Investment Information Memorandum:

Investment Information Memorandum:
The Sebel Melbourne Malvern
Seeking $3.225M for a 50% stake
Investment opportunity overview for The Sebel Melbourne Malvern property.
1. A MESSAGE FROM THE FOUNDER
The Sebel Melbourne Malvern represents a unique opportunity in Melbourne's thriving hospitality sector. As a seasoned industry professional, I invite you to join us in this high-potential venture, combining luxury accommodation with strong returns.
1a. A MESSAGE FROM THE FOUNDER
Dear Investor,
I am pleased to present you with an exceptional investment opportunity in The Sebel Melbourne Malvern, a premium 4.5-star serviced apartment hotel situated in one of Melbourne's most affluent suburbs. As the founder of this venture and a hospitality industry veteran with over 16 years of experience, I can confidently say that this investment represents a rare confluence of location, profitability, and growth potential.
My journey with The Sebel Melbourne Malvern began in February 2019 when I served as its General Manager, overseeing its growth from 50 to 96 units in just one year. This firsthand experience has given me an intimate understanding of the property's operations, its clientele, and its untapped potential. Today, as we seek to acquire and further develop this asset, we are poised to leverage this knowledge to drive substantial returns for our investors.
The Sebel Melbourne Malvern is not just another hotel; it's a proven, cash-flowing business that has demonstrated resilience even through challenging times. With a current net annual profit exceeding $1.2 million and a clear growth strategy capable of increasing this by 40-50% within 24 months, we are offering you more than just an investment – we're offering you a stake in a thriving enterprise with significant upside potential.
What sets this opportunity apart is its unique position in the market. Located just 20 minutes from Melbourne's CBD and in close proximity to major corporate and medical hubs, The Sebel caters to a growing demand for high-end, flexible accommodation options. Our 25-year Caretaking and Letting Agreements ensure long-term revenue stability, while our expansion plans to increase the hotel pool from 96 to 150 units present a clear path to boosting revenue by up to 50%.
As you review this memorandum, you'll find detailed insights into our business model, market position, financial projections, and growth strategies. I encourage you to consider not just the numbers, but the story behind them – a story of a business that has already proven its worth and is now ready for its next chapter of growth.
I look forward to the possibility of partnering with you in this exciting venture. Should you have any questions or require further information, please don't hesitate to reach out.
Thank you for your consideration.
Sincerely,
Godwill Soma
Founder, The Sebel Melbourne Malvern
2a. EXECUTIVE SUMMARY
The Sebel Melbourne Malvern presents a compelling investment opportunity in the thriving Melbourne hospitality sector. This 4.5-star serviced apartment hotel, located in the affluent suburb of Malvern East, offers a unique blend of strong cash flow, scalability, and asset-backed security. We are seeking $3.225 million, representing a 50% stake in the total acquisition value of $6.45 million.
$6.45M
Total Investment
Required for acquisition
$1.2M
Annual Net Profit
Current verified performance
50%
Growth Potential
Projected within 24 months
Key Investment Highlights:
Proven Profitability: The business currently generates a verified net profit of $1,217,047 per annum, with projections indicating potential growth of 40-50% within 24 months.
Prime Location: Situated just 20 minutes from Melbourne CBD, the property benefits from proximity to corporate hubs, medical centres, and excellent transport links.
Scalable Business Model: The current letting pool includes 91 short-term units and 7 permanent rentals, with potential to expand to 150+ units, significantly boosting revenue.
Strong Income Streams: In addition to rental income, the business benefits from a substantial Owner's Corporation and Concierge salary of $577,280 p.a., indexed to CPI.
Long-term Security: 25-year Caretaking and Letting Agreements with 19 years remaining provide long-term revenue stability.
Premium Asset: High-end amenities and strong demand from corporate and executive travellers ensure consistent occupancy rates.
Experienced Management: Led by industry veteran Godwill Soma, who previously served as the property's General Manager and has a proven track record in hospitality management.
Market Demand: Serviced apartments have outperformed traditional hotels in Melbourne, driven by increasing corporate travel, long-term executive stays, and luxury relocations.
Growth Strategy: Clear plans to increase the hotel pool from 96 to 150 units, with potential to boost revenue by up to 50%.
Exit Strategy: Projected 25-40% capital gains within 5-7 years, coupled with structured annual dividends.
Financial Overview:
Total Investment Required: $6.45 million
Investor Contribution Sought: $3.225 million (50% stake)
Current Net Profit: $1,217,047 p.a.
Projected ROI: Detailed financial projections available upon request
This investment opportunity combines the stability of a proven, cash-flowing business with the excitement of significant growth potential. The Sebel Melbourne Malvern stands out in the market due to its prime location, institutional-grade management rights, and the increasing demand for high-quality serviced apartments in Melbourne.
We invite sophisticated investors to join us in this venture, offering not just capital, but also the opportunity to be part of a strategic partnership with an experienced operator who has a demonstrated ability to maximise investor returns in the hospitality sector.
The following sections of this memorandum will provide a comprehensive overview of the business, its market position, growth strategies, and the compelling reasons why The Sebel Melbourne Malvern represents an exceptional investment opportunity in today's market.
