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BY : RICKY THEODORES JUNE 2013 RONALD TICOALU
Hotel Development PlanPT Sumber Alfaria Trijaya
Hotel & Property Industry Climate
• International visitor arrivals to Indonesia in the first nine months of 2012 rose by 5% to 5.9 million from 5.6 million visitors during the same period of 2011.
• Indonesia enjoy sustainable economic growth of 5% to 6% since last 3 years
• Middle Class in Indonesia reached 135million people or 55% from total current population, growth of 100% since 2009
• Accor, on top of their 10,800 room inventory, has signed up 23 management contract and 20 hotels will be open within 2013
• Aston International holding 6,000 room inventory and claim to open 18 hotels in 2013 and has just launched new hotel brand “Hotel Harper” to accelerate their mission
Hotel & Property Industry Climate
• Santika currently owned & managed 5,600 room inventory and started penetrating Asia Market with opening of Amaris Hotel in Singapore
• Tauzia has impressed the market with 11 hotels and almost 2,000 room inventory claim to open another 30 hotels in next 3 years
• No of Rooms 2012 = 57.080, assuming 5% economic growth YOY, projected No of Rooms 2022 = 150.000
• Jakarta announced as city with highest growth in Property Industry in the world on 2012 !
• With foreign investments in the tourism sector in Indonesia reaching US$7.3 billion for the first nine months of 2012, compared to US$2.5 billion for the same period in 2011, Indonesia has now become a destination which provides hotel developers and chains with significant opportunities for growth.
Major Player Budget Hotel in Indonesia
•There are more than 300 budget hotel in 2013 representing 3,050 room
•Budget hotel representing only 5% from total room supply
•Total number of hotels expected to be increase by 250% within 10 years up to 2022 – this will mainly dominated by increment in budget & middle class hotel
•Average Occupancy of budget hotel is 68% while in several area may reach 92%
•Average Rate for budget hotel are 400.000 – 600.000 at the moment
Smart Budget Hotel located in Major Attraction, Shopping Arcade, Malls or
Business District. We are committed to Functional Design, Cleanliness, Comfort,
Friendly Service and most importantly Unbeatable Rate !
Unique Selling Point :
Unbeatable Rate !
Require small area
Minimum Investment
Maximum ROI
“Easy” & Efficient Operation
Online Control
New Concept Retail Hotel attached with Alfa Mart / Lawson Brand.
Click icon to add pictureOUR BRAND
Total investment 20 Billion100 Rooms – excl Land & ConsultantPay Back Period 3.5 Years !
15 sqm standard rooms
Double or twin beds
26” LCD TV with International & Local Channels
King Koil Beds & Pillow 100% cotton
En Suites bathroom with shower
Individual AC
In-Room Safety Deposit Box
IDD Telephone
Convenience Store
Free Wifi
Self Check in Kiosk
24 Hours Security
• BADAN HUKUM : PT. ALFA HOSPITALITY ASIA (AHA ! )
• OFFICE SETUP (TANGSEL / ALAM SUTRA)• RECRUITMENT • HOTEL DESIGN DEVELOPMENT• HOTEL DEVELOPMENT PLAN IN MAJOR CITIES• SYSTEM DEVELOPMENT (SOP AND PMS)• WEBSITE & ECOMMERCE DEVELOPMENT• MARKETING TOOLS DEVELOPMENT• FRANCHISE BUSINESS DEVELOPMENT • BRAND LAUNCHING
What’s NEXT ?
Franchisee Franchisor
Sharing Experience, Expertise & Client Database
Allow individual owner to learn about the business
“Buddy” during critical process
Relatively simple to manage compare to Management Agreement – less time consume
Rapid expansion ability
With simple & efficient operation we may do online control
Why Franchise ?
Organization Chart Alfa Hospitality Asia – AHA !
