Management Business Plan

Hillview Wedding Center

Management Business Plan Project

Rebecca Melendy

Hillview Wedding Center

I. Description of establishment, organization, business, or departmenta. It will be an outdoor landscape with flowers and a manmade waterfall and pond fixture

with enough space to seat 200 guests for a wedding ceremony. There will be a building not far away where a reception could be held. It’ll be a 60 x 80 ballroom with high ceilings and enough space to accommodate 300 people for dinner. This would be like a one stop shop for all wedding related services. I would have the facilities mentioned above to hold the ceremony and reception, and I would also have a photographer, florist, baker, chef, and DJ services to offer couples.

b. My mom and stepdad have land on W7247 Hillview Road in Greenville and they plan on retiring soon, so I would build my business on the farmland. I would only have to plant grass where I want it to be, and there would be plenty of space to build a waterfall and have enough space for seating. Hillview Road is only about a half mile long and they own most about half of the land on the road, so I would probably build it back off the road a little ways so it’s off on its own a little bit and we wouldn’t have to worry too much about noise. There’s also a treeline surrounding the fields, so that is a more aesthetically pleasing background than more fields or houses.

c. The purpose of the business is to be a one-stop shop for all wedding related needs. Services provided would include: floral, bakery, photography, musical entertainment, and food service. Couples would have the option to work with our employed florist, baker, photographer, DJ, and chef or bring in a different vendor of their choosing.

d. We would market to engaged couples who are looking to get married in the Fox Valley area. The prices would be around average for the services we offer, so we would market to a middle class audience who would want a nice wedding and be able to afford prices that would be about average for a wedding in that area. Most people are getting married in their mid twenties, so we would market mostly to people in their twenties.

e. Competition would include other wedding vendors such as the Radisson on College, Bridgewood in Neenah, and Homestead Meadows Farm; winters would be the off season where we probably wouldn’t have as many weddings so we could hold other events in the ballroom. Another competition would be people wanting to do it themselves, as far as decorations would go. It’s so easy to find ways to do cool things online such as Pinterest or Etsy, so we would have to keep ourselves up to speed on what is out there for them to find and be able to do it ourselves so we can do it for them instead of them deciding to just do it themselves.

II. Planninga. Mission Statement: To provide engaged couples with an easy and stress-free way to

plan their wedding. Every couple will have their perfect wedding day and remember it forever.

b. Core values: Ease – we want the couple to feel like wedding planning can be easyUnderstanding – we want the florist to understand the atmosphere they want and the photographer to understand the kinds of pictures they are hoping for etc.

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Value – the couple needs to feel like they’re getting what they want for what they’re paying for.

c. SMART Organizational goalsi. Long term goals:

1. After about 5 years of business I would like to expand and create another ceremony site on the other side of the building and have the focus of that one be trees and the natural beauty of the forest on the land. This would allow me to potentially have twice as many wedding ceremonies. My goal would be to have the number of ceremonies held at my business increase by 60%.

2. After 2 years of building up my options of florists, bakers, DJs, and photographers, I would like to have 85% of the weddings held at my location to use all of the services we offer.

3. After I have been established and had 3 seasons to do plenty of weddings, I would like to be named a Best of the Bay winner for at least one of the services my company offers. A season would be from April 1 through September 30.

ii. Short term goals:1. I will for sure want to have one baker, florist, photographer, and DJ, but

I would like to be able to work with multiple options for florists, photographers, bakers, and DJ’s so that couples would be able to work with the one that fits them best. My goal would be to have at least two options for each within my first year of business.

2. Another goal would be to go to wedding shows and bring in 30% more reservations for the season from meeting couples at the wedding shows for every season.

3. Get at least 20 reviews back from couples every season so I can see what they thought we did well on and what things we could improve on.

