I.

PRODUCT / SERVICE FEASIBILITY

A. Name of the Proposed Product / Service

LA BENIÑA POWDER HANDWASH

B. Brief Description of the Proposed Product / Service

BAFF Matrix
Benefits Advantages Feature Function

1. La Beniña’s 1. La Beniña handwash 1. All ingredients are 1. La Beniña handwash

handwash is an has a packaging that is
anti-bacterial and unique and reusable,
anti-oxidant powder Singaporean consumers
handwash infused can use it again for any
from organic purpose. It is also very
ingredients that hygienic and can
would leave the prevent the spread of
hands feeling the virus due to its
cleaner and better single-use paper sachet
without stripping the packaging.
moisture barrier of 2. La Beniña handwash
the hands of any soap contains organic
consumers. ingredients that are not
2. This handwash will harmful to sensitive skin
help consumers fight and do not contain
against any disease chemicals that may have
causing germs a bad effect on the skin
especially during this and the environment
time of pandemic. unlike any existing hand
3. Consumers will learn soap product.
to practice how to 3. La Beniña products
reuse products and have a sustainable
apply having a packaging that does not
zero-waste behavior. contribute to the billion
waste packaging that
damages the
environment.
safe for all skin types was made to have a
of every consumer. trouble-free method of
2. Primary packaging is wiping out dirt, germs,
a tin container that can or bacteria from your
be reused by hands whenever and
consumers and the anyplace you are.
secondary packaging is 2. Since the hand is the
a paper sachet. dirtiest part of the
3. All products are body, this La Beniña
infused with organic hand wash can help
extracts and prevent the spread of
ingredients that are any virus
natural and relaxing to especially during this
the mood of every pandemic that we
consumer. are all still facing.
3. It can leave you a
moisturized hand
because of
organic ingredients
that are utilized to
make it.
 Sketch/Drawing of Product

Primary Packaging: TIN BOX Secondary Packaging: PAPER SACHET

Dimensions Dimensions
● 9 x 7cm ● 9cm x 7cm
● 40 grams ● 2 grams

C. Uses of the Product / Service

Various types of bacteria and viruses are present around the environment. They contain
sticky nanoparticles that need intervention such as the properties found in a hand wash and/or
soap. Although water may rinse off the dirt, molecules found in soap may penetrate any bacteria
and viruses thriving in the hands of a human being including COVID-19. (United Nations
Educational, Scientific and Cultural Organization, 2020). This proposed product does not only
keep hands germ free but also contributes to lessen any illnesses that can cause serious health
conditions on a human being. The COVID-19 pandemic made humans aware and mindful of their
own sensitivity, vulnerability, and taught of different justifiable precautionary measures. Despite
the ongoing battle against the virus, sustainability must also come in place as global disruption
severely damages the lives of many. The packaging of the proposed product aims to be
eco-friendly to practice sustainability and good stewardship towards the environment and as well
as promoting a zero-waste clean living environment.
 In the table below, it shows the two (2) types of usage that the Powder Handwash by La
Beniña can contribute to a consumer and in the environment respectively.
Primary Usage Secondary Usage
(Handwash) (Packaging)

Health and Immune System Environment

1. It can reduce diarrheal illness that severely
weakens the immune system by 58%.
2. It can gastrointestinal illness in children who
attends school by 29% to 57%
3. It can reduce the number of people who get
sick caused by diarrhea by 23% to 40%.
4. It can reduce respiratory illness that causes
colds and other sickness by 16% to 21%.
1. It can reduce the use of resources by the
amount of energy it takes to create the
packaging of the product.
2. It can reduce carbon footprint.
3. It is free from toxins and allergens that leads
to the consumer having a healthy lifestyle as
well as benefiting the environment.
4. It reduces the usage of plastic materials that
can lessen the clog that exists in rivers and
oceans.

D. Product / Service Desirability

Description of product
La Beniña is a gentle powder formula handwash that creates a luxurious foaming lather
when mixed with water. It leaves the hands feeling cleaner and better without stripping the
moisture barrier of the hands of any consumers that would use the product. It is halal and
hypoallergenic and has antibacterial and antioxidant properties. Existing hand wash products in
the hygiene industry mostly contain chemicals that may have bad effects on the skin and the
environment. Additionally, the packaging of the existing hand wash products are mostly made
out of plastics. Unlike the existing hand wash in the market, La Beniña hand wash is a hygiene
product that is made of eco-friendly ingredients and packaging. The formula of La Beniña
handwash is made out of organic ingredients that are not harmful to the environment, specifically
the ocean once the water is flushed out in the drainage system. The primary packaging of La
Beniña handwash is a reusable tin container and secondary packaging is a biodegradable paper
sachet that helps lessen plastic waste in the world.

Target market
La Beniña handwash caters to Singaporean consumers that has organic and Halal
ingredients in an eco-friendly packaging. La Benina targets the Sinagporeans whose age gap is
from 15-65 years old. These persons might be a student, in a working field, single/married.
Singapore may have a small population however it doesn't affect their performance of having
growth in their economy. In fact, it is ranked as the 2nd out of 190 countries in the World Bank’s
Ease of Doing Business Index (Doing Business) in 2020. Singapore has a high end market that is
best fit for La Benina’s high quality hand product. In addition to that, Singapore is a member of
ASEAN as well as the Philippines, therefore it is easier and less hassle to trade products with.
There are also lesser expenses for the transportation and exporting costs because geographically
speaking Singapore is not so far from the Philippines, it actually takes 3 hours travel only to get
there.

