Pelinia, Alyson M.

BSECE 3-2

Aly’s Pizzeria

1. Executive Summary

Aly’s pizzeria offers customizable, good quality and good tasting pizza that can saisfy all
your cravings. Our primary strategy is to offer customers a variety of options for choosing their
own toppings for their pizza. The customers may choose from the existing flavors, or create
their new found favorite. Our business will initially operate a home-based and use social medial
(e.g. Facebook, Twitter and Instagram) to showcase the pizzas for ease of browsing and
ordering. Any customer will have the option to pick-up their pizzas or have it delivered at their
convenience.
Initial capitalization for the business is Php 50,000 good for a one-month expense.
Expected revenue for Year 1 is Php 600,000.00 while total cost of goods sold amounted to Php
570,900.

2. Management and Organization

Company Name: Aly’s Pizzeria

Logo:

Address: 6 Magsaysay St., Signal Village, Taguig City

Vision Statement: Pizzas made to order and customizable to suit your tastes

Mission Statement: Aly’s Pizzeria provides good quality and best tasting pizzas at an
affordable price.

Key personnel: Manager

Workforce and
Support Personnel: Riders and Production Assistant

Organizational Chart:

Owner/Manager

Advisory Council

Riders and
Production Assistant

Ownership: Single Proprietorship

Capitalization: Php 50,000.00

Compensation
and Incentives: Minimum wage based on daily rate as provided by law.

External
Management
Support: Family and Entrepreneurship teacher will be tapped as Advisory Council

3. Product Plan

Purpose of the Product

Aly’s Pizzeria will offer customers a variety of options for choosing their own custom pizzas.
The customers may choose from the existing designs, supply their own, or have our graphic
designer create a design for them.

Product’s Unique Features

Nothing beats a fresh-out-of-the-oven pizza, and once you see how easy it is to
customize your favorite toppings, it will make you never order from other places again. Switch
up the toppings and add your favorites to make it your own. Pepperoni, mushrooms, bell
peppers, pineapple, etc? You can have it all.
Sample Pizzas

Ingredients and Equipment requirements and sources of supply

The ingredients requirements and their sources are as follows:

Ingredients SOURCE
Mozzarella Farmers Market
Pepperoni Santis Deli
Tomatoes Dizon Farms
Pineapples Dizon Farms
Spinach Dizon Farms
Mushrooms Dizon Farms
Olives Dizon Farms

Production process of the product

Below is how to make the pizza:

1. Making of the dough

a. Grease a large bowl with cooking spray. In a small bowl add water and sugar and stir to dissolve,
then sprinkle over yeast and let sit until frothy, about 8 minutes.
b. In another large bowl, add flour, salt, and oil. Pour in yeast mixture, then mix with a wooden
spoon until everything is combined and a shaggy dough begins to form.
c. Knead against the sides of the bowl until the dough starts to come together, then turn onto your
work surface and knead, adding a pinch of flour if needed, until it feels elastic and only slightly
tacky, 5 minutes.
d. Form into a tight ball, place into prepared bowl, and cover with a clean dish towel. Let rise in a
warm spot in your kitchen until doubled in size, about 1 hour and 30 minutes.

2. Preparing the pizza dough

a. Gently punch down dough, then divide in 2, and roll into balls. At this point, you can freeze one,
or make two pizzas. Let dough balls rest as you preheat oven to 500° and grease a large baking
sheet with olive oil. Sprinkle all over with 2 tablespoons cornmeal.
b. On your work surface, gently flatten one ball of dough and roll with a rolling pin (or stretch with
your hands) until about 12” in diameter (as thin as you can). Carefully transfer to prepared
baking sheet and brush dough all over with oil.
3. Assembling of the pizza toppings
a. add your 1/2 cup sauce to middle of dough and spread outwards with a spoon or ladle, leaving
about 1” for the crust.
b. Top with half the slices of mozzarella and the other preferred toppings of the
customer. Bake until crust is golden and cheese is melty, about 20 minutes.
c. Top with added cheese and a drizzle of olive oil. And it’s ready to be served and
packed.

Making homemade pizza can sound like a lot of work, but it’s so worth the bragging
rights. The dough itself requires few ingredients and just a little bit of rising and rest time. While
you wait for the dough to be ready, you can get to work prepping your tomato sauce, chopping
fresh vegetables, or grating the cheese you’ll put on top. Bake for 15 minutes, garnish with basil
(or, let’s be real, more cheese), and enjoy showing off your way-better-than-takeout creation.

