Introduction
The Following document is the description of 4incomers, it contains the construction of its brand, the applications that the company has implemented, the promotional material and the explanation of the know how. The purpose is to pass the knowledge to new members of the company or to a new member of our network of international partners. Congratulations and welcome to 4incomers' team, the Expat helpers team.
Content
4incomers Target Market - Individuals Customer Relationship Managment Target Market - Businesses Unique Selling Points Lead Generation Plan Direct Marketing Brand Manual Applications - Stationary Direct Marketing Material Annexes 4incomers Contract Handling
1 7 14 18 21 24 30 37 51 56
OPERATIONS Guide
4incomers Relocation Services
1
Marketing Vision
4incomers seeks to make foreigners - Expats comfortable, happy, and worry-free both during the home searching process in India and even after their closings. By doing this, 4incomers hopes to build a reputation as one of the best relocation and property consultant in Kolkata for the foreigners that come first time to India or expats already living there, effectively eliminating competition within their market. This marketing plan details the current and new marketing programs and practices of 4incomers which will lead to establishing and consolidating a reputation.
2
Mission and Vision Statement
Mission “4incomers provides world class and cost effective relocation services to incomers from all over the world" Vision "To be the first relocation company in India thanks to our high quality of service and high level of clients satisfaction, then establish ourselves as a benchmark for the quality of relocation�
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4incomers Objective To generate awareness of the advantages of having a professional Real Estate company dedicated to satisfy Expat needs, attract clients and increase demand by creating a corporate image, new product placement, acceptance and differentiation of 4incomers services from the competition.
Purpose 4incomers seeks to make the process of renting a home in India a relief for clients, offering them such a high quality service that all of their fears associated with the relocation process will disappear. Through this, 4incomers hopes to make the relocation process for Expats, be the least problematic for as many people as possible. 4incomers seeks to reduce the financial, emotional, and psychological stress that comes with different city. Ideally, the ideas and processes of how customers are treated at 4incomers will be shared with Expats in other towns and states, and other newcomers, so that the reach of the company's impact goes beyond its location.
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Picture
Clients signing up with 4incomers will find themselves surprised from their first interaction about the level of care, thoroughness and friendly approach. Through simple language and some probing questions, the real estate agent will unearth the client's desires for their home as well as their fears. 4incomers does not come off as cocky or dismissive of these fears - such as the client's fear of being taken advantage of, of being asked for more than the market price, of learning about issues with the home only after the closing, or of spending more time than they should. 4incomers agent will provide information and assistance that shows the client from the start that there is no need to be worried through this process.
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The Message
• • • • •
We are a reliable and serious relocation company based in Kolkata with branches in New Delhi and Mumbai. We understand the standards of living and the expectations of the Expats when they are looking for a home, office space, commercial space or land. We know what are the common problems faced by Expats when coming to India and we have the solutions to those problems. We have a wide database of High – end apartments and professional agents as collaborators. We can arrange for professional services as per requirements – only on cost basis, and it has been decided that it will only be used for differen tiation and promotions, not adding to the core business - need to limit the description of what we say we can offer.
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Target Market Accomodation for Individuals
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Target Profile
Our experience in the market has helped us to identify better our target customer, this niche finds the value of our lavor and are willing to receive high quality service, not easy to find in India. The following are the caracteristics of the profile of our potential clients. 1. Highly educated people who look for high-class accommodation and services •
Incomers of foreign MNC companies (engineering, IT, medical, retail- eg. Decathlon), managers of NGO’s (accompanied by their families in many cases).
•
The outsourcing of services by multinational firms, as well as the passing of the new FDI regulations (unfortunately rather slow in West Bengal) and
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Target Profile the growing interest of the internal market has led to a significant growth in all sectors, thereby increasing the need of office space, buildings, and terminals as well as housing for the staff (servant quarters). •
Embassy and consulate workers, visa sections (which many times are in a separate location from the main embassy/consulate) as well as other diplomatic missions and governmental institutions (Chambers of Com merce, Language schools eg. Alliance Francaise, British Council). Being the most important city in East India, Kolkata hosts an important number of foreign consulates. Although, as capital city, New Delhi is the most important hub for expats when they come to India.
•
Airlines workers - pilots based in Kolkata, who need accommodation on a long term basis.
•
Independent business owners seeking to restart their business (not anymore profitable in Europe) with fresh ideas, in India.
2. People who look for middle class accommodation and service •
Second line foreign companies’ incomers, like the ones mentioned in point 1
•
Indians working for large corporations with operations in several cities
•
Voluntary workers. (Highly seasonal and lower budget.)
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Target Profile Ideally for our company, the best clients are those who intend to stay for minimum 11 months. Our potential clients can be divided by... 1.
Newcomers that are already in India looking for apartments can be found frequently at FRRO office, also at airports and touristic attractions, although in the last two places there are many tourists.
2.
Outside of India and planning to come (They are the most important and we have to contact them through their companies at local level, through Commerce chambers, Indian visa centres abroad, etc.)
3.
