Solbridge Venture, Inc. has developed software tools that help hotel chains solve application integration problems. Solbridge’s Application Integration Server (AIS) provides a two-way interface between central reservations systems (CRS) and property management systems (PMS). At least two important trends in the hotel industry are relevant. First, hotels are shifting away from the manual booking of room reservations and electronic bookings will continue to increase as more bookings are made over the Internet. Second, competitive pressures are forcing hotels to implement yield management programs and to increase customer service. By integrating the CRS and PMS through Solbridge’s AIS, inventories can be better managed, yields improved, and customer service enhanced.
All reservation traffic is routed from the CRS to individual hotel properties. This allows Solbridge Venture to create a database that can be used to track customers and to facilitate marketing programs, such as frequent stay or VIP programs, as a way of increasing customer satisfaction. Solbridge forecasts application integration expenditures in the hospitality industry exceeding $1 billion by 2016.
Bruce Willis founded Solbridge Venture in 2010 and developed the firm’s middleware software and hospitality applications. He has twelve years of systems applications experience and currently is Solbridge’s Chief Technology Officer. Matt Daemon joined Solbridge in early 2013 as President and CEO. Prior to that time, he worked in sales and marketing in the software industry for more than twenty years.
Solbridge Venture’ AIS software development which began in 2010 went through several design changes in 2011. The first product was sold and installed in 2012. Sales were only $500,000 in 2012. However, now that the firm has dependable market-tested AIS products ready to be shipped, revenues are expected to reach $20.8 million in 2016.
Bruce Willis founded Solbridge Venture with $50,000 of his own savings plus $50,000 from friends. Two private investors provided an additional $200,000 in 2011. In addition, $1 million was obtained from a venture capital firm, Katile Capital Partners, in early 2013 in exchange for an equity position in Solbridge. The firm currently is seeking an additional $5 million to finance sales growth.
A. Describe how Solbridge Venture’ AIS software is to help hotels improve customer satisfaction.
B. Describe the life cycle stages that Solbridge Venture has progressed through to date.
C. What types of venture financing have been obtained, or are being sought, by Solbridge?
D. If internal sales growth projections are revised downward after the current financing round, what, if any, disclosure to stakeholders (investors, employees, customers, etc.) should occur? Why?
