Siena College of Taytay

Integrated Basic Education Department

S.Y. 2018-2019

In Partial Fulfillment of Entrepreneurship – Business Plan

Candle Corner  

Presented by:

Floro, Neil
Isidro, Yozef
Manaloto, Hans
Manalaotao, Hector
Manahan, Myles
Tolentino, Rendhel
Santos, Alexis
Taroc, Jodi
Visaya, O’Briel
Grade 12 - HUMSS 3

Presented to:
Mrs. Nicena G. Monatano

January 2021
Company Name: Candle Corner
Tagline: “Illuminate your day with Candle Corner”
Logo:
 CHAPTER I
INTRODUCTION

The Business Concept

Candle Corner exhibits innumerable reasons to be considered as a favorable purchase in

the market. Scented Candles have been around the corner nearly as long as normal candles
themselves which have been widely known as a necessity hundreds of years ago. Candles served
as light for the people before the discovery of electricity. Candle Corner desires to introduce
delightful new scents for the market despite the adamant interest of several individuals within the
target market towards the product. The entrepreneurs will be utilizing the innovative features of
the modern technology in persuading and reaching customers through showcasing details such as
its design, packaging, and choices of scents and further elucidation on why Candle Corner
products are worth to purchase. This business aims to encourage people to use scented candles
more, thus, candle corner will be enumerating some reasons on why the use of these products
shall be encouraged. According to individuals who use scented candles, their stress relieves
faster than usual when these candles are lit, their moods appear to be calm and at ease, and some
even say it boosts their energy. Scented Candles is also a product used by most people on an
everyday basis and sometimes even acknowledged as part of their everyday essentials. Unlike
other products, scented candles do not have a theme for any type of season, therefore, it would be
a great idea for gift giving during special occasions. In addition, scented candles could also be
used as natural medicines, like organic or essential oils. In spite of not having any direct contact
to the skin, scented candles can give rise to a physical or emotional response from a person. To
sum up, Candle Corner does not only insinuate to be a product worth to purchase because of the
out of the ordinary packaging but also because of the goal message the entrepreneurs are trying
to disperse with each scent the business’ offers.

The Business Model 

The pandemic that was caused by the COVID-19 became the reason why different
businesses closed and for many people to lose jobs during the lockdown. The entrepreneurs or
the business group “Candle Corner” will make the business fully online for it to be safer for both
the entrepreneurs and the customers to avoid physical contact and to avoid spreading and
catching the virus. The business will be fully online using social media platforms and accounts
like Facebook and Instagram for different people and customers to easily see it and order from it.

The business group “Candle Corner” have a total number of nine (9) members and each
one of them will contribute with the amount of five hundred pesos (Php 500) and will be
summed up for a total capital of Php 4,500. The capital will be used for the expenses for raw
materials, equipment to be used, and the delivery of the products to the customer. Each product
will have an estimated price of Php 149 – Php 350. The price of the product can vary based on its
size, style, and scent.

The entrepreneurs have a goal to secure and make a profit so therefore they will be
cautious, honest, and will try their best while handling the business. The transactions, sales,
expenses, and profit for each item will be recorded and written for transparency inside the
business group. The business will be promoted and advertised through social media accounts and
platforms by posting slogans, posters, video, and product examples. The business group will find
suppliers that can provide them with a low cost but high-quality supplies.

The business group will ask the customers for feedback for further improvement after
transactions and when the customers have tested and used the product. The feedback will be used
to further improve the services, transactions, and especially the product.

The Business Goals: Mission and Vision

Mission

Candle Corner commit to be your go to handcrafted candle making company, showing

excellence in the field and satisfying customer service in all areas.

The company aims to create the best and high -quality scented candles that will illuminate the
customers with different captivating aroma.

Vision
By 2025, Candle Corner aims to be a well- known brand that is highly respected in the field of
scented candles with the perfect product and service in the entire country
Group Grade Chap 2: 34/40
CHAPTER II

EXECUTIVE SUMMARY

The name of the business is “Candle Corner”, it is a startup company located in Rizal.
Candle corner is an artisan candle business that aims to catch the interest of the customers by
delivering candles with enticing aroma and aesthetic appearance. The business proponents can
guarantee to offer long lasting scents, affordable, and well-crafted candles by using affordable
but high-quality materials, as well as mastering the technique of candle making to ensure the
durability of the product. Soy wax will be used in creating the candle base of the product because
it is proven to be a healthy alternative in creating candles. It is natural, renewable, biodegradable
and it burns cleanly and slowly but more importantly it is not causing harm to the environment.