The experienced expats already residing here and looking to change their accommodation (are the most difficult because they usually have an idealistic view of what they want, otherwise they would not change their current place)
Customer Profile The ideal client of 4incomers would like to live in an area close to their workplace, with the best possible International School (if they have children) and a comfortable environment, as clean and quiet as possible, close to shopping
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Target Profile malls. They are not familiar with the city, and most likely neither with India, beyond what they have read on their own and having spoken to friends or colleagues. They desire help not just with finding a home that meets all of their needs, but also advice from someone who knows the entire town and the ins and outs of moving in, furthermore, this is India and they are a bit out to sea on all of the implications of agreements and legal hurdles.
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Service Process
Market Research
Contacting the owners
Home Search Home Finding Process
Visitng and selecting the best properties
Pre-negotiating conditions
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Service Process
Gathering client's requirements
Understanding client’s needs
Home Search Matching the Clients needs
Organizing visits for the preferred properties
Shortlisting of suitable properties
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Customer Relationship Managment (PODIO)
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C.R.M. Contacts The list of all the potiential contacts that 4incomers has interacted or plans to interact in order to get future benefits.
Click on the Lead Managment - Kolkata workspace on the left menu to see the updates Go to the Contacts tab either on the main blue bar on the top or on the sub menu below the blue bar You will see all our contacts along woth their personal information, you will see details like their nationality, job tittle, birthday, e-mail id, etc.
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C.R.M. Prospects - Leads: Those clients who contact 4incomers through the campaigns going on (refferals, online networking, ads, etc.) and the ones who have contacted directly 4incomers with a requirement are considered prospects. 4incomers will offer to meet with prospects for the purpose of discussing their preferences, understanding their needs and offering them solutions.
Go to Lead Managment - Kolkata workspace Look for the icons below the main blue bar Click on Leads and Prospects The new leads generated need to be entered, you can update all your leads status to make the follow up until the deal is closed
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C.R.M. Clients Clients are shown homes, as well as given additional time to answer questions and consult on options. When clients wish to make an offer, 4incomers takes care of all paperwork and represents the client through the negotiation process. When clients close, 4incomers sees that their interests are represented and that all paperwork is processed swiftly. Even after the closing, 4incomers will keep in touch with the client for feedback and queries.
Champions - Repeat clients: 4incomers believes that "champions" are those who refer more prospects to 4incomers or the case of companies who have more thanone incomer in a year. 4incomers stays in touch with all past clients at least once every six months (preferably through a monthly newsletter)to see how they are settling in and to offer additional advice/service (recommendations on vendors and services, schools, etc.) and to maintain a relationship. 4incomers can reward the person who gives a lead with discount coupons to local businesses (shopping malls, hotels, restaurants). 17
Target Market Commercial Retail Land for Corporates
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Target Market
Apart from the demand of apartments for personal accommodation, there is a significant market of commercial - retail spaces and land lease - sale, which can generate far more revenue than focusing only on accommodation. This demand comes from the Corporates, which are setting up business in India, either successful multinationals or startup business managed entirely by foreignersor in joint ventures with locals. Depending on their profile, they may need offices, warehouses, land, and guesthouses for their employees, etc. In any case, to start up, they would probably need to use services such as Business Centres (eg. Regus – who pays us a percentage if we bring them a client) and Service apartments, for temporary set up. Also, they would need advanced professional consulting on how to
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Target Market start the business, save taxes, etc. services which we can consider to give directly or outsource. Therefore, whichever the profile of these companies, retail, engineering, shipping, agriculture, etc. there are two ways of approaching: 1. Locally If the company is already set up in India, approaching them to find out if they have expansion plans for other cities, and what their needs would be. If the company has decided to come to India but it’s not set up yet, we may get the information from the local Chambers of Commerce or Indo-Foreign Trade Comissions. 2. Abroad By approaching either companies or foreign Chambers of commerce and Industry, with a profile which we consider that might be interested in relocating to India, and offering them packages and favorable conditions so that they consider the relocation through us.
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Unique Selling Points & Fees
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Unique Selling Points Remarkable Difference 4incomers is THE real estate - relocation agency for Expats in India. While local people may also require the assistance of 4incomers, the Expats will quickly understand that 4incomers focuses specifically on their needs and has the experience to make them comfortable with the entire process and even with the prospect of moving to India. Differentiators 4incomers differentiates itself through its focus on the specific market niche: the foreigners that are relocating to Kolkata, especially the ones working for big MNC and consulates, although others will not be turned away. Attention, personalization, friendly approach and the high quality service that 4incomers gives to their clients. The clients should feel as if one of their friends happens to be a proffessional broker. To this end, 4incomers takes a decidedly direct approach by holding careful and thoughtful meetings with clients to answer all of their questions, as well as general information meetings - sales calls and emails for prospective clients. 4incomers seeks to align all of their activities with serving this market niche.
