In

Dubai, UAE

Pollicar, Aleth Jemima M.

3rd Term S.Y. 2021-2022

EXSERVS OTE002 16:20-17:50 TH

Chapter 1

1.0 Executive Summary 1

1.1 Objective 2

1.2 Mission 2

1.3 Keys to Success 2

Chapter 2

2.0 Company Summary 3-4

Chapter 3

3.0 Products and Services 5

3.1 Reflective inputs/outputs necessity 5

3.2 Technical/Global awareness 6

3.3 Expectation 6

3.4 Risk 6-7

3.5 S&D and Economic Valuation 7

Chapter 4

4.0 Market Analysis Summary 8

4.1 Market Segmentation 8-9

4.2 Target Market Segment Strategy 9-10

4.3 Service Business Analysis 10

4.4 Competition and Buying Patterns 11

1.0 Executive Summary

Solace Interior is a proposed venture that offers exhaustive interior service of decorative

elements for homes, offices, restaurants, hotels, commercial retails, and others for customers

who want to improve the aesthetic quality of their spaces. The company also provides access to

products to complement the design consulting services including furniture both new and antique,

decorator fabric, and home and office accessories. In addition, Solace Interior offers the

personalized services the target market desires and can afford in a way that is unique from

concept to implementation.

The company will offer its service in the country of Dubai, United Arab Emirates.

According to Mordor Intelligence, an increase in the commercial sector constructions and a rise

in retail, education, and hospital projects are expected to demand interior projects in the market.

The commercial hubs of the United Arab Emirates, Dubai, and Abu Dhabi have fast growth in

real estate markets which will further increase interior design projects in the country. Office

supply increase in Abu Dhabi and Dubai is expected to lead to design services in the market.

UAE is spearheading the interior design GCC market with an overall share of about 40%.

Architecture and innovation are transforming the way people live and stay in Dubai.

Interior decorators enhance the inside of buildings or specific rooms in a building to meet

the needs of the inhabitants. They choose colors, paints, furniture, floor and window coverings,

and lighting. Interior decorators' work improves the interior space of homes, offices, and a wide

variety of businesses and organizations.

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1.1.Objective

Solace Interior offers a wide range of interior decoration services to meet any client’s

needs in Dubai, UAE.

The primary objectives of our firm are to:

● Exceed customers’ expectations by providing high-quality interior decoration service.

● Increase the number of clients served per year through superior performance.

● Build a feasible start-up business that is profitable.

1.2.Mission

Solace Interior is an interior decoration service for quality-conscious clients that seek

help with their own choices of designs for their homes and businesses. The company wants to

inform, inspire, and assist people through the process of transforming their home or business

environment to become a unique and personalized expression of themselves and add to their

enjoyment of that interior space.

1.3.Keys to Success

The primary keys to success for Solace Interior will be based on the following factors:

● Provide the highest quality interior decoration consulting experience possible.

● Offer specially selected products to the clients to further meet their interior decoration

needs.

● Open communication with clients. The explanation of different selections and design

options are discussed in detail.

● Continue to study the latest development and innovations in the interior decoration field.

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 CHAPTER II

2.0 Company Summary

Solace Interior is an interior decoration business that was founded last May 2021 located

in Makati City, Philippines. It is registered and owned by a sole proprietor who wants to apply

her skills in doing interior decoration. Solace Interior management team is led by a Chief

Executive Officer/Managing Director, who has proficient knowledge in the industry. The

company’s team encompasses of marketing and sales manager, senior interior designer, and

human resources manager. The company’s mission is to provide a service for quality-conscious

clients that seek help with their own choices of designs for their homes and businesses. The

company wants to inform, inspire, and assist people through the process of transforming their

home or business environment to become a unique and personalized expression of themselves

and add to their enjoyment of that interior space. Solace Interior offers the ability for clients to

access products including furniture both new and antique, decorator fabric, home, and office

accessories. The company offers exhaustive interior services of decorative elements for homes

and businesses. This business assists clients that want to have guidance in developing a

decoration concept that the target market desires and can afford in a way that is unique from

concept to implementation. 

