1.

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

1.3 Keys to success

To succeed in this business we must:

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

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

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

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

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

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

Promote good values of company culture and business philosophy.

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

establishment.

Offer the highest-quality lunch time fare.

2.0 Company Summary

MYrienda stall is unique to Dumaguete City. This concept offers customers variety, and
unique Filipino snacks within a single establishment. The menu will broaden our appeal to the
costumers and provide our customers with a different experience on each visit.
MYrienda is focused on servicing Negros Oriental State University growing demand for
an ethnic eating experience. For lack of a better term we are launching an ethnic snack - a stall
concept that responds to NORSU students need for selection and choice. MYrienda is a
complimentary mingling of Filipino snack that every costumer will surely love and enjoy it.
Our management team has knowledge in hospitality management combined experience in
food, restaurant and hotel, business management, finance, and marketing arenas.

2.1 Company Ownership

The business is organized as a sole proprietorship where the management is headed by
the owner himself Mrs. John Carl C. Flordeliz, who will act as the manager at the same time,
invest 25000 as initial capital.

2.2 Start-up Summary

After spending several months searching for a convenient location, the owner decided to
lease a commercial space in NORSU. The start-up capital will be used for legal expenses,

kitchen inventory and equipments, packing and other materials, insurance, rent, promotion and
business sign, and inventory on hand at start-up, as shown in the table below.

Rent:
The commercial property will be leased in June, 2015 for a minimum of one month, with
the option to extend the lease for another 11 months after that.

Inventory:

Food preparation: aprons, cloves, storage container, trays, work table, condiment bottle,
cleaning supplies and equipments, table wares, pots and pans, glassware, banana leaves,

cooler.
Utensils: cooking utensils, knives, stove.

Equipments:
Seven thousand and worth of equipments (long-term assets) will be expense over the next
eleven months. A complete list of the equipment to be purchased, including prices and
acquisition terms, will make available for both the investor and the banks consideration.

Inventory on hand at start-up includes specific ingredients for torun preparation, lumpia
wrapper, coconut milk, glutinous rice, condense, oil, sugar, calamansi and sauces, juices and
other soft drinks.

Legal expenses include business formation, advice and assistance, basic contracts reviews, and
general business advice.

Permits expenses are the additional cost incurred to operate legally in the school area.
Table: Start-Up
Start-Up Expenses:
Business Permit

1666.66

Equipments

5319.00

Land Lease

2500.00

Labor

12000.00

Ingredients

1284.00

Others

2230.34

Total Start-up Expences

25000.00

2.3 Company Locations and Facilities

Our stall is located in Negros Oriental State University fronting College of Business
Administration and CNDPS.
Myrienda stall will open from Monday-Saturday, 8:00am-6:00pm with no lunch break
A. These are the Rules and Regulations for the Employees of the Myrienda stall.
Employees must report at least thirty minutes before their shift begins
Employees have a maximum of five absences annually before sanctions will be

applied after due process.

Employees will have a maximum of (3) incurred tardiness before sanctions will

be applied.
Employees must wear their uniform at all times during their duty hours.
Chef and assistant chef cannot declare future absences at the same time.

Absences must be declared three (3) days before the days of the leave.
Relationships among employees are prohibited.
Employees must always maintain a positive reputation among his/her dwelling

place and at Dumaguete City.

Employees must always observe proper hygiene.
Kitchen staff should wear the necessary gears in handling foods.

3.0 Products and Its Description

Myrienda provides its original product Biko-Torun and cold beverages. Biko-Torun its a
biko wrapped in lumpia wrapper deep fried served with Choc syrup and condense.

3.1 Competitive Comparison

MYrienda identifies COOP, cafeteria, canteen, and the food stall in College of Business
Administration as its competitors.
Myrienda stand-out from all its competitors because we provide our product in most
convenient in efficient way. Our product is an original idea of the owner of the company. We
proudly present our product Biko-Torun a unique and special Torun because it serves with Choc
syrup and condense.
MYrienda will ensure that it offers quality delicacies to the customers at a faster and
cheaper rate. Also, it will not neglect the health of its customers and see to it that everything
served is clean.
3.2 Sourcing
The ingredients of our main product Biko-Torun purchase in Dumaguete City public
market. And the beverages will be ordered in pepsi Cola Company and other major brands.
3.3 Future Product

Our future product will depend on the demands of the customers and in seasonal
occasions. But we are definitely sure that our products will be focus on Filipino snacks.
4.0 Marketing Analysis Summary
The Students in Negros Oriental State University is the primary market of the business
because a number of these students are not Dumaguete City. They would always look for places
to eat and would also have the purchasing power to eat. Even if they are also from Dumaguete
City they would also find time to go to some places during vacant time.
The secondary target market is the teachers and other employees in the school that dont
have the time to go to their homes to eat while working.
4.1 Market Segmentation
MYrienda intends to give satisfaction to its target market. We want everyone to feel
welcome and entertained. We have defined the following groups as targeted segments that
contribute to our growth:

