CHAPTER 1

EXECUTIVE SUMMARY

A. Highlight

1. “ALL CAPS MNL”

2. Logo

The logo design symbolizes the business’ contemporary vibe. The font is

simple and the proponents chose to have it in capital letters to have several

meanings. “ALL CAPS” (all capital letters) and also “ALL CAPS” as the

business is focused on Siena Bull Caps. It is catchy and it adds retention to the

business name. “MNL” is highlighted in yellow to emphasize that the firm are

originally an enterprise from Manila. It also gives the name a trendy, modern

feel when it is shortened. The white color of the font contrasting on black

symbolizes the proponent’s work, passion, transparency and dedication as well

as honesty and good morale that the firm applies with their daily lives and to

their work at all times. All the colors yellow, black and white were chosen to

profess their loyalty to Siena College QC. (See Appendix A)

3. Vision, Mission

Vision:

ALL CAPS MNL envisions being a premier supplier in the cap

manufacturing industry emphasizing on quality services and employee

 development on providing the community with quality products that can

represent their loyalty to their respective organizations.

Mission:

 To be able to provide quality bull caps and quality delivery and

services

 To take care of the personnels in any way the proponents can. Hoping

that in return, they will reward us by doing their jobs to the best of their

abilities.

4. Product Description

Siena Bull Caps are categorized as a retail bull cap especially school caps

that are designed specifically (Siena Bull Caps) for Siena College QC. The

proposed business offers creative, quality products and excellent customer

service at an affordable price.

The business consists of bull caps for Siena College QC and quality

designs specially made with their preferred colors and creative designs

originally made for the customers. Apart from this they will also focus on

product delivery making sure our products will be delivered on time without

compromising on the product’s quality.

5. Management and Personnel Feasibility

The Management and Personnel feasibility presents the business’

organizational structure. Managing the personnel’s duties and responsibilities

properly is highly important because they are the manpower of our business,

hence, the foundation to run a smooth flow of the proposed business.

6. Marketing Feasibility

Marketing Feasibility is a study to find the suitability of the business to gain

profitable development by having optimal products in accordance with the

projected market demand, project sales absorption and annual revenues.

7. Technical/Production Feasibility

The Technical/Production Feasibility presents the processes and materials

needed in the business. This aspect also includes types of operation, process

of production and standard operating procedures.

8. Financial Feasibility

This aspect covers the overall projected financial sales and income of the

proposed business. This study covers the financial assumptions, project cost

analysis, projected expenses and financial ratio analysis.

9. Socio-Economic Feasibility

The business will pay taxes to the government which can help improve the

country in general. This socio-economic feasibility can help save the

environment by observing and implementing eco-friendly materials and

processes such as recycling, reusing and reduce.

10. Conclusions to Feasibility

After careful study and research, the proponents have arrived at the

conclusion that the business is feasible.

 CHAPTER 2

PROJECT BACKGROUND

A. Project Proponents

Name of the Nationality Address Share of

proponents Ownership

Jan Cathrine T. Filipino 90 Hyacinth St. 33.33%

Catipon Roxas District QC

John Michael P. Filipino 35 Sct. Alcaraz 33.33%

Ong St. Sta. Mesa
Heights QC

Georlianne Filipino 14 B Corumi St. 33.33%

Catalan Masambong
Quezon City

B. Name of the Firm

“ALL CAPS MNL”

The name was made for the market, the business is labeled “ALL CAPS”

specifically to provide a product concentrating on producing the Bull Caps that can

be worn by the customers to represent Siena College QC, the organizations inside

the school that they want to represent and the like. The shortened ‘Manila’ in “MNL”

states that they are based in Manila and it gives the name of the firm a modern

feel to it.
C. Type of Business Organization

The proponents chose partnership because partnership may benefit from the

combination of complementary skills of two or more people. There is a wider pool

of knowledge, skills and contacts. And with more than one owner, the ability to

raise funds may be increased because two or more partners may be able to

contribute more funds. Also, their borrowing capacity is greater. In partnership,

there is a better decision. Each partner has equal right in managing the business

and in any case of conflict they can sit together to solve problems. Since all

partners participate in decision-making, there is less scope for reckless and hasty

decision.

D. Location

ALL CAPS MNL will be concentrated at Siena College QC located at as a

supplier to their cooperative store. The firm will supply their products directly at the

school and the ‘Coop’ will help them market the Siena bull caps to the students,

employees and visitors. The business’ production will be held at their own

supplier’s home which is cost efficient.

E. Site Analysis

1. Visibility from Main Arteries

The proposed business is reasonably concentrated in Siena College

QC located at Cor 1105, Del Monte Ave, Quezon City, Metro Manila with no

competitors in the area which is a huge advantage.

