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Mission

-Sencilla Vida aims to provide affordable and quality service experience we can provide to our customers
who are looking for a value satisfaction and uplifting in simple rent to own home.

-to build an affordable, resilient and suitable home for every aspiring young Filipino professionals.

Vision

-We envision Sencilla Vida to improve every Filipinos life seeking for a secured and affordable home for
all.

-a globally known sustainable property developer

Goal

-To get 50% of market share in property development for rent to own home for all by 2020.

-To penetrate international market by 2024

Objectives

-To be the largest property developer in the country that offers rent to own condominium for working
professionals who wanted to have their own home.

-To build flexible spaces fit for agile millennials.

Industry Analysis

The Philippine real estate industry is forecast to maintain its growth and remain resilient in 2019. This is
based on research and data gathered by industry leader JLL which reported an upward trend in the
office, residential, retail, and hospitality sectors of the Philippine property market in 2018.

HIGHLIGHTS OF 2018

Residential

Residential condominium supply grew in 2018 with approximately 35,000 units added to the total
existing stock. Overall, total cumulative stock last year reached 338,000 units with majority of the stock
located in Quezon City followed by Makati City and Taguig City.

Strong demand was observed for newly completed residential units and pipeline of projects from the
upper-mid to luxury segments in Makati and Bonifacio Global City (BGC).

The leasing market in Makati Central Business District (CBD) and BGC was mainly driven by the influx of
expatriate employees from BPO and online gaming firms while the sales market was fueled by the
demand from local and foreign high net worth individuals.

In terms of rents, Bay Area, which covers Pasay and Paranaque City, exhibited strong rental growth
owing to the housing requirements of China-based online gaming firms. Meanwhile, Makati City and
Taguig City continued to command the highest rates at Php1,800 and Php1,900 per square meter per
month, respectively, due to the stable leasing and sale demand for residential units in the business hubs
of Makati CBD and BGC.

Bangko Sentral ng Pilipinas’ latest residential real estate price in the third quarter of 2018 showed an
increase in residential condominium prices in Metro Manila, up 6.4% year-on-year, suggesting stable
demand.

OUTLOOK FOR 2019

The residential sector is predicted to thrive in 2019 due to the strong demand for upper-mid to luxury
segments with developments’ pre-sold units ranging from 80% to 100%. The residential leasing market
in Makati and BGC is also expected to benefit from the spillover effect of healthy demand for office
spaces from BPO and online gaming firms.

2019 will be a year that further showcases the emergence of new trends and opportunities in the
Philippine real estate industry. The cultural shift led by the millennial generation to a community-
based lifestyle will drive the popularity of co-working and co-living in the Philippines. The increasing
demand for co-working spaces will encourage more foreign flexible space operators to increase their
presence in 2019.

Flexible space operators like WeWork and IWG have extended their footprint in the country and are
expected to expand in 2019. More local providers of co-working and co-living spaces are also expected
to emerge, typically operating in fringe areas. The lower capital costs these types of assets require will
spark investor interest.

(READ: The outlook of the Philippine real estate industry in 2019) - INQUIRER.net

Competitive Analysis

-Threat, Opportunities, Weaknesses, and Strength


Demand Analysis

-In 2020, it is estimated that at least half of the global workforce will come from the millennial
generation, those who are now in their 20s and 30s.

In the Philippines, Filipino millennials make up 1/3 of the country's total population. This means that
they are occupying a significant part of the workforce already, as well as shaping the direction of the
economy.

They’re the ones marketers try to entice and persuade. Their enormous influence on the country's
politics is undeniable. They're the ones companies want to hire (if they haven’t started their own). Now,
they are the decision-makers. They are the game-changers.
According to the October 2015 Labor Force Survey, there were over 42 million Filipinos aged 15 years
and above who were part of the labor force, 47.1% of which were Filipino millennials aged 15-34. This is
out of the more than 66 million Filipinos who are in the legal working age.
Out of the more than 39 million employed Filipinos in 2015, about 45.1% were millennials aged 15-34.
The largest group of employed persons, according to the survey, belonged to 25 to 34 age group,
comprising 26.7%.

The survey also said that 1 in 4 employed persons were Filipino millennials who belonged to the 25 to 34
age group.

There were more male employed Filipinos than females.


While relatively smaller compared to the employed ones, about 80% of the unemployed in 2015 were
Filipino millennials aged 15 to 34. The 15 to 24 age group comprise almost half of it.

There are also more male unemployed Filipinos than females.


In 2015, there were over 2.4 million OFWs, according to the Philippine Statistics Authority. Of this,
55.8% are Filipino millennials aged 15-34, this time, with more females than males. The age bracket with
the highest percentage of Filipino millennials working abroad is 25-29.

A study conducted by Far Eastern University (FEU) alongside 8 other universities in 2015, found that
most millennials prefer to work abroad “mainly because of the high pay.”
Here is the breakdown:

Meanwhile, in Metro Manila, the following age brackets don’t differ much in values:

 25 - 29
 30 - 34
 35 - 39

Millennials in the workplace

Studies say that millennials want everything fast, and they are driven by instant gratification.

According to Deloitte’s 2016 Millennial Survey which included participants from the Philippines,
millennials don’t mind job-hopping. The average is that 6 out of 10 will leave their current job in the next
four years.

While some say they are achievers, some also describe them as “overly self-confident and self-
absorbed." In the workplace, they are sought after because of their creativity, but they are also
perceived as highly entitled, hungry for constant praise and coaching, and unwilling to do the hard work.

But despite all the negative connotations, their fresh and innovative ideas, without a doubt, can bring
something to the table. In fact, a recent global survey by the World Economic Forum found that most
millennials see the world as full of opportunities, and they trust themselves most to solve local
challenges.

This is why it is important that employers understand where millennials are coming from – look at their
context: what kind of world they grew in, what values they prioritize. All that's needed are the right mix
of guidance, mentorship, and open-mindedness from their superiors. (READ: Millennials in the
workplace: How to get the best out of them) – Rappler.com

Demographics and Psychographics Analysis

Socio – Economic Class: Medium High, Medium Mid, and Medium Low

Age: 25 – 34 years old

Race: Asian

Employment Status: Employed (10,413,000)

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