Speed to Market
    Category: Entrepreneurs By : Sonya Angraini Read : 3941 Date : Wednesday, December 03, 2014 - 23:16:43


    Toto Santiko Budi for Forbes Indonesia

    Property company ForzaLand takes its name from a type of racing event, the Forza GT3, that the firm’s two founders Dedy Widiyanto and Freddy Setiawan started in Jakarta. Ironically, the pair recently stopped the races but the name lives in the property company (“forza” means force in Italian). Founded in 2011, the pair says that ForzaLand has a different approach from other developers. “We want to add creativity in each of our products. It has to be fun, creative and unique in its own segment,” says Dedy, 32, who is also the chief executive. “Every product we create is a signature product.”

    All projects of ForzaLand have the word “one” in the name, which is one way to emphasize the uniqueness of its projects. The company currently has three projects under construction and two more in Bali to start construction next year. The company’s first project is One Casablanca Residence, located in the center of Jakarta on 5,000 sqm land. Targeting the middle-upper buyers, the 23-story residence offers a total of 119 units and is expected to finish construction in mid-2016. The residence will provide state-of-the-art facilities, such as an infinity pool and a rooftop jogging track.

    The next project is One Azure, which started construction six months ago. The apartment is located in Serpong and is also built on 5,000 sqm land. Due to the many educational institutions near the location, the target market for the apartment is students or young professionals. The 49-story apartment will have a total of 1,000 units with three types of room: studio, one bedroom and two bedrooms. The construction is expected to finish in 2018. The third one is One Sendawar, built on a nine-hectare site and located in East Kalimantan. One Sendawar will be a multiuse building, including retail space and an accompanying hotel. “The hotel will allow us to have recurring income,” says Dedy. He says the ForzaLand would like to develop more hotels in the future.

    Next year will be a busy year for the company. It will launch two properties, One Uluwatu and One Ungasan in Bali, and each built on a one-hectare area. One Ungasan will be an apartment and located in the southern part of Bali, next to luxury hotels such as Banyan Tree and Bulgari. One Uluwatu will be a complex of 24 villas. For all the ongoing projects, the company has set aside around Rp 5 trillion for the next three to four years, says Dedy, and the fund will be derived from the company’s internal cash.



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