CHEWBICHO

BUSINESS CONCEPT STATEMENT

A Business Concept Statement

Presented to

Faculty of Integrated Basic Education Department

San Beda University-Manila

In Partial Fulfillment of the

Requirements for

Entrepreneurship 

ABOGADO, Manuel M.
BERNARDO, Raya M.
CABERTE, Amber M.
CORPUS, Mallorie O.
DAQUIZ, Gian S.
REYES, Dence V.
SAITO, Sakura L.

October 28, 2021

I. About the Product or Service 

A. Business Name 
The company is officially named as ChewBicho. This shall also serve as
the name of our main product. The following statements below explain the details
and rationale behind formulating the said name: 

1. This name was inspired by a worldly popular Star Wars character named
Chewbacca. The target demographic of the Star Wars franchise, were
ideally children, but have expanded towards the general audience! This is
strategic for parents who are inclined to pay attention to the said product,
whilst still considering their child. 
2. The word ‘Bicho’ replaces the word ‘Bacca’ as it represents the Filipino
term for ‘donut’.  This adds a Filipino flare to the product by personalizing
it and downplaying the Western connotation related to Star Wars.
3. The word ‘Chew’ also creates an image of eating to our consumers,
inciting an action of eating the said donut within their minds.

B. Business Logo

Figure 1. ChewBicho logo

 Presented is the official logo of ChewBicho. The following statements
below explain the details and rationale behind formulating the said logo:  
1. The center of the logo represents Chewbacca, a character from Star Wars,
drawn in a simple yet  “cute” form making it appealing to our target
demographic. 
2. Above Chewbacca’s head, is a donut forming the small letter “e”. This is a
way to effectively advertise the group’s product since not all might be
familiar with the Filipino translation of donut, which is the word “Bicho”.
3. According to Question #22 In the group’s Market Survey, the intended
consumers associate the colors Brown, with 52 responses, and Pink, with
32 respondents, as the colors they associate with a pleasant baked good.
The group utilized this in creating the said logo. 
4. Lastly, the background depicts an intergalactic scene to truly stay true to
the Star Wars brand and make the donut much more attractive to children.

Although we understand that we have to highlight the health value in our

product, children, specifically in the younger ages might be hesitant to eat it when
immediately marketed as a vegetable-infused product; and, albeit the contrary is
validated by our survey when it comes to the importance of vegetables, our
respondents also proved that they value visually appealing shapes and colors,
which is commonly not associated with vegetables. 

C. Product Changes
The new product version was based on the initial product the group had in
mind. To concretely illustrate the changes made, on  the basis of the conducted
Market Survey, the following table is inputted below. The corresponding survey
questions that validated the said trait are also linked to the said trait. 

Product Trait Version 1 Version 2

Name NutriDonut  ChewBicho

Type N/A; generally, bread Donut (Q8)

Flavor Cheese, Chocolate, Ube Cheese, Chocolate, Strawberry,

Ube (Q18)

Shape  N/A; bun-type w/ different shapes Circular Donut (Q20)

Target Market Children (low-income and middle- Children (general; ages 1-17)
income); young adults (Q4)

Base Vegetable-infused (Q12, Q11) Vegetable-infused (Q12, Q11)

Toppings N/A N/A

Taste  N/A Sweet (Q9)

Process of Baked (Q24) Baked (Q24)

Cooking

Size Large  Large; palm-sized (Q26)

Figure 1. Table comparing the iterations of the said product

D. Problem Solved
During the Marcos Regime, there has been an infamous bread that has
been dubbed as the solution to malnutrition, and that bread is the NutriBun. With
the intent of adopting the same intent of curbing health problems in mind, the
ChewBicho aims to benefit both undernourished and overnourished children. In
the last 15 years, obesity has risen in Filipinos around the age of 15, especially
those living in urban areas, as per UNICEF (2020). Comparatively, malnutrition
kills 95 children every day here in the Philippines, as per the same organization.
 Both problems, whether malnutrition or overnutrition all affect child survival and
can cause deaths. The ChewBicho has more apparent health benefits overall given
that we’ll be adding more healthy bases to it.

