This document summarizes an integrated project called CyberSquare located in Cyberjaya, Malaysia. It was developed by Binastra Group. Focustree Resources has been given the opportunity to market and sell properties in the CyberSquare development. As the marketing agent, Focustree Resources will handle operations like managing a showroom on-site, assisting buyers with bankers and legal firms, and more. They will receive a 2% commission on every property sale, which could amount to 10 million in income for successfully marketing this large-scale mixed commercial and residential development project.

1. Integrated Project 2014
Cybersquare @ Cyberjaya
Developed by Binastra Group
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2. CyberSquare Mega Project in Cyberjaya
• Cyberjaya is a fast developed Intelligent City, Multi Media Super Corridor (MSC).
Located in the district of Sepang, Selangor. Situated about 50 km south of Kuala
Lumpur, adjacent to Putrajaya, Cyberjaya is a gateway to Information Technology of
Malaysia as township of CyberHub with modern infrastructures.
• CyberSquare is a commercial development in Cyber City that offers a combination of
business, retail, entertainment and leisure, to cater the lifestyle needs of today. The
project will be a mixed development of commercial areas and places for dwelling. The
land use is for economic reasons that will elevate Cyberjaya herself to the next level of
world class status in the region.
• Our Company, Focustree Resources, has this golden opportunity to be part of the team
in the massive project. She acts as marketing arm and the role is a challenging one
indeed. It is not the sale alone that we take it into task. It involves us to tell the world
that Cyberjaya is the place of choice for investment, and a promising business centre.
We promote Cyberjaya internationally as a city blend of local expertise working with
experts around the world.
• Focustree Resources will handle showroom at the construction site, liaison with
bankers and legal firms on matters to assist purchasers on the transactions. In return,
Focustree Resources would be rewarded with agent fee of 2% for every sale of the
property, and that makes Focustree gaining for an income of RM10 millions. This is a
lucrative business for Focustree Resources.

3. Overview of the Project - CyberSquare
CyberSquare is one such development located at the
epicentre of Cyberjaya’s spanning 6.95 acres with a gross
development value of RM513 million.
Comprising a unique and integrated blend of the Apex
Tower and Vertex Tower SOHO units, 21 shop-office units
and two blocks of Signature Offices in a cohesive
architectural masterplan, CyberSquare, is a fusion of
modern sophistication and a tropical paradise.
The Green Building Index (GBI) certified. The SOHO
development is well-equipped to serve the needs of the
modern generation, sophisticated offerings and facilities. A
splendid Olympic-sized glass pool flanked by tropical
landscaping is indeed one of its most popular features.
CyberSquare also offers a panoramic view of the
surrounding area via the viewing deck on the rooftop of the
development. The sky garden and tropical garden lobby are
crowd pullers and set the mood for resort living.

4. Land Title and Project Approval

5. Overall Project Master Plan and the Location

6. Construction Site in CyberSquare

7. Company Profile
Focustree Resources (E(1)2022)
5-2-1 Jalan 3/62D
3 Two Square
Petaling Jaya
52200 Kuala Lumpur
+603 6274 6042
+603 6274 5642
www.focustree.com.my

8. Company Background
• Focustree Resources is one of the most
established real estate companies in Klang
Valley. Headquartered in the prime business
location in 3 Two Square, Petaling Jaya, we
have been consistently growing our business
for almost 5 years. The company was
incorporated on 20 April 2009 in Malaysia.
• As a one-stop solution real estate entity, we
are engaged in every aspect of Real Estate
business, encompassing sales, rental / lease,
residential, commercial, retail, industrial,
development land and many more.
• To cover a greater scope of the property
market, we have also extended our business
in New Projects, Exclusive Properties,
Corporate Sales, Investment and
International Marketing.

9. Vision
Focustree Resources is a company of Choice in Real Estate Agency
Mission
To cater the customers’ needs to their satisfactions. Focustree Resources
will share the concepts and ideas with customers to ensure them to get the
best value for their money.
Our Slogan
We List and We Sell Fast
From Simple to Sensational

10. Our Services
Focustree Resources has roles to play in everyday life. It will make your living
and working places meaningful and cozy. It will blend your place of your dream
to be as what you want it to be.
We will add values to your living from our past experiences. Our supporting
team is ever ready to assist.
In the past, we have done them all to make customers be satisfying with their
wishes and their visions. We can do them repeatedly and the most importance
is for you to appreciate that can change your lifestyle. Tell us what you want
and we are here to discuss. We will at your service always.

