(Murang Lakbay sa Pilipinas)

Air transport Ticketing and Booking service in the Philippines.

DATE PREPARED
04/29/2021

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 NON-DISCLOSURE AGREEMENT

This agreement is to acknowledge that the information provided via a business plan by
__________________________, hereinafter known as the “Business”, is unique and confidential; therefore,
anyone reading this business plan agrees not to disclose any its information without the express written
permission of the Business.
It is acknowledged by __________________________, hereinafter known as the “3rd Party”, that the
information furnished in the business plan, other than what is in the public domain, may cause serious harm
or damage to the Business and will be kept in the strictest of confidence by the 3rd Party. Therefore, any
breach of confidentiality by the 3rd Party shall result in monetary damages of which may not be an exclusive
remedy and shall be determined by the court of jurisdiction deemed worthy by the Business.
Upon request, the business plan, along with any copies or duplicates, is to be immediately returned to
Business.

3rd Party’s Signature _________________________

Name (typed or printed) ____________________________

Date _________________________

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 TABLE OF CONTENTS
CHAPTER I: INTRODUCTORY PAGE ………………………………………….....…5
i. Business name & address
ii. Names and address of business owners/entrepreneurs
iii. Nature of the business
iv. Statement of financing needed
v. Confidentiality report
CHAPTER II:EXECUTIVE SUMMARY……………………………………..……6

i. Our Mission
ii. The Company and Management
iii. Our Services
iv. Our Market
v. Our Competitive Advantages
vi. Financial Projections
vii. Start-up Financing Requirements
CHAPTER III: ENVIRONMENTAL AND INDUSTRY ANALYSIS ………….…8
i. Sociocultural Conditions
ii. Technological Conditions
iii. Economic Conditions
iv. Politico-legal Conditions
v. Supply and Demand
vi. Competition
CHAPTER IV: DESCRIPTION OF THE BUSINESS …………………………….…9
i. Service
ii. Mission statement and core values
iii. Location of the business and its major physical assets
iv. Background of the business owners/entrepreneurs

CHAPTER V: PRODUCTION PLAN …………………………………..…...……..…11

i. Business Description
ii. Price Strategy
iii. Competitors review

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CHAPTER VI: OPERATIONS PLAN ………………………………..…………….…13
i. Description of Company Operations
ii. Flow of orders for services
CHAPTER VII: MARKETING PLAN …………………………………………..……..15
i. Trackable Goals
ii. Situation Analysis
iii. Target Market
iv. Promotion/Distribution Strategy
CHAPTER VIII: ORGANIZATIONAL PLAN ………………………..……….….…16
i. Form of ownership
ii. Principal shareholders or partners
iii. Organizational chart
iv. Roles and responsibilities of management team
CHAPTER IX: FINANCIAL PLAN …………………………………………….......….18
i. Assumptions
ii. Pro forma balance sheet
iii. Pro forma income statement
iv. Cash Flow projection
v. Sources and uses of funds
vi. Break Even Analysis
CHAPTER X: ASSESSMENT OF RISK ……………………………………..…...…..23
i. Potential risks – internal and external
ii. Strategies for preventing or minimizing risks
iii. Response to risks should they occur
CHAPTER XI: TIMETABLE/ MILESTONES …………………………………….....24
i. Formal registration of Business
ii. Completion of product/service design
iii. Hiring of initial personnel
CHAPTER XII: APPENDICES ………………………………………………...……….26
i. Curriculum Vitae
ii. Price list of suppliers
iii. Profile of competitors
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 CHAPTER I: INTRODUCTORY PAGE

i. Name of Business
MURALAPI (Murang Lakbay sa Pilipinas)
ii. Address:
Along St. Paul Avenue, Bayubay Sur, San Vicente, Ilocos Sur
iii. Nature of the Business
A website ticketing and booking service that provides affordable and budget friendly deals.
iv. Statement of Financing Need
Advertisement
Promotional Video Php 50,000
Social Media Ads Php 45,000
Celebrity Endorsement Php 50, 000
Domain
1 year Domain Php 650
Computer Units
2 Computer Setups Php 147,980
Internet
1 year subscription Php 28,800
Web developer
3 month Salary Php 150,000
Total: Php 471,630

