Coffee Connoisseur

A Business Plan

Presented to

Ms. Maria Paula Montemayor

FEU ALABANG

Muntinlupa City

In Partial Fulfillment

of the Requirements for the

ENTREPRENEURSHIP PERFORMANCE TASK FINALS

Hannah Micah M. De Mc Cuttac

Jillana Mae G. Estalilla

Desiree Heart S. Francisco

Jela Mae G. Idanan

Mary Aleisza R. Mejia

Science, Technology, Engineering, and Mathematics (STEM)

SS123

APRIL 2020

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 TABLE OF CONTENTS

I. Introduction………………………………………………………………...……………….1

II. Industry Background……………………………………………………………………....2

A. Overall Size………………………………………………………………………………..3
B. Growth of the Industry……………………………………………………………………5
C. Projected Growth………………………………………………………………………....6

III. Corporate Profile..………………………………………………………………………….7

A. History of Company…………...………………………………………………………….7
B. Organizational Chart……………………………………………………………………..8
C. Mission and Vision………………………………………………………………………10
D. Branding………………………………………………………………………………….11
E. SWOT Analysis………………………………………………………………………….14
F. PESTLE Analysis………………………………………………………………………..15
G. Company’s Motivation………………………………………………………………….17
H. Statement of General Objectives……….……………………………………………..18

IV. Production and Operations……………………………………………………………..18

A. Equipment and Floor Plan…………………………………………………………...…18
B. Suppliers information……………………………………………………………..…….26
C. Inventory of Goods……………………………………………………………..……....27
D. Procedure of Distribution……………………………………………………………….28
E. Financial Plan……………………………………………………………..……………..29
F. Location..……...………………………………………………….....…………………..30
G. Service Operations……………………………………………………………..………30
H. Labor Requirement……………………………………………………………..………40
I. Utilities…………………………………………………………………………………….40
J. Assessment of Risk………………………………………………………...…..……….40

V. Marketing Plan……………………………………………………………..……………...42
A. 4Ps Competitive Analysis……………………………………………………………....42
B. Target Market……………………………………………………………..……………..43
i) Primary & Secondary
C. Big Idea……………………………………………………………..…………………....44
D. Creative execution……………………………………………………………..……….45
E. Media rationale……………………………………………………………..……………46
F. Media Plan and budget……………………………………………………………..….47

VI. Milestone……………………………………………………………..…………………….48

VII. References……………………………………………………………..…………………..49

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I. INTRODUCTION

The Coffee Connoisseur (referred to from here on in as the “Company”) shall be formed
as C-Corporation under Philippine state laws and headed by Jela Mae Idanan. The
company will employ 2,000 full-time employees and 1,500 part-time employees in
different branches around the Philippines.

The business is intended to be established as a C-Corporation at 1111 Natividad

Lopez St. Manila, Metro Manila, Philippines 1045 with the expectation of rapid
expansion in the food entertainment, and cafeteria industry. The company solicits
financial banking in order to be able to introduce its new service.

The business primarily focuses on helping students and employees to work on their
crafts. Providing them with specific materials and tables will be part of the first tasks
on starting the business. Thus the business is designed to give these people a space
for relaxation and study. It will be a venue where people can grow and achieve their
dreams and make it into reality.

The Coffee Connoisseur concept is built upon the success stories of many leisure and
relaxation dining and coffeehouse venues. The Coffee Connoisseur will provide
accessible and affordable high quality food, coffee-based products, career sections,
and entertainment to the thousands of residents, students, businessmen, and
employees located within a five-mile radius. In time, The Coffee Connoisseur will
establish itself as a "destination" of choice to the many residents of Manila, as well as
numerous out-of-town visitors.

The establishment will provide a "complete, high-quality" experience for those

searching for something that is rapidly becoming popular among teenagers and young
adults. Not only will patrons be able to dine on "comfort" food based upon time honored
and healthy desserts from the world over, they will do so in a facility containing sections
where they can fulfill their tasks in their own careers. Patrons will also have the option
of enjoying coffee, desserts, and sometimes a live band entertainment in The Coffee
Connoisseur's garden located adjacent to the patio space.

It will be an affordable venture for patrons, one that will encourage them to return on
many occasions. The menu will feature hearty fare of the type that is frequently out of
the reach of the typical young professional because time frequently prevents her/him
from cooking hearty meals like those featured on the company’s menu.

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II. INDUSTRY BACKGROUND

The Philippines, which lies on the so-called "coffee belt," has favorable climatic
conditions for growing all 4 coffee varieties throughout the region, namely Robusta,
Arabica, Excelsa and Liberica. The country's largest coffee-producing regions are
located in Mindanao-Soccsksargen, Muslim Mindanao 's Autonomous Zone, and
Davao.

The long, though dramatic, coffee past of the industry has witnessed fortune rise and
fall. The nation was the world's leading exporter of Arabica coffee in the 19th century,
until the 1890s when the crop was completely decimated by the prevalence of coffee
rust and other illnesses. The country rebounded by shifting to Robusta to the latter half
of the twentieth century but failed to regain its commodity world leadership. The
domestic industry, which relied on the smallholder producers, collapsed in the 1990s,
the global coffee crisis of 2001.

And yet optimism prevailed as coffee demand increased with increasing revenues. By
2010 retailers made the most of the need for the brew from the Filipino. According to
a study conducted by the Duke Center for Global Value Chains in Washington, the
decade witnessed the rise of a younger generation of Filipinos who chose to drink
convenient instant coffee to get their daily dose of caffeine. Meanwhile, wealthier
Filipinos embraced the creation of a specialty coffee market, hence the proliferation of
brands such as Starbucks, UCC, and Coffee Bean and Tea Leaf, as well as local coffee
shops.

The increase in local coffee demand has prompted coffee stakeholders to get their act
together. The Philippine Coffee Industry Roadmap (2017-2022), a culmination of more
than 3 years of organizing the market, was approved by Trade Secretary Ramon Lopez
and Agriculture Secretary Emmanuel Pinol to concentrate efforts on revitalizing
industry.

At the 3rd Philippine Coffee Conference, Senator Cynthia Villar addressed

convergence of various government agencies in support of coffee production, including
the Philippine Coconut Authority, the Department of Environment and Natural
Resources and the Department of Agrarian Reform. Agriculture Under-Secretary
Evelyn Lavina, with funding from various universities and private sector partners,
discussed various programs being implemented. Secretary Lopez spoke of coffee as
a priority of the industry clustering program of his department, in order to ensure market
readiness for Philippine products.

Slowly, the efforts pay off. Philippine coffee is reaping international taste awards in
terms of price. One remarkable example is Bana 's coffee, a single-origin Sagada
brand awarded the Medaille Gourmet at the International Coffee Roasted Contest
organized by the Agency for the Valorization of Agricultural Products in Paris , France,
in their Countries of Origin.

While there is more work ahead for the coffee industry, the country's coffee
stakeholders have tangible trust in this. Participants in the conference share animated
discussions over cups of the best coffees in the world. Big traders raffle off prizes –

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costly coffee equipment – and all roots up for the farmer who wins a depulper or a
barista who wins a full set of instruments. At the 3rd Philippine Coffee Conference,
coffee as an industry is hot and brewing.

A. Overall Size

In the Philippines, among the industries, restaurants and mobile food service activities
had the highest contribution to total expense amounting to PHP300.0 billion or 67.7
percent. This was followed by short term accommodation activities and beverage
serving activities with corresponding expenses of PHP111.7 billion (25.2%) and
PHP24.3 billion (5.5%) in sales last 2017. ("2017 Annual Survey of Philippine Business
and Industry (ASPBI) - Accommodation and Food Service Activities Sector For All
Establishments: Final Results", 2019).

Research shows that consumers in this industry primarily focus on the following factors
when making purchasing decisions: Income, Accessibility of the equipment, Food
Service and Ambiance.

