1.1 Background
Every people need a living place because it is one of the primary needs as a human being in life. Nowadays, every citizen chooses their living place based on their economical condition and their need.
As the citizen of Jakarta increase continuously every year which is 7,512,323 in the year of 2005 and 7,552,444 in the year of 2007 (http://id.wikipedia.org.wiki.jakarta), It increase the citizen needs of good living place which approximately 4.5 million unit until mid 2008, this number needed to be fulfilled by government or property sector developer to reduce the number of citizen that have no place to live.
The price of land in Jakarta is getting higher because the amount of land in Jakarta is decreasing. It caused, the most of Jakarta citizens coming from middle low class was choosing a living place in sub-urban area because the price of land in urban area is higher than sub-urban. Beside of that, in sub-urban area the citizen could find the beautiful view and fresh air (back to the nature concept). However, it can make the citizen productivities tend to decrease because the distance of their living place to activity place takes a long time and a lot of money needed.
The productivity of citizen could be return by build a comfortable residence in the urban area with an affordable price. Moreover the increase of world oil fuel price, the citizen should be managing the expenses efficiently. Nowadays, in big city cannot be use a horizontal concept by spread a living area, but it must focuses in single spot in the urban area. With the existence of government plan to build a new concept of good mass transportation in Jakarta such as Busway, Monorail, and Subway, subsidized apartment would more become priority for the society to be the place to live in urban area than sub-urban area.
In other hand, the government has a program to subsidy the citizens that have income bellow four million rupiah to build their living place. Therefore the developer could make it as a business opportunity to develop the subsidized apartment in Jakarta.
1.2 Business description
East Park Apartment will be developed to fulfill community needs of living place. This project will be incorporated with the province government of DKI Jakarta. This apartment will have three towers, and each tower has twelve floors and will be developed above 1.8 ha land area.
East Park Apartment will be completed by many facilities that similar with middle-high class apartment, such as each tower will have two lifts. Beside of that, this apartment will have wide car park area, emergency exit, swimming pool, laundry, beauty care, mini market, fitness centre, ATM gallery, restaurant, fire extinguisher system, and meeting point. To give privacy for tenant, each unit completed of access card and CCTV camera. So, there will be no stranger come inside the apartment. Moreover, beside the East Park Apartment, developer will build many modern facilities such as hospital, shopping center, entertainment center, and public school.
The apartment will be located inside of Jatinegara Indah housing estate in Jl. DR. KRT. Radjiman Widyaningrat, Cakung, East Jakarta. So, it could accommodate people who work in East Jakarta area.
1.3 Scope
This business will focus in East Jakarta area because the targeted market is mostly has activities in that area. Moreover, the land price in East Jakarta is still affordable for the middle class societies. In line with that, the amount of DKI Jakarta citizens which are 7.512.323 people are mostly (25%) came from East Jakarta. (http://id.wikipedia.org.wiki.jakarta),
