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Keturah Creek: Vision, Global Activation, and Financial Preliminary Report Prepared for Decision-Makers 1. Vision and Strategic Context The preliminary proposal, dated October 14, 2020, outlines a comprehensive strategy for the Vision & Global Activation of the MAG Creek development, which is now being adapted for the Keturah Creek portfolio. The overarching objective is to establish the Keturah brand and wellness ecosystem and contribute to residential sales by building a continuous flow of prospective buyers. The strategy is structured around two primary programs: the Brand Building Program and the Residential Sales Program, with a significant focus on the Ultra-High-Net-Worth Individual (UHNWI) market segment. 2. Financial Overview: 3-Year Budget Projection (2021-2023) The total projected budget for the three-year period (2021-2023) is 5,481,000 CHF, split between Brand Building and Residential Sales. Table 2.1: Total Budget Allocation (2021-2023) in CHF Program 2021 2022 2023 3-Year Total Brand Building Program 952,500 584,000 584,000 2,463,000 Residential Sales Program 1,284,000 902,000 832,000 3,018,000 Grand Total 2,236,500 1,486,000 1,416,000 5,481,000 The initial year, 2021, represents the highest investment at 2,236,500 CHF, reflecting the intensive foundational work required for brand launch and sales activation. 3. Detailed Brand Building Program (2021-2023) The Brand Building Program focuses on establishing the brand identity, creating essential assets, and activating key global markets. Table 3.1: Brand Building Investment Breakdown (2021) in CHF Key Mission Investment (2021) Key Deliverables Assets Creation 362,000 Brand Guidelines, Website V2 Development (67,470 CHF), Photography & Video. China-Specific Activation 304,000 WeChat, Weibo, Little Red Book, Baidu SEO, and local PR. Social Media & Activations 160,000 Global Social Media Strategy, Influencer Activations. Strategy & Research 81,500 Brand Strategy Finalisation, Localization for 3 markets (US, RU, Gulf, India). Analytics & Reporting 45,000 Google Data Studio dashboards, monthly 360° brand reports. Total 952,500 A significant portion of the budget is allocated to China-Specific Activation, highlighting the strategic importance of the Chinese UHNWI market. 4. Detailed Residential Sales Program (2021) The Residential Sales Program is designed to generate a continuous flow of qualified leads and support the sales team. The total initial fixed budget for 2021 is 1,284,000 CHF. Table 4.1: Residential Sales Program Investment Breakdown (2021) in CHF Key Mission Investment (2021) Key Deliverables Global PR + Content Creation 342,000 Market Research, Partner Ecosystem Operations, PR packages, Luxury Society Wellbeing Report (54,900 CHF). Assets Creation 250,000 Physical Roadshow Assets (215,000 CHF), Digital Asset Manager (35,000 CHF). Search & Performance Marketing 250,000 Western Market Activation (Google, FB, LinkedIn), A/B testing for key pages. Strategy 150,000 Residential sales strategy definition, Roadshow concept ideation. CRM & Email Marketing 120,000 Full CRM set-up and integration, segmentation, automation flows. Website (VIP Section) 102,000 Storyboarding, VIP section development, personalized experience integration. Data Analyst/Analytics 70,000 Tagging & tracking, Google Data Studio dashboards, weekly top-level reporting. Total Initial Fixed 1,284,000 Variable Fees and Incentives The proposal includes a performance-based component: • DLG Minimum Fixed Fees (50%): 642,000 CHF in 2021. • Bonus: A variable amount is set to be x3 the fixed fee amount, contingent upon achieving 100% of ASW sales objectives upon phasing. 5. Key Strategic Deliverables and Tools The strategy relies on several key digital and physical assets to drive engagement and sales: • The PACE App: A proprietary digital ecosystem designed to offer new horizons and services at residents' fingertips. • VIP Website Section: A dedicated, personalized online experience for high-value prospects, including concierge visit based on preferences. • Digital Asset Manager (DAM): A centralized tool for the sales team to manage and access all sales collaterals. • Global Roadshow Concept: Physical and digital "eRoadshow" concepts to reach HNWIs in cities not covered by physical events. • Content Strategy: Includes video interviews with key stakeholders (Ritz-Carlton, Delos) and the creation of a Luxury Society Wellbeing Report to serve as a conversation driver. 6. Conclusion and Next Steps The preliminary proposal provides a detailed, multi-year financial and strategic roadmap for the Keturah Creek launch. The budget is heavily front-loaded in 2021 to establish the brand and sales infrastructure. Next Steps for Keturah Team: 1. Review and Finalize: Review the detailed line-item budgets for Brand Building and Residential Sales. 2. Align with Keturah Creek: Integrate the Keturah Creek and Keturah Bhar branding and development timelines. 3. Approve Budget: Finalize the 1,284,000 CHF initial fixed budget for the Residential Sales Program and the 952,500 CHF Brand Building budget for 2021. 4. Prepare Presentation: Use this compiled data to communicate the strategy and financial commitment to stakeholders.