NAVOTAS POLYTECHNIC COLLEGE

Bangus St., Barangay NBBS, Navotas City

“GOLDILOCKS”

Goldilocks Bakeshop Inc.

“Ang sarap magmahal ng Pinoy!”

Group 3

Balmaceda, Ma. Rica C.

Borromeo, Rachel T.

Cabañog, Rhealyn B.

Loyola, Carl Louie T.

Onayan, Romel

Ovilla, Rommel

Roxas, Japeth

Toledo, Richard

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

I. HISTORY

Goldilocks Bakeshop is a bakery chain based in the Philippines, which

produces and distributes Philippine cakes and pastries.

On May 15, 1966, Filipino-Chinese sisters, Milagros Leelin Yee and Clarita
Leelin Go, and their sister-in-law Doris Wilson Leelin, opened the first Goldilocks
store on a 70 m2 (750 sq ft) space on the ground floor of a three-story building
along Pasong Tamo Street in Makati and started with only 10 employees.

In 1976, Goldilocks opened its first store in the United States in Los Angeles.
In 1991, Goldilocks launched a franchising program which led to the opening of
hundreds of Goldilocks' store in Metro Manila. Other stores were later set up in
other parts of California such as San Francisco, San Jose and in Las
Vegas, Nevada.

Pancake House International planned to acquire Goldilocks Bakeshop, but

negotiations to acquire the bakeshop chain fell in 2006. Pancake House offered
to acquire Goldilocks for ₱2 billion.

In 2015, it was reported that there are at least 400 full-service stores in the
Philippines, 12 in California, United States, and three in Vancouver, British
Columbia, Canada.

Goldilocks was named after Goldilocks, a character from the fairy

tale Goldilocks and the Three Bears to make the name of the chain easier to
remember by children and their mothers. The name also suggests the words
"gold" and "luck" which was viewed to be auspicious by the founders. The
naming was suggested by the founders' sister Maria Flor.
In 2010, Goldilocks underwent a full re-branding.

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

II. VISION

Be the leading Filipino Global brand that will fulfill the changing customer needs

through world-class products and services in the markets.

III. MISSION

To foster a culture of a value driven company through: state-of-heart technology

and systems; employee engagement by providing opportunities for growth in an

environment that is conducive for active and innovative thinking; fair return of our

business partners; active involvement in relevant social responsibility projects.

TARGET MARKET

Children or adult can be the target market of the products offered

by Goldilocks and being a celebration-oriented, cakes and other offering of the

company has a great potential to sell its products.

OPERATING HOURS

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

IV. COMPETITORS ANALYSIS

Red Ribbon Dunkin Donut Big Bread Goldilocks

-It has - Strong Niche. - -Pricing

numerous TV, -Brand Strategy.
Radio, and Following. -Procurement
Print -Excellent Chain.
Strengths Advertisement. Franchise -Customer
- It launched Model. Loyalty.
its own -Smart -Strong
webpage to Marketer. Branding.
cater to the -Excellent
trendy, young Supply Chain.
and highly-
educated
customers.
-It invests in
brand-building.
-Localized -Incompetent
-It delayed Competition. Customer
expansion of - Direct Service.
other retail Competition. -Poor
Weaknesses store due to -Delayed Management.
economic Expansion. -Bad
crisis. Acquisitions.
-Expand the -Expand the -Innovation
market. market. -Online
-New -Target the Market.
emerging health -New
Opportunities technologies. segment. Products.
-Emerging -Expand the -Emerging
new customer. menu. Markets.
-Strong -Franchising. -Bad
competitors -Shelf life. Economy.
-New cafes -Competition. -Volatile
and bakeshop. -Raw Material Costs.
Threats -Shortage of Procurement -Online
product. and Cost. Presence of
-Same Competitors.
products to be -Changing
offered. the taste
preference.

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NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

V. FRANCHISE TYPE

VI. FOOD OFFERED

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

VII. FRANCHISE REQUIREMENTS

1. Application Form

2. Prepare the following

 Letter of intent addressed to the Franchise Relations Manager

 Address, location, and vicinity map of proposal (to include site description,

including business establishments within 1 km. radius)

 Comprehensive resume of the applicant (personal background information

credit references, latest ITR, fixed assets and liabilities, proof of billing

address, list of membership organizations, 2x2 colored photograph)

 Filled up Goldilocks Franchise application form

3. Mail the documents to:

GOLDILOCKS BAKESHOP INC.

