Established 2019

Business Plan

Submitted and prepared by:

Batulayan, Jhoedy

Dinamling, Avelino

Mendoza, Joe Peter

Carreon, Irish Mae

Daluping, Angelica

De Leon, Veronika Jose

Date of Submission:

November 18, 2018

Submitted to:

Ma'am Glory Drequito

Executive Summary
Business Description

Chabuko is a Philippine dessert, produced in the province of Lingayen Pangasinan. This

chabuko dessert is one of the special pastillas produced in the area. What makes the
chabuko pastillas special? The milk that is used is the carabaos milk, coconut mixture,
egg and flour through this simple natural ingredients chabuko is born as a coconut
special pastillas that we truly enjoy today.

Coco Juana is a start-up business formed through passion for Filipino desserts and
friendship with the goal of promoting the local product, locally and internationally with
Joe Peter Mendoza, Avelino Dinamling, Angelica Daluping, Nikki De Leon, Irish Carreon
and Jhoedy Batulayan, together we unite as one to introduce our products and
services with the rich and sweetness of its culture embracing into it. We formed this
business with one goal and one purpose to promote local desserts of the Philippines
with creativity, locally and internationally.

Company Summary

Coco Juana is a dessert bar concept based in the Business Improvement District of
Lingayen Pangasinan. It emphasizes handmade gourmet desserts in a casual
atmosphere. Watching your dessert be prepared right in front of you is the unique
selling point of our business.

Start-up Summary

Our start-up costs come to 1 million which is mostly kitchen equipment, store furnishings
and construction, and starting inventory expenses associated with opening our first
store. The start-up costs are to be financed by outside investment.

Industry Analysis

The dessert and pastry industry are a huge business that caters to people's weaknesses
for tasty breads, cakes, pies and sweet rolls. According to the Bakers Association,
bakery products make up 2.1 percent of the gross domestic product of the Philippines.

Size of the Market

The dessert and pastry industry generates more than 30 billion in revenue each year.
The industry includes 6,000 retail bakeries and nearly 3,000 commercial bakeries. While
the market of small bakery retailers is highly fragmented, three producers (Grupo
Bimbo, Flowers Foods and Campbell Soup Co.) account for 55 percent of total
commercial dessert and pastry industry revenue.

Retail bakeries generate around 3 billion in revenues, and commercial bakeries sell 31
billion in products. However, profits are not particularly high because of the rising costs
of wheat and sugar. Bakeries are not always able to pass on these increased costs to
consumers by raising prices.
Sixty-five percent of all bakeries have less than 10 employees; 44 percent have one to
four employees, and most small retailers only have one facility. All in all, the baking
industry employs nearly 800,000 people, generating more than 44 billion in direct
wages.

Market Segments

The products that make up the bakery market are as follows:

Bread: 32 percent

Rice cakes: 19 percent

Cakes: 15 percent

Retail bakery products: 10 percent

Pastries: 8 percent

Desserts: 2 percent.

Barriers to Entry

Becoming a desserts and pastry bakery and shop takes a large amount of capital to
purchase equipment, and you’ll face stiff competition from the existing well-known
brands. Opening a small, retail bakery requires less equity and is easier to start. Smaller
bakeries can establish themselves with specialty products, such as different candy or
sweets, and develop a loyal following of local customers.

Threats to the Market

As consumers become more health conscious, they will demand more gluten-free, low-
carbohydrate, whole grain, organic and paleo diet products. Buyers also substitute
baked goods with nuts, yogurt and fruit bars.

Government regulations will continue to weigh heavily on the industry. The

Environmental Protection Agency and the Food and Drug Administration are constantly
overseeing the operations of bakeries and issuing new regulations that increase the
costs of production.

Outlook for the Future

The market for baked goods is expected to grow around 1 percent per annum in the
coming decade. Consumption is affected by changes in disposable income, consumer
preferences and economic conditions.

Large commercial desserts and pastry bakery will continue to dominate the
competition in the market, because the other firms are small and the market is highly
fragmented. The major commercial bakeries, such as Goldilocks , will continue to grow
by acquiring other brands and regional
Mission Statement

The mission of Coco Juana is to promote Local product/s like Chabuko

internationally at the same time to offer affordable priced quality food and to build the
best product that will not cause harm to the environment. To inspire healthier
communities by connecting people to real

Business Goal

Our goal is to promote our product/s locally and internationally and at the same
time to capture bigger market in different countries. To increase customer’s satisfaction
and loyalty by providing an incredible taste, freshest product/s comes from natural
fruits.

Vission

Take off our business internationally around the globe with the richness of our
culture.

Business Model

Products and services

Lingayen, Pangasinan has these unique products and best products that you can only
bought in this town which you will love. These products are unique because of its
different taste and these products are made with buko (macapuno), which is a favorite
dessert ingredient of Filipinos.

PRODUCTS

CHABUKO. It is a product made with buko (macapuno), carabao milk, sugar, egg, &
flour. It has a unique taste that people would love at first bite. It is originally made in
Lingayen Pangasinan.

BAGOONG. A common food in the Philippines made in Lingayen, Pangasinan. It is

made with ancnovies, shrimp, and other species of fish that are salt-cured and
fermented to be served as a condiment or seasoning in a variety of food dishes.

