SKYLINEPOWAI Sales & Marketing Finale Presentation

30-06-2010 An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder Sareen 1

"It isn't sufficient just to want — you've got to ask yourself what you

are going to do to get the things you want.” - Franklin D. Roosevelt

30-06-2010An exclusively private & confidential presentation for the SKYLINE GROUP by, Tarun Mohinder

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“To be successful, one doesn’t need to do different things…

…one just needs to do things differently!” – Oscar Wilde

The ‘SKYLINE GROUP’ is the fruition of a merger between 4 dynamic groups...Sharma’s, Dave’s, Daisaria’s & Tater Groups, all having proven presence, in real estate, since more than 3 decades

Created homes for over 1.5 lakh families, untill date 32 acres to be developed on a hill-site in Powai, in the premium &

super-premium categories Will start with 2 Towers of 30 Stories with 100 luxurious villas of 4-5

BHK, total area to be developed is 1.2 million sq. ft. Much better version of Galleria to be developed World-class School to be developed Current estimated value of all the project, at least of Rs 7,000 crores


Long-term: Be the top & most sought-after ‘Landmark SKYLINE’ Developers’

in the country within 3 years

Mid-term: Add more ‘Glitter’ to the already shining ‘SKYLINE’ of ‘Powai’ &

Mumbai, within 2 years

Short-term Booking all the premium & super-premium 100 villas before

December, 2010


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India's wealthy population crossed one-lakh mark in 2009, Press Trust of India (New York) June 23, 2010, 17:30 IST!!!

India's population of HNWIs (High Net Worth Individuals) grew by as much as 51% to over 1.26 lakh in 2009, riding on the surge in market valuations & improved economic growth

According to the 2010 Merrill Lynch-Capgemini World Wealth Report, in India, the number of HNWIs with minimum investable assets of $1 million (around Rs 5 crore) rose to 1,26,700 by the end of 2009 compared to just 84,000 in 2008

India also has a relatively high market-cap-to-GDP ratio (twice its GDP) & its stock-market capitalisation more than doubled in 2009, after dropping 64.1% in 2008, the recovery was also underpinned, however, by the strong outlook for India's underlying economy

Among Asia-Pacific markets, Hong Kong & India led the pack, rebounding from mammoth declines in their HNWI base & wealth in 2008 due to strong growth of their stock markets

Wealth of Asia-Pacific HNWIs rose to $9.7 trillion by the end of 2009, a 30.9% increase over the previous year

*HNWIs are defined as those having investable assets of $1 million or more, excluding primary residence, collectibles, consumables & consumer durables


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Interestingly, for the first time-ever, the wealth of Asia-Pacific HNWIs surpassed that of Europe's HNWIs ($9.5 trillion) in 2009. In Asia-Pacific, China & India will continue to lead the way, with economic expansion & growth likely to keep outpacing more developed economies. The region's HNWI growth is likely to be the fastest in the world as a result

China continues to have the world's 4th largest HNWI base of 4,77,000 wealthy people at the end of 2009

Overall, the world's population of HNWIs grew 17.1% to one crore in 2009, returning to levels last seen in 2007, despite contraction in the world GDP

Global HNWI wealth similarly recovered, rising 18.9% to $39 trillion, with HNWI wealth in Asia-Pacific & Latin America actually surpassing 2007 levels

The global HNWI population, nevertheless, remains highly concentrated in the US, Japan & Germany, which accounted for 53.5 % of the world's HNWI population at the end of 2009, down slightly from 54% in 2008

Australia became the 10th largest home to HNWIs after overtaking Brazil due to a considerable increase in wealth

Wealth of ultra-HNWIs, having investable assets of $30 million or more, also increased in 2009 & accounted for 35.5% of global HNWI wealth


India’s growth in sync along with other BRIC Nations Government policies continue to encourage Infrastructure & Housing

Sectors for all terms (pun intended) Government is aiming for double-digit growth & is confident about

achieving it sooner than later More people are preferring to buy-out to avail of rebates & try ride

the resurgent realty wave again Contrast in preferences…

• Middle-class are generally preferring 1-2 BHK over 3 BHKs as… Cost of owning & maintaining a flat has gone-up considerably Jobs are increasingly getting ‘Americanised’ – Unsecured!