Distribution Logistics

Aly’s Pizzeria will initially operate home-based and use social media (e.g. Facebook, Twitter and
Instagram) to showcase the best looking pizzas for ease of browsing and ordering. Any
customer will have the option to pick-up their merchandise or have it delivered at their
convenience.

Regulatory and other Compliance Issues

Aly’s Pizzeria will be registered as a single proprietor enterprise with the Department of Trade
and Industry provincial office. A barangay clearance will also be secured before it applies for a
mayor’s permit to operate as a home-based business micro enterprise. The BIR registration will
also be done after getting all the necessary registration documents and permits from DTI,
barangay, mayor’s office. The owner/manager and the riders and production assistant will be
registered with the Social Security System.
 4. Market Plan

Marketing Strategy

An effective marketing campaign will aim to increase the visibility for Aly’s Pizzeria. This
will emphasize the customer’s preference to completely customize their pizzas. Aly’s Pizzeria
will utilize a number of different venues to communicate this message.

• Social Media – the business will be active on social media platforms specifically Twitter,
Facebook and Instagram, to increase awareness and visibility to the people.

Sales Strategy

The sales strategy will emphasize that ordering and buying a pizza from Aly’s Pizzeria is
very easy, accessible, and a pleasing experience. The sales effort will work on the possibility of
having its own website in the long run, the main tool used for ordering. It will be quite important
to have a friendly, easy to use web interface in the future course of the business.

Aly’s Pizzeria will also rely on three other factors to help boost sales. The first is
exemplary customer service. Having excellent service will provide the customer with the feeling
that the business is looking out for the customer’s interest. Second, when a customer places an
order, they will probably be excited to see the finished product, so Aly’s Pizzeria will ensure the
shortest turnaround time possible. Lastly, sales will be boosted by offering customers a very
good product. Aly’s Pizzeria will ensure economical value for the pizzas without sacrificing its
quality.

Product Characteristics or Features

Aly’s Pizzeria products have a number of competitive features that will be used to its advantage
to achieve market penetration.

• Large catalog of toppings – customers will be offered an array of ingredients and

toppings to choose from which are then used for making their own choice pizza.

• Affordability of the pizzas – even in the pandemic, people can still afford it even if they’re
having a limited budget to splurge, it is favorable for them to have access to inexpensive
yet good tasting pizzas.

Pricing Policy

Aly’s Pizzeria will adopt the differing price based on the size and the amount of toppings.
As such, below is the pricing scheme that will be adopted:

SIZE OF THE PIZZA PRICE (PESO)

Small 160
Medium 200
Large 300
Extra Large 450
Sales Projections

Year 1 Year 2 Year 3 Year 4 Year 5

Price
Size Quanti
ty per
Month Peso Peso Peso Peso Qty Peso
Qty Qty Qty Qty Unit
Units Units Unit Unit s
s s
Small 160 37 444 71,040 488 78,080 537 85,920 591 94,560 650 104,000
(10%)
Mediu 200 93 1116 189,720 1228 208,760 1350 229,500 1485 252,420 1634 277,780
m (25%)
Large 300 185 2220 399,600 2442 439,560 2686 483,480 2995 531,900 3250 585,000
(50%)
Extra 450 55 660 125,400 726 137,940 799 151,810 878 166,820 966 183,540
Large (15%)
Total 370 4440 785,760 4884 864,340 5372 950,710 5910 1,045,730 6501 1,150,320

Market Analysis Summary

The demand for the homemade pizzas has shown steady growth over the last 5 years. It was
observed that adults and workers are among the biggest market for the product. These market
segments favor the good tasting pizzas at an affordable price. To increase market penetration, Aly’s
Pizzeria will offer a large catalog of ingredients that suits the customer’s tastes. At the same time,
effective marketing campaign will be done to increase the visibility for Aly’s Pizzeria through the use
of the social media. Aly’s Pizzeria offers price differential based on the size and the amount of
toppings with price ranging from Php 160-450.

