Chapter I

Introduction

A. The Business Concept

As young entrepreneurs we have decided to use tuna fish as our main ingredient on

our product. General Santos City an island from Mindanao was known as the Tuna

Capital of the Philippines. Spring roll was the all-time favorite appetizer, viand, and

snack of every Filipino. Its presence made different occasions perfectly celebrated. As

time goes by, different types of spring roll was already made and it perfectly fit the taste

of Filipino cuisine. As young entrepreneurs we grabbed this opportunity to upgrade a

typical spring roll that will surely capture the taste preference of all of the Filipinos

regardless of what age they are. The upgrade that will be made would turn a typical

spring roll to a Tuna Chicken Dynamite Spring Roll or we called it as TunKen Mite. We

do believe the improvement that we have made from a typical spring roll will surely

leave the tummy of our consumers wanting for more. The young entrepreneurs were

likely to innovate or create new mouthwatering taste of different tuna dishes in the next

consecutive years of the operation of the business. This business aims to keep its

consumers up to trends through creating new innovated tuna dishes that would surely

delight them.

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 Business Name:

Tuna Food Industry

Young entrepreneurs decided to name the business as simple as Tuna Food

Industry. The entrepreneurs wanted people to easily remember and pronounce the name

of the company, that is why it is named as simple as Tuna Food Industry. The other

reason was, entrepreneurs want to offer not only the TunKen Mite (Tuna Chicken

Dynamite spring roll), but also different dishes made up of tuna fish in the near future if

the business would be given an opportunity to expand.

Business Logo:

Figure 1

The product aims to promote delicacy from Mindanao, and we choose tuna that

came from the tuna capital of the Philippines, General Santos City. The word “Tun” came

2
from the word “Tuna’’, “Ken” from the word “Chicken” and “Mite” from the word

“Dynamite”. As a representation, we put the tuna meat on the logo and the green chili as

the representation of the dynamite spring roll, and the burning fire between them

symbolizes the spiciness and range. The color of the logo is red which symbolizes energy

and enthusiasm, the energy that the product has and the intense enjoyment that you can

get in the product. We also put our tagline “Sasabog Ka Sa Sarap” to catch the

consumers’ attention and prove to them that our product has the quality that will satisfy

them.

B. The Business Goals: Vision, Mission, Objectives and Performance Targets

Vision

To be one of the best innovated food seller and to be recognized and respected as the

most successful marketing company in the Philippines for the next consecutive years. To

be known as the best seller of different mouthwatering taste of tuna dishes in the country.

Also, manifest all-time favorite appetizer, viand, and snack of every Filipino the spring

roll.

Mission

We are devoted to serve our customers a very delicious, fresh, and tasty appetizer,

viand, and snack TunKen Mite (Tuna Chicken Dynamite). We aim to leave the tummy of

our customers wanting for more, and also to boost our customer's appetite at every

purchase of our product. We assure that our customer’s overall satisfaction on our

product will be met.

We are also committed to have good and long lasting relationship with each other

in the business, as well to our customers. We aim to promote unity and productivity in the

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workplace. We also aim to recognize each other’s hard work, as well the suggestions and

new ideas may be imparted for the further development of the business.

Chapter II

Executive Summary

Fourteen (14) young entrepreneurs formed a business partnership and came up

with Tuna Food Industry. The young entrepreneurs decided to use tuna fish as the main

ingredient on the product that Tuna Food Industry will offer. Entrepreneurs decided to

improve the taste of a typical dynamite spring roll, turning it into Tuna Chicken

Dynamite spring roll or TunKen Mite. Entrepreneurs believed that through the innovation

made on the product, it would surely capture the taste preference of most of the Filipinos.

One of the mission of Tuna Food Industry is to provide good quality of its product and a

mouthwatering taste of it that would leave the tummy of the customers wanting for more.

Also, Tuna Food Industry would like to make a remarkable existence in the market and

aims to be recognized as the most successful marketing company in the Philippines for

the next consecutive years.

