STARPUB

A Business Plan
Respectfully Submitted to
The Faculty of
College of Hospitality Management
University of Cebu - Lapu Lapu and Mandaue Campus

Respectfully submitted by:

Irica Mae Canillas and Ralfh Ulyssis Sanchez Clemen

In Partial Fulfillment of the

Requirements for the Course HM 211
 Entrepreneurship in Tourism and Hospitality

December 2021

APPROVAL SHEET

This business plan with the title “StarPub” prepared and submitted by Irica Mae
Canillas and Ralfh Ulyssis Sanchez Clemen in partial fulfillment of the requirements for
the subject HM 211 with the descriptive title “Entrepreneurship in Tourism and
Hospitality” had been examined and is recommended for acceptance and approval for
ORAL EXAMINATION.

MARGARETTE ARGALLON-TAOC.
Instructor, University of Cebu - Lapu Lapu and Mandaue
College of Hospitality Management
Adviser
Accepted and approved for Oral Examination.

GRAYFIELD
T. BAJAO
 Dean, College of College of Hospitality
Management

PANEL OF ORAL EXAMINERS

REGIE C. GABUNADA, Ph.D.

Instructor, University of Cebu - Lapu Lapu and Mandaue

College of Hospitality Management

Member

MARGARETTE ARGALLON - TAOC, MBA-HRM

Instructor, University of Cebu - Lapu Lapu and Mandaue

College of Hospitality Management

Member

JAY AARON ARBOLADURA, MBA-HRM

Instructor, University of Cebu - Lapu Lapu and Mandaue

College of Hospitality Management

Member
 Accepted and approved in partial fulfillment of the requirements for the for the
subject HM 211 with the descriptive title “Entrepreneurship in Tourism and Hospitality”.

Oral Examination : MAY 2023

Book Submission : MAY 2023

GRAYFIELD T. BAJAO
Dean, College of College of Hospitality Management
 TABLE OF CONTENTS

Chapter | Page

INTRODUCTION
Business Name 1

Description 1

Business Location 1

Vision, Mission, Goals and Objectives 2

Organizational Structure 3

Company Logo 3

CHAPTER ||

MARKETING PLAN
Description of Products/Services 4
Pictures/Artist’s Perspective of the Product 5-7
Description of the Location 7
Location Map 7
Advertisements with Appropriate Costing 8
Promotional Materials with Appropriate Costing 8
Public Relations with Appropriate Costing 9
Selling Techniques 10-11
Pricing Strategies 11
Chapter |||

OPERATIONAL PLAN
Manpower 12-14
Methods 14
Materials Supply Chain 15-17
Machines 17-18

Chapter IV

FINAL ASPECTS
Projected Cost of Materials/Operations 19-20
Menu/Operation Costing with Actual Pricing 20-21
 EXECUTIVE SUMMARY

The Pub Philosophies

At StarPub, we believe that the backbone to any true pub experience is not just the
atmosphere and food, but the beers on tap and spirits on the shelf. We pride ourselves
in only selecting the beers we would drink, and never would sell something to you that
we find inferior.
We believe a guest educated in beer can not only help other guests to further explorer
their own tastes, but produce great tales and topics of conversations at the pub. There
is no judging at StarPub, we cater to all types of imbibers. We will gladly help and
maybe even guide you to your next drinking experience.

The Pub and Management

We are located at LG Garden Mactan Newtown M.L, Quezon National Highway, Lapu-
Lapu City, 6015 the Province of Cebu. The Pub is owned by partners Irica Mae Canillas
and Ralfh Ulyssis Sanchez Clemen. Irica has 10 years experience as a Supervisor at
one of the finest 5 Star Hotel in Singapore, while Ralfh has 15 years experience as a
bartender in one of the largest international cruse ship. They will be joining hands to
start a finest pub in the Philippines, and will be applying each other’s knowledge and
skills based on their previous experience in Hospitality Industry.

Products/Services
StarPub offers alcoholic and non-alcoholic beverages along with authentic local dish,
and the very first pub that creates art style ambiance that would definitely be
appreciated not just by teenagers but also adults. This will give them nostalgia feeling
from in and out.

 Alcoholic drinks
 Non-Alcoholic drinks
 Music
 Authentic Local Dish
The Market
Our target market are teenagers to mid-adult starting the age of 20 to 40 years old. We
sell alcoholic drinks with alcohol percentage of 20%, to secure the Pub and avoid any
conflict that may harm our business. Here are the list of variety Product and Services
that StarPub offers.

