Hotel Jardin was a business plan assembled in order to open/manage a hotel in Santiago, Dominican Republic. After months of negotiations the partnership called off the process due to facility's owners decision to open/manage the project by themselves.
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4. Hotel Jardin
1.0 Executive Summary
Introduction
The Long-goal of Hotel Jardin is to become one of the best choices on Santiago, Dominican
Republic for temporary lodging by creating a differentiated experience capitalizing on
personal service and its amazing location in one of the most attractive parts of city, next to
the famous 12th St district and our main competitor and city's biggest hotel: Hodelpa Gran
Almirante Hotel & Casino. We plan to be more than a great hotel. We plan to create an
enviroment of affordable luxury that surpasses the standards. Expanding our exposure via
the Internet, introducing our facility to both business and leisure visitors, this will allow us
to maintain a higher than average occupancy rate and above average profits.
1.1 Objectives
The objetives of the Hotel Jardin for the firts three years of operation include:
• Open Hotel Jardin on July 15, 2007.
• Exceeding customer's expectations for business and leisure accomodations.
• Maintaining an 50% occupancy rate during the year.
• Assembling an experienced and effective staff.
1.2 Mission
The mission of Hotel Jardin is to become the number one lodge of choice with visitors to
Santiago, Dominican Republic.
The Hotel Jardin guest will have every need met to ensure his/her comfort. For special
occasions , catered meals, chilled wine, etc. can provided for an additional stipens.
Highlights (Planned)
$1,600,000
$1,400,000
$1,200,000
$1,000,000
Sales
$800,000 Gross Margin
$600,000 Net Profit
$400,000
$200,000
$0
2008 2009 2010
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5. Hotel Jardin
1.3 Keys to Success
In order to succeed, the management will strive to achieve the following goals:
• Position Hotel Jardin as the best hotel in Santiago among numerous visitors.
• Build strong market position among the visitors.
• Maintain sound financial management of the venture.
2.0 Company Summary
will be a new member in the exchange. will have 65 rooms, a parking facility near the
hotel, 2 restaurants (1 outdoor restaurant in the roof) a gift shop and a conference room
(capacity 20 PAX).
Amenities that go beyond the typical Hotel will include:
• Pralines on pillows.
• A complimentary music CD for each room that the guest may keep.
• An extensive video and audio library for guest use.
• CD stereo systems and DVDs in each room.
• Two restaurants + cofee shops.
• A variety of herbal teas.
• Daily fresh-baked muffins and fresh fruit.
• Links to other business and services on the island.
2.1 Company Ownership
Hotel Jardin will be wholly owned by GryDoz Hotels, a subsidiary of Grydoz Participaciones.
2.2 Start-up Summary
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6. Hotel Jardin
Start-up
$500,000
$450,000
$400,000
$350,000
$300,000
$250,000
$200,000
$150,000
$100,000
$50,000
$0
Expenses Assets Investment Loans
Table: Start-up
Start-up
Requirements
Start-up Expenses
Legal $10,000
Stationery etc. $400
Marketing Plan $34,000
Lodge Setup $300,000
Insurance $20,000
Rent $64,000
Other $7,500
Total Start-up Expense $435,900
Start-up Assets Needed
Cash Balance on Starting Date $64,100
Other Short-term Assets
Total Short-term Assets $64,100
Long-term Assets
Total Assets $64,100
Total Requirements $500,000
Funding
Investment
Investor 1 $0
Investor 2 $0
Other $0
Total Investment $0
Short-term Liabilities
Accounts Payable $0
Current Borrowing $500,000
Other Short-term Liabilities $0
Subtotal Short-term Liabilities $500,000
Long-term Liabilities $0
Total Liabilities $500,000
Loss at Start-up ($435,900)
Total Capital ($435,900)
Total Capital and Liabilities $64,100
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7. Hotel Jardin
3.0 Services
Hotel Jardin will offer customers 65 roooms, as well as the following:
• 2 restaurants.
• 1 gift shop.
• 1 confernce room.
• Front desk service.
4.0 Market Analysis Summary
Hotel development and operation in the Satiago area has been very profitable and
successful due to economic upturn experienced in early, mid 90's and the actual decade.
