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Business Plan

September 2018

C&J Solutions
Makati City, PH
+63 956 645 7639
https://www.cpd2go.com.ph
cpd2goph@gmail.com
Confidentiality Agreement
The undersigned reader acknowledges that any information provided by Celine Anne N. Dormiendo in
this business plan, other than information that is in the public domain, is confidential in nature and that
any disclosure or use of same by the reader may cause serious harm or damage to Celine Anne N.
Dormiendo. Therefore, the undersigned agrees not to disclose it without express written permission
from Celine Anne N. Dormiendo.

Upon request, the undersigned reader will immediately return this document to Celine Anne N.
Dormiendo.

___________________
Signature

___________________
Name (typed or printed)

___________________
Date

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Table of Contents

Confidentiality Agreement ..........................................................................................................................2


I. Executive Summary ..................................................................................................................................4
II. Company Description ..............................................................................................................................5
Company Description Worksheet ....................................................................................................................................................................7
III. Products & Services ................................................................................................................................8
Product & Service Description Worksheet ....................................................................................................................................................9
IV. Marketing Plan ......................................................................................................................................10
SWOT Analysis Worksheet ............................................................................................................................................................................. 27
Competitor Data Collection Plan ................................................................................................................................................................... 31
Marketing Expenses Strategy Chart ............................................................................................................................................................. 35
Pricing Strategy ................................................................................................................................................................................................... 36
Distribution Channel Assessment Worksheet ............................................................................................................................................ 38
V. Operational Plan ....................................................................................................................................40
VI. Startup Expenses & Capitalization .....................................................................................................46
VII. Financial Plan .......................................................................................................................................47
VIII. Appendices..........................................................................................................................................55
APPENDIX A: Partnership Forms ...........................................................................................................56
APPENDIX B: Business Startup Costs .....................................................................................................61
APPENDIX C: Work Breakdown Structure ...........................................................................................66
APPENDIX D: PRC National Passing Percentage ..................................................................................68
APPENDIX E: Total Number of License Renewals Per Year ................................................................71
Recommendations......................................................................................................................................73

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I. Executive Summary
C&J Solutions is an IT software development company that offers people an easier experience with
finding seminars through its website and mobile app, CPD2Go. As of now, there are only a few, if none,
platforms that cater to people who are looking for Continuing Professional Development (CPD) activities.
It provides people with a platform that makes searching for seminars efficient and less time-consuming.
They will no longer experience the hassle of going over the different search engines but instead, everything
is provided to them in just a single app including seminars from accredited CPD providers. Moreover,
CPD2Go also offers a technology wherein the users can already keep track of and monitor their credit
units and prepare for the expenses they may spend to complete the required CPD units for their profession
because the app itself creates a training schedule for them.
It is the company’s goal to become recognized as the first local company that helps licensed
professionals in finding CPD activities relevant to their profession. It aims to be recognized by the legal
authority responsible for overseeing this process, such as the PRC, and to be endorsed by such governing
bodies as the go-to application for the professionals looking for CPD units. The company also sees itself
garnering various partnerships and investments in the foreign field, therefore enabling it to not only become
a globally recognized company but also to enable it to thrive in the intense competition in the global market
through its constantly improving services.
The company is dedicated to serving licensed Filipino professionals, bridging connections between
them and the various accredited providers that offer CPD activities.
As one of the few applications to concern with regards to CPD accredited events, CPD2Go would
stand above the rest by offering its users more efficient and reliable data. CPD2Go also comes with an easy-
to-use interface which will constantly improve to suit user preferences.
To be able to put this project into reality, the company needs approximately 4 million pesos. This
will solely be used for the development of the project – labor and effort costs, utilities and equipment; and
for the operation of the business – advertising and promotion of the product to the market. The sales that
will be gathered on the first year of its operation will be used for the maintenance, development, updates
of the app for the succeeding years. Aside from that, the company will also make use of these added income
to strengthen its efforts in the promotion of the product to be able to reach the target number of users
over a three-year period and be the “go to” app that PRC Regulatory Boards endorses to its members for
their CPD needs so that the money invested can already be compensated after the first year of its operation.

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II. Company Description
1. Company mission statement

“Think, click, and let us do the rest.”

The mission of the company is to assist people who are looking for seminars; to provide them
with the accessibility, comfort, and ease of searching for accredited CPD activities that they need, all
condensed in one user-friendly platform.

2. Company philosophy and vision

Integrity. Efficiency. Reliability. These values are the cornerstones that hold together the company
and its services. And through this, the company aims to grow into a trusted, and globally competitive
platform that offers users its unfaltering services.

3. Company goals

It is the company’s goal to become recognized as the premier company that helps licensed
professionals in finding CPD activities relevant to their profession. It aims to be recognized by the legal
authority responsible for overseeing this process, such as the PRC, and to be endorsed by such governing
bodies as the go-to software for the professionals looking for CPD units. The company also sees itself
garnering various partnerships and investments in the foreign field, therefore enabling it to not only
become a globally recognized company but also to enable it to thrive in the intense competition in the
global market through its constantly improving services.

4. Target market

The company is dedicated to serving licensed Filipino professionals, bridging connections between
them and the various accredited providers that offer CPD activities.

5. Industry

C&J Solutions is an IT software development company that offers people an easier experience with
finding seminars with the use of its software CPD2Go. As of now, there are only a few, if none, platforms
that cater to people who are looking for CPD activities. CPD2Go is a software with the purpose of filling
this gap. It provides people with a platform that makes searching for seminars efficient and less time-
consuming. This fresh idea would garner the company recognition and success.

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6. Legal structure

C&J Solutions is a company founded from the partnership between Celine Anne N. Dormiendo and
Juwelene P. De Leon. The base of operations is centered in Makati City, expanding to more areas as the
company grows. The owners have known each other since they were kids because they are cousins. Celine
is currently a member of Pasig Catholic College’s faculty, while Juwelene is an I.T. professional from the
United States. Through rigorous brainstorming between the two, they have come up with the software that
the company is introducing to the public, CPD2Go. After developing the software, the owners decided to
start the company seeing as the application might become a groundbreaking development. (*Articles of
Partnership in Appendix A)

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Company Description Worksheet
C&J Solutions
Business Name
“Think, click, and let us do the rest.”

Company Mission The mission of the company is to assist people who are looking for seminars; to
Statement provide them with the accessibility, comfort, and ease of searching for accredited
CPD activities that they need, all condensed in one user-friendly platform.

Integrity. Efficiency. Reliability. These values are the cornerstones that hold together
Company the company and its services. And through this, the company aims to grow into a
Philosophy and trusted, and competitive platform that offers users its unfaltering services.
Vision

It is the company’s goal to become recognized as the first local company that helps
licensed professionals in finding CPD activities relevant to their profession. It aims to
Goals & Milestones be recognized by the legal authority responsible for overseeing this process, such as
the PRC, and to be endorsed by such governing bodies as the go-to application for
the professionals looking for CPD units.

• Registered Filipino Professionals Particularly Professional Teachers


(Elementary and Secondary), Criminology, Nursing, Accountancy, Engineering
Target Market (Civil and Mechanical) and Medical Technology
• Local CPD providers accredited by the Professional Regulations Commission
(PRC)
The local competitors of the application are:

1. Speedy Course by Optimus Innovatus, Corp


Industry/
Competitors 2. Business Coach by BusinessCoach Inc.

3. Ariva by Ariva Academy Philippines Inc.

4. Professional Organizations

C&J Solutions is a company founded from the partnership between Celine Anne N.
Legal Structure/ Dormiendo and Juwelene P. De Leon.
Ownership

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III. Products & Services

1. Products and Services

C&J Solutions has developed an application that acts as a search engine for users that are looking
for CPD accredited events that would help them fulfill the unit requirement for their specific profession. It
collects and collates information on various CPD accredited events and organizes them in a way that it
would recommend the most efficient option to its user. The application includes both a website and a
mobile application suited to the users’ preferences.

2. Problem Statement

The product solves the professionals’ problem in searching and finding CPD activities, as well as
accredited CPD providers, that will help them fulfill their CPD unit requirements. Through the CPD2Go
App, they will have more chances of finding the right CPD activity for them that is from accredited CPD
providers and ensured to have equivalent credit units which they can use in the renewal of their Professional
Identification Cards. They can also keep track of the number of units they have already earned as the
application already provides an intelligent agent module. Aside from the tracking and monitoring of earned
units, it also acts as a training planner that creates a schedule for the professional so that they may be able
to get the required number of units prior their license renewal. This will also solve the professionals’
difficulty in attending and participating in such activities.

