Presented to the Department of Commercial Law

De La Salle University - Manila

Term 1, A.Y. 2022-2023

In partial fulfillment
of the course
In COBFSCL K31

PlaceHolder: Parking Made Easy

Submitted by:
Arrastia, Andreana Dominique D.
Fernando, Piandre Angelo A.
Pineda, Joey Ptrisha
Pintor, Isabella Marie B.

Submitted to:
Atty. Rene B. Betita

December 16, 2022

 TABLE OF CONTENTS

Title Page

CHAPTER I: Executive Summary 3

Executive Summary 3

CHAPTER II: Company Description 7

Significance of the Business 7

Service Background 8

Industry Analysis 10

CHAPTER III: Marketing Plan 21

Total Market 21

Demographics 21

Analysis of Competition 23

Market Share 36

Features of the Service 37

Cost to Produce Application 37

Branding 37

Pricing 45

Advertisements, Promotion, and Marketing Materials 47

CHAPTER IV: Organizational Plans 48

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 Description of the Management Team 48

Job Function & Qualifications 48

Organization Set-up 68

Major Registration and Licenses 69

CHAPTER V: Financial Plan 74

Financial Assumptions 74

Balance Sheet 76

Income Statement 77

Cash Flows 78

Financial Ratios 79

Project Cost 80

CHAPTER VI: Success Factors, Contingency, Critical Risk Continuity 81

Response to Competition 81

Government Regulations, Patents, Trademarks Policies 81

Inflation and other Economic Factors 84

Environmental Concerns 85

Management Team 86

References 94

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 CHAPTER I
EXECUTIVE SUMMARY

PlaceHolder is a mobile application that offers support to motorists by providing an

online parking reservation service that enables motorists to locate and reserve hourly and daily
parking spots in Makati and Manila at thousands of lots, garages, or any available parking space.
PlaceHolder promises its customers that as soon as they make a reservation with them, they will
receive an instant confirmation of their reserved parking spot. The primary objective of
PlaceHolder is to conduct business in more than one hundred barangays spread across Makati
and Manila.
The founders of PlaceHolder started out as a group of students doing a project for their
feasibility study, but eventually decided to put their school project into action and start a business
together. Merriam-Webster (Merriam Webster, 2022) defines a PlaceHolder as "anything that
signifies or temporarily fills a position" (the term is sometimes used attributively). One of the
goals of the brainstorming session was to come up with a name for the company that would
evoke imagery of driving or parking. There was no special story behind the brainstorming
session, but the group decided on the name because it fit the over meaning of the business which
is to occupy a space.
PlaceHolder is a corporation, meaning that it has shareholders who share minority
ownership. However, majority ownership is divided among the four executive board officers–the
CEO, CFO, CTO, and COO. A Chief Executive Officer, along with a Chief Financial Officer, a
Chief Operating Officer, and a Chief Technology Officer, would oversee PlaceHolder. Each of
the aforementioned designations would be in charge of a department with several executives
from various divisions, including operations, marketing, research and development, finance,
legal, human resources, public relations and customer service.
Since PlaceHolder will be formed as a corporation, the sources of capital will mainly
come from equity capital and retained earnings. This means that the business will be selling off a
percentage of its shares to shareholders in order to raise capital or funds. PlaceHolder will be
issuing common stock in exchange for funds. Apart from equity capital, PlaceHolder’s other

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source of capital is retained earnings, which are funds that are left over after all obligations and
expenses have been met. In terms of financial and operational highlights that PlaceHolder
projects, given that mobile applications are relatively costly to launch and other project costs, the
firm will not be profitable for the first year of operations. However, total revenue will steadily
increase throughout the five (5) year period, and even reach a net income of at least ₱3,000,000
by the fifth fiscal year.
PlaceHolder aims to improve motorists’ parking experiences in Manila and Makati. It
does not expressly target one gender but intends to serve men, women, and non-binary
individuals equally. The target market age is defined as individuals who are of legal age, or more
specifically, those who are old enough to apply for a driver's license and operate a vehicle on
their own. Anyone who is qualified to drive a car legally is eligible to use PlaceHolder's services.
To be compliant with the Land Transportation Office (LTO), these people must meet particular
literacy standards. In terms of social class, the target market demographics for PlaceHolder are
predicted to be in the middle-class to upper class income range. Given that a car and a
smartphone are needed to use PlaceHolder's services properly, it is assumed that customers are
capable of possessing both things. The service locations for PlaceHolder will be in Manila and
Makati, thus it is the target market of PlaceHolder when it comes to location. Due to the fact that
these are two of Metro Manila's busiest regions, the group decided to concentrate their efforts
there. Consumer lifestyles were also considered in analyzing the target market. People would
rather use their own automobiles than rely on erratic public transit. Given this, motorists would
tend to choose convenience because, if they needed a parking place, they would probably choose
the one that was the most convenient.
As mentioned, PlaceHolder is a mobile-based parking reservation service for motorists in
the Manila and Makati area. The business aims to provide a platform that would ease the stress
of motorists looking for parking spaces in Manila and Makati. As one of the busiest economic
areas in Metro Manila, finding an available parking space is difficult. As such, the members of
this group planned to create PlaceHolder, an online platform where motorists can pre-book
available parking spaces in Makati and Manila. PlaceHolder plans to partner up with any
individual or organization that will consent or allow their parking spaces in their building or

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homes to be reserved or rented to PlaceHolder’s customers. Provided that a certain percentage
will be given to the actual owners of the parking spaces, PlaceHolders customers that need a
parking space near their desired location in the Makati and Manila area can reserve these parking
spaces for a certain rate and time.
In terms of organization, since the application requires a lot of financial support to sustain
its function, PlaceHolder was formed as a corporation. As previously mentioned, majority of
ownership belongs to the executive board officers. Since the market activity for the mobile-based
solutions for parking reservation only has a few businesses that are also starting out, PlaceHolder
plans to distinguish itself by making sure that parking spaces will not be limited to parking
garages and condominiums, which will be discussed in detail in this paper.
As countries around the globe are slowly transitioning to the new normal, face-to-face
operations are more frequently being conducted. However, the Philippines is the “eighth city
with longest hours spent in traffic” worldwide (Philippine Star, 2022). Given this, the founders
strived to provide accessible parking to motorists from the convenience of their own devices.
Given that PlaceHolder is a start-up business, the executive board of PlaceHolder agreed
to rent a commercial space located at RCBC Plaza, 1, Yuchengco Tower, 6819 Ayala Ave,
Makati, Metro Manila for ₱17,000 a month. Due to the fact that the service will be established
and provided online using a digital platform, more specifically a smartphone application, this
office space will only be used for the internal operations of the business. With the intention of
ultimately expanding usable areas throughout the nation, the service will initially primarily serve
areas inside Greater Metro Manila.
In line with the ultimate goal of PlaceHolder of being a reliable service, the business
commends those individuals, groups, agencies, or organizations who are working tirelessly to
ensure that the services being provided, in terms of parking management, is optimal on the
motorists’ end. However, given the diverse day-to-day concerns of motorists, we recognize that
change is constant and there is still room for further improvement and development.
With this, PlaceHolder has formulated the following mission and vision statements:

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Mission
To provide a quality and reliable digital service that is responsive to the needs of Filipino
motorists by making parking spaces accessible and convenient for them.

Vision
By 2030, PlaceHolder will be the Philippines’ top digital parking service application and
will be accessible to all motorists nationwide.

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 CHAPTER II
COMPANY DESCRIPTION

I. Significance of the Business

The group decided to start PlaceHolder for two reasons: to provide a platform that eases
the stress of motorists in finding a parking space and to aid in the development of a potential
market.
Every vehicular travel requires preparation and time on both ends for parking. Every
driving experience begins and ends with it; whether in a private garage, on the street, or in a
public parking space, it marks the beginning and end of all interactions between motorists and
their vehicles. Apart from traffic congestion, another rampant road/transportation issue in the
Philippines is the lack of spaces to park. In fact, due to the lack of off-street and legal on-street
parking areas, motorists resort to parking on-street in areas that are prohibited (Bulactical et al.,
2013). Finding a parking space wastes a significant amount of time, and in this fast-paced world,
time is of the essence for all individuals. In their research, the members found that technology
could aid in decreasing the stress of finding a parking spot by providing a platform to digitally
reserve spaces and to provide information on available parking spaces (e.g. Spot Hero, Best
Parking, Park Whiz, and many more). However, despite the discovery of this solution in parking
management, there hasn’t been much growth of businesses that cater to digital parking
reservation. The group decided to take the challenge and introduce PlaceHolder, an app designed
to provide information on available parking spaces and to provide users a service that digitally
reserves parking spots for a certain period.
Although the automotive industry is a flourishing sector in the Philippines, news or
information regarding the parking management solutions industry growth seems to either be
underdeveloped or have a lack of activity in the market. However, there are businesses related to
the industry, such as The Professional Parking Manager, Gold Loop, Intelli Parking, and many
more. Hence, although there is a lack of information or activity in the said industry, many
businesses are catering to the parking solutions market. In contrast, the USA’s parking
management solutions industry was valued at 4.08 billion dollars in 2021 and will continue to

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grow significantly in the next few years (Maximize Marketing Research, 2022). According to
Future Marketing Insight (FMI), the global market for this industry is expected to secure 768.2
billion dollars by 2032. Hence, there is potential for this market, and the Philippines will
hopefully follow shortly. In fact, according to Mercurio (2021), MPTC is investing in the parking
business with Dibz, another digital parking service in Metro Manila. Overall, Although the
Philippines’ parking management solutions industry has a slow growth, with the increased use of
technology brought by the pandemic and the influx of development of in-person activities, the
group is confident that PlaceHolder could contribute to this industry and earn a profit in return.

II. Service Background

Service Features, Function, & Benefits
Given the influx of motorized vehicles around the metro, PlaceHolder understands that
accessibility for vehicle owners is vital and that most individuals seek ways for them to park
safely and conveniently. It is with this in mind that the partners have decided to launch
PlaceHolder as a smartphone application where users can reserve a parking spot in universities,
hospitals, and government offices when needed.
In the cities of Makati and Manila, there are universities, hospitals, government offices,
businesses–to name a few–in the vicinity, but only a small number of them offer enough
off-street parking for their customers. This is the rationale behind why motorists opt for on-street
parking close to their final destination. Motorists prefer to park their cars close to their
destinations for convenience, but because there aren't many spots accessible on the street, they
end up parking illegally. This is the major benefit of the application: motorists are able to reserve
a parking spot in advance, simply through their smartphone. Beyond being convenient because it
means less waiting time for motorists, it is also convenient because the application can be
accessed anywhere, as long as the user has a gadget and stable connection.
Given this, PlaceHolder ensures quality service by managing quality management
through the “Plan-Do-Check-Act” cycle. In this sense, the business must formulate effective
plans and procedures to achieve its goals, including quality assurance and quality control
procedures. It must also consider complexity, risks, hazard factors, and adopt processes as

8
necessary to maintain the appropriate level of quality. The business must also complete the work
in accordance with established procedures. In order to continuously improve, the organization
must also be able to confirm that performance is met by quality targets, confirm that a sufficient
plan results in the implementation of quality objectives, and discuss findings with all project
stakeholders. As a result, consumers will be able to adapt to a more accessible parking space
integrated with efficiency and viability.

Distinct Advantage Over Competitors

Competitor 1: Kerb
Kerb provides similar services to PlaceHolder. However, the application has numerous
functionality issues and high rates (Google Play, 2022; App Store, 2022). However, Kerb has
costly starting rates. In fact, the starting rate of parking spaces in Kerb is at P100 (KERB, n.d.).
On the other hand, PlaceHolder will ensure price-friendly rates for cost-conscious customers.

Competitor 2: Dibz
Dibz has similar service features as PlaceHolder which is to provide a digital parking
reservation application. However, service is reliant on condominium owners that need a return on
the parking space fee and a few parking garages (App Store, 2022). PlaceHolder will not be
limiting service providers like Dibz. Business will include car parks and parking spaces and any
available area that will allow parking reservation.

Competitor 3: Parking Buddy

Parking buddy provides a similar solution to PlaceHolder, which is to provide
convenience of parking. However, Parking Buddy is not a business and the application's only
purpose is to provide navigation and information on available parking spaces in Makati CBD and
Ayala Centers (App Store, 2022). On the other hand, PlaceHolder will utilize its parking space
navigation service for profit.

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III. Industry Analysis
Industry Description : Parking Reservation System Market ; Mobile-Based Solutions
In a report provided by Mordor Intelligence (n.d.), in general, parking reservation
systems educate vehicular owners as well as businesses that provide parking about the
accessibility of parking in surrounding sites within a certain defined region by means of constant
monitoring of areas for available parking. Furthermore, hardware and software that monitors the
availability of parking spaces and transmits information pertaining to parking are both
components of reservation-taking systems for parking spaces. It is anticipated that these systems
would gain more momentum in the industrialized and heavily populated countries. This is due to
the fact that they are very effective in tackling major challenges, such as acquiring a safe parking
area and lowering the amount of traffic.
In particular this business belongs to the mobile-based parking solutions since the
business provides a service to digitally reserve parking spaces via mobile application. In recent
years, mobile-based parking reservation solutions and systems have seen widespread adoption
around the world due to their superior efficiency in comparison to traditional parking reservation
solutions. In addition, governments and organizations are undertaking several digital projects as
smartphone and internet use rapidly expands. Mobile parking reservation services are becoming
increasingly popular as a means for solution providers to increase their revenue, thanks to the
increased adoption of technology and the desire to collect online data on customers.

Industry Size and Potential Growth

Valued at $837.23 million in 2020, the parking reservation systems market is expected to
reach $1,453.53 million by 2026, a 9.63% CAGR between 2021 and 2026 (Mordor Intelligence,
n.d.). Unfortunately, although Asia Pacific is the fastest growing market in this industry, the
Philippines does not have enough activity or data in regards to this market. As of the moment
only a few digital services for park reservation are available and were only launched recently,
such as Dibz and Parking Buddy.
As mentioned, in spite of the fact that the automobile sector is a thriving industry in the
Philippines and that Asia Pacific is a thriving region for the Parking Reservation System Market

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(MORDOR Intelligence, n.d.), there appears to be a lack of activity in the digital parking
reservation system market in the Philippines. However, as mentioned, there is activity related to
the industry such as the parking system industry and parking solution industry, where business
exists such as the creation of complex parking spaces and car parks (ELID, 2018). This means
that despite the lack of activity in the parking reservation system market in the Philippines, there
are related industries that seem to be steadily growing or at the very least existing.

SWOT Analysis
In the modern time, businesses must do a thorough internal study to address any issues
and increase profits; a SWOT analysis is an excellent starting point. Following that, there will be
an analysis of Strengths, Weaknesses, Opportunities, and Threats of PlaceHolder to support the
SWOT analysis' presumptions, which will greatly aid the company in strengthening its
management and strategic planning.

