I.

Executive Summary
Description of the Business
Taterpots, is a mashed potato that has been shaped into a tiny sphere
with cheese, bacon and ham bits inside while covered in breading and
then deep fried.
 Vision
Taterpots envision to provide food that brings an explosion of
flavors and taste that will satisfy their customers.
 Mission
To create a great-tasting, affordable food made from real, natural
ingredients to promote health and well being.

Opportunity and Strategy

Target Market
The target customers of Taterpots are people who are aged thirteen to
thirty, people who are in this age category tend to be more adventurous
than the people who are not. This age category was also chosen because
it is in that age that people often go to malls, where our stalls are located.
It is also in this age that people often try out different types of food for
experience. People who belong to this age category are most likely aware
of their health issues and allergies so as to avoid one from occurring.
Since taterpots’ price is student friendly, this age category is more than
qualified in terms of allowance and income. Taterpots primarily targets
those that are more adventurous with their food intake.

Competitive Advantage
“Unison of Flavors in Every Bite”
Taterpots aim to give their customers a taste that is different
compare to others, flavors that will burst in your mouth in just one bite.

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 Financial Plan: Profitability
Taterpots is a sole proprietorship food company with an initial investment
of 300,000 from the owner. It is expected that the owner will add another
300,000 to its capital to accomodate the things needed to the growing and
expanding business.

Business Proponents
Taterpots is a sole proprietorship business under the supervision of Angel
Millen Hipolito as the owner, Edlan Joab Florendo as the operations
manager, Mark Gabriel Antonio as the finance manager, Katrina
Encarnacion as the sales manager and Jane Cabauatan as the marketing
management staff.

II. Industry Scanning

A. Macro-environment (PEST/External Analysis)
 Political
Trends affect the food industry. Food stalls are also adding healthy
options in their menu in coordination for public health policies, which
affects Taterpots because their food options are not ideally “healthy”.
Therefore, Taterpots must abide by any production regulations
implemented by the government, restrictions in packaging materials.
The business must also be wary of government supported
organizations that push for a healthier lifestyle. Small businesses must
also acquire its own permit issued by the government to become
operational. The increase or decrease of VAT also affects the final
selling price of the product.

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 Economical
Unites States imports its fresh potatoes to us but this year it increased
by 47.6% at around 15,000 metric tons and the demand for potato in
the Philippines is about 745,000 metric tons and because of the
continued increase of the dollar value, the pricing may be affected and
we need to be careful because most people tend to be more cautious
about how they spend their money, The production price of milk, a
vital ingredient in making cheese, has been going up and down for the
past few years, and can affect Taterpot’s amount of income.

 Social/Socio-cultural
It is important to consider having a way of communication and
interaction with the people in our society so our company shows
interest in consumer's attitude and lifestyle changes. They need to
know where do their potential customers live, work and believe
because a business should have a social purpose. The products will
depend on the society. Considering the tastes and fashions that most
consumers want can also help a company’s product. Also, a business
can conduct a market research to know the things that they need to do
and also to be aware of their target market. The average level of
education in a community shapes the interests and sophistication of
consumers. A high percentage of potential customers with some
college education requires more details and explanations in
promotional material. A business must decide whether advertising
brochures should be printed in English alone or English and a second
language. If women are the decision makers in this pool of potential
customers, marketing strategies must be adjusted to appeal to
feminine values and concerns.
Reference groups are family members and relatives, neighbors, friends
and co-workers with whom individuals compare themselves and who
serve as examples in buying habits. Awareness of the major reference

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groups, persons or family structures in a community is essential when
targeting marketing campaigns toward them. Sociocultural factors such
as disposable income are important in deciding whether potential
customers are likely to buy luxury items or whether a marketing plan
that emphasizes low cost and high value for necessities might be more
successful.

