University of San Agustin: College of Commerce Gen. Luna Street, Iloilo City, Philippines, 5000

University of San Agustin
College of Commerce
Gen. Luna Street, Iloilo City, Philippines, 5000
FRANCHISING PLAN
OF
ICEBUCKS AND RIVER CAFE
Submitted by:
Aaron, Mayrine Rose T.
Angelituf, Demie Bernard C.
Gregorios, Ghann Elmo G.
Ocampo, Micah D.
Panes, Aiza Marie P.
Tumaliuan, Arnylette Trizia T.
BSBA MM 3-A
Submitted to:
Armi Titular, MBA
JUNE 2022
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College of Commerce
TABLE OF CONTENTS
I. Executive Summary 1-5
II. Company Overview 6-10
III. Industry Analysis 11-12
IV. Customer Analysis 13-14
V. Competitive Analysis 15
VI. Marketing Plan 16-17
VII. Operation Plan 18
VIII. Management Team 19-20
IX. Financial Plan 21-23
Documentation 26
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College of Commerce
I. INTRODUCTION
Executive summary
Business overview
Icebucks River Café & kitchen is located at San Rufino St, Alimodian. The company was
established last August 3, 2020 in the midst of covid 19 pandemic. As someone who loves coffee
and enjoys being close to nature, this cafe is an ideal place for everyone that wants to relax and
unwind just near the city.The cafe is open-air that gives a pleasant ambience to their customers
and they serve good food with a cheap price.
The objective of the company is to expand the cafe to accommodate more customers to increase
revenue, and to maintain a high standard of food quality and service, and ensure a friendly
comfortable atmosphere to their customers.
Product overview
Icebucks River cafe & kitchen offers coffee( hot/cold), frappe, tea, flavored soda, softdrinks,
pony milk drinks, and snacks like nachos, aloha burger, carbonara, crispy canton, and many
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more. The coffee ranges from 30-100 pesos, their frape ranges from 120-150 pesos, and snacks
from 60-120 pesos.
Customer focus
Icebucks will primarily serve everyone nearby the cafe. The target market of the company are
millennials, students, families, and bikers.
Management team
Icebucks River Café & kitchen, started last August 3, 2020 by Mrs. Charmz Alonsabe. Stated
that she was unable to follow her dream of becoming a nurse and instead she decided to put up
this cafe as a pastime and at the same time to generate income.
Success factors
the following qualities listed below of Icebucks River Café & kitchen will surely lead to the
success of the company in the future:
● Relaxing cafe atmosphere
● Impressive decoration
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● The café offers a wide choice of coffee, drinks, and snacks for their customers to pick
from.
● Reasonable prices
Financial factors
Icebucks River Café & kitchen has a start-up expenses include an estimated 150,000 consisting
of several items:
● Legal expenses for obtaining licenses and permits: 7,000
● Store design/layout: 50,000
● Equipment: 60,000 ( Coffee maker, coffee grinder, ) Food service equipment
(microwave, toaster, blender, refrigerator), Serving equipment (plates, glasses, etc.)
● Ingredients: 30,000
● marketing : 3,000 ( Facebook boosting, flyers,etc.)
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II. Company Overview
History
established last August 3, 2020 in the midst of covid 19 pandemic. The name Icebucks River and
Café inspired their child who named candy and the nickname is ice they came up with the idea to
name their restaurant as icebucks river and café. The owner was not able to pursue her career so
she decided to put up the business so that she will be able to take care of her child while working
since the shop is near to their house.
Mission: The company mission is to put up their dream business into reality; they have always a
dream of having to have a small coffee shop.
Vision: The company vision is to improve the everyday lives of those who love to drink coffee.
More importantly, it establishes the company's tone and makes it apparent that they're in the
market to provide low-cost, high-quality furnishings that fit everyone's lifestyle.
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Company Logo
Products
Icebucks River Café & kitchen offers the following product:
● Coffee
● Frappe
● Tea
● Soda
● Pony Milk Drinks
● Snacks (aloha burger, carbonara, nachos, crispy canton,..)
● Combo snacks
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Product Menu
Store design
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Floor area
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III. Industrial analysis
Competitive profile
established last August 3, 2020 in the midst of covid 19 pandemic. Mrs. Charmz Alonsabe the
owner put up this business as their “Kalingawan” and now it is one of a well known cafe in
alimodian. The target market of the business are the millennials, students, families and bikers
who enjoy being close to nature and want to relax. The café offers a wide choice of coffee,
drinks, and snacks for their customers to pick from.
There is a high concentration of market competitors within the area of San Rufino Alimodian.
Aside from Icebucks, there are also many coffee shops operating near the area. Because of the
presence of this numerous competitors that aim to compete for the same group of customers,
product differentiation and offering a unique store ambiance are necessary to a business to win
the long term loyalty of their customers.
S.W.O.T Analysis
The strength of the business is they have a lot of choices from their menu and have great tasting
food at a very affordable price. They have a nice location since it is an outdoor cafe. It has a
good riverside view which gives you a sense of calmness and peace.
The weakness of the business is not getting consistent supplies that result in menu items not
being available.
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The opportunity of their business is that they are the only outdoor cafe among their competitors
so they can generate more profit because more customers will choose a cafe that has a peaceful
ambiance.
The threat to their business is that there was an ongoing dike near the cafe so all of their kubo
will be removed and also the cafe will be moved backward.
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IV. Customer Analysis

