A Business Plan Presented to the

General Education Department of the

University of Cebu – Maritime Education and Training Center

In partial fulfillment
of the requirements for the subject
Entrepreneurship 100
Semi-final Group Activity: Business Planning

Roma, Junhill I.
Sales, Jimmar T.
Salva, Gilbert C.
Samillano, Pearl Joy T.
Sangre, Mark John B.
Sundo, Jomarie C.
Ybañez, Marc Dheniel C.
Ypil, Ralph Vincent V.

Submitted to:

Ms. VENUS A. ALBANDIA

(1:30 – 2:30 PM TTH)
58404
 EXECUTIVE SUMMARY

Our coffee shop, "Tara Kape!", will offer premium quality coffee
beverages, along with a range of freshly baked glutinous rice cake with many
flavors to choose from. We will be located in a busy commercial area of the city,
where foot traffic is high. Our target market includes coffee lovers and casual
customers who enjoy a cozy and welcoming atmosphere. Our competitive
advantage will be offering a wide variety of high-quality beverages and food
items at affordable prices, with exceptional customer service. We aim to establish
Tara Kape! as a leading brand in the local coffee shop industry within the next
five years. We will source our coffee beans from local roasters to ensure
freshness and quality.

Business Overview

The proponents of Tara Kape! are Junhill I. Roma, Jimmar T. Sales,

Gilbert C. Salva, Pearl Joy T. Samillano, Mark John B. Sangre, Jomarie C.
Sundo, Marc Dheniel C. Ybañez, and Ralph Vincent V. Ypil. They are once
students of UC-METC who had a vision of having a partnership to put up a coffee
shop. The business will be launched with an initial investment of PhP
550,000.00, which will be used for leasehold improvements, equipment,
inventory, staffing, and marketing.

Proposed Name of the Business

Tara Kape! is a slang phrase in Tagalog that means let’s have coffee in
English, will be a newly established coffee shop that will put up a new way of
making coffee and will provide a different and enjoyable customer service
experience.
Sometimes, behind the words "Tara Kape!" was hard to say "I need
company", some customers are after the comfort of someone's presence, so
Tara Kape!’s customers will be greeted by the aroma of freshly brewed coffee
and the sound of gentle music which will make them feel ease and share their
silence. The walls are adorned with artwork or photographs, and shelves will be
filled with books or board games for customers to use while they enjoy their
drinks.

Proposed Location

The business will operate in a 28 square meter commercial space located

at Poblacion, No. 5, Dumaguete City. This property is located right in the heart of
the city. The building sits right across Silliman University and is surrounded by
other places of interest like restaurants, shopping malls, residential
condominiums, and other commercial establishments. It can be easily accessed
through the Silliman Avenue and Perdices St.

History of the Business

In 2022, a group of students from an Entrepreneurial Management class

of UC-METC had a business plan that lead in creating an innovative coffee shop
business. These students got together and envisioned of a coffee shop—a place
that can satisfy their demanding taste for great coffee drinks and flavored
glutinous rice cakes.
The owners decided to start a coffee shop business named “Tara Kape!”.
This idea is attractive since most Filipinos are busy workers and coffee-lovers as
well. They decided to establish the business in a commercial property in
Dumaguete City.

Management

Tara Kape! will be a small coffee shop business in Dumaguete City. They
have a general manager, a supervisor, and four (4) service crews. The general
manager of the business will be the General Manager of Coffee Filipino Partners,
Limited, wherein Tara Kape! will be under the partnership’s management. It is
registered in the Philippines as Coffee Filipino Partners, Ltd., with ownership
shared by the eight (8) prospects of the business. The partnership has an initial
investment of PhP 550,000.00.
Marketing

Our marketing strategy will focus on building brand awareness through

social media, local advertising, and word-of-mouth referrals. We will offer a
loyalty program to our regular customers, discounts to students and senior
citizens, and hold special events and promotions throughout the year.

The place is located at a corner of a busy road which is easier to see and
perfect for promotion of the business. The products will be affordable for
everyone and worth its price. The business will be offering free Wi-Fi internet and
mobile phone charging for its customers and patrons.

