Chapter 1

Description of the Project

Introduction

We believe that there is a large market of families that wants a simple and affordable ice
cream at fairs, festivals and special events. Creamscape fried ice cream offers a one of a kind rolled
ice cream, flavored juice, sodas, coffee and desserts at high traffic parks and special events in the
City. The fried ice cream has been growing steadily year over year. This is an industry with a
history of consistent growth that is projected to continue in the future. Creamscape fried ice
cream’s target market are low-middle to upper class individuals who would primarily be urban
families. At Creamscape fried ice cream we differentiate ourselves from the competition through
our use of technology, our simple approach to ice cream and our service. Our ice cream novelties
will be sold at an average price of P49 and above. Creamscape fried ice cream will be located in
and serve Bacolod City. To reach our target market, we will heavily use Social Media and the web.
We will develop pages on twitter, facebook, and instagram as well as our own Webpage.

Company’s Historical Background

Figure 1.0 Business Logo

 My team came up to this idea of business because we’ve noticed that there is no ice cream
truck yet here in the city, so we decided to make a Fried Ice Cream Truck business where in we
can travel to different highly concentrated areas of Bacolod City to sell our products. We came up
with Creamscape as our business name. We combined the words cream from ice cream and scape
from escape. As cream represents our main products which is fried ice cream. On the other hand,
escape means or represents the feeling of having an escape from reality when tasting our products.
Escape also relates to our concept which is fried ice cream on wheels where it goes to different
places and the thought of escape comes in. Our business name is reflected on our logo written in
black color over a plain pink background color accompanied with a fried ice cream image design
on the top right corner. We added a Spanish translation of the word fried ice cream which is called
Helado Frito as an additional uniqueness to our logo. This word is located on the bottom center
portion of our business name.

Location of the Business

Figure 2.0 Location of the Business

Sweets on Wheels will be located at Bacolod City and its main office is at Lacson St.,
Mandalagan Bacolod City beside the Foutain Grove, further ice cream truck will be displayed in
high traffic parks and during special events held in the city.
Legal Structure and Form of Ownership

Creamscape is legally structured as a sole proprietorship owned by Ira Mae V. Ynayan.

Ms. Ynayan will be the manager and she will be responsible for the whole operation of the business
especially on dividing the tasks to the cashier, cook, and driver. Moreover, The Operations Team
are Ms. Gentulio and Aguado, the cashier. Ms. Balida and Ferrer, the cook. Mr. Sixto, Takigawa
and Baliguas, the truck driver. Mr. Mueller, the accountant.

Mission and Vision Statements

Mission. Creamscape fried ice cream is dedicated to providing finest quality ice cream in
a wide variety of flavors and excellent service. Customer relationships, value and integrity are the
cornerstones of Creamscape fried ice cream long standing reputation. We challenge ourselves to
stay on the cutting edge of the industry and use our knowledge, experience and commitment to
excellence to the best of our ability.

Vision. To become the leading brand in the ice cream truck industry in the whole of the
province, and also to be amongst the top 5 ice cream truck brand in the Philippines.

Goals and Objectives of the Business

• To become the social hub of the community it serves. What ensures that our shop will be
that shop lies in the quality of the product we serve, the value that we offer and the
friendliness and welcoming staff that greets every customer as a friend and ensures that
they want to return again and again.
• To build an ice cream truck business that will meet the needs of all our customers in the
cities/ regions where we have our truck will pass through and to sell franchise all across
the Philippines.
• To deliver a quality product in a consistent, courteous and timely manner in order to have
the customer return again for another satisfying, flavorsome treat, while at the same time
earning a reasonable return on the initial investment.
Product/Service Description

At Sweets on Wheels, we deal in all forms and flavors of fried ice cream, we are an
establishment that primary prepare, delivers, serve/sell ice cream via our customized truck. The
business will sell different tastes of fried ice cream to their target markets.

