How to Attract Sellers on Your Virtual
Multi Vendor Marketplace
Fulcrum is here when you are ready to expand
your business or realign company resources.
Whether buying or selling, we can help you
successfully navigate through the acquisition
process. Our team has more than one
billion hours of managed fieldwork and on
ground work experience and more than 10
years of experience working with across
industries. In short, we know a lot of on ground
work people, which is an invaluable resource in
any industry. Looking to buy or sell? You’ve
come to the right place. We’ll connect you with
the acquisition partners that make sense for your
business.
Seller acquisition through field sales teams is the
most effective and cost efficient way to build up
sellers on an e-commerce platform. The client
wanted to drive seller acquisition for its e-
commerce portal through Fieldwork and the
scope of work included:
 Planning of target cities, markets and
categories
 Field teams hiring, training and operations
management
 End-to-end seller onboarding and reporting
to client
Approach
The key activities in project execution were as
follows:
Project team hiring and onboarding – We
hired project team members who were from e-
commerce background and had significant
experience in e-commerce merchant
acquisition and onboarding
Detailed training program and
development of objection handling
documents – We conducted a detailed
training and induction program for each sales
team member and each of them was given a
FAQ document for ready reference and fast
sales closures
Elevation of top performers – The top
performing sales persons were elevated to
Team Leader position resulting in higher
motivation, better people management and
more closures
Outcome
The project successfully met its objectives and
the key highlights were as follows:
 New sellers were on-boarded for different
categories across 20+ cities
 There was no compromise on seller quality
and quality of sellers increased as desired by
client
 Detailed training and effective management
of the filed teams ensured high productivity
Merchant Registration
Retailer Registration
Seller Registration
Customer Acquisition
 Focus on acquiring high value sellers to join
and start selling on portal
 Responsible for managing relationship with
sellers after acquisition including supporting
the onboarding and incubation process for
these sellers.
 Provide market insights from seller’s’
perspective, including understanding
products, sellers, market & competitor
dynamics
ARE YOU STRUGGLING WITH YOUR MARKE
We Want to Hear About it
Please, let us know your name, email address, your we
briefing on what field you are looking for marketing so
Contact Us : Offline Marketing Agency
Call Us : 8484008961
Email:- info@fulcrumresources.co.in
Merchant Seller Acquisition Onboarding
Agency in Pune
 Field Marketing
 Door To Door Marketing
 Face To Face Marketing
 B To B Marketing
 Dealer Marketing
 Retail Marketing – The
New Retaility
 Mobile App Marketing
 Merchant Acquiring
 Customer Acquisition
 Sales
 Field Sales
 Direct selling
 Door to Door Sales
 Sales Staff
 B2B Sales
 Sales Promotion
 Sales Coupons
promotions
 consumer sales
promotions
About Pune
 Pune is situated to the west of Maharashtra
and is the eighth largest metropolis in the
country. Considered as the second largest
city of Maharashtra, Pune is tagged as one
of the fastest developing real estate market
of India.
 Pune has been called by a number of
sobriquets, popular among them include
pensioner’s paradise, Queen of the Deccan,
and Oxford of the East. One of the historical
cities of the nation, Pune is endowed with a
shining past, a ground breaking present and
an auspicious future.
 One of the fastest growing cities of west
India, Pune is blessed with traditional old
economy industries that continue to play a
pivotal role towards growth and
development. Government and private
sector, Research Institutes, Manufacturing,
Information technology and Automobile are
the pillars of Pune’s economy. Rapid
growth of its industrial sector has made
property in Pune one of the prime hot spots
of recent times.
 In the last few years, Pune has witnessed
defence, engineering and other crucial
sectors making it their headquarters,
transforming it into a major industrial
centre. Considered as the greenest urban
areas of the nation, Pune has more than 40%
of its area covered by greenery which is
slowly reducing due to high demand for
property in Pune and boom in Pune Real
estate.
Pune Real Estate market
 Considered as an end-user market, the real
estate prices in Pune are generally high and
increasing. Increased input cost of the
developers, together with rise in investor’s
demand from the peripheral locations is
what drives the property in Pune and the
overall Pune real estate sector.
