HACCED REALTY DEVELOPMENT CORPORATION

BUSINESS PLAN – PROJECT SELLING

A. Executive Summary

This business plan covers the Hacced Realty Development Corporation's Higher Ground (HG) project
exploring the highest and best use for a mixed-use development infrastructure with condominium, business
and commercial mall facilities to be built within Taguig City. The site area includes a parcel of land totaling to
3,417 square meters. This project is designed to promote its ability to heighten intersection between a safe,
healthy, and ecofriendly environment.

B. Brokerage Entity

The company's mission is to become the recognized developer in its targeted market for real estate industry
and property management services

The following are the main objectives for Higher Ground Project:
 To present the viability of the proposed business plan
 To present the project's risks and advantages
 To prepare for the funding and give the loan agency confidence that their money will be repaid
 To invest in raw real estate properties for the purpose of mixed-use development
 To be able to hire self-motivated, success-oriented, and hardworking sales agents
 To give incentives to the top agents who will receive top commission allowing them more financial
advantage for advertising in order to gain more business
 To establish a successful partnership with our clients, our staff members, and our title companies,
that respect the interests and goals of each party
 To develop a solid, corporate identity in our specified targeted market area.
 To establish good working relationships and begin working as a team, promoting communication
and suggestions from all participants.
 To generate a profit, grow at a challenging and manageable rate, and to live up to the ethical codes
 To realize a positive return on investment within the first 12 months.
 To generate monthly income while obtaining market value appreciation over a longer period

Core Values:
 The company will always continue to strengthen its position in the target market area by providing
superior customer service to clients and to sales associates.
 The leaders will create vision, inspire others and advance the priorities and mission of the
organization.
 The company will encourage innovation, adapt to change and be willing to take risks.
 The organization will have commitment and determination by pursuing the common goals
especially when experiencing adversity.
 Cooperation and working together for the common good of the people we serve and the
organization's mission.
 The company will be known for follow-through and responsiveness to their customer's needs and
achieve agreed-upon outcomes.
 The organization will use all resources efficiently and effectively in order to further the
organization's mission to serve people.
1. Structure and Ownership

HRDC is ably managed by a team of professional and registered real estate brokers and developers,
who are well trained and experienced in the local real estate industry covering. HACCED Real Estate
Company (HREC) was established by six (6) licensed brokers namely, Happy E. Dos Santos, Corazon C.
Arceo, Erika Mary C. Lusterio, Danielle Vicaldo, Chrysller Soriben and Ashren Espique.

As part of the real estate regulation, the owners and officers of the company are duly accredited real
estate brokers with PRC and salespersons are duly accredited by HLURB.

PRC Registration Number of the Key Officers are as follows:

• Happy E. Dos Santos- PRC LICENSE # 0013457

• Cora C. Arceo –PRC LICENSE # 0014567
• Erika Mary C. Lusterio- PRC LICENSE # 0032479
• Danielle Vicaldo- PRC LICENSE # 0023482
• Ashren Espique- PRC LICENSE # 0047382
• Chrysller Soriben- PRC LICENSE # 0053823

2. Location

The HRDC is currently operating at #11 Dama de Noche Street, Town & Country Executive Village,
Antipolo City. The business is aligned with all the required SEC registration, LGU permits and necessary
licenses in Antipolo City. All are on file and are complete. The requirements on file are as follows:

• Locational clearance
• Mayor’s permit registration
• Business name registration with SEC
• Articles of Incorporation, approved by SEC;
• Barangay clearance
• Public liability insurance.

3. Management Team
a. Duties and Responsibilities
i. Chairman, Board of Directors – Investments and top-level business development
ii. President/COO – Day to day general management of operations
iii. Finance and Accounting – General financing management
iv. Legal Division – All corporate legal documentation and activities
v. Sales and Marketing – Marketing and sales through the management of appointed
marketing brokers and agents
vi. Administrative Division – Day to day office operations and bookkeeping
vii. Operations Division – General logistics and operational work support
1. Commercial Unit Management – Management and maintenance
2. Residential Unit Management – Management and maintenance
3. Healthcare Facility – Focusing on the baseline information, emergency
responses, health and wellness program for residents and consumers
4. Security Management - Responsible for monitoring the security operations
for the company. He or she will implement security policies, regulations,
rules, and norms and make sure that the environment in their organization is
safe for the residents, employers and visitors.
 b. SWOT Analysis

STRENGTH OPPORTUNITIES
Knowledge in administration in accounting, marketing Recruitment of people to fill the gaps: HR specialists,
and law governing the development recruitment consultant, PR consultant, health and
Innovation to keep up with the new trends safety company
Each have contacts or networks to suppliers Continuous training and seminars will be implemented
The department heads are motivated and driven for quality service and good interaction between co-
towards common goal workers
WEAKNESS THREATS
New to the market There will be no room for error in services
New resources and assets There is a rising competition
Lack of capitalization There is uncertainty of productivity

Chairman, Board
of Directors

President

Finance and Sales and Administrative Operations

Legal Division
Accounting Marketing Division Division

Commerical
Units

Residential Units

Healthcare
Facility

Security
C. Products and Services

a. Products
b. Services
1. 24-Hours Emergency Services
2. Discounted rates on gym and wellness centers, as well as outpatient department check-ups.
3. On-site security guards who patrol the grounds during evenings, nights, and early mornings.
4. On-site repair service.
5. Open line of communication between the tenants, residents and the management via a Higher
Ground App and a 24-hour, call-in answering service.