 Technological
The present technology is faster and more efficient than before,
especially in the communication aspect with high speed internet and
smart phones. These technological aspects could be used in reaching
the potential customers of Taterpots faster on a daily basis with the
use of the internet in advertising the product via social media platforms
like Facebook and Twitter. The use of these medium would mean
cheaper advertising for the product as against using broadcast and
print media. A website for Taterpots would also be a good idea for
customer exchange of information on a regular basis to know how the
product is doing in the market. The website could also be on how the
product could be improved based on customer comments or
complaints. The internet could also be used for product delivery orders
if that would be incorporated in the future marketing plan.

 Conclusion
We hereby conclude that Taterpots, a business solely owned by an
individual, all factors play a key role for the business. The political
factor affects its selling price as an equivalent for the expense and the
VAT that will also be added into consideration. The economic factor
will heavily affect the hiring of employee, to see which type of people
the business wants, it will also affect the final selling price of the
products, after careful analysis of its target market. Technological
factors offer innovative solutions as to modernizing the shop and gives

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 options to the owner to see what machines are best suited. The socio-
cultural factors affect the likelihood of the product to sell good, if the
consumers are comfortable or attracted to what the business offers.

B. Meso-environment (Competition Analysis)

The setting between the macro and micro opportunities. It shapes the
framework of a business organization.

 Direct and Indirect Competitors

The direct competitors of Taterpots are food businesses that offers
similar concept like Potato Giant, Irish Potato and Taters.

The indirect competitors of Taterpots are Potato Corner, Potato

King. Even though they don’t have the same concept with
Taterpots, they can serve as an alternative.

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  Competition Analysis
Table 1. Competition Analysis
Competitor STRENGTHS WEAKNESSES
Name

POTATO Good location

CORNER Potential to expand Prices are not affordable
Have multiple branches
“crowd’s favorite”

Good location
POTATO Small area
Potential to expand
GIANT Prices are not affordable

Prices are not affordable

Good location
TATERS Located only in
Robinsons Mall
IRISH Good location Prices are not affordable
POTATO Potential to expand Location is hard to find

 Conclusion
To be able to compete with the said competitors, Taterpots need to
come up with things that can attract the customers to have higher
sales than the existing competitors.

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C. Micro-environment (Organizational/Internal Analysis)
 Vision-Mission Statement
“To create a great-tasting, affordable food made from real, natural
ingredients to promote health and well-being.”

The mission of the company in creating Taterpots is to make available

to the consumers a healthy and tasty product made from real and
natural ingredients that will contribute to making the public healthier but
affordable as well. The product is made from 100% mashed potato
with different fillings like cheese, ham and bacon. Although it is fried,
the company uses oil that is natural and cholesterol free. This ensures
the consumers that they will be eating healthy, delicious and high-
quality food.

 Core Values
Quality
The quality of the Taterpots’ product is based on highest standards.
Commitment
Dedicated and commited to reaching the company’s success and
also in giving the customers quality product.
Integrity
The company assures to give the customers the quality of product
that they deserve.
Competitive
Taterpots’ will not stop giving their customers quality products and
will not stop of thinking ways to improve their product each day.
Innovation
Unending possibilities of products and taste.

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 Efficient
The company is capable of producing desired result without
wasting product.
Reliability
Taterpots guarantee you that their products will depend on the
terms of their own standandards and taste.

These are the core values that determine Taterpots. This is our
guidelines to be able to give a good quality service and product to
our customers.

 Management Functions
Angel Millen Hipolito
Owner

Venice Cabigao Mark Gabriel Antonio Edlan Joab Florendo Katrina Encarnacion
Marketing Manager Finance Manager Operations Manager Sales Manager

Jane Cabauatan
Marketing
Management Staff

Brief Position Description with Duties and Responsibilities

 Angel Millen F. Hipolito- Owner/ General Manager
Duties & Responsibilities
Daily job might include reviewing sales reports and
financials, and comparing them to goals set out in short and long
term plans. In general, business owners are responsible for the
growth, stability, direction and daily operation of the business.
Monthly Salary: Php 10,000

