Vision

The most visited food house serving Butuan’s best sutukil cuisines.

Mission

Siab Sutukil Food House upholds Butuan’s culture through fresh, local and
sustainable seafood

Business Name

One of the essential requisites when establishing a business is formulating its name.
It does not only distinguish the business from other entities but also sums up what the
business is all about. A business name could be a good marketing tool that is why a catchy
name must be made. Therefore, the proposed name of our business is “Siab Sutukil Food
House”. It originated its name from a Butuanon term “siab“which means eat or kaon in
bisaya and “sutukil“, which stands for the three methods of cooking fish which is common
in Butuan: "Su" means "sugba" or to grill, "tu" means "tula" or fish broth soup, and "kil"
stands for "kilaw" or "cooking" fish in vinegar. The name signifies that our customers can
comfortably eat sutukil dishes of their preference in a butuan-themed food house.

Business Logo

“The Butuanon Diner by the River“

Business Location

The proposed location for the business is in

Business Description
 Chapter 4

MARKETING STRATEGIES AND IMPLEMENTATION

Positioning and Advertising

Basically, the power to keep the business in the market lies in the customers. Each
business must be able to meet customer needs to be able to survive in the long run.
Meaning to say, customer satisfaction is directly related to customer retention.

It is necessary for the management to strategize on how to boost the awareness of

potential market to generate new customers; encourage exiting customers to become more
regulars and increase the average amount that the customers will spend.

Siab Sutukil Food House will implement the following strategies:

1. Signage

Siab Sutukil Food House will acquire a signage, the one that is as big as possible but
limited to the allowable size by the city ordinance. The bigger the sign, the more visible it
becomes. Oftentimes, a picture is worth a thousand words.

2. Branding

Another marketing strategy the business would employ is “branding” which is one of
the most profitable marketing strategies ever known. By branding the business, the
target market can identify the existence in the community.

3. Print media and Radio

Leaflets and Flyers

 Will be distributed upon the opening of the restaurant to inform the market
its availability
 Will be personally done by the owner of the shop which has a budgeted
amount of Php 2,000.00
  Will include the following information:
 Services Offered
 Pricelist
 Company Address and Contact Number
 Business Hours
 Business Slogan
Tarpaulin
 To be placed in front of the shop and along the --- highway
 Cost would be Php 2,500.00
 Will include the following information:
 Business Name
 Business Address and Contact Number
 Business Logo
 Services offered
 Business Hours
 Business Slogan
Radio Advertisement

4. Website and blog

It would also consider on “content marketing” by writing about the establishment in

online blogs like facebook, twitter, wordpress and the like where workers / students /
families generally browse through different forum and blog sites before selecting a place
to hang out. Therefore, appearing in these blogs will increase the number of people
inquiring about karaoke bar.
 5. Customer feedbacks
According to Zarate (), selling the product does not end in the actual purchase
of the product or availment of service. Thus, Siab Sutukil Food House will render
free customer feedbacks and surveys with regards to the staff, ambiance,
management and the business as a whole. This after sales transaction will be
conducted for the entity to improve its product or service through the comments
and suggestions of the customers.

6. Word of mouth

During the first year of operations, the following will be the Marketing Plan of the business:
1. Radio Advertisement
2. LED Advertisement within the City

SALES FORECAST

We are expecting a conservative 5% increase in sales revenues annually

over the next 3 years and 3% for the Costs. The growth is adjusted for
inflation.

3. The following table shows expected Sales Forecast for the next 3 years:
4.
ASSET SAFEGUARDING

 Background check for every employee hired.

 Locks for office doors and file cabinets to prevent internal theft or break-ins.
 Access restriction.
 Passwords and firewalls in computers.
 Proper segregation of duties.
 Regular reconciliation of checks.
 Physical count of inventory.
 Employing a security guard.
 Security cameras (CCTV).

CASH RECEIPTS AND ACCOUNTS RECEIVABLE

 The cashier is of responsibility in the cash receipts; no other personnel may

take over its job than the manager.

CASH DISBURSEMENT AND ACCOUNTS PAYABLE

 To avoid duplicate payments, invoices must be marked “paid”.

 All requests for check or cash disbursement should include a copy of the
original invoice or receipt. The invoice should clearly show what is being
purchased and the amount. Specify the individual (by title, not name) who is
authorized to approve cash or check disbursements.
 Consider the use of purchase orders for purchases over certain amount. All
purchase orders (POs) should be approved and then reconciled with any
incoming invoices and receipt of the goods and/or services. Invoices without
a pre-approved PO would not be authorized for payment until reviewed and
authorized by management.
 Create an approved vendor list to prevent employees from setting up their
friend or relative as a vendor, who then sends in legitimate-looking bills to be
paid. Management must approve a vendor before any business can be done
with that vendor.
  Check signor should not be the one making the checks. Review the check for
signing, compare the check amount, payee, to supporting documentation
such as invoice, purchase orders, and item receipt.
 Print out a check register of all checks paid and verify completeness. Make
sure that all checks per register have been reviewed and signed and that
there are no additional checks.
 Have someone, other than the one who prepared the checks, mail the checks.
 If an employee is sent to a store with a black check to purchase supplies,
upon returning, the employee should submit a receipt that shows the items
purchased and the total tying to the amount of the check.
 If petty cash is used, a petty cash ledger should be maintained and receipts
attached for outflows.
Management Aspect
The Siab Sutukil Food House has established goals or objectives that are expected to
be attained within affirmed future dates. The sutukil food house is likely to expand the
business in other areas of Butuan, reaching those areas which are somewhat far from the
entity itself. Likewise spread-out its efficient and quality service for other target market.
The management of Siab Sutukil Food House is committed to rendering quality
services with activities that value its employees and customers. Empowerment programs,
benefits and incentive programs are designed in order to make them feel satisfied as well as
promote optimistic growth. There are procedures to be followed from recruitment to
selection and hiring. Siab Sutukil Food House uses the rational decision-making method. It
operates 15 hours on a daily basis from Monday to Sunday to fully accommodate customers
and serve them with finest. Wash and Learn vows to comply with all the necessary
requirements for the legality of its operation.

Financial Aspect
The projected balance sheet and income statement is feasible. The Return on
Investment is stable and increasing per year, providing great profit.