1.

0 EXECUTIVE SUMMARY

1.1 Business model

 Supplier  Advertisi The

Giving The
s ng business
discounts customer
 Promotion offers
 Distribu and coupons s will
al Ads HEALTHY yet
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AFFORDABLE
 Discounts activities segmente
and
that would d among
CREATIVE
make them the
snacks to
 Human buy the students
every
resources products of WUP
students
more and to
 Technolog and
the
ical teachers.
teachers
assistanc
e

Equipment to be used contributes Penetration pricing strategy

a big part on the cost as so, will be used since the business
buying second hand equipment’s is on its early stage to gain
with better quality would be the customers through affordable
solution. pricing strategy

1.2 Business and product positions

The business will be positioned as one of the

patronizing producers of potato snacks that the students as
well as the teachers would love due to its healthy benefit,
affordable yet creative way of offering such products.

The business will penetrate not just the whole central

Luzon but aims also to expand its production in different
side of the Philippines and hopefully to go global.

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1.3 Wealth improvement approaches

This business would help not just the owners but also
those human resources that will be needed. In this aspect,
the business can help those people to earn their living by
giving them a stable source of income.

1.4 Parties supporting the business

Every business has its primary purpose of gaining profit

from the products and services they offer. However, they
cannot go away with the fact that they are operating in a
social environment. This aspect discusses details of
responsibilities and relationship of the business towards
the society in which they operate. In this part, creating
our products, the business will consider the whole part of
the business especially the social impact in the community.
Our products aims to give healthy lifestyle by healthy
snacks in a creative way. It is important that small
entrepreneurs nowadays should realize the worth of
innovating and starting a business that would largely
contribute to the socio-economic development of the
country.

Government

Government has its regulation in order to balance

everything within the society that’s why it is called as
the backbone of the society. These regulations are needed
to be complied by the business so that it would cease to
flourish. Putting up a business gives government many
benefits in many ways. A business generates income and part
of it is given to the government in the form of taxes. Our
business is expected to give a contribution to the
government. The tax payments that we provided will help the
community as well as the economy in its future projects
that will benefit the people.

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2.0 VISION, MISSION, GOALS AND OBJECTIVES OF THE BUSINESS

2.1 Vision

To be one of the leading snacks in the Philippines that

offers nutritious and healthy
lifestyle to the consumers.

2.2 Mission

The Twirl dash potato shall provide a healthy and

delicious snack that can satisfy consumers and in
response to lessen the malnourishment problem
throughout the country.

2.3 Goals

 To establish the presence of product as a successful

innovative but nutritious
 snack in the market
 To make the product as an alternative snack for the
children who don’t patronize healthy foods
 To become a well-known brand offering delicious and healthy
potato products

2.4 Objectives

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  To increase sales by 12%
 To delight customers by offering delicious and healthy
snacks
 To introduce twirl dash potato to the market as a favorite
snack every individual.
 To improve customer service by treating them well and
always wearing smile on their faces

3.0 BUSINESS DESCRIPTION

3.1 Proposed name of the business

Twirl Dash Potato

Having a unique and appealing name of a business can

help it be more marketable to the customers. It is the
front-liner of your business, as so, it is important
for a company to choose the right name that would suit
product.

The word twirl symbolizes the twist that the product

will make. Dash means “fast” which indicates the
accuracy and speed of the company when it comes to
serving the product on time. Potato, from the word
itself means that the basic of our product is made from
it.

The humor on iconic name Twirl Dash Potato is about to

hit the market with its flavorful healthy ingredients
aiming to be the not just a snack, but a flavorful
healthy snack for all ages.

3.2 Address

Choosing a strategically location is significant for

an organization. As so, thorough assessment with

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 regard to this matter is needed. Since Twirl dash

potato is a street-food product that is labeled as a

nutritious one, it will be put into a kiosk, in which

the kiosk will place in the food court of Wesleyan

University –Philippine in line with the other food

stall located there. The university can be found in

Mabini Street Extension, Cabanatuan City, Nueva Ecija.

