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Luntian Oh!Chips! Tofu

Feel that Oh-mazing Crunch and Goodness!

Business Plan Project presented by Senior High School

Students of Pamantasan ng Cabuyao (UC)

MEMBERS:
Calano, Cherish Joane
De Mesa, Ericka
Mangubat, Abram Daniel
Martinez, Mackenzie
Palma, Jianna Ashanti
Pantonia, Phoebe
Sison, Anne Margaret
Uri, Cristine Jhen
Vila, Sophia Yvette
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TABLE OF CONTENTS

I. CHAPTER 1: BUSINESS DESCRIPTION……………………………… 4

A. Vision and Mission Statement.…………………………………………… 4

B. Business Overview or Business Concept………………………………… 4
C. Products and Services……………………………………………………… 5
**Logo and its Description...................................................................... 5

II. CHAPTER 2: MARKET SEGMENTATION……………………………….. 6

A. Market Characteristics………………………………………………………. 6
B. Target Customer Profile…………………………………………………….. 6
Demographic Profile
Geographic Profile
Psychographic Profile

III. CHAPTER 3: COMPETITOR ASSESSMENT....................................... 10

** Competitor’s Description .................................................................. 10
A. SWOT analysis over your direct competitor. ......................................... 11
B. SWOT analysis over your internal and external environment................. 14

IV. CHAPTER 4: MARKETING PLAN.......................................................... 17

A. Production and Services......................................................................... 17

B. Packaging............................................................................................... 18
C. Pricing..................................................................................................... 18
D. Distribution.............................................................................................. 19
Place
Positioning
E. Promotion............................................................................................... 20
Advertisement:
Print Advertisement: Brochure; Flyers
Internet Advertisements: Web Design
Social Media Marketing
Content Marketing
Sales Promotion:
Direct Marketing:

V. CHAPTER 5: OPERATING PLAN......................................................... 25

A. Ownership and Management................................................................. 25

Organizational Structure
Hiring and Disciplinary Procedure
Work Policies
Form of Ownership

B. Resources and Production..................................................................... 24

Resources:
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Capitalization
Manpower
Raw Materials
Supplier
Physical Store
Production Process

C. Legal Issues............................................................................................ 36
(All legal permits & contracts)

VI. CHAPTER 6: FINANCIAL PLAN............................................................ 50

A. Pro forma Balance Sheet

B. Pro forma Income Statement

VII. CHAPTER 7: EXECUTIVE SUMMARY.................................................. 53

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CHAPTER 1: BUSINESS DESCRIPTION

A. Vision and Mission Statement (Pantonia)

Mission:
As a product line that promotes a healthy and sustainable lifestyle, Luntian is
dedicated to crafting a diverse range of organic and natural products that nourish
both body and soul. The company strives to promote healthy and sustainable living
through a selection of healthy and delicious products aligned with nature's rhythms.
Above all, Luntian aims to inspire and empower individuals to make informed
choices for their well-being and the planet's health, fostering sustainability and
environmental consciousness in every facet of its business.

Vision:
A recognized producer in the organic and natural goods industry which
provides high-quality products that resonate with conscious consumers worldwide.
The company aspires to make sustainable living accessible and appealing,
contributing to both personal well-being and the planet's health. Luntian's vision is a
future where "Naturally Yours for a Healthier You" becomes a reality, leading to a
greener and more vibrant planet for generations to come.

B. Business Overview. (De mesa)

Introducing Luntian Tofu Oh!Chips!, a healthy snack that will satisfy every
Filipino taste. Founded by Luntian in the heart of the Philippines, specifically in the
City of Cabuyao Laguna. The Luntian company provides different flavors of Tofu Oh!
Chips! that you can choose from. These snacks are created from the natural,
freshness, and soft richness of tofu and are completely free from artificial additives.
Furthermore, the role of the Luntian company is not only to bake and sell
healthy snacks. As we are on a mission, our commitment is to promote healthy
lifestyles among all Filipinos and we employ snacks to produce golden, crisps and
healthy chips that can contribute to everyone’s journey to a healthier life.
At Luntian, we believe that through our products, we can transform each one
of Pinoy's into a healthier version. And our vision extends to promoting a healthier
and happier community for everyone.

