Part 1. Retail Business Description a. Come up with a name for the business. Sweet Greens b.

Describe the reason for choosing the name. Sweet Greens, as the name states, is organic retail store. These days, Green is a symbol of being eco-friendly which is healthy to both humans and the environment. And sweet refers to the confectionary product made by vegetable were offering and together; Sweet Greens is a combination of Sweets with a healthy twist. c. Come up with logos and taglines.

d. Mission/vision Our mission is to operate the best retail store business nationwide and to provide healthy organic mix confectionery with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. Our vision is too be the largest retailer and maker of finest healthy organic mix confectionery nationwide and internationally. e. Capital Requirement and Source of funds Requirement Equipment/ Machinery Rent Business Permit/license Signage Media Professional service Cleaning supplies Furniture/fittings Capital Requirement
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Cost P650,000.00 P28,350.00 P10,000.00 P5,000.00 P745,000.00 P40,000.00 P5,000.00 P10,000.00 P1, 493,350.00

Our Store might raise new funds from the following sources: The capital markets:

i) New share issues, for example, by acquiring our stock market listing for the first time ii) Rights issues Loan stock Retained earnings Bank borrowing Government sources Business expansion scheme funds Venture capital

f. ROI analysis We assume that our retail store will gain P2, 400,000.00 up to P3, 600,000.00/year. It is according to 2000 possible target markets that we will have multiply by the price P80-P150/grams depend to the variants. (Return Investment) Investment

P2, 400,000-1,582,850 P1, 582,850

= 2,399,999.00

But we will assume that our profit is P1, 877,000 only even if theres P 2, 399,999 returns on investment because of the excluded taxes and rental fee.

g. What type of retailer are you? Basically, Sweet Greens is a retail store that can be found in Malls. It is a food retailer that sells food to the public.

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h. Type of merchandise offered Sweet Greens offers mix confectionery like organic candies, gummies, and lollipops. It is a retail store which offers merchandise assortment that is present different items in single category merchandise. j. Who is your market? Provide a detailed description of your market (behavior and patterns in term of buying, expectations and after sales service) Our primary target market will be young children ages 3-12 specifically School Age Children and Tweens. This market has a great purchase influence in a family. They are becoming the target of marketing and advertising because they are easy to persuade and to influence. They have the influence on their parents spending by the nag factor that kids are doing to their parents. The behavior of our target market is kids who love to play, who would often like to visit malls and kids that loves vegetables. For sure, every children love sweets, and the major challenge that our company will be facing is to convince them to try a healthy version of sweets and candies. For our product, kids will be expecting that our product is really pure candy with lots of sugars and sweet ingredients not knowing that it is made from 100% fresh vegetables and natural sweeteners. They like to experiment on things, they want to get everything that they want and they like to make things the way that they want it. Our second target market will be the parents (Generation X: 32-47 years of age). These are parents who are family oriented, better educated and would like to give their children what is nutritious and what is best. By targeting them, there will be a great chance that these parents will choose our product over the other candy shops that offers candies and sweets that are high in sugar and are not healthy. Since they are better educated, they know that our candies and sweets are far better than the others because our product have more nutritive value. That is why they will prefer our products and offer it to their kids. They are family oriented and most likely, they will give their kids everything that they want and what they demand from their parents. They expect that our product will not cause harm to their kids in terms of their health and lifestyle.

