The Cha Spa Analysis - Research Proposal Example

 B u s i n e s s P l a n Owner’s Statement The Cha Spa is a Traditional Naturopathic Wellness Clinic that offers alternative ways to help its clients feel better about their health. Set in an all-natural environment, clients enjoy the sights and sounds of nature while availing of alternative “healing” services that rejuvenates the mind and body. Launched recently by its owner, ___________, a professional naturopathic doctor who has trained in ____________________, The Cha Spa prides itself of a highly credible staff committed to the highest standards of customer service. Each member of the staff believes in the establishment’s philosophy of natural healing of the body using traditional naturopathic methods of Reflexology, Massage Therapy, Body Scrub, Craniosacral Therapy and other natural methods. Such methods have been proven to be effective in relieving stress and body pains, making clients feel well-rested and rejuvenated after a session in the spa. The Cha Spa offers organic meals and natural wellness products such as herbs, vitamins, ointments, etc. for the clients’ home use. For more information on The Cha Spa, the following contact information is provided: Address:_______________________________ Landline number: _________ Fax number: ____________________________ Email address: ___________ Mobile number: _________________________ More detailed information is available at its website, http://www.thechaspa.com Executive Summary The Cha Spa offers alternative and natural therapy to combat stress and illness. Services are meant to promote health and wellness. Currently, the services offered are consultancy and relaxation therapies such as massage, body scrub, Reflexology and Craniosacral therapy. Organic and nutritional diets are also served in the café. Future plans include expansion of services to include beauty and fitness programs and gym facilities with group exercises. Branching out to other locations and franchising are likewise planned, together with a training school for future naturopathic doctors and therapists. Mission Statement: Knowing how complicated the present times can wreak havoc on one’s health, the people behind The Cha Spa has come up with a service deemed necessary to maintain wellness and well-being. Stemming from a humanistic perspective, The Cha Spa aims to provide nurturance and relaxation that their weary bodies and minds desperately need. Going back to all-natural strategies of healing, the highly able The Cha Spa staff treat clients with utmost care, giving them what their bodies and minds naturally look for. Detoxification from pollutants from fumes in the air or preservatives in modern food with traditional naturopathic methods is an ideal way to relieve clients from the stress that burdens them when they come to the spa. However, this is done gradually, as clients are educated on the benefits of natural living. This entails consumption of organic, preservative-free diets and availing of natural therapeutic methods of healing such as massage, reflexology, and simple exercises. The Cha Spa’s foremost mission is to uphold clients’ health and well-being so they function at their best. Purpose, Priorities And Goals: The purpose for setting up The Cha Spa is to provide service for clients who need and believe in alternative healing. It aims to provide such service with the highest quality that the clients deserve. The priority of the business is client satisfaction. This is achieved by ensuring the high quality of the Spa - from the professional services rendered by the staff to the materials used to the cleanliness and sanitation of the environment. Another priority is the training and development of staff. This is achieved by provision of in-house training by competent naturopathic doctors as well as attendance in all kinds of alternative healing courses, seminars and workshops. This is to ensure that the staff is up to date in their knowledge and skills with regard to their profession. A civic priority of The Cha Spa is public awareness of natural approaches to health promotion since it does not only concern itself with paying clients, but everyone. It is the business’ contribution to the betterment of society. Business goals include the gradual introduction of the services to the community and in the first two years, establish itself as an authority on Naturopathic healing. Within this time, it creates its stable of clients who will keep coming back for the spa’s services as well as spreading good words about it to others. Word-of-mouth will be one of the major marketing strategies, along with information dissemination about natural approaches to achieving robust health. It is envisioned that within 5 years, the business will branch out to other locations. Expansion of services to cafés and restaurants offering organic and naturally healthy food and drinks and marketing of natural products such as fresh ingredients, herbs, vitamins, oils for massages and aromatherapy, etc. is seen in the next three years. The owner is also working towards setting up accommodations for overnight or weekend packages for clients who need more intensive therapy sessions or just to relax more in the resort-like spa. Acquiring more furniture and equipment for this plan as well as more training in hospitality services of the staff is underway and is planned to be offered in the next five years. Within the next 5 years, services will also expand to beauty, fitness and weight management programs, so currently, the spa is partnering with beauty and fitness consultants and trainers with special projects to promote the spa. When return of investment is achieved, purchase of gym equipment and construction of the gym will commence. This is envisioned within the next five years. The gym will offer membership to use the gym facilities or avail of personal training for fitness as well as attendance in group exercises that include yoga, Taichi, Pilates, aerobics, kickboxing, dance classes and many more Franchising the business is one strong possibility within the next 7 years. On its tenth year, the goal is to put up a Naturopathic training school to teach more people for the numerous branches of the spa. Business Description The Cha Spa was established in 2008 as a Traditional Naturopathic Wellness Clinic offering alternative and natural ways to achieve good health. It began as a consulting clinic for clients needing advise for their health concerns with the owner as the main health consultant. As more and more clients professed their desire for more services that they could avail of in the long term, the idea for a wellness