C. Products and Services. (Uri)

Luntian Tofu Oh!Chips! is a new and innovative snack that offers consumers
satisfaction and health benefits in a delicious and convenient way. It is made with
fresh, high-quality tofu and is baked, not fried, using less oil compared to other chip
products. This results in a healthier snack that is low in fat and calories, but still has
a delightful crunch and savory seasonings.
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On account of that, this is a perfect

snack for people of all ages who are
looking for a satisfying and delicious
snack with natural flavors such as
sea salt (original), and honey butter.
In addition to being a healthier snack
option, Oh!Chips! Tofu offers a
snacking choice for those
consumers seeking convenience. Its
zip-lock feature provides utmost
convenience, allowing consumers to
easily seal and store the product
anytime and anywhere.
Moreover, its sustainability by
utilizing biodegradable kraft paper
packaging, an eco-friendly
alternative to conventional plastics.
This ensures not only a delightful snacking experience but also contributes a greener
cause for a greener planet.
The googly eyes on the Luntian Oh!Chips! Tofu logo are a fun and playful way
to represent the word "Oh!". The eyes are also a way to add personality and
character to the logo, making it more memorable and engaging. This is likely to
appeal to a wide range of consumers, including
children and adults. Hence, when you open a
bag of Luntian Oh!Chips! Tofu, let the googly
eyes guide you on a journey of discovery. Let
them show you the world of healthy snacking.
Furthermore, the Luntian logo is a simple
yet effective design that conveys the brand's
commitment to nature. The letter L is extended
to form a green leaf, which symbolizes the
brand's focus on plant-based and sustainable
products. The color green is also associated
with freshness, health, and vitality, which are all
values that Luntian embodies.
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CHAPTER II: MARKET ANALYSIS

A. Market Characteristics. (Sison)

In the Philippines, snacks hold a special place as comfort food and a diverse
combination of tastes and flavors, especially in today's generation. It's within this
context that Luntian Tofu Oh!Chips! steps up to redefine the chip experience. It's
more than just a tasty treat; it offers a nutritionally strong option, similar to other
savory chips. Crafted with a focus on health, this snack finds a notable place among
various age groups, including children, adolescents, adults, and even senior citizens
as it is freshly baked, made from pure tofu and natural flavors, and contains no
additives. Furthermore, Luntian's appeal extends to those following a healthy lifestyle
and individuals who are physically active, and maintaining a balanced diet, allowing
them to savor nourishing snacks without compromising their preferences.
According to a survey by Statista Research Department (2023) conducted in the
Philippines, around 24.83% of respondents reported making online purchases at
least once a month. Given this trend, The team has made a strategic decision to
establish their store online, aligning with the preferences of a significant portion of
the market. Establishing an e-commerce presence allows them to reach a wider
audience. This decision is motivated by more than just drawing health-conscious
individuals who prioritize their dietary choices and show a keen interest in natural
products; it also reflects a genuine desire to connect them with nature by offering
consumers a convenient way to explore organic and eco-friendly alternatives.

Apart from overseeing online marketing, the chosen manufacturing location in Sto.
Nino, Executive Homes, Barangay Tres (Poblacion), Cabuyao City, Laguna will play
a significant role. It will serve as the central hub for all transactions, ensuring efficient
processing and timely deliveries. Its strategic proximity to major delivery carriers like
J&T Express and LBC Express ensures swift and reliable shipment handling further
enhancing the overall efficiency of the process.
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B. Target Customer Profile – Market Segmentation.

Demographic Segmentation: (Vila)

Age: The product Oh!Chips! is designed for children aged five (5) and above taking
into consideration the risk of contraction, for children under four (4) years old.
Children who are five years old or older can consume the product since they are
capable of chewing it well.

Gender: The product Oh! Chips is designed to cater to individuals of all gender
identities, including LGBTQIA+ individuals. The company ensures that every gender
receives considerate treatment when using our product.

Income Level: The product Oh!Chips is designed for individuals. People in their 20s
typically have an income ranging from ₱12,082 to ₱24,164. The same goes for
adults, in their 30s to 40s and older adults in their 50s to 65s. Meanwhile seniors
who are 65 years old and above also fall into this income bracket. These individuals
have money to afford the product as they belong to either the middle income class
(earning between ₱24,164 and ₱48,328) or the affluent class (earning ₱241,640 and
above).