Singaporean Population 5, 987, 942

Male Population 3, 018, 513

Female Population 2, 969, 429

Age of Targeted Population 15 years old up to 65 years old

Targeted Population 2, 920, 000

Data as of 24th of May 2021 at 4:30 in the afternoon, Philippines Time

Benefits of product
According to Prabhakar (2020) in Beat the Microbead Organization, the cosmetics
industry produces more than 120 billion units of packaging per year around the world. Just 9% of
all plastic waste generated has been recycled, with another 12% incinerated, and the remaining
79 percent ending up in landfills, dumps, or the ocean. When it comes to beauty packaging, 95%
of it is discarded after one use, with just 14% of plastic making it to a recycling center. Aside
from this, many of the ingredients used in existing antibacterial hand wash products such as the
chemical triclosan are harmful to the environment. With that being said, La Beniña made an
innovation creating a powder form handwash that is activated with water and is more
environmentally friendly than their liquid counterparts. La Beniña hand wash is an anti-bacterial
hand wash that helps the consumer fight against the virus that we are dealing with in the present
time. The ingredients of La Beniña handwash doesn’t contain any chemical ingredient that is
harmful to the environment and skin. The formula of La Beniña handwash is purely made out of
vegan and organic ingredients, making it halal and eco-friendly product. Aside from the
ingredients, the packaging of La Beniña hand wash is also made out of eco-friendly materials,
specifically reusable tin containers and biodegradable paper sachets. This product will not benefit
only the consumer but also the environment.

Position of product compared to existing

In 2020, the outbreak of COVID-19 resulted in a surge in sales of various hygiene
products in Singapore. There are many existing brands of handwashing products in the Singapore
market, however these are all in bar or liquid form. Bar soaps are unhygienic to use since
bacterias may be transferred from one another when using the same bar soap. On the other
hand, liquid hand wash is non-eco-friendly due to its plastic container and packaging. Both
antibacterial bar soap and liquid hand wash existing in the market contain chemicals such as
triclosan that are bad for the environment. Powder hand wash can then substitute these two
forms of hand wash. La Beniña powder handwash is made out of organic ingredients in a paper
sachet packaging making it eco-friendly. Aside from this, La Beniña powder handwash is hygienic
to use since it is divided into single-use sachets. Additionally, La Beniña powder hand wash is
very travel-friendly compared to the existing hand wash in the market that are in bottles since La
Beniña packaging is small and flat. Since Singapore is a high-end market, our product will be
positioned as a high-end product. The ingredients to be used in making the powder hand wash
will be high-quality organic ingredients and the packaging will be high-quality paper sachet and
tin can.

Based on the data of Euromonitor, the top three brands of hand wash in Singapore are
Dettol of Reckitt Benckiser Group Plc, Lifebuoy of Unilever Group, and Kirei Kirei of Lion
Corporation.
Existing Product in Singapore Description

Dettol Liquid Hand Wash kills 99.9-percent of germs.

Ensuring proper hand hygiene habits with Dettol Liquid
Handwash can act as the first line of defense in protection
from various illnesses. Specially formulated pH-balanced
formula for all skin types and easy to use bottle with pump
format. Original Pine Fragrance makes you feel amazingly
clean and protects your hands for a hygienic, healthy and
refreshing feeling every day.
Dettol (Reckitt Benckiser Group Plc
(RB))

Lifebuoy Total 10 Germ Protection Hand Wash contains the

patented ingredient, Active Natural Shield, ensuring your
hands are clean and protected against germs. The Active
Silver Formula is proven to remove 99.9% of germs in just
10 seconds.

Lifebuoy (Unilever Group)

Kirei Kirei Anti-bacterial Foaming Hand Soap has a unique

Kirei Kirei (Lion Corp)
foaming property and anti-bacterial formulation. Provides
effective protection against bacteria with anti-bacterial
formulation from Lion Japan, yet is mild on skin with 100%
cleansing ingredients from plants. Dispenses creamy foam
that helps to clean all parts of hands easily and more
thoroughly than ordinary liquid hand soap. Cares for delicate
skin with mulberry extracts that are naturally high in
antioxidants and rich in Vitamins and leaves a sweet berry
fragrance after wash.