Tuna Food Industry is a business partnership of fourteen young entrepreneurs

that each of the member has their own talents and capabilities can be used for the growth

and development of the business. These people in the company would be responsible to

provide and render good quality service. Also, these people are accountable for having a

daily productive operation of the business.

The target market of Tuna Food Industry for now is the senior high school

students of STI College Baliuag. The product of Tuna Food Industry which is the

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TunKen Mite (Tuna Chicken Dynamite) is expected to catch the taste preference of its

target market. The entrepreneurs had consider the trend that spring roll is the all-time

favorite appetizer, snack, and viand of most of the Filipinos. Therefore, the entrepreneurs

believe that the improvement made on a typical dynamite spring roll would surely catch

the customer’s will to purchase and patronize TunKen Mite. TunKen Mite has its tagline

“Sasabog Ka Sa Sarap” which would like to leave a value to its consumer that they will

not repent after purchasing product, because of its delicious taste.

Enterprise delivery system is the compilation of the process that will be generated

in the production. It includes the input that will be used in making the product. It also

includes the process, the output of the process and the desired outcome. It also includes

the 7p’s of marketing, first the product which describes the product of Tuna Food

Industry which is the TunKen Mite (Tuna Chicken Dynamite). The positioning of the

business, TunKen Mite was placed under high quality with low price that targets the

middle class consumers. Next the packaging of the product, TunKen Mite will be placed

on a biodegradable plastic ware with the logo of the product at the top of it. The selling

price of TunKen Mite may vary depending on how much the cost of the output with the

addition of 15% mark up. The people will serve as the backbone of the Tuna Food

Industry to run the business smoothly. Social media platforms would be used as the

instrument of Tuna Food Industry to promote its product as well as the used of flyers and

posters. Lastly the location of the business where the consumers could make a purchase

on the product, TunKen Mite could be purchase at STI College Baliuag.

Permits and Licenses serves as the permission of a business to operate. Its content

allowing the business to be registered bears the signature of authorities in our

5
government. With the use of these papers, it would give the companies or businesses the

privilege to buy and sell products, or distribute their products to their target market

legally. Permits and licenses are essential for a business, this would serve as a guide for

the business owners to be knowledgeable enough about the policies, rules and regulation

mandated by our government on how to operate a business in legally manner. Business

owners would also know their responsibilities on their own businesses.

Tuna Food Industry is a business partnership that offers only one product which is

the Tuna Chicken Dynamite spring roll. Tuna Food Industry is expected to be successful

within the five years of its operation. This business would make sure to have a good

image on the public. Through having a good image on the public, the business could

attract more potential customers, investors, financiers which could lead to the further

growth and development of the business. Tuna Food Industry is a worth investing

company, and the product of Tuna Food Industry which is the TunKen Mite (Tuna

Chicken Dynamite) is a popular snack, appetizer, and viand of the Filipinos because of its

mouthwatering taste. TunKen Mite is expected to be popular nationwide within the

consecutive operating years of the business that would result to generate good financial

returns for the owners of Tuna Food Industry.

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 Chapter III

The Business Proponents: Organizers with their Capabilities and Contribution

(SAMPLE ONLY – you have made your own even you

only have few members. EXAMPLE : OWNER, COOK, STAFF, CASHIER )

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 Chapter IV

Target Customers and the Main Value Proposition to the Customers

Potential Market/ Customers (Target Market)

The potential market or simply the target market of our business is the students of

STI College Baliuag. The appropriate segmentation method we used for our product is

the Psychographic segmentation, this method focuses on social class, values,

personalities, and lifestyles which also includes interest, activities, and opinion.

We will introduce our product by serving them a new and different taste of

Dynamite spring roll. The Tunken Mite has different varieties which are tuna fish,

chicken, cheese, chilli pepper. The product can be snack and viand depending on the

customers’ preference. It has an accompaniment of sweet spicy sauce that will enhance

the taste of the said product. The Tunken Mite will be officially introduced on the day of

Exposition. The students will make a stall wherein they can buy our product. The selling

price of Tunken Mite may vary depending on how much the cost of the output with the

addition of 15% mark up. The Tunken Mite is very affordable but it has the quality that

everyone looking for. We will promote our product by means of giving flyers, and using

social media platforms as a tool to advertise the said product

Main Value Proposition

“Sasabog ka sa Sarap!

