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SouthEast Mega Homemaker Centre Pakenham, Victoria Marketing

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					SouthEast Mega Homemaker Centre
       Pakenham, Victoria

      Marketing assistance


         February 2007

    Deep End Services Pty Ltd




                                  0
SouthEast Mega Homemaker Centre

                 •   The SouthEast Mega Homemaker
                     Centre is to be built on a site at the
                     intersection of Princes Fwy
                     (Pakenham Bypass) & Koo Wee
                     Rup Rd in Pakenham, 55 km south
                     east of the Melbourne CBD

                 •   The centre will comprise
                     approximately 40,000 sqm of
                     homemaker retail floorspace along
                                         warehouse
                     with a 10,000 sqm Bunnings in
                     a total centre a total centre
                     Warehouse inof 50,000 sqm of
                     50,000 sqm

                 •   The centre will occupy
                     approximately 15 hectares of the
                     164 hectare SouthEast Business
                     Park development
                                                              1
                                 Catchment area definition




•   Primary catchment comprises Pakenham, Officer & Koo Wee Rup while the Secondary East comprises Tynong, Warragul,
    Cockatoo & Korumburra and the Secondary West catchment comprises Berwick, Beaconsfield, Emerald & Tooradin
•   Definition of catchment is conservative – patronage also expected from the Latrobe Valley, Leongatha and Phillip Island 2
                              Catchment area demographics (2001 Census)
Demographic characteristic                             Primary             Secondary East      Secondary West      Total catchment      Melbourne
                                                       No            %         No         %        No         %        No          %        No/%


Usually resident population                         20,902             -    48,139         -    23,978         -    93,019          -    3,357,887
Total occupied dwellings                             6,985             -    16,672         -     7,738         -    31,395          -    1,180,408
Usually resident persons per dwelling                 2.99             -      2.89         -      3.10         -      2.96          -         2.84