3. C&J Solutions Inc. Competitive Advantage

As one of the few applications to concern with regards to CPD accredited events, CPD2Go would
stand above the rest by offering its users more efficient and reliable data. CPD2Go also comes with an easy-
to-use interface which will constantly improve to suit user preferences. The company aims to gain official
recognition by the legal governing bodies to ensure the credibility of the application’s data.

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Product & Service Description Worksheet

Business C&J Solutions


Name
CPD2Go is a CPD search engine of accredited activities for professionals desiring to fulfill
Product/ their unit requirements.
Service Idea

The benefits of using the product are as follows:

1. Advance planning due to the availability of schedules/modules and accompanying


costs.
2. Tracking of earned units.
Special 3. Listed CPD activities are drawn from CPD accredited providers.
Benefits 4. The professional organizations/boards can easily interact and coordinate with their
members because they can easily disseminate information and updates.

The app has the following unique features:

- Activity and earned units tracker


Unique - Alerts on activities for their professional development
Features - Online Registration and Payment

The app has the following limitations:


Limits and
Liabilities 1. CPD Activities are only from Philippine-based accredited providers

Production CPD2Go can be accessed using the website and can be downloaded in Google Play Store
and Delivery and App Store.

CPD activity postings will be provided by accredited providers in the Philippines.


Suppliers

Intellectual SEC registration


Property/ Certificate of Business Name Registration
Special Intellectual Property
Permits SSS/TIN Registrations
The CPD2Go is an application that allows users to see listings of CPD activities in the
Philippines offered by accredited CPD providers, to filter them according to location,
Product/ profession, and price; and to register them immediately. The CPD2Go will also serve
Service as a marketing tool for the CPD providers in advertising the CPD programs that they
Description offer.

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IV. Marketing Plan

1. Market research

Survey on Seminars

The main purpose of the survey is to determine the problems that individuals are experiencing when it comes
to searching, signing up and participating in seminars, training and workshops. This survey will validate if the
respondents are really facing the abovementioned problems. The survey was administered by sending the survey
link to friends and colleagues who are registered and licensed professionals and to several FB groups whose
members are also licensed professionals. The survey is available in this link
https://goo.gl/forms/NTKlIkNS6bk2Hyty1.

Fig. 1 – Profile of the Respondents

The beginning part of the survey intends to know the profile of the respondents. Basically, it wants to know
from which profession they belong to and to determine if their profession is regulated by the Professional Regulation
Commission. In the survey, the most number of respondents came from Professional Teachers (30%), Electrical
Engineers (24.2%), Accountants (10.8%) and those professionals whose profession are not regulated by PRC (8.3%).
It is good to know that majority of the respondents are part of the professions which are affected by the
implementation of the CPD Law.

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Figure 2

Following the profile of respondents is the validation of the first pain point. Figure 2 illustrates the responses
to the survey question which is to know whether the respondents are having trouble for seminars, training and
workshops aligned with their profession and expertise and how often do they experience it. 40% of the respondents
affirmed that they have experienced it most of the time while 30% said they have experienced it occasionally.
Respondents who answered “Always” and “Seldom” yielded 14.2% and the least percentage is “Never”. The results
show that though “Always” does not result in the highest percentage, the next two choices can already signify that
the pain point is valid.

Figure 3

To identify the factors that contributed to why they experience such problems, a follow-up question was also
asked. The results show that the biggest factor affecting their search for seminars, trainings and workshop is that
listings of activity are limited with 59.2% followed by listings do not display the CPD credit units with 51.7%, 33.3%
answered that listings are unorganized and 30% said it is due to incomplete activity details. This only shows that
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respondents may have little knowledge about the different CPD activities offered by these accredited providers and
they are concerned about the knowing the number of CPD units that they can earn in a seminar, training and
workshop.

Where do you usually search to find seminars, training and workshops? Please
check all that apply to you.
120 responses

email ads 0.80%, 1


Invitation from other institutions 0.80%, 1
Friends and Former Classmates 0.80%, 1
letter of invitation or notice of scheduled seminar 0.80%, 1
From our Division and mostly from our school's… 0.80%, 1
PDA 0.80%, 1
given by the school/division off. 0.80%, 1
invitation from organizers 0.80%, 1
in our organization 0.80%, 1
memorandum 0.80%, 1
announcements from the concerned administrative… 0.80%, 1
from other member of the org 0.80%, 1
friends 0.80%, 1
Memos or orders from the division office 0.80%, 1
Email invite and SMS of IECEP Zambales Chapter 0.80%, 1
School memo 1.70%, 2
Print Media 12.50%, 15
Website 30.80%, 37
Social Media 50.80%, 61
Internet 74.20%, 89
0 10 20 30 40 50 60 70 80 90 100

Figure 4

The other follow-up question to the first pain point is to find out where the respondents search for seminars,
training and workshops. In the figure above, it only shows that majority of the respondents use the Internet, with
74.2%, as the main tool in finding the right CPD activity. Following closely is through Social Media having 50.8%.
Other responses show that they also learn about these activities through invitations, memos and friends. The
results clearly show that the respondents prefer the use of the Internet and Social Media to look for these kinds of
activities.

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Figure 5

The next pain point that was validated is whether individuals are having trouble looking for certified providers
of seminars, training and workshops. Out of the 120 respondents, 41.7% said that they are having trouble most of
the time. With this result, it simply indicates that the pain point is valid. Furthermore, a provision has also been
made for respondents to express any other factors which they feel has affected their trouble in looking for certified
providers. The responses are illustrated in Figure 6.

What factors contributed to the difficulty in looking for certified providers of


seminars, training and workshops? Please check all that apply to you.
120 responses

Affordable 0.80%
1
Too expensive. Too long hours of seminars 0.80%
1
Mahal ang seminar 0.80%
1
Not applicable 0.80%
1
Our division provides the seminars for our… 0.80%
1
You have to advertise well in advance to find the… 0.80%
1
Not related to my teaching loads 0.80%
1
All certified training provider are listed at… 0.80%
1
No feedback or rating from clients 31.70%38
No proof of legal compliance 41.70% 50
Limited information is posted 77.50% 93
0 10 20 30 40 50 60 70 80 90 100

Figure 6

In the figure above, the majority of the respondents, 77.50% have mainly identified that the primary reason why
they have difficulty in looking for certified providers is that limited information is posted about the providers. A

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percentage of 41.70% responded that there is no proof of legal compliance and a percentage of 31.70% answered
that there is no feedback or rating from clients.

Figure 7

The third pain point is how often do the respondents experience in trouble in signing up to seminars, training
and workshops. Out of the total survey participants, 35% responded that they encounter it most of the time, 33.3%
of them experience it occasionally, 15% of the respondents seldom experience trouble and 13.3% said they always
experience it. This reflects that the respondents of the survey are really having difficulty when it comes to signing
up to these kinds of activities.
To validate the reasons why the respondents, experience this difficulty, another set of the provision was made
and the results are illustrated below.

What factors contributed to the difficulty in signing up to seminars, training


and workshops? Please check all that apply to you.
120 responses

Not affordable 0.80%


1
0.80%
1
Too little CPD points with atrociously high price 0.80%
1
0.80%
1
Not free 0.80%
1
0.80%
1
appointments 0.80%
1
0.80%
1
Lack of time 0.80%
1
0.80%
1
When it is in conflict with my sc 0.80%
1
0.80%
1
It is very easy to sign up training and seminars.… 0.80%
1
0.80%
1
Payment method is a hassle 57.50% 69
56.70% 68
Incomplete activity details 42.50% 51
0 10 20 30 40 50 60 70 80

Figure 8
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In the results above, 57.50% of the participants responded that the payment method is a hassle when signing up
to seminars, training and workshop while 56.70% answered that the registration is tedious. A percentage of 42.50%
said that incomplete activity details is their difficulty. Others made mention that the activities are expensive and
far, they lack time, dates are not convenient. It reflects that aside from the payment and registration process, the
respondents also look at attending these kinds of activities at their most convenient time.

