AquaVicta UpdatedBusinessResearchFD

Kingfisher School of Business and Finance
1131 McArthur Hi-way Lucao District, Dagupan City

S.Y. 2020-2021
FEASIBILITY STUDY
Submitted To:
Mr. Joshua M. Bileg

Mr. Lawrence Karl Victorio
Mr. John Prince Cacal
Ms. Melissa Calderon
Purposive Communication Instructors
Submitted By:
Group 2
Quilaton, Argel Joseph A.

Andaya, Bernalyn U.
Bucao, Samantha Paula A.
Castro, Nica Mae M.
Cera, Ana Marie L
Martin, Ashley Nicole A.
Pagad, Cresha Louise V.
TABLE OF CONTENTS
Executive Summary 4
CHAPTER I Introduction 5
A. Background of the Study 5
B. Scope and Delimitation 7
C. Significance of the Study 8
CHAPTER II Company Profile 10
Description of the Company 10
Andaya, B., Bucao, S.P., Castro, N.M., Cera, A.M., Pagad, C.L., Quilaton,
2 A.J. Martin, A.N.A
The Company Logo 10
Objectives 11
Vision Statement 12
Mssion Statement 12
A. Business Concept Description 12
B. The Description of the Products/Service (Value proposition) 13
C. Competitive Advantage 14
Location Profile 15
SWOT Analysis 16
CHAPTER III Review of Related Literature and Studies 20
Foreign Studies and literature 21
Local Studies and Literature 30
CHAPTER IV The Methodology 22
A. Research design 22
B. Subject and Participant of the Study 22
C. Data for Gathering Tools 22
D. Data Gathering Procedure 23
CHAPTER V Industry Analysis 26
Industry Overview 26
The Description of the Market (Opportunity or Supply Gap) 27
A. Supply 27
B. Demand 28
Areas of Feasibility 29
A. Marketing 29
A.1 Consumer Analysis 29
A.2 Product and Packaging 30
A.3 Pricing 30
A.4 Promotion 31
A.4.1 Social Media Marketing 32
A.4.2 Public Promotional Events 32
A.4.3 Direct Marketing 32
A.5 Place 34
B. Technical 35
B.1 Production Process 35
B.2 Facility Layout 38
B.3 Machineries and Equipment 38
B.4 Initial Investment 40
C. Management or Organizational 49
C.1 Management Team 49
C.2 Duties and Responsibilities 49
C.3 Work Schedule 52
C.4 Organizational Chart 53
Conclusion 54
References 55
Executive Summary
Aqua Victa is a water refilling station, located in Tapuac District, Dagupan City,
Pangasinan, situated along the highway, and in front the City Astrodome. The business is
licensed and in compliance with the Philippine Law as they followed the needed requirements in
order to be standardized, and be allowed to build and invest in such business. The proponents
wanted to fulfill its objectives of achieving the increase of sales each year and the possible
expansion of the business in the City of Dagupan as they provide an affordable, high-quality
product and service, which in the long run, would also provide a more variety of water such as
mineral, alkaline etc. The business wanted to promote a good, clean, and healthy living for the
people. With this, they have established a unique value proposition that distinguishes its water
refilling business from other businesses such as the process of filtration, offering the customers
an effective and positive working culture of its employees.
The proponents ventured into this kind of business for the reason that water is an
essential commodity by the people which has an endless demand for it and can be profitable
all-year round. As for the vision, they have envisioned the business to become one of the top
pioneers of the water refilling station industry in the Philippines and to become a role model of
an industry that promotes fulfillment, service, and loyalty among its customers. It is part of their
mission to establish a brand that is known for being trustworthy, honest, and having integrity
which makes sure that the people will drink safe and clean water with proper sanitation.
10A.J. Martin, A.N.A
Chapter I
Introduction
A. Background of the Study
Water sustains the lives of all living things as it is the most essential liquid on earth. Sadly, it is
hard to find and access safely managed drinking water or free from contamination that is needed by
billions of people around the world. It was reported by the World Health Organization (2019) that one in
ten people in the Philippines have no access to improved water sources. Atleast 91% out of the estimated
100.7 million of the Philippine population have access to basic water services. According to Dr. Gundo
Weiler (2019), WHO Representative in the Philippines, the most important resource that people cannot
live without would be water. However, there are still numbers of Filipinos who don’t have access to
improved water resources, mostly in rural communities.
As there is a dilemma that is still rising, a solution has appeared in the thousands of water
refilling stations that is now considered a demand in the Philippine landscape. These service businesses
started as privately-run community sources with consumers going to the station to fill-up the containers
per-gallon fee which is a small fraction of commercially bottled water’s cost. As the demand is high with
this type of business, most stores now offer home delivery for regular customers.
Because of this, the researchers have put up an idea to build a service-based company which is a
water refilling station to be called Aqua Victa. This is considered to be a good business opportunity for
the proponents because it is a basic commodity of people where it is mostly preferred by a lot of families
in their homes and offices. According to Magtibay (2004), the reasoning to why people shift to
alternative sources of drinking water was because of poor management in water utilities which people
could be at risk of contracting diseases such as Cholera including food-borne and waterborne diseases.
With these data, the study will be about providing a clean and safe water to drink by putting up a
water refilling station following the national standards. Such service has been highly demanded because
it is cheaper and more convenient than those purified water bottles (Magtibay, 2004). Aqua Victa will be
located at Tapuac District, Dagupan City, Pangasinan (along the highway, in front of City Astrodome,
near LNU), and will offer a business to business, and business to consumer transactions because it is near
to the other businesses that need a supply of water.
B. Scope and Delimitation
This study will be focused on the feasibility of establishing a business that is engaged in services
such as water refilling stations. Its aim is to increase access to sustainable and safer water, promoting
awareness on the effects of the quality of water on consumers' health. The researchers goal is to also
expand the business each year by at least 20% of the population in Dagupan City, Pangasinan. The study
will only be limited to the stated vicinity and provide convenient and budget-friendly services.
The study will be focused on the people residing in Tapuac District and Lucao, Dagupan City,
Pangasinan as the researchers find a potential location in establishing the business. The locations are near
the food businesses, schools, and also apartments and subdivisions. This study is only focused at least on
the lower middle income families and businesses that are surrounding them in the said areas. Its target
market will be people of all ages as it is a basic commodity of people. With regards to gathering data
about the demand and feasibility of the service-based business, the proponents will conduct a random
sampling method wherein survey questionnaires will be distributed to the stated vicinities. The number
of selected respondents for the survey amounts to 384 within both locations.
The business will be centered in offering lower cost purified water to the supposed target market. By
this, the information presented is greatly based on the target market and conditions.
C. Significance of the Study
