Jane Thompson and Element 11
What is your business?
Element 11 is a provider of luxury serviced apartment accommodation in Liverpool City Centre. We are looking to offer a broader range of accommodation for visitors to stay when visiting Liverpool. We aim to replicate the features and services any boutique hotel would offer - comfortable contemporary interiors, but with the added benefit of a spacious and more relaxing atmosphere.
Why did you start it?
My business partner and husband, Paul, had always had an interest in property. Before starting Element 11 we had been involved in property development and renovation. I think I got the bug whilst helping my family renovate a 150 year old cottage, I enjoyed watching the transformation from old wreck to a unique family home. We started to think of providing serviced apartments in Liverpool, from our own experiences travelling. We have always preferred to stay in apartments rather than in a standard hotel room. We just enjoy the experience a lot more, the freedom and the space of your own apartment is very appealing. We thought 2008 would be the perfect year to launch our business, with the extra influx of tourists things are going great.
What did you do before ?
My experience has been gained in the world of corporate finance. Paul's experience was built in the manufacturing and engineering industries. He worked as an engineer for many years, travelling worldwide working for motor vehicle and aerospace companies. I think that is why we enjoy our new venture so much as it's far removed from previous employment.
What makes your business unique?
I think the way we deal with our guests is what sets Element 11 apart. We try to build a rapport with our guests from the moment they enquire about one of our apartments. We know repeat custom and "word of mouth" business is invaluable as a new business, so we try to treat our guests like one of the family. As a serviced apartment provider we are trying to be competitive through every new media avenue. We hope to push the boundaries with regard to how we present and market our business.
What are your plans to make the most of Capital of Culture?
Apart from just enjoying the buzz around the city and soaking up the atmosphere, we will be trying to maximise our profile this year with the abundance of new faces in the city. If we can't do it this year we never will!
Any Tips?
Liverpool is very insular and everyone knows everyone. Try to use this to your benefit and start to network as much as possible. This will offer up exciting business opportunities you didn't know existed.