On the Statista Consumer Market Outlook - Segment Report on Philippines (2017) by

2020, sales in the Coffee segment stood at US$ 4,441M. The business is expected to
rise by 12.1 percent annually (CAGR 2020-2025). In the same year, the largest product
on the market is the Instant Coffee business, with a US$ 3,862M market value. The
report also highlights in global comparison of coffee, the majority of revenues are
generated in the United States (in 2020, US$ 67,663M). Individual incomes of US$
40.53 are produced in relation to total population figures. And that the average intake
per capita as of 2020 is 1.2 kg.

Final results of the 2016 Annual Survey of Philippine Business and Industry (ASPBI)
showed that a total of 30.889 establishments were engaged in accommodation and
food services operations in the formal sector of the economy.

Industry-wise, with 7,218 establishments, restaurants led the industry, comprising 23.4
per cent of the total number of establishments. Following this is cafeterias with 4,725
establishments (15.3%) and fast-food outlets with 4,411 establishments (14.3%).
Certain sectors with more than a thousand institutions were as follows:

● Refreshments stands, kiosk and counters - 4,209 establishments

● Hotels and motels - 2,767 establishments
● Other restaurants and mobile food service activities, n.e.c. - 1,679
establishments
● Bars and cocktail lounges - 1,548 establishments
● Resort hotels - 1,112 establishments

Figure 1 below displays the percentage distribution of Accommodation and Food

Service Activities establishments by industry sub-class in 2016.

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 Figure 1. Percentage distribution of All Accomodation and Food Service Activities Establishments by
Industry Sub-class: Philippines, 2016

The fast food chains industry produces the largest share of revenue and expenditure.
The overall revenue the sector received in 2016 was estimated at PHP551.1bn.

Fast-food chains produced the highest revenue of PHP203.0 billion (36.8 per cent) at
industry level. Restaurants with PHP129.8 billion or 23.5 percent of the total followed
this.

Other industries that contributed more than PHP20.0 billion in terms of total income in
2016 were as follows:

● Hotels and motels, PHP90.2 billion(16.4%)

● Resort hotels, PHP29.6 billion (5.4%)
● Cafeterias, PHP27.9 billion (5.1%)
● Refreshment stands, kiosks and counters, PHP25.9 billion (4.7%)

Meanwhile, the sector incurred a total PHP477.7 billion expenditure in 2016. Among
industries, fast-food chains spent the highest expense of PHP181.7 billion (38.0%).
Restaurants followed with a combined P112.5 billion (23.5 per cent) cost. Hotels and
motels with PHP75.5 billion (15.8 per cent) entered the top three in terms of expenses
incurred.

Other industries that spent more than PHP20.0 billion worth of expense were the
following:

● Cafeterias, PHP24.3 billion (5.1%)

● Resort hotels, PHP23.6 billion (4.9%)
● Refreshment stands, kiosks and counters, PHP21.9 billion (4.6%)

Figure 2 shows the top five industries in terms of income and expense for all
Accommodation and Food Service Activities establishments in 2016.

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Figure 2. Income and Expense of the Top 5 Leading Industries for All Accomodation and Food Service
Activities Establishments by Industry Sub-class: Philippines, 2016

The revenue generated for the sector was at PHP1.15 per peso. This means that a
corresponding revenue of PHP1.15 was created for every peso spent.

By industry, including beverage-serving operations, n.e.c. reported the highest

income-expense ratio of 1.52, followed by resort hotels and income-expense-ratio
event catering of 1.25 each. Third in place was night clubs with income-expense ratio
of 1.24.

Sector-generated value added was estimated at PHP182.3 billion in 2016.

The top three contributors to the gross added value in 2016 contributed 75.0 percent
of the total or PHP136.6 billion. These industries consisted of:

● Fast-food chains, PHP52.2 billion (28.6%)

● Hotels and motels, PHP43.2 billion (23.7%)
● Restaurants, PHP41.2 billion (22.6%)

B. Growth of the Industry

The Philippines is one of very few countries in the world cultivating the four
economically successful varieties of coffee: Arabica, Liberica, Excelsa, and Robusta.
The Philippine landscape and soil characteristics – from lowland to mountainous areas
– render the country ideal for all four varieties. (Agriculture Monthly Magazine, 2019)

At present, in CALABARZON (Region IV-A), Batangas produces just 13 per cent of the
coffee supply, while Cavite produces 67 per cent. However, the whole region
contributes just 7 per cent of the nationwide local coffee production. Mindanao now
represents 77 percent of the country's output, with SOCCSKSARGEN Region (Region

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XII) remaining the country's highest regional coffee producer. The islands of Luzon and
Visayas, respectively, yield 17 and 6 per cent.

Data from the Philippine Coffee Board, Inc. indicates Philippine coffee production has
been about 35,000 metric tons in recent years, but output is still insufficient to satisfy
local demand at 120,000 metric tonnes.The majority of local demand is covered by
imports from countries like Indonesia and Vietnam, which the Department of Trade and
Industry estimates to be between 75,000 and 100,000 metric tons of coffee at a cost
of P7B to P10B. Despite these estimates, there is clearly a rising market for coffee
which the existing local supply can not satisfy.

C. Projected Growth

The global demand for coffee shops is expected to grow by US$ 58.7 trillion, led by
4.1 per cent compound expansion. Coffee, one of the segments analyzed and sized in
this study, shows over 4.6 percent growth potential. The evolving trends that fuel this
development make it important for businesses in this room to stay abreast of the
market's changing pulse. Capable of hitting over US$ 143.4 trillion by 2025, Coffee will
offer healthy gains adding substantial impetus to world production. (Global Industry
Analysts, Inc, 2019)

The United States, representing the developed world, will sustain a development rate
of 4.2 per cent. Within Europe, which remains an important part of the global economy,
Germany will contribute more than US$ 2.8 trillion to the scale and influence of the
country over the next 5 to 6 years. About US$ 10.8 trillion of the region's estimated
demand will come from markets in Rest of Europe.

In the Philippines, President Duterte signed the Philippine Coffee Industry Roadmap
2017-2022 on March 7, 2017 to improve domestic coffee production over the next five
years – a big raise for coffee growers, producers and traders.Trade Secretary Ramon
M. Lopez said the country's current coffee performance is estimated at 37,000 tons a
year and with the Philippine Coffee Roadmap, the country is forecast to boost coffee
production to 214,626 metric tons (MT) by 2022. This will carry the coffee self-
sufficiency rates from the present 41.6 percent to 161 percent.

The Philippine Coffee Roadmap will also render available 213,788 hectares of land
cultivated with coffee nationally, translating into an immense production of one ton of
coffee beans per hectare — an incredible difference from the normal 0.33 tonnes. The
Philippine Coffee Council has the responsibility of enforcing the Roadmap.

The Philippine Coffee Industry Roadmap 2017-2022 would ensure a cost-competitive

coffee market, consistent with global quality norms, secure and environmentally
responsible, offering economic benefits for producers, processors, merchants and
exporters, and ensuring food health and alleviating poverty. (Government Philippines,
2018)

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III. CORPORATE PROFILE

A. History of Company

Back in 2021, Ms. Jela Mae Idanan, the founder, was a struggling architecture student.
She had her financial and academic frustrations. In order to reduce her stress together
with her friends, they decided to go for drinks. The architecture pupil was drunk talking
regarding her former boyfriend who left her because the guy wants to pursue
priesthood. Ever since the breakup she cannot solely focus on studying on any coffee
shop around the city, this is due to the memories she had with her ex-lover on all coffee
shops. So she decided to come up with her own coffee shop, thinking that it would help
her move on. She then introduced the business idea to her close friend, Desiree, and
asked for their parents to loan their business. Eventually, they both succeed in opening
their coffee shop in 2022. After the two passed the architectural licensure exam, one
decided to go abroad to take her master’s degree and also with a goal to attract foreign
investors and one stayed in the Philippines to watch after the business. The company
grew slowly and new amenities and services were added from time to time. The
business became a success on being the best coffee category expert. It now has
several branches on North and South Luzon.

