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					Business plan for Acquanetta Entertainment Cruise                  by www.researchoptimizer.com




F or m o r e i n f o r m a t i o n p l e a s e c o n t a c t

e k a t e r i n a @ r es e a r c h o p t i m i z e r . c o m

www.r es earc hopt imizer.c om

+972549137013




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                                                                                                    S ec t i o n O n e

                                                                                        E xecu ti ve s u mmar y

A c q u a n e t t a E n t e r t a i n m e n t C r u i s e , L T D . ( A E C ) wi l l c r e a t e a q u a l i t y
wat er tr ip cru is e i n Mar in a B ay, S in g ap or e, t o s er ve t our ists c omi ng
to    Singapor e.           The      cr uis e      will    be      d es i g n    to    create        qualit y       tr ip
e x p e r i e n c e t o f a m i l i e s a n d c u s t o m e r s of m os t l y a l l a g e s . A E C w i l l
of f e r i t s c u s t o m e r s a n a t t r ac t i v e w a t e r e x p e r i e n c e f o r f a m i l i es a n d
in d i vi du als . R at es r an g e f r om S $ 50 .0 t o S $ 25 0. 0 f or a ni g ht p ar t y
c r u i s e . M a r k e t i n g wi l l i n c l u d e p r i n t a d v e r t i s i n g , a g g r e s s i v e i n t e r n e t
ads , t our agents and t hr ough hot els .


Start -up Cap ital E xpen ses:
Des cr ipt ion                                                  Cost, S $
Studie s an d Plan ning                                         25, 000
Init ial
Renovatio n                                                     50, 000
Furn ishings                                                    25, 000
Offi ce equ ip ment                                             15, 000
Main tenan ce equ ip ment                                       25, 000
Pre open ing expe nses                                          125,000
Total cos t




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                                                                                                    S ec t i o n T w o :

                                                                                      B u s i n e s s d es c r i p t i o n

2 . 1 . D es c r i p t i o n of t h e b u s i n es s

A c q u a n e t t a C r u i s e P t e L t d . wi l l b e f or m e d as a P r i v a t e L i m i t e d
C ompany in Singapor e.                         A c q u a n e t t a C r u i s e w i l l f oc u s on a t t r a c t i n g
the     t ouris ts      mainly        c oming           to     S ingapor e       f r om     A sian       c o u n t r i es .
L oc a t i o n w i l l b e M a r i n a S o u t h P i e r , S i n g a p o r e .

Acquanet t a          C ruis e       Pte        Ltd     will       pr ovi d e   c o n s i s t e n c y,   r el i ab i li t y,
s af et y , ef f i c i e n c y a n d v a l u e f o r m o n e y w h e n d e l i v e r i n g m e m o r a b l e
e x p e r i e n c e s . A c q u a n e t t a C r u i s e h as a n o p p o r t u n i t y t o d i s t i n g u i s h
i t s e l f b y p r o v i d i n g s p ec i a l e x p e r i e n c e s t h a t d e l i v e r h i g h l e v e l s of
s at i s f ac t i o n t o c u s t o m e r s .

T h e b u s i n es s wi l l of f e r :

     P a r t y p a c k a g e , of f er s n i g h t 4 h o u r s c r u i s e , w h i c h i n c l u d es :
         in t ern at i on al b uf f et, DJ on b o ar d, l i ve en t i tl emen t
     L u n c h p a c k a g e , i n t e r n a t i o n a l b u f f et l u n c h , l i v e e n t e r t a i n m e n t ,
         DJ on boar d
     Din ne r p a ck a ge , d an c e f l ow, men u di n er, mus ic an d 2 h ou rs
         cruis e
     W e d n e s d a y l u n c h , i n t e r n a t i o n a l b u f f et , 3 h o u r s c r u i s e w i t h D J
         on boar d, c omedy show
     Sun d ay Lu n ch Jaz z cr ui se , 3 hours cr uis e, c ool s ounds f r om
         the live J azz B and, live ent er t ainment




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     Private             p art ies,        help         or ganize         par t y      ac c o r d i n g     to     the
         c u s t o m e r s p r ef e r e n c es a n d a v a i l a b l e t i m e , l i v e m u s i c , D J , l i v e
         ent ert ainment
     Wedding                 cel ebr at io n,           live        ent ert ainment ,             DJ,        mus ic,
         o r g a n i z i n g c e r e m o n y ac c o r d i n g t o c u s t o m e r s p r ef e r e n c e s a n d
         tr adit ions

C a t e r i n g wi l l i n c l u d e :

      I n t e r n a t i o n a l b u f f et ( i n c l u d i n g v e g e t a r i a n a n d o r g a n i c o p t i o n s )
      B ever ages
      D es e r t s a n d p as t r i e s
      M e n u o f c u s t o m e r s ’ c h os e

2. 1. 2. S hip descr iption

Ship      wi ll    be     the     main        as s e t    of    the     business.           The      p u r p os e        of
A c q u a n e t t a w i l l b e t o p r o v i d e s h or t d i s t a n c e t o u r s , p a r t y t o u r s ,
w e d d i n g r e c e p t i o n s , c o r p or a t e e v e n t , t e a m b u i l d i n g an d i n c e n t i v e
pr og r ams .        B as e d      on      the      ab o ve        aspects ,         the      s e ar c h      ar ound
a d v e r t i s e m e n t s w a s c o n d u c t e d a n d f i n a l d ec i s i o n w a s m a d e . T h e
c om p a n y w i l l p u r c h a s e e n t e r t a i n m e n t c r u i s er , t h e p i c t u r es i l l u s t r a t e d
i n F i g u r e 1 . F i g u r e 2 s h o ws t h e l a y o u t of t h e c r u i s e r . A p p e n d ix 1
i l l u s t r a t e s p e r s o n a l c o r r e s p o n d e n t s w i t h t h e o w n e r of t h e c r u i s e r
a b o u t s h i p d e t a i l s ; A p p e n d i x 2 p r o v i d es f u r t h e r c r u i s e r d e s c r i p t i o n .

Fig ur e 2 En ter tain men t cru i ser




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  Business plan for Acquanetta Entertainment Cruise         by www.researchoptimizer.com




   Source: personal correspondence with the owner via em a i l s




Source: personal correspondence with the owner via em a i l s




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Business plan for Acquanetta Entertainment Cruise        by www.researchoptimizer.com




 Source: personal correspondence with the owner via em a i l s




Fig ur e 3 L ayou t of th e cr ui ser




 Source: personal correspondence with the owner via em a i l s


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2 . 2 . I n d u s t r y b ac k g r o u n d

C r u i s e i n d u s t r y i s j u s t a s m a l l s e g m e n t of t h e v a c a t i o n i n d u s t r y ,
w h i c h i s i t s e l f a s m a l l p a r t of l e i s u r e i n d u s t r y . T h e c r u i s e i n d u s t r y i s
f as t   gr owing          i nd ustr y,      b ef o r e   1818s      oc ean - vess el          wer e         primar y
c on c e r n e d w i t h c a r g o r a t h e r t h a n p a s s e n g e r s . I n 1 8 1 8 s B l ac k B a l l
L i n e o f f er e d r e g u l a r l y s c h e d u l e d s e r v i c e s t o t h e i r p as s en g e r s . I n t h e
ear ly     beginning            of   1990s          cruis e     l i n es   wer e      alr ead y         pr o vi di n g
d i f f er e n t f ac i l i t i e s a n d i n t e r n m e n t o n b o a r d , b u t t h i s b ec a m e n o t
e n o u g h t o s at i s f y c u s t o m e r s ’ n e e d s . P e o p l e w a n t e d n o t j u s t t r a v e l
bu t als o t o e xp l or e f or ei gn c ou n tri es an d cu lt ur es. I n 11 9 6 S il ver s ea
i n v e n t e d n e w p r o g r a m s w h i c h w e r e of f e r i n g c u s t o m e r s t o e x p l o r e
g e o g r a p h y , c u l t u r e a n d t r a d i t i o n s of ot h e r c o u n t r i es . H o w e v e r , n o t
a l l p e o p l e c o u l d af f o r d t h o s e t r i p s ; t h i s f ac t h as c r e a t e d a g r o w i n g
m a r k e t f o r s m a l l c r u i s e l i n es as w e l l a s g a v e o p p o r t u n i t i e s f o r t h e
ri ver    c r u i s es .    A ppendix          3   illustr at es     the     d e vel op men t           of     cruis e
industr y in the wor ld.

C u r r e n t l y , c r u i s es b ec a m e a n a t t r ac t i o n r a t h e r t h a n t h e g e o g r a p h i c
c r u i s e d es t i n a t i o n s . B o t h s e a a n d e n t e r t a i n m e n t c r u i s e i n d u s t r i es
h as s e e n a s i g n i f i c a n t g r o w t h o v e r t i m e a n d t h e y a r e e x p e c t e d t o
g r o w f u r t h e r . T h e c r u i s e m a r k e t i s c h a r a c t e r i z e d b y e xc e l l e n t v a l u e
pr oposition,          wide       appeal,          high    r at e    of    g u es t     s a t i s f ac t i o n ,   and
p os i t i v e s u p p l y v s . d e m a n d b a l a n c e .