As for the scents, it will be classed into five categories which are nostalgic, relaxing,
romantic, fresh and creative. These categories are made in order to help the customers to decide
which vibe or experience they wish to purchase. Once the business has received positive reviews
and a great profit, it will be the time for the business proponents to add and create a more diverse
scent that will satisfy more customers. The proponents also plan to improve their service and
products according to the reviews of the customer.

Nonetheless, the business will have a total of Php 4,500 as a capital, including all the
materials and equipment that are needed for the successful execution of the business. Rest
assured that the funds will be directly used for the materials of the product as well as in the
marketing strategy that will be conducted. In addition, Candle Corner plans to attract the possible
consumers attention through social media as it is the most useful tool to promote the product as
of the moment, considering also the situation of the country with the pandemic. In terms of the
delivery system, the owners plan to create a partnership with couriers such as J and T and
Lalamove to deliver the product safely to the customers.

Aside from the characteristics of the product and the business, behind it are the admirable
owners who are committed in producing and delivering quality products to the customers. with
willingness to serve in their best ability to ensure that innovation and creativity will be present
not only in the product but in the whole business as well. Candle Corner commits to their motto
to illuminate the day of every customer with its diverse scents and ensure that each product will
always be around the corner.

Therefore, the owners pledge to be business-oriented, risk takers and open minded for the
future challenges that will come. In addition, the owners commit to continue to produce creative
ideas and plans ahead of time. Through this, the brand can bring about its individuality from the
competition and will ensure to deliver good products and reach success.
 CHAPTER III

Business Proponent

This table shows the Names of every member in the group and also their roles and skills in the
team. Each and every one of the members has their own roles that would be suitable in making
the business work and to successfully sell its product to the market.

MEMBERS ROLE/POSITION JOB DESCRIPTION EXPERTISE

Alexis Santos Chief Executive The one In charge and Deals with the major
officer the one who manages business decision making
the team. The one who and those that lead the
oversees the daily company’s overall
operation and must be operations and resources
familiar with all areas and being the public face of
of the business the business.
especially in
decision-making. Carrying out integrated
plans for marketing and and
strategies for the growth of
the business.

Jodi Taroc Chief Production She would be in charge Can handle the production
officer of making the strategy management of the
and execution of all company with excellent
product-related interpersonal and conflict
activities. Establishes resolution skills.
the product vision,
innovation,
development and design
in building the product.
Hans Manaloto Chief The one in the whole Has the experience in
Marketing/Sales set up of the business’ catching the attention of the
manager image to the public market or the public
such as the design. through unique marketing
strategies and campaigns
Also in charge in that will help the business
managing marketing to go beyond the present
strategies that will be competition.
effective in promoting
the business and the
product.

Hector Chief Finance The executive Handles the economy of the

Manalaotao officer responsible for company while thinking
managing the financial business plans on how to
actions of the company. increase finance.
His duties include the
tracking of cash flow skilled in critical and
and financial planning arithmetic skills.
as well as analyzing the
company’s financial
strengths and
weaknesses

Neil Francis Floro Production Team In charge of checking Handles the overall
member/ Supplies and sampling the distribution of the products
Checker supplies that are in in the company, checks the
stock. The one who will supplies to avoid lacking
also manage the products. Managing the
materials, supplies, and inventory of the business
the record keeping of
the equipment for the Has interpersonal and
purpose of keeping communication skills to be
relevant records. able to properly
communicate with the other
member of the organization
Myles Manahan Production Team In charge of taking Has the qualities of being
member/ Runner tasks given by his initiative and calm in a
supervisors in order to situation of emergency.
keep on track with the
supply and demand of
the customers. He is
one of the vital
members of a company

O’briel Visaya Advertising Staff Tasked to do jobs such have the ability to handle
as account planning, the advertisement of the
research, production, company with expertise
sales, media, or creative within the use of social
departments to media and other marketing
advertise the products strategies.
that are being sold.

Yozef Isidro Customer Service In charge of providing have strong interpersonal

representative product and service skills and can effectively
information and accommodate the
resolving product and customers’ needs and
service problems in the inquiries regarding the
company. Attracts product
potential customers by
answering product and
service questions and
suggesting information
about other products
and services.

Rendhel Tolentino Auditor Responsible for Have the ability to keep in

conducting and keeping track of the different
records of the financial transactions made inside the
transactions in the business. Have a sense of
business to ensure that integrity and responsibility.
there is accountability
and integrity in the
 spendings and earnings
of the business.

These are the members and their roles in order for us to achieve our goal of selling our
products and making a profit. Each and every member is evaluated through their skills and
capabilities in order to determine their suitable position in our company.

