Shopping Centre Business Plan

Entrepreneurial Incubation
On Abhi Shopping Centre

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

MASTER OF BUSINESS ADMINISTRATION

SESSION 2012-14

Submitted to Dr.Ravi Shekhar Vishal Senior Lecturer

Submitted by Rajneesh Kumar Singh PG/16/095

DECLARATION
I Abhinav Kumar Jaiswar (MBA IVth semester) from Department of Business Administration University of Lucknow, here by declare that this report of A Business Plan on Shopping centre is the result of my own efforts and is raised on information collected and guidance given by my mentor & faculty members. The Business Plan is correct to the best of my knowledge & this report so far has not been published anywhere else.

Date:- Place: - ..

Signature

PREFACE

It is a great privilege for me to place this Business plan before the reader. The report is concerned about A

Business Plan on

Shopping centre.

This report is presented in very simple and

understandable language on the basis of primary data. Lastly I would like to state that although every possible care has been taken to make the report error free but still the possibility of some error keeping inadvertently cannot be ruled out. I shall be feeling highly obliged to all reader if some are brought to my notice. Critical evaluation welcome and shall be gratefully acknowledged. I sincerely express my gratefulness to all those who directly or indirectly, helped me in this project. I firmly believe that there is always scope for improving and accordingly I shall look forward for welcome suggestion in this direction from all the reader and subject spiel, which shall be thankfully acknowledged.

Acknowledgement

In the successful completion of this project inspiration and guidance of many people was involved. A mere form of acknowledgement would be demeaning the status of this whole effort which has had the blessings and supervision of the eminent person around me. First of all I would like to thank Mr. Anupam Kumar who was there to guide me at every step during the course of this project. They gave me tips for the improvement in project whenever required. Apart from this I feel indebted to all faculty members of SMS, especially who have helped, developed the right kind of attitude and scholastic excellence in me. Last but not the least; I am very much thankful to my parents, friends and all those persons who made this business plan possible, for their consistent guidance and constructive criticism.

Table of Content
Content 1.0 Executive Summary Page No 7

2.0 Business organization Summary

3.0 Planning context

13

4.0 Market Assessment Summary

15

5.0 Swot analysis

17

6.0 strategies and business development

20

7.0 Financial Plan

29

7.0 Human Resource Plan

31

INTRODUCTION
Seafood Restaurant will be a moderately priced seafood restaurant featuring family style service of Gulf Coast specialties. Grilled and fried selections of shrimp, fish, oysters, chicken tenders and stuffed Blue crabs will be served on large family sized platters, conjuring memories of the popular Friday fish fries that once drew families together throughout the South. Individual portions, as well as several other offerings will be available as well, broadening the appeal to all types of diners. Complimentary servings of our signature coleslaw, pickled green tomatoes and fresh baked French bread will accompany all meals. Meal prices are expected to range from Rs150 to Rs200.00 per person. The dining experience is expected to last 1 to 1 hours. Guests will be greeted by a salt water aquarium as they enter the restaurant. Background music consisting of popular Old melodies. Gazal. Cajun tunes, Jimmy Buffet hits and other folk music depicting life on the water will blend various pop cultures with traditional sounds of the Old South. The dcor for Seafood Restaurant will feature wood accented construction blended with a nautical theme decor. Diner style tables will be surrounded by heavy wooden chairs and accompanied by leather covered booths. The restaurant will have approximately 116 seats in the dining room and another 7 seats at the bar. Additionally, Blue Fish Grill may offer other services such as catering and delivery in the future. This location chosen is a free standing, 3,000 sq. ft. building. The restaurant will have a minimum of 50 parking spaces available to meet the demands of anticipated customer traffic.

FUTURE VISION AND MISSION STATEMENT

Vision
To establish Shri Heights Shopping Centre as the premier shopping centre within the Burwood Heights Activity Centre for meeting daily shopping needs To encourage the expansion of the range of business premises through redevelopment of the south rear car park area of the centre To continuously improve the goods and services offered so that the centre is competitive to deal with and capitalise on the extensive Readings development to be established soon to the north of the centre across the Burwood Highway

Mission Statement
The mission of the Shri Heights Business Association is to: Improve and promote Shri Heights so that it becomes a great shopping centre Develop a stronger sense of cohesion and involvement among all the businesses in the centre Act as leaders and ambassadors for the precinct Lobby the Body Corporates and City Council and property owners for improvements in the physical infrastructure and appearance of the centre and its environs Specific outcomes that are expected to be achieved over time from the work of the Association are: A more coordinated and cohesive business community committed to ongoing marketing and development of the centre To influence improvements in the physical infrastructure and appearance of the centre An enhanced profile for the whole centre Improved customer perceptions about the centre A continual improvement in consumer spending patterns in the centre

A continual improvement in the trading performance of the centre

2.

