ARELLANO UNIVERSITY

PLARIDEL CAMPUS
SENIOR HIGH SCHOOL DEPARTMENT
53 GEN. KALENTONG ST., MANDALUYONG CITY PHILIPPINES
INFORMATION AND COMMUNICATION TECHNOLOGY

HESTIA CORPORATION
#495 Boni Ave, Mandaluyong, 1550 Metro Manila, Philippines
Consciously Crafted Coffee Pleasures

Submitted By:
Rañola, Julius Caesar I.

Andres, Zyke Charlson M.

Bautista, Frenz Louis C.

Belleza, Julia Veniece B.

De Vera, James Gabriel R.

Del Castillo, Kurt R.

Laroga, Joshua A.

Quiblat, Sharla C.

Silverio, Rhon Czendrell M.

Trumpeta, Willjhun G.

S.Y. 2023 – 2024

 MISSION

HESTIA Corporation extends beyond merely offering a flavorful and aromatic coffee
experience. We are committed to revolutionizing the coffee industry by harnessing the power
of taste and aroma to deliver not just a beverage but a health-enhancing elixir.

VISION
HESTIA Corporation transcends mere profitability; it encompasses a global footprint
driven by innovation, excellence, and a commitment to enriching lives. We envision our brand,
Arellatté, not just as a profitable entity but as a beacon of quality and trust, revered on the
international stage.

GOALS
Our primary objective at HESTIA Corporation is multifaceted, encompassing a holistic
commitment to excellence, innovation, and societal well-being. We aspire not merely to
showcase the best of our product but to revolutionize the perception of coffee consumption,
becoming a catalyst for fostering healthier lifestyles and enriching communities. Our
overarching goal is to craft 'Arellatté' as more than a mere beverage; it stands as a symbol of a
health-centric philosophy, integrating the richness of taste with the benefits of our coffee.
 TABLE OF CONTENTS
Page
ABSTRACT ................................................................................................................. 4

CHAPTER 1
I. INTRODUCTORY PAGE
A. Name and Address of Business ........................................................................ 5
B. Name(s) and Address(es) of Principals ............................................................ 5
C. Nature of Business ........................................................................................... 5
D. Statement of Financial Needed ........................................................................ 6
E. Statement of Confidentiality ............................................................................ 6

CHAPTER 2
II. EXECUTIVE SUMMARY ................................................................. 7

CHAPTER 3
III. INDUSTRIAL ANALYSIS
A. Future Outlook and Trends .............................................................................. 7
B. Analysis of Competitors .................................................................................. 8
C. Market Segmentation ....................................................................................... 8
D. Industry Forecast .............................................................................................. 8

CHAPTER 4
IV. DESCRIPTION OF VENTURE
A. Product(s) .................................................................................................... 9-10
B. Office Equipment ............................................................................................... 11-14
C. Background of Entrepreneurs ..................................................................... 15-24

CHAPTER 5
V. PRODUCTION PLAN
A. Manufacturing Process ............................................................................... 25-28
B. Physical Plant ................................................................................................... 29
C. Machinery and Equipment .......................................................................... 30-32
 D. Names of Suppliers of Raw Materials ............................................................. 33

CHAPTER 6
VI. MARKETING PLAN
A. Pricing .............................................................................................................. 34
B. Distribution ...................................................................................................... 34
C. Promotion ......................................................................................................... 34
D. Product of Forecast .......................................................................................... 35

CHAPTER 7
VII. ORGANIZATIONAL PLAN
A. Form of Ownership .......................................................................................... 35
B. Identification of Partners or Principal Shareholders ........................................ 36
C. Roles and Responsibilities of Members of Organization ........................... 36-37

CHAPTER 8
VIII. ASSESSMENT OF RISK
A. Evaluate Weakness of Business (SWOT Analysis) ......................................... 38
B. New Technology(ies) ....................................................................................... 39
C. Contingency Plan ............................................................................................. 40

