I.

Executive Summary

The entrepreneurs behind the coffee business named Olive Tree are Chief Executive Officer (CEO)

Justine Isabelle Nuguid, Chief Operating Officer (COO) Nina Aliah Guelas, Chief Financial Officer (CFO)

Erel Eumir Icasiano, and Chief Information Officer (CIO) Mikyla Mae Alcantara.

1. About Our Company

We are in the business of having a cafe shop that features some traditional Filipino handicrafts. The

Olive tree is in the food industry, representing Greek mythology and Filipino culture. As we support the

needs of PWD, we also hire people who were affected by the pandemic. Since it will be placed in a tourist

spot, we will be able to showcase to our customers the beauty of the handicrafts made by Filipinos. We are

not only able to demonstrate Filipino creativity through our business, but we are also able to support local

shops for the ingredients of our food. Our business is also free to express its creativity through handicrafts.

They are free to express themselves. It also has a mini library as well as activities that could make our

customers enjoy their stay in our cafe.

1.1. Location

Our coffee store will be in Tagaytay. The best location for a coffee shop is in Tagaytay since

for us, the location is just as essential as the food and drinks. So that customers feel relaxed, a

coffee shop should offer a cool, warm, and homely-feels environment. A coffee shop fulfills

several purposes. There, people may occasionally gather with friends or study. It has to be a

pleasant and vibrant environment. Furthermore, Tagaytay experiences cold weather. Most of us

won’t go to a place where there is hot weather because it will make us uncomfortable. Lastly,

Tagaytay has an overlooking view, which is the Taal Volcano, that will help our customers relax.

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Exterior

Interior

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 1.2. Product and Service

Our product is about serving our customers with our finest coffees and pastries. We will make

sure that all of our products will come from local products because a lot of people neglect Filipino

local products. We will make sure that our company will promote and support our local products.

Our business will also solve the unemployment issues in our country because our employees will

be the ones who lost their job during the pandemic and this will be a huge help for them. We will

make sure that our employees will have knowledge about barista skills so our customers will be

surely satisfied with our service.

2. Financial Details

The capital we needed in order to make our business possible might range from Php1,000,000 -

1,900,000. We need this much money in order to pay for our land lot and construction of the building, lot

rent, furniture and decorations, utilities, essentials, equipment, advertisements, ingredients, and the salary

of our employees. Our investment might be high, but we are willing to take the risk because once the

execution is right, we can make a lot of profit. It is also our chance to innovate, develop, and to grow. The

first month of the business would have the most expenses, yet we must limit the use of the budget through

hiring fewer people, and avoiding unnecessary investments.

2.1. Rationale of Investment

There will come a time when you must begin investing in your business as you are growing it.

Finding creative and fairly priced products is great, but sometimes you need to step up your

business and invest more money if you want to keep expanding. That is why you should invest in

our company because we will put effort, perseverance, and dedication to our service to others. We

will be focused, strategic, and productive to our business. Our company provides unique products

and services, cultural empowerment, and customer satisfaction. This start-up business yields

creativity into the coffee industry, which may attract and entertain certain crowds.

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 II. Company Description

We are in the specialty eatery industry or food industry. We chose this type of business

because food is a basic need. In addition to that, the food industry creates a huge profit. Usually, business

meetings, family events, students who study, in short, a large number of people mostly spend their time in these

types of establishments or business types. We will not just please the appetite of our customers, but we will also

enlighten them with knowledge about the beautiful art of Greek and Filipino culture.

Company Name

The Olive tree gifted by Athena made their food, joy, and lives so much better for the people of Athens,

and our business will bring joy and satisfaction to our food to our customers. Just like Athena’s gift to her

people, we will also give our customers the gift of our delightful treats and eye-catching pieces of art. We

are fully committed to giving our customers the full satisfaction of our products because their overall

experience is our number one priority.

Location

Our coffee shop would be located in Tagaytay because of the overlooking view of Taal Volcano where

customers can relax, including the cold weather Tagaytay has. Tagaytay is not a crowded and

overpopulated place in the Philippines, because coffee shops should have a quiet place where people can

relax. We will make sure that the beautiful scenery of our place will give a relaxing and satisfying time for

our customers to experience.

