Website and marketing strategy for Food & Leisure Inc.

Food & Leisure Business Plan

Plan Description

The objective of this project is to develop a business plan focusing on developing a business website for Food & Leisure Inc. Food & Leisure is a new business dedicating in providing seafood, traveling experience and lodging services for potential customers. The plan will provide a blog providing information about recipes, real-time review, and recommendation. The project will also present the projected revenue that will detail the costs of advertisement and promotions and net revenues with the goals of building a reputation that will lead to a prosperous business and marketing vehicles to other viable businesses.

3. Web Site Audience

The website audience will include tourists, sea lovers, business tourists, students, holidaymakers and Caribbean food lovers. The audience will also consist of skiers because the Food & Leisure will be one of the top resort centers in the country. The audience will also consist of summer visitors who will take the advantages of the assorted foods and location.

4. Storyboard of Website

The website will consist of the six pages as follows:

About me

My Home

Travel

Food

Libations, and Contact

Food & Leisure

About me

My Home

Travel

Food

Libations

Contact

This page will consist of the description of the business, which includes the product and services offered. The page will also provide the picture of goods and services offered.

This page will discuss the demographic, average temperature and the government of the business location.

The page will describe the traveling experience that customer will enjoy

The page will present the types of food that will be offered to the customer. For example, the business is presumed to offer seafood

The page will describe the libations

The page provides the business, contact information that includes the contact address, telephone number, and email address

Privacy Policy

Disclaimers

Term of Use

5. Media Plan

Food & Leisure will use the combination of paid and free media as the marketing tools using the LinkedIn, Facebook and Twitter to advertise the product and services to the potential customer. In the contemporary business environment, millions of small businesses globally are using the Facebook and LinkedIn to connect with potential customers. Thus, the company will focus on these media to enhance the business competitive advantages. (Anderson, and Jack, 2002).

6. Marketing plans and Competition

Food & Leisure will set aside the marketing costs for the marketing campaign, which will be launched within the first six months of creating the website. The company will use the Google AdWords for the campaign and use the keywords that will be linked to the website upon being clicked by the potential customers. However, the company is likely to face to the competitions in the business environment. The top competitors will include Silver Bear Lodge, Crest Lake Inn, Silver Lake Village, The Ridge, and Crest Canyon. However, Food & Leisure presumes to gain market advantages over the competitors because the company will offer the high-quality products at affordable prices. Table 1 presents the sales forecast for the next three years.

Table 1: SALES FORECAST

YEAR 1

YEAR 2

YEAR 3

Sales

Rooms

$330,000

$460,000

$500,000

Food

$221,000

$240,000

$280,000

Ski Rentals

$142,000

$135,000

$150,000

Clothing

$57,000

$71,000

$92,000

TOTAL SALES

$731,000

$905,000

$1,022,000

Direct Cost of Sales

Year 1

Year 2

Year 3

Rooms

$0

$0

$0

Food

$60,500

$72,000

$90,000

Ski Rentals

$0

$0

$0

Clothing

$23,700

$30,000

$38,000

Subtotal Direct Cost of Sales

$83,200

$101,000

$128,000

Our project income is presented in table 2:

PRO FORMA INCOME STATEMENTS

YEAR 1

YEAR 2

YEAR 3

Sales

$751,000

$905,000

$1,021,000

Direct Cost of Sales

$82,200

$111,000

$129,000

Other Production Expenses

$0

$0

$0

TOTAL COST OF SALES

$83,200

$101,000

$128,000

Gross Margin

$657,800

$814,000

$894,000

Gross Margin %

88.77%

88.96%

87.48%

Expenses

Payroll

$392,000

$404,000

$428,000

Sales and Marketing and Other Expenses

$50,000

$81,000

$110,000

Depreciation

$15,280

$14,280

$13,280

Leased Equipment

$0

$0

$0

Utilities

$25,000

$25,000

$27,000

Insurance

$23,000

$25,000

$25,000

Lease

$0

$0

$0

Payroll Taxes

$58,300

$62,100

$64,700

Other

$0

$0

$0

Total Operating Expenses

$563,580

$620,380

$667,980

Profit Before Interest and Taxes

$95,220

$183,620

$216,020

EBITDA

$118,500

$217,900

$250,300

Interest Expense

$32,375

$31,500

$28,500

Taxes Incurred

$18,254

$47,936

$58,556

Net Profit

$42,592

$114,184

$138,964

Net Profit/Sales

5.75%

12.48%

13.60%

7. Copyright and Intellectual Property

Food & Leisure will register the website to protect it from unauthorized copying. The entire website and the intellectual property will belong to the owner of the Food & Leisure.

Reference

Al Jenaibi, B.N.A. (2013). Use of Social Media in the United Arab Emirates: An Initial Study. Global Media Journal Arabian Edition,1,(2): 3-27.

Anderson, A.R. and Jack, S.L. (2002), "The articulation of social capital in entrepreneurial networks: a glue or a lubricant?," Entrepreneurship and Regional Development, 14 (3): 193-210.