The

Autumn Inn
Your Home Away From Home

Executive Summary
The Autumn Inn is a charming establishment located on the outskirts of Florence,
Alabama. Florence, Alabama is a culturally rich area that contains the home of Frank
Lloyd Wright, The Kennedy-Douglas Center for the Arts, the home of W.C. Handy, and
much more. Along with extensive museums and art shows, Florence is periodically host
to a number of events including the Renaissance Feast and Fair, W.C. Handy Festival,
and a monthly First Fridays event located in historic downtown. The inn itself will be a
three story traditional plantation style house owned and operated by Sarah McDonald.
In addition to the four guest rooms, The Autumn Inn offers a breathtaking sunset
veranda, extensive library complete with wifi and computer access within a work area
and meeting room, recreation room with pool table, and breakfast and evening dining
services.
The Autumn Inn has three competitive advantages that will ensure profitability. The first
is Sarahs attention to service and hospitality. Sarah recognizes that the most important

aspect of her job is the guest experience. Extraordinary guest services is her main goal.
The second advantage is the facilities and adjoining land. Along with accommodations
for any disability need and adhering to ADA (Americans with Disabilities Act)
regulations, The Autumn Inn has majestic walking trails surrounding the property, a
gazebo that is perfect for a romantic dinner, and amazing sunset viewing deck. Lastly,
The Autumn Inn offers a quaint caf that serves breakfast, lunch, and evening meal.
Sarahs 10+ years of customer service experience makes her extremely capable of
attending to reservations and answering any questions customers might have. She has
prior experience within an Inn. The Inn also has a very comprehensive website filled
with details and information. The Autumn Inn will make a profit by the end of the first
year and will see a steady growth from month to month.

Situation Analysis
The Autumn Inn is a start-up business focused on hospitality. Successful marketing is
crucial to the success and future profitability of this venture. This Inn extends a relaxing
and restful experience in an exquisite setting. The basic market need is a reasonable
and quiet get away location within the Florence area that caters to the needs of anyone
wanting to get away. The physical structure has been engineered to accommodate
travelers and locals alike.

Market Summary
The Autumn Inn has wonderful information about the market and knows a great deal
about the common attributes of loyal customers. The Inn will show this information to
give a better understand of who is served, their needs, and The Autumn Inns best
means of communication.

Weekend Get Away

Business Travelers

Event Travelers

4th Qtr

Market Analysis
---------------------------------------------------------------------------------------------------------------------------------------2016
2017
2018
2019 2020
-----------------------------------------------------------------------------------------------------------------------------------------Potential Customers
Growth
CAGR
----------------------------------------------------------------------------------------------------------------------------------------Weekend Getaway Customers
----------------------------------------------------------------------------------------------------------------------------------------Business Travelers
----------------------------------------------------------------------------------------------------------------------------------------Event Travelers
----------------------------------------------------------------------------------------------------------------------------------------Total
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Marketing Demographics
Geographics

One target group is the geographic target of the city of Florence with a
population of 40,215.
A second target population are travelers that come to the area for the different
events.
Another target market is business travelers desiring the comforts of home

while away for business reasons.

Demographics

Male and Female.

Ages 30-65.
High school or higher education level.
An income over $37,000.

Behavior Factors

Enjoys the comfort of home while traveling.

Tend to prefer the socializing and sightseeing.
Enjoys restaurant meals once a week or more.
Seeking a quiet caf experience.

Market Needs
The Autumn Inn provides its visitors with a relaxing and restful experience set in a
country environment. The Autumn Bed & Breakfast strives to fulfil the ants and needs of
their customers:

Selection: The Autumn Inn provides several rooms to choose from, each
with a breathtaking view of the area.
Accessibility: The Autumn Inn is located within Florence Alabama,
providing accessibility for guests from around the region and those attending
the many events the area has to offer.
Customer Service: Customers will be impressed with the level of care
they receive and the attentiveness of the staff.
Competitive Pricing: All rooms are competitively prices on rooms
similarly to competing Inns, and cafs within the region.

Market Trends
The Market trend for Inn occupancy is at an increase when looking at a national
scale. Inns have existed under the radar of the general populace for a number of
years. Vacationers often utilized hotels and motels for lodging needs. Within recent
years, guests have discovered the personal care, attention, and appreciation
afforded to lodging with local Inns.
The hospitality industry have seen an increase in occupancy, from locals looking for
the opportunity to enjoy a weekend away from home, individuals in attendance for
local events, and those who are traveling through the area.

