CHAPTER 1

INTRODUCTION

This study primarily focuses on establishing a Shoe Painting in

General Santos City. The center of this study is to find out if the business,

Shoe Painting will be feasible or not. It talks about how the business will be

put up or the process on establishing the business.

This chapter discusses the background, rationale, objectives,

significance of the study, the data and other figures were gathered through

research using methods and techniques. The content of this study involves

the presentation of information regarding resort based on the conducted

interview, survey and also researches.

1.1 BACKGROUND OF THE STUDY

Shoe Painting or Customization of Shoes is a type of business

where artist can redesign and modify the shoes. The artists are not just

painting shoes they’re also recreating silhouettes, character or pattern

depending on the taste or want of the client. Usually the type of shoes or

brands are mostly used are white sneakers ; Nike and Adidas, these 2

brands are evenly in demand in customization according to Sole Collector

(2015). Also you can customize in Vans and Converse and other shoes as

long as it’s a plain white.

 Shoes are not completely made out of plastic, but there are plastic

parts that are perfect for new color ways.  Some additional scuffing and

adhesion promoter should have those plastic pieces looking sharp. Each

shoe material requires you pay attention to three important steps:

preparation, painting, and preservation.  Preparation is whatever it takes to

get the shoe ready for paint.  Painting is the specific type of paint used,

techniques, and recommended brands.  Preservation is what you need to

do to protect your work and have a wearable shoe that lasts for years. 

Skipping any of these steps or not paying attention to detail will result in

your custom cracking, fading, bleeding, or worse.

In addition Customization has evolved through the years owing to

the fact that people want something that fit to them and to they’re style.

That’s why Shoe Company tends to be more e competitive in the market to

attract customer with their limited edition shoes even though the price are

expensive.

Furthermore, Painting and Customizing of shoes are started in the

part of a hubby of an artist. It just suddenly came up to answering how can

I alter the plain old white sneaker in to new at first it just a Do it Yourself or

DIY but little did we know it could be possible to be demand business in

the future. Along with that Shoes Painting or Customization of shoes is a

growing trend to both to the fashion sense and the collector-mindedness of

those shoe fanatics sometimes called “sneaker heads" (Stern 2019)

1.2 INDUSTRY BACKGROUND

The famous French fashion designer Roger Vivier once said, ‘To

wear dreams on one’s feet is to begin to give a reality to one’s dreams.’

While this may seem like an exaggeration, some people truly begin to

dream when asked about their shoes. Several enthusiasts among us may

even own hundreds of shoes because they do not ever wish to repeat

wearing a pair. While buying shoes from traditional retailers are still

popular, a new and emerging trend is that of custom shoes. While there is

a widespread perception that these products are pricey and cater only to

the high-end clientele, this is a gross misconception. The worldwide reach

of social media and a common desire among customers everywhere to get

customized, individual products has broadened the size and scale of the

custom shoes market. 

The main drivers of the custom shoes market are the proliferation of

e-commerce platforms, fast fashion fads, preference for custom designs,

and the emergence of 3D printing from fiction to fact. Improved Internet

infrastructure in the developing world, along with both global and domestic

e-commerce players catering to the demand has broadened the market for

custom shoes considerably. People can order the shoes which they want
when they want from the comfort of their own homes. If they wish for

something extra, they can even design shoes to their exact needs and

requirements with the help of 3D printers. These custom shoes can then

be printed in a matter of hours or days. There has been a noticeable trend

towards customization in almost every industry in recent times and this

holds true for the custom shoes market as well. While millennial are known

to have a penchant for individuality, even baby boomers are looking at

customized products like shoes. Designing a product as per one’s specific

requirement gives people a sense of being part of the process and that

expression forms the core of their values or what they buy.

Every coin has two sides and there are certainly some challenges

faced by the custom shoes market. Some of the critical ones include name

recognition, limited customization and production, and high prices. While

social media and the Internet have allowed entrepreneurs with limited

funds to reach potential clients across the world, there can be initial

hesitation on the part of the latter if the company or seller is relatively

unknown. They may be worried about inferior quality and might prefer a

so-called ‘tried-and-tested’ brand, especially for something as vital to daily

comfort as shoes. While customization is definitely more possible in the

custom shoes market than the regular market, it is akin to a form of mass

customization. Companies are generally limited by a few items that are

customizable and there will be a lot of variants around some core things

which will remain unchanged. To expand on a global level, custom shoe

makers will need to offer much more variety and choice. Due to a lack of

economies of scale, some players in the custom shoes market may need

to charge high prices to break even or make a profit. This makes it

challenging for them to broaden the scope of their market to customers in

the middle class with a lower disposable income. 

