Carmona Campus

Market Road, Carmona, Cavite

(046) 430-3509/cvsu.carmonacampus@gmail.com
www.cvsu.edu.ph

ENTREPRENEURIAL MANAGEMENT
(ENTRP 101)

Submitted by:
Agnote, Michelle
Gajeto, Angel Clarisse O.
Gamon, Kurt Axelson L.
Ponciano, Josephine L.
Rico, Shaira Luz C.
Villaruel, Jenefer B.

Submitted to:
Ms. Melody Plaza

2018
CRAFT CANYON ENTERPRISE
BUSINESS PLAN
 Table of Contents
Page
1) Executive Summary

2) Company Description

Promoters, shareholders and board

Advisers
Products and Services
Objectives
S.W.O.T Analysis

3) Market Analysis

Target Market
Targeted Share
Market trends
Profile of Competition
Competitive advantage
Benefits to client

4) Marketing /Sales Strategy

Marketing strategy
Pricing
Advertising and Promotion
Sales Strategy

5) Staffing and Operations

Management Organization Charts

Staffing
Training Plans
Operations

6) Financial Projections

Balance Sheets
Cash flow projections

7) Project implementation and Time Table

8) Appendices
 Application for Start-up Entrepreneur Programme

1. Executive summary

Founded in February, 2018, CRAFT CANYON continues to serve both Filipinos and tourists

alike who appreciate authentic quality Philippine handicrafts. In its 12 retail outlets all over the

archipelago one will find at affordable prices and accompanied by expert service a wide

assortment of tableware, giftware, embroideries, shellcraft, heritage craft, and local apparel.

Founded by Shaira Rico, after the liberation of Manila, the 3rd generation of Rico progeny

maintain the original values CRAFT CANYON was founded on: to purvey only the best of the

Philippines. Thus in every piece you will enjoy a treasure from our islands, whether it be a simple

souvenir token from our airport branches or an exquisite fully embroidered shawl made of pure

pina fiber such as what is given to visiting heads of state.

2. Company Description

ADVANTAGES TO CUSTOMERS

All the things and the services we are providing may not be unique according to the range of items

nowadays. Present businesses maybe providing handmade crafts. But the difference is most of the

items provided by the enterprise are purely handmade. Creative ideas are used to turn to rubbish

and useless stuff into innovative design. This is the point uniqueness in the particular geographical

area in which our business is located.

Products:

Eventually, the FIT for this Handicrafts Enterprise to any or all of the following:
 - Occasional Souvenir

- Home Decorations

Long term Aim of the Business / Mission

Increase of the number of people willing to protect and help the environment and to respond the

growing need of the market as we promote a green environment.

Vision:

A green environment and competitive market towards better community

Objectives:

 One of our main objectives is developing the awareness of people that our

environment is essential and important to us.

 Provide the members and non-members a valuable and economy-wise product that

will fit to their taste.

 Make the business as one of the most adequate of craft products in the country.
 SWOT Analysis

Strengths Weaknesses

 Innovative and passionate partner  Lack of practical experience in mass

 Strong market research before entry in the market. production of stock.

 Operators have completed degree in business management.  Low profits in the early stages of the business.

 Provide discounts for the regular customers  Lack of awareness among public regarding

 Waste resources are utilized in the best way. the business

 Uncertainty about the business success.

 Lack of awareness about eco-friendly

product among people.

Opportunities Threats

 Level of the demand of cultural items is increasing day by  Possibility of new entrance in the market due

day. to entry barriers.

 Drive away of consumers from lavish items towards more  Rapid use of readymade gifts items in the

personalized gifts. society.

 Easy availability suppliers providing innovative products.  If any other outlet of handmade products is

going to open then our market shares will

reduce.