With that, the group decided to innovate that product to something more
jolly, delicious, and perfect to put a smile on a kid’s face despite its health
content, which is usually denoted as not appealing. The group came up with a
newly innovated ChewBicho, a variation of NutriBun,  which has several flavors,
is palm-sized, has a softer texture, and has several health benefits as well, if not,
even more. The past NutriBun was criticized for being stale, dry, and having little
to no flavor. Even if most of the children don’t like vegetables, we designed
Nutridonut just like eating a bowl of healthy vegetables but made it into a dessert
that the children can eat every day.

The combination of a healthy and sweet option also makes the product a
convenient buy for children and parents alike. It becomes more expedient in
buying a product for parents who worry about their child because they are having
a hard time feeding them healthy foods such as vegetables. It also saves money
and time for these parents who don’t necessarily have the means to buy a sweet
and healthy option separately. In relation to accessibility, other than convenience,
the product is also marketed in a depoliticized manner making it accessible at all
times, and not just during campaign periods. 

II. About the Company

A. Mission
ChewBicho is a donut company that offers baked donuts that are healthy
yet sweet, with inclusivity at the core of its operation. Through its features that
combine quality and convenience, our said product creates a better-baked
alternative that benefits both people and society. 
B. Vision 
ChewBicho envisions itself to become the go-to healthy-baked pastry
provider in the Philippines by being a conduit between the standard sweet and
healthy options. As the company grows, we aspire to become the leading provider
of freshly baked donuts in local communities, specifically in low-income areas,
through their schools, bakeries, partnered outlets, and online stores, offering high-
quality goods while still providing the necessary health benefits for the proper
growth and development of the Filipino children.

C. Core Values
1. Wellbeing: Our product puts the physical health of its customers at the
center of every baked treat, specifically donuts, that it rolls out to the
market. Products are made with the intention of providing specific,
targeted, and well-researched health benefits.
2. Service and action-oriented: People from all socio-economic classes are
given access to our product. Through its features and its accessibility, the
product shall be in service to society and aid in combating various ills that
it has.
3. Continuous Learning: Our company prioritizes customer feedback and
employee feedback in hopes of constantly gaining new insights to improve
our products and the teams behind them.
4. Efficiency: Our company prioritizes efficiency in all aspects from our
product features, production methods, and the like, in hopes of ensuring a
fast yet cost-effective response to the market and our customer’s needs. 
5. Integrity: Our company prioritizes honesty at all times may it be in
marketing health features or responding to feedback, people within our
company are dead set on ensuring the information we say is factual, well-
sourced, and reliable.
 6. Adaptability and Innovation: As the company progresses in the global
industry, the brand persists to maintain the freshness and quality of its
product, while allowing it to adapt to changes in the environment and
modifications of demands in the future market for the brand to diversify.
7. Give Joy, share Smiles: ChewBicho aims to provide hospitable service to
its customers and render satisfaction and delight with every purchase of its
brand baked donuts.

D. Business Goals 
The following are the company’s short-term and long-term goals. These
goals are also divided as those that can be measured and those that can not be.
Given that we are not rolling out the product in real time, the times and dates of
the said goals are not specified explicitly.

Short-term Long-term

Subjective  Launch social media page  Validate stipulations under the

(self- and have an online store Mission and Vision through
reported) going  surveys and customer ratings
 Improve the current concerning employee and user
product’s features and satisfaction
quality through customer  Create sustainable means of
ratings and surveys production through
 Streamline internal baking conversations about wholesale
and food production an independent manufacturing
methodologies and/or franchising

Objective  Increase social media  Effectively roll out to at least 5

(measured) engagement; acquire at least local shops and/or
100 likes, shares, and organizations 
 follows by the end of the  Achieve revenue of at least triple
month of the initial capital 
 Achieve revenue of at least  Increase and sustain social media
50%illustrating
Figure 1. Table of the initial
thecapital  engagement;
company’s short-term acquire
and long term at least
goals

III. Our Target Market

ChewBicho aims to put a smile on everybody, especially the children’s
mouths. The target market of ChewBicho is children, ranging from ages 1-17. Our
recent survey, which primarily surveyed children at the late ages (15-17), has
validated the same hypothesis of them wanting  a visually appealing, soft-
textured, and sweet product, as seen in Question #26, just like children at the early
stages. It is surely child friendly and kids no matter what standing on life can
afford ChewBicho’s NutriDonuts, thus no matter who you are or no matter where
you are from ChewBicho is really affordable.  

