Business Plan: Sand Ski Park: 1) Executive Summary

Business Plan: Sand Ski Park
1)Executive Summary
United Arab Emirates is beautiful environment with desert environment. There are
emirates having less access to desert areas with entertainment and leisure facilities
for people. The reason is that most of the areas are living and shopping places and
due to this desert is less or usually far. The tourists, visitors and family members are
interested in sand entertainment facilities.
Sand Ski Park will save time and effort for planning and making trips to far desert
places and purchasing necessary needs searching and location from different
shopping centres. The opportunity identification is by questionnaire survey where
there is contribution of 10 family members. There should be venue with all
entertainment equipments and facilities, which will serve the purpose of Sand Ski
Park.
The amount of investment will be AED 1 million and from it, AED 700000 will be in
actual investment. The remaining of 30%, which is AED 300000 kept as reserve to
bring improvements and developments when there is slow down in business or
sales. The reserve amount is to assure customer satisfaction.
The mission is to create unique tourism entertainment that satisfies quality of
experience. The management includes professional people in marketing, sales,
accounts, facilities, human resources and administration. The customers are visitors,
tourists and family members or individuals.
Noora Al Shehhi, miss.projects@gmail.com | Page 1 of 15

2)Introduction
I) Background
Sand Ski Park is unique and entertaining opportunity and it will boost tourism
industry in Dubai, United Arab Emirates. Moreover, it will create and attract new
competitors to open or to introduce and to establish similar business. The services
are not limited and there will be improvement and development each year by Sand
Ski Park. The main purpose is to make sure customers are loyal and they are
experiencing good and enjoyable time. The profit margin is high due to minimum
costs and expenses financial plan during Sand Ski Park startup.
II) Purpose
The purpose of project is to create new and unique business idea that does not exist
in Dubai’s tourism industry as a part of entrepreneur business planning.
III) Objectives
 To develop new tourism business idea that is unique in the economy of Dubai.
 To startup and introduce business with aggressive planning for assured sales
and profit.

3)Plan Description
I) Business Activities of Sand Ski Park
Sand Ski Park will be Desert Park with activities that family members can enjoy
entertainment and fun. The business activity is solely for entertainment of fun lovers
in desert area with air-condition and cold environment creating comfortable and fulfil
location.
The business activities not limited and Sand Ski Park will introduce new business
activities whenever potential customer interest and profit realized. There are
possibilities for new business activities in first three years and later.
The business activities will be:
 Renting equipments
 Selling lunch, dinner and snacks
 Providing membership packages with discount on all activities
 Playing areas for:
o Sand skiing
o Sand boarding
 Renting camel trek
 Renting motorbikes
 Renting camps and overstay locations

II) Business Status
There is in need of more travel and tourism businesses in the economy of Dubai.
The travel and tourism marketing is seeking for more business opportunities to
support the demand of tourists and visitors including local people. The reason that
Sand Ski Park selected is because it is unique and Dubai is now mostly developed
areas where there is less view of desert location. The business opportunity
identification is by conducting questionnaire and interview with people on visit and
family members.
 Sand Ski Park opportunity
There is no sand skiing and other entertainment activities provided within Dubai.
Moreover, it will be unique and leader in travel and tourism industry or market. It is
also true that tourism industry market share is big and not small where there are
other entertainment activities and fun location areas. The plan is to obtain 70% of
customers from Dubai and 80% customers from other emirates.
III) External Market Conditions, Competition and Market Positioning
 Sand Ski Park / Tourism business
The external market is tourism business industry and it is leisure and entertainment
where there will be sand skiing, food court, camel trek & sand boarding with other
activities. The structure of Sand Ski Park is customer to management structure.

