I.

Executive Summary

The Jade’s Bowl of Cookies is a type of company that serves confectionery products that

come along with consumable hollowware and flatware. Our services satisfy various locations

throughout Metro Manila with its main warehouse sited in Ground Floor Upper McKinley

Building, McKinley Town Center, Fort Bonifacio, Taguig City. Our products are available for

purchase in stalls on selected malls.

Our distinctive concept of a cookie in the form of a bowl promises to satisfy customers’

desire for a sweet dessert, while promoting ecological sustainability, awareness, and cleanliness.

This paradigm in the food industry is bound to keep garbage to a minimum. The production of

plastic, which is a photodegradable material, demands a high consumption of petroleum. This

hinders the maintenance of fresh air, clean water, and aquatic life. Another reason to minimize

the use of plastic is the fact that plastic bags alone are the second most discarded type of refuse.

It is hazardous enough that plastic does not seem to disappear; it only turns into fragments that

contaminate soil and water, to which animals are also harmed. Moreover, plastic is considered to

be a toxin carrier. All forms of living things become victimized with the excessive practice of

using and producing plastic.

Overall, the Jades’ Bowl of Cookies appear to be a quality venture despite the current

economic trends, the depletion of the restaurant business during this monetary struggle, and

notwithstanding the usual battle of standing out in a sea of competition by offering a unique core

value that keeps the customers coming back.

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II. Organizational Analysis

A. Introduction

Jade’s Bowl of Cookies promise to deliver a satisfying sweet cravings while

minimizing the chances of littering by providing bowls, cups, and spoons that are

edible. The company’s goal is to draw attention to people and keep them reminded

about the efficiency of food and food can be anything! Moreover, to learn to control the

waste management which is always a problem, we are an eco-friendly company.

B. Company Profile

 Who are we?

We are a group of People who used to work at home and cater small parties

and took the initiative to take it to the big le ague and expand. We promote

environment friendly goodies, we provide our unique local ice cream flavors

with the help of Big Scoop ice creams with our very own edible bowl and

spoons which are called “Cookie Bowls” and “Chocolate spoons” with a

topping of your choice, we also provide “Cookie Shot glass” with a rim of

chocolate fondue and can be served with Bailey’s for adults or Milk for kids

and kids at heart. Our rates are very affordable! Our service is available for

people of all ages. Our service is customizable, you can choose your own

flavor and your own topping! The Cookie bowl also comes in two sizes, solo

and sharing.

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  Vision

“Our company’s vision is to provide our customers fresh and delicious products

with excellent service level and quality and to teach people most commonly kids to

learn about the efficiency of food and to care of the environment”

 Mission

“Our company’s mission is to make Jades Bowl of Cookies an essential part of

sweet cravings to our valuable customers and to improve and lessen the waste

management in our ways of making everything edible & delicious”

 Values

Efficiency of food on its unique ways and improve the waste management.

 Business Structure

General Partnership. We are composed of 4 persons who agreed to contribute

money, labor, time and skill to our business. Each of us partners shares the profits,

losses, and the management of the business, and each partner is personally and

equally liable for debts of the partnership.

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III. Market Analysis

A. Environmental Analysis

Strengths Weaknesses Opportunity Threats

Uniqueness The tendency of being “Sulit” factor The tendency of being

(Everything edible) copied by other people copied by other people but

but try to build it in a try to build it in a different

different theme of theme of form.

form.

Cookie bowls & Lazy personnel’s and Less Waste Hazards Risk of being messy

glasses are somewhat staffs (especially for our kid

rare and hip with many customers)

people nowadays

Efficiency Expansion of flavors Hygiene Risk

Environment Friendly People not liking our

unique flavors

B. Competition Analysis

The big competitors will be:

 Vanilla Cupcake Bakery
 Cinnabon
 Icings Bakery & Café
 Lava Cheese Tarts

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 In introduction stage it will be challenging to compete with them but by gradual

awareness among public it will be easier for us to generate more profits as compared to

our competitors.

