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Critical Success Factors (CSF) are, for any business, a limited number of areas where results, if satisfactory, will ensure that the company performs competitively. CSFs are specific to each business and management structure and reflect preferences regarding key variables at a given time. If results in these areas are poor, then organizational efforts to undertake plans, achieve goals and create strategies will be less than desirable.
For our type of business, the top nine critical success factors are:
Our sales are constant and dynamic. Thanks to the various outlets that we offer our guests, there are always possibilities to sell a wide range of commodities, from music and clothes to food and beverage.
Our permanent upselling techniques and implementation of new menus make consuming products easy for a guest, and we always aim to always provide excellent and efficient service.
Average cost of sales and gross operational profit (GOP)
The average ratio for our food and beverage (F&B) direct costs is 26% (including pool amenities and staff food and drinks). Our GOP goes up to 43% in peak periods. In a consolidated year our average is 30%.
Please note that 20% of our income normally comes from our sunbed hire. The average percentage cost of sales for one sunbed in Palma is 12%, which varies lightly when compared with other units.
Our human resources department constantly receives curriculum vitae and we select candidates based on our F.A.S.T. & C.H.I.C standards. After applying this filter, we contemplate possible candidates based on their ability to relocate, languages, and skills. They are then trained by our own team and each department has their training adapted accordingly. They are then sent to different places depending on the needs of each location. We are then able to open an establishment using a fully trained team in the specific location.
Our brand is already well- known across the globe, meaning we have already taken a big step in regards to market penetration. Our pre-opening activities, in marketing terms, are always linked to local PR agencies and in addition we promote the new destination with clear messages that create a lot of expectation. The pre-opening strategy is crucial for reaching targets. Our massive database sends a newsletter to each contact informing them about the new Purobeach. The same applies for the contacts on each of our agency’s databases.
Customer retention rate and loyalty
Our day to day is dedicated to our guests and their experiences.
What we offer in our outlets is simple but at the same seductive, creating a fantastic reason for returning to Purobeach, and as such our efforts needs to be focused on the human touch.
Guest CRM (customer relationship management), via our software provides feedback making clients feel like they are more than just guests. We care and we can prove it.
Production error rate
Due to our experience from mistakes made in the past, we know what we should do in order to avoid losses from day one. Badly organised staff, inefficient systems, no-par stock or no purchase control, incorrect maintenance… these are all things that need to be addressed, be aware of, and controlled in a business. Changes in what we offer are always tested out in our main office prior to sending out the newest products and commodities for the upcoming season, and the costs, elaboration and viability are always taken into account.
Our corporate structure means that the GM of each centre controls and delegates power.
During the season we prefer to have a strong, efficient and well-paid team that already know the outlet’s operations. Long-term seasonal staff are always far more effective than a short-term staff as they already have ethics and respect as their base.
Apart from being a "sine qua non" condition for the perfect function of a day to day operation, the software and systems in each section need to be understood and correctly used by all our operational staff. Having the correct software makes you faster and more competitive. All IT systems are installed in less than 45 days, software, hardware and training inclusive.
Our image should always be linked to purity in every aspect of our business. The head office must always give its approval before any decisions are made as it is very important to protect the brand’s image.
Our marketing actions are extremely important and are continuous activities that are fixed within a yearly timeline. At the end of each season, preparation beings once again within in different areas including: themed events, collaborations, opening parties and releases.
Actions taken in all of our locations have helped spread the Puro factor across the globe and this also helps to cross sell all of our products.
The best, and most efficient marketing tool is our music, which thanks to our physical, digital and radio distributions, reaches more than 90 countries
The first message to be sent to all of our teams around the world is; “we are all PR, we are all ambassadors”.
PR Agencies, located in the world’s major cities, will help our pre-opening and yearly activities.
If you would like to receive more information about our franchise or management models, please send us an email and we will be happy to help.