Table of Contents

1. Introduction.................................................................................................................1 Business planning is highly recommended since this important document explains every aspect of a new venture carefully, not only develop a blueprint inside but also pursue potential investors and other stakeholders to the business opportunity outside the firm (Honig, B & Karlsson,T 2004). The most effective business plan would screen business ideas, conduct feasibility analysis and writing the plan. In addition, Corridor principle, an academic principle states that the entrepreneur would be transparent to new venture opportunities by invariably change elements of business plan (Ronstadt, R 1985). According to Kawasaki, the Silicon Valley investor and entrepreneur, business plans should Write Deliberate, (but) Act Emergent (Kawasaki 2004). A deliberate plan would provide specific blueprint to follow as well as involve emergent thinking with open mindset to proactively response to the rapidly changing of marketplace. While most of buyers of building projects in HCMC are investors at a profit, house buyers in Dong Nai are those with the real residing demand. It is unreasonable to focus on high and luxury segments since most of residents in Dong Nai province is workers from industrial zones. In such a scenario, Green Corporation is assigned by the Dong Nai People's Committee to invest in a compound project, inventorying, making compensation and site clearance for building the compound project of Tam Phuoc residential estate in 2008 and 2020 period. Currently, the Project Management Board and Tam Phuoc ward has co-planned to promptly implement compensation and site so that the project is officially started construction by the end of May 2010. This paper would conceptually present the business plan with the application to Tam Phuoc compound project. ..............................1 2. Executive Summary....................................................................................................2 Investors prefer executive summary, a short overview of entire plan which describe the merits of a new venture (Tommons, J, Zacharakis, A, Spinelli, S 2004). According to Baron & Shane (2008 ), this Elevator Pitch may seize the attention and stimulate interest of potential investors. This section would present key potential industry, major investments and projects...................................................................................................2

Tam Phuoc residential area have become a source for labor force, services and industrial estate related development. However, the residential compound project has still not developed. The project site has an area of 157,23 hectares located in the planned residential area for the purpose to provide housing to workers who are working in surrounding areas, resettle family as well as create favorable investment environment to high income workers and managing staff working in the industrial park. The renovation of this estate will be accomplished through a partnership with Southern Bank that will provide the funding for acquiring the property and selling the property...............2 Tam Phuoc compound project would proactively grasp the opportunities from the infrastructure improvement in Dong Nai. Real estate projects target middle and lowincome people would be potential and promising. The critical competences of this project is sensible sustainability, strike the right balance between development density, usage and environmental consideration to create a sustainable development over time through optimal land-use zoning, appropriate planning controls and the right kind of development strategy.........................................................................................................3 3. Background and Industry environment ......................................................................4 This section would briefly describe the firms industry from various dimensions including size, growth rate, structure, trend and overall attractiveness (Barriger, BR 2009). Key industry forecasts, views and trend analysis covering Real Estate and construction, regulatory changes, major competition would be present through helpful technique, Porter's Five Forces Analysis:..........................................................................4 Porter's Five Forces Analysis........................................................................................4 Determinants of suppliers power ..............................................................................4 In real estate, most significant suppliers are Building and Architect Partner and construction companies. The power of suppliers has actually been medium since they have a close relationship with Green Corp from previous projects. They would attempt to grasp benefits from huge projects. VietRees is main supplier for Green Corp since buying 40% of total house plots from Tam Phuoc Project as well as attract foreign partners. Moreover, financial consulting companies have offered numerous contacts to domestic investors and foreign hunters through it emerging networks, hence, the threat of suppliers are medium....................................................................................................4

Determinants of customers power.............................................................................4 Target customers is workers, resettle man and managers with various expectations during the appraisal and listing process to get full fees. Hence, their power is pretty high. ..................................................................................................................................4 Threat of new entrants...............................................................................................4 It is difficult to start up a new real estate company since new entrants probably from within the industry with powerful capital as well as experience and reputation to attract investors. While the weakness of national firms is financial power, foreign investors have to face with regulation and political interference. According to the Ministry of Constructions recent survey of the new urban zone construction projects, each project took an average of 33 administrative procedures and three years to be completed. Hence, the threats of new entrants are low.......................................................................5 Threat of substitute products......................................................................................5 Instead of buying a new house in Tam Phuoc residential areas for long-term, customers could rent or moving to other regions. Rental rates in Dong Nai have remained even, averaging VND 500,000- 1,200,000 or $45-68. Since renting fees have increased as well as absolutely convenient factors, the threat of substitutes products is low. The quality versus the rent fees let the switching cost of customers actually high. . 5 Rivalry among existing firms......................................................................................5 There are emerging development among local firms since the infrastructure of Dong Nai have been improved. Furthermore, foreign investment funds, with powerful financial capability have threatened domestic investors to develop potential real estate projects. For instance, VinaCapital has successfully gained a project on eco-tourism urban area in Dong Nai province. Indochina Capital has been injecting money in a lot of good real estate projects in Da Nang and Hoi An. The competitive level is actually high due to the hot of this industry..............................................................................................................5 In 2009, the country has been less attractive to foreign investors due to the recession. However, recovery will bring opportunities at year-end and next year. Retail distribution in real estate and trade markets is promising since the government introduced its stimulus package. .......................................................................................5 Dong Nais high-grade real estate market has yet to develop with a few real estate

