Professional Documents
Culture Documents
THESISNESS!!!
THESISNESS!!!
THESISNESS!!!
SECTION 1
EXECUTIVE SUMMARY
offers variety of waffles in affordable prices. Toffles is located inside Chiang Kai
• Banana Toffle
• Strawberry Toffle
• Mango Toffle
• Chocolate Toffle
Food and beverage industry is visibly growing from year to year. Even the
numbers of establishments are getting a large number from year to year. It only
means that the proponents would surely have a large number of competitors
The team will manage and be responsible for all the aspects related to
Toffles.
Trisa Cipriano, the General Manager, age 19 will be responsible for the
strategy formulation. She is responsible for sensitive and key position in firm.
She is very effective in organizing activities and has a good supervising skills.
responsible for the sales and marketing activities of the company. She is
family business. Likewise, her forte in dealing with people that made her very
Kathleen Anne Hamoy’s age 19, will be the financial manager of the
business. Her background in family business can make her effective and
Rosario and Kathleen Anne D. Hamoy are committing Php 45,000.00 in the
starting the start-up of this venture, will be used for the rental of the place,
Sales
Gross profit
Net Income
If someday, Toffles would be closed, the proponents will divide all the
course, the money equally to each member. The cart will be sold to let the
SECTION 2
BUSINESS DESCRIPTION
To sell remarkably delicious and healthy foods. That we sell meets the
highest standards of quality, by providing our customers with the best service.
Toffles is a business that was taken out from an idea of third year
students from Letran Manila, out of hunger and cravings for something that is
sweet and heavy to the stomach. As the team experienced the first few weeks of
being a third year student, it has always been an experience of hunger during
the class hours, especially during the long breaks. That is why, Toffles came
into an existence. The team thought of something that is sweet, heavy, and
unique. The team also has a background about baking from last semester’s
bakery management and this could be an opportunity to practice the skills that
was learned from the baking class, and an opportunity to earn profits.
5
Darhelle del Rosario are general partners. They will manage and contribute to
the needed capital for business and will be equally liable for its debts. Partners
divide responsibility for management and liability, as well as the shares of profit
or loss according to their agreement. Equal shares are assumed. Members will
provide 15,000 pesos each for us to come up with the target capital 45,000
pesos to establish the business. The initial money that will give individually will
be coming from our savings, allowance, and small contribution coming from our
The team will start the promotional strategy by having flyers indicating the
different flavors of pancakes, benefits of each product, different flavors and the
toppings and create Facebook Fan Page to endorse Toffles to other people.
Sept ’11
Oct ‘11
Aug ‘11
Nov ‘11
May ‘11
Dec ‘11
Feb ‘11
Mar ‘11
Jun ‘11
Jan ‘11
Apr ‘11
TASKS
Idea Generation
Planning of the business
6
Basically, the team got the name Toffles from our product which was
Waffle. Initially, the team has come to this idea of having unique food with its
taste and concept you could actually see the moment you buy one. The group
decided to turn simple and boring pancakes into a new one. These are
interesting Waffle with your own chosen flavor already mixed with it, that’s why
they were called Toffles! If you’re not contented with a single flavor, you can
MANGO TOFFLES
STRAWBERRY TOFFLES
BANANA TOFFLES
heavenly taste.
Based on research waffles are usually served with fillings inside. It has
innovation the group came up with a new waffle. The group decided to put twist
in waffles which is a combination of flavor and added toppings on it. In the future
the owners would like to develop the product by adding more flavors.
8
SECTION 3
MARKET ANALYSIS
Number of Establishments
Year Number of Number of
establishments Growth Rate Employment Growth Rate
employment in food industry from 2006 – 2008 in the table. There is also a
continuous development in the industry. These findings implicate that the target
9
market industry has an optimistic view for the proponents to establish the
business.
The main target markets of Toffles are male and female persons who are
between the age of 3 and 50, mostly the students and employees inside Chiang
Kai Shek College. Our targets are not just the two but also we want our
limited to a certain nationality, sex, or marital status. Anyone who has love for
No 0 0%
The table 1 shows that 100 or 100% of all respondents eat waffles.
Breakfast 24 24%
Snack time 28 28%
Anytime 48 48%
Table 2 shows that 24 or 24% out of 100 respondents eat waffles during
breakfast, 28 or 28% eat during snack time and 48 or 48% eat waffles anytime
which reveals that people eat waffles depending on to what time they like.
Yes 95 95%
No 5 5%
Table 4 shows that 95 or 95% out of 100 respondents said that they
already tried to eat flavored waffles, while the other 5 or 5% haven’t tried flavored
waffles.
Table 4 shows that 98% or 98 out of 100 respondents would like to try
new flavor of waffles, while the other 2 or 2% doesn’t want to try new flavor of
waffles.
11
banana)
Both 54 54%
Table 5 shows that 18 or 18% out of 100 respondents would like to try chocolate
flavor, 28 or 28% would like to try fruity flavor, while the remaining 54 or 54% answered
Table 6 shows that 72 or 72% out of 100 respondents are willing to wait for 1-4
Mall 5 5%
Table 7 shows that 70 or 70% out of 100 respondents prefer the location near or
inside the schools, 25 or 25% answered in residential areas while the remaining 5%
Plastic 8 16%
Paper 42 84%
Table 8 shows that 84 or 84% prefer to use plastic as the packaging while
range of 12-16 pesos, while 44 or 44% answered they can spend between 16-
Yes 48 98%
No 2 2%
3.4 COMPETITION
The direct competition or the brand competitions for Toffles are Waffle
Waffle Time
Pinoy Waffle
Fruits
n’
Waffle
popularity.
The indirect competition or also called substitutes for Toffles are Crepes
crepe has an ice cream and other toppings to put on. Its
Dunkin’ Donuts
branches.
Mister Donuts
twist of cool different yummy flavor. Each flavor has its own taste that will be
served quickly because its freshness quickly decrease. The opportunity for
Toffles is to sell more because of its delicious flavor. Threats for the product
are the competitors because Toffles is a new entry in the business and it is
of a business. It comes in different but effects are relatively the same. These are
business.
subordinates. The objective here is to select the right people to hire in the
SECTION 4
OPERATIONS
A marketing strategy will be centered on the main concept, and that is the
competitive advantage.
Toffles, in the first place will be made to satisfy any possible customer
whose cravings and at the same time, aid his/her hunger with an affordable
price as possible. The name will be intended to make people happy and lessen
their stress from everyday life. Because of that, the team has made Toffles more
targets people ages between 4 – 50, male and female, students and working
people. The location will be at Chiang Kai Shek, Manila . The team knows how
tight the competition is around the city since the food business is a trend with
people that is also known as an eating machine. Holding that fact, Toffles want
to catch these people to grab some of the Toffles’ flavored waffles and get away
from those usual foods that are normally seen at the streets/market. Surely, the
team will be confident if they have establish a good harmonious relationship with
the market ,then the customer will have the urge to buy and crave for more
flavors.
Toffles will sell waffles that have a combination of toppings and different
flavor like mango, banana, strawberry, and chocolate in Chiang Kai Shek
College Tondo, Manila. Toffles will be positioned versus other stalls around the
school as the “best stall to serve delicious snack”. Toffles has a good quality in
serving waffles. The business will be known for its yummy twist of cool different
flavors.
Toffles is the only waffle business that serves selected toppings by the
customer and have different flavors which are mango, banana, strawberry and
chocolate.
The strategy will be used in the business is cost based strategy. The
strategy determines the prices of the product, relative to the cost incurred in
producing a product. It includes the cost of each ingredient. In this way it would
help the business to meet the equitable price in selling the product.
