Idea 1: A Nu Day (all inclusive Bed and Breakfast)

Vision In Jamaica, specifically Portmore, countless number of visitors stay with relatives and friends throughout the year, especially during the summer and Christmas holidays. Often time, space is an issue. The idea is to create new concept of bed and breakfast in Portmore by providing a facility that would compete with bed and breakfasts found in the tourist areas of the island and even the likes of a Pegasus or a Knutsford Court. This facility will cater to middle and upper class persons that are seeking out a different kind of experience from the traditional hotel that have become the norm for the industry. Some of the facilities and services to be offered include indoor pool, game rooms, lounges, a restaurant and bar, library, gym, spa and hair salon and garden area for recreational use, access to the beach and shuffle service. Breakfast and lunch would also be included in the package. This would be located in Hellshire where guests could also have a breathtaking view of the beach. Value Creation Proposition Moving away from ones home and familiar surroundings can be strenuous. Staying at an upscale and luxurious surrounding makes the move much more alluring. Visitors will be amazed at the great experience and high quality service coupled with the exquisite ambiance of the compound. It will provide a safe community filled with social opportunities, serenity and beautifully landscaped outdoor spaces in which to retreat. Significant Problem/Need Appropriate accommodation closer to Portmore is essentially in Kingston or Ocho Rios. The distance will take away from the time spent with loved ones. Additionally, these are often times costly. A Nu Day will provide an all inclusive feel at a relatively similar or less expensive price depending on the individual requirements. There is a need for this type of accommodation as persons are travelling frequently, whether for business or pleasure. Many persons want the privacy or the serenity at a cost effective price. This

venture would tap into this niche market by providing services in an upscale, reasonably priced accommodation facility. Is it important enough for a customer to pay a premium? When persons leave there homes for vacation, they go to a place expecting to feel wowed. Many persons are discriminating in the kind of service they require and are willing to pay premiums to access the required amenities. The services that our luxury bed and breakfast will provide, will be top notch above the services currently being offered in Jamaica by other bed and breakfast and hotels on similar levels. As such, this kind of venture if packaged and marketed properly can allow for a premium price to be attached to the service. Why does the opportunity exist now? There are always persons visiting friends and relative in the area, whether from overseas or other parts of the island. This results in a constant demand in the services that we are offering. Each month approximately 1200 visitors spend at least one week in Portmore. Many times, there is very limited space available and this takes away from the overall feel of what a vacation should feel like. As a result, this would be the best time to offer this type of service. Description of Concept and Entry Strategy The bed and breakfast will be strategically located in the beautiful Hellshire area. Our marketing campaign will be targeted at affluent population who wants their privacy and to relax in a comfortable, luxurious environment. There will be an aggressive marketing campaign mostly through televisions advertisement so as to build awareness of our facility. Effort will be made to form relations with the major corporate companies across Jamaica, which will enable us the opportunity to present to their employees informing them about our amenities. In addition strategically alliances will be formed with the airlines located in Kingston and well as various recreational areas.

Idea 2: Maid Services The Help

The vision of The Help will be aimed at providing residential cleaning services to middle and upper class neighborhoods. This will consist primarily of providing maid services, along with carpet cleaners, sofa cleaners, window cleaners and a variety of other cleaning services that might be required on a less-frequent basis. There will be no need for contractual agreements for residential customers. Whenever the need arises, a customer may call in to have a service person sent to their home. Value Creation Proposition Based on the current lifestyle and time constraints of our target market, the opportunity cost for these clients may be considered too great to spend time to clean their home. By carefully scrutinizing our employees, ensuring they are adequately trained, performing background checks and setting up schedules systems so that employees may be held accountable for their actions (theft); the value created for consumers will be the opportunity to reduce the problems of the loss associated with dishonest cleaning personnel, the unavailability of professional cleaning and unavailable cleaners when needed. Significant Problem/Need Currently the lifestyle of the family roles has changed. There is now very little families whose wives stay at home while the husband works. In todays society, both spouses enjoy full careers at times while even going to school. As a result of this, time restrictions do not allow families to tender to their homes, as they would like. This venture would assist greatly. Is it important enough for a customer to pay a premium? To many persons, housekeeping or cleaning services are symbols of an affluent lifestyle. While this service could attract a premium price the fact that our target market ranges middle to upper class households, the price mechanism will thus require a low price structure. This would be necessary to attract as many customers as possible in our effort to make the company viable. Hence the organizations objective will be based on acquiring a large volume based on a price that will be reasonable to consumers.

Why does the opportunity exist now? Currently, homeowners have the problems of acquiring cleaning services in a completely trustworthy, environmentally sound and professional manner. They have had to employ people in their homes with no knowledge of the person who is being hired other than the knowledge obtained from a basic interview. While the household faces risk associated with hiring cleaners, they are also bombarded with the dissatisfaction of homes not being clean properly. Description of Concept and Entry Strategy In order the ease the high fixed cost associated with an office location, the business initially will be home based. This money saved will be contributed to the promotional campaign aimed at building awareness of company. The advertising campaign will be based around the advantages of maintaining a clean home and working environment. We will aim at displaying showcases in hypermarkets such as Mega Mart and Pricemart.

Idea 3: Entertainment Complex The Alley

Vision In Jamaica the public holidays and nightlife are spent at the clubs, beaches, restaurant and/or casinos. The vision would be to provide an entertainment complex with a little more than is currently being offered in Jamaica all under one building. This complex will consist of a bowling alley, skating ring, rental area for parties, karaoke, casino, restaurant and bar. Value Creation Proposition The entertainment complex will seek to provide the value of a different entertainment experience. We will provide a state of the art facility where you can relax or be active and have fun as there is something for persons of all ages to do. For your party renting experience we offer you professional sound systems, lighting and DJ's with character. We offer personal consultation in order to find out about your party needs, guests, and requests. We offer Tailored Entertainment, as we believe every party is different: from background music for a family re-union to a 'Banging' 21st Birthday.