Level I Benefit : President / CEO Salary by Negotiation Official Car & Driver Share Portion Healt Insurance Pention Plan Phone Allowance Laundry
Level II Vice President / COO Salary by Negotiation Official Car Share Portion Corp. Secretary Healt Insurance Pention Plan Phone Allowance Laundry
Level III Division Head Level Dir. of Operation Dir. of HR Dir. of Marketing Dir. of Finance Dir. of ITBenefit : and Salary Range 25mio - 35mio Business Development Yearly performance bonus Health Insurance Phone 500.000
Level IV Regional Chief
Engineer Regional HRM Regional DOS Corp. Regional FC Regional IT ManagerCorporate Manager / Staff Level Regional Procurement Regional Training Regional DOS Agent Internal Auditor Benefit : Architect E-commerce Business Development A. Salary Range 15mio - 25mio Regional PR B. Salary Range 6mio - 12mio C. Salary Range 2.5mio - 5mio Health Insurance Phone 300.000 / 200.000
Start Up Budget Allocation
6,5 Billion allocation budget to finance 8 Months operation while hotels are not operating thus no income yet.
This budget include Sales Marketing & Brand Launching Activities which will not occur on 2nd year
TOTAL
OPERATING FUND
B. SALARIES & RELATED BENEFITS EXPENSES
# PAYROLL & RELATED BENEFITS 4,373,857,200
TOTAL SALARIES & RELATED 4,373,857,200
- C. ADMINISTRATION AND GENERAL -
1 ADMINISTRATION AND GENERAL 84,500,000 -
TOTAL ADMINISTRATION AND GENERAL 84,500,000
- D. TRAINING & TRAVELING EXPENSES -
1 TRAINING , TRAVELING & ACCOM - PROPERTY 25,000,000 2 TRAINING & TRAVELING & ACCOM - CORPORATE SUPPORT TEAM 108,000,000 -
TOTAL TRAINING &TRAVELING EXPENSES 133,000,000 -
E. SALES & MARKETING & COLLATERALS - 1 BROCHURES, COLLATERAL PHOTOS DEVELOPMENT & AD 1,572,000,000
- - TOTAL SALES & MARKETING 1,572,000,000
- F. OPERATING EQUIPMENT & SUPPLIES -
1 CAPITAL EXPENDITURE 178,400,000 -
2 OFFICE SUPPLIES 9,180,000 - -
TOTAL OPERATING EQUIPMENT & SUPPLIES 187,580,000
- G. OTHER COSTS : -
- - TOTAL OTHER COSTS -
- H. CONTINGENCY 236,688,620
- I. TOTAL PRE-OPENING COST 6,587,625,820
DESCRIPTIONS
Typical P&L Alfa Hotel (1st Year)
100 Rooms Available
70% Occupancy
ADR 300.000
Franchise Fee 5%
GOP 64% Average
Yearly Owner’s Profit 4 billion
20 billion reached 0n 3,8 years operation
Total365
# OF ROOMS 100 ROOM AVAILABLE 36,500 OCCUPIED ROOMS 25,580 OCCUPANCY ( % ) 70.08%AVERAGE ROOM RATE ( RP ) 300,000 # OF FOOD COVERS 50,137EXCHANGE RATE US $ TO RP 8,500
REVENUES ROOMS 7,674,000 FOOD & BEVERAGE -
TOTAL REVENUES 7,687,046
COST OF SALES FOOD & BEVERAGE - TOTAL COST OF SALES 7,827
PAYROLL & RELATED EXPENSES ROOM 465,377 FOOD & BEVERAGE - TOTAL PAYROLL & RELATED EXP. 465,377 OTHER EXPENSES ROOM 779,345 FOOD & BEVERAGE - TOTAL OTHER EXPENSES 779,345
DEPART. OPERATING COST & EXP. 1,252,549
DEPARTMENT INCOME ROOM 6,429,278 FOOD & BEVERAGE -
TOTAL DEPTMENT INCOME 6,434,497
OVERHEAD DEPARTMENTPAYROLL & RELATED ADM. & GENERAL 476,563 SALES & MARKETING 40,846 HUMAN RESOURCES - ENGINEERING 140,678 TOTAL PAYROLL & RELATED 658,087
