<p><span class="p-body">Start-up businesses in the<a href="https://www.sps.nyu.edu/homepage/academics/divisions-and-departments/jonathan-m--tisch-center-of-hospitality/hospitality-innovation-hub/incubator.html" target="_blank"> Hospitality Innovation Hub (HI Hub) Incubator Program</a> within the<a href="https://www.sps.nyu.edu/homepage/academics/divisions-and-departments/jonathan-m--tisch-center-of-hospitality.html" target="_blank"> NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality</a> aim to reimagine industries. And, for<a href="https://movaliving.com/" target="_blank"> Mova Living</a>, they did just that.</span></p> <p><span class="p-body">A participant in the fall 2023 HI Hub Incubator program and current NYU Stern Executive MBA candidate, Julia Maximova created her company to offer flexible stay, designed-focused furnished apartments in New York City for individuals or corporate workers looking for mid-term stays of thirty days or more on-demand</span>.</p> <p>&nbsp;</p> <p>&nbsp;</p>

<p><span class="p-body">According to Maximova, who is also a commercial real estate broker, “During COVID-19 and with the work-from-home mandate, I noticed a rising trend of people wanting to come to New York to work remotely and rent comfortable accommodations in ‘local’ neighborhoods.”</span></p> <p><span class="p-body">“I saw what was being offered in the market, and it didn’t best address the growing demand out there,” said Maximova. “Renting from an Airbnb can be scary, hotels are too expensive, and corporate housing units felt outdated or sterile—I thought I could do better.”</span></p> <p><span class="p-body">Beyond serving tourists and business travelers, Mova Living offers medical tourism services, providing personalized concierge services catering to individuals traveling to New York for medical procedures or treatments.</span></p>

<p><span class="p-body">“Our business is a blend of hospitality and real estate,” said Maximova, “And the Tisch Center’s HI Hub Incubator couldn’t have been a better fit as it is innovative and forward-thinking, with amazing access to market players.”</span></p> <p><span class="p-body">In addition, during her time in the HI Hub Incubator Program, she enjoyed the mentors’ expertise, genuine willingness to help, and innovative suggestions for her business. The mentors challenged her by asking tough questions about her business and strategic plans.</span></p>

<p><span class="p-body">Maximova learned a lot in the HI Hub Incubator Program working with the program’s mentors. Here is a bit of advice that she has for someone contemplating founding a startup.</span></p> <p><span class="p-body">“Be ready for fast turns; talk to customers often; surround yourself with smart people. And, focus on what you love and are good at—delegate or outsource the rest.”</span></p> <p><span class="p-body">Mova Living has changed her life. “I’m in charge of my own destiny,” said Maximova. “I get to do what I love and build the team I’m proud to be part of.”</span></p> <p><span class="p-body">Discover how NYU SPS can help your start-up. Learn more about the<a href="https://www.sps.nyu.edu/homepage/academics/divisions-and-departments/jonathan-m--tisch-center-of-hospitality/hospitality-innovation-hub/incubator.html#AboutUs0">&nbsp;NYU SPS Jonathan M. Tisch Center of Hospitality HI Hub Incubator Program</a>&nbsp;and its mission to provide NYU-affiliated start-up businesses and young entrepreneurs with core business services.</span></p> <p>&nbsp;</p>