Business Plan Executive Summary
Business Plan Executive Summary
Business Plan Executive Summary
Submitted By:
Paolo Lim
N.Co.
2021
I EXECUTIVE SUMMARY
Committed to providing natural and non-toxic disinfectant spray, (main ingredient: citrus peels)
the N.Co. The team launches a safe-to-use disinfecting spray, Fruit Feel Disinfecting Spray. Emphasis is
According to the editors in https://www.britannica.com, citrus plants are a type of modified berry
known as a hesperidium, and the flesh is divided into segments packed with tiny juice-filled vesicles. The
peel, or rind, of the fruits, is leathery and studded with oil glands.
According to research, citrus fruits contain certain chemicals that are rarely found on plants.
Citrus fruits contain flavanones and polymethoxylated flavones. Several studies suggest that PMFs
atherogenic effects. Citrus fruits are processed, mainly to obtain juice, but also, they are used in the
The acid in citruses, citric acid, is antibacterial and antiseptic, and it acts as a natural bleach.
According to https://www.thespruce.com/, the oils found on the peel or rind of these fruits can help clean
Citrus, according to https://www.bar.gov.ph, ranks fourth among the fruit crops with the greatest
contribution to the Philippines’ economy. Along with other leading countries in terms of citrus production
Mexico, Brazil, Chile, USA, China, South Africa, Turkey, India, and Morocco, who are also in the lead of
the COVID-19 cases, the citrus-infused disinfecting spray can be very relevant and essential. Orange
production accounts for 70.7 million tons, then followed by tangerine (25.6million tons), lemon and limes
(12.9 million tons), and grapefruit (6.4 million tons). Our product will make use of citrus peels. Yes,
peels. We, N.Co., would like to take advantage of using waste materials as a resource for our product.
With this, we can help lessen waste and provide safety to a lot of people in this pandemic.
N.Co., our company, has come up with a cheap, non-toxic, and environmentally friendly product
that can be distributed to different people of different statuses across different states. We recognize the
We believe our product, Fruity Feel: Non-Toxic Disinfecting Spray, will be the new standard of
disinfecting sprays soon. We will take health security to a higher level. With ensuring health by the
effectiveness of our products and at the same time by its natural ingredients.
N.Co., saw the opportunity to make use of citrus peels, knowing it is one of our country’s main
product, it can also be of use for something essential and at the same time reduce waste pollution, lastly, it
will be a cheap and effective way for securing one’s health. We ensure that our products will be
manufactured safely and thoroughly to provide a good, free of toxins or dangerous chemicals, commonly
found on the majority of disinfectant spray, and effective product, and that is of course, with honesty. To
provide an affordable product, N.Co., will directly buy from the Cagayan Valley Agriculture Sector,
where citrus production is concentrated, Limoneira Inc, Restaurants, Hotels, Resorts, etc. According to
http://www.pcaarrd.dost.gov.ph/, Cagayan Valley is the Citrus Capital of the Philippines, with direct
buying, we can save money and at the same time help farmers who work on citrus agriculture.
With our company’s focus, to secure one’s health with organic products and honesty, N.Co., will
live up to this. Unlike other companies that sell disinfecting spray which uses harmful chemicals (bleach,
butane, propane, ammonium hydroxide, ethanolamine, and more), our products will make use of safe
ingredients. With this we can help people across the globe, agriculture sector, promote safety, lessen
Though, N.Co. is new to the industry we believe we can compete against bigger and more
experienced companies, with our fresh and innovative ideas, mindset, and our plans. With the increasing
cases of COVID-19 and loss of source of income, our product will play a great role. We believe our
product can help those who are in the lower status since they are the ones greatly affected by this
situation, who require health security but cannot afford disinfecting products.
