Property Development Mentorship Programme

Table of Contents

Here's what we cover in this prospectus

4.    Welcome
5.    What You Can Expect
6.    The propertyCEO Approach
7.    The propertyCEO System
8.    Programme Content
28.  Start With The End In Mind
29.  Meet The Founders
30.  Frequently Asked Questions
37.  Getting To Know Us
38.  Testimonials

© propertyCEO | The Property Development Mentorship Programme 3

Welcome

Welcome to the Property Development Mentorship Programme,
an intensive, twelve-month property development coaching
programme unlike any other

Without doubt the most exclusive and supportive property
development coaching programme available in the UK today, the
propertyCEO Property Development Mentorship Programme will see
just a small number of students admitted strictly by invitation.

Once enrolled on the programme you'll work with our hand-picked
team of acknowledged industry experts, business professionals and
mindset coaches, who, along with Ritchie and Ian themselves, will take
you on a unique year-long journey.

On this journey you won't simply be learning the principles of property
development - you'll become a property developer in your own right,
the CEO of your own property development brand and business, with: 
- the knowledge and confidence to put together six and seven-figure
GDV deals
- an established team of professionals eager to work with you
- access to the finance you need to make deals work
- a support infrastructure to ensure that you can overcome any
challenges
- the ability to secure a six-figure profit pipeline from your first
development deal
- credibility as a developer

We follow a core principle on the coaching programme; give someone a
fish and you feed them for a day; teach them how to fish, and you feed
them for a lifetime. It may be overused but it's so relevant to our
objective, which is to teach you how to develop property so that you
can do it for yourself, again and again.

The programme represents a fantastic opportunity for both new and
experienced developers, business people, property professionals, and
property investors to build a successful property development
business.

4 © propertyCEO | The Property Development Mentorship Programme

What You Can Expect

Your Twelve-Month Goals

What results should you expect? By the end of the Property
Development Mentorship Programme our aim is that you will
have:

1. The infrastructure, team, funding and knowledge in place to
secure your first development deal projected to return a profit
of circa £100,000 or more
2. Understood and learned how to complete deals using the
“propertyCEO” development system
3. Set up your property development business group and
company structure
4. Established your business's branding and website
5. Learned the various methods and approaches for sourcing 
development deals
6. Learned how to assess and secure development
opportunities of various different types  
7. Raised private funding as necessary in order to complete
your first secured deal
8. Raised commercial funding as necessary in order to
complete your first secured deal
9. Found your Non-Executive Advisor (NEA) to support you on
your first development project
10. Appointed your very own Professional Team to support
you on your first development project 
11. Mastered the art of personal and business goal setting
12. Learned how to use a One-Page Business Plan to manage
your property development business

© propertyCEO | The Property Development Mentorship Programme 5

The propertyCEO Approach

The propertyCEO training approach brings together three core elements

that are the key to becoming a successful property developer

We recognise that property training on its own is not enough;
people need to improve their business and personal skills as
well if they're to be highly successful.

 1. propertyCEO - This is where you will learn the property-
specific knowledge that will guide you on your property
development journey. You already have the essential personal
skills; propertyCEO gives you the knowledge to leverage
those skills in the world of property development to great
effect

2. BusinessBuilder - Any enterprise that creates profit is a
business, and the success of every business depends on it
being run effectively. BusinessBuilder gives you a template to
create a successful property company from the ground up,
using the same tools and principles that underpin successful
businesses the world over

3. personalCEO - All of this knowledge and skill requires one
essential ingredient to make things happen - you! The
personalCEO elements of the programme are designed to
help you become the best possible version of yourself, helping
you understand how you can work smarter and better to
become a great CEO

Combined, these three elements form the three legs to your
property development stool, however the benefit of the skills
you'll be learning go way beyond property development...

6 © propertyCEO | The Property Development Mentorship Programme

The propertyCEO System

A Highly Leveraged Solution For Developing Property

Property Developers don't build houses.

You'll hear us say that time and time again because it's very true. Contractors and subcontractors

build houses. Architects design them. Private and commercial funders pay for them. Planning

Consultants, Solicitors, Structural Engineers, Designers, Estate Agents and many others all play an

important part. But the Developer doesn't do any of those things; instead they are simply the

catalyst that brings all of these people together. They basically make houses happen.

All of these professionals are hand-picked by the Developer; they have many years of experience

doing what they do and they get paid a good fee for their work. A fee paid from the project finance,

incidentally, and not by the Developer. Whilst the Developer may also take a fee, he or she also gets

to keep the profit at the end of the project; their reward for being the catalyst and for taking risk.

When you consider that team of professionals, their collective CV
looks hugely impressive. It covers decades, possibly even centuries of
experience. But what about the Developer's experience?

The skills used by the Developer are not unique to property
development. They require organisational skills; people skills,
decision-making skills and management skills. All skills that millions of
people use in their everyday lives without ever developing property.
Just like the cabinet minister who's been promoted from Health to
the Home Office, their value lies not in their departmental knowledge
but in their skills and abilities. The Developer is no different.

So how can a new or relatively inexperienced developer leverage the
skills of their hugely experienced professional team plus his or her
innate skills and abilities to gain the necessary knowledge and
credibility as a successful property developer?

That is exactly what propertyCEO is all about.

© propertyCEO | The Property Development Mentorship Programme 7

Programme Content

What Exactly Are You Signing Up For?

The year-long programme is divided into two phases; the Learning Phase (months 1-6) and the
Implementation Phase (months 7-12). During the Learning Phase, mentees start by gaining an end-to-end
understanding of the entire development process through our state-of-the-art online training portal, with
content time-released over the first 8 weeks of the programme. They then attend 4 exclusive full-day
Academy Workshops hosted by Ritchie and Ian in person, where they can network with other new
developers and be taught how to refine their deal-finding and evaluation skills. In these sessions, Ritchie
and Ian discuss mentees' own live or potential projects, critique the viability of their deals and show them
how to maximise their profits. During the Learning Phase, each mentee also receives 1:1 coaching from
propertyCEO's team of coaches, covering Business, Branding, Finance, Technical, Deal Analysis and
Mindset. Mentees also have their own personal Accountability Coach with whom they work throughout
the Learning Phase.

