Business Plan for Scuba Diving Training Centre and Themed Café in Hong Kong

This business plan outlines the idea of introducing a scuba diving training centre and themed café restaurant in Hong Kong. It includes the description of the idea, value proposition, customer segments, cost structure, and more. The scuba diving training centre will offer a range of courses, while the themed café will have a Harry Potter theme. The target customers are young visitors and consumers aged 18-30 with moderate to high income. The business aims to provide high-quality and affordable services while maintaining reduced environmental impact.

Running Head: BUSINESS PLAN
BUSINESS PLAN
Students ID: Name of
the University
Authors Note:

BUSINESS PLAN
Task 1: Idea
Description of idea
The idea of business is to introduce a scuba diving training centre and themed café
restaurant in Hong Kong. It has been found that scuba diving is an incredible leisure activity
that helps to explore and experience world’s underwater surfaces. With the increasing
popularity of scuba diving in Hong Kong, scuba diving training and instruction sector has also
developed in the past years. In the year 2015, there were millions to who scuba
diving certificates were issued in the international market. On the themes cafe business
are increasingly becoming popular in Hong Kong (Jeyacheya and Hampton 2016).
It has been found this business idea is going to be popular in Hong Kong, because
there are almost 600 service restaurant that are serving roughly to more than 43 million
customers within a month that are generally aged in between 19 to 40 years. Fast food sectors
in Hong Kong are drastically growing that jumped from 10% in the year 1986 to 20% in the
present period along with food and beverage (Au et al. 2014).
Therefore, both the scuba diving training centre and themed café will be intended for
the young visitors and consumers in Hong Kong aged in between 18-30 years including men
and women with average income. These elements of increasing competition towards scuba
diving industry and themed café in Hong Kong shows, that it has a chance of high competitive
edge.
Business introduction for scuba diving training centre
Scuba diving training centre will be started in Hong Kong under the registration of
instructor development centre in 2013. In this context, the training centre will be responsible
for offering personalised serviced. The company will be offering range of training courses

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taking from Bubble makers for teenagers and open water scuba diving training for the
professional and temporary divers. All the courses offered by the company will be
performance based will not be based on time along with it the company will be providing
guide for the duration of each courses provided with safety for all the consumers (Benur
and Bramwell
2015). The instruction will be comprised of several professional employees including
dive champions and training instructors.
Themed restaurant
The themed café in Hong Kong will be placed inside the scuba diving training centre
to set up the café near beach that will have more than 1000 customers each day in the summer.
The cafe will be inclusive of Harry Potter café where the candles will be structured
in a suspended way from the ceilings and chairs will be supported with the insignia of four
housed of Hogwarts schools. These set up is easily going to attract customers from various
location because most of the people are fascinated by Harry potter.
Task 2
Value proposition
Scuba Diving training centre
We are expertise scuba diving training centre will be providing range of online and
offline scuba diving courses starting from beginner level to examiner level diving activities.
The diving courses rages from entry level courses with open water training and experienced
level training courses.
Apart from these our special coffee shop will be providing only naturally made
products including coffee and snacks items such as pancakes, pastries, sandwiches and many
more. The

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coffee will be providing will be grown by organic cultivators through the process of coffee
beans extraction.
Our company has planned to cover 30 training courses including online and offline
modules. Our high quality assurance training program will be incorporated globally with a
fully integrated approach to ensure safety and health standards of the customers
throughout the premises of the company and entire duration of course,
In case of environmental sustainability our course program is fully equipped with eco-
friendly tradition with limited use of paper, plastics and books. Therefore, this is
offering reduced environmental impact on their service that helps us to directly contribute to
generate the development of an effective plane. Apart from the marine conservation programs
will be practical, effective for the customer and environment.
Mission
To be benchmark for divers and training program through the use of cutting
edge technology with superior techniques of supervision and quality control system in
affordable price.
We are determined to offer high quality and affordable diving services through
training programs while maintaining reduces environmental impact.
Consumer requirement: Convenient area and environment, easy instructions
and processes attractive indoor and outdoor setting, on-time service, customer oriented
service.
Target customer: Young teenagers, working class, college goers, regular
tourists, along with eco-friendly customers and health concerned consumers (Law et al.
2015).
Task 3 Business Model