N.Co., employees will also live up to our saying, to secure one’s health with organic products and
honesty. With proper training, professional and approachable attitude, N.Co. employees will also serve
with honesty. Honesty and transparency will be seen in our products and services. N.Co. will also not
miss the opportunity to hear the customers’ needs, feedbacks, requests, and comments. N.Co. will live up
To be able to establish branches in different regions in the country at the end of the year
To be able to sell 12,000 units (disinfectant bottle) in one year (approx. 1,000 units per month)
To be able to create new original product ideas for the upcoming years
N.Co. aims to extend services to (Chile, India, South Africa, Brazil, Turkey, and Morocco)
To be able to market our product in Chile, India, South Africa, Brazil, Turkey, and Morocco
To be able to sell 120,000 units in five years (approx. 10,000 units per month)
To be able to market Php 28,800,000 worth of units for five years
NET INCOME Php 960,000 in year one Php 9,600,000 in five years
UNITS SOLD 12,000 units in year one 120,000 units in five years
TOTAL SALES Php 2,880,000 worth of units in one Php 28, 800,000 worth of units in five
year. years.
PRODUCT Within the Philippines and its Chile, India, South Africa, Brazil, Turkey,
- Own Farm
Figure 1
We look forward to the end of year 1, our sales will be 12,000 units. First, we targeted the
Philippines for our short-term goals. We count our sales by unit which is per bottle, so our targeted
number of units in the end of year 1 is 12,000 bottles. Our total sales for one year would be Php 2,880,000
We expect that Fruity Feel: Non-Toxic Disinfectant sales would be boosted and would be popular
not only in the Philippines and other nearby countries but also on countries across the globe. By the end
of year 5 due to the demand of the product and the sales promotion that we would perform in order to
make the product more alluring and interesting to the public. (See figure 1 for the tabular form of
COVID-19. According to research, the Philippines, Chile, India, South Africa, Brazil, Turkey, and
Morocco have a lot of population in the low-income group, meaning these countries have a large number
of people suffering in poverty at the same time these countries have high cases in COVID-19.
Fruit Feel uses citrus peels’ natural chemicals to disinfect and kill bacteria and viruses. Not only
can it kill bacteria but can also remove odor and replace it with a refreshing scent. With chemicals such as
polymethoxylated flavones, flavanone glycosides, carotenoids, naturally found in citruses that can kill
bacteria and be safe for human contact, a disinfectant spray can have these ingredients as an alternative
Based on research, polymethoxylated flavones contain no discernible toxicity. In fact, not only it
can fight bacteria and viruses it is also used for cancer treatments. The same goes for flavone glycosides.
Carotenoids strengthen cells and prevent them from being damaged, carotenoids improve the immunity of
cells in our body. Not only is it good for our body, but it can also kill viruses and bacteria since it is a
strong component.
Citric acid is another component of citrus fruits. It is the main component of citrus fruits. You may not
know this; citric acid is found almost in all of our daily products. Including soap, shampoos, dish-washing
liquid, etc... It also serves as preservatives in these products. This component can make our product last
up to 2 years.
Vinegar can also act as a bleaching agent. It contains a high acidity rate which can kill bacteria
and viruses. It is about 5% acetic acid. It kills viruses and bacteria by changing the proteins and fats that
make up these organisms and destroying their cell structure. Based on experiments, researchers tested
commercial cleaning products against alternatives like vinegar and bicarbonate of soda, they discovered
vinegar killed a range of household pathogens and can rapidly inactivate the flu virus.
Though if people think our product is less effective than the present disinfecting sprays out in the market,
our product can be less toxic and as effective as those ones out in the market. If people want to have a
safe-to-use product; non-toxic and can kill bacteria and viruses, then our product can give them that. We
N.Co.’s Fruit Feel Disinfecting Spray comes in a bottle of choice, 500mL or 250mL, providing
the customers a big amount of the product and a portable-easy to carry version. Our product is not a
substitute for alcohol, thus making it not applicable for skin contact, though the said product is non-toxic,
we would still like to avoid slight irritation and abrasion. We can guarantee the customers that our
BENEFITS
A Our product can give health safety and assurance, specially to the low-income group,
B Our products are organic, causing no harm to customers. N.Co.. only focuses on the
C Our product helps lessen micro bacteria, viruses and germs from household furniture
and equipment.
