Executive Summary

Juans MYrienda is a stall that offers a unique kind of Turon. It gives a different
kind of dining without spending so much. The combination of biko and Torun food
gives a unique kind of taste to the people in Dumaguete City.
The business is organized as a sole proprietorship where the management is
headed by the owner himself Mrs. John Carl C. Flordeliz, who will act as the manager
at the same time, invest 10000 as initial capital.
In the stall the kitchen staff together with the customer service staff will coordinate as one for the
contentment and convenience of the customers. The stall also aims to provide effective and efficient
service to the customers giving them a more tasty food.
The market consists of students, which come from Negros Oriental State University. Having
competitors is somehow good for Juan MYrienda in order for it to excel in its field. MYrienda identifies
COOP, cafeteria, canteen, and the food stall in College of Business Administration as its competitors.
The stall operates from 7:00am-5:00pm as what the respondents have chosen.
Objectives:
Short Term Objectives:
a. To be able the standards of a stall by providing a snacks specifically Filipino snacks
and able to satisfy the taste of customer by serving quality snacks at affordable price.
b. To be able to gain of all the members.
c. To be able to mark a name in the food industry.

Long Term objectives:

a. To be able to have branches all over the Philippines and serve quality snacks to the
customer.
b. To become one of the leaders in the food industry around the world.
c. To be able to develop a wider range of products when the market becomes larger.
Mission
To be able to serve quality snacks at affordable prices and provide jobs
Keys to success
To succeed in this business we must:

Create a unique, innovative, entertaining menu that will differentiate us from the
rest of the competition.

Control costs at all times, in all areas and implement a conservative approach to
growth policy. Although, we provide more than enough fund to open more than
one outlet, we want to be on the safe side of the business.

Sell the products that are of the highest quality, as well as keeping the
customers happy with all of our product categories from food to store
merchandising.

Provide 100% satisfaction to our customers and maintaining the level of

excellent services among other competitors.

Encourage the two most important values in fast food business: brand and
image, as these two ingredients are a couple of main drivers in marketing
communications.

Get access to high-traffic shopping malls near the target market.

Promote good values of company culture and business philosophy.

Employ strict financial controls. This is extremely important in a retail food

establishment.
Offer the highest-quality lunch time fare.

10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0

Sales
Gross Margin
Net Income

Company Summary
MYrienda stall is unique to Dumaguete City. This concept offers customers variety,
offering Filipino snacks within a single establishment. The spatial and menu divisions
will broaden our appeal and provide our customers with a different experience on each
visit.
MYrienda is focused on servicing Norsu growing demand for an ethnic eating
experience. For lack of a better term we are launching an ethnic snack - a stall concept
that responds to norsu students need for selection and choice. MYrienda is a
complimentary mingling of Filipino snack.
Our management team has knowledge in hospitality management combined experience
in food, restaurant and hotel, business management, finance, and marketing arenas.

Company Ownership
The business is organized as a sole proprietorship where the management is
headed by the owner himself Mrs. John Carl C. Flordeliz, who will act as the manager
at the same time, invest 10000 as initial capital,

Start-up Summary
After spending several months searching for a convenient location, the owner
decided to lease a commercial space in NORSU. The start-up capital will be used for
legal expenses, kitchen inventory and equipment, packing and other materials,
insurance, rent, promotion and business sign, and inventory on hand at start-up, as
shown in the table below:
Rent
The commercial property will be leased in JUNE, 2015 for a minimum of one
month, with the option to extend the lease for another eleven months after that.

Inventory:

Food preparations: aprons, gloves, storage containers, trays, work tables,

condiment bottles, cleaning supplies and equipment, tableware, pots and
pans, glassware, paper plates, cooler.
Utensils: cooking utensils, knives, stove.

Equipments:
Seven thousand pesos worth of equipment (long-term assets) will be expensed over the next eleven
months. A complete list of the equipment to be purchased, including prices and acquisition terms, will be
made available for both the investor and the bank's consideration.
Inventory on hand at start-up includes specific ingredients for Torun preparation, lumpia wrapper,
coconut milk, glutinous rice; condense, oil, sugar, calamanse and sauces, juices and other soft drinks,
Legal expenses include business formation, advice and assistance, basic contracts reviews, and general
business advice
Permits expenses are the additional costs incurred to operate legally in the school area.

