3. SRISHTI we like to make affordable real estate products
accessible to every customer everywhere in new
and different ways. And our contribution MUST
make a real and significant difference in human life
AIM
01
“A country in which only a few can afford housing is
not a sustainable country. Everyone deserves a safe
place to live. House can transform the quality of life
of individuals and families. It is one of the most basic
needs of the people. Apart from providing physical
shelter, housing have significant impact on the lives
of the dwellers in terms of skills enhancement,
income generation, increased security, health, self-
confidence and human dignity hence we call housing
an Infrastructure, Social Infrastructure”.
BELIEF
02
Offer quality housing solution at affordable price in
most convenient location within committed time and
maximize profitability yet address a social cause to
enable/empower a huge segment of community
(middle class mostly) to buy their place of livelihood/
own home at an EMI equal to their existing rental
amount which they are expending
BUSINESS GOAL
03
4. Improvement in infrastructure facilities
drastically in and around Dhaka city
INFRASTRUCTURE
01
Disposable income is at rapid rise and
middle class is growing at even greater
speed,
DISPOSABLE INCOME
02
Demand is currently 8.5 million units and
90% of that demand is for within the
budget of BDT 20 – 30 Lacs.
DEMAND
03
MARKET SIZE
04
Competition is almost non existent in this
segment
NO COMPETITION
05
SRISHTI
Favourable Factors
Target market size is about 30% of the
population, nearly 5 crore people.
A customised proposition may foresee
unprecedented business
UNIQUE VALUE PROPOSITION
06
5. INDUSTRY OVERVIEW
Insight
GDP
Promise
15%
Growth
By 203 the
contribution of this
sector will hit 20%.
Demand
High
Locale
Inconvenient
Basic Virgin
Need
Social
Infrastructure
Physical Shelter
Increased security, skill
enhancement, income
generation, health, self
confidence and human
dignity.
Demand
8.5 million units
required. 90% within
the vicinity of Dhaka
city in 20 to 30 lacs
range.
No
Competition
Neglected Segment
No builder is
concentrating on
affordable housing
segment yet.
Cheap
The project locations
are inconveniently
placed , poor in
quality.
Customer Experience
Customer experience has
been annoying, out of
reach, boring, imposing,
confusing and
inconvenient
11. 1
E THESE ARE INDEPENDENT LAND OWNERS FINANCING ,
DESIGNING AND DEVELOPING THEIR OWN LAND PROJECTS
D NAKSHI, LIVINGSTONE, DHANSHIRI, SHELTECH,CREDENCE,
EPIC,EHL, BDDL, IMAGINE, BASHATI, RICHMOND
C RANGS, BTI, ASSURANCE, SHELTECH, ALLIANCE,
BDG, ASSURE, RUNNER, RELIANCE. CDL
B
ABC, NAVANA, AMIN MOHAMMED GROUP, ANWAR
LANDMARK, EAST WEST, BASHUNDHARA, JAMUNA, PRIO
PRANGON, CONCORD, SUVASTU, RUPAYAN
A BAY DEVELOPMENT, SHANTA PROPERTIES
(DEL VISTA, LEISURE, SIMPLETREE, INNSTAR)
5
2
3
4
12. E
• This segment works
with only luxury
apartments at
premium locations.
• Good Brand Image
• Not much
promotion in mass
media.
• Uses high end
amenities.
• Not shown interest
in affordable
housing segment
• Has not really
provided life style
solution but has
provided expensive
fittings, design and
materials
Mega Projects
Premium Individual Projects Value locality Projects Independent Single
Projects
• This segment works
with luxury
apartments at
premium locations
and townships at
low cost areas.
• Good Brand Image
• Depends majorly
on promotions
• Uses standard yet
cost effective
materials
• Not shown interest
in affordable
housing segment
but could not crack
it.
• Failed to provide
lifestyle solutions or
financial solution for
• This segment works
with only standard
apartments at non
premium premium
locations.
• Bad Brand Image
• Moderate voice in
mass media.
• Uses cost effective
amenities.
• Lack financial
backbone in
affordable housing
segment
• Average design,
sub standard
workmanship, bad
client relationship,
bad financial and
delivery
• This segment works
with only luxury
apartments at
premium and semi
premium locations.
• Good Brand Image
• Large scale
promotion in mass
media.
• Uses standard and
quality materials.
