Business Plan edited by a group of students of MTM IULM.

1. Business Plan
Multifunctional center in Carpiano
Tutor: Professor Emilio Valdameri
Antonelli Davide, Bekmurzayeva Aspet, Cusenza Simona,
Georgieva Dilyana, Jurgembayeva Dinara,
Perna Monica, Torricella Francesca
Master in Tourism Management – VII edition – 2010-2011 1

2. AKNO Business Parks
Founded by Mr. Massimo Nouhi, AKNO Business Parks S.p.A. is the leader in the
construction of industrial and logistic complexes as well as in the revitalization
and reconfiguration of forgotten areas.
It first started its operations in a town close to Milan, Caleppio di Settala, where
its headquarters are still located today.
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3. What is a BUSINESS PARK?
A business park is an industrial complex with excellent functionality of
the structures, respect of the environment and security and preservation
of the properties typically protected by perimeter fences with a singular
entrance with 24 hours surveillance.
The business park is located in Carpiano.
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4. The project
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5. A closer focus….
HOTEL
AREA
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6. Methodologies
1. Introduction to Carpiano
2. Inventory of attractions
3. Tourism trends and competitive set analysis
4. Target market: survey outcome
5. Analysis of the business tourism segments
6. Promotional goals
7. Evaluation plan and choice of the partner in management
8. Sales and promotion campaign
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7. 1. Introduction to Carpiano
• Furthest Municipality in
the province of Milan;
• 3700 inhabitants;
• 14 working farmsteads in
17 square kilometers;
• Industrial firms and
administrative offices;
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8. 2. Inventory of attractions
Attractions: Firms: Bars: Restaurants: Not provided
- Carthusian - DHL Freight; - Benzoni - Bar - Pizzeria Dai Services:
Monastery; - Volvo; Tabacchi; Pugliesi 3 Da -Supermarket;
- Cathedral; - La Mantide; William; - Hospital;
- GAMMA
- Chiesa di San commercial; - A.S. - Ristorante - Pharmacies;
Michele. Carpianese Lodigiani;
- SDA; - Cinema;
- Bar - Piemmea
- HILTI ITALIA S.R.L. - Leisure
SPA. Cavallino. facilities (gym,
beauty
centre).
Master in Tourism Management – VII edition – 2010-2011

9. Why Carpiano?
Understanding our location
Strengths:
Weaknesses:
- Position: near Milan, close to 2 highways
- Carpiano is not a tourism destination
- Multifunctional centre - Lack of services
- 24 hour security of the center as a - Moderate involvement of the municipality
guarantee for drivers - The lack of transports’ connections
- Local community involvement - Absence of tourism planning & promotion
SWOT
analysis
Opportunities: Threats:
- The international scenario and Expo 2015 - Competitive set
- The position of Carpiano
- The business and logistics environment - Seasonality
- Presence of some cultural attractions - Lack of cooperation and collaboration
- The great number of events
- Brand new building
Master in Tourism Management – VII edition – 2010-2011

10. 3. Tourism trends
World Tourism Trends
Tourism flow in the world: UNWTO forecast
International tourist arrivals by region (in millions), 1950 - 2020
Source: UNWTO
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11. 3. Tourism trends
World Tourism Trends
Inbound tourism: means of transport
Source: UNWTO
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12. 3. Tourism trends
European Scenario
Percentage Variation in International Arrivals
100,0%
80,0%
60,0%
40,0%
Spain
20,0% 17,00% France
Italy
0,0%
-20,0%
-40,0%
-60,0%
Source: elaboration from Eurostat data
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13. 3. Tourism trends
Tourism in Italy
Demand in Italy
Arrivals for different categories
40.000.000
35.000.000
30.000.000
25.000.000
5 stars and 5* luxury
3 stars
20.000.000
4 stars
15.000.000 2 stars
1 star
10.000.000
5.000.000
-
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Source: elaboration from Eurostat data
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14. 3. Tourism trends
Tourism in Italy:
Demand in Italy in Business Travel
Business travel in Italy Business travellers divided by profession
Nord Italy Centre Italy
Managers,
enterpreneurs
South Italy and freelance
13% Clerks
7%
28% 26%
Working class
48%
54%
Small
24%
enterpreneurs
The chart shows that one traveler out of two is a The main type of business traveler are clerks.
business man. (That means great opportunities
for a business hotel in Carpiano).
