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1.Resume of the project

The goal of the project is to open a bath complex in Rostov-on-Don, consisting of two baths in the traditional Russian style.

The project involves the construction of a log house with two main bath areas, each including one steam room, one washing room, one rest room. The complex also provides a shared bathroom and a wardrobe with a hallway. A competitive advantage is the family business scheme: the bath complex is located on a plot at the private home ownership of the project owner. All the main functions of maintaining the bath in working order and the provision of basic services are carried out by the owner of the project and his family members, as well as two administrators working in shifts. Due to the family format of the project, such fixed costs as rent for the premises disappear, as well as the costs of wages for the bather, masseur, cleaner, etc. are reduced.

The main services of the bath complex:

1. Hourly rent of a bath (minimum order - from 2 hours)

2. Bathhouse attendant services (steaming)

4. Peeling, wrapping

5. Rent of a gazebo and barbecue

6. Sale of snacks and soft drinks

The opening of the bath complex will require 3,454,000 rubles. About 43% of the initial investment or 1,500,000 rubles. it is planned to attract from their own savings, 57% or 1 954 000 rubles. make up borrowed funds. The loan rate will be 22%. The loan term is 2 years with a 3-month deferral of the first payment.

The project launch period before the start of sales will be 12 months, which is due to the need to shrink the log house. The main construction work is planned to be completed within 4 months, finishing work, room design, equipment, testing of the steam room are carried out before entering the market. Achievement of the planned sales volume is planned for 3 months of work.

2. Description of the industry and company

Today the market for bath and sauna services is developing rapidly. The opening of a bath is carried out both on private territories (1-2 baths), and as part of hotel, entertainment complexes and SPA centers. The most popular formats are the Russian steam room (mainly on wood) and the Finnish sauna. Turkish (hammam), Roman and infrared baths are also gaining popularity.

An analysis of the Rostov-on-Don market showed that today there are about 150 commercial baths operating within the city boundaries. The most common formats are the Finnish sauna (about 85 points) and the Russian bath (about 50 points), the rest is mainly in the Turkish baths. In about 70% of cases, the bath format is single baths and saunas, as well as complexes of two and three baths. The remaining 30% is accounted for by "bath apartments", baths at hotels and hotels, baths at restaurant and hotel complexes, etc. (baths at water parks, SPA centers, etc.). As a rule, the baths are intended for the simultaneous visit of 6 people (65% of cases), and an additional amount is paid for each subsequent client. About 20% of the saunas have a capacity of up to 10 people and 15% can accommodate more than 10 people. Bath services are used by all categories of the population, which is confirmed by the high range of prices for services: from 400-500 to 3000-3500 rubles. for 1 hour stay in the bath / sauna.

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The bath complex itself is a private courtyard, on which there is a one-story building with two Russian baths for 6 people, as well as a swimming pool, a gazebo and a barbecue outside. The bathhouse is a log house with an area of ​​90 sq. m., divided inside into two zones of 36 and 30 sq. m. Each of them has its own steam room, shower room, washroom and relaxation room. Also in the room there is a common entrance hall with a wardrobe, a bathroom, a utility room. The bathhouse has two stoves. There are three main cooling methods offered to customers. One of the baths is equipped with a small pool, and the other with dead water baths. Also, visitors to both baths are offered cold water pouring from buckets, rent of a gazebo and barbecue in the yard. Additional services include: massage, peeling, body wrap, as well as a tea ceremony with taking out a samovar on wood and buns. The bathhouse works from 09.00 to 00.00 seven days a week.

The management structure of the bath complex is simple. The project is managed by the owner of the project, who combines management with the duties of the chief bath attendant and is constantly on the territory of a private household at the bathhouse. Recording, reception of incoming calls, direct reception of guests and briefing are carried out by two full-time administrators working in shifts. Responsibilities for serving guests (providing additional services such as massage, peeling, etc.) are carried out by one of the owner's family members.

Investment costs for the construction of a log house and finishing the complex with the installation of devices are calculated from the average market prices of 25 thousand rubles / sq. m. Together with the purchase of equipment and installation costs will amount to 3,129,000 rubles. To launch the project, including working capital, 3,454,000 rubles will be needed. For this, 1 954 000 rubles are involved. borrowed funds (57% of the total amount) and 1,500,000 rubles. own funds.

Ownership - individual entrepreneur. The taxation system is simplified. The object of taxation is income (6%).

3. Description of services

Mainly, the bath complex provides bath services for companies up to 6 people. The minimum order is 2 hours in the bathhouse. The client can choose one of two options for a bath: with hot tubs or a swimming pool. As a competitive advantage, it was decided to include in the list additional paid services, such as relaxing massage, peeling, wrapping, making a samovar with buns, and so on. The bath complex service includes a number of free services. A complete list can be seen in Table. one.

Table 1. List of services

The bath complex operates in the middle price segment and is aimed at most of the city's population. Particular attention is paid to the level of service. Home-style cozy atmosphere, polite and high-quality service are designed to attract regular customers. The planned share of regular customers is about 30%.

In addition to services, the bath complex sells some snacks and soft drinks. It was decided to abandon the sale of beer and alcohol due to the ban on selling it in public places and the need to obtain a license. Visitors to the bathhouse are allowed to bring their own food with them, as well as fry meat or fish on a rented grill. If desired, customers can order pizza and other dishes at a discount from a restaurant with which a partnership agreement has been concluded.

Opening a bath does not require a license, however, to start a business, permits from the fire supervision and the free economic zone will be required.

4.Sales and Marketing

People go to the bathhouse for quality services, in order to relax, have fun and relax in a pleasant company. Quite often you can hear negative reviews about the unprofessional services of the baths ("no steam", "no heat", "no cravings"), service shortcomings (rude administrators, cold and unfriendly welcome, "do not give out slippers", "dirty linen") and notes about the interior decoration ("boring interior", "mold in the corners", "poorly cleaned", "cold floors"). All these points will be taken into account during the project implementation. The priority areas of the bath complex are the provision of quality services and the maintenance of a kind and benevolent atmosphere of a Russian bath, where you can come both as a company and as a family with children.

There are about 150 baths on the territory of Rostov-on-Don. The main competitors of the bath complex can be considered baths and saunas, located on the territory of one microdistrict, and this is about 30 units. Their main disadvantages are: rather monotonous proposals and unpretentiousness of the interior design, ill-conceived format (many are called Russian baths or Finnish saunas only conditionally), not always a positive reputation ("bathhouse for insiders", "eatery", "brothel", etc. ), poor quality service. Therefore, the implementation of the services specified in Table. 1., gives an undeniable advantage over competitors.

Today the market is replete with either VIP baths, or inexpensive saunas for adult entertainment or exclusively for men's companies. However, there is a visible lack of affordable family-size baths, where visitors can come with their children. In this regard, it was decided to give preference to the latter. The cost of staying in a bathhouse for an hour is on average only 1,300 rubles, which is the average check for the market for Rostov. Depending on the format, prices in the city range from 400 to 3500 thousand rubles.

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The provision of services is carried out by means of a preliminary telephone appointment. Information about the bath complex with contacts, prices and photographs is posted on the official website, as well as in electronic catalogs. In addition to the site, there is also a group on the Vkontakte social network, which is filled with company news, information about discount promotions, informative posts about the traditions of the Russian bath and so on. SEO-promotion of the official website was chosen as the main method of attracting clients. During the seasonal downturn, demand is stimulated by discounts up to 30%, or when ordering 4 hours, 1 hour is provided free of charge.

5.Production plan

The geographic location of the bath complex is the Pervomaisky district of Rostov-on-Don. The building is located in the private sector, away from major traffic arteries and city noise. Distance from the public transport stop - 300 meters. The bathhouse does not belong to those types of business for which the location on the central highways is mandatory, the baths are visited on purpose, therefore, some distance from the center is not an obstacle for clients.

The area of ​​the complex is 90 sq. m. Expenses for the construction of a log house from rounded logs, including the cost of the project, earthworks, foundation, the cost of an assembly kit (logs with grooves), installation of walls, roofing, laying of communications, and finishing with installation of devices, arrangement of a pool with an area of ​​6 sq. m. will amount to 2.5 million rubles. For the construction of the log house, it is planned to attract a local construction company. The basis for the choice was the company's experience in the market, as well as a case from previously created commercial baths, since the project of the complex is not a standard one.

The costs of equipping the bath complex are shown in Table. 2. In addition to these expenses, the expenses for the equipment of the courtyard territory, installation of fire and burglar alarms are envisaged.

Table 2. Equipment costs

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Most of the work to ensure the functioning of the guest house is carried out directly by the owner and his family. The staff is represented by two administrators (Table 3). During the peak sales season, hired workers (cleaner, plumber) are involved. Accounting and security services were outsourced to specialized firms.

Table 3. Staffing table and payroll

The main running costs are housing and communal services, purchase of firewood, laundry services (washing sheets and towels). Spending on housing and communal services, in particular, implies a constant part - the minimum payment for services, and a variable part, which depends on the number of guests.

When calculating the sales plan (see Appendix 1), a factor such as seasonality is taken into account. The decline begins with the May holidays, from the moment people leave for their own country houses and heat their own baths. Sales peaks are recorded on holidays - New Year, February 23rd and March 8th. The factor of increasing recognition of the bath complex is also taken into account. The planned volume of occupancy in the first year of operation is 30-40%, in the second year - 40-50%, in the third - 60-70%.

6.Organizational plan

The process of managing the bath complex and strategic planning is entrusted to the owner. He also chooses the methods of marketing promotion, interacts with intermediaries, and also combines the duties of a bathhouse attendant. Direct reception of guests, instructions, recording are carried out by staff administrators. The auxiliary functions of cleaning, as well as the provision of additional services are entrusted to the family members of the owner. In-house and outsourced workers report directly to the business owner. The family business format allows you to minimize the cost of paying wages.

7 financial plan

The costs of the investment period of the project include: the cost of building and finishing the bath complex (2.5 million rubles), the purchase of equipment (629 thousand rubles), website development (25 thousand rubles), working capital (300 thousand rubles .) Total: 3,454,000 rubles.

The costs of the main period include the salary of the bath administrators, the minimum payment for utilities and electricity, laundry services, an accountant, and security.

The financial indicators of the project, calculated for a five-year period of work, are presented in Appendix 1.

8.Evaluation of project effectiveness

The bathhouse project is distinguished by a high level of start-up investments required for construction and equipment. An impressive time span is also required. The advantages of the project include a relatively low cost of the main period, the absence of rent, large expenses for payroll.

The payback period of the bath complex will be 14 months, and the discounted payback period is 16 months. Performance indicators are shown in Table. 4.

Table 4. Indicators of project performance

9 risks and guarantees

The bathing business is a well-developed type of activity. However, contrary to popular belief, it cannot be classified as a passive business. Maintenance of the bath requires daily participation, renewal of some elements of the bath due to the high degree of depreciation. For high-quality service of visitors with maximum efficiency, it is proposed to overhaul the bathhouse every 5 years for up to 25% of the original construction cost. The main risks of the project are listed in Table. 5.

Table 5. Assessment of project risks and measures to prevent their occurrence or their consequences

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