Entrepreneurship concepts and practices

Solution/Delivery

The delivery method for the Day-Ja-Vu establishment will be one of innovation and enhancement complementing the offered services. As a model, the establishment will consider new methods of delivering the product to the consumer, much like the way the Government Accounting Office (GAO) has expanded its scope in looking at alternative methods to deliver their respective projects.

In the 1990s, a shift began in how project managers approached project delivery on federal courthouse projects and they began looking at alternative methods, says David Winstead, commissioner of GSA's Pubic Building Service." (Innovative 2007-page 27)

If a staid government entity such as the GAO can expand its horizon by seeking alternative methods of delivery on its projects, then a vibrant, progressive entity such as Day-Ja-Vu should be easily capable of accomplishing even more.

While D-B-B is still the most widely used delivery method on GSA's office and border station projects, all of the 31 courthouse projects GSA's Public Building Service currently has in various stages of design and construction are being delivered either by bridging or CMc." (Innovative pg 27)

The delivery method for Day-Ja-Vu will be a direct Services-to-Consumer method. This method will allow the business to concentrate on providing services that are above and beyond what the customer would normally be used to receiving from a day spa.

Much of the efficiency and profitability of the new enterprise will depend on the integration of a solution-based software to track client's usage of the various services offered by the facility. This type of automation will allow the business to more effectively market directly to those individuals who most use the services offered both on and offsite.

Other industries have realized the effectiveness of automation, including the insurance industry, which could be used as a model of how to generate massive amounts of revenue and profit.

The concept of claims automation is not new in the business and insurance companies realize the positive effects of automating their claims processes. By integrating claims management solutions with new delivery methods, carriers are giving internal and external users access to the status of claims." (Amato-McCoy 2007 ab)

Day-Ja-Vu will implement this same concept in its business plan, and will heavily emphasize the method of continual marketing to a ready market. The customers are the ready market, and the continual marketing will consist of tracking the usage of the variety of services by the customer. This will be done will solution-based software that allows the generation of a scannable identification card for each customer. This card will be used to unlock doors necessary to enter any of the areas of the spa, will track spa usage as well as any purchases made throughout the spa or at the online site offered by the spa, or even any of the off-site services provided by registration through spa consumer services.

The card will also track such mundane items as; what the customer eats or drinks, what the customer purchases, how long the customer receives a back-rub of massage, or even if the customer decides to have his/her hair cut while at the spa.

This information can then be input into a database which will generate reports on a daily basis for Day-Ja-Vu's marketing group, whose responsibility it will be to shift through the information in an on-going process to decide which customer would benefit from what services. An ad campaign would then be instituted to directly target that particular individual with specific offers geared towards his/her receptiveness.

The garnered information can also be used as a foundation for new learning delivery methods that will enhance the employees ability to interact with the customers, which should lead to a more conducive environment for both customers and employees. Other firms have been highly successful in integrating learning delivery methods in their respective day-to-day operations, such as JoAnn's Fabrics.

Sometimes its not new technology that paves the way for success. Productive learning initiatives also can be made by blending two learning delivery methods in a new way." (Whitney 2006-page 22) Even though JoAnn's is not exactly a day spa, it is a retail establishment that caters to approximately the same demographic (at least in age) that the day spa caters to.