services providers, while land trading is done mainly through brokers or personal relations. Furthermore, the construction of Tam Phuoc residential area will contribute to the development of Tam Phuoc new city with sufficient conditions that a city must have, and then the infrastructure system will gradually be constructed for better standard of living...................................................................................................................................6 4. Market research and analysis.....................................................................................7 Following industry analysis, market analysis would segment the market to tackle effectively. It is essential to define the nature of business and the remainder of the plan (Barringer, 2009). Well-developed market analysis would investigate the market share, customers, as well as competitors. ...................................................................................7 Land prices in Dong Nai are still affordable for many investors and buyers with real housing demand. However, segment for middle-income people is promising in Dong Nai though the countrys property market is still in hibernation (the Saigon Times 2009). Real assets worth below VND1 billion, especial lots of land selling for less than VND500 million, can make property trading active in Dong Nai. In addition, high-class housing land integrated with nature is modest. Foreign businesspeople working in Dong Nai industrial parks used to rent those high-class houses in HCM city...............7 a. Market size and trends............................................................................................7 In aspect of project development and investment, the current real estate market is witnessing some following trends:.................................................................................7 1. Domestic enterprises with powerful financial potential, mainly corporations, still keep developing, but their progress may be slower than before...................................7 2. Most of enterprises have turned joint ventures, called for cooperation, investment and integration. Some medium and small enterprises with unstable structures and some individuals that own and tend to develop former projects are having difficulties in project implementation and have not found out suitable partners. Hence, they tend to transfer or carryout joint venture with foreign investors. Clear legal situation of projects, avoidance of site clearance, and quick implementation are required to attract these external hunters......................................................................8 b. Target market..............................................................................................................8 Green Corporation will target three distinct customer segments. The largest segment

that they will service is workers with medium-incomes. This segment is growing at 7% a year with 3.500 prospective customers. This segment is especially attractive since most of the local rental properties have increased the cost without improving the quality. Apartment with suitable price could satisfy their demands................................................8 The second market segment is resettling men who are increasing with 1000 potential customers. With compensation, these customers would find a better place with good living standard. The last segment is high income and manager staff who working in industrial zone. This section has a 5% growth rate and 800 potential customers. Villa with comfortable equipments as well as security and healthy environment, separates them from the noisy, dirty inconvenience of average apartment living could be impetus. Each of our targets needs the quality, convenience, service, safety, comfort amenities that can only be found at our living complexes.................................................................8 c. Competitive position................................................................................................8 There are several main competitors in this attractive market with following positioning map:.............................................................................................................9 .................................................................................................................................9 (Details in Appendix 2)...............................................................................................9 5. Overall Company Description...................................................................................10 5.1 Mission...............................................................................................................10 Green Corp will provide high-quality, comfortable apartment at suitable price. Through long-term commitment, Green Corp would be responsive to customers, treat our partners with fairness and consideration. Within the company, Green Corp will strive to work as a cohesive, harmonious unit focused on satisfaction for customers, employees and partners for longevity. ............................................................................10 5.2 Objectives...........................................................................................................10 To construct a perfect infrastructure system synchronized with the project site.........10 To perform the land use planning and to classify each planned area to be suited to the investment and business development trends in line with the development of the surrounding areas, to create beautiful landscape in the whole area...............................10 Secure a contract with purchaser; complete purchasing home on or before the deadline in the project plan. By the end of 2010, revenue are expected to exceed be

VND 800 billion and maintain 10% growth rate...............................................................10 Dominant in medium and low income building and attain 20% real estate market share in Dong Nai province. ...........................................................................................10 5.3 Strategy..............................................................................................................10 The Green Corp. will initially focus on developing infrastructure and completing Sector 1. Afterward, the building and public utilities would be set up which ensures the safety environment. This course of action will be initially pursued as a way to efficiently utilize capital and establish a reputation within the community by creating a good residential mix of low-rise low-density villas with good views and high-rise medium density apartments with views and amenities. Before the end of this project, Green Corporation will be recognized as a highly visible company in the estate renovation market as well as actively seek to promote expansion into other additional renovation opportunities within this market from the profit obtained from this project......................11 5.4 Organizational Structure....................................................................................11 Green corp. is completely departmentalized with main departments are finance, marketing, management, and research and development while employees are delegated tasks based upon their specialty. Every six months, the two top partners will assess the results and the personality of the employee involved to determine promotion and/or salary issues. An organized division of responsibilities will run an efficient, diversified enterprise. Besides the close partners which long-term contract, the invitation for bids would be sent to potential subsidiaries and affiliates. Currently, the Green Corp has maintained the good relationship with key Real Estate Marketing Partners and Building & Architectural Partners. The value for the real estate is of concern to several parties including potential lenders, other partners or shareholders, the small business owners and the landlords who rent space to the business.............................................11 6. SWOT analysis........................................................................................................13 This section would internally investigate resources as well as illustrate the opportunities and how to capture it by delineating both the current market size and growth expectation (Bygrave & Zacharakis, 2008)..........................................................13 Safe and quality housing at competitive prices in green open areas..........................13 Variety of Houses: The buildings and villas are located and designed to satisfy