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 CHAPTER II: EXECUTIVE SUMMARY

i. Our Mission
Our business' goal is to provide our customers the best, quality and affordable vacation. The four core
values that we live in every single day are integrity -we work by knowing what is right and doing
right, responsibility - to be responsible for things that can contribute to the business, accountability -
being responsible for the actions, decisions, behavior in work, and trustworthiness - to build a better
relationship and to nurture trust with our customers. We aim to be the number 1 partner of airlines for
ticketing services.

ii. The Company and Management

MURALAPI is headquartered in the City of San Vicente in the province of Ilocos Sur. The logo is
designed to show the vector of a beach, so that everytime our customers see our logo they will
remember the joys of vacation. The company is owned by a corporation of Kyle Michael Rocero,
James Edric Catindig, Gabriel Angelo Reyes, Wilfred Plomos, and Byron Sarmiento Jr. The owners
will be hands-on on the business as the first primary managers.

iii. Our Services

The students, families, adventurers, and any individual who wants to travel around the Philippines for
low-cost tickets. MURALAPI's services will include:
● 24/7 open application
● List of tickets from different airlines
● Travel guides
● Scheduling
● Calendar of activities

iv. Our Market

The main market for MURALAPI is tourists. Ideally, people who want to travel with a
budget-friendly price. Our business provides a variety of travel services and destinations. Clients are
free to choose on what to include in the package according to their budget.

v. Our Competitive Advantage

In MARLUPI you can find many budget friendly packages, as we offer a wide variety of solutions for
private vacations in the Philippines for any budget. If you feel these are not enough, we would teach you
on how to build your own affordable package, including the best deals on flights. A vacation in the
Philippines won’t hurt your pocket and can even be reasonably cheap.

vi. Financial Projections

The profit will be divided for each co-owner. On start we have five workers to provide booking
services and as we expect to hire 500 employees in 2023. We are planning to expand our business, so
that they can also avail international travel. With the projection on average of 7000 audience per
month on our application and website we assume an income of 150,000 PHP per month minus the
expenses equating to a profit of 61,000 PHP tax excluded.
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vii. Start-up Financing Requirements
We are seeking an operating line of 471,630 PHP to finance our first-year growth.

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 CHAPTER III: ENVIRONMENTAL AND INDUSTRY ANALYSIS

i. Sociocultural Conditions
With the threat of the pandemic happening, consumers want to lessen contact with other people.
Transactions can be done without contact as we have a website to settle everything that is needed.
Our service can help decrease the hassle of finding good hotels and transportation when wanting to
go on a vacation.

ii. Technological Conditions

Due to the pandemic, many businesses have come into e-commerce. It is not detrimental to our
business as we have constant communication with our partners. Hiring employees would not be a
problem as our business can be conducted virtually.

iii. Economic Conditions

As of October 2020, the unemployment rate in the Philippines grew to 8.7% from 5.1% in 2019.
The labor force in the Philippines dropped to 55.7% entering 2020. With that in mind, our business
is perfect for those who can work from home. Managing the website and talking to customers can
be done in the comfort of their own homes.

iv. Politico-legal Conditions

Our customers’ personal financial information will be protected. RA 7394 (Consumer Act of the
Philippines of 1991) and RA 10173 (Data Privacy Act of 2012) will always be applied. The
appropriate tax shall be added depending on the services chosen by the client.

v. Supply and Demand

As of now, there is a weak travel demand and is expected to persist for some time. But we are
looking into the future where the vaccine is available for everyone and once the Philippines is a
covid-free country.

vi. Competition
There will always be competition in relation to tourism. Our service includes all the necessities in a
vacation tour i.e. accommodation, transportation, airline ticket, and tour package

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 CHAPTER IV: BUSINESS DESCRIPTION

i. Service
Our business is called MURALAPI, short for Murang Lakbay sa Pilipinas. This is a website where
you can book your flight easily online. Our website offers cheap prices for flights, it also offers
affordable hotels where you can stay during the vacation, tour packages where you can have a tour
guide to go in the different tourist spot and transportation, they can rent a different vehicle so that
they can use it for their trip.

ii. Mission and Core Values

The mission of our business is to provide our customers the best, quality and affordable vacation.
Our four core values that we live in every single day these are: integrity -we work by knowing what
is right and doing right, responsibility - to be responsible on things that can contribute to the business,
accountability - being responsible for the actions, decisions, behavior in work, and trustworthiness -
to build a better relationship and to nurture trust with our customers.

