I. PROJECT SUMMARY NAME OF THE PROJECT Eatik of L.E. Company is engaged in serving dishes with Itik as its main ingredient. It is an excellent alternative to the typical dishes that most people used to eat like chicken, pork beef or even fish. It provides its customers with a new food to crave for and a food to get familiarize with. Eatik’s dishes that will be serving to its customers will be of the same with the all time favourite of the Filipinos. It is really an odd food to eat and what makes it different is that the company would be introducing another tasty food made with Itik at the most economical cost compare to that of the usual meat dishes. PROJECT LOCATION The store location will be at Riverbanks Marikina City, a shopping center. The company chose this place because of its accessibility for the consumers and potential customers have a fair tax rate and rental fees. The location is in the commercial zone because it is near 1
Transcript
I. PROJECT SUMMARY
NAME OF THE PROJECT
Eatik of L.E. Company is engaged in serving dishes with Itik as its main
ingredient. It is an excellent alternative to the typical dishes that most people used to
eat like chicken, pork beef or even fish. It provides its customers with a new food to
crave for and a food to get familiarize with.
Eatik’s dishes that will be serving to its customers will be of the same with the
all time favourite of the Filipinos. It is really an odd food to eat and what makes it
different is that the company would be introducing another tasty food made with Itik
at the most economical cost compare to that of the usual meat dishes.
PROJECT LOCATION
The store location will be at Riverbanks Marikina City, a shopping center. The
company chose this place because of its accessibility for the consumers and potential
customers have a fair tax rate and rental fees. The location is in the commercial zone
because it is near to establishments that people preferred most like market and malls.
The business is included in Food Industry. The first 3 outlets will be along the
bars located at Riverbanks Marikina, in malls’ foodcourt, the other unit can be beside
Andoks Manok, Senior Pedro Manok, Baliwag Manok, Chooks to Go or beside Selling
Store at Concepcion Market.
1
NATURE OF THE INDUSTRY
EaTIK will be a product business. We will serve our potential customer a variety
of dishes made from duck. EaTIK will introduce a new dish which is not commonly
available in any affordable food chain and seldom prepared at home. The business
will try to satisfy the craving of its customer a variety of duck dishes from the
traditional meat such as chicken, beef , pork and can be an alternative for the known
sisig as “pulutan/ulam”. Initially our menu will include whole fried Itik (duck),
calderetangitik, and the fried laman-loob. Fried duck and laman- loob will come out
with a tasty sauce.
DESCRIPTION OF THE PROJECT
The food industry, particularly in meat foods is common. The study desire to
promote consumption of duck, researcher differentiate it’s product as a Philippine
duck. Philippine duck comes from the family of chicken. It is not a common retail in
the market and to the Filipinos. Philippine duck is known as “ITIK” a brown duck with
black beak. Because of differentiated product the L.E company decided to come up to
a product that not particularly in the taste of the Filipino, unlike to the traditional
taste of chicken, beef and pork. And also offer the different delicacies duck made.
CONTEXTUAL FRAMEWORK
Product innovation has been the name of the game of what the industries are
trying to do in order to survive the future trends in business. But as the proponents go
along in finding new products, the group decided to find substitutes for meat from
2
chicken, pork and beef. At present there were numerous existing competitors of Eatik
such as Andoks Manok, Senior Pedro, Baliwag, Chooks to Go, Chiknoy and other small
Fried chicken. Since the business is targeting alcoholic drinkers, Sisig selling outlet
such as Sisig Hoorey, Sisig Avenue are also considered as competitor for being known
for “pulutan”. The said existing company serves as major competitor of Eatik.
The proponents came up with the substitute product for meat products for
meat lovers and alcohol drinkers and arrived to call the project “Eatik”.The reason
behind this project is because people are being conscious with their health and the
food that they eat. Duck is high in protein, iron, selenium, and niacin; and, lower in
calories than many cuts of beef, duck is a great alternative for individuals interested in
weight loss or weight management. With only about half the saturated fat of a
boneless, skinless chicken breast, duck breast also has much less saturated fat than
even lean beef selections. And, with more than 20 percent of the daily recommended
allowance for both niacin and selenium, duck meat also provides more iron per
serving than chicken, turkey, Cornish game hens; and yes, even some cuts of beef, all
in all, a great addition to a healthy diet.