1. Product

Our product is based on a cafe shop with a twist. Our cafe will feature exquisite Filipino handicrafts

that will feast your eyes and delicacies that will satisfy your cravings. Nowadays, it seems that Filipinos are

much interested in imported products and neglect our own.

According to the studies of ibon.org, Philippine agriculture is in a crisis and it is only growing with an

average of 2.1% in 2017-2019. Many people have lost their jobs because of this and the wages of our

farmers in our country are not that much to carry out for a living. As if their jobs are that easy and they

don't need that much knowledge to do their jobs. It is one of our goals to embrace and to recognize the

goods of our country that were made by the farmers of our country.

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 1.1. Pricing Strategy

The inflation rate of our country is currently skyrocketing due to the improper flow of our company that affects the

price of our ingredients. According to the studies of ADB (Asian Development Bank), Inflation in the Philippines

is now expected to quicken to 5.3% in 2022, up from the July forecast of 4.9% and 4.2% in the April 2022 report,

underpinned by sharp upward shocks to global energy and commodity prices. Prices of basic ingredients such as

sugar are increasing due to inflation that also causes the prices of a lot of products to increase.

We will make sure that the prices of our products will not be too cheap or too expensive. We will always

maintain the salary of our employees and the quality of our products. We will make sure that those factors

will not be affected every time the price changes. Overall, our prices will depend on the current state of our

economy. Our products might range from 200-700 pesos. It’s pricey due to the fact that our country is

having inflation problems and our employees have families to provide meals on their plate, but we will

make sure that our products will be worth every penny and our delicacies will fulfill your cravings.

2. Company Statements

Our company must provide statements and objectives that may provide a mission, vision, goal, and guide that our

employers and employees must follow. This will help us maintain a healthy working environment with a

coordinated, united, sustainable and collaborative community. The objective of creating the company statements

allow the people in our community to gain knowledge regarding the target future position our company is willing

to fulfill.

2.1. Mission

With a lot of coffee shop branches in the Philippines, we will make sure that Olive Tree will provide

the best coffees and pastries brought by Olive Tree to our customers. We will give our customers a

wonderful unique experience with the beautiful handicrafts of Greek and Filipino culture. We will

provide career opportunities to the people who lost their jobs during their hardest times so they can

provide for themselves and for their family. Our local farmers weren’t appreciated enough for their

hard work and we will be giving them the acknowledgement that they deserve by giving them jobs

to provide us with the best products that were served with sweetness and joy.

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2.2. Vision

To be able to expand our local and worldwide branches so that people all over the world can enjoy

the delicious taste of our products and other delights. This will also be a tremendous

acknowledgement of all of our farmers' and baristas' hard work in serving our customers. Our artists

will be recognized for their abilities by creating eye-catching handicrafts of Greek and Filipino

culture. We are entirely devoted to franchising our business so that people all around the world can

enjoy the blood, sweat, and tears that we have prepared for them.

2.3. Goals

The goals and purpose of our company is to promote the spectacular art of Filipino culture. The

employment rate of our country right now is also in a crisis and we are willing to give opportunities

to those people who lost their jobs so they can provide for their families even during the most

difficult circumstances. Finally, we are also committed to treat our employees and customers with

high admiration. The talents of our countrymen must be given with acknowledgement and we must

not ignore the hardworking service that they served for us. Instead of neglecting our own products,

we must embrace and promote it. We must be proud to raise the flag of our country.

2.4. Guide

Knowing a customer's preferences and wants may help the company bring in new customers and

increase sales! Here are some examples of what a customer may need: The first is price; it should

be important to your company in terms of sales. We also need to take into account our customers.