The following are the factors that affect this study:
1. Researchers. This study was made to give the researchers knowledge about meeting the
demands, needs, and dilemmas in water refilling services in the community. As they invest in
such business, the researchers could also benefit, profit and improve their skills in marketing
and producing quality drinking water.
2. Target Market. This study was made to give the consumers their essential needs in their daily
lifestyle that could satisfy and provide them convenience and safety. Because of its budget
friendly price, the target market could also benefit from having a clean and purified water that
they could drink that is safe from any hazards.
3. Investors. This study was made to provide information regarding the advantages the investors
will have when they invest their money in this company. This study was conducted to give data
about the return of investments and how will the dividends be properly disseminated to each
investors. This study will assess if the business will have a stable and continuous growth in the
long run.
4. Suppliers. This study aims to provide the suppliers information about the products that will be
needed in the business (gallon containers, machines, equipment etc.), enabling them to
understand the business under their contract as they meet their needs more effectively. In order
to have a great flow of operation, this study will provide and indicate the information regarding
the amount of supplies needed for the business.
5. Readers. This study was made to provide the readers information about the service-based
company, Aqua Victa (water refilling station). This could serve as an inspiration to the readers
who would want to invest in such service business or franchise ,and could be of use by future
researchers.
6. Community. The study of Aqua Victa was made for researchers to significantly involve the
community about the benefits of buying clean and purified drinking water to water refilling
station. The water refilling station should most likely be presentable at its quality services and
the proponents further researched the consumer's satisfactory needs as well as their capability
to afford it. This will determine whether the business will do a proper service and goods to the
community.
Chapter II
Company Profile
Description of the Company
The Aqua Victa is a business venture that will mainly focus on water refilling stations. The
proponents have put up an idea to build this kind of service-based business that will be adopting a
partnership type of organization, which is owned by seven individuals and an easier way to finance the
business. It requires a good management structure that will work hand and hand for the success of the
organization. The management will consider general working policies and development programs that
consider safety precautions, attendance, compensation and sanitation of the employees.
Aqua Victa will be located at Tapuac District, Dagupan City, Pangasinan (along the highway, in
front of City Astrodome, near LNU), which is nearby schools, restaurants, and canteens. This helps the
business to become profitable because its target market is the people around Dagupan city, specifically
the area around Tapuac and Lucao residents.
The Company Logo
Figure 2.1 The Logo of the Business.
The logo of the business will represent the brand of the business that will play a huge role in the
company’s promotion and growth. The proponents decided to make it simple in order to have an easier
recognition and public impression about the nature of the business and will allow the business to operate
without having to explain itself. The business tagline “You deserve to live better with clean water” is also
included because the proponents will ensure to create a reputation of guaranteed sanitation in every
production process to satisfy the needs of the customers. The proponents used two colors—white and
blue. The white represents purity, efficiency, and commitment in service. The blue signifies confidence,
professionalism, and reliability of the products.
Objectives
General
To exploit the water refilling station at least 20% of the population in Dagupan City and to
increase atleast 10% of sales each year. In addition, the business’ objective is to also exceed the
customers’ expectations by providing them a high-quality product and services. In the long run, the
business will also provide a more variety of water such as alkaline, mineral, and water bottles.
Specific
 To comply with the standards set by Philippine National Standard for Drinking Water
(PNSDW) in providing a high-quality processed water to the community;
 To increase access to sustainable and safer water;
 To promote awareness on the effects of the quality of water on consumer’s health; and
 To improve continuously through regular performance reviews.
Vision
The business visualizes an industry where it promotes good, clean, and healthy living. The owners
envision the business to become one of the top pioneers of the water refilling station industry in the
Philippines and to become a role model of an industry that promotes fulfillment, service, and loyalty
among its customers.
Mission
To provide customers’ satisfaction and give them affordable and high-quality purified water. Aqua
Victa establishes a brand that is known for being trustworthy, honest, and having integrity which makes
sure that the people will drink safe and clean water with proper sanitation.
A. Business Concept Description
Description of product and services
Water is the most essential liquid on earth because it sustains the lives of all living things. The
researchers have put up an idea to build a service-based business which is a water refilling station to
be called Aqua Victa. This is considered to be a good business opportunity for the proponents
because it is a basic commodity of people where it is mostly preferred by a lot of families in their
homes and offices and a portion of the population in the Philippines have already shifted preferences
to purified drinking waters. According to Magtibay (2004), the reasoning to why people shift to
alternative sources of drinking water was because of poor management in water utilities which could
be at risk of contracting diseases such as Cholera.
Water refilling stations have been highly demanded because it is cheaper and more convenient
than those purified water bottles (Magtibay, 2004). Its quality meets the standards nationally and it is
greater and safer than other water supply in terms of removing its impurities. Aqua Victa will be
located at Tapuac District, Dagupan City, Pangasinan (along the highway, in front of City
Astrodome, near LNU), and will offer a business to business, and business to consumer transactions
because it is near to the other businesses that need a supply of water. Also, it is near subdivisions
and residences which a lot of people live in and it has a greater chance that the business will become
their supplier of water because there is only limited water refilling station in the area .
Overview of target market
When selling purified water, there will be an expected broad range of available customers. To
be able for the business to be known popularly, the business will not limit its target market only to
just a group of people, instead, all the residents who live in Tapuac and Lucao neighborhood, which
is the target location. The researchers are also planning to sell the product through personal contact
to help the firm in circulating the news about the proponents business. The target market will surely
benefit from the cheaper cost of the product and is easier to buy from. It is also guaranteed to
