NATURRA

AN OVERVIEW

NATURRA is a “total package” construction company specializing in construction

management, general contracting, and self-performed pump, place, finish and total package
concrete construction and materials. Using a diverse team of professionals, naturra is
committed to project success and owner satisfaction by delivering a quality product safely, on
time, and using the best practices in the construction industry.

EXECUTIVE SUMMARY

Naturra is competitive in the current economic market and recognizes the importance of
continued and sustained growth through a strong and inclusive workforce. We recognize the
value of both a skilled workforce as well as a collaborative one. This leads to productive
workers and a workforce that provides access to innovative approaches to the construction
process. This approach nets a positive outcome for all.

There is nothing revolutionary about building material supplies, the theory is sound. The
business exist. The concept of our firm is to give the full package as the title is subtitled: “one
stop shop- all out” in accordance with our concept service “all out” which concern primarily
to our target market such as; executive buildings companies, private housing, and soon to
build our own hardware that will branch nationwide to global measure through are
responsive and innovative service .

Naturra dramatically improves all the important aspect of building services, a modern up-to-
the-minute service from planning to designing to constructing of structures in their totality
taking in accordance with the principles of strenght, unity and beauty while providing you
the best prefered materials anytime, anywhere via smart phone and will be delivering it all to
your doorsteps with consulting achitects and engineers from our firm who will conduct full
 development of the project. no time is consumed, no effort is useless. We introduces advance
new ecological design systems, the best performance in efficiencies ever in structures,
immersive and sustainable use of architecture through the benefit of modern construction
technologies. the brightest, most innovative company. And it looks everybit as powerful as it
is, the service of the future. This is Naturra.
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GENERAL COMPANY DESCRIPTION

Naturra , located at Lipa City,Batangas is a new residential construction and general

contracting firm. The company will operate out of an office in the commercial district of
Batangas. Naturra is headed by Mr. Emmanuel Joseph Cuyno, an Architecture graduate from
Batangas State University with 20 years of experience working in the construction industry.
While Emmanuel has been in the home construction business for some time, it was in
January 2018 that he decided to launch Naturra. Specifically, during this time, Emmanuel
met with a former friend and fellow independent construction company owner in Fort
Lauderdale, FL who has had tremendous success. After discussing the business at length,
Emmanuel clearly understood that a similar business would enjoy significant success in his
hometown.
Specifically, the customer demographics and competitive situations in the Fort Lauderdale
location and in his hometown were so similar that he knew the business would work. After
surveying the local population, Emmanuel went ahead and founded Naturra.

THE OPPORTUNITY
Building Construction Materials is in high price now a day. And this proposal can help
people who want to have a house or a buildings in lower amount of money compare to
2 others. It also gives opportunities to jobless people
VISSION
Our vision is to become the leading construction firm, while delivering projects that
consistently exceed international standards and provide exceptional customer satisfaction. To
continually deliver excellent value & innovative construction solutions to meet our clients'
requirements.

MISSIONS
To be a leading construction company in the global market.
To become the customers' most preferred choice by attaining excellence in quality and timely
completed value added projects.
To provide the highest level of service in the construction industry while offering superior
craftsmanship to every project, we handle.
To continually innovate, develop and adopt state-of-the-art technology in methods and
materials to enhance productivity and cost effectiveness.
To continually improve the competence of our team, and employ diverse, innovative &
results-oriented personals, motivated to deliver excellence.
To build a safety culture aimed at continually reducing the frequency severity rate towards
achieving zero accidents.
To identify and mitigate all the environmental impacts arising from our activities, and
comply with applicable environmental norms.

