Professional Documents
Culture Documents
I. PROJECT BRIEF
A. Marketing Aspect:
Citronella is a popular plant used for its aromatic oil, which is commonly used in the
production of insect repellants, soaps, candles, household products, and other
aromatherapy and cosmetic products. It is also used to treat lice and other parasites
(including intestinal worms). Sometimes, citronella is mistakenly called as lemon grass,
as they share a similar appearance, growth, and processing method; however, the two
plants are considered to be “cousins” as they simply belong to the same plant family.
When it comes to the marketing aspect of citronella production, there are several key
considerations to keep in mind; identifying the target market, highlighting the benefits,
branding and packaging, and distribution and promotion.
Identifying the target market is the first step in marketing citronella products. The Bahile
RCC Citronella Farmers Association has already identified our target market, with the
help of Rotary Club of Makati, they introduced us to GH NutriPharma Inc., our first buyer
outside Palawan.
The primary customers/beneficiaries of this livelihood project will be the members of the
Bahile RCC Citronella Farmers Association with 57 members and the residents of
Barangay Bahile, Puerto Princesa City with a total population of 2,742. Buyers,
customers and retailers are from the local markets, owners of sari-sari store and they
also supply pure citronella oil for GHNutri Pharma Inc. in Manila, their first buyer outside
Palawan. The association had already established linkages with their previous buyers,
dealers and middlemen. Another marketing strategy is through advertisement of the
local radio stations, tarpaulins, flyers, and social media and by word of mouth.
Delivery schedule is done every after production, per customer and per particular order
of the products. There is no other association or group here in Puerto Princesa City that
produces citronella oil products, thus it is advantageous to the proposed business. The
mode of selling is through cash basis. Credit can be an option also but with a condition
that it will be paid two or three days after the delivery.
B. Production Aspect:
Citronella grows well outdoors in most climates, in tropical regions with high humidity
and rainfall, but doesn’t like cold. Citronella plants can be propagated from stem
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cuttings or seeds, and require well-draining soil and regular irrigation. The plants and
ready for harvest in 4-6 months.
The leaves of citronella plants are harvested when the plant reaches maturity. Harvest
is done manually using the sickle. It is important to harvest the leaves at the right time to
ensure maximum oil content. After harvesting the leaves, air drying of the harvested
leaves is done for eight hours before it is being chopped or shredded. Estimate of two
hundred kilos of air dried leaves is to be loaded to the distillation machine together with
½ drum of clean water, ready for cooking, maximum of three hours continuous cooking,
see to it that 120 degree Celsius of the stove is maintained during the entire process.
After which, the citronella is extracted and tested, bottling and packaging will follow. The
oil should be stored in airtight containers, preferably glass to prevent oxidation and to
maintain its quality.
The production of citronella oil requires careful cultivation, harvesting, and distillation to
ensure high quality and yield. Quality control measures should be implemented at every
stage of the production process to insure the oil meets quality standards.
Process Flow:
TRANSPORT AND
DELIVERY
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e. Collect the steam and essential oil mixture in a condenser
f. Allow the mixture to cool and separate into two layers; the essential oil
and hydrosol
4. Separation and Filtration
a. Transfer the mixture to a separator funnel
b. Allow the oil and water layers to separate naturally
c. Drain the hydrosol layer (water) from the bottom of the separator
d. Collect the citronella essential oil from the top layer
5. Purification
a. Filter the collected essential oil to remove any impurities or solid particles
6. Storage and Packaging
a. Transfer the purified oil to storage containers
b. Seal the containers tightly to prevent air and light exposure
c. Label the containers with the necessary information, such as batch
number and date of production
d. Store the packaged citronella oil in a cool, dry place away from the
sunlight
7. Transport and Delivery
a. Sealed pure citronella products are now ready for delivery, or for pick-up
with the customer
C. Management Aspect:
The project shall be manage by the Project Management Team of the association for
this particular livelihood and is composed of the following; Project Manager, Marketing
and Sales Officer, Bookkeeper, Production Manager, Quality Control Officer, Extraction
Technician, Cashier and Production Workers. All this positions are with corresponding
responsibilities identified in the Management Plan in this proposal.
