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dd’’EssenceEssenceHOSPITALITY ADVISORY SERVICES

About

• D’Essence Hospitality is Boutique Management Consulting firm based in Mumbai which provides

specialty consulting services for hotel operators, builders and investors

• The Hospitality Division of D’Essence Consulting is backed by over 14 years of expertise coupled

with a vibrant workforce

• D’Essence Hospitality is a professional services firm catering to the entire spectrum of hospitality

industry

• We believe in customizing every deliverable after a deep understanding of the client, profound

domain knowledge and a thorough understanding of the micro and macro environment.

About

• We have worked on a wide range of hospitality projects with focused efforts on

⎯ Domain Reports

⎯ Feasibility Studies

⎯ Concept Designing

⎯ Customer ProfilingFeasibility Studies

⎯ Financial Analysis

Customer Profiling

⎯ Joint Ventures & Management Contracts

Our client base comprises of:

Large Real Estate Players in Global Hospitality market

National & International Hotel Chains in the 4 and 5 Star Category

Standalone Boutique Hotels & Resortsq

Branded Hotel Operators

Recreational Club Owners and Operators

Domain ExpertiseConsulting &

Talent Search

ProfessionalsTravel & TradeOperatorsBuildersInvestors

• Hotel Chains across categories• High-end Service apartments

QSRs

• Gaming and Leisure Park Developers/Owners• Aircrafts / Yachts Rental Companies

Aviation Companies• QSRs• Cruises• Flight Catering• Facility Management Companies

• Aviation Companies• Venture Funds• Property Funds• REITS

Talent search for key leadership positions across above mentioned verticals

Eco-System

“Our strong network of relationships enables us to provide you with best market access, and growth options”

Associations• Tourism Boards• Trade Associations• International Network

Finance• Private Equity

Funds/Venture Capitalists• Investment Banks

Hospitality• Hotel Operators• Real Estate players• Senior Corporate Leaders

Media• Magazines• Journals• Editors

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International Network Associates• Banks

• CA’s/CS’s/Lawyers

Senior Corporate Leaders• Entrepreneurial Firms

Editors• Journalists

Capabilities

• Site Identification &

E l ti• Hotel Operator Search /

Planning Strategy M&A Advisory

• Acquisitions / Disposition Evaluation

• Market Potential

• Feasibility Studies

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Selection for JV partnership

• Formulation & Negotiation of

Management Contract

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strategies

• Valuation Services

D Dili• Financial Feasibility

• Business Plan

F d & R

Management Contract

• Negotiation of Joint Ventures

& Alliances

• Due Diligence

• Business Planning

• Fund & Resources

required

• Hotel Conceptualization &

• Industry Benchmarking &

Analysis

Structuring

• Market Entry Strategy

• Positioning & Re-positioning

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g p g

Strategy

Capabilities

Talent Search

We focus exclusively on C-level, Senior and Middle Management positions within

the hospitality industry

• C-level Hospitality Industry Positions

• Operations

• Human Resources

• Sales & Marketing

• Finance

• Front Office Manager

• Food & Beverage Positions

• Spa & Wellness

• Estate Positions

• Condos & Association Managementg g

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End to End SolutionMarket Feasibility

End to End Solution

Domain Report

Market Feasibility

Financial Feasibility

Operational Feasibility

Legal Feasibility

Feasibility Study for the selected location

Recommendation for potential location (Cities)

Entry Strategy

Legal Feasibility

Recommending the viable site for the hotel / resort in the selected city

Assisting in Land Acquisition / JV

Concept Designing for the hotel / resort

Customer profiling for the proposed hotel / 

resortOutsource in conjunction 

i h ’

Hotel Design & Structure

with D’Essence

Operator Search for Management Contract

Project Planning for the proposed hotel / resort

All the Permissions required for running 

Hotel / Resort

Construction of the Interior Design

Recruitment of the 

Hotel / ResortManaged by the company itself

Outsource in conjunction with D’Essence

proposed hotel / resortInterior Design

Key Positions

Search Process Decoded

Initial Briefing from the client

Assignment Study to gain understanding of biz environment & organizational culture to arrive at candidate specifications

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Research and approach potential candidates based on key competencies required.

Competency based interviews

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Seeking External Views and Referencing

Preparing & sending Profile Sheet with recommendations to client

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Preparing & sending Profile Sheet with recommendations to client.

Coordinating and Scheduling Meeting with Client

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77

Negotiation & Acceptance of offer

Integration in the organization

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Client Satisfaction Survey1010

Hospitality Projects Undertaken

Where We Have Worked

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Case Studies

1. Feasibility for a 3to4 Star Business Hotel in Central Mumbai

A logistics company wanted to built and run the business hotel in Central Mumbai. This companyis already present in the hospitality domain

a. Market Feasibility for business hotel in Central Mumbai

b. Find out the market potential for the hotel in Central Mumbai

c. Generate the possible options available in hotel industry

d. Creating a template based on market potential for evaluation of all the options

e. Creating a Business Plan to understand the financial implication on ROI and PaybackPeriod by understanding the different Business and Revenue model covering:

Cost of Project,

Capital Expenditure,

Working Capital Requirements,

Estimate of proportion of revenue from each customer segmentEstimate of proportion of revenue from each customer segment,

Projections of occupancy and tariffs for next 5-7 years and marketing mix of customers,

Profit & Loss Statement for 5-7 years,

Cash Flow Statement for 5-7 years,y

Key Ratio Analysis and Pay-back period

f. To recommend the best possible option for operating the hotel

Case Studies

2. 4 Star Business Hotel JV Partnership

A logistics company wanted to built and run the business hotel in Central Mumbai. This companyis already present in the hospitality domain

1. Based on the determined positioning of the hotel, scout for the JV partner for operating a 4Star Business Hotel in Central Mumbai.

2. Generating the database of 30 hotel operators and sharing this opportunity with all theseoperators and to nderstand their interest for operating the hotel propert in Centraloperators and to understand their interest for operating the hotel property in CentralMumbai.

3. Creating Teaser and Investment Memorandum for pitching the hotel operators for tie-up’s

4 Acting as a contact point between the hotel owners and operators and conducting the4. Acting as a contact point between the hotel owners and operators and conducting themeeting with probable JV Partner (Hotel Operators), reporting the frequently askedquestions, do the negotiation and evaluate the agreements

5. Final JV with the relevant International and National operating brands

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Case Studies3. Feasibility on 4 Selected Destinations across the country for High End Luxury Resort

in India:Market, Financial Feasibility, Concept Design and creating the Business Plan for 4 selecteddestinations across the country for High End Luxury Resort and design the Go To Market Strategyy g y g gy

a) Wayanad : 100 acres resort with 75 rooms and 15 villas and designed around nature andwildlife theme

b) Chikmagalur: 186 acres Coffee plantation resort with 60 rooms and designed around coffeel t tiplantation

c) Udaipur: 6 acres land near lake Pichola with 100 rooms and designed around Heritagetheme

d) Varanasi: 7.25 acres Heritage property with 50 rooms) g p p yi. We have generated different options for different sites based on the template created

covering parameters like:Location / Site analysis,Competitive analysis,Need and Gap analysis,Facilities Required,Market Potential,Estimated Future Opportunities,SWOT Analysis

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SWOT Analysis,Determining critical success factors for each of the theme options generated.

Case Studiesii. After selecting the theme for each location we have created the matrices for determining

Size of the resort,

Amenities and facilities provided,

Number and size of rooms,

Type of rooms,

Tariffs,

Facility mixFacility mix,

Positioning and pricing structure of the proposed high end luxury resort for each location.

iii. Based on the above analysis we have created a business plan for 5 to 7 years ofoperation covering:p g

Cost of Project,

Capital Expenditure,

Working Capital Requirements,

Estimate of proportion of revenue from each customer segment,

Projections of occupancy and tariffs for next 5-7 years and marketing mix of customers,

Profit & Loss Statement for 5-7 years,

C h Fl St t t f 5 7

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Cash Flow Statement for 5-7 years,

Key Ratio Analysis and Pay-back period

Case Studies

4. Feasibility Study for Setting up a 5 Star Hotel in Mahabaleshwar:

The purpose of this study is to determine

a. The existing and potential market demand and supply for hotels of various categories –a. The existing and potential market demand and supply for hotels of various categories Leisure and Business in Mahabaleshwar.

b. It also includes location analysis to determine the growth drivers of Mahabaleshwar.

c. On the basis of the demand and supply conditions and SWOT analysis, one of the three listed options will be short- listed.

