PEDADA MANGROVE ECO-PARK: HOME

OF CENTRUY OLD MANGROVE

BUSINESS PLAN

Submitted to:

DR. EMELYN GRACE ESTILLO

Prepared by:

KRISTEL JADE PALMA

DIONA SILVIDO
FRANCIS JOVAN DAYADAY
APRIL JANE ALBERTE
 PEDADA MANGROVE ECO-PARK: HOME OF CENTRUY OLD MANGROVE
BUSINESS PLAN

I. EXECUTIVE SUMMARY
Mangroves are a greatly treasured resource in the
province of Iloilo. They are mostly found along the
coastline of Iloilo. The most widespread mangroves are in
the northern district, with the town of Ajuy having one
of the most dense mangrove covers. Ajuy is also a Home of
Diversity of marine resources. One of the most valuable
features of its biodiversity is the presence of a
mangrove ecosystem. The town is an ecotourism excursion
destination that visitors should include in their
itineraries when making plans to explore Iloilo. Barangay
Pedada is 77 kilometers from Iloilo city. The area offers
lavish mangrove forest worth visiting with family,
friends, students and researcher. Open Last 2007, The
Pedada Mangrove Eco-park is a 300 meters boardwalk
extends beyond the existing mangroves and has become a
special feature for visitors in the Barangay.

Take wander along this coastal board walk, while enjoying

the different views of the areas expansive waters, its
lush greenery. During high tide, the board walk will
bring you half close to the water surface where schools
of fishes can be sighted, while a low tide, you can also
spot different species of crustaceans found on the
extensive mudflat, which is a habitat that supports a
wide variety of marine resources.
The trail has an elevated pavilion with scenic views of
the neighboring islands. It has a series of lookouts with
shaded nooks to enjoy the view. There are plans to
include to include educational installations and
interpretative signages, launching facility for motorized
and non-motorized crafts.

The co-Park provides visitors with a wide variety f

habitats to explore, mudflats, mangroves, coastal forest,
rocky shore and the century old mangrove. There is a
countless of experiences that will trill and enrich every
visitors amidst the bundle and activity of the city.

The Barangay Pedada fisher folks association is the key

actor who play essential roles in both maintaining the
beauty of the sorroundings and the conservation of
mangroves in the area. They are working hard to protect,
manage and restore significance mangrove habitats in the
area.

Without the participation of the BPFA, successful

conservation is considered to be impossible. Their
participation in the management of mangroves forest will
eventually bring sustainable environment social and
economic benefits. Other people involved in the success
of the Pedada Mangrove Eco-Park.

The success of Pedada Mangrove Eco-Park iss the strong

participation and willingness of the local community and
with the support of Zoological Society of London who gave
technical assistance in the management and conservation
of the area.
II. BUSINESS DESCRIPTION

Business Objectives:

1. To declare Pedada Mangrove Eco Park as the regional Ecopark

of Western Visayas region.

2. To promote the importance of Mangrove ecotourism benefits

through strong Public-Private Partnership.

3. To market and showcase Pedada Mangrove Eco Park thru tourism

and education advocacies.

4. To improve existing ecotourism facilities using state- of

-the art design and technology.

What business will you be in?

Pedada Mangrove Eco Park will be considered as a Nature and

educational walks provider. Nature walk is a specially developed
hiking trail or footpath that runs through the countryside, along
which there are marked stations or stops next to points of
natural, technological or cultural interest. These may convey
information about, flora and fauna, soil science, geology,
mining, ecology or cultural history.
Importance of Eco Park

The purpose of Pedada Mangrove Eco Park is to increase knowledge,

sometimes this is linked to tourism and recreation or the raising
of environmental awareness.
Nature walk benefits our mental and physical health. It increase
our self-esteem, increase energy, stamina and endurance. It also
gives us a stronger heart and lungs. A visit in Pedada Mangrove
Eco Park will also give you more peace and quiet time. Very
rarely would you find yourself in nature and have to deal with
traffic and external noises. The only noises you may hear would
be birds chirping, water running from a stream, or the sound of
your breath. Walking with nature is very relaxing and well worth
a daily trip.

To whom will you market your products?

Our prospect group of guests in Pedada Mangrove Eco Park is

children, teenagers and family groups. The Eco park aims to
educate everyone about how important mangroves in our shorelines
in protection the coast lines from soil corrosion and how
significant mangroves are in the process of breeding a huge
variety of fishes.

The tourism and ecotourism industry

Ecotourism has become an important economic activity in natural

areas around the world. It provides opportunities for visitors to
experience powerful manifestations of nature and culture and to
learn about the importance of biodiversity conservation and local
cultures. At the same time, ecotourism generates income for
conservation programs and economic benefits for communities
living in rural and remote areas.

The attributes of ecotourism make it a valuable tool

for conservation. Its implementation can:
❖ give economic value to ecosystem services that protected
areas provide;
❖ generate direct income for the conservation of protected
areas;
❖ generate direct and indirect income for local
stakeholders, creating incentives for conservation in
local communities;
❖ build constituencies for conservation, locally,
nationally and internationally;
❖ promote sustainable use of natural resources; and
❖ reduce threats to biodiversity.

Eco Park under Ecotourism in a business perspective.

Ecotourism in the long run aims to educate tourists about

conservation efforts and research developments in fragile natural
areas, while also offering travelers a chance to experience those
areas firsthand. Ideally, the efforts work for both the travelers
and the environments they visit. Eco tourists gain knowledge of
ecosystems, biology and geology of specific natural locations,
which in turn informs their conservation efforts. Some of the
money that goes into ecotourism also goes to conservation
efforts, such as repopulating endangered species and
reforestation.
Business Strengths

Though our competitors are not just limited on Eco Parks but the
whole Ecotourism destinations that our potential customers might
weigh on whether where is the most fit for their vacation or
educational tours. As a matter of fact, we aim to be highly
creative, customer centric and proactive to survive in this
industry.

An Eco Park’s main attraction is its rich and natural resources

in the area. It does not have to be built from scratch and cost
millions of money to make it an attraction. Pedada Mangrove Eco
Park is strategically located in a sparsely populated –
residential area in Brgy. Pedada, Ajuy province of Iloilo. Our
location is in fact one of our major strength.

Our employees will be well taken care of, and their welfare
package will be among the best within our category in the
industry. It will enable them to be more than willing to build
the business with us and help deliver our set goals and achieve
all our business aims and objectives. Our employees who are
devoted to sustain and develop the area while keeping it at its
outmost natural cycle without any human activity that interferes
with it.

Also, with a minimal amount of capital needed to make an eco park

legal and sustainable. We equally have a team of highly qualified
professionals who will work with all our customers to achieve
their aims making use of our eco park facility. Tourists can
visit the Eco Park with a cheap ticket or entrance fee.
Factors considered making the business successful.

Factors that will make our business succeed in the field of

Ecotourism specifically in Eco Parks we consider are the creation
of symbiotic relationship between the LGUs, NGOs and the local
community which aims to develop and conserve the ecotourism
destination, information sharing and awareness to all, financial
benefits, organizational structure, and legal and regulatory
framework.

Major competitive Strength of Business

Pedada Mangrove is in business to provide leisure and educational

facility for families and groups in Brgy. Pedada, Ajuy Province
of Iloilo and at the same time to make profits. We are aware that
there are competitions in the Eco park/ Ecotourism industry which
is why we took out time to conduct an effective SWOT Analysis
before investing our hard earned money into the business.

One of the obvious strength that will definitely stand as a plus

for Pedada Mangrove Eco Park is the fact that our eco-friendly
facility is of great standard and it is strategically located in
a sparsely populated – residential area in Brgy. Pedada, Ajuy
Iloilo ; our location is in fact one of our major strength.
We equally have a team of highly qualified professionals who will
work with all our clients to achieve their aims making use of our
campground facility and lastly our gate fee / membership package
is one of the best that anybody living in Madison – Wisconsin can
get; it is cheap and affordable.
Major competitive strength of the Pedada Mangrove Eco Park is
that Mangrove plantation or naturally grown Mangroves on the
coasts lines of Western Visayas as well as around the country are
uncommon. Hence, tourists may it be local and international may
be curious and interested in visiting Mangrove Eco Parks.