specific demand of different customers...........................................................................13 Formed key partnerships that bring a relationship with the building trade, experience and success in marketing the completed product...........................................................13 Relationship with Community: advantage for further projects & procedures..............13 Continuously receiving attractive cooperation proposals from foreign investors: segment of average-income earners with medium sizes are potential (VietRees, 2008). .........................................................................................................................................13 Convenient geographic location with Infrastructure improvement: Long Thanh-Dau Day Highway, the Long Thanh International Airport (under construction) , Phuoc An Port .........................................................................................................................................13 High growth rate with increasing income: Dong Nai: high economic growth over the years with 10.3% per year increase in GDP, highest FDI, 17 industrial estates -> potential areas. ...............................................................................................................13 Young population with rapid growth in the demand for medium houses in Dong Nai. .........................................................................................................................................13 Real Estate Procedures Get Simpler: (Seminar to shorten administrative procedures for real estate investment (saigon-gpdaily.com.vn) -> more new entrants ....................13 Strict policies in funding real estate purchase deals...................................................14 Banks: tighten to offer loans -> barrier to increase capital..........................................14 New Tax: 25% of the capital gains from the transfers let the number of real estate exchanges slow down -> negatively affect the outcome of projects...............................14 Resettlement: Transfer jobs structure for farmers.......................................................14 7. Marketing Plan.........................................................................................................15 The primary components of marketing strategy are a description of the target market strategy, the product/service strategy, pricing strategy, distribution strategy, marketing communication strategy, sales strategy and marketing forecasts (Bygrave & Zacharakis, 2008)................................................................................................................................15 Marketing in a highly competitive housing industry depends on the recognition of excellence through several proven channels:.................................................................15 * Newspaper advertising will target specific local buyers........................................15 * Direct contact will address a highly focused segment of the high-income

population........................................................................................................................15 * Referral networking with other real estate agencies: source of pre-screened prospects..........................................................................................................................15 Target Market Segment Strategy ............................................................................15 The unparalleled level of quality and living condition would put this project into a niche of its own by understanding the needs of customers. This will be the focal point of all our marketing and advertising efforts. These segments are also easily reached through local newspapers and publications, as well frequent open house displays. Moreover, the project would commit to guarantee customers full satisfaction, with onstaff service, live answering service, and a website that handles all complaints instantly. Initially, the marketing budget would be focus on advertising on newspaper to get awareness, afterward, publicity and PR would be more important to establish the responsive image.............................................................................................................15 Pricing: ........................................................................................................................15 + Affordable with good quality house to attract target customers, to compete with large firms who have similar complexes in surrounding regions. ...................................15 + Vary by unit, but it must try to follow market-pricing trends built in the same period and in the same geographic location in order to maintain a competitive advantage......16 Sales tactics.............................................................................................................16 + Incentive: 10% discount for early move-in bonus program -> encourage people to try and beat the rush of people who move in later & give the appearance of increased demand. ......................................................................................................16 + Word of mouth: Reward and maintain satisfaction level to gain referrals from current or past clients. Reward and maintain satisfaction level is necessary. ............16 Personal sales.............................................................................................................16 + Quality of customer service (client relations and customer service) .......................16 -> Competitive advantage. All staff and personnel go through a training program that teaches many of the skills needed for successful ..........................................................16 Advertising and Promotion...........................................................................................16 + Advertising in local publications, specifically, DongNai newpapers, ThanhNien, Tuoi tre as well as smaller magazines and circulations. ........................................................16

+ 2-page, 4-color brochure has planned to be available at real estate offices, banks, and in the home to serve as an informational piece for potential homebuyers...............16 + Personally promoting & distribute business cards in holder to popular local restaurants as well as local public services will be helpful to become name recognition to a large-scale audience. ...............................................................................................16 + The conference and exhibition will attract foreign and local investors, government officials, economists and property experts......................................................................16 Distribution Strategy....................................................................................................16 + Updated website: useful information about properties, a portal would directly respond to customers as well as investors. ....................................................................17 + Commercial outlets and offices for lease in addition to residential and green industrial areas would attract big local and foreign partners to invest in some components of the project. .............................................................................................17 Publicity & Public Relations.........................................................................................17 + A minimum of four articles edited by our builder and real estate agent, to be placed in newspapers within the next 12 months -> Increase company's awareness and name recognition by friendly environment imagine. .................................................................17 + National promotion through home magazines dealing with quality of lifestyle issues and helpful social events.................................................................................................17 8. Financial Projection..................................................................................................17 In preparing business plans and required cash flow projections, the source and the use of funds would specifically lay out how much money a firm needs and what the money will be used for (Troy, 2007). According to Hunt (2004), Real estate value is estimated based upon the three valuation methods: comparable sales method, income approach, and cost approach which may produce different values from one another because of various economic conditions and asymmetric information (Hunt, LR 2004). Numerous small businesses fail to consider the additional working capital required for financing or buying commercial real estate. In addition to good faith deposits and down payments, these additional costs may include bank fees and points, legal fees, appraisal costs, environmental studies, additional fit-up or construction costs, brokerage fees and deed transfer taxes and recording fees. The price in the financial model will be

conservatively forecasted with no escalation for property values over the period required to complete the project. ..................................................................................................18 Key Objectives and Financial Review......................................................................18 Maximise income returns. ...........................................................................................18 Maintain and enhance capital values. ........................................................................18 Control expenditure and provide value for money services .......................................18 Provide a cost efficient service to clients, integrity, moral soundness, responsibility and trust...........................................................................................................................18 .....................................................................................................................................19 .....................................................................................................................................19 9. 10. Action Plan................................................................................................................20 .....................................................................................................................................20 Risk Management..................................................................................................21 The Green Corp. success has been affected financial support from Southern Bank as well as the collaboration with key partners. Hence, strategic alliances should be primary to ensure synergy as well as long-term development. However, in negative scenarios, there are some possible exist strategies that The Green Corp could apply to minimize the loss. Conceptually, there are the three exit strategies modification, liquidation and sell the companies (Hannes, L, Manigart, S & Meuleman, M 2008). Modification is to keep effective activities rather than reinvest to maintain the income, minimizing the dependence on partners and restructure the business. Next, selling the assets and paying dividends for shareholders to liquidate business. The final strategy is to sell the companies to current employees or manager or sell to external investors. ...................21 11. Conclusion..............................................................................................................22 In summary, the business plan actually vital to investigate innovative ideas as well as ensure the effectiveness which expresses the entrepreneurs vision for converting opportunities into a profitable, going business and serious consideration by gaining resources as well as financial support. Tam Phuoc compound project will grasp the opportunities by offering affordable housing residential with a strategy for infrastructure needs, commercial development and support services. The market for high quality, reasonably priced apartment units has developed since Tam Phuoc industrial zone

