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II.

TEXT
A. Executive Summary
Italianese is a restaurant that can accommodate up to the maximum capacity of 68
customers. We focus on our fusion of Italian-Japanese cuisines.
The restaurant will be located in, the capital city of the Philippines, Manila. Specifically,
it is situated at A. Mabini Street Malate, Manila.
This business will be owned and operated by Ms. Patricia Borja who has significant
experience in the hospitality industry, advertising, and business management, together with her
company namely; Ms. Ashera Krystel M. Baquirin, Ms. Jhara Demafelis, Ms. Myrene
Mamangon, Ms. Janah Antoinne Nasol, Ms. Cherry Bless Reyes, and Ms. Raizza Louise G.
Reyes.
Costs included in this plan are on the basis of industry trends. The planned start-up cost is
Php15, 000,000 mostly for the expensed equipment, furniture, painting, reconstruction, rent, start
up labor, legal, and consulting costs associated with opening Italianese restaurant.

i.

Overview of the Entire Business Plan

The success of Italianese Restaurant will be achieved by serving great foods, providing
friendly service and employing an aggressive marketing plan to build customer traffic. Todays
market requires more than just good food and service to make a restaurant successful. At
Italianese Restaurant, we will constantly strive to enthusiastically win more customers by being
proactive rather that reactive in our marketing efforts.
Management will endeavor to create and maintain a positive, appealing image for the
restaurant. This image will be constantly portrayed throughout all marketing channels and sales
promotions. Italianese Restaurant is bringing a fresh approach to, where its competitive
advantage is based on customer service, employee training, variety of cuisine and the
overall company culture just as much as the industry superior in kind, quality, and appearance
flavor and portions.

The Italianese is the best at providing quality food and quality service due to its constant
innovation to satisfy the palate of the clients who seeks a different variety of cuisine in
experience

Italianese Floor Plan

Italianese Interior Design

B. Introduction
Italianese is a restaurant located in A. Mabini St. Malate, Manila. This restaurant is
focused on varieties of foods from Italy and Japan. It offers all kinds of items for children,
teenagers, and adults.

The area is in need of a warm and friendly place with excellent food. A place where you
always know you will get the best of everything. Italianese Restaurant will feature a cozy and
distinct dining room. Comfortable furnishing and decors with soothing warm tones. It will be the
perfect place to stop in for a bite to eat, for a drink or for a small business meeting.

The menu will be inspired from Italian and Japanese specialties and appeal to a diverse
clientele. Adding value will be an interesting business lunch menu with specialties every day.
The menu will change every 3-4 months but keep the favorites. Prices will be affordable and
reasonable than the other midscale restaurants in the area. The restaurant will be open seven days
a week. We will offer special theme nights to attract new customers to Italianese Restaurant. The
service will be relaxed, very friendly and correct. We will hire the best people available, we will
conduct training, motivation and encouragement for them, and thereby retaining the friendliest
most efficient staff possible. Our management team is comprised of individuals whose
backgrounds consist of 5 years experience in food, restaurant and hotel, catering, management,
finance, marketing, art and motion pictures.

Most important to us is our financial success and we believe this will be achieved by
offering high-quality service and excellent food with an interesting twist. We have created
financial projections based on our experience and knowledge of the area.

Our investor

philosophy is conservative. Since restaurant start-ups are so speculative our belief and
commitment to our investors will be to pay a generous, predictable rate of return while not
strangling our operational cash flow.
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i.

Historical Background

On the 25th day of December year 2015, a group of food-loving-friends from the
Philippines have come up with the idea of starting a restaurant business. The person behind this
idea was Patricia Borja, a young professional Filipina and also an aspiring chef who was
formerly living in Italy. Her parents are both working as a server in an upscale restaurant in
Genoa, Italy. Compelled by this, she wanted to pursue her parents dream to own a restaurant.
And with the help of her friends, they will start to make a restaurant that will offer Italian, since
she already has an expertise in making Italian cuisines, Japanese, because one of her partner,
Jhara Demafelis is a resident of Japan and is known as a Sushi Chef. Together they will build a
restaurant with so much passion; passion for great food and quality service for an overall
experience that will exceed the customers expectations in every way.
Italianese Restaurant was built on their mission which included to provide fresh, healthy,
great tasting food from different cuisines and also offer affordable service at the same time.
They are planning to set up their restaurant in Manila where their heart was captured by the great
foods that they have tasted. They are planning to put up their restaurant in Malate, Manila
where many shoppers dine, and it is also a good location for business. As of now they envision
their restaurant to be the best restaurant within Manila.

ii.

Vision and Mission

Vision
Our companys vision is to be the best restaurant within Metro Manila to have the best
service from the best staff and employees that will serve the best food and beverages for the best
customers that we have.
Mission

Italianese Restaurants mission is to provide fresh, healthy, great tasting food from two
different cuisines, specifically Italian and Japanese menu, that are infused together, and
also offer affable service at the same time.

