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MARKET INFORMATION
Market Study
business at an affordable price to its target customers who are mainly students and
professional workers that are studying or working near Study Haven. Most of them are
sweet-toothed and into trendy foods that can easily catch their attention thus, the
service aims to satisfy the needs and wants of the target market.
complete satisfaction towards the consumers that will lead to a great selling opportunity
to Study Haven.
Nowadays, cafs are really one of the best places to go, for students and adults
because they always find and in need of areas to study and relax at the same time. We
Study Haven is made so that group discussions, company meetings or even individual
studying can take place in a relaxing but exciting place where certain beverages and
I. Market Size
Study Haven caters individuals who want to get their daily sip of fresh ideas and
discover new knowledge. Our target customers are both male and female between 16
years old and above, high school and college students, professional and non-
professional workers, unemployed and with any religious affiliations that are residing
within the vicinity of Brgy. San Isidro, Antipolo City that is located in the Province of
Rizal, Region IV-A wherein our target market is 74,807 which is 68% of the total
population of 120,656 as of the year 2016. We have identified the number of our target
market through the individuals in the age group of 16 years old and above.
Furthermore, high school and college students, and even individuals who are
studying, conducting meetings, and special commitments, where they can read or meet
Table 1
Historical Population for the last five (5) years
Year Population
2016 74,807
2015 79,748
2014 73,687
2013 67,626
2012 61,565
The table above shows the total population of Brgy. San Isidro, Antipolo City
based on the age cluster gathered from the Philippines Statistics Authority for the last
Percent (Straight-Line) Growth Rates method was used to compute the Annual
Calculate the percent change from one period to another using the following
formula:
Percent Change = 100 (Present or Future Value Past or Present Value) / Past or
Present Value
= 21.50
= 21.50 / 5
Previous Projected
Previous Year Year
Population Population
2016 74,807 2017 78,023
2015 79,748 2018 81,377
2014 73,687 2019 84,876
2013 67,626 2020 88,525
2012 61,565 2021 92,331
To get the projected population for the succeeding years, the formula is shown
below:
determine the number of respondents within the target market. The formula is shown
below:
Wherein:
n = number of respondents
e = margin of error, 5%
demographic profile and some questions answerable by yes or no and multiple choices.
The answers gathered from the respondents were tabulated and analyzed for data
Number of Individuals
Annual Demand
Number of Served per day
Year
Competitors
Competito Competitor Competito Competitor
r1 2 r1 2
2016- 2017 2
2015-2016 2
2014-2015 2
2013-2014 2
2012-2013 2
Table 2
Annual volume of demand of competitors for the past five years
Table 3
Projected annual demand of the services for the next five (5) years
Year Population
2020-2021
2019-2020
2018-2019
2017-2018
The projected demand of the services based on population was estimated below.
Year Demand (Services)
2021-2022
2020-2021
2019-2020
2018-2019
2017-2018
III. Price
Pricing
Study Haven is planning to sell their product for fifty-pesos per serving. Compare
to the other sellers, it offers a lowest price but still give a satisfying quality to their target
market. This would be a great advantage from the other competitors for we offer
different flavor with a twist yet sell it in affordable price.
Sales Projection
Year Sales
2017
2018
2019
2020
2021
CHAPTER 4
Management Information
by means of books while "Haven" is a place where you are protected from danger. So
Study Haven come up with its name because the founders want the customers to feel
the assurance within the vicinity of the Cafe far from the chaotic world and Study Haven
wants their patron to be at ease during their time of studying by providing a bracing
atmosphere and tranquility that will soothe them during the rest of the stay.
Company Logo
The name of our business is Study Haven Caf. Aside from being a place to
study it is also a caf, where we offer coffee, hot and cold beverages, and even
pastries. As you can see, the name Study Haven it is somehow enclosed in a
rectangular shape where it has four (4) corners and these corners symbolizes a room
just like in a classroom this is where we have developed our knowledge and like in our
concept it is the continuation wherein you could nurture and expand your knowledge
with the help of our place- peaceful, positive ambiance and a time to relax your mind.
This is also anchored with the three (3) circle at the bottom of it the SIT, SIP, STUDY.
These 3 simply summarizes what our place could offer, entering in Study Haven all you
have to do is just have a sit in your chosen and preferred space, take a sip of your drink,
and have your most comfortable position to study while having some relaxation. This is
basically what our logo/symbol means. We have decided to make it simple yet
meaningful.
