Bellerive House Business Plan: Tourism & Hospitality Innovation

This report presents a business plan for Bellerive House, a small-scale operator in the Australian hospitality industry, focusing on innovation and entrepreneurship. It highlights realistic new business ideas, market research, and financial analysis within the context of the growing hospitality sector. The plan emphasizes targeting specific customer segments, particularly high-profile individuals, and leverages Australia's peak tourist season and coastal destinations. Key components include market analysis, risk management, operational strategies, and sustainability plans. The report covers business details, registration, premises, organizational structure, and key personnel. Financial forecasts, including start-up costs, balance sheet projections, profit and loss statements, cash flow analysis, and break-even points, are also provided to assess the feasibility and future opportunities for Bellerive House in the competitive tourism and hospitality market.

Innovation and Entrepreneurship in tourism and hospitality

Contents
Introduction......................................................................................................................................3
Business plan summary....................................................................................................................3
Business..................................................................................................................................3
Market.....................................................................................................................................4
The Future..............................................................................................................................4
Business details......................................................................................................................4
Registration details...........................................................................................................................4
Business Premises............................................................................................................................5
Organizational Chart..............................................................................................................5
Membership and ownership...................................................................................................6
Key personnel.........................................................................................................................6
Products /services.............................................................................................................................7
Innovation........................................................................................................................................7
Insurance..........................................................................................................................................8
Risk management.............................................................................................................................8
Legal considerations........................................................................................................................8
Operations........................................................................................................................................8
Sustainability plan............................................................................................................................9
Market..............................................................................................................................................9
Market research......................................................................................................................9
Market target........................................................................................................................11
Environment analysis...........................................................................................................11
SWOT analysis.....................................................................................................................11
Promotion.............................................................................................................................12
Future.............................................................................................................................................12
The finance.....................................................................................................................................15
Financial objectives..............................................................................................................15
Finance required...................................................................................................................15
Start-up cost..........................................................................................................................16
Balance sheet forecast..........................................................................................................17

Profit and loss Forecast........................................................................................................18
Cash flow..............................................................................................................................19
Break even analysis..............................................................................................................21
NPV......................................................................................................................................22
Conclusion.....................................................................................................................................22
References......................................................................................................................................23

Introduction
Tourism can be defined as the service sector that fulfils the travel purpose of an individual. The
term travel undertakes all aspects such as recreational, business and travel visits which are
related to the travel industry. The hospitality sector covers a broad area that engages most of the
essential activities like to supply food and beverages, lodging, traveling and many more. The
main agenda to implement all services in the organization is to increase the customer base by
satisfying their essential needs during their period of stay (Baliga & Rodrigues, 2015). This
report is written from the perspective of Bellerive house which is operating their business in the
hospitality industry of Australia at a small level. Further, this report highlights on the realistic
new business ideas, market research, and identification. Along, with this, it also helps in
covering the financial analysis and future opportunities in the context of the hospitality industry.
Business plan summary
The hospitality industry is growing at a global level; therefore, an organized and realistic
business plan is formulated in this report. Market segment is the first step which is taken by the
organization to target the specific customers for the plan. To enter in the hospitality business at
global level management chooses the peak season which is the period of summer holidays. As a
greater number of tourists visit Australia in this period (Berbegal-Mirabent, et. al., 2016).
Further, the price skimming strategy is used by the organization to enter into the new segment of
the market because it most appropriate method for the new business for performing their work in
an organized manner.
Business
Tourism is an important component for a country as it enhances their economic conditions. This
refers it helps the country to increase its national economy by contributing to its GDP. Bellerive
house is performing its work in the hotel industry at a minor level, whereas the scope of the
hospitality industry is wide because it increases their business size with a rate of 8% per year.
This determines that the travel and hospitality industry is increasing its business size by
providing opportunities to the new organization (Burns, & Dewhurst, 2016). So, it is easy for
them to expand their business area which is favourable in enhancing the economic conditions of
the country as well as the profits for the organization.

