BUSINESS PLAN for GENERAL TRIAS

Customer Profile

a) Target customers:

General Trias, Cavite was formerly known as Malabon, Cavite, Locals

are called Malabonians who earned by working at the Sangley Point in
Cavite City, a US naval facility. Before the expiration of US Bases Treaty,
Sangley Point closed and in the mid 80’s came the industrialization of
Calabarzon. The EPZA and Industrial parks mushroomed in Cavite most of
which were in General Trias or its neighbor Rosario, Cavite. Because of this,
the town of General Trias has emerged to be one of the four fast rising
municipalities of the province of Cavite, where transients have already settled
in with the locals.

Our target market would be the Malabonians (town proper residents),

residents of nearby towns, barangays, villages and subdivisions, students
and teachers from the two De La Salle supervised high-schools, teachers
and students of the municipal elementary and high schools, local officials and
their staff plus other employees of the municipal government, balikbayan
retirees, visitors and commuters passing through General Trias, and of
course the transients/workers of the offices of MetroManila, factories at
EPZA, Gateway and other industrial parks,who reside in dormitories,
apartments or homes in the town proper and nearby villages.

b) Products:

Famous 7-11 products like the Slurpee , hotdogs, coffee of different

flavors, delicious siopao, instant cup noodles, softdrinks, and clean tube ice
will be the best sellers. Hot meals like the rice toppings, sandwiches, the
scrumptious baked fresh products (pan de sal variants) mineral water,
various chips and cookies, ice cream, cigarettes, chewing gums/candies will
surely share in the top choices. Prepaid phone cards or e-loads in lower
denominations will be a smash. These will be followed by the basic
necessities for personal hygiene (toothpaste, facial wash, bath soaps etc),
for the home (cooking/ condiments, cleaning agents/laundry), supplies for
school and office and copies of leading newspapers for national and local
news.
 As a 24 hour shop, remedies or items for times of exigencies will also
be a “must sell” product for a municipality like General Trias and these would
include first aid items including over the counter medicines ( paracetamol,
anti-diarrhea, insect repellants, bandages, rubbing alcohol etc.), sanitary
napkins, disposable baby/adult diapers, flashlights, batteries, candles,
matches, basic sewing kit materials, gift-wrapping supplies, greeting cards,
basic party needs (paper plates and cups, etc) including all other items that
will be of convenience to the customer.

c) Expected monetary value of a typical sale may average from P40 to P100
(e.g. P40 meal – a 7-11 “3in1” coffee and a pack “baked fresh” cheese
pandesal)

d) Malabonians love anything American just like the 7-11 convenience store.
American means stability, quality products and excellent service. This is also
true with the transients who tend to depend on renowned convenience stores
for their needs. The youth sector on the other hand finds 7-11 outlets to be
“hip” for their genre. Name recall as in the case of a well loved and highly
respected political family like the Ferrers of General Trias may bring about a
special kind of patronage from the local residents. Aware of this kind of
patronage, we expect our market to be steady with an upward trend. The
store may expect regular visits of about 5 times a week.

e) The town has in the last 5 years metamorphosed from a typical provincial
municipality to an urbanized one. A quiet town where people sleep at 8 p.m.,
now the town itself rarely or never sleeps. New infrastructures like the new
municipal building and redesigned town plaza has become an added
attraction to the residents and transients’ families making their weekends to
be their “visit the town day”. If approved, this 7-11 outlet is going to be the
first convenience store in the town so we can expect customers averaging
600 to 800 a day with an upward trend.

Management Profile

a) Store Manager Profile:

i. Previous Work Experience:

Maria Luisa Ferrer Yapjoco is a Senior Assistant Manager and Head

of the Remittance and FCDU (Foreign Currency Deposit Unit) Departments
of the International Banking Group of China Banking Corporation. Previously,
she was the head of its Export Department.
 She is the Chairperson of the Customer Service Committee of the
International Banking Group. As such she attends to client inquiries and
transactional needs including challenging issues. She also advises and
educates clients and staff on the various products and services of the Group.

