Brown Villa

“A plant can say it better”

__________________________

A Business Plan

CAGAYAN STATE UNIVERSITY PHILIPPINES

Tuguegarao City

__________________________

In Partial Fulfillment

of the Requirements in Entrepreneurship

________________________

by

Kyla Calso
Liezel Malanot
Shyza Bajet
Stephanie Andrea Uangag
Sanny Gastardo

________________________

January, 2023
 Section 1

Executive Summary

Brown villa is named after the world’s best gardener, Lancelot Brown. He
was perhaps the most famous landscape gardener to come out of England, and is
credited as being England's greatest gardener. He made several contributions to
the English style of gardening, and also for pioneering the Serpentine style and
his signature of incorporating undulating lawns into his designs. Villa is then
added for a touch of elegance and luxury.

We are committed to offering a broad selection of high-quality, reason-

ably priced plants in an aesthetically pleasing environment. In addition, we pro-
vide free advice on how to take care of your new plants. We will cultivate every
plant we offer in our greenhouse. Brown Villa hopes to effectively sell to resi-
dential clients because to its handy location.

Brown Villa will operate as a partnership. This legal form of business has
been chosen to best fit our business. The partners are Kyla Calso, Liezel
Malanot, Sanny Gastardo, Shyza bajet and Stephanie Uangag. All partners have
equal distribution power and profit sharing ratio. The proponents have the garden
hobbies and possess talents in planting, gardening and taking care of plants so
the proponents decided to transform it into a business because many people are
interested in plants which we have at home.

The following factors will be the main drivers of the company's success:
provide high-quality floral products at competitive prices so that our customers
get the best value for their money; ensure customer satisfaction to encourage
repeat purchase and referrals; maintain daily sales growth by increasing the
variety of plants we sell; and engage with customers through innovative
advertising.

The proponents would like to see a three to five percent increase in our
customer base each year. Our marketing plan involves a well-informed work-
force, reasonable pricing, a convenient venue, and excellent customer service.
With creative marketing, and a quality choice of plants for the customers, Brown
Villa aims to make its presence known in the nursery community.
 Section 2

Business Overview

Introduction (briefly stated only)

A gardening craze dubbed "plantdemic" has spread across the Philippines after
coronavirus restrictions fuelled demand for greenery, sending plant prices soaring and
sparking a rise in poaching from public parks and protected forests. Demand remained
robust even as prices for the most popular varieties of indoor plants, such as alocasias,
spider plants and peace lilies, doubled or even quadrupled.

Needs and Resources Analysis

The high temperature in Philippines is a big source of concern for gardeners like
us. In addition, the town frequently floods, with a few exceptions, including Barangay
Centro 1. On the other hand, the advocate's house is overflowing with a wide variety of
plants. Given that many individuals in Lasam like gardening, the proponent sees this as
a chance to establish a garden company. The location cited as where the business will
be located is the best place to save the plants from the hot weather in summer because it
is surrounded by tall and big trees and beside a building which may block and control
the hot temperature. The ideal option for folks seeking for inexpensive plants to
beautify their houses would be Brown Villa in partnership with LGU Lasam. It also
serves the town's tourism industry.

Section 3
Market Analysis and Competition

A. Target Market

The proponent's target market is the residential buyers looking for a diverse
range of plants to beautify their homes.

B. Customer Segmentation
C. The Company will primarily target the following customer segments:
 High-Income Individuals: The Company will attract people with high-
income who have the disposable income to spend more on plants.
 Local professionals: Local professionals who work in offices within a
quarter mile of our site will be drawn to the Company, and we anticipate
that a good fraction of these people will frequent the shop.
 Local residents: Approximately 1,000 residents live near the surrounding
area and a majority will expected to frequent the establishment as
Lasam is known to have many “plantitos and plantitas”
D. Market Area

The market area of the business will be at Lasam, Cagayan.