Strengths Weaknesses Opportunities Threats

● Demand for ● Customers/mot ● More room for ● An existing one

convenient orists who are service (1) competitor
services not tech-savvy innovation and with the same
● Availability of ● Capacity of business nature of
service (24/7 service could be development business
service) limited or in (For example, ● Agreement with
● Excludes the need small-scale venturing unique parking lot
of human efforts ● Undeveloped features of the owners (More on
for managing network which services being the context of
parking spaces could result in offered which partnership
● Innovative little to no makes it distinct between
customer/motorist recognition of from the others) PlaceHolder and
experience the services ● Advantage from owners/manage
● Partner with local being provided newly emerging ment of parking
authorities such as trends spaces.
the Makati ● Constant change

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 Strengths Weaknesses Opportunities Threats

Parking Authority in modern

(MAPA) from technology
Makati City and
Manila Traffic and
Parking Bureau
(MTPB) from
Manila City for
parking spaces
management

Table #1: SWOT Analysis of PlaceHolder

Overall, as we can see from the SWOT analysis, the business can move forward by
utilizing online platforms such as social media, creating a website, and advertisements. In this
sense, the business can disseminate various information about its services, showing in detail
what the business is about, its services, reviews from customers and such. On top of that, taking
advantage of newly formed trends as it is in this way, the business would be able to attract more
customers which could help the business build credibility and value. Despite having these
opportunities, the downside is the presence of strong competitors with similar nature of business
such as Dibz, a digital parking service. In addition, the change in modern technology can be a
threat in the business as the business operates on a fully online platform. For instance, Artificial
Intelligence (AI) or simulated humanoid robots could replace the services that the business
offers. Moreover, going back to the customers who aren’t familiar enough with the online
platform services, the business may lose its customers as they would prefer having a “strategy”
when it comes to finding a parking spot rather than having a hard time learning and browsing
through the online platform.
Furthermore, there is a great chance for the business to prosper since most enterprises are
adapting to the demand of the digital age. Consumers have integrated technology in their daily
lifestyle, particularly to seek convenience. From the information gathered, the business plans to
execute their services by utilizing the following strategies:

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 (1) Collaboration with Local Authorities;
(2) Easy-to-understand Interface;
(3) Digital and Traditional Marketing;
(4) Competition-Based Pricing; and
(5) Competitive Analysis.

PESTLE Analysis
Companies use PESTLE analysis to monitor the environment in which they operate or
intend to introduce a new good or service in. In its enlarged form, the acronym PESTLE stands
for Political, Economic, Social, Technological, Legal, and Environmental. The degree to which a
government may affect the economy or a particular business depends on political factors. The
success of an economy is determined by economic factors, which have immediate consequences
on a corporation and lasting repercussions.
On the other hand, social factors examine the market's social environment and evaluate
characteristics such as cultural trends, demography, and community dynamics. Technological
factors are advancements in technology that may have a positive or negative impact on how an
industry and the market operate. Legal factors center on specific laws that influence the business
climate in a particular nation as well as corporate principles that organizations uphold for
themselves. Lastly, environmental factors are all those that affect or are affected by the
immediate environment. For PlaceHolder, it was discovered that the PESTLE factors listed
below had an impact on whether or not it would be feasible to introduce the business, notably in
the Philippines:

Political Economic Social Technological Legal Environmental

Government red Economical Society's power Digital Antitrust laws in Laws regulating
tape and growth rate structure, class Adoption the sector of environment
intervention in system, and technology pollution
the hardware hierarchy hardware and
and technology equipment

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 Political Economic Social Technological Legal Environmental

sector

Tax rates and Inflation Rate Educational Impact of Patents, Climate change
rebates level and technology on intellectual
standard product property law,
offerings and copyrights

Mechanisms in Government Environmental Technology Data Privacy Stances on

place to regulate intervention in consciousness diffusion rate Act environmentally
prices for and the market friendly or
operations of economy "green"
technology commodities
hardware and
equipment

- Economic - - Laws in -
Recession consumer
protection

Table #2: PESTLE Analysis of PlaceHolder

A. Political Factors
The process of transacting, as well as its duration, may have an impact on the operations
of PlaceHolder since several licenses and registrations, which are specifically handled by the
government, are required for the business to begin in the country. Government regulations are
clearly having an impact on how businesses are established in the Philippines, whether it delays
or accelerates their entry into the market. It is essential to remember that each nation has its
unique tax laws. Businesses in the Philippines have the option of requesting an income tax
refund. Income Tax Refunds are the outcome of tax overpayments.
When company predictions are off and actual sales are lower than expected, tax refunds
are often given to corporations because they overpaid their tax obligations (Dar, 2022). In the
Philippines, corporations should submit their reports and compute their income using one of

14
three distinct forms based on their tax system, using a 12-month accounting period as a
foundation. The quarterly and yearly income tax payments are due by the same filing dates due
to the pay-as-you-file income tax system. There is still a balance of tax to be paid after deducting
the quarterly payments, but any excess can be reimbursed or utilized as a tax credit. Extra
estimated quarterly income taxes paid may be carried over and used to future taxable years'
estimated quarterly income tax obligations.
The decision to carry over is final once it has been made, and no cash refunds or tax
credit certificates (TCCs) are permitted unless the business is liquidated (Tax
Summaries-Philippines, 2022). The prices as well as the operations of various firms in the nation
that offer everything associated with technology are subject to several rules and regulations. The
Philippine Competition Act (PCA), known as R.A. 10667 is one noteworthy statute in the
Philippines. The main competition policy of the Philippines is Republic Act No. 10667, which
aims to foster and safeguard a competitive market. It guarantees consumer welfare and maintains
the effectiveness of market competition. By addressing anticompetitive business practices and
preserving an environment where companies may compete on the basis of the quality of their
work, enforcement of this law contributes to ensuring that markets are open and free.

B. Economic Factors
The Philippines’ third quarter economic growth performance has increased to 7.6 percent,
achieving the growth forecast for 2022 created by the Department Budget Coordination
Committee (DBCC) of 6.5 percent to 7.5 percent (DOF, 2022). Major economic sectors posted
positive growth rates in the third quarter of 2022, with the Service sector posting a 9.1 percent
growth rate (Mapa, 2022). Along with the rise of economic growth, the Philippines’ inflation rate
has also increased in 2022. The forecast increase in inflation is expected to speed up to 5.3
percent in 2022 (ADB, 2022). The higher inflation rates have been caused by the global and local
price shocks, however despite the increase in inflation, the country can still keep a steady
economic expansion as it eases its way back to normal socioeconomic activities (ADB, 2022).
In both theory and reality, the Philippines has historically had a private enterprise
economy. Government intervention was primarily made through the use of fiscal and monetary

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policy as well as its regulatory power (Economic Planning and Policy, n.d). Under the current
Marcos administration, the government has involved themselves with the Philippines’ economic
growth by setting various policy interventions to help sustain the economic growth momentum.
President Ferdinand Marcos Jr. admitted the government’s need to step in to aid the country’s
economy with the robust economic growth, with an assurance that the country’s economic
growth is headed towards the right direction and that the government is ready to address
challenges such as the increase in inflation (Gita-Carlos, 2022).
According to Kelly Bird, country director for ADB Philippines, "the Philippine economy
has demonstrated significant underlying economic momentum and resilience in 2022 and this is
predicted to continue in 2023, with GDP growth converging towards its longer term growth rate
of roughly 6%.” Kelly Bird also says that there are dangers to growth in 2023, including rising
inflation, higher interest rates, and a faster than anticipated downturn in GDP growth in advanced
countries (ADB, 2022).

C. Technological Factors
Global usage of digital technology has increased as a result of the epidemic. From 23
million in 2010, there were 73 million Filipino internet users in the Philippines in 2020. Despite
the fact that COVID-19 has sped up the adoption of digital technology, the country still falls
behind because internet services are frequently more expensive, offer slower broadband speeds,
and offer inconsistent access due to a lack of competition and poor infrastructure. In addition, as
the internet is the driving force behind the development of other technologies, the accessibility,
affordability, and quality of broadband will probably determine how rapidly other technologies
are embraced (Canto, 2021). By integrating information flows between sales, marketing,
distribution, and logistics, improving flexibility and achieving balance between product demand
and inventory levels, optimizing warehouse management, and maximizing distribution
efficiency, technology has, in essence, become an essential component of product distribution
(Victor, 2017). It would be challenging to implement solutions that may simplify product
distribution given the aforementioned fact that the Philippines is dropping behind in terms of
digital infrastructures. However, recent reports have shown that in terms of being ready for

16
upcoming technological development, the Philippines has made progress making it the fourth
most tech-ready economy in Southeast Asia (Cigaral, 2018). This is a promising factor for a
business that depends heavily on the use of technology for its operations.

D. Social Factors
In order to determine if the service being offered is best suited for people living in the
country, the company should take into account the social factors present in the corporate
environment in the Philippines. Even though PlaceHolder does not explicitly declare that a car is
required in order to use the service, it is a given that a car is necessary in order to book parking.
As a result, it is critical for PlaceHolder to understand the audience they are attempting to sell to,
which can be easily recognized given that the Philippines only has three basic socioeconomic
classes: low-income, middle-income, and high-income (Virtuz, 2021).
Most likely, among the three, only the middle- and upper-class individuals own a car,
which might be advantageous to the business given the presumption that the vast majority of the
populace will use their services. However, the Family Income and Expenditure Survey
conducted by the Philippine Statistics Authority (PSA) reveals that the middle class makes up
around 40% of the population, while the low-income class accounts for the majority of Filipinos
(58.4%) and only 1.4% of people are high income earners (ibid). These could not be a good
number for a business whose target market is middle-income to high-income class. Education
level is another aspect that a business should take into account because the firm only hires
drivers who meet the minimal requirements of being able to read and write and those set out by
the Land Transportation Office.
A company should examine the educational system in the Philippines to ensure that the
vast majority of the country's consumers can avail of their service. The Philippines, with a
literacy rate of 97.95%, has the highest in SouthEast Asia, yet among the 79 participating
nations, it had the lowest reading comprehension scores in 2018 (Tang, 2020). Whether this
could negatively or positively affect the operations of the business depends on the turnout of
Filipinos who are able to read and write, as well as comprehend instructions clearly. Apart from
this, consumer lifestyle, as well as their behavior may significantly affect the business

17
operations. Given that the business offers convenient parking reservations, it is a given that the
company will indirectly make use of cars in order for the business to operate.
This might be a hefty disadvantage, especially if the majority of the population are
environmentally conscious. Carousell reports that 75% of Filipino consumers in the Philippines
alone favor eco-friendly and sustainable businesses, which is not a good indication for a
company that unintentionally adds to air pollution and greenhouse gas emissions (Insight: 75%
Of Filipino Consumers Prefer Sustainable And Eco-Friendly Brands, According To Carousell,
2022).

E. Legal Factors
As technology develops further, the nation adopts laws addressing any potential problems
that could result from it. To determine if such technological innovation is possible to integrate or
whether it would be most acceptable to do so in the nation, one need only be aware of these rules
and regulations before entering the Philippine market. One legislation, known as RA 10667,
which is a comprehensive antitrust statute that forbids unfair competition as well as agreements
and combinations intended to restrict trade or impede free competition in the market via artificial
means, was named under the heading "Political Factors” (Macasaet-Acaban & Veloso, n.d.)
Additionally, there are regulations that govern certain businesses and arrangements as well as
laws that prohibit specific actions within those businesses.
Apart from the aforementioned, which is the first integrated framework governing
competition in the Philippines, there isn't yet a comprehensive or established antitrust legislation
in the country (Pascual, 2016). The RA 8293, also known as the Intellectual Property Code of the
Philippines, is another piece of legislation that a company has to be familiar with. In accordance
with the provisions of Republic Act No. 8293 on Voluntary Licensing, IPOPHL was given the
authority to examine applications for the issuance of letters patent for inventions, register utility
models and industrial designs, register marks, geographic indications, integrated circuits, register
technology arrangements, settle disputes involving technology transfer, and develop and
implement strategies to facilitate technology transfer and promote the use of patents.

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 The RA 10173 or the Data Privacy Act of 2012 and the RA 7394 or the Consumer
Welfare Act are two noteworthy legislation in the Philippines that company owners should be
aware of in order to ensure consumer protection and security. The latter strives to protect
customers from risks to their health and safety, protect consumers from misleading, unfair, and
unconscionable business practices; while the former secures the basic human right to privacy of
communication while guaranteeing the free flow of information to encourage innovation and
growth and the State's inherent role to ensure that personal information in information and
communications systems in government and the private sector is secured and safeguarded.

F. Environmental Factors
The Philippine Constitution mandates the protection and advancement of the people's
right to a balanced and healthy ecology in line with the rhythm and harmony of nature, which
forms the foundation of the Philippines' environmental policy. The Constitution's directive that
the State develop its patrimony to foster industrialization and full employment through industries
that make full and effective use of natural resources tempers this right to a balanced ecology
(Lerma, 2022). The Department of Environment and Natural Resources (DENR) is tasked in
implementing the Philippines’ environmental policy such as controlling the pollution and
deciding on pollution cases in the country (ibid). Air pollution tops the list of Philippines’
biggest environmental issues in 2022. A surge of vehicular emissions became one of the greatest
contributors to the country’s air pollution when COVID-19 restrictions were lifted (Raji, 2022).
According to William Cuñado, DENR’s Environmental Management Bureau Director, air
pollution is extremely high in areas with heavy traffic as this accumulates high amounts of gasses
discharged in a certain area (Cariaso, 2022). The lack of parking spaces is another cause of heavy
traffic as cars line up in front of parking areas waiting for a slot to open up. With the presence of
the PlaceHolder application, amounts of traffic in search of parking spaces within Makati and
Manila may or may not be lessened. The positive side of the PlaceHolder application is that
vehicle owners looking for parking spaces can easily look for parking slots near their desired
destination without having to wait as long as the usual waiting time. However, the negative side
would be the more parking spaces found available and easily accessible through the application,

19
the more vehicles will be found on the road. A study made by the Sightline Institute in Portland
proves that more parking spaces led to more driving, and less transit use and walking (Andersen,
2021).

Barriers To Entry And Restrictions

Given that PlaceHolder is operating in both the technology and automotive industry, there
are multiple barriers to entry and restrictions to consider. Firstly, there is a lack of technological
infrastructure in the Philippines, especially when compared to neighboring countries. The World
Digital Competitiveness Ranking delves into countries’ ability to digitally transform, given the
rising prominence of technology (IMD World Digital Competitiveness, 2022). In 2022, out of 63
countries, the Philippines ranked 56th, which is an improvement from 2021’s 58th ranking.
However, it must be noted that the Philippines still ranked the lowest among countries in the
region (Balinbin, 2022).
Another barrier to entry is the high costs incurred when creating and developing a mobile
application. According to Garg (2022), the cost to build an application starts at approximately
$40,000 USD; when converted into Philippine currency, this equates to an estimated cost of
₱2,215,000. Given that most businesses only become profitable after eighteen months, it is
important to minimize costs (Akalp, 2015). As a result, this is a barrier to entry because the
creation of the application alone requires shelling out a large amount of money.
Lastly, given that the application promises users reserved parking, there is a need for the
group to coordinate with external partners and stakeholders. While this is one competitive
advantage of PlaceHolder, it ultimately may be a barrier to entry because the business model
requires partnerships and more entry-work.