ABSTRACT
This business plan for HESTIA Corporation outlines a visionary approach to
revolutionizing the instant coffee industry. Anchored by the flagship product, "Arellatté," the
plan embodies a commitment to crafting premium, health-conscious instant coffee offerings.
With a mission centered on merging exceptional taste with wellness benefits, the company aims
to cater to a diverse audience, targeting health-conscious individuals seeking flavorful yet
health-enhancing coffee options.
This plan delves into a comprehensive marketing strategy, emphasizing bundle pricing
to offer variety and value, coupled with a supply chain distribution model that maximizes
market reach. Strategic branding initiatives capitalize on vibrant yellow and calming light blue
hues, symbolizing vibrancy, energy, and a commitment to health and well-being.
Highlighting a SWOT analysis, the plan acknowledges strengths in quality,
affordability, and ethical practices while addressing challenges in market segmentation and
operational experience. It outlines opportunities in a growing coffee community and
 heightened social media engagement while identifying threats posed by established
competitors and consumer perception challenges.
The financial plan encompasses pro forma income statements, break-even analyses, and
fund utilization strategies, ensuring a sustainable and profitable trajectory. Embracing
innovation, ethics, and a dedication to enhancing lives, HESTIA Corporation sets out to
redefine your coffee experience, fostering a global presence synonymous with quality,
wellness, and a passion for flavorful indulgence.

I. INTRODUCTORY PAGE

A. Name and Address of Business

- HESTIA Corporation
- #495 Boni Ave, Mandaluyong, 1550 Metro Manila, Philippines

B. Name(s) and Address(es) of the Principals

1. Andres, Zyke Charlson M.
#529 Block 27 Addition Hills, Mandaluyong City
2. Bautista, Frenz C.
#2525 Onyx St. Brgy. 775 Zone 84, Manila City
3. Belleza, Julia Veniece B.
#10 Matamis St. Brgy. Hulo, Mandaluyong City
4. De Vera, James Gabriel R.
#2977 A. Bonifacio St. Brgy. Poblacion, Makati City
5. Del Castillo, Kurt R.
#17 Star St. Brgy. Poblacion, Mandaluyong City
6. Laroga, Joshua A.
4th St. Brgy. 905 Zone 100, Manila City
7. Quiblat, Sharla C.
#055 Block 40 Martinez St. Brgy. Addition Hills, Mandaluyong City
8. Rañola, Julius Caesar I.
#492 Sen. Neptali Gonzales St. Brgy. San Jose Sitio 3, Mandaluyong City
9. Silverio, Rhon Czendrell M.
#2524 Callejon St. Brgy. 822 Sta. Ana, Manila City
10. Trumpeta, Willjhun G.
#695B San Rafael St. Brgy. Plainview, Mandaluyong City

C. Nature of Business
HESTIA Corporation is a manufacturing company made up of 10 shareholders engaged
in this type of manufacturing business. We specialize in producing instant coffee products,
designed to cater to the growing demand for Ages 15 to 70, Adults and Teenagers who are
coffee lovers but health-conscious at the same time. Our manufacturing operations will be
located at #495 Boni Ave, Mandaluyong, 1550 Metro Manila Philippines, allowing us to tap
into a strategic location that offers both logistical advantages and access to a skilled workforce.

D. Statement of Financial Needed

Our company requires a significant amount to be successful and operational. We believe
that this business has a high market potential because it is desired by millions of people. The
majority of such financial investments would be used to purchase needed equipment and other
resources, such as equipment for manufacturing the product, materials for manufacturing the
product, and so on. Our estimated investment is in the range of 2,793,120 million pesos. It
consists of raw materials, production costs, salaries, training, and insurance, marketing and
distribution, research and development, mayors permits, and factory and machinery tools that
will be used to make the finished product in our business.

Category Estimated Cost (PHP)

Factory and Machinery Equipment ₱ 1,584,000
Office Equipment ₱ 709,120
Raw Materials ₱ 150,000
Production Costs ₱ 100,000
Salary, Training, and Insurance ₱ 100,000
Marketing and Distribution ₱ 85,000
Research and Development ₱ 60,000
Mayor Permit and Legal Form ₱ 5,000
₱ 2,793,120

E. Statement of Confidentiality
This business plan's overall information, data, and drawings are strictly confidential and
private. They are provided with the understanding that they will be held confidentially and
privately and will not be disclosed to third parties without Julius Caesar I. Rañola’s prior
written consent.

