BUSINESS PLAN

ESCONDE’S WATER REFILLING STATION

National Highway, Tibanga, Iligan City

Phone Number: +63 9161536492
Presented by: Jay Mark S. Esconde
Executive Summary
Esconde’s Water Refilling Station is a licensed and standard water refilling station that
will be located on the national highway of Brgy. Tibanga, Iligan City. We have been able to
secure a long-term lease for a facility in a strategic location on a major road with an option of
a long – term renewal on agreed terms and conditions that is favorable to us.
The facility has government approval for the kind of business we want to run and it is
easily accessible. We are in the water refill business to engage in the sale and supply of treated
water to the residential apartments, offices, schools, restaurants and canteens, households,
and hotels. We are also in business to make profits at the same to give our customers value
for their money.
Much more than selling and supplying treated water, our customer care is going to be
second to none. We know that our customers are the reason why we are in a business which
is why we will go the extra mile to get them satisfied when they purchase water from us and
also to become our loyal customers and ambassadors.
Section 1. The Business
A. Description of the Business

We will be starting-up a water refilling station business which will be owned and
manage by Mr. Jay Mark Esconde. We will engage in the sale and supply of treated water to
all since the need for clean and drinkable water continue to arise.
We are new to this business but we do observe water refilling stations in some areas
that are growing despite existing competitions. We spent time and resources to conduct our
feasibility studies and market survey so as to enable us to locate the business in an area that
will support the growth of the business and also for us to be able to offer much more than
our competitors will be offering.
The need for clean and drinkable water will continue to exist as long as humans exist.
Water is one of the commodities in our world that doesn’t have any substitute. The essence
of going into any form of business should be basically to fill in a need or solve a problem.
Therefore, going into the water refill business would surely help us solve the challenges
people who don’t have access to clean and drinkable water go through and we will be hugely
rewarded for it.

B. Products/Services
Esconde’s Water Refilling Station will be selling and supplying purified drinking water
made by removing all impurities or “hardness” of the water through reverse osmosis. Drinking
this helps reduce the chances of developing gallstones. It also absorbs toxins from the body
and flushes them out through the urinary system.
We will have the lowest price, best customer service, and the fastest delivery in the
city. We will lend out water dispensers to our customers in exchange for a low monthly fee.
In addition to the extra profit, we will also give our customers access to hot and cold drinking
water without the need to buy a dispenser. Research on the latest trend or technology in
purifying water and offer them to our customers ahead of your competitors.

C. Market Analysis

Purified water will be sold to all since clean and drinkable water is a common need of
all individuals. As establishments, businesses, offices, and households are relatively growing
in the area, target markets will also be increased through time. Putting up branches in other
cities will be planned to accommodate other customers and also to increase sales.
Water is an essential commodity. As such, the government ensures that all water refill
stations meet certain health and safety standards. It’s important to note that if the water in
a community is contaminated; it can result to epidemic in that community. We will make sure
that all the storage tanks and delivery tankers undergo routine cleaning and chlorination. It is
important to state that we will be required to obtain a license before given a permit to drill a
bore hole for our water refill station. This measure is put in place to guide against people
drilling bore holes in places that are prone to earth quakes and tremors or places that have
sanitary issues. The choice of location would be supervised and screened before the issuance
of the permission to go ahead and install the water refill station. Throughout the country,
water refill station business has performed well over the decade. Population growth, as well
as occurrence of drought and other hostile weather conditions, have indeed increased
demand for water supplied by industry operators. Going forward, per capita water
consumption is projected to decline, as increasing concerns regarding water conservation
drive policy aimed at reducing consumption. Nonetheless, while per capita consumption rates
are expected to depreciate, cumulative water consumption is projected to expand as the
population and economy grow.

D. Marketing Plan
People that need our product will most likely look for ways to get to our water refill
station. The reason why we would need to market our water refill station is to let people know
the uniqueness of our water refill station and to create general awareness.
It is advisable that we visit companies that are into cleaning services and laundry
services to inform them that we are new in town; because they are always in need of water
and we might become a repeat water supplier. Schools, public facilities, homes and even
companies are other sources where our water might be needed. This is especially when its
existing water supply system fails or is under repairs and general maintenance.
Lastly, another trend in water refill stations is the adoption of eco – friendly approach
towards the treatment and supply of water. As a matter of fact, the industry’s adoption of
eco-friendly practices will likely persuade environmentally conscious consumers to buy its
products, while increasing operators’ efficiency.
 When it comes to selling treated water, there is indeed a wide range of available
customers. In essence, our target market can’t be restricted to just a group of people, but all
those who reside in our target market locations. In view of that, we have conducted our
market research and we have ideas of what our target market would be expecting from us.
We are in business to engage in the sale and supply of treated water to the following
groups of people;
 Households
 Industrial Plants
 Laundries and Laundromats
 Hotels
 Restaurants and Canteens
 Event Planners, Parties and Corporate Functions
 Everybody in our target market location