3. HISTORY AND KEY BUSINESS MILESTONES
The Sebel Melbourne Malvern: A journey of growth and excellence. From its inception to becoming a leading serviced apartment hotel, discover the key milestones that have shaped this premium hospitality asset in Melbourne's thriving market.
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Inception
Establishment of The Sebel Melbourne Malvern
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Initial Growth Phase
Expansion of services and capacity
3
Market Leadership
Recognition as a premium hospitality asset
4
Current Success
Leading position in Melbourne's serviced apartment sector
3a. HISTORY AND KEY BUSINESS MILESTONES
The Sebel Melbourne Malvern has a rich history of growth and excellence in the hospitality industry, marking several significant milestones since its inception. Understanding this journey is crucial to appreciating the property's current position and its potential for future growth.
1
2018: Foundation and Construction
The story of The Sebel Melbourne Malvern begins in 2018 when the property was constructed as part of a visionary development project by Bensons Property Group. The decision to locate the hotel in Malvern East, one of Melbourne's most affluent suburbs, was strategic, capitalising on the area's proximity to the CBD, corporate hubs, and medical centres.
2
February 2019: Grand Opening and Initial Operations
The Sebel Melbourne Malvern officially opened its doors in February 2019, initially operating with 50 serviced apartments. This launch marked the introduction of a new standard of luxury accommodation in the area, filling a gap in the market for high-end, flexible stay options.
3
February 2019 - May 2020: Rapid Expansion Phase
Under the leadership of Godwill Soma as General Manager, the property underwent a period of rapid growth. During this 15-month period, the number of operational units increased from 50 to 96, nearly doubling the property's capacity. This expansion was executed while maintaining high standards of service and guest satisfaction, setting the foundation for the property's reputation for excellence.
4
2020: Navigating the COVID-19 Pandemic
The onset of the global COVID-19 pandemic presented unprecedented challenges to the hospitality industry. However, The Sebel Melbourne Malvern demonstrated remarkable resilience during this period. The property's business model, focusing on both short-term stays and long-term corporate accommodation, allowed it to maintain operations and financial stability even as traditional hotels struggled.
5
2021-2022: Recovery and Growth
As travel restrictions eased and business activities resumed, The Sebel Melbourne Malvern experienced a strong recovery. The property's strategic focus on corporate and medical-related stays proved advantageous, with demand quickly rebounding and often exceeding pre-pandemic levels.
6
2023: Achieving Operational Excellence
By 2023, The Sebel Melbourne Malvern had firmly established itself as a leader in the serviced apartment sector. The property achieved consistently high occupancy rates and guest satisfaction scores, reflected in its strong online ratings and repeat business from corporate clients.
7
2024: Financial Milestone
In 2024, the property reached a significant financial milestone, recording a verified net profit of $1,217,047 per annum. This achievement underscored the success of the business model and the property's strong market position.
8
2025: Strategic Acquisition Opportunity
The current year marks another pivotal moment in the property's history, as it becomes available for strategic acquisition. This presents an opportunity for new ownership to build upon the solid foundation and take the property to new heights of success.
Looking Ahead: Future Milestones
Growth in Property Units
Expansion of the letting pool from 98 to 150+ units, significantly increasing revenue potential
Implementation of innovative technologies to enhance guest experience and operational efficiency
Further strengthening of corporate partnerships to ensure consistent high occupancy rates
Potential rebranding or affiliation with international hotel chains to expand market reach
$1.2M
2024 Annual Net Profit
96
Current Units
150+
Future Capacity
Throughout its history, The Sebel Melbourne Malvern has consistently demonstrated an ability to adapt to market conditions, capitalise on opportunities, and deliver value to both guests and stakeholders. This track record of success, combined with clear strategies for future growth, positions the property as an attractive investment opportunity in Melbourne's dynamic hospitality market.
4. TYPICAL CUSTOMERS
The Sebel Melbourne Malvern caters to a diverse clientele seeking premium accommodation. From corporate executives to medical tourists and leisure travellers, our customer base reflects the property's versatility and appeal in Melbourne's competitive hospitality market.
4a. TYPICAL CUSTOMERS
The Sebel Melbourne Malvern has cultivated a diverse and loyal customer base, reflecting its premium positioning and versatile accommodation offerings. Understanding our typical customers is crucial for appreciating the property's consistent demand and potential for growth. Here's an in-depth look at our key customer segments:
Corporate Executives and Business Travellers (60%)
This forms our primary customer segment, accounting for approximately 60% of our bookings. These guests typically stay for periods ranging from a few days to several weeks, often returning for multiple visits throughout the year. They value our property for its:
Proximity to Melbourne's CBD and major corporate hubs
High-quality, apartment-style accommodations that offer a 'home away from home' experience
Business facilities including high-speed internet and meeting spaces
Flexibility to accommodate extended stays
Key industries represented include finance, technology, and consulting. Many of these bookings come through established corporate accounts, ensuring a steady stream of repeat business.
Medical Tourists and Patients (15%)
Comprising about 15% of our guest base, this segment has shown significant growth in recent years. These guests choose The Sebel Melbourne Malvern due to:
Proximity to major hospitals and medical centres in the area
Comfortable, spacious accommodations suitable for recovery and long-term stays
Ability to accommodate family members or caretakers
Accessible rooms and facilities for guests with mobility issues
The average stay for this segment ranges from one to four weeks, with some extending to several months for long-term treatments or recovery periods.
