San Antonio de

Padua College
National Highway, Santa Clara Sur Pila, Laguna
Tel No. (049) 559 – 0501/ 09328564408

(Business logo)

FRUITABLES (Bites and Drinks)

A Business Plan presented to the Faculty of

SAPC SHS Department

In Partial Fulfilment of the Requirements for

The Subject Entrepreneurship

Bejer, Kyla V.
Elca, Janine Joy B.
Hantic, Jenny Rose G.
Maglente, Nico Andrei B.
Ocampo, Roanne Keith A.
Ongkiatco, Gwyneth Anne R.
 JUNE 2023

TABLE OF CONTENTS

Title Page................................................................................................................ i

Table of Contents....................................................................................................ii

List of Tables........................................................................................................... iii

List of Figures..........................................................................................................iv

Executive Summary.................................................................................................v

I. BUSINESS DESCRIPTION.................................................................................

II. INDUSTRY ANALYSIS......................................................................................

III. MANAGEMENT PLAN.......................................................................................

IV. MARKETING PLAN...........................................................................................

V. OPERATION PLAN............................................................................................

VI. FINANCIAL PLAN.............................................................................................

VII. CONTINGENCY PLAN.....................................................................................

Appendix ………………………………………………………………………………….

Bibliography ………………………………………………………………………………

Curriculum Vitae ………………………………………………………………………….

 LIST OF TABLES

Table Page

No.

1 Evaluation of Vision Statement Using David’s Framework...........................

 LIST OF FIGURES

Figure

Page No.

1 Total Sales of Convenience Stores in the Philippines (2016-2020)..............

a
 EXECUTIVE SUMMARY

ABC Mini Mart is a new business that will provide quick service, convenience,

and wide range of grocery items and services to people in Cavinti, Laguna. The

business will offer grocery items, household goods, in-store fast food, and services

which include utility bills payment and mobile loading services.

ABC Mini Mart will operate as a single proprietorship business. The start-up

management team will consist of people who have been involved in the food retail

industry for several years.

The business intends to target the residents of Cavinti who want quick service

and convenience in shopping their groceries. It will be the first convenience store that

will offer wide range of grocery products, utility bills payment services, and picustomers,

the store will operate from Monday through Sunday 24/7, except on major holidays.

Moreover, the store area will be approximately 200-300 square meters and will allot a

parking space for customers.

ABC Mini Mart will require Php 10,000,000.00 to operate a full-service

convenience store in Cavinti, Laguna. It needs to secure its initial capital that will be
used for start-up costs, implementing its extensive marketing strategy, hiring competent

individuals, and further developing its business. By providing the company with its

funding requirements, ABC Mini Mart will achieve operational success for many years to

come.

I. BUSINESS DESCRIPTION

ABC Mini Mart’s objective is to be introduced in Cavinti, Laguna as a

convenience store that will meet the daily needs of customers in groceries and payment

of utilities. The business will provide a wide range of high-quality products with

reasonable prices to attract customers and give them ultimate satisfaction.

ABC Mini Mart will live up to its mission to provide high quality service and wide

range of products at reasonable prices. Aside from offering tangible goods, customers

can pay their utility bills at the store, pay for their purchases using online payment

platform like Paymaya, GCash, and mobile banking. A parking lot is also a dedicated

area as a portion of the customer experience that can add on the quality of the core

product or service the business is offering.

VISION STATEMENT

To be your first choice for grocery items and utility bills payment.

Table 1
Evaluation of Vision Statement Using David’s Framework
 Characteristic Present
Inspiring and worthy of
Yes
commitment
Clear and compelling Yes
Vivid that can be pictured Yes
Aspirational, realistically
Yes
achievable

MISSION STATEMENT

To bring convenience to our customers in Cavinti, Laguna by integrating

technology in providing a wide range of quality goods and utility bills payment services

at competitive prices.