CENTRE CHARACTERISTICS

2.1 Regional Context and Land Use Structure

Shri Heights Shopping Centre is a small neighbourhood activity centre in the southeastern part of the City Lucknow , situated approximately 15 kilometres The centre is in a strategic location, being at the intersection of two major roads Lucknow Varanasi Highway and Lucknow faizabad Road. The extent of the Shri Heights Shopping Centre is illustrated in Figure 1. Figure 1 Extent of Shri Heights Shopping Centre

Shri Heights Shopping Centre is a reasonably compact centre with a neighbourhood

community focus. It is essentially U-shaped with properties facing both the Highway and a large car park at the rear. The Safeway supermarket at the eastern end is the dominant use. A building providing shops on the ground level and office suites above is a bookend at the western edge along Middleborough Road. Shri Heights Shopping Centre has approximately 8,000 square metres of retail and commercial floorspace of which approximately 6,000 square metres is retail floorspace. There are 32 businesses currently in the centre. The catchment area of the centre covers approximately 11,500 households in Lucknow, Lucknow East, Barabanki , & Raibareli.

2.2

Shopping Centre Mix

The range of uses in the Shri Heights Shopping Centre is illustrated in Table 1 and detailed in Appendix 1. Table 1: Breakdown of Existing Uses in the Burwood Heights Shopping Centre
Use Retail including cafes & restaurants Commercial Services Health Services Community Services Automotive petrol service station Vacant Total No. of Uses 20 6 3 2 1 0 32 % of Total 63 19 9 6 3 0 100

One of the key features of the centre is that there are no vacant premises. Retailing is the predominant business activity. The centre has 20 existing retail businesses, representing 63% of all businesses. The full-line Safeway supermarket is the anchor supported by a range of other fresh food outlets. The centre also has a newsagency with postal agency, pharmacy, florist, hairdresser, beauty shop, as well as three takeaway food outlets. There is a Chinese restaurant, but no dedicated caf. The lack of a caf culture is a significant deficiency. Shri Heights Shopping Centre performs a secondary role as a commercial services centre. The centre has six commercial service operations, representing 19% of all businesses. The centre provides core services such as a bank and postal agency. For a centre of its size, it also is well represented by financial and legal services. Shri Heights Shopping Centre has a small but important health services sector with three facilities, representing 9% of the businesses in the centre. There is a medical centre, podiatry clinic, and skin clinic. There are two premises providing community services in the Shri Heights Shopping Centre .

2.3

Role of the Centre

Shri Heights Shopping Centre functions primarily as a convenience retailing and commercial centre providing for basic shopping needs. In addition to its primary role, Shri Heights Shopping Centre performs a secondary role as a commercial, health and community services centre with a few specialist uses attracting clients from a wider area.

2.4

Image and Branding of the Centre

The current image of Shri Heights Shopping Centre is predominantly of an newfashioned centre with a friendly atmosphere. The Business Association in conjunction with the Body Corporates has developed a new logo for Shri Heights Shopping Centre. It is now important to prominently display and promote the new branding.

2.5

Current Marketing and Promotions Program

The Shri Heights Business Association currently has a marketing and promotions program funded by a small annual special rate and charge of Rs. 35,000. The Business Association and its Centre Manager organise strategic marketing through the Shri Heights community newsletter, the vertical advertising strips in two local newspapers, the community cash program and free websites for businesses through Yahoo, a new community-focused company. There is a well-established program of small promotional events and competitions. These are provided at Holi, Deewali, Id, Mothers Day, Fathers Day, AFL , and Christmas, as well as through a Winter Getaway Competition.

2.6

Current Centre Management Arrangements

The management of Shri Heights Shopping Centre is complicated with two Body Corporates (The Alliance & Body Corporate Professionals), Safeway and a Management Committee entity sharing responsibility. The Shri Heights Business Association lobbies and liaises with each of these to achieve desired outcomes. The Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. The Association executive, particularly through its President Jay Srivastava and its Centre Manager Rohit Gupta,

3.

PLANNING CONTEXT

Shri Heights Shopping Centre is classified as a Neighbourhood Centre and is a part of the broader Shri Heights Major Activity Centre. The Zone allows for a mixture of residential, commercial, retail, office and leisure uses in accordance with a Development Plan for the site. Shri Developments Pty Ltd (a subsidiary of Reading Entertainment) prepared a Development Plan that was approved by Council in 2012. Elements of the Plan are specified as follows: A new boulevard through the site to link Raibareli Road and Lucknow varanasi Highway and lined with shops, cafes and restaurants A new park with a lake in the northern residential precinct An urban plaza as a central focus, meeting place and activity space High quality buildings and a campus style setting along the lucknow- varanasi Highway Upgrade of surrounding intersections to manage traffic and new traffic signals nk A range of housing types and densities A transition of building heights towards the edges of the site A walking and cycling network Scope for public transport improvements Used of ecologically sustainable design principles in the development Urban design guidelines for future buildings

The land use mix outlined in the Development Plan is as follows Residential Commercial Retail Non-retail 700 dwellings 20,000 sq m 35,350 sq m 3,900 sq m