S i n g a p o r e ’ c r u i s e i n d u s t r y h as a f as t g r o w t h a n d a g r e a t p o t e n t i a l . I n
20 0 6 S in g ap or e welc omed 35 ,4 4 8 cru is e vis it ors f r om Eu r op e. B y
20 1 5, Si n g ap or e p l ans t o i n vest ar ou n d S $ 30 b il l i on in t ou ris m i n
o r d e r t o ac h i e v e a 1 7 m i l l i o n i n v i s i t o r ar r i v a l s . I n 2 0 0 9 S i n g a p o r e
m a d e a n a g r e e m e n t w i t h C o s t a C r u i s es l i n e s , w h i c h d o u b l e d t h e
n u m b e r of v i s i t o r s t o S i n g a p o r e . S i n g a p o r e ’ e n t e r t a i n m e n t c r u i s es




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als o h ave a gr e at gr owt h d ur i ng t h e l ast ye ars, h ow e ver th is gr owt h
r ef er s t o l o n g t r i p b y t h e r i v e r , w h i l e s e g m e n t w h i c h r e p r es e n t s s h or t
e n t e r t a i n m e n t r i v e r a n d s e a c r u i s es a n d c r u i s e e n t e r t a i n m e n t s t i l l i s
n o t f u l l y d e v e l o p e d a n d h as a g r e a t p o t e n t i a l .

2. 2. 1 Major industr y players

Cruis e       indust r y       dominat ed           by     t hr ee     major        c o m p a n i es      namel y
C ar n i v a l , R o y a l C a r i b b e a n a n d S t a r C r u is e , w h ic h c o n t r o l 3 5 % o f
c r u is e s h i p s a n d 6 8 % o f b e r t h s ( ) . F i g u r e 4 i l l u s t r a t e s m a j o r s e a a n d
ri ver cr uis e p l ayers wor l d wid e an d in S in g ap or e.

Fig ur e 4 M aj or In d ust ry P layer s


Compa ny na me                          Indust ry se cto r (sea,                Do minated a rea
                                        river )


Carn ival                               S ea                                    W or l d w i d e , S i n g a p o r e


Royal Ca r ibbean                       S ea                                    W or l d w i d e


Star Cruise                             S ea                                    W or l d w i d e , S i n g a p o r e


Nor we gia n C ru ise                   S ea                                    W or l d w i d e
Line s


Viking R iver Cru ise s                 Ri ver                                  Eur ope


CIE R iver Cr uises                     Ri ver                                  Eur ope



2 . 2 . 2 . S e g m e n t a t i o n of t h e i n d u s t r y

G en e r a l l y , c r u i s e i n d u s t r y c a n b e d i v i d e d i n t o s e a a n d r i v e r c r u i s e s .
B oth c an b e f urt h er di vi d ed i nt o f our s eg men ts b as ed on sp ecif ic




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c h ar a c t e r i s t i c s   that   describe       the     on - boar d       l i f es t y l e   and    over all
v ac a t i o n e x p e r i e n c e . F i g u r e 6 s h o ws t h e m a i n s e g m e n t s                of t h e
in d ustr y.

Figure 6 Segmentation of the Cruise Industry
First class                              Mass market lines,                 Large ships, capacity 2000-
                                         resort-style vacations,            3500 people, small cabins,
                                         destinations that are              3-7 nights, key word-
                                         affordable to majority             quantity
                                         of travelers
Premium class                            Mass market lines,                 Medium ships, capacity-
                                         resort-style vacations,            1500-2000 people, large
                                         destinations that are              cabins, key word- quality
                                         affordable to majority
                                         of travelers
Luxury class                             High level of quality,             Small ships, capacity 300-
                                         personalized service,              800 people, huge cabins or
                                         opportunity to travel              suites, 5-6 stars services,
                                         to exotic destinations             key word- exclusivity
Specialty cruise                         Focus on a destination             Very small ships, capacity-
                                         niche or special style             100-300 people, key word-
                                         of cruising, such as               adventure
                                         river cruising
Source: Adopted by an author from http://www.cruise4lovers.com/page/5046 -
Cruise%20Line%20Market%20Segmentation
2. 3. Missi on

I t i s n o t a b o u t t h e w a v e s o r t h e s p e e d of t h e s h i p ; i t i s n o t a b o u t t h e
s ou n d of t h e m u s i c or e n t e r t a i n m e n t p r o v i d e d . I t i s a b o u t t h e p e o p l e!
A n d i t i s a b o u t t h e t a k i n g p e o p l e t o t h e n e x t l e v e l of f u n a n d
ent ert ainmen t.

A c q u a n e t t a C r u i s e c o r e t as k i s b as e d o n u n d e r s t a n d i n g of t h e c o r e
c u s t o m e r s a n d p r o v i d e t h e h i g h e s t l e v e l of e v e n t p l a n n i n g . T h e
m i s s i o n of A c q u a n e t t a C r u i s e i s t o c r e a t e a n e n v i r o n m e n t t h a t wi l l
s at i s f y e x p e c t a t i o n s of c u s t o m e r s a n d t h e i r c h a n g i n g t a s t es . I n o r d e r
t o s atisf y t his goal, t he c ompan y will c ontinually devel op r es pons e t o
the c ust omers ’ ent er t ainment needs .




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2 . 4 . K e ys t o s u c c es s

     Fo cu s on at tract in g t our ists. T he c ompany will                                             f oc u s o n
        d es i g n a n d e n t e r t a i n m e n t t h a t h a v e m a s s a p p e a l t o t o u r i s t s
     Ex c ept io na l se rv ic e. T h e c omp an y wil l pr o vi d e h i gh q u al it y
        s er v i c e       t hat      leaves        i m p r es s i o n      and           keep          c on s i s t e n t
        e n t e r t a i n m e n t a t m o s p h e r e as w e l l a s c r e a t e a n d s u s t a i n t h e
        h i g h es t l e v e l of c o n s u m e r s a t i s f ac t i o n
     Penetrate                the     mar ket.       The         c ompany          will      of f er      d i f f er e n t
        p r o m o t i o n , m a k e c o n t r ac t s an d g o o d r e l a t i o n s wi t h h o t e l s a n d
        t our oper at ors.
     M anag in g fi nan ces an d cash fl o w to su pp ort capi tal gro wth .
        The        c ompany           will   ac h i e v e     c apit al          gr owt h      t hr ough          c as h
        m a n a g e m e n t b y u s i n g b a n k ac c o u n t o n l i n e t o c l o s e l y m o n i t o r
        t r a n s ac t i o n s a n d f e e s as w e l l as n e g o t i a t e f or t h e b e s t p o s s i b l e
        c on d i t i o n s w i t h b a n k s a n d s u p p l i e r s . A d d i t i o n a l l y , t h e c o m p a n y
        w i l l u s e r e s o u r c e a l l oc a t i o n b y d e v e l o p i n g c a p i t a l b u d g e t f or
        l o n g t e r m . T h e c o m p a n y w i l l c h o o s e c a p i t a l i n v es t m e n t s w h i c h
        ar e     likely        to    ear n   the     highest         r eturns        in     the     long         t er m,
        c on s i d e r i n g    the     disc ount ed         c ash       f low    and       other        impor t ant
        f ac t o r s .
     Stri ct co ntr ol of al l th e co st s.                            T h e c o m p a n y w i l l as s u r e
        qualit y         c ontr ol    and    c ust omer           s er vic e      while       man aging             and
        c on t r o l l i n g c o s t s . T h e f i x e d a n d v a r i a b l e c os t w i l l b e r e d u c e d
        w h e r e p o s s i b l e t h r o u g h i n v e n t o r y r e d u c t i o n , s o m e s e r v i c es w i l l
        be      s u b c o n t r ac t e d ,   and     equipment              which          will    be        needed
        o c c as i o n a l l y w i l l b e r e n t e d , n o t p u r c h a s e d . T h e t r a i n i n g f or
        p e r s o n n e l w i l l b e p r o v i d e d i n t h e p r o p e r u s e of e q u i p m e n t i n
        o r d e r t o a v o i d d a m a g e a n d t h e c o s t s of r e p l a c e m e n t o r r e p a i r .
     C o n s i d e r e m p l o y e e s a s a n a s s e t . I n c e n t i v e s wi l l b e p r o v i d e d
        to     emp l o ye es,         s alar y     will      be      b as e d      on       pr od uc ti vi t y,       so




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        e m p l o y e e w i l l f e e l m o r e i n v o l v e d a s w e l l a s c o m p a n y g o a l s wi l l
        b e ac h i e v e d .
     T i m e m a n a g e m e n t . T h e j o b of e a c h e m p l o y e e wi l l b e a n a l y z e d
        an d d ai l y p l an of act i ons wi ll b e d e vel op ed .

2. 5. Ob j ect i ves an d g oals

     T o c r e a t e a s e r v i c e - b as e d c o m p a n y
     T o d e v e l o p a s u s t a i n a b l e , p r of i t a b l e s t a r t - u p b u s i n es s
     C a p i t a l i z e o n e x c e l l e n t s er v i c e s a n d c a p ac i t y s t a r t i n g f r o m t h e
        f irst ye ar
     M a i n t a i n t i g h t c o s t s c o n t r o l , c as h f l o w a n d o p e r a t i o n s t h r o u g h
        aut omat ed c omput er c ontr ol
     E xc e e d        S $1     mi ll i on      in     annual       by     the    t hird    ye ar    of     plan
        implement at ion
     Achieve c ust omer aw ar eness
     Gr ow h i gh hu man r es ourc e d e vel op men t an d t r ai ni n g
     E xp an d s er vic es i n 2 year s’ t i me
     D evel op su p pl i er r el at i ons hi ps
     Impr ove or ganizat ion str uct ur e
2 . 6 . P o t e n t i a l of t h e b u s i n es s

T he gener al gr owt h in t he c ruis e indust r y as well as in ent ert ainment
i n d u s t r y h a s a d ec l i n e i n 2 0 0 9 d u e t o e c o n o m y d o w n t u r n , h o w e v e r i t
is r ec over in g gr ad u al l y an d e xp ect ed t o p ic k u p ver y s oon ( ) .

