Index and Summary


Index and Summary

Villa Secrets Business Development & Software Framework
For Cape Town Luxury

By Nick Ray Ball 14th March 2016

Presented in meticulous detail over 19 pages, including many videos on specifics. However for speedy reading each page has as a headline and a short description, as seen below.

Nick Ray Ball – String Theory, Networks and Networking

Nick Ray Ball – String Theory, Networks and Networking

Nick Ray Ball – String Theory, Networks and Networking

By Nick Ray Ball 13th March 2016

The elasticity of String Theory & The Theory of Everything explained as never before, ‘a network of companies, within a next generation Software Framework’

String Theory, Chaos Theory, The Higgs Boson and The Theory of Everything, explained as ‘strings of companies, given power by the S-World/Villa Secrets Network.’

But before the particle physics, some network history. Which in a way started in 1991 and ran till 1999 as a part of Nick Ray’s job as a Cubase programmer was to create Midi networks. However the first, almost global network was nearly created in 2004.

Lux Guides – Virtual Travel Network – 2004

S-World and Villa Secrets stem from a global networking project called Lux in 2004, which was the global title for the & the which were the first working virtual tour websites created using Flash and JavaScript.

Having already made a deal with SA’s only satellite TV network to present the tours on their digital channels, the objective was to connect to Galileo GDS to bring online booking of hotels onto the website.

Quite a lot of work was put in and interesting partners were made along the way, but in the end, the project did not get off the ground, and worse the website domains were not extended and all the work was lost, except for an adaptation that is seen on

10 advantages of the Villa Secrets Network


10 Advantages for Members of the Villa Secrets Network

By Nick Ray Ball 24th February 2016

During the creation of the Strategic Growth Plan, it became clear that most profitable path for Cape Town Luxury Villas was to remain a part of the Villa Secrets Network. As a franchise receiving software updates for free, or a non-fee paying member, paying a pre arranged cost for all software updates.

However their are more advantages to membership of Villas Secrets that software, 10 are presented on this page, to be elaborated upon at a later date.

Before reading its necessary to understand what Villa Secrets is, or maybe better explained, what it is not. It is not a villa rental agency, it is a software framework and integrated marketing platform applied to the luxury villa industry globally.

Villa Secrets does not rent villas, it does not sign mandates and it does not manage properties.

Villa Secrets creates web franchises and does everything in its power to make sure those franchises succeed, by superior technology, network structures and hospitality initiatives.

In terms of Cape Town Luxury Villas, if it were to be sold as a ‘non fee paying’ member of Villa Secrets, it would enjoy all the benefits of membership. Hence any advantage to the Villa Secrets network is an advantage to Cape Town Luxury Villas.

1. Recruit mandates to the network

Much work has been put into creating a package that will temp villa owners and property managers into offering a sole mandate for their property.

For new owners who approach Cape Town Luxury Villas, the process is relatively simple. However, trying to temp owners who are already represented or self-represented, one needs something special.

So we are working towards the 25% mandate, (competitors charge 40%) with intent on seeing good occupancy for the owner and only the exclusive quality websites representing the villa. Over four years we are looking to create a network of 16 of the most well respected companies and only present the villa within that network, backed up by mass subscriptions and a prime placement on HomeAway and AirBnb.
The system would work with the agency that owns the mandate receiving 10% and the referring agency receiving 15%.

We are looking for only world class international agencies and tour operators, the top SA agencies, such as Rhino Africa, and a few select villa and estate agencies in Cape Town.

The bigger this network gets the more firepower the network has. The more market share it will contain and so the more impressed a villa owner will be.

One will be able to guarantee placement on the homepage of half of the agencies.

Currently given an opportunity, the owner of Cape Town Luxury Villas will find it easier to recruit a mandate shared with Cape Villas, Villa Secrets and Esperance Africa that it would be working solo. Add more quality agencies and the network becomes more appealing.

There is actually a lot more to this point. The creation of websites for villas mandated to us for one, and various marketing options for owners including representation in Villa Secrets magazines and videos.

In addition we are developing a custom property management system which is made unique by its easy price estimation tool.

2. Free Software Licences

By late 2017 the Villa Secrets software framework’s current plans shows us paying about $10,000 a month in software licensing.

By being a part of the Villa Secrets network, Cape Town Luxury Villas would have access to all the non ‘per user’ software for free.

That’s millions of rand a year in and a truck load of awesome software.