Vision
Mission
To be able to provide a nurturing area for ideas, knowledge-sharing and a home
Management Study
I. Planning
package areas that is best for students who wish to expound their knowledge
or to make new learnings and professionals who seeks for a place to conduct
their conferences so that we could help them lessen the lead time of doing
the assigned task for the customers. The Cafe will also offer our clients the
choice of sitting with their laptop, book, magazine or newspaper. Some books,
magazine and newspaper will be available for clients free of charge to further
enhance the relaxing atmosphere that is greatly desired. The Cafe is open for
customers who are willing to donate books and other reference but not for
trading. There will be variety of bakery goods from local bakery and vendo
machine for beverages. The company will look to source their products from
local merchants. Such merchant will be pastries from (insert supplier). Study
Haven could spread the good word about the cafe by making a Social Media
Group, post online about the Shop and invite famous Guest during the grand
Product Positioning
Study Haven have equip amenities such as free Wi-Fi, board games,
service and the quality of the product will be commensurate with the price.
paper works.
Source of Funding
II. Organizing
the working manager, make sure that we designate the right task for the
have this saying from Kevin OConnor that having a great idea isnt
everyone to shout out possible solutions and write down all the ideas
forgetting about the skills when hiring but focus with the raw intelligence
they acquire and who are willing to learn quickly. Because we can always
III. Influencing
Nowadays, in the business field people are using different ways and
strategies on how are they going to direct its people. Leading your people in a
Remember that your employees are your most important asset. What you
make of them depends on how you treat them, how you manage them and
like our employees to develop their skills by encouraging them to share their
is not only through money that you can boost and motivate your people.
believe that this would reflect on how are we towards to our customers.
IV. Controlling
After carefully planning your business. How you will manage should be your
focus for this would be your most vital tool to effectively operate your
business. We, the owners of Study Haven Cafe will be hands-on in managing
our business. Aside from being the owners, we will also be the managing
operators and be the employees as well since we're just starting-up. And
when it comes to financial aspect we can only maximize and utilize our capital
to the best of it and as much as possible avoid things that would only increase
there's a need to employ more that's the only thing that we'll make an
the greater the possibility that this would be successful because if in case that
easily identify those and make an immediate action to fix it. Managing or
controlling your business is not an easy job, you have to implement rules and
see to it that your business objectives are aligned with what you and your
employees are doing. The employees are your biggest asset and know how
its happy vibe in the company and most importantly towards to customers.
General
Manager
Human
Financial Operations Marketing
Resource
Manager Manager Manager
Manager
Service Crew 2
Security Guard
JOB DESCRIPTION
Conducts recruitment effort for all exempt, nonexempt and temporary workers;
writes and places advertisements; works with supervisors to screen and
interview candidates; conducts reference checking; extends job offers;
conducts new-employee orientations; monitors career-path program and
employee relations counseling; conducts exit interviews.
Implements and annually updates the compensation program; rewrites job
descriptions as necessary; conducts annual salary surveys and develops merit
pool (salary budget); analyzes compensation; monitors the performance
evaluation program and revises as necessary.
Develops, recommends and implements personnel policies and procedures;
prepares and maintains handbook on policies and procedures; performs
benefits administration to include claims resolution, change reporting,
approving invoices for payment, annual re-evaluation of policies for cost-
effectiveness, information activities program and cash flow.
The marketing manager manages the day to day marketing activities of the
organization and long term marketing strategy for the company.
Responsible for counting the contents of cash register drawer at the end of
each shift, maintaining receipts, records and withdrawals. May be responsible
for checking materials and supplies and reporting when stock is low.
Friendly and positive with great customer service abilities, ability to multi-task,
and great speed of service
Receive payment by cash, check, credit cards and provide receipt.
Count money in cash drawers at the beginning of shifts to ensure that amounts
are correct and that there is adequate change.
Greet customers entering establishments.
Maintain clean and orderly checkout areas.
At least have a good communication skills and would be able to tolerate
different kinds of customers.
Strong will of jolly personality to provide good interaction with the customers.
Compute and record totals of transactions.
Sort, count, and wrap currency and coins.
Monitor and authorize entrance and departure of employees, visitors, and other
persons to guard against theft and maintain security of premises.
Answer alarms and investigate disturbances.