T h e g r o w t h of t h e A c q u a n e t t a b u s i n e s s wi l l d e p e n d o n t h e t o u r i s t s ’
a r r i v a l s as w e l l as o n c o m p a n y a t t r a c t i v e n e s s . C u r r e n t l y , t o u r i s m i s
one     of    the     largest         s er vic e      s ec t o r s   in    S ingapor e      ().   Singapor e’
g over n men t c ont in u ous l y i n vest i ng in t ou r ism in d ustr y, b y 2 01 5 i t is
p l a n n e d t o t r i p l e t h e n u m b e r of t o u r i s t s . W i t h t h e g r o w t h of t o u r i s m
industr y       the     n u mb er       of    pot ent ial        c ust om ers      f or   the     Ac quan et t a
Cruis e       Pte     Ltd      will      als o        gr ow.     A dditional       advant age         f or    the




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A c q u a n e t t a g r o w t h i s l oc a t i o n . T h e v e s s e l w i l l b e l oc a t e d i n M a r i n a
R es e r v o i r a n d t h e t r i p wi l l s t a r t s f r o m M a r i n a S o u t h P i e r . M a r i n a
R es e r v o i r i s s t r a t e g i c a l l y l oc a t e d t e r m i n a l , l o c a t e d i n S i n g a p o r e ’ s
f inanc ial hub, surr ounded by leis ur e and ent ert ainment attr act ions ,
which give a pot ential f or t he c ompany t o at tr act mor e t ouris ts and
b y t h e f i r s t y e a r u t i l i z e t h e f u l l c a p a c i t y of t h e s h i p .

B y t h e ye ar t wo Acq u an et t a C ru is e t ar g ets t o b e t h e n u mb er on e d a y
e n t e r t a i n m e n t c r u i s e r , b y m a k i n g g o o d r e l a t i o n s wi t h h o t e l s w h i c h i s
n e a r t h e M a r i n a S o u t h P i e r , a s w e l l as h o t e l s l oc a t e d i n S e n t o s a a n d
i n t h e c i t y . A d d i t i o n a l l y , c o m p a n y w i l l p a y a t t e n t i o n o n t o u r a g e n c i es
a n d o n l i n e a n d of f l i n e a d v e r t i s e m e n t s . T h e c r u i s e d e s t i n a t i o n s w i l l
b e i n c r e a s e d t o t h e n e a r es t i s l a n d s , a l s o v a r i e t y o f p ac k a g e s an d
en ti tl em en t pr og r ams wil l b e d evel op ed .

B y t h e ye ar th r ee c omp an y pl an n i ng t o c over al l t h e i ni ti al exp ens es
and      st ar t      to    s a ve     money         f or     f ur t her     exp an d i n g .     Ad d it i on al l y,
A c q u a n e t t a w i l l s e a r c h f or o p p o r t u n i t i es t o m a k e i t b u s i n es s m o r e
en vi r on men t al l y f r i en dl y.




2 . 7 . U n i q u e n e s s of t h e s e r v i c e

Acquanet t a            C ruis e      r epr es ents          a        unique      oppor t unit y       f or       new
e x p e r i e n c e s o n t h e b o a r d of e n t e r t a i n m e n t c r u i s e r . T h e d e v e l o p m e n t ’
l oc a t i o n a n d l ac k of d i r e c t c o m p e t i t o r s a r e m a j o r a d v a n t a g e s t o t h i s
pr oject .      The        c ompany          will     specialize           on     onboar d        par ties        and
ent ert ainment            wit h      longer        hours        of    oper at ion       t han    c ompet it ors.
S er v i c es      w i l l f oc u s   on     you n g t r avel ers            as    well      as   on f ami li es.
S er v i c es wh i c h d i f f er e n t i a t e A c q u a n e t t a C r u i s e f r o m c o m p e t i t o r s :

     Live music
     E n t er t a i n m e n t p r o g r a m s




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      C omedy s how
      D anc e on board
      D es i g n of t h e s h i p
      V ar i e t y of p ac k a g e s




                                                                                    Secti o n T hr ee:

                                                                                    M arket in g pl an

3. 1. A n al yzi n g th e Mar k et

T h e d e v e l o p m e n t of A c q u a n e t t a w i l l d e p e n d o n n u m b e r of t o u r i s t s ’
arr i val s t o Si n g ap or e, o ver al l en t ert ai n men t cr uis e’ i nd ust r y g r owt h
in    S ingapor e       as     well     as     on     Acquanet t a’         mar ket ing       s tr at egy .
A c c or d i n g t o t h e d a t a f r o m t h e S i n g a p o r e A n n u a l R e p o r t o n T o u r i s m
St at is tics, i n ye ar 2 01 0 Si n g ap or e h as in vest ed S $5 00 mi ll i on in t o
c r u i s e a n d f er r y t e r m i n a l s i n t h e S o u t h M ar i n a . B a s e d o n t h e s a m e




                                                    13
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s t at i s t i c s r e p o r t , S i n g a p o r e r e g i s t e r e d a 1 7 . 6 p e r c en t g r o w t h of
vis it or ar ri vals i n J an u ar y 20 1 0.                  F i g u r e 7 i l l u s t r a t es t h e v i s i t o r
arr i val s    t o S ingapor e            f r om   2009 t o 2010.             I n J anuar y 2010 t he
n u m b e r of t o u r i s t s i n S i n g a p o r e r e a c h e d 9 0 8 , 0 0 0 , w h i c h 1 7 . 6 1 p e r
c en t m o r e c o m p a r i n g t o J a n u a r y 2 0 0 9 .
F i g u r e 8 i l l u s t r a t e s t h a t m a i n c o u n t r i es of a r r i v a l s a r e I n d o n e s i a ,
Ch in a, A ustr al i a, M al a ysi a an d In d i a; t h es e n u mb e r s wi ll f u rt h er
r ef l ec t t h e t a r g e t m a r k e t f or A c q u a n e t t a .


Figure 7 Visitor arrivals to Singapore

   ’000
                  Visitor arrrivals to Singapore, Jan 09 to jan 10
  1200
                                                                                                       972
  1000                                                                                                         908
                                                              882      845            845
                            791                                              799              830
           772                      779              750
   800              690                      726

   600

   400

   200

     0
           Jan      Feb     Mar     Apr      May     Jun      Jul      Aug   Sep      Oct     Nov      Dec     Jan
         Visitor Arrivals by country, January 2010
Figure 82009                                                                                              2010


 Source: Adopted by the author from Tourism Focus 2010 (ISSN 0219-4112) Singapore Tourism
 Board




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                 174
                              Visitor Arrivals by country, January 2010
       180
       160
       140
       120
                         99
       100                       90

         80                             68
                                                 57
         60                                            45
                                                            39     38     36     33
         40                                                                                25
                                                                                                  19    19    18     16
         20
          0




   Source: Adopted by an author from Tourism Focus 2010 (ISSN 0219-4112), Singapore Tourism
   Board

A c c or d i n g t o A n n u a l R e p o r t o n T o u r i s m S t a t i s t i c s i n 2 0 0 9 t o u r i s t s
spend on sights eeing and ent ert ainment S $160 millions, whic h is
+ 4 3 . 1 p e r c e n t as c o m p a r e t o 2 0 0 8 .

3 . 2 . T ar g e t m a r k e t

A p p e n d ix 4 i l l u s t r a t e s q u es t i o n n a i r e a n d i t s d e s i g n , w h i c h w a s m a d e
i n o r d e r t o a n a l y z e p o t e n t i a l t a r g e t m a r k e t of A c q u a n e t t a . A c c or d i n g
t o Appendix 4, 210 quest ionnair es wer e dis tribut ed, f r om whic h 170
wer e         f illed.        A p p e n d ix 5        shows      an al ys is          of        dat a    f r om     the
q u e s t i o n n a i r e . B as e d o n t h e t o u r i s t s ’ s t a t i s t i c s a n d q u e s t i o n n a i r e t h e
m a r k e t s e g m e n t f or A c q u a n e t t a i s t h e f o l l o w i n g :

Mar ket s egments :

G e o g r a p h ic : P o t e n t i a l c u s t o m e r s a r e v i s i t o r s f r o m A s i a n c o u n t r i es a s
w e l l as f r o m A u s t r a l i a , U S a n d U K . T h e r e l o c a t i o n i n S i n g a p o r e m a y




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b e d i v e r s e , h o w e v e r i n i t i a l l y A c q u a n e t t a wi l l t h e m a k e ac c e n t o n
t ar g e t i n g t h os e w h o s e l oc a t i o n n e a r t o M a r i n a P i e r .

D e m o g r a p h ic :

F igure 9       i l l u s t r a t es      dem ogr aphic                     char act er ist ics                   of        pot ential
cust omers ;         F igur e10              out lines             the         t ot al       mar ket             p ot e n t i a l        f or
Acquanet t a’ cr us e.