IV) Attracting customers
The means of attracting customers are by marketing and advertising to adults and
children either they are visitors, individuals or with family members. The expectation
is customers will join us with family members and friends, which is good means to
obtain group of customers. In addition, it will be around 60-90 customers daily and
Sand Ski Park investment should be able to occupy this group. The services and
products will be from renting to selling of all facilities locker, parking, etc, for
customers, offering, and packages for loyal customers.
V) Core objectives
The core objectives division is into four sections and they are:
 In financial objectives, it is to create profit of AED 250000.
 In strategic objectives, it is to obtain customers from Dubai 70% and other
emirates 80% overall.
 In operational objectives, it is to satisfy customers 80%.
 In marketing objectives, it is to increase awareness of Sand Ski Park 100% in the
UAE and 20% internationally.
VI) Strategy for Objectives
 To minimize costs and expenses, this will enable creation of high profit.
 To create sales or targets, and this is in order to reach intended percentage of
customers.

 To assure quality or satisfaction and this is to differentiate from regular
entertainment and activities.
 To create marketing activities and this is support sales and profit generation.
Objective Investment Achievement Responsibility

1) AED 50000 20% Sales
2) AED 50000 70-80% Management, Marketing and Sales
3) AED 50000 80% Management, Marketing and Sales,
Quality Management
4) AED 100000 20-100% Marketing and Sales
VII) Risks and opportunities
SWOT Analysis Statement

Strengths  Unique in the market
 Aggressive tourism industry of Dubai
 Low capital start-up
 High profit margin and amount
 Quality assurance
 Price satisfaction
 Services and facilities satisfaction
 Leader in local market

Weaknesses  30% finance required from bank
 No reserve without finance

Opportunitie  Partnership
s  Supplier cooperation permanent or temporary
 Inside business for food or equipment suppliers

Threats  Competitor entrant before opening

 Supplier conditions and long-term commitment
VIII) Limiting risks, developing strengths, improving weaknesses and exploiting
opportunities
SWOT Analysis Statement

Strengths  Introducing new products and services within one year to remain
unique in tourism market
 Assuring that tourism industry is aggressive and establishing
other businesses to support tourism and travel
 Obtaining reserve amount and 30% of capital finance
 Maintaining high profit without increasing price and offering
offers and discounts for loyal customers
 Developing quality standards and obtaining ISO certification
 Maintaining same level of low price and avoiding increasing of
price by cutting costs and not cutting quality
 Providing a wide range of facilities and services upon demand
and need
 Remaining leader in the market with continuous improvement
and lasting in the tourism market

Weaknesses  30% finance required from bank
 No reserve without finance

Opportunitie  Partnership
s  Supplier cooperation permanent or temporary
 Inside business for food or equipment suppliers

Threats  Competitor entrant before opening
 Supplier conditions and long-term commitment

IX) Financial costs and expenses
 Costs and expenses
The costs are salaries of employees, it is AED 55000 per month, and this will include
administrative, sales and frontline staff members. The location rental as a start-up
venue for Sand Ski Park will be AED 200000. The food court design and
arrangements will be AED 50000. The facilities support and design will be AED
180000. It is very important that there is professional reception with enough staff
members to entertain, receive and communicate with customers and the investment
will be AED 20000.
There should be washrooms and prayer rooms and cost will be AED 20000 for
design and requirements. Moreover, the people might need lockers to keep their
stuff internally while they are playing or enjoying being in Sand Ski Park and
investment will be AED 50000. The needs and fulfilment of equipments will be AED
25000. There will be need of equipment when customers will be playing and they
can buy or take it as rent and investment will be AED 25000.
 Sand Ski Park Affording
The investment amount along with reserve is AED 1 million and expected to spend
or to make investment in Sand Ski Park start-up is AED 700000. There is no reserve
amount and this might be in need for bringing improvements and boosting business
when there is turnover or slowdown in business and it will be natural. This

investment is necessary because during the start-up there is expectation for 100
customers on alternate days and more on weekends.
X) Financial Plans
The financial plan is a projection plan as per the period and details specification
below:
Item Startup Cost

Venue AED 200,000
Food court AED 50,000
Facilities AED 180,000
Reception AED 20,000
Washrooms AED 25,000
Lockers AED 50,000
Monthly expense AED 55,000
Equipments AED 25,000
TOTAL AED 605,000
Item Usual Cost Quarter Annual

