CONCEPT PAPER

I. Introduction
Are you one of tourists that likes buying pies and tarts as pasalubongs to your
relatives? Well then, if you like tarts, you can afford and get them as a healthy everyday
snack and not just for souvenir. This paper will let you see through the background,
purpose, and description of “Tartandos” company who has the capacity to satisfy your
sweet cravings.
The company is called “Tartandos”, a company formed by thirteen members in
the food industry. The company is offering quality tartlets that are affordable and will
cater the sweet cravings of its target market without risking their health because of the
healthy ingredients of the fruit tart and is very affordable and accessible.
The company name “Tartandos” originated from the Spanish term for blueberry
tart, “tarta de aradanos” and the founders decided to put a twist in it by combining the
Spanish term into one. Derived from the main product of the company, blueberry tartlet.
The Blueberry Tartlet is a chilled dessert that is both sweet and nutritional, the perfect
combination for those with sweet teeth yet health-conscious preferences.

II. Rationale / Background

During this time, people are extremely health-conscious, a big factor being the
standards that society has cruelly and unreasonably set, and on top of that, this
consciousness has worsened due to the current crisis of a pandemic the world is facing.
And that’s why the founders decided to innovate a healthy yet delicious snack that
would be beneficial to the health of its consumers and they won’t need to be conscious
about risking their health. Because tarts are already a popular delicacy in the
Philippines, the group decided to introduce innovations that we believe people will try
and like, given that people like to try new things. As such, the blueberry variant was
chosen, along with the twist of creating the crust from walnuts.
To fully know the target market and consumers that the company wants to cater,
the founders decided to make a survey that will be answered by the respondents, and
the results would then be interpreted to help the company know more about their
consumers and the target market that they would cater.
According to the survey, out of 30 respondents, 85% have already tried eating
tarts. And 74% of the respondents answered that they would like to try fruit tarts with
new and other flavorings. And that’s already a good start in pursuing this business
because the company already know that people would try it and enjoy the blueberry tart.
There are already competitors in the industry, and one of the direct competitors
of this business is the Rowena's they are not an easy competitor because they already
established their name and they are known for serving blueberry tarts, but one
advantage of Tartandos is that the size of the Blueberry Tartlet is bigger than Rowena’s
blueberry pie tart and there are differences in the features of both products.
As the tartlet’s selling price will be significantly higher, since most ingredients are
rare in the market, the company made sure that the product is as healthy and delicious
as it gets, keeping our claim of its quality. The group greatly believes in the product’s
success rate, with it not only appealing to the ones with sweeter preferences, but also
those who are health-conscious. It’s new, it’s fresh, it’s healthy, and just one tartlet is
enough to make the consumer feel full and satisfied.

III. Project Description

Tartandos envisions itself as a well-known company providing the finest quality of
tartlets to customers of all ages, and visualizing it to grow to become a competitive and
flourishing competitor in the market. Also, the team envisages to understand the
consequences of poor nutrition and is committed in creating a stronger and healthier
environment.
While, the company with their mission, aims to serve the best-tasting yet
nutritious, chilled dessert at a reasonable price, and to create an environment where
absolute customer satisfaction is our highest priority. The company’s mission is to
cultivate wholesome relationships with customers and let them engage in a customer-
friendly service.
Consumers won’t have to worry with the cleanliness, product quality and service
quality because the core values of Tartandos are solid, those are:
a) Discipline. The business and its members show discipline towards their
work, the workplace, time and service to their customers. Proper manner, orderliness
and regulation in the business is a must.
b) Stability. The business provides a strong and stable partnership with its
members supporting each other especially during the pandemic. Ensuring the high
quality or products and its services with a balance of excellent choice of ingredients and
a motivated mindset.
c) Hospitality. A good business starts with a good relationship towards its
customers.
d) Stewardship. The business makes sure that the products used are eco-
friendly. Ensuring that all the materials and equipment used in the process, as much as
possible, are not contributing to the destruction of nature.
e) Conversation. Making sure that the experiences of both customers and
employees are in top shape.
 With the goals, mission, vision and core-values of the company, here are the
departments that would help the business in achieving its goals.
a) marketing department
b) Production department
c) sales department
d) finance department
Those departments would then contribute each their purpose for the betterment
of the company and to be able to produce high-quality products and would help the
company serve its purpose and mission.
The target market of the company are those who lives around Rizal, like in
Antipolo, Cainta, Taytay and other Rizal municipalities. Ages 13 and above, all gender,
despite their religion and educational attainment, middle class people, students,
teachers, and consumers from different social media platforms. As long as they live
around Rizal area, since the company would be running their business at San Beda
University-Rizal located at Havila Main Road, Barangay San Juan, Taytay, Rizal.
IV. Project Needs and Cost
The main product of Tartandos is, Blueberry Tartlet it is a portable product that
can easily be eaten, and is a healthy snack for any occasion. With it being palm-sized,
one can easily carry it around to eat. The Blueberry Tartlet will be sold in boxes of 5’s,
each tartlet with a reusable aluminum tin pan. Each box has a clear window for
previewing the tartlets, are tied with a royal blue ribbon for closure precautions, and
topped with a small thank you card.
The total start-up cost of the company, attained by adding all of the ingredients
and packaging needed to start-up, with the utility bills and gas bill, totals to Php 7, 235.
The price of one piece of Blueberry tartlet costs totals to Php 47.34 calculated from the
added Packaging cost, Ingredient Cost, Utility Cost, and Material Cost. The product will
be sold in boxes of 5, a box of 5 tartlets with a 5% discount costs Php 224.90 for
production, and with a 20% markup, one box of 5 blueberry tartlets will be sold for the
rounded-up price of Php 260.
Tartandos will use the pricing strategy Bundle Pricing, by selling multiple
products for a lower rate than when purchasing each Blueberry Tartlet individually. The
company would sell it for bundle of 5 with a discount of 5%. Originally the individual
price of tartlet is Php 47.35, but in the bundle of 5, each tartlet will be discounted with
5% with the result of Php 44.98 each tart. Which is a great motivation for consumers to
buy it in a box.
The company would be using different effective methods to advertise the
product, in line with the trend and regulations today. These different methods would be
focused more on using online advertisement such as using different social media
accounts.
V. Conclusion
All in all, the proposed business would satisfy your sweet cravings without you
being conscious if you’re risking your health, because of its high quality with healthy
ingredients plus the product is so affordable and so worth it. Aiming to achieve its vision
and properly executing its mission, with the help of the core values of the company, with
the proper allocation of budget costs and effective advertising techniques, the founders
really took time to think of this proposed business that would benefit them and the future
consumers.