Pennsylvania State University

Life Plan

Yuqi Sun

Engineer 310: Entrepreneur Leadership

Greg Woodman

4/12/2015

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Table of Contents

Table of Contents 2

Executive Summary 3

Mission Statement 4

Competitive Analysis 5

Marketing Plan 6

Financial Plan 7

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Executive Summary

Secureasy is a small start up company founded by me and my friend Lauren. We

were both in hotel management major at Penn State University and started to think about

the hotel check in procedure one day and we were both not satisfied with what the

process we are having right now. It’s both not secure and too complicated. So we thought

about doing this on our own to make the guest staying at a hotel more easier and secure.

We both together developed the concept and the ideas. The logo is designed by me and

the technician part is solved by her. She did not specifically solved it but her friend, Jack.

And Lauren and I are responsible for distributing our new check in procedure to different

hotels and the propaganda. In order to be successful, we need to let hotels know our ideas

and the way we are handling this problem.

Mission Statement

After graduating from Penn State University, I want to dedicate my knowledge and

experience learned into a hotel that is in upper level class. As an employer, the quality

should be:

Creativity

Integrity

Hard working

Leadership

Individualism

Consistency

After completing Bachelor Degree in Hotel Management in Penn State, the goal is to

either enter a high end hotel or create my own hotel back in China. I want to earn some

experience here in America from several high end hotels about the little details that they

enforce their employees to make the hotel remarkable. If possible, I want to go back to

my hometown and dedicate all those knowledge that I have learned in America for my

city.

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Whenever I am serving people or helping them, I always ask myself about one question,

“how my customers want to be treated,” instead of how I want to treat them. Thinking of

this question will help me to consider more on their sides instead of my own. Working at

a hotel means serving people with enthusiasm. Your customers are able to feel that

emotion inside of you.

The six qualities at the top will be my goal no matter I’m entering a business or creating

my own. And out of all six, I think consistency is the most important one. In Nittany Lion

Inn, they have a quote, “creating relationship that lasts.” Because lasting relationship is

the biggest factor that brings money to hotel. We need to be consistent to our customers,

always serving them with smile, enthusiastic, and proud.

Competitive Analysis

Marketing Plan

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Strengths

I’m in Hotel Management Major at Penn

State right now. Which is a pretty well

know major in America because of its high

quality undergraduates alumni.

Weakness

Lack of experience. I don’t have too much

experience working at a hotel before, so it

might be a little tough for me to start with.

Opportunities

There are a lot of great hotels coming to

Penn State looking for interns each

semester. I can take this great privilege that

I have and find an intern to start with. I

need to build up my experience to become

an expertise in the hotel industry.

Threats

First threat is my age. Normally the people

in hotel industry all have over 10 years of

experience and that could treat me not

getting the interns. In hotels, it’s normal

that opportunities are given to their

employees based on their seniority status.

Second threat is language. My mother

language is not English and here I am in

America looking for an intern. My

language probably will become my biggest

threat resulting me from not getting a job in

the United States.

Logo and Name Explanation:

Secureazy is a company that is designed and founded by me in order to make the

hotel check in much more secure and easier. The meaning of this logo can be explained

from three aspects. The word Secureazy is developed from two words, secure and easy

and these two words are the main goals for my company to create the hotel check in.

Although I want the hotel check in to be easy, but security for hotel guests is always the

most important factor. The color in the logo is green and blue. Green always means

quick, recycle and saving energy, etc. That’s one of my company’s core value is to save

materials that are used before on the room key card and those are always a waste for the

hotel and also for the planet earth. The blue color on the logo typically doesn’t mean

anyting, but as you can so on the logo, it’s surrounding the house, which gives people

feeling of security. And of course the house in the middle means the hotel guests are

staying in. The blue color is surrounding the hotel and the green is on the building but

also providing easiness to hotel check in.

