hospitality hotel business plan - pillars · support /plan: • competitively priced meals 5/10/18...

City Center Hotel Business Plan

Pillars consultancy www.PILLARS-EG.COM

[email protected]

http://www.pillars-eg.com/



Table of contents

• Section 1 : Background

• City Information : About Beni Swief

• Background About City Center Hotel

• Market Analysis Summary

• Competition: Hotels

• Competition “Summary”

• City Center Value Proposition

• Market Shares : Restaurants

• City Center Value Proposition: Catering

• Section 3 : Management /SWOT/Strategy

• Organizational Chart/Team

• Organizational Gap & Recommendations

• SWOT : Summary

• strategy Pyramid

• Business Strategy

• Sales Forecast & Analysis

• Conservative Forecast :

• Hotels Revenue Centers & Cost Centers

• Section 4 : Forecast 2009/ 2010-2020

• Q2- Results/ Total Q2 2009 Overview :

• Total Q2 2009 (Revenue / Expenses)

• Forecast 2009 : Rooms Revenue :

• Forecast 2009 -Food & Beverage :

• Total Forecast 2009

• Forecast 2009: Total Revenue :

– Rooms Revenue

– Food & Beverage :

– Total Revenue :

– Year on Year growth:

• Section 5 : Financial Gap Closure

– Financial Complications

– Bank of Housing & Development Offer :

– Office Space offered :

– Price /Square Meter (similar areas)

– Comparison Table

– Value of office Space by Floor :

– City Center Hotel – Sign-board

– Option 1 : Sell office Space

– Option 2 : Rent office Space to 3rd Party

– Option 3 : No Action (Not recommended)

– Conclusion : (Options Comparison Table)

• Section 6 : Financials :

– Balance Sheets / Cash Flow:

– Financials : Profit & Loss :

• Business Results Q2 2009 –

– Monthly Analysis (Revenue / Expenses)

– F&B Total 2009

– Rooms Forecast : 2009

• Forecast 2010-2020

– Food & Beverage : Detailed (1/2)

– Rooms Revenue : Detailed

– Food & Beverage : Detailed Catering Forecast

• Management Team & Planning Management CV’s (1/3)

• Business Assessment SWOT :

– Strength

– Weakness

– Opportunities

– Threats

• Business Strategy 1. 3 Increase Income (Rooms& F&B) : Travel Agency (2/4)

City Center Hotel Business Plan

Table of Contents :

• Section 1 : About Beni Sweif / City Center Hotel

• Section 3 : Management / SWOT / Business Strategy

• Section 4 : Q2 Results – Forecast Q3-Q42009/ 2010-2019

• Section 5 : Financial Gap Closure

• Appendix

Section 1 : Background City Information : About Beni Swief

• Beni Swief is located 120 KM away from Cairo , and Could be reached through various roads Agriculture Road, West Road (Misr Asuit),East Road and Rail Road

• Population : Total Governorate= 2,4 Mill (2008), Beni Swief City’s = 214,000 (2008)

• 9 Hotel (non Ranked ) and 2 (Youth houses)

• Bani Swief is mainly an industrial destination with 4 industrial Zones: , Bayyad Al-Arab, Beni Swief Industrial Zone, Koum Abou Radi

• Also other for Cement Factories :Lavarge Misr Beni Swief and Wadi Al-Nile Factory

• Other Statistics :

– Colleges =11 (40,000 Students )

– Institutes =4 (19,000 students )

– Schools = 11 (19,300 Students)

• Source of income :

– Agriculture (324,000)

– Mining (1061)

– Industrial ( 38,800)

– Power supply (3,100)

: المصادر (2006) الجهاز المركزى للتعبئه العامه و االحصاء -طبقا لفئات السن و اقسام النشاط االقتصادى -سنه فاكثر 15-توزيع المصريين •

Section 1 : Background About City Center Hotel

• Located at Down Town , City Center hotel started operation on April 2009 , was built on 239 Sqm

• Hotel Opening was delayed for long years due to construction issues Built on three stars standards however not yet ranked,

• Rooms & Suites :

– 40 Guest Rooms : 24 Single 16 Double Rooms

– 4 Four Suites

• Food & Beverage Outlets :

– Main Dinning room (64 Chairs)

– Coffee Shop (hosts up to 50 Guests)

– Roof (Under Construction)

– Fish Restaurant (Under Construction)

• Rooms :

– Air Condition, Mini Bar, Color TV, Telephone Bathroom Small Balcony

3rd Floor: Fish Restaurant

1st Floor: Coffee Shop

2nd Floor: Conference Rooms

4th Floor: Administration

5th Floor: Main Dinning Room

6th - 11th Floors Hotel Rooms & Suites

Ground Floor: Hotel Lobby

12th Floors Roof (under Construction)

Dinning Room Entrance & Lobby

Market Analysis Summary

Dbl Avg 83 LE

Sgl Avg 70 LE

95

69

90 80

110

79

100 100

City Center Al-Marwa Kasr Albakry ConferencCenter

Average Room Rate Single / Double Single Double

80% 70%

90% 82%

City Center Al-Marwa Kasr Albakry Conference Center

Hotels Average Occupancy

Avg Occp % 70 LE

• There is noticeable lack in proper operating hotels in the city with total of 138 Rooms and 7 suites

• Average Occupancy across hotels is 70% year round • City Center is offering high Average Rate than market

price

• Noting that beni Swief as industrial area market growth is based on Industrial segment growth , this is applicable for both (rooms & Catering)

• Beni Sweif will witness Increase in investment as follows : Capital by (100 %) / Workers by (56 %)

2008 -محافظة بنى سويف -مكتب خدمة المستثمرين: المصدر

Competition: Hotels

City Center Kasr Al-bakry

Conference Center

Al-Marwa

Hotel Ranking None None None None Hotel Location Down Town Area - Near Down Town Area Cornish El Nile City Entrance

Year Established 2009 2000 2003 2002 Types of client

Long Stay Guests 70% 60% 6% 30% Short Stay 30% 40% 94% 70%

Rooms Rooms Count 40 24 44 30

Suite 4 1 Nil 2 Total 44 25 44 32

Room Amenities Air Condition Yes Yes Yes Yes

Mini-bar Yes Yes Self Service Yes Room Service Yes Yes - Yes

Laundry Yes Yes Yes International Direct Dial Yes Yes Yes Yes

Room Rate Single 95 80 80 60

Double 110 100 100 70 Rooms Occupancy %

Week Days 95-100% 95-100% 80-90% 95-100% Week Ends 70-75% 70-75% 6% 30%

Food & Beverage No of outlets One Main Outlet

Coffee Shop 2 outlets One Outlet (Bakry)

Coffee Shop One Outlet Coffee shop

One Outlet Retail outlet

Outlets Specialty General General General General Average

Coffee Shop 5-10 5-10 10-15 - Main Outlet 25-30 25-30 40-50 20-25

Pricing 10-15-20 10-15-20 - - Volume (No of covers) 50-60 Daily 300 Daily - -

Competition “Summary” (1/2)

Competition “Summary” (2/2)

City Center

Kasr Al-Bakry

Conference Center

Marwa Hotel

Hotel Look & Public

Areas

+

• Good Location • Proximity to Services • Provides Good services • Hospitable Staff • Good atmosphere

• High hospitality Levels • Guest Satisfaction is

critical

• Good Location .Nile

View Hotel .

• Equipped Audio and

Video equipment for

conferences

• Good facing hotel

- • Lacks Air condition &

Coffee Shop • Lobby needs renovation • Poor Decoration & Look

• Poor Location • Lacks of Management

Knowledge of Hospitality

• Poor Quality building • Managed by the

Government Lacks flexibility

• Poor Location • Lacks of Management

Knowledge of Hospitality

Rooms

+

• Cleanliness • 25% with a Balcony (good

view) • 50% with a view

overlooking the square • Rooms starting from 7th

floor • 4 No of suites

•Renovated Bath room • New 22 rooms with good furniture

• High Quality of finish for rooms

• Good bathroom

- • Poor Finish • Poor quality of Bath

room

• Poor View of rooms • Non industry room

furniture

• Non spacious rooms • Small Sized beds

• Small bathrooms

Food & Beverage +

• Good Food Quality • Good Quality of food • None

• Home made like food taste

- • Lack of AC at Coffee Shop • Average Menu Design

• Lack of communication with guests

• Fluctuated quality due to third party management

•- Ambiance

City Center Value Proposition

Rooms Meeting Catering

Product • 40 Guest Rooms • Air Conditioned, Mini Bar, Color

Television, Telephone ,Bathroom ,Small Balcony

• Would offer up to 4 Suites converted into meeting Rooms

• New Partition in Main Dinning Room will be converted into small meeting room

• Would mainly offer three meals priced at 5, 10 and 18 LE

Pricing • Single : 95 LE • Double : 110 LE

• Would be on Rental fees of 50 LE • Break-Out Room would be 20 LE

• 5/10 /18 and other menu items to be reviewed

+

• Better than Conference center Current Rooms ,however – extension could be a threat