Our Competitive Advantages

There are a lot of pub here in the Philippines which will definitely give us a challenge,
but with our creativity by using art as our theme for our pub, it is already unique and will
definitely loved by people, especially those who love art as well. This is one of our way
to show people that a pub cannot just be enjoyed by beer, food and music, it can also
be through art.

Financial Projections
Based on our target market our sale projection for the first year will be PHP 500,00. We
project a growth rate of %10 per year.

The salary for our co-owners will be split by %40. On start up we will start with 8
employees that will be thoroughly trained by their own skills and position. To begin with
Irica will be planning the pub theme and coordinating services. Ralfh will be the one to
mainly manage the bar area.

Start-up Financing Requirements

We are starting an operating line of PHP 20,000,000 to finance our first-year growth.
The co-owners have invested PHP 10,000,000 to meet working capital requirement.
 CHAPTER I

INTRODUCTION

Business Name: Star Pub

Business Description: We offer great food, drinks & fun. StarPub is locally owned &
operated, with authentic local food of Cebu and ice cold beverages to refreshened your
mind. Our cook and waitresses are dedicated to making sure that you are satisfied with
your experience so we have the best food & beverages for you to enjoy.

A minimalist place that is instagramable because of our neon light design, with a
security officer to insure peace and safety place for our customers.

Business Location: [Link]

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US&ved=2ahUKEwj2vM2r-KH9AhWfqVYBHbYkC1YQ4kB6BAgTEAI
Vision: Passion for Community

Mission: We are dedicated to providing a warm and inviting community gathering

place; while celebrating local authentic food and drink. Through our knowledgeable and
friendly staff we are committed to a personalized guest experience.

Goals and Objectives: To maintain profitable operation that will continue our whole
some services at a reasonable price, and to offer the best place to chill.

Values: At Star Pub we pride ourselves on family; we count on our relationships to

ensure we achieve the common goal. The following list is our pledge to you:

 Integrity – we will do the right thing

 Excellence – a consistent quality experience
 Uniqueness – distinctive Celtic inspired atmosphere
 Teamwork – collectively sharing individual talents
 Giving Back – supporting our communities

Organizational Structure
Company Logo
 CHAPTER II

MARKETING PLAN

Product and Services

StarPub offers a range of products and services to our customers. We offer promotions
and special deals to attract customers and encourage them to spend more time into our
establishment. Our target market are teenagers to mid-adult starting the age of 20 to 40
years old. We sell alcoholic drinks with alcohol percentage of 20%, to secure the Pub
and avoid any conflict that may harm our business. Here are the list of variety Product
and Services that StarPub offers.

StarPub Products:

 Alcoholic beverages, such as beer.

 Non-alcoholic beverages, such as soft drinks.
 Snacks and appetizers, such as French fries and Nuts.
 Full meals, such as burgers, and traditional local pub food like, Fried Chicken,
Grilled Pork belly, Pork/Chicken Sisig, and French fries.

StarPub Services:

 A comfortable and welcoming atmosphere for socializing and relaxing.

 Live entertainment, such as music, host special events.
 Sports viewing events, such as football matches or rugby games.
StarPub Products
Location Description:

We are located at LG Garden Mactan Newtown M.L, Quezon National Highway, Lapu-
Lapu City, 6015 Cebu. We chose this location since it is next to a hotel and
condominium, making it easy for visitors to locate our pub. This is part of our marketing
strategy and works to our favor because it's close to a Call Center Company. It is very
essential for employees since our Pub is a couple of steps away from their working
environment, so whenever they feel stress or wanted to unwind after their work they can
definitely do so. To add on, since our pub is located near hotel’s and condominium,
which means foreigners will be one of our customers as well, not just local’s.
Advertisement and Promotional Materials Costing

Advertising and promoting our pub is a must for building and maintaining a successful
business. It helps to attract customers, and to build brand awareness, and stay
competitive in a crowded market. Here are our Advertising and Promoting strategy and
how much does it cost.

 Social media - We will use social media platforms like Facebook, Twitter, and
Instagram to promote your pub's events, specials, and menu items. Encourage
customers to check in and share their experiences on social media.
 Outdoor signage - Place eye-catching signage outside of pub to attract foot
traffic. Make sure the sign is well-lit and visible from the street.
 Loyalty programs - Create a loyalty program for regular customers. Offer rewards
for repeat visits or referrals.
 Partnerships - Partner with local businesses, such as nearby hotels.
 Online reviews - Encourage customers to leave online reviews on sites.
  Direct mail - We will use direct mail to reach potential customers in our local
area. This can include postcards, flyers, or coupons that promote our pub and
encourage people to visit.
 Word-of-mouth - We will encourage customers to recommend our pub to their
friends and family by offering excellent service and a memorable experience.