IV. Product Definition

Our product/service focus on confectionery products whose composition is

tailored by each individual customer. The meal caters to the customer’s specific wants

and needs based on his or her diet, health, age, capabilities, palate, preferences, and

cravings

Our products are very unique, we have cookie bowls and shot glasses served with

Big scoop’s ice cream flavors which are locally made and produced. We serve it with all

edible goodies, nothing to throw! Plus, you can also choose your own topping! Cookie

bowls, shot glasses (with Bailey’s or Milk for the kids or the kids at heart) and a Spoon

made of wafers! Everything sold in our stalls are edible! It is also affordable so everyone

can try and take a taste of what we offer. Our design for our store is minimalistic and

simple, it has it classic looks with a classy taste.

As part of our product/service, these sweet cravings are prepared and served in a

trendy mid-to-upper scale restaurant that offers seasonal, local, organic, and international

cuisine and drink. The main focus of this product/service is customer choice and

customization of all products.

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V. Target Market Profile

As part of the analysis, we are segmenting the market based on demographics and

psychographics. Demographic segmentation is based on financial and educational

parameters. Psychographic segmentation is based on lifestyle and values:

 The tastes and habits of prospective customers. That is, are the potential customers

oriented toward a passion for sweet cravings?

 The financial and educational demographics of prospective customers

 The concentration of these prospective customers in large enough numbers in a given

geographic area so that they could provide a critical mass of prospective customers

for Jade’s Bowl of Cookies’ unique cuisine

While the owners of Jade’s Bowl of Cookies’ do not believe that education, in

and of itself, should be a requirement for the target market, statistical studies have

established that there is a positive correlation between educational levels and

income. We anticipate that there will be a demand for our dessert from many who are

educated and have a great interest in healthy sweet cravings, but who do not fit into the

higher income category. This demographic may come to Jade’s Bowl of Cookies’ once

in a while but because they lack the means and the same level of discretionary income as

those with higher incomes, they will not become our core customers but will become part

of our secondary target market. The primary factor that comes into play here is that those

with both education and higher incomes not only are more knowledgeable and more

motivated with regard to healthy sweet cravings, but also have the financial means. This

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 demographic would become our core of patrons, our primary target market. Hence,

people of all ages our target market.

VI. Marketing Goals and Objectives

In the first year, establish a regular clientele base that is sufficient to support daily

operations by offering special wine dinner nights or cooking demonstrations, coupons for a

next visit offered with the check, and by having the friendliest, most welcoming and

hospitable staff in down town

Consistently increase revenue through word of mouth recommendations, which is

accomplished through catering to our patrons by consistently going above and beyond

what is expected and always offering superior quality and value

Market to every local business, especially within one mile for the lunch crowd,

because the bulk of our 20 – 40, business professional, target group will work in this area.

Initially overwhelm the local area with marketing campaigns at 20% of revenue and

gradually taper the ads to a sustained level of 5%.

VII. Marketing Mix

1. Product

Our product/ service are cookie bowls and shots with the ice cream of your choice

topped with your favorite topping. We independently make our own cookie bowl/shots,

chocolate and milk chocolate spoons from scratch. All of our products we serve are
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 edible which lessens the waste management in our society. We cater their needs and

distribute our goods to our stalls on selected malls.

2. Place

We have a small warehouse wherein the products that we sell are being made, and in

the near future we also plan to have a branch in some malls, and have our own food

trucks to cater bazaars and outdoor dining so that we can widen our sales all

throughout.

3. Price

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 4. Promotions

Since we started out small, we will start our promotions through social media. We do

promos like for example, stamps; if you gather 10 stamps from eating from us you will

get a one free solo with one ice cream and topping of your choice. We tend to initiate

and collaborate contests from bloggers or magazines to advertise us.

