Draft

Health Kit Merchandise

May, 2014

Business Plan Copy Number 1

This document is confidential. It is not for re-distribution .

Prepared by:
Sikap Buhay Entrepreneurship and Cooperative Office
Quezon City

Table of Contents
Executive Summary 1-1
Vision and Mission 2-1
Company Overview 3-1
Legal Business Description 3-2
Strategic Relationships and Networks 3-3
The Product 4-1
Current Product 4-2
Product Development 4-3
Production and Delivery 4-4
The Market 5-1
Market Definition 5-2
Customer Profile 5-3
Marketing Plan 5-4
Sales Strategy 5-5
Distribution Channels 5-6
Advertising, Promotion, PR 5-7
Competition 6-1
Risk/Opportunity 7-1
Management Team 8-1
Financial Plan 9-1
Assumptions 9-2
Financial Statements 9-3
Conclusion 9-4
Exhibits 10-1

Executive Summary

Vision and Mission

Our Vision is to become a One-Stop Shop Emergency Health Kit
provider where you can access all types of emergency health kit
products and services, which will cater to the needs of different
sectors, industries and interest groups.

Our company's mission is to contribute in understanding risk and

vulnerability, by way of arming stakeholders to be better equipped on
the invaluable knowledge, skills and information, that will enhance
resiliency against natural and man made hazards that will mitigate
disasters when they strike, and thus, save more lives.

Company
Mednurs Health Kit Merchandise ( Mednurs ) was founded in 2011 as a
provider of emergency health kit. It is registered as Single
Proprietorship, located at 141-E Road 20 Project 8, Bahay Toro, Quezon
City.

Business
We make emergency health kit products that are designed to help
lessen the unexpected number of injuries before an Emergency
Medical Service rescuer arrives.

Our company is at the start-up stage of business, first for having just
developed the final form of our product, as a result of intensive series
of consultations with different product developers. We also have just
recently on-board our first Marketing personnel and after years of
doing several ventures, committed the Owner of Mednurs to focus
fulltime on the operational aspect of the business.

In the most recent period of three years (?), our company achieved
sales of ___________, and showed a [profit, loss, break-even]. With the
financing contemplated herein, our company expected to achieve
__________ in sales and __________ in pre-tax profits in 20__ and achieve
__________ in sales and __________ in pre-tax profits in 20__.

We can achieve this through a) marketing for our new product, b) build
or expand facilities to meet increased demand, c) add retail locations
or others means of distribution, d) increase research and development
for new products or to improve existing ones.

The Product
Mednurs Health Kit Merchandise produces the following products; first
the Comprehensive First Aid Kit for Industrial use; secondly the Medium
First Aid Kit for home usage; and lastly the Small First Aid Kit for
personal use.
The add-on with this commercial product’s selling objective is an
advocacy to enlighten not only the customers but also the interested
stakeholders on one of the major aspects of disaster risk management
and mitigation or prevention of natural hazards impact on mortality
within the communities, industry and home. The Mednurs way is to
provide Free Lecture Demonstration on First Aid and Basic Life Support
(CPR) to be conducted by an in-house Instructor certified by American
Safety and Health Institute (ASHI) and American Heart Association
(AHA).

Presently, our Mednurs Health Kit is in the introductory to high-

potentially growing stage from its inception in the market. We plan to
offer this product with customizations to our line which included not
only the variations of the contents of the Kit, but also the strapping and
additional designs based on the needed functionality and specificities
of the target user.

Critical factors in the production of our product are labor and quality of
other main production inputs. Our product is unique because it is
designed with full consideration as to functionality, practicability and
right combination of contents which comprises the product design
aspect. It is also one of a kind with its innate advocacy in promoting
resiliency against natural hazards by way of enlightening stakeholders
and users on life-saving actions and steps in times of emergency
situations. We also adhere on the comparative advantage in the
marketplace by registering trademarks and patents for the company
and products.