3.3 Name of the owner/s

Twirl Dash Potato is a partnership type of

organization with seven (7) proponents. Namely, Maria

Charlene Ann R. Valdez, Kimberly P. Ducusin, Vanessa

Galecto, Juvylyn Parungao, Jeodikent Albo, Frances

Calara, Maria Nicole Policarpio.

Funding requirements or sources

SOURCE OF CAPITAL EQUITY

Maria Charlene Ann R. Php 5, 000

Valdez

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 Kimberly P. Ducusin Php 5, 000

Vanessa Galecto Php 5, 000

Juvylyn Parungao Php 5, 000

Jeodikent Albo Php 5, 000

Frances Calara Php 5, 000

Maria Nicole Policarpio Php 5, 000

TOTAL Php 35, 000

The table above shows the contribution of each of the

member of the group. Each member contributed 5, 000

each to provide the needs and the materials of the

product.

3.4 Nature of the organization

The business is a partnership type of business

organization mainly because it composed of nine owners

which are equally divided in terms of works and share

of ownership in the business. We chose partnership

because it is easy to establish and start-up costs are

low because being new in the industry and business, we

should of course need to consider its cost. Aside from

that, it will be easy for us to change the legal

structure if the circumstances will change. Lastly, we

engaged with this type of business organization

because we certain that a two mind and hand – sharing

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 thoughts, insights and ideas – helping together for

its desire is better than being alone. In addition,

liabilities can also be shared by the partners.

3.5 Product that it plans to produce or serve

Potato Snacks

In the future time, the business will provide products

that came from potato. It aims to produce different

varieties of potato snacks such as fries, mojos,

wedges, etc. with different varieties of flavors.

3.6 Sized of the proposed business

Small-Medium Enterprise (SME’s)

The business will fall in the SME’s industry since it

is a start-up business. The size of the business will

determine that success of it.

3.7 Future parties with whom contracts may be necessary

SUPPLIERS

Suppliers of the raw materials will be needed to

execute the proposed business. As such, contracts of

sales will be needed in order to ensure the binding

between the two parties.

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DISTRIBUTORS

In the future, when the business has grown and reaches

its target goals and objectives the business will be

needing distributors of such products in order fot it

to penetrate not just the target place but as well as

the whole industry. With this, contract of

distributorship will be required in order to assure

the responsibilities given by the business to the

distributors.

PESTEL ANALYSIS

POLITICAL FACTORS:

There increased the pressure on food suppliers from

Philippine food industry to come up with healthier

eating by creating initiatives such as Healthy

Schools. The main aim was to encourage pupils to think

while making choice about eatables. These initiatives

were supported by many businesses as they believe that

its food including potato based products are

nutritious because prepared in a healthy and simple

way.

ECONOMIC FACTORS

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The business has grasped the opportunity being

created by the economic factors like market demand,

consumer preference and buying patterns due to rise in

the income of consumer e.g. as incomes go up people

prefer to buy what they see as superior varieties of a

product type specifically with the ready prepared

foods. After the rise in incomes the cash rich and

time poor would prefer to switch to ready meals and

simple to prepare foodstuffs that can be quickly heat

in an oven than buying potatoes and making chips at

home or taking time to go to fish and chip shop. Now

that people became more responsible about their

health. Twirl Dash Potato has risen to this challenge

by creating a range of varieties and different flavors

like choco, caramel with salted egg and homemade

sauce , to appeal to a variety of customers.

SOCIAL FACTORS

This involves the changing consumer preference and

demand for some popular clothes are determined by

fashion , food products are determined by eating

patterns shows that these are affected by trends and

eating habits are always changing. Currently one in

four of all potatoes consumed are eaten as chips.

Recently food producers have seen a slowdown in sales

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as a result of campaigns to encourage healthier

eating.

A key way in which the business has responded to

changing customer tastes has been to improve the

nutritional make-up of its products.

TECHONOLOGICAL FACTORS

It is related with the challenges of food technology

which one of the most dynamic technologies in the

modern economy. Acquision, manufacturing and marketing

of the ingredients are under strict control. It

involves researching and developing new techniques for

making diverse products like ice-creams, frozen oven

chips and etc. each of these products involves finding

technical solutions to problems such as:

• Freeze while retaining flavor.