Promoters and Share Holders

 Name Nationality Address % of ownership Contribution

Michelle Rose E. Agnote Filipino Carmona, Cavite 10% P60,000

Angel Clarisse O. Gajeto Filipino GMA, Cavite 15% P90,000

Kurt Axelson L. Gamon Filipino Carmona, Cavite 10% P60,000

Josephine Ponciano Filipino Binan, Laguna 15% P90,000

Shaira Luz C. Rico Filipino GMA, Cavite 30% P180,000

Jenifer Villaruel Filipino Binan, Laguna 20% P120,000

TOTAL P 600,000

Advisors

Craft Canyon Enterprise management consist of six members. Ms. Shaira Luz C. Rico

would be the General Manager of the business, responsible in creating, communicating, and

implementing overall direction within the organization. Ms. Jenifer Villaruel serves as Admin, in-

charge to oversight department operations, collaborating on strategy and managing personnel. Ms.

Michelle Rose E. Agnote as Finance Manager, responsible for financial analysis and interpretation,

determining the source and investment of funds, capital budgeting, plan and control profit. Ms.

Angel Clarisse O. Gajeto would be the Marketing manager which helps the organization to solve

issues, create value, maximize growth and improved business performance. Ms. Josephine

Ponciano as Production Manager will be responsible for the production of the products and Mr.
Kurt Axelson L. Gamon as Operational Manager managing both raw materials and personnel,

plans, oversees and smooth communication.

Products and Services

The business will able to maintain and sustain the development of the business by

developing an image in customers mind, good range of designs and good atmosphere of work with

the cooperation of the community. This will help to encourage not only specific community but

also the other regions inside the country. Environment is part of daily life and activities, without it

life is impossible. This business fit to the need of the target consumers.

Craft Canyon Enterprise offers handmade products such as fans made out of hay straw

made by hands using recyclable materials with high quality. The products of the business can be

used in any aspect of customer daily lives.

The company offered services by delivering the product on the specific location and giving

discount to the loyal customers.

Segmentation of Customers

The business segments their market; they have chosen Handicarfts Retailers in Carmona

area as their target market for their Pamaypay made out of dayami product. The enterprise

concludes certain problem in the community and decided to manufacture fans using dayami to

help reduce the waste materials where the business is located.

3. Market Analysis
Target Market

Pamaypay Handicrafts are currently sold via our online website, which traffic flow from

our various social media pages on Facebook.

Craft Canyon is located in Carmona, Cavite. Our Ideal customers are both females and

males between the ages of 20 to 40. Our clients love fashion but they are not satisfied with mass-

produced, cookie-cutter crafts. They seek out our attention to detail, custom designs, and the

personal touch that comes with our handcrafted designs.

The marketers will going to segment it to the junior and Senior of Southville-5A National

High School, Business Management 2nd year of Cavite State University- Carmona Campus and

also the waiting commuters of terminal in Carmona.

Target Company revenue

On the operation of the Craft Canyon Enterprise, the total manufacturing for the first month

of production was 360 pieces of Pamaypay Hay Straw. For the second month was 372 pieces. For

the third month was 372 pieces. For the fourth month was 400 pieces. For the fifth month was 412

pieces. For the six month was 420 pieces. For the seventh month was 432 pieces. For the eight

month was 440 pieces. For the ninth month was 452 pieces. For the tenth month was 460 pieces.

For the eleventh month was 472 pieces. For the twelve month was 480 pieces. For the total

operation of pamaypay hay straw was 5,092 pieces for the whole twelve months.
 Monthly Volume of Craft Canyon Enterprise

The normal formula to know the financial projections of the Craft Canyon Co.,Ltd that is

based on realistic assessments was the Price x Quantity.

Price: P15.00

Quantity: 5,092

Total: P 76,382

Monthly Volume of Pamaypay Hay Straw

ITEM MONTH MONTH MONTH MONTH MONTH MONTH

1 2 3 4 5 6 TOTAL
Oct Nov Dec Jan Feb March

Pamaypay 360 372 392 400 412 420

hay straw

ITEM MONTH MONTH MONTH MONTH MONTH MONTH TOTAL

7 8 9 10 11 12
April May June July Aug Sep

Pamaypay 432 440 452 460 472 480

hay straw 5,092

Market Trends

Keeping pace with market trends is never easy – day-to-day you’ve got a business to run,

after all. However, it’s important to acknowledge that industry is ever-changing and in order to
stay ahead of the curve and avoid competitors passing you by you need to be able to move with

the times for the benefit of long-term business planning.