Figure 9
The data captured on the diagram above determines the preference of the respondents on how they would like
to sign up in seminars, training and workshops. Out of 120 responses, 67.5% of them answered that they prefer
online registration, 59.2% prefer through email and 30.8% still prefer personal or walk-in registrations. The result
implies that the respondents like to have a more convenient manner in signing up to these activities.

The final pain point that the survey validated is how often they experience trouble participating in seminars,
training and workshops. In the chart below, 38.3% of the 120 responses said that they experience it most of the
time while 28.3% experience it occasionally. Other respondents answered that 15.8% seldom experience it and
13.3% always experience it. Even though the “Always” did not receive the highest percentage, the responses for
“Most of the Time” and “Occasionally” are enough to justify that the pain point is valid. Furthermore, the predefined
set of factors has been made for respondents to express any factors which they feel has affected their participation
in the abovementioned activities. The results are shown in Figure 11.

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Figure 10

What factors contributed to the difficulty in participating


in seminars, training and workshops?
120 responses

More inclined to a webinar 0.80%


1
No problems met 0.80%
1
Fees 0.80%
1
Not relevant to my teaching loads 0.80%
1
No record of registration and activity… 17.50%
21
Venue is not accessible to me 66.70% 80
Schedule of the activity is not… 87.50% 105
0 20 40 60 80 100 120

Figure 11

Based on the above figures, 105 out of 120 respondents who answered the survey, which is 87.50%, have
difficulty in participating in seminars, training and workshops because the schedule of the activity is not compatible
to their schedule. Aside from that, 66.70% also answered that the venue is not accessible to them.

In summary, the responses of this survey already justify that the four pain points identified are proven to be
experienced by the respondents. The results yielded that this problem of searching for seminars, training and
workshops needs to be addressed to alleviate the difficulty of licensed professionals in looking for accredited CPD
providers that will deliver CPD activities to them and later, make it easy for them to renew their professional
licenses. And at the same time, this will be an avenue for providers to advertise the activities they offer online and
increase their sales revenue.

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Product Testing Survey

The main purpose of the second survey is to find out the viability of the product to its target market. The
survey was composed of 6 questions and was administered by sending the survey link to friends and colleagues who
are registered and licensed professionals and to several FB groups whose members are also licensed professionals.
The survey is available in this link https://goo.gl/forms/oshkGrBM03o0sV2g2.

Figure 12 – Profile of Respondents

In the figure above, most of the respondents are Professional Teachers (45.2%). Other professions who have
participated in the survey include Nursing, Chemical Engineering, Electrical Engineering, Electronics Engineering,
Mechanical Engineering, Medical Technology, Guidance and Counselling, Architecture, Accountancy, Physical
Therapy and Librarian.

Following the profile of the respondents is to know their initial reaction upon learning about the CPD2Go App.
The results in Figure 13 showed that 45.2% of the respondents are very positive learning about the app while 41.9%
are somewhat positive. Majority of the respondents are positive and happy learning about the app.

Figure 13

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Figure 14

In the results illustrated above, 48.4% of the respondents felt that the app is something that everyone should
probably need while 45.2% said that they definitely need it. The results also indicate a positive response from the
respondents.

Figure 15

The data captured on the image above shows that 93.5% or 29 out of 31 respondents are willing to pay P 500.00
for an annual subscription to CPD2Go app while 6.5% or only 2 respondents are willing to pay for it at P 750.00

In the figure below, the respondents were asked as to how they are likely to subscribe to the app if it is already
available. 12 out of 31 respondents said that they are very likely to subscribe, 10 are somewhat likely to subscribe
and 9 are extremely likely to subscribe.

Figure 16

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In the last diagram below, the majority of the respondents would recommend the app to their friend or colleague.
32.3% rated it 8, 22.6% rated it 10 while 19.4% rated it 6.

Figure 17

In summary, the responses of this survey already justify that the product has a higher percentage of viability
and that the respondents are willing to shell out money from their pockets to subscribe to the app.

Secondary Market Research

This section discusses related researches and studies that helped in the formulation of the solution.

Filipino registered professionals top 3.2 million as Baldoz cites their role in nation-building and
development

Labor and Employment Secretary Rosalinda Dimapilis-Baldoz yesterday cited the Professional Regulation
Commission (PRC) for the growth of the country’s professional sector, members of which have now reached some
3.2 million in 50 registered professions.

Baldoz, citing data from the PRC disseminated through the Bureau of Labor and Employment Statistics (BLES) and
released during the celebration of the 12th National Statistics Month, observed that the 3.2 Filipino professionals
are the cream of the Philippine workforce.

These professions and the number of their registered members are as follows: Accountancy (145,209); Aeronautical
Engineer (942); Agriculturist (14,920); Agricultural Engineer (7,192); Architect (29,892); Chemical Engineer (28,408);
Chemist (11,463); Chemical Technician (665); Civil Engineer (123,872); Criminologist (69,071); Customs Broker
(6,121); Dentist (51,446); Dental Hygienist (118); Dental Tech (925); Registered Electrical Engr. (49,245); Registered
Mast. Elec. R.M.E. (39,619); Assistant Electrical Engineer (31,787); Associate Electrical Engineer (3,656); Master
Electrician (17,274); Electronics Engineer (51,541);

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PEE Engineer (695); Electronics Technician (1,263); Environmental Planner (815); Fisheries (1,396); Forester (9,789);
Geodetic Engineer (8,906); Junior Geodetic Engineer (5,781); Geodetic Engineer Aide (1,775); Geologist (1,796);
Geologic Aide (66); Guidance and Counseling (2,063); Interior Designer (1,948); Landscape Architect (286);
Librarian (6,411); Master Plumber (6,252); Mechanical Engineer (78,678); Prof. Mechanical Engineer (4,480);
Mechanical Plant Engineer (2,070); Certified Plant Mechanic (9,882); Air Condition and Ref. Specialist (65); Medical
Technologist (58,670); Medical Laboratory Technologist (4,334);

Metallurgical Engineer (800); Metallurgical Plant Foreman (93); Midwife (169,469); Mining Engineer (2,925); Certified
Mine Foreman (669); Certified Mill Foreman (191); Certified Quarry Foreman (69); Naval Architect (585); Nurse
(756,624);
Nutritionist-Dietitian (14,718); Dietitian (1,410); Optometrist (10,621); Ocular Pharmacologist (51); Pharmacist
(61,091); Chinese Druggist (485); Physician (114,099); Physical Therapist (24,233); Occupational Therapist (2,815);
Physical Therapist Technician (78);

Occupational Therapist Technician (120); Radiologic Technologist (10,300); X-ray Technologist (9,033); Real Estate
Appraiser (3,255); Real Estate Broker (14,991); Real Estate Consultant (74); Sanitary Engineer (2,665); Social
Worker (19,424); Sugar technologist (183); Veterinarian (7,782); Professional Teachers (1,141,770); Marine Deck
Officers (73,250); Marine Engineer Officer (63,879).

The PRC, in cooperation with the Philippine Association of Professional Regulatory Board Members, Inc. (PAPRB),
has successfully concluded the First Professional Summit of the Philippines in October on the theme, “Convergence
of Professionals for Nation Building and Global Competitiveness”, with over 500 key sector representatives of the
country’s professional corps participating in the event.

“The First Professional Summit highlighted the continuing growth and relevant role of the Filipino professionals in
nation-building and economic competitiveness”, Baldoz said, adding:

“The Summit is consistent with the overarching goal enunciated by President Benigno S. Aquino III, in his 22-point
labor and employment agenda, to “invest in our country’s top resource, our human resource, to make us more
competitive and employable while promoting industrial peace based on social justice.”

Related to this, President Benigno S. Aquino III declared the annual observance of the Philippine Professionals
Competitiveness Week on October through Proclamation No. 487 issued on 02 October 2012.

During the Summit, the PRC and the PAPRB presented competitiveness roadmaps for most of the country’s
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professions, including accountancy, aeronautical, agricultural engineering, architecture, business education, civil
engineering, dental profession, Filipino physicians, Filipino professional teachers, fisheries, health and allied
professions, metallurgical engineering, midwifery, nutrition and dietetics, optometry, psychology, nursing, pharmacy,
real estate services, medical technology, radiologic technology, engineering technology-foresters, and others.

“Basically, the First Professional Summit achieved the second tier dual convergence that had been structured under
the Philippine Development Plan 2011-2016, specifically on (1) career guidance and (2) the employment, welfare
and protection of the Filipino professional workers, embodied in the Philippine Labor and Employment Plan 2011-
2016.”