Students
The Teachers
Visitors
Guards and Janitors

Table: Market Analysis

Students
Teachers
Visitors
TOTAL

JUNE JULY AUGUST SEPT OCT NOV

10% 6760 6800
5400 6920 3500 7800
5%
20
20
20
20
20
20
2%
10
2
2
2
2
10
6790 6822
5422 6942 3522 7830

DEC. JANUARY FEBRUARY MA

5070
6760
6760
20
20
20
2
2
2
5092
6782
6782

Chart: Market Analysis (Pie)

Sales

students
teachers
visitors

4.2 Target Market Segment Strategy

MYrienda intends to give to the teenagers and youngsters in NORSU. We have chosen
this group for several important reasons. It is our goal to be "the extraordinary biko-turon
makers" and we believe that the age group from 15 to 25 is the primary age where brand building
efforts could take place. They are on limited or fixed incomes and seek a value/price relationship
that will not stretch their budgets.
Our secondary target is between the ages of 25 and 37. They are more flexible in budgets and
seek more than a value/price relationship.
Our snacks strategy is dual purposed. First, we are featuring our very own original product.
Second, we want to keep the price affordable as possible to keep us in competition with other
snacks outlets in the campus.
4.2.1 Market Trends
Snack bars or food stall are widely known in the Philippines because it is very convenient
and affordable. People are attracted to the different strategies of these snack bars.
MYrienda choose Negros Oriental State University as its market because of the
opportunity of high sales, and aside from that, we consider the students as the market and we all
know there is a huge number population of students in NORSU.
4.2.2 Market Growth
Basing on the kind of product we offer and on the basis of the given percentage of buyers of
snacks/food in the school, we have come up with an average percentage that 2% of tourism
population w/c is 16,668, are surveyed as potential buyers of Biko Turon.

The percentage mentioned seemed so small compared to the usual potential market targeted by
some sellers, however, such rate is a starting point of our market growth. In each student, there
are estimated averages of 2-3 persons that they can invite after they have consumed our products
for instance. If the 2% population which is about 338 students will invite at least 2 persons each,
the percentage will be tripled until a 100% growth is attained.
4.2.3 Market Needs
There are two market needs we are attempting to fill. First, there's a need for a snack
stall that produces tasty food, at a low cost, in a clean environment. There are many people,
considered in the traditional sense to be "Middle Class" and above who will not set foot inside its
environment due to the environment`s lack of cleanliness.
To fill the needs of these customers, we will market products that appeal to their taste,
and their sense of "place." In addition, our tables, and floors will be cleaned constantly
throughout the day, and we will maintain a very high standard of cleanliness.
4.3 Industry Analysis
Despite of the competence in the industry of food services in Negros Oriental State
University, we are confident enough about our product because of its unique style that brought
satisfaction to the buyers. Our product is in the pocket of the students which means they can
afford it easily.
4.3.1 Distribution Pattern
We distribute our products direct to customers, through retail and through pack orders.
We don't rely on a channel of resellers or distributors to get our products into the hands of
consumers.

4.3.2 Competition and Buying Patterns

The snack bar business is based on the impulsive choice of consumers. Many people buy
their business snacks; those snack bars offer not necessarily the best selection, but the most
reliable menu and the fastest order completion time. Customers will try other snack bars, but the
majority of their food purchases are from one of their favorite snack bar or snack stall. Our goal
is to capture those customers, and to build loyalty to the product through purchase punch cards,
and a direct mail list.
4.3.3 Main Competitors
MYrienda identifies COOP, cafeteria, canteen, and the food stall in College of Business
Administration as its competitors
4.3.4 Industry Participants
In Negros Oriental State University there are 3 stalls that will provide snacks and drinks
to the students; they operate from 7am to 5pm.

5.0 Strategy and Implementation Summary

MYrienda business strategy will be to emphasize its healthy, custom food alternatives.
Most of the competitors cannot compete with MYriendas biko-turon. Most places use a lot of
fried foods, compromising the nutritional value of their food. Additionally, no one offers the
same flexibility or ability to customize the product offerings. This competitive edge will also be
stressed in the marketing campaign.
As mentioned earlier, MYrienda marketing strategy will be distinct for each of the two
market segments that it is seeking to attract.

The sales effort will be based on obtaining 100% satisfaction. MYrienda will work hard
to ensure that every customer has a wonderful experience at MYrienda. Almost anything will be
done to ensure any problems that arise are corrected.

5.1 Competitive Edge

MYrienda has competitive edges that will help it succeed in its business. MYrienda
serves a delicious product at an affordable price that gives costumers satisfaction. MYrienda
takes pride on their establishment because of the uniqueness of their Biko-Turon.
5.2 Marketing Strategy
MYrienda will employ a two ways of marketing strategy in an attempt to reach potential
customers within the two market segments. To reach the students, MYrienda must use resources
that are successful in reaching the students. Recognizing that the students spend the majority of
their time on campus, MYrienda will rely on print advertisements and coupons within the student
publications. The print advertisements will serve to draw notice to MYrienda, increasing the
student's awareness about this newstall alternative. MYrienda will emphasize its product as a
tasty, healthy alternative to the campus snack plan as well as other local food vendors. MYrienda
will also use coupons as a way drawing in students. Coupons are quite effective for students;
most of them are on a fixed budget and jump at the chance to save money.
5.3 Sales Strategy

MYrienda will use the strategy of posting a picture of their product on a hall way where
students can see the posters. MYrienda will provide a promo that costumers well surely get their
attentions. In every purchase of Biko-turon they will get a free juice at first week.

