Jamm Co. Rice Farming: I. Name of The Company

JAMM CO.
RICE FARMING
BRGY.
BAGONG
I. NAME OF THE COMPANY
The proponents shall operate under the name JAMM Co. Rice Farming
which came from the first initials of the names of the owners. This company will
be focusing on the farming, production and distribution of rice in Laguna.
The name JAMM Co. Rice Farming will stand as a flag on which lies the
performance of the business because it is one of the great factor in the success
of the business, for it will give the business its own personality and will be
distinguished from other business and it can also give an impact to the
customers.
II. DESCRIPTION OF THE BUSINESS
Rice is one of the most basic necessities in a Filipino’s daily life. JAMM
Co. Rice farming is a business wherein it focuses on production of rice seeds in a
traditional method to provide good quality yet cheap rice grains delivered to
Filipino people and the distributions of the end products to the retailers in
Laguna. Also, JAMM Co. Rice Farming wants to maintain one of the traditions
that we inherited from our ancestors which is to eat rice.
Pamantasan ng Lungsod ng Maynila Page 72

JAMM CO. RICE FARMING
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III. COMPANY LOGO
The company chose the symbol “wheat” to signify the main product of
JAMM Co. Rice Farming which is the rice grains, “field” which represents the
methods used in the production of rice and how the rice grains are produced, the
color green represents the environment that has a big role in helping the
company to produce a good quality rice and aside from that, the natural colors
that depicts the whole logo was to show good rice production and distribution.

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IV. LOCATION OF THE BUSINESS
This agri-business will be located at Barangay Bagong Pook Pila, Laguna
wherein the agri-business will have five (5) hectares Rice Field to be allotted for
starting up a Rice Farming business.
There are a lot of locations that are suited for putting up a Rice Farming
business but Laguna is highly preferred by the proponents because of the
following advantages:
The place is more convenient and easy to travel. Unlike any other
locations or places, Brgy. Bagong Pook, Pila, Laguna is just 2-4 hours (estimated
time travel) which is 85 kilometers away from Manila. The proponents can easily
visit the location and they can check the site in case they need to or there’s an
emergency. And also, the investors can pay a visit to know the situations in the
site and if they want to know the process on how JAMM Co. Rice Farming
produces their rice grains.
Topography. Pila, Laguna has 0-2.5 slope of flat terrain which means that
the location has an appropriate arrangement of the natural physical features of
an area for plating rice.
Climate. Based on studies conducted by Department of Agriculture, Pila,
Laguna has a good climate compare to the other parts of Laguna. It is not much
prone in typhoons and floods because of the mountains surrounding the location
Soil Type. Majority of the soil type that is commonly used in Pila, Laguna
is Calumpang Clay/ Calumpang Series. It is very deep and poorly drained

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meaning it absorbs water slowly and then it retains it for so long. Calumpang clay
is good for planting rice and it is covered with irrigation system.

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V. BACKGROUND OF THE LOCATION
The name Pila is an abbreviation of the tagalog word Pilapil, which itself is
derivative of Pila-pila meaning set of rows, referring to the narrows mounds or
earth of hardened clay which serve as demarcation of boundaries between rice
paddies and adjoining properties. “Pilapil” is a very common sight in rice

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producing areas. Blessed by the bounty of nature with rich soil and water, Pila is
noted as an agricultural town with farming and fishing as its main industry.
VI. SHORT-RUN OBJECTIVES
 To enter the market with good reputation in terms of quality rice grains
with an affordable price.
 To master the current traditional method of planting we are using to be
effective in producing rice quality rice grains.
 To be a stable and loyal supplier to some retailers in Laguna.
 To be able to give opportunities to some farmers those are suffering on
the depreciation of the Agricultural economy in the Philippines.
VII. LONG-RUN OBJECTIVES
 This company aims to enter the rice market in order to provide quality rice
to local markets that would widely benefit the economy since rice is a
staple food and widely accepted by Filipino
 We aim to provide the needs of the Filipino in an appropriate and
affordable price.

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 JAMM Co. Rice Farming aims to have their own harvester and operational
tools to use so that they can provide the needs of their consumers in a
fastest way possible and also to increase their profit.
 The company wants to be one of the top or major suppliers of rice grains
in the whole Laguna and later on in Region 4-A CALABARZON.
 To eventually add more traditional method to our present method once the
business is stable to cut expenses and be more effective in producing rice
and efficient in our work timetable
 To be able to acquire a good amount or percentage of market shares in
Laguna and eventually in Region 4-A CALABARZON.
 To expand our rice field after collecting even half of the return of
investments or when investors have invested in our company.

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I. BACKGROUND OF THE STUDY
The study was conducted in order to know if the agri-business makes
sense and if it is feasible. The researchers come up with the agri-business idea
of rice farming in order to know if they can provide a cheaper or affordable yet
good quality rice grains to their consumers and if they can satisfy one of the
biggest demands of the Filipino market which is rice.
The proponents also come up with this agri-business to ensure that the
JAMM Co. Rice Farming will have a contribution to the improvements of the rice
industry in the Philippines.
II. STATEMENT OF THE PROBLEM
The study sought to determine the feasibility of putting up a 3 hectares
rice field.
 MANAGEMENT ASPECTS:
1. How much would be the required capital in putting up this agri-
business?
2. What are the processes in producing rice grains?

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3. How many personnel are required?
4. How long is the usual growth of rice grains?
5. What is the form of ownership of the business?
6. What are the legal requirements needed in putting up this agri-
business?
 MARKETING ASPECTS:
1. Who are the target markets?
2. What are the extend of the demand and competitions
3. Is the price reasonable and affordable?
4. Is the company’s advertising or promotion be effective and
efficient in attracting customers?
 TECHNICAL ASPECTS:
1. What methods to be used in planting rice grains?
2. What are the required equipment that are needed in planting
rice?
3. How would you ensure good quality of rice grains to be
harvested?
4. Where will be the end products will be distributed?
 FINANCIAL ASPECTS:
1. Is the study going to be feasible and sustainable?