spa was born. Currently, the spa is located in a lush, resort-like complex, away from the hustle and bustle of city life. Situated at the foot of the mountains, The Cha Spa is one with nature as it is built around a lake, within the woods. Although it is located far from the city, it is still accessible to clients thanks to clear and well-paved roads. The Spa prides itself of its rich facilities – spacious and sanitized therapy rooms equipped with comfortable beds in an ambience conducive to relaxation. It has large steam and sauna rooms and an infinity pool with a Jacuzzi. A rustic café serving fresh, organic healthy food and drinks welcomes clients in need of a meal or snack. A naturopathic store sells specialized natural health products such as herbs, vitamins, oils, bath salts, scrubs, creams, soaps and organic ingredients for healthy dishes. These products have been proven to boost one’s state of health. Clients are assured of high quality services rendered by well-trained therapists whose practice dates back 10 years or more. These therapists have worked with the finest wellness centers in the world. The spa charges very reasonable rates that clients with middle class incomes can afford. Operations Overview The Cha Spa is a family-operated business. The CEO is the owner who is a licensed naturopathic doctor. The family members of the owner assist in managing the spa with administration, training of staff, marketing and promotions and maintenance of the physical environment. They are also active in entertaining the clients and guests of the spa. The spa is open daily from 7 am to 9 pm except on holidays. Sessions are by appointment, however, walk-ins are also entertained if there are slots available. Therapy is preceded by a consultation with the naturopathic doctor who advises which therapy is appropriate to the case of the client. Currently, there are 4 naturopathic doctors who oversee the therapies and diets of clients and 5 therapists who do the massages, reflexology and other therapeutic services. A resident nutritionist customizes healthy diets for clients. An office administrator takes charge of the daily operations namely scheduling client appointments, maintenance procedures and inventory of supplies, etc. A receptionist welcomes clients and assists the naturopathic doctors. A crew of 10 cleaning staff maintains the spa and keeps it in top order. Security staff includes 2 security guards and 3 roving security officers. Staffing is by rotation. There are two shifts, the first is 6 am to 2 pm and the second shift is 12 pm to 9 pm. Apart from receiving a reasonable compensation package, each worker of the spa get free meals while they are on duty. They are also provided with medical insurance, social security and all the necessary statutory requirements. The staff receives in-house training on their job tasks and regular customer service training. The skilled professionals undergo further training on naturopathic approaches. The spa retains an accountant who maintains the financial books and takes care of taxation matters. The spa also retains a lawyer who manages the legal documentation and other legal needs of the business. The owner works very closely with these two professionals. Risk Assessment Like any business, The Cha Spa may be vulnerable to risks. Being a health service provider, the greatest risk is having clients’ health and wellness endangered with inappropriate health practices. Although the therapists and consultants are well-trained, there could still be accidents or untoward incidences such as twisting a muscle the wrong way or providing food with ingredients a client may be allergic to. To prevent this from happening, clients are asked to fill out a thorough information form that includes their medical history including allergies, previous operations and current illnesses. The naturopathic doctors consistently coordinate with medical doctors who serve as consultants of the business. Clients in need of medical services are referred to these medical doctors. Legal problems with clients are also possible risks if they find reason to complain about the service, so utmost care is taken to prevent such dissatisfaction. Workers are likewise given just treatment to ensure that everything complies with legal procedures. Establishing harmonious and healthy competition with potential competitors such as neighboring spas or gyms offering similar services may be difficult at first, but The Cha Spa will try its best to keep its own identity and prevent any controversies with these competitors. In the meantime, the spa will be open to cluster marketing with these competitors in neighborhood directories but will strive to stand out from the rest by providing excellent service. Success Strategies In order to ensure that the mission and vision of the business are met, the owner and the whole staff meet regularly to evaluate their job performance and if they satisfy the clients with their service. Written employee manuals are reviewed so workers are ably guided in their jobs. Although regular staff training is provided, individual research and development are still encouraged. Workers of the spa take turns researching on various naturopathic topics and presenting their learning to the rest of the staff. Not only does this exercise give ownership and accountability of the research to the worker concerned, but it also hones the workers’ communication skills and confidence. Since delighting clients is part of the excellent customer service, the workers try to establish harmonious relationships with them even after they have stopped being clients. Clients are treated like royalty in the spa and when they do not visit anymore, workers keep in touch with them to inform them of any new services they might be interested in. Marketing Plan A. Overview The Cha Spa was borne out of the recognition of a need of people to de-stress. Busy lives bring about stress that can be disabling to an individual, causing him to function at a level less than what he usually performs in. The spa aims to bring back healthy living through natural means. This is achieved through educating clients about stress-reducing strategies such as massage, body scrub, Reflexology, Craniosacral Therapy, exercise and meditation. Nutrition consultants are also on hand to advise clients on healthy eating. B. Positioning The Cha Spa is the first of its kind in its current location. It is the only one offering a comprehensive line of naturopathic services from consultations to therapy to diets. It is true to its projected image of going all-natural to the core and that there is beauty and wellness in simple and