The Siesta Suite Logistics Louise Domaille
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Contents 4 Vision 5 Location 7 Visual Merchandising 9 Lighting 11 The Energy Pod 13 Music System 14 Signage 15 Tills and Cashier Desk 16 Labor 17 Public Relations 18 Media and Press 19 Press Releases 20 Promotional Offers 21 Loyalty Cards 22 Members Clubs 23 Contract 24 Store Opening 25 Celebrity 26 Invitations 27 Online Communications 29 Advertisement 31 Public Liability Insurance 32 Budget 33 Implementation 37 Floor Plan
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Vision
The Siesta Suite is a new innovative service to day time napping. A service that will be able to offer its customers a unique sleeping experience in the form of an independent store in the heart of the financial district located in London city centre. The siesta Suite aims to be unique, technologically advanced and completely new. An innovative space will be created with energy pods which is a new state of the art reclining chair that is inviting and comfortable. The siesta Suite is a technologically advanced brand offering a unique service to the market and a brand that is trend driven within the design industry. As well as creating a brand new store for this concept, The Siesta Suite facility will also be installed into various members clubs around the London city centre location for their customers to use. By creating a flagship store for The Siesta Suite it launches a brand for the new company through the experience the customer receives and showcasing the installation through an innovative unique way. This same sleeping experience will be repeated through the installations in the members club starting to create brand awareness through the customer and the company.
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Location
The Siesta Suite will be located in the financial district of London’s City Centre. The reason for this is that this is central to a large amount of corporate headquarters with the people working their being a market to target. It is going to be located on 153 Fleet Street directly next to Coutts banking headquarters. The building itself used to be a Jo Malone beauty store and is currently on one floor with a basement storage compartment and floor space of approximately 1,500 ft. Rent is currently £125,750 per annum which seems to be a very competitive price for the Fleet Street location. Fleet Street is commonly associated with being the origin and home for the British newspapers and national press as well as being the location for England’s oldest privately owned bank Goldman Sachs. C. Hoare & Co. Fleet Street is an up market area for retail outlets and residential accommodation. Homing in on a market that is directly suited to the Siesta Suite brand. Total = £125,750
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Visual Merchandising
The walls The visual merchandising displays in store will be created through innovative ways of segmenting a room through curved walls and formed lighting structures. Using the curves in the wall will allow private space for each individual energy pod and individual lighting. This architectural structure is inspired by János Déri und Jürgen Zeller. The creative light appliances will also be installed to allow for personal darkness, depending on the choice of the customer. The walls for the structure of the visual merchandising displays will come from an online company www.showhow.co.uk . They sell different size and shaped walls and offer an installation and delivery service. The height of the preferred wall choice is 2400 mm and the span is of approximately 5 meters. A total of 5 individual walls will be needed with a price of one being £75.00. There is a two week time allowance for delivery and installation of the walls. Total = £375.00
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The Lighting
As well as the lighting being used as a functional use it’s also going to act as a main decorative focus to the visual merchandising. After thorough research I came across a stylish and innovative lighting system that offers stunning commercial interiors with an online company called www.tuvie.com. The concept is a flexible, modular, ambience and stylish lighting system that is designed to give a brand new look. The light is made of dual layer white polycarbonate slanted sheets with an appearance like conventional boat sail. Between these two layers, lights have been inserted and are attached on the inside layer. The upper layer is incised in stripes through which lights glow in a unique manner with great aesthetics. . The units can different color lights such as green, cyan or magenta, however, intensity of light may vary with different colors. Each unit contains a metal tube base that allows the user on the wall or roof and gives easy rotation for multi-directional lightings. Total = £3,400
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The Energy Pod
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The energy pod is a chair that creates a cocoon from outside noise and distractions, occupants are reclined into the optimal napping position to promote blood circulation and reduce pressure on the lower back and ambient sounds help napper’s drift into sleep. At the timer’s expiration, the occupant is gently woken with a combination of lighting and vibrations. Metronaps do accommodate for delivery and installation as well. When purchasing a product from Metronaps they offer support and help with design and installation through to effective in house awareness and communication program. Metronaps staff can advise you on the best way to successfully implement napping into The Siesta Suite store. -Site determination - Design, installation and implementation of napping spaces - Internal education programs. - Product service and maintenance -usage reports and site optimization The energy pod costs $8,000 per unit which is a cost of £5,700 per unit. The renting cost for the energy pod per unit is $320.00 per month which is a cost of £200.00 per month. Delivery is approximately 8 weeks and a total of 5 chairs are needed. Total = £28,500
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Music System
When it comes to the music and ambience of the store for The Siesta Suite it needs to be atmospheric. Research proves that customers actually remain in a store for longer when the music is pleasing to the ears. A Bose solution system delivers quality sound to enhance the stores environment and atmosphere without large speakers and components to detract from. Bose offer an installation and delivery service with 1 months’ notice. The system costs £600.00 Total = £600.00
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SIignage
Signage is key when creating a new brand because the company needs to create brand equity by emphasizing the brands words graphics and symbols that are associated with the products or services. The customer needs to start developing recognition with the brand logo creating a unique awareness of the products and services The Siesta Suite has to offer. It’s the building of a trademark logo. A company called Glyphics will design and custom make the logo signs for the company window displays, exterior logo sign and information signage indoors. Glyphics need a 2 month notice for design demands they also include a delivery service which can take up to 10 days from completion. Total = £1,876.00
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Flooring The flooring in the building already exists as being white and this fits perfectly in with the brand so no changes are going to be made.