3. Free use of the software developed by Villa Secrets

There is a lot more to the use of available software than just buying the licence. Villa Secrets need to interface with the software company’s API to create a unique dataset which all software components connect. Only then can a system be created that is tailored specifically to the villa rental industry.

The software created will far exceed any non-Villa Secrets network rival. As a Villa Secrets network partner, one would benefit from all the advances that happen and all software created.

Villa Secrets Custom Software

a. Already Included Software – Magic Keywords – White Hat SEO Software
b. Software in Development – VS Mobile App – Dedicated JQuery Mobile Website
c. Software in development – Magic Menus – Intelligent XML Sitemaps – CMS Logic
d. Software to be developed – Divergent CRM & Marketing Platform

4. SEO, links from within the network

This is something we do, very lightly, and only in such a way that is of genuine benefit to the page.

However as we are creating the network in such a way as each website has a different owner and different address. And we use a set of different servers, IP’s and subnets. Links from one website to another will count.

We made a link to Cape Town Luxury Villas from Cape Villas Homepage in 2014 and it made a big difference, but it was removed after a few months.

Now we are at a point where we are going to link it again to Cape Town Luxury Villas, and we hope for the same positive result.

In addition, we are going to be making some targeted links from individual pages on Cape Villas, to blogs on the same or similar property, found on Cape Town Luxury Villas and from their link to Villa Secrets.

Making links from web pages to blogs on the same or similar page is perfectly reasonable. In fact, it is improving the client experience as the blogs offer more information and is well presented.

As the network grows there will be more sites linking to each other for relevant search terms. This is often started by a link from Cape Villas or other high authority websites that join the network.

The bigger the network, the more links and the higher Cape Town Luxury Villas will climb in Google and Bing organic searches.

We will create an even amount of inbound and outbound links that will be to the great benefit of Cape Town Luxury Villas. As it will also link to other selected Villa Secrets sites, it is in our interest to create the highest domain authority we can for Cape Town Luxury Villas.

5. Content marketing

Content Marketing (sometimes called inbound marketing) is the only link building technique Google approves of and as such is central to the Villa Secrets network.

Currently we have a team of three. Including a copywriter, a programmer who created the blogs in WordPress and a designer who creates advanced templates and navigation.

In Cape Town we intent to hire more content writers and add a photographer, cameraman and presenter. Producing blogs and videos for the network and guest blogging on high domain authority luxury travel blogs across the world, so bringing in valuable inbound links.

In addition, we auto syndicate blogs to over 20 social networks, which if used by staff from time to time would create links back that counts and provide clients directly.

Many other syndication options are available, for instance buying a directory entry from Best of the Web for $75 not $300. Which offers 8 links to pages and social networks

Cape town Luxury Villas can either contribute one staff member (who can double as hospitality) and have a share of the output. Or make a deal for a fixed rate for one or two blogs per week.

6. 24/7 Live Chat

While at work, our content writers will be manning the live chat as they blog all day about villas. They will have great product knowledge. As they are copywriters they will write to clients in a sophisticated manner, attune to the subject matter.

The advantages of 24/7 live chat are significant, one may receive 100% more enquiries, which enter the funnel with better information, from a client who has spoken with someone and as such is less likely to search for competitors.

Clients will see the 24/7 live chat as a great customer service tool, and be assured. Live Chat is said to decrease the amount of emails hospitality reps have to deal with by over 50%.

It’s a win-win scenario.

But expensive, too expensive for one agency. But not for a network of agencies covering the costs between them. The staff will communally make blogs for all contributors and be on hand to deal with enquiries from a variety of websites along with hospitality and concierge matters.

If Cape Town Luxury Villa were to contribute to one staff salary, they could use the 24/7 live chat service and greatly increase their content marketing and media output.

7. Safari and Hotel Bookings

For Cape Town and Africa agencies, access to safari availability, recommended choices and logistics catered for can lead to significant residual income. As a client that books a villa and safari often generates good income.

For villa rental agencies across the world, having the option to book a hotel for short stay clients that cannot book a villa, is another good source of residual income.

We have exchange NDA’s with Amadeus Hotels which offer BAR rates on most luxury resort hotels, many boutique hotels and luxury guest houses.

Villa Secrets is launching safari and luxury hotel products in 2016/17. Particularly putting a lot of effort into African Safari’s and Resorts.

Cape Town Luxury Villas can benefit from these updates.