 Though the maximum demand for property
in Pune was encountered in the Rs 30-Rs 40
lakh category, the supply of apartments,
flats for sale was not up to the mark. The Rs
40-60 lakh category witnessed the
maximum inventory supply. In comparison
to the last year, carpet and built-up area in
the city have elevated by 25-30%. This is
further expected to increase with property in
Pune vying for more luxury segment.
 Demand for residential apartments in West
Pune is emerging from the IT hub, which is
located in the Rajiv Gandhi InfoTech Park,
Hinjewadi. Demand in East Pune is mainly
being driven by CBDs in Viman Nagar,
Cyber City, Kharadi and Magarpatta.
 Key builders in Pune are Mittal
Brothers, Kumar Properties, Gagan
Properties, Rohan Builders, Namrata
Group, Ranjeet Developers, Paranjpe
Schemes, Kolte Patil Developers, Kohinoor
Group, Goel Ganga Group.
 Key projects of Pune are Hillside
Urban, Magarpatta Nanded City, Mittal
Akshardham, Amrapali Aurum
Towers, Nitron Landmark, Gokhale Group
Anandban, Tanish Pride, DSK Kasturi, D.
R. Gavhane Ankur, SKD Shiv
Samruddhi, Vishwa Vinayak Residency, P4
Ventila, Aarav Balboa Avenue, DSK
Gandhakosh, Shamaprasad Mukharjee
CHSL, JM Adi Amma Bliss, Ravima Feel
Bliss, Aditi Splendor Residency, Magnum
lifestyle, Chandrarang La
Melosa, Shraddha Landmark Kanchi
Enclave, EDEN LA’MONTE CARLO, Sai
Raj Heights, Vastu Tejonidhi, Shroff
Signature Heights Phase 2, Gagan
Adira, Venkatesh Graffiti .
 Some of the most popular properties
searched in Pune are 1 bhk flats in
pune, plots in pune, villas in pune, 2 bhk
flats in pune, 3 bhk flats in pune, house in
pune, Flats in pune.
Demographics:
 Going by the 2011 census, the urban
population of Pune around 51 lakh. The
estimated population includes towns such as
Pimpri, Dehu, Khadki and Chinchwad.
Consistent growth in the education and
software sector has fuelled the influx of
labours and workers from across the nation.
 As per PMC reports, the rising trend in
migration to Pune from 1991 to 2001 was
mainly to economic reasons. Migration to
the city between 1991-2001 was estimated
at 3.6 lakh that was calculated as 15% of
Pune’s total population at the end of the
decade. This will increase demand for Real
estate in Pune.
 In regard to the rapid growth of the IT
sector, migration between 2001-2011
remained constant at 12%, however it is
expected to decline by 10% between 2011-
2021 and by 8% between 2021-2026. This
migration has also driven the demand for
properties for rent and properties for sale in
Pune.
Information Technology
 After Bangalore, Pune has emerged as the
potential destination to home the growing
number of IT companies in the country.
Hinjewadi in the west has emerged as a
perfect destination for the upcoming IT/ITes
companies in India, since it offers vast
vacant land that is ideal for buil-to-suit
offices.
 At present, the IT/ITes sector in Pune
account for 75% of the total office space
occupied. The pace at which the IT/ITes
sector is flourishing in the city has triggered
the construction activity in the office space
market in the last decade, significantly.
 Currently, Pune is home to a number of
IT/ITes giants, namely TCS, Infosys, Tech
Mahindra, Wipro and Cognizant. The Rajiv
Gandhi Infotech Park at Hinjewadi,
Blueridge SEZ, Dlf Akruti IT SEZ and
Embassy Techzone have changed the face
of Pune into a major IT hub.
Connectivity
 Indian highways and state highways
constitute connectivity in Pune. National
Highway 4 connects Pune to Bangalore,
Mumbai and Kolhapur, while NH 9 joins
the city to Hyderabad and NH-50 to Nashik.
The State Highway connects the city to
Aurnagabad, Ahmednagar and Alandi.
 India’s first six-lane high-speed expressway,
the Mumabi-Pune Expressway, has changed
the overall connectivity of the city. Built in
2002, the Expressway has reduced the travel
time between Mumbai and Pune by 2 hours.
 Situated at Lohegaon, the Pune International
Airport, regulated by AAOI offers domestic
flights to major cities.