5. People

We have our Human Resource under Admin/HR; Finance Manager, Accountant,

Accounting Clerk, Cashier, Payroll Clerk under Financial Accounting; Over all

supervisor for both pre and post, Logistics, Driver, Personnel, Quality Control, 2

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 Factory Workers and 2 Packers under the Production Team; and Market Researcher

and Creatives under the Marketing team.

6. Process

We buy our raw materials/ingredients in bulk locally. we independently mold, mix and

bake them on our warehouse, we also mold, mix and create our own chocolate spoons,

we pack it safely on a box and a cooler and let our delivery L300 deliver it to our

respective stalls, our stall distributes our goodies to our customers, using our hashtags

on social media sites we can view their feedbacks and reviews of their own experience

whether we need to improve something.

7. Physical Evidence

Each prepared ice cream, cookie, and spoon is bound to undergo proper evaluation and

monitoring. This is to ensure that the quality of the products remain consistently

excellent. Old stocks or ingredients are tested before being incorporated into our

products. The process of putting the elements together will be performed by the seller

on the spot.

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VIII. Marketing Budget

 Based on the first 3 months

Start up cost COST (in pesos)

Permits (barangay clearance, SEC (Securities and Exchange 8,800
commission, DTI Certificate etc)
Trade mark / designs / patents 10,000
Rental Lease Cost (Rent advance deposit for 3 months) 45,000
Warehouse
Mall cart rent, kiosk (price based from SM malls) 3 months 45,000
advance deposit
Utility Connections & Bonds (electricity, L300 gas, water) 15,000
Stock/Raw Materials (toppings, cookie and chocolate spoon 33,000
ingredients)
Stationary & Office Supplies Allowance 6,000
Marketing & Advertising (Collaterals) 30,000
Office Equipment (Furniture, desks, tables) 20,000
Delivery Truck (L300) 300,000
Coolers 30,000 x 2, 60,000
Commercial Oven 200,000
Commercial Mixers 38,000
Other Baking supplies (Racks, Work tables, Pans, Molds, 80,000
Mixing Bowls, Measuring cups and spoons, knife’s, spatula’s,
foils, parchment papers)
Packaging 5,000
Uniform for Factory Workers (Hair nets, gloves, oven 2,000
mittens, apron)
Mall Cart Rent 15,000 monthly
Big scoop ice creams (bought in gallons) 20,000 monthly
Back up money 567,000
Total: 1,500,000

Salary (SSS & Phil health Job Position (Direct)

included)
P20,000 /monthly Human Resource, Finance Manager, Supervisor, Accountant
P18,000 / monthly Cashier, Accounting Clerk, Payroll Clerk, Logistics, Quality
Control, Creatives
P16,000 /monthly Driver, Personnel, Handlers x2, Packers x2
Total of: 284k /monthly

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  Based on the first 3 months

In Direct Cost
Mall Cart Rent (Price from SM Malls) ; First 3 months 45,000
Cooler (Sliding Glass Top) 14,500
Crew Salary (1 crew per stall) 16,000
Storage (Display Cases) 8,000
Kiosk & Mall Cart Fabrication 25,000
Uniform 2,000
Stocks (Milk, Bailey’s, Chocolate Milk) 2,000 /monthly (6,000 for 3
months)
Kiosk Equipment & Accessories allowance (tissues, receipts, 3,000 /monthly (6,000 for 3
cash box, ice cream scoopers, rags and other items needed) months)
Total: 120,500

In Direct (Monthly Cost)

