BUSINESS PLAN

PNDSL

Submitted in partial fulfillment

of the requirements in

Entrepreneurship (ENT04)

Submitted to:
Jose Alfredo L. Manapat

Submitted by:
Genesis Cyra Aguilar
Jean Lyra Psalm Boral
Timothy John Bristol
Johnelle Marie Celis
Joshua Hernandez
Zhane Ann M. Tizon

Section: B03
March 21, 2018
 PNDSL

PNDSL

More savings for your cravings

Malayan Colleges Laguna Senior High School ENT04

 PNDSL

Table of Contents
EXECUTIVE SUMMARY ................................................................................................... 3
COMPANY OVERVIEW.................................................................................................... 4
About Our Name and Logo .................................................................................................4

Mission and Vision Statement ............................................................................................4

Objectives..........................................................................................................................4

Our Product .......................................................................................................................4

PRODUCT DESCRIPTION ................................................................................................. 5

Description ........................................................................................................................5

Our Unique Selling Proposition ..........................................................................................5

SWOT AND INDUSTRY ANALYSIS ................................................................................... 6

SWOT Analysis ...................................................................................................................6

Industry Analysis................................................................................................................7

MARKETING STRATEGY .................................................................................................. 8

Market Segmentation ........................................................................................................9

Target Customers ...............................................................................................................9

Product Positioning ............................................................................................................9

Integrated Marketing Communications ............................................................................ 10

MANAGEMENT AND OPERATIONS ...............................................................................11

The Management Team ................................................................................................... 11

Flow of Operations .......................................................................................................... 12

SUMMARY OF FINANCIALS ...........................................................................................14

Start-Up Capital ............................................................................................................... 14

Maintenance, Overhead and Operating Expenses (MOOE) ................................................15

Sales Forecast ..................................................................................................................15

Three Year Projected Net Profit ........................................................................................16

ATTACHMENTS .............................................................................................................17

Malayan Colleges Laguna Senior High School ENT04

 PNDSL

List of Attachments

Business Model Canvas of (your business name)

Product Photos

Financial Statements (Income Statement, Balance Sheet, Statement of Cash Flow)

[if applicable] Service Proposal (Proposal Letter and List of Service Packages with Pricelist) Commented [PP1]: Remove this part if you did not
implement selling in bulk quantities or business-to-business
[if applicable] Photocopy of approved contract or service agreement transactions
Commented [PP2]: Remove this part if you did not
Analysis of Environment (SWOT Analysis and Porter’s Five Forces Analysis) implement selling in bulk quantities or business-to-business
transactions
Screenshot of Social Media Accounts

Print Advertising Materials (posters, flyers, print ad, etc.)

The Management Team (Organizational Chart)

Other photos (pilot testing, buying of ingredients, photo with clients, etc)

Malayan Colleges Laguna Senior High School ENT04

 PNDSL

EXECUTIVE SUMMARY

PNDSL is a food service from Cabuyao, Laguna that was founded in January 2018. The
business offers affordable, sweet and energy booster food to anyone. The business
applied three marketing strategies through direct marketing, interactive marketing and
personal selling.

Product Description. Coffee jelly has a fine ingredient that makes our food product
become delicious and tasty. The chocolate crinkles are re-branded so we choose the
product by its quality and the taste of it.

Management. Each of us have a designated roles and tasks that makes our business
grow. The management team is composed of General Manager, Assistant General
Manager, Marketing Manager, Operations Manager, Assistant Operations Manager and
Finance Manager

Marketing. The marketing strategies are direct, interactive and personal selling that was
used in advertising the product that would meet the desired expectation of sales with
the amount of Php 1000.00.

Operations. It shows the flow of our business that would be guide to us and ensured
that ingredients will use is fresh and fine ingredients which we set in lower price to
become affordable for the customers.

Financial Summary. Start-up capital, Sales Forecast, MOOE and Projected Net Profit
were discussed and presented by a table for one week.

Malayan Colleges Laguna Senior High School 1

 PNDSL

COMPANY OVERVIEW
PNDSL is a food services in Cabuyao, Laguna and founded on January 2018. This was
started by six members in a group with a desire of selling food in lined with business.
Our goal is to satisfy the cravings of every students and energize them during a tiring
school day. Therefore, we offer sweets in a very valuable and cheap price.

About Our Name and Logo

The company’s name, PNDSL, has a meaning in every letter. It stands for Perfect Nifty &
Daringly Socialized League. Prior to that, the founders want to sell a very delicious food
to everyone. Also, it is associated with Filipino’s culture wherein the first food to eat in
the morning is “pandesal” to help them energize.
On the other hand, the company’s logo states the company name. It is in color black
because it signifies how bold and strong the company merchandise its product.

