ASA PROJECT;Investors Print Version

ASA CITY: THE

GREEN CITY™

4050 Rocky Circle, 33613, Rocky Circle

p. +1 813 203 9611, +254 721 239457

[email protected] [email protected]

Table of Contents

I. Executive Summary ............................................................................................... 2

Highlights

Objectives

Mission Statement

Keys to Success

II. Description of Business......................................................................................... 3

Company Ownership/Legal Entity

Location

Interior

Hours of Operation

Products and Services

Suppliers

Service

Management

Financial Management

SWOT Analysis

III. Marketing ............................................................................................................. 13

Market Analysis

ASA CITY: THE GREEN CITY 2

Executive Summary

Asa City is a future, green urban development project that offers mobility,

sustainability and identity through improved efficiency, integrated renewable

energy and optimized electricity consumption for consumers. A harmonious city

based on justice, equality, integrity and meritocracy.

Highlights

Asa City comprises of:

A smart energy grid with a solar farm and various other forms of renewable

energy that reduce pollution and promote a green environment.

Industrialization of Tana River County with various sectors that include:

people and skill intensive industries, capital based industries, technology

based industries and knowledge based industries.

A vital city that guarantees a quality lifestyle, growth, revenue production

and investment opportunities.

Objectives

Offer employment for the lifestyle growth of the surrounding communities

throughout the project, and contribute to the growth of Kenya’s economy by

maximizing the country’s trade opportunities.

To uplift the living standards in and around the communities by increasing and

diversifying Kenya’s employment; and boost the country’s economy as we

improve our international relations.

Mission Statement

Getting along with others is the essence of getting ahead, success being linked with

cooperation.

Keys to Success

Our human compassion binds us, the one, to the other - not in pity or patronizingly, but as

human beings who have learnt how to turn our common suffering into hope for the future.

~ Nelson Mandela


Description of Business

My name is Ammon Mwaliko, and we plan on building a manufacturing city and a

water desalination plant in Asa Area, Kenya. The purpose of this project is to solve

unemployment and the lack of opportunity experienced by rural citizens in and

around the coast. In addition the project will also boost the country’s economy as a

whole through distribution.

Every year there are rural families that end up having to discontinue their children’s

education because of lack of finances. The construction and duration of this city,

together with our plan of development should create enough jobs that would hold

these people and uplift their living standards.

We plan to acquire key investors that would use this development project as a

forum to explore their creativity in the creation of the various facilities that make

this project.

The development of Asa City is unique in its acquisition of employment. During Asa

city’s development, job opportunities based on the description list below shows why

it is outstanding and beneficial to everyone:

Professional Jobs- Applicable for every one with the right qualifications in

order to create diversity in the city.

Internships- University student jobs for the purpose of the progression of their

education.

Temporary Job 1- Jobs with monthly pay but with a minimum duration of 3

years since it will only last until the complete development of the city. Locals

only.

Temporary Job 2- Jobs that have a day to day pay. Only lasts until the

complete development of the city. Locals Only.

The reason behind the employment outline is to make little people feel like big

people. The jobs offered may not be their dream job, but it will hold them until they


get the job they want. We plan to achieve this by having the employees managed by

the pioneers who will make sure they are available throughout the project, in order

to ensure satisfaction of all parties involved.

Asa City will also be the first city aimed at utilizing renewable methods of energy

and contribute to economy growth of Kenya by minimizing its imports and

maximizing exports.

Company Ownership/Legal Entity

This project is as a collaboration of the following;

Ammon Mwaliko

Brian Mwaliko

In addition to the following, the partnered investors and Tana River County

Government will have their input in the decision making process.

Our Mission:

The first green manufacturing and smart city that is at par with the

international market and diversified in its approach.

A forum where Kenyan citizens around the project use it as a stepping stone

to better their lives and uplift them to have a diversified approach to the

international market.

The realization of the Investors’ imagination through the various structures

and businesses that the various facilities making up Asa City will be built in.

Establish the first future inspired city with the latest technology from around

the world and the central hub for Africa’s growing art and fashion industries.


Location

Asa City will be in Asa area in Tana River County. Tana River County has an

approximate population of 240,000 with a huge number being nomads and farmers.

The water desalination plant will based in the region’s coast, to provide water to the

city and Tana County. In addition to the plan, solar energy and bio digesters will also

be included to ensure pollution is correctly minimized as green energy is maximized.

Approximately 1411 km2 will be used for the solar farm and 4167 km2 of the

35,375.8 km2 of the county, for the city and ocean desalination plant.

