Business Plan

Aronoe Purified Water Refill Station

A Business Plan Presented to the subject of

Entrepreneurship

Presented By:

?????

Presented To:

(Teacher/Instructor????)

April 2022
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Executive Summary

Introduction

Aronoe Water Refill Station is a licensed and standard water refill business that will be in a

residential area in Barangay Langkiwa Binan City of Laguna. The business is easily accessible,

and we are deliberate about that. We are in the water refill business to engage in the sale and

supply of treated water to residential apartment, offices, and industrial plants. We are also in

business to make profits at the same to give our customers value for their money; we want to

give people and businesses who patronize our water the opportunity to be part of the success

story of Aronoe Water Refill Station Business. We are aware that there are several big scales and

small-scale water refill stations scattered all around Barangay Langkiwa and City of Binan of

Laguna which is why we spent time and resources to conduct our studies and market survey 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 offer much more than our competitors will be offering. We ensured that our

business is easy to locate, and we have mapped out plans to develop a wide supply network for

offices and manufacturing plants all around Barangay Langkiwa, the City of Binan Laguna and

neighboring cities. 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 business

which is why we will go the extra mile to get them satisfied when they purchase water from us

and to become our loyal customers and ambassadors. We have a CRM software (customer

relationship management) that will enable us to 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
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that we get our customers involved when making some business decisions that will directly or

indirectly affect them.

Mission

Our mission is to establish standard water refill station in Barangay Langkiwa and in the City of

Binan Laguna and in other cities throughout the Laguna Area that will become the number one

choice for households, offices and industrial plants.

Vision

Our vision is to establish a standard and nationwide water refill station that in our own capacity

will favorably compete with leaders in the industry. We want to build a water refill station

business that will be listed amongst the top 20 water refill station brands in the Republic of the

Philippines.

Objectives

 To provide people at a reasonable cost and supply safe mineral water.

 To maintain similar quality level and supply water in sufficient quantities.
 To achieve economies of scale by mass production and supply water at convenient points
and timings.
 To increase the number of refilling stations to give the chance to people to refill their
reusable water-bottle on the go.

Business Overview

Our Product

Aronoe Water Refill Station is going to operate a standard and licensed water refill station in

Barangay Langkiwa. We are in the water refill station line of business to sale and supply treated

water to household, offices, and industrial plants via hygienic water tankers and we are going to
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do all that is permitted by the law of the Republic of the Philippines to achieve our business

goals and objectives. The human body is primarily water. Infants are made up to 70 percent

water, while adult males are 60 percent and females are 55 percent. Water provides the medium

to make our blood, helps move food through our digestive tract and removes waste from every

cell in our body. Drinking a minimum of 64 oz. of water daily is good to replace what is lost

through metabolism. Our specific water needs should take to account our physical activity level

and the geographic region in which we live. Water hydrates the body. It provides the medium for

electrolytes to circulate throughout our body.

Water also helps regulate Ph balance in your body. Water has a chemical property that makes it

able to absorb and release heat to maintain the temperature of the environment it is in. Improved

water supply and sanitation contributes significantly to the eradication of poverty. Today, over

700 million people don’t have access to safe drinking water and 2.5 billion can’t basic sanitation.

Investing in Water and Sanitation is an investment for the future.

Business Description

Aronoe Water Refill Station will sell safe and clean water in Barangay Langkiwa and the City of

Binan Laguna. We will start initially with our strength and as our business grow, we will add

additional equipment for the benefits of our service to people and we do it so with passion. We

want to be a pleasure to do business with, and we want to create high quality, highly functional

state of the art processes and services.

Aronoe Water Refill Station is a business that established with the aim of competing favorably

with other leading water refill station brands in the industry and to open our outlets across key

cities in the Republic of the Philippines. Therefore, 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.
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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.

