BUSINESS PROPOSAL Tour 115 - Entrepreneurship and Enterprise Development in Tourism Prepared By: Ambrosio, Krystle Mei Carlos, Andrea Soleil Colentava, Iara Charisse David, Marck Bryan Enriquez, Aprille Dianne Ocampo, Maureen Vlinky Reyes, Sheridette Cyd Sanchez, Geanne Katrina Soriano, Camille Uy, Valerie Shayne
Espress-O Way Company Mission We are committed to serve the needs of our market by providing quality products and service towards continuous improvement, working in unison to ensure total customer satisfaction.
Objectives 1) To address the need of our target market. 2) To support local produce of coffee and cocoa. 3) To provide affordable, quality products. 4) To be a competitive coffee shop amidst the growing entrants in this industry. 5) To secure customer loyalty.
Company Profile Business Concept : Coffee Shop Location: 10 Guirayan St. Brgy. DoĂąa Imelda, Sta. Mesa Q.C Anglo Residencesâ€™ (dormitory) commercial space
Schools near our location are: University of the East Ramon Magsaysay Memorial Medical Center, Central Colleges of the Philippines, Immaculate Heart of Mary Colleges
Products and Pricing Strategies *For more information please refer to our Album: Espress-O Way’s Menu
- All our products are priced at a maximum of P100 (excluding group sizes’ snacks, and ‘perfect pair’). Because as learned from the market analysis, most students are willing to shell out P100 at most for a cup of coffee or chocolate drink, though there still are others who wouldn’t mind paying more. - A cup of drink belonging in the same category will have the same selling price, through this, we could gain relatively higher margin to some product compare to the other. Consequently, students can try different tastes of drinks of the same category for the same price. - Tenants of Anglo Residences are not allowed to cook in their units, and others might no longer have time to prepare their food. Taking this into consideration our coffee shop would offer sandwiches, pastries, snacks, and daily breakfast. - Lower combined price of 2 goods for the “Perfect Pair” to motivate customers to order a drink and a food rather than just choosing one. Its concept is the same with that of fast foods’ value meal. - Those with the “thumb’s up” icon are house specialties. These are unique and rare food items available in coffee shops.
It also uses local ingredients and promotes a sense of awareness among the youth regarding local cuisine. – SOCIAL SUSTAINABILITY
Plausible Market: a) Anglo residents and other student-residents in nearby dormitories b) Students from nearby schools c) Employees
Anglo residents and other studentresidents in nearby dormitories. Students from nearby schools
Value Propositions: • Student-friendly and student-oriented • Keeping local coffee and cocoa culture alive – SOCIAL SUSTAINABILITY
• Personalized level of customer service
Company Strengths: a) The shop’s conceptualization is very market-oriented. It is believed that market-oriented strategic planning helps create marketers the excellent marketing strategy. Coffee shop industry, or most industry for that matter, is consumer dependent. Therefore, it is essential to put to careful consideration the voice of the market. b) There are no existing direct competitors (coffee shop) within the shop’s location. c) There is an evident need for a coffee shop in the shop’s area. Based on the market analysis conducted, students, who are the target market, look for cozy places to hangout and study. Basically, they themselves, especially dormers, would like to have a “coffee shop” be built in their area. Benefits to the: Owner/ Investor - He will get to earn profit or in a maximum span of 5 years have the returns from his investment. He gets to have a share in this profiting industry and hopefully establish his brand to secure his place in this competitive venture. Money saved is used for investment thus making money grow.
Employees - They are given the chance for a part-time or full-time employment. Hopefully aiding them for a better economic welfare by the salary they earn from rendering service to the business. Customers - Customer needs are addressed by providing affordable, quality products, such that their money is given value. Customer care is delivered with utmost consideration with their total satisfaction.
