EFFICIENTMANAGMENT,INVESTMENT&CONSULTANCY

2020

Table ofcontent

01 About EMIC

a) Vision b) Mission c) objective

02 Team Structure

03 Services

04 Supporting our Clients

05 Scope of Work

06 Summary

ABOUT EMICABOUT EMIC

EMIC is an operational and management company that provides its clients with 170+ years of shared experience in top-level executives who play the primary role in founding, launching, operating, and directing all types of Commercial, Leisure, and Sports center (CLS) businesses that include theme parks, entertainment and edutainment centers delivering unique experiences for those who visit our attractions within MEA region.

EMIC is always looking for opportunities, finding new ways, and creating new experiences to delight the visitors. Be it an new idea or an existing theme park requiring new directions, a large indoor branded theme park or a small family center.

EMIC is a boutique company based in Egypt. Established in 2017 by professionals with 100 collective years of experience in project development, management, and investment and financial assessment. EMIC offers a wide range of Project Management & Financial Consultancy, Accounting, Taxation and Financial Management Services for a variety of enterprises within the MENA region.

Vision

Edutainment is having educational fun activities for children &Teens. This trend is booming massively worldwide and especially in MEA region as such segment represents almost 30% of the MEA total population.While many investors and shopping centers are keen to adopt this concept, very few resources have the experience of developing and operating this type of business due to its complexity and novelty in the market.EMIC is set to capitalize on these upcoming opportunities in the MEA region with an aim to be no. #1 Management Company in the field by the year 2025.

As the Egyptian economy is rapidly progressing, EMIC believes that small and medium enterprises have a unique opportunity to grow. EMIC aims to support such enterprises to unlock their potential and support their development in a sustainable manner. Furthermore, EMIC selectively develops and directly invests in key projects that meet its investment criteria and target returns.

Mission

To achieve this vision, EMIC managed to acquire the best key-executive resources who have the know-who, and experience in managing the edutainment business and upgrading it according to the needs of every region based on our deep understanding of the different cultures’ requirements.

These resources will be shared among our different projects, thus offering a cost-effective solution that decreases the clients’ trial and error risks due to market immaturity and saving time and money.

Is to provide professional quality project management and financial services to meet the needs of our stakeholders, and positively contribute to their optimal levels of success.

Objectives Objectives

Provide clients with:Know-how to build, develop, and operate Commercial, leisure, and sport centers (CLS s).Develop and Increase revenue streams and profitability.Out-of-the box management solutions, based on local demands.Optimum Return On Investment (ROI) and maximize internal rate of return (IRR)Standardized Operations and Professional Management.Employ and develop qualified candidates in every position capable of doing the job “ just right”.

Edutainment.

.

.

OUR StrengthOUR Strength

It is in our people:EMIC takes a particular care in staffing our operations with energetic go–getters from the region and equipping them with the skills to deliver exceptional service to our customers . We believe that the way we train and treat our people is directly reflected into the experience our guests ultimately have.

EMIC did it right before and can do it right again.On-time, cost-effective proven delivery.Friendly, flexible, and yet “Institutional”.EMIC earns its’ clients respect as an extension to its’ team respect to one another.

It is in our people:EMIC takes a particular care in staffing our operations with energetic go–getters from the region and equipping them with the skills to deliver exceptional service to our customers . We believe that the way we train and treat our people is directly reflected into the experience our guests ultimately have.

EMIC did it right before and can do it right again.On-time, cost-effective proven delivery.Friendly, flexible, and yet “Institutional”.EMIC earns its’ clients respect as an extension to its’ team respect to one another.

Management Team

EMIC

Tarek ZidanChief Executive Officer

Sherine ShohdyChief Investment Officer

30 years of experience in Business Development and SME Management. Founder & former CEO of three premium international brands in Egypt; KidZania, Jazzercise and The Little Gym. With a total investments of EGP 180M, and 1,200 employees. Former Managing Director for International Operations at Raya Holding. B.Sc. in Electrical Engineering (Telecommunications & Electronics) from Ain Shams University.

17 years of experience in finance, fundraising and investment assessment. Senior Consultant with the International Finance Corporation (IFC) for Financial Management Advisory covering the Middle East and Africa regions.Held multiple positions including CFO of H.A Utilities, Group Corporate Treasurer of Hassan Allam Holding and Investment Officer with the IFCMsc. In Investment Banking and Islamic Finance from the University of Reading, UK

Ahmed FakhryFinance Manager

Ola MahfouzAdministration Manager

Amr Abdel HameedProjects Manager

Hadeer KhedrHuman Resources

Manager

Mai SaifMarketing Manager

Ahmed FaroukTechnology Manager

19 years of experience in the fields of finance and auditing.

14 years of experience in the fields of administration management and

customer service and support.

15 years of experience in Projects Management & BPO

Services.

10 years of experience in Human Resources.

13 years of experience in marketing and business development fields.

17 years of experience in IT field.