PROJECT VISION
The company vision is to reach at least 75% of return on investment in its 3 rd
year of operation. Expect bigger market share the product being a novelty.Be the
premier duck store with delivery express service.
3
Expansion to second location within 12 months,
Open additional locations in other neighbouring towns
Have a strong community involvement
In a long term run of the business, it aims to have branches from different
barangay in Marikina City and continuously expand its location from Marikina City to
all over Metro Manila.
L.E Partnership also intends to have its own poultry in order to lessen the cost in
ordering the Itiks and serves to be its own resources.
DEMAND GIVING RISE TO THE PROJECT
The demand giving rise to the project some several factors are: Products have
different sensitivity to changes in price. Income, when an individual’s income goes up,
their ability to purchase goods and services increases, and this causes demand to
increase. When incomes fall there will be a decrease in the demand for most goods.
Consumer tastes and preferences, changing tastes and preferences can have a
significant effect on demand for different products.
Persuasive advertising is designed to cause a change in tastes and preferences
and thereby create an increase in demand. Competition, competitors are always
looking to take a bigger share of the market, perhaps by cutting their prices or by
introducing a new or better version of a product. Fashions, when a product becomes
unfashionable, demand can quickly fall away.
4
Chicken, beef and pork substitute
It is noted that Philippine ducks have stronger resistance to disease than
chicken broilers and layers. According to the Philippine Council for Agriculture,
Forestry and Natural Resources Research, ducks have high resistance against common
avian diseases and that there is very low mortality in most duck farms. Duck meat is
also relatively cheaper than chicken meat. In 2009, the average farm gate price of
ducks was only P54.37 a kilo, compared to P62.10 a kilo of chicken. Prices of duck
meat even softened by 2.44 percent from P55.73 a kilo in 2002. Ducks are not only
safe for human consumption, but they are also rich in proteins. Anything you can cook
chicken with, you can cook with ducks. Among the recipes where duck meat
reportedly tastes good are fried whole duck and its internal organ, caldereta, adobo,
estofado, and patotim.
“Pulutan” Substitute
It has been in the culture that alcohol drinking is part of every celebration of
most Filipino families. Drinkers commonly have their celebration inside the house or
go to bars, and in any establishment who offers alcohol / liquor. If there is a drinking
session, there is one thing drinkers will not missed, it is none other than their choice
of dish to be the what we called ”PULUTAN”. Fried duck is already famous in Angono
Rizal and in Laguna as “pulutan” or “ulam” and also being bought by “bakasyonista”
fom the place. Because not all are familiar with duck dishes the project will offer and
avail it to places where drinkers usually buy “pulutan".
5
ORGANIZATIONAL CHART
The proponent Organizational Structure is departmentalized to obtain
organization proponent units of manageable size, and to utilize managerial ability.
The function of the manager involves the grouping of functions and activities
necessary to attain the goals of the business.
6
ORGANIZATIONAL CHART
The company will follow a typical hierarchical structure with the management
team discussed below as the co-owners., who will be responsible for all operations
and management duties early on. Additional staff will be needed for cooking duck
dishes, delivery, and wait staff. Once the company has expanded operations, a
general manager will be hired to take the duties of the owners.
PERSONNEL REQUIREMENTS AND JOB QUALIFICATION
Cook
Male
20-35 years old
Cooks need a great deal of knowledge and experience working with food.
The minimum requirement is a high school education plus on-the-job training.
High schools, vocational or technical schools, two-year and four-year college.
Cooking diploma.
Restaurant experience.
Duties and Responsibilities
Plan, collect, organise food and commodities for menus
Prioritise menus, recipes and task sheets
Read recipes, menus, and orders
Prepare and use specialised kitchen equipment for use
Plan and organise logical work sequences within time restraints
7
Communicate with other staff members of the kitchen team and food service
staff
Work cooperatively with other members of the kitchen team
Maintain product, service and market knowledge
Ensures high standards of sanitation and cleanliness are maintained throughout
kitchen area
Assemble and prepare ingredients for menu items
Skills in a wide range of cookery methods to produce a range of menu items
Plan and sequence the timing of food and preparation of tasks
Cashier
Female
18-25 years old
Pleasing personality
Trustworthy
At least highschool graduate and 1 year working experience
• Knowledgeable in basic arithmetic.