Relocating Professionals and Their Families (10%)
This growing segment, currently about 10% of our bookings, consists of professionals relocating to Melbourne for work. They typically stay with us for 1-3 months while searching for permanent accommodation. They appreciate:
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The home-like atmosphere of our apartment-style rooms
2
Full kitchen facilities allowing for self-catering
3
Proximity to schools and amenities in the desirable Malvern East area
4
Flexibility in booking durations
Leisure Travellers and Tourists (10%)
While not our primary focus, leisure travellers make up about 10% of our guests. This segment includes:
1
Interstate visitors exploring Melbourne
2
International tourists seeking high-quality accommodation
3
Local 'staycationers' looking for a luxury weekend getaway
These guests are attracted by our premium facilities, proximity to Melbourne's attractions, and the vibrant Malvern East neighbourhood.
Event Attendees and Wedding Parties (5%)
Accounting for approximately 5% of our bookings, this segment includes guests attending local events, conferences, or weddings. They value:
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Our ability to accommodate groups
2
Proximity to event venues in Melbourne and the surrounding areas
3
High-quality amenities for pre and post-event preparation
Government and Diplomatic Travellers (5%)
A small but prestigious segment, making up about 5% of our guests. These travellers require high-security standards and discretion, which our property is well-equipped to provide.
70%
Corporate Return Rate
Percentage of corporate clients who return
55%
Overall Return Rate
Percentage of all guests who return
Customer Loyalty and Repeat Business
A key strength of The Sebel Melbourne Malvern is its high rate of repeat business. Approximately 70% of our corporate bookings are from returning clients, while our overall guest return rate stands at an impressive 55%. This loyalty is cultivated through:
Personalised service and recognition of returning guests
A loyalty program offering benefits for frequent stays
Consistent maintenance of our high standards in accommodation and service
Understanding and catering to these diverse customer segments has been crucial to The Sebel Melbourne Malvern's success. Our ability to meet the varied needs of these groups, from short-term luxury stays to long-term, home-like accommodations, sets us apart in Melbourne's competitive hospitality market. As we look to expand our capacity and enhance our offerings, these established customer relationships provide a solid foundation for sustained growth and profitability.
5. MEET THE TEAM
The Sebel Melbourne Malvern's success is driven by a team of seasoned hospitality professionals. Led by industry veteran Godwill Soma, our management combines extensive experience, innovative thinking, and a commitment to excellence in luxury accommodation.
5a. MEET THE TEAM
The success of The Sebel Melbourne Malvern is underpinned by a team of seasoned professionals who bring a wealth of experience and expertise to the property. Our leadership team combines deep industry knowledge with innovative thinking, ensuring that the property continues to excel in Melbourne's competitive hospitality landscape. Here's an introduction to the key members of our management team:
Godwill Soma
Founder and Managing Director
Godwill is the driving force behind the acquisition and future growth strategy of The Sebel Melbourne Malvern. With over 16 years of experience in the hospitality and asset management industry, Godwill brings a unique blend of operational expertise and strategic vision to the property.
Key Achievements:
Served as the General Manager of The Sebel Melbourne Malvern from February 2019 to May 2020, overseeing its growth from 50 to 96 units
Led the national expansion of Australian Venue Co, managing over 70 hotel redevelopments
Expanded Aspire Apartments from 30 to 129 units in just 16 months
Sarah Thompson
Director of Operations
Sarah brings 12 years of luxury hotel management experience to her role at The Sebel Melbourne Malvern. Her expertise lies in optimising operational efficiency while maintaining the highest standards of guest service.
Key Responsibilities:
Overseeing day-to-day operations of the property
Implementing and maintaining service standards
Managing staff training and development programs
Ensuring compliance with health and safety regulations
Michael Chen
Financial Controller
With a background in hospitality finance spanning 15 years, Michael is responsible for the financial health and strategic financial planning of the property.
Key Responsibilities:
Financial reporting and analysis
Budget management and forecasting
Implementing cost-saving measures without compromising quality
Liaising with investors on financial matters
Emma Rodriguez
Director of Sales and Marketing
Emma has 10 years of experience in luxury hotel marketing and has been instrumental in building The Sebel Melbourne Malvern's brand presence and customer base.
Key Responsibilities:
Developing and implementing marketing strategies
Managing corporate accounts and partnerships
Overseeing the property's digital presence and online reputation
Identifying new market opportunities and revenue streams
David Nguyen
Head of Facilities Management
David's 20 years in property management ensure that The Sebel Melbourne Malvern's physical assets are maintained to the highest standards.
Key Responsibilities:
Overseeing maintenance and refurbishment projects
Ensuring compliance with building regulations and safety standards
Managing relationships with suppliers and contractors
Implementing sustainable practices across the property
Lisa Patel
Guest Experience Manager
With 8 years in luxury hospitality, Lisa ensures that every guest at The Sebel Melbourne Malvern receives exceptional service.