Table 2
Evaluation of Mission Statement Using David’s Framework
Characteristic Present Evaluation
bring convenience to our
Customers Yes
customers in Cavinti, Laguna
wide range of goods and utility
Product or Services Yes
bills payment services
Market Yes Cavinti, Laguna
Technology Yes integrate technology
Concern for Survival, Growth,
No
and Profitability
Philosophy Yes quality goods; competitive prices
Self-concept Yes integrate digital technology
To conduct business in a
responsible and sustainable
Concern for Public Image Yes
manner.

Concern for Employees No

LOCATION
 ABC Mini Mart will be in Brgy. Poblacion, a residential area near the municipal

hall of Cavinti. The store will be located on the residential area and close to shopping

facilities in order to catch customers going to or from work or school.

The municipality has a land area of 203.58 square kilometers or 78.60 square

miles which constitutes 10.56% of Laguna's total area. Its population as determined by

the 2020 Census was 23,980. This represented 0.71% of the total population of Laguna

province, or 0.15% of the overall population of the CALABARZON region. Based on

these figures, the population density is computed at 118 inhabitants per square

kilometer or 305 inhabitants per square mile (PhilAtlas, n.d.).

Figure 1
Roadmap of Brgy. Poblacion, Cavinti Laguna

Source. Google Maps

Figure 2
Hybrid Map of Brgy. Poblacion, Cavinti Laguna

Source. Google Maps

II. INDUSTRY ANALYSIS

The food retail sector in the Philippines has grown 25 percent over the past five

years, reaching approximately $50 billion in 2019 (USDA-FAS, 2020). The retail sector

of the food industry encompasses food sold to consumers for preparation and

consumption at home as well as the final preparation of food for consumption away from

home (North Dakota State University, n.d.). The different type of food retailers in the

Philippines include supermarkets, hyper markets, convenience stores, warehouse

clubs, sari-sari stores, and wet markets. Figure 1 shows the current state of the food

retail industry through the Five Forces Model.

FIVE FORCES MODEL

Figure 3
Porter’s Five Forces of ABC Mini Mart

Threat of New Entrants: Medium

Fruitables is a food stall business that can offer a variety of fruit and vegetable

shakes that you can establish on any kind of platform in the country. Our business

(Fruitables) can enter the market pretty easily, but the initial investment varies. It is

usually the equipment, human resources, and the business space. Usually, a food stall

here can cost up to 200,000 Pesos, as a space you can take up in the mall mostly costs

10,000 up to 30,000 Pesos, depending on the size. Secondly, a business permit can

cost 2000 to 5000 Pesos depending on the size, how much income, and the type of

business you are handling. New entrants don't usually need other qualifications to start

a food stall type of business. These factors show that there is a hhigh-intensity heatreat

in our business (Fruitables).

Bargaining Power of Buyers: High

People often buy things that are new to their eyes and also it is available to all

generations. There is a vast population of consumers that are accessible in this kind of
industry. Since Fruitables is Drinks, Snacks, and Desserts people will be delighted in

this kind of business. As a result, the bargaining power of buyers in influencing

Fruitables is high.

Bargaining Power of Suppliers: Medium

Fruitables is a Drink, Snack, Dessert type of food stall, since it consists of

real fruits and vegetables the supply is not that much consistent in terms of the season,

because fruits and vegetables are seasonable, sometimes others have a high supply

but others have low supply and vice versa, mostly when it's the rainy season the

production is much less. Our business is dependent on the suppliers when the

production rate becomes low as a result of that the product availability will become low

also. In that case, we will provide other products that will be the best alternative to the

other high-supply products so the business will still be consistent in making people

happy and healthy. In that terms our bargaining power of suppliers is medium.

Threat of Substitutes: Low

There are only a few stores that have this kind of concept in them, so the threat of

substitutes is low, other markets have a product that is similar to ours but you can find

them in high-class restaurants, unlike food stalls that are easily accessible and not all

our products have a similarity to others. So they mostly won’t move from another store.