Brief description of management team

La Beniña is a small start-up company founded in October of 2019 by four (4) third-year
Export Management students of De La Salle - College of Saint Benilde. The four co-founders are
Kimberly Ann C. Capapas, Paulyn P. Esparcia, Yzza Elaine B. Maderazo and Angelina S. Wu. La
Beniña is a company that strives to promote locally sourced ingredients in the Philippines that are
not popularly known but has great potential capabilities with an advocacy of “BEAUTIFYING YOU.
BEAUTIFYING NATURE.” with every purchase of their product because every product is designed
to make every consumer feel beautiful and great about themselves while using sustainable
products that are not harmful to the environment and contribute to the healing and restoration of
nature. The team started by developing a lip line product that caters to female Asian consumers
that contains organic and Halal ingredients in an eco-friendly packaging.
Team Members Position Attributes Responsibility

● Strategic mindset ● Do, Manage and

● Financial foresight oversee financial
Chief ● Accounting and accounts,
Marketing financial competence reporting and
Officer ● Deep understanding of accounting
business ● Ensure the budget,
● Integrity and ethical expenditures, and
standards investments
● Risk-taker ● Analyzing the
business’ purchasing,
income and
profitability
● Thrive on collaboration
● Adaptable ● Oversee plans,
Chief ● Creative development,
Executive ● Great communicators and execution
Officer ● Analytical of marketing
● Data-driven and advertising
initiatives
● Generate revenue
and increase sales
through
market research,
pricing and public
relations
● Ensure that product
message is
● Adaptable distributed in
● Analytical different channels
● Good communicator
● Competent ● Implement strategic
● Visionary goals and objectives
● High emotional by giving right
intelligence direction and
discipline
● Leads and manages
all the department
and its operations
● Holds full
accountability
in every aspect

● Strategic ● Design and

● Obsessive organization
● Drive for perfection
● Data-driven
● Create efficient
processes
● Practical visionary
implement business
strategies, plans and
procedures
● Set comprehensive
goals
for performance and
 growth
● Establish policies that
promote company
culture and vision

E. Product / Service Demand

The group was not able to conduct a survey of the Singaporean market since the group
does not have any connections with Singaporean nationals. Instead the group conducted a
survey locally to know the demand of the proposed product. Based on the result, most of the
respondents wash their hands more than three times a day (86.7%), 10% of the respondents
wash their hands three times a day, and the remaining 3.3% wash their hands two times a day.
Most of the respondents (96.7%) purchased hand wash during the COVID-19 pandemic while the
remaining 3.3% do not purchase hand wash. 50% of the respondents purchases hand wash once
a month or more during the COVID-19 pandemic, 33.3% purchases every 2-3 months, 6.7%
purchases every 4-5 months, 3.3% purchases every 6-8 months, also 3.3% purchases every 9-12
months, also 3.3% purchases hand wash less frequently than once a year. 66.7% of the
respondents indicated that they are using liquid soaps while 33.3% are using bar soaps.
However, 86.7% of the respondents are willing to try powder hand wash if it is available in the
market. The quality in hand wash that most of the respondents are looking into when purchasing
hand wash is natural ingredients (80%), followed by price (73.3%), followed by scent (66.7%),
followed by eco-friendly packaging or ingredients (56.7%), and lastly the packaging or labeling
style (40%). The feature of hand wash that most of the respondents are looking into when
purchasing hand wash is antibacterial (90%), followed by moisture (63.3%), followed by organic
ingredients (53.3%), followed by fragrance free (33.3%), and lastly antioxidant (30%). The
feature of hand wash packaging that most of the respondents are looking into when purchasing
hand wash is hygienic (86.7%), followed by travel friendly (76.7%), followed by eco-friendly
(73.3%), followed by lightweight (60%), lastly reusable (53.3%). The top three hand wash
fragrance that the respondents like is orange (63.3%), papaya (46.7%), and watermelon
(46.7%). 50% of respondents strongly like the hygienic paper sachet packaging of the proposed
powder hand wash, 26.7% like, 20% neutral, and only 3.3% strongly dislike. Among the five
eco-friendly primary packaging shown to the respondents, most of the respondents (26.67%)
prefer primary packaging 4 which is a tin box container. The survey shows that the proposed
product is a potential product during the COVID-19 pandemic because most of the people right
now are purchasing hand wash and are willing to try powder hand wash when it exists in the
market. People right now look into antibacterial hand wash that has natural ingredients and is in
hygienic packaging. The proposed product met this preference since La Beniña hand wash is
made out of organic ingredients and is in a hygienic single-use paper sachet packaging. Most of
the people prefer orange fragrance for hand wash, La Beniña hand wash also met this preference
since one of the main ingredients of La Beniña hand wash is orange peel powder.

II. INDUSTRY / TARGET MARKET FEASIBILITY

A. Target Market Attractiveness

Singaporean Population 5, 987, 942

Male Population 3, 018, 513

Female Population 2, 969, 429

 Age of Targeted 15 years old up to 65 years old
Population

Targeted Population 2, 920, 000

Data as of 24th of May 2021 at 4:30 in the afternoon, Philippines Time

i.Primary Target Market

SINGAPOREAN MALE AND FEMALE AGES 15 YEARS OLD UP TO 65 YEARS OLD

La Beniña chose to export their zero-waste powder handwash in the country of
Singapore. It targets the Singaporean male and female as this product is a necessity to any type
of sex. It focuses more on ages 15 years old up to 65 years old which contain 48.76% of the
current number of population in Singapore. Despite the various ethnic groups, religions,
language and social status in Singapore, the country remains diverse. Singaporeans share a lot of
common needs and interests.they all gave attention in health and wellness even before the
pandemic came, and that market increased more rightnow that the world is facing a health
problem. In fact, the rapid growth of this market in Singapore will continue to perform in 2029
according to market insights firm, Fitch Solutions.