8. Shared hospitality department

Villa Secrets is creating a combined hospitality/content marketing/media company, with a staff that is hospitable, employing content marketing and with a media department working in hospitality and concierge when required, assisted by the Divergent CRM.

The current consideration is that each company that has a Villa Secrets website pays the salary of one of the hospitality/content marketing and media department. In doing so, it collectively creates a full and vibrant media department which serves clients when in Cape Town.

Note this department also mans the 24/7 live chat.

There is an option for Cape Town Luxury Villas to contribute to this department, to relive their hospitality needs and at the same time increase their content marketing and media, and in addition receive 24/7 live chat.

9. Shared media department

Following on from the previous point. The creation of professional videos has long been thought of as a worthwhile endeavour. Video is liked on websites, and has the potential to go viral on social media. Videos will not just be about villas, but Cape Town in general, from surfing to paragliding, from Camps Bay to the Winelands.

Technically it’s not hard to master, with programs like Adobe Premier we will make videos in HD fit for airing on television. And we will try to syndicate the footage on TV.

Villas that have videos created, will feel better about Villa Secrets for making the effort and so the media department becomes a recruiting tool, in the hunt for exclusive property mandates.

In addition to creating videos we are working on creating the Villa Secrets magazine (from recycled paper). In 2009 Nick Ray Ball produced the ‘Cape Villas’ magazine. This was distributed with Conde Nast Traveller and had ‘Bulgari’ calling offering a good deal of money in barter for placement in the next magazine.

As soon as the Villa Secrets V2 site is live (expected at the end of March 2016) we will again approach Bulgari about Villa Secrets Magazine suggesting we use their villa in Bali for a Bulgari product placement shoot. We hope they say yes. When they do we will also approach leading fashion brands for product placements and include their couture products within the villa shoots.

This is going to be a very exciting magazine, one way or the other and it will raise the profile of Villa Secrets network to great heights, and it will become a recruiting tool globally.

10. American Butterfly advances and links.

Currently the American Butterfly website if far from complete, it has a nice slideshow on the homepage that attempts to present a million works of business plan in 45 seconds. In the footer is a link to the first book ‘The Theory of Every Business’. But most of the work is still in on Word docs on Nick Ray Ball’s laptop. Their just has not been the time to proof-read the books and add them to the website, Cape Town Luxury Villas and Villa Secrets have been priorities.

However at one point this website and set of books will be uploaded, and if one though that the Divergent CRM was in any way complex, hold on. American Butterfly is the story of the network development in all industries and is considered into Chaos Theory that presents a thought provoking piece of economics.

In books two and three American Butterfly explores some basic principles of particle physics including string theory, super symmetry and quantum theory and finds ways to create the global network according to their rules.

At the very least, when populated with the content and syndicated to universities we expect the American Butterfly website to become an authority, which for Cape Town Luxury Villas is awesome, as being the prototype it will be mentioned and linked to often. The more powerful the American Butterfly websites becomes the more powerful Cape Town Luxury Villas will become.

At the very least, we will be creating about 250 different hi scoring links from the many different relevant categories of ‘Best of the Web blog directory. ’However as American Butterfly is Nick Ray Ball’s favourite project one can expect a whole lot more from American Butterfly.

Cape Town Luxury Villas – Financials 2015


Financials and Management Accounts

for Cape Town Luxury

By Nick Ray Ball 19th Feb 2016

This page presents Cape Town Luxury Villas 2015 financials and 2016 management accounts.

In 2015 Cape Town Luxury Villas recorded an income of $650,000, with Share Holder profit for 2 directors of $72,000. So far in 2016 figures are greater.


Cape Town Luxury Villas Team 1

Financials for Villa Secrets UK tax return in 2015

2015 Financials for Cape Town Luxury

Click here to Download the Spreadsheet

Income: ZAR 9,155,291
Villa Owner Payments ZAR 7,720,760
Turnover: ZAR 1,434,531
Marketing & VAT: ZAR 415,680

Shareholder Profit*: ZAR 1,018,851 ($72,000) (£50,942)


Cape Town Luxury Villas Team 2

2016 Management Accounts

From 18th January 2016 to 1st March 2016

2016 Managemen

Click here to Download the Spreadsheet

After a long running dispute over marketing, in mid-December 2015, Villa Secrets changed the Cape Town Luxury Villas management, this transition took up to the 18th January 2016. At which point the we restarted the Google Ads campaigns and the management team from Cape starting receiving the enquiries from Cape Town Luxury Villas.