Italianese is a great place to eat, combining an intriguing atmosphere with excellent,


interesting food. The mission is not only to have great tasting food, but have efficient and
friendly service because customer satisfaction is paramount. We want to be the restaurant
choice for all families and singles, young and old, male or female. Employee welfare will
be equally important to our success. Everyone will be treated fairly and with the utmost
respect. We want our employees to feel a part of the success of Italianese Restaurant.
Happy employees make happy guests.

We will combine menu variety, atmosphere, ambiance, special theme nights and a
friendly staff to create a sense of 'place' in order to reach our goal of over all value in the
dining/entertainment experience. We want fair profits for the owners, and a rewarding
place to work for the employees.

iii.

Goals and Objectives

To establish a presence as a successful restaurant.

To make Italianese a destination spot for food lovers and food enthusiasts.

To offer premium, quality products to its patrons.

To become an efficient, successful, and profitable business.


To attain a gross profit margin of 10% within the first 3 years of operation.

To expand into a number of outlets by year three, and sell the franchise to neighboring
cities.

III.MARKETING ASPECT

Marketing
The success of Italianese restaurant will have to be achieved by doing more than serving great
food, and providing excellent service. We will utilize a marketing plan to build customer
traffic. At Italianese restaurant we will continually strive to win more customers by being
proactive rather than reactive in our marketing efforts and stay current with popular industry
trends. We will achieve these goals by using our marketing objectives.

A. Marketing Objectives
To understand the marketplace and customer needs and wants.
To offer affordable services to our customers and at the same time maintaining constant

quality outputs.
Provide in time service to customers.
To maximize the usage of equipment.
To develop rapport with local business as a quick, comfortable lunch choice. In the
future, we plan on establishing a marketing campaign to call on the local business in the
market area, deliver samples, and encourage them to consider our restaurant as the
restaurant of choice for their next business luncheon.

B. Environmental Analysis
Economic: Current economic conditions are continuing to challenge investors' views regarding
the potential for return. The market is no longer rewarding entrepreneurs solely on the strength of
their ideas. Instead, business owners and Venture Capitalists are expected to show profitability
before they will be allowed to reap the rewards of their hard work. While small business owners
bring innovative ideas and possibly leadership qualities to their organization, they will need to
rely upon skills from other disciplines, including marketing, to succeed.
Social: Recent stock market corrections may have frightened a segment of potential
entrepreneurs, the opportunity for financial reward keeps many large scale business owners
diligently chasing their dreams.

Technological: Recent advances in technology have greatly enhanced the ability for distributed
teams to work together on common projects. The proliferation of the Internet facilitates data
sharing and communication.
Entry to the market should not be a problem.
Restaurant has high visibility all day long.
The local residents and students always support new restaurants and the tourists do not
have fixed references.
In addition, budget for advertising has been budgeted for a pre-opening advertising and
public relations campaign.
If there is anything that is steadfast and unchanging, it is change itself. Change is inevitable,
and organizations that don't accept change and that make adjustments to their business model
based on changes are doomed to fail. There are events or situations that occur that affect the way
a business operates, in a positive or negative way. These events or situations can have either a
positive or a negative impact on business and are called 'environmental factors.'
There are two types of environmental factors: internal environmental factors and external
environmental factors. Internal environmental factors are events that occur within an
organization. Generally speaking, internal environmental factors are easier to control than
external environmental factors. Some of internal environmental factors are as follows:
Management changes
Employee morale
Culture changes
Financial changes and/or issues
External environmental factors are events that take place outside of the organization and are
harder to predict and control. External environmental factors can be more dangerous for an
organization given the fact that they are unpredictable, hard to prepare for, and often
bewildering. Some of external environmental factors are noted below:
Changes to the economy
Threats from competition
Political factors
Government regulations
The industry itself
C. Customer Segment

Customer segmentation is the practice of dividing a customer base into groups of individuals that
are similar in specific ways relevant to marketing, such as age, gender, interests and spending
habits.
Companies employing customer segmentation operate under the fact that every customer is
different and that their marketing efforts would be better served if they target specific, smaller
groups with messages that those consumers would find relevant and lead them to buy something.
Companies also hope to gain a deeper understanding of their customers' preferences and needs
with the idea of discovering what each segment finds most valuable to more accurately tailor
marketing materials toward that segment.
By enabling companies to target specific groups of customers, a customer segmentation model
allows for the effective allocation of marketing resources and the maximization of cross- and upselling opportunities. When a group of customers is sent personalized messages as part of a
marketing mix that is designed around their needs, it's easier for companies to send those
customers special offers meant to encourage them to buy more products. Customer segmentation
can also improve customer service and assist in customer loyalty and retention. As a by-product
of its personalized nature, marketing materials sent out using customer segmentation tend to be
more valued and appreciated by the customer who receives them as opposed to impersonal brand
messaging that doesn't acknowledge purchase history or any kind of customer relationship.
Target Customers:

The Businessman
Couples
High-end Singles
Family
Tourists

D. Marketing Objectives
Marketing objectives are goals set by a business when promoting its products or services to
potential consumers that should be achieved within a given time frame. In other words,
marketing objectives are the marketing strategy set in order to achieve the overall organizational
objectives. A company's marketing objectives for a particular product might include increasing
product awareness among targeted consumers, providing information about product features and
reducing consumer resistance to buying the product. When setting objectives, it is very important
to ensure that they are specific, measurable, achievable, realistic and time-specific - or SMART
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for short. The SMART approach allows a supervisor to effectively manage the marketing
activities and be able to determine how successful new objectives will be.