During the second six months, the Implementation Phase, mentees are enrolled into propertyCEO's exclusive

Developers Club. This is where they get the support they need to move their development ambitions forward.

Discovering the art of the possible, having their deals critiqued, meeting members of propertyCEO's
preferred professional network, and of course meeting and socialising with other developers who are on the

same journey.

In short, propertyCEO's 12-month Mentorship Programme is a structured and comprehensive training

programme covering every aspect of development. Let's now explore exactly what's covered...

A 1:1 deal analysis critique by 1:1 Business Review of your 1:1 Brand Review of your Scheduled 1:1 calls with both 1:1 consultation with our Attend the propertyCEO
our team of leading industry business plan by your own business and your new your personal Accountability Commercial Finance Academy Workshop hosted
personal highly-qualified Consultant by Ritchie & Ian personally
professionals, all highly website by your Branding Coach and a qualified
qualified experts in their Business Coach Coach professional Mindset Coach

fields

Live weekly Q&A webinars All the tools you need to Learn how to create your own Full Membership of the You will be able to attend our Dedicated Helpdesk for
hosted by Ritchie and Ian in analyse deals and assess Power Team of professionals propertyCEO Developers regular online Surgery propertyCEO mentees
person, during the Learning Club, including 6 tickets to Sessions during your
profitability the monthly PDC Workshop
Phase of the programme Implementation Phase to
have your deals critiqued and

any questions answered

8 © propertyCEO | The Property Development Mentorship Programme

The Digital Training Portal

The Most Comprehensive Training Programme Of Its Type Anywhere

It all starts with laying the right foundations; gaining a complete

understanding of what is involved in property development from end-to-

end. A high quality digital hybrid training programme that took us over a

year to create, the content is time-released over the first 8-weeks of your

time with us. All the knowledge you need to become a successful property

developer that you can access at a time to suit you, and can come back to

time and time again, as you need to.

The content is highly structured and based on the principle of supported

open learning that has been deployed so successfully by the Open

University. It contains over 90 modules of exclusive online digital content

covering the three key cornerstones of the propertyCEO system with all

content created and provided by Ritchie and Ian personally: 

personalCEO mindset and personal development training 
Business Builder essential property business skills training 
propertyCEO end-to-end property development training 

We give you lifetime access to the course so you can refer back to it whenever you need it. The portal also
gives you access to a whole host of done-for-you, downloadable resources, including: 

• The 7 CEO Traits Reference PDF • Team CV Template 
• Your Ten & Done! Daily Planner  • Proof of Funds Template 
• One-Page Business Plan template • Project Consultant Report 
• Glossary of Property Development Terms  • Project Meeting Report 
• Reference List of Property Classes  • Work Schedule 
• Deal Criteria Assessment Sheet (DCAS) • Strip Out Works Stage 1 Example 
• Initial Project Assessment Document (IPAD)        • Tender Invitation Letter 
    Deal Analyser  • Completing on Site Weekly Planner 
• Estate Agent Questions & Viewing Checklists   • Completing on Site Daily Planner 
• Offer Letter Template  • Market Area Comparison (MAC) Report 

© propertyCEO | The Property Development Mentorship Programme 9

Time-Released Programme Structure

The first 8 weeks of the programme are structured around our proven '8 Pillars' model. These not only
cover all of the key ingredients of the property development cycle, they also ensure students have the
credibility, business skills and development knowledge to be able to establish a development business. Each
week's content is time-released, so students are able to tackle the training in a highly structured format and
a logical sequence.

On the following pages, we'll
take you through exactly
what you'll be learning during
your time with
propertyCEO...

The First 8 Weeks: Week By Week 

1 Mindset & Credibility Deal Analysis

11 Modules 13 Modules

Raising Finance Technical Content &
Delivering The Deal
11 Modules
14 Modules
Your Property
Business & Branding Real Deal Week

11 Modules 9 Modules

Deal Sourcing Making It Happen +
Bonus Modules
6 Modules
18 Modules

10 © propertyCEO | The Property Development Mentorship Programme

Week 1: Mindset & Credibility

Introduction Mindset Training

Welcome & Introduction The CEO Mindset

Welcome to propertyCEO! This is Having a CEO mindset is a key part of
where the rubber meets the road on becoming a successful developer.
your journey to becoming a successful Here we explain exactly the mindset
property developer... shift you need to make.

Course Orientation It's All About You

In this short session, we show you how To maximise your results, you first
to access the course materials, how to need to take a look at why you do
book calls and get access to the what you do, and how you can change
Helpdesk. things to get better results.

Your 8 Pillars Of Success Credibility

Introducing the 8 Pillars that will define Meet Your Pro Team
your journey as a developer.
Your professional team are another
Your Support Team critical component in the leveraged
world of property development - so
Getting to grips with a highly leveraged let's meet them...
property development model.
Brand Builder - Part 1
Introduction To Property
Development Personal and business branding
underpins your credibility as a new
Here we take a bird's eye view of the developer. We explore what branding
world of the property developer. is and why it can be a deal-breaker.

Accountability Coaching Brand Builder - Part 2

Meet Your Is it possible to create a brand in just
Accountability Coach 24 hours? You're about to find out!

You'll have your first 1:1 call with your
personal Accountability Coach.