D. Financial Aspect:
Please see attached 3-Year Period Projected Income Statement (Profit and Loss
Statement), Cash Flow Statement and Balance Sheet.
Project support is committed by the Department of Labor and Employment through its
Kabuhayan Program and will grant financial assistance for the association. Constant
monitoring and evaluation is also expected to be undertaken by the DOLE to check the
progress of the project.
The accredited co-partner (ACP) of the project is Barangay LGU of Bahile, Puerto
Princesa City, will be the accredited Co-Partner of the said project and will procure all
the necessary items indicated in the project proposal and will strictly follow what is
stipulated in the MOA between DOLE and BLGU Bahile, Puerto Princesa City. Likewise
BLGU Bahile, Puerto Princesa City will assist DOLE in monitoring the organization and
financial aspect and will report to DOLE on the status of the association’s project for
three years.
History of Organization:
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In 1994, the informal settlers of Sitio Tarunayan and Manaburi of Barangay Bahile,
Puerto Princesa City were relocated to Purok Pinagpala, Barangay Bahile, Puerto
Princesa City due to conversion of the area into a wildlife sanctuary. The relocation and
housing efforts were sponsored by the Rotary Club of Makati Jose P. Rizal Chapter in
which residents were given a chance to start anew with a subdivision-typed housing,
under the iHome Project. To provide them livelihood opportunities, the relocated
residents identified the citronella oil production as the suitable livelihood for them. The
Rotary Club granted their request. They started planting their citronella plants on
October 15, 1995 with almost 2,000 shoots of citronella but without proper knowledge
on planting, the first attempt failed. The Rotary Club of Makati, still didn’t lose their hope
and again provided another assistance to the community, not only the shoots of
citronella, but also the machinery for citronella distilling and in the year 2015 the
community were able to produced 18 liters of pure citronella oil. They also received
citronella seedlings from UP Los Banos in the year 2020. They also undergo training on
proper care of the plants and help them start a more productive operation.
The Bahile RCC Citronella Farmers Association was registered as an association under
DOLE Palawan on February 15, 2021 with 34 members and 9 officers and a consultant.
The association envisioned to have a sustainable production of quality citronella oil,
aiming to be the sole supplier of pure citronella oil in Palawan. When Typhoon Odette
struck northern part of Palawan on December 17, 2021, Barangay Bahile was one of
the most devastated Barangays, including the citronella plantation and their distillery
facility was totally damaged. The extension building that was covering their extractor
machine was blown by the strong winds and needs to be repaired. Also damage during
the typhoon were the distillation machine, if repaired may somehow cost almost the
same as the new fabricated distillation machine.
Strategic Direction:
Vision: To become the leading producer of high-quality citronella oil in Palawan and to
contribute to the sustainable growth of the industry.
Mission: To provide quality citronella oil that meets the needs of our customers, while
adhering to sustainable an environmentally-friendly practices.
Goals:
To increase production capacity: To increase production capacity by 50% in
the next three years by investing in new machinery and equipment.
Expand distribution: To expand distribution network by establishing
partnerships with distributors in new markets and increasing sales to existing
customers.
Improve product quality: To continuously improve the quality of our citronella
oil through quality control measures and by investing in research and
development.
Sustainability: To integrate sustainable practices in all aspects of our
production process, from sourcing raw materials to waste management, to
reduce our environment footprints.
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In citronella oil production, there are several key roles that requires knowledge, skills
and expertise. Some of these roles includes;
Extraction Technician: An extraction technician is responsible for extracting
the citronella oil from the plants. He/she should have knowledge in operating
the steam distillation machine and other extraction techniques, as well as
knowledge of the chemical properties of citronella oil.