Legal form of ownership: Corporation

The Pedada Mangrove Eco Park is owned by Kristel Jade Palma,

Diona Silvido, and partners. This business is agreed to be
declared as a Company or Corporation type of business. The owners
of a corporation will be called “shareholders.” The persons who
manage the business and affairs of a corporation will be called
“directors.” However, the corporate law does provide for
shareholders to enter into shareholders’ agreements to eliminate
the directors and provide for shareholder management. We aim to
choose the best management structure for this corporation and
will be the decision of each shareholder’s with the advice of an
attorney. Moreover, Shareholders are not liable for the debts of
the corporation.

Pedada Mangrove Eco Park offers leisure and educational services.

Pedada Mangrove Eco Park is established with the aim of

maximizing profits in the campgrounds and educational tours. Our
Eco Park is going to go all the way to ensure that we do all it
takes to attract both individual clients, families and corporate
clients on a regular basis.
Pedada Mangrove Eco Park will generate income by offering the
following services:

• Operating Mangrove Eco Park

• Operating Boat ride with Tour Guide
• Operating overnight recreational camps
• Food and drinks court
• Ice cream shop
• Selling ready to Plant Mangrove trees and Beach Forest tree

III. MANAGEMENT AND ORGANISATION

Pedada Mangrove Eco Park is in business to become the leading

leisure and educational park in the Western Visayas Region and we
are fully aware that it will take the right facility, management
and organization – structure to achieve our goal.

Accordingly, we ensure that we will be hiring people that are

qualified, honest, customer centric and are ready to work to help
us build a prosperous business that will benefit all the
stakeholders. By stakeholders we not only mean the owners but as
well as the workforce and customers above all.

Our business will not be built only for the purpose of giving our
customers value for their money, but also we will make sure our
workforce will be driven and encourage to even work harder as
they will be given incentives depending on their work
performance.

Therefore, we have made provisions for the following positions to

be occupied by highly qualified and experienced staff:
 1. Chief Executive Office – CEO
2. Eco Park Facility Manager
3. Admin and Human Resources Manager
4. Accountant / Cashier
5. Marketing and Sales Officer
6. Customer Care Executive / Front Desk Officer
7. Cleaners
8. Tour Guides

Job Description:

Chief Executive Officer – CEO

• Increases management’s effectiveness by recruiting,
selecting, orienting, training, coaching, counseling, and
disciplining managers; communicating values, strategies, and
objectives; assigning accountabilities; planning,
monitoring, and appraising job results; developing
incentives; developing a climate for offering information
and opinions; providing educational opportunities.
• Creates, communicates, and implements the organization’s
vision, mission, and overall direction. Leading the
development and implementation of the overall organization’s
strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Creates, communicates, and implements the organization’s
vision, mission, and overall direction. Leading the
development and implementation of the overall organization’s
strategy.
• Responsible for signing checks and documents on behalf of
the company
• Evaluates the success of the organization
• Carries out staff induction for new team members

Eco Park Facility Manager

• Responsible for operating and managing the campground eco
park.
• Ensures that the camping facility is in tip top position at
all times
• Responsible for managing food and beverage services
• Manages membership and registration services
• Handles equipment rentals and sales services
• Handles other relevant camping facility operation

Admin and HR Manager

• Responsible for overseeing the smooth running of HR and
administrative tasks for the organization
• Designs job descriptions of employees
• Regularly hold meetings with key stakeholders to review the
effectiveness of HR Policies, Procedures and Processes
• Maintains office supplies by checking stocks; placing and
expediting orders; evaluating new products.
• Ensures operation of equipment by completing preventive
maintenance requirements; calling for repairs.
• Defines job positions for recruitment and managing
interviewing process
• Carries out staff induction for new team members
• Responsible for training, evaluation and assessment of
employees
• Responsible for arranging travel, meetings and appointments
• Updates job knowledge by participating in educational
opportunities; reading professional publications;
 maintaining personal networks; participating in professional
organizations.
• Oversee the smooth running of the daily office activities.