B. Organizational Chart

The company has assembled an experienced management team:

● Founder, President, and Chief Executive Officer - Jela Mae Idanan

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 Started the Coffee Connoisseur company, built a high-performance
management team, and placed the organization effectively as the national
pioneer in "renewable retail" ecommerce cafeterias. Developed strategic
initiatives of high priority for the organization. Developed and led product
creation and promotion with vigorous, ground-breaking business growth and
innovative communications campaigns during the start-up process of the
company. Push leading-edge digital media strategies, insights, and strategic
leadership for management and implementation teams at the organization.

Foster best-in-class advertising strategy to obtain informative output results

across nine communication platforms through a variety of multivariate tests to
determine competitiveness and scalability for each platform. Directly directed
marketing campaigns and continuously achieved significant improvements in
productivity to allow the implementation of full-scale digital marketing.

Enhanced lead generation platform built to create new and distinct exclusive
value propositions for advertisers and customers by gathering behavioral data
and personalizing customer experience through various touchpoints.
Significantly increased brand awareness, conversion rates for sales, and list
size while reducing the overall cost of acquiring customers for the cafeteria.

Pioneered marketing channel rewards plan through a tiered monthly

contribution model, increasing the company's total productivity and boosting
the company's growth (75 percent +) and dramatically enhancing gross profit
per basket by aligning affiliates and traffic partners to our average order value.

Implemented process change which helps the company to effectively scale

through rapid growth. Identified and implemented the standardization of
countless procedures in all divisions within the organization, from sourcing to
infrastructure, distribution, marketing, and analytics.

● Co-Founder and Vice President - Desiree Heart Francisco

Reporting to the Board of Directors and Investors, recruited by the CEO to build
plans for corporate growth and review marketing activities for a diverse product
range of litigation offers. Regional budget controlled and advisory function for
overall project activities was conducted. Managed work initiatives, directed
managers, recruited/trained voluntary personnel, and developed strategies and
processes for internal improvement based on the systematic evaluation.
Authored a strategic marketing plan and signed regular arrangements with
suppliers.

Used an advisory sales and bundling approach to develop solutions to meet

unique client needs.

In 2025 in her real estate company, selling plan creation produced 30 percent
growth over previous years of negative growth.

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 Implemented sales team best practices that are still in use today.

Compensation and reward systems developed to boost workplace productivity

and inspire staff.

● Chief Financial Officer - Hannah Micah De Mc Cuttac

Provide expertise in strategic strategy for businesses, debt servicing, and

project control roles.

Financial analysis and due diligence to suggest the purchase of properties and
new offerings that raised revenue by 10 percent in one year.

Create and review annual operating budgets using statistical details and a
regular STAT executive sheet to ensure prompt, up-to-date, and reliable
monitoring of the financial results of all services.

● Chief Operating Officer - Jillana Mae Estalilla

Supervised a 500% growth in the number of registered representatives over

the intervening 8-year period, thus retaining excellent oversight of securities
transactions.

Authorized recruiting for the whole business of newly registered delegates and
incoming Senior Managers.

Developed Coffee Connoisseur's program and trained personnel in security

clearance and regulatory procedures for the branch managers.

Reorganized both the company's physical and organizational structure to

increase performance and push profitability to new heights.

Coordinated all senior staff members in the Broker-Dealer and Advisory

branches.

● Director of Business Development - Mary Aleisza Mejia

Direct sales and account managers are responsible for expanded inventory
revenue, new customer services, strategy processes, and system delivery
preparation. Initiating project management on the introduction of prospective
customers and guiding innovative business programs.

Generated global brand recognition, through publicity, distribution, and

reproduction of promotional materials.

Build partnerships at all levels of the organization with an established client

base, and create brand recognition.

Oversee and react with financial assesses & presentations to procurement

based RFP's.

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C. Mission and Vision

Our mission is to be the primary choice study lounge for the local Manila community,
business owners/employees in town, visitors of the city, and most especially students,
by offering a higher quality experience than any competitor.

The purpose of the business is clear. This should provide many students/professionals,
and tourists who enjoy the casual dining places and entertainment locations throughout
the city with an absolutely trendy, sensual, productive, and relaxed dining and/or
coffee-house-workplace experience.

For patrons, it will be an affordable venture, one that will inspire them to come back on
many occasions. The menu should feature a heartfelt meal of the kind that is often out
of reach of the youth, professionals, or an average young adult. Out of reach because
time always keeps them from preparing healthy meals like the ones featured on our
menu.

As a consequence, the company plans to build coffee houses for the allocated
investors that can easily reach profitability and sustain an acceptable rate of return (20
percent or more per annum). The company also wants to add the well-being of the
local community by promoting voluntary and social welfare programs. Whenever
possible, the business will help the farmers who cultivate the company’s coffee using
Fair Trade, Sustainable Production, and Organic Products. Furthermore, the business
will also grant scholarship programs for hardworking and passionate people. By
providing adequate funding for scholarships, we encourage greater college
achievement, providing support for worthy students who wish to graduate with their
degree and return to society.

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D. Branding

The company’s title is Coffee Connoisseur, by definition “connoisseur” means “a

person who has a great deal of knowledge about the fine arts, cuisines, or an expert
judge in matters of taste”. As seen above the logo showcases a “King’s crown” which
represents superiority. The company’s colors are White, Brown and Gold. White
means purity, while Brown symbolizes a keen sense of duty and responsibility, and
lastly, Gold that denotes the color of success, achievement and triumph. Along with
the tagline “Your coffee category expert”, the company desires to help each individual
to be productive by providing them the coffee that awakens their noteworthy pursuits.
With the combination of the variables mentioned above, the company aims to be an
oracle in the field of coffee that produces successful leaders with great values for the
next generation upon consuming the company’s coffee.

Uniforms make the employees of the company stand out from the crowd by making it
easier to recognise them and identify them for their work. These uniforms not only
make them feel proud but also have an imposing effect on others as a person's
presence in uniform can change people's mood and attitude around them.

The company's workers embody and portray the identity of the corporation and Coffee
Connoisseur aims to establish its ideals to its clients, and to conduct this on a regular
basis, Coffee Connoisseur's workers are to wear the following apron below. Clothing
colors are in colours: white and brown that aligns the branding of the company. The
color black has been officially added to identify the manager or higher personnel in
charge in the branch.

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 E. SWOT Analysis
STRENGTH
● The aggressive and focused marketing
campaign that the coffee connoisseur will run
has goals and strategies to create immediate
impact towards the market and its participants.
● The neighbourhood is a close-knit community
and grabbing our first core group of customers
will lead to world of mouth marketing and more
customers.
● The coffee connoisseur will offer a variety of
products in addition to the hot cup of coffee
which will lead more customers in the door.
● The area, location and the company founders
have scouted has driven traffic and will lead to
more sales when proper signage is placed on
the real estate.
OPPORTUNITIES
● New flavors and the opening of new markets
and industries within coffee can increase our
market share and demand for coffee in general.
● Potential rapport with our customers can lead to
increase in market shares due to customer
loyalty and word of mouth marketing.
● With a product such as coffee, we can
potentially expand our brand and products by
selling raw coffee beans, branded coffee
makers, and other coffee related products for
higher profit margins than coffee.
● The online market and ecommerce can
potentially increase our market share
exponentially by selling our ingredients,
branded items, beverages and foods over the
internet.
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WEAKNESSES
● Established coffee shops can take away or
limit our potential customers given their
goodwill and customer rapport.
● Potential consumers and customers have not
heard of our delicious exotic coffee flavors,
coffee beans, espressos and lattes so proper
marketing will need to be established to assure
our target demographic knows and
understands our products.
● Our financial resources, such as funding,
sources of income and investment
opportunities limit our reach and impact in the
market.
● Poor consumer confidence, uncertainty and
pessimism in new startups, new cafes and new
coffee shops are not only valid but also fueled
by the media and competitor marketing.
THREATS
● New marketing strategies and tactics by
established coffee shops & investors can limit
our sales and potential market share.
● High cost for maintenance of FDA regulations
can lead to unpredicted expenses or liability to
our company.
● Economy of surrounding areas can directly
impact the possible customer and revenue
stream of our Coffee Connoisseur. Potential
unforeseen issues can greatly deplete our
cash account and profits.
● New marketing strategies and tactics by
established coffee shops & investors can limit
our sales and potential market share.
F. PESTLE Analysis

POLITICAL

The coffee industry can be affected by many political factors, including government
attitudes and trade relationships between the coffee producing country and the
country to which the coffee is to be exported. A coffee manufacturer also has to look
at trade relationships between his or her own country and the country from which he
intends to source raw material and/or labour. The first economical factor affecting
the coffee industry would be the spending power in a particular area. In general, the
more the spending power, the more would be the demand and therefore the sales of
coffee in that area.