Demographic Profile of Target Market
Icebucks River Café & kitchen serve the residents of Alimodian, Iloilo and the immediately
surrounding areas as well as those who work in Alimodian, Iloilo City.
The food that the company serves focuses more on the unique taste of frappe
and coffee.
The company really use the good quality kind of ingredients because they want to
level up their plate and food presentation not only to locals but also to different
people that would come in and out from their shop.
TARGET POPULATION 180,800
SQUARE MILES 55.92
POPULATION DENSITY 270
TARGET POPULATION BY AGE GROUP Percentage
Age 0-20 45%
Age 21-40 35%
Age 41-60 20%
Customer Segmentation
Icebucks River Café & kitchen target the following customers:
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1. Students: Icebucks is a relaxing spot for students to finish their homework and relax after
a long day of activities, examinations, and paperworks.
2. Families: Icebucks is a great spot for a family to get together and celebrate special
occasions like birthdays.
3. Bikers: Icebucks provide a relaxing and convivial environment for cyclists. On a lengthy
ride, a quick halt to eat breakfast and sip coffee.
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V. Competitive Analysis
Direct and Indirect Competitors
The following retailers are located within a Municipality and Town Proper of
Icebucks River Café & kitchen thus providing either direct or indirect competition for customers:
Hideaway Cafe
Hideaway Cafe is a coffee shop located in Town Plaza of Alimodian Iloilo.
The Hideaway Cafe will offer a variety of choices to the customers. Coffee, Frappe
and snacks of all sorts will be offered. The choices of coffee will range from
espresso to latte, sandwiches and burgers, pasta and noodles.
Icebucks River Café & kitchen several advantages over Hideaway Cafe including:
● Hideaway Cafe does not offer products, including pastries and meals made with organic
ingredients.
● Hideaway Cafe does not venture in offering a new menu to its customers and promoting
the tourism of Alimodian.
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VI. Marketing Plan
Ice bucks café gives good service and delicious food to serve to their customers that will always
remain to their minds that this café is nice to come back again and again. This café focuses on
their target customers who drink coffee, who need to relax and who need to rest like millennials,
students, families, bikers. The Ice Bucks Café provides the following services:
• affordable food and drinks to buy
• clean area to eat
• good quality of bahay kubo where you can relax
• a nice view to captured moments with friends
• open to all customers who needs to rest
Promotion strategy
Ice Bucks Cafe uses facebook for advertising their goods and services but most of their
customers who loved to stay at their café are the one who posted their experience to recommend
it to their friends and relatives. Ice Bucks Cafe plans to serve high quality coffee and snacks in a
trendy, comfortable atmosphere, their customer has a big help to them to catch the attention of
their target customer.
Action plan
Icebucks cafe will bring their cafe shop in reality and to achieve their main goal to bring the cafe
forever. The following are the process that they made:
● Developing their publicity and marketing plan
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● Provide proper training to their employees
● Monitor the progress of the cafe
● Build their team together to have a good service
Marketing mix
Product
The café offers affordable foods like a wide choice of coffee, other drinks, snacks, etc.
Place
Icebucks café was located at San Rufino St. Alimodian. This place has a nice location since it is
an outdoor cafe where you can see a nice view to relax and clear out your mind from a stressful
day.
Price
This café has an affordable price to offer for you as a customer.
Promotion
The Icebucks café has their own facebook account where you can visit and check if this place is
nice and also you can contact them to make a reservation.
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VII. Operational plan
Functional roles
The company must undertake a number of functions in order to carry out the Icebucks River
Cafe & Kitchen. This function includes the following:
Administrative function:
● Hiring and training staff
● Budgeting
● Managing inventory
● Ordering supplies and checking equipment regularly
● Ensuring that food safety and standards and regulations are maintained
Milestone
DATE MILESTONE
completed Investigate Inventory Turns
January 14, 2022 Social Media Programs
February 19, 2022 Monthly Review
May 20, 2022 Summer Marketing Programs
May 21, 2022 Summer Finance
May 31, 2022 Review Summer Inventory Plan
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VIII. Management Team
Owner: Charmz Alonsabe
Employees:
Ma. Bethil A. Alonsabe
Ade Miguel A. Ordañez
Ayesa Victoria A. Ordeñez
Gerald Kent Albeza
Health Protocols
Icebucks River Cafe & Kitchen Health Protocols are strictly observed this following:
● upgrading of cleaning and sanitation measures
● disinfecting surfaces and high-touch points
● Checking of temperature for all the staff and customers
● reinforcing protocols such as physical distancing
● Wearing of face masks
● Proper use and disposal of personal protective equipment
Food Hygiene
The following are the Food Safety Practices of Icebucks River Cafe & Kitchen:
● staff that handle and serve food undergo training about what items of food can and cannot
be stored close together.
● Staffs use apron, gloves, and hairnets when preparing food
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● Staffs wash their hands before preparing and handling food
● Ingredients and products are stored and labeled properly
● Frequently clean and sanitize surfaces including serving utensils, food storage containers
● They soak all the items they use in a hot water for a minimum of 30 seconds
● They ensure that all waste is disposed properly
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IX. Financial Plan

