capcana sales strategy summary

STRATEGIC SALES PLAN

CAPCANA

DOMINICAN REPUBLIC

BY

ADAM GREENFADER

Strategic Marketing Plan CAPCANA– Dominican Republic

January 1, 2008 Phase I

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Advanced Solutions For Real Estate Development All Rights Reserved ®

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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. Puerto Rico

2. Europe - France

3. 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.



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Market Research Sources

This report was compiled from the below noted sources:

1. Diagnostic site analysis – CAPCANA from 2005-2007

2. Interviews with current CAPCANA optionees

3. Interviews with local and national real estate brokers

4. Census 2004 data

5. 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



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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.



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Market Needs

The international luxury market

needs top quality resorts such as

CAPCANA that can offer high end

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.

Projected Target Client Profile

The projected target client profile

is a composition of key “client-

metrics.” 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



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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.



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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.



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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.



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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.



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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.

capcana sales strategy summary

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