SUNDRY COFFEE & PASTRY SHOP

Jesamae D. Tejones

OWNER
 Chapter I

INTRODUCTION

Concept

The business that I’ve been planning recently was a “coffee & pastry shop”.

Since, I’m a cookery student, I decided that this kind of business can benefit me by

using my skill and knowledge. The name of my business will be “Sundry coffee & pastry

shop”. According to Merriam-Webster Dictionary, “Sundry” means made-up of different

things. The products will be different flavors of coffee and different kinds of pastries and

the services that will be offered is, it will deliver a full-scaled, polished, pleasurable yet

casual coffeehouse, experience for many customers who constant the areas casual

spots. The Sundry will provide a much needed public-based, whole-sale coffee and

pastry operation that is currently unavailable to the City’s neighborhood. The Sundry

coffee and pastry shop will be located in a newly reconstruct facility designed. The

facility’s construction will easily allow for adjustable coffeehouse and pastry section

options making it favorable to numerous population. The facility’s location in a local

enterprise zone provides important tax advantages. I notice that the people in my

neighborhood loves to drinks coffee this habit of them sparked my interest to establish a

coffee shop near them.

Model

The first category of our sales strategy is to establish and maintain a position with

our primary section. In San Carlos City residents with 3 miles radius of the Sundry’s

location. We will depend upon satisfying these people with our coffee and pastry. Our

second category is to utilize the convention business through developing and

maintaining close relationship with planners of upcoming conventions and their

individual attendees in order to create a “private function” option for corporation visiting

San Carlos City during the early part of the month, as well as encouraging individuals

visits by many tourists who are available to promote coffeehouse. Our third strategy

targets 20-30 visitors to the park site. This segment provides mainly lunch and night

business. Forth, the coffeehouse will target sales to downtown and midtown businesses

for regular business lunch and night entertainment.

Product quality: Pastries and coffee are our products. They must be at a high-quality

and desirable.

Services: Our customers are pay up to have a good and relaxing time. Each member of

the staff will be courteous, productive and alert.

Marketing: We must need to target our customers early and continuously. While the

business is located at an average village, many people will be bring up to the near parks

surrounding the City Hall.

Management: We will need to have a strong supervision on coffeehouse experience

must be laydown in a style that will not only stimulate business but to reinforce word-of-

mouth suggestions and recommendation to others. Proper employee management,

simplification and quality control as the key. Sales verge and surpassing P 500,000 by

the end of the first year.

Aiming and maintaining a net profit of at least 15% by the second year. To develop

monthly sales to reach P150,000 by the end of third month of the labor and P50,000

monthly by the end of the first year of business. We must allure those customers who
regularly take advantage Sundry’s coffeehouse and an evening scene. Our customers

are well educated and interested in partaking of new experiences keeping the menu

offering “fresh” will remain a constant challenge to the business. Segment of the target

market tend to choose comfortable, affordable venues & repeat appearances at place

that offer familiar scenery with new twists.

Our coffee and pastry products must first sell themselves through an oral

communication. Next the packaging of the Sundry’s concept and external messages.

We offer an exclusive feel without a required “need” in your wallet. We then

communicate this through social media (Facebook, Instagram, Twitter etc.)

Special events sales elaborate opportunities to deal to companies for special events.

The specific arrangement is the owner with the assistance from the manager and staff.

The Sundry’s strategy is based upon targeting and serving.

Goals

Mission

The Sundry’s will deliver accessible and affordable quality coffee products and pastries

to the thousands of residents and visitors located within the City. The Sundry constitute

itself as a “classic destination” to the many residents of the greater San Carlos City

urbanite are, as well as countless of out-of-town visitors.

Vision

Offers comfortable and relaxing experiences from our coffeehouse.

Improve a strong relationship of our guest.

 Chapter II

EXECUTIVE SUMMARY

The Sundry is a full-service coffee shop or pastry shop located at Phase I,

Fatima Village San Carlos City. The coffee shop or pastry shop attributes different types

of coffee and pastries with the most affordable price that accumulate the best

ingredients from different parts of town. Urban people residing in the targeted in town

neighborhood, the many out of town visitors and workers who desires an experience yet

relaxing drinking and eating. Many of these customers seeks for a relaxing venues on

the weekend that also close to their homes. The Sundry offers them a relaxing

coffeehouse with a simple garden. The coffee shop will receive a considerable discount

from artist participating in the constructing of the establishment and other things that will

be feature in Sundry. The Sundry is a coffeehouse and a pastry shop venue that sells

average priced food to an exclusive coffee and pastry market. The Sundry menu will

deliver a selection of local and international kind of coffee and pastries influenced

mainly by Philippines and West countries (Europe….e.g. croissant etc). We will promote

our company product more than the name and label itself, because to be successful we

have to stand for product decency, excellent menu and offerings.

 Chapter 3

Business Proponents

Name : LUCIANO V. TEJONES

Address : Blk. 24, Lot 15, Phase I, Fatima Village, Brgy. Rizal,
San Carlos City,
Background : He’s my dad He has some friends that has enough
money to support my business.
Mobile No# : None

Name : ROSANELIA D. TEJONES

Address : Blk. 24 Lot 15 Phase I, Fatima Village Phase I, B-Rizal
San Carlos City, Negros Occidental
Background : She’s my mom. She has the skills that can help in my
coffee shop in also can contribute some financial
to establish my business.
Mobile No# : None

Name : DEMETRIO V. TEJONES

Address :Margarita Ext. Brgy. II, San Carlos City,
Negros Occidental
Background : He’s my uncle. He sells meats and imports them to some
places here in Negros he gains enough profit from
it that I think can help me in financial.
Mobile No# :None

Name : CRISILLE MUCA

Address : Samal Island, Mindanao
Background : She’s currently studying food & Beverage service and
Bread & Postry Production the also can help by promoting
the business in her Fb page page and other social media
platforms
Mobile No# : Kon Na-Fb acc

Name : MARIEL ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s currently studying Bread & Pastry Production, Food
and Beverage Service and a NC II holder for TCL –Cookery
and TVL-Bread & Pastry Production
Mobile No# : 09669647179
Name : PRECY ALPIS
Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : KRYSTAL CHYMM B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : MARIVIC T. MOSEN

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s work as a supervisor in a prestigious Hospital
Australia and NC II holder for caregiver.
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : PRECY ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
 NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : PRECY ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : PRECY ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : PRECY ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none

Name : PRECY ALPIS

Address : So. Calapnusan, Brgy. Lalong Calatrava, Neg. Occ.
Background : She’s Currently studying Food & Beverage and a
NCII holder of TVL-Cookery and TVL-Bread and
Pastry Production
Mobile No# : 09669647179

Name : DANILEN B. TEJONES

Address : Margarita Ext. Brgy. 2, San Carlos City, Neg. Occ.
Background : She’s currently studying as a chef in Cebu City and NC II
passer for Cookery
Mobile No# : none
 Chapter 4

Target Market and Main Value Proposition

Target Market: