OASIS DAY SPA
123 S. Boulevard
San Francisco, Ca 43022
415-223-5543
www.oasisspa.com
EXECUTIVE SUMMARY
MISSION STATEMENT
Oasis day spa believes that the elimination of stress and tension is critical to the
improvement and maintenance of overall well being.
Oasis day Spa works to improve quality of life through physical and mental
rejuvenation. Self esteem and a balance of health and wellness is achieved in
the Oasis of calm at our Spa.
Treatments, designed to satisfy the whole body, are provided by highly trained
staff in the field of massage therapy, esthetics and skincare as well as a full
range of body therapies.
Our on-going goal is to exceed the expectations of our individual, group, and
corporate clientele with hands-on professional service.
BUSINESS DESCRIPTION
Oasis Day Spa offers a wide variety of mind and body healing services and
products. The salon aspect of the business will provide both males and females
with any type of hair styling services. The spa business is devoted to providing
holistic methods of massage, body work, and energy work. This is all done in a
relaxing, serene setting
MARKETING STRATEGY
The greater majority of customers will be from the nearby Interstate and
surrounding businesses. The use of radio, billboard and television advertising will
be a major asset made to attract customers. Other uses of promotional media wil
include web site ordering, direct mail, affiliate marketing that includes other
websites, ie amazon and hotels and resorts.
OBJECTIVES OF THE BUSINESS
To carry out our business mission, the main objective of the team to operate the
first year with minimal loss have a decent operating profit by the second year of
operations.
 Enhance the work environment and compensation for all our
employees
 Implement management policies that will result in a above the
average returns to any investors and also will not interfere with the
spa’s capability to provide the top of the line service to its customers
 offer competitive compensation, continuing education on treatments
and products, discounts on products and spa services
 make our customers goals for inner and outer wellbeing as simple as
possible
Objectives to support these goals include:
 continue to develop the quality of our superior customer service
 Implement a benefits plan for all employees, both full and part time.
 work to give our employees the proper training and knowledge
needed to fulfill what our name says about us.
Company Background:
Our company will provide services for our clients that include: customized
skin treatments, full body waxing, massage, hair services, makeup applications,
manicures and pedicures. We will carry a variety of hair and skin care products
that our clients can purchase for their at home use, so that they may maintain
their customized services. Having insurance will be vital for our company as we
are dealing with chemicals and people. Our company will have opportunity for
growth as the more business we receive the more products and services we will
be able to offer. Our business will pose little risk as even during a dwelling
economy, people will still need their hair and beauty services maintained. Each of
our employees will be required to supply their own proof of insurance or be
added on to the business insurance coverage which will result in a fee. Salon
Spa Association provides coverage for professionals in the beauty industry for as
low as $165/per year.
Management Team
Spa Manager- Assist with overseeing the daily operations of the spa, as
well as organizing finances and payroll. Oversee and acknowledge employees
are meeting goals and following rules.
Spa Coordinator- Handle all clients in a professional, courteous manner,
serving as the day spa’s first impression. He/she is responsible for the overall
operation, and cleanliness of the reception area including scheduling
appointments. They should anticipate the client’s needs, and exceed their
expectations.
Certified Massage Therapist- Experienced and licensed. Nonsmoker.
Trained in all types of massage including: Deep Tissue, Hot Stone, Prenatal
etc…
Esthetician- Experienced and licensed. Nonsmoker. Full body waxing. At
least one year in the field. Microdermabrasion, anti-aging, sun damage, make up
artistry etc.. Manicurist/Pedicurist- Natural nail care, silk wraps, and must give
great massage.
Hair Stylist- Performs haircutting, coloring, shampooing and styling. Eager
to continue education and stay up to date with latest trends.