6.0 Management Summary

Form of organization.
Mr. John Carl Flordeliz is a student in Negros Oriental State University taking up
Bachelor of Science in Hospitality Management; he has the ability of establishing any type of
food and beverages businesses. Because of his skills in entrepreneurship he will act as the
entrepreneur and at the same time the manager and decision maker of MYrienda.

As to ownership, the planned food stall is organized as sole proprietorship. The said
proponent, Mr. John Carl Flordeliz, as the capacity to capitalize the total investment cost which
is P15, 000.00. The business will be put up soon as the required funds are available.

6.1 Organizational Chart

Owner/
manager
The organizational plan shows
the employees
responsibilities with regards their work.

Cook

Assistant cooked

Kitchen assistant/maker

Cashier

The owner, Mr. John Carl Flordeliz, who at the same time is the manager of the stall,
handles the organization. He is responsible for directing the operations of the organization. He is
the decision maker of everything that involves the stall and its employees. The employees are
divided into two, the kitchen staff and the costumer service staff, whatever the concerns of the
two departments should go through the manager.
6.2 Personnel: Job Descriptions and Qualifications
A. Head chef responsible for cooking the meals.
These are the qualifications for a head chef:
Must be a graduate of any course related to cooking
Must have an experience in cooking
Must have good hygiene
B. Assistant chef- responsible for preparing the necessary ingredients for the head chef.
In cases where the head chef is absent he will automatically replace the responsibility
of the head chef.
These are the qualifications for an assistant chef:
Must have an experience in cooking
Must have good hygiene
C. Cashier- responsible for handling cash. Everything that involves money in under her
responsibility.
These are the qualifications for a cashier:
Must be female
Must be a graduate of any business course
Knows simple accounting
D. Kitchen Assistant- responsible for purchasing the ingredients and assisting the head
chef and assistant chef. Also in charge of washing the dishes and cleaning the kitchen.
Also responsible for opening and closing the stall.
These are the qualifications for a Kitchen assistant:
Must be male

At least 2 years in college

Familiar with kitchen utensils and the ingredients
Must have good hygiene
Must have good interpersonal skills

6.3 Personnel Plan

The daily salary of MYriendas personnel is P150.

7.0 Financial Plan

The following table below will show the 10 months projection of the financial statements
of the business, which will determine the future financial situations.

Revenue analysis
Prospective customers
Students

150

Teachers

20

Visitors

Total

172

172 persons per day

Therefore:

days in a month

product

1 month

10 months

Students

172

20

12.00

36,360.00

363,600.00

Teachers

20

20

12.00

7,200.00

72,000.00

Visitors

20

12.00

60.00

600.00
436,200.00

Assumed revenue

stude
nts
teach
ers
visitor
s
TOTAL

10
%
5%

JUN
E
300
0
20

JULY

2%

10

10

303
0
12
363
60

342
2
12
410
64

3022

3022

1522

4030

3022

3022

3022

3022

12
36264

12
36264

12
18264

12
48360

12
36264

12
36264

12
36264

12
3626
4

340
0
20

AUGU
ST
3000

SEPTEM
BER
3000

OCTOB
ER
1500

NOVEMB
ER
4000

DECEMB
ER
3000

JANUA
RY
3000

FEBRUA
RY
3000

MARC
H
3000

20

20

20

20

20

20

20

20

Expensive analysis
Cost of sales- 70% of gross revenue

(81480*70%)
Salary of employees
Salary per day

days in a month

total

Person 1

150.00

20

3000.00

Person 2

150.00

20

3000.00

Person 3

150.00

20

3000.00

Person 4

150.00

20

3000.00

Total

12000.00

In 10 months

120000.00

Rental
Monthly rental (2500.00 X 10)

250000.00

Taxes and license

Mayors permit and sanitary permit

20000.00 for a year

Inventory
Food preparation

Quantity

Price

Apron

30.00

Water jag

200.00

Tray

70.00

Work table

350.00

Condiments bottles

30.00

Pots and pans

400.00

Cooler

2,000.00

Calculator

159.00

Ladle

40.00

Gasolito

1,200.00

Tong

20.00

Cellophane

20.00

Caldero

800.00

TOTAL

Product
Glutinous rice

5319.00

Quantity
1kl.

Price
74.00

Coconut milk

2 big hole coconuts

30.00

Lompia rapper

100pcs.

60.00

Oil

1flat

20.00

Tablia

1pck.

30.00

Total

214.00