Quality Control Officer: A quality control officer is responsible for ensuring that
the citronella oil meets the required quality standards. He/she should have
knowledge of industry regulations and standards.
Marketing and Sales Officer: A marketing and sales officer is responsible for
promoting and selling citronella oil to potential customers. He/she should
have knowledge in marketing, sales and customer relationship management.
Specific skills and expertise were acquired through years of experience in the previous
operation of citronella oil production, prior to typhoon Odette devastation. It is very
important for the members and employees on the citronella oil production to have a
passion for sustainability and environmental conservation, as these values are central to
the association’s mission and vision. Good communication and teamwork plays
essential role to ensure effective collaboration and coordination within the organization.
Here are the organizational structure of Bahile RCC Citronella Farmers Association:
BOARD MEMBERS:
1 DELOS REYES, TERESA M.
2 DELCORO, ERLINA S.
3 ELIS, ROSANELLY A.
4 BARBERO, AIDA V.
LEGAL COUNCIL:
1 DAUS, ROGELIO D.
2 CORNETA, CHARLIE M.
3 ARIZALA, MERLITO D.
4 BARBERO, HILARIO M. SR.
5 PINEDA, OLYMPIA D.
MEMBERS:
1 ALMENSO, SHIELA G.
2 APGAO, JESUS V.
3 APGAO, RAMON V.
4 ARIZALA, AIDA D.
5 AROCHA, JENNIFER E.
6 AROCHA, NORIEL E.
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7 BADAJOS, JANICE G.
8 BARBERO, HELARIO JR.
9 BARCOMA, ROSALY C.
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0 BRIONES, ROSALINDA E.
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1 CELIS, MERLYN C.
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2 CORREA, REYNALDO D. SR.
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3 DAUS, RALPH JEFFERSON V.
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4 DAUS, RYAN JAY V.
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5 DOCE, MARLYN D.
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6 ELIS, REGINE A.
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7 GOLBEN, VILMA R.
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8 JONGCO, MELAGROS T.
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9 LABINDAO, ANTHONY P.
2
0 LABINDAO, JOHNMARK P.
2
1 LEBIOS, ROSEMARIE O.
2
2 LLORERA, ELACA B.
2
3 LLORERA, ELMER L.
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4 LLORERA, GENDA B.
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5 MAGBANUA, EDEN N.
2
6 MAGBANUA, MARLY F.
2
7 MANZANO, DAISY P.
2
8 MOPAL, CARMEN L.
2
9 PADABOC, EDSA S.
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0 PINEDA, MELODINA L.
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1 RABADON, LETICIA G.
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2 RELOVA, ANABEL A.
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3 SACRO, MARIA CHRISTINE C.
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4 SACRO, MARITA M.
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5 SAN JOAQUIN, ROVELYN D.
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6 SANCHEZ, MARISSA T.
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7 TAN, ANA LORENA S.
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8 TUPAS, EDELYN C.
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9 TUPAS, EDISON G.
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4
0 VELASCO, MARILOU T.
IV. INTRODUCTION:
Background Information
The Bahile-RCC Citronella Farmers Association envision to expand their market supply,
double or triple the product output to satisfy the demands of the clients, to be able to
help the members of the organization, as well as the community by buying their
citronella leaves. Citronella can be easily grown in the backyard and anyone can be
able to plant it and is less in maintenance.
A. Marketing Plan
The citronella oil market is competitive. The oil used extensively as a source of
perfumery chemicals. These chemicals find extensive use in soap, candles and
incense, perfumery, cosmetics and flavorings industries throughout the world. It is also
often used as insect repellent. Citronella oil is also known for its antifungal properties
and help with wound healing. It also considered and marketed as one of the healthiest
oils in the nation. It won’t do any damage while using for medicinal purposes on hair or
skin.