• Personalized service , butler is offered • Adjacent room is offered • Could provide LCD

• Would be of high VFM • Supported with brochures and sales

calls

-

• Room requires face-lifting • Poor Corridors Decoration • Other minor room issues • Currently Suites are Out of service

(under-Construction)

Conference Center : • would be more convenient for Larger

meetings (Above 20 up to 200) participants Marwa Hotel : • Equipped with a good Meeting room would

also be a threat

• Will compete versus heavy against 23rd of July Shop ,

City Center Standard Guest Room

City Center : Meeting Room

Market Shares : Restaurants

• Locally there is no participation from major known National/international chains, only local initiatives at low scale

• Socio-Economic class is below average

• Catering (Staff Meals) would be one of the hotel income

• Hotel will focus target this market with a competitive offer

• 23rd of July (Famous Restaurant) is currently one of the leading shops in this segment with around 27,000 meal Daily

• Dedicated Market & Sales Team (currently being formed) would target this market aggressively

City Center Value Proposition: Catering

(شرق النيل )بيان بالمشروعات التى بدات االنتاج بالمنطقه الصناعيه بياض ال عرب •

بيان مشروعات تحت االنشاْء بالمنطقه الصناعيه بياض العرب•

المشروعات الصناعيه تحت االنشاء بمنطقه الصناعات الخفيفه•

Count Potential Staff Monthly

Meals New Bani Swief (Active) 52 13 1,012 8,096

New Bani Swief ( U- construction) 67 11 833 6,664

Bayad Al -Arab (Active) 45 12 2,775 22,200

Bayad Al -Arab (U- Construction) 65 24 3,618 28,944

Others 200 1,000 8,000 Total Market 229 60 9,238 73,904

:المصادر

20% 33%

26%

Focused Market strategy : Targeting large factories with large no of staff) to obtain Market Share :

• Target factories count = Around 60 factory (26% of total factories) • Target No of Meals =(Catering) 79% • Target Investment (factories) = 71%

79%

71%

Operating factories (Beni Swief) :

Support /Plan: • Competitively priced meals 5/10/18 LE • Aggressive trained sales team • Printed brochures • Gift Certificates to be offered

*factories are classified as Under-construction based on 2008 statistics

Owners

General

Manager

House Keeping Manager (1)

HK Supervisor

(1)

House Man

(3)

House Maid

(3)

Laundry Man (1)

Accounting

Manager (1)

Cost Accountant (1)

Cashier

(6)

Helper

(1)

Personnel Mgr

(1)

Asst. Personnel Mgr (1)

Security Man

(1)

Maintenance

Plumber

(1)

Electrician

(1)

Restaurant Mgr(1)

Asst Rest Mgr(1)

Captain

(2)

Service

(2)

Waiter

(5)s

Bus Boy

(1)

Sales & Marketing Mgr

Sales

Executive

Sales

Executive

Sales

Executive

Management Staff To be Recruited

Organizational Chart :

Newly Formed Function

Section 3 : Management /SWOT/Strategy Organizational Chart/Team

The Vision : The Leading business hotel , that provides a personalized service for Corporate & Individuals segments

Management Summary : • Hotel benefit of low Payroll however a management

contract would result in increase in staffing

• The Hotel managed to recruit staff with hospitality background, with various experience levels however there are gaps in various areas :

• Lack in Marketing & Sales function • Lack of Strong Finance Function : • Process Documentation :

Key Risks : • Income risks specially no tight controls over

sales generating functions (rooms & F&B) • Wrong Marketing positioning as services

levels could be compromised. • Loosing sales opportunities due to lack of

market dynamics knowledge

Annual Management Contract : • Management is fully co-operative in applying

recommendations • Annual Management contract to be signed to

implement all management related plans

Staff Management Total

Count Salaries Count Salaries Count Salaries House keeping 11 900 1 3,993 12 4,893

Food & Beverage 12 4,050 2 1,250 14 5,300

Frond Desk 3 1,150 0 - 3 1,150 Accounting 8 2,400 1 1,250 9 3,650

Personnel & Security 2 1200 1 300 3 1,500

Purchasing 1 750 0 - 1 750

Maintenance 0 0 2 500 2 500

Total 37 10,450 7 7,293 44 17,743

Manning Guide : Staff :

Section 3 : Management /SWOT/Strategy Organizational Gap & Recommendations

Function Issue Risk Rating Recommendations Sourcing

Marketing & Sales

• Lack of Marketing & sales Function

• Not Achieving Business plan • Sales opportunity Loss

Critical • Immediate setup of Marketing & sales Function

Recruitment & Training

Accounting Lack of control in the following areas :

• Income control procedures • Cost Control • Cashier & Income audit • Inventory management Lacks of critical Staff : • Income Audit / F&B Cost

Controller

• Cash sales misappropriation • Lack Business planning &

Identifying market analysis figures

• Lack Budgeting / Planning for F&B

• Risk to hotel Assets

Critical Systems & Process: • Automation of F&B / Rooms Revenue

posting • Full Hotel Management system is

required for (inventory/ books) • Accounting process Write-up Recruitment • Recruitment of Income Auditor / F&B

Cost Controller/External Auditor

Recruitment & Outsourcing

experienced external Auditor

Food & Beverage

• Current operation does not require full time F&B Manager of assistant) however lack of Menu Design and related cost elements

• Not achieving F&B sales budget specially catering

High • Due to criticality of Catering function to hotel revenue , Food menu review of current food Menu and related costs.

• Menu (graphics) design needs review and redesign

• Outlet Revenue generation options to be studied

• Uniforms upgrade plan to be considered

Outsourced F&B Menu Designing

Purchasing • Current purchasing volumes are low , resulting into high purchasing costs

• Low revenue margins , low profit High • Purchasing planning should be applied • Raw Material purchases quality need

to be Enhanced

Management review

Maintenance • Lack of preventive maintenance schedule

• Risks to hotel assets & fixed furniture& equipment

Med • A set of preventive management system to be applied

• A role in outlet / Public areas/ Rooms re-Construction

Outsourced Engineer

Gaps & Recommendations :

Section 3 : Management /SWOT/Strategy SWOT : Summary

Strength Weakness

• Advantaged Hotel Property & Location • First Mover advantage (as the first 3 stars Business Hotel in

Town) • Staff Selection Knowledgeable and friendly staff • Barriers for Entry to the hospitality industry locally

• Top Management (owners) knowledge of Hospitality Business • Lack of clear Marketing & Sales agenda and Absence of strong

Sales Function) • Hotel Positioning and Market Understanding :

• Absence in various channels • Sales Channels Definition / Pricing • Sales Team Structure - Sales Tools • Other Marketing Tools required • Hotel Product offering to corporate Segment

• Hotel Ambiance & interior decoration: • Hotel Entrance : Front Desk and Lobby Areas & Rooms • Food & Beverage Outlets : Coffee Shop & Main Dinning

Room • Public areas fire and Industrial safety

Opportunities Threats

• To be the Only 3 Stars Ranked hotel in Beni Sweif • Investing Vacant floors in Selling/Renting space

• Sell floors to banks / investor • Franchise F&B outlets to International / Local chains

• Achieving Sales target through Corporate Market segment • Food & Beverage Offering / Competition : • Growing Governmental/ Investors focus to Upper Egypt and Beni

Swief

• False Entry to potential corporate Market segment • Owners involvement in Hotel management • Sever Defects Finance and Internal Controls and bookkeeping • Financial Stability, Flexibility to upgrade • Achieving Business Plan is critical to fulfill Bank Loan issue • Industrial Safety and Authorities certification • Criticality of Marketing & Sales Function setup to achieve

financial targets • Lateness in ranking the hotel as “three stars hotel”

Section 3 : Management /SWOT/Strategy strategy Pyramid

Increase Hotel Income Rooms & F&B

Increase Travel Agency Segment Sales

Increase Individuals

Sales

Increase Corporate

Segment Sales

Implement Hotel Mgmt

system

Recruitment of Finance Team

Upgrade Internal Controls

Face Lifting Rooms &

Suites

Obtain 3 Stars Ranking

Rent or Lease for Hotel

vacant Floors

Sort Bank Financial

Issue

Healthier Financial

Statements

Upgrade Lobby & public

Areas

Obtain Authorities Certification

Develop Management Capabilities

Management Training Program

Management Contract

Develop Rooms offer

Develop Corporate offerings

Develop Meeting offer

Develop Catering

offer

Develop Sales Brochure

Develop Sales

Tool-Kit

Develop Gift Certificates

Develop New Logo

Corporate Objectives

• Increase Hotel income (rooms & F&B Sales) • Develop Corporate Offerings • Develop Sales Tool-Kit • Obtain 3 Stars Ranking