As the Head of the International Banking Group’s Social Affairs

Committee, she handles the events budget and is in charge of company
outings, religious events (Mass or sharings) and departmental parties (e.g.
Mooncake festival, Christmas etc.) She is a Chinabanker for 15 years.

The Ferrers have a leasing business under the name “Flora and
Fauna Apartments”. Under the business are apartments, condominium units,
townhouses and other properties in Manila, Las Piñas and Cavite. Ms.
Yapjoco is a co-owner and manager of the above-mentioned units.

A graduate of Bachelor of Science in Business Administration - Major

in Accounting (1981) at the Philippine Women’s University, she passed the
Licensure Examinations for Certified Public Accountants (CPA) in 1984.

Active in the social and cultural affairs of the Tropical South BF

Executive Village Homeowners Association, She heads the youth committee
that handles events where the children of the village is involved e.g. Easter
egg hunts, Halloween trick or treats and Christmas parties. She also handles
fund raising events for the village’s activities.

A lover of the music and the arts, she is a contributing writer to the
Woman Today Magazine with articles for special issues e.g. Centennial
Editions, Christmas, Mother’s day etc. She finished a course in Balloon
Sculpture and Décor Business conducted by NegoSkwela in 2003. Her
hobbies include Origami, Elegant gift-wrapping, handicrafts and décor
making, needlework, oil-pastel painting, singing, dancing and piano playing.

Her monthly duties include the regular second Sunday of the week
participation at the 7 A.M. Sunday TV Mass Ministry of ABS CBN. The
Ferrer-Yapjoco family is a member-donor of the said Ministry since 1990.
ii. Job Responsibility:

Ms. Yapjoco will be the store operator and manager of the franchise.
Her responsibility will include the effective and direct management of the
franchise ensuring the smooth, accurate and timely delivery of the outlet’s
product and services while maintaning quality customer service practices.

Second is the dedicated coaching and monitoring of the staff towards

maximum productivity and excellent customer service. She will maintain
adherence to the franchisor’s control procedures. Be proactive with other
competitors in the area to ensure that service level commitments are met.
Maintain a positive attitude towards change and dynamism for the continuing
development of the outlet.

iii. Key skills:

In both her experience as a bank officer and as manager of the family

owned leasing business, Ms. Yapjoco has developed the following skills:
Good Appreciation of Marketing.
People Management/Coaching skills.
Customer Service Oriented.
Interpersonal Skills.
Good Communication Skills.
Knowledge of Current Human Resource and Labor laws, policies and
procedures.
Having been and still is a loyal 7-11 customer Ms. Yapjoco has a
Good knowledge and appreciation of 7-11’s best selling products and
services including “clean restrooms” service to visitors.

Brought into the world as a member of the Ferrers, the first family of
General Trias, Cavite, she is a pro-people person that is very sensitive and
receptive to the needs of others. This trait and skill will make it easier for her
to resolve challenging situations she may encounter during the operation of
the franchise in the future.
b) Family Participation:

Though the Ferrer family is a political family, most members including

Ms. Yapjoco opted to shy away from the political arena and engage
themselves in business here and abroad or have their own professions or
careers. A well known landed family in the province of Cavite, the Ferrers
have leasing business in the forefront followed by agribusiness/trade and the
respective careers of doctors, lawyers, CPAs, bankers, food entrepreneurs
and teachers.

Each member is able and competent in handling the franchise but

they chose Ms. Yapjoco to be the store operator and manager. They opted to
act as financial partners, consultants and simply assist in the supervision of
the outlet. They intend to focus their eagle eyes on the store’s merchandise
to prevent possible pilferage in any form. As consultants they will observe the
market and assist in promotions or information dissemination to possible
clients outside the business trade area (General Trias). They will attend
brainstorming sessions for better operations of the outlet.