iii. Location of the business and it major physical assets

Our Office will be located along St. Paul Avenue, Bayubay Sur, San Vicente, Ilocos Sur.

iv. background of the business owners

Name: Rocero, Kyle Michael
Junior high school in St. Paul College of Ilocos Sur, and senior high school in PATTS College of
Aeronautics

Name: Samonte, James Edric

Junior high school in Dominican College of St. Rosa, and senior high school in PATTS College of
Aeronautics, 1 week as crew in a restaurant

Name: Plomos, Wilfred

Junior high school in St. Augustine school, and senior high school in PATTS College of Aeronautics
Owner of Sweet Cravings

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Name: Reyes, Gabriel Angelo
Junior high school in Divine Light Academy – Molino, and senior high school in PATTS College of
Aeronautics, Small time egg dealer

Name: Sarmiento, Byron Jr.

Junior high school in Our Lady of the Pillar Catholic School Inc., and senior high school in PATTS
College of Aeronautics

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 CHAPTER V: PRODUCTION PLAN

i. Business Description
The key product of MURALAPI's company is selling airline tickets on behalf of various airlines.

ii. Price Strategy

Muralapi's pricing was based on competitors' prices in order to establish a norm. However, it was also
necessary to discuss pricing with Muralapi's managing director and other colleagues. Standard air
ticket or travel package pricing includes a 40% surcharge on the overall purchase price, including
taxes. However, the fact is that match prices are lower than official pricing strategies. With Muralapi's
goods, it is suggested that you use an average pricing scheme. As a result, rates that target the profit
level from the total sum of a product's purchase price would be strongly recommended.

ii.1 Ticket Pricing

Muralapi was advised to add value to these prices by providing after-sales services such as ticket
changes with minimal service charges, revalidating journeys, and providing assistants as part of
an aggressive and profitable market strategy.

iii. Competitors review

Muralapi has two types of competitors in their business. The first are office-based travel agencies that
provide face-to-face services in the same area as muralapi. The second type is internet-based travel
agencies, which use reservation systems and communicate with customers via email and phone.
Muralapi offers excellent customer support and cooperation in everything they do to prevent this type
of rivalry. Each customer's after-sales service is more relevant here. The customer can easily contact
muralapi and address their questions in this manner. Muralapi has a very strong reputation and
responds to any customer need after evaluating customer handling strategies from various
office-based travel agencies. Muralapi's pricing policy is to provide a small number of customers with
a balanced service fee, while other rivals take a lower charge with a lot of stress and hard work. For
example, some travel agencies only charge a small service fee, which is perfectly appropriate after
allowing for at least 20 minutes of reservation time

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iv. Process of Booking

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 CHAPTER VI: OPERATIONS PLAN

Our business is focused on serving Filipino consumers with cheap tickets across different local airlines. The
daily operations of our website business include handling emails, cloud development, email marketing, UI
designing, airline assessments, and making deals with airlines for cheaper tickets. We know that our business
model is to attract consumers to buy plane tickets at the lowest possible price. We engage in our customers
with the purpose of offering a quality experience and very easy and fast transactions.

Our office hours will be from 9:00 am to 5:00 pm. Our website will run 24/7. The office will be located at
Bayubay Sur, San Vicente, Ilocos Sur.

The creative department is headed by Byron M. Sarmiento Jr. and they will focus on designing the UI and
improving it based on design trends. In their day-to-day work, they will be creating designs for applications,
collaboration with the marketing department for different layouts, and designing posters and infographics
that will be posted on Social Media Pages and emailed to consumers.

The account services headed by James Edric F. Samonte will focus on handling the cloud database for
accounts subscribed to our MURALAPI website and application. They also manage questions and
clarification on the official website. They will oversee the flow of work in the company.

The marketing department headed by Gabriel Angelo R. Reyes will be the one responsible for marketing
trends and identifying customer needs. They will work on branding and searching for marketing tools. They
will also communicate with the network of airlines and marketing partners to promote the MURALAPI
service in alignment with the company goals. Day-to-day operations include automation of email, contacting
marketing partners, collaborating with the creative team for the infographics and advertisements, and
researching the market trends.