5. Financial Plan

• Start-up costs requirements

• Financial projections
• Breakeven analysis
• Budget

Expenses Cost/pc 400 Pizzas Year 1

Mozzarella 300.00 12,500 60,000
Pepperoni 450.00 15,000 50,200
Tomatoes 70.00 400 19,800
Pineapples 80.00 1,800 20,600

Spinach 80.00 4,500 15,000

Mushrooms 100.00 100 25,200

Olives 50.00 18,000 216,000
Pizza Dough ingredients 200.00 8000 18,000
Utility 800.00 800 9,600
Labor cost 13,000 156,000
Permits and licenses 1,500 18,000
TOTAL 49,700 600,400
5 Years Profit/Loss Statement

Aly’s Pizzeria
Projected Income Statement for Years 1-5
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue 785,760.00 864,340.00 950,710.00 1,045,730.00 1,150,320.00
Cost of goods sold: 568,800.00 625,680.00 688,248.00 757,073.00 832,780.00
Ingredients 412,800.00 454,080.00 499,488.00 549,437.00 604,380.00
Other direct 156,000.00 171,600.00 188,760.00 207,636.00 228,400.00
expenses
Gross Profit (Loss) 216,960.00 238,660.00 262,462.00 288,657.00 317,540.00
Gross Income 216,960.00 238,660.00 262,462.00 288,657.00 317,540.00
Expenses:
Other Operational
Expenses
Permits 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
Utilities 9,600.00 10,560.00 11,616.00 12,778.00 14,055.00
Income before 216,960.00 238,660.00 262,462.00 288,657.00 317,540.00
interest and taxes
Tax 69,427.20 76,371.20 83,987.84 92,370.24 101,612.80
Net Income (Loss) 147,532.80 162,288.80 178,474.16 196,286.76 215,927.20

5 Years Cash Flow

Aly’s Pizzeria
Projected Income Statement for Years 1-5
Year 1 Year 2 Year 3 Year 4 Year 5
Beginning Cash 49,700.00 67,005.60 139,983.20 220,385.52 308.959.24
Balance
Cash Inflows
(Income):
Cash Sales 785,760.00 864,340.00 950,710.00 1,045,730.00 1,150,320.00
Total Cash Inflows 785,760.00 864,340.00 950,710.00 1,045,730.00 1,150,320.00
Cash Outflows
(Expenses)
Payroll 156,600.00 171,600.00 188,760.00 207,636.00 228,400.00
Supplies 412,800.00 454,080.00 499,488.00 549,437.00 604,380.00
Taxes & Licenses 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
Utilities & Telephone 9,600.00 10,560.00 11,616.00 12,778.00 14,055.00
Other: 69,427.20 76,371.20 83,987.84 92,370.24 101,612.80
Subtotal 649,327.20 712,611.20 783,851.84 862,221.24 948,447.80
Other Cash
Outflows:
Loan Principal
Owner’s Draw 119,127.20 77,251.20 84,955.84 93,435.04 102,724.08
Subtotal 119,127.20 77,251.20 84.955.84 93,435.04 102,724.08
Total Cash 768,454.40 791,362.40 870,307.68 957,156.28 1,052,671.88
Outflows
Ending Cash Balance 67,005.60 139,983.20 220,385.52 308,959.24 406,607.36
5 Years Balance Sheet

Aly’s Pizzeria
Projected Income Statement for Years 1-5
Year 1 Year 2 Year 3 Year 4 Year 5
ASSETS
Current Assets:
Cash at hand 147,532.80 162,288.80 178,474.16 196,286.76 215,927.20
Total Current Assets: 147,532.80 162,288.80 178,474.16 196,286.76 215,927.20
Fixed Assets:
Total Fixed Assets: 0 0 0 0 0
Total Assets 147,532.80 162,288.80 178,474.16 196,286.76 215,927.20
LIABILITIES & EQUITY
Current Liabilities
Income Taxes Payable 69,427.20 76,371.20 83,987.84 93,370.24 101,612.80
Short-term Loan Payable 800.00 880.00 968.00 1,064.80 1,171.28
Total Current Liabilities 70,227.20 77,251.20 84.955.84 93,435.04 102,784.08
Total Liabilities 70,227.20 77,251.20 84.955.84 93,435.04 102,784.08
Capital 49,700.00
Add: Net Profit 147,532.80 162.288.80 178,474.16 196,286.76 215,927.20
Less: Drawings 119.227.20 77,251.20 84,955.84 93,435.04 102,724.08
Net Capital 77,305.60 85,037.60 93,518.32 102,851.72 113,203.12
Total Liabilities and 147,532.80 162,288.80 178.474.16 196,286.76 215,927.20
Equity