Needs:

SUZY SUN – C.E.OSUZY@SECUREAZY.COM+1(123) 456-7890

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Our needs to start this company is me and Lauren studying hotel management

major at Penn State so we know more about the insider information in hotels and the

harm of key card we are having right now that is used to open the hotel doors. We also

need to have hotel marketing department’s trust so that they would believe our plan and

solutions. We need to be expertise in hotel industries, which we can earn the knowledge

from attending hotel management major in Penn State. Jack’s needs is to be good at

technician part of the solution. He needs to figure a way to make the hotel check in

procedure much more secure and easier. He can get that from attending the mechanism

major at Penn State.

Values:

Three of us all share the same value is that we want to make the hotel check in

procedure more secure and easier. Nowadays, checking at a hotel is not safe anymore.

People can actually hack into your room with the special pen bought at Ebay and unlock

the hotel guest room doors. The unsafetiness of the hotel guest room doors is making the

guest staying at hotel more alert of the stealing happening at their room. If people are

afraid of their stuff being stolen while staying at the hotel, it’s not going to make their

stay pleasant. We highly trust each other and treat each other like a family member and

hope we can accomplish great things from this.

Mission:

Our mission for this company is not different from my own life’s mission, is to

provide other people with convenience. The core value of our company is to provide

hotel guests with a more pleasant and safe stay at our hotel.

Objectives:

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The objective of our company now is for Jack to really find a way to make our

plan come true which is using people’s uniqueness to check in to a guest room, such as

finger prints. Jack is working with his professor from Mechanistic department together on

this issue. After he and his professor find out ways to really make it come true, we need

to put it on assembly line and come up with the price for each lock system. After that, we

need to disseminate our products to hotel marketing department because they are the

department that is making the buying decision. If Jack and his professor can figure out a

way to create the finger prints check in, the staying of hotel guests will be more secure

and easier.

Education:

The Pennsylvania State University Summer Program at Nittany Lion Inn

and Penn Stater.

Hotel Management Major, Minor in Entrepreneurship at The Pennsylvania

State University.

Full proficiency in: English and Chinese / Learning: Spanish

Experience:

Manager Assistance in Housekeeping Department

Core Competencies:

Our core competency is that our new idea is new to the hotel industry. No one has

ever thought about changing the check in system for the hotel. Although it’s a brand new

idea and may take some time for people to accept it, we are going to plan it and

implement it.

Environmental Analysis:

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Secureasy is founded by Lauren, Jack and me when Lauren and I are talking

about the unsafe situation of hotel check-in these days after watching a related video in

our HM 380 course and we think it’s time to change everything.

The Marketing Environment:

Competition:

For our product, there is not much competition existing in the market these days.

But I can’t prevent people from stealing our ideas after it has been accepted and utilized

by different hotels. So in order to prevent that, patent is really important to our product.

Economic:

Creating the new lock system for hotels could be pretty costly. Therefore, we

need to get fund from manufacture companies and create a new assembly system. We

also need to get funds from banks and borrow debt from our parents maybe in order to

get our business going and goal accomplished.

Legal:

Secureasy is registered as a local company that by far only focuses on American

hotels which have a great deal of influence on the hotels worldwide. We currently do not

have any advertisement or propaganda to other hotels yet because the product is not

finished. But as soon as we have the product ready, we will register for a patent and

create our advertisement.

Technological:

Secureasy has a lot of technology being used such as Apple laptops and card

reader. These are all bought from original store and have warranty.

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Sociocultural:

In the company, there are only three of us and we will be hiring an accountant in

the future. Communication is not a problem for us since we can all speak fluent English.

Also, we are all about the same age so it is pretty easy for us to get along. Lauren and I

have been friends since freshmen. We are trying to create an environment that everybody

can say something they have in mind so that we can speak publically about the issue and

brainstorm the solutions. We all like to put the problem on table and discuss about it.

Target Markets:

Our target market for this product is obviously different hotels that has the capital

to buy a set of new check-in system for their hotels and also those who have received and

sued for a lot of unsafe staying at the hotel and would like to change the situation. We are

going to start with big cities and high level hotels first because they are always the

beacon of other small hotels and they have the power to influence other hotels. Also,

there are more guests staying at those hotels and it helps us to distribute our products and

let more people know about it.