Age group - usual residents
0-9                                                  3,626         17%       7,293     15%       3,860     16%      14,779      16%          13%
10-19                                                3,259         16%       7,933     16%       3,805     16%      14,997      16%          13%
20-29                                                2,463         12%       4,684     10%       2,599     11%       9,746      10%          15%
30-39
40-49
                                                     3,448
                                                     2,910
                                                                   16%
                                                                   14%
                                                                             6,862
                                                                             7,432
                                                                                       14%
                                                                                       15%
                                                                                                 3,695
                                                                                                 3,906
                                                                                                           15%
                                                                                                           16%
                                                                                                                    14,005
                                                                                                                    14,248
                                                                                                                                15%
                                                                                                                                15%
                                                                                                                                             16%
                                                                                                                                             15%
                                                                                                                                                     •   The demographic profile of the
50-59
60-69
                                                     2,172
                                                     1,378
                                                                   10%
                                                                    7%
                                                                             5,707
                                                                             3,835
                                                                                       12%
                                                                                        8%
                                                                                                 2,855
                                                                                                 1,446
                                                                                                           12%
                                                                                                            6%
                                                                                                                    10,734
                                                                                                                     6,659
                                                                                                                                12%
                                                                                                                                 7%
                                                                                                                                             11%
                                                                                                                                              7%         catchment area can be characterised as:
70+                                                  1,646          8%       4,393      9%       1,812      8%       7,851       8%           9%
Total                                               20,902        100%      48,139    100%      23,978    100%      93,019     100%         100%          –   Large households
Country of birth - usual residents
Australia                                           17,164         86%      40,495     89%      18,621     82%      76,280      86%          70%          –   Very young
United Kingdom                                       1,214          6%       2,444      5%       2,031      9%       5,689       6%           5%
Netherlands
Italy
                                                       285
                                                       177
                                                                    1%
                                                                    1%
                                                                               549
                                                                               345
                                                                                        1%
                                                                                        1%
                                                                                                   337
                                                                                                   133
                                                                                                            1%
                                                                                                            1%
                                                                                                                     1,171
                                                                                                                       655
                                                                                                                                 1%
                                                                                                                                 1%
                                                                                                                                              0%
                                                                                                                                              3%
                                                                                                                                                          –   Predominantly born in Australia
Other
Total
      (1)
                                                     1,108
                                                    19,948
                                                                    6%
                                                                  100%
                                                                             1,869
                                                                            45,702
                                                                                        4%
                                                                                      100%
                                                                                                 1,651
                                                                                                22,773
                                                                                                            7%
                                                                                                          100%
                                                                                                                     4,628
                                                                                                                    88,423
                                                                                                                                 5%
                                                                                                                               100%
                                                                                                                                             22%
                                                                                                                                            100%          –   Below average income levels (although
Annual individual income - usual residents(2)                                                                                                                 close to the Melbourne average in the
Nil or negative
$1-$6,240
                                                       945
                                                     1,150
                                                                    7%
                                                                    8%
                                                                             2,319
                                                                             2,737
                                                                                        7%
                                                                                        8%
                                                                                                 1,226
                                                                                                 1,403
                                                                                                            7%
                                                                                                            8%
                                                                                                                     4,490
                                                                                                                     5,290
                                                                                                                                 7%
                                                                                                                                 8%
                                                                                                                                              7%
                                                                                                                                              7%              Secondary West)
$6,240 - $15,600                                     3,827         27%       9,984     30%       3,550     21%      17,361      27%          26%
$15,600 - $26,000
$26,000 - $36,400
                                                     2,836
                                                     2,419
                                                                   20%
                                                                   17%
                                                                             7,106
                                                                             5,053
                                                                                       21%
                                                                                       15%
                                                                                                 3,062
                                                                                                 2,589
                                                                                                           18%
                                                                                                           15%
                                                                                                                    13,004
                                                                                                                    10,061
                                                                                                                                20%
                                                                                                                                16%
                                                                                                                                             17%
                                                                                                                                             15%
                                                                                                                                                          –   Home purchasers
$36,400 - $52,000
$52,000 - $78,000
                                                     1,904
                                                       858
                                                                   13%
                                                                    6%
                                                                             3,654
                                                                             1,908
                                                                                       11%
                                                                                        6%
                                                                                                 2,615
                                                                                                 1,616
                                                                                                           16%
                                                                                                           10%
                                                                                                                     8,173
                                                                                                                     4,382
                                                                                                                                13%
                                                                                                                                 7%
                                                                                                                                             14%
                                                                                                                                              8%          –   Families with children
$78,000 or more                                        357          2%         681      2%         787      5%       1,825       3%           5%
Total
      (1)
                                                    14,296        100%      33,442    100%      16,848    100%      64,586     100%         100%          –   High motor vehicle ownership
Average per capita income                          $18,091             -   $17,245         -   $21,392         -   $18,504          -     $21,626
Variation from Melbourne average                         -       -16.3%          -   -20.3%          -    -1.1%          -    -14.4%            -

Occupied private dwelling tenure
Fully owned                                          2,676         38%       7,536     45%       3,170     41%      13,382      43%          44%     •   This is an area increasingly popular with
Being purchased                                      2,701         39%       5,809     35%       3,413     44%      11,923      38%          30%
Rented
Other
                                                     1,351
                                                       257
                                                                   19%
                                                                    4%
                                                                             2,778
                                                                               549
                                                                                       17%
                                                                                        3%
                                                                                                   956
                                                                                                   199
                                                                                                           12%
                                                                                                            3%
                                                                                                                     5,085
                                                                                                                     1,005
                                                                                                                                16%
                                                                                                                                 3%
                                                                                                                                             24%
                                                                                                                                              2%
                                                                                                                                                         young families who are moving out
                                                                                                                                                         Melbourne’s south-east corridor to
      (1)
Total                                                6,985        100%      16,672    100%       7,738    100%      31,395     100%         100%


