Aa Warehouse

WAREHOUSING
AND STORAGE
BUSINESS PLAN
ENGR. VON WIRLO ALICNA

AA READY MIXED CONCRETE MANUFACTURING INC. | AESTETIX LAND INC. | 168 MILITARY CUT-OFF
ROAD, MILITARY CUT-OFF, BAGUIO CITY 2600
` 168 MILITARY CUT-OFF ROAD,
MILITARY CUT-OFF, BAGUIO CITY
2600
EXECUTIVE SUMMARY
1.1 INTRODUCTION
The warehousing operation is an integral part of the total supply chain process and creates a clearly
defined break point between the supply and demand aspects of any business. The operation involves
the holding of materials and goods at various points in the supply chain from suppliers through to the
ultimate consumer. The objective of the operation is to ensure materials and goods are kept in the
required condition and are available for movement (transport) to the next stage in the supply chain.
Historically, the physical nature of the business has emphasized the labor-intensive nature of the
activity, calling for a high level of man-management and control. However, the significant advance in
technological support in both the physical and administrative aspects of the operation, has resulted in
an increasing degree of the operation becoming “system” driven.
This advance, together with a more pro-active rather than reactive approach, has emphasized an
increased need for improved planning and operational management.
As with other elements of the supply chain, warehousing is concerned with the two prime factors of
cost and service through:
• Minimizing the total cost of the operation.
• Providing the desired level of service.
The environment in which warehousing can operate varies from a single central area as a base for
receiving, storing and preparing for delivery to the total market place to a complex network of central,
regional and local facilities. In either of these extremes, or any of the available alternatives between
these two structures, the purpose of the warehouse can be defined as:
“A planned space for the efficient storage, handling and control of goods and materials”
AA CONSTRUCTION AND DEVELOPMENT INC. provide storage services by providing a space equipped
for storage as a complete and equipped warehouse according to the type of storage required. These
services help factories, companies, or emerging projects obtain a suitable space or place for storage.
C O N F I D E N T I A L
1
+632 74 422 4493 aeztetix.land@gmail.com
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The warehouse can be customized according to their needs or according to the quality of their
products.
1.2 OUR MISSION AND VISSION STATEMENT
The main objective of this project is to meet the needs of business owners to obtain storage space for
an inventory of products securely, at an affordable cost, and with ease of access.
To provide our customers with distinguished logistical services with the best prices and the best quality
standards in storage throughout the Taytay Rizal, Bulacan, Quezon City and Laguna, Philippines and
facilitate their access to stocks and secure them appropriately.
1.3 TECHNOLOGY
An effective inventory tracking system is a primary goal of the inventory warehousing process. This
includes tracking inventory.
• Increase The Turn-Over Rate

The longer the inventory period, the greater the revenue due to the interest paid on credit
used for preservation, safety, and inventory management.
• Audit And Quality

Increasing regular stock checks helps detect spoiled, incorrectly shipped orders and lost
inventory that can harm other products.
• Safety
The more warehouse space, the inventory you store, and the personnel, the more likely a
workplace accident will occur. And the presence of cameras helps increase security, and adding
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fire extinguishing tools is very important, and a security expert, and a professional safety
inspector, to make sure that your warehouse and distribution facility is safe and secure.
THE COMPANY
1.4 PROFILE
AA CONSTRUCTION AND DEVELOPMENT INC. herein referred as the proponent, is managed by its
CEO, Engr. Von Wirlo Alicna Inc. intends starting small in Taytay Rizal, Bulacan, Quezon City and
Laguna, but hopes to grow big in order to compete favorably with leading Warehousing Companies
in the Philippine’s.
AA CONSTRUCTION AND DEVELOPMENT INC. will ensure that we hire people that are qualified,
hardworking, creative, customer centric and are ready to work to help us build a prosperous
business that will benefit all the stake holders (the owners, workforce, and customers).
As a matter of fact, profit-sharing arrangement will be made available to all our senior management
staff and it will be based on their performance for a period of ten years or more as agreed by the
board of trustees of the company. In view of the above, we have decided to hire qualified and
competent hands to occupy the following positions;
• Chief Executive Officer

• Director of Operations
• Warehouse Manager
• Human Resources and Admin Manager
• Sales and Marketing Executive
• Accountant
• Warehouse Clerk
• Client Service Executive
1.5 JOBS ROLE AND RESPONSIBILITY
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1.5.1 Chief Executive Officer – CEO:
• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching,

counseling, and disciplining managers; communicating values, strategies, and objectives;
assigning accountabilities; planning, monitoring, and appraising job results
• Responsible for providing direction for the business
• Creating, communicating, and implementing the organization’s vision, mission, and overall
direction – i.e. leading the development and implementation of the overall organization’s
strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
1.5.2 Director of Operations:
• Overseas operations in Warehousing.