1.3 PROJECT DESCRIPTIONS

Shoe Painting or customizing of shoes is one of the most unique and

interesting creation to be made. It is artistic, creative, and has more

originality. It is always more than just for creation of an artistic to modify

and be more creative.

1.3.1 PROPOSED BUSINEESS AND LOGO

As an initial point when planning for a startup business the

owners create the mission, vision and objectives in order to know

the direction we will put up and to help communicate the goals and

the plan to employees and the public.

 1.3.2 PRODUCTS AND/OR SERVICES

PRODUCTS and SERVICES DESCRIPTION

SERVICES DESCRIPTION
(NIKE BRAND)

Any From aofplain

type white shoes
shoes to Kobe
of being

Bryant
customized Inspired
and Shoes.
the client/ customer

The want
can decide clienthe/she
may give
wantsdetails
kind of

what character,
of design.

images, words or anything

dependent on the wants of the

customer.

(VANS BRAND)

From a plain white shoes to Galazy

and Kobe Bryant Inspired Shoes.

The client may give details of what

character, images , words or

anything dependent on the wants of

the customer
 1.3.3 Major Consumer

The consumer who can avail of this product and services are the people

residing in General Santos City especially to those millennial who are

following the trend as well as travelers to General Santos City especially

regions near the city.

1.4 RATIONALE

The researchers chose to study the A Feasibility Study of

Putting up a Shoe Painting Business in General Santos City. The

reason for the study is to determine the feasibility and profitability of

the business specifically in the being field of entrepreneurship. If this

business is still in demand, the researchers want to know if this kind

of business will be able to capture market. The researchers also want

to know if the proposed business will be able to contribute additional

knowledge not just to the researchers but also with other institutions.

The most important thing is that the researchers want to know if the

business could contribute in the continuous success of the economy

and cultural music preservation of the country.

 The risk would be the proposed business might not have

enough information about the industry of this business due to limited

source of respondents.

1.5 OBJECTIVES OF THE STUDY

Following are the objectives of the study:

1. To determine if the customers are willing to purchase customize

shoes or paint they’re owned shoes.

2. To know if the people are interested to recreate their old shoes

to a new one.

3. To assess the effectiveness of putting up a Shoe Painting

Business.

1.6 SCOPE AND DELIMITATION

The scope of this study is to determine if the customers are

willing to purchase customize shoes or paint they’re owned shoes.

This involves survey for those who are live in barangay Lagao, Bula

and San Isidro.

This study is delimited only to the respondents living here in

General Santos City and the result of the study will be based from the

information that the researcher has gathered from the respondents.

The data needed were gathered from the major respondents using

interview guide.

1.7 SIGNIFICANCE OF THE STUDY

The result of the proposed business is beneficial to the following

Existing Players – the result of the study will provide additional

knowledge on the existing players on how they are going to improve

and organize their services in order for them to be more successful

Potential Investors – the result of the study will give an idea to the

other investors who have the plan in putting up this kind of business

and can also give an idea so it can survive in the industry.

Future Researchers – The result of the study trains the researchers

to become more responsive to the economic development in the

future when they are about to venture with the business. This study

will also serve as future reference of other researchers who wish to

conduct related studies.

1.8 Research Methodology

1.8.1 Research Design

The results of the study will help the Shoe Painting Business in the

society to determine their status in the industry and will develop more
 strategies in deciding what is the best thing to do in order that the business

will prosper and make it more profitable.

In figure no.1, it illustrated how the study of putting up a Shoe Painting

was conducted. It is the flow of the research that was done by the

researcher.