Fig ur e 9 Demogr aphi c pr ofi l es o f p ot en ti al con su mer s

Age                         Seniors, Baby-boom ers, young m arried couples, fam ilies w ith kids
                            around 6- 15 ye ars old, and singles of all ages


Gen der                     B o t h s e xe s w i l l b e t a r g e t e d w i t h a s l i g h t l y s k e w f o r f e m a l e s

Material status             Young fam i l i es wi l l be targeted for the w hol e pac k ages
                            Mature fam ilies for the day tim e cru ises

                            S i n g l e s f em a l e , a g e c a t e g o ry 1 8 -3 5 f o r a l l p a c k a g e s

                            S i n g l e m al e a l l a g e c a t e g o ry m a i n l y f o r t h e e ve n i n g a n d n i g h t p a c k a g e s

Gen der                     M a r k e t a c t i vi t i e s w i l l b e m o s t l y f o c u s o n f e m a l e s , w h o s e p r e f e r e n c e s
                            w ill further influenc e fam ily dec is ion, as w ell as attrac t s ingle m ale

Income                      M a r k e t i n g a c t i vi t i e s w i l l a p p e a r t o t h e m i d d l e i n c o m e a n d t h o s e s l i g h t l y
                            a b o ve m i d d l e i n c o m e b r a c k e t

Occu pati on                W h i t e - c o l l a r w o r k e r s , y o u n g p r o f e s s i o n a l s , h o u s e w i ve s , s t u d e n t s

Educati on                  H i g h s c h o o l g r a d u a t e s , U n i ve r s i t y    de g ree


Source: this study




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Fig ur e 10 Tot al market p ot ent i al

                                   Potencial customers

                                                               25%
                                    45%

                                                                 20%
                                                    10%




           Young families        Groups of young people              Mature families        Singles

      Source: created by an author


A c q u a n e t t a ’ m a r k e t ac t i v i t i es wi l l b e f oc u s e d o n r e a c h i n g t o u r i s t s
c om i n g f r o m A s i a n c o u n t r i es a g e c a t e g o r y 1 8 t o 3 5 a n d t h o s e w h o
c om e f r o m E u r o p e a n c o u n t r i es , A u s t r a l i a a n d U S a g e c at e g o r y 3 6 t o
45. Mar ket r es earc h has shown that thes e ar e t he c ust omer gr oups
t h a t a r e m o r e l i k e l y t o u s e c r u i s e e n t e r t a i n m e n t s e r v i c es .    C ompan y
c on s u m p t i o n m o s t l y d e p e n d s o n e d u c a t i o n l e v e l a n d oc c u p a t i o n ,
b ec a u s e t h es e f ac t o r s r ef l ec t i n c o m e c a t e g o r i e s a n d l i f e s t y l e .

3. 3. Market size

Acq u an et t a h a ve a g r eat ch anc e t o b e th e f i rst cr uis e r i n S i ng ap or e,
pr ovi d i n g ent er t ai n men t, disc o an d b uf f et at onc e on t h e b oar d at
af f o r d a b l e p r i c es . T h e i d e a of e n t e r t a i n m e n t c r u i s e r h a s p r o v e n t o b e
a w i n n i n g c o n c e p t i n o t h e r m a r k e t s , s u c h as i n T h a i l a n d , V i e t n a m ,
B ali, U S, Eur ope and Russ ia. T he main c ust omers will be t our ist s.
Si ng ap or e’ s t op vis it or - g en er at i n g mar kets i n 20 1 0 i l lust r at ed i n
F i g u r e 1 1 . T h e s e f i v e c o u n t i es r e p r es e n t 5 1 % of t o t a l v i s i t o r s .




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Fig ur e 11 To p vi si tor - g eneratin g mar kets
                                                                    Statistics
  Country of               P op u l at i on f o r        E s t im at ed r e s i d en t       E s t im at ed n u m b e r o f
     arrivals                      2010                  p op u l at i on f or 2 0 1 1       t r a v el er s t o
                                                                                             S i n g ap o r e
Ma l a ysia             28,274,729                       28,728,607                          77,000
Indonesia               242,968,342                      245,613,043                         163,000
China                   1,348,101,350                    1,400,000,000                       92,000
In d ia                 1,184,090,490                    1,200,000,000                       73,000
Australia               22,403,692                       22,578,343                          70,000

Source: adopted from http://geography.about.com/od/obtainpopulationdata/a/indiapopulation.htm ;
http://www.prb.org/pdf07/futurepopulationofindia.pdf; http://www.geohive.com/;
http://www.app.com.pk/en_/index.php?option=com_content&task=view&id=108179&Itemid=2
http://www.singstat.gov.sg/pubn/referen ce/sif2010.pdf

3. 4. Shar e of t he Mar ket
A c q u a n e t t a c r u i s e m a i n g o a l i s t o c r e a t e s u s t a i n a b l e , p r of i t a b l e
s t ar t - u p b u s i n e s s a n d e x p a n d s e r v i c e s i n 2 y e a r s t i m e t h e s e c a n b e
d o n e v i a q u a n t i t y of        p a yi n g cl i en ts       whic h c ompany planning t o
a t t r ac t .

F i g u r e 1 2 s h o ws c u s t o m e r s p o t e n t i a l g r o w t h es t i m a t e d b a s e d o n
sur ve y         c onduct ed      using        m os t     pessimist ic          st at istics.       Figur e          13
p r es e n t s d a t a b as e d o n m o r e o p t i m i s t i c n u m b e r s .           T he f urt her dat a
a n d s a l es p r e d i c t i o n w i l l b e d o n e b a s e d o n p e s s i m i s t i c p r e d i c t i o n s .

Figure 12 Customers potential growth (Pessimistic view)

Potential customers                           Growth          Year1       Year 2         Year 3     Year 4         Year 5
Party package                                       5%         14,600     15,330         16,097     16,901         17,746
Lunch package                                       2%          6,000     6,120          6,242      6,367          6,495
Dinner Package                                      2%          3,650     3,723          3,797      3,873          3,950
Wednesday Lunch package                             3%           12          12             12         13             13
Sunday Lunch Jazz cruise                            3%          7,300      7,519          7,744      7,977          8,216
Private parties                                     3%           10          10             13         13             14
Wedding celebrations                              2%             12          12            12         13             13
Total                                           2.29%          31,574      32,726        33,917     35,157         36,447

       Source: created by an author using data from the current study



                                                         18
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Figure 13 Customers potential growth (Optimistic view)

Potential customers                            Growth            Year1       Year 2      Year 3      Year 4        Year 5
Party package*                                     5%            25,550      26,827      28,169      29,577        31,056
Lunch package**                                    5%            18,250      19,162      20,120      21,126        22,182
Dinner Package*                                    5%            25,550      26,827      28,169      29,577        31,056
Wednesday Lunch package**                          5%            18,250      19,162      20,120      21,126        22,182
Sunday Lunch Jazz cruise*                          5%            25,550      26,827      28,169      29,577        31,056
Private parties                                    5%              120         126         132         139           146
Wedding celebrations                               5%               60          63          66          69            73
Total                                              5%            113,330     118,996     124,946     131,193       137,753
              *Calculations made using 70% of cruiser capacity for evening time and weekends
              ** Calculations made using 50 % of ship capacity

Source: created by an author using data from the current study




3. 5. S it u ati on al an al ysis an d tr en ds

A d v e n t u r e c r u i s e m a r k e t i s p o i s e d f or g r o w t h . O n e of t h e r e as o n s f or
this      gr owt h        is    inc r easing            a p p r ec i a t i o n   f or    s hort       t ours       and
e n t e r t a i n m e n t . T h e p o p u l a r i t y of t h e c r u i s e l e i s u r e s ec t or w i l l d e p e n d
o n n u m b e r of a r r i v i n g t o u r i s t s , t h e i r l i f e s t y l e , ec o n o m i c h e a l t h i n
S i n g a p o r e a s w e l l as e c o n o m i c h e a l t h o f v i s i t o r s ’ c o u n t r i es . I n o r d e r
f or c o m p a n i e s t o a t t r ac t p o t e n t i a l c u s t o m e r s o n b o a r of t h e i r s h i p ,
man ag em en t s h ou ld f ol l ow n ew t r en ds i n t h e i n dus tr y. T h e c urr en t
s i t u a t i o n i n t h e i n d u s t r y i s a l r e a d y c h a n g i n g b y a n i n f l u e n c e of
tr ends:         the      p as s e n g e r s     ar e       get t ing       younger,          ships        smaller ,
d es t i n a t i o n s   b ec o m i n g m o r e u n u s u a l .             C u r r e n t l y m a j o r i t y of   big
cruis e s hips            ar e r epl ac ed by s mall ships                        and      ya chts,       als o    the
d es t i n a t i o n s v a r y f r o m d o m e s t i c r i v e r s t r i p s t o p l a c es l i k e A n t a r c t i c a .
A c c or d i n g t o A w K a h P e n g ( 2 0 1 0 ) , n e w t r e n d s c o m i n g i n d i n i n g
e xp er i enc es on b oar d , such as ‘F r eest yl e C ru isi n g’ , wh er e c ust omers
d o n o t r e q u i r e d r e s s c od e a n d n o s t r i c t s er v i n g s c h e d u l e s , s o m e
c om p a n i e s e v e n o f f er c o o k i n g s c h o o l c r u i s es ( ) .




