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Stay Well Bed and Breakfast Services: A Business Plan for Success in London

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Added on 2024/07/01

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This business plan outlines the creation of 'Stay Well Bed and Breakfast Services' in London, focusing on providing comfortable accommodation and breakfast services with a unique gothic architectural style and eco-friendly amenities. The plan analyzes the market, competitors, and target audience, applying McCarthy's 4Ps and other relevant models to develop a comprehensive strategy. It also explores future expansion plans, including franchising and joint ventures, to ensure long-term success.

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B&B business located in the United Kingdom

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Table of Contents
Introduction................................................................................................................. 3
1. New Business Venture............................................................................................ 3
2. Business Plan.........................................................................................................5
3 .Future Plans............................................................................................................ 9
Conclusion................................................................................................................ 12
References List......................................................................................................... 13

Introduction
B&B refers to the small lodging that generally offers overnight accommodation as
well as breakfast for the guests. These are often private family homes where guests
are given rooms out of the many rooms present and the host is generally staying in
the house.
The assignment will give an outline of the new business venture followed by away a
business plan can be developed and finally future expansion plans have been
discussed.
1. Outline your new Business Venture.
1.1 State what product or service your business provides & it’s USP
A simple constructive plan has been made to start a small B&B business in London
that will offer accommodation as well as breakfast services to my guest who
generally tend to stay overnight. The guest rooms are renovated in the best possible
ways and have been given the touch of ancient gothic style with pointed arch used
for doors, windows, roof gables, and porches. The Bed and Breakfast service has
been named, as “Stay Well Bed and Breakfast Services” will offer comfortable
rooms for their guest along with breakfast lucrative afternoon and dinner packages.
USP of “Stay Well Bed and Breakfast Services”: The USP of this business is far-
reaching and intense. The guest will be provided with eco-friendly products for
bathing and these products use natural ingredients like soy ink, and even have
biodegradable packaging. The business also have the facility of providing early
morning breakfast for guests who have early morning appointment to Kentuck Knob
or Falling Water. There is a special garden view for guests, the unique part of this
service is the Gothic architecture of the late medieval that can attract number of
guests, and the monastic cloister features a colossal gothic church.
1.2 Business Type
The business chosen will be in the partnership form, as this will ensure another
helping hand to start the business and the establishment charge will be shared and
there will be a greater borrowing capacity. Although the income gets splitted however
there will be opportunity for tax saving too. Partnership business model will enable to

take on a business with someone else without undergoing the formality of a .limited
company.
1.3 Research:
To start a business a detailed research has been done on the current market
opportunities and risks involved. A survey is also conducted on the existing
competitors. A deep research in this sector will show that in today’s generation when
urban people are too busy in their daily chores of life, a place, which is far from, the
crowd, is always in demand for them. Anns off Matrix has been implemented to get
a clear view of the rival companies. A close view on the market strategy of the
current competitors namely Kenigton B&B, Lynton Hotel, City Stay Hotel show that
product diversification is the key tool to run the business successfully and generate
more revenue( Weiss et al ., 2015 ). Diversification leads to production of new
products and services that are unique in nature and that have the capability to enter
a new but related market. “Stay Well” Business can start their business and later on
bring such diversification strategies to compete with rivals.
There is always a demand for these services, as people always demand affordable
but high quality Lodging. Moreover, nowadays clients are more concentrated on their
health and thereby homemade and organic food served by B&B can be a better
option for them. Staying at a stranger’s house is in trend in London and so this
business can flourish with a mutual beneficial relationship. People have a scope to
experience new culture and .local cuisine by staying here and this will help the
business to compete.

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2. Business Plan
2.1 Apply McCarthy’s 4Ps and any other relevant models.
To make a business plan a successful one it is necessary to make a complete
survey of the market and thereby start the business accordingly (Crawford and Naar,
2016). In this context, Mc Carthy’s 4P’s can be implemented to get a better
understanding on the same. To implement this strategy in the business it is
necessary to know about this strategy in details.
Edmund Jerome Mc Carthy a marketing professor developed the concept of
marketing mix that all marketers should consider before marketing and decision-
making. Marketing mix will ensure a set of marketing tools that all firms can use to
pursue the marketing objectives (Beke and Bach, 2017).
[i] Place: The geographical location of the business will be the suburban area on
the bank of river Thames, namely Hampton where Stay Well can offer a wonderful
site for the ongoing guests. Cattle ranches and dairy farm that is quite enthralling for
urban people will circumscribe the physical presence of Stay Well. The place has
been chosen to make people visit the place and take a deep dip in the beautiful
landscapes of the place.
[ii] Products / services: The business will offer comfortable rooms with linens,
soap, towels, shampoo, as well as conditioner. The room will have ceiling fans and
air conditioner for summer months. It will also provide tea assortment, coffee, and
cocoa for 24 hours in the kitchen. For morning excursions to -go cups are also
available. Afternoon will be made enjoyable with iced tea, lemonade; cookies will
also be offered. Apart from this, fresh seasonal fruits will be offered to the guests too.
Guests will also be offered special dinner packages with sumptuous four-course
dinner. Breakfast will provide French toast, pancakes, cakes, muffins, frittata, bagels,
homemade jams and many more. Four-course dinner will include cheese tray, salad
with freshly baked bread rolls and entree with fresh vegetables as well as starch and
dessert. Second floor Rooms will have queen size beds and two special rooms with
private bath en suite. Third floor rooms will have king size beds with twin roll away
and bedroom nook. The rooms will also possess sitting areas and rattan tables and
chair with luxurious bathroom with clubfoot tub. The room will have mini fridge too.
[iii] Price: To start this business it is important to decide the price because that is

