Professional Documents
Culture Documents
Business Plan
Submitted To:
Prof. Jonathan Afable
Submitted By:
3BAM5B – Group 2
Alvarez, Jenny T.
Arroyo, Shenn Hazel Z.
Caasi, Christiane Jae B.
Calimutan, Shane
Cruz, Ma. Claire G.
Domingo, Alvin L.
Gayaran, Joshella B.
Liwag, Vincent Angel B. (Leader)
Mahilum, Clarissa R.
Melarion, Milcah Rose
Pior, John Andrei
Reyes, Sarah Jane V.
Sabulao, Archie B.
Saldivar, Jason V.
Vaal, Emma G.
Vasquez, Cyrielle M.
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EXECUTIVE SUMMARY
Delectable Burger is a new restaurant that will serve a hamburger menu for the fun-
seeking eater, those looking for a unique dining experience. Delectable Burger aims to
cater to their individual needs. While having a delicious burger as the name suggests,
Delectable Burger will allow the eater to customize their burger from the inside out –
from the patty, condiments, bread and sides. With fun, hip marketing, Delectable Burger
will seek to earn its margins by matching the burger with individuals – their moods, likes,
humor, etc. You name it – Delectable Burger is the burger for you.
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I. THE BUSINESS
A. Mission:
Everything that Delectable Burger does is for its customers – it aims to be the most
successful, hip restaurant by catering to the younger crowd, mostly those in the call
center crowd. It aims to give fun in every burger by providing a unique dining
experience, not just in the menu but also the experience of dining in the restaurant itself.
Delectable Burger aims to be a source of joy in every bite of its meals.
B. Vision:
Delectable Burger sees itself as a pioneer in fun and will continuously drive for a quick,
joyful experience. Delectable Burger will maintain momentum by serving fun to more
and more people in each and every dining experience.
C. Business Principles:
Excellent Customer Service – above all, we aim to give excellence in every meal
that we serve and to every experience that our customers have with us.
Outstanding communication – Delectable Burger follows open, honest
communication and it will do so by providing real turnaround times and by
providing honesty in its packaging and advertising. This also includes openly
communicating and sharing information and knowledge among the staff.
Continuous Learning – Delectable Burger understands that there is learning to be
had in every experience (good or bad) and will strive to gain knowledge from
every encounter and in every feedback it gets from its customers.
Timeliness – Delectable Burger understands that the customers’ time is valuable
and must be treated with respect. Delectable Burger aims to provide all things
with proper timelines.
Innovation – We aim to provide a constantly changing strategy in providing a fun,
joyful experience. As much as possible, Delectable Burger will aim to create new
ways to provide its service.
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II. MARKETING CONCEPT
A. Target Market:
1. Area Coverage
Delectable Burger aim to target young professionals from the business district of
Eastwood. Known to be a hub of call centers or Business Process Outsourcing,
Eastwood is the ideal market to tap into for Delectable Burger. Delectable Burger will
open a stall at the food center at Citiwalk. Because it is a go-to place for employees to
spend their lunch breaks on, and since it is in the middle of the different call centers in
the area this would be ideal.
2. Target Market
Based on interviews conducted by the Delectable team, it was discovered that the call
center employees in Eastwood are employed in 5 major BPO’s in the area and number
roughly in the thousands. The average employee is from 21-34 years old and have a
gross monthly income of Php15,000 to Php35,000. These employees work at different
shifts throughout the day:
Another factor to consider is the nature of working in the BPO industry itself. Some have
said that with a great deal of importance given to schedule adherence, the average
employee might not have time to go to establishments outside their office buildings.
Delivery and online ordering must therefore be an option, along with a simple and easily
understood menu.
Based on interviews, it was also discovered that the taste of the average professional in
Eastwood varies considerably, with some preferring Filipino dishes while others looking
for American, and even Mexican fare. This is reflected in the wide range of restaurants
seen there, with each type of food represented by one or more establishment.
Delectable Burger must therefore aim to cater to a wide variety of tastes.
3. Direct Competitors
Eastwood has several hamburger restaurants, including the major ones: McDonald’s
and Jollibee and smaller, local establishments like Zark’s Burger and Tropical Hut.
While these are well-known restaurants and have an established menu, and some
giving size of their burgers as an option, what they lack is customising. None can truly
say that customers can pick and choose all of the elements of their burger. And none
can say that they can cater to those looking for a Filipino burger or Mexican burger.
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With health being a big issue among young professionals, a healthy all-vegetable
burger, which is lacking in almost all burger restaurants, must also be an option.
Delectable Burger’s main customers are 21-34 year old employees, mostly from call
centers, who have limited time to eat their meals and are easily distracted by different
marketing gimmicks. To target this, Delectable Burger will highlight its strengths by
marketing it uniqueness. Delectable Burger will be the only truly customizable burger
restaurant in the area, and will push this to its customers.