III. Organizinga. Organizational chart

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Me The Couple

Photographer 1 1

Photographer 2 Florist DJ Chef Baker

Assistant Assistants Cooks Servers Bartenders

b. Organizational culturei. The culture will encourage creativity since everyone wants their wedding to be

one of a kind, so the employees will be encouraged to always try to come up with new ideas or new ways to do things to make their jobs easier or to figure out something to make the bride and groom happy. On wedding days the employees will be expected to have a good time doing what they have to because weddings are supposed to be fun celebrations and if the employees aren’t having fun, it will show through and the guests will not have as much fun either. People feed off of other peoples’ energies and if my employees are radiating a bunch of energy, the guests will feel more energized as well and they will have more fun. When working with the bride and groom or parents or whoever we will be working with to plan their wedding day, we will show them that we can have fun but that our priority is to make sure that everything goes smoothly for them so they have nothing to worry about.

ii. Before every wedding we do, we will round up the employees before they get too into their shifts and explain to them what the couple is going for so everyone is on the same page. With everyone understanding the goals of each specific wedding, there will be no confusion about what the couple expects from my company and when everyone knows what is going on, they will be more free to have fun instead of worrying about what they should do. For example, if an employee is decorating but doesn’t know if the couple is going for a more elegant theme or a more rustic theme, they might have a hard time deciding how to decorate something, but if we give the employees an explanation that the couple wants an elegant feel, they will not have to stress about finding out what would be best and they can just have fun putting out the ideas they think best fits that style. Another thing would be to encourage creativity. We would encourage employees to spend time at the company to play around with things we have there and to work together to come up with new ideas. We would have a subscription to the magazine Oriental Trading Wedding so that the employees can have a constant income of ideas so they can better personalize every wedding they do. Employees will be encouraged to talk with the couple as much as is necessary to fully understand what it is they are looking for. To make sure the employees have fun while preparing for a wedding, we will allow them to play music in the building so keep them upbeat and having a more fun attitude. This would be ok to do because no guests would be there during set up, then once a predetermined time for the members in the wedding comes, the music would have to be shut off so the mood can shift to more romantic for the couple. We could still play fun music in the kitchen and floral staging room though to keep the employees energetic and having a good time.

IV. Leadership

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a. Personal Strengths and Growth Areas Inventory: i. My strengths include being faithful in fulfilling obligations to people, work, and

ideas that I’m committed to. Another is that I am capable of great concentration and output when fully engaged in a project. Something that the Meyers-Briggs test said of my personality was that one of my weaknesses is that routine work is difficult for me to do if it doesn’t have much meaning to me. I realized that that was spot on and if I don’t really have an interest in something, I find it difficult to focus on and get done as efficiently as something I’m passionate about. Another weakness is that I can start doubting myself and others under great stress, and if there’s a wedding coming up and I get stressed about something not going right and having to make sure their day still ends up perfect, it could potentially reflect poorly on my work.

ii. I think that being faithful in fulfilling obligations would be beneficial to me running my business because then no one would feel let down by me. I really like to please people, so no matter if it’s the bride and groom or the employees, I will strive to do everything I can to keep them happy. I think that once I’d get wrapped up in doing a wedding, it would be easy to concentrate on it and come up with great ideas to do; I would be able to be very productive since I’d be enjoying what I’d be doing and I could be as creative as I want. Even though I would be doing weddings, all weddings are so different, so I think I would be able to mix it up enough where I wouldn’t get stuck in too much of a routine where I would get bored. I would be constantly working with different couples and family members who will want different things for the weddings and have different ideas of how they picture their day. As for the part about getting stressed, I think I will have to make sure to delegate tasks if I feel overwhelmed so that everything can go as smoothly as possible. If necessary, I may find that I might have to hire on more people if I find my workload to be too much.

iii. To make sure I don’t get bored in a routine, I will make sure to keep up on my research of new trends and always stay open to new ideas from anyone. It’s so easy to customize a wedding, and it’s very difficult to have them all the same, but I will do everything I can to make sure I’m always bringing new ideas to the table to share with couples. I could see myself getting stressed if something goes wrong when there’s a wedding coming up, so I will have to make sure that I have plenty of back up options for things and people I can trust to make sure they will get things to work out in the end. I know that a wedding is very important to a couple, and I would not be able to live with myself if it was ruined. I would make sure to have people I could delegate tasks to so that I can still deal with my work and not become overwhelmed. I would also make sure that those people are trustworthy so that I have peace of mind knowing they will take care of it and I will be satisfied with what they come up with. I would always want to better myself, so during the off seasons when I’m not so busy doing weddings, I could take some management or business courses just so that

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I could run my business more efficiently and I could also become a better manager to my employees and keep them as happy as I can.