k. What are your bases for competitive advantage? For our competitive advantage, we have the healthy organic version of candies that contains a lot of vitamins like A, B, B6, D, E, K, minerals, zinc, protein and iron that is for antibodies in the immune system . We have the healthiest, the freshest and the most nutritious products compared to other candy store. Our product is guaranteed safe and with nutritive
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value made from fresh vegetables from Baguio and made from natural sweeteners and no artificial flavor. Since the trend nowadays is living a healthy lifestyle, many people will be curious about our product and there is a great possibility of trial and purchase. This will be strong competitive advantage for us because we directly respond to the global demand that all consumers are looking for, and that is good food and healthy lifestyle. With our product, kids will also learn to take care of themselves and watch out for things that they eat. They will be knowledgeable about their body, their health and the nutrition that they need for everyday. They will be well-informed and will be enlightened with healthy things and food that are good for them. With the help of influence by their parents, they will learn how to be healthy and will now know that they should choose. We base our competitive advantage to the global demand of healthy food. Even though our product is considered as candy, they have the nutrients that other candies dont posses. Many kids nowadays are becoming obese and our product will be the best for them because our product is fat-free, sugar-free and with no preservatives. Our product is untouched that is why customers are rest assured that each product is free from harmful chemicals. Not only that our product is guaranteed fresh, but also we are able to help people to have a good and decent job and can contribute to lessen the unemployment in country Philippines. Part 2. Market and Retail a. Site Where will be business be located? Our business will be located in malls specifically in SM Mall of Asia, particularly in beside in the Amusement Centers (Toms World), Children Centers, and in front of Hypermarket. b. Rationalize the choice of location. Since that mall is usually where parents hang-out with their kids, it is suitable that we put our store in places that kids would love to go. Kids are our target consumers, and malls are the place that they would usually go to play, eat and stroll with their family. We all know that pre-school children are a lucrative market segment because of their purchasing influence. And as a retailer targeting this market segment, we took advantage on where these children are. And we came up by placing our store in a place where they can easily see our shop and quickly persuade their moms to buy, and moms will take a look on our shop and will see that our shop is a healthy store that will benefit the kids and this will lead to purchase.

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For Supermarkets, our choice of location is perfect for impulse buying. When parents would go to malls for shopping or to buy groceries and bring their kids with them, there is a great chance that we will attract kids to buy our product and visit our store if we put it outside the entrance/exit of supermarkets. We are trying to target the kids since they have the great influence in buying process of a family and because our product is purposely intended for them. Our store is also near at Children Centers that is a great chance that kids will be enticed to purchase and go our store. After playing in Children Centers where parents usually leave their kids while strolling in the mall or going to supermarket for grocery, when their parents would pick them up after, kids would usually ask something from their parents and our product will be a great choice because it is the first shop that the kids will see. It is also nearby the Amusement Centers like Toms World at SM Mall of Asia. Kids usually go to amusement centers to play games, for entertainment and to have fun, and it is where kids can be seen most of the time. From this place, they can easily found our store. c. Who are the retailers nearby? What type of products/services do they provide? Who will be competitors within the location? Describe the competition. The main retailers nearby will yellow Book less, waffle kiosk, Buko Express, and many more. They are also seen in places near the entrance and exit of supermarkets, amusement centers and children centers. They offer ice creams, waffles and different flavored beverages that will look also enticing to the kids. Book less- is the countrys biggest source of low-priced unused, as well as previously owned, books bargain publications from the U.S., Canada, Australia and the UK. And is also a major distributor of locally-printed slick Pinoy magazines in both English and Filipino. Waffle time- is the first and original purveyor of quality waffles in a cart, with a vast selection of delicious and exciting flavors to choose from. Buko Express- it is certainly address the needs of people who are health conscious which consist in chilling the juice soon after it was extracted without needing to add ice or cold water. Buko
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Express also introducing freshly blended Buko Shake a new choice to those People who have a healthy life. In addition, there will be no competitors within the location, because the retail store nearby are catering different products and services. d. How is the traffic flow? Is it accessible? The traffic flow will be heavy due to the Ice Skating Rink backside of our store which is usually a destination of the kids; the Toms world beside in our store and the Supermarkets fronting of our store will also bring traffic flow because we all know that this place where kids and tweens play and buying their grocery . We expect heavy traffic flow because field trips usually include kids and tweens. And the best part is the entrance/exit way is in front of our shop and by this, they can easily see our shop. Yes it is accessible, because it is near the road behind the mall which is the Seaside Boulevard and the road between the 2 mall buildings which is the ocean drive. And is accessible whether by foot or by vehicle. e. How many vehicles usually pass by? Many private vehicles pass by the either roads nearby our retail store, it will also be a gateway for personal and private cars when they unload children inside to go to the Ice skating rink. It is also an ideal location because vehicles can stop there because of the supermarket where they can load their shopping items in their car. How is vehicular traffic and road congestion in the area?

Vehicular traffic is fair because of the traffic enforcers that keep the area traffic free. Many vehicles usually pass by because it is a passage when going to the other side of the mall. How is pedestrian traffic?

Pedestrian traffic is heavy because of many establishments that filled the area. And because it is a mall, and is the largest in the country, we expect heavy foot traffic. How many persons usually pass by?

