SECTION I:

EXECUTIVE SUMMARY
OUR MISSION
Warden Tech Inc. offers superior protection and security to our clients
through a custom-made service tailored to their specific needs, ultimately the safety and security
of the client’s staff, premises, assets and the general public is our highest priority.
OUR VISION
We are committed to the ongoing improvement to the services we provide
to our clients. By investing in and developing our most important assets, our staffs, we aim to
achieve all our goals and exceed our client’s expectations.
The Company and Management
Warden Tech Inc. is founded in 2019 and headquartered in Sta. Maria,
Bulacan. The company is owned by partners Mr. Billie Delos Santos and Mr. Raygun Yugin
Aluning. Mr. Billie is a computer engineer and has extensive experience in installations of
CCTVs and improving them while Mr. Yugin is a marketing manager and has worked in sales
and marketing.
The management of Warden Tech Inc. consist of quality manager to
provide management expertise. The managers are:
1. Mr. Lawrenz Lorenzo, Integrated Technologies Division Manager
2. Mr. Christian Dave Artates, Sales Division Manager
3. Mr. Gerald Pontalba, Engineering Manager
Our Services
Our clients are people who choose to have a better security system for their
properties. With the recent concerns that have stemmed from changes to technology and national
security problems, the legitimate need for protection has increased.
At WARDEN TECH INC., we take it one step further and require our security
cameras to meet high technological standards to ensure we meet every client’s need for property
security. Our security system was enhanced to recognize threats and keep all of you and your
belongings at all times.

SECTION II:
 PRODUCT AND SERVICES
Product and Services Description
Our product, security system will equip with three different modules; a facial
recognition and a smoke detection sensor and the camera. The system will use two logic boards
namely RasPi v5 and Arduino Uno to have a better performance. The system will equip a
software to control everything with ease.
The use of facial recognition system enhances the system and uses a
biometric system application capable of uniquely identifying or verifying a person by comparing
and analyzing patterns based on the person’s facial contours. The advantage of having this
technology in our system improves the public security and fast and non-invasive identity
verification.
The system features an 8-channel digital video recorder that stores up to
1TB of HD video footage and longer record times with High-Efficiency Video Coding (HEVC).
The camera has an 80-degree field of view, built-in LED lights, superior color,
night vision up to 75ft, metal waterproof housing and an 8mp camera sensor that can record at
1080p resolution at 30frames per second.
The reliability of the Warden Tech Inc., combined with its generous 1 year
and 6months warranty makes a dependable choice that is worth the investment. Competitive
Comparison
WARDEN TECH INC.’s internally manufactured products are developed to
perform better than the competition. Our products are developed with the goal of providing our
clients a good, value-based purchase that will help them be more safe and secure in their day-to-
day operations. Our commitment to high quality and consistency in our products and services is
what sets us apart from others.
In addition to direct selling of products, our mix of nearly 20 security system
products available through our brochure will allow us to compete against other start-up
company.
Fulfillment
WARDEN TECH INC. Products and Services fulfillment process includes
developing our own product offering combined with well-managed secondary services which
complement our products, and post-sales services for the industrial sales division’s clientele as
well.

Technology
Computer-Controlled Equipment
 With the proper mix of equipment, WARDEN TECH INC. can work as both a
manufacturer and a service provider, repairing its own products, and its competitors’ products as
well. Additionally, the equipment gives the business an opportunity to sell itself at the
production managers level, as well as at the shop level, forging solid ties with production.
P.C.-based business applications
WARDEN TECH INC. will develop its own P.C.-based software system help
systems for its client to use during the sales process. Our applications will have extensions to our
Internet sites to aid the customer relations and sales process.
Mobile Application Support
WARDEN TECH INC. will develop also its own Mobile Application that will
monitor all the activities, sensor readings, real-time data reporting, and full control to the system.
Smoke detection Sensor
WARDEN TECH INC. adds a new feature to system, a smoke detector sensor
using Arduino Uno. These detectors will detect the smoke and will notify the system and our
client through the buzzer and red LED if the smoke density is above safety level. Our goal is
protecting our dear clients for any harm or danger and have a safety assurance.
Facial recognition system
With the sense and advantage of facial recognition, WARDEN TECH INC.
will also add this feature to the existing system that can be a major upgrade. The facial
recognition system will be embedded at RasPi using the programming language, Python, to
lower the work load of the Arduino. This means that the system can run more efficiently without
any overloading to both modules.