what guest will judge at the initial stage especially when the business is small and a
start up. Stay Well decides to follow the cost leadership strategy i.e. keep the cost
on the lower side in order to gain a competitive advantages in the market and
thereby strengthen the client base. Cost Leadership will give the business a
competitive edge and will help in developing frugal culture (Lopes, 2016).The biggest
advantage of this strategy is Economies of scale and this refers to how this business
can optimise profit by upgrading the operations and pursue greater efficiency too.
The greatest advantage of cost leadership is to create a company culture that will
persistently pursues efficiency and thereby gain competitive advantage. Although in
hotels and resorts owners, generally implement skimming strategy however this can
be done once the business gets a position the competitive market and even during
the festival time too. Skimming Strategy therefore can be the second step only
when the business gets a hold in the hospitality industry.
[iv]. Promotion: In this modern day of technological advancement, it is wiser to
promote the business through social networking sites and with the help of online
advertisement too (Grădinaru et al., 2016). E-advertisement can be the best option
for this business however some traditional advertisements can also be done on
magazines, newspaper and a traditional but effective way of promoting the business
by placing hoardings in the commercial centres of London and even in different
prime locations of Hampton is also been thought of. Marketing Strategies can also
involve making the hotel website a feast for the visitor’s eyes. The website will be a
great marketing tool and can be used for direct sales. Stay Well can also use
Search Engine Optimisation that will optimise the website and bring more traffic to it.
Promotion of the business can also be done by connecting with online travel
agencies(Ireland, 2015).Marketing the business by creating a online portal and
giving advertisements on different web sites that come out as poppers are also been
taken into consideration. It is essential to make people aware about the brand even
though it is small. Local authorities can also take the responsibility of promoting the
business to the travellers and guests.
2.2 Employees/ staff

Since this business is home based and is very small in nature it is decided to start
the business with five employees who will be given their job as per their skills. Out of
the five employees, one Manager will be in charge of all the services given.
Role of the Manager
Role of the Manager will encompass planning and organising accommodation, set
and achieve the targets of sales and profit (Bangchokdee and Mia, 2016). Manager
must take care of their safety, and even look upon the work environment. Manager
will also take care of the workforce and even be liable to pay the salaries, bonus to
their subordinates. He has to deal with customer complaints and even address
problems and troubleshoot as per requirement. Recruit and train the staffs are also
vital, deal with the suppliers, and supervise maintenance, furnishings, and
renovations too. He must also deal marketing administering and coordinating all the
services.
Role of other employees
One employee will handle the front desk, and another one will take care of room
services. Front Desk employee will be in charge of the office work and keeping all
the data and information of the business secured. The employee will also have a
direct customer dealing and will take reservation of rooms.
The pantry will be controlled by one employee and one local cook will be appointed
as mostly all the food served are homemade local cuisine. Since Stay Well will focus
on the health issues of the clients it is better to hire an employee who have mastered
in the local cuisines and can cook local food with dexterity. Guests are always in
need of goof food and warmth of the cosy bed.
2.3 Customers/ clients
Once advertisements both offline and online has been done clients will keep on
flocking and for this they can have an access to the desired service either by booking
online on the official website named: Stay Well.co.in where clients can choose their
rooms and even tick on preferences. They can have a look on the gallery, look into
offers, reviews, and see the availability of room too. It is sometimes stressful to find a
good play to stay and reserve rooms (Jeon et al., 2018). While booking can be done

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online, clients can also compare the costs rates with other hotels and resorts and
since the business will keep the price at the lower side, it will be easier to attract
customers. Moreover, there will be 24/7 calling service where clients can call and
make queries about the room tariffs and even about some extra facilities if available.
They can even customise things according to their preferences. Clients can also
proclaim about any extra amenities required by them. Clients can also come to the
small office present in the commercial area of Hampton and get the bookings done.
Special discounts will also be given for booking more than one room a t a time.

