Singing Sweets Haus

CHAPTER I
COMPANY PROFILE
A. Description
Singing Sweets Haus is a start-up specialty bakery dedicated in bringing
unforgettable sweet moments to customers who want to make dessert a unique
experience. It will provide customers with a vast array of high quality baked
goods and unique products that will change the customers perception of regular
cakes and cupcakes. The products will have the taste, quality, and artistic
designs that will provide customers with delectable products.
Singing Sweets Haus is registered as a general partnership with six (6)
partners who will be jointly and severally liable for the debts of the company with
their entire property. The total capitalization of the business is P 1,500,000, which
will be shared by the six (6) partners, all of whom will contribute, P250, 000 each.
This amount will cover the funding of operating expenses as well as the
purchasing of all the necessary materials and equipment to start the business.
Singing Sweets Haus will specialize in creating and designing singing
cakes and cupcakes for various life events as well as everyday craving of
customers. The owners of the business will establish connections with many
suppliers whose services can be utilized to sustain the need of high-quality
ingredients. The prices will be affordable. Thus, customers may be able to save
the cost of buying the products. In addition, the companys products and services
will give customers an unforgettable experience. The location of the business will
be accessible and convenient to the customers.

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B. Company Name
The company was named as Singing Sweets Haus. The phrase Singing
Sweets corresponds to sweetness of cakes and cupcakes the people used to
love having when they are celebrating an occasion or coming up with surprises.
These cakes and cupcakes are placed inside a box containing an e-greeting.
Like the ones celebrants used to hear in an e-card, e-greeting usually sings to us
in the special moments (Birthdays, Graduation and etc. ) or speaks to us with
affection (Thank You, Sorry, I love You and etc.). Attached to the phrase Singing
Sweets is the word Haus which is deeply associated to the word home. The
company chose the word Haus instead of the usual spelling of House,
because they believe that constructing the word creatively would contribute to the
companys marketing style that can attract more customers. Moreover, the
company wants to make people feel that once they choose its products and
services, they would feel special through personalized and homemade-like cakes
and cupcakes. As people would say, There is no place like home.

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C. Company Logo

Figure 1: Company Logo of Singing Sweets Haus

Figure 1 is the logo of Singing Sweets Haus. The logo of the company is
the collaboration of a swan, a heart, a cupcake, a note, rays, and the word
haus. All of this are explained below:
Cupcake: This is the main product of the company. In this logo it
represents as a crown, which symbolize as influence and power. This cupcake of
the company will become the best cupcake ever had in the world of business.
This is the cupcake of dominance over the other.
Two Goose: The two gooses represent us, the persons who believe in
love. The two gooses represent mutuality. They are sharing their feelings,
thought and love, which is the main purpose of the company, is to share its
blessings and goodness.
Heart shape: The two gooses forming a heart shape represent the love
that the company shares. The company doesnt only focus on increasing profit
but giving importance in sharing their love to the costumer. The company wants
to spread love to the people, and let them share it to the others.

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Pink rays: This represents as a pathway. This means that the company
wants to spread more and share more their blessings to the others. The
company is expecting that this company will last longer and would be the best
cupcake company in the business world. This company would be prosperous in
some way.
Note: The note represents the uniqueness of the company. This is the
only company that manufactures and sells cupcakes which sings and talks.
Music is loved by many people so is our company.
Goose-forming double S: This represents the company name initials,
which starts with the letter s.
Haus: This represents also the company name, Singing Sweets Haus.
This haus represents Home. The owners of the business consider the company
as a home because this company believes that love starts at home. By sharing
our love to them they could feel that they are important to the society.

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D. Tagline

Figure 2: Tagline of Singing Sweets Haus

The tagline of the company tells about the main product of Singing
Sweets Haus. It is connected to the companys name, because it tells about the
product that the company offers. The company assures that they make every
message sweet as a cupcake and they always bake fresh and delicious cupcake
for the customers.
E. Vision
Singing Sweets Haus is envisioned to be the premiere destination for
Cupcakes in the Philippines. We will strive for that by going that extra mile and
making people smile with the goody sweetness of Singing Sweets Haus through
constant improvement, and strict adherence to the highest standards of quality.
In the future, we intend to sustain our modern edge to be as customer-friendly as
possible and to provide the finest quality of taste to each product as the customer
envisioned to exceed their expectations regardless of what they can, and cannot
eat.

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F. Mission
The mission is to provide a vast array of high quality baked goods in a
modern and creative way. Each customer that purchases one of our specialty
products contributes to the overall success of Singing Sweets Haus. In order to
achieve this, the company will undertake the following:
To provide unique products that will change our customers perception
of regular cakes and cupcakes. We love what we do; therefore, we work
each sweet cupcake in its unique and yummiest way that will surely
make customers have an unforgettable experience that will keep them
coming back for more;
To provide appreciation to customers for the opportunity to serve them
and provide happiness and joy through the art of food by giving them
the cupcakes that they deserve.

G. Core Values

S. W. E. E. T. S.
Figure 3: Core Values of Singing Sweets Haus

atisfying customers

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Singing Sweets Haus aligns pricing with the perceived value of the
customers, provides products based on consumers wants and ensures
that customers will be happy with the product or service received.

orking with passion

Singing Sweets Haus staff individually works with passion. Tapping into
the power of passion in accomplishing what you want with yourself and
with your company, this energizes a group of people into greatness.

stablishing relationship
Building relationships both with co-workers and customers enable a longtime commitment in work and in the target market. Singing Sweets Haus
would provide good relationship to customers by providing them a
hundred percent of staffs skills.

levating authenticity
A pastry shop that is generating new idea for making creative products
for special occasions, uniqueness is what Singing Sweets Haus could
offer. It will provide customers a sweet taste that will open customers
sweet side.

ransforming imaginations into creations

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Singing Sweets Haus wants its customers to know that with the shop,
imaginations can turn into creations.

howcasing delicious food with creative thoughts

Singing Sweets Haus bakes cakes with best ingredients and presents it
in a creative way suitable in every occasion.