E. Marketing Strategies

According to the first American Express/RoperASW Global Affluent Study

(October 2003), about half of high-income consumers around the world would
choose to have more time in their lives than more money. Brown villa is to
facilitate this desire by creating marketing messages that emphasize being able
to spend more time with love ones by: automating the process of purchasing
flower arrangements, encouraging romance through regular flower deliveries,
and removing the worry of ever missing a loved one's big day.
Healthy plants will be a top priority, and we will display the plants artistically.
Plants are a commodity that will always have a market as people consider them
to be very important to have around their residences.

i. The business will start a vigorous promotional effort in Lasam Cagayan

and the neighborhood. Direct mailers, door hangers, yellow page ads,
newspaper and radio advertisements will all be used to accomplish this.
The business will also upgrade its website so that it may connect to
social media platforms.

ii. One of the most affordable and useful marketing strategies for
increasing company awareness is social media. The business will utilize
social media to post customer feedback, provide compelling content
about the different forms and technology of the flower/plant industry,
and build audience awareness and loyalty.

iii. Another tactic will be the use of seasonal marketing. On the occasion of
significant life milestones like birthdays and anniversaries, customers
receive discounts. Just their identification cards or certificates are
required as verification. Sales will also take place on special occasions
like Christmas and Valentine's Day. There will be greeting cards with
the proponent's unique wording and message.

iv. Loyalty card will be given to loyal customers.

 F. Mode of Distribution

The Brown Villa greenhouse will be located at Centro 1, Lasam, Cagayan in

producing the plants to be sold. Customers can either purchase personally or
online. Brown villa also allow buyers to order ahead of time of delivery,
personalized designs. For online transactions, Brown Villa offers a shipping
service with a fee of as low as 20 – 50php. Plants in either pots or only mil-
plastic will be sold directly to the customers.

G. Supply and Demand Analysis

The Brown Villa consists of the greenhouse and a store where ready-to-sell
plants are displayed. The number of plants to be sold depends on how much the garden
grows.
Below are the listed factors that can generally affect the demand and supply of
the Brown Villa business.

1. Price. As the price of the plants increases, the demand decreases and vice
versa.

2. Quality of the Product. Quality is important in every customer for this will
satisfy the amount they have paid for the product. Thus, if the product is of
good quality, more customers will demand for it and vice versa.

3. Availability of the product. The Brown Villa will set a maximum number of
plants to sell monthly, depending on how much the garden grows. If there is
a high quantity of plants to sell but only have a small demand, sales and
discounts are encouraged. If there is a small quantity of plants to sell but
have a high demand from the market, reservation is open.

4. Market Impact. Filipinos have been interested in plants lately since

lockdown was imposed in the Philippines. Growing and decorating these
plants has become a therapeutic activity for people resulting to high
demands for gardening. Hence, this will give the market a good impact.
 Section 4
Sales and Marketing Plan

In the market, there are variations amongst people, particularly in terms of their
values, aspirations, and proclivities. In order to serve as a resource for those wishing to
acquire plants at reasonable prices, the proponent came up with the idea of opening a
company in Lasam, Cagayan, where there are numerous individuals who enjoy plants.

4P’s of Marketing

Product

There is currently a high demand for plants, flowers and floral bouquets in the
community due to the rise in the trend of gifting flowers on multiple occasions. In
addition, the shop has surveyed the local population and received highly positive
feedback pointing towards an explicit demand for the products, supporting the business
after launch. Brown Villa will display and cultivate rare and unusual plants to heighten
awareness of a pressing need to preserve threatened rainforest environments, making
manifest the interconnectedness of all life.
Brown Villa will provide the following products and services for multiple occasions:
 Fresh flowers
 Floral arrangements
Floral arrangement will be a natural, original work of art. The company is
committed to making each arrangement unique and custom-designed based on
each customer’s needs. Brown villa’s floral arrangements will feature a wide
range of seasonal flowers. All sample arrangements in the store will be available
for purchase.
 Potted plants
Brown Villa may occasionally offer a selection of seasonal green and flowering
house plants.
1. Variegated Monstera Deliciosa.
2. Alocasia Azlanii.
3. Anthurium Clarinervium
4. Monstera Peru
5. Philodendron Lisa
6. Philodendron Scandens
7. Variegated Alocasia.
8. Monstera Albo.
9. Caramel Marble Philodendron
10. Monstera Adansonii Variegated

 Corsages
 Event Flowers
Pricing

Customers will pay us a fee in exchange for their use of our services. We may
set the price of our products using a number of pricing methods, including cost
leadership, cost plus pricing, differentiation strategy, break-even pricing, Schimming
pricing, competitive pricing, and market penetration pricing. Because there are so many
rivals, we would use a cost plus pricing and competitive pricing approach. Given that
we are providing several packages, the pricing approach for decorating services would
be cost differentiation.
OTHER PRODUCTS AND SERVICES PRICE
Floral arrangements (events/parties) 1000-10000
Corsages 3000-10000
Bouquet 1000-10000

The prices above are fixed for ‘bloom’ plants only (at least 10 inches tall) and are based
on their leaf sizes and demands from the market, on how rare or common the plants are
and on how difficult and sensitive they are to grow. If the market wishes to buy a taller
and more matured plant, prices will also increase.

Place

The brown Villa can be found at Centro 1, Lasam Cagayan in beside LJM
Pharmacy. Residents can come and visit the garden, take pictures and upload on their
social media accounts.

Promotion

Our goal is to gain enough visibility to expand our shop to other regions and
generate inquiries from investors. We also plan to promote the shop through:

1. Campaigning
2. Direct Marketing
3. Printed Advertisement
4. News Paper
5. Business Visiting Cards
6. Gift Cards
7. Loyalty Cards

Section 5

Ownership and Management Plan

Vision Statement

Be the leading florist in the Philippine flower business with a broad selection of
beautifully created flower arrangements that satisfy customers' needs, put a smile on
everyone's face, and make every event special.

Mission Statement

We cultivate and provide our clients the broadest selection of plants and flowers
in the Philippines at Brown Villa. By providing knowledgeable guidance about our
facilities and encouraging a fun and encouraging work environment for our team
members, we actively listen to our customers and seek to inspire them. This will be the
challenge for the next 50 years. Flower World, a world of flowers, plants, and a whole
lot more.

Production Layout
Organizational Structure

OWNER

Business Manager

Cashier Gardener / Plant Staff Guard Delivery Man

Plant-er / Water-er / Harvest-er

Employee Job Description Wage Rate

Manager  Responsible for the overseeing of the The manager

daily operations of the business has a wage of
 Supervises the garden staffs P10,000
 In charge for the promotion of the monthly and
business (e.g Facebook, sales and increases by 2%
discounts) per year.
 Audits the work of the cashier
 Must be a college graduate with a
degree related to business

Cashier  In charge of the daily report on the Has a wage of

sales to the manager P7, 000 monthly
 At least high school graduate and increases by
2% per year.
Gardener/ Plant  Responsible for maintaining the
Staff beauty of plants including
designing, renewing and preserving Wage depends
the greenhouse. on the
production
Plant-er  In-charge of planting in the
greenhouse, as well as weeding and
pruning.
 Also responsible of the plants’
propagation
  In-charge of watering the plants,
Water-er spraying unnecessary pests.

 Responsible in harvesting plants to

Harvest-er be placed in a mil-plastic or pots and
display in the store

 All should be comfortable working

with plants in a greenhouse or
natural setting.
 Qualifications include at least a high
school graduate and an experience
caring for plants in a commercial
garden or nursery.

Guard  Responsible in ensuring the safety Has a fixed

of the garden and the store wage of P2,000
weekly
Delivery Man  In-charge of delivering the plants Has a wage
to the customers based on the
number of
deliveries (350
per delivery)

Form of Business Organization

Brown Villa is a partnership type of business. It is a hobby-turned-into-business

since the proponents are biology students who love to study, discover, and grow plants.

Section 6
 Operating Plan

Product Description:

Brown Villa is a garden that will surely be loved and patronized by the
Cagayanos, not only because of the products or service we offer but also for a reason
that this promotes beauty and greenery grows that will benefit our health and wellness
and helps our planet. Brown Villa will be the first plant and floral business to be
established in town . It consists of a garden where we produce our products and a store
where the plants will be displayed and sold. The market can enter the greenhouse and
even take pictures but they are not allowed to touch any plant. Staffs will be with them
to assist and guard them as they roam around the greenhouse. Brown Villa is also open
for reservations.

Process

Plants are all ready and grown from the proponent’s house - we just have to
propagate (asexual form of reproduction) them. We will do stem cutting, root division
and layering. In doing the plants’ pro-creation, we will need a healthy soil, water and a
little bit of sunlight, a pot or mil-plastic where the new plant is placed, knife or razor
and scissors for cutting and of course, my green thumb.

Below is the procedure on how to do the three propagation processes:

a. Stem-cutting

Step 1: Cut Off a Section of Stem - Early morning is usually the best time to
harvest cuttings because plants usually have the most moisture at this time. Select a
section of healthy growth that's 3-6 inches long. Using a sharp knife or pruning shears,
make a clean cut. Keep cuttings cool and moist until you've potted them up by placing
the cut ends in water or stashing your cuttings in a plastic bag with a moist paper towel
wrapped around them.
Step 2: Remove the Lower Leaves - Clip off the leaves on the lower half of the
shoot so you have a bare stem to insert into your potting mix. Then, if you want, dip the
end of your stem in rooting hormone. This helps many cuttings root more quickly.
Step 3: Pot Up Your Cutting - Immediately pot up your cutting in moist potting
mix sand. Keep your cutting humid by loosely wrapping it in clear plastic. Place
your planted cutting in bright light but avoid direct sunlight which can be too powerful.
Some plants root more quickly than others, so be patient. On average, it takes a month
or two for your cuttings to root and become established enough that you can plant them.

b. Root Division - Propagation by division is the simplest method of vegetative

propagation. The plants which produce masses of stems at ground level, each
 having its own root system, are lifted from the ground and divided into
individuals.

Step 1: Divide the plants under hygienic conditions with clean tools and hands.
Step 2: Choose healthy and vigorous plant material for propagation.
Step 3: Knock the plant out of its pot, and free the roots of surplus soil.
Step 4: Pull the plants gently apart, and single out each with separate stem, leaf
or crown.
Step 5: Plot each division as a different plant in a suitably sized pot using
a good potting soil.

c. Layering

Step 1: Select a stem that is one or two years old, wound it, and bend it down to
the ground.
Step 2: Pin it in place and lightly cover it in soil, ground staples work well.
Step 3: Alternately, you can dig a shallow trench into which it will be pinned.
Step 4: The daughter plants are typically ready to sever from the mother after a
few months to a year.
Step 5: In autumn you can separate them out to root up in individual pots, or
transplant them directly into the ground in the spring when the soil has begun to warm.
 Section 7

Risk Analysis

Brown Villa is forming its own market. While there are a few flower shop that do
make sales and profits, ours is the only one present in Lasam. Our competitors’
arrangements are only limit and are not practical.
We need the capital to protect our business through providing technology and
creating more effective methods of marketing.

Direct & Indirect Competitors

Danes
Danes is the Cagayan’s most popular flower shop and has been in business for 32
years. Blooms offers a wide array of services that one would expect from a flower
shop. Besides offering floral services, Blooms also provides event management
services. The shop provides everyday flowers, a selection of plants and flowers for
large scale events.
Pascua
Pascua provides its customers with multiple pre-arranged floral bouquets perfect for
on the go buyers. It provides custom-design services for special occasions and
events. It also delivers flowers to local households and businesses.
JM’s
JM’S was established in 1995. Floral Agents’s current location is in Tuguegarao
City, which is filled with restaurants, pubs, salons, and barbershops. Floral Agents
caters to high-end business clients for their large corporate events. It also provides
floral services for private events including weddings and parties.

Competitive Advantage
Brown Villa enjoys several advantages over its competitors. These advantages
include:
• Great products at an affordable price: The complete array of floral
products and services offered by Brown Villa nearly equals the most
premium positioned competitor, JM’s. However, Brown Villa will
offer these services at a much more affordable price.
 Specialized and Customized Floral Decoration and Floral Bouquets:
Brown Villa will provide specialized and customized floral
decoration and bouquets, which will help target a wide variety of
clientele’s tastes and preferences.
 Section 8

Financial Plan

Financial Assumption:

 Population increases by 2% every year.

 There will be seven (7) working days in a week and a total of forty-nine
(49) weeks a year. Three (3) weeks are allotted for holidays and
calamities.
 Ending inventory desired balance = 5% of the budgeted sales next year.
 Market share of my data was derived by using this formula:

Total Population x % of consumers willing to buy

Number of Competitors

 Target population = % of the plantitos/titas x % of consumers willing to

buy plants
 Target Daily Sales = Target market x Market Share
 Target daily sales increases by 5% every year.
 Target Market = Target Population x Average daily number of Brown
Villa customers
 Annual Estimated # cost of units sold = Target daily sales x 343 days
 Wage per employee is as follows: The manager has a wage of P10,000
monthly, the cashier with a wage of P7,000 per month, the garden staffs
will have a wage based on the production, the guard with 2,000 weekly
wage and the delivery man with P350 per delivery.
 Suggested retail prices on some raw materials increase by 10 percent
starting on the third year.
 Depreciation is computed using the straight line method of depreciation.
Salvage value is five percent (5%) of cost.
 The furniture and fixtures have an estimated useful life of 5 years.
 The tools and equipments have an estimated life of 2 years.
 The electric fan has an estimated useful life of 5 years.
 The nipa hut has an estimated useful life of 10 years.
 Advertising expenses decreases 10% every year.
 The salaries of manager, cashier, guards and driver will increase by 2%
annually.
 Section 9

Appendices

Name Kyla Calso

Birth Date June 10, 2002

Place of Birth Lasam, Cagayan

Father’s Name Francis Calso

Mother’s Name Dolores Quebral

Nationality Filipino

Civil Status Single

Religion Roman Catholic

Address Centro 2, Lasam Cagayan

Name
Educational Background: Sanny Gastardo

BirthSenior
Date High School January 15 2000
Lasam Academy

PlaceJunior
of Birth
High School Tagapul-a Western Samar
Lasam Academy
Father’s Name
Elementary Victor
Lasam Gastardo
Academy
Mother’s Name Merly Gastardo

Nationality Filipino

Civil Status Single

Religion Born Again

Address Brgy, Labangbaybay, Tagapul-an Western

Samar

Educational Background:

Senior High School Tapaul-an Samar

Junior High School Tagapul-an Samar

Elementary Tagapul-an Samar

Name Stephanie Andrea Uangag

Birth Date August 09, 1999

Place of Birth Alcala, Cagayan

Father’s Name Eugene Uanagg

Mother’s Name Niña Uangag

Nationality Filipino

Civil Status Single

Religion Roman Catholic

Address Baybayog, Alcala, Cagayan

Educational Background:

Senior High School Baybayog National High School

Junior High School Lyceum of Alcala, Inc.

Elementary Baybayog Elementary School

Name Shyza N. Bajet

Birth Date June 01, 2002

Place of Birth Atulayan Sur, Tuguegarao City, Cagayan

Father’s Name Felicisimo R. Bajet Jr.

Mother’s Name Marvie N. Bajet

Nationality Filipino

Civil Status Single

Religion Born Again Christian

Address Atulayan Sur, Tuguegarao City

Educational Background:

Senior High School Cagayan National High School

Junior High School Cagayan National High School

Elementary Atulayan Elementary School

Name Liezel Malanot

Birth Date August 20, 2001

Place of Birth Cataggaman Nuevo Tug. City

Father’s Name Esteban Joseph Malanot

Mother’s Name Editha Malanot

Nationality Filipino

Civil Status Single

Religion Roman Catholic

Address Cataggaman Nuevo Tug. City

Educational Background:

Senior High School Cagayan National High School

Junior High School Cagayan National High School

Elementary Cataggaman Elementary School