Consumer Behavior
This pandemic changes the behaviour of each consumer in purchasing the product that
will satisfy their needs and wants. Singapore comprises different nationalities: 74.3% of the
residents are Chinese, 13.4% are Malays and 9% are indian.12.8% of the population is between
0 and 14 years old, 15% of the population is between 15 and 24 years old, 50.7% is between 25
and 54 years old, 10.6% of the population is between 55 and 64 years old and 10.9% is 65 years
old or older. La Beniña zero-waste powder hand wash targets both male and female with the
ages ranging from 15 to 65 years old. Consumers in Singapore enjoy a higher standard of living
and are fans of purchasing foreign products. They like to experiment to use new products
especially if they are receiving a good quality product or services. When they are making
purchasing decisions they keep in mind the factors of the product/service quality and prices.
Online shopping is the trend in the present time especially that the country is in the midst of the
pandemic. The ranges between 15 to 65 years are most likely to purchase the product because
they are somehow a student, working professionals or business owners. Hygiene products are a
trend in the country because people are aware that viruses exist and purchasing products that
can prevent viruses is a necessity to them. La Beniña zero-waste handwash powder is also new
to the market because of its ingredients and packaging. Most hand wash that exists in the
country is a liquid soap and bar soap. La Beniña handwash can catch the attention of the
Singaporean because of their interest in purchasing something new especially during this
pandemic times.
 Source: Euromonitor International Lifestyles Survey 2020

The table above shows the consumer activities based on the survey (2020). One of the
leading in the survey that the consumers usually do is browse online. It is an opportunity for new
businesses to catch the attention of the Singaporean through online businesses. This would also
help the businesses who would try to enter the market to create an awareness of the product
that consumers might purchase.

Source: Euromonitor International Lifestyles Survey 2020

The table above shows the environmental and sustainable habits of Singaporeans. The
top five (5) habits that the citizens practice are (1) recycle items, (2) reduce plastic use, (3)
reduce food waste, (4) use of sustainable packaging, and (5) use more energy efficient products.
ii.Secondary Target Market

SINGAPORE
Singapore is a city-state found at the southern tip of Malay Peninsula that consists of 60
small islets and a diamond-shaped island. This country is considered to be the biggest port in the
Southeast Asia region and one of the many busiest countries in the whole world (Ho, et.al.,
2021). Throughout the whole year annually, the country experiences consistent precipitations
and high temperatures. It has a gross national income of $54,530.00 USD per capita making it a
high-income economy. Singapore ranked number one by having a competitive economy and is
popularly known as the “most business-friendly regulatory environment” (World Bank Group,
2021).

Market Potential Evaluation

 Development, innovation, and technology are the things that Singapore intends to have
as their foundation for a new and future economy in the next generations to come. In 2022, the
economic growth is forecasted to continue by 3.6% increase and then followed by 2025-2028
with a 2.0% increase annually. The demand for bar and liquid soaps will consistently and
continuously rise even if vaccines are rolled-out and completed because anti-bacterial products
remain to have a competitive advantage in the market. In addition, during the year 2020, the
competition in Beauty and Personal Care, Hygiene and as well as on Bath and Shower has shown
to be competitive and increasing. Brands and companies are developing innovative and new
product innovations for the overall protection of health and well-being of consumers and shifting
towards cleaner and greener product concepts to show the concern in the environment during
this pandemic. Purchasing decisions of consumers will greatly focus on hygiene products even in
the early years of the forecast period.

Export Industry
In the whole world, Singaporean market is known to be very competitive and open. This
country is considered to be the most dependent country when it comes to export products in the
Asian region (Eghbal, M., & Euromonitor, 2021). During the year 2019, the Gross Domestic
Product (GDP) of exports in Singapore is at 105% reflecting and proving that the country is a
re-export hub.

Total Foreign Trade: 2014-2020

Source: Euromonitor International from national statistics/OECD/IMF

Beauty and Personal Care Industry (includes hand wash products)

In this industry, hand sanitizing and hand washings have been a dominant player in the
market seeing a positive dynamic growth in sales and revenue. Consumers purchase products
with at least 60% rubbing alcohol content to keep hands free from any bacteria, germs, and
viruses that may contain the COVID-19 strain or any other microorganisms that may cause
illnesses and/or even cause death. Wellness has really performed high demand from Singaporean
people. As a Korean hair and body wash brand Kundal had succeeded in entering the market of
Singapore, with a brand recognition of utilizing natural and organic resources in their product.
This only determines how Singaporean consumers are willing to entertain start -up businesses
with eco-friendly and natural made products like La Beniña zero waste powder hand wash.
Aside from that, Singaporean consumer’s buying behavior is also impacted by the fragrance or
aroma of the soap. This health pandemic has served to put a considerably more prominent
spotlight on health and the utilization of regular fixings and plans and as such this will probably
stay a critical concentration for producers heading into the figure time frame.