Services

TAX PROCESSING& IMPLEMENTATION

ACCOUNTUING& FINANCIAL

MANAGEMENT

PROJECTS DEVELOPMENT

CONSULTANCYSERVICES01 03

02 04

Services

Accounting & Financial Management

Bookkeeping and Recording according to local accounting standards.Budgeting and Planning.Assessment of Existing Accounting System.Internal Financial Audit and Risk Assessment.Accounting Department Assessment.Payable & Receivable Processing.Policies and Procedures.Staff Hiring.

Consultancy ServicesFinancial Analysis.Treasury and Cash Flows Management.Investments Assessment (projects, mergers, acquisitions, expansions, etc).Valuation.Fund Raising and Structuring.Corporate structuring and re-structuring.

Project DevelopmentOwner

EMIC

Operator ConceptDeveloper

DesignDeveloper

Contractor

The OwnerIn charge of:1- Buying the territory & facility franchise rights.2- Reviewing and approving a detailed achievable business plan.3- Availing the needed funds.4- Consulting the Franchisor & Management company in growing a sound business model.5- Manage the operator with the help of the management company.

1. Buying the territory & facility franchise rights.2. Reviewing and approving a detailed achievable business plan.3. Availing the needed funds.4. Consulting the Franchisor & Management company in growing a sound business model.5. Managing the operator with the help of the management company.

In charge of:1- Manage all Sales & Marketing activities2- Budget Development & Control3- Facility/Property selection and contracting4- Time & Resources Management5- Value Engineering & Capacity Utilization6- Transfer of Operational & Technical know-how7- Business Processes Development8- Human Capital Development9- Business Assessments and KPIs 10- Performance Management

EMIC

1. Manage all Sales & Marketing activities2. Budget Development & Control3. Facility/Property selection and contracting4. Time & Resources Management5. Value Engineering & Capacity Utilization6. Transfer of Operational & Technical know-how7. Business Processes Development8. Human Capital Development9. Business Assessments and KPIs 10. Performance Management

The Concept Developer

In charge of:1- Development & upgrading the concept.2- Creation and ownership of the brand, domains, art-work, music, and all IPR3- The advisor of business models.4 Development of architectural & theming proposal5- Development of software engines.6 The concept training provider.7- Assessment, consulting, and audit of operation.

1. Development & upgrading the concept.2. Creation & ownership of the brand, domains, artwork, music, and all IPR3. The advisor of business models.4. Development of architectural & theming proposal5. Development of software engines.6. The concept training provider.7. Assessment, consulting, & audit of operation.

DesignDeveloper

In charge of:1- Developing the conceptual design.2- Developing the schematic design.3- Developing the construction & Contract documents.4- Designing all MEP requirements.5- Developing all theming proposals for pavilions.6- Specifying all FF&E items.7- Supervising the progress of works8- Developing site-related solutions.9- Amending the design as per the sponsors, landlord, and municipalities requirements.

DesignDeveloper

1. Developing the conceptual design.2. Developing the schematic design.3. Developing the construction & Contract documents.4. Designing all MEP requirements.5. Developing all theming proposals for pavilions.6. Specifying all FF&E items.7. Supervising the progress of works8. Developing site-related solutions.9. Amending the design as per the sponsors, landlord

& municipalities requirements.

The OperatorIn charge of:1- Over-looking the construction of facility as per the concept.2- Purchasing of all needed key material, props, and consumables3- Employing the needed workforce (operator-level)4- Acquiring the sponsors & retaining them5- Managing the day-to-day operations6- Complying with franchisor rules & regulations7- Growing the business

1. Over-looking the construction of facility as per the concept.2. Purchasing of all needed key material, props, & consumables3. Employing the needed workforce (operator-level)4. Acquiring the sponsors & retaining them5. Managing the day-to-day operations6. Complying with franchisor rules & regulations7. Growing the business

The ContractorIn charge of:1- Construction of the facility as per the concept.2- Acquiring all needed technical approvals and permits.3- Acquiring all civil defense approvals.4- Availing and needed samples & material.5- Complying with all international & franchisor standards & regulations.6- Delivering the project within assigned budget and timeline.

1. Acquiring all needed technical approvals & permits.2. Acquiring all civil defense approvals.3. Availing needed samples & material.4. Complying with all international & franchisor standards & regulations.5. Delivering the project within assigned budget & timeline.

The ToolsIn each business segment, EMIC deploys a certain methodology and standards:

FIDIC contracts, PMP standard implementations ,and NEC controls.

This basic model was defined as “Product Pushing through Personality, Persistence and Price.”

ProjectDevelopment

Sales:5-P Sales Model

MBO,KPIs, 360 appraisal & Development

Human Capital

FIDIC contracts, PMP standard

implementations, and NEC controls.

This basic model was defined as

“Product Pushing through Personality,

Persistence and Price.”

MBO,KPIs, 360 appraisal &

Development.

The ToolsIn each business segment, EMIC deploys a certain methodology and standards:

FIDIC contracts, PMP standard implementations ,and NEC controls.

This basic model was defined as “Product Pushing through Personality, Persistence and Price.”