Product/Promotional Strategies
Before choosing a location for Esconde’s Water Refilling Station, we will conduct a
thorough market survey and feasibility studies in order for us to be able to penetrate the
available market in our target market locations.
We will gather detailed information and data that we will use to utilize to structure
our business to attract the numbers of customers we want to attract per time and also for
our treated water to favorable compete with other leading brands in the water refill station
line of business.
In other to continue to be in business and grow, we will continue to sell our treated
water to the available market which is why we will go all out to empower or sales and
marketing team to deliver our corporate sales goals. In summary, Esconde’s Water Refilling
Station will adopt the following sales and marketing approach to sell our purified drinking
water;
 Introduce our water refill station by sending introductory letters to residence, offices,
laundries and Laundromats, industrial plants, event planners and other stakeholders
in Iligan City.
  Open our water refill station with a party so as to capture the attention of residence
who are our first targets
 Engage in road show in targeted communities from time to time to sell our brand
 Advertise our water refill station in community based newspapers, local TV and radio
stations
 Leverage on the internet to promote our water refill station
 Engage in direct marketing and sales
 Encourage the use of Word of mouth marketing (referrals)

Pricing Strategies
When it comes to pricing for products such as treated water, there are two sides to
the coin. We are aware of the pricing trend in the water refill station line of business which is
why we have decided to have various sizes of gallons and water tankers.
In view of that, our prices will conform to what is obtainable in the industry but will
ensure that within the first 6 to 12 months our treated water are sold a little bit below the
average prices of various water refill stations in Iligan City. We have put in place business
strategies that will help us run on low profits for a period of 6 months; it is a way of
encouraging people to buy into our water refill station brands.
 Payment Options
The payment policy adopted by Esconde’s Water Refilling Station is all inclusive
because we are quite aware that different customers prefer different payment options as it
suits them but at the same time.
Here are the payment options that Esconde’s Water Refilling Station will make
available to her clients;
 Payment via bank transfer
 Payment with cash
 Payment via credit cards / Point of Sale Machines (POS Machines)
 Payment via online bank transfer
 Payment via check
 Payment via mobile money transfer
In view of the above, we have chosen banking platforms that will enable our clients to
make payment for the purchase of our treated water without any stress on their part. Our
bank account numbers will be made available on our website and promotional materials to
clients who may want to deposit cash or make online transfer for our treated water.

E. Location
Esconde’s Water Refilling Station is located in National Highway of Brgy. Tibanga,
Iligan City. The store is for leased with a term of ten (10) years. Minor modification will be
needed, but modification cost is included in the sales package of the water refilling machine
supplier.

Figure 1. Location Map

The property is surrounded with apartments, boarding house, offices, schools, hotels,
hospital, and other kinds of business. This will be a strategic location for the water refilling
station since Brgy. Tibanga and the neighboring barangays are a populated area.

F. Competition
We ensured that our facility is easy to locate and we have mapped out plans to
develop a wide supply network for offices and different businesses. We have a CRM software
that will enable us manage a one on one relationship with our customers no matter how large
the numbers of our customer base may grow to. We will ensure that we get our customers
involved when making some business decisions that will directly or indirectly affect them.