When it comes to pricing, being transparent is important. A company needs to gain the customer's

trust. Whether you are paying more or less than the usual rate in the market, let your clients know

why this is the situation and exactly what they get for their money. The second is excellent customer

service. Customers frequently say that they would be willing to pay more for a product if it meant

that the quality of customer service would improve. Consider how you can meet the expectations

and needs of your customers as well. Third, create an excellent product that will support the growth

of your company. Be confident in your product, open to recommendations for improvement

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 Product Sizing Expenses (est. more Final Price
than 3 servings)

Appetizers

Onion Rings 1 sizing P1089 (12 serv) P100

Fries S-M-L P350 P130

Cheesy Potato Balls 1 sizing P1650 P350

Main Dishes

Sinigang (Specialty Dish) 1-2 people , family P1072 P380 - P700

Kare-Kare (Specialty Dish) 1-2 people , family P1090 P390 - P720

Meatball Pasta 1 sizing P1192 P590

Pesto Pasta 1 sizing P1736 P650

Chicken & Olive Casserole 1 sizing P1360 P480

Coffee Based Drinks

Cappuccino S-M-L P770 P210-P240-P290

Cafe Latte S-M-L P770 P210-P240-P290

Espresso S-M-L P495 P190

Americano S-M-L P770 P210-P240-P290

Dalgona S-M-L P890 P250-P280-P310

Non-Coffee Based Drinks

Fresh Lemonade 1 sizing P220 P90

Iced Tea 1 sizing P230 P100

Softdrinks 1 sizing Vary in Price Vary in Price

Hot Chocolate 1 sizing P145 P80

Desserts

Leche Flan 1 sizing P519 P200

Ube Brownies 1 sizing P1009 P350

Blueberry Cheesecake 1 sizing P2300 P760

In pricing our product, we’ve calculated the total expenses per dish then rationalized the amount of servings that

may be served with the specific amount of money listed above.

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For more specificity, our total capital would be P1,991,740. 10.04% of expenses would be issued towards

production essentials. This affects the pricing of our products because of the percentage our product would serve

as coverage for expenses. We limit our budget for ingredients to P150,500 due to the amount of average servings

we make in a week. We must reduce overbuying as it may be listed as a waste expense. The prices of our coffee

products would be reduced because we produce coffee beans of our own. Although P50,000 must be allotted for

farming supplies such as seeds, fertilizers, and so on. Prices may vary depending on the current rates of inflation in

our country.

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 III. Market Analysis

Our goal or target reach of audience includes tourists and families who are in for an educational and entertaining

tour. We support service for those who need a relaxing detour to satisfy their cravings, and please themselves with

sightseeings. We shall remain persistent in efforts to satisfy customers' needs and wants. Last but not least,

customers want to feel appreciated. This is important because they are a key factor in the growth of the business.

Ensure that they at least feel appreciated. Every consumer has various needs, so we should try to meet as many of

them as we can in order for our business to grow.

1. Customer Profile

1.1. Our business includes not only craving satisfaction, but also educational and pleasant viewing.

On an average scale, the targeted clients are families on vacation, tourists, and educators. We

welcome customers who find interest in Filipino Culture, coffee, and art.

1.2. Due to the atmosphere implemented by the company, some customers may include students who

seek a spot for relaxation to focus on their studies.

1.3. Regarding the fact that our company is located in a tourist spot, most of the customers will come

from out of the country, and from the capital of the Philippines, Manila, which is only located

67.3 km away from Tagaytay.

1.4. Our company provides not only onsite cafe services, but our coffee beans will be distributed in

marketplaces and our food products will be available for online delivery through apps such as

FoodPanda and GrabFood.

1.5. Due to the distribution of our coffee bean harvests, some customers or clients would include

distributors, vendors, and retailers. Our farm would be open for transportation and onsite buying

and viewing.’

1.6. On the other side of our business, some clients would also be cafe owners finding supplies for

coffee production, as we entertain them with our freshly harvested coffee beans.

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Tagaytay is a tourist spot which may attract foreigners and local tourists. Although we’ve estimated that the

percentage of foreigners would be less than local tourists due to the pandemic surfacing in our country.

2. Market Competition

2.1. Pros

➢ Our products are widely distributed in the market industry which allows our company to have

further reach and exposure.

➢ Our product offers a unique experience having shown the mix of Greek Mythology and Filipino

culture.

➢ Our hiring services are open to workers underpaid by the government, and artists who are

unknown and unsupported by the community.

➢ Our business is not merely a cafe, but also a farm which produces coffee beans and is open for

tour and sightseeing

➢ Our product is age appropriate and is free to cater service for any customer.

