One & Only Café

The Café that Serves

Shop Location: Pinagsanhan IB, Maragondon, Cavite

Tel. No.: (046) 143 7127

Principals:

Baraya, Jerald M.
Casela, Jeansie K-zel L.
Dongaol, Issa F.
Guillermo, Benedict B.
Iraq, Lawrence Q.
Renegado, Williana D.
Sevilla, Jerry Mae M.
Tamta, Patricia B.
Tañagras, Michelle Anne V.
Tobes, Simone Arvil M.
 Executive Summary

One and Only Café believes that people have different tastes when it comes to the food
they eat. That is why we are committed to providing a diverse selection of coffees, beverages,
and pastries to meet the diverse needs of our customers. Our extensive menu features a selection
of coffee blends, teas, smoothies, baked goods, and pastries, all meticulously crafted to cater to a
broad spectrum of tastes.

Our café prides itself on creating a welcoming and comfortable atmosphere with plenty of
seating for customers to finish their work and enjoy our drinks and delicacies. To offer the best
experience, we chose a location that is still not completely urbanized; our café is currently
located in Maragondon, Cavite. By offering cozy seating, warm lighting, and free Wi-Fi, the café
is an ideal spot for customers to unwind, socialize, and work.

In addition to our main seating area, we have a second floor dedicated as a study area.
This space is equipped with plenty of books and a reliable internet connection, providing a
perfect environment for students and professionals. To further support productivity, we offer a
unique service where you can pay to help you finish your to-do list. Simply hand over your ID
and your to-do list, and your ID will be held until you complete your work, ensuring you stay
focused and motivated. As the first anti-procrastination café in the Philippines, we are dedicated
to helping our customers stay productive.

Through a steadfast dedication to premium ingredients and unparalleled customer

service, One and Only Café aims to be a premier destination for people of all ages to work and
relax. Our growth strategy includes loyalty programs, expanded menus, online promotion, unique
services, and complimentary offerings. Focusing on variety, quality, great service, and a
welcoming atmosphere, we strive to be a beloved spot for students, professionals, and coffee and
food lovers, building a loyal customer base in a competitive market.
 Table of Contents

Executive Summary 1

Table of Contents 2

Company Industry Overview 3

A. Profile/History 3

B. Mission and Vision 3

C. SWOT Analysis 4

D. Goals and Objectives 6

Market Analysis/Environmental Audit 7

A. Environmental Audit 7
B. Product Life Cycle Identified 7

Consumer Analysis Profile 8

A. Market Segmentation 8

B. Consumer Demographics 8

C. Target Audiences 8

D. Market Research 9
Strategy-Ansoff’s Matrix 10

Market Mix Analysis - 5 P’s 11

A. Product 11

B. Place 12

C. Price 12

D. Promotion 12

E. People/Customer Service 15

Recommendations/Conclusions 16
References 17
 Company Industry Overview

A. Profile/History

One & Only Café is a premier coffee shop located in the serene town of
Maragondon, Cavite, Philippines. Founded in 2024 by a group of passionate coffee
enthusiasts, the café was born out of a desire to provide exceptional coffee and a cozy,
inviting atmosphere where patrons can unwind, socialize, or work. The founders
recognized the growing demand for specialty coffees and comfortable spaces for
relaxation and work, leading them to create a unique café experience where they apply
unique service that can help their customers become productive. After extensive planning
and research, they secured a charming location in Maragondon, Cavite, focusing on a
design that emphasized a welcoming and homely atmosphere with comfortable seating,
warm lighting, and free Wi-Fi. This makes the café an ideal spot for various activities,
from working remotely to enjoying time with friends and family.

B. Mission and Vision

MISSION:
Our mission at One and Only Café is to provide a diverse selection of high-quality
beverages and baked goods while providing a good place and service that will promote
productivity for students and professionals.

