Car Storage, Motoring Club in Hakone, Japan
1. Executive Summary
- Business Name: Leyton House – Hakone
- Location: Hakone Sengokuhara / Kanagawa, Japan
- Business Concept: A premium car storage service with an exclusive car club that includes a members-only lounge and remote work facilities, designed for car enthusiasts and travelers in Hakone and neighboring communities.
- Mission Statement: To provide vehicle storage and licensing and clubhouse for car enthusiasts, combining accessibility, community, and amenities in a scenic setting.
2. Market Analysis
- Target Market:
- Local Car Owners: Hakone or Tokyo resident car enthusiasts requiring secure storage and a social club.
- Foreign Car Owners: Car enthusiasts residing outside Japan who require storage for a Japan-owned vehicle, and a social club/work remote facilities allowing them more freedom to enjoy their hobby and network.
- Car Enthusiasts: Those passionate about cars and seeking a like-minded community whether they are on holiday or live in Japan.
- Remote Professionals: Executives, entrepreneurs, and digital nomads who require remote work facilities in a premium environment.
- Luxury Travelers: Visitors to Fuji / Izu / Hakone interested in exclusive experiences and convenient workspaces.
- Market Trends:
- Increased demand for hybrid work environments that combine leisure and productivity.
- Growing interest in automotive lifestyle, exclusive car clubs, and Japanese car culture.
- A rise in demand for lifestyle-centric amenities, such as private lounges and social spaces.
3. Services Offered
- Car Storage:
- Storage Facility: Climate-controlled and secure storage with advanced surveillance, access control, and maintenance services.
- Membership Tiers:
- Basic Tier: Secure storage and basic maintenance.
- Premium Tier: Full maintenance, detailing, and regular performance checks.
- VIP Tier: Priority access, personalized services, and exclusive event invitations.
- Car Club:
- Exclusive Membership: Access to private events, social gatherings, and curated automotive experiences.
- Events and Activities: Regular drives, track days, car exhibitions, and networking opportunities.
- Partner Benefits: Discounts on storage, and access to exclusive offers from local brands, hotels, onsen, and restaurants.
- Members-Only Lounge:
- Atmosphere: A sophisticated, relaxed environment designed for socializing, networking, and unwinding.
- Beverage Offerings: Various cafe beverages including Western and Japanese tea, and high-quality coffee, along with a curated selection of local Japanese alcohol, wine, spirits, and craft cocktails.
- Exclusive Events: Themed nights, and private gatherings.
- Remote Work Facilities:
- Workspace Design: Comfortable, high-tech workstations with high-speed internet, private meeting rooms, scenic views, and car themes.
- Amenities: Complimentary basic coffee, light snacks, and access to all club facilities during work hours.
- Work-Life Balance: Designed to seamlessly blend work with leisure, allowing members to enjoy the lounge, car club events, work facilities, and relaxation spaces.
4. Operations Plan
- Location and Facilities:
- Primary Location: Central Hakone with easy access to major roads and tourist destinations.
- Storage Facility: A secure, climate-controlled facility with easy access for members.
- Club Facilities: A clubhouse featuring a members-only lounge, remote workstations, and social spaces.
- Staffing:
- Management Team: Experts in automotive, hospitality, and coworking spaces.
- Operational Staff: Security, maintenance, bartenders/baristas, work support staff, and customer service.
- Technology and Systems:
- Membership Management: An online platform and mobile application for managing memberships, bookings, and access to storage and workspaces.
- Security Systems: CCTV, access control, and alarm systems for the storage facility and club.
- Workspace Technology: High-speed internet, video conferencing tools, and secure IT infrastructure.
5. Marketing and Sales Strategy
- Brand Positioning: Establish the business as a premier destination for car enthusiasts and remote professionals near Hakone, blending luxury, community, and productivity.
- Digital Marketing:
- Website and SEO: A professional website optimized for search engines, highlighting the unique blend of car storage, social club, and remote work facilities.
- Social Media: Targeted campaigns on platforms like Instagram, LinkedIn, and Facebook to attract car enthusiasts, luxury travelers, and remote workers.
- Partnerships:
- Collaborate with luxury hotels, travel agencies, and business hubs to attract high-end clients.
- Partner with automotive brands, dealerships, coworking spaces, and car clubs for joint promotions and events.
- Events and Promotions:
- Host launch events, open houses, and exclusive previews for potential members and partners.
- Offer introductory discounts, special packages, and trial memberships for early adopters.
6. Financial Plan
- Revenue Streams:
- Membership fees (annual)
- Storage fees (monthly/annual)
- Lounge revenue (drink sales, private events)
- Remote work facilities (day passes, monthly packages)
- Event fees (for special events, drives, and social gatherings)
- Additional services (detailing, maintenance, etc.)
- Initial Investment:
- Property acquisition/lease for storage and club facilities.
- Facility setup including bar, workspaces, and security systems.
- Technology setup including website, booking systems, and IT infrastructure for remote workspaces.
- Marketing and promotional activities.
- Financial Projections:
- Detailed financial forecasts for the first 3-5 years, including revenue, expenses, and profit margins.
- Break-even analysis and expected time to profitability.
- Funding Requirements:
- Overview of initial funding needs, including potential sources such as loans or investors.
7. Legal and Compliance
- Regulatory Requirements: Compliance with Japanese business laws, including storage facility regulations, club operation standards, bar licensing, and coworking space regulations.
- Insurance: Comprehensive coverage for vehicles, storage facilities, liability, and club operations.
- Environmental Impact: Sustainable practices, including eco-friendly storage solutions and green certifications for the facility.
8. Risk Management
- Market Risks: Economic fluctuations, shifting tourism trends, competitive pressures, Lock Down 2.0™.
- Operational Risks: Security breaches, vehicle damage, staffing challenges, and maintaining lounge and workspace quality.
- Mitigation Strategies: Diversification of services, rigorous security protocols, regular maintenance, and high service standards.
9. Conclusion
- Long-Term Vision: To establish Leyton House as the premier car enthusiast club in Hakone, blending car storage, social club amenities, a members-only lounge, and remote work facilities into a seamless experience.
- Next Steps: Secure initial funding, finalize location and facility plans, initiate marketing campaigns, and prepare for a grand opening.