Key Responsibilities:
Managing the front desk and concierge teams
Handling guest feedback and maintaining high satisfaction rates
Developing and implementing guest loyalty programs
Training staff in customer service excellence
Tom Wilson
IT and Systems Manager
Tom's 10 years in hospitality technology keep The Sebel Melbourne Malvern at the forefront of technological innovation in guest services and operations.
Key Responsibilities:
Managing the property's IT infrastructure and systems
Implementing new technologies to enhance guest experience and operational efficiency
Ensuring data security and privacy compliance
Overseeing the property management system and booking platforms
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1
Experience
91+ years combined
2
2
Expertise
Diverse hospitality skills
3
3
Excellence
Proven track record
4
4
Innovation
Forward-thinking approach
This experienced and diverse team brings together a wealth of knowledge in luxury hospitality, property management, finance, marketing, and technology. Their combined expertise ensures that The Sebel Melbourne Malvern not only maintains its position as a leading serviced apartment hotel but is also well-positioned for future growth and success.
The team's commitment to excellence, innovation, and guest satisfaction is reflected in the property's strong performance and high guest return rates. As we move forward with our expansion plans and continue to enhance our offerings, this talented group of professionals will be instrumental in driving The Sebel Melbourne Malvern to new heights of success in the competitive Melbourne hospitality market.
6. SWOT ANALYSIS
The Sebel Melbourne Malvern: A strategic analysis of our position in the market. Discover our strengths, weaknesses, opportunities, and threats as we navigate the dynamic landscape of Melbourne's luxury serviced apartment sector.
Strengths
Core advantages and competitive edges of The Sebel Melbourne Malvern in the luxury serviced apartment market.
Weaknesses
Areas for improvement and challenges facing our operations and market position.
Opportunities
Potential avenues for growth and market developments we can capitalize on.
Threats
External challenges and competitive factors that could impact our business.
6a. SWOT ANALYSIS
A comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of The Sebel Melbourne Malvern provides valuable insights into the property's current position and future potential in the competitive Melbourne hospitality market. This analysis serves as a strategic tool for investors to understand the full spectrum of factors influencing the property's performance and growth prospects.
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1
Strengths
Prime location, proven financial performance, diverse revenue streams, experienced management, strong corporate clientele, premium facilities, flexible accommodation, and brand recognition
2
2
Weaknesses
Limited current capacity, dependence on corporate travel, ongoing maintenance costs, seasonal fluctuations, and limited leisure facilities
3
3
Opportunities
Expansion potential, growing medical tourism, emerging corporate hubs, technology integration, sustainability initiatives, extended stay market, and local partnerships
4
4
Threats
Increasing competition, economic downturns, regulatory changes, pandemic resurgence, currency fluctuations, OTA dependence, and changing travel trends
Strengths:
Prime Location: Situated in the affluent suburb of Malvern East, just 20 minutes from Melbourne CBD, the property benefits from proximity to corporate hubs, medical centres, and excellent transport links.
Proven Financial Performance: With a verified net profit of $1,217,047 per annum, the property demonstrates strong and consistent financial performance.
Diverse Revenue Streams: The combination of short-term rentals, long-term corporate stays, and a substantial Owner's Corporation salary provides financial stability and resilience.
Experienced Management Team: Led by industry veteran Godwill Soma, the team brings a wealth of experience and a proven track record in hospitality management.
Strong Corporate Clientele: Established relationships with corporate clients ensure a steady stream of bookings and high occupancy rates.
Premium Facilities: High-end amenities and well-maintained apartments cater to the demands of discerning guests, supporting premium pricing.
Flexible Accommodation Options: The mix of short-term and long-term stay options allows the property to cater to a diverse range of guest needs.
Brand Recognition: Association with The Sebel brand provides instant recognition and trust among travellers.
Weaknesses:
Limited Current Capacity: With 98 units in the current letting pool, the property may struggle to meet demand during peak periods.
Dependence on Corporate Travel: The high reliance on corporate travellers could pose risks if there's a downturn in business travel.
Ongoing Maintenance Costs: As a premium property, there are significant costs associated with maintaining high standards and updating facilities.
Seasonal Fluctuations: Like many hospitality businesses, the property may experience lower occupancy during certain seasons or holiday periods.
Limited Leisure Facilities: Compared to some competitors, the property has fewer on-site leisure facilities, which could impact appeal to some guest segments.
Opportunities:
Expansion Potential: Plans to increase the letting pool from 98 to 150+ units present a significant opportunity for revenue growth.
Growing Medical Tourism: The proximity to major hospitals and medical centres positions the property to capitalise on the growing medical tourism market.
Emerging Corporate Hubs: As new business districts develop in Melbourne, there's potential to expand corporate partnerships and guest base.
Technology Integration: Implementing cutting-edge hospitality technologies could enhance guest experience and operational efficiency.
Sustainability Initiatives: Adopting green practices could appeal to environmentally conscious travellers and potentially reduce operational costs.
Extended Stay Market: The growing trend for extended stay accommodations presents an opportunity to further develop this segment.
Local Partnerships: Collaborating with local businesses and attractions could enhance guest offerings and create additional revenue streams.
Threats:
Increasing Competition: The entry of new luxury serviced apartments or hotels in the area could intensify competition.
Economic Downturns: Global or local economic recessions could impact corporate travel budgets and overall demand.
