VIII. Operational Plan
Business Process
The business processes in The Phoebe’s are categorized into 5 groups by their functional meanings:
♦ Core Processes
The processes that can generate revenue for The Phoebe’s, including the basic lodging & accommodation process, other value-added service processes (refer to Table 7.3), and the Pet Limo process.
♦ Supporting Processes
The processes that can support the Core Processes, including the human resources process, the selling process, the finance process, the facility maintenance process, and the logistics processes such as procurement, contracting, and warehousing.
♦ Management Processes
The processes that are beyond the hotel daily operations but crucial to The Phoebe’s, including the hotel management process, the product development process, the quality system, and the marketing management process.
♦ Customer’s Interface Processes
The processes that are in the first line of the relationship between The Phoebe’s and its customers, including the web portal operation process, the phone inquiry process, the reservation process, and the check in/out process.
♦ Customer’s Loyalty Processes
The processes that manage customers’ loyalty to The Phoebe’s; including the Customer Relationship Management processes, the customized service process, and the Loyal Fan Club operation process.
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The Phoebe’s can be extraordinarily successful only if it is equipped with all the key success factors listed below:
♦ High quality, cost effectiveness and stable supply
Two major types of items The Phoebe’s supplies are dog food and dog
accessories. A strong relationship needs to be built between The Phoebe’s and the vendors which provide the highest quality dog food and accessories that fit the brand image and quality insistence of The Phoebe’s.
♦ Pioneer Branding Advantage
Branding is very important to The Phoebe’s since it positions itself as the first branded pet hotel island wide. Once the brand name is being established, the pioneer branding advantage will be a huge help for The Phoebe’s future success.
Management Processes
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♦ Target Audience Accessibility
The Phoebe’s is targeting the top 10% of customers for the area northern of Taichung at the initial stage. However, how to effectively and efficiently reach the target audience will be a very important factor with influence on whether The Phoebe’s can successfully penetrate into the target market or not.
♦ Market Differentiation
Unique market positioning comes with unique value differentiation. The unique value proposition and the value-added service programs of The Phoebe’s will help it stand out from the competition.
♦ Core Competence
In order to take the market leading position and make a sustainable success, The Phoebe’s must be equipped with the core competence that can not be replicated easily by competitors. Therefore, professionalism and knowledge with certificates on how to take care of dogs and how to run a hotel will be the key factors to stand out from the competitive companies which are mostly being operated by non professionals. From the technology point of view, the pet surveillance system using the video streaming and broadcasting
technologies is the core technology that should be obtained and continuously enhanced in The Phoebe’s. Lastly, The Phoebe’s will need to focus on the customer relationship management just like any other upscale hotels in order to meet their customer requirements and to improve customers’ satisfaction.
Development Roadmap
To make The Phoebe’s a company with continuous success; a development roadmap has been designed as the cooperation’s five-year objective:
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The development road map focuses on the four areas, including Branding, Business Expansion, Operation, and Capital Plan.
With the initial capital expenditure of NT$18 million, The Phoebe’s management team will invest NT$10 million while another NT$8 million will be obtained from other investors.
For the Branding roadmap, a strong CIS has to be established in the first two years of The Phoebe’s operation. An appropriate CIS will be a crucial factor for the future success on the establishment of the franchise system in year 3 and 4. With the franchise hotels being launched, the brand awareness of The Phoebe’s can be maximized
island-wide and brand equity of The Phoebe’s can be quickly accumulated.
To ensure that the franchise system can be successfully built up and sustained, a SOP6 for each defined business process needs to be set up in order to optimized the operation of The Phoebe’s and ensure the top quality services will be delivered to customers. By setting up SOP and successfully establishing the franchised system, The
6 SOP: Standard Operation Procedure
Year 1 ~ 2 Year 3 ~ 4 Year 5 and beyond
Capital Plan Total Capital NT$18M Kick-off IPO Process OM (10M) & OPM (8M)
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Phoebe’s is targeting to get the ISO qualification by year 3 and 4.
By year 5 onwards, The Phoebe’s will try to open up overseas market and establish branch hotels in two major cities in China, Shanghai and Beijing. With its booming trend of overseas traveling, China will be the first target overseas market for The Phoebe’s once the operation platform is established and operated in home market, Taiwan.
With the extra capital demand comes the planned overseas expansion, The Phoebe’s will start the IPO process in year 5, and plans to go IPO in year 7.
Terms & Conditions
Legal liability must be managed with extra attention in the pet hotel business.
Before checking in The Phoebe’s, owners should be aware of and follow the terms and conditions in order to assure that both side’s benefits are being well protected. The followings are the terms and conditions which will be posted on The Phoebe’s web portal and delivered to pet owners before they make reservations.
1. All vaccinations should be completed 4 weeks prior to boarding. Please bring in the certification upon arrival. Pet without vaccinations certification will be rejected for lodging.
2. All pets brought to us for boarding must not have a contagious disease or have been exposed to a contagious disease within the past month.
3. Pets that have physical impairments due to age or health conditions may not be accepted for boarding, please discuss your pets' difficulties with us prior to making your reservation.
4. The pet owner must provide us with any necessary medications for conditions being treated.
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5. All pets must be parasite free and have a clean, brush able, hair coat; any necessary treatments will be provided at a fee determined by your pet's condition.
6. Pets under the age of 4 months may not be accepted for boarding unless very specific criteria are met. Please ask.
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