Department of Labor and Employment (2012). Filipino registered professionals top 3.2 million as Baldoz cites their role
in nation-building and development. p.1
Retrieved from https://www.dole.gov.ph/news

Continuing Professional Development Act of 2016, R.A. No. 10219

R.A. no. 10912 or better known as the “Continuing Professional Development Act of 2016” is an act
mandating and strengthening the continuing professional development program for all regulated professions,
creating the continuing professional development council, and appropriating funds, therefore, and for other related
purposes. The objective of this law is to institute measures that will continuously improve the competence of the
professionals in accordance with the international standards of practice, thereby, ensuring their contribution in
uplifting the general welfare, economic growth and development of the nation. CPD programs is defined as a set
of learning activities accredited by the CPD Council such as seminars, workshops, technical lectures or subject
matter meetings, nondegree training lectures and scientific meetings, modules, tours and visits, which equip the
professionals with advanced knowledge, skills and values in specialized or in an inter- or multidisciplinary field of
study, self-directed research and/or lifelong learning. These CPD programs shall enhance and upgrade the
competencies and qualifications of professionals for the practice of their professions pursuant to the Philippine
Qualifications Framework or PQF, the ASEAN Qualifications Reference Framework or AQRF and the ASEAN
Mutual Recognition Arrangement or MRAs. It will also consist of activities that range from structured to non-
structured activities, which have learning processes and outcomes which may include but not limited to formal
learning, non-formal learning, informal learning, self-directed learning, online learning activities and professional work
experiences. CPD Programs are conducted by CPD providers that are accredited by the CPD Council and lets an
individual earn a CPD credit unit. This CPD credit unit refers to the value of an amount of learning that can be
transferred to a qualification achieved from formal, informal or non-formal learning setting, wherein credits can be
accumulated to predetermined levels for the award of a qualification. Moreover, Article III Section 10 made mention
that CPD has been made as a mandatory requirement in the renewal of the professional identification cards of all
registered and licensed professionals under the regulation of the PRC.

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Implementing Rules and Regulations of R.A. No. 10219

Section 8.6.1 of the Implementing Rules and Regulations of R.A. No. 10219 mentioned that a licensed
professional applicant may apply for credit units under Self-Directed Learning and/or Lifelong Learning by
accomplishing Application Form, submit the required documents and pay the prescribed fee. Seminars/ training
undertaken abroad conducted by non-accredited CPD Providers may be accredited through Self-Directed and/or
Lifelong Learning. The procedure for this accreditation shall be included in the Operational Guidelines of the
concerned profession.
Moreover, Section 10 discussed that the CPD is made as a mandatory requirement in the renewal of the
Professional Identification Cards (PICs) of all registered and licensed professionals under the regulation of the PRC.
Registered and licensed professionals shall complete the required credit units every three (3) years of compliance
period, a copy of the Matric of Credit Units Required per Profession is herein attached as Annex “J”, or as specified
in their Professional Regulatory Law, or as provided by the Professional Regulatory Board (PRB) and the
Commission through a Resolution that may be issued. Any excess CUs earned shall not be carried over to the
next three-year period except for the credit units earned from doctorate and master’s degrees or speciality training
which shall only be individually credited only once during the entire compliance period. Credit units may be earned
by professionals who participate in programs initiated by the PRC and the PRBs for the development of their
respective profession. The guide for crediting CPD units and supporting documents or the Matrix of CPD Activities
is displayed below as well as the reference for the renewal of PIC in the transitory period.

22
23
Nurses slam new law on license renewal

A group of nurses has added its voice to Filipino professionals opposing the new requirements for renewing
their licenses under the CPD Act.
“Given that the laws like RA (Republic Act No.) 9173 – or the Nursing Law of 2002 – and the Magna Carta
for Public Health Workers, which uphold the best interest of nurses, are little implemented and generally
disregarded and violated, now comes another law that will further burden the already weighed down nurses, “the
Filipino Nurses said in a statement.
Other professionals have also complained about the lack of accredited CPD providers, which has limited
their options to current providers that are mostly private institutions supposedly offering training and seminars with
exorbitant fees.
Michael Formoso, an engineer who signed the petition, said: “there are a lot of channels for learning where
70 percent come from experience and on-the-job training and 20 percent from direct coaching and technical and
management websites and media.” Formoso said only 10 percent came from training.
“Leadership and management training should also be considered valid for CPD for engineers like me. I see
this as a means of money milking for the accredited professional organization. There should be more accredited
training institutions that we can choose from,” he added. (Santos, 2017)

Santos, T.G. (2017, November 13). Nurses slam new law on license renewal. Philippine Daily Inquirer. p.1.
Retrieved from www.inquirer.net

Professionals need not spend to comply with CPD – PRC

The Professional Regulation Commission (PRC) said professionals could comply with the Continuing
Professional Development (CPD) requirement without spending a single peso through their employers.
PRC officer-in-charge (OIC) Standards and Inspection Division Maria Liza Hernandez said company seminars
could provide CPD units to professionals if their employers get the necessary accreditation from PRC.
“The company will only have to pay P5,000 for the accreditation which is good for three years. Then their
human resources could apply each of their (seminar) programs for P1,000.” Hernandez explained. “Once the
companies become accredited, all of their professionals could get the CPD units at no cost by attending company
seminars,” she added.
Aside from attending seminars, she also explained professionals could get the CPD units through academic
means like getting a postgraduate degree or through other activities related to their professions like becoming a
source person or doing socio-civic activities. For such activities, she said professionals would only have to shell out
P1,000 to convert the said activities to CPD units. “If they will go through this track, then they don’t have to attend
seminars anymore,” Hernandez said. (Medenilla, 2017)

Medenilla, S.P. (2017, August 1). Professionals need not spend to comply with CPD - PRC. Manila Bulletin. p.1.
Retrieved from https://news.mb.com.ph
24
PRC to undertake a review of CPD law’s operational guidelines amid complaints.

Amid growing number of complaints, it has received in the implementation of the Continuing Professional
Development (CPD) law, the Professional Regulation Commission said it undertake a review of the legislation’s
operational guidelines. PRC said it has issued the instruction to the CPD Council of the 43 regulated professions.
The PRC reiterated it had also exercised “maximum flexibility” in enforcing the CPD law by granting
professionals a grace period for them to fully comply with its provisions by accomplishing the undertaking embedded
in their Professional Identification Card (PIC) application. This will allow the “professional to complete and submit
only the CPD units in the next renewal period of three years after his or her first renewal under the CPD law.”
PRC said that this is an assurance that professionals were given enough time to comply with the CPD law.
“Since the implementation of the Continuing Professional Development in July 2017, no professional who
applied for the renewal of his or her professional ID has ever been denied by PRC due to incomplete or lacking
CPD units.” The PRC said.
The CPD law took effect on 2016 but was only fully complied with by the professional regulatory boards
(PRBs) on 2017 with the release of its implementing rules and regulations (IRR). It mandates professionals to obtain
the necessary CPD units as prescribed by their respective PRB to renew their PIC.
Many professionals are against the legislation due to its cost since it will require them to undergo training,
seminar or other activities related to their profession to earn the necessary CPD units. A petition in Change.org
seeking the reevaluation of the CPD Law has already reached 125,554 signatures as of 4:25 p.m. on Wednesday.
Despite the protests against the CPD Law, PRC said the legislation is still in effect. (Medenilla, 2017)

Medenilla, S.P. (2018, February 7). PRC to undertake a review of CPD law’s operational guidelines amid
complaints. Business Mirror. p.1. Retrieved from https://businessmirror.com.ph

2. Barriers to entry

As a new company looking to enter the market, C&J Solutions will come across hurdles to business, which, in
all its power, will overcome. The company may face the following problems:

High Start-up Costs

Starting a company is not just a walk in the park, finance wise. There are certain factors that contribute to the
cost of starting a company. These include the space for the office. Of course, along with the office comes the costs
for utility such as electricity and internet connection, as well as the necessary supplies and pieces of equipment. The
cost would also cover the salaries for its employees. In total, the cost would approximately be around P 3,594,492.
The owners have agreed to collate their money together to shoulder the whole cost needed for starting the
company.

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Brand Recognition

The application is new to the market and is still to be recognized by the professionals who would be using it.
There is still competition considering there are other similar software out in the market. Which is why CPD2Go
will aim to stand out among its competitors through its efficient service.