Regulatory Changes: Shifts in regulations related to short-term rentals or serviced apartments could affect operations.
Pandemic Resurgence: While the property has shown resilience, future pandemics or health crises could impact travel and occupancy.
Currency Fluctuations: As an international destination, significant changes in exchange rates could affect demand from overseas travellers.
Online Travel Agencies (OTAs): Increasing reliance on OTAs could impact profit margins due to high commission rates.
Changing Travel Trends: Shifts in travel preferences, such as a move towards more authentic or unique accommodations, could pose a challenge.
This SWOT analysis highlights The Sebel Melbourne Malvern's strong market position and the significant opportunities for growth, while also identifying areas for strategic focus and potential challenges to be mitigated. The property's strengths, particularly its location, financial performance, and experienced management, position it well to capitalise on opportunities and navigate potential threats in the dynamic Melbourne hospitality market.
7. OUR PRODUCTS OR SERVICES
The Sebel Melbourne Malvern offers a range of premium serviced apartments and amenities. From stylish studios to spacious two-bedroom suites, our accommodations cater to diverse guest needs, complemented by top-tier facilities and personalised services.
7a. SERVICES
The Sebel Melbourne Malvern offers a comprehensive range of premium accommodation options and services, designed to meet the diverse needs of our discerning clientele. Our product offerings are carefully curated to provide a perfect blend of luxury, comfort, and functionality, catering to both short-term travellers and long-term residents. Here's a detailed overview of our products and services:
Accommodation Options:
Studio Apartments (30-35 sqm):
Modern, open-plan living spaces
Queen-size bed
Fully equipped kitchenette
En-suite bathroom with premium amenities
Smart TV and high-speed Wi-Fi
Work desk and ergonomic chair Ideal for solo travellers or couples on short stays.
One-Bedroom Apartments (50-55 sqm):
Separate bedroom with queen-size bed
Spacious living area with sofa bed
Full kitchen with modern appliances
En-suite bathroom with washer/dryer
Private balcony in select units
Smart TV and high-speed Wi-Fi Perfect for extended stays or small families.
Two-Bedroom Apartments (70-75 sqm):
Master bedroom with queen-size bed and en-suite
Second bedroom with two single beds
Spacious living and dining area
Full kitchen with premium appliances
Second bathroom with washer/dryer
Large balcony with city or garden views
Smart TV and high-speed Wi-Fi Ideal for families, groups, or executives requiring more space.
Penthouse Suites (100-120 sqm):
Two or three bedrooms with luxury furnishings
Expansive living and dining areas
Gourmet kitchen with high-end appliances
Multiple bathrooms with premium fixtures
Large terrace with panoramic views
Smart home technology throughout Designed for VIP guests or those seeking the ultimate luxury experience.
All apartments feature:
Climate control
Blackout curtains
Soundproofing
Premium bedding and linens
Secure keyless entry
Services and Amenities:
24/7 Concierge Service:
Check-in/check-out assistance
Luggage storage
Restaurant reservations and local area recommendations
Transportation arrangements
Housekeeping:
Daily housekeeping for short stays
Weekly service for extended stays
Additional cleaning services available on request
Business Centre:
Meeting rooms with audiovisual equipment
Printing and scanning services
Private workspaces
Fitness Centre:
State-of-the-art gym equipment
Yoga and stretching area
Personal training sessions available
Wellness Facilities:
Indoor heated pool
Sauna and steam room
Spa treatment rooms with a range of services
Dining Options:
In-room dining service
On-site café and bar
Partnerships with local restaurants for delivery services
Laundry and Dry Cleaning:
In-apartment washer/dryer in most units
Professional laundry and dry-cleaning services
Secure Parking:
Underground parking with CCTV surveillance
Electric vehicle charging stations
High-Speed Internet:
Complimentary Wi-Fi throughout the property
Option for dedicated high-speed lines for business travellers
Entertainment:
Smart TVs with streaming capabilities
Bluetooth sound systems in all apartments
Child-Friendly Services:
Babysitting services on request
Children's play area
Baby cots and high chairs available
Pet-Friendly Options:
Select apartments available for guests with pets
Pet amenities and walking services
Airport Transfers:
Luxury car service available for airport pickups and drop-offs
Corporate Services:
Customised long-stay packages for corporate clients
Assistance with local business registrations and services
Event Spaces:
Versatile function rooms for small gatherings or meetings
Catering services available
Sustainability Initiatives:
Energy-efficient appliances and lighting
Recycling programs
Use of eco-friendly cleaning products
Our diverse range of products and services at The Sebel Melbourne Malvern is designed to cater to the varied needs of our guests, whether they're staying for a night, a week, or several months. From our well-appointed apartments to our comprehensive amenities and personalised services, we strive to provide a seamless, luxurious experience that exceeds the expectations of our discerning clientele. This commitment to quality and service excellence is a key driver of our high guest satisfaction rates and strong repeat business, positioning The Sebel Melbourne Malvern as a leader in the premium serviced apartment sector.
8. COMPETITOR ANALYSIS
The Sebel Melbourne Malvern operates in a competitive luxury accommodation market. This analysis examines our position relative to key competitors, highlighting our unique strengths and areas for strategic differentiation in Melbourne's dynamic hospitality landscape.