Hotel development and investments into hotels and resorts nationwide are currently going
strong. There are 3 hotels within 5 miles of the Hotel Jardin . each year, the average room
occupancy rate is close to 75% during the year.New hotel facility is in its final contruction
phase, will have 363 rooms, casino and golf course and will open in 2008.
4.1 Market Segmentation
Our customers can be broadly divided into two groups:
• Business Travelers.
• Leisure Travelers.
Table: Market Analysis
Market Analysis
Potential Customers Growth 2007 2008 2009 2010 2011 CAGR
Business Travelers 15% 81,500 93,725 107,784 123,952 142,545 15.00%
Leisure Travelers 15% 28,250 32,488 37,361 42,965 49,410 15.00%
Total 15.00% 109,750 126,213 145,145 166,917 191,955 15.00%
Market Analysis (Pie)
Business Travelers
Leisure Travelers
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8. Hotel Jardin
5.0 Strategy and Implementation Summary
Hotel Jardin will aggresively market both businees and leisure visitors of the Santiago area.
Our customers are looking for a different lodging experience that cannot be found in any of
the other hotels. We will offer a comfortable , congenial enviroment that will assure return
visits to the Hotel Jardin.
The lodge will cost less and we will offer our customers all the services they need to make
their stay memorable. We will offer two restaurants and 24 hrs room sevice.There will be a
gift shop that will be able to to take special orders daily. Each evening, guests can gather in
the roof restaurant where there is large fireplace, drinks and light music.
5.1 Competitive Edge
The competitive edge of Hotel jardin is its location and. Being located in los Jardines
Metropolitanos, next to the Hotel & Casino Gran Almirante and near to the 12th ST district.
Simply close to everywhere.
5.2 Marketing Strategy
The Hotel Jardin will habve its own website, web company partners and an effective
advertising /promotion program that promotes the facility.
In addition , Hotel Jardin will be highlighted in Magazines and TV shows.
5.3 Sales Strategy
Hotel Jardin will sell rooms directly to repeat customers, as well as via traditional agents
and through the internet. Repeat customers will have the privilege of priority reservations
during the seasons. We will list Hotel Jardin on www.worldres.com, and other web pages
and of course thru our own page www.grydozhotels.com, which will make it available to
millions of international; prospects. Room rates for lodge will range from $ 125 - 65 per
night.
5.3.1 Sales Forecast
The following is the sales forecast for three years
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9. Hotel Jardin
Sales Monthly (Planned)
$100,000
$90,000
$80,000
$70,000
$60,000
Rooms
$50,000
Foood + Drinks
$40,000
Other
$30,000
$20,000
$10,000
$0
Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
Sales by Year (Planned)
$1,600,000
$1,400,000
$1,200,000
$1,000,000
Rooms
$800,000 Foood + Drinks
$600,000 Other
$400,000
$200,000
$0
2008 2009 2010
Table: Sales Forecast (Planned)
Sales Forecast
Sales 2008 2009 2010
Rooms $844,594 $971,283 $1,116,976
Foood + Drinks $236,487 $271,960 $312,754
Other $28,650 $32,948 $37,890
Total Sales $1,109,731 $1,276,191 $1,467,619
Direct Cost of Sales 2008 2009 2010
Rooms $0 $0 $0
Foood + Drinks $115,876 $133,257 $153,246
Other $14,400 $16,560 $19,044
Subtotal Direct Cost of Sales $130,276 $149,817 $172,290
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10. Hotel Jardin
6.0 Management Summary
GryDoz Hotels will look for great individuals with a lot of experience and remarkable
reputatation in the market.