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Market Growth
The Inn is a niche segment of the travel industry that identify as a private
residence that provides room and meals. Although the terms Inn and Bed and

Breakfast are often used interchangeably, the PAII (Professional Association of

Innkeepers International) differentiates the two by classing Bed and Breakfast as
only offering a breakfast meal while Inns offer lunch and dinner as well. Over the
last five years, hospitality industry has experienced strong and robust growth. A
demand for all forms of travel accommodation has increased, as travelers have become
less concerned about finances and have begun to spend more liberally on luxuries.
Since 2010 the economy has slowly improved, and consumer sentiment is up
substantially, giving consumers more confidence when planning vacations.

SWOT Analysis
The following SWOT Analysis captures the main strengths and weaknesses within
the company and describes the opportunities and treats facing The Autumn Inn.

Strengths

Amazing location.
Modernized facilities that include work areas for business travelers.
Owners who are passionate about customer experience and services.
Accommodations for individuals with disabilities.

Weaknesses

Brand visibility.
Limited number of sales due to limited number of rooms available.
Maintaining low labor overhead while supplying needed customer
accommodations.

Opportunities

Growing market with significant percentage who are unaware of The Autumn
Inn.
Increase in sales due to local events.
A higher level of efficiency overtime due to the learning curve.

Threats

Competition from emerging Bed & Breakfasts and Inns.

Introducing an Inn style hotel that understand the basic market needs.
An economic turn that decreases discretionary income.

Competition

Competition comes in many forms:

Other Inns and B&Bs

Typically Inns and B&Bs have a unique set of features that make them stand out
from other hospitality companies. These unique features include room size and
diversity. Inn size can range from two to more than thirty rooms. On average, Inns
and B&Bs contain eight rooms and book in advance. Inns and B&BS differentiate
themselves by offering personal service and a comfortable ambiance. Inns usually
offer sit down meals containing and elaborate variety of gourmet foods. Inn and
B&B guests are looking for an experience in a beautiful setting with social
opportunities while receiving pampering from the staff.

Hotels/Motels
These hospitality facilities offer a sterile environment in comparative to an Inn.
Rooms are typically uniform through the facility and used as a place to stay the
night. The operators typically see guest upon check in and check out only and
socialization is kept at a minimum. If breakfast is served it is usually sparse.

Service Offering
The Autumn Inn is a small, breathtaking inn that offers travelers the opportunities
to rest and relax for a weekend getaway, change of scenery, local event, or
vacation. The Autumn Inn has a central gathering room that allows for guest
socialization, extensive library, and game room. This Inn provides extensive meals
that will meet any dietary needs. Customers will receive the personal attention
needed to fulfill any travelers wants. Each room is 14X20, set in calming autumn
colors with hardwood flooring, and offers the same amenities. The Autumn Inn is
located in Florence Alabama in the heart of Lauderdale County. The Inn contains
walking trails through 10 acres of land.

<https://search.yahoo.com/yhs/search?p=florence+al&ei=UTF8&hspart=mozilla&hsimp=yhs-004>

Promotion
The Autumn Inn will have several promotions offered thought the year. One
seasonal promotion is The University of North Alabama Football Weekend. This
promotion is offered from September through December and consists of a
discounted Friday through Sunday stay with additional discounted tickets along with
shuttle to and from the football game. Another season promotion is The Handy
Fest, which consists of discounted tickets to several band showings at selected
venues through Florence during the month of July. A year round promotion offered is
The Get Away with offers discounted tickets to the Zodiac Theater, tickets to the
Kennedy-Douglas Center for the Arts, and shuttle service. These promotions will be
advertised through social media, local bathroom advertisement, and radio.

Key to Success
The key to The Autumn Inns success will be based upon customer satisfaction. The
facilities at the Inn are beautifully modernized and offer ADA accommodations. The
key is then to treat occupants with the highest regards to achieve a higher standard
of customer service than other Inns within the region. The Autumn Inn will:

generate repeat business and instill brand loyalty as well as lengthen customer
stays.

Critical Issues
The Autumn Inn is currently in the speculation stage as an Inn. The crucial issues
are:

Continue to build brand awareness, building customer awareness to The

Autumn Inn.
Gain operating efficiency.
Develop a strong relationship with the local Civic Center and Chamber of
Commerce.

Market Strategy
The Autumn Inn has three prolonged strategy:

1. Association membership and advertising: A large number of travelers

will look towards Inn associations for information about the local Inns and Bed &
Breakfasts. The associations publish a guide to local amenities. The Autumn Inn
desires to be inducted in this guide. One of the other perks associated with
membership is visibility on association websites. Membership within the local
Chamber of Commerce is also desired because individuals often inquire with the
local chamber while planning a vacation.
2. Website: The Autumn Inn will have a full-service and functional website that
allows visitors to view the area, read details on offers and information, plan
attendance to events, and book reservations with the click of a button. The
internet has become a plethora of information and an indispensable tool for
planning vacations.