Our intention of starting Sweets on Wheels is to make profits from the ice cream truck
industry and we will do all that is permitted by the law in the Philippines to achieve our aim and
ambition. Here are some of our products and services;

• Different varieties and flavors

• Desserts
• Drinks
• Delivery Service
• Catering Service
 Chapter 2

Market Analysis

Demand Analysis

Demand analysis is a research done to estimate or find out the customer demand for a
product or service in a particular market. It is one of the important consideration for a variety of
business decisions like determining sales forecasting, pricing products/services, marketing and
advertisement spending, manufacturing decisions, and expansion planning (Mbaskool, 2019).

A business manager must have a background knowledge of demand because all other
business decisions are largely based on it. Demand analysis is the study of how buyers and sellers
interact to determine transaction prices and quantities. As we will see, prices simultaneously reflect
both the value to the buyer of the next unit and the cost to the seller of that unit. In private enterprise
market economies, which are the chief concern of investment analysts, demand and supply analysis
encompasses the most basic set of microeconomic tools (Eastin R.V et al., 2017).

Significant growth in the dairy industry, rising demand for convenience foods, and the
increasing product premiumisation are also contributing to the increased demand for ice creams in
the coming years. Apart from this, the availability of various flavoured ice creams in modern retail
formats such as departmental stores, hypermarkets, supermarkets, and convenience stores is also
driving the market growth (EMR, 2020). The global ice cream market stood at a value of USD
62.3 billion in 2020. The market is further anticipated to grow in the forecast period of 2021-2026
at a CAGR of 7.5% to reach USD 96.1 billion by 2026. The ice cream industry had suffered during
COVID-19 due to supply chain disruptions that impacted the ice cream sales and also a lot of
people were avoiding ice cream as they feel it can contract cold and get infected by the coronavirus.

Further, due to the rising health concerns with regards to ice cream consumption,
consumers are now preferring ice cream products that are GMO-free, hormone-free, additive- and
preservative-free, dairy-free, low in calories, and organic and fat-free in nature.

There's a rise in demand for premium ice creams, which will be one of the primary factors
driving the market growth. Premium ice creams have become a popular product among health-
conscious consumers due to the presence of high-quality ingredients and a lower amount of
aeration compared to regular ice creams.

Supply Analysis

Supply Analysis is a research and analysis done to understand the supply trends and
responses to changing market and production variables. Supply Analysis takes into account the
production costs, raw material costs, technology, and labour wages (Mbaskool, 2020). The table
below helps your performance versus your competitors. It is represented as a percentage of the
market, and is useful for gaining a general sense of a firm’s size in comparison to its competitors.

The possible competition of our business are:

Miguelito’s Ice Cream 14%

Swirls Ice Cream 13%
Dairy Queen 12%
Fruits in Ice Cream 8%
The Crookie Artisanal Ice Cream 8%
Nestle 15%
Others 10%
TOTAL 80% out of 100%
Table 1.0 Supply Analysis

Gap Analysis

The Gap Analysis contains the total population of Bacolod City. The details presented
below will be used to classify the key competitors and prospective customers of the business. By
conducting a gap analysis, we’ll be able to better focus your resources and energy on those
identified areas in order to improve them.

Miguelito’s Ice Cream 628, 444 × 14% = 87, 982

Swirls Ice Cream 628, 444 × 13% = 81, 697
Dairy Queen 628, 444 × 12% = 75, 413
Fruits in Ice Cream 628, 444 × 8% = 50, 275
The Crookie Artisanal Ice Cream 628, 444 × 8% = 50, 275
 Nestle 628, 444 × 15% = 94, 266
TOTAL 439, 908
Table 2.0 Gap Analysis

Target Market

A target market is group of customers with similar needs that forms the focus of a
company`s marketing efforts. According to Kenton (2021), Target markets are used to gain a better
understanding of a company's current and potential consumer base. Once a target market is
identified, it can affect a product's price, promotion, and distribution. For instance, target groups
may be useful when a company is looking to expand its operations to an international audience.
Meanwhile, a company may choose to tweak a product, such as through its packaging, to attract a
health-conscious subgroup. The target market of Creamscape Fried Ice Cream are families with
children, students and walk-in customers in high traffic parks, events and concentrated areas with
in Bacolod City.