• Maximize natural nutritional characteristics.

• Turn a frozen product into an oven heated

product.

LEGAL

Responsible businesses not only abide by the law, they

seek to create standards above minimum requirements.

The business has to be aware of a number of legal

factors. The government's Food Standards Agency has

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recommended that firms put 'traffic light' labels on

food to help people understand what they are buying

and to help them make the right choices:

• Red represents high levels of ingredients such as

fats and salts.

• Green represents low levels.

Numbers of sources are responsible for changes that

are social, legal, economic, political and

technological change is the one constant in the

business environment. These factors have affected the

business particularly in relation to its core products

as it is a market focused company and would have to

respond according to customer wants. Consumers are

increasingly aware of food content and food issues and

they are looking for labeling and read information in

the press about what is good for them. The researchers

and food technologists enable the company to keep in

tune with the changing environment

INDUSTRY ANALYSIS

Street-food Industry

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The term "street foods" describes a wide range of

ready-to-eat foods and beverages sold and sometimes

prepared in public places, notably streets. Like fast

foods, the final preparation of street foods occurs

when the customer orders the meal which can be

consumed where it is purchased or taken away. Street

foods and fast foods are low in cost compared with

restaurant meals and offer an attractive alternative

to home-cooked food. In spite of these similarities,

street food and fast food enterprises differ in

variety, environment, marketing techniques and

ownership.

Street foods often reflect traditional local cultures

and exist in an endless variety. There is much

diversity in the raw materials as well as in the

preparation of street food beverages, snacks and

meals. Vendors' stalls are usually located outdoors or

under a roof which is easily accessible from the

street. They have low-cost seating facilities which

are sometimes rudimentary. Their marketing success

depends exclusively on location and word-of-mouth

promotion. Street food businesses are usually owned

and operated by individuals or families but benefits

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from their trade extend throughout the local economy.

For instance, vendors buy their fresh food locally,

thus linking their enterprises directly with small-

scale farms and market gardens.

By contrast, fast food outlets specialize in fewer

foods which are usually prepared by frying.

Hamburgers, chicken, chips and pizza often

predominate. These enterprises, which are usually

indoors, invest heavily in seating, air conditioning

and bright decor. Marketing strategies are almost

exclusively dependent on advertising, sponsorship and

special offers which aim to create brand loyalty.

Owners usually have a franchise arrangement with a

transnational company which also controls the

provision of raw materials, the menu and the mode of

preparation. Profits from sales generated by foreign-

controlled fast food chains often leave the country.

Street foods' role in the economy

Street food micro-industries are vital for the

economic planning and development of many towns. The

contribution of street food vendors to the economies

of developing countries has been vastly underestimated

and neglected. However, statistics for some places do

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exist. In the Indonesian city of Bogor annual sales of

street foods amount to US$67 million (Cohen, 1986). If

one computes the average daily sales of the 100 000

(by conservative estimate) stalls in Malaysia, annual

street food sales amount to US$2.2 billion (Allain,

1988). This is a relatively significant figure

considering that most of the earnings are generated

locally and thereby promote economic self-sufficiency.

The significance of the street food industry has often

been ignored because it is considered part of the

informal sector. Previously, the informal sector was

thought to symbolize a lack of economic development

that would and should disappear with modernization.

Until more permanent jobs could be provided by the

modern sector, the former was expected to absorb

unskilled workers who migrated to the city from rural

areas (Todaro, 1969).

However, this phenomenon has lasted longer and may be

less transitional in nature than previously

anticipated. The informal sector appears to be growing

more rapidly than the formal sector in the urban areas

of many countries (Farbman, 1980). Because of the

rapid rise in urban populations and increasing

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awareness of the limited employment generated by

large-scale industries, planners are beginning to

acknowledge the importance of the informal sector.

Street foods create employment

Each street food enterprise is generally small in

size, requires relatively simple skills, basic

facilities and small amounts of capital, yet they are

very numerous and have considerable potential for

generating income and employment. Bogor, with a

population of 250 000, has 18000 street food

enterprises, nearly one for every 14 people. Roughly

26 percent of workers active in the informal sector in

Bogor are directly employed as street food vendors

(Chapman, 1984). Similarly, the International Labour

Organisation has found that street vendors comprise 29

percent of the active urban labour force in Central

America (Allain, 1988).