• Serves as project manager of the organization; works directly with employees
• Develops strategic plan by studying technological, and financial opportunities; presenting
assumptions; recommending objectives.
• Accomplishes subsidiary objectives by establishing plans, budgets, and results measurements;
allocating resources; reviewing progress; making mid-course corrections.
• Maintains quality service by establishing and enforcing organization standards.
• Maintains professional and technical knowledge by attending educational workshops;
reviewing professional publications; establishing personal networks; benchmarking state-of-
the-art practices; participating in professional societies.
• Make certain that the technical department perform efficiently, coordinate employee efforts,
and facilitate communications between management and handymen
• Ensures that the organization work in line with international best practices.
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1.5.3 Warehouse Manager
• Warehouse managers will be tasked with the responsibility of overseeing all the operations of
the warehouse.
• Conduct periodic inventory counts and check records to ascertain that security procedures are
followed in storing the warehouse equipment and inventory.
• Will manage other junior employees in the entity.
1.5.3 Admin and HR Manager
• Responsible for overseeing the smooth running of HR and administrative tasks for the
organization
• Regularly hold meetings with key stakeholders to review the effectiveness of HR Policies,
Procedures and Processes
• Maintains office supplies by checking stocks; placing and expediting orders; evaluating new
products.
• Ensures operation of equipment by completing preventive maintenance requirements; calling
for repairs.
• Defining job positions for recruitment and managing interviewing process
• Carrying out induction for new team members
• Responsible for training, evaluation and assessment of employees
• Responsible for arranging travel, meetings and appointments
• Oversee the smooth running of the daily office activities.
1.5.4 Sales and Marketing Manager
• Manage external research and coordinate all the internal sources of information to retain the
organizations’ best customers and attract new ones
• Model demographic information and analyze the volumes of transactional data generated by
customer
• Identifies development opportunities; follows up on development leads and contacts
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• Writing winning proposal documents, negotiate fees and rates in line with organizations’ policy
• Responsible for handling business research, market surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and
communicate with clients
• Create new markets cum businesses for the organization
• Empower and motivates the sales team to meet and surpass agreed targets
1.5.5 Accountant/Cashier:
• Responsible for preparing financial reports, budgets, and financial statements for the
organization
• Provides managements with financial analyses, development budgets, and accounting reports
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting for one or
more properties.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for AA CONSTRUCTION AND DEVELOPMENT INC.,
• Serves as internal auditor for AA CONSTRUCTION AND DEVELOPMENT INC.,
1.5.6 Warehouse Clerks
• To receive, store and carry out inventory distribution according to customers’ orders. Further,
warehouse clerks are responsible for ensuring safe unloading and storage of inventory without
damages.
• work with other Warehouse Clerks to help move products on shelves, pack trucks and unload
deliveries as they come in.
• Load and wrap skids for shipping and Label items around the warehouse.
• Inventory control of the warehouse.
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• Handle other related job as instructed by the Plant Manager.
1.5.7 Client Service Executive
• Welcomes clients and potential clients by greeting them in person or on the telephone;
answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client
with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest
in the company’s products and services
• Manages administrative duties assigned by the creative director in an effective and timely
manner
• Consistently stays abreast of any new information on the organizations’ products, promotional
campaigns etc. to ensure accurate and helpful information is supplied to clients when they
make enquiries
OUR BUSINESS GOALS

AA CONSTRUCTION AND DEVELOPMENT INC., engaged the services of a core professional in
the area of business consulting and structuring to assist our organization in building a well – structured
company that can favorably compete in the highly competitive Warehousing industry in the
Philippines.
Part of what the team of business consultant did was to work with the management of our
organization in conducting a comprehensive SWOT analysis for AA CONSTRUCTION AND
DEVELOPMENT INC. Here is a summary from the result of the SWOT analysis that was conducted
on behalf of AA CONSTRUCTION AND DEVELOPMENT INC.;
Strength:
▪ There is a very high gross margin in the logistics and storage industry
▪ Limited start-up risks in warehousing industry
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Weakness:
▪ Warehousing has limited start-up costs that may be difficult to achieve.

