june 2008
Dec 11, 2015
THE GROWTH
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000
40.000.000
2004 2005 2006 2007
Sold Production
PRODUCT
At present Verona Building proposes in polish market:
Medium level flats
Prestigious flats in buildings with swimming pool, fitness, monitoring, air conditioning
Penthouses
Retail and office spaces at the lower levels of residential buildings
OUR TARGET
Middle-high wage
30 to 40 years old people. Mainly young couples with a good job, often in foreign companies.
University student’s parents.
Polish and foreign investors
MARKETING STRATEGY
Each project conceived as Unique Selling Proposition.
Advertisement (press, web..), specialized fairs, outdoor events, billboards.
Strong corporate identity
• Surface: 12 000 m2 (145 flats, 1.600 m2 retail, 1.600 m2 office)
• Start: July 2006
• End: December 2008
• Sales: 22 mln Euro
• All sold out
• Surface : 10.000 m2 (166 flats, swimming pool, fitness)
• Start: July 2006 • End: October 2008
• Sales: 20 mln € • 85% sold
TARASY VERONA 2
• Surface: 5.000 m2 (90 flats + retail) • Start: November 2008 • End: December 2010 • Sales: 12 mln €
• Surface: 9.700 m2 (182 flats, 700 m2 retail)
• Start: September 2007
• End: December 2009
• Sales : 20 mln €
• 65% sold
JABLONIE VERONA
• Surface : 4800 m2 (62 Flats)
• Start: December 2008 • End: December 2010
• Sales : 14 mln €
• Surfaces: 14.000 m2, (145 flats3.000 m2 retail, 3.000 m2 offices)
• Start: October 2004 • End: July 2007
• Sales: 25 mln €• All sold out
• Surface : 3.500 m2, (30 flats)
• Start: April 2006 • End: April 2008
• Sales : 10 mln €
• 60% sold
• Surface : 23.500 m2, (350 flats, 2.700 m2 retail, 1.500 m2 offices)
• Start: April 2007 • End: December 2009
• Sales : 46 mln €
• 50% sold
GARBARY VERONA
• Surface : 8.000 m2
(120 Flats, 800 m2 Retail)
• Start: Marzo 2008
• End: Giugno 2010
• Sales: 21,5 mln €
OSIEDLE VERONA
• Surface 70.000 m2 (90% residential, 10% Retail)
• Start: 2009 • End: 2013
• Sales: 140 mln €
Delivered apartments in Poland/1000 inhabitants over the last 2 years
20068,74
8,04
6,9 6,79
5,01
1,56 1,4
0
1
2
3
4
5
6
7
8
9
Krakow Warsaw Wroclaw Gdansk Poznan Lodz Katowice
Delivered apartments in Poland/1000 inhabitants over the last 2 years
2007
6,51
9,24
5,19
6,987,28
2,03 1,98
0
1
2
3
4
5
6
7
8
9
10
Krakow Warsaw Wroclaw Gdansk Poznan Lodz Katowice
Forecast apartments to deliver in Poland/1000 inhabitants 2008
8,4 8,47,7
3
7
0
1
2
3
4
5
6
7
8
9
Krakow Warsaw Wroclaw Poland Europe
FURTHER DEVELOPMENT IN POLAND
Opportunities:
i. Lack of flats in Poland, due to
low quality and decay of existing,
80’s baby boom effect,
the increasing level of poles’ means and needs (more space
and quality)
ii. The estimated need is 2-3 million flats in the next 10 years
iii. Price are supposed to keep slightly growing
iv. Construction costs are expected to stabilize
v. More opportunities on the market
Threats:
In the last 8-10 months the sales have dropped dramatically, mainly due to:
i. unbalanced growth of flat prices compared to wages
ii. increase of mortgage interest rates
iii. more cautious attitude of the banks
We expect this situation to last for 3-5 more months, and a more dynamic market for
the second part of the year.
The market, however, will not be as brilliant and easy as it was before, in the next
future demand and offer will be comparable, clients will be more aware and mature,
so the market will be more selective.
If this is the scenario we will have to:
Select the opportunities with more caution as far as location, size and price
are concerned
Keep average price per sqm compatible with average families’ means
(today 2000 €), except for locations and projects intended for a different
target.
Spread the activity in the country (one new town every 1,5-2 years)
Keep quality level and customer satisfaction as first priority
Give every project an outstanding peculiarity
Use all means for an effective and innovating communication policy