FANICIAL PLAN:
Five Year
Projections
Income Statement
Net sales
1
2
3
4
5
$1,540,000 $1,680,980 $1,725,450 $1,845,650 $1,945,250
Cost of goods sold
600,000
650,450
Net operating income
$940,000
$1,030,530 $1,054,500 $1,135,420 $1,198,730
Operating expenses
864,000
899,460
921,350
965,020
999,560
$131,070
$133,150
$170,400
$199,170
Net income
$76,000
670,950
710,230
746,520
The net sales are based on 8 customers an hour at a $ 62.50 an hour per
customer, also a retail selection of at home spa treatments. We start can start out
with ten employees making $35,000 a year which is comparable to what a
message therapist( which is a general occupation in this type of business but
does not necessarily represent the only type of employee on payroll) makes in
our area a year, according to salary.com.
The cost of goods sold represents all: (both supply for services and retail) facial
treatments, herbal supplements, body lotions, body crèmes, ect... With some
costs from $50-$150 per unit.
The operating expenses are based on a monthly cost witch is broken down in the
start up capital estimate.
CAPITAL REQUIRED:
Start-Up Capital Estimate
Monthly Costs
Monthly
Expenses
Cash
Needed to
Start
% of
Total
Salary of owner-manager
$5,500
$11,000
2.6%
All other salaries and wages
30,000
90,000
21.3% 10 @ 35000/year
Rent
1,300
3,900
0.9%
Advertising
2,500
7,500
1.8%
Delivery expense
1,500
4,500
1.1%
Supplies
10,000
30,000
7.1%
Telephone
300
900
0.2%
Other utilities
1,000
3,000
0.7%
Insurance
1,250
1,250
0.3%
Taxes, including social security
1,250
5,000
1.2%
Loan payment
10,000
30,000
7.1%
Maintenance
2,000
6,000
1.4%
Legal and other professional
fees
1,000
3,000
0.7%
Miscellaneous
5,000
15,000
3.5%
Subtotal
72,600
$211,050
49.9%
Source of
Estimate
1300 sq ft at $1.00
sq ft
$500,000 at 60
months
One-Time Costs
Cash
Needed to
Start
% of
Total
Fixtures and equipment
$65,000
15.4%
Decorating and remodeling
25,000
5.9%
Installation charges
7,000
1.7%
Starting inventory
25,000
5.9%
Deposits with public utilities
2,500
0.6%
Legal and other professional fees
15,000
3.5%
Licenses and permits
17,000
4.0%
Advertising and promotion for opening
30,000
7.1%
Cash
10,000
2.4%
Other
15,000
3.5%
Subtotal
$211,500
50.1%
Total Estimated Start-Up Capital
$422,550
100%
Source of
Estimate
All wages and salaries are based on average yearly incomes (broken
down into monthly wages) in our area.The initial loan or investment amount is $
500,000 dollars which is broken down in the chart above. The repayment term is
based on a 5 year loan at a 5% rate which is broken down to $10,000 a month
payment. The minimum building size would be about 1300 sq ft and cost is
factored at $ 1.00 a sq ft a month in rent. The estimated fixtures and equipment
include but are not limited to: computers, phones tables, chairs, desks, supplies
and other various one time fees. An initial investment to set up the proper
atmosphere inside and out of the building is represented in the decorating and
remodeling column. The difference between the total estimated star-up capital
and the initial loan amount shall be kept in a bank account for liquidity money
which is to be used at discretion where needed.
Marketing Plan
Strengths of this particular day spa are that of superior service compared
to the rest. We aim to make our customers extremely happy with the service that
they recieve and only employ the best that there is to make sure nothing is done
wrong. Weaknesses of this particular day spa are that he products that we
provide, and sell, at this particular day spa are that we sell superios products and
provide a guarantee that if the consumer is not content with thier product, they
can attain a refund. Price comparison is cheaper than most day spas, as we
provide the highest quality at lower prices, and strive for a great reputation.
