Development Scheme 2.0
Prerequisites:
In 2019, it was clear that the Odesa real estate market was oversaturated. More than 200 residential complexes were under construction in the city at any given time, and there were about a hundred active developers. Three million square meters of residential real estate were being built haphazardly across the city (for comparison, in Moscow, whose official population is 12.5 million, 6 million are under construction). We clearly understood that sooner or later, the expansive market would inevitably collapse. Something had to be done about it.
Target:
Understand how a development company can survive a market collapse and crisis. Invent a business model that will allow the company to operate successfully and generate profits throughout the entire product lifecycle (50 years).
Work completed:
• A comprehensive study of Odessa residents' preferences in terms of real estate and infrastructure,
• A model for assessing and creating residential complexes based on factor analysis. Development of AI based on Big Data (for determining real estate price trends, assessing and creating residential complexes, and selecting apartments for real estate agencies and sales departments).
• company brand development strategy and comprehensive brand promotion strategy,
• Semantic model of good neighborliness,
• conducting a series of foresight sessions,
• development of a Dev 2.0 framework. Business model for profitability throughout the entire product lifecycle.
• A model for assessing and creating residential complexes based on factor analysis. Development of AI based on Big Data (for determining real estate price trends, assessing and creating residential complexes, and selecting apartments for real estate agencies and sales departments).
• company brand development strategy and comprehensive brand promotion strategy,
• Semantic model of good neighborliness,
• conducting a series of foresight sessions,
• development of a Dev 2.0 framework. Business model for profitability throughout the entire product lifecycle.
Results:
The model is based on numerous trends and insights. Thanks to the new business model, Prostranstvo can effectively collect information on the current needs and values of its target consumer audience. It can then segment consumer value portfolios and engage with them by forming communities to collect requests and tailor a product to specific groups of individuals.
For obvious reasons, it is impossible to disclose the full model. It can be said that this model of interaction between an engineering and technology company and consumers is innovative not only for Ukraine but also unique worldwide.
The model involves creating an ecosystem aimed at tailoring a product to individual needs, uniting individuals into communities (based on a portrait of their value system, family composition, hidden needs, etc.). It includes over 27 parameters. This allows for the creation of a product for a specific group and the transformation of a three-dimensional living space to meet changing needs over time. The ecosystem of properties and the product's modularity allow us to accommodate any needs and elevate this new housing format from the competition with the current mothballed and outdated "beautiful Khrushchev-era" format.
Work is currently underway to launch the "Development 2.0" scheme. The project is expected to be fully operational within five years.
For obvious reasons, it is impossible to disclose the full model. It can be said that this model of interaction between an engineering and technology company and consumers is innovative not only for Ukraine but also unique worldwide.
The model involves creating an ecosystem aimed at tailoring a product to individual needs, uniting individuals into communities (based on a portrait of their value system, family composition, hidden needs, etc.). It includes over 27 parameters. This allows for the creation of a product for a specific group and the transformation of a three-dimensional living space to meet changing needs over time. The ecosystem of properties and the product's modularity allow us to accommodate any needs and elevate this new housing format from the competition with the current mothballed and outdated "beautiful Khrushchev-era" format.
Work is currently underway to launch the "Development 2.0" scheme. The project is expected to be fully operational within five years.
A model for assessing and developing housing conditions using factor analysis. Creating AI based on Big Data
Target:
Develop an automated model that will use Big Data and objective assessments of various factors (infrastructure, materials, development area, neighborhood safety, air quality, etc.—more than 160 factors) to calculate pricing, required features, and the cost of a property based on the potential location of the residential complex.
Adapt the model to select ideal apartments for private owners and real estate agencies through client briefings. Assess the client's lifestyle and deliver the desired result.
Adapt the model to select ideal apartments for private owners and real estate agencies through client briefings. Assess the client's lifestyle and deliver the desired result.