Cinema

3,318 seats (17 screens

Restaurant Tavern Gym Child Care & Community Centre

1,250 sq m 1,400 sq m 1,400 sq m

This is a very significant mixed use development adjacent to the Shri Heights Shopping Centre. Given its size and range of uses including a supermarket, discount department store, specialty shops and take away food outlets, it is critical for the existing Shopping Centre to continuously improve the goods and services offered as well as its appearance and management so that the centre is competitive to deal with and capitalise on the extensive Reading development. The Business Association was recently successful in lobbying the property owners and Body Corporate to undertake a Master Planning process. This is expected to commence in May 2009 and aims to develop a strategic vision of how the shopping centre could evolve over a period of time in order to remain relevant and competitive in a changing world. It will incorporate ideas about: Land use options Built form (including building heights and opportunities for building developments) Amenity (including developing a focal point for customers, frontage to Lucknow-Varanasi Hwy and the car park, undercover areas and walkway, connectivity between businesses) Lighting (car park, walkways and shop fittings) Landscaping Signage Car parking Vehicular and pedestrian traffic management (including issues with the petrol station) Possible subdivision restructuring

The information contained in the Master Plan will assist property owners in deciding how to proceed in the future.

4.

MARKET ASSESSMENT

Most Desirable Features The most desirable features of Shri Heights Shopping Centre are considered to be: The car parking arrangements (plenty of free parking) Friendly people - both shop owners and community residents Its convenience - good location at the junction of two main roads Friendly, welcoming, relaxed atmosphere Good range of basic businesses Community focus

Extent of Awareness of Centre Advertisements or Promotions, Participation in Them, and Their Perceived Effectiveness There is a high level of business awareness of the key elements in the Shri Heights Shopping Centre marketing program the strip ads in the local newspaper,Holi And Diwali promotion, the Christmas Promotion, The Mothers Day Drawing Competition, the Community Newsletter, the Winter Warmer Competition, and the Community Cash Program. By contrast, there is limited participation (less than 50% of respondents) in all of these events except the Community Newsletter. Businesses are uncertain or divided about whether these initiatives are effective or not, with the Community Newsletter being considered the most effective.

Advertising and Promotional Events The improvements considered most important by the business respondents are:

More business profiles in the local newspaper More events A festival day once a year barbeque, balloons, etc Shopping vouchers Advertising pamphlets Promotion of the key assets of the centre ease of parking and friendly shopping centre Jazz band at weekends More childrens activities More focus on key differences from major centres such as Sahara City and Sushant Golf City

Use of Shri Heights Shopping Centre Compared with Other Centres for the Purchase of Goods and Services
Shri Heights Shopping Centre is used to a significant extent for basic convenience shopping. 90% of respondents indicated that they normally use the centre to obtain their weekly groceries. Other day-to-day retail goods and services usually obtained in the centre by a high proportion of residents are vegetables (76%), newspaper/postal services (74%), deli products (69%), meat (64%), and bakery goods (64%). In contrast, less than 30% use the centre to obtain takeaway food; only 45% use the bank facilities; and less than 20% use the centre to obtain a coffee and caf or to go for lunch or dinner. The main competing centres are considered to be Sahara city and Sushant golf city The key features that residents most like about Shri Heights Shopping Centre are: Its convenience being close to home Variety of shops meeting basic needs/daily requirements Plenty of and ease of parking Availability of a major supermarket and other fresh food shops Generally good and friendly service Small businesses and small scale experience Friendly and helpful businesses Good location - easy access to Lucknow-varanasi Highway Availability of a bank

Reasons for Being Effective The key reasons given why marketing initiatives were considered effective are: Religious spirit created at the centre The strip ads are noticed, and residents really get benefits from them The marketing includes news about changes to shops, renovations in the centre, etc Shri Heights Shopping Centre Advertising and Promotion The improvements considered most important by the resident respondents are: Leaflet drops Catalogues in the mail More information on a regular basis Large notice in local newspaper Expand the Community Newsletter Reward program for regular customers Banners in the centre promoting the events Better advertising More variety in the centre before advertising Use of colour, layout and celebrities enticements that will really attract people to the events Just make the centre more attractive

5.

SWOT ANALYSIS

The key issues and opportunities for Shri Heights Shopping Centre raised through the business and resident surveys and follow-up consultations with businesses, property owners, the body corporates and Council staff are summarised in the following SWOT analysis: Strengths Plenty of free car parking Good location at the junction of two main roads Friendly, welcoming, and relaxed atmosphere Compact Good range of convenience retailing outlets meeting basic shopping needs A full line Safeway supermarket as a key magnet A neighbourhood community focus Well-established Business Association Centre Manager Special rate and charge scheme providing funds for marketing, business development and centre management Effective lobbying to affect changes with the Body Corporates .