 Local trains in Pune connects it to Lonavala
and Pimpri-Chinchwad, while the daily
express trains links the city to Hyderabad,
Kochi, Chennai, Kanpur, Jammu, Patna,
Mumbai, Delhi, Coimbatore, Bangalore,
Howrah etc.
 Pune Metro Rail is in talks with the
DMRCL for a more sustained connectivity.
The proposed metro is expected to a blend
of underground and elevated sections and
the initial routes are outlined between
Vanaz-Ramwadi and Pimpri-Swargate.
 PMPML buses offer excellent transport
service within the city and its suburbs. In
addition to it, the Maharashtra State Road
Transport Corporation also provides buses
from main stations in Pune Station,
Shivajinagar and Swargate to all the prime
locations in Maharashtra.
All Localities in Pune
 Hadapsar
 Baner
 Pimpri
 Dhanori
 Wakad
 Dhayari
 NIBM
 Salisbury Park
 Bhosale Nagar
 Sadashiv peth
 Sahakar
Nagar
 Salunke Vihar
 Sangamvadi
 Satara Road
 Shaniwar Peth
 Shastri Nagar
 Shukrawar
 Talegaon
Dhamdhere
 Kolhewadi
 Sarola
 Shewalwadi
 Pingori
 Sanjay Park
 Paud
 Kavade Mal
 Aundh
 Pashan
 Kothrud
 Shivajinagar
 Deccan
Gymkhana
 Law College
Road
 Pisoli
 Akurdi
 Anand Nagar
 Ashok Nagar
 Aundh Road
 Bajirao Road
 Balaji Nagar
 Bavdhan
 Bhawani Peth
 Bhekrai Nagar
 Bhugaon
 Bhukum
 Boat Club Road
 Bopodi
 Budhwar Peth
 Bund Garden
Peth
 Sinhagad
 Somwar Peth
 Swargate
 Thergaon
 Tilak Road
 Vadgaon
Maval
 Vadgaon
Budruk
 Mangadewadi
 Kunjirwadi
 Kadus
 Sadar Bazaar
 Aambethan
 Uksan
 Dahiwadi
 Haveli
 Talegaon
chakan Road
 Baner Annexe
 Talegaon
Varale Road
 Sus
 Shankar shet
road
 Ashtapur
 Baner Pasha
Link Road
 Agarkar
Nagar
 Kondhapuri
 Mahatma
Phule Peth
 Bakori
 Tathawade
 Pimpri
Chinchwad
 Nasrapur
Velha Road
 Wai
 Lohegaon
 Yavat
 Chourainaga
 Malegaon
 Kiwale
 Taljai
 Jambhul
Road
 Camp
 Chandan Nagar
 Chandani
Chowk
 Dhankawadi
 Erandwane
 FC Road
 Ganesh Nagar
 Ganesh Peth
 Ganeshkhind
 Gokhale Nagar
 Guru Nanak
Nagar
 Guruwar Peth
 Hingne Khurd
 Indira Nagar
 Kalewadi
 Kalyani Nagar
 Karvenagar
 Karve Road
 Kasba peth
 Katraj
 Kondhwa
 Sangvi
 Vithalwadi
 Shirgaon
 Wadaki
 Narayangaon
 Theur
 Wadegaon
 Nerhe
 Kanhe
 Bhusari
Colony
 Padvi
 Nanded
 Charholi
Budruk
 Katraj
Kondhwa
Road
 Ganga Dham
 Khamundi
 Dhanore
 Tingre Nagar
 Magarpatta
Road
 Veerabhadra
Nagar
 Moshi
 Shikrapur
 Somatane
 Holewadi
 Shiroli
 Kurkumbh
 Jalochi
 Charholi
Khurd
 Nighoje
 Baner Bypas
Highway
 Otur
 Ambegaon
Khurd
 Moi
 Walati
 Jambhulwad
 Tukai
Darshan
 Darumbre
 Karanja
 Kondhwa
Budruk
 Lavale
 Lulla Nagar
 Mahrashi Nagar
 Market yard
 Model colony
 Mohammadwadi
 Mukund Nagar
 Mundhwa
 Nagar Road
 Narayan peth
 Nasrapur
 Padmavati
 Parvati Darshan
 Parvati Gaon
 Paud Road
 Fursungi

 Khadakwasla
 MIT Collage
Road
 Ideal Colony
 Manjri
 Sukh Sagar
Nagar
 Ambegaon
Budruk
 Rahatani
 Bibwewadi
 BT Kawade
Road
 Ravet
 Pashan Sus
Road
 Ramtekdi
 Ingale Nagar
 Sasane Nagar


Vihire
 Parvati
Paytha
 Vadgaon
Sheri
 Pimple
Nilakh




 Pimple
Nilakh
 Pirangut
 Prabhat Roa
 Pune
Cantonment
 Range Hills
 Rasta Peth
 Revenue
Colony

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Merchant Seller Acquisition Onboarding Agency in Pune.pdf

  • 1. How to Attract Sellers on Your Virtual Multi Vendor Marketplace Fulcrum is here when you are ready to expand your business or realign company resources. Whether buying or selling, we can help you successfully navigate through the acquisition process. Our team has more than one billion hours of managed fieldwork and on ground work experience and more than 10 years of experience working with across industries. In short, we know a lot of on ground work people, which is an invaluable resource in any industry. Looking to buy or sell? You’ve come to the right place. We’ll connect you with the acquisition partners that make sense for your business. Seller acquisition through field sales teams is the most effective and cost efficient way to build up sellers on an e-commerce platform. The client wanted to drive seller acquisition for its e- commerce portal through Fieldwork and the