• Has skill in handling and counting cash.
• Has skill in communications with public.
8
Cashier Duties:
Enters purchases into cash register to calculate total purchase price
Accepts cash
Counts money, gives change and issues receipt for funds received.
• Calculates discounts or references; requests customer identification for certain
discounts and receipts as required.
• Maintains sufficient amounts of change in cash drawer.
• Balances cash drawer and receipts; documents discrepancies.
• Keeps register area neat and stocked with necessary supplies.
Service Crew
Male
18-25 years old
At least high school graduate diploma or less.
Flexible
Have little work experience
Specific duties
Clearing off and setting tables, stocking supplies, cleaning dishes and
occasionally dropping off food, beverages and condiments.
Service Crew Job Description
A food service crew is made up of variety of workers who provide customer
service, assist in kitchen processes and generally ensure customers have an enjoyable
dining experience. Taking orders, serving food and often handling payments and also
responsible for taking reservations, welcoming and seating guests.
Delivery Driver
9
Male
20 – 35 years old
At least high school graduate
Must have valid driver’s license/Professional license
Duties and Responsibilities
Familiarize in all the location nearby the store or in the area of Metro
Manila.
Responsible for keeping excellent inventory of all foods at certain
locations to prevent food waste.
Responsible for cleanliness and maintenance of company vehicles.
Able to communicate verbally, and understand and follow written and
verbal instructions.
ORGANIZATIONAL POLICIES
The organization establish rules regarding the employee conduct, attendance
and other areas related to the terms and condition of employment, and also to
protect the rights of employee as well as the business interests of employers.
Neatness and Attire Policy
10
Expected to be in complete and clean attire.
Must be wear hairnet to cover hair from the forehead down to nape.
Accessories are not allowed.
Should have clean hands and short fingernails. Nail polish is not allowed.
Medical Check-up
All employees are required to undergo the medical examination and secure
health certificate, to safeguard the safety and health of the employees and customer.
Operation
Operations will be managed by the three managing partners. This will include
all marketing activities, financial and accounting activities, and operational activities.
The business will employ a small staff cooks, cashier and delivery drivers. Staff
will be trained by the management team to ensure quality and consistency of food
preparation.
Finances
11
The management will implement financial policies that will guide the
organization in achieving its defined objectives. Monitoring and controlling
expenditures, recording all financial transactions and applying satisfactory statutory
reporting requirements to the organization.
Daily Sales Report
Daily inventory of stocks Report
Daily Expenses Report
Employee Conduct
An employee conduct policy establishes the duties and responsibilities each
employee as a condition of employment. Employee conduct policies are in place as a
guideline for appropriate employee behaviour, and also for proper dress code,
workplace safety procedures.
Equal Opportunity
Equal opportunity is the rules that promote fair treatment in the workplace. It
indicates the anti-discrimination and affirmative action policies. These policies
discourage inappropriate behavior from employees, supervisors and independent
contractors in regard to the race, gender, sexual orientation or religious and cultural
beliefs of another person within the organization.
Attendance and Time Off
12
Attendance policies set rules and guidelines surrounding employee adherence
to work schedules. Attendance policies define how employees may schedule time off
or notify superiors of an absence or late arrival. This policy also sets forth the
consequences for failing to adhere to a schedule.
Ethics
Ethics policies address issues such as honesty, fairness, integrity and respect.
Customer Service
Customer service policies address issues such as employee attitude toward
customers “All employees deal with our customers”.
Evaluating the Organization's Performance
Monitoring current performance of day-to-day operations, analyzing the
workflow of the organization, monitoring staff performance and determining the
flosses to come up with a solution in solving it.
Phone-in-service and Delivery Policies
13
The business also accepts orders over the telephone. Customers have to do is
send the payment to the business bank account, and customer can have their order
delivered at their convenience, customer who buy in bulk may also be entitled to free
delivery, depending on the location and quantity of the order, the normally require
order is 150 or more would no longer require any delivery charges from the customer.