SECTION III:
MARKETING PLAN

Target Market
Since the security services provided by the WARDEN TECH INC. are in a
sense unique and exclusive, they are not for the mainstream customers, but for a particular target
market and would be classified as a market niche. The target market strategy would be
concentrated marketing whereby one segment is selected from the market and catered to as the
target segment.
Positioning Statement
The positioning statement of the company is as follows: “Security for Every
Side”
The Warden Tech Inc. provides an exceptional security services and
products to its customers, in spectacular natural surroundings, by delivering quality service in an
atmosphere of comfort, openness and friendship. The company will comply with the principles
of sustainability as outlined in its sustainability policy.

SECTION IV:
MARKETING STRATEGY
The marketing strategy will help determine the target markets of the
Security Services and their respective characteristics.
Branding Strategy: The branding strategy of our team would be aimed at establishing it as the
leading Security Services in the Sta. Maria, Bulacan. The WARDEN TECH INC. will portray
itself as a highly personalized security service manner that is the individuality of the customer
would be valued.
Product Strategy: The product strategy of the company would be based upon 2 major factors
which are explained as follows:
Features and benefits offered: The WARDEN TECH INC. offers as part of its core and actual
product offering, complex and futuristic-based security products together with a 5-star services.
Unique selling point: The WARDEN TECH INC.’s unique selling point is the niche experiences
that it offers to its customers. This is because all other competing security service of a similar
rating offer the above-mentioned services to their customers.
Pricing Strategy: The pricing strategy for the security services and products are:
- The price-setting method adopted by the Sales Department would be competition-based pricing
where pricing is done according to how much

competitors charge for similar products. The priority of the WARDEN TECH INC. would be to
price relatively below competition or at worse equal to competition so that more customers
choose the company over its competitors in terms of similar services provided.
- The above quoted prices are basic prices and may be subject to reduction in case of group
discounts and other special deals and packages as per the promotional strategy.
Distribution Strategy: The distribution strategy of the WARDEN TECH INC. is as follows:
- Availing of products and services can be made online on the WARDEN TECH INC. website’s
online ordering mechanism.
- Orders can also be made over the telephone, with payment being done by cards and virtual
money.
Promotional Strategy: WARDEN TECH INC. sustainable policy will also be integrated with its
promotional strategy. The promotional campaign which includes various promotional methods
such as advertising, direct marketing, and public relations would be prepared along a sustainable
line that is it will promote the use of sustainable practices, would be focused on burglary issues.
It would be ensured that the promotional campaign is socially responsible, highly ethical in
terms of promoting their value offering to the customers.
Advertising Strategy: The advertising strategy of the company will be designed to attract the
attention and interest of the consumer. The advertising message would be decided; the target
audience and the appropriate means to approach the target audience would be decided.
The advertising strategy of the company will include the following:
- 2 separate advertisements would be made: Media advertisements and Brochures. These
advertisements would be broadcasted on newspapers and social media.
-The advertisement would also be available on the company’s website as well as video
broadcasting websites such as YouTube and social networking websites such as Facebook and
Twitter.
Sales Promotion Strategy: The sales promotion strategy of the company is as follows:

- Offering coupons containing special deals and discounts. For example, free two meter cable,
vouchers and discount coupons.
- During quite seasons, when the level of sales is low, the company will come up with special
deals offering up to 25% discount on products and 35% on services.

SECTION V:
FINANCIAL PLAN
2021 2022 2023 2024

Users 20 30 40 50

Revenue

Net Revenue ₱96,000.00 ₱144,000.00 ₱192,000.00 ₱240,000.00

(Premium
Service)

Net Revenue ₱600,000.00 ₱900,000.00 ₱1,200,000.00 ₱1,500,000.00

(Product)

Operating
Cost

Research ₱50,000.00 ₱55,000.00 ₱60,000.00 ₱65,000.00

and
Development

Sales & ₱35,000.00 ₱40,000.00 ₱45,000.00 ₱51,000.00

Marketing

General & ₱25,000.00 ₱28,000.00 ₱33,000.00 ₱36,000.00

Administrative

Manufacturing ₱200,000.00 ₱300,000.00 ₱400,000.00 ₱500,000.00

Cost

Total Cost ₱310,000.00 ₱423,000.00 ₱538,000.00 ₱652,000.00

 Net Income

Net Income ₱386,000.00 ₱621,000.00 ₱854,000.00 ₱1,088,000.00

Fund Raising

Total ₱37,000.00
Investment

MILESTONE I:
COMPLETION OF CONCEPT AND PRODUCT TESTING

Long before starting development work, it is evident that a number of theft occurred in many
facilities, may it be work or school facilities, there will always be an incident or two that
happened and the reason why they didn’t catch the perpetrators is due to a camera not being
present in the place where the theft happened. This is what the technopreneurs wanted to solve,
that’s why they wanted to develop a monitoring device unlike any other, with main features such
as Facial Recognition, Motion Sensor and RFID scanner, this monitoring device will surely
benefit those of the consumers who were willing to try something new and something more.