Resort/ Hotel targeted towards Leisure and weekend travelers

Hotel targeted at Business and Corporate tourist

Have a hybrid model serving both Leisure and Business needs

d. On the basis of our findings,

Project the occupancy and tariff of the proposed hotel

Preparing the statements of estimated annual operations for next 5 years

Analysis of financial statements on the basis of key ratios, break even point and Return on investment

Case Studies

5. To Design the Product Concept for a 200 rooms 4 Star Airport / Transit cum BusinessHotel adjacent to Delhi Airport:

To design the product concept inclusive of facilities, amenities and service for a 200 rooms 4Star Airport / Transit cum Business Hotel adjacent to Delhi Airport based on the competition inthe catchment area, likely target audience like FIT’s, Cabin Crew, Transit Travelers, Daymeetings, Business travelers and passengers coming from interiors and analysis of growthdrivers.

6. Project Customer Profiling for 4 star International Branded Chain Hotels at Pune,Aurangabad and Mysore:

The objective of this project was to determine the Customer profile for 4 star “InternationalThe objective of this project was to determine the Customer profile for 4 star Internationalbranded Chain” business hotels in Pune, Aurangabad and Mysore and to understand and learnabout customer expectations in terms of facilities / services and products.

Based on the customer’s expectation, market potential and competitive analysis, design and testthe product and determine the right positioning for the proposed hotels.

Case Studies

7. Domain and Feasibility Report on an Entertainment Mall in Goa and Concept Designfor the same

a. The objective of this project was to create a domain report and map the potential of movieand non movie linked entertainment facilities located in and around Goa for evaluating thegaps and market potential for such an entertainment zone based on analysis of the marketin the proposed location.

b We have also analyze the possible JV partnerships for various revenue sources in theb. We have also analyze the possible JV partnerships for various revenue sources in theproposed venture and the nature of the business model and revenue sharing models ofsome key operators like multiplex operators, coffee shops, restaurateurs, etc and finally togenerate 2 to 3 options/combinations of an entertainment center in the current location withdiff t ki d f f iliti d iti d d i i b d t l t f l ti f thdifferent kinds of facilities and amenities and designing a broad template for selection of themost preferred option.

c. Final deliverable was to conduct the feasibility study for the selected option/ combinationincluding the financial feasibility indicating Investment required, P&L Statements, Cash Flowg y gStatements, Payback period and Key Financial Ratios.

Case Studies

8. Domain Report on the High End Luxury Resorts in India

a. Determine the Market size of luxury resorts in India and their projected growth rates.

b. Classify luxury resorts into various themes like Beach, Heritage, Wildlife, Nature &y y gMountains and Wellness & Spa and understanding the international and domestic trends inhospitality sector.

c. In domain report we have done the analysis and profiling of key players in this segment anddri e the market share of each pla er and estimated the segment ise and theme isedrive the market share of each player and estimated the segment wise and theme wisemarket potential of the luxury resort in India.

d. We have also covered the analysis of the distribution/ booking networks like operatorwebsite, travel websites, travel agents, cross-sell by other operators and MICE agents,walk-ins, etc. and key target audience segments – NRI’s, Global travelers, MICE, IndianHNI’s, Young Professionals, and Others

e. Government regulatory and policies for the resort

f. Growth drivers for luxury resort in India

g. Critical success factors for high end luxury resort in India

Case Studies

9. To create and develop a growth strategy for a lifestyle club in terms of

a. Membership as well as to generate and optimize new revenue streams based on currentcustomers, market knowledge and analysis as well as competitor analysis

10. Valuation of a resort and restaurant in outskirts of Nasik

11. Workshop on Brand Positioning and Brand Persona of 4 Star Business Hotels in India

a. The objective of this workshop of senior management was to generate the 4 or 5 positioningj p g g p goptions and to arrive at viability of these options for brand positioning and brand persona for4 star Business Hotels and to bring the Cohesion and Locomotion in the team.

b. During this workshop we have conducted a brainstorming session for brand positioning &b d f f t b i h t l t k l i i ti W h t dbrand persona of four star business hotels to key people in organization. We have capturedthe inputs and documented them to create a process to move from product & servicesthrough brand persona & brand positioning and build them in the competitive advantage inbusiness hotel space in India.