Facebook PHP 339

Instagram PHP 465
Pub Sign PHP 1000
Flyers PHP 2000
Total: PHP 4,398.00

Public Relations with Appropriate Costing

Manager PHP 30,000.00

Cook/Chef PHP 17,000.00
Assistant Manager PHP 25,000.00
Dish Washer PHP 13,000.00
Waiter&Janitor PHP 13,000.00
Bouncer/Security Officer PHP 16,000.00
Delivery Boy PHP 13,000
Cashier PHP 13,000
Bartender PHP 19,000
Total PHP 215,000
Selling Techniques

To build customer loyalty and improve customer satisfaction. StarPub utilize effective
selling techniques which will help us with our sales in selling our products and services
that can create a positive customer experience and drive business success.

 Create Unique Selling Proposition (USP) - This will set our pub apart from the
competition. We will offer unique beer selection, live music on the weekends, and
sport game live view for patrons to gather.
 Upsell regularly - Encourage our staff to upsell to customers by offering
additional items or specials. For example, suggest a beer pairing with a meal or
offer a shot to go with a pint.
 Create a loyalty program - Offer a loyalty program that rewards customers for
frequent visits. This could be in the form of discounts, free drinks, or other perks.
 Host events - Host events such as t karaoke, or live music to attract new
customers and keep regulars coming back.
 Use social media - Use social media to promote specials, events, and other
happenings at your pub. Encourage customers to check-in on Facebook, post
pictures on Instagram, and tag your pub.
 Train our staff - Train our staff to provide excellent customer service and to be
knowledgeable about the products you offer. This will help them to make
suggestions and provide recommendations to customers.
 Offer samples - Offer samples of new food and beverages that we will be
creating to add in the menu to encourage customers to try new things and
possibly make a purchase.
 Create seasonal offerings - Create seasonal offerings that are only available
during certain times of the year. This could include fruity cocktails in the summer.
 Display specials - Display specials prominently in the pub so that customers are
aware of them. This could be on a chalkboard, menu board, or on printed flyers.
 Offer promotions - Offer promotions such as happy hour, discounted drinks
during certain hours, or a BOGO free deal to attract customers and keep them
coming back.

Pricing Strategies

Pricing strategy is very crucial in this industry because it directly impacts revenue
and profitability, perceived value, and brand positioning. It is very important for us
to carefully consider pricing strategy to ensure it is aligned with our business
goals and target market.
 Cost-plus pricing - We will set the price of our product by adding markup
percentage to the cost of producing it. For example, if the cost of producing a pint
of beer is PHP 100.00, we will add a 50% markup and sell it for PHP 150.00.
 Bundle pricing - We will offer a group of products or services for a single price.
For example, our pub may offer a “happy hour” special where customers can buy
a barkada drinks 6 pieces Red Horse 330ml with pork/chicken.
 Dynamic pricing - This strategy involves adjusting prices based on demand or
other market factors. For example, our pub may raise prices during a busy
weekend night or lower prices during a slow weekday afternoon.
 Psychological pricing - This strategy involves setting prices that appeal to
customers' emotions or perceptions. For example, pricing a beer at PHP 99
instead of PHP 100 may make it seem like a better deal to customers.
 CHAPTER III

OPERATIONAL PLAN

Manpower

When it comes to pub manpower, in order for our pub to operate effectively. Our staffing
requirements may vary, and it's essential to consider factors like peak hours, special
events, operational demands, and should possess the necessary skills and knowledge.
These are the employees we required.

 Manager - The pub manager oversees the overall operations, including staff
management, customer service, inventory management, and financial
responsibilities.
 Bartenders – Responsible for preparing and serving alcoholic and non-alcoholic
beverages to customers. They should have good knowledge of drink recipes,
excellent customer service skills, and the ability to handle cash transactions.
 Waitstaff - Takes orders from customers, serves food and drinks, and provides
excellent customer service. They should have good communication skills, be
attentive to customer needs, and be able to handle multiple tasks efficiently.
 Kitchen Staff – Includes chefs, cooks, and kitchen assistants who are responsible
for preparing and cooking food according to the menu. They should have culinary
skills, knowledge of food safety and hygiene practices, and the ability to work in a
fast-paced environment.
 Host/Hostess - Welcomes customers, manages reservations, and ensures that
seating arrangements are organized. They should have good communication and
customer service skills.
 Security Staff: Required to maintain a safe and secure environment for
customers and staff.
 Cleaning Staff - Ensures that the pub is clean and tidy, including restrooms,
dining areas, and bar counters. They may also be responsible for maintaining
cleanliness in the kitchen.
Methods

To ensure the success and smooth operation of StarPub, there are several key
methods and practices that we consider and essential aspects to focus on. By focusing
on these methods and adapting them to the specific needs and goals of our pub, we
can increase the likelihood of its success and create a thriving establishment for our
patrons to enjoy.

