LA VICTOIRE

BUSINESS PLAN
March 12, 2019

For
_______________________

0711 ABCD Building, Upper Session Road, Baguio City, 2600

09355621638
LVictoire@gmail.com
www.LaVictoireCafe.com
I. Introduction
A. Business Concept and Business Model
La Victoire is designed to create a community atmosphere as a good, vintage,
friendly, neighborhood cafe.
La Victoire will be serving healthy, affordable and aesthetic empanadas. To
keep food costs down, the menu will be simple, yet creative with many
interchangeable ingredients. Emphasis will be placed on the café which will
feature rainbow empanadas. Different flavors of cookie dough, drinks, and
photo booths will also be showcased.
Setting the mood of vintage pastel colors, La Victoire will be a simple 50-seat
cafe with neon signage, checkered tile floors, grey booths with
formica/chrome tables. Only counter service will be offered to keep labor
costs low.
Most of the menu will revolve around colorful baked goods. Nowadays, the
number of single households and dual earner households with limited time for
food preparation are increasing and they are seeking affordable and nutritious
snacks. Students and workers, another large group of consumers for La
Victoire, are well-known for their appetite for quickly prepared good food.
Future plans include expanding the cafe, increasing over-the-counter sales
(e.g., packaged goods), possible downtown and university delivery, and a
continuing effort to become more proficient in carryout operations.
Based on projections of Philippines Statistics Authority, the Cordillera
population is expected to grow 5-7% in the next five years, during that time,
Baguio will continue to provide a unique, vibrant, shopping and entertainment
center for this region.
Company Locations and Facilities
The company office will be located at 0711 ABCD Building, Upper Session
Road, Baguio City

However, as time progresses the intention is to build more branches wherein

the population density is high. This is because we want our business to be
more accessible especially to workers and students.
B. The Business Goals: Vision, Mission, Objectives and Performance
Targets

Vision:
The vision of La Victoire is to become the leading manufacturer of
distinctive Rainbow Empanadas with world class quality that will exceed
the expectations of customers. We also envision to have a good customer
relation that will eventually lead to the success of the company. We strive
for constant improvement, and to deliver excellent service that will
encourage our valuable customers to keep coming back for more.

Mission Statement:
For La Victoire, its mission statement is to be an institution for innovation
and change. We are committed to be the leading manufacturer of
Rainbow Empanadas. We take pride in providing our customers with the
goodness of distinctive tasting quality empanadas fresh through
packaging and selling in our stalls which we will continue to develop and
improve.

Objectives:
La Victoire’s objectives are to build brand awareness and customer
service excellence, while increasing sales. La Victoire intends to utilize the
following strategies to achieve these objectives:
- Develop a high-quality menu of different affordable snacks.
- Provide an excellent service experience, anticipating the needs of the
customers and delivering the best service.
- Leverage the newly innovated products of different provinces from the
Philippines to increase market penetration with the finest product
available.
 Performance Target:
 A pathway of accessibility nationwide;
 Continuously provide quality food
 Develop enthusiastically satisfied customers all of the time;
 Establish a market presence that assures long-term profitability, growth
and success;
 We are fully committed to supporting growth and development in the food
industry and economy in the Philippines
 Contribute positively to our communities and our environment;
 Expanding the café
 Increasing over-the-counter sales (e.g., packaged goods)
 Possible downtown and university delivery

C. The Business Offerings and Justification

La Victóire will be offering empanadas of different flavors which is the

Rainbow Empanadas: red spicy empanada, orange original empanada,
yellow pizza empanada, green veggie empanada, blue seafood
empanada, and violet ube empanada. The modern society craves for new
things every day, this is why La Victóire has innovated the famous
empanadas of the north, Ilocos. Additionally, the new generation doesn’t
only focus on delicious food, but also photogenic food, which is why La
Victóire conceptualized snacks with a variety of colors.
La Victóire intends to provide aesthetically delicious snacks with the
lowest price to college students and workers.