Sustainability
In a study stated by Euromonitor and Elster (2020) 58% of the respondents are
preoccupied with the thought of climate change having a huge impact on their lives especially in
the future during this pandemic. Singaporeans are very concerned when it comes to keeping
their environment clean and green with almost 70% of the local residents desiring to minimize
the use of single-use plastics. Citizens in the said country are wishing companies to do effective
 and efficient actions towards a more sustainable solution with regards to goods and/or services
being offered in the market. COVID-19 outbreak makes the consumers values and attitudes to
purchase products towards sustainability. During this COVID-19 sustainability towards bath and
shower has been accelerated due to the demand also of the consumers. One example of the first
sustainable store that opened in Singapore is The Body Shop. They use materials that can be
recycled and not harming the environment. There are a lot of shops that are leading toward
sustainability. The growing shift to sustainability shows how products are produced and the
decisions of consumers. La Benina Handwash powder is a sustainable product that Singaporean
may look into specifically for the packaging since they want to achieve sustainability.

COVID-19 Pandemic
In Singapore, the pandemic caused a lot of citizens to do good hygiene practices and
standards leading to products having a huge amount of sales in bar and liquid hand soaps. Both
bar and liquid hand soaps were seen to have a great amount of sales even before the lockdown
in Singapore was introduced. Although bar soaps experienced a positive impact on sales because
of its affordability and ease of access to consumers, liquid hand soaps had shown to be more
dominant in the market because of two (2) factors such as convenience of usage and having a
hygienic image. To gain the attention of consumers, Singaporean brands and companies focused
their products on having anti-bacterial and immunity related properties. Mostly, Beauty and
Personal Care and Hygiene products focused on four (4) marketing campaigns such as “kills
99.9% germs”, “germ protection” and “immunity boosting”.

B. Industry Attractiveness
La Beniña powder handwash is new to the market. Many kinds osoap exist but La Beniña
handwash is different because of its ingredients, the kind of hand soap it is and its eco-friendly
packaging. Knowing the market and its competitors is significant to a new starting up business.
This would help the organization team to determine the market they are entering and they can
develop different strategies to make the powder hand wash known to the market they have
chosen. With the help of Michael E. Porter five forces that were developed in 1979, the team use
this framework to easily understand the market they are entering. This framework would help the
team to assess and evaluate their strength to their competitors and their position to the business
organization. Listed below are the Porter’s five forces of La Beniña powder handwash

Porter’s Five Forces Analysis

Looking into the industries of Singapore, the

Competitive Rivalry
hygiene industry is extremely competitive. It
is because of a number of reasons that many
businesses and start-ups are starting to
engage in the hygiene industry. This
pandemic gives opportunities to people to
create a product or service that will satisfy the
needs and wants of the consumers. Hygiene
industry has been growing sales during this
pandemic. Many businesses create products
and services that are related to hygiene that
will prevent the spread of the virus. This is
significant to the present time that is why it is
highly competitive. Many consumers purchase
from this industry because of their needs in
fighting the virus. This also shows that the

Bargaining Power of Supplier
Bargaining power of Customer
Threat of Substitutes
Threat of New Entrants
rivalry among its competitors in the hygiene
industry is high.
As this pandemic starts all over the world, the
hygiene industry becomes trendy and in need
of the consumers. Many businesses start with
this industry. That is why the bargaining
power of suppliers is low. It is because there
are plenty of suppliers in the market to supply
raw materials to soap producing companies.
Especially now that the country is facing the
pandemic and many businesses about hygiene
exist suppliers also increase. It is because
competitors have a plenty of choices of the
suppliers on their products, specifically soap
because it is one of the necessities of the
individual in the present time.
Given that La Beniña has a business to
Consumer market, wherein customers in
Singapore are millions of people. Therefore ,
the bargaining power of customers is low . It
indicates that customers do not have the
power to put pressure on negotiating prices of
La Beniña hand wash product when it enters
the market. However, La Beniña should be
open in considering that there’s also a lot of
companies operating in the market, customers
know they have plenty of choices.
A powder soap is very new to the market of
Singapore in terms of hand wash products
because the common that they have are bar
and liquid soaps. That’s why in the matter of
differentiation and unique value proposition,
La Beniña handwash will surely attract
customers.Yet, it is likewise evident that it has
alternatives or substitutes in the market which
are as of now settled and been in the
business sectors quite a while past. So, the
threat of substitutes of La Benina hand wash
in Singapore is relatively high.
Hand wash soap is included in the hygiene
industry which is an everyday necessity of a
person in any country. In addition to that,
Singaporeans have increased their interest in
health as well as hygiene, even before the
pandemic happened. Therefore, the threat of
new entrants of La Benina hand wash in
Singapore is low. Despite the large number of
competitors in that country, La Benina can still
 enter the hand wash industry easily because
of the differentiation, brand recognition and
quality of its product.

C. Agencies Involved in Exporting

Exporting Agencies under the Philippine Government

1. Bureau of Customs
This government agency is under the Department of Finance that carries duties and
responsibilities under the Customs Modernization and Tariff Act (RA 10863). Two
examples of their duties and responsibilities are: (1) facilitation and security of
international trade and commerce through an informed compliance program and (2)
simplification and harmonization of customs procedures to facilitate movement of goods
in international trade.

