Administrative Budget for Spa Business by icm12814


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									                                                                      Spa Executive Master Class
                           Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                  27 October to 30 October 2009

Spa Executive Master Class

With current economic situation, what does it take to run a successful and profitable spa
business? A degree? Business acumen? Excellent service? Having the right connections? Or
simply luck? With such uncertainty, how do you keep the business afloat with a healthy
cashflow? How do you market your spa without burning a hole in your pocket? What are the
tried and tested winning formulas of the successful spas in the industry?

This course aims to equip the Manager or Owner with the essential tools for running a spa
successfully. Covering eight modules as varied as project and business planning, operations,
human resource, customer relations management, marketing and branding, finance and
yield management, this course is both theoretical and practical. Participants will be given
assignments such as budget planning, area programme planning, menu planning and
marketing of a new product, as part of their training with guidance from the instructors.

This 4-day intensive course is led by a team of qualified and very experienced professionals
who each specialises and possesses in-depth knowledge of his subject. This is an interactive
course hence be prepared to speak, share, ask questions and present your case.

Who Should Attend

   •   Spa and Salon Owners
   •   Spa Managers and Directors
   •   Supervisors moving to managerial roles
   •   Professionals wanting an insight into the roles and responsibilities of a Spa Manager
   •   Individuals or investors planning to open and operate a spa business

Course Objectives

By the end of this course, participants will be able to:

• Plan and open a spa successfully from ground “0” to completion.
• Understand the roles of a Manager or Owner and effectively open and operate a spa.
• Effectively use HR strategies to manage your team.
• Effectively use marketing tools to promote your spa.
• Brand your spa and market your services creatively and effectively.
• Maximise your customers’ database to improve your customer relations and
• Master the skill to calculate, plan and propose your financial budget to the board

Minimum Entry Requirement

• PC knowledge: Microsoft Word and Excel (Please bring your laptop on Day One and Day
  Four only)

• GCE “O” Level or equivalent and above
                                                                     Spa Executive Master Class
                          Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                 27 October to 30 October 2009

Course Details

Commencement Date:           27, 28, 29, 30 October 2009
Day:                         Tuesday to Friday
Time:                        9.00am to 6.00pm
Registration:                27 October at 8.30am
Venue:                       Mindworks School of Infocomm
                             10 Winstedt Road #02-09
                             Singapore (next to Anglo Chinese Junior School)
Fee:                         SGD2,800
Early Bird Discount*:        SGD2,500 (*on or before 20 September 2009)
Corporate Group:             SGD2,200 per person (minimum team of 2 participants)
Accommodation:               Visit for details. Look for
                             hotel locations in ‘Scotts Road or Orchard Road’.
Public Transportation:       MRT: NEWTON station (10 min walk to Winstedt Road)

Terms & Conditions

• Participant’s enrolment is based on first come, first serve basis. The class is limited to 20
participants only.
• Spa Innovations Pte Ltd reserves the right to change the content, speakers, date, time
and venue of the course due to unforeseen circumstances.
• A one-time enrolment fee will be required upon submission of this course application. Only
Paypal, cash or Singapore cheque payments are accepted. For cheque payments, kindly
issue crossed cheque payable to “SPA INNOVATIONS PTE LTD”. For Paypal, please log in to for payment process.
• Upon completing registration and full payment of the course fee, a participant is
considered to have successfully enrolled in the course. Should the participant decide to
cancel his/her enrolment, a cancellation fee will be levied. Cancellations received more than
21 calendar days and above in writing prior to course commencement date will be subjected
to 50% cancellation fee. No refund will be made on cancellations received in writing less
than 21 days to the course commencement date.
• Applicants admitted and/or accepted for enrolment into this course are required to abide
by the policies, including all administrative regulations and procedures governing
participant's enrolment, acceptance, commencement, attendance, conduct, assessment,
academic progression, course completion and conferral of certificates, as laid down by Spa
Innovations Pte Ltd.
• Participant must achieve at least 75% of the total attendance and complete all
assignments in order to qualify for certification on this course. There will be no certificate
awarded for attendance less than 75% or incomplete assignments.
                                                                     Spa Executive Master Class
                          Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                 27 October to 30 October 2009

Day 1
What Spa Are You?
Understanding Spa Concepts & Its Operations
• Overview of the Spa Industry – Current trends & challenges faced by spas today
• Key Factors to Success – What works and what do not work?
• Importance of Market Research and Feasibility Studies – What to look out for when
planning your project
• Developing Spa Concept, Design and Floor Plan – key factors to take into consideration
• Spa Philosophy and Mission Statements – Why necessary and how does it influence the
• Setting the Critical Path – The importance of keeping timeline and schedules
• Setting your Operating Equipment and Supplies (OES) list and budget – What is enough to
start? How much is too much?

Customer is King
Effective Planning to Exceed Customers’ Expectations
• Who is your customer? Profiling your customers and determining their needs
• What is your Unique Selling Point (USP)? What makes you stand out from your
• Menu Planning – What sells and what sucks? It is a gimmick or the real stuff?
• Creating Value – How much does it cost to provide a premium service? How to create a
fool-proof formula for profit
• Tailoring a Complete Spa Experience for Your Customer – the thrills and frills

Exemplary Leadership – the 360 Degree Leader
Taking Care of Your Internal Customers

• Traditional vs Motivational and Empowering Leadership
• Understanding your Roles as a Leader
• Building and Managing a Team for Effectiveness and Positive Results
• Staff Performance Analysis – Setting and meeting Key Performances Indicators (KPIs) for
team members
• Effective interviewing techniques - reviewing the strengths and hiring the right people
• Conflict Management Skills – Controlling and managing staff conflict before it controls you

Day 3
Marketing Spas in an Economic Downturn - the Playing Field and New Focus
Developing Effective Marketing Strategies & Techniques

Rejuvenating the Spa proposition
• Innovative ways to “connect” your spa to your target audience
• Marketing resources – Putting in place what it takes to get the business going
• Understanding marketing planning and its application
• Branding with emotions – engaging your staff to enhance your brand
• Customer retention and attraction – ensuring sustainability

Communication that works all the time
• Engaging with your spa customers and audience
• Beyond a good press release – generating good Word of Mouth publicity for your spa
• Communicating the value beyond the service
• Building loyalists among your customers – working the emotions for loyalty
                                                                    Spa Executive Master Class
                         Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                27 October to 30 October 2009

• Style with substance equals a “classy” communications message

Connecting your customers to the spa experience
• Beyond the visit and treatment, connect to your customers with technology
• The never-ending connection – using the mobile and internet technology to keep in touch
• Social networking – How does this work for my spa?
• Empowering your customers through forums and blogs

Savvy Financial Management - Getting Your Numbers Right
• Make Sense of Your Budget – How to use your money effectively, avoiding expensive and
painful mistakes
• Capital Financing – What to take into consideration and how much to plan for?
• Yield Management – The 90/10 Principle – changing your approach, creating new and
attractive income opportunities
• Understanding the Balance Sheet and the ‘health’ status of your company

The Big Picture
Project Presentation and Review
• Project presentation
• Review of workshop
• Questions and Answers
• Best Presentation Award
                                                                    Spa Executive Master Class
                         Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                27 October to 30 October 2009


Dianna Chia
Principal Consultant and Founder

Dianna has over 23 years of experience in the hospitality, service
and spa industries. She has held both senior management and
consultant positions for five-star hotel groups and companies in
Singapore, Malaysia, Hong Kong, China, India, Indonesia,
Philippines, Myanmar, Egypt, Turkey, Germany and Russia.

Prior to establishing her consultancy business, she was Head of Business Unit who
spearheaded Asia’s largest luxury and award winning spa – the 50,000-sq-ft Amrita Spa by
Raffles International, created and opened Amrita Spa for Raffles The Plaza Singapore (now
known as Fairmont Hotel). She also established the opening set up and training for Amrita
Spa in the luxurious Raffles Hotel Singapore. Dianna also provided corporate support on
opening planning, documentation and training for the Amrita Spas in Raffles Grand Hotel
d’Angkor, Siem Reap, Raffles Hotel le Royal, Phnom Penh and Raffles Hotel Vier
Jahreszeiten (now known as The Fairmont Hotel Vier Jahreszeiten).

Dianna’s career included working with few prominent spas and hospitality groups. Dianna
was headhunted by St Gregory Spas and went on to manage the St Gregory Marine Spa,
Grand Plaza Hotel Singapore, Aroma Spa (JV with St Gregory Spa) Conrad Hotel Singapore.
She also spearheaded the expansion plan for St Gregory Therapeutic Spa, Novena Square
Singapore. While in Hong Kong, she worked with Frederique Group (now known as Paua
Group Ltd) and managed its operations, audit, strategic planning and business restructure
of the spa and product distribution divisions. Dianna’s hospitality career included the
Shangri-la Hotels and Resorts properties in Singapore, Hong Kong and Myanmar and as
Project Consultant to Edsa Shangri-la in Philippines. She also worked with Ascott Group
(formerly known as Scotts Holdings) and managed operations and food and beverage

Dianna is a certified hospitality and spa trainer. She holds various certifications and
international diplomas including ITEC Diploma UK in Anatomy, Physiology and Body
Massage, ITEC Diploma UK in Aesthetics Therapy.