20
 CHAPTER III
MARKETING PLAN

I. Total Market
PlaceHolder strives to make parking in Manila and Makati easier and more accessible for
motorists. Given that the firm has a wide scope for their target market, ultimately, their
marketing approach is consumer marketing. This approach focuses on selling products to
consumers, rather than other businesses, and is deemed as more “personal” than other
approaches (DX Adobe, 2021). The company chose to target primarily consumers because its
goal is to be of assistance to them by lessening the burden of finding parking.

II. Demographics
Gender and Age
The application does not target a specific gender as it caters to men, women, and
non-binary individuals alike. Delving into age, given that the application is meant to assist
motorists, the target market is individuals that are of legal age; more specifically, those that are
old enough to get their driver's license and drive independently.

Educational Background
In terms of the educational background of PlaceHolder's demography, the company will
largely target those individuals who are able to legally operate a vehicle. Because these
individuals are required to have a certain level of literacy in order to comply with the LTO, the
group has decided to include this category in PlaceHolder's demographic. In addition, they need
to have expertise on how to navigate technology and typical methods of payment used in online
purchasing, such as cash on delivery, bank transfer, and digital wallets. Apart from methods of
payment, these individuals also need to have adequate knowledge of popular payment platforms,
such as Gcash, GrabPay, PayMaya, and many more popular e-commerce platforms in the
Philippines.

21
Income Level
The middle-class to higher class income range is expected for PlaceHolder's target market
demographics. Given that a vehicle is required to fully utilize PlaceHolder's services, it is
believed that the consumers are capable of owning one. Owning a car for everyday usage is
costly as you must pay for gas, daily, weekly, or monthly parking fees, car insurance, and
registration. Additionally, in order to utilize PlaceHolder's application and browse the several
parking spaces in each area it serves, the consumer must own a smartphone with an internet or
data connection.

Location
As previously mentioned, PlaceHolder’s service location will be in Makati and Manila.
However, the business will need to do further research on the possible areas to include in Manila,
but as of the moment only Malate is an assured area for PlaceHolder in Manila. The group made
the decision to concentrate their efforts on these locations because they are two of the busiest
areas in Metro Manila. This is because both regions serve as the country's primary financial and
commercial hubs (Bulactical et al., 2013).

Buying Habits, Consumer Behavior, and Lifestyle

Even while there is now gradually more public transportation available than there was
prior to the pandemic, there is still not enough of it. The majority of transportation sector
workers have experienced extended periods of unemployment or low pay, while commuters have
had trouble finding a ride during rush hour. As a result, people prefer to utilize their personal
vehicles rather than depending on unreliable public transportation. Given this, motorists would
lean towards having convenience considering the fact that in the event where they would need a
parking space, they would most likely go with the most convenient one. This is why PlaceHolder
will try to tap into the needs of the motorists. Moreover, PlaceHolder will emphasize itself as a
brand which aims to provide convenience, safety and reliability to its customers.

22
Other Related Characteristics
Since PlaceHolder focuses on online parking reservation, the business will look into
motorists who often travel around the metro, by getting all the necessary data and information
needed for strategic planning of the areas that will be covered by the service of the business
which scope the cities of Makati and Manila. For PlaceHolder to flourish as a successful
corporation it must address the needs of this target population, such as catering to all types of
vehicles when it comes to parking space reservations but it is subject to limitations which would
depend geographically.

III. Analysis of Competition

Competition is healthy. In fact, competition is especially healthy for the economy since it
pushes businesses to innovate in ways that would improve consumer lifestyle. In that sense, a
robust market rivalry is essential to the growth and health of the market and the overall economy.
It aids its respective market and economy because when businesses are forced to compete for
customers, it typically results in cheaper costs, superior quality in terms of goods and services,
greater variety and diversity of their businesses, and increased levels of innovation and discovery
(Boushey & Knudsen, 2021). Thus, overall , competition aids in the growth of both the
businesses, its respective market, and the economy.
As mentioned, the Parking Reservation System: Mobile-Based Solutions Market in the
Philippines has only two dominant businesses under its wing; Kerb and Dibz. This portion of the
business plan will go through each of the possible competition of PlaceHolder in two tiers;
direct competition and indirect competition. In contrast to direct competitors, who offer the exact
same product or service to consumers in the same market, indirect competitors offer something
else but nevertheless focus on the same clientele (Keenan, 2019). Generally, PlaceHolder’s target
market are those who want the ease of arriving at their destination or people who want the
convenience of reserving their parking spots and avoiding the stress of looking for parking
spaces.

23
Direct Competition
The direct competition for PlaceHolder consists of Dibz Parking and Kerb. Dibz and
Kerb provide the same type of services and target similar consumers as PlaceHolder. Before the
group will delve more into the competition analysis of PlaceHolder and its direct and indirect
competitors, due to PlaceHolder being a proposed business, the group cannot compare certain
company specifics with its possible competitors, which includes comparing number of investors ,
funding, company strengths, company weaknesses to name a few.
Kerb provides the same services as PlaceHolder’s where they provide a digital parking
reservation system for motorists and parking operators (KERB, n.d.). Similar to PlaceHolder’s
target market, Kerb wants to focus on people that seek convenience or a guaranteed parking spot
when it comes to parking. Since the release of the application in 2017, the application has had
over 51 employees and 10,000+ downloads and users (Play Store on KERB, 2017; KERB, n.d.).
Although not particularly stated in their website, KERB’s service location expands to key areas
in the Philippines such as Cebu, NCR, and many more (KERB, n.d.).
Messaging is an important aspect for the stability and growth of a business. The language
that a business uses has a big influence on two different aspects of a growing customer base:
acquiring new consumers and encouraging current clientele to spend more (Winder, 2019).
Hence, it is important that businesses provide the right platform for messaging in order to keep
these two aspects intact. Upon inspection of the operation of Kerb, the application makes use of
email, sms and in-app messages for bookings and confirmation. For customer service and
support, the application has its own in-app and website platform for customer queries. Finally,
promotions and updates of Kerb are provided in their respective social media accounts (i.e.
Facebook, Instagram, Twitter, and Linkedin), application’s homepage, and the website’s
homepage.
Data usage and collection is a common practice for analysts and developers to improve
user experience. Either from upgrading the software or fixing bugs, the use of data from the app
users provides a treasure chest of details and information for developers to improve the
application (Bennett, n.d.). Similarly, Kerb uses data as well for these reasons. As a result, Kerb
complies with data privacy laws and offers its users the required authorization forms for the

24
utilization and collection of data from their users. Thus, Kerb may or may not collect data linked
to users, which includes location, user content, data use, contact info, identifiers, and diagnostics.
This information may or may not be collected for the purpose of collecting data linked to users
(App Store on KERB, n.d.;Play Store on KERB, 2017).
The company had a headstart on PlaceHolder, therefore despite the lockdowns that
occurred in 2020-2021 as a result of the pandemic, they probably have more expertise in the
market than PlaceHolder. Since Kerb is one of the first companies to enter the market in the
Philippines, they had the opportunity to discover and establish their brand and develop
consumer loyalty. Apart from that, the company has significantly expanded its coverage area to
include major cities and regions throughout the Philippines. In addition to a head start and a
broad service area, Kerb has additional parking reservation features that are more enticing to the
shared target market of both businesses.
The company, Kerb, is not without flaws, despite the fact that it is quite successful and
offers a wide variety of services. According to the information that was provided by the
comments that were left on Kerb (n.d.) in the Play Store, the application consistently crashes and
at times provides incorrect information on the prices for parking. In addition to that, the
application displays signs of having connectivity issues, which is a common problem with
mobile applications in the Philippines. However, because of the connectivity issue, consumers
find that they are unable to move past loading screens and are unable to complete transactions
such as bookings or payments.
Kerb is definitely a threat to PlaceHolder. From a large service location and diversity in
parking spaces, Kerb will definitely be the most threatening competitor for PlaceHolder. Since
Kerb already had years of experience, PlaceHolder will need to differentiate themselves in some
way to not be overshadowed by Kerb. As such, PlaceHolder will need to figure out a way to
differentiate themselves by either exploring new market segments overlooked by Kerb or
figuring out a robust pricing strategy that would entice cost-conscious consumers.
Similar to the proposed services of PlaceHolder, Dibz provides a digital parking
reservation service (Dibz, n.d.). The application was found in 2016 and released in 2017
continues to be in operation at the present period (TRAXCN, n.d.; Google Play, 2022). From its

25
release to the present period, there have been over 10,000+ users/downloads of Dibz. Apart from
the number of users, according to CrunchBase (n.d.), there are about 101-250 employees
working in Dibz.
Upon inspection of the application and website, in terms of messaging, the application
makes use of google forms in its website and email as a platform for customer queries. Google
forms is also the main communication and application for car garages and residential owners to
partner with Dibz to lease or rent their parking spaces (Dibz, n.d.). Apart from customer
communication and service, Dibz mainly uses sms and in-app messaging platforms for booking,
confirmation, and verification of service (App Store, n.d.). In terms of promotion of new features
or benefits of the app, Dibz promotes these through their main social media accounts; Instagram,
Facebook, Twitter and Linkedin (Dibz, n.d.). When it comes to target market, as direct
competitors to PlaceHolder, Dibz and PlaceHolder share the same target market. However, in
terms of location for their services, Dibz limits its scope to users in Metro Manila, and only
shows available parking spaces in car garages and residential areas (condominiums) in Metro
Manila and certain areas in Luzon (Dibz, n.d.).
When it comes to specifics to the service, the overall pricing range of Dibz depends on
the type of service and the location of the parking space. Dibz is also free for download, which
means there is no need to purchase the app to explore any of its features. It is also important to
take note that rates for parking spaces start with a fixed rate for the first few hours and then
succeeding hours from there would have an additional fee (Dibz, n.d.). For example, the first 2
hours of parking in Dela Rosa Car Park 1 is P50 and any succeeding hour is fixed at P20 per
hour.
Apart from pricing, Dibz has a wide range of services that cater to road travel
convenience, such as pre-booking of parking slots, valet service, long term lease of parking
slots, guaranteed parking for tenants or guests, in-app transactions and booking for parking
reservation, and application of vouchers and discounts (Dibz, n.d.). It is common for mobile
services to collect and analyze data from their users for a variety of purposes, such as innovation
or fixtures. For Dibz, the group found that through information provided by the App store and
Play store, the business abides to data privacy laws and provides the necessary consent forms for

26
data collection, tracking, and usage from its users (App Store, n.d.; Google Play, 2022). The
business made it clear that it may or may not make use of data tracking, which includes tracking
of location, user content, data usage, contact info, and identifiers. In addition, The business also
mentioned that they may or may not collect data linked to users, which includes collection of
location, user content, data usage, contact info, identifiers, and diagnostics.
After a thorough reflection and investigation of the group, one key advantage that Dibz
has over the business is that they were arguably the first to enter the market of digital parking
reservation systems in the Philippines. Similar to Kerb,since Dibz is the first company to enter
the market in the Philippines, they had the opportunity to strengthen their brand awareness and
cultivate consumer loyalty before other similar businesses have the chance to enter the industry.
Dibz being the first to enter the market in the country gave them the experience and wisdom to
understand the key points of their services and determine the appropriate price point for the
market. In addition, another advantage they have is that it is an active business unit of Metro
Pacific Tollways Corporation (MPTC), which is a Philippine-based publicly traded investment
and management business and counts MPTC as a significant component of its overall assets in
MPIC (Balinbin, 2022). This means that Dibz will continually have financial support from a
large corporation that primarily focuses on the needs of the people.
Every business has its weakness and for Dibz its primary weaknesses falls in the
difficulty of using the app and limitation of service locations. Reviews of Dibz that can be found
in the App Store and the Play Store indicate that the app appears to need drastic enhancement of
its system, particularly when it comes to registering, identifying, and booking parking spaces
(App Store, n.d.). In addition, the placement of the parking places is either woefully inadequate
or severely restricted.
Overall, as a possible direct competitor for PlaceHolder, Dibz will definitely pose a threat
to the growth of the business. Similar to Kerb, since Dibz already had years of experience,
PlaceHolder will need to differentiate themselves in some way to not be overshadowed by Dibz.
As such, since Dibz and Place holder have similar service features and target the same market,
PlaceHolder will need to figure out a way to differentiate themselves by either exploring new

27
market segments overlooked by Dibz or figuring out a robust pricing strategy that would entice
cost-conscious consumers.

Indirect Competition
As was mentioned before, a firm that meets the same consumer demands as another but
offers different goods or services is considered to be a company's indirect competitor. In simpler
terms, a business’ customers might be forced to pick between the solution provided by the
business or by the substitute offered by the business’ rival. If an organization focuses solely on
its direct competitors, it runs the risk of unwittingly restricting the range of chances available for
future expansion. There is a good chance that competitors are engaging in activities that are
equivalent; hence, there are less opportunities for developing original concepts. Researching
one's indirect competitors enables businesses to greatly expand their idea pool and come up with
innovative approaches to developing their products and/or services.
People who value the convenience of parking are PlaceHolder's primary target market.
Parking Buddy offers a similar solution which targets people who desire convenience when it
comes to locating and having guaranteed parking spaces . Despite this, it is not particularly
concerned about parking issues, especially on the reservation of parking spots. In fact, Parking
Buddy is not a business at all. In fact, the application's main purpose is to provide directions and
information regarding available parking spots in the Makati Central Business District and the
Ayala Center. However, it still possesses a threat. Instead of reservation, possible consumers of
PlaceHolder would opt to simply search for available parking spaces via Parking Buddy that are
available in Makati Central Business District, which is one of the possible service locations of
PlaceHolder. As a result, the group has reached the conclusion that Parking Buddy would be a
possible indirect competitor.
Unlike the proposed services of PlaceHolder, Parking Buddy is not a business but a free
service that provides digital parking navigation and information (Google Play, 2022). The
application was released in 2018 and continues to be in operation at the present period (Google
Play, 2022; App Store, 2022). From its release to the present period, there have been over 1,000+
users/downloads of Parking Buddy (Google Play, 2022).

28
 Upon inspection of the various platforms of Parking Buddy, the service does not have its
own website, but it has an application that is available for laptops and mobile devices. Apart
from lacking a website, the app lacks an in-app messaging platform or home page where updates
or innovation in the app should be regularly communicated. Instead, any promotion or update in
the app is regularly communicated through their social media accounts and through email.
Similar to Dibz, the target market seems to fall under those looking for parking spaces or road
travel convenience, particularly those whose destinations are in Makati CBD and Ayala Centers
(Google Play, 2022; App Store, 2022).
Unlike Dibz and Kerb, Parking Buddy is not a business. The app only provides free
navigation and information on available parking spaces near Makati CBD and Ayala Centers
(Google Play, 2022; App Store, 2022). However, similar to Dibz and Kerb, Parking Buddy also
uses data for application improvement. As such, the business abides to data privacy laws and
provides the necessary consent forms for data usage and collection from its users (Google Play,
2022; App Store, 2022). In addition, this means that the business may or may not collect data
that is not linked to the identity of the user, which includes contact info, diagnostics, and
identifiers (App Store, 2022).
Parking Buddy currently does not offer a digital parking reservation service; however, it
does offer a contemporary parking navigation and information service that is active. Parking
Buddy, much like Dibz, had a head start , which means that they have the experience and
knowledge to innovate the software in a way that would satisfy their target market. A key
advantage of Parking Buddy is its developers, Ayala Property Management Corporation (App
Store, 2022). Parking Buddy has the advantage of being backed by a large corporation that has
the resources necessary to maintain and advance the development of the application. However, if
the developers chose to undergo the transition, there is a possibility of this application becoming
a direct competition by transitioning to a digital reservation for vehicular parking. The app
already comes equipped with its very own parking navigation and information service; hence, the
implementation of a digital reservation service for parking spots would be a rather
straightforward process. Aside from monetary support and its necessary factors for mobile-based
parking reservation, the fact that the developers of the app are a subsidiary of Ayala Land Inc.