Education: The product Oh!Chips is designed to cater to a range of needs starting

from young children aged 5 to 6 years old , in kindergarten all the way up to young
adults and adults aged 18 to 23 in college. The company takes into consideration the
risk of choking that exists among preschool children, specifically those, between 1
and 4 years old.

Religion: The anticipated religious affiliation for the Oh!Chips product encompasses
all religious orientations. Given that the Oh!Chips product consists of tofu, derived
from soybeans, the company guarantees its non-inclusion of meat or fish, thereby
accommodating religious groups that abstain from consuming such animal meat
products.

Socio-economic status: The product is targeted towards a specific group of

customers who have the financial means to afford it. The government has
established a clear definition of the middle class, which includes individuals with a
monthly income ranging from approximately ₱24,000 to ₱145,000. This income
bracket allows individuals to comfortably purchase our high-quality product, as it
offers excellent value for their hard-earned money.

Family life cycle: The prospect customer’s family size is Full Nest 1, 2, and 3. In the
course of the family life cycle, the anticipated family magnitude encompasses Full
Nest 1, 2, and 3. Full Nest 1, 2, and 3 are composed of progenitors, offspring, and
juvenile progeny. Within the context of Full Nest 1, 2, and 3, the number of juveniles
surpasses that of adults.

Consequently, it is envisaged that the families encompassed by Full Nest 1, 2,

and 3 will possess the capacity to procure our merchandise owing to the presence of
offspring. This is due to the fact that offspring harbor a fondness for crisps. However,
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the Oh! Chips! product, crisps are decidedly more healthful when contrasted with
alternative options.

Geographic Segmentation: (Calano)

Location: The process of manufacturing Oh!Chips! product will be at 135 Sto. Nino,
Executive Homes, Barangay Tres (Poblacion), Cabuyao City, Laguna where all of
the ingredients or raw materials that will be used are just near the area. The method
of selling our Oh! Chips will be sold online, so customers don't have to buy in person,
and they will all have the opportunity to try and buy our product even if they are from
different regions of the Philippines.

Language: Languages that will be used in communicating with our customers can be
in Tagalog or the primarily used now in business, education, and entertainment
which is the English language which has become our universal language. In terms of
language, we will utilize basic English as much as possible so that people may
understand us but still in a professional way of speaking with regard to our
consumers.

Population Density: Nowadays, almost all individuals in the Philippines use online
shopping. According to Spiralytics, Chan (2023) indicated that 72% of females are
online shoppers and 92% of Filipino online shoppers prefer using smartphones when
transacting. Possible online users to purchase Oh! Chips are Adolescents (from
early 10 to 14, middle ages of 15 to 17), Young adulthood (from 18 to 19), and
adulthood (from early 20s, mid 50s and late 60s).

Climate/Season: Available during the summer and light rainy seasons, weekends or
weekdays, morning or night, consumers can purchase the Oh!Chips! product. When
there is unpredictability in the weather, such as heavy rain or flooding, or strong
typhoons, orders may be delayed or canceled.

Cultural Preferences: Filipino cultural preferences include things like comfort food, or
known as merienda. Likewise, the product may serve as a merienda as Filipinos are
family oriented in that they specifically look for nutritional snacks to eat and
recommend eating it with their family.

Business Hours: As an online business, the product is available to purchase at

consumer’s convenient time however, the manufacturing process and
accommodating orders will operate from 8 am to 5 pm, mondays to fridays,
excluding weekends and holidays.

Psychographic Segmentation: (Palma)

Personality: The consumers of this product are likely to be passionate about nature
conservation. They have a deep appreciation for protecting our planet and actively
support initiatives aimed at preserving our environment. These individuals are opting
for sustainable products and services that minimize waste and contribute to a
greener future. Their choices reflect a genuine concern for the well-being of our
surroundings.
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Hobbies: This product engages customers participating in fitness activities by

offering beneficial features that help absorb muscles and enhance their overall
health. Athletes can benefit greatly from consuming it, particularly due to the
presence of essential vitamins like calcium and iron. These vitamins play a crucial
role in enhancing their overall resistance and strength.

Socio Economic Status: The product is targeted towards a specific group of

customers who have the financial means to afford it. The government has
established a clear definition of the middle class, which includes individuals with a
monthly income ranging from approximately ₱24,000 to ₱145,000. This income
bracket allows individuals to comfortably purchase our high-quality product, as it
offers excellent value for their hard-earned money.

