URBANEST STUDENTACCOMODATION.

SUBMITTED BY-SIDHARTH LUNAWAT

SMBA11059SEC B

Objective

To prepare a Human Resource plan for the launch of the operations side of Urbanest student housing business in UAE

Given Information: The building itself will be similar to the communities in Sydney, Adelaide and London and it would consist of 350 rooms. The plan is be prepared for the opening of the business by September 14, 2014 in UAE.

Introduction:

Ubanest is a privately funded business, which was launched in Australia in 2007. It has operations in Sydney, Brisbane and Adelaide and has also established itself in London. Plans are underway to develop further in Ireland, Japan, North America and the UAE. Ultimately to grow a global brand and business.

It is a student accommodation with a difference where everything is just that bit better. Every Urbanest student accommodation in London has a community feel where students can enjoy a superb lifestyle with the best rooms, study areas and social spaces as well as a great support network which encourages them to meet people and even make lifelong friends. In short, hassle free; secure living in the most exciting and distinctive areas of London.

The Urbanest business has two parts. The development division, which find sites and builds new student housing. Housing blocks, (called communities) are then handed over to the operations division to rent out the rooms, look after the customers (students) and make sure that the buildings are safe, clean and well managed. Also, that the students have the opportunity to take part in social, community and volunteering activities.

Now Urbanest wants to expand its business and start up its operations in UAE.As Urbanest is a student accommodation community its target market has to be the students itself. To brief a bit about the students in UAE there are 27 academic institutions, which account to around 20000 students both in DIAC (Dubai international academic city) and knowledge village.

If Urbanest wants to enter the market for student accommodation in DIAC it is a golden opportunity as there are approx. 3-4 institutions that have student accommodation within their campus. A company called Rixma has started its project in 2009 for student accommodation and was due to complete it by nov 2011 has a long way to go. This project is worth dh700 mn and can accommodate around 2800 students only. Now the factors for Urbanest to compete upon in this market are as follows:

Price

Every student wants an affordable and value for money accommodation, where he pays less and gets the maximum facilities in return. Keeping the price lower will not only attract the students but can also attract other universities like Hult international business school, szabist etc. that have rented out their building in Etisalat academy. Providing a lower price might attract them as well. Lower price will also spread a positive word of mouth between the students, which might benefit in the future.

Service:

UAE is a place where everyone wants a quality life and service. Providing services, which benefit the students’ will always, benefit Urbanest. As a student point of view I would always want everything that is near to my residence. Providing services like grocery, stationery, food court, recreation, etc. always attracts the student. But this facility is also the common things provided everywhere. Hence we have to think out of the box and provide facilities that other accommodations do not provide. Services like Taxi service of Urbanest at a nominal rate for in house students who do not have a car; ATMS, etc. will always be an important factor.

Location:

If we see the current scenario of DIAC out of the 27 academic institutions only 3 to 4 of the institutes have their residential campus near the colleges. Rest of the accommodation is mostly in etisalat academy Mirdiff which is 20 minutes from DIAC. Though the college provides transport for students but having a residential campus near colleges will always be in benefit for students as well as the colleges. Currently a company called Rixma is making a student accommodation in DIAC, which is worth dh700 million. The place can accommodate around 2800 students but there are far more number of students left for whom Urbanest can compete for. It was scheduled to be over in 2011 but still is under construction. The benefit Urbanest has is that by 2015, DIAC expects to have almost 40,000 students attending 40 different institutes. Hence there is a good chance for profit in this sector for Urbanest.

These three factors account for the major things Urbanest can compete upon and grab this golden opportunity as well.

The mission and vision for Urbanest for the same project can be as follows:

Mission for Urbanest:

“Provide quality life and service for the students at the most reasonable and affordable price with our experience and excellence in the field of student accommodation around the world.”

Vision for Urbanest:

“Quality and service is the thing we want to be known and recognized for.”