The Market
We define our market as the manufacture and sale of emergency
health kit products. Based on UNICEF’s report in 2011, out of 98 million
population 48 million are vulnerable to conflict or natural disaster and
170,000 families are typically displaced annually due to disasters. They
have identified Basic Health Kits as a priority needs among other
essential commodities that needed to be procured and pre-positioned
in emergency affected areas, according to the agency’s Vulnerability
Assessment Committee. In recent population estimate of 100 million,
49% of this that is identified as vulnerable to conflict or natural
disaster in 2011, will make the market valued P18.3B worth ( set at the
standard family of 5 with the average cost of emergency kit peg at
P1,833 ).

Potential customers ranges from individuals, homes, offices,

establishments, transport groups ( maritime, aviation etch. ). We can
reach them thru referrals, online and offline social networks, and
maximization of various forms of information materials and marketing
bazaars or shows. As of present time, the primary sources of the
products are the company’s marketing and sales channel. But in the
near future other forms of distribution network will be structured to
facilitate more sales opportunities. We will also distribute product
brochures and promote thru our media networks to jumpstart our
education-mindset orientation combining our selling lines with our
advocacy on risk identification and hazard-prevention and mitigation
among audience and potential markets. Our focus discussion among
the customers will be in the free lecture and demonstration on Basic
First Aid and Basic Life Support (CPR) as one of the primary form for a
more in-depth education about the context of our product. Surely the
quality impact of these efforts will make the people care because it’s
for saving life. The skills and knowledge on this of an individual in each
family or home, offices, or groups, most especially in the hazard prone
areas and with the threat of yearly natural disaster in our country, will
spell the life or death in an emergency situation.

Competition
We have no direct competition, but there are existing types resembling
our product in the marketplace. Mednurs Health Kit is unique because
of the innovative product concepts of comprehensively organizing its
sections, features and content. We consider to also having a
competitive advantage gained thru Mednurs’s free lecture and
demonstration add-ons that are most especially valuable in cases
where no medical practitioners are on-site to apply needed instant
care.

Risk/Opportunity
The greatest risks we have in our business today are pricing risk. Our
First Aid Kit is not just priced per item. The whole concept of it being
organized in one kit as practical and user-friendly as possible is the
overall consideration of its valuation. Product duplication is also
identified as one of the risks. We feel we can overcome these risks thru
penetrating information that highlight not just the content of the kit, or
the physical form of the kit, but focuses on the whole concept of it’s
functionality as the breaking point in pricing and selling the First Aid
Kit. Main product inclusions such as Free Basic First Aid Kit and Basic
Life Support ( CPR ) for group buyers, is another aspect of overcoming
risk that differentiates our product to other existing similar types. We
are also in the steps to process the registration of our trademark and
our product patent as part of the preventive actions to protect our
designs and minimize the risk.

The opportunities before us are significant; we have the opportunity to

dominate a niche in this specific type of market, as there no existing
type of product offering that sells the same product concepts and
category in the market. Thru marketing strategies of reaching out to as
many individuals, offices, or potential customers in different market
segments, we can maximize this market niche given the existing
variance of opportunities not to mention the enabling environment that
compels the needs for every home & industries as required by the
Occupational Safety and Health Administration. This is a mandatory
rule and standards set to be enforced to eliminate or reduced
occupational safety hazards in the workplace.

Management Team
Our team has the following members to achieve our plan.

Registered Nurse with Certificate to conduct Basic Life Support –

First
Aid
EMT (meaning?) registered
Marketing and Sales staff with 5 years experience
Product Development staff with __ years experience
Owner with 33 years as Middle Manager in Nursing Program

Financial Plan
At this point the investor and other interested reader of the plan must
have a clear idea of where your business stands today. If you bore him
or make the information he needs hard to find, you get canned. You
must provide a snapshot, however sparse, of your financial position.

Sales Summary

Last Year This Year Next Year Year Two

Sales:
Gross profit:
Pre-tax:

Balance Sheet Summary

Assets:
Liabilities:
Book Value: