Section 1 – THE EXECUTIVE SUMMARY

1.1 Company Profile

Shai de Coco is a food stall business that is in the process of developing a new and
innovative shanghai roll which will provide a combination of local food product at affordable
price, healthy food with excellent ingredients and something new made out of coconut.
Shanghai Coconut business has selected the partnership under cottage enterprise as its formal
legal entity. This structure was chosen because of its operational simplicity. It is owned and
operated by two or more individuals. A partnership does not pay tax on its income but "passes
through" any profits or losses to the individual partners. It is a cottage enterprise because it is a
small business often operated out of a home and the investment and the number of people
employed is few. It is located at Manila Tytana Colleges, 76 Diosdado Macapagal
Boulevard, Pasay 1300, Metro Manila, Philippines. Eating out is a growing trend, since people
are increasingly pressed for time and enjoy this convenience. Choosing healthy, low-fat food is
a concern, but studies have shown that people are loved about it and continue to choose high-fat
foods. The menu will address this by preparing local food product in such a way that people
won’t realize that much of the unhealthy fat has been removed. The target consumers are the
students, teachers and staffs in Manila Tytana Colleges who wants to try healthy foods made
out of coconut and wants to try something new. The Shai de Coco business will offer a fresh
point of view on Manila Tytana Colleges and the service will be good, and the food will be the
best. Products like coconut, vegetables are a healthy ingredient that may appeal to our
consumers. These ingredients are added to increase customer perceptions of quality and taste.
The proponent will open a food stall in Manila Tytana Colleges to capture business from its
approximately 15,000 students.

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1.2 Nature of Product/Services being offered
Shai de Coco is a food stall which would provide fresh shanghai made from fresh
vegetables like potatoes and the main ingredient which is coconut. It would also provide our
customers the best local food product like coconut and make something new out of this
product and provide a service with a value-driven and maintaining experience through the
creativity of its founders. The food will be the best quality and prepared with sensitivity,
care and satisfy the need of our customers. The proponent will be serving high-quality food
with great value.

1.3 Make-up and Background of the Management Team

Owner

Sanchez, Abe Joy

Co- Owner

Lacanilao, Alexandra Liz

Cashier Market
Buyer
Atanacio, Rayven
Dalton, Dimpple

Cook Cook

Silvestre, Matthew Jalandra, Gerald

Cook
2 Tuazon, Shery
Owner

 It is the one who run the business and a person who owns something such as a business
together with another person, or other people.
Co-owner

 It is the one who helps the owner on running the business.

Cashier

 It is the one who keeps the income of the business.

Market Buyer

 It is the one who buys the ingredients of the product.

Cook

 It is the one who cooks the shanghai de coco.

1.4 Financial Requirements

The proponent will assume that the capital is Php15, 000.00. The proponent will provide
funding from their own savings, which will cover start-up expenses for their business. The
remaining money will serve as cash on hand.
1.5 Proposed use of funds
The allocation of funds in starting this business is came from each proponent own
savings. Since, the business is just starting up. The proponents assume what will be the expenses
for the whole month. The excess money will go for cash on hand.

EXPENSES PHP
Ingredients 5,000
Equipment/Tools 3,000
Rental 1,500
Other Expenses 2,000
Advertisement 1,000
TOTAL EXPENSES: 12,500
CASH ON HAND 2,500

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Section 2: BUSINESS DESCRIPTION

2.1 MISSION AND VISION

Mission

 Create an affordable goods for consumer

 Promote an innovative products that satisfy the consumer
 Support and strongly encourage environmental sustainability.

Vision

The proponents offer a new variety of shanghai to support local products and to improve
the healthy lifestyle.

2.2 Firm Description

The proponent concept came from the ideas of the owner of this business. Since, all the
members of the business agreed of that idea and it is profitable and easy to operate. The
proponent decided to add some twist of the content of the chosen product. Also, added a local
product which is the coconut to be able to promote the benefits of it. The proponent aiming to
meet the satisfaction of our valued consumer that has a good feedback from them.