Increase sales
Build brand awareness
Grow market share
Launch new products or services
Target new customers
Enter new markets internationally or locally
Improve stakeholder relations
Enhance customer relationships
Improve internal communications
Increase profit

E. SWOT Analysis
Strengths

Economies of sales
Varieties of food of the Cuisine
Large numbers of target customers
Catering to a wide range of people
Place of the restaurant

Weaknesses

High cost of operation


Not from a known group
Pricing
Competition
Difficulty in obtaining licenses

Opportunities

New restaurants in other parts of the city


Offer greater variety
High growth in the Hospitality industry and Tourism
Rising standard of living

Threats

Other concepts of other restaurants


People may be restrictive
High attrition rate

F. Continuously Satisfying Customer Strategy


Customer Expectations
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Customer expectations are continuously increasing. Brand loyalty is a thing of the past.
Customers seek out products and producers that are best able to satisfy their requirements. A
product does not need to be rated highest by customers on all dimensions, only on those they
think are important.
Customer Satisfaction a Critical Component of Profitability
Exceptional customer service results in greater customer retention, which in turn results in higher
profitability. Customer loyalty is a major contributor to sustainable profit growth.
Giving More for Less
"What do your customers really want? More for less, of course! They want more value, more
service, more consistent delivery, more accuracy, and ever more responsiveness and, they want
to pay less for this more, along with less hassle, less bureaucracy, and less sales pressure,"
says Andrew Spanyi.6 "Unless you can provide your customers with more for less, you can be
assured they will find someone else who can, and sooner rather than later."
Getting Right Customer Feedback
Customer connection comes from customer intimacy, involving customers, partnering with
them. Partnering with customers represents your firm's "capacity to anticipate what customers
need even before they know they need it.
Process-managed Enterprise
A process-managed enterprise supports, empowers and energizes employees, encourages their
initiative, enables and allows its people to perform process work. "Process work is work that
is focused on the customer, work that is directed toward achieving results rather than being an
end in itself, work that follows a disciplined and repeatable design. Process work is work that
delivers the high-level of performance that customers now demand
Sales Force Performance Strategy
Sales forces drive revenue for their employers by actively seeking out and engaging customer
prospects. Sales can be described as the most personal branch of the marketing function, as
salespeople often work directly with customers, either face to face, over the phone or in online
sales chat. Sales force objectives and strategies are mainly concerned with boosting companies'
top-line revenue growth but may also strive to reduce marketing costs and increase profitability.
Sales Growth
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The most basic of sales force objectives is to raise the total sales numbers in each period,
generally each week, month or quarter. Sales forces record the number of customers served daily,
and sales managers view detailed reports displaying trends in daily sales volume.
An example of a strategy used to achieve a revenue growth objective is to institute a commission
compensation program for salespeople in addition to base salaries. This can motivate salespeople
to push themselves harder to beat their personal sales records.
Sales Force Turnover
The sales component of marketing can experience one of the highest employee turnover rates of
any area of business, as new salespeople are often ill equipped for the stresses and demands of
the job. One possible objective of sales forces is to continually reduce their level of employee
turnover, which can increase sales productivity and reduce training costs.
Two possible strategies to achieve this objective include rewriting job postings to make sure job
applicants fully understand the nature of the work, and adding stress and conflict management
role-playing scenarios to new-hire training programs.
Repeat Customers
Repeat customers can be a company's most profitable customers. One possible objective of a
sales team is to increase the number of sales made to existing customers compared to first-time
buyers.
Customer-relationship management or CRM strategies can help to achieve this objective,
strengthening relationships with customers and turning repeat customers into champions for the
brand.
Up-Sell Strategies
In settings where customers come to salespeople, such as retail outlets and inbound call centers,
sales forces commonly have an objective of increasing the average total amount of each
transaction through a technique called up-selling. Up-selling is the art of strategically suggesting
one more item to compliment what a customer has already ordered. While up-selling can
contribute to the sales growth objective mentioned above, it can also reduce inventory holding
costs, reduce inventory cycle time and boost profitability.
Sales team competitions with rewards that employees actually want can motivate team members
to try up-selling with each customer and to be more strategic in their up-selling pitches.

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IV.