Work completed:
Generating a factor table
Generating sources for parsing
Assessing the importance of factors based on expert assessment and research into residents' real estate preferences
Data collection
Developing a data processing algorithm
Testing artificial intelligence
Launching the AI
Adapting the AI for selecting real estate based on a brief
Generating sources for parsing
Assessing the importance of factors based on expert assessment and research into residents' real estate preferences
Data collection
Developing a data processing algorithm
Testing artificial intelligence
Launching the AI
Adapting the AI for selecting real estate based on a brief
Results:
A number of projects were developed based on factors derived from the model.
The results of this work formed the basis for the Development 2.0 framework.
The results of this work formed the basis for the Development 2.0 framework.
Company brand development strategy and comprehensive brand promotion strategy
Prerequisites:
The brand image of the company "Prostranstvo" was quite vague. Consumers didn't associate the name with anything and were simply unaware of its existence, as a CATI survey later revealed. The company had long relied on freelancers for design, copywriting, marketing strategy, and other tasks, which ultimately resulted in a lack of brand cohesion. Disunity was evident in all company communications, which negatively impacted brand recognition and, especially, brand loyalty. Consumers lacked a well-defined image of the company, despite substantial budgets allocated for promotional tools.
Target:
Develop a scalable brand that will convey the company's philosophy to consumers and reflect the product's innovativeness.
Adapt branding elements to the required tools.
Adapt branding elements to the required tools.
Work completed:
We defined the brand's target audience.
We researched the target audience and consumers. We created audience profiles and empathy maps. We developed a customer journey map and key touchpoints. We identified key objections and reasons for purchasing our brand and our competitors' brands. We developed customer engagement scripts at all stages.
We researched the market and identified key competitors. We conducted SWOT and factor analyses. We refined 45 unique selling propositions.
We developed a brand positioning that reflects reality and philosophy.
We developed a brand promotion strategy in the form of a roadmap. We developed scripts and guidelines for customer engagement at all stages.
We created a brand book and guidelines.
We launched the project.
We researched the target audience and consumers. We created audience profiles and empathy maps. We developed a customer journey map and key touchpoints. We identified key objections and reasons for purchasing our brand and our competitors' brands. We developed customer engagement scripts at all stages.
We researched the market and identified key competitors. We conducted SWOT and factor analyses. We refined 45 unique selling propositions.
We developed a brand positioning that reflects reality and philosophy.
We developed a brand promotion strategy in the form of a roadmap. We developed scripts and guidelines for customer engagement at all stages.
We created a brand book and guidelines.
We launched the project.
Result:
Sales growth
Brand awareness
Consumer loyalty
(Get the reports from Veronica!)
Brand awareness
Consumer loyalty
(Get the reports from Veronica!)
A comprehensive study of Odessa residents' preferences in terms of real estate and infrastructure
Prerequisites:
After conducting in-depth research into buyer audiences, we concluded that they are quite heterogeneous, as are their preferences. When processing data from existing buyers, we encountered a limitation: we were "pandering" to existing buyers and not engaging with potential customers. We decided to conduct a factor analysis of competitors and precedents, select properties most similar in concept and factors, and examine consumer preferences regarding the importance of real estate and infrastructure factors (over 100 factors).
Work completed:
Conducting a factor analysis of the market. Selecting "peaks" for research.
Developing a research methodology
Conducting a survey
Conducting in-depth research
Processing the resulting dataset in SPSS
Working with a sociologist
Preparing the research results as a research paper
Interpreting the materials for brand strategy
Developing a research methodology
Conducting a survey
Conducting in-depth research
Processing the resulting dataset in SPSS
Working with a sociologist
Preparing the research results as a research paper
Interpreting the materials for brand strategy
Result:
Publication of work materials at Harvard
The study formed the basis for the product and company development strategy.
The study was used to develop a model for assessing and developing consumer rights using AI.
The study formed the basis for the product and company development strategy.
The study was used to develop a model for assessing and developing consumer rights using AI.
