Business Plan

Section One: The Business

A. Description of the Business

Garderie Corporation is a home education facility that caters individualized attention to the
Garderians and is a legal alternative home education to public and private schools. It prepares
education and fresh graduates in coaching and training sessions as well as working
professionals who are interested in franchising the business. Profits earned from the business
are divided to its partners with regards to the partners’ amount of share.

The corporation wants to emphasize that learning at home is the basic goal of the different
services offered. However, the word “Garderians” is not easily understood by others. So, after a
brainstorming with the company executives, a proposed slogan is created. “Where Life-long
Learners Feel at Home”. The proposed slogan replaced the word “Garderians” to “Life-long
Learners”. Life-long learners mean the ability to engage in a lifelong learning for personal and
professional development.

The company’s vision is to be the country’s leading center for home education. Garderie
Corporation’s main objectives are to effectively serve families in different communities through
a mentally enhancing, physically enabling and spiritually nurturing environment for their
children, to promote dream-building and academic excellence through quality and affordable
coaching services for all ages with varied educational needs, to give business partners profitable
opportunities to invest in raising the future leaders of the society to have global-
competitiveness, godly character and a heart of servant-leadership, and to foster professional
and personal development among staff and coaches, and give them business priority in
franchising manageable educational services and facilities.

The company’s mission is to encourage educational sustainability and excellence in Cebu by

providing home-like experience instruction conceded by competent and skilled coaches
equipped with necessary academic technologies together with its aim of producing disciplined,
well-mannered and outstanding learners in a way that benefits our neighboring customers,
employees, franchisees and the society.

Profitability Index = PVC/COI Accounting Return on Investment

Total Present Value of Sales Growth Ratio
Total Net Present Value 8,262,596.04
8,877,426.94
Cash Inflow 2018 2019 2020 2021 2022
Start Up Cost 614,830.90
Cost of Investment 0.000
614,830.90 Accounting Return on
3.1044 3.0374 2.2805 1.2599 13.44
Profitability Index 0 14.44 Investment (Php)

Table 1: Profitability Indices

Service pricing follows the mark-up pricing strategy. The price of the service is based on the
total cost (direct and indirect costs) of production added with the desired profit margin to
provide enough profit to the business. Features are associated to the service which includes the
customer referral, service upgrade, and repetitive availing of the service to keep customer
hooked with the service.

B. Product/Service

Garderie Corporation offers a variety of service programs namely: Academic Coaching or

Tutorials, Entrance Exams Review, Math Advancement Program, Childcare, Homeschool
Coaching, L.E.T or Licensure Examination for Teachers Coaching, and Civil Service Coaching.
Each service is facilitated by a “Coach” who is a licensed professional teacher and each learner
is called a “Garderian.” The home-like facility opens from Mondays to Saturdays from 8:00AM to
5:00PM. In addition, the newly introduced service which is franchising is governed by the
“Board of Directors” for potential investors of the business.

Quality Instruction, Schedule Flexibility, Ways of Availing the Service, Choice of Facility
Design, Marketing Support, Intensive Training, Visitation and Monitoring, Contract Membership
Duration, Payment Partition, Payment Channel, Frequency of Receiving Updates are the service
features and benefits the customers and franchisees will gain in availing the services of
Garderie Corporation. Manageable and Home-like Education Facility, Variety of Services,
Nearness to the Customer Home, Tuition Fees and Rates, Service Package Inclusions for
Franchisees are the characteristics of the services offered by the company.

C. Market Analysis

The target customers of Garderie Corporation are the working professionals, parents,
education graduates, and fresh graduates. Working professional market is the person who will
franchise the business while parent, education graduate, and fresh graduate are the people
who will avail the service offered by the Garderie Corporation. The location of these market is
the highest growing population cities in Cebu which are Cebu City, Mandaue City, and Talisay
City.

The target customers are the parents with an average monthly income of at least Php
30,000.00 and are willing to avail. Eighty – Five percent (85%) of the respondents in the survey
are interested to enroll their children in a home-like and manageable school. Among those
willing, around fifteen percent (15%) of the respondents are willing to enroll in a home-like and
manageable school are willing to avail even if the retail price of their chosen service shall be the
highest suggested retail price or beyond.

One of the target customers of Garderie Corporation are the education graduates with an
average monthly income of at least Php 30,000.00 and are willing to avail. Ninety -two percent
(92%) of the respondents in the survey are interested to enroll in a home-like and manageable
L.E.T. coaching. Among those willing, around seventy - seven percent (77%) of the
respondents are willing to enroll in a home-like and manageable L.E.T. coaching and are willing
to avail even if the retail price of their chosen service shall be the highest suggested retail price
or beyond.
 One of the target customers of Garderie Corporation are the fresh graduates with an
average monthly income of at least Php 30,000.00 and are willing to avail. Seventy -two
percent (72%) of the respondents in the survey are interested to enroll in a home-like and
manageable Civil Service Coaching. Among those willing, around sixty -one (61%) of the
respondents are willing to enroll in a home-like and manageable Civil Service Coaching is willing
to avail even if the retail price of their chosen service shall be the highest suggested retail price
or beyond.

One of the target customers of Garderie Corporation are the working professionals with an
average monthly income of at least Php 50,000.00 and are willing to avail. One hundred
percent (100%) of the respondents in the survey are interested to avail a franchising service
offered by the company. Among those willing, around sixty -one (75%) of the respondents are
to avail a franchising service offered by the company and are willing to avail even if the retail
price of their chosen service shall be the highest suggested retail price or beyond.

The initial market size from three sample location is 77,386 parents, 6,812 education
graduates, 53,524.42 fresh graduates, 576,347 working professionals belonging to the scope of
the target market. Market survey result shows that a total of 127 parents for tutorials, 32
education graduates for L.E.T Coaching, 149 fresh graduates for Civil Service Coaching, and 5
working professionals as potential customers.

D. Marketing Plan

Pricing Strategies

In every stage of the product life cycle, the company uses different pricing strategies.
On introductory stage the pricing will be based on the average customer preferred price; during
the growth stage the price will be based on the value of the product; in maturity pricing will be
adjusted with the competition and; Decline the company will give discounts and freebies.

Promotional Strategies

There are multiple ways of promoting the company’s products. Penetrating to parents,
working professionals and graduates sector involves internet promotion, event sponsorships,
consumer contests and sweepstakes in spreading awareness. The company encourages the
public to patronize the product to help the company with its drive for sustainable education.
 E. Location
Place in case of services determine where is the service product going to be located.
Garderie Corporation considered three cities in Cebu; thus, the distance from these
communities must be considered to minimize cost and consider proximity to the
students who will be enrolled in the corresponding service lines.
In order for the company to fully operate, the company must locate their location well.
The existing company already has its
physical educational facility located in
2-02 Sampaguita Street, Saint Jude
Acres, Phase 2, Bulacao, Cebu City,
6000 Philippines. It can be contacted
with the number (032) 419-1592.
However, before selecting a location,
researchers must undertake a detailed
location analysis to choose where in
the city the corporation has to be
based on.

Facilities and Utilities to be installed are listed below:

Table 2: Operating Expenses

F. Competition

In the Garderie Corporation as a home education, the rivalry of completing its task is a
major consideration since every business has to show what they can offer to its customers. No
single competitive marketing strategy is best for all companies. By nature, this business must
gain strategic advantage by positioning the offerings strongly against competitors’ offerings in
the minds of consumers.

The business focuses on managing home-like education facility for all enrollees in the
academic coaching, entrance examination review, math advancement program, childcare
program, Homeschool program, L.ET. Coaching, Civil Service Training and Franchising. The
business offers unique ways of paying the rates and fees of the services offered, high quality
international-based curriculums and professional and licensed coaches and trainers.

The competitors of the business are other homeschools which offer a franchising service.
The competitors of the business are Kumon, Homeschool Global and Harvest Christian School
International. They are currently operating in Cebu City.

G. Management and Operations

The members of the corporation will be responsible for the whole business run.
Coaching services will be managed by the Chief Operating Officer. He will have the direct
contact with business, overseeing the operation and is responsible for communicating to the
parents and enrollees for the status of the business. The franchising business will be
handled by the Chief Executive Officer or the President.

H. Personnel

Here is the functional organizational structure as the business runs.

Chief Executive
Officer (CEO) or
President

Chief Financial
Chief Operating
Officer (CFO) or Secretary
Officer (COO)
Treasurer

Figure 1: Organizational Structure

 Chief Executive Officer (CEO) or President. The CEO has ultimate responsibility

for the corporation's activities, and signs off on contracts and other legally-binding
 action on behalf of the corporation. The CEO reports to the corporation's board of

directors.

 Chief Operating Officer (COO). Charged with managing the corporation's day-to-

day affairs, the COO usually reports directly to the CEO.

 Chief Financial Officer (CFO) or Treasurer. The CFO is responsible (directly or

indirectly) for almost all of the corporation's financial matters.

 Secretary. The corporation's Secretary is in charge of maintaining and keeping

corporation's records, documents, and "minutes" from shareholder meetings.

Monthly No. Total Monthly

SSS PhilHealth PAG-IBIG
Position Rate of Cost Premium
(Php) (Php) (Php)
(PHP) Staff (Php) (Php)
Board of
Directors/ 10,000 6 60,000 4, 198.80 1, 350 .00 675.00 600.00
Admin
Sales and
Marketing 10,000 2 20,000 1, 399.60 450.00 225.00 200.00
Officer

Accountant 10,000 1 10,000 699.80 225.00 112.50 100.00

Coach 8,000 2 16,000 1, 399.60 450.00 225.00 200.00

Total
38, 000 11 106, 000 7, 697.80 2, 475.00 1, 237.50 1, 100.00
Cost(Php)

Overall Total Cost (Php) 118, 510.30

Table 4: Benefits

I. Initial Investment and Sources of Funding

Currently, the Garderie Corporation has seven investors and each one of them invest

Php 100, 000.00 for the Garderie Franchising Service. According to the interview

with the one of the board of directors of Garderie Corporation, the Garderie will have
 a total capital of Php 700, 000.00. Garderie will have a 100% funding from the seven

board of directors.

Section Two: Financial Data

A. Projected Financial Statements

Income Statements

Balance Sheets

Fixed Asset/Start-up Expense List

PROPERTY AND EQUIPMENT UNIT PRICE UNIT AMOUNT

 S
Building improvements 150,000
Furniture and Fixtures Monoblock Chair 30 175 5,250
White Board 500 1 500
Kiddie Chairs 60 10 600
Kiddie Tables 250 10 2,500
Equipment Laptop 15,000 1 15,000
Printer 4,000 1 4,000
TV 5,700 1 5,700
Refrigerator 7,500 1 7,500
Wall Fan 1,900 1 1,900
Exhaust Fan 1,000 1 1,000
Air conditioner 3,000 2 6,000
Rice Cooker 700 1 700
200,650

Unit Selling Price and Cost Analysis

The direct labor cost per unit shall not be used as the component for the manufacturing
cost but rather the cost per unit based from the wage and desired number of units per day
which is about Php 36.00 per unit and is computed as shown below:

Schedule 1
Cost of Service – Mark-up Pricing
 The company decided that the total service cost shall be 50% of the selling price of the
service. This means that the selling price shall be Php 219.50 for Math, Php 387.81 for Entrance
Exam, Php 1,801.70 for Academic Coaching, Php 584.33 for Civil Service Coaching and Php
1,801.70 for Childcare.

B. Benefit-Cost Ratio

Benefit-Cost Ratio
Benefit/Total Net Income 3,985,061.90
Cost/Start Up 614,830.90
Benefit - Cost Ratio 6.48
Table 5: Benefit-Cost Ratio

C. Sources and Uses of Funds

 The financing aspect pertains to the quantification of the necessary amount needed by the
company to start the business as well as where to source the said amount. On this aspect of
the study, the following assumption of Php 700,000.00 initial capital will be granted by each
member of the corporation.

INITIAL CAPITALIZATION

Amount Total
Corporator's/Shareholders Equity (7,000 shares @P100 par) 700,000
Total Paid-up Capital 700,000

PRE-OPERATING EXPENSES

Schedule Amount Total

Franchise Service Launching 89,315
Legal Requirement Cost (Permits and
6
Licenses) 35,442
Promotional and Advertising 5 20,259 145,016

Property and Equipment

Building improvements 150,000
Furniture and Fixtures:
Monoblock Chair 5,250
White Board 500
Kiddie Chairs 600
Kiddie Tables 2,500
Equipment:
Laptop 15,000
Printer 4,000
TV 5,700
Refrigerator 7,500
Wall Fan 1,900
Exhaust Fan 1,000
Air conditioner 6,000
Rice Cooker 700 200,650

Required Working Capital

Direct Materials and Supplies
8
Cost 6,195
Utilities Expense 4 74,976
Cleaning Supplies 7 7,994
 Administrative Salaries 2 216,000
Rental Expense 3 144,000 269,165
Total Expenses   614,831

Table 6: Pre-operating Expenses