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 Edlan Joab Florendo- Operations Manager
Duties & Responsibilities
A senior role which involves overseeing the production of
goods and/or provision of services. His/her job is to make sure an
organization is running as well as it possibly can, with a smooth
efficient service that meets the expectations and needs of
customers and clients.
Monthly Salary: Php 10,000

 Mark Gabriel Antonio- Finance Manager

Duties & Responsibilities
Is responsible for providing financial advice and support to
clients and colleagues to make good business decisions.
Monthly Salary: Php 10,000

 Katrina Encarnacion- Sales Manager

Duties & Responsibilities
He/she directs the team’s focus, set goals, look at data,
motivate and help create training opportunities. He/she works with
large profile customers or with customer complaints, analyze
budgets, and determine ways to streamline and improve the sales
process.
Monthly Salary: Php 10,000

 Venice Loudette Cabigao- Marketing Manager

Duties & Responsibilities
Managing all marketing for the company and activities within
the marketing department. Developing the marketing strategies for
the company in line with the company objectives. Coordinating
markerting campaigns with sales activities.
Monthly Salary: Php 10,000

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  Jane Cabauatan- Marketing Staff
Duties & Responsibilities
Helps the marketing manager in managing all the activities
of the company. Will help in making strategies for the company to
reach its objectives.
Monthly Salary: Php 7,000

SWOT Analysis

Table 2. SWOT Analysis of Taterpots

STRENGTHS WEAKNESSES
-good quality of products -competitors who offers low prices
-new to the eyes of the Filipinos -having limited flavors
-eye catching
-it caters to all age groups like millenials
and seniors who look healthy intakes as
alternative
for their daily diet
OPPORTUNITIES THREATS
-expansion of branches -businesses that offer not entirely the
-to be able to introduce new flavors same concept but similar.
-others can copy our concept and sell it in
lower prices

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 III. Marketing Plan
A. Marketing Goals and Objectives

Table 3. Marketing Goals & Objectives of Taterpots

GOALS OBJECTIVES
Taterpots aim to deliver quality and
quantity consistent product in order for a
customer to be satisified and to voluntarily
come back for another flavorful
experience. Taterpots also strives toward
bringing together not only colors but also
flavors in a unique way of customer’s
choosing.
Taterpots aim to deliver quality consistent
product in order for a customer to be
satisfied and come again for another
flavorsome treat.
To consistently deliver the same and never
fading unique taste, and still make their
customers achieve awe with their
trademark and unique flavor.
To provide their customers a good quality
of product for the business to earn a
reasonable return on their investment
while satisfying the need of their
customers.

B. Market Research and Analysis

C. Target Market
 Demographic
Taterpots’ Target Customers are all ages because it is for everyone
to taste the delicious product that the company offers and for
People who are interested in potatoes and affordable snacks. Most
of them came from middle to upper class. We don’t focus on
specific age because most of the people love potatoes and they are
interested in Food Trips and Loved to post or make blog on their
social media account with that Taterpots will be noticed by other
people and perhaps they will be tempted to try it too.

 Psychographic
Foods made from potatoes are loved by people today in all season.
Most Filipinos loved foods from potatoes and enjoyed it all year
around. It shows today that all ages as young as 2 years old and
folks as mature as 80 and up loves potatoes. Parents have also
been preparing potato dishes for their children because it is healthy

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 and delicious. This opportunity will help our Product to be stable
and to be loved by people in all ages. With different flavors people
can enjoy the taste of Taterpots. The Place and food that Taterpots’
offer are just right for all ages specially young students and
professionals to patronize.

 Geographic
The geographic market of Taterpots are the urban areas where the
target market aged 13 to 30 years old lived and work. They also
liked to go to the malls therefore the market segmentation will focus
on these target market and develop strategies for selling to them.
These geographic segment was chosen because the youth usually
eat out and young professionals have the resources to spend on
food that they like. Also since Taterpots could be eaten on the go, it
will appeal to these urbanites who are always active. As such, the
marketing plan will focus on the geographic segment chosen where
the target market members will likely buy the product

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D. Brand Name and Value Proposition

Taterpots is a stuffed mashed potato shaped into a sphere with cheese,

bacon and ham bits. The product will be covered in breading, and will be
deep fried until golden brown. Taterpots aims to give our customers a taste
that is different compare to others. Simple but full of flavors in every bite. We
made this tag line “Unison of flavors in every bite” for our customers to
recognize our product through making this tag line.

