Academic Year 2023 -2024

The Gunita Board Game Café

Andrei D. Espina

Professor: Danilo F. Marcelo Jr. , DBA

A thesis submitted
in partial fulfillment of the requirements for the degree of
Bachelor of Science in Information Technology
 Biographical Sketch

I am Andrei D. Espina, a second-year BS IT student at Universidad De Manila, driven by

a fervent passion for continuous learning and a profound interest in financial studies. My
educational journey commenced with a foundation in ICT at La Consolacion College Manila, a
phase that significantly molded my understanding of information technology. Presently, I am =
pursuing my undergraduate degree, seeking to merge my technical expertise with an
understanding of financial nuances.

My formative experiences, although brief, have left indelible marks on my path.

Engaging in Project SHAKE's EDM Survey and Earthquake Preparedness initiative for five
months not only honed my analytical skills but also instilled a sense of responsibility towards
community-driven projects. Moreover, my tenure as a service crew at a local McDonald's, while
a temporary role, instilled in me the essence of hard work, dedication, and the ability to thrive in
fast-paced, customer-centric environments. I prioritize the quest for opportunities that align with
my academic pursuits and offer the platform to contribute meaningfully. As I traverse this
academic and professional journey, my aim is to amalgamate technology and finance, utilizing
my skills, also to learn and grow. I aspire to make a significant impact through my work,
channeling my knowledge and dedication to contribute to the success of the organization I am
part of.

For the audience keen on understanding my trajectory, the pivotal events that have
shaped my life revolve around my educational pursuits, varied work experiences, and the
amalgamation of technology, finance, and customer service. While I might not have held
substantial leadership positions or received grand awards, my dedication, adaptability, and
commitment to learning and contributing make me a candidate poised to make a significant
impact in the chosen field.

ANDREI D. ESPINA
 Executive Summary

Gunita Board Game Café is an establishment that fosters a relaxing environment, offering

a unique cultural experience through games and culinary delights. Positioned in Intramuros, it

emphasizes the preservation and promotion of Philippine culture.

The Café’s Mission is to allow patrons to immerse themselves in Filipino heritage while

enjoying an array of activities. Besides offering games and reading materials, it serves comfort

drinks, including locally sourced coffee and along with a variety of pastries from the Philippines.

Targeting a diverse demographic encompassing children, teenagers, and adults. Gunita Board

Game Café acknowledges the presence of competitors in Metro Manila but aims to stand out

through exceptional service. Anticipating potential challenges, especially in financial aspects, the

café is committed to addressing these hurdles, ensuring the delivery of top-quality service and

experiences to its customers. Gunita Board Game Café's unique features include a variety of

games, a café design reflecting traditional yet modern Filipino vibes, free limited Wi-Fi access,

and an exclusive range of Filipino pastries. The centerpiece is the Baybayin Game Collection,

consisting of three innovative board games tailored to Filipino culture and tradition, such as

Baybay Bugtong, designed with indigenous references and folklore.

This summary outlines a business poised to provide a distinctive cultural experience,

addressing a diverse customer base, navigating competitive challenges, and employing a unique

game collection to engage patrons in Filipino heritage and traditions.

 TABLE OF CONTENTS
COVER PAGE ……....…………………………………………………….... i
BIOGRAPHICAL SKETCH ……………………………………………………… ii
EXECUTIVE SUMMARY ……………………………………………………… iii
TABLE OF CONTENTS ……………………………………………………… iiii
CHAPTER
1. BUSINESS DESCRIPTION
a. Business Opportunity
b. Business Model
c. Mission
d. Vision
e. Proposed Entry Strategy and Timeline of Events
f. Product Research and Development
2. RESEARCH METHODOLOGY
a. Slovin Formula Discussion
b. Questionares
c. Survey Analysis
3. Market and Industry Analysis
a. Market Analysis
b. Industry Analysis
c. Historical Demand
d. Projected Demand
e. Market Share Identification
4. Marketing Plan
a. Target Market
b. Positioning Strategy
c. Marketing Objective
d. Product
e. Price
f. Distribution
g. Promotions and Advertising
 I

Business Description

Business Opportunity

Gunita Board Game Café, Gunitá - which denotes memory or reminiscence in the

Filipino language - embraces the essence of promoting Philippine culture and traditions through

its setting in Intramuros. It aims to be a memorable part of every visitor's experience,

symbolizing a haven for cultural immersion and leisure.

