STRATEGIC MANAGEMENT CONSULTINGAND ADVISORY SERVICES

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12 project appraisal and realisation

25 our reach

04 about us

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previous assignments

flexible model08 bespoke consulting and advisory

17 core team09 operational excellence and asset management

05 our values

13 loyalty and business performance tools and solutions 23 strategic alliance

trustconfidentialityintegrity expertise communication collaboration

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• Formed in 2016, we focus on the delivery of flexible and bespoke strategic management consulting and advisory services

• We draw on the extensive experience of our partners and associates, aligning our delivery to the needs and pace of the client

• Strama Consulting works across Real Estate, Hospitality, Food and Beverage and related service sector businesses, focused on Strategy, Development and Growth, Operational Excellence and Asset Management

• We have extensive experience and capability across the Middle East, Africa, South Asia, and South East Asia

about us

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It is our vision to build a respected and successful professional services organisation, held in the highest regard by our clients, key industry partners and our associates:

• We build TRUST with our clients and all those with whom we engage – open, honest and ethical in all our interactions

• We are privy to sensitive information – we pride ourselves on absolute CONFIDENTIALITY

• INTEGRITY is paramount to us – we always advise based on our genuine professional opinion

• EXPERTISE is central to our offering – we only accept assignments where we are subject matter experts

• We insist on multi-directional COMMUNICATION and value healthy constructive debate

• COLLABORATION is key to our ability to provide relevant solutions to our clients

our values

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bespoke consulting and advisory

Operational Excellence and Asset Management

Project Appraisal and Realisation

Loyalty and Business Performance Tools and Solutions

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• D3™ our proprietary business performance analysis and diagnosis process

• P.R.I.M.A.™ our unique approach to asset management and business optimisation

• Automated performance reporting & monitoring dashboard • Review and recommendations on revenue, sales and distribution strategies • Guest feedback review and improvement strategies • Team engagement assessment and recommendations

• Ways of working with on-going review of core processes and systems

• Owner representation and operator liaison

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• Market feasibility and high–level development recommendations

• Detailed Project Investment and Returns appraisal for both Organic and Inorganic Growth

• Development Strategy Formulation

• Development processes, procedures & documentation

• Operator and Investor Search, Selection & Due Diligence

• Lead to Deal - end to end contract negotiation and completion

• Full pre-opening support including team recruitment, training and property set-up

project appraisal and realisation

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• Bespoke loyalty and CRM solutions

• Data warehousing implementation and management

• Business Intelligence tools design and implementation

• Business Reporting Solutions including automated dashboards for revenue reporting and performance measurement

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flexiblemodel

All assignments tailored to

client needs

Bundled services or Individual

elements as required

Every assignment Partner-led

Best-fit resources allocated based on assignment

objectives

We work independently

or alongside client teams

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Andrew DancoxPartner

Internationally experienced finance professional with a passion for hospitality and the people within it with 30 years of commercial and development finance knowledge built up in the Hotel and Leisure industry.

A qualified accountant (FCCA) and an MSc Real Estate graduate with extensive knowledge and experience in hotel development and property investment.

Senior positions held in large global organisations including Finance Director and Vice President Feasibility & Network Planning.

Association of Chartered Certified Accountants (ACCA)

Commercial ManagerJumeirah GroupDubai

Financial ControllerMarco Polo Hotels & Resorts Russia

Financial ControllerPeriquito Hotels

UK

Director of DevelopmentJumeirah GroupGlobal

Financial ControllerRegal Hotels Golf & Country ClubUK

VP Planning & FinanceWhitbread Hotels & Restaurants InternationalGlobal

Director of FinanceJumeirah Group

DubaiPartner, Strama Consulting

GlobalMSc Real Estate

Senior Hospitality ConsultantScala Hospitality Egypt / Hungary

Director of FinanceMillenium & Copthorne Hotels

UK

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financedevelopmentperformance

measurementstrategy

assetmanagement

pre-openinginternational

Corporate & Operational Finance

Strategic Business Planning & Execution

Lead Generation & Contract Negotiation

Project Feasibility & Due Dilligence

Operational Effectiveness

Systems Implementation

Internal Controls Frameworks

core skills

finance development leisure corporate hospitality real estate property & investment planning & strategy

• International Branded Hotel Chain, UK Adaptation of operating model to drive success in EMERGING MARKETS

• Budget Hotel Chain, UAE Selection and roll-out of automated REVENUE MANAGEMENT solution

• Hotel Chain (5 Hotels), India Owners Representative

• Hotel Management Company, Thailand Operating Model and CENTRAL SERVICES PLATFORM

• International Hotel Chain, Middle East, India and South East Asia Design and Implementation of INTERNAL CONTROL FRAMEWORK and automated Revenue Reporting System