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E n t er t a i n m e n t    cruis e s hips          ar e s m a l l e r       version        of    cruis e s hips,
l i m i t e d i n n u m b e r of o n b o a r d f u t u r e s a n d a m e n i t i e s . H o w e v e r , i n t w o
l as t   ye ar          ent ert ainment         c r u i s es    and        day     tr ips        have       a     major
e xp ans i on           boom.        P opular       t r ends        in     ent er t ainment           c ruis e         ar e
a c t i v i t i es , a d v e n t u r e a n d t h e b i g g es t t r e n d i s t h e c o n t i n u e d e v o l u t i o n
i n s h i p d e s i g n , s u c h as s w i m m i n g p o o l o n b o a r d of d a y e n t e r t a i n m e n t
cruis er .       M o r e o v e r , c u r r e n t l y m a j o r i t y of e n t e r t a i n m e n t c r u i s es h a v e
l a n d - t o u r s a n d on b o a r d e n t e r t a i n m e n t . A n o t h e r t r e n d t o c on s i d e r i s
f u el s u p p l e m e n t s . D u r i n g l as t 2 y e a r s t h e r e w e r e a l o t of n e w
p o l i c i es d u e t o t h e i n c r e as e i n o i l p r i c es , w h i c h l e a d e d t o d r o p i n
s u p p l e m e n t s f o r c r u i s e s . M o r e o v e r , t h e b o o k i n g p a t t er n s h o u l d b e
c on s i d e r e d , s u c h as b o o k i n g o n l i n e a n d j u s t a t t h e l a s t m o m e n t . T h e
impor t ant        t r end      in   the    indus tr y         is    ‘going      Gr een’;         by t aking           an
a d v a n t a g e s of n e w t e c h n o l o g y v e s s e l s b ec o m i n g e n v i r o n m e n t a l l y -
f ri end l y,     c o m p a n i es     us e      ad van c ed          w as t e w a t e r    p u r i f i c at i o n ,   air
emission           r eduction,         LED       light i ng,        s olar   pow er ,       energy           ef f icient
windows,           wat er       pollution         educ at ion            pr og r ams       an d     many           ot her
en vi r on men t al l y- f ri en d l y i n it i ati ves.

Mar ket needs

Acq u an et t a wi ll pr o vi d e c ust omers wi th en t er t ai n ment tr ips f or t h e
client          wit h      aver age         and       above
                                                                         * Hard adventure involves
a ver ag e                 inc omes.               I nit ially           some kind of extreme and often
                                                                         dangerous activities, such as
en t ert ai n men t wil l b e pr o vi d ed on l y
                                                                         rock climbing, surfing,
on       boar d;         f ur ther     c ompan y          will           spelunking and scuba diving
e xp an d        to       the    wat er        and        land           * Soft adventure refers to
                                                                         leisurely adventure
ent ert ainment, s uch                 as     d i vi ng   and
h a r d * a n d s of t * a d v e n t u r e t r i p s f or t h e w e a l t h y c l i e n t s .         Acquanet t a
w i l l s e e k f or a n y o p p o r t u n i t i es i n o r d e r t o s a t i s f y c u s t o m e r s ’ n e e d s .

S e l e c t i o n : a w i d e s e l e c t i o n of o n b o a r d ac t i v i t i e s a s w e l l as w i d e
v a r i e t y o f h a r d a n d s of t a d v e n t u r e t r i p s




                                                          20
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Ac ce s si bi lity : t h e cus t omer c an l oc at e an ywh er e a s l on g as th e y
c an r e a c h S i n g a p o r e ( f u r t h e r t h e t r a n s p o r t a t i o n t o t h e s h i p l o c a t i o n
wil l b e pr o vi d ed )

Custo mer           at tenti o n:        i m p r es s i v e      pers onal         at t ention   and     over all
c u s t o m e r s a t i s f ac t i o n o n t h e h i g h l e v e l

C o m p e t i t i v e p r i c e s : t h e p r i c e s f or A c q u a n e t t a w i l l b e h i g h e r t h a n
f or l o c a l r i v e r c r u i s es a n d d a y s e a t r i p s , d u e t o m o r e v a r i e t y o f
s er v i c e s , b u t c h e a p e r t h a n c h a r t e r y a c h t s ’ p r i c es , w h i c h t a r g e t o n l y
wealthy niche.

M a r k e t p r e d i c t i o n f or n e a r e s t f u t u r e

S i n g a p o r e T o u r i s m B o a r d c h i ef e x e c u t i v e ( 2 0 1 0 ) p o p u l a r i t y of c r u i s e
s ec t o r i s c o n t i n u i n g t o g r o w i n t h e r e g i o n . F r o m 2 0 0 9 t o 2 0 1 5
S i n g a p o r e e x p e c t t o i n c r e as e t o u r i s t ar r i v a l of a r o u n d 1 0 . 1 8 p e r
c en t . B y 2 0 1 5 S i n g a p o r e p l a n n i n g t o t r i p l e t o u r i s m r ec e i p t s an d
d ou bl e vis it or ar ri vals ( Si n g ap or e T our ism B oar d , 20 0 9). I n f i ve
y e a r s t i m e S i n g a p o r e p l a n n i n g t o b e a d e s t i n a t i o n o f c h oi c e a n d a
powerf ul         t ouris m       hub       (S ingapor e              T our is m     B oar d,    2010).      The
i m p o r t a n t s o u r c es of t o u r i s m f or S i n g a p o r e a r e M a l a y s i a , I n d o n e s i a ,
I n d i a a n d C h i n a . T h e i n c r e a s i n g d i s p os a l i n c o m e i n t h os e c o u n t r i es
w i l l g i v e o p p o r t u n i t y f or f u r t h e r d e v e l o p m e n t of t o u r i s m i n d u s t r y as
w e l l as f or e n t e r t a i n m e n t a n d c r u i s e i n d u s t r i e s . A l l t h es e c o u n t r i es
a r e d e v e l o p i n g v e r y f as t . I n 2 0 0 9 C h i n a ’ s ec o n o m y e x p a n d e d b y 6 . 1
p e r c e n t a n d d i s p os a l i n c o m e r os e 1 0 . 2 p e r c e n t t o 4 , 8 3 4 Y u a n f o r
t h e u r b a n r e s i d e n t s a n d b y 8 . 6 p e r c e n t f or r u r a l ( C h i n a d a i l y , 2 0 0 9 ) .
I n I n d o n e s i a d i s p os a l i n c o m e h as g r o w n b y 7 . 3 6 p er c en t t o 3 5 2 , 7 8 5
( U S d o l l a r s ) , 7 2 i n 2 0 1 0 . A t t h e s a m e t i m e d i s p os a l i n c o m e i n I n d i a
h as     r os e    by     9.4     per      c ent     and         in    Mal a ysi a     by   5. 80   per      c ent
( E u r o m o n i t o r I n t e r n a t i o n a l , 2 0 1 0 ) . A l l c o u n t r i es a l s o e x p e c t i n g a
v e r y g o o d g r o w t h f or t h e f u t u r e , f o r e x a m p l e M a l a y s i a n g o v e r n m e n t




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p l a n s t o s p e n t U S $ 6 5 b i l l i o n f o r d e v e l o p m e n t a n d i n c r e as e a v e r a g e
inc ome r at e of 6 p er c en t p er an n u m o ver n ext f i ve years ( Asi a
P ac i f i c N e w s , 2 0 1 0 ) .

C o m p e t i t o r a n a l ys i s

C o m p a n y wi l l c o n s i d e r t h os e w h o o p e r a t e f r o m t h e s am e p o r t as a
c om p e t i t o r .   F igure       29      p r ovi d es    d es c r i p t i o n   of   the       c ompet it ors.
A p p e n d ix 5 g i v e s d e s c r i p t i o n of t h e c o m p a n i es w h o p r o v i d e s i m i l a r
s er v i c e s i n o t h e r a r e a s . D i r ec t c o m p e t i t o r s w i l l b e W at e r t o u r s P r e
L t d a n d S i n g a p o r e I s l a n d C r u i s e d u e t o t h e s a m e p r i c e c a t e g o r i es .
O t h e r c o m p a n i e s a r e n o t c o n s i d e r e d a s c o m p e t i t o r s b ec a u s e t h e y
t ar g e t d i f f er e n t c u s t o m e r s , s ec o n d a r e m o r e c o n c e n t r a t e o n n i c h e
mar ket        and      wealt hy          t r avelers ,     while      Ac q uanet t a      t ar g e t      wi l l   be
tr avel ers wit h a ver ag e inc om e an ab o ve aver ag e.