Some of those who, because of economic and social

changes or individual characteristics, have difficulty

obtaining jobs in the formal sector find work in the

street food industry. The street food operation often

involves entire families in the procurement of raw

materials, preparation and cooking as well as the sale

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of food. Worldwide, women play a very large role In

the street food industry. Surveys have found women to

be involved in 90 percent of enterprises in the

Philippines, 53 percent in Senegal and 40 percent in

Indonesia (Tinker and Cohen, 1985).

Street food sellers are attracted to this occupation

because of the possibility of earning relatively high

incomes. In Southeast Asia, the average earnings of a

vendor may be three to ten times more than the minimum

wage and they are often comparable to the wages of

skilled labourers employed in the formal sector. In

Malaysia, net incomes varying, from US$4 to $36 (with

an average of $16 per day) are derived from daily

sales ranging in value from $10 to $120 (Andringa and

Kies, 1989).

The relatively low capital expenditures of street food

businesses are also attractive for certain types of

sellers. Furthermore, vendors can choose their work

hours, they have few constraints on their movements

and are self-employed. In spite of the benefits of

street food trade, vendors may have to work long hours

under adverse conditions and the risks are borne

exclusively by the seller. Vendors can face problems

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with local officials and may also have to deal with

criminals who try to extort "protection money" from

them. In. addition, their profession is often

considered to be of low status.

Street foods and consumers

Customers from various economic strata benefit from

nutritious, low-cost meals. In Africa and Asia, urban

households spend 15 to 50 percent of their food

budgets on street foods (Cohen, 1986). Many people in

Asia prefer to make frequent small purchases at

convenient locations. Those with little or no income

depend almost exclusively on food supplied by street

food vendors. Street foods are a bargain for customers

when the demands of time and costs of food, fuel,

cooking equipment and transportation are taken into

account (Barth, 1983; Allain, 1988).

The consumer's limited purchasing power and

competition by fellow hawkers lead to relatively low

mark-ups (averaging 40 percent) on street foods

(Barth, 1983). Vendors can often provide items at

lower prices than other retailers since they have

lower rent and capital equipment expenses. Because

ingredients are bought in large quantities and at the

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cheapest markets, the cost of a single serving is

quite competitive with home cooking and often less

expensive because vendors cater for numerous

consumers. Street foods can be an excellent value for

consumers if they have easy access to stalls; there is

fair competition; overheads are kept low; sanitary

conditions are acceptable; and the nutritional value

of meals is high.

Availability and accessibility rather than individual

income or stage of national development seems to

determine street food consumption patterns. The

purchase of street foods is not confined to poor

households nor are there higher levels of consumption

in low-income countries. For the low-income worker,

street foods and snacks are essential. In many

countries, workers as well as students have their

first meal of the day from street food vendors.

Although in-depth nutritional studies related to

street foods have not yet been completed, it is

believed that many low-income families would be worse

off if there were no street food vendors to serve

fast, inexpensive foods.

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Consumers who are attracted by convenience and low

prices may overlook aspects of hygiene or sanitation.

In some cases, these customers lack an understanding

of proper food-handling practices and the potential

for foodborne diseases. A joint Netherlands/Indonesia

research project on street foods (1988-1992) reports

that chemical analyses have show in street foods to

have positive and negative aspects. It was reported

that the average energy content of street foods ranges

from five to 679 calories per 100 grams. It is

estimated that the recommended daily energy intake can

be met by Consuming street foods which cost

approximately US$1 (Street Food Project Report No. 2,

1990). Several foods such as boiled and fried peanuts,

fried tempeh - fermented soybean cake, and fried tofu

– soybean curd. are good sources of protein and fat as

are foods of animal origin such as chicken barbecue,

mutton barbecue, fried fish and other local meat and

fish dishes. If such foods are complemented by others,

one can testify as to the good nutritional value and

quality of street foods.