• Latent demands for 4-5 BHK houses are picking-up as the ‘Novea Riche’, moving up the socio-economic ladder want bigger, better homes, with world-class amenities, as per their respective new status in society


Huge migration from south Mumbai, even of the ‘Traditionally Rich’, (especially after the recent very steep hike in BMC taxes, relocation of consulates & corporate houses), foreigners, NRI’s & HNWIs finally appreciating the economic values, amenities & conveniences offered of staying in the suburbs also

Fast development of the strategically important & most preferred CBDs (Central Business District’s) of Andheri-E & BKC

The MMRDA ‘Metro’ & various other developments of increasing the horizontal connectivity of the vertically already well-connected city of Mumbai (East with the West), are expected to be completed within a year or two are already showing ‘Encouraging’ signs

Only ‘Powai’ has the ‘cost-effective premium residential complexes’ to cater to all our above TA

Fairly high aspiration values in people living in & around ‘Powai’, with Profiling in the area beginning mostly at Upper Middle-class

Except for a Multiplex, ‘Powai’ is more than self-sufficient



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Welcome To

‘Nature’s Own Luxury Destination…

PowaiPowai

Today, brand ‘Powai’ is synonymous with ‘Hiranandani’s’, like Chocolates are with ‘Cadburys’ or Cheese with ‘Kraft’ universally

Hence, a pure piggyback brand ride on brand ‘Powai’ is not at all recommended as we will continue being ‘perceived’ as yet another group of developers here

Therefore, it is strongly proposed that, we completely re-build our own brand, synonymous with this very generic brand ‘Powai’, like for e.g…


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Introducing…Introducing…

SKYLINESKYLINEPOWAPOWAIINature’s Own Super Nature’s Own Super Luxury DestinationLuxury Destination


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A high degree of trust, lineage, & respectability of all our promoters in real estate

Almost 6 lakh people have already been sheltered by them collectively

32 acres to be developed on a hill-site in ‘Powai’ Only of its kind, exclusively for the premium & super-premium

categories in ‘Powai’ Various other premium residential & commercial projects of the

Group are coming-up in the Andheri-E & Ghatkopar areas


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General lack of awareness amongst our TA & general public about the…• Brand ‘SKYLINE’• Amalgamation between 4 such large Groups• Size & importance of all new ambitious projects &

plans, etc. Taking-on brand ‘Hiranandani's’ isn’t going to be easy Surrounding areas are a sheer contrast between the

‘haves’ & ‘have not’s’ No board-approved *sample villa, plush office, sales &

marketing team; their plans, are in place untill date

*sample villa should be developed, adjacent to the sales & marketing office


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After Neutralising all the ‘Weaknesses’, we must announce both the towers latest by mid-September, 2010 to ride the festivities wave

Since, this project is going to be our ‘founding mast-head’ of all our ‘future key plans’ in further developing ‘Powai’ into a ‘ultra-posh locality’, WE MUST GET EVERYTHING RIGHT, BY CREATING AN EVER-LASTING IMPACT’!!!

Need of the hour:

“Let’s not wait for the iron to get red-hot, Let’s hit the iron so hard, that it has to get red-hot!!!”

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External: ‘Hiranandani’s’ from all aspects & the surrounding local areas of ‘Have-

not’s’ potentially spoiling the entire environment/approach to our project Acts of God, man, wars, etc.