Lifestyle: Oh!Chips! Tofu Variant product caters to health-conscious individuals

seeking to maintain a balanced lifestyle by offering a wholesome snack option that
aligns with their dietary preferences. With a tofu base, it provides a protein-rich
alternative for those looking to reduce their meat consumption while still enjoying a
satisfying treat. It is specifically designed to satisfy the needs of the consumer that is
a fitness enthusiast.

Attitude: Consumers of the product will have strong environmental conscience

actively seeking out eco-friendly and sustainable products, giving priority to those
with minimal environmental impact. Additionally, this trait extends to consumers who
are willing to invest in high-quality items and value convenience, such as opting for
delivery or one-click shopping. They also place significant reliance on online reviews,
ratings, and recommendations from peers or influencers in their purchasing
decisions.
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CHAPTER III: COMPETITOR ASSESSMENT

This is an analysis of the competitive landscape, assessing the strengths,

weaknesses, opportunities, and threats of the brand’s competitors. Likewise, the
company will also examine their product itself—Tofu Oh!Chips!—to provide a
comprehensive understanding of the dynamic snacking industry.

Competitor Product Description

Kangkong Chips Original by Josh Mojica, born from the vision of a young
and innovative entrepreneur, Josh Mojica, has taken the snacking world by storm.
What sets these chips apart is not just their tantalizing taste but also the remarkable
story behind them. Grown and cultivated by the company itself, the kangkong used
in these chips represents a commitment to local sourcing and environmental
sustainability.

Mojica's journey to popularity began with his dedication to crafting a healthier

and tastier snack. His unique approach to creating Kangkong Chips not only reflects
his culinary talent but also his passion for promoting clean, and natural ingredients.

A. SWOT analysis over your direct competitor

1. Strengths

Healthy Snack Option. Kangkong chips are often considered a healthier alternative
to traditional high-calorie chips. They are made from water spinach (kangkong)
leaves, which are naturally low in calories and a source of vitamins and minerals.

Natural Ingredients. The product is typically made from natural ingredients, which
can appeal to health-conscious consumers looking for clean and minimally
processed snacks. The sourcing of fresh kangkong is showcased on their Facebook
page.
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Local Sourcing. Kangkong chips are produced locally, supporting local agriculture
and reducing the carbon footprint associated with transportation. Kangkong, like
other plants, photosynthesizes and contributes to the environment.

Vegetarian and Vegan-Friendly. Kangkong chips are often suitable for vegetarian
and vegan diets, expanding their potential customer base.

Service Quality. The company offers multiple distribution channels, including direct
sales at specific locations, online shipping through Shopee, and participation in
various malls and events for product promotion.

Brand Recognition. The brand's recognition sets it apart because it combines the
product itself with the name of the founder, Josh Mojica. His talent has gained
recognition from various multimedia platforms and TV shows.

Innovation. The company is not stagnant and continually introduces new innovative
ideas. They have expanded from one flavor at the start to various flavors and
packaging options, showcasing their innovation.

Customer Base. Thanks to the founder's talent, the product has garnered a strong
customer base due to its popularity.

2. Weaknesses

Limited Shelf Life. Kangkong chips may have a shorter shelf life compared to highly
processed snacks, potentially limiting distribution and storage options, especially for
international markets.

Perceived Taste. Some consumers may be unfamiliar with the taste of kangkong,
potentially limiting market reach, especially among those accustomed to saltier or
sweeter flavors.

Competition. The healthy snacks market is competitive, with alternatives like

vegetable chips, sweet potato chips, and kale chips competing for market share.

Management Issues. While the founder's talent has been instrumental, a lack of
experience may pose long-term risks to the company.

3. Opportunities

Market Growth. Emerging global markets provide opportunities for international

distribution, although overcoming initial distribution challenges may be necessary.
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Technological Advancements. Leveraging new technologies can streamline the

production process, potentially leading to a fully automated factory.

Strategic Partnerships. Partnering with investors can assist in expanding the

business, including establishing operations outside the Philippines.

Customer Trends. Adapting to rapidly changing consumer trends can be an

advantage, fostering innovation and attracting new customers.

