I.

Executive Summary

Cistus and Daniella Morgan have been very relevant in the food industry for decades.
Both opened their first restaurant in New York City in 1996 and their second in Ontario
Canada in 2005. They have been praised for the quality of many of the items on their
menu and they have attained a special notoriety for their desserts.

After years of request for their flavoured whipped cream toppings, they have decided to
start marketing these products separately from the restaurants. They have also
developed several recipes for flavoured whipped cream topping. This unique couple has
developed wonders like chocolate, raspberry, cinnamon almond, and strawberry.

These flavoured dessert toppings have been used in the setting of their two restaurants
over the past 10 to 15 years, and have been produced in large quantities for their
unique customers. The estimated shelf life of the product is 21 days at refrigeration
temperatures and up to six months when frozen.

We at CJ’s Frozen Fish, Inc. plan to market the product in the frozen state in 8 and 12-
ounce plastic tubs. We also plan to have the products available in six ounce
pressurized cans. We believe that special attention has been given to developing an
attractive label that will stress the freezing nature of our products. We believe that the
distribution of our unique product will start in the local south-eastern Oklahoma area.

We at CJ’s Frozen Fish, Inc. believe that our business has an established name and
reputation in this area, and product introduction should encounter little resistance.
Adequate research and projections show that the company will have both a positive
cash flow and profit in the first year.

 Description of the Company

It has been estimated that the global frozen fish market size exceeded
USD 250 Million in 2022. This is because busy lifestyle coupled with shifting
preferences among consumers towards ready to cook meals owing to
convenience and hygiene has remained a key driving factor for the overall
industry.
Compared to the fresh ones, these products contain maximum vitamins
and minerals. It is believed that this is because freezing preserves the
products for extended periods without any preservatives and prevents microbial
growth that causes fish spoilage and massive disposal.
It has been discovered that online purchase of frozen fish is gaining
popularity across developed nations, and this will have a positive influence on the
overall industry over the next eight years. These facts will also help in increasing
the shelf life of fruits and vegetables.
 Also, availability of commercial and industrial freezing is further expected
to boost the industry’s growth. It is important to note that the large unorganized
industry participants, particularly in China and South East Asian countries, face
great challenges regarding their price offerings and product quality as compared
to large multinational corporations.
Also high maintenance and logistics costs are believed to pose a
hindrance for the industry participants over the forecast period and years. It is
believed that the market for fruits and vegetables will continue to enjoy increased
momentum as the leading manufacturers help in commercializing the benefits of
fruits & vegetables as part of healthy diet.
Due to their busy lifestyle, the consumers nowadays want to get rid of the
fresh vegetable concept. As a result, the processors are indulging themselves in
innovating garnished, spiced and seasoned fruits and vegetables, which can
tantalize the taste buds of consumers.

 Our Mission and Vision Statement

 The mission of CJ’s Frozen Fish, Inc. is to provide the residents and visitors
of Philippines with an upscale store that offers frozen fish and flavoured
whipped cream topping delicatessen specializing in a combination of quality,
authentic, hard to find, grocery items from around the world.

 Our vision at CJ’s Frozen Fish, Inc. is to offer customers the best product
prices on the highest quality frozen fish.

 Our Products and Services

We at CJ’s Frozen Fish, Inc. intend to serve our customers with fresh
frozen fish product. We at CJ’s Frozen Fish, Inc. currently provide numerous
frozen fish products to restaurants in Philippines. We also plan to focus on
popular frozen fish selections that will bring customers into the store. CJ’s Frozen
Fish, Inc. will have the following retail products:

 Frozen Catfish

 Frozen Bangus

 Frozen Tilapia

 Jumbo Fresh Gulf Shrimp

 Alaskan King Crab

  Florida Lobster

 Frozen Tuna

 Fresh Gulf Fish Fillets

 Yellowfin Tuna

 Frozen Mudfish

 Snapper

II. History and Position to Date.

CJ’s Frozen Fish, Inc., a player positioned in both markets, the professional market is
highly competive and margins are small, while the end consumer’s market is very
dynamic and has a high growth rate and higher margins. Our positioning in the end
consumer market, with ready meals, therefore makes more sense. Until very recently,
products manufactured in Philippines did not include meal substitution. It consisted of
meat or fish that had to be included in a home-prepared meal. This year, one new actor
launched frozen bangus . there is indeed a positive trend towards a rise in demand for
semi-finished and finished products, as well as high added value frozen goods. CJ’s
Frozen Fish, Inc. Which is a brand created in 2020 and currently well recognized,
believes that “frozen fish are clearly not meal substitutions in Philippines households but
they are called to become so in the near future. “Talking with people working in the food
sector in Philippines has also clearly confirmed that the frozen fish sector, in general,
and the substitution meals in particular are very promising. Target market size the
frozen fish market is located in Philipines more especial.