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Fees Product 4incomers is an agent - broker between home owners and people who look to rent an apartment, and office space, a commercial space or who is willing to by land in India. Price Rationale Pricing for real estate - brokerage commissions is mostly standard in the industry although prices become somewhat negotiable in down markets. The standard brokerage commission is two month’s rent: one from the owner and one from the client. Sometimes, when more brokers are involved the commission will be only one month’s rent from the client. 4incomers is willing to charge 2 months commission from the client, justified by the exclusive service, and one month from the owners - not achieved in Kolkata. 4incomers is also considering charging a fixed commission from the clients. Basic informational services are offered by 4incomers free of charge and offered with the purpose of building a reputation. If the client asks 4incomers to actively help them in any of the above mentioned services, they will be charged as per requirements.
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Lead Generation Plan
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Leads Lead Generation Plan Leads will be generated through the following tactics: •
Advertising in local newspapers - Normal or personalized ad in the newspaper in the Real Estate section, which is published once a week. (Only in the most important newspapers and based on preliminay tests and only with aproval of the headquarters in Kolkata)
•
Free monthly e-newsletter - To highlight the available properties and to remind the potential clients that we are here.
•
Online advertising - google ads, facebook ads, linkedin ads, real estate websites ads, etc.
•
Client referrals - Requested after closings. 4incomers can reward the person who gives a lead with discount coupons to local businesses (shopping malls, hotels, restaurants)
•
Direct Marketing
•
Professional referrals - From professional offices serving the same target market as 4incomers.
To see the applications go to the Marketing chapter
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Leads New Leads - Referrals 4incomers will target referrals from the following sources •
Past clients
•
Embassies/Consulates
•
MNC’s
•
NGO’s
•
Expat groups and other social groups/clubs in Kolkata that are frequented by foreigners (Internations, Kolkata International Woman’s club, Café Francaise - Calutta Accueil, Tollygunge Club, Wine Club)
•
4incomers service providers and partners, such as Resturants, financial advisors, lawyers, supermarkets, airlines, etc.
•
All persons that we interact with and might generate leads.
Read the action points for each source on the following pages
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Leads Actions to Apply Past Clients Maximum one month after the closing, 4incomers will speak with the past client, setting an appointment to visit them at home if possible, and deliver a customer satisfaction survey, and a “Welcome to your new home� personalized greeting card. At this time, the agent will ask the past client if they can provide the names of other friends, colleagues or family who are thinking about renting a flat in Kolkata. The agent will request the name, phone number, and email address of the referrals and carry a pad which the client can write the information on directly. The agent will specifically ask the client for their consent to contact these prospects and let them know who referred them. The clients that give the leads can be rewarded as mentioned above with gift vouchers. Embassies - Consulates 4incomers will send (preferably deliver in person) a personalized greeting card to the Embassies/ Consulates on their national days. 4incomers sales/PR person will try to attend as many Diplomatic events as possible (with or without invitation - if they know of an event, they will contact people they know and that can invite them). It is not easy to directly approach a Consulate, unless they are of the same nationality or they know someone who can refer them, so they can introduce the Company.
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Leads MNC’s These include many of the engineering companies that are working on infrastructure projects/ constructions etc. sectors in growth in India, as well as IT companies and Retail - the new FDI regulation. The same as in the Consulate’s case, a cold call approach is not always the best solution, more than one visit being necessary even to just find out the right person to contact. On the other hand, the companies that 4incomers are already collaborating with are a good source of leads. 4incomers will keep in touch with them by the monthly newsletter, by personalized greeting cards on special events, phone calls and visits. NGO’s and Hospitals Many such local institutions are collaborating with foreign associations, and sometimes it is not displayed openly, so the agent has to create/have a database that he can contact in order to find out about such collaborations and new leads. Expat social groups - clubs 4incomers agents will become member of these clubs, show interest, and even take leadership positions, which can allow them to gain access to more access and information about the members.
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Leads 4incomers service providers and partners Such as Resturants, financial advisors, lawyers, supermarkets, airlines, banks, etc., persons/companies that we interact with on a normal/regular basis may be working with potential clients. They are in a position to refer these clients to 4incomers if the clients are thinking of renting. 4incomers will reach out to these offices with information. The marketing work never really stops for an agent of 4incomers, as the persons they interact with, besides being clients are also becoming their friends by interacting on a regular basis. There must be a separation between the work/personal dimensions, but also one should always keep their eyes open for new possibilities and opportunities of closing deals. As mentioned earlier, the client should feel that they have a friend who happens to be a professional agent. Therefore, the importance of socializing and networking is crucial at the time of generating new leads.
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Direct Marketing
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Sales The activities included in this point will be performed by the Sales/PR Agent. In order to start selling in a proper way, that gives confidence, 4incomers has: •
Business cards
•
Website
•
Speech guidelines
•
Emailers
•
Optional: Marketing kit (with versions geared towards clients and towards professional offices) containing brochures, personalized stationery - gifts.
As it is commonly practiced, the first visit to a potential client serves the purpose of introducing the company and finding out about their needs in order to create a personalized offer for them. The Direct Selling approach will be first to make a phone call to the target companies, try to find out a few details (if it is not obvious that they have expats coming on a regular basis/ if they require the service) and make an appointment.