Franchise Relations Department

439 Shaw Boulevard

Mandaluyong City 1550

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

VIII. FRANCHISE APPLICATION FORM AND AGREEMENT

MOST
.
APPLYING FOR:
( ) BAKESHOP
RECENT
( ) FULL STORE GOLDILOCKS BAKESHOP, INC.
( ) OTHERS FRANCHISE APPLICATION FORM

Personal Information 1 ½” X 1 ½”

In order for Goldilocks to commence processing your franchise application, you must complete the

following questionnaire in its entirety and have each investor/partner fill out separate application
COLOR PHOTO
Name (in full)

(Surname) (First Name) (Middle Name) Age

Residential Address (in full) Years of stay__________ Do you

( ) own home or

( ) rent or

( ) live with
family / relatives

Home tel. no. Fax No. e-mail Celphone

Office Address in full

Office tel. no. Fax No. e-mail

Civil Status Citizenship Tax Identification No SSS No. Passport No.

Date of Birth Place of Birth Religion CTC NO. Date and Place of
Issue

Name of Father & Mother Age Occupation / Business

( Family Name, First Name Middle

Name)

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
Name of Spouse Age Occupation / Business

( Family Name First Name Midlle

Name)

Business/Office Address Tel. No. e-mail

Name(s) and age(s) of children

__________________________________________________________
_______________

__________________________________________________________
_______________

__________________________________________________________
_______________

Describe any physical disability or health limitation

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
 Have you ever been convicted of any crime?_____Yes_____NO
If yes, please give details.
____________________________________________________________________________
_____________

____________________________________________________________________________
_____________

 Has any legal judgment ever been entered against you or your company or your employer
where you were one of the litigants?_____Yes_____No
If yes, please give details
____________________________________________________________________________
_____________

______________________________________________________________
_____

 Are you involved in any pending litigation? _____Yes_____No

If yes, what is the case.

____________________________________________________________________________________
_____

____________________________________________________________________________________
_____

 Have you ever declared personal / company bankruptcy? _____Yes_____No

If yes, please give details

________________________________________________________________________________
__________

_________________________________________________________________
____

Educational Background

Name and address Inclusive years Degree completed Awards

of school

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

High School

College

Post Graduate

Previous seminars / training attended / completed

Inclusive dates Name of Training / Seminar
Conducted by

Business Experience

(Please indicate business/es currently operating and those, which closed, if any within the past 5 years use
additional sheets if necessary)

Present Business Position Years

in Business

Business Address ( in full ) Tel. No. Fax No. E-

mail

Nature of Business

( ) Family owned enterprise ( ) Private corporation

Past Business/employment experience ( Give last position first)

Date of employment / Name of Company Type of Business

Position held

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
Start of business

Address Tel. No.

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

Date of employment / Name of Company Type of Business

Position held

Start of business

Address Tel. No.

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

Date of employment / Name of Company Type of Business

Position held

Start of business

Address Tel. No.

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

Socio – Civic Affiliation

Membership in socio-civic organization (Pls. Indicate name and address of organization )

Name From – To Address

Position

1. ________________________________ _____________ _____________________________

_____________

2. ________________________________ ______________ _____________________________

_____________

3. ________________________________ ______________ _____________________________

_____________

What were your personal contribution/s to the organization in the past two years?

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_______________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Reasons for joining the organization

____________________________________________________________________
____________________________________________________________________
__________________________

Please indicate memberships in clubs, homeowners association etc.

____________________________________________________________________
____________________________________________________________________
__________________________

____________________________________________________________________________________
______________________

Personal Financial Background

( In order for us to evaluate your personal / corporate ability to fund a Goldilocks franchise , please specify
source of funding for the project. )

Financial Assets Liabilities

Cash (in bank) P Notes payable to any bank (pls.itemize) P

Notes and accounts due me P

Inventory P

Marketable stocks/bonds P

Statement of assets and P

liabilities

Total Current Assets P

Real estate P Notes payable to others P

Machinery and equuipment P Taxes payable P

Other stocks and bonds P Other liabilitiesdue within one year P

Automobiles, make and P Total Current Assets P

year

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
Cash surrender value-life P Real estate mortgage P
insurance

Other assets P notes and bills payable after one year P

Other non-life current P Total non-current liabilities P

assets

Total Assets P Net worth P

Total liabilities and net worth P

Can you personally meet Goldilocks’ financial requirements? _____ YES_____NO From what
source?