© propertyCEO | The Property Development Mentorship Programme 11

Week 2: Raising Finance Raising Finance

Finance Overview How Much Money
Would You Need?
Principle Of Securitisation
In this session, we take a look at the
In this module, we take a look at the amount of funding you might need to
types of security that lenders will complete a development project.
require.
Who Might Lend To You?
Private & Commercial
Investment Money can often come from some
unexpected sources. In this lesson, we
Here we take a look at the two types of take a look at the type of people who
investment you will need for your may be willing to invest in you.
projects.
Raising Private Finance
Why Would Anyone Lend
Money To YOU? If you don't have your own funds to
invest, raising private finance is the
In this lesson we tackle one of the way forward. Here we look at how you
biggest misconceptions about property should go about doing it the right way.
development.
Meet Your Broker
Lending Criteria
Your Commercial Broker is a key
Here we look at the criteria that will member of your team, ready to fight
determine how much money you can your corner when it comes to
borrow. securing borrowing from commercial
lenders.
Obtaining Finance
Book Your Raising
Obtaining Finance Finance Call

We now turn our attention to the Book your 1:1 call with our very own
different sources of finance and the Commercial Finance Consultant.
types of financial arrangements
available. Mindset

12 © propertyCEO | The Property Development Mentorship Programme Mind Over Matter

You'll be amazed to learn how your
brain conspires against you - yet it
thinks it's all in your best interests. But
if you understand what it's up to, you
can do something about it...

Week 3: Your Property Business & Branding

Introduction Credibility

Your Property Business Brand Builder Part 3:
& Branding - Introduction First Base Collateral

In this session, we take a look at your Creating the essential branding tools
property development business, its that underpin the credibility of your
structure and branding. business.

Your Property Business Plan Brand Builder Part 4:
Website Creation
Business Plan
Having a good website is essential for a
A business plan is fundamental to the property developer, to reinforce
success of any business. In this module, credibility.
we introduce you to the most useable
plan we've ever come across. Brand Builder Part 5:
Other Marketing Assets
Review Service: Your
Business Plan Creating further assets that will
enhance your credibility.
When you're ready, you can send us
your draft One-Page Business Plan for Review Service:
review by your Business Coach, an Your Website Content
experienced industry Finance Director.
Your Branding Coach will critique your
Your Property Business website, provide a written report, and
discuss their findings with you personally
Create Your Business
Section Summary
Getting your property business structure
right can save you a small fortune in tax, Business & Branding
plus you need to consider other business Summary
interests as well as family.
Let's now review what we've covered
Your Property Business in this section.
Structure Call
Mindset Training
Book your property business structure
call with our experienced industry The 7 CEO Traits
accountant/business advisor.
Ultra successful people aren't born that
way - they've learned how to be
successful and to develop powerful
habits. The great news is that you can
learn them too.

© propertyCEO | The Property Development Mentorship Programme 13

Week 4: Deal Sourcing Offers & Negotiations

Introduction Offers & Negotiations

Introduction You usually make your profit when
you buy; not when you sell. Here
Deal Sourcing is not easy (otherwise you'll learn how to put your best foot
everyone would be a developer!), but forward when making offers and
armed with the right approach, you negotiating on deals.
can find some great opportunities.
Section Summary
Deal Sourcing
Summary
Where To Find Deals
Let's round up where we've now got to
In this module, we look at the sources on deal sourcing...
of deals and how to establish
relationships with agents. Mindset Training

Viewings All About Goals

Viewings Personal goals are arguably the most
critical factor in achieving business
We now turn our attention to property success. Find out what shape your
viewings and consider the best way of goals are in here.
making the most from each visit.

14 © propertyCEO | The Property Development Mentorship Programme

Week 5: Deal Analysis

Introduction Block Planning

The Importance Of Great How To Block Plan
Analysis
Here we look at block planning; an
In this lesson, we take a look at how essential skill that will allow you
critical good analysis is in determining to assess the potential of any
the viability of development projects. development.

Deal Analysis IPAD

Deal Analysis Using The IPAD

Our first look at analysis tools, exit The IPAD is where all of your analysis
strategies, and purchaser comes together.
demographics.

Market Area Comparison Mindset Training

Introduction To The MAC The 7 Superpowers

The MAC allows you to understand the The 7 Superpowers can take your
metrics in your target area and success to a whole new level. Find out
critically, to calculate the value of your what they are here...
potential projects.
Your Ten & Done Daily
MAC Instruction Video Planner
Part 1
Our Ten & Done daily planner gets
How to complete a MAC analysis. you into a success routine that will
quickly become a habit.
MAC Instruction Video
Part 2 Getting The Most From
Your Mindset Coach
How to complete a MAC analysis.
Some great advice on how to approach
The Extended MAC Pack your Mindset Coaching Calls.

In this module, we introduce an Book Your Mindset
extended version of the MAC which Coaching Call
you may find useful when comparing
multiple unit types. Book your first mindset call with
your personal, professionally
qualified Mindset Coach.

© propertyCEO | The Property Development Mentorship Programme 15

Week 6: Technical Content & Tendering To Contractors
Delivering The Deal
Now we look at getting quotes from
Introduction contractors, making sure we can
compare apples and apples, and we
Introduction include everything that's required.

Welcome to propertyCEO! This is Design Stages
where the rubber meets the road on
your journey to becoming a successful In this module, we take a look at the
property developer... various design stages on a project.

Technical Content Construction

Property Basics The construction phase represents
the heart of any project. In this
Getting to grips with some of the basic session, we look at this
technical aspects of property crucial element in detail.
development.
Planning For Sale
Project Kick-off
Only when your units are sold do
In this module, we focus on the start of you realise a profit. In this session,
a development project once the deal we discuss how you should plan
has been secured. your sale.

Planning Completing On Site

The planning phase is a critical part of As the building phase draws to a
the project. In this lesson, we set out close it's important that all elements
the best approach to getting the of the development have been
planning absolutely right. successfully delivered.

Design Brief Executing Your Sale

In this module, we look at the design We now reach another landmark
brief - the instructions you give to your event in any project - getting the
design team. sale right!

Delivering The Deal Mindset Training

Management & Procurement The Time Machine

How does a property CEO oversee the Finding the time to focus on
management and procurement aspects property development is critical to
of any project? your success. Luckily most of us have
the capacity to be far more efficient
with the way we use our time.

16 © propertyCEO | The Property Development Mentorship Programme

Week 7: Real Deal Week

Introduction Now It's Your Turn...

The Importance Of Introduction
Great Analysis
So you've seen how we do it - now it's
Getting your numbers right is critical, your turn! Go and find yourself a
from making sure your costs are fully potential deal and apply what you've
covered to getting the most profit out learned. Send it to us and we'll review it
of any deal. ahead of a 1:1 call where we'll walk you
through what you did right and what
Live Deals you could do better/differently.

