Executive Summary

Putomazing, the store is located at Hilltop Rd., Kumintang Ibaba, Batangas City
will offer ‘putos’ with a new twist with its flavor beyond their taste buds that will help
bring back the long-lost delicacy of the Filipino’s. It is a single proprietorship, owned
by Rhea Ramirez. The new product that was introduced in the market was planned to
be the best steamed rice cake ‘puto’ that offers price tags affordable to the customers
and at the same time served with delight and great taste with a twist for every customer.
The product is known for its attractiveness with its chocolate filling and coating
together with some rice crisps that adds greater taste to the product. Our primary
strategy is to offer customers a variety of options in choosing which flavor they would
like to try. Costumers may choose from different sizes of puto may it be big or small,
with or without chocolate coating and rice crisps depending on their taste. Though all
of the products have the chocolate as it’s filling, customers may customize their order
if they will buy tons of puto by order. The business will initially be home-based and will
use social media as a platform to showcase the features and characteristics of the
product.
 Management and Organization

COMPANY NAME: Putomazing

LOGO:

ADDRESS: Hilltop Rd., Kumintang Ibaba, Batangas City

VISION STATEMENT: Putomazing will be the leading ‘Puto’ business in the nation by
providing a unique taste that will satisfy the taste buds of the customers.

MISSION STATEMENT: Putomazing provides a unique taste and appearance with

fillings and toppings that will help revive the Filipino delicacies in the country.

KEY PERSONNEL: Owner/ Manager

WORKFORCE AND SUPPORT: ‘Puto’ Maker / Production Assistant / Seller

ORGANIZATIONAL CHART:

OWNER/MANAGER

ADVISORY
COUNCIL

PUTO MAKER SELLER

PRODUCTION
ASSISTANT
OWNERSHIP: Single Proprietorship

CAPITALIZATION: 450.00 (good for 1 week)

Compensation and Incentives: Minimum wage based on hour rate as provided by

law

External Management: Parents, Entrepreneurship and Marketing Teachers, and

Friends will be tapped as Advisory Council.
 Product Plan

Purpose of the Product

Putomazing will offer a different variety of ‘puto’ that will fill your unlikely taste buds.
Customers may choose from different flavors, level of sweetness and variety of colors.
The business will also provide the customers the freedom to choose on what they like.
Through these, the people will be encouraged to buy such and let it be part of the
Filipino delicacies.

Product's Unique Features

Putomazing have three unique features. First, the products have chocolate-fillings
that is unusual in taste and appearance. Second, the ‘puto’ is placed on a cupcake
liner which makes the product easier and hygienic to handle with. The third feature is
that the delicacy has chocolate coating with rice crisps that makes it even sweeter and
pleasing to the eyes of the customers.

Sample Product

Material and Tool requirements and sources of supply

The materials, tools, and the sources of supply are shown in the table below:

MATERIALS SOURCE
Flour Bimarco

Baking Soda Bimarco

 White Sugar Bimarco

Rice Crisp Bimarco

Chocolate Chips Bimarco

Food Color Bimarco

Egg Citimart

Fresh Milk Citimart

Butter Citimart

Evaporated Milk Citimart

Measuring Cup Unitop

Measuring Spoon Unitop

Steamer Novo

Electric Beater Novo

Molder Unitop

Production Process

Below are the processes and steps undertaken to produce the Puto by ‘Putomazing’

1. Prepare the ingredients:

 Flour
 Baking Powder
 Sugar
 Evaporated Milk
 Butter
 Egg

2. After the ingredients, prepare the materials needed:

 Steamer
 Molder
  Spatula
 Strainer
 Measuring Cups/Tablespoons
 Mixing Bowls
 Beater/Electric Beater

3. Fill the lower part of steamer with water and bring to a boil.

4. While boiling, melt the butter.

5. Set aside the butter and prepare a bowl and put the flour, baking powder and
sugar with a strainer to avoid lumps. Add the evaporated milk, egg, softened
butter and water. Mix it well.

 20 Puto

o 1cup Flour
o 1tbsp Baking Powder
o ½cup Sugar
o 6tbsp Evaporated Milk
o 1 Large Egg (white only)
o 2tbsp Softened Butter
o 1/2cup Water (add 1 to 2 tbsp water if it gets too thick)

6. Grease the molder.

7. Fill the molders ¾ of the mixture. Arrange molds in a single layer on steamer
rack and place over steamer. Lower heat to medium and steam puto for about
9 to 15 minutes or until toothpick inserted comes out clean.