4.1.3 PROMOTIONS
different variety of product and attract more buyers and to persuade customers
4.1.3.1 ADVERTISING
customers. The target market will be the students and employees of Chiang Kai
Shek. They are very technology dependents so the proponents decided to give
http://www.facebook.com/pages/Toffles/188457271165918
Toffles provide a service for the company by helping to give the public
especially the target market a better understanding of how Toffles work. The
Toffles will approach each customer in a way that they would actually
come back for more because they would like not only by physical means but
also how it would taste. Price would also be a consideration for them to be able
to buy anytime they’d like to. Each personnel will be very accommodating so for
the customers to feel that they are an important part of the business.
Figure 4
23
Figure 5
Since our target market are students the group searched for an
appropriate location which is the Chiang Kai Shek College. One of the
advantages of our chosen location is that Toffles will be establishing inside the
school and has no problem regarding with the transportation. Aside from that the
place is safe and secured because the school itself is providing security.
Regarding in supplying the raw materials it is also near the factory of suppliers.
24
Figure 6
25
PACKAGING
Figure 7
4.3 PERSONNEL
company’s policies.
Requirements
• Highschool graduate
distinguish itself from the competition. Good customer service is all about
customers. For more accurate communication with customers, the following are
• Web Service or Online Site: This allows the customers and employees to
access information and perform routine tasks over the Internet, without requiring
representative.
• Survey: designed to provide our customers with the best service possible and
insight into the transaction between your staff and your customers. Comments
will enable the team to see how Toffles do overall and find out how we can
improve.
framework of challenging targets for the consumer over the next years. Strategic
view of the needs and opportunities to achieve outcomes that meet the
expectations of industry will be the key to the success of this plan. The team is
the business operation. Toffles will contribute to the surrounding of the business
location through proper segregation of trash. The group will use paper for the
29
and must follow the standards set by the owners to maintain sanitation in
making the product because Toffles prioritize the health of the customers.
SECTION 5
MANAGEMENT TEAM
30
Cipriano, Darhelle C. Del Rosario and Kathleen Anne D. Hamoy, the team will
manage the business and be responsible for all the aspects related to Toffles.
and key position in firm. As a manager, she will be managing overall operations
of the business. She is a member of Letran Band and has a position of Vice
skills. She also makes good decision. Concerned with the production, pricing,
handling financial reports, accounting, and all kinds of financial analysis for the
business. Since her family owns a small business that qualifies her to handle
financial matters. She will be doing inventories and sales after every business
operations.
Darhelle del Rosario is responsible for the sales and marketing activities
different products because of the family business. Likewise, her forte in dealing
with people that made her very suitable for the position.
31
Figure 8
General Manager
Sales and
Financial Manager Marketing
Manager
Food Attendant
activities that concerns managing all the aspects of various business operations.
In this business, the general manager will further be looking into the matters
While the Finance Manager is the one responsible for advising and
manager also advises about the importance of budgetary planning and the
The Marketing manager and sales manager is the one who analyzes
plans and implement marketing and sales activities for the business. She also
monitors how target markets respond to marketing efforts. Hence, their goal is to
Lastly, the food attendant is in charge of the food stall and attends to the
5.4 OWNERSHIP
Percent Personal
Name Position Ownership Investment
Trisa S. Cipriano General Manager 33.3% 15,000
Kathleen Anne D. Hamoy Financial Manager 33.3% 15,000
Darhelle C. del Rosario Marketing and Sales 33.3% 15,000
100% 45,000
Section 6
CRITICAL RISKS
6.1 EXTERNAL
External Risks are the uncontrollable factors that can affect outside the
Increase in Competitors
Competitors are everywhere and there will come a time that new stalls
might open near Toffles location. The tendency is the sales will be
affected.