• Not shown interest
in affordable
housing segment
• Has not really
provided 21st
century solutions to
its customers.
• Timely delivery is
this segments main
• This segment works
with only own land
development
segment.
• Mostly in densely
populated areas.
• No brand image.
• Only cost effective
materials
• Not a consideration
for this segment.
• Bad reputation, own
design, flawed
building, bad
management of
finance and time.
13. Buying experience is overtly negative in the
entire industry. The messy paperwork, over
and under invoicing, haggling over issues
have marred the buyers mind permanently
Value for money is a concept lost in this
market. The flats are being sold according to
the land pricing in premium zones whilst the
developer has come to a deal splitting the
flats at a 40 to 60 percent ratio with the land
owner. Any sort of alteration will result in
buyer paying on top of the agreed price.
PRODUCT
BUYING EXPERIENCE
Products are few and far between. The
products do not match in terms of their
financial arrangement or design innovation
or even lifestyle enhancement. Namely a
few products are available like Japan
Garden City, Suvastu Nazar Valley, Lake
City Concord. But the design of these
projects fail to attract the customer whilst
the facilities provided by the builder have
not been taken up by the dwellers
Reputation of the builders in handling
time line, smart purchase financing,
financial management has been
affected in all the projects. So much
so that many flats are still unsold in
most of these projects. Timely
delivery was hampered in most
cases, issues with electrical wiring,
gas line management and customer
complain about use of sub standard
basic materials are omnipresent in
theses projects.
LOCATION
REPUTATION
Location for these projects are in densely
populated places where the developer has
not really worked to provide the dwellers
with basic facilities. The concept of
township has not been reflected in these
projects rather allow cost housing project
feel has been dominant.
Advertising never caught the customer
insight for this segment of customers.
The promotions went about low cost
housing at the heart of the city without
understanding what the emotional
connect or the living solution the
customer needed. The projects were
promoted in electronic and TV media
but the advertisers never got the insight
across. The campaigns were not
skewed to the right audience
DESIGN
ADVERTISING AND PROMOTIONS
Designs of the projects are very ordinary.
The developer just created low cost
housing structure that looks low cost.
Features and fixtures are of sub standard,
basic design accommodates multiple flats
within a small piece of space but the
innovation towards space management is
totally absent.
14. Customers in general do not trust the builders. This needs
reputation of Beximco ventures, heavy promotions, and a
believable proposition to come into play for the customer to
trust Srishti.
TRUST
01
Builders failed to provide a financial solution for the target
customer to fulfil his dreams. A new product in collaboration
with financial organisations is required to enable him to react
positively.
FINANCIAL INNOVATION
02
This segment of customer spends his life savings and more,
his apartment is his Taj Mahal. He knows he can’t get more
than the sub standard material the current developer is
providing. But if he sees he is getting superior materials at his
budget thence will defiantly swing the right way. And it is
possible to do so with smart and bulk purchase.
QUALITY ASSURANCE
03
Customer
Insight
Favourable Factors
15. DESIGN INNOVATION
04
Competition have tried to touch the lifestyle enhancement
nerves for the low cost customer but failed. This flat is his
self actualisation so innovations like laundry, garbage
chute, central geyser, pharmacy, concierge, natural light
flow etc along with community building features like gym,
pool, club, cafe, walkway, sauna will attract the customer.
LIFESTYLE INNOVATION
05
Customer
Insight
Favourable Factors
Current builders failed to provide design adjustment that are
available in the developed world both in luxury and humble
living. Innovations like smart space management, concealed
wiring and attachments for gas, internet, television,
communication devices, hot water etc will create an impact
on the customers mind.
18. A sense of achievement. Four walls and
a roof that he can call his own brings
him immense joy and it lights up his
being.
What brings them joy?
01
A home within his budget. A disposable
expense that ensures a safe, modern,
respectable home in or around Dhaka.
A promise that will be fulfilled within
given timeline.
What challenges do they face?
03
Self respect, self confidence, security,
an asset, that he can enjoy now rather
than ten years later.
What goals are they striving to attain?
05
Social media, tv, newspaper, online
news portal, word of mouth, alumni
WhatsApp groups, billboards etc
Where do they get their information?
07
failure. Failure to provide security for the
loved one. this is triggered by lack of
earning, savings and unavailability of a
solution.