The happy and healthy products are only in our food stall, so in terms of substitutes,

there are not that many threats.

Rivalry among Competitors: High

 There are over 41,000 food stalls around in the Philippines. There are several

food industrial shops out there including Restaurants, Supermarkets, Milk tea shops,

Coffee shops, and Convenience stores. There are a large number of competitors and

some of them have high names in the industry. They all are eager to know or to

understand what the consumers want and the consumer’s needs, they all want to win

the heart of the consumers. Therefore the rivalry among competitors is considered high.

Figure 4
Food Sales by Percentage Share and Value in 2020

Source. USDA-FAS 2020

There are different types of retail companies in the Philippines. These retailers

are of various sizes competing in the industry environment. They all want to understand

the minds of consumers in order to win the competition. These factors will present a

challenge to ABC Mini Mart Inc. to distinguish from competitors.

Conclusion

Therefore I can conclude that even though the competition is high, we are still

dedicated to delivering healthy and smiling faces to the customers. The Fruitables will
rise to the food industry and make sure the customers are happy and satisfied with our

business (Fruitables).

COMPETITOR ANALYSIS

7-ELEVEN. 7-Eleven, Inc. is an American chain of convenience stores with

70,200 branches worldwide, as of January 2020. In the Philippines, 7-eleven stores are

operated by the Philippine Seven Corporation (PSC). It has 3,000 branches as of July

2021. The nearest branch of 7-Eleven from Cavinti, Laguna is located in Rizal St.,

Pagsanjan, Laguna which is approximately 10 kilometers away from Cavinti. It offers

product categories including fresh foods, packaged beverages, alcoholic beverages,

snacks & candy, automated teller machine (ATM), and other in-store items under their

private brand lines.

MINISTOP. Ministop Co. Ltd. is established in Japan by JUSCO Co., Ltd.

(currently AEON Co., Ltd.). It engages in the convenience store chain business.

Ministop Philippines is operated by Robinsons Convenience Stores, Inc., a joint venture

between Robinsons Retail Holdings, Inc. —the retail affiliate of JG Summit Holdings,

Inc.— and Ministop Co. Ltd. of Japan. There are 459 Ministop stores in the Philippines

as of November 2021. The stores carry a wide assortment of merchandise and freshly-

prepared meals such as the Uncle John’s Fried Chicken, Toppers, Kariman, MySundae

and Chillz. The nearest Ministop branch from Cavinti, Laguna is located in Alfonso St.,

Santa Cruz, Laguna which is approximately 15 kilometers away from Cavinti.

 ALFAMART. Alfa Minimart is established by Djoko Susanto and his family in

Banten, Indonesia. Alfamart Philippines is under SM Retail, Inc. It has 1,000 stores in

the country as of November 2020. The nearest Alfamart store from Cavinti, Laguna is

located in Santa Cruz, Laguna which is approximately 15 kilometers away from Cavinti.

It offers Filipino families basic goods, fresh meat, poultry and vegetables as well as

food-to-go products. It also offers services such as ATM, bills payment and prepaid

load.

III. MANAGEMENT PLAN

Fruitables is a sole proprietorship operation. Mica Tan, a businesswoman with 20

years of experience in the food retail industry, will serve as its leader.

HUMAN RESOURCE

Figure 5
Organizational Chart

Store Manager

 Ensure the smooth operation of the store by managing inventory and supplies

 Oversee the hiring and training of staff members

 Develop and implement sales strategies to boost revenue

 Maintain a positive relationship with customers by providing excellent customer

service

Cashier

 Process transactions accurately and efficiently

  Provide exceptional customer service by answering questions and resolving

issues

 Keep track of cash and credit transactions and reconcile them at the end of each

shift

Marketing Staff

 Work with the store manager to develop pricing strategies and sales promotions

 Create engaging content for social media and other marketing channels to attract

and retain customers

IV. MARKETING PLAN

This section provides details on your industry, the competitive landscape, your

target market and how you will market your business to those customers.