produce the best water quality that undergoes proper sanitation. The business will engage selling the
purified water to the following groups of people:
 Households
 Workplace
 Industrial Buildings
 Events and Celebrations
 Schools
B. The Description of the Products/Service (Value proposition)
Aqua Victa is a business that is established to offer high-quality products and services, and it is in
compliance with the Philippine Law to fulfill its aim and objectives. The business will establish a unique
value proposition that distinguishes its water refilling business from other businesses such as promoting
environmental-friendly, offer them reliable water that goes through a right process of filtration, and offers
the customers an effective and positive working culture of its employees.
C. Competitive Advantage
The company's direct competitor is the different refilling stations and a different distilled water
brands such as Wilkins, Absolute, Natural spring, etc. Also, the water refilling stations near the area
which are the Aqua de Kyan, Matthew Springwell, and Hawaiian Dew Purified Drinking Water. The
indirect competitors are the various brands of juice and soft drinks such as Zest-O, Del Monte, Coca-
Cola, and many more. The competitive advantage of Aqua Victa are: excellent service delivery with an
employee that has a good work ethics which gives a satisfaction to the customers; quality of the products
which has a clean and clear water; the location of the business which is near the highway where there are
few water refilling stations and it is near the school, building, infrastructures, and businesses; and well-
mannered client-approach which the business practiced and trained its employees to be polite, respectful,
and have a good manners.
Location Profile
Figure 2.2 The Location Map
The location of the proposed business will be at the City proper of Dagupan City particularly
along the highway of Tapuac District. The site was selected because it is located along the main road of
Dagupan City and it is accessible to all customers because it is very visible. The said location is also
nearby to other businesses that need a supply of water, such as restaurants and school canteens. There’s
also a greater chance of profitability because it is close by a subdivision and residences which a lot of
people live in. Since the location of the plant is in the commercial building the partnership will pay for
the leasing of the station.
Figure 2.3 The Business Location
SWOT ANALYSIS
The proponents are aware that there are competitors in Dagupan City which is why the business
considered its SWOT analysis to compete against other water refilling businesses. A proper SWOT
analysis will help the business to identify its advantages and risks, and it will also help the business to
achieve its goals and objectives.
1. Strength
 Environmental-friendly
Aqua Victa will be a solution not just only for its consumers, but also for the
environment. The business will offer a container which they can reuse after consuming all the
water. Aqua Victa believes that practicing and promoting an environmentally friendly business
will improve its sustainability and can set apart from other businesses.
 Taste of the water
In a water refilling station business, one of its importance is to have a delightful taste of
water. The machines that will be used by the business are customized that will enable the water
to have a good taste. By using a customized machine, it will enhance the water that will be
offered to the market.
 Location of the business
The location of the business is very convenient and hassle-free. It is near the main road
which helps the customers to have easy access to the location of the business. It does not need a
bigger space because just a small space could satisfy the area needed for the business.
 Customer service
The employees have a strong ethical standards and positive working culture that the
customers will surely appreciate. They are well-trained and practiced to serve the customers
with good manners, politeness, and respect.
 Strong distribution network
It has a strong distribution network because it is the basic need of the people. It gives the
ability to meet the customers' expectations and it provides a high quality of purified water at a
low cost. And also, the Aqua Victa will assure its consumers for having a fast delivery of
mineral water, and a good service.
2. Weakness
 No supply of water
Water refilling station is an alternative source of drinking water. It would be a
problem if the business will encounter a water outage in the area where the business will
be put up into. A possible solution for this is to get an update from the water district with
regards to the schedule of water outage in order to inform the customers of Aqua Victa
about the possible out of service on the day of outage. Alternatively, the employees
should be ready for this kind of problem and double their work to make all necessary
deliveries beforehand.
 Dependent in electricity
Unannounced electricity blackouts may cause the business to stop the operation
because the machine depends on the electricity. To avoid this circumstance, the
employees will update the customers through posting in the social media platforms of the
business and messaging the loyal customers.
3. Opportunity
 Activating Positive Social Media Engagement
Social media platforms can be a help to speak directly to the target market. The
use of social media creates a way to promote the business and build brand awareness in a
short span of time while spending within the budget. Having positive social media
engagement can bring remarkable success to the business.
 Big demand for the product
Water is the most essential need of every living thing on earth. The demand for
safe and clean water is constantly growing due to the decreasing supply of freshwater
(Magtibay, 2004). Aqua Victa can be a part of this growing demand and expand its
operation to attract more potential customers.
 Expansion of the business to different industries
Every business has some strategic alliances and partnership with other businesses
in order to have a wide range of markets. Aqua Victa can have partnership and
collaboration with other businesses such as restaurants and school canteens to harness
new marketing opportunities.
 Good word of mouth publicly
Word of mouth is the best free marketing that every business can achieve. It
would certainly strengthen the brand image and make room for potential growth
(Nielsen, 2020). Aqua Victa can attract more customers and keep the business profitable
through referrals and good word of mouth from clients.
4. Threat
 Competitors can offer similar products, services, and prices.
The availability of water refilling stations is high since the business concept is already
available in the market which can be the reason for the decrease of the overall profit of the
business. It will be easy to copy because almost all water refilling stations use the same
equipment and methods. However, the proponents will continuously develop the services needed
to run the business, promote fast delivery services, maintain the cleanliness of the surroundings,
and follow restrictions and protocols from the regulators, and maintain to serve the product with
better positive image.
 Scarcity of water
According to a review in the Mariano Marcos State University, as the population
continuously increases, there might be a scarcity of tap water considering that water refilling
stations might become limited when the government says so. When that time comes, people will
prefer drinking tap water than purified water.
Chapter III
