Urban Green – Where Nature’s Beauty Begins

BUSINESS BUSINESS PLANPLAN

Prepared by: Yoke Ling (Aster)

Introduction

Business PlanBusiness Plan

By definition, home landscaping, means arranging or modifying the features of the grounds around a home to improve the property and its environment from the standpoint of aesthetic ideas and/or practical usage.

A well-designed landscaping ideas can complement your home's architecture and design, and the right plants can greatly enhance the garden by adding color, texture and even fragrance.

Urban Green is empowered to provide comprehensive landscape services and solutions to the new modern homes by designing and creating conducive and sustainable living environment. Design and Build” concept which made it easier for us to accommodate the changes and needs of our clients throughout the entire projects.

AGENDAAGENDA

1. VISION 2. OBJECTIVE3. DRIVERS OF GROWTH FOR HOME LANDSCAPING4. TARGET MARKET & AREAS5. OUR PRODUCTS6. WHY US7. FINANCIAL PROJECTION

8. OPPORTUNITIES & CHALLENGES9. CHALLENGES & SOLUTIONS10. STRATEGY & EXECUTION PLAN

1. OUR VISION1. OUR VISION

Our vision is to be the market leader in new generation home landscaping.

2. OBJECTIVES2. OBJECTIVES

• To achieve targeted net profit margin of 25%.

• To achieve annual sales of $____ at Year 3.

3. DRIVERS OF GROWTH3. DRIVERS OF GROWTH

The drivers of growth for the home landscaping are mainly due to the followings:

Aesthetics

Functionality

Healthy & Quality lifestyle

Real Estate value

Change of Design Trend

4. TARGET MARKET & AREAS4. TARGET MARKET & AREAS

We target on:We target on:• New landed properties New landed properties • Existing landed properties Existing landed properties • PenthousesPenthouses• and other residential with big green and other residential with big green

space/rooftop/land space/rooftop/land

TARGET AREASTARGET AREAS

TARGET AREAS (CON’T)TARGET AREAS (CON’T)

TARGET AREAS (CON’T)TARGET AREAS (CON’T)

District

Project Name Type Area (sqft)

$ Price (sqft)

Total Transacti

on

10 Palms @ Sixth Avenue Semi D 4900 1157 11

Estrivillas, Jln Lim Tai See Semi D 5404 787 1

Goodwood Grand Semi D 5479 1278 1

D’Leedon Semi D 8374 1269 1

11 Chancery Hill Semi D 7763 716 1

Landed Housing Dev, Asmont Lane

Semi D 2217 3157 1

The Whitley Residence, Whitley Road

Semi D 4801 914 1

15 Landed Housing Dev, Crescent Road

Detached

5948 1171 1

Seven Crescent, Crescent Road

Detached

4327 992 1

Lotus Ville, Lrg Telok Kurau Terrace 3552 845 1

Seawind, Lrg Telok Kurau Terrace 3348 1526 1

16 Eco, Bedok South Terrace 3348 1225 3

TOTAL 24

Landed Properties Transaction in Year 2014 for District 10, 11, 15, 16 & 18 (Source: URA)

TARGET AREAS (CON’T)TARGET AREAS (CON’T)

District Project Name Type Area (sqft)

$ Price (sqft)

Total Transactio

n

10 Palms @ Sixth Avenue Semi D 4900 1157 13

11 Greenwood Mews, Greenwood Avenue

Terrace 3175 1139 2

16 Archipelago, Bedok Reservoir Road

Semi D 4402 702 1

Eco, Bedok South Terrace 3348 1225 3

TOTAL 19

Landed Properties Transaction in Year 2015 (Jan to Jun) for District 10, 11, 15, 16 & 18 (Source: URA)

5. Our Products5. Our Products

Product Type A

Comprehensive Package•Design + Build + 6

months Maintenance• Hardscape and softscape• Dead plant replacement

during the 6 months maintenance

• Payment Term: Down Payment+ Progress Payment (14 days term)

Product Type B

Product Type C

Landscape Construction

• Implement the landscape consultant’s design and maintain the plant

• Replacement during DLP• Progress payment by

consultant’s certification (30 days term)

Design & Consultation• Conceptual Design,

master plan and construction plan

• Provide budget costing• Presentation• Max 3 alterations• Fees will be waived if

client accepted the offer of design and build

** Request for landscape maintenance after the contract period will be treat as separate contract and new quotation will be submitted to client

6.Why us?6.Why us?