Now comes the question what all services should Urbanest provide in order to attract the students. As a student perception I would want the following things in my accommodation:

1. Four types- Studios, 1bhk, 2bhk, and 3 bhk.2. The rooms can also be shared or can be used as a single room.3. Ground floor of the building should have Food court.4. Nearby to all colleges5. Cleaning and housekeeping twice a week.6. Stationery and grocery shop.7. Laundry and ironing facilities8. Recreation room (TV, table tennis, pool etc.)9. Taxi service of urbanest at a nominal rate for in house students who do not

have a car10. Gym11. Atm12. Proper storage in all the types of apartments.13. Short stay packages and long stay packages.14. Internet connection. (Wi-Fi)15. Security is an important feature, which should not beforgotten. Having a high security like the entry of theaccommodation through an electronic card and same with therooms.16. Sports facilities can also be provided, as there is loads of space

available in this free zone.17. First aid facilities and medical store.18. Fire alarm facility19. Security guards20. A receptionist.21. Microwave, fridge, washing machine in every flat to be provided

at an additional cost.22. Can include few rooms for guest accommodation that can be

rented out whenever needed.23. Parking facilities for student’s visitors and the staff.

24. Providing an intercom facility in every apartment.25. Provide any part time job opportunities for students who want to

earn some extra money.

Providing the above-mentioned facility and any other facility, which is not there nearby the accommodation can also be taken into account. Urbanest would should have to think out of the box and provide the students something which they would not have got anywhere else except Urbanest.

If these facilities are provided in the accommodation there has to be a team of staff to take care of the operations of the community. Urbanest should have an informal and friendly atmosphere where people enjoy the work and engage themselves with the students as well. The organizational structure for Urbanest could be like the following:

The organization structure and job description as per seniority should be as follows:

Complex Director (CD)

Residence accommodation for students have full-time, live-in professional CDs

who are responsible for coordinating the total operation of the community? This

includes supervising and training Resident Assistants, counseling and advising

residents, Responding to conduct issues, and helping to build positive communities.

Assistant Complex Director (ACD)

The ACD is a live-in, full-time, professional staff member Who helps the

Complex Director with the day-to-day operation of the halls.

Senior Resident Assistant (SRA)

SRAs are live-in student staff members who help Complex Directors with the day-to-day

operation of the halls. Additionally, SRA responsibilities include Promoting respectful

communities, assisting in the general management of the hall, dealing with violations of

housing policies and regulations, and providing individual advice and assistance.

Resident Assistant (RA)

RAs are student staff members whose responsibilities include

promoting respectful communities, assisting in the general management of the hall, dealing

with violations of housing policies and regulations, and providing individual advice and

assistance.

Student Resident Director (SRD)

SRDs are live-in student staff members who help the Complex Directors with the

day-to-day operation of the halls.

Finance or Accounts manager:

These people are the ones who handle the accounts section of the accommodation like

Renewal of the accommodation contract, any kind of finance requirement for any work to be

Done in the community are under the finance manager. They also handle the books of

accounts and are responsible for tax filling. They collect the student fees and charges

for all kinds of monetary work done.

Area Desk Specialist (ADS)

ADSs supervise the student staff and oversee the operation of the mail and information desks.

Their duties include processing room changes and managing mail as well as assisting students

in solving difficulties that may arise.

Desk Assistant (DA)

DAs are student staff members at the area desks who assist with room changes, check-outs,

mail service, package distribution, key problems, room repair requests, equipment check-out,

and waiting list requests.

Custodial Worker (CW)

CWs are responsible for cleaning the everyday accumulations of dust and dirt in the halls

and for maintaining restrooms. Students quickly learn what a wonderful resource CWs are.

Students often host a barbecue to thank them for their hard work.

Below is sample rosta showing the designation and the time table that could be followed by the

team of Urbanest:

Sun Mon Tue Wed Thurs Fri Sat

Complex director & Assistant complex director

1100 – 1500 hrs

1100 – 1500 hrs

1100 – 1500 hrs

1100- 1500 hrs

1100- 1300 hrs

- -

Senior resident assistant and resident assistant

0900 – 1500 hrs

0900 – 1500hrs

0900 – 1500hrs

0900 – 1500 hrs

1000 – 1500 hrs

- -

Desk Assistant 0900 – 1700 hrs

0900 – 1700hrs

0900 – 1700hrs

0900 – 1700 hrs

1000 – 1500 hrs

- -

Accounts and finance

0900 – 1700 hrs

0900 – 1700hrs

0900 – 1700hrs

0900 – 1700 hrs

0900 – 1500 hrs

- -

Area desk specialist

1100 – 1500 hrs

1100 – 1500 hrs

1100 – 1500 hrs

1100 – 1500 hrs

1100 – 1500 hrs

- -

Custodial staff. 0900 – 0900 – 0900 – 0900 – 0900 – - -

1800 hrs

1800hrs

1800hrs

1800 hrs

1800 hrs

Student resident director

24 hrs 24 hrs 24 hrs 24 hrs 24 hrs 24 hrs 24 hrs

After job description and seeing the rosta or schedule of work comes the job specification

which is the shopping list of all the qualities required by the team of Urbanest.