What are they worried about?
02
An opportunity to fulfil his dream home
within there each of his abilities in or
around Dhaka that is respectable and
convenient for him.
What do they hope to gain from us?
04
The knowledge of a financial solution
that will secure him a house for his
loved one thus helping him to achieve
something beyond his capabilities. A
prospect at self actualisation.
What experience thrills them?
06
Reputation of business hub, deep
pockets, network in corporate and govt,
proven track record.
What are the things that earn their trust?
08
19. 19
Age : 35 to 65 years
Ideally 27-65 years
Education : bachelors at least
Marital status : Married
with a child
MHI : 60000
SEC: B+ to C+
Lives in Dhaka city in Badda, Adabor,
Shamoly, Muhammedpur, Bashundhara
Nadda, Kuril, Kalachandpur, kalabagan
Profession: Junior to Mid level employee,
SME,Govt service
Probably a copywriter or senior visualiser in
ad farm, PRO of private bank, mid level
employee in local corporate, Buying house
manager, Store Manager at a Garment industry
Young at heart, Foody, friendly
Approachable
Mediocre student
Thinks of himself as an over achiever
Childhood spent in small town
Hobbies are music, books, cinema
Sports cricket , badminton, football
Loves his wife and child, Respects parents
Goes back to hometown during festival
holidays
Happy go lucky,Has many friends,Loves to
spend time with friends
Goes to malls, park with child and wife
Loves rickshaw rides, Loves the rain
Travels by Bus, CNG and Uber
eagerly waiting for the Metro rail to start.
Will buy a flat for the wife someday.
20. 20
WAKES UP: 6:30 AM
CHECKS FACEBOOK
READS WHATSAPP MESSAGES
HAS BREAKFAST WITH CHILD
GOES OUT BY 7:00 AM
DROPS CHILD AT SCHOOL BY 7:30
GOES TO OFFICE BY BUS
REACHES OFFICE 8:45 AM
READS NEWSPAPER FROM 8:45 TO 9:00 AM
WORKS TILL 11:30
THEN TAKES A 12 MINUTE TEA BREAK
WORKS TILL LUNCH (1:30 PM)
LUNCH AT NEARBY HOTEL, COMES BACK BY 2:30 PM
WORKS TILL 4:00 PM, TAKES A BREAK AT 4:00 PM
WORKS TILL 6:00, LEAVES FOR HOUSE
MEDIOGRAPHY
GOES HOME BY UBER, CHECKS MESSAGES, FB, WHATSAPP,
MAIL, LISTENS TO FM ON UBER,
REACH HOME BY 7:00CHECKS FACEBOOK AGAIN
PLAYS WITH CHILD WHILE HAVING TEA WITH WIFE
WATCHES THE NEWS AT 8 LOCAL CHANNELS, FOLLOW UP
WITH BANGLA SERIAL IN CHANNEL I, DIPTO TV,
INDEPENDENT, 71, ATN NEWS
DINNER AT 10 PM
WATCHES A MOVIE IN A MOVIE CHANNEL TILL 12:30 AM
HITS THE BED
22. Offer right financial solution to customer to purchase at a convenient location
within the promised time.own home at a EMI equal to the rent he pays.
MAIN GOAL
01
DRIVERS
02
Lack of home financing, high interest rate, price vs affordability
mismatch, lack of innovation, wrong product at the wrong place, not
understanding expectation, lack of research of consumer demand,
complex purchase process
BARRIERS
03
TRENDS AND CHANGE
04
SRISHTI
BUSINESS
ENVIRONMENT
Trends that are seen could be demand for aesthetics, hotel like
service, technologies, smart solutions, fluid internal space, life style
amenities, basic facilities like mall , school, hospitals.
Changes have also come in the shape of solutions as oppose to
services, demand for affordable housing is increasing as they are
accepting smart houses out of Dhaka or around due to mass
infrastructure built by Govt, developer with delivery reputation,
solvency, track record are being trusted, organised players with own
equity greater transparency coming in.
Affordability location with infrastructure & civic facilities, features &
amenities, economic and political stability, trust, right product mix,
mortgage, interest, design, quality, lifestyle enhancement solutions , ROI.
23. A very large customer base is waiting for the right product design in terms of
their financial capability.
