Making competition il tirrelevant · Rally Bab Marrakech Caravan Bab Marrakech Desert nights. Town...

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

Th k !!Thank you!!Bordas@thr esBordas@thr.es

October 2011

The magic & the logic of g g

Making competitioni l tirrelevant

October 2011