3. Strategic relationship with Florence Civic Center and Chamber of

Commerce: The Autumn Inn will develop a partnership with the local Civic

Center and Chamber of Commerce to insure that when rooms are needed, The
Autumn Inn will be used. We will also be advertising with the University of North
Alabama so that while alumni and parents are visiting the area, they can enjoy a
pleasant and comfortable experience.

Mission
The mission of The Autumn Inn is to provide the finest experience and service. We
exist to attract and maintain our customers. When we adhere to this mission,
everything else will fall into place. Our services will exceed expectations.

Market Objectives
1. Maintain a positive, consistent growth each quarter.
2. Experience a growth in new and repeat customer base.
3. Realize an increase in customer occupancy with each year.

Financial Objectives
1. See a double digit rate in growth for each consecutive year.
2. Reduce fixed cost where possible.
3. Reduce variable costs per occupancy.

Target Marketing
1. Weekend Getaway customers: There are individuals from the local area
and region who are looking to get away so they come to The Autumn Inn to
be pampered and escape the everyday life.
2. Business Travelers: These are people who are in the area on business and
wish to enjoy the comforts and pampering associated with staying at an Inn.
3. Event travelers: These are people looking for a cozy environment to relax
while attending the different events in the area.

Positioning
The Autumn Inn will position itself as an upscale Inn with a gorgeous facility,
unmatched customer service and a quaint caf.
The Autumn Inn will leverage their competitive edge:

Attention to Personalized Service

While anyone staying at a B&B or Inn should expect good service, there are set
yourself apart from an already high level or attention and service. This will be done
by an unrelenting pursuit of attention to detail and personal service. Within the
Florence area, there is only one B&B offered in the area. This is an open opportunity
to create competition within the area. At the Autumn Inn, all interactions will be
made with Sarah who sees it as her duty to do whatever is needed to make the
customer feel appreciated and at well taken care of. The feeling of personal
attention provided by Sarah is sure to bring customer loyalty and repeat business.

Unique accommodations and Beauty of the Facility

The Autumn Inn will be located in Sarah McDonalds home. Sarah will be
modernizing the home to accommodate guests and conform to ADA standards. One
unique aspect of The Autumn Inn is that it offers scenic walking trails around the

property. To compliment this setting, The Autumn Inn offers a sunset viewing deck
and gazebo that overlooks the beautiful natural trails. The Autumn Inn include
calming autumn colors of Coper Blue, Serape, Grandview, Pennywise and Afterglow
set on hardwood flooring.

Strategy Pyramids
The single objective is to position The Autumn Inn as an upscale Inn located in
Florence Alabama, reaching generally full occupancy within the first three years.
The marketing strategy will seek to first create customer awareness regarding the
services offered, develop that customer base, and work building customer loyalty
and strategic relationships with the University of North Alabama, the Civic Center,
and the Chamber of Commerce.
The message that The Autumn Inn will look to communicate that it is a premier Inn
in Lauderdale County. The message will be communicated through various
methods. The first being advertising in an Inn associated newsletter. Followed by a
website with extensive information on the Inn itself as well as local events. Lastly,
develop strategic relationships with the University of North Alabama, the Civic
Center, and the Chamber of Commerce.

Market Mix
The Autumn Inns marketing mix is comprised of the following approach to pricing,
distribution, advertising and promotion, and customer service.

Pricing: The pricing scheme is based upon room rate. The rate is arrived at
in terms of its market value. Current rates are projected at $135 per night
with discounts available. Weekend packages that include discounts on
football game tickets and theater tickets.
Distribution: All service are to be provided at The Autumn Inn.
Advertising and Promotions: Traditionally, the most successful
advertising would be through an Inn association. Development of strategic
alliances with the Chamber of Commerce and the Civic Center will be quite
efficient as well as the use of a fully functional website.
Customer Service: Obsessive attention to customer care and experience is
our mantra. The Autumn Inns philosophy is whatever needs to be done to
satisfy the customer and provide a great customer experience, even at the
expense of short-term profits. This investment in customer care will provide
fierce customer loyalty.

Marketing Research

During the initial phases of the marketing plan development, several focus groups
were held and a mass of data was compiled. These focus groups provided useful
information regarding the decision making process of potential consumers.
In addition source of dynamic market research is a feedback mechanism based
upon a suggestion card system. These suggestion cards have several statements
that are to be rated on a given scale. There are also open ended questions allowing
the customer to freely offer constructive criticism. The Autumn Inn will work
diligently to implement reasonable suggestions in order to improve service as well
as extend their commitment to customer service.
The Autumn Inn is viewed within the hospitality sector. The average couple visits an
in

Financials, Budgets, and Forecasts

This section will offer a financial overview of The Autumn Inn as it relates to the
market activities. The Inn will address break-even analysis, sales forecasts,
expenses forecast, and how those link to the market strategy.