 Quality Products and Service - Offer a wide range of high-quality beverages,

including alcoholic and non-alcoholic options, along with a well-crafted food
menu. Provide excellent customer service to create a positive and memorable
experience for our patrons.
 Atmosphere and Ambiance - Have a welcoming and appealing environment that
matches the theme or concept of our pub. Consider factors such as lighting,
music, interior design, and comfortable seating arrangements to enhance the
overall ambiance.
 Staff Training and Management - Hire and train competent staff members who
possess the necessary skills and knowledge for their respective roles. Provide
ongoing training and support to ensure consistent service quality and
professionalism.
 Inventory Management - Implement efficient inventory management practices to
monitor and control stock levels of beverages, ingredients, and supplies. This
helps to minimize wastage, avoid stockouts, and optimize profitability.
 Marketing and Promotion - Develop a comprehensive marketing strategy to
attract customers and build brand awareness. Utilize various channels, such as
social media, local advertising, and collaborations, to reach your target audience
and promote special events or offers.
 Customer Engagement - Foster a strong relationship with our customers through
engagement initiatives. Encourage feedback, provide loyalty programs or
rewards, and organize events or entertainment to create a sense of community
and encourage repeat visits.
  Compliance with Regulations - Ensure that pub operates in full compliance with
local laws and regulations regarding alcohol licensing, health and safety,
hygiene, and any other applicable requirements.
 Financial Management: Maintain accurate financial records, monitor costs, and
implement sound financial management practices. This includes budgeting,
tracking expenses, and analyzing financial performance to make informed
business decisions.
 Continuous Improvement - Regularly assess and analyze pub's performance,
gather feedback from customers and staff, and make necessary adjustments to
improve operations and address any shortcomings.
 Building Relationships - Develop partnerships and collaborations with local
suppliers, breweries, or community organizations to enhance our pub's offerings
and create mutually beneficial relationships.

Materials Supply Chain

Managing the materials supply chain in a pub is crucial for ensuring a smooth and
efficient operation. By focusing on these methods and adapting them to the specific
needs and goals of our pub, we can increase the likelihood of its success and create a
thriving establishment for our patrons to enjoy. Here are some key considerations and
steps involved in managing our materials supply chain.

 Inventory Planning - Analyzing our menu, beverage offerings, and the expected
demand for different ingredients and supplies. Determine the quantities needed
for each item and establish inventory levels based on historical data, sales
projections, and lead times from suppliers.
 Supplier Selection - Identify reliable and reputable suppliers for your pub's
materials, including beverages, food ingredients, cleaning supplies, and other
 necessary items. Consider factors such as quality, pricing, delivery reliability, and
the ability to meet our specific requirements.
 Procurement - Place orders with selected suppliers based on our inventory plan
and timing requirements. Maintain clear communication with suppliers to ensure
timely delivery and address any issues or changes in orders.
 Receiving and Inspection - Establish a process for receiving and inspecting
materials upon delivery. Check for any damages, quality issues, or discrepancies
in the order compared to what was placed. Properly document any concerns and
communicate them with the supplier as needed.
 Storage and Organization - Have a well-organized storage area where materials
can be stored safely and efficiently. Implement proper labeling and organization
systems to facilitate easy access and minimize the risk of inventory errors or
spoilage.
 Inventory Management - Regularly monitor and track inventory levels to ensure
that you have adequate stock on hand without excess waste or shortages. Utilize
inventory management tools or software to help automate processes and
maintain accurate records.
 Supplier Relationship Management - Establish strong relationships with our
suppliers. Maintain open lines of communication, negotiate favorable terms, and
explore opportunities for collaboration or cost-saving initiatives. Regularly review
supplier performance and seek feedback to identify areas for improvement.
 Waste Reduction and Cost Control - Implement strategies to minimize waste,
such as proper portion control, monitoring expiry dates, and optimizing storage
conditions. Analyze costs and seek opportunities for cost savings, such as bulk
purchasing or exploring alternative suppliers.
 Continuous Improvement - Regularly evaluate and refine our materials supply
chain processes. Seek feedback from staff, monitor customer preferences, and
stay updated on industry trends to adapt and improve our procurement and
inventory management strategies.
Machines

Running a pub requires various machines and equipment to support its operations.
Here are the essential machines and equipment in our pub. We specifically consider the
type and size of our pub, since it is very important to vary every single thing in order for
us to know how much budget we will be using and most importantly we consider local
regulations to determine the appropriate machines and equipment for our pub.