Job Description and Job Qualifications

 Chief Executive Officer (Owner - Arnaldo Bernabe)

 Water Refill Station Manager (Roselyn Ebuenga)
 Sales and Marketing Officers (Benilda Cardoza)
 Accountants / Cashiers (Angelou Viral)
 Technical Assistant (Kenneth Rondero)
 Pump Operators (Gil Estrada)
 Water Tanker Drivers (Jerome Montanez)
 Cleaners (Ferry Johnson Yambot)

Duties 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
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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 always.
 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

Sales and Marketing Manager

 Manage external research and coordinate all the internal sources of information to retain
the organizations’ best customers and attract new ones
 Model demographic information and analyze the volumes of transactional data generated
by customer purchases
 Identify, prioritize, and reach out to new partners, and business opportunities et al
 Responsible for supervising implementation, advocate for the customer’s needs, and
communicate with clients
 Develop, execute and evaluate new plans for expanding increase sales
 Document all customer contact and information
 Represent the company in strategic meetings
 Help increase sales and growth for the company
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Accountant / 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
 Ensuring compliance with taxation legislation
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization

Pump Operators

 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

Water Tanker 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
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 Report defects, accidents, or violations

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.

Target Market

Our target customers are everyone in the society. Nevertheless, even though there is also water

refilling station nearby, the researchers intend to target majority of the people as the water

offered will be purified and it will cater four (4) varieties of water which will indeed cater

people’s needs such as to what type of water they prefer to drink.

In addition, the water refilling station – Aronoe Water Refilling Station – will be targeting

personal contacts as the prospective customers. This is an ideal market segment because a

positive relationship already exists with the personal contacts, making the water refilling

station’s job selling the products significantly easier.

If this segment will continue to progress the number of customer count in the refilling station

would progress largely. For example, the refilling station originally or has five (5) customers in

their first day, if those customers will be satisfied with the service and the product, they will

spread the news about the firm. Let’s just say “the power of communication”. If they

communicate with a large clique of people, that clique will then be curious and would try the
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refilling station, if they will also be satisfied the same procedure would then occur. This is being

practical; we are in business to engage in 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
- Corporate Executives
- Government Officials
- Business proponents
- Everybody in our target market location

Market Overview

Competitors Analysis

A close study of the water refill station business reveals that the market has become much more

intensely competitive over the last decade. As matter of fact, you must highly creative, customer

centric and pro-active if you must survive in this industry.

We are aware of the stiffer competition and we are well prepared to compete favorably with

other water refill stations in Barangay Langkiwa and in the City of Binan Laguna and nationwide

where we intend opening outlets of our water refill stations.

Aronoe Water Refill Station is launching a standard water refill station brand that will indeed

become the preferred choice of resident of Barangay Langkiwa and the City of Binan Laguna

and every city where we intend opening outlets. Part of what is going to count as competitive
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advantage for Aronoe Water Refill Station is the vast experience of our management team, we

have people on board who are highly experience and understand how to grow business from the

scratch to becoming a national phenomenon.

So also, the location of our water refill station centrally located in major road prone to both

human and vehicular traffic, our large distribution network and of course our excellent customer

service culture will count as a strong strength for the business. Lastly, our employees will be well

taken care of, and their welfare package will be among the best within our category (startups

water refill stations) in the industry, meaning that they will be more than willing to build the

business with us and help deliver our set goals and achieve all our aims and objectives. We will

also give good working conditions and commissions to freelance sales agents that we will recruit

from time to time.

Competition

 Water Friends Four Water Refilling  Water Market Refilling Station

Station
 Adelina 1 Water Care Refilling Station
 Aqua Chief Water Refilling Station
 Aquabest
 Water Fort Water Refilling Station
 Water Market Refilling Station
 Water For Less Refilling Station
 Water for Less Refilling Station
 Nature's Plus Water Refilling Station
 Water for Less Refilling Station
 Water Market Water Refilling Station
 Nature's Essential Water Refilling Station
 Water for Less Refilling Station
 Nature's Health Water Refilling Station
 Balane Water Store & Refilling Station -
Aqua Health Franchisee
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Table 1

Market Analysis

Being conversant with water refill station business. It will quite agree that it would not

necessarily need aggressive skills to be able to market business. People that need the water will

most likely look for ways to get the water refill station. The reason why would need to market

the business refill station is to let people know the uniqueness of the business and to create

general awareness.

It is advisable to visit companies that are into cleaning services and laundry services to inform

them that the business is new in town; they are always in need of water and they might become a

repeat water supplier. Schools, public facilities, homes and even companies are other sources

where the water might be needed. This is especially when their 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.

