I.

Executive Summary

Truly Yours, Veggie were created to introduce the fun way to taste the veggies

that children hated the most. Kids and adults are the selected target market and if

reach the target profit the management were planning to expand its product and

services up to the extent. Truly Yours, Veggie serves the most adorable and

delightful pancakes along with its different shakes flavour that can caught the

attention of millennial. The management were planning to distribute its seven-carts

near at the target location which will be in theme park, schools and plaza where

people come and go. To be known at the market, social media account is one way

of promoting its product and giving away of flyers.

Once it is known and the target profit sales is achieved an expansion of services

will be created a physical store will be build where it includes health care, fresh

goods and of course the signature Truly Yours, Veggies’ pancakes.

II. Current Marketing Situation Analysis

1. Total Market

a. Compositions/ Size/ Market Segments

Truly Yours, Veggie is a new business there is no clients, or history to account

for. However the market structure is in monopolistic competition where a large

number of small firms compete against each other which sell similar, but

slightly differentiated products.

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 Market size for the first month of operation are estimated around 100 within the

range of kids and adults.

Market segment will be people who are near at schools, love to spend their

time at the park and plaza, any range of age, people who loves veggies and

those planning to be in a trend of healthy lifestyle.

b. User ship Patterns, Significant Buying Habits

The marketer forecast that the frequency of buying by consumer would be in

daily, weekly and monthly based on the needs and demand.

c. Growth/ Decline Pattern

The forecasted growth of market are those consumers who are health

conscious, advocate for healthy lifestyle and also if the decline for meat

products arose. Decline Pattern would be the high demand for grilled meat

restaurants and during holidays.

2. The Product/ Brand

Truly Yours, Veggie start at pancake mix with veggies along with milk shakes

and different kind of flavour shakes, selling their product using the seven food

carts located near at schools, park and plaza. At first the target market are the

kids and adults ranging at age of 5-12 who are students, children playing at the

park, some moms who want their kids to love veggies ,as we all know it is hard

for the children to let them eat a plain veggie. So the management decided to

give it a twist which is kind of attractive on the eyes of the little ones and surely

they will love because of its decorative presentation and of course it is pancake

and shakes, and some people who are looking for new and trendy.

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 Truly Yours, Veggie are planning to expand its services for its valued

customers and of course expansion of target market are included. To expand

its services a physical store will be built near at the High street, Bonifacio

Global City, walking distance to Market Market Mall. Building a physical store

for Truly Yours, Veggies’ signature pancake, management were planning to

make it convenient for the consumer that the store will include a health care

store, pancake store and fresh goods which is highlighted the vegetables and

the introduction of organic and natural products.

III. SWOT Analysis

Strength

 Business is located within the target market

 Ability to respond at the needs of the market

 Dedication of the staff

 Strong financial resources

Weaknesses

 No track record in business

 Limited number of consumer

 Product Awareness

Opportunities

 Expand its distribution network by entering the e-commerce

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  Entering the product delivery

 Potential for business expansion into other areas and/or franchising

 Creation of strong brand name

Threats

 Poor reputation of the industry in the areas of quality and reliability

 Existence of future competitors

 Geographically diverse market

IV. Goals and Objectives

Truly Yours, Veggies’ goal is to widely known at the market and introduce a healthier

lifestyle to the world.

Short- term Objective: To expand its distribution network around metro manila while

creating a strong brand position at the market.

Long-term Objective: Truly Yours, Veggie see its brand name already known at the

market and by that the management planning to expand its distribution network

outside metro manila to locally known at other provinces promoting a healthy lifestyle.

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 V. Marketing Mix Strategies and Programs

1. Product Development Program

Truly Yours, Veggie would like to introduce to the people that the pancake they loved

the most could be healthy in a way that it would be mixed by different kind of veggie

like malunggay, carrots and cabbage along with the flavour shakes made in berries or

veggie itself. The team want the people to live a longer, happy and richer life.