Source: Istat, quarter year survey -"Viaggi e vacanze“, 2009
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15. 3. Tourism trends
Tourism in Lombardy:
Tourists trend in Lombardy and arrivals composition in Milan
35.000.000
30.000.000
25.000.000 Arrivals
Overnights
20.000.000
15.000.000 PV MN SO
VA
1% 2% 5%
7% BG
10.000.000 7%
MI
5.000.000 47%
BS
- 16%
2000
2001
2002
2004
2005
2006
2007
2008
2009
CO
MB LO LC 8%
CR
3% 1% 1%
Source: Istat 2%
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16. 3. Tourism trends
Tourism in Milan:
Tourism demand in Milan and Province
12.000.000
10.000.000
8.000.000
6.000.000 Overnights
Arrivals
4.000.000
2.000.000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
The trend is nearly constant during those 9 years, except for the period 2004-2005 that shows a little
decrease and then comes back growing.
Source: Istat Master in Tourism Management – VII edition – 2010-2011 16

17. 3. Tourism trends
The tourism offer
Evolution of the offer capacity in Italy
2.500.000
2.000.000
1.500.000
Bedplaces
1.000.000 Rooms
Total
500.000
0
Source: Istat
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18. 3. Tourism trends
The tourism offer
Evolution of the offer capacity in Italy
30.000
25.000
20.000
15.000 5 * - 4*
3* - RTA
10.000
2* - 1*
5.000
0
1990
1993
1994
1995
1998
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
Source: Istat
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19. 3. Tourism trends
The tourism offer
The accommodation offer in Milan
10.000
9.000
8.000
7.000
6.000
5.000
4.000
3.000
2.000
1.000
-
2002 2003 2004 2005 2006 2007 2008 2009
4 stars 5 stars - luxury 3 stars -RTA 2 stars 1 star
Source: Istat
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20. 3. Tourism trends
The tourism offer
Percentage composition of the bed offer in Milan in 2009
5 * - LUXURY 4* 3* 2* 1*
4,4% 2,2% 0,3%
32,9%
60,2%
Source: Istat
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21. 3.B Competitive set analysis
NH Holiday
Novotel Air Hotel INN
ATA Hotel Crowne
The One Plaza
Residence
Golf
Hotel
ATA Hotel Il Telegrafo
OUR
Ripamonti
Hotel
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22. 4. Target market:
survey outcome
One-day survey in Carpiano;
More than 40 people asked to be
interviewed, but only 25% agreed;
Residents’ survey divided in two parts:
- Socio Demographic Data;
-AKNO Carpiano Project Awareness;
Municipality’s interview with the
participation of:
- Mr Ronchi, Carpiano’s Mayor;
- Mr Brocca, the architect responsible for
the technical department of the
Municipality of Carpiano.
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23. 4. Target market:
survey outcome
Interviewees' opinion about the
Interviewees' satisfactionheard with
Have interviewees ever degree
Interviewees' opinion about the
project
about AKNO services
actual project?
Municipality of Carpiano Where
90% 0%
0% “improvements”
10% High
30%
10% A good place where to
live In favour
Yes No
is a synonym of
Medium
services to be
Against
Low
90% 90% 70%
A place where
Uninterested
improvements are
provided in
needed Carpiano.
10%
A place with a lack of
opportunities
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24. 4. Target market:
survey outcome
Primary services residents would like
to have in Carpiano
40%
The absence of
30% supermarkets
20% and stores
10%
really upsets the
community of Carpiano.
ATMs Grocery Banks/Post office Gym
Activities residents would like to have
in Carpiano The construction of the
100% multifunctional center
should therefore take this
50%
40%
into consideration.
10%
Shops Cinema Supermarkets Restaurants
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25. 4. Target market:
survey outcome
Kind of hospitality services
interviewees would expect to have in The choice of hotel
Carpiano
category has taken into
10% 10%
consideration several
Private B&B
factors, among which the
Boutique/Design residents’ perception
hotel
Service apartments about the kind of
accommodation services
80% suitable for Carpiano.
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26. 5. Analysis of the
business tourism segments
After the analysis of the needs of different possible types of segments,
we decided to mainly focus on the following three targets:
Clerks/ Sales Representatives
and mid-scale Business Men
Families and Group of Friends
Young Couples
Master in Tourism Management – VII edition – 2010-2011

27. 5. Analysis of the
business tourism segments
The HOTEL STRUCTURE
Ground floor: bar, reception, back-
office with Management offices, a 70
sq meter equipped meeting room for
1st, 2nd and 3rd Floor 40 people;
First floor: 14 out of 30 connecting
rooms for families
Second floor: standard rooms for
young couples with welcome gifts at
Fourth Floor arrival: candies and wine bottle;
Third floor: standard rooms for clerks;
Fourth floor: EXECUTIVE floor with 1
suite and 28 rooms with free mini bar,
higher quality furniture, 30 sq meter
“private” equipped meeting room for
2-15 people and waiting room.
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28. 5. Analysis of the
business tourism segments
The HOTEL STRUCTURE
The basement plan will
provide:
-parking for hotel guests;
- a wellness center with
swimming pool, Turkish bath
and water massage.