This exercise proved very useful, as in February 2015, in their first full month the new team made double the average profit of the old team, showing to any potential new owner or franchisee, that the business model is a success and will show results immediately.

In its first full month, February 2016 the new team from made 140% more turnover than the old teams 2015 yearly average.

Income: ZAR 1,336,041
Villa Owner Payments ZAR 1,104,371
Turnover: ZAR 262,620
Marketing & VAT: ZAR 33,100
Balance: ZAR 203,396 (Shareholder Profit*)
Balance in USD: $12,780
Balance in GBP: £9,034

2016 Average Shareholder Profit so far = ZAR 2,440,748 (£112,274) ($159,000)

* A note on Shareholder profit

Williams and Co accountants, who create the Villa Secrets tax return valued the 2015 shareholder profit as seen above. If a like for like management structure, with a pair of directors contributing their full time to the venture, working from a home or pre-existing office. Or an existing travel company took over directorship.
However, in point 2 of Aldes Atlantics 10 Points on Selling a business it suggests one should calculate shareholder income on a single director. With manager replacement compensation for a second director. If so then 2015 shareholder profit would be about R300,000 less at R700,000.

However as the desired purchaser or franchise or Cape Town Luxury Villas would not be a single owner/director instead a partnership, in valuations, we have used the Williams and Co Shareholder profit.

Villa Secrets Executive Summary – Business Plan in June 2015

By Nick Ray Ball

Villa Secrets Ltd, S-World, American Butterfly, all websites, web domains and business plans presented are solely owned by Nick Ray Ball. This journey began in 2000 with the purchase of The ‘eureka’ movement was in 2010 after creating an individually branded duplicate website for Sotheby’s Realty, in exchange for revenue share. It was considered: “If we create re designed, individually branded copies of including a powerful software framework connected to PMS’s and GDS’s. We could create affiliate partnerships with villa rental companies and estate agencies across the world and have hands on representation in every corner of the planet.”

Now, with five years of planning, two successful prototypes and three books written on developing the software framework and creating networks, is developing strengths in six specific areas.

  1. Custer Service; For each dollar we spend on sales staff, we shall spend eight on customer service, each villa will be visited, officially graded and reviewed. Villa Secrets network clients will enjoy 24/7 first world customer service and our ombudsman division will police the entire luxury villa industry. All websites created will be protected against financial failure and will be members of ASTAABTA, ATOL and other industry regulators.
  2. Marketing Platform; A massive 20% of each company’s turnover is dedicated for marketing. Buying the No1 spot on Google and leaving plenty of change for additional marketing options from our platform.
  3. Web and Software Framework; There are many web frameworks, but none are specific to the luxury villas market. From content management suites to financial software solutions, sales tools and reservation systems. The Villa Secrets framework design details over 40 separate components, many of which dovetail as marketing applications.
  4. Websites and Mobile Applications; We have been creating websites for villas for 15 years; currently we are developing a mobile application. When complete we shall re design the website a thousand times and combine it with our framework. In terms of individual attention, our products are engineered in India at a tenth of the cost of any western web development/design company.
  5. Villas Cloud PMS & Chanel Distribution System; At best 15% of the world’s luxury villas are on booking systems that pay enough commission to warrant our partners championing the consumer. Villas and its stalemates Villa, Luxury and Villas are the front end of a PMS and channel distribution system in conception, designed specifically to assist Villa Secrets companies recruit their local portfolios of villas onto our system and maximise distribution.
  6. Global Network development; From 2011 to 2013 we focused specifically of the creation of the global network and the consideration of how to develop the network into other industries, the websites and are dedicated to global network development.

We are currently at a junction that will see us either start creating our first PMS product or connect with Vacation Roost PMS, we will start to develop Villa Secrets internationally towards the end of this year. However our ambition is to gain the necessary investment to speed up development and network growth. In March 2014 we created the first prototype CTLV which paid $18,500 (25% of its turnover) to Villa Secrets. We have modestly considered the effects of the improved framework and items like ABTA and ATOL membership and for a $12,000,000 investment in our team we expect to the following returns and network growth, generating $943 million dollars in dividend profit over 10 years

Villa Secrets 10 Year Financial Forecast 1.01 Before Law of Diminishing Returns

We desire Villa Secrets to be 50% owned by the leading brands and innovators in the vacation rental industry and 25% owned by Virgin Group. A $4 million investment returns $235 million in 10 years. The spreadsheet system is provided.

Download Spreadsheet