have experienced rapid employment growth which fuels demand for apartments. Not only is the Green Corp pioneering this particular niche of affordable quality living, but it is capitalizing on the strength of the current economic growth in Dong Nai province. The good viability will add value to the investor and increase the project competitiveness. A strong and viable project will add value to the surrounding areas in Dong Nai and attracts more potential investments into the area. ..........................................................22 Reference:...................................................................................................................23 Books.......................................................................................................................23 Barringer, BR 2009, Preparing Effective Business Plans, Pearson International Edition, New Jersey.........................................................................................................23 Baron, RA & Shane, SA 2008, Entrepreneurship: A Process Perspective,2e, Thomson South-Western, Canada..................................................................................23 Bygrave, W & Zacharakis, A 2008, Entrepreneurship, John Wiley & Sons,Inc., Hoboken...........................................................................................................................23 Hunt, LR 2004, A lawyer's guide to estate planning: fundamentals for the legal practitioner, American Bar Association, Chicago............................................................23 Tommons, J, Zacharakis, A, Spinelli, S 2004, Business Plans That Work, McGrawHill, New York..................................................................................................................23 Troy,L 2007, Almanac of Business and Industrial Financial Ratios, CCH, Inc., New York..................................................................................................................................23 Zacharakis, A 2002, The Business Plan in the Portable MBA in Finance and Accounting, John Wiley & Sons, Inc., New York.............................................................23 Articles......................................................................................................................23 Hannes, L, Manigart, S & Meuleman, M 2008, The planned decision to transfer an entrepreneurial company, Academy of Management Conference, vol.10, no.1............23 Honig, B & Karlsson, T 2004, Institutional Forces and the Written Business Plan, Journal of Management, vol.30, no.1, pp.29-48..............................................................23 Kawasaki, G 2004, The Art of the Start, New York: Portfolio, vol.72........................23 Lenson, B 2004, Fortune Without Fear- Real Estate Riches in an Uncertain Market, Trump University Press...................................................................................................23 Ronstadt, R 1985, The Educated Entrepreneur: A New Era of Entrepreneurial

Education Is Beginning, American Journal of Small Business, no.10, pp.7-23. ............23 Online sources:............................................................................................................24 Phu Corp. ready for mammoth township project in city, viewed 29 October 2009, < http://english.thesaigontimes.vn/Home/business/infrastructure/7163/>..........................24 Local banks stop real estate loaning, foreign banks jump on the bandwagon (06/03) .........................................................................................................................................24 <http://www.vnep.org.vn/Web/Content.aspx?distid=6015&lang=vi-VN>....................24 Real Estate Procedures Get Simpler, saigon-gpdaily, viewed 29 October 2009, <http://tintuc.xalo.vn/20980736250/real_estate_procedures_get_simpler.html>............24 Tam Phuoc Industrial Zone, viewed 31 October 2009, <http://www.dongnai.gov.vn/doanh-nghiep/cackhu_congnghiep/kcn_tam_phuoc? set_language=en&cl=en>................................................................................................24 Vietnam Real Estate Report, BMIs Real Estate Report, viewed 27 October 2009, < http://www.bharatbook.com/Market-Research-Reports/Vietnam-Real-EstateReport.html>....................................................................................................................24 Vietnam Real Estate Newsletter, Vietnam Real Estate Information Research and Marketing Consulting (VietRees), viewed 27 October, <www.renow.com.vn/.../1218420230VietRees_Newsletter_42_Week1_Month08_Year0 8.pdf>...............................................................................................................................24 Appendix......................................................................................................................25 Marketing Budget.........................................................................................................25 2008-2010....................................................................................................................25 2011-2020....................................................................................................................25 Newspapers.................................................................................................................25 40%..............................................................................................................................25 25%..............................................................................................................................25 Magazines....................................................................................................................25 30%..............................................................................................................................25 40%..............................................................................................................................25 Brochures.....................................................................................................................25 10%..............................................................................................................................25 5%................................................................................................................................25

Conference and exhibition...........................................................................................25 20%..............................................................................................................................25 30%..............................................................................................................................25 Appendix 3: Competitors.............................................................................................25 Experience and expertise in running the multi-industry business, powerful subsidiaries and affiliates.................................................................................................25 Powerful financial support of big lender: Bank for Foreign Trade of Vietnam (Vietcombank)..................................................................................................................25 Joint venture with TD LINK Hong ...............................................................................25 Joint venture Berjaya Corp (Malaysia), approved to invest $2 billion in building 600 hectares urban area in Nhon Trach ............................................................................26 Appendix 4: Keys Partners & Subsidiaries..................................................................27 SOUTHERN BANK: Loans at attractive interest rate..................................................27 NHON TRACH 3 INDUSTRIAL PARK COMPANY LIMITED (Nhon Trach 3 IP):operates and renders such services as land leasing, infrastructural premises, water & electric power utilities..................................................................................27 NGOC HAN PROJECT MANAGEMENT COMPANY,. LTD...................................27 Manages and implements capital expenditure construction projects, consulting and monitoring the designing, supervision, organizing an examining bidding, tenderwinning announcement, negotiating bidding contracts................................................27 THANH NAM CONSTRUCTION MATERIALS COMPANY,LTD............................27 Exploits and sources minerals, e.g., sand, rock, gravel; manufactures bricks of various kind, e.g., masonry, pavement, terrazzo, tiles; services and constructs civil and industrial works, jetty & quay, depots, ect.........................................................27 ICD LOGISTICS COMPANY LIMITED:...................................................................27 ICD Bien Hoa provides services of a border pass for the forwarding of importexport goods, renting storages and bonded warehouses, freight forwarding, door-todoor customs declaration and insurance.....................................................................27 DAT XANH Real Estate Service & Construction Corporation: Gurantee to buy 100% house plot in the 1 period of Tam Phuoc Project...........................................27 .....................................................................................................................................28

