Mountain Rose Bed & Breakfast

1. Mountain Rose Bed & Breakfast America’s #1 Premier Bed and Breakfast

2. Mission Statement • The mission of Mountain Rose Bed & Breakfast is to provide the finest B&B experience. We are dedicated to providing our guests with luxurious accommodations, friendly hospitality, and exceptional dining in an elegant and comfortable atmosphere that exceeds their highest expectations. Mountain Rose Bed & Breakfast will ensure an enjoyable and relaxing experience that nourishes the mind, body and soul of every guest and encourages their return.

3. Our Economic and Social Mission • To provide our employees with a healthy, enjoyable, exciting, and motivational work atmosphere in which they are empowered to take on responsibility, develop and present ideas, educate themselves and others, and use their talents and abilities to their fullest capacity.

4. Our Economic and Social Mission • To foster effective relationships with our suppliers and business partners based on ethical practices and respectful conduct.

5. Our Economic and Social Mission • To maintain a financially strong, growth-oriented company for the protection of our employees, investors, guests, and community.

6. Our Economic and Social Mission • Mountain Rose Bed & Breakfast is committed to understanding and observing the laws and regulations that govern us. We believe in respecting the values of the community we share and in contributing positively in every way possible.

7. Our Economic and Social Mission • We are committed to maintaining a rewarding environment in which to accomplish our mission. This environment is upheld and promoted by open and direct communication, availability of information resources, and a commitment to promoting teamwork, quality improvement, and excellence in all phases of business.

8. Company History • Mountain Rose Bed & Breakfast is a newly established bed and breakfast nestled in the brilliantly fresh air of the Blue Ridge Mountains in Asheville, North Carolina. It was created by a team of professionals, dedicated to quality and service, to be a sophisticated retreat filled with delightful surprises that restore one’s spirit. Our guests can enjoy many great adventures beyond the glorious vistas and breathtaking terrain of the endless Blue Ridge Mountains. Mountain Rose Bed & Breakfast is the next generation Bed & Breakfast: A boutique inn with a full spa.

9. Keys to Success • Service: • Commitment to exceptional service that exceeds our guests’ expectations and encourages their return.

10. Keys to Success • Quality Establishment: • Ensuring that the quality levels of every aspect of the establishment are carefully considered. This includes creative design and proper maintenance of rooms and facilities, using only the highest quality products in our spa, and carefully researching all vendors to ensure their products meet our standards.

11. Keys to Success • Location: • Asheville, North Carolina. Established in an area that offers breathtaking views and tranquility, and also provides nearby amenities such as hiking, rock climbing, canoeing and rafting, skiing, snowboarding, horse riding, mountain biking.

12. Keys to Success • Employee Relations: • Provide a motivational work atmosphere dedicated to continuously educating and training employees on techniques and customer service.

13. Keys to Success • Financial Control: • Execute financial responsibility with regards to owner withdrawals and salaries, and business growth.

15. Management Summary • Erika Ricci: CEO and Sales and Marketing Director. • Ms. Ricci is responsible for providing leadership, direction and control in all business activities in order to maximize efficiency and profits and achieve the company’s long-term and short-term goals. Ms. Ricci is responsible for the overall success of the business and the interests of its shareholders, employees, customers, and community, as well as for the overall marketing strategy and positioning of services. Ms. Ricci has a BA in Business Administration from the University of Virginia and a Masters in Finance from NYC; she also has 10 years of experience in ownership and management of a bed and breakfast.

16. Management Summary • Fred Lantz: Finance and Administration Director. • Mr. Lantz is responsible for the overall financial health of the company. He controls and directs all financial activities of the company, fulfills all reporting requirements, and addresses the various financial needs of the company. Mr. Lantz has a BA in Business Administration from the University of Michigan Business School and 8 years of experience in restaurant management

17. Management Summary • Noor Shareef: Human Resources Director. • Mr. Shareef is responsible for setting all human resources related politics and procedures and ensuring the company has the proper human resources to achieve its goals and objectives. Mr. Shareef received his BA in Human Resources Management from George Mason University, and has 6 years experience in human resources.

18. Management Summary • Rod Aljran: Operations Director. • Mr. Aljran is responsible for planning, directing, and coordinating the operations of the company, including formulating policies, managing daily operations, and planning the use of materials and human resource. Mr. Aljran received his undergraduate degree at the University of Maryland and has 10 years experience in engineering and 3 years experience in the hospitality industry.

19. Management Summary • Eric Brazeal: Bed & Breakfast Manager. • Mr. Brazeal is responsible for managing the daily operations of the bed and breakfast, including managing reservations and coordinating staff. Mr. Brazeal has a BA in History from GW and has 5 years hotel experience, including 3 years as front desk supervisor.

20. Management Summary • Jane Hart: Spa Manager. • Ms. Hart is responsible for managing the daily operations of the spa, including coordinating staff. Ms. Hart is a licensed cosmetologist and massage therapist and has 7 years experience as a spa manager.

21. Management Summary • Thomas Warner: Restaurant Manager. • Mr. Warner is responsible for managing the daily operations of the restaurant, including managing reservations and coordinating the cooking and wait staff. Mr. Warner has 10 years experience in the restaurant industry.

