New Business Concept Feedback please ???

[52andblue]

I want to start a wellness / (secular) retreat type business on a UK scenic island (X).

It would offer a long weekend / midweek residential course (2 short days and 2 full days) inc all vegetarian meals and simple accom offering Mindfulnessness, Yoga, Mediation, Groupwork (typically 2 x 90 min slots per day over 2 days and 1 each arrival /dep day) & plenty of stunning walks and log fires in Library available to fill 'free time'.

What would you call it?

'X' Wellness Centre (but doesn't mention the residential bit?)
'X Retreat Centre' (but sounds poss religious which it isn't)?
I think I need the X bit in the name but am not sure about the rest?
'X rest and retreat Centre' (does that sound like detox?)

Also, what would you want to pay for such a mini break, please?
I'm aiming for around £600 but not sure if that is too steep as
the accom will be smallish simple twin bedded rooms with basic ensuite. Food simple communal Vegetarian stuff. Local Yogi's etc
But, a beautiful spot & small groups only (max of 12) so hopefully homely & friendly and somewhere to return to again and again?
would you prefer an all in price, so, say £600?
or say, course inc food £300, accom £300?
(not many other places to stay locally however)

I appreciate that Covid -19 has really dented the hospitality industry this year and that people might be trying to jump on the 'mindfulness' bandwagon but I came up with this idea before lockdown (it's been delayed) and am still wanting to pursue it as I hope it's something that is wanted and needed - an experience of peace in a busy world?

anyone out there ? :)

So first thing for me is value for money
Guided meditation and groupwork- is this by a qualified person? Why is this different from what I can get on my calm/headspace app?
If i was paying for someone to guide me in meditation or mindfulness i would expect a 121 consultation on what are my aims and not a one size fits all approach as everyones needs are different

Scentic walks and library are not a USP

If I was going on a retreat I would want to feel in the upmost calm serentity and people who pay for it i dont think they want basic rooms with basic ensuite. Would they share with stragers?

Why vegetarian food just put of curiosity. Is it cooked by a chef? Nutritionally balanced?

Is it purely an "escape" or is there a purpose?

Whats your USP and who are your target market?

@MoonBase10

Yes, all course input would be by qualified practitioners brought in.
121 consultations would be available at extra cost
No, people would not have to share with strangers, they could choose a single room rate or go with a friend and pay a cheaper twin rate.
Food would be vegetarian with meat products (cooked separately) avail, ie portion of sausages or a small steak, professionally cooked.

Purpose of the escape is an introductory F2F experience with experienced practitioners of mindfulness / meditation / yoga.

I looked for something like this years ago when I was young, free and single and wanting a bit of a retreat that wasn't a spa. I couldn't find anything UK based so I think you're onto a winner. The cost sounds reasonable too.

I would like it as a break away from everyday life. So, yes, you can do yoga, meditation, etc on an app at home, but then you’re back to usual home life (kids, cooking, work, etc).

I would use your retreat to get away from it all and have some really good downtime with guided sessions and relaxation in between.

I wouldn’t mind basic accommodation as long as it’s comfortable and I don’t have to share - also love the idea of someone cooking veggie food for me every day.

I would rather pay an all in price for food, accom and courses. I’m not sure about price - what do comparable places charge?

I would rather pay more for more luxury. Nice themed rooms, natural materials. Daily cucumber water. Still that simplicity and escape but not sparse.

Definitely all inclusive rate.

A family member does a few buddist retreats and I feel this is a similar offering.

I really really liked the Rest & Retreat centre.

THANK YOU this all sounds very positive...

So course cost of £300 including all food, soft drinks, journal materials, coffee etc.

each room is twin bedded and costs £150 per person for the 3 nights based on 2 friends choosing to share (ie £50 per person per night)

sole occupancy is £75 per night total (£225) for the duration of the course (3 nights)

I'd prefer people to want to come in pairs as not only am I losing £75 on the full occupancy room rate but I'm losing that potential £300 course fee that the empty single bed isn't purchasing

or is that crazy

thinking out loud here... :)

I wonder how to tell if it will mostly be singles or mostly pairs of pals?

Do a Monkey Survey rhing and post it in chat. Everyone loves those.

Rest and Retreat gets my vote too with sub messaging about it being residential but not that word- reminds me of school trips!
Basic room can mean a lot. Comfy beds and blankets/ throws in a clean simple setting yes- bunk house? No. Simple en-suite can feel lovely but be simple if it's nice.
Veggie food yes from me if it's interesting. I'd be loathe to pay and receive a chickpea curry (local pub looking at you here £12.95 my arse!) when I consider that a mid week easy meal.
Simple soothing decor that you describe as that rather than basic - nobody wants to feel punished!

@BlueBirdGreenFence

Oooh - how do I do a monkey survey thing please (green...)

Look at the business model of companies who already do weekends for fitness. Bootcamps in the Cotswolds, Fitness Fiesta at the coast etc. They share the same challenge of targeting new customers and filling weekends so that it isn't running at a loss. They do it through early booking rates and last minute discounts through bigger apps, such as Groupon. You can upsell with optional therapies, such as reflexology and massage by a local therapist, for which you take a cut.
Building a community first through apps like Meetup will help. You may be able to collaborate with some of Meetup's existing groups.

Another vote here for Rest and Retreat.

Simple/basic accom is fine for me as long as it's spotlessly clean. Pp preferred paying more for extra comfort and I like that idea too - looking ahead, maybe you could upgrade rooms one at a time? I'd definitely be a single - I can't think of any of my friends who'd be interested and I wouldn't want to share with a stranger.

I think your costs are very reasonable. If you're charging £50 per person/night sharing, then personally I'd be prepared to pay £100 per night as sole occupant and would still be happy with the price.

This would be something that appeals to me far more than a spa weekend. Hope it works out well for you OP!

I have no idea 😂 But apparently they're easy if you look on there website.

I would likely come alone too - even if I came with a friend I wouldn’t want to share. I wouldn’t mind sharing a bathroom though.

What do other retreats do in terms of single/double rooms?

Hi OP,

Sounds great.

Have you done an analysis of your target guest, your competition, what makes your idea special, what your costs will be and what your income needs to be to break even, etc?

It's a really helpful process to go through.

Google 'business model canvas' as a starter for ten - there are loads of guides to work you through it and it will bring up lots of thoughts & insight.

For your brand name I would include one unusual word too. If it is solely rest/retreat/relax type words, it won't be good for searching on Google. Obviously those words come up for lots of things.

Thank you all.

yes, I have the location word in the title which is unusual.

I have till 9am Monday to finish my Plan. Eeek...

I have my break even figures, my capital investment costs and my 1st 3 years projected profit and loss now, so making some progress.

it's just the market -
It's not a B&B, not a boutique hotel, not a religious retreat, not a spa.
I seem to be defining it more by what it's not that what it is :/

Hmmm.

wondering if 'rest and retreat' sounds like you must be unwell to go?

'(X island) Natural Retreats'?

'(X island) Holistic Retreats'?