Market trend analysis needn’t be as scary as it sounds. It’s simply the comparison of

industry data over a set time period, designed to recognize any consistent trends or results that

could be used to map your business strategy – aligning it with the general direction of your

industry.

Market trends tend to be heavily influenced by consumer habits and behaviors. By carrying

out the following types of industry trend analysis you’ll be able to determine the moves that could

have a direct impact on your overall business performance.

Another trend that the company uses is listening to your customers. It`s pays to talk to our

customers. After all, they are the ones that help our business. Don’t be afraid to have a chat with

them and learn more about their pressure points to discover what more our business can do to help

them.

Handicrafts are hugely important in terms of economic development. They provide ample

opportunities for employment even with low capital investments and become a prominent medium

for foreign earnings.

Profile of Competitors

Strengths Weaknesses Product Price Place Promotion

Krigkrafts
Native Product Not foldable Abaniko Social
Anahaw acceptability pamaypay 26.00 Bicol Media
Abaniko
Hand Fan

Zaidai`s
souvenir Good Low Foldable 25.00 Pangasinan Online
pamaypay Quality Brand fan selling
shop

Carmona,
Fortunas High quality Low brand Abaniko Cavite Direct
handicraft pamaypay marketing

Competitive Advantage

Our assessment why potential customers will choose to buy our product because of our

Unique features. Craft Canyon creates a product which is just as distinctive and personalized. Our

handmade products which are produced either completely by hand or with help of tools. Handicraft

that the enterprise made is from the hay straw. Our products are made by hand are seen as high

value products in the market as customers look for something different.

Unique Features

 Design- Our handmade products

 Quality- Our products is made from the hay straw. There are no machines involved in

process of making these handmade products.

  Craftsmanship-While manufactured handmade pamaypay are generally designed by the

artist.

 Customization/Personalization- Our handmade pamaypay is happy to discuss any means

of personalization or customization. Our design team is adept in creating those handmade

products which meet the desires and tastes of each individual customer.

The price of our products is based upon what the market commands, what customers are willing

to spend, what is listed by our closest competitors. The price of our products is P15.00 which a

price that anyone can afford and competitive to our customers. Starting from the inspiration source

for patterns, our systems aims to, by presenting the patterns, simplify the handicrafts and integrate

modern aesthetic value into the design of daily products in modern times.

Benefits to clients

There are many benefits that the customers can get from the Craft Canyon products. Since

they offer a variety of designs, our customers can choose designs what suits in their styles. Our

Pamaypay products enable to save money to our customers because it’s long-lasting products. The

customers will buy once and it can use longer because of its high quality. Every purchase at Crafts

Canyon Enterprise helps boost the livelihood of our local Filipino. Customers will come to value

the quality of the product. We offer convenient delivery, ease of ordering and uniqueness in

pamaypay hay straw products. We will continue to strive Pamaypay hay straw products available

year long.
 4. Marketing/Sales Strategy

Marketing Strategy

Craft Canyon Trading Enterprise as market follower or a market challenger will position

the product in Carmona Cavite, in which the company will gain more by taking a position where

the competitors demonstrates some weaknesses such as quality or price, into a product to

encourage the intended customers to perceive it as different and desirable. Offer the right

combination of quality and good service at fair price. Using cost advantage and differentiation

advantage like free of flaws product excellence in manufacturing, pricing the products or services

below that of the competitors while making sure that the company can remain profitable. The

company will market itself on the premise that it does not miss delivery times of product to

encourage the intended customers to perceive it as different and desirable. The product will

position against those of competitors based on timely delivery, emphasize the convenience of the

business to set it apart from the competitors. As a smaller business, the company will reduce the

time it takes for customers to get in and out and put the business in the location that will make it

easier for customers to find it. In an age where people are in a hurry, the company will position

the business convenient to the customer so that the company can make the business stand out in a

crowded competitive marketplace.

