Executive Summary: Business Plan Purpose

EXECUTIVE SUMMARY
We seek funds for the acquisition and renovation of Seven Elms Resort, an adult-
marketed, 17-room "boutique style" hotel specializing in a couples' "getaway" to provide
relaxation and recreation in Benzie County, a popular tourism spot located next to the
state of Michigan's Lake Michigan. Moderately priced between the high-line hotel
properties and the older motel strips, Seven Elms Resort shall fill an affordability niche
not presently available in Benzie County.
Combined with an on-site lounge, grill, poolside beverage service, and morning
continental breakfast bar, we are seeking investment funds to renovate the hotel
building, build-out a piano bar/lounge area with dance floor, and construct an outdoor
pool adjacent to the indoor pool. With this refurbishment and other new amenities,
Seven Elms Resort will form the basis of a highly profitable hotel venture. We are
seeking funds to develop and expand the business in a phased approach, as
highlighted within this document.
Seven Elms Resort's owner, Steve M. Blackburn, has an extensive business
background, including over 14 years of experience developing a variety of businesses.
Mr. Blackburn received his B.A. in Business Economics, and currently is an M.B.A.
candidate at the University of Michigan. Desiring to return to his own business, he
wishes to establish Seven Elms Resort, Inc. in 1999.
The foundation for the plan is a combination of primary and secondary research, upon
which the marketing strategies are built. Discussions and interviews were held with a
variety of individuals involved with other similar businesses to develop the proforma
data, review the market potential, and competitive situation.
Renovation in the Prairie Style period, our hotel's design elements and furniture will
reflect this "organic" approach and provide an overall comfortable experience. Seven
Elms Resort shall specialize in meeting an individual or couple's needs. As growth
warrants, the 10-acre site would allow for future expansion of the lodging portion of the
resort (Phase II).
Business Plan Purpose

Introduction
In today's highly competitive environment, formal business planning is an essential
element in achieving business success. A well-written business plan is primarily a
communication tool used to obtain financing. In certain instances, particularly with our
early stage company, this business plan also serves as a strategic plan.
Considering that lenders are inundated by numerous investment opportunities from
which they choose only a few, this business plan describes our story and how we intend
to grow. Seven Elms Resort, Inc. management team has made an in-depth analysis of
its opportunities and weaknesses and it has concluded that the company has an
excellent chance to succeed.
Methodology for Business Planning
Sophisticated business planning helps management answer questions, such as: What
will be our record of achievement? How have we fared compared to our competitors?
Are we setting realistic and attainable goals and objectives?
Constructive and useful business planning requires a broad-based understanding of
changes taking place in the marketplace in which the company competes, or plans to
compete, and the ever-changing financial markets. In-depth technical skills in a variety
of disciplines such as financial analysis, sales and marketing, latest technology, and
managing growth are critical components in assessing a company's opportunities and
risks.
Developing the Business Plan
The management of Seven Elms Resort, Inc. has developed this disciplined planning
methodology to help the company anticipate its start-up costs and other critical
information to arrive at this realistic plan.
Guidance from Outside Professionals
Mr. Blackburn has sought legal assistance and advisors to develop the Seven Elms
Resort concept. Steve will maintain an active management involvement in every aspect
of daily resort operations. This plan reflects his vision.

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EXECUTIVE SUMMARY

Business Plan Purpose

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