Embed Size (px)
Citation preview
The magic & the logic of g g
Making competitioni l tirrelevant
October 2011
ROE
+120%
+40%
-15%2
Resort's Development Profit Formula
Profitformula
A
Profitformula
BItem A700400
B1000500
Item1. Revenue2 Costs 400
300500500
2. Costs3. Profits
100 300Financing
Buyers100200
100100
y Debt Equity
150% 500%
3
Return on equity
Today’s take outs
A new Adopted by Practicalparadigm on resort
Adopted by leading players
Practical, easy to
implementdesign players implement
5
Europe America
AsiaMiddle East and Africa
30 resorts in 4 Continents
Some clients
7
Etc.
Latest DRF Resorts (4G)
Villa PereliaVilla Perelia Happy DolphinHappy DolphinTouaregTouareg
Pasman IslandLife as it should bePasman Island
Life as it should beOdissey
In search of happinessOdissey
In search of happinessIsla Canela
World of horsesIsla Canela
World of horses8
3 Big lessons learned
9
Lesson 1: DifferentiatorsDifferentiators
10
Lesson 2:Lesson 2: High ROI
Business ModelBusiness Model
11
The resort’s business model
Revenue streams
TargetCustomer
ValueP itiProposition
Communi-cation &
Key activities &
salesressources
12
Operation costs
Lesson 3: Blue Ocean strategyLesson 3: Blue Ocean strategy
13
The Blue Ocean Business Model
TargetCustomer
ValuePropositionProposition
Communi-cation &
Key activities &
salesressources
14
The Blue Ocean Business Model
TargetCustomer
ValueProposition
Communi-cation &
Key activities &
salesressources
15
Dream clients for Dream Resorts
EMOTIONALSOCIETY’s progression
ECONOMIC VALUE’s
“DREAM SOCIETY”EMOTIONAL
SOCIETY EXPERIENCESprogression VALUE s progression
INFORMATIONSOCIETY SERVICES20
years
INDUSTRIAL SOCIETY PRODUCTS150 years
100,000 years
AGRICULTURAL SOCIETY “COMMODITIES”
16
Market segments (1)
Adventure Sports Nature
17
Who I am “Masstige”New luxury
Market segments (2)
Peace of mind Good life Wellness
18
Hyper-tourism FunlearningCauses
The Blue Ocean Business Model
TargetCustomer
ValuePropositionProposition
Communi-cation &
Key activities &
salesressources
19
The value design process
1 2 31Vision
2 Software
3The stage
20
The value design process
1 2 31Vision
2 Software
3The stage
21
Vision, guidingVision, guiding principles &
diff ti tdifferentiators
22
4 principles will guide all our decissionsLavender
resort
Sense of Integration of Experiential LifestyleSense of luxury
Integration of nature
Experiential system
Lifestyle community
23
’Resort’s StorylineStoryline
24
Ingredients for our storyLavender
resort
Legacy for our grand children
Ultimate Mediterranean
retreat“Natural” characterretreat
25
The value design process
1 2 31Vision
2 Software
3The stage
26
Some Experiences
Academy of Traditional Living
Mediterranean wellness centre Open air cinema
27
Rally Bab Marrakech Caravan Bab Marrakech Desert nights
Town CenterLavender
resort
28
The value design process
1 2 31Vision
2 Software
3The stage
29
Charrette: an interactive process
b. Envisioning
d. Preliminary Master Plan
f. Feedback implementation
31
The Site is the Star of the Show
32
Lavender resort
33
Lavender resort
34
Lavender resort
35
Lavender resort
36
Lavender resort
37
Lavender resort
38
Lavender resort
39
Each resort mustEach resort musthave its ownhave its ownarchitecturearchitecture
40
41
The Clubhouse
42
43
44
14.1
14 214.2
45
ELEVATIONSRepresentations of the architectural objects in two dimensions.