ORGANIZATIONAL STRUCTURE

The structure above presents the roles of each member of the company and their related
responsibilities. This helps to have an organized and smooth flow of operation as well as for the
betterment of the organization. Each individual will coordinate with each other to achieve the
goals of their organization.
 CHAPTER IV

TARGET CUSTOMERS AND THE MAIN VALUE PROPOSITION

The business conducted an online survey in order to assess and evaluate the possible customers
preferences and interest regarding our product. There were a total of twenty-five (25)
respondents who answered the questionnaire.

Survey Results

1. Customers’ demographics
1.1. Age

Figure 1.1 Age of the respondents

The chart represents the age range of the respondents. The youngest being fifteen (15) years old
and the oldest being forty-five (45) years old but majority of the respondents who answered the
survey are eighteen (18) years old. Therefore, almost all the people who have answered the
survey and are interested in scented candles are teenagers.
 1.2 Gender

Figure 1.2 Gender of the respondents

The chart represents the gender of the respondents. Out of the twenty five respondents, 84% (21)
are females and 16% (4) are males. Therefore, with this data the business can assume that
females are more fascinated in buying scented candles.

1.3 Income

Figure 1.3 Family Monthly Income of the respondents

The data represents the monthly family income of the respondents with less than Php 20,000 as
the lowest and More than Php 100,000 as the highest. Out of the twenty five (25) respondents,
12% have a monthly income of less than Php 20,000. 28% have a monthly income in the range
of Php 20,000 to Php 49,999. Majority of the respondents (48%) have a monthly income in the
range of Php 50,000 to Php 79, 000. 4% of the respondents have a monthly income of Php
80,000 to Php 99,999 and lastly, 8% of the respondents have a monthly income of more than Php
100,000
Therefore, through this data the business proponents can assume that almost all of the
respondents can afford the products of Candle Corner.

2. Frequency

Figure 2. Frequency of purchase of the respondents

Figure 2 exhibits the amount of percentage of the purchase consistency of candles of the possible
customers. According to the gathered data, it is shown in the pie graph above that about
eighty-six percent (86 %) of the respondents sometimes purchase candles while twelve percent
(12%) responded to always. The amount of people who purchase candles may depend on many
factors; factors that are considered by the entrepreneurs. Overall, no one has responded that they
never purchase candles and that majority of people are still into buying these types of products.
 3. Respondents who are using candles at home

Figure 3. Number of Respondents who are using candles at home

Figure 3 shows if the respondents use candles at their home. Fifty-six percent (56%) of
the respondents said that they use candles sometimes or for certain reasons while forty-four
(44%) of the respondents answered yes which tells that they use candles all of the time. None of
the respondents answered that they never use candles in their home. This result can tell us that all
of the respondents will use candles at their home, 56% of them all of the time while 44% for
reasons or occasions.

The data that was given will help the business group to know how many people want or
are willing to buy their products. This will help so that they can know how many products they
can prepare. Furthermore, this will help determine the way the products need to be manufactured
that will be a great addition at home.

4. Time
 Figure 4. time that the respondents use Scented Candles

Figure 4 shows the reasons on why the respondents use scented candles. Four percent
(4%) of the respondents said that they use scented candles for romantic pleasure and purposes.
Eight percent (8%) of the respondents answered that they use scented candles when there is a
brownout or electrical problems in their home. Thirty-six percent (36%) of the respondents
answered that they use scented candles for special occasions. Then the highest percentage of the
answer which is fifty-two percent (52%) of the respondents answered that they use and set up
scented candles in their home to set up a relaxing mood.

The date given will be of help on how to market and advertise the given product which is
scented candles. The respondents mostly use it to set up a relaxing mood so the business group
can market and advertise it to the targeted market audience as a product that can be set up to
different moods that they want.

5. Size

Figure 5. Preferred size of the respondents

Figure 5 has shown the desired size of scented candles of the respondents. According to
the gathered information, it is shown that the majority of the respondents, sixty-four percent
(64%) individuals favor the medium sized scented candles. Meanwhile, twenty percent (20%) of
the respondents have chosen that small size while the sixteen percent (16%) of the left
respondent opted for the large sized scented candles. In light of these results, the entrepreneurs
would be able to determine which size of their offered products should be prioritized in the
making process. To sum up, the majority of the possible customers favor the medium sized
scented candles over the two options included in the forms.
 6. Color/Tone

Figure 6. Color/Tone preference of the respondents

Figure 6 represents the top choice of respondents for their color/tone when it comes to
scented candles. So based in the data gathered from the 25 respondents, the most favored color or
tone for their scented candles is Plain White wax that has (44%) votes from the 11 respondents,
the next top choice of color/tone for the scented candles is the Dark Colored wax with a total of
(28%) votes from 7 respondents, The 3rd one is Colored wax with glitters with a total of (20%)
votes from 5 respondents, and the last one is Neon colored wax that has (8%) votes from 2
respondents.