11. Business Card

12. Past Track Records
These are some of the past projects successfully done by our company in
Cyberjaya itself, which makes us the choice real estate agency to market your
project. Below are the details of the projects:-
Garden Residences, Cyberjaya by Mah
Sing Group Berhad.
Semi-detached houses & resort homes.
Remarks:-
Focustree Resources managed to sell 45 units during the agency appointment
duration of 3 months. We have successfully delivered more than 50% sales
from our pool of purchasers.

13. Suites @ D’Pulze, Cyberjaya by
D’Pulze Ventures Sdn. Bhd.
505 units of suites on 23 floors in
total.
Remarks:-
Focustree Resources managed to sell 468 units during the agency appointment
duration of 6 months. We have successfully delivered more than 90% units
sold during our appointment. Total budget expenditure was around
RM590,000 for the whole course.

14. Serin Residency, Cyberjaya by
Villamas Sdn. Bhd.
600 units of condominium units
Remarks:-
Focustree Resources managed to sell 488 units during the agency
appointment duration of 9 months. We have successfully delivered more than
80% units sold during our appointment period. During our term of
appointment, Villamas allocated a budget of RM180,000 for our own
marketing support.

15. Terms of Appointment
Any execution of work would be done only after Focustree Resources (E 2022) receives the
letter of undertaking as an official appointment from the Main Developer, Daya Murni
Holding Sdn Berhad (764448-T). Below are the letters between both parties:-

16. The following terms were agreed for the entire CyberSquare Project:-
1.That Focustree Resources has been appointed as exclusive agent to the sale and marketing
of CyberSquare Project. The project will use the license of Focustree Resources for this
purpose.
2.For the sake of promotion, Focustree Resources will be provided with the showroom at the
construction site, and be allowed to house the agents for the purpose.
3.Bankers and Legal liaison matters for purchasers will also be handled by Focustree
Resources. They will also be based in the showroom as and when required.
4.All printed matters and pamphlets, videos on project will be part of Focustree Resources
activities. However all cost and expenditures towards preparation of the itineraries will be
borne by the Daya Murni.
5.All models in showrooms will be prepared by Focustree Resources with all cost borne by
the Developer. A full scale would be good to have as this will attract potential buyers’
interest.
6.Focustree Resources and Daya Murni will be working together during the launching of the
project. However the Develop will bear all cost of the event.

17. 7. By the time of launching, Focustree Resources has to be aggressive in their sales and
would make a sale of not less than 30% at that juncture. The launching will be carried
out tentatively 3 (three) months after the official appointment.
8. In order to enhance the sale, Focustree Resources in pursuant to the sale can employ
introducers to the project. However the introducers’ referral fees will be borne by
Focustree Resources itself.
9. The agent fees for sale have been agreed at 2% of the selling price. The booking fees will
be RM3000.00 for non-commercial and RM10000.00 for commercial properties. There
would be 7% discount to Bumiputra.
10. Daya Murni will be required to pay 1% of the agent fees after signing the Sale and
Purchase Agreement and the remainder 1% will be paid after the disbursement of first
progress payment by the financial institution or purchaser.
11. Focustree Resources is to attend meeting on project matters in event they are required.
Reports of the progress of sale need to be updated weekly for the period of crucial
time in the first 6 months of the appointment. The progress report will then on be on
basis of requirement by Daya Murni.
8. Visiting the site can be of interest to purchasers. For the site viewing, Daya Murni has to
provide transportation and the use of safety equipment to visitors.

18. Agency Process

20. Flow-chart of Agency Process for
Marketing

21. Sending formal letter to Developer
This is the basic step to enquire the availability and the intention of the developer
to get Estate Agent to market their property.
Setting up appointment with the Developer
Once confirm they are interested, immediately the Business Development Unit will
set up a meeting with the Developer to understand more about the project as well
as the retrieve additional information for the project.
Presenting the Marketing Proposal to the Developer
This stage is critical where the success of securing the project is vital. Therefore
the Marketing Proposal is very important to differentiate the uniqueness our
Estate Agency comparing to others available as well as our strength and strategy
for the project which will convince the Developer to appoint us for the project
marketing.
Receiving Appointment Letter from Developer
Once chosen by the Developer, a formal Appointment Letter containing the terms
and conditions such as commission rate, commission payable time, duration of
appointment, types of appointment and also other relevant issues raise by the
Developer.