If the client is base outside Metro Manila, the business charges a reasonable door-to-
door delivery fee.
MARKETING ASPECT
Target Market Segment
Eatik targets60% Meat lovers, 30% Alcohol Drinkers and 10% health conscious
people.
STRUCTURAL FACTORS
14
Meat loversAlcohol DrinkersHealth Concious
Particular market forces affect the ability of the Eatik to succeed. These forces
are identified below:
Buying Power
With the continuous growth of population each year, there is ample demand
for food industry services.
Threat of Conventional Competitors
There is alreadyconventional competitor who owns business like Eatik mostly in
Laguna and in Angono Rizal. By beginning our efforts in the City of Marikina,Eatik will
exploit an area that has a very strong potential and be known to any other places.
Supplier Power
Suppliers have maximum power over Eatik. When price of supplies increases
or decreases it will affect the operation and affect the performance of the business.
Threat of Substitutes
Potential substitutes are a very real threat. Other Food establishments may
offer a much affordable and quality product that will definitely attract more
customers.
Threat of New Entrants
This threat is significant as there are very few barriers to entry in a food
industry. Food industry do not actually require a diploma of business related course
for you to be able to run the business , although the requirements for starting this
15
businessis a little bit hard due to lots of permits to comply. Fortunately, the size of the
business market should sustain a number of stores.
Eatik will focus on gaining ownership of the idea "Best alternative meat dish" in
the mind of the market. Owning this idea is an expensive task that will have to start
locally and move from one city to another as the company expands.
NEEDS AND WANTS ANALYSIS
This analysis is the answers the question on why did our group chose to
produce a “pulutan” that made from duck meat (itik) instead of using chicken, pork,
or beef meat or making new product that will fit for the competition nowadays. The
proponents chose this study because they know that people are health conscious for
the fats and cholesterol that meat made to their body so the business provide to the
potential customers and consumers a meat that will not give them cholesterol and
can give nutrients by eating it. It is the goal of L.E. Company to provide a healthy way
without even spending too much money and also eat a meat that can give nutrients.
PRODUCT DESCRIPTION
Nowadays people are being conscious for the food that they eat, if it’s healthy
or not. By this factor they always finding an alternative for the usual food they eat
especially into meats that all Filipino wants. Many Filipino are currently watching for
their weight, as well it gives a cholesterol levels that can be associated with the risk
for heart attack and stroke.
16
For this aspect EaTIK find out alternatives that the Filipino people can enjoy
their appetite while having a healthy lifestyle. EaTIK offers usual foods with a twist,
because instead of using a meat of usual like chicken, beef, and pork, it uses a duck
meat. Duck meat is not an everyday food for most Filipino. It's harder to find in stores,
but often served at upscale restaurants. In general, duck meat is fattier than other
fowl meat, with an oilier taste. According to the study, duck meat contains no
carbohydrates, fiber or sugars, but it is rich in protein, iron and B vitamins, which are
essential for the metabolism.
EaTIK offers Caldereta, Roasted duck, and many more that it can be alternative
not just for the usual meat use but also for the appetite that some people always eat
and for the people that has a diet, duck meat has a lower percentage of saturated fats
that for Dietary cholesterol, it also has a higher percentage of mono-unsaturated fat
than saturated fat. Mono-unsaturated fats can help to lower levels of blood
cholesterol, it also has a polyunsaturated fats that contains Omega-6 and Omega-3
that body cannot produce by itself that this essential oils can help reduce cholesterol
especially Omega-3 because it helping hearts to stay healthy and reduce the chances
to cancers. For this aspect the products for Eatik are not only delicious but, also
healthier to other foods.
MARKET SIZE
The full-time permanent population of Riverbanks Mall is slightly more than
16,000 people, growing at an annual rate of 6%. However, the population doubles
during the Sundays and holidays. It is estimated that 90% of the population eat meat,
with 40% eating meat at least 10 times per month.