Company Locations and Facilities

Our stall is located in Negros Oriental State University fronting College of Business
Administration and CNDPAS.
Myrienda stall will open from Monday-Saturday, 8:00am-6:00pm with no lunch break
A. These are the Rules and Regulations for the Employees of the Myrienda stall.
Employees must report at least thirty minutes before their shift begins
Employees have a maximum of five absences annually before sanctions will be applied
after due process.
Employees will have a maximum of (3) incurred tardiness before sanctions will be
applied.
Employees must wear their uniform at all times during their duty hours.
Chef and assistant chef cannot declare future absences at the same time.
Absences must be declared three (3) days before the days of the leave.
Relationships among employees are prohibited.
Employees must always maintain a positive reputation among his/her dwelling place and
at Dumaguete City.
Employees must always observe proper hygiene.
Kitchen staff should wear the necessary gears in handling foods.
Products and its Description
Myrienda provides its original product Biko-Torun and cold beverages. Biko-Torun its a biko wrapped
in lumpia wrapper deep fried served with a choco syrup and condence.

Competitive comparison
MYrienda identifies COOP, cafeteria, canteen, and the food stall in College of Business Administration
as its competitors.
Myrienda stand-out from all its competitors because we provide our product in most convenient in
efficient way. Our product is an original idea of the owner of the company. We proudly present our
product Biko-Torun a unique and special Turon because it serves with choco syrup and condence.
MYrienda will ensure that it offers quality delicacies to the customers at a faster and cheaper rate. Also, it
will not neglect the health of its customers and see to it that everything served is clean.
Sourcing
The ingredients of our main product Biko-Torun purchase in Dumaguete City public market. And the
beverages will be ordered in pepsi Cola Company and other major brands.
Future Product
Our future product will depend on the demands of the customers and in sessional occasions. But we are
definitely sure that our products will be focus on Filipino snacks.
Marketing Analysis Summary
The Students in Negros Oriental State University is the primary market of the business because a
number of these students are not Dumaguete City. They would always look for places to eat and would
also have the purchasing power to eat. Even if they are also from Dumaguete City they would also find
time to go to some places during vacant time.
The secondary target market is the teachers and other employees in the school that dont have the
time to go to their homes to eat while working.

Market Segmentation
MYrienda intends to give satisfaction to its target market. We want everyone to feel welcome and
entertained. We have defined the following groups as targeted segments that contribute to our growth :

Students
The Teachers
Visitors
Guards and Janitors

Target Market Segment Strategy

MYrienda intends to give to the teenagers and youngsters in NORSU. We have chosen
this group for several important reasons. It is our goal to be "the extraordinary bikoturon makers" and we believe that the age group from 15 to 25 is the primary age
where brand building efforts could take place. They are on limited or fixed incomes and
seek a value/price relationship that will not stretch their budgets.
Our secondary target is between the ages of 25 and 37. They are more flexible in
budgets and seek more than a value/price relationship.
Our snacks strategy is dual purposed. First, we are featuring our very own original
product.
Second, we want to keep the price affordable as possible to keep us in competition with
other snacks outlets in the campus.

MARKET TRENDS
Snack bars or food stall are widely known in the Philippines because it is very
convenient and affordable. People are attracted to the different strategies of these
snack bars.
MYrienda choose Negros Oriental State University as its market because of the
opportunity of high sales, and aside from that, we consider the students as the
market and we all know there is a huge number population of students in NORSU.
Market Growth
Basing on the kind of product we offer and on the basis of the given percentage of
buyers of snacks/food in the school, we have come up with an average percentage
that 2% of tourism population w/c is 16,668, are surveyed as potential buyers of
Budbud Turon.
The percentage mentioned seemed so small compared to the usual potential
market targeted by some sellers, however, such rate is a starting point of our
market growth. In each student, there are estimated averages of 2-3 persons that
they can invite after they have consumed our products for instance. If the 2%
population which is about 338 students will invite at least 2 persons each, the
percentage will be tripled until a 100% growth is attained.