                                                                                                                                                         access affordable house and land
Household type
Couples with children                                2,907         41%       6,332     37%       3,593     45%      12,832      40%          37%
Couples without children                             1,727         24%       4,717     28%       2,103     27%       8,547      27%          24%
One parent family
Other family
                                                       904
                                                        66
                                                                   13%
                                                                    1%
                                                                             1,796
                                                                               127
                                                                                       11%
                                                                                        1%
                                                                                                   725
                                                                                                    47
                                                                                                            9%
                                                                                                            1%
                                                                                                                     3,425
                                                                                                                       240
                                                                                                                                11%
                                                                                                                                 1%
                                                                                                                                             11%
                                                                                                                                              2%
                                                                                                                                                         packages
Lone person                                          1,373         19%       3,686     22%       1,298     16%       6,357      20%          23%
Group                                                  175          2%         356      2%         149      2%         680       2%           4%
Total                                                7,152        100%      17,014    100%       7,915    100%      32,081     100%         100%

Motor vehicle ownership per dwelling
None                                                   424          6%         983      6%         354      5%       1,761       6%          10%
One                                                  2,211         32%       5,434     33%       1,939     25%       9,584      31%          37%
Two                                                  2,813         41%       6,782     41%       3,661     48%      13,256      43%          38%
Three or more                                        1,444         21%       3,325     20%       1,729     23%       6,498      21%          15%
     (1)
Total                                                6,892        100%      16,524    100%       7,683    100%      31,099     100%         100%

Notes:
(1)
 Excludes not stated
(2)
 15 years and over

Source: Deep End Services; Australian Bureau of Statistics                                                                                                                                            3
                                                   Selected demographics
        SouthEast Mega Homemaker Centre - catchment area                                   SouthEast Mega Homemaker Centre - catchment area
            Individual income distribution (2001 Census)                                             Age distribution (2001 Census)

 30%
                                                                                   20%
                                                                                                                  Lots of
 25%
                                        Solid middle class                                                         kids
 20%                                                             Primary
                                                                                   15%
                                                                 Secondary East
                                                                                                                                                                 Primary
 15%                                                             Secondary West
                                                                                                                                                                 Secondary East
                                                                 Total catchment
 10%                                                                               10%                                                                           Secondary West
                                                                 Melbourne
                                                                                                                                                                 Total catchment
  5%
                                                                                                                                                                 Melbourne
  0%                                                                                5%




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                                                                                         0-9        10-19    20-29     30-39    40-49    50-59   60-69     70+
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       SouthEast Mega Homemaker Centre - catchment area                                    SouthEast Mega Homemaker Centre - catchment area
                 Dwelling tenure (2001 Census)                                                      Household types (2001 Census)

50%                                                                                50%
                                            Home buyers                                                      Families with children
40%                                                                                40%
                                                                                                                                                                 Primary
                                                                 Primary           30%                                                                           Secondary East
30%                                                              Secondary East                                                                                  Secondary West
                                                                 Secondary West
                                                                                   20%                                                                           Total catchment
20%                                                              Total catchment
                                                                                                                                                                 Melbourne
                                                                 Melbourne
                                                                                   10%

10%
                                                                                   0%
                                                                                         Couples       Couples     One parent Other family    Lone       Group
0%                                                                                        w ith        w ithout      family                  person
       Fully ow ned   Being purchased     Rented         Other                           children      children



                                                                                                                                                                                   4
                                 Dwelling approvals




•   There is a significant amount of new housing being developed throughout the catchment area with average
    annual approvals as follows:      - Primary      813
                                   - Secondary East     432
                                   - Secondary West     574
                                   - Total            1,819                                                   5
                Major residential estates in Pakenham




•   This map shows the number of lots expected to be developed in Pakenham’s current major estates after 2004
•   There is a total of 7,821 lots identified on this map, with 4,770 expected to be released between 2006 & 2017
•   Major national developers active in Pakenham include Delfin, Devine and Peet
•   Significant other greenfield developments are also on the drawing board in the Pakenham-Officer corridor        6
                                   Catchment area population forecasts
                                                                                                                                                                                                         Average change (%pa)
Catchment area sector               2001        2006        2007        2008        2009        2010         2011                          2012           2013           2014           2015           2001-06   2006-10   2010-15