1. Introduction
Business planning is highly recommended since this important document explains every aspect of a new venture carefully, not only develop a blueprint inside but also pursue potential investors and other stakeholders to the business opportunity outside the firm (Honig, B & Karlsson,T 2004). The most effective business plan would screen business ideas, conduct feasibility analysis and writing the plan. In addition, Corridor principle, an academic principle states that the entrepreneur would be transparent to new venture opportunities by invariably change elements of business plan (Ronstadt, R 1985). According to Kawasaki, the Silicon Valley investor and entrepreneur, business plans should Write Deliberate, (but) Act Emergent (Kawasaki 2004). A deliberate plan would provide specific blueprint to follow as well as involve emergent thinking with open mindset to proactively response to the rapidly changing of marketplace. While most of buyers of building projects in HCMC are investors at a profit, house buyers in Dong Nai are those with the real residing demand. It is unreasonable to focus on high and luxury segments since most of residents in Dong Nai province is workers from industrial zones. In such a scenario, Green Corporation is assigned by the Dong Nai People's Committee to invest in a compound project, inventorying, making compensation and site clearance for building the compound project of Tam Phuoc residential estate in 2008 and 2020 period. Currently, the Project Management Board and Tam Phuoc ward has coplanned to promptly implement compensation and site so that the project is officially started construction by the end of May 2010. This paper would conceptually present the business plan with the application to Tam Phuoc compound project.

2. Executive Summary
Investors prefer executive summary, a short overview of entire plan which describe the merits of a new venture (Tommons, J, Zacharakis, A, Spinelli, S 2004). According to Baron & Shane (2008 ), this Elevator Pitch may seize the attention and stimulate interest of potential investors. This section would present key potential industry, major investments and projects. Tam Phuoc residential area have become a source for labor force, services and industrial estate related development. However, the residential compound project has still not developed. The project site has an area of 157,23 hectares located in the planned residential area for the purpose to provide housing to workers who are working in surrounding areas, resettle family as well as create favorable investment environment to high income workers and managing staff working in the industrial park. The renovation of this estate will be accomplished through a partnership with Southern Bank that will provide the funding for acquiring the property and selling the property. Financial Projection (2008-2020) Total asset Total Investment Net Income VND 200,000,000,000 VND 1,821,790,753 000 VND 1,192,777,000

Tam Phuoc compound project would proactively grasp the opportunities from the infrastructure improvement in Dong Nai. Real estate projects target middle and lowincome people would be potential and promising. The critical competences of this project is sensible sustainability, strike the right balance between development density, usage and environmental consideration to create a sustainable development over time through optimal land-use zoning, appropriate planning controls and the right kind of development strategy.

3. Background and Industry environment

This section would briefly describe the firms industry from various dimensions including size, growth rate, structure, trend and overall attractiveness (Barriger, BR 2009). Key industry forecasts, views and trend analysis covering Real Estate and construction, regulatory changes, major competition would be present through helpful technique, Porter's Five Forces Analysis: Porter's Five Forces Analysis Determinants of suppliers power

In real estate, most significant suppliers are Building and Architect Partner and construction companies. The power of suppliers has actually been medium since they have a close relationship with Green Corp from previous projects. They would attempt to grasp benefits from huge projects. VietRees is main supplier for Green Corp since buying 40% of total house plots from Tam Phuoc Project as well as attract foreign partners. Moreover, financial consulting companies have offered numerous contacts to domestic investors and foreign hunters through it emerging networks, hence, the threat of suppliers are medium Determinants of customers power

Target customers is workers, resettle man and managers with various expectations during the appraisal and listing process to get full fees. Hence, their power is pretty high. Threat of new entrants

It is difficult to start up a new real estate company since new entrants probably from within the industry with powerful capital as well as experience and reputation to attract investors. While the weakness of national firms is financial power, foreign investors have to face with regulation and political interference. According to the Ministry of Constructions recent survey of the new urban zone construction projects, each project took an average of 33 administrative procedures and three years to be completed. Hence, the threats of new entrants are low.

Threat of substitute products

Instead of buying a new house in Tam Phuoc residential areas for long-term, customers could rent or moving to other regions. Rental rates in Dong Nai have remained even, averaging VND 500,000- 1,200,000 or $45-68. Since renting fees have increased as well as absolutely convenient factors, the threat of substitutes products is low. The quality versus the rent fees let the switching cost of customers actually high. Rivalry among existing firms

There are emerging development among local firms since the infrastructure of Dong Nai have been improved. Furthermore, foreign investment funds, with powerful financial capability have threatened domestic investors to develop potential real estate projects. For instance, VinaCapital has successfully gained a project on eco-tourism urban area in Dong Nai province. Indochina Capital has been injecting money in a lot of good real estate projects in Da Nang and Hoi An. The competitive level is actually high due to the hot of this industry. In 2009, the country has been less attractive to foreign investors due to the recession. However, recovery will bring opportunities at year-end and next year. Retail distribution in real estate and trade markets is promising since the government introduced its stimulus package.