Industry Analysis
Despite of the competence in the industry of food services in Negros Oriental State
University, we are confident enough about our product because of its unique style

that brought satisfaction to the buyers. Our product is in the pocket of the students
which means they can afford it easily.
Industry participants
In norsu there are 3 stalls that will provide snacks and drinks to the students, they
operate from 7am to 6pm

Strategy and Implementation

Summary
MYrienda business strategy will be to emphasize its healthy, custom food alternatives.
Most of the competitors cannot compete with MYriendas biko-turon. Most places use a
lot of fried foods, compromising the nutritional value of their food. Additionally, no one
offers the same flexibility or ability to customize the product offerings. This competitive
edge will also be stressed in the marketing campaign.
As mentioned earlier, MYrienda marketing strategy will be distinct for each of the two
market segments that it is seeking to attract.
The sales effort will be based on obtaining 100% satisfaction. MYrienda will work hard
to ensure that every customer has a wonderful experience at MYrienda. Almost
anything will be done to ensure any problems that arise are corrected.

5.1 Competitive Edge

MYrienda has competitive edges that will help it succeed in its business. MYrienda
serves a delicious product at an affordable price that gives costumers satisfaction.
MYrienda takes pride on their establishment because of the uniqueness of their BikoTuron.

5.2 Marketing Strategy

MYrienda will employ a two ways of marketing strategy in an attempt to reach potential
customers within the two market segments. To reach the students, MYrienda must use
resources that are successful in reaching the students. Recognizing that the students
spend the majority of their time on campus, MYrienda will rely on print advertisements
and coupons within the student publications. The print advertisements will serve to
draw notice to MYrienda, increasing the student's awareness about this new stall
alternative. MYrienda will emphasize its product as a tasty, healthy alternative to the

campus snack plan as well as other local food vendors. MYrienda will also use coupons
as a way drawing in students. Coupons are quite effective for students; most of them
are on a fixed budget and jump at the chance to save money.

5.3 Sales Strategy

MYrienda will use the strategy of posting a picture of their product on a hall way where
students can see the posters. MYrienda will provide a promo that costumers well surely
get their attentions. In every purchase of Biko-turon they will get a free juice at first
week.

Financial plan
The following table below will show the 10 months projection of the financial statements
of the business, which will determine the future financial situations.

Revenue analysis
Prospective customers
Students

338

Teachers

20

Visitors

Total

360

360 persons per day

Therefore:
10 months

days in a month

product

Students

338

20

12.00

Teachers

20

20

12.00

Visitors
600.00

20

1 month
81,120.00 811,200.00

7,200.00
12.00

72,000.00

60.00
___________________

883,800
Assumed revenue
JUNE
studen
ts
teache
rs
visitors
TOTAL
produc
t
Revenu
e

JULY

AUGU
ST
5400

SEPTEMB
ER
6920

OCTOB
ER
3500

NOVEMB
ER
7800

DECEMB
ER
5070

JANUAR
Y
6760

FEBRUA
RY
6760

MARC
H
3380

20

20

20

20

20

20

20

20

10
%
5%

676
0
20

680
0
20

2%

10
679
0
12

2
682
2
12

2
5422

2
6942

2
3522

10
7830

2
5092

2
6782

2
6782

2
3402

12

12

12

12

12

12

12

12

814
80

818
64

65064

83304

42264

93960

61104

81384

81384

4082
4

Expensive analysis
Cost of sales- 70% of gross revenue
(81480*70%)
Salaries of employees
Salary per day

days in a month

Person 1
3000.00

150.00

20

Person 2
3000.00

150.00

20

Person 3
3000.00

150.00

20

Person 4
3000.00

150.00

20

total

Total

12000.00

In 10 months
120000.00

Rental
Monthly rental (2500.00 X 10)

250000.00

Taxes and license

Mayors permit and sanitary permit

20000.00 for a year

Inventory
Food preparation
Price

Quantity

Apron
30.00

Water jag
200.00

Tray

2
70.00

Work table
350.00
Condiments bottles

1
2

30.00

Pots and pans

400.00
Cooler

2
1

2,000.00

Calculator
159.00

Ladle

40.00

Gasolito

1,200.00

Tong

20.00

Cellophane

20.00

Caldero
800.00

TOTAL
5319.00

Product

Quantity

Glutinous rice
74.00
Coconut milk
30.00
Lompia rapper

Price
1kl.

2 big hole coconuts

100pcs.

60.00

Oil

1flat

Tablia
30.00

1pck.

Total

20.00

214.00