ECONOMIC

For some multinational chains, exchange rates in the country would also be a
concern, as this would affect their pricing strategies. It may be possible that a price
that is considered “average” in one country may be considered too expensive in
another after currency conversion. As a result, this will negatively affect sales in the
other countries. Relative exchange rates, though would not be a concern for local
chains whose operations are limited to a single country. Exchange rates also affect
those corporations who import raw material from other countries. A higher exchange
will make the imports more expensive, which may force these companies to increase
their prices so that their profits are not affected. Whether this tactic is successful or
not depends on the average spending power in that country if this spending power
is low, the resultant end product may become too expensive and this will reduce
demand.

SOCIOLOGICAL

One sociological factor that may affect consumption of coffee is consideration for
health. Coffee is high in caffeine, which in turn may lead to sleep disorders, irregular
heartbeats, and migraines in some people. This may cause some people to avoid
the beverage altogether, which will affect sales of coffee negatively. On the other
hand, caffeine is also believed to boost metabolism, which in turns promotes weight
loss. As a result, those concerned with weight loss will increase their consumption
of coffee, thereby increasing sales. However, chains are consistently under fire for
promoting obesity in many countries. This is because of their heavy promotion of
flavors rich in cream, full-fat milk and sugar. As a result, the weight-conscious may
shift their consumption from creamy versions to plain black sugar-free versions of
the beverage. Attitudes of a certain culture towards coffee can also affect the sales
of coffee. Some cultures, particularly in the East, are more inclined to consume tea
rather than coffee. Coffee is considered a “premium” beverage in these cultures, only
to be consumed either socially or on special occasions. Coffee manufacturers will
thus be able to command a higher price in these areas.

TECHNOLOGICAL

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 Better brewing techniques can make coffee production more efficient, which allows
coffee manufacturers to realize greater profits. It also allows them to develop newer
and better varieties of coffee which in turn can help to boost sales by allowing coffee
manufacturers to offer a wider range of products. Development in coffee machines
also means that coffee manufacturing is not limited to larger companies. It allows
smaller companies to brew their own coffee, which in turn increases competition
within the industry while at the same time offers customers a wider range of
alternatives to choose from. This competition can and will cut into the sales of the
larger retailers and manufacturers. However, advancement in technology also
means that coffee machines are getting cheaper and many people can now make
coffee in their own homes rather than having to go out and buy from a cafe. This
increases the business of corporations that sell coffee beans, for example Nestle’s
Nescafe coffee. It will, though, have a negative effect on cafes and chains which sell
pre-manufactured coffee.

LEGAL

There are many laws which can affect the coffee industry. The main ones are
described in this section. The first set of laws which affect the industry has to do with
import and export. If a coffee manufacturer imports his raw materials, or exports
coffee to another country, he or she needs to look at the laws regulating imports and
exports. The more complicated the laws, the harder it will be to comply with them
and therefore the more difficult it will be to do business in that country. The coffee
industry, like all other industries, is also affected by minimum wage laws as well as
laws regarding bribery and corruption in the countries in which they are choosing to
do business. They must also comply with any and all laws related to where a factory
may be located, as well as local and international labour relation laws.

ENVIRONMENTAL

The coffee industry is heavily dependent on the harvest of the coffee crop which in
turn, like all other crops, is subject to the vagaries of nature. These include:
Earthquakes, Rain, Drought and Poor Harvest. All these affect the harvest and
therefore the quantity of coffee beans available, which in turns affects the supply of
coffee. Consumption of the beverage is also influenced by the weather. There are
some who are able to consume coffee all year around, regardless of the weather.
On the other hand, many individuals consume coffee to keep themselves warm in
winter. This increases consumption of coffee in winter, positively affecting sales of
the coffee industry as a whole.

G. Company’s Motivation

The company’s motivation is clear: it seeks to produce great leaders of the future. The
company does not only provide coffees and chairs for diligent students and workers
but also provides deserving people who have the great desire and passion to finish

16
 education. The founder has set her mind on returning this deed for she knows the exact
same feeling of having financial instability. This is what makes the company different
from the others, its main objective is not to only help but rather to primarily create
excellent individuals on its own. Scholarship grants are granted if the set specific terms
and conditions are met by the applicants. Additionally, the company will assist the
farmers who cultivate the company's coffee through fair trade, sustainable processing,
and organic goods whenever possible.

H. Statement of General Objectives

● To achieve productivity and a reasonable rate of return (20 percent or more

annually).
● Sales approaching and surpassing 1 million by the end of the second year.
● Targeting and maintaining a net profit of at least 15% by the third year.
● To cultivate monthly sales to reach P100,000.00 by the end of the fourth month
of operation, and P150,000.00 monthly by the end of the second year of
operation.

IV. PRODUCTION AND OPERATIONS

A. Equipment

OPERATIONAL
EQUIPMENT PICTURE
DEFINITION

1. AUTOMATIC DRIP COFFEE Electric coffee maker that

MAKERS allows hot water to drain
into a paper filter containing
the ground beans, and
coffee to drip into the carafe
below. Most automatic drip
coffee makers brew eight to
twelve cups at once, though
many can brew as few as
four cups without
compromising quality.

17
2. COFFEE GRINDER The grinder is a tool of great
importance in extracting the
aroma and taste from coffee
beans, allowing for the
brewing of delicious, high
quality coffee. The grinder
is not the only tool which
provides for a delicious cup
of coffee, however it is
important in providing the
right type of coffee bean
grind.
3. ESPRESSO MACHINE
An espresso machine
brews coffee by forcing
pressurized water near
boiling point through a
"puck" of ground coffee and
a filter in order to produce a
thick, concentrated coffee
called espresso.

4. WATER FILTRATION
SYSTEM A good water filtration
system can influence the
coffee quality. In general,
coffee shop owners go for
reverse osmosis filtration
which clears impurities and
helps remineralize the
water.

5. FRENCH PRESSES

A French press, also known

as a cafetière, its purpose is
to hold the coffee and water
while it steeps and make it
easy to pour the brewed
coffee into your mug.

6. DECANTERS OR COLD This equipment is used in

BREW MAKERS making a cold brew, it's
used for mixing ground
coffee with cool water and
steeping the mixture in the
fridge overnight.

18
7. COFFEE DRIPPERS
8. COFFEE SIPHON
9. AIRPOTS
The drip coffee machine will
heat the water to boiling or
near-boiling, and the steam
will rise through a tube
system until it reaches a
drip area where it is
dispersed. The heated
water evenly flows through
the grounds and filters then
into the waiting coffee pot.
A vacuum coffee maker
operates as a siphon,
where heating and cooling
the lower vessel changes
the vapor pressure of water
in the lower, first pushing
the water up into the upper
vessel, then allowing the
water to fall back down into
the lower vessel. The
prepared coffee is then
poured off from the top.
An airpot is a portable
vacuum insulated hot drinks
dispenser with a glass or
stainless steel internal liner.
Airpots can be filled with a
hot beverage such as tea
and coffee and used to
keep a drink warm for hours

10. FRAPPE AND SMOOTHIE A blender (sometimes

BLENDERS called a liquidiser in British
English) is a kitchen and
laboratory appliance used
to mix, purée, or emulsify
food and other substances.
A stationary blender

19

11. REACH-IN REFRIGERATOR
12. WORKTOP REFRIGERATOR
13. SANDWICH PREP TABLE
20
consists of a blender
container with a rotating
metal blade at the bottom,
powered by an electric
motor that is in the base.
It is an equipment to keep
items cool; and accessible
at arm's length while
standing. In other words, It
is the most common type of
commercial refrigerator
available today.
A worktop freezer or
refrigerator serves as a
cooling or freezing unit and
a countertop—all in one.
While the countertop or
worktop of these units are
used by kitchen staff to
prepare food, the staff can
also easily grab the
ingredients and sauces
stored inside the built-in
fridge, thus making their
jobs easier.
Prep tables provide
refrigerated holding space
for whatever ingredients the
operator needs to make
their sandwiches or salads,
and a cutting board prep
surface is attached on
which those ingredients can
be assembled.
14. ICE MACHINE

A stand-alone appliance for

making ice, or an industrial
machine for making ice on a
large scale.