Business Model

Located at the crossroads of Postigo St. and Arzobispo St. in Intramuros, Gunita Board

Game Café offers an experiential haven where patrons can relish a relaxing atmosphere. The café

houses a diverse collection of board games, including the Baybayin game collection, fostering an

environment that promotes and preserves Filipino culture. Complementing the games, an open

shelf offers books for customers to peruse while enjoying their beverages. Emphasizing the local

roots, the café sources its coffee beans and grounds locally and offers a variety of pastries from

both local and international origins.

Mission

- Encourage appreciation of Filipino culture in an engaging and rewarding manner.

- Highlight the richness of the Philippines' offerings.

- A venue where Filipinos can savor products while embracing their cultural heritage.

- Attract and become a haven for coffee enthusiasts and patrons.

 II

Vision

To become the premier café in Metro Manila, setting the standard for cultural

appreciation and leisurely experiences.

Proposed Entry Strategy and Timeline of Events

Gunita Board Game Café aims to establish itself as the go-to place for cultural

immersion and leisure in Metro Manila. The location in Intramuros, a historically rich area,

serves as a strategic entry point. The timeline involves a phased approach, commencing with a

meticulous setup of the café ambiance, procurement of gaming collections, and a phased

marketing campaign to create buzz and anticipation.

Product Research and Development

The creation of the Baybayin game collection and the curated selection of books aim to

introduce customers to the rich heritage of the Philippines. The sourcing of local coffee beans

and producing quality comfort drinks aligns with the cafe's mission to intertwine cultural

experiences with a relaxing environment. The business opportunity offered by Gunita Board

Game Café not only caters to entertainment but also positions itself as a cultural ambassador. Its

unique selling proposition of merging leisure, cultural exploration, and quality refreshments sets

it apart in a competitive market. The cafe anticipates challenges, particularly in the financial

realm, but is committed to overcoming such hurdles while maintaining its dedication to quality

service and an authentic cultural experience for its cherished patrons.

 III

Research Methodology

In the realm of business entrepreneurship, the concept of problem-solving is fundamental

to achieving success. A key component in this process involves the application of formulaic

approaches to address challenges and capitalize on opportunities.

One prevalent formula used is the Problem-Solving Formula, commonly known as the

PDCA (Plan-Do-Check-Act) cycle. This model provides a structured framework for identifying,

addressing, and rectifying issues within a business setting. The cycle begins with planning,

followed by the implementation or execution phase (Do), then the critical evaluation and analysis

(Check), and finally, the adjustments and improvements (Act). Entrepreneurs who effectively

utilize these problem-solving formulas empower themselves to navigate uncertainties, minimize

risks, and optimize operations. By systematically diagnosing issues and applying these structured

problem-solving methods, entrepreneurs can streamline operations, enhance product or service

quality, and maintain a competitive edge in dynamic market environments.

In a business plan, the incorporation of such problem-solving methodologies not only

underscores the entrepreneur's readiness to address challenges but also demonstrates a proactive

approach to innovation and continuous improvement. It highlights the entrepreneur's

commitment to adaptability and responsiveness, vital qualities in the ever-evolving landscape of

entrepreneurship.
 IV

Questionares

1. Do you want to visit a café that supports and promotes Filipino culture through

games, food, and a relaxed ambiance?

2. Would you go to a café that provides a selection of board games based on Filipino

culture and mythology?

