Kusol, Chompunuch
(2008)
Harnn Natural Home Spa Business Plan.
[Dissertation (University of Nottingham only)]
(Unpublished)
Abstract
Home Spa Partnership is looking for the amount of 50,000 GBP from an investor to invest in the business. The Company offers 20% of its authorised share capital for 17,500 GBP and the preference shares amounting to 32,500 GBP. This amount will be brought into the infrastructures and initial overhead cost for the start-up Thai spa business in the UK under 'Harnn Natural Home Spa' brand.
The Company
Home Spa Partnership was incorporated in July 2008 with issued share capital of 80,000 GBP. The Company has a legal form of general business partnership. The founder, Chompunuch Kusol, has many years' experience in assurance and advisory business services particularly in hotel resort and spa industry. She is gone into partnership with Vudhichai Harnpanich and Thitipat Supattranon, the two successful founders of 'Harn Products Co., Ltd'. This Company provides premium brand spa and spa-related products in Thailand, some Asian countries and European countries such as Japan, Singapore, France and German. The three managements have an intention of operating premium brand spa in a contemporary Thai concept design with a unique Thai culture services.
The Services and Products
Harnn Natural Home Spa is a premium Thai spa which provides both spa and high quality spa-related products. Thai spa and massage treatments evolve around a long tradition of healing and philosophy which are based on Thai herbal and holistic medicine. Our services include Thai heritage massage, Thai aromatherapy, Thai compress, etc. Customers will be advised by a technician in order to match those treatments to their needs.
Moreover, our treatment menus can be customised to suit the requirements of each customer. For example, customers are able to mix one treatment with another one which will provide them with the ultimate experience of a whole. The services are charged accordingly to the number of treatment hours.
In terms of spa-related products, we also have exclusive concept shop selling our brand products. The products range excites all the senses with creative, texture, forms and natural odours. We have won HANN patents for the formulation and product design. We also got numerous international awards for design such as G-Mark award from Japan Industrial Design Promotion Department in 2003 and the prestigious Prime Minister Export Award in 2004 and 2005. This is a proof of the successful of Harnn products.
Corporate Strategy
We intend to focus on a group of well-heeled clients aged over 30 who are strongly motivated by luxurious and exclusive services. Therefore, we choose price skimming strategy to attract our target market by charging at high-scale price with premium quality and unique product design. The customers can see differences between our services/ products and those of competitors. This will build the value of brand and of the reputation of 'Harnn Natural Home Spa'. Top leading women's magazines, leisure magazines and business press are selected to be media for marketing. Credit card companies, hotels and department stores are used as our partners for distribution channels. Finally, we will increase our spa and concept stores in the major cities around the UK to spread administrative overheads over a bigger operation in order to achieve economies of scale.
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