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Sales In the actual meeting, the first step would be inquiring about the clients’ needs and where they are getting the service at the moment and then presenting them our proposal for service, explaining them the benefits of this service (time saving for themselves and for the employee in the process of relocation, we understand their standards, we give additional/ quality services) also explaining that 4incomers is a better solution than a regular broker, especially because it will relate better to the expat’s needs. We will start with the Embssies/consulates/government and diplomatic corps as they can provide further details about the expats/foreign companies living and working in the city. The main activities of direct selling: •
Making appointments and visits to these institutions and reaching at first to the ones where we have direct contacts, starting with the countries that the agent belong to.
•
Target Multinational companies, Banks, Airlines, based on the database of contacts of Corina Popa from her previous work in hospitality as Sales Agent and Public Relations, and also creating new contacts. This way we can get immediate business.
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Lead Conversion Plan
4incomers will use its initial appointment with a prospective client as the main tool to convert them into a client. When clients inquire, they will be asked to come for a meeting where they will learn everything they would like to know about how 4incomers works. 4incomers will attempt to show the client the specific expertise of 4incomers by answering their specific questions and providing general advice relevant to home renting. Through this process, the prospect will also learn about the care that 4incomers takes in its process with clients in order to make sure they are comfortable before each decision and they have all of the relevant information they need. There will be an accent of the fact that we understand their expectations and standards of quality. 4incomers will show apartments to the clients as per their requirements, keeping the professional image, always being punctual and keeping the client informed.
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Leads Service Experience The service experience of 4incomers will be characterized by going above and beyond the level of care and empathy shown by most real estate agents. By doing this, 4incomers will show clients that they understand the home buying process from an emotional and psychological perspective as well as from a technical perspective. Care will be taken during the process to measure and maintain customer satisfaction, and to create WOWs. Loyalty will be built among the company's champions. WOW Process The quality of 4incomers's customer service will be measured and analyzed periodically. This customer service process will be led by a checklist used by the agent to make sure they have discussed key areas of the process, asked the important questions, and allowed ample time for the client to ask questions. This checklist will be reviewed and added to whenever additional items come up which should be included. The checklist will serve to guarantee that key tasks are taken care of for each client so that the agent can think
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Leads
beyond the basics to what else can be done to wow the client. Post closing, the clients will be asked to give their feedback about the services, which will be included in our testimonials database. During the customer service process, a few tactics will be used to wow clients: 4incomers will devote enough time to helping clients prioritize what they are looking for in their home. •
Clients generally become more and more overwhelmed and discouraged the more houses they have to see. When viewing the fifth house 4incomers will give the client a small gift (gourmet cookies, chocolates, etc.). 4incomers will repeat this with the tenth house and every five houses after that point.
•
4incomers will give a nice memorable “Housewarming gift” for every client who has moved in the new house found by them. The more memorable the gift, the more likely they will remember to refer friends to 4incomers. We have designed personalized “welcome to your new home” cards.
•
4incomers will ask each client their birthday and note it in a data base. On their birthday, 4incomers will send a birthday card. Clients will remember this thoughtful gesture.
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Leads 1. For direct contacts, 4incomers receives commission from owners as well as clients. 2. For indirect contacts, 4incomers receives commission only from one side Foreigners are most of the time looking for quality flats that match their standards from back home, these flats are on the higher side of pricing. Key Marketing Tactics Leads generated will often not convert into clients for months, and those clients will not yield revenue for additional weeks. Leads are somewhat seasonal, as for example Consulates change their consuls every 2-3 years, mostly at the beginning of the year. Referrals will yield a growing portion of sales and will be generated by an increasing number of clients and other sources.
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Brand Manual
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4incomers 4incomers represents our reason why, which are incomers to India from all over the world.
Logotype Elements
Typeface
4 in comers
Myriad Pro - Bold, Italic Myriad Pro - Bold, Italic
By Expats. For Expats.
Myriad Pro - Bold, Italic Myriad Pro - Regular
Principal Font
Secondary
Miriad Pro Bold Italic
Miriad Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
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Logosymbol
Is the vowel “O� in the brand. Stands for movement arround the world, unity and community
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Brand Objectives 4incomers positions it self as the company that helps all the Expatriates with their complete Expatriation needs in India. The brand has the goal to transmit professionalism, care and unity.
Brand Message Expats taking care of the Real Estate needs of other Expats in India, offering them professional and customized service among the best options for properties in the market.
To make our clients feel at home.
Attributes Sophisticated Friendly Modern Confident Professional Smart
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Construction Grid
1
2
3
4
5
6
7
8
9
10
11
12
1 2 3 4
The construction grid allows you to understand the construction and the restrinctions in the proportions of each element of the brand
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Reserve Area
3x
3x
There is a limit between the brand and other graphics elements next to it. This area must remain always clean of any kind of element.