E. Marketing Mix
 Product
Taterpots is a product we offer to the people who love to try new
things in the food industry. Taterpots is a stuffed mashed potato
that has been shaped into a sphere and has its special filling inside,
the filling includes cheese, bacon and ham. The product will be
covered in breading and will be deep fried until golden brown. This
product will give a new twist on how people look at potato.
 Price
Taterpots is very affordable that anyone can buy and taste it. Price
ranges from 45-55 pesos only

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  Place
The goods will be sold directly to the customers. The product will be
sold at the mall kiosks because it is where people can easily find
and buy the product.
 Promotion
Taterpots will have four strategies in promoting their product which
are; Flyers, Social Media Advertisements, Posters and Magazine
Advertisments. Flyers , to gain awareness of the product, flyers will
be given/ distributed inside the malls where the branches of
Taterpots are located. Social Media Advertisements, Taterpot’s
strategy is to have publicity online that can result for the people to
know the product. Posters, Taterpots are aware that some stores
do put up posters inside the malls for people to see their product,
Taterpots will use such strategy to be known by other people easily.
Magazine Advertisements, Taterpots will make their possible
customers aware of their product by putting up advertisements on
magazines.

F. Corporate Social Responsibility (Benedictine Hallmarks)

Taterpots not only aims to have profit but we aim to help others in need.
Every purchase of our product 3% of it will go to Home of Joy Orphanage.
10% of our net proceeds will also go to Home of joy Orphanage to help
children who needs care and support. Taterpots will be open for donations
like old toys, old clothes that can help the young children in the
orphanage. The goal of Taterpots is to share and give love to the children
in need. Taterpots practices stewardship by being an advocate in helping
to preserve the beauty of mother earth. We will have a day that we will not
be using plastic cups instead we will us biodegradable cups to help save
mother earth. Also we will give a reward to those who will use their own
cup when they purchase our product.

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IV. Operations Plan
A. Operational Objectives (QDP)
We aim to be quality-oriented business through the following objectives:
provide customers with excellent service and product in terms of the taste
of the Taterpots and the unique concept that can attract their eyes as well
as their appetite.

QDP
Quality. Taterpots offers mashed potatoes that were shaped into small
spheres that comes with a variety of fillings such as cheese, ham, and
bacon.

Delivery. Taterpots will be store-based. Everyone can buy the delicious

Taterpots in the branches that we will open. It will be open from 10am to
10pm daily.

Price. Taterpots has different prices for different combos. Taterpots that
will be served in a cup with 6 pieces will be sold at 45.00 pesos while
Taterpots that will be served in a cup with 6 pieces and a refreshing drink
will be sold at 55.00 pesos, the prices of our product is within the target
market’s budget.

Conclusion: Taterpots will offer mashed potatoes that is shaped into

small spheres that comes with a variety of fillings such as cheese, ham,
and bacon and will be sold from 10am to 10pm daily. Taterpots will be
sold for 45.00 pesos for 6 pieces and 55.00 pesos for 6 pieces Taterpots
and a drink.

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B. Operating Cycle (operations of the company discussed briefly)
The average period of time required for a business to make an initial
outlay of cash to produce goods, sell the goods, and receive cash from
customers in exchange for the goods.

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  Pre-operational Process
The preparation of the materials to be used, cleaning up the store
and everything that needs to be done before the day starts

When the employee check in, the priority will be the cleaning and
preparing the materials (Both utensils and machines), setting up
everything else.