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Scuba diving training centre
Scuba diving training resort was set up at the capital region of Hong Kong, as the local
environment of the area where it has been set up is more familiar consisting of local
connections. As the capital city Hong Kong has the benefits of economy and growing
population within the province. Moreover, the Wuxianhy that is just outside the Hong Kong
city is increasingly becoming popular for diving site, thereby offering high opportunity for the
diving marker.
Extensive research on the tourism industry, the requirement of the diving industry
along with the accommodation of themed café facilities has well been understood. Based on
this model the business has been combined with diving business along with cafes service
facilities (Glaser et al. 2015). However, the operational business model for the set up plan is a
provision of half yearly training and themed café accommodation with a broader set up within
the same location. It is due to the temperate climate of Hong Kong, that there are about 6
months within a year that are cold for diving.
In this context, the manager of the diving training centre will be recruiting divers
during the diving season and focus on the café business as well as in their rest time.
Moreover, the training centre will be providing diving training for the local divers to dive in
various places. They as well need to prepare an inventory for persevering the underwater
equipment’s such as fin, mask, and dive computer. From the advantages of their diving
industry backdrop which offers food facilities as well, they will be able to experience and
expand their leading trainers in overseas areas as well (Peng et al. 2018).
Moreover, by integrating scuba diving training with theme café service they will be
successfully be offer effective quality service to the consumes. Therefore, in support of such
business mode, Scuba diving training centre will become one of the leading market leaders

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within the local market and by building relationship with the overseas location as well (Bruton
et al. 2015).
Key resources
In the resort there are several resources that requires effective planning, for instance
the resort needs to premises to decide upon the appropriate tools to operate the diving training
centre.
Financial resource: In this the total cost of setting up the scuba diving training centre
business will be varying from $20,000 to $45,000.
Human resource:
Profile Number Role
Trainer 2-4 Managing and handling
training
Receptionist 2-3 Handling reception and
retail work
Dive master 2- 3 Supporting dive instructor
and general employee
General employees 4-5 Helping and supporting
customers
Cooks and supervisors 2-4 Managing the cafeteria

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Material resources: A set of dive equipment’s consisting of masks, snorkel,
fins,
BCD, weighting system, SPG, air tank, suits, and boots (Eriksson et al. 2015).
Figure 1: Equipment’s for diving
(Source: Zhang et al. 2016)
Key partners
In order to create a best value the resort needs to build partnership with the
local suppliers. However, for scuba diving resort the major suppliers will be the educated
training instructors who will have unique professional knowledge I scuba diving instruction
(Zhang et al. 2016). Their major partners will be PADI course director in Hong Kong.
Key activities
The key activities of the resort are to concentrate on the activities such as
training supervision, looking for different ways to maintain health and safety of customers
while diving. Apart from these the resort also needs to maintain food quality along with
different, methods to keep the cost low with exciting service and food items for entertaining
the customers while practicing diving (Hammerton and Bucher 2015).

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It is essential for the themed café attached with the resort to maintain quality
and standards of the food they provide. All the foods prepared needs to be fresh and
properly cooked. Apart from these, the services of the resort need to make the customers feel
interested within the premises with exciting offers and services.
Value proposition
Scuba diving training resort wants to offer their customers with effective PADI
courses along with memorable cafeteria experiences through well served, exotic with variety
of snacks for the visiting consumers. The resort will also provide affordable services with cost
that will be easily adapted at the country origin.
In this context, the resort believes in providing positive experiences for the customer
who would have to otherwise to go and look for the service from other country. By being half
owned by the scuba diving services, the themed café facilities has the characteristics of real
harry potter themes with Chinese snacks (Pan et al. 2018).
Along with the mix of reasonable level of price, the resort believed in building
effective customers experiences with quality training courses, maintained with safety and
health along with comfortable eating atmosphere.
Customer segments
Generally the scuba diving training resort with the accommodated themed café
is targeted for the customers from ages in between 14 to 30 and may be up. However, the
business aims to targets those customers who are genuinely interested in scuba diving training
course and cafeteria food and are desirous to pay more for the colourful experiences. These
customers are usually going to be aged in between 20-50 years old people who are people
with moderate and high income groups (Pratt and Harrison 2015). According to a research it
has been found

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that scuba diving training and experiences are liked by adventurous people that usually falls in
to all age group with a predominate age group in between 22 to 40 years.
The research in this context, also finds out that food loving people are often motivated
to seek for new experiences and they love to travel. Therefore, the scuba diving training resort
has intentionally has set up their business at beach side to offer their customers with a feeling
of adventurous with a set of new experiences through the themed café. The café will
be attracting consumers who are couples, and students who are likely to training courses.
Customer relationships
The resorts consumers handling will be classified in to three major categories. They
are acquiring new customers, retaining present customers and gathering of old and new
customers to form a family like relationships. In this aspect, the strategy of the
organisation at the beginning will be to obtain new customer from all segments who are
desirous of taking scuba diving courses (Todd et al. 2015). This will be put to practice
by offering the customers provided with a feeling that they are building personal bonding.
The customers as well will be given an opportunity to share their feedback on their
quality of training service, instructors and food available there. In addition to this customers
will also be given an option to refund for the training service if they are not satisfied with the
training courses.
Channels
The resort will open one of their training centres in Vaasa, Hong Kong where
the consumers will be provided with enjoyable premises to eat and spend quality time.
Moreover, the resort will have their own website page where customers will be
informed about the available courses of training along with the cafeteria items together with
photos and prices of