H. Organizational Chart

Venizze Angela M. Pablo

President

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Singing Sweets Haus

Natasha Kim V. Conlu

Head of Operation
Management

Settie B. Derogongan
Head of Marketing
Management

Jenis C. Vilanueva
Head of Financial
Management

Joshua B. Enolva
Head of Maintenance
Management

Angelika B. Zafra
Head of Human
Resource Management

Figure 4: Organizational Chart of Singing Sweets Haus

Figure 4 shows the organizational chart of the business starting with the
president of the company, Miss Venizze, who will be responsible with all the
activities as well as the decision-making. On the other hand, there are five
managers who will work closely related with each other, namely, Natasha as the
operation manager, Miss Jenis as the financial manager, Miss Settie as the
marketing manager, Miss Angelika as the human resource manager, and Mr.
Joshua as the maintenance manager.

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Singing Sweets Haus

CHAPTER II
PRODUCTS AND SERVICES
A. Description
The proposed products of the Singing Sweets Haus are the singing cakes
and cupcakes. These cakes and cupcakes are placed inside the companys
signature box containing an electronic greeting. This e-greeting contains the
personalized message for the customers recipient. Moreover, it is designed for
the customers to have the perfect present ready for their loved ones. It also
offers the sweetest panache of greeting their loved ones in the memorable dates

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Singing Sweets Haus

of their lives. Singing Sweets Haus products aid in providing the customers the
perfect gift for their loved ones, which the recipient could store and treasure for a
long time.

In addition, the company began to establish a strong and good

relation contracts with its suppliers, to provide the best and sizable cost savings
for its customers.
B. Kinds of Products
The company will offer the following products:
Cakes: This will include chiffon, cheesecake and ice cream types of
cake. From the regular chocolate chiffon flavored cake, customers can
choose from the special cheesecake flavored such as mango, blueberry
and Oreo and also the signature rainbow, M&Ms, Kitkat, and Oreo
flavored cake. The choices from the type of cake and flavor depends on
the customers own preferences.
Cupcakes: This will include the Singing Sweets Haus regular
flavors; such as the red velvet, vanilla, mint, carrot cupcake and chocolate
(milk, white or dark). The specialty cheesecakes includes blueberry, Oreo,
cookies and cream, Smores and M&Ms and the companys signature
cupcake is the artisan rainbow ice cream cake. The customers may add
toppings if desired, including letter candies, sprinkles, chocolate chips,
chocolates which is available in the store.
Beverages: The customers could dine-in and purchase cake or
cupcakes to be eaten in the store. Thus, beverages are made available

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including Singing Sweets Haus house blend milkshakes, fruit shakes, iced
tea and water.
Electronic Greeting/E-greeting: The customers take out could
have an e-greeting or not. There are readily available e-greetings for
Birthdays, Anniversaries and in-coming popular holidays like Halloween,
Christmas, New Year, and etc. Moreover, sweet greetings like I love you,
Congratulations and many others are also available. The companys
signature RYG or record your own greeting is done by the customers.

C. Kinds of Services
The company will offer the following services:
Packing services: This includes the cutting of the recorded voice of
the customer/s.
Cupcake or Cake personalization: This includes the preparation of
the cupcake or cake. If the customers desired flavor or type of cake is not yet
available in the store for them to buy, they may ask the assistant or the
cashier in charge to have it made, which may require them to wait.

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MERCHANT/
CATEGORY

FLAVOR

SPECIAL FEATURE/S

PRICE
S

2 layered cake
The Chocolate

Rich chocolate chiffon

Meltdown

cake with fudgy Belgian

The
8X12

and P 350.00
P 520.00
filling.
P 750.00
* Free 5 long colorful

12X12

candles

8X8
Regular

chocolate

icing

and

BNC
Ingredients

plastic

bread knife.

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8 x 11 Round
Made

with

camembert
Cheesecakes
Oreo
Mango
Blueberry

The
Specialty

rich
cheese

with hole in the middle

P 680.00
filled with sweets of the
P 680.00
P 680.00
given flavor

BNC
Ingredients
Slattery

* Free 5 long colorful

candles

Ice Cream
Cakes
Rainbow
(7 colorful

The
Signature

layers)
Kitkat
M&Ms

and

plastic

bread knife.
10 inch Round
Artisan ice cream cakes
crunch

center,

and

P 750.00
flavored soft serve.
P 750.00
* Free 5 long colorful
P 750.00
candles

and

BNC
Ingredients
Slattery

plastic

bread knife.
Table 1: Singing Sweets Haus Cake Products
Table 1 shows the companys cake products, which are divided into three
(3) categories: the regular, the specialty, and the signature cakes. Under the
regular is the chocolate chiffon flavored cake in different proportions. On the
other hand, the specialty cakes consist of cheesecakes while the signature cakes
consist of ice cream cakes. These categories are classified according to the type
of cake, which the company has used as the foundation to establish the set
prices.

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CATEGORY

FLAVOR

Red velvet
Vanilla
Mint
Carrot
The
Regular

cupcake
Chocolate
(milk,

SPECIAL
FEATURE/S

PRICE

Different colors, flavored

toppings and design with
cream cheese frosting

MERCHANT/S

-BNC
P 85.00
each

Ingredients
-Slattery
-HB Ingredients

white or
dark)

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Oreo
Cookies &
The
Specialty

Cream
Smores
Blueberry
M&Ms

Different colors, flavored

-BNC
P 85.00
each

toppings and design with

Ingredients

cream cheese frosting

Artisan

ice

cream

cupcake

of

seven

colorful

layers

-Slattery

-BNC
The

Rainbow

Signature

and
P 110.00

cream cheese frosting an

Ingredients
-Slattery
-HB Ingredients

impressive

showstopper
Table 2: Singing Sweets Haus Cupcake Products
Table 2 shows the companys cupcake products, which are divided into
three (3) categories: the regular, the specialty, and the signature cupcakes.
Under the regular is the chiffon flavored cupcake. On the other hand, the
specialty cakes consist of cupcakes, in a form of cheesecakes; while the
signature cupcake is the Rainbow cupcake molded into 4 colorful layers, which
could be in a form of the regular cupcake or ice cream cupcake. These
categories are classified according to the type of cupcake, which the company
has used as the foundation to establish the set prices.