D Our product can not only kill bacteria, viruses and germs but can also make your home
Demographics
Age 13 and above
Gender All Sexes
Civil Status Any
Income Any (particularly for Low-income groups)
Education Any
Profession Any
Location Those countries with high poverty rates and cases of COVID-19
Family Size Any
Religion Any
Nationality Any
Climate Any
Geographic
Countries Philippines, Chile, India, South Africa, Brazil, Turkey, and Morocco
Regions Asia, South America, Africa, and Mediterranean & Middle East
Psychographics
Social Issues None
Religion Any
Politics None
Work Drugs None
Women’s Rights None
Sex Any
Personal Interest None
Family None
Home None
Food None
Health Any
Friends None
Shopping None
Behavioral
Purchase Per Unit
Frequency
User Status Any
User Rate Any
Loyalty Status Any
Readiness N/A
Figure 2
Our target market focuses on those who are in the lower socioeconomic status. It focuses on
consumers who are searching for cheap, safe and free of toxins or dangerous products. We would like to
concentrate our efforts on helping those who are in lower status that are greatly affected by this current
situation. We deliberately design our product to benefit both people and the environment.
4.5 million people belong to this 18.7%. These people are either living in the squatter area or homeless.
The disadvantage of living in squatters is, it is overpopulated, and the possibility of having viruses are
higher compared to non-squatter areas. For homeless people, on the other hand, the disadvantage is that
they are more exposed to viruses. They get their food from the trash, where viruses reproduce rapidly.
Also, according to https://www.worldometers.info/, active cases here in the Philippines are about 70,000
people as of May 4, 2021. With different COVID-19 variants developing, cases will increase, disinfecting
Along with Chile with a 14.4% poverty rate with 40,000 active cases. India with 28% poverty
rate and 3.5 Million active cases. South Africa with 55.5% and 23,000 active patients. Brazil with 12.8%
poverty rate and 1.5 Million active patients. Turkey with an 8.50% poverty rate of 400,000 active cases.
Lastly, Morocco with 66% poverty rate and 5,000 active patients.
From the gathered data, we can conclude that N.Co.’s. target market for its long-term
Our company is a starting company; therefore, we will stay focused first on our short-term
target market, the Philippines. We plan to distribute our product within the country and its regions.
According to https://doh.gov.ph/, the top five regions with the highest cases are NCR, CALABARZON,
either a low-income job or unemployed. With the number of people in NCR, variants of COVID-19 can
rapidly reproduce making it easier to catch. Along with the increasing population in NCR, poverty is also
known, the cost of living in NCR is high, a lot of people cannot afford to live there but think of the
opportunities NCR can give. The misconception in this is that NCR seems to be luxurious and a growing
economy but in reality, NCR offers small opportunities to people without diplomas and titles. The same
Our market needs a cheap and effective product to secure their health amidst COVID-19. With
the Fruity Feel disinfecting spray, people can have better protection against the virus and at the same time
prevent them from other diseases that they can have once they use disinfecting sprays with toxic
chemicals.
Our target consumers are anyone living in the Philippines with a population of 110,802,755 as of
May 5, 2021, or in those countries that have low-income status, meaning these countries have a large
number of people suffering in poverty at the same time these countries have high cases in COVID-19.
Tourists are another market for our product. This disinfecting spray can be very flexible and convenient
when cleaning different surfaces except for aluminum, cast iron, waxed wood, and natural stones.
The Philippines was reported to have a million active cases of COVID-19 and according to the
research of WHO (World Health Organization), it is not certain how long the virus that causes COVID-19
survives on surfaces, but it seems likely to behave like other coronaviruses. A recent review of the
survival of human coronaviruses on surfaces found large variability, ranging from 2 hours to 9 days.
