CRISOSTEAMO SINCE 1887

Republic of the Philippines

DAVAO DOCTORS COLLEGE INCORPORATED
SENIOR HIGH SCHOOL DIVISION
Gen. Malvar St., Davao City
1st Semester, SY 2018-2019

A Business Proposal Presented to

Ms. Olivia V. Nielsen, an Entrepreneurship Instructor
of Davao Doctors College Incorporated
Gen. Malvar St., Davao City

In Partial Fulfilment of the

Requirement for the Subject
Entrepreneurship

Presented by
Dela Rama, Rachelle
Hilario, Dulce
Nabua, Thoamas
Nasibog, Angelo
Pondevida, Alyssa
Samson, Naomie Sharis
Sasam, Jemavelle
Suralta, John Roy
Tallorin, Ayah Christine
Varian, Marvin
Zainal, Hadeel
Tagline: “CrisosTEAmong Pampagising para sa mga Matang Maantukin”
 TABLE OF CONTENTS

Title Page i

Logo of the Proposed Business ii

Table of Contents iii

I. INTRODUCTION

Description of the Business 1

Location of the Business 1

Funding Requirement and Source of Funds 2

II. EXECUTIVE SUMMARY

Vision 3

Mission 3

The Business and Production Positions 4

III. PESTEL ANALYSIS

Political, Eonomic, Sociocultural, Technological, 5

Ecological, and Legal Forces

IV. SWOT ANALYSIS

Strength, Weaknesses, Opportunities and Threats 6

V. MARKET ANALYSIS AND THE COMPETITION

Market Analysis 8

Competition 9

VI. SALES AND MARKETING PLAN

Product Offerings 10

Pricing Strategy 10
 Sales 11

Advertising and Promotion 11

VII. ORGANIZATIONAL PLAN

VIII. ROLES OF THE OWNER AND EMPLOYEES

IX. PRODUCTION PLAN

REFERENCE
 INTRODUCTION

This section of the business plan presents the description of the business, its

location, and the total funding requirements and the possible funding source.

Description of the Business

A coffee is relatively a relaxing beverage than other drinks; it has an after taste

that is not as distinct as its counterpart, a quality that is not just for teens, but also for

young adults. Aside from its soothing effect, it can make you even friendlier.

An experiment conducted at the University of Colorado Boulder, published in the journal

Science, found that “participants who briefly held a cup of hot (versus iced) coffee

judged a target person as having a ‘warmer’ personality (generous, caring)”.

Instead of simply calling it coffee shop, the owners decided to change it into

Cristostèamo since 1887 inspired by Jose Rizal's novel, Noli Me Tangere. Filipino

tends to forget the past so the business showcases the beauty and value of the

Philippine history that everyone has missed. It entails not just a coffee itself, but books

as well, which helps and awaken not just the students, but also for everyone who is

hang back by stress. We are positive that this plan has the higher degree or chance for

our business to succeed.

Location of the Business

The location is proximal to the target consumers which are the students in Davao

Doctors College Inc. We conducted an environmental scanning and we found out that,

that place is proximal not just to the students but to the doctors, nurses and other staffs

as well since it's near from the hospital and school respectively.
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Funding Requirement and Source of Funds

The source of fund is from the bank loan. The estimated cost of the business is 3

million. This includes the rent, raw materials, and other things that can be needed to the

business.
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CRISOSTEAMO SINCE 1887

EXECUTIVE SUMMARY

This section presents the vision and mission, the business and production

positions, and wealth improvement approaches.

Vision

The vision of Crisosteamo since 1887 is to become one of the top coffee shops

locally and internationally. The business aims to be the most well-known for its good

quality and the services it offered for the customers. Furthermore, the owners of the

business want to satisfy the needs of the customers so that they will like the product

and looked for them more.

Mission

The mission of the business is to deliver good service to the customers in order

for them to keep on coming back. The Crisosteamos will make its best effort to create a

unique place where customers can be comfortable and feel relaxed while taking their

time reminiscing the Philippine history because of the way how the owners came up

with the historical designs and raw materials and while enjoying the best brewed coffee

and a variety of snacks including health alternatives.

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The Business and Production Positions

Strategically located within easy walking distance from the technical school,

nursing colleges and the hospital, we intend to cater to students and young workers by

providing plenty of seating space and superior customer service with a cozy vibe.

In the immediate area our competition consists mainly of other shops such as

Milk Tea and other fast food vendors. We plan on capturing the upper end of the local

coffee market by serving gourmet, non-machine made coffee products at reasonable

prices. Along with our superior atmosphere and great customer service, we intend to

target the sophisticated coffee consumer.