29
makes it possible for the app to become the primary digital park reservation app for Ayala Center
Institutions.
In a manner analogous to that of Dibz and Kerb, reviews found in the App Store and Play
Store indicate that the system of the app requires significant upgrades as it frequently crashes
and, as a result, is unable to offer pricing information for parking spaces and successfully book
parking spaces (Google, n.d.;Parking buddy on the app store, n.d.). Since the application needs to
be connected to a high-speed internet connection in order to function, this could be a problem for
a large number of users in the Philippines, where inconsistent internet connections are a common
problem (Natividad, 2021).

Analysis of Competition

Direct Indirect

PlaceHolder DIBZ Parking Kerb Parking Buddy

Company Specifics

Founded/Released

- 2017 2017 2018

Number of Employees

- 101-250 51 -

Number of Downloads/Users

- 10,000+ 10,000+ 1,000+

Target Customer/Message of Service

Service

Digital Parking Digital Parking Digital Parking Digital Parking

30
 Reservation Reservation Reservation Navigation &
Information Service

Messaging

GMail GoogleForms SMS Application Software

In-App Messaging GMail In-App Messaging Social Media

Platforms

SMS In-App Messaging Social Media

Platforms

Social Media Social Media

Platforms Platforms

Target Customers

Those who prefer Those who prefer Those who prefer Those who prefer
parking convenience parking convenience parking convenience parking convenience

Service Location

Makati CBD Manila Key Cities and Areas Metro Manila

in the Philippines

Manila Certain Areas in

Luzon

Product Specific

Price Range

PlaceHolder plans to Wide range Starting rate of P100 No in-app

make its range similar depending on garage transactions
to DIBZ parking, and condominium.

31
 where it entirely
depends on the place
of parking.

However, it seems to
fall under P10 - P70
(this is minus any
succeeding hour rate)

Features

Online parking Advance parking or Generally provides Provides navigation

reservation or pre-booking of advance parking & service information
pre-booking of parking slots services for parking spaces ,
parking but mainly in Makati
CBD and Ayala
Center

Digital parking Valet service Provides services for

navigation and parking operators to
information service look for drivers

In-app transaction Monthly parking or Monthly or long term

and booking long term lease of parking service
parking slot

Application of Condo-parking or Airport and event

vouchers and guaranteed parking parking
discounts for tenants or guests

Availability to Download

Free Free Free Free

32
 Safety & Security

PlaceHolder will Business abides to Business abides to Business abides to

abide by safety and data privacy laws and data privacy laws and data privacy laws and
security laws provides the provides the provides the
regarding data and necessary consent necessary consent necessary consent
information of users. forms for data usage forms for data usage forms for data usage
Hence, consent forms and collection from and collection from and collection from
on the use of data and its users. its users. its users.
other data privacy
laws will be
implemented.

The business may or The business may or Business may or may

may not make use of may not collect data not collect data but is
data tracking, which linked to users, which not linked to the
includes location, includes location, identity of the user,
user content, data user content, data which includes
usage, contact info, usage, contact info, contact info,
and identifiers identifiers, and diagnostics, and
diagnostics. identifiers

The business may or

may not collect data
linked to users, which
includes location,
user content, data
usage, contact info,
identifiers, and

33
 diagnostics.

Positioning

Gameplan

Key Advantage of Competitors

DIBZ Parking After a thorough reflection and investigation of the group, one key
advantage that Dibz has over the business is that they were arguably
the first to enter the market of digital parking reservation systems in
the Philippines. Similar to Kerb,since Dibz is the first company to
enter the market in the Philippines, they had the opportunity to
strengthen their brand awareness and cultivate consumer loyalty
before other similar businesses have the chance to enter the industry.
Dibz being the first to enter the market in the country gave them the
experience and wisdom to understand the key points of their services
and determine the appropriate price point for the market. In addition,
another advantage they have is that it is an active business unit of
Metro Pacific Tollways Corporation (MPTC), which is a
Philippine-based publicly traded investment and management business
and counts MPTC as a significant component of its overall assets in
MPIC (Neil, 2022). This means that Dibz will continually have
financial support from a large corporation that primarily focuses on
the needs of the people.

Kerb The company had a headstart on Placeholder, therefore despite the

lockdowns that occurred in 2020-2021 as a result of the pandemic,
they probably have more expertise in the market than Placeholder.
Since Kerb is one of the first companies to enter the market in the
Philippines, they had the opportunity to discover and establish their
brand and developed consumer loyalty. Apart from that, the company

34
 has significantly expanded its coverage area to include major cities
and regions throughout the Philippines. In addition to a head start and
a broad service area, Kerb has parking and additional features that
have the potential to attract the very same target market as
Placeholder.

Parking Buddy Parking Buddy does not offer a digital parking reservation service;
however, it does offer a contemporary parking navigation and
information service that is active. Parking Buddy, much like Dibz, had
a head start, which means that they have the experience and
knowledge to innovate the software in a way that would satisfy their
target market. A key advantage of Parking Buddy is its developers.
Parking Buddy has the advantage of being backed by a large
corporation that has the resources necessary to maintain and advance
the development of the application. However, if the developers chose
to undergo the transition, there is a possibility of this application
becoming a direct competition by transitioning to a digital reservation
for vehicular parking. The app already comes equipped with its very
own parking navigation and information service; hence, the
implementation of a digital reservation service for parking spots
would be a rather straightforward process. Aside from monetary
support and its necessary factors for mobile-based parking reservation,
the fact that the developers of the app are a subsidiary of Ayala Land
Inc. makes it possible for the app to become the primary digital park
reservation app for Ayala Center Institutions.

Weaknesses

DIBZ Parking Based on reviews of DIBZ Parking in the App Store and Play store, a
number of the comments mentioned how the app seems to vastly need
to improve its system, especially when it comes to registering,

35
 locating and booking a parking space. In addition, the location of
parking spaces is inadequate or rather vastly restricted.

Kerb The company, Kerb, is not without flaws, despite the fact that it is
quite successful and offers a wide variety of services. According to the
information that was provided by the comments that were left on Kerb
(n.d.) in the Play Store, the application consistently crashes and at
times provides incorrect information on the prices for parking. In
addition to that, the application displays signs of having connectivity
issues, which is a common problem with mobile applications in the
Philippines. However, because of the connectivity issue, consumers
find that they are unable to move past loading screens and are unable
to complete transactions such as bookings or payments.

Parking Buddy Similar to DIBZ Parking, based on reviews in the App Store and Play
Store, the app needs vast improvement in its system as it constantly
crashes and thus fails to provide parking space rates. In addition,
connectivity is also a common issue in the use of the application,
which requires high-speed internet to work, which may pose an issue
to a lot of users since a common issue in the Philippines is internet
connection.

Table #3: Summary of Analysis of Competition

IV. Market Share

Due to the business's niche and small industry, there is little to no information and public
data available to aid in a more thorough analysis of the market. There aren't many practitioner
anecdotes, notably from those working in the digital parking reservation sector, which is
similarly a limited market in the Philippines with few established rivals. Surveying a number of
motorists to determine demand and further refine the company strategy before launching it on the

36
market is another method that firms may use to evaluate the demand of the industry, as well as
the market itself.

V. Features of the Service

PlaceHolder operates using a smartphone application with one main feature,
booking/reserving a parking spot in the cities of Manila and Makati. The application was
designed and developed specifically for motorists, which helps fill in the gap in on-street
parkings around the metro. This service can be navigated using the main functioning buttons of
the interface. Motorists can choose to view parking spaces either by category, or in terms of
location, nearest places.

VI. Cost to Produce Application

Due to it being a comprehensive process that requires numerous trial runs before
launching, it is relatively costly to build and produce a mobile application with the average
minimum amount being ₱400,000 (Googler Media Pro, 2020). For PlaceHolder, the application
will take ₱2,200,000 to develop and have a total project cost of ₱3,988,450. The detailed
breakdown of the cost to produce the application and establish the firm will be further discussed
in succeeding chapters.

VII. Branding

Figure #1: Logo of PlaceHolder

37
Logo Type
Logo types pertain to the name of the business or rather how the font of the name of the
business is presented. The group decided to go ahead and make the letters all in uppercase so
that the name is boldly presented. The group decided to go with Glacial Indifference as the main
font for PlaceHolder. The geometric sans-serif typeface Glacial Indifference was designed in the
same vein as the Futura typeface, which was influenced by the Bauhaus. The group wanted to go
with a simple yet strong font, which is why they chose one under the Bauhaus style of
typography. The Bauhaus typographic style is characterized by a well-balanced layout, beautiful
geometric shapes, vivid colors, and sans-serif letters in upper case or lowercase typefaces that are
straightforward yet powerful (Moriarty, 2016).

Icon or Mark
The icon of the logo contains three elements; car, location pin, and a lock. The car of
course is an important symbol and aspect to the business. It is supposed to represent the vehicles
of the motorists that want to reserve a parking spot. The location pin represents the location of
the parking space that they want to reserve, and it also represents the available parking space for
reservation. Although the lock in the icon is not the usual lock seen anywhere, if an individual
looks closely on the icon, they will notice that the lock is attached to the pin, which is effectively
locking the car in place. The icon as a whole is supposed to show that once somebody reserves a
parking spot, then that spot will be reserved for a specific amount of time. Thus, locking the car
in place means that the specific parking spot is reserved for that individual.

Strapline, Tagline or Slogan

The tagline is “Parking Made Easy”. The group wanted a straightforward, but subtle
tagline that showed to customers that if they use PlaceHolder, then they no longer need to worry
about parking.

38
Building Brand Story
To build PlaceHolder’s brand, the group decided to make use of a template that aids
businesses in building their brand story. A brand story is an unified narrative that incorporates
the knowledge and sentiments that are developed by the business' brand. It tells the story of
Placeholder’s brand or business in a way that resonates with consumers. A tale, in contrast
with traditional advertising. Traditional advertising relies on displaying and speaking about the
product or service, and must provoke some sort of emotional connection from its audience
(Hope, 2018).

A. Phase 1: Proposed Company Information

Company Name PlaceHolder

According to Merriem-Webster (Merriem Webster, 2022), an item that

denotes or temporarily fills a position (frequently used attributively) is
referred to as a PlaceHolder. When the group was brainstorming for ideas
Reason for for the name of the business, the group primarily wanted a name that
Company Name would remind people of parking or road travel. Having no luck in finding
a name related to cars or parking, they ventured to other names related to
occupying a space or reserving a location. They eventually found
PlaceHolder and figured the name fit the business.

PlaceHolder will provide a digital parking reservation service on any

Service
available parking spaces in Makati CBD and Manila.

Generally, the target market of PlaceHolder are motorists or individuals

Target Market
looking for convenience in parking.

PlaceHolder wants to establish a brand that will remind them of the ease
What does
of gauranteed parking. Apart from earning a profit, the business wants to
PlaceHolder
one day be a dominant player in the Online Parking Reservation System
intend to achieve
market, and one of the primary ways to achieve that goal is for

39
with its brand PlaceHolder to fully understand and develop their brand.
and why?

Table #4 : Brand Story Phase 1 - Proposed Company Information

B. Phase 2: Purpose, Values, and Culture

Purpose PlaceHolder exists to ease parking anxiety and the overall stress of
finding an available parking spot. The members primarily wanted to make
an app that would ease the stress of Filipino motorists as traffic and lack
of knowledge of parking spaces leads to an increase of productivity loss.
As the world slowly eases its pandemic restrictions, the Philippines
followed suit as more businesses and people returned to pre-pandemic
life. However, as pre-pandemic life returns, so does road activity,
particularly traffic. However, the difference between the present and the
past, is the people’s knowledge and perspective on the use of technology
to improve the lifestyle and productivity of people. The members are
confident that with the reliance of technology and increase of in-person
activities, consumers will slowly turn to digital parking reservation
services. One thing that ties the members together to PlaceHolder, is their
shared hatred over parking anxiety and dislike over limited parking
spaces. The business wants to also provide a platform that offers a
variety of parking spaces and rates that are consumer-friendly.

Values PlaceHolder has two guiding principles; consumer commitment and

emphasizing quality
As much as possible PlaceHolder will ensure that the majority of its
efforts will be dedicated to making the application user-friendly and to
providing an efficient customer service system. This also means that the
business will also focus its efforts in improving functionality of the
application. As such, PlaceHolder’s values are customer-oriented;

40
 customer focus, accountability, and quality.

Culture As much as possible, PlaceHolder wants to create a workforce that

celebrates diversity and strives for quality. Having a work environment
that appreciates its diverse workforce can encourage new points of view
and make opportunities more accessible to a large number of
professionals. PlaceHolder will need to develop a robust hiring procedure
that will prevent the risk of possible prejudices and establish an objective
to employ workers from a broad spectrum.

When quality is emphasized inside the firm, the staff at PlaceHolder will
be motivated to provide outputs that go above and beyond what is
expected or that surpass the standards set by the organization.
PlaceHolder will need to design and implement defined work standards in
order to successfully apply this principle. These standards will be used to
ensure that the company's services are both efficient and of high quality.

Table #5 : Brand Story Phase 2 - Purpose, Culture, and Values

C. Phase 3: How will the Business Serve Its Customers?

What does PlaceHolder provides consumers a digital parking reservation service

PlaceHolder do? for any available parking spaces in Makati CBD and Manila. In addition,
the application also provides a digital parking reservation information
system that allows motorists to compare rates and find other available
parking spaces. As previously stated, although there are global growth
digital parking solutions, there are only a few businesses in the digital
parking reservation service/system market in the Philippines.Thus, once
launched, PlaceHolder will be entering into a relatively young and new
market.

41
 Table #6 : Brand Story Phase 3 - How will the Business Serve Its Customers

D. Phase 4: Why Does The Business Wish To Serve?

What drives As mentioned, the purpose of PlaceHolder is to ease parking anxiety and
PlaceHolder to the overall ease the stress of motorists in finding a parking space.
do what it plans However, what motivates PlaceHolder to continue is the possibility of
to do? contributing in innovating and increasing the growth of the Digital
Reservation Parking Reservation System: Mobile-Based Solution.

Why does the The members continued to work on PlaceHolder because they see the
business want to potential of the business becoming part of everyday life, where the stress
be part of this of parking will only be an issue of the past. The vast improvement and
industry? confidence of technological use paints a progressive future on how
technology can provide a solution for Filipino Motorists

What is your Purpose

PlaceHolder’s As mentioned, the purpose of PlaceHolder is to provide a solution that
primary belief, will ease parking anxiety or the overall stress in searching for an available
purpose, or parking space.
cause?
Belief
Apart from its principles and values, another tenant to the business will be
the belief in hard work and communication. Both beliefs still stem to the
core principles of PlaceHolder which are customer commitment and
emphasis on quality. All of the founding members believe that hard work
will never betray. As such, quality and efficiency are two values valued
greatly by the organization. In addition, the key for improvement of any
business is efficient communication. This will be manifested through the
efforts of the business in investing in effective customer support and
service systems.

