STRATEGIC GOALS & INITIATIVES: FY 2024 - 2025

NAME: LINU VARGHESE THOMAS

DEPARTMENT: BUSINESS DEVELOPMENT
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BUSINESS DEVELOPMENT GOALS FOR 2024 – 2025

NAME: LINU VARGHESE THOMAS

DEPARTMENT: BUSINESS DEVELOPMENT
BUSINESS DEVELOPMENT GOALS FOR 2024 – 2025

S.No. GOALS

1. REVENUE:
Grow revenues (turnover) from 11.5 Cr to 35 Cr in FY 2024-2025, representing a 3.4X
increase.
A. 17 Crores – From New Acquisition – Same Year Billing and Same Year Collection

B. 18 Crores – From Ongoing Projects – Primary Responsibility rest with CMO & PMO
Team.
1. BD to lead, monitor and coordinate in ensure greater customer experience in the
0-6 Months bucket.
2. Ensure Collection Efficiency at 90% as against 82%
3. Ensure Timely & Accurate Raising of Invoices
4. Ensure proper coordination and discussion with CMO and PMO to ensure New
Projects are Billed as PLANNED – Start of PCC within 5 months of Acquisition

2. PMC Business:
Secure contracts for the acquisition of 2.16 crores sq.ft. of area for PMC projects, resulting in
an order booking value of 48.84 Crores

3. VAS Business:
Secure contracts for the acquisition of 1.56 crores sq.ft. of area for VaS projects, resulting in
an order booking value of 3.90 Crores

4. EPC Business:
Secure contracts for 8 Lakh sq.ft. across 4 projects, generating an Order Booking Value (OBV)
of 13.00 Crores

5. Developers Management:
Achieve earnings of Rs. 4 Crores from the annual sales deed of 200 confirmed bookings

6. New Market Penetration:

Establish Planedge's presence in Hyderabad and Mumbai Suburbs, focusing on Project
Management Office (PMO) and Value-added Services (VaS)

7. Brand Building:
Implement comprehensive brand-building strategies and reinforce Planedge's brand identity
and promise

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 STRATEGIES AND ACTION PLAN:

GOALS

PMC Business:
Secure contracts for the acquisition of 2.16 crores sq.ft. of area for PMC projects, resulting in an
order booking value of 48.84 Crores

PLAN OF ACTION

A. PMC – RESIDENTIAL PROJECTS:

 Secure contracts for 1.48 crore sq.ft of area.

 This would generate Order Booking of 48.84 Crores.
 The average area per project is assumed at 6 lacs sq.ft (current avg is 4.77 lacs)
 25 Projects at a Price of Rs. 33 per sq.ft.
 Revenue expected this year is 6.20 Cr (Assumed that Billing starts in Month 5 - start of PCC.)

STRATEGIES ADOPTED:

1. Develop a list of the top 20 prospective clients quarterly, based on rigorous internal qualification criteria
and strategic planning, to target high-potential projects effectively.

2. Establish a network of the top 20 consultants specializing in our industry for lead generation purposes,
ensuring a targeted approach to sourcing high-quality leads

3. Develop and present customized solutions, including Project Management Consultancy (PMC) and
Construction Management Consultancy (CMC) services, tailored to meet the unique needs and budgetary
constraints of potential clients that align with the company's capabilities and resources.

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B. PMC – COMMERCIAL PROJECTS:

 Secure contracts for 0.68 crore sq.ft of area. (30% of PMC Quantum)
 This would generate Order Booking of 22.44 Crores.
 The average area per project is assumed at 6 lacs sq.ft (current avg is 4.55 lacs)
 11 Projects at a Price of Rs. 33 per sq.ft.
 Revenue expected this year is 2.80 Cr (Assumed Billing within 6 Months)

STRATEGIES ADOPTED:

1. Identify and prioritize the top 10 IT/ITES accounts with secondary presence in Pune, ensuring thorough
market study and analysis prior to finalizing the list and ensure scheduling of meetings and capabilities
presentations are made by H1’24-25.

2. Develop a robust portfolio of successful commercial projects that effectively showcases our company's
capabilities and expertise in the industry. Track the progress by documenting completed commercial
projects, including details such as project scope, client feedback, and project outcomes.

3. Utilize existing resources, industry connections, and strategic partnerships with key consultants, such as
architects and structural engineers, to secure commercial projects and ensure their successful delivery.

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 GOAL

VAS Business:
Secure contracts for the acquisition of 1.56 crores sq.ft. of area for VaS projects, resulting in an
order booking value of 3.90 Crores

PLAN OF ACTION

VALUE ADDED SERVICES–:

 Secure contracts for 1.56 crore sq.ft of area.

 This would generate Order Booking of 3.90 Crores.
 The average area per project is assumed at 6 lacs sq.ft (current avg is 6.47 lacs)
 26 Projects at a Price of Rs. 2.50 per sq.ft.
 Revenue expected this year is 3.00 Cr (Assumed that Billing starts in Month 5 - start of PCC.)

STRATEGIES ADOPTED:

1. Showcase the value proposition of our estimation services by compiling and presenting a minimum of
3-5 case studies and testimonials that highlight the benefits and successes achieved by our clients.