Sustainability. Kangkong chips are eco-friendly, benefiting both individuals and the
environment.

Growing Health Consciousness. As health-conscious consumers seek nutritious

snacks, Kangkong chips have the potential to gain popularity globally.

Diversification. Exploring new flavors or variations can broaden the customer base.

4. Threats.

Competition. The competitive healthy snacks market poses challenges for

Kangkong chips to maintain and expand its market share.

Changing Consumer Preferences. Rapid shifts in consumer preferences may

impact demand for healthier snacks or different ingredients.

Quality Control. Maintaining consistent quality is challenging with natural

ingredients, with factors like season and humidity affecting kangkong growth.

Supply Chain Disruptions. Disruptions in the supply chain, such as difficulties in

sourcing fresh kangkong or packaging materials, can affect production and
distribution.

Reputation Damage. The founder's popularity contributes to the product's

reputation; any negative associations with the founder may impact the product's
image.

B. SWOT analysis over your internal and external environment.

1. Strengths

Flexibility. Tofu chips can have variations of flavors and seasonings, making the tofu
chips easier to adjust the flavor and taste of the product based on preference and
market feedback.
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Dietary compatibility. Tofu chips are perfect for people who are vegetarian and
vegan.

Health conscious. It is good for those people who pay attention to their health
because it has low fat content and cholesterol, healthy cooking method (baked), and
high in protein.

Sustainability. Tofu is typically made with soybeans, which is more sustainable than
traditional snacks that are Commonly made with potato.

Nutritional value. Tofu chips are a protein-rich snack with low fat content. They also
offer essential B vitamins like thiamine, riboflavin, niacin, B6, and folate, along with
vitamin K and small amounts of vitamin E. Seasonings may provide some vitamin A.
Tofu chips are a balanced snack choice for those looking for protein and vitamins.

Price. More affordable than some other vegan and vegetarian products.

Online shops. It benefits from a broader market reach, convenience for customers,
customer reviews, effective digital marketing, 24/7 accessibility, and cost efficiency,
making them a strong platform for tofu chip sales in a competitive market.

Quality. The quality of tofu chips, notably their taste, texture, and ingredient
selection, sets them apart in the snack market. Baking instead of frying enhances
this quality by preserving natural flavors and nutritional value while reducing overall
fat content.

Graphics. Have vibrant design, an appealing logo, and thoughtfully selected colors
in our product packaging, that serves as a powerful tool to establish a strong brand
identity and elevate its visual appeal.

Packaging. The packaging set us apart from other competitors because of Its
unique graphic design and the presence of motivational QR code from every
packaging.

2. Weaknesses.

Taste preference. Some consumers might find the taste and texture of tofu chips
less appealing compared to traditional chips.

Shelf life. Tofu chips shelf life might be shorter compared to heavily processed
chips. And the store condition and temperature might be an aspect to consider.

Foreign. Many consumers might be unfamiliar and don't have knowledge about tofu,
requiring effort for marketing promotion.

Price. Tofu chips might be more pricey compared to mass-produced potato chips.
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Competitors. Many other organic chips businesses might have upper hands when it
comes to production, recognition, connections, and higher investment funds.

Poor brand recognition. If the brand is not popular and doesn't have enough
recognition, the consumers might be hesitant to buy and try the product.

Limited employee and materials. This might be a weakness because of low

investment funds for the product.

Slow products. Production process might be a problem because of lack in

employee's and materials.

3. Opportunities.

Health trend. With the increasing awareness of health wellness, there is growing
demand for healthier snack options in the market.

Vegetarian and Vegan market. A plant-based product is perfect for vegetarian and
vegan snack options.

Internet. The internet presents a valuable opportunity for tofu chips, enabling global
reach, online sales, and real-time consumer engagement, crucial for adapting to
changing preferences and maximizing market potential.

International expansion. International expansion opens up new markets and a

wider customer base, capitalizing on the global demand for healthy and plant-based
snacks, enhancing brand recognition, and boosting sales potential.

4. Threats.

Competitions. Large snack companies can easily enter the market and compete.
Consumer preference. Consumer preference changes over time and can affect
sales.
Brand imitations. Competitors may attempt to replicate our product.
Rising ingredient costs. Increasing cost of ingredients are inevitable and may
affect the value of the product.