• Upgrade Internal Controls • Develop Management Capabilities • Healthier Financial Statements

1 2 3 4 5 6 7

Agreed Strategy/Objective:

Section 3 : Management /SWOT/Strategy Business Strategy

Corporate Travel Agencies Individuals

Corporate segment is the most critical Segment Due to the nature of the city , heavy support would be granted through :

1.Develop Rooms Offer 2. Develop Meeting Offer 2. Develop Catering Offer

Travel Agency segment is a minor Segment, however result into higher occupancy rates: • Will obtain a full listing of travel agencies (local &

National) • Contracts to be signed with Travel agencies with

applied rates

Develop Hotel Website & Internet Marketing • Register :HotelCityCenter.Net • Registration on Search engines as

(Google/MSN/ and Yahoo) Increase Hotel Listing In hotels websites • Full review of all hotels promotion website

studied

Marketing & Sales Function Gift Certificates Corporate identity

1. Formation of Sales Function 1.1 Recruitment of Marketing & Sales Team: 1.2 Sales Training

2. Develop Sales Process & Plan: 2.1 Develop (CRM)

2.2 Develop Sales Journey Plan

Three main products will be promoted as follows :

• Gift Certificate (Meeting )

• Gift Certificate (Rooms):

• Gift Certificate (Dinning Room)

• Develop Corporate Identity :

• Sales Brochure , business cards & catering menus

Growth in various Segments

Formation of Sales team & Support

Upgrade Management Update internal control Obtain 3 Stars Ranking

• Management Training Program • Management Contract

Upgrade of finance Function

• Recruitment of Financial manager/ Cost Controller

Upgrade Internal Control

• Front Office System (Recommendation for

• Back office system

• Point of Sales Application

Hotel Was Built based on 3 Stars specifications , contacted ministry of tourism about 90% requirements are met :

• Rooms & Suites Upgrade :

• Lobby Upgrade :

• Obtain Industrial Safety Certification :

Other initiatives & Support:

Based on Cash Flow – the following programs will be developed :

Section 3 : Management /SWOT/Strategy FF&E : Fixed Furniture & Equipment

Sales Forecast & Analysis

• Hotels Revenue / Cost Centers

• Revenue analysis - Profitability Actual Q2 -2009

• Forecast 2009

• Forecast 2010-2020

Conservative Forecast :

General Comments :

– Due to hotel situation & credibility a conservative forecast was developed .

– Management did not invest in marketing to obtain Market Shares however huge market potential exists.

– lack of historical information as hotel just started operation (April 2009).

– Recent results (July 2009 not officially published) are exceeding forecast .

Revenue Centers :

– Rooms : (Average 49% of total income)

• Hotel will be ranked as the ONLY 3 stars hotel in town however did not reflect this into forecast process

• 2009 : Despite occupancy with long guests decreased occupancy to 50% in Ramadan.

• 2010-2019:

– Occupancy : started 79% /year round- increase of 1% annually

– Room Rates :

» Rooms : 110 LE (including breakfast) - Increase 5% every other year

» Suites : 210 LE (including breakfast) – Increase 5% every other year

– Food &Beverage

• Catering : (Average 30% of Total Income)

– Only 250 Meal /daily- conservative to catering market size - Increase 5% every other year

– High food cost around 65% that would result into less gross revenues.

Occupancy & Growth Q2

Hotels Revenue Centers & Cost Centers

1.1 Rooms Contribution

Rooms & Suites 69% of Total

Rooms 100% To date

Suites 0% To Date

Meeting rooms 0% To Date

Cost Centers Contribution

F&B Costs 29% of Total

Other Expenses 70% of Total

Salaries & Wages 67%

other Employee Benefits 0%

Transportation & Admin 2%

Housekeeping Expenses 3%

Printing 1%

Other Admin Fees 5%

Utilities 21%

Marketing 1% of Total

Revenue Centers : Cost Centers :

1.2 Food & Beverage Contribution

Food & Beverage 28% Of Total

Main Dinning Room 86% of F&B

Coffee shop 12% of F&B

Catering 2% of F&B

1.3 Others Contribution

Other Sales 2% Of Total

Mini-bar 63%

Room Service 8%

Catering 28%

Based on Q2-2009 Results

Section 4 : Forecast 2009/ 2010-2020 Q2- Results/ Total Q2 2009 Overview :

Quarter Review • Hotel Started operation on April achieved Total

Sales of 252,239 LE with Net Revenue of 115,222 LE

• Revenue Mix Rooms= 69% F&B =28%

• Profitability (before Tax) = 46%

• Food Cost is high due to small volume of purchase will decrease ,as impact of increase in occupancy.

Occupancy & Growth Q2 Business Overview Revenue / Expenses / Net

Growth Ratio Month on Month

Ratio Q2

Results Comments

Expenses / Total Revenue 54% T. Expense=137,017

Net / Total Sales 46% NET= 115,222

F&B Cost / Total F&B Sales 56% Food Cost=70,251

Q2 Ratios :

Revenue Analysis By month

32%

64%

65%

50%

April May June

Rooms Occ.% 28%, 46.5%, 69.80%

Sales Growth - 32% 64%

Net Growth - 227% 132%

Section 4 : Forecast 2009/ 2010-2020 Total Q2 2009 (Revenue / Expenses)

Revenue Expenses

Section 4 : Forecast 2009/ 2010-2020 Forecast 2009 : Rooms Revenue :

Rooms Revenue

Rooms : (49% of 2009 Total Revenue) • Average occupancy was reduced during

Ramadan to 50% according to norms

Suites : (5% of 2009 Total Revenue) • 4 suites will start operation July -09 • Expected to be rented for Long stay guests • Will be also used as break-out rooms (meetings)

Meeting Rooms: (>1% of Total Revenue) • Meeting rooms will also start operation July-09 • Heavy competition from Competitors • Still to test the market for concepts acceptance

5.8% 13%

Notes : Conservative Growth for rooms in Q3 is low due to Ramadan period However expecting higher Values

Section 4 : Forecast 2009/ 2010-2020 Forecast 2009 -Food & Beverage :

Catering: (55% of F&B Revenue) • Sales team will be formed to promote

Catering , targeting Large Companies • Catering Sales volume will increase in Q3,

Q4 • Generous offering with high food cost to

increase market share.

F&B Forecast Assumptions Q3/Q4 (2009) :

Notes : In house guest calculated based on 1.5 X No of occupied rooms

Main Dinning Room

Coffee Shop

Catering

Breakfast Lunch Dinner Menu 1 Menu 2 Menu 3

Average Cheque 15 LE 28 LE 28 LE 10 LE 5 LE 10 LE 18 LE

# Covers (Monthly)

Ratio to Guest % 100% 12,5% 12.5%

Out Side 5 50 10% Increase

50 10% Increase

300-500 650 2,925 2,925

Food Cost 40% 40% 40% 15% 64% will be reduced

% of F&B Sales 38% 6% 56%

F&B Split (Q2-Q3-Q4)2009 :

F&B Actual Q2/-Forecast (Q3/Q4) Total 2009 :

Section 4 : Forecast 2009/ 2010-2020 Forecast 2009: Total Revenue :

Sales Split by Revenue Center Total (Q2 Actual – Q3/Q4 Forecast) 2009

Section 4 : Forecast 2009/ 2010-2020 Forecast 2010-2020 : Rooms Revenue

Rooms Revenue 2010-2019 in Million LE

Rooms / Suites revenue 2010-1019 in Million LE

Average Room Rate2010-2019

Rooms Occ % 2010-2019

Rooms Suites Meeting

Average Room Rate (Excluding Breakfast)

90 LE 195 55

Increase % +5%

Every Other Year +5%

Every Other Year +10%

Annually

Average Occupancy 79% 61% 9% of Total Suites

Increase % 1% Yearly 1% Yearly 10%

Rooms Forecast Assumptions :

+1%

Section 4 : Forecast 2009/ 2010-2020 Forecast 2010-2020 : Food & Beverage :

Main Dinning Room

Coffee Shop

Catering

Breakfast Lunch Dinner Menu

1 Menu

2 Menu

3

Average Cheque 15 LE 28 LE 28 LE 10 LE 5 LE 10 LE 18 LE

Increase % 10%

Annual 5%

Annul 5%

Annual 10%

Annual 5%

Every Other Year

# Covers

Ratio to Guest 100% 12,5% 12.5% None

Out Side 5 50 50 300-500 Monthly

250 mean Daily 5% increase Annually

Food Cost 40% 40% 40% 15% 36% Decreasing to reach 27%

% of F&B Sales 38% 6% 56%

Forecast Assumptions :

