SPHC (PTY) LTD - Serenity Projects Holdings Company is the Holding Company of all the Divisions of Serenity

Memorial Parks, Maintenance, Tombstones & Manufacturing as well as Sereni-Tea (Coffee shops).
Presented By William Grimes CEO of SPHC (Pty) Ltd

Business Plan

Serenity Memorial Parks

Company Name: SPHC Pty Ltd
Email: william@serenitymp.co.za
Web: http://serenitymp.co.za/
Cell: 082 925 8403
While reading or discussing this presentation please consider phoning Jacques
(+27 67 187 9506) or Corne (+27 67 188 0303) as they have the technical
information Times: 07h00 – 22h00
Index
• Pitch Cover / Introduction
• Problem
• Solution
• Products
• Market Validation
• Competition
• Competitive Advantages
• Marketing Plan
• Management Team
• Risk Reduction
• Financials
• Breakeven
• Investor Proposal
• Timeline
• Future
• Ask
• Use of funds 2
 Take a chance! All life is a chance. The man who goes farthest is
generally the one who is willing to do and dare.

William Grimes/CEO

In all my years of looking for opportunities I have yet to find a single opportunity that have such
huge potential as this and its actually pretty safe. We all have to buy this product at some point.
The business model is already successful for other players. 5 Years from now don’t be the one who
said, “I wish I invested in a cemetery…”

www.presentatiostemplate.com 3
Problem

The Problem
 Shortage of burial space in the Pietermaritzburg Municipal Area
 Prices of private Cemeteries in the Area and South Africa
 Distance from Pietermaritzburg
 Safety and security in Cemeteries
 Recycling of graves
 Acceptance and recognition of all cultures and burial methods
 Maintenance fees

4
 Solution

Current Solution
 Phase 1 of Serenity memorial Park - Ashburton
will provide minimum of 60 000 burial plots.
 Competitive prices in range with private grave
in Municipal cemeteries.
 A mere 8km from Pietermaritzburg.
 24 Hour Security 365 days a year.
 Cultural diversity frowns upon recycling of
graves we offer new graves and do not recycle
graves.
 Variety of burial options; mausoleum, crypts,
ash graves, wall of remembrance and eco pod
burials.
 Maintenance fees are included in the price and
will be held in trust.
5
Products

Cemetery
 Graves
 Child Graves
 Ash Niches
 Ash Graves
 Wall of Remembrance
 Burial Crypts
 Mausoleum Crypts
 Family Estates

6
Products

Normal Grave
 Most popular method still used
 Least costly option
 R7500 for adult and R3000 for children
 R1500 also payable as opening fee
 We expect R200m from adult and child graves in 5 years
 If anyone wants a tombstone one also need to pay gravestone
erection fee

7
Products

Mausoleum crypts
 A mausoleum is an external free-standing building constructed as
a monument enclosing the interment space or burial chamber of
a deceased person or people. A mausoleum may be considered
a type of tomb, or the tomb may be considered to be within the
mausoleum
 Phase 1 will have 576 mausoleum crypts available to the public.
 Prices will be R20000 per crypt.
 Sealed with granite plaque.

8
Products

Vaults
 A burial vault (also known as a burial liner, grave vault, and
grave liner) is a container, formerly made of wood or brick but
more often today made of concrete, that encloses a coffin to
help prevent a grave from sinking. The lids will be closed
mechanically
 Charged at R15 000
 Tombstone may be erected on the lid at a fee

9
 Products

Bio pods
 Its an egg-shaped pod through which a buried corpse or ashes
can provide nutrients to a tree planted above it.
 Your carbon footprint doesn't end in the grave.
 While you rest in peace, the wood, the synthetic cushioning and
the metals generally used in traditional coffins -- as well as the
concrete around reinforced graves -- continue to litter the earth.
 Once buried, they say, the biodegradable plastic shell breaks
down and the remains provide nutrients to a sapling planted
right above it.
 It’s a new beginning and a living memorial.

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Products

Tombstone
manufacturing
 Granite Plaques
 Head & base
 Full memorial tombstones
 Image Engraving (Photo on tombstone)

11
 Products

Sereni-tea
coffeeshop
 Catering for memorial services
 Light meals & lunches
 Open to the public
 Canvas/memorabilia printing and design
 Flower shop

12
Market Validation
Total size of property

143 hectares
Space used in phase 1

30 hectares
Units available for sale

60 000
13
Market Validation
Purchase price of property

R7,500,000 (10% dep)