The Feasibility Study of Putting up a Shoe Painting in General Santos

City

Objectives of the Study

1. Marketing Aspect
2. Technical Aspect
3. Management and
Organization Aspect
4. Financial Aspect
5. Socio Economic
Aspect

Research Methodology

Data Gathering Tools Data Gathering Procedures

 Survey Questionnaire  Identifying the target

 Interview Guide  Conducting Surveys
 Internet and interviews
 Books and published  Summarizing all the
materials with related results of the data
 Respondents of
the study

At least
3 Barangays
near your
Business
Location

Locale of the Study

General Santos City

Figure No.1

1.8.2 RESPONDENTS

Location Population Percent (%) Number Of

Size on Population Respondents

Lagao 50,789 38% 38

Bula 31,363 23% 23

San Isidro 52,832 39% 39

Total 134,984 100% 100

1.8.3 LOCALE OF THE STUDY

The study was conducted in General Santos City. The

proposed business is a good venture because General Santos

City is one the fast growing City and lots of investors from

neighboring cities and provinces in South Cotabato area are

coming to invest. This business has a potential because of the

generation where trend and styles are matters.

1.8.4 DATA GATHERING TOOLS

In conducting the research, the researchers used an

interview guide which serves as an instrument in gathering data

because it contains some questions that could help the

researchers to get information about the proposed study.

1.8.5 DATA GATHERING PROCEDURE

The researcher personally interviewed the respondents in

a one on one procedure. Also, the researcher explained the

process of answering the questions and guides the

respondents to their certain concerns.

The respondents were given 10 minutes to accomplish the

questions and decide for their own responses. The researcher

went from one place to another on collecting the accomplished

questionnaires.

After the questionnaires have been accomplished, the

results were tallied and tabulated. These data became the

bases of analysis and interpretation.

1.8 DEFINITION OF TERMS

To give the reader a clearer understanding of the

frequently used term in this study, the researcher conceptually

defined the following terms.

Shoes- are the one will be using in painting instead of canvas

or simply applying the paint in the shoes.

Painting- the materials and process of using paint in the shoes

to be creative or to give the shoes to be more attractive in a

creative way.

Customize- to modify the shoes or change something

according to a customer's or user's particular needs of the

shoes has been customized.

 CHAPTER 2

MARKET ASPECT

This chapter discusses the market-related aspects of the proposed

business. This identifies the service to be rendered, target market, market

size and the estimated market share of the business. It targets to make a

research on the demand of the product and supply in order to achieve the

business’ target market.

2.1 Demand

2.1.1 Target Market (Market Segmentation, Market Size)

Target Market

The proposed business is established to provide

services and product for everyone who wants to purchase the

product or avail it services. The main target of the planned

business is individuals who are primary location of the

researcher namely Barangay Lagao, Bula and San Isidro, who

are willing to try the offered services and products of the

business. They are the target customers because they have

the strength and willingness to avail the said proposed

business. The business target are the people who residing in

Barangay Lagao, Bula and San Isidro General Santos City,

who are eager to spend money for this Shoe Painting

Business or Customizing Shoes.

Market Segmentation

Market segmentation is the process of dividing

a target market into smaller, more defined categories. It

segments customers and audiences into groups that share

similar characteristics such as demographics, interests,

needs, or location (Yesbeck)

Demographic Segmentation

Demographic segmentation groups customers and

potential customers together by focusing on certain traits such

as age, gender, income, occupation & family status (Thomas,

2020)
 Adulthood
Adulthood
13-17
13-17
Early Adulthold
Early Adulthold
Age
Age 18-29
18-29
Middle
Middle Adulthold
Adulthold
Mids 30s-
Mids 60s-
30s- 60s-
Low income
Low income
customer
customer

Demographic
Demographic Mid
Mid Income
Income
Income
Income
Segmentation
Segmentation Customer
Customer

High income
High income
customer
customer
Elementary
Elementary
Students
Students

Junior
Junior High School
High School
Education
Education Students
Students
Senior
Senior High
High
School
School Students
Students

Figure 3
Geographic Segmentation
Demographic Segmentation
Geographic segmentation is a process of grouping

customers based on where they live. Companies segment

their target market geographically when needed to focus on a

specific area. Geographic market segmentation tends to

optimize the marketing strategies of a business by matching

products and services to different regions, cities and countries

where the customers live (Shaw,2018).