2. Bureau of Internal Revenue

This is mandated by law to assess, collect, and handle charges, fees, internal revenue,
and taxes favored by the courts and Court of Tax Appeals in the Philippines.

3. Philippine Exporters Confederation Inc (PHILEXPORT).

This is a non-profit organization under the Export Development Act of 1994. It provides
export advisory services and facilitation services in both public and private sectors
(agencies, clients, foreign buyers, and members).

4. Philippine Exporter-Import Credit Agency

This agency was established to help the development and growth of export industries to
give various assistance and benefits such as credit, insurance, aned technical services for
Philippine exporters.

5. Securities and Exchange Commission (SEC)

This government agency is accountable for the licensing, registration, regulation, and
supervision of both corporations and partnerships engaging in business inside the
Philippine borders.

Exporting Procedures under the Philippine Government

1. Registration
A Client Profile Registration System must be submitted through the Philippine Exporters
Confederation Inc. (PHILEXPORT).

2. Required documents
Before the shipment of the products, important documents must be provided such as:
a. Bill of Lading
b. Certificate of Origin
c. Customs Export Declaration
d. Export License
e. Invoice
f. Packing List
3. Tariffs and Taxes
The ASEAN Trade in Goods Agreement (ATIGA) is an agreement founded by the ASEAN
Member States (AMS). The context of the agreement is about what happened during
January of 1992, the ASEAN Free Trade Area (AFTA) was established to implement the
Common Effective Preferential Tariff (CEPT) scheme and on February 26, 2009 the
ASEAN Trade in Goods Agreement was signed.

For a certain product to be recognized for a tariff concession under the ASEAN Trade in
Goods Agreement (ATIGA), such conditions must be met:
a. If the goods have a Regional Value Content (RVC) of not less than 40%, or if all
non-originating materials used in the production of the goods have undergone a
Change in Tariff Classification (CTC) at four-digit level (i.e., a change in tariff
heading) of the Harmonized System; and
b. Preferential tariff treatment shall be supported by a Certificate of Origin (CO) Form
“D” issued by a Government authority designated by the exporting Member State;
and
c. Products on which tariffs of the exporting Member State have reached or are at the
rate of 20% or below.

Importing Agencies under the Singapore Government

1. Inland Revenue Authority of Singapore
This agency in Singapore represents the government in terms of advising property
valuation, draft tax legislations, and tax treaty negotiations.

Importing Procedures under the Singapore Government

1. Review Controlled Goods
Double checking and carefully reviewing if the products are controlled or are subject to
restrictions. It is important to note what Harmonized System (HS) code the product
belongs to.

2. Activate Customs Account

A business entity must obtain a Unique Entity Number (UEN) by registering in the
Accounting and Corporate Regulatory Authority (ACRA).

3. Register for Inter-Bank GIRO Account

An Inter-Bank GIRO Account with the Singapore Customs is a requirement for every
importer.

4. Furnish Security
For approval purposes and operation of licensed permits, furnishing of securities that
includes imported goods is a requirement. This may contribute to having legal
warehouses and excise factories. In Singapore, insurance bonds are one of the best
types of securities that is being accepted and recognized.

5. Obtain Customs Import Permit

Through the TradeNet system, business entities must submit their permit applications
online to have a customs import permit.

6. Prepare Documents for Cargo Clearance

In checkpoints and docking ports at entry points, certain documents must be presented
for a cargo clearance. The important document that must be presented is a printed copy
of the approved customs permit followed by supporting documents like:
 a. Air Waybill and/or Bill of Lading
b. Invoice
c. Packing List
III. PRODUCTION / OPERATION FEASIBILITY
A. Raw Materials to be Used
Raw Material
Powder Hand Wash Formula
Coconut Milk Powder - 35%
Orange Peel Powder - 20%
Sodium Cocoyl Isethionate - 20%
Colloidal Oatmeal Powder - 15%
Description
Coconut Milk Powder is a great vegan alternative
to milk powders, and it is also the only vegan milk
powder available to use. Coconut milk powder is
ideal for dry skin, as well as those suffering from
psoriasis, eczema, or acne. Coconut milk is high in
iron, selenium, sodium, calcium, magnesium, and
phosphorus, as well as vitamins C, E, B1, B3, B5,
and B6. It also has a high concentration of lauric
acid, a medium-chain fatty acid (MCFA) that the
body converts to monolaurin, an antiviral and
antibacterial compound.
Orange peel powder contains Vitamin C, which
aids in the formation of collagen and elastin, the
building blocks of beautiful skin. It works as a
natural cleanser and contains antioxidants. It has
a refreshing fragrance that lasts for hours when
used. Several studies also revealed that orange
peels have antibacterial and antifungal activities.
Sodium cocoyl isethionate is used as a surfactant
and cleanser. It allows water, oil, and dirt to
combine to clean surfaces. Shampoo, face
cleanser, bar soap, acne products, conditioner,
styling products, and other personal care products
contain it. Research shows the ingredient is
typically not a skin irritant or sensitizer.
Colloidal oatmeal is produced by finely powdered
oat grain, or Avena sativa. It's classified as an
emollient because it's high in fats, proteins,
vitamins, minerals, and other nutrients that have
been shown to support the skin. In 2003, the
Food and Drug Administration (FDA) classified
colloidal oatmeal as a skin protectant. It also has
anti-inflammatory and antioxidant effects, all of
which are beneficial to your skin.
Lavender is one of the most aromatic herbs
available. It has been used for perfumes, bathing,
and as a natural insect repellent since ancient
 Lavender Flower Powder - 10% times. Cosmetics, soap, and skincare products all
contain lavender powder. Lavender Flower
Powder can be used in bath tea formulas.
Lavender is a natural relaxant and can also be
used to soothe the skin.