                                                                                           Population
Primary                           21,423      33,549      36,733      39,796      42,719      45,559      48,333                          51,218       54,128         57,052        59,995                9.4%         7.9%               5.7%
Secondary east                    49,993      53,341      53,800      54,255      54,705      55,149      55,585                          56,006       56,426         56,845        57,268                1.3%         0.8%               0.8%
Secondary west                    24,556      32,029      33,455      34,867      36,262      37,647      39,021                          40,389       41,752         43,108        44,460                5.5%         4.1%               3.4%
Total                             95,973     118,920     123,988     128,918     133,686     138,356     142,940                         147,613      152,305        157,006       161,723                4.4%         3.9%               3.2%

                                                                                   Population growth (No.)
Primary                                 -      3,628       3,183       3,063       2,923      2,840      2,774                             2,884          2,910          2,925          2,943                 -             -                  -
Secondary east                          -        489         459         454         450        444        435                               422            419            419            423                 -             -                  -
Secondary west                          -      1,366       1,426       1,412       1,395      1,385      1,374                             1,368          1,362          1,357          1,352                 -             -                  -
Total                                   -      5,482       5,068       4,929       4,768      4,670      4,584                             4,674          4,692          4,701          4,717                 -             -                  -

                                                                                    Population growth (%)
Primary                                 -     12.1%         9.5%        8.3%        7.3%       6.6%         6.1%                           6.0%           5.7%           5.4%           5.2%                  -             -                  -
Secondary east                          -      0.9%         0.9%        0.8%        0.8%       0.8%         0.8%                           0.8%           0.7%           0.7%           0.7%                  -             -                  -
Secondary west                          -      4.5%         4.5%        4.2%        4.0%       3.8%         3.7%                           3.5%           3.4%           3.2%           3.1%                  -             -                  -
Total                                   -      4.8%         4.3%        4.0%        3.7%       3.5%         3.3%                           3.3%           3.2%           3.1%           3.0%                  -             -                  -

Source: Deep End Services; Australian Bureau of Statistics; Victorian Department of Sustainability and Environment (DSE)


                                                                                                                                           SouthEast Mega Homemaker Centre - catchment area
                                                                                                                                                          Forecast population
 •       The population within the Primary catchment has                                                                       180,000

         increased by 9.4% pa between 2001 and 2006                                                                            160,000

 •       Growth is forecast to continue to be very strong and                                                                  140,000


         will average 7.9% pa in the Primary catchment and                                                                     120,000
                                                                                                            Population (No.)




         3.9% pa overall between 2006 and 2010                                                                                 100,000                                                                                          Secondary West
                                                                                                                                                                                                                                Secondary East

 •       Subsequent to 2010, retailers at the SouthEast                                                                         80,000                                                                                          Primary


         Mega Homemaker Centre will be trading within an                                                                        60,000


         area where population growth is forecast to average                                                                    40,000



         3.2% pa for the next five years – this rate will be                                                                    20,000



         three times the Melbourne average                                                                                          0
                                                                                                                                           2001    2006   2007    2008    2009   2010    2011   2012   2013   2014   2015

                                                                                                                                                                             As at June
                                                                                                                                                                                                                                           7
                                Per capita spending (2009/10)
                                                                                          Secondary     Secondary        Total
                Spending category                                             Primary          East         West    catchment    Melbourne

                Spend per capita
                Home appliances & entertainment                                $1,217         $1,104       $1,355      $1,209        $1,415
                Furniture & furnishings                                          $577           $611        $692        $622          $666
                Hardware & garden                                               $526           $516         $582        $538          $514
                Car accessories                                                 $369           $339         $341        $350          $338
                Other bulky goods                                                $169           $168         $196        $176          $204
                Total bulky goods                                              $2,858         $2,738       $3,166      $2,894        $3,136

                Comparisons to Melbourne average
                Home appliances & entertainment                               -14.0%          -22.0%        -4.2%      -14.5%             -
                Furniture & furnishings                                       -13.4%           -8.2%         3.9%       -6.6%             -
                Hardware & garden                                               2.5%            0.5%        13.4%        4.7%             -
                Car accessories                                                 9.3%            0.2%         1.1%        3.4%             -
                Other bulky goods                                             -16.9%          -17.4%        -3.6%      -13.5%             -
                Total bulky goods                                              -8.8%          -12.7%         1.0%       -7.7%             -