The data gathered is relevant to the business as it will help the business proponents
analyze which color or tone will attract more customers and help sell more products. By using
the data gathered, the business may consider using plain white wax which was chosen by the
majority of the respondents.
 7. Candle fragrances

Figure 7. Preferred candle fragrances of the respondents

Fig 7 shows the most preferred candle fragrances. 25 people are tasked to check whatever scent
they would like in the list. According to the data gathered through survey, the most preferred
scent is Vanilla Blossom garnering (72%) or 18 people of the votes, following this is Lavender
with a total of (64%) or 16 people, Fresh Coffee with (48%) or 12 people, Fresh Lemon with
(40%) or 10 people. The 2 least favored scents are Sea Breeze with (36%) or 9 people and
Cinnamon with (4%) or 1 person.

The results of this may help the business proponents to determine the preferred fragrance of the
possible customers. Furthermore, Vanilla blossom being the most preferred scent will now be
one of the list of scents to be used for the product.
 8. Marketing

Figure 8. Preferred Marketing strategy of the respondents

Figure 8 shows the factors that persuade the respondents into buying more scented
candles. According to the data gathered, twelve percent (12%) of the respondents found free gift
with purchase persuasive. Twenty-eight percent (28%) chose Buy One Get One Promos.
Another twenty-eight percent (28%) of the respondents were persuaded by the unique scent/
fragrance of the products. The aesthetic appearance of the product was found as the persuasive
factor by thirty-two percent (32%), a majority of the respondents.

The data gathered is relevant to the business as it will be able to help the entrepreneurs
analyze which factor will help sell more products. By using the data gathered, the business may
employ marketing strategies that involve endorsing the aesthetic appearance of the candles,
which was chosen by a majority of the respondents as the persuasive factor.
 9. Price

Figure 9. Spending of respondents in Scented Candles

Figure 9 shows the range of how much the respondents spend on scented candles. Four percent
(4%) of the respondents spend Php 400 and above on scented candles. Forty-four percent (44%)
of the respondents spend Php 299- Php 399 on said products. The majority of the respondents,
fifty-two percent (52%), said that they usually spend Php 149- Php249.

By knowing the usual price range at which the customers spend at, the business will be able to
adjust their prices in order to have the most possible amount of products sold. By knowing this,
the business will also be able to adjust their cost of obtaining the products in accordance to how
much profit they will have.
10. Online shopping

Figure 10. Interest in Online shopping of scented candles by the respondents

The figure above shows the number of respondents that are interested in buying
scented candles online. Out of the twenty five (25) respondents, 64% (16 people) said
yes; they are interested in buying scented candles online while 32% (8 people) said
maybe; they may consider buying scented candles online and lastly 4% ( 1 person) said
no; he/she is not interested in buying scented candles online.

The data gathered from this question can help the business evaluate the
willingness of the possible customers in purchasing our products through online selling.

11. Usage

Figure 11. Use of Scented Candles at home for the respondents

 Figure 11 shows how the respondents usually or plan to use their scented candles in their
home area. Thirty-six percent (36%) of the respondents answered that they will use scented
candles for better fragrance, and another thirty six percent (36%) is to lift up their moods.
Twenty-four percent (24%) of the respondents answered that they will use scented candles to
give a nice ambiance. And four percent (4%) answered others specifying that they will use
scented candles to smash.

The data gathered is relevant to the business as it will help the entrepreneurs to have an
idea on how they can market or advertise their product to the market.

12. Interest

Figure 12. Appealing/Interesting factors

Figure 11 shows that the customers find scented candles as something that gives off a
refreshing scent and/or aroma. 25 people are asked to answer in what way they found scented
candles appealing or interesting. As stated in the data gathered through the survey, (64%) 16
people find scented candles as something that gives off a refreshing scent/aroma, while (24%) 6
people find that scented candles lighten ups the mood or vibe wherever it is placed, (8%) 2
people find scented candles as an aesthetic for their places and lastly, 1 (4%) answered that they
don’t find it interesting.The data gathered is relevant to the business since it could help create a
strategy or plan to improve and properly market our products to our customers.
Target Market