Maintenance & cleaning AED 50,000 AED 150,000 AED 600,000
New equipments AED 25,000 AED 75,000 AED 300,000
Salaries AED 55,000 AED 165,000 AED 660,000
Marketing/Sales/Incentive AED 100,000 AED 300,000 AED 1,200,000
s
Electricity/Water AED 15,000 AED 45,000 AED 180,000
Rent AED 200,000 AED 600,000 AED 2,400,000
TOTAL AED 445,000 AED 1,335,000 AED 5,340,000
The profit determination is as per 100 customers on daily basis:
Item Profit Monthly Quarterly Annually

Renting AED 1,500 AED 45,000 AED 135,000 AED 540,000
equipments
Selling AED 10,000 AED 300,000 AED 900,000 AED 3,600,000

lunch,
dinner and
snacks
Membership AED 7,200 AED 216,000 AED 648,000 AED 2,592,000
Sand skiing AED 3,500 AED 105,000 AED 315,000 AED 1,260,000
Sand AED 3,500 AED 105,000 AED 315,000 AED 1,260,000
boarding
Renting AED 5,000 AED 150,000 AED 450,000 AED 1,800,000
camel trek
Renting AED 2,500 AED 75,000 AED 225,000 AED 900,000
motorbikes
Renting AED 10,000 AED 300,000 AED 900,000 AED 3,600,000
camps and
overstay
locations
TOTAL AED 43,200 AED 1,296,000 AED 3,888,000 AED 15,552,000
Therefore, according to deduction of start-up and regular costs from projected profit,
the annual profit will be AED 9,607,000 when there are 100 customers on daily basis
and using Sand Ski Park complete services, products and offerings.

4)RECOMMENDATION
The recommendation is that Sand Ski Park will maintain a part of their capital and
the investment of this part will be when there is need for introducing new services
due to high demand. There are possibilities that customers will demand new services
and entertainment opportunities within six months.
The recommendation for marketing and sales is to target total 150 customers so
Sand Ski Park will be able to obtain at least 100 customers on daily basis. This will
ensure projected sales and profit obtainment as per determination and projection in
financial planning of profit and loss and this included startup costs.

5)CONCLUSION
Sand Ski Park will be leader in the tourism industry due to its variety of services that
assures quality and satisfaction of customers in terms of facilities and pricing. The
main aim of Sand Ski Park is to provide good and unforgettable experience so the
customers will become loyal and they will refer their family and friends. The start up
and usual cost is kept low and most of the services and products obtainment will be
from suppliers and partners on an agreed mutual benefits such as motorbikes.
Sand Ski Park will require fewer expenses in facilities but there will be more
expenses in marketing and sales activities. The number of customers target is
realistic and profit is also realistic and it is possible only by the means of aggressive
marketing and sales scheme that should be effective and on target basis to create
appropriate awareness in the market locally or internationally.

6)Resources Reading
 http://www.smallbusinessbc.ca/pdf/businessplanning.pdf
 http://inventors.about.com/od/entrepreneur/a/FinancialManage_2.htm
 http://www.smallbusinesspro.co.uk/start-business/business-plan-
template.html
 http://www.businessplans.org/topicA1.html
 http://www.ecell.in/resources/Getting.Started/Business.Planning/Formulating.
Business.Plan/A_Business_Plan_for_a_Startup_Business.....very_good.pdf
 http://sbinfocanada.about.com/od/businessplans/a/execsummary.htm
 http://www.itsalaska.org/docs/itsalaska_business%20plan%20draft_july
%202008.pdf
 http://www.zululandchamber.co.za/docs/Business%20Plan%20for%20Startup
%20Business%20Template.pdf
 http://www.beaconfunding.com/Generic_PDFs/bfc_startupplan.pdf
 https://www.boh.com/smbus/pdfs/business_plan.pdf
 http://www.nationalbank.co.nz/business/banking/information/guides/wSG036e
HowToWriteASimpleBusinessPlan.pdf

 http://www.wellho.net/share/strategy.html
 http://www.enzt.co.nz/~yesWeb/documents/BusinessPlanTemplate.pdf
7)Appendix:
Sand Ski Park Market Analysis Questionnaire
Statement Agree Neutral Disagree