3. Do you prefer the concept of drinking comfort drinks such as locally produced coffee

and chocolate while playing board games?

4. Are you likely to visit a café that serves pastries from the Philippines as well as other

countries?

5. Is the idea of a café with free limited Wi-Fi interesting to you?

6. Would you consider visiting a café that interior design seeks to convey a classic yet

modern Filipino vibe?

7. Do you want to try the Baybayin Game Collection, which includes creative board

games that appreciate Filipino culture and tradition?

8. Do you like the idea of a café that caters to a wide range of customers, including

children, teenagers, and adults?

9. Are you drawn to the concept of a café focused to providing outstanding service in

the face of possible challenges or competition in the area?

10. Would you like to go to Gunita Board Game Café when it opens in Intramuros,

Manila?
Survey Analysis
 Market and Industry Analysis

Market Analysis

Based on demographic factors including age, income, and occupation, the target market

is divided into segments. The Gunita Board Game Café aims to bring in customers with average

to considerable income levels who are primarily between the ages of 18 and 40. Young adults,

who currently comprise barely 4% of the US population, are the only age group whose self-

definition as middle class has declined since 2008. Additionally, in 2012 (39%), these young

adults are more likely to identify as belonging to the lower class than they were in 2008 (25%).

The proportion of young adults who

self-identify as lower class is actually

statistically no different from the proportion

who identify as middle class, despite the fact

that the middle class proportion was double

that of the lower class in 2008. Pew Research

Center. (2012, August 22). Chapter 2: Middle-

class demographics. Dimock.

Using Albert et al. (2015)'s slightly

revised definition of the middle class, we find that an important percentage of Filipinos are

middle class in 2015. The middle class comprises around 40% of the total population.

Nonetheless, the majority of Filipinos (58%) continue to be low-income individuals. J. R. Albert.

(December 2018,). Profile of the Middle Class. Profile and Determinants of the Middle-Income

Class in the Philippines.

This information could influence pricing tactics, service offerings, and marketing

approaches in both contexts to cater to the identified target market's financial inclinations and

desires. Understanding the different socioeconomic backgrounds and views of various age

groups will be important when developing the Gunita Board Game Café's business strategy to fit

the expectations and financial abilities of its intended customers.

Historical Demand

Comprehending the change in defining oneself among young adults in the United States,

particularly about the decreasing self-definition as middle class and the increasing identification

as lower class, offers valuable insights into the changing financial situations and views of this

demographic. This information can help evaluate this age group's historical desire for ways to

spend time as well as their ability to spend. It helps forecast possible shifts in customer

preferences and behaviors and provides crucial background for demand analysis of prior periods.

Projected Demand

Future buyer preferences can be determined through statistics on their identity, changes

in financial situation among young adults in the country, and the demography of the Filipino

community. It helps in planning the need for the goods and services that the Gunita Board Game

Café provides. The specified target market's spending capacity and future demands can be

predicted by analyzing the ways in which income views are shifting among various age groups.
Market Share Identification

The market share potential for the café may be determined with the help of data on the

percentage of the population in the Philippines that falls into the middle class and the shifting

socioeconomic status of young adults in the United States. It assists in determining the

percentage of the market that, given their income levels and age demographics, would be made

to the café's services. Understanding the possible market share that the café might achieve in

both scenarios is made easier with its utilization of this information.

Industry Analysis

The growing demand for unique coffees and reasonably priced convenience has caused

the coffee shop industry to expand more quickly than most other industries. Operators will

probably also keep stimulating customers' attention by adapting their menu selections to suit

shifting consumer tastes.