8. Turn off heat and transfer the puto in its wrapper.

9. Put the chocolate coating together with the rice crisps.

Distribution Logistics

The business ‘Putomazing’ will initially operate on the main shop and will be
distributed on the canteen of University of Batangas. This will expand when it already
has an adequate funds that will be distributed to the diverse stalls built up that are
situated on various staple goods shops and shopping centers inside the City of
Batangas, such as, Citimarts, SM Batangas, Nuciti Mall, and Xentro Mall. Customers
will have the option to pick up their ordered putos or have it delivered with an additional
charge for their convenience. The product will be also featured on developed page on
various social networking sites in order for it to be accessible for the customers and
buyers to place their orders and ask some queries about the products. ‘Putomazing’
is also accessible for several occasions and events according to the preferences of
the clients.

Regulatory and other compliance issues

Putomazing will be registered as a single proprietor enterprise with the

Department of Trade and Industry Provincial Office. With the application of such, a
barangay clearance will also be secured in order to apply for the Mayor’s permit that
will grant the business operation. Also, the BIR registration will also follow after getting
the necessary documents. The people behind the business such as the owner,
employees and etc. will be registered with the Social Security System.
 Market Plan

Marketing Analysis which includes demand and supply vis-à-vis competitors

Historical Total Supply: Previous 5 Years T-Shirts Sold by the Total

Data Demand Competitor per Year Supply
(5 Years)
A B C D E
Year 1 30,891 1,689 1,979 2,256 2,921 3,050 11,895
Year 2 40,599 1,869 2,300 2,583 3,267 3,489 13,508
Year 3 49,632 2,389 2,600 2,998 3,890 3,997 15,874
Year 4 59,999 2,957 2,981 3,300 4,210 4,378 17,826
Year 5 69,750 3,200 3,359 3,758 4,345 4,900 19,562

The table above shows that there is an increasing demand for rice cakes
especially puto in the province of Batangas. But the demand for the product was not
met by the existing five famous store of rice cakes that results a gap between the
demand and the supply. This shows that there is a huge number of unmet demands
in the market.

Marketing and Sales Strategies

Marketing Strategy

The proponent will use the market penetration to draw in client by the utilization of
intense promotion effort and to keep up our present showcasing system by offering a
similar quality being offered to the market.

 Different platforms for advertising and promotion - In the stiff rivalry on food
industry, we will focus on making new techniques that will most likely help
capture the attention and make the clients aware to the product we offer in order
to build long term association with the clients. Using the modern technology
available, we will be ready to utilize variety of platforms to feature and increment
the nature of our product in the general public.
 Flyers – Distributing flyers is a big help for the business in terms of marketing
the product offered by the business. Through flyers, the product will be noticed
 by the different prospective. It will also increase the awareness and visibility of
such to the customers.

Sales Strategy
The sales strategy will emphasize the ordering and buying of putos by the
customers in an easier, accessible and not time-consuming way by developing a
website. This website will be helpful in the long run of the business in terms of sales
purposes. The website will allow the customers to place their orders and ask some
queries about the product.
Putomazing will also offer different promos to boost the sales in a certain period
of time. The business will also offer customized putos according the preference of the
clients as another strategy in booming the business. Also, it will take advantage to
different special occasions and holidays in the calendar by offering limited discounts
for the customers.
Product Characteristics of Features
Putomazing has a number of competitive features that will help us to achieve our
market penetration.

 Combination of Puto, Chocolate and Rice Crisps- The well-known rice cakes-
‘puto’s’ in the Philippines have cheese toppings that’s why we decided to come-
up with a unique flavor this time. Customers will be offered with different colors
of the product but with the same filling which is the chocolate or by preference
and large orders by the preferred filling. By with this, it will help to attract more
customer to buy puto according to their favorite color. The chocolate filling will
serve as its flavor which creates a unique taste compare to other ordinary ones.
Another feature of our product is that some of them have chocolate coating
together with rice crisps on the top. This product attracts more customers
because of its elegant look and delicious taste.
 Affordable and worthy- Putomazing can be bought with a small amount of
money but doesn’t hinder its good quality and taste that makes the customers
 satisfied. Since most of the potential customers are students, we try to offer
lower prices which is indeed favorable to them.
Pricing Policy

The puto offered by putomazing will have different prices because of its size, filling,
and coating. As such, pricing scheme that will be used is shown below:

SIZE OF THE PUTO PRICE (PESO)

Small with chocolate filling 5
Small with chocolate filling, 10
coating and rice crisp
Big with chocolate filling 10
Big with filling, coating and 11
rice crisp
7pcs. Of small puto with 20
filling

Sales Projections

Size Price Quantity Year 1 Year 2 Year 3

per month Qty. Peso Qty. Peso Qty. Peso
Small with 5 300 (15%) 900 4500 990 4950 1089 5445
choco filling
Small with 10 350 1750 17500 1925 19250
choco filling, (17.5%) 2118 21,180
coating, and
rice crisp
Big with 10 400 (20%) 2000 2000 2200 22000 2420 24,200
choco filling
Big with 12 450 2700 32400 2970 35640 3267 39,204
choco filling, (22.5%)
coating and
rice crisp
7 pieces of 20 500 (25%) 7500 150,000 8250 165000 9075 181,500
small with
choco filling
TOTAL 2000 14,850 224,400 16,335 246,840 17,969 271,529
 Year 4 Year 5

Qty. Peso Qty. Peso

1198 5990 1318 6590
2330 23,300 2563 25,630
2662 26,620 2928 29,282
3549 43,128 3953 47,436
9983 199,660 10981 219,626
19,722 298,698 21,743 357,770

Market Analysis Summary

The demand for ricke cake- ‘puto’ in Batangas continues to grow in the last five
years. With such, it was observed that the primary people behind this growth are the
students may it be on elementary, secondary or tertiary level because of the low cost
of the product. To increase market penetration, Putomazing will offer a different taste
and look of the ‘puto’ to gain customers. At the same time, we all know that we are on
the 21st century and by that an aggressive marketing campaign will be done with the
use of social media. Prices may vary depending on the what they like in which fees
may start from 5-20 Pesos.
 Financial Plan

Start-up Summary

Expenses Cost/pc 2000puto/month Year 1

Flour (200pcs/1kg) 50.00 500.00 6,000.00
Baking Powder (30pcs/1tbsp) 15.00 450.00 5,400.00
Sugar (30pcs/1cup) 59.00 1,770.00 21,240.00
Eggs (1dozen) 69.50 695.00 8,340.00
Butter 39.65 369.50 4,434.00
Evaporated Milk 30.00 300.00 3,600.00
Fresh Milk 32.00 320.00 3,840.00
Chocolate Chips 150.50 1,505.00 18,060.00
Rice Crisp 50.50 505.00 6,060.00
Food Color 4.00 40.00 480.00
Molder 2.50 25.00 25.00
Steamer 400.00 400.00 400.00
Pan 300.00 300.00 300.00
Spatula 59.00 59.00 59.00
Measuring cups & tbsp 104.00 104.00 104.00
Mixing bowl 50.00 50.00 50.00
Cupcake liner (200pcs) 16.00 160.00 1,920.00
Strainer 20.00 20.00 20.00
Plastic wrapper 50.00 500.00 6,000.00
Paper plates (200pcs) 30.00 300.00 3,600.00
Stove 500.00 500.00 500.00
Gas 800.00 800.00 3,200.00
Utility 200.00 200.00 2,400.00
Labor cost 6,000.00 72,000.00
Permits and Licenses 1,500.00 1,500.00
TOTAL 10,872.50 169,532.00
5-Years Profit/Loss Statement

Projected Income Statement for years 1-5

Year 1 Year 2 Year 3 Year 4 Year 5

Revenue 224,400.00 246,840.00 271, 298,698.00 328,564.00
529.00
Cost of 213,632.00 234,995.20 258,494.72 284,344.19 312,778.61
Goods sold
Materials 93,632.00 102,995.20 113,294.72 124,624.19 137,089.61
Other direct 120,000.00 132,000.00 145,200.00 159,720.00 175,692.00
expenses
Gross Profit 10,768.00 11,844.80 13,034.28 14,353,81 15,785.39
(loss)
Gross 10,768.00 11,844.80 13,034.28 14,353,81 15,785.39
Income
Expenses
Utility 2,400.00 2640.00 2904.00 3194.40 3,513.84
Permits and 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
licenses
Income 10,768.00 11,844.80 13,034.28 14,353,81 15,785.39
before
interest and
losses
Tax 576.80 634.48 697.93 767.72 844.49
Net Income 6,291.12 7,070.32 7,932.35 8,892.09 9,927.06
5-Years Cash Flow

Projected Income Statement for years 1-5

Year 1 Year 2 Year 3 Year 4 Year 5

Beginning 10,872.00 29,369.00 44,011.36 48,054.56 51,919.69
Cash
Balance
Cash Inflow
(Income)
Cash Sales 224,400.00 246,840.00 271,529.00 293,698.00 328,564.00
Total Cash
Inflows
Cash
Outflows
(expenses)
Payroll 92,000.00 79,200.00 87,120.00 95,332.00 104,965.20
Supplies 93,632.00 102,995.00 113,294.12 124,684.19 137,089.61
Taxes and 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
Licenses
Utilities and 2,400.00 2,640.00 2,904.00 3,194.40 3,513,84
Telephone
Other: 6,815.00 7,696.00 8,722.86 10,148.40 11,801.84
Subtotal 176,347.20 194,031.92 213,541.38 235,298.95 258,870.49
Other Cash
Outflows:
Loan Pricipal
Owner’s 18,687.70 8,796.72 9,932.86 11,479.36 13,625.94
Draw
Subtotal 18,687.70 8,796.72 9,932.86 11,479.36 13,625.94
Total Cash 195,034.90 202,828.64 223,474.44 246,778.31 272,946.43
Outflows
Ending Cash 29365.10 44,011.36 48,054.56 51,919.69 56,067.57
Balance
5-Years Cash Flow

Projected Cash Flow for years 1-5

Year 1 Year 2 Year 3 Year 4 Year 5

Beginning 10,872.00 29,369.00 44,011.36 48,054.56 51,919.69
Cash
Balance
Cash Inflow
(Income)
Cash Sales 224,400.00 246,840.00 271,529.00 293,698.00 328,564.00
Total Cash
Inflows
Cash
Outflows
(expenses)
Payroll 92,000.00 79,200.00 87,120.00 95,332.00 104,965.20
Supplies 93,632.00 102,995.00 113,294.12 124,684.19 137,089.61
Taxes and 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
Licenses
Utilities and 2,400.00 2,640.00 2,904.00 3,194.40 3,513,84
Telephone
Other: 6,815.00 7,696.00 8,722.86 10,148.40 11,801.84
Subtotal 176,347.20 194,031.92 213,541.38 235,298.95 258,870.49
Other Cash
Outflows:
Loan Pricipal
Owner’s 18,687.70 8,796.72 9,932.86 11,479.36 13,625.94
Draw
Subtotal 18,687.70 8,796.72 9,932.86 11,479.36 13,625.94
Total Cash 195,034.90 202,828.64 223,474.44 246,778.31 272,946.43
Outflows
Ending Cash 29365.10 44,011.36 48,054.56 51,919.69 56,067.57
Balance
5-Years Balance Sheet

Projected Balance Sheet

Year 1 Year 2 Year 3 Year 4 Year 5

ASSETS
Current Assets:
Cash at hand 46,000.00 52,808.08 57,987.42 63,3999.45 69,693.51
Total Current 46,000.00 52,808.08 57,987.42 63,3999.45 69,693.51
Assets:
Fixed Assets:
Fixtures 2,052.80 0 0 0 0
Total Fixed 2,052.80 0 0 0 0
Assets:
Total Assets 48,052.80 32,808.08 57,987.42 63,399.45 69,693.51
LIABILITIES
AND EQUITY
Current
Liabilities
Income Tax 6,815.20 9.696.72 8,722.86 10,148.36 11,808.81
Payable
Short-Term Loan 1,000.00 1,100.00 1,210.00 1,331.00 1,464.10
Payable
Total Current 7,815.20 8,796.72 9,932.86 11,439.36 13,265.94
Liabilities:
Total Liabilities 7,815.20 8,796.72 9,932.86 11,439.36 13,265.94
Capital
Capital 10,872.50
Add: Net Profit 48,052.80 52,808.08 57,987.42 63.399.45 69,693.51
Less: Drawings 18,687.70 8,796.72 9,932.86 11,479.36 13,265.94
Net Capital 40,237.60 44,011.36 48,054.56 51,920.09 56,427.57
Total Liabilities 48,052.80 32,808.08 57,987.42 63,399.45 69,693.51
and Equity