VISION:
Our vision is to become a beloved destination for coffee lovers, food enthusiasts,
students, and professionals who ought to study or finish their tasks. Be known in Cavite
and beyond for our commitment to quality, variety, and exceptional, unique service. We
aim to expand our reach and establish One and Only Café as a premier establishment in
the café industry. Furthermore, we look forward to:
 ● Accommodate customers from other areas.
● Become a destination for a number of students and professionals who
ought to study or work.
● Become a comfortable place for students and workers.
● Be known as a place for productivity in Cavite.
● Have a variety of loyal customers of all ages.
● Become known as the first anti-procrastination café in the Philippines

C. SWOT Analysis

STRENGTH WEAKNESSES

● Quality Ingredients - ● Away from the Roadside: it can

commitment to using premium be a challenge for us as we will
ingredients have fewer people to see our shop.
● Unique Service - inspired by a ● Unpopular Service- what we offer
known anti-procrastination café in is new for the people. Despite our
Japan encouragement to try our service,
● The first anti-procrastination some individuals may doubt its
café in the Philippines necessity.
● Multiple Earning Ways -
although we mainly market our
service, our café is not just a café
that provides a place to finish your
workloads and avoid
procrastination. Even if we have
fewer people working in our shop,
 we can still function as a café that
sells coffee, tea, pastries, and
baked goods.
● 24/7 Open - unlike other cafés, we
market our business as a place for
finishing workloads, and
considering this, we ought to
accept night owls who work late
finishing their work.
● Working and Study-Friendly
Ambiance - we offer a special
place (the whole second-floor area)
where there is a peaceful and quiet
environment for people who aim to
study and finish their workloads.

OPPORTUNITIES THREATS

● Attract tourists - we could have ● Internet Connection Problem -

people outside our city visit us, as
we are the first café that offers this
service.
● The first anti-procrastination
café in the Philippines - we could
create curiosity in people that
could lead them to visit our café.
● “Takaw-Tingin” characteristics
of Filipinos - we feed on Filipinos'
problems with our internet
provider can affect our business
performance, as we market our
business as a place where you can
be productive and finish your
workloads.
● Our market is huge and full of
competitors
 greedy eyes (being “takaw-tingin”)
by offering a wide range of coffee
blends, teas, smoothies, and
pastries that will surely be
irresistible for them.
● Online Presence - considering our
unique service, online netizens will
definitely love the contents of our
café.

D. Goals and Objectives

GOALS:
One and Only Café aims to become the premier destination for students and
professionals who aim to study and work through their technological devices. We also
look forward to achieving a customer satisfaction rate of 90% or higher; innovating our
menu with new product lines, including health-conscious options and local flavors;
promoting sustainability, striving to source 80% of our ingredients ethically, and reducing
waste by 30%. Additionally, we will enhance productivity by promoting our unique
anti-procrastination service, ensuring the study area is well-utilized, and developing a
customer loyalty program to encourage repeat visits. Through these goals, One and Only
Café aspires to build a loyal customer base in a competitive market.

OBJECTIVES:
● Reducing waste by promoting a welcoming environment that encourages
consumers to drink their coffee inside the café, so we could use our porcelain and
glass mugs instead.
● Provide a fancy café experience at affordable prices.
● Promote our loyalty program, which offers five percent (5%) discounts per
transaction.
● Receive hundreds of followers on social media.
● Become a comfortable place for students and work-from-home workers.
 Market Analysis/Environmental Audit

A. Environmental Audit

One & Only Café operates within a dynamic market environment influenced by
various external factors. For us to continue providing our products and services, firstly,
we must follow the Philippine government guidelines, including food safety, hygiene
standards, business licensing, and labor laws, which necessitate strict compliance to avoid
legal issues and ensure smooth operations.

Secondly, after ensuring that everything is in order, we conducted research on the

different things that customers commonly desire in a café. Aesthetically pleasing design,
affordability, broad selection of drinks, generous selection of food items, great playlist,
reward programs, peaceful ambiance, and accessibility (Genske, n.d.). For us to stay in
the market, we aim to provide these competitively. In addition to those qualities of a café
that follow trends, we aim to provide the first ever anti-procrastination service in the
Philippines, which will become our edge over other cafés.