We would like to give priority to regions of the Philippines, for our short-term objective, and
other countries that have high cases of COVID-19 and those who are suffering in poverty, for our long-
term objective, to make a significant contribution to their health and well-being. It would be beneficial
V. COMPETITOR ANALYSIS
With the research that we did, we’ve come to identify our competitor in this field that has huge
names in the industry. However, none of them included an all-natural spray made out of materials that are
already considered a waste. Pondering on that, we believe that we can make a commercial success on our
We’ve investigated and we’ve seen companies that might be potential competitors in our market.
With our study, we came to the knowledge that our main competitors here are big manufacturers of
Our competitors made products that are almost similar to ours, but the difference is that our
product is assured to be non-toxic because we made it all-natural that will not harm our valued customers.
We assured you that our product is the “safest” in the market because it is not only made out of natural
ingredients but also made from materials that are ready to go to waste. So, to cut it short, this is an
environmental-friendly product because it lessens waste and converts it into something useful. We’ve
seen citrus variants of disinfectant sprays in the market, but we’ve never seen anything made from fruit
Just like the product being marketed by Lysol called “Citrus Meadows''; it is almost the same as
ours but they make use of chemicals and they are extremely pricey too. Another one is a product from
https://www.stayfreshcanada.com/ which is located in Canada; their product is a room spray that is made
Their products are a bit expensive because they made use of essential oils. What makes us unique
is we made use of peels that are already “useless” in the eyes of many.
VI. MARKETING MIX
The market for our product as said, will start with the Philippines and give priority to Chile, India, South
Africa, Brazil, Turkey, and Morocco after 5 years and try to expand our services to other countries after.
Our product will address health and environmental issues. Our product will be environmentally friendly
and can guarantee customers' safety. Other than that, our products can help lessen waste here in our
*sample logo of the company country and at the same time help in our agriculture sector. It
Our product’s key differentiators are its natural ingredient, amount, cheap price, and effectiveness.
With the market full of expensive and toxic disinfecting sprays, our product could stand out and lead
people to choose our products by their unique quality. Our long-term goal for the product is to lessen
illnesses for countries, secure the health of people with low income, and improve or try to outdo our set
Our product initiatives include: achieve customer satisfaction, upsell new varieties of our Fruit
Feel Disinfecting Spray, sustain product features and break into new industries and geographical areas.
Product Features
every unit
Has a label containing some information about the product
The chart above will be the flow of our product distribution. When thinking about levels,
associate the number to the number of intermediaries. In this case, a level two-channel involves three
would be a wholesaler selling to a retailer who then sells to the consumer. The main reason why we are
going to distribute our product to wholesalers and retailers is that wholesalers can fulfill the retail orders,
resell goods in bulk and only focus on storage and delivering goods. For retailers, they can be the outlets
where consumers can purchase products, they can sell through storefront locations or online channels. We
can distribute our products to shops and local pharmacies like Watsons or Mercury Drugs since our
The Philippines has a very fast increasing number of COVID-19 cases. One of our intentions why
we have decided to create this kind of product is, we all know that covid is a very lethal virus. We need to
be always ready and clean to our house especially if there are new visitors because covid is not visible to
our naked eye. Coronaviruses are enveloped viruses, which means they are protected by an "envelope"
made of lipids or grease that is easily dissolved by cleaners and leaves the virus itself vulnerable, so we
need something that will help us even though we cannot see it. We can use this disinfectant spray in our
We have decided to pick this type of consumer channel because we believe it will enable us to
develop strong relationships and bonds with our distributors, wholesalers, retailers, and especially to our
customers. Our corporation will offer the best customer experience to our consumers and dealers. We are
committed to developing our market and product, so we welcome our customer's complaints, reviews, and
ideas whether they are negative or positive. We promise that any issues or complaints they have about our
product or service will be handled with the utmost care and consideration.