The association aims to outline strategies and tactics in promoting and selling their
citronella oil products. The goal is to position the Behile-RCC Citronella Farmers
Association as a premium provider of natural and effective citronella oil, may it be used
for insect repellent, soap, candles and incense, perfumery, cosmetics and flavorings.
The target market initially includes the local manufacturer, GH NutriPharma Inc., our
first buyer outside the province of Palawan. Other possible markets are the local sellers
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and resellers, outdoor enthusiasts, hikers, and gardeners who are seeking natural and
eco-friendly mosquito repellents solutions. Additionally, we will target environmentally
conscious consumers who prioritize chemical-free alternatives and residents in the
various municipality with high mosquito population.
The association has identified effective marketing strategies that will help them in
sustaining their business, such as;
a. Develop strong brand identity that give emphasize on quality commitment,
eco-friendliness, and efficacy
b. Leverage online platforms and social media to reach and engage a wider
market
c. Conduct educational campaigns to highlight the benefits and uses of
citronella oil through videos and guides
d. Competitive pricing and packaging
e. Offer different products sizes, such as small bottles for personal use and
affordability
B. Production Plan
The use of Citronella oil has kept growing in recent times. This is probably associated
with the medical benefits which it offers to the customer. The preferred and mostly used
methods of extracting citronella oil are steam distillation and hydro distillation methods.
There is a greater assurance of consistent and quality citronella oil production because
the association has monitored the citronella planting, cultivating, and until harvesting
time. See to it that all harvested leaves are carefully check before loaded to the
distillation machine for processing.
Production manager, quality control officer and extraction technician should work hand
in hand, monitor and supervise every production activity to make sure that all production
process is consistent, to produced quality citronella essential oil.
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Cooking and Distillation Area
This is where the start of the process of extracting the oil through heating and
distillation. Ensure there is enough room for the equipment, storage and for the
movement of the production workers. Proper ventilation is required to maintain a
healthy working environment, for citronella production involves heating and
distillation processes, which may produce vapors that need to be adequately
ventilated. Reliable supply of water is essential for the extraction and cleaning
processes. A clean and hygienic environment should also be maintained to
ensure the quality of the final product, as well as good manufacturing practices
regulations should be properly implemented to adhere safety standards.
Purification
The collected citronella essential is being filtered to remove impurities or solid
particles. The area should be well-ventilated, clean and has sufficient lighting to
allow the quality control officer for inspection and thorough checking. A regular
cleaning and maintenance schedule should be followed to keep the optimal
working condition.
C. Management Plan
The Project Management Team of the Bahile-RCC Citronella Farmers Association are
as follows:
PRODUCTION MANAGER
MARKETING AND SALES OFFICER
QUALITY CONTROL OFFICER
PROJECT MANAGER
EXTRACTION TECHNICIAN
BOOKKEEPER
CASHIER
PRODUCTION WORKERS
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ROLES AND RESPONSIBILITIES:
Production Workers
a. Ensure that production quota are met at specified schedule
b. Operate and maintain production equipment, tools and machinery
c. Adhere to safety and hygiene protocols
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Savings Account 35%