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TYPES
Mineral

DESCRIPTION

FLAVOR

PRICE

MERCHANT

Beverage

None

Free

Aqueous

House blend

Red Iced Tea

(Regular)
(Bottomless)

Water
P
Iced tea

Templar Food
35.00
P

Products

40.00
Madagascar Chocolate
Frozen Vanilla
Blended with milk and
ice cream with flavored
Milkshakes

House blend
syrup
whipped

topped
cream

with

P
160.00
each

Templar Food
Products

and

cherry

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Singing Sweets Haus

Fruit
House blend
Shakes

Mango
Strawberry Tofu
Banana
Made with Greek yogurt

The Sunshines

P
110.00
each

and topped with cherry

Fruit
Warehouse

Table 3: Singing Sweets Haus Beverages Products

Table 3 shows the companys beverage products, which are divided into
four (4) types: water, iced tea, milkshakes, and fruit shakes. Under these types
are various flavors with their corresponding prices based on the cost of the
ingredients used.

TYPES

DESCRIPTION

Ready made e- The e-greeting available in

greeting

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PRICE

MERCHANT

+
P 30.00

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Singing Sweets Haus

The e-greeting can come
Record your own from the customers own
greeting (RYG)

voice recording that is

+
P 45.00

BRPboxshop

done during the purchase.

Picture or Dedication is

Dedication in Words
Free
Personalized
Written

Dedication with Picture

Free

(purchased with eDedication

greeting)

+
P 6.00

provided by the customers.

Dedication in Words
Cake
(Max. 30 words)
Cupcake
(Max. 15 words)
Dedication with Picture
Cake
(Max. of 3 x 5)
Cupcake
(Max. of 2 x 3)

Dedication with Picture

(purchased without e
greeting)

Table 4: Singing Sweets Haus Cake and Cupcake E-greeting

Packing and Personalization
Table 4 shows the companys cake and cupcake e-greeting packing and
personalization which is divided into three (3) types: ready made e-greeting,
record your own greeting (RYG), and personalized written dedication. Under the
ready- made e greeting, customers can choose from the available e-greeting sold
in the store. The record your own greeting refers to the like of the customers to
have their personal message to their loved ones through their own recorded
greeting. Moreover, the personalized dedication refers to the like of the

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customers to have pictures placed on the packing of their cake or cupcake gift,
provided that it meets the picture size requirement of (Max. of 3 x 5) for the
cake and (Max. of 2 x 3) for the cupcake.

CHAPTER III
MARKET ANALYSIS
A. Market Overview

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Singing Sweets Haus

Figure 5: Philippines Population (Year 2003-2015)

Figure 4 shows the population of the Philippines from 2003 to 2015.
According to Philippine Statistics Authority (PSA) this years summary of
projected population is a total of 102,965,300 and is expected to increase to
111,784,600 in a three (3) year projection (2015-2018) in an Average Annual
Exponential Growth Rate of 1.64.

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Table 5:

Age/Sex of Population

in Metro Manila in

a Five Year

projection (2015-

2018)

Source:

Philippine Statistics Authority National Statistical Coordination Board Makati City, Philippines

Table 5 shows the currently recorded population in National Capital

Region, the potential market of the company, which is nearly 8.4 percent of the
total population in Philippines in Year 2015. With this number of potential buyers,
the company could expect a positive response on the demand of the Singing
Sweets products.
B. Market Description
The market area compromises the whole Metro Manila, particularly at the
Blue Bay Walk, Metropolitan Park EDSA Ext, and Pasay City. The company
believe that it will be able to yield a large market base as revealed from the total
number households and entire population. There will only be subtle conflicts on
the transportation because of the improved infrastructures and innovation of
technologies.

C. Target Market
The company has recognized a key capacity and fullness on its launch
stage in the mainland of the Philippines, the Metro Manila, particularly the Pasay

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Singing Sweets Haus

City. The initial demographic assessment reveals that this area has massive
technological innovation and is the centre of industries and huge basin of schools
and work establishments enough for the companys new innovations to make it
positively through the potential market.
Demographic Segmentation
Singing Sweets Haus identifies its target market based on the
demographic profile of the target market. The profile for customer consists
of the following geographic, demographic and behavioral factors:
Geographic
The company has no immediate geographic target.

The only

constraint is that the majority of sales will be from within the Philippines
due to the importing/exporting tariff that do not make it cost effective for
an international order to be placed.
The total targeted population will be focusing on people in Metro
Manila since the company believe that it is the centre of industries. A
place where most income is expected to be high and would give an
immediate feedback on the product.

Demographic

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The product and services can be enjoyed by people who are 4 years
old and above.
The product and services cater both male and female in any status or
occupation.
Behavioral Factors
People who are very cognizant in quality time with their family
People who have no health risk/ issue in sugar level especially
Diabetes
People who are very affectionate and sensible in celebrating
occasions or coming up with surprises
People who love cakes and cupcakes
People who loves sweet, fresh and great ambiance in eating
The company believe that the products are ideal for the customers
coming from both male and female with the age of 4 years old and above,
without health risk/ issue in their sugar level. The company have chosen
such age for according to the Bureau of Food and Drugs (BFAD), people
ages 4 years old and above are already safe to eat chocolates, cupcakes,
cakes and other sweets without choking or expelling any health threats.

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D. Location
Customers could easily come across the business since the first vicinity of
the branch will be located at Blue Bay Walk, Metropolitan Park EDSA Ext, and
Pasay City.
This site has been chosen because of its accessibility and great
ambiance. Moreover, it is also near in one of the largest SM Malls, which could
contribute in bringing customers awareness in the store. Transportation nor
communication facilities will not be a problem as of the great quality of life, wellconstructed infrastructures, advanced technology innovations present in the site.
E. Competition
Based on the geographical positioning of the business, the management
found out that within the area there are businesses that offer similar product but it
only poses a low threat since those businesses offer almost the same product
and do not have singing cakes and cupcakes like the company have.
Furthermore, the management also found out that the same shops offer not only
ordinary flavors but also unique flavors of cakes and cupcakes. However, the
location of other shop is too far away from the site of the business. Thus, Singing
Sweets Haus do not see any major competitor in terms of the product we sell.