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Case Studies12. To Build Growth Strategy and Fund Raising for E-Portal for Tourism

It pioneered India’s first Online Travel Portal. It has a large network of Travel Affiliates in more

than 26 Countries.

a. To prepare the Investment package and documents pertaining to acquisition of stake in the

company by a confirmed interested party

b. Evaluate, finalise and recommend the best investment option at the optimum value by, p p y

creating the Business Plan and designing the GO TO Market Strategy

13. Preparing the Growth Strategy for a Car Rental Company in order to right size the

businessbusiness

a. Preparing a tarmac for growth of the company in order to achieve the optimal size and

converting the company from a professional organization to a corporate organization.

b. We created a growth strategy and investment package, business plan and advice on funds

required for its planned growth and estimated current and future valuations of the firm.

14. To Build Growth Strategy and Fund Raising for MICE company

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gy g p y

a. To build and implementation of growth strategy and business plan of a MICE(Meetings,

Incentives, Conference and Exhibitions) company

Team d’Essence

Leading the way…

“W e a r e l e d b y h i g h e n e r g y e x p e r i e n c e d i n d i v i d u a l s h a v i n g o p e r a t i n g e x p e r t i s e a n d d e e p d o m a i n k n o w l e d g e a c r o s s v e r t i c a l s . P e o p l e a t D ’ E s s e n c e

a r e d r i v e n b y a c c o u n t a b i l i t y a n d p e r f o r m a n c e ”

Chief Consultant Chandni Sahgal PROFESSIONAL EXPERIENCE

• Pritish Nandy Communications - CEO• MTV - General Manager India and VP Southeast

Asia• Times of India, Times FM - Vice President• Cyanamid India - Marketing services Manager• Novartis (Ciba-Geigy) - Assistant Manager Sales &

DistributionEi h M t ltd E ti Fi d P j t• Eicher Motors ltd. - Executive Finance and Projects

EDUCATION AND TRAINING• BITS Pilani. MMS (Honours)

MEMBERSHIPS• Institute of Management Consultants of India (IMCI)

• Ciba-Geigy Japan-General Managers Training Kit • University of Toronto, Canada Fisher Graduate

Fellowship –Media & International Business • London School of Economics- Chevening Gurukul

Scholarship in Leadership and Excellence

• The Indus Entrepreneurs (TIE)• Indian Merchants Chamber (IMC)• Executive Forum• Consulting Base• Richmond Group is UK's leading consortium of Scholarship in Leadership and Excellence• Richmond Group- is UK's leading consortium of

independent certified management consultants

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During his era Times of India became the World’s largest Circulated English daily

Managing Partner

Mr. Arun Bahl

PROFESSIONAL EXPERIENCE

• Director of Circulation at Times Group for twelve years during which period, thecompany’s flagship brand The Times of India became the largest selling broadsheet English daily and Economic Times the second largest businessg y gnewspaper in the world.

• Consultant to Times group and held advisory positions in Marketing and HR.

• Headed Times group’s educational venture Times Centre for Media Studies fortwo yearstwo years.

• Director of Circulation at Indian Express for two years during which period hewas instrumental in setting up printing and distribution of the Wall Street JournalAsia through the Indian Express network.

Started career as a Management Trainee ith S iss M ltinational Ciba Geig• Started career as a Management Trainee with Swiss Multinational Ciba –Geigyand later became Marketing Services Manager with Agrochemicals Divisiongaining extensive knowledge of rural marketing.

• Associated with D’Essence Consulting for past two years during whichcontributed significantly to their realty and hospitality projects

EDUCATION AND TRAINING• Masters degree in science from contributed significantly to their realty and hospitality projects.Masters degree in science from

Punjab University• Diploma in Business Management

from Mumbai University• Attended executive development

MEMBERSHIPS• He was a member and honorary treasurer of the governing council of Audit

Bureau of Circulations for eight years.programmes of IIM Ahmedabad.

