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Business Plan
Samata Massage & Reflexology Spa
910 Camino Del Mar, Ste. B
Del Mar, CA 92014
858.353.3345
Date:

4/23/15

Table of Contents
I Executive Summary
A. Company Structure, Business Owner & Product/Service
B. Mission Statement
C. Target Market(s)
D. Current Opportunity
E. Projection of Business Future
F. Financial Summary
II Marketing Strategy
A. Product/Service
B. Sales Strategy
C. Promotion
D. Pricing Strategy
E. Web Strategy
F. Differentiation (Competitive Advantage)
III Operations Plan

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I Executive Summary
A. Company Structure, Business Owner & Product/Service
Samata Massage & Reflexology Spa (Samata Spa) opened 4/1/2015. Business Owner,
Matthew Montgomery, is a state-licensed Certified Massage Therapist and Health
Educator. Samata Spa, LLC will be formed within the first six months and take over
ownership from that point forward. Samata Spa will offer Reflexology Spa Treatments,
Massage Therapy Treatments, and Spa Products made by Local Artisans.
B. Mission Statement
Our mission is to provide a peaceful environment staffed by well trained professionals
in an effort to facilitate the natural healing process of our clientele. By helping to
address the energetic and emotional components of physical injuries, we assist our
clients in bringing their lives back into balance so that they can maintain a high quality
of living.
C. Target Market(s)
Samata Spa is a business to consumer business. Brief Target Market analysis has shown
that our clients include clients addressing health conditions or chronic pain, clients
pampering themselves, clients who prefer alternative health and holistic care, clients
who are pregnant and serious athletes.
D. Current Opportunity
Samata Spa integrates massage, reflexology, and spa services, something not offered
in other reflexology studios. Our reflexology chairs allow clients to stay fully clothed
during sessions and receive targeted treatment. Our separate massage room provides
privacy for full-body treatments such as massage, Reiki, etc. Our staff is composed
entirely of professionals, fully fluent in English and trained in anatomy and
contraindications, in addition to bodywork techniques and the healing arts and
sciences.
E. Projection of Business Future
Launched in 2009, De La Sole Reflexology Spa maintained itself with minimal
marketing, and heavy use of extremely low price points. Other similar spas and studios
have shown that the industry is fruitful. Brief market analysis compelled a menu
pricing structure reflective of the industry standard in Del Mar. Discounted treatment
specials will also keep Samata Spa competitive with spas in other areas of San Diego
while not underselling its services or brand.
F. Financial Summary
Total amount of funds sought for venture: $10,000
Total amount of projected average monthly revenue: $8,500

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Total amount of projected average monthly expenses: ~$5,300
Rent
$2181.15
Utilities
~$260
Booker Software
$115
Supplies
~$150
Payroll
$2,500

II Marketing Strategy
A. Product/Service

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REFLEXOLOGY
Hand Reflexology: 30min - $50, 60min - $80
Foot Reflexology: 30min - $50, 60min - $80
Hand & Foot Reflexology: 60min - $80, 90min - $110, 120min - $140
CUSTOM MASSAGE THERAPY: 60min - $100, 90min - $140, 120min - $180
REFLEXOLOGY
Each session begins with a mineral foot soak, and acupressure of the head, neck, and
shoulders, followed by targeted reflexology at your preferred pressure.
Hand Reflexology: Treatment of the arms, wrists, and hands.
Foot Reflexology: Treatment of the lower legs, ankles, and feet.
Hand & Foot Reflexology: Complete hand and foot reflexology provides focused treatment
with full-body benefits.
CUSTOM MASSAGE THERAPY: Swedish, Deep Tissue, Jin Shin Do, Prenatal, etc.
SPA ENHANCEMENTS & DELUXE SERVICES: Targeted Herbal Heat Therapy, Mineral Foot Scrub,
Hydrating Foot Masque, Hot Oil Hand Treatments, Aromatherapy, etc
B. Sales Strategy
Services will be offered through direct sale using numerous marketing channels.
Products will initially be offered in-store only with potential for internet sales.
C. Promotion
Promotion will include Word of Mouth/Referral, Advertising and Sponsorships at
athletic and holistic health events, and a strong Internet presence, including Social
Media and Daily Deal Sites. Demographics will be considered when advertising to
access target markets. In order to most efficiently use our resources, marketing
programs will be limited to those who do not require fees up front. By employing per
service fee structures in arrangements with marketing firms, we will minimize
unnecessary costs.
D. Pricing Strategy
Pricing research indicates that there are limited stand-alone massage studios in Del
Mar Village and surrounding areas. Their average price for a 60min full-body massage
is $85 and they have very limited booking hours. Hotel-based spas in the area offer a

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50min session at $120.
E. Web Strategy
Samata Spa will use its website for marketing, customer education, and sales
transactions. Services available via our website include purchasing gift certificates,
promotional specials, and scheduling appointments. A user-friendly mobile site is
available and fully-functional. Additional features such as an in-house app, mobile
check-in, etc. will be implemented as needed.
F. Differentiation (Competitive Advantage)
Samata Spa integrates the therapeutic benefits of the healing arts, and the elegant
quality of a Del Mar spa. Price points and specials will draw in locals and deal-seekers
alike without compromising quality. Staff will make clients feel important, heard and
supported. With a strong emphasis on resolving pain/ailments and creating wellness,
Samata Spa services will integrate well with other wellness service professionals,
increasing opportunities for networking and referrals.

III Operations Plan

Hours: Presently Wed-Sun 11am-7pm and by appointment at any other times. The hours of
operation may change seasonally and on holidays as needed. Hours will increase as soon as
payroll is affordable.

Staffing: Staff will consist of both employees and Independent Contractors. A minimum of 3-5
employees will serve as receptionists, reflexologists and massage therapists. Additional
Reflexologists & Massage Therapists will be contracted as needed.

Capacity: Up to 3 Reflexology sessions and 1 Massage Therapy session can occur

simultaneously between the two treatment rooms.

Computer & Financial system: Spa Booker booking software will be used as it provides the
most valuable resources without the need for a contract. Booking, Accounting, Scheduling,
and Data are easily accessible from any computer connected to the Internet.

Equipment: All equipment, including chairs, tables, hot cabbies, reception desk, computer,
etc. were gifted to Matthew Montgomery. Updates and upgrades will be necessary including
rerouting speaker wire, building new cabinet in prep room, etc.

Permits and Licenses: Business and Use Licenses and Permits will be acquired through the City
of Del Mar, County of San Diego and State of California as required.

Insurance: Every licensed massage therapist will be required to hold liability insurance.
Additionally the spa will carry insurance.

Credit Policy: Credit will not be extended to clientele.