MANAGEMENT ASPECT
A. Management Ownership
The strength of our management staff will lead us to success. We have assembled a team

that embraces different disciplines, accomplished professionals with expertise in all areas of the
business including marketing and restaurant management.
The owners; Patricia Anne Borja who has considerable experience in culinary arts in
Italy, Jhara Demafelis who was known as a Chef in Japan together with their food loving friends
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here in the Philippines; Cherry Bless Reyes, Myrene Mamangon, Janah Nasol, and Ashera
Baquirin will work for the success of Italianese restaurant and to make it grow even further.
The General Manager Patricia Anne Borja Manages the entire restaurant operation;
responsible for running a profitable and successful business.
The skilled executive chef Jhara Demafelis together with his/her assistant chef will
ensure to provide nutritious, safe, eye-appealing, properly flavored food. Maintains a safe and
sanitary work environment for all employees. Other duties include menu planning, budget
preparation, and maintenance of payroll, food cost and other records. Specific duties involve
food preparation and establishing quality standards, and training employees in cooking methods,
presentation techniques, portion control and retention of nutrients.
The Kitchen Manager Raizza Reyes, supervises and coordinates activities concerning all
back-of-the-house operations and personnel, including food preparation, kitchen and storeroom
areas. Hires, discharges, trains, and evaluates back-of-house personnel. Purchases or requisitions
food items, supplies and equipment. Plans or participates in menu planning and food production
and apportions meat, vegetables and desserts, as well as food surpluses, to control costs.
Supervises food preparation personnel to ensure food adheres to standards of quality to maintain
cleanliness or kitchen and equipment. May meet with clients to plan special menus.
The food and beverage manager Myrene Mamangon, oversees management, budget and
operation of the foodservice outlet, catering services and kitchen, and maintains liaison with
sales department to ensure maximum profitability.
The marketing director Cherry Bless Reyes, will be responsible for overseeing all the
marketing operations and planning of the marketing and advertising campaigns. She will be an
effective manager in terms of both budget and creative process.
The financial manager Janah Nasol, will take care of all financial issues including sales,
budgeting and bookkeeping.
The Matre d'hotel, Ashera Baquirin, manages the dining room; trains, schedules and
supervises servers, hosts and bus people.

B. Organizational Structure
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C. Type of Business Ownership


Italianese Restaurant is a partnership type of business ownership owned and operated by Patricia
Anne Borja together with Jhara Demafelis, Cherry Bless Reyes, Myrene Mamangon, Janah
Nasol, and Ashera Baquirin. The advantages of a partnership include ease of organization -simply creating the articles of partnership; combined knowledge and skills -- using the strengths
of each partner for better business decision-making; greater availability of financing; and very
little government regulations.
D. Location and Business facilities
As a restaurant, we want to put up our business into a much commercialized place that is
appropriate for people to go there. Weve considered the capital city of the Philippines, Manila.
Specifically, it is situated at A. Mabini Street Malate, Manila. It is near Malate Church and Hyatt
Hotel.
The atmosphere is a family dining establishment. Inside our restaurant, we want our guests to
enjoy and feel the Italian and Japanese culture while eating.

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E. Business Requirements
Get a certificate of registration for the business name in:

Securities and Exchange Commission (SEC) for partnerships or corporations

After getting the certificate of registration, visit the following offices:

Barangay Hall secure a barangay clearance to operate the business

Local Government Unit (LGU) visit the municipality or city hall office and process
the business permit

Bureau of Internal Revenue (BIR) apply for a business taxpayer identification


number (TIN), register your books of accounts, point-of-sales (POS) machines and
receipts

Register employees to the following agencies:

Social Security System (SSS) secure an SSS number for yourself and your employees
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Department of Labor and Employment (DOLE) for businesses with five workers or
more, register your business with DOLE

Home Development Mutual Fund (HDMF) as required by RA 7742, SSS members


earning at least P4,000 a month must be registered with HDMF. This agency administers
the Pag-Ibig Fund.

Philippine Health Insurance Corp. (PhilHealth) all employers of are required to


register their employees to this agency as stated in the New National Health Insurance
Act (RA 7875 / RA 9241). PhilHealth manages and administers the government health
care system.
F. Manpower Requirements

Managers
Before drafting a business proposal, it is vital for an entrepreneur to organize his management
team and advisers or seek the services of a consultant. He should conduct a meeting to discuss
current ideas and the economic trends of the business; what measures should be undertaken to
improve the business; and what risks and benefits are likely to result from the business proposal.
This meeting of minds should result in the objectives of the plan and what concepts will make up
the proposal.

Functions and Objectives


This business proposal needs to state what the business aims to achieve and the timeline set to
achieve the objectives. This also includes the types of goods or services offered by the business
and the unique aspects that set them apart from other similar businesses. Additionally, the plan
should determine the operation hours of the business.

Finances

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Finances determine the ability for the business to achieve the provisions of the business proposal.
In the case of an established business this entails an assessment of the current financial status of
the business including sales, losses and investments. The plan should also approximate the
financial requirements of the business and the sources to obtain the finances.