2. Visual Appeal of the Area and Surroundings

The desired site for supplementation of products is visible, accessible,

convenient and attractive to the market simply because it is situated in the

school where the target market is.

3. Area Growth Pattern

The school cooperative in which they have decided to concentrate their

cap-making business is progressing and with the school’s population they

have the best chance to market their product. The economic growth of the

prospected customers in the area is majorly made up of middle class people

who are students and employees.

 The table below shows Siena College QC’s population, majority of which is

from High School students at 54%, next is the number of Grade school

students at 30%, next is the number of College Students at 9%, and then

the Teaching Personnel at 4%, and Last is the Non-teaching personnel at

3%.

Demographic Population % Population

Teaching Personnel 91 9%

Non-teaching 54 30%

Personnel

College Students 201 54%

High School 1204 3%

Grade School 672 4%

TOTAL 2222 100%

(Source: Siena College QC Registrar’s Office)

4. Accessibility to the Following:

It is highly accessible because the school where the business will be

supplying in is surrounded by main highways that are known by people and

have an ultimate chance of having the best exposure.

a. Target Market

The target market of the proposed business are the students,

professors, school sports clubs, school interest groups, school clubs,

school religious organizations and school alumni are possible buyers

of the embroidered bull caps coming from Siena College QC.

b. Raw Materials and Suppliers

Suppliers Raw Materials

Divisoria, Manila Bull caps

Embroidery

c. Utilities and Service Providers

The proposed business’ basic source for services from the

Siena Cooperative Store, according to them, their electricity/power is

from Meralco Quezon Avenue branch which is very accessible via

Araneta Avenue/ Quezon Avenue; for Maynilad Water Services

located at Del Monte Avenue corner Sto. Domingo St. Quezon City.

The payment with these resources will all be included with our

service and contract with Siena Cooperative.

 CHAPTER 3

MANAGEMENT AND PERSONNEL FEASIBILITY STUDY

A. Management Feasibility Objectives

 To know the duties and responsibilities of each personnel.

 To ensure that all employees are suited with their respective position

 To guarantee that all operations are being done efficiently and accordingly as

the company sees fit.

B. Personnel and Administrative Workforce

The proposed business will be managed by Ms. Jan Cathrine Catipon, John

Michael P. Ong will be our Purchasing Coordinator and Georlianne Catalan will be

our Sales and Marketing Analyst.

C. Organizational structure

The proponents chose the line type of organizational chart because it suits the

nature of the proposed business. In a line organization, top management has

complete control and the chain is clear and simple. Line managers make the

majority of the decisions, all of which are hands-on to the business to achieve the

firm’s goals.
 Organizational Chart:

D. Job Specifications and Job Descriptions

Job Description is an employee’s role and responsibilities in an organization.

Job specification describes the knowledge, skills and abilities along with the

associated education, training and experience required to successfully perform

within a position.

General Manager

Job Description:

1. Increases management's effectiveness by orienting, coaching,

counseling, and disciplining personnel; communicating values,

strategies, and objectives; assigning accountabilities; planning,

monitoring, and appraising job results; developing a climate for offering

information and opinions.

2. Develops strategic plan by studying technological and financial

opportunities; recommending objectives.

 3. Accomplishes subsidiary objectives by establishing plans, budgets, and

results measurements; allocating resources; reviewing progress;

making mid-course corrections.

4. Coordinates efforts by establishing production, marketing, field, and

services policies and practices.

5. Maintains quality service by establishing and enforcing organization

standards.

6. Contributes to team effort by accomplishing related results as needed.

Job Specifications:

1. Male or Female

2. Bachelor’s degree in business or related field, Master’s degree preferred

3. Aware of the latest market trends and shifts, as well as projections for

the future

4. Evidence of ability to innovate and implement change successfully

5. Ability to prioritize high-value tasks and focus under pressure

6. Exceptional communication and presentation skills

7. Able to be persuasive and procure buy-in from upper management

8. Outstanding organizational skills

9. Driven and committed to success while maintaining integrity

Purchasing Coordinator

Job Description:

1. Male or Female

2. 23 to 30 years old

3. Bachelor’s degree in business or related field, Master’s degree preferred

4. Maintain records of goods ordered and received.

5. Locate vendors of materials, equipment or supplies, and interview them

in order to determine product availability and terms of sales.

6. Prepare and process requisitions and purchase orders for supplies and

equipment.

7. Control purchasing department budgets.

8. Assists on product deliveries

Job Specification:

1. Knowledgeable at some level for buying or approving the acquisition of

products and services

2. Able to efficiently compare and evaluate offers from suppliers

3. Detail oriented

4. Knows the importance of Timeliness in deliveries

Sales and Marketing Analyst

Job Description

1. It involves coordinating all internal and external marketing and

promotional efforts including merchandising, community relations, public

relations and information.

