Table of Contents

Acknowledgement
Table of Contents
Body of the Written Entry
Executive Summary

I . Introduction
A. Business History
B. Background
C. Objectives
II. Business Environment
III. Technology
IV. Products / Services
V. Present Market
VI. Competition
VII. Marketing Plan
A. Marketing Strategy
B. Marketing and Communication Strategy

VIII. Management and Organization

IX. Business Resources
X. Financial Plan and Data
XI. Social Impact
XII. Conclusion
XIII. Bibliography
XIV. Appendixes
 I. Business History

A. Background
Today when we think of coffee, we think that it can lessen sleepiness. Coffee was already a part
of Filipino culture; call center agents, businesspersons, student and even ordinary people who make it a
hobby of drinking coffee.
In year 2017, the five business students settled βότανα. They made a unique product out of
their creative minds. One that the women have in common is the way they think about social aspects,
discussion of new ideas and that is they will look at in the next chapter of their business. This βότανα is
from the Greek word which means "herbs", since the coffee wise composed of four herbals. They
discovered that a simple rice that they always consume every meals will turn into a delicious organic
coffee with different kinds of herbals specifically, oregano, mugwort, guava leaves and lagundi.
However, their coffee were uniquely different from a regular coffee in the market. It does not have any
side effects to the body but rather give a healthy benefit to cure such as skin diseases, cough, and heart
diseases and to prevent cancer and other illnesses.
This feasibility study tells about the proposed business. The business plan has been prepared to
present the company βότανα with its new product coffee with organic ingredients. The βότανα café is a
start-up coffee shop located in Roxas Avenue, Davao City and a walking distance from Ateneo de Davao
University. This particular location surrounded by youthful population (students, professionals, visitors)
of the neighborhood.
The five women make sure that in every cup of βότανα coffee; the customer will not just enjoy
the every sip of it but also enjoy a healthy living as well. In "βότανα" We do not just sell product, we sell
experience” a tagline given for the business.
The owner came up with this tag line because the company is not just selling for own benefits,
but for the health of the people whom will purchase the product. The experience stated in second
phrase of the tag line means promising that the company will provide a high quality of product and
services, share a lifestyle, make a connection, and share moment.
 B. Objectives

The primary objectives of the Franchise business plan for the βότανα are the following:
 To increase 15% of profit per year
 Be a coffee choice in the area and provide the best coffee in Davao City
 Create brand awareness
 Keep the menu simple to maintain low food cost
 Use marketing strategies to build volume quickly
 Provide the highest quality product, duplicating Franchisor’s successful coffee shop
locally and globally.

II. Business Environment

The business environment means the overall (internal and external) circumstances of
organization. Every organization is more or less influenced by environmental factors.

Micro-environment Analysis

Political Factors

The business operation of an organization is always influenced by the policies of state and its
government. Botava company is also under the control the government’s rules and regulations. The
main issue when it comes in controlling food and beverage business is health and other issues are
license, employee, tax and laws.

Economical Factors

Economical factors always come as a vital issue to business organization. For example, Botava is a
new operating business in Davao City and due to the economical condition, it can affect the operation of
the business. If local economy is critical, people are usually discouraged to spend more money for their
food and beverage.

Social Factors

Nowadays, the lifestyle of people is being changed and the demand of this change affects
businesses especially mew operating businesses. This changing demand is different in society to society
and country to country. For example, there are people in the other side of the city like to drink coffee
and other prefer desserts and sweets.

Technological Factors

The impact of technological innovation is also considerable to meet the customers expectation. For
example, existing competitors are using high technologies to compete with each other. Botava has to
ensure that the technological access to influence the customers.

Environmental Factors

Coffee shops are known for using some harmful elements. Foe example, non-biodegradable
substances for its drink glasses. Styrofoam containers are usually the containers used by shops and it is
discouraged to use. For the greater interest of environment issue, franchisees should be educated
about awareness of the issue.

Competitive Factors

 Bargaining power of suppliers

The bargaining power of organic raw materials, trade coffee as a result, βότανα will charge
premium prices for the coffee but still customer can afford to purchase it.

 Bargaining power of buyers

The growing tend toward coffee allows our product to be patronized by the potential
customers with its excellent customer service.

 Availability of substitutes
With the five coffee shops identified in the Roxas Ave. Davao city, consumers have a
variety of substitutes. However, due to the βότανα coffee’s uniqueness there is no perceived substitute
available in the location. A coffee product that offers multiple health benefits and operate 24 hours
daily.
  Product Differentiation and brand loyalty
βότανα coffee needs to fully differentiate its product with others as competitors may have
already established great customer loyalty .

 Exit Barriers
A coffee shop like βότανα might find it hard to get out of the industry due to cost of laying-
off staffs and contractual obligations.

III. Product or Service

The βότανα coffee is made-up of roasted rice and herbal ingredients such as Lagundi, Oregano,
Guava leaves and Mugwort that has helpful ingredients to prevent and fight against diseases. Owing to
the side effects resulting from the usage of medicines and drugs, herbal plants are being-increasingly
considered for the treatment of various diseases due to its medicinal properties.

Oregano contains vitamins A, C, E, and K, as well as fiber, folate, iron, magnesium, vitamin B6,
calcium and potassium. It has anti- inflammatory, anti- microbial, and anti- fungal effects and other
pathogens. Oregano essential oil maybe useful for respiratory ailments like colds and flu. Top benefits of
oregano are antioxidants for immune system support, anti-fungal, anti-bacterial, anti-inflammatory
properties, useful for upper respiratory infections and cancer fighting effects.

