Eco Reef Sales Pitch 2009
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Long Caye on Lighthouse Reef Sales and Marketing Plan May 2009
Agenda • • • • • • • • •
Project Objectives Sales Strategy Target Market Long Caye Value Proposition Competitive Landscape/Positioning Marketing Communications Challenges and Opportunities Impact of Global Economy Eco Reef Value Statement
Project Objectives Eco Reef was formed to acquire, improve, develop and sell real estate in Belize Short Term • Aggregate strategically important land assets on Long Caye, Lighthouse Reef Atoll • Generate cash for debt service and repayment through sale of individual home sites on Long Caye
Mid Term • Segregate southern and northern tips for future commercial development • Assemble development / infrastructure team • Establish nature preserve
Long Term • Exchange preferred southern and northern tip land parcels for equity carry in commercial resort development
• Create Long Caye science and research center • Establish renewable energy system for Long Caye
Sales Strategy
• •
•
Limit number of home sites available for sale at any one time Combine existing parcels to create premium home sites Maintain inventory balance – – – – –
•
•
Beach Front Ocean Front Ocean View Interior Highlands Interior Wetlands
Offer incentives to buyers willing to build within 12 months Target initial home sites to facilitate gradual infrastructure development
Target Market Historical Belize Tourism
•
•
Consistent Year over Year growth in tourism, CAGR 3% February/March highest tourist arrivals of the year
Tourist Arrivals, by Year
•
•
Americans and Europeans lead the Belize tourism market U.K (30%), Germany (12%), Netherlands (10%) are majority of European tourists currently visiting Belize
Tourist Arrivals, by Nationality
260,000
# of tourists
250,000
Mexican 2% Guatemalan 5% Belizean 4%
240,000 230,000
Canadian 7%
220,000 210,000 200,000 2003
2004
2005
Year
2006
2007
European 13%
Other 8%
American 61%
Target Market High Net Worth Individuals
• High Net Worth Individuals (HNWI) – Defined as investable assets in excess of US$1 million – Key factors influencing purchase : • Investment appreciation • Early opportunity • Environmental/social responsibility factors • Remote location/Lighthouse Reef Atoll • Low density land planning • Recreational activities (diving/fishing) – Number of high-net worth individuals worldwide is estimated at 9.5 million and totals US$37.2 trillion
HNWIs (more than US$1million, in 2006) Region Global North America Europe Asia-Pacific Latin America Middle East Africa Other
Number 9,500,000 3,000,000 2,900,000 2,600,000 400,000 300,000 100,000 200,000
Target Market Ultra-High Net Worth Individuals
•
•
Ultra-High Net Worth Individuals – Defined as investable assets in excess of US$30 million Number of Ultra-High Net Worth individuals worldwide is estimated at 95,000
UHNWIs (more than US$30million, in 2006) Region Number Global 95,000 North America 38,400 Europe 23,200 Asia-Pacific 18,200 Latin America 9,600 Middle East 3,300 Africa 2,000 Other 300
Target Market Geographic locations
• Geographic Regions –
–
–
United States • California • Arizona • New York • Florida Canada • Alberta • Ontario • Quebec EU Countries • United Kingdom • Germany • Netherlands • France • Spain
Long Caye Value Proposition • • • • •
• • • •
Remote location Ultra-low density Environmental aspects Proximity to the Blue Hole and Half Moon Caye Proximity to premier dive and fishing locations Abundance of wildlife Pristine coral reef Basic infrastructure in place Only home sites for sale on the Lighthouse Reef Atoll
Competitive Landscape/Positioning Caribbean Comparables Eleuthera, Bahamas (US$115,000) - 90 x 150 waterfront lot, beach access
Grand Cayman, Cayman Islands Price Range: (US$475,000 to US$640,000) - .42 to .48 acres, oceanfront
Stella Maris, Bahamas (US$175,500) - 100’ beachfront
Competitive Landscape/Positioning Central America/Belize Comparables Pumpkin Beach, Hondurus (US$50,000-$240,000) - Beachfront/interior land development
Southern Belize (US$120,000) - 200’ beachfront lot
Bocas Del Toro, Panama (US$125,000) - Beachfront development
Hopkins, Belize (US$190,000) - Investment/development, beach view lots
Challenges and Opportunities
CHALLENGES • Domestic transportation logistics
• Lack of mature infrastructure • Current global economic conditions
OPPORTUNITIES
• Establish local transportation logistic company • Establish renewable energy capability • Enhance land value with minor improvements • Future resort development • Establish model for environmental and social responsibility
Impact of Current Global Economic Conditions •
Investment portfolio’s down ~30% on average
•
Target market becoming more risk averse,
•
Cautious investors – extending the decision making process
•
Target market apprehensive about ‘real estate’ investments, but remain open to the ‘right’ opportunities
Marketing Communications Plan/Strategy
PLAN Advertising – –
Print Online
Editorial – –
Editorial opportunities Co-authored articles
STRATEGY Advertising Place advertisements in target market media - Magazines, websites, newspapers, radio - Condé Nast Traveler, Islands, Forbes, WSJ, etc.
Editorial Create relationships with target market media editorial staff to gain ‘mindshare’ and interest - Travel magazines, newspapers, radio (NPR)
Website
Website
Collateral Materials
Collateral Materials
–
Print/Electronic sales tools
Create an interactive, comprehensive website to promote Long Caye Create printed and electronic sales tools that are attractive to the target market
Eco Reef Value Statement
As a steward of Long Caye and the Lighthouse Reef Atoll, Eco Reef is passionately committed to the preservation and protection of both Long Caye and its surrounding reef. We are both a socially and a fiscally responsible organization. We believe that, while it is our duty to provide our shareholders with an appropriate return on their investment, we will not lower our ecological standards or compromise our principals in the pursuit of additional profit. We take a long term, holistic approach to our work, always searching for ways to improve the quality of our offerings through the mindful, yet aggressive, adoption of leading edge environmentally friendly technologies. We are fair, honest and honorable in all our business dealings. We demand that, at all times, our team members communicate in a kind constructive and respectful manner. We seek to demonstrate to the world what can be done when people, passion and technology team up with nature to create an extraordinary user experience and sustainable financial success.
Agenda • • • • • • • • •
Project Objectives Sales Strategy Target Market Long Caye Value Proposition Competitive Landscape/Positioning Marketing Communications Challenges and Opportunities Impact of Global Economy Eco Reef Value Statement
Project Objectives Eco Reef was formed to acquire, improve, develop and sell real estate in Belize Short Term • Aggregate strategically important land assets on Long Caye, Lighthouse Reef Atoll • Generate cash for debt service and repayment through sale of individual home sites on Long Caye
Mid Term • Segregate southern and northern tips for future commercial development • Assemble development / infrastructure team • Establish nature preserve
Long Term • Exchange preferred southern and northern tip land parcels for equity carry in commercial resort development
• Create Long Caye science and research center • Establish renewable energy system for Long Caye
Sales Strategy
• •
•
Limit number of home sites available for sale at any one time Combine existing parcels to create premium home sites Maintain inventory balance – – – – –
•
•
Beach Front Ocean Front Ocean View Interior Highlands Interior Wetlands
Offer incentives to buyers willing to build within 12 months Target initial home sites to facilitate gradual infrastructure development
Target Market Historical Belize Tourism
•
•
Consistent Year over Year growth in tourism, CAGR 3% February/March highest tourist arrivals of the year
Tourist Arrivals, by Year
•
•
Americans and Europeans lead the Belize tourism market U.K (30%), Germany (12%), Netherlands (10%) are majority of European tourists currently visiting Belize
Tourist Arrivals, by Nationality
260,000
# of tourists
250,000
Mexican 2% Guatemalan 5% Belizean 4%
240,000 230,000
Canadian 7%
220,000 210,000 200,000 2003
2004
2005
Year
2006
2007
European 13%
Other 8%
American 61%
Target Market High Net Worth Individuals
• High Net Worth Individuals (HNWI) – Defined as investable assets in excess of US$1 million – Key factors influencing purchase : • Investment appreciation • Early opportunity • Environmental/social responsibility factors • Remote location/Lighthouse Reef Atoll • Low density land planning • Recreational activities (diving/fishing) – Number of high-net worth individuals worldwide is estimated at 9.5 million and totals US$37.2 trillion
HNWIs (more than US$1million, in 2006) Region Global North America Europe Asia-Pacific Latin America Middle East Africa Other
Number 9,500,000 3,000,000 2,900,000 2,600,000 400,000 300,000 100,000 200,000
Target Market Ultra-High Net Worth Individuals