Review of Related Literature and Studies
Safe Drinking Water is Essential
Foreign Studies an literature
According to the World Health Organization (WHO), water of good quality is important for life
and health, as well as cooling and production processes. Water-related diseases claim the lives of
approximately 842,000 people per year and there are 884 million people who do not have access to safe
drinking water around the world. Moreover, there are 2.6 billion people in the world who do not have
adequate sanitation. Owing to technical advances, at-risk areas will now benefit from advanced water
filtration and purification systems.
As stated by Ragan & Yahia (2018), water is a vital component of human life, and the World
Health Organization (WHO) has established certain guidelines to establish universal standards for
drinking water. Microbiological pollution is a major issue for developed countries when it comes to
drinking water safety. As stated by Sorlini, inorganic pollutants can also be present in the water, posing
health, and aesthetic risks. Thus, access to clean and high-quality drinking water is one of humanity's
most fundamental needs, and it plays a critical role in public health.
The Millennium Development Goals (MDG) called for half of the world's population to have
access to clean drinking water by 2015. This vision paved the way for the development of Water Safety
Plans, which serve as a structure and set of guidelines for water providers in order to help them maintain
healthy and high-quality drinking water.
Water Refilling
Local Studies and Literature
As stated by the World Health Organization (WHO), millions of Filipinos get sick with water-
borne diseases yearly. Even in Manila, the capital of the Philippines, has only about three-quarters of the
population has access to municipally provided water. Outside of Manila, even less people have access to
safe drinking water.
If they are to prevent cholera epidemics and other health problems caused by the foul, polluted
water available in their neighborhoods, these families must find alternative water sources in both
locations. The World Bank Group (2003), up to 58 percent of the groundwater supply in the country
intended for drinking are contaminated with coliform and requires possible treatments.
As reported by an article published in the Lifestyle Inquirer, the majority of Filipino households
buy their drinking water from refilling stations. Water refilling stations are supposed to have clean water,
but due to inadequate maintenance, contamination is a possibility. According to a survey, 30 percent of
water refilling stations in Metro Manila lack a sanitary permit, and 35 percent do not meet proper
sanitization procedures. Contamination may occur as a result of improper storage, transportation, and
exposure to the elements. There were more than 200 water refilling stations in Zamboanga City, but only
25 had sanitary facilities.
One out of five Filipinos did not get water from formal sources, conforming to Greenpeace. As
stated by Yap, only 77 percent of the rural population and 90 percent of those in urban areas have access
to an improved water source. On the other hand, only 44 percent have direct house connections. Water
provision for the disadvantaged and poor communities can be a powerful tool for reducing poverty
because it affects health, income and consumption, as well as gender and social inclusion.
CHAPTER IV
The Methodology
A. Research design
The characteristics of a population or phenomenon being studied are described using descriptive
research methods. The system is capable of making reliable forecasts or determining cause and effect.The
respondents will be given a survey questionnaire to fill out as part of the data collection process. The
researchers conclude that the approach would be appropriate for collecting data for the study's goals.
B. Subject and Participant of the Study
The participants were selected by the researchers of this study. All the participants were near the
location of the business which will be focused on the people residing in Tapuac District and Lucao,
Dagupan City, Pangasinan as the researchers find a potential location in Tapuac District, Dagupan City,
Pangasinan along the highway, in front of City Astrodome near Lyceum Northwestern University for the
business, Aqua Victa. The target market are the food businesses, schools, apartments and subdivisions.
All the 384 participants of this study were selected for answering the online survey questionnaires within
both locations.
C. Data for Gathering Tools
In gathering of data, the proponents will use a quantitative method wherein they will provide
survey questionnaires that will gather the needed data for the study. Questionnaires may be distributed
through online platforms. The designing of good data collection instruments was considered in
preparing the instrument. The structured questionnaire is chosen as a form of data gathering tool because
it is cost-efficient with the means of gathering data, and avoidance of personal bias. Before the
questionnaires will be distributed, it has been verified and validated by the research adviser of the
feasibility study.
D. Data Gathering Procedure
The researchers constructed a questionnaire checklist, validated by the adviser of the subject then
the questionnaire checklists will be distributed. The researchers conducted the survey at Dagupan City,
Pangasinan specifically in Tapuac District and Lucao through the usage of online platforms in answering
the given questions for the business. The proponents explain to the respondents the terms of answering
the questionnaire as their answer will be reliable and of great importance to the business. They must
provide an honest answer as they will be a responsible subject for the feasibility study. The proponents
will use a random sampling method where a subset of a statistical population in which each member of
the subset has an equal probability of being chosen. A simple random sample is meant to be an unbiased
representation of a group (Hayes, 2021). After the respondents answer the question, the researchers will
tally the data for interpretation.
Questionnaires of Aqua Victa
Name (Optional):
Sex:
o Female
o Male
1.How frequently do you buy a gallon of water?
o Daily
o Twice a week
o Once in three days
o Once a week
2. How many gallons you consumed in one household in a week?
o 4-6
o 6-8
o 8-10
o Other:
3.Are you willing to buy a gallon of water with a price range?
o 15-20
o 20-25
o 25-30
4.What kind of water do you prefer to drink?
o Purified
o Mineral
o Distilled
5.What factors would make you more likely to use a water refilling station?
o Location
o Quality Service
o Cost
o Other:
6.How aware you are regarding the safety and cleanliness of water you drink?
o Very much aware
o Much aware
o Aware
o Not much aware
7.How satisfied are you with the opportunity to provide feedback on water refill stations?
o Very satisfied
o Satisfied
o Dissatisfied
o Very dissatisfied
Please provide any other comments or suggestions you have below about the Aqua Victa Water Refilling
Stations.
CHAPTER V
Industry Analysis
Industry Overview
According to the Philippine State College of Aeronautics (2017), Water refilling stations can be a
good source of safe drinking water. Purified water can meet the aesthetic standards easily detectable by
the people in terms of taste, odor, and color. The efficient water purification processes can make the
quality of water superior to the traditional water systems. However, the risk of contamination is possible
if the handling practices are not closely monitored. The following aspects must all be in place to ensure
