Integrated Project 2014

Cybersquare @ Cyberjaya

Developed by Binastra GroupName of Presenters:-Name of Presenters:-

1)1) Mr. Zulkifli Md. Noor Mr. Zulkifli Md. Noor (531015-03-5461)(531015-03-5461)2)2) Mr. Jefferson Anak JimbaiMr. Jefferson Anak Jimbai (820719-13-5787)(820719-13-5787)3)3) Mr. Muhammad Al Farouk Mr. Muhammad Al Farouk (800513-14-5009)(800513-14-5009)4)4) Mr. Hussaidi Bin Hussin Mr. Hussaidi Bin Hussin (831009-03-5283)(831009-03-5283)5)5) Mr. Lim Meng Yoong Mr. Lim Meng Yoong (791218-08-6227)(791218-08-6227)6)6) Ms. Ong Sook YeeMs. Ong Sook Yee (850326-14-5412)(850326-14-5412)7)7) Mr. Tan Sing Chong Mr. Tan Sing Chong (840313-14-5959)(840313-14-5959)8)8) Mr. Low Tung Mr. Low Tung (840321-14-5123)(840321-14-5123)

IP Coordinator: IP Coordinator: Encik Shahrulzaman b. Mohd SallehEncik Shahrulzaman b. Mohd Salleh

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.

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.

Land Title and Project Approval

Overall Project Master Plan and the Location

Construction Site in CyberSquare

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

Company Profile

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.

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

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.

Business Card

Past Track RecordsThese 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.

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.

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.

Terms of AppointmentAny 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:-

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.

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.

Agency Process

Flow-chart of Agency Process for Marketing

Sending formal letter to DeveloperThis 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 DeveloperOnce 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 DeveloperThis 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 DeveloperOnce 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.

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.

• 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.

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:-

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.

Market Analysis

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.

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

• 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.

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.

Marketing SWOT analysisOpportunities

• 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.

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 factor2.Demographical factor3.Behavioral factor4.Psychographic factor

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.

Marketing Implementation

Pre-marketing

• Billboards with “open for registration”.

• Invitation to treat messages.

• Mail drops.• Invitation letters to

potential purchasers.

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

Marketing Budget

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.

THANK YOU FOR YOUR TIME & ATTENTION.

- The End -