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F. Competitors Profile
Direct Competitors
Cupcakes By Sonja
Cupcakes by Sonja opened in
Serendra on September 8, 2006 as
the first bakeshop in Manila to
specialize exclusively in cupcakes,
and the first in the country to
introduce traditional Southern red velvet cupcakes with the Red Velvet
Vixena delicious concoction made with Belgian cocoa and topped with
cream cheese icing. They have five (5) branches located at Power Plant
Mall, Trinoma, Serendra, Glorieta 2, and SM Megamall.
Vanilla Cupcake Bakery
Vanilla cupcake bakery was created in
2012. It is Manilas cupcake wonderland. It offers
a wide variety of cupcake flavors and an
ambiance worthy of your Instagram,Ttwitter and
Facebook - the go-to haven of every sweet tooth.
It has five (5) branches located at Glorietta 3, Glorietta 4, Alabang Town
center, Trinoma mall, and UP Town Center.

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Twelve Cupcakes
1 Twelve Cupcakes opened its doors in
July 2011 in Singapore and has grown
rapidly with overwhelming response
from its passionate customers. The
strong following is due to the brand promise to deliver only freshly baked
cupcakes that are handmade from scratch every day. Coupled with the
use of quality gourmet ingredients, Twelve Cupcakes does not cut corners
in creating the perfect cupcake for the Asian palate.
2 A Twelve Cupcakes' Cupcake is moist, fluffy and less sweet and has a
light smooth frosting that tantalizes the palate. Many satisfy their sweettooth cravings with these elegant-looking treats that are housed in their
signature pink boxes. It is perfect for gatherings or just to give your day a
sweet ending. It has four (4) branches located SM City BF, Century City
mall, Lucky Chinatown Mall, and SM Mall of Asia.
Indirect Competitors
Contis Bakeshop & Restaurant

Since opening its doors

to

families

Paraaque

and
in

friends

1997,

in

Conti's

Bakeshop and Restaurant has

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Singing Sweets Haus

created and shared memories of togetherness to people who have come
to love our wide selection of products, including our signature dishes such
as the Baked Salmon, Chicken Pie, and the well-loved Mango Bravo. It
has fourteen (14) branches located at Alabang Town Center, Westgate
Mall Alabang, Bluebay Walk Pasay, Greenhills, Greenbelt 2, Nuvali,
Robinsons Magnolia, BF Homes Paraaque, Serendra, Katipunan, Shaw
Boulevard, SM Mall of Asia, Trinoma Mall, and SM Megamall.
Red Ribbon Bakeshop
Red Ribbon Bakeshop
started

in

1979

in

Timog,

Quezon City. Red Ribbon has

grown to over 270 outlets all over the Philippines and over 30 stores in US
with locations in California, Nevada, Washington, Hawaii, New York, New
Jersey and Virginia. With its acquisition in October 2005 by Jollibee Foods
Corporation, Red Ribbon entered a new phase in its company history. The
company soon became one of the biggest and fastest growing bakeshops
in the Philippines and has taken part in every Filipinos special moments. It
provides baking cakes. Its products include choco mallows, choco mocha
crunch, chocolate cakes, chocolate mousse, chocolate torte, coffee
crunch, cookies and crme, mango cakes, mango cream pie, mocha
cakes, rocky road cakes, sans rival, truffle cakes, ube cakes, blueberry
cheesecakes, ube macapuno cakes, santa cakes, fruit cakes, birthday
cakes, and wedding cakes.

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Goldilocks Bakeshop
Goldilocks
Bakeshop
bakeshop

is

a
chain

based in the Philippines, which produces and distributes Philippine cakes

and pastries. The chain was named after Goldilocks, a character from the
fairy tale Goldilocks and the Three Bears. It was first opened in 1966 as a
family business and started in a one-door apartment of a two-story
structure on Pasong Tamo Street, Makati City. It has established 192
branches throughout the islands. According to a 2011 study by Taylor
Nelson Sofres Philippines, Goldilocks enjoys a total product awareness of
100 percent. More impressively, Goldilocks has managed a full conversion
of awareness-to-trial, and has done exceedingly well in retaining trial to
regular purchase. It enjoys a committed customer base, and continues to
attract even more
Angel N Kiss Bakery

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Angel N Kiss Bakery is a new
bakery cafe's first venture in Asia, which
aims to bring an exciting new twist to the
other

existing

bakery

cafe

in

the

Philippines. It offers a wide array of sinfully good cakes, pastries, burgers

and breads. Also in the menu are coffee and cold drink concoctions with
distinct Korean taste and flavor.
It is a two-floored building with an art deco charm evidently shown
throughout its wall design. A splash of black tiles with an edgy feels to it.
Even the tables and chairs at the second floor speak of distinctiveness, an
out of this world, and an out of the ordinary sense for aesthetics. The price
is very affordable for a food joint that has so much potential and class. The
bestseller cakes are priced to just over P700. The choices are delish both
to the eyes and taste buds. The service is good and the crews are superb
in what they do.
Dairy Queen
Dairy Queen is a
chain of soft serve ice cream and
fast food restaurants owned and
operated by the Araneta Group. It
serves a variety of frozen products, such as soft serve ice cream. The
Dairy Queen experience makes you always come back for more, and his
is the reason behind their sweet success story uniquely its own.

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Singing Sweets Haus

There are already some businesses that have a firm hold in the
market place. The management grouped the competitors into two: direct
and indirect competitors. The direct competitors are one, which offers the
same products or services. It includes the following business: Cupcakes
by Sonja, Vanilla Cupcake Bakery, and Twelve Cupcakes. As for the
indirect competitors, these are the companies who offer other products or
services that can be substituted for our product. It includes the following
business: Goldilocks Bakeshop, Red Ribbon Bakeshop, Dairy Queen,
Angel N Kiss, and Contis Bakery & Restaurant.
These businesses will not be much of a competition because as a
matter of fact the business will be far more victorious than the competitors
since these can only be alternatives for our products and services.
Competition with other bakeries surrounding Singing Sweets Haus will
encourage the management to stay true to our business. The company
will be much different by providing both a comfortable and fun
environment as well as presenting cupcakes that will certainly please all of
our customers. It will decorate the cakes and cupcakes with great deals of
time unlike other cupcake businesses in Metro Manila
G. SWOT Analysis
Singing Sweets Haus has both internal and external factors, which affect
its ability to operate. Those factors are presented through elaborating the
strengths, weaknesses, opportunities and threats the company have.
Strengths

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Passion will be present in creating cakes and other products.