By reading this business plan, the person receiving it agrees to keep all of the
information in it secret. This includes but isn't limited to financial projections, operational
plans, trade secrets, customer lists, and any other proprietary information. The person who gets
this information agrees that if it is used or shared without permission, it could cause HESTIA
Corporation significant damage.

Any breach of this confidentiality obligation may result in legal action being taken
against the offending party. HESTIA Corporation reserves the right to seek damages, injunctive
relief, or any other remedies available under the law for the unauthorized use or disclosure of
confidential information. In the event of a breach, the recipient agrees to be responsible for all
 legal fees, court costs, and any other expenses incurred by HESTIA Corporation in enforcing
this confidentiality agreement.

II. EXECUTIVE SUMMARY

Hestia Corporation, a Mandaluyong, Philippines-based organization, is presently
seeking a financial investment amounting to ₱ 2,793,120. Established by Julius Caesar I.
Rañola, the organization focuses on the production of instant coffee products. The business
plan functions as a comprehensive document that delineates the company's goals, anticipated
financial forecasts, and operational approaches for the subsequent three years. Its principal
purpose is to procure the requisite financial resources to support its growth. The principal
objective of Hestia Corporation is the manufacturing of instant coffee products, employing a
focused strategy that emphasizes individual sales. The organization differentiates itself by
employing sustainable packaging and fostering innovation in order to accommodate health-
conscious consumers, specifically those who are afflicted with neurological disorders and
diabetes. Under the leadership of Julius Caesar I. Rañola, the executive team is committed to
advancing the success of the organization by carrying out their designated duties and
obligations. In summary, Hestia Corporation offers a compelling investment prospect by
placing significant emphasis on sustainable growth, product innovation, and market
differentiation within the instant coffee sector.

III. INDUSTRIAL ANALYSIS

A. Future Outlook and Trends

In the next three years, our business plan envisions a future where our coffee products
thrive by embracing key trends, There will be 7 branches all over the Philippines and it will be
popular among the Filipino masses. We focus on providing quality and affordable services to
our customers and will also strive to provide a positive customer experience. We will surely
maintain excellent customer service standards.

The sustainability of coffee products will be at our core, driving a shift towards
environmentally friendly options by adopting practices that reduce carbon emissions, promote
biodiversity, and minimize waste. This involves sourcing coffee beans through fair trade and
organic farming, using renewable energy in production, reducing water usage, implementing
sustainable sourcing, and packaging, waste reduction, and supporting reforestation efforts. By
promoting the health advantages of our blends and providing functional ingredients, we will
capitalize on the current trend toward health and well-being.

As demand for specialty and artisanal coffee drinks increases, we will consider offering
specialty blends, single-origin options, or collaborations with local coffee growers. Moreover,
we will also focus on sourcing the highest quality beans and roasting them to perfection for
unique coffee experiences. To enhance the customer experience our business will be innovating
to create new products and services, such as smart coffee makers, coffee subscription services,
mobile delivery, and ordering services, This will be facilitated by technology to make our
coffee more convenient and accessible to our consumers.
 We will provide choices for various roasts, flavors, and additives to cater to the varying
tastes of every customer who is looking for coffee goods that are suited to their particular
preferences to provide a personalized coffee experience. Additionally, we'll place a high
priority on diversity and make sure that our menu options respect different dietary preferences.
We'll be aware of consumer preferences through the strategic use of data, allowing us to
consistently innovate and stay one step ahead of the curve.

B. Analysis of Competitors

Sales

12%
Nestle (Nescafé)
30%
16% Mayora (Kopiko)

Universal Robina Corp. (Great Taste)

19% Consolidated Food Corp. (Blend 45)

23%
Hestia Corp. (Arellatté)

C. Market Segmentation
Our instant coffee product which is the “Arellatté” the brand of our instant coffee is
available in three unique flavors: Apple Caramel, Black Forest, and Original Blend. We offer
various packaging options, including sachets, flat-bottomed bags, stand-up pouches, and glass
jars.

Our target market includes individuals aged 15 and above, especially those dealing with
diabetes and other neurological illnesses. Additionally, we aim to serve adults and teenagers
who are passionate about coffee but prioritize their health. We've chosen these groups as our
target market to promote a healthy lifestyle, assist in illness prevention, alleviate health
consciousness, and simplify their lives.