Marketing and Sales Officer

• Identifies, prioritizes, and reaches out to new clients, and
business opportunities et al
• Identifies development opportunities; follows up on
development leads and contacts; participates in the
structuring and financing of projects; assures the
completion of projects.
• Writes winning proposal documents, negotiate fees and rates
in line with organizations’ policy
• Responsible for handling business research, market surveys
and feasibility studies for clients
• Responsible for supervising implementation, advocate for the
customer’s needs, and communicate with clients
• Develops, executes and evaluate new plans for expanding
increase sales
• Documents all customer contact and information
• Represents the organization in strategic meetings
• Helps to increase sales and growth for the organization.

Accountant / Cashier
• Responsible for preparing financial reports, budgets, and
financial statements for the organization
• Provides managements with financial analyses, development
budgets, and accounting reports; analyzes financial
feasibility for the most complex proposed projects; conducts
market research to forecast trends and business conditions.
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and
financial reporting for the organization
• Responsible for developing and managing financial systems
and policies
• Responsible for administering payrolls
• Ensures compliance with taxation legislation
• Handles all financial transactions for the organization
• Serves as internal auditor for the organization.

Client Service Executive

• Welcomes members and potential members / clients by greeting
them in person or on the telephone; answering or directing
inquiries.
• Ensures that all contacts with clients (e-mail, walk-In
center, SMS or phone) provides the client with personalized
customer service experience of the highest level
• Through interaction with clients on the phone, uses every
opportunity to build client’s interest in the organization’s
products and services
• Manages administrative duties such as membership
registrations and other related tasks assigned by the
management in an effective and timely manner
• Consistently stays abreast of any new information on the
organizations’ products, promotional campaigns etc. to
ensure accurate and helpful information is supplied to
clients when they make enquiries

Cleaners
• Responsible for cleaning in and around the campground
facility
• Cleans up after customers and clean work area
• Washes glassware and utensils after each use
• Maintain a clean working area by sweeping, vacuuming,
dusting, cleaning of glass doors and windows, etc. if
required.
• Ensures that toiletries and supplies don’t run out of stock
• Handle any other duty as assigned by the campground /
facility center manager.

Tour Guides
• Describe points of interest around the city to the group and
answer any questions, which requires learning a
comprehensive history of each check point
• Provide directions to visitors who would like to check out a
specific area at a later date, and provide information
related to lodging, food and other amenities
• Monitor the behavior of the group, especially when young
children are in it, and ensure everyone remains in
compliance with the rules
• Distribute materials to the group at the beginning of the
tour, which includes audio headsets and brochures
• Greet visitors as soon as they get on board the bus, and
show people to their seats if necessary
• Be willing to put own spin on tour points, such as making
jokes and providing insightful commentary
• Work with management to develop new tour routes based on
sites visitors have expressed interest in
• Maintain a positive, friendly demeanor at all times
IV. MARKET ANALYSIS AND MARKETING PLAN

Sources of Income

Pedada Mangrove Eco Park is established with the aim of

maximizing profits in the campgrounds and educational tours. Our
Eco Park is going to go all the way to ensure that we do all it
takes to attract both individual clients (families) and corporate
clients on a regular basis.

Pedada Mangrove Eco Park will generate income by offering the

following services:

• Operating Mangrove Eco Park

• Operating Boat ride with Tour Guide
• Operating overnight recreational camps
• Food and drinks court
• Ice cream shop
• Selling ready to Plant Mangrove trees and Beach Forest
tree.