                Source: Deep End Services; Australian Bureau of Statistics; Market Data Systems


                                                                                                  SouthEast Mega Homemaker Centre - catchment area
•   Per-capita bulky goods spending rates are close to the
                                                                                                    Per capita total bulky goods spending (2009/10)
    Melbourne average within the Primary and Secondary
    East sectors                                                                 $3,500
                                                                                                                                           Melbourne
                                                                                 $3,000
•   Spending rates within the more mature Secondary
    West sector are higher reflecting a community which                          $2,500

    has responded well to centres such as the Fountain                           $2,000
                                                                                                                                                       Primary
                                                                                                                                                       Secondary East
    Gate Super Centre and the Casey Lifestyle Centre in                                                                                                Secondary West
                                                                                 $1,500
    Narre Warren                                                                                                                                       Total catchment

                                                                                 $1,000

•   It is likely that spending rates within the Primary sector                    $500
    will increase relative to the Melbourne average as this
                                                                                     $0
    sector also matures during the next 10 years                                                                      1
                                                                                                                                                                  8
                                       Per capita spending (2009/10)
              SouthEast Mega Homemaker Centre - catchment area                                SouthEast Mega Homemaker Centre - catchment area
         Per capita home appliances & entertainment spending (2009/10)                        Per capita furniture & furnishings spending (2009/10)

$1,500                                                   Melbourne                     $700
                                                                                                                                          Melbourne


$1,250                                                                                 $600

                                                                                       $500
$1,000
                                                                     Primary                                                                          Primary
                                                                                       $400
                                                                     Secondary East                                                                   Secondary East
 $750
                                                                     Secondary West                                                                   Secondary West
                                                                                       $300
                                                                     Total catchment                                                                  Total catchment
 $500
                                                                                       $200

 $250
                                                                                       $100

   $0                                                                                    $0
                                   1                                                                                1




             SouthEast Mega Homemaker Centre - catchment area                                 SouthEast Mega Homemaker Centre - catchment area
               Per capita hardware & garden spending (2009/10)                                   Per capita car accessories spending (2009/10)

$600                                                                                   $400

                                                         Melbourne                     $350                                               Melbourne
$500
                                                                                       $300
$400
                                                                     Primary           $250                                                           Primary
                                                                     Secondary East                                                                   Secondary East
$300                                                                                   $200
                                                                     Secondary West                                                                   Secondary West
                                                                     Total catchment   $150                                                           Total catchment
$200
                                                                                       $100
$100
                                                                                        $50

  $0                                                                                     $0
                                   1                                                                               1




                                                                                                                                                                    9
                       Spending growth – Primary catchment
                                                                                                    Spending ($m)                                       Average change
      Spending category                                      2006        2010                     2011    2012            2013      2014      2015         2010-15
                                                                                                                                                        ($m pa)    (%pa)

      Home appliances & entertainment                        32.1        55.4                      61.5     68.0           75.7      84.1     92.9           7.5      10.9%
      Furniture & furnishings                                16.2        26.3                      29.0     31.9           35.2      38.7     42.1           3.2       9.9%
      Hardware & garden                                      14.7        24.0                      26.3     29.0           32.2      35.5     39.1           3.0      10.3%
      Car accessories                                        10.1        16.8                      18.5     20.3           22.6      25.0     27.5           2.1      10.3%
      Other bulky goods                                       5.1         7.7                       8.3      9.0            9.8      10.7     11.5           0.8       8.3%
      Total bulky goods                                      78.2       130.2                     143.5    158.3          175.5     194.1    213.1          16.6      10.4%

      Source: Deep End Services; Australian Bureau of Statistics; Market Data Systems




                                                                                                   SouthEast Mega Homemaker Centre - Primary catchment
•   In line with the very strong population                                                                    Bulky goods spending growth
    growth, retailers at The SouthEast Mega
    Homemaker Centre can expect spending                                                    250


    by Primary catchment area residents to
    significantly increase between 2010 and                                                 200

