Business Name: Tindahan ni Noona

Group Members:

Alvaro, A. Armi Dana

Belen, B. Joyce

Goyena, Q. Christine Sydney

Morana, Q. Kristine Lady

Rocha, P. Frida June

ABM- 12- Acceptance

 A. Executive Summary
Introduction

Tindahan ni Noona is a start-up Japanese inspired street food stall that is located around
the area of Monumento, Caloocan. It is a quick service type of food stalls wherein customers can
freely choose their preferred rice meal thus they can eat their food in the stall or just take out.
The main highlight of our offered foods is that we can offer our customers that world class taste
of Japanese street foods at an affordable price. Rest assured that everything was made from the
best quality of ingredients.

A. Type of Business

1. Nature

Tindahan ni Noona is equally owned and is being managed

by its five partners.

The business partners and who are friends at the same time of
the Tindahan ni Noona are Armi Dana A. Alvaro, Joyce B. Belen, Christine
Sydney Q. Goyena, Kristine Lady Q. Morana and Frida June P. Rocha. Everyone
has the expertise in the field of business, management and accountancy because
they have been studying these all throughout their SHS and college days.

The business intends to hire three full-time (3) cooks, part-time (4)
food servers and two (2) cleaners to handle the customer service.

2. Name of Business
Tindahan ni Noona was originally named by its owner, Joyce B. Belen.

The business owner was influenced by her general partners, Armi Alvaro,

Frida Rocha, Christine Goyena and Kristine Moraña who all have interests

and likes over the Korean culture and its music industry.

The business owner coined it from the simple names of the local stores
in her residence area. The owner just added the Korean word “Noona”
 which means older sister that are used by the Korean males to address an
older sister.

B. Management

The management team mainly comprising the general partners have wide
expertise and broad knowledge of the services, finance, markets, which if well planned
for, will enable the business to realize its goals and objectives. As we grow, we will
take on additional consulting help and personnel.

1. Mission
Tindahan ni Noona aims to create an inviting and cozy atmosphere for its

customers in a productive environment in which people can work, rest and eat

happily. Tindahan ni Noona is sensitive to the look and taste of the foods as well as

to high-quality ingredients they use in making their food offerings. Tindahan ni

Noona will also provide the best possible value to their customers who desire great

tasting Japanese inspired rice meals and to provide customers with the satisfaction

of receiving a great value, both tangibly and intangibly.

2. Vision

Tindahan ni Noona will provide a fresh and affordable menu and

beverages in a unique environment with friendly yet un-intrusive service to a high

volume of customers through effective teamwork and communication.

3. Goals

Tindahan ni Noona’s goals for the first three years of its operation

includes:
  Promote and expand Tindahan ni Noona in the entire area of

Quezon City and Caloocan City.

 To make Tindahan ni Noona a destination spot for people

who has low-middle-high income.

B. The Competitive Environment

1. Industry Analysis

Tindahan ni Noona’s Five Forces Analysis

Tindahan ni Noona's is an Asian street food inspired stall that caters a small variety of Japanese
food. The products will be sold to the customers starts at an affordable price.

Competitive Rivalry

Tinadahan ni Noona's face strong rivalry competitors in the food stall business. Not all people

are in favor or have a liking to Japanese food, as they may prefer a different style of cuisine such

as our very own Filipino food. Customers may choose a more known food stall, take Mangan

and KC restaurants as an example, they are located within FEU Diliman's area and students may

prefer them because of the service they provide, the quality of the food and/or the price itself. As

they are students it would be more convenient for them to eat a meal that is in their

budget.mpetitive rivalry of Tindahan ni Noona's:

 High number of firms (strong force)

 High aggressiveness of firms (strong force)

 Low switching costs (strong force)

Bargaining Power – Buyers

Tindahan ni Noona will significantly experience the strong force or bargaining power of buyers

or customers. Customers can easily transfer form Tindahan ni Noona’s to other food stalls or

food restaurants. There is a tendency that customers will just go and buy to other recognized

brands such as Mang Inasal, Korean Chicken, etc. because they already know the taste and the

price of the meals unlike in our business, since we are new, the customers are

not yet sure if they like the taste of international food that Tinadahan ni Noona are offering. The
following are the external factors that contribute to the strong bargaining power of buyers:

 Low switching cost (strong force)

 Small size of individual buyers (weak force)

Bargaining Power – Suppliers

The supplies under Tindahan ni Noona's will be produced and/or provided by different retailers
here in the country. Since the products that will be sold are a variety of different asian street
food, and having different and/or multiple suppliers can lead to the following:

 High variety of suppliers (weak force)

 Large overall supply (weak force)

 Moderate size of individual suppliers (moderate force)

Threat of Substitutes

Having many other Asian street food stalls in the country can lead to a threat to Tinadahan ni