42
 Cause
The return of stressful road traffic after the easing of pandemic
restrictions was the main cause for the members to start PlaceHolder. The
return of road traffic brought back recurrent issues during pre-pandemic,
such as parking anxiety and productivity loss.

Table #7 : Brand Story Phase 4 - Why Does The Business Wish To Serve?

E. Phase 5: Positioning and Strategy

Marketplace As previously mentioned, the possible market of PlaceHolder is Digital

Parking Reservation Services: Mobile-Based Solution. Although there are
companies residing under its wing, there are only a few of them and thus
business activity is rather slow.

Long-term vision For long term vision and strategy, PlaceHolder will focus on two main
and strategy strategies; brand awareness and overall increased quality of customer
(short) service.

As part of the guiding principle of the business, the increased quality of

customer service and support will be in constant motion. As such,
improvements of the system and efforts to discover innovations in the
system will be a long term strategy in an effort to increase brand loyalty
from its main clientele. Although it was mentioned that quality is one of the
guiding principles, the members believe investing more effort in brand
awareness would increase customer loyalty. Thus, that is the reason as to
why both strategies will be chosen. It is because both have the primary goal
of increasing consumer loyalty, which is crucial for a business to survive in
a market.

Table #8 : Brand Story Phase 5 - Positioning and Strategy

43
 F. Phase 6: Brand Awareness

Brand Since the logo and tagline were lengthily discussed already, this portion
Messaging will focus on the value proposition of PlaceHolder. In terms of value
proposition, PlaceHolder wants to create the experience that there is a sense
of assurance and safety in driving and parking by using the application.

In order to formulate the value proposition of PlaceHolder, the group

decided to use the Steve Blank Formula (Wellington, 2022).

Steve Blank Formula:

We help (X) do (Y) by doing (Z).

As such, PlaceHolder helps motorists in finding and reserving parking

spots in Makati and Manila by providing a platform that will navigate and
pre-book available parking spots.

Mission Mission
Statement To provide a quality and reliable digital service that is responsive to the
needs of Filipino motorists by making parking spaces accessible and
convenient for them.

This mission statement supports the main service of the business. Apart
from supporting the main service, the statement also supports PlaceHolder's
values, particularly on customer-focus.

Vision Vision
By 2030, PlaceHolder will be the Philippines’ top digital parking service
application and will be accessible to all motorists nationwide.

44
 This mission statement supports the goal and motivation of PlaceHolder in
developing its market and earning a profit.

Brand Based on the five elements of brand personality by Bicaku (2021),

Personality PlaceHolder seems to fall in between sincerity and competence. As such
the business is a mixture of honest, wholesome, and down-to-earth. Since it
is in between competence, then the business also possesses the
characteristics of reliability, intelligence, and hardowkring.

The brand personalities will possibly fit well with supporting the business
as both personalities seem to be a perfect cross of personalities for an
application that provides a solution that would ease stress.

Table #9 : Brand Story Phase 6 - Brand Awareness

VIII. Pricing
Given that other companies currently exist that provide the same services as
PlaceHolders, the firm's pricing approach is to examine the various offers of each rival and
establish a price that is less than what they offer due to the evident fact that PlaceHolder is a new
company and is still testing the waters. However, the rates would alter in line with the costs the
firm incurred as soon as it is broadly recognized by the public.

Pricing Strategy

Indirect Direct Competitor Company

Parking Buddy Dibz Kerb PlaceHolder

Location: Makati Location: Makati, Pasig, Location: Makati, Manila Location: Makati, Manila
Taguig, Laguna, Antipolo
Price range: Makati: Makati and Manila:
First 4 hours - 50.00 Makati: Daily - Free-650.00 First 2 hours - 45.00
Succeeding - 10.00-50.00 First 2 hours - 50.00 Monthly - Succeeding - 15.00

45
Overnight - Succeeding - 20.00 2,450.00-7,200.00
Every 6 months -
Pasig: 12,000.00
Valet - 100.00
Manila:
Taguig: Daily - Free-650.00
Cars: Monthly -
First 3 hours - 2,450.00-5,000.00
50.00-60.00 Every 6 months -
Succeeding - 25.00-30.00 12,000.00

Motorcycles:
First 12 hours - 50.00
Succeeding - 50.00
Valet:
First 3 hours - 120.00
Succeeding - 30.00

Laguna:
Cars:
Flat Rate - 30.00
Motorcycle:
Flat Rate - 10.00

Antipolo:
Cars:
First 3 hours - 50.00
Succeeding - 10.00

Motorcycles:
Flat Rate - 25.00

Table #10: Price Comparison of PlaceHolder vs. Existing Competitors

46
IX. Advertisements, Promotion, and Marketing Materials
PlaceHolder services will be advertised using social media and Youtube commercials,
however as the business has just recently launched and is still in its development, the most of the
marketing may be seen on social media platforms like Facebook and Instagram. Apart from
utilizing social media, PlaceHolder also plans to further legitimize itself by creating a website.
With the pandemic restricting people's ability to travel around, the Philippines has seen a
significant growth in the use of social media. The average Filipino now spends over four hours
per day on social media, making it one of the countries with the highest usage rates worldwide
(Sanchez, 2020). Facebook and Instagram are the most popular social media platforms in the
nation, with about 70 million Filipinos using these two networks everyday (Sanchez, 2020).
Social media has become ingrained in Filipino culture to the point where it has earned the
nation the moniker "the social media capital of the world" (Sanchez, 2020). In particular during
this period of travel limitations, social media gave Filipinos a method to connect with one
another and learn about the outside world. It also allowed them to converse with one another
(Sanchez, 2020). As a result, we must determine whether to use social media, particularly
Facebook and Instagram, to advertise our services to the general public. This will allow the 70+
million social media users in the nation to readily access, respond to, and share information
about our company with others.
One of the greatest inventions of the 20th century was social media, which has allowed
companies with strong social media presences to grow their businesses more quickly (Eccles,
2017). Social media aids in fostering a close relationship between a company and its clients,
which in turn helps the company attract more potential new customers (Eccles, 2017). Aside
from bringing in customers and promoting the business, social media also assists with customer
reviews of the service or product. Customers can post or share stories about their interactions
with the company's product or service online, which can either promote the company if the
reviews are positive or allow it to revise or improve its offerings as a result of the negative
feedback (Eccles, 2017).

47
 CHAPTER IV
ORGANIZATIONAL PLANS

I. Description of the Management Team

Our management team is composed of people with many years of experience in the long
run in the field of software development and legal management. We live by the idea of
purpose-driven by providing the needs of the motorists. We have a Chief Operating Officer, a
Chief Technology Officer, and a Chief Financial Officer reporting to the Chief Executive Officer.
The management is also composed of Directors for: Marketing, Operations,
Application/Software Development, Human Resources, and Research and Development, along
with its executives. As for the customer service/public relations, an executive is tasked to fulfill
the duties of customer service. As for the Finance and Legal Department, officers are tasked to
fulfill such duties.

II. Job Function & Qualifications

Department Executive Board Supervisor n/a

Position Chief Executive Officer Quantity 1

Job Function Qualifications

● The CEO creates effective plans and ● The Chief Executive Officer, should
strategies for the company's future have prior experience either in the
growth while keeping both short- and role of CEO or in another managerial
long-term goals in mind. role.
● The CEO fosters employee ● The Chief Executive Officer should
engagement and constructs a have a Master of Science or Master of
high-performing management team Arts degree in business
through the means of effective administration or a related discipline.

48
 leadership and motivation of ● CEOs must have experience creating
subordinates. effective strategy and putting vision
● The Chief Executive Officer is into action. They must also
responsible for supervising all understand corporate finance,
company operations and activities to performance management, and
make sure they produce the targeted several company tasks including
results and are in accordance with the marketing, PR, and finance.
overall strategy and purpose. ● It would also be beneficial for the
● The Chief Executive Officer (CEO) is CEO to have an entrepreneurial
responsible for making sound attitude as well as good
judgments on expenditures in order to organizational and leadership skills,
strengthen the business and improve analytical capabilities and
profitability. problem-solving skills, excellent
● The CEO is responsible for cultivating communication skills, and public
trustworthy relationships with the speaking skills.
organization's most significant business ● In addition to this, the individual
stakeholders and partners and needs to have a Master's or Doctorate
functioning as a central point of contact degree in business administration or
for the firm's highly prominent another appropriate discipline.
shareholders.

Department Executive Board Supervisor Chief Executive Officer

Position Chief Operating Officer Quantity 1

Job Function Qualifications

● The COO is responsible for setting ● The Chief Operating Officer needs to
broad objectives for the company's have a Bachelor of Science or
success and expansion. Bachelor of Arts in Business
Administration or another equivalent

49
● The Chief Operating Officer is discipline; a Master of Science or
responsible for establishing policies Master of Business Administration is
that foster the culture and vision of the a plus.
firm. ● The Chief Operating Officer needs to
● The Chief Operating Officer is have previous experience working in
responsible for monitoring the a related function, preferably as a
day-to-day activities of the business as Chief Operating Officer.
well as the performance of executives ● It is necessary for the Chief Operating
and department heads (e.g. marketing, Officer to have knowledge of several
finance, legal, and many more) corporate operations, including
● The Chief Operating Officer works Human Resources, Finance,
closely with the Chief Executive Marketing, etc. In addition to this,
Officer on various fundraising and they need to demonstrate their
expansion projects (e.g. investments) competence in both corporate
development and strategic planning.
It would be beneficial for them to
have previous experience in the field
of fund-raising.
● It is necessary for the Chief Operating
Officer to have knowledge of several
corporate operations, including
Human Resources, Finance,
Marketing, etc. In addition to this,
they need to demonstrate their
competence in both corporate
development and strategic planning.
It would be beneficial for them to
have previous experience in the field
of fund-raising.

50
Department Human Relations Supervisor Chief Operating Officer

Position Human Relations Director Quantity 1

Job Function Qualifications

● The Human Relations Director is ● The Individual possesses a Bachelor’s

responsible for drafting and carrying Degree to any course related to the
out the implementation of HR policy. HR management field or an
● The HR director is the most important equivalent of that course.
figure in the process of hiring new ● The individual should have a
employees and negotiating minimum of 1-2 years of proven
employment contracts. experience in the relevant field as an
● The Human Relations Director is HR manager in their previous job.
responsible for designing and directing ● In terms of attitude, knowledge, and
the various training programs of the values, they have a thorough
business. awareness of labor laws and
● The Human Relations Director is disciplinary procedures, as well as
accountable for both the maintenance great organizational and time
of staff records and the management of management abilities.
employee benefits. ● Additionally, they have outstanding
● The Human Relations Director is organizational skills, time
responsible for managing employee management skills, and leadership
health and conducting performance skills.In addition to this, they need to
evaluations. be proficient in Microsoft Office;
familiarity with HRMS is desirable
but not required. Exceptional abilities
in the areas of communication and
interpersonal interaction, as well as a

51
 strong knack for problem-solving and
decision-making.
● In addition to this, the person should
have strong ethical standards and be
reliable.

Department Human Relations Supervisor Human Relations Director

Position Human Relations Officer Quantity 1

Job Function Qualifications

● The Human Relations Officer ● The individual possesses a

contributes to the conception and Bachelor’s Degree to any course
execution of HR projects and related to the HR management field
frameworks or an equivalent of that course.
● The Human Relations Officer is ● The individual should have a
actively involved in recruitment minimum of 1-2 years of proven
activities, including the preparation of experience in the relevant field as an
job descriptions, the posting of HR officer in their previous job.
advertisements, and the management of ● In terms of attitude, knowledge, and
the hiring process. values, they have a thorough
● The Human Relations Officer lends a awareness of labor laws and
hand with various performance disciplinary procedures, as well as
management procedures. great organizational and time
● The Human Relations Officer management abilities.
contributes to the effective ● Additionally, they have outstanding
management of disciplinary and organizational skills and time
grievance matters management skills. In addition to this,
they need to be proficient in
Microsoft Office; familiarity with

52
 ● The Human Relations Officer overall HRMS is desirable but not required.
aids the Human Resource Director in Exceptional abilities in the areas of
HR processes and projects. communication and interpersonal
interaction, as well as a strong knack
for problem-solving and
decision-making.
● In addition to this, the person should
have strong ethical standards and be
reliable.

Department Operations Supervisor Chief Operating Officer

Position Operations Director Quantity 1

Job Function Qualifications

● The Operations Director within the ● The individual needs to possess a

company Maintain communication Bachelor’s degree of any
with the Chief Operating Officer management course or equivalent.
(COO) when setting strategic ● The individual needs a minimum of
objectives and making choices 1-2 years of proven experience in
regarding operational activity. the related field as a senior manager
● The Operations Director is responsible or of a similar or equivalent position.
for conducting frequent evaluations of ● The individual needs to possess
the effectiveness of business excellent leadership skills,
procedures in light of organizational communication skills, and
goals and putting any necessary multi-tasking skills. In addition, they
modifications into effect. also need to pay attention to details
● The Operations Director is responsible and be flexible in dealing with a wide
for reviewing financial information and range of personalities.
adjusting operational budgets to

53
 increase profitability. Additionally, the
director of operations is responsible for
revising and/or formulating policies
and promoting the application of such
policies.

Department Operations Supervisor Operations Director

Position Operations Officer Quantity 1

Job Function Qualifications

● It is the responsibility of the Operations ● The individual needs to possess a

Officer to report on the various Bachelor’s degree of any
processes and procedures of the management course or equivalent.
organization to the operations director. ● Minimum of 1-2 years of proven
● The Operations Officer provides experience in the related field as a
assistance in enhancing the senior manager or of a similar or
functionality of the business in order to equivalent position.
bring it into alignment with the main ● The individual needs to possess
business objectives, as well as in excellent leadership skills,
planning, managing, and contributing communication skills, and
to service innovation. multi-tasking skills. In addition, they
● The Operations Officer contributes to also need to pay attention to details
the process of measuring operational and be flexible in dealing with a wide
costs with the goal of maintaining range of personalities.
profit margins, as well as monitoring
product inventories, assessing
operational data, and maintaining
operational records.