The tagline of the business describe the product TunKen Mite or Tuna Chicken

Dynamite. Its tagline derived from the word dynamite which means powerful explosive.

This product will serve a different taste that will surely love by the consumers.

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 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

A. Estimate the Total Market Demand and Supply

The target market of Tuna Food Industry are the Senior High School Students of

STI Baliuag with the total population of five hundred thirty-two (532). Hence, the

estimated demand is at least 60% of the population for the cognize that students do have

varying preferences and satisfactions. With this estimation, the Tuna Food Industry will

give the best efforts to fulfill and to supply these demand as possible.

B. Critical Factors that Influence the Market Demand and Supply

Price

Budgeting money can be difficult to meet our different needs and wants. Knowing

the right price for the product will help. The price of a product affects sales and consumer

volume, also the market demand and supply. If there is a decrease in supply and the needs

are consistent then the price of the product tends to be higher. In the other phase, if a

product cost too much to afford, there is a possibility of decrease in demand. Having

decrease in demand can conceivably lead a low profit for the company.

Taste

Not all human taste preferences match, there is always a variation. For that

reason, it might affect the supply and demand in the market since not everyone agreed to

9
like a specific product. With this situation, there might be a decreased in supply or

production that the company will make and release. It will be risky to produce and sell a

large quantity of product with the knowledge of not every costumer do have the same

preference.

Income or Allowance

The amount of each student’s allowance or money is not the same, not everyone

has the capability to buy products as much as they want. This can affect the supply and

demand of the market since not all students will spend their money for something that is

not really needed, so there will be less consumer that estimated. Having low demands and

supply can result of not having enough profit or income for the company.

Competitors

For every business there are competitors, whether these are direct or indirect

competitors. Having competitors can affect the market’s supply and demand since there

will be a variety of product to buy and offer for the customers. Customers has different

standard in choosing what to buy, if these standards are not available in the product that

is offered, there is a big possibility that your competitors might have it. Having

competitors is tough since you have to keep in touch for you to remain on track and attain

your goal.

Trends

Many students love to keep up with trends, and trends is continually wavering.

Trends help in changing the demand of a product, if the product is on trend there will be

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more customers or buyer. If the business is unable to keep up on what is on trend, there

will be less consumer that will pay attention for the product.

Season

Philippines only has two seasons: wet and dry, unlike the other country who has

four. Season changes the taste and quality of a product. Season can affect to the market’s

demand and supply since not all the ingredients needed for the product is always present

at a certain season. If there will be a scarcity in supplies of ingredients, then the

production might be affected and so the market demands and supplies.

C. Future Forecast for Market Demand and Supply

Demand Forecasting is a technique for estimation of probable demand for a

product or services in the future. It is based on the analysis of past demand for that

product or service in the present market condition. This concept is called forecasting of

demand. The research study on TunKen Mite market 2019 presents an extensive analysis

of current TunKen Mite market size, drivers, trends, opportunities, challenges, as well as

key TunKen Mite market segments. Further, it explains various definitions and

classification of the TunKen Mite industry, applications, and chain structure.

In continuation of this data, the TunKen Mite report covers various marketing

strategies followed by key players and distributors. Also explains TunKen Mite

marketing channels, potential buyers and development history. The intent of TunKen

Mite research report is to depict the information to the user regarding TunKen Mite

market forecast and dynamics for the upcoming years. The TunKen Mite study lists the

essential elements which influence the growth of TunKen Mite industry. Long-term

11
evaluation of the worldwide TunKen Mite market share from diverse countries and

regions is roofed within the Spring Roll report. Additionally, includes Spring Roll type

wise and application wise consumption figures.

D. Industry Dynamics
For this event, entrepreneurs are battling with other food stall inside STI College

Baliuag. Particularly for those who also offer the same variety that the business offers.