▪ Limited flexibility in pricing may push away most customers
▪ Work-life balance is difficult to achieve because of high working hours in the industry
Opportunities:
▪ Huge opportunities for expansion in middle east since the market is less explored.
▪ Continuity is guaranteed in the warehousing industry due to globalization and increased
international trade
Threat:
▪ Increased competition in the warehousing industry is a serious threat for new entrants.
▪ Increased transportation costs impact negatively on warehousing
PRODUCTS AND SERVICES
1.6 PRODUCTS
AA CONSTRUCTION AND DEVELOPMENT INC., is established with the aim of maximizing profits
in the industry. We want to compete favorably with the leading ready companies in the Philippines.
which is why we have but in place a competent quality assurance team that will ensure that our
Warehousing and Storage Services meet and even surpass our customers’ expectations.
We will work hard to ensure that AA CONSTRUCTION AND DEVELOPMENT INC., is not just
accepted in Taytay Rizal, Bulacan, Quezon City and Laguna – Philippines, but also in other cities in
the Philippines. Our service offerings are listed below;
• Warehousing and Storage Leasing

• Renting Warehouse Equipment
• Freight Forwarding
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MARKET RESEARCH
The warehousing market in the Philippines

has been growing rapidly in recent years,
driven by the country's strong economic
growth and increasing trade volumes.
According to a report by CBRE Philippines,
the country's total warehousing supply as of
2020 was approximately 12.7 million square
meters. Of this, the majority (about 60%) is
concentrated in Metro Manila, the country's
capital and largest city. The same report
noted that the demand for warehousing
space has been increasing due to the rise of
e-commerce and the growth of the retail and
manufacturing sectors. The COVID-19
pandemic has also accelerated the shift
towards online shopping, which has driven
demand for last-mile delivery facilities and urban warehouses. In terms of rental rates, the average
rental rate for standard warehouses in Metro Manila was PHP 225 per square meter per month in
2020, while the average rental rate for cold storage facilities was PHP 500 per square meter per month.
Overall, the warehousing market in the Philippines is expected to continue growing, driven by the
country's expanding economy and increasing trade volumes, as well as the growing demand for e-
commerce and last-mile delivery facilities.
It is projected to continue its growth trajectory in the coming years. According to a report by JLL
Philippines, the country's logistics and industrial sector is expected to grow at a compound annual
growth rate (CAGR) of 8% between 2020 and 2025. This growth is expected to be driven by the
expansion of the e-commerce sector, the growth of the retail and manufacturing sectors, and the
increasing demand for cold storage facilities. In terms of supply, the same report notes that the
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Philippines' total warehousing supply is expected to grow by approximately 1.3 million square meters
between 2021 and 2023, driven by new construction and expansions by existing players. The growth
of the warehousing market in the Philippines is also expected to be supported by government
initiatives aimed at improving the country's logistics infrastructure, such as the Build, Build, Build
program and the Logistics Industry Roadmap. Overall, the warehousing market in the Philippines is
projected to continue its upward trajectory, driven by the country's strong economic growth,
increasing trade volumes, and the growing demand for logistics services.
MARKETING AND SALES PLAN
1.7 TARGET MARKET
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Philippines warehousing market revenues were witnessed to significantly grow at a five-year CAGR
during the review period of 2013-2018. The rapid evolution of its logistics industry has been credited
to high trade traffic in both the international and domestic markets. Companies such as DHL and FedEx
have penetrated the local Filipino market through effective collaborations with domestic companies.
These companies have been responsible for the establishment of industry benchmark for the use of
technology in logistics sector. Industrial / Retail sector is the largest contributor to the warehousing
sector, followed by container freight, cold storage, agriculture and others in the year 2018. The
increasing prominence of online shopping will increase the size of the E-commerce industry in the
Philippines. The companies from retail sector, FMCG sector, pharmaceutical sector, apparels and other
accessories are further anticipated to witness robust growth. Over the forecast period 2018-2024E,
the Philippines warehousing market revenues are estimated to increase by the year ending 2024E. E-
