Join 14 others & invest in Serendipity Tailormade

Early Adoption Discount

  • 1st.

    First Tranche

    Shares will be sold at a 20 % discount

    $0 share value remaining

    $10.53 Price/Share

  • 2nd.

    Second Tranche

    Shares will be sold at a 15 % discount

    $191,051 share value remaining

    $11.19 Price/Share

  • 3rd.

    Third Tranche

    Shares will be sold at a 10 % discount

    $150,000 share value remaining

    $11.84 Price/Share

  • 4th.

    Fourth Tranche

    Shares will be sold at a 5 % discount

    $100,000 share value remaining

    $12.5 Price/Share

Minimum investment size 500 500

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Available for investment $640,167
Exchange rate applied for this proposal:
Number of shares to be purchased$
Price/Share before discount$
Note: This proposal accepts overfunding; remember it is optional whether the proposal owner decides to accept any overfunding commitments.
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Why Serendipity Tailormade?

Why invest?

Investing in the company’s brand portfolio at this stage means you’re coming in at an early stage in our rapid growth phase. The delivery of Rihaala.com & successes to date has been organic in its nature and now with market validation, the company is looking to build on it’s established base.

Another great r ... see more.

Notable Press

As a leading halal travel enterprise, Serendipity Tailormade have been mentioned across a breadth of media from the UK to the UAE. Here are some links to notable press mentions. With the launch of Rihaala.com on the 30th April, the launch was well received across the following credential press; https://www.arabianbusi ...see more.

The Investors

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The Team

Shareholder
Senior Sales Executive
Marketing Executive
Meet the Team

Serendipity Tailormade are pioneers of halal friendly travel, an established brand looking to become the market leader by 2022.

Why Serendipity Tailormade?

Investing in the company’s brand portfolio at this stage means you’re coming in at an early stage in our rapid growth phase. The delivery of Rihaala.com & successes to date has been organic in its nature and now with market validation, the company is looking to build on it’s established base.

Another great reason to invest is to take advantage of our added incentive where you can travel for less!

Investments of £5,000 - £15,000 will receive a 5% discount for 12 months on Rihaala.com*

Investments of £15,000 - £30,000 will receive a 7.5% discount for 18 months on Rihaala.com*

Investments of £30,000 + will receive a 10% discount for 24 months on Rihaala.com*

*Summary terms of incentive

Not applicable to flight only bookings
Booking on Rihaala.com must include at least 3 nights accommodation
Discount is applied to the total cost of the booking
Discount is valid for the named investor + one nominated person
Either the named investor or the nominated person must travel on the booking
Validity begins from the closing date of the investment with Eureeca
No cash or other alternative can be substituted for the discounted amount.

Serendipity Tailormade has generated £3.5 million in travel revenue to date and flown over 1,900 customers to 102 destinations globally. 2020 is projected to be a record year for revenue and gross profit, with the company projected to break the £1m revenue barrier for the first time. The company’s approach to personal, bespoke and tailored travel experiences designed for the Muslim leisure traveller is a unique proposition and unsurpassed in this niche sector. Each experience is audited for suitability across five core halal friendly elements, ensuring transparency to both consumers and suppliers. The organisation has a wealth of first-hand product knowledge designed to embed trust and maintain high levels of customer satisfaction.

The announcement of Rihaala.com at the Arabian Travel Market is also a significant step in the journey of the company. Highlighted as a game changer in the halal travel space, Rihaala offers the market with it's first dedicated booking engine for halal travel. With coverage in publications such as Arabian Business and The National, there is much anticipation to the deployment of the site.

The core USP's of the business is unique to the process and delivery of halal centric product. Unlike our competitors, we select properties based on their ability to welcome Muslim travellers which means we are able to combine faith-based requirements with incredible experiences. For the consumer, who are avid travellers, the benefits of a product they can be confident will meet their personal and travel goals provides convenience, reduces time in researching and broadens their own travel options.

The brands in the Serendipity Tailormade portfolio are all protected under the ATOL scheme (number 7404) and with ABTOT (number 5369) for complete financial protection for consumers.

Notable Press

As a leading halal travel enterprise, Serendipity Tailormade have been mentioned across a breadth of media from the UK to the UAE. Here are some links to notable press mentions. With the launch of Rihaala.com on the 30th April, the launch was well received across the following credential press; https://www.arabianbusiness.com/travel-hospitality/419087-halal-travel-agency-rihaala-launches-in-dubai https://www.thenational.ae/lifestyle/travel/muslim-travellers-want-sustainable-experiential-and-solo-trips-1.855677 https://www.salaamgateway.com/en/story/Rihaalacom_launches_as_first_dynamic_booking_engine_dedicated_to_halal_travel_content-SALAAM29042019124827/ https://www.phocuswire.com/new-Muslim-OTA-Rihaala-launches https://www.hoteliermiddleeast.com/business/102502-online-booking-platform-targeting-halal-only-travel-launched https://www.zawya.com/mena/en/press-releases/story/Rihaalacom_launches_as_first_dynamic_booking_engine_dedicated_to_halal_travel_content-ZAWYA20190430053956/ The Guardian - April 2016 http://www.theguardian.com/world/2016/apr/07/muslim-lifestyle-expo-london-global-brands-spending-power Financial Times - September 2017 https://www.ft.com/content/21c0f6d0-864b-11e7-8bb1-5ba57d47eff7 The National - September 2017 https://www.thenational.ae/lifestyle/travel/7-of-the-best-halal-holidays-1.662007

The Business

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The business generates revenue through the sale of halal friendly travel products to consumers and the travel trade. The B2C revenue stream is generated through direct sales to end users predominately in the UK over the phone, by email or face to face. All travel itineraries are tailored to the clients’ needs and created through a portfolio of hotels, destination management companies and air services. The average booking value in 2018 was £4,560. Last year, 32% of sales derived from repeat clients and 14% from referrals of clients who have travelled previously. B2B revenue streams are made up of a network of agents in Singapore, Malaysia, Indonesia and South Africa. The most notable collaboration is with the mainstream travel brand, Travel Counsellors, as their halal travel supplier.