• International Luxury Hotel Chain, Global Analysis and review of GROUP SERVICES CHARGES and recommendations for modification

• International Budget Hotel Chain, Indonesia, Thailand, Singapore (5 Hotels) Operator Representative and ASSET MANAGER

• Mid-scale Hotel, Pattaya, Thailand Feasibility, Acquisition, Conversion and Integration

• Branded Hotel Chain, Middle East and Asia Design, Implementation and Management of bespoke LEAD TO DEAL PROCESS

• Branded Hotel Chain, Global MARKET ENTRY STRATEGY proposal for major PLC to establish International presence

• Branded Hotel Chain, Middle East, India & South East Asia Implementation of Development DEAL TRACKER, central automated Project repository

• Mid-scale Airport Hotel, UAE Feasibility study and INVESTMENT APPRAISAL including facility set recommendation and land lease negotiation

• UK’s Largest Hotel Brand, UK Search, Selection and NEGOTIATION OF JV’S in Middle East and India

• Luxury Brand (50 hotels), South East Asia Investor Fund Search and Selection

• International branded hotel chain, Thailand Feasibility and DUE DILIGENCE of £40m investment in new country ENTRY ASSETS

• Luxury Island Resorts, Maldives Negotiated MANAGEMENT AGREEMENTS & LOAN AGREEMENTS for key flagship destinations for luxury operator

• Mid-scale Hotel Chain, Mumbai, India Secured management agreement for 350 ROOM PROPERTY in key gateway city in India.

• Multi-national PLC, international hotel brand, Middle East, South Asia, South East Asia Development of tailored investment appraisal model and RETURNS METRICS

operational excellence and asset management

p r e v i o u s a s s i g n m e n t s p r e v i o u s a s s i g n m e n t s

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project appraisal and realisation

• International Luxury Hotel Chain, Middle East Design and implementation of AUTOMATED REVENUE REPORTING system

• International Budget Hotel Chain, Middle East, India and South East Asia Design and implementation of consolidated, multi-currency AUTOMATED REVENUE REPORTING system

• Large Luxury Hospitality Group Implementation and management of Group CRM DATA WAREHOUSE SYSTEM

• Large-scale community living, golf and sports development Implementation of tailored members LOYALTY PROGRAM and FACILITIES BOOKING ENGINE

loyalty and business performance tools and solutions

p r e v i o u s a s s i g n m e n t s

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A pioneer in the development of CRM and Loyalty / Direct Marketing strategy, programme development, implementation and software solutions.

Dynamic and well-rounded software, data and information management expert with over 20 years experience in enabling enterprises to harness the power of information and leveraging their data assets. Proven track record in implementing trusted, scalable and agile data and analytics platforms.

Previous roles include:

• Head of Information Technology – The First Group, Dubai UAE• Director of Data Warehouse & Software Development – Jumeirah Group, Dubai UAE• Head of Information Technology – International Customer Loyalty Programmes PLC, Dubai UAE

Previous Assignments:

• 3 International Airlines - Loyalty Programme• Large Luxury Hospitality Group - Data Warehouse• 5-star Branded Hotel Chain and Large-Scale Community Development - Loyalty Programme• World’s Top 3 Insurance Group – Back Office Software Solutions• 134-Outlet Multi-Brand Restaurant Group - Central Reservations System• World’s Top 3 Credit Card Provider – Data Mining and Analysis Tool• 6-outlet Luxury Retail Chain – Loyalty Programme• 2 Large Hospitality Groups – Automated Revenue Reporting & Analysis

Shekhar SharmaDirector, N-GAP Solutions

Our strategic alliance with N-GAP Solutions enables us to bring powerful customer engagement, operational efficiency and business performance tools to our clients.

N-GAP Solutions (Next Generation Analytics Platform) was formed by Shekhar Sharma in 2015 with a vision to be a one-stop technology-based business partner for global clients. N-GAP maintains an open-minded, dynamic and customer-centric approach to delivering cutting-edge relevant solutions.

N-GAP tools:

• Loyalty Programmes – corporate, customer and partnership solutions• Reservations & Booking Engines – primarily for food & beverage, sports facilities & events, spas and leisure retail – but can be adapted to almost any reservations scenario• Order Management and Tracking Technology – provides app, website and on-line ordering & live tracking• Data Warehousing & Business Intelligence – business analytics including automated dashboards for revenue reporting, forecasting and budgetary management

s t r a t e g i c a l l i a n c e s t r a t e g i c a l l i a n c e

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our reach

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Our team has extensive experience across multiple International territories.

Based upon our previous assignments, our professional reach extends across the following regions:

stramaconsult ing.com+971 50 553 7823info@stramaconsulting.com

Strama Consulting International DWC LLCPO Box 390667 Dubai, UAE