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Continuation…

Chief Consultant

Mr. Vivek Uberoi

PROFESSIONAL EXPERIENCE

• 28 years of experience in Hotel / Resort in the area of

• Designing

• Structuring

• Interiors

• Project Planning

• Handled Luxury & High End Resorts and Hotels in location like Goa Jaipur• Handled Luxury & High End Resorts and Hotels in location like Goa, Jaipur, Kasuli

• Project handle by Mr. Vivek Uberoi:

• CITCO Chandigarh (Hotel Mountview)

• Uppal's Orchid (New Delhi)

• The Fern Jaipur

• The Fern New Delhi

• Tivoli Grand New Delhi

• Baikunth Resorts, Kasuli

• The Taj Group (Jaipur, Goa)

• The Sagar School

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Continuation…Anamika Gupta

• Anamika is a Post Graduate from SP Jain, Mumbai. She started her career with

the Taj Group in 2000 wherein she garnered rich experience both in commercial

and unit sales In her tenure of more than 7 years at the Taj she helped in theand unit sales. In her tenure of more than 7 years at the Taj, she helped in the

successful launch of Taj Wellington Mews. Anamika then went on to head sales

and marketing for Taj Residency, Ernakulum

• In Sept 2007, Anamika joined Citymax Hotels Pvt Ltd, the Indian arm of the Dubai

based Landmark Group as heading the Sales and Business Development

function

• She then joined Wadhawan Holdings as Head Business Development, a

hospitality asset-building company heading their luxury resorts division from July

2008 and was with them till May 2010 In this assignment she gained domain2008 and was with them till May 2010. In this assignment she gained domain

expertise in areas such as site identification, market feasibility, optimum product

fit, operator tie-ups and she spearheaded research projects and market

intelligence

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Continuation…Senior Financial Associate (CA)

Rajesh Chheda

Rajesh Chheda is a Chartered Accountant and commerce graduate with more than 10 years of

fi i l i H h dl th fi i l t f th M&A t ti d lfinancial experience. He handles the financial aspects of the M&A transactions and also

handles the treasury and accounts of he company. He has wide experience of due diligence

related activities. He has been with D’Essence for more than nine years and has worked on

assignments covering various industries.

Shahid Mohsin Tanwar : Project Leader (B.E- Comp, MBA) Shahid is a computer engineer from University of Mumbai and MBA in Marketing. Shahid’srecent projects include Feasibility of a 5-star luxury resort in North Kerala and Domain Reporton the Hospitality (Luxury Resorts) market in India The other segment Shahid handles ison the Hospitality (Luxury Resorts) market in India. The other segment Shahid handles isEntertainment; one of its assignments includes the domain report, feasibility andimplementation of an Entertainment-cum-Multiplex center in Goa. He has worked extensively onmarket studies in the Textile, Machine Tools and Construction Equipment domain. He hasdesigned a lot of demand estimation models and rating methods along with his team In ratingdesigned a lot of demand estimation models and rating methods along with his team. In ratingmethods certain filters were designed to shortlist dealers, these are our proprietary methods.

Sachin Chavan: Project Associate (B.E,MBA)Sachin has completed his B.E from Sardar Patel College of Engg. and has done his MBA fromM b i U i i H j i d D’E P j A i H h k d i h VSNL d

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Mumbai University. He joined D’Essence as a Project Associate. He has worked with VSNL andother IT company in telecom domain. He leads the current Entertainment project at D’Essence.He has worked on Hospitality Domain Report.

Continuation…

Chandan Ghosh: Project Associate (CFA, MBA)Chandan has done his CFA from ICFAI and MBA from IBS Indore and has joinedD’Essence as a Project AssociateD Essence as a Project Associate..

Dina Shah: Project Associate (BBI)Dina has done BBI from H.R. College and is a Level 2 candidate in the CFAProgram. She joined D’Essence as a Project Associate. In the past, she has workedas an Equity Advisor at Edelweiss Capital and worked for Infomedia18, as a contentwriter.

Hitesh Aswani: Project Associate (BMS)Hitesh has done BMS from Mumbai University and is a level 2 Candidate in the CFAProgram, and has joined D’Essence as a Project Associate. Hitesh also hold anabove one year experience in the Indian Equity Markets and worked in the equity

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research department.

-End of Document-

D’Essence Consulting303, Aar Pee Center,

11th Road, Gufic Compound,MIDC, Andheri (E)MIDC, Andheri (E)Mumbai- 400093

For further queries:Chandni Sahgal

For further queries:Anamika Gupta

+91 9820075332chandni@dessencehospitality.com

URL: www.dessencehospitality.com

+91 9901211511anamika@dessencehospitality.comURL: www.dessencehospitality.com

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