B. Product Life Cycle Identified

One and Only Café highlights its unique service that helps people avoid
procrastination and finish their tasks. In addition to that, our café offers an area that
promotes relaxation. This service is inspired by the Manuscript Café in Tokyo, Japan.
And because we are the first café to introduce this service in the Philippines, our product
cycle is still in the introduction stage, wherein we are still starting to promote and
introduce our service to the market.
 Consumer Analysis Profile

A. Market Segmentation

One & Only Cafe is a cafe that highlights its service more, and because of this, we
ought to use demographic segmentation as we are looking for consumers within specific
ages and groups. Our target consumers are young customers from 18 to 29 years old or
older, including both men and women, as they are the usual ages that visit cafés
(Boyarsky, n.d.). As a café that is open to all ages and groups, we do not place a specific
emphasis on our consumers' income, but we are eyeing customers who are more likely to
do their studies or work in a cafe. In addition, as much as we wanted to receive tourists or
customers from other cities, we would first like to start receiving customers within the
area of Maragondon, Cavite.

B. Consumer Demographics

One and Only Café caters to a diverse demographic; naturally, we do not place
emphasis on a specific age, but according to Katherine Boyarsky, most of the people that
patronize cafes range from the ages of 18 to 29 years old, so we put them as our primary
target customers. Our customer base spans all genders, reflecting the inclusive nature of
our establishment. Professionally, we serve a wide range of customers, from students to
working professionals, accommodating the needs of those seeking a comfortable space to
study, work, or relax. Educationally, our patrons range from high school students to
college graduates, ensuring that our offerings and atmosphere appeal to a broad spectrum
of educational backgrounds. This diverse demographic underscores our commitment to
providing a welcoming and versatile environment for all our customers (Boyarsky, n.d.).

C. Target Audiences
 One & Only Café's primary target audience is, naturally, coffee lovers and people
with a sweet tooth, because they are the ones who will benefit the most from our
products. But since we put emphasis on promoting our service, our target audience
becomes students and workers who are more likely to finish their workloads in a café, as
we need customers who are not just drawn by our products but also need our services.

D. Market Research

Cafés have become one of the comfort places for Filipinos. According to Justin T.
Ocenda and Wiljoy P. Damandaman of Inquirer.net, cafés have become the personal
space of most Filipinos. As people spend their time outside, they particularly go to the
nearest or most known café. Working people tend to do their jobs in a place where they
can relax. Even students are present at any café with their phones and laptops on a table
with the food and beverages they bought. Cafés provide free Wi-Fi, so they’re a favorite
hangout for learners, employees, and anybody else who needs access to the internet.
Many individuals increasingly use cafés as productive workplaces. It was created and
developed not only to be visually appealing but also to provide an environment for
individuals to take pleasure in. Furthermore, when people can’t think of anything else to
do, they resort to a date at the café or coffee shop. In reality, initial interactions typically
take place at a café since it allows individuals to settle down and become acquainted with
one another (Damandaman, & Ocenda, 2023).

According to the anticipated compound annual growth rate (CAGR) of coffee,

consumers are predicted to increase by 8.22% from 2023 to 2028, and the industry is
anticipated to expand during the next few years (Kumar, 2024). Furthermore, according
to Esquires, coffee shops are good for business because, first, they have consistent
growth, and second, they have long-term potential as they have low chances of being
denied (Esquires, n.d.). Through this research, we can prove that a café has a lot of
potential in the Philippines and a high success rate.
 Strategy-Ansoff’s Matrix

One & Only Cafe offers high-quality service for all, especially students and
professionals who are having a hard time managing their time to finish their tasks or
workloads. It is simply unique among other coffee shops because of its products, services,
features, etc. In simple words, One & Only Cafe will be the one and only cafe that offers
its target market the first anti-procrastination service, the “it must be the place” feeling
and experience that they must have. In view of the fact that this business offers an unusual
anti-procrastination service that is new to the market but still targets an existing market, a
product development strategy suits best. According to Alexander S. Gillis, product
development includes a product's entire journey, from the initial idea to its market release.
In addition, product development is the process of strategizing, brainstorming, planning,
building, releasing a product to market, and measuring its success, as stated in an article
in Aha!. Basically, product development is the introduction of new products or services
to an existing market. Some factors that were considered for this strategy are: being the
first and unique anti-procrastination café in the Philippines; and its existing market, as we
target the market of the usual café (Aha! Labs Inc., 2024).
 Market Mix Analysis - 5 P’s

