Marichu Apilado
Corporate Planning
MBA
BUSINESS MODEL
Company Summary
What is Frin Fries?
Frin Fries sells gourmet fries in a cone with a choice of sauce. We use the concept of Belgian
Fries, where the fries are all made from fresh potatoes and fried twice. Our outlet also provides
excellent and friendly customer service to support the ambience of fun, energetic and youthful
lifestyle.
Youthful and fresh surroundings
We will imitate successful establishments, such as Jamba Juice and Starbucks, which represent
the majority of our core target market, between 18 to 35 years of age. Our store will feature
display cooking of our featured Belgian Fries from cutting to frying. Our customers will also be
able to read our in-house brochures in regards to all knowledge about Belgian Fries and our
featured sauces. Our store will be decorated with fast food setting, such as a bright counter and
display menu on the wall.
Quality food
The store will offer nothing but freshly fried Belgian fries, sandwiches and variety of unique
blend sauces, all served with old-fashioned home-style care.
Open every day
Our store is open every day from 10 am to 9 pm.
Variety, variety, variety
A different selection of sauces will be featured every three months and we will also change
our Italian soda flavors to accompany our fries.
Company Ownership
Frin Fries is a privately held company. It will be registered as a Limited company, with
ownership 25% - Hazel A, 25% - Reyzhell C, 25% - Marichu A., 25% - Reynaldo C.
Company Locations and Facilities
Frin Fries locations will range in size from 50 – 70 meter square and will seat from 15 – 25
guests. Our first location will be on the larger end of this range. The location will feature its
own originality in merchandise display and other brand building attributes. We will equip the
outlet with modern furniture and aim for cleanliness and an open feeling. We are currently
looking at several possible sites in shopping malls along Olongapo City.
The space selection will be chosen based upon the following criteria:
Community size: minimum of 50,000 people.
Tourist destination.
Easy access.
Large percentage of teenagers in the community.
All of these qualities are consistent with Frin Fries' goal of providing a top quality fast food
experience. We want "word-of-mouth" to be our best form of marketing, where our
customers value our brand as something exciting and cannot wait to tell their friends and
neighbors.
Products
We want to focus only on selling fries. Alcoholic drinks will not be sold in our outlet, as Frin
Fries promotes a healthy and positive Singaporean lifestyle. Instead, we will offer local
Soda to complement the fries.
In promoting the Frin Fries lifestyle, we will offer various merchandise with our logo and
colors, from hats to t-shirts to potato cutters to our signature sauces, so that our customers
can enjoy Frin Fries at home.
Product Description
Frin Fries primarily sells fries and our unique dipping sauces. Main products sold are:
Belgian fries, local sodas and corporate merchandise.
Belgian-style fries are available in large (choose 2 dips), small (choose 1 dip), with addition
of garlic Frin (add PHp 10.00).
The dips for Belgian style fries can also be served with sandwiches; they are available in
more than 20 flavors:
Pesto Mayo
Satay Sauce
Teriyaki Sauce
Thai Chili Ketchup
Creamy Wasabi Mayo
Roasted Pepper Mayo
Lava Cheese
Black Pepper Sauce
Curry Ketchup
Barbecue
Jalapeno Ketchup
Caribbean Islands
Traditional Sambal
Korean BBQ
Hot Chili Sauce
Garlic Dip
3.2 Competitive Comparison
Frin Fries has several advantages over its leading competitors:
Unique "fusion" concept of dipping sauce.
We expect a high degree of enthusiasm and offer a fun store with friendly staff that
reflects the company's youthful and energetic culture.
Supporting merchandise items that support the company's brand building.
Our fried potato is made 100% fresh, compared to most fast food outlets that use frozen
fries.
Our dipping sauce is also made fresh without preservatives.
Our innovative packaging will be more entertaining than our competitors; a single cone
with a cup reserved for dipping sauce.
Company Clean Value Merchandising Hang Simple Fresh Cool Pop
Out Culture
Fresin Yes Yes Yes Yes Yes Yes Yes Yes
McDonald's Yes Yes Yes Yes Yes No Yes Yes
KFC Yes Yes No Yes No No Yes No
Sales Programs
Each opening of Frin Fries will have, more or less, the same marketing mix as the others.
Below are the programs that we will develop to open each location.
Grand Opening
Each new outlet will have outdoor signage as soon as possible. We want the signage to be
supported by banners before the opening.
Point of Purchase
We will use "tray toppers" to explain the concept and philosophy of Frin Fries. We will also
sell gift certificates, announce future job openings, and possibly mention franchise
opportunities.
Market Analysis Summary
Consumer expenditures for fast food in the Philippines rose during the end of the year 2010,
followed by the recovery of Philippines economy. The increasing number of new
establishments such as fast food franchises, fancy restaurants and gourmet bakeries around
Philippines has shown a significant growth in this sector. Food spending is around 56% of
total consumer expenditures in Philippines, and consumer spending on leisure and recreation
made up of 13% of total consumer spending.
A much broader appeal exists for weekend slots because those are the days when most of our
core target market enjoys the mall going activities.
Age - Youngsters, single, currently enrolled in college and high school.
Family unit - We will also appeal to families (young families) with children.
Gender - We will target both sexes, with a slight skew for males due to their lower
attention to dietary concerns.
Income - We will appeal to the medium income individuals and to all in the lower
medium income bracket.
Financial Plan
The company is now privately held by Marichu A, Hazel A, Reyzhell C, and Reynaldo C.
Future shares will be offered after two consecutive years of operating in the Philippines.
Start-up Funding
Start-up Funding
Start-up Expenses to Fund Php68,800
Start-up Assets to Fund 50,000
Total Funding Required 118,800
Assets
Non-cash Assets from Start-up 0
Cash Requirements from Start-up 50,000
Additional Cash Raised 681,200
Cash Balance on Starting Date 731,200
Total Assets 731,200
Liabilities and Capital
Liabilities
Current Borrowing 0
Long-term Liabilities 0
Accounts Payable (Outstanding Bills) 0
Other Current Liabilities (interest-free) 0
Total Liabilities 0
Capital
Planned Investment
Marichu 200,000
Hazel 200,000
Reyzhell 200,000
Reynaldo 200,000
Additional Investment Requirement 0
Total Planned Investment 800,000
Loss at Start-up (Start-up Expenses) (68,800)
Total Capital 731,200
Total Capital and Liabilities 731,200
Total Funding Php800,000
Our Mission and Vision Statement
Vision
Our vision is to become the leading French fries food restaurant – brand in the
Philippines.
Mission
Our main goal is to be one of the most successful fast food outlets in the Philippines,
starting with one retail outlet located inside a major shopping mall as a "market tester."’
Frin Fries will strive to be a premier local fast food brand in the local marketplace. We
want our customers to have the total experience when visiting our outlet(s) and website as
they will learn about this fascinating new "pop culture." We will sell merchandise from
pre-packaged sauces and t-shirts, to potato cutters, all with our official brand attached to
them.
Our main focus will be serving high-quality food at a great value.