Guava leaves contains polyphenols, carotenoids, flavonoids and tannins can be extremely
effective in treating various diseases. Guava leaves benefits for health: beneficial for diabetics, lower
cholesterol, treatment of diarrhea and dysentery, aids in digestion, treatment for bronchitis, beneficial
for dengue fever, prostate cancer and reduction for allergies.

Mugwort is a plant that commonly grows anywhere along the roadside, the backyards, and the
grasslands. This plant has a mint smell-which is refreshing. Mugwort/ Hilbas health benefits: cough and
colds, aids in digestion, mental health and good for the liver.
 Lagundi/ vitex negundo traditional health benefits: alleviate pain and discomfort, prevent and
treat worm infestation, treat rheumatism, muscle pain, treat stomach problems, promote good memory
and eyes sight, for headache and fever.

Roasted rice contains vitamins b1, b3, b6, manganese, phosphorus, iron, dietary fiber and
essential fatty acids.

βότανα coffee is a great alternative for a regular coffee that is usually sell in the market. It is
also safe to take and good for 12 years old and above.

This is βότανα’s primary offering coffee, the organic coffee with such flavor of milky coffee also a
creation of βότανα. The pastry primary line offering will be breads, cookies, and cupcakes, which freshly
made and delivered daily by supplier.
 IV. Present Market

1.1 Area Coverage/Location

βότανα is located at Roxas Avenue, Davao City where Roxas Night Market is also located. The
location provides great market for the βότανα cafe as there are thousands of people visit the area
because of the Roxas Night Market. In addition, there are more than 20 corporate offices, bank and
shopping center at the said location. In addition, it is the walking distance from Ateneo de Davao
University.

1.2 Consumer/ Customer

Βότανα aims to cater the growing numbers of coffee drinkers in all ages in Davao City. It aims to
serve health conscious people by providing coffees that are healthy and are able to bring numerous
health benefits. The target market segments shown in the Segmentation section.

B. Market Trends
 Unique product feature specialized, organic herbal ingredients
 Playground for kids
 Sell coffee related items and food
 Using high technologies to creatively compete with others

V. Competition
 VI. Marketing Plan

It is often to find a coffee shop that is not a child friendly, the βότανα has a long term plans to
create a combination coffee shop with a playing area thick is similarly to some food chains. Therefore,
parents/ adults can talk with each other and with friends while their children can enjoy with the
playground around the shop. The βότανα will also provide a free Wi-Fi services for customer area so that
students and employee people can also do their works while staying inside the shop. In addition, for the
seniors, although this demographic group could reality will downtown, they much prefer to with a local
coffee to unwind and relax without worrying about their health. They are some of the most loyal
patrons of the product.

B. Sales Strategy
The sales strategy recognizes the need for the company as a whole to back up its superior product
offerings with excellent service. The βότανα will use the following methods to increase sales revenue:

 The menu will focus on the most profitable products sold.

 Sell the company as well as the product.
 Sell the product with excellent customer service.
 Monitor and evaluate hours of operations.
βότανα’s marketing strategy that will communicate to the target customers segments. The
strategy will employ several methods to communicate the message.

 Online Advertising
The βότανα will advertise regularly on the popular social media sites ( Facebook, Twitter and
Instagram. It is costly when use traditional print advertising.

 Website
βότανα will have a simple website where others can identify the menu items of the coffees and
pastries, along with the address, map hours of the operation. ( www.botava.com.ph )
  Posters and Flyers
βότανα will provide flyers and posters during the 8 months of operation.
VII. Management and Organization

Organizational Chart

The figure below shows the organization structure of βότανα:

Board Members

Baristas Server Assistant Security

Figure 8: Organizational Chart

B.Management Personnel

Ruth Dumayao, Julie Abarsolo, Monacel Viernes, Christine Jane Bongco and Blessie Parilla will
be the owner of the cafe and will have 5 employees as a start-up for the coffee shop. The owner’s role in
the business will consist the following responsibilities:

Ruth Dumayao
- responsible for the business development, some accounting, some sales and in production.
Monacel Viernes & Julie Abarsolo
- they will be the product manager and improve the quality of the company’s product and for
inventory management.
Blessie Mae Parilla
- responsible for the sales effort and will be account manager for all the accounts and will
develop new accounts as well and also for all the financing.
Christine Jane Bongco
- responsible for the training and development and help support the sales and financing.

The 2 severs, 2 baristas, assistant for the mini playground inside the store and 1 security guard.
They will be responsible for the preparing foods, serving, assisting the customers, cleaning, receiving
payments and make change as required.

Franchise Structure
The current structure has been put in a place in such a way as to allow the new innovation coffee
brand to enter a significant sized café’s with a Franchisee who has an investment in the shop. Basically,
the Franchisee will contribute a Franchisee fee of 7% on gross turnover (excluding VAT) and a 5 % fee
for marketing of the brand.

VIII. Business Resources

Resources needed for business franchising to achieve the objectives of the business plan, this include
the following :
 Personnel
An intellectual and human resources include personnel’s knowledge, training and experience
about the business and the product. The judgment, insight, creativity, vision, and intelligence of the
individual members of βότανα. In the Personnel Plan section explains more about the company’s
personnel.

 Equipment and Materials

A physical resources that are tangible property use for the production of the coffee and
administration. In the technology and equipment section shows all the specifications and the list of the
company’s equipment.

 Access to technology
 Technological resources which is the processes, systems or the physical transformations
of the business.

 Financial Resources
Wages of the employees, the cost of the raw materials, and the purchase of the
machinery will all need financial resources.