The Management services will be headed by Wilfred L. Promos will focus on shaping the company culture
based on the objectives of the company. They will devise ways to improve productivity, and reduce costs,
and modernization of methods. They will modify the company systems and create an environment for
continuous growth. Day-to-day include employee gathering, maintaining the company's productive
environment, planning for programs, and managing agendas for the departments.

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There will be weekly, monthly, and yearly reports to monitor the company's progress in achieving agendas
and objectives.

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 CHAPTER VII: MARKETING PLAN

i. Trackable Goals

Our goal is to reach at least 2000 audience in 1 week and make our page viral and known around the
country. We are also trying to be known by different airlines so that we could build a connection and
have a good business with them. The most important is to be the best in selling low- priced tickets
and tours.

ii. Situation Analysis

Five years from now our company would be the leading travel agency in the Philippines. We will
continue ensuring that all of our customers will enjoy, get what they paid for and come back to us
again. And the most important is to sell the cheapest but the best tour packages.

iii. Target Market

We target customers who are looking for a low-priced travel and tour around the Philippines. For
example: students, couples and family who just want to travel with just the right amount to pay for.

iv. Promotion/Distribution Strategy

We will use social media as our platform to promote our company by making our page and joining
different travel group pages in Facebook to attract more customers. We'll also put an advertisement
on YouTube, Facebook, Instagram and other social media sites. We will always post new promo
tickets and packages on our page.

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 CHAPTER VIII: ORGANIZATIONAL PLAN

i. Form of Ownership - Corporation

A legal entity that is separate and distinct from its owners. Corporations enjoy most of the rights and
responsibilities that individuals possess: they can enter contracts, loan and borrow money, sue and be
sued, hire employees, own assets, and pay taxes. Some refer to it as a "legal person."

ii. Principal Shareholders

Rocero, Kyle Michael
Samonte, James Edric
Plomos, Wilfred
Reyes, Gabriel Angelo
Sarmiento, Byron Jr.

iii. Organizational chart of authority

iv. Roles and responsibilities of the management team

1. Be consistent.
2. Focus on clarity, accuracy and thoroughness in communication.
3. Set the goal of working as a team.
4. Publicly reward and recognize hard work.
5. Be the example.

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6. Treat everyone as a family.
7. Remain as transparent as possible.
8. Encourage all opinions and ideas.
9. Help people enjoy work.
10. Listen and ask questions.

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 CHAPTER IX: FINANCIAL PLAN
Year 1 Financial Plan
EXPENS JAN FEB MA APR MA JUN JUL AUG SEP OCT NOV DEC
ES R Y E Y
SALAR 50,0 50,0 50,0 50,0 50,0 50,0 50,0 50,0 50,0 50,0 50,0 50,0
Y 00 00 00 00 00 00 00 00 00 00 00 00
UTILITI 7,00 7,00 7,00 7,00 7,00 7,00 7,00 7,00 7,00 7,00 7,00 7,00
ES 0 0 0 0 0 0 0 0 0 0 0 0
INSURA 4,00 4,00 4,00 4,00 4,00 4,00 4,00 4,00 4,00 4,00 4,00 4,00
NCE 0 0 0 0 0 0 0 0 0 0 0 0
TOTAL 61,0 61,0 61,0 61,0 61,0 61,0 61,0 61,0 61,0 61,0 61,0 61,0
00 00 00 00 00 00 00 00 00 00 00 00

In this Table we can see the operating budget of MMURALAPI’s corporation. The budget assumes that the
company’s 2 employees will get PHP 25,000 per month each in the first year. It also assumes that the
business will incur following expenses: 4,250 electric bill, 2400 PHP internet subscription, and 350 PHP
water bill, PHP 4,000 for the insurance and in total of PHP 61,000 per month.

Besides in our business profit, we also get profit in PPC also called Pay Per Click. It is an online advertising
model which the advertiser pays the publisher every time the advertisement is clicked. An average of 20-100
PHP per click to an advertisement.