Starbucks is one of the most prosperous franchises worldwide, both directly and

indirectly. Starbucks is a competitor. A coffee lover can profit from their scalability, franchise

assistance, and multiple locations. Each of their locations has a drive-thru and several staff

members who can provide prompt and cordial customer service. Located in the university area is

Honey Bee, another local Austin coffee business. They have a large variety of teas and tea

products in addition to a cuisine that is mostly unchanged. Additionally, there are several local

cafés throughout the Philippines that competitor the Gunita Board Cafe. Lavinsky, D. (2023,

June 5). Coffee Shop Business Plan Industry Analysis - PLANBUILDR

The list that follows is an overview of Gunita Board Game Café's competitive advantage:

 Cultural Experience and Differentiation: The café's focus on games tailored to Filipino

culture, a café design reflecting traditional yet modern Filipino vibes, and an exclusive

range of Filipino pastries. This distinct cultural aspect differentiates Gunita Board Game

Café from standard coffee shops and cafes, attracting a diverse.

 Innovation and Exclusive Game Collection: The centerpiece Baybayin Game

Collection is a key differentiator. It includes innovative board games designed with

indigenous references and folklore, creating an exclusive offering that cannot be easily

replicated by competitors. This not only enriches the cultural experience but also

establishes a unique selling point for the café.

 Limited Free Wi-Fi Access: The café provides free Wi-Fi for a limited time,

encouraging customers to share their experiences. However, the limitation on Wi-Fi

usage is intentional, as the primary focus is on promoting social interaction through board

games and quality time spent with loved ones, distinguishing it from cafes primarily

catering to digital connectivity.

 Marketing Plan

Target Market

The target market is segmented based on demographic factors such as age, income, and

occupation. The café, Gunita Board Game Café, aims to attract customers predominantly aged

between 18 to 40 with moderate to higher income levels. This age group generally has a

propensity for board games and social gatherings. The café targets the local market in Manila,

Philippines. This geographic focus allows for a concentrated approach in a specific area to

establish a local customer base. The café aims to attract individuals interested in board games,

community engagement, and an experience that reflects Filipino culture and traditions. This

psychographic focus is directed towards individuals seeking social interaction and unique

cultural experiences.
Positioning Strategy

The positioning strategy is to create a unique, culturally immersive board game café

experience in Manila. By infusing elements of the Philippines' culture into the café environment

and offerings, it aims to distinguish itself from typical cafes and board game venues.

Marketing Objective

The increase the number of customers visiting the café by 30% within the upcoming year.

Specifically, the aim is to achieve a 15% increase in the first 6 months by using different

marketing plans to attract the specific group of people we have identified as our main customers.

Product

The café offers a variety of board game selections that are intermingled with particular

traditions of the Philippines. Furthermore, the café serves three cup sizes—Nuno, Diwata, and

Kapre—as well as a variety of pastries. Pandesal, Ensaymada, Pan de Coco, Monay, Kababayan,

and Hopia are among the breads included in this selection.

Price

The café offers three cup sizes (Nuno, Diwata, Kapre) priced at 50, 75, and 100

Philippine pesos. With along with pastries, the pricing policy below is designed to cater to

diverse customer preferences and affordability while ensuring profitability:

Distribution

Strategies like flyers, infomercials, and website reservations contribute to efficient

distribution and accessibility of the café's offerings.

Promotions and Advertising

Utilizing social media, websites, infomercials, flyers, newspapers, and magazines

advertising caters to various customer and maximizes publicity and engagement.

STRATEGY DESCRIPTION BUDGET PERIOD OF

IMPLEMENTATION:

Social Media A strategy involves 20,000 Accounts (Permanent),

utilizing social ads (May to June 2024)
media platforms like
Facebook and
Instagram to engage
potential customers.
This includes
creating accounts
under the name
"Gunita Board Game
Café" to share
updates about the
café, its events, and
incorporate elements
of Filipino culture
and traditions.
 Websites The website aims to 30,000 Permanent
facilitate customer
reservations for the
café while also
providing
information and
details about the
café's products and
offers for visitors to
browse.

Infomercial To be aired on 900,000 May to July 2024

national televisions
and different social
media platforms.

Newspapers/ To be featured in 50,000 May 2024

magazines the different
famous newspaper
and magazine
brands in the
Philippines.