G. Management and Operations

Esconde’s Water Refilling Station is a business that is established with the aim of
competing favorably with other leading water refill station brands in the industry and also to
open our outlets all across key cities in the Philippines. This is why we will ensure that we put
the right structure in place that will support the kind of growth that we have in mind while
setting up the business.
We will ensure that we only hire people that are qualified, honest, hardworking,
customer centric and are ready to work to help us build a prosperous business that will benefit
all the stake holders (the owners, workforce, and customers).
As a matter of fact, profit-sharing arrangement will be made available to all our senior
management staff and it will be based on their performance for a period of five years or more
depending how fast we meet our set target. In view of that, we have decided to hire qualified
and competent hands to occupy the following positions;
 Chief Executive Officer (Owner)
 Water Refill Station Manager
Job Roles and Responsibilities
Chief Executive Officer – CEO (Owner):
 Increases management’s effectiveness by recruiting, selecting, orienting, training,
coaching, counseling, and disciplining managers; communicating values, strategies,
and objectives; assigning accountabilities; planning, monitoring, and appraising job
results; developing incentives; developing a climate for offering information and
opinions; providing educational opportunities.
 Responsible for fixing prices and signing business deals
 Responsible for providing direction for the business
 Creating, communicating, and implementing the organization’s vision, mission, and
overall direction – i.e. leading the development and implementation of the overall
organization’s strategy.
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization
Water Refill Station Manager
 Responsible for overseeing the smooth running of the water refill station
 Map out strategy that will lead to efficiency amongst workers
 Responsible for training, evaluation and assessment of workers
 Ensures that the steady flow of both raw materials to the plant and easy flow of
finished products through wholesale distributors to the market
 Ensures operation of equipment by completing preventive maintenance
requirements; calling for repairs.
 Ensures that the water refill station meets the expected safety, hygiene and health
standard at all times.
 Responsible for overseeing the smooth running of HR and administrative tasks for the
organization
 Updates job knowledge by participating in educational opportunities; reading
professional publications; maintaining personal networks; participating in
professional organizations.
 Enhances department and organization reputation by accepting ownership for
accomplishing new and different requests; exploring opportunities to add value to job
accomplishments.
 Defining job positions for recruitment and managing interviewing process
 Carrying out staff induction for new team members
 Responsible for training, evaluation and assessment of employees

Process (Water filtration and Purification system)

 1st unit — Multimedia sediment process
Stage 1 — The water first passes through the 1st stage which makes up of a course
gravel that traps solid particles of about 100 micron
Stage 2 — Consists of sand filters that removes sediment of 50 micron ratings
Stage 3 — Consists of fine sand that eliminates solid particles of 25 micron
Stage 4 — Consists of fine clear slit that eliminates solid particles down to 5 micron
 2nd unit — Multimedia carbon process
Stage 5 — Makes use of a lignite carbon that removes foul taste and odor
Stage 6 — Makes use of bituminous carbon that eliminates yellowish and brownish
 discoloration brought by inorganic contaminants
Stage 7 — Makes use of granular activated carbon (GAC) as the last multimedia
carbon stage. This stage is where the water undergoes longer contact time with the
carbon to eliminate other contaminants that might cause foul smell or taste
 3rd unit — Water conditioning and softening process
Stage 8 — Makes use of resin beads that attract mineral contents that convert hard
water to soft water
Stage 9 — Makes use of ion exchange beads to condition water by extracting the
organic and inorganic chemicals present in the water
Stage 10 — Makes use of another carbon that eliminates any ferrous iron (dissolved
iron) in water
Stage 11 — Makes use of fine gravel that serves as a sieve which eliminates any
residue that might come out during regeneration time. This is a cleansing agent.
 4th unit — Ultra micron process
Stage 12 — Consists of a one (1) big blue housing that includes 1 micron cartridge
that eliminates any microscopic residue that might go to the reverse osmosis
membrane. This stage stands as a protection for the membrane against premature
clogging
 5th unit — Reverse osmosis
Stage 13 — It is the most important system in any water filtration and purification
process. This makes use of a reverse osmosis equipment which has semi-permeable
membrane that only allows pure water to pass through and pushes the unpure
water out of the system to the reverse side or the reject drain line.
 6th unit — Polishing process
Stage 14 — Includes one (1) big blue housing that consists of a carbon cartridge that
serves as a polishing stage to make the water crystal clear and shiny
 7th unit — Anti-microbial process
Stage 15 — This stage eliminates cyst microorganism that has a micron rating of 1
and has a very thick cell wall where UV light sometimes cannot penetrate; however a
micron rating of 0.5 will eliminate such kind of microorganisms. Cyst causes diarrhea
and gastro enteritis.
  8th unit — Water sterilization process
Stage 16 — This last and final stage is the second most important system in a water
filtration and purification system. This is the stage that kills all microorganisms and
other diseases causing bacteria from infiltrating into the product water, thereby
assuring a safe and pure water.

