BUSINESS PLAN

#1 Esperanza Street Hilltop Mansion Heights, Greater Lagro, Quezon City,1100 Metro Manila

You can contact us through:

www.facebook.com/HappyCookies.com
www.twitter.com/HappyCookies.com
www.instagram/HappyCookies.com

You can also reach us at:

Cellphone #: 0947 – 599 –9953
Telephone #:419 – 50 – 26

Presented/Prepared by:
DE LEON. JEFERSON E.
DELMAR, JASON
SERENAS, INA MARIE
VICTORIA, GILBERT
 Mission
To offer perfect homemade style cookies with different and exceptional design. But the mission
for Happy Cookies is not about the aesthetic of the cookies but also to experience the savor.
We connect with the community by designing these cookies, not only with our own design,
but also with the customer’s preference and sharing our craft.

Vision
To create exceptional homemade style cookies that taste incredible and embody a unique
artistry.

Objectives
• To establish a business that people can enjoy.
• Provide cookies will want to eat over and over again, while also maintaining a quality and
attractive look for each product sold.
• To develop a full menu by the end of the second quarter
• To develop the strong presence in the community needed to support sales goals.
 TABLE OF CONTENTS

Executive Summary 2

Description of the Business, Products and 3

Service

Marketing Strategies 5

Analysis of the Competition 7

Operations and Management 9

Financial Data 10

Supporting Documents 12
 Executive Summary

Happy Cookies is a start-up cookie retail food stall located just outside Our Lady of Fatima
(Quezon City branch). Our plan is to build a strong market position in the place and to
manipulate our location to our utmost advantage. Our small business expects to catch the
interest of a regular loyal customer base with its broad variety of creative designed cookies.

What makes our business stand out from the others is that we have this thing called “design
your own cookie” where customers can design their own cookies. Happy Cookies caters to all of
its customer by providing each cookies made to suit the customer, down to the smallest detail.

Happy Cookies is a partnership type of business and functional type of organization. Presence
of more owners may result to efficient operation of the business and Easy to form because
partnerships are subject to less legal formalities and expenses. Functional type of organization
greatly fits the overall operation of the business. This is effective and efficient from the partners
to the employees of the organization as the work is divided into specialized functions.
We, the owners, have the skills, expertise and capitalize to make this business succeed.

Motto/Tagline:
“Stunning design. Exceptional taste”

The motto/tagline and the logo are dedicated to the pleasures of the tooth and creative mind
alike.
 Description of the Business, Products
and Services
Happy Cookies is considered as small bakery. We will provide freshly prepared pastry products
at all times during business operations. Six to eight moderate batches of pastry products with
different designs on top are prepared during the day to assure fresh cookie goods are always
available.
Happy Cookies will several designed cookies. Happy Cookies offers different and exceptional
design cookies. Customers also have the option to customize their own cookies for reasonable
price.
In addition to cookies, Happy Cookies will also serve a variety of beverages such as; bottled
water, sodas and frappes.
How Happy Cookies are made?
Step 1: Preheat oven to 350° F.
Step 2: In the bowl of your mixer cream butter and sugar until smooth, at least 3
minutes
Step 3: Beat in extracts and egg.
Step 4: In a separate bowl combine baking powder and salt with flour and add a little
at a time to the wet ingredients. The dough will be very stiff. If it becomes too stiff for
your mixer turn out the dough onto a countertop surface. Wet your hands and finish
off kneading the dough by hand.
Step 5: DO NOT CHILL THE DOUGH. Divide into workable batches, roll out onto a
floured surface and cut. You want these cookies to be on the thicker side (closer to
1/4 inch rather than 1/8).
Step 6: Bake at 350 for 6-8 minutes. Let cool on the cookie sheet until firm enough
to transfer to a cooling rack.
Step 7: Decorate cookies. Melt different colored candy according to package directions. Add
small drop of water to melted candy to thicken to writing consistency, adding more if
necessary (if candy becomes too thick, add fresh bright white candy melts to thin it out.)
Prepare decorating bag with tip 1 and white candy. Write messages on cookies. Chill until
set, about 5 minutes.