Sales Strategy (Place or channels of distribution)

The company’s ideal customers are both females and males between the ages of 20 to

40. In the first month the company will focus on generating public visibility of the product to the

target market by internet marketing, people nowadays spend a lot of time using social media. By

doing so, the company will gain more chance to have a lot of potential buyers because the internet
has a large share in the daily living of the current community and also by the use of the word of

mouth of the satisfied customer and use the direct channel, selling directly to the consumer is the

most easiest and fastest way to have a potential buyer by encouraging them face to face, retail

channel in which the retailer will be the one who will markets and sells the goods for the company

that will provide tremendous contact efficiency by creating one location where many products can

be purchased, broker or agent channel that will bring buyers and sellers together and negotiate the

terms of the transaction, distribution channels or wholesale and also the company plan market our

handmade items via these online spaces.

Pricing

The Craft Canyon Enterprise will price the products or services below that of the

competitors, in that way the company can cut into their market share by stealing some of their

customers. Higher pricing can help cultivate an image of quality or prestige, but the company may
also need to offer additional services to attract customers, such as free delivery. The company will

employ a low-price strategy while making sure that the company can remain profitable.

Marketing and communications strategy (Promotion)

The Craft Canyon Enterprise will promote and communicate with the customer using this

different way of promoting the product. First is Email Marketing, a lot of consumers open emails

from businesses. It is a fantastic vehicle for advertisement and is one of the best ways to promote

a new service or product. Next is Facebook Ads, Facebook is a window to a huge market. That’s

why Facebook ads are an incredibly effective marketing tool. Facebook is particularly useful in

concisely targeting your audience, as Facebook’s impressive data collection allows businesses to

target by gender, age, location, interest, and more. In-Store Promotions, locations have the added

opportunity to promote a new product or service in-store. Aside from having attractive logos and

signage, the company will promote new product or service in store with signs and promotional

materials inside. Offer exclusive in-store discounts, such as a buy-one-get-one-free or a percentage

discount. The company could also market the product as being exclusively available at your retail

store and emphasize that it won’t last forever. Customers whose purchase power is limited, either

by time or inventory, feel a more pressing sense of urgency to buy when it comes to the product.

Share Customer Reviews, it is one of the best ways to promote a new product or service is to let

your customers speak for you by sharing reviews. People will be more likely to sign up or try it

out if there’s a glowing review from another customer. Share on Social Media, it is another way

to of the company to promote the products and services, announce and share this on social media.
 5. Staffing and Operations

Management Organization Chart

Craft Canyon will be staffed by employees that believe in the cause and believe in the

success potential of a true team. No one person is more important than the next -- each team

member is integral to the synergy of the team and the ultimate success of Craft Canyon Enterprise.

Operating requirements are matched to the skills and creativity of existing staff members.

Shaira Rico is the General Manager and lead public relations representative, as well as the head of

the sales staff for the company. Jenifer Villaruel is Admin Manager and Controller with primary

responsibilities that include business development, financial analysis, and accounting.

Shaira Rico, General Manager

Craft Canyon Enterprise has selected Ms. Shaira Rico to perform the duties of the top

executive for the unit. She is responsible for the strategy, structure, budgets, people, financial

outcomes and scorecard metrics. She has also the overall responsibility for managing both the

revenue and cost elements of a company's income statement responsibility. She oversees most or

all the firm's marketing and sales functions as well as the day-to-today operations of the business.

And as a general manager, she is responsible for effective planning, delegating, coordinating,
staffing, organizing, and decision making to attain desirable profit making results for an

organization.