Truly Yours, Veggie is convenient to carry since the packaging inside the box that

serves as its packaging with the cup holder for your shake.

2. Pricing Program

The team want the made the product that can be afford by an average type of person.

Below are the list of pricing. Truly Yours, Veggie Pancake – in a cart.
Menu Price

Moringa Pancake ₱50.00

Orange Pancake ₱50.00

Green Pancake ₱50.00

Combo Meal

Moringa with shake ₱150.00

Orange with shake ₱150.00

Green with shake ₱150.00

*your choice of drinks… (Berries or Veggie)

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3. Sales and Distribution

The total sales collected by each cart would be consolidated at Truly Yours, Veggies’

office every end of the day.

4. Advertising

The management promote its product through giving of flyers on the people passing

by at the target locations and through printing of tarpaulins giving it to other stores or

to the tricycle drivers. And of course the social media account.

The following activities should be followed:

 1st week – Distribution of Flyers and leaflets

 Advertisement via Facebook and other social media account

 Opening Promo. Giving away of loyalty card for sticker collection

plus 5% discount for your companion (5% discount inclusive for

first 20 customers).

 4th week- Buy 1 take 1 combo meal

 Every 2:00-3:00 pm, combo meal of your choice.

 2nd month – Pancake promo

 Buy 2 combo meal get free pancake of your choice (First 2 weeks

of the month every noon until 3:00pm

 3rd month- Freebie Promo

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  Buy with your Grand Parents and get a freebie promo. Freebies

available until supply last

5. Media Plans

The management will create a social media account in Facebook, Instagram and

twitter to post its product and promote it the public.

Once it is known the team will create an own app for food delivery that it includes a

tips for healthy lifestyle.

6. Objectives/ Policies/Rules

At the grand opening, management will give away a loyalty card or card that you will

collect a stickers in every meal you will buy you can get a veggie sticker collection

and the freebies you may choose a carrot or cabbage shape stuff toys or it could be

reimburse with a meal too for free plus 5% discount on your companion.

Once the physical store is created same rules applied but it is based on the store

section it’s either in health care, fresh goods or the truly Yours, Veggies’ signature

pancake.

VI. Investment Plans

In this section the management discusses the financial assumption. To determine

whether the future industry will remain profitable through the existence of competitors

and unfavourable economic condition.

Initial Capital Requirements

The partners agreed to contribute an equal sharing of capital in amount of 50,000

pesos each.

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 Initial Capital Requirement

Partners Ratio Invested Amount

Janet Arañez 50% ₱ 50,000.00

Marlon Landicho 25% ₱ 50,000.00

Patriz Danielle Malabanan 25% ₱ 50,000.00

Total 100% ₱ 150,000.00

Cost and Expenses Schedule

Schedule 1: Purchase of Raw Materials

Item Quantity per Production Unit Price Amount

Monthly Yearly

Flour 4 sack 48 sack ₱ 840.00 ₱ 40,320.00

White

Sugar 1/2 sack 6 sack ₱ 350.00 ₱ 2,100.00

Butter 360 grams 4320 grams ₱ 5.00 ₱ 21,600.00

Oil 150 grams 1800 grams ₱ 2.14 ₱ 3,852.00

Egg 450 pcs 5400 pcs ₱ 4.16 ₱ 22,464.00

Berries 454 grams 5448 grams ₱ 200.00 ₱ 1,089,600.00

Malunggay 300 bunches 3600 bunches ₱ 2.00 ₱ 7,200.00

Carrots 10 kg 120 kg ₱ 40.00 ₱ 4,800.00

Cabbages 50 kg 600 kg ₱ 26.00 ₱ 15,600.00

Milk 10 liters 120 liters ₱ 92.25 ₱ 11,070.00

  Total ₱ 1,561.55 ₱ 1,218,606.00

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 Schedule 2: Salaries and Wages