II. Executive Summary

La Victoire is designed to create a community atmosphere as a good, vintage,

friendly, neighborhood cafe.
La Victoire will be serving healthy, affordable and aesthetic empanadas. To
keep food costs down, the menu will be simple, yet creative with many
interchangeable ingredients. Emphasis will be placed on the café which will
feature rainbow empanadas. Different flavors of cookie dough, drinks, and
photo booths will also be showcased.

Empanada is a type of baked or fried pasty in Latin American cultures. The

name comes from the Spanish verb empanar, and literally translates as
"enbreaded", that is, wrapped or coated in bread. Empanadas are made by
folding dough over a stuffing, which may consist of meat, cheese, corn, or
other ingredients.
 When we talk about empanadas we always tend to depict a picture of bread
filled with fillings full of flavor.
La Victoire aspires to produce Rainbow Empanadas that can keep pace with
the empanadas of famous stores and the taste of the new generation not just
in the way of introducing new flavors but in a sense of an unusual physical
characteristics of it (i.e. red spicy, yellow pizza, orange original, green veggie,
blue seafood and violet ube). The product will be distributed to school
cafeterias, for customer’s convenience and also in our food establishments.

III. The Business Proponents: Organizers with their Capabilities and

Contribution

La Victoire’s business partner will be the principal shareholder because all

have equal share in the entity with the equity contribution of 25% each,
equivalent to ₱20, 000 for a total of ₱60,000 to establish the company. Purity
will be a general partnership wherein all partners will be equally responsible
for the business’ debts and liabilities.

Breakdown of Contribution

Business Partners Share Percentage Equity Contribution

Kaycee Yong 33.33% ₱20,000
Diana Timmaot 33.33% ₱20,000
Zaza Mae Tocmo 33.33% ₱20,000

Total 100% ₱60,000

 La Victόire’s Organizational Chart

Kaycee Yong
President

Diana Timmaot Zaza Mae Tocmo Maribeth Go

Office Manager General Manager Director of Marketing

Genevieve Lee Bogart Kho

Kitchen Manager Dining Manager

Kenneth Sy
Assistant Cook
The Management Team

We will ensure that we only hire people that are qualified, honest, hardworking,
customer centric and are ready to work to help us build a prosperous business that will
benefit all the stake holders (the owners, workforce, and customers).
Kaycee Yong, Ph.D
 President
Job Description: The president is responsible for providing strategic
leadership for the company by working with the Board and other
management to establish long-range goals, strategies, plans and
policies. Plan, develop, organize, implement, direct and evaluate the
organization's fiscal function and performance.

Job Specification
- Provide inspired leadership company wide.
- Set strategies and direction
- Model and set the company’s culture, values and behaviour
- Build and lead the company
 - Allocate capital to the company’s priorities
Job Qualifications
- Bachelor of Science in Hospitality Management (University of
Baguio)
- Doctorate degree in Culinary Arts (Le Cordon Bleu)
- Took the initiative to start the company at age 19
- Trained employees how to increase customer satisfaction and
maintain profits
- Delegated day to day operations
- Created new revenue streams by creating new markets by
producing income that had not previously existed

Diana Timmaot, Ph.D

 Office Manager
Job Description: The office manager is responsible for overseeing
the efficient running and profitability of restaurants and for
managing their employees. You'll need to be able to lead as well as
work as part of a team.

Job Specifications
- organizing meetings and managing databases
- dealing with correspondence, complaints and queries
- supervising and monitoring the work of administrative staff
- delegating tasks to junior employees
- organizing induction programs for new employees
- ensuring that health and safety policies are up to date

Job Qualifications
- Doctorate degree in Culinary Arts (North Oxfordshire Academy)
- Has experience in an administrative role
- Good interpersonal and time management skills.

