Feasibility Study
Title: Brewing Success: A Feasibility Study on Establishing a Rice Coffee Business in the
Philippines
CHAPTER I: EXECUTIVE SUMMARY
Introduction
The rice coffee business combines tradition with modern wellness trends by offering a caffeine-
free, antioxidant-rich beverage made from locally sourced rice. This product targets health-
conscious consumers, eco-conscious advocates, and individuals looking for culturally
meaningful alternatives to traditional coffee.
Project Profile
1. Business Name: "Kapeng Palay: Caffeine-Free Wellness in Every Sip"
o Reflects a blend of tradition (“Palay” symbolizing rice) and modern health trends.
2. Logo Details:
o A minimalist, modern design of a steaming cup made from rice grains, encircled
by a stylized Philippine sun.
o Color Palette: Warm brown (rice coffee), green (sustainability), and gold
(quality).
3. Business Description:
o Nature: Beverage production and distribution.
o Location: Initial operations in the Philippines, with plans to expand regionally
and internationally.
4. Product Line Variants:
o Original Blend: Traditional roasted rice.
o Infused Blends: Rice coffee with turmeric, ginger, or coconut.
o Ready-to-Drink Packs: Instant rice coffee with sugar-free options.
5. Target Market Expansion:
o Initially focus on Filipino households and small businesses.
o Gradually expand to global markets with Filipino diaspora as a primary audience.
PROJECT BACKGROUND
Background of the Business
Rice coffee has been a staple in Filipino households, especially in rural areas, for generations.
With the rise of alternative beverages globally, this traditional drink has the potential to be
reintroduced as a premium, health-oriented product in the local and international market.
Problem Statement
Many traditional Filipino food and beverages lack representation in the global market. By
modernizing rice coffee production and branding, this project addresses the lack of healthy,
locally sourced beverage options and promotes Filipino culture.
VISION
To lead the rice coffee market by delivering high-quality, culturally inspired products that
emphasize health and sustainability, while contributing to the well-being of communities and
the environment.
MISSION
1. Empower Filipino farmers by sourcing rice directly from local communities at fair prices.
2. Promote sustainable agriculture and eco-friendly practices.
3. Offer a healthier alternative to traditional caffeinated beverages without compromising
flavor or quality.
OBJECTIVES
Short-Term Goals (Year 1):
Launch three core rice coffee products.
Secure partnerships with at least 20 retailers nationwide.
Establish a strong online presence with a professional website and active social media
accounts.
Mid-Term Goals (Years 2–3):
Achieve 10% market penetration in the alternative beverage segment.
Expand to regional export markets (e.g., Southeast Asia and Filipino communities in the
US).
Introduce at least two new product variants based on consumer feedback.
Long-Term Goals (Years 5+):
Position rice coffee as a household name synonymous with Filipino pride and wellness.
Build a production facility that runs on renewable energy.
Increase annual revenue growth by 20% consistently.
METHODOLOGY
Research Design
A combination of exploratory and descriptive research methods will be used to understand
market trends, consumer preferences, and operational requirements.
Instrumentation and Data Collection
1. Survey Development:
o Questions will focus on buying habits, beverage preferences, and willingness to
pay for alternative products.
2. Focus Groups:
o Gather insights on packaging, taste, and branding to ensure alignment with
consumer preferences.
3. Competitor Analysis:
o Study local and international brands offering similar products, such as corn
coffee and herbal teas, to identify competitive advantages.
Validity and Reliability
1. Testing Tools:
o Pilot surveys will be tested on a small group of respondents (20 individuals) for
feedback on clarity and relevance.
2. Consistency Checks:
o Data collectors will be trained to minimize biases in responses.
POPULATION SAMPLING
1. Sample Demographics:
o Urban and rural consumers aged 25–50, with a mix of middle-income and upper-
middle-income individuals.
2. Sample Size:
o Surveys: 500 respondents nationwide.
o Focus Groups: 5 groups of 10 participants each for qualitative feedback.
3. Sampling Technique:
o Stratified sampling to represent varied consumer groups by location, income,
and lifestyle.
TOOLS FOR DATA ANALYSIS
Quantitative Analysis
1. Descriptive Statistics:
o Calculate averages and frequency distributions for preferences like taste,
packaging, and pricing.
2. SWOT Analysis:
o Strengths, Weaknesses, Opportunities, and Threats to position the business
effectively.
Qualitative Analysis
1. Content Analysis:
o Identify patterns in consumer opinions on branding and product taste.
2. Thematic Coding:
o Organize focus group discussions into key themes, such as "health benefits" or
"packaging aesthetics."