MILESTONE II :
COMPLETION OF PROTOTYPE

At first, estimated cost is 13k due to the materials needed, but upon canvassing for other
alternative materials, the cost is decreased to 10k. This is just a start-up business so the
technopreneurs tailored the cost so that the business will be more financially flexible when it
comes to funding researches if necessary, but should a rise in purchasing materials happen, it
will also have an effect on the pricing plans. Our target markets are still work industries and
schools, and the technopreneurs are confident that spending money to buy the product will surely
be a huge help in avoiding incidents such as theft and the like. Introducing this kind of product
into the market isn’t a small feat, but as aspiring successful technopreneurs, this might be the
opportunity that the technopreneurs are seeking.

The specifications of the product after the completion of prototype are as follows: TECHNICAL
SPECIFICATION FOR CCTV SYSTEM

I. Camera Module
Image Device Interline transfer 1/4" or better format CCD sensor

Focal length 4 mm to 72 mm or better (for Artificial Intelligence Cameras

with better focal length i.e; 3.5 mm to 91 mm to be used)

Optical zoom 18 X or better

(For Indoor
Camera)

Optical zoom 26 X or better

(For Outdoor
Camera)

Number of 720 X 576

Pixels

Scanning PAL
System

Resolution 480 TVL or better

Illumination (For 1.0 Lux (Color), 0.1 Lux (B/W) or better

Indoor camera)

Illumination 1.0 Lux (Color), 0.05 Lux (B/W) or better

(For Outdoor
camera)

Pan Travel 360º Continuous

Tilt Travel 0 - 90º

Manual Tilt 0.5°/SEC to 90°/SEC

Speed

Manual 0.5°/SEC to 90°/SEC

pan
speed

Preset Tilt speed 0.5°/SEC to 90°/SEC

Preset Pan 0.5°/SEC to 300°/SEC

Speed

Preset positions

Iris Control Auto

Focus Auto
 Back Light Required with black masking or other suitable
compensation technology

White balance Auto

Electronic Auto
shutter

S/N ratio >= 48 dB

Power supply As per OEM's design, however generally AC 230 V @

50Hz/12V or 24 V AC Rectifier and SMPS if DC supply

II. HEVC ENCODER

The Encoder should have the following specifications or should match with the
requirement.
Format PAL color, B/W, composite, 25
fps, 2:1 interlaced

Resolution (H x V 4 CIF 704 x 576, 2 CIF, CIF, QCIF

pixels)

Frame Rate 25 fps (PAL) and lower

Encoding MPEG-4 Compliant with ISO/ IEC 14496 Standard

Video Parameters Brightness, contrast, hue, sharpness, and sizing

selectable

Video Latency Less than 200 millisecond.

Connectors BNC for Composite Video for input, suitable

connectors for Power, Alarm in, and Alarm out, RJ-45
for Ethernet 10/100 Base-T output.

IP Address Static IP Address or as per System requirement.

MPEG4 standard Compliant with ISO / IEC14496

IP Packets Unicast and Multicast

POE Compliant

Power supply As per OEM's design

III. System Controller
It shall provide a high-quality recording storage and play back of images. It
should support integration with LAN to provide Centralized Management and
shall operate on Windows / Linux OS. Support of user management for security

level control and authentication required. These NAS boxes/RAID backup devices should have
the following features and specifications:
Onboard CPU Arduino Uno up to 2.8 GHz

Onboard Memory 2 GB DDR RAM

HD Drive As per system requirement

Host Interface Dual Gigabit Ethernet

RAID Support RAID levels 0, 1, and 5

Network Transport TCP/IP

Protocols

Network File Protocols CIFS, NFS, HTTP/HTTPS, FTP, NTP, SNMP,

SMTP, DHCP and DNS

Drive Status /Space Supported

Monitoring

Operating System (OS) MS Windows OS (Latest version) or Linux

Power supply Hot pluggable Redundant Power Supply

IV. Cables
Connectivity Cable Type

Camera to Video Encoder Coaxial RG 6/U / CAT 6 / Fiber

Optic

Video Encoder to Switch in control UTP CAT 6 / Fiber Optic

room

Switch to Video Wall Switches UTP CAT 6 / Fiber Optic

From switches to NAS Box Fiber Optic

Hardware Decoder to monitor Composite signal cable

 MILESTONE III:
FIRST FINANCING

The technopreneurs are seeking funds for the start-up business and plans to develop a monitoring
system that has the main features of Facial Recognition, Motion Sensor and RFID scanner.
Hoping to encounter an investor who sees the potential on this line of business, the
technopreneurs will develop an enhanced monitoring system that will surely benefit its
customers. The technopreneurs will formulate a comprehensive business plan and discusses it
with the investors, hoping to reach a certain agreement on funds allocation and then proceeds to
create the said start-up business. Since it is a start-up business, the profit might be relatively
small but as years go by, it will surely increase in value.