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CRISOSTEAMO SINCE 1887

PESTEL ANALYSIS

Political Economic Sociocultural Technological Ecological Legal

Forces Forces Forces Forces Forces Forces

- Pay taxes -the -should -advertisement -make sure -paying

products consider a promoting the the raw taxes
- Before should person’s product materials regularly
starting our have an culture, through social and the
business, enough demographical media employee -copyright
Government's amount state and are patent
policies and where it respect -increase the available laws
regulations can be capacity of
should be affordable how machine -use of -the
followed first and works to avoid eco-friendly consumer
enough delay materials protection
depending and should law
on the control/limit
inflation being
rate resourceful

-top pricing
for the
great
product

-should
pay the
labor costs
with
respect to
the day
he/she
affirmed
the
contract

CRISOSTEAMO SINCE 1887
STRENGTHS AND
WEAKNESSES (X)
OPPORTUNITIES AND
THREATS (Y)
Y Y
ENVIRONMENTAL
OPPORTUNITIES
 Common trend in our
generation because of its
unique concept of the
business
 Proximal to the target
customers
 Provides emergency kit
and fire distinguishers
every corner
ENVIRONMENTAL THREATS
6
SWOT ANALYSIS
X X
BUSINESS STRENGTHS BUSINESS WEAKNESSES
 Have a unique  Possible damage of
feeling of ambiance machine
 affordable  Possible delay of raw
materials
Y
STRENGTHS AN OPPORTUNITIES &
OPPORTUNITIES WEAKNESS STRATEGY
STRATEGY
 Since not everyone are
 By using these free all the time, the
strengths and business provides
opportunities, we services which anyone
can be successful at any time could order
and our business through social media or
will expand and calling.
more customers will  They can visit the other
visit the shop location which is
exposed for the
consumers to be aware
of its other location.
THREATS &STRENGTHS THREATS & WEAKNESSES
 Popular business
competitors
 Shift of customers taste
and preference
STRATEGY STRATEGY
 Invest another  The business must
alternative product avoid the possibility of
in order for the damage in machinery
customers to visit and provide the
the shop again necessary raw materials
so that the customers,
especially for the regular
ones would not shift in
other competitors.
 Since the competitors
are not that much, it’ll be
an advantage to
innovate product that will
encourage others more
(especially the elders) to
visit the shop.
 8

CRISOSTEAMO SINCE 1887

MARKET ANALYSIS AND THE COMPETITION

Given the proximity to schools and hospital complexes, our primary target market

will be students and professional people. Both groups are heavy consumers of coffee,

tea, and snacks.

A study performed at the Netherlands University of Amsterdam looked at how

moderate amounts of coffee affected brain function and overall mental awareness.The

study found that coffee increased the person’s mental alertness and ability to perform a

task over a prolonged period of time. In addition, drinking coffee also helped improved

their mood and overall feeling of well-being.

Based on our customer surveys, there is a strong demand for a high end coffee

shop in a central location that serves great coffee and has both outdoor seating and

available parking. The most common complaints about the existing competition in the

area are:

 Inconsistent product: Discerning customers are reluctant to become regular

patrons of a coffee shop that cannot consistently serve a high quality product.

 Lack of patio seating: Many people prefer to consume their food and beverages

outdoors on a sunny day.

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 Not enough nearby parking: The lack of parking makes it difficult to attract

vehicle commuters.

Crisosteamo versus the Competition: We expect our business to grow strongly as we

build our customer base:

BUSINESS MILK TEA (competitor) CRISOSTEAMO SINCE

1887

Employees

Price High Average

Quantity High High

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CRISOSTEAMO SINCE 1887

SALES AND MARKETING PLAN

Our Product Offerings

The existing competition uses lower grade of chocolate cacao and native coffee,

inexpensive equipment, and properly train staff—resulting in consistent product quality

and satisfied customers.

At Crisosteamo, we are passionate about coffee and intend to focus on consistently

serving the highest quality product by:

 Sourcing chocolate cacao and native coffee and snacks and maintaining

freshness at all times.

 Using a top of the line coffee machine and related equipment.

 Properly training our staff—our barista and employees will be sent away for

proper training.

By focusing on quality, consistency, and great customer service we will build a steady

repeat customer base.

Pricing Strategy

We intend to mainly focus on specialty coffees including chocolate cacao and

native coffee, mochas, macchiato, etc. as the profit margins are much higher than
 11

regular coffee. To command a higher price for regular coffee we will not use drip

machines. Instead, cacao will be manually mixed, so that every cup is up-to-the-minute

fresh and delicious.

Our pricing will be competitive with the higher end of the market. We believe that

customers will be happy to pay top prices for a great cup of coffee.

Sales

We will be offering counter service in a professionally designed, cozy, inviting interior

space. Interior seating will be a mix of smaller individual tables for intimacy and longer,

bench style ones for larger groups. The business setting also focused on historical

design and concept. We intend to be open 24 hours weekdays including Saturdays, and

9:00 AM to 12:00 AM during Sundays only.

Advertising and Promotion

To minimize costs and connect with our customer demographic, most of

our advertising will be of the digital variety. We intend to aggressively promote our

products using the following methods:

 Our state of the art website

 Social media: Daily specials will be announced on Facebook and Twitter

 Flyers