Building an effective Team for the Pre-launching stage of Madison Avenue Apartment Project in Surabaya

Building an effective Team for the Pre-launching stage of Madison Avenue Apartment Project in Surabaya

Project Title

Building an effective Team for the Pre-launching stage of Madison Avenue Apartment Project in Surabaya

Project Objectives

PT Arthamas Sejahtera Company plans to execute the Madison Avenue Apartment project in Surabaya, which is expected to launch in either January or February of 2017. The pre-launching sales are expected to be made within three months before the project is launched. The project desires to get the best out of every employee that is involved with the organization. This means that all the departments should work extra hard in order to actualize this prospect. Failure in one department might result in failure of the entire project. In this case, the relevant department that is being put into consideration for this analysis is the business development department. This department is coupled with the responsibility of ensuring that the pre-launching sales levels for the company’s project have met a favorable threshold.  This will only happen if the team involved is effective in the execution of the desired tasks. Failure to do this will result in an added cost burden on the side of the company based on the funding prospects of the project. If past experiences are anything to go with, this might prove to be quite difficult. There have been conflicts among the team members in the past, which are usually based on varied reasons. These conflicts have usually resulted in laxity in some areas hence hindering effective execution for some areas of the project.

For this reason, it is paramount to build an effective team in order to ensure that optimal results have been derived. Among the ways that his can be done is through building positive relationships among the team members, ensure effective communication, and solve conflicts among the members. When every team member becomes effective in their scope of operation, this is likely to increase productivity (Wheelan, 2012). Productive workers usually have an impact on the profit levels that prevail in any given organization.

There will be the objective of trying to move the team members from the storming and forming stages of team development to the norming and performing stages. This will mean that the members will move from the aspect of individualism that is usually coupled with anticipation, anxiety, uncertainty, frustration, resistance, tension and anger among others. This will lead them to conforming and adjusting to the team environment that will make them highly effective. This will be signified by cohesion, acceptance, cooperation, satisfaction, empowerment and interdependence among others.

The strive for ensuring that there is an effective team is based on the idea that it will help in the efficient execution of activities. When the team is performing effectively, the probability of making extra pre-launching sales increases significantly. This would mean that the company will have to incur reduced cost on the investment since the avenues of capital generation have been diversified.

Project Description

PT Arthamas Sejahtera Company is a property developer that is involved in the construction of varied properties for both domestic and commercial purposes. Most of the buildings developed are meant for sale or renting purposes. This is usually dependent on the nature of the building and the area where it is located. The current project that the company is involved with is the Madison Avenue Apartment in Surabaya. Currently, the project is in the pre-launching stage where adequate arrangements are being made to ensure that everything works out as planned.

In this stage, there are various activities taking place. Among them is the enhancement of pre-launching sales. My department has been tasked with this responsibility. I am in the business development department, and the department has been accorded the responsibility of ensuring that various marketing techniques have been established in order to ensure that there is a favorable pre-launching sales level. This aspect runs deep, and it is not a mere advertisement prospect. It will go a long way into deciding what time the project will take place and the budget to be involved. Based on how the company usually operates, the funds used in the construction of buildings usually comes from the company, bank and buyers money. The company is usually expected to contribute 30% of the total cost, 20% comes from the bank and 50% from the money collected from the buyers. This break down shows how it is important for the company to actualize favorable pre-launching sales since it accounts for half of the capital being used in the project. The company has set up an incentive that would work to attract buyers into purchasing different stocks when the project is at the pre-launching stage. When buyers purchase the apartments during the pre-launching stage, they will find the price being 10% cheaper compared to the launching stage. This is likely to entice most buyers to act while the project is at the pre-launching stage.

This shows why it is important to build an effective team in the business development department. If there is a failure in any aspect, and it results in reduced pre-launching sales, the entire project would be in jeopardy. This is because the company will be forced to rearrange most of its plans in order to accommodate the complacency presented by the team. The only way to ensure that this goes well, it is to identify the weakness areas in the team and identify suitable solutions. There ought to be cohesion and collaboration at all levels. When a team is effective, the probability of success is usually high. Applying individual proponents will only work to delay the progress that is highly anticipated.

Project Timetable

The project has had an extensive timetable since it first came into inception. Initially, there were deliberations among the top level executives regarding this project at the beginning of the year. Most of the issues that were being discussed were on the appropriate project that the company would start at the beginning of 2017. There was a need for deliberating the nature and type apartments that the company deemed fit for progression purposes. Choosing the location was also an important decision since it ought to have suited the nature of the project that was being deliberated upon.

Currently, the project is at the pre-launching stage. The launching stage is expected to take place in January or February. The project is anticipated to take 18 months for completion after it has been launched. This paper is focusing on the pre-launching stage where the business development department has been tasked with ensuring that the pre-launching sales have reached the desired level. For this reason, there is a need to develop an effective team. The business development department has been experiencing varied issues among the team members that have been acting as an obstacle to actualizing efficiency. Eliminating such aspects will be critical in ensuring that the team manages to scale-up the pre-launching sales.