OTHER EXPENSES ADM. & GENERAL 121,705 SALES & MARKETING 125,232 HUMAN RESOURCES 31,800 ENGINEERING 181,080 ENERGY COST 736,704 TOTAL OTHER EXPENSES 1,196,521
TOTAL OVERHEAD DEPARTMENT 1,854,608
GROSS OPERATING INCOME 4,579,888 OTHER NON OPERATING EXPENSES ROYALTY FEES 422,788 TOTAL OTHER EXPENSES 422,788
GROSS OPERATING PROFIT (GOP) 4,157,101 % G O P 54.08%OTHER EXPENSES INCENTIVE FEES - RESERVED FOR FF&E - 3% - TOTAL OTHER EXPENSES -
OWNER SHARE PROFIT (OSP) 4,157,101 OWNER EXPENSES OWNER INSURANCE - PROPERTY 120,000 TOTAL OWNER EXPENSES
NET OWNER SHARE PROFIT (NOSP) 4,037,101
P&L Alfa Hospitality Asia – 1st Year
No of Hotels 12
Technical Fee 2,5 B
Royalty 3,29 B
Total Revenue 5,79 B
Loss (518million)
Key Factor :
First 5 Hotels are owned & build by Alfa
No of Hotels
750,000,000 12.95
1,250,000,000 21.59
500,000,000 8.64
- -
2,500,000,000 43.18
- -
3,290,000,000 56.82
- -
3,290,000,000 56.82
5,790,000,000 100.00
4,242,000,000 73.26 353,500,000 6.11
207,433,800 3.58
836,447,000 14.45
152,400,000 2.63
-
5,791,780,800 100.03
18,000,000 0.31
24,000,000 0.41
12,000,000 0.21
24,000,000 0.41
18,000,000 0.31
18,000,000 0.31
3,000,000 0.05
12,000,000 0.21
24,000,000 0.41
36,000,000 0.62
84,000,000 1.45
6,000,000 0.10
18,000,000 0.31
- -
12,000,000 0.21
- -
6,000,000 0.10
3,000,000 0.05
1,800,000 0.03
- -
24,000,000 0.41
90,000,000 1.55
60,000,000 1.04
6,000,000 0.10
499,800,000 8.63
15,000,000 0.26
2,400,000 0.04
-
17,400,000 0.30
(518,980,800) (8.96)
-
(518,980,800) (8.96)
E-commerces
Other Expenses
Total Other Expenses
DEPRECIATION EXPENSES
Depreciation Expenses - Computers
Depreciation Expenses - Office Equipment
Depreciation Expenses - Vehicles
Total DEPRECIATION EXPENSES
Corporate Taxes
Net Profit (Loss)
Earning Before Income Tax
Bank Charges
Provision for Bad Debt
Legal and Professional Fee
Sales & Marketing Expenses
Entertainment
Insurance
Repair and Maintenance
Uniform Laundry
Utility Charges
Duty Stamp
License and Permit
Employee Relation
Training and Employee Development
Printing and Stationary
Telephone and Fax
Computer Accesories
Rental
Courier And Postage
Office Supplies
Local Transportation
Travel Expenses - Domestic
Travel Expenses - International
Medical Insurance
Other Employee Benefit
Total Payroll & Related Expense
Other Expenses
Payroll & Related Expense
Salary & Wages
Bonus / THRJamsostek Co. Share
Pph 21
Total Base Management Fee from Hotel
Royalty Fee
Total Incentive Magmnt Fee from Hotel
Total OPERATING REVENUE
Royalty Fee
Alfat Hotel 11 - 12 @ 250.000.000
OPERATING REVENUE
Technical Fee
Alfa Hotel 1 - 5 @ 150.000.000
Alfa Hotel 6 - 10 @ 250.000.000
TOTAL %DESCRIPTION
P&L Alfa Hospitality Asia (2nd Year)
No of Hotels 20
Technical Fee 1,25 B
Royalty 7,5 B
Total Revenue 8,7 B
Profit 1,85 B
Total 20 Hotels is the Break Even Point for AHA ! – anything above 20 will goes directly to profit !