Weaknesses Old, neglected, and tired looking Lack of ambience Limited landscaping Lack of takeaway food outlets, caf/restaurants and other retail Lack of another major anchor Lack of sheltered spaces for people to congregate Lack of centre identification signage No public toilets Poor condition of shopfronts facing both the Burwood Highway and rear car park Difficult access arrangements to the centre Petrol station creates traffic problems

Opportunities Ongoing improvements in businesses in the centre Expansion of the centre through redevelopment at the rear of the car park Greater range of convenience retailing facilities through this expansion Continuation of the special rate and charge program Ongoing engagement of a centre manager Spin-off growth as a result of the new Reading development A stronger Business Association achieving more physical improvements in the centre through negotiations with the body corporates and land owners Extension of the marketing activities Stronger connections with Whitehorse City Council Development of a Master Plan for the centre Threats Major competition from the Reading development resulting in key businesses relocating from the neighbourhood centre to the new development Competition other nearby centres such as Sahara City & Sushant Golf City. Potential loss of the supermarket Lack of engagement from or resistance to change by key Shri Heights businesses Termination of the special rate and charge scheme Reluctance by property owners to invest in improvements to the centre From this SWOT analysis, the key opportunities for the future of Shri Heights Shopping Centre are: Achieving higher standards of presentation, merchandising, and customer service in existing businesses Implementing a new brand for the precinct, getting all businesses behind the branding, and making the wider community more aware of it Continuing to organise and implement a strategic marketing program

 Facilitating improvements in the centre with the Body Corporate, Land Owners and Whitehorse Council Developing a stronger Business Association organisation Continuing to employ a centre manager on an ongoing basis

6.

STRATEGIES

An integrated set of strategies has been developed in the Business Plan to realise the vision for Shri Heights Shopping Centre. The strategies are realistic in that they reflect the relatively small budget of the Burwood Heights Business Association. It is important to tackle all aspects of the strategies in an integrated manner. Ownership of the strategies by all the key parties connected with the centre (Business Association, Body Corporates, Land Owners, Lucknow City Council) also is critical to the successful implementation of the Business Plan. The strategies encompass the following six components: Land Use Structure Business Development

6.1

Marketing and Public Relations Community Development Physical Improvements Centre Management and Communication Financial

Land Use Structure

Burwood Heights Shopping Centre is a small compact U-shaped centre with a large car park area to the south. There is a desire by businesses and property owners for the centre to be expanded to fully realise its potential as a convenience-oriented neighbourhood centre. The rear car park area is underutilised and could be used to expand the built form of the centre. The recommended strategies to deal with this issue are: Sustain the compact nature of the centre by working within its current boundaries

Encourage the redevelopment of the rear southern car parking area into a strip of retail and/or other anchor business premises that are integrated with the Safeway store and the other business premises in the existing centre

6.2

Business Development

Retaining and Improving Existing Businesses The success of Shri Heights depends to a large extent on the quality of the experiences offered to customers and clients by all of its businesses. A memorable experience in a shop or office is based on: Unique quality products or services

 Great customer service Excellent merchandising and presentation Value-added offers Superior marketing and sales promotion From our surveys and centre analysis, not all businesses in Shri Heights offer this combination. It is important, therefore, to plan for continuous upgrading, business development, and renewal of products/services, shopfronts and service. The aim is to achieve best of kind businesses in the centre. A reasonable portion of the buildings at Shri Heights Shopping Centre face both the Shri Highway and the rear car park. However, only a few businesses have frontages to both areas. The ground level premises in the centre contain a mixture of retail and non-retail uses. Some premises do not have active frontages because of limited customer traffic. This constrains the vibrancy of this shopping centre. There is a desire by businesses in the centre for these types of uses to be located in above ground premises or in other commercial precincts. The recommended strategies to address current issues and achieve excellence are: Encourage businesses to improve shop facades, signage and internal presentation to project a smarter, more lively, more pro-active, more personalised and specialised image Facilitate business networking opportunities and training programs for businesses through Whitehorse City Council and the Whitehorse Business Group to address issues such as business planning, coping with change, customer service, shop presentation, signage, and visual merchandising Continue to encourage all businesses to be open at key times to meet the needs of customers and clients. For example, encourage all food outlets to be open at lunch time Continue to encourage all shops and offices to extend and value add on the goods and services provided to identify specific extra products and services that they could provide that would fill gaps in the centre Encourage joint customer databases and cross-marketing (e.g., joint offers, exchange of promotional brochures or gift vouchers) among complementary businesses

Encourage businesses in the centre to participate in the Business Awards Recognition Program so that excellence in different types of businesses in the centre can be recognised Encourage property owners to establish only retail or other businesses with regular

customer traffic (as opposed to offices) in ground level premises so as to maintain active street frontages in the centre Encourage businesses and property owners with premises facing both the Lucknow-varanasi Highway and the rear car park to have both front and rear entrances

Improving The Business Mix by Attracting Appropriate New Businesses Consultation with businesses and residents has highlighted that there could be new types of businesses established at Shri Heights Shopping Centre. Although the centre currently has no vacancies, it is important to be pro-active about the future and consider possible businesses that would assist in achieving the recommended vision for the centre. From our analysis of the surveys and consultations, it is recommended that the following new operations be considered to strengthen the centres business mix: One or two cafes with provision for breakfast and lunch More specialist food shops e.g., a fresh fish shop, health food shop, juice bar More variety in take-away food shops including chain stores Another restaurant A household appliance repair shop Key cutting/shoe repairs Fitness centre Expanded Australia Post services

