I.

TABLE OF CONTENTS
Page
I. Table of Contents 1

II. Executive Summary 4

III. General Company Description 6

Vision 6
Mission 6
Goal 7

Objectives 7
Business Philosophy 7
Legal Form of Ownership 7

IV. Products and Services 8

Description of Products/Services 8
Competitive Advantages 12
Pricing Structure 12

V. Marketing Plan 14
Market Research 14
Economics 18
Product 19
Feature and Benefits 19
Customers 20
Competition 21
Strategy 22

Sales Forecast 24

VI. Operational Plan 25

Production/ the Service 25
Location 27
Legal Environment 28
Personnel 29
Inventory Control 30
Suppliers 30

VII. Management and Organization 32

Organizational Structure 32

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 Professional and Advisory Support 32

VIII. Financial Plan 35

Start-up Costs and Capitalization 35
Important Assumptions 36
Projected Three-Year Statement of Financial Position 38
Projected Three-Year Statement of Operation 39
Statement of Changes in Owner's Equity 40
Projected Three-Year Statement of Cash Flow 41
Note to Financial Statements 42
Liquidity Ratios 43
Solvency Ratios 43
Profitability Ratios 43
Break-even Analysis 44
Payback Period 43

IX. Appendices 44
Appendix A: Note to Financial Plan 44

Appendix B: Gantt chart 49

Appendix C: Survey Questionnaire and Validation 50

Appendix D: Market Survey Results 52

Appendix E: Layout and Packaging Design 57

X. List of Tables 3

XI. List of Figures 3

2
 LIST OF TABLES

Table
1. Type of Pancakes & Amenities 9
2. Pancake Rates & Refreshments 13
3. Competitive Analysis Matrix 21

4. Sales Forecast 24
5. Production and Company Schedule 27
6. Number of Personnel 29
7. Position, Qualification and Responsibilities of Personnel 33

LIST OF FIGURES

Figure
1. Respondents Occupation 15
2. Frequency & Spending on Purchase a Pancake 16
3. Respondents Age & Number of eating Pancakes 17
4. Pancake Brand that are buying by Consumers 17
5. Willingness to buy 18
6. Sweet Thicky Pancake Flow Chart 26
7. Organizational Chart 32

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 II. EXECUTIVE SUMMARY

Sweet Thicky Pancake is a Food service business providing a Pancakes

and related products which are unique, substantial and nourishing products with

great flavours. The Compnay will be a small entrepreneurial food service located

in SM City, Davao City. Pancakes will be offered with a variety of flavors, sizes,

styles and toppings.

Product quality is critical in the food industry. For that reason, Sweet

Thicky Pancake will ensure product quality through the use of fresh ingredients,

sale of only fresh pancakes. Innovations are also a goal of the company. One

way which this will be accomplished is through creating new flavors of pancakes

and Variety of sizes. Product quality and innovations will be a major focus of the

business.

Based on the Marketing research that was conducted by the company

unveiled the high potential marketability and acceptability of the business in the

proposed location. Sweet Thicky core competencies will address these

concerns -location, price and reliability in terms of quality and quantity. Using the

marketing strategies and the low prices of our products for our target market can

attract them to continuously support our business serving them a variety of

unique pancake mixtures and other product offered.

4
 The identified primary target market of Sweet Thicky will be the working

class professional’s employees and students.

Sweet Thicky Pancake will be managed by a single proprietor, Mr Aya

Chaniago. The owner will take all responsibility in managing the operations of the

business. He will hire highly skilled General Manager, Cashier, Kitchen staff, and

Service Crew, to assist Him in the business. A total of four personnel will be

employed sufficient to ensure smooth flow of business operations.

Sweet Thicky Pancake start up requirements amounted to ₱260,000.00.

The ₱260,000.00 will come from the owner’s fund. It is projected that the average

annual return of investment is at 10%. The projected payback period of 0.59

years is expected of the business which will be supported with increasing gross

profit and net profit margin during its first three years of operations. The business

profit margin is maintained at 34% for three years. Further, the business

projected that Return on sales is at 10%.

5
 II. GENERAL COMPANY DESCRIPTION

The company name is “Sweet Thicky Pancake”. Our “Pancake” is made

of batter mixtures dough. The Company aims to be unique compared to other

pancake house. Aside from its unique is its affordable price, which will benefit

customers with tight food budget. Sweet Thicky will offer sweet and great tasting

pancake for everyone to enjoy.

Sweet Thicky is a business dedicated to providing high-quality desserts in

a comfortable atmosphere for clients who seek a fun "gourmet" experience

outside restaurants. Sweet Thicky Pancake is an innovative business that will

provide delicious and affordable pancakes with a variety of toppings or fillings.

Vision

Sweet Thicky envisions to be one of the leading popular pancake stores

offering variety of healthy pancakes.

Mission

To attain its vision, Sweet Thicky will:

1. Create and promote its unique batter mixtures of tasty and budget friendly

pancakes that will serve as the gift of happiness to everyone.

2. Develop and maintain customers’ loyalty and satisfaction by serving them

the tasty pancake at affordable price.

6
Goal

Sweet Thicky Pancake will have the following goals:

1. Become the destination choice of pancake lovers.

2. Become financially stable within three years.

Objectives

The objectives of Sweet Thicky pancake for the first three years of

operation include:

1. To have a market share of at least 10% per year

2. To offer franchise within the next five (5) years

3. Increase annual sales by at least 6% per year

4. To gain at least 10% net profit margin starting the second year of

operation.

Business Philosophy

Our business philosophy is to provide the population with superior, quality

and freshly prepared.

We created "Sweet Thicky Pancakes” to provide quick and quality

services to customers, with maximum attention to them, and offer the best quality

products,

Legal Form of Ownership

Sweet Thicky Pancake will be a sole proprietorship as its formal legal

entity of business. This structure was chosen because of its operational

simplicity. Any profit or loss shall be borne by the owner.

7
 IV. PRODUCTS AND SERVICES

The products to be offered are pancakes with a customer’s choice of the

toppings and fillings. The menu will be represented with variety of options.

Products will always be fresh, of highest quality and taste.

Our products pancakes, as well as beverages, will be produced only from

the best ingredients, and by high-professional cooks using the modern methods

of preparation and equipment.

Sweet Thicky Pancake sells gourmet desserts coupled with exceptional

customer service in a comforting atmosphere. Customers can dine-in and watch

the chef create their dessert.

Description of Products/Services

The Sweet Thicky is a style pancake that is a flat cake, often thin, and

round, prepared from a starch-based batter and cooked on a hot surface such as

a griddle or frying pan. While it is baked on a pan, the pancake is spread with

butter or margarine, sugar, crushed peanuts, as a base topping. It can also be

done with a variety of toppings or fillings including chocolate sprinkles, cheese,

jam, fruit, syrup, chocolate chips, or other toppings before serving. The pancake

is folded in half, so the toppings get in the middle of pancake.

There are many new varieties of Sweet Thicky complete with a variety of

toppings and taste. Our various filling include imported ingredients like Japanese

green tea powder (matcha), cream cheese, Oreo, chocolate candies such as

8
Kitkat, Nutella hazelnut, Ovaltine crunchy spread and chocolate warmer. The

Company uses premium ingredients like Wijsman butter and Ovomaltine. 