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2. Is the given capital is enough in starting up this 5 hectares rice
farming business?
3. What would be the expenses to be considered in putting up this
agri-business?
4. How long would be the return of investments?
 SOCIO-ECONOMIC ASPECTS:
1. What would be the contribution of the business to the local
community of farmers?
2. Will the study help researchers find solution for the lowering of
agriculture in the economy?
3. Is the study going to help the poor communities with low
budget for foods?
III. OBJECTIVES OF THE FEASIBILTY STUDY
 MANAGEMENT ASPECTS:
1. To be able to meet the required legal documents including
the clearance for putting up the business
2. To be able to hire skilled farmers for a traditional method of
planting rice
3. To provide affordable yet good quality of rice grains
delivered to the local market

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 MARKETING ASPECTS:
1. To ensure potential target markets buying the rice grains
2. To entice bigger investors to invest more money to our
company
3. To be able to form an effective strategies to attract
customers and eventually entice investors
4. To effectively introduced our compny to the local market with
a good reputation
 TECHNICAL ASPECTS:
1. To knowledge ourselves about agricultural business
specially rice production
2. To know what kind of supplies, equipment and furniture and
fixture the business will use
3. To formulate strategies for creating a better method of
growing rice
4. To be able to know if the hired farmers are capable of doing
the job
 FINANCIAL ASPECTS:
1. To show that an agri-business can be feasible and
sustainable

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2. To identify the expenses needed for an effective rice farming
business
 SOCIO-ECONOMIC ASPECTS:
1. To build good relations with the people involved in the agri-
business including the harvester to provide a better range of
investors.
2. To help the Filipino satisfy the local demand of rice in the
Philippines.
IV. SIGNIFICANCE OF THE STUDY
The result of the study will be an important guide and reference to certain
person interested in establishing a rice farming agri-business in the Philippines.
This will also show among future business people the economic feasibility of the
venture. Since rice is a Filipino culture, putting up a project like this in reality will
help the country’s economic state in accordance to rice farming and will also
increase rice production and widen the rice industry business.

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V. SCOPE AND LIMITATIONS
This study of the “JAMM Co. Rice Farming” will be based on
management, marketing, technical, financial and socioeconomic aspect of
business. Consumers and retailers will be the main respondents. The product will
be disseminated within the market place of Laguna and orders are accepted by
the retailers that the company have and also we accept from the customers who
are willing to purchase our product.
VI. METHODOLOGY
A. SAMPLING METHOD
In this study the researcher’s used non-probability convenience sampling
method in which a list of questions for consumers and retailers in different parts
of Laguna specifically in the market places for the retailers.
B. SAMPLING TOOLS

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In this study the researchers used survey paper in which a list of questions
was answered by rice consumers and retailers in different locations in Laguna.
The questionnaires were used to prove that there is a demand of rice in Laguna.
C. SAMPLING AREA
The researchers conducted the survey paper in different locations in
Laguna market places for the retailers and the consumers in the said location.
VII. DEFINITION OF TERMS
1.) MATURITY – Refers to the growth rate of rice grains.
2.) RELIEVER – Occasional or seasonal employees.
3.) MIDDLEMAN – The person who connects the producer to supplier.
4.) BINHI – Pre-sprouted rice plant.
5.) SABOG TANIM – A type of rice seed planting that throws seeds into
multiple directions.
6.) LIPAT TANIM – Is a type of rice seed planting that uses a plant and
putting accordingly to soil.
7.) HIGH BREED OR INBREED – A type of rice grains.
8.) HERBICIDE – A pesticide that is used for plants.
9.) DIAME – Is the waste of rice seeds after harvesting.
10.) CULTIVATE – Prepare and use land for crops or gardening to acquire a
quality land to be planted.
11.) IRRIGATE – To supply water to the land to ensure and help the growth of
crops.

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12.) HARVESTER – Machinery that turns crops to rice seeds that is ready for
heating.
13.) 60-0-0 – Is a type of fertilizer used in rice crops.
14.) VARIETY 218 – The seed used in sabog tanim.
15.) HECTARE – 10,000 sq. meter
16.) SEED GROWERS – People who sells seeds or binhi.
17.) FERTILIZER – A chemical or substance added to soil or land to increase
fertility of crops.
18.) ABONO – Fertilizer
19.) KABAN – 50 kilograms of a sack of rice.
20.) GAPAS – Ani
21.) KISKIS – a process in which the rice grains are peeled

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I. INTRODUCTION
Producing rice is a very important business in whole Asia and of course in
the Philippines too. This company focuses mainly on the step-by-step method of
rice farming starting from the cultivation of the soil, irrigation process, preparation
of seeds and fertilizers until the harvesting time to provide good quality rice
grains.
JAMM Co. Rice Farming is a partnership company that produces good
quality yet cheap or affordable rice grains that are produced specifically for the
local markets. This company aims to prove its service to local markets to entice
investors to continually provide the slowly growing market of rice consumers.
II. COMPANY’S MISSION AND VISION STATEMENT
Vision:
JAMM Co. envision to be one of the top rice producer of good quality
grains and eventually to retain good investor to our company.

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To be the number one rice production business in Laguna and to help
community by giving good quality and affordable rice.
Mission:
To produce a good quality of rice grain and attract more investor to invest
more money in our company
To provide quality rice and service that meets its customer’s satisfaction.
III. COMPANY’S CORE VALUES
A. INTEGRITY
Being a good citizen, giving back to the community and complying
with regulation.
B. EXCELLENCE
We find deep satisfaction in excellent service to our clients and
recognizing the trust they place in us.
C. SERVICE EXCELLENCE
To maintained and build a good quality of service that will produce
a good quality of product.
IV. COMPENSATION AND BENEFITS OF THE EMPLOYERS
A. SALARY SCHEME
POSITION: AMOUNT OF SALARY: DAYS OF WORK IN A
MONTH:
Management Officer Php 400/day 20 days

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Accountant Consultant Php 750/day On Call (must be 16 days
per month)
Stay-in Farmers 200/day Everyday
Driver 500/day 7 Days per harvest
TABLE 1: SALARY SCHEME
B. PAYDAY
POSITION: PAYDAY:
Management Officer Every 15 days of the month (2x a month)
Accountant Consultant Every 15 days of the month (2x a month)
Stay-in Farmers Every week (4x a month)
Driver Every after the harvest
TABLE 2: PAYDAY
C. BENEFITS OF THE EMPLOYEES AND FARMERS
POSITION: BENEFITS:
Management Officer Php 5,000 Christmas Bonus
Accountant Consultant Php 5,000 Christmas Bonus
Stay-in Farmers - Alloted allowance for their food and
other necessities
- Php 5,000 Christmas Bonus

Driver - Php 5,000 Christmas Bonus
TABLE 3: BENEFITS OF THE EMPLOYEES AND FARMERS
V. COMPANY’S POLICIES, RULES AND REGULATION

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A. GENERAL POLICIES
 For Owners
- The owners will not be withdrawing any kind of assets or cash
capital or anything that belongs to the partnership for personal
use unless 5 years of operation is finished in order easily gain
and track their return of investments.
 For Harvester
- The harvester should always be at the time of maturity of the
crops to harvest the crops, dry them, and package them on
sacks. JAMM company will only be paying 10% of the payment
and will only be handed by the accounting officer of JAMM
company after JAMM Company receive the sales per harvest.
The percentage (10%) will only be increased or decreased after
re-contract signing.
 For Retailers
- If the retailers would not comply with the total payment needed
the company will give then a time within the year to pay the full
balance or if not, 60% of the total balance within the year and
40% of the total balance to the following year.
 For Management officer

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- The management officer should comply 20 days of working
days to regularly check the procedures from start to finish that
farmers don’t have the authority to act upon.
 For Accountant
- The accountant will only be on call and should comply atleast 16
days to the company in order to comply company needs like
accounting of expenses and income and the payroll of the
employees.
 Regular farmers
- Stay-in farmers should be on the site from the first quarter to
last quarter of planting with weekends off exception only If they
are critically needed to regularly check what is needed to be
done and they are required to regularly report to the
management officer.
 Driver general policy
- The driver will be on call and should comply at least 7 days for
delivering purposes only at the quarter of harvesting.
 On call farmers

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- Farmers that are relievers are provided by the agency from the
harvester should be present when needed depending on the job
given that they should bring equipment. They will be notified a
few days when they will be on call and will only be paid after the
job has been done.
VI. FORM OF OWNERSHIP
JAMM CO. Rice Farming is a partnership type business wherein a two or
more persons bind themselves to contribute money, property or industry to a
common fund, with the intention of dividing the profit among themselves. The
chosen type of business ownership is appropriate to the nature of business which
is the rice farming since it needed a large amount of capital and also, it should be
maintained properly.
VII. LEGAL REQUIREMENTS FOR BUSINESS
A. BARANGAY PERMIT
B. FIRE SAFETY EVALUATION PROGRAM
C. FIRE SAFETY CHECKLIST FOR BUILDINGS
D. FIRE SAFETY INSPECTION CERTIFICATION
E. INSPECTION ORDER
F. BARANGAY WORKING CERTIFICATION

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G. CONTRACTS BETWEEN HARVESTER
H. CONTRACTS BETWEEN RETAILERS FOR DEBTS OR PAYMENT OF
BALANCE
I. REQUIREMENTS AND STEPS FOR APPLYING PARTNERSHIP
(Securities and Exchange Commission)
 REQUIREMENTS:
- Name Verification Slip
- Articles of Partnership
- Joint Affidavit of two or more partners to changes partnership
name. (Not required if stated in the Articles of Partnership
- Endorsement or Clearance from other government agencies (if
applicable
 STEPS:
STEP APPLICANT/CLIENT SERVICE GUIDELINES FEES
DURATIO PROVIDER
N
1 Verify or reserve If proposed P100.00
10 mins. proposed name name is /reservation
allowed by the for 30 days;
system, the
reservation
and
confirmation
notice is

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printed and
given to the
applicant;
2 Present Articles of Check the Requirements Filing fee: 1/5
10-15 Incorporation and By- document of the Civil of 1% of the
mins. Laws at Green Lane presented. If Code of the Partnership`s
Unit Ground Floor, complete, Philippines capital but not
Secretariat Bldg., PICC advise the and other less than
Complex, Roxas registrant to existing laws P2,000.00
Boulevard Pasay City pay the filing M.C. No. 21 s. plus 1% of the
fee. If not, of 2013 on amount as
advise Omnibus legal research
applicant to Guidelines and fee
comply with Procedures on
requirements the use of
Corporate and
Partnership
names
M.C. No, 8 s.
of 2013 on
Filipino-foreign
ownership on
nationalized

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and partly
nationalized
activities
M.C. No. 3 s of
2006 on
principal office
and SEC MC
No. 6 s. of
2014 on
amendment of
the principal
office address
E.O. 98 dated
April 28, 1999
on Tax
Identification
Number (TIN)
MC No. 1 s. of
2013 on
mandatory TIN
of foreign

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investors
3 Pay filing fee at the After receipt of None
1 min Cashier located at the the application,
Ground Floor, CPRD staff
Secretariat Bldg., PICC generates the
Complex, Roxas Certificate of
Boulevard Pasay City Recording of
and file application with the Articles of
the Receiving Unit, Partnership
CRMD located at the bearing
Ground Floor, applicant`s
Secretariat Bldg., PICC SEC
Complex, Roxas registration no.
Boulevard Pasay City and Unified
Registration
Report (URR)
4 Present Official Receipt The Asst. None
5 mins. to Releasing Unit, Director
Ground Floor, reviews the
Secretariat Bldg., PICC application and
Complex, Roxas forward it for
Boulevard Pasay City to approval of the
get the Certificate of CRMD
Recording of the Director.

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Articles of Partnership
TABLE 4: STEPS IN APPLYING FOR PARTNERSHIP
VIII. CAPITALIZATION
The 4 components of the business will have a total contribution of
10,000,000 pesos as capital. All 4 contributors have same amount of contribution
to have a general form of partnership.
PARTNERS: CONTRIBUTION:
Enriquez, Aljon D. Php 2,500,000
Fajardo, Ian Joie M. Php 2,500,000
Montuya, Jhon Michael R. Php 2,500,000
Pineda, Mark Rafael L. Php 2,500,000
TABLE 5: CAPITALIZATION
IX. ORGANIZATIONAL CHART
4 MEMBERS OIC: Officer In Charge

PROPONENTS
Management/ Operation
Officers
DRIVER FARMERS (3)
FERTILIZER
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MACHINERY OPERATIONS
CULTIVATION
IRRIGATION
FIGURE 1: ORGANIZATIONAL CHART
X. LABOR REQUIREMENTS
The company shall be employing at least 3 stay-in Farmers to run the agri-
business JAMM Co. Rice Farming. Their job includes the rice planting, reporting,
checking and maintaining the rice field in order to ensure that the methods are
properly done. And also, aside from their salary, they will also receive an
allowance and a place to stay.

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I. PRODUCT DESCRIPTION
A. HEALTH BENEFITS OF THE PRODUCT
White rice is a good source of energy as it consists of an enough
amount of carbohydrates. It is also rich in minerals such as calcium and
iron which promote healthy red blood cells and vitamins like niacin, vitamin
D, thiamine and riboflavin that improves metabolism.

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II. POPULATION
A. HISTORICAL POPULATION
2015 2016 2017 2018

LAGUNA 3,035,081 3,142,067 3,197,842 3,249,054
TABLE 6: HISTORICAL POPULATION
B. PROJECTED POPULATION
2019 2020 2021 2022

LAGUNA 3,325,407 3,403,554 3,477,752 3,553,567
TABLE 7: PROJECTED POPULATION
III. DEMAND ANALYSIS
For Filipinos, rice is usually the most common source of carbohydrates
unlike the western countries. Rice is a staple food in the Philippines and that is
why the demand of rice in the Philippines is ever growing. Rice serves as a very
important commodity in the Philippines economically, socially and even
politically.
Filipinos are rice dependent on the average, 30% of Filipino’s income is
allocated for rice (www.bas.gov.ph) over the past 2 decades the demand for the
rice in the Philippines is constantly increasing and expected to continuously
increase.
A. HISTORICAL DEMAND
HISTORICAL HISTORICAL MARKET FREQUENCY HISTORICAL

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YEAR: TARGET ACCEPTABILITY OF BUYING ANNUAL
MARKET OF RICE (B): (C): DEMAND
POPULATION (D=AxBxC):
(A):
2015 3,035,081 85% 86% 2,218,644.21
2016 3,142,067 85% 86% 2,296,850.98
2017 3,197,842 85% 86% 2,337,622.50
2018 3,249,054 85% 86% 2,375,058.47
TABLE 8: HISTORICAL DEMAND
LEGENDS:
A = Historical population of target market
B = Percentage of respondents who are willing to buy our local product
C = Percentage of buyers of local farmed rice
D = Historical market demand of rice for the past 4 years
B. PROJECTED DEMAND
YEAR: PROJECTED MARKET FREQUENCY PROJECTED
TARGET ACCEPTABILIT OF BUYING ANNUAL
MARKET Y (C): DEMAND
POPULATION RATE (B): (D=AxBxC):
(A):
2019 3,325,407 85% 86% 2,430,872.52
2020 3,403,554 85% 86% 2,487,997.97
2021 3,477,752 85% 86% 2,542,236.71
2022 3,553,567 85% 86% 2,597,657.48
TABLE 9: PROJECTED DEMAND
LEGENDS:

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A = Projected population of target market
B = Percentage of respondents who are willing to buy our local product
C = Percentage of buyers of local farmed rice
D = Projected market demand of rice for the past 4 years
IV. SUPPLY ANALYSIS
The government is heavily involved in the production, availability and
distribution of rice in order to make sure that the community or public has a
stable and sufficient supply. However, despite serious efforts, production is still
not good enough and the demand is still continually rising which is forcing the
government to import rice that apparently caused large losses of government
funds if the government doesn’t security program and will also affect the national
security and the economy.
Importing rice because of the shortage of supply would not answer the
problem because the lower-class of Filipino wouldn’t be able to afford its price.
According to Rappler, Filipinos consume around 170 kilograms of rice. Since the
Filipinos population for 2015 is 101,802,706 the rice that they will be able to
produce can only feed 96 million and the 5 million of Filipinos will have to
consume imported rice.

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A. HISTORICAL SUPPLY
HISTORICAL HISTORICAL METRIC TONS TO TOTAL
YEAR (A): SUPPLY OF RICE KILOGRAMS HISTORICAL
(B): CONVERSION (C): ANNUAL SUPPLY
(D=BxC+B):
2015 162,520.26 10 1,625,202.60
2016 163,047.07 10 1,630,470.70
2017 165,421.15 10 1,654,211.50
2018 166,009 10 1,660,090
TABLE 10: HISTORICAL SUPPLY
LEGENDS:
A = Historical year
B = Historical supply of rice in Laguna
C = Multiplier of historical supply from metric tons to kilograms

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D = Historical annual supply of rice in the whole Laguna
B. PROJECTED SUPPLY
PROJECTED PROJECTED METRIC TONS TO TOTAL
YEAR (A): SUPPLY OF RICE KILOGRAMS PROJECTED
(B): CONVERSION (C): ANNUAL SUPPLY
(D=BxC+B)
2019 169,497.74 10 1,694,977
2020 172,986.48 10 1,729,864
2021 176,475.22 10 1,764,752
2022 179,963.96 10 1,799,639
TABLE 11: PROJECTED SUPPLY
LEGENDS:
A = Projected year
B = Projected supply of rice in Laguna
C = Multiplier of historical supply from metric tons to kilograms
D = Projected annual supply of rice in the whole Laguna

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V. DEMAND-SUPPLY ANALYSIS
A. HISTORICAL DEMAND-SUPPLY GAP
HISTORICAL HISTORICAL HISTORICAL HISTORICAL
YEAR (A): DEMAND (B): SUPPLY (C): DEMAND-SUPPLY
GAP (D=B-C)
2015 2,218,644.21 1,625,202.60 593,441.61
2016 2,296,850.98 1,630,470.70 666,380.28
2017 2,337,622.50 1,654,211.50 683,411
2018 2,375,058.47 1,660,090 714,968
TABLE 12: HISTORICAL DEMAND-SUPPLY GAP
LEGENDS:
A = Historical year
B = Historical demand
C = Historical supply
D = Historical demand-supply gap of rice in the whole Laguna