For e.g. the job specification of a complex director could be:

QUALIFICATIONS:

Minimum: Master's Degree in Student Personnel, Counseling, Education, Management,

or related field required

Work experience:

One to three years of full-time,

post-bachelor’s degree experience in university apartment or residence hall administration.

Skills required

Excellent administrative, as well as written and oral communication skills are required.

Preferred: The ability to multi-task, and experience managing budgets.

Highly developed computer and customer service skills. Strong presentation skills.

Responsibilities:

Staff Supervision and Training of Assistant Complex Director Staff Supervision of an Office Manager Oversight of Village Office Operations Staff Supervision and Training of Paraprofessional Staff Advising Village Council (In Conjunction with Assistant Complex Director) Village Programming (In conjunction with Assistant Complex Director) Crisis Intervention Student Conduct Maitainence

Housing operations

When we are done with the job specification now comes the main aspect that is recruiting the team of Urbanest. This is one of the most difficult task that requires a lot of potential. While recruitment the person should know what is the process of recruitment.

The recruitment process comprises the following five steps:

Recruitment planning; Strategy Development; Searching; Screening; Evaluation and Control.

Recruitment Planning: -

The first involved in the recruitment process is planning. Hire, planning

involves to draft a comprehensive job specification for the vacant position,

outline its major and minor responsibilities; the skills, experience and

qualifications needed; grade and level of pay; starting date; whether

temporary or permanent; and mention of special condition, if any,

attached to the job to be filled.

Strategy Development:-

Once it is known how many with what qualification of candidates are required,

the next step involved in this regard is to device a suitable strategy for

recruitment the candidates in the organization. The strategic considerations

to be considered may include issues like whether to prepare the required

candidates themselves or hire it from outside, what type of recruitment

method to be used, what geographical area be considered, for searching

the candidates, which source of recruitment to be practiced, and what

sequence of activities to be followed in recruiting candidates in the

organization.

Searching :-

This step involves attracting job seeders to the organization. There are broadly

two sources used to attract candidates. These are:

Internal Sources

External Sources.

Screening:-

Through some view screening as the starting point of selection, we have

considered it as an integral part of recruitment. The reason being the

selection process starts only after the application have been screened

and short listed. Let it be exemplified with an example. In the Universities,

application is invited for filling the post of Professors. Application received in

respond to invitation, i.e. advertisement are screened and short listed on the

basis of eligibility and suitability. Then, only the screened applicant are

invited for seminar presentation and personal interview. The selection

process starts from here, i.e., seminar presentation or interview. Job

specification is invaluable n screening. Applications are screened against the

qualification, knowledge, skills, abilities, interest and experience mentioned in

the job specification. Those who do not qualify are straightway eliminated from

the selection process. The techniques used for screening candidates are vary

depending on the source of supply and method used for recruiting. Preliminary

applications, de-selections tests and screening interviews are common

techniques used for screening the candidates.

Evaluation and control:-

Given the considerable involved in the recruitment process, its evaluation and

control is, therefore, imperative. The costs generally incurred in a recruitment

process include:

Salary of recruiters;

Cost of time spent for preparing job analysis, advertisement, etc;

Administrative expenses;

Cost of outsourcing or overtime while vacancies remain unfilled;

Cost incurred in recruiting unsuitable candidates.

In view of above, it is necessary for a prudent employed to try answering certain

questions like:

Whether the recruitment methods are appropriate and valid?

Whether the recruitment process followed in the organization is

effective at all or not?

METHODS OF RECRUITMENTRecruitment methods refer to the means by which an organization reaches to

the potential job seeker. It is important to mention that the recruitment methods

are different from the resources of recruitment. The major line of distinction

between the two is that while the former is the means of establishing links

with the prospective candidates, the latter is location where the prospective

employees are available. Dunn and Stephen have broadly classified methods of

recruitment into three categories. These are;

Direct Method;

Indirect Method;

Third Party Method.