Market
There are different popular destination are present in Australia which attract a large number of
individuals by providing them luxury experience for their visit. This represents that the coastal
area of Australia helps the Bellerive house to target high profile customers such as celebrities,
business-man, and other upper-class segments. It is favourable for the organization to increase
their customer base (Chambers, & Humble, 2017). Moreover, it also helps the management of
Bellerive house to enter into a new market that increases its market area by entering into a new
segment for targeting upper-class customers.
The Future
Australia is one of the top countries whose economy critically depends on the service sector.
This refers that Australian countries is the hub of service sector organization. In the context of
the service sector, there is a regular growth of 5.2 % every year in the performance of the
Hospitality industry of Australia (Chang, 2017). This determines Bellerive house must undertake
this opportunity to enhance their business area by satisfying the needs of tourists as there is a
high heap is present in Australian countries for attracting a greater number of tourists every year.
Business details
Tourism and hospitality industry represent a high growth among all over the world. It refers that
there is a regular increase in the number of tourists who visit different countries which increases
the market share of hospitality organizations. Therefore, it is the right time for the management
of Bellerive house to enter into new market segments which boost the market share by expanding
their hotels at the international level (DeNoble, & Zoller, 2017). Moreover, it is favourable to
understand all market conditions which increase the market area for the travel and hospitality
industry. Australia is a developed country so Bellerive must expand its hotels in all cities. It
increases their profits by covering the large market area of the hospitality industry.
Registration details
Bellerive house is already operating their hotels at a small level. Hence, the management
categorizes their business to register it under the travel and hospitality industry. The registration
details of the hotel areas Bellerive house, Hobart, 89-91 Cambridge, Bellerive, 7018, Hobart,
Tasmania, Australia (Frøen, et. al., 2016). It governs this is mandatory for the Australian
organization to register their business for performing their operations in Australia.

Business Premises
The hospitality industry performs its work in the service industry and the core business of a hotel
or travel organization is to provide accommodation and food services to the tourist. In the
context of Bellerive house, the business premises is structured at a large level in Sydney which is
one of the largest cities of Australia and attract large number of visitors. Moreover, the
organization decided to place its hotel near Bondi beach because of the high probability of legal
and environmental issues along with sufficient land aspects (Galetto, & Peroncini, 2018). All are
favourable for the Bellerive house for developing a new hotel at a large level. Moreover, the
price factors are also suitable for the hotel to build their structure with a permanent address
which is situated near the most visited destination of Sydney.
Organizational Chart
Bellerive house is performing its business in different sectors. Therefore, they must build an
effective structure so their hotel business also enhances their performance in the market. The
hotel business is at its initial stage; therefore, management is focused to implement the horizontal
structure in the organization which is situated at the global level (Ghezzi, et. al., 2015). This
refers that management can perform its operations and functions at global as well as international

level. With the implementation of the above chart, organization can delegate all the functions of
the organization according to their tasks and responsibilities. This increases the performance of
their performance by completing the hotel actions in short intervals (Grace, et. al., 2017).
In the present scenario, all the industries are growing at a global level. This determines that the
hospitality organizations are competing with each other with a cutthroat competition. So, the
Bellerive house must develop an effective structure which leads the organization to gain top
position in the market.
Membership and ownership
Bellerive house regulates and controlled by the private sector; therefore, it is easy for them to
complete their work in short periods. This governs that the private sector assists the management
to perform their work by taking effective decisions which leads the organization to boost their
productivity (Hervert-Escobar, et. al., 2016). So, its membership and ownership are held by
private sector individuals.
Key personnel
Stakeholders of an organization lead the management to perform their work with more efficiency
and effectiveness. For the hospitality industry or organization, personnel play an important role
in the organization which are employees, customers, suppliers and many more. Along, with this
there are various goals are performed by them which leads the organization to complete their
work through engaging all possible aspects (Kiznyte, et. al., 2016). These are market needs,
prices, trends and leisure experience to its clients. Along with this, there are various goals are
performed by them which helps the organization to complete their work as per their industry
rules and regulations. So key personnel are major part of organization which aid the Bellerive to
accomplish their goals within effectual manner.