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Chromaticism
CMYK C 50 M 0 Y 100 K 0
CMYK C 90 M 85 Y 40 K 40
RGB R 141 G 198 B 63
RGB R 41 G 43 B 77
Web #8DC63F
Web #292B4D
CMYK C 70 M 0 Y 100 K 20
CMYK C 100 M 90 Y 60 K 70
RGB R 64 G 154 B 60
RGB R 0 G 9 B 34
Web #409A3C
Web #231F20
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Corporate background - Green
The application on corporate backgrounds makes to make a variation in the corporate colours of the brand, this is with the objective of getting a better visual result and a better readability of the brand. 44
Corporate background - Blue
The application on corporate backgrounds makes to make a variation in the corporate colours of the brand, this is with the objective of getting a better visual result and a better readability of the brand. 45
Monochrome version with frame
The negative version of the brand is based on just one ink print, which is black. The use of this application is reccommended only if the technical conditions don’t allow the application of the other versions of the brand. 46
Brand on different backgrounds
The brand can be used in its original composition with clear backgrounds, white is the preferred colour to use the brand.
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Brand on different backgrounds
In cases in which it is necessary to use another colours as background, follow readability criteria to chose between two of these applications.
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Reduction of the brand
1.2 Cm
4.8 Cm
The minimum size of the brand is 4.8 Cm by 1.2 Cm. Is the minimum size in which the tag line is readable.
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Incorrect uses 1.
4.
2.
5.
3.
6.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
1. Don’t put the brand on a background that makes it unreadable 2. Don’t add shadows or glows to the logotype 3. Don’t replace the font of the brand for other fonts, thickness or font styles 4. Don’t change the proportions of the logotype 5. Don’t use the logotype with another colours or variations of the corporate colours 6. Don’t use the logotype of the brand among text
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Applications - Stationary
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Visiting Card
Corina Popa Miriad Pro Regular, 7 pt
Head - Client Ser vices
Miriad Pro Regular, 11.5 pt - Tracking 150 Miriad Pro Regular, 7.5 pt
Miriad Pro Regular, 7 pt
Tresnup og Incomer Ser vices India P v t. Ltd. Constantia 11, U. N . Brahmachari Road Kolk ata 70 0 017
Miriad Pro Regular, 10 pt
cpopa@4incomers.com M: +91 84204 98693 T: +91 96811 31242
w w w. 4 i n co m e r s . co m
3.2
1.7
Home Search Office Search FRRO Assistance Housekeeping Car Rental Personalized Ser vices
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Letterhead A4 1.3 1
C 50 M 0 Y 100 K 0
Miriad Roman, 10 pt Miriad Roman, 9 pt
3.5
TRESNUPOG INCOMER SERVICES (INDIA) PVT LTD
1.3
Constantia, 11, U.N Brahmachari Road, Kolkata 700017, India | +91 96813 16242 | www.4incomers.com
.8 2.6
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Small Envelope A4 2
2.3
1 1.5
Out of all the metropolitan cities in India, Kolkata remains the cheapest in comparison for living expenses. As it grows, it continues to become more expensive; however, things like food and transportation remain very reasonable. Of course living expenses are dependent on the lifestyle that is expected. Kolkata has a wide range of both upscale and more locally priced goods, services, food, etc.
Accommodation Miriad Roman, 9 pt Miriad Roman, 9 pt
The market in Kolkata has remained relatively unchanged by the economic downturn TRESNUPOG INCOMER SERVICES (INDIA) PVT in LTDthe past saw because most investors Constantia, 11, U.N Brahmachari Road, Kolkata | +91 96813 16242 | www.4incomers.com more700017, of an India industrial growth in the other metropolitan cities. Therefore, when the industry takes a hit, the housing industry seems to sustain. Expat friendly apartments in Kolkata (Western standards) are generally available between 40,000 to 100,000 INR per month and onwards as the quality and size increase; however, rental prices are irregular, and places of drastically different quality may be the same price. One can expect to pay the following monthly rates for a flat:
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Big Envelope A4 1.3
1.7
1.3 1.3
Miriad Roman, 9 pt Miriad Roman, 9 pt
TRESNUPOG INCOMER SERVICES (INDIA) PVT LTD Constantia, 11, U.N Brahmachari Road, Kolkata 700017, India | +91 96813 16242 | www.4incomers.com
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Direct Marketing Material
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Direct Marketing National Day Cards
Happy National day!
HAPPY NATIONAL
DAY
ORDEM E PROGRESSO
www.4incomers.com Corina Popa Head of client service
Phone: 84204 98693 info@4incomers.com Level 6, Constantia, 11, U.N. Brahmachari Road, Kolkata 700017
The National day cards are a congratulations greetings on behalf of 4incomers to the consulates and embassies of each country with presence in India . Every National day for the Expats in India is an important day for 4incomers as well 57
Direct Marketing Welcome Home Card
Enjoy your new home...
WELCOME TO YOUR
NEW
...Remember, now you have one more friend in Kolkata.
HOME Corina Popa
Head of Client Services
www.4incomers.com Phone: 84204 98693 info@4incomers.com Level 6, Constantia, 11, U.N. Brahmachari Road, Kolkata 700017
The Welcome card is given to our clients once they move to their new home. In the last page the contact details of the company. 58
Direct Marketing Regret Card
We are sorry for not rising up to you expectations...