The target market are the millennials and teenagers. Their ages will range from 17 years old to
30 years old. At this age, people are most commonly to experience strong emotions and stress
leading to their need of having something to help them relax their body and mind as well as feel
at peace. That is why, scented candles are perfect for the said age range. Scented candles have
the ability to allow it's consumers to feel relaxed and even feelings such as intimate, nostalgic
and more. The group members are also part of the said age group, thus, allowing them to
understand what their target customer will prefer. The business members will use innovativeness
and creativity in order to create a scented candle that will be recognized in the market for being
unique yet in line with the preference of the said target customer in order to catch their attention.
The business will be categorizing the scent of the candles to lessen the difficulty of the customers
in selecting the appropriate candle based on the occasion and the vibe that they are visualizing.
As for the design, It will be minimalist yet elegant to be pleasing for the eyes and make it perfect
for any occasion; from romantic to a perfect intimate vibe. Based on the data gathered, they are
interested in buying scented candles online and are willing to spend 149 to 249 pesos and scented
candles giving off a refreshing aroma is what makes them interested in it. With this the business
is planning to make scented candles that will be perfect for any occasion and lighten up the mood
of the customers. The main goal of this business is to be able to provide the best scent for every
moment for every customer, no matter the age and their stand in life that is why the business is
aiming to make the product as affordable as possible but will still ensure the quality and the
longevity of the aroma.

MAIN VALUE PROPOSITION

Candle Corner aims to provide the best quality and usage to everyone. The group also prioritizes
the needs and wants of the customers over anything. “Illuminate Your Day with Candle Corner”
is the group’s tagline for they aim to give you the best and to satisfy more of the consumer’s
needs. The main mission of the group is to provide the best scent for every moment for every
customer. The group will also focus on making the best and most presentable looking scented
candle together with the richness of the scent it produces. Though this may be a lot, the
entrepreneurs are guaranteeing the customers that this will still be affordable so that everyone
can enjoy the goodness that Candle Corner provides.
 CHAPTER V
The Market, Market Justification based on the Industry Dynamics and the Macro
Environmental Factors affecting the opportunities and threats in the market, the
size, potential and realistic share of the Market

This chapter will examine all the opportunities present to determine what influence
the market. Included here are the factors that affect and may affect the growth of the
market.

Figure 13. Price of scented candles

The chart shows the range of how much the respondents spend on scented candles. Four percent
(4%) of the respondents spend Php 400 and above on scented candles. Forty-four percent (44%)
of the respondents spend Php 299- Php 399 on said products. The majority of the respondents,
fifty-two percent (52%), said that they usually spend Php 149- Php249.

The target market of the business are teenagers and millennials with ages ranging from 17 to 30
years old regardless of their gender that is why to ensure the success of the business, they have to
get to know how much their customers are willing to pay or have been spending on scented
candles from other stores. In order to keep up with the competitions or even get ahead of them.
The business will ensure to deliver high quality products yet still affordable and available for
everyone. To achieve this, the entrepreneurs will be searching for a supplier that offers
budget-friendly raw materials to be used for the scented candles but still quality. The data shows
that the people have been spending 149 to 249 pesos for a scented candle that is why the business
is commiting in delivering the same price and if possible lower than what they originally spent.
Furthermore, Candle Corner also commits to delivering convenient shopping for everyone.

By knowing the usual price range at which the customers spend at, the business will be able to
adjust their prices in order to have the most possible amount of products sold. By knowing this,
the business will also be able to adjust their cost of obtaining the products in accordance to how
much profit they will have.

Figure 14. Preferred Marketing strategy

The chart represents the factors that persuade the respondents into buying more scented
candles. According to the data gathered, twelve percent (12%) of the respondents found free gifts
with purchase persuasive. Twenty-eight percent (28%) chose Buy One Get One Promos.
Another twenty-eight percent (28%) of the respondents were persuaded by the unique scent/
fragrance of the products. The aesthetic appearance of the product was found as the persuasive
factor by thirty-two percent (32%), a majority of the respondents.

The entrepreneurs need to identify the possible threats and opportunities of their business,
with the number of existing scented candle shops there might be a difficulty for the business to
rise and be known in the market,thus, the entrepreneurs came up in asking the respondents a
question that will help them in getting their attention not only with their quality product but as
well as with a positive and strong marketing strategy. The entrepreneurs will be brainstorming an
effective marketing strategy to put and keep the brand in the spotlight off the scented candle
industry and offer the customers only the best quality of candles. Candle Corner aims to build a
positive relationship with the customers through their marketing strategy that will encourage the
customers to enjoy our product and recommend our brand to other people.
 CHAPTER VI

PRODUCT SERVICE OFFERING