Sweet Thicky usually has dimension of 30 cm in diameter (round shaped)

and about 3 cm in thickness. There are also smaller Sweet Thicky with diameter

of 20 cm; Mini Sweet Ticky with diameter only 8 to 10 cm (suitable for small

children).

The following table shows the features in each type of pancakes

Table 1: Type of Pancakes & Amenities

Type of Pancakes Description Capacity

Pancakes

Small 1 or 2 toppings 1 person

Medium 2 up to 3 toppings 3 persons

Large 4 up to 6 toppings 3-7persons

PIZZA 7 up to 12 toppings : 7-12person

A. MAIN PRODUCTS

Small Pancake
It is Mini Pancake batter served a
layer of butter on top with many
different flavours and
combinations such as chocolate,
cheese, nuts and many more.

9
 Medium Pancake
It is Medium Pancake batter
served a layer of butter is applied
on the base, before the toppings
are poured in.
It serves with various sweet
toppings and filling on top.

Large Pancake
It is Large Pancake batter served
a layer of butter is applied on the
base, before the toppings are
poured in.
It serves with various sweet
toppings and filling on top.

PIZZA Pancake
A Pancake batter modification of
Sweet Thicky. Start with six & up
flavours and toppings are added
to the batter and make the
combination thick pancake.
Filling Options: Chopped nuts,
Toblerone, Nutella, Ovaltine,
Chocolate sprinkles, Grated
cheese, Condensed Milk, Fruit
(strawberry / banana etc), etc.

10
B. REFRESHMENTS

ICED TEA COFFEE

HOT CHOCOLATE MINERAL WATER

11
Competitive Advantages

Sweet Thicky will present an image of wholesome, healthy food in an

attractive and clean atmosphere. With respect to the business transaction, Sweet

Thicky will deliberately choose to be distinctive and unique in its customer

experience.

Listed below are the advantages of Sweet Thicky over other pancake stores.

1. The Pancake Have a variety of forms sizes and shapes, with high-end

baked products made from local supplies

2. Our Delicious Pancake having various kinds of flavours, with baking goods

based on fine quality, supreme taste, and unique.

3. The Sweet Thicky will provide quality food and services at low cost.

4. Products are guaranteed served hot and fresh to the customer.

5. Customer satisfaction is our priority. And they are treated with importance.

6. Delivery hotline

Pricing Structure

Sweet Thicky will adopt the competitive pricing. In this structure, The

prices for these pancakes are based from the current price of the existing

establishments in Davao City offering the same services.

12
 Table below shows the pancake rates of Sweet Thicky Pancake for the

year 2019. The prices for the succeeding years are still subject to inflation.

Table 2: Pancake Rates & Refreshments

Pancake Products Price (php)

Main Products
Small ₱30.00
Medium ₱100.00
Large ₱250.00
PIZZA Pancakes ₱380.00
Extra Size* ₱50.00
REFRESHMENTS PRICE
Iced Tea ₱25.00
Coffee ₱30.00
Hot Chocolate ₱35.00
Mineral Water ₱20.00

*Additional toppings will be charged ₱15.00

V. MARKETING PLAN

The history of many companies shows that marketing is one of the

important factors in the way the company reaches success. Many firms had

products really attractive for consumers, but have failed due to improper

marketing or even the absence of it. Therefore, in assessing the business plan

13
we will pay great attention to this section. We are going to use ₱20,000 for

marketing. The campaign will be made for 6 months: approximately one month

before the opening and 5 months after the opening. The expenses for marketing

are going to be covered by the production process profits.

Market Research

Since marketing research is the key for innovations, Sweet Thicky make

use of this research to make and develop products for our consumers. We knew

that consumer’s demands are changing so we have a research team to find out

what are the consumers’ needs and wants. Research is also a way to identify our

competitors and how to compete with these competitors.

The primary and secondary data collected indicate that Sweet Thicky has

a very propitious opportunity of becoming a profitable business despite the

competition. As a new player, the business’ services offered are differentiated to

gain competitive edge.

A survey was conducted to 150 respondents to understand the perception

and expectation of the target market on the proposed pancake store (See

Appendix D). The market study has established the willingness of the

respondents to patronize it due to its well promoted gourmet dessert and to avail

the services offered by the proposed business.

A total of 150 individuals became respondents of the market survey. It

shows in Figure.1 that 80% or 120 respondents are employed, 4% or 6

respondents are self Employed, 15% or 23 respondents are Students, and 1% or

14
1 respondent is retired. All of the respondents are shopper of SM City, Davao

City.

Respondents Occupation
Retired
1%
Student
15%
Self-Employed
4%

Employed
80%

Figure.1: Respondents Occupation

In Figure 2, according to the graph, 65% of 150 respondents prefer to buy 1-5

times per month with around ₱101-151 per purchase. Furthermore, all

respondents would like to be priced on affordable price per pancakes basis with

₱30-₱350 as the most reasonable price.

Frequency of Purchase Spending on Purchase

Below ₱50
10%

16-20 times
11-15 times 4%
8% More than₱ 200 ₱51-100
29% 20%

6-10 times
23%
1-5 times ₱151-200
65% 7%
₱101-150
34%

Figure.2: Frequency & Spending on Purchase a Pancake

15
 While 23% of 150 respondents eat pancakes 6-10 times per month, 8% of

150 of respondents eat pancakes 11-15 times per month, and 4% of 150

respondents eat pancakes 16-20 times per month.

Most of the respondents eating habit is 1-5 times per month, therefore the

business will have customers every month. While there is a chance that some of

the respondents will eat pancake more than 1-5 times per month.

A. DEMAND

There are approximately 1,000 shoppers who shop at SM City

Davao every day.

The business has a potential in the food industry, because all of the

respondents will surely patronize the products. There is a big possibility

that the respondents will be the customers, since they are eating

pancakes.

Respondents Age Number of eating Pancakes

50 - 57 Above 58 Below 18
9% 1% 7%

42 - 49 18 - 25
11% 15%

34 - 41 26 - 33
27% 29%

Yes
100%

Figure.3: Respondents Age & Number of eating Pancakes.

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 B. SUPPLY

Pancake House, according to the survey got the highest

percentage as the choice of the market to buy their pancakes. It has 30%

respectively. Followed by Jollibee and McDonald’s who got a 29% and

23%. All of the said competitors are around the surrounding area of the

business location

Pancake Brand that are buying by Consumers

Munchpunch Street Vendors

0% 2%
Pancake House
Jollibee 30%
29%

Belgian Waffle
McDonald's 15%
23%

Figure.4: Pancake Brand that are buying by Consumers

Finally, 100% of the respondents signified their willingness to buy

Pancakes from producers located in SM City, Davao City. Therefore, the

respondents want to try the products of Sweet Thicky Pancake and the business

has a chance to earn and have more profit as well. (See figure 5).

Willingnes to Buy

Yes
100%

Figure.5: Willingness to Buy

17
Economics

The Philippines has emerged as one of the rapidly growing food and

drinks industries in the Asian region over the recent past. The country is

characterized by various factors, such as its growing young affluent population,

rising disposable income and rising consumer awareness regarding health and

safety concerns. With these factors, the demand for health food and drinks is

surging high.

