Paule André Annika Koivu Gustavo Lopez Markku Suominen

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1 Paule André Annika Koivu Gustavo Lopez Markku Suominen Version 2.5

2 Company description Red Sun Consulting is a consulting and software development company based in Brussels We provide innovative Internet and mobile solutions for the management of construction companies and construction projects

3 Our Team Markku Suominen, CEO 14 years IT experience, entrepreneur Paule André, Marketing & Sales Marketing professional, industry know-how Annika Koivu, Finance 7 years experience in financial responsibilities Gustavo Lopez, Technology manager 6 years experience, expert in Internet technologies

4 BuildKey service description BuildKey is a multichannel (web, mobile) workflow management tool for construction project leaders (architects, contractors, designers). BuildKey will bring together all the parties in a construction project and enhance problem solving, budgeting and scheduling anytime anywhere.

5 BuildKey - examples See the status of construction project in real time, schedules and documents are in one place Enhanced information flow between client and the contractors, everyone knows their responsibilities Automatic project documentation, separate construction diary is not needed Meet your schedule and budget All the parties involved save time and money

6 Different phases and life cycle of the data in construction project 1.Planning Functionality structures, techniques budget 2. Tender phase Work specification Ask for tenders Slicing project to parts 3. Contract environment Creation of operational environment Creation of agreements control of agreements 4.Contract supervision Contract / work control Flexibility in changing environment 5. Maintenance Control of maintenance agreements repairs renovations

7 BuildKey - four separate services Real time CompanyInfo - "Company level" user interface for every project DesignInfo Guidance tool for project planning SiteInfo - For controlling functions and data management of building phase SafetyInfo - For control of safety design BuildCam Real time picture and picture collage of construction project FacilityInfo - For data management of real estates. From maintenance manual to maintenance calendar and user feedback.

8 CompanyInfo All projects have a consistent user interface Automatic collection and analysis of project information (statistics, reports) Sharing information and documents throughout multiple projects (document templates, instructions, etc.)

9 Design phase DesignInfo works as guidance tool in project planning, design, and construction phases control of drawings versioning document management view function in web browser

10 Construction phase Project information, message board, document management and timetables make sharing the information easy Site diary Document control Dynamic schedule Compatibility with PDA devices Collecting of material for maintenance manual Real time pictures

11 Real estate control Material for maintenance manual can be collected from SiteInfo during the construction phase. Useful documentation and blueprints can be filed for later use. FacilityInfo s goal is to work as an Internet based real estate management tool and to be the pioneer in development of real estate management. Real estate maintenance manual Maintenance calendar Collecting material for maintenance manual during construction phase

12 Strengths and weaknesses Strengths Management and technology skills Process skills True expertise Contacts Weaknesses Limited view on construction business, there are different needs for different players Market survey limited Small company with limited resources

13 Opportunities and threats Opportunities No equivalent service on the market Real market need Trend towards information technology services Threats The larger, branded competition is recognizing our niche New competitors are developing in new markets Too time consuming development project, "never ending project" Resistance of change, people do not want to use new technologies Market decline

14 Trends in the construction sector From project expertise to process expertise From production to service business From customer interface to management of customer relations The construction cluster is becoming a significant user of information and communication technology Business may be local, but competition is global The European Council of Civil Engineers, June 7, 2002

15 The Market The Target Market Segments Customers Trends Growth Industry Analysis IT priority topics in the industry End-user satisfaction Process improvement Standardization

16 Market Size Belgium Investment of 25 Billions 10% of GDP Added value (+6%) EU Investment of 853 Billions 1.9 Million enterprises Biggest industrial employer

17 Market needs Need for proper tool for all the parties Need for accurate and frequent communication Need for tracking of work being kept Today we only have minutes of our meeting and we use excel spreadsheet to track the status of the project quote from a Belgian Architect

18 Market Segment Strategy The housing estate will be the primary market target for BuildKey. Similar houses - level of development One main contractor that subcontracts High number of customers Profile of house owner Architect/project leader Market needs Planning Communication Tracking

19 Target market segment strategy BuildKey will target the housing estate in Belgium. Les Belges ont une brique dans le ventre Other reasons: Good Market Experience Convenience Start point

20 External dependencies Construction market Union European des promoteur-constructeur La Confédération Construction in Belgium Regulatory Different regulation in EU countries Trends towards more unified EU regulation The Construction Sector Network at the European Committee of Normalization (CEN) European Construction Industry Federation

21 The Competition In Belgium Comanag E-MarketConstruct Competitive Strategy Product identity, quality, and novelty High employee motivation and good sales attitude Innovative and aggressive service options

22 Marketing strategy - Analysis Key Points for our Marketing Strategy Quality construction practices Project cost reduction? Fragmented Industry Establish a Common Discipline Marketing Research Observational Research Focus groups (project leaders and architects) Electronic suggestion card system Strategy Pyramids Premier product in Belgium Work toward building customer loyalty Fulfill any construction residential project request

23 Marketing strategy - Product Marketing Positioning On time On Budget With the best monitoring With the best service Web or any other tool Key - PDA Key - Table PC Key - Phone Key - Support Key - Standard PC KEY LOGIN

24 Marketing strategy - Promotion Promotion Strategy Batibouw "Clef sur porte See it your self. Media Summary! "#$ %#$ & ' % ( #$%&'()'*&(+,-%,.

25 Marketing strategy - Promotion Brand: BuildKey Communication Messages The FIRST ONE Key (we are the right key for customers) Strong Follow up Ideal Home Formal E-company Control Mobile

26 Marketing strategy - Price Pricing options Set up costs Euro (one time fee) Normal costs 150 Euro/month, including 3 users 400 Euro/month, including 10 users Establish Price Discrimination: -Architects -Final Owners -Government Also: Advertising charged referrals

27 Sales forecast Q1, 2003 Q2, 2003 Q3, 2003 Q4, 2003 Q1, 2004 Q2, 2004 Q3, 2004 Q4, 2004 Monthly costs Revenue Total Costs

28 Alliances - Components Mobile integration Not Wired, NotWired provides a complete, integrated , contact management and scheduling system to manage small and medium sized businesses. NotWired will unify all communications. Other Future Possibilities: Design online systems to monitor buildings and construction strategies (no project management) E-sites putting together construction professionals E-sites selling house plans online E-sites putting contractors on one single place for construction business (B2B & B2C) Alliance with the government Alliance with possible construction companies Design through computer assisted Design Software (CAD)

29 Project plan Phase Product Beta Testing Complete Web Site Up Product Availability Initial Sales Activities Marketing/Promotion Campaigns National Construction Industry Conference Official product launch Time March 2003 March 2003 April 2003 April 2003 May 2003 May 2003

30 Conclusion

31 Change is needed Change is needed in the basic philosophy of this traditional sector From minimizing investment to maximizing added value The European Council of Civil Engineers, June 7, 2002

32 Thank you!

33 The product Go to web template!

34 Analysis of IT-priority topics in construction industry (EU) End-user satisfaction Communication between all parties Process improvement Improved working methods" and "appropriate software tools to support production process Standardization Inter-operability of information Modeling standards for processes and results From the Working Group "Information Technology report WG was composed of representatives of different European sectorial federations, some Member States and DG Enterprise and DG Information Society

35 Target market segment strategy Cluster analysis: Several similar houses but at different level of development One main contractor that subcontracts (mainly to SME s ) High number of customers Profile of house owner in a housing estate Architect/project leader The housing estate will be the primary market target for BuildKey.

36 Long-Term Development Goals We assume that the market will respond, and grow in the next 3 years. New products as market Milestones per quarter (start with development TTM point - June 2003)