Delectable Burger’s main selling point is its menu. Customers can pick and choose
each element of their burger:
Patty:
Beef
Chicken
Longganisa
Tofu (all veggie burger)
Sauce:
Toppings:
Bun:
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Sides:
American Fries
Mexican tortilla chips
Filipino kamote chips
For ease of ordering, Delectable Burger has chosen to limit the menu to the ones shown
here. In time, with feedback from customers, the menu may be increased to include
other types of burgers (i.e. Persian or Thai burgers).
Ordering from Delectable Burger may be done in the physical store, through phone
orders or through the website. Delivery to the customer’s office will be offered, as well
as delivery to other areas in Metro Manila (with an added delivery cost). Special offers
will be given to those ordering 3 or more burgers for delivery.
Marketing for Delectable Burger will be fun and dynamic, targeting the young, fun-loving
crowd. Names of the burgers will reflect this:
Kano burger
Noypi burger
El Zorro burger
To target the health conscious consumer, calorie content of each burger will be featured
in the packaging as well as information about how to burn off excess calories (how
much exercise must be done, etc.). For the environment conscious, Delectable Burger
will not use any plastic products and will only serve in paper packaging. Information on
how to conserve materials and energy will also be printed on the packaging.
Special offers will also be fun and flexible, depending on the time of the year (i.e.
Valentine’s Day, Christmas, etc.) and promos will cater to the fun side of customers. For
example:
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These will all be featured in the website, which will reflect the values of Delectable
Burger. In the future, a mobile app may be created to make it even easier for customers
to order from Delectable Burger and to avail of any special offers and promos.
Delectable Burger will have a 24-hour operation, with a rotating staff. This is to cater to
employees working in different shifts and will include 24-hour delivery service.
Future staff will be hired from disadvantaged areas, as well as Call Center agents
looking to supplement their earnings. Delectable Burger also plans to hire hearing
impaired or other persons with disabilities. These are all things that the company will
promote and market.
C. SWOT Analysis
Delectable Burger has several strengths, weaknesses and opportunities that it must
consider when running the business:
Strengths:
Delectable Burger has access to numerous operations managers, team leaders and
agents from all the different BPO companies in the Eastwood area. With this extensive
network, Delectable Burger van easily get information on the likes and dislikes of its
target audience. At the same time, it can also easily market the company to its market
and potentially gain promotional tie-ups with the major BPO companies.
Because the Eastwood area is a relatively enclosed space, with the major BPOs within
walking distance between them, marketing Delectable Burger will be relatively easier.
Through simple advertising and word of mouth, spreading the word on the products and
services of Delectable Burger will be targeted and results could be easily observed and
studied.
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Weaknesses:
1. Limited budget
While Delectable Burger will have a relatively large budget to start the business, its
budget still pales in comparison to those of the major burger restaurants in the area –
McDonald’s, Jollibee, KFC, etc. Delectable Burger must therefore utilize creative means
of marketing and advertising its products to rise above the marketing of the giants.
Delectable Burger is a new player in the industry and will have to overcome its lack of
an established name to be able to succeed. To do this, the company will have to
provide quality products and give the best in customer service.
Although the Eastwood market would be a relatively convenient market to tap in terms
of delivery, Delectable Burger must also consider customers outside of Eastwood who
may wish to order its products. With a limited means of delivering to these customers,
this should be something that the company must address during its operation.
Opportunities:
The BPO industry is growing by leaps and bounds and is evidenced the increasing
number of new hires that companies have on a monthly, sometimes weekly basis. This
growing number of employees must be considered when running Delectable Burger.
Eastwood is an area known for several events held there – concerts, promotional
events, etc. are held on a regular basis. Delectable Burger needs to take advantage of
these and tap into these events.
3. Younger market
As time goes by, BPO companies are constantly adding younger and younger
employees to its workforce. Delectable Burger must constantly study the ages and
preference of these employees and adjust its marketing to target these customers.
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Threats:
1. New competitors
Eastwood may have new competitors that may enter its vicinity. This may be a potential
threat to Delectable Burger, who has to compete with the big burger restaurants.
Although Delectable Burger will be offering quality burgers to its customers, there will be
those who have brand loyalty with the big burger restaurants. This may be a challenge
to a small startup to overcome.
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III. MANAGEMENT ASPECT
A. Ownership
Management will be shared among the 16 co-founders of the company, some focusing
on certain aspects of the business: sales, marketing/promotion and finance. Ownership
will be shared among themselves as well. In the future, Delectable Burgers will offer
franchising to those who wish to have their own Delectable Burgers startup. Delectable
Burgers would like to tap into other markets with a strong BPO presence, such as
Ortigas Ave, BGC and Makati.
