School of Service · Concept development

A clear idea.
A coherent business.

What should your business be, who is it for and why should guests choose you? We help hotels, restaurants and experience businesses develop new concepts and give existing ones a clearer direction.

Discuss your concept

Your next step

From an initial idea to a considered whole.

Create something new.

You are planning a new business and need to bring the audience, offering and experience together in one clear idea.

Develop what you have.

Your business needs a fresh direction. We explore what to strengthen, change and prioritise.

Connect multiple locations.

The core concept needs to be clear, with room for local conditions and practical operational decisions.

How we work

Understand. Define. Test.

01 · Understand the context.

We explore your audience, operations and business. What need should the concept meet, and what can you build on?

02 · Set the direction.

We define the concept’s core: positioning, guest experience, offering and principles to guide your decisions.

03 · Test the whole.

We examine how the concept works with capacity, staffing and operations. Together, we prioritise the next steps towards implementation.

A foundation for informed decisions.

Depending on the assignment, outputs may include a concept description, target audience and positioning, principles for the offering and experience, and a prioritised development and implementation plan.

We agree on goals, scope, deliverables and fees based on your situation.

Experience to build on

Concept development informed by operations.

Oscar Lindeberg has worked with concept development over time, including assignments for TUI. His hospitality leadership experience brings a practical understanding of how the idea, offering and operations need to fit together.

Concept development and Service Design.

Concept development sets the direction for what the business should be, who it serves and why guests should choose it. Service Design develops how service works along the guest journey and how teams deliver it day to day.

They are separate assignments that can complement each other. Explore Service Design →

Let’s start with your idea

What would you like to create or develop?

Bring an early idea or an existing challenge. In an initial conversation, we explore your situation and a possible next step.

Book a call · 30 minutes