  • 2. scope of work included:  Planning of target cities, markets and categories  Field teams hiring, training and operations management  End-to-end seller onboarding and reporting to client Approach The key activities in project execution were as follows: Project team hiring and onboarding – We hired project team members who were from e- commerce background and had significant experience in e-commerce merchant acquisition and onboarding Detailed training program and development of objection handling documents – We conducted a detailed training and induction program for each sales team member and each of them was given a
  • 3. FAQ document for ready reference and fast sales closures Elevation of top performers – The top performing sales persons were elevated to Team Leader position resulting in higher motivation, better people management and more closures Outcome The project successfully met its objectives and the key highlights were as follows:  New sellers were on-boarded for different categories across 20+ cities  There was no compromise on seller quality and quality of sellers increased as desired by client  Detailed training and effective management of the filed teams ensured high productivity Merchant Registration Retailer Registration Seller Registration
  • 4. Customer Acquisition  Focus on acquiring high value sellers to join and start selling on portal  Responsible for managing relationship with sellers after acquisition including supporting the onboarding and incubation process for these sellers.  Provide market insights from seller’s’ perspective, including understanding products, sellers, market & competitor dynamics ARE YOU STRUGGLING WITH YOUR MARKE We Want to Hear About it Please, let us know your name, email address, your we briefing on what field you are looking for marketing so Contact Us : Offline Marketing Agency Call Us : 8484008961 Email:- [email protected] Merchant Seller Acquisition Onboarding Agency in Pune
  • 5.  Field Marketing  Door To Door Marketing  Face To Face Marketing  B To B Marketing  Dealer Marketing  Retail Marketing – The New Retaility  Mobile App Marketing  Merchant Acquiring  Customer Acquisition  Sales  Field Sales  Direct selling  Door to Door Sales  Sales Staff  B2B Sales  Sales Promotion  Sales Coupons promotions  consumer sales promotions About Pune  Pune is situated to the west of Maharashtra and is the eighth largest metropolis in the country. Considered as the second largest city of Maharashtra, Pune is tagged as one of the fastest developing real estate market of India.  Pune has been called by a number of sobriquets, popular among them include pensioner’s paradise, Queen of the Deccan,
  • 6. and Oxford of the East. One of the historical cities of the nation, Pune is endowed with a shining past, a ground breaking present and an auspicious future.  One of the fastest growing cities of west India, Pune is blessed with traditional old economy industries that continue to play a pivotal role towards growth and development. Government and private sector, Research Institutes, Manufacturing, Information technology and Automobile are the pillars of Pune’s economy. Rapid growth of its industrial sector has made property in Pune one of the prime hot spots of recent times.  In the last few years, Pune has witnessed defence, engineering and other crucial sectors making it their headquarters, transforming it into a major industrial centre. Considered as the greenest urban areas of the nation, Pune has more than 40% of its area covered by greenery which is slowly reducing due to high demand for property in Pune and boom in Pune Real estate.