5-year Annual Income Statement
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
REVENUES
PRODUCT 130,000 180,000 210,000 230,000 270,000
A
PRODUCT 100,000 130,000 160,000 190,000 210,000
B
PRODUCT 80,000 85,000 100,000 130,000 160,000
C
PRODUCT 75,000 90,000 110,000 140,000 160,000
D
PRODUCT 70,000 80,000 95,000 115,000 125,000
E
PRODUCT 60,000 70,000 80,000 95,000 110,000
F
PRODUCT 50,000 60,000 75,000 90,000 100,000
G
PRODUCT 40,000 50,000 65,000 80,000 95,000
H
PRODUCT 35,000 45,000 60,000 75,000 80,000
I
PRODUCT 30,000 40,000 50,000 65,000 70,000
J
TOTATL 670,000 830,000 1,005,000 1,210,000 1,380,000
REVENUE
Expenses &
Cost
Cost of Good 180,000 195,000 245,000 280,000 285,000
Sold
Lease 0 0 0 0 0
Marketing 25,000 25,000 25,000 25,000 25,000
Salaries 164,250 164,250 328,500 328,500 492,000
Utilities 10,000 10,000 10,000 10,000 10,000
Other 6,000 6,000 6,500 6,500 7,000
expenses
Total expenses 385,250 400,250 615,000 650,000 819,000
& Cost
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EBITDA -10,000 150,000 230,300 250,000 240,500