Moreover, the company’s target market is people who prioritize the appearance of their

home and offices, people who perceive themselves as creative, tasteful but seeks validation and

support regarding their decorating ideas. Solace Interior will be differentiated from other interior

decorators by the value it offers in quality, and through the excellent service and support, it

offers. Clients will have a unique experience from our trained and professional interior

decorators and capable of meeting their needs with high expectations. Our company also gives

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access to a wide and unique selection of new and antique furniture, accessories, and decorator

fabrics. The company’s objectives are to exceed customers’ expectations by providing high-

quality interior decoration service, increase the number of clients served per year through

superior performance, and build a feasible start-up business that is profitable.

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 CHAPTER III

3.0 Product and Services

Solace Interior offers an exhaustive interior service of decorative elements for homes,

offices, restaurants, hotels, commercial retails, and others for customers who want to improve the

aesthetic quality of their spaces. The company also provides access to products to complement

the design consulting services including furniture both new and antique, decorator fabric, and

home and office accessories. 

Services available through Solace Interior include:

 A distinctive experience from a trained and professional interior decorator that is

qualified and skilled in meeting the needs of the clients.

 Access to a wide and unique selection of new and antique furniture, accessories,

decorator fabrics, textiles such as rugs and upholstery, wall paint colors, and finishes.

 Window treatment including a variety of hard window coverings.

3.1 Reflective Inputs/Outputs Necessity

Solace Interior focuses on providing interior decorator consultants.  This is

complemented by specially purchased furniture, art pieces, decorator fabric, and accessories for

the home and office. The company’s participants in the area of interior decorating service comes

from six general categories; interior decorators, traditional furniture stores, traditional fabric

retail stores, catalog and Web-based sales, click and mortar discounters, and individually owned

stores. Most of these players have some type of an online presence.

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3.2 Technical/Global Awareness

The company offers services that include positioning and organizing a client’s furniture

and accessories. Solace Interior was able to identify global trends and use the information when

designing both globally and locally, as consumers demand different decoration ideas for their

homes and offices. Also, the company built a website showcasing the best interior decorating

projects, explaining the education and experience in the field so prospective clients feel confident

that the decorators can make their homes beautiful too. In addition, the website serves as an

access for our clients to know their concerns and also promoting the company.

3.3 Expectation

Solace Interior anticipates to help in determining the look and feel of a client’s home and

office by selecting and placing decorative elements such as paint, textiles, accessories, and

furniture. This client-facing role involves meeting directly with clients to get a sense of how they

intend to use their space and how they want it to feel. The company’s interior decorators work

within their clients’ budgets to bring a room to life. 

3.4 Risk

Solace Interior involves management systems, processes, and procedures that ensure all

appropriate health and safety issues are identified and tackled during the decorating process. The

company ensures that the intended project does not involve hazardous activities or allied risks.

One of the first steps is to identify potential risks associated with any aspect of the project, once

potential risks have been identified, decorators must amend, revise or change their designs to

eliminate or minimize the identified risks. Also, the company involves providing information

that allows the decorator team members to prepare, to facilitate health and safety throughout the

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project’s duration. Clients must be aware of their duties in relation to risk and their implications

and it is the duty of decorators to ensure they are aware. Solace Interior ensures that the safety

issues are properly addressed during the project development so that the risk of harm is reduced.

3.5 S&D & Economic Valuation

Solace Interior Sales and Distribution management services include:

 Reviewing product line with the client to ensure accurate knowledge and representation

 Discussing company expansion plans and identify goals

 Evaluating existing marketing materials and developing strategies for future networking

 Reviewing current distribution channels to outline strengths and weaknesses and planning

for future distribution targets

 Developing a list of potential outside representatives, defining sales territories, and

constructing a national sales plan

 Evaluating existing representation within design center showrooms and preparing target

list for recommendation and review

 Networking with industry partners in management, sales, manufacturing, and media

Solace Interior aims to have an economic valuation for all its assets at the estimate of $214,300.