THANKS FOR YOUR
TIME
...Remember, now you have one more friend in Kolkata.
www.4incomers.com
Corina Popa
Head of client service
Phone: 84204 98693 info@4incomers.com Level 6, Constantia, 11, U.N. Brahmachari Road, Kolkata 700017
The Regret card is given to our clients when we couldn’t rise up to their expectations. In the last page the contact details of the company.message. In the last page the contact details of the company. 59
Marketing Materials Corporate Brochure
Tresnup o g Incom er S er v ices (India) P v t Ltd Co ns t antia , 11, U. N . Br ahmachari Ro ad , Ko lk at a 70 0 017, info@4incomers.com , +91 84204 98693
www.4incomers.com
Cover Page
Back Page
The corporate brochure is designed thinking about the Real Estate business for individuals, in this specific material we invite them to open the doors of their new house in India. 60
Marketing Materials Corporate Brochure Why 4incomers?
Our Unique Selling Points - 4i’s
International ExperiWelcome Home
International Expats
serving Expats, offering global experience in local market
We have ample experience in the local market and knowledge of the Indian culture. Our mission is to provide world class and cost effective relocation services to incomers from all over the world. We offer complete support for expats, individuals, and corporations including lease accommodation, settling-in services, expat guidance, orientation, and customized services for a hassle-free move.
Importance Attention to detail for each of our client’s requirements
Individual Customized service for every client to meet their specifications
Rent with Warranty We are the only company in the market that offers Rent with Warranty. If there is any issue with the lease during the tenancy period we will find another apartment for you, free of cost, conditions
Te s t i m o n i a l "We are grateful for all the help of 4incomers. We felt very welcomed, all our needs were met and the advice we received to get along in a new city was extremely helpful. They really go to the extra mile"
85% of our clients are Expats
-Luc Prem Jalais, CEO at INDIALPHA
B y E x p a t s. F o r E x p a t s.
B y E x p a t s. F o r E x p a t s.
Immigration assistance Get assistance for registration with Foreigner Regional Registration Offices (FRRO)
International
Packers and movers
Expats
serving Expats, offering global experience in local market
Affordable, reliable and cost-effective packing & moving services whether the relocation is domestic or
Housekeeping
Importance
Available round the clock professional facility management services for housekeeping and pest control with trained workers and the latest equipment, covering all aspects of maintenance: General cleaning, mechanized cleaning, preventive maintenance for plumbing, repair and maintenance of personal and household gadgets, trash removal, amongst others.
Attention to detail for each of our client’s requirements
Settling-in services
Laundry Book doorstep pickup delivery and express laundry services of western standard.
Domestic staff Hire trained (desirably English speaking) houseboy, maid, domestic help, cook, car driver, gardener, carpenter, plumber and electrician on monthly
School search
Settling-in Services
Get introduced to International schools of the city which follow world-school curriculum and get admission facilitation under reserve seats for foreign nationals,
Our Unique Selling Points - 4i’s
Individual Customized service for every client to meet their specifications
We seek your comfortable, happy and worry-free experience during settling-in process with our Direct-to-client services through network
Home decor and Interior design
Food Car rental Utilities
Décor unfurnished apartment with our "concept to creation" service and get an extensive range of furniture, appliances and gadgets through rent, buy or hire purchase. Avail our customized home furniture and interior design keeping your taste. Order home-delivery food as per your taste of cuisine whether continental, ornamental and local Indian dishes. Hire car rental on monthly basis for pick up and drop with chauffeur driven car. Plug-and-play hi-speed internet and telephone connectivity, cable T.V., drinking water purifier or mineral water supply without hassle.
Te s t i m o n i a l "We are grateful for all the help of 4incomers. We felt very welcomed, all our needs were met and the advice we received to get along in a new city was extremely helpful. They really go to the extra mile" -Luc Prem Jalais, CEO at INDIALPHA
The corporate brochure is designed thinking about the Real Estate business for individuals. It offers information about services that are useful for Expats in India.
61
Marketing Materials Reward Voucher
Introducing our Referral Program
Refer a friend or business and earn up to INR 15000 in shopping vouchers
The perfect key to Expats relocation and housing needs in Kolkata.
Recommend 4incomers to your friends or to another business and, if they take one of our flats, commercial space, offices or lands, we will thank you with a shoppong voucher up to the value of INR15000 HOW DOES IT WORK?
w w w.4incomers.com
You will receive 10% of the deal value everytime you give us a successful referral
Constantia , 11, U.N. Brahmachari Road , Kolkata 700017 info@4incomers.com
Maximum INR 15000 per deal
+91 84204 98693
The corporate brochure is designed thinking in the Real Estate business for individuals, in this specific material we invite them to open the doors of their new house in India. 62
Content Marketing Expat Guide
KOLKATA Expat Guide
COST OF LIVING Tips for your
Public Transportation
Accommodation
also
Useful and Advice
Food & Culture
Information
We show to our clients we care about them by creating useful content in order to reduce the cultural shock and to make their lives as hassle-free as possible. The Expat Guide is a complete recopilation with information and advice about Kolkata, it contains recommendations about food, accomodation, cost of living and life style. 63
Content Marketing
Cost of Living
d e -
y
e
• A three-bedroom average apartment in Kolkata 35,000 – 60
Location also makes a huge impact on price. Central Kolkata up-and-coming areas still remain the most expensive proper Bollygunge, Alipore, and in and around Park Street are some desirable areas in the city, as well as some of the higher-end South City Complex and Silver Spring Complex.
