RECL 216 - Recreation Facility: Detailed Business Plan for Ottawa

This report details a comprehensive business plan for the "Just for You" recreation facility in Ottawa, aiming to provide distance-related recreational activities such as canoeing, horse riding, bike riding, and swimming. The plan includes a detailed executive summary, needs assessment based on a survey of Ottawa residents, and a feasibility study examining similar facilities. The report outlines the facility's design, emphasizing LEED certification and the use of local equipment. It also covers funding through a joint venture, projected costs, target market, and a management plan. The financial projections include revenue and profit forecasts for the first year of operation, along with details on staffing and operational policies. The facility aims to provide a first-class recreational experience for Ottawa residents and visitors, addressing gaps in existing facilities and offering ample parking and unique features like live fencing and solar power.

Running head: JUST FOR YOU RECREATION FACILITY 1
“Just for You” Recreation Facility in Ottawa
City Student’s Name
Institution Affiliation

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Executive Summary
“Just for You” is a recreation facility located
4.85 miles from Ottawa city and sits on a 40 acre piece
of land. The facility provides distance related
recreation activities like canoeing, horse riding, bike
riding and swimming. Canoeing and swimming
sections have 3 subsections that are designed to meet
the recreation needs depending on the age of our
visitors. One of the main reasons behind the
establishment of “Just for You” facility was to provide
our customers with experiences that they miss from
the existing recreation facilities. The activities in the
facility were informed by a survey which was
conducted by Just for You marketing team. The
findings were that most people opted to have a facility
that could provide an opportunity to keep fit and
enhance association.
While we appreciate that our competitors have
been existing longer in the industry, management
prides itself for having a recreation site that
accommodates the needs of all and sundry. Our target
market is people who have interest in recreation
activities that involves coverage of distances. It is
expected that since these were the most popular
recreation activities that the resident of Ottawa showed

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swimming pool, Canoeing section, horse riding, and bike riding will occupy 4000 square feet,
6000 square feet, 12000 square feet and 15000 square feet respectively.
The buildings and recreational facilities will be constricted in compliance with the LEED
(Leadership in Energy Environmental Design). In particular, the facility will be lit using solar
panel, water recycling plant will be set-up, and live fence will be planted instead of having a
perimeter wall. The management plans is to have the accorded a Platinum certification on LEED
compliance grounds.
The equipment to be used in the facility will be acquired locally in order to promote local
businesses. Once acquired the equipment will be recorded into our accounting system to ease
tracking of the number of years the equipment is in operation. A replacement will take place after
4 years and 5 years for office equipment and recreation equipment respectively.
It is projected that the company will earn revenue of $250,000, $275000, $ 302,500 and
$332,750 from canoeing, horse riding, bike riding and swimming respectively in the first year of
operation. The projected profit for the same period is $ 243, 653 for the same period.
The company will be headed by a director who will be assisted by managers at a
departmental level. Employees will be hired on permanent and contract basis. Once hired, the
employees are required to comply with the code of conduct and employment policy as
enumerated in the employment contracts.
The management believes that “Just for You” will be impactful in providing the residents
of Ottawa with first class recreation opportunities.

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”Just for You” Recreation Facility in Ottawa City
Part A: Business/Facility Overview
“Just for You” is a unique recreation facility that provides customers with access to recreation activities such
as swimming, horse riding, canoeing and bike riding. The facility will occupy a space of 40 acres. It has an ample
parking space and runs operations for 24 hours a day,7 days in a week. Here, you will receive services from
competent personnel, who have specialized in client services for decades. Your interest is at the center of existence of
this facility, and serving you is our number one priority. We strive to give you the best experience when you visit us
for you deserve it as our customer! “Just for You” acknowledges that without you, “we are nothing” and the brand’s
name has no meaning. Come and be our guest and as we are here “Just for You”.
Part B: Needs Assessment and Feasibility Study
“Just for You” provides our customers with recreation facilities that involves coverage of some distance. This
was not our idea, but a consolidation of more than 1000 views collected from residents of Ottawa City. From the
survey conducted by our marketing team between the month of September 2019 and January 2020, Ottawa residents
preferred these activities as they had a direct contribution on their physical fitness and social cohesiveness.
How the facility will identify with current and future recreation needs
While the management acknowledges that there are other recreation facilities in Ottawa, it also appreciates
that getting maximum returns for every dollar invested in the facility is equally important. The four recreational
activities were selected based on the sample of 1000 views of residents that expressed having interests on the
activities from our independent survey.

