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Atuando no mercado de shopping centers desde 1982, os profissionais da Semma foram responsveis por empreendimentos de sucesso em varias regies

e cidades do pas e no exterior.


Comprometidos no planejamento, desenvolvimento e implantao de projetos em mais de doze estados brasileiros e em Angola, contriburam expressivamente na viabilizao de shopping centers de diversos formatos. Associados a uma equipe de profissionais de alto nvel que somam sua experincia a modernas tcnicas de conquista de mercado e varejo, consolidam um time especializado em consultoria, planejamento, desenvolvimento comercial e gesto de shopping centers e centros comerciais. A misso da Semma desenvolver e fomentar o varejo de forma autosustentvel, viabilizando operaes perenes em condies adequadas a todos os envolvidos.

Planejamento
Identificao de Mercado Identificao e Avaliao de Pontos Dimensionamento e Estudo Arquitetnico Definio do Tenant Mix Viabilidade Econmico-Financeira Estruturao Jurdica Desenvolvimento e Operacionalizao

Acting in the shopping centers market since 1982, Semmas professionals were responsible for successful achievements in different regions and cities of the country and abroad. Committed to planning, development and implementation of projects in more than twelve Brazilian states and in Angola, they expressively contributed in make feasible several forms of shopping centers. Associated to a team composed of high level professionals who add their experience to market and retail acquisition modern techniques, consolidate a team specialized in consultancy, planning, commercial development and shopping centers management. Semmas mission is to develop and promote retail in a maintainable way, making feasible permanent operation in conditions appropriate to all implicated.

Planning
Market Identification Spot Identification and Evaluation Sizing and Architectural Study Tenant Mix Definition Financial Economic Feasibility Legal Arrangement Development and Operationalization

Comercializao
Pesquisa e Seleo de Lojistas Desenvolvimento de Novas Operaes Anlise e Concretizao de Negcios Desenvolvimento de Novos Mercados

Leasing
Shopkeepers Search and Selection New Operations Development Business Analysis and Achievement New Markets Development

Gesto e Administrao
Foco Comercial e Negocial Tecnologia na Administrao e Operao Revitalizao de Empreendimentos

Management and Administration


Commercial and Business Focus Technology in Administration / Operation Malls Revitalization

Viabilizao e Funding
Avaliaes Planos de Negcios Estruturao de Funding e Parcerias

Feasibility and Funding


Evaluations Business plans Funding and Partnerships Arrangements

Planejamento
O planejamento apropriado fundamental para a reduo de custos de implantao e operao, bem como para garantir a intimidade do shopping com seu futuro pblico consumidor. A empresa proporciona a seus clientes os seguintes servios:

Planning
Proper planning is critical to implementation and operation costs reduction, as well as to assure the shopping center intimacy with its future consumers. The company provides to its clients the following services:

Identificao de Mercado
Baseada em conceitos de anlise de informaes grficas geo-mercadolgicas e polarizao gravitacional, a empresa desenvolve estudos para a identificao de mercados e definio da vocao comercial de cada ponto em anlise. Atravs dessa tecnologia possvel mensurar, com adequada preciso, variveis mercadolgicas importantes, que corretamente avaliadas definem o perfil apropriado do empreendimento para o mercado. Dentre inmeras anlises, destacamos: Delimitao da rea de Influncia Identificao da oferta e demanda Identificao e mensurao da concorrncia Mensurao da renda e hbitos de consumo Mensurao do mercado j atendido Identificao da renda residual disponvel Projeo dos potenciais de consumo A localizao e correta mensurao do mercado potencial o primeiro passo para a viabilizao de qualquer empreendimento de varejo. A delimitao precisa de sua rea de influncia vital para a determinao do pblico a ser atendido, sobre o qual so desenvolvidos os estudos mais detalhados de mercado. Nesses estudos, a empresa avalia no somente a opinio, os hbitos de compra, e os desejos do consumidor, mas tambm sua capacidade real de consumo, ou mercado residual, determinado atravs de dados scio-econmicos que englobam desde sua renda at o mercado j atendido.

Market Identification
Based on concepts of analysis of geo-marketing graphic information and gravitational polarization, the company develops studies for the identification of markets and the definition of the vocation of each spot analyzed. Through this technology it is possible to measure with proper accuracy key marketing variables which, if correctly evaluated, define the retail profile appropriate to the market. Among countless analyses, we highlight: Influence Area Delimitation Offer and demand identification Competition identification and measurement Income and consumption habits measurement Measurement of the market already attended Identification of the available residual income Consumption potential planning The location and correct measurement of the potential market is the first step to make feasible any retail enterprise. Its influence area accurate delimitation is critical to establishing the public to be attended, on which most detailed market studies are developed. In those studies, the company evaluates not only the consumers opinion, purchase habits and wishes, but also their real purchasing power, or residual market, provided through social and economical data comprising from their income to the market already attended. 3

