5 senses spa and wellness
Executive Summary
5 Senses Spa and Wellness offers a complete day spa experience. Our business is
located in the prestigious The Pavillion Bukit Bintang, complete with treatment rooms
with the finest spa linens and equipment. We offer head-to-toe beauty treatments,
including a variety of traditional massages, facial and body treatments, manicures and
pedicure, and body wraps. 5 Sense spa and wellness also have own range of product
such like skincare product and also spa product like massage oils and scrub for body
and face. Beside that this spa has special treatment called fish treatment where your
skin surface will look healthier, fresher and more brilliant. Our spa is the first in its kind
in Malaysia which conducts interactive business transactions on the internet, through
our website, 5Senses.com.my.
Our goal is to tailor the client's experience based on initial interview information, as well
as feedback during the treatments, to ensure the client's comfort and satisfaction, and to
increase repeat business. We are mindful of the overall experience - using only the
finest oils and lotions, beauty treatments and aromatherapies. Special lighting, music,
decor, and textiles are used throughout the spa to complete the comfortable, plush
environment and enhance the client's overall spa experience
Organisation Plan
Business Model
5 Sense Spa & Wellness is one of the first click and mortar in its kind. We use e-
commerce extensively as a B2C method for our customers to:
• purchase our products for home-spa treatments
We produce our own natural, non chemical based home-spa treatment products
such as massage oils, natural coffee scrub, tongkat ali scrubs, facial scrubs and
facial scrubs. Apart from that, we also offer our clients relaxing spa music CD,
scented candles, and a few spa and natural treatment related books and video CD.
• make reservations for appointments
Our website has a page that allows our clients to make their own reservation on the
time and date that they choose to get their treatments done. They can also pick what
kind of treatment that they need, whether it is body massage, hair treatment, facial
treatment or foot and fish spa treatment. This way, we can ensure that the client will
get totally relaxed since we have already prepared for their arrival based on their
bookings, and to make sure that the spa is not overcrowded.
• after sales services which includes beauty tips for members
We set up an after sales page where the clients can interact with our online
correspondent, which can help them if they have any enquiries. From time-to-time,
we will put up new articles on beauty and also some beauty tips & tricks.
Business Strategy
Target Market for Offline Spa
For local clientele, we target the upscale market, which include women aged 30 to 50,
with a household income of RM 40,000 and above. These women have high taste, and
know how to value quality and appreciate a good service quality.
We are also trying to reach for the tourists market, especially women from the Middle
East and Europe. Tourists have high disposable income, especially the Middle Eastern,
and they benefit by having a comparably affordable treatment due to the foreign
exchange rate. They like to experience the traditional Malaysian and Asian culture,
which we could offer through 5 Senses treatments.
Clients who use spa services fall into two basic groups:
1. Clients pampering themselves / Massage Therapy, Body and Facial Treatments
o Individuals with high disposable income
o Sometimes have chronic pain or old injury issues
o Massage 1 - 4 times a month for relaxation
o Huge anti-aging and beauty market potential
o Traffic continues to be a huge problem in Metropolis and our therapies are
valuable for this segment of the population.
o Local hotels that do not offer spa services will be able to refer to our local
facility or use our out-call services.
2. Clients who prefer alternative health care
o Use massage as preventative health care
o Use other alternative practices - e.g. acupuncture, Chiropractor,
Naturopath, Herbalist, etc.
o Try to have massage as regularly as they can afford - usually once per
month
Product Concept
Membership Types
There are different levels of membership available to suit the needs of customer
1 Platinum Membership
2 Gold Memberships
3 Silver Memberships
The key elements to customer membership types are listed below.
Customer repeat buying behavior
Customer referrals to friends, family, and colleagues
Customer trust
Customer spends more over time
Customer satisfaction
The benefit that customers can get for this membership:
Points – applied toward future purchases
Discount cards
Rewards
Advanced notice on sales for “loyal” customers
Collaborations
We are involved in collaborations with many governmental agencies especially for the
marketing, funding, and the R&D of our products.