The Shri Heights Business Association should establish a pro-active process to attract these types of new businesses into centre when vacancies appear or new properties are established. The key strategies to be pursued by the Association to achieve this are: Develop a brief prospectus outlining the case for establishing the proposed new operations in the centre, indicating its primary catchment area and sociodemographic profile Directly approach the desired new types of businesses (e.g., good businesses in other centres particularly those looking to expand; new businesses looking to establish in this part of Melbourne) present them with the prospectus, and encourage them to look at Shri Heights Shopping Centre and be ready to take up any vacant premise or be part of any new development

6.3

Marketing and Public Relations

ShriHeights Shopping Centre has a good marketing and public relations program for the relatively small amount of money raised through the special rate. It is important over the next five years that ongoing small improvements are made to the program so that the centre can hold its own in the face of the new Readings development. This should encompass further implementation of the branding and strategic marketing, as well as an ongoing calendar of small promotional activities. Branding Business Association in conjunction with the body corporates has recently developed a new logo for Shri Heights Shopping Centre. It is now important to prominently display and promote the new branding. The recommended strategies are: Encourage the new branding to be used by all businesses in the centre

Develop and implement an awareness campaign about the new brand through local media promotion and other advertising such as banners placed at strategic locations in the centre as well as window decals for all shops and offices in the centre. The banners could be organised with assistance from the body corporate and/or Council. Develop merchandise (e.g., re-useable shopping bags) to promote the new brand. Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a large new sign with the Shri Heights Shopping Centre logo and slogan to be erected on the gateway building at the Lucknow-varanasi Highway .

Strategic Marketing The Shri Heights Business Association and its Centre Manager organise strategic marketing through the Shri Heights community newsletter, the vertical advertising strips in local newspapers, the community cash program and free websites for businesses through yahoo, a new community-focused company. It is important over the next five years that there is ongoing improvement in the marketing program so that the neighbourhood centre remains competitive and strong. The recommended strategies are: Continue to produce the Community Newsletter (with local business stories, profiles and advertisements) every three months and distribute it to the centres catchment area Continue to produce the advertising strips in the local newspapers with the new branding, business profiles, business directory, and centre location map

 Organise regular A4 advertising leaflet drops to households in the catchment area

Market the centre through monthly media releases to local newspapers

Continue to organise and promote the ShriHeights Community Cash Program Continue to facilitate free websites for businesses through yahoo, or if sponsorship is available, establish a distinctive Shri Heights Shopping Centre website incorporating the new branding. If a website is established, organise an email marketing program for customers in conjunction with the website. Include the calendar of small promotional events for the centre on the website. Establish cross links with the websites of individual businesses in the centre and the Whitehorse City Council website Update the existing DL business directory and centre map highlighting the new branding and diverse range of businesses in the centre. Promote and distribute the business directory to the catchment area and through all shops and offices in the centre, and encourage businesses to become familiar with it to increase customer referrals to other businesses in the centre Consider, in the longer term, a rewards program for loyal customers

Special Promotional Events There is a well-established and effective program of small promotional events and competitions that should be built on. The recommended strategies are: Continue to organise the calendar of small promotional events as follows: Month March April May June/July/August September October November December Promotional Event Holi Easter Mothers Day Competition Mansoon Getaway Fathers Day Teachers day Dashahara Deewali Christmas

Consider, in the longer term if sponsorship is obtained, organising a festival in the centre Promote the calendar of events through large posters placed at strategic points in the centre

 Ensure that any promotional performances as part of the events are strongly linked to local community groups Complement the events with give-ways and other enhancements to reinforce the brand and promotional program

Organise a few smaller activities outside the main events to make the centre appear more vibrant on weekends. These could include regular live entertainment on Saturdays, strolling bands (using students from local schools and colleges), sidewalk sales or markets on the weekends, and community days (e.g., charity day, local schools day)

6.4

Community Development

Community development is an important spin-off of the marketing and promotional strategies. S h r i H e i g h t s S h o p p i n g C e n t r e is a key community focal point. It is important to sustain connections with the community and benefits from the promotional program flow to the Shri Heights and surrounding communities. The recommended strategies are: Continue to develop, through the marketing and promotions program, Shri Heights as a key neighbourhood community hub in the City of Whitehorse

Continue to strengthen community connections and loyalty to the centre, particularly to highlight the centres point of difference as a relaxed, friendly, and intimate centre. Organise community day promotional events such as a charity day or local schools day Continue to involve local schools and other community organisations through music and dance performances, painting and sculptural displays, in the promotions program. Organise youth group activities such as talent searches, busker events and school choir performances in the centre Continue the Shri Heights Community Cash Program to provide funds for local schools and community groups and to highlight the centres commitment to assisting the local community

6.5

Physical Improvements

Physical improvements in the centre related to new signs, directory boards, cleanliness, rubbish removal, car parking, traffic management, landscaping and footpath improvements are the responsibility of the Body Corporates and to a lesser extent Council, not the Shri Heights Business Association. However, the businesses

and property owners consider that it is important to highlight a few strategies in the Business Plan related to these matters. The recommended strategies are: Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a large new sign with the Shri Heights logo and slogan to be erected on the gateway building at the Shri Highway. Facilitate directional signs to the office block at 2-8Shri Highway