  • 7. Pune Real Estate market  Considered as an end-user market, the real estate prices in Pune are generally high and increasing. Increased input cost of the developers, together with rise in investor’s demand from the peripheral locations is what drives the property in Pune and the overall Pune real estate sector.  Though the maximum demand for property in Pune was encountered in the Rs 30-Rs 40 lakh category, the supply of apartments, flats for sale was not up to the mark. The Rs 40-60 lakh category witnessed the maximum inventory supply. In comparison to the last year, carpet and built-up area in the city have elevated by 25-30%. This is further expected to increase with property in Pune vying for more luxury segment.  Demand for residential apartments in West Pune is emerging from the IT hub, which is located in the Rajiv Gandhi InfoTech Park, Hinjewadi. Demand in East Pune is mainly being driven by CBDs in Viman Nagar, Cyber City, Kharadi and Magarpatta.
  • 8.  Key builders in Pune are Mittal Brothers, Kumar Properties, Gagan Properties, Rohan Builders, Namrata Group, Ranjeet Developers, Paranjpe Schemes, Kolte Patil Developers, Kohinoor Group, Goel Ganga Group.  Key projects of Pune are Hillside Urban, Magarpatta Nanded City, Mittal Akshardham, Amrapali Aurum Towers, Nitron Landmark, Gokhale Group Anandban, Tanish Pride, DSK Kasturi, D. R. Gavhane Ankur, SKD Shiv Samruddhi, Vishwa Vinayak Residency, P4 Ventila, Aarav Balboa Avenue, DSK Gandhakosh, Shamaprasad Mukharjee CHSL, JM Adi Amma Bliss, Ravima Feel Bliss, Aditi Splendor Residency, Magnum lifestyle, Chandrarang La Melosa, Shraddha Landmark Kanchi Enclave, EDEN LA’MONTE CARLO, Sai Raj Heights, Vastu Tejonidhi, Shroff Signature Heights Phase 2, Gagan Adira, Venkatesh Graffiti .  Some of the most popular properties searched in Pune are 1 bhk flats in
  • 9. pune, plots in pune, villas in pune, 2 bhk flats in pune, 3 bhk flats in pune, house in pune, Flats in pune. Demographics:  Going by the 2011 census, the urban population of Pune around 51 lakh. The estimated population includes towns such as Pimpri, Dehu, Khadki and Chinchwad. Consistent growth in the education and software sector has fuelled the influx of labours and workers from across the nation.  As per PMC reports, the rising trend in migration to Pune from 1991 to 2001 was mainly to economic reasons. Migration to the city between 1991-2001 was estimated at 3.6 lakh that was calculated as 15% of Pune’s total population at the end of the decade. This will increase demand for Real estate in Pune.  In regard to the rapid growth of the IT sector, migration between 2001-2011 remained constant at 12%, however it is expected to decline by 10% between 2011- 2021 and by 8% between 2021-2026. This
  • 10. migration has also driven the demand for properties for rent and properties for sale in Pune. Information Technology  After Bangalore, Pune has emerged as the potential destination to home the growing number of IT companies in the country. Hinjewadi in the west has emerged as a perfect destination for the upcoming IT/ITes companies in India, since it offers vast vacant land that is ideal for buil-to-suit offices.  At present, the IT/ITes sector in Pune account for 75% of the total office space occupied. The pace at which the IT/ITes sector is flourishing in the city has triggered the construction activity in the office space market in the last decade, significantly.  Currently, Pune is home to a number of IT/ITes giants, namely TCS, Infosys, Tech Mahindra, Wipro and Cognizant. The Rajiv Gandhi Infotech Park at Hinjewadi, Blueridge SEZ, Dlf Akruti IT SEZ and
  • 11. Embassy Techzone have changed the face of Pune into a major IT hub. Connectivity  Indian highways and state highways constitute connectivity in Pune. National Highway 4 connects Pune to Bangalore, Mumbai and Kolhapur, while NH 9 joins the city to Hyderabad and NH-50 to Nashik. The State Highway connects the city to Aurnagabad, Ahmednagar and Alandi.  India’s first six-lane high-speed expressway, the Mumabi-Pune Expressway, has changed the overall connectivity of the city. Built in 2002, the Expressway has reduced the travel time between Mumbai and Pune by 2 hours.  Situated at Lohegaon, the Pune International Airport, regulated by AAOI offers domestic flights to major cities.  Local trains in Pune connects it to Lonavala and Pimpri-Chinchwad, while the daily express trains links the city to Hyderabad, Kochi, Chennai, Kanpur, Jammu, Patna, Mumbai, Delhi, Coimbatore, Bangalore, Howrah etc.