Identificao e Avaliao de Pontos


A identificao e seleo de pontos comerciais so efetuadas com abrangncia nacional, englobando todas as questes de anlise necessrias para sua avaliao: Localizao Demografia Estrutura urbana Vetores de crescimento urbano qualitativo / quantitativo Acesso regional, expresso e local Barreiras geogrficas A avaliao dos pontos comerciais desenvolvida sob os aspectos comercial, econmico-financeiro, e transacional, objetivando a minimizao de riscos na negociao e implantao de cada nova operao. No aspecto comercial so analisados os pontos necessrios validao do local como indicao para a implantao de complexo comercial, de onde destacamos: Demanda e pblico-alvo Convergncia comercial Posicionamento estratgico Sinergia com o comrcio existente Concorrncia Exposio regional e polarizao No aspecto econmico-financeiro so analisados os pontos necessrios validao do local como oportunidade de negcio, compreendendo: Anlise das condies comerciais em relao ao mercado local Prazo de disponibilizao do ponto Anlise econmico-financeira da aquisio ou locao Desenvolvimento de projees e fluxos futuros para a mensurao de retorno Projeo de diferentes cenrios No aspecto transacional so analisados os pontos necessrios validao do negcio para aquisio e ou locao do imvel, de onde destacamos: Anlise sob o aspecto jurdico de disponibilidade Pesquisa e anlise de nus sobre o imvel Pesquisa e anlise de nus sobre os proprietrios do imvel Pesquisa e anlise das variveis necessrias para uma transao e utilizao pacfica do imvel a longo prazo. EDUARDO GOMES Atua no segmento desde 1984. Desenvolveu sua carreira voltada para o planejamento, implantao, e gesto de centros comerciais, especializando-se no desenvolvimento de planos de negcios e na viabilizao econmica para a montagem e expanso de empreendimentos. Realizaes: MBA pela BSP Business School So Paulo / Toronto Administrador de Empresas pela Universidade Mackenzie Engenheiro pela FEI Seminrios Internacionais ICSC Las Vegas Seminrios Brasil ABRASCE, ALSHOP, NRF, GSMD Membro da International Who is Who Society Prmio Cidadania Empresarial 2002 Projeto Casulo ICE Pesquisador voluntrio USP Professor FAAP curso ps-graduao Shopping centers

Spot Identification and Evaluation


Trade spot identification and selection is performed with national range, comprising all analysis issues required for its evaluation: Location Demography Urbane structure Qualitative and quantitative urbane growth vectors Regional, express and local access Geographical barriers The trade spot evaluation is developed under commercial, financial economic and trade aspects, aiming to minimize risks in each new operation negotiation and implementation. In the commercial aspect the points required to site validation as indication for trade complex implementation are analyzed, from which we highlight: Demand and target public Commercial convergence Strategic Placement Synergy with the existing market Competition Regional exhibition and polarization In the financial economic aspect the points required to site validation as business opportunity are analyzed, comprising: Analysis of the commercial conditions regarding local market Time to availability of the spot Financial economic analysis of acquisition or leasing Development of forecasting and future flows for return measurement Several scenarios forecasting In the trade aspect, the points required to validation of the business for property acquisition and leasing are analyzed, from which we highlight: Analysis under the availability legal aspect Research and analysis of charge on property Research and analysis of charge on property owners Research and analysis of variables required to a long term deal and conciliated use of the property.

He works in the area since 1984. He developed his career focusing shopping centers planning, implementation and management, specializing in the development of business plans and in making enterprises implementation and expansion economically feasible. Achievements: MBA by BSP Business School So Paulo / Toronto Business Administrator by Mackenzie University Engineer by FEI International seminars ICSC Las Vegas Brazil Seminars ABRASCE, ALSHOP, NRF, GSMD Member of International Who is Who Society Cidadania Empresarial (Corporate Citizenship) Award 2002 Project Casulo ICE Voluntary researcher USP FAAP Professor shopping centers posgraduate

Dimensionamento O dimensionamento planejado de um shopping center proporciona ao empreendedor uma maior rentabilidade e conseqentemente um retorno mais rpido do investimento. importante dimensionar cada etapa do empreendimento compatvel com o mercado em desenvolvimento. O dimensionamento preciso de sua primeira fase e futuras expanses minimiza os investimentos iniciais, e maximiza o resultado atravs da reduo dos custos operacionais.

Sizing
A shopping center planned sizing provides to the entrepreneur larger profitability and consequently a quicker investment return. It is important to size of each stage of the enterprise compatible with the market in development. The accurate sizing of its first phase and future expansions minimizes initial investments and maximizes the result through operational costs reduction.