BUKAYO. It is a Filipino version of coconut candy. It is a sweet Filipino desert/ snack that
originated from Lingayen, Pangasinan. It is made by simmering coconut strips in a
mixture of coconut water and sugar. It is also called grated coconut candy. It contains
coconut meat, dark brown sugar, and muscovado sugar. It is soft and chewy like a
candy which is not what it looks like that makes it a unique product.

TUPIG. It is a sticky cake from a ground blend of a native root crop and coconut. It is
also originally made in Lingayen, Pangasinan. It is then wrapped in banana leaves and
cooked over live charcoal grill. This delicacy may not look appetizing specially if you
see the burned banana leaves wrapping. But I’m sure you are going to love it when
you tasted it.
SERVICES

DELIVERY. Transporting the products to customers who requested for a delivery in

Pangasinan. Having a cheap delivery fee and delivery time within 9 am to 8 pm.

Cocojuana Market Analysis

E-tailing market segmentation is necessary and often critical to the development of

effective marketing strategies in today’s competitive marketplace. The benefits to be
gained from a segmentation strategy are closely linked to the marketing concept. The
process of identifying segments necessitates a thorough analysis of the entire market,
not only focusing on the customer’s needs and shopping habits but also providing
knowledge of changing market conditions and competitive actions. This knowledge
enables the e-tail organization to identify those segments that offer the most promising
opportunities in relation to the organization’s strengths. The purpose of this business plan
is to pursue better measures for predicting and explaining use. The investigation focuses
on two theoretical constructs, perceived usefulness and perceived ease of use, which
are theorized to be fundamental determinants of system use.

SWOT analysis

SWOT (an acronym standing for Strengths, Weaknesses, Opportunities and Threats)
analysis is a commonly used tool for analyzing internal and external environments in
order to attain a systematic approach and support for decision making. The SWOT
approach is based on the aggregation of the internal (strengths, weaknesses) and
external (opportunities, threats) factors for adopting strategies. In other words, the
extracted strategies of SWOT matrix is comprised of four categories of factors
combinations: – Strengths and Opportunities (S-O); – Strengths and Threats (S-T); –
Weaknesses and Threats (W-T); – Weaknesses and Opportunities (W-O).

• Strength:

1. Hard to replicate

2. Best in the entire Region 1

3. Interactive relationship market.

4. Made locally from fresh ingredients bought from local farmers.

5. Existing in the local market for years, therefore knowing people’s tastes and
whims.

• Weaknesses

1. Available only in the province of Pangasinan, Municipality of Lingayen

2. Hard to find

3. Not all stores sells Chabuko so it's hard to find.

• Opportunities

1. Local and outside Demand is soaring

- Chabuko is always present and available in almost all kiosks or stores during
summer season between the months of April and May because of the annual product
Expo held in Lingayen Beach Front as part of the annual celebration of Pista'y Dayat
following after Bangus Festival which showcases the OTOP of Pangasinan and other
Products of Neighboring provinces who wishes to showcase their products as well.

2. Focus on packaging, quality making/process, serving what consumers expected.

• Threats:

1. Tough to get funding

2. Harder to find

3. Availability in certain areas depending on franchise/kiosk

4. People become health conscious day by day

5. The threats faced by Cocojuana are the entering of many new competitors into
the market that maybe local or international brand.

The Target Market

The Target Market for Cocojuana is those who are seeking hard to find products or
those who are living away and wanted to purchase our product.

Segmentation:

Demographics:

• Age: Youngsters, Senior Citizens, Young Professionals (In general, there is no age
limit focus by the Cocojuana. The target and focus is on each and every individual in a
society. Chabuko finds its largest demographic in the young of any society.)

• Family Unit: we will also appeal to families with children.

• Gender: we target both sexes especially women who naturally have sweet
tooth.

• Income: we appeal to all income (single to family unit) starting from lower to
middle bracket.

Geographic:

• Rural Areas: many people who live in the city do not have any access to locally
produced products with affordable price. Most of this produced products have higher
market or markup value given by different stores to cover supplier fees( delivery,

etc.)
 Psychographic:

• Income: we appeal to all income (single to family unit) starting from lower to
middle bracket.

• Quality: Consumers always want the best quality product and a justified price to
that. Chabuko stands for high quality food, maintaining the consistency of each
product.

• Packaging: we ensure that the production and package use are not harmful to
the environment. We use biodegradable and recycle packaging to minimize waste.

• Locality: It supports local farmers and producers so both can benefit in from the
use of these local products and thus buying from them means supporting them,
minizing the cost of production and cost of deliveries for everyday production.

Target Market Segmentation Strategy:

Cocojuana intends to cater to the bulk of families, Senior Citizens, Youn Professionals,
and Youngsters of Baguio City. It is our goal to have "extra ordinary e-business" and we
believe that the group of/from 6-60 years old is the primary age where brand building
efforts would take place. They are on limited or fixed incomes that will not stretch their
budgets.

Environmental concernsOver and above ensuring our packaging is supplied via

recycled or renewable resources; Cocojuana are enthusiastically complying with the
new environmental directives on recovery and recycling of packaging waste.