1. B Y : R I C K Y T H E O D O R E S J U N E 2 0 1 3
R O N A L D T I C O A L U
Hotel Development Plan
PT Sumber Alfaria Trijaya

2. Hotel & Property
Industry Climate
• International visitor arrivals to Indonesia in
the first nine months of 2012 rose by 5% to
5.9 million from 5.6 million visitors during
the same period of 2011.
• Indonesia enjoy sustainable economic
growth of 5% to 6% since last 3 years
• Middle Class in Indonesia reached
135million people or 55% from total current
population, growth of 100% since 2009
• Accor, on top of their 10,800 room
inventory, has signed up 23 management
contract and 20 hotels will be open within
2013
• Aston International holding 6,000 room
inventory and claim to open 18 hotels in
2013 and has just launched new hotel brand
“Hotel Harper” to accelerate their mission

3. Hotel & Property
Industry Climate
• Santika currently owned & managed 5,600 room
inventory and started penetrating Asia Market
with opening of Amaris Hotel in Singapore
• Tauzia has impressed the market with 11 hotels
and almost 2,000 room inventory claim to open
another 30 hotels in next 3 years
• No of Rooms 2012 = 57.080, assuming 5%
economic growth YOY, projected No of Rooms
2022 = 150.000
• Jakarta announced as city with highest growth in
Property Industry in the world on 2012 !
• With foreign investments in the tourism
sector in Indonesia reaching US$7.3
billion for the first nine months of
2012, compared to US$2.5 billion for the
same period in 2011, Indonesia has now
become a destination which provides hotel
developers and chains with significant
opportunities for growth.

4. Major Player
Budget Hotel
in Indonesia
•There are more than 300 budget hotel in 2013
representing 3,050 room
•Budget hotel representing only 5% from total
room supply
•Total number of hotels expected to be increase
by 250% within 10 years up to 2022 – this will
mainly dominated by increment in budget &
middle class hotel
•Average Occupancy of budget hotel is 68%
while in several area may reach 92%
•Average Rate for budget hotel are 400.000 –
600.000 at the moment

5. Smart Budget Hotel located in Major Attraction,
Shopping Arcade, Malls or Business District.
We are committed to Functional Design,
Cleanliness, Comfort, Friendly Service and most
importantly Unbeatable Rate !
Unique Selling
Point :
Unbeatable Rate !
Require small area
Minimum
Investment
Maximum ROI
“Easy” & Efficient
Operation
Online Control
New Concept Retail
Hotel attached with
Alfa Mart / Lawson
Brand.
OUR BRAND

6. Total investment 20 Billion
100 Rooms – excl Land & Consultant
Pay Back Period 3.5 Years !
15 sqm standard rooms
Double or twin beds
26” LCD TV with
International & Local
Channels
King Koil Beds & Pillow
100% cotton
En Suites bathroom with
shower
Individual AC
In-Room Safety Deposit
Box
IDD Telephone
Convenience Store
Free Wifi
Self Check in Kiosk
24 Hours Security

7. • B A D A N H U K U M : P T . A L F A H O S P I T A L I T Y A S I A ( A H A ! )
• O F F I C E S E T U P ( T A N G S E L / A L A M S U T R A )
• R E C R U I T M E N T
• H O T E L D E S I G N D E V E L O P M E N T
• H O T E L D E V E L O P M E N T P L A N I N M A J O R C I T I E S
• S Y S T E M D E V E L O P M E N T ( S O P A N D P M S )
• W E B S I T E & E C O M M E R C E D E V E L O P M E N T
• M A R K E T I N G T O O L S D E V E L O P M E N T
• F R A N C H I S E B U S I N E S S D E V E L O P M E N T
• B R A N D L A U N C H I N G
What’s NEXT ?

8. Franchisee Franchisor
 Sharing Experience,
Expertise & Client
Database
 Allow individual owner
to learn about the
business
 “Buddy” during critical
process
 Relatively simple to
manage compare to
Management
Agreement – less time
consume
 Rapid expansion ability
 With simple & efficient
operation we may do
online control
Why Franchise ?