The growth in quick service restaurants, increasing population of working

women, millennial population, busy work schedules, and retail chains are the key

contributors in increasing the awareness about the ready-to-eat products among

consumers. The global ready-to-eat food products market is segmented by

product type, packaging and distribution channel.

Product
Sweet Thicky will make a new style of product that the customers would

love. And also will give its customer a variety of budget friendly pancakes with its

aim to promote a healthy lifestyle to our customers. We can guarantee that our

products are made from fresh ingredients; Sweet Thicky is also unique because

we sell different selection of pancake which is Small, Medium, Large, and also

our specialty product Pizza pancake. We also offer iced tea, Water, coffee and

hot chocolate.

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 Product Strategy for Sweet Thicky hot pancakes is to serve affordable

and yet nutritious food to our consumers. We prefer to serve a healthy mixture of

pancake that fits for everyone’s taste. We innovate regular type of pancakes by

adding a more shape and variants

Feature and Benefits

The pancake is somehow rather similar to western pancake, but with

differences. Pancake is usually smaller than Sweet Thicky, and both side of

pancake (up and down side) usually brownish because both side exposed to the

heat. While Sweet Thicky is only the down side exposed to heat. The other

difference is pancake is round shaped when served, while Sweet Thicky is half-

round because the half part is folded on to the other side, keeping the fillings in

the middle.

There are so many possibilities of fillings combinations from Classic to

Modern type, because Sweet Thicky has unique characteristics that somehow it

would just match with any fillings (like pizza). Usually the fillings also including

butter or margarine, and sweet-condensed milk.

The following fillings for Sweet Thicky, Some common fillings are:

1. Plain original (no fillings at all or just plain sugar and condensed milk).

2. Chocolate rice and crushed peanut with banana.

3. Grated cheese

4. Mix of Chocolate, peanut, and cheese

5. Durian (real durian, not artificial)

6. Black sweet-rice

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 7. Jackfruit

8. Strawberry (could be real strawberry or strawberry jam)

9. Boiled corn

Besides the products we market have several features, including:

affordable by the ability of consumers, the product quality is assured. In

accordance with the tastes of society. Have a variety of forms and kinds of

flavors. Guaranteed product ingredients and hygienic. Prices are relatively cheap .

(One) product consists of several kinds of shapes and flavours

Customers

The primary target markets are the working professionals and students.

We expect to have a few customers, due to the new business establishment. But

later on, by providing the customers with the high-quality products and by

conducting an advertising campaign, we expect to attract more new customers

Competition

Sweet Thicky will be competing on price and quality. Customers at Sweet

Thicky Pancake are paying for more than just a pancake; they are paying for an

oasis away from their hectic world.

Pancake House, McDonalds & Jollibee are the direct competitors of the

business, since it has no indirect competitors in the area. The prices of the Sweet

Thicky Pancake products are cheaper than its competitors. The Competitor

Matrix below shows Sweet Thicky in comparison to its competitors:

Table.3: Competitive Analysis Matrix

Factors Sweet Strengt Weaknes Pancak McDonald’ Jollibe Importanc
Thick h s e House s e e to

20
 y customers
Products 5 4 4 4 5
Service 5 4 4 4 5
Price 5 2 3 3
5
Quality 5 5 3 4
4
Reliability 5 5 3 4
3
Stability 3 4 3 3
4
Expertise 5 5 3 4
5
Promotional 5 4 4 4 4
Offers
Company 4 5 5 5 3
Reputation
Location 5 5 5 5 4
Appearance 5 4 3 3 4
Advertising 4 4 4 4 4
Image 4 4 4 4 4
Wi-Fi Yes Yes No No 3
Accessibilit
y
Strategy

Marketing Strategy With the alignment of the business market strategy the

proponents set to use the 4P’s of marketing plan which will be the outline for the

marketing strategy, those are the product, price, promotion, and place that would

be the guideline of Sweet Thicky Pancake to strategize market.

In addition to an overall strategy, different actions and methods will be

used for each of the target markets.

Promotion Strategy

We will employ three different marketing tactics to increase customer

awareness of Sweet Thicky Pancake.

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 1. The most important tactic will be word of mouth to promote its business

/in-store marketing. This will be by far the cheapest and most effective

marketing programs. And also invite food blogger. There will be fliers to be

given to the people in supermarkets so they will know that there is a new

product being introduced.

2. The second marketing tactic will be the use of tarpaulins and flyers. This

will be low budget plans that will provide community awareness for the

business. Leaflets and promotional materials will also be distributed by

sales promotion.

3. The third tactic will utilize social media sites (website, Blog, Facebook,

Instagram, Twitter, YouTube, etc.) to easily advertise its products and

services. so that the power of social media will be used and manage the

online reputation to interact directly to the customer, the store will

encourage customers to leave reviews. The website will also be used in

marketing activities, where the customers can buy online for advance

purchasing.

Pricing Strategy

The pricing strategy of Sweet Thicky Pancake is competitive pricing. The

idea is that Sweet Thicky Pancake business will be able to raise awareness and

get people to try the product. It will help to generate word-of-mouth and create

awareness to the target market.

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 The price of Sweet Thicky is very affordable. In this particular product

which are hot pancakes, our target markets are the working professionals and

students so we put up a price that is affordable and still a delicious product.

Proposed location

Sweet Thicky will be located at the center of activity in Davao city. The

place is high customer traffic area because it is surrounded by establishments

and schools/universities. The place is suitable for its visibility and accessibility for

potential customers, shoppers, workers, and students. Since our business

location is accessible to the market we can easily catch the attention of our target

market,

The place chosen is in SM City, Ecoland, because it is a strategic and

easy to reach the public (consumers). The Store offers ideal location close to all

major business establishments, churches and tourist destinations.

Sales Forecast

The sales forecast is based on the estimated average number of

pancakes sold to customer after careful analysis of the market and the

competitor. It is assumed on average, the business can sell 60 pancakes per day

and it is grossed up to annual sales in pancakes multiplied by price to come up

with annual sales revenue.

Sales in pancakes will increase by 2.36% annually, representing the

average increase of total population in Davao City.

The Units of refreshments to sell is 80% of total daily sales of pancakes.

For additional toppings, it is 50% of the total daily sales in pancakes.

23
 Table.4: Shows Sales Forecast of The Sweet Thicky Pancake for a

three-year period.