The pre-launching stage is expected to take place around 2 or 3 months. During the first month, the team members are briefed about the project and the deliverables that are expected at each stage. There is an outline of the threshold that each member has to actualize. This is then followed by a selection of the appropriate individuals to undertake this phase of the project. The responsibilities have been spread among all the members. Each member will have a specific task during this period. The marketing aspects will commence on the first month of the pre-launching stage. It will involve phone marketing, internet marketing, connections with property agents and presentations in clients’ meetings among others. There is no set deadline on when various aspects should be executed. The main issue is ensuring that pre-launching sales have reached the desired levels before the launching stage commences. It is upon the relevant department to ascertain various activities that they will be undertaking for this purpose, and then establish their own timetable for conducting various activities.

Project Deliverables

This project aims at ensuring that the team members involved with the pre-launching stage operate effectively. From previous experience, there have been numerous conflicts among the team members on varied issues. Among the common conflicts that tend to surface is that of designating roles. Some members are not contented with what has been allocated to them, and they feel like their colleagues have been assigned better roles. There is also the aspect of differing opinions which tends to slow down the activities being undertaken. There are times when everyone wants their opinions to be put into consideration regardless of what is being done. This is not possible since there is always a limitation based on the nature of the project (DuFrene & Lehman, 2011). It is an indication of how the team operates as individuals and not as a collaborative team. Other issues that seem to bring conflict within this department are resource assignments, schedules, priorities of resource time, personality clashes and administrative procedures. Persistence of these conflicts would make it quite difficult for the team to meet the required deadlines and execute the work in the desired manner.

That is why there ought to be steps being taken to ensure that an effective team has been built. There are deliverables to be actualized in order to ensure that the team operates effectively. In any team, conflict is inevitable, and that is why project managers should expect conflict in teams that they have responsibility for. Some of these conflicts can avoided or managed. Efficient conflict resolution is vital for the success of the project. The expected deliverables of managing an effective team will be that every member of the team will have a clear understanding of the project’s objectives. Every individual will also have a clear expectation of what they are required to do hence eliminating the conflict that comes with roles and responsibilities allocation. A high degree of collaboration and cooperation will be enhanced too. This will be vital in ensuring that individuals work in partnership hence strive to attain similar objectives. An atmosphere of open communication coupled with high level of trust will be actualized too.

Building an effective team will mean that every member will work optimally to ensure that the pre-launching sales target have been achieved. When it comes to the cost of the project, the company is expected to contribute 30% of the total cost, 20% from the bank and 50% from the money collected from the buyers. The money coming from the buyers is the one emanating from the pre-launching sales. This means that if team is not effective, and hence fails to actualize favorable pre-launching sales, the company will have to borrow an increased percentage of the total capital required from the bank. Any money from the bank comes with extra cost due to the interest charges involved. However, if the team is effective in the pre-launching activities, it would help in increasing the sales levels. In case more sales are made than it is expected it will help the company is reducing the project’s cost. This is because there will be a reduction of the amount that will be borrowed from the bank hence saving the company the interest charges that would have been incurred.

Project Methodology

In order to ensure the building of an effective team, the methodology that is going to be used is the enhancement of collaboration, which is a conflict resolution style. Most of the conflicts being experienced in the business development department come as a result of individualism. People get entangled in their own personal issues and mentality hence making it difficult to function as one team. This team is more in the forming and storming stages of team development. This is because there is a lot of anticipation, enthusiasm, anxiety, and uncertainty that are engrained on personal perspectives. People are still straining to figure out the team environment even though they have been working together for some time now. With increased collaboration in this working environment, the team members will have the opportunity of moving to the next stages of norming and performing. This will ensure that they have all conformed and adjusted to the team’s environment. In this actualization, the levels of camaraderie, cohesion, cooperation and acceptance within the team will improve significantly. The team will also become more effective due to the aspects of unity, commitment, satisfaction, confidence, interdependence, empowerment and openness (Wheelan, 2012).

Collaboration usually enhances efficient communication and improved commitment. People end up feeling like part of the team since their interests are being taken into consideration. All parties end up understanding each other and are aware of the things to avoid in order to prevent potential conflict (DuFrene & Lehman, 2011). t. The effectiveness that comes with collaboration will ensure that is able to make as many pre-launching sales as possible due to the synergy that has developed.

Project Team

The business development department has six members. There is an adequate gender balance since there are three females and three males. The female members include Daisy, Imelda and I. Male members include Irawan, Edo and Kos. Irawan is the team leader meaning that he will be responsible for guiding the other members on the pre-launching stage of this project. Having a team of six members will make it possible to enhance the concept of collaboration in order to eradicate the conflicts that usually emanate during execution of varied projects. This is because the number is small hence it its quite easy to manage and collaborate. The effectiveness that will accrue as a result is likely to improve the pre-launching sales hence reducing the cost of investment that the company would have incurred altogether.



DuFrene, D. & Lehman, C. (2011). Building high-performance teams (1st ed.). Mason, OH:          South-Western Cengage Learning.

Wheelan, S. (2012). Creating Effective Teams: A Guide for Members and Leaders (1st ed.). New York: SAGE Publications.


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