Dong Nais high-grade real estate market has yet to develop with a few real estate services providers, while land trading is done mainly through brokers or personal relations. Furthermore, the construction of Tam Phuoc residential area will contribute to the development of Tam Phuoc new city with sufficient conditions that a city must have, and then the infrastructure system will gradually be constructed for better standard of living.

4. Market research and analysis

Following industry analysis, market analysis would segment the market to tackle effectively. It is essential to define the nature of business and the remainder of the plan (Barringer, 2009). Well-developed market analysis would investigate the market share, customers, as well as competitors. Land prices in Dong Nai are still affordable for many investors and buyers with real housing demand. However, segment for middle-income people is promising in Dong Nai though the countrys property market is still in hibernation (the Saigon Times 2009). Real assets worth below VND1 billion, especial lots of land selling for less than VND500 million, can make property trading active in Dong Nai. In addition, high-class housing land integrated with nature is modest. Foreign businesspeople working in Dong Nai industrial parks used to rent those high-class houses in HCM city. a. Market size and trends In aspect of project development and investment, the current real estate market is witnessing some following trends: 1. Domestic enterprises with powerful financial potential, mainly

corporations, still keep developing, but their progress may be slower than before.

2. Most of enterprises have turned joint ventures, called for cooperation, investment and integration. Some medium and small enterprises with unstable structures and some individuals that own and tend to develop former projects are having difficulties in project implementation and have not found out suitable partners. Hence, they tend to transfer or carryout joint venture with foreign investors. Clear legal situation of projects, avoidance of site clearance, and quick implementation are required to attract these external hunters.

b. Target market Green Corporation will target three distinct customer segments. The largest segment that they will service is workers with medium-incomes. This segment is growing at 7% a year with 3.500 prospective customers. This segment is especially attractive since most of the local rental properties have increased the cost without improving the quality. Apartment with suitable price could satisfy their demands. The second market segment is resettling men who are increasing with 1000 potential customers. With compensation, these customers would find a better place with good living standard. The last segment is high income and manager staff who working in industrial zone. This section has a 5% growth rate and 800 potential customers. Villa with comfortable equipments as well as security and healthy environment, separates them from the noisy, dirty inconvenience of average apartment living could be impetus. Each of our targets needs the quality, convenience, service, safety, comfort amenities that can only be found at our living complexes. c. Competitive position

There are several main competitors in this attractive market with following positioning map:
Finance power Powe

1
Experience

Tin Nghia Corp. Green Corp. Berjaya An Phu Corp. Foreign enterprises Thanh Nguyen Com.

(Details in Appendix 2)

5. Overall Company Description

5.1 Mission Green Corp will provide high-quality, comfortable apartment at suitable price. Through long-term commitment, Green Corp would be responsive to customers, treat our partners with fairness and consideration. Within the company, Green Corp will strive to work as a cohesive, harmonious unit focused on satisfaction for customers, employees and partners for longevity. 5.2 Objectives To construct a perfect infrastructure system synchronized with the project site. To perform the land use planning and to classify each planned area to be suited to the investment and business development trends in line with the development of the surrounding areas, to create beautiful landscape in the whole area. Secure a contract with purchaser; complete purchasing home on or before the deadline in the project plan. By the end of 2010, revenue are expected to exceed be VND 800 billion and maintain 10% growth rate. Dominant in medium and low income building and attain 20% real estate market share in Dong Nai province. 5.3 Strategy

11

The Green Corp. will initially focus on developing infrastructure and completing Sector 1. Afterward, the building and public utilities would be set up which ensures the safety environment. This course of action will be initially pursued as a way to efficiently utilize capital and establish a reputation within the community by creating a good residential mix of low-rise low-density villas with good views and high-rise medium density apartments with views and amenities. Before the end of this project, Green Corporation will be recognized as a highly visible company in the estate renovation market as well as actively seek to promote expansion into other additional renovation opportunities within this market from the profit obtained from this project. 5.4 Organizational Structure Green corp. is completely departmentalized with main departments are finance, marketing, management, and research and development while employees are delegated tasks based upon their specialty. Every six months, the two top partners will assess the results and the personality of the employee involved to determine promotion and/or salary issues. An organized division of responsibilities will run an efficient, diversified enterprise. Besides the close partners which long-term contract, the invitation for bids would be sent to potential subsidiaries and affiliates. Currently, the Green Corp has maintained the good relationship with key Real Estate Marketing Partners and Building & Architectural Partners. The value for the real estate is of concern to several parties including potential lenders, other partners or shareholders, the small business owners and the landlords who rent space to the business

6. SWOT analysis This section would internally investigate resources as well as illustrate the opportunities and how to capture it by delineating both the current market size and growth expectation (Bygrave & Zacharakis, 2008).

SWOT Analysis

S Safe and quality housing at competitive prices in green open areas.

Variety of Houses: The buildings and villas are located and designed to satisfy specific demand of different customers. Formed key partnerships that bring a relationship with the building trade, experience and success in marketing the completed product. Relationship with Community: advantage for further projects & procedures.

W 40% Initial Capital from banks -> dependence.

Management complex network of subsidiaries and affiliates

O Continuously receiving attractive cooperation proposals from foreign investors:

segment of average-income earners with medium sizes are potential (VietRees, 2008). Convenient geographic location with Infrastructure improvement: Long Thanh-Dau Day Highway, the Long Thanh International Airport (under construction) , Phuoc An Port High growth rate with increasing income: Dong Nai: high economic growth over the years with 10.3% per year increase in GDP, highest FDI, 17 industrial estates -> potential areas. Young population with rapid growth in the demand for medium houses in Dong Nai.