The demand at the water refilling stations – water stores that sell purified water – is now

increasing. The quality of purified water conforms with the national standards for drinking water

and is even better than the quality of water produced by traditional water supply systems in terms

of removed impurities.
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Over the years, as the demand for cleaner water becomes higher, the price of household water

purifiers and bottled water has become prohibitive. Water refilling stations managed by private

entrepreneurs offer a cheaper and more convenient solution to the public’s drinking water needs

than bottled water or the use of household filters.

At present, about 3,000 water refilling stations have proliferated nationwide. They sell purified

water of comparable quality with bottled water at a lower price. For example, the current price

per gallon of refilled purified water in Metro Manila ranges from P 50 to P 120 per 5-gallon

container or about P 2.50 to P 6.00 per liter while the bottled water is sold at P 12.00 to P 25.00

per liter. Household filters, on the other hand, cost P 5,000 to P 25,000 per unit (1 US $ = P 56 in

2004).

In Metro Manila, most of the water refilling stations are connected to the pipes of two

concessionaires: Maynilad Water Company or Manila Water Company for their source of raw

water while in other areas they opt to use private deep wells. The “potable water” supplied by the

providers is then further purified by utilizing a combination of water treatment equipment, such

as sediment filters, carbon filters, water softeners, reverse osmosis membranes, ultra-violet

lamps, and ozone generators. Typical water refilling stations can produce 3,000 to 12,000 litres

of purified water per day. In previous years, most of the people were bringing a container to a

water refilling station to buy purified water.

Nowadays, because of convenience on the part of the consumers, purified water in 5-gallon (22.7

litres) containers are delivered by the station directly to the people’s home. Aqua Sure, a water

refilling station in Metro Manila, can deliver 5,500 gallons (25,000 litres) a day to its 8,000

household clients.
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Here listed below is the graphed detail of some of our target consumers.

Demographic Factors

Series 1: Water Consumption

Series 2: Level of Awareness on our products
Series 3: Affordability of our products.
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Chart Title
Series 3 Series 2 Series 1

Adolescent ages
10-17 yrs.old

Young adult ages

18-35 yrs.old

Adults ages 35-

55 yrs.old

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Figure 1

SWOT Analysis

Strength
1.Excellent branding and advertising through,
print ads, flyers, social media’s and TVC’s
2.Excellent distribution and availability at
retails, groceries, restaurants, hotels etc.
3. Water is a basic need of a human being.
4. Purified water is cheap and most of the
people can afford to buy it.
Weaknesses
1. Lots of players in the packaged water
segment means limited market share
2. Cases of used bottles being refilled by local
mafia affects image slightly.
3. Purified water is just a “want”. There is still
tap water that could be used.
4. There are already many refilling stations in
the city.
5. Dependent to electricity. Electricity
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6. A small space could suffice the area needed fluctuations always happen in City of Binan
Laguna.
for the business.
7. Aggressive/competent managers (College
degree holder)
8. High-end technology 
3.Aronoe Brand Name adds more value to it,
and it has a nationwide availability
4. Available products also include flavor.
splash, sparkling water
5. Environmentally friendly plastic bottle
packaging
6. Sponsor of major sporting events
Opportunities Threats
1.Leverage successful brand Aronoe 1. Threat from other water company
competitors
2.Advertise more with benefits of pure water
2.Lot of People don’t spend on water or buy
3.Buy out and acquire competition
local brands
4.More tie-ups with hotels, corporates,
3.Lots of local brands of bottled water
colleges etc.
4. Since it is quite easy to put up a water
5. Purified drinking water has become very
refilling business, it could be expected that
essential due to cases of contamination in the
new competitors may rise every now and then
tap water.
5. Scientists are developing a new technology
6. Many people are getting health conscious
that can desalinate sea water then make it
and they want to ensure the safety of their
potable. If it will be introduced and huge
family with clean water.
amount will be supplied through our common
pipes, then, small purification business might
experience loss.
6. Due to global warming and increasing
population size, tap water/raw water supply is
getting scarce.

Table 2
Organizational Chart
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Chief Executive
Officer (Owner)

Sales and Water Refill

Accountants /
Marketing Station
Cashiers
Officers Manager

Water Tanker Pump Technical Cleaners

Drivers Operators Assistant

Figure 2

Marketing Strategies
Sales and Marketing Strategy

 Sources of Income

Aronoe Water Refill Station is established with the aim of maximizing profits in the water refill

station line of business in Barangay Langkiwa and in the City of Binan Laguna and we are going

to go all the way to ensure that we do all it takes to sell and supply our treated water to a wide

range of customers. Aronoe Water Refill Station will generate income by selling and supplying

treated water.