Brief descriptions of these are follows:

Direct Method:

In this method, the representatives of the organizations are sent to the potential

candidates in the educational and training institutes. They establish contacts with

the candidates seeking jobs. Person pursuing management, engineering,

medical, etc. programmers are mostly picked up the manner.

Sometimes, some employer firm establishes with professors and solicits

information about student with excellent academic records. Sending the

recruiter to the conventions, seminars, setting up exhibits at fairs and

using mobile office to go to the desired centers are some other methods

used establish direct contact with the job seekers.

Indirect Method;

Indirect methods include advertisements in the newspaper, on the radio and

television, in professional journals, technical magazines, etc. this method

is useful when

Organization dose not find suitable candidates to be promoted to fill up the

higher posts, when the organization want to reach out a vast territory, and When

organization wants to fill up scientific, professional and technical posts.

The experience suggests that the higher the position to be filled up in the

organization, or the skill sought by the sophisticated one, the more widely

dispersed advertisement is likely to be used to reach too many suitable

candidates. Sometimes, many organizations go for what referred to as blind

advertisement in which only Box No. is given and the identity of the

organization is not disclosed. However, organizations with regional or national

repute do not usually use blind advertisements for obvious reasons.

While placing an advertisement to reach to the potential candidates, the

following three points need to borne in mind:

To visualize the type of the applicant one is trying recruit;

To write out a list of the advantages the job will offer;

To decide where to run the advertisement , i.e., newspaper with local,

state, nation-wide and international reach or circulation.

Third Party Method:

These include the use of private employment agencies, management consultants,

professional bodies or associations, employee referral or recommendation,

voluntary organization, trade banks, labor contractors, etc., to establish contact

with the job seekers.

Now, a question arises; which particular method is to be used to recruit employee

in the organization? The answer to it is that it will depend on the policy of the

particular firm, the position of the labor supply, the government regulations in this

regard and agreements with labor organizations. Not withstanding, the best

recruitment method is to look first within the organization.

When we know what method to use for recruitment our next step would beHow to select the team members and on what basis.The team members will be selected in the various ways of recruitment mentioned

above. But the best way to select an appropriate candidate is via a personal

interview where we can know the exact way the person is.by taking the personal

interview it will help the company select the best and deserving candidate who is

apt for the kind of work.

The qualities that the team members of urbanest should possesses are as follows:

They should be patient and friendly with the students

They should have the dedication and willingness to work and handle their

responsibility

They should all be experienced enough to handle so many students

They should all be qualified enough for the job

Below is a rough chat of compensation that can be paid of by Urbanest :

Designation Salary

Complex directorAssistant complex director

AED 240000 p.aAED 180000 p.a

Senior Resident Assistant Resident Assistant

AED 120000 p.aAED 96000 p.a

Area Desk Specialist AED 84000 p.a

Accounts and Finance AED 114000 p.a

Desk assistant AED 60000 p.a

Custodial Staff AED 36000 p.a

Student Resident Director AED 24000 p.a

After we have selected a team for Urbanest then comes the

requirements and obligations under UAE law that we must consider

when opening in the UAE.

The scenario in Dubai is widely known where a person has to have an

Arab partner if he has to do any business in UAE. But there are some

places built where there is no need to have an Arab partner. Theses

places are called as free zones.

There are 7 categories of business organizations in Dubai and they are:

• General partnership company• Partnership-en-commendams• Joint venture company• Public shareholding company• Private shareholding company• Limited liability company• Share partnership company

Applications Of Business Categories• Partnership companies apply only to UAE citizens.• Currently, the Dubai government does not encourage the partnership-en- commendams and share partnership companies to be established.• Joint venture is an agreement between a foreign company/person and a local

company to engage in a business. But the local equity participation in the joint venture should be at least 51%. The profit and loss sharing is decided earlier. No license is required for the joint venture. While the foreign partner deals with third parties in the name of the local partner, the local partner has

to bear all liabilities until the agreement is formalized.• A Public shareholding company is one that is engaged in banking, insurance, or

financial sectors.• Insurance and financial services firms and foreign banks can open their branch

or representative offices to establish their presence in Dubai.• A limited liability company can be launched by as less as 2 members and as

much as 50 members whose liability is limited to their shares in the firm’s capital. The foreign or local partners or a third party handles responsibility for the management of such company.