Technical Feasibility

The business will open its shop from 7:30 A.M. to 8:00 P.M. from Monday
to Sunday. The crew will have beginning and closing inventory before and after
store hours, respectively.
Tara Kape! will offer varieties of unique and delightful coffee drinks, having
vanilla ice cream as a dairy creamer. Glutinous rice cakes (biko) with different
fruit flavors are also included in the menu — original, mango, jackfruit (langka),
strawberry, durian, purple yam (ube), banana and seafood.

Financial Feasibility

The profitability and entities economic condition within five years of

projection was determined. Profits and losses are divided accordingly as stated
in the Articles of Partnership. Projected sales after the first year of operations will
have an increase of 2.5 percent, 4 percent, 5 percent, and 7 percent annually
respectively.

Socio-economic Feasibility

The employees must have a satisfying work environment that shows care
to them and their families. They will be given salary increase and can also avail
of other mandatory benefits and leaves. Advance training for both technical and
social aspects will be given to the employees which will be necessary for
business operations. This establishment will exhibit the pleasing lifestyle and
culture of the Filipinos.
The business also wants to foster growth and empowerment of local
farmers, producers, and suppliers. With this business, it will provide employment
opportunities for unemployed people within the area. The government will also
benefit the business from the collection of income, business and corporate taxes,
licenses, and local fees. The business also aims to reduce the environmental
impact of the business at all aspects, to encourage other business and
establishments to be an eco-friendly business, and also to raise environmental
awareness to its customers and employees.

Conclusion

Tara Kape! is a viable business opportunity that offers a high potential for
growth and profitability. This cafè will offer a unique and high-quality coffee shop
experience, providing customers with a cozy and welcoming atmosphere,
premium quality beverages, and a range of freshly made food items. Tara
Kape!’s competitive pricing, exceptional customer service, and focus on
community engagement will help as a leading brand in the local coffee shop
industry. With the experienced management team, talented staff, and a solid
financial plan, the owners are confident in the success of Tara Kape! .
 BUSINESS SUMMARY

Business Profile

The essence of coffee as a satisfying drink that most people are looking
for, considering that Filipinos consume about 21,600,000 cups of coffee a day
according to Nestlé’s consumer marketing division, drove the owners to start a
new coffee shop business, “Tara Kape!”.
Filipino people are coffee lovers. Remember how everyone keeps drinking
hot coffee even though the country is naturally hot, even on rainy season, which
is because they cannot help themselves, but take that cup of coffee. For many
Filipinos, coffee is life. No wonder the coffee and frappe industry is continuously
striving right now.
Incidentally, 70% of the 88,000 metric tons of coffee that is produced
every year in the Philippines goes to instant coffee production and most of it is
reserved for local consumption. Yes, the Philippines has always had a strong
coffee culture, but it has been a coffee culture that is more for mass production
and that which is often related to practices that are opposite of the ethos of
specialty coffee. The high demand for coffee nationally easily explains that
culture.
Coffee has always been inextricably woven into the fabric of Filipino
culture. With the emergence of instant coffee and coffee shops, coffee making
has never been easier. Most people wake up in the morning and reach for their
cups to be filled in with this warm or cold drink which they can’t start their day
without having. However, drinking this delighting treat isn’t always confined
during mornings. It could actually be drank regardless the time of the day or even
depending on one’s mood.
Tara Kape! is a privately organized coffee shop. It is registered in the
Philippines as Coffee Filipino Partners, Ltd., with ownership shared by Junhill I.
Roma, Jimmar T. Sales, Gilbert C. Salva, Pearl Joy T. Samillano, Mark John B.
Sangre, Jomarie C. Sundo, Marc Dheniel C. Ybañez, and Ralph Vincent V. Ypil.
The customers and the prospect investors of the business can get in touch by
sending an e-mail to tarakape@cofilipino.com or calling (03) 420 8361.
The business will offer residents, passers-by and visitors a totally new
style of coffee shop—offering a unique way of making coffee drinks and local rice
cakes.

Product Description

The coffee shop will provide brewed coffee and Frappuccino drinks. The
coffee drinks will be offered with the selections of coffee creamers and
sweeteners, either ice cream, coconut or skimmed milk, and honey or brown
sugar, giving the customers creamier and tastier coffee blends they will surely
love. Together with the delectable coffee drinks, the coffee shop also offers
distinctive glutinous rice cakes with a selection of appetizing flavors such as
chocolate, purple yam (ube), jackfruit (langka), strawberry, mango, banana,
pineapple, and seafood.

