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