Live Deal #1 Deal Review Service

Ritchie and Ian run through a live deal Submit your deal analysis to us for
desktop analysis from start to finish. review.

Live Deal #2 Why is our Deal Review Service so special? It's
because it's totally unique. Your deal will be
Ritchie and Ian run through a live deal reviewed and critiqued by a panel of practising
desktop analysis from start to finish. industry experts, including an Architect, a
Planning Consultant, a Structural Engineer,
Live Deal #3 and a Cost Consultant. You'll then have an
exclusive 1:1 call with a top Project Manager
Ritchie and Ian run through a live deal who will feedback all of the team's findings to
desktop analysis from start to finish. you. You can then see what they thought of
your deal, its challenges and how it could be
Live Deal #4 improved.

Ritchie and Ian run through a live deal Crucially you'll receive some incredible
desktop analysis from start to finish. feedback on your newly-learned analysis skills,
allowing you to take them to a whole new
Live Deal #5 level. It replicates as closely as possible what
will happen when you develop a deal for real,
Ritchie and Ian run through a live deal leveraging the skills of your own professional
desktop analysis from start to finish. team.

© propertyCEO | The Property Development Mentorship Programme 17

Week 8: Making It Happen

What You've Already Achieved Industrial Conversions

Introduction Introduction

Let's reflect on what you've achieved In this lesson we understand the
so far... scope for and benefits of
conversion, the key considerations
Your Action Plan for converting these buildings and
where to find host buildings.
Your 5-Year Plan
Planning
Making sure you have a realistic
plan in place to meet your Now we look at the planning
aspirations! considerations, the permitted
development rules, the Space
Activating Your Funnel Planning benefits and how to get
natural light into the project.
In this module, we pull together the
ingredients to form an action plan for Technical
activating your funnel.
Finally we explore thermal insulation,
Accountability Coaching services implications, building without
foundations, ground contamination-
Accountability Coaching and give you some Golden Rules for
System conversion.

Understanding how our Accountability Scaling Your Business
Coaching System works to deliver
outstanding results. Scaling Your Business

Your Next Coaching Call Reflecting on your journey, and how
you can take things forward from
Week 8 will see your next session with here...
your Accountability Coach, in
preparation for the next stage of the
programme.

18 © propertyCEO | The Property Development Mentorship Programme

BONUS: Finding Off Market Deals

The Deal Finder System Introduction

Deal Finder: Part 1 Off-Market Deals
Introduction
Ian teaches you one of the most
effective ways of finding off-market Understanding why off-market is
deals. THE best place to find property deals.

Deal Finder: Part 2 Contacting Owners Directly

Ian teaches you one of the most Contacting Owners
effective ways of finding off-market Directly: Part 1
deals.
The best way of getting owners
Deal Finder: Part 3 interested in selling you their property.

Ian teaches you one of the most Contacting Owners
effective ways of finding off-market Directly: Part 2
deals.
The best way of getting owners
Deal Finder: Part 4 interested in selling you their property.

Ian teaches you one of the most
effective ways of finding off-market
deals.

Deal Finder: Part 5

Ian teaches you one of the most
effective ways of finding off-market
deals.

* Please note that we reserve the right to change, replace, or remove any of the modules contained in the programme, or to add more modules over and above
those shown.

© propertyCEO | The Property Development Mentorship Programme 19

The propertyCEO Academy Days

Your Next Stage Of Learning

Once your initial 8 weeks of training are complete, you'll move into the
second part of the Learning Phase with propertyCEO, which runs for the next

four months. During this stage you'll have much more engagement with your

Accountability Coach who will be there to help you ensure that you

undertake the necessary actions to get your new property development

business into the best possible shape, and to move forward on your journey.

You'll also continue to work with the extended coaching team at

propertyCEO, including the Technical Coaching Team who will be making

sure that your newly-learned deal analysis skills are up to scratch.

But perhaps the most significant aspect of this part of the course will be

attending the monthly Academy Days. Hosted by Ritchie and Ian, this is

where you refine your deals and start practicing what you've learned so far.

At Academy Days you'll have a chance to ask questions, meet your fellow

students, get introduced to some of propertyCEO's network of professionals,

and if you need it, have some one-to-one time with Ritchie or Ian to discuss
any specific challenges you may have.

However, the main agenda item for Academy Days will be looking at 'live'
deals that are currently on the market. A critical part of successful property

development is being able to 'sweat the asset'. If you can see an opportunity

that others can't, or know how to get an extra flat or two from a small-scale

development, then you're going to be in the driving seat when it comes to

winning deals and making a profit.

As a new developer, you won't know all the tips and tricks that allow you to

do this. But seeing Ritchie put his almost forty years of experience to bear on

deal after deal, plus that of our extended team, you'll quickly learn not only

how to spot opportunities but also to understand the things that can make a

deal unviable.

This is the 'money-can't-buy' part of propertyCEO's training. No other

training organisation has the same depth of knowledge and experience to be

able to deliver training in this way.

20 © propertyCEO | The Property Development Mentorship Programme

The propertyCEO Developers Club

Putting It All Into Practice...

Once your fourth Academy Day is behind you, you're onto the
Implementation Phase of the programme. Learning is all well and good, but
now you need to start putting things into practice. And that's exactly what will
happen in the second part of your mentorship, the Implementation Phase, via
the exclusive propertyCEO Developers Club.

Membership of the Developers Club is automatic and starts from month 7 of
your programme following completion of the Learning Phase. As a club
member you'll have exclusive access to the monthly online Surgery Sessions
hosted by Ritchie and Ian, where you can get answers to any questions you
may have about a deal or prospective opportunity, and of course hear
questions from your fellow mentees regarding their own developments. Each
month, Ritchie and Ian will also introduce an industry expert during the
Surgery Session, giving you an unparalleled insight into today's market and
direct access to some of the best names in the business.