the development of safe water in water refilling stations and prevent waterborne diseases: enforcement of
operators to all sanitary requirements. Water laboratories' ability to perform comprehensive and reliable
water monitoring and analysis, as well as proper operation and maintenance of water purification
equipment. The skills of the local health officials to conduct sanitary surveys and water quality
monitoring and a program for water source protection, and a vigorous information campaign on how to
keep delivered water safe at home.
The researchers ensured that the facility is easy to locate and they have mapped out plans to
develop a wide supply network for offices, schools, canteen, and manufacturing plants all around
Dagupan and neighboring areas/ cities. Also, the researcher ensures that the location of the business is
centrally located in major roads prone to both human and vehicular traffic, the large distribution network
and of course their excellent customer service culture will count as a strong power to help the business
grow. The researchers are also in business to make profits, to give the satisfaction of costumers, to give
their needs (safe drinking water) at the same to give their customers value for their money; they want to
give people and businesses who patronize water as an opportunity to be part of the success story of Aqua
Victa Water Refilling Station.
The Description of the Market (Opportunity or Supply Gap)
Market Description
Since the researchers are familiar with the water refill station industry, they agreed that the
company does not require aggressive marketing expertise to sell their water business. People in search of
clean and secure water would most likely seek out the closest water refilling station. The explanation they
will like to Aqua Victa is to let people know about the novelty of their company and to raise general
awareness. Other places where their services could be required include public buildings, residences, and
even businesses, especially where the current water supply system fails or is undergoing repairs and
general maintenance. Meanwhile, customers are satisfied with the product offering pricing and
promotional activities of the water refilling stations. As a result, water refilling stations must consider
marketing strategy, especially promotion. Additionally, they can offer freebies (1 gallon) when all of the
cards provided to customers are being stamped. This will help to maintain the customer's loyalty to the
company.
Finally, another development in Aqua Victa is the introduction of an environmentally sustainable
solution to water storage and supply. Indeed, the industry's implementation of eco-friendly practices
would most likely persuade environmentally aware customers to purchase their goods, thus increasing
operator performance.
Supply
Supply Over the years, as the demand for cleaner water becomes higher, the price of household
water purifiers and bottled water has become prohibitive. Water refilling stations managed by private
entrepreneurs offer a cheaper and more convenient solution to the public’s drinking water needs than
bottled water or the use of household filters (Magtibay, 2018).
Purified water in 5-gallon (22.7 liters) containers is now supplied directly to people's homes by
the station, owing to customer convenience. Aqua Victa, a water refilling station in Dagupan City's
Tapuac District, will supply the amount of gallon slim containers needed by their clients for the day.
A Water Refilling Station can help a lot when it comes to people's livelihood, apart from being
cheap, it can save money compared to bottled water that is sold in malls or shops. Through the water
refilling station, it helps every family with their daily budget to survive.
Demand
The demand for water refilling stations is rising all the time. In terms of impurities eliminated,
the quality of filtered water meets national drinking water requirements and is much higher than the
quality of water provided by conventional water delivery systems. The government is restricting the
operation of water refilling stations due to waterborne diseases. The water supply, the house, the water
purification facility, the staff, and the handling of product water are all critical elements that must
conform with sanitation requirements and should be properly supervised.
Water refilling station is one of the most popular and well-known businesses today, apart from
the fact that it does not stop whether it rains or shines, it will still be looked at because people need clean
water. Apart from being clean, people also need it to be safe and healthy for their bodies. Water refilling
station not only helps to be wise in life which is saving, but then it also helps in good human health.
AREAS OF FEASIBILITY
A. Marketing
A.1 Consumer Analysis
The researchers target market are the residents and the businesses from Tapuac District and
Lucao. They also limited the permitted age bracket to those aged 20 and up since it is considered the
legal age. The researcher wished to provide a high-quality service at a low cost in order to please
customers. Aqua Victa has identified the above areas as possible markets because there is a vast
community that is interested in purchasing the delivered goods and services of this form of company.
Target Costumer
Aqua Victa is a licensed and regular water refilling company that will be situated in a residential
area in Tapuac District, Dagupan City, Pangasinan, along the highway and in front of the City
Astrodome. We were able to negotiate a long–term lease for a facility in a strategic position on a main
road, with the possibility of a long–term extension on attractive terms and conditions.
The advocates have regulatory support for the kind of business they choose to run, because it is
readily available, and we are thinking about it. We are in the water refill market to sell and deliver
filtered water to residential hotels, food establishments, homes, subdivisions, and manufacturing plants.
Product and Packaging
Figure.5.1 Product Packaging
The design of Aqua Victa’s packaging is very simple, but it catches the attention of customers.
The logo of product packaging helps attract consumers and persuade them to pick up a product that could
attain brand visibility. The purpose of the packaging is for consumers to know the general features of the
product; the logo, symbols, containers, and caption itself will let people identify the product offered by
the business. Customer service information like cellphones and telephone numbers also appears on the
packaging as a way to give consumers a way to contact the business and provide feedback or ask
questions.
Price
The prices of Aqua Victa’s refill for gallon round and gallon slim with faucet containers will
range up to 20 to 25 pesos. If clients are going to pick up their owned gallon containers, it will only cost
20 pesos per gallon. However, when it is for delivery, the clients will have to add up to 5 pesos delivery
charges with a total cost of 25 pesos. As for the new customers of Aqua Victa who have no available
containers with them, the business could provide a new set of gallon containers for only 170 pesos per
container, including the fill of purified water. Unlike Aqua Victa, other water refilling stations charge up
to 165 pesos per new gallon container without filling them up with water.
Price Strategy
As for the pricing strategies, like any other firm, Aqua Victa Water Refilling Station, gathered
information through surveying 384 people from the area where the firm will be located at. Based from
the survey, the researchers concluded prices that are not that high so that it can compete with nearby