b. Motivating and Developing Employees:i. Every time we get 7 perfect reviews from a wedding, we will have an employee

appreciation day. This will motivate the employees to make sure everything goes smoothly so the couple has nothing to complain about on the review (9).

ii. Every employee that brings in a couple that decides to have the wedding at our location will get a $50 bonus (9).

iii. We will have an end of the season get together every year and we will have awards for different things. I would probably keep the awards general such as most personable or most personal compliments since all the positions are so different (9).

iv. Giving special verbal recognition in front of the team to employees who go above and beyond what is expected from them to keep them motivated to keep doing it (9).

v. Every once in awhile order pizza or subs or something to the facility to show their consistent work is appreciated (9).

c. Surviving in a Flat World:i. My business would survive in a flat world because of location. Although

destination weddings are becoming more popular, most people still want to get married close to where they live so family doesn’t have to travel far, or other people might not be able to afford to travel to get married so they have to do it close to home whether they wanted to or not. People will not stop getting married, so the concept of marriage will also stay in a flat world, so I won’t have to worry about having a shortage of people who want to get married. Also, since there aren’t many weddings during the winter, I could also use the reception space for other events too. Companies will also not have the option of travelling far if they want to throw something like a Christmas party for all the employees and their families.

ii. This company will require a ton of creativity. I would need to come up with a new creative way to decorate the ballroom or design the cake for every wedding. I would have to be able to envision what the couple wants everything to look like on their wedding day so I can help make it a reality. Daniel Pink talks about design in his book A Whole New Mind and he mentions how everything has to look appealing to the eye, but also should serve a function. I would have to use design in my business all the time because I would have to make sure that the ballroom always looks beautiful but it has to work with the couple’s theme and still allow the employees to be able to function and do their job. Another would be making sure the food has excellent presentation, but it also still tastes amazing. Pink also talks about the importance of play in the workplace. I would be able to incorporate play by playing music while the employees are there getting ready before a wedding so they could feel more

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free to let ideas flow and so the silence doesn’t seem so uncomfortable. The employees would have a lot of time when they’re working where they are doing something with their hands and would have time to talk to each other, so allowing them to have good conversations with coworkers allows them to build good relationships with their coworkers and their busywork will go by quicker than if they just had to sit there alone working on it.

V. Work flowa. See next two pages. The first page shows the whole property and the arrows show the

flow of people. The second page shows a detailed picture of the reception hall and the arrows show the flow of food.

b. There will be a concrete path that leads from the building/parking lot to the ceremony location so that wheelchair will be able to smoothly ride on it and people with crutches or canes will have a smoother and more stable ground to walk on. The path leading from the parking lot to the ceremony site and from there to the ballroom would not have a grade of more than 8.3% (6). The doors that connect the ballroom to the outside and the bathroom doors will have automatic door activation controls that can be pressed to open the doors automatically (7). We will also have a policy that allows service animals for people with disabilities (7). The animal would not be allowed in the kitchen, but guests aren’t allowed in there either, so that shouldn’t be a problem.

c. Servers would have different aspects to their job so they would have a lower risk of injury. They would be putting plates of food onto trays and carrying the trays out to the tables, which could cause injury, but they would only bring out a couple trays each and all the tables would have food. They would then bring back dirty dishes as the guests finish their meals, so they could probably use a bus bin to put dishes in and carry that back to the dish room. A couple servers would then also be expected to stay and run the dishes through the dish machine and put dishes away. This job requires many different tasks, so the employee isn’t doing the same thing repeatedly throughout the whole shift. If employees would like to be trained in more than one job, we could train them in it and then be able to offer job rotation. For example, if a cook wanted to learn how to serve too, they wouldn’t be standing around a stove most of the shift, and they would be able to mix it up on different days. After setting everything up and getting food cooked, we would have everyone take five minutes to stretch out or take a short walk before the reception would actually start so everyone can feel refreshed and rejuvenated before diving back into the work.

VI. Marketinga. One way I will get my company’s name out to the public would be getting a space at a

wedding show. At the wedding shows, the only audience there is are couples who are getting married and people they bring with them, but the purpose is to find things for their wedding. This would be a great way to be able to personally talk to couples and establish a personal connection that they will remember more than seeing something online.