15. DISPLAY CASE

A display case (also called
showcase, display cabinet,
or vitrine) is a cabinet with
one or often more
transparent glass (or
plastic, normally acrylic for
strength) surfaces, used to
display objects for viewing.

16. PAPER HOT CUPS AND

LIDS A plastic cup is a cup made
out of plastic. It is most
commonly used as a
container to hold
beverages. Lids serve as
the closure or seal, usually
one that completely closes
the object.

17. COFFEE SLEEVES

Coffee cup sleeves, also
known as coffee sleeves,
are roughly cylindrical
sleeves that fit tightly over
handle-less paper coffee
cups to insulate the
drinker's hands from hot
coffee.

18. STRAWS AND STIRRERS

A drinking straw or drinking
tube is a small pipe that
allows its user to more
conveniently consume a
beverage and a stirrer is
used to agitate the liquid for

21
 speeding up the reactions
or improving mixtures

19. COFFEE TO GO BOXES

Coffee to go boxes are

boxes used in a take-out
basis of coffees. This
device holds the coffee
together that prevents
coffee from spilling.

20. DRAFTING TABLE A drawing board (also

drawing table, drafting table
or architect's table) is, in its
antique form, a kind of
multipurpose desk which
can be used for any kind of
drawing, writing or
impromptu sketching on a
large sheet of paper or for
reading a large format book
or other oversized
document or for drafting
precise technical
illustrations (such as
engineering drawings or
architectural drawings).
21. TABLES AND CHAIRS
A table is an item of
furniture with a flat top and
one or more legs, used as a
surface for working and
chairs are used as seating
for people making use of a
table, as for eating or
performing various
manipulations of objects.

22
22. DESKTOP COMPUTER A desktop computer is a
personal computing device
designed to fit on top of a
typical office desk. It houses
the physical hardware that
makes a computer run and
connects to input devices
such as the monitor,
keyboard and mouse users
interact with.
23. FOAM MATTRESS Foam mattresses rely on air
trapped within aerated
substances (rather than
springs) to offer support and
bounce. Foam mattresses
generally consist of three
broad types: polyurethane
foam, memory foam, and
foam latex. Showing the
layers of the Casper
mattress (a foam mattress)
24. TELEVISION

Television is a device that

receives television signals
and reproduces them on a
screen.

25. PLASTIC FLATWARE Plastic flatware is a

convenient and disposable
option for your foodservice
operation or catering
business. Even though
these products are made
out of plastic, they are
durable enough to handle
any type of food.
26. KITCHENWARE Kitchenware are tools,
utensils, appliances,
dishes, and cookware used
in food preparation, or the
serving of food.

23
27. DESK LAMP

Desk lamp is a work lamp

for the office or the home. It
is equipped with an
adjustable arm, finger
screws, and a solid base for
stability.

28. BOOK SHELVES A bookcase, or bookshelf, is

a piece of furniture with
horizontal shelves, often in
a cabinet, used to store
books or other printed
materials.

29. PRINTERS A printer is an external

hardware output device that
takes the electronic data
stored on a computer or
other device and generates
a hard copy of it.

24
30. RICE COOKER A rice cooker or rice
steamer is an automated
kitchen appliance designed
to boil or steam rice. It has
a heat source, a cooking
bowl, and a thermostat.

A. FLOOR PLAN

FIRST FLOOR

25
 SECOND FLOOR

B. Inventory of Goods

GOODS QUANTITY AMOUNT

Teas 10 boxes P3,000.00

Coffee 20 bags P8,000.00

Ice cream 3 litres P1,500.00

Juices 50 packs P1,000.00

Bottled Water 50 pieces P750.00

Snacks 50 pieces P5,000.00

Pastries 50 pieces P5,000.00

Rice 1 sack P2,000.00

Fruits 5 kilograms P1,500.00

Cream 1 litre P800.00

Soy Milk 1 litre P1,000.00

Low-fat Milk 1 litre P800.00

Pasta 3 kilograms P900.00

Salad 10 boxes P3,000.00

26
 Ready-made Sandwiches 25 pieces P3,000.00

Cocoa Powder 10 pieces P1,000.00

Flavoring 10 bottles P1,500.00

Flavored Sugar 10 kilograms P1,500.00

Sugar-free syrup 1 litre P500.00

Spices 3 bottles P300.00

Processed Meats 15 kilograms P2,500.00

Soy Sauce 1 bottle P100.00

Vinegar 1 bottle P100.00

Eggs 1 tray P150.00

TOTAL P44,900.00

C. Supplier information

ITEM/GOOD SUPPLIER

Coffee Batangas Beans Coffee

Bauan, Batangas City 4201
Phone no.: 0923 563 5304

Food and Beverages Puregold Sta. Mesa

3614 R-6, Santa Mesa, Manila, 1016 Metro Manila
Phone: (02) 8715 5329

San Miguel Pure Foods Company, Inc.

23F The JMT Corporate Condominium
ADB Avenue, Ortigas Center, Pasig City
1605 Philippines
Tel: +632 317 5000
Trunkline: 317-5000

S&R Aseana-Baclaran
Bradco Avenue, Aseana Business Park, Blvd 2000,
Baclaran, Paranaque, Philippines
Telephone: +63-2 853.9999
info@snrshopping.com

27
 Raw Goods Teofely Nature Farms
Silang Cavite, along Sta. Rosa Tagaytay Road,
0917-8822379

D. Procedure of Distribution

The procedure of distribution of the products can be seen in the figure above. The first
step is to classify the products. Goods are listed to know what particular products are
needed in the enterprise. On the second stage, vendors are approached via network,
the one responsible for having this meeting is the person-in-charge for each branch.
After the orders have been made, the distributors must wait for the product to arrive at
the place of operation. Once the retailers test the product distribution and safety
regulations for products, the aforementioned products are shown neatly in their areas

28
such as putting coffees in bags, and putting breads in display cases. Customers will
therefore create over-the-counter transactions purchasing their preferred product or
food.

E. Financial Plan

Coffee Connoisseur will capitalize on the strong demand for high-quality gourmet
coffee. The owners have provided the company with sufficient start-up capital. With
successful management aimed at developing and increasing a loyal customer base,
the company would see a doubling of its net worth in two years. Coffee Connoisseur
will maintain a healthy 65% gross margin, which combined in combination with
appropriate operating expenses, will provide enough cash to fund further growth.

Funding Request

The company requests a total loan of Php 1,000,000,000 over the course of 30 years,
to be used for the following purposes:

-Building Renovation
-Tables and chairs
-Interior design(furnitures)
-Foam Mattress
-Coffee Equipment
-Coffee and Pastry Goods
-Staffs’ Salary
-Computer Equipment
-Architectural/Engineering Equipment
-Bookshelves
-Books
-Utensils and Kitchenware
-Posters and Tarpaulin (Marketing)

PURPOSE LOAN AMOUNT

Architectural & Engineering Equipment Php 1,000,000.00

Books Php 200,000.00
Bookshelves Php 100,000.00
Building Renovation Php 3,000,000.00
Coffee and Pastry Goods Php 200,000.00
Coffee Equipments Php 750,000.00
Company Savings Php 7,000,000.00
Computer Equipment Php 2,000,000.00
Interior Design and Furnitures Php 1,000,000.00
Marketing Plans Php 1,000,000.00

29
 Staffs Salary (to disburse per employee and inclusion of SSS Php 1,000,000.00
and PhilHealth)
Tables and Chairs Php 1,000,000.00
Total cost per branch Php 20,000,000.00
Utensils and Kitchenware Php 500,000.00

Long term debt payment is a key feature of the company’s financial plan. The board
members of the company expect to break even within a 30 years time period following
the introduction of our service. Financial predictions suggest a minimum 60% return
on investment by the conclusion of the financing period.