 Sales Forecast
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One thing is certain when it comes to water refill station business, if the water is well– treated

and the water tanker hygienic and if the water refill station is centrally positioned and easily

accessible, it will always attract customers cum sales and that will sure translate to increase in

revenue generation for the business.

We are well positioned to take on the available market in Barangay Langkiwa and in the City of

Binan Laguna and every city nationwide where we intend opening outlets of our water refill

stations and we are quite optimistic that we will meet our set target of generating enough

income / profits from the first six month of operations and grow the business and our clientele

base.

We have been able to critically examine the water refill station line of business and we have

analyzed our chances in the industry, and we have been able to come up with the following sales

forecast. The sales projections are based on information gathered on the field and some

assumptions that are peculiar to similar startups in Manila and Laguna Provinces.

Below are the sales projection for Aronoe Water Refill Station, it is based on the location of our

business and other factors as it relates to small scale and medium scale water refill stations /

company start – ups in the Philippines.

 First Fiscal Year-: Php100,000

 Second Fiscal Year-: Php250,000

 Third Fiscal Year-: Php550,000

N.B: This projection is done based on what is obtainable in the industry and with the assumption

that there won’t be any major economic meltdown and there won’t be any major competitor
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offering same products and customer care services as we do within same location. Please note

that the above projection might be lower and at the same time it might be higher.

 Marketing Strategy and Sales Strategy

Before choosing a location for Aronoe Water Refill Station, we conduct a thorough market

survey and feasibility studies for us to be able to penetrate the available market in our target

market locations.

We have detailed information and data that we could utilize to structure our business to attract

the numbers of customers we want to attract per time and for our treated water to favorable

compete with other leading brands in the water refill station line of business in the Philippines.

We hired experts who have good understanding of the water refill station line of business to help

us develop marketing strategies that will help us achieve our business goal of winning a larger

percentage of the available market in Barangay Langkiwa, in the City of Binan and other cities

nationwide where we intend opening outlets of our water refill station.

In other to continue to be in business and grow, we must 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, Aronoe Water Refill Station will adopt the

following sales and marketing approach to sell our distilled alcoholic drinks.

Introduce our water refill station by sending introductory letters to residence, offices, laundries

and Laundromats, industrial plants, event planners and other stakeholders in in the City of Binan

and other cities both in the Philippines.

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Open our water refill station with a party 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

List our business and products on yellow pages ads (local directories)

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)

Marketing Goals and Objectives

Marketing Goals Marketing Objectives

 Capture market share  Build up networks.

 Establish brand name  Develop excellent service delivery

Marketing Strategy Pricing Strategy

 Primary (and Secondary) Target  Price per gallon is twenty pesos. This
Market is a competitive pricing as others
- office/work sector.  range from 20-30 pesos per gallon.
 Secondary target markets   Aronoe Water Refill Station also has a
- households  price index depending on bulkiness of
orders:
11 gallons - PhP200 - save PhP20
23 gallons - PhP400 - save PhP60
35 gallons - PhP600 - save PhP100

Table 3

Branding Strategy

-Increase brand awareness and brand recognition by formulating a catchy brand name, place the

business in a very conspicuous location and broadcast beguiling radio advertisements during the
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initial month of the business.

-Increase public awareness on the dangers of contaminated and chlorinated drinking water;

environmental benefits of water refilling (of large dispensers) over individual water bottles.

-Network with local business associations. By networking Aronoe Water Refill Station can build

business through referrals and connections.

-Sustain relationships with clients by maintaining the quality of products and fast response or

services.

Price

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 Barangay Langkiwa and in the City of Binan Laguna. 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.

Here is the list of products with prices of Aronoe Water Refill Station:

Mineral Water -php 20.00

Purified Water -php25.00

Alkaline Water -php 30.00

Pi Water -php 150.00-200.00

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Pi Water has the highest price since Pi Water is a type of water which is through experimentation

to satisfy customers.

