1. Urban Green – Where Nature’s Beauty Begins BUSINESS PLAN Prepared by: Yoke Ling (Aster)

2. Introduction Business Plan By definition, home landscaping, means arranging or modifying the features of the grounds around a home to improve the property and its environment from the standpoint of aesthetic ideas and/or practical usage. A well-designed landscaping ideas can complement your home's architecture and design, and the right plants can greatly enhance the garden by adding color, texture and even fragrance. Urban Green is empowered to provide comprehensive landscape services and solutions to the new modern homes by designing and creating conducive and sustainable living environment. Design and Build” concept which made it easier for us to accommodate the changes and needs of our clients throughout the entire projects.

3. AGENDA 1. VISION 2. OBJECTIVE 3. DRIVERS OF GROWTH FOR HOME LANDSCAPING 4. TARGET MARKET & AREAS 5. OUR PRODUCTS 6.WHY US 7. FINANCIAL PROJECTION 8. OPPORTUNITIES & CHALLENGES 9. CHALLENGES & SOLUTIONS 10. STRATEGY & EXECUTION PLAN

4. 1. OUR VISION Our vision is to be the market leader in new generation home landscaping.

5. 2. OBJECTIVES To achieve targeted net profit margin of 25%. To achieve annual sales of $____ at Year 3.

6. 3. DRIVERS OF GROWTH The drivers of growth for the home landscaping are mainly due to the followings:  Aesthetics  Functionality  Healthy & Quality lifestyle  Real Estate value  Change of Design Trend

7. 4. TARGET MARKET & AREAS We target on: New landed propertiesNew landed properties Existing landed propertiesExisting landed properties PenthousesPenthouses and other residential with big green space/rooftop/landand other residential with big green space/rooftop/land

8. TARGET AREAS

9. TARGET AREAS (CON’T)

10. DistrictProject NameTypeArea (sqft) $ Price (sqft) Total Transaction 10Palms @ Sixth AvenueSemi D4900115711 Estrivillas, Jln Lim Tai SeeSemi D54047871 Goodwood GrandSemi D547912781 D’LeedonSemi D837412691 11Chancery HillSemi D77637161 Landed Housing Dev, Asmont Lane Semi D221731571 The Whitley Residence, Whitley Road Semi D48019141 15Landed Housing Dev, Crescent Road Detached594811711 Seven Crescent, Crescent RoadDetached43279921 Lotus Ville, Lrg Telok KurauTerrace35528451 Seawind, Lrg Telok KurauTerrace334815261 16Eco, Bedok SouthTerrace334812253 TOTAL24 Landed Properties Transaction in Year 2014 for District 10, 11, 15, 16 & 18 (Source: URA)

11. TARGET AREAS (CON’T) DistrictProject NameTypeArea (sqft) $ Price (sqft) Total Transaction 10Palms @ Sixth AvenueSemi D4900115713 11Greenwood Mews, Greenwood Avenue Terrace317511392 16Archipelago, Bedok Reservoir Road Semi D44027021 Eco, Bedok SouthTerrace334812253 TOTAL19 Landed Properties Transaction in Year 2015 (Jan to Jun) for District 10, 11, 15, 16 & 18 (Source: URA)

12. 5. Our Products Product Type A Comprehensive Package Design + Build + 6 months Maintenance Hardscape and softscape Dead plant replacement during the 6 months maintenance Payment Term: Down Payment+ Progress Payment (14 days term) Product Type B Product Type C Landscape Construction Implement the landscape consultant’s design and maintain the plant Replacement during DLP Progress payment by consultant’s certification (30 days term) Design & Consultation Conceptual Design, master plan and construction plan Provide budget costing Presentation Max 3 alterations Fees will be waived if client accepted the offer of design and build ** Request for landscape maintenance after the contract period will be treat as separate contract and new quotation will be submitted to client

13. 6.Why us? Our team consists of highly qualified and deeply-experienced landscape professionals such as Landscape Architect, Horticulturist, Arborist and skilled gardeners We practice customer-centric business culture We always keep ourselves updated with the latest design trends and market need We offer comprehensive landscape services We deliver high quality products and services