3 .Future Plans
3.1 Should your business be successful, explain how the business could
expand in the future. Illustrate by giving examples, what strategies you would
adopt to expand.
The business in order to expand and become successful depends largely upon the
marketing strategies and the promotional activities of the business (Hernandez-
Maskivker and Rauch, 2017). Bed and Breakfast always makes people recall a
roaring fireplace and a cosy rural breakfast and bed. One of the main reasons for
being successful is the romantic notion that is closely associated with bed as well as
breakfast.
The business can make an enormous expansion in future by detecting the best
products that can be introduced further, maximise the current networking and
analyse the buying trends of the customers. Expansion strategy will help the
business grow rapidly and enhance the return on investment too. The business can
expand by taking loans or get private investors and can even implement segment
development expansion strategy. The business can focus on expanding their
business by focusing on a Business expansion strategy that can be followed. Stay
Well can follow Franchising. With the help of Franchising, the risk of facing
business failure becomes less and the products and services will already have their
market share (Ivanova and Ivanov, 2015). Once the brand gets its name, the
franchisees can get the brand name and trademark too. It will offer an opportunity to
compete even with big businesses. Franchising will help the financing of the
business and most importantly, the profits are being shared by the franchisees with
the franchisor. In this context one of the glaring examples than can be cited here is
the Holiday Inn Express that have immensely grown in the present years by
consistently extending their franchisees. In this context, a success graph can be
presented to show how the company has progressed within a short span of time.

Figure 1 Holiday Inn Franchise Units
(Source Stanković, 2017)
Another strategy that can be implemented is the joint venture strategy. With the help
of joint venture, the business can grow faster, can enhance productivity, and can
give an access to new markets and even distribution networks. Sharing of risk and
cost will be helpful for a business (Kosová and Sertsios, 2016). With the help of joint
venture, partner’s database can be used to market the products and ensure join
forces in research development and purchasing too. In this context an example that
can be, cited here is Premier Inn that has been expanding all across the UK,
Germany and Republic of Ireland. The organisation has successful joint ventures
that have helped them to expand their business and opportunity led developments all
across the country. The organisation has gained immense success due to their
flexibility in going through such expansion strategies.

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Figure 2: Business Expansion
(Source: Oskam and Boswijk, 2016)
A business growth graph has been given here to understand how business can
expand by implementing expansion strategies.
Figure 3: Growth of Air Bnb
(Source: Oskam and Boswijk, 2016)
The above graph shows how Air Bnb being one of the most popular company in
providing bed and breakfast in California have rapidly expanded in a short period of
time by raising their funds and even concentrating on expanding their business on a
global market too.

Conclusion
In order to gain success the business needs resources and financial supports and
these can make any form of business grow successfully and reach its zenith. B&B
business in London is getting a position in current years .Hence business plan on the
same can be beneficial as this can generate more revenue and can even attain the
ultimate customer satisfaction of the tourists and travellers. The business is an
integral part of hospitability industry hence an expansion is always appreciable in this
genre. Expansion can be done with the help of few strategies which when followed
can take the business to its zenith.

References List
Bangchokdee, S. and Mia, L., 2016. The role of senior managers’ use of
performance measures in the relationship between decentralization and
organizational performance: Evidence from hotels in Thailand. Journal of Accounting
& Organizational Change, 12(2), pp.129-151.
Beke, G. and Bach, C., 2017. Demystifying McCarthy’s 4 P’s Of The Marketing Mix;
To Be Or Not To Be.
Crawford, A. and Naar, J., 2016. A profile of American bed and breakfast
entrepreneurs: Bridging the gap to retirement. Journal of Human Resources in
Hospitality & Tourism, 15(1), pp.103-117.
Grădinaru, C., Toma, S.G. and Marinescu, P., 2016. Marketing mix in
services. Ovidius University Annals&58; Economic Sciences Series, 16(1), pp.311-
314.
Hernandez-Maskivker, G. and Rauch, A., 2017. The Influence of Hotels’ Online
Reputation on the Millennials’ Booking Behaviour. ICFE 2017, p.633.
Ireland, T.N., 2015. A basic guide to starting a Bed & Breakfast business.
Ivanova, M. and Ivanov, S., 2015. Affiliation to hotel chains: Hotels'
perspective. Tourism Management Perspectives, 16, pp.148-16
Jeon, M.M., Lee, S. and Jeong, M., 2018. e-Social Influence and Customers’
Behavioral Intentions on a Bed and Breakfast Website. Journal of Hospitality
Marketing & Management, 27(3), pp.366-385.
Kosová, R. and Sertsios, G., 2016. An empirical analysis of self-enforcement
mechanisms: evidence from hotel franchising. Management Science, 64(1), pp.43-
63.
Lopes, M., 2016. The hospitality industry (Doctoral dissertation).
Oskam, J. and Boswijk, A., 2016. Airbnb: the future of networked hospitality
businesses. Journal of Tourism Futures, 2(1), pp.22-42.

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Stanković, M., 2017. International Franchising in the Hotel Industry. Facta
Universitatis, Series: Economics and Organization, pp.415-426.
Weiss, M., Schneider, D. and Lebid, J., 2015. Unfolding the concept of a TMT-
diversification strategy fit. Team Performance Management: An International
Journal, 21(3/4), pp.139-158.

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Stay Well Bed and Breakfast Services: A Business Plan for Success in London

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