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B. PROJECTED DEMAND-SUPPLY GAP
PROJECTED PROJECTED PROJECTED PROJECTED
YEAR (A): DEMAND (B): SUPPLY (C): ANNUAL
DEMAND-SUPPLY
GAP (D=B-C)
2019 2,430,872.52 1,694,977 739,895.52
2020 2,487,997.97 1,729,864 759,133.97
2021 2,542,236.71 1,764,752 777,484.71
2022 2,597,657.48 1,799,639 798,018.48
TABLE 13: PROJECTED DEMAND-SUPPLY GAP
LEGENDS:
A = Projected year
B = Projected demand
C = Projected supply
D = Projected demand-supply gap of rice in the whole Laguna
VI. MARKET SHARE

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A. MARKET SHARES IN LAGUNA
MARKET SHARE PILA 16,684
CALANAN 16,455
SANTA MARIA 15,391
SANTA CRUZ 13,426
VICTORIA 12,875
MABITAC 11,828
SINILOAN 7,883
BAY 7,575
CALAMBA 7,185
PAGSANJAN 6,486
FIGURE 2: MARKET SHARES IN LAGUNA

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The figure shows the market share of the different places in Laguna in the
industry of rice production. Pila has the largest share in rice field farming that has
a total of 16,684.
MARKET SHARE JAMM Co. Rice Mill
Princess Kielle Rice Supplier
A.R Rice Dealer & Supplier
Lorna Rice Supplier
Omel Rice Dealer
Belen, Ofrecio Rice Dealer
Alimario Alex C Rice Supplier
Jollizas Mart and Rice Supplier
Aliaga Rice Dealer
Gil Rice Dealer & Retailer
B. MARKET SHARES OF DIRECT COMPETITORS

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FIGURE 3: MARKET SHARES OF DIRECT COMPETITORS
VII. MARKETING MIX
A. PRICE STRATEGY
There are some factors that will help rice farming company to sell
their product at the right price that will guarantee that the company is
earning profit depending on the strategies that they acquire but there are
some factors that are beyond the company’s control. For example, if there
is a bad weather or there are natural disasters in the location where you
have your commercial rice farm, then it will directly affect the harvest of
rice and also the prices of your product.
Over and above, In getting the right pricing for our product which is
the rice grains, we ensure that we choose a good location for our
commercial farm, choose a good breed or seeds that will guarantee
bountiful harvest and we are trying our best to attract buyers to our farm
as against taking our products to the market to source for buyers. With
this, we would have successfully decreased the cost of transporting our
harvest to the market and other logistics.

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Our company is very aware that one of the easiest means of
penetrating the market and acquiring loads of customers for rice is to sell
them at a competitive prices hence, we will do all we can to ensure that
the price of our product are going to be what other commercial rice
company would look towards beating.
The rice end product would be sold to retailers for a price of 35 php.
per kilo and 1750 pesos for a kaban of 50 kg. The standard market price
would be ranging from 38-40 depending on the retailers and some of them
base their price on the SRP of Laguna.
B. PRODUCT STRATEGY
JAMM Co Rice Farming will produce a rice crop that will be sold to a
harvester business that will be affordable yet has a good quality. The
company will be using the traditional way and will only be sold to local
markets.
C. PROMOTION STRATEGY
The initial objective of our advertising is to inform local markets of our
affordable quality rice by putting up warning signs like “road closed”, “no
parking”, “one way” and etc. signs with our brand logo underneath or on the
sides. We will also be giving stickers to jeepney and tricycle drivers with
“barya lang po sa umaga” , and “ no smoking” sign with our brand name and

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logo underneath and later to entice a larger span of market with bus logo at
the back in order to expose our brand logo to big investors.
D. PLACE STRATEGY

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The rice farm is located at Brgy. Pook, Pila, Laguna that has a span of 5
hectares and 300 square meters. The proponents chose the location because
it is convenient in a way that it is already a rice-farming field ready and it is
much easier for the investors and agencies to travel, it has a good quality of
soil which is suited in planting rice and this part of Laguna has a great climate
that can help the rice crops grow in its optimum size and quality.
E. PROCESS
The process that the company used in their Rice Farming is the traditional
method which is the Lipat-tanim wherein it is a systematic way of planting rice
seeds. A traditional way of planting crops with local farmers of Laguna and
continuously improving some lack in the traditional method to have an
efficient and effective workforce.
F. PHYSICAL EVIDENCE
The physical evidence of the company will create a greater image of price
farming in terms of land in Laguna. The 3 hectares will have a continuous
planning crops 3 times per annum that is not planned to stop depending on
natural calamities.
VIII. MARKETING RESEARCH

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A. MARKETING RESEARCH BACKGROUND PLAN
The survey was conducted with survey questionnaire mainly the
consumers of rice in Laguna and the retailers. The researchers will have a
total of 100 respondents for the consumers and 30 for the retailers around
the said area.
The researcher used the survey questionnaire to conduct the
survey. It is used to measure the consuming characteristics and/or
attitudes of people. The type of sampling that the researchers used is a
non-probability sampling (random sampling). The researchers conducted
questions and they chose respondents that are from Laguna area that
ranges from 18-70 years old who has the ability of purchase rice.
B. SURVEY RESULTS, ANALYSIS AND RECOMMENDATION
 BUSINESS TO CONSUMERS

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FIGURE 4: SURVEY RESULTS FOR AGE OF CONSUMERS
FIGURE 5: SURVEY RESULTS FOR BRAND OF RICE

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FIGURE 6: SURVEY RESULTS FOR WILLING TO BUY LOCAL FARMED RICE
FIGURE 7: SURVEY RESULTS FOR NUMBER OF CONSUMED RICE IN A WEEK

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FIGURE 8: SURVEY RESULTS FOR CONSUMERS OF RICE
FIGURE 9: SURVEY RESULTS FOR GENDER OF CONSUMERS

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FIGURE 10: SURVEY RESULTS FOR PEOPLE WHO CAN GO THRU A DAY WITHOUT RICE
FIGURE 11: SURVEY RESULTS FOR CONSUMERS WHO CONSIDERED BUYING CHEAP YET
GOOD QUALITY OF RICE

