La Femme BUSINESS

PLAN

Prepared by:

Maria Gabriela Brett

1111 BRICKELL AVE

Brickell, Florida 33131
(927) 771-9371 Bookings@lafemme.com

https://lafemmecorp.weebly.com/
I. EXECUTIVE SUMMARY

La Femme (referred to from hereon in as the "Company") was established as a C-corporation at 1111
BRICKELL AVE, Brickell, Florida 33131 with the expectation of rapid expansion in the tourism and
hospitality industry. The Company solicits financial backing in order to be able to introduce its new
service (described below).

Business Description
The Company was formed on as C-corporation – as an Umbrella company - under Florida state laws and
headed by Maria Gabriela Brett.

The Company currently employs 10 full-time employees and 10 part-time employees.

Management Team
The Company has assembled an experienced management team:
CFO - Christina Hoyes, responsible for the planning, implementation, managing and running of all the
finance activities of a company, including business planning, budgeting, forecasting and negotiations.
COO - Joann Madriz, oversees company's business operations and reports to the CEO. Our COO ensures
the company has effective operational and financial procedures in place.
Director of Marketing - Joseph Farinas, responsible for providing direction, guidance and leadership to a
marketing department. They typically manage marketing of a business, organization, particular product
or group of products.
CTO - Matthew O'Connor, makes all executive decisions with regards to the technological interests of a
company. They are responsible for outlining the company's technological vision, implementing
technology strategies, and ensuring that the technological resources are aligned with the company's
business needs.
Head of HR - Kaitlyn Hilfiger, overseers of the human resources department and insurers of the functions
and tasks being carried out by the HR team.

Business Mission
To provide the best experience with the right combination of fun and relaxing so people can gather and
enjoy one of the greatest city in the world.

Statement of Company Ethics

Employees should act with integrity, comply with laws, maintain a professional work environment and
comply with company policies. They should treat customers, colleagues, and partners ethically at all
times.
A company's reputation depends on the actions and integrity of its employees. It is essential that they
avoid relationships and activities that hurt, or appears to hurt, their ability to make objective and fair
decisions.
Employees should always act to protect company assets, including physical, intellectual, and electronic
or digital properties. Employees are expected to be regular and punctual in attendance. This means
being in the office, ready to work, at starting time each day. Absenteeism and tardiness burden other
employees and the company. Employees who are unable to work due to illness or an accident should
notify their supervisor. This allows the company to arrange for coverage of their duties and helps others
continue to work in their absence. A professional appearance is important when employees work with
customers or potential customers. Employees should be well groomed and dressed appropriately for
the business and for their position.
A company's integrity is essential for maintaining trustworthiness and reputation. Employees should
always do their work fairly, honestly, and legally.
This company is committed to providing a work environment free of discrimination and unlawful
harassment. Actions, words, jokes, or comments based on an individual’s sex, race, ethnicity, age,
religion, or any other legally protected characteristic are not tolerated.

New Service
The Company is prepared to introduce the following service to the market:
Hospitality Experience: It will create a full 360 environment in the hospitality industry. Including bellow
the umbrella different types of services such as: Lodging Experience: Allow to give the customers a good
hotel experience.
Transportation Services: to give the customers the opportunity to know more South Florida.
Food and Beverage: Restaurants and bars for customers to have fun.
Attractions: different location packages for their travel to be complete and fun.

Funding Request
The Company requests a total loan of $20,000,000.00 in exchange for 33.33% equity ownership in the
Company. The funding proceeds will be used for the following purposes:

The funding will help us purchase already established companies to fulfill the structure and the purpose
of La Femme. These companies exists already, so it help the corporation provide a quality varied product
to the customers that request one of our services, or the four of them at the same time.

Purpose Loan Amount

Marketing $1,000,000.00
Staffing $2,000,000.00
Restorations $5,000,000.00

We expect to break-even within a time period following the introduction of our service.
II. BUSINESS SUMMARY

Industry Overview
In the United States, the tourism and hospitality industry presently makes $18 billion dollars in sales.

More than 15.6 million hotel room nights were booked across Miami and Miami Beach, a 1.5% increase
from 2017.
Florida residents contributed $2 billion to the total $18 billion tourism economic impact.
Port of Miami had 6 million cruise passengers in 2018, 12.5% more than 2017.
Nearly two-thirds of Miami's 16.5 million overnight visitors arrived in the city by air, emphasizing MIA's
importance to the tourism industry.
Miami's hospitality industry employed a record 142,100 people in 2018.

Research shows that consumers in this industry primarily focus on the following factors when making
purchasing decisions:
- Location
- Activities
- Needs
- Consumption in the area

Business Goals and Objectives

Short Term:
Continue to strive in services adapted to the 'new normal', contactless services, electric cars as
transportation, and food delivery.
Good promotions and packages in the hotels.

Long Term:
La Femme Corporation announced that the company's plan was to double their number of hotels and
restaurants in different states the next five years.
The U.S market currently offers the highest demand for lodging and with establishments in the majority
of the gateway cities; La Femme feels it is favorably positioned to take advantage of this opportunity.

Legal Issues
The Company affirms that its promoters have acquired all legally required trademarks and patents.

III. MARKETING SUMMARY

Target Markets
The Company's major target markets are as follows:
Every person that comes to Miami, local or tourist, and wants to enjoy a good short vacation and wants
to have all the services in just one location or place to choose from.

The estimated number of potential clients within the Company's geographic scope is approximately
$23.30 million tourists in a year (South Florida).

Market Needs
La Femme Corp offers value and benefits to our clients, over and above the standard of our facilities and
affordable rates. We seek to provide our guests with an exemplary personal service, and level of
recognition that they have come to rely upon. We provide our guest with a luxurious, relaxed
environment within which to conduct their business.

An environment which they cannot find at our larger, more impersonal competitors. Our guests need to
know that they can develop a relationship with us and our partners that will ensure efficiency, value for
their money and reliability in supplying them with the support they need, when they need it. The
company operates in a city with a very strong sense of inclusion, and we want to stay an integral part of
that community.

Market Research
Our key clients are local and international tourists worldwide. The strategic location of the property is
key to its success in these areas due to the proximity of different continents that will allow easy arrival,
Miami, FL, USA. We offer our guests the most up-to-date technical business facilities, both inside the in
the hotels, as well as the other services we offer.

Our guests feel that they can conduct their vacations from within a less austere atmosphere than can be
experienced in our competitive properties, where there is less personal recognition. They appreciate
being called by name when they arrive, and having staff remember their specific requirements, time and
again. This is key in developing the relationship beyond an initial stay and evidences our added value in
relation to competitive similar companies in the vicinity.

Promotional Strategy
The Company will promote sales using the following methods:
Web page, Instagram sponsored posts, Facebook clicking campaigns. Google Ads.
Working with influencers that have followers worldwide, making interesting promotions.

SWOT Analysis
Strengths
- Promote and continue to increase tourism in Miami
- Affordable prices
- Local job offerings
- Promote local talent
- All services in one place
- Brand Loyalty
- Quality products

Weaknesses
- New in the market
- Short reach of customers
- Brand Awareness
- Marketing Reach dependable to promote the company and services.

Opportunities
- Become the biggest entertainment provider in Miami
- Create a sense of trust in possible new service suppliers- Expand to other states of the country -
Expand our target market to local tourists.

Threats
- Low receptiveness among customers
- Increase on competition from new entrants
- Low tourists in the area due to COVID19 restrictions and travel bans
- Slowing economic growth in USA

Competition
In the tourism and hospitality industry, customers make choices based upon – location:
- Activities
- needs
- Consumption in the area
- Shopping

The level of competition is the industry in Miami depends fully on Tourism / Hospitality. So there is a lot
of local and renowned competition, that tourists will prefer going directly to them, instead of trying the
service.
It is a highly competitive industry.

Market Growth
The growth rate of the target markets has been steady over the past five years. The travel trade sector
has grown at an average of 7.1%, the automotive sector at an average of 9.5% and the IT industry at 8%.

