EXECUTIVE SUMMARY

Since the municipality has only one coffee shop, there is

in need of a café that serve the residents and people that work
in the area. Ann’s Coffee Shop is dedicated to becoming the
one-stop-shop for all local coffee addicts. It will serve as a
placed for comfort and relaxation for anyone looking to slowly
escape from the daily struggles.

Ann’s coffee shop will provide and serve a heartwarming coffee

and other similar products continue to grow located at Prk.
Daruhan, Central, Tarragona, Davao Oriental. Ann’s Coffee
shop will continue to build and returning customer base. Ann’s
coffee shop will ensure that its customers have the most
relaxing and best experience while they sip coffee, consume
delectable pastries, and enjoy the comfortable furniture with
free internet access. Ann’s Coffee shop main competitor is
_____ the success of one’s coffee shop is the services it offers
to its customers. The main marketing focus is the breathtaking
view of the place, the very entertaining and accommodating
staff, the eye catching signage and the different advertisement
where it boosts the name of the coffee shop.

THE COMPANY
Ann’s coffee shop will be constructed to serve the people
especially the Mandaya by letting them experience what Ann’s
coffee shop can offer. It will offer a variety of choices to the
customers, cappuccinos, lattes, espressos, regular coffee, tea
and the best seller native coffee.
Ann’s aims to create a unique and relaxing experience for all of
its customers while simultaneously providing an array of
different products. Its goal is to start the coffee shop by April
28, 2023, with the owner,___________, as coffee artist and
manager with the help of her partner and the partime
employees. The coffee shop expecting a sales revenue of
about $250, 000 in its first year.

PRODUCTS

Ann’s coffee shop will pride itself on offering not only the best
coffee but also the best pastries in the local area. All of our
ingredients will be of highest quality to ensure peak flavor and
quality standards.
The coffee shop will be focusing on the needs of all the
customers with a build your own drink style of service. We will
be offering a large number of toppings and other items to
include in the products to create the customer’s desired taste.
This toppings and other items will include things such as milk,
caramel, whipped cream, a variety of coffee creamers and
other similar products. In addition, all coffee will be made black
with a basic coffee machine and the barista will then follow the
desired orders of the customer as to what they want in their
drink. They will also be drink idea on the menu to help
customers who are not experienced in the coffee world.

PRODUCTION

Production of coffee shop is projected to begin on April 28,

2023. The ingredients will be ordered from a trusted supplier
every month. Rent will be P5,000.00 per month with utility costs
of approximately P10,000.00 per month. All coffee will be made
black with the basic coffee machine and the coffee artist will
follow the suggested order of the customer. The order will take
15 minutes or less depending on the order.

The storefront will open at 6:00 AM and close at 6:00 PM

Monday through Friday. Saturday hours will be 6:00 AM to 4:00
PM for sales only. Part time employees will work the counter
and assist with the customer’s order during peak hours while
the barista will be the one making the desired coffee of the
customer.

MARKET

Coffee is the drink of choice for many people across the world.
Every morning millions of people rely on their morning fix to get
going for the day. Growth rate is of the market is around 20%
annually and is expected to remain in double digits over the
next decade. Ann’s coffee shop will build it in front of the
Municipal Park of Tarragona, Davao Oriental. It has lot of space
to parking and is easily accessible from the road. The taste of
coffee will attract people’s interest in coming.

COMPETITION

*
-Ann’s Coffee Shop competitor. The café currently has a
customer since it’s the only café being built in the municipality.
Its location is at Poblacion where there are lots of offices and
business located. However, the customer will feel more
comfortable and relaxed at Ann’s Coffee Shop since it has a
beautiful view and wide space for the customer.
MARKETING

Ann will focus most of its marketing activity on the millennial

generation, who, studies show spend the most coffee products
outside of the home. As a result, we will need to focus a
significant amount of resources to try to draw their attention
specially sooner there will be college school in the municipality.
Since the millennial generation being considered the greatest
spenders on coffee products outside of the home, Ann will be
focusing much of its advertising on the local millennial
generation. This will include a large number of internet based
advertisements such as; Facebook, Instagram, Twitter, and
other social media site to draw their attention. Ann will also
advertise healthier options for its products to help draw in
people who are more concerned about living a healthy lifestyle
compare to others.

