Elevator Pitch
Ashyana is a real estate company based in Kabul, Afghanistan. We help people buy, rent, sell, geraw, manage, build, invest, and own properties. We are a one-stop-shop for real estate services which includes online property search, brokerage, property management, property development, and attorney.
We started a year ago. Our achievements are the followings:
- Reached partnerships with 20 local agencies in Kabul city
- Cooperated with more than 100 agencies
- Listed 500+ properties
- Served thousands of leads
- Closed more than 20 sales
- Developed a user-friendly website;
- Gained a good understanding of the nature and trend of the market;
- We achieved considerable brand awareness:
- Our Facebook ads reached more than 500,000 users of our targeted audience in Kabul city
- Have 17,270+ followers on the Facebook page
- Have 2000+ subscribers in messenger bot
- Even had customers from foreign countries
- We prepared various forms and used the most recent apps to automate and simplify the operation processes.
We strive to set up integrated tech solutions with on-site operations
Our Strengths lie in our updated technology, information of international standards, and professionalism.
Our next steps are to increase our agency partners, leads, listings, and leverage; cover the next cities of the country; make partnerships with international firms; integrate and update our tech solutions and operations; strengthen our ventures and/or services.
Our vision is to be the leading agency in the real estate industry of Afghanistan and raise as a reputable international firm.
Market Positioning Chart
The Market
We are the most advanced company in offering real estate brokerage services since we blend verified technology and professionalism with them.
What we achieved, takes intelligence, dedication, experience, and hard work in the industry. For example, the hard and soft forms we developed for recording details of properties, demands of customers from a specific property, statement forms before closing a deal, recording the conditions of a rental property before the tenant move-in and etc. In addition, we automated and simplified the process of searching for a property, and communicating with a related agency with the help of various apps is brilliant. No other real estate company could achieve what we achieved. They never passed their old ways of a Facebook page and website.
Risk Analysis
| Define the Risk | Risk Name | Severity | Counter Strategy | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Internal Conflict | Political failure |
|
We will hold our investment, reduce expenses, but continue our operations. | |||||||||
| System Failure | Facebook hacking |
|
We will make sure to upgrade our social pages secure enough |
Business Trends
| Impact | Trends | ||||
|---|---|---|---|---|---|
| Social | Political | Security | Technological | Economical | |
| Favourable | Welfare | Stability | Assurance | Update | Growth |
| Unfavourable | NA | Instability | War | NA | Crisis |
| Further Analsis | NA | NA | NA | NA | NA |
Competitive Advantages
| Compititors | Advantage | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Automated messages, forms and CRM | Various operation forms | Lots of Agency partners | Real-time data |
Potential International Partners | ||||||
| Rhanama Online | No | No | No | Yes | No | |||||
| Maskanyab.af | No | No | No | No | No | |||||
| Sarpanah.af | No | No | No | No | No | |||||
| home.af | No | No | No | No | No | |||||
| Ashyana | Yes | Yes | Yes | Yes | Yes | |||||
Product
Business Minimum Viable Product
| Objectives | How specifically does your minimum viable business product meet this objective? |
|---|---|
| Value: Provides consistent value to end user | We strive to simplify and ease the process of searching or selling properties. |
| Pay: Prove that the economic buyer will pay something for the product placement | Property
hunters will find their ideal house with less time and effort. Landlords
can sell their house with less time and more options. Agencies can get qualified leads. |
| Feedback: Creates meaningful feedback loop with customer (end user, economic buyer and champion) | For
constant feedback, we put extra questions in every form created for our
operation processes. Further,
we are in contact with our customers in social media, calls, and in-person; so
we usually ask them for specific feedback. |
High-level Product Specifications
Our well-established services now are online property search and brokerage – which is offered through our agency partners.
Property hunters can start by sending us messages on Facebook. We developed our messenger bot. It guides each user (buyer or seller) through multi-step messages. We note their personal details and their ideal property details. It automatically enters into our database. Each customer will be categorized and will be assigned to one of our agency partners. The responsible agent will work on the lead received and record the updates on our customized CRM. Our broker manager will track each lead and tasks assigned to ensure nurturing the lead and making the best to close the sale.
Sellers can directly upload their property on our website for free. Or they can choose our brokerage services. We will advertise their properties and/or suggest them to our subscribers.
Agencies can upload their properties on our website. They can also benefit from leads received by our portal. They may choose to split their earned commissions (leads received from us) with us or choose one of our subscription plans.
In addition, we are ready to offer property management, property development, and attorney services. The action plan would be shared later.
Why the customers need your product/service
First of all, we offer the most automated, and simplified service and quality content in the market for property search, listings, lead generation, and customer relationship management.
Second, we are the only providers for some of our services or at least the only professional provider, in the market.
The value we provide for customers worth more than what we ask for. With our services, they would be able to do and achieve more. Since we blend technology and professionalism to existing services in the traditional market. Therefore, they would be able to cut their expenses but raise their income.
*This is copied*
First of all, we offer the most automated, and simplified service and quality content in the market for property search, listings, lead generation, and customer relationship management.
Second, we are the only providers for some of our services or at least the only professional provider, in the market.
The value we provide for customers worth more than what we ask for. With our services, they would be able to do and achieve more. Since we blend technology and professionalism to existing services in the traditional market. Therefore, they would be able to cut their expenses but raise their income.
Product Plan
| # | Feature/ Function | Benefit | For whom? End user, economic buyer | Hoe does it leverage your core? | Priority | Estimated resources |
|---|---|---|---|---|---|---|
| 1 | Automate marketing, sales and customer service | Simplification and automation of tasks | Buyers, Owners, and Agencies |
It can free up or time from repetitive tasks, so we would be able to focus on other important tasks | Apps subscriptions | |
| 2 | NA | NA | NA | NA | NA | NA |
| 3 | NA | NA | NA | NA | NA | NA |
| 4 | NA | NA | NA | NA | NA | NA |
Cost of Customer Acquisition
Leads can easily be generated from Facebook ads and other social media channels. We can have a high number of leads from our social media channels. The cost per lead generated is very less than what is expected. However, qualified leads and lead nurturing is important. Lead nurturing depends both on us and our partner agencies.
Our customers can be categorized into three:
Landlords/investors Property hunters Real estate agencies
We can approach landlords/investors directly for marketing. It applies to potential agency partners as well.
Agencies can also become our customers when they choose our subscription plan instead of the commission split.
Market Segmentation
Geographic
Kabul city's central-planned-areas
Demograpics
Male and female between 20 - 45
Behavioral
Psychographic
Beachhead Market
| Is the target customer well-funded & readily accessible to the sales force? | No |
| Do they have a compelling reason to buy? | Yes |
| Can you today, with the help of partners, deliver a whole product? | Yes |
| Is there entrenched competition that could block you? | No |
| Can you leverage this segment to another segment? | Yes |
| Can you show results in an acceptable timeframe? | Yes |
Beachhead Market Summary
When the country is at peace and security is assured, people will invest in real estate. It means people will buy and sell. It means the price will go up. Therefore, the number of sales and the amount of commission will also rise.
Planned areas of Kabul city, especially the central areas of the city are ideal for our business.
Our ideal customers are those who will be loyal to our services only rather than local agencies. Or when they fall in love with one of our listed properties.
