Natural Green Spa : A Business Plan.

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Maranatha Christian University v

LIST OF TABLES

Table 2.2.1. Package and Details ... 10

Table 2.2.2. Prices and Details ... 11

Table 4.2.2. Working Hours and Details ... 21

Table 4.2.3. Compensation and Details ... 22

Table 5.1. Initial Investment and Details ... 28

Table 5.2. Cash Outflow and Details ... 29

Table 5.3. Cash Inflow and Details ... 30

Table 5.4. Cash Flow and Details ... 31

Table 5.5.1. Payback Period and Details ... 32

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LIST OF FIGURES

Figure 3.1. The workflow process ... 14

Figure 3.2. Natural Green Spa layout. ... 16

Figure 3.3. Natural Green Spa location map ... 18

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Maranatha Christian University Viii

ABSTRACT

Dunia pariwisata kini menjadi semakin maju di dalam dunia bisnis. Salah satunya adalah dunia pariwisata spa. Alasan saya memilih spa

sebagai business plan karena berdasarkan riset, kegiatan spa digemari oleh banyak orang, terutama kaum wanita. Selain itu spa memberikan khasiat baik yaitu memberikan kesegaran kepada otak dan tubuh. Saya memilih spa yang bernuansa alam agar pelanggan bisa

menikmati kesejukan alam sambil melakukan kegiatan spa. Tujuan lain adalah untuk mengupayakan pencegahan global warming dengan tidak memusnahkan alam dan tumbuh-tumbuhan. Oleh karena itu saya menamai tempat spa iniNatural Green Spa.

Di dalam business plan ini saya menuliskan secara rinci tentang aspek-aspek dari Natural Green Spa. Aspek-aspek-aspek itu antara lain adalah

keunggulan, kelemahan dan kekuatan, peluang dan ancaman, aspek pemasaran, aspek operasional, sumber daya manusia, dan aspek keuangan.

Natural Green Spa bersegmentasikan wanita kelas atas yang peduli pada kecantikan dan kesehatan mereka. Natural Green Spa juga

menanamkan pada benak konsumen tentang kesegaran dan kebugaran tubuh setelah para konsumen melakukan kegiatan spa di Natural Green Spa.

Natural Green Spa menjual enam paket spa yang setiap paketnya terdiri dari pemijatan badan, penguapan badan, masker tubuh beserta ratus. Natural Green Spa pun memiliki satu kolam air panas di setiap ruangan agar para pelanggan bisa menikmati kenyamanan hanya untuk dirinya sendiri. Untuk promosi, Natural Green Spa akan menyebarkan brosur, kalender, memberikan diskon, dan memasang billboard di jalan raya.

Natural Green Spa adalah bisnis yang menguntungkan bagi investor. Hal ini ditunjukkan oleh laba tahun pertama sebesar Rp1,091,538,400dan

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Maranatha Christian University

CHAPTER I

BACKGROUND

1.1 Background of the Study

Nowadays, spa becomes more popular in Bandung City. There are lot of

spa places in Bandung such as Jari Manis, Zen, Rumah Cantik Citra, Delta,

Rahayu Natural Beauty Home Spa, and San Gria. Based on data collected by

distributing questionnaires to 50 female students at Maranatha Christian

University, 32 of the respondens like to do a spa. I also have conducted an

interview with an employee of Jari Manis, and she said that during weekdays,

in average, there are eight (8) people who come to Jari Manis to have spa

and there are more than twelve (12) people during weekend. They do spa to

relieve their stress and to stay healthy. Emilia Humphrey states that, “A spa

generally means a place where you can relax and rejuvenate your tired mind

and body with water treatments, massages, medication, soothing music in the

background, in a peaceful and quiet environment” (72). I agree with this

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Maranatha Christian University I visit a spa resort and do some therapy massage, my mind becomes

fresh.