6.1 Personnel Plan
The personnel needed for the Hotel Jardin are the following:
• Manager
• Assistant Manager
• Lodge Staff (12)
• Office (4)
• Restaurants Staff (22)
• Gift Shop (3)
• Maintance Staff (4)
• Cleaning Staff (12)
Table: Personnel (Planned)
Personnel Plan
2008 2009 2010
Manager $54,000 $65,000 $71,500
Assistant Manager $20,250 $39,000 $42,900
Lodge Staff $48,600 $60,840 $66,924
Office Staff $32,400 $39,000 $42,900
Restaurants Staff $71,550 $106,600 $117,260
Gift Shop Staff $9,535 $9,230 $10,153
Maintance Staff $33,125 $34,450 $37,895
Cleaning Staff $27,500 $30,250 $33,275
Total Payroll $296,960 $384,370 $422,807
Total People 63 63 63
Payroll Burden $44,544 $57,656 $63,421
Total Payroll Expenditures $341,504 $442,026 $486,228
Table: Sales Forecast (Planned)
Sales Forecast
Sales 2008 2009 2010
Rooms $844,594 $971,283 $1,116,976
Foood + Drinks $236,487 $271,960 $312,754
Other $28,650 $32,948 $37,890
Total Sales $1,109,731 $1,276,191 $1,467,619
Direct Cost of Sales 2008 2009 2010
Rooms $0 $0 $0
Foood + Drinks $115,876 $133,257 $153,246
Other $14,400 $16,560 $19,044
Subtotal Direct Cost of Sales $130,276 $149,817 $172,290
7.0 Financial Plan
The following is the financial plan for the Hotel Jardin.
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11. Hotel Jardin
7.1 Important Assumptions
Table: General Assumptions
General Assumptions
2008 2009 2010
Short-term Interest Rate % 10.00% 10.00% 10.00%
Long-term Interest Rate % 10.00% 10.00% 10.00%
Tax Rate % 30.00% 30.00% 30.00%
Expenses in Cash % 10.00% 10.00% 10.00%
Personnel Burden % 15.00% 15.00% 15.00%
7.2 Break-even Analysis
The monthly break-even point is $ 71,307.
Table: Break-even Analysis
Break-even Analysis:
Monthly Units Break-even 705
Monthly Sales Break-even $71,307
Assumptions:
Average Per-Unit Revenue $101.11
Average Per-Unit Variable Cost $27.15
Estimated Monthly Fixed Cost $52,160
Break-even Analysis
$40,000
$20,000
$0
($20,000)
($40,000)
($60,000)
$0 $20,222 $40,444 $60,666 $80,888 $101,110
Monthly break-even point
Break-even point = where line intersects with 0
7.3 Projected Profit and Loss
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12. Hotel Jardin
Table: Profit and Loss (Planned)
Pro Forma Profit and Loss
2008 2009 2010
Sales $1,109,731 $1,276,191 $1,467,619
Direct Cost of Sales $130,276 $149,817 $172,290
Other Production Expenses $0 $0 $0
------------ ------------ ------------
Total Cost of Sales $130,276 $149,817 $172,290
Gross Margin $979,455 $1,126,374 $1,295,330
Gross Margin % 88.26% 88.26% 88.26%
Operating Expenses:
Advertising/Promotion $68,250 $78,488 $90,261
Travel $0 $0 $0
Miscellaneous $0 $0 $0
Payroll Expense $296,960 $384,370 $422,807
Payroll Burden $44,544 $57,656 $63,421
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $74,750 $82,225 $90,448
Insurance $0 $0 $0
Rent $384,000 $384,000 $384,000
Contract/Consultants $0 $0 $0
------------ ------------ ------------
Total Operating Expenses $868,504 $986,738 $1,050,936
Profit Before Interest and Taxes $110,951 $139,636 $244,394
Interest Expense Short-term $50,000 $50,000 $50,000
Interest Expense Long-term $0 $0 $0
Taxes Incurred $18,285 $26,891 $58,318
Extraordinary Items $0 $0 $0
Net Profit $42,666 $62,745 $136,075
Net Profit/Sales 3.84% 4.92% 9.27%
Profit Monthly (Planned)
$15,000
$10,000
$5,000
$0
($5,000)
($10,000)
($15,000)
($20,000)
($25,000)
Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
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13. Hotel Jardin
Profit Yearly (Planned)
$140,000
$120,000
$100,000
$80,000
$60,000
$40,000
$20,000
$0
2008 2009 2010
Gross Margin Monthly (Planned)
$90,000
$80,000
$70,000
$60,000
$50,000
$40,000
$30,000
$20,000
$10,000
$0
Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
Page 10
14. Hotel Jardin