Three-Year Projected Total Revenue

Annual Sales Forecast/Unit Annual sales

Products Daily Monthly
2019 2020 2021 Price 2019 2020 2021
Pancakes
Small 15 390 4,680 4,790 4,904 30 140,400 143,713 147,105
Medium 15 390 4,680 4,790 4,904 100 468,000 479,045 490,350
Large 15 390 4,680 4,790 4,904 250 1,170,000 1,197,612 1,225,876
Pizza Type 15 390 4,680 4,790 4,904 350 1,638,000 1,676,657 1,716,226
Sub-total 60 1560 18,720 19,162 19,614 3,416,400 3,497,027 3,579,557
Refreshments
Iced Tea 12 312 3,744 3,832 3,923 25 93,600 95,809 98,070
Coffee 12 312 3,744 3,832 3,923 30 112,320 114,971 117,684
Hot Chocolate 12 312 3,744 3,832 3,923 35 131,040 134,133 137,298
Mineral Water (small) 12 312 3,744 3,832 3,923 20 74,880 76,647 78,456
Sub-total 48 1248 14,976 15,329 15,691 411,840 421,559 431,508
Others
Additional Toppings 30 780 9,360 9,581 9,807 15 140,400 143,713 147,105
Sub-total 780 9,360 9,581 9,807 140,400 143,713 147,105
Total 138 3588 43,056 44,072 45,112 3,968,640 4,062,300 4,158,170
Output Tax 425,211 435,246 445,518
Sales net of tax 3,543,429 3,627,053 3,712,652

Assumption: Number of units sold increases by 3% for years 2 and 3

VI. OPERATIONAL PLAN

We produce the items that are offered in the menu. In the manufacture of

pancakes and related products we will not use preservatives or concentrates

Preparation of pancakes will consume approximately from three to five

minutes, contingent upon the sort and amount requested by the customer, as the

of sorts of items we provide to customers is vast and in this way it is somewhat

hard to envision a common plan of manufacturing procedure

24
Production/ The Service

Sweet Thicky will prepare the batter and cook pancakes per order to

avoid excess products and to assure the quality and freshness of the pancakes

to be served.

Sweet Thicky starts with a thin, eggy batter very much like pancake

batter. It gets deposited into a deep oiled cast iron pan where it slowly cooks until

the centre puffs up with tiny bubbles, very much like a giant crumpet.

The production process of pancakes consists of the following stages:

1) Preparation of batter process

2) Quality control

3) Order

4) Cooking of pancakes

5) Execution and delivery of order

Preparation of batter
process

Quality Control

Order

Cooking of pancakes

The Sweet Thicky

Pancake will be ready to
be serve. .

25
 Figure.6: Sweet Thicky Pancake Process

Production Schedule

The store serves as the plant of the business. All the equipment’s used in

everyday production can be found there. The business will open 9:00 am every

day. Because the operating hours of the location of the business which is SM

Mall Davao City. Thus, the staff must be in the workplace at 8:30 am for food

preparation. Daytime schedules begin around 9:00 a.m. and go through 6:00

p.m., including a one-hour lunch. An evening shift runs from 01:00 p.m. to 06:00

p.m.

Table.5: Production Schedule

DAILY Opening Closing Operation Hours

Sunday 09:00 a.m. 06:00 p.m. 8 hours

Monday 09:00 a.m. 06:00 p.m. 8 hours

Tuesday 09:00 a.m. 06:00 p.m. 8 hours

Wednesday 09:00 a.m. 06:00 p.m. 8 hours

Thursday 09:00 a.m. 06:00 p.m. 8 hours

Friday 09:00 a.m. 06:00 p.m. 8 hours

Saturday 09:00 a.m. 06:00 p.m. 8 hours

Total Operating Hours per Week 56 hours

(with 1 hour lunch break)

26
Company Schedule

Personne Mon Tues Wed Thurs Fri Sat Sun

l
General 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00 day-off 9:00-6:00 9:00-6:00
Manager
Cashier 9:00-6:00 9:00-6:00 9:00-6:00 day-off 9:00-6:00 9:00-6:00 9:00-6:00
Kitchen 9:00-6:00 9:00-6:00 day-off 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00
Staff
Service 9:00-6:00 day-off 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00
Crew #1
Service day-off 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00 9:00-6:00
Crew #2

Location

The exact location of the business is Ground Floor indoor shopping mall, in

Quimpo Boulevard, Corner Tulip Drive Ecoland Subdivision, Barangay Matina,

Talomo, Davao City, Davao del sur, Mindanao, Philippines. Location is one of the

most important aspects of a business and choosing a strategic location adds to

the success of any business. In this case, the proponents came up with their own

standards in choosing the exact location for their business as follows:

i. Convenience – The place is convenient for the customers of Sweet Thicky

Pancake, since it is easy to locate. It is also convenient for the business because

it is surrounded by wet and dry market for supply needs.

ii. Cost – Since the business is just new, the proponents decide to find low rental

cost which is more advisable and economical.

iii. Customer traffic – The place is a high traffic area since it is surrounded by

walking people and students from the nearest schools.

27
iv. Safety – The place has a good security since it has a 24 hour Security

Guards.

Legal Environment

Sweet Thicky Pancake will adhere to the applicable laws, regulation and

ordinances imposed on business establishments in Davao City. The following

requirements which Sweet Thicky Pancake must comply as a pre-requisite in

starting the business:

1. Business Permit

2. Community Tax Certificate

3. DTI Registration

4. City Health Office

5. Local Government Business Tax and Licenses

6. Bureau of Internal Revenue

7. SSS, Phil health and Pag-ibig

Personnel

For the normal function of the company, other employees are also

needed. That is why, the organization structure has been made and the

responsibilities and the needed amount of staff have been measured. As the

business is only being established, the owner will also be the General Manager.

It will be beneficial for a start-up in a way that the money can be saved in the

beginning, as it is always tough at the beginning of the operations.

28
 Employees are trained in a customer focused manner and to be very

knowledgeable of our entire selection of goods and services. And develop

process rigorous, ensuring that the Store has the best team equipped to deliver

the ultimate guest experience.

Sweet Thicky requires the following personnel to operate the business:

Table 6: Number of Personnel

Position Number of Personnel
Kitchen Staff 1
Cashier 1
Service Crew 2
Total Number of Personnel 4

The salary offered to the employees is the legally allowed minimum. Later

on, after the business is stable in development, the salary raises will be

considered based on the employees’ experience and performance. The labour

costs are counted as well per month and per year, to see the general picture of

the expenses needed for the business functioning.

Inventory Control

Sweet Thicky will ensure that a correct balance between sufficiency of

inventory and related carrying costs. Inventory reports will be generated regularly

from the cash register whenever repurchases are deemed necessary. Storing

inventory according to perish ability is also prescribed to maintain the freshness

of ingredients.

29
Suppliers

In order to support Davao businesses, it is important that we purchase

ingredients grown in Davao Region whenever possible. We solely use Wheat

Davao/Philippines for our flour as well as Davao dairies for our dairy products.

Other ingredients are purchased and delivered from a local food distributor.

We use top quality local suppliers and produce a premium product, with

everything we make being made in-house, cooked to order,”

All necessary supplies, machineries, furniture’s and fixtures, equipment’s,

accessories and tools of the Pancake Store needed in the operation will be

procured from NCC - Uyanguren Davao City.

Quality Control

The business will create a system that provides an endless pursuit of

quality products and excellent service to the customers. The staff will follow a

standard of food preparation to ensure the consistency of the ingredients from

one serving to another. The business will make sure that the ingredients of

pancake products to be used are natural and free from preservatives. The

business will conduct a manual inventory controls on a weekly basis to verify

items on hands especially those that will spoil fast like eggs.

The business will maintain a 100% compliance policy for sanitation and

food handling throughout the manufacturing area to ensure the safety and

wellness of the customers. All cooking utensils and equipment are surely washed

and cleared with proper clearing materials every after use.