F. Location

Manila is surrounded by many public and private universities and sectors. The
company chose to establish the study lounge near SM Manila since it is where most
of the people visit the location. The advantages of this location is that the people can
go right away after they visit the mall. Students that have been dismissed in their
classes will go to the cafeteria to do their requirements that are needed to fulfill. As
well as the employers who would like to take a break or schedule a meeting to a place
with a calm environment. The business is intended to be established as a C-
Corporation at 1111 Natividad Lopez St. Manila, Metro Manila, Philippines 1045 near
SM Manila.

G. Service Operations

SERVICES:

First-rate service is intended to be the focus of the company and a cornerstone of the
brand’s success. All clients will receive conscientious, one-on-one, timely service in all
capacities, be they transactions, conflicts or complaints. This is expected to create a
loyal brand following and return business.

The company is prepared to introduce the following services to the market:

Study Lounge, Career Stations, Netflix TV Room and Private Conference Rooms: The
study lounge in the cafeteria is where the common reviewing area, the career stations
are for those who need a platform to complete their tasks (e.g. drafting table), and
private meeting rooms for those who are VIPs or businessmen that needs a relaxing
and quiet environment to have a meeting. These unique areas will help students who
are on a tight budget to finish their school activities without thinking about where to get
access to these platforms.

30
● Study Lounge Area:

This is the area where an individual can work on his/her paperwork such as finishing
his/her research revisions, review for exams, answer his/her assignments, and etc. A
perfect place that helps your mind to concentrate with its peaceful ambiance.

This area includes charging ports for those who have their own devices and
bookshelves. Customers also have the power to sleep in their desks and they can ask
for assistance from the staff to wake them in their desired specific time. Together with
the receipt, a small wake up note is handed on the counter.

On availing this service, the customer needs to purchase something ranging from 50
to 150 pesos over the counter and can stay in the study lounge for 3 consecutive hours.

● Career Stations:

There are 2 stations in the cafeteria. The Computer Studies station, and the
Architecture/Engineering station.

> Computer Studies Station:

31
 This is where you can do your assignments or projects that need certain
applications or databases to finish them. The computers are also built with a
strong defensive database in order to prevent any alterations or threats in the
cafeteria's computers. There are also separate sections for those who are
going to use a computer for research as a group.

> Architecture/Engineering Station:

This is where architecture and engineering students can create their very own
blueprints or plates. In this station, there are multiple drafting tables that are
designed for those who are in this field. There are also different types of rulers
that you can use in this station. The said rulers are attached to the drafting
table, in order to prevent them from getting lost.

On availing the Career stations service, the customer needs to purchase

something from 150 pesos over the counter and can stay in the station for 3-6
consecutive hours. However, the case is different if you are an architecture/
engineering student or a professional. Just show the identification card that
identifies your identity and the price will vary.

● Private Conference Room:

32
These 2 rooms, equipped with a long meeting table, are for businessmen that need to
conduct a meeting in a peaceful environment. If your main office is too far away to
discuss an urgent matter for a short period of time, then this is the perfect substitute
for the place that the meeting will be conducted.

● Netflix Rooms:

This specific room is a venue wherein customers can relax and watch their favorite
television series. This room is equipped with a smart projector that comes with a Netflix
account and CCTVs to provide security and prevention from malicious activities.
Customers can also watch YouTube videos in the said room.

● Napping Area:

33
In this area, capsule rooms are provided in which each bed is available for 1 customer
only. The walls of the capsule-like bed are sound proof and silence is still strictly
observed. This is to avoid disturbing other people sleeping in the area.

On availing this service, you need to at least pay P150 pesos for you to sleep in 3-4
hours.

● Shower area:

Traffic has always been a part of the daily frustration of every Filipino student or worker.
By having this shower service in the business, customers can now refreshen their mind

34
and body after working for straight hours. They can ease their minds without having
the fear of arriving late to their schools and workplaces.

This service costs about P75 that comes with a free soap and shampoo. Additional
charges apply if you want to use a towel and heater.

PRODUCTS:

>Coffee and Espresso Drinks

COFFEE: Dark Roast Java Blend, Riviera Roast, and Molokai Swiss water process
DeCaf. (Regular P100, Large P120)

ESPRESSO

Name Description Regular Large

Espresso A double shot of straight espresso. P100 P150

Caffe Americano Espresso combined with hot water, a P185 P200

gourmet brewed coffee.

Cappuccino Espresso with a smooth topping of milk P100 P150

foam.

Caffe Latte Espresso combined with steamed milk, P80 P100

topped with a small amount of velvety milk
foam.

Caffe Mocha A Caffe Latte combined with Ghirardelli P75 P100

chocolate, topped with whipped cream
and chocolate shavings.

Espresso A straight shot of espresso topped with a P75 P120

Macchiato spoonful of rich milk foam.

Espresso Con A straight shot of espresso topped with a P90 P120

Panna generous dollop of whipped cream.

Espresso Latte Our famous latte made even more creamy P90 P120
Breve with half and half.

Espresso "Red Espresso combined with our gourmet P70 P100

Eye" coffee of the day to get your day going.

COFFEE DRINKS

35
 Name Description Small Large

The Banana Nut Coffee. Warm milk. Banana, macadamia P120 P150
Java nut and vanilla syrups. Topped with
whipped cream and cinnamon dusting.

The Cafe Milano Coffee. Warm milk. Amaretto and vanilla P130 P160
syrups topped with whipped cream and
almonds.

FLAVORED ESPRESSO DRINKS

All flavored drinks feature quality Monin and Ghirardelli syrups.

Name Description Regular Large

Vanilla Cappuccino made with vanilla flavored P100 P120

Cappuccino milk foam.

Vanilla Latte A Caffe Latte with vanilla essence P120 P150

added.

White Chocolate Espresso, white chocolate flavoring P150 P180

Latte and steamed milk topped with velvety
foam and white chocolate shavings.

The 50/50 Latte Espresso. Vanilla and orange syrups, P130 P150
steamed milk and whipped cream
topping.

The Raspberry Coffee. Raspberry and chocolate P140 P180

Mocha Latte syrups. Half and half. Whipped cream
topping.

Chai Latte Espresso. Chai. Steamed milk and P100 P150

whipped cream.

HOT COCOA DRINKS

All hot cocoa drinks are P150.00.
Name Description

French Vanilla Hot cocoa with vanilla and whipped cream.

Cocoa

36
 White Chocolate Hot cocoa with white chocolate and whipped cream.
Cocoa

Chocolate Truffle Rich dark hot cocoa with whipped cream topping.
Cocoa

Holiday Spice Rich hot cocoa and holiday spices. Topped with whipped
Cocoa cream.

Peppermint Cocoa Rich chocolate and refreshing peppermint. Topped with

whipped cream.

Ovaltine Ovaltine Chocolate Malt and milk.

SMOOTHIES
All smoothies are P120.00
Name Description

The Espresso Chocolate Malt A chocolate malt for grownups.

The Double Dutch Chocolate Smoothie Very chocolatey

The Mocha Smoothie An all-time favorite.

The Vanilla Smoothie Rich natural vanilla flavor.

50/50 Smoothie (Orange and Vanilla) A 50's favorite.

>Teas
ICED TEAS: Classic American Iced Tea; P60 Small, P75 Medium, P90 Large
HOT TEA: P50 Regular
● Earl Grey
● English Breakfast
● Peppermint
● Herb Apricot

37
● Earl Grey Lavender
● Darjeeling
● Formosa Oolong
● Golden Flowers Herbal
● Herbal Lemon
● Tropical Green

CHAI TEAS (hot or ice blended)

Chai Original (regular or decaf): P60 Regular , P100 Large
Vanilla Chai: P60 Small, P75 Medium, P90 Large

>Juices

Name Description Regular Large

Fresh squeezed Exclusively from Longhorn Orchards, P75.00 P100

orange juice Corpus Cristi, TX

Old-fashioned Made fresh daily from Pleasant P60.00 P100

Lemonade County lemons.