Location Analysis
A proposed area for great business in day spas is around the higher
income brackets, seeing as they are more likely to handle bigger amounts,
although the business cannot discredit the middle man. A great area would
be near an interstate and surrounding businesses. Vehicle and pedestrian traffic
will account for a smaller percentage of customers but the majority from the
interstate and the businesses surrounding the spa.
Management
At Present, Mr. Tony XXXXXXX is the owner and manager of Oasis Day Spa.
Tony has over ten years prior experience in the Hotel and Day Spa industry
working for state competitors. Mr. XXXXXXX has previously worked in a
variety of service related industries as wall as marketing and product
services.
Oasis Day Spa has been a business partnership for two years, realizing a
250% growth rate between January of last year to February of this year. The
growth rate of the Oasis day spa has been highly contributed to the high
standards se or customer service and satisfaction. Many customers have
switched over to Oasis Day Spa from prior spa’s because of their new found
loyalty to Mr. XXXXXXX. He has set up incetives for his employees hat
rewards them for outstanding customer service, based on quarterly and
yearly results.
Under Mr. XXXXXXX’s management, a strong team of very dedicated people
who love to work in the massage industry has been formed. As manager, his
role is to identify new techniques, business, and develop different marketing
activities.
TONY XXXXXXX
123 MARKET ST
San Francisco, Ca 99999
March 23, 2009
Ms. Megan Fox
Hiring Manager
Oasis Day Spa
55 Main St
San Francisco, Ca 99999
Dear Ms. Fox:
My ten years of experience as a massage therapist and hotel spa manager
and director at Dream Hotel in Los Angeles has provided me with a good
overview of how to manage and carry out the duties of a hotel spa director,
which you described in your listing on the San Francisco Chronicle.
My resume details my experience, education, and background. I'd be happy
to meet with you in person so we can become acquainted and discuss what
you have in mind for the person you hire for this position. I realize how
important it is for days spa’s have qualified spa directors.
If you are interested in meeting, please phone me at 555-678-9999 to
arrange a get-together that works for you and I'll make it work for me, as
well. Thank you for taking a moment to read my cover letter and resume.
Sincerely,
Tony XXXXXXX
Enc: resume and cover letter
TONY XXXXXXX
123 Market Street • San Francisco, Ca • 55400
Home: (555) 555-1234, Cell: (555) 555-1234 tXXXXXXX01@gmail.com
••••••••••••••••••••••••••••••
Objective: Seek the Position of Spa Manager and Director
SUMMARY: Remarkably knowledgeable, creative and skillful Spa Director
with great background in growing new business opportunities, developing
the market, overseeing the staff and customer relationship and
performance; performing and managing the day-to-day of a Spa Business.
Summary of Qualifications
 Strong ability to direct and build operations from all spa revenue centers.
 Thorough knowledge of spa retailing operations.
 Superb interpersonal skills.
 Great knowledge of budget control and profit and loss strategies.
 Superb ability to lead by example
 Uncommon ability to coordinate work activities customers and business
associtates.
 Exceptional oral communication skills to negotiate and persuade guests and staff
to achieve results beneficial to operation spa.
 Oustanding leadership qualities including strong desire to teach, coach and
mentor as well as to develop and promote subordinates.
 Strong fairness, organized, and strong independent judgment.
 Great regard for the workforce, concern for quality, and guest satisfaction.
Professional Experience
Dream Hotels, Los Angeles, Ca
2001 - Present
Spa Manager and Director
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Interpret Financial Reports and provide expertise on (projected) Revenue vs. Expenses.
Project and maintain acceptable payroll commitments.
Use financial plans for spotting trends, measuring productivity and monitoring progress.
Control ongoing service and product margin analysis to ensure profitability.
Implement opportunities for managing operational costs and boosting the bottom line.
Develop Spa's Marketing Strategy and ensure a consistent image is being portrayed.
Proactive in developing publicity opportunities and effectively dealing with media.
Maintain and update all necessary internal and external signage.
Anticipate, identify and ensure customer needs are being met in the best possible way.
Monitor customer satisfaction with surveys, focus groups and comment cards.
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Develop and deliver credible, competitive, value-plus service to the customer.
Guide staff to become caring problem solvers, cooperative, accommodating and fair.
Implement ongoing skills training to ensure service standards are being upheld.
Develop and monitor Job Descriptions and Staff Goals Planning.
Develop and maintain Spa literature, documentation and process handling requirements.
Attend Management meetings and convey all relevant information throughout the Spa.
Hold regular staff meetings to keep staff up to date on all aspects of the Spa's operation.
Ambient Hotel, San Diego, Ca
1999 - 2001
Assistant Spa Manager
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Performed all aspects of profit and loss, including services and product revenue,
controllable expense, sales mix, and financial ratio targets.
Ensured accurate, complete, and timely communication among various
employee groups, including spa management team, therapists, spa staff, and
company office personnel.
Ensured the highest levels of client satisfaction by managing client requests,
anticipating client needs, and resolving client criticisms.
Performed recruiting, hiring, discipline, evaluation, pay-rate adjustment,
termination, training and development, and other aspects related to spa
personnel.
Accurately measured inventory, placing order, controlling shrinkage, and
ensuring professional product needed for services were stocked and orderly.
Ensured spa facility was cleaned and maintained for clients and employees.
Education
National Holistic Institute
Emeryville Massage Campus
Phone: (510) 547-6442
Student Massage Clinic
Email: nhi@nhi.edu
5900 Hollis Street, Suite Q
Emeryville, California 94608
Bachelor of Science Degree in Hospitality Management
University of California Davis (1998)
References – available upon request
MICHAEL A. XXXXXXX MD, FAAD
(916) XXXXXX
XXXXXXX Blvd
Rancho Cordova, CA
Personal Objective Improve the health of the skin so that it can radiate its own natural beauty

Schools and Year of Graduation
Indiana University School of Medicine, M.D. 1999
Hoss Lee Academy 2001
Milan institute of cosmetology 2000
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Residency Training
University Of California, San Francisco

Previous Employers
A Day Spa – San Francisco, Ca
7/05-9/08
Treated and interacted with customer/patients with various skin conditions/
treatments. Excellent background in customer service, as that was the company’s number one
policy.
Mello Me Out Day Spa- Sacramento ca
6/01-6/05
Learned to obtain knowledge from customers about current at home treatments they
used and suggested alternatives/ or additions to there treatment that was catered more to
their skin type. Also learned excellent techniques in extractions (removal of blackheads, etc.)
without causing too much discomfort to customers.

References
1. Mark Lees “writer of Skin Care”
555-6345
2. Thomas George Olsen MD, FAAD Chair Man of D.T.F. 555-2345
3. Angelina Jolie Former customer
555-6969
Security
 Geo Vision Video surveillance
GV-DVR is a surveillance system designed to process video, audio and data from local and
remote network environments. With more special features and integration versatility, it
delivers powerful and streamlined operation performance as well as enhanced management
efficiency. This will be an excellent system to have in place. While cameras cannot be placed in
certain room (for privacy reasons) the hallways store rooms and exterior of the building will
play a key roll in preventing and identifying theft.
 Sonic Wall
Sonic WALL network security firewall solutions feature our patented high-speed Reassemblyfree Deep Packet Inspection (RFDPI) to protect against internal and external attacks and
application vulnerabilities. A cost-effective, object-oriented integrated suite, RFDPI is not
limited by file size or concurrent traffic volumes. Utilizing ultra-high-speed multi-core
architecture, Sonic WALL RFDPI firewalls deliver industry-leading price/performance. This will
play a key roll to help keep our records safe and secure both for us and our customers.

Security guard
The last thing our customers need is to not feel secure by having a guard at the front entrance it
lets the customer know that we are always looking out for them, also for our employees.
Marketing Plan
OASIS DAY SPA
I. Overview and Goals
a. Overview of Marketing Strategy
The Marketing Plan is developed in order to support Oasis Day Spa’s goals and
strategies. It is base on strategic goals as well as knowledge gained during
analysis of the industry, competitive intelligence, and what Oasis Day Spa knows
or assumes about its customers. Initial marketing tactitics will focus on the
development of Oasis Day Spa promotional material, an efficient public relations
campaign, including a strong Internet search engine presence, cold calling, and
intellectual sales force.
b. Goals of Marketing Strategy
 Creating a Strong Brand
 Building a Strong Customer Base
 Increase Product/Service Sales
II. Advertising Strategies
a. Traditional Advertising
Advertising will focus on building awareness of Oasis Day Spa’s service’s and on
marketing (online) services as a better and cost-effective way for purchasing
traditional and customized massages to suit all customers needs. Advertising
programs will include the following channels:
 Television (network/cable)
 Radio
 Print
b. Web Advertising/New Media
Oasis Day Spa plans to contract one or more third parties to handle its Web
advertising requirements. The Oasis Day Spa will conduct Internet advertising in
the form in Internet Banner ads, newsletters, co-branding efforts, search
engines, portals, and press releases on Web sites that have high traffic-visitors
that match Oasis Day Spa’s target demographics. Through the Web site,
prospective customers can obtain detailed information on the services, request
additional information, and opt-in or opt-out to future product/service
announcements.
Cost of Advertising
Young and The Restless
Internet
(Primarily search engine placement and banner advertising)
Print Advertising
7,500
5,500
3,500
MARKET/INDUSTRY TRENDS
Ten years ago, the U.S. spa industry was just beginning to blossom. There
were approximately 5,000 spa locations then, compared to nearly 15,000plus locations today. According to the International Spa Association's (ISPA)
2004 Spa Industry Study, there was a 25 percent increase in spas from
2002. Day spas were popping up on every corner, driven largely by the fullservice salon. Hotel and resort spas were few and far between, and
destination spas such as the Golden Door and Canyon Ranch our leading
competitors to Oasis Day spa were luxurious getaways for the lucky
financially few. When it came to treatments back then, the basic European
facial and Swedish massage ruled. A handful of product lines were used at
the majority of spas. Skin care was simpler then, in those pre-Botox and
pre-microdermabrasion days.
Spa revenues in the United States are $11.1 billion, surpassing other
leisure activities like motion picture box office receipts. There are an
estimated 281,000 people employed by the U.S. spa industry -- 51 percent
of these are full-time, 34 percent are part-time, and 15 percent are on
contract. Employee wages and salaries totaled approximately $4.9 billion in
2003. While day spas still lead in the United States (they represent three-
quarters of all U.S. spas), resort/hotel spas have grown tremendously and
account for the second largest spa group (Club spas follow resort/ hotel spas
with 6 percent of the industry, followed by medical spas at 4 percent,
followed by mineral spring spas and destination spas.)
Competition in The U.S.; In 2004, there were 136 million spa visits made in
the United States (60 percent of those were to day spas and 27 percent to
resort/hotel spas).
The typical Spa Client broken down in percentages is, 71 percent are
female and 29 percent are male. The average age of a spa-goer is 41, and
two out of five spa-goers are under 35, 87 percent are white, 5 percent are
African-American, and 4 percent are of Asian descent. College graduates
account for 55 percent of spa clientele, and the average annual income is
$72,200. Eighty-two percent consider their health good, while 62 percent
exercise at least twice a week. More than half of spa-goers purchase spa line
products (facial care makes up 27 percent of these purchases, hair care
another 27 percent, body care 22 percent, and foot care 18 percent).
Today's spa-goer is looking for experiences that deliver and treatments that
show results. While some may go to a spa to be pampered, one also want to
walk out feeling transformed, or more vibrant and energetic, or feeling
relaxed and nourished.
*Some Information extracted from: massagetherapy magazine, April/May 2005