9. Organization Chart Alfa Hospitality Asia – AHA !
Level I
Benefit : President / CEO
Salary by Negotiation
Official Car & Driver
Share Portion
Healt Insurance
Pention Plan
Phone Allowance
Laundry
Level II Vice President / COO
Salary by Negotiation
Official Car
Share Portion Corp. Secretary
Healt Insurance
Pention Plan
Phone Allowance
Laundry
Level III
Division Head Level Dir. of Operation Dir. of HR Dir. of Marketing Dir. of Finance Dir. of IT
Benefit : and
Salary Range 25mio - 35mio Business Development
Yearly performance bonus
Health Insurance
Phone 500.000
Level IV
Regional Chief
Engineer Regional HRM Regional DOS Corp. Regional FC Regional IT Manager
Corporate Manager / Staff
Level Regional Procurement Regional Training Regional DOS Agent Internal Auditor
Benefit : Architect E-commerce
Business Development
A. Salary Range 15mio -
25mio Regional PR
B. Salary Range 6mio - 12mio
C. Salary Range 2.5mio - 5mio
Health Insurance
Phone 300.000 / 200.000

10. Start Up
Budget
Allocation
6,5 Billion allocation
budget to finance 8
Months operation while
hotels are not operating
thus no income yet.
This budget include
Sales Marketing &
Brand Launching
Activities which will not
occur on 2nd year
TOTAL
OPERATING FUND
B. SALARIES & RELATED BENEFITS EXPENSES
# PAYROLL & RELATED BENEFITS 4,373,857,200
TOTAL SALARIES & RELATED 4,373,857,200
-
C. ADMINISTRATION AND GENERAL -
1 ADMINISTRATION AND GENERAL 84,500,000
-
TOTAL ADMINISTRATION AND GENERAL 84,500,000
-
D. TRAINING & TRAVELING EXPENSES -
1 TRAINING , TRAVELING & ACCOM - PROPERTY 25,000,000
2 TRAINING & TRAVELING & ACCOM - CORPORATE SUPPORT TEAM 108,000,000-
TOTAL TRAINING &TRAVELING EXPENSES 133,000,000
-
E. SALES & MARKETING & COLLATERALS -
1 BROCHURES, COLLATERAL PHOTOS DEVELOPMENT & AD 1,572,000,000
-
-
TOTAL SALES & MARKETING 1,572,000,000
-
F. OPERATING EQUIPMENT & SUPPLIES -
1 CAPITAL EXPENDITURE 178,400,000
-
2 OFFICE SUPPLIES 9,180,000
-
-
TOTAL OPERATING EQUIPMENT & SUPPLIES 187,580,000
-
G. OTHER COSTS : -
-
-
TOTAL OTHER COSTS -
-
H. CONTINGENCY 236,688,620
-
I. TOTAL PRE-OPENING COST 6,587,625,820
DESCRIPTIONS