The mall estimated average foot traffic of about 200,000 people. Almost all of this people may pass by the area and may see our shop.
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Is there available public transportation near the location?

No available public transportation near or front of our store because the public transportation terminal is only found in front of the mall and were located on the North wing corner of the mall. f. What are the restrictions in the location? In Mall of Asia, there are restrictions for renting a kiosk. The following are the basic restrictions in MOA: Restricting competition it restricts the number of retailers selling items that compete with retailers already in the mall. They want to make sure those candies that we offer meet a particular price point, or that we only offer particular products and services, so that competition within the overall commercial property is balanced. Mall management wants a variety of vendors in their kiosk spaces to draw larger crowds. Restricting the environment the style or demeanor is restricted in which we offer or promote our candies. We are not allowed to create a certain obnoxious environment, or offer services that might adversely affect the rest of the tenants or patrons of the mall. We are restricted from offering alcohol, drugs, gambling products, macabre materials, adult materials, etc. Part of this consideration would also be parking. If your goods/services are likely to cause a parking problem at the facility, such usage might be prohibited in your commercial contract. Restrictions that already exist we are restricted in using a place that existed with the propertys previous owners and/or tenants. Failure to do so could open up legal problems for the landlord. Exclusive restrictions we may negotiate to have exclusive use of the space, protecting our business against competition from other vendors in the commercial space.

g. Describe the location characteristic. Are there parking spaces? Since our primary target market will be young children ages 3-12 specifically School Age Children and Tweens. We decided to locate Sweet Greens in SM Mall of Asia. It is because more than just a Mall, the SM Mall of Asia is a tourist destination that has raised the standard of shopping, leisure and entertainment in the Philippines. Also, it attracts daily average foot traffic of about 200,000 people and the whole mall was
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build of convenience for amenities and services so, with no doubt there is a lot of parking spaces between the target location and the hypermarket. If in mall, how far is it from the entrance and exit? Is it visible from the street if inside a mall? If in a free standing location? Is it in the main road? Will it be easy for the supplier to go to your location?

Sweet Greens will be placed in the main road of the mall going to North Wing. It will be positioned as a Food Kiosk near Toms World and in the right front of the SM Hypermarket. The stall will be easily reaching its target market since it will be located near the main entrance and exit of the mall. Also, its location would also have a competitive advantage because of Ice Skating Rink near the spot, that target kids same with Sweet Greens, they easily found the stores. In addition, the supplier will not find it difficult going to the stall because we provide map shows where the Sweet Greens can be located; the way going to the location is uncomplicated to go to.
Target Location

h. Location size, store size, condition of the building? Mall of Asia has a land area of 42 hectares and has a gross floor area of an approximate 390,193 m (4.2 million square feet) and 407,101 m of total area. The mall is located in Bay City, Pasay City, Philippines near the SM Central Business Park, the Manila Bay and the southern end of EDSA (Epifanio de los Santos Avenue). The whole building was in a good condition and it was very appealing to the consumers.

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The estimated store size of Sweet Greens in the mall is 9 square meters. We did not acquire too much space because it is just a kiosk. We just handle enough size for now for the reason that we are just starting. We also wanted to have attractive stall and if our stall is just enough for what it offers we could easily innovate and re-designed it to satisfy the customer. h. Rental Fee? How much? Taxes in the area? Maintenance cost? Basically, in SM Mall of Asia, the basic rental fee is Php999 per square meter. We will acquire 3x3 meters or 9 square meters for our candy kiosks, so the estimated cost for our rental fee will be 9000php per month. There is also a 5% monthly royalty. In calculation, we estimated cost for our rental fee will be 133,000php yearly. The said mall is asking for 3 months advance and 3 months security and monthly rental is paid every 5th. In addition, there is 12% tax rate in the area.

Maintenance Cost Electricity Water Equipment Staffing / manpower Others/campign Total maintenance cost /month P1,500.00 P1,000.00 P35,000.00 P40,000.00 P30,000,00 P89,500.00

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i. Provide a map of the location?