Target Market:

The Community_Based Mangrove Rehabilitation Projects is

continuing program that develops restoration activities in order
to make progress toward the rehabilitation process of the ares.
It is envisioned that this project can help to established a good
example of community based mangrove rehabilitation, which can be
duplicated in other mangrove areas in Iloilo.

Many program can increase the community’s income in relation to

mangroves which includes Ecotourism and Agro-Forestry. The
Mangrove forest in Barangay Pedada, Ajuy is identified as
possible boardwalks for educational mangrove tours due to the
presence of old growth mangroves hat will provide the people in
the community and its visitors knowledge and information that can
be part of an eco-tourism program.It will train local guides on
mangrove ecological and restoration. This development project
hope to benefits the local government specifically the residence
of Barangay Pedada, Ajuy, Iloilo.

Date of Tourist visited in the Province of Iloilo.

TABLE 15: DOMESTIC ARRIVALS, 2014 – 2019

YEAR DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT GRAND

ONE TWO THREE FOUR FIVE TOTAL

2014 48, 728 17, 479 24, 382 6, 090 61, 360 158, 039
2015 56, 017 27, 186 31, 613 10, 460 77, 382 203, 108
2016 69, 073 35, 742 38, 731 20, 323 84, 229 248, 098
2017 67, 054 49, 808 36, 962 29, 608 121, 886 305, 318
2018 56, 928 65, 392 48, 553 24, 984 144, 945 340, 804
2019 69, 964 80, 460 50, 439 20, 973 159, 774 381, 610
SOURCE: OFFICE OF CULTURE, ARTS, HISTORY AND TOURISM

TABLE 16: FOREIGN ARRIVALS, 2014 – 2019

YEAR DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT GRAND

ONE TWO THREE FOUR FIVE TOTAL
2014 190 449 57 103 560 1, 359
2015 541 439 744 93 1, 279 3, 096
2016 949 346 257 165 2, 508 4, 225
2017 1, 135 582 178 180 3, 485 5, 560
2018 1, 664 812 412 85 3, 598 6, 571
2019 1, 379 1, 116 1, 116 168 2, 146 6, 036
SOURCE: OFFICE OF CULTURE, ARTS, HISTORY AND TOURISM

TABLE 17: TOTAL COMBINED DOMESTIC AND FOREIGN ARRIVALS, 2014 –

2019

YEAR DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT GRAND

ONE TWO THREE FOUR FIVE TOTAL
2014 48, 918 17, 928 24, 439 6, 193 61, 920 159, 398
2015 56, 558 27, 625 32, 357 10, 553 78, 661 206, 204
2016 69, 986 36, 088 38, 998 20, 448 86, 737 252, 323
2017 68, 189 50, 390 37, 140 29, 788 125, 371 310, 878
2018 58, 592 66, 206 48, 965 25, 069 148, 543 347, 375
 2019 71, 343 81, 576 51, 666 21, 141 161, 920 387, 646
SOURCE: OFFICE OF CULTURE, ARTS, HISTORY AND TOURISM

EXISTING TOURISM MARKET

The domestic market remains to be a significant target market
that comprises the large chunk of the tourists visiting Iloilo
province. Local visitors account for 98. 11 percent while foreign
visitors at 1. 89 percent of the total tourist traffic for 2018.
The Fifth Congressional District or the Island Destination
contributed 42. 76 percent for domestic and foreign visitors
combined for the same year.

V. MARKETING AND SALES STRATEGY

Marketing Strategy and Sales Strategy

Our marketing strategies will be directed towards achieving

specific objectives that support the strategic goals of the
organization. The truth is that all that we do will be geared
towards creating new market channels, increasing sales and
increases our market share. We will leverage on improving on our
services and facility to ensure that we win new clients and
retain old members.

At Pedada Mangrove Eco Park, our marketing strategies will be

consistent throughout the marketing mix and we will take into
consideration product improvement, promotion, and price.