National Philippines

South
Regional Cotabato
Geographic
Segmentation Barangay
Lagao
General
Barangay
Local Santos
Bula
City
Barangay
San Isidro

Figure 4

Geographic Segmentation
 Behavioral Segmentation

Behavioral segmentation is performed so that people showing

similar buying behavior can be clubbed together in a single group

and they can then be targeted. It helps companies to promote and

market their product in a very streamlined manner as they can

capture the customer based on his / her needs. Also, as people are

becoming more and more conscious about the brands they buy and

the amount of competition present, customization of products and

services can also be done based on this type of market

segmentation (MBA Skool Team, 2020)

Potential
user

Interested Ex - user
Loyal
High Regular
Behavioural involvement user Not
Not Loyal
Segmentation Interested
Negative
Low Opinion
involvement

Figure 5

Behavioural Segmentation
 Markets Size

In conducting the study, the market size of the business is very

important in the business. This will determine the yearly projected

customers of the business through the given number of population. It

will show the number of individuals who will avail the services of the

business while considering the factors of age range, poverty rate, and

the margin of error. This can help to solve the estimated market size

of the business.

The Population of Barangay Lagao of General Santos City

recorded a total population of 50,789 and with Barangay Bula a total

population of 31,363 and lastly Barangay San Isidro with a total of 52,

832 in overall a total population of 134,984

Table 2
Market Size
Particulars Total
Barangay Lagao 50,789
Barangay Bula 31,363
Barangay San Isidro 52,832
Total 134,984
Less: Poverty Rate
Business Target Market Size
Percentage Willing Respondents
Market Size
Less:
Adjusted Market Size
2.1.2 Past Demand Pattern Evaluation
 2.1.3 Demand Projection

2.2 Supply

2.2.1 Competition

This section shows the competition of the each of the stated

services in the market particularly in General Santos City.

Direct Competitors

Shoe Painting Center in General Santos City has no

direct primary existing competitors.

Indirect Competitors

There are a lot of indirect competitors which are some

Nike Center, Adidas, or other Branded Shoes in any mall of

Gensan KCC, SM, Gaisano, Novo and any establishment that

are selling Shoes.

2.2.2 Project’s Capacity

2.2.3 Supply Projection

2.3 Demand- Supply Analysis (Market Share, Free Market)

 Market Share

The objective of the researcher is to find out the estimated

market share of the study. To get the relevant information to be

used, the researcher conducted survey to random persons. The

information gathered will be used to get what is the estimated

market share of the Rondalla Learning Center.

The researcher conducted a survey to its target market to get

the total demand in relation to frequency.

Table 3
Market Share

Particulars Total
Free market
Practical capacity of Shoe Painting
Estimated Market Share Percentage

Table 5
Free Market
Particulars Total

Total Demand

Total Supply from Direct Competitors

Free Market

2.4 Pricing

The main objective of the business is to gain profit, in order to

achieve this pricing strategy must be carefully examined and well

computed so that quantifiable and profitable result can be possibly taken

for the operation of the business. Pricing is one of the important factors to

ensure that the business would run good in the business so it should be

done well and the price must be reasonable. The researcher has based

the offered price based on the materials used which is the brand of shoes;

in Nike Air Force brand the price of shoes including its customizing are

worth 6,300 following with the second product which is the Vans including

its customizing are worth 4,000 and lastly customizing your own shoes are

worth 1,500 .The table below presents the list of prices in the proposed

business.
 Table 5

Pricing

Product Offered Price Range

Customizing Shoes Brand

Nike Air Force 6,300

(Include Shoes)
Customizing Shoes Brand

Vans Off White 4,000

(Include Shoes)

Service Offered Price Range

Customizing Your Own

Shoes 1,500

2.5 Market Program

(Terms of Sale, Channels of Distribution, Promotion and Advertising,

Activities, Packaging, Cost of Marketing)

The Shoe Painting will utilize all media streams for conducting

promotions such as Internet i.e. Facebook, Twitter and all other

 social media flat forms. And also Shoe painting will have a tarpaulin

so bystander can see it and may be curious about the Shoe Painting

Business These promotional streams will provide the company with

a good platform to reach possible customers.

Table
Promotion Strategy
Type of Advertisement Cost Service
Provider

Tarpaulins 3,000 Tarpaulin

printing press

Online Advertising 400 Facebook,

Instagram,
Twitter