Figure 1Service marketing triangle
(https://opentextbc.ca/introtourism/chapter/chapter-8-services-marketing/)
Products /services
The hospitality industry is based on the service sector such as accommodation, travel, and
entertainment which is offers by the travel and hotel organization for satisfying the needs of the
customers. But due to intense competition in the hospitality industry large organization also
offers products to the customers such as food & beverage, personal transport and many more to
fulfil the needs of customers (Kusumaningrum, & Hidayat, 2016). Therefore, to increase the
market size of Bellerive house organization deals and offer products as well as services to its
customers. So, more customers are satisfied with the organization services. The activities which
are performed by the management include accommodation, food, beverages, transport, site visit
and many more. These activities increase the market size of the organization which helps the
corporation to increase its size.

Innovation
Innovation is one of the best tools by which most of the business increase their market area. It
determines with the implement of innovation an organization offers new or unique services to the
customers. Bellerive house is performing its functions at a small level. So, with implement
innovative items, it is easy for the organization to boost its performance that is favourable for
increasing their market size (McKenzie, 2015). Innovation is a crucial tool for all corporations
who are performing their work at the global level and focused on increasing their market size by
expanding their business.
Insurance
In the present scenario, individuals visit different places to fulfil their recreational or business
purpose. So, the security of the customers is one of the major concerns for the hotel business, this
activity results in increasing the faith of the customers towards the organization. in the context of
the safety of the clients (McKenzie, & Sansone, 2017). Bellerive house increases its marketplace
by ensuring the hotel operations and functions. So, they must enhance the performance of the
organization by ensuring all the functions and activities of Bellerive hotels.
Risk management
An organization faces regular challenges and barriers that reduce the performance of the
business. Like market trends, the unstable economic and legal policy of the organization creates
challenges for the hospitality industry. So, to manage the risk management of the Bellerive house
provide training to its employees (McKenzie, & Sansone, 2019). Along with this the top
management of the organization also complete their work in an organized manner which is
beneficial to overcome from the risk factors.
Legal considerations
Legal rules and regulations are one of the most important factors which assist the organization to
complete their work ethically. This determines legal formalities play an essential role in the
organization for expanding the market area (Museum Store Association, 2016). Moreover, legal
consideration also ensures that the business achieve their goals in minimum period.

Operations
The organization needs to perform their operations by determining the needs of customers. In
the hospitality business, services are the most important factor for the organization which leads
them to retain their business for a longer period. Bellerive house is more concern about the
operations which is performed by their employees. So, it increases the performance of the
organization by systematically performing the hotel operations.
Sustainability plan
This is more important for the organization to perform the business functions in an organized
manner. The main motive to perform the operations systematically is to increase sustainability in
their operations (Muzellec, et. al., 2015). So, to make effective plans Bellerive house focuses on
increasing their sustainability by completing their work through predicting their market needs.
Market
Market is one of the major factors which leads the organization to complete their work by
ensuring the needs and demands of the customers. For increasing the market area Bellerive house
research all aspects of the market to increase the market area of plan.
Market research
Long term, as well as short term outlook of the organization in the Hospitality industry
accommodation sector, remains strong (Rosati, & Conti, 2016). The increase in the demand for
room and breakfast of hospitality business is growing at national as well as international level.
Moreover, Bellerive house research by segmenting the market which is as follow:

Figure 2 Industry segment
(https://www.atkearney.it/transportation-travel/article?/a/china-s-hospitality-industry-rooms-
for-growth)
Segmentation of the market is essential for the organization this refers that each individual or
tourist is different from each other. Bellerive house implements the G segment of the market
because it works as a strategy for the plan of expanding the business. On the bases of geographic
segment, management focuses on selecting Sydney because it covers a large beach area. Along,
with this, the high-income group and young age people are the main target customers for the
Bellerive house (Shelton, 2017). So, the group of customers is divided into appropriate manner.
Whereas, on the behavioural aspect organization most of the tourists visit Sydney to spend their
holidays. The demographical aspect helps the Bellerive house to complete their work in the
minimum period by profiling activities for each segment. The last psychographic segmentation