ChewBicho chose children as their target market because the original

NutriBun is made for them to combat malnutrition, yet that was discontinued. We
aim to target the same issue, but in the form of advocating for general health, as
our product caters to both children who encounter malnutrition and overnutrition
respectively. The ChewBicho offers health benefits that can boost a child’s health
and at the same time police it, as it combines sweets, which usually lead to
obesity, with a healthier alternative. Health-wise we also cover the wide range of
needs in society. 

The group, besides tackling the specific health issues mentioned above,
has also proven that these children tend to be health-conscious, even some times
as verified by Question #10 and #11 about what they eat on a daily basis. This is
 further worsened by COVID-19’s emphasis on health. We also aim to target
health-conscious children who don't necessarily have to be malnourished or
overnourished. 

Lastly, in terms of socio-economic class, our respondents ideal price, as

per the survey, was 20 to 25 pesos. The group understands that this might be
inaccessible to some, but also concedes that we need capital to grow. Given this,
at the start of our business, we aim to cater to middle-class children who have
much more capacity to buy the said product. 

IV. Benefits and Features 

A. Features 
The following are the said features of the final product: 
1. The ChewBicho is baked palm-sized, circular donut with a soft-texture; 
2. The donut’s batter is infused with a general and specialized base, the
general base includes some of the original NutriBun ingredients (i.e., leaf
powder, squash, banana, eggs) and the specialized base includes extra
vegetables (i.e., yam, sweet potato, squash) on the basis of what flavor it
matches; 
3. Even though the base is vegetable-infused, the group will add various
flavor extracts to deplete the flavor, so the vegetable will not be tasted;
4. The group will feature both classic, which have a standard glaze and no
toppings, and premium donuts, which has a much more elaborate design,
with premium toppings. The following flavors are seen in the said
ChewBicho:

Classic Donuts Premium Donuts

ChoBacca: Chocolate (w/ Pumpkin base) Darth Berry: Strawberry

Chewie Cheese: Cheese (w/ Yam base) Matcha Yoda: Matcha
Ube Wan Kenobi: Ube (w/ Sweet Potato Mocha Nobi: Mocha
base) Finn Cheese: Cream Cheese 
Oreo Ren: Cookies and Cream
Hans Jello: Jelly-stuffed donut

 Same health benefits   Additional health benefits in the

 Standard glaze depending on the toppings (i.e., sprinkles, drizzles)
flavor   Special designs with special glazes
 Individual donuts cost around 25 (i.e., Dunkin Donut premium donuts)
pesos; served in single, triples, half  Individual donuts cost around 35
dozen, and dozens pesos; served in single, triples, half
dozen, and dozens

Figure 1. Table defining the features of classic and premium donuts

B. Survey Data to Support

The following data gathered serves as the basis of the said product features.
1. Soft-texture (63), visually appealing (56), and large-in size (32), made up
majority of the qualities that our respondents were looking for, as seen in
Question #26.
2. Most respondents had the tendency to be health-conscious sometimes after
eating a baked good or just in general, as evidenced by the responses in
Question #10 and #11.
3. Respondents are more likely to eat something sweet or with flavor, as per
Question #9 where they responded with a majority of 63.
4. Most respondents answered Chocolate (59) as their preferred flavor,
Cheese (42) which got the second-highest answers, while Strawberry
(35),  Ube (29), and 16 for others followed, however, we chose Ube over
Strawberry as a classic to stay true to the Filipino flavor. 
 5. Other flavors that are suggested by the respondents are Mocha and
Caramel (4), Matcha, Vanilla, Cream Cheese/ Cheesecake (3), Red Velvet,
Cookies and Cream, and Banana (2), and lastly Peanut butter, toffee, and
Cinnamon (1). 