3. Threats and opportunities

The company will also face challenges that may affect its operation once the company has been brought
up.

Changes in Government Regulation

This app is created with the purpose of aiding professionals with their CPD unit requirements, which is
mandated by the law created by the government to strengthen professional development in the country. It would
be evident that a software that is hinged to a legal mandate would be reliant on the provisions of the law and the
existence of the law itself. A slight change might affect the way the software should work, and worst-case scenario:
the complete removal of the law would, therefore, render the software without purpose.

Unauthorized Software Access/Cyberterrorism

As an online application, CPD2Go could be a possible target by ill-willed people. The may be prone to
hacking, which could either wipe out the software’s database completely and render it useless, or alteration of data,
which would damage the credibility of the software, which in turn would garner a negative reputation amongst
professionals.

26
SWOT Analysis Worksheet
Strengths Weaknesses Opportunities Threats
Product/ Service Easy to use UI High start-up cost Partnership with Competitors might
Offering User Brand recognition government copy the unique
Feedback/Rating agencies such as the features of the app
system Professional Changes in
Offers accredited Regulations government
CPD activities Commission regulations
only Unauthorized
Matches CPD software access/
activities between cyberterrorism
providers and
professionals
Provides
intelligent
recommendations
of activities in the
completion of
credit units
Market leadership
due to unique
offerings
Brand/ Marketing Minimum Building a First known app for Competitors might
subscription fee company’s finding CPD copy the features of
reputation and activities the app
credibility
Finance Minimum Collection of Availability of The investor will
subscription fee account receivable payment facility back out if the
at the start system business is not
Investors to put up profitable
more capital
Operations/ Hands-on User verification Nationwide Changes in
Management founders processes expansion Government
regulations
Market Caters to a large Difficulty in Nationwide Professionals will
target market of reaching the target expansion find training,
registered Filipino market at the start seminars and
professionals workshop using the
The initiator of a traditional way
new app in the
market
Better
subscription cost
Can any of your strengths help with improving your weaknesses or combating your threats? If
so, please describe how below.
Yes, the abovementioned strengths can help improve the weakness and combat the threats. Since the
CPD2Go app is the second app in the Philippines that will provide an easy access to seminars, training and
workshops for the registered Filipino professionals, it promises to offer better services and features to its
target market so that it will have market dominance and have business sustainability.
Based on the information above, what are your immediate goals/next steps?
27
The main goal of this company is to be able to introduce the app to the market nationwide.
Create a marketing strategy on how to market the app.

Based on the information above, what are your long-term goals/next steps?
The company will partner with the Professional Regulations Commission and the different professional
organizations in charge for these professionals. With this tie-up, the company can strengthen its connection
with the professionals and maintain the quality of its service in continuously improving the app based on the
needs of the users. Moreover, it can be a great avenue to be able to sustain the business. The company will
also like to expand its partnership with other accredited providers overseas.

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4. Product/service features and benefits

CPD2Go collects and collates information on various CPD accredited events and organizes them in a way
that it would recommend the most efficient option to its user. The app has the following key features and benefits:

1. User Registration and Login


This will allow the users to sign up and create an account depending on which type of user they are
(professional or accredited provider). The accredited provider user account must be able to submit and present
the accreditation documents given by the Professional Regulation Commission before they can be allowed to
use the system.

2. Search, Sort and Filter functionality


The search and filter functionality will allow easy facilitation of searching for the CPD activities in the system.
Users can sort and filter the listings depending on the date, profession, credit units and location of the activity.

The app will display activities from accredited CPD providers. This will assure the users that the activities
they will signup for, are accredited programs and will earn them CPD credit units.

3. Registration and Payment options


This will allow the users to register or sign up to an activity and make organize payments through the
different payment channels.

4. Reminder/Alert function
The reminder function is like a planner/scheduler that will notify the users regarding upcoming activities
where they have registered.

5. Profile Viewer
It will allow the users to view basic information, such as accreditation number, company location and contact
details, about the accredited CPD providers.

6. Inquiry Form
This will allow the users to leave messages for the accredited providers in case there are queries and
concerns regarding the activities or their registration.

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7. Feedback Form
This will allow the users to leave a rating and feedbacks for the accredited providers with regards to the
quality of service they have provided the licensed professionals.

8. Profile and Credentials Management


This will allow the users to manage their accounts and upload their training certificates for easy tracking on
the number of units they have already earned.

9. Intelligent Agent Module


Based on data gathered from a user’s professional background and unit requirements, it will search and
filter the information to match.

5. Target customer

This software was developed with the aim of engaging with licensed professionals that are searching for
CPD credited events in order to fulfill their unit requirements as mandated by the law. The primary market for
these are those renewing licensed professionals who walk their professional careers and wish to develop them
more through the CPD credited events. Primarily, the company would like to target first the professionals with
the most number of board exam passers which includes Professional Teachers (Elementary and Secondary),
Criminology, Nursing, Accountancy, Engineering (Civil and Mechanical) and Medical Technology (See Appendix D).
The company is also dedicated to serving renewing licensed professionals that are looking for events that grant
them CPD units, and the local accredited CPD providers, bridging connections between them and the various
sectors that offer the required units that these professionals need.

6. Key competitors

There are but a few search engines dedicated to helping professionals in the field of CPD unit requirements.
This makes it a tight competition, with Speedy Course, Business Coach, Ariva, and the different professional
organizations who are already out in the market. CPD2Go capitalizes on the weaknesses of the already existing
competition and offers seminars and training only from accredited CPD providers. With that said, there will be
more things that CPD2Go will be able to do that others cannot, like profile and credential management and the
matching of activities to the professionals.

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Competitor Data Collection Plan

CPD2GO Competitors

The software will offer seminars, training Related applications offer short courses,
and workshops only from accredited seminars, training and workshops in
Benefits/Features CPD providers to ensure that the users almost all fields in the industry. They also
will be able to earn the required credit have a pool of speakers from all fields,
units. It also offers a training plan that trades and profession. They also have
will already create a schedule for the affiliations with government institutions
users as regard to the list of activities like the Department of Tourism and Civil
he/she can take to complete the required Service Commission.
units on a specific period.

The business is starting up and is small as Related applications are already


compared to the competitors. The established in the business and are big in
Size/profitability profitability will depend on the marketing size in terms of product scope. They are
strategy at this stage. already highly profitable because they
have already made a name in the market
and have already gathered a substantial
number of customers.

The main marketing strategy of the Most competitors use both mobile and
company is to use Digital Marketing. It web application in marketing their
Market strategy will invest in using social media platforms products and services. They also
such as Facebook, Twitter, Instagram, maintain Facebook pages for them to
Google (Youtube) and LinkedIn. reach a greater market.

31
Competitive Analysis Worksheet
For each factor listed in the first column, assess whether you think it’s a strength or a weakness (S or W) for your
business and for your competitors. Then rank how important each factor is to your target customer on a scale of
1 to 5 (1 = very important; 5 = not very important). Use this information to explain your competitive advantages
and disadvantages.

Speedy Business Importance to


FACTOR CPD2Go
Course Coach Customer

Products S S S 1

Price S S S 1

Quality S S S 1

Selection S W W 1

Service S S S 1

Reliability S S S 1

Stability W S S 1

Expertise W S S 1

Company
W S S 1
Reputation

Location S S S 4

Appearance S S S 2

Sales Method S S S 2

Credit Policies W S S 2

Advertising W S S 1

Image S S S 2

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7. Positioning/Niche

The company will start its operation in Metro Manila where most of the accredited CPD providers in the
Philippines are located. The business will initially target at least 5% of the 3.2 million registered Filipino professionals.
These niche market have been identified as the major users of the software.

8. Marketing Strategy

The company will be using Digital Marketing as the primary strategy in advertising the software product. It
will use the very popular social media platforms, Facebook, Instagram, Twitter, YouTube and Google to promote
the company as well as the product and services it offers.

The company will also invest in Google AdWords for its Pay-Per-Click marketing. Through this marketing
strategy, the founders of the company can deliver the targeted advertisements to people who are seeking out for
the product. Moreover, this marketing will generate discounts from search engines in exchange for making their
users happy.