Prepare materials Broom, detergent soap,

dustpan, clothes

Sweep the floor Broom, dustpan

Throwing of dust
Trash Can

Put materials in storage

Cloth, dishwashing
Wiping of tables
soap and water

Wipe table with dry

cloth

Sign the log book that the

activity has been done
Clean the preparation
table Dry cloth

Wash hands
Clean the counter
Water, soap, cloth

Wash hands Water, soap

Record to the log
book Log
Prepare ingredients book

Get the ingredients

Prepare the inventory needed
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  Production Process (Manufacturing of goods)
Process of combining various material inputs and immaterial inputs
(plans, know-how) in order to make something for consumption (the
output). It is the act of creating output, a good service which has
value contributes to utility of individuals.

The Flowchart Below shows the process on how we are making our
delicious Taterpots.

Mashed Potatoes, Eggs, Onion Leeks,

Prepare the ingredients
Bacon, Cheese, Bread Crumbs,
Seasonings

Mix the ingredients

Shape them into small balls

Fry

Put the Taterpots into the cups

Add Condiments Ketchup and Mayonnaise or Ranch

Serve

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 Selling Process (Distribution Method)
Essentially the series of steps followed by a salesperson while
selling a product.

The flowchart shows the preparation of the supplies, ingredients

until it reaches the customers.

Supplies/ingredients:
Accepting the deliver
of the ingredients and Fresh Potatoes, Eggs,
Baconsupply
Ham, Cheese, Salt,
Pepper,
Checking if there is .
any damage in the Chili Powder, Onion Leeks
delivered ingredients
and supply

Record the ingredients in

the inventory

Put the stocks in the

stock room

Get the supplies and

ingredients needed

Record it in the
inventory

Ingredients will undergo

preparation and
manufacturing

Negotiate with customers

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  Service Delivery and Payment Process
Series of steps in delivering the product and paying for the product.

Payment process is when the customer makes a payment upon

ordering the product needed at the cashier of the restaurant. This is
usually the case in fast food places and the price is fixed so the
client will know beforehand how much to spend. The service
delivery is when the client enters the place, selects the product
needed then proceeds to order and then makes the purchase. The
critical part is the length of time between the ordering and payment
and the actual delivery of the food to the client.

Enter the Outlet: Receive order

Customer Impression
Prepare materials

Look for a seat

Process order

Occupies vacant seat or

wait
Assemble order

Goes to the counter

and places an order Deliver order
and makes payment

Receive payment
Collects the order

Takes the seat and

enjoys the food

Leaves the outlet

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  Post-Operational Process
Process of cleaning and organizing the store before the day ends.

After a day of work, all used utensils must be washed so that no

germs would evolve and also for another day of work to be safe
and satisfying.

Materials:
Preparation of
materials Dishwashing soap, Hand soap, water, Sponges, Dry cloth,
Trash can

Water, Hand soap, Dry cloth

Wash Hands

Clean the machine Water, Dish washing soap, Dry cloth

Clean the utensils Water, Dish washing soap, dry cloth

used

Wash Hands Water, Hand soap, Dry cloth

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  Cleaning of the production area

After a day of working, the production area will be cleaned and

no dirt will be left behind for another day of clean service.

Materials:
Preparation of
materials Gloves, Soap, Water, Rags, Broom, Mop, Dustpan, Trashcan

Put on Gloves

Clean the working Water, Rags

space

Sweep the floor Broom, Dust pan, Trash can

Mop the floor Water, Soap, Mop

Put all the materials

in one spot

Throw out the Gloves Trash Can

Close for the day

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A. Recruitment

The imminent success of a certain business rests only in its ability to

make money but also in having the right people. In order to source out
the right people, it is vital to set up an effective hiring program that will
conform to the nature of the business engaged in.

 Guidelines and Advertising

Guidelines on recruitment of employees
- Have the necessary knowledge, skill and abilities to perform a
specific job
- Flexible, can work with a team
- Ability to surpass any difficulties she/he encounters
- With very good communication skills
- Good with people

Advertising
Recruitment can take in many forms, subject only to the budget set
by the management.
- Employment agencies
- Online advertising
- Hanging signboard
- Referrals

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  Job Description
Stated with a formal account of an employee’s responsibilities.