Architectural Study Estudo Arquitetnico


Com as informaes do estudo de mercado e com a tecnologia prpria no setor, a empresa orienta o arquiteto responsvel para que o shopping center seja projetado racionalmente, segundo as expectativas do pblico alvo do empreendimento, utilizando solues modernas que minimizem os custos de construo e operao, dentro dos critrios mundiais de qualidade, respeito ao consumidor e meio ambiente. With the market study information and with the own area technology, the company guides the architect in charge so that the shopping center is reasonably projected, according to the enterprises target public expectations, using modern solutions that minimize construction and operation costs, within world standards for quality, respect to consumer and environment.

Tenant Mix Definition Definio do Tenant Mix


Este sem dvida o ponto mais importante do planejamento de um shopping center. atravs dele que determinamos a vocao comercial do negcio, que pblico consumidor vamos atender, e como faz-lo. O tenant mix do shopping center planejado com base nos dados do estudo de mercado, a fim de oferecer ao pblico freqentador o perfil de lojas, servios e demais operaes desejadas, visando tambm gerar uma circulao adequada entre todas as reas do empreendimento. This is undoubtedly the most important point in the planning of a shopping center. It is through it that we establish the business commercial vocation, which consumer public we will attend, and how to do it. The shopping center tenant mix is planned based on the market study data, in order to provide to attending public, the profile of the shops, services and other desired operations, also aiming to produce proper circulation between all areas of the enterprise.

Viabilidade econmico-financeira econmicoCom as informaes do mercado residual, dados fsicos da rea disponvel, zoneamento e legislao local, elaborado o estudo de viabilidade econmico financeira. O estudo de viabilidade projeta para um perodo de 12 anos todo o comportamento do negcio, incluindo a fase pr-operacional com todos os custos para a implementao do empreendimento, e sua operao at o detalhe da projeo mensal de resultados. Com todas estas informaes e um conjunto de indicadores precisos como taxa interna de retorno, tempo de retorno do investimento, retorno mdio do capital investido e outros, os empreendedores e investidores passam a possuir uma ferramenta que indica com clareza a rentabilidade e os riscos envolvidos no negcio. O estudo de viabilidade econmica aliado a um rgido cronograma fsico-financeiro, incluindo custos de construo e de operao, fontes de financiamento e previso para lucro, asseguram ao empreendedor o retorno do seu investimento.
MARCOS SEMENZIM Empresrio e consultor de varejo desde 1982. Desenvolveu sua carreira voltada para o planejamento e desenvolvimento comercial em centros comerciais, especializandose na captao de novos negcios em varejo e na representao de redes operadoras. Realizaes: Bacharel em Direito Professor convidado USP curso Gesto de Shopping Centers PROVAR administrador de empresas Seminrios Internacionais ICSC, NRF NY Seminrios Brasil ABRASCE, ALSHOP, GSMD Prmio Top de Marketing 1995 e 1997 Prmio Mrito ABRASCE 2000 Professor FAAP curso ps-graduao Shopping centers

Financial economic feasibility


With residual market information, physical data of the available area, zoning and local law, the financial economic feasibility study is prepared. The feasibility study forecasts all behavior of the business for a 12 years period, including pre operational stage with all the costs to the enterprise implementation and its operation up to results monthly forecast detail. With all that information and a set of accurate indicators as internal return tax, time to investment return, investment capital average return and others, the entrepreneurs and the investors start to have a tool to clearly show the profitability and the risks implied in the business. The economic feasibility study together with a strict financial physical schedule, including construction and operation costs, financing sources and profit forecasting, assures to the entrepreneur the return of his investment.

Businessman and retail consultant since 1982. He developed his career focusing in planning and commercial development in shopping centers, specializing in the acquisition of new retail business and in operator networks representation. Achievements: Law Bachelor Guest professor USP Shopping Centers Management course PROVAR business administrator International seminars ICSC, NRF NY Brazil Seminars ABRASCE, ALSHOP, GSMD Top de Marketing Award 1995 and 1997 Mrito (Merit) Award ABRASCE 2000 FAAP Professor shopping centers posgraduate

Legal Arrangements
Legal instruments proper development in compliance with investors, entrepreneurs and market needs, provides a good relationship between shopkeepers and managers, minimizes costs and prevents long term demand. We develop the following works in this area: Condominium convention preparation. Expense Sharing Coefficients table preparation. Preparation of general standards governing leasing. Internal rules preparation. Shopkeepers association by-laws preparation. Leasing contract models preparation. Key money contract models preparation. Preparation and adjustment of civil condominium to New Civic Code.

Estruturao Jurdica
O desenvolvimento correto do instrumental jurdico em conformidade com as necessidades de investidores, empreendedores e mercado, proporciona um bom relacionamento entre lojistas e gestores, minimiza custos e previne demandas de longo prazo. Desenvolvemos os seguintes trabalhos nessa rea: Conveno de condomnio. Tabela de Coeficientes de Rateio de Despesas. Escritura de normas gerais regedoras das locaes. Regimento interno. Estatuto da associao de lojistas. Modelos de contrato de locao e cesso de direitos. Adequao do condomnio civil ao novo cdigo.