2.3 Proposed Legal Form of Business

The type of our business is Partnership because it is owned and operated by several
individuals. It is cottage enterprise industry is a small-scale, decentralized manufacturing
business often operated out of a home rather than a purpose-built facility. Cottage industries are
defined by the amount of investment required to start, as well as the number of people employed.
This business is consisting of 7 members. In this business type the proponent pooling money
toward a common purpose, sharing individual skills and resources and sharing in the good and
bad times.

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2.4 Proposed entry strategy/ Timeline of Events

Timeline June July August Septem October Novemb Decembe Januar

events ber er r y

Brainstormi
ng about our
product

Allocating
funds or
budgeting
Canvassing
the price of
supplies
Getting of
business
permits
Buying
equipment

Searching
for stall or
rent for
business
Market
advertiseme
nt
Starting a
business

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2.5 Description of Products
Shai de Coco is a popular cuisine in Filipinos. It is found in different occassions such as
birthdays, celebration, and parties. Shanghai has a multi-purpose it could be seen in breakfast,
lunch, and dinner. Also, it can see in street selling of the vendors. Shai de coco is a new variety
that the proponents offer in students and teachers in Manila Tytana Colleges. The proponents
change its original content because we add some local products. The product is consisting
ground chicken, fresh potatoes, and eggs and added a coconut inside. Plus, the seasoning that
will taste it good. Also, the proponents make a sauce on it to make the taste even better.

Section 3: MARKET ANALYSIS

3.1 SWOT Analysis
Strengths

 The product is all time favorite.

 The ingredients are easy to find in the market.
 It has a local product which is added to the shanghai.
 Easy to prepare the product.
 Having a relationship with the customers.

Weaknesses

 Lack of capital because it just started.

 The product that will be produce is time consuming.
 Lack of knowledge to enter business.
 Lack of awareness of our product.
 Having a limited staff.

Opportunity

 Our business location are surrounded by students and teachers.

 Given a chance to promote local products.
 It is easy to negotiate.
 We use marketing strategy through recommending our product.
 Have a excellent income to start up in our business.

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Threats

 Unexpected calamities that we encounter.

 Shortage of ingredients, since it is easy to find.
 Negative feedback of our customers.
 Unexpected price hike of ingredients
 New competitors.
3.2 Industry Analysis
The Shai de Coco business is under food industry because food industries covers
a series of industrial activities directed at the processing, conversion, preparation,
preservation and packaging of foodstuffs. The business is a food industry because it
involves food processing and preparation of fresh products for market, and manufacture
of prepared food products.

3.3 Barriers to entry

The direct and indirect competitors can affect the business. Indirect competitors
are vendors whose products or services are not the same but that could satisfy the same
consumer need. The direct competitors, in which vendors are selling products or services
that are essentially the same. The indirect competitors in the business are the business
who sells processed food like adobo, sinigang etc., the direct competitors are the
carenderia’s who sells shanghai.

DIRECT COMPETITOR DESCRIPTION

 The products are made from fresh stir
LUMPIANG TOFU fried carrots; cabbage and singkamas,
all wrapped together with minced
garlic, seaweed, ground nuts and
mung beans wrapped in your choice
of wrappers.
SHANGHAI ROLL OF JOLLIBEE  Jollibee is a Filipino multinational
FAST FOOD chain of fast food restaurant. It is not
just known in selling burgers,
chickens, spaghetti, but also their
crispy-sarap shanghai rolls which
comes with sweet and sour sauce and
served with steamed rice. This
shanghai or lumpia also consist of
pork giniling.

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 INDIRECT COMPETITOR DESCRIPTION
STREET FOOD  Fish balls are among the most iconic
Filipino street foods and consist of
skewered balls of flour made with
flaked fish meat. They're served with
a savory sweet sauce or a spiced
vinegar dip.
FOOD STALL  Food stall business is consist of
different kinds of food that offer in a
affordable value meal.

Section 4: MARKET PLAN

4.1 Geographic Areas to be served

The proposed location of our business will be along….
Manila Tytana Colleges, Metropolitan Park along Macapagal Boulevard, Pasay City near SM
Mall of Asia.