Mission
Tara Kape! is a coffee shop dedicated to bring the best in providing high-
quality coffee drinks, to empower local farmers and their goods, to demonstrate
the pleasing Filipino lifestyle and culture, to use environmentally safe products,
and to increase the employee satisfaction while providing stable return to its
shareholders.

Vision
Tara Kape! as an established and trusted forerunner in the coffee shop
industry in the greater Dumaguete area, leading in innovation, service and
quality, empowering local coffee farmers and producers, providing sustainable
jobs, showing Filipino hospitality, and being an environmentally friendly business.

Objectives

 To quickly ensure an increase in profit while achieving a sustainable

 marketing expenses;
 To constantly provide excellent customer service experience;
 To develop high quality and unique coffee drinks and glutinous rice cakes
delighted by all customers and potential clients;
 To become a coffee shop exhibiting the pleasing lifestyle and culture of
the Filipinos;
 To foster growth and empowerment of local farmers, producers and
suppliers by bringing their products in the market;
 To reduce the environmental impact of the business at all aspects and to
encourage others to do the same; and
 To maintain a satisfying work environment for the employees.
Logo

FIGURE 1.1 The Tara Kape! logo

The logo of Tara Kape! gives identity to the business, symbolizes the
nature of the establishment, and shows the main product, coffee. Majority of the
logo has the shades of color brown; the color describes the core values—a
business that demonstrates industriousness, reliability and stability, values
quality, creates a feeling of warmth, calmness and comfort, and encourages a
need for security and acceptance; the colors and symbols indicate the business’
measures in supporting the coffee farming industry and the products made in the
Philippines.
 MARKETING ASPECT

Tara Kape! will offer its customer the best tasting coffee drinks and
glutinous rice cakes in the area. This will be achieved by using good quality
ingredients and strictly following preparation guidelines.
In this part, the description of the market, target customers and the
location of the business will be elaborated. This also includes the competitors,
the supply and demand of the business, the demand structure, and the activities
and strategies in marketing the business.

Market Description

The number of restaurants and food service establishments are

continuously growing in the Philippines as its growth averaged to 7.06% in the
past five years. Based on the final results of the 2009 Survey of Tourism
Establishments in the Philippines (STEP) conducted nationwide, restaurants,
cafes and fast food centers comprised the biggest number with 78.4% of the total
out of 13,120 establishments engaged in Food and Beverage Service Activities.
Incidentally, 88,000 metric tons of coffee that is produced every year in the
Philippines goes to local coffee production and consumption.
The coffee shop caters to people who want to enjoy their daily habit of
drinking coffee whenever they want. Such customers in this market will vary in
age, our location is close to a school campus means that most of our clientele
will be college students and employees. Commercial establishments and
residential condominiums are likewise near by the location of the business. Tara
Kape! also belongs to coffee shop industry where Starbucks Coffee, Tom ‘n
Toms and Bo’s Coffee are among its competitors.

Target Market

Depending on the price, our target market are students and business
workers on their way to class or work who want to have a cheap cup of coffee for
the caffeine kick. On the other hand, this kind of coffee shop that belongs to an
upscale market mostly attracts middle- and upper-class coffee drinkers who have
the income to pay several hundreds of peso for a cup of coffee.
Based on the activities of the people in the area, one of the target
customers are college students, corporate employees, middle- and upper-class
workers, condominium residents who drinks coffee outside their homes, passers-
by in the vicinity, and people who are looking for a place to mingle and meet
friends and business associates. Among all ages, teenagers and young adults or
coffee drinkers aged 18 to 39 are whom the business also targets to serve.

Location of the Proposed Business

The owners chose to put up a business at a 28 square meter commercial

space located at Poblacion, No. 5, Dumaguete City. The location is a walking
distance from educational institutions, residential condominiums, and commercial
establishments. It is at the corner of Silliman Avenue and Perdices Street, a busy
road where most employees going to business districts around Dumaguete City
pass by. This location is a perfect area for students, workers, residents and
passers- by in the vicinity who can enjoy drinking coffee and eating flavored biko.
Its location is a perfect place where people can meet and mingle with their
friends, classmates and officemates. It is easy to locate since it is only in front of
the school campus, also no direct competitor is in the area. The commercial
space is located beside the main entrance of the building where people can
easily locate.

