Stellar Place Project Type Mixed Development Location Visayas Avenue, Quezon City Land Area 8,608 Sq.M
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PROJECT BRIEF 11 March 2011 THE CONTENTS OF THIS PRESENTATION IS STRICTLY FOR SALES TRAINING PURPOSES ONLY. ALL PLANS, DETAILS, AND INFORMATIONS CONTAINED HEREIN ARE SUBJECT TO CHANGE AT ANYTIME AT THE DEVELOPER’S DISCRETION. GENERAL INFORMATION THE CONTENTS OF THIS PRESENTATION IS STRICTLY FOR SALES TRAINING PURPOSES ONLY. General Information Project Name Stellar Place Project Type Mixed Development Location Visayas Avenue, Quezon City Land Area 8,608 sq.m. Three (3) Buildings Vega Claris Magna Description MRB - 6 Floors MRB - 6 Floors HRB - 15 Floors No. of Units 84 Units 84 Units 311 Units Total Units 479 Units No. of Parking 63 Slots 186 Slots Total Parking Slots 249 Slots Visayas Avenue, Quezon City How to get there: From Makati: Take EDSA Northbound, turn right at East Avenue, head straight until you reach the Quezon Memorial Circle. From there, turn right at Visayas Avenue, further down prior to reaching Congressional Avenue, the property is on the left side. From Caloocan or Monumento: Take Congressional Avenue heading towards Visayas Avenue. Upon reaching Visayas Avenue, turn right and the site will be on your right. Nearby Business and Media Centers BUSINESS CENTERS Distance in Landmark KMS. Eton Centris, Quezon Avenue 3.3 UP-Ayala Techno Hub, Diliman 3.6 ABS-CBN Broadcasting Center 3.86 GMA 7 Media Center 4.8 Ortigas Center 10 Makati Central Business District 15.5 Nearby Commercial Centers COMMERCIAL CENTERS Distance in Landmark KMS. Cherry Fooderama Congressional 0.8 Circle C – Robinsons Supermarket 1 Trinoma 2.5 SM City North Edsa 2.6 Eton Centris 3.3 Waltermart Monumento 4.5 Timog Avenue 4 Tomas Morato Strip 4.8 Nearby Learning Institutions LEARNING INSTITUTIONS Distance in Landmark KMS. Maria Montessori School of Q.C. 0.26 Colegio De San Lorenzo 1.1 New Era College 1.9 St. James College 2.5 Philippine Science High School 3 University of the Philippines 3.5 St. Mary’s College 5.1 Miriam College 5.7 Ateneo de Manila University 6 Nearby Hospitals HOSPITALS Distance in Landmark KMS. Veteran’s Hospital 2.4 Lung Center of the Philippines 2.5 Philippine Heart Center 2.8 East Avenue Medical Center 2.9 Philippine Children’s Medical Center 2.9 V. Luna Medical Center 3.7 Capitol Medical Center 5.2 St. Luke’s Medical Center 6.4 Other Nearby Landmarks OTHER LANDMARKS Distance in Landmark KMS. Our Lady of Mt. Carmel 0.9 Quezon City Hall 1.6 Our Lady of Annunciation 2.7 MARKET LANDSCAPE Competition Scan THE CONTENTS OF THIS PRESENTATION IS STRICTLY FOR SALES TRAINING PURPOSES ONLY. Competition Scan NORTH BELTON COMMUNITIES Developer Eton Properties Location Located along Quirino Highway, near SM North Edsa and Trinoma Value Statement A fresh new way to live in the city. Description Two (2) major components: A. Commercial complex B. Residential area divided into three (3) (West Wing Residences, West Wing Villas, The Manors). Target Market On-the-go young professionals, ready-to- settle-down couples, newly weds, start-up families, out-of-town students, and overseas contract workers who want a home in Quezon City at an affordable price. Competition Scan GRASS RESIDENCES Developer SMDC Location Located at Nueva Vizcaya St., between SM North Edsa and SM Annex. Value Statement Creating an oasis where your family can grow - and prosper. Description Three (3) buildings; 40 floors per building Target Market Young families with modest income. Competition Scan CHERRY ORCHARD SUITES Developer LK Global Development Location Located along Congressional Avenue. Value Statement Live life in full bloom. Description Three (3) clusters of 16-storey buildings. Target Market Filipinos, Korean Competition Scan EDSA GRAND RESIDENCES Developer Edsa Grand Realty Location Located along EDSA, near Congressional Avenue. Value Statement Everything here is within your reach. Description One (1) 30-storey building. Target Market Young employees and families Competition Scan BLUE RESIDENCES Developer SMDC Location Located in front of Ateneo Blue Eagle Gym. Value Statement The latest student hub near Ateneo and Miriam College. Description One (1) 41-storey building. Target Market Students, Young Professionals Summary of Competitive Landscape Opportunities for DMCI Homes • Most residential projects in the area • Opportunity to capture the market of are horizontal (subdivisions), however, upgraders in the area there is also a prevalence of townhouses, especially in the areas around Visayas Avenue • Majority of the unit mix for existing • Ability to provide for the underserved vertical competitors (condominium segment in the area (young families) developers) consists of 1BR units with a diverse mix of larger unit cuts • Majority of competitor unit inventory • Opportunity to serve spill-over buyers has already been absorbed by the market • Current pricing per SQM: minimum = • Competitive pricing at Php64,000 per Php46,000 maximum = Php84,000 SQM average = Php64,000 TARGET MARKET THE CONTENTS OF THIS PRESENTATION IS STRICTLY FOR SALES TRAINING PURPOSES ONLY. Target Market 1. Primary Market A. End-Users and Upgraders from Quezon City and to some extent, CAMANAVA (young couples and start up families). B. Young families who have just been renting or still living with parents, and are looking at finally purchasing their own home. C. Growing families who want to improve residential condition. 