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29. 5. Analysis of the
business tourism segments
HOTEL STRUCTURE:
The current look and design…
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30. 5. Analysis of the
business tourism segments
HOTEL DESIGN:
How it could look like ...
The Room
Room
4th floor
wellness
The hall
type B
type A
center
Suite
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31. 6. Promotional goals
Target
Clerks, families, young couples, friends and professionals
looking for 3-4 stars hotel experience due to their success and hard work.
Core strategy
Modernity that will surprise you
How?
• Extensive menu
Room service • All types of products that can be found at the hotel bar
or can be ordered at the main restaurant
• Different each day and tailored to individuals’ interests
Surprise gifts • Food, candies and bottles of wine in the room
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32. 6. Promotional goals
Core strategy
Project unwavering dedication to the mission and surprise visitors with services
Focus on the staff members
• New techniques in hiring new staff looking at
One their creativity and ethics
• Staff will be trained to seek out new ways to
Two surprise and excite customers
• The results of the training will be measured
Three through customer ratings and customer reviews
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33. 6. Promotional goals
Services offered in the hotel
- Room service - Free Wi FI in the whole hotel
-12 hour bar
- Everyday newspaper -Internet corner in the
- 4 self-service machines reception with 2 computers
- happy hours - Late check-in for business
men and late check-out for - Meeting rooms with video
- free breakfast for children up couples equipment, copy/print service,
to 12 years old fax machine, international
- Shuttle service upon request calls, computer to project
- High chairs and bottle from/to Linate airport and San
warmers presentations, stationery
Donato Station (branded blocks and pens)
- Topolino menu for kids - Parking
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34. 6. Promotional goals
Services offered in the multifunctional center
Laundry Road House
Supermarket Parking
Room Restaurant
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35. 7. Evaluation plan and choice of
the partner in management
Considerations on the Italian market and its composition
Foreign chains
Italian chains
Aggregations
Generally Working all across Companies that, on
medium or small the world, usually the national or
size. providing international base,
managing or represent
franchising independent
contracts. hotels.
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36. 7. Evaluation plan and choice of
the partner in management
Considerations on the possible brands
And the final decision:
Affiliation contract;
Long- term strategy;
Coherence with our philosophy;
Less binding contract;
BW presence in the business area of Milan and brand recognition;
Possibility to receive reservations from all over the world;
Possibility of offering staff training;
Special treatments to Cluster Business and Cluster Kids segment, as
well as women.
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37. 7.B Economic Analysis
REVENUES 2012 2013 2014 2015 2016
Rooms Revenues (VAT excluded breakfast excluded) € 1.037.564,70 € 1.226.515,07 € 1.431.259,98 € 1.657.592,57 € 1.799.716,43
% TOTAL REVENUES 67% 69% 70% 70% 70%
Average Price for Breakfast (VAT included) € 7,00 € 7,00 € 7,00 € 8,00 € 8,00
Revenues for Breakfast (VAT included) € 187.879,36 € 204.463,64 € 221.047,91 € 276.318,00 € 300.009,82
% TOTAL REVENUES 12% 11% 11% 12% 12%
Total Rooms Revenues € 1.225.444,07 € 1.430.978,70 € 1.652.307,89 € 1.933.910,57 € 2.099.726,25
% TOTAL REVENUES 79% 80% 81% 81% 82%
% of presence of guests in the bar 35% 35% 35% 35% 35%
Average price for meal (VAT included)* € 7,50 € 7,50 € 7,50 € 7,50 € 7,50
Revenues for Bar (VAT excluded) € 70.454,76 € 76.673,86 € 82.892,97 € 90.666,84 € 98.440,72
Revenues for Banquets/Seminars (VAT excluded) € 35.500,00 € 36.000,00 € 37.500,00 € 38.500,00 € 40.000,00
TOTAL REVENUES FOR BREAKFAST, BAR AND BANQUETS € 293.834,13 € 317.137,50 € 341.440,88 € 405.484,84 € 438.450,54
% TOTAL REVENUES 19% 18% 17% 17% 17%