Desenvolvimento do Projeto
Para o desenvolvimento do projeto e para que ele se transforme de papel em negcio rentvel, a empresa atua em diversos pontos de extrema relevncia para o sucesso do empreendimento: Estabelecimento de plano estratgico de publicidade e ou de relaes pblicas para o lanamento e sustentao da fase de comercializao do projeto. Desenvolvimento, junto ao empreendedor de Tabela de Comercializao (preos e condies). Elaborao da estratgia de comercializao. Estabelecimento do comit de anlise e aprovao de propostas de locao. Acompanhamento do processo de comercializao do empreendimento, com participao no comit de anlise e aprovao. Participao em todo o desenvolvimento, assessorando os empreendedores tanto comercialmente quanto em todos os aspectos de coordenao geral do empreendimento.

Project Development
To the project development and in order to it turns from theory to profitable business, the company acts in several points of extreme significance to the success of the enterprise: Establishment of advertising and or public relations strategic plan for project leasing stage launching and supporting. Development of leasing conditions with the entrepreneur. Leasing and marketing strategy preparation. Establishment of the analysis committee and approval of leasing proposals. Leasing process follow-up, with participation in the analysis and approval committee. Participation in the entire development, advising entrepreneurs both regarding market and in all general coordination aspects of the business.

Operacionalizao
Para que se possa iniciar a operao propriamente dita, nossos profissionais contam com a experincia da implantao de inmeros shopping centers. A planificao, organizao, e efetivao das atividades administrativas do empreendimento um trabalho detalhado que compreende: Determinao das necessidades para pessoal administrativo e operacional do empreendimento. Definio dos cargos e perfil dos profissionais relevantes. Superviso da seleo e do treinamento do pessoal administrativo e operacional.

Operationalization
In order to be possible to begin the operation itself, our professionals count on experience in the implementation of countless shopping centers. The planning, organization and performance of the enterprise administrative activities is a detailed work comprising: Establishing requirements for the business administrative and operational personnel. Defining the relevant professionals positions and profiles. Monitoring administrative and operational personnel selection and training. 7

Coordenao da montagem do Comit Tcnico, englobando a seleo de pessoal qualificado, o estabelecimento do sistema para o acompanhamento das obras dos lojistas, a aprovao dos projetos e a instalao fsica das lojas individuais. Superviso e orientao das contrataes de prestao de servios e das equipes operacionais de terceiros (segurana, manuteno, paisagismo, limpeza e outros). Desenvolvimento dos manuais operacionais, e dos procedimentos de segurana, manuteno e limpeza. Determinao dos procedimentos operacionais da administrao, tendo por objetivo atingir o mximo de eficincia, tanto para os empreendedores como para os lojistas do empreendimento. Desenvolvimento de procedimentos e processos, incluindo formulrios e impressos padronizados. Superviso da montagem do sistema de "press-releases" e assessoria de imprensa. Coordinating the Technical Committee composition, comprising selection of qualified personnel, establishment of system to follow-up shopkeepers works, approval of projects and physical installation of the individual shops. Supervision and direction of services provisions contracting and contractors operation teams (security, maintenance, landscaping, cleaning and others). Preparing operational manuals and safety, maintenance and cleaning procedures. Establishing administration operational procedures, aiming to achieve maximum efficiency, both for the entrepreneurs and for the enterprise shopkeepers. Preparing procedures and processes, including standard forms. Monitoring the press-releases and press consultancy system composition.

Comercializao
Sem dvida alguma, a comercializao dos espaos num shopping center o ponto fundamental para o sucesso do empreendimento. O planejamento adequado da comercializao no considera apenas a necessidade de preenchimento dos espaos, mas sobretudo as condies mercadolgicas onde o shopping est inserido, os hbitos de consumo locais, e o mix idealizado para o empreendimento. Com um extenso cadastro de lojistas e potenciais investidores, alm de acesso direto a renomadas ncoras do mercado brasileiro, a empresa se destaca na seleo das operaes desejadas e no respeito s necessidades do negcio, de forma a atingir os resultados financeiros esperados e a preservar a qualidade do empreendimento a longo prazo. Desenvolvemos os seguintes servios:

Leasing
Undoubtedly, the leasing of the spaces in a shopping center is the fundamental point for success of the enterprise. The appropriate planning of the leasing process does not consider only the need for occupying the spaces, but especially the marketing conditions where the shopping center is inserted, the local consumption habits and the ideal mix for the business. With an extensive data base of shopkeepers and potential investors, in addition to direct access to renowned anchors of the Brazilian market, the company stands out in the selection of the desired operations and in the respect to the business needs, in order to reach the expected financial results and to preserve the malls long term quality. We develop the following services: 8

Pesquisa e Seleo de Lojistas Elaborao da relao de operadores lojistas com base no tenant mix previamente definido objetivando a identificao e seleo das operaes a serem prospectadas.

Shopkeepers Search and Selection


Preparation of the shopkeepers operators list based on the tenant mix previously defined aiming the identification and selection of the operations to be prospected.

Desenvolvimento de Novas Operaes e Operadores


Visando sempre o aprimoramento, alm dos tradicionais operadores do mercado, a empresa preocupa-se em trazer para os centros comerciais onde est envolvida, operadores que independente de estarem ou no instalados em shopping centers, possuem perfil profissional para isso.

Development of New Operations / Operators


Always aiming improvements the company seeks to bring for the involved shopping centers, in addition to the traditional market operators, operators who have professional profile for that, regardless being or not installed in shopping centers.

Business Development and Achievement Desenvolvimento e Concretizao de Negcios


A empresa realiza desde prospeco at receptivo de lojistas, anlise, elaborao de propostas para apreciao do comit, e elaborao dos contratos de locao e cesso de direitos. The company performs from prospection to acceptance of shopkeepers, analysis, preparation of proposals for appreciation by the committee, and preparation of the leasing and key money contracts.

Development of New Markets


Keeping us constantly updated regarding national and international retail trends, we prospect and represent enterprises in different markets, making feasible the implementation of new retail operations in those enterprises.

Desenvolvimento de Novos Mercados


Mantendo-nos constantemente atualizados em relao s tendncias nacionais e internacionais do varejo, prospectamos e representamos empreendimentos em mercados distintos, viabilizando a implantao de novas operaes de varejo nesses empreendimentos.

Gesto e Administrao
Foco Comercial e Negocial
Para qualquer tamanho de empreendimento, a perfeita distribuio dos diferentes ramos e categorias de varejo, determina a viabilidade financeira de todo o shopping e de todas as operaes nele contidas. O perfeito balanceamento da concorrncia interna e o atendimento das necessidades do mercado na zona de influencia so fundamentais para o sucesso. O conhecimento e a perfeita avaliao da concorrncia externa determinam como atender as demandas. O respeito concorrncia interna e externa so fundamentais, na conduo do perfeito equilbrio do mix e no melhor aproveitamento das oportunidades de varejo, que o mercado oferece. O entendimento do shopping center como negcio de varejo necessrio para se obter a melhor rentabilidade possvel nesse mercado.

Management and Administration


Commercial and Business Focus
For any size of enterprise, the perfect distribution of the different retail branches and categories determines the financial feasibility of the entire shopping center and of all its operations. Perfect balancing between internal competition and fulfillment of the market needs in the influence zone are critical for the success. Knowledge and perfect evaluation of the extern competition determine how to meet demands. Respect to internal and extern competition are critical to direct a perfect balance of the mix and to better explore the retail opportunities that the market offers. Understanding the shopping center as retail business is needed in order to have the best possible profitability in this market.

Tecnologia na Administrao e Operao


A empresa disponibiliza aos seus clientes uma gama de servios na rea administrativa que possibilita a implantao e otimizao de processos com aumento de produtividade em todos os departamentos. Atravs de estudos especficos para cada empreendimento, mensuramos e indicamos os pontos prioritrios de ao, aprimoramento e quando necessrio, de uma completa reestruturao. Com a determinao de procedimentos prprios para cada negcio nossos profissionais alcanaram em vrios empreendimentos a reduo significativa de custos operacionais, com aumento de velocidade e qualidade dos servios.

Technology in Administration and Operation


Semma makes available to its clients a range of services in the administrative area that makes possible processes implementation and optimization with productivity increase in all departments. Through specific studies for each business, we measure and indicate priority points for action, for improvement and, when needed, for a complete rearrangement. With the establishment of procedures proper for each business our professionals reached in several enterprises significant reduction of operational costs, with increased services speed and quality.

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Estrutura Organizacional Os trabalhos desenvolvidos na estrutura organizacional e nas funes de cada departamento englobam: Objetivos definio dos objetivos de cada departamento, suas tarefas e responsabilidades. Integrao definio das interfaces de interao intradepartamental objetivando a implantao de linhas de comunicao dinmicas entre os mesmos. Sistemas anlise da necessidade de ferramentas informatizadas de gesto e controle de forma a proporcionar a todos os nveis, controles e informaes compatveis com a necessidade de cada usurio, de forma integrada e racional. Manuais desenvolvimento e implantao de manuais de procedimentos para cada departamento. Na rea administrativa financeira implantao de rotinas e procedimentos para agilizao dos controles, permitindo uma precisa mensurao da utilizao de recursos com o devido acompanhamento gerencial. Na rea operacional implantao de rotinas e procedimentos de forma a maximizar a produtividade dos recursos prprios e terceirizados. Instrumental jurdico anlise e indicao das necessidades de implantao e ou adaptao s prticas atuais de mercado, dos seguintes instrumentos: Conveno de condomnio, Contrato de cesso de direitos, Contrato de locao, Normas gerais regedoras das locaes, Regimento Interno, e Estatuto da associao de lojistas. Planejamento e oramentao desenvolvimento do planejamento plurianual do empreendimento, compreendendo despesas condominiais, fundo de promoes, e fluxo de caixa dos proprietrios. Recursos humanos - conceituao, planejamento e reviso dos processos de gesto de recursos humanos, des-

