1.0 Executive Summary
National Bed & Breakfast is a $2 million business venture undertaken by its sole
proprietor Scott Patterson. It is located on the LeBreton Flats, less than five minutes away from
downtown in the beautiful city of Ottawa. In National B & B we offer five uniquely decorated
bedrooms, a fully-equipped kitchen, laundry facilities, hot tub, electric fireplaces, and an on-site
front desk service. We are a complete B & B with complementary breakfast served every
morning to our guests. Our target market strategy is based on becoming the best choice for
professionals, tourists, and vacationers. We will also advertise for parties, receptions, and
weddings. It is important for us to be visible to our potential customers.
National Bed & Breakfast will have several eye-catching signs and advertisements which
will notify potential customers of our existence. We will also advertise in local directories, the
Yellow Pages, the internet, and several other media in both the Ottawa and Gatineau areas. Our
website will focus on the features the Inn has to offer, and bear pictures of our uniquely
decorated rooms. It will also facilitate online booking and payment. We will offer shuttle service
to Ottawa International Airport, Greyhound Bus Station, and major attractions in Greater Ottawa
Area. We are confident that National B & B will successfully penetrate the market, and see a
steady growth in profit at the rate of 10% per year with occupancy rate of 90% over five years.
Scott Patterson, the owner and manager of National Bed & Breakfast, will live at the Inn
all year round. This will allow him to personally oversee every aspect of the Inn’s operations. A
small staff consisting of a receptionist, a chef, and a housekeeper will work at the Inn. Both the
chef and the housekeeper will work twenty hours a week. The receptionist will be on the payroll
for forty hours per week, since he/she will also have the duty of driving the shuttle when needed.
Beside managerial responsibilities, Scott Patterson will be in charge of promotion and