A. Product

The coffee shop industry is thriving, fueled by increasing consumer demand for
specialty coffees, delectable desserts, and unique cafe experiences. According to a study
by the Philippine Information Agency, the Philippines is the second-largest consumer of
coffee in Asia, with a projected increase in coffee consumption to 3.78 kilograms per
person by 2025 (Regan, 2023). In addition, it is stated that spending on coffee is forecast
to grow by an average of 8.1% per year from 2022 to 2025 (BMI, 2021). This significant
consumption rate presents an excellent opportunity for new businesses to cater to the
growing market of coffee enthusiasts in the country. Furthermore, working people are
more likely to do their jobs in cafés where they can relax. Even students are influenced to
work at any coffee shop with their phones and laptops on a table with the food and
beverages they bought. Coffee shops provide free Wi-Fi, so they’re a favorite hangout for
learners, employees, and anybody else who needs access to the internet. Many individuals
increasingly use coffee shops as a productive workplace (Damandaman, & Ocenda,
2023).

Recognizing this trend, our team was inspired to create a business that would
surely be patronized by Filipinos of all ages. Thus, the idea for a café that provides
service that helps customers be productive was born. Furthermore, we also aim to delight
our customers with a variety of food options that perfectly complement our beverages.
Our selection includes an array of delectable desserts, such as cakes, breads, and pastries.
These are carefully curated to satisfy the sweet tooth of our consumers and provide a
balanced accompaniment to our coffee. We believe that by offering a wide range of
choices, we can cater to different tastes and preferences, ensuring that there is something
for everyone at One and Only Café.
B. Place

One & Only Café is committed to creating an inviting and comfortable

environment where customers can relax, socialize, or work. That's why we are located in
a quiet place in Maragondon, Cavite. Our cafe offers a comfortable and inviting
atmosphere with comfortable seating, warm lighting, and free Wi-Fi. This makes the One
& Only Café the perfect place to relax, socialize, or work away from the usual problems
within some establishments, which are the cacophony of vehicles on the highway. This
ensures that One & Only Café is not only a place to get good coffee and food but also a
place where people can work and enjoy quality time alone or with friends and family.

C. Price

One & Only Café has two floors that both offer a variety of coffee options, flavors,
and tea blends that range from seventy-five pesos (75 PHP) to one hundred seventy pesos
(170 PHP). To match those drinks, our café also offers complimentary products such as
baked goods and pastries that range from sixty pesos (60 PHP) to one hundred sixty
pesos (160 PHP). These two options come with one (1) hour of free wifi per transaction.
Furthermore, our café on the second floor highlights our anti-procrastination service,
which offers help to people in fighting their idleness to be able to finish their task through
the pressure of not having their ID back. This service offers unlimited wifi until you finish
the task you aim to finish within your stay hours. This service comes with an additional
fifty pesos (50 PHP) to your product purchase that can only be availed of on our second
floor.