Cost of rezoning

R150k – R250k
Predicted value of property zoned commercial

R60,000,000
14
Market Validation
Current estimated burials in PMB

1 500 pm
Commitment we have from 11 of the 50 parlors

475 pm
Phase one capacity

60 000
15
Market Validation
Cost of burial @ PMB cemetery

R6 240
Cost of burial @ SPHC cemetery

R7 500
Earning potential based on minimum prices

R450,000,000
16
Market Validation

17
Competition
Enokuthula
Mountain Rise

R6 240 R9 500
Nasrec

Serenity R20 000

R7 500
Lala Kahle

R11 500 Fourways

R40 000
18
 Our Advantages
Competitive Advantage • Serenity Memorial Park will provide
 Serenity Memorial Park will provide excellent excellent service 24 hours a day.
service open 24 hours a day. • 24/7 Security 365 days a year
• Respect for all cultures, religions and
 24/7 security 365 days of the year practices
• Eco friendly options for burial
 Respect for all cultures and religious
• Ash graves/wall of remembrance
practices.
• No recycling of graves
 Serene and beautiful
Competitors
•Spacing between graves is limited
•Upkeep on lawns & gardens is not done regularly
•Cemetery lay out are not done properly.
•Hours are set so no after hours ceremonies or practices are
permitted.
•No chapels or venues to perform the service.
•Highly priced and very high maintenance costs.
•Recycling of graves.
•No individual service and dedication.

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 Marketing Plan
Marketing Plan
With different inputs on the marketing
plan from all the directors, we are sure
to capture the market by storm and
advertise to towns and cities around
Pietermaritzburg and getting them to
use our private cemetery. Most of the
ground work has been done and
funeral parlors been contacted
regarding our cemetery which has
been very positive.
Plan #01
Use existing funeral directors
and relationships with them to
advertise the pre-sale of
graves & tombstones.
Plan #03
In House sales staff will provide
cross selling to customers and
offer them different products
and ranges they may not have
thought of using. Sales force
will drive sales for graves as
well as tombstones.
www.presentatiostemplate.com
Plan #02
Social Media as well as local
newspapers and radio stations
will be used for brand
recognition and also
implementing our website to
facilitate sales.
Plan #04
Sales force will visit different
new funeral parlors in
Pietermaritzburg and Durban
to increase sales . The in house
sales will keep the current
customers serviced and
assisted.
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 Management Team
WILLIAM GRIMES (CEO)
B Comm Financial management
7 Years accounting experience
Manager Financial Services
11 years Financial Corporate Industry
Staff management
Experience:
• Blue Financial Services
• MyBucks
• CreditGateway
CORNE KLEYNHANS (Technical)
Founder of SPHC (Pty) Ltd
Project Management
Staff management
16 Years Funeral Industry
16 Years Tombstone Industry
16 Years Business Owner
Experience:
• Imbali funeral service
• Avbob
• Clytologix
WANDILE SIDAKI (CFO)
Qualified Accountant
Finance & Management Degree
5 Years Accountant
12 Years Sales Management Board of Directors
Currently Studying towards MBA
Experience: The SPHC (Pty) Ltd team is made up of strong and
• NBS/BOE/Nedbank determined team with management, financial,
• SHELL accounting and sales back ground just to mention a
• SAB
few.
JACQUES SURENDORFF (Operations)
Passion and dedication of the team will ensure success
Founder of SPHC (Pty) Ltd
Business Owner 7 years with each phase and project we take part in.
Financial (Credit) Industry experience We have strategically placed the individuals where
Sales and Marketing Experience they would be the most value to the company.
Staff Management experience
Online marketing and web design
Experience:
• Find me a Loan (Pty) Ltd
• Agriculture
• Retail 21
Technical Experience and know how
Corne Kleynhans one of the
founders of SPHC (Pty) Ltd has a
wide variety of knowledge in the
funeral and tombstone and
cemetery regulation industry just
to mention a few.
He has been supplying Avbob
since 2006 with tombstones (and
erection thereof) in multiple
provinces and has all the
knowledge and rules of how the
cemeteries are allowed to be laid
out as well as the regulations of
tombstones in private and public
cemeteries.
The same experience and his
company (with the Avbob
contract) will be merged into
SPHC –Tombstone Division
Jacques Surendorff one of
the other founders of SPHC (Pty)
Ltd has knowledge of municipal
bylaws and environmental rules
and regulations regarding the
setup of a cemetery.
He has also overseen all the Geo
technical and geo hydrological as
well as environmental
procedures that have taken place
to ensure the property is ready
and allowed to be used for a
private cemetery.
He is also in regular contact with
Environmentalist and other
parties to ensure that SPHC will
be compliant at all times.
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RISK
REDUCTION