As for the pricing strategies, like any other firm, Aronoe Water Refill Station gathered

information through surveying 300 people from the area where the firm will be located at. The

survey was about the type of water people in the area most likely used in drinking, nearby

refilling stations, and the pricing scheme of the nearby refilling stations. Based on the survey, the

researchers concluded prices that are not that high so that it can compete with the nearby station.

In addition, the survey also concluded comments and suggestions so that the outcome of the

refilling station will attract more customers and that is can reassure owners that the customers are

satisfied with their service.

Aronoe Water Station

“Water pa more"
Figure 3
Pricing and
Brgy.Langkiwa City of Binan Laguna
Brochure Email Address: Aronoeh20Station@gmail.com

We cater 4 types of water will quench your thirst.

 Water -php 20.00

 Purified Water -php 25.00
 Alkaline Water -php 30.00
 Pi Water -php 150.00-200.00

Come and be part of our customer and enjoy a

refreshing treat for a new lifestyle.

Visit us at Brgy. Langkiwa Carmona-Timbao Road, City of

Binan Laguna
or contact us at Aronoe Water Refill Station at 09274040794
Place
Location
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The water refilling station is situated in Barangay Langkiwa, Carmona-Timbao higway road in
City of Binan Laguna.

In Barangay Langkiwa there are few refilling stations thus giving us competitive advantage as
there is no other water refilling station catering the 4 varieties of water which is stated above.

Demographic/Mapping/Location of the Business

Figure 4
Coverage
There is another map site of the water refilling location. As you can, there is a circle in
the middle of the figure. The circle represents our coverage for Water distribution. This includes
the Southville 5A National High School, Tahanan ni Maria, Theresa Food House, Barangay Hall,
Langkiwa Elementary School, Melinda Sari-sari Store, AAM Enterprise Corporation and other
houses located inside the distribution area. Fortunately, Aronoe Water Refilling Station will
likely cater water distribution (for delivery of per gallon) outside the distribution area. The firm
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will deliver water outside the distribution area if the order is in bulk or per gallon. There is also a
walk-in customer as for the home deliveries, the firm owns a small delivery truck/ tricycle that
can hold up to 15-20 containers of water. The firm’s own a small truck that can also hold 1000
L- 3800 L.

Figure 5
Product

Water Refill Station Business

- refers to the selling for profit either wholesale or retail of water placed in refillable water

containers or in customer’s containers in refilling stations.

Water Supply System

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- infrastructure for the collection, transmission, treatment, storage, and distribution of water for

homes, commercial establishments, industry and irrigation, as well as for such public needs as

firefighting and street flushing. Of all municipal services, provision of potable water is perhaps

the most vital. People depend on water for drinking, cooking, washing, carrying away wastes,

and other domestic needs. Water supply system must also meet requirements for public,

commercial, and industrial activities.

Water Quality

- Refers to chemical, physical, biological and radiological characteristic of water. It is a

measure of the condition of water relative to the requirements of one or more biotic

species and or to any human need purpose.

Water Purification

- The process of removing undesirable chemicals biological contaminants, suspended

solids, and gas from contaminated water.

Bottles Water

- Refers to water that is intended for human consumption and that is sealed in bottles or

another container with no added ingredients except that it may optionally contain safe

and suitable anti-microbial agents and may optionally contain minerals such as, but not

limited to fluorides, chlorides, carbonates and sulfur, including flavoring within

limitations established by the bottler’s country.

Deep Well
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- Is an excavation or structure created in the ground by digging, driving, boring or drilling

to access groundwater in underground aquifers.

Nature of the Product

Variety

Aronoe Water Refill Station caters four (4) products. These are the following:

 Mineral Water

 Purified Water

 Alkaline Water

 Pi Water

In addition, each this type of water has different characteristic. Yes, water has also

characteristic. It is said that our immune system works accordingly to what type of water we will

intake. The Aronoe Water Refill Station caters all these four (4) products to ensure that they will

provide whatever type of water their customers would prefer. Also, this will give them the

advantage in terms of competition because one (1) of this product- which is the “Pi Water”- is

not available in its nearby competitors.

 Business Plan

Design

Figure 6

The design of this product is based on its customer since water (liquid) has only one face and has

an indefinite shape.

Aronoe Water Refill Station accepts all kinds of containers such as those commonly used water

containers small/large water bottle etc. As for the pricing, Aronoe Water Refill Station priced the

product according to its volume.