Notes : Ratio to Guest = In house guest calculated based on 1.5 X No of occupied rooms

F&B Forecast 2010-2019 In Million LE:

Section 4 : Forecast 2009/ 2010-2020 Forecast 2010-2020 : Total Revenue :

Total Revenue Analysis 2010-2019:

Section 4 : Forecast 2009/ 2010-2020 Forecast 2010-2020 : Year on Year growth:

Net Income Growth% 2010-2019:

2.9% 2.6%

5.4% 1.4% 5.4%

2.4%

5.5% 3.1%

0.8% Revenue Growth (Year on Year) Net after tax growth YOY (Year on Year) Varies based on increase in room rate 5% every other year

Sales Growth % 2010-2019:

7.6% 7.6%

8.6% 4.6% 7.0%

6.5% 7.1%

7.4%

5.8%

Sales Growth 2010/2019 (YOY) Conservative growth in total revenue between 5.8% - 7.6%

Comments :

Section 5 : Financial Gap Closure Table of Contents :

• Financial complications

• Evaluation of Land/Building in similar Areas

• Gap Closure Options

• Our Initiatives towards Gap closure (Sell / Rent of Space)

• Conclusion

Section 5 : Financial Gap Closure Financial Complications

Delays in Project Completion

• Hotel owners were unfortunate , faced series of unforeseen events that resulted into delays in starting the business for Example :

– Construction contract in favor to the contractor • Contractor has manipulated the contract for his benefit

• Monopoly in setting material prices / higher than market

– Delays in payment to the contractor : • Previous Bank management has delayed in payment to contractor

• Late charges were accumulated

– Technical issues in construction (Concrete Structure) • Extra payment of 400,00 LE was financed by owners

– Quality of construction below standards : • Applied on hotel look, quality of decoration,

– Delays in supplying Building with Power Supply

Results : – Hotel owners incurred the amount of 1,3 MM LE (self financed),

– Delays in operation for seven years .

– Hotel property was not properly constructed.

Section 5 : Financial Gap Closure Bank of Housing & Development Offer :

Bank of Housing & development Case :

Currently Hotel management is offering office space to BHD , who has the intention to Buy / Rent Still in bidding phase, We think that this offer would a complete solution to the current debt case

Current BHD Branch Beni Sweif

Hotel Offer as Follows : • BHD to acquire / Rent office Space • Sell/ Rent Value to be deducted from debt Directly • Remaining value to be re-scheduled

Section 5 : Financial Gap Closure Office Space offered :

General Benefits : • Current Needs of BHD for New branch • Competitive offer by the (hotel Management) versus others • Immediate Availability – (not occupied) • Licensed for commercial usage • Proximity to Services & potential bank clients • Availability to Hotel Services • Possibility for extension

Strategic Benefits • Will grant the Hotel management the capabilities to fulfill remaining Due

Payments (if any) • Avoiding Legal & Related action • Immediate resolution for (hotel management) issue related to bank Loan • Rental also could be a good option for both parties • Brower bank Healthier collection statistics

Po

we

r R

oo

m

Sho

p

Shop

Shop

Shop

Banks Banque du Caire /Bank of Alexandria & Misr Islamic Bank

Rental Monthly : 100 LE / Square Meter / 1,200 Annually

Selling 10,000 LE / Square Meter

Section 5 : Financial Gap Closure Price /Square Meter (similar areas)

Banks Credit Agricole Bank Egypt, Societe Generale & Barclays Bank

Rental Monthly : 150 LE / 1,800 Annually Square Meter

Selling 15,000 LE / Square Meter

The Hotel is located in a strategic location , Between Two Major Bank Areas:

Notes • Lately there was significant increase in Land Prices due to increase in Industrial areas in Bani Sweif • Local Law regarding building heights not to exceed 21 Meters • Significant Potential of the city • Strategic Governmental focus on Upper Egypt

Section 5 : Financial Gap Closure Comparison Table

Area (A) Active Banks

Area (A) City Center Hotel

Area (B) Other Operating Banks

Area (C) National Bank of Egypt

Banks • Banque du Caire • Bank of Alexandria • Misr Islamic Bank

• Credit Agricole • Societe Generale Bank • Barclays

• Nation Bank of Egypt

Advantages (+)

• Proximity to Commercial area Around 2000

• Next to Transportation Facilities (Train Station)

• Proximity to Bani Sweif University

• Proximity to Bani Sweif Court

• Same As Active Banks Area

+

• Heavy Commercial Area • Licensed Area • Flexibility to • Hotel Services Availability to

(leaser) • Immediate availability

• High Class Area • Parking Area • Residential (8,000) • Commercial ( 10,000)

• Commercial Area • Next to Cairo / Station Bus station

Disadvantages (-)

• Parking – (currently leasing Parking Ares for Hotel )

• No Traffic Generators • Not a Heavy Commercial area • More of a residential area • Next to Bani Swief University (non

Target)

• Only Main Road is commercial • Not Preferred by other

operational banks

Monthly Rental Fees

100 LE Monthly Per Square Meter

Ground : 120 LE 1st & 2nd : 70 LE



Rental 37,800 Annual

454,000LE

Selling /SQM

10,000 Per Square Meter

Ground 11,500 1st & 2nd 8,000/9,000



Value of Offer 4,472,000

Section 5 : Financial Gap Closure : Value of office Space by Floor :

3rd Floor: Fish Restaurant

1st Floor: Coffee Shop

2nd Floor: Conference Rooms

4th Floor: Administration

5th Floor: Main Dinning Room

6th - 11th Floors Hotel Rooms & Suites

Ground Floor: Hotel Lobby

12th Floors Roof (under Construction)

Floor Description Space SQM

Basement 211 Ground Lobby /Reception 236 1st Floor Coffee Shop 236 2nd Floor Vacant 236 3th Floor Fish Restaurant 236 4th Floor Vacant (100) Meter 236 5th Floor Main Dinning Room 236 6th Floor Hotel Rooms 236 7th Floor Hotel Rooms 236 8th Floor Hotel Rooms 236 9th Floor Hotel Rooms 236 10th Floor Hotel Rooms 236 11th Floor Hotel Rooms 236 11th Floor Roof 236

Total

1st Floor :

2nd Floor :

3rd Floor

Ground

Space In SQM

234 234 234 40

Current Utilization

Coffee Shop furnished

Meeting Rooms

Fish Restaurant

Lobby

Availability Immediate Immediate Immediate Partial

Rental :

Price /SQM 70 70 TBA 120

Total Price 4,800 11,700 TBA 11,700

Monthly 16,500 16,500 TBA 4,800

Annually 198,240 198,240 57,600

454,080 (Annual)

Sell :

Price /SQM 9,000 8,000 TBA 11,500

Total Price 1.17 1,1 7 1.17 ,6

4.4 MM LE

Estimated Value/Floor (Based on average Prices)

Hotel is offering around 40 Meters of the lobby as A private entrance to 1st & 2nd Floors

Section 5 : Financial Gap Closure City Center Hotel – Sign-board

Hotel property

Bridge Facing the Hotel

Train Station facing the Hotel

Sign board is facing the new bridge , High visibility is Guaranteed. “this Photo is taken from the hotel”

Also high Visibility for Train Travelers, as hotel is also facing “Station Square” (Midan Al-Mahattah” “this Photo is taken from the hotel”

Hotel is also offering Two Sign Boards : 1. Facing bridge around 378 Meters 2. Sign board on Top of the hotel

Section 5 : Financial Gap Closure : Option 1 : Sell office Space

Assumption Sell

Initial Loan 6,700,000

Sell Value 4,472,000

Scope : Ground (40M), 1,2

Remaining (after tax) 2,339,800

Payment Years 3 (36 Months)

Total Loan + Interest 2,797,734

Annual Payment 932,578

1. Based On Fair price per SQM , Bank to acquire Vacant Floors and (40 Sqm) of Ground Floor

2. Remaining debt would be 2,3 MM LE


Payment Schedule :

3. Reschedule Payment According to the following Table :

4. Payment from hotel operations would be as following:

Payment Due to bank Revenue (Hotel Operation )


5. Net Sales Versus “Payment Due”:

6. Bank Would Acquire and lease to 3rd party

– Bank to Acquire part of the property (65% of the Debt)

– Remaining Value (35%) to be paid in 3 Years

– Lease to Third Party as (BHD) Generating 434,000 LE Monthly

– Secure Remaining Debt Value (3 Years payment)

7. Revenue Generated to Bank (leasing to 3rd Party :

Assumption Sell


Sell Value 4,472,000



Payment Years 3 (36 Months)