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General
assumption
Plan month 1 2 3
Current Interest 10% 10% 10%
Rate

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Long-Interest 10% 10% 10%
Rate
Tax rate 25% 25% 25%

Profit and Loss

Sales PHP 150,000
Cost of sales PHP 50,000
others PHP 3,000
Gross margin PHP 97,000
Gross margin % 65%
Expenses
Salary PHP 50,000
Utilities PHP 7,000
Insurance PHP 4,000
Sales and marketing expenses PHP 4,000
Total: PHP 61,000

Assets

Current Assets

Cash PHP 100,000

Account receivable PHP 20,000

Total current assets PHP 120,000

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Fixed assets

Equipment PHP 200,000

Total Assets PHP 320,000

Current Liabilities

Account payable PHP 20,000

Accrued expenses PHP 20,000

Total current liabilities PHP 40,000

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This chart shows the yearly profit. It is based on the company’s revenue projection and the anticipated sales
that will be made during each year.

Break even analysis

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 CHAPTER X: ASSESSMENT OF RISKS

i. Competition Risk
Competition in businesses is normal nowadays. To avoid this kind of risk our company will come up
with the idea of lowering the price of our tickets and giving discounts during holidays. Also, for us to
retain customers through superior service or have customer loyalty programs.

ii. Technology Risk

We will be pioneering data-driven initiatives such as route demand prediction, which allow us to
maximize the number of empty seats per ride. We can now gather even more data, which can be used
to gain competitive advantages through big data analytics, thanks to the proliferation of digital
technology.

iii. Regulatory Risk

Last year 2020 our country faced a virus called coronavirus which affected businesses. Airline
businesses were mainly affected because of the travel ban. Today every airline has a passenger limit
to avoid direct contact, so our company limits our passengers up to 50 percent.

iv. Financial Risk

Interest rate, currency, and fuel price risk are all major financial concerns for the airline industry.

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 CHAPTER XI: TIMETABLE/ MILESTONES

2021
SEPT
AUGU EMBE OCTO NOVE DECE
APRIL MAY JUNE JULY ST R BER MBER MBER
Project proposal

Operation - R.Kyle.
UI Design
Database
Development

Production - P.
Red
Casting Suppliers
and Distributors
Tech Acquisition
Software
Development

2022
SEPT
JANU FEBR MARC AUGU EMBE OCTO NOVE DECE
ARY UARY H APRIL MAY JUNE JULY ST R BER MBER MBER
Agreement with
Suppliers and
Distributors
Hiring of Initial
Personnel
Software Alpha
Phase
Software Beta
Phase

Official Business
Launch
LEGEND
Completed
In-Progress

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 Pending
Delayed

2021 2022 2023 2024 2025 2026

Milestones

Official
Business
Launch

Maintained
Positive Cash Flow

Hired 500
Employees

5,000 Subscribed
Accounts

Formed an Official
Partnership With An
Airline

Available for
International Travel

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 CHAPTER XII: APPENDICES

i. Curriculum Vitae

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Page 27
Page 28
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ii. Price list of Suppliers
Domain Price

Computer Price

Internet Subscription Price

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iii. Profile of Competitors

Trivago
Trivago NV is a Germany-based company that operates an online hotel search platform. The platform
allows users to search for, compare and book hotels. ... The Company also offers marketing tools and
services to hotels and hotel chains, as well as to online travel agencies and advertisers, among others.

CEO:Axel Hefer
Running: Since 2005
Size: 1,320 employees
Revenue: 941 Million USD

Booking.com
Founded in 1996 in Amsterdam, Booking.com has grown from a small Dutch start-up to one of the
world’s leading digital travel companies. Part of Booking Holdings Inc. (NASDAQ: BKNG),
Booking.com’s mission is to make it easier for everyone to experience the world.

CEO:Glenn D. Fogel
Running: Since 1996
Size: 26,400
Revenue: 6.8 Billion USD

TripAdvisor
Tripadvisor, the world's largest travel guidance platform*, helps hundreds of millions of people each
month** become better travelers, from planning to booking to taking a trip. Travelers across the
globe use the Tripadvisor site and app to discover where to stay, what to do and where to eat based on
guidance from those who have been there before. With more than 884 million reviews and opinions
of nearly 8 million businesses, travelers turn to Tripadvisor to find deals on accommodations, book
experiences, reserve tables at delicious restaurants and discover great places nearby. As a travel
guidance company available in 49 markets and 28 languages, Tripadvisor makes planning easy no
matter the trip type.

CEO: Stephen Kaufer

Running: 2000
Size: 4,194 Employees
Revenue: 1.56 Billion USD

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