Show major streets, Location of other retailers and competition

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Street Street

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Legend: Other retailers and competitors of the Sweet Greens

terminals of public transportation

Terminals of public transportation

Terminals in Mall of Asia

UV Express Vans and FXs at MOA Terminal

MOA Transport Terminal Signs

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Multicabs bound for various destinations at MOA

MOA Globe seen from Transport Terminal

Jeepney Queue at MOA Terminal

Part 3. Store Layout and Design

a. Provide a 3 dimensional diorama of the store. b. What is the layout type? The straight floor/store plan is an excellent store layout for most any type of retail store. It makes use of the walls and fixtures to create small spaces within the retail store. The straight floor plan is one of the most economical store designs. c. Where will be equipment and furniture be located? Design signage and graphics. The equipment and furniture can be located inside the stall and the signage can be located at the side where the customers simply notice it.
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d. How will the merchandise be presented? Our merchandise will be presented to our retail store by putting in different size of jars and we use half vision display to easily see our products.

Part 4. Store Management Human Resources

a. How many employees? Since we are just starting, we will only have 8 employees. 1Retail Store Manager, 1assistant store manager, 1administrative retail store assistant, 3Sales/Staff Personnel and 2Driver/Warehouseman. We assume that it is just a new store that only needs enough employees. b. Where will you get the employees? We will be having Employment Opportunities and Hiring. Well going to post the immediate hiring in Manila Bulletin, Classified Ads and in the World Wide Web if possible. c. Organizational Structure
President

Stall Manager (MOA)

Stall Manager Other Stalls (SM North Edsa)

Employees

Assistant Store Manager

Administrative Assistant

Administrative Assistant

Assistant Store Manager

Employees

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d. Job Description and Job Specifications RETAIL STORE MANAGER - work towards meeting personal and location sales metrics and customer satisfaction standards by maximizing the customer's experience. He/she manages all phases of store operations to ensure maximum sales and profitability. He/she also focus on key business initiatives, store presentation, marketing execution, inventory management, loss prevention, payroll management, risk management, and daily operational cost control. Male/Female, 21 to 32 years old Preferably with managing and supervising background Must be a College graduate in any related Business course o Completes store operational requirements by scheduling and assigning employees; following up on work results. o Maintains store staff by recruiting, selecting, orienting, and training employees. o Maintains store staff job results by coaching, counseling, and disciplining employees; planning, monitoring, and appraising job results. o Identifies current and future customer requirements by establishing rapport with potential and actual customers and other persons in a position to understand service requirements. o Ensures availability of merchandise and services by approving contracts; maintaining inventories.

RETAIL STORE ASSSITANT MANAGER- assistant managers take on the responsibilities of a manager and even fill that role when a manager is absent or not on duty. Assistant managers may be needed to oversee offices or departments and maintain control over and responsibility for the entire staff. Male/Female, 21 to 32 years old Preferably with managing and supervising background even if the store manager is absent. Must be a College graduate in any related Business course o Completes store operational requirements by scheduling and assigning employees; following up on work results.

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o Maintains store staff by recruiting, selecting, orienting, and training employees. o Maintains store staff job results by coaching, counseling, and disciplining employees; planning, monitoring, and appraising job results. o Requires a very active and professional outlook. o Must have strong communication skills. o Should be a proactive person and must display leadership skills. He/she has to assist the senior manager, as well as guide and look after the efficiency of the employees that are a part of his/her team.

ADMINISTRATIVE RETAIL STORE ASSISTANTANT- is a person, whose work consists of supporting management, including executives, using a variety of project management, communication & organizational skills. In other situations a secretary is an officer of a society or organization who deals with correspondence, admits new members and organizes official meetings and events. Female, 19 to 25 years old College graduate in any business course o Flexibility to work in accordance with demands of the duties involved. o Recognized qualifications in word processing/typewriting and administrative skills. o Ability to use data bases and spreadsheets. o Ability to communicate effectively, both orally and in writing, through the medium of English. o Has experience of working in an office environment. o Has experience of working with financial and personnel records.