B. Organizational Structure
Delectable Burger will have shared ownership and shared responsibilities. Among the
16 co-founders, there will be a Finance, Sales and Marketing head. They will in turn,
manage the other co-founders who will serve in different departments: Finance,
Operations, Sales and Ecommerce (Website).
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C. Job Titles
Finance Director
Responsible for sales slipping or running the POS system. Tasked to tally the total daily
sales and report the Finance Director. Qualifications: Experience in cashiering or
working with a POS.
Sales Director
Head of the Sales department and directly manages the daily operations and sales of
Delectable Burgers. This includes obtaining raw materials (ingredients) and the
preparation of burgers. Qualifications: knowledge in sales processes.
Operations Staff
Responsible for the daily operations of Delectable Burgers. This includes: taking orders,
speaking to customers on the phone, etc. Qualifications: experience in Sales and
Customer Service.
Marketing Director
In charge of the Marketing and Advertising of Delectable Burgers. Directly manages the
Marketing/Ecommerce side of the business. Qualifications: knowledge in Marketing or
Advertising.
Marketing / Ecommerce
Staff responsible for maintaining and operating the website as well as assisting in the
Marketing programs of Delectable Burgers. Qualifications: experience in web design
and marketing.
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D. Payroll System
Purchase Order
Time Management Bank
Management
Payroll Admnistrator
Regular Employee
All payroll will be handled by the Finance Director, who will serve as the Payroll
administrator and the one in charge of Time Management and Purchase Orders.
Employees will be monitored for their times in and times out. This will be kept in a time
sheet that the Payroll Administrator will keep and maintain. On the given cutoff, the
employees will be granted pay for time spent at work. Deductions for government
payables will be computed. In the start of the business, employees will be give cash
payments. This will then be transitioned to bank payments after a few months of
operation.
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IV. TECHNICAL ASPECT
A. Operational Process
1. Stages of Operation
1.1. Input
Finance Director
Operations begins with budgeting, which is the responsibility of the Finance Director. All
expenditures, including: raw materials, utilities, salaries and other expenses shall be
approved by the Finance team prior to the funds being released.
Initial funds to be released will be for the sourcing of raw materials / ingredients. From
studies made by the Delectable Burgers team, it was determined that the following local
suppliers had the most affordable ingredients and the highest quality:
Once the proper amount of ingredients have been decided, Finance will then send out a
request for a quotation from these suppliers. The invoice will then be prepared and raw
materials will be delivered to Delectable Burgers for storage. Since Delectable Burgers
put a premium on freshness, ingredients such as vegetables will be purchased twice a
week.
In charge of the overall sales of Delectable Burgers, the Sales Director’s team will put
into motion the ordering process for customers, including those in-store and through
phone and online delivery. The servers shall take orders accurately and correctly, and
will ensure that all orders are passed on to the cooks efficiently. The cooks will then
prepare the customized orders as short a time as possible. Burgers will then be served
to the proper customer. Delivery persons will ensure that burgers are sent and delivered
within minutes to the correct customer.
Marketing Director
Driving the crowds to Delectable Burgers would be, in large part, from the efforts of the
Marketing Department. By targeting the promotions to the appropriate market, the
customers will be aware of the restaurant and would seek its customizable burgers.
Through traditional advertising such as posters and flyers, as well as online marketing
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(i.e. social media posts, email blasts, etc.) and word-of-mouth, customers would try and
enjoy the burgers of Delectable Burgers.
Information
Gathering relevant data is important for Delectable Burgers – the menu and most of its
Marketing and promotion is based on the likes of the customers. Because of this,
feedback is vital. Delectable Burgers will strive to gather as much information from the
customers as possible. Through surveys, interviews and from studying the comments in
social media, Delectable Burgers will know which burgers are popular and which
promotions are a hit with the customers. Adjustments to the menu or even to the
marketing may then be done.
Equipment/Machines
Another important aspect to the business is the equipment that will be used in its
operation, particularly the ovens used to cook the burgers and the refrigerators for
storage of ingredients. Because Delectable Burgers is a startup, it will make do with 1
oven or burner and 1 refrigerator or freezer. In time, profits from Delectable Burger will
be used to invest in bigger machinery, if needed.
Maintenance
Maintaining the operation of Delectable Burgers. This includes doing regular check-ups
on the machinery and equipment and regular checks on the suppliers and the
processes.
Product Control
Delectable Burgers must constantly inspect the quality of the products it delivers and
find ways to communicate and implement changes where needed.
1.3. Output
The final stage of operation is the final product. Once the burgers have been prepared
and delivered to the customers, the question is now, “is the customer satisfied with the
burgers?”