Organizational Structure
The works developed in the organizational structure and in the functions of each department include: Goals definition of each department goals, its tasks and responsibilities. Integration definition of intradepartmental interaction interfaces aiming the implementation of dynamic communication lines among them. IT analysis of the need for computerized management and control tools in order to provide in all levels controls and information compatible with each user need, in an integrated and reasonable way. Manuals development and implementation of procedures manuals for each department. In the financial administrative area implementation of routines and procedures for better control, allowing an accurate measurement of the resource use with the proper management follow-up. In the operational area implementation of routines and procedures in order to maximize the productivity of own and third parties resources. Legal instruments analysis and indication of implementation needs and or adaptation of the following instruments to the current market practices: Condominium convention, Key money contract, Leasing contract, General standards governing leasing, internal rules, and shopkeepers association by-laws. Planning and budgeting development of the enterprises multi-year planning, comprising condominium expenses, promotions funds and owners cash flow. Human resources - definition, planning and review of the human resources management processes, from the defi11

de a definio do organograma at a seleo de pessoal. nition of the organization chart to the selection of personnel.

Revitalizao de Empreendimentos Malls Revitalization


O dinamismo do varejo impe aos empreendimentos uma constante necessidade de atualizao, em relao s suas instalaes, metas e principalmente em relao ao seu consumidor. Se pesquisarmos o mercado nacional, encontraremos exemplos de empreendimentos que devido ao seu planejamento ou a no modernizao, no atingiram e ou perderam seu pblico consumidor. The retail dynamism imposes to enterprises a constant updating need regarding their installations, goals and especially in relation with their consumer. If we investigate the national market, well find examples of enterprises that due to their planning or lack of modernization did not reach and or lost their consumer public.

Diagnstico Operacional
Para estes casos, desenvolvemos o servio de diagnstico e revitalizao. O objetivo de um diagnstico operacional estabelecer o real potencial de um shopping center em termos de vendas, receitas e resultados, e comparar a performance encontrada com o potencial originalmente esperado. O resultado final , atravs da identificao dos pontos fortes e fracos do seu desempenho histrico e atual, a apresentao e implementao dos passos necessrios para aproximao da operao real ao potencial do empreendimento. Para a consecuo desses objetivos, necessrio que o Shopping Center seja analisado dentro do contexto de seu mercado consumidor, concorrncia, caractersticas operacionais, etc.

Operational diagnosis
For those cases, we develop the diagnosis and revitalization service. An operational diagnosis goal is to establish the actual potential of a shopping center in terms of sales, revenues and results, and compare the performance met with the originally expected potential. The final result is, through its historical and current performance strengths and weakness identification, the presentation and implementation of the steps necessary for take the actual operation close to the enterprise potential. To achieve those goals, it is necessary that the Shopping Center is analyzed within the context of its consumer market, competition, operational characteristics, etc.

Plano de Revitalizao
O plano de revitalizao baseia-se na anlise detalhada do negcio e contempla um conjunto de aes corretivas englobando entre outros aspectos, o seguinte: Tenant Mix - Anlise do Tenant Mix atual e comparativo com as necessidades reais; determinao de faltas e excessos, aes a serem tomadas. Lojas Vagas - Anlise da situao atual e do processo de comercializao de lojas vagas.

Revitalization Plan
The revitalization plan is based on the business detailed analysis and considers a set of corrective actions comprising, among others, the following: Tenant Mix - Current Tenant Mix analysis and comparison with the real needs; determination of lacks and excesses, actions to be taken. Vacant shops - Current situation and vacant shops leasing process analysis. 12

Pblico Consumidor e Comunicao - Identificao do pblico atual, anlise deste vs. pblico alvo, como tambm avaliao da eficincia dos esforos publicitrios. Potencial Total de Vendas do Empreendimento - Anlise das vendas realizadas em comparao com seu potencial e conseqente estimativa do potencial a realizar do empreendimento. Plano Operacional - Identificao de eventuais problemas e indicao das aes corretivas cabveis. Anlise Comercial - Identificao do posicionamento do shopping vs. as expectativas dos Empreendedores vs. desempenho de empreendimentos similares. Identificao de reas e aes para melhoria. Anlise Financeira - Definio da rentabilidade do shopping em comparao a seus similares. Identificao das faixas de desempenho aceitveis para o tipo de empreendimento em anlise, sugestes cabveis. Anlise da vida econmica, tendncias, potencial, perspectivas, obsolescncia e liquidez. Consumer public and Communication - Identification of the current public, analysis of that vs. target public, as well as evaluation of advertising efforts efficiency. Enterprises Total Sales Potential - Analysis of the sales performed in comparison with its potential and resulting estimate of the enterprise potential to be achieved. Operation plan - Identification of eventual problems and indication of proper corrective actions. Commercial analysis - Identification of the shopping center location vs. the Entrepreneurs expectations vs. the performance of similar enterprises. Identification of areas and actions for improvement. Financial analysis - Definition of the shopping center profitability in comparison to those similar. Identification of performance ranges acceptable for the kind of enterprise analyzed, appropriate suggestions. Analysis of economical life, trends, potential, perspectives, obsolescence and solvency.