Bar Equipment:
Bar Counter: A well-designed and functional bar counter to serve customers and
showcase the available beverages.
Beer Dispensing System: Draft beer taps, kegs, and cooling systems for serving beer
on tap.
Bar Blender: Used for making blended drinks and cocktails.
Ice Machine: To produce and store ice for drinks.
Glassware: A variety of glassware suitable for serving different types of beverages.
Bar Tools: Bottle openers, cocktail shakers, strainers, muddlers, and other tools
necessary for mixing and serving drinks.
Kitchen Equipment (if food is served):
Commercial Range: Gas or electric range for cooking food items.
Grill or Griddle: For grilling or searing food.
Deep Fryer: Used for frying items like French fries, chicken wings, or other fried foods.
Oven: Conventional or convection oven for baking and roasting.
Food Prep Equipment: Cutting boards, knives, food processors, and other tools for food
preparation.
Refrigeration Units: Walk-in refrigerators, reach-in refrigerators, or refrigerated display
cases for storing food ingredients.
Dishwashing System: Commercial dishwasher or sink for cleaning dishes, glasses, and
utensils.
Seating and Dining Area:
Tables and Chairs: Comfortable seating arrangements for customers to dine and
socialize.
Bar Stools: High stools positioned at the bar counter for customers who prefer to sit
there.
Booths or Banquettes: Optional seating options for added comfort and privacy.
Outdoor Furniture (if applicable): Patio tables, chairs, or umbrellas for outdoor seating
areas.
Entertainment Equipment:
Television Screens: Installed strategically throughout the pub to display sports events or
other entertainment.
Audio System: Speakers and amplifiers for playing background music or hosting live
performances.
Lightings: Bulbs or neon light to be use in the pub.
Decorations: Design that will show the theme of your pub
Art Supplies: Paintings, Picture Frame, etc.
Wi-Fi: In case a customer would ask to use internet.
Point of Sale (POS) System:
Cash Registers or Touchscreen Terminals: To process customer orders, track sales,
and manage inventory.
Barcode Scanners and Receipt Printers: For efficient scanning of products and printing
receipts.
Security and Safety Equipment:
Surveillance Cameras: To monitor the premises and ensure security.
Fire Safety Equipment: Fire extinguishers, smoke detectors, and emergency exit signs
for safety compliance.
 CHAPTER IV
FINANCIAL ASPECTS

Projected Cost of Materials/Operations

BAR EQUIPMENT
Bar counter
PHP 20,000
Refrigerator
PHP 50,000
Bar Blender
PHP 10,000
Ice Machine
PHP 20,000
Glassware
PHP 30,000
Bar Tools
PHP 50,000
KITCHEN EQUIPMENT
Commercial Range (Gas/electric range
for cooking items)
PHP 40,000
Grill or Griddle
PHP 20,000
Deep Fryer
PHP 20,000
Oven
PHP 20,000
Food prep equipment (Cutting boards,
knives, etc.)
PHP 30,000
Refrigerator
PHP 40,000
Dishwashing System
PHP 40,000
SEATING AND DINING AREA
Tables and Chairs
PHP 50,000
Bar Stools
PHP 30,000
Booths or Banquettes
PHP 40,000
Outdoor Furniture
PHP 30,000
ENTERTAINMENT EQUIPMENT
Television
PHP 30,000
Audio System
PHP 30,000
Lightnings
PHP 40,000
Art supplies
PHP 40,000
Decoration supplies
PHP 60,000
Wifi
PHP 15,000
POINT OF SALES SYSTEM(POS)
Cash Register
PHP 30,000
Barcode Scanners & Receipt Printers
PHP 30,000
SECURITY AND SAFETY EQUIPMENT
Surveillance Camera
PHP 40,000
Fire Safety Equipment
PHP 30,000
Total
PHP 945,000

Menu/Operations Costing with Actual Pricing