Gross Margin Yearly (Planned)
$1,400,000
$1,200,000
$1,000,000
$800,000
$600,000
$400,000
$200,000
$0
2008 2009 2010
7.4 Projected Cash Flow
Table: Cash Flow (Planned)
Pro Forma Cash Flow 2008 2009 2010
Cash Received
Cash from Operations:
Cash Sales $1,109,731 $1,276,191 $1,467,619
From Receivables $0 $0 $0
Subtotal Cash from Operations $1,109,731 $1,276,191 $1,467,619
Additional Cash Received
Extraordinary Items $0 $0 $0
Sales Tax, VAT, HST/GST Received $0 $0 $0
New Current Borrowing $0 $0 $0
New Other Liabilities (interest-free) $0 $0 $0
New Long-term Liabilities $0 $0 $0
Sales of other Short-term Assets $0 $0 $0
Sales of Long-term Assets $0 $0 $0
New Investment Received $0 $0 $0
Subtotal Cash Received $1,109,731 $1,276,191 $1,467,619
Expenditures 2008 2009 2010
Expenditures from Operations:
Cash Spent on Costs and Expenses $72,556 $77,142 $84,532
Wages, Salaries, Payroll Taxes, etc. $341,504 $442,026 $486,228
Payment of Accounts Payable $598,986 $690,864 $755,282
Subtotal Spent on Operations $1,013,046 $1,210,031 $1,326,042
Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $0 $0 $0
Principal Repayment of Current Borrowing $0 $0 $0
Other Liabilities Principal Repayment $0 $0 $0
Long-term Liabilities Principal Repayment $0 $0 $0
Purchase Other Short-term Assets $0 $0 $0
Purchase Long-term Assets $0 $0 $0
Dividends $0 $0 $0
Adjustment for Assets Purchased on Credit $0 $0 $0
Subtotal Cash Spent $1,013,046 $1,210,031 $1,326,042
Net Cash Flow $96,685 $66,159 $141,577
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15. Hotel Jardin
Cash Balance $160,785 $226,945 $368,522
Cash (Planned)
$200,000
$150,000
$100,000
Net Cash Flow
$50,000 Cash Balance
$0
($50,000)
Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
7.5 Projected Balance Sheet
Table: Balance Sheet (Planned)
Pro Forma Balance Sheet
Assets
Short-term Assets 2008 2009 2010
Cash $160,785 $226,945 $368,522
Other Short-term Assets $0 $0 $0
Total Short-term Assets $160,785 $226,945 $368,522
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Total Long-term Assets $0 $0 $0
Total Assets $160,785 $226,945 $368,522
Liabilities and Capital
2008 2009 2010
Accounts Payable $54,019 $57,434 $62,935
Current Borrowing $500,000 $500,000 $500,000
Other Short-term Liabilities $0 $0 $0
Subtotal Short-term Liabilities $554,019 $557,434 $562,935
Long-term Liabilities $0 $0 $0
Total Liabilities $554,019 $557,434 $562,935
Paid-in Capital $0 $0 $0
Retained Earnings ($435,900) ($393,234) ($330,489)
Earnings $42,666 $62,745 $136,075
Total Capital ($393,234) ($330,489) ($194,414)
Total Liabilities and Capital $160,785 $226,945 $368,522
Net Worth ($393,234) ($330,489) ($194,414)
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16. Appendix
Appendix Table: Sales Forecast (Planned)
Sales Forecast
Sales Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
Rooms $37,538 $75,075 $75,075 $75,075 $75,075 $56,306 $75,075 $75,075 $75,075 $75,075 $75,075 $75,075
Foood + Drinks $10,511 $21,021 $21,021 $21,021 $21,021 $15,766 $21,021 $21,021 $21,021 $21,021 $21,021 $21,021
Other $1,250 $2,500 $2,500 $2,500 $2,500 $2,400 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500
Total Sales $49,299 $98,596 $98,596 $98,596 $98,596 $74,472 $98,596 $98,596 $98,596 $98,596 $98,596 $98,596
Direct Cost of Sales Jul Ago Sep Oct Nov Dic Ene Feb Mar Abr May Jun
Rooms $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Foood + Drinks $5,150 $10,300 $10,300 $10,300 $10,300 $7,725 $10,300 $10,300 $10,300 $10,300 $10,300 $10,300
Other $750 $1,250 $1,250 $1,250 $1,250 $1,200 $1,250 $1,250 $1,250 $1,200 $1,250 $1,250
Subtotal Direct Cost of Sales $5,900 $11,550 $11,550 $11,550 $11,550 $8,925 $11,550 $11,550 $11,550 $11,500 $11,550 $11,550
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