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FIGURE 12: SURVEY RESULTS FOR CONSUMERS WILLING TO PAY FOR A KILOGRAM OF RICE
FIGURE 13: SURVEY RESULTS FOR WHAT PEOPLE SUBSTITUTE FOR RICE

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FIGURE 14: SURVEY RESULTS FOR PEOPLE WHO PREFER BUYING RICE
 BUSINESS TO BUSINESS
Gender
Male
13
Female
17

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
Figure 15: Survey Results of Retailers Gender
Age
11 20-30 yrs old

31-40 yrs old
41-50 yrs old
5 more than 50 yrs old
Figure 16: Survey Results of Retailers Age

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Number of Suppliers retailers have
1-3 Suppliers
4-6 Suppliers
7-9 Suppliers
More than 9 Suppliers
22
Figure 17: Survey Results for the number of suppliers retailers have
What type of rice retailers are selling?
Local Rice
Imported and Local Rice
22
Figure 18: Survey Result for the type of rice retailers are selling

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Would you buy a local rice from a new supplier?

2
Yes
No
28
Figure 19: Survey Results of If retailers are willing to buy local rice from a new supplier
Number of kilograms retailers sell in a day
30-40 kgs
50-60 kgs
70-80 kgs
More than 80 kgs
3
20

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Figure 20: Survey Results for the number of kilograms retailers sell in a day
How often do they get rice supplies

2
1
Once a week
Twice a week
8 Thrice a week
Monthly
19
Figure 21: Survey Results of how often retailers get rice supplies

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Number of sacks retailers usually buy from

suppliers
7 5-10 Sacks of rice

11-15 Sacks of rice
11 16-20 Sacks of rice
21-25 Sacks of rice
More than 25 Sacks of rice
3
6
Figure 22: Survey Results for number of sacks retailers usually buy
Price range of retailers

4 5
30-40 Pesos
41--50 Pesos
51-60 Pesos
More than 60 Pesos
21
Figure 23: Survey Results for Price Range of retailers

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How do they price their rice

1.2
6 Depending on how good the

4
rice
Depending on the price of the
suppliers
Depending on the
season/climate
Depending on SRP
(Suggested Retail Price)
12
Figure 24: Survey Results for how retailers price their rice
IX. MARKETING ENVIRONMENT ANALYSIS
A. INDUSTRY ANALYSIS
Rice farming process is a very important sector when it comes to
the economy of the economy of the Philippines. Amongst all the crops in
the Philippines rice farm is the most demandable by Filipino consumer.
The Philippines is the world’s eight- longest rice producer. Its arable
land or suitable for growing crops totals to 5.4 million hectares. Rice area

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harvested has expanded from nearly 3.8 million hectares in 1995 to about
4.4million hectares in 2010.
The demand of the rice in the Philippines is ever growing because
rice is a staple food for most Filipino’s across the country, the nation
capital rice consumption rice from 93.2kilograms per year in 1995 to 123.3
kilogram per year in 2010. Rice faming is indeed one of many businesses
investors are interested in rice farming also helps a bunch worth in
farmers who are dependable in agribusiness.
X. TARGET MARKET
A target market is a group of customers towards which a business has
decided to aim its marketing efforts and ultimately its merchandise. Our
company’s target market would be the locals particularly the Region 4-A
CALABARZON.
XI. MARKET SEGMENTATION
A market segment is a classification of potential customers by one or more
characteristics in order to identify groups of customers which have similar needs
and demand concerning the recognized quality of products.
1. GEOGRAPHIC
INDUSTRY AGRICULTURAL PRODUCTS

COUNTRY PHILIPPINES

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CITY ASIA
REGION REGION 4-A CALABARZON
DENSITY RURAL
SPECIFIC AREA CAVITE, LAGUNA, BATANGAS, RIZAL,
QUEZON PROVINCE
TABLE 14: GEOGRAPHIC SEGMENTATION
2. DEMOGRAPHIC
AGE 18-70 YEARS OLD

GENDER MALE AND FEMALE
OCCUPATION ANYONE WITH THE CAPACITY TO PAY
TABLE 15: DEMOGRAPHIC SEGMENTATION
3. PSYCHOGRAPHIC
SOCIAL CLASS LOW, MIDDLE AND UPPER CLASS

LIFESTYLE FILIPINO FOOD ENTHUSIAST
PERSONALITY PEOPLE WHO LOVES EATING HEAVY
MEAL
TABLE 16: PSYCHOGRAPHIC SEGMENTATION
VIII. SWOT ANALYSIS

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STRENGHTHS: WEAKNESSES:
 Competitive price range enables  Limited promotion
affordability of the product.  We are a new commercial rice
 Use of traditional method and farms in Laguna
slowly adapting to the modern  Innovation
farming in terms of machinery.  Modern technology – Lack of
 Helping agriculture industry by expertise in technology
investing on agricultural business.  Lowest market share
 We have healthy relationships with  Some machineries are rented
loads of major players involving the
agriculture merchants who deal in
rice in the commercial farm
industry; both the suppliers and
buyers within the Region 4-A
CALABARZON.
 We can confidently boast that we
have some of the most experiences
farmers in Laguna.
OPPORTUNITIES: THREATHS:
 We may have the lowest market  Natural Calamities
share but Laguna was one of the  Competitors from other location
place where rice production is who has a high market shares
growing  Pesticides
 Increasing number of population in  Modern Farming
the Philippines which cause to the

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increase of the demand of rice
TABLE 17: SWOT ANALYSIS
IX. PESTLE ANALYSIS
OPPORTUNITIES: THREATS:
POLITICAL  Change in government
policies (e.g. trade
regulations and tariffs
related to basic materials)
 Changes in the tax policy
regarding agricultural
business and production.
(e.g. Train law)
ECONOMIC  Economic Growth Rate  Labor costs and
(increase in market size) productivity in the
economy
 Inflation (change in food
prices)

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SOCIO-  Having a good quality of  Issues about plastic rice
ECONOMIC rice to subject others to
buy and try our product
 Population growth rate
(increase in market size)
TECHNOLOGY  Low cost because our The technological threat could be
company focuses on the invention of new machineries
manpower method in farming. If any new
machineries are being introduced
then our company has to adopt to
that slowly because JAMM Co.
Rice Farming uses a traditional
method in which we focuses
mainly I manpower than the
machineries.