 The Company mission

The mission of CJ’s Frozen Food, Inc. is to provide the residents and visitors of
Philippines with an upscale store that offers frozen fish and flavored whipped
cream topping delicatessen specializing in a combination of quality, authentic,
hard to find, grocery items from around the world.

 Management Team and Key Personnel

We at CJ’s Frozen Fish, Inc., understand and believe comfortably that the
connection and workforce we employ should be structured with enough room for
creativity, and pay should be commensurate with the amount and quality of work
completed. CJ’s Frozen Fish, Inc. will not be departmentalized and every decision
made in the company will be done in accordance with the company mission.
 Our workers will be given explicit tasks based upon their creativity, knowledge,
and social ability. We hope to fulfill all our goals and visions, which is why we have
chosen designated portfolios to employ right from the beginning. They are;

 General Manager

 Head of operations

 Admin and Personnel Manager

 Nutritionist

 Sales and Marketing Officer

 Accountants/Cashiers

 Waiters/Waitress

 Drivers/Distributors

 Security Officers

 Cleaners

 Job Roles and Responsibilities

General Manager

 His in charge of overseeing all other executives and staff within the
organization.

 He is tasked with board of directors and other executives to determine if

company is in accordance with goals and policies.

 Charged with encouraging business investment.

 He also promotes economic development within communities.

 He is in charge of directing the organization’s financial goals, objectives and

budgets.

 Implement the organization’s guidelines on a day-to-day basis.

 Preside over quality control.

 In charge of hiring, training and terminating employees.

 In charge of developing and implementing strategies and set the overall

direction of a certain area of the company or organization.

 Provide visionary and strategic leadership for the organization.

 Collaborate with the board of directors to develop the policies and direction of
the organization.

 He makes sure that the members of the Board of Directors have the
information necessary to perform their fiduciary duties and other governance
responsibilities.

 He also provides adequate and timely information to the Board to enable

them to effectively execute its oversight role.

 Direct staff, including organizational structure, professional development,

motivation, performance evaluation, discipline, compensation, personnel
policies and procedures.

Head of operations

 In charge for managing the daily activities in the store

 Makes sure that the restaurant facility is in very good shape and conducive
enough for customers

 Connects with third–party providers (vendors)

 In charge of supervising and training new staff members

 Reports to the General Manager

 Settles all customer complaints and inquiries

 Creates budget and reports for the fast food

 Any other duty as assigned by the General Manager

Admin and Personnel Manager

 In charge of overseeing the running of HR and administrative tasks for Cold

Foods Inc.
 Monitor office supplies by checking stocks; placing and expediting orders;
evaluating new products.

 Ensures operation of equipment by completing preventive maintenance

requirements; calling for repairs.

 Stays updated on job knowledge by participating in educational opportunities;

reading professional publications; maintaining personal networks;
participating in professional organizations.

 Builds the reputation of Cold Foods Inc. by accepting ownership for

accomplishing new and different requests; exploring opportunities to add
value to job accomplishments.

 State job positions for recruitment and managing interviewing process

 Organize staff induction for new team members

 In charge of training, evaluation and assessment of employees

 In charge of arranging travel, meetings and appointments

 Oversee the smooth running of the daily office activities.

Nutritional Consultant

 In charge of evaluating clients nutritional needs

 In charge of providing nutritional counseling and advice to clients

 Tasked with creating a clinical nutrition treatment plan for a client

 In charge of educating the public on nutrition issues

 Researching the effects of nutrition on health and fitness

 Consulting with a team of health care practitioners on nutritional

management for a client

Sales and Marketing Officer

 Oversees external research and coordinates all the internal sources of

information to retain the organizations’ best customers and attract new ones
 Creates demographic information and analyze the volumes of transactional
data generated by customer purchases

 Understand, prioritizes, and reaches out to new partners, business

opportunities et al

 Understand development opportunities; follows up on development leads and

contacts; participates in the structuring and financing of projects; assures the
completion of development projects.

 In charge for supervising implementation, advocate for the customer’s needs,

and communicates with clients

 Create, executes and evaluates new plans for expanding sales

 Keep all customer contact and information

 Represents the company in strategic meetings

 Aid to increase sales and growth for the business

Accountants/Cashiers

 In charge of preparing financial reports, budgets, and financial statements for

Illustry’s Inc.

 Provides financial analyses, development budgets, and accounting reports;

analyses financial feasibility for the most complex proposed projects;
conducts market research to forecast trends and business conditions.

 In charge of financial forecasting and risks analysis.

 Understand cash management, general ledger accounting, and financial

reporting

 In charge of developing and managing financial systems and policies

 In charge of administering payrolls

 Ensuring compliance with taxation legislation

 Take care of all financial transactions for CJ’s Frozen Fish, Inc.