Zaza Mae Tocmo, Ph.D

 General Manager
Job Description: responsible for overseeing all operations of the
restaurant, including hiring, training and performance management of
all supervisory and hourly staff, inventory management, customer
service, and creation of store goals and promotions to maximize
profits.
Job Specification
- Sales, Reporting, and Financial Responsibility
- Quality of Products, Functionality, Safety, and Store
Appearance
- Conducts regular management meetings to review financial
reports, issues related to personnel, upcoming promotions,
events, and activities, etc.-Helps to create positive, enthusiastic,
 and well-trained store culture by providing an informed, honest,
and optimistic example for the team. Responds appropriately to
ideas, concerns, complaints, and comments from management
and staff.
- Models proper attendance, punctuality, customer service, and
overall attitude.
- Makes decisions on matters of import at the store level.

Job Qualifications
- Doctorate degree in Culinary Arts (Auguste Escoffier School of
Culinary Arts)
Maribeth Go, MPA
 Director of Marketing
Job Description: holds ultimate responsibility for the organisations
marketing activities and oversees the development and delivery of a
fully integrated marketing strategy for the business.

Job Specification
- Bachelors or Masters degree in Marketing
- Professional chartered marketer (CIM).
- Proven track record of success in senior marketing roles.
- Confident, driven and dynamic leader.
- Entrepreneurial mindset with the ability to spot original branding
opportunities.
Genevieve Lee
 Kitchen Manager
Job Description: Responsible for the overall operations for the back of
house and kitchen area of a restaurant. Kitchen managers hire staff,
purchase food and stock, and make sure everyone is trained on proper
food preparation and kitchen safety techniques.

Job Specification
- Customer-Service
- Attention to Detail
- Leadership
- Management Skills
- Organizational Skills.
- Problem-Solving Skills
- Speaking Skills
- Stamina
Bogart Kho
 Dining Manager
Job Description: Responsible for ensuring that waiters, waitresses, and
bussers are working efficiently, offering excellent customer service,
and wearing appropriate uniforms.
 Dining room managers may create work schedules for their staff
members and call alternate employees when those who are scheduled
to work are absent unexpectedly. They are also responsible for
ensuring that their dining room is clean, appropriately staffed, and
decorated appropriately.

Job Specification
- Customer/Client Focus.
- Leadership.
- Problem Solving.
- Time Management.
- Teamwork Orientation.

Kenneth Sy
 Assistant Cook
Job Description: Provides support to head chefs. This role works under
the direct supervision of an executive chef or a sous chef. Cook
assistants perform a variety of cooking duties, including preparing
food, testing new recipes, cleaning the kitchen, plating dishes, and
maintaining supplies.

Job Specification
- Individuals in this role should have excellent communication
skills and a focus on prompt, efficient, and courteous service.
- Cook assistants thrive in high-pressure environments and enjoy
being busy..

IV. The Target Customers and Main Value Proposition to the Customer
The initial target customers of La Victoire’s Rainbow Empanadas are
college and high school students, teachers and school staffs, and workers
who do not have time to prepare nutritious snacks. These people are
prone to strain and fatigue so they need stress-relievers and one way to
ease stress is to eat and rainbow empanadas products could be a comfort
food that they can enjoy while relaxing. Not only that, it can also help in
stimulating their tired mind and body since sugary products are known as
good energizer. Additionally, teenagers are very fond of taking photos of
their food nowadays, rainbow empanadas are surely perfect for those
photos.
Value Proposition Consumers buy products not only because of its
affordability but also for the benefits that they could get from it. Rainbow
Empanadas are not only for photos but also a great source of nutrients. Its
products’ main ingredient, whole wheat flour, is a source of protein that
can help slows the rate that sugar is absorbed into the bloodstream. When
you eat foods high in fiber the sugar in those foods is absorbed slower,
which keeps your blood glucose levels from rising too fast. Protein, that
 builds and repairs tissues and an important building block of bones,
muscles, cartilage, skin, and blood.