Out of all the metropolitan cities in India, Kolkata remains the cheapest in comparison for living expenses. As it grows, it continues to become more expensive; however, things like food and transportation remain very reasonable. Of course living expenses are dependent on the lifestyle that is expected. Kolkata has a wide range of both upscale and more locally priced goods, services, food, etc.
Furniture
In Kolkata furniture can be an issue, as the prices are high and the quality not necessarily on the same level of the standards most expats are looking for. The best option is to convince the landlo flat. Another convenient alternative w certain items. There are many spec rent everything from furniture to larg appliances. It is important to choos on lifestyle requirements and budg
Accommodation The market in Kolkata has remained relatively unchanged by the economic downturn because most investors in the past saw more of an industrial growth in the other metropolitan cities. Therefore, when the industry takes a hit, the housing industry seems to sustain. Expat friendly apartments in Kolkata (Western standards) are generally available between 40,000 to 100,000 INR per month and onwards as the quality and size increase; however, rental prices are irregular, and places of drastically different quality may be the same price.
also
y y f
s n e r
• A three-bedroom luxury apartment in Kolkata 80,000 - 200,
Domestic Help
One can expect to pay the following monthly rates for a flat:
As the cost of labor is very reason in Kolkata enjoy the luxury of havi house. Workers are available fo involvement, depending on w
7
Food Tips Local Market: • Crowded • Bergain to get a fair price • • Be aware of the hygiene
Eating Out: • Good option, fair price
Street Vendors • Risky for unexperienced
Expats
Imported Goods • The selection is limitated • The prices might be high
pay more than you would buy the items at the supermarket. • Communication barriers may exist as the vendors may speak very little, if any, English. • Hygiene can be a concern for some buying products from the vendors, because most of the markets are on the streets of Kolkata, there is no standard of quality or food safety. That said, markets are everywhere, so vendors have many competitors- they must make sure their products are fresh or else they will not sell. Sometimes fresh produce and meat is often better quality than those on the shelf of the supermarket because the products are brought in daily from local farmers and suppliers. 10
If you have a cook, you can ask them to go to the markets for youwhich is much less of a hassle for them and they can receive fair prices. Eating out - is a great option, as a meal can cost as little as Rs. 200 to 300 and up to Rs. 600 in a mediumrange restaurant. If someone fancies a 5-star restaurant, meals cost around Rs. 1200 per person. Street Vendors - Eating food from street vendors is risky for expats, especially those that are new to India, as their bodies have not adjusted.
Food safety is highly variable, so use your best judgement when venturing into this culinary adventure.
Imported Goods - there is a decent variety of imported goods available in Kolkata at specialty stores and some supermarkets, however, the selection is extremely limited and most foreigners find these items even higher priced than the goods would cost in the home country. This is due to the large taxation for importing these items. Large International corporations such as Coke or Heineken make their products in India to avoid some of these taxes.
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Content Marketing Expat Directory
also D I R E C TO R Y
KO L K ATA CO N T E N T
C re a te d B y E x p a t s. Fo r E x p a t s.
Restaurants Hospitals Schools Bars More...
Part of our content marketing strategy is the Expat Directory, created with all the important contact details we consider an Expat should have while living in India. It contains since emergency numbers and hospitals, until restaurants, bars and night clubs. Also information about consulates. 65
Presentation Potential Clients
1
RENTAL PROPOSAL
4
- Inside the complex – club house, view-
For Mr. Conrad Blackenzee
2
- Option 1• Location: Diamond City South, close to Tollygunge Club, 18th
floor, 10 min from South City Shopping mall
• Characteristics:
5
- Bathrooms -
o 2500 sq.ft. o 4 BHK o 4 Bathrooms o 1 car park o 2 balconies, private rooftop terrace
o Club House with gym, swimming pool, spa • Price: 100,000 INR fully furnished
3
LOCATION – 9.2 KM, 25 MIN FROM OFFICE
6
CONTACT DETAILS
Corina Popa Tresnupog Incomers Services India
Pvt Ltd
Constantia Building 11, U. N. Brahmachari Road Kolkata : 700017 T: +91 8420 498693 cpopa@4incomers.com www.4incomers.com
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Annexes
4incomers Contract Handling
1
Contract Handling There are 2 types of contracts: 1. Lease - Used for long term rentals, from 1 year up to 3 years and renewable, it has more clauses, favors more the parties in case there is a legal dispute. 2. Leave and License - For 11 months only, renewable for the same period of time, up to 3 terms, thereafter entering a new agreement if needed. It can be very brief, or can contain the same clauses as a lease agreement - It is more arbitrary and flexible, not having too much legal power. Printing: The printing is done on stamp paper - 1st page, following legal paper format (usually green) for the rest of the pages. The stamp paper can be of 10, 20, 50, 100, 500, 1000 rupees. The most commonly used in rental agreements are 20, 50, 100. They can be bought at a local notary office, court, etc. They usually cost a bit more than their value and they look like this:
2
Contract Handling
There are 2 types of contracts: 1. Lease - Used for long term rentals, from 1 year up to 3 years and renewable, it has more clauses, favors more the parties in case there is a legal dispute. 2. Leave and License - For 11 months only, renewable for the same period of time, up to 3 terms, thereafter entering a new agreement if needed. It can be very brief, or can contain the same clauses as a lease agreement - It is more arbitrary and flexible, not having too much legal power.