Circulate among visitors, patrons, and employees to preserve order and
protect property.
Answer telephone calls to take messages, answer questions, and provide
information during non-business hours or when switchboard is closed.
Write reports of daily activities and irregularities, such as equipment or property
damage, theft, presence of unauthorized persons, or unusual occurrences.
Legal Requirement
SEC Registration for registering as a partnership or corporation
DTI Registration for registering your business trade name
Mayors Business Permit for getting the license to operate in the city or
municipality and payment of your local business taxes
BIR Registration for getting TIN, official receipts and invoices, registering your
books of accounts, and paying your national internal revenue taxes (Income tax, VAT or
Percentage Tax, Withholding Taxes, etc.)
SSS, Phil Health, and Pag-Ibig Fund Registration for registering yourself or
company as an employer and for remitting your employees contribution together with
your employers share.
The following are the basic requirements to start commencing your business in
the Philippines:
1. SEC (Securities and Exchange Commission) Registration this is for registering
the business if it is partnership or corporation.
2. Mayors Business Permit this is for getting the license to operate in the city or
municipality where your business is located and payment of local business taxes.
3. BIR Registration For getting the TIN, official receipts and invoices, registering
your books of accounts, and paying your national internal revenue taxes (Income
tax, VAT or Percentage Tax, Withholding taxes, etc.).
4. SSS, PhilHealth and Pag-IBIG Fund Registration this is for the registration of
yourself or the company/business as an employer and for remitting your
employees contribution together with your employers share.
FORMS OF OWNERSHIP
Corporation is the type of business that Student Haven is engaging. This requires legal
registration to the following agencies and departments for the legalization of the
business.
MANPOWER REQUIREMENTS
It is very vital in all business organization to know their manpower requirements
to operate systematically and effectively at all times. It will help also to determine the
capacity or capabilities of the employees to fit in the flow of business as well as to have
a clear duties and responsibilities.
Hiring/Employment Process
For the hiring process, we will have specific requirements for the applicants and
soon to be our working-partners.
Resume
2x2 picture with white background
Will go under initial and final interview
If they will pass the interview, we will now proceed to explaining the necessary
requirements that they needed to pass.
Birth Certificate/Live Birth
NBI Clearance
Police Clearance
Medical Certificate
SSS
Pag-Ibig
Phil Health
After all the compliance of the needed requirements, they will now be scheduled
for the orientation of how the business will work and what are their duties and
responsibilities as being part of the organization.
They will be trained on what type of position they are into. To make sure that
there will be a smooth flow once it officially operate and to serve the customers
with a great satisfaction.
Regular Holidays
New Years Day January 1
Araw ng Kagitinginan April 9
Maundy Thursday Movable Date
Good Friday Movable Date
Labor Day May 1
Independence Day June 12
Eidl Fitr June 15
National Heroes Day August 28
Eidul Adha September 1
Bonifacio Day November 30
Christmas Day December 25
Rizal Day December 30
Special Holiday
Chinese New Year January 28
EDSA Revolution Anniversary February 25
Black Saturday April 15
Ninoy Aquino Day August 21
All Saints Day Nov 1
The 13th month pay of an employee which shall be equivalent to 100% of his
basic salary earned within a calendar year shall be given not later than December 24 of
each year.
System Insurance benefit under the Social Security and Employee Compensation
funeral and Salary loan. SSS is a compulsory benefit which will be deducted from the
regular salary of the employee. Phil Health is somewhat related with SSS but it more
focuses in the health of the employees. This shall answer the portion of hospitalization
expenses incurred during sickness and accident whether it is work related or not.
CHAPTER 5
Financial Information
Income Statement
Balance Sheet
Cash Flow
Financial Analyses
a. Liquidity Ratios
1. Current Ration
2. Acid-Test Ratio or Quick Ratio
3. Average Collection Period Ratio
4. Inventory Turnover Ratio
b. Debt/Equity Ratios or Leverage Ratios
1. Debt-to-Net worth Ratio
2. Long-Term Debt/Total Capitalization Ratio
c. Profitability Ratios
1. Gross Profit Margin
2. Net Profit Margin
3. Return on Assets Ratio or the Earning Power Ratio
4. Invested Capital Turnover
5. Return on Invested Capital
CHAPTER 6
Social Desirability
CHAPTER 7: Presenting the Business Plan
Summary