station. In addition, the survey also concluded comments and suggestions so that the outcome of the
refilling station will attract more costumers and that it can reassure the owners that the costumers are
satisfied with their service.
Promotion
Aqua Victa's firm advertising relies on personal contacts. People in the vicinity of the firm's
position can technically speak about the newly formed business. The number of customers will grow year
over year due to personal touch, but Aqua Victa does not depend solely on personal interaction.
Somehow, the firm's stockholder devised an advertising strategy.
Since Water Refilling Stations do not often offer discounts, the business owners devised the
“Buy 10 plus 1” water discount. The customer will be given a card to ensure that they purchased water
that day or so. Any time they buy water, the front liner or the technical assistant will label or sign the
boxes inside the card, depending on which of the two is open. When all ten boxes have been
completely signed, the customer can choose whether or not to assert his/her free 1 container of water.
Following the claim of the free item, the box designated for the free item would be labelled so that the
customer can not need it for any free item. This marketing technique is only applicable in such situations.
This advertising strategy is only applicable on special occasions declared by the business.
Another idea of advertising is through display advertising, especially through flyers, leaflets,
posters etc.
Social Media Marketing
The researcher created their own Facebook Page and Instagram account to update their loyal
costumers. And according to Dan Gingiss 2017, When you interact with costumers on a one to- one basis
on social media, it makes them more loyal. Loyal costumers spend more with you, stay with you no
longer and tell their friends about you.
Public Promotional Events
To introduce and promote Aqua Victa, the researcher will use social media platform such as
Facebook and Instagram of the business so that people will be informed about the important details of the
product and will also give freebies if they buy a 10 gallon.
Direct Marketing
Word of Mouth - Surveys have also shown that consumers trust more the suggestions from
their family and friends compared to some advertising stunts. Thus, establishing a connection with your
consumers is the major aspect of marketing that you should give more attention to.
Flyers/Leaflets - The researchers will make printed materials available so that their target and
potential markets may become acquainted with them. This will be carried out every three months. The
printed budget is set at 1,000 pesos per quarter.
Figure 5.2 Flyers of the Business
Posters - The researchers will place posters on each pole as it will help to multiply the costumer.
There are a variety of ways to communicate with their target market, but one of the most beneficial is by
using large posters that can clearly display their message. When used correctly, posters can catch the eyes
of people and make them aware of a product or service that they wouldn’t otherwise have known about.
Figure 5.3 Poster of the Business
Business Card - Having a business card says a lot about of their business. When they hand one
over to a client, it demonstrates that they are reliable representative of their business which can leave a
lasting impression.
Figure 5.4 Business Card of the Business
PLACE
Figure 5.5 Place of the Business
This is where the researchers chose to build the business of this place because it was popular
before the pandemic, it used to be a Korean Restaurant that now doesn’t exist because of the pandemic.
The Water Refilling Station will be build here, it will not easily close down as long as water is one of the
essential needs of living things.
Location
Figure 5.6 Location of the Business
The Aqua Victa Water Refilling Station is situated in Tapuac District Dagupan City, Pangasinan
there are few water refilling station located in the area, thus giving them a competitive advantage.
Place Distribution
The researchers will build the water refilling station business where there are not too many
competitors. The competitors of this business are far from their place, so it is popular in this area and
other barangays. Due to the quality of service and reliable employees, this business is looking forward to
not only being able to supply water in that area but also in its neighboring areas.
B. Technical
Production Process
According to the Home Environment Center. The following are 10 Stages of Water Purification Process:
Figure 5.6 Purification Process
Step 1: Ion Exchange
This process effectively removes the minerals responsible for the pipe scaling and deposits and
removes various heavy metals such as lead, iron, mercury, and cadmium which may affect the public or
the consumer's health.
Step 2: Granular Activated Carbon
Once through with the ion exchange system, it goes directly to the carbon filtration process
which removes chlorine, pesticides, herbicides, and other organic contaminants.
Step 3: Sediment Filter
The five-micron sediment filter traps larger particles such as sand, dirt, or grit.
Step 4: Reverse Osmosis
Height pressure forces water across a membrane, leaving impurities behind, only pure water
crosses the membrane. Even the dissolved impurities which cannot be removed by conventional filtration
are captured and eliminated which then produces great-tasting water with a purity level that surpasses
spring water, mineral, or home filtered water.
Step 5: Five Micron Carbon Block Filter
This filter provides additional measure of adsorptive capacity for removing chlorine and organic
contaminants and serves as the final polishing vehicle, giving the water its “sweet water” taste.
Step 6: Ultraviolet Disinfection
The water passes through a chamber which houses a larger ultraviolet (UV) light for sterilization.
This is the first phase of chemical-free disinfection.
Step 7: Five Micron Sediment Filter
This filter is a protective device designed to maintain system integrity during servicing so that the
final product holding tank is not compromised.
Step 8: Ozonation
In this phase of purification and disinfection, ozone (o3) is circulated through the purified water.
Ozone is powerful and is capable of oxidizing a range of contaminants, impurities, and organisms – even
cryptosporidium and is not a stable state for oxygen, and over a few minutes, it returns to its natural
state.
Step 9: Storage and Recirculation
The water now moves into a storage tank of FDA approved food-grade material, where it
continuously travels through a recirculation loop. During recirculation, additional ozone is periodically
added to maintain the sterile, bacteria-free condition of the system.
Step 10: Purified Water Dispensing
The water dispensers use stainless steel on all water contact surfaces to add protection. As the
water passes through the dispenser into the gallons, enough ozone is present in the water to resanitize the
container.
Facility Layout
Figure 5.7 Aqua Victa Floor Plan
Figure 5.7 represents the company’s floor plan for the water refilling station designed by Mark
Joseph Resquid, an architecture student from Pangasinan State University Urdaneta. The Aqua Victa has
a two-water storage tank for the source tank and production tank. The equipment rack, where the
machine and equipment process the raw water to purified water. Moreover, the washing and refilling
counter where the finished product that will be ready for the receiving area.
Machineries and Equipment
 Machinery
Items Description Quantity
Ultraviolet Lamp
Table 5.1 Machinery