H. Personnel
Cashier
 Responsible for preparing financial reports, budgets, and financial statements for the
organization
 Provides managements with financial analyses, development budgets, and accounting
reports; analyzes financial feasibility for the most complex proposed projects;
conducts market research to forecast trends and business conditions.
 Responsible for financial forecasting and risks analysis.
 Performs cash management, general ledger accounting, and financial reporting
 Responsible for developing and managing financial systems and policies
 Responsible for administering payrolls
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization
Refillers:
 Responsible for selling and refilling water for customers as requested
 Ensures that the pumps are performing and dispensing treated water as required
 Assist in filling water tankers with water as requested
 Handles any other duty as assigned by the water refill station manager
Drivers
 Assist in loading and unloading treated water.
 Maintain a logbook of their driving activities to ensure compliance with federal
regulations governing the rest and work periods for operators.
 Keep a record of vehicle inspections and make sure the water tanker / truck is
equipped with safety equipment
  Assist the water refill station manager in planning their route according to a delivery
schedule.
 Local-delivery drivers may be required to sell products to households and businesses
on their route, obtain signatures from recipients and collect cash.
 Inspect vehicles for mechanical items and safety issues and perform preventative
maintenance
 Comply with water tanker / truck driving rules and regulations (size, weight, route
designations, parking, break periods etc.) as well as with company policies and
procedures
 Collect and verify delivery instructions
 Report defects, accidents or violations
Driver’s Helper/Cleaners:
 Responsible for handling core services that revolve around tanks, water containers
and reservoirs cleaning, parking lot sweeping, snowplowing, drain, duct and gutter
cleaning, parking lot and driveway washing, equipment cleaning and maintenance,
chemical adjustments and other related cleaning services
 Maintain a clean working area by sweeping, vacuuming, dusting, cleaning of glass
doors and windows, etc. if required.
 Ensure that toiletries and supplies don’t run out of stock
 Handle any other duty as assigned by the water refill station manager.

Salary
Benefits Incentives
(per day)
 SSS  Service Incentive Leave
Cashier/Refiller 450  Pag-ibig Fund  Holiday/Christmas
 Phil Health Bonus
Refillers 370  13th Month  Mid-year Bonus
Pay  Cost of Living Allowance
 Overtime Pay  Paid Holiday and
Drivers 380  Holiday/Rest Vacation Leave
Day Pay
Driver's Helpers 350  Night Shift
Differential
I. Application and Effect of Loan or Investment

Sources
a. Loan - New or Additional 1,000,000.00
b. Loan - Recent Balance 0.00
c. Loan - Over Payment 0.00
d. Equity - New or Additional (Own Money) 500,000.00
e. Add-Capital - carry over previous year 0.00
f. Reserved Fund - carry over for next Year 0.00
g. Recycled Total Revenue 0.00
h. Total other unused appropriations 0.00
Total Capital 1,500,000.00
Section 2. Financial Data
A. Projected Financial Statements
Fixed Asset/Start-up Expense List
Fixed Asset Description: Cost:
 Land/Building ₱ 105,000.000
 Equipment and/or Vehicles ₱ 30,000.00
 Leasehold Improvements ₱ 60,000.00
(Other)_____________________________ ____________________________________
___________________________________ ____________________________________
___________________________________ ____________________________________

Start-up Expense Description:

 Legal/Organization Costs ₱ 15,000.00
 Initial Marketing & Promotion ____________________________________
 Licenses and Permits ____________________________________
 Beginning Inventory ____________________________________
(Other)_____________________________ ____________________________________
___________________________________ ____________________________________
___________________________________ ____________________________________
___________________________________ ____________________________________

Total Fixed Asset and Start-up Expenses: _______________________________

 Unit Selling Price and Cost Analysis
Product or Service #1: _______________________________________________

A. Selling Price: __________________ less Direct Costs: Materials ___________ Labor

___________ Sub-contractors ___________ (Other)_______________ ___________
_____________________ ___________ _____________________ ___________
_____________________ ___________

B. Total Cost per Unit __________________

C. Unit Gross Profit (A minus B) __________________

D. Gross Profit % (C divided by A) ____________

Product or Service: #2: ______________________________________________

A. Selling Price: __________________ less Direct Costs: Materials ___________ Labor

___________ Sub-contractors ___________ (Other)_______________ ___________
_____________________ ___________ _____________________ ___________
_____________________ ___________

B. Total Cost per Unit __________________

C. Unit Gross Profit (A minus B) __________________

D. Gross Profit % (C divided by A) ____________