The image above shows the projected locations of the green city.

The images below show the projected locations of the solar plant and ocean

desalination plant respectively.


Interior

Asa City will have a traditional neighborhood development that enhances mobility

and sustainability which is cost effective and can support higher densities unlike

the conventional sub urban developments like Nairobi and other traffic filled

congested cities.

The city will have a smart grid system that combines information,

telecommunication and power technology to create an intelligent digitized network

in the energy grid system. Commercial transport will be transformed to be efficient

and cost saving through tri-partition (a win-win collaboration between the

government, business and labor sectors). The commercial transport will be paid by

run by the government, and bus companies will be paid by number of kilometers

covered to prevent fight for busy routes.

Asa will focus on becoming a major manufacturing and service city in the following

areas:

Green Energy

Tea and Coffee production and exporting

Health – Leading Health institute in Kenya

Forensics – First forensic institution and department in Kenya

Hotel and Accommodation

Vehicle assembly and/or manufacturing

Fashion and art – African fashion capital

Plan of Development

Acquisition of the first investor necessary to provide financial backing and

preparation of legal papers that would be done better with the backing of a

lawyer and/or a team of employees.

Official Notification of Asa City development to Tana County Government

for negotiations on the way forward, as creation of the public website initiates.

Master planning of the City and enacting of the city act.

Development plan approval


Land allocation Initiation

Creation of the exclusive website necessary to attract investors. Advertising

of Asa project in order to create awareness.

Surrounding communities in Asa area are briefed by the county governments

and the pioneers on the city project and given the outline of the development.

Geographical assessment of the area to determine the locations of the primary

facilities that are to be initiated before everything else. These facilities are;

Waste plant, solar panels and ocean desalination plant.

Conferences with Asa project investors on the preparation and development

process of their individual Asa facilities and creation of deadlines and

workflow process

Employ the surrounding communities to make the ground preparations of the

project (this is where the temporary jobs allocation will be employed)

Engineers and construction companies take over after the ground preparations

to start constructions of their assigned projects

Host periodical meetings with Asa investors and the Tana River County

government to brief them on current affairs of the project.

Health and Safety

Health and safety of the employees will be the number one priority of the city

developer a number of preventive and standby assistance will be implemented to

ensure maximum output of the employees during work hours.

Various mitigation measures will also be implemented to ensure potential

environmental impacts are reduced. The measures to be considered are/ but not

limited to: recycling, landfills, incineration, gasification and pyrolysis.

The above outline is only a brief of the actual processes that would be going on. Asa

pioneers will oversee the whole process to ensure that all parties involved in the

development of this new age manufacturing city are satisfied with the results of their

contribution. “Build and they will come” is a motto we will apply in the development

of this project.


Hours of Operation

The Development of Asa project is estimated to be 20 – 25 years, enough to create

a stepping stone for the growth of Kenya and its people. This will be achieved by

ensuring the pioneers of this project steer the development of both the investors’

creativity and ensure satisfaction of the locals.

Products and Services

Asa City aims to spearhead the reduction of Kenyan’s dependency of imports by

contributing to the increase in quality of its exports, as well as promote relations

outside its borders.

Suppliers

Any product or service offered during the development will be based on the

agreements between the pioneers, the investor and the Tana River County

Government.

Service

It is in the best interests of the pioneers to ensure that the locals use this project as a

means to develop their livelihood and also contribute to the rise of Kenya’s education

by providing a diversified international community.


Management

The project will be strategized and coordinated by a Regnant Holdings LLC.

Regnant Holdings will offer sound business management and effective legal skills

because of its key understanding of the laws and issues with the relevant

jurisdiction. Regnant Holdings’ objectives are:

Integrate our services into the desired places in the following sectors:

advertising, media, construction and real estate.

Provide our clients with high quality services while maintaining high

profitability.

To be a respected part of the communities where we do business.

Enhance credibility among shareholders and capital markets worldwide.

Contribute to local communities and global environmental conservation.

Respond to global customers’ needs better and faster.

Integration of businesses that complement each other.

The option of the type of subsidiary will be at the discretion of the

company/organization’s leaders. Based on the agreement between the holding

company and the subsidiary, it will be at the discretion of the

company/organization whether or not to maintain partnership after completion of

the project.

Financial Management

This will be based on the Investor acquired and collaboration of all parties involved

in every project, (the investors, the county government and pioneers of the project).