BUSINESS NAME

The name of the business is ABC Mini Mart. The word "ABC" represents the idea

that our business ...

BUSINESS LOGO

Figure 6
Business Logo of ABC Mini Mart
 (business logo)

The logo shows the name of the business with green as the font color to reflect

one of the goals of the business to provide …

POSITIONING

Positioning is a marketing strategy, also referred to as product positioning, to

promote your product or service to customers relative to competing brands (Indeed

Editorial Team, 2022). For ABC, it will attract customers by providing (e.g. 24 HOURS

SERVICE)…

PRODUCT

ABC Mini Mart will offer grocery items, household goods, in-store fast food, and

services which include utility bills payment and mobile loading services…

PRICING

The price of each product will be based on… The pricing strategy that will be

used is…

PLACE

One of the aims of ABC Mini Mart is to provide the ultimate convenience to its

customers so they can purchase their order offline and online.

 Offline. Customers can visit the store to physically select and purchase the

products they need.

  Online, first option. Customers can visit the store’s website, place their order, and

pick up their purchased products at the store and place their payment.

 Online, second option. Customers can send their message/orders via the store’s

Facebook page, a sales staff will prepare their orders, and they can pick up their

orders at the store.

 Payment can be sent via Paymaya, GCash, or the store's bank account.

PROMOTION

ABC Mini Mart Inc. will promote its store by handing out flyers to local

households and placing tarpaulins at strategic locations and offer discounts to fully

vaccinated individuals on the first month of its opening. The company’s website and

Facebook page will be constantly active to create awareness of the new store, and to

update the customers of available products, discounts and promotions. These sites will

also be active in answering the customers’ queries and suggestions and in taking the

customers’ orders.

A. MARKET RESEARCH

B. BARRIERS TO ENTRY

C. SWOT Analysis
 V. OPERATION PLAN

The table shows the operations plan of the business and the means to achieve

the objectives in the areas of productivity, cost reduction, efficiency, and customer

satisfaction.

Table 3
Operation Plan
Strategy Action Concern Personnel
Reduce cost Bargain and ask for lower Store Manager
prices from the vendors,
and when time goes by it
will lessen the prices to
ensure a lower price.
Improve quality The freshness of the Foodservice
products is maintained,
and ensuring that the
products are always new.
Reduce lead time Twice a week in a month Store Manager
we’ll conduct an order for
fruits and vegetables to
avoid decreasing waste
products.
Order management and More enhancement in our Staff
company website selling strategies and in
the process of orders. By
giving positive vibes to
the customers and good
attitudes for them to be
attracted to our product.

VI. FINANCIAL PLAN

START-UP COSTS

Table 4
Project Cost (in PhP)

Land 450,000
Building 5,500,000
Store Equipment 237,435
Furniture and Fixtures 12,000
Working CapitaL:
Inventory 2,500,000
Office Supplies 42,000
Salaries 650,000
Utilities 150,000 3,342,000
Contingencies 458,565

Project Cost 10,000,000

Sources of funds
Owner's Capital 6,500,000
Bank Loan 3,500,000

Total 10,000,000

Financial Assumptions
1. Sales and purchases do not include the Value Added Tax.
2. Sales is projected to increase by 15% annually.
3. Cost of sales is projected to be 65% of sales.
4. Sales and purchases are assumed to be on a cash basis.
5. Depreciation is computed on a straight-line basis after deducting the salvage
value.
6. No amortization is made on bank loans but interest is paid annually at a rate of
7% per annum.
Table 5
Projected Statement of Financial Position

Statement of Financial Position

As of December 31
(in Php)

2022 2023 2024

Asssets
Current Assets
Cash 1,694,503 2,019,263 2,359,947
Inventories 2,500,000 2,500,000 2,500,000
Total Current Assets 4,194,503 4,519,263 4,859,947