Personnel
The business plan should describe the manpower required to implement the provisions of the
plan, employees' level of expertise and their responsibilities. For an established business, the
plan should present whether there is a need for new employees or a change in the hiring,
placement or training methods of new and existing employees. Having an efficient human
resources team largely influences the success of the proposal.
Infrastructure and Equipment
The infrastructure in terms of buildings and the layout is essential for a start-up business plan.
Additionally, the equipment required in the business for example, electronics for the personnel.
For an established business, the plan should describe what equipment needs updating or
replacement to achieve the plan's objectives.
Marketing Strategy
Marketing is important for both start-up businesses and established businesses to enable growth
of the client base and maintain the loyalty the existing customers. A business plan should
describe the marketing strategy by pinpointing the target group and setting up a strategy to
interest group members in the business's goods or services.

V.

PRODUCTION AND TECHNICAL ASPECT


A. Production and Technical Process
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We at Italianese Restaurant, promise to serve good and quality products.


That is why every step in the food production will be monitored
carefully. Upon the purchasing the goods, every piece will be carefully
and strictly examined. Delivery of raw products will be checked for right
expiration date and quantity. Then these products will be stored in large
walk-in freezer. Proper storage of food immediately after it has been
received and checked is an important factor in the prevention and
control of loss or waste. In the preparation of the food, the recipes will be followed strictly.
Italianese Restaurant will implement 100% compliance
of the procedure and sanitary requirement. Assigned
quality control will check each stage of processing. The
following are some of the guidelines in the production
of the food.

Observe proper hygiene at all times


Observe the correct positioning of the

ingredients.
Always use appropriate instruments, machines and equipments in food production.
Observe cleanliness.
B. Products and Services
Appetizer

Caprese Appetizerbite-sized skewers


of mozzarella
cheese, fresh basil
and tomatoes.

Price: 100Php

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Ginger Shrimp-The
Asian spices in this
make-ahead
appetizer pair nicely
with a dry
champagne.

Price: 150 Php

Soup
Creamy Italian
White Bean SoupHearty and healthy
soup. Serve with
grated Parmesan
cheese.

Tonjiru- Miso Soup


with pork and a lot
of root vegetables
such as Gobo and
carrot.

Miso Soup with


Onion and Potato

SumashijiruJapanese clear soup


also called

Price:130 Php

Price: 150 Php

Price: 100Php

Price: 130 Php

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SuiRestaurant.broth
from the
combination of
Kombu dried kelp
and Katsuobushi
dried bonito flakes.

Main Dish

Porchettatraditional porchetta
roast.

Chicken Scallopiniusing a chicken


demi-glace, a very
concentrated and
flavorful sauce base.

Price: 350Php
(Single Serve only)

Price: 320Php
(Single Serve only)

Roast Chicken with


Rosemary- a whole
roasted chicken with
onion and fresh
Rosemary.

Price: 320Php
(Single Serve only)

Menchi Katsudeep-fried ground

Price: 280Php
(Single Serve only)
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meat patties with


chopped onions and
seasonings

Yakitori- grilled
skewered chicken
dipped in a
Teriyaki-like sauce.

Price: 310Php
(Single Serve only)

Pasta/Noodles
Beef Parmesan with
Garlic Angel Hair
Pasta-angel hair
pasta with
garlic,butter,
Parmesan and
parsley.

Meaty LasagnaMushrooms, onions


and ground beef in a
pasta sauce layered
with cottage cheese,
ricotta cheese and
Parmesan cheese.

Shoyu Ramen-Lush
pork, toothsome
noodles, and a
heady broth you
can't stop slurping.

Price: 150Php
(Single Serve only)

Price: 180Php
(Single Serve only)

Price: 250Php
(Single Serve only)

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Tonkotsu made of
pork bones which
have been boiled
down until they
dissolve into a
cloudy white broth.
The thick, creamy
soup is also flavored
with chicken broth
and pork fat.

Price: 250Php
(Single Serve only)

Side dish

Eggplant Slices,
Tomatoes, and
Mozzarella-The
eggplant can also be
served cold

Sauteed Swiss
Chard with
Parmesan CheeseLemon and
Parmesan cheese
season this simple,
tasty for Swiss
chard on your
stovetop.
Hijiki No
NiRestaurant-Hijiki
is a type of seaweed
and is very
nutritious. It is full
of nutrients like
fiber, vitamins and
minerals, especially
having a lot of iron

Price: 150Php

Price: 100Php

Price: 180Php

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Desserts
Classic TiramisuClassic Italian
dessert made with
ladyfingers and
mascarpone cheese.

Price: 170Php

Panna Cotta traditional and


delicious Italian
custard. Serve with
warm hot fudge
sauce and fresh
raspberries on top.