T Real Estate Procedures Get Simpler: (Seminar to shorten administrative procedures for
real estate investment (saigon-gpdaily.com.vn) -> more new entrants

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Strict policies in funding real estate purchase deals Banks: tighten to offer loans -> barrier to increase capital New Tax: 25% of the capital gains from the transfers let the number of real estate exchanges slow down -> negatively affect the outcome of projects.

Resettlement: Transfer jobs structure for farmers.

7. Marketing Plan
The primary components of marketing strategy are a description of the target market strategy, the product/service strategy, pricing strategy, distribution strategy, marketing communication strategy, sales strategy and marketing forecasts (Bygrave & Zacharakis, 2008). Marketing in a highly competitive housing industry depends on the recognition of excellence through several proven channels: population. prospects Target Market Segment Strategy The unparalleled level of quality and living condition would put this project into a niche of its own by understanding the needs of customers. This will be the focal point of all our marketing and advertising efforts. These segments are also easily reached through local newspapers and publications, as well frequent open house displays. Moreover, the project would commit to guarantee customers full satisfaction, with on-staff service, live answering service, and a website that handles all complaints instantly. Initially, the marketing budget would be focus on advertising on newspaper to get awareness, afterward, publicity and PR would be more important to establish the responsive image. Pricing: + Affordable with good quality house to attract target customers, to compete with large firms who have similar complexes in surrounding regions. * Referral networking with other real estate agencies: source of pre-screened * Newspaper advertising will target specific local buyers. * Direct contact will address a highly focused segment of the high-income

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+ Vary by unit, but it must try to follow market-pricing trends built in the same period and in the same geographic location in order to maintain a competitive advantage.

Sales tactics + Incentive: 10% discount for early move-in bonus program -> encourage people to try and beat the rush of people who move in later & give the appearance of increased demand. + Word of mouth: Reward and maintain satisfaction level to gain referrals from current or past clients. Reward and maintain satisfaction level is necessary.

Personal sales + Quality of customer service (client relations and customer service) -> Competitive advantage. All staff and personnel go through a training program that teaches many of the skills needed for successful

Advertising and Promotion + Advertising in local publications, specifically, DongNai newpapers, ThanhNien, Tuoi tre as well as smaller magazines and circulations. + 2-page, 4-color brochure has planned to be available at real estate offices, banks, and in the home to serve as an informational piece for potential homebuyers. + Personally promoting & distribute business cards in holder to popular local restaurants as well as local public services will be helpful to become name recognition to a largescale audience. + The conference and exhibition will attract foreign and local investors, government officials, economists and property experts.

Distribution Strategy

+ Updated website: useful information about properties, a portal would directly respond to customers as well as investors. + Commercial outlets and offices for lease in addition to residential and green industrial areas would attract big local and foreign partners to invest in some components of the project.

Publicity & Public Relations + A minimum of four articles edited by our builder and real estate agent, to be placed in newspapers within the next 12 months -> Increase company's awareness and name recognition by friendly environment imagine. + National promotion through home magazines dealing with quality of lifestyle issues and helpful social events.

8. Financial Projection

In preparing business plans and required cash flow projections, the source and the use of funds would specifically lay out how much money a firm needs and what the money will be used for (Troy, 2007). According to Hunt (2004), Real estate value is estimated based upon the three valuation methods: comparable sales method, income approach, and cost approach which may produce different values from one another because of various economic conditions and asymmetric information (Hunt, LR 2004). Numerous small businesses fail to consider the additional working capital required for financing or buying commercial real estate. In addition to good faith deposits and down payments, these additional costs may include bank fees and points, legal fees, appraisal costs, environmental studies, additional fit-up or construction costs, brokerage fees and deed transfer taxes and recording fees. The price in the financial model will be conservatively forecasted with no escalation for property values over the period required to complete the project. Key Objectives and Financial Review

Maximise income returns. Maintain and enhance capital values. Control expenditure and provide value for money services Provide a cost efficient service to clients, integrity, moral soundness, responsibility and trust.

Balance Sheet

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9. Action Plan

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10.

Risk Management

The Green Corp. success has been affected financial support from Southern Bank as well as the collaboration with key partners. Hence, strategic alliances should be primary to ensure synergy as well as long-term development. However, in negative scenarios, there are some possible exist strategies that The Green Corp could apply to minimize the loss. Conceptually, there are the three exit strategies modification, liquidation and sell the companies (Hannes, L, Manigart, S & Meuleman, M 2008). Modification is to keep effective activities rather than reinvest to maintain the income, minimizing the dependence on partners and restructure the business. Next, selling the assets and paying dividends for shareholders to liquidate business. The final strategy is to sell the companies to current employees or manager or sell to external investors.

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11.Conclusion
In summary, the business plan actually vital to investigate innovative ideas as well as ensure the effectiveness which expresses the entrepreneurs vision for converting opportunities into a profitable, going business and serious consideration by gaining resources as well as financial support. Tam Phuoc compound project will grasp the opportunities by offering affordable housing residential with a strategy for infrastructure needs, commercial development and support services. The market for high quality, reasonably priced apartment units has developed since Tam Phuoc industrial zone have experienced rapid employment growth which fuels demand for apartments. Not only is the Green Corp pioneering this particular niche of affordable quality living, but it is capitalizing on the strength of the current economic growth in Dong Nai province. The good viability will add value to the investor and increase the project competitiveness. A strong and viable project will add value to the surrounding areas in Dong Nai and attracts more potential investments into the area.

