Entrepreneurship and Innovation: Loyalty App for Sheraton Hotel

Entrepreneurship and Innovation
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Table of Contents
Executive Summary.........................................................................................................................4
Introduction......................................................................................................................................5
Description of the Business Venture of Loyalty..............................................................................5
Management....................................................................................................................................6
Management for Operation..........................................................................................................6
Overall Legal Structure................................................................................................................7
Marketing.........................................................................................................................................8
The Market that is Being Targeted..............................................................................................8
The Strategy for Communication................................................................................................9
Competitor Analysis........................................................................................................................9
New Entrant Threat for Loyalty App...........................................................................................9
Competitive Rivalry of Loyalty App.........................................................................................10
Financial Analysis.........................................................................................................................10
Risk and Challenges......................................................................................................................11
Ineffective Marketing of the App..............................................................................................11
The choice of Mobile Platform..................................................................................................12
Reference List................................................................................................................................13
Appendices....................................................................................................................................15
Appendix 1.................................................................................................................................15
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Executive Summary
The retention of the customers in the hotel industry has been an effective challenge. However,
the new mobile application, ‘Loyalty’ intends to enhance the customer service and loyalty
towards the hotel service at Sheraton. The loyalty app intends to provide rational service to the
customer and reward them loyalty points. This will help them to get an additional discount in the
future and benefits during their stay at the hotel. The company will choose the structure of the
private limited company and effectively manage the marketing between the existing customer
and new potential for the Hotel. The overall return on the investment will be efficient for the
investors as they will get an efficient return on the invested capital. The company will choose
crowdfunding of $ 100,000 for attaining success for the venture. The return on the investment
will be 67 per cent for the venture.
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