Mission and Vision Statement

PNDSL’s mission is help people to be more active in their everyday lives. And, the vision
of this company is offer not only a good quality of food, but happiness in every bite.

Objectives
 To achieve satisfaction from customers
 To provide cheaper food products
 To be valued by customers and suppliers

Our Product
PNDSL is a business that sells affordable, delicious and craving-satisfaction foods. These
foods are particularly sweets that include crinkles and coffee jelly that would gratify
both genders.

Malayan Colleges Laguna Senior High School 2

 PNDSL

PRODUCT DESCRIPTION

Food Products is the ideal superior type of products among others; since Food is
primarily what people need. Millennials as our majority customers we decided to sell a
“pocket friendly” food to chew. Based on study, younger ages tend to find small things
to do to survive boredom, upon application of what we feel and what we know we
decided to come up with the following light in weight kind of snack.

Description Commented [PP3]:

Describe your product.

Edna’s mini-bite Crinkles - Delightful type of snack that could overwhelm the consumers.
A chocolate pastry coated with white confectioner sugar, baked with its bitter sweet
taste. One bite carries satisfaction prior in achieving gastronomic perfection.
PNDSL’s Coffee Jelly – A sweet, thick mixture of heavy milk and cream manipulates the
coffee flavored gelatin. Along with the creamy-white color of juice the primary coffee
jelly ingredient.

Our Unique Selling Proposition Commented [PP4]: What is your product’s Unique Selling
Proposition (USP)?

PNDSL came up with the strategic way of competing among other competitors with the
use of innovative thinking and study basis; We the PNDSL achieved our desired outcome
regarding our sales. Aside from the said concepts, being entitled “happy to serve” is
what our food service’s biggest advantage.

Malayan Colleges Laguna Senior High School 3

 PNDSL

SWOT AND INDUSTRY ANALYSIS

This section presents a describe the current condition of your internal and external
(industry) environments. Using the SWOT analysis, internal and external strengths and
weaknesses of the entrepreneurial venture was analyzed. Michael Porter’s Five Forces
Model of Competition as analysis tool, the level of competition was analyzed and
described.

SWOT Analysis Commented [PP5]:

Describe the current condition of your internal and external
Like any other starting businesses in our society, PNDSL has its own distinguished environments. Use the SWOT analysis to guide you.
Discuss your plans on how to maximize the beneficial
internal and external strength and weaknesses. PNDSL’s strength came from the factors and how to solve problems and issues.
product line we offer and its weaknesses were the competitors of the same product. A
good promotion, location and product variation such as having innovative products and
improved ones can help us maximize PNDSL’s strength, lessen its weaknesses and
achieve the goals we aim for PNDSL such as having a wide scope of costumers who will
soon be loyal to our product. See Figure 1.1 below.

Figure 1.1

Malayan Colleges Laguna Senior High School 4

 PNDSL

Industry Analysis Commented [PP6]:

Entrepreneurs do not consider problems as a burden. Instead, opportunity is being
considered to improve on a specific aspect and area of the product. These includes the
threats in a wide range but to be specific, threats of new entry and substitutes. For us to
be able to overcome those threats, we need good promotion, location and marketing
strategy in order to surpass the challenges.
Using Michael Porter’s Five Forces Model of Competition as
analysis tool, analyze and describe the level of competition
in each area. Indicate each competitive force and then state
your analysis.
Discuss your plans on how to overcome possible threats.

THREAT OF NEW ENTRY

(moderate)
In our generation known as iGen, it is not hard
for us to introduce new flavors to our
customers but it will take time for them to
distinguish what is the best flavor for them.
This leads to a moderate level of new entrants
for we offer a variety of products.

SUPPLIER POWER COMPETITIVE RIVALRY BUYER POWER

(moderate) (high) (high)

The force from the supplier
is considered moderate
because our materials and
ingredients are almost
available everywhere except
that the plastic cups are
soon not available so we
need to find an alternative
for it leading the supplier
power in moderate form.
Even though our generation is
open to new taste of foods, there
will always be a point in time
where we will be missing the old
tastes plus the product that we
are selling is one of the basic
needs of humans that is why
there is a high competition
because food is available almost
everywhere.
As stated in competitive
rivalry, food is available
almost everywhere and we
are not in control of our
costumer’s mind that’s why
whenever the costumer is
not satisfied with our
service and product, they
could easily jump from one
seller to another.