Customer Profile

Customer profiles are referred to as buyer personas or user profiles. This would serve as
guide for the researchers on the basic information of the target customers` demographics, interests,
preferences and behaviors.

Figure 3.0 Customer Profile

Geographic Area

Creamscape will serve in high traffic parks, events and concentrated areas with in Bacolod.
Among the locations are at New Government Center of Bacolod, Panaad Park Stadium, along
University of St. Lassale, The Lagoon Park and in front of La Consolacion College near the San
Sebastian Cathedral. These locations will be visited via our fried ice-cream truck in a scheduled
manner and updated on social media.

Figure 4.0 Geographic Area

Market Demographics

Market Demographics involves dividing the market into groups that is identifiable in terms
of physical and factual data. It helps on categorizing the markets of our business based on
demographic variables such as age, gender, and level of education. Creamscape fried ice cream
utilizes this method to classify and develop a defined target market.

Age: The main target of the researchers are those whose ages range from 5 years old and above.
Gender: The main target of the proponents are of all genders.

Level of Education: The main target of the researchers are from, primary, secondary, and college
level of education.

Income: Low-middle to upper income class families whose ranging between PHP 20,962 to
125,722.

Competition

Competition is the contest or rivalry among the companies selling similar products or
targeting the same target audience to get more sales, increase revenue, and gain more market share
as compared to others. Since Creamscape fried ice cream belongs in the ice cream industry, there
are a few stationary competitors located within Bacolod city. The researchers’ main competitors
are;

• Miguelito’s Ice Cream

• Swirls Ice Cream
• Dairy Queen
• Fruits in Ice Cream
• The Crookie Artisanal Ice Cream
• Nestle

Business Environment

Strengths

• Location Flexibility
 As we know that it’s a fried ice cream truck, a moving vehicle with the flexibility to park
anywhere if it’s allowed. It will be far more comfortable for us to take part in different events and
festivals so we can introduce our product to our potential customers. We can also strategically
change our location on a daily or weekly basis depending on the rise and falls of footfall in some
areas.

• Saves Renting Cost

Creamscape saves you from the trouble of high renting costs. All we need is licenses and
permits to allow the business to operate in desired location instead of renting that costs thousand
bill monthly.

• Cheap Prices

Creamscape product is cheap to produce that allowing us to sell our product for a low price.
We offer them a quality service at a low price that can easily attract a great market share.

• Product or Service Uniqueness

Creamscape is a product that is highly differentiated from rival food trucks. As a result,
there are no direct competitors serving this dessert. It is a business that offers a high level of
personal customer service as we travel to you THE CUSTOMERS.

Weaknesses

• Less Experience

Because we are new in the food truck business, it means that we have less experience how
to handle day to day issues. As Creamscape is a moving food business, we would face all kinds of
people ranging from rich to poor and humble to rude people. By handling them and keep generating
profit is an art that would take you some time to learn.

• Bad Weather

Since it’s an ice cream truck business, Creamscape relies on good weather. Our dessert
truck will have less demand during the winter season as customers will less likely want a cold
dessert.
 • Limited Capital

Starting a food truck business is cheaper but we need a reasonable capital to buy a truck
and other legal fees to fulfill basic permit requirements.

Opportunities

• COVID-19

The lockdown because of Coronavirus (COVID-19) presents a new opportunity for the us
food truckers. Since people are stuck at home, and all the hotels and restaurants are closed.
Creamscape can provide tasty fried ice cream to people in their area.

• Mobile App & Website

Since we’re living in the era of technology, having a website of our business and offering
a mobile application to our customers would be a plus. If the taste of your food is good, then people
would leave good reviews, and they would attract more new customers.

• New Product and Taste

It all comes down to the quality of food and its taste. If you have the ability and talent to
experiment with new ideas by adding new flavors and tastes to your food. If customers like it, then
you win the market share as long as you keep on providing quality service.

• Build Brand Awareness

Since Creamscape is the first brand to sell fried ice cream out of a food truck, we will be
able to build our brand around the exclusive product.

Threats

• Limited Stocks

Creamscape can only carry a limited amount of stock. We need to make sure that we have
enough for busy periods.

• Easy to duplicate
 Since there are no copyrights involved. A competitor can come into the market, steal your
recipe, and offer the same product and taste but under a different brand name. This competitor
would steal your market share, and you won’t be able to do anything.

• Hygiene Conscious People

Some people are very hygiene conscious and you have to be very careful about the
cleanliness of food and your truck. If they see anything unhygienic, then they would spoil the
minds of others and you lose your business as a result. The cleaner you are in terms of food,
clothes, and your truck, the more customers you would attract.

• Legal Requirements
A change in regulation/licensing requirements to further restrict the food truck industry.
Moving around the city in the food truck offering food to everyone without acquiring a permit
could result in a serious lawsuit from the government. Therefore, it’s necessary to have a license
before moving around.

Market Strategy

Product

Creamscape Fried Ice Cream truck offers different kinds of flavors from 2 categories
(regular and premium) and a variety of toppings that a customer can select as their choice of
combination. The business will be the first to operate on wheels and serve products that highlights
fried ice cream.

Place

Creamscape fried ice cream truck will be visible at New Government Center of Bacolod,
Panaad Park Stadium, along University of St. Lassale, The Lagoon Park and in front of La
Consolacion College near the San Sebastian Cathedral in a scheduled manner to best serve the
business` target customers.
Price

Creamscpae fried icescream will use the Value-based pricing strategy. The business offers
products that is affordable and delectable flavors and topping combinations that will be favorable
for the customers perception.

Promotion

Creamscape fried ice cream will utilize social media platforms as a main advertisement
grounds. With this digital technology marketers can customize advertisements and coupons
according to individual consumers tastes, geographic location and time of day, thanks to the
ubiquity of these mobile devices (Camilleri, 2018). Through modern technology and the internet
we can use this as to our advantage in reaching people with our enticing product photographs and
attract new customers.
 Chapter 3

Management Aspect

Organizational Structure

Figure 5.0 Business’ Organizational Chart

The Organizational Chart shown above represents and determines how the roles and
responsibilities are assigned, controlled, and coordinated, and how information flows between the
different levels of management.

The Management Team

The legal form of ownership of this business is a sole proprietorship which is owned,
managed and controlled by a single owner itself. Compared to partnership corporation, sole
proprietorship does not create a separate legal entity from the owner. In other words, the identity
of the owner occurs at the same time with business entity. Because in fact, the owner was fully
liable for any and all the liabilities borne by the business. The owner provides the list for his
employees’ duties and responsibilities, and ensure the tasks on the list are completed when due. If
tasks are not completed and functions of the job are not performed properly, then the owner will
be responsible for dealing with the repercussions.

Manager (Ira Mae Ynayan)

- Responsible for monitoring overall management operations for the firm to achieve profit
objectives. The manager ensures a safe, secure, and legal work environment. Evaluates
the success of the organization.

Operations Team

Truck Driver (Eugene Sixto, Ken Takigawa, Debe Baliguas)

- A person who drives and operates the vehicle. Responsible for pre-inspecting the truck
and record issues, refuel and clean the vehicle and follow traffic rules.

Cook ((Monica Balida, Relska Ferrer)

- The person who will operate kitchen hardwares, prepare and complete orders of
customers. Responsible for kitchen inventory, cleaning work area and storage.

Cashier ((Joanna Gentulio, Christinejean Aguado)

- Will be the one to process orders and collect payments from customers. Records amounts
received and prepares reports of transactions. Trained with high level of energy with
strong customer service skills.

Accountant (Kevin Mueller)

- Assists in recording, preparing and presenting financial reports. Responsible for keeping
track of bills and taxes.