Noona's. Customers might prefer to buy in different food stalls depending on the quality of the

food and price that they desire. And Tinadahan ni Noona's doesn’t have many substitutions for

the customer’s demand if ever. The following factors can negatively affect the threat of

substitution to Tindahan ni Noona's:

 Availability of Substitutes (strong force)

 Low switching cost (moderate force)

 Low cost of substitutes (strong force)

Threat of New Entry

Tinadahan ni Noona will surely experience the moderate force of the threat of new entrants or

new entry in the future. This pertains to the skills and capability of new entrants in the food

industry. If in the future there are some restaurants or international street food stalls near our

store and much more potential than ours, it will be a threat for us. But, if the most of the

customers are loyal enough in your brand, it will serve as a challenge to the new entrants. The

following external factors contribute to the moderate force of the threat of new entrants:

 Low switching costs (strong force)

 High cost of brand development (weak force)

2. Competitive Analysis (Competitive Profile Matrix)

This graph descirbes and shows the actual figures in numbers of the differences of the
three various competitors of Tindahan ni Noona in terms of the key factors that are stated below.

Rapsa Rapsa Mangan Mangan Korean Korean

Chicken Chicken
(KC) (KC)
Critical Success Weight Rating Weighted Rating Weighted Rating Weighted
Factors Score Score Score

Price 0.20 7 1.4 8 1.6 6 1.2

Quality 0.15 8 1.2 8 1.2 6 0.9
Customer Service 0.20 8 1.6 7 1.4 5 1

Product Range 0.10 7 0.7 7 0.7 6 0.6

Marketing 0.15 7 1.05 6 0.9 6 0.9

Strategy
Location 0.10 10 1 10 1 8 0.8
Brand Reputation 0.10 6 0.6 10 1 8 1
TOTAL 100 53 7.55 56 7.8 47 6.4

This CPM analysis reveals that Mangan is the strongest player in the industry with
relative strengths in their pricing strategy and brand reputation. On the other hand, Rapsa
prevails in their customer service and marketing strategy. Mangan and Rapsa have relative
strengths in their quality of food offerings, product range and their location. Korean Chicken
(KC) is the weakest of them all but also has its relative strength in their location and brand
reputation.
C. Competitive Strategies

Our strategic planning process will begin on creating research and gathering information

on how to promote our products and how we can beat our competitors by knowing their strengths

and weaknesses.

We will penetrate the market with our food product that was inspired by Asian street

foods that are very popular to Filipino taste, but is also inspired by the Filipino tradition of eating

rice meals. We will compete with our competitors by the use of our operational excellence by

which we will offer our customers a great satisfaction in terms of the quality of the food that we

will provide and its cost which is affordable.

In terms of food service, we will make sure that our customers will get a positive
experience by giving them the kind of service which they will remember and that they can share
to others through the word of mouth.

D. The Product or Service Offering

The Tindahan ni Noona will provide first class quality of Gyoza, yakitori and chicken satay with

Japanese style fried rice and coffee jelly in affordable prices. Our services will include product

demonstration and effective promotional program, advertisements in order to attract customers.

Product description

The Tindahan ni Noona will provide a quality, clean and unique Japanese foods that will

guarantee to satisfy cravings in affordable prices. It will make the same products available in

other restaurants through our quality and clean service.

Here are the types of menus offered by Tindahan ni Noona:

 2 pieces of Gyoza with Japanese style fried rice

These are Japanese pan-fried dumplings that are juicy on the inside, crispy and golden
brown on the outside. These are popular weeknight meal as well as a great appetizer for a
dinner party.

 Yakitori with Japanese style fried rice

This is a Japanese type of skewered chicken that’s marinated in in a savory sweet sauce
with the grilled onions is a perfect combo.

 Chicken Intestine Satay

This is a dish of seasoned, skewered and grilled meat, served with a peanut sauce.

Service description

The Tindahan ni Noona will make a good relationship with the customer that will bring smile
and satisfaction in every customer that will try the food. The business menu offers a variety of
refreshing Japanese inspired rice meals. As time goes on and as the business develops the
business will do its best to innovate a better menu. A sample menu is appended to this business
plan.

In an effort to provide dining patrons with new tastes in Japanese cuisine, Tindahan ni Noona
works on an ongoing basis to improve existing dishes and to develop new menu items that appeal
to today's increasing number of consumers who insist on consistently high-quality, good tasting
rice meals in fusion with authentic "old country" local Filipino flavor.
E. The Value Proposition and Unique Selling Proposition

Tindahan ni Noona think their value proposition is quite clear and quite easily
distinguished from most others in the market. Moreover, the business assures its
customers with an affordable and accessible menu items as measured by their inherently
natural value, at an affordable price that will encourage regular visits.