THREAT OF SUBSTITUTE
(moderate)
Prior to buyer power, foods are everywhere so we can
Figure 1.2
be substituted by other sellers if we are not operating or
if our food is not available due to limited stocks offered.

Malayan Colleges Laguna Senior High School 5

 PNDSL

MARKETING STRATEGY

To reach to our target customers, we have developed a unique marketing strategy using
the STP approach and have a created an Integrated Marketing Communications Plan
which will be implemented from February 6, 2018 until February 15, 2018.

Through this marketing strategy, we aim to generate inquiries that will lead to Php
1000.00 sales. Commented [PP7]: Indicate the projected income (total
sales) after implementing your marketing campaign.

The total budget for these marketing effort is Php 200.00. Commented [PP8]: Indicate the total amount you spent on
advertising materials.

Market Segmentation

GEOGRAPHIC SEGMENTATION
The management plans on selling the merchandise around Laguna Province to Metro
Manila, Muntinlupa since all the members of the team resides there and it will be easy
for them to reach the customers. The business also plans on reaching customers by
meet ups, it may also be an opportunity for the team to personally ask them for their
impressions and suggestion about the product.

DEMOGRAPHIC SEGMENTATION
The target customers are from 6 years old and above, since the business is about selling
comfortable and crave-satisfying food. Our main goal is to energize people from a very
tough day in an affordable price. The business is available for both male and female.

PSYCHOGRAPHIC SEGMENTATION
The target customers are a combination of people who loves sweets and students who
are exhausted from a very tough day that needs something to boost their energy.

Malayan Colleges Laguna Senior High School 6

 PNDSL

BEHAVIORAL SEGMENTATION
One common characteristic that can be observed from the buyers is that they love food.
They also look for the food that is fitting for the season. A lot of factors affect their
decisions such as the food being affordable, has a satisfying taste and a nice
presentation.

Target Customers

The business' target market will be people at age 6yrs old and above also those people
who loves and enjoys food. The products will also be offered to both males and females.

Product Positioning

PNDSL Food Services is a business that offers good quality, crave satisfying and
affordable food.

REASONS TO BELIEVE
The management observes the food which is cheap but delicious and would fit for the
season.

BRAND CHARACTER
The product is tasty because of its sweetness. In addition, it is affordable because its
characteristic may be pocket-food.

MARKETING COMMUNICATION OBJECTIVE

The objective of this marketing strategy is for the recognition of the product, to get loyal
customers and suppliers and would reach the quota sales.

Malayan Colleges Laguna Senior High School 7

 PNDSL

Integrated Marketing Communications

By describing our target market using the STP Strategy, we were able to formulate the
following Integrated Marketing Communications Plan. This ensures the consistency of all
our marketing efforts and focus on our target customers at all possible touch points.

The business applied three marketing strategies which are direct, interactive and personal
selling. Since the members are still students, we advertised through coming up to anyone
especially in school and encourage them to buy our product. For the purpose of reaching
a high target market, friends of friends are one factor wherein the business would be
known by everyone.

Malayan Colleges Laguna Senior High School 8

 PNDSL

MANAGEMENT AND OPERATIONS

In this section, we present our management team and describe how our entrepreneurial
venture operates in order to produce value to our customers. Our management team has
been assigned to specific areas of function to provide distinct attention to every detail.
Our business operations are specially designed to fit the demands and challenges of our
customers and the current business environment.

The Management Team Commented [PP9]: Present the profile of each manager.
Do not forget to indicate his/her strengths and why he/she
General Manager has been assigned to such position.

Zhane Ann Tizon

 She has a good mind-set to run a business and she has an attitude of leader
and hands-on on her responsibilities.

Assistant General Manager

Genesis Cyra Aguilar

 She is there to help the General Manager and she is a problem solver in our
business and makes our business.

Marketing Manager
Timothy John Bristol

 He’s good at in communicating with customers and very creative to make

promotions in our product.

Operations Manager
Johnelle Marie Celis

 She is good at checking the quality of the product and knows how to manage
the productivity of strategies.

Assistant Operation Manager

Jean Lyra Psalm Boral

 She has the ability to communicate with people (customers) and makes sure
that the business run doing well.

Malayan Colleges Laguna Senior High School 9

 PNDSL

Finance Manager
Joshua Hernandez

 He is a trustworthy and honest person and accurate in computing in our all

expenses.

