I.

EXECUTIVE SUMMARY
AOSPe & Co. is an aspiring Accounting Consultancy firm owned and run by four

Certified Public Accountants that expertise in all areas of the Accountancy profession, namely
Auditing, Management Advisory and Taxation Services. It was established in 2015 by Ms. Arlyn
Andaya, Ms. Hannah Oros, Mr. Aaron Santos and Ms. Marie Panlasigui. Located at Ayala
Alabang, Muntinlupa, Metro Manila, Philippines. The AOSPe & Co. aims to provide impeccable
services to small, medium, large enterprises, or any individual seeking Accounting and Financial
assistance.
Our objective is to established AOSPe & Co. as one of the most reliable and credible
accounting firm in the country and to build good relationship with our existing clients and
business entities. We also aim on realizing of at least P500,000 on its preliminary year of
operations or 30-40% more than the costs and expenses both variable and fixed incurred upon
rendering of services and to heighten and stabilize the amount of profit AOSPe & Co. is earning.

II.

TARGET MARKET
AOSPe & Co. is an accounting firm offering impeccable accounting services and

financial consulting. It is headquartered on the 4th level of Alabang Town Center at Ayala
Alabang, Muntinlupa, Metro Manila, Philippines. The place is evidently surrounded with
subdivisions, condominiums, hotels, restaurants, business establishments, parks, schools, and
other industries.

According to the latest census, there are already 13,124 total recorded businesses for
2014 in Muntinlupa. On that account, geographically, our target customers are business
enterprises within the area, medium to large organizations.

(Muntinlupa City Government, Muntinlupa Economic Profile (2014), Retrieved from http://www.muntinlupacity.gov.ph)

Regardless of the net worth and level of income, who are looking for a fast, reliable,
inexpensive and professional accounting services whether for Verification of Financial
Statements, Preparation of Income Tax Returns or Management Advisory are encouraged to try
out our unique service.
Aside from the aforementioned services, any individual who seeks financial advises
about saving and investing his money and anyone who needs advice about loans and borrowing
money are also our potential target customers. We also encourage people to seek guidance from
us about budgeting and expense planning. Twenty Five(25) to Sixty(60) year old men and
women are encouraged to invest their excess, excess means funds that they will not be needing
for everyday expenses financial assets so that it will cultivate and earn.

Financial advisory services are also offered to business entities. Excess cash may be
invested in time deposits, money market instruments and treasury bills for the purpose of earning
interest income. Entities may also ask our assistance at the event of bankruptcy, so that theyre
funds will be properly disbursed to those who have claims over the company.
(Valix, C., Peralta, J., & Valix, C. (2015). Cash and Cash Equivalents. In Financial Accounting )

For non-employer businesses, we also offer our services as they may need accounting
assistance in preparing their income taxes as an individual and their tax filers as well. As it is part
of our firms objective to meet every prospective client needs that will lead to unique business
opportunities.
External Auditing
Financial Statements is the main source of the accountability of the business
performance. So a confirmation from a professional and competent auditor to attest the reliability
of the Financial Statements is a necessity. At AOSPe & Co., we will give you the right auditor
that will help you in providing reasonable basis for the user to place trust and reliance on the
business.
Financial Consultation
Consulting a professional before engaging to any investment, loans and any other
business transactions is a must to ensure secure and reliable outcome. Here at AOSPe & Co., we
will provide you professional assistance that will help you make significant decisions for the
betterment of your endeavor.
Management Advisory
Preparing a strategic plan, updating a business plan and enhancing your financial controls
are the things you must not trust just to anyone! So here at AOSPe & Co., we will help you do all
those things with a promise of confidentiality and reliability.

Tax Services
Filing Income Tax Returns is innate in the business industry. And here at AOSPe & Co.,
we will provide you professional and effective accountants that will help and assist you in
computing and filing your taxes.
(Valix, C., Peralta, J., & Valix, C. (2015). The Accountancy Profession. In Financial Accounting)

III.

MARKETING OBJECTIVES

AOSPe Accounting services mission is to provide accounting related services that will
exceed the standards and expectations of our clients. Aside from being consistent in building a
strong reputation, we will also gain traction with our customers.