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LEGAL  R.A. no. 2084 – An act to  Rice tariffication bill
promote rice and corn
production
 R.A. no. 10068 – An act
providing for the
development and
promotion of organic
agriculture in the
Philippines
ENVIRONMENT  Not having much waste  Natural disasters such as
to affect the environment typhoon, pollution control,
water waste
TABLE 18: PESTLE ANALYSIS

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I. BUSINESS DESCRIPTION
JAMM Co. Rice Farming is a partnership company which will operate rice
farming agri-business in Brgy. Pook, Pila, Laguna consisting of 5 hectares and
300 square meters of rice field. The business will focus on producing a cheap yet
good quality rice grains and to be distributed by the company in some areas in
Laguna and by the middleman in CALABARZON areas.
II. PROJECT TIMETABLE
METHODOLOGY OF INDIRECT METHOD OF RICE FARMING
1st Step: 1 day
CULTIVATION PROCESS
TRACTOR- To till or plow the soil. (BUNGKAL)

2nd Step: 1 day
PAGONG- Flattening of plowed soil and to remove unnecessary
weeds in the bed of soil.

3rd Step: 1 day
KULIGLIG- Preparing the soil to be arranged and be ready for
irrigation.
4th Step: Half Day
IRRIGATION- to fill the bed of soil with water.
5th Step: 1 and a half day

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Letting the soil absorb the water and let it sit for 1 and a half day.
6th Step: 15 days
Before the cultivation even starts, the farmers arranged a bed of
soil where they plant a seed that is called variety 216. This seed
will grow into a few inches for 15 days. This method is called the
“Dalakdak” method. This the method is a systematic way of lipat
tanim that will eliminate the wasting of unnecessary growth that
usually goes to waste.

7th Step 1/3 of the day
Once the dalakdak bed is ready for moving, the plant will be taken
out of the bed.

8th Step 2/3 of the day
Budbod method- moving or replanting of binhi plants from the bed Start of the 90
to the well cultivated and irrigated soil days of maturity
9th Step: 1 day
Kaladkad method- outlining of soil for the plant to be organized 2nd day of 90 days
while growing. of maturity
10th Step: Every 2 to 3 days
Checking or maintenance of the crops and their conditions. Every 2 of irrigation
to 3 days of irrigation depending on the climate

11th Step: First 15 days or
Fertilizer- also known as abono method or putting fertilizer to the 30 days
crops on the first 15 days or 30 days

12th Step: First 30 days and

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Spraying of multiple pesticides for controlling pests on the first 30 70 days of
days of maturity and 70th day. This will be monitored depending on maturity
the climate but pesticides will be at least twice on every 90 days of
maturity.
13th Step End of 90 days
End of 90 days of the maturity of crops

14th Step:
Harvesting of 5 hectares that will total of 3 hours and drying of rice
grains at the rest of the day

15th Step
Delivering of harvester of sacked rice grains that aren’t pealed.
16th Step:
Kiskis method or pealing of rice grains to be ready for
commercializing.
17th Step: Rest of 10-13
Commercializing of rice days of first
-Delivering quarter
-Negotiating
TABLE 19: METHODS OF INDIRECT RICE FARMING
III. OPERATIONAL FLOWCHART
A. BUSINESS TO BUSINESS FLOWCHART
CULTIVATING PAG-SASABOG Pamantasan ng Lungsod ng Maynila Page 72

PATUBIG
THE SOIL NG ABONO
IRRIGATION PAG-TANIM PAG-ANI

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PAG-TRAKTORA PAG-BATAK PAG-KISKIS
BUDBOD FINAL
PAG-PAGONG END USER
(Salinang of Binhi) PACKAGING
LAPLAP
PAG-KULIGLIG (Removing of MIDDLEMAN RETAILER
binhi)
IV. PLANT SIZE AND PRODUCTION PLANNING
A. PLANT SIZE
The rice plant will/can grow up to 1-1.8m (3.3 – 5.9 ft.) tall or more
depending on the variety and soil fertility. While the rice grains can grow up to
5.51 to 6.6 mm which is the medium size of a normal rice grains.
B. PRODUCTION SCHEDULE
JAMM Co. Rice Farming will produce a good quality rice grains three (3)
times per annum. The first rice production will start on January and the first
harvest will be on March then April will be the preparation for the next rice
production. Followed by the next rice production on May then the harvesting
will be on July then August will be the preparation for the last production of
the year. And the last production will start on September and will be
harvested on November then December will be the preparation for the rice
production for January.

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JANUARY AUGUST SEPTEMBER

FIRST PREPARATION LAST
PRODUCTION FOR THE PRODUCTION
SECOND
PODUCTION
MARCH NOVEMBER
FIRST JULY LAST
HARVESTING SECOND HARVESTING
HARVESTING
APRIL DECEMBER
PREPARATION MAY PREPARATION
FOR THE FOR THE
SECOND SECOND PRODUCTION
PODUCTION PRODUCTION FOR THE NEXT
YEAR
V. LOCATION PLANNING
A. PLANT LAYOUT DESIGN AND SPECIFICATION (FLOOR PLAN)

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VI. FACILITIES PLANNING
A. MACHINERIES AND EQUIPMENTS
The total amount of equipment and machineries used is 8,600 pesos
(eight thousand six hundred pesos) per hectares
TRAKTORA 4,500 pesos per hectare

PAGONG 2,000 pesos per hectare
KULIGLIG 2,000 per hectare
KISKIS 100 per hectare (2 pesos per kilo = 50 kg
per hectare)
TABLE 20: MACHINERIES AND EQUIPMENTS
VII. SUPPLIES
The total amount of supplies used is 7,910 pesos (seven thousand nine
hundred ten pesos) per hectares
QTY. PRICE
SEED/BINHI 1 1,400 pesos per hectare
KRUDO-GASOLINE 1 2,000 pesos per hectare
FERTILIZER 1 1,175 pesos per hectare
FUNGICIDE (PAMATAY 250 ml 725 pesos per hectare
AMAG)
HERBICIDE (PAMATAY 1 liter 410 pesos per hectare
DAMO)
MOWER
MOLLOSCIDE (PAMATAY 1 kg 255 pesos per hectare
SUSO)
NICIOUS M