30
 For packaging, we will make sure to cover the product properly to protect

them against damage or contamination by micro-organisms, air, moisture and

toxins.

VII. MANAGEMENT AND ORGANIZATION

Organizational Structure

The basic functioning of the organization has been created and can be shown in

the figure 10:

31
 General Manager

Service Crew
Cashier Kitchen Staff (2)

Figure.7: Organizational Chart

Professional and Advisory Support

Sweet Thicky Pancake will be managed by a single proprietor, Mr.

Ayatullah Chan. The owner will take all responsibility in managing the operations

of the business, as well as the decision making will be done centralized. To help

him in the business, he will hire a manager, a Cashier, a Kitchen staff and two

Service Crew. A total four personnel will be employed sufficient to ensure smooth

flow of business operations. The bookkeeper or accounting clerk will be hired per

consultation basis paid based on his/her retainer’s fee.

Table 7: Position, Qualification and Responsibilities of Personnel

POSITION QUALIFICATIONS RESPONSIBILITIES

General  Proponent/Owner  Set objectives and targets for the store

Manager  Determine staff needs and recruit staff
 Assess development needs and train and
coach staff
 Delegate duties and tasks to staff to meet

32
 POSITION QUALIFICATIONS RESPONSIBILITIES

objectives and maximize resources

 Set and monitor quality service standards
for staff
 Responsible for store operation
 Manages the inventory
 Handles the monetary transaction
 Takes the place of the Cashier during
day-off
Cashier  High school diploma   She/he makes sure that the files of the
 Attention to detail and employees are organized for the
mathematical skills company’s payroll, submitting invoices in
 Self-directed, highly BIR and paying the bills.
motivated and reliable  She/he maintains the accounts and
 Strong communication records regarding financial aspects.
and time management  Handle cash transactions with customers
skills  Get orders and collect payments
 Customer satisfaction  Issue receipts or change
oriented  Greet customers when entering or leaving
establishments
 Maintain clean and tidy checkout areas
 Keep reports of transactions
 Pack foods ordered by customers and
serve them in the most efficient manner
 Pleasantly deal with customers to ensure
satisfaction
 Willingness to provide needed help to
kitchen staff
 Serve the order when it is already
completed 
 Takes the place of the General Manager
during day-off
Kitchen Staff  Graduate of Bachelor  In-charge of cooking Pancake for the
of Science in Hotel and Customers
Restaurant  Responsible for inventory of kitchen
Management ingredients and buys supplies on the
 Must be 25 to 40 years market or on groceries
old  in charge of planning and creating menus
 Male or Female  Cooking and hygiene control and etc.
 Must have good moral  Helps the Service Crew during day-off
character and is
approachable
 Must be good in
cooking
 Must be in good health
condition
2 Service  At least High School  Set up and stock stations with all
Crew Diploma necessary supplies

33
POSITION QUALIFICATIONS RESPONSIBILITIES

 Male or Female  Food preparation

 18 years old above  Inventory stock appropriately
 Knowledgeable in  Ensure that food comes out in high quality
various cooking  Maintain a positive and professional
methods, ingredients, approach with co-workers and customers
equipment and  Prepare the pancake by order
procedures  Distribute orders
 Accuracy and speed in  Maintaining cleanliness in stall area
executing assigned  Perform other duties when required
tasks  Takes the place of the Kitchen Staff
 Must be meticulous during day-off
attention to detail
 skills in handling and
counting cash

VIII. FINANCIAL PLAN

The ultimate objective of the Business Plan is to be able to assess the

profitability and stability of the proposed business. This will help the management

identify amount needed to run the business and reasonable estimate of expected

profit.

34
 A. Start-up Costs and Capitalization

Sweet Thicky
Start-up Cost and Capitalization Schedule

I START-UP COST
A. PRE-OPERATING EXPENSES
Prepaid Rent 75,000
Supplies Expense 1,845
Permits and Licenses 10,998
Promotional Expense 17,200 105,042
B. CAPITAL EXPENDITURES
Leasehold Improvement 40,000
Store Equipment 17,850
Furniture and Fixtures 26,000
Kitchen Equipments and Utensils 57,383 141,233
C. WORKING CAPITAL 13,725
START-UP COST 260,000

II CONTRIBUTED CAPITAL
Investment of the Owner 260,000

B. Important Assumptions
INCOME STATEMENT

 The sales forecast is based on the average number of pancakes sold to

customer after careful analysis of the market and the competitor.

 On average, the business can sell 80 pancakes per day and it is grossed

up to annual sales in pancakes multiplied by price to come up with annual

sales revenue.

 Sales in pancakes will increase by 2.36% annually, representing the

average increase of total population in Davao City.

35
  A unit of refreshments to sell is 80% of total daily sales of pancakes. For

additional toppings, it is 50% of the total daily sales in pancakes.

 Production Overhead is 30% of the Direct Labour.

 The cost of goods sold represents direct cost for producing pancakes and

refreshments offered.

 Both sales and purchases are subject to 12% VAT. Prices used were VAT

inclusive. All sales and purchases are assumed to be on cash basis.

 The promotional expense for first year includes a budgeted amount of P5,

000 for launching activities and payment to bloggers.

 The following expenses are subject to 3% increase each year.

Utilities Expense

Supplies Expense

 The business is owned by a single proprietor thus subject to individual

Income tax.

 Depreciation Expense is on the straight line basis with no residual value.

 Replacements of fully depreciated assets are made at the end of its useful

life.

BALANCE SHEET

Raw materials inventory is maintained at 1% of next year’s raw materials

requirement. Supplies inventory is maintained equal to 10% of current year's

supplies expense.

36
CASH FLOW STATEMENT

The business uses indirect method.

SHAREHOLDER'S EQUITY

The owner will make an initial investment of P260, 000. The owner will make an

monthly withdrawal of P20, 000 for the first year. Monthly withdrawal will increase

by P5, 000 each year.

C. Projected Financial Statement

Sweet Thicky
Projected Three-Year Statement of Financial Position
As of Dec 31, 2019-2021

37
ASSETS Notes 2019 2020 2021
Current Assets
Cash 106,856 152,463 174,569
Raw Materials Inventory 30,110 30,821 31,129
Supplies 2,214 2,280 2,349
Prepaid Rent Expenses 75,000 214,181 75,000 260,564 75,000 283,047
Non-Current Assets (Net)
Leasehold Improvement (250 sqm) 6 36,000 32,000 28,000
Store Equipment 6 16,065 14,280 12,495
Furniture and Fixtures 6 20,800 15,600 10,400
Kitchen Equipments and Utensils 6 45,906 118,771 34,430 96,310 22,953 73,848
TOTAL ASSETS 332,952 356,874 356,895
LIABILITIES & SHAREHOLDER'S EQUITY
Current Liabilities
VAT Payable 20,981 21,476 21,983
Utilities Payable-1 mo. 4 9,999 10,299 10,608
Income Tax Payable 13 5,515 15,728 24,987
SSS, PHIC, HDMF Payable 5 4,397 40,892 4,397 51,901 4,397 61,975
Owner's Equity
Aya, Capital 292,060 304,973 294,920
TOTAL LIABILITIES & OWNER'S EQUITY 332,952 356,874 356,895
Sweet Thicky
Projected Three-Year Statement of Operation
Years ended 2019-2021