Maintenance on machineries, tools and equipment 15%
Additional Capital for the Business 10%
Total: 100%
D. Financial Plan
1. Monthly Working Capital Requirements
a. Cost of Direct Raw Materials (Association Counterpart)
ITEM UNIT QUANTITY AMOUNT TOTAL
Fresh Citronella leaves kilos 16,000 4.00 64,000.00
Water, in drum drum 120 35.00 4,200.00
Firewood Pcs 4,800 2.00 9,600.00
Gas, in Liter Liter 16 170.00 2,720.00
Posporo, small box box 24 6.00 144.00
TOTAL 7,478 80,664.00
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Ordinary Plain Sheet 1.3mm thickness, 4W x 8L feet Sheet 12 2,500.00 30,000.00
Stainless Tube 1”, 10mm thickness, 20feet length, hot Pcs 12 5,700.00 68,400.00
rolled tube
Flat Bar, G.I., 4.5mm thickness, ¾”W, 32”L Pcs 12 650.00 7,800.00
C Clamp, adjustable, 5”, 0.5 in weight, 6” diameter Pcs 34 420.00 14,280.00
SS Round Bar, grade 304, 10mm diameter, Pcs 24 390.00 9,360.00
dimensions: 4.5 x 4.5 x 1.8cm
Tisa Bricks for fire, 2” x 3” x 8”, I kilo per pc Pcs 180 98.00 17,640.00
Gauge Temperature, analogue thermometer, 2.5” Unit 12 1,250.00 15,000.00
diameter 1” thickness
G.I. Gate Valve, wedge shape, heavy duty, 1” Unit 12 850.00 10,200.00
G.I. Gate Valve, wedge shape, heavy duty, 2” Unit 12 2,700.00 32,400.00
Chain Block 5tons capacity, 8M lifting chain, number Unit 2 15,504.00 31,008.00
of load chai; 2, hook to hook distance, 600mm
SS Male & Female Connector w/ nuts 2” Pcs 24 170.00 4,080.00
Water Pump, 3HP, heavy duty, automatic, centrifugal Unit 2 7,500.00 15,000.00
pump, maximum water flow; 2cubic, 1 x 10M hose,
suction hose w/ strainer, return hose, 1 set of gasket
Hose 1” 1/2mm diameter, fiber reinforced, blue in Meters 30 170.00 5,100.00
color
G.I. Pipe “1, 33.4mm diameter, 3.0mm thickness, 10M Pcs 10 1,100.00 11,000.00
length
SS Bolt & Nuts 7/16” x 2” Pcs 70 18.00 1,260.00
Stainless Welding Rod 3/32mm, 1.6mm diameter, 1ft. Kilo 40 850.00 34,000.00
length
Ordinary Welding Rod 16/30mm, 1.6mm diameter, 1ft. Kilo 30 165.00 4,950.00
lenght
Cut Off Disc 14”, 350 x 3.0 x 25mm Unit 20 400.00 8,000.00
Cutting Disc, Small Ordinary, 4” x 1/8”, 16mm Pcs 32 90.00 2,880.00
diameter
Stainless Screen 316L #3 (810mm x 225mm) meters 20 173.00 3,460.00
TOTAL 626 448,458.00
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Safety Rubber Boots, black size #12 Pairs 100 450.00 45,000.00
Safety Rubber Boots, black size #10 Pairs 100 430.00 43,000.00
Rubber Gloves, multipurpose Pcs 245 240.00 58,800.00
Apron, cotton, size 70cm(H) x Pcs 240 200.00 48,000.00
69cm(W)
Disposable Hairnet, 100pcs/box box 3 1,500.00 4,500.00
TOTAL 199,300.00
3. Financial Statements
Please see attached Three-Year Projected Financial Reports (Income Statement,
Balance Sheet and Cash Flow)
E. Stakeholders Commitment
The Association is committed to effectively and efficiently implement the proposed
project in accordance with the guidelines and plan stipulated in this business plan. The
funds that will be provided to the Association thru BLGU Bahile will be spent wisely by
ensuring the cooperation of every members, officers to work hand in hand to perform
their specific duties and responsibilities to the association and to be transparent to
everyone, especially the sales record and documents.
Barangay Local Government of Bahile, Puerto Princesa City will be the accredited Co-
Partner of the said livelihood project, they will help and assist DOLE in monitoring the
project in the span of three years. Likewise, the Puerto Princesa City PESO Office will
also assist DOLE in monitoring the organizational and financial aspect of the
association.
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Support of the project is committed by the Department of Labor and Employment
through its Kabuhayan Program and will grant the financial assistance to the proposed
project of Bahile-RCC Citronella Farmers Association. Monitoring and evaluation is also
expected to be undertaken by DOLE to check the progress of the project.
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