COMPANY: Rewrite

Reasons for choosing rewrite section:

1.    I received meaningful feedback on this section

2.    It is important that I pay close attention to how this section in described since the product/service mix will be the core of the venture

3.    Differentiation can be achieved through product service mix and as such it is important to refine this section.  Thus, I provided a differentiation matrix of the product service mix in the rewrite.

4.    I provided additional explanation in the rewrite. 

Revision

Product Service Differentiation Matrix

Product & Services	Typical Extended Stay	Typical Boutique Style	Proposed Venture
Business Center	No	Yes	Yes
Concierge Services	No	Yes	Yes
In-room Dining	No	Yes	Yes
On premise Laundry	Yes	No	Yes
Full Service Spa & Fitness facilities	No	Sometimes	Yes
Full Service restaurant	No	Sometimes	Yes
Meeting Space	No	Sometimes	Yes
Outdoor Pool	Sometimes	Sometimes	Yes

Food & Beverage and other outlets

The property will have a small market/sundry shop located adjacent to the front desk/registration area. The provision of this service differentiates it from typical extended stay properties, many of which do not offer such services.  The property will also include a bar in the lounge area of the lobby that consists of 10 bar stools along with 50 seats. This area will be utilized as a social gathering space.  The bar will be positioned to appeal to guests and their associates. Again, such services are often missing from typical extended stay hotels.  The bar, restaurant, business center and sundry will be outsourced to appropriate vendors that fits the theme and concept of the hotel.  Specifically, as it relates to food and beverage service, emphasis will be placed on selecting food-service providers or restaurant operator that will prepare contemporary fusion menus that incorporates the burgeoning principles of culinary sustainability.  Furthermore, the selected food service provider must be willing to prepare customized meals specifically prepared for clients.  This specialized detail to the food service function will differentiate the concept from existing boutique and extended stay concepts. 

Meeting Space

Since a significant percentage of the hotel’s demand will comprise guests in entertainment industry and corporate personnel, the hotel will include meeting space in the following configuration: a total of 2,400 sq. ft. of available indoor meeting space, dividable into 3 separate rooms, each of which can be converted into a movie theater.   

Operations Strategy

The hotel will be responsible for providing and managing all guest rooming and rooming functions of the guest cycle.  However, the food and beverage functions including managing of the events space (meeting rooms) and spa will be leased to vendors.  Outsourcing these services will reduce the hotel’s operating expenses while allowing the hotel to receive a steady stream of rental/lease income.  Companies that lease the hotel’s space will be required to work closely with the hotel to ensure that service standards are maintained.  In addition, they will be required to provide services to the hotel at cost plus five percent.