Viabilizao e Funding
Avaliaes
O objetivo de uma avaliao determinar com preciso o real valor do negcio de forma a propiciar a seus proprietrios parmetros para transao de compra e venda de cotas de participao e ou apropriao do valor em seus registros. O trabalho de avaliao de empreendimentos desenvolvido de acordo com as tcnicas mais adequadas, levando em conta sua atual capacidade de gerao de caixa, potencial de crescimento e possibilidades de expanso. A metodologia utilizada a de fluxo de caixa previsto descontado. Os seguintes pontos so considerados: Reviso do estado fsico do empreendimento Reviso do fluxo de caixa atual

Feasibility and Funding


Evaluations
The objective of an evaluation is to accurate establish the business actual value in order to provide to its owners parameters to shares purchasing and selling transactions and or appropriation of the registered value. Business evaluation work is developed as per the most appropriate techniques, taking into account their current cash generation capability, growth potential and expansion opportunities. The methodology used is discounted expected cash flow. The following items are taken into account: Enterprises physical state review Current cash flow review 13

Clculo da Taxa Interna de Retorno Anlise dos Indicadores de Performance Potencial de crescimento Possibilidades de expanso Com base nas premissas estabelecidas e nas informaes coletadas, desenvolvido fluxo de caixa para um perodo de 12 anos considerando o status atual do empreendimento, seu potencial de crescimento e eventual possibilidade de expanso. O fluxo de caixa descontado em intervalos de taxas de desconto de maneira a proporcionar a viso do valor econmico do empreendimento. Internal Rate Return Calculation Performance Indicators Analysis Growth potential Expansion opportunities Based on the established assumptions and collected information, cash flow is developed for a 12 years period taking into account the current status of the business, its growth potential and potential expansion opportunity. The cash flow is discounted in several rates intervals in order to provide vision of the business economical value.

Planos de Negcios
Desenvolvemos planos de negcios para implantao de empreendimentos, expanses e projetos especficos, utilizando-se de metodologia consagrada para a apresentao e anlise de negcios. A existncia de um Plano de Negcios possibilita a diminuio da probabilidade de insucesso de projetos, uma vez que riscos e situaes operacionais adversas sero previstas no seu processo de elaborao, assim como a elaborao de planos de contingncia. Os planejamentos de marketing, operacional, de crescimento, e outros so refletidos no plano financeiro do projeto, permitindo a visualizao dos recursos financeiros necessrios sua execuo e possibilitando o planejamento da sua captao. O Plano de Negcios ajuda a encontrar um caminho para o futuro da empresa. O objetivo adquirir atravs da sua elaborao o conhecimento suficiente do tipo de negcio ou servio que est sendo analisado, os objetivos perseguidos, os clientes atuais e potenciais, os mercados, os preos, a concorrncia, os recursos financeiros disponveis, as operaes e o ambiente externo, de maneira a permitir um melhor gerenciamento das operaes, o estabelecimento de estratgias que permitam a consecuo de melhores resultados. Serve tambm como instrumento de comunicao entre a empresa e os vrios agentes externos como clientes, bancos, investidores, agncias de financiamento e empresas de capital de risco.

Business plans
We develop business plans for enterprises implementation, expansions and specific projects, using a renowned methodology for business presentation and analysis. The existence of a Business Plan makes possible the reduction of projects failure probability since risks and adverse operational situations will be expected during its preparation process, as well as the preparation of contingency plans. Marketing, operational, growth, and others planning are reflected in the project financial plan, allowing the preview of the financial resources necessary to its execution and making possible its acquisition planning. The Business Plan helps to find the best way to the companys future. The goal is to acquire through its preparation sufficient knowledge of the kind of business or service that is being analyzed, goals pursued, current and potential clients, markets, prices, competition, financial resources available, operations and the extern environment, in order to allow a better management of the operations, the establishment of strategies allowing to achieve better results. It serves also as a communication instrument between the company and several extern agents as clients, banks, investors, financing agencies and venture capital companies.