Fixed Assets
Land 450,000 450,000 450,000
Building 5,500,000 5,500,000 5,500,000
Store Equipment 237,435 237,435 237,435
Furniture and Fixtures 12,000 12,000 12,000
Total Fixed Assets 6,199,435 6,199,435 6,199,435
Accumulated Depreciation 220,000 440,000 660,000
Net Fixed Assets 5,979,435 5,759,435 5,539,435

Total Assets 10,173,938 10,278,698 10,399,382

Liabilities
Income Tax Payable 173,938 278,698 399,382
Bank Loans 3,500,000 3,500,000 3,500,000
Total Liabilities 3,673,938 3,778,698 3,899,382

Owner's Equity
Capital,beginning 6,500,000 6,500,000 6,500,000
Net Profit 772,522 1,016,962 1,298,558
Total 7,272,522 7,516,962 7,798,558
Owner's Withdrawal 772,522 1,016,962 1,298,558
Capital, end 6,500,000 6,500,000 6,500,000

Total Liabilities and Owner's Equity 10,173,938 10,278,698 10,399,382

Table 6
Projected Statement of Income
Income Statement
For the Year Ended December 31
(in Php)

2022 2023 2024

Sales 7,200,000 8,280,000 9,522,000

Cost of goods sold * 4,680,000 5,382,000 6,189,300
Gross Profit 2,520,000 2,898,000 3,332,700

Operating Expenses:
Salaries 650,000 650,000 650,000
SSS/Philhealth/Pag-ibig 71,040 71,040 71,040
Utilities 150,000 160,000 170,000
Office Supplies 42,000 50,000 60,000
Real Property Tax 59,500 59,500 59,500
Taxes and Licenses 76,000 86,800 99,220
Depreciation 220,000 220,000 220,000
Miscellaneous Expenses 60,000 60,000 60,000
Total Operating Expenses 1,328,540 1,357,340 1,389,760
Operating Profit 1,191,460 1,540,660 1,942,940
Interest on Loan 245,000 245,000 245,000
Net Profit 946,460 1,295,660 1,697,940
Provision for Income Tax 173,938 278,698 399,382
Net Income 772,522 1,016,962 1,298,558

* Cost of goods sold= 65% of Sales

* Interest rate is 7% p.a.
Table 7
Projected Statement of Cash Flow
2022 2023 2024
Cash Flow from Operating Activities
Net Income 772,522 1,016,962 1,298,558
Depreciation Expense 220,000 220,000 220,000
Purchase of Inventory -2,500,000
Increase in Current Liabilities 173,938 104,760 120,684
Cash Provided by Operating Activities -1,333,540 1,341,722 1,639,242

Cash Flow from Investing Activities

Acquisition of Land -450,000
Building Construction Cost -5,500,000
Acquisition of Store Equipment -237,435
Acquisition of Furniture and
Fixtures -12,000
Cash Used in Investing Activities -6,199,435

Cash Flow from Financing Activities

Owner's Investment 6,500,000
Owner's withdrawal -772,522 -1,016,962 -1,298,558
Bank Loan 3,500,000
Cash provided by Financing Activities 9,227,478 -1,016,962 -1,298,558

Increase in Cash 1,694,503 324,760 340,684

Cash balance, beginning - 1,694,503 2,019,263
Cash balance, end 1,694,503 2,019,263 2,359,947
FINANCIAL ANALYSIS

Table 8
Statement of Income Vertical Analysis for the Years 2022, 2023, and 2024

2022 2023 2024

Sales 100.00% 100.00% 100.00%

Cost of goods sold * 65.00% 65.00% 65.00%
Gross Profit 35.00% 35.00% 35.00%

Operating Expenses:
Salaries 9.03% 7.85% 6.83%
SSS/Philhealth/Pag-ibig 0.99% 0.86% 0.75%
Utilities 2.08% 1.93% 1.79%
Office Supplies 0.58% 0.60% 0.63%
Real Property Tax 0.83% 0.72% 0.62%
Taxes and Licenses 1.06% 1.05% 1.04%
Depreciation 3.06% 2.66% 2.31%
Miscellaneous Expenses 0.83% 0.72% 0.63%
Total Operating Expenses 18.45% 16.39% 14.60%
Operating Profit 16.55% 18.61% 20.40%
Interest on Loan 3.40% 2.96% 2.57%
Net Profit 13.15% 15.65% 17.83%
Provision for Income Tax 2.42% 3.37% 4.19%
Net Income 10.73% 12.28% 13.64%
Table 9
Financial Ratios
Financial Ratios