Jenifer Villaruel, Admin Manager

Ms. Villaruel's primary duties are planning, directing and coordinating on supportive

services of an organization. Her specific responsibilities vary, but administritive service managers

like Jen typically maintains facilities and supervises activities that includes recordkeeping the

information management, mail distribution, facilities planning and maintenance, custodial

operations, and other office support sevices.

Michelle Agnote, Finance Manager

As a Finance Manager, Ms. Agnote's main role in the company is to monitor the company's

finances. But more than that, she also has the responsibility of doing data analysis and advise senior

managers on ideas to maximize profits. She will be changing her response to technological

advances that have significantly reduced the amount of time it takes to produce financial reports.

Angel Gajeto, Marketing Manager

Ms. Gajeto is the one who is assigned in managing the the marketing of a business or

product. She can also be responsible for several services or products, or be in charge of a single

product. She is also responsible in research, determining, examining, and assessing product

demand in order to increase it by developing promotional campaigns and strategies that take into
consideration the predetermined target audience. She is responsible for establishing and maintaing

a brand's image and for ensuring it complies with the company's vision and values.

Kurt Axelson Gamon, Production Manager

Ms. Ponciano's job as a Production Manager is to ensure that manufacturing processes run

reliably and efficiently. The duties that are included in job derscription are; planning and

organising production schedules; assessing project and resource requirements; estimating,

negotiating and agreeing budgets and timescales with clients and manager; ensuring that health

and safety regulations are met; determining quality control standards; overseeing production

processes; re-negotiating timescales or schedules as necessary; selecting, ordering and purchasing

materials; organising the repair and routine maintenance of production equipment; liasing with

buyers and marketing and sales staff; upervising the work of junior staff; and organising relevant

training sessions.

Josephine Ponciano, Operations Manager

Ms. Ponciano's position in the company has a broad role, and specific responsibilities will

vary between different companies, but generally it includes monitoring and analyzing the the

current system of production or provision to check it's effective, and working out a strategy for

improving if necessary. Josephine also have to do a lot of liaising with other team members,

including interacting with managers of different areas of organization, presenting finding to

stakeholder and higher management as well as training and supervising new employees and

tracking and measuring staff performance

Staffing

The company will require a total of five (5) additional employees during its first year.

These employees will fill two departmental needs - New Product Development Department and

Sales Department.

The New Product Development Department will require one (1) Product Development

Manager, and one (1) Information Technology Specialist. The Sales Department will require one

(1) Sales Manager and two (2) Telephone Operators. Below provides information on each

department's staffing need.

• Product Development Manager

1. Develops products by identifying potential products;

2. Conducting marketing research;

3. Generating product requirements;

4. Determining specifications, production timetables, pricing, and time-integrated plans for

product introduction; and

5. Developing marketing strategies

• Information Technology Specialist

1. Includes network management, software development and database administration;

2. Provides technical support to a business or an organization's employees and train non-

technical workers on the business's information systems;

 3. Design systems and assess the effectiveness of technology resources already in use or

new systems that are being implemented; and

4. Determine the practicality of changes and modification of systems.

• Sales Manager

1. Achieving growth and hitting sales targets by successfully managing the sales team;

2. Designing and implementing a strategic sales plan that expands company's customer

base and ensure it's strong presence;

3. Managing recruiting, objectives setting, coaching and performance monitoring of sales

representatives;

4. Build and promote strong, long-lasting customer relationships by partnering with them

and understanding thier needs;

5. Present sales. revenue and expenses reports and realistic forecasts to the management

team; and

6. Identify emerging markets and market shifts while being fully awae of new products and

competition status

• Telephone Operators

1. Interrupt busy lines if an emergency warrants;

2. Keep records of calls placed and received, and of related toll charges;

3. Listen to customer requests, reffering to alphabetical or geographical directories to

answer questions and provide telephone information;

 4. Monitor automated systems for placing collect calls and intervene for a caller's needing

assistance;

5. Observe signal lights on switchboards, and dial or press buttons to make connections;

6. Offer a special assisstance to persons such as those who are unable to dial or who are in

emergency situations;

7. Operate telephone switchboards and systems to advance and complete connections,

including those for local, long distance, pay telephone, mobile, person-to-person, and emergency

calls;

8. Provide relay service for hearing-impaired users;

9. Set up conference calls in different locations and time zones;

10. Suggest and check alternate spellings, locations, and/or listing formats to customers

lacking details or complete information;

11. Calculate and quote charges for services such as long-distance connections;

12. Consult charts to determine charges for pay-telephones;

13. Operate paging systems or other systems of bells or buzzers to notify recipients of

incoming calls;

14. Promote company products, services, and saving plans when appropriate;

15. Provide assistance for customer with special billing requests;

16. Record messages to be used on telephones systems;

17. Update directory information;

 18. Insert tickets in calculagraphs (time-stamping devices) to record times of toll calls; and

19. Perform clerical duties such as typing, proofreading, and sorting mail.

Training Process

Purpose: To provide guidelines and rules for employees who participate in the Craft

Canyon Enterprise training program.

Policy: The Craft Canyon is committed to the development of highly qualified staff and to

the enhancement of job-related knowledge skills. The objective of the training program is to

provide employees access to training and development opportunities necessary to perform official-

duties. The highest priority will be given to those programs that (1) add value for our employees

by promoting efficiency, effectiveness and competency; and (2) develop the maximum

performance of job duties.

Applicability: All employees, as approved by the supervisor, may attend on-site training

programs. Authorization to attend off-site training program may require approval from the

department or division head. Authorization to attend out-of-state training requires approval from

the Craft Canyon General Manager.

Training Categories

There are three categories of authorized education and training:

 1. Mandatory Training

This category of training is required for certain positions in order to ensure

compliance with federal or state law, regulations and policies of the Craft Canyon Enterprise.

a. Equal Employment Opportunity

b. Open Records Act

c. Fair Labor Standards Act

d. Sexual Harassment

e. DOT Regulations for Commercial Drivers

f. Personnel Merit System

g. Organizational Overview

h. Workplace Violence

2. Job-Essential Training

This category of training is designed to enhance essential skills and will vary by

position. Examples of such training are as follows:

a. Customer Service

b. Conflict Resolution

c. Active Listening

d. Team Building
 e. Leadership

f. Time Management

g. Stress Management

h. Crafting Workshop

3. Management Training

Any employee in a supervisory or lead position should take the core supervisory

classes over a prescribed period of time as developed by his/her supervisor. These classes cover

the following topics:

a. Overview - Craft Canyon Enterprise Personnel Policies and Procedures

b. Basic Supervision/Team Building

c. Performance Evaluations (Setting Expectations/Measuring Performance)

d. Performance Management (Counseling and Discipline)

e. Recruitment - Interviewing and Selection

f. Employment Law

g. Attendance and Absenteesim

h. Worker's Compensation

i. Workplace Violence

j. Workplace Respect
 k. Leadership

l. Conflict Resolution and Effective Communication

Operations
The steps and procedures on how to make the Pamaypay Hay Straw.

Service description

Rice Straw. The

primary material that is

needed to make the

Pamaypay Hay Straw. Rice

straw is the vegetative

part of the rice plant, cut at grain harvest or after. It may be burned and left on the field before the

next ploughing, ploughed down as a soil improver or used as a feed for livestocks. Rice straw is a

major forage in rice-producing areas.

Bamboo Handle. It is the secondary material that is needed to make the whole pamaypay.

It is made of bamboo formed as a handle and is usually bought in wholesalers per piece.

Floor Plan

Appendices
Sample Questionnaire

APPENDIX FIGURES
Appendix Figure 1

Appendix Figure 2
Appendix Figure 3

Appendix figure 5
 Appendix Figure 6. The product Logo

Appendix Figure 7. Share cap table and investment history

Appendix Figure 8. Details of Enterprise websites