Having served as an executive committee member for Spa Association of Singapore (SAS),
curricula development committee for Singapore Workforce Development Agency (WDA) and
the Institute of Technical Education (ITE) Singapore and as the competition judging panel
committee for Work Skills 2008 organised by ITE Singapore, Dianna pursues her passion by
being actively involved in setting and endorsing curriculum, performing skill assessments
roles and broadening spa education in the industries in Singapore and in the international
                                                                    Spa Executive Master Class
                         Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                27 October to 30 October 2009

Charles Tee
Business Development & Communications

Charles Tee works with clients in the areas of business development
and product and service strategy development to focus and direct
companies towards achieving business success.

Charles’ work involves E-distribution and channel management, on-
line distribution strategy, B2B & B2C e-commerce marketing and
management, website marketing, development of marketing
strategies and services, business development support and
management, sales training, coaching and mentoring of senior
management and executives.

He brings more than 20 years of international travel and hospitality industry experience to
his position having served in senior management positions with companies such as
Millennium & Copthorne International, Zuji, Sol Melia Hotels & Resorts, Rosenbluth and the
Shangri-La. A graduate of Macquarie University in Sydney where he received a Master of
Arts in Marketing Management, Charles also holds a Diploma in Marketing from the
Chartered Institute of Marketing (UK) and had most recently served as Chief Operating
Officer Asia for a global specialist in last-minute accommodation where he was
responsible for the Group’s strategic development, growth and operations in Asia. He
spearheaded a team handling product development, business generation and customer
services and support and within a period of 12 months he took the company from S$ 2
million to S$ 8.5 million in sales revenue growth.

Charles has also won best salesperson award during his tenure with the Hyatt Regency
Singapore and Ferdinand Pieroth GmbH, a specialist direct sales wine company.

He is also an associate lecturer at several educational institutions including James Cook
University, Southern Cross University and the Tourism Management Institute of Singapore
and a regular presenter at tourism and industry events where he has delivered papers on
marketing and branding.
                                                                     Spa Executive Master Class
                          Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                                 27 October to 30 October 2009

Oliver Teo
Human Resource Development

Oliver’s 12 years career evolves around human resource and people
development. He specialises in Service Excellence, Communication,
Presentation, Train-the-trainer, Coaching and Productivity related
training. He also specialises in developing training systems for
organisations. He has trained for The Singapore Police Force, Housing
& Development Board, Ministry of Trade and Industry, SBS Transit,
Econ Healthcare, The Soup Kitchen, River Valley Serviced Apartments
and BM Nagano among others.

Prior to joining Spa Innovations, Oliver was Training Manager with J & R Bossini Pte Ltd,
instituting organizational development programmes and maintaining training & value
systems. He is also licensed to train “7 Habits of Highly Effective People” and has instituted
an “After Action Review” culture in the Company. He is also responsible for attaining the
Approved Training Centre status for teaching the Post NITEC in Customer Relations to its

As the Human Resource’s Learning & Development Manager at Metro Parking Pte Ltd, Oliver
was responsible for the full spectrum of HRD & HRM activities and the strategic planning of
the HRD / HRM functions to achieve organizational goals and developed blueprints and on-
the-job training systems.

As a Training Executive with SAFRA Resort and Country Club, Oliver was fully responsible
for managing the whole spectrum of training from analysis to implementation and
evaluation. He has helped the club achieve the prestigious Certified On-The-Job Training
Centre (COJTC) status awarded by the ITE and was the OJT administrator for the club. He
has helped develop blueprints for frontline operations and is the liaison between the ITE and
the club and has introduced Critical Enabling Skills Training (CREST) to all non-executive
staff. The club was awarded “Gold Collared Workers”, a recognition accorded by SPRING.

At Trans Island Bus Services, Oliver was Training Officer responsible for service and
productivity related training as well as the profitability of its Training Centre. He is also a
Certified QC Judge by SPRING Singapore for the company’s Quality Circle program.

Oliver holds a Bachelor’s degree in Management from the University of London and three
Diplomas, two in Training and Development from the University of Leicester and the
Singapore Institute of Management and the other being a Diploma in Marketing awarded by
the Chartered Institute of Marketing, UK. He is Certified Industry Trainer by the Institute of
Technical Education (ITE).
                                                                   Spa Executive Master Class
                        Business Planning ● Management ● Human Resource ● Marketing ● Finance
                                                               27 October to 30 October 2009

James Tan
Business & Finance

James graduated from London and had been in practice as a English
Chartered Accountant for 38 years. He was a senior partner in a public
accounting firm prior to setting up his consultancy firm in 1998.

In the new practice, James is actively involved in business acquisitions,
joint ventures and investment projects in the region. His key strengths
are in companies restructuring and refinancing which became useful in
the aftermath of the Asian financial crisis, especially in Thailand and
Indonesia. James is currently involved in several investments and business consulting
projects in Asia namely China, Australia, Indonesia, Malaysia and Singapore.

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