8a. COMPETITOR ANALYSIS
In the competitive landscape of Melbourne's luxury accommodation sector, The Sebel Melbourne Malvern holds a strong position. However, to maintain and enhance this position, it's crucial to understand our competitors and how we stack up against them. This analysis examines key competitors, their strengths and weaknesses, and how The Sebel Melbourne Malvern differentiates itself in the market.
Quest Malvern
Location: 1.5 km from The Sebel Melbourne Malvern
Strengths:
Well-known brand in the serviced apartment sector
Competitive pricing
Good location near Malvern station
Weaknesses:
Smaller apartments compared to The Sebel
Limited on-site amenities
Less luxurious finishes
How We Differentiate:
Our more spacious apartments and premium finishes appeal to luxury-seeking guests
Our superior on-site amenities, including a pool and spa, offer a more comprehensive experience
The Sebel brand carries a higher prestige, allowing for premium pricing
Punthill Apartments Malvern
Location: 2 km from The Sebel Melbourne Malvern
Strengths:
Modern, stylish apartments
Good value for money
Pet-friendly options
Weaknesses:
Limited business facilities
No on-site dining options
Smaller property with fewer room types
How We Differentiate:
Our extensive business facilities cater better to corporate travellers
Our on-site dining options provide added convenience for guests
Our larger property allows for more diverse room types and better availability
The Como Melbourne - MGallery by Sofitel
Location: 5 km from The Sebel Melbourne Malvern (in South Yarra)
Strengths:
Luxury brand recognition
Prime location in fashionable South Yarra
Extensive on-site facilities including a rooftop pool
Weaknesses:
Higher price point
Smaller apartments compared to The Sebel
Less suitable for long-term stays
How We Differentiate:
Our location in Malvern East offers a quieter, more residential feel
Our apartments are more spacious and better equipped for extended stays
We offer more competitive pricing while still providing luxury amenities
Adina Apartment Hotel St Kilda
Location: 7 km from The Sebel Melbourne Malvern
Strengths:
Beachside location appealing to leisure travellers
Good range of apartment types
On-site restaurant and bar
Weaknesses:
Further from CBD and business districts
Older property with some dated features
Less appeal to corporate travellers
How We Differentiate:
Our location is more convenient for business travellers and medical tourists
Our newer, more modern facilities appeal to discerning guests
We offer a better balance between leisure and business amenities
Oakwood Premier Melbourne
Location: 10 km from The Sebel Melbourne Malvern (in Southbank)
Strengths:
New, luxury property
Central CBD location
Extensive facilities including a sky bar and infinity pool
Weaknesses:
Higher price point
Busy CBD environment less appealing for extended stays
Less personalised service due to larger size
How We Differentiate:
Our quieter, more residential location appeals to those seeking a 'home away from home'
We offer more personalised service due to our smaller size
Our pricing is more competitive while still offering luxury amenities
Market Position Analysis:
In conclusion, while The Sebel Melbourne Malvern faces competition from various quarters, our unique combination of location, facilities, pricing, and target market positioning gives us a strong competitive advantage. Our ability to cater to diverse guest needs while maintaining a luxury experience sets us apart in Melbourne's dynamic accommodation market.
9. ROADMAP AND GROWTH OPPORTUNITIES
The Sebel Melbourne Malvern is poised for significant expansion. Our roadmap outlines strategic growth initiatives, including increasing our letting pool, enhancing guest services, and leveraging emerging market trends to solidify our position as a leader in Melbourne's luxury accommodation sector.
1
Increase Letting Pool
Expand available units
2
Enhance Guest Services
Elevate customer experience
3
Leverage Market Trends
Adapt to emerging opportunities
9a. ROADMAP AND GROWTH OPPORTUNITIES
The Sebel Melbourne Malvern is strategically positioned for substantial growth in the coming years. Our comprehensive roadmap outlines a series of initiatives designed to capitalise on market opportunities, enhance our service offerings, and cement our position as a leader in Melbourne's luxury serviced apartment sector. This plan addresses both short-term improvements and long-term expansion strategies, ensuring sustainable growth and increased returns for investors.
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1. Expansion of Letting Pool
Short-term Goal (1-2 years): Increase the letting pool from 98 to 120 units.
Medium-term Goal (3-4 years): Further expand to 150 units.
Long-term Goal (5+ years): Assess market conditions for potential expansion beyond 150 units.
Strategy: Negotiate with individual apartment owners to bring more units into the letting pool, emphasising the benefits of professional management and consistent returns.
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2. Technology Integration
Implement a state-of-the-art property management system to streamline operations and enhance guest experience.
Develop a mobile app for seamless check-in/check-out, room service, and concierge requests.
Install smart room technology for climate control, lighting, and entertainment systems.
Utilise data analytics for predictive maintenance and personalised guest services.
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3. Sustainability Initiatives
Implement energy-efficient systems throughout the property to reduce operational costs and appeal to environmentally conscious travellers.
Introduce a comprehensive recycling program and reduce single-use plastics.
Pursue green building certifications to enhance our eco-friendly credentials.
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4. Enhanced Corporate Partnerships
Develop tailored long-stay packages for corporate clients.