D. Industry Forecast
In the realm of instant coffee, a dynamic industry awaits with promising opportunities
for growth and development. As we examine the competitive landscape, it's evident that our
company, HESTIA Corporation, holds a notable share of approximately 12% in this flourishing
 market. This slice of the pie represents a solid foothold that we can build upon as we chart our
course for the future.

Nestle, a major player, commands a substantial 30% of the market, showcasing the
enduring popularity of instant coffee among consumers. Similarly, Mayora stands strong at
23%, Universal Robina Corp. at 19%, and Consolidated Food Corp. at 16%, demonstrating the
presence of formidable competitors.
As we navigate this competitive terrain, it's essential to recognize that the instant coffee
industry as a whole is poised for continued growth. Consumers increasingly seek convenient
yet high-quality coffee solutions that align with their evolving preferences, including health-
conscious choices. Our unique product offerings, such as "Arellatté" with its health-promoting
features and diverse flavors, position us strategically to tap into this demand.

Moreover, market trends indicate a heightened awareness of health considerations

among consumers. This aligns perfectly with our objective to serve health-conscious
individuals, particularly those dealing with diabetes and neurological illnesses.

As we forecast the industry's trajectory, we anticipate that our innovative approach and
commitment to quality will enable us to capture a larger share of the pie. By staying attuned to
consumer needs, embracing evolving tastes, and fostering product excellence, we aim to
solidify our position in this thriving industry and, in turn, contribute to its sustained growth.

IV. DESCRIPTION OF VENTURE

A. Product(s)
N – S – P – P – USP
Model
• To cater to health-conscious consumers.
Needs • To offer coffee products with potential health
benefits.
• Market trends show a growing interest in health-
conscious coffee options.
Situation • Increasing prevalence of diabetes and neurological
illnesses.
• A desire for convenient, on-the-go coffee solutions.
• Individuals aged 15 and above.
• People who are experiencing diabetes and other
PERSON neurological illnesses.
• Adults and Teenagers who are coffee lovers but
health-conscious at the same time.
• "Arellatté" instant coffee in three unique flavors:
Product Description Apple Caramel, Black Forest, and Original Blend.
 • Available in various packaging options: sachets,
flat-bottomed bags, stand-up pouches, and glass
jars.
• "Arellatté" combines the love for coffee with health-
conscious choices, targeting those dealing with
diabetes, and neurological illnesses, and everyone
Unique Selling who drinks it can lower their risk of developing
Proposition depression too. Health benefits like these are what
make our products unique and beneficial.
• Provides convenient packaging options for versatile
use.

B –A– F– F
Matrix

Benefits Advantages Features Functions

Potential health Addresses specific Three unique
benefits include health concerns of the flavors: Apple
reduced risk of target market, unlike Caramel, Black Simplifies coffee
diabetes, liver and other instant coffee Forest, and Original preparation for busy
endometrial cancer, brands that only Blend. lifestyles.
and neurological promote their coffee
illnesses. products as a thing Quick-dissolving for Supports health-
like an energizer to on-the-go conscious
It can also help lift stay awake at night. convenience. individuals with
our spirits, hone our potential health
minds to some We’ve included more Packaging options benefits.
extent, and improve healthy-friendly include sachets, flat-
to have a positive benefits that for sure bottomed bags, Ensures freshness
impact on the body everybody has been stand-up pouches, and convenience
and mind. looking for, at an and glass jars. through multiple
affordable price packaging options.
Also, our products Contains health-
may help everyone Enhances the coffee promoting Provides a
who drinks them to experience with ingredients. delightful coffee
lower their risk of unique flavors. experience with
developing flavor variety.
depression.
 B. Office Equipment
Name and Picture Description Price
HVAC (Heating, Ventilation, and
Air Conditioning)

To regulate the indoor

climate of a building,
ensuring it remains
₱ 190,680
comfortable and healthy.

Computers
Essential for various
administrative tasks,
including email
communication, document
₱ 110,920
management, and data
analysis.

Printers and Scanners

Used for printing documents,
labels, and scanning ₱ 8,400
important paperwork.