A total dietary study among 37 male and ten female

students, ranging in age from 18 to 24 years, was

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conducted in Bogor. The economic levels of the

participants' households varied but all students had

diets consisting largely of street food. Using diary

recordings, total daily food consumption data were

collected for a 14-day period. Sixty-three percent of

the students' monthly expenditures were allocated to

street foods. The study found that street foods

constituted the largest part of total energy intake

(78 percent), accounting for 82 and 79 percent,

respectively, of total protein and iron intake. These

data may indicate that street foods play a major role

in the overall diet for students in Indonesia (Street

Food Project Report No. 3, 1990).

The report also discussed the use of additives such as

the unauthorized colouring agents rhodamine B and

methanal yellow which are still widely used by street

food producers in Indonesia. Similarly, prohibited

synthetic sweeteners are frequently used to adulterate

drinks sold on the street. Contamination of street

foods is another problem: there were reports of lead

contamination (1,0 - 9,63 ppm), for instance, while 17

percent of street foods containing peanuts were found

to be contaminated with aflatoxins at levels above 30

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ppb, the safety margin set by FAO/WHO guidelines

(Street Food Project Report No. 2, 1990). Pesticide

residues above authorized levels were also detected in

street foods, particularly in vegetable-based

products. It should be noted that this is not a

problem for street foods exclusively; home-cooked

meals are likely to contain the same concentrations of

pesticide residues.

The health risk of food is not only determined by the

concentration of various additives and contaminants in

a food product, but also by the cumulative daily

intake of a certain contaminant or additive throughout

a consumer's diet. Although some street foods have

been found to be contaminated and serious illnesses

have been related to them, in general very few cases

of food poisoning have been found. A survey involving

135 street foods in Iloilo, the Philippines found that

only one item caused diarrhoea among the study

participants (Tinker, 1987). It may be that illnesses

occur but are not reported to medical authorities. It

has also been suggested that individuals develop

immunities to foodborne diseases, although detailed

studies are needed to confirm immunity development.

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It was also reported that drinks sold by stationary

vendors are generally better than those sold by

ambulatory vendors. Similarly, the microbiological

quality of drinks sold in wealthier socio-economic

areas is higher than those sold in crowded slums.

Microbiological quality is directly related to the

quality of the water available to vendors to prepare

drinks. Access to a safe water supply goes a long way

toward promoting food safety while the location in

which street foods are prepared and sold significantly

affects their safety.

Snacks which are fried or baked during preparation are

considered to be safe foods since they are usually

consumed without delay. Exceptions are snacks with a

high water content such as asinan - a mixture of

fruits and raw or fermented vegetables with a sour

sauce and rujak - is a mixture of fruits with a spicy

or sweet sauce. Both Indonesian foods present high

risks because of contamination by pathogenic bacteria.

Foods served hot, such as noodles, meat balls, soto6

and so on are considered to be safe foods, while cold

meals such as rice and vegetable dishes mixed together

are classed as "high risk" foods from a

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microbiological perspective. Most meals which contain

peanut sauce or coconut milk are considered to pose

especially high risks.

CUSTOMERS

The main customers will be the students and

teachers of WU-P who are seeking for a healthy,
affordable yet creative kind of snack. The business
target the market by the age ranging from 16-40 who
are health conscious.

COMPETITORS

DIRECT COMPETITOR

Potato corner

Potato corner will be the number one competitor of the

business for they are considered as one of the leading
suppliers of potato products.

SUPPLIERS

Regarding the suppliers, the proponents of the

business will get its raw ingredients (potato) to the
farmers within Nueva Ecija who produces potatoes.
However, in case of lack of supply it will be incurred
from different market within the vicinity but still,
the business will ensure its freshness.

EMPLOYEES

Manpower Requirement consists of putting right number

of people, right kind of people at the right place,

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right time, doing the right things for which they are
suited for the achievement of goals of the
organization. This will help to provide right
allocation of people that can help improve the
product.

NO. EMPLOYEES TASK

1 MANAGER He will be the
one who will
supervise the
business.
2 STALL PERSONNEL They are the one
who will prepare
the product.

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