MANILA, Philippines -- Controversial businessman and philanthropist Mark "MJ" Jimenez announced his candidacy for president on Monday and offered himself as an alternative to what he described as "traditional" and "inexperienced" politicians in the coming 2010 elections.

In a press conference in his residence in Makati City, Jimenez, founder of the Hulog ng Langit (Heaven-Sent) Foundation, said he would run on a platform of human rights, poverty alleviation and good governance. He is set to file his certificate of candidacy (CoC) on Tuesday, the deadline for the filing of the CoCs.

He said his candidacy for president was not a last-minute decision, but was made while he was serving his sentence for illegal campaign contributions while inside a US jail in 2003.

"There's always a time for everything. That's why you call it a calling. And I think this is the time. Walang huli habang buhay ka pa (There’s no such thing as ‘too late’ for as long as you are alive)," he said in explaining his decision to run.

Jimenez is known to have brokered many deals from the time of President Joseph Estrada’s administration. The last time he got in the news was due to a messy breakup with a long-time partner.