Facilitate directory board signs listing all the businesses in the centre at the western and eastern ends of the centre Facilitate the establishment of a shaded landscaped area or glass atrium with an
extended footpath area in that outdoor part of the centre immediately to the east of Shops 6-11, 2-8 Shri Highway, so as to create a more effective meeting place in the centre Facilitate the repair of cement footpaths in the centre so as to make it safer for pedestrians, particularly elderly persons

Encourage the Body Corporates to provide an elevator in the office building at Lucknow-Varanasi Highway

6.6

Centre Management and Communication

This is a key priority. For the success of an ongoing business development and marketing program in Shri Heights Shopping Centre, it is critical to develop a strong business association with a professional part-time centre manager as well as very good communication processes. Shri Heights Business Association The Shri Heights Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. The recommended strategies to improve the management and communication processes of this organisation are: Continue to elect a Committee each year. Work to ensure that there is an appropriate representation on the Committee from different types of businesses in different parts of the centre Organise short bi-monthly meetings of the Committee to direct and monitor the agreed program of activities Provide Committee members with specific tasks (e.g., financial monitoring of Association expenses) to share the workload and advance the program

 Continue to ensure that businesses in the centre work together as a team by communicating with them regularly. Continue to hold at least two public meetings a year to develop an ongoing united sense of direction for the centre. This also will provide a high degree of transparency and accountability for the Shri Heights Business Associations activities. One of these meetings should be the formal Annual General Meeting (AGM) to elect the Committee for the following year. The other should be an open discussion session on the centre marketing program. Organise other informal business networking sessions at different business premises in the centre to encourage sharing of information and establishment of cross-marketing ventures Continue to prepare and distribute a short bi-monthly newsletter to keep businesses up to date with proposed new events and activities in the centre. Update the New Business Welcome Kit and distribute it to new businesses in the centre, particularly those establishing as part of any future redevelopment of the rear car park

Organise, at least on an annual basis, a resident and/or customer survey to obtain feedback on all aspects of the marketing and centre management program for the past year

Maintain regular liaison between the Association and both the Body Corporates and Council on issues such as the new Readings development as well as physical improvements, car parking, traffic management and maintenance in the centre, and establish a system of regular reporting on these matters at Association Committee meetings

Centre Manager It is imperative that the Shri Heights Business Association continue to employ a parttime centre manager working one day a week to undertake the marketing, business development and administrative tasks. The key tasks to be undertaken in this role, in conjunction with the Committee, should include: Implementation of the new brand for the Shri Heights Shopping Centre

Strategic marketing of the centre through existing (Community Newsletter, advertising strips in local newspapers, Community Cash Program and possible future (Burwood Heights Shopping Centre website) programs Organisation of a few key special promotional events and competitions during a year Regular communication with all businesses in the centre through newsletters and visits to business premises

 Maintenance of strong relationships with local community groups (schools, service clubs, sports clubs, etc) and residents so as to foster ongoing connections with the centre and develop stronger loyalty from these groups towards the centre Active discussions, in conjunction with property owners and real estate agents, to encourage appropriate new businesses to be interested in establishing in the centre, as vacancies arise or new premises are established Facilitation through the Body Corporates and Council of recommended physical improvements in the centre Development of an annual sponsorship program for centre activities

It is important that the Centre Manager continue to visit and be seen to be working with each business in the centre to keep businesses up to date with current and future activities, obtain feedback, and receive information about issues of concern. Regular contact (at least a short visit to each business once every month) and communication also are very important to engender commitment and ownership from all businesses to the marketing and business development program.

6.7

Financial Strategy

The annual costs of undertaking the proposed marketing, community and business development initiatives outlined in the Business Plan are in the order of Rs. 40,000 to Rs. 45,000 over the next five years. A general breakdown of an initial budget of Rs 40,000 is recommended as follows: Business Development Subsidy for business reviews/training programs Business networking events Marketing Branding and awareness program Media advertising (advertorials etc) Community Newsletter (four editions/yr) Special promotional events and competitions Community Cash Program Monitoring and Evaluation Customer and resident surveys Management and Communication Part time centre co-ordinator Business newsletters and other communication Public liability insurance Financial monitoring/audit General administration Rs Rs Rs Rs Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. 1,000 500 4,000 9,500 5,000 5,000 200 900 12,000 100 1,000 500 300

Total

Rs. 40,000

It is important to have an ongoing source of funding to cover the costs of the proposed initiatives. To achieve this, it is recommended that the current special rate and charge fund of Rs. 35,000 per annum be renewed for five years. The new special rate should be structured along the lines of the current rate. This involves a rate in the dollar for the properties in the designated Primary and Secondary Areas of the centre, with specified minimum and maximum charges for each area. In the first year, the total special rate should be struck at Rs. 36,000 with annual CPI adjustments for each year thereafter, as is the current practice. To enable the recommended overall budgets for the five years to be achieved, it is recommended that an annual sponsorship program be organised by the Burwood Heights Business Association to make up the difference of the funds not raised through the special rate and charge. In the first year, to achieve a budget of Rs. 40,000, it is recommended that Rs. 4,000 be raised through sponsorship. It is important to maintain a financial accountability system for the Burwood Heights Business Association. A financial report should be organised and provided to an Association Committee meeting every three months to monitor expenditure against the income achieved through the special rate or sponsorship. This report should outline expenditure against a designated budget for each project area of the Committees work. An audit of the Associations annual income and expenditure should be prepared at the end of the financial year and presented to the Associations AGM as well as to Council.