AOSPe's Marketing objectives are as follows:

AOSPe aspires to be a well-known Accounting Firm Nationwide

To promote the brand AOSPe initially to business entities operating in

Muntinlupa City, Las Pinas City and eventually in the whole region.
To be hailed as the one of the most reliable and credible Accounting firms in the
Republic in the Philippines
To establish good relationships to business entities including Small and Medium
Enterprises
To be the primary choice of enterprises as their external auditors, tax preparers
and determiners of tax consequences of certain business endeavors, and management
advisors in matters of business policies, organizational procedures and other related
services such as forming of opinions about installation of computer systems,
employments and predicting future outcomes of actions an entity is considering to take.
As these are the primary functions of Public Accountants, according to Mr. Conrado
Valix.

To introduce our financial advisory services to potential clients and build a

healthy relationship with them

To prove that we are trustworthy and advantageous in terms of managing our
clients financial assets
To earn a profit of at least P500 000 on its preliminary year of operations or 3040% more than the costs and expenses both variable and fixed incurred upon rendering of
services. According to Mr. Jesi John Bondoc, a healthy mark up is about 30-40% for a
starting business.
To heighten and stabilize the amount of profit AOSPe is earning monthly,
quarterly and annually
To have at least 10-20% market share, for us to be able to meet the
aforementioned objectives
(On the Money [Motion picture]. (2015). Philippines: ANC 13.)
(Valix, C., Peralta, J., & Valix, C. (2015). The Accountancy Profession. In Financial Accounting)

IV.

PRODUCT STRATEGY

As stated in our target market section, our ideal clients are business entities, who are
looking for a fast, reliable, inexpensive and professional accounting services and Individuals who
seeks financial advises and guidance. The following are the services we intend to provide to our
ideal customers:

External Auditing
AOSPe will do its best to form useful opinions upon examination of Financial Statements
whether they are prepared fairly, to aid our clients in making informed judgments and
decisions involving their businesses.

Tax Services

We will faithfully prepare and file its clients income tax returns and determine the tax
consequences of certain business endeavors. We can also help you in minimizing your tax
obligations through legitimate processes allowed by law.

Management Advisory Services

We intend help you in making decision in matters of business policies, organizational
procedures and other related services that is intended to improve the efficiency and
effectiveness of your entity's management.

Financial Advisory Services

AOSPe can aid you in managing your personal financial assets. You can also consult us
before engaging into investments, loans and any other matters involving finances.
(Fisher, S. (2009). Guide to Writing a Killer Marketing Plan)
(McGrath, M. E. (2001). Product Strategy for High Technology Companies)
(Thomson, B. (2004). Creating a Strategic Product Plan)

V.

UNIQUE SELLING PROPOSITIONS

Most of the accounting firms have the same objectives, have the same procedures, and

uses the same standards. But what makes AOSPe & Co. different from other firms?

AOSPe is flexible. We will provide you the services that will suit best in your needs in

the most effective and efficient way, in no time.

We guarantee to offer you the best assistance there is in the market with a much lower

cost that will complement with your budget.

In AOSPe, well create a long term relationship with our clients as we are available to

answer their questions as soon as they arise. For example, the progress for their tax that we filed,
any updates about the financial situation of their investments etc.

We provide clients in our specialty areas with proficiency, assistance and support,

reflecting our distinctive knowledge in your field.

In AOSPe, we treat our clients like our family. We believe that being able to connect with

them not just as business associate but also as team is the key to gain the traction we are aiming.

We will save you the headache of planning, establishing, managing, auditing and tax

filing as we guide you while you go through these steps. Whatever your objectives are, we want
to help you reach them!

As there are a lot of changes happening in the business world, law varies from time to

time. Here in AOSPe, we always make it sure to expand our knowledge with regards to the
changes so we can always provide you the best.

Unlike other firms, we have a fixed rate. We do not charge by the hour of our talk. We

value the relationship to our client that we have to understand very well their problem.

VI.

PROMOTION STRATEGY
Promotion Strategy is necessary in order to publicize our firm in the business world. And

to be able to do that, we are presenting the following strategies:

Tarpaulins showing a complete list of our services and our CPAs and their achievements
Radio advertisements
Personal Meet up by the partners with our ideal customers
Referrals from previous and existing clients. We will focus on getting referrals from

major banks and brokerage firms

Online marketing aospefirm.webly.com to established online business presence. And to
make it possible for our clients as well as prospects to get the update about our services

and other relevant information anytime and access to the information as per their

convenience.
We will also hold free seminars including Tax Seminars, Financial Advising, etc. to

introduce our brand to potential clients.