Genesis Juice Protein Boost, Green Machine, P50.00

Mango and Guava.

Martinelli's Apple A San Francisco favorite. P70.00

Juice (regular and
sparkling)

Crystal Geyser Juice P50.00

Squeeze

>Italian Sodas
ICED ITALIAN SODAS
Sparkling spring water, flavoring and ice. Blended or on the rocks.
Medium P50, Large P70
● Orange Soda
● Strawberry Soda
● Lemon Soda
● Cherry Soda
● Raspberry Soda
● Cream Soda (made with half & half)
● Peach Soda

38
 ● Kiwi Soda
● Melon
● Apple

SPECIALTY SODAS: All P30 Regular, P50 Large

Name Description

The Dreamsicle Sparkling spring water, ice, half and half, vanilla and mandarin
Soda orange syrups.

Cherry Vanilla Sprite, ice, cherry and vanilla syrups.

Soda

The Chocolate The company’s version of an egg cream.

Soda

>Other Drinks

Name Description Price

Nature Spring Water From Northern California mountain P10-20.00

springs.

Soft drinks Coke, Sprite, Royal, Mountain Dew, 7- P15-30.00

Up

Crystal Geyser Tejava P25.00

Tea

RockStar Energy Drink P25.00

Orangina Citrus Drink P30.00

>Snacks and Pastries

Item Price

Pleasantville Cheesecake P20.00

39
 Fresh scones, hot from the oven. P50.00

Bagels P50.00

Brownies P20.00

Blueberry Muffins P50.00

Croissants P50.00

Black Forest chocolate-covered espresso beans P150.00

Best Ever Bakery Fancy Cookies P100.00

>Deli Items

Item Price

Sandwiches: Turkey, Roast Beef, Ham and Salami. P150.00

Soup P120.00

Quiche P120.00

H. Utilities

Particulars Amount

Water P7,000.00

Trash Service P300.00

Telecommunications (Cable and Internet) P3,000.00

Electricity P10,000.00

Telephone Bills P1,500.00

Gas Bill P2,000.00

40
 Rent Expenses P15,000.00

TOTAL P38,800.00

I. Labor Requirement

POSITION JOB DESCRIPTION JOB REQUIREMENTS

General Manager ● Handles the overall
operation of the business
● In control of decision-making
● Authorizes acquisition of
major machineries, office
and production supplies and
equipment
● Implements the company’s
management policies, plans,
and programs
Staff/ Personnel ● Responsible for each station
(ex. Napping area and netflix
room)
● In charge on customer’s
request
Accountant ● Takes charge of the payroll
distribution
● In charge with the budget of
the shop
Cashier ● Takes charge in daily
operation serving clients
● Takes care of the sales
Security Guard ● Maintains the order inside
the store
● Secure the safety of the
customer
● Male/Female
● Must possess a
bachelor’s/college degree in
any business-related course.
● With at least 2 years of
experience in related field
● Computer literate
● Has great leadership and
teamwork
● Must be quick-witted on
different situations
● Must have a pleasing
personality.
● Atleast 18 years old
● Must be quick and efficient
● Must have at least Bachelor’s
Degree in Accountancy.
● Honest
● Punctual
● Flexible
Must have a positive and
pleasing personality
● 2nd Year College
● Must be physically fit
● Already had an experience

J. Assessment of Risk

● New food entertainment and cafeteria industry often makes one of two
mistakes: either unprepared or ready to open. Low initial service or product

41
 consistency discourages returning customers. Many first companies are
investing all of their opening resources and are unable to sustain the price.

● First impressions are crucial to make the business memorable. Poor service
can make the food and its surroundings redundant. On the other hand, a
satisfied customer will return to the establishment and will also recommend it
to other customers.

● A prospective business owner must know the competition before deciding to

open a restaurant. In order to keep competitors a step ahead, it is also crucial
for regular research on current and projected future trends. A detailed review
of market trends and the feasibility in the restaurant community is a good way
to estimate future profits for any quarter.

● Although the company’s stakeholders saw the interest in the new platform.
Employees could have a different perspective. They may see little value in the
portal and see it as an inconvenience for their established processes and
routines. This creates an inconvenience for employees to get the data that they
can easily find anywhere else.

● The role of corporate governance is a significant internal business aspect. The

style of leadership and the models of other corporate governance have an
influence on organizational culture. The positive or negative essence, the
degree of family friendliness, the quality of communication and the importance
of employees are cultural consequences that arise from leadership
approaches. Companies also have a structured framework or direction for
mission and vision statements. They are forward-looking statements that
provide the organization with decisions and activities.

V. MARKETING PLAN

A. 4Ps Competitive Analysis

PRODUCT PRICE PLACE PROMOTION

933 Creatives ● ₱50 per hour 1042 G.M. Tolentino 922 Creatives deliberately
● ₱120 per four hours Street, Sampaloc mismatched interiors that, of
● ₱150 per four hours with Manila course, work perfectly to make
the place look quirky and

42
 access to a dedicated
desk or drafting table.
● ₱300 for a whole-day
pass.
● ₱350 for a whole-day
pass with a dedicated
desk or drafting table.
● ₱1,499 for 7 day pass
(valid within one month)
● ₱3,999 for 30 day pass
(valid within three months)
OrangeDesk ● ₱50 per hour for students.
Coworking ● ₱150 per four hours for
Space and students.
Study Lounge ● ₱300 for a whole-day pass
for students.
● ₱1,800 for a 7 day pass for
students.
● ₱4,500 for a 30 day pass
for students.
● ₱50 per hour for
professionals.
● ₱150 per four hours for
professionals.
● ₱400 for a whole day pass
for professionals.
● ₱2,000 for a 7 day pass
for professionals.
● ₱5,000 for a 30 day pass
for professionals.
Diligence Cafe
● ₱80 per hour
● ₱250 per four hours
● ₱ 450 for an overnight
stay with free use of the
shower room.
● ₱3,500 for a month of
access to their amenities,
inclusive of five free uses
of the shower room.
43
creative, this coworking space
has spots for everyone. Some
desks give off a professional
vibe, looking like cubicles that
are reminiscent of traditional
office spaces while some
feature a more laid-back
atmosphere. As a space meant
for creatives, you can also
request access to a drafting
table. With fast WiFi, showers,
a napping area, and free-
flowing drinks and snacks, 933
Creatives is likely to boost your
productivity and fuel your
creativity.
Espana Boulevard Students are encouraged to be
corner P. Noval more creative with their place
Street, Manila City of study at the Orange Desk.
They have "grass-covered"
floors where you can sit down
and review anything you want,
but they do have smaller desks
for the individual customer and
large tables suitable for parties
and couch sets for anyone who
wants the normal configuration.
Students of architecture will be
pleased to hear that
OrangeDesk has a drafting
table. They sell complimentary
drinks and have a napping area
and a bathroom with a tub. If
you are the type to bring home
(or elsewhere) your own food,
you can keep it in the fridge and
heat it up later on in the oven.
Also, they have a resident dog
named Sulley whom you can
play with and get some of the
tension out.
Unit 2A, Elizabeth Diligence Cafe offers unlimited
Hall, Katipunan coffee so customers would not
Avenue, Loyola be falling asleep while
Heights, Quezon working. But if they really need
City to sleep, they also have
napping areas ready for some
quick shut eye. They also have
shower rooms and printers
ready for when you’re heading
straight to work or class.
B. Target Market (Primary & Secondary)

The company’s major target markets are as follows:

● Students

The area has students in several schools, including nearby College schools and State
University. Coffeehouses have proven to be very popular with students, even high
school students as an "in" place to go that is also affordable.

● Travelers

People all over the world enjoy coffee, and for many, it is their ‘go-to’ drink. When
traveling, a lot of things happen while traveling that are likely to deplete their level of
energy. Coffee for travelers will invigorate them and shake off that feeling of laziness
and/or fatigue.