This is where ensuring that the service given is paid attention to. Performance of the
employees must be regularly monitored and checked. Along with feedback given by the
customers, each employee must be given an appraisal of their performance after a
certain period. This includes goal setting and targets being set. Ensuring that the
service that Delectable Burgers gives is among the best, if not the best in the industry,
is vital to its success.
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2. Model of Operation
Input
Output
Finance Director Transformation
Process
Finance Staff/ Cashier
Product Design Product
Sales Director
Maintenance Service
Operation Staff
Product Control Feedback
Marketing Director
Inventory
Information Quality
Capital or Finance Cost
Equipment/Machi
ne
In the beginning of the ordering process, Delectable Burgers must first gather a list of
suppliers for raw materials or ingredients. This is done with a request for quotation for
every item to be used in the restaurant. Ideally, there should be a main supplier and
backup suppliers for each ingredients, in case the priority supplier is suddenly unable to
provide the materials. Once the request has been sent to the potential suppliers, the
Managers shall study and decide which one will be the priority supplier and which ones
will be the backup suppliers.
1.2. Analyze and select suppliers,. Negotiate contract and Invoice from the Suppliers
The choice of suppliers to provide materials to Delectable Burgers will depend on:
The price
The quality of the ingredients (freshness, taste, etc.)
The location of the supplier (vicinity to the restaurant)
Dependability of the supplier (will they keep prices stable and fair?)
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The managers will then negotiate the contract and decide upon the suppliers and
provide delivery / pick up details. Once a fair contract has been signed, Delectable
Burgers will then be invoiced for the raw materials to be used.
A schedule of the receiving or pickup of the ingredients will be made. Once the
ingredients are in Delectable Burgers, the receiving staff must ensure that the items
received are correct (including the expiry dates) and the items received are complete.
Any item that is incomplete or incorrect must be made known to the supplier and the
right items are delivered as soon as possible. The delivery receipt will only be signed
once the correct ingredients are received.
Payment of the supplier will be made depending on what was agreed upon in the
contract. Ideally, Delectable Burgers will pay suppliers after a period of time or after a
certain cutoff period. This must be strictly adhered to by Delectable Burgers. Once this
is done, the cycle is complete.
DONE
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C. Receiving Process
1. Stages of Operation
In receiving of raw materials, Delectable Burgers must record the quantity and quantity
of the goods received. This can be done with the Delivery Receipt or the invoice of
items received by Delectable Burgers.
With the Delivery Receipt as a guide, the staff of Delectable Burgers inspects the
quantity of the materials received – are the ingredients received in the right number? –
and quality of the received goods to Delectable Burgers’ standards. Again, quality is a
priority of Delectable Burgers. Quality Control must be followed in every step of the
process. No substandard patty, bread or any other ingredient will be allowed. Rejected
goods will be returned to the supplier.
Delectable Burgers then focuses on the storage of the goods, which will be kept in its
freezer or refrigerator for a period of time. All Put Away Goods must be monitored for
their expiry dates. Some, like vegetables, with a short life span, must be replenished
after a week or two.
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C. Receiving Process
2. Model of Operation
Delivery of
Goods
Receive Goods
1
Approve Goods Receiving Area
QI Area
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D. Production Schedule
1.1. Labor
Since Delectable Burgers will be in operation for 24 hours, each of the partners would
take on the Acting Manager in Charge role during certain shifts of the day to manage
operations and to oversee the quality of the service being provided to the customers.
Operations staff will also take shifting schedules, all rendering 8 hours of work.
1.2. Machines:
All machines operate 24-hour/7days and must be inspected and maintained regularly.
Machinery may include:
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Commercial Fridge
Commercial Kitchen Prep Table
Commercial Ranges
Commercial Grills
Commercial Diswasher
Ingredients will be sourced from local providers. Each raw material will be received from
priority suppliers at the following schedules:
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2. Proposed Store Layout
EXIT
V. Financial Aspect
MANAGEMENT
A. FIXED COST SERVICE AREA COUNTER COMFORT ROOM
ROOM
RENT: 15,000Php
Utility Equipment
LOBBY AREA
Electric : 10,000Php
Water: 8,000Php
Internet: 3000Php
ENTRANCE
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V. FINANCIAL ASPECT
A. Budget Requirements
The total budget requirement for the business is around Php 3,000,000. This will come
from investments from the partners, as well as loans from the bank and other
investments.
1. Fixed Cost
Rent 60,000
Cooking Equipment 100,000
Electricity 20,000
Water 8,000
Internet 5,000
2. Operating Expense
Operating Delectable Burgers require a budget for all raw materials, as well as
expenditure for rent, machinery, equipment and salaries of the employees.
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Tomato 200 60 12000
Pineapple 50 60 3000
3. Labor Cost
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B. Sourcing Funds
1. Personal Funds
3. Investment Funds
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Proponents
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