Our team consists of highly qualified and deeply-experienced landscape professionals such as Landscape Architect, Horticulturist, Arborist and skilled gardeners

We practice customer-centric business culture

We always keep ourselves updated with the latest design trends and market need

We offer comprehensive landscape services

We deliver high quality products and services

7.FINANCIAL PROJECTION7.FINANCIAL PROJECTION7.1 Forecasted Sales/Revenue

Forecasted Sales/Revenue (Con’t)

7.2 PROPOSED ORGANIZATION CHART7.2 PROPOSED ORGANIZATION CHART

Lead Project Manager

Positions 2015 2016 2017

Manager Level 1 2 (Q1) 2

Executive Level 0 2 (Q4) 3 (Q4)

Supervisor 1 (Q4) 2 (Q2) 2

General (Local) 2 (Q4) 4 (Q3) 6 (Q3)

Agent Worker 0 2 (Q3) 4 (Q1)

Total 4 12 17

IPMS Technical

Supervisor cum Driver(Q4’15)

Project Manager (Q1, 2016)

Skilled Gardener – 2(Q4’15, Q3’16)

General Worker - 1 (Q4’15)Agent/Foreign Worker – 2

(Q1’16, Q1’17)

Marketing Sales

Admin, HR & Finance

By supporting department

Supervisor cum Driver(Q2’16)

Skilled Gardener – 2(Q1’17, Q3’17)

General Worker - 1 (Q2’16)Agent /Foreign Worker – 2

(Q3’16, Q1’17)

Marketing Executive (Q3’16)

Contracts&Procurement (Q1’17)

Landscape Architect - 1(Q4’16,)

**Target to have full team (2 operations teams) in year 2017

8.OPPORTUNITIES VS CHALLENGES8.OPPORTUNITIES VS CHALLENGESOpportunity Challenges/

Threats• Landed properties are

scarce and expensive (goldmine investment).

• Landscape can significant increase the real estate value for investor.

• Towards conducive, quality and sustainable living environment

• Change of aesthetic perception/design trend

• Technology inventions (irrigation system, green wall, green roof, outdoor artificial materials and others).

• Personalized the landscape

• LANDED property in Singapore is scarce and the Government generally releases only a few land parcels for landed residential use.

• The demand of landed properties is controlled by the Government as foreigner is restricted to buy any landed homes, thus the transaction is low.

• Only About 6% of Singapore residents are live in landed properties.

• Majority of the landed properties already have their garden.

• Competitive market

Item Challenges How to overcome

1. LANDED property in Singapore is scarce only a few land parcels are released for landed residential use.

• Maximize the landscape area by introducing green wall & green roof.

2. The demand of landed properties is controlled by the Government as foreigner is restricted to buy any landed homes, thus the transaction is low.

• Branding – Market Leader for Home Landscaping

• Re-Landscape

3. Only About 6% of Singapore residents are live in landed properties.

• Market is niche but contract amount per project can be higher by incorporate more hard landscape into design.

• Offer our home landscape maintenance after work completion

4 Majority of the landed properties already have their garden.

• Re-Landscape by introducing latest design

• Showcase/ samples of our design

• Special packages/promotion during special occasions (CNY)

5. Competitive market • Branding – Market Leader for Home Landscaping

• Quality workmanship

9.CHALLENGES & SOLUTIONS9.CHALLENGES & SOLUTIONS

STRATEGY PEOPLE OPERATIONS Target Date

1. To develop the marketing plan

Outcome:. To achieve sales target

Leader: Sales & Marketing Mgr

OthersLYL

1.1 To develop the marketing plan for management’s approval

1.2 To implement the marketing strategies and keep tracking on the sales activities

1.3 To conduct sales meeting and review

Q3 2015

Q4 2015

Bi-weekly

2. To implement effective cost management and pricing strategy

Outcome:. Improve of work

efficiency and quality workmanship

Leader: LYL

Others:IPMS Team

2.1 To identify the suppliers and contractors for the home landscaping (small scale).

2.2 To develop the standard costing and quotation template.

2.3 To develop the costing and quotation procedures

Q3 2015

Q4 2015

Q4 2015

Profitability Key Result Area: To achieve Urban Green Financial Goal

10.STRATEGY AND EXECUTION PLAN10.STRATEGY AND EXECUTION PLAN

STRATEGY PEOPLE OPERATIONS Target Date

1. To develop marketing kit

Outcome:. Demand Creation and

build our own branding

Leader: LYL

OthersSales Team, & Landscape Designer

1.1 To discuss with landscape designer and sales team on the Urban Green’s profile and Website.

1.2 To submit draft and obtain management’s approval for the marketing materials

1.3 To finalize the design and arrange for printing

Q3 2015

Q4 2015

Q4 2015

2. To develop a few impressive modern home landscaping design concept/package

Outcome:. To gain confidence and

interest on our service

Leader: LYL

OthersLandscape Architect/ Designer

2.1 To identify the current design trend and customer preference.

2.2 To work with landscape designer to come out some impressive home landscaping design and package.

2.3 To prepare the home landscaping conceptual presentation material

Q3 2015

Q4 2015

Q4 2015

BrandingKey Result Area: To be the top market player

STRATEGY PEOPLE OPERATIONS Target Date

1. Training

Outcome:. To improve the work

efficiency and quality

Leader: LYL

OthersHR

1.1 To identify the training (hands-on & theory) for the team.

1.2 To arrange for cross department training such as contracts & procurement, design, sales team, technical, finance and others related to landscape.

Bi-monthly

Quarterly

2. Recruitment

Outcome:. To improve the work

efficiency, capacity and capability

Leader: HR Manager

OthersLYL

2.1 To shortlist and arrange for interview for the vacancy as per the approved organization chart.

Q4 2017

Build the Right Team

Key Result Area: To have full team by 2017