 Business Plan

Quality and Features

Mineral Water

- Is water from a mineral spring that contains various minerals such as salts and sulfur

compounds. Minerals water may be effervescent (i.e., “sparkling”) due to contained

gases.

Purified Water

- Is water that is mechanically filtered or processed to be cleaned for consumption.

Distilled water and deionized (DI) water have been the most common forms of purified

water., but water can also be purified by other processes including reverse osmosis,

carbon filtration, microfiltration, ultra-filtration, ultraviolet oxidation or electro dialysis.

Alkaline Water

- Alkaline water, also known as ionized water, is a beverage that is neither acidic not

neutral on the Ph scale, having level above.

Pi Water

- Is the water that is very similar to the body water (Living Energy). Living energy means

“the energy to live.” Pi Water has the same function (energy) that the body water has.
 Business Plan

Brand Name Figure 7

Aronoe Water Station

“Water pa more"

Aronoe Water Refill Station stands for owners name Arnold and Ron from RonSairo who

happened the husband of Noemi and Noe the sister’s owner. The logo represent water and

moving forward that no one cant stop from flowing. Water is a basic necessity for life.

Without water, we humans will never survive the ever changing occurrences of life.

Aronoe Water Refill Station will sell primary products that is functional in eight steps of

purification to make sure that our product is safe and clean:

 Screening

 Pre-treatment

 Coagulation and Flocculation

 Sedimentation

 Filtration

 Disinfection

 Corrosion and scale control

 Taste and Odor control

 Business Plan

There are no disadvantages to water purification- it’s essential for healthy drinking water- but it

has some shortcomings because it may not remove every possible contaminant from drinking

water.

Aronoe Water Refill Station will include this following purification process to measure that the

water we produce is purely safe and clean.

1) Water Refilling Machine

2) Renovation or New Store at least 20sqm size

3) Delivery vehicle

-for house delivery

-small tank truck

4) Business permit and other legal doc.

5) Initial Supplies/Miscellaneous

-150 bottles slim

-50 bottles round

-heat gun

-stickers
 Business Plan

Figure 8

Water quality monitoring

Source water and product water are subject to regular monitoring by the local health office. The

national standards for drinking water contains 54 parameters that must be complied with. Only

DOH-accredited laboratories can conduct water testing and analysis. The frequency of

monitoring is as follows:

Bacteriological quality – at least monthly

Physical quality – at least every six (6) months

Chemical quality – at least every six (6) months

Biological quality – at least once a year

Monitoring of radioactive contaminants shall be done only if there is significant input of

radiation from the surrounding environment.

 Business Plan

Water refilling stations can be a good source of safe drinking water in the Philippines. Purified

water can meet the aesthetic standards easily detectable by the people in terms of taste, odor and

color. The efficient water purification processes can make the quality of water superior to the

traditional water systems. However, the risk of contamination is possible if the handling

practices are not closely monitored.

Promotional/Advertising

As for advertising of the firm, Aronoe Water Refill Station focuses on personal contacts. The

people nearby the location of the firm will technically talk about the new business established.

Through personal communication, the number customers will increase annually. But Aronoe

Water Refill Station doesn’t completely depend on personal contacts only. Somehow, the

stockholders of the firm came up with an advertising strategy. Since water refilling stations don’t

usually have discounts, the company owners come up with the “Buy 10+1” water discount. To

ensure they buy that the customers bought water that day or so, the customers will be given a

card. Every time they buy water, the boxes inside the card will be marked or signed by the front

liner or the technical assistant depends on which of the two them is available. When all the 10

boxes are fully signed, it is the customer’s choice whether to claim his/her free one (1) container

of water. After claiming the free item, the box intended for the free item will be marked so that

the customer will not use it for another free item. This advertising strategy is only applicable on

special occasions declared by the firm. Another idea of advertising is through display

advertising, specially through brochures.

 Business Plan

As a matter of fact, our publicity and advertising strategy is not solely for selling our product but

to also effectively communicate our brand. Here are the platforms we intend leveraging on to

promote and advertise Aronoe Water Refill Station.

 Place adverts on both print (community based newspapers and magazines) and electronic

media platforms

 Sponsor relevant community programs

 Leverage on the internet and social media platforms like; Instagram, Facebook, Twitter,

et al to promote our bottled water brand

 Install our Bill Boards on strategic locations all around major locations in Barangay

Langkiwa, in the City of Binan Laguna and other cities nationwide.

 Engage in road show from time to time in targeted communities

 Distribute our fliers and handbills in target areas

 Position our Flexi Banners at strategic positions in the location where we intend getting

customers to start patronizing our treated water

 Ensure that all our staff members wear our customized clothes, and all our official cars

and water tankers and water storage facilities are customized and well branded.
 Business Plan

Appendix A

Stockholders Share of Stocks Charts

5%

25%

RonSario and Noemi Blake

Arnaldo Bernabe
50%
Roselyn, Abigail & Benilda
Savings/Funds

20%

Figure 9

Reverse Osmosis Plant 250 to 10000 LPH

Figure 10
 Business Plan

Store Design/Layout

Figure 11

Appendix B
Marketing Mix

Figure 12
 Business Plan

Matrix of Marketing Activities

Funds Needed and Their Uses

To start and establish Aronoe Water Refill Station as a leading supplier of quality bottled
drinking waters, funding Php250,000 -500,000 is required and will be utilized as follows:
ESTIMATED SALES FOR ONE MONTH OPERATION
Size Purified water w/ Refill only Amount
Bottle
5 gallons round 4 bottles @ P300 = 18 bottles @ P30 = Php 1,740
P1,200 P540 X7days=12,180
5 gallons slim w/ 5 bottles @ P270 = 13 bottles @ P40 = 1,870 X7
faucet P1,350 P520 days=13,090

1.5 gallons 5 bottles 5 bottles @ P46 = P230 12 bottles @ P15 = 410 X7 days=2,870
5 bottles @ P36 = P180 P180
1 gallon 57.5 gallons 1 10 bottles @ P12 = 300 X7 days=2,100
P120
Total 183 gallons Php30,240.00
Table 4
Investment Requirements
Equipment
Qty. Description Amount
1 unit Reverse Osmosis System 22v/60H2, complete with membrane, Php175,1
stainless housing, self-standing with gauges 00.00
1 unit Multi-Media 220v/60H2, automatic wash with stainless steel 42,000.00
jacket, 9GPM
1 unit Granular Activated Carbon (GAC) 220V/60H2,9GPM, automatic 42,000.00
backwash with stainless steel jacket
1 unit Single softener with bypass, brine tank, resin, stainless steel jacket 42,000.00
1 unit Ultraviolet 12GPM 220V/60H2 33,600.00
I unit Ozone pure 220V/60H2 35,700.00
1 unit Polisher carbon 4,620.00
1 unit 0.20 Micron with housing 3,328.50
1 unit Pressure tank with pump 1HP, stainless steel 12,075.00
1 unit Storage tank @P7600 480 gallons, stainless steel 15,960.00
1 unit Magnetic flow meter .5-5GPM,1/2” MPT 4,410.00

Subtotal Php 410,793.50

Table 5
 Business Plan

DIRECT COST (Monthly)

a.) Raw Materials
Qty Description Amount
27.31 cu/m or 7,215 gallons impure water @ P78.60 Cu/m Php 2,253.90
Subtotal Php 2,253.90
Table 6
b.) Supplies
Qty. Description Amount
1pc 20” Slim single filter housing ½” #20 blue Php1,890.00
1pc 20” Slim sediment cartridge polyspon 5, 10 & 20 micron 1,470.00
1pc 20” Slim carbon cartridge CTO matrix solid carbon 10 micron 3,570.00
1pc Ionization mix bed 20” L X 2.5” OD 1,470.00
1pc Absolute cartridge 20” L X 2.5” OD, .2 micron 2,415.00
1pc 800 GPD membrane 4” OD X 21” L desal Filmtec 1,400.00
1set Membrane cleaning chemical 236.25
1set Membrane housing 4”X21” complete with end cap & pins 1,225.00
1pc Liquid gauge 212” 0-300 PSI 420.00
1pc Spare lamp for UV 12 GPM 813.75
1pc Ballast for 12 GPM 831.25
1pc Mixed bed 1,312.50
1pc 20” L X 4.5” OD water softener cartridge 2,800.00
1pc 20” L X4.5” OD iron reducer 700.00

Subtotal Php 20,553.75

Table 7
c.) Packaging
Qty. Description Amount
120 pcs 5 gallons round pet bottle @ P 126 Php15,120.00
120 pcs 5 gallons slim with faucet @ P115.5 13,860.00
150 pcs 1.5-gallon pet bottle @ P24.15 3,622.50
150 pcs 1-gallon pet bottle @ P18.90 2,835.00
150 pcs Seal for 5-gallon round @ P0.21 31.50
150 pcs Seal for 5 gallons slim @ P0.21 31.50
150 pcs Seal for 1.5 gallon @0.16 24.00
150 pcs Seal for 1 gallon @0.16 24.00
Subtotal Php 35,548.50
Total Direct Cost Php 58,356.15

Table 8
 Business Plan

Indirect Cost
Particulars Cost
Labor cost (P330/day min wage x 30 days) Php9,900.00
Electricity 2,520.00
Water 315.00
Contingency (10% of Direct cost) 5,835.61

Total Indirect cost Php18,570.61

Table 9
Pricing and Costing
a.) For a 5-gallons with pet bottle
Particular Cost
Total raw materials & supplies/20gallons/30days Php38.01
Packaging for a 5-gallon & seal 126.21

Total 164.22

Add: Total indirect cost/20gallons/30days 30.95

Total production cost 195.17

Add: 53% mark-up 103.44

Selling price Php298.61

Market price Php300-320

Table 10
b.) For a 5-gallons refill only Table 11
Particulars Cost
Total raw materials & supplies/90gallons/30days Php8.44
Packaging for a 5-gallon & seal .21

Total 8.65
Add: Total indirect cost/90gallons/30days 6.87

Total product cost 15.52

Add: 80% mark-up 12.41

Selling price Php 27.93

Market price Php 30 - 40

 Business Plan

Table of Contents

Executive Summary …………………………………………………

Introduction………………………………………………………...
Mission ………………………………………………………………
Vision ……………………………………………………………
Objectives ………………………………………………….
Business Overview…………………………………………
Product …………………………………….
Business Description …………………………………….
Job Description and Job Qualification …………………………...
Duties and Responsibilities …………………………….
Target Market………………………………………
Market Overview………………………………….
Competitors Analysis ………………………
Market Analysis……………………………………
Demographic Factors…………………………………
SWOT Analysis…………………………………………….
Organizational Chart………………………………….
Marketing Strategies…………………………………….
Sales and Marketing Strategy………………………….
Marketing Goals and Objectives………………………
Branding Strategy……………………………………….
Pricing Strategy…………………………………….
Price List and Brochure……………………………….
Place…………………………………………………….
Demographic/Mapping/Location of the Business………………………………
Product…………………………………………………….
Water Refill Station Business……………………….
Water Supply System………………………………
Water Quality……………………………………….
 Business Plan

Water Purification………………………………………
Bottles Water ……………………………………………
Deep Well……………………………………………….
Nature of the Product……………………………………………
Variety……………………………………………………
Design ………………………………………………….
Quality and Features………………………………………
Brand Name………………………………………………
Water quality monitoring…………………………………………
Promotional/Advertising………………………………………….
Appendix A…………………………………………………………...
Reverse Osmosis Plant 250 to 10000 LPH……………………………
Store Design/Layout………………………………………………….
Appendix B……………………………………………………………………
Marketing Mix……………………………………………………….
Funds Needed and Their Uses……………………………………
Appendices……………………………………………………………
References……………………………………………………………
 Business Plan

Appendices

References:

https://fitzvillafuerte.com/steps-starting-water-refilling-station-business-philippines.html

http://www.bplans.com/water_purification_business_plan/appendix_fc.php

http://businessdiary.com.ph/830/how-to-start-a-water-refilling-station-business/

http://www.profitableventure.com/water-refill-station-business-plan/

https://www.scribd.com/document/343010497/Business-Plan-Final-Work

https://prezi.com/178ebhhpltn6/marketing-plan-water-refilling-station/

http://businessdiary.com.ph/835/water-refilling-station-study/

https://www.slideshare.net/skylarkXoXo21/feasibility-study-40064756

https://www.marketing91.com/marketing-mix-aquafina/

https://www.google.com.ph/search

http://invest.cfo.gov.ph/pdf/part3/BSMMED/SAB-water-refilling-station.pdf