17
PRICING
o Fried Itik Php140.00
o Calderetang Itik 80.00
o Fried Lamang Loob 60.00
o Balut 13.00
o Penoy 11.00
PROJECTED SALES
Particulars Unit Price Projected unit Sales per day
Total Projected Sales per day
Total Projected Sales per month
Total Projected Sales per year
Fried Itik pc 140 30 4200 126,000 1512000
Caldereta order 80 15 1,200 3,6000 432,000
Fried
laman
loob
order 60 10 600 6,000 72,000
Balut pc 13 15 195 5,850 70,200
Penoy pc 11 15 165 4,950 59,400
TOTALS 4,960 86,400 2145600
18
PROMOTIONAL PROGRAM
The owners want to promote the eaTIK products with different promotional
activities that will get the attention of the prospective consumer.
The promotion will concentrate in the area of Marikina City and some portion
of Cainta, Rizal and Pasig City. The promotional program is putting informational and
directional material; it will remain the proponent prospective consumers all about the
product to locate it. The number one option is tarpaulin; it cost Php 1,500.00 and
addition of acceptance fees to post our tarpaulin in designated area. The proponent
will choose ten areas along Marikina City which is better to post our tarpaulin; the
cost is Php 7, 500.00. On the other hand the proponents will also give fund for the
flyers; the cost is Php 750.00
The business will also have free taste launching to promote the product in the
first week of operation.
Using Social Networking Site
The Business use Social Networking Sites like Facebook, Multiply and Twitter.
Using social media is one of a best idea/strategy on promoting the business. Just
taking pictures, tag your friends, and announce its sale on your facebook album,
instant advertising. According to Philippine statistics, there are currently 25.3 million
Filipino facebook users. The business intend to capture this market, facebook is a
good place to start.
19
Location Map
Fiesta Villa, San Roque, Marikina City
The store will be located at Fiesta Villa, San Roque Marikina City, the location is
a commercial zone because it is near to establishments that people preferred to go
most like malls and bars. The location was preferred because it has a more affordable
rent cost than with the other malls.
Another advantage that could attach thereto is that it is a usual place for
drinkers and a place for those people with a hungry appetite. IN addition, the location
of the store is near with the tricycle terminals and with those people who play
billiards. Thus, such location will bring an of opportunity of getting a huge number of
customers.
Equipment
20
Projected Income Statement and Balance Sheet
21
L.E. CompanyINCOME STATEMENTAs of December 2012
Net Sales 2,145,600Less: Cost of Sales 103500Gross profit from sales 2,042,100.00
Less: Operating and Administrative Expenses:Purchase 99,000Salaries and Wages 560,640.00Marketing Expense 50,255.00Electricity Expense 60,000.00Water Expense 48,000.00LPG Expense 48,000.00Maintenances and repairs Expense 10,000.00Communication Expense 36,000.00Medical Supplies Expense 100.00Other Supplies Expense 8,000.00Office Supplies Expense 1,000.00Kitchen Supplies Expense 4,000.00Cleaning Supplies Expense 1,000.00Depreciation Expense: Furniture and Fixtures 3,040.00Depreciation Expense: Store and Kitchen Equipment 12,750.00 Total Operating and Administrative Expenses 863,705.00Income before income tax 1,178,395Provision for income tax 359794.5Net income 839,520.50
Non Current Assets:Store and kitchen Equipment 37,000.00Accumulated depreciation 12,750.00Furnitures and fixtures 7,440Accumulated depreciation 3,040.00
Total Assets
LIABILITIES AND OWNERS EQUITYLiabilities:
Total Liabilities 0
