Executive Summary

CHIBOG is a 60 seat restaurant with a 20 seat lounge. We focus on Filipino menu with a
touch of Asian influence. This business will be positioned as an international franchise and is
dedicated specially to those Filipinos all around the world so that our customers will feel at
home.
In today’s highly competitive environment, it is difficult to find a restaurant like this
because of the increasing number of fast food outlets. Singapore, a city state, is said to be the
model metropolis for Asia’s new economic boom because of more than 11 million visitors
yearly, mainly from neighboring countries (Malaysia, Indonesia, Thailand and the Philippines).
Our priority is to stablish an outlet in a crowded mall, in one of the promising shopping malls in
Singapore. Later on, we will establish our restaurant in the surrounding areas.
The lounge and restaurant will be open six days a week. We will offer special theme
nights to attract new customers to. The restaurant will be fine dining in a cozy atmosphere.
During the busy summer months you can also sit outside our patio and we will serve special
summer menu, featuring exotic foods and drinks. The patio and garden setting will be a fun and
casual atmosphere for the summer crowd.
The service will be relaxed, very friendly and correct. We will hire the best people
available, training, motivating and encouraging them, and thereby retaining the most efficient
staff possible. We will bring the Filipino hospitality in our restaurant.
Most important to us is our financial success and we believe this will be achieved by
offering high-quality service and excellent food with an interesting twist.
CHIBOG will attract people to bring their friend and families to taste the feeling of being
home through our specialties and exotic foods that can only be found in the Philippines.

Mission
CHIBOG is a great place to eat. Our mission is not only to have a great tasting food, but
to have a friendly service because customer satisfaction is very important. We want to be the
restaurant choice for all families and singles, young and old, male or female. Employee welfare
will be equally important to our success. We want our employees to feel a part of the success of
CHIBOG restaurant and lounge. Happy employees make happy guests.

Objectives
 Keeping food cost under 35% revenue.
 Expand our marketing and advertising in nearby countries.
 Stay as a restaurant with excellent food and service.
  Achieve 15% return on investment to investors for the first two years and 17% for the
next three years.
 Averaging sales between Php 20,000,000 – Php 30,000,000 per year.

Chart Title
30,000,000

25,000,000

20,000,000

15,000,000

10,000,000

5,000,000

0
Year 1 Year 2 Year 3

Sales Gross Margin Net Profit

Keys to Success
 The uniqueness of our dining atmosphere will differentiate us from others. The
restaurant stands out from other restaurants because of the unique design and décor.
 Product quality. Not only great food but great service and atmosphere.
 The menu will appeal to the clients. It has interesting twist.
 We will have a special theme at night that will attract the clients.
 Controlling cost at all times.
Due to the intense competition between restaurants, restauranteurs must look for ways to
be different in order to achieve and maintain the competitive advantage. The fact that no
other restaurants in the area has this concept and atmosphere presents us a window of
opportunity.
Company summary
CHIBOG will feature a Filipino menu with a touch of Asian influence in a cozy
atmosphere.
We will be open six days a week. Serving from Sunday to Friday 11:00 am to 7:00 pm.
The lounge will be open until 4pm Friday. We will be closed every Saturday, on New Year’s
Eve and Christmas Day.
Company Ownership
The restaurant will start out as ACE Corporation, owned by its founders Czereah Emerei
Tamani and Arnel Marquez. Mr. Marquez as the General Manager and Ms. Tamani as the
managing partner.
Start-up Summary
Emerei works in the kitchen and manages personnel. Arnel focuses on the financial issue.
We are looking for a restaurant space approximately 2,000 – 2,500 sq. ft. in Singapore. We will
open CHIBOG in April 2030.
Our start-up costs come to Php 18,000,000 which is most expensed equipment, furniture,
reconstruction, rent, start-up labor, six months operating cash, and legal and consulting costs
associated with opening our restaurant. This is our start-up requirements to the best of our
knowledge and experience in the industry.
Services
International creative food, and a style of service that will make everyone feel welcome
and special. Our food products will be the finest quality and prepared with sensitivity and care.
We will ‘go all the way’ to satisfy our guests. We will change our menu every 4-5 months, but
we’ll keep ‘your favorite’.
The kitchen staff will have the best culinary education and work experience. The lounge
and restaurant staff will offer the finest service in a cozy atmosphere and offer customers an
extraordinarily successful dining.
Pricing and Profitability
Prices will be competitive with other upscale restaurants in the area. However, it is the
strategy of CHIBOG to give a perception of higher value than its competitors, through its food,
service and entertainment.
Market Analysis Summary
CHIBOG focuses on local and tourist restaurant seekers. People that have a desire for
good food and a fascinating atmosphere.
The city will have much to offer and the people that it draws expect a place where they
will get the best of everything. CHIBOG will offer a new fine dining concept to the area. The
atmosphere, our excellent food quality and our friendly staff will stand out and make name in
Singapore. We will succeed by giving people a combination of excellent and interesting food in
an environment that attracts successful people that want to get a little bit more out of life than
just ordinary!
Market Segmentation
 CHIBOG intends to cater to a wide group of people. We want everyone to feel welcome
and relaxed in a cozy atmosphere with a wide and varied menu. It is our goal to have something
for everyone everyday on our menu. We have defined the following groups as targeted segments:
The Family: The perfect place for a family. Families will come for the accommodative menu and
friendly service. The excellent value in their meals will keep CHIBOG in favor with the parents.
Tourists: Singapore is a city that attracts many vacationers every year. CHIBOG will be a
destination with its attractive atmosphere, menu, and outdoor patio.
Happy Couples: CHIBOG wants to be a search place where people meet each other and develops
network.
High-end Singles: We will attract them with our décor and layout. Our menu and engaging
clientele will confirm the feeling of being in “the coolest place”.

Marketing Analysis

The Family Happy Couples Tourists High-end Singles

Target Market Segment Strategy

We want the family, happy couples, tourists, and high-end couples. We focus on these
specific groups because these are the types of people who frequent other restaurants in the area.
They are the ones that are willing to spend money on a good dining and service at a value price.
Strategy and Implementation Summary
Our strategy is simple, we intend to succeed by giving people a combination of excellent
and interesting food in an environment that appeals to a wide and varied group of successful
people. We will focus on maintaining quality and establishing a strong identity in our
community. Our main focus in marketing will be to increase customer awareness in the
surrounding communities.
We will create an appealing and entertaining environment with unbeatable quality at an
exceptional price. An exciting and friendly restaurant, we will be a talk of the community. All
menu items are moderately priced for the area.

Sales Strategy
Our sales plan is to establish and maintain position with our local customers. The strategy
is to build more customers in order to increase revenue. We will focus on making all our
customers happy with our food, service and entertainment options.
Management Team
Our management team is well compensated. We have a team that has considerable
experience together and shares knowledge in many different fields of businesses an in life. The
owners will also work to expand CHIBOG in Singapore and other nearby countries. They can
also concentrate more on the kitchen and take the restaurant to yet a higher level.
Personnel Plan
We believe that personnel plan is in good proportion to the size of the restaurant and
projected revenues. The staff will include 12 full-time employees, who will work a total of 754
man hours per week and generate an average weekly gross payroll of Php 246,450 for the first
year in business. The estimated gross annual payroll of Php 11,829,600 is 22% of the total sales.
BUSINESS
PLAN
Submitted by:
Cereah Emerei Tamani
Arnel Marquez

Submitted to:
Ma’am Charito Carlos