Packaging

Paper Sachet Packet Small sealed packet made of paper.

A tin box is a container made of tinplate. Tinplate

Tin Box metal is mainly steel that has been coated with a
very thin layer of tin.

B. Source of Raw Materials

Picture Raw Materials Sourcing

Powder Hand Wash

Orange Peel Powder Matha Exports International

Coconut Milk Powder Axelum Resources Corp.

Sodium Cocoyl Isethionate Eunice Inc.

Colloidal Oatmeal Powder Asteria Apothecary

Lavender Flower Powder FW Spavenue

Packaging

Paper Sachet Packet Swisspac Philippines

 Tin Box FW Spavenue

C. Machineries / Equipment to be Used

Picture Equipment / Equipment

Beaker
Stirring Rod

Digital Scale

Blender
 Lab Spatula

Gloves

Goggles

Face Mask

Sachet Packaging Machine

D. Production Process
E. Manpower Requirements
 Manpower Job Description

A formulation chemist assists in the testing and

manufacturing of pharmaceuticals and other
consumer goods such as cleaners, cosmetics, and
Formulation Chemist soaps. Mixing various agents or substances and
conducting tests, such as UV tests, to assess
product protection and potential for use are
among your responsibilities.

Soap makers supervise the operation of

Soap Maker soap-making machines and mixers, ensuring that
the final product is made according to the
formula.

A Production Supervisor is in charge of the

production floor's facilities, personnel, and
Production Supervisor procedures. They supervise schedules and
day-to-day production operations as well as
managing the production team.

The packaging engineer designs primary,

secondary, and tertiary packaging with the aim of
Packaging Engineer keeping goods secure in transit, appealing to
consumers, and cost-effective in the company's
process cycle.

Packagers are in charge of loading products into

containers, and properly measuring and marking
the items. They also conduct final inspections for
Packager faulty goods, ensure that all items reach the
loading area or inventory, and maintain detailed
records of materials and shipments.

An industrial cleaner cleans and maintains a

factory or other industrial facility as part of their
Industrial Cleaner janitorial duties. Floor care, cleaning and
restocking toilets, collecting garbage, washing
windows, and any maintenance or repair work on
buildings or grounds are all examples of janitorial
work.

Warehouse supervisors are in charge of receiving,

storing, and shipping goods in order to manage
Warehouse Supervisor and monitor inventory and supplies. They are also
in charge of securing the warehouse and
supervising the warehouse staff.

Receiving and sorting incoming stock and

supplies, picking and filling orders from stock,
Warehouse Staff packaging and shipping orders, and managing,
arranging, and retrieving stock and other items
are all responsibilities of warehouse staff.
 From welcoming customers, answering questions,
offering assistance, recommending products,
Sales Associate lending opinions, and providing product details,
you're in charge of all sales activities and sales
associate job duties.

IV. ORGANIZATIONAL FEASIBILITY ANALYSIS

A. Management Prowess
La Beniña management team is composed of four Export Management students. Since
the members of the management team are still students, they have no prior experience of the
relevant industry. However, having been enrolled in an Export Management program have helped
the four members equip with knowledge and insights of the export industry. The management
team also researched thoroughly every information that might help in creating the product. Aside
from this, the management team can also seek assistance from the instructors that they knew
from their college years to perfect the proposed product. The management team is always
passionate in creating products that are sustainable and not harmful to the environment. Before
doing the proposed product, the management team has already experienced establishing an
eco-friendly lip line. The successful past experience prompted the management team to create
another eco-friendly product that not only benefits the people but also the environment. The
management team is very confident that the proposed product will be as successful as the
eco-friendly lip line they had proposed before.

B. Resource Sufficiency
The Department of Information and Communications Technology (DICT), Department of
Science and Technology (DOST), and Department of Trade and Industry (DTI) are three (3)
Philippine government agencies that signed a Memorandum of Understanding (MoU) who will
assist, help, and support start-up businesses in the Philippines. These agencies willingly dedicate
themselves to create and develop activities, events, programs, projects, and even cost matching
for business enterprises. In addition, Philippine Exporters Confederation, Inc. (PHILEXPORT) may
be a great help for La Beniña for targeting clients and consumers, diversifying products, well-built
expansion plans, and even providing financial assistance and support. Moreover, this government
agency can contribute to the overall operational efficiency and effectiveness. Since Philippine
Exporters Confederation, Inc. (PHILEXPORT) serves as a foundation for a business to have a
wide array of networks, resources can be easily accessed, international buyers may increase as
the business grows, and forming favorable relationships within the Philippines and even across
international borders.