Table 5. Job Description

Job Title Compensation and Work Schedule Duties
Benefits
Crew -benefited with sss, -work days will be -will help in selling
insurance and weekdays and the product
philhealth weekends -will help to prepare
-monthly salary: -working hours: the product
5,000 9am-10 pm
-will have a day off
once a week
Cashier -benefited with sss, -work days will be -will be in charge in
insurance and weekdays and getting the
philhealth weekends payments of the
-monthly salary: -working hours: 9am customers
5,000 to 10pm -will entertain the
-Sunday will serve customers for their
as rest day orders and
questions
Operations Staff -benefited with sss, -work days will be -will help the
insurance and weekdays and operations manager
philhealth weekends to think of ways on
-monthly salary: -working hours: 9am how to operate the
7,000 to 8pm business
-Sunday will serve
as rest day
Sales Staff -benefited with sss, -work days will be -will help the finance
insurance and weekdays and manager to finance
philhealth weekends the money of the
-monthly salary: -working hours: 9am company
7,000 to 8pm
-Sunday will serve
as rest day

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  Employee Qualification
Special skils, knowledge, or ability that makes someone suitable for
a particular job or activity.

Table 6. Employee Qualification

Position Educational Background Work Experience
and Specific
Skills/Knowledge
Crew -can communicate easily with -worked with any fast
people food or food service
-physically fit, pleasing before
personality -those without experience
-fast worker are still qualified as
training will be provided
cashier - can communicate easily -with experience of being
with people a cashier
- physically fit, pleasing -worked with any stores
personality before
-fast worker -those without experience
are still qualified as
training will be provided
Operations Staff -preferably has a degree in -worked as a member of
Business Administration operations staff or
major in Operations operations manager of
Management any industry
Sales Staff -preferably has a degree in -worked as a member of
Business Administration finance staff or as a
major in Sales Operation finance manager of any
industry

 Retaining and Rewarding

Employee incentive and recognition is important to motivate
employees in their job, it is also essential to build trust and open
communication among the employees and owners/managers to
make the workplace a diversified place to work in.

The proponents’ recognition includes incentives such as 10%

commission when they get a chance to sell 300 qty of our product
every month. Everyone will have a chance to the “worker of the
month”. They will be recognize in the employees monthly meeting.

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V. Financial Plan
A. Financial Objectives
We aim to exceed our yearly income every year, in order to build up our
business even more. We want to achieve financial stability by exceeding our
beginning balance at the end of each year and still have allowace for
additional expenses.
- Profitability- we aim to earn a reasonable income to get more
than what we had initially planned.
- Minimization of cost- we plan to lessen the cost to make each
item we have so the profit that we receive will increase.

B. Sources of Financing
Initial Capital Considerations
Government Applications and Permits
- Business Permit: Php 1,000
- TIN Certificate: Php 500
- Barangay Clearance: Php 50

Purchase of Equipment
- 2 fryers: 10,000

One month supply of goods (inventory)

- Wholesale potatoes- Php 7,000
- Wholesale eggs- Php 3,000
- Wholesale bacon- Php 5,000
- Wholesale ham- Php 4,000

Operation Expense
- Advertisement: Php 5,000
- Rent: Php 25,000

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C. Income Statement

a financial statement that reports a company's financial performance over

a specific accounting period. Financial performance is assessed by giving
a summary of how the business incurs its revenues and expenses through
both operating and non-operating activities.

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REFERENCES:

by Billie Nordmeyer, studioD

http://smallbusiness.chron.com/microenvironment-marketing-22920.html

http://www.premierepeople-ni.com/resources/why-is-recruitment-important

http://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/2069-selling- process.html

December 3, 2015
http://www.mixph.com/a-growing-industry-in-food-business/

http://www.businessdictionary.com/definition/microenvironment.html

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