Regnant Holdings LLC will however lead the project with all its focus aimed at

completion of the green city and the fulfilment of the goals it intends to achieve. The

company is in the registration process, however, we (co-founders) are looking to

partner with equity investors and grant organizations to ensure the company and the

project survive the startup phase to expansion of its goals and achievements.

The startup costs are estimated as follows:


Startup Expenses

Legal $ -

Logo design $ 100.00

Initial website design $ 300.00

Insurance $ -

Payroll $ -

Rent/Security deposit $ -

Computer and office equipment $ 2,100.00

Training $ -

Pre-opening marketing $ -

Office supplies $ -

Consultants $ -

Misc and other $ 100.00

Total Expenses $ 2,600.00

Startup Assets

Cash in the bank $ 2,000.00

Starting inventory $ -

Other current assets $ 100.00

Office furniture $ 2,400.00

Signage $ -

Leasehold improvements $ -

Plant and equipment $ -

Land $ -

Other assets $ -

Total Assets $ 4,500.00

Recurring Costs

Rent $ 200.00

Utilities $ 100.00

Payroll $ 4,280.00

Inventory $ 20.00

Marketing $ -

All other $ 100.00

Number of months 24

Total Recurring Expenses $ 112,800.00

Total Startup Costs $ 119,900.00

Approximate Estimate 200,000.00

The difference between the total Startup cost and the Approximate is allocated for

any transport and personnel costs that may be incurred during the 24 months. We

however do not state this as an accurate amount. Any extra cost would gladly be

returned to the investor.


SWOT Analysis

Strengths

First green city in Africa

Proximity to three national parks namely: Tsavo National Park, Arwale

National Park and Dodori National Reserve.

Proximity to the Kenyan coast.

Unique selling proposition and business niche that facilitates the expansion

of various industries and companies into Kenya and strengthening of

international relationships

Area is large enough to allow diversification of the city into an urban

international one

Proximity to resources from African countries and diversified opportunities

for companies to expand and form new relationships

Suitable climate for a solar farm and other solar technologies.

Weakness

Representation of the economic benefits of the project without accurate

resources to accurately display the county government costs.

Opportunities

Unused land with desert climate and an ocean coast. Ideal conditions for the

development of a solar farm and desalination plant.

Modern day technology that enables the reduction of limitations that would

have impeded construction, i.e. Construction machines, and transport

technology.

Diverse employment opportunities.

Threats

No potential threats perceived thus far.


Marketing

Asa City will have two websites; an exclusive website reserved for the Investors

involved and the Tana River County Government, and a Public website that will

maximize the advertisement of this project.

Market Analysis

Our target market is: the eligible working 55% of Kenya’s population aged 15-64,

the eligible working 57.7% of Coast counties’ population aged 15-64 and the

International community in order to create a diversified city.

We plan to convince our target market through various methods of advertisements

in our disposal in addition to the two websites that will be up and running as soon as

the Tana River County Government is on board. Asa City is aimed to be a leading

contributor in the growth of the industrial and technological field in Kenya, East

Africa and the rest of the world. With the current expanding youth population in

Kenya, the growth of this project is likely to act as a catalyst to the growth of Kenya

and its relations.

We aim to make Asa City look like a technical jungle at peace and collaboration

with the surrounding wildlife sceneries around it that include; Tsavo National Park,

Arwale National Park and Dodori National Reserve.

Strategy and Implementation

Asa City is a completely new project that aims to maximize relations of current

technology companies, investors, Kenyan citizens and the Tana River County

Government using the pioneers as the medium to ensure all parties benefit from their

contributions.


The various employment levels outlined in this document will be used as a guide to

ensure that the Kenyan citizens maximize the diversified opportunity to build their

country and themselves, as the investor’s philanthropic contribution both financially

and creatively are realized and rewarded. This will be achieved with the maximum

cooperation of all parties included in this document. It is in our best interest to ensure

that the best approach is taken to ensure this project is popularized and initiated with

an unwavering increase in growth rate and potential through consistency and

dedication.

Why Kenya and not anywhere else?

We have an established local and foreign sector, a liberalized economy, a wide range

of tax treaties and investment promotion and protection agreements, business

friendly regulatory reforms, strategic location as a regional financial,

communication and transportation hub; and a growing number of skilled, English

proficient labor.

We are fully aware that the project and its challenges are big, and it is our hope that we partner

with investors who appreciate such ideas. We are ready to take business risks head on to actualize

the project for the sake of human progress.

ASA PROJECT;Investors Print Version

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