Say Cheese!

A Business plan
Presented to the Faculty of ABM Department
STI Academic Center Batangas
Batangas City

In partial fulfillment
Of the Requirements for Entrepreneurship

Proposed by:
Joshua T. Coloma
Lovegail P. Catilo
Nila A. Landicho
Kathlyn Ann Marasigan
Marie Danica Oltiveros

January 2018
 CHAPTER I

INTRODUCTION

A. The Business Concept and the Business Model

Mr. Coloma or Mr. C, the owner of Say Cheese!, loves every kind of food

with cheese. He loves cooking as much as he loves cheese. He combined his love

for cheese and passion cooking and decided to create a business that offers food as

cheese as the main ingredient. He decided to use the concept of ‘Everything with

Cheese”. Mr. Coloma wanted to offer cheesy products to the customers also

because of its benefits to a person’s health. Cheese is high in calcium, which is

good for bones and teeth and it helps stimulate saliva production, which eliminates

sugar and acids from the mouth, helping to prevent tooth decay. Consuming

cheese immediately after meals or as a between meal snack helps to reduce the

risk of tooth decay. He thought of something that will satisfy the wants of people

and a way to share the love, joy and satisfaction in indulging cheese. He wants to

share his love for cheese and also make a living out of it. He started with only 4

kinds of cheesy products: Potato cheese balls, cheesy sweet corn, cheesy

dynamite, and cheese sticks. He decided to rent a small stall in old market in

Batangas City to start the business, targeting anyone who wants to enjoy and feel

the satisfaction that cheese can bring and because of the heavy foot traffic.

He decided to establish this kind of business as he believes that cheese

never gets old.

A more trustworthy approach to the usual Filipino snacks that can be bought from

the streets. Say Cheese! has a much more simple but eye-catching and easy-on-

the-eye logo that the customers will surely never forget.

The business will raise revenues through excellent product and service.

This will make the customers come back as often as they want. Satisfying the

customers will help raise the revenue as they are the main source of revenue.

Excellent marketing strategy will also bring more revenue. A successful marketing

strategy brings more customers. More customers mean more sales.

The starting capital would be ₱100,000 to operate this business.

These costs will make a comfortable profit as this helps the business to be run

productively and proficiently, such as equipments like electric deep fryer and juice

dispenser. Some factors might drive the cost to increase, such as inflation, weather

condition, and damage in the food cart or equipments.

Inflation and weather condition affects the ingredients’ cost and damage in food

cart and equipment requires fund to be repaired.

The business will invest with new equipments and food carts in the future

to help with the operations through the revenues that were earned.

B. The Business Goals: Vision, Mission, Objectives, and Performance Targets

Vision

To have more stalls nationwide and to be acknowledged by the people in the

whole nation as the number one cheesy food stall.

Mission

 To serve comfort food that will satisfy the customers’ cravings.

 To gain the customers’ loyalty by consistently giving excellent quality of

service.

 To provide happiness and contentment through cheesy foods to the

customers.

 To leave great impression to the customers through the quality of the

products and the service of the personnels.

 Objectives Key Result Areas
1. To establish a strong 1a. Number of food outlets in Batangas City.

market presence in 1b. Growth in Sales

Batangas City. 1c. Increase the market share.

2. To create a unique, 2a. To add more products to be offered to the

innovative, entertaining customers.

menu that will

distinguish Say Cheese!

from other stalls.

3. Provide 100% 3a. Customers satisfaction by survey rating.

satisfaction to our 3b. Increase the percentage of repeat customers.

customers and 3c. Growth in sales per outlet.

maintaining the level of

excellent service.

Key Result Areas Performance Indicators

2017 2018 2019

(after a year) (after a year)

 1a. Number of food outlets in 1 3 6

Batangas City.

1b. Sales Volume ₱420,000 ₱1,700,00 ₱4,000,000

1c. Increase the market share. 1% 3% 5%

2a. Products to be serve to the 4 6 8

customers.
3a. Customers satisfaction by 3.5 4.0 4.8

survey rating. (in scale of 1- (in scale of (in scale of 1-

5) 1-5) 5)
3b. Increase the percentage of 20% 30% 50%

repeat customers.