Owners EquityBerado, Capital 200,000.00Evidor, Capital 200,000.00Gabarda, Capital 200,000.00Manievo, Capital 200,000.00Millare, Capital 200,000.00Net Income 1,178,395
Total liabilities and Owners Equity: 2,194,185.00 2,194,185.00
23
NOTE 1 PURCHASES (RAW MATERIALS)Item/s QTY unit Cost Per Unit Total Costtomato 2 kilo 20.00 40.00cooking oil 2 galon 1,250.00 2,500.00garlic 1 kilo 13.00 13.00onions 3 kilo 50.00 150.00soy sauce 3 pack 120.00 360.00vinegar 5 pack 105.00 525.00fish sauce 5 pack 45.00 225.00tomato sauce 3 pack 80.00 240.00ketchup 3 bottle 52.00 156.00bell pepper 2 kilo 50.00 100.00pickles 3 container 62.00 186.00carrots 5 kilo 70.00 350.00sugar 5 kilo 40.00 200.00salt 5 kilo 20.00 100.00reno 3 230g 35.00 105.00potato 5 kilo 28.00 140.00rice 1/2 sack 1,700.00 850.00itik 30 pc 55.00 1,650.00beverages 4,965.00TOTAL cost per day 12,855.00
NOTE 3: Kitchen Supplies Item/s QTY. per pc Cost Per Unit Total CostSpoon 72 10.00 720.00Fork 72 10.00 720.00Glass 15 75.00 1,125.00Plates 20 80.00 1,600.00Cooking Wares - - 10,000.00TOTAL 14,165.00
NOTE 4: Medical supplies Item/s QTY. per pc Cost Per Unit Total CostAlcohol 1 -500ml 35.00 35.00betadine 1 60ml 50.00 50.00cotton 1-250 g 20.00 20.00band aid 1 box 75.00 75.00
NOTE 5: cleaning Supplies Item/s QTY. per pc Cost Per Unit Total CostAll purpose cleaner 2 bottles 80.00 160.00floor map 1 pc 250.00 250.00Trash bag 5 pack 124.00 620.00Trash bin 2 pcs. 75.00 150.00total 1,180.00
NOTE 6: Other Supplies Item/s QTY. per pc Cost Per Unit Total CostUniforms 14 600.00 8,400.00Fire Extinguisher 3 1,500.00 4,500.00Mask 5 20.00 100.00Hairnet 5 15.00 75.00Apron 7 40.00 280.00Gloves 7 25.00 175.00TOTAL 13,530.00
25
NOTE 7: Rent Expense Rent per day Mothly cost Annual rent expense
500 15,000 180,000
TOTAL 180,000
NOTE 8: Store and Kitchen Equipments Item/s Life Span QTY. Cost Per Unit Total CostFreezer 5 1 15,000.00 15,000.00Gas Range 2 2 1,000.00 2,000.00Cash Register 4 1 5,000.00 5,000.00depp fryer 2 1 15,000.00 15,000.00TOTAL 37,000.00NOTE 9: Salaries and wages
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost of 16 chairs 3,360.00
1 Depreciation for first year 1,680.00 1,680.00 1,680.002 Depreciation for second year 1,680.00 3,360.00 0.00
Depreciation Table- straight line method (Tables)
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost of 4 chairs 4,080.00
1 Depreciation for first year 1,360.00 1,360.00 2,720.002 Depreciation for second year 1,360.00 2,720.00 1,360.003 Depreciation for third year 1,360.00 4,080.00 0.00
28
Depreciation Table- straight line method (Freezer)
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost 15,000.00
1 Depreciation for first year 3,000.00 3,000.00 12,000.002 Depreciation for second year 3,000.00 6,000.00 9,000.003 Depreciation for third year 3,000.00 9,000.00 6,000.004 Depreciation for fourth year 3,000.00 12,000.00 3,000.005 Depreciation for fifth year 3,000.00 15,000.00 0.00
Depreciation Table- straight line method (Gas Range)
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost of 2 Gas Range 2,000.00
1 Depreciation for first year 1,000.00 1,000.00 1,000.002 Depreciation for second year 1,000.00 2,000.00 0.00
Depreciation Table- straight line method (deep fryer)
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost of 2 Gas Range 15,000.00
1 Depreciation for first year 7,500.00 7,500.00 7,500.002 Depreciation for second year 7,500.00 15,000.00 0.00
Depreciation Table- straight line method (Cash Registers)
Year Particulars Depreciation Expense Accum. Depr. Book ValueAcquisition Cost 5,000.00
1 Depreciation for first year 1,250.00 1,250.00 3,750.002 Depreciation for second year 1,250.00 2,500.00 2,500.003 Depreciation for third year 1,250.00 3,750.00 1,250.004 Depreciation for fourth year 1,250.00 5,000.00 0.00