SIRIM
5 Sense Spa and wellness have made collaboration with SIRIM BERHAD on product
research, product formulation and production. The person in charge that we liase with is
Rozanida Tan Sri Abdul Rahman, Consultant on Biocosmetics and Natural Products
(Environment and Bioprocess technology Center). Part of the products that we came
out with as a result of this collaboration:
Milk bath
Skin Care ranges - Cleanser, toner, moisturizer
Massage oils -(for slimming)
Scrub (for Spa treatment and home treatment)
Malaysian Tourism Board (MTB)
5 Sense Spa & Wellness as one of the players that is part of the Spa & Wellness
Tourism campaign done by MTB. We work closely with MTB in terms of promotions
and helping us in the hotel referral. Hotels that do not offer their own spa services will
send their guests to our spa or use our out-call spa services. Prior to opening, we will
make contacts with managers and concierges at local hotels to ensure they are aware
of the services available. Promotions will be offered to professionals in these industries
to create buzz and build relationships.
MDEC
The agency is very helpful in providing us with the grant for the development of
prototype e-commerce site of the spa.
Local Advertising & Seasonal Promotions
Local newspaper advertising, local fliers, grand opening party kick-off and promotion for
first 30 days. Continue regular advertising and plan for seasonal events like Hari Raya,
Chinese New Years, Deepavali, Christmas, Valentine's, Mother's Day, Father’s Day and
New Years.
Local Networking
Charities, women's groups, wedding planners, and membership with the 5 Senses Spa.
SWOT Analysis
Strengths
Experienced staff and therapist
Many treatment including Malay, Thai and
Javanese.
Specially treatment is fish spa
Reasonable price but grade a services
Have online appointment, where by
customer can arrange the date through our
website call 24 hours assistant
Weaknesses
Staff retention
Don’t have hair range products
Capital
Opportunities
Training Costs in beauty
For international market (middle east market)
To increase product range
Threats
Increasing competition
Inconsistent industry standards
MARKET ANALYSIS
5 Senses Spa and Wellness pools of customers are varied. They range from
normal clients, corporate clients, lower and middle income individuals, expatriates &
also foreign individuals working in Malaysia. The market that 5 Senses Spa and
Wellness are tapping in is already a ready market where 5 Senses is packaging itself
as a beauty centre. 5 Senses potential customer ranges from household to corporate
level or the entire Malaysian population at large especially women. The idea is to cater
to the consumer’s needs, meet & fulfill their demand while providing them the best
customer relationship experience. The idea is not to focus on a particular segment of
the population but to shape the type of product and services available based on
different sectors of the geographic locations and demographic as well.
The bulk of business will come from those who need a complete day spa
experience. After two (2) years of extensive observation and research by the founders
of 5 Senses, it was noted that 5 Senses can offer a niche beauty product and services
within the current conventional beauty salon in Malaysia. In addition, the current
conventional beauty salon can be enhanced further with multi-fulfillment products and
services which consumers desperately need.
Competitor Analysis
Competitors Market position Strengths Weaknesses
Tanamera the
tropical Spa
Have retails shop and
spa
Many Branches local
and overseas such
like Singapore, Japan
and United Kingdom.
Online shop
Only offers Malay
treatments
Brands still not well known
Don’t have manicure and
pedicure services
Modern Spa Many range of
products
Have hair services
Not traditional Spa
Men allowed in this spa
Expensive rate of
treatments
MARKETING STRATEGY
Marketing and sales plan
5 Senses Spa and Wellness will be introducing new services which are already
planned for implementation. All the current and new products and services would
require considerable funding. Again, in order to succeed in the beauty industry, the
exposure and domain knowledge has to be strong. Products and services must be
made easily available to the general public.
To stay competitive, 5 Senses Spa and Wellness has to offer more than what the
customer expects. Besides offering a complete day spa experience, also offers
comfortable treatment rooms with the finest spa linens and equipment multi-fulfillment
services that no other spa and salon are doing and offering massage in a variety of
styles - traditional Massage, Hot Stone Massage, Balinese massage, traditional Thai
massage, foot massage, back and shoulder massage, Post natal massage and
others. We also offer facial and body treatments, like a body scrubs (tongkat Ali scrub,
coffee scrub, bunga raya scrub and etc) Body wraps for treatment.
Our spa is offering its customers a new avenue for resolving their personal chores.