Price: 130Php

Mochi -a sticky rice


cake used both in
savory and sweet
dishes. Mochi is
usually made from
sweet rice

Price: 150Php

Matcha Ice cream


Green tea flavored
ice cream

Price: 130Php

Beverages

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Brewed Coffee
Black Coffee
Cappuccino
Machiatto

Price: 100Php

Iced Tea
Green Tea
Apple
Lemon

Price: 65 Php

Soft Drinks
Coca cola
Mountain Dew
Coca cola Diet
Sprite

Price: 120 Php


(Per Pitcher)

Catering services
Italianese Restaurant makes every event a celebration. From weddings to business parties to
cocktail gatherings, we offer customized catering to fit your taste, budget and group size. You
can have your delicacies delivered or hire our sushi chefs to set up a sushi bar in your home,
office or any locations. We can customize your menu from basic to chefs choice creations.

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C. Project Size
The ItalianeseFinding restaurant is considered an upscale one because it requires a huge amount
of capital to be invested. It will also provide many jobs for employees in order to offer a high
output.

VI.

FINANCIAL ASPECT

Italianese Restaurant has prepared the following financial statements for a three year projected
period. Income Statement, Balance Sheet, Cashflow Statement. Also included in the financial
statement is the Breakeven Analysis.

Italianese Restaurant requires a total of Php15,000,000 to start the business. Costs included in
this plan are on the basis of industry trends. The planned start-up cost is mostly for the expensed
equipment, furniture, painting, reconstruction, rent, start up labor, legal, and consulting costs
associated with opening Italianese Restaurant.
The 8 owners are personally committing Php7,000,000 of capital with equal shares of
Php1,000,000 each , plus a Php8,000,000 loan guaranty to start up the company. We expect to
pay off the debt totally within three years.
Important Assumptions:

Meal Price range from Php200-Php450

Average lunch price: Php200

Average dinner price: Php350

The restaurant is located in the A. Mabini Street Malate, Manila, and is comprised of 100
square feet.

The dining room will be comprised of 14 tables with a seating capacity of 68 seats.
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The restaurant will employ 10 employees

Php860,000 -Php1,200,000 revenue target

Annual 3% increase for inflation and 5% annual increase in revenues

Year 3 Assumes Catering Business in Place. Assumes 4 parties monthly at Php500 per
plate and at 50 persons. Catering will escalate to 8 parties monthly in month 30 and then
10 parties monthly thereafter. Also assumes additional increase in staffing.

A. Sources of Financing
Ordinary (Equity) Shares
Owners of the business plays a big role especially when it comes to financial aspects. Owners
must equally provide their shares in the same amount of money for the business to be started. It
is made equally so that it will be fair for everybody. If the funds are still not sufficient for it to
start up, bank loans should be considered.
Government Sources
Bank loans have an increasing role for corporate activities. In most countries, bank loans are the
main source of financing for small and medium-sized enterprises. This is an option if the
collected funds from the owners are insufficient. The mode of payment to this will be lasting for
3 to7 years.
B. Projected Cost
Sections
Rental cost
Decorating cost
Equipment
Dining Supplies
Furnitures
Telephone
Wages
Utilities
Equipment maintenance
Internet fee
Taxes

% of Build Cost
14.29%
12.86%
10.71%
12.86%
10.71%
0.71%
8.57%
3.57%
5.71%
1.07%
7.14%

Budgeted Cost
Php3,000,000
Php1,800,000
Php1,500,000
Php1,800.000
Php1,500,000
Php100,000
Php1,200,000
Php500,000
Php800,000
Php150,000
Php1,000,000
26

Office Supplies
Advertising
Misc. Materials
TOTAL

1.07%
7.14%
3.57%
100.00%

Start-Up Expenses
Graphic Logo and Name Creation
Permits + Lease Deposit
Contingency
Outdoor Sign
Building Improvements
Working Capital
Pre Opening Expenses
Total Start-Up Expenses
Start-Up Assets
Artwork
Walk In Cooler
Commercial Dishwasher with Sink in Table
Reach in Stainless Steel Freezers (2)
Stainless Steel Cold Station
Ice Maker with Storage Bin
Stainless Steel Hood with Exhaust
3 Door Reach In Beverage Cooler w/Glass Door
Kitchen Small wares
Six Burner Restaurant Range (2)
Chrome Shelving Systems (6)
Reach In Coolers (4)
Stainless Steel Work Tables (3)
Hutch for Stainless Steel Table (2)
Liquid Fire Protection System
Stainless Steel 3 bowl sink
Liquid Fire Protection System
Stainless Steel 3 bowl sink
20 wood round / oval tables
86 bleached wood Caf Chairs
20 track lighting
Table cloths , napkins
Art, Dcor
Fireproof Safe
Cash register + POS System

Php150,000
Php1,000,000
Php500,000
Php15,000,000

Amount
Php
Php
Php
Php
Php
Php
Php
Php

Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
Php
27

Ofc PC
Total Start-Up Assets

Php
Php

Total Required Start-Up Costs

Php

C. Financial Analysis
Income Statement
Income
Sales
Cost of Goods Sold
Gross Profit
Expenses
Accounting / Legal
Bad Debts
Shrinkage
Credit Card Fees
Insurance
Miscellaneous
Payroll Taxes
Permits and Licenses
Rent
Salaries
Total Expenses
Net Profit