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Estruturao de Funding e Parcerias A consolidao do segmento de shopping centers, a criao de fundos imobilirios, a recente retomada da economia, faz surgir no mercado novos investidores, nos mais diversos perfis, interessados nesses empreendimentos. Para empreendedores que desejam expandir seus negcios com a diluio de riscos em diferentes projetos, o conhecimento desse mercado de investidores necessrio. A Semma e suas parceiras globais disponibilizam ao empreendedor brasileiro a prospeco de investidores internacionais para a viabilizao de negcios relacionados a shopping centers no Brasil. Esses servios incluem tambm a estruturao dessas transaes, englobando: Anlise da viabilidade comercial do negcio; Elaborao da viabilidade econmico-financeira para prospeco; Identificao de investidores no mercado mundial; Apresentao do negcio investidores; Negociao das condies propostas; Estruturao da documentao do negcio; Estruturao jurdica de SA e SPE para viabilizao dos investimentos. Your Route to the Global Market Place...

Funding and Partnerships Arrangement


The shopping centers segment consolidation, the creation of real state funds, the recent economy recovering, rise in the market new investors, in several different profiles, interested in those enterprises. For entrepreneurs wishing to expand their business with risks dilution in different projects, knowledge of this investors' market is necessary. Semma and its global partners make available to the Brazilian entrepreneur prospection of international investors to make feasible business relating to shopping centers in Brazil. Those services also include the structuring of those transactions, comprising: Analysis of the business commercial feasibility; Preparation of the financial economic feasibility for prospection; Identification of investor in the world market; Presentation of the business to potential investors; Negotiation of proposed conditions; Business documentation structuring; Legal structuring of SA and SPE to make the investments feasible. Your Route to the Global Market Place...

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Clientes Atendidos Attended Clients


ABC Plaza Shopping Aruan ShoppingSinopMT Asperbras Incorporaes e Negcios Imobilirios Banco Francs e Brasileiro Banco Votorantim Barra Sol Shopping BRB - Banco de Braslia Buriti Shopping Guaratinguet Caedu Center 3 Center Shopping Uberlndia Chiks Center Comercial Vulcabras / Reebok Construtora Khouri Continental Shopping Center (Top de Marketing 1995) Coop Cooperativa de Consumo Cyrela Empreendimentos lmob. Ltda. D. Paschoal Construtora Foc Empreendimentos Imobilirios Fortaleza S.A. Empr. Imob. (Unibanco) FUNBEP Fundo Multipatrocinado Fundao CERES Fundao CESP Fundao de Seguridade Social Braslight Fundao Duratex Fundao Eletrosul de Prev. - ELOS Fundao PREBEG Fundao Promon Galleria Shopping Garden Shopping Catanduva Goiabeiras Shopping Center Governo da Provncia de Luanda - Angola GR Properties Grupo Otto Andrade Grupo Pato Branco GSMD Habibs Induscred Limeira Shopping Infraero Aeroportos Brasileiros

Inocoop - SP Instituto Rhodia Intermall Empreendim. e Participaes Itasa Empreendimentos S.A. Ja SA Construtora Kinaxixi Mixed ComplexLuandaAngola Lagoinha Shopping Lojo do Brs Luzinia Shopping Maxishopping Jundia Mendona Empreendimentos Ltda. Nacional Engenharia Nivoloni Empreendimentos North Shopping Barretos North Shopping Fortaleza (Top de Marketing 1997) Odebrecht Park Shopping Vilhena Participaes e Comrcio Anhumas EPTV Ptio Central Shopping Ptio Londrina Empreendimentos - Sonae Plaza Avenida Shopping Plaza Shopping Itavuvu Plus Empreendimentos PRESILD Nova Rede Comercial - Angola Prevunio - Fundao White Martins Promon Empreendimentos Queiroz Galvo - ACLF Raposo Shopping Regius Sociedade Civil de Prev. Privada Reunidas Paulista Rio Preto Shopping RMA Engenharia Road Shopping Rossi Residencial Santista Empreendimentos e Participaes So Luiz Empreendimentos e Participaes So Paulo Alpargatas Savas Empreendimentos e Const. Ltda. SCG Campinas Participaes Shopping Americanas Shopping Bougainville Goinia Shopping Center Catua Shopping Center Eldorado

Shopping Center Lapa (Mrito ABRASCE 2000) Shopping Center Liberty Mall Shopping Center Neumarkt Blumenau Shopping Center Piracicaba Shopping Center Recife Shopping Center Santa rsula Shopping Center Uberaba Shopping Cidade Shopping D Shopping Fiesta Shopping do Vale (Ipatinga) Shopping Jacare Shopping Miramar Shopping Pedra Branca Shopping Praiamar Shopping Volta Redonda Somar Construtora Splice SPL Construtora e Pavimentadora Supermercados Lopes Unimart Shopping Vale Sul Shopping Vale Verde ShoppingPindamonhangaba VALIA - Fundao Vale do Rio Doce Via Vale Shopping Vitria Park ShoppingVitria de Santo AntoPE Warre Engenharia

Rua Pedroso Alvarenga, 1.046 cj 205 04531.004 So Paulo SP Phone +55 11 3141-0877 3141contato@semma.com.br www.semma.com.br
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