Photocopier

For making copies of

documents and reports.
₱ 13,560

Telephones and VoIP Systems

Communication tools for

internal and external calls.
₱ 3,390

Including a projector, screen,

Conference Room and Multimedia video conferencing tools,
conference call, and audio
₱ 150,200
Equipment
systems equipment for
 meetings, presentations, and
training.

Office Furniture

Desks, chairs, cabinets, and

shelves for our employees' ₱ 30,580
workstations and storage.

File Cabinets

Organize and store important

documents and records.
₱ 4,200

Office Supplies

Pens, notepads, paper,

folders, and other stationery ₱ 5,000
items.

Servers, routers, and network

IT Infrastructure equipment for data storage ₱ 80,420
and connectivity.
Office & Security Equipment

Surveillance cameras,
Security systems for our
physical office security,
access control systems, and
₱ 27,950
alarms to protect our office
premises.

Backup and Data Storage

External hard drives or cloud

storage solutions for data ₱ 3,000
backup and recovery.

Coffee makers, microwaves,

refrigerators, and other
Kitchen Appliances kitchen equipment for our ₱75,000
office breakroom or
cafeteria.
Cleaning Equipment

Vacuum cleaners, cleaning

supplies, and maintenance
tools for keeping our office
₱5,820
clean and hygienic.

TOTAL ₱ 709,120
C. Background of Entrepreneurs
V. PRODUCTION PLAN

A. Manufacturing Process
Step 1: Cleaning
Raw, green coffee beans enter our factory. The coffee beans are then sieved and cleaned
by our machines to remove any unwanted debris that may have found its way into the batch of
beans.

Step 2: Roasting
Next comes the roasting of the beans to turn them from their original green colour to
the more familiar brown in our industrial coffee roaster machine. The beans are heated to 230°C
(446°F) to produce a medium roast, after 10 minutes of roasting, the beans are then rapidly
cooled to 40°C (104°F) to avoid further cooking from the residual heat.
 Step 3: Grinding
The roasted coffee beans are now sent to be ground in our industrial roller-mill grinder
machine. When coffee is ground, a lot of the aromas are lost in thin air. To minimize the loss,
the aromas are collected by pumping nitrogen gas through the grounds, capturing the aromas
on their way through.

Step 4: Brewing
In this step, the grounded coffee is now mixed with water to brew much like you would
do at home using a French press.

Step 5: Evaporation
The brewed and filtered coffee is sent to our giant evaporation tank that spans the entire
floors of our factory. The coffee is condensed 50 percent to produce a thick, syrupy coffee
extract. As we heat the liquid stock, it reduces and intensifies in flavour.
 Step 6: Freezing
The coffee extract is then pre-chilled through our heat exchangers in preparation for
freezing. Once successfully chilled, the syrupy coffee extract is poured onto our conveyor belt
that makes its way into a giant freezer with temperatures between -40°C and -50°C (-40°F and
-58°F).

Step 7: Sublimation
Stacked up in trays, the granules are driven through our low-pressure tube for several
hours to undergo sublimation.
 Step 8: Aromatization
The coffee granules are now collected, and the aromas that were captured with nitrogen
gas will be readded. The aromas are sprayed over the granules as they pass through into our
giant sacks.

Step 9: Packaging
The freeze-dried coffee is now ready to be placed into our packaging options like
sachets, flat-bottomed bags, stand-up pouches, and glass jars using our packaging machines.
Each packaging option contains an airtight seal to preserve its freshness, and our brand name,
logo, and relevant information such as the manufacturing date, expiry date, and ingredients
label are attached using our Labeling machine.
 B. Physical Plant
The Hestia Corp. was located at #495 Boni Ave, Mandaluyong, 1550 Metro Manila,
Philippines in front of Rooms 498 building.

The "Production Plant" will be our physical plant because it is the only facility where
the majority of our operations will take place. We will also rely on our suppliers for the
materials and resources required to keep our business running. Coffee beans, Packaging
materials, and other ingredients are examples. Future plans and developments will include the
major purchase of a Big Physical Store establishment for facility management.
 C. Machinery Equipment

Name and Picture Description Price

Industrial Coffee Roaster
Used to roast green
coffee beans to the
desired level,
₱ 280,000
influencing the
coffee beans’
flavor and aroma.
Industrial Roller Mill Coffee Grinders
To grind roasted
coffee beans into
the appropriate
particle size for the ₱ 240,000
type of instant
coffee being
produced.
Mixing And Blending Equipment
Used to blend
coffee with other
ingredients like
health-promoting ₱ 225,000
components,
sweeteners, and
flavorings.
French Press Equipment
For Brewing coffee
powder, ground
₱ 1,000
coffee to mixed in
the water to brew.

