Sales and Marketing Plan

Prepared By: Terry McDougall Date: 16th February 2014 Revision: DRAFT B

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 2

The Future Starts Now

I genuinely believe that Layher provides the best package on the market.

No other company provides such a complete package

State of the arts temporary works with innovative products that are one step ahead of the competition

Scaffolding

Formwork

Roofs | Stairs | Bridges

Layher’s  commitment  to  development  truly  is  world  class.   The complete package (Allround + TG60) is primed to dominate the Australian market place. With the right people Layher can capitalise on this opportunity to its fullest potential and leave the competition behind. I am certain that I have the skills and determination that will help to take Layher to the next level

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 3

Sales Targets & Market Potential

YEAR TARGET BREAKDOWN

Year 1 $1.8M Establish 200 leads Convert 1:50 (assumed 100t order) 4 Sales @ 100tonne = $1.8M

Year 2 $13.6M

Establish 200 New Leads +200 Existing leads from year 1 Convert 1:50 (assumed 100t order) Secure 1 major project sale (@$10M)

Year 3 $25.4

Establish 200 New Leads +400 Existing leads from year 1 & year 2 Convert 1:50 (assumed 100t order) Secure 2 major project sale (@$10M each)

I consider these to be SMART and conservative targets. With the correct approach and determination sales could exceed far exceed these NSW forecasts.

In 2014-2015 three of  Australia’s  major  projects  will  spend  a  total  of  

$117 MILLION on scaffold materials.

BREAK DOWN

$15M to CBI/Gorgon in 2014 10,000 of At-pac tonne to Bechtel/Wheatstone in 2014 (equivalent 8,000 tonne of Layher) = $34M 10,000 of At-pac tonne to Bechtel/Wheatstone in 2015 = (equivalent 8,000 tonne of Layher) = $34M Inpex – Estimated at $34M

$-

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

2014 2015 2016 2017

Terry McDougall SMART NSW Sales Forecasts (2014 - 2017)

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 4

Proposed Approach

Layher’s  development  teams  have  created  a  package  that  far  exceeds  all  of  the  competition.      

‘THE  MARKET  NEEDS  TO  KNOW  HOW  COST  EFFECTIVE  LAYHER  PRODUCTS  ARE’ Layher’s  products can sell themselves if we can:

Generate a significant audience - compile a database of leads. - More leads = more potential sales

Be P.P.P.P.R.R.R.O.F.essional -Professional -Planned -Persistent -Proactive -Reactive

-Reliable -Regular -Organised -Friendly

Become involved in major projects at an early stage

-Demonstrate the value add/cost saving -Create a report based on project specific information

Demonstrate the versatility – utilise  Brad’s  demo  style  approach

Mind Set – Change the mindset of: -Scaffolders -Concrete and formwork teams AND -Commercial professionals (procurements, estimating, project managers, engineers)

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 5

NSW Market Potential

I predict that in NSW at any time, there will be:

Projects requiring 1000 tonne (or above) or scaffolding = 5 Projects requiring 100 tonne (or above) or scaffolding =200 Projects requiring 10 tonne (or above) or scaffolding =500

Estimated Potential NSW Sales = $135,000,000.00

Current Potential Leads Some simple research provided the following potential leads:

Government Projects https://www.nics.gov.au/Project (33 projects) Natural Resources Industries http://www.resources.nsw.gov.au/ (Contacts - http://www.resources.nsw.gov.au/resources/contacts)

http://www.resources.nsw.gov.au/__data/assets/pdf_file/0004/348853/NSW_Mineral-Project_July13.pdf

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 6

http://www.resources.nsw.gov.au/__data/assets/pdf_file/0008/45179/NSW_Petroleum_Projects_Titles_April_2013_web.pdf

http://www.resources.nsw.gov.au/__data/assets/image/0007/307429/NSW3000MineralProjects_2012_web.jpg

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 7

Resource Contacts

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 8

Major Construction Projects (13 projects advertised on ICN Gateway)

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 9

Campaigns (WORK IN PROGRESS)

Proactive & Planned Early Stage Involvement -Generate cost saving figures -Labour -ROI -Benefits

Guaranteed Cost Reduction Over Alternative Brands (Buy Back Option)

MINDSET - University/Client Demonstrations -Demonstrate to the clients and the next generation of management professionals that layher is THE BEST, most cost effective option. -Cheapest is not always cheapest

MINDSET – Training Schools -FREE hire of materials -Free Scaffold Hammer

(DRAFT) Sales & Marketing Plan by T.McDougall

Prepared By: Terry McDougall Revision: DRAFT B Date: 16th Feb. 2014 Page 10

UNION Training School Funding

-FREE rent (for 3 years) in Layhers head office -FREE hire of materials -Free Hammer for all students -FREE marketing of the Union training school

P.P.P.P.R.R.R.O.F.essional

-Professional -Planned -Persistent -Proactive -Reactive -Reliable -Regular -Organised -Friendly