REVENUES for INTERNATIONAL CALLS*** € 25,00 € 25,00 € 25,00 € 25,00 € 25,00
REVENUES for MICE FACILITIES**** € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00
REVENUES for WELLNESS CENTER (VAT excluded)***** € 20.000,00 € 25.000,00 € 25.000,00 € 25.000,00 € 25.000,00
TOTAL OTHER REVENUES (VAT excluded) € 32.025,00 € 37.025,00 € 37.025,00 € 37.025,00 € 37.025,00
% TOTAL REVENUES 2,1% 2,1% 1,8% 1,6% 1,4%
NET REVENUES VAT Excluded € 1.551.303,19 € 1.785.141,20 € 2.030.773,76 € 2.376.420,41 € 2.575.201,79
OPERATING COSTS******
TOTAL PERSONNEL
Total employees 17 18 18 22 23
Value € 597.251,47 € 628.015,56 € 658.204,80 € 728.991,36 € 759.342,98
% of Revenues 38,5% 35,2% 32,4% 30,7% 29,5%
VARIOUS COSTS for ROOMS (room
supplies+laundry+linen) % of Room Revenues 6% 6% 6% 6% 6%
Value € 62.253,88 € 73.590,90 € 85.875,60 € 99.455,55 € 107.982,99
% of Bar Revenue (see
VARIOUS COSTS for BAR table specifications) 33,2% 33,5% 33,9% 30,8% 30,7%
(food for breakfast, bar, banquets, minibar) Value € 97.501,54 € 106.121,25 € 115.606,57 € 124.925,71 € 134.547,36
ADMINISTRATION COSTS Value € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00
Per Room € 252,10 € 252,10 € 252,10 € 252,10 € 252,10
COMMERCIAL COSTS Value € 177.158,54 € 143.046,91 € 159.221,57 € 178.269,79 € 189.882,64
Per Room € 1.488,73 € 1.202,07 € 1.338,00 € 1.498,07 € 1.595,65
Best Western Fees € 30.089,38 € 35.568,94 € 41.506,54 € 48.070,18 € 52.191,78
OLTA fees (on revenues from rooms booked through OLTA) € 55.161,16 € 64.648,97 € 74.886,04 € 87.370,60 € 94.861,86
MAINTENANCE COSTS Value € 30.000,00 € 32.000,00 € 35.000,00 € 37.000,00 € 37.000,00
Per Room € 252,10 € 268,91 € 294,12 € 310,92 € 310,92
ENERGY COST Value € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00
Per Sold Room 5,08 4,67 4,32 3,95 3,64
VARIOUS COSTS % of Revenues 3% 3% 3% 3% 3%
Value € 44.987,79 € 51.769,09 € 58.892,44 € 68.916,19 € 74.680,85
PRE-OPENING COSTS Value 0,00 0,00 0,00 0,00 0,00
TOTAL OPERATING COSTS Value € 1.139.153,23 € 1.164.543,72 € 1.242.800,98 € 1.367.558,61 € 1.433.436,81
% Total Revenues 73,4% 65,2% 61,2% 57,5% 55,7%
GROSS OPERATING PROFIT Value € 412.149,97 € 620.597,49 € 787.972,78 € 1.008.861,81 € 1.141.764,98
% Total Revenues 26,6% 34,8% 38,8% 42,5% 44,3%
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38. 7.B Economic Analysis
1. Direct mangement? 2. Lease contract? 3. Management contract?
GOP Value € 412.150 € 620.597 € 787.973 € 1.008.862 € 1.141.765
% Total Revenues 28,1% 36,1% 40,0% 44,5% 46,2%
Forecasted Investment € 10.000.000 € 10.000.000 € 10.000.000 € 10.000.001 € 10.000.002
Direct management
ROI 4,1% 6,2% 7,9% 10,1% 11,4% good/average
Lease contract 60% of GOP 60,0% 60,0% 60,0% 60,0% 60,0%
€ 247.290 € 372.358 € 472.784 € 605.317 € 685.059
ROI 2,5% 3,7% 4,7% 6,1% 6,9%
% of revenues 15,9% 20,9% 23,3% 25,5% 26,6% too much!!
20,0% 20,0% 20,0% 20,0% 20,0%
€ 277.675 € 321.612 € 368.308 € 431.033 € 467.493 not enought !!
Management contract Management fee 10% 10% 10% 10% 10%
€ 155.130 € 178.514 € 203.077 € 237.642 € 257.520
New GOP € 257.020 € 442.083 € 584.895 € 771.220 € 884.245
New ROI 2,6% 4,4% 5,8% 7,7% 8,8% good/average
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39. 8. Sales and
promotion campaign
Product: Placement:
- 4 floor hotel - South part of the province of Milan
- 119 rooms - Mid scale market
- 2 congress rooms - Focused on people who travel for work,
- Basic and extra services families and couples
- MICE facilities
Marketing
MIX
Price: Promotion:
- High season best rate : 85€ - Billboards and branded merchandise
- Low season best rate : 75 € - Press conference, social networks and
- Discounts for fully prepaid advanced newsletters
booking - Partnerships with OLTA, packages for niche
- Charges based on variations and extra markets
services - Reward program and CRM
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40. 8. Sales and
promotion campaign
Our Hotel will use a professional photographer and design firm to produce
the following materials:
http://venice.arounder.com
/it/hotel-4-stelle/best-
western-hotel-la-di-
moret/suite-1.html
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41. Find your home on your way home:
stay at Best Western Carpiano!
Thank you for your attention
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