Flow of Operations

Our business operations are the dynamic integration of processes. Here we present the
relationship how each function coordinates with one another and with our stakeholders
(suppliers and customers) and the procedure how we source our resources (raw
materials and other services), manufacture our product, and how we deliver our
product to customers.
In getting the merchandise from the business’s supplier, the operation manager assisted
by the Operation Manager they are in-charge to ensure that our all products are in a
good quality and they have the ability to communicate effectively with our supplier.
Then, Marketing manager is responsible in our promotion, get our customer satisfaction
through good communication and advertisement. And our Finance Manager is the one
who record all our expenses and our sold product.
The General Manager, assisted by the Assistant General Manager they are the overall
head of our business that guide and make our business run smoothly and doing well. It
will not be also succeeding without our whole team. Therefore, The Manage Team
cooperation makes our business line in succession.

Malayan Colleges Laguna Senior High School 10

 PNDSL

SIPOC Framework

SUPPLIER INPUT

[COFFEE JELLY] [COFFEE JELLY]

 Supermarket  All purpose Cream

[CHOCOLATE CRINKLES]  Condensada
 Coffee
 Edna’s Store  Jelly
 Plastic cup & plastic spoon
[CHOCOLATE CRINKLES]

 Wrapper
 Tape
 logo
PROCESS
[COFFEE JELLY]
1. Prepare all the ingredients
2. Mix all the wet ingredients
3. Cook the jelly then add to
the mixture OUTPUT
4. And then pour in the plastic
cup.  Homemade Coffee Jelly
[CHOCOLATE CRINKLES]  Re-brand
1. Prepare
2. Packaging
3. Put a logo

CUSTOMERS

 MCL Students
 Outsiders

Malayan Colleges Laguna Senior High School 11

 PNDSL

SUMMARY OF FINANCIALS

Every business gives high importance to its budget or the financial aspect. Like any other
businesses, (your business name) will start its business through business naming or the
legal process/documents. Starting at this point, financial capital should be established.
Our start-up costs will include all the necessary equipment and raw material needed for
production plus the legal fees such as DTI, Fire, Sanitary, Barangay, Mayor’s Permits.
Marketing costs (print advertisements and promotions) were also allotted to promote the
company.

Start-Up Capital

The start-up capital of the business has total of Php 390.00 wherein the partners
contributed Php 65.00 each. The table below shows the capital of business and its
distribution for the required materials for the production of product.

Start-Up Costs

Main Ingredients Price

2 pcs. All-Purpose Cream Php 100.00

2pcs. Condensed Milk Php 100.00

Gulaman Php 11.00

3 packs of Crinkles Php 90.00

Transportation Php 30.00

TOTAL Php 331.00

Malayan Colleges Laguna Senior High School 12

 PNDSL

Total Start-up Capital Available Php 390.00

Total Start-up Costs Php 331.00

Capital Surplus Php 59.00

Maintenance, Overhead and Operating Expenses (MOOE)

Every week, amount of purchases fluctuates because there are days wherein our
product is in demand because there are days where goods are not being sold. Each
member agreed to divide the salary of Php 185.00 since the business is just new and still
starting.

MOOE BREAKDOWN EVERY WEEK

Purchases (Once a week) Php 244.00

Transportation Php 30.00

Supplies Expense Php 29.00

Salaries Expense Php 185.00

Sales Forecast

Sales changes when the price value of the ingredients from the supplier become higher
due to taxes of the government. The table below shows the anticipated sales of product.

Projected Revenue/Sales Php 525.00

Expenses/Cost Php 331.00

Projected profit Php 224.00

Malayan Colleges Laguna Senior High School 13

 PNDSL

Three Year Projected Net Profit

Since the business is still starting, having a small profit is part of it. As this business
continues for three years more, the projected net profit would be higher. The table below
shows the projected profit within three years.

Net profit per piece Php 9.75

Projected net profit (3yrs) Php 18,900

Malayan Colleges Laguna Senior High School 14

 PNDSL

ATTACHMENTS Commented [PP10]:

In this section, attach the following (as stated in your “list of
attachments”):

1.Your Business Model Canvas

2.Product Photos
3.Service Proposal (Proposal Letter and List of
Service Packages with Pricelist) (if applicable)
4.Photocopy of approved contract or service
agreement (if applicable)
5.Analysis of Environment (SWOT Analysis and
Porter’s Five Forces Analysis)
6.Screenshot of Social Media Accounts
7.Print Advertising Materials (posters, flyers, print
ad, etc.)
8. Organizational chart (with photos)
9.other photos (pilot testing, buying of
ingredients, photo with clients, etc)

Malayan Colleges Laguna Senior High School 15