Nadine Antonio

II. EXECUTIVE SUMMARY

a. Short summary of the business

The cultivation and care of houseplants has benefits that far outweigh the likes we might
accumulate on social media. Plants improve the air around us and they also improve our moods, help
us think more creatively and disconnect from the technology that might have motivated people to buy
one in the first place.
El Florera La Toalla is a business that will retail flower pots in the areas of Gapan City, Nueva
Ecija. This business will catch the attention of plant enthusiasts, as many young people who cultivate
indoor plants liken themselves to parents. Since plant enthusiasts treat their plants as babies, and
then it is expected from them to purchase lovely and dainty flower pots. It is said that “A beautiful pot is
the best vessel for the most beautiful flowers”.
The business was named as El Florera La Toalla for the following reasons: first is curiosity. We
want our customers to be curious about the name of the business. It is in Spanish language since it is
unique. Florera translates to flower while Toalla translates to towel. We believe that some of the
customers we are about to cater are familiar about the cloth made flower pots. In this case after they
can easily translate or understand the meaning of our business name. Second, because of its main
ingredient, and this is the cloth. We want to emphasize material into the name, hence we came up with
El Florera La Toalla.

b. Vision
The main objective of the city government is to give quality and globally competitive education to
all students through the development of

c. Mission
Aims to provide a quality product not only for the citizens of Gapan City, but also to its tourists,
and to become the first producer of El Florera La Toalla in the province of Nueva Ecija.

d. Core Values
 We are giving the full satisfaction of every customers need through our product and service.
e. Logo
 III. BACKGROUND OF THE BUSINESS
 PRODUCT

The proposed business will offer quality products that fit most home décor and furniture and can
be paired with a variety of eye catching plants, bringing the beauty of nature indoors. El Florera La Toalla
brings unique upcycled plant containers which are handcrafted by young individuals.

In terms of service, the business will offer delivery that distributes the products direct to the
customers. Free delivery will be given to those customers whose not more than eight kilometres away.
The store hour is open daily from Monday to Sunday 10:00 am to 9:00 pm.

 PRODUCT NAME

The business was named as El Florera La Toalla for the following reasons: first is curiosity. We
want our customers to be curious about the name of the business. It is in Spanish language since it is
unique. Florera translates to flower while Toalla translates to towel. We believe that some of the
customers we are about to cater are familiar about the cloth made flower pots. In this case after they can
easily translate or understand the meaning of our business name. Second, because of its main ingredient,
and this is the cloth. We want to emphasize material into the name, hence we came up with El Florera La
Toalla.

 TARGET MARKET

The target customers of El Florera La Toalla are the people who is interested or has a passion for dainty
flower pots. Especially for those who love to use recyclable things to decorate their homes. Other
perspective buyers will be those individuals in the nearby towns.

 LOCATION

The business situated at Gapan City, Nueva Ecija, just a walking-distance away from the public market. It
is very accessible to the target clients because the location is within the city proper. It’s near from different
establishments like schools, food places, etc.

 PRICE

The method for pricing the plant pots is the cost-based pricing. To have a return or payback on
the investment, it is best for the business to have a cost-plus pricing strategy. A cost-plus pricing strategy,
or mark-up pricing strategy, is a simple pricing method where a fixed percentage is added on top of the
production cost for one unit of product (unit cost). . It depends on the production cost on how much the
will put a price to the product.
 Products Selling Price

1. Small sized Planter ₱30.00

2. Medium Sized Planter ₱60.00

3. Large Sized Planter ₱90.00

Through cost-plus pricing, the business will have a fixed price on the different sized of planters. Giving
the price that can satisfy the customers’ expectation and it can help the business to build a good
relationship to the customers.

 PROTOTYPE
IV. ORGANIZATIONAL STRUCTURE

The organizational structure of the project will be line-type of organization, where the function and
responsibilities will be given on a horizontal flow, with decision-making and formation policy. The initial
thought is for the workers to be divided into separate departments. Wherein there’s one partner who will
handle different departments; the finance, management, and labor. With this structure, the employees or
workers will maintain harmonious healthy relationship with each other to avoid conflicts and difficulties
which may lead to a bad impact in the performance of their responsibilities.

The socio-economic contribution of the business is to provide an innovative product for the
people and promote a convenient and eco-friendly item. The business will also contribute in the
government in terms of paying taxes and providing employment that help the community to prosper. And
as a new in the market the business will established a healthy competition among the competitors that
can contribute in the market economy.

Owner /Cashier

Helpers Delivery Boy

V.MARKETING PLAN

a. SWOT analysis

Strengths Weakness Opportunities Threats

 Ability to offer  Offering a  Ability to  Uncertain
dainty plant pots product which is maximize profit economic
already and continued conditions
available on the expansion or
market. build additional
stores.

 Serve our  With the  Innovate  Increase price

customers exception of products and of raw materials
through the independents, use social can reflect
option of having same-store media upward in
them either visit sales are marketing. product pricing.
the store or by declining.
delivering their
orders straight
to their house.

 Providing clean  Establishing a  Competitor has  Changes in

and comfortable reputation to the the tendency to regulations of
environment people. close down. municipality can
while roaming  Competitor has impact the
and looking more product business.
around for their variety.
desired plant
pots.
 b. COMPETITIVE ANALYSIS

4PS’s Your Company Competitor

 Product  Eco-friendly  Made of clay
 Durable  Durable

 Price  Affordable  Slightly higher than our

price

 Promotion  FB page, flyers  FB page

 Place of  Gapan City Market  Own shop
Distribution  Own establishment

C. MARKETING PROGRAMS

Marketing Program Objective Timeline Budget

Title
 Pop-up Stores  In the stall, a  Every events or  P30,000 pop-up
variety of plant occassions stall
pots will be
presented in
front so that it
will attract the
customers in
the area.

 Social Media  Introduce the  Regularly  P0

Marketing product on the interact with the
social media online
market. consumers
Especially in
this time of
pandemic, the
Internet is a
great tool to
 reach out to the
people.

VI. PRODUCTION PLAN

In making the plant pot, the process was originated from different people since it
is popular these days. It was a product of creativities and worthy imaginations. Social
media is also a great contributor. Process on how to make the plant pot:
1. Find and gather the materials needed. Wash the used clothes keenly to ensure
that there are no pests that will add to the process.
2. Plan the figure of the plant pot, and execute it in the cloth.
3. Prepare the cement, and then first apply in in the base of the cloth to establish a
strong foundation.
4. While gradually applying the cement upward, proceed moulding the cloth in the
planned shape.
5. After covering the whole cloth, proceeds air drying the product.
6. Lastly, paint and decorate the dried plant pot.

Raw Materials (per Week)

Description Qty. Unit Unit Cost Total Cost
Used piece of cloth 1,200 pcs ₱5 ₱ 6,000
Cement 8 Kg ₱ 250 ₱ 2,000
Paint 10 L ₱ 160 ₱ 1, 600
Total ₱ 9,600