7.MONITORING AND EVALUATION PROGRAM

The degree of achievement of the actions outlined in this Business Plan will be evaluated at regular intervals throughout each financial year. Key performance indicators to be included in the evaluation are: extent of completion of projects specified in the Business Plan, on time and within budget level of business participation in activities and promotions business and customer perceptions about the success of individual promotions and advertising campaigns business perceptions about changes in the overall profile and trading performance of the centre financial accountability It is recommended that an evaluation report be prepared for the Shri Heights Business Association at the end of each financial year of the program. The report is to address the degree of compliance with the performance indicators outlined above. It is to be submitted to Council as part of the accountability requirements for the program. It

also is to be used as a basis for developing a more detailed business plan and budget for the following financial year. Suggested formats of the evaluations to assist with the monitoring of activities during the year are outlined below:

Business Participation in and Perceptions of Marketing Program

Centre Activity or Promotion Branding Level of Business Participation Not applicable Perceptions about Quality & Success Poor excellent quality Not effective to very effective Based on business Poor excellent quality survey Not effective to very effective Based on business survey Poor excellent quality Not effective to very effective for the businesses involved Based on business survey Poor excellent quality Not effective to very effective Based on business survey Not effective to very

Community Newsletter

X Businesses - % of total businesses

Newspaper advertising strips for the whole year

X Businesses - % of total businesses

Media releases and articles in local newspapers

Not applicable

Community Cash Program

Not applicable

Centre Activity or Promotion

Level of Business Participation

Website presence

X Businesses

Business Directory

X Businesses

Perceptions about Quality & Success effective Based on business survey Poor excellent quality Not effective to very effective for the businesses involved Based on business survey Poor excellent quality Not effective to very effective for the businesses involved Based on business survey

Promotional events and competitions

X Businesses

Poor excellent quality Not effective to very effective Based on business survey

Customer Responses and Perceptions of Marketing Program

Centre Activity or Promotion Customer Response Community Newsletters Awareness of the newsletters Perceptions about Quality & Success Poor excellent quality Not successful to very successful Based on customer surveys Poor excellent quality Not successful to very successful Based on customer surveys Poor excellent quality Not successful to very successful Based on customer surveys Poor excellent quality Not successful to very successful Based on customer surveys Poor excellent quality Not successful to very successful Based on customer surveys

Newspaper advertising strips for the whole year

Awareness of the advertising strips

Media releases and articles in local newspapers

Awareness of releases/articles

Community Cash Program

Awareness of program

Website presence

Number of hits

Reasons for Being Effective Christmas spirit created at the centre The strip ads are noticed, and residents really get benefits from them The marketing includes news about changes to shops, renovations in the centre, etc. Community Newsletter - just more junk mail, new presentation

Suggested Improvements in Shri Heights Shopping Centre Advertising and Promotional Events Leaflet drops Catalogues in the mail More information on a regular basis Large notice in local newspaper Expand the Community Newsletter Reward program for regular customers Banners in the centre promoting the events Better advertising More variety in the centre before advertising Use of colour, layout and celebrities enticements that will really attract people to the events Just make the centre more attractive

Business Development
Plan for continuous upgrading, business development, and renewal of products/services, shopfronts and service in all businesses Encourage businesses to improve shop facades, signage and internal presentation to project a smarter, more lively, more pro-active, more personalised and specialised image Facilitate business networking opportunities and training programs for businesses to address issues such as business planning, coping with change, customer service, shop presentation, signage, and visual merchandising Continue to encourage all businesses to be open at key times to meet the needs of customers and clients. Encourage property owners to establish only retail or other businesses with regular customer traffic (as opposed to offices) in ground level premises so as to maintain active street frontages in the centre

Encourage businesses and property owners with premises facing both the Shri Highway and the rear car park to have both front and rear entrances

Encourage the following new operations be considered to strengthen the centres business mix if any vacancies arise or new development occurs: o o o o One or two cafes with provision for breakfast and lunch More specialist food shops More variety in take-away food shops Another restaurant

Marketing and Public Relations

Burwood Heights Shopping Centre has a good marketing and public relations program for the relatively small amount of money raised through the special rate. It is important over the next five years that ongoing small improvements are made to the program so that the centre can hold its own in the face of the new Readings development. This should encompass further implementation of the branding and strategic marketing, as well as an ongoing calendar of small promotional activities. Branding The Burwood Heights Business Association in conjunction with the body corporate has developed a new logo for Burwood Heights. The logo is accompanied by a new slogan on top of the hill. It is now important to prominently display and promote the new branding. Encourage the new branding to be used by all businesses in the centre Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a large new sign with the Shri Heights Shopping Centre logo and slogan to be erected on the gateway building at the Burwood Highway - Middleborough Road corner to highlight the new brand. Facilitate directional signs to the office block at 2-8 Burwood Highway and directory board signs listing all the businesses in the centre at the western and eastern ends of the centre, all incorporating the new branding