Being a start-up venture business, an affordable office space may seem hard to get
because of certain factors to be considered like amenities, layout, location, price, and others.
However there are small office spaces that can be rented locally in the Philippine that can also be
used as a lab space, manufacturing space, or space to launch a service business since the
production involved does not require any huge and large amounts of machinery.

The organization team has created a support personnel that will help the business to
grow by the help with this support. The team also created key personnel to manage the
employees in order to have a good relationship between the employees and the business itself.
This will also be a helpful tool for the future success of the business. There is also equipment
needed to operate the business. This is to ensure that the business is ready enough in terms of
resources that will be needed in the work. La Beniña also has a communication to the
manufacturers that can help the business. This would be a big help to the business especially
 that it is a start-up business and having a connection to the manufacturer would be easy for the
management team.

La Beniña is knowledgeable of the Intellectual Property Code in the Philippine and is

capable of acquiring protection for the company's own intellectual property. The Management
has been aware of the rights of the company’s works and creation of minds. Some of the
intellectual properties of La Beniña that should be secured are the logos, symbols, innovations,
names, images, literary and even designs which are all made by their employees inside the
company premises. La Beniña will register their intellectual property to the designated
government agency in the Philippines to secure the company’s assets and to avoid IP leaks.

V. FINANCIAL FEASIBILITY ANALYSIS

A. Total Start-Up Costs

Based on estimation, the total startup costs that La Beniña Corporation will be needing
before it launches their powder hand wash product in the market, are shown on the table below.

STARTUP COSTS PHP

Business Registration 15,000.00

Rent advance 75,000.00

Office Equipments 35,000.00

FDA Registration 6,000.00

Equipments and Machineries 40,000.00

Raw Materials 30,000.00

Total Fixed Costs (for the first month) 153,000.00

TOTAL STARTUP COSTS 354,000.00

B. Financial Performance of Similar Business

As of today, powder hand wash is not available and is not existing in Singapore.
However, consumers do use two (2) types of hand washes such as Bar Soaps and Liquid Soaps
which is also an equivalent and a similar business to La Beniña. The table above on the left side
shows the sales performance of Bath and Shower (includes Bar Soaps and Liquid Soaps) starting
from the year 2006 and forecasted year 2025. It has been shown that sales will continue to boost
its performance in the coming years primarily because of the pandemic where it taught people to
wash their hands properly everyday. Meanwhile, the table on the right side specifically shows the
performance of Bar Soaps and Liquid Soaps in Singapore. Liquid Soap has shown a significant
growth with a 45% increase during the year 2020.

During the spike of the pandemic, certains brands and companies earned a huge amount
of revenue and share because of their sales in Singapore. The table on the left and below shows
the performance of the company shares of Bath and Shower (includes Bar Soaps and Liquid
Soaps) in 2020. The top three (3) companies are Reckitt Benckiser Group Plc, Unilever Group,
and Lion Corp with 18.3%, 17.4%, and 8.4% of shares respectively that promote and sell the
same product like La Beniña which is hand wash. On the table on the right side, it displays
brands like Dettol, Lifebuoy, and Dove are the top three (3) brands in Singapore that are also
similar to La Beniña.
 The table above shows the retail sales performance of Bath and Shower (includes Bar
Soaps and Liquid Soaps) during the year 2015 up until 2020 in Singapore. The top three (3) key
players are Reckitt Benckiser Group Plc (approximately 6%), Unilever Group (approximately 3%),
and Lion Corp (approximately 3.5%) that are also in the same business line as La Beniña who
promotes and sells hand wash in the market.

C. Overall Financial Attractiveness of the Proposed Venture

La Beniña powder handwash is new to the market. Similar businesses that are existing to
the market have obtained their finances through the years that they are existing. La Beniña can
grow its sales due to the fact that the product is a necessity to all the people in the midst of the
pandemic. However, it is not easy from the start but eventually Singaporeans may like the
product since they are interested to foreign products. It is also sustainable and new to the
market. Once the product has an awareness of the people, the popularity of the product may
increase but it will take 1 to 3 years before the product will be at the top of the mind of people
when it comes to hand washing. La Beniña will surely have a loyal consumer that makes the
corporation provide a time and time again sources of revenue to that one specific consumer. This
loyal consumer will grow as long as the corporation would give satisfaction to its consumer. This
would also result in a lot of sources of revenue. The start- up cost of La Beniña is just an
estimate since the product is still not in the market. And that is only for a planning cost that the
new business will face if the product will start to enter the market. La Beniña powder handwash
will generate funds within an estimation of 1 to 3 years. It is because this is just new to the
market and there are competitors that have been existing for a long time. It just needs time in
order to make the people be aware of the product and make the La Beniña powder handwash be
known as the new hygiene product that will help to fight against the virus. The total estimated
start up of La Benina is 354, 000. Analyzing the growth, sales and finances of similar businesses
is a good way for the corporation to know the possible strategy that they will have if they start to
enter the market. This will also show if the corporation can compete with the existing
competitors. The business is feasible and will be successful if it is marketed properly and
calculates the exact financial cost.
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