commerce companies require warehousing facilities to store the products which will trigger the
demand for warehousing space in coming future.
PROCESS AWARENESS
1.8 COMPETITIVE ADVANTAGES
Here are favorable conditions for growth in the Warehousing and Storage Industry and as a result of
this, survival in the industry will require that you build on existing knowledge and broaden your skill
base. More Warehousing and Storage Company are coming up and they are using the services of
existing franchise in the business to boost their competitive edge and exposure in the industry.
We are quite aware that to be highly competitive in the Warehousing and Storage industry means that
you are not only expected to deliver reliable leasing and Storage’s, but you must be able to meet set
targets. No one would want to hire your services if don’t always meet up with target.
Our Competitive Advantage lies in the power of our te` am; our workforce. We have a team of certified
and highly capable sales, a team with excellent qualifications and experience in various niche areas in
the Warehousing and Storage industry. Aside from the synergy that exists in our carefully selected
workforce, our services will be guided by best practices in the industry.
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Lastly, all our employees will be well taken care of, and their welfare package will be among the best
within our category in the industry. It will enable them to be more than willing to build the business
with us and help deliver our set goals and objectives.
1.9 SALES AND MARKETING STRATEGY
As part of the steps preceding the establishment of the proposed warehouse, I have conducted
significant research on the nature of the Filipino market where it will operate. First, Philippines has a
large population, which translates to vast numbers of consumers and users of warehouse services.
Secondly, the region has significantly grown in the recent past about domestic and international trade
and local entrepreneurship.
1.9.1 4Ps of the Marketing Mix
• Product (or Service)
In the current proposed project, the firm will provide logistic and storage services in the warehouse.
It will leverage its strengths and opportunities highlighted, such as economies of scale and high gross
margin, to increase its profitability and competitiveness in the warehousing industry.
• Price
The warehouse will also leverage on pricing strategy to increase its customer loyalty and market share.
For instance, research on prices offered by competitors will be conducted in addition to setting
consumer-sensitive prices to attract more customers.
• Place
As mentioned, the warehouse will be established in Taytay Rizal, Bulacan, Quezon City and Laguna,
Philippines. However, the nature of warehouse operation is that it has a broad scope of customers it
can serve. Therefore, it will be open to business with local and international business people who need
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warehousing services. A strategic location will be selected to ensure efficiency and customer
satisfaction.
• Promotion
The firm will utilize various promotion and advertising strategies to create awareness. For instance, in
the current era of social media, it will seek to increase its online presence through different social
media platforms such as Facebook, Instagram, Pinterest and YouTube. Both print and electronic media
will be used to market its operations.
We are mindful of the fact that there are stiff competitions in the Warehousing and Storage industry,
hence we have been able to hire some of the best marketing experts to handle our sales and
marketing. Our sales and marketing team will be recruited based on their vast experience in the
industry and they will be trained on a regular basis so as to be equipped to meet their targets.
AA CONSTRUCTION AND DEVELOPMENT INC., is set to make use of the following marketing
and sales strategies to attract clients;
• Introduce our business by sending introductory letters alongside our brochure to construction
and real estate companies and key stake holders in and around Taytay Rizal, Bulacan, Quezon
City and Laguna and nearby Town in the Philippines.
• Promptness in bidding for Warehouse leasing from different Food, Agricultural Companies,
Construction Companies and other Industry.
• Advertise our business in relevant business magazines, newspapers and social media platform.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local expos, seminars, and business fairs.
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients
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AA CONSTRUCTION AND DEVELOPMENT INC., is established with the aim of maximizing profits in the
Warehousing and Storage industry and we are going to ensure that we do all it takes to meet and
surpass the expectations of our clients.
AA CONSTRUCTION AND DEVELOPMENT INC., Inc. will generate income by;
• Leasing Warehouse Space