Marketing Objectives:

For the first year, through making advertisement and doing propaganda, we would

like the sale to be 30,000 check-in systems to different hotels. Considering a middle size

hotel has 200-300 rooms total, we should be able to sell our check-in system to 90-100

hotels. For the second year, as more people know about our products, the number of

check-in system we are able to well should double.

Marketing Strategies:

In order to expand our market, we need to advertise ourselves really well. For

advertising, first step is to advertise on TV channels such as travel channel and hotel

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impossible channels. Second we can advertise on Youtube channels such as Hotel

Impossible or other tourism channels. Third step is to present ourselves and the product

to each different hotels and let them understand our concept and idea behind our product.

Let them know by buying our products, how much money in the long run they can be

able to save.

Evaluation and Performance:

We will be using evaluation forms and count the numbers that we still have in

hand in order to know the numbers that we have sold. The financial performance will be

responsible by the accountant and her job is to evaluate how much we put into this

product, how much debt we still have, how much money we are making and in the long

run, estimating the number of check-in systems we sell will be double, how long will the

company be profitable.

Stack Holder Groups

My stack holder groups for this company would be my parents who probably will

donate some money for me in order to start the company. My university is one of my

stack holder groups because after graduating, I will become one of the alumni and it’s my

honor to present my university in the hotel industry field and earn some reputation. Hotel

guests will also become my stack holder groups because they are the ones who benefit

from our products and they are the ones that hotel industry needs to please. If the guests

staying at your hotel are not happy, your hotel is not going to be happy either. The fourth

group would be my co-workers. We started the company together and they also

contributed a lot of money and time toward this project. We want to earn money for all of

us and it’s our dream to change the current unsafe check-in problem. It’s the dream of

three of us and we can’t ruin it. The fifth group would be friends because a lot of friends

supported me a lot by starting this business. They told me to follow my own wish and

here I am almost finished with this product. The last group would be my sponsors. They

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are not like my parents who can help me no matter what. My sponsors would still like to

see our company being profitable and not wasting their money.

Financial Plan

For the financial statement for the next five years, I included my income and

expenses and percent of income. In the income part, I estimated my salary after

graduating from Penn State Hotel Management major and this number is according to the

Penn State Hospitality Website. For expenses, my first five years after graduating doesn’t

have any house down payment because I am not planning to buy a house within the next

five years because I think that’s unrealistic. I want to have enough money for my

entertainment and vacation, so I ‘d rather live in a rented house. For my car, my parents

have paid, so there are no worries for me toward my car. But I do have to pay the auto

insurance through Geico. I want to save the money left over from each year and start my

own business.

If I’m able to execute this plan, I will have achieved the following:

1. Starting my own company Secureasy and earn more profit through that assuming

I quit from my current hotel

2. Buying a house for myself in a nice environment and should be safer and nicer.

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2014 2015 2016 2017 2018IncomeSalary 10,000 50,000 60,000 70,000 80,000From Parents 65,000 50,000 40,000 30,000 30,000

Total Income 75,000 100,000 100,000 100,000 110,000

ExpensesRent 10,800 10,000 10,000 10,000 10,000Down Payment on House 0 0 0 0 0House Monthly Payments 0 0 0 0 0Food 25,000 3,000 3,000 3,000 3,000Utilities 0 0 0 0 0Clothing 10,000 10,000 10,000 10,000 10,000Auto Payment 0 0 0 0 0Student Loan 0 0 0 0 0Entertainment 2,000 3,000 2,500 3,000 3,000Insurance-health 1,000 1,000 1,000 1,000 1,000Insurance-auto & house 2,000 2,000 2,000 2,000 2,000Vacation 4,000 3,000 3,000 3,000 2,500Car & HouseMaintenance 1,000 1,000 1,200 1,200 1,000

Total Expenses 55,800 33,000 32,700 33,200 32,500% of income 74% 33% 33% 33% 30%

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