Please specify. ( Use additional sheets if necessary )

____________________________________________________________________
____________________________________________________________________
__________________________

Total capital available to invest in a Goldilocks Franchise Store Outlet

____________________________________________________________________
____________________________________________________________________
__________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

SCHEDULE A: CASH & SHORT TERM INVESTMENT

(certificates of deposit, commercial paper, money market funds, etc.)

Name of Saving Checking Other short Total Pledged?

institution Accounts Accounts term
(amount) investments Yes/No

(type &
amount)

SCHEDULE B: STOCKS AND BONDS

No. of shares or Description Market Value Cost Pledged

face value
Yes/No

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NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

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NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

OTHER INFORMATION

1) How did you find out about Goldilocks franchising program?

____________________________________________________________________
____________________________________________________________________
__________________________

2) Why did you consider investing into the franchising business specifically bakeshop/foodshop? What
is your idea of
franchising ?

____________________________________________________________________
____________________________________________________________________
__________________________

3) Why would you like to be a Goldilocks franchisee?

____________________________________________________________________
____________________________________________________________________
__________________________

4) Why do you think you would be a good Goldilocks franchisee?

____________________________________________________________________
____________________________________________________________________
__________________________

5) What are your top 3 qualities?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

6) What do you consider to be your greatest achievement both in your personal and work life?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
7) What would you like to improve in yourself?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

8) In your opinion what are the characteristics of a well run business?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

9) What is your idea of excellent customer service?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

10) What do you think of the saying “customer is always right?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

11) What is your idea of good quality?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

12) If you are currently employed, or have other business / family concerns, how do you plan to manage
the store

considering the fact that you will be asked by Goldilocks to attend meetings, participate at franchise
activities or

undergo trainings? If you are not from Manila, are you willing and able to attend such activities in
Manila?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

13) Do you have any existing contractual business affiliations that may limit your involvement in a
Goldilocks franchise

store?Please give details

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

14) Do you / or your business partners currently own a franchise business?_____Yes_____No

If yes, please state the franchisor’s name, nature of business, date granted, number of stores and
their addresses

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

15) If in the past you owned a franchise business, please state the franchisor’s name, nature of
business, date granted,

and the store adddress. Please indicate the reason for ending the franchise.

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

16) Are you / or your family related by blood or marriage to any Goldilocks employee or franchisee
Managing

Director?_____YES_____No If yes, please give details.

____________________________________________________________________________________
_______________________

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

17) Are you / or your present employer providing products, goods or services to
Goldilocks?_____YES_____No

yes, please give details.

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
____________________________________________________________________________________
_______________________

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

18) In your current business / employment what are the routine / regular problems that you attend to
personally?

____________________________________________________________________
_____________

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

19) Have you had any employee relation / people-related problems?_____Yes_____No

If yes, please explain.

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

20) How do you motivate your staff?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

21) Have you had any supplier-related problems?_____YES_____NO If yes, please explain.

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

22) If you will be granted a franchise, who will have the equity in the franchise store? To what extent ?

Name Relationship % Share Responsibility

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

1. _____________________ ________________________ __________

___________________________

2. _____________________ ________________________ __________

___________________________

3. _____________________ ________________________ __________

___________________________

4. _____________________ ________________________ __________

__________________________

5.. _____________________ ________________________ __________

__________________________

23) Do any of the above -listed stockholders/spouse/relatives own a share / interest in another franchise
bakeshop/fastfood
restaurant? _____Yes_____NO If YES, please give details..
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

24) How much time will you spend in the management of a Goldilocks store?

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
Daily - ( no. of
hours)_______________________________________________________________________

Weekly - (no. of days)

______________________________________________________________________

25) Will you be actively involved and have full operational and financial control of the day to day
operations of the store?

Please state details and explain

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

26) Will your spouse/children be involved in the business?_____YES_____ NO If YES, please give
details

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

27) Will you assign another person as the Store Manager who will be in charge of the store operationas?

_____YES_____ NO If YES, please give details of your application

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

28) What are your expectations of the Goldilocks franchise business?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____________________________________________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
29) Do you have any pending application for other bakeshop/fast food franchise?_____YES_____ NO
If YES, please

give details of your application

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_______________________________________

30) How soon can you invest and enter into a Goldilocks franchise agreement?
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_______________________________________

LOCATION REFERENCE

31) What specific geographical area/site are you interested in? What is the potential of this site? What do
you know

about the surrounding establishments? Where will your potential customers be coming from?
(Please fill up the

attached Site Information Sheet)

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_______________________________________

31) For the above site will you build or lease?