REAL ESTATE PRODUCT
01
TG UNDERSTANDING
02
Reshape existing product and provide viable solution to smart aesthetic
living in emerging prime locations in stipulated time to win over anxious
and annoyed customer segment and thus killing competition.
RESHAPE CONVENTIONAL PRODUCT
03
CUSTOMER CENTRICITY
04
SRISHTI
DISRUPTIVE
BUSINESS MODEL
Keep customer in every point of view, every move, every decision.
Befit Art of immersion and enchantment. In the long run it will bear
fruit and automatically take care of company top and bottom line.
Concentrating on customer centricity will eventually blur the bloated
line between customer and employee and create a feeling that the
real estate industry has not seen before. This has to be done by
constant and clear two way communication.we must know how the
customer is feeling about our every move. At the end of the day the
great product is something we create with the customer in tandem
Must understand the modern minimal small income group and emotions
that drive them. Solutions to their needs can be possible through
understanding.so Srishti must be involved in the actual design and user
experience.
24. A very large customer base is waiting for the right product design in terms of
their financial capability.
FINANCIAL BALANCE
05
FORWARD THINKING
06
Affordable Price, Good Quality, Convenient Location and Lifestyle
Facilities/Amenities, Easy/friendly/enjoyable purchase experience,
Customized solutions for the apartment. These attributes should become
synonymous with our brand. The modern customer is well aware of what
is going on in the world. He is looking for solutions rather than service.
We need to provide but in provisions for third party services like internet,
cable, DTH, communication, security, access to appliances, etc. The
house should be plug n play. Gas line is a concern for modern day
Dhaka. If the state provided service is not available then we need to
provide gas links that can be supplied centrally from a hub without using
conventional gas cylinders at home. Our sister concerns can come in to
play. Other solutions like central geyser, garbage chute, laundermat,
seniors corner, play centre, hangout joints, exercise area with pool ,
sauna, gym can be considered. But we have to provide workable
solutions to these services.
SYNONYMOUS ATTRIBUTES
07
SRISHTI
DISRUPTIVE
BUSINESS MODEL
Must understand the modern minimal small income group and emotions
that drive them. Solutions to their needs can be possible through
understanding.so Srishti must be involved in the actual design and user
experience.
25. S
W
O
T
STRENGTHS
WEAKNESS
OPPORTUNITIES
THREATS
SWOT
WEAKNESS
1. NEW ENTRANT
2. LACK OF EXPERIENCE
3. LACK OF RESEARCH
4. LACK OF CUSTOMER
EXPERIENCE HANDLING
THREATS
1. FEAR OF FAILURE
2. FOREIGN INTEREST IN BD
DUE TO GDP AND
POPULATION
3. EXPERIENCED COMPETITION
4. MISTRUST OF THE
CUSTOMER DUE TO PAST
EXPERIENCE IN THE
CATEGORY
5. POLITICAL INSTABILITY
6. NATURAL CALAMITY
OPPORTUNITIES
1. DEMAND
2. CHANGES IN TREND
3. BAD REPUTATION OF
COMPETITOR
4. COMPLEX EXISTING
PURCHASE PROCESS
5. DISSATISFIED CUSTOMER
6. INFRASTRUCTURE DRIVE OF
GOVT.
7. HIGHER DISPOSABLE INCOME
OF CUSTOMER
STRENGTHS
1. GOODWILL
2. LAND BANK
3. CASH RICH
4. INTERNATIONAL EXPOSURE
5. DRIVE TO SUCCEED
6. POLITICALLY SOUND
7. VIRGIN MARKET
8. LEARNING FROM
COMPETITORS MISTAKE
9. ABLE TEAM
10.PASSION
11.EXPERIENCED
SRISHTI
26. UNIQUE VALUE PROPOSITION
PACKAGE
01
02
03
04
The golden egg. The creation of
a solution to the financial
condition of the customer is the
biggest value in this proposition.
It is a collaborative effort in
partnership with financial
institute to come up with this.
This enables the buyer to finally
go for his dream home.
Location
With the governments
infrastructure drive we are able
to provide quality smart living in
a location that is extremely
connectable and to the
customers liking.
PROMISE
Its the promise that will never be
broken. The customer will get
his promised house at the
stipulated time frame. Pristine
planning enables us to deliver
such promise in a platter
PRICE
The price is the second factor in
our value proposition where we
have introduced a price that will
not cross his monthly rent in
EMI
Offer quality housing solution at affordable price in most convenient
location within committed time.