helps organization to divide the market on purchased and status based which results in increasing
the number of operations of an organization.
The above paragraph for research stated that most of the individuals visit another place to fulfil
their different purpose. This determines it is the need for tourists to visit different places.
Moreover, it also helps the organization to perform their work at the global level by considering
the customer's needs and wants (Tokarski, et. al., 2017). It is also easy for management to decide
the favourable prices of their operations according to the needs of customers.
Market target
Bellerive House is expanding its business area so they target the overall customers of the
organization which refers tourists from the national and international levels both are target by the
management. Further, the specific targets are upper-class individuals and professional
individuals by offering them effective services of hospitality organization.
Assumptions
For the purpose of starting the hotel there are various assumptions that are required to be taken
so that the objectives of the company are followed:
 This is seen that there would be a great demand of the customers who would be coming
to the hotel.
 The company would be able to achieve the break even at the first year of its operations.
 The profit of the company would be high at the initial year of operations.
 The competitors of the company would not be able to affect the operation and the aim of
the company
 The company would be able achieve the target of making around 500 members in the
first year of its operations.
Environment analysis
To understand the market and industry Bellerive house do the PEST analysis for understanding
the needs and wants of customers. PEST analysis is based on the hospitality organization and it
is mention as follow:
 Political- The political condition of Australia is stable so it is favourable for Bellerive
house to increase its business operations. It governs due to stable rules and policies it is
easy for management to increase their business area (Türko, 2016).

 Economic- Monetary transaction is one of crucial factor for organization which is
expanding their business size. Most of the economy of Australia depends on the service
sector along with this Australia is a developed country which is favourable for the
Bellerive house to increase their number of operations.
 Social- Most of the tourist who visits Australia belongs to local society and the second
largest population is from East Asia countries. Therefore, Bellerive house must design
their hotel according to the Australian culture which makes favourable results for the
organization through attracting for accommodation services.
 Technological- Australia is a developed country so all organization are user-friendly with
technological aspects. In the context of Bellerive house, it is more important because it
leads the organisation to complete its work in an appropriate manner.
SWOT analysis
Strength
 Employees are well educated and
trained.
 Organization is an accurate reflection
of Australian culture.
Weakness
 Few in number to cover the entire
market of Australia.
 Complex structure slows down the
process of decision making.
Opportunities
 Hospitality industry is growing with
rapid growth. To enter into global market by
increasing their number of hotels.
Threats
 Increase in the number of competitors
from local as well as multi-national
level.
 Dynamic nature of market trends.
Competitors
With the above environment analysis, it is evaluated that there is a regular increase in the number
of competitors, Marriot, Mantra, Artique, Central plaza is one of the major competitors of
Bellerive house because they all are situated near the beaches of Sydney. So, it is mandatory for
the organization to modify their policies to overcome from the issue of competition which
generates a barrier to expand the market area of business.

Advertisement & sales
Advertisement is one of the most important aspects of the organization which helps the
corporation to boost its sales in a short period. Bellerive house utilizes the mouth publicity and
social media to advertise or promote the organization at a global level (Vurro, & Perrini, 2018).
Moreover, to increase the number of customers Bellerive house using discounts and other offers
to boost the sale of their services and products.
Future
The scope of the hospitality industry is wide as the economy of travel and hotel organization is
increasing at a rapid speed. It generates more benefits for the organization by increasing their
number of hotels. Bellerive house already provides food, cruise, and accommodation service at a
minor level. So, it results in increasing their business size by considering all essential aspects for
the organization.
Figure 3 Value of Australia management consulting market

(https://www.consultancy.com.au/news/986/australias-management-consulting-industry-books-
record-growth)
Mission
The mission statement of Bellerive house is to expand its hotel business at a global level.
Moreover, management is focused to increase their market within a period of six months.
Vision
To accomplish the mission Bellerive house decided first to open their hotels near the most visited
destination of Australia. So, the vision of Bellerive house is to develop their hotel in Sydney as
well as Melbourne.
Goals and objective
 The first goal of Bellerive house is to increase its market share by expanding their
business in other cities of Australia.
 Second goal of the management is to raise their number of visitors through promoting the
business operations at a global level.
 Another objective of the organization is to perform the operations and functions of the
hospitality industry adequately.
Action plan for the hospitality industry
Action Results
Managing the operation It reduces the waste management from the operations
of the organization by controlling and monitoring the
functions of Bellerive house.
Observing the teamwork To expand a business at a huge level, all the
operations of stakeholders must be managed and done
with proper guidance of the organization.
Training Hospitality organization performs their work at
twenty-four hours in a day. Therefore, employees
must be trained with proper efficiency and
effectiveness.
Problem-solving approach The success of the hospitality organization depends on
the work which is performed by them for satisfying
the needs of customers. So, Bellerive house must

execute a problem-solving approach in the
organization.