Internal: Mix-use towers, never-ever qualify as even ‘semi-posh’ Lack of flexibility to consider height of our villas beyond 9’ height Not having a ‘professional, hands-on sales & marketing team’ in place Multiple-level reporting can prove to be a hinderance Having a team with the entire onus of high targets & responsibility

coupled with Low Salaries, Perks, Incentives & powers, are very dangerous situations for any entity


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Theme of our project should be inspired by nature, in perfect harmony with exemplary space, warmth, comfort & contemporary styling by combining lights, water, flora, fauna & modernism to create a dynamic & distinctive landscape

Very Grand lobbies, with an elevation & stilt of at least 60 feet will not only add to the grandeur but clearly distinguish us from the rest of the developers

Only 2 exclusive ‘Garden Villas’ per floor recommended, preferably 1,00,000 sf. of podium garden space, above the 4-level basement parking, with water

bodies, including a 50,000 sq. ft. resort-styled club house, right in the middle of it, along with spa-like massage treatments, saloon & parlour services, steam, sauna, Jacuzzi & chilled showers, with meditation & yoga pavilions

Hi-tech gym with separate areas for weight training, cardio, kick-boxing & aerobics 2 lagoon-styled, indoor & outdoor swimming pools with separate areas for kids Floodlit tennis courts, glass squash court & indoor games arena with billiards, table

tennis, carrom & chess American university–style multipurpose hall for cricket, basketball, volleyball &

badminton A 5-star Lounge with ample seating F&B & a well-stocked library


24/7 manned Medical Desk for first aid, emergencies, guidance & along with a state-of-the-art ‘ICCU Ambulance’ support

F&B – from a café, 3 fine-dining restaurants to a Air-conditioned banquet hall A strategic tie-up with ‘The Taj Hotels’, ‘Ginger’ will also be an value-add to our

residents/surrounding guests as ‘Ginger’ untill date doesn’t have any properties in & around ‘Unaffordable Mumbai’! A brand association + revenues sharing opportunity for us & a win-win situation for all!

A state-of-the-art business centre with secretarial services, with a minimum of Wi-Max dedicated 3.6 Mb broadband connectivity, with audio-video-conferencing rooms & mini theatre facilities

Convenience store fulfilling all our bread, butter & all daily grocery needs An indoor cricket pitch with automatic bowling machine, to grow ‘Tendulkar’s’ Each floor lobbies over-looking our landscaped gardens & the ‘Powai Lake’ Basement parking for 600-700 cars should be valet-assisted We must also have an outdoor party lawn with a barbeque-pit Separate open parking for residents, their guests, club members & shoppers should also be

created Separate recreational enclosure for drivers to rest, eat & a canteen, along with a ‘on-call’ facility

should also be considered


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Just imagine…your living room with its own private swimming pool/Jacuzzi & a bedroom with its own private lounge & garden over-looking the ‘Powai Lake’

A private hi-speed ‘Otis’ elevator that opens straight into your own garden villa within seconds & one that takes you horizontally to virtually any part of your home, moving half of the wooden-Italian marble floors, an optional but a very key feature for the very young/old/invalid members

The 4 BHK garden villas should be aimed at being a super built-up area of 6,000 sq. ft. & 5 BHK’s 7,500 sq. ft. each, at least

Proposed break-up of a 4 BHK should be, 1,000 sf for living room swimming pool (500 sf in case of a private Jacuzzi-pool), 1,000 sf (1,500 in the case of the 5 BHK of, terrace over-looking the ‘Powai Lake’, 1,000 sf living room, 500 sf dining hall, 500 sf open kitchen/covered only with tinted glasses & 500 sf, each of the 4 Bedrooms, along with wide sundecks, gardens, washrooms should come attached with 4-fixture ‘Duravit’ & ‘Hansgrohe’ cum powder rooms, master bedroom can be allocated extra space for its own private lounge, with each room having large expanses of glazing & majestic views

Ceiling should be a luxurious 10’ at least to give the feel of actually living in a villa Flooring should be a contemporary combination of Italian marble & Swedish wood The kitchen should be a fully-fitted, ‘Poggenpohl’ with gas leakage & smoke detectors, over-

looking a garden Advanced automation like ‘Schneider’s biometric & motion detection’ of the home & ‘Carrier’s Air-

conditioning’ systems will give it’s occupants more security, convenience & comfort


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But the BIG questions are HOW & at what COSTS?