There is possibility that there are attractive stall than what the business has, despite that

fact the business still has the confidence to participate in the event, compete with others

and even be on top.

The company will acquire the ingredients from credible and low-cost vendors in the

markets. The business will choose a that can give a good offer or discount with high

quality product. With this approach, the business will gain more profit and will earn a

good partnership with the market.

The product will be available in the stall and can purchase right away by the customers.

With this kind of distribution, the business can monitor how many consumers are buying

the product and if innovation is effective. Also in this method, some problem that

involves the customers can be prevented.

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 E. Macro-environment and SPEET
Table 3
Macro-environment and SPEET
Factors Opportunities to the Threats to the Enterprise
Enterprise
1. Social - There will be an increase on -There are competitors that
-Trends toward innovated the number of customers due may offer similar variety as
product. to the product's uniqueness. the business offers.

2. Political - A decrease in taxes is an -If there will be an increase in

- Change in Taxes and increase in purchasing power taxes, products tend to be high
effects in business profit of the consumers leading to priced resulting to decrease in
more income. number of customers

3. Economic - There will an opportunity in - Competitors are increased

- A foreign exchange is expanding the business and and it will be hard to monitor
possible due to the success distributing the products other branches.
of business overseas.
4. Ecological
- It is one of those dishes - It can be served as an -it may not be enjoyed by the
that will give you a nice appetizer or finger food, but students because of its
surprise as you bite on its can also be eaten as the main sharpness
crispy fried spring roll dish as it can be filling.
wrapper. A mild explosion
of flavors follows. You
might have an idea how it
should taste only then to
discover you were wrong.
You will never look at a
canned tuna the same way
again!

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5. Technological -Due to the latest technological The commonness of a
- Technological factors are advances, businesses have technology in business
variables that are being used greater options for effective tempers the disadvantages of
for evaluating available communication, ways to that technology to some
alternatives with respect to increase productivity as well as degree. For instance, since so
technological capabilities. to save business costs by many companies use the
automating business operations Internet, network specialists
and processes. are very familiar with how to
fix issues of network security,
speed and connectivity.

Chapter VI

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 The Product and Service Offerings

Sample Photo of the Product and Packaging

Figure 2

Figure 3

Food Stall Layout

15
Figure 4

TunKen Mite is the addition of tuna fish and chicken to a typical dynamite spring

roll that will surely satisfy your taste with relish. Filipinos are known for being creative

on making new special delicacy that came from different regions and culture. Every

region has their own food specialty, and one of those places is located in the tuna capital

of the Philippines General Santos City in Mindanao. The fish like tuna is a powerhouse of

essential nutrients such as omega-3 fatty acids, potassium, magnesium, iron, vitamin A,

B6 and B12, that is beneficial to your health. It can strengthen your bones, improve your

skin health, prevent risk of cancer, provides energy, improves immune system, weight

loss and heart friendly. In TunKen Mite we add chicken in it to make it unique. There are

also essential benefits that chicken has, such as it is rich in proteins, good for the heart,

prevent bones loss, and etc. This is why Tuna Food Industry made the improvement of a

16
typical dynamite spring roll with the addition of tuna fish and chicken to promote more

healthy delicacy that will surely love by the customers.

The company continues to improve the taste of TunKen Mite to make the product

more delicious to eat and to give the customers the best TunKen Mite they deserve. The

product is perfect in any season. TunKen Mite stalls also offers refreshing beverages that

will satisfy and lessen the level of spiciness of the product. We will gonna offer some

juice drinks and bottled water that will be partnered to the TunKen Mite product.

Tuna Food Industry is always open for any complaints and suggestions

concerning the product and services being offered. This will be a big help for the

company to have more ideas on how to make the product more satisfying to eat. The

company aims to produce more stalls nationwide in the near future so that the TunKen

Mite will be known as one of the best delicacies created in the Philippines.