 Production Equipment
Items Description Quantity
Water Storage Tank
Reverse Osmosis System (complete with 1

membrane) stainless
Multimedia Sediment Filter (Automatic 1

Wash with stainless jacket)
Pressure Tank with pump 1
Ozone Pure 1
Polisher Carbon 1
Granular Activated Carbon (automatic 1

backwash)
Single softener with bypass, brine tank, resin 1
Magnetic flow meter 1
Table 5.2 Production and Equipment
Initial Investment
Initial Investment is the estimation of the project’s total cost. This is based on the materials,
supplies, machineries, equipment, building and labor needs to start the proposed business. Initial
asset requirements of the business are the primary needs to test its profitability and viability. The
business will be financed by the proponents, which is also the owners. The initial investment
cost is Php 521,184.67 and will be the total project cost of the business.
Investment Cost
Description Amount
Rent of the Building(3months) Php 10,000.00/month (3) Php 30,000.00
Machinery and Equipment Php 188,839.67
Business Permits and Other Legal Documents Php 9,250.00
Leasehold Improvement Php 50,000.00
Salaries Expense (3months) Php 95,760.00
Advertising Expense Php 5,000.00
Initial Supplies Php 29,965.00
Delivery Vehicle Php 75,000.00
Utilities Expense (3 months) Php 24,000.00
Cleaning and Hygiene Materials Php 4,370.00
Certification Course for Water Refilling Station and Php 3,000.00/person (3) Php 9,000.00
Plant Operators
TOTAL Php 521,184.67
Table 2.1 Investment Cost
Machinery and Equipment
Description Units Price Amount
Water Storage Tank 2 Php 9,620.21 Php 19,240.42
Reverse Osmosis System 1 Php 73,788.40 Php 73,788.40
Multimedia Sediment Filter 1 Php 24,272.50 Php 24,272.50
Pressure Tank with Pump 1 Php 3,883.60 Php 3,883.60
Ozone Generator 1 Php 4,475.85 Php 4.475.85
Polisher Carbon 1 Php 70.40 Php 70.40
Granular Activated Carbon 1 ton Php 36,408.75 Php 36,408.75
Single softener with bypass, brine tank, resin 1 Php 14,563.50 Php 14,563.50
Magnetic Flow Meter 1 Php 12,136.25 Php 12,136.25
TOTAL Php 188,839.67

Table 2.2 Machinery and Equipment
Equipment is expected to have a service life of 10 years and 5% residual value. The proponents
used a straight-line method to calculate depreciation.
Description Amount
Water Testing Php 2,000.00
Business Permit Php 5,000.00
Sanitary Permit Php 90.00

Business Permits and
Other Legal Documents

DTI Php 500.00
BIR Php 500.00
BMBE Certificate Php 1,000.00
Barangay Clearance Php 160.00

TOTAL Php 9,250.00

Table 2.3 Business Permits and Other Legal Documents
Labor Requirements
Wages: Direct/Indirect
Position No. of Workers No. of Working Salary Per Day Salary Per Month
Days A Week
Manager 1 7 Php 220.00 Php 6,160.00
Administrative 1 7 Php 200.00 Php 5,600.00

Assistant
Bookkeeper 1 7 Php 170.00 Php 4,760.00
Front Liner 1 7 Php 180.00 Php 5,040.00
Technical Assistant 1 7 Php 190.00 Php 5,320.00
Delivery Man 1 7 Php 180.00 Php 5,040.00
TOTAL Php 31,920.00
Table 2.4 Salaries Expense
Advertisement
Description Price Quantity Total Amount
Leaflets Php 1,000.00 per rim (500 pcs.) 1 Php 1,000.00
Posters Php 50.00 (18”x24”) 20 Php 1,000.00
Business Cards Php 10.00 300 Php 3,000.00

TOTAL Php 5,000.00

Table 2.5 Advertisement Expense
Description Unit Price Total Amount
Ballpen 1box Php 45.00 Php 45.00
Calculator 1 Php 420.00 Php 420.00
Record Book 2 Php 50.00 Php 100.00
Tables 2 Php 1,500.00 Php 3,000.00
Chair 4 Php 850.00 Php 3,400.00

Initial Supplies
Gallon Round 50 Php 130.00 Php 6,500.00
Gallon Slim with faucet 100 Php 150.00 Php 15,000.00
Plastic Seal 10pad Php 150.00 Php 1,500.00

TOTAL Php 29,965.00

Table 2.6 Initial Supplies
Description Unit Price Amount

Delivery Vehicle
CT 100 motorcycle 1 Php 50,000.00 Php 50,000.00
Side-Car 1 Php 25,000.00 Php 25,000.00

TOTAL Php 75,000.00

Utilities Monthly Cost
Electricity Php 6,000.00
Table 2.7 Delivery Vehicle
Electricity and Water Expense Water Php 2,000.00
TOTAL Php 8,000.00

Table 2.8 Utilities Expense
Cleaning and Hygiene Materials
Description Unit Price Total Amount
Floor Mop 1 Php 250.00 Php 250.00
Broom 2 Php 60.00 Php 120.00
Trash can 2 Php 200.00 Php 400.00
Dust pan 2 Php 50.00 Php 100.00
Feather duster 2 Php 100.00 Php 200.00
Rags 10 Php 10.00 Php 100.00
Soap 10 Php 20.00 Php 200.00
Alcohol 3 gallons Php 620.00 Php 1,860.00
Hand Sanitizer 2 gallons Php 200.00 Php 400.00
Sponge 4 Php 65.00 Php 260.00
Cleaning Brush 4 Php 120.00 Php 480.00
TOTAL Php 4,370.00
Table 2.9 Cleaning and Hygiene Materials
C. Management or Organizational
Management Team
Aqua Victa is a general partnership that consists of seven partners namely Argel Joseph Quilaton,
Bernalyn Andaya, Samantha Paula Bucao, Nica Mae Castro, Ana Marie Cera, Ashley Nicole Martin, and
Cresha Louise Pagad. All of the partners are responsible to run the operation of the business. Aqua Victa
is a water refilling station business that produces and sells a purified water to the customers.
Duties and Responsibilities
Job Job Description Job Qualification
 Responsible for overseeing the day-to-  Graduate of a four-year
day operation of the business at least business course

General Manager four hours a day.  Strategic planning skills
 Ensures that the business meets the  Interpersonal skills
required safety, sanitation, and health  Leadership skills
standards.
 Establish strategic activities that will
lead to increase in sales.
 Responsible for training, evaluation,
and assessment of the employees.
 Ensure excellent service and customer
satisfaction.
Administrative  Responsible to handle cash from the  Senior High Graduate
Assistant sales.  Excellent time management,
 Answer phone calls and organize the communication, and multi-
schedule of delivery. task skills
 Maintain supplies inventory by  Basic math and Microsoft
checking stock to determine inventory Office skills
level.
 Ensure operation of equipment by
completing preventive maintenance
requirements; calling for repairs;
evaluating new equipment and
techniques.
 Responsible for preparing a summary  At least Senior High
report of the financial statements. Graduate
 Ensure to get paid on time and pay the  Proficiency in Microsoft

Bookkeeper
bill on time. Excel
 Collect sales tax and process payroll.  Basic accounting knowledge
 Maintain monthly budget and record and produce work with a
daily transactions. high level of accuracy
 Assist the manager with any tasks that  At least High School
are assigned to the front liner. Graduate