2. Oversee day-to-day sales, monitoring and forecasting to better

understand the market

3. Continually assess our marketing techniques and their efficacy in

affecting sales

4. Stay up-to-date on current market trends

5. Own ultimate responsibility for successfully meeting or exceeding sales

goals

Job Specification

1. Male or female

2. Bachelor’s degree in business or related field, Master’s degree preferred

3. Current on industry standards and best practices

4. Transformative approach to leadership that inspires and empowers

others

5. Aware of the latest market trends and shifts, as well as projections for

the future

6. Evidence of ability to innovate and implement change successfully

7. Ability to prioritize high-value tasks and focus under pressure

 8. Exceptional communication and presentation skills

9. Able to be persuasive and procure buy-in from upper management

10. Solid computer skills and awareness of web-based marketing and social

media

E. Conditions of Employment

Recruitment and Hiring Procedures:

 Review applications

 Interview selected candidates

 Choose candidates based on pre-determined selection criteria

 Perform background and reference checks

 Send selected candidates for a health check

Work Policies

The proponents have implemented their own working policies to

strengthen the responsibility of ALL CAPS MNL personnel.

 Personnel should be mindful of their matters not only to the clients

but also to his/her peers.

 Create an atmosphere where employees are treated with dignity and

respect

 Help to ensure that employees conduct themselves in a professional

and safe manner

 Encouraging open communication between you and your employees

  Ensure that all employees are treated fairly and that they follow the

same rules

F. Proposed Personnel Salaries/Wages and Benefits

Salaries, Wages and Benefits are rewards or honoraria mandated by law

to be given to the employees as just compensation of the services rendered. The

proposed Salaries, Wages and Benefits of ALL CAPS MNL are as follows:

a. Salaries/Wages

To be given every fifteenth (15th) and thirtieth (30th) of the month

General Manager –

Purchasing Coordinator -

Sales and Marketing Analyst -

b. Benefits:

As mandated by law:

 Ten (10) days vacation leave

 Ten (10) days sick leave

 13th month pay

 SSS, PhilHealth, Pag-ibig benefits. This will be given even if the

employees are less than ten (10) in number.

 Five (5) days emergency leave in cases of death of one of the

members of the immediate family.

G. Proposed Personnel Development

Training, Seminar and orientation of personnel are needed for the

development of each member and for the betterment and improvement of the

business’ operation in the long run.

H. Personnel Facilities

The proposed business will start off without its own equipment or facilities as

they will be a having their own supplier to create the bull caps for Siena College

QC Cooperative.
 CHAPTER 4

MARKETING FEASIBILITY STUDY

A. Marketing Feasibility Objectives

In this chapter, the proponents describe what a market feasibility study is and

the need for it. They have outlined the steps in the marketing research processes

and explained how to estimate total market demand.

B. Marketing Description

Demographic Condition:

One factor which is always vital to a successful business is its location which

is very much in favor to the proposed business due to high density of foot traffic in

the school.

Economic Condition:

Granted that a large portion of the target market are in the middle class people

like the students, employees and the like, it bodes well the business since those

who go to school and those who work at the school are people who are more than

capable and willing to patronize the proposed business.

C. Demand Analysis

The table shows the following information regarding the actual demand,

particularly from ages seventeen to thirty four years old which the proponents

consider as their target market in Siena College Quezon City.

The table below shows the Actual Demand for the past five years:

Year Actual Demand

2014

2015

2016

2017

2018 2,222

(Source: Siena College Registrar’s Office)

Demand Projection

Year Actual Demand

2014

2015

2016

2017

2018 2,222

(Source: Siena College Registrar’s Office)

 The arithmetic straight line method was used for the projected demand for the

bull-cap making business. The formula used was:

P= Y2 -Y1 / N

Where: P = Projected Demand Computation:

Y2 = the present year Actual demand for the last year: 2,222

Y3 = the previous year Less the demand for the first year:

N = the number of years The difference is:

Take the Average:

D. Supply Analysis

The table shows the following information on the actual supply, particularly

the

(Source: National Statistics Office)

The arithmetic straight line method was used for the projected supply for cap-

making business. The formula used was:

P = Y2 – Y1 / N

Where: P = Projected Supply Computation:

Y2 = the present year Actual supply for the last year:

 Y1 = the previous year Less the supply for the first year:

N = the number of years The difference is:

Take the average:

E. Target Market

The firm’s primary target market are the students, professors, school sports

clubs, school interest groups, school clubs & school religious organizations from

Siena College QC.

The secondary target markets are the organizations outside Siena College

QC, school alumni, and people referred by word of mouth.

F. Market Survey Result

The proponents conducted the market survey is to equip the firm with the

information needed to make informed decisions about start-up, innovation and

growth and the 4 P’s which are Product, Price, Place and Promotion. The market

survey questions and results are:

TABLE #1

GENDER OF RESPONDENTS

Gender Frequency Percentage

Male

Female

Total
 __% of the respondents were…

TABLE #2

AGE OF RESPONDENTS

Of the respondents were aged

TABLE #4

YEAR AND COURSE OF RESPONDENTS

Of respondents were

TABLE #5

WILL YOU BE INTERESTED TO OWN A SIENA BULL CAP?

….

TABLE #6
 WHAT COLOR DO YOU SUGGEST OUR SIENA BULL CAPS SHOULD BE?

….

TABLE #7

ON A SCALE OF 5 TO 1 (5 IS THE HIGHEST) HOW ATTRACTIVE IS OUR DESIGN?

…..

TABLE #8

PREFERRED PRICE TO SPEND TO PURCHASE ON OUR CAP?

….

TABLE #9

ANY SUGGESTIONS ON HOW WE CAN IMPROVE ON OUR SIENA BULL CAP?

 ….

G. Competitive Analysis

 Direct Competitors

 Indirect Competitors

H. Marketing Program

1. Marketing Mix (4 P’s)

 Place

 Product

 Price

 Promotion

2. Pre-Opening & Opening

 3. 3-year Marketing Plan

I. Projected Sales Income

 CHAPTER 5

TECHNICAL FEASIBILITY STUDY

The Technical aspect is the decision of the basic operational flow of the project. It is

one of the essentials of this study because this factor responds to the basic structure of

the proposed business’ study. It includes the materials, structured plan, source of

supplies, layout designs and location includes in this chapter.

A. Technical Feasibility Objectives

 To ensure that the services and technical resources are in order.

 To ensure that all facilities corresponds to their respective uses.

 To ensure that all expenses must fall within the budget

B. Introduction of the Product / Service

ALL CAPS MNL is categorized as a retail supplier for bull caps especially

school bull caps (Siena Bull Caps) for Siena College QC that offers creative, quality

products and excellent customer service at an affordable price.

Products:

The proposed business will consist of school bull caps specifically made for

Siena College QC. Quality made with their preferred colors and creative designs

originally produced for the customers.

 Services:

As the Siena QC Cooperative give the number of orders needed for the bull

caps, the firm will contact the supplier to have it made and make sure everything

is in order especially the embroidered design. The number of caps will be checked

accordingly, the quality of the finished product will be inspected while making sure

deadline for each order will be met on time. After making sure the orders are

inspected making sure everything is in order, the proponents will have the products

delivered to Siena College QC. Once, the products has been checked payment

will be collected and the orders will be available for claiming.

C. Production/Technical Process

The proponents shall cater students, teaching and non-teaching individuals

who is in Siena College QC primarily, and then all the referrals offsite will be our

secondary market.
D. Costing

BULL CAPS

Name of Product: Siena Bull Caps

Cost: Php8000.00 per box

Quantity: 100 bull caps

Total cost per cap: Php80.00

Mark-Up 100% Php80.00

Selling Price (VAT Excluded) Php160.00

VAT 12% Php9.60

Transportation charge 10% Php8.00

Selling Price Php200.00/per bull cap

E. Project Layout

 Location

The proposed business will be based solely at Siena College QC Bookstore

located in San Fransisco Del Monte, Quezon City. (See Appendix 2)

 Floor Plan

F. Appliances, Equipment and Tools

G. Furniture and Fixtures

H. Standard Operating Procedures

The firm recognizes the vital importance of the business’ outside relationship

from the suppliers up to the customers, and our mutual long-term success. As we

produce and deliver our product, below is our step by step process:

1. Orders

Customers can go to the Siena College QC bookstore to place their

orders. They can choose from variety of designs and colors for their

preferred bull caps approved of course by Siena College QC.

2. Contacts

Siena College QC will then contact ALL CAPS MNL for the orders,

incorporating all the customer’s preferred color and design.

3. Supplier

The Purchasing coordinator will receive purchase orders from Siena

College QC Cooperative. The firm will pay attention to details from the

orders provided to ensure that everything is in order.

4. Production

The firm will focus on detail and quality by providing follow ups and

inspection from the supplier upon producing the orders. The firm will

check every finished product to promote great standards to out product

5. Delivery

ALL CAPS MNL will observe timeliness on every orders by making

sure the finished products are delivered on time, everytime. The

products may be picked up from the supplier by the Purchasing

 coordinator, or have the product shipped to the firm first for final

inspection. Ensuring everything is in order, the orders will be then

delivered to Siena College QC.

6. Payment

ALL CAPS MNL will deliver the orders to Siena College QC

Cooperative accordingly. And the ffirm will then get paid by Siena

College QC for the orders.

7. Claiming of Orders

Finally, Siena Bull Caps will be ready for purchase and for claiming

by customers.