•
•
Ultra-High Net Worth Individuals – Defined as investable assets in excess of US$30 million Number of Ultra-High Net Worth individuals worldwide is estimated at 95,000
UHNWIs (more than US$30million, in 2006) Region Number Global 95,000 North America 38,400 Europe 23,200 Asia-Pacific 18,200 Latin America 9,600 Middle East 3,300 Africa 2,000 Other 300
Target Market Geographic locations
• Geographic Regions –
–
–
United States • California • Arizona • New York • Florida Canada • Alberta • Ontario • Quebec EU Countries • United Kingdom • Germany • Netherlands • France • Spain
Long Caye Value Proposition • • • • •
• • • •
Remote location Ultra-low density Environmental aspects Proximity to the Blue Hole and Half Moon Caye Proximity to premier dive and fishing locations Abundance of wildlife Pristine coral reef Basic infrastructure in place Only home sites for sale on the Lighthouse Reef Atoll
Competitive Landscape/Positioning Caribbean Comparables Eleuthera, Bahamas (US$115,000) - 90 x 150 waterfront lot, beach access
Grand Cayman, Cayman Islands Price Range: (US$475,000 to US$640,000) - .42 to .48 acres, oceanfront
Stella Maris, Bahamas (US$175,500) - 100’ beachfront
Competitive Landscape/Positioning Central America/Belize Comparables Pumpkin Beach, Hondurus (US$50,000-$240,000) - Beachfront/interior land development
Southern Belize (US$120,000) - 200’ beachfront lot
Bocas Del Toro, Panama (US$125,000) - Beachfront development
Hopkins, Belize (US$190,000) - Investment/development, beach view lots
Challenges and Opportunities
CHALLENGES • Domestic transportation logistics
• Lack of mature infrastructure • Current global economic conditions
OPPORTUNITIES
• Establish local transportation logistic company • Establish renewable energy capability • Enhance land value with minor improvements • Future resort development • Establish model for environmental and social responsibility
Impact of Current Global Economic Conditions •
Investment portfolio’s down ~30% on average
•
Target market becoming more risk averse,
•
Cautious investors – extending the decision making process
•
Target market apprehensive about ‘real estate’ investments, but remain open to the ‘right’ opportunities
Marketing Communications Plan/Strategy
PLAN Advertising – –
Print Online
Editorial – –
Editorial opportunities Co-authored articles
STRATEGY Advertising Place advertisements in target market media - Magazines, websites, newspapers, radio - Condé Nast Traveler, Islands, Forbes, WSJ, etc.
Editorial Create relationships with target market media editorial staff to gain ‘mindshare’ and interest - Travel magazines, newspapers, radio (NPR)
Website
Website
Collateral Materials
Collateral Materials
–
Print/Electronic sales tools
Create an interactive, comprehensive website to promote Long Caye Create printed and electronic sales tools that are attractive to the target market
Eco Reef Value Statement
As a steward of Long Caye and the Lighthouse Reef Atoll, Eco Reef is passionately committed to the preservation and protection of both Long Caye and its surrounding reef. We are both a socially and a fiscally responsible organization. We believe that, while it is our duty to provide our shareholders with an appropriate return on their investment, we will not lower our ecological standards or compromise our principals in the pursuit of additional profit. We take a long term, holistic approach to our work, always searching for ways to improve the quality of our offerings through the mindful, yet aggressive, adoption of leading edge environmentally friendly technologies. We are fair, honest and honorable in all our business dealings. We demand that, at all times, our team members communicate in a kind constructive and respectful manner. We seek to demonstrate to the world what can be done when people, passion and technology team up with nature to create an extraordinary user experience and sustainable financial success.
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