Tills and Cashier Desk The store is going to need one cashier desk and one till. To keep in with the theme of minimalistic interiors and high technology facilities the tills are going to be sleek in image and advanced in expertise. The supplier is a company called www.crdw.com and the individual till will cost ÂŁ879.00. The reception desk is being bought from a company called strong project. They are a London based company who create modern fresh furniture for office and retail environments. The cashier desk chosen is made of mainly white Perspex glass and the logo will be embossed into the front. The total price for the product, installation and delivery is ÂŁ3,876.00 Total = ÂŁ3,876.00
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Labor The store is going to have a small team of interior designers who are going to creatively advise on internal furnishings, layout plans and design ideas for the shop fit. This will include cashier fit, energy pod floor plans and innovative inspiration with lights, logo embossing and window displays. They will also help with the installation which will take approximately 5 days. They charge a total of £650.00 a day with an extra £500.00 on top for interior advisement which will come to a total of £3750.00. An electrician will be needed as well for the installation of the lights this charge comes to £120.00 and will only be needed for one day. Total = £3,870 As for the maintenance on the energy pods, Metronaps offers an in-service maintenance contract with the purchase of any product with their company, which is included in the price. If there is a problem with any chair service is guaranteed within 5 hours on request. Metronaps also offers training to company staff on how the chairs work and how to maintain their highest quality.
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Public Relations An external London based PR Company called Spreckley will control the media campaigning for the promotion of The Siesta Suite to gain public interest into this new service on the market. The main objectives will be to successfully launch The Siesta Suite and to raise awareness of the brand. This will be done through social media campaigns, advertisements in business supplements, promotion at business trade shows, broadcast and online media ads. Trying to target the correct market by using low cost promotional campaigns that let the public know how beneficial the service can be. The main objective will be developing a reputation on how this service could be the solution to a lot of problems in the business industry, the most powerful source of media attention the company can gain is positive press coverage of the brand. Total = ÂŁ9,678.00 per annum
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Media and Press To achieve these goals Speckley PR will try to gain press coverage through the magazine and business supplement media. Such as the The Economist, Forbes, Business Week, Fast Company and The Times magazine. As well as integrating into the internet, newspaper and social media sites. Building positive relationships with the press and editors will help gain further exposure for The Siesta Suite. Having this publicity will potentially assist sales of the service and help expose the company as a “must have service to have in your lifestyle�. Creating napping as a new service trend. The Spreckely PR team will consistently seek out new press opportunities to help promote the brand.
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Press Releases
Press releases will be released to communicate with the media on new shop openings, promotional offers and new campaigning events. These press releases will be issued via email and will have attachments of promotional videos and images.
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Promotional Offers
As The Siesta Suite is a brand new market and not known by the public, a promotional offer of 50% off a 30 minute Siesta Sleep experience, will be available in The Times business supplement or smart phone app which will send you to a link on The Siesta Suite website. This will be available to download and the customer will have to show promotional code on arrival. This is a way of directing the customer through the website and creating interest for the brand.