38
 2019 2020 2021
Note

Sales 1 4,724,571 4,836,071 4,950,203

Less: Cost of Good Sold 2,860,449 2,922,433 2,985,880
Gross Profit 1,864,123 1,913,638 1,964,323
Less: Operating Expenses
Promotional Expense 2 17,200 12,200 12,200
Supplies Expense 3 22,137 22,801 23,485
Utilities Expense 4 119,988 123,588 127,295
SSS, PHIC, PAGIBIG 5 52,764 52,764 52,764
Depreciation Expense 6 22,462 22,462 22,462
Permits and Licenses 7 10,998 10,183 10,183
Salaries and Wages 8 360,000 360,000 360,000
Rent Expense 9 900,000 900,000 900,000
Professional Fee 11 36,000 36,000 36,000
13th Month Pay 12 45,000 45,000 45,000
Total Expenses 1,586,548 1,584,997 1,589,389
Net-Income Before Tax 277,574 328,641 374,934
Less: Income Tax 13 5,515 15,728 24,987
Net-Income After Tax 272,059 312,913 349,947

Sweet Thicky
Statement of Changes in Owner's Equity
For the Period 2019-2021X

39
 2019 2020 2021

Aya, Capital 260,000 292,060 304,973

Add: Net-Income 272,059 312,913 349,947
Less: Withdrawals 240,000 300,000 360,000
Aya, Capital 292,060 304,973 294,920

Sweet Thicky
Projected Three-Year Statement of Cash Flow
For the Period 2019-2021

40
 2019 2020 2021
OPERATING ACTIVITIES
NET-INCOME AFTER TAX 272,059 312,913 349,947
Add/Deduct: Non-Cash Items
Depreciation-OPEX 22,462 22,462 22,462
Changes in Working Capital
(Increase)/ decrease Raw Material Inventory (30,110) (711) (308)
(Increase)/ decrease Supplies (2,214) (66) (68)
(Increase)/ decrease Prepaid Rent (75,000) - -
Increase/ (decrease) VAT Payable 20,981 495 507
Increase/ (decrease) Accrued Utilities Expenses 9,999 300 309
Increase/ (decrease) SSS, PHIC, PAGIBIG Payable 4,397 - -
Increase/(decrease) Income tax payable 5,515 10,213 9,259
NET-CASH INFLOW/ (OUTFLOW) 228,089 345,606 382,106

INVESTING ACTIVITIES
Leasehold Improvement (40,000)
Store Equipment (17,850)
Furniture and Fixtures (26,000)
Kitchen Equipments and Utensils (57,383)
NET-CASH INFLOW/(OUTFLOW) (141,233) - -

FINANCING ACTIVITIES
Owner's Contribution 260,000 - -
Withdrawals (240,000) (300,000) (360,000)
NET-CASH INFLOW (OUTFLOW) 20,000 (300,000) (360,000)
TOTAL NET CASH FLOWS 106,856 45,606 22,106
Add: Cash, Beg. Balance - 106,856 152,463
CASH, ENDING BALANCE 106,856 152,463 174,569

Notes to Financial Statements

41
Financial Analysis

42
 Sweet Thicky
Financial Ratios
For the Period 2019-2021
2019 2020 2021
Net Income 272,059 312,913 349,947
Return on Sales 5.76% 6% 7%
Revenue 4,724,571 4,836,071 4,950,203

Net- Income 272,059 312,913 349,947

Return on Assets 82% 88% 98%
Total Assets 332,952 356,874 356,895

Net- Income 272,059 312,913 349,947

Return on Equity 93% 103% 119%
Owner's Equity 292,060 304,973 294,920

Current Assets 214,181 260,564 283,047

5.24 5.02 4.57
Current Ratio Current Liabilities 40,892 51,901 61,975

Total Equity 292,060 304,973 294,920

Equity to Asset Ratio 88% 85% 83%
Total Assets 332,952 356,874 356,895

Break- even Analysis

BREAK- EVEN POINT 2019 2020 2021
Sales Revenue 4,724,571 4,836,071 4,950,203
Variable Cost 3,002,574 3,068,822 3,136,660
Contribution Margin 1,721,998 1,767,250 1,813,542

Fixed Cost 1,564,411 1,562,196 1,565,904

Contribution Margin Ratio (CM/SR) 36% 37% 37%
Break-Even Revenue 4,292,208 4,274,943 4,274,254
Average Price 183 183 183
No. of Pancakes to Break-Even 23,519 23,360 23,357

Payback Period

PAYBACK PERIOD Operating Cash Flows

260,000
1 228,089 31,911
2 345,606 (313,695)
3 382,106 (695,801)
4 382,106
5 1.14 yrs

43
 IX. APPENDICES

Appendix A. Notes to Financial Plan

NOTES
2 Promotional Expense Unit/year Unit Cost Total Cost
Signage 1 2,200 2,200
Bloggers and Social Media 5 2,000 10,000
Launching expense 1 5,000 5,000
Total 7 9,200 17,200

3 Supplies Expense Qty Unit Cost Total Cost

Store and Office Supplies
Bond Paper/box 1 500 500
Calculator 1 750 750
Ballpen/box 2 80 160
Decoration 12 1,000 12,000
Stapler/pcs 2 60 120
Cleaning Supplies
Table Napkins 36 15 540
Disposable Gloves 12 100 1,200
Alcohol 12 75 900
Sponge 24 5 120
Dishwashing liquid 24 25 600
Rag 5 135 675
Liquid Hand Soap 12 99 1,188
Broom 1 99 99
Dust Pan 1 100 100
Revolving Mop 1 500 500
Trash Bin 3 375 1,125
Garbage Bag 12 130 1,560
Total 18 22,137

4 Utilities Expense Qty Unit Cost Total Cost

Lights 12 2,000 24,000
Water 12 6,000 72,000
Wifi 12 1,999 23,988
Total 24 9,999 119,988

