1.

0 Executive Summary
ATE NENE is a stall that offers a unique kind of Torun. It gives a different kind of dining
without spending so much. The combination of our product is biko and Pie food gives a unique
kind of taste to the people in Dumaguete City.
The business is organized as a sole proprietorship where the management is headed by
the owner himself Mrs. Jeanette Antiquina, who will act as the manager at the same time, invest
25000 as initial capital.
In the stall the kitchen staff together with the customer service staff will coordinate as one
for the contentment and convenience of the customers. The stall also aims to provide effective
and efficient service to the customers giving them a more tasty food.
The market consists of students, which come from Negros Oriental State University.
Having competitors is somehow good for ATE NENE in order for it to excel in its field. The
stall operates from 7:00am-5:00pm as what the respondents have chosen.
1.1 Objectives:
Short Term Objectives:
a. To be able the standards of a stall by providing a snacks specifically Filipino snacks
and able to satisfy the taste of customer by serving quality snacks at affordable price.
b. To be able to gain of all the members.
c. To be able to mark a name in the food industry.
Long Term objectives:
a. To be able to have branches and serve quality snacks to the customer.
b. To become one of the leaders in the food industry around the world.
c. To be able to develop a wider range of products when the market becomes larger.
1.2 Mission
To be able to serve quality snacks at affordable prices and provide jobs

. 1.3 Keys to success

To succeed in this business we must:

Create a unique, innovative, entertaining menu that will differentiate us from the rest of
the competition.

Control costs at all times, in all areas and implement a conservative approach to growth
policy. Although, we provide more than enough fund to open more than one outlet, we
want to be on the safe side of the business.

Sell the products that are of the highest quality, as well as keeping the customers happy
with all of our product categories from food to store merchandising.

Provide 100% satisfaction to our customers and maintaining the level of excellent
services among other competitors.

Encourage the two most important values in fast food business: brand and image, as these
two ingredients is a couple of main drivers in marketing communications.

Get access to high-traffic shopping malls near the target market.

Promote good values of company culture and business philosophy.

Employ strict financial controls. This is extremely important in a retail food

establishment.

Offer the highest-quality lunch time fare.

2.0 Start-up Summary

After spending several months searching for a convenient location, the owner decided to
lease a commercial space in NORSU. The start-up capital will be used for legal expenses,
kitchen inventory and equipments, packing and other materials, insurance, rent,
promotion and business sign, and inventory on hand at start-up, as shown in the table
below.

Table: Start-Up
Start-Up Expenses:
Business Permit

1666.66

Equipments

5319.00

Land Lease

2500.00

Labor

12000.00

Ingredients

1284.00

Others

2230.34

Total Start-up Expences

25000.00

3.0 Company Summary

ATE NENE stall is unique to Dumaguete City. This concept offers customers
variety, and unique Filipino snacks within a single establishment. The menu will broaden
our appeal to the costumers and provide our customers with a different experience on
each visit.

ATE NENE is focused on servicing Negros Oriental State University growing demand for
an ethnic eating experience. For lack of a better term we are launching an ethnic snack - a
stall concept that responds to NORSU students need for selection and choice .ATE NENE
is a complimentary mingling of Filipino snack that every costumer will surely love and
enjoy it.
Our management team has knowledge in hospitality management combined
experience in food, restaurant and hotel, business management, finance, and marketing
arenas.

4.0 Marketing Analysis Summary

The Students in Negros Oriental State University is the primary market of the business
because a number of these students are not Dumaguete City. They would always look for places
to eat and would also have the purchasing power to eat. Even if they are also from Dumaguete
City they would also find time to go to some places during vacant time.
The secondary target market is the teachers and other employees in the school that dont
have the time to go to their homes to eat while working.

5.0 Marketing Strategy

ATE NENE will employ a two ways of marketing strategy in an attempt to reach potential
customers within the two market segments. To reach the students, ATE NENE must use
resources that are successful in reaching the students. Recognizing that the students spend the
majority of their time on campus, ATE NENE will rely on print advertisements and coupons

within the student publications. The print advertisements will serve to draw notice to ATE
NENE, increasing the student's awareness about this news tall alternative. ATE NENE will
emphasize its product as a tasty, healthy alternative to the campus snack plan as well as other
local food vendors. ATE NENE will also use coupons as a way drawing in students. Coupons are
quite effective for students; most of them are on a fixed budget and jump at the chance to save
money.

6.0 Strategy and Implementation Summary

ATE NENE business strategy will be to emphasize its healthy, custom food alternatives.
Most of the competitors cannot compete with ATE NENE biko- Pie. Most places use a lot of
fried foods, compromising the nutritional value of their food. Additionally, no one offers the
same flexibility or ability to customize the product offerings. This competitive edge will also be
stressed in the marketing campaign.
As mentioned earlier, ATE NENE marketing strategy will be distinct for each of the two
market segments that it is seeking to attract. The sales effort will be based on obtaining 100%
satisfaction. ATE NENE will work hard to ensure that every customer has a wonderful
experience at ATE NENE. Almost anything will be done to ensure any problems that arise are
corrected.

Jeanette Antiquina R.
Business plan

7:00-8:30/tth