Part I Self-Assessed Toolkit Training Exercises

Mobile Burger Joint

Food enthusiasts have always ventured within the city of Baguio to satisfy their cravings. One
such craving is the search for Baguios most delicious burger with businesses such as BrrGrrr
Bistro and Mewesiyayou. But visiting these locations requires time and effort from these food
enthusiasts which primarily consist of either high school or college students. As of 2010, Baguio
Citys population was roughly recorded around 315,800 with over 65.7 percent of the count
estimated at people aged 18 and over.

Develop Market Segmentation for your idea/product/service.

For my idea of a mobile burger joint, the target market would be the different high school
institutions and universities all around the city with viable parking areas and suitable dining
conditions and are approximately close to each other. For my market segmentation Ive decided
to group Saint Louis University, University of Baguio and University of the Cordilleras as one
segment and Melvin Jones and Burnham Park as another segment.

Mobile Burger Joint

High school and college Local workers within the vicinity Tourists and burger
students. and families. enthusiasts.

Choose your beachhead market

For my plan to start up a mobile burger joint, the best beachhead market for me to target would
be that of local schools and universities. Areas around Saint Louis University, University of
Baguio and University of Cordilleras seem fit and suitable for any food ventures with the
demography around these areas. There is also enough area around the vicinity for short term
parking to serve target customers.

Develop your End User Profile

The potential characteristics of my end users would roughly be around ages 18 22 with a
student budget. They should be motivated to purchase a burger whose price range is justified
by the quality they receive from every bite. They should be the adventurous type who likes
posting and sharing with different people their experiences and discoveries. One key attribute I
look into my end user profile would have to be people who buy a burger to enjoy the experience
and not just to satisfy a craving.
Calculate the Total Addressable Market Size of your Beachhead Market

There are roughly around fifty thousand students between Saint Louis University, University of
Baguio and University of the Cordilleras combined. Excluded from this estimation are the
pedestrians who happen to walk by around these institutions route and neighbouring buildings.
A safe estimation of 5% percent target market share is used, taking into consideration the
competition within the vicinities and certain customer and environment conditions giving an
addressable market size of two thousand five hundred.

Profile your Persona

For the business ideas persona, I decided to go with a logo thats simple and straight forward,
which includes what I think are three most iconic menu items you can get in any burger joint, a
burger, friends and a shake. For the actual vehicle to be used, I picture it to be likening to an ice
cream van, only painted a sleek black paint job with the logo places at the upper back body of
the vehicle.
Part II Peer-Assessed Explorations

Define Entrepreneurship

By definition, entrepreneurship is the act of designing, launching, maintaining and running a

business for the goal of gaining profit. Entrepreneurships definition for me is not far from that
definition. For my own definition I would like to add some subjective ideas like entrepreneurship
is like designing your own building, carefully drafting your initial design, deciding on the
materials or resources you will use and carefully crafting and constructing it to what you
envision the building to be but we should always keep in mind the purpose of the building, a
building with a primary purpose, which is to generate profit and increase the entrepreneurs
wealth and its secondary purposes, which is to satisfy the needs and wants of the target market
whilst overall contributing to the general development of the area.

As of now, my favourite entrepreneurial enterprise would have to be Johnson and Johnsons,

mainly because of their credo. Their portfolio consists of different materials that not only cater to
essential needs of their market but also answers for their comfort such as with their product line
for mothers to use for their children. Their mission is pure for me, but at the same time they
continuously operate with their credo in mind, sacrificing the generation of wealth and profit if
needed for the betterment of their products and services to the market.

Interview an Entrepreneur

The entrepreneur that I was able to interview or talk to was my uncle and his wife. They have a
small business located at Pines arcade here in Baguio with a unique product line. They only sell
Hello Kitty merchandise, from different clothing and accessories items to stuff toys and the like.
The reasoning for their unique product line is because they really admire Hello Kitty as a
character easily noticeable and liked by people and they saw that it is unique in Baguio city
given the limited stores who only specialize in a certain character or theme.

Talking with them gave me the idea to take something that is easily enjoyable either alone or
with friends, which was the idea of eating burgers with each other, and adding a unique twist to
it which was making it mobile. Not only would it be accessible within the targets areas to people
with hectic schedules but it would be unique and not like any other burger stalls here in Baguio
City. The experience led me to think outside the box and incorporate into business something
that your are really good at or you have a passion for.