1Each month you'll also be able to attend the Developers Club Workshop, a full


day's session hosted by Ritchie and Ian and attended by various invited

industry professionals, including architects, project managers, contractors,

financiers and brokers, private investors, etc. The workshop is the perfect

opportunity to have propertyCEO's expert panel critique your deals and

answer your questions, as well as getting introductions to high quality

professionals.

At Developers Club, we actively encourage the social side of development.
The Club is a great way to meet like-minded people who are on the same
journey as you, and we find that many students go on to build friendships and
some even work together on projects. There is an informal drinks get
together the evening before each Developers Club event, which is a great
opportunity to meet fellow students and spend time with Ritchie and Ian, plus
there is plenty of time during the event itself to network during the extended
lunch and coffee breaks throughout the day.

© propertyCEO | The Property Development Mentorship Programme 21

Programme Content

A Comprehensive Range of Training Assets

As you can see, there are many diverse elements that make up the Property Development
Mentorship Programme. However, some of the biggest benefits are less immediately obvious. The
first is to do with the benefit of being part of a small intake of mentees. Many training companies
choose to train as many people as possible, which means that any 1:1 training (if there is any) is
delivered by junior trainers. You get zero interaction with the business owner(s) themselves. With
propertyCEO, the Live Q&A sessions, Academy Workshops and Property Developers Club events
are hosted by Ritchie and Ian personally. We're able to do this because we restrict the number of
people we train and because we only coach people whom we think have what it takes to get great
results. That's why we interview every applicant before they come on the programme.

Another key benefit is that so much of the content can be accessed remotely from the comfort of
your own home. It's not just the comprehensive video training materials; there are 1:1 coaching
calls, a 1:1 critiquing service, calls with our professional team, and weekly Live Q&A webinars
hosted by Ritchie and Ian personally. There's also an online Helpdesk to answer any questions you
may have. In fact a fully comprehensive range of coaching solutions, all provided without you
having to go anywhere. You're able to receive the best property development training available,
from your living room or home office. The only exceptions are the 4 full-day Academy Workshops
and Property Developers Club events which are hosted face-to-face by Ritchie and Ian. Another
key benefit of our approach is that it caters for all learning styles - because not everyone learns
best in a classroom.

Deal analysis is a crucial skill, and after we've taught you how to do it, you'll be doing it yourself for
real and will have your work personally critiqued by our highly-qualified team of practising
Architects, Planning Consultants, Structural Engineers, and Cost Consultants, with feedback
provided by a highly experienced Project Manager.

The final benefit lies in having your own Accountability Coach throughout your journey with us.
Our students want to change their lives by developing property; they don't want just another
training manual to put on the bookshelf. So our goal is to give you the best possible chance of not
only securing but successfully completing your first six-figure profit project. That's where our
Accountability Coaches come into their own - driving you forward to get real results. 

22 © propertyCEO | The Property Development Mentorship Programme

A Simple Philosophy

"The Best Or Nothing"

Some years ago, Ian found himself looking for a property
development mentor. Wanting the very best, he was
disappointed by what he initially found. The world of
property training seemed to consist of largely generic
content, and sales funnels designed to get people to buy one
training product after another. A gravy train for the training
companies, but why wasn't there a product that simply
delivered a high-quality 'Route One' into development?

"Strive for perfection in everything you do. Worse still, many of the trainers appeared to have been not
Take the best that exists and make it better. long out of training themselves. How much depth of
knowledge could they have if they'd only completed a handful
When it does not exist, design it." of projects? Luckily for Ian, he was introduced to Ritchie,
Henry Royce whose experience spanned almost four decades, covered
hundreds of projects, and who remains to this day the most
experienced industry-qualified property development trainer
in the UK.  That partnership led to the birth of propertyCEO
and the rest, as they say, is history.

"If the perfect property development training And so propertyCEO was created because there was a gap in
programme had already existed, we would the market; a way for people to get into small-scale property
never have needed to create propertyCEO." development safely and successfully, supported by world-
Ian Child class training materials and a philosophy that was focused on
getting students results.

Today the propertyCEO Property Development Mentorship
Programme remains the best training programme available
for people looking to get into small-scale development.

© propertyCEO | Property Development Fast Track Workshop 23

The pin Partnership

Your Guarantee Of Quality

The property investors network (pin) was founded almost twenty
years ago by property entrepreneur, trainer, and best-selling
author of 'Property Magic', Simon Zutshi. Today, as part of the
global Genius Group, pin is rightly regarded as setting the gold
standard in property investment training.

In 2022, propertyCEO formed a strategic alliance with pin to
create the pin Partnership. This alliance is forged from the same
values that form the bedrock of both businesses; a passionate
desire to help students succeed, the highest quality training
materials, and an unparalleled depth of relevant experience and
training ability.

For pin, it provides the ability to include the UK's best property
development training programmes within their portfolio. For
propertyCEO, it gives our students the peace of mind that comes
from working with the most respected and renowned property
training brand in the business.

While propertyCEO and pin operate as separate businesses, their
values are the same. As a student of propertyCEO, you can be
confident that our priority is delivering both the best quality AND
the best value property development training available anywhere.

24 © propertyCEO | The Property Development Mentorship Programme

1:1 Coaching Calls

Giving You Personal Support

As you move through the programme you'll have one to one
calls with a number of coaches who are experts in their
respective fields. In our experience, good coaching is not a
one-size-fits-all solution. Not only does it require GREAT
coaches; different people have different needs, with some
weaker in some areas than others. These calls allow us to
focus on YOUR challenges, and specific areas of concern.

The calls become available as you move through the first 8
weeks of the programme. However we know that everyone
travels at their own pace, so we let you choose when these
calls take place - you can schedule them at any time during
the first 6-month Learning Phase of the programme.

So how good are your coaches? Your Business Coach will be
an experienced Finance Director and qualified SME business
mentor. Your Branding Coach will be an experienced designer
from the construction industry. Your Mindset Coach will be a
practising, qualified executive and life coach. And your
Accountability Coach will not only be a property developer in
their own right; they will also be a graduate of propertyCEO.