2. Secondary Market Those from the provinces in the North and other provinces in the Philippines looking for a half-way home or primary home within Quezon City proximate to broadcasting centers, learning institutions/universities, government institutions. Psychographics • Career-driven professionals with a middle-class income, but with an AB mindset. • Discerning individuals who have a taste for the finer things in life. • Driven to succeed and live the high life, the way their AB counterparts and acquaintances do. They are free thinkers, passionate and academically driven, family oriented individuals who value quality time spent with family and friends. They are hard working individuals who know the importance of having a home near their place of work, study and leisure in order to allot more time doing the things that they value more unhurriedly. Though they occasionally spend for their interests and the things that they value, they are still for the most part, practical and discerning, on how they spend their money. They also aspire to upgrade in a secured residential community, near their primary homes; a new home where they can live comfortably yet still enjoying the same neighborhood experience they used to have. They consider home as their de-stressor. Needs – Segment Framework Functional Need – The Home HARMONY SEEKERS • Near schools; near hospitals; homeowner’s association. • Space and light; warmth; Social Need – The Situation • Family starters,;homebuilders • Kitchen & Living room – the hub in the house Emotional Need – The Owner and his Feelings • Sociable; balanced •Harmonious; togetherness; belonging Needs – Segment Framework COMPETENT INDIVIDUALS Functional Need – The Home • Near business and commercial centers Social Need – The Situation • Business/corporate lifestyle – yuppies, professionals, executives, career-oriented individuals • Technology, study/work area Emotional Need – The Owner and his Feelings • Driven • Controlled • Focused Personification For 10 years now, Charlie, a sculptor, has been married to Maine, an events specialist. They have been living in Caloocan since they got married. It has been a long time dream to finally have their own abode. Now that the Charlie’s business is flourishing, they have decided to move out from his parents’ home. Being an only son, he prefers to settle down in an area that is accessible from where his parents are living. Since Maine is now carrying their first born, it is important for them to be within proximity to all places of interest, such hospitals, schools, government offices, malls, & corporate districts. For the couple, their place of comfort is where privacy, security and a serene environment is present. Stellar Place is an ideal community for them to nurture their growing family. VALUE PROPOSITION AND REASONS TO BELIEVE THE CONTENTS OF THIS PRESENTATION IS STRICTLY FOR SALES TRAINING PURPOSES ONLY. Why would I choose to live at Stellar Place? Value Proposition Statement WHAT The only resort-inspired and family-oriented residential condominium village in Visayas Avenue, Quezon City HOW that features energy-efficient and innovative community solutions through DMCI Homes’ trademark garden atriums and single-loaded building configuration, and property management services WHO for young upper-middle income families WHY who seek comfort and rejuvenation WHERE in a community enclave within close proximity to their places of interests (work, study, government, and service institutions). Reasons to Believe The Ideal Setting • Stellar Place is highly accessible via Visayas Avenue with convenience to PUVs via MRT North Station, Quezon City Hall Terminal and Quiapo-Taft Manila. • The development is within close proximity to top academic institutions, commercial centers and government offices and hospitals along the Elliptical Road and East Avenue. • The location of the project allows its residents to move, work, learn and play, at their own pace thereby enjoying unhurried lives. Reasons to Believe Living Inspired • A lush and invigorating experience just outside your unit- green open spaces and refreshing water elements blend to bring the pitch-perfect balance that people crave to be inspired. The areas surrounding