es but at a significantly lower price. We are also located closer to our target market.Cary Obrien’s-St. Charles: Cary Obrien’s is new to the industry. They have a lot of new clients and are comparatively priced. They offer many of the same services we will be offering and also have a full service hair salon. This is a major advantage for them. However, they are located in St. Charles, which is approximately 10 miles away. There is a lot of traffic during some of our peak hours of operation. Our target market lives in Maryland Heights and if they are currently clients at Cary Obrien’s, we feel that they would prefer not to deal with the traffic heading toward St. Charles.Marketing Organization Heather Deering, the owner, is the one primarily responsible for marketing activities. This is in addition to her other activities, and she does depend on some outside resources for mailings and graphic design work. Heather intends to delegate responsibilities for special event planning to Matt Deering.Personnel PlanThe personnel plan calls for a receptionist who will greet customers and receive payments for services and products. There will be one nail technician, three estheticians, and a massage therapist. Everyone but the receptionist will be contract workers, and will be paid a sliding commission scale based on the amount of revenue created.ConclusionLike any new ventures, there are many risks involved in opening a new business. Although a significant amount of market research supports the opening of the Endeering Day Spa, there will undoubtedly be obstacles to overcome in the near future. Heather and Matt Deering have dedicated a tremendous amount of time and effort in developing a product that meets the needs of their target market. They must not stop here. In order to be successful, they will need to continue market research and listen to the demands of their market. The industry is booming and with careful pl...