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INSECTICIDE (PAMATAY 16.7 kg 1,210 pesos per hectare
INSEKTO)
LEADFORCE ULTRA
INSECTICIDE (PAMATAY 1 sachet 310 pesos per hectare
INSEKTO)
STARKLE
INSECTICIDE (PAMATAY 1 liter 405 pesos per hectare
INSEKTO)
BUGBUSTER/ DEATHBUG
PAMATAY DAGA 1 sachet 20 pesos per hectare
ZINC PHOSPIDE
TABLE 21: SUPPLIES
VIII. WASTE DISPOSAL
In every production, waste management is important. The rice production
business has little to zero waste because all the rice crop contains a waste that are
all biodegradable and can be used as fertilizers.
From the seeds that grows crops o the end product of rice seed has a
segregation of waste that will be used as fertilizers and food for farm animals, foods
like the straws for cows and horses and the Darak for poultry and hog animals that

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are segregated at the rice milling process. So we can say that the production of rice
is a waste-free because we don’t need to collect garbage.
XII. MAINTENANCE PLAN
A span of 120 days:
Checking or maintenance of Every 2 months
machineries
Payment of Amilliar Annually
Water irrigation or water supply Daily
management
Checking or inspecting of different Weekly after plants has been moved
pests
TABLE 22: MAINTENANCE PLAN
I. FINANCIAL ASSUMPTIONS
 Cash Sales are 70% of Total Sales
 Receivables are collected 60% in the current year and 40% the following
year.
 Cash purchases are 65% of Total Purchases
 All other expenses are paid in cash
 Depreciation method used is straight line method
 Useful life of non-current assets

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 No withdrawals in any form should be made during the first five years of
operations.
II. BALANCE SHEET TABLE 23: BALANCE SHEET

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III. INCOME STATEMENT TABLE 24: INCOME STATEMENT

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IV. CASH FLOW STATEMENT TABLE 25: CASH FLOW STATEMENT

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V. OWNER’S EQUITY TABLE 26: OWNER’S EQUITY

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VI. NOTES TABLE 28: NOTES

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I. Socio- Economic Aspect
A. Economy
Since our business is Agricultural it will be a part of helping the dying Agri-
business/Farming in the Philippines and also the employment rate of farmers
within Laguna. Our business will be encouraging Filipino’s to buy local rice
products than buying from imported rice. This will help our economy in terms of
buying local than buying imported.
B. Culture
Rice has been a staple food for centuries. A large scale of Filipino’s can’t
have meals when rice isn’t available. Rice completes and sustains the everyday
life of Filipino’s whether they may be young or old.
C. Environment
Rice hulls is one of the wastes in rice farming it can also be use in poultry
farming and in case natural disaster happen, rice that cannot be sold can be
used to irrigate the soil.
D. Government
This Agri-business will help the Government in both rice production and
distribution to contribute in the Rice market share here in the Philippines.

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E. Future Researchers
This feasibility study will help the future researchers, in this study it
contains accurate information in starting up a rice farming business and some
estimated amount in the financial aspects. Future researchers may base their
study and made this as their reference.

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JAMM CO.

be focusing on the farming, production and distribution of rice in Laguna.

II. DESCRIPTION OF THE BUSINESS

Co. Rice farming is a business wherein it focuses on production of rice seeds in a

that we inherited from our ancestors which is to eat rice.

Pamantasan ng Lungsod ng Maynila Page 72

Pamantasan ng Lungsod ng Maynila Page 72

This agri-business will be located at Barangay Bagong Pook Pila, Laguna

starting up a Rice Farming business.

business but Laguna is highly preferred by the proponents because of the

produces their rice grains.

the location has an appropriate arrangement of the natural physical features of

an area for plating rice.

Climate. Based on studies conducted by Department of Agriculture, Pila,

is Calumpang Clay/ Calumpang Series. It is very deep and poorly drained

Pamantasan ng Lungsod ng Maynila Page 72

is good for planting rice and it is covered with irrigation system.

Pamantasan ng Lungsod ng Maynila Page 72

V. BACKGROUND OF THE LOCATION

derivative of Pila-pila meaning set of rows, referring to the narrows mounds or

earth of hardened clay which serve as demarcation of boundaries between rice

paddies and adjoining properties. “Pilapil” is a very common sight in rice

Pamantasan ng Lungsod ng Maynila Page 72

VI. SHORT-RUN OBJECTIVES

with an affordable price.

 To master the current traditional method of planting we are using to be

effective in producing rice quality rice grains.

 To be a stable and loyal supplier to some retailers in Laguna.

 To be able to give opportunities to some farmers those are suffering on

the depreciation of the Agricultural economy in the Philippines.

VII. LONG-RUN OBJECTIVES

staple food and widely accepted by Filipino

 We aim to provide the needs of the Filipino in an appropriate and

Pamantasan ng Lungsod ng Maynila Page 72

fastest way possible and also to increase their profit.

in the whole Laguna and later on in Region 4-A CALABARZON.

business is stable to cut expenses and be more effective in producing rice

and efficient in our work timetable

 To be able to acquire a good amount or percentage of market shares in

Laguna and eventually in Region 4-A CALABARZON.

investments or when investors have invested in our company.

Pamantasan ng Lungsod ng Maynila Page 72

I. BACKGROUND OF THE STUDY

The study was conducted in order to know if the agri-business makes

biggest demands of the Filipino market which is rice.

industry in the Philippines.

II. STATEMENT OF THE PROBLEM

The study sought to determine the feasibility of putting up a 3 hectares

1. How much would be the required capital in putting up this agri-

2. What are the processes in producing rice grains?

Pamantasan ng Lungsod ng Maynila Page 72

4. How long is the usual growth of rice grains?

5. What is the form of ownership of the business?

6. What are the legal requirements needed in putting up this agri-

1. Who are the target markets?

2. What are the extend of the demand and competitions

3. Is the price reasonable and affordable?

4. Is the company’s advertising or promotion be effective and

efficient in attracting customers?