Position Cost Per Month Cost Per Annual

Manager 4,000.00 ₱ 48,000.00

Vendor per Cart 2,000.00 ₱ 24,000.00

  Total ₱ 72,000.00

Schedule 3: Office Supplies

Item Quantity Price Annual Cost

Record Book 2 ₱ 80.00 ₱ 160.00

Official Receipt 30 ₱ 20.00 ₱ 600.00

Ball Pen 12 ₱ 5.50 ₱ 66.00

Bond Paper 2 ₱ 50.00 ₱ 100.00

Puncher 1 ₱ 65.00 ₱ 65.00

Stapler 2 ₱ 32.00 ₱ 64.00

Staple Wire 10 ₱ 7.00 ₱ 70.00

Fastener 1 ₱ 30.00 ₱ 30.00

Total     ₱ 1,155.00

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 Schedule 4: Packaging

Item Quantity Price Monthly Annual Cost

Paper Bag 35 ₱ 60.00 ₱ 2,100.00 ₱ 25,200.00

Box 30 ₱ 5.00 150.00 ₱ 1,800.00

Schedule 5: Promotional Expenses
Spoon and
Cost No. of months Annual Cost
Fork 40 ₱ 35.00 ₱ 1,400.00 ₱ 16,800.00
₱
Paper Cup 50 ₱ 25.00 ₱ 1,250.00 ₱ 15,000.00
Flyers 250.00 12 ₱ 3,000.00
      Total ₱ 58,800.00
₱

Tarpaulins 2,250.00 2 ₱ 4,500.00

    Total ₱ 7,500.00

Schedule 6: Equipment

Item Quantity Cost Annual Cost

Food

Cart 7 ₱ 10,000.00 ₱ 70,000.00

    Total ₱ 70,000.00

Statement of Cost of Goods Sold

Forecasted for the 1st Year of Operation

  2019-2020

Beg. Inventory  

Add:  

Purchases of Raw

Materials ₱ 1,218,606.00

Direct Labor ₱ 72,000.00

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Overhead:  

Packaging ₱ 58,800.00

Total Cost of Goods Sold ₱ 1,349,406.00

VII. Estimates of Profitability

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 Truly Yours, Veggie

Projected Demand and Sales for the Year 2019-2020

Demand 2019-2020

Moringa Pancake ₱ 10,500.00

Orange Pancake ₱ 10,500.00

Green Pancake ₱ 10,500.00

Milk Shake ₱ 10,500.00

Total ₱ 42,000.00

Sales  

Moringa Pancake ₱ 525,000.00

Orange Pancake ₱ 525,000.00

Green Pancake ₱ 525,000.00

Milk Shake ₱ 525,000.00

Total ₱ 2,100,000.00

Truly Yours, Veggie

Projected Cost for the Year 2019-2020

2019-2020

Cost 1,349,406.00

Total Cost 1,349,406.00

Truly Yours, Veggie

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 Projected Income Statement

For the Year 2019-2020

2019-2020

Sales 2,100,000.00

Less: Cost of Goods Sold 1,349,406.00

Gross Income 750,594.00

   

Less: Operating

Expenses  

Salary 72,000.00

Office Supplies 1,155.00

Promotional Expenses 7,500.00

Equipment 70,000.00

Total Operating ₱

Expenses 150,655.00

   
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 ₱

Income Before Tax 599,939.00

Less: Income Tax (25%)

** 79,984.75

   

Net Income 679,923.75

**Tax Computation (30,000 plus 25% excess over 400,000)

Income Before Tax: 599,939.00

25% Excess over ₱

400,000 199,939.00

25% Excess over ₱

400,000 49,984.75

Total Tax 79,984.75

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 VIII. Evaluation of Results

The management conclude that to reach the net income being projected for the first

year of operation the following target should be followed.

Target Demand of Pancake

Selling Price per pancake ₱ 50.00

Total pieces per month

(3500/4) 875

Total pieces per year 10500

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If the target quota for sales were reached or over what is expected. Truly Yours,

Veggie will remain profitable through the existence of competitors and unfavorable

economic condition.

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