Aside from online advertising, the company knows that gaining the trust of its target market is relevant. With
this, the founders will go directly to meet with the accredited providers to present the features and benefits they
may get in subscribing to the product. To gain the trust of the registered professionals, the company will also exert
effort in presenting the product and partnering to the Professional Regulations Commission and its Regulatory
Boards and different professional organizations to get a legal endorsement for the product or even to sell the
product to them and have them re-brand it as if it was their own so that they can provide services based on the
needs of the professionals under their jurisdiction.

Since the main objective of the software is to help registered Filipino professionals, the founders have thought
of a logo that will allow users to remember the business and add up to market awareness. The logo contains the
following elements:

33
1) The colors of the ‘CPD2GO’ and the Philippine map represents that the program is catered for Filipinos who
want to earn CPD credit units.
2) The blue background represents the color of the sky and freedom while the transition to/blends with the yellow
background represents the color of optimism and intellect.
3) The ‘2Go’ speed lines mean being in a single app, it is fast and convenient for the users.

9. Promotional budget

The marketing cost is shown in the summary below:

As seen above, most of the marketing budget will go to the people who will work on the promotion of
the application. The company will hire two Marketing Officers. One will be assigned to visit the CPD
accreditors and the PRC Regulatory Boards to do the marketing while the other one will be in charge of the
marketing content for the website and will work closely with the Web developer. The two Content Writers
will both be in-charge in creating innovative and catchy advertisements on Facebook and Google Ads to ensure
that the company will be able to meet the target numbers per year.
Offline Marketing will be the second to top the budget for the marketing expenses as the compan y would
like to work and collaborate more often to the accredited CPD providers and the PRC Regulatory Boards
for the product to be promoted to the registered professionals under their board.
Lastly, Online Marketing will have the budget of P 60,000.00 wherein P 150.00 per day will be allotted for
Google Ads and P 250.00 per week for Facebook Ads.
34
The annual budget for marketing expenses alone is P 1, 491.932.92.

Marketing Expenses Strategy Chart

Registered Professional Accredited CPD Providers

One-Time ------ -------


Expenses

Google Ads (including Youtube Ads) Google Ads (including Youtube Ads)
– P 150/day x 20 days = P 3,000 – P 100/day x 30 days = P 3,000
monthly monthly
Monthly or
Annual Expenses Facebook Ads(including IG Ads) – Facebook Ads(including IG Ads) –
P 250/week x 4 weeks = P 2,000 P 250/week x 4 weeks = P 2,000
monthly monthly

Web Developer – P 22,101 Web Developer – P 22,101


2 Marketing Officer – P 46,942 2 Marketing Officer – P 46,942
Labor Costs
2 Content Writer – P 40,284.66 2 Content Writer – P 40,284.66

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10. Pricing

Pricing Strategy

Business Name C&J Solutions

Pricing Strategy

Value-Based

Based on your competitive advantage and brand (perceived value)


Pricing Model

After careful consideration on business models of competitors and recommended strategies, the company
decided to go for a mix of freemium and commission-based business model. The Freemium model is one of the
most effective and scalable business models for apps. In this model, a limited version of the app will be provided
to the users for free and encourage them to become customers by offering a full-featured version of the app for
a price. For instance, the only feature that they can use in CPD2Go is the search and filter functions. They can
only use all the features of the app once they have subscribed to it. This model will be relevant in gaining
substantial customers in using the app and bring brand awareness. A survey was conducted to back up the
model, the company has chosen. The results showed that the majority of the target customers are willing to
pay for the subscription of the app so the company decided to charge P500 for a yearly subscription. (see Market
Research Survey)

As for the commission-based business model, the company decided that a minimal 3% commission will be
charged from accredited providers upon every booking/registration made through the platform to ensure that
the providers will not overcharge the CPD activities they will offer. For this reason, the company also decided
to use the value-based pricing strategy. In this strategy, the price of the app was set to the customer’s perceived
value of the product.

An alternative model that is also being put into consideration by the company is using the White-Label
Solution. In this model, the company’s product or service can be rebranded and resold as their own to clients.
The company is also considering using this model as it believes that this is the fastest way to scale the business
fast and securely. It will even create stronger relations with customers as well as boost the brand’s visibility on
the market. With this, the company will just to have to partner with the different Professional Regulatory Boards
and offer the customized package that fits their needs.

11. Location or proposed location

The company is planning to set up its office somewhere in District 2 of Makati City, which is the hometown of the
founders and is the fastest growing business district. The company has chosen this location for it is a convenient
location for the customers as well as the employees in terms of access to public transportation, secured area and
parking space. The founders are also considering other factors such as internet access, electricity supply, rental
rates, local government unit (LGU) support and infrastructure, that will all be playing a vital role for the business to
thrive.

36
12. Distribution channels

The means of distribution for the CPD2Go mobile is via mobile commerce and public relation. It will be initially
available for download from Google Play. There will also be a website which will also do the same purpose as the
mobile app. The company is also planning to collaborate with the Professional Regulations Commission to endorse
the app to all the registered Filipino professional as the main platform in finding CPD activities.

37
Distribution Channel Assessment Worksheet
App Store Website PRC Regulatory Boards

Pros: Accessible with an Pros: Accessible with an Pros: Establish a wider


internet connection internet connection network
Ease of Entry
Cons: None Cons: None Cons: Need to schedule
appointments for
collaboration
Pros: No need for travel Pros: No need for travel Pros: Familiarity with the
expenses expenses area
Geographic
Proximity Cons: None Cons: None
Cons: Travel expenses, time
and effort consuming
For Professionals For Professionals For Professionals
Free for basic functionalities Free for basic functionalities Free for basic functionalities
such as search and filter such as search and filter such as search and filter
functions functions functions
Costs P 500 per year for a full P 500 per year for a full P 500 per year for a full
subscription subscription subscription

For Accredited Provider For Accredited Provider For Accredited Provider


3% share/booking 3% share/booking 3% share/booking
Neither competitive Pros: same positioning as Pros: Advantage of getting
advantage or disadvantage competitors when it comes trust from the potential
Competitors’ exists to posting target market
Positions
Cons: lack of assurance that
trust will be gained
Pros: Management not Pros: Easy to manage Pros: Explore business
needed opportunities
Management Cons: Effort is needed
Experience Cons: Scalability Cons: Effort is needed

Pros: Staff not needed Pros: great learning Pros: great learning
experience experience
Staffing Cons: Nothing to enhance
Capabilities Cons: Needs creativity Cons: Needs good verbal and
written communications
Pros: Easy access, direct Pros: Accessible Pros: Ability to be
download discovered
Marketing Cons: Redirection link
Needs Cons: No assurance of rank needed Cons: No direct download
in the search list link

38
13. 12-month sales forecast

The reference values for the 12-month sales forecast were based on the 5% total population of the professionals
that was spread out to a 3-year period and on the 20% total population of license renewals for the last three years
(2015-2017); the amount these professionals are willing to pay for the subscription as stated in the results of the
product-testing survey (see Marketing Plan: Market Research); and the 3% commission from accredited providers
for every registration made through the platform. The details are explained on the tables below.

*See Appendix E for details

The table above shows that the company targets only 5% of the 3.2 million registered Filipino professionals and the
number of license renewals for years 2015-2017. A target number of users is set for every year to be able to get
the 160,000 professionals.

The table above displays the sales forecast on user subscription for a 3-year period. The total sales for the 3-year
period are amounting to P 62,175,000.00 alone.

39
The table above displays the sales forecast on 3% commission from providers for a 3-year period. The total sales
for the 3-year period are amounting to P 4,865,531.00 alone.

The total revenue for both the user subscription and 3% commission is amounting to P 67, 040, 831.00. (See page
50)

V. Operational Plan
This section explains the daily operation of the business, including its location, equipment, personnel and
processes.

1. Production

The company will produce a web-based and a mobile application. It will adapt the Agile-Scrum methodology in
developing its product to ensure that bug fixing processes and development of new features speed up, making the
customers delighted and happy. Using this methodology, the production cost can somehow be reduced and can
enhance the collaboration and communication among the members of the company that leads to a happier and
more productive team.

The members of the development team will be supported by the company through the issuance of laptops which
they use for work even if they may not be able to go to the office. Other equipment that will be used in the
production of the product can be found on the document included in this business plan.

2. Quality control

CPD2Go aims to have great integrity on what it provides. It plans to do the following to achieve quality in terms
of the content and users of the application.

• Intense screening of accredited providers


• Strict implementation of updates on the provider’s postings
• Compliance to Government Policies
• Monthly Checking of System and Records

40
3. Location

The company is planning to put up its initial office somewhere in Makati City. The company has chosen this location
for it is a convenient location for the customers as well as the employees in terms of access to public transportation,
secured area and parking space. It aims to lease a fully furnished office space that is about 702 m in one of the
commercial buildings within District 2 which have a production workspace, storage/network room, pantry and a
conference room. The approximate cost for office space lease is P40,000 monthly. This is exclusive of the billing
of utilities such as electricity, water and internet connection. The cost of these utilities will be based on monthly
consumptions.

4. Legal environment

The business will be operating as a partnership. The company will have to register with the Securities and Exchange
Commission (SEC) and comply with the needed requirements such as the Cover Sheet, Reservation Payment
Confirmation, Articles of Partnership and Joint Undertaking to Change Name. Since the partnership will get
investment from a foreign national, Application To Do Business Under The Foreign Investments Act of 1991 shall
also be submitted as part of the requirements. The information provided here can be found at
http://www.sec.gov.ph/services-2/company-2/registration/primary-registration/partnership/ and
http://www.sec.gov.ph/wp-content/uploads/2015/01/Doc_Reqts_Partnership.pdf.

The registration fee to be paid is shown above. The sample computation for the registration fee can be seen at
http://www.sec.gov.ph/online-services/registration-calculator-2/.

Apart from the SEC registration, the company will also apply for Intellectual Property Rights for the product. The
schedule of fees is on the table below and can also be found on this link
http://www.ipophil.gov.ph/images/2017Uploads/Comp_IPV.pdf.
41
5. Personnel

The company will hire the following people to ensure a successful web-based and mobile app:

Project Manager Monthly Salary: P72,773.91

Responsibilities

• Manage major web application projects from kickoff through development and QA.
• Produce, organize, and update project plans, documentation, and project asset documents as required by
each project.
• Develop and execute communication plans on a project-by-project basis.
• Organize and oversee bug and feature request tracking.
• Work directly with the IT Business Analyst to assist stakeholders in developing project specifications and
keeping functional site documentation up to date.
• Guide projects through effective change control processes.
• Write and archive final project reports that summarize project successes, challenges, regression analysis
and lessons learned.
• Along with the PMO, help to refine our internal project management process and best practices, as we
continue to grow and scale as a company.

Qualifications

• BS Degree (or equivalent experience) in Computer Science or in a related field.


• 4+ years of experience in web application consulting or working as a Project Manager or Business Analyst
in a customer-facing role.

Business Analyst Monthly Salary: P37,268.00

Responsibilities

• Synthesize complex and information into concise, readable, unambiguous written requirements at multiple
levels of detail.
• Take primary ownership for written requirements specifications, from initial creation, through change
management and solution delivery.
• Accurately document requirements and acceptance criteria for IT solutions.
• Lead user acceptance testing and support system training/documentation
• Analyzes business processes, and elicits and define both business and solution requirements using industry
standard methodologies

Qualifications

• BS Degree in Computer Science/Information Technology or equivalent


• Regulatory Reporting Analysis/Development
• Technical writing/documentation skills

42
• Excellent written and oral communication skills

Scrum Master Monthly Salary: P66, 250.00

Responsibilities

• Leads the agile process across the assigned team(s)


• Manages all scrum activities to coordinate progress in agile teams, both internal at iHeartMedia and those
sourced from resource augmentation partners
• Administers the basic scrum cadence (backlog grooming, sprint planning, stand up, demo, retrospective)
• Minimizes bureaucracy while providing excellent reporting and status visibility
• Champions the adoption of common agile tools and methodologies
• Defines agile productivity KPIs and ensures continuous progress

Qualifications

• BS Degree in Computer Science/Information Technology or equivalent


• At least 2 year(s) of working experience in the related field is required for this position

Test/ QA Engineer Monthly Salary: P31,263.98

Responsibilities

• Creating, maintaining and executing manual and automated test suites


• Reviewing functional requirements, design documents, and bug descriptions
• Ensuring that software meets product design and specifications
• Performing technical risk assessment and contributing to decisions related to release readiness and
schedules
• Performing full quality assurance cycles for software releases in a fast-paced environment. This includes -
but is not limited to: gathering specs, developing test plans, running automated and manual tests as
needed, and analyzing test results

Qualifications

• BS Degree in Computer Science/Information Technology or equivalent


• At least 3 year(s) of working experience in the related field
• Preferably 1-4 yrs experienced employee specialized in IT/Computer – Software or equivalent

Mobile App Developer Monthly Salary: P35, 745.00

Responsibilities

• Design and build advanced applications for the Android and iOS platforms
• Collaborate with cross-functional teams to define, design, and ship new features
• Work with outside data sources and APIs
• Unit-test code for robustness, including edge cases, usability, and general reliability
• Work on bug fixing and improving application performance
• Continuously discover, evaluate, and implement new technologies to maximize development efficiency

43
Qualifications

• BS Degree in Computer Engineering, Computer Science/Information Technology or other related fields.


• Proficient in Java, Web Service/API
• Proficient in MySQL
• Proficient in PHP, JavaScript, JQuery and Bootstrap

Web Developer Monthly Salary: P22,101.00

Responsibilities

• Produce websites and other online products using standard components and patterns as produced by the
front-end design team.
• Work daily within HTML, CSS (Sass), JavaScript, PHP and many other web languages.
• Website maintenance
• Content Management System maintenance – plugins, modules and workflows in WordPress/Drupal.
• End-user training and support. Must be comfortable working with the staff of all levels of technical
proficiency.

Qualifications

• BS Degree in Computer Science/Information Technology or other related fields.


• At least 2 year(s) of working experience in web development using HTML, CSS, PHP, and JavaScript is
required for this position
• Solid experience in PHP5 and MySQL is a must
• Knowledge in Version Control System, Web 2.0, JavaScript framework and PHP ORM

Marketing Officer Monthly Salary: P23,471.00

Responsibilities

• Prepare and project manage the publication and distribution of publicity materials
• Devise marketing campaigns
• Devise and organize a calendar of marketing events
• Undertake market research and establish the best way to reach target groups
• Represent the organization at events
• Write, edit and proofread marketing material for use in different channels
• Oversee and update the website
• Coordinate with outside agencies, for example, designers, to produce marketing material such as stationery
and web pages
• Line manage a marketing assistant or coordinator
• Analyze the impact of marketing campaigns and prepare measurement reports
• Write press releases and communicate with the media
• Write and produce a regular newsletter
• Maintain and develop the organization’s database
• Aim to maximize the number of customers and visitors

Qualifications

• BS Degree in Marketing, Business Studies, Administration, Management, Mass Communications or equivalent


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• Required skill(s): digital marketing, online advertising, e-commerce applications and e-commerce distribution
• At least 2 year(s) of working experience in the related field is required for this position
• Preferably 1-4 years experienced employee specializing in Marketing/Business Development or equivalent.

Content Writer Monthly Salary: 20,142.33

Responsibilities

• Regularly produce various content types relevant to our products for multiple platforms
• Ability to write informative, persuasive, interactive content that creates “want, urgency and needs” for
customers to buy
• Quickly understand the fundamentals of the business, brand, services and products to turn them into valuable
web content
• Actively manage and promote products and pitch articles to relevant third-party platforms
• Research industry-related topics and create content that is innovative and original
• Ability to create strong headlines and make a brand stand out
• Conduct simple keyword research and use SEO guidelines to increase web traffic

Qualifications

• BS in Journalism, English and/or related field


• 3+ years proven experience in research, communications, digital marketing, public relations, editing and
publishing
• Has experience in creative and business/technical writing: blog posts, corporate profiles, feature articles, press
releases, websites, and social media updates
• Preferably with a portfolio of published articles or compilation of sample write-ups
• Excellent verbal and written English communication skills
• Great research, organizational and learning skills

The salary provided here is based on payscale.com given their experience, skills and the demand for such skill sets.

6. Suppliers

The postings of CPD activities will be provided by the accredited CPD providers. The availability of these activities
will depend solely on the providers’ postings. The company will double its effort in encouraging these accredited
providers to register and use the app to advertise and promote their offerings. The company also aims to have at
least 5 new registered accredited providers monthly or a total of 60 providers annually. To be able to meet this
target, one of its goals is to tie up and partner with the Professional Regulations Commission and its Regulatory
Boards.

7. Credit policies

The company doesn’t support credit policies at this stage.

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VI. Startup Expenses & Capitalization
1. Start-Up Expenses

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VII. Financial Plan
1. Cash flow projection

The summary of the cash flow projection on the 1st fiscal year is shown on the table below. It shows the
amount of money at the start, the total money that was received through cash sales and the expenses that
must be paid out. At the end of the 1st fiscal year, the company has still P 43,500,796.13 to start with for
the 2nd fiscal year. Details of the monthly cash flow, as well as the cash flow projection for three years,
can be found on the next pages.

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YEAR 1
YEAR 2

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YEAR 3

51
52
YEAR 2

53
YEAR 3

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VIII. Appendices
APPENDIX A: Partnership Forms

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General Partnership

ARTICLES OF PARTNERSHIP

OF

_________________________________________________________
(Partnership Name)

KNOW ALL MEN BY THESE PRESENTS:

That we, the undersigned partners, all of legal age, residents and citizens of the
The Philippines, have on this day voluntarily associated ourselves together for the purpose of forming a
general partnership under the following terms and conditions and subject to existing and applicable laws
of the Republic of the Philippines:

AND WE HEREBY CERTIFY:

ARTICLE I. Partnership Name: That the name of this partnership shall be

and shall transact business under the said company name.

ARTICLE II. Business Purpose: That the purpose/s for which this partnership is formed is/are:

ARTICLE III. Principal Place of Business: That the principal place of business of this partnership
shall be located at :

….
(complete address)

ARTICLE IV. Term of Existence: That this partnership shall have a term of _________ years
from and after the original recording of its Articles of Partnership by the Securities and Exchange
Commission.

Articles of Partnership

ARTICLE V. Partners’ Circumstances: That the names, nationalities and complete residence
addresses of the partners are as follows:

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Name Nationality Complete Residence Address

ARTICLE VI. Capital Contributions: That the capital of this Partnership shall be the amount of
____________ (P_________), Philippine Currency, contributed in cash by the partners, as follows:

Name Amount Contributed

That no transfer of interest which will reduce the ownership of Filipino citizens to less than the
required percentage of capital as provided by existing laws shall be allowed or permitted to be recorded in
the proper books of the partnership.
ARTICLE VII. Sharing Ratios: That the profits and losses of this partnership shall be divided
and distributed proportionately on the ratio of the capital contribution of each partner.

ARTICLE IX. Management: That this partnership shall be under __________, as General
Manager, who shall be in charge of the management of the affairs of the company. He shall have the
power to use the partnership name and in otherwise performing such acts as are necessary and expedient
in the management of the firm and to carry out its lawful purposes.

ARTICLE X. Undertaking to Change Name: That the partners undertake to change the name
of this partnership, as herein provided or as amended thereafter, immediately upon receipt of notice or
directive from the Securities and Exchange Commission that another corporation, partnership or person
has acquired a prior right to the use of that name or that the name has been declared as misleading,
deceptive, confusingly similar to a registered name, or contrary to public morals, good customs or public
policy.

Articles of Partnership

IN WITNESS WHEREOF, we have hereunto affixed our signatures this ____ day of ______,
20___, at ________.

______________________ _______________________
(name of partner) (name of partner)
TIN TIN
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______________________ _______________________
(name of partner) (name of partner)
TIN TIN

(Names and Signatures of the partners and TIN)

ACKNOWLEDGEMENT

REPUBLIC OF THE PHILIPPINES)


____________________________) S.S.

BEFORE ME, a Notary Public, for and in _________________, this ____day of _________,
20___, personally appeared the following persons:

Name TIN/ID/Passport No. Date & Place Issued

known to me and to be known to be the same persons who executed the foregoing Articles of Partnership
constituting of _____pages, including this page where the acknowledgement is written, and they
acknowledged to me that the same is their free and voluntary act and deed.

WITNESS MY HAND AND SEAL on the date and place above written.

NOTARY PUBLIC
Doc. No. ______;
Page No. ______;
Book No. ______;
series of 20 ______.

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60
APPENDIX B: Business Startup Costs

61
62
63
64
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APPENDIX C: Work Breakdown Structure

66
67
APPENDIX D: PRC National Passing Percentage

68
69
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APPENDIX E: Total Number of License Renewals Per Year

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Recommendations

Panel Member Recommendations Revisions made


Ms. Maria Rita Be more granular on the Target Market p. 31
Theresa Nicole L. target market, i.e. focus on
Paterno the existing professionals who
are unable to renew their
licenses. Limit it to certain
professions.
Rather than doing a B2C, do a Pricing Strategy (Pricing
B2B and work closely with Model)
professional p. 28
organizations/associations.
Use white labelling as a
revenue model, no more
Freemium.
Benefits should be equated to p. 9
VALUE, not features.
Mr. Edison Diaz Understand better how the p. 28 (SWOT Analysis
professional organization Worksheet, last row.)
manage their members as
they play vital role for your
target market.
Elaborate more on the value p.9
of the tool
Mr. Benjamin Tan Focus on market – new/PRC Target Market p. 31
licenses or renewals?
Can she partner with p. 28 (SWOT Analysis
associations to lessen Worksheet, last row.)
marketing effort and
increase/improve access to
market?
Improve data acquired from p.39 and Appendix E
PRC to find out number of
renewing licenses
Ms. Rhea Valbuena Revise the paper by
correction grammatical
errors and sentence
constructions to provide a
professionally written
business plan.
Improve the problem p. 8
statement to make it specific
to highlight exactly your pain
point you want to solve.
Revise the Product and p. 9
Service description
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worksheet, highlighting the
value/benefits rather than
mere features that meets
problem statement in item#2.
Improve the figures (eg. p.12
Figure 3, page 12) to include
complete data/sentences to
be able to convey proper
messages/insights.
Separate the development Appendices
cost from operational costs B. Business Start-up
Costs pp.63-64

Other Recommendations:

1. Marketing strategy is weak. How many of the professionals you are targeting is online? From the ones you
surveyed, can you break down how many have Facebook, Instagram, Twitter, YouTube and Google? Are
Instagram, Twitter, YouTube and Google effective? Are these the right instruments to employ? What does
your pipeline look like?
2. I truly have reservations about the Google Ads and Facebook Ads. Again, unless you have established
traction (this could be a good number of customers and word of mouth based on CPD2Go's reputation),
then we could employ the online advertising schemes. Offline marketing: what do you need a pitch video
for? Shall this be part of your presentation with PRC, professional organizations and CPD content/ training
providers? Remember that each of them is a different audience and you will need a different video for each
because you will have different purposes or goals for each. The video is a BONUS I think. You can do with
or without. For as long as you have different PowerPoint presentations for different audiences, you will be
able to do your business development well. What other ways can you do offline marketing? In the visit to
accreditors, what is your target number of accreditors per month? How many accreditors do you intend
to close deals or sales with per month? I would also pose or apply the same question for the professional
boards/ organizations. What is the role of the Web Developer? Is it for marketing purposes only? Since you
are just starting or about to launch, I would rather you keep your manpower costs low. Just have one
person to help with marketing. Actually, not just only marketing: get a BUSINESS DEVELOPMENT person.
The responsibilities are broader and more valuable. Business development encompasses: lead generation of
clients or developing the pipeline of clients; meeting with clients; negotiating; closing sales; and ensuring that
there are repeat customers. In the same breadth, just have one content writer.
3. The sales forecast has to be reworked on several scenarios and estimates: conservative, realistic and
optimistic. Again, you have to revisit your target market as some professions, as mentioned in an earlier
comment, won't really need or avail of CPD2GO, and your revenue model.
4. You describe the section here as "covering the daily operations of the business." I only see the technical
side of your venture, which is only focused on the product itself. How about BUSINESS DEVELOPMENT?
Much of operations is dependent on the BUSINESS DEVELOPMENT or else, you won't have anything to
cover your expenses or monthly burn rates. And you just cannot depend only the investors' money for this.
You need to keep your sales moving.
5. Personnel:
a. Settle first who is CEO and COO between you and Juwelene. If none of you are up for it, you
might have to look for people to fill those roles especially in high-decision making and strategy.
b. Perhaps one of you could be the CTO instead and the other, the Lead Project Manager.
c. You need a C-level person to handle business development. Not just a mere business analyst. Plus,
a business analyst should come in at a later stage.
d. Your team is heavily slanted towards IT and tech, when the business needs more business people.

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