healthy living and the whole staff lives up to this ideal. C. Target Market Analysis The Cha Spa reaches out to people who believe and practice natural means to achieving good health. Young professionals to senior citizens who first come to the clinic for consultations on chronic pains and dietary needs are introduced to naturopathic methods of healing and most likely, they stay on to avail of more services in the spa. The Cha Spa does not only target clients who are able to pay for its services. It also aims to reach out to the public in general so they can be educated on the benefits of traditional naturopathic approaches to health and well-being. Marketing Assessment Innovative marketing strategies have been put in place since the onset of the business. Initially, only brochures, flyers and signboards were utilized to attract clients. Some of the staff gave out flyers in public places and the response to this method was very lukewarm. What worked is really word-of-mouth marketing since the clients who spread the word are usually those that have tried the services and were delighted enough to tell their friends about it. This year, the spa will make use of multi-media advertising. A video ad will be created about The Cha Spa showcasing its facilities, services and testimonials of satisfied clients. The video will be aired in public places such as grocery check-out lanes, beauty and barber shops, doctors’ and dentist’s waiting rooms, etc., places where people have nothing to do but watch the ad. It will also work toward guestings in TV talk and radio shows as well as secure a column in the newspaper about health issues. The owner will be giving out free seminars to communities and other organizations to attract clients to visit the spa. Educational pamphlets about living healthy the natural way will also be disseminated to the public as the spa’s way of sharing information. Such marketing strategies puts The Cha Spa ahead of its competitors since it not only tries to attract clients, but also educate the public with its advertisements and promotions. D. Strategic Action Plans The following are marketing strategies to promote The Cha Spa. Initially, it is to introduce the spa to the public and make them remember the name. The goal is not only to attract clients to the spa but to promote health and wellness through naturopathic means with education and open discussions. 1. Promotion: Distribution of discount vouchers (for example, 10% discount on Thai massage or Honey and Lemon Body Scrub) Giving clients a The Cha Spa card. For every 10 Spa services bought, the next one is discounted by 50%. After another 10 spa treatments, the next one is free. Selling bundled spa packages: 2-4 spa services for a very reasonable price. Special tokens given to clients on anniversaries or special occasions such as Valentines Day or Mother’s Day, These tokens may be miniature versions of The Cha Spa’s special products such as a small jar of specially formulated bath salts or oils. 2. Advertising Airing of a TV commercial on The Cha Spa Showing of The Cha Spa’s video in waiting rooms, groceries, malls, etc. Buying ad spaces in newspapers Advertising on Internet websites that feature “What’s Happening Around the City” Posting of large lighted tarpaulin signs of The Cha Spa around town Buying air time in LED billboards along a high traffic area 3. Community Relations Giving out free seminars on Traditional Naturopathic means to good health Offering free Reflexology classes in churches or community assembly halls Offering free services to nursing homes or hospitals Disseminating free pamphlets on natural ways to achieve good health or flyers on tips to de-stress. 4. Publicity Having a write-up in the local dailies or an article in weekly magazines about The Cha Spa Guesting on TV or Radio live shows to promote the spa Giving out promotional items to clients such as car stickers, mugs, umbrellas etc. that bear the logo of the spa. Sponsoring special events with potential partner organizations such as a Fun Marathon co-sponsored with a Fitness company Press Release Do you often complain of terrible headaches, backaches or general body pains and emotional breakdowns due to too much stress? Are you guilty of consuming unhealthy food for convenience because you have no time to prepare healthy meals due to a very hectic schedule? Have you noticed any negative personality changes in you that you feel are already bringing about rifts in your personal relationships? If so, you must be heading towards burnout. It’s time to take charge of your life or else you will just let your life swiftly pass by without actually living and enjoying it, while your physical, mental and emotional health suffer, not to mention your relationships with people around you. The Cha Spa can help you regain your health and wellness. Using traditional naturopathic ways to attain healing, it offers various services to facilitate de-stressing and relaxation in a lush natural environment, an oasis of peace and beauty as you commune with nature. Spa services such as massages, body scrubs, reflexology and craniosacral therapy assist in rejuvenating the body and mind so you emerge refreshed when you walk out of The Cha Spa, ready to face life’s challenges once again. The Cha Spa is located in a lush, resort-like complex, away from the hustle and bustle of city life. Situated at the foot of the mountains, The Cha Spa is one with nature as it is built around a lake, within the woods. Although it is located far from the city, it is still accessible to clients thanks to clear and well-paved roads. The Spa prides itself of its rich facilities – spacious and sanitized therapy rooms equipped with comfortable beds in an ambience conducive to relaxation. It has large steam and sauna rooms and an infinity pool with a Jacuzzi. A rustic café serving fresh, organic healthy food and drinks welcomes clients in need of a meal or snack. A naturopathic store sells specialized natural health products such as herbs, vitamins, oils, bath salts, scrubs, creams, soaps and organic ingredients for healthy dishes. These products have been proven to boost one’s state of health. Clients are assured of high quality services rendered by well-trained therapists whose practice dates back 10 years or more. These therapists have worked with the finest wellness centers in the world. The spa charges very reasonable rates that clients with middle class incomes can afford. Visit The Cha Spa. Come for a free consultation with a naturopathic doctor so you will be ably guided on which spa service or therapy to avail. See our contact information attached below, for details. Read More