Manicure and pedicure services are also provided. Beside that this spa has special
treatment called fish treatment where your skin surface will look healthier, fresher and
more brilliant. In fact, for location, we prefer being located near urban and elite area
because cost living. 5 Sense Spa and Wellness also have own range of product such
like skincare product and also spa product like massage oils and scrub for body and
face. 5 Senses Spa and Wellness also provides its services to the housewives at
home. Furthermore, this spa is bringing personal treatment, facilities and convenience
right to them at homes. 5 Senses has formulated a marketing strategy to increase brand
awareness and its market share as follows:-
Product and services
5 Senses Spa & Wellness offers traditional Spa treatment services like:
a) Malay treatment -Malay massage, foot massage, back and shoulder massage,
post natal massage. For body treatment –Body Scrubs, (Coffee Scrub, Tongkat
Ali Scrub, bunga raya scrub etc).Body Wraps (Ginger Kaffir Lime etc) and Post
natal treatment.
b) Balinese Treatment - Balinese massage, foot massage, back and shoulder,
head massage, deep pressure massage. Body treatment-Body scrubs (coffee
scrub, lulur, pandan scrub, coconut scrub). Body wraps (Balinese Boreh, Papaya
Candle nuts etc) .Traditional Balinese Facial.Hair cream bath, flower bath, herbal
steam infusion.
c) Thai Treatment - traditional Thai massage, Royal Thai massage, Thai herbal
compress, body scrubs and body wraps.
d) Fish Spa treatment.
e) 5 Sense Home Spa - wide range of products under the 5 senses Spa which are
unique, preservative-free, natural and most importantly they are all truly tropical
spa products
f) 5 Senses Spa Accessories - complete with range of accessories for home and
spa use. Complement your 5 senses spa products with accessories that are
lovingly hand crafted from premium and sustainable wood for long lasting usage.
5 senses spa accessories
Promotion
To be successful in the beauty industry, 5 Senses Spa and Wellness’ services must be
made known to the general public. Emphasis and focus on customer awareness is one
of 5 Senses Spa and Wellness priority exercises.
5 Senses Spa and Wellness have invested million in advertising and promotion to
create public awareness. Because of its extensive advertising and promotion, business
minded people are calling 5 Senses Spa and Wellness to sign up as its Dealers and
Kiosk Agents. Advertising and promotion will be an on-going exercise to stay
competitive.
Online Website - our spa will show up on every major search engine and in the phone
directory. The website will have a full menu of services and eventually have the ability to
schedule appointments on-line. The spa software we are using will allow a user to see
the schedule and make and appointment without making a phone call.
Spa marketing - Each month, millions of people perform online searches for cosmetics,
skin care products, and day spa services. Thousands originate from your local market. 5
Senses Spa and wellness use this method because:
• Improve our online visibility
• Increase website traffic
• Convert more visitors into customers
• Build customer loyalty
Distribution
When 5 Senses Spa and Wellness talks about convenience, it has to take into account
services easily available, if possible, everywhere. Besides opening 5 Senses Spa and
Wellness outlets nationwide, 5 Senses Spa and Wellness also offers Dealership and
Kiosk Agent programme and the Mentee programme with MARA. 5 Senses Spa and
Wellness opens its doors for anyone interested to becoming its Dealer or Agent in this
industry. In fact, a growing number of people have already signed up to be 5 Senses
Spa and Wellness Dealers and Agents. The numbers of Dealers and Agents are
expected to grow as more Malaysians see the potential in this business.
Place
The top three items which determine success in business are location, location,
location, and then a busy location at Shopping mall in a thriving residential community
represents our top marketing strategy. With the focusing on the sales, marketing and
management and delegating the massage and therapies to employees--business
profitability potential is exponentially maximized over a one or two person operation by
a direct care-giver without any marketing, management or sales background.
As the owner, 5 Senses Spa has done extensive market research and visited some of
the best spas in town – Serenity Spa, Tanamera Spa, Sendayu Tinggi Spa -- and has
taken ideas from the best to offer an upscale, ty, spa experience. Once a client
experiences the luxurious, high-end level of personalized care that we offer, we are
confident that we will have a return client.
