Early Game Changers - Presentation by Greg Marsh, CEO of One Fine Stay at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.

1. Greg Marsh
Co-Founder & CEO
6 November 2012
© Lifealike Limited, 2012. Confidential.

2. the unhotel: a new category of accommodation
We have built a de facto 375 room hotel
in central London.
+100
A hotel with similar margins would take
+80
+60 5 years to build and cost over $250m.
+40
400
+20
0 350
-20
-40
NPS Our ‘unhotel’ is popular, cost under $5m, 300
250
-60
-80 took only 2 years. And it scales. 200
150
Homes
-100
Mar-11 Sep-11 Mar-12 100
50
Unlike a hotel, an unhotel is quick to 0
Jan-10 Jan-11 Jan-12
build, capital efficient, and cheaply
scalable.
Our model is transforming a $580bn
industry by creating an entirely new
category of accommodation.
Source: IBISWorld © Lifealike Limited, 2012. Confidential.

3. urban upscale is a huge, unexploited opportunity
RevPAR
$300
5*
$225
4*
$2.8bn
in London
3*
>$12bn
$75
in top 5 cities 1-2*
Hostels, B&Bs, etc.
London: $1.3bn
14k 50k
Bedrooms
10k 36k 16k
Source: Mintel, onefinestay analysis © Lifealike Limited, 2012. Confidential.

4. how does onefinestay work?
People with distinctive onefinestay then prepares &
homes become members cleans the home for guests
 

Guests book their stay
online or over the phone
 We meet and  Provide them
greet guests at with hotel style
the home when services…
they arrive
…plus an iPhone
with tips about
the local area 
© Lifealike Limited, 2012. Confidential.

5. the homes Hyde Park
London
Tribeca
New York
are stunning
the press
loves it
the guests +100
+80
+60
“This is simply one of the best travel experiences
we have ever had as a family… It is a credit to
tell their friends +40
you as a company to deliver all you claim, and in
NPS +75
+20
0
-20 our case the level of accommodation and customer
-40
-60 care exceeded all of our expectation”
-80
-100
Mar-11 Jun-11 Sep-11 Dec-11 Mar-12
Stephen, 2 November 2012
© Lifealike Limited, 2012. Confidential.

6. viral growth in London drives 50x scale in 2 years
members in London 70%
member referrals
500
400
700
London members
300
1,500
bedrooms
200
$1.8bn
under management
100
0 +75
net promoter score
© Lifealike Limited, 2012. Confidential.

7. accelerated NY scale out practice makes perfect
Today
Members
100 day +149 day +396
New York
London
May 2012
0
-6 mo. -3 mo. Launch +3 mo. +6 mo. +9 mo. +12 mo.
© Lifealike Limited, 2012. Confidential.

8. So what’s next?
an unhotel in every
major world city
© Lifealike Limited, 2012. Confidential.

9. Greg Marsh
Co-Founder & CEO
Email me greg@onefinestay.com
Follow us @onefinestay
Visit our website www.onefinestay.com
Become a host earn when you’re away
Come and stay quote NOAH12 for 10% off
© Lifealike Limited, 2012. Confidential.

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