11. Typical P&L
Alfa Hotel
(1st Year)
100 Rooms Available
70% Occupancy
ADR 300.000
Franchise Fee 5%
GOP 64% Average
Yearly Owner’s Profit
4 billion
20 billion reached 0n
3,8 years operation
Total
365
# OF ROOMS 100
ROOM AVAILABLE 36,500
OCCUPIED ROOMS 25,580
OCCUPANCY ( % ) 70.08%
AVERAGE ROOM RATE ( RP ) 300,000
# OF FOOD COVERS 50,137
EXCHANGE RATE US $ TO RP 8,500
REVENUES
ROOMS 7,674,000
FOOD & BEVERAGE -
TOTAL REVENUES 7,687,046
COST OF SALES
FOOD & BEVERAGE -
TOTAL COST OF SALES 7,827
PAYROLL & RELATED EXPENSES
ROOM 465,377
FOOD & BEVERAGE -
TOTAL PAYROLL & RELATED EXP. 465,377
OTHER EXPENSES
ROOM 779,345
FOOD & BEVERAGE -
TOTAL OTHER EXPENSES 779,345
DEPART. OPERATING COST & EXP. 1,252,549
DEPARTMENT INCOME
ROOM 6,429,278
FOOD & BEVERAGE -
TOTAL DEPTMENT INCOME 6,434,497
OVERHEAD DEPARTMENT
PAYROLL & RELATED
ADM. & GENERAL 476,563
SALES & MARKETING 40,846
HUMAN RESOURCES -
ENGINEERING 140,678
TOTAL PAYROLL & RELATED 658,087
OTHER EXPENSES
ADM. & GENERAL 121,705
SALES & MARKETING 125,232
HUMAN RESOURCES 31,800
ENGINEERING 181,080
ENERGY COST 736,704
TOTAL OTHER EXPENSES 1,196,521
TOTAL OVERHEAD DEPARTMENT 1,854,608
GROSS OPERATING INCOME 4,579,888
OTHER NON OPERATING EXPENSES
ROYALTY FEES 422,788
TOTAL OTHER EXPENSES 422,788
GROSS OPERATING PROFIT (GOP) 4,157,101
% G O P 54.08%
OTHER EXPENSES
INCENTIVE FEES -
RESERVED FOR FF&E - 3% -
TOTAL OTHER EXPENSES -
OWNER SHARE PROFIT (OSP) 4,157,101
OWNER EXPENSES
OWNER INSURANCE - PROPERTY 120,000
TOTAL OWNER EXPENSES
NET OWNER SHARE PROFIT (NOSP) 4,037,101

12. P&L Alfa
Hospitality
Asia – 1st Year
No of Hotels 12
Technical Fee 2,5 B
Royalty 3,29 B
Total Revenue 5,79 B
Loss (518million)
Key Factor :
First 5 Hotels are
owned & build by Alfa
No of Hotels
750,000,000 12.95
1,250,000,000 21.59
500,000,000 8.64
- -
2,500,000,000 43.18
- -
3,290,000,000 56.82
- -
3,290,000,000 56.82
5,790,000,000 100.00
4,242,000,000 73.26
353,500,000 6.11
207,433,800 3.58
836,447,000 14.45
152,400,000 2.63
-
5,791,780,800 100.03
18,000,000 0.31
24,000,000 0.41
12,000,000 0.21
24,000,000 0.41
18,000,000 0.31
18,000,000 0.31
3,000,000 0.05
12,000,000 0.21
24,000,000 0.41
36,000,000 0.62
84,000,000 1.45
6,000,000 0.10
18,000,000 0.31
- -
12,000,000 0.21
- -
6,000,000 0.10
3,000,000 0.05
1,800,000 0.03
- -
24,000,000 0.41
90,000,000 1.55
60,000,000 1.04
6,000,000 0.10
499,800,000 8.63
15,000,000 0.26
2,400,000 0.04
-
17,400,000 0.30
(518,980,800) (8.96)
-
(518,980,800) (8.96)
E-commerces
Other Expenses
Total Other Expenses
DEPRECIATION EXPENSES
Depreciation Expenses - Computers
Depreciation Expenses - Office Equipment
Depreciation Expenses - Vehicles
Total DEPRECIATION EXPENSES
Corporate Taxes
Net Profit (Loss)
Earning Before Income Tax
Bank Charges
Provision for Bad Debt
Legal and Professional Fee
Sales & Marketing Expenses
Entertainment
Insurance
Repair and Maintenance
Uniform Laundry
Utility Charges
Duty Stamp
License and Permit
Employee Relation
Training and Employee Development
Printing and Stationary
Telephone and Fax
Computer Accesories
Rental
Courier And Postage
Office Supplies
Local Transportation
Travel Expenses - Domestic
Travel Expenses - International
Medical Insurance
Other Employee Benefit
Total Payroll & Related Expense
Other Expenses
Payroll & Related Expense
Salary & Wages
Bonus / THR
Jamsostek Co. Share
Pph 21
Total Base Management Fee from Hotel
Royalty Fee
Total Incentive Magmnt Fee from Hotel
Total OPERATING REVENUE
Royalty Fee
Alfat Hotel 11 - 12 @ 250.000.000
OPERATING REVENUE
Technical Fee
Alfa Hotel 1 - 5 @ 150.000.000
Alfa Hotel 6 - 10 @ 250.000.000
TOTAL %DESCRIPTION

13. P&L Alfa
Hospitality Asia
(2nd Year)
No of Hotels 20
Technical Fee 1,25 B
Royalty 7,5 B
Total Revenue 8,7 B
Profit 1,85 B
Total 20 Hotels is the
Break Even Point for
AHA ! – anything above
20 will goes directly to
profit !
No of Hotels
-
-
-
1,250,000,000
1,250,000,000
-
7,546,000,000
-
7,546,000,000
8,796,000,000
4,242,000,000
353,500,000
207,433,800
836,447,000
152,400,000
-
6,370,958,880
18,000,000
24,000,000
12,000,000
24,000,000
18,000,000
18,000,000
3,000,000
12,000,000
24,000,000
36,000,000
84,000,000
6,000,000
18,000,000
-
12,000,000
-
6,000,000
3,000,000
1,800,000
-
24,000,000
90,000,000
60,000,000
6,000,000
549,780,000
15,000,000
2,400,000
-
17,400,000
1,857,861,120
-
1,857,861,120
Earning Before Income Tax
Corporate Taxes
Net Profit (Loss)
Alfa Hotel 13 - 15 @ 250.000.000
Depreciation Expenses - Vehicles
Total DEPRECIATION EXPENSES
E-commerces
Other Expenses
Total Other Expenses
DEPRECIATION EXPENSES
Depreciation Expenses - Computers
Depreciation Expenses - Office Equipment
Utility Charges
Duty Stamp
Bank Charges
Provision for Bad Debt
Legal and Professional Fee
Sales & Marketing Expenses
Travel Expenses - International
License and Permit
Entertainment
Insurance
Repair and Maintenance
Uniform Laundry
Computer Accesories
Rental
Courier And Postage
Office Supplies
Local Transportation
Travel Expenses - Domestic
Total Payroll & Related Expense
Other Expenses
Employee Relation
Training and Employee Development
Printing and Stationary
Telephone and Fax
Salary & Wages
Bonus / THR
Jamsostek Co. Share
Pph 21
Medical Insurance
Other Employee Benefit
Royalty Fee
Total Incentive Magmnt Fee from Hotel
Total OPERATING REVENUE
Payroll & Related Expense
Alfa Hotel 1 - 5 @ 150.000.000
Alfa Hotel 6 - 10 @ 250.000.000
Alfa Hotel 11 - 12 @ 250.000.000
Alfa Hotel 15 - 20 @ 250.000.000
Total Base Management Fee from Hotel
Royalty Fee
TOTAL
OPERATING REVENUE
Technical Fee
DESCRIPTION

14. Expansion
Plan
Bali
Jakarta
Tangerang
Bekasi
Surabaya
Malang
Jogja
Samarinda
Balikpapan
Lampung
Palembang
Padang
Medan
50 Hotels within 5 years ?
Why not !
Utilize Alfa’s Partner Database

15. W O R K I N G T O G E T H E R W I T H B U S I N E S S
O W N E R T O D E V E L O P T H E B U S I N E S S A N D
A S S E T S O F T H E C O M P A N Y
INTRAPRENEUR
EMPLOYEMENT

16. President / CEO Vice President / COO
 Permanent Employment
 Monthly Salary 100 million net of
tax
 Share 6 % of Monthly Gross
Revenue
 Yearly THR Bonus
 Yearly Travelling Budget U$
10,000
 Full coverage Family Health
Insurance
 Pension Plan
 Laundry 5pcs per day
 Company Car & Driver, Premium
SUV (BMW X5 or equivalent)
 Permanent Employment
 Monthly Salary 50 million net of
tax
 Share 4 % of Monthly Gross
Revenue
 Yearly THR Bonus
 Yearly Travelling Budget U$ 8,000
 Full coverage Family Health
Insurance
 Pension Plan
 Laundry 5pcs per day
 Company Car, Premium Japanese
SUV (Toyota Harrier or
equivalent)
Executive Benefit, PT Alfa Hospitality Asia !