SALES STAFF/STORE PERSONNEL - responsible for finding potential customers and persuading these customers to purchase the company's goods.
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Female, 17 to 25 years old At least High School graduate Can work on full time basis With pleasing personality and good communication skills

Has a strong drive to work Willing to be assigned in the designated area Willing to work long hours

DRIVER/WAREHOUSEMAN generally required performing many duties every day. They are the one who is responsible for the goods inside the warehouse. Male, 18-34 years old At least HS graduate Must have a Drivers License Can work on full time basis Preferably with warehousing background Willing to be assigned in the designated area

e. Salaries and benefits that you will provide. All Sweet greens rates of pay are reviewed each year in light of external market competitiveness, internal comparability and National Minimum Wage legislation. Like many other retailers, Sweet greens pays a lower starting rate to staffs aged above 18. For 18 - 21 year olds, wages will start on 9000php and 22 years and above start on 12000php. The pay rates may vary in depending on the Sweet greens outlets. All hourly paid employees are appraised after their first three weeks, four months, six months and then annually. If they have been found to be hard working and enthusiastic staff members, then they are awarded a pay rise accordingly. We make sure that our employees have provided benefits including the Insurance (medical, life, dental, disability, unemployment and worker's compensation), vacation pay, holiday pay, and maternity leave, contribution to retirement (pension pay), profit sharing, stock options, and bonuses. f. Training programs These are the following different trainings for our human resources: Management training

Specifically, it is workshop given to the store manager of our retail store in preparation to face the wide array of challenges involved in supervising people and managing systems. It will also ensue

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before the store build in the malls and after the job interview we made. Seminars

A one week training program for sales force team and staffs who perform service delivery functions to the customer and proper handle of their new responsibility within the Sweet Greens store. It will ensue before the store build in the market. Team building

It is a training given to all sales force team and staff to develop their cooperation and teamwork within store, as a motivation to them to use their strengths to achieve the store objectives. Through activities sales force and staff can practice brainstorming, collaboration, creativity, and trust and they can also develop leadership, interpersonal, presentation, and negotiation skills with the customer. It will ensue two weeks after the store built in the malls. g. Advertising and Promotion Programs. Print Advertisements We use print ads to transmit brand information to our larger audience and to reach our targets who do not pay attention in watching television but paying more attention in reading magazines. Magazines Kzone Frequency Duration

Full Page, colored Every Other month and back view

Total Girl

Full Page, colored, Every other month and back view

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Internet Advertisement www.sweetgreens.com.ph We will create an official website of our retail store for customers to know more about the benefits of the product and some important things about the store. Since most of the customer nowadays were using internet, we can reach them easily even if there are far from the actual store by having a website. The website will contain its Home Page, Product Photos, Our Organizations/About us, News and events and a Comment Box where they can place their suggestions and reactions about the product.

Sales Promotion Product Sampling

WHAT: Free samples of organic mix confectionery to customer WHERE: Malls WHEN: April 2014 WHO: Children ranged 3 to 12 years old WHY: To create brand awareness and brand loyalty. Event Sponsorship Healthy Candies are in your Hands WHAT: Searching for healthy models WHERE: SM Supermalls WHEN: December 2013- March 2014 WHO: Children ranged 5-12 years old

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WHY: The goal of this sponsorship is to promote brand awareness and brand loyalty to Sweet greens retail store. HOW: We will cooperate with RunCav talents and models as their major sponsors in their event searching for the next models. We will provide a give pack for all contestants contains our store products and we will also choose Sweet greens choice award. The winner will be the endorser of our products and store with one year contract and win a cash prize of P10, 000. 00.

MEDIA SCHEDULE Media Vehicle Magazine Website Product Sampling Event Sponsorship Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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h. Marketing Cost

Print Advertisements Magazines Frequency Kzone Full colored back view Total Girl Full colored, back view Total Expenses/year Sales Promotion Promotion Event Sponsorship Product Sampling Total Expenses/year Cost P120,000 P35,000 P155,000 P480,000.00 Duration Cost Expenses P270,000

Page, Every Other P45,000 and month (6 times)

Page, Every other P35,000 and month

P210,000

Internet Advertisement Internet Website/ Manpower labor Tools Total Expenses/year Expenses P80,000 P30,000 P 110,000

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i. What customer service/customer programs will you have? We provide short written evaluations, survey, suggestions, comments, and reactions about the product and the services of sales staff. It can be found at the side of our retail store, from this we easily know how customers feel about our store. It is designed to identify areas that we need improvement. We will also provide a comment box in our official website at www.sweetgreens.com,ph where they can place their suggestions about the product and reactions about the service, so that we can reach customer feedback even though in their home.