 Serves as internal auditor for the organization

Waiters/Waitress

 Quickly attends to customers in a friendly and professional manner

 Make sure that unoccupied tables are always set and ready for customers

 Draws out chairs for customers as they arrive

 Takes care of any other duty as assigned by the general manager

Drivers/Distributors

 Delivers customer’s orders on time

 Delivers correspondence for the shop

 Runs errand for CJ’s Frozen Foods Inc.

 Any other duty as assigned by the floor/line manager

Cleaners

 In charge of cleaning the business facility at all times

 Makes sure the toiletries and supplies don’t run out of stock

 Makes sure that both the interior and exterior of the business facility are
always clean

 Handles any other duty as assigned by the general manager

Security Officers

 In charge of protecting the agency and it’s environs

 Controls traffic and organize parking

 Give security tips when necessary

 Patrols around the building on a 24 hours basis

 Presents security reports weekly

 Services

The CJ’s Frozen Food, Inc. Is a comportable, and designed to make our customer’s
feel as if they are enjoying VIP services in a world all to themselves. The decor and
theme is centered around the custom made “Fire Fountain”, a unique show kitchen
grill that has a cascading water fountain combined with flame throwing torches on
the dining room side, and a big refregarator on the kitchen side. The energy and
atmosphere of the room is high and draws some of its power from the dazzling “Fire
Fountain”

Our customer policy is simple: All customers must leave happy about our service
and food. We are CJ’s Frozen Fish, Inc., we do offer market of our frozen fish on
Friday, Saturday and Sunday at 8:00am up to 5:00 pm.

 Transportation
The transportation of CJ’s Frozen Fish, Inc. is transported widely in ships and by
land and air much fish is traded international or local it is traded live, frozen, fresh,
cured and canned. The most challenging aspect of fish transportation by sea or by
road is the maintenance of the cold chain, for fresh chilled and frozen products and
the optimization of the packing and storage density, maintaining the cold chain
requires the use of insulated containers or transport vehicles and adequate
quantities of colorants or mechanical refrigerator. And the air transport needs
special care in preparation and handling and careful scheduling most airlines prefer
fish that is packed in dry ice or gel and not packed in ice, frozen fish needs special
care.

 Business Structure
 General Manager

Head of
Operations

Admin and
Personnel
Manager

Sales and Accountants/ Drivers/

Nutritionist Marketing Officer Cashier Distributors

Waiters/Waitress Security officers Cleaners

III. Market Research

After our extensive research in the industry, it was noted that our business location might serve as a
weakness to us. It went further to acknowledge that the district we have chosen in Oklahoma is the
Centre hub of the city and will be filled with businesses trying to offer most of the services we offer.

 Geographic Area

We at ColdFoods Inc. believe that Location is critical to success. This is why our
store needs to be on Main Street or just off Main Street so we can take advantage
of walk-by and drive-by traffic. Our management also noted that we also need
adequate parking to make shopping at our store convenient for drivers.

 Market Description

The frozen fish market is estimated to account for about USD 244.3 million in
2022 and is projected to reach a value of about USD 312.3 million by 2024, at a CAGR
of 5.0%. Developments in the retail landscape rising demand for convenience food, and
technological advancements in the cold chain market are the major driving factors for
the market. On the other hand, the rising preference for fresh and natural frozen food
products is a restraining factor for the frozen fish market.

 Target Customers

CJ’s Frozen Fish, Inc. Target customers who has an interest to frozen fish. It
could be male, female, children, young teens, and adults. The product in intended
 for everyone. Anyone could buy our products anytime, especially when they are
craving for fresh frozen fish with affordable prizes that could disseminate our
business.

Without further waste of time and resources, our main target markets are:

 People who live and work in Philippines, who are looking for quality
ingredients needed to prepare their favorite international cuisine.
 Surrounding businesses looking for a tasty meal for their customers and staff.
 International and domestic travellers visiting Philippines.
 Families looking for quality, affordable, home cooked meals to take home
and prepare for their families with ease.
 People looking for a comfortable environment in which to enjoy a cup of
coffee, read a book, or just shop.
 People looking for high quality, unique gifts and kitchen supplies.
 Each market segment consists of people who either live, work, or vacation in
the Philippines. Each market will be seeking an establishment that will meet
their desire for authentic, healthy food, quality service, and a pleasant
atmosphere