Equipment for
filling instant
Packaging Machinery coffee into
pouches, flat-
bottomed bags,
stand-up pouches,
₱ 200,000
sachets, or glass
jars.
Sealing machines
to maintain
freshness and
prevent moisture.
Labeling Machine To apply labels
with branding,
nutritional
information, and ₱ 135,000
other relevant
details to the
packaging.
 Quality Control Equipment

Tools to monitor
factors like particle
size, moisture
₱ 120,000
content, and
product
consistency.

Solubility Testing Equipment

Ensure the coffee

granules dissolve
₱ 55,000
quickly and evenly
in hot water.

Sachet Filling Machine

If you're packaging
in individual
sachets, a
₱ 83,000
dedicated machine
for accurate and
efficient filling.

Packaging Material Handling Machine

Conveyors and
handling systems
to transport and ₱ 160,000
manage packaging
materials.
 Product Inspection Equipment

Systems to inspect
packaged products
for quality and ₱ 65,000
ensure they meet
standards.

Maintenance Tools and Equipment

Tools and
equipment for
routine
₱ 20,000
maintenance and
repairs of
machinery.

TOTAL ₱ 1,584,000

D. Names of Suppliers of Raw Materials

1. AR Beans Co. (Arabica and Robusta Beans)
316 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09764163828
2. DesignCraft Studios (Labels and Packaging Design)
582 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09293847562
3. NutriExtracts Inc. (Health-Promoting Ingredients)
259 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09673596345
4. NaturalFlavors Ltd. (Sweeteners and Flavorings)
952 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09647514769
5. CreamySolutions Co. (Non-Diary Creamer and Stabilizers)
 791 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09846329347
6. PackItUp Supplies (Solubilizing Agents and Packaging Materials)
462 Gen. Kalentong, Mandaluyong, 1550 Metro Manila
09471368495

VI. MARKETING PLAN

A. Pricing
Since our business is manufacturing, we chose to use a bundle pricing strategy where
both of us (HESTIA Corp.) and the buyer will have a big benefit in buying our products from
us, buyer will get a discount when they buy boxes of our products, and get a huge amount of
profit, while us will easily gain more buyer around the country because of our low-price bundle
product without losing our capital. As our products have multiple packaging options for our
instant coffee, each with a different quantity and price allows us to offer customers the
flexibility to choose the option that best suits their needs and budget. A bundle is a suitable
pricing strategy for our products as it can create a perception of value for our customers. When
they see multiple products bundled together at a single price, they may feel they are getting a
better deal compared to buying each product individually. This can encourage larger purchases
of our products because the focus of our Pricing Policy will be the Odd-Even Pricing Tactic,
where we’ll end our prices with odd & even numbers. We believe that it’s effective as we’re
aiming to have a maximized profit and increased sales.

B. Distribution
Our distribution strategy starting with the producer going to the wholesaler, then to the
retailer, and finally to the consumer, is a common distribution channel known as the
"Producer-Wholesaler-Retailer-Consumer" model, or more simply, the "Supply Chain
Distribution" model, will play a significant role in our business. We will be able to gain various
sales by gathering wholesalers and retailers and will have an advantage over our competitors
due to our strategies. We believe that this provides us with a better opportunity because we can
distribute our products to both large and small markets including resellers, grocery stores,
convenience stores, and neighborhood retail stores in the retailer’s section. Another good
example is that we can supply and provide all public and crowded places because our target
market is mostly people between the ages of 15 to 70, so we would distribute our product to
those people who really need our instant coffee products due to their health consciousness.