D. Market Analysis
a. Market Segmentation
b. Target Market
c. Competition
d. Barriers to Entry
e. Regulation

E. Marketing Strategy
a. Competitive Edge
b. Pricing, Product, Place, Promo – Marketing Plan
c. Milestones
d. Risks and Mittigants

F. Operations (Sales and After-Sales Documentation)

Higher Ground Project is completely departmentalized. The main departments are finance, marketing,
management, legal and operations. Danielle Vicaldo, co-owner of the company, assumes the responsibilities of
the Chairman, while her counterpart, Happy Dos Santos, will be responsible for the duties of COO. The company
will make all decisions in accordance with the company mission. Employees are delegated tasks based upon
their specialty.

Every six months, the top managers will assess the results of these tasks, and the personality of the
employee involved, to determine promotion and/or salary issues.

a. Personnel Plan

Department Number of Personnel

Finance and Accounting 2 – Head, 5 – Staff
Legal Division 1 – Head, 5 – Staff
Sales and Marketing 2 – Head, 1 – Broker, 20 – Sales Agent
Administrative 1 – Head, 10 – Staff
Operations Head – 1
Commercial Unit Management Head – 1
Residential Unit Management Head – 1, 10 – Housekeeping
Healthcare Facility 3 – Doctors, 10 – Nurses
Security Management 1 – Head, 10 – Security Guards

b. Key Assets and Intellectual Property

 i. Safety and Security
ii. Health and Wellness
iii. Eco-Friendly Environment

c. Suppliers

The company will develop key strategic alliances and sponsorships with major key industry
organizations that help bring credibility, public relations, quality service to our clients. These
organizations include the following:

1. Rustan’s Supermarket
2. Healthy Options
3. Snap Fitness
4. St. Luke’s Medical Center
5. Healthway
6. High Precision Diagnostic Center
7. Security Agency
8. The Body Shop

G. Financial Plan

1. Start-Up Funding

Start-up expenses and funding required are shown in the table below. This includes expenses and the
rest in cash needed to support operations until revenues reach an acceptable level. Most of the
company's liabilities will come from outside private investors and management investment, however, we
have obtained current borrowing from Bank of the Philippine Islands (BPI), the principal to be paid off in
two years. A long-term loan through China Bank (CB) will be paid off in ten years.

Start-Up Requirements
Start-Up Expenses
Legal 60,000
Architect Fees 5,000,000
Stationery 2,000,000
Brochures 500,000
Consultants 650,000
Insurance 1,100,000,000
Rent
Construction 1,100,000,000
Expensed Equipment 500,000,000
Other 5,000,000
Total Start-Up Expenses 2,263,210,000.00

Start-Up Assets
Cash Required 5,000,000,000
Other Current Assets 2,000,000,000
Long Term Assets 1,000,000,000
Total Assets 8,000,000,000
 Total Start-Up Expenses 2,263,210,000.00
Total Assets 8,000,000,000
Total Requirements (Add Both) or Total Funding 10,263,210,000.00
Required

Liabilities and Capital

Liabilities
Current Borrowings 3,000,000,000
Long-Term Liabilities 5,000,000,000
Accounts Payable (Outstanding Bills) 800,000,000
Other Current Liabilities (Interest Free) 1,200,000,00
Total Liabilities 8,800,000,000.00

Planned Investment
Happy Dos Santos 3,421,070,000.00
Erika Lusterio 3,421,070,000.00
Heart Arceo 3,421,070,000.00

Investors
Total Planned Investment 10,263,210,000.00

Total Planned Investment 10,263,210,000.00

Loss at Start-Up Expenses 2,263,210,000.00
Total Capital (Minus) 8,000,000,000.00

Total Capital 8,000,000,000.00

Total Liabilities 8,800,000,000.00
Total Funding (Add Both) 16,800,000,000.00

2. Important Assumptions
 The Company has based its financial statements on the following:
 Higher Ground Project will have an annual revenue growth rate of 20% per year.
 The company will acquire Php 1,000,000 of investor funds to develop the business.
 The company will not seek debt financing in the first three years of operations.
 There will be a healthy growth trend in the local real estate market, along with a continued strong
local economy.
 The company will stay in line with the continuing advances in technology and residential unit facilities.

3. Sales Forecast
4. Cost Structure