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In most cases (Dobson, 2002) noted that children emulate the behaviors of their parents. The
sample of participants by age was as shown in the table below:
Table1. Sample composition by age
Age Group ( years) % in the sample
10-20 20%
21-30 20%
31-40 20%
41-50 20%
51 and above 20%
The percentage of participant selected in each age group was equal. This selection was
based on the fact that recreations activities are a form of a hobby and most people stick to their
child-hood hobbies even in their elderly age. Parts of the findings from the survey were that
participants aged above 51 years enjoyed their current recreation activities since they were
youths. As a result, it was concluded that that the participants between 10-40 years are likely to
take a similar trend as their parents.
An assessment of similar facilities and services in comparable communities (SWOT
Analyis)
Strengths
> Established earlier and hence are already known to the residents
> Access to amenities like the main road and the medical facilities
> Good reputation from the quality of services the offer to their customers
Weaknesses
> The facilities have limited space for expansion
> The recreation activities limits mobility and this was a concern for residents

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> Residents deem the cost of accessing the facilities as high.
Opportunities
> Exploit the 40 acres land and provide the residents with distance related recreation
activities.
> Provide access to facility at a consumer friendly price.
Threats
> High cost of starting the facility means that it will take longer to break-even
> Competition from the existing facilities
> Emergency of a more superior facility in the future
An assessment of similar facilities disclosed that there was a major disconnect between the
services they offer compared to the preferences of Ottawa residents. Since a recreation
facility is meant to serve you as the customer, “Just for You” is here to bridge that gap. In
addition, the space where the current investments are made by our competitors is relatively
low, and this limits their expansion capacity. On average, the current facilities are
constructed on an area of about 20 acres. This is just a half of what “Just for You has planned
to construct its facility. Over the weekends, our findings were that most facilities are unable
to provide their customers with parking due to the high inflows. “Just for You” will address
this by constructing a parking with a capacity of 5000 vehicles at a time. Yes you have heard
it right, 5000 vehicles!.
Project costs (dollars)
The project is estimated to have an initial investment of $15,613,310 million as shown in the
table below. This does not include the cost of land which is estimated to range between
$1,000,000 and $1,500,000

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Table2: cost for constructing the facility
Source of cost per square foot: https://content.ces.ncsu.edu/cost-analysis-for-i mproving-
park-facilities-to-promote-park-based-physical-activity#table4
Funding
The funding will determine the ownership of the company. “Just for You” will be a
venture capital where specific investors will be invited to provide finances required to start-up
the facility. According to Cumming (2012) a venture capital is the most suitable way of funding
a business where a substantial amount of risk exists, and this is mostly the case in new
businesses.
Target market
The target market will be the residents and visitors of Ottawa city. No discrimination
will be made based on age, gender and age or skin color.
Description Pool Horse riding Canoeing Bike riding Total
Cost per square foot 1,557 2 1,557 2
Square foot required 4,000 12,000 6,000 15,000
Total cost 6,228,800 18,360 9,343,200 22,950 15,613,310

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Part C: Business Description
Location Rationale
> The facility will be located in Gloucester Town which is about 4.85 miles from Ottawa
city.
> This site was considered appropriate as it is easily accessible from the city.
> There is also an available land that is enough to accommodate the space requirements for
the facility.
Land Acquisition
> According to the Expropriation Act of Canada, land can be owned by either leasing or
buying it from the owner.
> Based on the nature of the business, land will be purchased from the current owners and a
transfer of ownership be authenticated by transfer of title deeds to “Just for You”.
> The process will be executed in the presence of our lawyers.
Design Team
> The facility will be designed by MGA. Architecture Company.
> MGA is a reputable firm in the field of architectural design and the management
considered them capable of coming up with a plan that will commensurate with the
management’s expectation.
> If MGA deems it appropriate to subcontract some of the work, they are free to do so, and
they are responsible of overseeing the work done by the subcontractors.
Floor Space and Square footage
> The size of the land required to execute the project is 40 acres.

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> Since the facility will have four main recreation activities, the land will be apportioned
depending on the space required to construct a modern facility that can serve our
customers to their satisfaction.
> The current plan is to set-aside 10 acres each for each recreation activity but this can
changed based on the advices we shall receive from our architectures.
> The space are allocated as 4000 square fts, for the pool, 6000 square feet for a canoeing,
12,000 square feet for the horse riding and 15,000 square feet for the horse rising.
Mission Statement
Providing you with a first class experience in distance related recreational activities.
Factors to add to make the building LEED certified
LEED is an acronym for Leadership in Energy Environmental Design. It is sponsored by
United State Green Building Council (USGBC). The council has four categories of LEED
certificates which are awarded based on the points earned after an evaluation process is
conducted. These categories are “LEED certified building (40-49 points), LEED silver
buildings (50-59 points), LEED Gold certified (60-79 points) and LEED platinum
buildings (above 80 points)” (Burger, 2019, para 2).
> It is the management’s plan to ensure that the facility gets awarded a Platinum LEED
when an evaluation will be carried out.
> Parts of the compliance strategy entail installation of Solar panels, air conditioners and
water recycling systems.
> Also, from the main road to the facility, the management will work together with the local
government to ensure that trees are planted on each side of the road.

