The Halmahera Eco-resort – Morotai.
Executive Summary
The Halmahera Eco-resort – Morotai will be the first fully integrated
dive resort in the Morotai Island Regency in North Maluku, Indonesia. This
dive resort will be built in three (3) phases, the first of which will be
completed in 2012. P.T.Halmahera Island
Resorts, a company duly incorporated in the Republic
of Indonesia, will be the management
company and developers of The Halmahera Eco-resort – Morotai.
The owners
of P.T.Halmahera Island Resorts have
many years of managing and operating resorts, hotels and diving ventures, both
in Indonesia,
and other countries.
The company P.T.Halmahera Island Resorts has newly
acquired a 30 year, renewable lease, for the Island of Pulau Loleba Besar, consisting of 1.448.000 square meters or 144.8 hectares. The geographic location
of the island of Pulau Loleba Besar
can be seen on Google Earth 
with the co-ordinates 2°8'1.24"N & 128°13'36"E
with the co-ordinates 2°8'1.24"N & 128°13'36"E
The Halmahera
Eco-resort – Morotai
will consist of 10 well appointed sunset’s facing Beach Villas, 1 dive center,
1 Restaurant and 1 bar. The second and third phases of the development will see
the addition of 10 additional Beach Villas and a Spa, and 10 Beach Villas
respectively, and will be funded purely through profits gained during the
operation of the resort, at a pace that is both economically and timeframe
viable, based on operating results. i.e. expansion plans will be financed from
profits
The goal is
to provide a unique resort and diving experience for both international and
local tourists who want to explore the untouched and pristine waters in these
very historical and marine life rich waters, as well as providing much needed
employment to the surrounding local population.
1.1 Objectives
P.T.Halmahera Island Resorts and its management has identified the
need of a unique eco-friendly dive resort in the Morotai area, and with
Morotai’s proximity to Manado and Ternate, the resort will be easily accessible
and will generate good revenues through its operations. To become a leader in eco-tourism and diving in the
area and create new unique dive locations that will become the ‘must dive’
destinations for international divers and eco-tourists. Also we intend to:
·
Capitalize
on excellent location opportunity where there are currently no competitors.
·
Maintain
tight control of costs, operations and cash flow through diligent management
·
Provide
unique customer experience and create satisfied customers.
1.2 Mission
P.T
Halmahera Island Resorts has the intention of establishing eco-friendly and sustainable tourism
activities in North Maluku Province
in Indonesia,
with the aim of promoting environmental and socio-economic responsible business
management practices, through education, social development and local community
involvement.
P.T
Halmahera Island Resorts will become the leading resort operator in North Maluku, expanding to
other areas in Halmahera, by utilizing local
manpower and materials to help empower the local communities as well as a role
model for others to follow.
1.3 Keys to Success
The keys to
success in achieving our goals are:
·
Highest quality
of service delivery through training and pre-opening on the job training for
key personnel.
·
Managing
finances to increase profit by reducing operating costs and using innovative
environmentally protective products.
·
Highly
professional and experienced management team.
·
Creating
a unique diving & eco-tourism experience for our guests. Increasing the
number of repeated guests.
·
Targeted
Marketing through various advertising channels. Limited but selective
entry due to uniqueness of facility and resort’s surrounding areas.
·
Securing
partial financing and achieving forecasted return on investments (R.O.I)
·
Maintaining
and growing its referral networks to generate new and repeat sales.
·
Improving
efficiencies of operations through modern management strategies and
technologies.
·
Price
competitive service offerings making The Halmahera Eco-resort – Morotai a truly
unique dive destination and resort.
Company Summary
Halmahera Eco-resort Morotai will be owned and operated by P.T Halmahera Island
Resorts. The resort will be funded through equity financing. The resort
will be managed by the owners creating a professional management team to
increase sales revenue and improve the rate of return from investment.
2.1 Start-up Summary
The parent
company P.T Halmahera Island Resorts is currently seeking equity
financing to finance the completion of the new resort facility. Most of the
expenses will be used for constructing the resort facility, and heavy duty
equipment such as generators, dive center equipment, furniture, fixtures and
operating equipments and the like.
2.2 Company
Ownership
The company P.T
Halmahera Island Resorts is jointly owned by its founder and one outside
investor and his wife. The founders have over forty five (45) years of joint experience
in the entertainment, dive resort, hotel, and restaurant industries, both
internationally and in Indonesia.
They will retain 55% ownership of
the venture and serve as the management of the resort for the first five years.
They are offering 49% equity
ownership for the remaining of investment necessary to complete the first phase
of the project. Every United States
Dollars Six Thousand Five Hundred (US$ 6.300) of investment will buy 1% equity ownership. Ideally, 2
investors would make up the bulk of the 45% equity funding. They will start
receiving dividends in the third year, and would be eligible in the fifth year
to opt for a buy-out option of their shares by the founders of the company, or
to continue their investment in accordance to approved expansion plans of the
company. Details of the investment offerings and the various participation
schemes are found in the following Financial Plan of this proposal.
Services
Initially The Halmahera
Eco-resort Morotai will have the following facilities:
Phase 1 (completed by mid-end 2012)
·
10
individually-themed sunset facing beach villas, luxuriously appointed to
international boutique standards, each with individual ‘private’ beaches
·
An
International Dive Center,
fully equipped with all the necessities for a world class diving resort,
affiliated with international diving associations and diving accreditation
organizations.