As for your Technical Coaches, they are all highly qualified
and experienced industry professionals; experts in their fields
led by the CEO of a leading cost consultancy and project
management firm who will be your main technical point of
contact. In short, it's simply the best coaching available, and it
gives you the best possible chance of success.

© propertyCEO | The Property Development Mentorship Programme 25

Live Weekly Q&A Webinars

Ritchie and Ian Answer Your Questions Exclusively

During the Learning Phase (first six months) propertyCEO
mentees get their very own, intimate and totally exclusive weekly
Live Q&A session with Ritchie and Ian, where they take a much
deeper dive into the detail. Here you'll not only be able to have
your questions answered live, you can also listen to the questions
being posed by your fellow students. This is extremely powerful,
as these may not be questions you'd previously thought of, and
the whole experience goes a long way to reinforcing your
learning.

It's also an opportunity to discuss topical issues. Property
development is a complex industry with many moving parts, and
you'll want to find out how changes in regulation, planning policy
and government policy, etc. will impact you.

All sessions are recorded so that you don't miss out if you're not
able to show up live. You can always submit your questions in
advance, and then watch Ritchie and Ian answer them in the
recording. However, one advantage of joining live is that you have
the ability to ask questions on the session as they occur to you,
and have them answered there and then.

Each live Q&A session typically lasts for around 60 minutes,
ensuring you get some amazing value, all delivered in Ritchie and
Ian's inimitable style!

During the second six months of the programme, your access to
Live Q&A will end and you will now be able to join the Developers
Club Surgery Sessions, where the content is tailored to students
in the Implementation Phase of their time with us.

26 © propertyCEO | The Property Development Mentorship Programme

The propertyCEO Helpdesk

The Helpdesk Team Are Available On Demand To Support You

A critical part of any training programme is the back
office support that makes accessing information and
resolving any issues as quick and as painless as possible.
Ian and Ritchie have a team of people working behind
the scenes whose job it is to make sure you get the
support you need. The Helpdesk Team aims to respond
to all enquiries within two business days, however they
often respond the same day.
The Helpdesk Team will be your first point of contact for
any questions or issues, and they are there to answer
any questions you may have about the course
administration, access to materials or any clarification
questions regarding points covered on the programme.
Access to the Helpdesk will be made available
throughout the duration of your Mentorship.

© propertyCEO | The Property Development Mentorship Programme 27

Start With The End In Mind

It can be difficult at the start to visualise your first property
project coming to fruition. After all you're just starting out, and it
seems like a long road ahead...

OK, let's start by giving you a little pep talk AND a reality check. "A journey of a thousand miles

Becoming a successful property developer does NOT involve you begins with a single step"
continually measuring the length of the journey you have to take. It is
about setting a goal and then following a series of smaller steps until you
reach it.

All of the smaller steps are manageable. There are none that you can't
do. Yes, some steps are more challenging than others and some will take
you outside your comfort zone. But with each step you take, your goal
gets nearer. You just need to keep taking the steps. And please believe us
when we say this is a lot easier when you have the support of a team that
has over three centuries of property and business experience between
them!

Also please bear in mind that what you're about to do could make you
financially secure for the rest of your life. We think property
development is one of the easiest ways of achieving this that there is, but
that's not the same thing as saying it will be easy. It requires
determination and patience, an investment of time and a willingness to
stretch yourself.

There will be highs and lows ahead. Highs such as securing your first deal
or selling your finished units. Lows such as losing out on a deal that you
thought was 'the one'. Welcome to the world of the property developer;
the trick is to look at the lows as an invaluable learning experience; that
way it's a total win-win. You're on a journey and there will almost
certainly be a few dead-ends and detours en route. Just know that these
will still take you one step closer to your ultimate goal.

28 © propertyCEO | The Property Development Mentorship Programme

Meet The Founders

Ritchie has been involved in property development for nearly 40 years, and as co- Ritchie Clapson
founder of propertyCEO, he coaches both novice and experienced property CEngMI
StructE
developers how to create substantial returns from small-to-medium scale
developments.
 
Ritchie’s development pedigree speaks for itself. A structural engineer by
profession, he’s not only worked on hundreds of new-build, commercial and
industrial conversion projects, he’s also trained and mentored countless
developers and property professionals during his long career in the industry.
 
A business coach, industry commentator, author and strategist, he built up one of
the country’s leading structural engineering firms and was appointed by the
government as peer review engineer for the London 2012 Olympic Stadium.

Ian has over 30 years’ experience in corporate leadership, having led a pan- Ian Child
European business unit for one of the world’s largest private equity companies,
with responsibility for delivering nine-figure annual top-line revenues.

During that time, Ian worked with some of the world's largest and most dynamic
organisations, and learned first-hand how they train their people and their
businesses to be successful.

A passionate advocate and student of mindset coaching, Ian has integrated his
extensive business and mindset knowledge into propertyCEO's training. His deep
understanding of personal and business branding underpins propertyCEO's
comprehensive training in this area, allowing students to gain credibility as first-
time developers.

Today, Ian oversees propertyCEO's team of Branding, Accountability and Mindset
Coaches who work one-to-one with students to help them launch their
development businesses and overcome any roadblocks to success.

Ian also writes articles for many industry publications and websites, as well as
authoring books on property and mindset.

© propertyCEO | The Property Development Mentorship Programme 29

Frequently Asked Questions

We're sure you'll have questions, and we're very happy to answer
them. This section may answer some of the more obvious ones, and for
any others please just get in touch.

1. What is the aim of the programme?
We want you to become a successful property developer, and so we've built what we
believe to be the best and most comprehensive property development training
programme available anywhere. We specifically designed it to be the Rolls Royce of
property development training programmes. At the end of the programme you'll
have the knowledge you need to be able to secure your first development project,
with an established brand, credibility as a developer, a professional team around you,
and access to the finance you need to deliver your project.

2. What if I already have some development experience or work in the industry?
Then you're in good company! We teach many existing developers who are looking
to take their businesses to the next level. We also teach many industry professionals
who want to become developers, by leveraging their existing industry knowledge.