Ingredients:
 unsalted butter  egg
 granulated white sugar  baking powder
 vanilla extract  all-purpose flour
 almond extract  candy, toppings
 MARKET STRATEGIES
DEFINITION OF THE MARKET
SALES

COMPANY 50,000 units

A

COMPANY
B 65,000 units

COMPANY
C 80,000 units

COMPANY
D 100,000 units

THE MARKET FOR PRODUCT X 205,000

units

Number of prospects in the target market 10, 000 students, employees and residents
Frequency of purchase per year (average) 40 time
Total number of purchases per year 40, 000
Average payment per purchase P 1000
Projected total industry sales per year P 4, 000, 000
Percentage the firm can attain 10 %
THE FIRM’S MARKET SHARE P 2, 000, 000
 Positioning Strategy
What makes our business stand out from the others is that we have this feature called “design
your own cookie” where customers can design their own cookies. Customers have the option to
add more design like sprinkles, candies and chocolate for additional fee. We can also make the
design for them if they wish too.
The development of the product will be self-made meaning that the product will be made by
our company only. All these things will make our product stand out more and give other
companies a competitive edge.
Happy Cookies caters to all of its customer by providing each cookies made to suit the
customer, down to the smallest detail.

Pricing Strategy
Happy Cookies pricing will be moderate so customers feel they received great value when patronizing
the store. Things that make our product stand out from the others are the price as customer’s can
design their own by choosing the toppings or other stuff per item fee (Cost plus pricing). We will ensure
that customers will get what they paid for.

Distribution Strategy
The business will sell directly to our customers. With this, the channel of distribution and sales is
“Direct Sales Channel”. The business will produce the product and be sell to the ultimate user or the
customers.

Promotion Strategy
Happy Cookies expects its target market to be students and employees within the vicinity. The
company’s promotions strategy to reach these individuals:

Intensive social media advertising

- Nowadays, people in general are more active in social media. It’s easier to reach out to potential
buyers through Facebook, Instagram and Twitter.

- Hiring a social media influencer is a great way to promote our product.

Sampling

- Happy Cookies will initially give free food samples to passerby’s to enable them to taste the
quality of our products and learn about us.

Pre-opening events

- Before opening the store, Happy Cookies will organize pre-opening events designed for
prospective customers, local merchants and press contacts. These events will create buzz and
awareness for Happy Cookies in the area.
 ANALYSIS OF COMPETITION
Area competition is very small for the cookies business. The business competition around the
area consists mainly of BreadTalk and Banapple located in SM Fairview and Ayala Fairview
Terraces which serve various pastry and baked products and beverages. There are few small
bakery shop as well.
Although these bakeries and pastry shops have an established in position in the marketplace,
none are quite like Happy Cookies, We are offering customers a completely new experience.
Nowhere else will they find an attractive cookie right in front of them. Customers get to design
their cookies as well if they wish to.
Our eye-catching “Design Your Own Cookie” will definitely gain popularity in the long run.

COMPARISON OF THE STRENGTHS

AND WEAKNESSES

Key Assets and Our Company Competitor A Competitor B

skills (Happy Cookies) (Breadtalk) (Banapple)

Superior product Strength Strength Strength

Good business Strength Strength Strength

location

Strong sales team Weakness Strength Strength

Strong Financial Strength Strength Strength

capacity
 OPERATIONS AND MANAGEMENT
Happy Cookies will be slow to hire people in the first few years of operation, but very loyal to
those who are hired. As the company grows, new employees will be trained and supervised by
the pioneers who have been promoted to a leadership position. It is our belief that employees
who are dedicated to the success of Happy Cookies should be rewarded. They will be the
leaders in our future store developments.
Happy Cookies intends to promote from within and reward the best employees with leadership
roles. Our employment goal is 4 with a goal to increase to 7 by the end of this year, 10 the
second year and 12 the third year. We realize that this is very aggressive staffing, but intend to
hire culinary professionals who are used to the demands of the baking/pastry business. By this
hiring philosophy, we will be able to operate with fewer, but more productive employees and
reward them accordingly. From that point we intend to increase the responsibilities of each
employee as opposed to hiring more people. Thereby rewarding those who have worked hard
to establish Happy Cookies as a superior dessert shop. These people will then be vital in our
expansion as we open new stores.