A hundred percent satisfaction will be delivered to the customers.
Quality control will be implemented.
Target market will be all demographics.
Unique products will be catered.
Presentation of cakes and pastry will be new and different that will

give product differentiation.

Location of the bakery will be accessible and there will be many
people around the location.
Staffs with experiences will be hired to provide quality service and
products.
Ambience of place will be really good.
Weaknesses
Bakery products are perishable items hence needs to be sold as
soon as possible to gain maximum benefit.
Bakery items will be limited.
Lack of experience and funds will be hindrances in operating in
marketing the business.
Healthy living people will not be attracted to our products.
Opportunities
Social networking sites like Facebook, Twitter and Instagram will
enable advertisement.
Expansion of product line will enlarge the business in the future.
Growing market will trigger more probable customers.
Threats

A Business Plan

Competition will be a barrier in entering the market.

The consumers might not easily accept new products in the market.
Price wars may be present.
Product substitution might limit sales.

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Singing Sweets Haus

CHAPTER IV
FINANCIAL PROFILE
The six (6) partners will contribute P 250,000 each to provide for the
amount of capital needed to start the business. This amount will serve as the
initial funding for the company's pre-operating and operating expenses as well as
the purchasing of all the necessary materials and equipment to start the
business.
A. Total Project Cost
For the First Month of Operations
Operating Expenses
Supplies Expense

450.00

Utilities Expense

4,000.00

Rent Expense

15,000.00

Salary Expense

26,400.00

Product Cost - based on the projected unit sales

105,820.83

Pre-operating Expenses

58,670.00

Fixed Assets

971,000.00

Outright Expenses

2,000.00

Marketing Expenses

500,000.00

TOTAL:

1,683,340.83
Table 6: Total Project Cost

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Singing Sweets Haus

Table 6 shows all the projected expenses of the business for the
first month of operations to determine how much money they are going to
invest to start the business. Based on the projected expenses of P1, 683,
340.83 , the partners have agreed to invest P250, 000 each to have a total
initial investment of 1,800,000.
B. Pre-Operating Expenses
BUSINESS REQUIREMENTS:
SEC Registration
4,670.00
Mayor's Permit
1,400.00
Business License
2,500.00
Barangay Clearance
1,500.00
BIR
Contract Cost (Electronics Company)

3,600.00
20,000.0

Opening

0
10,000.0
0

Promotions
TOTAL:

5,000.00
48,670.0
0
Table 7: Pre-Operating Expenses

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Singing Sweets Haus

C. Fixed Assets For Operations

PARTICULARS
Computer
Printer
Telephone
Tables
Chairs
Air-conditioning
Building/Shop
Mixer
Oven
TOTAL:

QUANTITY
2
1
1
4
20
2
1
2
2

UNIT COST
20,000.00
5,000.00
3,000.00
2,000.00
250.00
35,000.00
750,000.00
25,000.00
20,000.00

TOTAL
40,000.00
5,000.00
3,000.00
8,000.00
5,000.00
70,000.00
750,000.00
50,000.00
40,000.00
971,000.00

Table 8: Fixed Assets for Operations

Table 8 shows all the fixed assets or the Property, Plant and Equipment
of the Singing Sweets Haus to start its operations. The business will have a
customized building/shop of which it has the greatest cost for the fixed assets.
The total Fixed Assets are depreciated based on their number of years of
useful life.

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Singing Sweets Haus

D. Outright Expenses For Operations
PARTICULARS
QUANTITY
UNIT COST
TOTAL
Flyers
750
2.00
1,500.00
Brochures
5
100.00
500.00
TOTAL:
2,000.00
Table 9: Outright Expenses for Operations
Table 9 shows the other expenses that may be considered also as
miscellaneous expenses. These are the printing expenses for the flyers and
brochures that will be distributed to the customers as a part of the marketing
strategy of the business.

CHAPTER V
MARKETING STRATEGIES

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Singing Sweets Haus

A. Service Strategy
Singing Sweets Haus will ensure customer satisfaction. The business will
promote devotion to customer satisfaction through the companys website,
printed ads, and other advertisements. The employees will be trained to acquire
the appropriate skills, information as well as the supervisory support to achieve
and maintain customer satisfaction. The employees will easily resolve customers
problem quickly and courteously. As a result, the business will have a good
impression to the customers in terms of customer service. Lastly, the business
will listen to customers feedback. Understanding flaws can help the company
assess the customers satisfaction and likelihood in availing the businesss
products and services.
B. Promotion Strategy
Signs: Signboards will enable people to know that Singing Sweets Haus
is open for business. It will give way to increase potential customers. A tall, freestanding sign will be placed outside the business location, where customers will
be aware of the special products and new items the business has whenever
customers would pass by the bakery. This sign will be changed by the business
every time they will have new offerings. Through the signboards, people will
know what the shop is and what it has to offer.
Social Media: Singing Sweets Haus can get a mouth-watering and
positive reaction if social media sites such as Facebook or Twitter are to be used
to promote the shop. A store account must be set up, and messages must be
regularly checked in order to interact with the potential customers. Photos must

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Singing Sweets Haus

be posted including the testimonials from satisfied customer as well as
information on promos, and ideas in using the products. Netizens will be curious
on what the shop has to offer. Since the business offers a unique product and
experience, many people will talk about it. Thus, making the business
commercially successful. Advertising bakery products on holidays, and offering
special discounts during the slow season can pump up the business.
Flyers: A flyer can give a glimpse on how creative the company is. Flyers
must stand out and highlight the main message of the company. It will be given to
potential customers to promote the bakery.
Events: Local fairs can give opportunities to showcase the products and
services of the company. Free samples will be given so that potential customers
can taste what the business has to offer. In every products that the business will
sell, a tag must be included containing the contact information and address of
Singing Sweets Haus.
C. Location Strategy
The business will be strategically located at Blue Bay Walk, Metropolitan
Park EDSA Ext, Pasay City. This will serve as one of the best location for Sweets
Singer Haus as it attracts a lot of young college adults as well as employees from
companies around. The accessibility of the location is ensured to its target
market since it has great curb appeal and people will be more likely to stop by
and come in.
D. Brochure

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Singing Sweets Haus

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Singing Sweets Haus

Figure 6: Brochure of Singing Sweets Haus

Figure 6 shows the brochure of the company. The brochure contains the
available products the company is offering. It also includes the location as well as
the business layout of Singing Sweets Haus.