3. Will you review any deal that I take on?
We teach you how to assess opportunities so that you have the knowledge needed to
make a decision on the viability of any deal. Whilst we don't provide a formal deal
assessment service, part of the course involves our team of professionals critiquing
your own assessment of a live deal that you've found (after we've taught you how to
find it!).

4. What happens in each month of the programme?
The first six months are focused on learning, with time-released digital content over
the first 8 weeks, followed by our Academy Day events in months 3-6. Throughout
the Learning Phase you'll have 1:1 coaching calls and be able to attend the weekly
live Q&A sessions hosted live by Ritchie and Ian. In the second six months you'll
enter the Implementation Phase where you will become a member of the exclusive
propertyCEO Developers Club.

30 © propertyCEO | The Property Development Mentorship Programme

5. Is this a done-for-you service?
No. Our job is to teach you how to become a property developer, not to do the job
for you. What you'll receive is what is in our opinion the best property
development training available anywhere, but you'll be doing all of the work
yourself. The support you'll receive on your coaching calls and the Live Q&A
webinars allows you to get our input on any aspect of your journey, including any
issues you may have with specific projects.

6. What happens after 12 months?
We recognise that a project that starts during your 12-month mentorship period
will not be finished until after it ends, and that you may want to have our continued
support. We will ensure that you have an option to continue with propertyCEO,
usually through your continued membership of the Developers Club. We will
contact you at the appropriate time to let you know what your continuation
options are.

7. How long are the coaching calls? 
One of our pet hates are so-called mentorship programmes where you get one 15
minute call a month with someone who's not got much more experience than you
have. Not so with propertyCEO. You get to talk to hugely experienced coaches in
person, plus each call typically lasts around an hour, ensuring you get the attention
and support that you need.

8. What is your refund policy? 
We have a strict no-refund policy. We only want people on the programme who
are absolutely committed to achieving the outcome. That passion is what will get
them results. If you're investing up-front in the knowledge that you can't get a
refund if you change your mind, then you either won't sign up or you won't change
your mind - either of these options is fine. Of course, if you discover that the
course contents aren't as we describe, then that's an entirely different matter.
However we are 100% confident that you will be delighted with the training and
support that you'll get from us.

© propertyCEO | The Property Development Mentorship Programme 31

Frequently Asked Questions

9. Do I get access to propertyCEO's own Power Team?
Yes and No! Yes, because we DO use our own Power Team members to train you;
people we have trusted with our own historical projects. But 'No', because we
actually teach you how to build your own team of professionals. We know some
training companies offer access to their 'power team', and this can sound like a
great benefit, particularly if you've no contacts yourself. In reality, it's a terrible
idea. To the power team, you'll just be one of the hundreds of people that have
been referred to them by a training organisation - there's no special treatment, and
why should there be - their relationship is with the training company, not you. Plus,
do they work in your area or specialise in the types of projects you're interested in?
We think it's far better to establish your own power team rather than use someone
else's - so that's exactly what we teach you to do.

10. Will you help me find finance for my projects?  
Yes, we'll introduce you to our own commercial broking and crowd funding
contacts so that you have access to multiple funding sources plus we'll teach you
how you can find funding from other sources, including private investors.

11. Do I need to have a lot of capital or investment funds to be a developer?
No, we teach you how to find the funding you need to do projects, both from
commercial lenders and from private investors. However, it's worth noting that
some lenders may require developers to fund a small proportion of the project
personally. In addition, you'll need some working capital to get your development
brand established, e.g. creating a website, printing business cards etc. We teach
you how to do this very cost-effectively, but it won't be completely free.

12. How much time do I need to commit to the programme?
Everyone learns at a different pace, plus some people have more free time than
others. That's why we've ensured you get access to everything within the first 8
weeks, but you stay with us for 12 months. That should be plenty of time to get
some outstanding results; you don't need to make this a full-time occupation.

32 © propertyCEO | The Property Development Mentorship Programme

13. What if I miss any of the live Q&A webinars?
No problem - all of our Live Q&A webinars are recorded and you'll automatically
be enrolled. That way if you're not able to show up live, you can watch the replay
at a later date. Replays are typically available a day or so after the Live Q&A
session has finished. Please note that Surgery Sessions are not recorded.

14. Do I need to be able to afford to hire professionals at the start?
No. The costs of hiring professionals for your first project are met by the project
funding. This funding could be your own money but for most developers it will be
investment finance. The loan will cover the costs of paying your contractors since
this is all part of the project. 

15. Do I need to employ people?
No. We’ll show you how you can build a team of experts and assistants without
any of them being on your payroll.

16. I work full-time; will this stop me becoming a property developer?
No, it's perfectly possible to run a property development project whilst having a
full time job. That's exactly how many successful developers began. However, it
can be challenging if you have little or no flexibility in your working day. This is
one of the reasons why we talk to everyone before they enrol. If we think you
won't have the time to do the training justice, then we'll tell you.

17. What are the risks associated with property development compared to
other investment strategies?
The first thing you need to know is that there IS risk. Whenever you try and create
wealth you generate risk, whether this is by starting a business, buying stocks and
shares or developing property. We cover risk in detail on the programme, looking
at what risks can affect you, and of course how you can mitigate them. There are
no guarantees in property, however by doing your due diligence you reduce your
risk levels significantly. In our view, property development is less risky than many
other investment strategies because you have much greater control. 

© propertyCEO | The Property Development Mentorship Programme 33

Frequently Asked Questions

18. What size should my first project be?
One of the big attractions of property development is that the size of the project
is NOT directly related to the amount of effort involved. That said, we
recommend that for a first project, you take on something relatively small and
straightforward where you can learn the ropes. As your confidence grows so you
can take on bigger projects. We would expect a smaller project to return around
£100-£250k in profit, however this is just an indication as all projects are
different.