1) I love desert entertainment and fun.   
2) It will be great to have Sand Ski Park.   
3) The pricing really matters.   
4) There should be appropriate and enough
  
facilities and equipments.
5) It will be great to have food court.   
Thank you for participation!

Contact Miss Project
Noora Al Shehhi
United Arab Emirates
Business email: miss.projects@gmail.com
Personal email: snowite19@hotmail.com
Website: http://snowite19.spaces.live.com
My Services in English: Project, Assignment, Essay /
Homework, Graduation Project, PHD Proposal, Dissertation /
Research, Presentation, Translation (Arabic - English), Training
Material / Courseware, CV Writing & Editing, CV Distribution
within UAE, e-Books, TOEFL iBT registration, Proofreading,
Rewriting, TURNITIN checking, etc. Thanks!

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Business Plan: Sand Ski Park

interested in sand entertainment facilities.

shopping centres. The opportunity identification is by questionnaire survey where

there is contribution of 10 family members. There should be venue with all

bring improvements and developments when there is slow down in business or

sales. The reserve amount is to assure customer satisfaction.

The mission is to create unique tourism entertainment that satisfies quality of

experience. The management includes professional people in marketing, sales,

tourists and family members or individuals.

Noora Al Shehhi, miss.projects@gmail.com | Page 1 of 15

competitors to open or to introduce and to establish similar business. The services

in Dubai’s tourism industry as a part of entrepreneur business planning.

Noora Al Shehhi, miss.projects@gmail.com | Page 2 of 15

I) Business Activities of Sand Ski Park

The business activities will be:

 Selling lunch, dinner and snacks

 Providing membership packages with discount on all activities

 Playing areas for:

 Renting camel trek

 Renting camps and overstay locations

Noora Al Shehhi, miss.projects@gmail.com | Page 3 of 15

II) Business Status

identification is by conducting questionnaire and interview with people on visit and

 Sand Ski Park opportunity

customers from Dubai and 80% customers from other emirates.

III) External Market Conditions, Competition and Market Positioning

 Sand Ski Park / Tourism business

activities. The structure of Sand Ski Park is customer to management structure.

Noora Al Shehhi, miss.projects@gmail.com | Page 4 of 15

IV) Attracting customers

customers, offering, and packages for loyal customers.

 In financial objectives, it is to create profit of AED 250000.

 In strategic objectives, it is to obtain customers from Dubai 70% and other

emirates 80% overall.

 In operational objectives, it is to satisfy customers 80%.

 In marketing objectives, it is to increase awareness of Sand Ski Park 100% in the

UAE and 20% internationally.

VI) Strategy for Objectives

 To create sales or targets, and this is in order to reach intended percentage of

Noora Al Shehhi, miss.projects@gmail.com | Page 5 of 15

entertainment and activities.

Objective Investment Achievement Responsibility

VII) Risks and opportunities

SWOT Analysis Statement

 Aggressive tourism industry of Dubai

 Low capital start-up

 High profit margin and amount

 Services and facilities satisfaction

 Leader in local market

 No reserve without finance

s  Supplier cooperation permanent or temporary

 Inside business for food or equipment suppliers

Noora Al Shehhi, miss.projects@gmail.com | Page 6 of 15

VIII) Limiting risks, developing strengths, improving weaknesses and exploiting

SWOT Analysis Statement

unique in tourism market

 Assuring that tourism industry is aggressive and establishing

other businesses to support tourism and travel

 Obtaining reserve amount and 30% of capital finance

 Maintaining high profit without increasing price and offering

offers and discounts for loyal customers

 Developing quality standards and obtaining ISO certification