____________________________________________________________________
____________________________________________________________________
__________________________

____________________________________________________________________________________
______________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
REFERENCES

Bank / Credit References ( Please indicate contact person/s where accounts are held )

Name Address & Tel. No. Contact Person

Relationship/

How long known

1. ________________________ _____________________________ ______________

________________

2. ________________________ _____________________________ ______________

________________

3. ________________________ _____________________________ ______________

________________

4, ________________________ _____________________________ ______________

________________

5. ________________________ _____________________________ ______________

________________

Personal References ( exclude relatives )

Name Address & Tel. No. How long known

Relationship

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

1. ________________________ _____________________________ ______________

________________

2. ________________________ _____________________________ ______________

________________

3. ________________________ _____________________________ ______________

________________

SUPPLY AND TRADE REFERENCE

Name of Supplier Compant Address Tel. No.

Product/Services

Contact
Person

1. ________________________ _____________________________ ______________

________________

2. ________________________ _____________________________ ______________

________________

3. ________________________ _____________________________ ______________

________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Certification

By signing below , I confirm that all the information given by me in this twelve-page
form is

current, true and correct.

I hereby authorize GOLDILOCKS BAKE SHOP INC. to verify and investigate the
undersigned from whatever source deemed appropriate.

I fully understand that falsifying any information contained herein is sufficient ground
for rejection of my application or termination of any contract that may hereafter be
executed between GOLDILOCKS BAKE SHOP INC. and the undersigned franchise
applicant.

I understand that the filling of this application does not obligate the applicant to
purchase or GOLDILOCKS BAKE SHOP INC. to grant a franchise

Signature of
applicant

Date

I authorize Goldilocks Bakeshop, Inc. to obtain such information as may be required

concerning the statements contained in this application and agree that the application

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
shall remain Goldilocks Bakeshop, Inc. property whether or not the franchise is granted.
The undersigned certifies that the statements and information furnished in this Franchise
Application are true and complete. It is farther understood that the Franchise Application
is not a contract and this form incurs no obligation in any manner or either party.

Signature Date

AUTHORIZATION

Date: _______________

In connection with my application for a franchisee with Goldilocks Bakeshop, I hereby

authorize Goldilocks Bakeshop, Inc. or its agent, to contact any present or past
employer, school, financial institution, law enforcement agency, reference or any other
person, firm or corporation. I authorize and request any of the firms or persons contacted
to provide all information concerning me and I hereby release said firms, institutions and
their agents and employee from all liability and responsibility from releasing this
information concerning my school work, my work habits, character or skill, credit history
or criminal history Goldilocks Bakeshop, Inc. agrees to maintain and restrict the use of
this information in connection with my Franchise Application.

I am willing and request that a Photocopy of this Authorization be accepted with the
same authority as the original

Print Name: ________________

Signature: ________________

Dare: ________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Attestation of Financial Data

The statement in this application of all my assets and liabilities is made as of the
__________ day of __________ 20_____. I hereby attest the accuracy of my financial
data and authorize Goldilocks Bakeshop, or their authorized agent(s) to verify any and
all data submitted, and to make any additional credit checks they deem necessary.

I further authorize Goldilocks Bakeshop Inc. or its agents to release to perspective

financial sources such financial and other information concerning me/us in their files as
may be requested.

Signature of applicant

Date

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Support Documents Needed

1) NSO Certified birth certificate
2) Marriage Contract
3) School Certificates / Diplomas
4) Employment records ( certification of employment )
5) NBI Clearance
6) Audited Income Tax Returns / Balance Sheets (for last 3 years)
7) If with past legal cases, present court resolution
8) Personal references / certifications / testimonials
9) Socio-Civic affiliation certification
10)Bank Certifications

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

IX. FRANCHISE PACKAGES

Bakeshop

 Franchise fee: P800,000 (VAT exclusive)

 Investment Cost: P6 to 8 Million est.
 Store Size Requirements: Minimum of 60 sqm, Maximum of 80 sqm
 Royalty fee: 4% of purchase goods
 Advertising fee: 2 % of total sales

Full Store

 Franchise fee: P 1.2 M (VAT exclusive)

 Investment Cost: P10 to 13 Million est.
 Store Size Requirements: Minimum of 150 sqm, Maximum of 200 sqm
 Royalty fee: 8% of total monthly gross sale
 Advertising fee: 2 % of total sales

Investment cost will cover the following:

 Franchise fee
 Lease hold improvements
 Delivery vehicle
 Operating equipment and utensils
 Collateral / surety bond
 Project management fee
 POS – Point of Sales System with hardware package

Franchise term: 8 years

Bakeshop Full Store

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