Significant Problem/Need The main problem that the company seeks to alleviate is the monotonous nightlife experienced by Jamaican and the lack of family experience that can be enjoyed by the entire family at once. Is it important enough for a customer to pay a premium? Entertainment is considered a luxury item, therefore unless the experience can be differentiated, a high price may turn persons away. The price charged for products and services offered will be set artificially low in order to gain acceptance and market share. Once this is achieved, the price will be increased. Taking into consideration the price elasticity of a luxury item, price changes will be carefully implemented.

Why does the opportunity exist now? Currently there are very little activities in the Kingston and Metropolitan Area for persons to do in terms of entertainment. The standard club hopping, sessions, and Acropolis is simply not enough. In order to have a varying level of experience in one night, patrons will find themselves driving to various locations. In addition there are very few locations where both children and adults can be sufficiently entertained at once. There is therefore a need for our entertainment complex, which will alleviate such grievances and combine varying entertainment experiences all under one roof. Description of Concept and Entry Strategy The plan facilitates the complex to be built in the Kingston and Metropolitan area. Considering the nature of this facility, the building will have to be constructed from scratch taking into consideration parking and entertainment needs. Awareness will be built through an aggressive advertising campaign which will be done mainly though radio and print media. Strategical alliances will also be formed with various promoters and schools so as to increase awareness.

Quick Screen for Idea 1: All Inclusive Bed and Breakfast: A Nu Day Market and Margin-Related Issues
Criterion Need/want/problem Higher Potential Identified Medium Potential Lower Potential Comments

Customers

Reachable and Receptive

Payback to users

Market Size

Market growth rate Gross margin

At least 2600 visitors per year who are able to afford the services. Minimum 30% year Between 35% and 55%

The market requires a luxury type of accommodation for visitors. Visitors who yearns for serenity, comfort and luxury. Approximately High start up cost 3 years associated with the amenities will result in a longer period for return on investment. Estimated market size based on the number of persons visiting the Portmore and surrounding areas. 1000 visitors per month. As time passes, the possibility exist that profit margin will be higher Large number of person visiting yearly from both local and overseas. With increase awareness margins will rise

Overall Potential: 1. Market 2. Margins Higher ___________Avg________________Lower Higher____________Avg_______________Lower

Competitive Advantages Criterion Fixed & Variable Costs Higher Potential Lower Potential Lowest-------------------------------------Highest 1 2 3 4 5 Comments High Fixed and variable cost as a result of the provision of amenities and upkeep. Price and cost will be determined by maintenance of facilities and demand.

Degree of Control Prices and Cost

Stronger-----------------------------------Weaker 1 2 3 4 5

Barriers to entry

Strong-----------------------------------------None 1 2 3 4 5

Proprietary advantage

Service chain

Contractual advantage

Contacts and networks

Overall Potential: 1. Costs 2. Channel 3. Barriers to entry 4. Timing

Competition will be low as this facility is one of a kind. However, the high cost to start up the facility may prove to be a barrier to entering the market Defensible----------------------------------_None Being a service 1 2 3 4 5 oriented venture there would be no proprietary advantage Strong edge-------------------------------No edge High potential for 1 2 3 4 5 service to be expanded to other parishes as well as other Caribbean locations. Exclusive-------------------------------------None Need exist for 1 2 3 4 5 contracts with potential clients Key access--------------------------------Limited Close contact with 1 2 3 4 5 clientele and service providers as well as recreational organization will prove advantageous. Despite high cost and Higher-----------_-----Avg----------------Lower a potentially competitive market, Higher----------------Avg------------------Lower the quality service provided along with Higher----------------Avg-----------------Lower product offering should give the Higher---------------Avg------------------Lower business a competitive edge in the market.

_Scaling using 1 5 with 5 being the lowest expect for fixed and variable cost criteria

Value Creation and Realization Issues Criterion Profit after tax Higher Potential 15%- 20% (durable) Lower Potential Comments The competition exist as there are persons who do not require the luxury and are willing to pay way less for an average accommodation. High fixed cost result in a longer time period to breakeven periods Highly dependent awareness and quality of institution. Positive ROI expected within 3-4 years. A strong tourist destination, generally good climate and qualified workers, create a strong strategic value for the venture. Can be converted into home rental. Relatively early mover in this industry and will provide overall value creation potential but less than average returns. Exit potential is slightly above average

Time to breakeven

Approximately 3 years

Time to positive cash flow ROI potential Between 35 and 55%

After 3 years

Value

High strategic value

Exit mechanism Overall Value Creation Potential: 1. Timing 2. Profit/free cash flow 3. Exit/liquidity

acquisition

Higher-----------------Avg---------------Lower Higher-----------------Avg---------------Lower Higher-----------------Avg---------------Lower

Overall Potential Criterion Margins and markets Go No Go Go, If Market has very high potential due to the ever increasing number of visitors and their purchasing power. Building competitive advantage on quality of service is critical. High value can be created based on location, climate and scenic beauty at a lower cost than other areas. Willing partners can be found to invest in the venture due to strong capitalization requirement. This venture has a strong risk reward balance since great potential exist with the number of persons requiring comfort at a low cost while vacationing. Very good.

Competitive advantages Value creation and realization

Fit: O + R + T

Risk-reward balance

Timing

Other compelling issues: must know or likely to fail a. Good location of bed and breakfast in order to ensure great product offering. b. Organization must be customer focus in order to succeed. c. Strong team of committed individuals to provide excellent service experience.

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