Year 1
Php2,028,422
(Php402,113)
Php1,626,309
Php120,000
Php85,711
Php40,000
Php30,568
Php75,000
Php94,112
Php63,000
Php45,356
(Php2,000,000 )
Php969,987
Php3,523734
Php-1,897,425

D. Sales and Breakeven point in Peso


Total fixed costs associated with the restaurant are Php_______ and represent the annual
expenses. The variable cost is estimated to be Php200 per meal. Based on the assumption
of Php500 as the average meal price, the breakeven revenue then is Php________ or
_______meals (units). This is further depicted in the Table Below and the Graph that
follow:

28

Net
Net
Units
Revenue
Fixed Cost: Php669,186.01
Variable Cost: Php200
Number of Units: 13,934
Avg. Unit Price: Php450
0
13,934
27,867
41,801
55,734
69,668
83,601
97,535
111,468
125,402
139,335
153,269
167,202
181,136
195,070
209,003
222,937

Fixed
Cost

$0
$158,424
$316,849
$475,273
$633,697
$792,122
$950,546
$1,108,970
$1,267,395
$1,425,819
$1,584,243
$1,742,668
$1,901,092
$2,059,517
$2,217,941
$2,376,365
$2,534,790

Annual Sales Forecast


Sales
Food and Beverage
Revenues
Additional Revenues
Total Sales
Controllable Costs
Cost of Goods Sold
Payroll
Total Prime Cost
Controllable Profit

Variable Cost

$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186
$669,186

$0
$62,826
$125,653
$188,479
$251,306
$314,132
$376,958
$439,785
$502,611
$565,438
$628,264
$691,090
$753,917
$816,743
$879,570
$942,396
$1,005,222

Year 1

Total
Cost

Total
Profit

$669,186
$732,012
$794,839
$857,665
$920,492
$983,318
$1,046,144
$1,108,971
$1,171,797
$1,234,624
$1,297,450
$1,360,276
$1,423,103
$1,485,929
$1,548,756
$1,611,582
$1,674,408

Year 2

-$669,186
-$573,588
-$477,990
-$382,392
-$286,794
-$191,196
-$95,598
$0
$95,598
$191,196
$286,793
$382,391
$477,989
$573,587
$669,185
$764,783
$860,381

Year 3

Php2,028,4
22
Php48,888
Php2,077,3
10

Php3,079,8 Php4,133,8
43
35
Php81,600 Php102,000
Php3,161,4 Php5,235,8
43
35

Php402,113

Php414,17 Php426,602
6
Php923,05 Php940,027
7
Php1,337,2 Php1,366,6
33
29
Php1,824,2 Php3,869,2
10
06

Php969,98
7
Php1,372,1
00
Php705,21
0

29

VII.

SOCIOECONOMIC ASPECT

A. The Firm and Cultural Changes

Restaurants are generally classified as independents but in the last decade rapid growth of the
high end dining establishments in the full service segment have emerged resulting a lot of
varieties of

restaurants for the consumer. But dealing with economical factors, change in

customer preferences and strong competition. Italianese Restaurant will prove the strength of the
company with overall success. Leaders of the company will use its competitive capabilities and
resources with reasonable and fair adjustments in order to stay true to the tradition and culture of
Italianese Restaurant, obtain the profits, expand nationwide.
Italianese Restaurant believes that dining experience is one of the highlights inside a restaurant.
In fact, very often food and dining are spoken of, not separately, but together.
Food. Dining. Eating. Whats for dinner? Lets eat. Lets go out for dinner.
That was sooo good.
This is the experience of food and dining. This is the experience of most people in the world
wants. Pioneer and Culture Change Leader Linda Bump encourages excellence in dining
experience and says in order to do that, a restaurant must provide:
Choice the choice of what to eat, when to eat, where to eat, who to eat with, and
how leisurely to eat. True choice, not token choice. Choice of beverages, breads,
desserts. Choice of service style, whether waited, selfselected, buffet or family style.

Quality Service -Relationships are the key to quality and relationships are the key to quality
service in finedining. Knowing the customer, their choices, their preferences, and their daily plea
sures in dining results in service that encourages optimal intake. Relationshipbased service is se
rvice from the heart.

30

It takes a lot of effort, work and knowledge to maintain a position in the midscale segment of the
industry. Despite all power and position on the market there is still big room for improvement.
When faced with economic downturn the company will respond by adjusting the menu and
offering alternatives, and when situation is turning around, it is time to pay close attention to the
demographics and their needs. For the younger people that are the most frequent visitor at the
restaurants would be good idea of developing bar/lounge concept with special offerings of the
restaurant. With increase of business travel and consequently business people traffic Italianese
Restaurant should consider to move the restaurants closer to the guest, by that I mean to open
restaurants in new trendy hotels that attract younger generation. For the expansion of the
business, Italianese Restaurant has to focus on the local market and consider opening more
locations in developed cities. Franchise option or joint venture could be appropriate move in
order to balance the knowledge of market and regulations of that particular city with the
experience and assets of the company as well as facilitate the resource and risk sharing.