C. Promotion
The idea of our promotion is to create awareness and attract and induce the consumers
to buy our products, in preference over others. Our Promotional Mix focuses on sales
promotion, public relations, and advertisement. We will be following the Integrated Marketing
Communications Strategy where we’ll endorse our products via commercial advertisements in
 radio and television channels, market them on different social media platforms like Facebook,
Instagram, Twitter, and YouTube, and Guerilla Marketing Strategy for Publicity. Aside from
advertising and social media marketing, we will be offering gift sets like eco-friendly coffee
bundles and brewing kits as a part of our sales promotions. As a starter, we will also do free
tastings or samples which will be held in places where people usually stop and go by like
grocery stores and malls to give the consumer a chance to see how well they like our product.

D. Product of Forecast
The challenge over the next three to five years is to define innovative product offerings
that can sustain growth and attract more customers. Our possible innovative product would be
capsules of single-origin coffee that are compatible with popular pod-based machines.
Customers would be able to enjoy a premium coffee experience at home with this variety of
exotic coffee beans sourced from around the world. In order to provide a truly exceptional
customer experience, our company could offer customers a coffee subscription service,
allowing them to receive new and unique coffee capsule varieties on a regular basis.
Furthermore, these capsules could be packaged in eco-friendly and sustainable ways to align
with environmental awareness. By focusing on these innovative products, our business aims to
capture a niche market segment and establish itself as a premium, sustainable, and convenient
coffee solution, driving substantial revenue growth over the envisioned 3 to 5-year period.

VII. ORGANIZATION PLAN

A. Form of Ownership
Hestia Corporation will operate as a corporation, with ownership distributed among key
stakeholders. The founder will hold the majority share, with a 60% ownership stake, serving
as the Chief Executive Officer (CEO) and Head of Product Development. A co-founder will
contribute significantly to operations and strategy, holding a 20% ownership stake and serving
as the Chief Operating Officer (COO) and Head of Operations.
To enhance external partnerships and benefit from valuable expertise, CaffeTayo, a
strategic investor, will join the corporation, holding a 15% ownership stake and playing a role
as an Advisory Board Member. Additionally, a 5% ownership stake is allocated to an Employee
Stock Option Pool, earmarked for attracting and retaining key talent through stock-based
incentives.
This ownership distribution structure, including the collaboration with CaffeTayo, aims
to align interests, provide a clear governance framework, and foster a collaborative
environment for the sustained growth and success of Hestia Corporation.
 B. Identification of Partners or Principal Shareholders

C. Roles and Responsibilities of Members of Organization

NAME ROLES & RESPONSIBILITIES
Chief Executive Officer (CEO)
- Responsible for making top-level decisions and
gathering resources. Setting the company's vision,
Rañola, Julius Caesar I. mission, and goals. Building and maintaining
relationships with key stakeholders. Ensuring the
financial health and sustainability of the
organization.
Chief Operating Officer (COO)
- Oversees the company’s operations. Managing
Bautista, Frenz Louis C.
day-to-day operations and ensuring efficiency.
Implementing operational strategies to achieve
 company goals. Overseeing production, quality
control, and supply chain. Collaborating with
other executives to execute business plans.
Chief Finance Officer (CFO)
- Responsible for the cash flow and financial
success. Financial planning, strategy, and
Del Castillo, Kurt R.
budgeting. Financial reporting and analysis. Risk
management and compliance. Capital
management and fundraising efforts.
Chief Marketing Officer (CMO)
- Directs marketing campaigns and manages the
entire marketing. Developing and implementing
comprehensive marketing strategies. Brand
Laroga, Joshua A.
management and positioning. Conducting market
research and analysis. Overseeing advertising and
promotional activities. Building and maintaining
strong customer relationships.
Chief Technology Officer (CTO)
- Manages the technological functions of the
company. Setting the technology strategy and
direction. Overseeing research and development.
Trumpeta, Willjhun G.
Managing technology resources and
infrastructure. Ensuring the company's
technological competitiveness. Collaborating
with other executives on innovation.
President
- Perform and take on additional tasks that a CEO,
COO or CFO may not. Leadership and decision-
making in collaboration with the CEO.
Quiblat, Sharla C.
Overseeing the implementation of company
policies. Representing the company externally.
Collaborating with other executives on strategic
initiatives.
Vice President
- Initiates the President’s decisions and plans by
directing mid-level managers. Specific
responsibilities may vary based on the area (e.g.,
Belleza, Julia Veniece B.
Operations, Sales). Managing and supporting
specific functions or departments. Collaborating
with the President and other executives on
strategic initiatives.
Marketing Manager
- Helps in promoting businesses, services,
products, and brands. Developing and executing
marketing plans. Managing marketing budgets
Andres, Zyke Charlson M.
and resources. Analyzing market trends and
competitors. Overseeing the work of marketing
specialists. Reporting on marketing campaign
performance.
Silverio, Rhon Czendrell M. Finance Manager
 - Analyzes costs and revenue and uses this data to
prepare financial reports. Financial planning and
analysis. Budget management and monitoring
financial performance. Ensuring compliance with
financial regulations. Supervising financial staff.
Marketing Specialists
- Perform several functions, such as gathering
De Vera, James Gabriel R.
customer data, researching target demographics
and optimizing content for SEO purposes.