These are the following reasons why Tindahan ni Noona believes that it has the
competitive edge compared to the other renowned eatery in the local food ndustry:

 Tindahan ni Noona’s unique ingredients blend local taste and Japanese taste into one
fusion recipe for the signature menu.

 Enthusiastic and friendly staff

F. The 7ps of Marketing (Marketing Mix)

1. Product

 2 pieces of Gyoza with Japanese style fried rice

Gyoza are Japanese pan-fried dumplings that are juicy on the inside, crispy and golden

brown on the outside. These are popular weeknight meal as well as a great appetizer for a

dinner party.

 Yakitori with Japanese style fried rice

Yakitori is a Japanese type of skewered chicken that’s marinated in a savory sweet sauce

with the grilled onions is a perfect combo.

 Chicken Intestine Satay

Chicken Intestine Satay is a dish of seasoned, skewered and grilled meat, served with

a peanut sauce.
2. Place

Tindahan ni Noona will be located on the ground floor of the commercial building

at the area of Monumento, Caloocan City. The company has secured a one-year lease of

the vacant 2,500 square feet premises previously occupied by a hair salon. The lease

contract has an option of renewal for three years at a fixed rate that Tindahan ni Noona

will execute depending on the financial strength of its business.

3. Price

These are the prices of the different food offerings:

2 pieces Gyoza with Japanese style fried rice - P90.00

2. Yakitori with Japanese style fried rice

P13.00 per skewer and rice will costs P15.00 per cup

Chicken Intestine Satay will cost at P13.00 per skewer

4. Promotion

For a business to become open or known to the public, advertising is a key factor

in promotion. Not just the business itself, but the highlight of their product as well. For

Tindahan ni Noona's the type of promotion that will be used is mainly social media.

Since many people have access to the internet and many have social media accounts, it’s

easier access and to help spread the business easier. Not only social media will be used,

giving out flyers/brochures to people. And for customers who will be coming to the food

stall, a big menu sign will be used for them as a reference in what the business has to

offer. Interested customers may have a look and will be given the said flyers/brochures.
5. Packaging

Another key factor for a business is the type of packaging that is used. Having a

presentable and pleasing packaging to the customers may peek their interest in buying the

product. Since Tinadahan ni Noona's is under food and services business, it is important

to make our customers satisfied. For Tindahan ni Noona's since rice meals will be the

main dish, rectangular boxes will be used with the logo of the shop imprinted on it. It will

be more convenient and easy for customers to eat the rice meal and with the logo

indicated, it will also be a type of advertisement for people who would get to see the

product.

6. People

The operation per day consists of 4 employees per day: 2 persons from 8:00

am to 3:00 and 2 persons from 3:00 pm to 10:00 pm. Tindahan ni Noona’s staff and crew

will have the best in culinary education and work experience. Its creative talents will

complement one another. The eatery staff will offer the finest service in a cozy

atmosphere and offer customers an extraordinarily successful evening.

7. Process

The process of Tindahan ni Noona will start when the customers visits the store

and it will focus in making long term relationship with the customers in order to make

them return back with happiness and fulfill their satisfaction in terms of food and

services. The Tindahan ni Noona will provide freshly and delicious cooked foods and

they will assure that the customers will not have to wait long for their food in order to

provide a unique experience for them. If the customers like the process of Tindahan ni
 Noona they will share their unique experience to their friends and encourage them to eat

there and a good feedback from the customers will bring a good image to the Tindahan ni

Noona.

G. Sales Forecast

We anticipate the highest peak on the months from August to June in our
sales forecast, due to the work and school seasons. In August, this is the start of the
opening of classes, it means many students and workers will look for a delicious and
affordable eating spot.

SALES FORECAST

YEAR 1 YEAR 2 YEAR 3

Unit Sales

2 pieces of Gyoza with Japanese style fried rice 49,464 98,928 197,856

Yakitori with Japanese style fried rice 27,692 55,384 110,768

Coffee Jelly 3,889 7,778 15,556

 Chicken Intestine Satay with Japanese style fried 3,356 6,712 13,425
rice

TOTAL UNIT SALES 84,401 168,802 337,605

Unit Prices Year 1 Year 2 Year 3

2 pieces of Gyoza with Japanese style fried rice P90.00 P90.00 P90.00

Yakitori with Japanese style fried rice P105.00 P105.00 P105.00

Coffee Jelly P30.00 P30.00 P30.00

Chicken Intestine Satay with Japanese style fried P75.00 P75.00 P75.00S
rice

Sales

2 pieces of Gyoza with Japanese style fried rice P197,856 $395,712 P691,424

Yakitori with Japanese style fried rice P41,538 P83,076 P166,152

Coffee Jelly P33,057 P66,114 P132,228

Chicken Intestine Satay with Japanese style fried P6,712 P13,425 P26,849
 rice

TOTAL SALES P279,163 P558,327 P1,116,654