Setting Up Business In DubaiDubai is one of the best places to set up business operations. The conditions, rules and laws for the same are very liberal and attractive as compared to many other countries. Thus Dubai has established itself as a great economic force, attracting more and more organizations, entrepreneurs and investors to set up their businesses here.

There are many options for foreign or international corporations wanting to start operations or initiate new businesses in Dubai. They can start by creating a trading relationship. For many companies, there are advantages if they have a presence in Dubai to research market conditions, establish contacts, meet prospective customers, and finalize transactions and orders.

Licenses For Setting Up Business In DubaiTo establish any business in Dubai, a license is the most important thing. The licenses are issued by the Dubai Economic Department depending upon the nature of business. They are of three types• Commercial licenses - that are required for any kind of trading.• Professional licenses - professional service providers such as, craftsmen and

skilled labor etc. require that.• Industrial licenses – that are needed for establishing any industrial or

manufacturing operation.There are more detailed laws that apply to businesses engaged in oil or gas production. Jewelry and insurance businesses require financial guarantee issued by a bank based in Dubai.

Requisites For Business Ownership In DubaiAccording to the laws established by Dubai government, at least 51% participation of UAE citizens is the basic requirement for setting up any business in Dubai.But there are exceptions in cases if or where:

• 100% local ownership is mandatory as per laws.• The business is being established in Jebel Ali Free Zone• 100% AGCC ownership activities are open• Fully owned AGCC companies enter into partnership with UAE nationals.• Foreign companies open their branches or an office in Dubai.

• Professional or artisan companies set up their business as they are permitted 100% foreign ownership.

For Free zones:

Now if a urbanest wants to establish itself in DIAC (freezone) where all most of the

student universities are there then it has to keep the following things in mind:

Dubai Technology & Media Free Zone Authority (DTMFZA) is responsible for the establishment and registration of companies in DIAC. Dubai International Academic City (DIAC) is the world’s only Free Zone dedicated to Higher Education. Established in 2007 as part of TECOM Investments, DIAC aims to develop the region’s talent pool and establish the UAE as a knowledge-based economy. DIAC aims to provide an effective business environment and platform to support our business partners in serving the student community.DIAC is the premier destination for Higher Education in the region, located on a fully appointed 18 million sq ft. campus with state-of-the-art modern facilities. DIAC currently has 27 Academic institutions from 11 different countries.

There are 6 easy steps to setting up your Free zone Limited Liability Company (FZ-LLC) and only 4 steps if establishing a Branch Company. These steps are explained in detail in the business set-up guide for DIAC

The forms and templates required throughout the process can be accessed are:

Application for Provisional Approval

• Application form for Registration of a FZ-LLC• Application form for a Freelancer• Application form for License• Business Plan Template - DIAC• Business Plan form – freelancer

Legal Documents for Company Registration

Checklist of legal document requirements:Legal Documentation Templates:

• Resolution for natural shareholder in FZ-LLC• Resolution for natural shareholders in FZ-LLC• Board Resolution for corporate shareholder(s) in FZ-LLC• Board Resolution to establish a branch• Registry Identification Code Form :(a) Registry Identification Code Form – Corporate

(b) Registry Identification Code Form – Natural Person

DIAC offers a variety of products for potential clients:Land Commercial Floor Space Business Center Retail and Kiosk Space

Business SectorsBusinesses from the following sectors may apply to become part of the DIAC business community: Higher Education Provider Online University Educational Service Provider Non-Academic Services ProviderFree-lancers Branch School Boarding School

Minimum Capital RequirementsFZ-LLCs incorporated in DIAC are required to have minimum paid up capital of AED 50,000. Branch establishments (e.g., all universities and schools) within DIAC have no minimum capital requirements.

Particulars FZ LLC BRANCH

Licensing Fee AED 15,010/- AED 15,010/-

Registration FeesAED 3,510/- (One time)

AED 3,510/- (One time)

Application Fee (Business center) AED 500-(One time) AED 500-(One time)

Application Fee (Commercial)AED 2,000- (One time)

AED 2,000- (One time)

Capital AED 50,000 NIL

Now when we our ready with the organization then we welcome the new team to Urbanest. Below is a orientation plan for the 1st day for the team.

Duration Activity

15 minutes. Welcome the new team of Urbanest.

60 minutes. Brief about Urbanest and state the mission, vision and objectives of Urbanest.

15minutes. Introducing the new employees to their department heads.

30minutes. Role and performance expectation. State the goals and targets.

60 minutes. Lunch Break

45Minutes.

Show them what Urbanest actually is, a campus tour with the old employees.

2 hrs. Observational activity where new employees see the work of old employees of how actually they work and at the end of the day report what they have seen and learnt. This can be done by showing a video clip of employees in other countries of how they work.

30 minutes. Tea Break

45Minutes.

Report what they have seen and learnt and tell the entire team about their experience.

15Minutes.

Wish them luck for their job ahead and thank them for being a part of Urbanest family.

Now comes the question of performance. What standards of performance should be set in order to achieve maximum benefit. Performance standards provide the employee with specific performance expectations for each major duty. They are the observable behaviors and actions, which explain how the job is to be done, plus the results that are expected for satisfactory job performance. They tell the employee what a good job looks like. The purpose of performance standards is to communicate expectations. Some supervisors prefer to make them as specific as possible, and some prefer to use them as talking points with the specificity defined in the discussion. Keep in mind that good performance typically involves more than technical expertise. You also expect certain behaviors (e.g. friendliness, helpfulness, courteousness, punctuality, etc.) It is often these behaviors that determine whether performance is acceptable.

Here is a list of various duties and their performance standards expected:

Leadership

• Communicates a vision of the future• Influences others to accomplish/achieve desired goals• Obtains commitment and cooperation from others• Fosters an environment that encourages innovation, risk taking, ownershipLearning and growth in others• Utilizes skills and abilities of others effectively• Delegates responsibilities appropriately• Manages performance of staff

Team Orientation

• Works effectively with others• Actively contributes to the achievement of group and organizational goals• Accepts shared responsibility and ownership of projects• Maintains open communication among team members• Utilizes strengths of individuals within group to the benefit of the team

Innovation/ Creativity

• Develops and implements ideas, products or solutions to achieve goals• Seeks and provides unique/different perspectives to opportunities• Supports risk taking and encourages innovation in others

Customer Service

• Projects a customer orientation – is customer focused• Assumes ownership and responsibility for the needs of the customer• Makes effective decisions, balancing organizational needs & customer need.Problem Solving/ Decision Making

• Analyzes and solves problems within realistic time frames• Makes timely and effective decisions on the basis of available information• Involves the appropriate people in defining and resolving a problem• Supports decision with facts and rationale

Flexibility

• Effectively adjusts behavior and modifies strategies when confronted withChanging, uncertain or unstructured situations• Adapts to change without loss of effectiveness• Deals effectively with ambiguity• Acquires new knowledge/skills to meet changing demands

It is necessary that these performance standards are visible in the organization and are a part of the employee’s curriculum. The employees must understand what is their role and what is expected out of them. Now the point comes how do we monitor and maintain these performance standards in the organization. These standards can be monitored by the following ways:

Observation of the employees work on a continuous basis Discussion and be done to monitor and maintain these standards. Diaries and work logs should be there to see what work are the

employees doing. There can be a survey from employees about their work and problems

Questionnaires can be asked to know what the employees are actually doing.

Following things can be done:

While planning the HR need Urbanest has to also consider about the following aspects:

Motivating the employees will result in better performance and will also boost the employees to work even better.

Employee of the month program should be inculcated in the organization so that the employees feel good.

Getting connected with the employees mentally and emotionally is also an important aspect.

Job security should be provided to the employees so that they feel secure and have a sense of belongingness.

You can achieve the following by-Setting smart goalsEmployee concern and responsibilityGiving performance linked rewards

Informal organization is what is required in such type of business.Install a sense of ownership in the teamPick the right person for the right jobSolving employee problems in the right manner.Provide proper feedback

Conclusion:Finally the conclusion of Urbanest should be to keep the prices of the accommodation as low and competitive so that it can capture the market which is not yet setup in DIAC. DIAC would be the ideal location for setting up its business and would cover the students and the institutes with whom Urbanest can tie up with. It also has to keep in mind the prices of the residential area nearby like silicon oasis, international city, etc. the price has to be lower than its competitors and the facility should be something for which students would come for.