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 4.2 Customers to be sought
The target and potential customers of shai de coco will be the students, teachers and
school’s staff in Manila Tytana Colleges. Since, the stall of the business is near from the school
the proponent assume that it will be a good idea.
4.3 Pricing strategy
This is the pricing strategy that the proponents will be doing:

PRODUCT PRICE (PHP)

1 pc. of coconut shanghai 10

3 pcs. of coconut shanghai 25

4 pcs. of coconut shanghai 35

4.4 Channels of Distribution

Market Shai de Coco

In this place, we will conduct all We, the members/staff of Shai de
the ingredients that we need to make Coco will be the one that will
our product.
produce our product which is from
the local product “coconut”

Consumers

They are the one that will buy our

product and they will give a
feedback, rating for our product.

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 4.5 Positioning and Branding
By consistently providing them a good quality of service and keeping our consumer
happy depends not only on the quality of our customer service crew such as those responsible
for production. It’s worth knowing a bit more about our consumer and serves them with a
smile and talk to them. Because a happy employee is a happy customer. We will make our
customers feel special and the only way to succeed in keeping loyal customers is to dedicate
time and effort towards a strategy that always puts our customers in first place. When they
purchase our product, we will make sure they feel like they are the most important person to
us. Because without them our business would not survive for long, so why not make them
feel extra special during their experience with us.

Shai de coco a new taste made by a certain number of students of ABM-Magbanua, with
local yet healthy product which is the coconut. The logo represents how it was being designated,
the green tree symbolizes the local product that we used and also green is the color of Tytana as
a respect for giving this kind of opportunity to innovate product. And the picture of the expected
look of Shanghai, as you see the healthy ingredients inside that makes you want it right at the
time.

4.5.1 IMC Strategy

The proponent will use the likert scale rating from 1-5 whether the service is good or not
and with their signature. And ask them some questions why the product and service satisfy
them. In short, the consumer will evaluate the taste of the product to know if there is
something more to add or to lessen. Also, the proponent will be open for any suggestion or
comments of the consumer.

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Section 5: OPERATION PLAN
5.1 Facilities/Layout

CASHIER KITCHEN STORAGE

CLAIMING AREA
RESTROOM
ENTRANCE

5.2 Flow of Operation

Assist
Customers

Customer Feedback Placing of Order

Assembling
Payment
Packaging

5.3 Quality Management Policies

Sanitation

 Sanitize or wash hands every time we serve customers.

 Every employee will wear apron, hairnet and plastic gloves.
 Before and after starting our business, we will make sure that the place is clean.
 Left over will be properly disposed.
 Tools and Equipment will be sanitized before and after using.

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 Inventory

 Properly monitoring and organize goods stored in the stall.

 Always check the quantity and quality of our stocks.
 Always track goods that have been understocked.
 Avoid overstocking to prevent any spoilage.
 To monitor the supply constantly to make sure that nothing goes to waste.

Maintenance

 Our servings will be less than 3 minutes.

 The consumer will accompany by the employees to go to respective table.
 Our service will be quick in terms of adding an order.
 We will make sure that there is no change in the price of our product.
 We will satisfy them as we serve their order.
Attitude

 The employees must greet the consumer properly.

 Always smile when talking to the consumer.
 Avoid being late/ Practice punctuality
 Wear their proper uniform.
 Be patient.

5.4 Corporate Social Responsibility

The program that the proponent will conduct is coconut tree planting, especially
the product has a coconut so it will be easy for the proponent to have a supply. Also, it
will help the environment to conserve. This program will be helpful because it can help
the environment and there will be lesser chance of flood in an area. In addition, coconut
has a lot of use

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Section 6: MANAGEMENT TEAM
6.1 Organizational Structure

1.3 Make-up and Background of the Management Team

Owner

Sanchez, Abe Joy

Co- Owner

Lacanilao, Alexandra Liz

Cashier Market
Buyer
Atanacio, Rayven
Dalton, Dimpple

Cook Cook

Silvestre, Matthew Jalandra, Gerald

Cook

Tuazon, Shery

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Owner- It is the one who run the business and a person who owns something such as a
business together with another person, or other people.