44
 5 SSS, PHIC, PAGIBIG SSS and EC No. of Total SSS,
PAGIBIG
Employee Monthly Salaries EE Share ER Share Contribution EE Share ER Share EE Share ER Share PHILHEALTH Employees PHIC, PAG-
Cashier (1) 10,000 363 746 1,109 100 100 200 125 125 250 1 11,652
Service Crew (2) 10,000 363 746 1,109 100 100 200 125 187 187 2 24,792
Kitchen Staff (1) 15,000 545 1,135 1,680 100 100 200 125 125 250 1 16,320
Total 545 2,627 3,898 300 300 600 375 437 687 52,764
Depreciation Expense Units Unit Cost Total Costs Useful Life Depreciation Acc. Dep- Book Value- Acc. Dep- Book Value- Acc. Dep- Book Value-
Fixed Assets To OPEX 2019 2019 2020 2020 2021 2021
Leasehold Improvement
Site and Kitchen Preparation Works 1 20,000 20,000 10 2,000
Electrical Works 1 10,000 10,000 10 1,000
Painting Works 1 5,000 5,000 10 500
CR 1 5,000 5,000 10 500
Sub-Total 40,000 4,000 4,000 36,000 8,000 32,000 12,000 28,000
Store Equipment
POS System cash register 1 17,850 17,850 10 1,785
Sub-Total 17,850 1,785 1,785 16,065 3,570 14,280 5,355 12,495
Furniture and Fixtures
Chairs 16 1,000 16,000 5 3,200
Tables 4 2,500 10,000 5 2,000
Sub-Total 26,000 5,200 5,200 20,800 10400 15600 15600 10400
Kitchen Equipments and Utensils
Water Dispenser 1 4,450 4,450 5 890
Ranges 1 15,900 15,900 5 3,180
Refrigerator 1 13,995 13,995 5 2,799
Hand Mixer 2 350 700 5 140
Kitchen measuring spoons 1 500 500 5 100
Measuring cups 5 100 500 5 100
Mixing bowls 4 500 2,000 5 400
Wire whisk 2 180 360 5 72
Small pouring jug with graduated measurements 2 250 500 5 100
Pancake batter dispenser 2 249 498 5 100
Pancake turner 2 743 1,486 5 297
Palette knife 2 580 1,160 5 232
Crepe spreader 2 312 624 5 125
Spoons 12 300 3,600 5 720
Fork 12 300 3,600 5 720
Plates 10 450 4,500 5 900
Glasses and Mugs 12 50 600 5 120
Cooking brush 5 482 2,410 5 482
Sub-Total 57,383 11,477 11,477 45,906 22,953 34,430 34,430 22,953
Grand Total 141,233 22,462 22,462 118,771 44,923 96,310 67,385 73,848

45
7 Permits and Licenses CLASSIFICATION UNITS UNIT COST TOTAL
2018 2019 2020 2019 2020
Mayors Permit Permits & Licenses 1 800.00 800.00 800.00 800.00 800.00 800.00
Garbage Fee Permits & Licenses 1 440.00 440.00 440.00 440.00 440.00 440.00
Zoning Fee Permits & Licenses 1 300.00 300.00 300.00 300.00 300.00 300.00
Bureau of Protection Permits & Licenses 1 288.60 288.60 288.60 288.60 288.60 288.60
Electrical Fee Permits & Licenses 1 296.00 296.00 296.00 296.00 296.00 296.00
Health Care Certificate Permits & Licenses 1 50.00 50.00 50.00 50.00 50.00 50.00
Mechanical Fee Permits & Licenses 1 100.00 100.00 100.00 100.00 100.00 100.00
Tax Clearance Fee Permits & Licenses 1 50.00 50.00 50.00 50.00 50.00 50.00
License Plate Permits & Licenses 1 150.00 150.00 150.00 150.00 150.00 150.00
Sanitary Permit Fee Permits & Licenses 1 100.00 100.00 100.00 100.00 100.00 100.00
Sanitary Inspection Permits & Licenses 1 300.00 300.00 300.00 300.00 300.00 300.00
Barangay Clearance Permits & Licenses 1 500.00 500.00 500.00 500.00 500.00 500.00
BIR Fee Permits & Licenses 1 500.00 500.00 - -
Business Name Registration Permits & Licenses 1 215.00 215.00 - -
BIR Certification Fee Permits & Licenses 1 100.00 100.00 - -
Documentary Stamp Permits & Licenses 1 500.00 500.00 500.00 500.00 500.00 500.00
Books of Accounts SOS 1 400.00 400.00 400.00 400.00 400.00 400.00
Print Receipts SOS 20 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00
Business Tax (PHP 2,408.05 business taxPermits
(25% of &1%Liofcenses
paid-up capital) 1 2,408.05 2,408.05 2,408.05 2,408.05 2,408.05 2,408.05
Total Permits 10,997.65 10,182.65 10,182.65 10,182.65 10,182.65

8 Salaries and Wages Total

Employees Number of employee Salary/Month Cost/month Annual Salaries
Cashier (1) 1 10,000 10,000 120,000
Service Crew (2) 2 10,000 20,000 240,000
Total 360,000

9 Rent Expense
No. of Months Rent/Mos Total Cost
Space 12 75,000 900,000
Rental Payment 900,000

46
10 Capital Expenditures
Breakdown of Cost

Unit Est. Unit Cost Total Cost

Leasehold Improvement (250 sqm)
Site and Kitchen Preparation Works 1 20,000 20,000
Electrical Works 1 10,000 10,000
Painting Works 1 5,000 5,000
CR 1 5,000 5,000
Subtotal 40,000
Store Equipment
POS System cash register 1 17,850 17,850
Subtotal 17,850
Furniture and Fixtures

Chairs 16 1,000 16,000

Tables 4 2,500 10,000
Subtotal 26,000
Kitchen Equipments and Utensils
Water Dispenser 1 4,450 4,450
Ranges 1 15,900 15,900
Refrigerator 1 13,995 13,995
Hand Mixer 2 350 700
Kitchen measuring spoons 1 500 500
Measuring cups 5 100 500
Mixing bowls 4 500 2,000
Wire whisk 2 180 360
Small pouring jug with graduated measurements2 250 500
Pancake batter dispenser 2 249 498
Pancake turner 2 743 1,486
Palette knife 2 580 1,160
Crepe spreader 2 312 624
Spoons 12 300 3,600
Fork 12 300 3,600
Plates 10 450 4,500
Glasses and Mugs 12 50 600
Cooking brush 5 482 2,410
Subtotal 57,383
Total 141,233

47
11 Professional Fee Qty Unit Cost Total Cost
Accountant/ Bookkeeper 12 3,000 36,000
Total 12 3,000 36,000

12 13th Month Pay No. of Employees Monthly Salary Total Cost

Cashier (1) 1 10,000 10,000
Service Crew (2) 2 10,000 20,000
Kitchen Staff (1) 1 15,000 15,000
Total 45,000

13 Income Tax
2019 2020 2021
Tax for P400, 000 - -
Excess of 250,000/400, 000 @20%/25% 5,515 15,728 24,987
Income Tax Expense 5,515 15,728 24,987

48
 Appendix B. Gantt Chart

Activities Augustus Septembe October November December January

2018 r 2018 2018 2018 2018 2019
Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Business
Conceptualizati
on
Preparing for
Location
Market Study
Technical Study
Business
Registration
Making of
Business Stall
Acquisitions of
Equipment's
Management
Aspects
Hiring of
Applicants
Training
Start of
Operation

49
 Appendix C. Survey Questionnaire and Validation

Survey Questionnaire
THE MARKETABILITY OF SWEET THICKY PANCAKE IN DAVAO CITY

Dear Respondents:
Good day!

We are gathering information on the viability of our proposed business as a

subject requirement for Business Plan. Your patience and cooperation in filling out this
questionnaire is highly appreciated.

Rest assured that your answers will be held with strict confidentiality.