3c. Growth in sales per outlet. 10% 20% 30%

C. The Business Offering and Justification

Say Cheese offers foods using cheese as the main ingredient, like cheese

sticks, cheesy dynamite, cheesy sweet corn, and potato cheese balls. These foods

do not just satisfy one’s hunger but also satisfy the cravings of person with

Turophilia (a love or obsession with cheese). In addition, to being delicious, it is

highly nutritious and very rich in several vitamins and minerals. It is an excellent
source of protein, calcium and phosphorus. Consuming cheese immediately after

meals or as a between meal snack helps to reduce the risk of tooth decay. Cheese

is high in calcium, which is good for bones and teeth and it helps stimulate saliva

production, which eliminates sugar and acids from the mouth, helping to prevent

tooth decay.
 CHAPTER II

EXECUTIVE SUMMARY

Say Cheese! is a food stall that is located nearby old market in Batangas City

targeting students, customers of the old market, residents nearby, and by passers.

The business made its concept as “everything with cheese”. The food cart offers

cheese sticks, potato cheese balls, cheesy sweet corn, and cheesy dynamite. It is

different from the products that street vendors sell. Customers can guarantee that

every product is clean and tasty. Say Cheese! also serve new products to the

market such as the pure cheese stick and the potato cheese balls. It is to be

distributed directly from the food cart to the customers. It can be in paper cups or

in small boxes for take-out and large sum of products. It can be purchased by

students as it is very affordable. It has Kraft Cheese company as the main supplier

of the cheese as it is the most trusted cheese in Philippines. Consuming cheese

immediately after meals or as a between meal snack helps to reduce the risk of

tooth decay. Cheese is high in calcium, which is good for bones and teeth and it

helps stimulate saliva production, which eliminates sugar and acids from the

mouth, helping to prevent tooth decay. Say Cheese! uses flyers, social media and

word-of-mouth to advertise the products.

 CHAPTER III

The Business Proponents: Organizers with their Capabilities and

Contribution

General Manager

Mr. Joshua Coloma

Sales Assistant Sales Assistant

Ms. Marie Danica Oltiveros Ms. Kathlyn Marasigan

Joshua T. Coloma- Owner, General Manager

 Planning and coordinating administrative procedures.

 Recruiting and training personnel and allocate responsibilities.

 Assessing staff performance and provide coaching and guidance to ensure

maximum efficiency.

Marie Danica Oltiveros- Sales Assistant

 Serving customers.

 Processing payments.

 Assisting customers in order to help them find what they need.

 Arranging window displays.

Kathlyn Ann Marasigan – Sales Assistant

 Serving customers.

 Ensuring stock levels are well maintained.

 Preparing and cooking the cheesy products

 CHAPTER IV

Target Customers and the Main Value Proposition to the Customer

Say Cheese targets anyone from the community, the kids, adults, students,

employees, who is interested. Say Cheese! is located at the old market which

makes it accessible to anyone from vicinity. This makes us target (1) students that

just got out of school and are trying to look for something to munch on,

(2)consumers of the old market, like mothers, fathers, grandmas and grandpas that

are on their way home, that happen to be interested and bring it back home to their

children, (3) by passers that are interested to indulge some cheesy products. Due to

its affordability, even the students have enough paying capacity.

Taste the real difference and say cheese! Just anyone who would like to

enjoy and feels the satisfaction that indulging a cheese can bring. These would just

not satisfy one’s hunger and bring satisfaction but it also highly nutritious.

Customers can benefit from us in different ways. These satisfy hunger and bring

satisfaction to the customers. It is nutritious as cheese contains protein, calcium

and phosphorus. Cheese can prevent tooth decay. Cheese is high in calcium and it

helps stimulate saliva production which eliminates sugar and acids from the

mouth.
 CHAPTER V

MARKET DEMAND AND SUPPLY, INDUSTRY DYNAMICS,

AND MACRO ENVIRONMENTAL FACTORS

Market Year Total Supply Unit of Measure Growth Rate

2015 22 (1000 MT) 4.76 %
2016 24 (1000 MT) 9.09 %
2017 26 (1000 MT) 8.33 %

Figure 1: Supply of cheese in the Philippines for the year 2015-2017

The figure shows the supply rate of cheese in the Philippines from the year

2015 to 2017. This shows that the supply of cheese is stable. There is not much of

a possibility to have scarcity that will affect the production and services of Say

Cheese! The business doesn’t need to import cheese outside the Philippines as the

local production is coming close to be on par with the rest of the world.

Market Year Domestic Consumption Unit of Measure Growth Rate

2015 21 (1000 MT) 5.00 %
2016 23 (1000 MT) 9.52 %
2017 25 (1000 MT) 8.70 %
Figure2: Consumption of cheese in the Philippines for the year 2015-2017

The figure shows the annual consumption of cheese in the Philippines. This

shows that Filipinos’ cheese consumption is slowly increasing by the year. This
may mean that the demand for cheese is also increasing. The demand for Say

Cheese! products will also increase as the years pass.

As the customers are always looking for something new and trustworthy,

Say Cheese! will definitely be a hit after a while.

Competition

The only competition that Say Cheese! can consider are the street vendors

selling dynamite and sweet corn. The difference is that the business can assure

cleanliness and excellent products than the others.

Say Cheese! also offers more cheesy products. Customers are not quite trusting to

street vendors as they do not know if it is clean.

Supplier

Magno’s Farmhouse would be the main supplier for corn, chili pepper, and

potato as they offer discounts for large packages and offer corn, chili pepper, and

potato at the same time. Kraft Cheese would be the supplier as they are the most

trusted cheese company in the Philippines.

Distribution Channel
 The products would be distributed directly from the food cart to the

customers. The products can be eaten at the stall or the customer can request for

take-out. It is more effective to distribute the products directly as the customers

can enjoy it fresh and hot from the stove.

Macro Environmental Factors

A. Social Environment

Say Cheese! targets students, consumers, and by passers in the old market

as it is the location of the business. Old market is the best location for a starting

business as it is always crowded and has a high foot traffic. Students getting out of

school, people buying at the old market, by passers that happen to pass by and be

interested, and even residents near the old market. Anyone has a high paying

capacity as the products are highly affordable.

B. Political Environment

Say Cheese! has all the required permits and licenses to operate as part of

being obedient and respectful to the government and also for the safety of the

customers.

C. Technological Environment
 Technology is a great help in the present as it makes things easier, such as

advertising for the business.

Say Cheese has its own Facebook page to connect with customers, to know the

feedbacks of the customers, and to advertise the products in social media.

CHAPTER VI
 THE PRODUCT AND SERVICE OFFERINGS

Potato Cheese Balls - These potato cheese balls are crispy, with gooey cheese in

the middle, healthy and really addictive. This can trick kids in eating a simple

vegetable. It is made up of rolled seasoned mashed potato with a cube of cheese

inside.

Cheesy Sweet Corn – Only in the Philippines you can taste this kind of food. It’s

a Boiled Corn, with cheese powder and sugar. Mixed in a paper cup and served to

the customer. This is a very nutritive, easy, and tasteful. Nutritive in a way that it

is a popular food that’s known for its yellow color, its pleasant taste, and its

unique ability to be eaten.

Cheesy Dynamite - Filipino Style Recipe: Chili cheese sticks AKA dynamite is a

simple and popular cheese sticks. Chili cheese stick is made of finger

chili(silinghaba) stuffed with cheese strips then wrapped in spring roll wrapper,

deep fried until golden brown and crisp and served with your favorite dipping

sauce.

Cheese Sticks – It is thick slice of cheese coated with flour, egg, and bread

crumbs. It is different from the cheese sticks that are commonly known. It is a pure

cheese goodness. The taste is so addictive.

CHAPTER VII
 THE ENTERPRISE STRATEGY AND ENTERPRISE DELIVERY

SYSTEMS: BUSINESS COMPETITIVENESS

Input Throughput Output Marketing Desired

Outcomes

 Harnessing of  Conversion of  Goods  Positioning  Customer

human, input to output produced or  Product satisfied

money and and the services  Packaging  Sales

physical transformation delivered.  Place volume

resources. process within attained

 People
the factory or  Profits
 Promotion
 Resources service shop. generated
 Price
mobilized.  People

-Money performance

-Men

-Machines

-Materials

-Methods

-Management
Place
 To have the best access to the customers, the food stall is located in

“Lumang Palengke” in Batangas City because this is the place that many people

visit and buy foods, vegetables and etc. There is a lot of people working in this

area, the community nearby, and students getting out of school.

People

The target customers are the people residing and working near lumang

palengke and the consumers of this area. And those people who frequently pass

through this area. They can be customers, because they often go at the lumang

palengke, also to the students who are nearby this area, because this area is nearby

schools. The teachers, students, workers and people who will pass are also

possible customers.

Promotion

To promote the products of Say Cheese! will use the social media to

advertise, word of mouth and flyers. Through this advertisements, products of Say

Cheese! will be known to many people. Say Cheese! has its own page on

Facebook account to connect with the customers. Say Cheese will post mouth-

watering deals to attract them. Word of mouth is the most simple and cheapest

type of advertisement. Through this, the knowledge of good food will spread from

person to another.
Say Cheese! made flyers to attract customers and to let them know that there is a

food stall that offers cheesy products. These flyers are only going to be given to

the by passers at the start of the business and Say Cheese! will rely on word of

mouth and social media accounts later on for advertising. Through this, Say

Cheese can help in decreasing the environmental footprint by the flyers that the

customers left behind.

Product

The products of Say Cheese! are cheese sticks, cheesy dynamite, potato

cheese balls and cheesy sweet corn. It is delicious, healthy and affordable. It will

satisfy the customers’ cravings on cheesy foods.

Packaging

The products will be served in a small cup and dipping sauce will be

offered in small bowls that has the logo of Say Cheese. it is to be distributed

directly from the food stall to the customers. It can also be put at the take-out

packaging, a paper box to keep the product from dust and other factors that can

affect the product and for the customers to handle it easily instead of cups.

Price

Say Cheese put 30% profit for every product’s cost to secure the business.

The products are still affordable despite it.

 CHAPTER VIII

Financial Statements

Say Cheese!
Income Statement
For the year ended December 31, 2017

Revenue Php 670,000.00

Less: Advertising Expense Php 2,000.00

Water Expense Php 3,300.00

Electricity Expense Php 5,500.00

Rent Expense Php 110,000.00

Salaries Expense Php 183,040.00

Maintenance Expense Php 4,000.00

Permits and Licenses Expense Php 10,000.00

Liquid Petroleum Gas Expense Php 7,200.00

Depreciation Expense - Refrigerator Php 2,000.00

Depreciation Expense - Electric Deep Fryer Php 880.00

Depreciation Expense - Juice Dispenser Php 1,800.00

Total Expense Php 329,720.00

Net income Php 340,280.00

Say Cheese!
 Statement of Changes in Equity

For the year ended December 31, 2017

Coloma, Capital, 01/01/2017 Php 100,000.00

Add: Net income Php 340,280.00

Total Php 440,280.00

Less: Coloma, Drawing Php 5,000.00

Coloma, Capital, 12/31/2017 Php 435,280.00

Say Cheese!
Balance Sheet
 December 31, 2017
ASSET
Current Asset

Cash Php 111,560.00

Food Supplies Php 300,000.00

Kitchen Utensils Php 1,000.00

Total Current Asset Php 412,560.00

Equipment
Ph
Refrigerator p 16,000.00
Ph
Less: Accumulated Depreciation p (2,000.00) Php 14,000.00

Ph
Electrical Deep Fryer p 2,400.00
Ph
Less: Accumulated Depreciation p (880.00) Php 1,520.00

Ph
Juice Dispenser p 9,000.00
Ph
Less: Accumulated Depreciation p (1,800.00) Php 7,200.00

Ph
Total Assets p 435,280.00

-
Ph
Owner's Equity p 435,280.00
 CHAPTER IX

Environmental and Regulatory Compliance

Mr. Coloma, the like every owner, complies with all of the requirements

that a business needs. A food stall business like Say Cheese! requires Mayor’s

Permit, Barangay Clearance to operate in the barangay that the business is

located, Sanitary Permit to Operate that is issued by the City Health Office, DTI

Permit because the business is a sole proprietorship, and BIR Permit. These

Permits are to ensure the cleanliness of the products and to freely operate legally.

Permits and Licenses are mandatory in every business. It also helps the customers

to trust the business if it has all the permits and licenses required for the business.

It means that the government authorized the business and it is safe for all of the

customers.