Section 5 : Financial Gap Closure : Option 2 : Rent office Space to 3rd Party 1. Based On fair price per SQM , 3rd Party would Rent Vacant Floors and (40 Sqm) of Ground Floor

3. Remaining debt would be Remain at 6,7 Million LE

Assumption Rent


Sell Value -



Interest Rate 12%

Payment Years 7 Years (84 Months)

Total Loan + Interest 827,913

Annual Payment 1,419,280

• Currently vacant floors office space is offered to BHD (Bank of Housing & Development) • Hotel to rent vacant floors to BHD (Bank Approval required ) • Also discussion with other investors that might take 2 months

2. Rental Value estimated at (454,080) to be added to Cash Flow :

Section 5 : Financial Gap Closure : Option 2 : Rent office Space to 3rd Party

Payment Schedule :

3. Reschedule payment according to the following table :

4. Hotel payment to be as follows:

Based on Amount due after should be scheduled on 7 Years as follows:

Hotel Payment and Cash Flow Year 1- Year 7 (Based on Business Plan )

Amount Due Based on 12% interest Rate :

Revenue (Hotel Operation + Lease ) Payment Due to bank

Section 5 : Financial Gap Closure : Option 2 : Rent office Space to 3rd Party


Section 5 : Financial Gap Closure : Option 3 : No Action (Not recommended)

Assumption None


Sell Value NONE

Scope : -


Payment Years 10 Years (120 Months)

Interest Rate 12%



2. Remaining debt would Remain be 6.7 MM LE

Payment Schedule :

Debt Assumptions & Values :

Section 5 : Financial Gap Closure : Option 3 : No Action (Not recommended)

3. Payment from hotel operations would be as following:

Revenue (Hotel Operation + Lease ) Payment Due to bank


Section 5 : Financial Gap Closure : Conclusion : (Options Comparison Table)

Options Sell Rent None

Deal Bank Partial Acquisition of the hotel & Rent o BHD or other investor

Rental to 3rd party (BHD or other investor)

(Bank Not Interested in Rent-Buy

Scope Ground (40M), 1,2 Ground (40M), 1,2 -

Financial Deduct Initial debt Amount Value

Bank Transfer of Rental fees – deducting Debt value rental

Hotel to seek alternative buyer within 2 Months

Initial Loan 6,700,000 6,700,000 6,700,000

Sell Value 4,472,000 - -

Remaining Loan 2,339,800 6,700,000 6,700,000

Payment Years 3 Years 7 Years 10 Years

Payment in Months 36 Months 84 Months 120 Months

Monthly 77,715 118,273 96,126

Annual 932,578 1,419,280 1,153,506

Total Loan 2,797,734 9,934,958 11,535,064

Risk Low Med Med-High

Low debt Value / Low Interest Secure Remaining Payment to seek other Finance options

Benefits to hotel • Flexibility to strengthen Hotel Position and renovation & other Marketing Activities

• Lower Interest Rate on remaining Value • Immediate resolution to debt

• Same as Sell Option • Lower Interest Rate on remaining

Value

None

Benefits to Bank • A Competitive Offer for bank • Brower bank Healthier collection statistics • Healthier financial performance to fulfill

payments due • Brower bank Healthier collection statistics

None

Section 6 : Financials : Balance Sheets / Cash Flow:

Section 6 : Financials : Profit & Loss :

Appendix

Business Results Q2 2009 – Monthly Analysis (Revenue / Expenses)

Revenue Analysis Expenses Analysis

F&B Total 2009

F&B Actual Q2 –Forecast (Q3-Q4) Total 2009 :

Rooms Forecast : 2009

Split Rooms / Suites Actual – Forecast 2009 :

Forecast 2010-2020 Food & Beverage : Detailed (1/2)

F&B Forecast 2010-2019:

Forecast 2010-2020 Rooms Revenue : Detailed

Rooms Forecast 2010-2019:

المرجع المصدر التاريخ1-1-2008 : و التركيبة السكانية السكان• سكان محافظه بني سويف •

طبقا لفئات السن و اقسام النشاط االقتصادى-سنه فاكثر 15-توزيع المصريين • الجهاز المركزى للتعبئه العامه و االحصاء

عدد السكان و االسر و المساكن العامه محافظه بني سويف•

: األقتصادية البيانات متوسط نصيب الفرد من االنفاق الثانوي لالسره طبقا لمجموعات االنفاق•

بحث الدخل و االنفاق -الجهاز المركزى للتعبئه العامه و االحصاء 2005-2004 متوسط اللنفاق السنوى لالسره •

متوسط الدخول السنويه لالسره طبقا لمصادر الدخل•

:التعليم بيان الطالب بكليات و معاهد التعليم العالي غير الجامعي•

بيان الطالب بكليات و معاهد التعليم العالي الغير جامعي •

بيان الطالب و هيئه التدريس بالتعليم الجامعى بالمحافظه للعام الدراسى • مديريه التربيه و التعليم 2008-2007

2007\2008 بيان بتوزيع المدارس في مرحله الثانوي العام على مستوى المحافظه•

شرق )بيان بالمشروعات التى بدات االنتاج بالمنطقه الصناعيه بياض ال عرب •

(النيل : الصناعية البيانات•

بيان مشروعات تحت االنشاْء بالمنطقه الصناعيه بياض العرب•

المشروعات الصناعيه تحت االنشاء بمنطقه الصناعات الخفيفه•

اجمالى المشروعات الصناعيه البالستيكيه المنتجه بمنطقه الصناعات الخغيفه •

بيان المناطق الصناعيه بمحافظه بني سويف•

بيانات عامة : الهيئات الشبابيه بالمحافظه مديريه الشباب و الرياضه 2008

الزراعه

المساحه الكليه للمحافظه

التقسيم االداري لمحافظة بني سويف

سكان المحافظه 2008

اماكن اإلقامه السياحيه بالمحافظه

2-1: تاريخ الفندق و عرض المستندات

التاريخ ملخص المستند التبعيات األعباء في حينه تم السداد

100.000

مائه 150.000

وخمسون الف جنيه

:ترتب علي تأخر صرف الدفعات من البنك األتي

حيث حاسبنا . تحملنا بفروق األسعار طبقا لما جاء بالبند سابعا من العقد المبرم مع المقاول •

جنيه وكذلك بالنسبة الرتفاع 3500المقاول بفرق أسعار الحديد للطن حيث تجاوز سعر الطن

سعر طن األسمنت

:علينا غرامتين طبق

الشرط الجزائي الوارد في البند الثاني عشر والذي ورد فيه انه في حاله تأخر استالم المقاول •

للمستخلص بعد التسليم مباشره لكل مرحله يكون من حقه التوقف عن العمل وتوقيع غرامه علي

مائه ألف جنيه 100.000الطرف األول قيمتها

ولم يصرف قيمتها من البنك تحميلنا بغرامه شهريه علي المبالغ المدفوعة منه الستكمال المنشأ•

حال االنتهاء من المباني

المقاول في أسعار شراء الخامات وكذلك جودة التشطيبات واستكمالها طبقا تحكم•

لألصول ألفنيه المتعارفه حيث كان يتم تحويل مستحقاته من البنك اليه مباشرة

توقيع عقد المقاولة بتاريخ

تم االتفاق مع المقاول علي صرف مستحقاته عن طريق حيث

وتم تحديد . مستخلصات تصرف كاملة من قيمه العمل المنتهي

مواعيد االنتهاء من جانب المقاول من كل مرحله فعلي سبيل

المثال

المستخلص األول يتم صرفه بعد االنتهاء من تنفيذ البدروم ويتم 1.

شهور 4تنفيذ هذه المرحلة خالل

المستخلص الثاني يتم صرفه بعد االنتهاء من تنفيذ الدور الثاني 2.

ويتم تنفيذ هذه المرحلة خالل شهر .علوي هيكل خرساني

ونصف

المستخلص الثالث يتم صرفه بعد االنتهاء من تنفيذ الدور 3.

الخامس علوي هيكل خرساني ويتم تنفيذ هذه المرحله خالل

.شهر ونصف

المستخلص الرابع يتم تنفيذه بعد االنتهاء من تنفيذ الدور الثامن 4.

علوي هيكل خرساني ويتم تنفيذ هذه المرحلة خالل شهر

.ونصف

1/7/2002

إجمالي تمويل المالك

565.500

الف مئتان 200.000 تاريخه حتي العقاري البنك من صرفه تم الذي المبلغ اجمالي•

جنيها

بتاريخ 3140برقم

400.000طلبنا مجددا صرف دفعة اجمالية قدرها 4/12/2002

عملية إتمام وقبل للقرض األولي المرحلة عن األخيرة قبل الدفعة صرف عند أن حيث•

جنيه ألف مائتان 200.000 مبلغ صرف في بأحقيتي االئتمان قطاع أفاد الهيكلة

من أكثر استحق ال بأنني أفاد الخبراء قطاع أن إال , المباني أعمال الستكمال

50.000 ال صرف وتم ألف خمسون 50.000

ألف وثالثون وخمسه مائتان 235.000 مقدارها دفعة صرف االئتمان إدارة قررت•

وخمسه مائه 135.000 إلي المبلغ بتخفيض قامت الخبراء إدارة أن إال . جنيها

. جنيها ألف وثالثون

7043خطاب موجه إلي البنك العقاري برقم نظير جنيها ألف عشر خمسه جنيه 15000 مبلغ سداد تم•

للمشروع الجدوى بدراسة البنك قيام

د.أ مكتب المشروع استشاري أوصي المشروع بدء عند•

أن للمبني أساس لوضع يستلزم بأنه الغمراوي مصطفي

وقد خرسانية فرشه تعلوها خرسانية خوازيق دق يتم

400.000 إلي وصلت بتكاليف المرحلة هذه أتممت

. جنيها ألف أربعمائة

قطاع بين النظر وجهة في خالفات من أكثر حدث •

. بالبنك االئتمان وقطاع الخبراء

7/6/2004

أشرنا إلي اإلعالن المنشور بجريدة األهرام عن حاجة بنك اإلسكان إلي مقر له داخل مدينة

بني سويف وقد عرضنا المساحة المطلوبة التي تصلح كمقر لبنك اإلسكان والتعمير وانهينا

الخطاب بالتالي

أننا نعرض علي سيادتكم المساحة التي ترونها مناسبة للمقر وباألسعار و وفقا ألسعار السوق

. السائدة

لمديونيتنا تجاه البنك العقاري" أننا نلتزم بإيداع كامل حصيلة البيع سداد" كما انهينا الخطاب

بتاريخ ( صور 10+ اصل ) خطاب وارد إلي البنك العقاري

:موجه إلي سيادة رئيس مجلس اإلدارة اخطار البنك بأن الهيكل الخرساني للمبني قد انتهي أوضحنا

:أسباب تأخر العمل يرجع إلي

تأخر صرف الدفعات من البنك 1.

.تأخر إعمال المقاولين 2.

طلبنا إعادة هيكل القرض 3.

15/2/2007

2-2:تاريخ الفندق و عرض المستندات

التاريخ ملخص المستند التبعيات األعباءلألسف لم يبادر البنك في تعويم العميل

واضطر العميل بعد ذلك تدبيرها من ,

موارده الذاتية وهو مبلغ

جنيه مليون وثالثمائة 1.300.000

ألف جنيه

فوجئنا بارتفاع تكلفه توصيل المرافق للمشروع •

وفرض تبرع إجباري علي إجمالي المساحة لألدوار )

(المتكررة للمبني

نطلب بدء عمل والتشغيل قبل انتهاء مهله اإلعفاء •

2009مايو لسنه 30الضريبي في

: 644خطاب وارد إلي البنك العقاري برقم

الصرف كان يتم مباشرة للمقاول ، وكان البنك يتأخر في صرف الدفعات أن •

أن المقاول بصرفه مباشره ( يمكن مراجعة السجالت طرف البنك ) المستحقة

كان له التصرف الكامل بالدفعات المنصرفة وكان يقوم قبل أي أعمال بالمنشأ

.بتحصيل فروق األسعار مقدما باإلضافة إلي تحميله لنا غرامات تأخير

4/2/2008

:وتمثلت تلك األضرار في تأخر توصيل التيار الكهربائي للفندق وبالتالي •

تأخراالفتتاح مما ترتب عليه ضياع اإلعفاء الضريبي

. تحملنا بفوائد رهيبة تجاه البنك العقاري •

استمرار دفع مرتبات شهريه لعماله تم التعاقد معها •

إلدارة و تشغيل الفندق

د محافظ بني سويف إلي رئيس قطاع الكهرباء وذلك لتوصيل .خطاب موجه من أ

698311التيار الكهربائي للمبني رقم حيث تم مناشدة سيادتة التدخل لتنفيذ الموافقة بين إدارة الكهرباء ورئيس الوحدة •

تم استعراض .وذلك لتوصيل التيار الكهربائي 2000/ 2/ 22المحلية بتاريخ

األضرار التي أصابتنا نتيجة رفض هيئه الكهرباء توصيل التيار

22/6/2008

تم إخطار البنك بالواقعة التي حدثت ودخول البلطجية •

9/12/2008واالستيالء علي مدخل الفندق بتاريخ

إلي أننا فوجئنا بهجوم مجموعه من 1/12/2009تقرر افتتاح الفندق في •

, . البلطجية دخلو الفندق عنوه وتم استيالئهم علي مدخل السلم األساسي للفندق

23/11/2008

11/1/2009 صدر قرار المحامي العام بتمكيننا من المكان وبدأنا الترتيب واإلعداد لالفتتاح•

17/1/2009 تم تسليمنا المكان من قبل قسم شرطة بني سويف•

2009/ 3/ 23خطاب وارد إلي البنك بتاريخ •

تم إخطار البنك بأنه تم عمل افتتاح تجريبي للفندق وذلك يوم الجمعة الموافق •

2009مارس لسنة 13

23/3/2009

Management Team & Planning Management CV’s (1/3)

From-To Position Hotel/Company

األن:2008سبتمبر سيتى سنتر أوتيل مدير عام

.2008اغسطس:2008يونية فندق المروه مدير عام

". 2008يونية: 2007أكتوبر " بجامعة النهضة مديرعام المدن الجامعية

". 2007سبتمبر : 2003مايو " مركز المؤتمرات جامعة بنى سويفب المشرف العام على تنظيم المؤتمرات

".2007سبتمبر : 2003مايو " فندق ومركز المؤتمرات جامعة بنى سويف المشرف العام على

بالمركز االجتماعي جامعة القاهرة رئيس قسم العالقات العامة 2003أبريل :2002مايو "

".اآلن: 2004يوليو" بمركز تدريب علوم الحاسب اآللي بكلية اآلداب مدرب حاسب آلي

".اآلن: 2004سبتمبر" بمركز الدراسات المالية و التجارية بكلية التجارة مدرب حاسب آلي

2002ابريل:2001ديسمبر بفندق زاك مدير المكاتب األماميه

2001نوفمبر:2000اكتوبر فندق لوروا الغردقة مدير المكاتب األماميه

2000سبتمبر:1999ديسمبر بقرية حور بالس الغردقه مدير المكاتب األماميه

بفندق جراند ريزورت الغردقه نائب مديرالمكاتب األماميه 1999نوفمبر:1998مايو

Name Ayman Fedway

DOB

Position General Manager

From/To Position Hotel

Dec. 2006 - Till now Asst- F.O manager & G. R .O

lotus-Hotel Dubai- U.A.E.

Nov. 2005 - Nov. 2006 Secretary (AI-Tanmyah Subsidiary Co. Dubai Islamic Bank) Dubai- U.A.E.

Dec.2001 – May 2002 Receptionist AI-Bakri Hotel Egypt

May2002- Oct 2005 F&B Manager AI-Bakri Hotel Egypt

Nov . 1999- Oct. 2001 Accountant Mohammed Abdul Aziz Al-Saeed Furniture House Al Reyad - K.S.A.

Dec. 1997 - Nov. 1999 Supervisor Happy Days Dinner Restaurant Jeddah - K.S.A.

*Jul. 1994-Aug 1995 Waiter supervisor Beach Al Batros Hotel Alghardaqah – Egypt

*Aug. 1995-Sep. 1996 Waiter supervisor. Egypt Sand Beach Hotel - Hurghada

*Nov. 1996- Oct 1997 Waiter supervisor Three Corners Hotel - Hurghada

Name Ahmed Morsi

DOB 73

Position Asst Front office Mgr

Management Team & Planning Management CV’s (3/3)


2009- Date Purchasing Manager City Center

2002-2007 Purchasing Clerk Salt & Pepper Zamalek

1997-2002 Asst Purchasing manager Meryland – Heliopolis

1995-1997 Runner Purchasing Andrea Maady

1993-1994 Operator & Receptionist Sendibad Group Hurghada


2009-Date Asst Chief Accountant City Center Hotel

مدير جمعيه سيدات االعمال 2005-2008

2003-2004 Accountant مشروع القروض في جمعيه سيدات االعمال

2001-2002 Accountant مشروع التنميه الشامله مع هيئه كير الدوليه

2000-2001 Accountant 2000شركه التامين االهليه مؤقت عام

Name Abdel Ghany Abbas Helmy

DOB 20/10/74

Position Asst. Chief Accountant

Name Emad Ghobrial

DOB 1/5/79

Position Financial Controller


2009- date Financial Controller City Center Hotel

2008-2009 Chief Accountant Healthy Foods Egypt Com.