Natural Calamities
Robbery
Fire
loss which can turn down the business. The group will be greatly affected
Internal risks are the controllable factors that can affect inside the
guarantee the availability of the chosen location for the reason that it is
not yet paid. The owner of the place might give the rent for others. It is
business is a new entry in the industry and still adjusting. Sales might be
low at first and the income will be affected that can cause lack of financial
Personnel Problem
The personnel that the group will hire serve as the frontage for the
like sickness, personal problem and other reasons that the personnel
Fidelity Bond
for losses that they incur as a result of fraudulent acts by specified individuals. It
usually insures a business for losses caused by the dishonest acts of its
employees.
This kind of insurance was chosen by the team for them to have an agreement
Health Insurance
Since Toffles is under the food industry, its main concern should be the
health and safety of the employees and customers. The personnel will be the
one handling the food that’s why they should be in good health to avoid
contamination and for the customers to be ensured that product that they are
buying is safe.
toffles.
Natural Calamities It would really help if the team and the personnel
trusts worthy.
Fire One thing that can cause fire is the improper use of
APPENDIX A
Yes
No
Breakfast
Snack time
40
Anytime
Yes
No
Yes
No
Chocolate flavors (cookies & cream, dark choco, milk choco etc.)
Both
Others ____________________________
1- 4mins.
3- 7mins
Residence area
41
10- 15 php
15- 20 php
Yes
No
Figure 9
TRISA S. CIPRIANO
trisa_07@yahoo.com
_______________________________________________________________
EDUCATION BACKGROUND
College
High School
Elementary
Elementary
43
PERSONAL BACKGROUND
Nationality: Filipino
March 6, 2009
February 1, 2010
Ermita, Manila
CHARACTER REFERENCES
09154928440
45
darhelle_delrosario@yahoo.com
_______________________________________________________________
EDUCATION BACKGROUND
College
High School
Elementary
46
PERSONAL BACKGROUND
Nationality: Filipino
woman
Renaissance Hotel
Macro Asia
Wine Museum
February 2, 2010
Baking Seminar
CHARACTER REFERENCES
Oxygen
Designer
09162932716
09154928440
Administrative Officer
09177218603
tatcola_avrileen00@yahoo.com
_______________________________________________________________
49
OBJECTIVE To do all my best to perform the task that I’m in charge with the
company’s requirements.
EDUCATION BACKGROUND
College
High School
Elementary
PERSONAL BACKGROUND
Nationality: Filipino
Wife
Bakery Management
CHARACTER REFERENCES
Secondary Teacher
Butter Sugar 65
Hazelnut 75
Banana de Leche 95
Chocolate temptation 95
Carribean Cruise 95
Cappuchoco 125
WAFFLE TIME
Cheese Delight 10
American hotdog 12
52
German Cheese 15
Tuna salad 12
Italian Sausage 15
Pinoy Longanisa 15
Ultimate Ube 10
Mango Magic 10
Belgian chocolate 12
8.5 PROMOTION
Of
Toffles
That we, Trisa S. Cipriano, single, Darhelle C. del Rosario, single, and
Kathleen Anne Hamoy, single, all Filipinos of legal ages, and residents of Metro
accordance with the laws of the Republic of the Philippines under the following
1. That the names and addresses of the respective partners are as follows:
2. That the name of this partnership shall be Toffles and it shall exist for Five (5)
years from the execution of this instrument, unless the partners mutually agree
unanimous vote, the assets and cash of the partnership shall be used to pay all
3. That the capital of this partnership shall be Forty Five Thousand (45,000),
The partnership shall maintain a capital account record for each partner;
should any partner's capital account fall below the agreed to amount, then that
partner shall have his share of partnership profits then due and payable applied
instead to his capital account; and pay any deficiency to the partnership if his
share of partnership profits is not yet due and payable or, if it is, his share is
4. That the purposes for which this partnership is established are as follows:
Methods.
5. The partners shall provide their full-time services and best efforts on behalf of
the partnership. Each partner shall have equal rights to manage and control the
6. That the profits and losses shall be divided among the partners pro rata, in
7. No partner shall transfer interest in the partnership to any other party without