2022 2023 2024

Profitability Ratio
Net Income/Sales 10.73% 12.28% 13.64%

Return on Investment
Net Income/Owner's Equity 11.12% 15.64% 19.98%

Break-even Sales (Annual)

Fixed Expenses/Gross Profit rate P3.8 M P3.8M P3.97M

VII. CONTINGENCY PLAN

Based on the analysis of the author, these are the possible upsides and

downsides of the ABC Mini Mart, and the proposed action plans…

Table 10
Contingency Plans
Potential Upsides Proposed Action Plan
Stockouts Maintain safety stock by re-calculating
safety stock levels to avoid unnecessarily
high holding costs
Flooding of queries and orders via phone Ensure that 90% of customers’ questions
calls and social media and orders are answered or solved

Potential Downsides Proposed Action Plan

Entry of new player, mostly local player Merchandising execution on trade level to
in the area communicate and to highlight the strength
and the unique selling preposition of
quality products …
Hacking of the business’s digital data Perform security fixes every month and
make sure and limit access to valuable
 data

APPENDIX

Appendix A
Computation of Store Equipment

Item Quantity Unit Cost (in pesos) Total Cost (in pesos)
showcase chiller 2 21,750.00 43,500.00
top chest freezer 18 cu ft. 1 29,050.00 29,050.00
refrigerator 1 11,758.00 11,758.00
shopping basket 10 250.00 2,500.00
foldable trolley 2 1,300.00 2,600.00
step ladder 2 900.00 1,800.00
CCTV camera 3 1,340.00 4,020.00
POS machine set 2 17,300.00 34,600.00
oven 1 5,507.00 5,507.00
electric kettle 1 500.00 500.00
kitchen tools 1 600.00 600.00
air conditioner 2 30,000.00 60,000.00
generator 1 30,000.00 30,000.00
sound system set 1 3,000.00 3,000.00
gas stove double burner 1 3,000.00 3,000.00
kitchen equipment 5,000.00
Total 237,435.00
Appendix B
Computation of Furniture and Fixtures

Item Quantity Unit Cost (in pesos) Total Cost (in pesos)
exec office chair 1 950.00 950.00
exec office desk 1 1,500.00 1,500.00
office chair 2 1,000.00 2,000.00
chair for customer 4 700.00 2,800.00
dining set for 2 1 750.00 750.00
file cabinet 2 2,000.00 4,000.00
Total 12,000.00
Appendix C
Computation of SSS/Philhealth/Pag-ibig

Employer Deductions Total

Monthly Salary
Position QTY Deductions Annual ER
(in pesos)
SSS PhilHealth PAGIBIG (in pesos) Deductions
Store Manager 1 15,000.00 1,200.00 300.00 100.00 1,600.00 19,200.00
Cashier 2 19,846.00 1,600.00 400.00 200.00 2,200.00 26,400.00
Merchandiser 2 19,090.00 1,520.00 400.00 200.00 2,120.00 25,440.00
Total (in pesos) 53,936.00 4,320.00 1,100.00 500.00 5,920.00 71,040.00
Appendix D
Computation of Utilities

BILLS MONTHLY (in Php) ANNUALLY (in Php)

electricity 10,000.00 120,000.00
telephone and internet 2,000.00 24,000.00
water 500.00 6,000.00
Total 150,000.00
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CURRICULUM VITAE