No of Hotels
-
-
-
1,250,000,000
1,250,000,000
-
7,546,000,000
-
7,546,000,000
8,796,000,000
4,242,000,000 353,500,000
207,433,800
836,447,000
152,400,000
-
6,370,958,880
18,000,000
24,000,000
12,000,000
24,000,000
18,000,000
18,000,000
3,000,000
12,000,000
24,000,000
36,000,000
84,000,000
6,000,000
18,000,000
-
12,000,000
-
6,000,000
3,000,000
1,800,000
-
24,000,000
90,000,000
60,000,000
6,000,000
549,780,000
15,000,000
2,400,000
-
17,400,000
1,857,861,120
-
1,857,861,120
Earning Before Income Tax
Corporate Taxes
Net Profit (Loss)
Alfa Hotel 13 - 15 @ 250.000.000
Depreciation Expenses - Vehicles
Total DEPRECIATION EXPENSES
E-commerces
Other Expenses
Total Other Expenses
DEPRECIATION EXPENSES
Depreciation Expenses - Computers
Depreciation Expenses - Office Equipment
Utility Charges
Duty Stamp
Bank Charges
Provision for Bad Debt
Legal and Professional Fee
Sales & Marketing Expenses
Travel Expenses - International
License and Permit
Entertainment
Insurance
Repair and Maintenance
Uniform Laundry
Computer Accesories
Rental
Courier And Postage
Office Supplies
Local Transportation
Travel Expenses - Domestic
Total Payroll & Related Expense
Other Expenses
Employee Relation
Training and Employee Development
Printing and Stationary
Telephone and Fax
Salary & Wages
Bonus / THRJamsostek Co. Share
Pph 21
Medical Insurance
Other Employee Benefit
Royalty Fee
Total Incentive Magmnt Fee from Hotel
Total OPERATING REVENUE
Payroll & Related Expense
Alfa Hotel 1 - 5 @ 150.000.000
Alfa Hotel 6 - 10 @ 250.000.000
Alfa Hotel 11 - 12 @ 250.000.000
Alfa Hotel 15 - 20 @ 250.000.000
Total Base Management Fee from Hotel
Royalty Fee
TOTAL
OPERATING REVENUE
Technical Fee
DESCRIPTION
Expansion PlanBali
Jakarta
Tangerang
Bekasi
Surabaya
Malang
Jogja
Samarinda
Balikpapan
Lampung
Palembang
Padang
Medan
50 Hotels within 5 years ?Why not !
Utilize Alfa’s Partner Database
WORKING TOGETHER WITH BUSINESS OWNER TO DEVELOP THE BUSINESS AND
ASSETS OF THE COMPANY
INTRAPRENEUR EMPLOYEMENT
President / CEO Vice President / COO
Permanent Employment Monthly Salary 100 million net of
tax Share 6 % of Monthly Gross
Revenue Yearly THR Bonus Yearly Travelling Budget U$
10,000 Full coverage Family Health
Insurance Pension Plan Laundry 5pcs per day Company Car & Driver, Premium
SUV (BMW X5 or equivalent)
Permanent Employment Monthly Salary 50 million net of
tax Share 4 % of Monthly Gross
Revenue Yearly THR Bonus Yearly Travelling Budget U$ 8,000 Full coverage Family Health
Insurance Pension Plan Laundry 5pcs per day Company Car, Premium Japanese
SUV (Toyota Harrier or equivalent)
Executive Benefit, PT Alfa Hospitality Asia !