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 CHAPTER IV

4.0 Market Analysis Summary

Solace Interior has a defined target market that will be the basis to put up this business.

The company’s client is similar for both the residence and office spaces, but the target market is

identical based on their preferences for each of those spaces. 

Optimal service offerings and effective marketing are crucial to the success and

profitability of the Solace Interior. The owner has solid information about the market and

recognizes a great deal about the common attributes of the clients that are expected to be loyal to

the company. This information will stand as a support to better understand who Solace Interior

will serve, their specific needs, and how to better communicate with them. 

4.1 Market Segmentation

The profile of the Solace Interior clients consists of the following geographic,

demographic, psychographic, and behavior factors:

Geographics

 The geographic market is the affluent sector within the Dubai, UAE area with a

population of 2,921,000 as of 2021.

 The total target population is estimated at 1,127,615 based on the following

demographics.

Demographics

 Female and Male, married, and have a decent job

 A combined household annual income greater than $120000

 Businessman and Businesswoman who owns offices and retail buildings

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  Age range of 25-54 years old

 May have interior decoration requirements for their residence and office space.

Psychographics

 Prioritizing and giving importance to the appearance of their home and offices.

 Being creative in planning the decoration of his/her house or offices but seek validation

and support regarding his/her decorating ideas.

 Interested in reading different magazines about interior decorating.

Behaviors

 Has a hobby of decorating their home.

 Their home serves as a representation of who they really are.

 Has an active role in planning the decoration of their home and office space

4.2 Target Market Segment Strategy

The company’s marketing strategy will generate awareness, attraction, and interest from

our target market for what Solace Interior offers its clients. The target markets are separated into

three segments, “Boomers in Transition”, “Young Professionals”, and “Commercial Real Estate

Owners”. Solace Interior will provide service to these well-defined and accessible target markets

that focus on the appearance of their spaces.

Boomers in Transition- These clients are ranging in age from 50-65 years old. They are

going through a planned life transition which means changing or remodeling their homes. The

second priority of their income will go to the decoration of their home. The woman of this couple

manages the selection of the decoration and also a decision-maker. 

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 Young Professionals- This group ages between 25-35 years old, establishing their first

“adult” household. They both work and earned approximately $60000 income annually, and now

want to invest in their home.

Commercial Real Estate Owners- People in this group typically ranging in age from 40-

55 years old. Their priority is to enhance the appearance of the areas of the building by applying

pleasing decoration to attract business owners to rent. They earned approximately $261630 a

month.

4.3 Service Business Analysis

Solace Interior continues to be competitive with a product concern with decorators of all skill

and background levels available throughout the market.

 Potential Competitors: There are many other interior decorators in the Dubai area and

these competitors range from those that provide full service of decorating the interior of

residences and offices which is similar to Solace Interior.

 Power of Suppliers: Anyone that has a business license can have an access to wholesale

purchase of furniture, accessories, fabrics, and other decorative items.

 Power of Customers: Customers have the ability to reduce the prices of the service and

demand for the product quality to be used for their homes and offices.

 Substitute Products: Many people refer to themselves as interior decorators regardless of

background, experience, and training. They offer products and service which is

increasingly affordable to the customers.

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4.4 Competition and Buying Patterns

Rivalry in the area is strong, with decorators ranging from the home-based, no formal

training individuals to the more formalized professional interior decorators, certified designers

that have close relationships with prestigious architects.  In many cases, clients make the

provider decision on the basis of this order in four criteria with the percentage influences

indicated on each:

1. Referrals and relationships with other professionals, particularly architects  (55%).

2. Personality and “expected relationship” with the decorators  (25% ).

3. Past work experiences  (15%).

4. certification  (5%).

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