• Renting Out warehouse Equipment
• Provide Warehouse Storage Service
BUSINESS FINANCIAL ANALYSIS
1.10 FUNDING SCENARIOS AND FINANCIAL MODEL
One thing is certain, there would always be a need of Spaces for Products to Store. The Philippines
warehousing industry is highly fragmented with the availability of large number of large and medium
scaled warehousing companies spread across the country. The market encompasses a mix of
unorganized and organized players. The companies in the country are competing with each other on
the basis of the size and location of the warehouse.
We are well positioned to take on the available market in the Warehousing and Storage industry and
we are quite optimistic that we will meet our set target of generating enough income/profits from the
first year.
We have been able to examine the Warehousing and Storage Market and we have analyzed our
chances in the industry and we have been able to come up with the following sales forecast. Below is
the sales projection for AA CONSTRUCTION AND DEVELOPMENT INC., it is based on the location of our
business and of course our target market;
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FINANCIAL PROJECTIONS OF TAYTAY RIZAL, BULACAN, QUEZON CITY AND

LAGUNA WAREHOUSE
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PUBLICITY AND ADVERTISING STRATEGY

We have been able to work with our brand and publicity consultants to help us map out publicity and
advertising strategies that will help us walk our way into the heart of our target market.
Below are the platforms we intend to leverage on to promote and advertise AA CONSTRUCTION AND
DEVELOPMENT INC.,
• Place adverts on both print (newspapers and construction and real estate related magazines)
and electronic media platforms
• Sponsor relevant community – based events/programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, LinkedIn,
Twitter, YouTube, Google + et al to promote our products
• Distribute our fliers and handbills in target areas
• List our company in local directories/yellow pages
• Advertise our company in our official website and employ strategies that will help us pull traffic
to the site.
• Ensure that all our staff members wear our branded shirts and all our vehicles are branded
with our company logo.
START UP EXPENDITURE
From our market survey and feasibility studies, we have been able to come up with a detailed budget
for establishing a standard ready mix concrete manufacturing company and here are the key areas
where we will spend our startup capital;
• Business incorporating fees.

• The budget for Liability insurance, permits and license.
• Acquiring a facility that will accommodate the number of trucks.
• The amount required to purchase the needed concrete mixers, transit mixer trucks, dumper
trucks, crane hoppers, truck-mounted conveyors, wheelbarrows and other related equipment.
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• Equipping the office (computers, printers, projectors, markers, servers/internet facility,

furniture, telephones, filing cabinets, and electronics).
• Launching an official website will cost.
• Amount need to pay bills and staff members for at least 2 to 3 months.
• Additional Expenditure such as Business cards, Signage, Adverts and Promotions will cost.
Going by the report from the market research and feasibility studies conducted, we will need about
Fourteen Million, Four Hundred Thousand and 00/100 ($14,400,000.00) U.S. dollars to successfully
set up One (3) medium scale but standard Warehouse in Taytay Rizal, Bulacan, Quezon City and Laguna
(Philippines).
SUSTAINABILITY AND EXPANSION STRATEGY
The future of a business lies in the number of loyal customers that they have, the capacity and
competence of the employees, their investment strategy and the business structure. If all of these
factors are missing from a business, then it won’t be too long before the business closes shop. One of
our major goals of starting AA CONSTRUCTION AND DEVELOPMENT INC.,
is to build a business that will survive off its own cash flow without injecting finance from external
sources once the business is officially running.
AA CONSTRUCTION AND DEVELOPMENT INC., will make sure that the right foundation, structures and
processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate
culture is designed to drive our business to greater heights and training and re – training of our
workforce is at the top burner.
We know that if that is put in place, we will be able to successfully hire and retain the best hands we
can get in the industry; they will be more committed to help us build the business of our dreams.
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WAREHOUSING

ENGR. VON WIRLO ALICNA

• Providing the desired level of service.

1.2 OUR MISSION AND VISSION STATEMENT

• Increase The Turn-Over Rate

• Audit And Quality

• Chief Executive Officer

1.5 JOBS ROLE AND RESPONSIBILITY

1.5.1 Chief Executive Officer – CEO:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching,

1.5.2 Director of Operations:

• Overseas operations in Warehousing.

1.5.3 Warehouse Manager

1.5.3 Admin and HR Manager

1.5.4 Sales and Marketing Manager

1.5.6 Warehouse Clerks

• Handle other related job as instructed by the Plant Manager.

1.5.7 Client Service Executive

OUR BUSINESS GOALS

▪ Warehousing has limited start-up costs that may be difficult to achieve.

PRODUCTS AND SERVICES

• Warehousing and Storage Leasing

The warehousing market in the Philippines

MARKETING AND SALES PLAN

1.7 TARGET MARKET

1.8 COMPETITIVE ADVANTAGES

1.9 SALES AND MARKETING STRATEGY

and local entrepreneurship.

1.9.1 4Ps of the Marketing Mix

• Product (or Service)

margin, to increase its profitability and competitiveness in the warehousing industry.

consumer-sensitive prices to attract more customers.

will be used to market its operations.

AA CONSTRUCTION AND DEVELOPMENT INC., Inc. will generate income by;

• Leasing Warehouse Space

BUSINESS FINANCIAL ANALYSIS

1.10 FUNDING SCENARIOS AND FINANCIAL MODEL

FINANCIAL PROJECTIONS OF TAYTAY RIZAL, BULACAN, QUEZON CITY AND

PUBLICITY AND ADVERTISING STRATEGY

• Business incorporating fees.

• Equipping the office (computers, printers, projectors, markers, servers/internet facility,

SUSTAINABILITY AND EXPANSION STRATEGY

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