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Loyalty Cards To gain repeat customers, The Siesta Suite is offering a loyalty card opportunity. This entitles the customer to a free 15 minute Siesta Suite sleep after been 5 times so on their 6th appointment they receive a free 15 minutes. This loyalty offer will also be advertised in various business supplements and on The Siesta Suite website and smart phone app. To get 1000 loyalty cards printed its going to cost ÂŁ436.00 and printed by a company called 10th way. Total = ÂŁ436.00
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Memebers Clubs The Siesta Suite brand is going to be installed into various members clubs around London’s financial district, to help promote as a luxury market service. These members clubs include the IOD, Eight, Bourdon house and Home house. An individual 6 month contract will be set up with each member’s club company
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The Contract A contract is going to be drawn up with each members club to have the agreements written down in a legally accepted document. The contract is there to agree on the period of time they want the service installed in their club as well as agreeing on the terms that the branding interior choices are the choice of The Siesta Suite as we want to create repetitive brand awareness of the company. The maintenance is down to the Metro naps company and so that doesn’t have much affect as only a phone call is needed to make sure repair takes place. The members clubs have the rights to promote the brand in house however they wish. A monthly payment will be set up for the member’s cubs to pay The Siesta Suite for the use of the brand. It is the choice of the members clubs if they want to charge their members extra for the use of the service and whatever profits they make on this are for them to keep.
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Store Opening The store launch will consist of a promotional party complimented with a press event. There will be photographers, editors, journalists and blogger’s invited to this event to create recognition and brand awareness of the brand. The event will take place in the new store in Fleet Street. A demonstration of the chairs will be delivered and the guests will get a chance to walk around feel the experience they would get when using this service.
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Celebrity To promote The Siesta Suite as a new trend service, celebrity appearance will be key at the event. Guests such as Duncan Bannatyne, Peter Jones and Theo Paphitis will be invited to help promote the brand.
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Invitations Invitations will be sent to press and guests via e-invite two weeks pervious to the event to create awareness and hype for the occasion. Inviting the correct guests is a key success for a successful promotion. The invites are going out via email to decreases costs and to keep up to date with technology trends. A total of 200 guests are going to be invited.
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Online Communications Website The Siesta Suite will launch a promotional website and this will be recognized at the launch event. The main purpose of the website is to enable customers to interact with the company online and find out about up and coming promotional offers, store openings and events. There is also the online service of customers having the opportunity to book out on the chairs at a specific time slot. The website is also there to encourage customers to write reviews once they have experience The Siesta Suite Service. The design and set up of the website will be done by a London based website company called artists web and will cost ÂŁ876.00 Total = ÂŁ876.00
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Social Networking Targeting the right market for the company is vital, so as a lot of business people use the internet, Facebook, Twitter and business blogs so promoting and networking with these sites is a great source for advertisement. Connecting to the customers through these platforms will help engage with the customer base and encourage regular awareness of the brand. This is a good aid to post news, promotional offers, videos, images and blog posts. This will hopefully create a buzz for the brand and help generate sales.
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Advertisement Product in-store shoots To help promote the product and brand a photo shoot is going to take place for advertisement material. The purpose of the shoot is to make the public realize the benefits of napping. Snappy slogans are going to be added to the images such as “A 20 minute nap can increase productivity up to two hours.” A professional photographer will be hired to take creative pictures of the energy pod and new store fit. The photographer will have their own equipment to take the images. The charge for one hour is £150.00 and the shoot plans to take two to three hours. Total = £450.00
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Print Publications Gaining exposure through business magazines that target the correct market is going to be key as this will start creating a relationship between The Siesta Suite and its customers. These magazines have been carefully selected due to their popularity and material in them. The magazines chosen are The Economist, The Times Business Magazine and Businessweek. The Siesta Suite will advertise in the magazines a month leading up to the opening of the store and then a continuous 5months after to help keep the awareness of the brand alive. Advertising in all three of these magazines on a monthly basis will cost ÂŁ7,946. So if this happens for a total of 6 months its going to cost ÂŁ47,676. Total = ÂŁ47,676
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Public Liability Insurance Public liability insurance is aimed to protect businesses from being sued should any third party accidentally receive any bodily harm or damage to their property.
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Budget Item
Price
Rent Walls Lights/Electrics Energy Pods Music System Signage Tills/Cashier Desk Labor Website Photo shoot Loyalty Cards Catering PR company Print Publications
£125,750.00 £375.00 £3,400.00 £28,500.00 £600.00 £1,876.00 £3,876.00 £3,870.00 £532.00 £450.00 £436.00 £1,200.00 £9,678.00 £47,676.00
Total
£392,596.00
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Implementation
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Implementation for members clubs
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Floor Plan
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