  • 12.  Pune Metro Rail is in talks with the DMRCL for a more sustained connectivity. The proposed metro is expected to a blend of underground and elevated sections and the initial routes are outlined between Vanaz-Ramwadi and Pimpri-Swargate.  PMPML buses offer excellent transport service within the city and its suburbs. In addition to it, the Maharashtra State Road Transport Corporation also provides buses from main stations in Pune Station, Shivajinagar and Swargate to all the prime locations in Maharashtra. All Localities in Pune  Hadapsar  Baner  Pimpri  Dhanori  Wakad  Dhayari  NIBM  Salisbury Park  Bhosale Nagar  Sadashiv peth  Sahakar Nagar  Salunke Vihar  Sangamvadi  Satara Road  Shaniwar Peth  Shastri Nagar  Shukrawar  Talegaon Dhamdhere  Kolhewadi  Sarola  Shewalwadi  Pingori  Sanjay Park  Paud  Kavade Mal
  • 13.  Aundh  Pashan  Kothrud  Shivajinagar  Deccan Gymkhana  Law College Road  Pisoli  Akurdi  Anand Nagar  Ashok Nagar  Aundh Road  Bajirao Road  Balaji Nagar  Bavdhan  Bhawani Peth  Bhekrai Nagar  Bhugaon  Bhukum  Boat Club Road  Bopodi  Budhwar Peth  Bund Garden Peth  Sinhagad  Somwar Peth  Swargate  Thergaon  Tilak Road  Vadgaon Maval  Vadgaon Budruk  Mangadewadi  Kunjirwadi  Kadus  Sadar Bazaar  Aambethan  Uksan  Dahiwadi  Haveli  Talegaon chakan Road  Baner Annexe  Talegaon Varale Road  Sus  Shankar shet road  Ashtapur  Baner Pasha Link Road  Agarkar Nagar  Kondhapuri  Mahatma Phule Peth  Bakori  Tathawade  Pimpri Chinchwad  Nasrapur Velha Road  Wai  Lohegaon  Yavat  Chourainaga  Malegaon  Kiwale  Taljai  Jambhul
  • 14. Road  Camp  Chandan Nagar  Chandani Chowk  Dhankawadi  Erandwane  FC Road  Ganesh Nagar  Ganesh Peth  Ganeshkhind  Gokhale Nagar  Guru Nanak Nagar  Guruwar Peth  Hingne Khurd  Indira Nagar  Kalewadi  Kalyani Nagar  Karvenagar  Karve Road  Kasba peth  Katraj  Kondhwa  Sangvi  Vithalwadi  Shirgaon  Wadaki  Narayangaon  Theur  Wadegaon  Nerhe  Kanhe  Bhusari Colony  Padvi  Nanded  Charholi Budruk  Katraj Kondhwa Road  Ganga Dham  Khamundi  Dhanore  Tingre Nagar  Magarpatta Road  Veerabhadra Nagar  Moshi  Shikrapur  Somatane  Holewadi  Shiroli  Kurkumbh  Jalochi  Charholi Khurd  Nighoje  Baner Bypas Highway  Otur  Ambegaon Khurd  Moi  Walati  Jambhulwad  Tukai Darshan  Darumbre  Karanja
  • 15.  Kondhwa Budruk  Lavale  Lulla Nagar  Mahrashi Nagar  Market yard  Model colony  Mohammadwadi  Mukund Nagar  Mundhwa  Nagar Road  Narayan peth  Nasrapur  Padmavati  Parvati Darshan  Parvati Gaon  Paud Road  Fursungi   Khadakwasla  MIT Collage Road  Ideal Colony  Manjri  Sukh Sagar Nagar  Ambegaon Budruk  Rahatani  Bibwewadi  BT Kawade Road  Ravet  Pashan Sus Road  Ramtekdi  Ingale Nagar  Sasane Nagar   Vihire  Parvati Paytha  Vadgaon Sheri  Pimple Nilakh      Pimple Nilakh  Pirangut  Prabhat Roa  Pune Cantonment  Range Hills  Rasta Peth  Revenue Colony 