As part of our sales and marketing strategies, we will pay

attention to the promotion of our mangrove forest and campground
facility so as to attract families, schools, groups, religious
organizations and corporate organizations. Our unique selling
proposition is that we are well positioned and people can easily
access our facility, our prices are affordable and we have a
complete package for families, clubs, schools and religious
organizations.
Parts of the marketing and sales strategies that we will adopt
are;
• Advertise our campground and mangrove forest facility
on local TV stations and local radio station
• Promote our campground and mangrove forest facility
online via our official website and all available social
media platforms
• Introduce our campground and mangrove forest facil by
sending introductory letters alongside our brochure to
religious organizations, schools, corporate organizations,
households and key stake holders in the Province of Iloilo
• Delivering consistent customer experiences to all our
members; making our first impression count positively to
those making use of our campground and mangrove forest
facility for the first time
• Make use of attractive hand bills to create awareness
and also to give direction to our campground and mangrove
forest facilAdopt direct mailing coupon marketing approach
• Position our signage / flexi banners at strategic
places in and around the Province of Iloilo
• Create a loyalty plan that will enable us reward our
consistent members especially those that registered as a
family or groups
• Engage in road shows within our neighborhood to create
awareness for our campground and mangrove forest facility.
 VI. OPERATIONAL PLAN

LOCATION

Pedada Mangrove Eco-park is conveniently located at Barangay

Padada, Ajuy, Iloilo which can be easily accessed through
motorcycles if one has no private vehicle. It has 15 mangrove and
13 beach forest species along the ~300-meter coastline managed by
Brgy Pedada Fisherfolk Association. Having its prominent and
attractive entrance will give the eco tourists an instant
excitement and fun vibe.

ADMINISTARTION
To efficiently manage sales and financial recording, we will be
hiring a cashier to collect and provide official receipts for the
services we offer, two (2) finance and accounting staff to keep a
keen eye to the in and out transaction as well as to deposit the
daily or weekly sales. In addition, the Corporation will
outsource an accountant and lawyer to provide necessary
accounting and legal services. We will also be conducting an
annual/semi annual audit to check on the inventories and sales if
it is precisely recorded. All the pre operating licenses and
documents from the Municipality of Ajuy, SEC, BIR and others will
be accordingly complied with.

The park will be built primarily with manual labor to reduce

environmental impact. We want to include local work force to the
project because they have the good knowledge of the natural
building materials and appropriate skills to build structures
from the trails and thatched roof cabanas to the bridges. We
intend to showcase their work as an aspect of the project and a
point of interest to our target market, the eco tourists, so that
will learn more about our locals, their customs and traditions.

VII. FINANCIAL PLAN

Cash and finance are the lifeblood of a business. It helps
the managers to indicate if the business is sustainable. For us
to see a better financial projection here’s our financial plan
for the Fiscal year July 1, 2020- June 30, 2021

START UP EXPENSES
Start-up expenses are the various costs it takes to open your
doors for business. The illustration below shows the
Corporation’s Start up Expenses for the Fiscal year July 1, 2020-
June 30, 2021

OPERATING EXPENSES

These are the expenses and the capital requirements

associated with the running of the business for the Fiscal
Year 2020-2021
CAPITAL REQUIREMENTS

12 MONTH PROFIT AND LOSS PROJECTION

The projected sales have been estimated based on the

continuous increase in the number of tourists visiting the eco-
park, increased demand in tourism, together with a comprehensive
market research and analysis, evaluation of the competition and
observation of their traffic, web research and trend studies,
discussion with tour operators and tourism site managers around
the area.
 With the proposed marketing plan, we expect a growth in
sales of 20% - 25% a year as the eco-park becomes more and more
established. All projections have been kept low for the first 6
months to allow time for sales to pick up and the advertising to
take effect.

Studies have shown that this type of adventure tourism has

been quite popular in neighboring island of Panay. Considering
the number of visitors of our possible competitors, the amount of
tourist traffic in the area and the proposed marketing and
advertising plan, it is reasonable to predict an average of 13 -
26 visitors per day (260-520 a month) and higher number during
peak season.

PROJECTED CASH FLOW STATEMENT

FINANCIAL SUMMARY