● Employees

Drinking caffeine will help employees remain focused and concentrate better. Coffee
can help workers stay awake because it increases their brain activity and causes an
energy boost. Coffee doesn't really wake people up, but it can stop that drowsy feeling.
When people feel better they produce better.

● Local Residents

Local customers form the loyal core of our business. We will reach out to them through
local marketing, involvement in the Chamber of Commerce, support of local charitable
organizations.

C. Big Idea

“Your coffee category expert”. The tagline of the company aims to be the oracle on
the field of coffee and wants to help every individual to be productive by providing them
with coffee that awakens their notable pursuits.

As society offers a path to a new all-conveyance by membership from that point it could
be where coffee is available in terms of having an advantage. It will bring with more
media inclusion of coffee in general we need them to be inventive on their own through
it they will feel free by their feelings.

D. Creative execution

44
The company’s marketing strategy will communicate to the target customer segments
that its product clearly exceeds all of the competitors. The strategy will employ several
methods to communicate the message. The first will be a print advertising campaign.
Several different sources will be used including a local restaurant industry journal as
well as a regional coffee shop trade publication. Advertisements in these publications
will be effective in reaching the target audience.

45
A second method that Coffee Connoisseur will use to get out the word will be by having
several different cuppings. A cupping is analogous to a wine tasting where many
different varieties are tasted, compared, and analyzed. The cuppings will be a perfect
opportunity for Coffee Connoisseur to have prospective customers taste the difference
between its products and the competition. To develop awareness of the superior
product offerings, the company must offer a superior level of customer service to
support the products. Coffee Connoisseur recognizes that a business cannot solely
compete on product alone, that much of the transaction involves excellent customer
service.

E. Media rationale

The company’s most important marketing strategy is to get word of mouth advertising
from its customers as the Coffee Connoisseur brand not only provides the coffee but
also the experience. The company also provides free samples to its customers as part
of its promotional strategy of new products to get the product review and increase its
purchase intention. Coffee Connoisseur is also focused on our own website and
facebook page, supporting its campaigns and communicating with its customers. As
part of the coffee industry, the company also runs a loyalty scheme that allows it’s
regular customers to get discounts on products and receive points at any Coffee
Connoisseur outlet.

46
 F. Media Plan and budget

COFFEE CONNOISSEUR

TITLE TIME DATE LOCATION MEDIA ESTIMATED

PLATFORM COST

Launching 8:00 PM May 5, YouTube YouTube P5,000.00

of first 2022 Channel
YouTube
Video on YT
Channel

First 15 8:00 PM June 8, All Branches Facebook, P5,000.00

customers 2022 Nationwide Instagram,
gets free Twitter
sample
(paid ad)

1C+1S 4:00 PM June 15, All Branches Facebook, P5,000.00

Promo 2022 Nationwide Instagram,
(paid ad) Twitter

Isang Kape, 2:00 PM June 8, All Branches Facebook, P40,000.00

Tulong Sa 2022 Nationwide Instagram,
Estudyante Twitter,
(Pamela Website
Swing
Promotional
Video)

#ArawNgKal 3:00 PM June 12, All Branches YouTube, P5,000.00

ayaan 2022 Nationwide Website

TOTAL = P60,000.00

VI. Milestone

Name of Start End Date Personnel in-charge Department

Milestone

Leasehold Build- Dec March Jela Mae Idanan Owner

Out 2021 2022

Equipment Feb Mar 2021 Arving Pradkam IKEA Corp.

Installation 2021

47
Marketing Plan Feb June Aleisza Regalado Marketing
2021 2021

Fixture Table Nov May 2022 James Cinco Flour Corp.

Construction 2021

Begin June Jan 2022 Jillana Mae Estalilla Chief

Construction 2021 Operating
Process Officer

Design Feb May 2021 Desiree Francisco K. Architects

Management 2021

Legal Research Sep Dec 2021 Ricky Lee Legal

2021

Entertainment Mar Sept 2021 Desiree Heart Francisco Owner

Research 2021

Purchasing Feb Nov 2021 Hannah De Mc Cuttac Chief

Research 2021 Financial
Officer

Interior Design Jan Mar 2022 Elle Uy Elle Uy

2022 Design

CONTRIBUTION OF GROUP MEMBERS

INTRODUCTION IDANAN UTILITIES FRANCISCO

INDUSTRY BG IDANAN LABOR FRANCISCO

REQUIREMENT

OVERALL SIZE IDANAN ASSESSMENT OF DE MC CUTTAC

RISK

GROWTH OF THE FRANCISCO 4Ps COMPETITIVE ESTALILLA

INDUSTRY ANALYSIS

PROJECTED FRANCISCO TARGET MARKET DE MC CUTTAC

GROWTH

HISTORY OF FRANCISCO BIG IDEA ESTALILLA &

COMPANY MEJIA

ORGANIZATIONAL IDANAN & CREATIVE ESTALILLA

CHART FRANCISCO EXECUTION

MISSION & VISION IDANAN MEDIA RATIONALE ESTALILLA

SWOT ANALYSIS ESTALILLA MEDIA PLAN AND FRANCISCO

BUDGET

48
 PESTLE ANALYSIS ESTALILLA MILESTONE FRANCISCO

COMPANY’S FRANCISCO REFERENCES FRANCISCO

MOTIVATION

STATEMENT OF GEN FRANCISCO

OBJECTIVES

EQUIPMENT & FRANCISCO

FLOOR PLAN

SUPPLIER’S INFO FRANCISCO

INVENTORY OF FRANCISCO
GOODS

PROCEDURE OF FRANCISCO
DISTRIBUTION

FINANCIAL PLAN IDANAN &

FRANCISCO

LOCATION IDANAN

SERVICE IDANAN,
OPERATIONS FRANCISCO

VII. References

Agriculture Monthly Magazine. (2019, November). Strengths and challenges of

Philippine coffee production. Agriculture Monthly. https://www.agriculture.com.ph/
2019/11/24/strengths-and-challenges-of-philippine-coffee-production/

Global Industry Analysts, Inc. (2019). Coffee Shops - Market Analysis, Trends, and
Forecasts. https://www.researchandmarkets.com/reports/4845904/coffee-shops-mar
ket-analysis-trends-
and?utm_source=dynamic&utm_medium=BW&utm_code=t6ls7c&utm_campaign=13
32012+-
+Global+Coffee+Shops+Market+Analysis%2c+Trends%2c+and+Forecasts+2019-
2025&utm_exec=anwr281bwd

Government Philippines. (2018, April). DTI sees bright prospects ahead for Philippine
coffee industry. Securing The Future of Philippine Industries.
http://industry.gov.ph/dti-sees-bright-prospects-ahead-for-philippine-coffee-industry/

Leano, P. (2018, March). Philippine coffee industry is hot and brewing. Securing The
Future of Philippine Industries. http://industry.gov.ph/philippine-coffee-industry
-is-hot-and-brewing/

Philippine Statistics Authority. (2018). 2016 Annual Survey of Philippine Business

and Industry (ASPBI) - Accommodation and Food Service Activities Sector For All
Establishments: Final Results | Philippine Statistics Authority. Psa.Gov.Ph.

49
https://psa.gov.ph/content/2016-annual-survey-philippine-business-and-industry-
aspbi-accommodation-and-food-service-0

Software, P. A. (2009). Coffeehouse Business Plan Sample - Product Offering |

Bplans. Www.Bplans.Com. https://www.bplans.com/coffeehouse_business
_plan/products_fc.php

Statista Consumer Market Outlook - Segment Report. (2017). Coffee - Philippines |

statista market forecast. Statista; Statista. https://www.statista.com/outlook/3001
0000/123/coffee/philippines

Tapnio, K., & 2019. (2019). 10 Outstanding Study Lounges for Getting Work Done.
SPOT.PH. https://www.spot.ph/newsfeatures/the-latest-news-features/77044/
study-lounges-coworking-spaces-metro-manila-a2748-20190301-lfrm

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