Director of a shopping and office center - free course from the Russian School of Management, training, date: December 7, 2023.

Development of the concept and practice of selling commercial real estate objects
• Multifunctional Complexes (MCs), definition, principles of formation.
• Concept and classification of IFCs, examples of implemented projects.
• Advantages/disadvantages of construction and implementation of multifunctional complex.
• Creation of a unique idea for multifunctional complex, search for the optimal combination of functions, synergy effect.
• Architectural concept, basic technical specifications of office, retail and hotel functions, features of combination within a mixed-use complex.

• Specifics of filling the mixed-use complex (features of attracting tenants and/or selling space).
• Current trends in the formation of mixed-use complexes and examples of successful facilities.
• Office centers (OC).
• Market research. Analysis of the competitive environment. Current market situation and future trends.
• Creation of a unique idea. Detachment from competitors. Parameters of the “ideal” OC.
• Specifics of architectural solutions, determination of the “space loss coefficient in a building”, optimal planning solutions (examples).
• Systematization of types of office centers (technical specifications) - the current classification of office centers from the Guild of Managers and Developers.
• Formation of the base rental rate.
• Writing a concept for promoting an object. Search for a balanced tenant portfolio.
• Principles of filling office space, effective interaction with tenants, main mistakes of owners.
• Methods for finding tenants in the current market.
• Documentary support of processes - title documents, types of lease agreements, preliminary agreement (full text of the office lease agreement, long-term and short-term).
• Methodology for determining the amount of rent.
• Services for tenants and visitors of office premises: mandatory and additional, current practice.
• Shopping centers (TC).
• Parameters of an “ideal” shopping center.
• Development of the concept of a shopping center, determination of the format of the shopping center, differentiation from competitors (sequence of steps when deciding on the format, area and parameters of the future shopping center, determining a possible composition of tenants).
• Pre-sale preparation, pre-brokerage, technical specifications of key tenants (rules for “pre-brokerage” - collection and analysis of responses from tenants about the possibility of entering the project).
• Creation of a technological concept. Specifics of architectural solutions (specifications for design based on a technological concept, technical specifications of the main “anchor” tenants).
• Formation of rental rates. Preparation of a trading plan. Determination of rental rates in a shopping center; percentage of the tenant's turnover; working with anchor tenants (the current practice of agreeing commercial terms with “anchors”).
• Building effective relationships with key tenants.
• Preparation of a trade plan (analysis of rental income during construction or reconception of a shopping center).
• Documentary support of processes, title documents, types of lease agreements, preliminary agreement. Agreement taking into account a percentage of the turnover (full texts of the preliminary and main lease agreements, taking into account the percentage of the tenant’s turnover).
• Mandatory and additional (related) functions. Shopping and active leisure. Quests, trampoline centers, culinary schools, museums, exhibitions, zoos. Shopping center as a social platform (examples of new successful shopping centers).
• Ensuring maximum occupancy of rental spaces. Basic rules for effective search, selection and placement of tenants (initial attraction of tenants, organization of display of the property and provision of information, responsibilities of rental managers).
• Shopping malls – types, classes, advantages, trends. Examples of successful Russian experience.
• Postulates of the negotiation process with tenants. Price justification.
Systematic organization, positioning and promotion of commercial real estate
• Background. The emergence of the “shopping center” format. Modern multifunctional complexes: shopping and entertainment, retail and office complexes.
• Formation of the concept of the product line of a shopping and entertainment center. Types and types of shopping and entertainment centers. Other satellite functions to ensure space occupancy. Examples of successful solutions.
• Zoning of shopping centers: entrances and exits, parking, “hot” and “dead” zones in shopping centers. Optimal balance of used and technical areas.

Techniques for reviving “dead” zones.
• Ensuring that the shopping and entertainment complex is full.
• Anchor tenants in the shopping center. Direction of consumer flows. Areas of concentration of potential buyers. Organization of a navigation and information system in the shopping center.
• Working with customers: identifying the target group, buyer portrait, demand structure. Services for visitors: basic (mandatory) and additional. Organization of food courts and food outlets. Entertainment areas in a shopping center.
• Changes in consumer demand - how consumption patterns are changing.
• Working with competitors: competition analysis, competitive advantages, methods of attracting customers. Activities aimed at promotion (opening, promotion and “switching” from a competitor).
• The need for reconception or sufficient marketing tools.
• Marketing tools to increase sales.
• Event management for marketing purposes.
• Marketing functions of management company.
• Brand formation and development.

Business model of a management company in commercial real estate
• State of the real estate market.
• Introduction.
• Analysis of the commercial real estate market.
• Types of commercial real estate, their distinctive features: retail real estate, office real estate, warehouse real estate.
• Multifunctional complexes.
• Real estate complex as a Management Object.
• Business processes of the Management Company.
• Main activities of the management company.
• Detailed business processes - for self-study.
• Development of the organizational and functional structure of the management company.
• Selection of management model for the management company.
• Types of organizational structures, pros and cons.
• Interaction of services.
• Solving the problem of “duplication” of functions.
• Delegation of authority.
• Case: development of an organizational and functional structure of a management company for a given object.
• Main divisions of the management company. Composition, tasks, regulations.
• Key divisions for operation and maintenance of facilities.
• Technical operation service-facility management.
• Cleaning service.
• Non-core Divisions.
• Administrative department. Central Reception.
• Construction control service.
• Security and safety service.
• Flow of visitors, mechanisms for managing them - for independent study.
• Case: separation of visitor flows in a specific multifunctional complex and an algorithm for managing these flows.
• Commercial management - property management, sales plans, sales strategy.
• Case: analysis of the situation between the landlord and the tenant-debtor during a crisis.
• Modern engineering equipment of buildings.
• What “little things” can become the main advantage.
• Management of consumed utility resources. Complex dispatching.
• Features of management of Multifunctional complexes.
• Types of real estate management agreements: agreements for comprehensive management of the property with the owner, agreement for maintenance and maintenance of the facility with the tenant (owner), agreement for reimbursement of utilities, agreement rent.
• Case: select the type of contract for the management of a given object.

Lease relations
• Crises in the real estate market. Force majeure and government support measures for tenants.
• Negotiations with tenants during a crisis.
• How to prepare for negotiations with tenants.
• What you need to know about the counterparty before starting negotiations. Plan b.
• Basic negotiation strategies. Ways to reach an agreement with the tenant.
• Psychology of negotiations. Main channels of influence on the counterparty.
• Managing the atmosphere of negotiations.
• Unfair negotiations. Violation of the balance of interests of the parties.
• Tenant's actions to reduce rent and landlord's countermeasures.
• Strategy for interaction with tenants during a crisis.
• Workshop. Reducing rent in exchange for extending the contract: determining the amount of the discount.
• Terms of the lease agreement, which become especially relevant during a crisis.