TABLE OF CONTENTS

Table of Contents

I.

Approval/Acceptance Sheet

II.

Panel of Examiners

III.

Dedication

.. IV.

Acknowledgment

... V.

Executive Summary

...VI.

1.0 INTRODUCTION

.. 1

2.0 MARKETING ASPECT

2.1 Product or Service
2.1.1 Product Description
.......... 3
2.1.2 Benefit of the Product
... 3
2.1.3 Product Testing
... 8
2.2 Marketing Mix
2.2.1 Product/Service
2.2.1.1 Primary Features
9
2.2.1.2 Added Value compared to competitors ...10
2.2.2 Place
2.2.2.1 Use of Distribution Channels ..10
2.2.2.2 Strategic Placing in the market ....11
2.2.3 Promotion
2.2.3.1 Advertising and Promotion
2.2.3.1.1 Advertising
. 12
2.2.3.1.2 Sales Promotion
.....12
2.2.3.1.3 Public Relations
.13
2.2.3.2 Methods and Message
2.2.3.2.1 Type and Media used 13
2.2.3.2.2 Message conveyed 13
2.2.3.3 Spending and Timetables ......14
2.2.3.3.1 Advertising and Promotional materials will be used 16
2.2.3.3.2 Brief explanation on the budget set for 17
the advertising and promotions
2.2.4 Pricing
2.2.4.1 Describe the pricing strategy and justification . 18
2.2.4.2 Gross Profit Margin
20
2.3 Marketing Environment
2.3.1 Target Market
.. 20
2.3.1.1 End users from customers
22

2.3.1.2 How the product/service will benefit . 23

its end users and customers
2.3.2 Business-to-business markets
2.3.2.1 To what industry does the target market belong 27
2.3.2.2 The market size
27
2.3.3 Business-to-customer markets
2.3.3.1 Demographic Factors
28
2.3.3.1.1 Distribution of Respondents According to Age ... 28
2.3.3.1.2 Distribution of Respondents According to Gender . 29
2.3.3.1.3 Distribution of Respondents According to Civil Status 29
2.3.3.1.4 Distribution of Respondents According to Occupation .. 30
2.3.3.1.5 Distribution of Respondents According to Monthly Income 31
2.3.3.2 Psychological Factors
2.3.3.2.1 Psychological Segmentation . 32
2.4 Competitors
2.4.1 Describe from the target market level 35
who are the direct and indirect competitors
2.4.2 Key competitors 35
2.4.3 Key barriers to entry in the market ...37
2.4.4 The uniqueness of the product .37
2.4.5 How competitors will react to this new business idea ...38
2.5 Industry
2.5.1 Details about the industry in which the business operates.. 39
3.0 OPERATIONS AND TECHNICAL ASPECT
3.1 Production and Operating Requirements
3.1.1 How and where the business will operate? .. 41
3.1.2 Intended space be owned or leased . 42
3.1.3 The materials and equipment needed .. 43
3.1.4 The manufacturing/production process 44
3.1.5 How will the business protect its proprietary ... 46
processes and trade secrets and quality control?
3.2 Intellectual Property ... 46
3.2.1 Trademarks ..... 48
3.3 Start-up Schedule ....... 49
4.0 ORGANIZATION AND MANAGEMENT ASPECT
4.1 Vision
....... 50
4.2 Mission
...... 50
4.3 Pre-operating Period
....... 50
4.3.1 Legal and Taxation Requirements
.. 50
4.4 Form of Ownership
.... 51
4.5 Management and Personnel
4.5.1 List of personnel, titles, qualifications, ... 52
responsibilities, skills and experiences needed, and cost
5.0 FINANCIAL ASPECT
5.1 Capital Requirements and Strategy
5.2 Projected Financial Statements

... 54
56

5.3 Financial Analysis

5.3.1 Break-even Analysis
5.3.1.1 Cash Flow
5.3.2 Payback Period
5.3.3 Net Present Value

.... 59
..... 60
61
.. 61

6.0 SOCIAL ASPECT

6.1 Critical Factors
6.1.1 Strengths, Weaknesses, Opportunities and Threats . 62
(SWOT)
6.1.2 Political, Economic, Social and Technological Analysis .. 63
(PEST Analysis)
6.2 Regulations/Environment Issues
6.2.1 Economic aspects of the firm . 64
6.2.2 Non-economic aspects of the business firm
6.2.2.1 Government regulations and the business compliance .. 65
6.2.2.2 Addressing of environmental problems
...65
6.2.2.3 Private regulatory issues that have to be addressed . 66

APPENDICES
Logo
.. 67
Kuchflan Facebook Page
.. 68
Kuchflan Instagram
.. 69
Kuchflan Tarpaulin Promo
.. 70
Kuchflan Flyers
.. 71
Kuchflan Back to School Promo .. 72
SSS Table
.. 73
SSS Sample Form
.. 74
Pag-Ibig Sample Form
.. 75
Philhealth Sample Form
.. 76
BIR
.. 77

Patent Flowchart
Trademark Flowchart

.. 78
.. 79

CURRICULUM VITAE
Echalas, Ricka Shane C.
Grajo, Richard S.
Espinosa, Rodney S.
Lleve, Jonel P.
Perocho, Mark E.
Garlit, Mary Mae G.
Deinla, Julie Ann B.

.. 81
.. 84
.. 86
.. 88
.. 90
.. 92
.. 94