Competitors

Coffee business industry is continuously growing because of the

increasing demand and changing taste preferences of coffee consumers, making
it an easy and reasonable way to be in this business. There are big and small
coffee shops arising anywhere, and a few are now adding coffee drinks to their
menu, which arises to the competitors of the business.

A. Direct Competitors
 o Starbucks Coffee
o Tom n’ Toms
o Bo’s Coffee
o The Coffee Bean

B. Indirect Competitors

o Ministop
o McCafé (McDonald’s)
o Jollibee
o Hashtag
Demand

Demand is the amount of goods that people are willing to buy at a

reasonable price in a given period time. Among the population in the area of the
business, more than half are drinking coffee, while a few drink coffee drinks
occasionally or just don’t. Men drink as much coffee as women. Most coffee
drinks are consumed during breakfast hours, and the number goes lesser as day
pass.

Factors Affecting the Demand:

 Expensive prices of equipment used in making coffee

 Inflation causing price changes in the products
 Filipinos’ changing preferences in taste and quality of coffee drinks
 Increasing number of direct and indirect competitors who offer similar or
alternative products to customers
 The competitor’s promotional and marketing strategies
 Increasing number of people who consumes coffee and glutinous rice
cakes
 Changes in average income of customers

Supply
 An essential economic concept that portrays the quantity of a specific
good or service that is available to consumers. This provides closely to the
demand for a good or service at a specific price; all else buying equal the supply
offered by producers will increase if the price rises because all firms look to
maximize profit.

Some raw materials needed in the products offered are seasonal. Durian
trees only bear fruits from June to August, and jackfruits (langka) ripen either
March to June, April to September, or June to August, depending on the climatic
region, with some off-season crops from September to December. The regular
flowering season of Mangoes are from November to February and can be
harvested from March to June, while the harvest season for strawberries are
March.

Factors affecting supply:

 Harvest season of fruits leading to shortage of supply in different times

 Gradually increasing prices of coffee beans and glutinous rice (malagkit)
in local and international markets.
 Calamities and fortuitous events that may cause the delay in the delivery
of supplies

Marketing Program

Tara Kape! will be based in a place near to educational institutions,

residential condominiums, and commercial establishments and has a huge traffic
of passers-by and riders. The place is located at a corner of a busy road which is
easier to see and perfect for promotion of the business.

The products will be affordable for everyone and worth its price.

The employees will be wearing shirts branded with the company logo. The
shirts shall be provided by the business to its employees free of charge to wear
during their shifts. Higher quality, similar shirts will be for sale within the coffee
shop.
 Awareness of Tara Kape! to the common public is one of the best way to
advertise the business. Most Filipinos are already using Facebook and tend to
use it for hours every day which makes a good program to advertise the
business. A Facebook fan page of Tara Kape! will be created where potential
customers can see the business’ newest products, current promos, and others,
considering that it is free and easy to access. Advertisements in Facebook will
also be used in promoting the products and services offered.

Nowadays, people like to hang out in shops where there is a free internet
connection leading them to buy in the shop. The business will be offering free Wi-
Fi internet and mobile phone charging for its customers and patrons. Password
will only be available upon purchase on the counter and will be changed every
day to prevent the abuse of internet usage in the shop.

The business will also offer a promo where the customers will have
chances to win prizes, like free biko or a cup of coffee, underneath the paper
cups. Monthly promos will likewise be offered.

Every January of the year, the coffee drinks will be offered on “Resolu-
cups” where customers can write in the coffee cups their resolutions for the year
and will be placed on a designated spot in the shop. During the Valentine’s
weekend, a 50% discount will be given on the second coffee drink for every one
coffee drink bought in a single purchase. And on December, the coffee shop will
offer a 15% Christmas discount in every coffee and biko pair bought. There will
also be a group promo on the months of August to October and January to
March where the customer can have a free cup of coffee drink on every five (5)
cups of coffee bought in a single purchase. And during the anniversary week of
the coffee shop, 25% discount on all rice cake products will be offered to every
customer and an additional 30% discount, inclusive of the 20% discount, for
senior citizens.