22. Personnel Table

27. Target Market Our most important groups of potential customers are those who prefer the bed and breakfast climate to the more traditional and sterile surroundings of hotels/motels. Creating a “home away from home” which is often more beautiful and palatial than where they are traveling from and will ensure many return customers. We will also market the full service spa and restaurant to local patrons looking for relaxation and fine dining, as well as those who need facilities for various events.

28. Target Market • Weekend getaway customers: • These are people from the region who are looking to be pampered and escape the stresses of everyday life.

29. Target Market • Travelers: • These are people passing through Asheville and prefer to stay in a B&B instead of a hotel/motel.

30. Target Market • Special Occasion Travelers: • Such as honeymooners.

31. Target Markets • Local Patrons: • Looking for fine dining and/or relaxation and pampering.

32. Target Market • Special Occasions Patrons: • These are customers from the region who need facilities for receptions and other events.

33. Positioning Statement • Mountain Rose Bed & Breakfast will position itself as an upscale and luxurious bed and breakfast with a gorgeous facility, unmatched customer attention, and superior amenities.

34. Positioning Statement • Uniqueness and Beauty of the Facility • Mountain Rose Bed & Breakfast offers twenty uniquely designed rooms all with private baths, which includes some with whirlpools, suites and some private balconies. Special care has been taken to ensure that every room has a breathtaking view of the Blue Ridge Mountains. We offer Spacious common areas and banquet facilities.

35. Positioning Statement • Uniqueness and Beauty of the Facility continued • We also have a full service day spa, an amenity not offered by any other B&B in the Asheville area. We provide an exceptional dining experience in our restaurant, which is available for breakfast, lunch, and dinner and has a large outdoor patio. Mountain Rose Bed & Breakfast offers more than just outstanding service, we offer unsurpassed personal attention.

36. Market Demographics • Geographics: • One target group is the geographic target of the city of Asheville, North Carolina with a population of 70,000 people. • Another target population group is travelers and vacationers, which typically come from within the United States and some international travelers.

37. Market Demographics • Demographics • Male and Female • Ages 35-55 • College or graduate education • An income over $50,000

38. Market Demographics • Behavior Factors • Enjoy traveling for the sake of seeing new things and meeting people. • Tend to use Bed & Breakfasts when traveling instead of hotels. • Enjoy having meals at restaurants at least once a week. • Enjoy personalized service and attention.

39. Market Needs • Mountain Rose Bed & Breakfast provides its customers with a beautiful, relaxing, luxurious, mountain setting B&B. Mountain Rose Bed & Breakfast seeks to fulfill the following benefits that are important to their customers:

40. Market Needs • Selection: • Mountain Rose Bed & Breakfast has twenty different rooms, each with its own unique, breathtaking view of the Blue Ridge Mountains, as well as customizable spa treatment packages

41. Market Needs • Accessibility: • Mountain Rose Bed & Breakfast is located in the city of Asheville, North Carolina near the Blue Ridge Parkway providing accessibility for the people from Asheville, as well as travelers in the Blue Ridge Mountains.

42. Market Needs • Customer Service: • The customers will be impressed with the level of attention and service they receive.

43. Market Needs • Competitive Pricing: • All rooms and services will be competitively priced relative to similar bed & breakfasts and spas in the region.

44. Market Trends • The market trend for Bed & Breakfasts is an increase in occupancy on a national scale. For many years, Bed & Breakfasts existed, but were disregarded as an option for accommodations by the general population. When most people went on vacation or traveled, they would tend to make reservations at a traditional hotel or motel. Within the last few years, people have begun to discover bed & breakfasts and appreciate the additional services that they offer relative to traditional accommodations. The industry has seen an increase in occupancy, from out of state travelers, as well as, from local people that are looking for a place to escape from their homes.

45. Market Growth • In 1999, the national Bed & Breakfast market reached $543 million. Sales are expected to grow by 9% for the next few years. This growth can be attributed to a couple of factors. The first factor is an appreciation for more personalized services that a Bed & Breakfast provides.

46. Market Growth continued • Another factor driving market growth is the increase in airfare prices, which makes non-local vacations less practical and more costly. People are turning to Bed & Breakfasts in unique locations as vacation spots instead of flying.

47. Market Growth continued • And lastly, as the number of work hours Americans perform has increased in the last few years, people are relying on weekend getaways as a way to briefly distance themselves from their workweek. Bed & Breakfasts provide people this option, and this has been a group that has gotten larger in the last few years.

48. SWOT AnalysisInternal Factors • Strengths: • Quality establishment and fantastic facilities. • Great location with scenic landscape and near many amenities. • Owner and key management who are passionate about their work. • Largest Bed & Breakfast in the area. • Land availability for possible future expansion.

49. SWOT AnalysisInternal Factors • Weaknesses: • Limited brand visibility and awareness. • Limited number of rooms leads to limited amount of sales and revenue. • The Challenge of providing quality services and products while keeping low labor and overhead costs.

50. SWOT AnalysisExternal Factors • Opportunities: • Growing market with a significant percentage still not aware of Mountain Rose Bed & Breakfast. • Increased interest and awareness in the Blue Ridge Mountains attracts new customers. • Increased airfare leads people to look for retreats within driving distance. • Increased stress on American lifestyles, increasing people’s need for weekend getaways where they can relax and restore themselves.