Figure 29 Competitors’ description

Company name                  Type of competition            Services                          Price
Water tours Pre Ltd           Direct competitor               Morning Glory (tea,             Adult S$27 Child S$14
(Appendix6)                                                      coffee, 2,15h)
                                                              Dragon (2.15 h)                 Adult S$27 Child S$14
                                                              Afternoon cruise with           Adult S$32 Child S$16
                                                                 high tea
                                                              Imperial Dinner (buffet,        Adult S$55 Child S$29
                                                                 2.2h)
Singapore Island              Direct competitor              Daily ferry transport             Adult S$15
Cruise (Appendix7)                                           services to Kusu and St           Child S$12
                                                             John’s Island
Aqua Voyage                   In direct                       Escapade                            10am-10pm S$2,600
(Appendix8)                                                   Coastal Cruising                    1pm-5pm S$3,300
                                                              Liberty Day                         10am-6pm- S$4,600
                                                              Starlight Voyage                    11pm to 9am S$ -5,100
                                                              All sea tours, all
                                                                 include unlimited
                                                                 servings of non -
                                                                 alcoholic beverages
                                                                 and light snacks
                                                                 onboard
HARBOUR QUEEN                 In direct                      3 hour cruise per group               S$9,000
Cruise Ship
Super Yacht Long              In direct                      Morning trip                          S$   3,000
Ranger                                                       Afternoon trip                        S$   4,350
                                                             Evening trip                          S$   4,150
                                                             Full day                              S$   5, 350
                                                             Dockside                              S$   3,050
                                                             Overnight charters                    S$   6,050

Source: Aqua Voyage http://www.aquavoyage.com/sunseeker -r.html; HARBOUR QUEEN Cruise Ship
http://www.super-yacht-charter.com/yacht_details.php?pid=3122 ; Super Yacht Long Ranger
http://www.yachtlongranger.com/charter-fees.html

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3 . 6 . S W OT A n a l y s es f or A c q u a n e t t a

F i g u r e 1 4 i l l u s t r a t e s t h e k e y s t r e n g t h a n d w e a k n e s s es wi t h i n t h e
A c q u a n e t t a a n d d es c r i b es o p p o r t u n i t i e s a n d t h r e a t s .

Fig ur e 13 SWO T A n al ysi s

Strengths                                                   Weaknesses
 Excellent, highly trained staff                            A challenge to find employees who
 Unique services                                             lacking of customer-centric attitude
 Well designed ship                                         A struggle to continuously offer new
 Support from government (tax                                and exciting trips
   incentives for new entry)                                 Maintaining the level of quality
 Well established tourism                                   Increasing expenses
 Country awareness
Opportunities                                               Threats
 Growing market                                             A downturn in economy will affect
 The ability to spread fixed                                 the travel industry
   management overhead costs oven an                         The entrance of new rivals
   increasing number of offered trips                        Weather conditions
 Create good relationship with                              Rise in fuel prices
   suppliers                                                 Increase in port cost
 Find good entertainment team                               Pollution becoming an increasing
 Find an excellent chef                                      issue
 Favorable demographic trends                               Fewer married couples
 Improved passenger traffic                                 Increased inspection on cruise
 Technology opportunities                                    industry
 Tax law becomes more liberal                               Government looking to increase
 Increased disposable income                                 taxes on cruises
                                                             Industry expansion (capacity
                                                              increasing faster than demand)
                                                             Dependence on travel agents

                Source: created by an author

A d d i t i o n a l u n d e r s t a n d i n g of t h e e n v i r o n m e n t i n wh i c h A c q u a n e t t a w i l l
oper at e       c an      be      s een      in     Appendix8 ,            which        p r o v i d es    m ar k e t
en vi r on men t       sc anning         thr ough       P or t er’s      f i ve   f or c e s   an al ys is     an d
thr ou g h PE ST EL an al ys is.




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3.7. Marketing strategy

3. 7. 1. P ositioning

A c q u a n e t t a w i l l p o s i t i o n i t s e l f as r e l i a b l e , e n v i r o n m e n t a l l y f r i e n d l y ,
f u n c r u i s e s e r v i c e a t af f or d a b l e r a t e s a p p r o p r i a t e f or i n d i v i d u a l s a s
w e l l a s f or f a m i l i e s . A c q u a n e t t a w i l l a c h i e v e t h e t a r g e t e d p o s i t i o n
t h r o u g h c o m p e t i t i v e e d g e b y ac h i e v i n g h i g h c u s t o m e r s a t i s f ac t i o n ,
a d v e r t i s e m e n t t h r o u g h ‘ w o r d of m o u t h ’ a n d r e t u r n i n g c u s t o m e r s .
E n v i r o n m e n t a l i s s u es wi l l b e ac h i e v e d t h r o u g h :

      C l e a n es t b u r n i n g w i l l b e s e l e c t e d
      C r u i s e r h a s f ou r - s t r o k e m o t o r s wh i c h i s m o r e f u e l e f f i c i e n t a n d
         c au s e l e s s p o l l u t i o n ( w h i c h c a n b e u s e d f o r a d v e r t i s em e n t a s
         well)
      S u p p or t of c o m m u n i t i e s
      E m p l o y m e n t of l o c a l s t af f
      O l d s t af f w i l l b e d o n a t e
      S o m e c o l l a b o r a t i v e of f er s wi t h ot h e r l o c a l t o u r i s m b u s i n e s s wi l l
         b e es t a b l i s h e d i n o r d e r t o e n c o u r a g e g u es t s t o p u r c h as e l oc a l
         pr oducts
      In d ucti on s, c ommu n ic ati on an d tr ai n i ng wil l b e pr ovi d e d
      V o l u n t e e r i n g w i l l b e p r o m o t e d , s u c h as m a r i n e c o n s er v a t i o n
         wor k
      W as t e m a n a g e m e n t w i l l b e p a r t of m a i n s t r a t e g y



3. 7. 2. Pr oduc t

T o u r i s m i s a p r o d u c t i t s e l f . T h e c o r e p r o d u c t s of t h e c o m p a n y a r e a n
ent ert ainment t our by its elf and support ed ent er t ainment. T he basic
pr oduct will be t icket ing and pr oduct c ont ents will be wat er, nat ur e,
people, s it es and cult ur e. Cus t omer f riendliness and g ood f ood will
be     e xp ec t ed       pr oducts .        The       augment ed            pr oduct ,        t hat     meets        the




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cust omers               d es i r e s b e y o n d e x p e c t a t i o n s      wi l l b e p r o m p t s er v i c es ,
c om f o r t a b l e a n d i n t e r e s t i n g t o u r , s p e c t a c u l a r s i g h t s , m u s i c ,         and
o p e r a t i n g h o u r s . P o t e n t i a l p r o d u c t , w h i c h r ef e r s t o t h e p os s i b l e
e v o l u t i o n t o d i s t i n g u i s h t h e of f e r , w i l l b e t o t a l l y c u s t o m i z e d t o u r
p ac k a g e s w i t h h i g h l e v e l s t a n d a r d .

3. 7. 3. Pr icing

Pric ing         will        r ef l e c t    mar ket         positioning          and      qu al it y;     how ever
Acquanet t a               will      of f e r     e xc ell en t      val u e     f or   mon e y.         G en er al l y,
Acqu anet t a’ pric e will be lower t han pric e mar ket pr ice f or t he s am e
s er v i c e s . P r i c e wi l l b e b a s e d o n e x p e n s e s n e e d e d t o c o v e r f i x e d a n d
variable          c osts          plus      10%         of   mar k     up      plus     c over age        of    init ial
invest ments .

3. 7. 4 Plac e

Mai n s al es act i vit i es wil l t ake pl ac e t hr ou g h t our ag e nts an d h ot el s.
M a i n l y a l l s a l es          ac t i v i t i es   wi l l h a v e d i r ec t c o n t ac t n a t u r e . A l s o
p ac k a g e s w i l l b e a v a i l a b l e t h r o u g h t h e I n t er n e t .

D is t r i b u t i o n

Distr ibution will occ urs wher e it r equir ed by c ust om er s.

       P r i m a r y d i s t r i b u t i o n f r o m A c q u a n e t t a t o t o u r a g e n t t o c on s u m e r
       Acquanet t a t o H ot el t o c ons umer
       Acquanet t a t o c ons umer

3. 7. 5. Pr om ot ion

A c q u a n e t t a w i l l u s e v a r i e t y o f m a r k e t i n g t ac t i c s t o i n c r e as e c u s t o m e r
aw ar eness. S ales st r at egy will c onc entr at e on cr eat ing mass age t hat
c r u i s i n g wi t h A c q u a n e t t a i s f u n , e x p e r i e n c e , a d v e n t u r e a n d h i g h
qualit y st andar ds.




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Pr e op ening mar ket ing budget will be ar ound S$80, 000. F ur ther ,
c om p a n y w i l l s p e n d 1 % of g r o s s p r of i t o n a d v e r t i s i n g a n d m a r k e t i n g .
A d d i t i o n a l l y s u r v e y c a r d s w i l l b e d i s t r i b u t e d oc c a s i o n a l l y i n o r d e r t o
e v a l u a t e t h e q u a l i t y of s e r v i c es p r o v i d e d .

