MILAGROS EVENTS

JOHN MICO GONONG

CEO

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Table of Contents

1. Introduction
 Purpose of Documentation
 Scope and Objectives
2. Business Overview
 Mission Statement
 Vision Statement
 Business Model Canvas
3. Market Analysis
 Target Market Identification
 Competitor Analysis
4. Business Operations
 Legal Structure
 Location and Facilities
 Production Process
5. Marketing Strategy
 Branding and Positioning
 Marketing Mix (Product, Price, Place, Promotion)
 Sales Strategy
6. Financial Planning
 Start-up Costs
 Revenue Projections
 Expenses Forecast
7. Appendices
 Additional Resources (Customer’s Feedback, Picture with Customers, and
Productions, Poster)
 Supporting Documentation (Capital, Revenue, and Net Revenue)
 Glossary of Terms

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 INTRODUCTION
Purpose of Documentation

Documentation serves as a critical tool for preserving knowledge, facilitating communication,

ensuring consistency, complying with regulations, mitigating risks, and promoting collaboration
throughout the project lifecycle. Milagros Catering.

Scope and Objectives

In the "Scope and Objectives" section of small business documentation, serves as a

communication tool between different stakeholders, facilitating effective collaboration, decision-
making, and alignment of objectives.

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 BUSINESS OVERVIEW
Mission Statement

Our mission at Milagros catering is to [briefly describe the purpose and core values of the
business. We are committed to experience employment empowering to the younger generation
and help maintain happy homes through good food, services and excellent cooking. Through our
unwavering dedication to using high-quality, fresh ingredients is essential for delivering
delicious and memorable dishes. Whether it's locally sourced produce, sustainable seafood, or
premium meats, quality ingredients elevate the overall dining experience, we strive to regularly
seeking feedback from clients and guests allows caterers to continuously improve their services
and offerings, ensuring that they stay competitive and deliver exceptional experiences.

Vision Statement

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Our vision for Milagros catering is to provides the satisfaction that promotes unmatched services,
togetherness and commemorates life’s milestone. We envision a future where assists in
problem-solving and troubleshooting by offering guidance, explanations, and solutions
for common issues and errors, where should be accurate, reliable, and up-to-date to
ensure that stakeholders can trust the information provided, and were embracing
sustainable practices, such as minimizing food waste, using eco-friendly packaging, and
sourcing locally grown ingredients, demonstrates a commitment to environmental
responsibility.

Business Model Canvas

The Business Model Canvas provides a concise overview of [Business Name]'s key components
and how they create, deliver, and capture value. It consists of the following elements:

1. Key Activities: Specify the key activities that your business must perform to
create and deliver value to customers. Include product development, marketing,
sales, customer service, or distribution.
2. Key Resources: Identify the key resources required to deliver your value
proposition and operate your business. Gives physical assets, intellectual
property, human resources, technology, or strategic partnerships.
3. Value Proposition: Define the unique value that your product or service offers to
your target customers. What problem does it solve? What benefits does it
provide? Your value proposition should resonate with your customer segments.
4. Customer Segments: Identify the different groups of customers or market
segments that your business serves.
5. Channels: Through which you will reach and interact with your customers.
6. Customer Relationships: Establish and maintain relationships with your customers
provides self-service options, community engagement, or loyalty programs.
7. Revenue Streams: Outline the different sources of revenue for your business. This
could include one-time sales, recurring subscriptions, licensing fees, advertising
revenue, or affiliate commissions.
8. Cost Structure: Outline the costs associated with operating your business. This
could include fixed costs like rent, salaries and variable costs of materials,

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 marketing expenses. Understanding your cost structure is essential for ensuring
profitability.

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 MARKET ANALYSIS

Target Market Identification

The target market identification section focuses on defining the specific customer segments that
Milagros catering aims to serve. It includes the following elements:

Demographic Profile: Milagros catering enables caterers to develop customized menus, pricing
packages, and marketing strategies that resonate with their target demographic and attract
potential clients.

Competitor Analysis

The competitor analysis section examines the strengths, weaknesses, opportunities, and threats
posed by Milagros catering competitors. It includes the following components:

1. Competitor Identification:
 Location: Urban areas may have a higher demand for catering services due to the
prevalence of corporate events, weddings, and social gatherings. In contrast, rural
areas may have a preference for catering services that specialize in outdoor
events like barbecues or farm-to-table dinners.
 Event Type: Consider the type of events that individuals are likely to cater. This
could include weddings, corporate events, private parties, holiday gatherings, or
community events. Each event type may have unique catering preferences and
requirements, such as formal plated dinners for weddings or casual buffet-style
options for company picnics.
 Cultural Backround: Influences food preferences and dietary restrictions.
Catering services may need to accommodate diverse cultural tastes and dietary
requirements, such as vegetarian, vegan, gluten-free, or halal options.
 Large Chain Caterers: Large chain caterers may target a wide range of customer
segments, from corporate events to weddings and social gatherings. They
typically focus on efficiency, scalability, and standardized offerings to maintain
their market share.

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 BUSINESS OPERATION
Legal Structure

The legal structure section outlines the formal framework within which [Business Name]
operates. It includes the following components:

1. Ownership and Management:

 Managing director assumes leadership responsibilities and oversees the day-to-
day operations of the business. They work closely with department heads and
senior management to implement strategic initiatives, achieve business goals,
and ensure operational efficiency.
 Executive chef plays a crucial role in shaping the culinary direction and quality
standards of the catering company. They are responsible for menu development,
recipe creation, food sourcing, and kitchen operations.
 Sales and marketing director is responsible for driving revenue growth and
promoting the catering company's services to potential clients. They develop
marketing strategies, manage advertising campaigns, cultivate client
relationships, and oversee sales teams.
 Operations manager oversees the logistical aspects of catering operations,
including event planning, staff scheduling, inventory management, and vendor
relations. They ensure that events are executed smoothly and according to client
specifications.
 Finance manager is responsible for managing the catering company's financial
affairs, including budgeting, financial reporting, cash flow management, and
financial analysis. They provide strategic guidance on pricing strategies, cost
control measures, and investment decisions. The finance manager works closely
with the owner or management team to ensure the financial health and
sustainability of the business.
 Owner of the catering business is often the primary decision-maker responsible
for setting the company's vision, mission, and overall strategic direction. They
have the ultimate authority over major business decisions, including financial
investments, expansion plans, and long-term growth strategies.

Location and Facilities

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A centrally located catering facility allows for easy access to clients, event venues, suppliers, and
transportation networks. Being situated in a convenient location reduces travel time and costs
associated with delivering catering services. Milagros Catering operations. It includes the
following elements:

1. Site Selection Criteria:

 Milagros Catering considered made for vehicle access, parking, and loading
facilities to accommodate catering trucks, delivery vehicles, and equipment
transportation. Easy access to major roadways and event venues can streamline
logistics and reduce transportation costs.
2. Location Analysis:
 Parking availability and loading facilities for catering trucks, delivery vehicles, and
client pickups. Sufficient parking space and convenient loading access streamline
logistics and enhance customer convenience.
 Location that is easily accessible to clients, suppliers, employees, and delivery
vehicles. Proximity to major roadways, highways, public transportation hubs, and
airports facilitates transportation and logistics for catering operations.
3. Facilities Description:
 Kitchen Space: The heart of any catering business, the kitchen space is where
food preparation, cooking, and plating take place.
 Storage Facilities: Adequate storage space is crucial for organizing ingredients,
supplies, equipment, and finished products.
 Production Areas: Additional production areas may be designated for food
assembly, plating, and packaging.
 Event Planning Space: Some catering businesses may include space for client
consultations, tastings, and event planning meetings.
 Administrative Offices: Administrative offices house the administrative staff
responsible for managing day-to-day operations, client communications, and
business functions.

 Custom Menu Options: Providing customizable menu options allows clients to

personalize their catering selections based on dietary preferences, cultural
traditions, and event themes. Offering flexibility in menu choices ensures that
clients can create a unique and memorable dining experience.
4. Leasing or Ownership:

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  Milagros catering leasing offers flexibility in terms of location, as businesses can
choose from a variety of rental properties in different areas without committing
to a long-term investment. Leases can also provide flexibility in terms of lease
duration, allowing businesses to adjust their space requirements as needed.
 Long term costs while leasing may have lower initial costs, long-term lease
payments can add up over time and may exceed the cost of property ownership
in the long run.
 Property ownership allows the catering business to build equity over time, as
mortgage payments contribute to ownership of the property. This can be a
valuable asset for the business and provide long-term financial stability.

 The catering business is dependent on the landlord for lease renewals, property
maintenance, and compliance with lease terms. This dependency can pose risks if
the landlord is unresponsive or if there are disputes over lease terms.

Production Process

The production process section outlines the steps involved in manufacturing or delivering
[Business Name]'s products or services. It includes the following components:

1. Overview of Production Process:

 From Menu planning, Ingredients, Food preparation, Quality control, Packaging
control, Event set-up, Food service, Cleanup and breakdown.
2. Resource Requirements:
 The resource requirements for a catering business encompass a variety of factors,
including personnel, equipment, ingredients, facilities, transportation, and
technology. Here's a breakdown of the main resource requirements for a catering
business
3. Quality Control Measures:
 Milagros Catering food preparation process, quality control measures are
implemented to ensure that each dish meets the catering company's high
standards for taste, presentation, and food safety. Quality control may involve
taste testing, visual inspection, temperature monitoring, and adherence to recipe
guidelines

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 4. Production Capacity and Scalability:
 A Standard size Processes: Establish standardized procedures and workflows for
menu planning, food preparation, event setup, service, and cleanup. Clear
protocols help minimize errors, improve consistency, and enhance efficiency.
 Implement Time-saving Techniques: Identify opportunities to streamline tasks
and save time, such as batch cooking, prepping ingredients in advance, and using
time-saving kitchen gadgets and equipment.
 Cross-train Staff: Cross-train kitchen and event staff to perform multiple roles and
tasks. This increases flexibility, reduces dependency on individual staff members,
and ensures smooth operations during busy periods.


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 MARKETING STRATEGY
Branding and Positioning

The branding and positioning section outlines how Milagros Catering establishes its brand
identity and positions itself in the market. It includes the following components:

1. Brand Identity:
 The logo is the visual centerpiece of a brand identity. It should be distinctive,
memorable, and reflective of the catering business's personality and values.
Consider elements such as typography, colors, symbols, and imagery that convey
the essence of your brand.
 brand voice that communicates your catering business's unique value proposition,
personality, and positioning. Craft compelling taglines, slogans, and brand stories that
resonate with your target audience and differentiate your brand from competitors.
 Our brand identity should extend to the entire customer experience, from the initial
inquiry to the event execution and beyond. Consistency in service, quality, and
communication reinforces your brand's promise and fosters trust and loyalty among
clients.
 Create brand guidelines that document your brand identity elements, usage
guidelines, and standards for maintaining consistency. These guidelines serve as
a reference for internal and external stakeholders, ensuring cohesive brand
representation across all touchpoints.

2. Target Audience:

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  The target audience for a catering business can vary depending on factors such
as the business's specialty, location, and service offerings.
3. Brand Positioning:
 Milagros catering place in the minds for our valued customers and consumers
relative to competitors. For a catering business, effective brand positioning is
critical for standing out in a crowded market, attracting the right customers, and
fostering loyalty. Here are steps to craft a compelling brand positioning strategy
4. Brand Communication:
 Catering business interacts with its target audience to convey its brand message,
values, and offerings. Effective brand communication is essential for building
brand awareness, fostering customer engagement, and creating a positive brand
perception.

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 FINANCIAL PLANNING
Start-up Costs

The start-up costs section outlines the initial expenses required to launch [Business Name] and
begin operations. It includes the following components:

1. One-time Costs:
 Identify one-time or upfront expenses associated with starting the business, such
as:
I Licenses and Permits:
 Business license: Required to legally operate a business in your jurisdiction.
 Health department permits: Ensure compliance with food safety regulations.
Insurance:
 General liability insurance: Protects against claims of property damage or
bodily injury.
 Food liability insurance: Covers food-related incidents such as food
poisoning or allergic reactions.
 Workers' compensation insurance: Required if hiring employees to cover
medical expenses and lost wages in case of work-related injuries.
Kitchen Equipment and Supplies:
 Commercial-grade kitchen equipment such as ovens, stoves, refrigerators,
freezers, and food preparation tables.
 Smallware’s including pots, pans, utensils, knives, cutting boards, and
mixing bowls.
 Specialty equipment such as food processors, blenders, grills, and deep
fryers.
Kitchen Setup and Renovation:
 Leasehold improvements: Renovations or upgrades to a leased kitchen
space to meet health department regulations and operational needs.
 Shelving, storage racks, and organizational systems to optimize kitchen
efficiency.
Marketing and Branding:

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  Logo design: Professional graphic design services to create a logo that
represents your catering business.
 Website development: Creation of a professional website to showcase
your services, menu options, and contact information.
 Marketing materials: Printing costs for business cards, brochures, flyers,
and menus.
Training and Certification:
 Food safety certification: Training and certification for yourself and kitchen
staff to ensure compliance with food handling and safety regulations.
 SERV Safe certification: Training and certification in safe food handling
practices.
Legal and Professional Fees:
 Legal fees: Consultation with an attorney to establish the legal structure of
your business, draft contracts, and review lease agreements.
 Accounting fees: Professional accounting services for tax preparation,
financial planning, and bookkeeping

Revenue Projections

The revenue projections section forecasts Milagros Catering's expected income over a specified
period. It includes the following elements:

1. Revenue Sources:
1. Retail Sales:
 Revenue from selling retail products such as packaged foods, specialty
items, sauces, dressings, baked goods, and merchandise.
 Retail sales can supplement catering revenue and provide opportunities
for branding, cross-promotion, and customer engagement.
1. Drop-off Catering:
 Revenue generated from providing drop-off catering services for smaller
events, office lunches, luncheons, and private gatherings.

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  Clients place orders for catering trays, platters, and boxed meals delivered
directly to their location, typically with minimal setup or service required.
2. Wedding Catering:
 Revenue from catering weddings and related events such as rehearsal
dinners, bridal showers, and post-wedding brunches.
 Wedding catering packages may include menu customization, tastings,
coordination with vendors, and additional services such as cake cutting
and champagne service.
3. Specialty Catering:
 Revenue from providing specialized catering services for niche markets or
specific dietary preferences, such as vegetarian, vegan, gluten-free, or
ethnic cuisines.
 Opportunities for revenue growth by catering to specialized events,
festivals, cultural celebrations, and dietary restrictions.
4. Bar Services:
 Revenue generated from providing alcoholic beverage services as part of
catering packages or standalone bar services.
 Charges may include per-person pricing for open bars, consumption-
based pricing, or fixed pricing for a selection of beer, wine, and spirits.
5. Additional Services:
 Revenue from offering additional services such as event planning, venue
sourcing, rentals (tables, chairs, linens), decor, floral arrangements, and
entertainment.
 Bundling additional services with catering packages can increase revenue
and provide clients with a one-stop solution for their event needs.

2. Unit Sales Forecast:

3. Calculate Expected Event Frequency:
 Estimate the frequency of events your catering business expects to cater to
within the forecast period.
 Consider seasonal fluctuations, peak months, and recurring events such as
holidays, weddings, and corporate conferences.

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 4. Validate Forecast Assumptions:
 Review and validate the assumptions underlying your unit sales forecast
with key stakeholders, including management, sales teams, and industry
experts.
 Adjust forecast assumptions based on feedback, market insights, and
changing business conditions to ensure accuracy and relevance.
5. Iterate and Refine Forecasting Process:
 Continuously refine and improve your unit sales forecasting process based
on feedback, performance analysis, and lessons learned.
 Incorporate feedback from sales teams, operational staff, and customers to
enhance the accuracy and reliability of future forecasts.

6. Pricing Strategy:
1. Understand Costs:
 Calculate all costs associated with providing catering services, including
food and beverage costs, labor, overhead, equipment rental,
transportation, and administrative expenses.
 Determine the desired profit margin and pricing objectives, considering
factors such as market competitiveness, target market segments, and
business goals.
2. Transparent Pricing:
 Be transparent about pricing and clearly communicate pricing details,
including menu prices, service fees, additional charges, and payment
terms.
 Avoid hidden fees or unexpected surcharges to maintain trust and
transparency with customers.
3. Value-Based Pricing:
 Adopt a value-based pricing approach that aligns pricing with the
perceived value of your catering services to customers.
 Communicate the unique value proposition of your catering business to
justify premium pricing and differentiate from competitors.

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 4. Revenue Forecast:
 Event Revenue: Multiply the number of events catered by the average revenue
per event. For example, if you catered 50 events with an average revenue of
50,000 per event, the event catering revenue would be 50 x 50,000 = 250,000.
Depends on what packages the costumer will book.

Expenses Forecast

The expenses forecast section estimates [Business Name]'s anticipated costs and expenditures
over a specified period. It includes the following components:

1. Variable Expenses:
 Forecast the variable costs that fluctuate with business activity or production
levels, such as:
 Cost of goods sold (COGS)
 Sales commissions
 Marketing and advertising expenses
 Packaging and shipping costs
Cost of goods sold (COGS) P200,000
Sales commissions P280,000
Marketing and advertising expense P10,000
Packaging and shipping cost P20,000

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