Chapter VII

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 The Enterprise Strategy and Enterprise Delivery System: Business Competitiveness

Table 4
Enterprise Delivery System

INPUT THROUGHPUT OUTPUT DESIRED

OUTCOMES
Money Investment for materials Produce goods and Gain high profit
that will be used in services
production

Management Focusing on companies The business will Get a good feedback

goals and objectives continously run and get on the customers
biger

Raw Materials Use to make products/ Finished product and it Customers

dynamite spring roll will be launched to the satisfaction
market

Innovation in Food Creating Mindanao Giving the customers a Increased number of

Production delicacies and make it unique taste of tuna and product produced
peculiar by adding a chicken dynamite roll and increased in the
twist using fresh tuna number of customers
and chicken to make a
dynamite spring roll
Product Advertising Creating leaflets for The market will be Gain lot of
dishes offered, together popular and will be customers and to be
with its price, and known for its twist of popular with
posting advertisement in Mindanao’s food. Mindanao’s food.
online.

Emmployee Giving tips and benefits Employee’s best will Skills in doing task
Productivity to the employees. applied. and loyalty to the
business.

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 The Tuna Food Industry will use the 7p’s of marketing to implement the success
of the business, these includes; product, price, promotion,

Positioning

Our Mindanao’s food provides a high quality taste at the same time it is in a low

price where every senior high school students can afford to buy our product.

Affordability of the product makes it in demand especially our target customers are the

students.

Product

General Santos City located on the island of Mindanao is know for its Tuna, for it

to become unique we combine it with little bit of spiciness that Filipino loved and wrap it

in shanghai wrapper to make it like "pork shanghai" but instead of pork we use tuna to

make it different and inline with our designated area. The entrepreneurs came up with

TunKen Mite (Tuna Chicken Dynamite). Tuna Chicken Dynamite is the innovated

version of a typical dynamite spring roll.

Packaging

The primary function of food packaging is to protect your product, the principal

aim of packaging design is to attract consumers. The packaging, in other words, should

sell itself. Packaging was always connected with the products especially for food

products. The type of packaging that we are going to use is a biodegradable plastic

container with the logo of the company at the top of it.

Figure 5

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Place

The product will be launched and can be purchased on STI College Baliuag

Gymnasium on the upcoming exposition day of the grade 12 senior high school students.

STI Gymnasium was located at Gil Carlos St., Baliuag Bulacan on the 3rd floor of STI

College Baliuag.

Figure 6 Figure 7

People

Tuna Food Industry would hire high- caliber workers to render quality service in

the business. Having high-caliber workers would help this business to attract customers

by means of producing high quality food products. These people who made up the

20
business could be considered as the wealth of this industry. The company would have an

excellent performance in the market with the help of the skilled workers who made up the

business.

Promotion

For the promotion of the business tarpaulin, flyers, and also sales talk will be

applied to boast its market. This may help to promote the business and to gain more

potential customers. Using of social medias like facebook might also be applied as one of

the promotion channel of the product.

Figure 8 Figure 9

Figure 10

Business Card

21
Figure 11 Figure 12

Poster and Flyers

Figure 13 Figure 14

Poster and Flyers Poster and Flyers

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 Price

The young entrepreneurs decided to sell Tuna Chicken Dynamite at seven (7) pesos, an

estimation price of the product per piece. The price of TunKen Mite is budget friendly

since the target customers of Tuna Food Industry are the students.

Chapter VIII

Tuna Food Industry

Start- Up Requirements
Amount (Php)
Supplies P3,000
Utilities Expense P500

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 Advertising Expense P750
Total Start-Up Cost P4,250
Financial Forecasts: Expected Returns, Risks, and Contingencies

Tuna Food Industry

Statement of Financial Position
Food Exposition Day

Assets Liabilities and Owner's Equity

Current Assets Total Liabilities Php 0
Cash P750
Supplies P3,000 Owner's Equity
Total Current Assets Php 3,750 Capital Php 5,000
Utilities Expense (Php 500)
Total Assets P3,750 Advertising Expense (Php 750)
Total Owner’s Equity Php 3,750

Total Liabilities and

Owner's Equity Php 3,750

24