54
Department Marketing Supervisor Chief Operating Officer

Position Marketing Director Quantity 1

Job Function Qualifications

● The Marketing Director is responsible ● The individual should possess a

for the conception and execution of Bachelor of Science or Bachelor of
all-encompassing marketing strategies, Arts in business administration,
with the end goal of raising consumers' marketing and communications, or
knowledge of the company's many another discipline that is applicable.
commercial endeavors. ● The individual should have at least
● The Marketing Director is responsible one to two years of demonstrated
for planning and carrying out experience working in the field that is
marketing initiatives, such as those for relevant to the position. It would be to
the promotion of the company or the their advantage if they were the
introduction of new product lines, leader of a campaign that has already
among other things. proven successful.
● The Marketing Director is responsible ● They also need to have mastery and
for generating valuable material for the more than adequate knowledge of
company's online presence, editorial social media and other essential
design, and publishing management. marketing tools and platforms.
● Overall, the Marketing Director is ● They have a thorough understanding
responsible for providing valuable of market research techniques,
material for the organization's online statistical tools, and data analysis
presence, op-ed layout, and the procedures, all of which are important
organization of the company's media. in terms of attitude, knowledge, and
● It is the responsibility of the Marketing values.
Director to carry out broad market ● They also need to have an
research in order to stay current on exceptional understanding of

55
 emerging trends and the marketing marketing software and MS Office
strategies employed by competitors. (e.g. CRM).
● In addition, they need to have great
organizational skills, the ability to
juggle multiple tasks at once, superb
communication and interpersonal
skills, inventiveness and an awareness
of the business world, and fantastic
people skills.

Department Marketing Supervisor Marketing Director

Position Marketing Officer Quantity 2

Job Function Qualifications

● The Marketing Officer aids the ● The individual should possess a

marketing director in conceptualizing Bachelor of Science or Bachelor of
and executing marketing campaigns Arts in marketing or communications,
and projects. or another discipline that is
● The contribution of the Marketing applicable.
Officer to the execution of marketing ● The individual should have at least
plans is one of their primary one to two years of demonstrated
responsibilities. experience working in the field that is
● It is the responsibility of the Marketing relevant to the position. It would be to
Officer to provide assistance to the their advantage if they were the
marketing manager in the management leader or part of a campaign that has
of the activities of the department. already proven successful.
● It is the responsibility of the Marketing ● The individual should have a mastery
Officer to organize and participate in and more than adequate knowledge of

56
 marketing activities and events in order
to increase brand recognition.
● In addition to this, theMarketing
Officer contributes to the process of
conducting market research in order to
locate prospects for expansion and
promotion.
social media and other essential
marketing tools and platforms.
● They also have a thorough
understanding of market research
techniques, statistical tools, and data
analysis procedures, all of which are
important in terms of attitude,
knowledge, and values.
● They need to have an exceptional
understanding of marketing software
and MS Office (e.g. CRM).
● In addition, they also need to have
great organizational skills, the ability
to juggle multiple tasks at once,
superb communication and
interpersonal skills, inventiveness and
an awareness of the business world,
and fantastic people skills.

Department Customer Service/Public Supervisor Chief Operating Officer

Relations

Position Customer Service Officer Quantity 2

Job Function Qualifications

● The Customer Service Officer is in ● The individual needs to have 1-2

charge of responding to enquiries from years of proven expertise providing
customers about client service. They customer support or experience
are also responsible for locating working in the related field.

57
 appropriate solutions and updating ● The individual, at a minimum,
customer accounts or services. possesses a Senior High School
● Through honest and engaging Diploma.
conversation with customer accounts, ● The individual needs to have great
the Customer Service Officer cultivates abilities for handling phone contacts
long-lasting relationships with and be an engaged listener. This
customers and earns their trust. demonstrates both their attitude and
● The Customer Service Officer manages their ideals.
customer complaints, delivers ● Additionally, they should be
appropriate responses and choices conversant with customer relationship
within the prescribed time period, and management (CRM) methods and
follows up to ensure that such systems.
problems have been addressed. ● In addition to possessing strong
● The Customer Service Officer is communication and public speaking
accountable for keeping records of abilities, the applicant needs to be
customer communications, collecting able to adapt easily to a diverse
client information, and archiving variety of personality types.
records. ● Lastly, they need to be capable of
performing multiple tasks at once,
organizing their tasks according to
priority, and managing their time
efficiently.

Department Executive Board Supervisor Chief Executive Officer

Position Chief Financial Officer Quantity 1

Job Function Qualifications

● The Chief Financial Officer is in ● The individual need 1-2 years

charge of executing efficient risk experience as a CFO, finance

58
 management and devising a strategy manager, or any related leadership
for the organization's financial future position in any finance-related
and to achieve monetary business department or field
objectives. ● A BSc or BA in Accounting, Finance,
● The Chief Financial Officer is or a similar discipline is required of
responsible for carrying out risk applicants; an MSc or MBA is a
management by conducting an analysis distinct advantage.
of the organization's investments and ● The individual needs to be skilled in
obligations. the use of both Microsoft Office and
● The Chief Financial Officer is several programs for managing
responsible for making investment finances (e.g. SAP)
decisions based on liquidity and ● The individual needs to have an
monetary data. exceptional knowledge of data
● The Chief Financial Officer is analysis and forecasting
responsible for overseeing and methodologies. This need covers the
analyzing the organization's applicant's values, knowledge, and
fundraising strategies and capital attitude.
structure. ● They should be able to strategize and
● The CFO is responsible for supervising find solutions to problems, have great
all of the finance staff and procedures. leadership skills, organizational
abilities, and excellent
communication skills.

Department Finance Supervisor Chief Financial Officer

Position Accountant Quantity 1

Job Function Qualifications

● The Accountant is in charge of ● The individual needs a minimum

preparing, evaluating, and performing experience of 1-2 years proven

59
 in-depth analysis on our company's professional experience either as a
financial reports. Certified Public Accountant or a
● The Accountant is responsible for Senior Accountant.
keeping the company's accounting files ● In terms of software, Xero and
and records organized and up to date. Quickbooks, along with other
● The Accountant is tasked with accounting software, are familiar to
evaluating expenditures and producing the user. In addition, they should have
expense reports. advanced experience in MS Excel.
● The Accountant is accountable for ● The individual must hold a Bachelor
evaluating tax reforms as well as of Science degree in Accounting or
processing tax obligations and reports. Finance in addition to their CPA
● The Accountant works under the certification.
direction of the CFO and supports the ● The individual needs to have
CFO in streamlining the organization's excellent analytical abilities, a strong
financial operations. attention to detail, integrity, and the
capacity to manage private
information. In terms of knowledge
and attitude, the applicant also needs
to have a positive outlook.

Department Finance Supervisor Chief Financial Officer

Position Legal Director Quantity 1

Job Function Qualifications

● The Legal Director will be responsible
for overseeing and managing the legal
elements of Placeholder.
● The Legal Director evaluates contracts
as well as other legal documentation on
● The individual needs at least one to
two years' worth of demonstrated
experience working as a senior Legal
Counsel in a commercial setting.

60
 the company's behalf and provides
legal advice to the organization.
● The Legal Directoradvises managers
on a range of legal concerns in a timely
and precise manner.
● The Legal Director is in charge of
investigating and assessing various risk
issues with reference to corporate
choices and operations.
● The Legal Director establishes internal
control policies and routinely assessed
adherence.
● The individual must have either a
Bachelor of Science or a Juris Doctor
degree, and having a Master's or
Bachelor's degree in Business
Administration would be
advantageous.
● The individual possesses a high level
of professional ethics and integrity,
both in terms of their attitude and
expertise as well as their ideals.
● They have excellent communication
skills, excellent judgment, the
capacity to analyze events and
information, and a complete
understanding of the influences that
the external environment of a firm
can have.
● In addition, the individual must
possess excellent leadership skills.

Department Finance Supervisor Legal Director

Position Legal Officer Quantity 2

Job Function Qualifications

● The Legal Officer will be responsible ● The individual needs at least one to
for aiding the Legal Director in two years' worth of demonstrated
managing the legal elements of experience working as a Legal
Placeholder. Counsel in a commercial setting.

61
 ● To guarantee that the business has
complete legal rights, the Legal Officer
works with the legal director to draft
and solidify agreements, contracts, and
other legal documents.
● The Legal Officer assists the legal
director in offering every member of
the organization with clarification on
legal terminology or requirements.
● The Legal Officer assists the legal
director in resolving complex disputes
comprising multiple clients and
agencies.
● The Legal Officer assists the legal
director in gathering information about
and assessing various risks associated
with corporate operations and
decisions.
Department Executive Board
Position Chief Technology Officer
Job Function
● The Chief Technology Officer (CTO) is
going to ensure that PlaceHolder has
strong technological leadership in
every facet of the company.
● The individual must have either a
Bachelor of Science or a Juris Doctor
degree, and having a Master's or
Bachelor's degree in Business
Administration would be
advantageous.
● The individual possesses a high level
of professional ethics and integrity,
both in terms of their attitude and
expertise as well as their ideals.
● They have excellent communication
skills, excellent judgment, the
capacity to analyze events and
information, and a complete
understanding of the influences that
the external environment of a firm
can have.
Supervisor Chief Executive Officer
Quantity 1
Qualifications
● The individual needs to have proven
experience as a CTO or a senior
managerial position related to
technology or software.
62
 ● They will be in charge of overseeing all
communications and activities with
employees, stakeholders, and
customers that are related to the
application and other technology or
software connected to company
operations in order to make certain
that PlaceHolder's technologies are
utilized in an appropriate manner.
● The Chief Technology Officer (CTO) is
accountable for determining the
viability of newly developed software
and hardware and then putting it into
operation.
● The Chief Technology Officer is in
charge of building mechanisms for
quality control and data protection.
● The Chief Technology Officer is
responsible for monitoring the network
infrastructure to guarantee that it is
both operational and functional.
● A Bachelor of Science or Bachelor of
Arts degree in Computer Science,
Engineering, or an area that is closely
related is required of the Chief
Technology Officer (CTO), and an
MBA or other appropriate graduate
degree is a plus.
● For the purpose of formulating
strategy, the Chief Technology
Officer (CTO) must be well-versed in
the latest technical developments and
exceptionally skilled in the conduct of
technological research and analysis.
● In addition to the above, the Chief
Technology Officer (CTO) position
requires excellent communication
skills, leadership and organizational
ability, strategic thinking capabilities,
and an aptitude for problem-solving.

Department Technology Supervisor Chief Technology Officer

Position App/Software Development Quantity 1

Director

Job Function Qualifications

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● The App/Software Development ● The individual needs to be skilled in
Director is in charge of overseeing the the process of creating and
development, maintenance, and constructing applications.
upgrades in the application and ● The individual has the capability to
software of PlaceHolder. program in at least one programming
● The App/Software Development language, such as C#, Java (J2EE), or
Director is responsible for managing another language of your choosing.
the company's design, as well as its ● The individual possesses a Bachelor
development and day-to-day of Science or Bachelor of Arts degree
operations. in computer science or a related
● The App/Software Development subject; a Master of Science or
Director is responsible for training Master of Arts degree is preferred.
new hires and introducing any new ● The individual must possess a
technology in the department. minimum of 1-2 years of experience
● The App/Software Development in the relevant field as a senior senior
Director is responsible with or director of any
communication with other departments application/software development
in all operations of the application, position.
particularly with the research and ● The individual needs to have strong
development department. communication skills and be able to
● The App/Software Development work well with others if they want to
Director is also the key person in be considered for the position. They
communicating and assisting in the need to be capable of analytical
implementation of new technology and thinking as well as the ability to solve
data provided by the different problems. Lastly, they need to have
departments, particularly from the excellent skills in both paying close
customer service department, human attention to detail and managing their
resource department, and research & time well.
development department.

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 ● The individual also needs to possess
superior leadership and management
skills.

Department Technology Supervisor App/Software Development Director

Position App/Software Development Officer Quantity 2

Job Function Qualifications

● The App/Software Development ● The individual needs to be skilled in

Officer aids the App/Software the process of creating and
Development Director in developing, constructing applications
maintaining, and upgrading in the ● The individual needs to have the
application. capability to program in at least one
● The App/Software Development programming language, such as C#,
Officer is in charge of aiding the Java (J2EE), or another language of
App/Software Development Director in your choosing.
communicating with other departments ● The individual possesses a Bachelor
regarding the overall operations of the of Science or Bachelor of Arts degree
application, particularly with the in computer science or a related
research and development department. subject; a Master of Science or
● The App/Software Development Master of Arts degree is preferred.
Officer is in charge of aiding in the ● The individual needs to have strong
implementation and design of new communication skills and be able to
projection of the application. work well with others if they want to
● The App/Software Development be considered for the position. They
Officer is in charge of observing and need to be capable of analytical
monitoring any issues with the thinking as well as the ability to solve
application, and assisting the customer problems. Lastly, they need to have
excellent skills in both paying close

65
 service department with customer attention to detail and managing their
complaints and queries. time well.

Department Research & Development Supervisor Chief Technology Officer

Position Research & Development Quantity 1

Director

Job Function Qualifications

● The Research & Development Director ● The individual needs to be

is in charge of overseeing the entire exceptionally skilled in the process of
research process. researching, creating and constructing
● The Research & Development Director applications and software.
is in charge of researching ● The individual should have the
well-functioning programs for the capability to program in at least one
company. programming language, such as C#,
● The Research & Development Director Java (J2EE), or another language of
is the key individual in communicating your choosing.
and collaborating with the ● The individual possesses a Bachelor
App/Software Development of Science or Bachelor of Arts degree
Department to code new programmes in computer science or a related
or implement new projects regarding subject; a Master of Science or
the application. Master of Arts degree is preferred.
● The Research & Development Director ● The applicant needs to have strong
will also be in charge overall with communication and leadership skills.
overseeing, communicating, and They need to be capable of analytical
analyzing on all the necessary data of thinking as well as the ability to solve
PlaceHolder. problems. Lastly, they need to have
excellent skills in both paying close

66
 attention to detail and managing their
time well.
● For experience, the applicant needs a
minimum of 1-2 years of proven
experience in the relevant field, as a
senior researcher. In addition, it
would be advantageous if the
individual possesses a doctoral
degree.

Department Research & Development Supervisor Research & Development Director

Position Research & Development Officer Quantity 2

Job Function Qualifications

● The Research & Development Officer ● The individual is skilled in the

will aid the research and development
director in researching well-functioning
programs for the company and aiding
the App/Software Development
Department in coding them.
● The Research and Development Officer
will aid in the overseeing, analyzing,
and communicating of data regarding
the business.
● The Research and Development Officer
will aid in the research for new
programmes and projects for the
benefit of the business.
process of researching and
constructing applications and
softwares.
● The individual has the capability to
program in at least one programming
language, such as C#, Java (J2EE), or
another language of your choosing.
● Possesses a Bachelor of Science or
Bachelor of Arts degree in computer
science or a related subject; a Master
of Science or Master of Arts degree is
preferred.
● The applicant needs to have strong
communication skills and be able to

67
 work well with others if they want to
be considered for the position. They
need to be capable of analytical
thinking as well as the ability to solve
problems. Lastly, they need to have
excellent skills in both paying close
attention to detail and managing their
time well.
● Minimum of 1-2 years of proven
experience in the relevant field, as an
academic researcher. In addition, it
would be advantageous if the
individual possesses a doctoral
degree.

Table #11: Overview of Job Function and Qualifications of Employee Position in PlaceHolder

III. Organization Set-up

Figure #2: Organizational Chart of PlaceHolder

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 As aforementioned, under the Executive Board, there are four positions, namely: CEO,
CFO, COO, and CTO. While they all oversee and are superiors of their respective departments,
ultimately, the CEO is the officer that the entire board reports to. Each department was grouped
together based on the similarities of the scope of their work and whether or not they frequently
coordinate with each other. In this light, the CFO manages the Finance and Legal departments,
the COO with Human Relations, Public Relations or Customer Service, Operations, and
Marketing, while CTO handles Application or Software Development and Research and
Development.