    2015
                                                                            Spending ($m)




                                                                                            150                                                              Other bulky goods
                                                                                                                                                             Car accessories
•   Indeed, the size of the Primary catchment                                                                                                                Hardware & garden

    area spending market is forecast to                                                     100
                                                                                                                                                             Furniture & furnishings
                                                                                                                                                             Home appliances & entertainment
    increase by 64% in the first five years of
    operation of the centre
                                                                                             50




                                                                                              0
                                                                                                   2006   2010     2011      2012    2013   2014     2015


                                                                                                                                                                                       10
                           Spending growth – Secondary East
                                                                                                     Spending ($m)                                   Average change
     Spending category                                      2006        2010                       2011    2012        2013       2014     2015         2010-15
                                                                                                                                                     ($m pa)    (%pa)

     Home appliances & entertainment                        46.3        60.9                        64.1     67.5      71.6        76.1     80.4          3.9        5.7%
     Furniture & furnishings                                27.3        33.7                        35.3     37.0      38.9        40.9     42.6          1.8        4.8%
     Hardware & garden                                      22.9        28.5                        29.6     31.2      32.9        34.7     36.6          1.6        5.1%
     Car accessories                                        14.8        18.7                        19.5     20.4      21.6        22.8     24.0          1.1        5.2%
     Other bulky goods                                       8.0         9.3                         9.5      9.8      10.2        10.6     10.9          0.3        3.3%
     Total bulky goods                                     119.3       151.0                       158.1    165.8     175.2       185.1    194.6          8.7        5.2%

     Source: Deep End Services; Australian Bureau of Statistics; Market Data Systems




                                                                                                       SouthEast Mega Homemaker Centre - Secondary East
                                                                                                                  Bulky goods spending growth
•   The size of the Secondary East catchment
    area spending market is forecast to                                                      250

    increase by 29% in the first five years of
    operation of the centre, compared to 64%                                                 200

    within the primary catchment
                                                                             Spending ($m)




                                                                                             150                                                           Other bulky goods

•   Spending on bulky goods will reach                                                                                                                     Car accessories
                                                                                                                                                           Hardware & garden

    almost $200 million by 2015 in the                                                       100
                                                                                                                                                           Furniture & furnishings
                                                                                                                                                           Home appliances & entertainment
    Secondary East catchment area
                                                                                              50




                                                                                               0
                                                                                                     2006   2010    2011   2012     2013   2014    2015


                                                                                                                                                                                     11
                          Spending growth – Secondary West
                                                                                                   Spending ($m)                                       Average change
     Spending category                                      2006        2010                     2011    2012         2013          2014      2015        2010-15
                                                                                                                                                       ($m pa)    (%pa)

     Home appliances & entertainment                        34.1        51.0                     55.2        59.7     65.0           70.8      76.7           5.1         8.5%
     Furniture & furnishings                                18.5        26.0                     28.1        30.2     32.6           35.1      37.4           2.3         7.5%
     Hardware & garden                                      15.5        21.9                     23.5        25.3     27.5           29.7      32.0           2.0         7.9%
     Car accessories                                         8.9        12.9                     13.8        14.8     16.1           17.5      18.8           1.2         7.9%
     Other bulky goods                                       5.6         7.4                      7.8         8.2      8.8            9.4       9.9           0.5         6.0%
     Total bulky goods                                      82.8       119.2                    128.4       138.3    150.0          162.4     174.9          11.1         8.0%

     Source: Deep End Services; Australian Bureau of Statistics; Market Data Systems




                                                                                                        SouthEast Mega Homemaker Centre - Secondary West
•   The size of the Secondary West catchment                                                                       Bulky goods spending growth
    area spending market is forecast to                                                        250

    increase by 47% in the first five years of
    operation of the centre, compared to 64%                                                   200
    within the primary catchment and 29%
    within the secondary east catchment area
                                                                               Spending ($m)




                                                                                               150                                                              Other bulky goods
                                                                                                                                                                Car accessories
                                                                                                                                                                Hardware & garden
•   Spending on bulky goods will reach $174.9                                                                                                                   Furniture & furnishings
                                                                                               100
    million by 2015 in the Secondary West
                                                                                                                                                                Home appliances & entertainment


    catchment area
                                                                                                50