14. 7.FINANCIAL PROJECTION 7.1 Forecasted Sales/Revenue

15. Forecasted Sales/Revenue (Con’t)

16. 7.2 PROPOSED ORGANIZATION CHART Lead Project Manager Positions201520162017 Manager Level12 (Q1)2 Executive Level02 (Q4)3 (Q4) Supervisor1 (Q4)2 (Q2)2 General (Local)2 (Q4)4 (Q3)6 (Q3) Agent Worker02 (Q3)4 (Q1) Total41217 IPMSTechnical Supervisor cum Driver (Q4’15) Project Manager (Q1, 2016) Skilled Gardener – 2 (Q4’15, Q3’16) General Worker - 1 (Q4’15) Agent/Foreign Worker – 2 (Q1’16, Q1’17) Marketing Sales Admin, HR & Finance By supporting department Supervisor cum Driver (Q2’16) Skilled Gardener – 2 (Q1’17, Q3’17) General Worker - 1 (Q2’16) Agent /Foreign Worker – 2 (Q3’16, Q1’17) Marketing Executive (Q3’16) Contracts&Procurement (Q1’17) Landscape Architect - 1 (Q4’16,) **Target to have full team (2 operations teams) in year 2017

17. 8.OPPORTUNITIES VS CHALLENGES Opportunity Challenges/Threats Landed properties are scarce and expensive (goldmine investment). Landscape can significant increase the real estate value for investor. Towards conducive, quality and sustainable living environment Change of aesthetic perception/design trend Technology inventions (irrigation system, green wall, green roof, outdoor artificial materials and others). Personalized the landscape LANDED property in Singapore is scarce and the Government generally releases only a few land parcels for landed residential use. The demand of landed properties is controlled by the Government as foreigner is restricted to buy any landed homes, thus the transaction is low. Only About 6% of Singapore residents are live in landed properties. Majority of the landed properties already have their garden. Competitive market

18. ItemChallengesHow to overcome 1. LANDED property in Singapore is scarce only a few land parcels are released for landed residential use. Maximize the landscape area by introducing green wall & green roof. 2. The demand of landed properties is controlled by the Government as foreigner is restricted to buy any landed homes, thus the transaction is low. Branding – Market Leader for Home Landscaping Re-Landscape 3. Only About 6% of Singapore residents are live in landed properties. Market is niche but contract amount per project can be higher by incorporate more hard landscape into design. Offer our home landscape maintenance after work completion 4 Majority of the landed properties already have their garden. Re-Landscape by introducing latest design Showcase/ samples of our design Special packages/promotion during special occasions (CNY) 5. Competitive marketBranding – Market Leader for Home Landscaping Quality workmanship 9.CHALLENGES & SOLUTIONS

19. STRATEGYPEOPLEOPERATIONSTarget Date 1. To develop the marketing plan Outcome:. To achieve sales target Leader: Sales & Marketing Mgr Others LYL 1.1 To develop the marketing plan for management’s approval 1.2 To implement the marketing strategies and keep tracking on the sales activities 1.3 To conduct sales meeting and review Q3 2015 Q4 2015 Bi-weekly 2. To implement effective cost management and pricing strategy Outcome:. Improve of work efficiency and quality workmanship Leader: LYL Others: IPMS Team 2.1 To identify the suppliers and contractors for the home landscaping (small scale). 2.2 To develop the standard costing and quotation template. 2.3 To develop the costing and quotation procedures Q3 2015 Q4 2015 Profitability Key Result Area: To achieve Urban Green Financial Goal 10.STRATEGY AND EXECUTION PLAN

20. STRATEGYPEOPLEOPERATIONSTarget Date 1. To develop marketing kit Outcome:. Demand Creation and build our own branding Leader: LYL Others Sales Team, & Landscape Designer 1.1 To discuss with landscape designer and sales team on the Urban Green’s profile and Website. 1.2 To submit draft and obtain management’s approval for the marketing materials 1.3 To finalize the design and arrange for printing Q3 2015 Q4 2015 2. To develop a few impressive modern home landscaping design concept/package Outcome:. To gain confidence and interest on our service Leader: LYL Others Landscape Architect/ Designer 2.1 To identify the current design trend and customer preference. 2.2 To work with landscape designer to come out some impressive home landscaping design and package. 2.3 To prepare the home landscaping conceptual presentation material Q3 2015 Q4 2015 Branding Key Result Area: To be the top market player

21. STRATEGYPEOPLEOPERATIONSTarget Date 1. Training Outcome:. To improve the work efficiency and quality Leader: LYL Others HR 1.1 To identify the training (hands-on & theory) for the team. 1.2 To arrange for cross department training such as contracts & procurement, design, sales team, technical, finance and others related to landscape. Bi-monthly Quarterly 2. Recruitment Outcome:. To improve the work efficiency, capacity and capability Leader: HR Manager Others LYL 2.1 To shortlist and arrange for interview for the vacancy as per the approved organization chart. Q4 2017 Build the Right Team Key Result Area: To have full team by 2017