The Researcher
---------------------------------------------------------------------------------------------------------------------

Part I: Demographic Profile

Name (optional) ______________________________________________________

Davao City District Address _____________________________________________
Gender: □ Male Civil Status: □ Single Age ________
□ Female □ Married
□ Separated
□ Widow/Widower
Present Occupation: □ Employed
□ Self- employed
□ Student
□Others (Please specify) _______________________
If Student, please answer the following:
1. College Level ______________________
2. High School Level __________________

For Student, Kindly check your weekly allowance:

□ Below 500 □ 1,001 – 1,500 □ above 2,000
□ 500 to 1,000 □ 1,501 – 2,000
For Employed, Kindly check your monthly income:
□ Below 5,000 □ 15,001 - 20,000 □ 30,001 - 35,000
□ 5,001 to 10,000 □ 20,001 - 25,000 □ Above 35,000
50
 □ 10,001 - 15,000 □25,001 - 30,000
Part II: Preferences
1. Do you like eating pancakes?
□ Yes □ No
2. If no, Why? _______________________________________________
3. How often per month do you go out to eat at a dessert shop or pancake house?
□ 1-5 times □ 6-10 times □ 11-15 times □ 16-20 times □ more than 20 times
4. Where do you usually buy your pancake?(Check all that applies)
□ Pancake House □ Jollibee □ Belgian Waffle □ McDonald’s
□ Other Brands (Specify) ______________________________________
5. What are your favorite pancake toppings?
□ Classic □ Grated Cheese □ Chocolate □ Caramel with Peanuts
□ Maple Syrup □ Others (please specify) ____________________
6. Do you like Fresh Fruits on your pancake ?
□ Yes □ No
7. If yes what fruits variant do you like ? (Check all that applies)
□ Banana □ Durian □ Jackfruits □ Corn □ Strawberries
□ others (Please specify) ______________________________________
8. How much do you usually to spend on buying a pancake?
□ P50 + below □P51-100 □P101-150 □
151-200 □
more than 200
9. You have a perfect, beautiful buttermilk pancake in front of you...what will you put on
it?
□ Pure maple syrup □ Butter □Caramel □ Chocolate □Grated Cheese
□ others (please specify) _______________________________________
10. If a new pancake will be opened in the market, are you willing to buy their products?
□ Yes □No
11. How much is a reasonable price for you on the pancake product?
Small □30 □40 □50
Medium □100 □150 □200
Large □250 □300 □350
12. Which do you prefer as the location of this store?

□ SM Ecoland □ Gaisano Mall-Bajada □ Matina Town Square

□ SM Premier-Lanang □ Abreeza Mall

51
 Appendix D. Market Survey Results

Part I: Demographic Profile

Davao City District Address ____________________________________________

Respondents of Davao City District

Poblacion Talomo Agdao Buhangin Calinan Toril Tugbok

3%
12%

7%

4%
3% 53%

18%

Gender: □ Male Civil Status: □ Single Age ________

□ Female □ Married
□ Separated
□ Widow/Widower
Gender of the Respondents Civil Status

Single Married Separated Widow/Widower

Male 1%1%
35%

Female 38%
65%

60%

52
 Respondents Age

50 - 57 Above 58 Below 18
9% 1% 7%

42 - 49 18 - 25
11% 15%

34 - 41 26 - 33
27% 29%

Present Occupation: □ Employed

□ Self- employed
□ Student
□Others (Please specify)
If Student, please answer the following:
1. College Level ______________________
2. High School Level __________________

For Student, Kindly check your weekly allowance:

□ Below 500 □ 1,001 – 1,500 □ Above 2,000
□ 500 to 1,000 □ 1,501 – 2,000
For Employed, Kindly check your monthly income :
□ Below 5,000 □ 15,001 - 20,000 □ 30,001 - 35,000
□ 5,001 to 10,000 □ 20,001 - 25,000 □ Above 35,000
□ 10,001 - 15,000 □ 25,001 - 30,000
Respondent Occupation Students
Student College Level High School Level
Retired
1%
Student
15%
Self-Employed
4%

39%

Employed 61%
80%

53
 Students Weekly Allowance Employed Monthly Income

Below 5,000 5,001 - 10,000

2% 4%
1,501 - 2,000
8% 10,001 - 15,000
Above 35,000 7%
35%
15,001 - 20,000
1,001 - 1,500 Below 500 20%
25% 38%

30,001 - 35,000
4%
501 - 1,000 25,001 - 30,000 20,001 - 25,000
29% 10% 18%

Part II: Preferences

1. Do you like eating pancakes?
□ Yes □ No
2. If no, Why?
Number of eating Pancakes

Yes
100%

3. How often per month do you go out to eat at a dessert shop or pancake house?
□ 1-5 times □ 6-10 times □ 11-15 times □ 16-20 times □ more than 20 times
4. Where do you usually buy your pancake? (Check all that applies)
□Pancake House □Jollibee □Belgian Waffle McDonald’s □ □Other Brands
(Specify) ______________________________________

Frequency of Purchase Pancake Brand that are buying by Consumers

Munchpunch Street Vendors

0% 2%

16-20 times Pancake House

11-15 times 4% Jollibee 30%
8% 29%

6-10 times
23% 1-5 times
65%
Belgian Waffle
McDonald's 15%
23%

5. What are your favorite pancake toppings?

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 □ Classic □ Grated Cheese □ Chocolate □ Caramel with Peanuts
□ Maple Syrup □ Others (please specify) ____________________
6. Do you like Fresh Fruits on your pancake ?
□ Yes □ No
Favorite Pancake Toppings Do you like fresh fruits on your pancake?

Yes No
9%
Classic Grated Cheese
12% 1%
39%

Chocolate Caramel with Peanuts

23%

Maple Syrup
17%
99%

7. If yes what fruits variant do you like ? (Check all that applies)
□ Banana □ Durian □ Jackfruits □ Corn □ Strawberries
□ Others (Please specify) ______________________________________
8. How much do you usually to spend on buying a pancake?
□ Below 50 □ P51-100 □ P101-150 □151-200 □ more than 200
Fruits variant that Consumers like Spending on Purchase

Below ₱50
Banana Durian Jackfruits Corn Strawberries Manggo Blueberry 10%
More than₱ 200
29%
₱51-100
4% 2% 20%

10%

12% ₱151-200 ₱101-150

47% 7% 34%

11%

14%

9. You have a perfect, beautiful buttermilk pancake in front of you,what will you put on it?
□ Pure maple syrup □ Butter □Caramel □ Chocolate □Grated Cheese
□ others (please specify) _______________________________________
10. If a new pancake will be opened in the market, are you willing to buy their products?
□ Yes □ No

55
 You have a perfect beautiful buttermilk pancake in front of you, what will you Willingness to buy
put on it?

3%
9%
13%

30%
39%
Yes
100%
7%

11. How much is a reasonable price for you on the pancake product?
Small □30 □40 □50
Medium □100 □150 □200
Large □250 □300 □350
12. Which do you prefer as the location of this store?

□ SM Ecoland □ Gaisano Mall-Bajada □ Matina Town Square

□ SM Premier-Lanang □ Abreeza Mall
Reasonable price for the pancake products
120

100

80

60

40

20

0
₱30 ₱40 ₱50 ₱100 ₱150 ₱200 ₱250 ₱300 ₱350

Small Medium Large

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 Preference on location

2%
5%
5%
SM Ecoland Gaisano Mall-Bajada

22% Matina Town Square SM Premier - Lanang

Abreeza Mall
66%

Appendix E. Layout and Packaging Design

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