The COVID-19 pandemic has changed the lives of consumers and businesses, so our company
would like to promote our product in a unique way to pivot our marketing, which will surely stand out
population have social media profiles. And, as more people go online during a pandemic, the figure will
begin to rise, so our company will adopt social media tactics. We will make an active page for our
product that keeps consumers up to date on store updates and promotes exclusive or limited-time offers.
Our other approach will be email marketing strategies since we want to create virtual partnerships with
our clients. We will be transparent and open to any suggestions. Blog posts will be present on all our
Facebook ads will also come in handy, based on research the Philippines is the most active on
Facebook, with every single population having a Facebook account along with YouTube and Instagram.
We will also promote our product with the app TikTok, a popular app where trends usually begin.
We would also benefit from marketing and selling our goods through television and radio
programs, as these are only two of the more conventional ways of doing so. We would contact news
networks or outlets via television, and we would use creative methods such as animated films, where we
would not need to set up sets or hire actors for our goods to be used in chat shows addressing its health
benefits. Commercials promoting our goods will already provide information about the price and where
our product could be bought. We will contact magazines and newspaper publishers to feature our product
in the wellness section or something relevant to this industry in terms of marketing our product by
tangible and easily-carried products. Not only will our product, but also our business and the inspiration
behind its development, be promoted in this manner. Catalogs will also be handed to possible customers
With the help of WHO (World Health Organization), we can try to promote our product for the
next 5 years internationally, targeting all countries in different corners of the world.
6.3.2 PRODUCT PROMOTION STRATEGY (INTRODUCTORY OFFER)
Front of the flyer SAMPLE FLYER
SAMPLE FLYER
The main focus of our sales promotion will be maintaining a good and professional relationship with our
customers by communicating through online and virtual communication. Also, we intend to build trust
from our customers. Being in touch and serving our customers with transparency will put us in a good
situation. We would earn their trust and ensure not to break it. We are building credibility with our
introductory offer. Hopefully, our valued customers will share their experiences on our product with other
Until now, we are still in quarantine, so we decided to sell online to give access to people to order
anytime and anywhere. This could provide accessibility and better service to our international clients.
For wholesalers, we would require them to pay through either bank transfer or online banking. Payment
will be through our account to avoid scams. N.Co. will offer a distribution price for them to have an
In the long run, we prefer to create promos for our product. We will be considering having an
introductory offer such as a buy one get one free deal, voucher or coupons discounted pricing for the first
Online purchasers will secure a chance to enter a raffle promo using their emails. With these, not only do
they get a chance to win a raffle promo, but they can also get updated on our products. We also plan to
have an account mainly for customer service. This account is where customers ask questions, send
feedback and suggestions. This account is for the improvement of our company and products.
Our promotion tactics do not limit to this, N.Co. will seek promotion opportunities shortly. We will be
flexible to circumstances we encounter in the future and try to adapt to them. Our product and services
will not limit to the current situation, COVID-19. We will also take different methods to improve our
In figure 5, which is the table below, is the summary of the accounts visual representation of N.Co.’s
annual pricing strategy. We make considerations of the country’s circumstances and needs, as well as the
Natural Corp.
Figure 5
Total Variable Cost + Total Fixed Cost/Expected Sales/year = Unit Cost
We, Natural Corporation, planned our pricing accurately and have considered various
factors that may happen during the process. We give thought to the market needs and budgets to
be able to come up with a justifiable pricing. With that, we are able to come up with this simple
For our fixed cost we added all our operating expenses which resulted in $22,270.13 or
Php 1,064,000. These are annual values except for the variable cost. We calculated all of these
and we have decided that the cost per unit is $1.86 or Php 88.67. We expect to sell 12,000 pieces
of bottles in a dozen boxes. We count units in bottle sprays but we sell them in boxes. We expect
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