Test Completed Status Dropbox

Geo-Hydrological
2
Assessment
Geo-technical
3
Assessment
Flora Assessment 4
Heritage Impact
5
Assessment
Fauna Assessment 6
Wetland & Channel
7
Delineation
Rezoning of property as
8
commercial land

23
 Financials YEAR ONE 28 FEB 2020

Cemetery
R17,5m R9,9m
TOTAL REVENUE TOTAL EXPENSES
R13,4m

Coffeeshop
R700k
Tombstones
R3,3m
1 560 R7,5m
NUMBER GRAVES SOLD TOTAL NET PROFIT

24
 Financials YEAR TWO 28 FEB 2021

Cemetery
R76m R40,4m
TOTAL REVENUE TOTAL EXPENSES
R58,6m

Coffeeshop
R3m
Tombstones
R14,3m
5 378 R35,5m
NUMBER GRAVES SOLD TOTAL NET PROFIT

25
 Financials YEAR THREE 28 FEB 2022

Cemetery
R106m R56,9m
TOTAL REVENUE TOTAL EXPENSES
R81,7m

Coffeeshop
R4,2m
Tombstones
R20m
5 197 R49m
NUMBER GRAVES SOLD TOTAL NET PROFIT

26
 Financials YEAR FOUR 28 FEB 2023

Cemetery
R114m R61,4m
TOTAL REVENUE TOTAL EXPENSES
R88,2m

Coffeeshop
R4,5m
Tombstones
R21,6m
5 367 R53m
NUMBER GRAVES SOLD TOTAL NET PROFIT

27
 Financials YEAR FIVE 28 FEB 2024

Cemetery
R123m R66,3m
TOTAL REVENUE TOTAL EXPENSES
R95,3m

Coffeeshop
R4,9m
Tombstones
R23,3m
5 613 R57m
NUMBER GRAVES SOLD TOTAL NET PROFIT

28
Breakeven
1400000

1200000

1000000

800000

600000

400000

200000

0
0 8 16 24 32 41 49 57 65 73 81 89 97 105 113 122 130 138 146 154 162

29
 Investment Invested % Share
Cash Return 5
% Return
benefit Yrs
FIRST R1m 2% R1m R5,1m 505%
Investment Proposal
We are willing to give the person who invest the first R1,000,000 more as he R1m 2% None R4,1m 405%
is taking the biggest risk. Once the rezoning is completed it will be piece of
cake to find investors. R5m 10% None R10,1m 405%

R10m 20% None R40,5m 405%

R15m 30% R1m R60,7m 411%

16 000 000,00 600%

14 000 000,00
500%
12 000 000,00 We need investor:
10 000 000,00
400% • Start R1m
8 000 000,00
6 000 000,00
300% 405% - 505% • Build trust
• Bring expertise
200%
4 000 000,00
100% RETURN(5 years) • Capital as and when
2 000 000,00
• Future development
- 0%
1 2 3 4 5 • Expansion
Invested % Return 30
 timeline

June 2018
Idea by co-founders
Research
Feasibility
Property search

Aug 2018
Geo-technical
Geo-hydrological
Environmental
Public participation

31
 timeline

Sep 2018
Funding from new investors
Site development plan

Oct 2018
Business plan ready
Search for investors

32
 Mar 2019
Deposit for land R750k
Rezoning commence <R250k
Pre-sales
More investment

Aug 2019
Property zoned commercial
Value estimated R60m
Full operations commence
First come first serve investors

Future
Phase 2
Other products
Expansion KZN
Expansion RSA
Expansion Africa

33
 Future plans

Research Other plans Expansion Quality

Where? Revenue plans on property Plans to expand to High standard of burials
other cities, provinces and other services we offer,
Who? More financial products. and countries in Africa everywhere.

34
 The ASK

Looking For

R1m
Pay deposit
R8m
Buy property
R15m
Buy property

Rezone Rezone Rezone

Pre-sales Pre-sales Pre-sales

Institutional funding Development

082 925 8403 william@serenitymp.co.za

35
 Use of Funds
Buy the property R8,5m
The 143 hectare land to be acquired, this will
enable us to have complete free reign over the
land to commence phase 1 as well start planning
phase 2 in more seriousness.

Interior road
infrastructure R3m
We already got quotations for the tarring of all
the roads within the property borders. This
exclude the road leading to the property.

Tombstone factory R1,5m

Finish chapels, coffee TLB R600k
This we can start earning revenue from directly as shop and roofing R1,4m Required for digging the graves, so will have to do
it’s a running business that’s moving to the first of all of the above.
We will not be making our bulk of income from
premises. We need to start this soonest.
this, so this can wait. It does however complete
the look and feel we want.

36
 Thank you

Web: http://serenitymp.co.za/
Email: william@serenitymp.co.za