2006-2008 Snr Account payable. Dreams Beach Resorts Sharm Elshik

2004-2005 Cashier Swiss Inn Stella de mare

2005-2006 Receiving Clerk Swiss Inn Stella de mare

Name Ahmed Ragab Abdel Wahab

DOB 1968

Position Purchasing manager


1988-1989 Accountant Saudi Arabia

1999-2000 Accountant Saudi Arabia

2004-2005 Sales Rep Saudi Arabia

2005-2006 Accountant Qatar

1999-date مدير مكتب عمل بني سويف

Names Magdy Ibrahim Youssef

DOB 8/9/61

Position Personnel Manager

Business Assessment SWOT : Strength

Advantaged Hotel Property & Location : • Hotel property of a average look however could be considered as on top of the competition despite being operating for short

period of time • Lately a new construction law was issued that prohibits construction buildings to exceed seven floors , this would affect positively

the selling price per square meter for selling & renting options for vacant space not utilized. • The property contains Various vacant floors that are still not utilized that could be utilized in various investment , accordingly this

would grant financial solution for financial issues facing the Hotel

First Mover advantage (as the first 3 stars Hotel in Town): • The hotel has the potential (with some investment ) to obtain the position as the only hotel that would provide good quality

service and decent stay • Once the hotel started new product offering (as business hotel) could obtain a good market share • Currently the government has raised ranking requirements (this would be applied for new entries to the market) this would be

favorable to city center to enjoy uniqueness as 3 stars hotel .

Staff Selection : Knowledgeable and friendly staff. • The Hotel succeeded to grab knowledgeable and experienced staff through in some functions other than the competition • Friendly, hospitable staff offers personalized customer service • The hotel is advantaged than other competitors that operate with less qualified staff

Barriers for Entry to the hospitality industry locally Locally :

• Within the new construction Law , other entries to this market would be more costly , accordingly City Center would enjoy a period of

• uniqueness in product offering. 3 Stars Ranking for New hotels

• New comers to this market would incur high costs in property setup , that would result in higher pricing in room rates.

Business Assessment SWOT : Weakness (1/2)

Weakness Program

Hotel property - Critical issues : The hotel was constructed by third party construction company with minimal quality standards Interior decoration lacks any professional standards & common hospitality standards

Top Management (owners) knowledge of Hospitality Business Usage of Automation in various cash Control areas :

Cashiering : should be automated using a simple application that would control F&B related costing/and Statistics

Lack of clear Marketing & Sales agenda and Absence of strong Sales Function) Currently there is no marketing Function and clear offering etc /

Hotel Positioning and Market Understanding : Segmentation of business was not clarified into corporate / Walk-in / and Travel Agencies etc

Absence in various channels : Corporate channel : that would be one of the most important

Sales Channels Definition / Pricing: • Sales and Discount structure is not applied accordingly • Currently there is no marketing plan nor sales plan to achieve • No corporate rates applied - Discounted corporate rate would increase awareness of the hotel & facilities and discount granted to

this segment. • Travel agencies were not approached yet , missing a segment that would participate in increase in room occupancy year round • Travel Agency relation that would grant further rooms occupancy percentages

Sales Team Structure - Sales Tools : • Operations started without a clear Marketing/Sales Plan, accordingly target was not set by the beginning of operation. • Sales literature lacks no brochures and sales tool kit are available to promote hotel outlets and facilities • Lack of knowledgeable strong sales Team , and consistency in sales visit to achieve sales figures

Other Marketing Tools required : • Currently the hotel does not own a website that would enable high visibility to hotel services / location • Current hotel Logo Does not reflect the image required for Positioning , accordingly need to be redesigned

Hotel Product offering to corporate Segment: • Currently The hotel lacks a clear product offering to corporate as in Corporate rates (Discounted Rates for Companies) , • Lack of conference rooms / break-out rooms • Catering sales not optimized

Marketing Strategy developed

Business Assessment SWOT : Weakness (2/2)

Weakness Program

Hotel Ambiance & interior decoration: Hotel Entrance : Front Desk and Lobby Areas

• Property was assigned to contractors with lack of experience • Color schemes of lobby area is not ideal , needs redesign and more professional look • Hotel facing (ground floor) is not spacious

Rooms : • Currently The hotel is operating with 40 rooms , yet 4 suites has to be furnished soon increase rooms

offering • Hotel Rooms and public areas need decoration change / Specially in room look • Rooms Decoration as Bed Covers/ Curtains / other minor in room facilities also the upholstery for suites

need urgent change to upgrade rooms ambiance • Corridors and passages on floor levels are not presentable repaint is needed

Public areas fire and Industrial safety :

• Despite having basic fire safety measure are in place however requires review and maintenance to be operating properly

• Industrial Safety authorities should review and approve the property.

Food & Beverage Outlets : Coffee Shop : • Coffee shop design is not of industrial standard as furniture is based on sofas not on restaurant / Very Poor

Design and Ambiance • Lack of Air Conditioning units at the coffee shop , accordingly would not be the ideal outlet for guests and

customers

Main Dinning Room :

• Ambiance of the outlet requires some decorative items (Paints) and other plants would uplift the look of the outlet

• Buffet look and Setup requires urgent • Menu look and design needs to be considered

Business Assessment SWOT : Opportunities

•

To be the Only 3 Stars Ranked hotel in Beni Sweif : • The only Hotel in town that could be classified as three stars hotel, no other hotels in the city with such advantage • The hotel is advantaged in service offering to the market (with consideration of the location , and socio-economic classes) • Hotel is almost 90% ready to be ranked as three stars hotel. • Competition lacks to the hotel lately within last few months grabbed considerable market share

Investing Vacant floors in Selling/Renting space: Property has lots of potential in expanding in services offered due to four story building that would utilized in various investments.

• The property is located next to Beni Sweif train station (down Town) next to plenty of transportation facilities specially for this destination

• Utilization of four floors in various investment options would grant cash stability and healthier financial situation. Various local and International Banks started to operate in the city might be a good opportunity to sell or space to other non operating banks in the city however with consideration hotel facing of the hotel might hinder the opportunity as ground floors are the most desired

Franchise F&B outlets to International / Local chains: • A good opportunity for the Hotel to franchise part of the hotel to locally known chains as (cook Door/Americana/ and others)

Operate a Distinctive Restaurant (Self Managed): • Due to lack of outlets Distinctive restaurant in the city I would think if city center would operate a distinctive outlet would be

successful.

Achieving Sales target through corporate segment Clear Growth in Corporate Market : • The hotel should be the reference in hospitality : and the reference of service for corporate customers to provide remarkable service

for this segment. • To offer a complete service for Businessmen and Corporate both (Short/long term) guests. • Increase meeting offering • The hotel should operate a basic Business Center that would be a unique service for city. • The City has witnessed growth in various industries and opening of various organizations on both Local and Multinational levels

Growing Governmental/ Investors focus to Upper Egypt and Beni Swief • Currently the government is focusing on developing Upper Egypt that would reflect in growth in corporate market. • The city has also witnessed excessive growth in

Food & Beverage Offering / Competition : • As Bani Swief is s a business destination, catering to businesses and factories would be a good opportunity specially with the lack of

any international or Local Chains • Currently other competitor is offering an large amount of meals for corporate customers , accordingly, City Center would grab a

considerable shares of this market

Business Assessment SWOT : Threats

False Entry to potential corporate Market segment : Current Hotel Decoration and look for Public areas , Rooms and Facilities would give a wrongly positioning to hotel and could risk business potential ( Face-lifting for Rooms /Lobby and Public areas is required)

Owners involvement in Hotel management (Split Hotel Ownership / Management is required)

Owners are currently involved in hotel management , meanwhile lack of solid track-record in hospitality industry with consideration of hospitality business sophistication across various functions as F&B Cost Control , Service Standards etc , would result into :

Opportunity loss for growth in various Channels specially corporate Wrong positioning for hotel and loosing potential business Obvious risk to Hotel income

Sever Defects Finance and Internal Controls and bookkeeping : Sever defect in finance function could risk hotel income and internal controls

Financial Stability, Flexibility to upgrade Due to financial implications and installments it is critical to

achieving Business Plan is critical to fulfill Bank Loan issue : Due to lateness in starting hotel operations , cumulative due bank interests could risk the loss of the property if a legal action is taken by the borrowing bank .