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the training courses and food items. Along with the website channels will also have opening
hours, and booking options for the training courses and contact details (Yip et al. 2015).
Later in their period of opening the company would indirect partnership selling
services. This could be done with enhancing their cafeteria services through online takeaway
and ordering service. By doing so, the resort will be able to ignore cost of offering
and maintaining their online ordering service.
Apart from these, the scuba diving resort can also consider turning up with an
agreement for providing customers, with discount in their starting season. That could be put in
to activities by displaying the service activities and food items available in their themed cafe
and serving sample foods. Through this they will be able to advertise their resort
service through various channels (Dragicevic et al. 2017).
The company will also be introducing their profiles through social media platforms
such as Face book and Instagram by highlighting scuba diving and themed café pictures. Thus
the potential customers will be attracted to visit their resort and in collaboration with
the existing customers they will be able to launch campaigns to interact with organisation.
Cost structure
The major product for the start-up stage and growing stage in their first year of
opening will be entry level course along with DSD facilities. In this the entry level
course will be signifying the PADI open water course in which the direct cost will be
inclusive of the instructor cost, texts book as well PADI certification fee. Therefore, PADI
charge for the text book will be collaborated with the certificated application. However, the
indirect cost of the entire start of the diving centre is hard to assume without any operating
real event (Dragicevic et al. 2017).

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The estimated information on the cost structure will be approximately 3000-4000
HKD for each month including the electricity that is required for maintaining under water
facilities. Along with the scale of food business the scale if business for themed café is
estimated to be as 4000HKD each month.
OW DSD
Cost 3500 HKD 285 HKD
Texts books and application 565 0
Trainers/dive instructors cost 384 30
Indirect cost 50 50
Profit 1804 180
Margin 65.45% 67.25%
Table 1: Cost Breakdown structure if the diving training centre
(Source: Dragicevic et al. 2017)
Revenue streams
Most of the revenues of the scuba diving resort will be coming from the sales of the
assets. This means that the company sells the ownership for the scuba diving training services
and food available in cafeteria for the customers visiting their resort. Therefore, the
resort company will be using the used list and volume depending on the pricing as
their pricing strategy.
However, there are no guarantees or confirmation on the further development of the
business. Based on the scuba diving service and themed café restaurant it can be said that
some diversified revenue streams will be generated. In this the most typical way to retain
customers

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is by creating additional income for the making the customers visiting their training resort by
launching loyalty program in their cafeteria for the potential customers (Eriksson et al. 2015).

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SEPR
C
R
REVENUE
Mo
R
KEY
ACTIVP
. T
KEY
ARTNERS
In order to create a
best value the resort needs
to build partnership with
the local suppliers.
Their major
partners will be PADI
course director in Hong
Kong.
ITIES
The key activities of the resort
are training supervision, looking for
different ways to maintain health and
safety of customers while diving.
It is essential for the themed
café attached with the resort to maintain
quality and standards of the food they
provide.
KEY
ESOURCES
Financial resource: In this the
total cost of setting up the scuba diving
training centre business will be varying
from $20,000 to $45,000.
Material resources: A set of
dive equipment’s consisting of masks,
snorkel, fins, BCD, weighting system,
SPG, air tank, suits, and boots.
VALUE
OPOSITIONS
Scuba diving training
resort wants to offer their
customers with effective PADI
courses along with memorable
cafeteria experiences through
well served, exotic with
variety of snacks for the
visiting consumers.
The resort will also
provide affordable services
with cost that will be easily
adapted at the country origin.
CUSTOMER
ELATIONSHIPS
The resorts consumers handling
will be classified in to three major
categories. They are acquiring new
customers, retaining present customers
and gathering of old and new customers to
form a family like relationships.
This will be put to practice by
offering the customers provided with a
feeling that they are building personal
bonding.
HANNELS
The resort will open one of their
training centres in Vaasa, Hong Kong
where the consumers will be provided with
enjoyable premises to eat and spend
quality time.
Moreover, the resort will have
their own website page where
customers will be informed about the
available courses of training along with the
cafeteria items together with photos and
prices of the training courses and food
items.
STOMER
GMENTS
Generally the
scuba diving training
resort with the
accommodated themed
café is targeted for the
customers from ages in
between 14 to 30 and
may be up.
These customers
are usually going to be
aged in between 20-50
years old people who are
people with moderate
and high income groups.
COST STRUCTURE
The estimated information on the cost structure will be approximately 3000-4000 HKD
for each month including the electricity that is required for maintaining under water facilities.
Along with the scale of food business the scale if business for themed café is estimated to
be as 4000HKD each month.
STREAMS
st of the revenues of the scuba diving resort will be coming from the sales of the
assets. This means that the company sells the ownership for the scuba diving training services and
food available in cafeteria for the customers visiting their resort. Therefore, the resort company
will be using the used list and volume depending on the pricing as their pricing strategy.

Running Head: BUSINESS PLAN
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