Break-even Analysis
The Break-even Analysis indicates that $23,158 will be needed in monthly revenue
to reach the break-even point.

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Break-even Analysis
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Monthly Revenue Breakeven
$22,011
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Assumptions:
-----------------------------------------------------------------------------------------------------------------------------------------------Average Percent Variable Cost
5%
-----------------------------------------------------------------------------------------------------------------------------------------------Estimated Monthly Fixed Cost
$22,000
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Sales Forecast
The first six months of income will be used for the renovation of the home to fully
accommodate guests. Once completed, the house will accommodate four rooms.
There will be no sales activity within this period. By month seven the Inn will be
ready to open. Sarah will have started advertising and joined as a Inn association
member. She will also form a strategic relationship with the Chamber of Commerce
and the Civic Center. From month seven business will steadily grow, and Sarah will
hire one full-time employee. This employee will assist in housekeeping duties as
well as outdoor maintenance. This will free up time for customer service and food
preparation.

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Sales Forecast
2015
2016
2017
-----------------------------------------------------------------------------------------------------------------------------------------------Sales
-----------------------------------------------------------------------------------------------------------------------------------------------Weekend getaway customers
-----------------------------------------------------------------------------------------------------------------------------------------------Travelers
-----------------------------------------------------------------------------------------------------------------------------------------------Total Sales
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Direct Cost of Sales
-----------------------------------------------------------------------------------------------------------------------------------------Weekend getaway customers
-----------------------------------------------------------------------------------------------------------------------------------------Travelers
-----------------------------------------------------------------------------------------------------------------------------------------Subtotal Direct Cost of Sales
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Expense Forecast

Marketing expense are to be budgeted so that money can be allotted to busier

month needs. The website requires constant maintenance that will be relatively
fixed each month.

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Marketing Expense Budget

----------------------------------------------------------------------------------------------------------------------------------------_____________________________________________________________________________________
Advertising with Association
-----------------------------------------------------------------------------------------------------------------------------------------Website
-----------------------------------------------------------------------------------------------------------------------------------------Other
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Total Sales and Marketing Expenses
-----------------------------------------------------------------------------------------------------------------------------------------Percent of Sales
-----------------------------------------------------------------------------------------------------------------------------------------

Controls

The purpose of The Autumn Inns marketing plan is to serve as a guide for the
organization.
The following areas will be monitored to gauge performance:

Revenue: monthly and annual.

Expenses: monthly and annual.

Repeat business
Customer satisfaction

Implementation Milestones
The following milestones identify the key marketing programs. It is important to
accomplish each milestone on a budget within the allotted time frame.
Milestones
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Advertising
Start Date
End Date
Budget
Manager
Department
-----------------------------------------------------------------------------------------------------------------------------------------Assorted advertising activities
-----------------------------------------------------------------------------------------------------------------------------------------Other
----------------------------------------------------------------------------------------------------------------------------------------- Total Advertising Budget
----------------------------------------------------------------------------------------------------------------------------------------PR
Start Date
End Date
Budget Manager
Department
-----------------------------------------------------------------------------------------------------------------------------------------Strateic development
-----------------------------------------------------------------------------------------------------------------------------------------Other
----------------------------------------------------------------------------------------------------------------------------------------Total PR Budget
----------------------------------------------------------------------------------------------------------------------------------------- Direct Marketing
Start Date
End Date
Budget Manager
Department
----------------------------------------------------------------------------------------------------------------------------------------Marketing plan completion
----------------------------------------------------------------------------------------------------------------------------------------Other
----------------------------------------------------------------------------------------------------------------------------------------Total Direct Marketing Budget
----------------------------------------------------------------------------------------------------------------------------------------Web Development
Start Date End Date Budget Manager Department
----------------------------------------------------------------------------------------------------------------------------------------Website maintenance
----------------------------------------------------------------------------------------------------------------------------------------Other

----------------------------------------------------------------------------------------------------------------------------------------Total Web Development Budget

----------------------------------------------------------------------------------------------------------------------------------------Other
Start Date End Date Budget Manager
Department
---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Other
------------------------------------------------------------------------------------------------------------------------------------------------ Total Other Budget
------------------------------------------------------------------------------------------------------------------------------------------------ Totals
------------------------------------------------------------------------------------------------------------------------------------------------

Marketing Organization
Sarah McDonald will be solely responsible for the marketing activities. Upon
occasion, outside assistance with creativity may be warranted.

Contingency Planning
Risks and Difficulties:

Problems generating visibility.

Economic hardships
Rival facilities within the area

Worst case scenario can include:

Forced liquidation of all assets.

Inability to reach break-even point causing the closure of The Autumn Bed &
Breakfast.