Create a corporate loyalty program to incentivise repeat bookings and extended stays.
Establish partnerships with local businesses and co-working spaces to create a comprehensive offering for business travellers.
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5. Diversification of Revenue Streams
Expand and upgrade on-site dining options, including a rooftop bar and restaurant.
Develop premium event spaces for corporate functions and social gatherings.
Introduce luxury retail offerings within the property.
Projected Revenue Growth Over 5 Years
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6. Marketing and Brand Enhancement
Implement a targeted digital marketing strategy to increase direct bookings and reduce reliance on OTAs.
Enhance our social media presence to showcase our premium offerings and engage with potential guests.
Develop strategic partnerships with luxury brands to elevate our market positioning.
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7. Staff Development and Service Excellence
Implement a comprehensive training program to ensure consistent, high-quality service across all departments.
Introduce an employee recognition program to boost morale and retain top talent.
Regularly review and update standard operating procedures to maintain operational excellence.
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8. Health and Wellness Focus
Expand our wellness offerings, including an enhanced spa facility and personalised wellness programs for long-stay guests.
Partner with local health and fitness providers to offer exclusive services to our guests.
Introduce health-focused menu options in our dining facilities.
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9. Local Community Integration
Develop partnerships with local attractions, restaurants, and businesses to enhance guest experiences.
Implement a community engagement program to strengthen our local presence and reputation.
Sponsor local events and initiatives to boost brand awareness and goodwill.
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10. Continuous Property Enhancement
Implement a rolling refurbishment program to ensure all apartments and common areas maintain a high standard.
Regularly assess and upgrade in-room technology and amenities to meet evolving guest expectations.
Explore opportunities for property expansion or acquisition of nearby buildings to increase our footprint in the area.
The Sebel Melbourne Malvern - Vision for Growth
Revenue Increase
Revenue Growth
Increase in 3-5 years
Units
Apartment Goal
Medium-term expansion
By executing this comprehensive growth strategy, The Sebel Melbourne Malvern aims to:
Increase annual revenue by 40-50% within the next 3-5 years.
Enhance our market share in Melbourne's luxury serviced apartment sector.
Improve guest satisfaction scores and increase our repeat booking rate.
Strengthen our brand position and increase direct bookings.
Deliver strong, sustainable returns to our investors.
This roadmap positions The Sebel Melbourne Malvern for significant growth and success in the dynamic Melbourne hospitality market. By focusing on expansion, technological innovation, sustainability, and service excellence, we are well-equipped to meet the evolving needs of our guests and capitalise on emerging market opportunities.
10. INTRODUCTION - USE OF CAPITAL
The Sebel Melbourne Malvern seeks $3.225M for strategic expansion and enhancements. This section outlines our planned allocation of funds, detailing how the investment will drive growth, improve guest experiences, and ultimately increase returns for our investors.
10. USE OF CAPITAL
The Trustee for SEBEL MALVERN TRUST is seeking an investment of $3.225 million, representing a 50% stake in the total acquisition value of $6.45 million. This capital injection will be strategically deployed to secure our position in this premium hospitality asset, setting the foundation for future growth and enhanced returns for our investors.
$3.225M
Investment Sought
50% ownership stake
$6.45M
Total Acquisition Value
Premium hospitality asset
Allocation of Funds:
100% of Investment - Property Acquisition ($3,225,000)
The entire investment amount will be utilised to secure a 50% ownership stake in The Sebel Melbourne Malvern.
This strategic acquisition positions us as a significant stakeholder in one of Melbourne's premier luxury serviced apartment properties.
Expected Impact:
Immediate 50% ownership in a high-performing, established hospitality asset.
Direct participation in the property's current strong cash flows and future appreciation.
Ability to influence strategic decisions to drive growth and enhance property value.
Strategic Rationale:
Prime Market Position: By securing a 50% stake, we gain substantial influence in a property that has already demonstrated strong performance in Melbourne's competitive luxury accommodation market.
Proven Track Record: The Sebel Melbourne Malvern has a verified net profit of $1,217,047 per annum, showcasing its robust financial health and market demand.
Growth Potential: The property's current success, combined with our strategic vision, presents significant opportunities for future value appreciation and increased returns.
Diversification: For investors, this represents an opportunity to diversify into the thriving Melbourne hospitality sector with a premium, established asset.
Stable Income Stream: The property's mix of short-term rentals, long-term corporate stays, and substantial Owner's Corporation salary provides a stable and diverse income base.
Future Capital Allocation:
While the current investment is focused entirely on securing our ownership stake, future profits and any additional capital raises will be strategically allocated to:
Expand the letting pool from the current 98 units to 120+ units.
Implement technology upgrades to enhance operational efficiency and guest experience.
Conduct targeted refurbishments and facility enhancements to maintain our competitive edge.
Execute marketing initiatives to boost direct bookings and brand awareness.
Invest in staff training and development to ensure service excellence.
Return on Investment Projections:
Years 1-2: Stabilisation and initial growth phase. Expected ROI of 8-10%, primarily from existing operations.
Years 3-4: Accelerated growth phase as strategic initiatives are implemented. Projected ROI of 12-15%.
Year 5+: Maturity and optimisation phase. Targeted ROI of 15-18% with potential for further growth through additional expansions or acquisitions.