                                                                                                 0
                                                                                                     2006    2010   2011     2012      2013   2014    2015


                                                                                                                                                                                          12
                             Spending growth – total catchment
                                                                                                     Spending ($m)                                      Average change
      Spending category                                      2006        2010                      2011    2012            2013      2014      2015        2010-15
                                                                                                                                                        ($m pa)    (%pa)

      Home appliances & entertainment                       112.6       167.3                      180.8    195.1      212.4         231.0    250.0          16.5         8.4%
      Furniture & furnishings                                62.0        86.0                       92.4     99.2      106.7         114.6    122.2           7.2         7.3%
      Hardware & garden                                      53.2        74.4                       79.3     85.5       92.5         100.0    107.7           6.7         7.7%
      Car accessories                                        33.9        48.4                       51.8     55.5       60.2          65.3     70.4           4.4         7.8%
      Other bulky goods                                      18.7        24.4                       25.6     27.1       28.8          30.7     32.3           1.6         5.8%
      Total bulky goods                                     280.3       400.4                      429.9    462.4      500.7         541.6    582.5          36.4         7.8%

      Source: Deep End Services; Australian Bureau of Statistics; Market Data Systems




                                                                                                       SouthEast Mega Homemaker Centre - total catchment
•   In line with the overall strong population                                                                   Bulky goods spending growth
    growth, retailers at The SouthEast Mega
    Homemaker Centre can expect spending                                                     600


    by catchment area residents to
    significantly increase between 2010 and                                                  500


    2015
                                                                                             400
                                                                             Spending ($m)




                                                                                                                                                               Other bulky goods
                                                                                                                                                               Car accessories
•   Indeed, the size of the catchment area                                                   300                                                               Hardware & garden

    spending market is forecast to increase by                                                                                                                 Furniture & furnishings
                                                                                                                                                               Home appliances & entertainment
    46% in the first five years of operation of                                              200

    the centre and is expected to reach
    $582.5 million by 2015                                                                   100




                                                                                               0
                                                                                                     2006   2010    2011      2012     2013   2014    2015


                                                                                                                                                                                         13
Notes




        14
                                      Assumptions
•   All data includes GST unless otherwise specified
•   Populations are as at June
•   All data is presented on a financial year basis (i.e. Y/E June)
•   The first full year of trading of the SouthEast Mega Homemaker Centre is assumed to be
    2009/10




                                      Data sources
•   Australian Bureau of Statistics     - Demographics, historical population
•   Land Victoria                       - Small area population forecasts
•   MapInfo Australia                   - Mapping software
•   Market Data Systems                 - Spending data




                                                                                             15
                                       Disclaimer
•   This report has been prepared by Deep End Services Pty Ltd solely for use by the party to
    whom it is addressed. Accordingly, any changes to this presentation will only be notified to
    that party. Deep End Services Pty Ltd, its employees and agents accept no responsibility
    or liability for any loss or damage which may arise from the use or reliance on this report or
    any information contained therein by any other party and gives no guarantees or warranties
    as to the accuracy or completeness of the information contained in this report.
•   This report contains forecasts of future performance. These forecasts are based upon
    numerous sources of information, including historical and forecast data provided by
    organisations such as McMullin Group, the Australian Bureau of Statistics, Land Victoria,
    MapInfo Australia and Market Data Systems. It is not always possible to verify that this
    information is accurate or complete.
•   In addition, it has been necessary to forecast a variety of factors including local population
    growth and local competitive issues. These forecasts have been based upon the
    information provided but can be impacted upon by unforeseen circumstances and no
    guaranty or warranty can be given by Deep End Services that the forecast events will
    actually transpire.
•   It should be noted that the factors influencing the forecasts in this presentation may change
    and hence Deep End Services Pty Ltd cannot accept responsibility for reliance upon such
    forecasts beyond a date that is six months from the date of this presentation. Beyond that
    date, a review of the forecasts contained in this presentation may be necessary.
•   This report should be read in its entirety, as reference to part only may be misleading.


                                                                                                 16

				
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Description: SouthEast Mega Homemaker Centre Pakenham, Victoria Marketing