Adv ert is ing - Pr int

     B r oc h u r es w i l l b e d o n e i n t w o c o l o r s : s e a c o l o r a n d w h i t e w i t h
         c l e a r d e s c r i p t i o n of p r o v i d e d s e r v i c e s , p r i c e s a n d o n e p i c t u r e
         of t h e c r u i s er ( f or t h e l e s s c os t o f a d v e r t i s e m e n t ) .               F ur t her
         b r oc h u r e s w i l l b e m o d i f i e d .
     B r oc h u r es w i l l b e p l a c e d i n h o t e l s , w h i c h c a n of f e r A c q u a n e t t a ’
         s er v i c e s a n d s h o w b r o c h u r es t o t h e i r c l i e n t s .
     T our agents
     S p e c i a l n i c h e m a g a z i n es a n d N e ws p a p e r s w h i c h a r e d i s t r i b u t e d
         in air lines

Public R elat ions

S u r v e y c a r d s w i l l b e d i s t r i b u t e d o n t h e b o a r d of t h e s h i p t o c o l l e c t
the f ollowing dat a:

     Q u a l i t y of t h e f o o d a n d s er v i c e
     D e m o g r a p h i c i n f or m a t i o n t o t a r g e t m a r k e t i n g ef f o r t s
     T o f in d ou t f ur th er i mpr o vem en ts

W eb Pr esenc e

      N e ws l e t t e r s
      C o m p a n y W eb s i t e c r e a t i o n w i t h e v e n t d es c r i p t i o n
      A d v e r t i s e m e n t o n t o u r i s t s f or u m s

Market ing Sales P ackages

     B u s T o u r P ac k a g e s – T r a n s f e r f r o m h o t e l t o M a r i n a S o u t h P i e r
         a n d t i c k e t s f or t h e c r u i s e t o u r




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     W ed d i n g p ac k a g e s i n c o n j u n c t i o n w i t h t h e H o t e l & S p a R e s o r t
     D ay t ours i n c on j unc ti on wit h c it y t ou r ( th r ou g h t ou r a g enc y)

Spec ial Ev ents

      Privat e c hart er ing

3. 7. 6. P eople

A c q u a n e t t a w i l l p a y a t t e n t i o n o n e m p l o y e e t r a i n i n g i n or d e r t o b r i n g
hi g h q u ali t y s er vic e t o its c ust omers an d als o wil l cr e at e h ig h val u es
a n d c u l t u r e of o r g a n i z a t i o n . C o m p a n y w i l l h i r e q u a l i f i ed e m p l o y e e s
a n d c r e a t e p r o g r a m s t o r e t a i n t h e b e s t e m p l o y e es .

3. 7. 7. Pr oc ess

P r oc e s s es a n d p r ac t i c es w i l l b e a p a r t of A c q u a n e t t a q u a l i t y s y s t e m .
P r oc e s s es a n d w a y s of w o r k i n g w i l l b e c o n t i n u o u s l y r e v i e w e d t o
m a i n t a i n a v e r y h i g h l e v e l of s e r v i c e a n d t o e n s u r e t h e s m o o t h
r u n n i n g of a l l o p e r a t i o n s .




3. 7. 8. P h ysic al evi d en c e

T h i s i s a d d i t i o n a l m e as u r i n g t h e i n t a n g i b i l i t y of A c q u a n e t t a s er v i c es .
O n b o a r d e m p l o y e e s w i l l h a v e s t a n d a r d i z e d u n i f or m , w h i c h w i l l m a k e
s t af f l o o k p r o f es s i o n a l a s w e l l as w i l l p r o v i d e t h e m i d e n t i t y . S h i p
l a y o u t i s v e r y c o n v e n i e n t f or c u s t o m e r s t o o r i e n t an d t o m o v e .
Light ening layout and                     d ec o r a t i o n s   a l s o a p a r t of        cr eat ion r ight
a t m o s p h e r e f or t h e c u s t o m e r .




EMENT OF BILGE WATER
WASTE



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                                                                                                         Secti o n F o ur:

                                                                                                               Oper at io n s

4. Loc ation Ident if ic ation

4 . 1 . A d v a n t a g es of t h e l o c a t i o n

S i n g a p o r e h a s o n e o f t h e l e a d i n g ec o n o m i e s i n t h e w o r l d . I n 2 0 1 0
S i n g a p o r e w as r a n k e d n u m b e r o n e f o r d o i n g b u s i n e s s a m o n g a l l
c ou n t r i e s   (E xp l or e      Ec onomies,             2010).           G eogr aphic               l oc a t i o n   is    a
qualit ative         f ac t o r    as     S ingapor e              l oc a t e d   c l os e        to     Mal a ysi a       and
Indonesia.                 Anot her          advant age               is     d i r ec t       b u s i n es s       loc at ion.
Acquanet t a           wi l l   be     loc at e in         Mar ina          S out h         Pier       P or t ,    whic h is
s t r a t e g i c a l l y l oc a t e d t e r m i n a l , p l a c e d i n S i n g a p o r e ’ s f i n a n c i a l h u b ,
surr ounded            by       leisur e       and       ent er t ainment                 a t t r ac t i o n s ,   such        as
Singapor e           Flyer ,       S uper        bowl       G olf          and     C ount r y            Club,       S ec o n d
S i n g a p o r e B o t a n i c G a r d e n s . I n t h e d i s t a n c e of a r o u n d 1 - 2 k i l o m e t e r s
t h e r e a r e 9 h o t e l s , S i n g a p o r e s k y P a r k , M a r i n a B ar r a g e V i s i t o r
C e n t e r , 2 S q u a r es a n d 4 S h o p p i n g c e n t e r s , 5 m u s e u m s , w h i c h g i v e
o p p o r t u n i t y t o a t t r ac t m o r e t o u r i s t s .

4. 2. Z oning

T h e l oc a t i o n of t h e s h i p a n d t h e s t a r t s of c r u i s es w i l l b e i n M a r i n a
S out h P ier, which is in Mar ina S out h, S ingapor e ( F igur e14) . T his is
ver y ad van t ag eou s l oc ati on , as it was d escr ib ed pr e vi ou sl y Mari n a
R es e r v o i r i s s t r a t e g i c a l l y l oc a t e d t e r m i n a l , w h i c h s u r r o u n d e d b y
t our ist’s zones. T he t our ’ zoning will inc lude depar t ur e f r om Mar ina
S o u t h P i e r , v i e w of S i n g a p o r e F l y e r , S e n t os a C o v e , T a n j o n g P a g a r
f rom t he s ea, and f urt her K usu Island .




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 Fi gu re 1 4 M arin a So ut h P i er




    Source: http://www.streetdirectory.com/asia_travel/travel/travel_id_29493/travel_site_4/



4. 3. T axes

Acq u an et t a wil l b e r eg ist er ed u nd er G ood s an d S er vic es T ax, whic h
is 2010 7% and t his will be c ollect ed f r om t he c ust om ers and paid t o
t ax aut horities. Als o inc om e t a x will be paid bas ed on exemptions
f or n e w l y s t a r t - u p c o m p a n i e s i n S i n g a p o r e , w h i c h a r e i l l u s t r a t e d i n
F i g u r e 1 5 . A l s o c o m p a n y w i l l b e p a i d o t h e r r e l a t e d t o b u s i n es s t a x e s
l i k e s t a m p a n d es t a t e d u t i e s a n d t h e f or e i g n w o r k e r l e v y .


F i g u r e 1 5 Tax Exemptions for Newly Start-up Companies in Singapore




Source: Singapore Corporate Tax http://www.rikvin.com/taxation/singapore -corporate-tax-rates/




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4. 4. Pr o xi mit y t o s up p li ers

A c q u a n e t t a r e q u i r e s s u p p l i e r s f or f o o d , n o n a l c o h o l a n d a l c o h o l
bever ages and als o Ac quanet t a will outs ourc e ent er t ainment t eam.
A l s o s p e c i a l l i g h t e n i n g a n d ef f ec t s l i k e s n o w a n d s m o k e m a c h i n e ,
b u b b l e m ac h i n e , s l as h e r , r o t o s p h e r e a n d m i r r o r b a l l w i l l b e r e n t e d
f rom     e ven t      c ompanies           like      J ambor ee          plac e,      whos e        p r i c es    ar e
r e as o n a b l e a n d l o c a t i o n i s a p p r o p r i a t e , t h e y l o c a t e i n T a m p i n e s ,
which is not that f ar f r om Mar ina S out h P ier, whic h c an s een in
A p p e n d ix 9 . A c q u a n e t t a w i l l t r y t o f i n d f o o d s u p p l i e r s w h os e l oc a t i o n
w i l l b e n e a r t o M a r i n a B a y i n o r d e r t o s a v e t r a n s p o r t a t i o n c os t s .
F o o d w i l l b e o r d e r e d f or e v e r y d a y n e e d s . I t w a s c a l c u l a t e d t h a t t h e
c os t s of r ef r i g er a t o r s t o s t o r e f r o z e n p r o d u c t s a n d f r es h p r o d u c t s
a n d e l e c t r i c i t y f or t h e m a r e h i g h e r t h a n c os t s f o r e v e r y d a y d e l i v e r y ;
a d d i t i o n a l l y t h e r e i s a n a d v a n t a g e of f r es h q u a l i t y p r o d u c t s . I n i t i a l l y
f o o d w i l l b e p r e p a r e d b a s e d o n c h ef k n o w l e d g e a n d e s t i m a t i o n s ,
f u r t h er t h e s u r v e y w i l l b e c o n d u c t e d a b o u t h o w m u c h f o o d i s u s e d
p e r d i n n e r o r l u n c h , wh a t c a n b e u s e d f o r f u r t h e r r ec y c l i n g a n d w h a t
a r e t h e c u s t o m e r s ’ p r ef e r e n c es ; o n t h a t k n o w l e d g e t h e d e m a n d f or
p r o d u c t s w i l l b e p r o v i d e d f or s u p p l i e r s w e e k i n a d v a n c e i n o r d e r f o r
sup p li ers t o h ave al l t h e r eq u ir ed an d d el i ver it on ti me.



4 . 5 . A c c es s t o t r a n s p o r t a t i o n

M a r i n a S o u t h P i e r i s e a s y t o r e ac h b y p u b l i c t r a n s p o r t as w e l l as b y
c ar .