2. Develop a comprehensive Project Controls package encompassing the establishment of project

budgets, cost control parameters, and procurement processes, including the issuance of Purchase
Orders (PO) and Work Orders (WO) aligned with approved budgets. Additionally, implement systems
for tracking activity-wise budgeting and monitoring bill value versus incurred costs.

3. Collaborate with recognized industry influencers and thought leaders to actively promote our Value-
Added Services (VAS) offerings, leveraging their expertise and reach to increase awareness and
credibility in the market.

4. Develop an Estimation Online Tool tailored for Architects to determine L1 Budgets accurately,
provided free of charge (FOC), with the aim of enhancing brand reputation and building trust within
the industry.

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 GOAL

EPC Business:
Secure contracts for 8 Lakh sq.ft. across 4 projects, generating an Order Booking Value (OBV) of
13.00 Crores

PLAN OF ACTION

EPC – INSTITUTIONAL / HOTELS/ INDUSTRIAL PROJECTS:

 Secure contracts for 0.08 crore sq.ft of area.

 This would generate Order Booking of 13.00 Crores.
 The average area per project is assumed at 2 lacs sq.ft
 4 Projects at a % commission of 6% on the Cost of Construction.
 Revenue expected this year is 1.00 Cr.

STRATEGIES ADOPTED:

1. Identify and prioritize the top 10 Institute accounts, 5 Hotels, 5 Industrial Companies with potential to
expand in Pune, ensuring thorough market study and analysis prior to finalizing the list and ensure
scheduling of meetings and capabilities presentations are made by H1’24-25.

2. Develop competitive proposals that effectively showcase our company's expertise and unique value
proposition, emphasizing our strengths and capabilities compared to competitors and measure the
success of the competitive proposals by tracking metrics such as the number of proposals submitted, the
percentage of proposals resulting in new contracts or projects, and client feedback on the proposals.

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 GOAL

Developers Management:
Achieve earnings of Rs. 4 Crores from the annual sales deed of 200 confirmed bookings

PLAN OF ACTION

DEVELOPERS MANAGEMENT – CITY LIGHTS PROJECT:

 Secure Sales Contracts & Deeds for 200 Unit Booking.

 Sales Booking at 133 Crores
 Assumed Stage of completion of 11th Floor - RCC for A, B and G Building
 Phase 1 – 160 Units & Phase 2 – 40 Units
 Milestone based Revenue expected this year is 4.00 Cr. (6% of Gross Sales)

STRATEGIES ADOPTED:

1. Track the progress of sales contracts and deeds secured, booking amounts achieved, completion of RCC for
the 11th floor, and revenue generated against milestones.

2. Utilize effective sales and marketing strategies, construction progress monitoring, and revenue forecasting
to achieve the set targets within the designated timeframe.

3. Ensure that execution of the strategic plan within the specified timeline, ensuring sales contracts and
deeds for 200 units are secured, RCC for the 11th floor is completed

4. Ensure a proper Measurement & Tracking of the above metrics is finalized by the March 7th 2024 and
reviewed on a weekly/fortnightly and monthly basis.

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 GOALS

New Market Penetration:

Establish Planedge's presence in Hyderabad and Mumbai Suburbs, focusing on Project
Management Office (PMO) and Value-added Services (VaS)

PLAN OF ACTION

NEW MARKET EXPANSION:

 Markets Identified : Hyderabad City, Mumbai Suburbs, Nashik & Nagpur

 Product Offerings : “PMO and VAS – Estimation” as a Service

 Work Orders - 4 Projects

STRATEGIES ADOPTED:

1. Remotely analyse the demand for Project Management Office (PMO) and Value-Added Services (VaS) in
these markets and segment the target audience based on industry, company size, and specific needs.
These findings would be shared by End of March 2024.

2. Deploy current sales personnel from Pune for a targeted market storming initiative:
Mumbai Suburbs: April 2024
Nashik: May 2024
Hyderabad: June 2024
Nagpur: July 2024

3. Identify and utilize existing networks and partnerships within the industry to acquire referrals and
recommendations for potential clients and Track the number of referrals and recommendations obtained
from existing networks and partnerships in Q1-24’25

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 GOALS

Brand Building:
Implement comprehensive brand-building strategies and reinforce Planedge's brand identity and
promise

PLAN OF ACTION
BRAND BUILDING:

 Implement Influencer Marketing and Collaborations with brands relevant to Planedge's Scope of Work to
increase brand visibility and reach within the target audience.
 Optimize existing website content for New Keywords and add new blogs to the website to enhance
credibility and improve search engine ranking.
 Add and optimize New Relevant Keywords across digital channels, focusing on building High-Quality Do-
Follow and No-Follow Links from High Traffic Domains to increase website authority and visibility.
 Curate trending Content and Podcasts relevant to Planedge's Service Range to engage with the audience
and establish thought leadership in the industry.
 Execute Organic Marketing strategies by optimizing Social Profiles and sharing informative, entertaining,
and inspiring content to foster engagement and brand loyalty.
 Deploy Email Marketing Campaigns at regular intervals to increase brand awareness, nurture leads, and
drive conversions.
 Launch Campaigns for special events/projects to create buzz and generate excitement among the target
audience, driving participation and interest in Planedge's offerings.

STRATEGIES ADOPTED:

1. Implement Influencer Marketing and Collaborations:

 Identify key influencers and brands in the construction and project management industry.
 Establish partnerships and collaborations with them to promote Planedge's services.
 Develop engaging content and campaigns tailored to the influencer's audience.
 Track and analyze the performance of influencer marketing efforts to optimize results.
2. Optimize Website Content and Add New Blogs:
 Conduct keyword research to identify relevant and high-ranking keywords in Planedge's industry.
 Update existing website content to incorporate these keywords naturally.
 Create and publish new blog posts addressing industry trends, best practices, and client success
stories.
 Ensure website content is optimized for search engines and provides value to visitors.

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 3. Add and Optimize New Keywords Across Digital Channels:

 Identify new keyword opportunities across digital channels including website, social media, and
online ads.
 Optimize content and metadata with relevant keywords to improve search engine ranking.
 Build high-quality backlinks from authoritative websites to improve domain authority and
increase visibility.
4. Curate Trending Content and Podcasts:
 Stay updated on industry trends and hot topics through market research and analysis.
 Create original content such as articles, infographics, and podcasts that resonate with Planedge's
audience.

 Promote curated content across various channels including social media, newsletters, and
industry forums.
5. Execute Organic Marketing Strategies:
 Develop a content calendar with a mix of educational, entertaining, and inspirational content.
 Engage with the audience on social media platforms by responding to comments and messages.
 Encourage user-generated content and testimonials to build trust and credibility.
6. Deploy Email Marketing Campaigns:
 Segment the email list based on customer preferences, behavior, and lifecycle stage.
 Create personalized and targeted email campaigns focused on providing value and solving
customer pain points.
 Monitor email performance metrics such as open rates, click-through rates, and conversion rates
to optimize campaign effectiveness.
7. Launch Campaigns for Special Events/Projects:
 Identify key events and projects relevant to Planedge's target audience.
 Develop creative and engaging campaigns to generate excitement and anticipation.

 Utilize various marketing channels including social media, email, and PR to promote the
campaigns and drive participation.

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 GOALS

TEAM Building:

Implement comprehensive brand-building strategies and reinforce Planedge's brand identity and
promise

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BUSINESS DEVELOPMENT: KRA

Category KRA's
Administer Customer Satisfaction Feedback surveys to gauge and improve customer
Customer
satisfaction levels.
Identify and penetrate new markets to expand the customer base.

Ensure that the 0-6 months customer onboarding experience exceeds 85% satisfaction.

Acquire customers across the product portfolio, including PMC, VAS, EPC, and DM services.

Financial Achieve a turnover (revenue) target of 35 Cr.

Secure order bookings totaling 88.18 Crores.

Raise bills amounting to 40 Crores.

Implement ERP systems across Sales, Billing & Collections, and CRM functions for improved
Process & Systems
efficiency and coordination.
Develop and deploy a Level 1 Estimation Software Tool for Consultants to streamline the
estimation process.
Leverage tools to automate proposal and Letter of Authorization (LOA) generation for faster
response to clients.
Enhance collection efficiency from 82% to 90% through process optimization and
automation.
Ensure timely billing and collection processes, with 85% of collections within 0-60 days and
90% within 90 days of invoicing.
People Increase team size to 8 members by recruiting 4 additional personnel.

Facilitate team development initiatives to enhance skills and knowledge.

Improve team productivity through training and performance management strategies.

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BUSINESS DEVELOPMENT: KPI

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 8. Add and Optimize New Keywords Across Digital Channels:
 Identify new keyword opportunities across digital channels including website, social media, and
online ads.
 Optimize content and metadata with relevant keywords to improve search engine ranking.

 Build high-quality backlinks from authoritative websites to improve domain authority and
increase visibility.
9. Curate Trending Content and Podcasts:
 Stay updated on industry trends and hot topics through market research and analysis.

 Create original content such as articles, infographics, and podcasts that resonate with Planedge's
audience.
 Promote curated content across various channels including social media, newsletters, and
industry forums.
10. Execute Organic Marketing Strategies:
 Develop a content calendar with a mix of educational, entertaining, and inspirational content.
 Engage with the audience on social media platforms by responding to comments and messages.
 Encourage user-generated content and testimonials to build trust and credibility.
11. Deploy Email Marketing Campaigns:
 Segment the email list based on customer preferences, behavior, and lifecycle stage.
 Create personalized and targeted email campaigns focused on providing value and solving
customer pain points.

 Monitor email performance metrics such as open rates, click-through rates, and conversion rates
to optimize campaign effectiveness.
12. Launch Campaigns for Special Events/Projects:
 Identify key events and projects relevant to Planedge's target audience.
 Develop creative and engaging campaigns to generate excitement and anticipation.
 Utilize various marketing channels including social media, email, and PR to promote the
campaigns and drive participation.

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