Recent world events have caused a reduction in the growth rate, but current trends indicate a return to
projected growth figures within the next nine to 12 (twelve) months. Once re-stabilized, growth is
anticipated to continue at a steady pace in line with the expansions in the region's IT activities, and the
annual program of travel trade events taking place.
Services
First-rate service is intended to be the focus of the Company and a cornerstone of the brand's success.
All clients will receive conscientious, one-on-one, timely service in all capacities, be they transactions,
conflicts or complaints. This is expected to create a loyal brand following and return business.

Marketing Objectives
 To continue to communicate our strategic objectives to our target markets effectively.
 To provide a positive experience to all our guests.
 To accomplish our growth targets within the given time and budget.
 Expand our markets and identify new markets for our product and services.

Target Market Strategy

Our primary targets continue to be vacation guests from all over the world, especially tourists that seek
for the sun and weather of South Florida all year long and the comfortable location of the hotels and all
the needed experiences to make it fun and relaxing.

Advertising
The following table shows our primary advertising milestones.

Advertising Milestones

       

Advertising Budget Manager Department

Contract media space $100,000 Joseph F Marketing

Ad agency liaison on print ad material $50,000 Joseph F Marketing

Dispatch/monitor campaign results $15,000 Joseph F Marketing

Total Advertising Budget $165,000    

Direct Marketing
Our direct marketing will be handled directly by our Marketing Department. We will buy select targeted
list of corporate companies, to create associations for them to work us, and be recognized in all the
Miami Area, to send them information about La Femme Corp. We have important team members in the
Marketing department knowledgeable enough to handle direct marketing campaigns.

Direct Marketing Milestones

       

Direct Marketing Budget Responsible Department

Direct mail lists to purchase/prepare $20,000 Juan Marketing

 Liaison on direct mail material $30,000 Juan Marketing

Total Direct Marketing Budget $50,000    

Development Requirements

To attain the level of interactivity we want in our webpage, we need to increase the features allowed
(security for reservations and credit-card processing, daily back-ups, and real-time database linking) and
service-level of our hosting service. This will slightly increase our monthly hosting fee.

The marketing team has contracted with a database developer to update our reservations system to be
compatible with the online reservation requirements.

Pay-Per-Click ROAS

Leads Cost-
Monthly Monthly ROA
Network Clicks Generate Orders per- Cost-per-lead
Cost Revenue S
d click

Google $3,000 600 75 10 $5,000 167% $5.00 $40.00

Yahoo! $2,000 300 40 5 $4,000 200% $6.67 $50.00

Other $500 100 30 3 $1,500 300% $5.00 $16.67

Total $5500 1000 145 18 $10500 222% $5.56 $35.56

Public Relations
The following table shows our primary PR milestones.

PR Milestones

       

PR Budget Responsible Department

Public relations functions to schedule $20,000 Anne Marketing /PR

Evaluate sponsorship requests $15,000 Anne Marketing /PR

Establish list of sponsorship

$35,000 Anne Marketing /PR
events/companies

Total PR Budget $70,000    

Placing stories through press releases, columns and providing the right resources to properly engage
with the media will have a superb return on investment.
Partnerships
Tourism and hospitality are industries that require a wide range of expertise and interests from
hoteliers. Knowledge of new local activities, food-and-beverage trends and evolving technology are
examples that barely scratch the surface, especially with today’s changing landscape of traveler
preferences. The company is working tirelessly on obtaining interesting partnerships that will increase
our options, not only in the sectors we offer, but inside the hotels and transportation. The partners will
be associated with:
1. Food and Beverage: Partner with a health food store or additional restaurants that features
healthy choices for amenities or special occasions. For example: The Fresh Market and Love Live
Café
2. Sustainability: making the amenities and working on going green in all our locations.
3. Travelling Agencies / Airlines: partner with airlines such as JetBlue and Spirit (local), Avianca, Air
Europe (international) to have interesting packages of our promotions and different options for
all the travelers that are looking for options in Miami. Not only will the partnership show directly
in the company’s web page, but also in the airlines’ web pages.

IV. FINANCIAL PLAN

12-Month Profit and Loss Projection

Monthly expense for salaries and overhead (projected): $150,000.0

0
Revenue and sales for upcoming year of business (projected): $854,000.0
0
Gross profit for upcoming year of business (projected): $13,580.0
0