·
1
Themed Restaurant seating 40 persons.
·
1
Bar/Lounge with a seating capacity of 40 persons.
·
1
Fresh Water Swimming Pool, used for guest’s recreation or for dive courses.
·
A
30 meter long Jetty for berthing vessels and boats
. Market Analysis Summary
The Halmahera Eco-resort Morotai will target a
wide variety of divers as their target market. The unique facility with the
professionally managed diving center will offer visiting tourists,the best in a
variety of diving disciplines and dive sites.
4.1 Market Analysis
The Halmahera
Eco-resort Morotai which will be located in the Morotai Regency of North
Maluku province of Indonesia, which has fantastic dive sites and locations
with-in easy access of the resort. These unique dive sites can be easily marketed
through targeted advertising. The sport
of diving in Indonesia
is relatively in its infancy, with diving centers in operation for a little
over 10 years. Many popular dive locations have already been damaged due to
encroachment by man, while new locations are constantly being explored and
sought by diving aficionados. There are still many areas in Indonesia in which
no one has ever dived before ... such as in Morotai, opening up the
possibilities of new discoveries of pristine diving conditions and the sighting
of unique marine species. Please look at the following web links to get a much
clearer picture of the location and its potential:
”over
an area of 24,500 km2. Halmahera is located in the Coral Triangle,
the area with the richest marine life in the planet.”
This comment has been made by highly respected marine
biologists and conservationists after their visit to Halmahera
recently
4.2 Market
Segmentation
The target
market can be separated (but not confined to) into the following six
categories:
Seasoned Travelled Divers: Most of this target market will be
male and female couples, who will be interested in exploring new dive sites and
locations during their travels.
Young Diving Professionals: The second category of target
market is young diving professionals in and around our area
between 25 and 40 who have enough money to spend on quality resorts and
travel.
Married Couples (Divers &
Non-Divers) : People
who are married and between the ages of 30 to 50, who have either one or two
kids or don't have any kids are targeted for this segment. These middle aged
people have sound financial income and will be interested in spending their
annual leave travelling to new dive locations, and new destinations ‘off the
beaten track’.
Tourists/Vacationers: Tourists from Indonesia and
also for the international tourists. This category of people will be interested
in getting a unique & dive resort experience
by spending more money. This category of guests can be easily attracted to the
facility by creating vacation packages with various airline agencies and local
tourist help brokers. The age category can range between 25 – 40.
Dive Tour Operators: This segment has a very wide and
broad range of different nationalities, but initially will consist of the 7 to
Dive Tour Operators from Germany,
Italy, France, USA,
Singapore, Japan and other
countries, that specifically cater to dive travelers.
Eco Tourism Tour Operators: This segment caters to the ever
growing Eco-Tourists who would want to enjoy the possibility of un-explored
habitats, both marine and lad based, nature trekkers, bird watchers and
environmentally conscious and aware travelers. This age group would be in the
late 30’s to the 50’s.
4.3 Target Market
Segment Strategy
The market
is segmented based on the age and lifestyle category of each group. Market is
also segmented into various categories for targeting different types of
promotions and advertisements suitable for each target market segment.
Seasoned Travelled Divers: This segmentation is targeted for experienced
and seasoned divers in the age range between 35 to 60. They are more interested
in serious diving, photography, marine life and conservation and will find
value in the variety of dive sites and marine life, rather than the décor
and ambience of the rooms and other facilities.
Young Diving Professionals:This segmentation is targeted for
young professionals between
the ages of 25 and 40. These business professionals will be
interested in conducting diving, light entertainment and other social activities.
Compared to all other segments, this segment has more potential to spend money
in other non-dive activities. This segment of the market can be attracted with
corporate promotions and targeted corporate tie-ups for promotional introduction
to the Halmahera Eco-resort – Morotai
Married Couples (Divers &
Non-Divers) : This segmentation
is for people in the age group of 30 to 40 who are married and are
interested in having fun. This group enjoys relaxed diving, snorkeling and
relaxation on beaches and remote locations. Honeymooners are also in this
category.
Tourists/Vacationers: This market targets people who visit this
area from other parts of Indonesia (either as a first or last stop in
Indonesia) both local as well as from other countries. This market is
constantly looking for better and new locations and places and will be ready to
spend more time and money for these unique experiences. The age group for this
target market can vary between 20 to 40 years. Most of the tourists will be
interested in all types of activities since they will get various experiences
by participating in the resort’s various activities and off-island tours. This
target market can be attracted by selective ad promotion through travel
agencies. Tourists can also be attracted through big billboard ads placed
near or in local airports and hotels with promotional package
advertisements.
Dive Tour Operators: This segment of the market will be
individually approached with very attractive ‘introductory’ offers and even
‘country specific Master Whole-Sale Agreements’. They will also be targeted
through participations at Diving Specific Trade Exhibitions, regionally as well
as internationally.
Eco Tourism Tour Operators: These target specific tour operators
will also be approached using the similar methods as the Dive Tour Operators.
Also, Non-Governmental Organizations (NGO’s) who are driving Eco-Awareness
projects in the region, will be targeted to help the resort gain acclaim and
notice through their network and contacts.
4.4 Dive Resort
& Resort Business Analysis
P.T
Halmahera Island Resorts is in the dive resort and resort industry, along with other specialty hospitality
and sports P.T Halmahera Island Resorts businesses. This industry grows
tremendously every year, making very good profits for businesses.
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