and
Facebook. These social media channels play a huge role in conveying the products and
services of the business to the various customers in order to deliver their value propositions.
These channels play a beneficial role in generation better revenues sthrough sales from
online modes.
Value propositions
Value proposition acts as a foundation of every business. This is referred as the concept of
exchanging values between the customers and the businesses. Usually the value tends to
exchange for money when a customer is served by the business.

Similarly, Heaven resorts aims to provide high quality products and services for the
customers in context of their pets too. The services served to the pets are manicure,
pedicure, pools, etc. for the pets (Harsono, 2021).
Key Partners
The key partner is a termed used for the various other organizations that operate
independently but provide complimentary services for the business to perform their key
activities and deliver values to the customers.
The heaven Resort has two key partners, namely Pet galaxy and Wonderland for pets.
Wonderland for pets is among the wholesale provider of goods for the pets in the state
whereas Wonderland for Pets is among the organizations with highest market share in the
region in terms of pet services provider. These organizations will help the business
organization to have a wide reach and better identity in the eyes of the customers. This will
further help in generation of the revenues for the organization through increased visits at
the hotel.
Key Activities
The key activities are referred to the activities that are performed by the business in order to
achieve the value proposition for the customers of the business. The heaven Resorts
perform the key activities of Marketing and customer services. The Heaven Resort aims to
offer the luxurious living for the dogs along with various luxurious services. They also
provide various food products, shampoos, beds, etc. for dogs. The resort tends to operate
from their own website in order to facilitate pre booking or advance booking of their
services. The business provides discounts to the customers on the advance bookings. In
order to increase awareness regarding the business, the business uses brochures, print media
ads, business cards at the various veterinary clinics and shops to generate awareness about
the dog stays.
Key Resources
The key resources are required by the organization in order to achieve the goals of the
business. The key resources of Heaven resorts is its infrastructure that promises to provide
luxury stay to its customers, the communication channel of the business that supplies
information regarding the sales of the business through the medium of social media and
websites. The employees of the organization are also the key resources that serve the
customers (Ijatuyi And et.al., 2017).

Cost Structure
The cost structure is referred to the cost required in order to operate the business. The cost
structure of the business of The Heaven Resorts focuses upon minimizing the cost of the
business as and when possible in order to focus upon providing the maximum value to their
customers. The cost structure of the business includes the salary of the employees, power
supply, utilities, advertising activities, maintenance of the infrastructure and stocks.
Revenue Streams
Revenue streams are referred to the means that help the business organization in converting
the value proposition of the business into the profits for the business in the financial terms.
It is important for the business to understand its pricing in order to understand the
expenditures upon the purchases as well as expenditures upon serving customers. The
Heaven Resort generates revenue by providing luxurious stay facilities to their customers
and their pets. They aim to provide luxurious facilities for the pets as well such as
manicure, pedicure and pool while keeping in mind to fulfil the necessities of the pets such
as the dog food, dog shampoos, dog beds, etc. The side revenue mediums for the
organization are through the coaching and consultation for the dogs as well.
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.
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.
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. The business focuses upon the target customer living in urban and
sub urban areas with annual income over 50000 pounds. The target is upon the people
who can spend upon the luxuries of their favourite pet.
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
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 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 are 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 kinds of hotels attract
novel consumers. If the existence of the 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 tends to
spend a lot upon their pets and thus it is a huge opportunity for investment in this
industry.

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