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> Instead of constructing a perimeter wall to surround the facility, a live fence will be
planted.
Management plan
The facility will be managed by a manager who will be reporting to the director. There will
be permanent staffs especially in the finance department, human resource department,
sales department, investment department, purchasing department, service department, and
corporate planning department. Staffs will also be contracted to meet the growing
demand, especially for the out-door activities. A detailed organization chart is as shown in
appendix 1.
Choices of facility specification
> Electrical: the facility will be lit using solar panels as the main source of energy. Though
electricity will be connect as well, the management plans to adopt LEED standards in
lighting the facility
> Equipment: The equipment used in canoeing will be acquired from specialists to give our
customers a great experience at our facility. The equipment should also be installed with
safety devices.
> Furnishing: The facility will be equipped with modern equipment that are made locally.
> Mechanical/Plumbing: The pluming will be outsourced service. The facility will be
recycling water to a conservative measure in line with LEED requirements.

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Life cycle and replacement of capital budget
The land and building are fixed costs and no depreciation will be charged on an annual
basis. Office equipment is projected to have a life span of 4 years while the recreation equipment
are projected to have a life-span of 5 years. After the expiry of the 4 and 5 years for office
equipment and recreation equipment, a replacement will be inevitable.

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Part E: Details of Facility Policies and Procedure
> Check-in and check-out: Every person accessing the facility will be required to check-in at
the reception for security purposes. Similarly, every person is required to check-out while
leaving the premises.
> Injuries: In case you are injured while in the facility, please liaise with the security
personnel for further assistance
> Personal conduct: Each person is expected to follow all the rules as stipulate in the manual
provided while checking-in. Incidences that arise out of negligence will be resolved at a
personal cost.
> Personal items: Every person is given a key where he/she keeps personal items that are not
required during the activities. Please return the key to the receptionist to avoid inconvenience
that can arise as a result of misplacing the keys.
> Adhere to the age bracket while deciding which section of the facility you will have fun.
There will be security personnel to oversee that this is complied with and you are expect to
comply with their guidance.
Standard Operating Procedures:
> The employees in the company should comply with the employment policies and the
company code of conduct.
> Workers are expected to take care of the company facilities and use them diligently.
> Communication regarding observable weakness in the facility should be communicate
directly to the operations manager.

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> The management takes the interest of customers seriously and seeks to get feedback
on the quality of services offered at all times.
> For security purposes, the employees are encouraged to comply with the daily
dressing coded and display their staff identification at all times.

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Part F: Unique/ Outstanding Feature
The facility will have 3 distinct sections for canoeing, and swimming. This distinction will be
based on the age of our visitor. Further, you do not have to worry about the parking lot as there is
ample parking inside the facility. There are resting places available within the facility where you
can relax and view the activities taking place outdoor.
Enhancement Item
“Just for You” recreation facility was an idea born from a survey conducted in Ottawa city. The
facility serves you and the management believes that you are our boss. If our survey had
disclosed that the residents were happy with the existing recreational facilities, “Just for You”
would be irrelevant in Ottawa. Feel free to give us a feedback on how we served you, and it will
be our pleasure to make changes where necessary to accommodate your views.

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References
Burger. R.,(2019, August 9). What are the Benefits of LEED Certification? Retrieved 7 March
2020 from https://www.thebalancesmb.com/what-are-the-benefits-of-leed-certification-845365
Cumming, D. (2012). The Oxford handbook of venture capital. New York: Oxford University
Press.
Dobson, R. (2002). Lump sums for children taking part in research may distort parents
judgment. BMJ, 325(7368), 796c-796. doi: 10.1136/bmj.325.7368.796/c NC State Extension
Publicaton. (n. d). Park Facility for Improving Park Facilities to Promote Park-based Physical
Activity. Retrieved 8 March 2020 from
https://content.ces.ncsu.edu/cost-analysis-for-improving-park-facilities-to-promote-park-
based-physical-activity#table4

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Appendix 1: Management plan