Slumber Company Business Plan

Outline

I. Executive Summary

II. Mission Statement

III. Company History or Business Concept

IV. Business / Industry Profile

V. Business Strategy

VI. Products / services

VII. Marketing Strategy

VIII. Competitor Analysis

IX. Forecasted Financials & Investment Opportunity

Executive Summary

The idea of my business is to create a place where people can have a nap for 20 minutes or 2 hours during the day time, mostly on the working days. According to the scientific researches in order to dispel the drowsiness a man needs only 20 minutes of sleep. I will take this statement and make a great business out of it. The idea is innovative for a Kazakhstani market and has no similar predecessors.

The basic concept is that a customer will come to the firm with is call "Slumber" for a 20 minute nap. He will be provided with necessary equipment which will be described further in the business plan. He will be provided with a small room too. The room will contain several objects like a comfortable sofa, music, dim lights etc. After 20 minutes an alarm clock or a company staff will wake the customer up. He will feel himself physically vigorous and he will no have a need for sleep until the actual bed time.

This business will be mainly oriented on office workers who have enough money to afford it, even though it will cost only about 400KZT. Kazakhstani people tend not to spend money for services which bring them comfort so that is why office workers with enough spare money are the target customers. The business will be located near to the business center with cafes and offices for customer convenience.

I expect the business to become popular because of several factors which are:

A. Customers will feel unique.

B. Affordable price and location.

C. Customer-centered company policy.

D. The actual usefulness of a service

Mission Statement

I decided to make my company's mission statement brief and catchy. It will not only attract customers but will also direct the employees with a guide of what the company tries to be.

The mission statement itself is: "To provide unique service both by quality and rarity, to make it affordable to middle-class sector. Slumber Company will not only try its best to be recognizable but will also try to be memorable with the help of high quality service and employees. Company will maintain its decent position in the market by providing customers with world-class service, achieved through total employee involvement and teamwork. Exceeding our customers' expectations and supplying the highest quality products and services are paramount at "Slumber"."

Company Background

"Slumber" Company will be based in Almaty, Kazakhstan. About 20 people will be needed to working "this company" Company. It will be a company which will operate only in Almaty for the first time. The company will basically concentrate on service with no production needed. The service itself has a target audience of people aged from 23 up to 55, both male and female. The prices are affordable for middle and upper class citizens. "Slumber" Company is uniquely positioned to provide unique experience in quality, designing for a reasoned price and maintaining a comprehensive customer support.

Service quality is the main goal. This belief is the foundation that helps shape the company's vision for progress. Company has a plan to expand to adjoining countries like Russia and China.

The company's main will be located at the Medeu district in Almaty and will be easy accessible for interested customers

Business and industry profile

Nowadays people lifestyle does not allow having a free time for a good nap and people are becoming exhausted and sleep from 4 to 6 hours a day. Slumber Company offers an easy and stylish way to deal with these inconveniences of the modern world. I position the company's service right next to cafes and lounges, even though my company does not provide food. It is still a service for people who will mainly use it during the lunch hour or somewhere near that time. People will use it only at their free time which they mainly use for eating.

There are many cafes and canteens in Almaty but I define my main competitors as: Kaganat, Assorti, lots of places where "doner" is sold. Prices in these places are not similar but still they vary from 700KZT to 2000KZT for one dinner. These prices are targeted directly at middle and upper class citizens who are mainly office workers. People tend to spend about 20 to 40 minutes in those places and usually come alone or in small groups of 3.

Slumber Company's first goal after its opening will be the attraction of those office workers to try its service and make them like it. Aggressive advertising near those cafes will be used. The first year goal is not to earn profit but to make company famous and make people talk about it. I am sure that such a unique service will make customers stay even if they try it only once.

Business Strategy

The competitive advantage of my business begins with its establishment because the initial investment is low. The highest possible cost is the place where my business will locate. Due to high prices of flats and offices in the Medeu district I decided not to but it but to rent. The rent will allow moving the location of the business if it will be unsuccessful (which is highly low possibility). The second one is the company's USP. Great customer service and customer-only centered company. Slumber will provide the best service which will attract customers.

The plan for the first year is to cover the initial investment and have a positive net income which is achievable. No other high costs will be incurred except initial investment. This means that with decent marketing strategy which will be described further in this business plan I will have only to establish a great customer service. If the idea will be like and supported by managers of the big companies like P&G or Deloitte