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Reference:
Books Barringer, BR 2009, Preparing Effective Business Plans, Pearson International Edition, New Jersey. Baron, RA & Shane, SA 2008, Entrepreneurship: A Process Perspective,2e, Thomson South-Western, Canada Bygrave, W & Zacharakis, A 2008, Entrepreneurship, John Wiley & Sons,Inc., Hoboken. Hunt, LR 2004, A lawyer's guide to estate planning: fundamentals for the legal practitioner, American Bar Association, Chicago. Tommons, J, Zacharakis, A, Spinelli, S 2004, Business Plans That Work, McGraw-Hill, New York Troy,L 2007, Almanac of Business and Industrial Financial Ratios, CCH, Inc., New York. Zacharakis, A 2002, The Business Plan in the Portable MBA in Finance and Accounting, John Wiley & Sons, Inc., New York. Articles Hannes, L, Manigart, S & Meuleman, M 2008, The planned decision to transfer an entrepreneurial company, Academy of Management Conference, vol.10, no.1. Honig, B & Karlsson, T 2004, Institutional Forces and the Written Business Plan, Journal of Management, vol.30, no.1, pp.29-48. Kawasaki, G 2004, The Art of the Start, New York: Portfolio, vol.72. Lenson, B 2004, Fortune Without Fear- Real Estate Riches in an Uncertain Market, Trump University Press. Ronstadt, R 1985, The Educated Entrepreneur: A New Era of Entrepreneurial Education Is Beginning, American Journal of Small Business, no.10, pp.7-23.

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Online sources:

Erjaya D2D introduces apartment model in Dong Nai, viewed 29 October 2009, <http://english.thesaigontimes.vn/Home/business/property/7027/> Property trading bustling in Dong Nai, viewed 29 October 2009, < http://english.thesaigontimes.vn/Home/business/property/3201/> Phu Corp. ready for mammoth township project in city, viewed 29 October 2009, < http://english.thesaigontimes.vn/Home/business/infrastructure/7163/> Local banks stop real estate loaning, foreign banks jump on the bandwagon (06/03) <http://www.vnep.org.vn/Web/Content.aspx?distid=6015&lang=vi-VN> Real Estate Procedures Get Simpler, saigon-gpdaily, viewed 29 October 2009, <http://tintuc.xalo.vn/20980736250/real_estate_procedures_get_simpler.html> Tam Phuoc Industrial Zone, viewed 31 October 2009, <http://www.dongnai.gov.vn/doanhnghiep/cackhu_congnghiep/kcn_tam_phuoc?set_language=en&cl=en> Vietnam Real Estate Report, BMIs Real Estate Report, viewed 27 October 2009, < http://www.bharatbook.com/Market-Research-Reports/Vietnam-Real-Estate-Report.html> Vietnam Real Estate Newsletter, Vietnam Real Estate Information Research and Marketing Consulting (VietRees), viewed 27 October, <www.renow.com.vn/.../1218420230VietRees_Newsletter_42_Week1_Month08_Year08.p df>

Appendix

Appendix 1: Land use classification

No. 1 Land use classification Land for housing Apartment (9-15 floors, 32m-49.5m) Terrace (586 plots, 8mx20m ) 2 3 4 5 6 Total Villa (547 plots, 12-15mx20-25m) Area for public utilities (Schools, markets, ect.) Area for tree planting and sport Sewage treatment plant Area for traffic External road Area (m2) 62.61 20.86 22.83 18.92 18.52 13.38 .58 49.94 12.20 157.23 12.77 9.23 .40 34.43 100.00 Rate (%) 43.17

Appendix 2: Marketing Budget:

Newspapers Magazines Brochures Conference and exhibition Marketing Budget 2010 40% 30% 10% 20% 2008 2020 25% 40% 5% 30% 2011-

Appendix 3: Competitors
Competition Tin Nghia Corp An Phu Corp Thanh Nguyen Com Experience and expertise in running the multi-industry business, powerful subsidiaries and affiliates. Powerful financial support of big lender: Bank for Foreign Trade of Vietnam (Vietcombank) Joint venture with TD LINK Hong 26

D2D Com.

Leisure Cayman Co, member of Malaysia's Berjaya Land Bhd (B-Land): Joint venture Berjaya Corp (Malaysia), approved to invest $2 billion in building 600 hectares urban area in

Foreign enterprises

Nhon Trach Powerful Financial power but limited experiences

Appendix 4: Keys Partners & Subsidiaries

SOUTHERN BANK: Loans at attractive interest rate. NHON TRACH 3 INDUSTRIAL PARK COMPANY LIMITED (Nhon Trach 3 IP):operates and renders such services as land leasing, infrastructural premises, water & electric power utilities NGOC HAN PROJECT MANAGEMENT COMPANY,. LTD Manages and implements capital expenditure construction projects, consulting and monitoring the designing, supervision, organizing an examining bidding, tender-winning announcement, negotiating bidding contracts. THANH NAM CONSTRUCTION MATERIALS COMPANY,LTD Exploits and sources minerals, e.g., sand, rock, gravel; manufactures bricks of various kind, e.g., masonry, pavement, terrazzo, tiles; services and constructs civil and industrial works, jetty & quay, depots, ect. ICD LOGISTICS COMPANY LIMITED: ICD Bien Hoa provides services of a border pass for the forwarding of importexport goods, renting storages and bonded warehouses, freight forwarding, door-to-door customs declaration and insurance. DAT XANH Real Estate Service & Construction Corporation: Gurantee to buy 100% house plot in the 1 period of Tam Phuoc Project.