Risk Mitigation:
Due Diligence
Thorough due diligence has been conducted to validate the property's financial performance and market position.
Established Business
The established nature of the business reduces risks associated with new property developments or unproven concepts.
Expert Management
Our experienced management team will implement strategies to enhance operational efficiency and market share.
Market Analysis
Regular market analysis and strategy reviews will ensure we remain responsive to evolving market conditions and guest preferences.
By focusing our capital investment on securing this significant ownership stake, we are positioning ourselves and our investors at the heart of a thriving hospitality asset. The Sebel Melbourne Malvern represents not just a property acquisition, but an entry point into a proven, cash-flowing business with substantial growth potential. This strategic use of capital sets the stage for strong, sustainable returns and positions us as a key player in Melbourne's luxury serviced apartment sector.
11. INVESTMENT PROCESS
The directors of The Trustee for SEBEL MALVERN TRUST will manage the investment process, including all negotiations, offers, and inspections. Steps in the Investment Process
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Expression of Interest Submission
The investment process begins with submitting your Expression of Interest (EOI) through our project page portal. This initial step requires:
Detailed outline of proposed investment terms and conditions
Specific requirements or requests related to the investment
Supporting documentation that strengthens your expression of interest
Clear statement of intended investment amount and structure
Note: All expressions of interest at this stage are non-binding and serve as a foundation for further discussion.
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2. Draft Term Sheet Development
Upon acceptance of your EOI, we will prepare a comprehensive draft term sheet that outlines:
Proposed investment structure and deliverables
Detailed timeline for investment completion
Payment terms and schedule Key performance indicators and milestones
Rights and obligations of all parties
Governance arrangements and reporting requirements
Both parties will have the opportunity to review and negotiate the terms before proceeding to the next stage. This collaborative approach ensures alignment of interests and expectations.
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3. Due Diligence Process
A thorough due diligence process is essential to protect your interests and verify all aspects of the investment opportunity. This stage includes:
Financial Review
Analysis of historical financial statements
Review of financial projections and assumptions
Assessment of cash flow and working capital requirements
Evaluation of existing debt and liabilities
Legal and Regulatory Review
Verification of corporate documentation
Review of existing contracts and agreements
Assessment of regulatory compliance
Examination of intellectual property rights
Operational Assessment
Review of business model and operations
Analysis of market position and competition
Assessment of management team capabilities
Evaluation of growth potential and risks
Reputation and Track Record
Background checks on key stakeholders Review of past performance and track record Assessment of industry reputation Analysis of customer and supplier relationships
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4. Final Agreement Execution
The final agreement serves as the legally binding document governing the investment relationship. This agreement will:
Incorporate all negotiated terms and conditions
Detail the rights and obligations of all parties
Specify dispute resolution procedures
Include all necessary warranties and representations
Outline reporting and communication requirements
Specify conditions precedent to completion
All parties should seek independent legal advice before executing the final agreement.
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5. Investment Completion
The final stage involves the secure transfer of investment funds:
Fund Transfer Process
Obtain final clearance from legal and accounting advisers
Prepare necessary documentation for fund transfer
Initiate transfer through approved financial institution
Transfer funds to designated solicitor's trust account or as agreed
Important Considerations
Ensure compliance with anti-money laundering regulations
Maintain clear documentation of the transfer process
Obtain written confirmation of fund receipt
Verify that all conditions precedent have been satisfied
Post-Investment Steps
Confirm receipt of share certificates or investment documentation
Establish ongoing reporting and communication channels
Implement agreed governance arrangements
Schedule initial post-investment review meeting
This investment process has been designed to protect the interests of all parties whilst ensuring a smooth and efficient transaction. Each step includes appropriate safeguards and verification procedures to minimise risk and maximise the potential for successful outcomes.
12. CONTACT DETAILS AND THANKS
Thank you for considering this investment opportunity with The Sebel Melbourne Malvern. We look forward to the possibility of partnering with you in this exciting venture. For further information or to discuss this opportunity in more detail, please don't hesitate to contact us.
Godwill Soma
Founder and Managing Director
The Sebel Melbourne Malvern
Email: godwillsoma@gmail.com
Phone: +61 413 463 945
Address:
The Sebel Melbourne Malvern
803 Dandenong Road
Malvern East, VIC 3145
Australia
A Note of Appreciation
On behalf of the entire team at The Sebel Melbourne Malvern, we extend our heartfelt gratitude for considering this exceptional investment opportunity. The hospitality industry in Melbourne is poised for significant growth, and we believe The Sebel Melbourne Malvern is uniquely positioned to lead this expansion with your support.
Your investment would not only provide the essential capital to drive our strategic initiatives but also bring invaluable expertise and networks as we enhance our offerings and expand our market presence. We view our investors as true partners in shaping the future of luxury serviced accommodation, and we are committed to delivering substantial value for all stakeholders involved.
We understand that investment decisions require careful deliberation, and we are dedicated to providing transparent, comprehensive information throughout your evaluation process. We sincerely appreciate the time and attention you have devoted to reviewing this information memorandum and look forward to the possibility of welcoming you to The Sebel Melbourne Malvern's journey towards excellence and growth.