depreciatio 7000 7000 7000 7000 7000
n
EBIT -20,000 130,550 220,300 235,445 230,335
Interest 0 0 0 0 0
Pretax -20,000 130,550 220,300 235,445 230,335
Income
Net -20,000 0 0 0 0
Operating
Cost
Income Tax 0 0 0 0 0
Expense
Net Income -20,000 130,550 220,300 235,445 230,335
Net Profit 2.98% 15.72% 21.92% 19.45% 16.69%
Margin
5 year depreciation
Depreciation
7,000 7,000 25,000
7,000 14,000 23,000
7,000 21,000 20,500
7,000 28,000 15,500
7,000 35,000 10,600
Total 350,000 3,000
COST OF
SALE
Yr1 Yr 2 Yr 3 Yr 4 Yr 5
Beginning 0 20,000 25,000 30,000 40,000
inventory
Purchases 200,000 200,000 250,000 290,000 290,000
Goods 200,000 250,000 295,000 350,000 360,000
available of
sale
Less. 20,000 25,000 30,000 40,000 45,000
Ending
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Inventory
Cost of 180,000 195,000 245,000 280,000 285,000
Good Sold
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Legal License & Permits
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Documentation
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27

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University of San Agustin

ICEBUCKS AND RIVER CAFE

Aaron, Mayrine Rose T.

Angelituf, Demie Bernard C.

Gregorios, Ghann Elmo G.

Panes, Aiza Marie P.

Tumaliuan, Arnylette Trizia T.

Armi Titular, MBA

I. Executive Summary 1-5

II. Company Overview 6-10

III. Industry Analysis 11-12

IV. Customer Analysis 13-14

VI. Marketing Plan 16-17

VII. Operation Plan 18

VIII. Management Team 19-20

IX. Financial Plan 21-23

and they serve good food with a cheap price.

comfortable atmosphere to their customers.

from 60-120 pesos.

millennials, students, families, and bikers.

this cafe as a pastime and at the same time to generate income.

success of the company in the future:

● Relaxing cafe atmosphere

● Legal expenses for obtaining licenses and permits: 7,000

● Store design/layout: 50,000

● Equipment: 60,000 ( Coffee maker, coffee grinder, ) Food service equipment

(microwave, toaster, blender, refrigerator), Serving equipment (plates, glasses, etc.)

● marketing : 3,000 ( Facebook boosting, flyers,etc.)

II. Company Overview

since the shop is near to their house.

dream of having to have a small coffee shop.

market to provide low-cost, high-quality furnishings that fit everyone's lifestyle.

● Pony Milk Drinks

● Snacks (aloha burger, carbonara, nachos, crispy canton,..)

III. Industrial analysis

drinks, and snacks for their customers to pick from.

the long term loyalty of their customers.

will be removed and also the cafe will be moved backward.

IV. Customer Analysis

surrounding areas as well as those who work in Alimodian, Iloilo City.

people that would come in and out from their shop.

TARGET POPULATION 180,800

SQUARE MILES 55.92

POPULATION DENSITY 270

TARGET POPULATION BY AGE GROUP Percentage

Age 0-20 45%

Age 21-40 35%

Age 41-60 20%

a long day of activities, examinations, and paperworks.

occasions like birthdays.

ride, a quick halt to eat breakfast and sip coffee.

Direct and Indirect Competitors

Hideaway Cafe is a coffee shop located in Town Plaza of Alimodian Iloilo.

espresso to latte, sandwiches and burgers, pasta and noodles.

the tourism of Alimodian.

VI. Marketing Plan

• affordable food and drinks to buy

• clean area to eat

• good quality of bahay kubo where you can relax

• a nice view to captured moments with friends

• open to all customers who needs to rest

their target customer.

forever. The following are the process that they made: