CHAPTER 1

THE BUSINESS

HISTORY OF THE BUSINESS

The name of the business is FERMISHOES. In connection with this, it was derived from

the owners’ names which are “FER” for Fernanda and “MI” for Mitch and the product itself

“SHOES”. This business offers different foot wears which is a high quality product but have

affordable price. FERMISHOES believes in their tagline “A shop for you”.

NATURE OF INDUSTRY

FERMISHOES is a merchandising type of business that offers different foot wears which

is a high-quality product in an affordable price.

COMPETITORS

FERMISHOES has CSI Department Store, Magic Department Store, Cua’s Footwear,

Anson Footwear, Unitop Department Store, Shoe Hub, and some stalls in San Carlos Town

Center serve as the business competitor

COMPETITIVE ADVANTAGE

There are many shops that are located in San Carlos City, Pangasinan that are selling

products specifically different foot wears but it is too expensive. FERMISHOES have high quality

products with affordable price. Some shops are slow when it comes to approaching their

customers. We also rendering good service when it comes in dealing to our customers because

some shops are not that too hospitable and kind if they have customers. Lastly, FERMISHOES

have clean and great ambiance environment for our customers to be comfortable.
 CHAPTER 2

MARKET ANALYSIS AND MARKETING PLAN

PRODUCT OFFERINGS

Our selection will range from the basics of comfortable slippers, flat sandals, school

shoes, rubber shoes to the trendy style of stilettos, wedges, topsiders and boots.

Leather shoes for students that need school shoes. Moreover, we have stilettos, wedge,

boots, and topsiders for occasional events. Lastly, rubber shoes for athletes and flat sandals

and slippers for typical days. With this, our shop is for everyone.

DEMAND

Since most of the people are attracted to different foot wears such as heels and rubber

shoes especially if its designs are trends and affordable therefore there will be an increase of

the demand of foot wears. With this, we decided to establish business to satisfy customers

through providing high-quality products.

SUPPLY

In order to meet the demands of the customers, we need to maintain sustainability in

providing products but not a substitute one. As early as possible, we foresee scarcity to avoid

unsatisfactory of customers.
MARKETING PROGRAM

PRODUCT
PLACE

FERMISHOES will be located at Magic Mall San Carlos 2 in Roxas Blvd., San Carlos City,

Pangasinan.
PRICE

Slippers – Php 100-200

Flat Sandals – Php 100-300

Leather Shoes – Php 400-600

Stilettos 700-1000

Wedge – Php 400-700

Topsider – Php 600-900

Boots – Php 500-1000

Rubber Shoes – Php 400-700

PROMOTIONAL STRATEGY

FERMISHOES will going to advertise our product through tarpaulins and banner in order

for the customer to be familiar in our business. Also, our products will be packaged with boxes

and paper bags. Furthermore, FERMISHOES is offering products with not-too-expensive price.

We give discounts to our regular customers and we also give freebies to our customers during

Christmas season and other events. Our shop will be using tarpaulins and flyers for

advertisement and the paper bags for packaging have the printed name of the business to

promote the name as well as the products.

SWOT ANALYSIS

Strengths

 High-quality products

 Based on what our customer’s needs and desires in order to meet their expectations and

satisfaction

 The shop is a friendly working environment for our customers

 Staffs treat customers very well

Weakness

 Lack of connections

Opportunities

 The shop can turn to have an expansion in the long run and can be a supplier as it

grows
  The owner of the business can also adapt business strategies and techniques through

seminars and workshops in marketing and management aspects

Threats

 Environmental issues

 Customer’s behavior
 CHAPTER 3

OWNERSHIP AND MANAGEMENT PLAN

BASIC CONSIDERATION

 To provide high quality product

 To meet customer’s demand and provide satisfaction

 To earn income

 To provide some opportunities to individuals

 To help government as the business will pay taxes

VISION

We envision FERMISHOES as the great shop of any kinds of foot wears. We envisage

becoming prominent distributor here in San Carlos City, Pangasinan that brought high quality

products and become successful in economic industry.

MISSION

We intend to give high quality products that are definitely suit of your fashion. We

assure that our products are the best because FERMISHOES believes that it is a shop for you.

Also, we intend to provide our customer’s needs and demands. Moreover, we aim to give the

best experience as they wore our products to step in the journey of their life. Lastly, we aspire

to provide a friendly working environment when it comes to dealing with our customers. We

provide good services with right conduct for our customers’ satisfaction.

PROJECT LONG RANGE OBJECTIVES

  To be well-known in the business industry as a great shop.

 To be successful in economic industry.

 To have a good relationship with our customers.

 To offer an affordable product but a high quality one.

 To provide customer’s satisfaction.

FEASIBILITY CRITERIA

There’s a lot of business in the society as of today therefore putting up business that

can compete with those already establish business is a privileged. Critical thinking and deep

analyzing is a must in order for the business to achieve its targets and goals. Effective market

advertisement, proper operation of the business, wise management, availability of products and

funds to supply the needs for daily operation are included.

FORM OF OWNERSHIP

The business is a partnership between Mitch Miranda and Fernanda. To establish the

business, there’s an investment of Php 250,000 each to accumulate Php 500,000 to cover up

the supplies and expenses.

PROJECT TIME TABLE

MARCH

First week to second week Preparation of the business plan and study of

the business

Third week to Fourth week Allocation of the capital as the sources of

financing the business

APRIL

First Week Registration

 Second Week Completing the requirements for the business

Third Week to Fourth week Securing all the application permits

MAY

First week to second week Acquisition of equipment, furniture and

fixtures, delivery vehicle, supplies and other

needed materials

Third week to Fourth week Formulation of Policies

JUNE

First week to Fourth Week Start of Operation

CHAPTER 4

OPERATING PLAN

PROCESS FLOW CHART

 CUSTOMER SALES STAFF

CASHIER PROCESS
ORDERS

PLANT LAYOUT

PLANT LOCATION
WASTE DISPOSAL

Proper waste disposal and proper management must maintain for the cleanliness of the

work place. Only the garbage bag is the plastic that use in the business therefore all necessary

materials that have been used are biodegradable.

In order to keep and maintain the condition of wastes materials, we develop certain

ways to manage waste.

1. Daily disposal of waste materials.

2. Proper training of every employee on appropriate waste control.

CHAPTER 5

FINANCIAL PLAN

TOTAL PROJECT COST

 Capital is very essential when we are going to put up a business. Also, there’s no

business having no expenses. With this, in establishing a business, it needs to have an

investment or capital for its start-up costs. Therefore the business needs Php 500,000 in order

to operate.

RETURN ON INVESTMENT

Return on Investment is a ratio between net profit and cost of investment. A higher ROI

gives a good operation in the business as it benefits the business. ROI measures the efficiency

of the business and its profitability of gaining return from the investment.

ROI = Profit / Total Investment

ROI = 347,396.80/500,000 = 0.69