Discount to any clients that refer a new client to our firm.
Business Card, Local Newspaper Advertisements upon start of Operation.
Direct Marketing, be able to send regular newsletters to our existing clients, also
newsletters containing our annual tax planning, and other Financial Advises.
Our promotions strategy is the key to introduce and raise awareness to clients of our

Firm. We will make sure to execute effectively and efficiently the stated strategies to build
reliability and credibility of our firm.
(Kurtz, D. (2008). Personal Selling and Sales Promotion. In Principles of Contemporary Marketing)

VII. PRICING STRATEGY

In AOSPe, we believe that a service cannot be classified as quality service if the pricing is
unfair to our intended customers. It is important for them to weigh the costs, efforts and benefits
of the service. In the accounting and auditing parlance, the prices must be based on the proposed
prices that will be both beneficial to the customer, the partners and everyone who constitutes our
firm.
The Market Pricing Strategy that we will use is the penetration pricing strategy; we intend
to achieve our pricing objectives, by having our own market share. Offering a lower price than
the prevailing is ideal for a newly opened firm competing to an industry that has dozens of
competitors to attract new customers. Skimming and competitive pricing strategy wont work in
this kind of field since we are a newly created firm because dozens of our competitors have
established theyre credibility. So for us to introduce ourselves and have our market share we
would be offering our services applying the market-minus strategy.
(Kurtz, D. (2008). Pricing Strategies. In Principles of Contemporary Marketing)

As mentioned above, it is important to weigh the costs and benefit of a service. Our
services will be offered with a very reasonable price as required by law and definitely within our
customers means without discounting the quality of service we will render.

Auditing
Basically, the prices charged by an external auditor, either independent CPAs or Firms;
depend on the complexity of the financial information provided by the client. If the accounting
procedures of an entity are disorganized, the auditor will have to double his/her efforts to verify
the fairness of the preparation of the statements. Thus, the price will be higher than those that
have well-organized accounting procedures within their entity but still within the range of the
prices we offer. But as part of our service we will provide suggestions and advises to our
customers regarding the improvement of their accounting procedures, so that, for the subsequent
period, the prices that we will charge to them is lower than the previous.
Moreover, the average prevailing computation of proposed audit fee can be based on any of
these factors; percentage of gross income, percentage of total assets and percentage of total
operating expenses.
Basis
Percentage of Gross Revenue

Prevailing Rate

AOSPe & Co.s offer

(including all other income

4-5%

3.5-4.5%

and earnings)
Percentage of Total Assets

2-4%

1.5-3.5%

1-2%

.5-1.5%

(excluding intangible assets)

Percentage of
Operating Expenses(before
tax exclude cost of sales)

For example, if we are going to apply the percentage of gross sales method using the
2014 record. Assuming that we already have 10% of the market share, we will be able to meet
our objective to gain a profit of P500,000 or even more.
Taxation
AOSPe targets small and medium enterprises in terms of tax preparation and tax filing,
because most large corporations, both domestic and foreign, hire their own tax accountant or
agents. Thus, our service is primarily offered to SMEs.
We surveyed different SMEs asking how much they pay in independent tax agents and
concluded that the rates charged by tax agents to them ranges from 5000 to 20000 PHP per
month depending on the level of income and the number of sources of income of an entity or of
an individual. Since, AOSPe opted for market-minus pricing strategy we will offer our service
within the range of 4000-18000 per month for SMEs.
Management Advisory Services
The pricing of this service will be based on the agreement of the entity and AOSPe firm.
However, the minimum offer price is 5000 PHP, since this service is purely opinionated. The
price that will be charged depends on the effectiveness of our suggestions and recommendations.

Financial Advisory Services

Same as management advisory services, this service is purely opinionated but the
opinions of the advisors are based on statistics and facts. According to Mr. Prince Geoff Santos,
CPA, the prices charged by a financial advisor depends on the level of income gained from the

investment of his/her clienteles; percentage of income earned. However, it varies on the type of
investment whether it is long-term or short-term.
Type of Investment
Long-term investments (stocks, bonds, debentures etc.)
Short-term investments (time deposits, money-market

Prevailing Rate
5-15%
7-17%

AOSPes Offer
3-13%
5-15%

securities etc.)
(http://www.coa.gov.ph/phocadownload/userupload/issuances/rules-and-regulations/PD1445.pdf)
(www.myaxp.com/newsletters/Computation_of_audit_fees.xls)

VIII. ONLINE MARKETING STRATEGY

One of our marketing strategies is to give our clients the accessibility to our firm. We
value the connection we have on them so much that we decided to put up a website that they
access anytime, anywhere.

Our website was created through weebly.com that caters to the needs of our prospective
clients. The services we are offering, the reason why they should choose us and a small
information about the firm and the people who behind the firm are just some of the things you
will see in our site. They can also send us queries and feedback through the Contact section of
the site.
Prospective clients may check us at www.aospefirm.weebly.com

IX.

REFERRAL & RETENTION STRATEGY

Since our clients are one of the building blocks of our firm, it is crucial that we are able to
meet their standards in order for us to keep them. Customer retention is as important as retaining
our firm in the business. For without them, our firm would be useless. Especially now that we are
in the relationship era. So we came up with some marketing strategies that we are going to apply
in our customer retention.

1. Relationships. We believe that building a good rapport to our clients is one of the key to
make them satisfied, loyal and happy. We will treat them not just as a customer but as a
friend who they can rely into. We will start by hiring people who are naturally
sympathetic. This way, we can make sure that no single client will be ignored and will
feel unimportant.
2. Service. Providing impeccable services to our clients is just as important as treating our
clients nicely. We believe that giving them the right services that they need to help their
businesses grow is crucial. We also enhanced our services to fit into our clients liking.
Here are just some:
a. External Auditing. Aside from giving them just and professional auditor to
confirm and audit their financial statements, we will also be providing them (3)
three years of prior period error allowance from the date of audit. So that, if ever
there were errors that will be needing corrections, we will still be providing them
auditing complimentary services.
b. Financial Consultation & Management Advisory. Our services will not end on
the day we made the consultation nor on the day we finished making your
business plans. Rest assured that we will still guide you as you go through the
process of your engagement into any business transaction.
c. Tax Services. Filing ITR is more complicated than it seems to be. So we will save
you the complication as we will be the one who will compute your taxes and be
your tax filers as well.
3. Availability. Being able to reach our clients is one of the things we value the most as we
are promoting on building a harmonious relationship with them. And in order for our
clients to reach us anywhere and anytime, we published a website where they can contact
us through email aside from the office we established.
4. Price. In order to secure our place in the market, we believe that part of building our
relationship with our clients means taking care of them as well. And it is our part, as a
firm to look after them, and that is what they expect us to do. In AOSPe & Co., we value
our clients so much that we offer more services without charging them more.

5. Promotion. Promoting our services to the business world is vital in our firm. We will
promote ourselves by providing commendable work and building a reputation that will
sure compete globally. We also expect our clients to endorse us using their word of
mouth. Clients who are able to refer us to another client will receive a mark down on
their next transaction.
6. Feedbacks. Getting feedbacks from our clients is a way to improve our services much
more. We believe that not every client may like our firm, or suit best to the services we
are offering, but we believe that collecting their opinion will help us a great length in
developing our skills even more.
With all of these things combined, we believe that we can keep our customers, make their
endeavors successful and our firm even more successful.

REFERENCES:
Muntinlupa City Government, Muntinlupa Economic Profile (2014), Retrieved from
http://www.muntinlupacity.gov.ph/index.php?target=business&params=request_._resord
Valix, C., Peralta, J., & Valix, C. (2015). Cash and Cash Equivalents. In Financial
Accounting (2015 ed., Vol. 1, p. 184). Manila, Philippines: GIC Enterprises &.

Valix, C., Peralta, J., & Valix, C. (2015). The Accountancy Profession. In Financial
Accounting (2015 ed., Vol. 1, p. 6-8). Manila, Philippines: GIC Enterprises &.
On the Money [Motion picture]. (2015). Philippines: ANC 13.
McGrath, M. E. (2001). Product Strategy for High Technology Companies. New York:
McGraw-Hill
Thomson, B. (2004). Creating a Strategic Product Plan. Retrieved June 30, 2010
Fisher, S. (2009). Guide to Writing a Killer Marketing Plan, E-book series. Retrieved from
http://nsbdc.org/wp-content/uploads/2010/11/Guide_to_Writing_a_Killer_Marketing_Plan.pdf
Kurtz, D. (2008). Pricing Strategies. In Principles of Contemporary Marketing (14th ed., pp.
643-646). Canada: South-Western Cengage Learning.
Kurtz, D. (2008). Personal Selling and Sales Promotion. In Principles of Contemporary
Marketing (14th ed., pp. 643-646). Canada: South-Western Cengage Learning.
State Audit Code of the Philippines. Retrieved from
http://www.coa.gov.ph/phocadownload/userupload/issuances/rules-and-regulations/PD1445.pdf