RISKS

The major risk of these business is the seasonality of the

customer. Ann’s Coffee Shop will see to it that there will be
remedies if this happens. The company will market itself whole
year round to get the attention of the customer. Ann’S Coffee
Shop will also cater on-call orders and delivery to ensure the
income during the slow fall season. Unless strong demand
shows a need, labor will be eliminated in the slower seasons
and advertising will be minimal. When the company will have
an increasing profit before Christmas, Ann’s Coffee Shop will
have a promo and free gifts for the customer.
FINANCES
(Personal Income Statement removed for privacy.)

Start Up Costs
Equipment P150,000.00
Materials P100,000.00
Rent (2 Months) P10,000.00
First Month Water P4,000.00
and Electricity Fee
Signage, P20,000.00
Stationary, etc.
Advertising Fee P5,000.00
Supplies P100,000.00
Revolving Fund P86,000.00
Total Start Up Cost P475,000.00

-The retail company is in the process of securing financing to

start the business. The owner currently has P200,000.00 and is
looking for P275,000.00 for additional capital.

OPERATING COSTS

Payroll
Two-part time employees will be hired to start working on
opening day. They will be paid 250 per day, and will work 30
hours per week at their vacant schedule since they also a
college student. Wage expenditures will be P4,000.00 a month.
Rent
the rent of the building is 5,000 per month since it is well
constructed and its position is along the road.

Utilities
Water and Electric bills pays estimated monthly will be
P4,000.00 considering the uses of water and the electric
equipment.

Advertising
Ann’s Coffee Shop will run an advertisement at 97.5 Spirit FM
Tarragona and 97.5 Spirit FM during opening week. Another
online advertisement will run upon the opening day. Total
advertisement expenditures will run P5,000.00.

Repair and Maintenance

The estimated maintenance cost for the first month is
P2,000.00. After the first of the year maintenance estimates are
reduced to P1,000.00 a month.

Insurance

A Business Owner's Policy, covering contents, liability, and

some loss of income, will cost P10,000.00 a year for Ann’s
Coffee Shop. Worker’s will also contribute P100.00 for every
P4,000.00 paid every month for their health insurance.
Taxes and Licenses
The company has budgeted P10,000.00 a year on
miscellaneous taxes and licenses.

General Supplies
General supplies will consist mainly of disposable coffee cup
which cost P2.00 each, tissue paper P15.00 per bag. These
price has been included in the cost of the coffee and pastries.

Professional Fees
Professional fees after startup will be kept to a minimum. The
proprietor will perform all the necessary filing and bookkeeping
chores required except year-end tax filing and calculation of
depreciation.

Miscellaneous
Ann’s Coffee Shop has budgeted P10,000.00 per month to
cover
INGREDIENTS AMOUNT
Coffee P1,500.00/kilo
Toppings P1,000.00/kilo
Coffee Creamer P500.00/kilo
Pastries P5,000.00
Sugar P60.00/kilo
TOTAL P8,060.00
miscellaneous expenses.
SWOT ANALYSIS
STRENGTHS
- Optimistic Brand Attitude
- Reasonable Prices
- Excellent Customer Service
- Quality Product/Service
- Human Resource
- Wide Variety of Coffee and
Drinks
- Work Values
- Team Work
- Active and motivated staff
- Home-made treats
OPPORTUNITIES
- Job Opportunity
- Catering
- Utilizing Technology
WEAKNESSES
- Increasing cost
- Competition
- High Initial Investment
- Limited Market Share
- Capital and Profit
- Manual System
- Market Research Data
THREATS
- Price Competition
- Expensive Supplier
- Limited Profit
- Cash Flow Issues
- Competitor
 JOB DESCRIPTION ORGANIZATIONAL CHART

JOAN LUNAY
CHIEF EXECUTIVE OFFICER
lunayjoan@gmail.com l
09663529888

NATHALIE LIHEANNE
LOM-OC
EXECUTIVE SECRETARY
nathalieliheannelom-
oc@gmail.com l 09265386401