ProjectDevelopment

Sales:5-P Sales Model

MBO,KPIs, 360 appraisal & Development

Human Capital

Integrated ERP & CRM; RTLS; and COBT 5 on a full-scale IP networks

Developed a specialized CC Committee with focus on cost reduction and outsourcing non-key activit ies.

Technology Cost Control

(This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and 7 Ps – marketing mix model: Product, Price, Place, Promotion, People, Process and Physical evidence

Marketing: SOSTAC Model

Integrated ERP & CRM; RTLS; and COBT 5 on a full-scale IP networks.

(This acronym stands for Situation, Objectives, Strategy,

Tactics, Actions, Control and 7 Ps –

marketing mix model: Product, Price, Place, Promotion, People,

Process and Physical evidence

Developed a specialized CC Committee with focus

on cost reduction and outsourcing non-key

activities.

Integrated ERP & CRM; RTLS; and COBT 5 on a full-scale IP networks

Developed a specialized CC Committee with focus on cost reduction and outsourcing non-key activit ies.

Technology Cost Control

(This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and 7 Ps – marketing mix model: Product, Price, Place, Promotion, People, Process and Physical evidence

Marketing: SOSTAC Model

Integrated ERP & CRM; RTLS; and COBT 5 on a full-scale IP networks

Developed a specialized CC Committee with focus on cost reduction and outsourcing non-key activit ies.

Technology Cost Control

(This acronym stands for Situation, Objectives, Strategy, Tactics, Actions, Control and 7 Ps – marketing mix model: Product, Price, Place, Promotion, People, Process and Physical evidence

Marketing: SOSTAC Model

Supporting our ClientsSupporting our Clients

Monthly project development reportsWeekly & Monthly Sales reports per revenue segment.Weekly & Monthly Traffic & footfall Analysis.Monthly Financial closing with P&L and BS statements.Monthly cash-flow projection, and budget vs actual analysis.Monthly Marketing activities updates and events calendar.Quarterly visitors’ surveys reports.Monthly HC development updates, and quarterly evaluations.HSE monthly audits, and security updates.Monthly KPIs analysis.

Monthly project development reportsWeekly & Monthly Sales reports per revenue segment.Weekly & Monthly Traffic & footfall Analysis.Monthly Financial closing with P&L and BS statements.Monthly cash-flow projection, and budget vs actual analysis.Monthly Marketing activities updates and events calendar.Quarterly visitors’ surveys reports.Monthly HC development updates, and quarterly evaluations.HSE monthly audits, and security updates.Monthly KPIs analysis.

Clients Objectives

Clients Objectives

Tenants or Sponsors proper mix acquisition.Multiple revenue streams development.Budget Control.Assets & Resources Optimization.Qualified Resources (acquisition & retention).Fully integrated Customer Experience.Brand Equity Development, and sustainable footfall.Maximizing ROI &IRR.

Tenants or Sponsors proper mix acquisition.Multiple revenue streams development.Budget Control.Assets & Resources Optimization.Qualified Resources (acquisition & retention).Fully integrated Customer Experience.Brand Equity Development, and sustainable footfall.Maximizing ROI &IRR.

Clients Challenges

Clients Challenges

Difficulties in acquiring proper Tenants and SponsorsObtaining the needed experience to control budgets, Acquiring the proper assets & Resources.Finding the right qualified team members in such new model in service industry.Developing a world-class level of customer experience.Deploying the optimum marketing channels that builds the brand equity Development, and sustainable footfall.

Difficulties in acquiring proper Tenants and SponsorsObtaining the needed experience to control budgets, Acquiring the proper assets & Resources.Finding the right qualified team members in such new model in service industry.Developing a world-class level of customer experience.Deploying the optimum marketing channels that builds the brand equity Development, and sustainable footfall.

EMICPre-Operations SOW

Supervision of facility design & construction development.Managing hiring and training of local resources.Developing and supervising Sales & Marketing strategies.Designing and implementing different technical and technological infrastructural systems.Developing & administrating the back-office departments.Coordinating all franchisor deliverables and approvals. Positioning the right price of admission to optimize revenue.

EMICOperations SOW

Supervision of facility design & construction development.Managing hiring and training of local resources.Developing and supervising Sales & Marketing strategies.Designing and implementing different technical and technological infrastructural systems.Developing & administrating the back-office departments.Coordinating all franchisor deliverables and approvals. Positioning the right price of admission to optimize revenue.

EMIC Cost-SavingApproach

Construction & Fit outs:30%Technology: 29%Marketing: 8%Administration:21%HR: 24%

30% 29%

21% 24%

8%

construction& fit outs

Technology

Administration Hr

Marketing

Human Resources

Construction & Fit-outs

Summary

Sharing of Senior resources as in “in-sourcing” is the fastest implementation for such detailed FEC development.The cost-saving is 34% with proved knowledgeable resourcesHands-on development, ensuring the most efficient funds and resources utilization.Seamless integration with Franchisor guidelines and recommendations.Optimized budget allocation and management.Accurate and detailed reporting and business analysis in timely manner.All local resources shall be developed and employed under the Franchisee legal organization “Operator”, while reporting to EMIC senior management continuously.

Thank you