IV. Major Registration and Licenses

A. Major Licenses
BIR
The Bureau of Internal Revenue is the department of the national government responsible
for overseeing financial, tax, and monetary matters in the Philippines. For the Philippine
government, it is responsible for collecting internal revenue taxes, fees, and charges as well as
enforcing all forfeitures, penalties, and fines related to tax concerns. The ability to issue official
receipts and invoices, register the Tax Identification Number (TIN) provided for PlaceHolder in
the Certificate of Registration issued by SEC, and register the books of accounts PlaceHolder
must formally register with BIR each year to serve as an official record of the business
transactions for the fiscal year are all granted by registering the business with the BIR
(Philippine Business Registration, 2022)

Barangay Clearance
As for Barangay Clearances, the service location of PlaceHolder is in Makati CBD and
Manila. Hence, the business will need to comply and get barangay clearances for these locations
Makati City has over 33 barangays and the business will still do a thorough analysis on the
possible areas to include in Manila, but most likely Malate will be covered, which has over 13

69
barangays. Since research on definite areas to include in Manila needs more research, the definite
number of barangay clearances will be unknown till then.

A Barangay Clearance from the local barangay is a crucial document for any business in
the Philippines, as it provides certification that the company in question satisfies the
requirements of the barangay in the area where the business intends to conduct its operations
(Yaptinchay, n.d.). A community tax certificate, also known as a cedula, an application form,
and any kind of government-issued identification are required in order to obtain a barangay
clearance (Dungo, 2022).

DTI
Republic Act No. 3883 states that it is unlawful to conduct business operations under a
name that has not been registered. Given this, one prerequisite of establishing a new business is
registering the name with the Department of Trade and Industry (DTI). However, it must be
noted that, after registration, business owners only have the right to operate under the registered
name for five years. To continue its legal validity after the five year period, the registration must
be renewed (Kittelson & Carpo Consulting, n.d.).

Business Permit/Mayor’s Permit

Before any business can begin operating in the Philippines, the business owners must
secure a business permit or a Mayor’s permit from the Local Government Unit (LGU) where the
company is located. It is important to register a business in the LGU before full operation as this
guarantees full compliance with corporate laws and helps the business avoid penalties (InCorp,
n.d.). Only self-employed professionals such as lawyers, doctors and accountants are excused
from the need to apply for a business permit (LFC, 2019). In this case, with PlaceHolder being a
corporation, the company must apply for a business permit in both Makati and Manila since this
startup company aims to operate within the hundreds of barangays spread across both cities.
However, PlaceHolder must take note that LGU’s may differ in rules regarding business
operations when applying for a business permit. These rules vary depending on business entity,

70
business activity, and business size. To make business permit applications easier, a handful of
cities, with Manila included, provide online registration. PlaceHolder must formally renew the
business permit annually, usually in the first month of the calendar year. Failure to renew the
business permit on or before the said period will result in penalties given by the LGU assigned
(PBR, n.d.).

SEC Registration Certificate

Any local or foreign company who plans to establish a business in the Philippines will
need to register for a Securities and Exchange Commission (SEC). Before applying for any
Mayor’s permit or business permit, this is the first step to many requirements needed to acquire
before a company is able to conduct any business activities or participate in the country’s market.
SEC is a national government organization entrusted with overseeing and governing the
Philippine business community. The agency has the power to direct Congress and other
government organizations regarding securities market policies as well as to develop such
policies. SEC registration requirements differ from one another depending on the type of
business entity to be registered. In this case, PlaceHolder falls under the SEC type of Stock
Corporation. A Stock Corporation is a “for-profit business that has shareholders who hold
ownership of the corporation through shares of stocks” (Yap Kung Ching Law, 2022). The
processing of the SEC Registration Certificate can take up to one week. After PlaceHolder is
able to secure the SEC Registration Certificate, the next step is to apply for a Mayor’s permit or a
business permit through the LGU where the company will operate (ibid).

B. Registrations
SSS Employer Registration
In simplest terms, the Social Security System, more commonly referred to as SSS, is
social insurance for individuals working in informal, private, and professional sectors. At its
core, it strives to protect workers by providing them with “social protection” (Overseas Workers
Welfare Administration, n.d.). Under Republic Act No. 8282, private sector employees must
register with SSS, and it is, more commonly than not, their responsibility to apply for

71
themselves. However, given that PlaceHolder strives to safeguard their workers’ rights, the
company itself will register on behalf of employees. This is to ensure that, as early as their first
day, they will be covered by the benefits of SSS.

PhilHealth Employer Registration

PhilHealth is the national healthcare system of the Philippines, and all employers in the
country are required to enroll their workers in the program in compliance with the law. If they
register through Philippine Business Registry (PBR), they won't have to submit any more
paperwork once they've registered in this system (PhilHealth, n.d.). However, depending on the
type of organization, Philhealth will require additional documents. Since PlaceHolder is a
corporation, the business will need to submit a Security and Exchange Commission or SEC
Registration (PhilHealth, n.d.).
There are differences in requirements for Philhealth registration for employees between
Government & Private Sector Employers and Kasambahay Employers. Employers in the public
and private sectors must provide a duplicate of the Employer Data Record (ER1) Form and a
PhilHealth Membership Registration Form (PMRF) for each employee (PhilHealth, n.d.).

Pag Ibig Employer Registration

The governmental agency in charge of offering housing programs and benefits to workers
in the private and public sectors is the Home Development Mutual Fund (HMDF), popularly
known as Pag-IBIGFund. Employers are required by Philippine legislation to register their
workers with Pag-ibig in order to offer them loans for housing, multiple purposes, and
calamities. The employees' access to specific loans and initiatives that support housing, property,
and financial needs is ensured by registering with Pag-IBIG (InCorp Philippines, 2022).

DOLE
In line with the SEC to prohibit the contracting out of labor to protect the rights of
workers, the law has made it mandatory for employers and employees to register under the
Department of Labor and Employment (DOLE) (DOLE, 2017). Any business with five or more

72
employees is required to register with the DOLE (Yaptinchay, 2022). Employers and employees
are entitled to a security of tenure with all the rights and privileges provided for in the Labor
Code under the D.O. NO. 174, Series of 2017. PlaceHolder must file for a DOLE registration
through the Regional Office the business will operate in. Once the application has been
approved, PlaceHolder must settle a registration fee of 100,000 pesos. The Certificate of
Registration from DOLE will be valid for up to two years and will have to be renewed 30 days
before the expiration of the certificate with a renewal fee of 100,000 pesos to be settled to the
DOLE Regional Office (DOLE, 2017).

TIN
An employee’s Tax Identification Number, TIN for short, serves as proof that they are a
registered taxpayer under the Bureau of Internal Revenue (Philippine Statistics Authority
Helpline, n.d.). It is vital because it helps ensure that each employee is paying the correct amount
of taxes in a timely manner. In short, this is necessary for each worker, but not necessarily for the
establishment of the firm.

73
 CHAPTER V
FINANCIAL PLAN

I. Financial Assumptions
A. Statement of Financial Position Assumptions
The following assumptions are focused on the elements of the statement of financial
position or balance sheet.

Assets
● Cash will be maintained at least ₱1,500,000 for the five (5) year projection.
● Accounts receivable only applies during reservation periods and is only valid until
cancellation or claiming of the parking spot. Thus, at the end of each period, there are
zero receivables.
● Investments will only be needed for the first fiscal year as the business strives to be
profitable by the second fiscal year.

Liabilities
● Accounts payable will always be short-term liabilities to ensure the firm has less
obligations to other external parties.
● Trade and other payables will not exceed ₱2,000,000 for the five (5) year projection.

Equity
● Total shareholders equity will be at least ₱7,500,000 by the fifth fiscal year.
● Retained earnings will gradually increase throughout the five (5) fiscal years.
● Dividends will be distributed quarterly and will be paid in the form of cash.

B. Income Statement Assumptions

On the other hand, the following are the assumptions for the firm’s income statement.

74
Sales Revenue
● Total revenue will steadily increase throughout the five (5) year period.
● The firm will be profitable by the second year and will reach a net income of at least
₱3,000,000 by the fifth fiscal year.
● Selling price will increase by at least 10% yearly to take inflation and business growth
into consideration.
● Mark-up rate is based on the agreed upon revenue distribution with the external partners.

Expenses
● Rent expense will stay constant throughout the five (5) year period.
● Rent expense will be equally divided among the four (4) business partners.
● A straight-line depreciation method will be utilized for the necessary equipment of the
company.

C. Other Assumptions
Lastly, below are two more assumptions that take into account the external environment
and factors that affect the firm and industry.

● The projected inflation rate is based on the average inflation rate of 8.5% from the years
1960 to 2021.
● The firm will primarily transact in Philippine currency so less adjustments will be made
for fluctuating exchange rates.

75
 II. Balance Sheet

Figure #3: 5-Year Projection of Statement of Financial Position of PlaceHolder

As presented, the following figure shows the projection of the statement of Financial
position of PlaceHolder from the year 2022 to 2026. Hence, what will be projected will be in a
range of five years.A PlaceHolder’s current assets include cash, trade & other receivables,
inventories, and prepaid rent. Total current assets in each year include ₱2,935,576.00 in 2022,
₱4,430,320.00 in 2023, ₱6,289,381.00 in 2024, ₱6,991,420.00 in 2025, and ₱10,679,308.00 in 2026.
PlaceHolder’s non-current assets include property,plant & equipment and accumulated
depreciation. Total non-current assets in each year include ₱1,537,900.00 in 2022, ₱1,266,300.00 in
2023, ₱994,700.00 in 2024, ₱723,100.00 in 2025, and ₱451,500.00 in 2026. Total non-current
assets continuously decrease due accumulated depreciation increasing. Overall, total assets in
each year equate and include ₱4,473,476.00 in 2022, ₱5,696,620.00 in 2023, ₱7,284,081.00 in 2024,
₱7,714,520.00 in 2025, and ₱11,130,808.00 in 2026.

On the other hand, PlaceHolder’s current liabilities include debts and trade & other
payables. Total current liabilities in each year include ₱3,082,310.00 in 2022, ₱2,645,971.00 in
2023, ₱3,290,762.00 in 2024, ₱1,949,440.00 in 2025, and ₱2,779,814.00 in 2026. PlaceHolder’s
shareholder’s equity accounts include common share capital, share premium, additional paid-in
capital, and retained earnings. Total non-current assets continuously decrease due accumulated

76
depreciation increasing. Overall, total shareholder’s equity in each year equate and include
₱1,391,166.00 in 2022, ₱3,050,649.00 in 2023, ₱3,850,519.00 in 2024, ₱5,418,280.00 in 2025, and
₱8,350,994.00 in 2026. Overall, total liabilities and shareholder’s equity in each year equate and
include ₱4,473,476.00 in 2022, ₱5,696,620.00 in 2023, ₱7,284,081.00 in 2024, ₱7,714,520.00 in
2025, and ₱11,130,808.00 in 2026.

III. Income Statement

Figure #4: 5-Year Projection of Income Statement of PlaceHolder

This portion looks into the income earned and expenses incurred by presenting an Income
Statement. Considering that the business is a start-up one, it is best to produce a 5-Year
Projection of the Income Statement. For the year 2022, Placeholder will have a net loss of
₱19,859.00 as it is mainly focused on building the foundation of the business. However, in the
following year, PlaceHolder will have a net income of ₱2,166,416.00 which shows the
profitability of the business. Furthermore, in the following years, by the year 2026, there will be
a significant increase in PlaceHolder’s net income which would garner ₱3,425.359.00 for the
said fiscal year. Given this, a higher exposure to the PlaceHolder’s target market is anticipated to
improve revenue.

77
IV. Cash Flows

Figure #5: 5-Year Projection of Statement of Changes in Cash Flows of PlaceHolder

All cash-related activities that took place during business transactions are shown on the
Statement of Cash Flows. A 5-Year Projection of Statement of Changes in Cash Flows was
created because the business is still yet to start. For the Year 2022, Placeholder will have a net
cash flow from operating activities of ₱ 322,434.00, a net cash flow from investing activities of
₱ -1,809,500.00 and a net cash flow from financing activities of ₱3,322,544.00. This would
result in a ₱1,835,478.00 cash at the end of the period of 2022. The net gain in cash as a result of
cash inflows and outflows for the Year 2023 was ₱4,835,578.00, which represents the company's
cash balance as of December 31, 2023. Furthermore, an evident increase in the Net Cash Flow
from financing activities has resulted in a ₱8,565,798.00 cash at the end of Period for the
following year which is significantly higher than of the Year 2023. Lastly, the fourth year
balance for the cash at the end of period of the firm has resulted in a ₱13,740,949.00 and
₱21,596,054.00 for its 5th year projection.

78
 V. Financial Ratios

Figure #6: Financial Ratio Projection of PlaceHolder from 2022 - 2024 or Year 1 to Year 3

Figure #7: Financial Ratio Projection of PlaceHolder from 2025 - 2026 or Year 4 to Year 5

Given the above figures, it is evident that PlaceHolder will perform well financially in the
year of 2023 and 2025 as their Return on Asset ratio stands at 0.38. However, declines in the
year after are both seen for 2024 and 2026 which are most likely due to the significant increase
in current liabilities. For its starting year, PlaceHolder’s Return on Asset ratio is indicated as 0.0.
As observed, their current liabilities for 2022 is higher than their current assets which led them to

79
incur a net income loss of ₱19,859.00. It is important to note that the business had only started
during the year when it experienced such; therefore, it is not safe to assume that the company is
fit for liquidation, as proven by the Financial Ratio Projection of PlaceHolder for the next 5 years
of its operations.

VI. Project Cost

As aforementioned, the total project cost is ₱3,988,450; this takes pre-operating
expenses, capital expenditures, and initial working capital into account. Below is a detailed
breakdown of the costs:

Figure #8: Placeholder’s Projected Total Project Costs

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 CHAPTER VI
SUCCESS FACTORS, CONTINGENCY, CRITICAL RISK CONTINUITY

I. Response to Competition
What makes PlaceHolder distinct from its competitors is the business model being
utilized. Delving into the business model, PlaceHolder aims to offer services to people who drive
automobiles (which covers all types of vehicles) and in need of a parking space relying on
convenience, reliability, and safety. Despite Makati and Manila being the only cities where
parking may be reserved through the program, anyone can utilize it. Because the initiative
reduces the amount of time spent seeking for parking and instances of unlawful parking, its
advantages will spread beyond the business’ primary target customers.
By focusing on the business model, PlaceHolder’s main goal which is to give motorists
access to a platform that shows all of the parking spaces that are available would ensure stability
market-wise. Additionally, through innovation and utilization of modern technology, the business
can expand in a way that, as previously indicated, motorists can use the app to book parking
spaces in accessible parking lots and pay with a credit card or a third party payment provider
before arriving at their destination.

