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LUXURY RESORT SALES STRATEGY - CAPCANA

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Sales strategy for Luxury Resort and Residential Beach Villas.

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LUXURY RESORT SALES STRATEGY - CAPCANA

  1. 1. STRATEGIC SALES PLAN CAPCANA DOMINICAN REPUBLIC BY ADAM GREENFADER
  2. 2. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Goal Of Strategic Sales Plan: The goal of this strategic marketing plan is to achieve the fastest sell out for Capcana. The key areas of sales focus will be: 1. 2. 3. Puerto Rico Europe - France Canada - Quebec Scope Of Sales Study: The scope of this study is to identify current marketing opportunities. AXYON – Advanced Solutions For Real Estate Development has dedicated this Sales study to the identification and analysis of current opportunities that can be seized in the next six (6) months from January 2008 - June 2008. _____________________________________________________________________ 2 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  3. 3. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Market Research Sources This report was compiled from the below noted sources: 1. 2. 3. 4. 5. Diagnostic site analysis – CAPCANA from 2005-2007 Interviews with current CAPCANA optionees Interviews with local and national real estate brokers Census 2004 data International Real Estate Associations- Fiabci, MIPIM, Urban Land Institute, ARDA 6. CAPCANA Sales Training 2007 7. Assorted Articles from Capcana.com About AXYON AXYON was conceived in 1991 in Paris, France, with the idea of bringing residential developers all inclusive sales, marketing, and research services. Since then, AXYON has become one of the Caribbean’s leading residential development consulting companies. From low income housing to luxury condominiums, AXYON’S professional sales staff is highly qualified, trained, and _____________________________________________________________________ 3 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  4. 4. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I committed. AXYON’s impressive track record has led to the finance, construction, and sales of over 700 Million dollars (US) of projects. Most importantly, AXYON draws upon a network of high net worth professionals in banking, construction, technology and sales. CAPCANA & AXYON In September 2007, CAPCANA & AXYON signed an international brokerage agreement. This strategic sales plan shall form the basis of the brokerage agreement. This marketing plan shall be for a period of six months with. AXYON will launch its strategic plan commencing January 15, 2007. The company will both undertake direct sales and sponsor other licensed real estate agents (independent contractors) in the state of Puerto Rico, France, and Canada. _____________________________________________________________________ 4 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  5. 5. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Market Needs The international luxury market needs top quality resorts such as CAPCANA that can offer high products in a safe and protected ambiance. The market needs assurance of title, construction management, and a smooth sales process. Ease of travel and local transportation is key. end Projected Target Client Profile The projected target client profile is a composition of key “clientmetrics.” The projected target market will most likely consist of well to do families who demand the highest quality community. Even though attractive financing options are now available in CAPCANA, the projected target market will most probably make large down payments; this can range from 50% -100% of the home price. The key sales hot buttons for the projected target market are service, service, and service. They seek absolute comfort, maintenance free living, luxury and lots of free time to entertain and relax. They demand the highest brands in kitchens, floors, windows, appliances, etc _____________________________________________________________________ 5 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  6. 6. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Objectives The primary objectives of our Sales Strategy is to focus our international sales network on a group of high net worth individuals interested in purchasing multiple properties in CAPCANA. Other objectives include: 1. Maintain an office of at least 15 top sales agents 2. Expand our solid, corporate identity in our specified targeted market area. 3. Become one of the top brokerage firms in operation in CAPCANA by our second year of operation, or before. _____________________________________________________________________ 6 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  7. 7. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Sales Goal The goal is to sell 15 properties at an average price of $1,500,000. The total projected sell out is approximately $22,500,000. The homes should close on or before twelve (12) months of the writing of this report. Execution In order to execute said goal, AXYON will: 1. Bring clients - both husband and wife( if applicable) to the CAPCANA 2. Sign agreement form in CAPCANA prior to departure Sales Forecast The first three months will be used to make presentations to clients in Puerto Rico and establish close on a network of sales professionals abroad. The second semester will be to develop word of mouth of satisfied closings and generate referrals from satisfied clients. _____________________________________________________________________ 7 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  8. 8. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I By mid year, the CAPCANA machine will be oiled and producing a stream of consistent sales and visits to the project. The majority of sales shall be produced in this period. Marketing Mix The marketing mix will rely principally on direct marketing. The direct marketing will be both in the form of individual presentations and group presentations. The individual presentations will be held at the client’s home or principal place of business. The group presentations will be held in restaurants, broker’s offices, and at association conferences. AXYON will also present CAPACANA in conjunction with other CAPCANA functions such as the MIPIM conference in Cannes, France. In addition to direct marketing, AXYON will use the internet to develop a web presentation, brochures, and elegant handouts. _____________________________________________________________________ 8 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  9. 9. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Marketing Expense Budget Our attached marketing budget meets with the following criteria: 1. Allow for the maximum site visits to CAPACANA 2. Provide for direct exposure to high net worth individuals who are “ready, willing, & able” to purchase in CAPACANA. 3. Establish and remunerate a network of power brokers. 4. Is consistent with CAPCANA policy & regulations. The attached spreadsheet shows a total marketing budget of $694,000. The budget includes co-brokerages fees, referrals, and direct marketing expenses. _____________________________________________________________________ 9 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®
  10. 10. Strategic Marketing Plan January 1, 2008 CAPCANA– Dominican Republic Phase I Critical sales issues There are three critical sales issues that can have a significant impact on AXYON’s sales of CAPCANA. 1. Transportation – transportation from Puerto Rico to CAPCANA is contingent upon continuous and inexpensive airfare from American Airlines. Note: Many prospective clients will find it more practical to acquire private transportation. 2. Financing & Title – Up to 2007 all purchases were cash based. Today new financing shall greatly facilitate sales. This product is yet to be tested. 3. Competitive pricing and products- there are new competitors entering the market place. This will affect the sales flow of CAPCANA. 4. International real estate recession - there is currently fears of an international real estate recession. This could affect purchases of luxury product such as CAPCANA. _____________________________________________________________________ 10 Axyon Advanced Solutions For Real Estate Development All Rights Reserved ®

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