JOLINA BANDIRA JERWIN ELICIO JERICO ESCLITO

VICE PRESIDENT VICE PRESIDENT VICE PRESIDENT
OF MARKETING OF SALES OF PRODUCTION
bandirajolina@gmail. eliciojerwin@gmail.c esclitojerico@gmail.c
com l 091825636673 om l 097467892653 om l 097465328910
JOB DESCRIPTIONS

•Joan Lunay
*Chief Executive Officer (CEO)
-She is responsible for making major corporate decisions in the
coffee shop, managing the overall operations and resources of
a coffee shop and her role also includes acting as the main
point of communication of its team. She is also the one that
creates, plans, implements, and integrates the strategic
direction of its organization. In general, her responsibilities
include: Creating, communicating, and implementing the
organization's vision, mission, and overall direction, Leading
the development and implementation of the overall
organization's strategy, Soliciting advice and guidance, when
appropriate, from her team, Formulating and implementing the
strategic plan that guides the direction of the business or
organization, Overseeing the complete operation of an
organization in accordance with the direction established in the
strategic plans, Evaluating the success of the organization in
reaching its goals and Looking at potential acquisitions or the
sale of the coffee shop under circumstances that will enhance
shareholder value. Leading, guiding, directing, and evaluating
the work of other executive leaders, including presidents, vice
presidents, and directors, depending on the organization's
reporting structure, is also part of his job.
•Nathalie Liheanne Lom-oc
*Executive Secretary

-She is responsible for organizing all activities of a top

executive. A few of her main duties are organizing necessary
meetings, planning events, developing a long term schedule,
and managing the executive’s phone calls. It might also
includes maintaining executive’s agenda and assist in planning
appointments, board meetings, conferences etc. Attend
meetings and keep minutes, receive and screen phone calls
and redirect them when appropriate, handle and prioritize all
outgoing or incoming correspondence (e-mail, letters, packages
etc.) Make travel arrangements for executives, handle
confidential documents ensuring they remain secure, prepare
invoices or financial statements and provide assistance in
bookkeeping, monitor office supplies and negotiate terms with
suppliers to ensure the most cost-effective orders, maintain
electronic and paper records ensuring information is organized
and easily accessible and conduct research and prepare
presentations or reports as assigned.

•Jolina Bandira
*Vice President of Marketing
-She takes in charge of a company’s marketing team. She
handles strategic brand management, review budgets, set
goals, conduct market research, and help maintain an
appropriate image of the company. One of her responsibilities
includes analyzing existing branding and marketing strategies
and improving upon them. Leading a capable marketing team
and delegating tasks fairly, preparing and reviewing monthly,
quarterly, and yearly budgets, and allocating resources
appropriately, reporting to the company director or the business
owner, conducting market research and implementing new
strategies based on findings, monitoring industry trends and
scheduling meetings to share new information with the team,
setting daily, weekly, monthly and yearly targets, and
implementing various incentives to ensure they are achieved,
closely monitoring competitors’ successes and failures and
learning from them, supervising marketing events and launches
and using these spaces to network with industry professionals
and assisting with the recruitment, training, and onboarding of
new staff.

•Jerwin Elicio
*Vice President of Sales
-He oversees and direct the sales teams or departments to
meet or exceed sales revenue and contribute to the overall
profitability of the companies they work for. His responsibilities
might includes working with the marketing department to design
print and online promotional materials for the company's
products and services. Identifying where improvements can be
made and developing sales plans and strategies to achieve
sales goals, recruiting and hiring sales staff and developing
training programs, managing sales teams and maintaining
sales operations, outlining and managing sales budgets, setting
quarterly and annual sales goals and motivating the sales
teams to achieve their goals, monitoring the market and
competitor products and activities and providing detailed sales

forecasting, reviewing customer activity, anticipating consumer

needs, and improving customer satisfaction, creating sales
reports and providing feedback to the leadership team at
company meetings and establishing and maintaining key
customer relationships.

•Jerico Esclito
*Vice President of Production
-He plans, directs and coordinates the development and
manufacture of all products made by its company. Some of his
responsibilities include but are not limited to: Responsible for
the profit of farming operations. Supervise operations, from
ground preparation, growing the crops, and including harvest.
Work with Mangers to enhance decisions related to plant
nutrition, irrigation rates, spray programs, and harvest
efficiencies.