Industrial Safety and Authorities certification Despite the hotel has initial fire fighting equipment however legality issues must be cleared , also a small Generators should be installed Also certification from the authorities is critical to avoid any legal actions that could be taken by the authorities

Criticality of Marketing & Sales Function setup to achieve financial targets : Marketing and sales could be new to Local market (on three stars hotel level and locally in beni Swief) however it is critical to promote hotel facilities and services to achieve financial goals & objectives, there is a great risk in not achieving

Lateness in ranking the hotel as “three stars hotel”: Lateness in ranking would result in losing first mover advantage as the First 3 stars hotel Locally, specially there is growing interest in the city on corporate levels , and becoming an industrial zone

Business Strategy 1. 3 Increase Income (Rooms& F&B) : Travel Agency (2/4)

Hotels Egypt Tripadvisor.com Booking.com Egypt.Hotel.Advisor.com Egypt- Accommodation

Site link hotelsegypt.net Tripadvisor.com Booking.com Egypt.Hotel.Advisor.com Egypt-Accomodation.com

Local Local Local Local Local Local

Local Areas Cairo-Alex-Luxor-Aswan-Sharm Cairo Hotels /Dahab Hotels /El Gouna Hotels /Giza Hotels /Hurghada Hotels /Luxor Hotels /Marsa Alam Hotels /Nile River Valley Hotels /Red Sea and Sinai Hotels /Sharm El Sheikh Hotels /South Sinai Hotels /Taba Heights Hotels

41 Hotels in Egypt , Egypt is one of the Top destinations (for this sites ) From 1- 5 Stars Hotel,

Alexandria/Cairo/El Giza - Cairo/ Hurghada/Luxor /Sharm El Sheikh

Abu Simbel /Alexandria/Aswan/Cairo/Dahab/El Gouna /El Qusier/Giza /Heliopolis/Hurghada/Ismailia /Luxor/MarsaalamNuweiba/Safaga/Sharm El Sheikh/Taba

Website Required Not Required Not Required Not Required

International None International International None None

Ranking hotels 3-5 stars 2-5 stars 1-5 Stars 1-5 4-5

Online reservation Yes Yes Yes Yes not working

Services Yes Yes Yes Yes Yes

Rates Yes Yes None Not all hotels are rated

Comments Average Design / Local Look Good site/ Rich content Organized /Pictures of Hotels/ / Rating for hotels/ (Starting from 28 Dollars Affiliated with booking.com Includes guest comments

No Booking Professional site Speaks your language Fees-

Average Design Site Easy Navigation

there is not a big quantity of hotels Not all hotels are rated Good Classification by area

Other Services Tours Also included Includes maps to reach location / Hotel website is not required/ Flights/restaurants

Airline reservations/Rent a car/ our services

http://www.hotelsegypt.net/

http://www.tripadvisor.com/Hotels-g294200-Egypt-Hotels.html

http://www.booking.com/

http://egypt.hoteladvisor.com/

http://www.egypt-accomodation.com/




Hotels.com Egypt

Reservation.com

Egypt Hotels Database

EgyptGuide.Net SolMelia.com Agoda.com

Site link Hotels.com Egypt reservation Center EgyptHotelsDB.com EgyptGuide.Net Solmelia.com Agoda.com

Local Local Local Local Local Local Local

Local Areas AIN SOKHNA/Alexandria/Aswan/Cairo/Dahab/ElGouna/ElQuseir/Giza/Hurghada/Luxor/Makadi Bay /Marsa Alam /Marsa Matruh/Nuweiba/Ras Sudr /Safaga /Sharm El Sheikh/Soma Bay/Suez, Taba,

Cairo, Luxor, Aswan, Sharm El Sheikh, Hurghada, Alexandria, (Includes - Other Location )

All Cities of Egypt Sharm Only Four Hotels • Abu Simbel• Al Fayyum• Alexandria• Aswan• Bawiti• Cairo• Cairo Airport• Coraya Bay• Dahab• El Gouna• Giza• Hurghada• Ismailia• Luxor• Makadi Bay• Marsa Alam• Nuweiba• Quseir• Safaga Saint Catherine Sharm El Sheikh St Catherine Taba

Search Capabilities Country - City No Search only Listing None Local Search by Hotel Name/ A list of 20 Pages for Hotels / Filter by Hotel Ranking (3-5 Hotels)

Yes - Displays only 4 Hotels Country - City

Website Required None None

International hotels Yes None None None Yes None

Ranking hotels 2-5 2-5 4.5-5 not operational 4 0-5

Online reservation Yes No No None Yes Yes

Services Yes Yes No None Yes Yes

Rates Yes None Yes None Yes Yes

Comments Poor Quality Site / Poor Design Easy to Register for 3 CCH - (Classified other Locations) Claim to have office IN UK ?

official Site for the ministry of travel & Tourism Poor Quality Site / Bad design

(BS) is in the list no hotels Quick Listing 483 Hotels Found for Egypt

Good Quality Site Only Four Hotels Listed Only Sharm El-Sheikh

In need to Add City / Hotel

Other Services Includes other services as : Nile Cruisers Live Aboard Red Sea Boats Restaurants, Bars & Discos Casinos Golf Courses Tour and Travel Companies Trains, Buses & Airlines Rental Cars Dive Centers & Windsurf Centers Internet Cafes

http://emea.hotels.com/

http://www.egyptreservation.com/

http://egypthotelsdb.com/

http://www.egyptguide.net/tourism/Hotels/hotelsearch.asp

http://www.solmelia.com/solNew/html/directory/en/hotel/hotels-africa/hotels-egypt.html

http://www.agoda.com/africa/egypt.html


Site Name Egypt Bot Hotel Club Hotels-Egypt-

booking Asia Rooms .com Hotel Travel.com Hotel In Egypt.net

Site link EgyptBot.com HotelClub.com Hotels-Egypt-Booking.com Asiarooms.com/egypt/ HotelsTravel.com/egypt HotelInEgypt.net Local local local local local local local Local Areas All - Areas - Abu

Simbel/Alexandria/Aswan/Cairo/Dahab/Ein El Sokhna/Giza/ Hurghada/Luxor/Marsa Alam/Sharm El Sheikh/South Sinai/ St Catherine/Taba

Cairo/Alexandria/Sharm EL-Sheikh/Taba

Abu Simble/ Alex/Aswan/cairo/Dahab/El-Gouna/Hurghada/Luxor/Marsa Alam/Safaga/Sharm/St.Catherines/Taba / Western Desert

Most of Egypt Cities / List / Sharm El Sheikh (153) Hurghada (97) Cairo (86) Luxor (38) Marsa Alam (30) Alexandria (18) Dahab (18) Taba (15) Giza (13) El Gouna (12) Aswan (11) Nuweiba (8)/ Heliopolis (Ancient) (6)/ Madinat Makadi (6)/ Safaga (5)/ St Catherine (4)/ Ain Soukhna (4)/ Zamalek (4)/ El Quseir (3)/ Siwa (3)/ Soma Bay (3)/ Baharia Oasis (2)/ Abu Simbel (2)/ Port Said (2)/ Marsa Matruh (2)/ 6Th October City (2)/ Dokki (2)/ Sahl Hasheesh (2)/ Faiyum (1)/ Al Kharga Oasis (1)

Search Capabilities No Search Engine / Listing by Location only

None / Listing only

Country/City Search by City & Listing Sorted by City

Website Required None None None International hotels None Yes Yes Yes Yes None

Ranking hotels 0-5 3-5 3-5 3-5 3-5 3-5

Online reservation Yes Yes not visible Yes not included Yes Services Yes Yes Yes Yes Yes Yes Rates None Yes None Yes Yes Yes Comments 409 Listed Hotels

Only Listing No Images Poor Quality Site Includes other Info About Egypt as

Good Design Instant confirmation For reservations !

Poor Quality Site Includes Arabic Version !

Organized Good Looking Site Rich Contents Guest Feed-back About hotels requires booking Dates prior to hotel Selection

Booking Dates / Destination for hotel review Includes map for Egypt only / not for hotel Selection

Other Services Arts & Humanities/ Business to Business/ Computers & Internet/ Economy/ Education/ Egyptology/ Entertainment/ Government/ Health/ History/ News & Media/ Recreation & Sports/ Reference/ Science/ Shopping and Services/ Social Science/ Society & Culture/ Tourism

Travel Links Destinations/Hotel Chains/Airlines/Airports/Travel Services/Trip Planner/Great Deals/Book a Flight/Rent a Car/Ski Vacations/ Travel News/Newsletter

http://www.egyptbot.com/

http://www.hotelclub.com/DirectCountry.asp?id=83

http://www.hotels-egypt-booking.com/





http://www.asiarooms.com/egypt/

http://www.hotelstravel.com/egypt.html

http://www.hotelinegypt.net/

hospitality hotel business plan - pillars · support /plan: • competitively priced meals 5/10/18...

Documents