MILESTONE IV:
COMPLETION OF INITIAL PLANT TESTS

The estimation of cost for our device will be 30,000Php. After 1-2 moths of the completion of
the prototype we will now enter the phase of pilot operation. the goal is to change the
assumptions by gaining information about the following:
• cost of the materials
Materials Price (Php)

Smoke Sensor 1,000

Motion Sensor 250

RFID Scanner 5,000

Camera Module 250

Arduino UNO 500

GSM 900 1,500

Raspberry Pi 2,000

Total 10,000
 • cost of the process
Cost of Process Number of devices

Php 15,000 Average of 1.5 devices per month

• the skills needed for the completion of the device

o knowledge in c, c#, and python programming language
o know how to build circuits using breadboard
o knowledge in integrated circuits
o know how to use multimeter and how to use soldering tools
o knowledge in designing printed circuit boards

• the quality requirement for the device

Facial Recognition 90% or more

Sensing Speed 4m/sec (780fpm) or more

Gray and Black smoke sensing span 0.5 ft or more

Sensing Length 6meters or more

Camera Sensor Resolution 2592 x 1944 pixels or more

Additional acquired information during pilot test

• maintenance
• the risks and factors that may affect the investment
• compatibility with the supplier
these data will improve performance and the estimation of the cost when we enter the phase of
full-scale operation. because of these phases we can lessen the possible risks and lost money.

MILESTONE V:
MARKET TESTING
The company decides that we enter our device in the market with the price of 30,000Php. In the
beginning of the market testing the company will use multiple advertising approaches like the
following:
 • Video advertisement
• Web pages
• Social media pages
• Promotions
o Warranty service
1-year free warranty service
1 to 3 years premium warranty service offer (price: 20% of the
total amount of purchase)
• Set up customization
This phase is for safety of the company. when doing market testing, we ask ourselves these
questions:
• does customer have interest in the product? are they buying our product,
if not why?
• can we beat our competitors?
• does the first assumption of pricing is still valid? do we increase it? or do we
decrease the price?
• where does the problems come form and why?
• Are our servicing-requirement assumptions accurate?
the information gathered from this will tell us what to do on the next step. the result from this test
is vital to the company for decision making. does the company has the chance to be successful?
or do we stop, make changes and try again.

MILESTONE VI:
PRODUCTION START-UP
After the successful market testing with revised assumptions and generated information from the
market test and pilot operation, we now proceed to start the production. here the company will
learn the true costs of producing a steady flow of the product. the company will start to give
more effort into meeting the quality requirements and making different path for the company if
necessary. timing is important in this phase; the company should know the right timing for the
future events. making unnecessary upgrades to the service may lead to pressure and may greatly
affect the totality of the business.

MILESTONE VII:
BELLWETHER SALE
In this phase we will now enter the first important sale to a big distributor. it will give the
company a big push towards success but failing this will surely affect the sales growth of the
company. in this milestone the company will learn the following:
• how well our product is competing in the real world compared to limited
tests?
• does our product is functional?
• do we continue with this product? or do we make changes in our methods?
• Information about service requirements
• Additional data regarding quality controls and specifications
bellwether sale will be important addition to our connections in the business. it may also open up
new opportunities that will greatly benefit the company.

MILESTONE IIX:
FIRST COMPETITIVE ACTION
In regards to the venture, Enhance Security System with features including Facial Recognition,
Motion Sensors, Smoke Sensors, RFID and GSM SIM 900 for real time reporting, the
competitors of this product are other security system company in the country. The perk of
choosing these products is worth it than other security systems company. Some other companies
might be high in technology but it is too costly. However, in our company, we consider average
income earners and give them the best quality of products yet not that pricey. The
technopreneurs developed a website and a social media account to promote their products and for
the customers to have an easy access to that specific information that they want to know. They
also made flyers to distribute to their target market.

MILESTONE XI:
FIRST REDESIGN OR REDIRECTION

For redesigning or redirection of their product, the technopreneurs do not intend to redesign their
current model however they offer variety specifications of their product. The consumers can
customize what specification that they want.

MILESTONE X:
FIRST SIGNIFICANT PRICE CHANGE
The price of the product varies from the specification that the customer demands. As time goes
by, the specification of product innovates and the price of the product also increases. Upon
upgrading of product there is a possibility that there will be an increase in the price range and it
will depend on changes of the device.