19. How soon can I expect to recoup the cost of my investment in the 12-
Month Mentorship Programme?
You should recoup the cost with your very first project. One of the advantages of
property development is that the profits involved can be significant. Even if you
only did one relatively small project that netted you £100k in profit, the cost of
the training is only a fraction of this. Plus the learnings you will gain will save you
much more than the course fees simply because you will avoid making expensive
mistakes. Plus you'll be good to go again on your second project, so the payback
is effectively infinite!

20. How long does a typical development project take?
They vary however most projects take between 12 and 24 months. 15-21
months is a good average.

21. Can I take a fee while the project is ongoing or do I have to wait until the
end to get paid?
There is a common misconception that property developers only get paid when
they sell the finished product. However, you can in some cases pay yourself a
development management fee for your work during the construction phase.

34 © propertyCEO | The Property Development Mentorship Programme

22. What type of company structure will I need to set up?
We take you through all of the options on the programme, and explain in detail
the pros and cons of each structure. You'll also be having a call with one of our
Business Coaches who will discuss your specific situation e.g. where you
already have one or more limited companies.

23. Does it matter if I've never run my own business before?
Not at all, and don't worry - we give you the tools to make sure that your new
property development business gets off to the best possible start, regardless of
your level of experience in business.

24. What if I have specific questions about a property deal I'm working on?
Our training will teach you how to build a Professional Team that will give you
access to the answers you need. This is a key aspect of propertyCEO - we're not
teaching you how to do everything yourself; we're teaching you how to build a
team around you that already has the knowledge necessary to create
successful projects.  However as a mentee you're able to get any answers you
need through the Helpdesk, on the weekly live Q&A webinars, or on one of your
1:1 coaching calls.

25. Will the 12-Month Mentorship Programme be compromised by any
future social distancing or lockdown requirements?
Only our Academy and Developers Club events could potentially be affected by
social distancing, since all other content is delivered online, on phone calls, via
webinars or by email. These events are hosted in a vetted hotel operating
strictly in accordance with prevailing government guidelines with all required
social distancing measures in place. Where possible we may be able to facilitate
remote access, however we regret we can't guarantee this.

© propertyCEO | The Property Development Mentorship Programme 35

Frequently Asked Questions

26. Is now a good time to get into small-scale property development?
Now is arguably the best time there has ever been. The changes to Permitted
Development rights and UK planning policy, the proposed rejuvenation of our
high streets, the new work-from-home revolution, the cost of living crisis and the
current economic climate have all created a perfect storm. The UK Government
is making it as easy as it can for small-scale developers to help solve the nation's
housing crisis, and in our opinion, NOW is the perfect time to get into
development. History taught us that the big winners in the last recession were
NOT the ones who sat on their hands waiting for the storm to pass before they
took action - they saw an opportunity while the storm was raging, and took it.
This time will be no exception.

27. Where are your in-the-room events held?
The Academy Day and Developers Club workshops are typically held at the
Crowne Plaza hotel at the Birmingham NEC. We reserve the right to change
venues if necessary, however have no immediate plans to do so.

28. What if I enrol but can't make one or more of the events?
Your Academy Day dates will be notified to you when you enrol, and we'll give
you an opportunity to choose alternative dates at that time. Your Developers
Club event dates are notified to you shortly after you enrol, and while these
cannot be changed, they will be notified to you around 6-12 months ahead of
time, hopefully giving you plenty of notice. We don't run events in August or
December, however we will include additional event eligibility as necessary to
ensure that students are always offered 4 x Academy Days and 6 x Developers
Club workshops.

29. Do you joint venture with your mentees?
While we never say never, we don't joint venture with our students as a rule.
This is particularly important on a student's first deal where we want them to be
able to deliver the project without us doing the work for them - that way, they
(and we) know that they have the ability to fly solo and can complete a project on
their own.

36 © propertyCEO | The Property Development Mentorship Programme

Getting To Know Us

We know that committing to a training partner is a big step; not
only because of the financial investment involved, but also
because you need to have confidence you will see actual results.
So how can you get a feel for propertyCEO's values and depth of
experience, so you can understand what we're all about?

Well, we don't hide our light under a bushel, as the expression has it. And
we've even been told the training we give away for free is better than the
training that many other people charge for, but we'll let you be the
judge...

The best way to get a feel for who we are is to check out the free content
on both our website (propertyceo.co.uk) and our YouTube channel
(youtube.com/propertyceo). There we have recordings of all our shows
and podcasts, plus a broad range of articles and videos that are all aimed
at delivering valuable free information to aspiring developers.

Then there's our snappily-named private Facebook Group called
Business Owners Creating Wealth Through Property Development.
Here you can mingle not only with Ritchie and Ian but also with many of
our students, both past and present.

Finally, you can read our articles in leading magazines such as Property
Investor News and Your Property Network (YPN), or read our books
'Guide To Small-Scale Property Development', 'Industrial To Residential
Conversions' and 'Your Own Personal Time Machine', all of which are
available on Amazon.

So please do check us out, and of course, you can always get in touch
with us at [email protected] if you have any questions.

© propertyCEO | Property Development Fast Track Workshop 37

Testimonials

Don't Just Take Our Word For It...

At the end of the day, a training company is only as good

as its customers say it is. If they've received great

training and got great results, then it pretty much

speaks for itself.
So what about propertyCEO? Well, we've interviewed a

number of our students and you can see what they had

to say on the testimonials page on our website

(www.propertyceo.co.uk/testimonials).
Finally, you'll find many former mentees in our private

Facebook Group which is called 'Business Owners

Creating Wealth Through Property Development', so

feel free to engage with them there to get their views.
We do hope you've found this prospectus useful. We'd
love to answer any further questions you may have, so

please do get in touch with us at

[email protected], and we'll do our best to

answer them. We look forward to hearing from you.
With best wishes from the propertyCEO Team.

38 © propertyCEO | The Property Development Mentorship Programme

Copyright © 2022 propertyCEO. All rights reserved. The contents of this prospectus are copyright protected. For further
information please see our Terms of Service. The information contained within this prospectus is for information only. The
propertyCEO logo is a registered trademark. propertyCEO reserves the right to change the content of the Mentorship
Programme and its other training products at any time.

09/22