Marketing and Sales Strategies 1) Availability of Wi-Fi 2) One-sized drink, 12 oz for dine-ins, while 16 oz for take-outs to be sold at the same price. The 12 oz container to be used is a ceramic ware for hot drinks, and glassware for cold drinks because the presentation of the drinks would add to the aesthetic value. This is wiser for dine-in, to reduce plastic cup usage. Meanwhile, 16 oz plastic cup will be used for take-outs. Through this we also give customer value to those who do take-outs, a strategy to suggest to some to just do take-outs so as to free up some space for other customers to seat in. To encourage a long-staying dine-in customer to buy another drink, there is a discount for a refill. For example, if the price of a chocolate drink and a coffee drink is P88 and P77 respectively, a refill would only cost P68 and P57. Available only for Hot Drinks.
â€˘ reduce plastic cup usage - Ecological Sustainability 3) â€œTreat a Friendâ€? Promo
A market introduction and penetration promo. 2 free coupons worth P100 each will be given out to 130 lucky student-resident of Anglo. The first coupon will be for the student-resident, and the other coupon will be solely for his/her friend that he/she will bring along in the shop. This will start spreading the word about the shop, making the shop’s existence visible in the target market’s minds. 4) Flyers 5) Giveaway Pen Pens with the coffee shop’s name/logo will be given away to first-time customers. 250 – 300 pens will be given away until the supply runs out. Since students or any other people for that matter use pen, it is the best tangible promotional tool we could hand over. 6) Discussion Wall Here latest issues in the country are discussed. Students are practiced to voice out their opinion, keeping them updated with current events. 7) Loyalty Cards As early as the shop’s opening, customers must feel that their purchase are given value, thus encouraging repeat purchase and more importantly, customer loyalty. A cup of hot or cold coffee or chocolate drink of their choice will be given for free on their 5th purchase of a drink (meaning their 5th purchase is for free), 10th purchase (starting the count back to one after they have availed of their free 5th purchase), 15th purchase (again, starting the count back to one after the free 10th purchase), and then the count begins back for the free 5th purchase of a drink, 10th, 15th then back to 5th again and so on. Just cyclical. 8) Limited Offers like “Drink of the Month” and “Treat of the Day” Purpose of the “Drink of the Month” is to present variety. It could be some variation on the mixes of the drinks currently offered, or a completely new fix. If the specific drink clicks, then it will be added on the menu list. “Treat of the Day”, for the customer side is a promo; to the shop’s side a way to supply management. Products that are rarely bought consequently
have ingredients that are rarely used. Ingredients may spoil and be not fresh anymore. To avoid waste of ingredients and spoilage, goods that may fall under this description will be carefully picked, and will be sold half its regular price or just the cost of the ingredients used to make the good. 9) Feedback Sheets from customers
10) Distribution Free deliveries for dormitories and residences within the location’s 50 m radius; other than that no delivery service. This way, the space that could have been taken by dropping by the shop could be given up to other possible customers.
Operations For all months except April and May (vacation months) Days Open: Mondays – Sundays Weekdays Operating Hours: 8am – 2am (18 hours) Weekends Operating Hours: 10am – 12am (14 hours) For the months of April and May Days Open: Mondays – Sundays Weekdays Operating Hours: 10am – 11pm (13 hours) Weekends Operating Hours: 12pm – 11pm (11 hours) Seating Capacity: Estimate of 20 persons
Possible Suppliers For Pastries and Cakes: All will be sourced out to Cake Magic Bakeshop For Sandwiches & Waffles, Snacks and Drinksâ€™ ingredients: Regional Foods Marketing in Cainta, Rizal for the cocoa/choco ingredients. SaveMore and SM Hypermarket for the rest. * Stores in Quiapo and Divisoria are also possible suppliers for some ingredients. Prices here could be relatively cheaper. Supply Management A regular inventory system of demand of all the products will be conducted. From this, it can be easily distinguished and estimated how frequent a particular product is bought and how frequent the ingredients are consumed. Right amount of supply to buy and stock can be derived from this inventory system.