3
Contract Handling
Printing: The printing is done on stamp paper - 1st page, following legal paper format (usually green) for the rest of the pages. The stamp paper can be of 10, 20, 50, 100, 500, 1000 rupees. The most commonly used in rental agreements are 20, 50, 100. They can be bought at a local notary office, court, etc. They usually cost a bit more than their value and they look like this:
4
Contract Handling
Arrangement and Clauses (the most important points to be considered and negotiated): 1.
On the first page (Stamp) is ussually only the date of signing, names and addresses of the parties involved.
2.
The details about the flat and ownership.
3.
The duration of the agreement - As mentioned, 11 months for Leave and License and 1 to 3 years for Lease.
4.
Renewal - Can be mentioned or not in the agreement, if it is mentioned, it will be for the same period of time as the original one and the subhect to an increase equivalent to the inflation rate of India - varies from 5% to 10% per year depending on negotiations. Sometimes there can be ne gotiated no increase for a period of time. The renewal has to be made by giving at least one month notice in advance before the termination of the agreement if not otherwise stated in the contract, with the consent of both parts.
5.
Termination: The agreement cab be terminated by giving between one to three months notice in advance, from either of the parts. Not needed to give notice if the agreement is expiring by itself. There
5
Contract Handling
can be a lock-in period, while one or neither of the parties cannot terminate the agreement. 6.
Only for diplomats: there is a diplomatic clause.
7.
Amount - Subject to negotiations.
8.
Structure of the final amount. It can include, subject to negotiations: building maintenance, furniture, water, pipeline gas, Tv and Internet connection (Fixed amounts), maid. It never includes electricity and phone, which are paid as per consumption. However, if it is a Serviced Apartment, it can contain all of the above points.
9.
Saving taxes: In some cases, the owners will ask for splitting of the agreement in two parts, for the purpose of saving taxes. This way, there will be two different agreements part of the same contract: "Agreement for Leave and Licence/Lease" - main, for the payment of the rent and "Agreement for the hire of maintenance, fittings and fixtures: - Secondary, for the payment of additional items (see point 8). This way, the owner will pay the concerned property taxes only on the main agreement amount. The second agreement of the maintenance cannot be of larger amount than the main one, and begin a secondary part of the whole deal, it will bear reference to the main contract, avoiding
6
Contract Handling
the repetition of the same clauses. 10.
have a cook, you can ask to go to the markets for youh is much less of a hassle for and they can receive fair s.
g out - is a great option, as a can cost as little as Rs. 200 to and up to Rs. 600 in a mediume restaurant. If someone fancies star restaurant, meals cost nd Rs. 1200 per person.
11.
Vendors - Eating food from vendors is risky for expats, cially those that are new to India, eir bodies have not adjusted.
Security Deposit/ Advance - Starting from 1 month onward. It can be refundable for adjustable against the last months of the contract. Some owners ask for advance as well as refundable deposit. In some cases, the advance can be given in post-dated cheques. If the Food safety is highly variable, so use your best judgement when venturing tenant does not respect one or more of the clauses, or some bills are into this culinary adventure. pending, the owner will retain part or all the security deposit. Imported Goods - there is a decent variety of imported goods available in Kolkata at specialty stores and some supermarkets, however, the selection is extremely limited and most foreigners find these items even higher priced than the goods would cost in the home country. This is due to the large taxation for importing these items. Large International corporations such as Coke or Heineken make their products in India to avoid some of these taxes.
Last page includes the schedule of the apartment with annexes of the list of furniture and fixtures in the apartment. It all ends with the signatures of both parties and witnesses. Additionally, the very last page can be a receipt of the security deposit signed only by the owner.
Notes: •
For the agreements to be more legally enforced, they can be notarized, and one step above, they can be registered with the local authorities, entering the public records, so that the parties are completely enforced in case of legal dispute.
8
Contract Handling
•
Generally, the owners fear that the tenants may not leave the flat and stop paying the rent, and therefore they are very cautious and sometimes exaggerated with the above clauses. They need reassurance that this will not happen. This reassurance will be provided by 4incomers.
•
To habe a smooth process of signing, it is strongly recommended to confirm all the important points by email with both parties.
9
WELCOME TO 4INCOMERS!