Executive Summary

Metro Manila’s population is getting bigger and bigger through time. Residential spaces are getting smaller.
Remodeling of houses are now in-demand to cope up with the space requirements. Remodeling demand will grow
bigger for the next years to come.
Furni-stack offers a wide range of interior design services to meet any client's needs in Metro Manila:

 On-site consultations;
 Project survey & analysis;
 Space planning & furniture arrangement;
 Design concepts;
 Finishes & furnishings;
 Custom designs;
 Purchasing, delivery, & installation;
 Project coordination & management.

1.1 Objectives
The primary objectives of our firm are to:

 Exceed customers' expectations for service and product.

 Increase the number of clients served by 15% per year through superior performance.
 Develop a sustainable start-up business that is profitable.

1.2 Mission
Furni-stack’s mission is to assure superior customer service by doing the following:

 Open communication with clients. The explanation of the "pros and cons" of different selections and
design options are discussed in detail.
 Include the client in every stage of the design process.
 Exceed the customer's expectations for the project.
 Maintain continuing education of the latest development and innovations in the interior design field.

Company Summary
Anthony Joe P. Melgarejo will start Furni-stack to offer a wide range of interior design services to clients in Metro
Manila. The company has a high level of expertise in interior design and will provide superior personal services to
all clients. Anthony takes pride in knowing that 50% of their business comes from repeat clients and their referrals.
Our responsibility is to take the client's design goals and utilize our skills and resources to exceed the client's
expectations for service, value, functionality, and beauty.

2.1 Company Ownership

The owner of Furni-stack is Anthony Joe P. Melgarejo.
2.2 Start-up Summary

Anthony Melgarejo will invest P250, 000,000 in Furni-stack. He will also secure a P2 ,000,000 loan.

Services
Furni-stack will offer a wide range of interior design services to meet any client's needs in Metro Manila:

 On-site Consultations: Convenient consultations for busy homeowners and professionals are offered at
the home or office. The consultation will include all necessary product samples for clients for review,
thus eliminating the hassle of having to visit numerous stores for different products.

 Project Survey and Analysis: Each site is inspected for its layout and function. In-depth client interviews
are conducted to determine all necessary requirements for the project. This information is then analyzed for
design concepts and space planning.

 Design Concepts: The design concept can begin with a treasured piece of fabric or furniture, or simply a
blank page. The goal is to attain the "look" and "feel" a client wants, from "light and airy" to "rich and
elegant" to "comfortable and cozy." Each project develops its own flavor from the unique selection of fabrics,
furniture, and finishes.

 Finishes and Furnishings: There are many factors to consider when selecting furniture and finishes. Furni-
stacks expertise and guidance helps clients make the best selections for their needs. Creativity is also applied
in the selection process to create the desired look.

 Custom Designs: Custom furniture, built-ins, and window treatments are also available through the
talents of Hamlin and Park Design. Detailed drawings are prepared to help clients visualize the finished piece.

 Purchasing, Delivery, & Installation: Once final selections are madeFruni-stack assumes all responsibility
for coordinating the purchasing, delivery and installation of the entire project.

Project Coordination & Management: Some projects require a certain sequence of installation for maximizing
results. Furni-stack coordinates all aspects of these projects to ensure smooth transitions from each phase until
project completion.

Market Analysis Summary

Due to the strengthening of the area's economy, more Metro Manila homeowners are exploring interior design to
improve their homes' beauty and charm. Last year, residential interior design companies generated percent
increase in sales in Metro Manila. Approximately, 33% of the sales were located in Quezon. Forecasts for next year
predict that there will be an increase of 11% in sales. This demand for interior design services is a tremendous
opportunity. Furni-stack is poised to take advantage of these changes, and expects to become a recognized name
and profitable entity in the city's interior design market.
4.1 Market Segmentation
The customers that Furni-stack will be serving can be divided into three groups:

 New Home Construction: Hamlin and Park Design will compete for the interior design projects associated
with new homes. Contracted consulting responsibilities with the builders can include one or more of the
companies services, i.e. strategic planning, master planning, and lighting, floor or carpet design.

 Remodeling Projects: These projects have some of the same characteristics as new home construction
(i.e. working as a consultant with builders) but can also include greater control over all aspect of the project.

 Interior Design of Existing Home: Hamlin and Park Design will control all aspects of these projects.

Market Analysis

Year 1 Year 2 Year 3 Year 4 Year 5

Potential Customers Growth CAGR

New Home Construction 6% 1,500 1,590 1,685 1,786 1,893 5.99%

Remodeling Projects 10% 3,000 3,300 3,630 3,993 4,392 10.00%

Interior Design of Existing

8% 2,000 2,160 2,333 2,520 2,722 8.01%
Home

Total 8.50% 6,500 7,050 7,648 8,299 9,007 8.50%

4.2 Competitive Edge

Furni-stack's competitive edge is that Anthony Melgarejo is highly successful with a loyal customer base. For the
past five years, Anthony was venturing into business which makes the lives of his customers more enjoyable,
comfortable and easier.
Strategy and Implementation Summary
Furni-stack will focus on the interior design needs in Metro Manila, especially in Quezon. Our target customers will
be the affluent residents of greater Metro Manila.

5.1 Sales Strategy

The following is the sales strategy Furni-stack will employ on the three target customer groups:

 New Home Construction/Remodeling Projects: Anthony Melgarejo already has a strong professional
relationship with the dominant builders/remodelers in greater Metro Manila. He will meet with them directly
and pitch the consulting services of Furni-stack. 

Interior Design of Existing Home: Visibility with the customer base is the most important marketing activity Furni-
stack will follow. Quezon has a few homeowner associations that meet regularly. In the past Anthony has made
presentations on interior design issues. They will continue this service to the community to raise the visibility of
Furni-stack.

Management Summary
Furni-stack is a single owner interior design firm.
Anthony Melgarejo is an entrepreneur graduated from Mapua Institute of Technology with a degree of BS
Computer Engineering. He didn’t put up all his energy into his degree but ventured into business that will help
people go on with their daily lives. For the past five years, he established a few firms that are technical in aspect.
He got his inspiration from Furni-stack when he saw people living in the suburbs and condominiums. “Both are in
contrast but both need remodeling”, he said. He seek advice from an Interior Designer who is his former
schoolmate and friend .

Financial Plan
The following is the financial plan for Furni-stack.
The financial plan depends on important assumptions, most of which are shown in the following table as annual
assumptions. The monthly assumptions are included in the appendix. From the beginning, we recognize that
collection days are critical, but not a factor we can influence easily. At least we are planning on the problem, and
dealing with it. Interest rates, tax rates, and personnel burden are based on conservative assumptions. Some of the
more important underlying assumptions are:

 We assume a strong economy, without major recession.

 We assume, of course, that there are no unforeseen changes in the economy that would change our
estimations.
General Assumptions

Year 1 Year 2 Year 3

Plan Month 1 2 3

Current Interest Rate 10.00% 10.00% 10.00%

Long-term Interest Rate 10.00% 10.00% 10.00%

Tax Rate 30.00% 30.00% 30.00%

Other 0 0 0