FORMS OF BUSINESS OWNERSHIP

We chose the partnership type of business as this is the suitable for our business. There are
advantages and disadvantages in this form of ownership that shall be presented.
Advantages

1. Easy to form because partnerships are subject to less legal formalities and expenses.

2. Presence of more owners may result to efficient operation of the business.

3. At ease to raise capital compared to sole proprietorship as there are more than one
investor.

4. Employees may be encouraged and be enticed to the business by the incentives to become
a partner.

5. The shared ability and resources of partners are bases of the business strengths

Disadvantages

1. There may be dissolution of partnership by any personal rifts between partners, may it be a
death of a partner, financial incapacity, and others.

2. The conflicts and lack of harmony among the partners may not be beneficial for the business
because of different opinions by each partner.

3. Partners have unlimited liabilities for partnership debts.

 MANAGEMENT

OWNER:

De Leon, Jeferson E.

SUPERVISOR: BOOK KEEPER:

Delmar, Jason Victoria, Gilbert Asher

PASTRY CHEF: COUNTER SALES PERSON:

Alcovs, CJ Serenas, Marie

Victoria, Gilber
 SWOT ANALYSIS
STRENGTH
 Limited competition in the
area
 Very high gross margins
 Highly visible social media
accounts
 Limited start up risk
OPPURTUNITIES
 Continued expansion of
different cookie products
 Ability to develop
additional stores
 Affiliate relations with
related vendors
 Development of wholesale
distribution relationships
WEAKNESS
 Competitors can offer
similar products quickly
 Limited start-up costs
 Limited flexibility in
pricing
 Limited products
THREATS
 Increase in price inputs
can cause upward
pricing
 Introduction to
developing markets
may cause financial
burden for creating
awareness about the
product category
 SUPPORTING DOCUMENTS
The following are five essential business permits and licenses that are required to commence a
business in the Philippines:

1. Bureau of Internal Revenue (BIR)

This is the most important requirement of all, because this is necessary to acquire other
permits and licenses. All Philippine-based businesses, individually owned or corporation, must
submit a tax statement at the end of each fiscal year; thus, having a tax identification number
(TIN) is crucial.
2. Barangay Clearance

This clearance certifies that your business complies with the requirements of the local barangay
where your business will operate.

This clearance certifies that your business complies with the requirements of the local barangay
where your business will operate.
3. Department of Trade and Industry (DTI) Business Name (BN)
Registration Certificate

Obtaining a registration certificate from DTI is also important. This certificate authorizes you to
use your own trading name for any business-related operation. It also secures your name from
being used by someone else. Although you are given a right over your business name, running a
business without TIN, barangay clearance, or other licenses is useless.
4. Mayor’s Permit / Business Permit

Mayor’s permit is sometimes referred to as business permit, since it is processed in the office of
the mayor. Since all cities have different ordinances, securing a mayor’s permit ensures that
your business is safe to operate under your city’s ordinance. Take note that receiving a mayor’s
permit can only be done after registering your business with DTI (for self-employed individuals)
and Securities and Exchange Commission (SEC; for corporations and partnerships). Mayor’s
permit needs to be renewed annually.
5. SEC Registration Certificate

If your business involves two or more persons and have an agreement to contribute time,
money, or property, your business falls under the corporation or partnership categories.
Corporations, either stock or nonstock, must obtain a SEC certificate to be considered legal.
 FINANCIAL DATA AND SALES FORECAST

FINANCIAL PROJECTION WORKSHEET

Projected Revenues
Anticipated number of cookies
served 420 Box / 6 days
Average gross revenue per box of P30.00
cookie
Total weekly gross revenue: P12,600
Projected Fixed Costs
Space Rental P10,000
Loan payments on equipment NONE
Utilities: P250.00/weekly
(electricity, water) (P1,000/monthly)
P125.00/weekly
(500/monthly)

Personnel costs P1,200/weekly

(3,900/monthly)
x 2 personnel
Total weekly fixed costs: P11,100
Projected Variable Costs
Product wholesale costs P150.00/5pcs
P150.00
x 10pack/day
Temporary Service Staff NONE
Total weekly variable costs P9,000
Expected Profits
Total weekly profits
P32,700
= P21,600