CORE VALUES
Fairness & Respect: Our fellow employees, customers, suppliers and subcontractors shall be
treated with fairness & respect.
Good Neighbor: Our community shall find us to be a good neighbor.
Environment: We shall protect the environment. 3
Do the right thing: We are committed to doing the right thing at all times.
 Teamwork: We will work as a team with all project stakeholders.
Greatness: We are committed to being a great company.
Accountability: All employees will be held accountable for their assigned responsibilities.
Employees: Our employees will be rewarded for their job skills, productivity, innovation,
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growth & the ability to be a team player. They will be expected to share their ideas, job skills
and mentor new employees.
Safety: We are all responsible for the safety of our employees, subcontractors and the public.
Our equipment will be well-maintained in a safe condition.
Customers: Our customers will receive a quality product, at a fair price.
Continual improvement: We will encourage continual improvement and profit growth. We
will recruit and retain the best people and provide them with training and education. We will
develop professional leaders.
Relationships: We will develop long-standing relationships with owners and partners. We
will be an understanding and respected partner who adds value to all relationships.

INDUSTRY AND MARKET

Industry
As the Philippine housing/real estate industry and its health is considered a driver for the
Filipino economy as a whole, key statistics such as new home sales, homes on the market,
and average home prices are tracked constantly by news and reporting agencies.
Major revenue streams of the industry include: Single-family house construction on one’s
own land for resale, single-family house construction for others (contracting and design),
remodeling (including alterations and additions), non-housing construction, and multi-family
4 housing construction.
Home construction is a relatively standardized practice. Firms providing this service are
judged based on the quality of their process and their ability to work to a schedule. Steps
common to the construction of most new homes include the following:
Grading and site preparation
Foundation construction
Framing
Installation of windows and doors
Roofing
Siding
Rough electrical
Rough plumbing
Rough HVAC
Insulation
Drywall
Underlayment
Trim
Painting
Finish electrical
Bathroom and kitchen counters and cabinets
Finish plumbing
Carpet and flooring
Finish HVAC
Hookup to water main, or well drilling
Hookup to sewer or installation of a septic system
Punch list
Many of these steps, such as framing, roofing, plumbing, electrical, etc. are generally
undertaken by subcontractors specializing in those areas.
The five largest companies in the Filipino residential home construction industry include
D.R.Horton, Inc, Pulte Homes, Inc., Lennar Corporation, Centex Corporation, and KB
Home. The largest players attempt to compete nationally, but most other players compete
only regionally or locally

MARKET
Naturra will use several strategies to promote its name and develop its brand. By using an 5
integrated marketing strategy, Naturra will win both one-time and ongoing clients and
develop consistent revenue streams.
 The Naturra Brand
The Naturra brand will focus on the Company’s unique value proposition:
Client-focused home construction, renovation, and addition services, where the Company’s
interests are aligned with the customer
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Service built on long-term relationships and personal attention

Big-firm expertise in a small-firm environment

YOUR STRATEGY
Gaining a technological advantage
In our technology-centric world, technological advantage can often translate into
improved productivity, better sales, or even market domination. We use Facebook, Twitter
and Instagram.
We post our product and process of transaction

Meeting strategies
We set meeting to every firm who willing to buy our products

Promotions Strategy
Targeted Cold Calls
Naturra will initially invest significant time and energy into contacting potential clients via
telephone. In order to improve the effectiveness of this phase of the marketing strategy, a
highly-focused call list will be used, targeting executive buildings companies, private
housing. As this is a very time-consuming process, it will primarily be used during the startup
phase to build an initial client base.
Referrals
Naturra understands that the best promotion comes from satisfied customers. The Company
6 will encourage its clients to refer other businesses by providing economic or financial
incentives for every new client produced. This strategy will increase in effectiveness after the
business has already been established.
Additionally, Naturra will aggressively network with useful sources such as home goods
stores, real estate development companies,homeowners associations and architectural firms.
This network will generate qualified referral leads.
Internet
Naturra will invest resources in two forms of geographically-focused internet promotion—
organic search engine optimization and pay-per-click advertising. The Company will develop
its website in such a manner as to direct as much traffic from search engines as possible.
Additionally, it will use highly-focused, specific keywords to draw traffic to its website,
where potential clients will find a content-rich site that presents Naturra as the trustworthy,
well-qualified home construction firm that it is.
Publications
Naturra will advertise its services in key local publications, including newspapers and area
magazines. Additionally, the Company will print brochures and place them in specific
locations frequented by target individuals, such as home good stores and real estate offices.
Webinars
By offering webinars on topics of interest in the office or other locations, Emmanuel will
encourage residents in the community to become comfortable with the expertise and
character of Naturra. These webinars will be offered free of charge as general promotion and
for direct networking.
Pricing Strategy
Naturra’s pricing will be estimated on a project basis drawing on Emmanuel’s deep expertise
in home construction. Pricing will be moderate, less expensive than Wellbilt and luxury
remodelers, but more expensive than lower-quality, efficiency driven contractors. Keeping
prices low to attract more customers. Pricing a product beyond the reach of ordinary
consumers, and hence, giving it aspirational value.