C. Benefits 
1. Size: Since the product is palm-sized, it offers much more room for
healthy toppings and bases, adding more nutritional value to the bread. Its
size also makes it different from other commonly sized donuts, like
Dunkin Donuts, and if similar to some, it is much cheaper and inexpensive
at around 20-25 pesos. 
2. Nutrition: The product's nutritional value is insurmountable. The general
base derived from the original NutriBun contains iron, proteins, and
necessary vitamins. The special glaze, which includes supplementary
vegetables, such as squash and yam, complements the nutritional value by
adding even more vitamins to the said product. 
3. Visual Appeal: Most commonly seen healthy products are broadly
marketed as vegetable-based and taste like vegetables as well. This usually
turns off prospective buyers, especially children, since it seems like there's
a separation between being healthy and sweet. By marketing the said
donut in a fun way and not putting its vegetable roots at the center, we
entice more children to eat it. People also get the perception that they're
indulging while actually eating healthy, making it even more effective.
4. Convenience: Convenience comes in many forms. The combination of
both sweet and healthy makes it easy for consumers to buy the product
since they get the same benefits of healthiness whilst indulging all at once.
The product also has a lot of flavor varieties,  which cater to what they
want, giving them the chance to customize their diet. Lastly, the product is
not as expensive as other donuts.
V. Form of Delivery
Currently, we are at our infancy stage where we are just about to kick-off
the said product. Given this, marketing and selling will be solely done by us
through the utilization of our social networks. The customers will be able to
purchase our product, the ChewBicho, through our group’s Facebook account.
They will then have the option to attain a courier (i.e., LalaMove, Grab) to
transport the donut to them. We understand this might be quite expensive, but,
this is necessary to gain capital to expand. Our market is also widely general
catering to a lot of possible customers. In this stage, they are only allowed to
purchase small orders (i.e., single, half-dozen, in 3s).

Once our business grows, and our digital social networks expand,
assuming we are successful, we hope to have enough capital to reach out to local
bakeries, food outlets and selected stores in some barangays. These local bakeries
and barangays are allowed to sell the said food on behalf of us and will be
required to give us a cut. This mainly exists on a semi-formal level, compared to
franchising, as at this stage we don’t have enough capital to expand to those types
of agreements yet. 

Assuming success in our local expansion stage, we aim to take the product
to regional and national levels! In this stage, organizations and bakeries are
allowed to produce, not just sell, the donut on behalf of us. This stage also
hopefully makes the said donut accessible in schools for all children to consume,
especially in low-income areas. The orders made here are expected to be
wholesale, which are huge, compared to individual retail orders. 
VI. ORGANIZATIONAL STRUCTURE

Chief Executive Officer- Mallorie Corpus

- Chief executive officer is the highest position in the company.

-Holds the final decision in the company or organization.

- The public face of the company or organization.

- Supervise the overall progress and development of the company.

-The CEO is the one responsible for delegating tasks, communicating with the board, and the
one who implements the company’s short- and long-term goal.
Chief Operating Officer- Gian Kieffer S. Daquiz

-An individual who’s in charge of a company's day-to-day administrative and operational

functions.

-Consider the second in the chain of command and the COO reports directly to the CEO.

-Handles internal affairs of the company or organization.

-The COO design and execute business operations, establish laws that support the company's
culture and vision, and supervise the company's operations and executives' work.

Marketing Manager- Raya Asha Bernardo

-Person who is in charge of a company's, service's, or product's marketing operations.

-Estimate market demand and lead a marketing team in formulating and delivering creative
and unique strategies to engage customers across numerous people

-Conduct market research to determine the marketability of products and services and to
better understand the public's interest.

-Prepare sales and advertisement contracts, communicate with potential clients and partners.

Financial Manager- Sakura Saito

-Undertakes data analysis and provides profit-maximizing advice to senior managers.

-Financial managers are the one responsible for the financial issues of the company.

-They prepare financial statements, direct investment operations, and formulate plans for
their organization's long-term financial objectives.

Technology Manager- Dence Arwen Reyes

-Technology managers assist organizations in overseeing, directing, and maintaining their

technical systems.
 -In charge of coordinating, planning, and leading computer-related operations.

-Deliver unique strategies to engage customers across social media.

-Handles the social media platforms of the company.

Production Manager- Amber Julianna Caberte, Manuel Antonio Abogado

-Oversee the production process, coordinates to all production needs, activities, and
operations.

-Choose equipment and take accountability for its management and operations.

-Determining quality control standards.

-Coordinates with buyers, marketing, and sales personnel. 

VII. References

Group 1 of 12 HUMSS 3. (2021, October 27). NutriBun Market Survey Results [Slides].
Microsoft Teams.
https://drive.google.com/file/d/1MfQ2pqqMr0Z7Yx2bPvHaswEDU9OP6i7t/view?
usp=sharing
UNICEF. (2021, March 4). Poor diets, failing food systems, and lack of physical activity are
causing overweight and obesity in children. Retrieved October 28, 2021, from
https://www.unicef.org/philippines/press-releases/poor-diets-failing-food-systems-and-
lack-physical-activity-are-causing-overweight