I propose to run a spa business called Natural Green Spa (henceforth,

NGS). I chooseNGS as my business plan because nowadays, many people like to do a spa. I know those peoples’ habit based on my

observation in some spa resorts where I asked the employees about the

numbers of people who come to the spa resorts in a day.

NGS is located on Hortikultura Street, Lembang, Bandung. I choose this site because the weather in this area is cool. Besides, Lembang offers

panoramic and beautiful nature.

1.2 Unique Selling Preposition

To attract consumers’ attention, NGS has its own uniqueness.

According to Scott Goodson, “Unique selling preposition is a description of

the qualities that are unique to a particular product or service and that

differentiate it in a way which will make consumer purchase it rather than

its rivals” (29). NGS has unique decoration. I want to build NGS close with nature. Based on my observation in spa resorts in Bandung, most of the

spas are indoors. For my business, I want to make it outdoor. I want to

build six (6) gazebos;therefore, the consumers can enjoy the view. The

other uniqueness of NGS is there will be a jacuzzi in each gazebo; therefore, the consumers can have more privacy. For the back sound, I

choose nature sound such as the song of bird singing or the sound of sea

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Maranatha Christian University the nuances of nature. The sound of birds singing will calm the

consumers’ minds.

1.3 SWOT Analysis

In this part, I would like to discuss the SWOT of NGS. Philip Kotler says that,”A SWOT analysis is used as a framework to help the firm develop its

overall corporate, marketing, or product strategies” (25). Here is a brief

description of each component of the SWOT analysis.

1.3.1 Strengths

NGS has its own strengths; therefore, consumers will keep coming to

NGS. According to Philip Kotler, “Strength includes a strong brand name, market share, good reputation, expertise and skill” (20). One of the

strengths of NGS is it has a unique decoration which is close with nature. I choose natural nuances because it can bring good influence to the mind,

so that the mind can relax. Besides, people who love nature and really

enjoy the spa can enjoy beautiful nature, while enjoying the spa activities.

Walt Whitman says that, “After you have exhausted what there is in

business, politics, conviviality, and so on - have found that none of these

finally satisfy, or permanently wear - what remains? Nature remains” (72).

The other strength is I want to place a jacuzzi in each gazebo; therefore,

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Maranatha Christian University 1.3.2 Weakness

However, in addition to strength, NGS also has weaknesses. Philip Kotler states that, “Weaknesses include low or no market share, no brand

loyalty, and lack of experience ” (20). The weakness of this spa business

is in the location. The location is far from the city. Therefore, there is a

possibility that people who do not like to travel far do not want to come to

NGS.

1.3.3 Opportunities

In this part, I would like to discuss the opportunities of NGS. According to Philip Kotler, “Opportunity includes a growing market, increased

consumer spending, selling internationally, and changes in society

beneficial to your company” (20). NGS is a spa place which is far from the city and its noise, also the weather is cool. Therefore, people who want to

stay in a quiet and peaceful place can come to NGS to rejuvenate their mind. Moreover, NGS is a spa resort which provides beautiful scenery. If people are interested in NGS, I will open a branch in another location in Bandung, such as in Dago Pakar which also offers beautiful panorama.

1.3.4 Threat

NGS has two kind of threat, which are outside threat and the threat

from within. Philip Kotler says that, “Threat includes competitors,

government policy eg taxation, laws, and changes in society not beneficial

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NGS has a lot of competitors in Bandung, such as Jari Manis, Zen, Rumah Cantik Citra, Rahayu Natural Beauty Home Spa, and Delta. Each of those

spa places has its unique selling preposition. Therefore, NGS has to be creative in giving the best service, so that the consumers feel interested to

come to NGS and become loyal consumers. 1.3.5. Vision

To run NGS properly, NGS has a vision. The vision of NGS is to become a famous spa resort which is close to and friendly with nature.

1.3.6 Mission

Besides has a vision, NGS also has a missions. The missions of NGS

are to give satisfaction to the consumers and to create better relationship

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Maranatha Christian University “Cash Outflow.” Business dictioanry. 17 January 2009. 22

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