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Singing Sweets Haus

E. Streamer

Figure 7: Streamer of the Singing Sweets Haus

Figure 7 shows the Singing Sweets Hauss main signage which is fixed to
the upper wall of every public information bulletin. In addition, it will also be
visible outside the store's premises. As what the business is telling, the streamer

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Singing Sweets Haus

looks like a cupcake patterned from the main product. The logo and the tagline is
place at the center of the main building so that it will be seen clearly and directly.
The main layout can be seen at the blueprint, figure 9. No need to explain the
main layout of the building.

F. Location Layout

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Singing Sweets Haus

Singing Sweets Haus

Figure 8: Vicinity Map of Singing Sweets Haus

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Singing Sweets Haus

Figure 8 shows the vicinity map of Singing Sweets Haus, which is located
at the Bluebay Walk, Pres. Diosdado Macapagal Blvd. EDSA, Pasay City. This
map shows the different establishments that can be seen around Bluebay Walk
where the business will be located. The location of the company is almost the
nest of every hotel, Institutional school, church, industrial parks, business parks
and retail. That is why the target location of the business of the company is
located in Bluebay Walk because of the great percentage of customer or buyers.

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Singing Sweets Haus

G. Business Layout

Figure 9: Business Layout (top view, ground floor)

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Singing Sweets Haus

Figure 9 shows the business layout of Singing Sweets Haus as seen on
the top view projection. The blueprint shows that there are two parts of the
building: the first one is the inside layout, and the second one is the outside
layout. The inside layout is composed of the following: double doors, tables and
chairs, counters, and the main storage of the baked goods. This is the part where
buyers can choose, order, and eat. Since the business will be installing an air
conditioning system, customers can choose if eating inside will be satisfactory
due to the cold atmosphere.
The outside layout is composed of the following: tables, chairs and the
single exit door. This is the part with an open air. The business is expecting that
there will be smoking customers who will want to sit outside. As a result, the
business will place an outside area where the smoking customers can sit and
relax. Customers can smoke, chitchat, and eat outside as long as they exercise
good manner and right conduct towards other customers of the business. The
layout of the business is patterned from the structure of a cupcake. The building
will be shaped like a cupcake copied after the main product of the company,
which is the singing cupcake.

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Singing Sweets Haus

H. Gantt
Chart

Table 10: Gantt Chart

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Singing Sweets Haus

CHAPTER VI
PROVISIONS FOR EXPANSION
To cope with the rapid emergence of the cake and cupcake industry, the
company have come up to the following provisions for expansion to maintain its
strong relationship with its valued clientele and with hope of encouraging more
clients as it provides innovative ways of serving them.
Expand the business outside the vicinity of Pasay City. This includes
having a branch located in Makati City and Taguig City, for these areas
have massive technological innovation and is the centre of industries and
huge basin of schools and work establishments enough for the companys
new innovations to make it accessible and positively through the potential
market.
Expand the business outside the Philippines and make it successfully to
the global market.
Provide another product line for the customers to enjoy and crave.
Cater to parties or events to broaden connection with customers and other
business industries.
Provide delivery option for customers in purchasing Singing Sweets Haus.
Handle a number of increasing clients by hiring more employees.

CHAPTER VII
CONCLUSION

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Singing Sweets Haus

Based on the research and study, the researchers therefore conclude
that the business is feasible and viable in the market. Once the industry was
understood, the feasibility of Singing Sweets Haus was analyzed. By examining
local statistics such as market size, customer demographics, and competition,
multiple strategies were developed pertaining to marketing, sales, pricing, and
operations. The opening of a custom cake and cupcake shop in Blue Bay Walk,
Metropolitan Park EDSA Ext, Pasay will be profitable, successful and may lead
to future expansion for the company. As a result, Singing Sweets Haus has the
potential to become the premiere cupcake destination in the Philippines.

CHAPTER VIII
RECOMMENDATION

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Singing Sweets Haus

Singing Sweets' Haus is a new business in the Philippines particularly in
Pasay. The company needs to focus in the following aspects:
Strengthening the promotional strategies of the business to make
customers aware about the companys products and services.
Creating a marketing strategy that is efficient and also effective.
Developing the companys image to make customers accustom to the
products and services it has to offer.

CHAPTER IX
APPENDICES
A. Projected Financial Performance

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Singing Sweets Haus

SINGING SWEETS HAUS
SALES FORECAST
PARTICULARS

POTENTIAL
MARKET SIZE
PER YEAR

Birthday
Wedding
Anniversary
Graduation
Monthsary
(teens)
Christmas
New Year
Valentines
Other

Year 1

Year 2

Year 3

6,000
300
5,000
16,000

6,300
315
5,250
16,800

6,615
331
5,513
17,640

8,000

8,400

8,820

20,000
20,000
15,000

21,000
21,000
15,750

22,050
22,050
16,538

20,000

21,000

22,050

25%

30%

35%

1,500
75
1,250
4,000

1,890
95
1,575
5,040

2,315
116
1,929
6,174

2,000

2,520

3,087

5,000
5,000
3,750

6,300
6,300
4,725

7,718
7,718
5,788

5,000

6,300

7,718

12,500.00
625.00
10,417.00
33,333.00

15,750.00
788.00
13,125.00
42,000.00

19,294.00
965.00
16,078.00
51,450.00

16,667.00

21,000.00

25,725.00

41,667.00
41,667.00

52,500.00
52,500.00

64,313.00
64,313.00

Occasions
MARKET SHARE

NO OF
CUSTOMERS
PER YEAR

SALES PER
MONTH

Birthday
Wedding
Anniversary
Graduation
Monthsary
(teens)
Christmas
New Year
Valentines
Other
Occasions
Birthday
Wedding
Anniversary
Graduation
Monthsary
(teens)
Christmas
New Year