V. The Market, Market Justification based on the Industry Dynamics and

Macro Environmental Factors Affecting the Opportunities and Threats in
the Market, the Size, Potential and Realistic Share of the Market

La Victoire will be serving healthy, affordable and aesthetic empanadas. To

keep food costs down, the menu will be simple, yet creative with many
interchangeable ingredients. Emphasis will be placed on the café which will
feature rainbow empanadas. Different flavors of cookie dough, drinks, and
photo booths will also be showcased.
Nowadays, the number of single households and dual earner households with
limited time for food preparation are increasing and they are seeking
affordable and nutritious snacks. Students and workers, another large group
of consumers for La Victoire, are well-known for their appetite for quickly
prepared good food.
People are becoming busier every day because of overloaded school works
or office works. Sometimes, they tend to skip meals because they do not
have time to prepare food to eat. That is why La Victoire came up with a very
healthy snack which is the rainbow empanadas. It is not only very nutritious, it
is also budget friendly and aesthetically pleasing.

Sales
10%
14% 37% Doughnuts 36%

Brownies 12%

Cake Slices 26%

Ensaymada 14%

Rainbow Empanadas
10%
27% 12%

SWOT Analysis

Strengths
 Sell directly to the consumers
 Keep costs below competitor’s cost
  Homemade product
 Unique concept
 Near universities and offices

Weaknesses
 Limited amount of capital
 Limited target audience
 Lack of brand awareness
 No built in brand equity
 Limited semester times (universities only have students 10 months of
the year)

Opportunities
 Loyal customers
 Growing population
 Ability to hire people in universities
 Ability to expand

Threats
 Competitors have stronger brand name
 Changing customer taste
 Competition may increase
 Other café’s nearby
 Limited income of our target market

Direct Competitors:

 Simply Bread
- The chicken empanada worth P29 encased in a thick butter
flavored crust filled with potatoes and chicken chunks.
 Yumpanada
- They are located mostly in MRT stations as well as located in
several kiosks around the metro. They sell tiny versions,
empanaditas P5 and its regular empanadas costs P15 and up.
Yumpanada has a kiosk in Robinsons Forum; Ever Gotesco,
Ortigas Extension; Market! Market!, and in selected MRT
Stations.
 Goldilocks
- Goldilock's chicken pie costs P35 can be considered an
empanada. Another bakeshop more known for its cakes and
dessert offerings, the franchise gives their version of the
empanada crust that threatens to crumble if not held correctly.
 Red Ribbon
- While most people drop by this famous bakeshop for its cakes,
they also offer their chicken empanada for P23. The golden-
 brown crust lightly dusted with flour encases a chicken filling
that could easily spill out after a bite.

Macro Environmental Factors Affecting the Opportunities and Threats in

the Market
Economic Factors
An increase in interest rates means investment and expansion. And also
mortgage repayments rate will rise so customers have less money to spend on
luxury products such as beef. Low interest rates have the reverse effect.

If economic growth is low in the country of location of La Victoire then sales will
fall down. Customer incomes tend to go down in periods of negative growth
leaving less money to spend.

Aggressive pricing and sales from competitors creates a price war for La Victoire,
which can drive down.

Technological Trends
La Victoire is well aware to extend and improve its Internet facilities and also
tools to target customers, analyze data, and deliver new features to the market in
the shortest time.
The technology like machines and the computers system development that La
Victoire use to operate their till registers will enable their staff to work more
quickly and efficiently.

Political Factors
If government imposed high tax on farmers in countries producing vegetables
and whole wheat flour from where La Victoire buy their ingredients, then La
Victoire needs to pay higher price for their ingredients they purchase. This effect
will ultimately pass to the customer, because they need to higher price.

La Victoire should carefully investigate the political stability of any town before
they want to plan for expand to. It can affect in taxation and legislation when the
government change.

Social Environment
La Victoire needs to identify and target their customers to aim their products on
them. Also, they have to find area where local population have high attitude to
work. So their recruitment will be easy, training will be effective and staff turnover
will be low.

Creating new premises, La Victoire needs to look for standards of education and
skills locally. They must be up to date in order to make any business operation
successful.
 They must accomplish high standard of friendly environment and follows health
and safety. And the location should be in an easy access for both customers and
staffs.

Ecological l Environment
Customers increase a lot of rubbish that they leave the shop with disposables
and then also leave it in the street. So the packaging for the cup should be
carefully accounted to make it environmental friendly.
La Victoire have to carefully consider the process to dispose rubbish as there are
strict laws in most countries.

 Product Strategy
 We have a distinct flavor and look that consumers will look for.
Rainbow empanadas are unique, very affordable, photogenic
snacks that are perfect for Instagram feeds of teenagers who are
into food photography.
 Pricing Strategy
La Victoire’s empanadas are priced with the competition in mind.
The distributors are not concerned with setting prices to signal
luxury or prestige, nor it is attempting to achieve the goals of
offsetting low prices by selling high quantities of products. Instead
value pricing is practicing so that customers feel comfortable
purchasing again the said product. The pricing strategy also makes
Rainbow Empanadas good gifts --- for birthdays, graduations, or
“just because”.
 Place Strategy
Our business will be distributed to La Victoire’s food stalls and
school cafeterias. The distribution of the product is the best for the
accessibility, availability and for our target need of the business. 
 Promotion Strategy
a. Internet advertising/ Social media (La Victoire’s Facebook and
Instagram Page)
b. Referral
c. Flyers

 Distribution Strategy
Use marketing efforts to attack the competitor in the areas in which
they are not serving the market well.

VI. Product and Service Offerings

La Victoire will be providing affordable and easy purchase of Rainbow

Empanadas and other nutritious snacks. La Victoire is a food establishment
that intends to provide customers with affordable, nutritious and aesthetically
 pleasing snacks. Analysis will be based on user profiles, set by the
consumers, which includes preferences such as:
 Budget
 Food Preferences
 Health Conditions

A customer will hence be able to select food based on their preferences and
identify what to eat because of the variety of flavors that La Victoire offers.

VII. The Enterprise Strategy and Enterprise Delivery System: Business

Competitiveness

Marketin
Input Throughput Output g Desired Outcome

Ingredients:
Whole Wheat Flour Longganisa
Butter Lettuce
Salt Carrots
Sugar Potato
Water Lettuce
Ground Beef Onion
Red Chillies Shrimp
Pepper Ube
All purpose flour Evporated Milk
Garlic Cocoa Powder
Ham Vanilla Extract
Pineapple Chunks Food Coloring
Cheese Vegetable Oil
Tools:
Saucepot Frying Pan
 Tongs Rolling Pin
Strainer Mixing Bowls
Measuring Tools Ladle
Spoon and Fork Empanada Molder
Wire Whisk

VIII. The Financial Forecasts and Expected Returns, Risks, and

Contingencies
The financial plan shall be essential if we are to meet our objectives. The
intention is to finance growth through cash flow and equity.

One of the most important factors will be the price of our products. We can't
push our customers to buy our products, because they are extremely
sensitive and will normally judge us on our terms. Therefore there is need to
develop a strategy that will satisfy our customers when it comes to the price
and at the same time avoid breakeven or loss. Hence in the financial plan we
intend to have the following:

1. A fundamental respect for giving our customers value, and for maintaining
a healthy and congenial workplace.
2. Cash flow as first priority, growth second, profits third.
3. Respect for realistic forecasts, and conservative cash flow and financial
management.

Important Assumptions

The financial plan depends on important assumptions. From the

beginning, we recognize price of raw materials are critical, but not a factor
we can influence easily. At least we are planning on the problem, and
dealing with it.

Some of the more important underlying assumptions are:

 We assume a strong economy, without major recession.

 We assume, of course, that there are no unforeseen changes in
economic policy to make our service immediately obsolete or
unwanted.
 General Assumptions
ITEM COST
Office Equipment 21,700
Furniture 25,000
Sales and Marketing etc. 955,711
Depreciation 0
Rent (1 year) 709,435
Payroll (1 year) 6,166,400
Insurance 682,440
Maintenance 250,000
Miscellaneous Expenses 100,250
Raw Ingredients 6,711,255
TOTAL OPERATING COST 15,622,151

IX. Environmental and Regulatory Compliance

1. SEC registration
2. DTI registration
3. Mayor’s business permit
4. BIR registration
5. SSS, PhilHealth, and Pag-Ibig Fund registration
6. BFAD registration
7. DOLE registration