So our value proposition stands on 4Ps…. Package, Price, Place and a
promise.
27. SRISHTI
COMPETITIVE
ADVANTAGE
1. Budget Friendly
2. Lifestyle oriented amenities
3. Eco friendly living
4. Customized solution
5. Home finances through our
strategic financial partners
6. Access to large scale finances
for longer period
7. Infrastructure to foster,
8. innovation to offer affordable
housing and reduce pain
points of potential customers
and contribute to improve
social health of the country,
especially for the growing
middle class
9. Access to large land banks
10.Access to low cost finances
30. SRISHTI
BRAND POSITIONING
EXERCISE
WHO AM I?
I AM A KNOWLEDGEABLE
LEADER THAT LOVES MY
CUSTOMER.
WHAT DO I DO?
I LISTEN TO MY
CUSTOMERS PROBLEM
WITH TOTAL EMPATHY
HOW CAN I HELP?
WITH MY
KNOWLEDGE I
SOLVE MY CUSTOMERS
PROBLEMS THROUGH
DESIGN AND FINANCIAL
INNOVATION
31. SRISHTI
BRAND
POSITIONING
LEAD THE REAL ESTATE MARKET TO A PLATFORM
WHERE THE VALUES ARE DRIVEN BY CUSTOMER
INSIGHT AND STATE OF THE ART INNOVATION
“BEST PRICE, BEST QUALITY, THAT YOU NEED”
33. SRISHTI
BIG BRAND
SPACE For a brand like Srishti the big brand space is an essential element since
the product itself is very customer centric at its core.
Although a new brand the adaption of big brand space will enlighten and
provide joy to our customers when we put them there.
However for us the best solution for a brand space is a virtual brand
space through an app or the website. This way a 3D virtual tour of
lifestyle experiences and the whole purchase process will give the
customer a wholesome experience and a enjoyable big brand space tour
.
BIG BRAND SPACE
34. MARKETING STARTEGY
THE BRAND WILL LAUNCH WITH
A BANG WITH THE HELP OF A
360 DEGREE LAUNCH
CAMPAIGN AND SEVERAL
TACTICAL CAMPAIGN.
THE CAMPAIGN NEEDS TO BE
DESIGNED WITH A LOT OF
THOUGHT. PRIOR TO THAT
MANY STRATEGIES AND
ACTIVITIES WILL HAVE TO BE
PERFORMED. WITH THE KIND
OF RESULT WE ARE LOOKING
FOR NO STONE SHALL BE LEFT
UNTURNED.
SINCE IT IS AT AN INFANCY
STAGE ENDORSEMENT BY
CELEBRITIES MAY NOT BE A
GOOD IDEA
THE CAMPAIGN WILL RUN ON
ATL BTL TTL AND DIGITAL
ARENA. PR WILL PLAY A BIG
ROLE
35. I believe a campaign is launched to ensure
three things. I call it the ABC of advertising. A
for awareness. Make people aware that Srishti
is here. B for branding. And C for getting your
communication across
What do we expect from
advertising campaign?
01
Primarily it should be Bangla and proper
Bangla with no tolerance to then social
media or Bangla media lingo. For
corporate advert we may consider
English .
Language of communication.
03
We are improving everything from product to
financial management to design to location.
But the biggest feature is the financial solution
to his MHI we are providing in the scheme of
things will turn the market around.
What are we improving?
05
PR is the key to gaining trust for me. But
PR that looks like news not notice. I
would engage a bunch of reporters for
our promotion at different stages of the
launch.
Our secret weapon
07
For me it is directly related to
positioning. So Srihtis brand personality
is a knowledgeable leader with love for
his customer.
Brand personality
02
To me Srishti is calm and composed, never.
complains, goes about his job with
responsibility and pride, always delivers,
never defends himself. Others do it for him
involuntarily. Mahmudullah Riad
Who would Srishti be if it was human
04
I am not a big fan of celebrity
endorsement especially so early in the
life of a brand. I have seen only the
celebrity benefitting for it.
Celebrity endorsement
06
Trust Building. If we can gain 9%
incremental trust and 10% incremental
TOM then the game is on.
What is the one thing I want to focus on during
the campaignN
08
SRISHTI
SOME THOUGHTS
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