SECTIONS“Cuts” along and across the land or through
i b ildirepresentative buildings
PERSPECTIVESImages illustrating theillustrating the resort in three dimensions
46
The Blue Ocean Business Model
TargetCustomer
ValuePropositionProposition
Communi-cation &
Key activities &
salesressources
47
Resort ManagementManagement
Agency
48
Chief Experiences OfficerOfficer
49
The Blue Ocean Business Model
TargetCustomer
ValuePropositionProposition
Communi-cation &
Key activities &
salesressources
50
Lavender resort
160 Sales distribution…
46120 110
124
96
46
46
46 27 80 64 63
64 64 32
46
23
46
23
40 40 3 23 23
-2012 2013 2014 2015 2016
Phase 1 Phase 2 Phase 3 Phase 4
51
1 t f 100 fi t t t ill b t1 out of 100 first contacts will buy a property
nce*
100
et A
udie
n
targ
et**
Firs
tnt
acts
Firs
tnt
acts
15
Targ
Net
Fco
nFco
n
Hot
co
ntac
tsH
ot
cont
acts
On-siteOn-site
4
11.Gross
cc inspectioninspection SalesSalesfactor
52
To generate 457 sales we need to communicate with an audience of 1 5 Mio
Lavender resort
AUDIENCE FIRST CONTACTS
HOT CONTACTS
ON-SITE INSPECTIONS SALES
with an audience of 1,5 Mio…
London325.999 16.862 2.529 632
190
Frankfurt305.253 11.849 1.777 444
135305.253 11.849 1.777 444
Munich223.072 8.659 1.299 325
100
Zagreb94.932 4.102 615 154
50
B li 50Berlin105.675 4.102 615 154
50
Cologne117.397 4.557 684 171
55
Sttutgart93.928 3.646 547 137
45
Vienna129.144 5.013 752 188
60
Moscow130.820 3.190 479 120
35
53
The marketing machine: 14 tools
Lavender resort
PUBLICITYPUBLICITY
ADVERTISING IN SELECTED MAGAZINES
ADVERTISING IN SELECTED MAGAZINES
1
2
g
SELECTED MAGAZINESSELECTED MAGAZINES
FAIRSFAIRS
ONLINE MARKETINGONLINE MARKETING
2
3
411
RECOMMENDA-TION
PROGRAM
RECOMMENDA-TION
PROGRAM
WEBSITEWEBSITE
TIO
NS
TIO
NS5
1211
POTENTIAL MARKET
POTENTIAL MARKET
LavenderRESORTLavenderRESORT
PROGRAMPROGRAM
SALES FORCE TEAM
SALES FORCE TEAM
ON
-SIT
E IN
SPEC
TO
N-S
ITE
INSP
ECT
OW
NER
SO
WN
ERS
6
7
DIRECT DIRECT
REAL ESTATE AGENT IN ORIGIN
REAL ESTATE AGENT IN ORIGIN
8
CRMCRM
MARKET RESEARCHMARKET RESEARCH 1314
NIKKI BEACH CHANNELS
NIKKI BEACH CHANNELS
MARKETINGMARKETINGMARKETING
COLLATERALSMARKETING
COLLATERALS
8
910
54
Lavender resort
Two-day inspection program
DAY 1 DAY 2EMOTIONAL INTENSITY
DAY 1 DAY 2
19 h….
13-16 h. 17-19 h. Dinner in Hvar 9-13 h 13-15 h 15-19 h+
10-12 h. 12-13 h.
Beach excursion
Resort tour / visit to
modelunits
Personal meeting / Optionalactivities
Cocktailwith
currentowners
Personal meeting / Optionalactivities
Cultural visit SailingCultural visitto Sucuraj trip +
lunch20 h.
9-10 h
Sunsetexp. 21 h…
Welcoi Private-ming
coffee
Privatedinner
Call to Call to actionSTAR
-Call to
adventureCall to actionMOMENT
55
Example of on-site inspections accomodations facilities
Lavender resort
Example of on-site inspections accomodations facilities
56
SSummary
57
1. Target the
DreamDream Society
58
2.Focus on a
small group ofsmall group of markets
59
33. Generate “scarcity”
60
4. Develop a
good stronggood strong “story”
61
5. Develop aDevelop a fascinating system of
experiencesexperiences
62
66. Create the
right “stage”
63
77. Enrol a first class “CEO”
64
8.Never forget: people buypeople buy happiness
65
9.People, peoplepeople,people
66
The magic & the logic of g g
Making competitioni l tirrelevant
October 2011