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 THE TEAM

MR. EMMANUEL JOSEPH

CUYNO
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CEO

MS. LEA MS. APRILYN MR. LENNOX

PEREZ O. PANA GAYLAN

Naturra’smost valuable asset is the expertise and experience of its founder,Mr. Emmanuel
Joseph Cuyno. Emmanuel has been a project manager for a home construction company for
the past 10 years and an assistant project manager for 10 years prior. He has spent much of
his career working for First Wave Construction Company. There he specialized in new home
projects, managing or assistant managing the completion of 75 homes. He consistently was
named a top project manager for First Wave Construction Company.
Emmanuel Joseph Cuyno maintains his project management certification (PMP) license. He
is a member of the National Association of Home Builders. Emmanuel has spoken at regional
conferences and taken part in panel discussions at the homeowners associations, local
schools and universities on best practices.
Naturra will also employ an experienced assistant project manager to co-manage projects
when multiple projects are running concurrently. [Assistant’s name] has construction and
project management experience and has spent significant time as a contractor.
Hiring Plan
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Emmanuel Joseph Cuyno will serve as the company’s lead project manager and president. In
order to launch the business we will hire the following:
Administrator: To manage procurement, human resources, and marketing efforts.
Bookkeeper: To manage accounts payable, accounts receivable and payroll, as well as to
assure collection of subcontractor insurance certificates.
Construction Crew: Three to start – experienced construction employees with wide
experience in home building.
Over time, additional project managers, assistant project managers, and construction crew
will be hired to increase the company’s capacity to take on projects.

OPERATIONAL PLAN

VII. Operations
Naturra will carry out its day-to-day office operations primarily on an appointment basis.
Clients will make appointments to discuss potential and current projects.When necessary,
these appointments will be made at the property site. When necessary, discussions can be
conducted over the telephone.
Emmanuel will work on an as-needed basis, generally on a Monday to Friday basis. The
company will work weekends only when behind schedule.
Project management software will be utilized to control the schedule and costs of each
project, and to manage the resources (labor and equipment) applied to the different projects.
Milestones
Naturra’s long term goal is to become the number-one name in local home construction in
terms of quality of both the product and process. We seek to do this by ensuring customer
satisfaction and developing a loyal and trusting clientele.
The following are a series of steps that will lead to this long-term success. Naturra expects to
achieve the following milestones in the following [xyz] months:

Date Milestone
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[Date 1] Finalize lease agreement
 Date Milestone

[Date 2] Design and build out NATURRA office

[Date 3] Hire and train initial staff

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[Date 4] Kickoff of promotional campaign

[Date 5] Reach break-even

[Date 6] Reach XXX houses started

FINANCIAL PLAN
AN APPENDIX

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 NATURRA

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Products & Services

 Emmanuel will be able to provide clients with the following services:
New Home Construction: New home projects will be entirely managed, including setting a
schedule, budget, and requirements with the client and architect, supplying material, labor,
and equipment, hiring subcontractors as necessary, assuring quality of all work, and
expediting the process of licenses and permits. Sometimes pre-design services will be offered
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to give advice during the design phase of the home.

Home Additions: Smaller projects to add additional floors, rooms, patios, porches, etc to
existing homes will be offered. The process will be similar to that of new homes, although
the time involved, budgets, and scope will be smaller.
Home Renovations: Interior and exterior improvements to existing homes, such as
remodeling, adding new fixtures or decorative elements, and changing room layout will be
offered.
Homeowner Information Sessions: Webinars be offered to present topics such as how to
prepare before seeking a contractor, new and standard home construction practices,
renovation projects, and planning additions to your home.

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