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Name and address of business: Elevate PropTech Media | Bole Sub-City, Addis Ababa,
Ethiopia
Name(s) and address(es) of principal(s): [Juneid Mustefa], Addis Ababa, Ethiopia
Nature of business: A specialized digital media and marketing agency providing high-
performing video production, social media management, and data-driven ad strategies
exclusively for luxury real estate developers in Ethiopia.
Statement of financing needed: 1,500,000 ETB for advanced camera/drone
equipment, initial office leasing, and initial operational runway.
Statement of confidentiality of report: This document contains confidential and
proprietary information. Reproduction or distribution without express permission is
prohibited.
Elevate PropTech Media is a specialized digital growth partner based in Addis Ababa,
designed to bridge the gap between luxury real estate developers and qualified buyers. Our
business acts as a comprehensive set of guidelines and operations for marketing new
property ventures. We specialize in producing culturally authentic, bilingual (Amharic and
English) content optimized for platform-specific algorithms on TikTok, Instagram, and
Facebook. By prioritizing data extraction, ad reporting, and high-retention video strategies
(such as the 3-second hook rule), we ensure our clients achieve maximum brand visibility
and market trust. This written document describes our internal strategies and market
projections over the next three years to attract necessary startup financing.
a. Future outlook and trends: The real estate market in Addis Ababa is experiencing rapid
growth, with a shift toward luxury apartments and high-end residential communities.
Digital adoption is accelerating, meaning property buyers increasingly rely on virtual
tours and social media to make purchasing decisions.
b. Analysis of competitors: Current competitors are generalized marketing agencies that
lack a niche focus on real estate. They often rely on outdated promotional methods and
fail to utilize platform-specific video optimization or culturally resonant Amharic
copywriting.
c. Market segmentation: Our primary target market includes luxury real estate
companies, large-scale property developers, and high-end brokerage firms operating
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within Addis Ababa seeking to increase qualified leads and international diaspora
investments.
d. Industry and market forecasts: As digital penetration deepens in Ethiopia, the demand
for specialized, high-quality digital real estate marketing is projected to grow by 25%
annually over the next five years.
a. Product(s): Comprehensive data extraction, formatted ad reporting
(Facebook/Instagram), and spreadsheet automation for marketing analytics.
b. Service(s): High-performing bilingual scriptwriting, professional video shooting and
editing, targeted social media ad management (TikTok, Facebook, Instagram), and brand
consulting.
c. Size of business: Initially starting as a lean operation with 3-5 core team members,
scaling to a mid-sized agency within three years.
d. Office equipment and personnel: High-end mirrorless cameras, lighting rigs, audio
equipment, professional editing workstations, and a core team consisting of a Digital
Strategist, Videographer, and bilingual Copywriter.
e. Background of entrepreneur(s): The principal possesses deep expertise in digital
marketing strategy, Amharic/English corporate communications, social media
algorithm optimization, and brand consulting for the Ethiopian real estate sector.
a. Manufacturing process (amount subcontracted): All core scriptwriting, video
production, and ad management are handled in-house to maintain quality. Specialized
services like 3D drone mapping may be subcontracted to local licensed operators
(estimated 15% subcontracted).
b. Physical plant: A collaborative office space in Bole, customized with a small in-house
studio for voice-over recording and content editing.
c. Machinery and equipment: Sony FX3 Cinema cameras, DJI drones, high-performance
editing PCs, and localized server storage for large video files.
d. Names of suppliers of raw materials: Digital software subscriptions (Adobe Creative
Cloud, Meta Ads Manager, Sprout Social) and local tech retailers for hardware
procurement.
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a. Description of company’s operation: Daily operations include client strategy
meetings, on-site property video shoots, post-production editing, ad campaign
deployment during local peak engagement hours, and weekly performance reporting.
b. Flow of orders for goods and/or services: Client onboarding Strategy & Scripting
On-site Shooting Editing & Review Campaign Launch Analytics Extraction &
Reporting.
c. Technology utilization: Advanced data extraction tools for Meta ad reports, scheduling
software to target the Ethiopian "Golden Windows" for social media posting, and high-
fidelity video rendering software.
a. Pricing: Value-based retainer models starting at 50,000 ETB/month for comprehensive
social media management and ad-buying, plus tiered project-based pricing for
standalone video productions.
b. Distribution: Direct B2B service delivery via our digital platforms, cloud-based file
sharing, and in-person consultations.
c. Promotion: We will market our own agency utilizing the exact strategies we sell: highly
engaging TikTok/Instagram reels showcasing our video production quality, backed by
targeted B2B LinkedIn campaigns aimed at real estate executives.
d. Product forecasts: Securing 3 major real estate developer retainers within the first 6
months, expanding to 10 within the first year.
e. Controls: Monthly review of Key Performance Indicators (KPIs) including client follower
growth, lead generation cost, and internal profit margins.
a. Form of ownership: Private Limited Company (PLC) registered in Ethiopia.
b. Identification of partners or principal shareholders: [Juneid Mustefa] (Founder & CEO
- 100% Equity).
c. Authority of principals: The Founder oversees all strategic decisions, high-level client
relations, and final approval on marketing expenditures.
d. Management team background: Extensive background in corporate Amharic writing,
digital strategy, and managing local real estate marketing campaigns.
e. Roles and responsibilities of members of organization: Creative Director (oversees
aesthetic and video output), Ads Manager (handles budget allocation and data
extraction), and Content Writer (handles bilingual scripts and social media copy).
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a. Evaluate weakness(es) of business: High initial capital requirement for specialized
camera equipment; reliance on specific social media algorithms that can change
unexpectedly.
b. New technologies: The rapid advancement of AI-generated content could disrupt
traditional copywriting; however, culturally nuanced Amharic content remains highly
insulated from AI replication, securing our niche.
c. Contingency plans: To mitigate risks, we will diversify service offerings to include SEO
and web development if social media advertising regulations change. We are avoiding
the mistake of ignoring the macro environment by constantly scanning local digital
policies.
a. Assumptions: Assumes an initial capture of 3 major clients in Q1, with a 10% monthly
growth in ad-spend under management. We avoid the mistake of being overly optimistic
by keeping growth projections moderate.
b. Pro forma income statement: Projected Year 1 Revenue: 3,000,000 ETB. Projected Year
1 Operating Expenses: 1,800,000 ETB. Net Profit: 1,200,000 ETB.
c. Cash flow projections: Initial negative cash flow in Month 1-2 due to equipment
procurement, reaching positive cash flow by Month 4 as retainer payments stabilize.
d. Pro forma balance sheet: Assets will heavily feature media equipment and cash
reserves; liabilities will be limited to initial startup loans.
e. Break-even analysis: Break-even is achieved upon securing the second monthly retainer
client (approx. 100,000 ETB/month in gross revenue).
f. Sources and applications of funds: The 1,500,000 ETB seed capital (sourced from a mix
of private investors and bank loans) will be applied 60% to equipment, 20% to marketing,
and 20% to operational runway.
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