Mall kiosk cart rent 15,000
Crew Salary 16,000 /person
Stocks (Milk, Bailey’s, Chocolate Milk) 2,000
Kiosk Equipment & Accessories allowance 3,000
Back up money 5,000
Total: 41,000 /monthly
Direct Cost
Salary 284k /monthly
Rental Lease Cost 45,000
Equipment (Coolers, Ovens) 260,000
Packaging 5,000
Big Scoop ice creams (bought in gallons) 20,000 /monthly
Commercial Mixers 38,000
Cookie Ingredients 25,000
Toppings stocks 5,000
Utility Connections & Bonds (electricity, L300 15,000
gas, water)
Office Equipment 20,000
Stationary & Office Supplies Allowance 6,000
Marketing & Advertising (Collaterals) 30,000
Uniform for Factory Workers (Hair nets, 2,000
gloves, oven mittens, apron)
Other Baking supplies (Racks, Work tables, 80,000
Pans, Molds, Mixing Bowls, Measuring cups
and spoons, knife’s, spatula’s, foils,

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parchment papers)
Chocolate spoon ingredients 3,000
Total: 794,000

Direct Cost (Monthly Cost)

Salary 248k/monthly
Rental Lease Cost 15,000
Packaging 2,500
Big Scoop Ice Creams 20,000
Cookie ingredients 25,000
Topping stocks 5,000
Utility Connections & Bonds (electricity, L300 gas, water) 15,000
Stationary & Office Supplies Allowance 6,000
Baking supplies allowance 5,000
Chocolate spoon ingredients 3,000
Back up money 10,000
Total: 334,500

IX. Marketing Implementation

Jade’s Bowl of Cookies’ owners plan to open the restaurant by August 2018. The

implementation schedule as follows:

 Submit complete business plan to four banks for consideration of financing for one-

half of the total needed for start-up costs, reserves for operations while Jade’s Bowl

of Cookies s builds business to a point of cash-flow break-even, and a contingency

reserve. (Balance of funds will come from owners’ personal assets.)

 Find a small warehouse wherein we can produce our products. We select general

contractors and give information regarding what we need to have done to te new

property space to prepare it for occupancy.

 We begin a search for a highly qualified people for our company venture.

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  We contact insurance broker to obtain property and liability insurance coverage

from March 1 until restaurant opens.

 We begin shopping for and purchasing through auctions, if possible, food service

equipment for Jade’s Bowl of Cookies. If we cannot find it through auctions, we

shop for equipment but delay purchase until the premises is ready for it.

 Contractors begin preparing the new property for Jade’s Bowl of Cookies.

 Have restaurant equipment installed.

 Advertise for the wait staff and other staff for start-up on March 1.

 Contractor is finished. Ask county inspectors to inspect plumbing, electrical and

gas and to perform any other required inspections so we can have an occupancy

permit. Ask Health Department for inspection for permit to open the restaurant.

 Receive occupancy permit and permit to open the restaurant.

 Have all wait staff hired for March 1.

 Jade’s Bowl of Cookies run advertisements/marketing promotions through social

networking sites, such as Facebook, Twitter, and Instagram. Additionally, runs

radio advertisements on certain stations and use of print media.

 August 1, 2018. Jade’s Bowl of Cookies opens.

X. Marketing Evaluation and Control

Our products will be produced in a small warehouse. First of our Logistical

personnel will check all our supplies, ingredients if it’s all good and complete. The

Quality control personnel will double check the ovens, coolers, and mixers if they work

perfectly. We make our own cookie bowl, shots and chocolate spoons from scratch, from

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 the mixers, the oven and until on the coolers until packed into their own corrugated

cardboard boxes, they are all perfectly made with a touch of love from each of our

worker. We also have different molds for each of it. Each procedure has its own worker,

and in the end of the process our Quality control personnel will test one each batch if it’s

good to go. If it’s approved he/she will report it to the Supervisor that it is good to go and

orders the driver and personnel to pick it up and deliver it to our respective stalls and

stores. When delivered the personnel will contact the Supervisor that the package has

arrived and all ready, the process will be repeated again. We deliver our goods to each

our stalls and stores depending on the stores/stalls product status. We do not restock if

they still have a lot of stocks, we wouldn’t want our goods to be thrown and wasted.

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