Part 5: Merchandise Management

In managing our merchandise, we will do our best to offer the right product at the right tine at the right price with the right appeal! a. What are the products that you will need both sell and for operations? Our product promotes wellness and healthy lifestyle to kids. For that, we will use fresh ingredients and vegetables found here in the Philippines. We will get suppliers from Baguio since it is known as the city here in the Philippines that supply rich and fresh vegetables around the country. We would also like to show our patriotism by supporting the products that our country is rich at. By this, we will not just be having the unique line and flavors for our product but we will also be helping them to promote their fresh products as well. We would like to make sure that our product is made from fresh, chemical-free and healthy ingredients and we believe that Baguio is the best place where we can get this all. We will be getting eggplant, carrots, Lady Fingers, bitter guards, Beef stew, Squash, Potato and Broccoli fresh from Baguio. For the fixtures of our store, we will need equipments for operations and production of our candies and sweets, confectionary machines and as well as to the store displays and shelves for our candies. We would like to ensure that our products are fresh and new from the day of its manufacturing to its distribution. To do this we will need equipments and fixtures that will help them stay fresh when served to our customers. We will get these equipments needed to DSIL group, a company in India that is known for their world-class and resilient machines. Their machines are designed with latest international standards and technical expertise that will help us ensure our products quality. We would like to cater our customers with convenience and state of the art ambiance, thats why we
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will be ordering equipments that we believe that has the best equipment and quality that will also contribute to the success of our product offering.

(Ref: http://www.dsilgroup.com/index.html) b. Who will be your suppliers? For our fresh vegetables, we will have MCTEZ TRADING DEALER OF BAGUIO VEGETABLES, BAGUIO FLOWERS & BAGUIO GOODIES (Supplied Directly from Baguio Farms and nearby Provinces) as our supplier that will provide us vegetables that are guaranteed fresh and free from chemicals. We need a supplier that has proven their ability and capacity to provide quality products that can affect the freshness and quality of our candies. Their prices are much lower and cheaper compared to the current prices of vegetables in wet markets and supermarkets that cater fresh vegetables as well. We are also guaranteed with freshness because all of their goods are supplied directly from Baguio Farms and nearby provinces. We will have tie-up with Nestle Corporation that will supply us with s that we will need for our product. Since Nestle is a strong brand and is known for their quality products, we are sure that their products will help us develop and create our products better and healthier. We will also have bond to DSIL group as a primary supplier of our machinery that use in producing the product of our retail store. c. Inventory Management Strategies For the management of our inventories, first method is that we will have the most popular product of our store to be the most easily accessible, since they are accessed most frequently. We will also maximize the space of our store and look at the size of items that we will be offering to make sure that all of our candies are visible and accessible to our customers and to make sure that each spaces of our store are used efficiently.

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In an inventory in every business, there is always an item/s that does not click to the customers and sold most of the time. We could offer it at reduced prices for quick sale to help us cut our losses and remove it for us to make way for items that bring in revenue and the products or item/s that clicks mostly to the customers. Proper management of our stocks is also needed. Because we want to make sure that each candy are fresh and of quality, we have to make sure that our stocks are doing well. We dont want to overextend our budget by ordering too many items that dont really sell or bring in profit to our company, which is why we will make sure that each stock is just right for the inventory scope of our store. We will watch out for the order point of our inventories twice a week and have backup stocks to make sure that we will never run out of stock. We will also use software and other tools for our product inventory management that will help us analyze reports and help us make better decisions in the future and will assist us in tracking the goods and our stocks. Using computers and the latest technology can help us organize and manage our stock properly. Using this kinds of tools and equipments can also help us track our inventory if they are stolen and to trace buybacks and lift-outs. d. Pricing policies For our pricing, we will use price skimming as our pricing strategy. We would like to adopt the strategy of Frozen Yogurts which are more expensive than the typical and ordinary ice creams but still, many are patronizing it. Since we are a new entrant in the market and our own product is unique compared to the other candies offered in malls, we would like to set a relatively high price for our product since it is still in the introductory stage the price states its quality and it has competitive advantage through its competitors. Skimming will be very useful to our product because we have enough prospective customers who are willing to buy our product at a high price. Our product is one of a kind and is healthier and organic compared to the other candy shops. That is why people cannot compare our company with them because our product is different and more valuable.

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