Brand strategy
Network architecture
Four branches, the SkiMobile master brand, company-operated branches and franchisees.
One master brand
SkiMobile brings together rental, instructors and the workshop. Naming: ‘SkiMobile · Laplandia’; across resorts: ‘SkiMobile · Sheregesh · Laplandia’.
Name the pavilion ‘SkiMobile · Snezhnaya, 22’. Service names — Rental, Instructors and Workshop — support the master brand rather than forming separate brands.
Operating branches
Laplandia — 3a/1 Turisticheskaya Street. Hotel-based branch.
Laska — 19 Sportivnaya Street. Hotel-based branch.
Malka — 2 Olimpiyskaya Street. Hotel-based branch.
Snezhnaya branch — 22 Snezhnaya Street. Pavilion with souvenirs and a coffee shop.
Growth model
Expansion to other resorts through company-operated and franchise branches: a mixed network.
Shared and local rules
Company-operated and franchise branches share the three commitments, preparation and communication rules, glossary and current brand book. The network uses one logo, palette, typography and composition system.
Verified addresses, hours, contacts, assortment and photos may be updated locally. New names, pricing rules, advertising promises and identity changes require owner approval.
Branch launch package
Address and format → responsible person → training → preparation, fitting, price and delivery checks → current visual templates → map listings and guest journey review. Governance contains the detailed checklist.
Fixed and local elements
| Element | Network standard | Local fields |
|---|---|---|
| Identity | Logo 1.0, colours, Manrope, pictograms and application rules. | Branch name, address and actual entrance photograph. |
| Service | Agreed timing, comfort with replacement and transparent pricing. | Assortment, opening hours and confirmed delivery route. |
| Terms | Explain contents, period, cost and handover before ordering. | Actual branch price list and service provider. |
One branch record
- Maintain a branch passport: resort, public name, address, format, provider, lead, hours, contacts and entrance route.
- Update the website, map listings, entrance sign, price list and QR applications from one record. Assign staff to check consistency after changes.
Branch selection and shared contacts
The default is Laplandia, 3a/1 Turisticheskaya Street. Branch selection persists. Nearest-branch detection runs only on guest request using building coordinates; a map provides the exact route. Manual selection remains available when location is denied.
The current network uses a shared phone, WhatsApp and Telegram. Contacts are not presented as individual branch numbers; unverified hours and availability are not used in indicators.