22. Property Marketing
• The basic product in the market was houses or
apartments during those days.
• Unlike today, the property market is full of
different products with different concepts that
can be catered to the public.
• Today we have condominium ranging from high
ends to medium cost ones, services apartments
or residences, SOHOs, SOFOs, SOVOs, double
storey houses, 2.5 storey houses, 3 storey
houses, 3.5 storey houses, Super-link houses,
semi-detached houses, lifestyle resort homes,
water chalets, town houses and many more.

23. • Developer today when selling their products
must have a well-planned marketing strategy to
sell their products. Without proper marketing,
developer will struggle to sell and this could a
major downfall for any developer with products
that are unable to be sold in the market.
• Developer’s mainly has to plan property
marketing in a unique way & studied carefully
sell their concepts and the lifestyle that the
product can cater to its end-users is an important
point when selling is done.

24. Sales Process Flow Chart
The entire marketing
process is planned and
best described beside
herewith. We first start
with how the selling
process will take place
when the marketing of
CyberSquare begins.
The flow chart beside is
the step-by-step that each
purchaser will have to go
through when purchasing
a unit in CyberSquare:-

25. Marketing Objectives
• To expose the property to the correct potential
market segment
• To sell all units within the shortest time frame
and upon the best terms, ideally before the
complete development of the villa project
• To achieve the targeted profit for the
CyberSquare project
• To provide total customer satisfaction &
buyers’ needs and wants.

26. Market Analysis
Name of
Development
Total of units Tenure Years Of
Completion
Average Price Floor Area Selling Price
Pan’gaea 1,146 Freehold 2016 RM565 – 620
per sq. ft.
450 – 990 sq. ft. RM 280,000 –
RM 560,000
Shaftsbury
Square
783 Freehold Oct 2013 RM562 – 567
per sq. ft.
464 – 1,373 sq.
ft.
RM260,590 –
RM778,690
D’Pulze 482 Freehold End 2013 RM562 – 576
per sq. ft.
453 – 676 sq. ft. RM255,000 –
RM390,000
Cybersquare 1,424 Freehold 2017 RM550 – 560
per sq. ft.
450 – 775 sq. ft. RM252,000 –
RM435,000
CyberSquare is considered to be more affordable due to it’s lower price which is around RM550 psf.
Meanwhile, other properties in the surrounding such as Pan’gaea are priced nearly above RM600 psf.
Hence it is vital to note that these SoHo units have very small built-ups and the biggest built-up itself is
just 775 sf. It would be acceptable for rental especially professional working adults or for couples, yet it
will not be suitable for big families to stay. Furthermore, most investors would go for this property just
for its close location to education institutes, government offices and private companies for a better
exposure rental yields and for the capital appreciation investment.

27. • The strong reason of CyberSquare is the geographical
factor that is the key advantage in comparison to other
projects.
• Well, selling CyberSquare in Cyberjaya is not a tough
task, rather with well-planned strategies and proper
analysis done, most importantly is the pricing strategy,
the project can be a sold-out project.
• On overall, from the chosen projects as above, this
market analysis had successfully shown that the project
of CyberSquare SOHO units had greater potential to sell,
as compare to other development, due to pricing
strategy as CyberSquare is the cheapest in terms of per
square feet. This allows Focustree Resources to achieve
maximum sales target with appropriate marketing
campaign is implemented.

28. Marketing SWOT analysis
Strength
• Easy accessible from major highways and linked by
four major highways namely KL – Putrajaya
Highway, North – South Expressway, North Klang
Valley Expressway (NKVE) and Damansara –
Puchong Expressway (LDP).
• Highly exclusive city living environment and hence
preserve high privacy to the purchasers in a Green
Environment area with high score of Green Building
Index.
• Magnificent view of Putrajaya and Cyberjaya
Buildings.
• Highly professional and experienced management
team
• High quality finishes, spacious floor layout and
balcony.
• A freehold property with convenient amenities and
infrastructure
• Community schools are located nearby, Alice Smith
International School, Smart School 1 and 2,
Multimedia University, and Lim Kok Wing
University.
• Strategically located and close to the following
anchor development, MNC & MSC Status
Companies such as Dell, Shell, HSBC, BMW & etc.
• Commercial shops such as Pizza Hut, KFC and Old
Town, shopping complexes such as Alamanda
Putrajaya.
• Botanic Garden, Green Parks, Public parks &
Cyberview Clubhouse.
Weakness
• Less population as the area as it is only
starting to grow.
• Availability of public transports such as
train, LRT, MRT or KTM is not available.
• Lack of food amenities and still very
limited.
• Foods & Drinks consume is expensive.
• Distance away from major city such as
the Kuala Lumpur, no lifestyle.
• Hardly can see human traffic, not
vibrant enough.
• No hypermarkets, pasar malam or pasar
pagi or wet markets to get the
necessities on a daily basis need.
• Current residential offerings are mainly
for students and not for families. Too
many foreign students roaming around
and not many local occupants in the
area.

29. Marketing SWOT analysis
Opportunities
• Growing demand in resort style living
in condominium development.
• City Hall to promote city living with all
its convenience and facilities.
• Attractive mortgage environment,
low interest rate, BLR-% for loan
tenure, up to 90% margin if loan, zero
cost for legal fees and valuation fees.
• Smart investment with high potential
for capital appreciation as it is a new
area therefore growth can happen
due to more development arising.
Threats
• Generally oversupply of
condo/apartment/service apartments
development in Klang Valley region,
especially in Cyberjaya.
• Currently in Cyberjaya there are many
developments of such a kind therefore
the worry of getting the occupants to
occupy the units will be a major
challenge as many buy to invest rather
than to for own stay.
• Stiff competition from the existing
developments in the vicinity.
• The low population head count a major
challenge by the all to boost it as
currently Cyberjaya’s commercial
activity is still fairly low after all this
years of development concentration.

30. Marketing
Marketing Positioning
•SOHO concept for the new
current crop of generation
trying adapt work life with
personal life.
•Flexibility of working time.
•Priced for executives and
higher positions.
•Convenience to the MNCs’
around the corner.
Target Market &
Segmentation
•Age group 20  40 years old
•MNCs & Executives to buy for
own use.
•Investors to purchase for
rental income.
1.Geographical factor
2.Demographical factor
3.Behavioral factor
4.Psychographic factor

31. Marketing Implementation
• Undertake an aggressive marketing program to source for purchasers.
This would include both the soft launch and actual launch.
• Promote the property in Malaysia wide
• Identify the target market, for example, medium-high income Malaysian.
• Mail property details to the prospect client base. We will enter into a fee-sharing
arrangement with other registered agents who successfully
introduce a purchaser to the property.
• Conduct viewing of the project site and show house when completed.
• Secure purchasers at the pre-determined terms and conditions of sale
following closely to the REHDA standards.
• Advice on incentives to enhance sale.
• Recommend changes to the market strategy if and when necessary
• Prepare necessary sale proformas, for example, booking forms and
others.
• Liase with your solicitors in the preparation of legal documentations.

32. Marketing Implementation
Pre-marketing
• Billboards with “open for
registration”.
• Invitation to treat
messages.
• Mail drops.
• Invitation letters to
potential purchasers.

33. Marketing Implementation
Marketing Proper
• Site preparation
• Pre-launch program
• Press advertisements
• Site activities
• Distribution of flyers & cold
calls
• Marketing Package
• Early bird scheme
• Credit card Payment
• Flexi/Easy – Payment scheme
• EPF withdrawal
• End financing facilities from panel
bankers
• Free or reduced legal cost
• Launch schedule
• Authorities Approval
• Marketing Tools
• Display Materials for sale office
• Show Unit
• Sales Target
• Sale Input and advice
• Selling price
• Sale and purchase agreement and
house rules

34. Marketing Budget

35. Conclusion
• We choose to be part of the marketing budget
& costing therefore to show our sincerity in
marketing the project, also to make sure cost
efficiency & maximize profitability.
• A fair 2% professional fees charged for our
each unit sold.
• We ensure the project to be a sold-out based
on our marketing planning & strategies.

36. - The End -
THANK YOU FOR YOUR TIME &
ATTENTION.