Qualifications:

• must be a graduate of 4 year- course

• must have a knowledge about business
• atleast 20 yrs.old and above

Co-owner- It is the one who helps the owner on running the business.

Qualifications:

• must be a graduate of 4 year- course

• must have a knowledge about business management
• atleast 20 yrs.old and above

Cashier- It is the one who keeps the income of the business.

Qualifications:

• must be a graduate of 4 year-course

• must have a knowledge about finance
• atleast 20 yrs.old and above

Market Buyer- It is the one who buys the ingredients of the product.

Qualifications:

• must be a graduate of 2 year- course

• must have a knowledge about sales talk
• atleast 18 yrs.old and above

Cook- It is the one who cooks the shanghai coconut.

Qualifications:

• must be a graduate of 4 year-course

• must have a knowledge about cooking
• atleast 20 yrs.old and above

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Section 7: FINANCIAL PLAN

7.1 Income Statement

2018 2019 2020

Sales ₱454,000 ₱499, 400 ₱549,340

Less: Spoilage Allowance ₱10,000. ₱11,000 ₱12,100
Less: Cost of Goods Sold ₱110,000 ₱121,000 ₱133,100
Gross Profit ₱334,000 ₱367,000 ₱403,800

Less: Operating Expenses

Rent Expense ₱24,000 ₱26,400 ₱29,040
Utilities Expense ₱12,000 ₱12,000 ₱14,000
Supplies Expense ₱15,000 ₱15,000 ₱15,000
Salaries Expense ₱36,000 ₱36,000 ₱36,000
Advertising Expense ₱1,000 ₱1,000 ₱1,000
Taxes and License ₱1,500 ₱1500 ₱1500
Transportation Expense ₱1000 ₱1000 ₱1,000
Depreciation Expense ₱2500 ₱2500 ₱2,500
Total: ₱93,000 ₱94,800 ₱96,780

Net Income ₱241,000 ₱272,200 ₱307,020

(Before Taxes)
Tax Provision (15%) (₱36,150) (₱40,830) (₱46,053)
Net income ₱204,850 ₱272,000 ₱261,149
(After Taxes7

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7.2 Sales Projection

Montly
Target YEAR 1 YEAR 2 YEAR 3
Sales Qty.
(pcs.)
PRODUCT
QTY PHP QTY PHP QTY PHP

Shai de 700 10 8,400 84,000 9,240 92,400 10,164 101,640

Coco

500 25 6,000 150,000 6,600 165,000 7,260 181,500

525 35 6,300 220,000 6,930 242,000 7,623 266,200

TOTAL 1900 20,700 454,000 22,770 499,400 25,047 549,340

(Php)

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7.3Costing

Ingredients A.P Weight A.P Cost Unit Cost E.P E.P Cost
Grounded 2000 g 300 0.15 1000 g 150
Chicken
Potatoes 1000 g 200 0.2 500 g 100
Onion 500 g 50 0.1 250 g 25
Pepper 500 g 50 0.1 31.25 g 25
Garlic 500 g 50 0.1 250 g 25
Salt 250 g 20 0.08 31.25 g 2.50
Sugar 250 g 20 0.08 62.5 g 5
Flour 2000 g 60 0.03 1000 g 30
Coconut 3 pcs. 75 25 1 pc. 25
Magic Sarap 1 pc. 25 25 62.5 g 2.50
Egg 10 pcs. 50 5 5 pcs. 25
Wrapper 200 pcs. 180 0.9 100 pcs. 90
Vetsin 1 pc. 25 25 31.25 g 1.25
Bell Pepper 500 g 25 0.05 61.5 g 3.075
Kinchay 500 g 25 0.05 61.5 g 3.075
TOTAL:PHP512.4
₱512.4
÷ 70orders
₱7.32/ order
X 1.4
₱10.248

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