Front Liner  Responsible to respond to customer  Ability to work under
inquiries. pressure and knows how to
interact with customers
 Providing technical assistance with  Senior High Graduate
equipment operation.  Ability to read and interpret
Technical  Cleaning of technical equipment. technical data
Assistant  To equip the business with the most up-  Knows the equipment
to-date processes and policies that can operation
help to reduce costs and expenditures.
 Report the orders of the customers and  At least High School
defects of the equipment. Graduate
 Concerned with customer satisfaction  Has a driver license
Delivery Man and well-mannered client-approach.  Knows how to interact with
 Assist in loading and unloading treated customers
water.  Physically strong
 Knows how to drive any kinds of
vehicle.
 Assist to operate water station
equipment.
Table 5.2 Duties and Responsibilities
Work Schedule
M T W Th F Sat Sunday
Manager 9:00 am – 10:00 am 9:00 am 10:00 9:00 am 10:00 am 9:00 am

2:00 pm – 3:00pm – 2:00pm am – – 2:00 – 3:00pm – 2:00pm
3:00pm pm
Administrative 8:00 am – 8:00 am – 8:00 am 8:00 am 8:00 am 8:00 am – 8:00 am

Assistant 5:00 pm 5:00pm – 5:00pm – – 5:00 5:00pm – 5:00pm
5:00pm pm
Bookkeeper 8:00 am – 8:00 am – 8:00 am 8:00 am 8:00 am 8:00 am – 8:00 am

5:00 pm 5:00pm – 5:00pm – – 5:00 5:00pm – 5:00pm
5:00pm pm
Front Liner 8:00 am – 8:00 am – 8:00 am 8:00 am 8:00 am 8:00 am – 8:00 am

5:00 pm 5:00pm – 5:00pm – – 5:00 5:00pm – 5:00pm
5:00pm pm
Technical 8:00 am – 8:00 am – 8:00 am 8:00 am 8:00 am 8:00 am – 8:00 am

Assistant 5:00 pm 5:00pm – 5:00pm – – 5:00 5:00pm – 5:00pm
5:00pm pm
Delivery man 8:00 am – 8:00 am – 8:00 am 8:00 am 8:00 am 8:00 am – 8:00 am
5:00 pm 5:00pm – 5:00pm – – 5:00 5:00pm – 5:00pm

5:00pm pm
Table 5.6 Work Schedule
Organizational Chart
Figure 5.8 Organizational Chart
The organizational chart includes the manager, administrative assistant, bookkeeper, front liner,
technical assistant, and delivery man. The manager of the business is Ms. Samantha Paula Bucao, and the
administrative assistant is Ms. Ana Marie Cena. Moreover, Ms. Ashley Nicole Martin is the bookkeeper
of Aqua Victa. The remaining partners of the team are Mr. Argel Joseph Quilaton, Ms. Bernalyn Andaya,
Ms.Nica Mae Castro, and Ms. Cresha Louise Pagad, are the capitalist of Aqua Victa. Lastly, the business
would hire those three available positions.
Conclusion
Water is essential for our living. Main reason why the proponents came up to the idea of
providing good source of safe drinking water that will be called Aqua Victa. Aqua Victa is a water
refilling station located at Tapuac District, Dagupan City, Pangasinan (along the highway, in front of City
Astrodome, near LNU). The business is into business-to-business (B2B) and business-to-consumer
(B2C) transactions. The target market of the business are the people residing in Dagupan most
specifically the people and establishments around the area, and as well as the passers-by. Aqua Victa is in
a general partnership that consists of the proponents (7) and will equally divide the needed investment for
the business. The business aims to provide sustainable and safer source of purified drinking water for
everyone without spending much of the customer’s income. The business is expecting to increase the
sales by 20% every year and for possible expansions in the future. The proponents will continuously
work to provide safe and suitable drinking water and great service to gain customer’s loyalty.
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Kingfisher School of Business and Finance

1131 McArthur Hi-way Lucao District, Dagupan City

Mr. Joshua M. Bileg

Quilaton, Argel Joseph A.

A. Background of the Study 5

B. Scope and Delimitation 7

C. Significance of the Study 8

CHAPTER II Company Profile 10

Description of the Company 10

The Company Logo 10

A. Business Concept Description 12

B. The Description of the Products/Service (Value proposition) 13

CHAPTER III Review of Related Literature and Studies 20

Foreign Studies and literature 21

Local Studies and Literature 30

CHAPTER IV The Methodology 22

B. Subject and Participant of the Study 22

C. Data for Gathering Tools 22

D. Data Gathering Procedure 23

CHAPTER V Industry Analysis 26

The Description of the Market (Opportunity or Supply Gap) 27

A.1 Consumer Analysis 29

A.2 Product and Packaging 30

A.4.1 Social Media Marketing 32

A.4.2 Public Promotional Events 32

A.4.3 Direct Marketing 32

B.1 Production Process 35

B.2 Facility Layout 38

B.3 Machineries and Equipment 38

B.4 Initial Investment 40

C.1 Management Team 49

C.2 Duties and Responsibilities 49

C.3 Work Schedule 52

C.4 Organizational Chart 53

an effective and positive working culture of its employees.

A. Background of the Study

improved water resources, mostly in rural communities.

to the other businesses that need a supply of water.

B. Scope and Delimitation

C. Significance of the Study

The following are the factors that affect this study:

and producing quality drinking water.

they could drink that is safe from any hazards.

the amount of supplies needed for the business.

Description of the Company

consider safety precautions, attendance, compensation and sanitation of the employees.

the area around Tapuac and Lucao residents.

The Company Logo

Figure 2.1 The Logo of the Business.

professionalism, and reliability of the products.

(PNSDW) in providing a high-quality processed water to the community;

 To increase access to sustainable and safer water;

 To improve continuously through regular performance reviews.

among its customers.

A. Business Concept Description

Description of product and services

be at risk of contracting diseases such as Cholera.

Overview of target market

purified water to the following groups of people:

 Events and Celebrations

B. The Description of the Products/Service (Value proposition)

the customers an effective and positive working culture of its employees.