The finance
Financial objectives
This is seen that there are various financial objectives that are specified by the director of
company. Some of these are specified as below:
 To achieve the break even of the company in the initial year of service.
 Making sufficient amount of income and turnover so that they are able to cover the cost
of the company.
 Considering to manage the operational activities that are specified by the company so that
they are able to maximise the performance of the company.
 To increase the revenue of the company through increasing the productivity and
operation specification.
 Customer Satisfaction is considered to be one of the most important and prime motive of
the company which helps in building the brand image of the company.
Finance required
This is seen that for the purpose of starting the operation the company would be requiring
various amount of fund. Here the funds would be required for the purpose of purchasing the
building and for the purpose of making the company to run the business smoothly. Also, the loan
would be required by the company for the purpose of running the operation smoothly (Watson,
et. al., 2016). This would be required by the company for the purpose of purchasing the
equipment of hotels and the for the purpose of training the staff of the company.

Start-up cost

Balance sheet forecast

Profit and loss Forecast

Cash flow
EXPECTED
CASHFLOW
[YEAR]
Sep Oct Nov Dec Jan Feb March April May June July Aug
Cash incoming
Sales 15000 20000 20000 10000 20000 20000 20000 15000 20000 20000 20000 20000
Asset sales 0 0 0 0 0 0 0 0 0 0 0 0
Debtor
receipts 0 0 0 0 0 0 0 0 0 0 0 0
Other
income
Total incoming 15000 20000 20000 10000 20000 20000 20000 15000 20000 20000 20000 20000
Cash outgoing
Purchases
(Stock etc.) 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000 25000
Accountant
fees 84 84 84 84 84 84 84 84 84 84 84 84
Solicitor fees 42 42 42 42 42 42 42 42 42 42 42 42
Advertising
& marketing
42 42 42 42 42 42 42 42 42 42 42 42
Bank fees &
charges 12.5
12.5 12.5 12.5 12.5 12.5 12.5 12.5 12.5 12.5 12.5 12.5
Interest paid 1167 1167 1167 1167 1167 1167 1167 1167 1167 1167 1167 1167
Credit card
fees 0
Utilities
(electricity,
gas, water)
42 42 42 42 42 42 42 42 42 42 42 42
Telephone 0 0 0 0 0 0 0 0 0 0 0 0
Lease/loan
payments 1167
1167 1167 1167 1167 1167 1167 1167 1167 1167 1167 1167
Rent & rates 34 34 34 34 34 34 34 34 34 34 34 34
Motor
vehicle
expenses
0 0 0 0 0 0 0 0 0 0 0 0
Repairs &
maintenance 17 17 17 17 17 17 17 17 17 17 17 17
Stationery &
printing
8 8 8 8 8 8 8 8 8 8 8 8

Membership
& affiliation
fees
0 0 0 0 0 0 0 0 0 0 0 0
Licensing 50 0 0 0 0 0 0 0 0 0 0 0
Insurance 117 117 117 117 117 117 117 117 117 117 117 117
Superannuat
ion
0 0 0 0 0 0 0 0 0 0 0 0
Wages
(including
PAYG)
167 167 167 167 167 167 167 167 167 167 167 167
More…
Total outgoing
27949.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5
27899.
5

Break even analysis

NPV
Year Flow Present Value Computation
0 -4,78,080 -4,78,080
1 65,750 60,321 65,750/ (1.09)
2 2,17,680 1,83,216 2,17,680 (1.09) ^2
3 3,19,060 2,46,372 3,19,060 (1.09) ^3
So, the current NPV is 11,829
Conclusion
Marketing plan indicates the corporation to perform their work with more efficiency through
deciding the steps and action. With the implement of marketing activities, it is easy for the
organization to perform their work at a global level as it helps the management to understand
their market share. Moreover, market research and identification is beneficial for the
organization because it helps them to complete their work by appropriately distributing their
activities. By analysing all the report, it is also concluded that the marketing plan supports the
organization to deal with various challenges which reduces the organization's performance. In
the last, by engaging the financial terms it is easy for an organization to increase its market size
to enhance productivity and profitability of the business.

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