Relaxing Hands Spa of Central Florida - a Case Study

I. Table of Contents

I. Table of Contents 2

II. Overview 3

III. General Company Description 4

IV. Products and Services 5

V. Marketing Plan 6

VI. The Competition 12

VII. Use and Effect of Fianance 16

VIII Startup Cost Analysis .................................................................................17

IX. Appendices 20

II. Overview

Relaxing Hands of Central Florida is a professional, full service massage establishment located in Lake Mary, Florida. Our services include full-body, on-site chair, and therapeutic massages. We provide quality services for individuals and believe our customers to be our main focus. Relaxing Hands of Central Florida is owned and operated by Marнa Leуn who is a registered therapist and has been successfully practicing the art of massage since 2007.

Our company mission: To provide our clients with peace, relaxation, and well-being through the healing power of massage. We would be honored to have you, or your company, as part of the Relaxing Hands of Central Florida.

III. General Company Description

What business will you be in? What will you do?

Mission Statement: Many companies have a brief mission statement, usually in 30 words or fewer, explaining their reason for being and their guiding principles. If you want to draft a mission statement, this is a good place to put it in the plan, followed by:

Company Goals and Objectives: Goals are destinations--where you want your business to be. Objectives are progress markers along the way to goal achievement. For example, a goal might be to have a healthy, successful company that is a leader in customer service and that has a loyal customer following. Objectives might be annual sales targets and some specific measures of customer satisfaction.

Business Philosophy: What is important to you in business?

To whom will you market your products? (State it briefly here--you will do a more thorough explanation in the Marketing Plan section).

Describe your industry. Is it a growth industry? What changes do you foresee in the industry, short term and long term? How will your company be poised to take advantage of them?

Describe your most important company strengths and core competencies. What factors will make the company succeed? What do you think your major competitive strengths will be? What background experience, skills, and strengths do you personally bring to this new venture?

Legal form of ownership: Sole proprietor, Partnership, Corporation, Limited liability corporation (LLC)? Why have you selected this form?

IV. Products and Services

Here are the product and services to be provided at Relaxing Hands of Central Florida.

Swedish massage - A light to medium pressure therapeutic massage, is use to promote general relaxation, improve circulation, increase range of motion and relieve muscle pain and tension.

Deep tissue or neuromuscular therapy - This form of massage uses greater pressure and works on deeper layers of muscle than Swedish massage does. Deep tissue massage is used to relieve chronic patterns of muscular pain and tension. Neuromuscular massage is a form of deep massage applied to specific individual muscles, often used to reduce pain, it increases blood flow, releases trigger points and relieves pressure on nerves caused by soft tissues.

Reflexology - Reflexology uses specific points on the hands and feet to relieve pain and tension. These "zones" on the hands and feet are related to specific organs. Reflexology is used to treat a variety of disorders.

Hot Stone Massage - We use customized aromatic oils the power of aroma to evoke a variety of emotional senses and physical and smooth heated stones to loosen tight muscles and relieves stress.

Aromatherapy - A swedish massage using aromatic oils selected just for you. This incorporates the therapeutic power of touch while allowing absorption of the oils by

blood capillaries close to the surface of the skin, immersing the whole body in the oil's aromas.

Mini Vacation Massage - A Swedish massage focusing on the Back , Neck and Shoulders only.

Pregnancy Massage - Massage is healthful, enjoyable and is a wonderful way to relax, increase your energy and flexibility during a normal pregnancy, regular massage during your pregnancy and postpartum weeks can relieve your physical symptoms and can help with many of the aches and pains you experience as your body changes during pregnancy.

V. Marketing Plan

Customers and Location Area

The target customer of Relaxing Hands of Central Florida (RHCF) is the professional female group between ages of 30-55 years old with a Bachelor's Degree.

The City of Lake Mary has been chosen to establish RHCF main office and spa. Seminole County has the highest number of population with a Bachelor's Degree 31% of all the Orlando MSA area (Orlando MSA area includes Orange, Seminole Osceola and Lake Counties). The 50.8% of female person for the county is about average for all other counties of the Orlando MSA area. In other words, the highest concentration of RHCF targeted group resides in Seminole County. Further more, the highest per capita money income is again Seminole county with $24,591 per year. This represents $3,691 more annually than the second highest county in the area. Inside Seminole County we had to look for the city that hosted the majority of this targeted group. Where is this group located in Seminole County?

Seminole County is made of City of Altamonte Springs, City of Casselberry, City of Lake Mary, City of Longwood, City of Oviedo, City of Sanford and City of Winter Springs. I decided to look in each city census numbers that would make me pinpoint where I can find my target customer. The median income for a household in the city of Lake Mary was $69,485, and the median income for a family was $76,859. Males had a median income of $57,132 versus $32,439 for females. The per capita income for the city was $31,094. 2.9% of the population and 2.5% of families were below the poverty line. 1.8% of those