 Market Definition

 Market Opportunities

The world has gotten to the point where every Dick and Harry wants healthy
foods such as fruits, vegetables, meat, chicken, turkey, fish, candy etc. -to remain
healthy. They also want to save time and stress and get their frozen foods instead
of cooking or butchering them. All this are opportunities which our SWOT Analysis
noted are available to us. We have been made to understand that changing lifestyle
is expected to help the industry demand. Our products include fruit, vegetables, fish
& seafood, potatoes, a variety of meat products, soups, ready meal products and
others. Other products commonly include bakery related items. It is relevant to note
that Frozen ready meal emerged as the leading product segment and accounted for
over 30% of the total market in 2015.
Indeed frozen ready meals products are expected to witness significant growth
owing to their increased popularity on account of hygiene and timely preparation.
Also, the rising population of women workforce is expected to be a key element that
would assist growth in future years and also provide a boom the industry.
We also believe that frozen potatoes are expected to exhibit the fastest growth at
an estimated CAGR of 4.7% from 2016 to 2024. We all know that these have a high
nutritional value and are also delicious in nature. Also, potatoes are mostly gluten
free and are considered a carbohydrate source in a balanced diet.
 We all know that the global frozen food market is highly fragmented that involves
both multinational corporations and domestic companies, and in recent years
manufacturers have chosen new freezing technologies to preserve the nutritional
content and also reduce any material loss in the industry.

IV. Business Strategy

We at CJ’s Frozen Foods Inc. understand that managing a business is not an easy task
which is why we had to contract a well know consultancy firm to aid us with our SWOT
Analysis. This firm was employed to extensively go through our business concept and
critically examine the prospect and the success of our company.

They did a good job and we believe that the results they actualized was after
thorough research. Below is the summary of the SWOT Analysis done for CJ’s
Frozen Fish, Inc.

 Customer incentives

We at CJ’s Frozen Fish, Inc. believe we have an established name and

reputation in this area, and product introduction should encounter little resistance.
Not less than 27 businesses in this area have indicated that they are willing to carry
and sell our products. Their letters of intent and endorsement are included and can
be presented on request.
We at CJ’s Frozen Fish, Inc., intend to participate in the “Made in Philippines”
Demonstration Program administered by the Philippines Department of Agriculture
and Demo Fish in Philippines. We believe that this program will enable CJ’s Frozen
Fish, Inc. to introduce Whipped Dream into the Philippines metropolitan area under
more favourable market conditions by showing the people how unique our products
are.
We at CJ’s Frozen Fish, Inc. also intend to enter the grocery and specialty
markets in the Tulsa area in 2018. We will also rely heavily on in-store displays and
demonstrations in Philippines stores, as well as those in Tulsa and Cotabato City.
Our management have noted that we will demonstrate our flavoured topping in
conjunction with fresh fruit during warmer months, and as a topping on gourmet
coffee and hot chocolate in the cooler months, which we believe will bring us closer
to our prospective customers. We have also given special attention to developing an
attractive label that will stress the gourmet/specialty nature of the products.

 Advertising and promotion

 We at CJ’s Frozen Fish, Inc, understand and believe that every individual living in
the united states is a potential customer and all our potential markets will experience
growth. We also believe that our publicity and advertising to a particular sector of the
population will lead to an expansion in overall market growth.
We at CJ’s Frozen Fish, Inc., plan to implement a strong sales publicity and
advertising strategy, which is why we have partnered with Fidelity Communications,
an advertising firm that specializes in business advertisements and many other
advertising strategies, to help us with boosting the image of CJ’s Frozen Fish, Inc. It
has been agreed that we will leverage or do the following to boost our cooperate
identity in the market;

It was agreed that CJ’s Frozen Fish, Inc., will pay Fidelity Communications
$60,000 to determine the needs of the surrounding population and the best way we
at CJ’s Frozen Fish, Inc. can meet those needs with promotions, literature and other
marketing programs.

Our promotional campaigns will be partially outsourced to Fidelity

Communications because of their expertise on the field

Our advertising will be consistent with Fidelity Communications being a well

known advertising brand

Fidelity Communications and our sales team will work together to inform
customers of new products, to encourage an image of community involvement for
CJ’s Frozen Fish, Inc., and to limit environmental impact

 Sales and marketing

Advertising CJ’s Frozen Fish, Inc is key to creating a good distribution for your
business. Print, radio and television advertisements help attract new customers to your
business. These individuals might see one of your ads in the newspaper and decide to
give your restaurant a visit. Serving delicious, quality food prompts these customers to
return, and there's a chance that they'll return with friends or recommend your
establishment In the digital age, taking advantage of the Internet and social media
increases awareness and encourage to buy the frozen fish products. Create a website
for CJ’s Frozen Fish, Inc that features frozen fish , nutritional information and specials
or promotions. Invite investors to join us

We at frozen fish products , intend to market our entire products in its frozen state in
8 and 12-ounce plastic tubs.  We also intend to have the products available in six ounce
pressurized cans.  We at CJ’s Frozen Fish, Inc. currently provide numerous seafood
products to restaurants
  Commission
V. Operations
 Premises
 Choice of Location and Premises
 Hours of operation
 Equipment
 Staffing
 Funds required and timing
 Funding options