D. Promotion
 One & Only Café highlights its unique service that offers support to students and
professionals who have been battling their idleness and procrastination habits. As a café
that highlights its service, we aim to promote our business through:
1. Social media marketing
❖ Creating engaging content by sharing high-quality photos and
videos of our coffee, food, unique service, and cozy atmosphere on
Instagram, Facebook, and TikTok.
❖ Getting customer testimonials by encouraging satisfied customers
to share their experiences and tag the cafe on social media.
❖ Starting a hashtag campaign, developing unique hashtags like
#OneAndOnlyCafe, and encouraging customers to use them when
they post about their visits. This can help increase visibility and
create a sense of community.
2. Loyalty Programs
❖ Implementing a loyalty program where customers earn points for
every transaction, which can be redeemed for free coffee,
discounts, availing of services, or buying exclusive merchandise.
3. Seasonal and special promotions
❖ Introducing seasonal drinks and desserts, such as pumpkin spice
lattes or peppermint mochas, and promoting these limited-time
offerings heavily on social media and in-store.
❖ Having holiday promotions
4. In-Store Promotions
❖ Offering free samples of new or popular menu items to customers
in-store. This can encourage them to try and purchase new items.
❖ Selling branded merchandise such as mugs, reusable cups, and
t-shirts. This not only generates additional revenue but also serves
as free advertising when customers use them.
❖ Having store discounts for our anti-procrastination service.
 5. Unique Selling Points
❖ Offering exclusive coffee blends that can only be found at One &
Only Cafe, promoting them as must-try items.
❖ Promoting that we are the first anti-procrastination café in the
Philippines
6. Hearing Customer Feedback
❖ Implementing a feedback loop where customers can share their
suggestions or concerns and follow up with personalized responses
and solutions.
❖ Conducting regular surveys to measure customer satisfaction and
identify areas for improvement in service and offerings.

Through this comprehensive approach, we are confident that One & Only Café
will build a loyal customer base by offering unique service and broad product variety and
quality, rather than settling for a single product focus. Our dedication to meeting the
diverse needs and tastes of our customers will help us stand out in a competitive market
and ensure long-term success. By providing unique service, exceptional products, and
memorable experiences, One & Only Café aspires to become a beloved destination for
coffee lovers, food enthusiasts alike, and especially students and professionals who will
love to avail of our service.

E. People/Customer Service

One & Only Café highlights its unique service that offers support to students and
professionals who have been battling their idleness and procrastination habits. As a café
that highlights its service, we plan on improving our employee satisfaction more, as we
believe that happy employees provide quality service to customers even more. In
conclusion, we aim to provide quality customer service and a customer-centric culture by
prioritizing the welfare and satisfaction of our own employees first.
 Recommendations/Conclusions

Our team is deeply dedicated to ensuring that our planning delivers our mission,
vision, and goals. We ought to bring solutions and approaches that aim to aid and benefit
our beloved “One & Only Cafe." There are numerous factors to consider to make certain
that our business is focused on a customer-centered approach. Our brand embraces the
deep love and affection we Filipinos have, and we make sure to enrich that. We
deliberately made sure to give out a welcoming atmosphere to entice our market, as well
as provide them with various selections of beverages to ensure satisfied customers and
good feedback.

Our business endeavors have established substantial approaches that prove to

make “One & Only Cafe” quite remarkable. Further discourse has proven that the
benefits of taking the approach of product development aid us in making strategies by
identifying how much of our services and products are actually consumed by the market.
We aim to patronize and cater to Filipinos of diverse age groups, utilizing the fact that the
Philippines is the second-largest consumer of caffeine in Asia.

One & Only Cafe will be the first anti-procrastination cafe in the country.
Although cafes are usually a place for study, One & Only Cafe has a unique twist to it.
We offer our market a quiet and cozy abode fit to reduce any distraction from their work
and studies. Our services are not only limited to coffees and pastries but also the push to
make our consumers productive and not just satisfy their cravings.

We have gathered methods and studies and picked the most effective for our
approach. Our business locations may be considered remote areas, but although this ties
up to the peaceful ambiance, the cafe is not exposed to a lot of people, which could limit
the exposure our establishment could get. Social media shall pave the way for us. We will
utilize the internet in the best way possible to ensure we get the proper exposure we wish
and attract our target demographic. Not only that, but customer retention is also an
important aspect we value in order to keep the business running. According to a blog post
on Zendesk.com, “Loyalty programs can encourage customers to continue purchasing
from your brand. Learn why that’s important and explore examples you can emulate.”
(Black, 2024).

Because of our SWOT analysis, we were able to pinpoint the key points in
running our cafe. The SWOT analysis gave us researchers a clear view of certain
problems and negative impacts that could possibly occur during the progression of our
business, as well as its positive side.
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