VIII. ASSESSMENT OF RISK

A. Evaluate Weakness of Business (SWOT Analysis)

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Coffee shops and
cafes around might
Our company offers
pose a challenge to
high-quality coffee Our company offers
us in capturing
products that not high-quality coffee
market share and
only provide health products that not
customer loyalty.
benefits but also only provide health The expanding
Existing
remain benefits but also community of coffee
competition from
competitively remain enthusiasts presents a
established instant
priced, making competitively significant opportunity
coffee brands
them accessible to priced, making them to us for market growth
could impact our
our broader accessible to our and consumer
market penetration
audience. The broader audience. engagement. Enhanced
and brand
commitment to The commitment to Social Media
recognition.
strong ethical strong ethical values Marketing, leveraging
Potential threats
values and a and a mission social media platforms
from consumers
mission centered on centered on health can further elevate our
considering a
health consciousness brand visibility and
boycott of the
consciousness enhances our brand engagement, tapping
product due to any
enhances our brand credibility and into a vast audience.
perceived issues,
credibility and attracts consumers
underscoring the
attracts consumers looking for socially
importance of
looking for socially responsible choices.
maintaining our
responsible choices.
quality and brand
integrity.
 B. New Technology(ies)

A novel device to employ a high-production, multi-lane side sealing coffee sachet

packing machine. This machine is designed to address the packaging necessities of Hestia
Corporation’s instant coffee products by providing a highly efficient and automated method for
packing instant coffee into individual sachets with a side sealing mechanism. Such technology
could help the corporation with vast production capacity and precision in filling with quality
control systems to emphasize sustainability. Our dedication to this new technology, as well as
our client service, are all essential for its effective adoption.

Predicting the significance of a certain technology over a 3–5-year period is fraught

with uncertainty and is dependent on a variety of factors such as technological breakthroughs
and market trends. However, Hestia Corporation will constantly analyze market developments,
and be ready to adapt our technology. Furthermore, external events such as regulatory changes,
economic upheavals, or unexpected technological discoveries can impact the significance of
any technology over the stated term. Regularly updating technology to include the newest
advances and meeting emerging market demands will be critical for long-term success.
 C. Contingency Plan
As part of our contingency plan, we the hestia corporation diversifying revenue streams
and improving customer engagement, it is essential to allocate funds strategically to address
unforeseen challenges that impact the coffee business. The company's Plan B includes
introducing innovative coffee-related products, such as merchandise or specialty blends, to
capture a broader market. Aside from strengthening our online presence, we will optimize e-
commerce channels to increase sales. The support of local cafes or businesses during tough
times can be obtained by collaborating with them for cross-promotions. Retaining existing
customers and attracting new ones can be accomplished by investing in targeted marketing
campaigns and loyalty programs. Moreover, to maintain financial stability, cost-cutting
measures will be implemented, such as optimizing supply chain efficiency and negotiating
favorable terms with suppliers. In order to maintain resilience, the coffee business monitors
market trends and consumer preferences on a regular basis.

IX. FINANCIAL PLAN

A. Pro Forma Income Statement

-
B. Break-Even Analysis
-
C. Sources and Applications of Funds
-

X. APPENDIX

A. Letters
-
B. Market Research Data
-
C. Leases or Contracts
-
D. Price List from Suppliers
-