B. SOCIAL RESPONSIBILITY

The Italianese management puts its social responsibility into practice by shopping locally as
much as possible and buying from small businesses, local manufacturers or local firms.
Italianese started the business with the intention of running it as a globally responsible business.
Environment - because the focus of the
business is serving Italian and Japanese cuisine,
it naturally led the management to think in
terms of sustainable agriculture to help the
environment as well as the local people. The
management of Italianese Restaurant knew that
where food is concerned, buying from organic
local farms/manufacturers results in better
product and in a product that is better for the environment.

31

When it comes to engaging customers in the Italianese Restaurants socially responsible business
practices, the Italianese has an advantage in that many of its clients in the Malate, Manila are
already socially responsible and open-minded. A commitment to producing sustainable
agriculture is an opportunity for Italianese positively impact one of the most important issues
facing our world today. We lay claim to the motivational tagline: We buy the best products, our
clients gets the best quality, we support sustainable living, and make money to keep the cycle
going. (Chambers 2013)

Local Community - Giving back is a strong part of the Italianese restaurant culture. Each year
Italianese restaurant will be supporting charities and philanthropic organizations through
corporate donations and sponsorships to encourage healthy, active lifestyles and help make the
world a better place. Our restaurant team will also be active in the local community and we plan
to take an active role by participating, sponsoring, and donating to local churches, sports clubs
and teams in the market area.
Partnership with Suppliers - When it comes to choosing suppliers or vendors, Italianese gives
high priority to shared values and origin when buying products. For us, it means buying
ingredients that are organic and local whenever possible. Most of the producers and businesses
that we partner with share the same socially responsible values that the Italianese does, and that
makes the job easier. Through shared mentality, the Italianese forms a network bigger than itself
and it does not only cultivate a healthy society, but it also makes for healthier food, planet and
individuals. Italianese also reaches out to interested customers through its website: By forming
direct connections between farmers and the market we are strengthening local economies,
providing access to affordable food and establishing supply chain transparency.
To conclude aside from supporting local businesses directly and indirectly, Italianese gives
services to various local fundraisers, and donates time to charity. It also incorporate planetfriendly actions in its business activities in several ways. As already mentioned, we make appoint
for choosing local, organic, sustainably produced food all of which help reduce it and its
customers carbon footprint. Italianese makes sure that everything that can be recycled is
recycled.
32

VIII. REFERENCES

http://smallbusiness.chron.com/importance-training-development-workplace-10321.html
http://smallbusiness.chron.com/importance-teamwork-work-11196.html
http://ctb.ku.edu/en/table-of-contents/structure/hiring-and-training/training-programs/main
http://scholarsarchive.jwu.edu/cgi/viewcontent.cgi?article=1008&context=mba_student
Small Business, Big Change: A Microentrepreneur's Guide to Social Responsibility
By Susan Chambers
https://www.atkearney.com/consumer-products-retail/rethinking-supply-in-food-andbeverage/detail/-/asset_publisher/AyZfLYRGRBWI/content/rethinking-supply-in-food-andbeverage/10192
http://www.myaccountingcourse.com/financial-statements/
http://smallbusiness.chron.com/financial-aspects-business-4068.html
r Marietta Reyes, for giving us the opportunity to do a Business Plan research and providing
invaluable guidance throughout this research. The dynamism, vision, sincerity and motivation
that you have shown have deeply inspired us in doing the business plan. It was a great privilege
and honor for us to work and study under your guidance. We are extremely grateful for what you
have offered us. We would also like to thank him for his friendship, empathy, and great sense of
humor.
Finally, our thanks to all the people who have supported us to complete the research work
directly or indirectly. Our great teamwork and cooperation have made this research easy yet
enjoyable.

33

C. TABLE OF CONTENTS

I.

PRELIMINARIES
G. Title

H. Acknowledgement

I. Table of Contents.3
II.

TEXT
A. Executive Summary 5
i. Overview of the entire Business Plan 5
B. Introduction 6
i. Historical background7
ii. Mission and Vision 8
iii. Goals and Objectives 9

III.

IV.

MARKETING ASPECT
A. Marketing Objectives 10
B. Environmental Analysis
10
C. Customer Segments 11
D. Proposed Marketing Programs (4Ps)
MANAGEMENT ASPECT
A. Management Ownership
15
B. Organizational Structure
16
C. Types of Business Ownership 16
D. Location and Business facilities
E. Manpower Requirements
17

11

17

V.

PRODUCTION AND TECHNICAL ASPECT


A. Production and Technical Process
19
B. Services
20
C. Project Size 23

VI.

FINANCIAL ASPECT
34

A. Major Assumption Used


24
B. Projected Financial Statement25
C. Financial Analysis
27
VII.

SOCIOECONOMIC ASPECT
A. Firm and Cultural Change
28
B. Social Responsibilities
29

VIII. REFERENCE

33

35

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