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Singing Sweets Haus

Valentines
Other

31,250.00

39,375.00

48,234.00

41,667.00

52,500.00

64,313.00

150,000.00
7,500.00
125,000.00
400,000.00

189,000.00
9,450.00
157,500.00
504,000.00

231,525.00
11,576.00
192,938.00
617,400.00

200,000.00

252,000.00

308,700.00

500,000.00
500,000.00
375,000.00

630,000.00
630,000.00
472,500.00

771,750.00
771,750.00
578,813.00

500,000.00
Occasions
Total Sales Per Year
2,757,500.00
Table 11: Sales Forecast

630,000.00

771,750.00

3,474,450.00

4,256,202.00

Occasions
Birthday
Wedding
Anniversary
Graduation
Monthsary
SALES PER
YEAR

(teens)
Christmas
New Year
Valentines
Other

Assumptions:
1. There will be a 5% increase in the potential market per year based from the
average increase of celebrators per year for 3 consecutive years on the
basis of the original market size.
2. There will be a 5% increase in the market share per year based from the
average increase of celebrators per year for 3 consecutive years on the
basis of the original market size.
3. Sales per year will increase by 5%.

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Singing Sweets Haus

SINGING SWEETS HAUS
PROJECTED EXPENSES

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Singing Sweets Haus

PARTICULARS
Coupon Bond-

Year 1
600

Year 2
630

Year 3
662

4,800.00

5,040.00

5,292.00

Black ) 24 x 200
TOTAL
Lights -

5,400.00
30,000.00

5,670.00
31,500.00

5,954.00
33,075.00

1,500/month
Water- 1,500/month
Telephone-

18,000.00
12,000.00

18,900.00
12,600.00

19,845.00
13,230.00

60,000.00

63,000.00

66,150.00

7,000.00

7,000.00

7,000.00

500.00

500.00

500.00

600.00

600.00

600.00

2,000.00
1,250.00

2,000.00
1,250.00

2,000.00
1,250.00

14,000.00

14,000.00

14,000.00

30,000.00

30,000.00

30,000.00

55,350.00

55,350.00

55,350.00

158,400.00

166,320.00

174,636.00

158,400.00

166,320.00

174,636.00

Short (5 reams) 5 x
Supplies

120
Printer-Ink (Cyan,
Magenta, Yellow &

Utilities

1000/month
TOTAL
Computer
(40,000-5000)/5
yrs.
Printer- 5,000/10
yrs.
Telephone-3,000/5
Depreciation

yrs.
Tables- 8,000/4 yrs.
Chairs- 5,000/4 yrs.
Aircondition70,000/5 yrs.
Building750,000/25 yrs.
TOTAL

Salaries And
Wages

A Business Plan

Service Crew (2)

13,200/month
Cleaning and

Singing Sweets Haus

Maintenance Staff
13,200/month
TOTAL

316,800.00

332,640.00

349,272.00

15,000/month

180,000.00

189,000.00

198,450.00

2,000/month

24,000.00

25,200.00

26,460.00

58,670.00

0.00

0.00

Marketing Expenses

500,000.00

0.00

0.00

Repairs And Maintenance

Raw Materials

0.00
1,047,850.0

30,000.00
36,000.00
1,100,243.0 1,155,255.00

0
396,000.00

0
415,800.00

436,590.00

16,500 x 12
Utilities (Gas)

24,000.00

25,200.00

26,460.00

2,000 x 12
Oven Toaster

5,000.00

5,000.00

5,000.00

50,000/10 yrs.
Mixer

4,000.00

4,000.00

4,000.00

Rent
Expense
Outright
Expenses
Pre-Operating Expenses

27, 575 x 38
Salary (2 Pastry
Cost of
Good Sold
based on the
projected
unit sales

Chefs)

40,000/ 10 yrs.
1,476,850.0

1,550,243.0 1,627,305.00

0
2,677,070.0

0
2,251,103.0

TOTAL
2,364,941.0

Total Projected Expenses

0
Table 12: Projected Expenses
Note:
Supplies expenses will increase by 5% per year.

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Singing Sweets Haus

Utilities expenses will increase by 5% per year.
Salaries and Wages will increase by 5% per year.
Rent Expense will increase by 5% each year.
Repairs and Maintenance will increase by 20% each year.
Outright Expenses will increase by 5% each year.
Raw Material Prices for the products will increase by 5% each year.

SINGING SWEETS HAUS

PROJECTED STATEMENT OF FINANCIAL PERFORMANCE
Year 1

Year 2
3,474,450.0

Year 3
4,256,202.0

5,400.00
60,000.00
55,350.00
316,800.00
180,000.00
24,000.00
58,670.00
500,000.00

5,670.00
63,000.00
55,350.00
332,640.00
189,000.00
25,200.00
0
0
1,550,692.5

5,954.00
66,150.00
55,350.00
349,272.00
198,450.00
26,460.00
0
0
1,627,305.0

1,476,850.00
0

0
30,000.00
2,251,103.0

0
36,000.00
2,446,306.2

2,677,070.00

PROJECTED REVENUE
2,757,500.00
PROJECTED EXPENSES
Supplies
Utilities
Depreciation
Salaries and Wages
Rent Expense
Outright Expenses
Pre-operating Expenses
Marketing Expenses
Product Cost - based on
the projected unit sales
Repairs and Maintenance
TOTAL PROJECTED EXPENSES

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Singing Sweets Haus

TOTAL PROJECTED INCOME
BEFORE TAX
INCOME TAX (32%)
PROJECTED NET INCOME

80,430.00
25,737.60

1,222,897.5

1,891,261.0

0
391,327.20

0
605,203.52
1,286,057.4

54,692.40
831,570.30
Table 13: Projected Statement of Financial Performance

Table 13 shows the total projected Net Income of Singing Sweets Haus
for three consecutive years. The projected expenses are deducted from the
total projected revenue to get the Gross Income. A 32 % tax based on the gross
Income will also be deducted to get the total projected net income of the
business.