II. Government Regulations, Patents, Trademarks Policies

RA 10667: The Philippine Competition Act
The Philippines improved its readiness for ASEAN Economic Integration with the
passage of the Philippine Competition Act (the Competition Act) on July 21, 2015, by President
Benigno Aquino III. The Competition Act became operative on August 8, 2015. Protecting
consumer welfare and preserving the efficacy of market competition are the fundamental
objectives of the Competition Act. The government organization tasked with putting the PCA
and the country's competition policy into effect is the Philippine Competition Commission. The
PCC, which was established in February 2016, is the main authority on competition-related
matters in the country.

81
 By doing this, businesses agree to directly or indirectly fix the purchase price or the
selling price rather than letting supply and demand determine the prices of goods and services.
They also agree to restrict production by setting quotas or limiting output, which artificially
reduces supply in the market and raises prices. This is because some companies segment the
market and assert dominance based on geography, clientele, volume of sales, or product type,
establishing local monopolies that deny consumers of choice, while others have agreements to
fix prices at auctions or manipulate bids, causing customers to choose the more expensive
"pre-selected" bid rather than the best price (Primer: An Overview Of The Philippine
Competition Act, n.d) .

RA 8293: Intellectual Property Code of the Philippines

The "Intellectual Property Code of the Philippines," Republic Act No. 8293, which was
enacted on June 6, 1987, and went into effect on January 1, 1998, is what gave rise to the
establishment of the Intellectual Property Office of the Philippines (IPOPHL). It addresses
relevant clauses that apply to these firms, particularly those regarding patents, such as those
included in Sections 28, 31, and 32. The enumerated provisions are as follows:

“SECTION 28. Right to a Patent. The right to a patent belongs to the inventor, his heirs,
or assigns. When two (2) or more persons have jointly made an invention, the right to a
patent shall belong to them jointly”

“SECTION 31. Right of Priority. An application for patent filed by any person who has
previously applied for the same invention in another country which by treaty, convention,
or law affords similar privileges to Filipino citizens, shall be considered as filed as of the
date of filing the foreign application: Provided, That: (a) the local application expressly
claims priority; (b) it is filed within twelve (12) months from the date the earliest foreign
application was filed; and (c) a certified copy of the foreign application together with an
English translation is filed within six (6) months from the date of filing in the
Philippines.”

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 “SECTION 32. The Application. 32.1. The patent application shall be in Filipino or
English and shall contain the following:
(a) A request for the grant of a patent;
(b) A description of the invention;
(c) Drawings necessary for the understanding of the invention;
(d) One or more claims; and
(e) An abstract.”

In order for the inventors or developers of that property to profit commercially from their
creative endeavors or reputation, this legislation provides them with certain exclusive rights.
There are several forms of intellectual property protection, including trademark, copyright, and
patent. Depending on its area of specialization, each industry should have its own IPR policies,
management style, strategy, and so on (Saha & Bhattacharya, 2011).

RA 10173: The Data Privacy Act of 2012

On August 15, 2012, Republic Act No. 10173, also known as the Data Privacy Act of
20121 was signed into a law, which aims to safeguard the integrity and security of personal data
in both the public and commercial sectors. It was released on August 24, 2012, and went into
effect on September 8, 2012, 15 days later. The Data Privacy Act of 2012 intends to protect
private and public sector personal data in information and communications networks. The
National Privacy Commission (NPC), which was established under the DPA, has the
responsibility of overseeing compliance. It addresses the processing of sensitive personal
information as well as general personal information, and its fundamental tenet is that a data
subject must directly agree before personal information processing is permitted. In order to
uphold an individual's right to data privacy, the law requires all governmental and private entities
or organizations processing personal data to establish policies, and implement measures and
procedures to ensure and guarantee the safety and security of personal data under their control or
custody. Additionally, they must put reasonable and suitable safeguards in place to protect

83
against both natural hazards like accidental loss or destruction and human hazards like
unauthorized access, fraudulent use, wrongful destruction, alteration, and contamination.

RA 7394: The Consumer Welfare Act

The Consumer Act of the Philippines is the country's main consumer protection statute
(Republic Act No. 7394). It was enacted on July 15, 1992. The legislation is based on the state's
fundamental goal to defend consumer interests, advance his general welfare, and create moral
standards for commerce and industry. The legislation defines norms of conduct for business and
industry across the nation and expresses the state's stance on consumer protection. Through the
promotion of public health and safety measures and the prevention of unfair and deceptive
commercial practices, it defends the interests of consumers.

III. Inflation and other Economic Factors

Inflation & High Interest Rates
One economic issue that poses a threat to PlaceHolder, is the worrisome spikes of
inflation in the Philippines that have been driving the prices of goods and services. According to
(Wulandari & Kintu, 2022), the current inflation rate in the Philippines is the highest rate that has
been reported for the country since November 2008. As of November 2022, the inflation rose up
to 8% from the previous month of October which had 7.7% (TRADING ECONOMICS, n.d.). As
to the reasons why there is recent bout of inflation in the country, according to (Sicat, 2022), the
inflation that the Philippines has been experiencing is the result of a confluence of domestic
economic causes as well as the consequences of external political and financial factors that have
followed one another in rapid succession.
According to Wulandari & Kintu (2022), inflation will continue to increase or stay high
in the near term. This means the possibility of people saving more and avoiding unnecessary
spending or would opt for less costly alternatives possess a possible threat to businesses like
PlaceHolder. In other problems, since inflation continues to increase, that means that interest
rates would also increase. When interest rates are high, the cost of borrowing money also goes
up. As an effect, people are dissuaded from taking out loans because of the higher interest rates

84
on savings, which in turn pushes them to save money so that they can earn greater interest rates
in the future (Abrea, 2022).

Increased Economic Growth

The Asian Development Bank now anticipates that the Philippines' gross domestic
product will expand by 7.4 percent in 2022, which is a significant improvement from its previous
projection of 6.5 percent growth, which was made in September of last year (Domingo, 2022).
This is due to the recovery of tourism following the removal of COVID-19 mobility restrictions.
This is positive news for PlaceHolder as this indicates that the economy is continuously
improving. ADB or Asian Development bank added that even with increase of interest rates and
inflation, there is still a positive growth of the Philippine economy. According to the Asian
Development Bank (Asian Development Bank, 2022), robust growth for the Philippine economy
in 2022 will be supported by a strong rebound in domestic demand brought about by the easing
of COVID-19 mobility restrictions in the country. ```

IV. Environmental Concerns

Due to the business being a mobile application, two primary environmental concerns are
possible increased carbon footprint and energy usage. While it is not a direct effect of
PlaceHolder, ultimately, Abdelaziz (2022) notes that smartphones contribute to climate change
and pollution. To combat this, the team will use caching in order to make data more easily
accessible, thus lessening energy consumption (Shukla, 2022).
Delving into other concerns, one that indirectly results from office operations is the use of
paper by the management team. To address this, the executive board plans to make digital
platforms the primary modality of the company; with this, paper will be utilized only when
absolutely necessary.

85
 V. Management Team
Success Factors of the Management Team

Management Team

Executive Board

Positions/Designation Behavioral Technical

Chief Executive Officer
The Chief Executive Officer must have
exceptional leadership abilities,
outstanding communication skills, and
an outstanding commitment for the
company and its employees.
A CEO has to be knowledgeable in
budgeting, general finance, balance
sheets, and cash flow management.
A CEO needs to be able to delegate,
arrange their own task efficiently, and
function under pressure.

CEOs are frequently in charge of

growing the business, boosting
profitability, and, in the case of
publicly traded corporations, raising
share prices.

CEOs oversee a company's entire

operations.

Chief Financial Officer A CFO must be a visible leader in the CFOs need to have experience in
organization, as well as an exceptional accounting or finance in addition to a
communicator and influencer. graduate business degree, typically an
MBA.

Budgeting, FP&A, cash-flow

management, and GAAP are all skills
that CFOs must possess.

The CFO must be capable of taking the

lead on financial development and
possess strong leadership and
management skills, as well as

86
 knowledge of the industry and the
organization's wider business plan.

The CFO is in charge of ensuring that

the day-to-day accounting and
financial activities function smoothly.
Additionally, reports that offer a deeper
understanding of the company's
financial situation are reviewed and
approved by CFOs.

Chief Operating Officer The Chief Operating Officer must Entrusted with managing all business
possess excellent managerial, operations across all branches, creating
communication, leadership, and and carrying out the company's
analytical skills. business plan, and leading all company
projects with the assistance of the
branch directors.

It is necessary for the CTO to have In order to devise a plan for

Chief Technology Officer strong communication capabilities. prospective initiatives or come up with
a solution to a problem, the Chief
Technology Officer (CTO) needs to
have a solid understanding of current
technology trends.

The Business expects that the Chief The Chief Technology Officer should
Technology Officer has both great exceed standards of in-depth
leadership and organizational skills. knowledge of financial planning and
budgeting.

The Chief Technology Officer should The Chief Technology Officer (CTO)
exceed standards for having the should exceed standards in carrying
capacity to think strategically and out research and analysis on behalf of
solve complex problems. the company.

87
 Marketing

Positions/Designation Behavioral Technical

The Marketing Director must possess The Marketing Director oversees the
Marketing Director excellent communication skills, an marketing team operations and its
innovative one, and must be able to members.
build brand awareness
The primary responsibility includes
creating marketing and pricing
strategies and generating new customer
leads.

Marketing Executive The Marketing Executive must possess The Marketing Executive is
the ability to communicate effectively responsible for creating and overseeing
and collaborate with the team. marketing budgets, researching the
most recent trends, and creating
projections or forecasts.

The Marketing Executive must excel in The Marketing Executive is

exerting knowledge on planning and responsible to create and implement
strategizing. marketing strategies, plans, and
campaigns to establish a brand identity
and connect with the target market.

Operations

Positions/Designation Behavioral Technical

Operations Director The Operations Director must possess The Operations Director is in charge of
leadership skills in managing its team. organizing and overseeing the daily
operations of the business.

The effectiveness of the organization's

processes should be assessed by the
Operations Director in light of its
goals, and policies as it should be
updated as needed.

88
Operations Executive The Operations Executive must The Operations Executive must engage
possess great communication and with senior management to establish
apprehension skills. strategic operational objectives.

In charge of developing and overseeing

the financial operations and capital
budget and expenses for the business

App/Software Development

Positions/Designation Behavioral Technical

Application and Software If a candidate wants to maintain their The Director of App/Software
Development Director post of App/Software Development Development must be proficient in the
Director, he or she must possess creation and construction of
excellent communication skills and be applications.
able to work effectively with others.

The Director of App/Software The Director of App/Software

Development must have exceptional Development must be proficient in at
skills in both paying close attention to least one programming language, such
detail and time management. as C#, Java (J2EE), or a language of
your choosing.

The Director of App/Software The Director of App/Software

Development must also exhibit Development must be capable of
exceptional leadership qualities. critical thought as well as issue
solving.

Application and Software To maintain their post, the The App/Software Development
Development Executive App/Software Development Executive Executive must have expertise in the
must have great communication skills creation and construction of
and the ability to work well with applications.
others.

The App/Software Development The App/Software Development

Executive must possess exceptional Executive must be proficient in at least

89
 skills in both paying great attention to one programming language, including
detail and time management. C#, Java (J2EE), or another language
of your choosing.

The App/Software Development

Executive must possess both analytical
and problem-solving skills.

Human Resources & Customer Support

Positions/Designation Behavioral Technical

Human Resources Director The Human Resources Director must In charge of planning, managing, and
process excellent problem-solving and leading the company's general
analytical skills. administrative operations.

The Human Resources Director must In charge of recruiting, interviewing,

possess strong supervision by having and recruitment of new staff and/or
strong leadership skills. employees.

Human Resources The Human Resources Executive must Tasked in monitoring the recruitment
Executive possess great communication skills and and interviewing processes, as well as
administrative experience. the employment of new hires and
personnel.

Customer Service/Public Relations

Positions/Designation Behavioral Technical

Customer Service The Customer Service Executive must The Customer Service Executive is
Executive possess persuasive speaking skills, responsible for ensuring that clients are
clear communication skills, and happy and well-cared-for at all times.
professionalism.
Tasked to give team members
customer service goals and objectives
and motivates them to achieve those
goals.

90
 Research & Development

Positions/Designation Behavioral Technical

Research and Development The Research Director must possess The Research Director must be
Director exceptional leadership and proficient in the creation and
communication skills. development of applications.

The Research Director must possess The Research Director must be

exceptional skills in both paying close proficient in at least one programming
attention to detail and time language, such as C#, Java (J2EE), or
management. your preferred language.

The Research Director must be

competent in critical analysis and
problem solving.

Research and Development To be considered for the role of The Research Executive must be
Executive Research Executive, candidates must proficient in the creation and
possess excellent communication skills construction of applications.
and the ability to work well with
others.

The Research Executive must possess The Research Executive must be

exceptional skills in both paying close proficient in at least one programming
attention to detail and time language, such as C#, Java (J2EE), or a
management. language of their choice.

The Research Executive must possess

both analytical and problem-solving
skills.

Finance

Positions/Designation Behavioral Technical

91
Accountant A professional accountant will Accountants should be knowledgeable
comprehend the pertinent ethical in financial modeling tools, process
standards and apply them to their own automation, and artificial intelligence
conduct and will appropriately criticize in addition to using Excel spreadsheets
others' acts when they fall short of and the Google Suite.
these standards.

An accountant is dedicated to their An accountant must do a thorough

work and their career and is examination and appraisal of their
responsible for actively managing their customers' financial situation. The
personal growth. most effective financial reports convey
complicated facts in a way that is clear
to all stakeholders.

In order to establish successful, Accounting requires significant

professional working connections both attention to detail due to the industry's
internally and externally across high level of regulation. When you're
organizations, an accountant must in charge of someone else's money,
collaborate well with people and work there's not much room for error.
effectively in groups. Accountants are required to adhere to
generally accepted accounting
An accountant must have a questioning
principles and be informed of any
mindset and be aware of circumstances
industry-specific guidelines, deadlines,
that could point to a potential
and requirements. Accountants need to
misrepresentation of financial
have a sharp eye for anomalies and
information due to fraud or error.
mistakes.

An accountant must have the flexibility

to uphold high standards in a changing
environment and be open to learning
and listening as well as accept
changing priorities and job needs.

Legal

Positions/Designation Behavioral Technical

92
In-house Legal Director In-house Legal Directors need to be
persuasive speakers, proficient writers,
and effective listeners.
In-house legal directors should be
digital-savvy. They are particularly in
need of this ability given their constant
need to develop innovative methods to
streamline their work processes. The
newest technology advancements
should be monitored by in-house
attorneys, who should think about how
they could improve client results and
expedite operations.

In-house Legal Directors need to be In-house legal directors need to be

pleasant, persuasive, and able to read proficient in emotional
people. intelligence-related abilities.

In-house legal directors should

anticipate that their practice will
integrate technology, business, and law
as work becomes more digital. The
legal department is now expected to
develop new methods to boost the
company's worth in addition to
providing counsel meant to safeguard
it.

In-house Legal Executive In-house Legal Executives need to be In-house legal executives need to be
persuasive speakers, proficient writers, proficient in emotional
and effective listeners. intelligence-related abilities.

In-house Legal Executives need to be In-house legal executives should be

pleasant, persuasive, and able to read digital-savvy.
people.

Table #12: Overview of Success of the Management Team of PlaceHolder

93
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