PRICING STRATEGY
5 Senses Spa and Wellness price its products and services on the basis that they are
able to provide quality product and services at affordable prices. In satisfaction terms,
customers will end up satisfy and enjoyed the treatment and the best equipment from
using 5 Senses Spa and Wellness products and services.
5 Senses Spa and Wellness is a customer focused beauty
industry.
Services provided by 5 Senses Spa and Wellness are market
competitive in terms of pricing.
5 Senses Spa and Wellness pricing strategy is competitive due to
its strategy of sharing infrastructure capacities to reduce overall logistics cost.
5 Senses Spa and Wellness-The franchise and kiosk model
further promotes entrepreneurship by attracting & promoting the franchisee to
expand its business operations by signing various agreements around its geographic
locations and demographics as well.
It is already a market norm that customers will pay a premium for
quality and convenient products and services. 5 Senses Spa and Wellness price
itself on high quality service just like people going for exorbitantly high priced for a
cup of coffee at café while they can get it much cheaper at normal coffee shop.
As long as customers are satisfied with the products and service
and most importantly these services can save them time and money, 5 Senses Spa
and Wellness will flourish. 5 Senses Spa and Wellness is here to meet customer
needs for comfortable and variety products and services where customers can see
and enjoy the benefits to be derived from 5 Senses Spa and Wellness.
.
COMPETITIVE ADVANTAGE
Experienced and Professional Management Team
5 Senses have an experienced management team which consists of individuals
with relevant management and professional experience in various multi-national
corporations and large corporations. In addition, their management and professional
experience covers a wide spectrum of functions such as business development,
marketing and financial management. The length and scope of their experiences have
provided 5 Senses with a well-balanced management team.
Malaysian-owned brand name
5 Senses provides its local and international customers with a Malaysian brand name 5
“Senses Spa and Wellness”. For all products and services marketed by “5 Senses
Spa and Wellness”, will be the brand name used and it is the intention of the Company
to promote “5 Senses Spa and Wellness” as an international brand for all its products
and services both to Malaysians and even foreign tourists. This spa provides its local
and international customers with a Malaysian brand name “5 Senses Spa and
Wellness” to tourists.
Explanations about 5Sense.com
5 Sense Spa & Wellness owns a B2C website with the domain name 5Sense.com. The
website is not only as an avenue for us to have an online presence and advertising, but
also as a place for doing business transactions such as:
Online appointment booking
Customers can request appointments when they want, day or night.
The appointment scheduling software sends automatic appointment reminders.
Online scheduling increases traffic to website and helps to inform and educate
clients about our business.
Can control schedule and staffs.
Purchase our products for home-spa treatments
We produce our own natural, non chemical based home-spa treatment products such
as massage oils, natural coffee scrub, tongkat ali scrubs, facial scrubs and facial
scrubs. Apart from that, we also offer our clients relaxing spa music CD, scented
candles, and a few spa and natural treatment related books and video CD.
After sales services which includes beauty tips for members
We set up an after sales page where the clients can interact with our online
correspondent, which can help them if they have any enquiries. From time-to-time, we
will put up new articles on beauty and also some beauty tips & tricks.
The pages that we include into the website:
1. Index page
This is the first page that customers will see when they are directed to
www.5Sense.com. This page has a member log-in so that our loyal customers will
receive a special offer or promotions.
2. Legal & Conditions
To protect ourselves and also our customers from liabilities arising from the use of our
website, we included a page which tells the customers about the terms and conditions
and privacy policy for the members who log in into our website.
3. Product Range
As our source of revenue, we sell our range of home-spa products such as massage
oils, scrubs and spa accessories through this website. We include shopping carts to
assist purchases and offer payment method through online banking, credit card and
PayPal.
4. Reservation
For customers to book for our treatments online, we include a reservation page where
they can enter the details of how many of them coming, the type of treatment required,
the date and time of appointment, and also which therapist that they choose to get their
treatments from.
5. Our Values
As a special feature in the website, we share with the customers our values and
business culture, which include:
No animal testing for all our products
The use of all natural and chemical free ingredients
Our corporate social responsibility to support the poor farmers by using their
products as part of our ingredients
6. Contact Us
Strength of 5Sense.com
1. The
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