At the Arabian Travel Market, the company launched Rihaala.com, an online booking engine (OBE) generating significant interest from national press in the UAE (see notable press links). The offline booking method is ideal for tailor-made solutions, however, with a growing product offering, dynamic trips can be serviced through an OBE environment on a global level; something that is currently not offered to Muslim travellers. The company also intends to grow the tailor-made business in North America, where limited investment to date has yielded positive revenues.

The growth of the three brands in the US, Canada and selected regions globally will be key to developing further premium ticket sales. The North America market is a significant growth opportunity, currently underserved in halal friendly travel options. To date, the company’s reach to the US and Canadian market has been organic. With targeted campaigns, Serendipity Tailormade is confident that it can establish itself as halal friendly leaders in that space. To grow in North America we have a strategy in place which includes the opening of a virtual office, data acquisition and a marketing budget to reach potential Muslim travellers.

Between 2015 and 2060, the Muslim population is expected to grow more than twice as fast as the overall world population. While the world’s population is projected to grow by 32% in the coming decades, the number of Muslims is expected to increase by 70%, from 1.8 billion in 2015 to nearly 3 billion in 2060. In terms of consumer spending, in 2015 the global Islamic economy generated approximately US$1.9 trillion in food and lifestyle sector expenditure. Furthermore, this market is expected to grow to US$3 trillion by 2021.

Generation Z consumers are becoming increasingly important as the Muslim population globally is increasing at a faster rate than any other demographic. The Muslim Millennial Travellers (MMTs) segment is a highly lucrative area in contemporary tourism. Global tourism tracked an estimated 121 million MMTs in 2016, a figure projected to grow to 156 million by 2020. This segment’s travel expenditure is estimated to reach US$ 300 billion by 2026.

Serendipity’s own survey found that 73% of respondents stated that taking a holiday was of significant importance to them, with 84% of married Muslims travelling one or more times on holiday in 2017. The survey also concluded that Millennials in the 18-24 age range (Generation Z) had a lower disposable income and do not currently prioritise holidays compared to 25-40 year olds (Generation Y).

Currently there are limited number of dedicated travel service providers focusing on halal friendly travel. In 2010 and 2011, Serendipity Tailormade (UK), Halalbooking (UK) and Crescent Rating (Singapore) were the three companies who began to tap into the halal holiday maker. Each of these companies took a different approach, with Serendipity Tailormade focusing on bespoke travel, with a personal service through offline channels. Halalbooking focuses on halal hotels, bookable online, with a model similar to booking.com. Finally Crescent Rating is a B2B model, where a halal accreditation programme was developed to encourage hotels and travel companies to attain a ‘Crescent Rating’.

For the organisation to grow, Serendipity Tailormade have laid out a plan for next five years to achieve the following objectives:

1. Become the leading halal friendly travel company globally by 2022.

2. To generate revenues of £30m by 2023.

3. To offer market leading halal friendly travel solutions through online and offline platforms by 2021.

4. To create value within the halal economy through leading edge CRM technology, with travel at the heart of the movement.

5. To begin vertically integrating in the supply chain through the investment into halal centric hotels and ground representation.

The £350k raise would be used to support the following growth strategies;

Rihaala.com £124k
Sales & Marketing £114k
Key Hires £52k
International Expansion £34k
Working Capital £26k

The following exit strategies have been considered and approved by the Board of Directors:

We plan to offer a Share Buyback to all shareholders investing in this round five years following the issuance of shares. The price per share at which the Buyback will be offered shall be determined based on the market value of the Company at that point.

We aim to pay all shareholders an annual dividend whenever possible. This shall ultimately be at the discretion of the Board of Directors, who will approve the dividend payment based on the Company’s annual performance.

We anticipate a possible acquisition by a global competitor taking place over the next 5-7 years, which is very likely to yield a high multiple exit to any shareholders present at the time.

Acquisition as an umbrella brand

As halal friendly travel is a unique sector of the market, mainstream travel companies may find the investment and barriers to breaking into the market too intensive. By acquiring the company as part of their portfolio of businesses, they can add the halal travel market through the purchase of an established and revenue generating company. An example the Kuoni Travel Group not only consists of Kuoni, but also Carrier, Voyages Jules Verne and Kirker Holidays, all specialists in their own right.

Trade Sale

Another potential exit strategy would be to sell to a company within the travel industry looking to expand their own client base. The difference to the above would be the absorption of the valuable client database, product expertise and the knowledge IP the company holds of the halal travel sector.

Previous Interest

In early 2016, Serendipity Tailormade were approached by Sintra who showed interest in acquiring the company. As owners of several niche businesses, Sintra had some interest in acquiring a company in the halal travel sector. At the time, they did not have enough knowledge of the halal travel sector and a few months of discussions the enquiry did not proceed any further.

Public documents

The Investors

Early Adoption Discount

  • 1st.

    First Tranche

    Shares will be sold at a 20 % discount

    $0 share value remaining

  • 2nd.

    Second Tranche

    Shares will be sold at a 15 % discount

    $191,051 share value remaining

  • 3rd.

    Third Tranche

    Shares will be sold at a 10 % discount

    $150,000 share value remaining

  • 4th.

    Fourth Tranche

    Shares will be sold at a 5 % discount

    $100,000 share value remaining

0 - 10,000

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