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b. I will use bundling to make potential customers more attracted to the services I have to offer. The more services they use through us, the better the deal they will get on everything and when it comes to wedding planning, getting the same amount of service or goods for less money is huge. This tactic will market to the cost-conscious couples who want to get the most for their money.

c. I will also have a facebook page where couples can share it with friends who might be getting married and they can write testimonials on the page. I want my business to be spread through the word of mouth and I want it to be easy for people to have access to information we have online.

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VII. Staffinga. Job description (10):

i. Job Description: Server Employee Name ___________________________

Qualifications:Must have at least two years experience in a restaurant or similar food serviceMust be at least 18 years or olderMust have reliable transportation to and from work

Expectations:Employees will be expected to plate food before it goes out to the guests and then carry trays of food out to the ballroom and distribute the meals to each guest. They will be expected to make sure water pitchers at the tables stay full and they will clear the plates and silverware off the tables when the guests are finished eating. After the meal, servers will have to stay and clean the dirty dishes and polish silverware for the next use.Employees will be expected to work nights and weekends, since most weddings occur on Friday and Saturday nights.

Physical Requirements (please check the necessary job functions you are able to comply with):□ Standing□ Walking□ Lifting up to 20 lbs□ Carrying up to 30 lbs□ Balancing trays□ Repeated bending when placing food on tables□ Oral communication□ Hearing (communication)□ Exposure to loud sounds (DJ)

OSHA blood borne pathogens□ No risk for blood or body fluid exposure as part of job expectation

Protective Equipment□ Wearing gloves

Manager Name ________________________________________

Manager Signature ________________________________________ Date _____________________

Employee Signature _______________________________________ Date ______________________

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b. Interview Questions:i. Closed Questions: Do you have experience serving tables? Will you be able to

perform all necessary job functions, including carrying trays of food (12)? Are you available to work weekends?

ii. Open Questions: What qualities do you have that you feel would benefit the company? Please describe your previous job duties (12). Why do you want to work for this company?

iii. P.A.R. Questions: (1) Tell me about a time you were unhappy about something at work, did you talk to a manager? What did they say and did you feel like it was resolved? (2) Tell me about a time you had an unhappy customer, what did you do to make them feel better? How did they feel when they left the establishment? (3) Tell me about a duty you didn’t like to perform, how did you make sure it got done? What was the outcome?

c. Recruitment Advertisement:

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Servers WantedHillview Wedding Center is looking for a few talented

servers

$3.00/hour plus tips

Must be 18 years or older, have reliable transportation, and at least 2 years experience serving tables.

Employees would need to be available to work nights and weekends

If interested stop by for an application at W7247 Hillview Rd. Greenville, Wi, 54942 or contact Rebecca at (930) 258-3340.

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I would hang this up at Lawrence University and Fox Valley Technical College since college students would be a great audience of people who would need weekend jobs. I would also put it online so that I could reach people who weren’t necessarily in college and were looking for a job serving tables, maybe single parents looking for extra income on the weekends.

d. Orientation: Taylor Engelke helped give me some ideas about how to write up an orientation checklist.

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New Employee Orientation Checklist

Employee Name ____________________________________ Date of Hire _______________________

Position ___________________________________ Manager _________________________________

Day 1 Employee will be training today with _________________________________________

□ Give employee uniform

□ Give employee an employee handbook

Policies

□ Review Policies and Procedures found in the employee handbook with employee:

Vacation and sick time Dress code

Harassment Employee terms and agreement

Payroll agreements Workplace safety

Probationary periods Legal disclaimers

Drug testing policies Hiring policies

General Work Information

□ Introduce employee to coworkers and managers

□ Show employee how to clock in and out

□ Review general work assignments and training schedule

□ Review job description and expectations

□ Review schedule and hours

Legal Work

□ Fill out necessary tax papers (I-9, W-2, and W-4) and collect identification (SS card, Drivers license, or birth certificate, etc)

Tour of Facility

□ Where to park □ Restrooms

□ Fire extinguishers □ Cleaning supplies

□ Emergency exits □ Storage rooms

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□ Telephones □ Personal belonging storage

Employee Signature _____________________________________ Date __________________________

Manager Name ___________________________________

Manager Signature ______________________________________ Date __________________________