Public tr ans port :

      SBS T r ansit N o 402 f r om Marina B ay MRT
      T h er e a r e 1 1 S B S T r a n s i t a n d 1 2 S M R T b u s es f r o m S h e n t o n
          W ay
      T h er e a r e 1 4 S B S T r a n s i t a n d 5 S M R T b u s es f r o m A n s o n R o a d




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      5 S B S T r a n s i t b u s es f r o m M a r i n a S t a t i o n R o a d

P ar k i n g :

      Onsi t e (C ash C ar d p aym en t)
      Along Mar ina C oas t al Drive (c oupon par king)




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                                                                                                Secti o n F ive:

                                                                                                 M anag e ment

5. 1. Manag em ent t eam

T he Acquanet t a manag ement t eam will be balanc ed in t alents and
e x p e r i e n c e . M a n a g e m e n t w i l l b e d i v i d e d i n t o f o l l o w i n g c at e g o r i e s ,
which ar e described in F igur e16.

Fig ur e 16 M an ag ement t eam

Manage ment catego ry                           Respons ib il it ies / Dut ies
Operat iona l an d on s ite                      Assist in devel opm ent of business
mana gemen t                                     Developm ent of m ark eting strat egy and plan
                                                 Developm ent of op er ating strateg y and plan
                                                 Developm ent of op er ating budget
                                                 Organizati on of staff r ecruit ing
                                                 Interviewing, hiring and replac em ent
                                                 Staff tr aining
                                                 Developm ent of pol ici es and proc edures
                                                 Im plem entation of m arket ing plan
                                                 Cruise opening and start up plan events and
                                                  actual oper ati ons
                                                 Monitoring and control ling of budgets
                                                 Cas h c on t r ol s ys t em s
                                                  Key Per sonne l
CEO                                                 D e a l wi t h g e n e r a l b u s i n e s s p r o b l e m s
                                                    Financial Issues
                                                    Re vi e w B u d g et s
                                                    Do cash fo re cast
                                                    Re vi e w ob lig at i on s i f an y
                                                    E n s u re p aym en t o f t a x es
                                                    Create c om pany cultur e
                                                    Building m anagem ent team
                                                    Fund -raising
                                                    Setting strateg y and visi on
                                                    Capital al loc ati on
Boa rd of D i rector s (one                         Rec om m endations to the operati onal direct or
of di re cto rs M UST be                            E va lu at e o v er all A c q u an et t a ’ p er f orm an c e
                                                    Re vi e w in c om e e xp en s es an d rec om m en d h ow
Sin gapore’ re side nt )                             to m axim ize the profit
                                                    Re vi e w op er at i on al p r oc ed u r es , in c lu d in g
                                                     s a fet y, s t a f f in g , t rain in g , n ew r e v en u e s ou rc es
                                                    Re vi e w m ark et in g p lan
                                                    Ti c k et p ri c i n g
                                                    Re vi e w of c u s t om er’ f eed b ac k
                                                    Editing of m enu and tour packages
                                                    Re vi e w all fin an c ia l d at a at t h e en d o f t h e y e ar




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P er s o n n e l P l a n

A c q u a n e t t a p l a n s t o k e e p t h e f ol l o w i n g p os i t i o n s o v e r t h e n e x t t h r e e
years ( F igure17)

Fig ur e 17 P er son nel Pl an

Init ially t he all pers onnel c onsider ed as f ull t ime, f urt her c ompan y
w i l l e v a l u a t e w h e t h e r t h i s n u m b e r of p e r s o n n e l i s s h o u l d b e a l l f u l l
t i m e o r s o m e c a n b e p a r t t i m e o r m a y b e a d d i t i o n a l w o r k f or c e w i l l b e
r equir ed.

                                                    2010                2010               2012
Ma na ger                                                1                   1                  1
Grou p Sal es ma n ger                                   1                   1                  1
En tert ai n me n t ma n ag er                           1                   1                  1
Food a n d C at eri ng ma n ger                          1                   1                  1
Secre tary Su ppor t Su perv isor                        1                   1                  1
Capi ta n                                                1                   1                  1
Capi ta n a ssi st a nt                                  1                   1                  1
Chef                                                 2 ( 1/1)            2 ( 1/1)           2 ( 1/1)
Chef a ssi st a nt                                   4 ( 2/2)             4( 2/ 2)          4 ( 2/2)
Dishwasher                                           4 ( 2/2)            4 ( 2/2)           4 ( 2/2)
DJ                                                   2 ( 1/1)            2 ( 1/1)           2 ( 1/1)
Wa it ers                                            4 ( 2/2)             4( 2/ 2)           4( 2/ 2)
Clea ni ng St aff                                    2 ( 1/1)            2 ( 1/1)           2 ( 1/1)
Total per day                                          16                   16                 16
Total                                                  25                   25                 25
Outsou r ci ng
En tert ai n me n t t ea m                          1 t eam             1 t eam            1 t eam




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5. 2. Legal s tr uct ur e

Type of B us iness

A c q u a n e t t a w i l l r e g i s t e r as P r i v a t e C o m p a n y L i m i t e d b y S h a r es ( P r e
Lt d) .     A c q u a n e t t a w i l l h a v e i t s o w n l e g a l i d e n t i t y , s ep a r a t e f r o m
s h ar e h o l d e r s a n d d i r e c t o r s ; c o m p a n y c a n a c q u i r e a s s et s , g o i n t o
debts, ent er int o c ontr acts, s ue or be s ued in its own nam e ( J anus
C or p o r a t e S o l u t i o n s P t e L t d , 2 0 1 0 ) .

Employ ment

Acquanet t a             will   f ollow      Singapor e            E mpl o ymen t       Act      f or     wor kmen
ear ning           not     mor e        t han     S $4,500           b as i c    mont hly       s al a r i es     and
employees             ear ning       not         mot       mor e     than       S $2,000      b as i c     mont hly
s al a r i es , w h i c h c o v e r s e v e r y e m p l o y e e r e g a r d l es s n a t i o n a l i t y t h a t i s
under       a       c ontr act     of     s er v i c e ,    exc ep t        manag ers      and       executives,
s eaman         and       domest ic         wor kers.         A ppendix 10 f urt her              exp l ai ns      the
r egulat ions            r egar ding         emp l o ymen t            and       det er m inat ion         of      the
c on t r ac t s .     B as ed on S ingap or e r egulations employee c an wor k not
mor e than 8 hour per day or 44 hours in a week. T he limit c an be
e xc e e d e d i f e m p l o y e e i s n o t w o r k i n g m o r e t h a n 5 d a y s p e r w e e k ,
h o w e v e r n o t t h a n 9 h o u r s p e r d a y ; i n o t h e r c as e c o m p a n y s h o u l d
apply       f or     overt ime          e xemp t i ons.        A d di ti on al l y,   Ac quanet t a         should
f o l l o w F a i r E m p l o y m e n t P r a c t i c es , w h i c h i n c l u d e r e c r u i t a n d t r e a t a l l
e m p l o y e e s r e g a r d l es s g e n d e r , r e l i g i o n , d i s a b i l i t y o r r a c e a n d p r o v i d e
them       wit h      equal        opport unities.                 A ls o    A c quanet t a      wi l l   need       to
c on s i d e r t h a t f or e v e r y f i v e f or e i g n w or k e r s i n M a r i n e s e c t o r i t w i l l
n e e d t o f i r e o n e l o c a l f u l l - t i m e w o r k e r a n d f or s e r v i c es s h o u l d b e
a b o v e 4 0 % t o 5 0 % l o c a l w o r k f or c e of t h e t o t a l f o r e i g n w o r k f or c e .

L ic e n s e s a n d r e g i s t r a t i o n s




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Acquanet t a needs t o r egist er ship t o tr anspor t passengers, c omply
wit h    s af e t y   and      s anit ation,       ens ur e       that     ship      of f i c er s   and     cr ew
m e m b e r s h o l d v a l i d l i c e n s e a n d w o r k p er m i t s t o w o r k o n b o a r d . I n
o r d e r t o o p e r a t e l e g a l l y t h e f o l l o w i n g l i c e n s es f or A c q u a n e t t a s h o u l d
be obt ained:

 Business r egist r ation

 Business N am e r egist r ation

 Public ent ert ainment Lic ens e

 C o p y r i g h t L i c e n s e f or M u s i c

 H ar b o u r / P l e a s u r e c r af t L i c e n s e

 Pleas ur e cr af t r egistr at ion

 I n s p ec t i o n of t h e c r af t

 S af e t y E q u i p m e n t C e r t i f i c a t e

 P er m i s s i o n t o l a u n c h n e w v e s s e l i n p o r t

 Liquor Lic ens e

 F ood S hop Lic ens e

 H alal E ating Est ablis hment Sc heme

 L i c e n s e t o O p e r a t e a m e a t o r F i s h P r oc e s s i n g E s t a b l i s h m e n t o f

    C old St or e
 P l a n a p p r o v a l f o r F i r e s af e t y w o r k

 Ship S t ation Lic ens e




                                                        35

				
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Description: Start-up Capital Expenses, Business description, Industry background, Major industry players, Segmentation of the industry, Potential of the business, Uniqueness of the service, Analyzing the Market, Target market , Market size, Share of the Market, Situational analysis and trends, Market needs , Market prediction for nearest future, Competitor analysis, SWOT Analyses,Positioning,Product,Pricing,Place,Promotion,People,Process ,Physical evidence ,Location Identification, Zoning, Taxes, Proximity to suppliers, Access to transportation, Management team, Personnel Plan, Legal structure