1. Discuss what type of venture you are creating and why.
Proprie Chamaeleo will be organized as a partnership and will be located in the Atlanta suburb of Smyrna, Cobb County, GA. It is hoped that full operations will commence in the summer of 2018. Proprie Chamaeleo will be a hybrid between a boutique style hotel that offers extended stay services and features. Extended stay guests are guests who stay in hotels for periods of seven days or more. The hotel will be operational year round, and will not be affected by seasonal fluctuations. The company is currently in the opportunity identification and concept development stage.
Proprie Chamaeleo (Elegant Chameleon) will provide customers a unique signature experience since it will offer extended stay guests the ability to personalize their living spaces and make it truly a “home” away from home. Existing hotels lack the ability for guests to impact, influence or personalize the guestroom or living space. Instead, guests typically reserve and stay in “cookie-cutter”, one style fits all guestrooms. These guestrooms are usually similar in size, décor and ambiance. The idea for the concept grew of the trend of travelers seeking unique residential platforms when they travel, especially when they travel away from home for extended periods. Supporting facilities and services such as spa and restaurants will capitalize on the trend of travelers increasing focus on wellness.
The name of the concept Proprie Chamaeleo suggests that like a chameleon guests will have the ability to “blend” into their living space through customization and personalization of their living space, the guestroom. As such, the hotel will provide guests with the option of selecting from four design and color themes for their guest room prior to arrival. Based on guests’ requests, appropriate furniture, linen, lighting, drapery, fixtures and other interior design features will be used to convey requested themes. As such, the key elements of the customization will be the color selection of the various types of linens, terry, drapes and lighting. Three-dimensional images of living spaces will be submitted via text message or e-mail to guests for approval prior to arrival. Once approved, the reservation will be confirmed. Guaranteed personalized guestroom request will be for reservations made at least two days prior to arrival.
2. Discuss any opportunities for the expansion of the product line or the development of related products or services.
Once the concept is developed in Atlanta, GA, the concept will be expanded to other cities in the United States, primarily in the Northeastern section of the country. The concept will be expanded via a franchise system.
Discuss how quickly you intend to grow and why. Where will your firm be in five years (geographic scope, markets entered, number of locations, expansion of product mix).
Given the exclusivity of the concept, the venture will expand via a slow growth process. As such, once the concept is refined in Atlanta, it is anticipated that the concept will expand and grow by approximately three to five hotels each year. As noted earlier, the hotels will be located in major US Metropolitan, specifically in the Northeastern region. Thus, within five years of opening, it is anticipated that the venture will grow by two to three additional units.
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