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Singing Sweets Haus

SINGING SWEETS HAUS

PROJECTED STATEMENT OF CASH FLOWS
Cash Flows
From
Operating
Activities:

Year 1

Year 2

Year 3

2,757,500.0

3,474,450.0

4,256,202.0

5,400.00

5,670.00

5,954.00

60,000.00

63,000.00

66,150.00

316,800.00

332,640.00

349,272.00

180,000.00
24,000.00

189,000.00
25,200.00

198,450.00
26,460.00

58,670.00

0.00

0.00

1,467,850.0

1,541,692.5

1,618,305.0

500,000.00

0.00

0.00

0.00

30,000.00

36,000.00

25,737.60
2,638,457.6

391,327.20
2,578,529.7

605,203.52
2,905,794.5

0
119,042.40

0
895,920.30

2
1,350,407.4

Cash Receipts:
Sales
Cash Payments:
Supplies
purchased
Utilities
Salaries and
Wages
Rent Expense
Outright Expenses
Pre-operating
Expenses
Product Cost
Marketing
Expenses
Repairs and
Maintenance
Income Tax Paid
Total:
Net Cash Flows
from Operating

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Singing Sweets Haus

Cash Flows
From

Activities
Cash Outflows
Purchased Fixed

Investing

(971,000.00)

0.00

0.00

250,000.00

0.00

0.00

250,000.00
250,000.00
250,000.00
250,000.00

0.00
0.00
0.00
0.00

0.00
0.00
0.00
0.00

250,000.00

0.00

0.00

0.00

0.00

Assets

Activities:
Cash Inflows:
J. Villanueva,

Cash Flows
From
Financing
Activities:

Capital
N. Conlu, Capital
V. Pablo, Capital
J. Enolva, Capital
A. Zafra, Capital
S. Derogongan,
Capital
Cash Flows from

1,500,000.0
Financing
0
Activities
1,350,407.4
NET CASH INFLOWS

648,042.40

895,920.30
8
1,543,962.7

Add: Cash Beginning

0.00

648,042.40
1,543,962.7

Cash: Ending

0
2,894,370.1

648,042.40
0
Table 14: Projected Statement of Cash Flows

Table 14 shows the cash inflows and outflows based on operating,

investing and financing activities of Singing Sweets Haus. Based on the
information, the business increases its cash on its operating activities. The first
year of low ending cash balance is affected because of the Property, Plant and
Equipment purchases and payments for Marketing Expenditures. Second and

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Singing Sweets Haus

Third year ending cash balances are very large in comparison to the first year
ending balance because there are no purchases that has occurred.

SINGING SWEETS HAUS

PROJECTED STATEMENT OF FINANCIAL POSITION
Year 1

Year 2

Year 3

648,042.40

1,543,962.70

2,894,370.18

33,000.00

26,000.00

19,000.00

ASSETS
Current Assets
Cash

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Singing Sweets Haus

Non-Current Assets
Computer
Printer
Telephone
Tables

4,500.00
2,400.00
6,000.00
3,750.00
56,000.00
720,000.00
45,000.00
36,000.00
906,650.00

4,000.00
1,800.00
4,000.00
2,500.00
42,000.00
690,000.00
40,000.00
32,000.00
842,300.00

3,500.00
1,200.00
2,000.00
1,250.00
28,000.00
660,000.00
35,000.00
28,000.00
777,950.00

2,386,262.70

3,672,320.18

Chairs
Air-conditioning unit
Building/Shop
Mixer
Oven
Total Non-Current Assets
TOTAL ASSETS

1,554,692.4
0

LIABILITIES AND EQUITY

Capital, Beginning

1,500,000.0

1,554,692.40

2,386,262.70

Add: Net Income

Total Capital

0
54,692.40
1,554,692.4

831,570.30
2,386,262.70

1,286,057.48
3,672,320.18

TOTAL Liabilities and

0
1,554,692.4
2,386,262.70

3,672,320.18

Owner's Equity
0
Table 15: Projected Statement of Financial Position
Table 15 shows the ending assets, liabilities and Owners Equity of the
business. It is the classified summary balances on the ledger accounts of
Singing Sweets Haus after the nominal accounts have been closed off. Capital
Increases are results of the operations of the business. As shown in the table,

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Singing Sweets Haus

no liabilities has been incurred by the business since their initial investment has
been maximized based on the sales each year.

B. Financial Analysis
RETURN ON TOTAL ASSETS
Year 1
Net Income
Assets
ROA

Year 2

Year 3

54,692.40

831,570.30

1,286,057.48

1,554,692.40

2,386,262.70

3,672,320.18

3.52 %

34.85 %

35.02 %

Table 16: Return on Total Assets

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Singing Sweets Haus

Return on total assets measures the operating performance of
Singing Sweets Haus where Net Income is divided by the Average total
Assets.
Based on the total percentages computed in year 1, year 2 and year
3, the company has earned a return on average total assets employed over
each year of 3.52 %, 34.85%, and 35.02% respectively.
This also means that for every peso of asset that the company
employed over each year has a return of P3.52, 34.85, and 35.02
respectively.

RETURN ON EQUITY

Year 1
Net Income
Investments
ROA

Year 2

Year 3

54,69
2.40

831,570.3
0

1,286,057.4
8

500,000.0
0

500,000.0
0

500,000.00

10.93%

166.31%

257.21%

Table 17: Return on Equity

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Singing Sweets Haus

Return on to Equity measures how much a company makes for each
peso the owners or partners have invested.
Based on the total percentages computed in year 1, year 2 and year 3,
Singing Sweets Haus has earned a return on equity employed over each
year of 10.93%, 166.31%, and 257.21% respectively.
This also means that for every peso of equity that the company
employed over each year has a return of 10.93, 166.31, and 257.21
respectively.

GROSS MARGIN RATIO/GROSS PROFIT PERCENTAGE

Year 1

Year 2

Year 3

Net Sales

2,757,500.00

3,474,450.00

4,256,202.00

Cost of Goods Sold

1,476,850.00

1,550,692.50

1,627,305.00

Gross Profit

1,280,650.00

1,923,757.50

2,628,897.00

A Business Plan

Singing Sweets Haus

Gross Margin Ratio
(Based on Sales)

46.44%

55.36%

61.76%

Table 18: Gross Margin Ratio

This shows the computation of the gross profit from selling of Singing
Sweets products without taking into account the expenses of selling or the
expense of financing and administering the enterprise.
The Gross Margin Ratio, which is computed by dividing the Gross Profit
from the Net Sales. This means that for every unit of the companys product,
the increase in the amount sold for each which is based on the Net Sales is
46.44%.

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