Understanding the 7-Eleven Franchise

a) 5 Key Responsibilities to 7-Eleven:

1. Effectively manage and direct the daily operations of the franchise.

2. Dedicatedly train and closely monitor the staff to maximize productivity
and preserve quality customer service practices.
3. Maintain strict adherence to operations and control procedures of 7-11
to minimize costs, deter possible losses and increase profits.
4. Keep up a pro-active attitude towards competition and have a positive
outlook towards change to ensure that service level commitments are
met.
5. With the 7-11 concept in mind, ensure the smooth, prompt and
accurate delivery of quality goods and services to the customers.
b) 5 Key Responsibilities of 7-Eleven:

1. Provide business expertise and organizational support including

merchandising assistance, advertising and standardized promotions
mechanics.
2. Ensure the quality, appropriateness, reasonable price and prompt
delivery of products for the outlet.
3. Extend continuous education to update and train the management and
staff of the franchise on current trends in the retail business.
4. Ensure that a temporary source of energy will be provided to the outlet
(eg. Generator set) in times of power failure due to typhoons,
earthquakes etc. for the continued 24 hour service of the convenience
store.
5. Assist and provide legal support in case of faulty products or other
related problems

c) Business risks or limitations:

1. Spoilage and pilferage.

2. Price Control of Franchisor and limitation in Choice of products.
3. Carrying only one business name and a uniform image, the flaw of
one branch may have an effect on other units.
4. Franchisee’s survival is also dependent on the mother company’s
strength in the current retail business.
5. Possible temporary operations stoppage due to unforeseen/fortuitous
events that may bring about power failure.
6. Profit Sharing.
d) Advantage of 7-Eleven:

1. 7-Eleven is a popular, wholesome and highly regarded international

name in the convenience retail business.
2. A responsible business partner that can be trusted.
3. Pioneer in the Convenience retail business in the Philippines, it has a
tried and tested or established operating and automated/network
system.
4. As partners, there is sharing in investment and expenses.
5. There is organizational support and merchandising assistance
6. As partners, there is collaboration to generate more sales and profit.
7. 7-11 shares the expertise in running a convenience retail business via
in-house and hands-on training and other corporate services for the
franchisee and its staff.

Customer Relations

a) Plans for:

i. Speed of service – staff must immediately smile, greet and attend to

the customer upon arrival and thank the client at the end of a
transaction. Being a self-service outlet, staff must cordially orient first
timers on the 7-11 conduct of business. Staff must be knowledgeable
of merchandise for sale so they can answer all client queries. To
facilitate posting of sales, price tabs must be affixed at all times. Price
tab checking must be done during lean hours. To prevent delay in
packaging sold goods, regular replenishment of supplies thereof will
be done.

ii. Quality of products – Thorough and regular inspection of the goods

must be done during lean hours. All goods should be in excellent
condition at all times. Proper labeling is a must. Special attention must
be made on the expiry dates. FIFO method of inventory will be strictly
enforced. Included in the inspection is the maintenance of user-
friendly and orderly products on clean shelves in the store.

iii. Variety of products – Maintenance of adequate and appropriate

merchandise is a must. This will be effected by a regular and efficient
replenishment of stocks. We must listen to client suggestions on
variety of products. Popular requests must be referred to the mother
company for consideration if the requested product is not included in
the company list.
 iv. Image of store – A self-service store must also be customer friendly.
The staff including the guard, must practice quality customer service
practices. Smile, greet and thank each customer. Cleanliness and
Orderliness is a must for the outlet. Since we offer meals, the area
must be kept clean, germ-free and hygienic. For the shelved items,
these must be user-friendly where the merchandise is arranged in a
systematic manner, properly grouped, tagged/labeled. The same is
true for the supplies for use of clients (plastic bags for the food,
napkins, sauces etc.) Proper lighting is also necessary for the image
and security of the store.

b) What is customer service for you?

Customer service is when we fulfill the needs and expectation of the

customer consistently. We shall provide whatever they want, whenever they need
it, and after the delivery of the service we get to know how they are doing, or are
they fully satisfied.
Excellent customer service does not stop at simply completing a sale or
delivery of goods to the satisfaction of the customer. It also entails establishing a
relationship that will be consistent and continuous. This means the product they
want and need is available at all times and the kind of service extended to them will
be the same or even better thereafter. Important ingredients to good customer
service include, the quality of the product, the timeliness, the kind of service used,
the character of the service provider and the kind of concern shown or reciprocated
to the customer.
If the customer accepts our service and is fully satisfied they will come to us
time and again which translates to a successful business relationship.