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    Eco Reef Sales Pitch 2009

    Uploaded by

    Elainede
    The document provides a sales and marketing plan for home sites on Long Caye, an island on Lighthouse Reef in Belize. The objectives are to generate cash through initial home site sales while establishing nature preserves and renewable energy. The target markets are high net worth individuals from the US, Canada, and Europe with a focus on those with over $1 million in assets. Marketing strategies include print advertising, creating media relationships, developing a website and collateral materials. Challenges include infrastructure and the economy, but opportunities exist in transportation, energy, and future resort development.

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    Eco Reef Sales Pitch 2009

    Uploaded by

    Elainede
    601 views15 pages
    The document provides a sales and marketing plan for home sites on Long Caye, an island on Lighthouse Reef in Belize. The objectives are to generate cash through initial home site sales while establishing nature preserves and renewable energy. The target markets are high net worth individuals from the US, Canada, and Europe with a focus on those with over $1 million in assets. Marketing strategies include print advertising, creating media relationships, developing a website and collateral materials. Challenges include infrastructure and the economy, but opportunities exist in transportation, energy, and future resort development.

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    The document provides a sales and marketing plan for home sites on Long Caye, an island on Lighthouse Reef in Belize. The objectives are to generate cash through initial home site sales while establishing nature preserves and renewable energy. The target markets are high net worth individuals from the US, Canada, and Europe with a focus on those with over $1 million in assets. Marketing strategies include print advertising, creating media relationships, developing a website and collateral materials. Challenges include infrastructure and the economy, but opportunities exist in transportation, energy, and future resort development.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    601 views15 pages

    Eco Reef Sales Pitch 2009

    Uploaded by

    Elainede
    The document provides a sales and marketing plan for home sites on Long Caye, an island on Lighthouse Reef in Belize. The objectives are to generate cash through initial home site sales while establishing nature preserves and renewable energy. The target markets are high net worth individuals from the US, Canada, and Europe with a focus on those with over $1 million in assets. Marketing strategies include print advertising, creating media relationships, developing a website and collateral materials. Challenges include infrastructure and the economy, but opportunities exist in transportation, energy, and future resort development.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    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 Mid Term Long Term

    • Aggregate strategically • Segregate southern and • Exchange preferred


    important land assets on northern tips for future southern and northern tip
    Long Caye, Lighthouse commercial development land parcels for equity
    Reef Atoll carry in commercial resort
    • Assemble development / development
    • Generate cash for debt infrastructure team
    service and repayment • Create Long Caye science
    through sale of individual • Establish nature preserve and research center
    home sites on Long Caye
    • 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 • Americans and Europeans lead the
    tourism, CAGR 3% Belize tourism market
    • February/March highest tourist • U.K (30%), Germany (12%),
    arrivals of the year Netherlands (10%) are majority of
    European tourists currently visiting
    Belize

    Tourist Arrivals, by Year Tourist Arrivals, by Nationality


    260,000

    Other
    250,000 Mexican 8%
    2%
    # of tourists

    240,000 Guatemalan
    5%
    Belizean American
    230,000 4% 61%
    220,000 Canadian
    7%
    210,000

    200,000 European
    2003 2004 2005 2006 2007 13%

    Year
    Target Market
    High Net Worth Individuals

    • High Net Worth Individuals (HNWI)


    – Defined as investable assets in
    excess of US$1 million HNWIs (more than US$1million, in 2006)
    – Key factors influencing purchase :
    Region Number
    • Investment appreciation
    Global 9,500,000
    • Early opportunity North America 3,000,000
    • Environmental/social Europe 2,900,000
    responsibility factors Asia-Pacific 2,600,000
    • Remote location/Lighthouse Reef Latin America 400,000
    Atoll Middle East 300,000
    • Low density land planning Africa 100,000
    • Recreational activities Other 200,000
    (diving/fishing)
    – Number of high-net worth individuals
    worldwide is estimated at 9.5 million
    and totals US$37.2 trillion
    Target Market
    Ultra-High Net Worth Individuals

    • Ultra-High Net Worth Individuals


    UHNWIs (more than US$30million, in 2006)
    – Defined as investable assets in
    Region Number
    excess of US$30 million
    Global 95,000
    North America 38,400
    • Number of Ultra-High Net Worth Europe 23,200
    individuals worldwide is estimated at Asia-Pacific 18,200
    95,000 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)


    Stella Maris, Bahamas (US$175,500)
    - 90 x 150 waterfront lot, beach access - 100’ beachfront

    Grand Cayman, Cayman Islands


    Price Range: (US$475,000 to US$640,000)
    - .42 to .48 acres, oceanfront
    Competitive Landscape/Positioning
    Central America/Belize Comparables

    Pumpkin Beach, Hondurus (US$50,000-$240,000) Bocas Del Toro, Panama (US$125,000)


    - Beachfront/interior land development - Beachfront development

    Southern Belize (US$120,000) Hopkins, Belize (US$190,000)


    - 200’ beachfront lot - Investment/development, beach view lots
    Challenges and Opportunities

    CHALLENGES OPPORTUNITIES

    • Establish local transportation


    • Domestic transportation logistic company
    logistics • Establish renewable energy
    capability
    • Lack of mature infrastructure • Enhance land value with minor
    improvements
    • Current global economic • Future resort development
    conditions • 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 STRATEGY
    Advertising Advertising
    – Print Place advertisements in target market media
    – Online - Magazines, websites, newspapers, radio
    - Condé Nast Traveler, Islands, Forbes, WSJ, etc.

    Editorial Editorial
    Create relationships with target market media
    – Editorial opportunities
    editorial staff to gain ‘mindshare’ and interest
    – Co-authored articles - Travel magazines, newspapers, radio (NPR)

    Website Website
    Create an interactive, comprehensive website to
    promote Long Caye
    Collateral Materials Collateral Materials
    – Print/Electronic sales tools 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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