Strategic Marketing The Shri Heights Business Association and its centre manager organise strategic marketing through the Shri Heights community newsletter, the vertical advertising strips in local newspapers, the community cash program and free websites for businesses through, a new community-focused company. It is important over the next five years that there is ongoing improvement in the marketing program so that the neighbourhood centre remains competitive and strong. Continue to produce the Community Newsletter (with local business stories, profiles and advertisements) every three months and distribute it to the centres primary catchment area Continue to produce the advertising strips in the local newspapers with the new branding, business profiles, business directory, and centre location map Continue to organise and promote the Burwood Heights Community Cash Program Establish a distinctive Burwood Heights Neighbourhood Centre website incorporating the new branding. Develop a business directory Consider, in the longer term, a rewards program for loyal customers

Special Promotional Events There is a well-established and effective program of small promotional events and competitions that should be built on. Continue to organise the calendar of small promotional events as follows: Easter Mothers Day Competition Winter Getaway Fathers day Christmas Consider organising a festival in the centre

Community Development
Community development is an important spin-off of the marketing and promotional strategies. Continue to develop, through the marketing and promotions program, Shri Heights as a key neighbourhood community hub in the City of Whitehorse Continue to strengthen community connections and loyalty to the centre, particularly to highlight the centres point of difference as a relaxed, friendly, and intimate centre. Continue to involve local schools and other community organisations in the promotions program. Continue the Shri Heights Community Cash Program to provide funds for local

schools and community groups and to highlight the centres commitment to assisting the local community

Physical Improvements
Physical improvements in the centre related to new signs, directory boards, cleanliness, rubbish removal, car parking, traffic management, landscaping and footpath improvements are the responsibility of the Body Corporates and to a lesser extent Council, not the ShriHeights Business Association. However, the businesses and property owners consider that it is important to highlight a few strategies in the Business Plan related to these matters. Facilitate, with the assistance of the Body Corporates, Council and/or sponsors, a large new sign with the Shri Heights logo and slogan to be erected on the gateway building at the Lucknoe-Varanasi Highway. Facilitate directional signs to the office block at Highway Facilitate directory board signs listing all the businesses in the centre at the western and eastern ends of the centre Facilitate the establishment of a glass atrium or a shaded landscaped area with an extended footpath area in that outdoor part of the centre immediately to the east of Shops 6-11, 2-8 Lucknow-Varanasi Highway, so as to create a more effective meeting place in the centre The Shri Heights Business Association is a longstanding incorporated body that has been organised to be representative of all businesses in the centre. A Committee is elected each year, but generally does not meet as a group. Continue to elect a Committee each year. Continue to ensure that businesses in the centre work together as a team by communicating with them regularly. Organise o Facilitate the repair of cement footpaths in the centre so as to make it safer for pedestrians, particularly elderly persons Encourage the Body Corporates to provide an elevator in the office building at 28 Lucknow-VaranasiHighway

Centre Management and Communication

Shri Heights Business Association their informal business networking sessions Continue to distribute a short bi-monthly newsletter to keep businesses up to date with proposed new events and activities in the centre. Maintain regular liaison between the Association and both the Body Corporates and Council on issues such as the new Readings development as well as physical improvements, car parking, traffic management and maintenance in the centre Centre Manager Continue to employ a part-time centre manager working one day a week to undertake the marketing, business development and administrative tasks.

Financial Strategy
Renew the current special rate and charge fund for five years, commencing on 1 September 2009. Structure the new special rate along the lines of the current rate. This involves a rate in the dollar for the properties in the designated Primary and Secondary Areas of the centre, with specified minimum and maximum charges for each area. In the first year, strike the total special rate at Rs. 36,000 with annual CPI adjustments for each year thereafter, as is the current practice. Consider an annual sponsorship program to extend the special rate funds

Attachment E
Burwood Heights Shopping Centre Proposed Budget
INCOME Special Rate, Whitehorse City Council Sponsorship TOTAL INCOME EXPENSES Business Development Subsidy for business reviews/training programs Business networking events Marketing Branding and awareness program Media advertising (advertorials etc) Community Newsletter (four editions/yr) Special promotional events and competitions Community Cash Program Monitoring and Evaluation Customer and resident surveys Management and Communication Part time centre co-ordinator Business newsletters and other communication Public liability insurance Financial monitoring/audit General administration TOTAL EXPENSES
$1,000

Rs.36,00 Rs.4,000 0 Rs.40,00 0

Rs.500 Rs.4,000 Rs.9,500 Rs.5,000 Rs.5,000 Rs.200

Rs.900 Rs.12,00 Rs.100 0 Rs.1,000 Rs.500 Rs.300 Rs.40,00 0