2.2. Cons

➢ Our company is located in a well-known spot meaning there will be a much larger competition.

➢ New local (coffee) shops take time in gaining exposure and publicity.

➢ The pandemic may severely affect the business because of lesser tourists due to COVID.

➢ Prices may increase due to the country’s inflation

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The coffee industry is well-known and big as we enter the business field. Here is a list of the predicted top

competitions our business may face.

In Tagaytay, many well-known coffee shops have been established. One example of a successful and intimidating

competitor is Starbucks. Starbucks is known to have many branches not only in the Philippines but also other

countries. Yet as an advantage against big companies, these days, many people are known to be adventurous and

seek for “hidden gems” in the industry. We provide authenticity and not modernization.

Our company plans to produce our own coffee grind and beans through a local farm. We aim to hire farmers and

unknown artists, who are underpaid by the government or their business industry. Some parts of Tagaytay remain

rural and non urbanized, which is why we aim to hire workers who live in or near our area as they will be able to

work at full extent with the given resources.

3. Labor Availability

3.1. Cafe workers

Considering the case of beginning as a small business, the cafe workers, including the chef/s,

waiters/waitresses, dishwasher/s, and the cashier would be given as a role to us heads of the company. This

will allow us to maintain a good amount of budget, as we gradually increase in labor availability.

3.2. Farmers

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 In relation to the size of our farm and status of our business, we must start with 8 farmers. Our labor

availability would focus first on the farmers as we would need manpower for coffee production.

3.3. Artists and Artisans

We may start by displaying art of unrecognized Filipino artists, only if given consent. In accordance with

displaying the art of these Artists and Artisans, we must establish nameplates to give credits to the artists. We must

reduce our expenses to 2-3 products per artist or artisan.

Yes, there may be dozens of cafe’s, especially in well-known areas, which is why we provide unique service. We

do not only serve good quality food and drinks, yet we provide educational touring through our local artisans and

artists. Our coffee farm would also be available for sightseeing as customers may also buy freshly harvested coffee

beans. We also plan to make our environment aesthetically pleasing as much as possible, whilst showing the

culture of fellow Filipinos, representing the Greek Athena.

4. Channel of Distribution

Our business is both retail and wholesale. Through our cafe and coffee farm, people who visit will be able to buy

products that are under our brand. A local shop alone would not create enough, especially since our shop is located

in a rural area, which is why we decided to fund through selling our coffee beans as they are distributed to other

retailers or markets.

5. Advertisements

At this time and era, technological advertising is a huge help in promoting business, although that alone would not

create enough connections. Print-out advertisements such as posters help in the widespread distribution of

information, although our main advertising media would be social media platforms such as Instagram, TikTok, and

Facebook.

5.1. TikTok

TikTok is a platform that is widely used for videos that may vary in category. It allows users to

share different ideas, topics, and findings. Many people using the app engage in adventurous

activity that involves trying out new experiences. Many millennials are on this platform which

allows the app to sustain its relevance.

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 5.2. Instagram

Many companies have used Instagram as a platform. This media provides formality and

relevance to certain categories. Digital posters, advertisements, and aesthetically pleasing photos

and videos regarding our cafe would be posted at this certain media.

5.3. Facebook

Facebook is a huge platform, but we may use it only as a page for announcements,

advertisements, and customer reviews.

Our advertisements should provide information regarding the area and product. It should also look pleasing,

design-wise. Since many entrepreneurs are starting to make businesses, we may make ours through making witty

and eye-catching statements. We should create a permanent company advertising slogan; (e.g: Just Do It, Finger

Lickin’ Good, Bida ang Saya.)

Explanation of Tagline:

★ No matter how hard the challenges we are facing in life, we will always serve you with sweet joy that

brings us together.

We decided to make a TikTok video. TikTok is one of the most used platforms. Once a video blows up in TikTok it

proceeds to give an advantage to the algorithm regarding your videos. TikTok is also a platform that has many

adventurous viewers who are willing to see unique and worthwhile videos. Based on my experience, many local

shops and producers have grown since then after blowing up on TikTok.

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