LUXURY RESORT SALES STRATEGY - CAPCANA

STRATEGIC SALES PLAN
CAPCANA
DOMINICAN REPUBLIC

BY
ADAM GREENFADER

Strategic Marketing Plan
January 1, 2008

CAPCANA– Dominican Republic
Phase I

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.
2.
3.

Puerto Rico
Europe - France
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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2
Axyon
Advanced Solutions For Real Estate Development
All Rights Reserved ®

January 1, 2008

Phase I

Market Research Sources
This report was compiled from the below noted sources:
1.
2.
3.
4.
5.

Diagnostic site analysis – CAPCANA from 2005-2007
Interviews with current CAPCANA optionees
Interviews with local and national real estate brokers
Census 2004 data
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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Axyon

January 1, 2008

Phase I

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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Axyon

January 1, 2008

Phase I

Market Needs
The international luxury market
needs top quality resorts such as
CAPCANA that can offer high
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.

end

Projected Target Client Profile
The projected target client profile
is a composition of key “clientmetrics.” 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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Axyon

January 1, 2008

Phase I

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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Axyon

January 1, 2008

Phase I

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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Axyon

January 1, 2008

Phase I

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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8
Axyon

January 1, 2008

Phase I

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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Axyon

January 1, 2008

Phase I

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.

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Axyon

LUXURY RESORT SALES STRATEGY - CAPCANA

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