Marketing & Communications: PR: Being proactive, rather than reactive Road Shows: Try & meet as many potential client’s, IPC’s, important 3rd party

brokers, personally, at their offices, as per their own convenience, time, location or preferably at our own site office cum sample garden villa

Events: Identifying & participating in domestic & international property/other conferences where HNI’s & NRI’s can be targeted

Advertising: Launching a very aggressive all-India, Pre-launch, Launch & Post-launch ‘BIG SPLASH’, 360 degree Media Campaign’

Direct Marketing & Collaterals: Better than world-class, things simply never done/imagined ever before!

At What Costs?:• Total of all the above cost’s + sales & marketing teams salaries, perquisites

& performance incentives + a maximum of 2% as brokerage to IPC’s & important 3rd party brokers shouldn’t ideally exceed 5% of the total projected sales proceeds

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Sales: Naturally will be the net result of successful implementation of all the above as,

“Ideas come free, their implementation is the key! ” – Remi Hinduja

Also, to sell such high-end products, one needs ‘Sellers’ & not just ‘Salesmen!!!’

Plan A, Only Creaming the Market (NOT RECOMMENDED): Pricing our product so high, that only very few book the villas initially at

virtually any price, say, Rs 19,999 psf + Rs 199 Floor-rise + Rs 14,99,999, Per Basement Parking & Rs 9,99,999 Per Open Parking

Plan B: Both Creaming & Skimming the Market (STRONGLY RECOMMENDED): Pricing our product inviting enough for a select few , so that we can at least

get our TA initially engaged enough to book the villas at say, Rs 14,999 psf + Rs 99 Floor-rise + Rs 9,99,999, Per Basement Parking & Rs 4,99,999 Per Open Parking

Why?

“To be exclusive, you don’t have to be inaccessible,

you can be exclusive, yet be accessible.” – Amithabh Bachchan


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Since we aim to sell ‘classy’ & not just ‘ordinary homes’, women will play a more pivotal role as ‘natural home-makers’

MULTI-TASKERS, preferably from Luxury Brand/Hospitality/Services background, like…

A Sales cum Brand/Product Manager, 8-10 years experience, with at least a minimum of 10-12 lakhs p.a. CTC + Perks & Incentives

A Sales cum a Brand/Product Senior Executive, 4-5 years experience, with at least 5-6 lakhs p.a. CTC + Perks + Incentives

A Sales cum a Brand/Product Executive, 2-3 years experience, with at least 4-5 lakhs p.a. CTC + Perks + Incentives

A very well seasoned Administrative Head cum Common Pool Executive Assistant for all our Directors & all our other projects, forming the crucial lifeline function between the Board, sales & marketing & project management teams, 10-20 years experience, with at least 5-6 lakhs p.a. CTC bracket + Perks + Incentives

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Board-approved…• An ultra-posh sample garden villa• Adjacent to our very plush office• Sales & marketing team• Their final action plans, in place before mid-

September, 2010 to at least start able to launch a ‘soft-test marketing campaign’

• Booking all 100 premium & super-premium Villas before EOY, 2010


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• Closest competitors are ‘Lodha’s – Bellissimo’ & ‘World One’, world’s largest residential towers, 117 storey's at Mahalaxmi; ‘Golflinks- Golf Club & Condos, Palava, Kalyan’ & ‘Indiabulls – SKY’, all at least 20kms away from us!

• 3 of them are priced at more than Rs 30,000 psf, twice our proposed price!!

• Our amenities are bound to out-do theirs (except the Golf Club, external & internal structure heights) & we also have the ‘late-starters advantage’!!!


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“Raising The Bar Is Where The Challenge Lies…

…to Be a Game changer In Your Own Game Is Where The Fun Is!”

Filmmaker , Rakeysh Omprakash Mehra


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Real Estate

SKYLINEPOWAI Sales & Marketing Finale Presentation