I.

The Product

Ice cream, a favorite of many, ranging from children to adults, is a

refreshing dessert, especially on hot days. Ice cream is a frozen dairy dessert

made of milk or cream, ice, and sugar. Flavoring syrups or powders can be

added to the mix to create different flavor options. Trying to use natural and

healthy ingredients as a flavor for the ice cream, the group decided to use

malunggay as the main ingredient.

Moringa oleifera, most commonly known in the Philippines as

malunggay, is a leafy vegetable rich in nutrients and known for its medicinal

significance. Based on several studies, the leaves of malunggay were proven

to have 7 times more vitamin C than oranges and 15 times more potassium

than bananas. Moringa oleifera contains beneficial nutrients such as calcium,

protein, iron, and essential amino acids, which help the body grow and build

muscle. It is also packed with antioxidants, substances that protect cells from

damage.

While the idea of malunggay ice cream is not new, trying this flavor

and ingredient is a rare experience and not common to our taste buds and

can be a feasible product to be sold to the masses. Incorporating health,

culinary, botany, and economy, the group will make a satisfactory dessert. 
 Stated below are the ingredients and materials that are needed for

making the malunggay ice cream and the procedure:

I1. Materials:

● blender 

● refrigerator or chiller 

● mixer 

● bowl

I2. Ingredients:

● 1 condensed milk

● 2 nestle cream

● 1 bundle Malunggay (moringa)

● Vanilla

I3. Procedure:

1. Gather all of the materials and ingredients.

2. Place all nestle cream (2 cans) into the mixing bowl.

3. Put condensed milk (1 can).

4. Wash and remove malunggay leaves from the stalk.

5. Mix the Malunggay leaves processed using the blender.

6. Mix all of the ingredients in the mixing bowl using a mixer.

7. When the ingredients are well mixed, turn them into plastic plates and

place them in the freezer.

 II. Target customer

The target customers for ice cream can vary depending on various

factors such as the type of ice cream, its price, packaging, and marketing

strategies. However, generally speaking, ice cream appeals to a wide range

of customers, including:

1. Children: Children are one of the primary consumers of ice cream. They

are drawn to the sweet and creamy taste of ice cream and often request

it as a treat or reward.

2. Young adults: Young adults are another target customer for ice cream,

particularly those who enjoy indulging in sweet treats. They are more likely

to try new and exotic flavors and appreciate the convenience of

single-serve packaging.

3. Families: Families often enjoy ice cream together, making it a popular

dessert choice at family gatherings and outings.

4. Tourists: Ice cream is often associated with holidays and vacations,

making it a popular treat for tourists who want to sample the local flavors.

5. Health-conscious consumers: With the rise of healthier alternatives, many

ice cream brands are now catering to health-conscious consumers by

offering low-fat, low-sugar, and dairy-free options.

6. People of all ages who enjoy dessert: Ultimately, anyone who enjoys a

sweet treat and wants to indulge in something delicious can be a target

customer for ice cream.

 III. Location

Choosing a good location is important for the success of an ice cream

business. The business will be located at General Malvar St, Poblacion District,

Davao City, 8000 Davao del Sur. Here are some factors the students

considered in selecting a location for the business:

1. High foot traffic: the selected location has a high volume of foot traffic,

such as busy shopping areas, schools, churches, and parks. These

locations can attract more customers to the business.

2. Proximity to other businesses: the shop is close to other businesses, such as

restaurants, cafes, and entertainment venues. This can increase foot traffic

to the business and give customers more reasons to visit.

3. Visibility: the location is visible and can help the business stand out and

attract more customers. It is easily visible from the street, with good

signage and lighting.

4. Parking: the location has nearby parking lots or street parking for

customers that drive to avail the product.

5. Affordability: the location is within the assumed budget. The cost of rent,

utilities, and other expenses associated with the location are considered.

6. Demographics: the selected area has a target market that matches the

ideal customer profile as stated in the target customer above. The

 location is near two colleges and a church. The area often has a surge in

population during school days and teeming with students during hot noon

to late afternoon. During weekends, people, people attending masses

and visiting the park, can easily locate the store.

7. Climate: the climate of the area is often hot and warm. Locations with

warmer climates tend to have more demand for ice cream, particularly

during the summer months.

Overall, a good location for an ice cream business should be in a

high-traffic area, visible, affordable, and accessible to the target market.

 IV. Marketing

Stated below are the means the students to promote their products to

their customers:

1. Promotion: Taste tests - free taste tests will be done inside the vicinity of

Davao Doctors College, Inc. Teachers, students, and all other interested

persons may opt to try while supplies last. Ratings and Feedback will be

asked then.

2. Promotion: Social Media - infographics (including the health benefits and

ratings from the taste tests) will be posted on the official Facebook page

of Moringa. Facebook's “Boost post” will also be utilized to reach more

customers. Instagram and Twitter accounts for Moringa will also be

created.

3. Promotion: Leverage influencers - the management will tap influencers to

increase visibility and reach the target customers.

4. Price - one of the target customers is students. Hence, the management

will provide prices proportional to the amount of ice cream at an

affordable price.

5. Packaging - we are focused on waste reduction as we care for the

environment. That is, we will use edible cones for selling ice cream (i.e.,
zero waste). For bulk orders, recyclable packaging materials will be

employed.
 V. SWOT ANALYSIS

To assess the four aspects (the strengths, weaknesses, opportunities,

and threats) of the business, below is a comprehensive analysis of how to

improve the advantages of the business and limit the risks and/or

disadvantages:

V1. Strengths

The following statements below described the strength of the proposed

business that will bring a lot more potential to the growth of this venture:

1. Ice cream as a sweet treat - People of all ages like to eat something sweet

once in a while. The Moringa Ice Cream offers a sorbet delight that caters

not only to sweet tooths but to those who love moderately sweet treats as

our ice cream is not too sweet but also not too bland. Perfect for moms'

and dads’ concerns regarding their and their children’s sugar levels.

2. Not only sweet but nutritious - Our Moringa Ice Cream does not only satisfy

our sweet thirst but also offers nutritional benefits to the consumer’s health.

Also offering low-fat, low-sugar, and dairy-free options aside from the 7

times more vitamin C than oranges and 15 times more potassium than

bananas from its leaves.

3. “Maka-masa” (Appealing to the masses) - Our moringa ice cream

product makes sure that the sweet treat itself is not expensive and will be

affordable to the masses. Ensuring that all people will get the sweet treat

delight as well as its nutritional values.

4. Close to the heart of the city - The business stand itself will be situated near

strategic points of Davao City catering to people from all walks of life. The

location itself is situated near 2 educational institutions, 1 private hospital,

and several shopping centers.

5. Suitable business in the tropics - The Moringa Ice Cream business will

appeal to the mass not only during the hot season but any time of the

year thanks to the tropical condition of the country.

V2. Weaknesses

The following statements below will give you insight into the weakness

that the business is currently exposed:

1. Advertising - The advertising regarding Moringa Ice Cream is one of the

struggles of the business amidst many ice cream shops especially known

ice cream brands.

2. Product Variation - A need for variation of the product that is

eye-catching, especially to the eyes of the masses.

V3. Opportunities

1. Product quality: Our moringa ice cream is healthy and assured to be

created clean with care, keeping in mind the flavor quality as it is made to

be delectable yet a guilt-free and nourishing treat to savor, as well as the

love of consumers as it satisfies their demands. The opportunity to build

client loyalty and more options to launch new branches are then created

as a result.

2. Dry season: The hot dry season from March to May in the Philippines

presents the best opportunity for strong market sales because consumers

will be looking for cool treats to satisfy their seasonally-related heat

cravings.

3. Demand: Cool delicacies will be more in demand throughout the hot, dry

season. Thus, more opportunities to increase profits are provided.

4. Job opportunity: Increase local employment rates by hiring staff members

who reside close to the communities where they operate. Workers spend

their profits on goods and services, which pumps money back into other

neighborhood companies. Assisting our country's economy and

population.
V4. Threats

1. Rainy season: From June to November, it's most probable that the

market will be weak owing to the rainy season, which also has colder

temperatures than the dry season, which will cause consumers to hunt

for goods that will keep them warm instead of ice cream that's chilling.

2. Competitors: There are also other ice cream suppliers that might

influence the consumer's decision to purchase our product, Moringa

ice cream, given that they offer far bigger variations of flavors and ads

through media that people are familiar with and are likely to choose.

3. Taxes- These reduce the overall net profit, which is disadvantageous for

business owners. The type of business you start, how many employees

you have, where your business is located, and how much money you

make are all variables that will impact how much tax your new

company will pay. Taxes decrease the profit margin, which lowers the

likelihood of increasing capital investment in equipment, wages, and

technology. Due to the substantial revenue lost to taxes, saving rates

have also decreased, which has a knock-on effect on investment

rates. 
VI. FINANCIAL OVERVIEW

A financial overview typically includes key financial statements such as

the capitalization requirements, projected income statement, balance sheet,

and cash flow statement. The financial statements presented below will

provide a snapshot of the business’s expected financial performance for the

year-end of 2023.

VI1. Capitalization Requirements

Capitalization requirements as presented in the table below refer to

the total amount of funding the business needs to start and operate its

operations for a certain period. The numbers below are estimated

capitalization requirements that may vary depending on the ice cream

business' size, scope, and location.

Requirements Cost

Equipment and Machinery 2,500

Storefront or Location 1,500

Inventory 2,500

Marketing and Advertising 500

Working Capital 3,000

TOTAL 8,500
VI2. Projected Income Statement

Presented below is the estimated financial statement of the business’s

future revenue, expenses, and profits in a year. This will help the business to

set financial goals, make strategic decisions, and forecast future financial

performance that will help to identify potential areas of growth or areas

where cost-cutting measures may be needed.

Moringa Ice Cream

Income Statement
For the Year End December 31, 2023

Income
Sales Revenue 6 250
Other Revenue 2 500

TOTAL REVENUE 8, 750

Cost of Goods Sold

Direct materials 2 500
Labor and production costs 2 250

TOTAL COST OF GOODS SOLD 4,750

Gross Profit 4,000

Operating Expenses
Utility 1500
Marketing and advertising 500

TOTAL OPERATING EXPENSES

2,000

Net Profit 2,000

VI3. Projected Statement of Cash Flow

The projected cash flow statement shown in the table below is the
expected cash inflows and outflows from the business’s operating, investing,
and financing activities. This will help us to identify potential cash shortages or
surpluses, plan for future investments or expenses, and make informed
decisions about financing and cash management.

Moringa Ice Cream

Statement of Cash Flow
For the Year End December 31, 2023

Operating Activities:
Cash inflows from sales 50 000
Cash outflows for inventory (10 000)
Cash outflows for salaries and wages (10 000)
Cash outflows for rent and utilities (3 000)
Cash outflows for marketing and advertising (2 000)
Cash outflows for other operating expenses (2 000)

Net cash flow from operating activities 23 000

Investing Activities
Cash outflows for operating expenses 5 000

Financing Activities
Cash inflows from loans 5 000

Net Increase in Cash 23 000

Beginning Cash Balance 0

Ending Cash Balance 23 000
Fig.1: Moringa Ice Cream Logo

Fig. 2: Location of the business