The CEO Magazine Asia — January 2018

theceomagazine.com | 65

Alpha

Anna

With a laser-like focus on developing properties

catering to the top end of town, Alphaland more

than lives up to its ‘Unique!’ motto.

WORDS ADRIAN FLORES • IMAGES JASPER SALCEDA

M

any property development firms in the Philippines

cater to the mass market. Why wouldn’t they? In a

population of 103 million, such projects can achieve

big returns on investment and don’t require as much

work or thought to complete compared with the

more bespoke projects. They also don’t require much

in the way of imagination or creativity. “It’s low-hanging fruit,” says Anna

Bettina Ongpin, Vice-Chairman and President of property development firm

Alphaland. “The market many firms aim for is a much bigger one than what

we go for,” she states.

Alphaland’s motto is ‘Unique!’ – and Anna acknowledges Alphaland will

never be all things to all people, nor does it intend to be, structuring its

business to serve the top end of the property development space exclusively

• an area she says is severely underserved in the Philippines. »

Interview | INSPIRE