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e. Performance Review Form (8):

Satisfactory Unsatisfactory

Shows up on time for shifts 5 4 3 2 1 0

Works well with other team members 5 4 3 2 1 0

Will reliably do what is asked 5 4 3 2 1 0

Uniform is neat and clean 5 4 3 2 1 0

Performs all job duties 5 4 3 2 1 0

List the areas you feel you excel in:

List the areas you feel you could improve on:

Areas for improvement:

Additional comments:

Employee Name ___________________________________________

Employee Signature ______________________________________ Date _____________________

Manager Name ____________________________________________

Manager Signature _______________________________________ Date _____________________

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f. Policy and Procedures:i. Vacation and sick time, dress code, sexual harassment, employment terms and

agreement, payroll agreements, workplace safety, probationary periods, hiring policies, legal disclaimers, drug testing policies.

ii. In order to demonstrate professionalism and proper sanitation, all employees will comply with the dress code. This establishment takes pride in being professional and sanitary, so all employees must wear their clean, assigned uniform for the job they will be performing as well as having long hair pulled back. Wearing dirty clothes or having loose hair could affect the quality of the food served to the guests. Any employee who does not follow these guidelines will receive a verbal warning and be asked to correct the problem before being allowed to continue working (11).

VIII. Productivity and financial managementa. I would be able to measure my success by the number of referrals I get from previous

customers. If I get 5 referrals in a season, then that means people are saying good things about my business and it’s getting around to people who are giving me more business. I could also measure my success by how many weddings use all of the services we offer. If there aren’t many weddings choosing to use one of my DJs or something, I will know that particular DJ may not be providing the couple with the quality of service they expect. In that case I would probably have to stop using that DJ and find another option for couples. I also think that the number of vendors I would have willing to work for me would be a good indication of how successful my business is. No one would want to work for an unsuccessful business, so the more vendors that show interest in being a part of my company, the more I will be able to see that it looks good to other people as well and they want to be a part of the success. If I start to lose vendors or I don’t have any that are interested in working with me, I will have to reconsider things such as: how much they make off of a wedding at my company, the number of hours they’re working, or if there’s another problem so that I can figure out what is wrong and correct it to keep vendors interested in working with me. I would track this by how often I lose vendors. If the average time a vendor works with me is 1 year, I would know I would have to make some changes so vendors would want to still work with my company.

b. Budget:

Budget for the month of June

Income Projected Actual VarianceCeremony 8,000Ballroom 40,000Photography 12,000Flowers 14,400DJ 11,200Cake 4,000Bar 20,000

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Total 109,600

Expenses Projected Actual VarianceFood Costs 12,000Hourly wages 3,480Utilities 2,000Property taxes 333Independent contractors

33,280

Liquor costs 14,400Liability Insurance 500My salary 10,000Total 75,993

c. I put the price of holding a ceremony at $1,000 because I have seen some places where you can have the ceremony for $200 and I’ve seen them go up to $2,000. I want to be able to cover the cost of running the fountain but still not too expensive. For the ballroom category I would do what most people do and waive the room fee if they hit the minimum food purchase amount which would be $5,000. There would also be tax 5% and gratuity 18% that would be added onto the price, so that would take care of those costs too. I would have the photographer charge $1,500 for 8 hours of photography and the couple would get the copyright so they could print off the pictures they want. I have found photographers range from $1,000 up to around $3,300 and I want to keep it at a reasonable price, especially with bundling. I have seen cakes range from $100 to almost $1,000 depending on how big it is, the amount of detail and time that needs to be put into decorating it, and how many people it’s supposed to feed. I figured if I average the weddings cakes, they would come to an average of $500, which would be $1.67 per slice for a 300 person wedding. An average price of a piece of wedding cake is $1.50-$2.00, so figuring about $1.67 per slice is not unreasonable, and some people will have more expensive cakes and some will have cheaper cakes that aren’t very intricate. I would offer different beverage packages depending on how much alcohol the couple plans on purchasing and letting the guests drink for free and what the guests would have to pay for themselves, so I would guess the average amount a wedding bar would bring in would be about $2,500 for a wedding of 300 people. As for costs, I think the average meal would cost about $5.00 to make. It costs about $1.32/lb for chicken breast (3) and $4.99/lb for sirloin (2), and each plate would get ¼ of a pound of meat and a variety of side possibilities including vegetables, salads, rice, potatoes, and others. As for hourly employees, I would have the cooks making $9.00/hour and servers making $3.00/hour plus gratuity. I would have each server bring out food for three tables, and if each table in a 300 person wedding can seat 10 people, I would need 10 servers on. I would have my head chef in charge of the meals, and I would have a

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cook working on salads, a cook doing the vegetable side, a cook doing the potatoes or rice, a cook baking the bread, and two or three chefs cooking the main entrees depending on if the couple decided on two or three options to serve the guests. So that would be 7 cooks making $9.00/hour and they would probably need to be there cooking food at least four hours before the meal gets served, plus cleaning up would probably make 5 hour shifts. So I would have to spend about $315 for all of the cooks to work one wedding. Servers would have to be there about an hour before to set up place settings and then stay after the meal to clean up so probably about 4 hours. I would have to spend $120 plus they would get the 18% charge for gratuity split up amongst them and the bartenders. I decided to estimate the cost of utilities to be about $2,000 dollars because I would have to pay to run the waterfall outside at the ceremony site, run a kitchen and bakery, have enough electric for a DJ and their lights and I feel like those things would take up a decent amount of money, especially with a decently large facility. I know of a 2,000 sq. ft. building whose utility cost is about $800, but with the kitchen and about double the space, I think I should estimate about $2,000. As for property tax, I looked up a reception hall on the county website and found out that another reception hall in that area pays about $333 per month, so that’s what I’ll use for mine (4). I looked up the average cost of liability insurance (13) of reception venues in the area, and I used $500, since it was in the ballpark of what I found. I would take 20% from the prices of the independent contractors to go towards building costs since they are able to use this building and they would get the rest of whatever price they set with the couple. This would mean I would get $1,040 of the $5,200 brought in and I would have to pay out the $4,160 to them. I figure it would cost me $100 per ½ barrel of beer, and if the couple wanted 2 barrels at their wedding, it would be $400 (1). If bottles of wine were an average of $15, and it served about 200 people, that would cost $1,400 (14). Adding up the liquor costs would equal about $1,800 that I would have to spend to buy it, but I would charge them about $2,500, which is a little less than 50% mark up. There would be 48 Fridays and Saturdays during my season that I would have available to have weddings. I picked June, so I could have 8 weddings during that month for this budget.

d. If I take 109,600 - 75,993 I would end up with a bottom line of $33,607 profit in one month. Over the season of 6 months, I would make a profit of $201,642 if all of the weddings used all of the services. Even if they didn’t, it would only take about $360 out of the profit since the independent contractors get most of the money anyways. I would be able to save that up and still be able to pay my property taxes through the winter months when we might not open and I would have plenty of money to hire on more help if I found I needed it.

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References

1. Buy Keg Beer. Keg prices. Available at: http://buykegbeer.com/keg-prices/. Accessed April 20, 2015.

2. Consumer Meats and Seafood. Boneless beef sirloin steaks. Available at: http://consumermeats.com/details.php?id=2151&c=&s=&pqn=&name=Boneless-beef-sirloin-steak-10lbs-bulk. Accessed April 18, 2015.

3. Consumer Meats and Seafood. Fresh premium whole chicken breast. Available at: http://consumermeats.com/details.php?id=2225&name=Fresh-premium-whole-chicken-breast-40lbs-case. Accessed April 18, 2015.

4. Outagamie County, WI. Available at: http://outagamiecowi.wgxtreme.com/property. Accessed April 19, 2015.

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10. Schmitz S. Job description with knowledge, skills, and abilities. Management in dietetic practice course. 2015.

11. Schmitz S. Policy and procedure statement. Management in dietetic practice course. 2015.

12. Schmitz S. Pre-employment Inquiries. Management in dietetic practice course. 2015.

13. Trusted Choice: Independent insurance agents. How much does business insurance cost? Available at: https://www.trustedchoice.com/business-insurance/compare-coverage/cost/. Accessed April 20, 2015.

14. Wine Folly. Buying wedding wines: what to get and how much. Available at: http://winefolly.com/tutorial/buying-wedding-wines/. Accessed April 20, 2015.

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